A Little Extra Effort Goes a Long Way For Brands

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I have the same routine every morning:

Wake up. Stumble downstairs. Pour a steaming mug of coffee. Sit down with my laptop. Open my Internet browser. Admire the Google homepage.

The daily Google doodles never disappoint, and today was no different.

To honour what would be Queen lead singer Freddie Mercury’s 65th birthday, Google put together a short video featuring the song “Don’t Stop Me Now”. The cartoon animation has a video game feel to it that makes the clip fun, entertaining and upbeat. I loved it.

After madly texting my friends to check out the homepage, I started to think about Google’s success and dominant market position. There’s a reason why we say “hey, why don’t you Google that?” (other than the fact that Yahoo just doesn’t have the same ring to it…)

Google is arguably the best search engine out there, but posting creative daily doodles gives people another reason to check the homepage every morning. I always marvel at how much time and effort must have gone into designing the graphics. In my mind, it’s this kind of attention to detail that makes the Google brand stand out above the rest. These fun doodles create positive user experiences and give people the opportunity to connect and interact with the brand itself. It’s a basic concept, but it’s genius.

If you haven’t seen it already, check out the Freddie Mercury doodle:

Can you think of any other brands that stand out for going the extra mile?

What’s your favourite Google doodle? Other than the Pacman game from the summer of 2010, this one is definitely on the top of my list. Kudos to Google for a job well done!

Welcome to FourSquare, Mr. President!

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If you know me well, you know that I’m a die-hard Barack Obama supporter.

I get pretty excited whenever I hear positive news about Mr. Obama. These days, it seems that all the media ever wants to talk about is his latest mistake.

This morning, Mashable informed me that President Obama officially joined FourSquare. According to the White House blog (WHAT? There’s a WHITE HOUSE BLOG?!!) Obama will be checking in to the regions he visits during his economic bus tour across the Midwest.

Ah, what convenient timing.

Photo courtesy of the White House official blog

The President will also be offering “tips” about the areas he checks into on FourSquare. Users are encouraged to check in if they’re attending town halls or other events hosted by Obama.

It seems like the administration (or more specifically, the communications team) is trying to target the young voters that helped Obama surge to victory in ’08. How do they think they can do this? Easy – by increasing the President’s engagement with the demographic and by making him more accessible.

I’m the first to admit that I hope this social media venture pays off for Obama and his team. As always, however, it’s very difficult to measure social media efforts. It will be hard to know whether Obama’s enhanced online presence will lead to a higher number of votes in his favour. Anyone in public relations knows that these types of connections are almost always impossible to make.

Either way, I’m very curious to see how this works out. What do you think – will Obama’s foray into FourSquare have a significant payoff come election time?

More importantly, does anyone actually care if the President is on FourSquare? (other than me, of course…)

PR Is More Diverse (And Ethical) Than Many Realize

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The public relations industry has never had the best reputation. Publicists have historically been associated with all things unethical – lying, “spin-doctoring” and misleading the public. Earlier this month, a high-profile misstep put the profession back in the spotlight – and for all the wrong reasons.

It was recently revealed that public relations agency Burson-Marsteller (BM) had been paid by Facebook to conduct a smear campaign in the media against Google. BM’s staff were pitching stories to the media regarding privacy concerns with a Google product called Social Circle. When blogger Chris Soghoian was told that the name of the client could not be exposed, he posted the questionable pitch on the Internet for all to see. Only then did Facebook fess up to hiring BM and issue a half-hearted apology.

The public’s response was typical. People were shocked, disappointed and downright angry, and quite frankly, I don’t blame them. Sneaky set-ups like these undermine the objectivity of the media and bring the morals of PR pros into question. Most days, I’m proud to say I work in PR and communications, but after reading this, I’ll admit – I felt a little bit conflicted. These situations more or less justify the lack of respect that the public and media has for PR professionals.

Then I started to give the issue more thought. Yes, this recent conflict of ethics gives PR an even worse name, but are these types of situations the norm in our industry? No.

