LOST IN MASTICATION

UC Irvine hosted a budget write-in this week and I can’t imagine why we’re still putting pen to paper.

While delivering letters in bulk to our state legislators is much more civil and respectful than the protests and disobedience that have been observed around UC campuses this past month, aren’t there more innovative, collaborative and effective ways in which to communicate our dismay with the state of the State and University?

After all, isn’t the University of California the top public institution in the world?  Don’t we produce Nobel Prize winners and Fulbright Scholars, life-saving research and game-changing technology?

Advice to UC students.  Take what you know best — Facebook, YouTube, Twitter — and turn it into a campaign that legislators can’t ignore, toss aside, or hand to an aide to craft a scripted response.

The write-in would have been a good opportunity for student leaders to flip out their mobile phones and interview each other about the personal impact the fee hike will have on them come the new academic year.  It was a chance for students to plead their hardships, share their personal stories, and talk about their needs… and to tell their stories through a new medium to legislators and public citizens alike.

If just a 1,000 students from each campus joined a Facebook fan page or custom website that integrates Facebook Connect (or the like) and allow students to voice their concerns online – that would be a collective power of 10,000 voices telling their story to the public. The public and media can then help pay it forward and tell tens of thousands of other people how devastating the fee hikes are.

A letter only goes to one person, and your voice may or may not ever be heard.  But new media content can be shared, redistributed, repackaged, emailed, linked, tweeted…  The same effort put into a letter can be put into a message that has the potential to be heard across the world.

And all it takes it the one story that becomes viral.  The one story that tugs at the hearts of the voters of California, the philanthropist across the globe, and the legislator who votes on the UC budget.

How about a video profile of how much it costs to be a bio major:  How much are your textbooks?  What additional lab fees do you pay?  And how are you able to afford the expensive rent around Westwood, Irvine, Santa Barbara?

Letter-writing campaigns didn’t even work in my time as a UCSA Legislative Affairs member or ASUCD External Affairs Chair.  What worked were the face-to-face meetings with the educational committee members, staffers for the legislators or better yet the legislators themselves.

Today, students have the best tools at their fingertips: new media and social networks.  Whether it’s a student, parent, professor or staff member speaking, why aren’t we using these innovative communication mediums, which are either no-cost or low-cost, to effectively lobby the State and its citizens?

A collective voice is a powerful thing when used the right way.

Protesting and rioting may have worked in the 1970s.  But times are different. Technology is different.

The UC’s budget is an obvious mess, and I have strong personal opinions about it.  What it boils down to though, is there’s plenty of blame to spread.  But I don’t think it’s too late to make a new media move — the right move — to influence change from the ground up.

Picket signs, the wood sticks and magic markers to poster board is so last millennium, and so un-ecofriendly.  If you want to be heard, to be green, to be innovative with your message, take a lesson from the 2008 Presidential elections.  That wasn’t that long ago…

THEN

Marketing and branding were about pushing your message to consumers. You sold them what they never knew they wanted.

Marketing used to be all about the product or service. What made your product unique from anything else on the market? What was the value-add in your version versus a competitor? Did you have the best price or experience for the money?

Branding was all about the image of that product or service. What perception did you want your customers to have about your company? What did customers feel about consuming what you had to offer?

NOW

Marketing and branding are responses to real-time customer demands and needs. Customers are telling you what they want. You are listening – more than ever – to the consumer, instead of dictating to them what they can or cannot live without.

Marketing is now much more than the product or service.  While people still connect with an object such as a particular coffee brand or airline, it’s not enough to sell how tasteful your peppermint latte is or the extra 6-inches of legroom compared to a competitor.

Likewise, branding is now about customer interaction (not to be confused with customer service), corporate social responsibility, online culture and community, and much more.

Making this shift to social media isn’t an easy move. Wait too long to get on the bandwagon, and you’ve lost your first-mover advantage. Act too fast, and you may not have a well thought-out strategy.

