Archive for the ‘facebook’ Category

everything I know about social marketing I learned from my taekwondo master.

November 2, 2009

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Grandmaster Kim may not tweet or post his favorite kicks on Facebook. But he has mastered Social Media and, in the process, built an internationally recognized school, Jae H. Kim Taekwondo Institute.

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Build Community

The school, a stone’s throw from Fenway Park, plays host to Korean surgeons, clerks from Ethiopia, French chefs, and students from Boston University. But, in uniforms and bare feet, we’re members of the same tribe, thanks to the community that Mr. Kim has built.

He hosts an annual holiday luncheon, expects every black belt to teach other students, and encourages us to visit sister schools around the world. Jet-lagged in Singapore, I still found a home and welcoming instructors at the JHK dojang.

This year Master Kim is throwing a Hanmadang to celebrate the school’s 35th anniversary. Visitors from the other schools will come for a day of competition, showmanship, demonstrations, songs, and, yes, eating.

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Think about the communities in your company. Are they welcoming? Passionate? Open and well organized?

Tell your story

A beautifully hand-painted scroll, a gift to Mr. Kim from the founder of Taekwon Do,  General Choi, greets everyone who enters the dojang.

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In the visitor’s area, next to the cushy sofas, are booklets packed with moments from the school’s history. Events like the “Friday Night Fights” and the showdown between Mr. Kim and his top 3 students against a competing school, are told with full relish.

The message is clear to every member, you’re part of something great.

Story fills your brand up with meaning. It lets consumers know they’re part of something more than a business transaction. So, what’s your story?

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Keep talking and tinkering

Every week Master Kim sends emails updating members on the school. He’s not a chatty guy; every email is an enclosure and written formally. Mr. Kim changes up class schedules and shifts the focus every year to reflect student input. He takes risks on a daily basis.

Embracing change every day in your business may seem overwhelming. But, just like a turning sidekick, exercise those muscles and it becomes fluid.

Black-BeltAre you ready to kick your social marketing up a level. What are great examples in your own life?

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a song, a message, a movement

October 17, 2009

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It was a tremendous conference. Presenters from all corners of the globe and I was honored to be among them; marketers, designers, even a futurist with a fabulous accent.  Still, the highlight for me were the attendees; passionate, gracious and hungry for information.

With the conference over I said good bye to colleagues and friends, and welcomed my family who flew in from Boston.

Back in my hotel room we watched the DVD of the previous evenings award show winners. All the winners were inventive and shared world-class production values but one campaign was more than branding.

Channel O aspires to be an Original African music channel that delivers world class content. Its ‘Young Gifted and Black’ campaign as its Facebook fan page announces is nothing short of ambitious.

“It’s a song. It’s a message. It’s a movement. Join up and Wear it Loud!”.

Taking impetus from the 1970 Nina Simone song ‘To Be Young, Gifted and Black’ the network created a music video, a fully integrated ad campaign, a T shirt contest, and full range of 2.0 efforts that celebrate the musical talent that is found in Africa, both historic and current.

We began the day walking through Soweto where I struggled to digest the horrors of apartheid. It’s too fresh to even be called history, apartheid is a current event. We ended the day watching the YGB music video and the FB fan page was not ambitious it was right.  It’s a song. It’s a message. It’s a movement. And, it is as current and relevant as any campaign I’ve seen.

The music video below.

What do you think?

one fan at a time

September 4, 2009

I love my hood: espresso bars, burritos, and baked fries around the corner; mouth-tingling Thai and organic sushi a few blocks away. Just when I thought I was too full to waddle any further, Dorado appears with soft fish tacos from Mexico City.

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Why invest in a grande latte when the same $3 gets you a revelation of mushroom, fresh salsa, and avocado. I work my way through the menu: tacos to cemitas, shrimp to portabellos. Can’t wait to tell my friends.

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Below the beverage list on the wall I am invited to follow my tacos on twitter or befriend them on facebook. And I do. That’s how deep my love is.

While major brands make headway monopolizing the social media mixer, the opportunities may be greatest for the wallflowers. The small discoveries. The passion brands.

I’ve announced my love on their fan page. Now what? How will social media build my bond with this restaurant? Wish for fan-only specials or lessons in Chipotle. The best friends surprise you and love you back.

Are you a fan of something on facebook? If so, have they done anything to enhance your relationship or grow the love?

Tell us your stories. We’ll follow Dorado, give them tips, and see if this relationship is truly two way.

Meanwhile, hmmm. A nice swordfish cemita might hit the spot.

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