It frustrates me that the entire industry is forced to shoulder the blame for the mistakes of a handful of fools in high-profile positions. We’re not all pushy, unethical salespeople. PR isn’t defined by aggressive pitching or manipulation of the media. While traditional PR activities are heavily focused on media relations and external promotions, there’s also an entirely different side to profession that is largely ignored. Over the past few months, I’ve been working in an internal communications role and have very different responsibilities than someone working at an agency would. Despite this, I’m still working in the industry. I’m still classified in the same professional cluster as the shamed staff at Burson-Marsteller. People who plan events, work in investor relations or facilitate organizational communications are often overlooked as members of the PR field, and for this reason, external blunders seem to shape the perception of our industry.

I only wish that the public (and the media) would acknowledge the diversity of the PR and communications sector in North America. Maybe then people would realize that a few external blunders do not define the ethics and the values of everyone who works in the industry.

Unfortunately, it may take some time to recover from the damage that BM has done to our field.

What do you think – is this kind of unethical behaviour by PR people the rule or the exception in today’s business world? If you work in PR, how do you feel about being perceived as a “spin doctor?”

Is Twitter Trying To Be More Like Facebook?

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As a social media addict, I love both Facebook and Twitter – but for very different reasons. I use Facebook largely for the private message function and for viewing photos. Twitter, on the other hand, allows me to share content, discuss and learn. Each platform has a special place in my heart because it’s unique.

So when I learned that Twitter is reportedly considering Facebook-style pages for brands, I was a bit confused.

Marketing Magazine claims that this initiative is spearheaded by Twitter CEO Dick Costolo and President of Revenue Adam Bain. The goal is to give brands their own “space” on Twitter. Companies would have their own page they could direct consumers to, which would also be used to deliver content.

It makes sense that organizations would crave this type of space, but isn’t that what Facebook is used for?

On Twitter, brands can interact with their audiences using tweets and hashtags. If you click on the company’s Twitter profile, you can view their tweets and recent activity. Strategic organizations will use hashtags so that consumers can follow the conversation and contribute if they wish. For many companies, this has proven to be very effective. Why is it necessary to have Twitter profiles and company pages?

Part of Twitter’s appeal is that corporate advertising is much more subtle and authentic than it is on Facebook. Sure, you’ll occasionally see sponsored tweets, but brands tend to focus on engaging their audience by posting relevant links and creating genuine conversations.

Twitter shouldn’t try to fix something that isn’t broken. It is clear that the CEO is interested in increasing revenue from advertising, but the question is: are fellow tweeters interested in this change? If you ask me, the answer is no.

What do you think – can Twitter “pages” be successful, or should brands turn to Facebook for this function? All opinions are welcome!

The Top 10 Reasons to Come To TwestivalTO

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Are you a social media dynamo? A philanthropist? Looking to connect with like-minded media magnets in Toronto? On March 24, 2011, TwestivalTO is where you need to be.

Here’s the lowdown:

WHAT: TwestivalTO

WHERE: The Fifth (225 Richmond Street West, Toronto)

WHEN: 7 p.m. – 1 a.m. on Thursday, March 24, 2011

WHY: Why not? All proceeds from TwestivalTO will support The Remix Project, a local charity. If you want to mingle with the most media-savvy crowd in Toronto, this is the event for you.

HOW: Want to get your hands on tickets? Visit the website to purchase yours today. Buy now before it’s sold out!

Still on the fence? Here are the top 10 reasons you don’t want to miss out on TwestivalTO.

1. ALL FUNDS GO TO CHARITY. Yep. EVERY SINGLE PENNY. This year’s local charity, The Remix Project, will be showing their appreciation for your generous support with performances by talented artists. I can’t wait to see what’s in store. Check out the lineup on the official TwestivalTO blog.

2. Steven Kovacs (@01BOND) won the official TwestivalTO drink name contest with his submission, #SweetRetweet. Sounds delicious, doesn’t it? You’ve GOT to try it for yourself.

