Brand Awareness – Facebook

Before I begin, let me first apologize for the short-term hiatus I took from writing.  I hopefully will be getting back to clogging up your Facebook news feed and Twitter streams on a regular basis over the next few weeks.

I also wanted to preface today’s piece on Facebook with the following disclaimer:

This particular Brand Awareness piece relates to one aspect of Facebook, and does not cover Facebook in its entirety. It is impossible for me to write about every aspect of Facebook’s brand.  The only way to do so would be if I was locked in a room with a laptop that only allowed me to visit Mashable, Facebook, a document where I can type, a notepad, a pen, bread, peanut butter, jelly, a huge supply of iced coffee, and a full bathroom.  Thus, this is just the first of many times Facebook will be featured on Brand Awareness.

Recently, Facebook, received some scrutiny (and in my opinion rightfully so) for their privacy policy (or lack there of).  Facebook’s open policy was met with mass hysteria, everywhere from the smallest blog to Capitol Hill.

Some believed (myself included) that this might leave Facebook in a vulnerable position to competition.  The way Facebook initially handled this criticism, by placing the blame on the consumer for not taking responsibility for their own privacy, only strengthened my opinion.

Over the past few weeks Facebook has shifted its stance on its privacy laws and shouldering more of the responsibility.  They are even forcing applications to be more user-friendly when it comes to privacy.

It is safe to say that Facebook survived its first main stream scare.  However, I believe that Pandora’s box is about to be opened.

Facebook and Mark Zuckerberg are synonymous with one another.  Any bad press on Zuckerberg automatically impacts Facebook, and vice versa.

If the trailer of The Social Network is just a slight indication about what the movie is going to be about – a two-hour lambasting of Zuckerberg – Facebook must be prepared for the ultimate backlash.

When this movie is released it will be viewed and debated by billions around the globe as it will enter the home of all demographics, and not just a select amount that analyzed the privacy fiasco.

Lastly, if the rumors are true about Google Me (Googles’ Facebook Killer) and it happens to be released around the same time as this PR nightmare, Facebook’s growth may come to a screeching halt.

Watch the trailer, and let me know what you think.

#TSNT Week 7

Continuing with my expedition to start a #TSNT movement, I will post some of the most intriguing, unique, and thoughtful things people are doing at the beginning of each #TSNT blog.

This week they are:

Success!….wait, #10, crap

Ok, so clearly my #TSNT effort was not the  original idea I thought it was.  @stjulian1 has clearly been making the effort longer than I have.

I do not know where this places me in the #tsnt hierarchy.  My intent was to start something new, but now I cannot officially claim that I am the originator of this idea.

However, this will not stop me from trying new things, but we shall see if it something that I continue to do every Tuesday like I had before.  Yesterday, like the six Tuesdays prior, I did try something new.

I went to my first ever 3D movie.  I saw Toy Story 3.

The movie was entertaining and a nice break from the stressful work week.  It was also nice to recall my childhood, as Toy Story 3 brought back memories of 1 & 2.  Lastly, I always get a kick out of hearing “Andy” talk, because it is the voice of my old neighbor.

Brand Awareness – Ron Artest

Think of a brand, what is the first one that comes to mind?  My guess (and by no means am I a mind-reader) you probably thought of something along the lines of Nike, Pepsi, or Apple.

However, I can confidently state that you did not name yourself or any other human being.  (Sorry, but expensive products that carry the name of a person i.e. Armani do not count.)

You would have probably said 100′s of names of consumer goods like the aforementioned before you even thought about saying your own name.

The definition of a brand is, “a name, sign, symbol, slogan or anything that is used to identify and distinguish a specific product, service, or business” (Google Definitions).

I qualify as a brand under the terms of, “anything that is used to identify and distinguish a specific service.”  The anything would be me, Josh Pearlstein, and the specific service would be assisting in digital branding/marketing.  Therefore I am a brand.

(Random related tangent: Why do we then have to use the term personal branding, when we want to discuss a person as a brand, if we are all brands?)

This brings me to the brand under the microscope this week: 2010 NBA Champion Ron Artest.

Professional athletes have a greater brand presence then I have, and probably will ever have.  I highly doubt there will ever be a shoe or a clothing line created in my likeness, unless I someday inherit a stoker.

I digress.  Since we are all brands, and athletes are more prominent brands, then how did Ron Artest’s post Game 7 interview impact his brand?

