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Posts Tagged ‘social media’

Questioning Your Marketing Vision

Thursday, May 20th, 2010

Being in the marketing business, I question myself daily as to what makes me tick. What motivates me to buy a product, use one service over another, or donate to this or that non-profit? All of our clients have competition within their industries, the local market, or even on an international level. In the simplest terms, our challenge is to identify why someone would want to use their service/product over the competition’s, and to capitalize on those features using the various tools in our marketing repertoire.

Sometimes this challenge is easily overcome. Other times, you’re faced with a bigger issue. Today, I had a bigger issue.

Whenever I need a jolt of creative inspiration, I go to my favourite website, TED.com. TED is an amazing database of lectures by some of the world’s most famous minds in fields as diverse as marketing, nuclear physics and religion. This site has everything. This morning, I found myself trolling it’s categories once again for a spark of genius that would lead me to my eureka moment. And guess what? I found it!

In his TED talk entitled, “How great leaders inspire action” Simon Sinek challenges traditional marketing theory in such a brilliant way that I found myself bouncing out of my seat in excitement. Not very professional, I know. But on the plus side, I found the answer to my bigger issue, and my client will be better positioned to reevaluate their vision and positioning within their market.

As Sinek says, traditional marketing theory states that people want to buy a product, or an end result. This simply isn’t the case; it’s not how the brain works.Biology teaches us that the human brain is wired to be purpose-driven. This means that selling potential members on the vision of the organization is the key factor in motivating people to buy what you’re selling, so to speak.

People don’t buy what you do – they buy why you do it. ~ Simon Sinek

This rule is exemplified in the Apple computer brand. Apple makes good computers, but so do many other manufacturers. But Apple sells them differently. Apple doesn’t just sell a good computer – it sells an ideal. It positions itself as challenging the status quo. Anyone who wants to do the same should buy an Apple. Apple sells to innovators, to creatives; it speaks to the, “Why?”

My question to you is: Are you asking “why” about your brand?

As luck would have it, I also stumbled across an organization that’s doing this right. World Vision Canada’s Five for 5 initiative is doing a great job at communicating the “Why?” to their target audience. Here’s a video example of what I mean.

What other organizations do this right? Have you questioned your marketing vision lately?

Tags: corporate social responsibility, inspiration, Marketing, social media
Posted in Marketing | View Comments

CARE Canada: International Women’s Day

Thursday, March 4th, 2010

We all know that I’m an advocate for non-profit organizations that focus on social justice. Being in PR and marketing, I’m always interested to see what new, innovative methods non-profits are using to communicate their messages, and champion the needs of their clients.

One of my favourite non-profit organizations to watch is CARE Canada. Last year, I was fortunate enough to interview their President, Kevin McCort, an incredibly passionate, creative leader in the field. Kevin and his team stepped up to the plate in a big way recently in Haiti, partnering with Oxfam and Save the Children to create the Humanitarian Coalition. Jointly, they raised over 13 million dollars to bring aid to those affected by the earthquake.

CARE’s work extends far past disaster relief. Their mission is to fight poverty through the empowerment of women and girls in developing nations. Using education, economic development, health care and HIV/AIDS programs, as well as disaster and conflict relief, CARE Canada is working with communities around the world to achieve their goals.

The results are inspiring, to say the least. You can imagine my excitement when I was contacted by their Communications Manager, Kieran Green, who wanted to give me the scoop on their plans for International Women’s Day!

International Women’s Day, held annually since 1911, on March 8, is a global day celebrating the economic, political and social achievements of women past, present and future. To kick it off tonight, CARE is hosting the 1-night-only Canadian premier of “Half the Sky Live”, inspired by the best-selling book by Pulitzer Prize winning journalists Nicholas Kristof and Sheryl WuDunn. It features live musical performances, celebrity commentary, and chronicles the struggle of poor Ethiopian women who overcome sexual violence and discrimination. It’s the first time a non-profit development group like CARE has commercially released a film to both entertain and raise awareness of a global issue.

On Monday, March 8, CARE will be celebrating International Women’s Day with an innovative awareness campaign. I’m going to let Kieran tell you about it:

With our focus on empowering women at the core of our poverty-fighting work, International Women’s Day is a natural fit for CARE for spreading the word about our work, and about the importance of women in the fight against global poverty.

This year we were looking for something that could be both a symbol, and also a simple activity for engaging Canadians, and raising awareness about International Women’s Day. We thought about the red ribbon for AIDS, the pink ribbon for breast cancer research, and about the wrist bands other causes have adopted. We wanted to do something in that vein, but at the same time unique and attention-getting.