3. Nat and Marie, co-hosts of Ustream show, will be hosting a karaoke challenge where the guests determine the winners. That’s right, this could be your chance to shine. There’s no doubt in my mind that this will be hysterical and entertaining. I can’t wait.

4. RIGHTSLEEVE will be producing 100 Limited Edition t-shirts for TwestivalTO, and if you’re one of the first 100 people through the door, you’ll be the lucky recipient of one of these collectors items. The cherry on top? RIGHTSLEEVE is also hosting a Twitter contest that requires you to tweet what #TwestivalTO means to you. The winner will have their handle and tweet printed on the back of the t-shirts, and go down in history. Imagine – all the superstar attendees would know your name… geez, I hope I win.

5. From 7-7:30 p.m., you’ll have the opportunity to have your photo taken on the glamorous red carpet. These twit pics will be available for viewing on the @TwestivalTO account, obviously. Make sure you have your moment in the spotlight!

6. Need a new Twitter avatar? I know I do. At TwestivalTO, iPad sketch artists will be on-site to make this happen. SO cool.

7. Attending TwestivalTO will allow you to mix with “hundreds of the most connected, social, fun, innovative, successful and generally awesome people in Toronto!” (Okay, I stole that line from a TwestivalTO blog post – it was too good to change. Thanks @ShawnGriffiths!)

8. Already have a solid network? Strengthen these relationships at TwestivalTO. Haven’t met your favourite tweeps in real life? Now’s the time to connect face-to-face. The beauty of TwestivalTO is that it brings together online and offline relationships. Hands down, this is one of the best networking opportunities in Toronto for young, creative professionals.

9. I will be there. Enough said (….just kidding).

10. It’s a Thursday night. Don’t you want to be at the hottest party in TO? The answer is YES. OF COURSE.

But seriously, you don’t want to miss out on this AMAZING event. It only happens once a year (like Christmas), so get your tickets today. They’re selling like hotcakes.

…and did I mention it’s for charity? What’s not to love?

Hope to see everyone there!

Introducing: the Joe Fresh Spring Collection!

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With temperatures recently rising above zero degrees, many of us have spring weather on the brain. There’s nothing that makes me more excited for the snow to melt, however, than Joe Fresh’s spring collection. Seriously… nothing.

If you know me well, you know I’m obsessed with everything Joe Fresh. I love the simplicity of the clothes, and the affordable prices certainly don’t hurt, either. Most of all, I’m drawn to the colours of Joe Fresh clothing. Once you see their spring collection, you’ll understand what I mean.

Here are some of my favourite picks for spring:

Classic Cardigan: $16

This is one of my favourites in the spring collection. This cardigan is so versatile. It can be worn at work or in a casual setting. It also comes in 12 other amazing colours. Definitely a must-have for your spring wardrobe.

Bow Tee: $19

This black t-shirt also comes in white. It appeals to me because it’s so simple. I love when classic tees are spiced up with small details. This is perfect for a casual Friday at the office.

Striped Ballet Tee: $16

When I spotted this shirt, it was love at first sight. This is the kind of top that I’d wear anywhere – out with friends, with family or with colleagues. By itself, it’s casual. Throw on a blazer, and it becomes more professional.

Striped Blazer: $59

Speaking of blazers, this one caught my eye immediately. I love stripes. Even though horizontal stripes usually aren’t the most flattering, this jacket looks great without the buttons done up and adds a little fun to your wardrobe.

Sequin Tank: $19

Looking for something you can wear out and wear to work? Look no further. I love the colour of this tank and bet that it would look great with a tan. Spring, are you here yet?

Slim Boyfriend Jeans: $39

Everyone needs a pair of jeans that you can loaf around in. These slim boyfriend jeans fit the bill, and for forty dollars, you can’t really go wrong.

Colour Slim Jeans: $39

Every spring, I struggle to find a decent pair of white jeans. These slim-fit jeans have five pockets and come in other funky colours, including pink, taupe and blue. My favourite, however, is the white. They just look so fresh and crisp – I love it.