Did this interview help his brand?  Will people identify with him more as he spoke of the love he has for his family?  Can he now be loved as he admitted to his problems and is working at overcoming them?  WIll fans and teammates embrace him because of the importance he places on winning?  Can teams buy into him more because they no longer have to worry about the potential PR disaster anymore?

What about the other side of the coin. Did he hurt his brand?  Will the interview be seen as fake, and that he still cannot be trusted?  Will the media shun him because of the way he chose to handle the interviewer’s questions?  Did, what he said, make him an even larger joke?  Will fans, just never forget, his night at the palace?

Personally, I believe that the interview helped Ron-Ron’s brand.  In my opinion, it seems as if he is making the most out of his second chance.  However, only time will tell if that truly is the case.

Discuss.

#brandchat recap for Wed, June 16th: THEME: BIG BIZ + NONPROFIT BRANDS

Q1:With so much outsourcing,how do U teach freelancers about UR brand?

jpearlstein: A1: you teach them the company’s policy #brandchat

jpearlstein: do you have a plan in place for when a freelancer goes against your brand? #brandchat

CASUDI: @jpearlstein I am going at it from the freelancer who understands a brand B4 being hired by company ~ #brandchat

DavidSandusky: @jpearlstein if this is important to the training, want to or not could be a difference in selection #brandchat @rashidapowell

jpearlstein: how do you determine who is internal brand champion? is this role overlooked in companies, especially startups? #brandchat

ckieff: @jpearlstein In a startup everyone wears many hats- lol But CEO is often the lead salesperson/spokesperson #brandchat

Q2:JLP-a Walmart term is Just Like Picture, so all in stores are same-what happens when local wants big brand 2 act local? #brandchat

jpearlstein: do you really want an intern, representing your brand? do you remember the taco bell “humor” video that got people fired (cont) #brandchat

Q3:NonProfits #1 complaint-branding takes too much time-T or F? #brandchat

jpearlstein: @brandchat that complain comes from ignorance. your brand is your business, it is how people distinguish you #brandchat

Q4:NonProfits R very transactional based (get donor)-what can the do to be relational w/their brand? #brandchat

jpearlstein: @ambercleveland should a non-profit express who their donors are? #brandchat

Weekend Shakedown – TweepML

TweepML

TweepML on TweepML in 140 Characters or Less:

“TweepML is an extensible, open standard format that allows you to manage and share groups of Twitter users.”

Me on TweepML in 140 Characters or Less:

TweepML is the most efficient way to follow a large # of people that are relevant to u, w/o having to hunt, or click each indivd. to follow.

The Best Part About TweepML in 140 Characters or Less:

TweepML will have you following people, that you should be following, but may not have come across until much later.

How Companies Should Take Advantage of the Aforementioned in 140 Characters or Less:

Companies can follow groups of people that are relevant to your business: experts, competitors, consumers, etc.

TweepML is missing in 140 Characters or Less:

I would like to see restrictions on who makes some of TweepML’s lists that are not user created.

Final Thoughts on TweepML in 140 Characters or Less:

Use it.  It is effective and efficient.

Why Facebook and McDonalds are alike

Before I explain my reasoning as to why Facebook and McDonalds are alike, please take a few seconds to see if you can come up with any reasons on your own (success and money do not count).

Better yet, write your thoughts in the comment’s section.  I’m curious to see what everyone comes up with.

Seriously, think about it.  I’ll give you some more time.  I will throw in some pictures to provide you with some motivation.

Okay, moving on now.

I love McDonalds.  I love Facebook.  Therefore, Facebook and McDonalds are alike, end of blog.

I am just kidding.

When I say I love McDonalds, it does not refer to their product.  I actually hate it.

Yes, the burgers and fries are delicious during those ten-minutes it takes to consume them.  Yet, I feel nauseous the rest of the day, and the day after.

The price of a meal at McDonalds is ideal for someone just out of college.  However, the cost of those calories will come back to haunt me when I actually have money in my bank account.

The aforementioned sentiments about McDonalds applies to Facebook as well.

Sure, there are countless things to do on Facebook – looking at friends’ photos, stalking, playing games, creating events, etc – each of which is an entertaining way to waste time.  Yet, I am overcome with a sickening feeling when I realize how much time I just wasted doing nothing.

Don’t get me wrong, Facebook does have its benefits that I do enjoy, like notifying me of my friends’ birthday so I can act accordingly.  However, I can honestly care less about what is going on at my friend’s farm in Farmville.

