Archive for the ‘social media’ Category

endings+beginnings

March 22, 2010

3 brilliant spots.

Each makes a different point about beginnings and endings.

The first celebrates the end of a soldier’s tour of duty. I love how honest and simple the execution is.

The next is the perfect sequel ending to one of the most popular viral videos ever.

And the last sparked imitators world wide because–in a brilliant twist–the ending is the beginning. (Stay to the end, it’s worth it.)

All three  spots move me in different ways. Two of them cost almost nothing to produce. They inspire by strong writing and unexpected twists.

Flannery O’Connor once said “Beginnings+endings are critical moments . . . the shorter the narrative, the more important their function and their import.” These short ads make the most of both.

I hope they start something in you.

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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?

let’s talk

October 23, 2009

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We’ve talked about conversational writing. Now, let’s talk conversation. Part 4 of our Write With Balls session (from Promax/BDA) is all about getting the dialogue going.

Imagine running to a train when, suddenly,  other commuters break into a fox trot. What would you do? I’d take a picture and call my friends. That’s what T-mobile hoped for–and they turned it into a viral video that circled  the globe.

January 20th. I was sitting in front of the TV, laptop open and, while several million huddled together  in the Washington,  I was with all my friends watching the event with CNN and Facebook.

It didn’t matter that all the comments flying by were just a virutal version of “Can you believe this is happening?”

The ability to connect with my friends and strangers made a great moment even more memorable. And it was a perfect fit for CNN’s brand.

Finally, this spring, I felt like the world had taken a weird turn when I saw this video on youtube. But of course it was part of another massive plan. This time for True Blood, a revolutionary and virtual ad campaign.

Shared moments,  virtual moments, vampire moments: They’re different sides of the same subway token. Kind of crazy, totally exciting and here we are with the best seat in the house, witnessing this new frontier.

What’s your favorite shared moment?

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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