So how do you know whether to jump into the next new web trend? How do you evaluate your presence in that landscape? How do you use the new media tool in such a way that no one else is using it? Thinking outside the box and being innovative with the new media tools will help in setting your company, brand and product apart.

Whether it’s a mobile app, interactive website that has nothing to do with your product and everything about your consumers, there’s definitely a niche that you can create for yourself within your industry that will accomplish the original goals of branding and marketing.

Here are a few new media integration examples that are successful at tying together “new marketing” and “new branding” into the digital customer experience:

Sonicare: Adopt-a-Tooth

The Sonicare Facebook application keeps the user engaged over and over again by encouraging good dental hygiene through a “pet” tooth.  Take better care of our “canine” and be privy to special gifts and promotions.

When someone takes action with their pet tooth, it can appear on their friends news feeds, and is always visible on the owner’s profile.

In today’s social network landscape where the popularity of social gaming such as Mafia Wars and Farmville are growing exponentially, it’s smart for a brand to jump into the arena with the right interactive app.

Coke Zero Facial Profiler

Coca-cola claims that Coke Zero has been one of the most successful product launches in its history. In the two years since its release, Coke Zero has sold nearly 450 million cases and is available in more than 100 countries. So why not take this success and broad reach to connect your fans online?

That’s exactly what cokezero.com does. The site says nothing about the product except for a wordmark that includes the tagline “Real Coke Taste. Zero Calories.”  Instead, their site is home to the Facial Profiler application, which uses Facebook Connect to troll tagged images of you to help find your look-alike.

The premise? A social experiment: If millions of people like you enjoy Coke Zero, then there surely is another person that looks like you that enjoys Coke Zero.

USAA Mobile App

Your new media presence doesn’t always have to be through a web browser. USAA takes personal finance management to a whole new level with their iPhone app. Unique features include:

• Deposit@Mobile — Depositing a check is as simple as snapping a photo.
• ATM Locator — Find the closest ATMs.
• Loan Calculator — Estimate monthly payments on a loan.
• Rental Car Locator — Find the nearest Avis, Budget or Hertz location.
• Accident Checklist — Record accident details to help you file a claim.

Check Vark out on Sunday’s New York Times… Congrats, Vark Team!

A few months ago, I wrote a post introducing Aardvark (aka Vark) – a service where your question is broadcast to those mostly likely able to answer it within the Aardvark community.

Vark has been really useful because I can broadcast a specific question without clogging Facebook or Twitter feeds, and count on someone with at least a basic knowledge of my query, to point me in the right direction.

Today, I got an email from CEO Max Ventilla:

Since you’ve blogged about Aardvark in the past, I thought you might be interested in some exciting developments…

…Anyone can join now at http://vark.com using their Facebook account. (We’re integrating with other social networks very soon.)

[Fan them on Facebook too.]

This is a great move on the part of Aardvark.  They’ve really come a long way in the last few months, partly thanks to the growth in number of users.  Once it reaches critical mass, it’s value will increase exponentially.

Five more suggestions that I think will make their tool and brand name powerful are:

1. Allow my Vark Q&As to be published to social network feeds, particularly on Facebook, Twitter and FriendFeed.
2. Facebook app that can also be a tab within a profile where friends can see your Vark profile, and question/answers.
3. iPhone app (this is already in the works)
4. And if an exact or very similar query has already been answered, to automatically “reuse” that answer for faster responses (with a like/dislike option).
5. Vanity URL to profile.  (I’d like “vark.com/sherry”.)

I enjoy Vark because it’s (almost) anonymous social networking: I’m interacting with strangers to help them out, and vice versa.  If you use the instant messaging (IM) tool for Vark, the unexpected randomness of questions breaks up my work day.  Vark “interrupts” subtly by asking “Are you there?” and you can choose whether to engage or not by typing “sure”, “busy”, or “pass”.

Try it out… you’ll be surprised at how much you actually know.

(more…)

“Journalism is the first rough draft of history.”

