Posted by Jaci Russo
I will be speaking today at Our Lady of Fatima school (for safe environment certification for the 2012-13 school year) on raising a cyber smart kid. With parents who are digital immigrants raising kids who are digital natives, there is a gulf that is getting wider every day. The goal is to inform parents so they can raise their kids to be cyber smart.
Although most of the online activity happens after 3pm, it is critical for schools to work with parents to train the kids properly. It takes a village.
For a quick guide to help, download the ebook, Social Media Security, for info and tips to parent in the digital age.
Posted by Jaci Russo
KPEL 96.5 and The Russo Group team up every Monday at 5:15pm to present Brand Buzz. Each week, we share tools you can use to build your brand and grow your business. Be sure to subscribe to receive the weekly ebook and daily tips via email. Download the ebook on Media Management and learn more about how to adapt to the changing media landscape.
There are three elements to building a brand:
Focus defines that one differentiating and powerfully compelling quality that makes your brand razor sharp, cutting through the clutter while making your brand known and remembered.
Connection establishes the "voice" or message of the brand, making it the preferred choice over the competition.
Harmony works to identify and then develop a series of branded touchpoints that establish trust between your brand and the consumer.
As you work to build your brand, who you talk to (focus) and and what you say (connection) starts to solidify and where you put the message (harmony) becomes the priority.
It used to be easy. Back in the good old days, we could run ads in newspapers and on tv and sales would follow. But times have changed. Business Report shared a recent survey of the media habits of Louisianians:
The latest results from the 2012 Louisiana Survey shows that—for the first time—state residents are getting more of their news about state politics and public affairs from online sources than from print. Of the survey respondents, 22% said they turn to online sources as their top source for the news, while 14% said the same of print publications. Nonetheless, TV is still the king, though its grip appears to be loosening. While 61% last year said TV is their No. 1 choice for news, that number slipped to 56% in this year's survey. "The increase in online usage isn't surprising, but reminds us that media literacy is a potential concern in Louisiana," says Jerry Ceppos, dean of LSU's Manship School of Mass Communication. "With the proliferation of online news sources, many people don't know how to differentiate reliable sources of information from those that aren't so reliable. Sorting through the wheat and the chaff is very difficult." Not surprisingly, the survey also shows that younger respondents are more likely to identify the Internet as their primary news source. Of 18- to 24-year-old respondents, 30% cited online news as their top source, while 39% of 25- to 34-year-olds said the same. Just 6% of those age 65 and up said they turn to the Internet for their news more than elsewhere. Perhaps most disturbingly, 32% of respondents said they don't know whether the websites they use for news content are run by legitimate news organizations. The Louisiana Survey annually aims to serve as a barometer of statewide public opinion on a number of issues. The overall survey included 731 randomly selected respondents, who were polled via phone. Complete survey details, results and methodology can be found here.
As the media universe has expanded we have more ways to reach consumers and better opportunities to connect with them. Now, you have to focus on how to integrate your message into these new tools.
Download the ebook on Media Management and tune in to Brand Buzz on KPEL 96.5 at 5:15pm to learn more about how to build your brand through traditional media, new media and social media.
Posted by Jaci Russo
In the early 1980's, with rising interest rates and a need to raise capital, someone in the American Airlines marketing department decided to launch a campaign raise a few million dollars quickly.
For $250,000, travelers could buy an unlimited first class ticket and for $150,000 more they could add a companion ticket. So, for just $400,000, you and a friend could fly anywhere, anytime for free for the rest of your life.
As the Los Angeles Times reports, The Frequent Fliers Who Flew Too Much, the airline decided the AAirpass tickets that they sold were actually being used...often.
In one 25-day span this year, Mike Joyce flew round trip to London 16 times, flights that would retail for more than $125,000. He didn't pay a dime.
He was airborne almost every other day. If a friend mentioned a new exhibit at the Louvre, Steven Rothstein thought nothing of jetting from his Chicago home to San Francisco to pick her up and then fly to Paris together.
In July 2004, for example, Rothstein flew 18 times, visiting Nova Scotia, New York, Miami, London, Los Angeles, Maine, Denver and Fort Lauderdale, Fla., some of them several times over. The complexity of such itineraries would stump most travelers; happily for AAirpass holders, American provided elite agents able to solve the toughest booking puzzles.
But now, American has begun investigating the frequent fliers in an effort to disqualify them from the program and an attempt to revoke their AAirpass Lifetime Tickets. The airline has even gone so far as to interrogate companion fliers to force confessions that they paid Passholders for the ticket and investigating the member to try to find some kind of fraud.