Then we remembered the old folk tradition of tying a string around your finger to remind yourself of something you don’t want to forget. The idea was born. So for International Women’s Day we want all Canada to wear the string as a reminder of all the things the women of the world have achieved, and of all the things that are yet to be done.

It’s easy to do – you don’t need to buy a ribbon or any special equipment. Just cut a piece of string, or wool, or yarn, or ribbon, and tie it on your finger. And it’s not just for this year. Our dream is for the string to become the globally-recognized symbol for International Women’s Day year after year.

How fantastic is that?! Taking a familiar tradition (the “awareness” ribbon), and giving it a unique twist (the “reminder” string) is such a cool idea. It’s easy, the audience understands the concept, and through the use of social media, people can become a part of the campaign in ways that just weren’t available in the past. Through Facebook and an interactive Flickr album, supporters will be able to take part in this initiative in a deeply personal way.

A mentor of mine once said to me, “Everyone wants to be heard. Everyone wants to be loved. And everyone wants to be part of something bigger than themselves.” CARE Canada’s International Women’s Day campaign fits this bill. We’ll be taking part. Will you?

Tags: events, guest contribution, inspiration, non-profits, public relations, social media
Posted in Public Relations, Social Media | View Comments

Why We Should All Be a Little More Like Steve Nash

Tuesday, March 2nd, 2010

I’ll admit, I’m not a huge sports fan. I think Sunday’s match up between Canada and the USA in Olympic Men’s Hockey, was the first time I’ve watched a full, televised game…Ever. But before you start throwing sweaty gym socks at me, I have to admit that I really, really enjoyed it. How could you not?! I can finally understand why sports is such big business.

Hockey aside, I’m not totally ignorant as to what happens in the world of professional sports, and who the players are. One name that’s always stood out is Steve Nash. I know he’s an amazing basketball player. I know that he didn’t even start playing basketball until he was in eighth grade, and that at a mere 6’3″ he beat the odds in terms of making it big. I even know that he’s a five time All-Star and two-time NBA MVP with career per game averages of 14 points and 7.6 assists. That’s right.

But when I picked up February’s Fast Company Magazine and saw him on the cover, I was intrigued. What business lessons could I learn from an NBA player?

It turns out that there aren’t many lessons we can’t learn from Steve. This reluctant “anti-brand,” household name, holds up in his off-court ventures as well as he does on the court.

Here are my Top 10 reasons we should all be a little more like Steve Nash:

1. He gives 100% – No one can call Steve a slacker.

2. He focuses on opportunities rather than setbacks – The man plays pro basketball despite the odds against him, namely height and a serious back injury.

3. He trains hard – Whether physically prepping for his day job, or becoming an intern at a marketing firm for the summer to understand this side gig, Nash isn’t afraid to get his hands dirty.

4. He’s not afraid of failure – He improvises on the court, and off. The man isn’t afraid to take risks.

5. He gives back – Remember when we were talking about corporate social responsibility a few weeks ago? Steve takes “giving back” to heart. The Steve Nash Foundation is a prime example of this.

6. He’s action-oriented – Rather than simply waiting for others to do the work, he takes on jobs himself, like writing scripts for commercials, and producing his own videos. He does it all. (See #4.)

7. He embraces change – Despite his reluctance to become a “brand,” he assumed the role with zeal when he saw how much good he could accomplish by doing so.

8. He’s a new media pro star – Production company (Meathawk Productions)? Check. Viral videos? Check. Twitter account? Yup. If Nash is doing it, maybe you should too.

9. He’s humble – With so many people feeling the need to “be somebody”, Steve exudes a reluctant celebrity status, marked not by the need to impress, but to make a difference.

10. He plans ahead – He knows he’s not going to play basketball forever, and has already assumed other roles to plan for this future. Staying innovative counts.

Steve is changing the game of business by making his own rules, and forging ahead with intent and creativity. How are you changing your game?

Tags: branding, corporate social responsibility, inspiration, public relations, social media, twitter
Posted in Marketing, Public Relations, Social Media | View Comments

Tweet Up Outtakes

Tuesday, February 23rd, 2010

Thursday’s Tweet Up, at the Boathouse Restaurant, was a huge success! We had lots of fun, gave out a tonne of prizes and we were able to raise some money for a good cause. What better combination could you ask for?