Tulip Skirt: $29

Not only do I love the colour of this skirt, but the ribbon is also a gorgeous touch. If you’re not a fan, you can replace it with any belt. I can already see myself wearing this skirt (and I’m not gonna lie, I own it in black…) Shhh.

Ballet Flats: $19

Last week, I purchased these ballet flats in olive green. I haven’t had a chance to wear them yet with all this rainy weather, but looking at them just makes me smile. Can’t wait to break ‘em in.

Canvas Tote: $19

I love the colours of this bag. It seems perfect for a spring/summer tote – whether you’re heading downtown to run errands or preparing for a day at the beach. Definitely on my wish list.

Knotted Necklace: $19

I love this. I’ve always wanted one of these necklaces, and it’s a great price. SOLD.

3 pack of earrings: $7

This is a no-brainer. Why wouldn’t you buy these? It never hurts to have extra pairs of earrings lying around the house. You never know when you might need them!

Mac Jacket: $39

Okay, so I guess I saved the best for last. This is my favourite piece in Joe Fresh’s spring collection. I absolutely adore the colour of this trench coat, and the other options are even better. It also comes in baby blue, cream, red and black. Something for everyone!

There’s more where this came from – trust me. I’ve literally drained my bank account from too many Joe Fresh trips in the past few weeks. All I can say is that I can’t wait to see what they have on deck for the summer collection.

Check out the spring collection for yourself! It’s in stores now. I’d also love to hear your thoughts – which pieces are your favourite?

Happy shopping!

The Inside Scoop About Charlie Sheen Joining Twitter

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Unless you’ve been living under a rock for the past week, you know that Charlie Sheen joined Twitter on March 1, 2011.

Within minutes after setting up his account, Sheen already had more than 60, 000 followers. Like a true “winner”, he made history by setting a Guinness World Record for the “Fastest Time to Reach 1 Million Followers”. Sheen achieved this milestone in 25 hours and 17 minutes. Pretty impressive.

Following the recent controversy Sheen’s been fueling in the media about his unemployment and “bi-winning” attitude, it was an ideal time for the Two and a Half Men star to join the Twitterverse. His segments on Piers Morgan Tonight, the Today Show and Good Morning America have made him one of the most talked-about celebrities among all age groups. Some people love him; others hate him. The bottom line is that people are interested in what he has to say.

But if you think that Sheen joined Twitter on a whim, you couldn’t be more wrong. What many people don’t know is that this was a calculated move proposed by Sheen himself, and put into action by a team of experts at Ad.ly, a small Beverly Hills start-up that focuses on celebrity endorsements via Facebook and Twitter.

According to Ad.ly CEO Arnie Gullov-Singh, a friend of Sheen’s reached out to the company and expressed his desire to set up a Twitter account. Sheen’s motivation? He wanted to start communicating with his fans directly. Sheen saw Twitter as a way of bypassing the media. It would allow him to tell his side of the story, without being censored.

From there, everything seemed to fall into place. Ad.ly was able to get Sheen’s account verified almost immediately. The company claims its staff spent several hours talking to Sheen on the phone; explaining the basics of using Twitter. Sheen was told how to properly use hashtags, how to upload TwitPics to his profile, and how to shorten links using bit.ly. He was also given tips about how to use Twitter to build a loyal fan base. So far, it looks like he has succeeded.

Ad.ly admitted that they did not charge Sheen for the Twitter set-up consultation. The firm regularly works with celebrity clientele and say that it’s simply part of how they liaise with the rich and famous. They’ve apparently helped other celebrities get started on Twitter, but in this case, Sheen’s profile has been the first one to take off this quickly. The team at Ad.ly was truly shocked by the number of followers he acquired in mere minutes.

The first Twitpic Sheen uploaded was of him and one of his “goddesses”. Currently, it has been viewed 1,735,473 times. As of March 6 at 6 p.m,  Sheen has 1,822,777 followers. He’s tweeted a grand total of 52 times.