A quick Google search shows that this is a hot topic and all articles point out the error of American Airlines' ways. Rather than build emotional connections and embrace their biggest brand advocates, American is investigating them. Instead of building an ad campaign that will reignite the love of travel as seen through the eyes of passengers they have flown around the world, American is banning them from ever stepping foot on their planes again. American is worried about the cost of these passengers instead of focus on the millions of dollars in bad PR that this response is causing.
With social media, the story is spreading like wildfire and thousands of bloggers are weighing in with their comments and observations. This will only continue to hurt the brand. American needs to step in, quickly, and change the conversation.
Obviously, it would be best to not offer a program that you can't afford. Why in the world would American assume that the people who bought the passes wouldn't use them...and often?
“We thought originally it would be something that firms would buy for top employees,” said Bob Crandall, American’s chairman and chief executive from 85-98, according to the L.A. Times report. “It soon became apparent that the public was smarter than we were.”
If you do find your company in a situation where they need to end a program, then do it with integrity. Rather than investigate your biggest customers and cause them harm, find a solution that can work for both parties. Of course the best case scenario is to not sell something if you can't afford to honor the deal.
Posted by Jaci Russo
Tune in to KPEL 96.5 at 5:15pm every Monday for Brand Buzz. Each week we discuss what it takes to build a brand, why it's important, and how to use social media to your advantage. This week we will be discussing the most important connection you can make online, Customer Service. Download the ebook, How to Use Social Media to Improve Customer Service, to learn more.
Social Media provides powerful tools to connect with your consumers. One of the strengths is listening to how consumers talk about you and your competition. Knowing what they think will provide the consumer insight you need to change the conversation. Build a Listening Station to monitor those conversations and learn more.
When it comes to building your brand, creating an emotional connection with your consumer is key. One of the ways you can do that is through Brand Communities that enable your advocates to 'hang out' together and share their brand stories - sort of like a clubhouse.
Engaging in Brand Conversations online will allow you to engage the entire network of your brand advocates. When you respond to their comments, then you will appear in the news feed of their followers which expands your reach. You have the opportunity to reach hundreds of thousands of potential consumers with every message you post. How will you use that power today?
Customer Service is crucial to building brand advocates. No matter how great your products or inexpensive your pricing, if your customer service is sub par then you won't be able to build advocates. Instead you will have a legion of people talking badly about you online.
Download the ebook, How to Use Social Media to Improve Customer Service, to learn more. Tune in to KPEL 96.5 at 5:15pm every Monday for Brand Buzz. Each week we discuss what it takes to build a brand, why it's important, and how to use social media to your advantage. This week we will be discussing the most important connection you can make online, Customer Service.
Posted by Jaci Russo
One of the best Brandom Thoughts videos of all time. In Ashley's absence, Andy interviews Lady Gaga to talk about her brand. And, of course, hilarity ensues.
Posted by Jaci Russo
"What’s the difference between a mission and a vision? How’s a purpose different from a goal? Does the corporate mission last forever, or does it change over time? If you’re confused about any or all of these, it’s not your fault. For two decades, business leaders have tossed these terms around with reckless abandon, while experts have defined them in ways that seem to contradict one other." by Marty Neumeier
Does your company have stated goals?
What is your Mission? What is your Vision?
Ultimately, what is your company's Purpose?
Your success won't be created by luck. It isn't happenstance or accidental. Brand advocates are loyal to you because of the service, the products and the experience. By defining your goals, mission, vision and purpose you can forge a specific path to achieve success.
Have you defined your target consumer? What do you know about them? Beyond just basic demographics, like age, gender, salary. Do you know what they like? How they think?
Have you defined your brand message? Do you know how to explain who you are in a way that will make them care?
Have you selected the tactics that will make the most impact? Knowing your target consumer means knowing where to reach them the most often to compel them to act.
Developing a brand plan, based on consumer insight, will enable you to change the conversation and craft a message that will provide an emotional connection. Defining your goals, mission, vision & purpose will strengthen your approach to connect with your advocates.
Posted by Jaci Russo
Let’s face it- we all love a good sporting event. No matter what part of the country you are from, there is a particular sport that most people tend to be attracted to. Whether it be hockey, baseball, football, basketball, or even golf – it is common for individuals to be drawn to a certain team in particular. Although all sports and teams are all very different, one thing they all have in common is the fact that in every sport, there is a uniform players wear.
You can always find loyal fans decked out in replica jerseys no matter the style or colors. Perhaps you are one of these fans – but have you ever thought about the marketing aspect of sports teams uniforms? Do the wild, neon, and outrageous uniforms draw positive attention to the team, or is it a better idea to stay true to the brand identity and go for a plain and simple looking uniform?