So if it is not for my disdain of the products that both Facebook and McDonalds provide, then what is it?  I mentioned earlier that I loved both McDonalds and Facebook, and I do, but why?

I clearly spelled out that it had nothing to do with the products they provide, but rather it has to do with the similarity in the way they reach their target market.

As the AMC television show Mad Men said, the 99-cent campaign is “the best marketing ploy ever”.  The McDonalds’ Happy Meal campaign has to be the second best, with no third place in sight.

McDonald’s Happy Meal concept is simple.  They entice children to come in by offering them a free toy with their meal.  McDonalds’ goal is to get these kids hooked on their signature burgers and fries, and thus making them customers for life.

Facebook initially used a similar approach as McDonalds’ Happy Meal campaign to reach their target market.  When Facebook first launched, it was only for college students (just how the Happy Meal is meant for kids) and the exclusivity of the system (parallels the Happy Meal toy).  Facebook’s goal, just like McDonalds, was to get initial users hooked on the ability to track what friends are doing (burgers and fries), and make them customers for life.

These guaranteed customers for life, that both McDonalds and Facebook have, has enabled both companies to test new features, options, items, and push boundaries, which is something that their competitors, in their respective industries, do not have the luxury of doing.

Both companies’ use of the McDonalds’ Happy Meal promotion to generate customers-for-life  is why I consider Facebook and McDonalds to be alike.  It is why, it seems only fitting that their are rumors floating around about  Facebook and McDonalds collaborating on a location based promotion where people who check into a McDonalds via Facebook would receive some sort of benefit.

#TSNT Week 6

Continuing with my expedition to start a #TSNT movement, I will post some of the most intriguing, unique, and thoughtful things people are doing at the beginning of each #TSNT blog.

This week they are:

Twitter Fail Whale…waiting, any week now…

My #TSNT this week, was one of extreme simplicity.  It was my inaugural blog post for the Brand Awareness section of my blog.  The piece is about my experience with the brand Dunkin’ Donuts.

You can read this extremely popular piece here: Brand Awareness – Dunkin’ Donuts.

What did you do for your #TSNT? Is anyone going to join me in this effort?

Brand Awareness – Dunkin’ Donuts

Everyone (Mom, Dad, Danielle, Danny, and Adam) – wow I have five people I know that will read this – it is time to get excited again.  Why?

I will now be adding another posting to my weekly repertoire.  Now there will be a minimum of four postings per week that you can ignore.

The new addition will be a weekly Brand Awareness posting.  It will be about something that I have noticed in everyday life (commercial, in-store promotion, etc.), that either helps or hurts to define a company’s brand.

These postings will be brief in text (I think) and will have photos and/or videos (to keep people entertained).

So without further adieu it is time for the inaugural Brand Awareness post and first picture.

The Brand Awareness weekly posting idea came to me yesterday after leaving Dunkin’ Donuts.

Before I get into the what and the why, let me first interject and explain Dunkin’ Donuts place in my life.  (I am fully aware of the redundancy of this, as the people listed at the top know my basic life story.)

I was born and raised on the west coast.  In other words, I did not have Dunkin’ Donuts growing up.

If I wanted donuts, I went to one of the following places: Donut Alley, Safeway, the gas station or anywhere that sold Krispy Kremes.  At this time in my life coffee was a non-story, because I did not start to drink coffee until my last couple of years in college.

It was not until I went to school at the University of Wisconsin that I was introduced to Dunkin’ Donuts.  Initially it was brought to my attention by the kids from the east coast who clamored for their Dunkin’ Donuts coffee.

Finally, the summer between my junior and senior year of college I tried Dunkin’ Donuts for the first time.  I was instantly hooked.

Even before I ever tried Dunkin’ Donuts, I was fascinated by the company.  I needed to know why people from the east coast swore by it, and more importantly why is there at least one location per mile in the tri-state area?

Fast forward to today.  I currently live above a Dunkin’ Donuts and Baskin-Robbins love child.

I go there a few times a week and continuously fascinated by the various ways Dunkin’ Donut goes about updating their menu to keep their brand fresh.  Yet, it was not one of the blatant changes (i.e. the new summer drinks) that motivated me to write this blog, but the subtle things Dunkin’s staff member do each time I go in.

Lately, Munchkins (the Dunkin’ Donuts’ donut hole) has been a staple in my order.  I order four for a dollar, which fills the hole in my stomach (pun intended) and doesn’t kill me with calories.