The question is, can the crazed celeb effectively engage this large of an audience, or will people grow tired of Sheen’s antics and start to “unfollow” him? How long will this explosion of attention last?

It’s the ridiculous quotes and one-liners that Sheen’s blurted out in various interviews that have made him such a hot topic. Whether he’s claiming “the only thing he’s addicted to right now is winning” or that he’s “got tiger blood, man”, the highest paid TV actor in Hollywood is making headlines like it’s nobody’s business. But how much funnier can he get? Has he already maxed out his moment in the spotlight?

Personally, I followed @CharlieSheen on Twitter the second I heard he had joined. I didn’t want to miss out on the ridiculous things he’d be broadcasting to the world. Even after a few days, though, I’m not finding it as funny as I originally did. In fact, he hasn’t really tweeted anything new or exciting in the past day or so. Bo-ring.

What do you think – will the Twitterverse start to tire of Sheen’s presence or will he continue to build a base of followers who are interested in what he has to say? I guess we’ll have to wait and see…

How The Red Cross Ended up Benefiting from a Twitter Blunder

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As we all know, it’s frighteningly easy to mess up on Twitter and Facebook.

By posting something inappropriate on social media, users can destroy their personal reputation and their company’s credibility within seconds.

It’s tempting to delete a controversial Facebook post or tweet, but it’s much more honorable to confront the mistake head-on. On February 15, the American Red Cross learned just how easy it is to make a social media faux pas. An employee accidentally tweeted something from the @RedCross account that was intended to be posted on his personal account. Here’s what he said:

Screenshot courtesy of American Red Cross Blog

Yikes, right? Seems like a pretty unexplainable situation, doesn’t it?

Wrong.

How the Red Cross responded to this clear-cut mistake is worthy of both discussion and praise. It’s a great example of how companies can appeal to human emotion to redeem themselves after messing up.  Check it out:

Screenshot courtesy of American Red Cross Blog

Not only did I think this was an appropriate response (seeing as the problematic tweet was so ridiculous), but adding humor to the situation was an excellent strategy. The fact that the company called the questionable post a “rogue tweet” made me laugh out loud.

Even though the Red Cross initially deleted the tweet, they owned up to it and willingly shared the screen shots on the company blog. They could have covered it up, but chose not to. People appreciate when organizations are honest and transparent about their actions. Personally, I cut them some slack.

In the apology issued on the company’s blog here, the Red Cross said,

“Although we’re a 130 year old humanitarian organization, we’re also made up of human beings. Thanks for not only getting that but for turning our faux pas into something good.”

A lot of good did come from the situation. The beer company mentioned in the tweet, Dogfish Head Beer, immediately started asking people to donate to the Red Cross via Twitter. To keep the humor alive, they used the hashtag #gettngslizzerd. It became a win-win situation for both organizations: Dogfish Head Beer got publicity and helped the Red Cross turn a negative situation into something positive; while increasing donations at the same time. Pure genius.

The Twitterverse appears to have let the Red Cross off the hook for their honest mistake. Any avid tweeter understands how easy it is to make an error when you have multiple accounts running. The best part of the Red Cross’ apology blog post was the ending:

2 words of caution:

1) You’ll want to space out giving a pint of blood and drinking a pint of beer for health reasons.

2) Be careful of Hootsuite!

I thought this was a brilliant way to conclude an apology. I recommend checking out the original blog post and reading some of the compassionate and understanding comments that users left. They’re definitely worth some analysis.

The Red Cross’ response to this social media mishap should be regarded as an example of exactly what you should do when your company makes a mistake on social media.

Rather than steering clear of Twitter and Facebook for fear of screwing up, the Red Cross demonstrates that it’s worthwhile to embrace these new technologies – regardless of the risks. This situation also proves that something negative always has the potential to be made positive.

Kudos to the Red Cross for a job well done.

What do you think – will this serve as a model for other companies to follow in a social media crisis? Do you think the Red Cross should have done anything different? What did you like best about their approach?

I’d love to hear your comments. Thanks!