-Philip L Graham, Publisher, Washington Post

I had several conversations this week about how Communications Directors and other media relations folks can use Twitter to interact with the printed press.   Interesting topic for a few reasons:

1. All indications are that the printed press is of the dying breed;
2. Using a 2.0 tool to connect with 1.0 media seems like an oxymoron;
3. New media communications is about getting information out quickly, and interactions surrounding it.  Print offers neither.

My colleagues and I stopped using news wires, primarily because of the cost associated with their services.  The same effort that it takes to write a press release and submit it through news wires can easily be used to broadcast yourself by serving as your own news service.

Communications needs have changed, as well.  I find more value in the interaction and feedback with our constituents on our blogs and social networks (primarily Facebook).

All this said, many journalists are adopting 2.0 tools in order to save their 1.0 business. Just this week, the New York Times appointed Jennifer Preston (@NYT_JenPreston) the New York Times’ first Social Media Editor.  Both the Times and Washington Post are doing a great job using new media and multimedia tools, and creating unique content using free resources such as Google maps and API calls.

So how do you find the reporters/journalists that best fit your communications needs?  Try these resources.  (If you have other ones, let us know by leaving a comment!)

• @muckrack – Muck Rack is the best repository of journalists that I’ve seen so far.  You can sort by beat, news outlet, or even recent tweeted photos.
• @wefollow – We Follow is a user-powered Twitter directory where Twitterers self-identify their areas of interest or affiliation through tags.  It’s not as easy to search by beat or outlet as Muck Rack, but you may find some unusual suspects here.
• Media on Twitter – In addition to U.S. journalists, Media on Twitter has lists of journalists and news media Twitter accounts in Australia, Canada, France, India, Malta, Mexica, Russia, South Africa, Thailand and the UK.

By the way, if you’re a major newspaper needing a Social Media Editor, tweet me @sherrymain.  I’m interested… and interesting!

I often find myself trying to explain why I tweet, how it helps me, and why not Facebook… to list just a few questions.  Tweeting isn’t for everyone.  And, to each their own.

So here are my personal reasons for Tweeting (note: this does not translate to my philosophy on my professional/business uses of Twitter):

• I learn A LOT. 140 characters gives a quick summary about a story, and helps me decide if I want to read more – whether it’s new media stories from @Mashable or current events from @WSJ.
• Making connections.  I communicate with reporters such as @grobbins in my professional capacity or find the best local eats from @dbgoudie.  I even get virtual high-five’s from @charliefogg.  It’s like going to a networking event or meet-up… but not.
• Be the first to know.  News travels like rapid-fire on Twitter – way before it can be picked up by online newspapers.  Imagine had Twitter existed on September 11, 2001.  How many more lives may have been saved, I wonder?
• It’s not about getting 17,000 followers.  I’m on Twitter because it’s a great way to discover new things.  I enjoy the random conversations that I could never have otherwise with @ChasL, an interactive designer in Austin, or ReadWriteWeb blogger @eng1ne.  That said, I am flattered that 500+ people find what I say to be interesting enough to follow me.
• Brands and celebrities are uninteresting.  I hate being marketed to and I don’t gain anything from knowing where Britney is getting her car washed. But I do enjoy @Zappos or @JetBlue because they aren’t just about selling, but about offering human connections.
• No need to reciprocate.  In Facebook, you are mutually “friends”.  In Twitter, there’s no obligation to follow anyone… even those who are my real friends.  In fact, I only follow those who regularly post unique and intriguing tweets.  I can’t imagine trying to follow 1,000 tweeples as an individual.
• There are no rules.  BAH to those who say to limit tweets to 5x per day or avoid tweeting personal details.  I’m human and if I want sympathy for my migraine, I’ll seek it.  Tweet as little or as much as you want, about whatever.
• Camaraderie. Put another way, snobbery.  It’s yet another elitist clique where you have unique friendships – a sort of post-college sorority/fraternity.

Join the club and follow me @sherrymain I’d love to hear about your personal philosophy on tweeting too.  What do you get out of it?  Leave me a comment and let me know.

This Mother’s Day weekend, Facebook is rolling out a new profile feature that allows you to show your immediate family members in you bio.  There are plans to expand this to extended family members in the near futue as well.