However, the person who takes my order always throws in one or two extra Munchkins.  It is a nice gesture and unquestionably a positive move for their brand.

It would be a nice surprise too, if when I opened the brown bag of donuts I happened to notice a couple extra free Munchkins, but that never does happen.

Every time the person who fills my order tells me, in a way too suave manner, that they tossed in a couple extra for me.  In a way it feels cheap, and seems to negate the intended good of giving their consumer additional free Munchkins.

Is Dunkin’ Donuts helping or hurting their brand with this tactic?  Your thoughts?

Weekend Shakedown – What the Hashtag?

What the Hashtag?!

What the Hashtag?! on What the Hashtag?! in 140 Characters or Less:

“The user-editable encyclopedia for hashtags found on Twitter, [that tracks] 14,394 hashtags for 5,119 users.”

Me on What the Hashtag?! in 140 Characters or Less:

What the Hashtag?! is the realtime database for hashtags, that enables you to follow the conversation and track users’ participation.

The Best Part About What the Hashtag?! in 140 Characters or Less:

What the Hashtag?! enables users to track the realtime conversation and comments that people are making under a particular #hashtag.

How Companies Should Take Advantage of the Aforementioned in 140 Characters or Less:

Companies can track what people are saying about their brand & relevant topics. In add., they can track who are the leaders of the market.

What the Hashtag?! is missing in 140 Characters or Less:

I would like a feature that enables the user to see what other similar topics are trending.

Final Thoughts on What the Hashtag?! in 140 Characters or Less:

I have just begun to use What the Hashtag?! and already see how it amplifies the various features that twitter provides.

Print Media Is Not Dead

Everyday there is a new article, blog, video, interview, etc. about how print media is dying.  Those that make this claim attribute it to the increasing number of sources (computer, phone, ipad, etc.) consumers can get their news instantly and in real-time.

I understand their argument.  It is true that by the time the morning newspaper arrives on the door steps the articles are outdated.

“Traditional” print media is dying because everything  ”traditional”  dies – from rotary telephones, to radios, to cell-phones, to non-HD TVs – it is how we operate as a society.

However, just as the phone, radio, and television are not dead, print media is not either.  It is not even close to dying.

In fact, assuming the print media industry is willing to adopt change, the newspaper may actually just be that next big thing.  It has the potential to be more prominent than the latest notebook, smartphone, and tablet.

Before you exit out or go straight to the comment board, please hear me out.

Hands down the current, most popular trend in society is social media, whether it be Facebook, blogging, micro-blogging, or location based gaming. The reason for this phenomenon is derived from the interaction among its users that social media provides.

Social media, by no means, was the first service to provide a medium of interaction before others, (why do you think people went to religious services since the beginning of time) rather it is just the now medium.

This brings me back to print media.  Newspapers are currently a one-way medium, in that readers read what writers write.  The reader has to go out of their way to respond to the writer by e-mailing, sending a letter, or tweeting; with no guarantee of a response.

It is clear to see where the hole lies in print media, the challenge is transforming it to a piece of interactive medium.

Before we get to how to transform, we must first look at the core of print media and where it strives.  The newspaper is compatible (can fit in a pocket, purse, briefcase, etc.), made-for-everyone (as there are sections dedicated to all ages and all interests), filled with valuable content, and never needs to be re-charged.

How can we take the already established positives that the newspaper provides and make them interactive?  The solution is simple.

Augmented Reality (AR). Augmented reality (AR) is a term for a live direct or indirect view of a physical real-world environment whose elements are augmented by virtual computer-generated imagery (http://en.wikipedia.org/wiki/Augmented_reality).

Incorporating augmented reality bar codes throughout the newspaper would enable users to access additional features by way of virtually any medium designed to work with these images.  This ultimately supplying publication companies with endless possibilities of making the newspapers interactive.

Newspapers, for example, could have an AR sticker with each article.  When this bar code is unlocked one can see the latest video commentary on the article, participate in an ongoing chat session about the topic, or be alerted when breaking news occurs about the topic.

With AR the opportunity for newspapers to obtain advertisers increases.  Advertisers can now incorporate ads before each AR session opens, and make their own ads interactive.

While creating an interactive newspaper is possible.  It is nothing short of a daunting task.

Publications need to put to bed the idea of saving “traditional” media, and embrace the opportunity of the challenge that lies ahead.