We here at Engine wanted to take a moment to thank the students from Loyalist PR, who partnered with us to put together this evening of networking and fun. Special thanks to Marina, Jeremy, Michael, Jordan, and Eri for all of their hard work! Thanks to Kerry Ramsay, co-ordinator of the Loyalist PR program, for her direction and guidance.

Another huge thank you goes out to Winding Violets, for taking the time out of their busy schedules to photograph our event. They also donated our grand prize: A private portrait session! (So cool!) Despite poor (very poor) lighting, they took a bunch of great photos, and we couldn’t be more pleased with the results. Make sure you follow Lucas on Twitter, and check out their Facebook Fan Page for an album of pictures from the event.

Thanks also to all of the vendors who donated door prizes: The Boathouse Restaurant, Classic Hits 95.5 & Cool 100.1 FM, Polish Day Spa & Salon, Essential Relaxation, Capers Restaurant, L’Auberge de France, The Organic Underground, The Empire Theatre, Chumleighs, Kernels Popcorn, Sweet Escape Dessert & Coffee Lounge, Belleville Art Association, Symphony Boutique, Stephen License Ltd., The Bull & Boar, and Foxy Hair Salon. Wow – that’s a lot of amazing donations!

You can take a look at our Facebook Fan Page for more pictures from the evening, but here are some outtakes that you won’t find anywhere else.

@brynajones (Me) having a great chat with some tweet up guests

@brynajones (Me) having a great chat with @KerryRamsay and some tweet up guests

@ariel_54 (Ariel) signing in with the help of @TweeterBird82 (Jeremy)

@ariel_54 signing in with the help of @TweeterBird82

What do you call a whole group of Tweeters? A flock? A gaggle?

@youresovanilla chatting it up

@quinterecycles enjoying the company of @SaraHamil

@QuintePR and @jerikabradford

@jessgrigg

@HastingsCounty

@jayzeb deep in conversation with @ariel_54

@dantruman and @brynajones having some fun with @maltesefalcon behind the lens

Thanks again to everyone for a successful evening! My only question: Who’s hosting the next Tweet Up?!

Tags: bloggers, events, facebook, photography, Quinte, small business, social media, twitter
Posted in Social Media | View Comments

Collaboration, Photography and Tweet Ups!

Wednesday, February 17th, 2010

Hi everyone! Wow, has it been a busy week for anyone else?!

This morning I had the privilege of speaking with the students from Loyalist College’s Art & Design Foundation program. The subject: “Social Media for Creatives”.

I’ve had the chance to work with the group before, and I couldn’t have been happier to be invited back by program co-ordinator, Robert Kranendonk. We love working with Loyalist’s faculty and students, and it’s always a pleasure to visit the college. On top of that, one of the highlights of the morning for me, was guest presenting with Lucas Tingle, and his wife and co-owner, Melissa Howlett, of Winding Violets.

These two incredibly talented professional photographers are based in Kingston, Ontario, but have worked throughout North America. They came in, literally at the last minute, to help me explain to the group why social media and personal branding are of the utmost importance for young, creative entrepreneurs. You must take a look at their website to see why I was so excited to bring them on board.

And it gets better!

Tomorrow, we’re partnering with Winding Violets and Loyalist Public Relations, to present the next Quinte Tweet Up! Lucas and Melissa have generously come on board to chronicle the event, pictorally, and we couldn’t be happier! With their avid use of social media, and their gifted photographic skills, they’re the perfect people to work with for the event.

And it gets even better!

Winding Violets is donating our grand prize: A personal portrait session for one lucky guest!

How do you qualify to win? Easy! All you have to do is show up to the Boathouse Restaurant in Belleville, Ontario, tomorrow night between 5:30-7:30pm, and donate to Flights of Hope and their relief efforts in Haiti. This is such a win-win scenario!

Why do you win? Once again, may I direct you to Winding Violets’ website. Also make sure to become a fan on Facebook, and follow Lucas on Twitter.

There’s still plenty of time to RSVP to this event via our Facebook Fan Page, our event profile, or by tweeting me, @brynajones, or @EngineCom.

Hope to see you there!

Tags: branding, events, guest contribution, mentors, Quinte, social media, twitter
Posted in Social Media | View Comments

Toronto Works for Haiti

Wednesday, January 27th, 2010

Today is one of those days when I’m amazed by the connections, and opportunities for community building and business, that social media allows. I’m even more awestruck by being surrounded by so many people working passionately for the cause of Haiti.

Why focus on Haiti on a business blog? Because it’s the perfect example of how so many elements that we’ve been discussing in this forum (ie. social media, cause marketing, corporate social responsibility) come together to make a measurable impact on society.