Facebook has come a long way from a college network.  It’s really built itself as a community for classmates, professional networks and family members alike.  In the past six months alone, I’ve seen friends and family that I never thought would join Facebook take on to social networking.

If you missed this a couple months back, Facebook also let’s you create private family groups now.  I think this is a great way to cut down on email invites and links.  Click here to start your family page.

I don’t know why I’ve recently had such fascinations with subway maps.  It’d be cool to be known for illustrating one…

information Architects has released their fourth Web Trend map, modeled after the Tokyo Metro Subway System

The Web Trend Map is a yearly publication by iA Inc.  It maps the 333 most influential Web domains and the 111 most influential Internet people onto the Tokyo Metro map.

Domains are carefully selected by the iA research team through dialogue with map enthusiasts.  Each domain is evaluated based on traffic, revenue, age and the company that owns it.  The iA design team assigns these selected domains to individual stations on the Tokyo Metro map in ways that complement the characters of each.  For example, Twitter is located in Shibuya this year, as Shibuya is the spot with the biggest buzz.

Why Tokyo Metro?  Because the complex metro lines are the best analogy to the Internet we have found for a trend map.  To serve our purposes, however, the Tokyo Metro map has been modified slightly from its original version.

iA is soliciting final feedback on this Final Beta version before sending it to the printer.

I’ve referenced their last two maps extensively in new media/digital strategy maps.  Here are links to those:

Saw this Public Service Announcements on TV this weekend. An important message – for all ages. I’m surprised this hasn’t been done before.

But then again, I’m not in the targeted age-group, nor do I watch much TV. And with TiVo, even less commercials…

Some protests are taken to the streets, others through petition or boycotts.  Today, an issue a half a world away is gaining momentum online through social networks and new media platforms.

The New Zealand Internet Blackout – which I first read about on Read Write Web (@rww) – is an online social media movement that asks Kiwi’s and non-Kiwi’s alike to protest against the Guilt Upon Accusation law ‘Section 92A‘ :

…that calls for internet disconnection based on accusations of copyright infringement without a trial and without any evidence held up to court scrutiny. This is due to come into effect on February 28th unless immediate action is taken by the National Party.

Find out how exactly to update your Twitter, Facebook, MySpace, and Web site profiles at the Creative Freedom Blackout page.

Here are some images you can use for your profiles. Just right-click to save to your desktop and upload to your profile pictures:

I’ve blacked out Twitter, Facebook and this blog.

YouTube is bringing together the world’s first collaborative orchestra.  And though it’s too late to enter to be considered for the project, it’s not too late to participate by voting on 3,000 audition videos from more than 70 countries and territories spanning six continents. Submissions came from Kazakhstan, Mauritania, Eritrea, Venezuela, Vietnam, Russia and the U.S., and included everything from the violin to the toy piano and even an audition on the musical saw.

The selected few will perform this spring at Carnegie Hall. You can now vote from the selected finalists who have been narrowed down by a panel of musical experts from the London Symphony Orchestra, Berlin Philharmonic, San Francisco Symphony, Hong Kong Philharmonic Orchestra and other leading orchestras around the world.  The final selections are based on such criteria as musicianship, vitality of performance and originality.

What a great idea to bring together musicians from around the world that otherwise would never have come together.  It’s all a twist of fate and a whole bit of luck bringing together these amateurs and professionals alike to perform on one of the most coveted stages in the world.

This is a great example of social media bringing together a community of musicians from around the world to accomplish a task that couldn’t happen in a 1.0 world.  Imagine the camaraderie that these musicians will enjoy… just because of simple videos and votes from strangers like myself that will bring them together for one night at Carnegie Hall.  And social networks – whether it’s YouTube, Facebook or another crowd-gathering site – will keep them connected for years to come.

Had I known about this earlier, I may have tried to get a hold of a contra-bass clarinet and entered myself. There’s something about being a part of a group of people symphonizing to make music.  It’s a beautiful thing, and I miss it a lot.