Many collegiate sports teams are rooted in traditions and very seldom stray from them while other teams take their history and run with it. Let’s take the University of Maryland for example. This past season, the team unveiled their new uniforms. The uniforms resembled the Maryland state flag with half of the flag down one side and the other half down the other. These wild prints were sure to catch your eye. Although they are very flashy, they have symbolism and tradition behind it. Was this a good move on the University of Maryland’s part? It certainly gained lots of attention from the media, but did they stray too far from their brand?
Other sports teams, like the University of Kentucky basketball team, take the simple route. The team’s uniforms are traditional white and royal blue with very little design. They rarely ever stray away from the classic simple design that they currently have. By sticking to something traditional and simple, does this hurt the team’s brand image – or does it give off a classic vibe that they are “here for business”?
Many people think that there should be regulations across the board for sports team’s uniforms. There would be less attention directed towards the uniforms, and more concentration on the actual game and focus on the skills. By doing so, will this take away from a team’s individual brand? Having a certain flashy or classy uniform defines who the team is as a whole and sets the tone for their brand promise. Staying true to your team’s brand is often difficult since many things are constantly changing –but one thing is for sure… once that uniform is put on, its GAME TIME!
How do you relate to your favorite team’s brand?
Does the fleur de lis of the New Orleans Saints have a special place in your heart? Do you feel fearless like Mike the Tiger when you put on your LSU jersey? Are you loyal to your home town team and rock Ragin Cajuns red every Friday?
Let us know! We would love to hear from you!
Happy Branding!
Elise Tauzin
Posted by Jaci Russo
Tune in to KPEL 96.5 at 5:15pm every Monday for Brand Buzz to learn more about how to grow your business. This week we will be discussing the best ways to use Twitter to build your brand. Be sure to download the ebook about Twitter to learn more.
Each social media has it's own strength. When Facebook acquired Instagram for $1B it was to gain access to their 33 million users. Those users were primarily under the age of 25 and had chosen Instagram as the anti-Facebook, appreciating its simplicity and ease of use. Twitter has continued to gain strength for its simplicity as well.
There are 6 ways Twitter can help to build your brand:
1 - Following - Since Twitter isn't mutual (users don't have to friend each other, you can be followed by someone and aren't required to follow them back, the mindset is different. It is easier to gain more followers.
2 - Reach - Twitter is a global tool and you now have the ability to easily reach beyond your borders to connect with like-minded individuals around the world.
3 - Expertise - Through Twitter you are able to easily share your knowledge and professional experience to establish yourself as an industry leader
4 - Exposure - Whereas Facebook is primarily centered around people you already know, Twitter provides the tool to amass a following of people that you like to get to know.
5 - Knowledge - Through Twitter, you can easily and quickly learn about what is going on in your industry in other communities and networks
6 - Insight - You can gain an enormous amount of insight into what your consumers like and how they think simply by paying attention to Twitter.
For most people, they have stayed away from Twitter because it seemed overwhelming to take on another tool and the platform was confusing to them. Download the ebook and tune in to Brand Buzz on KPEL 96.5 at 5:15pm today and then you can master Twitter and impress your friends.
Posted by Jaci Russo
In honor of the arrival of Charlie Parker Grow, we celebrate our favorite Brandom Thoughts videos. This episode, 5 Ways to Destroy Your Brand, introduces one of the many guest characters, Stacey "Prop Girl" Grow (aka Charlie's mom) that have appeared on the show.
Check it out and learn more about what not to do, unless you actually do want to destroy your brand.
You can see all of the Brandom Thoughts video series on Youtube.
Posted by Jaci Russo
Whether it's the ruckus created by Cartoon Networks' stunt in Boston a few years ago (police thought the characters had bombs) or just really great campaigns defining who they are like USA Networks' 'Characters Welcome' effort, there is a history of cable networks building their brands by changing the conversation. In the past few years, TNT has gone from the 'home of Law & Order reruns' to providing fantastic dramatic series like The Closer. Recently, TNT brought their drama to life on the streets of Belgium.
The guerrilla stunt began with an intriguing setup. A black and white striped podium with a big red button on top, similar to an ignition for dynamite. Hanging above the podium is a large arrow that read "Push to add drama".
As passersby push the button, the drama of TNT comes to life right in front of them with car chases, police storming a building, motorcycle stunts, paramedics, shoot out, escaped criminals and fight scenes. Sort of like a 'Flash mob crime scene'.
The video is worth a watch for the dramatic score if nothing else. Personally, I enjoyed the stunned faces of the onlookers, especially when the bikini babe takes off on the motorcycle.