Today my friend and colleague in the social media space, Sophie Bifield, introduced me to her friend and colleague, Elliot Ng. Elliot is the founder of Toronto Works for Haiti, a group of volunteers in Toronto offering professional services in exchange for donations to Haiti.

Their goal is to raise $5,000 for relief efforts before March 18, 2010.

Currently they stand at 20 volunteers with skills ranging from administrative services to professional editing,
social media marketing, and realty. There are no overhead costs, and they’re asking that all donation go directly to the organizations they support, namely the Humanitarian Coalition, the Canadian Red Cross and Doctors Without Borders. All the recipients of the goods and services have to do is let them know how much they’re donating so they can keep track of their efforts.

Founder of Toronto Works for Haiti, Elliot Ng

Here’s Elliot’s take:

After hearing about the earthquake, I felt that it would not be enough to for me to just make a donation to the charities. I asked myself, “What can I do to offer more? How can I help people in Haiti even though I am in Toronto?” On top of that, my professional background helped me put my own spin on it: coming from the business background, I understand the need for businesses, and naturally I started connecting the dots. Why don’t I try to find other like-minded individuals who are compassionate and want to mobilize our skills for this great cause? So I picked up the phone and pitched to my friends: Roxanne Chow, Katherine Lee, Kilim Park, and Mark Savel. They liked it! Roxanne gave the group the name we are using now. Katherine started creating the structure of the organization. Kilim started writing on our blog. Mark suggested ideas on how to make this idea bigger. It snowballed and the rest is history.

There are a few things I love about this idea:

It raises money for a great cause.
It allows small business owners to make an impact on a global scale.
It creates awareness for small business, and is a great PR opportunity.
It creates opportunity for collaboration, and networking.
It’s a simple idea that your business could easily adopt for any cause you’re passionate about.

What do I want you to do?

Take some of the ideas we’ve dissected and apply them to your own business strategy. The bottom line for you is increased awareness, networking and sales.
Get involved with Toronto Works for Haiti or another local group like New Mercy Ministries, both to help with relief efforts, and to network with some brilliant, talented people.
Join the Toronto Works for Haiti Facebook group, and voice your support. Put their logo on your profile to spread awareness.

Whatever you do, make sure you act now. If not for Haiti, then for the cause you care about. Everybody wins! And you know I love a good win-win.

Tags: bloggers, corporate social responsibility, facebook, guest contribution, inspiration, public relations, small business, social media
Posted in Social Media | View Comments

Are You Connected?

Tuesday, January 26th, 2010

Maasai warriors on their cell phones, in rural Kenya. Are they more connected than your small business?

I have to admit, after the earthquake hit Haiti, I was having trouble writing new blog posts. I was having trouble writing anything. When the world is rocked by tragedy, our collective heart goes out to others in extraordinary ways. Already having a passion for this nation and its people, I was happy to see the world community reach out.

Non-profits, government, military, and citizens put their creativity to the test to mobilize and act to help Haiti. I was blown away by the level to which new technologies assisted not only relief efforts, but also rescue efforts. We saw an iPhone app save a man’s life. Tweets from Haiti were sent, and picked up by CNN, moments after the quake. I was able to follow the Canada for Haiti telethon unfold on Facebook, while watching the American efforts live via the Hope for Haiti iPhone app. Both the American Red Cross and World Vision Canada initiated text campaigns to raise funds.

All of these efforts have raised millions of dollars. Millions. And those are just a few examples of the ways that social media has united people for the cause of Haiti.

So what’s the lesson that your business can take away from this?

It’s that social media works, and it isn’t going anywhere. Let me repeat: Social media is not simply a trend. It’s not a fad. It’ll change–that’s guaranteed. Next year we might not be talking Facebook. We might not be using Twitter in the same ways we do now. But I can promise you, social media tools aren’t going anywhere.

When the tsunami hit Thailand on Dec 26, 2004, we didn’t have the iPhone. There was no “app for that.” The term “app” wasn’t even in our lexicon. That was only five years ago. Imagine how our communications will change in the next five years?

With technology being accessible to the masses, whether through free online platforms, websites, or smart phones, it’s time that small business owners sit up and take note. Your target market is donating millions of dollars online. They’re creating movements via text campaigns. They’re looking at your website, judging your expertise based on your content. Your audience is connected. Are you?

Tags: facebook, non-profits, small business, social media
Posted in Social Media | View Comments

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