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Social Nerdia Podcast: ZIRX is On-Demand Parking

Social Nerdia Podcast: ZIRX is On-Demand Parking

If you search for ZIRX online you will find messages like 'Parking Sucks' and 'Never Park Again.' Shmulik Fishman is the co-founder of ZIRX, a startup that is trying to solve the problem of parking by rethinking the whole experience. In this podcast Q&A, we discuss scalability, marketing, entrepreneurship, and more


Pop17's Sarah Austin speaks about Brands on Social Media, Facebook Places, Foursquare, and Lifecasting

Sarah Austin was one of the first live streaming, life-casters popularized on Justin.TV and she is the founder of Pop17, "a collaborative blogging platform and web show that covers and tracks emerging web trends and tells the stories behind what's going in social media."

Sarah and I have a SXSWi 2011 Panel Proposal with Brandon Prebynski, Joel Cheesman, Christopher Kahle and Ryan Paugh. We'd really appreciate your votes and comments at http://bit.ly/howtogetajob by August 27th, 2010.

Listen to this entire 38th episode of “The Social Nerdia Show!” with Sarah Austin on the Flash player below. You can also subscribe on iTunes, stream from your phone on Stitcher, and listen to upcoming shows LIVE on blogtalkradio. Some show highlights and quotes are below. Enjoy!


Brands on Social Media

 "When brands become a part of the community, it really feels like the brand is like your friend. You really love them, like you would a real person. In social media, they take on attributes of people because there are personalitieis behind the brand making tweets, answering questions, customer service, and establishing relationships with people, connecting with people on their interests, and offering something back to the community."

"Ford's really great. I had such a time doing the Ford Fiesta Movement. I got to drive a car around and go on all these adventures. It was also a competition. I got to do interviews with Ford designers. It's interesting to see them being really progressive. Ford used to not appeal to the Millenial demographic. Ford's really changed and become hip."

"Companies like Virgin America are doing a really good job. They appeal to a tech demographic and people in social media really like flying on Virgin America. I was able to meet with them and interview Richard Branson. They are really involved in social media and they value people in tech. They syndicate shows like "Wine Library TV" by Gary Vaynerchuck."

Facebook and "The Social Network" Movie

"Facebook has taken over the world. They own everything but China and they have all the conversations and connections all over the world."

"To some people, things aren't official until it's on Facebook."

 "Movies are starting to document a real movement, a social media revolution, and it's really hitting the mainstream."

Foursquare

 "I use Foursquare and have been using it for a while. I have a lot of friends there. If I want to know where my friends are right now, I'll get on Foursquare. Facebook Places hasn't quite reached that with me yet. I'm still on Foursquare and plug that in to Facebook.

" It will be interesting to see how developers use Facebook Places and do something cool with it. I don't think this means Foursquare is over. I think they have to create more relationships with businesses, maybe small local business, so they can provide value on Facebook and stay on there."

Live Streaming Platforms and Privacy

"Each of the platform has its advantages. There's just a lot going on. It will be interesting to see how it all plays out when YouTube starts to get into the picture."

"These sites are going in different directions so what will make them stand out for the long-run will be withstanding all the legal issues that they'll have to go through, and making the sites safe and guarding by age, demographics, and region. The content and making these sites as secure as possible will be some of their most valuable developments."

"I use Justin.TV  and I have a lot of information on there. I've had 10 million video views and 27,000 followers there. These are people that have a lot  access and have know me about 5 years. I dont really know the informationa bout the people watching me. Having more peripherals set up and have security on my broadcasts. Privacy is a big issue and whichever of these companies can tackle that will have a huge advantage over the competition."

 

Word of Mouth

"Word of mouth is one of the most powerful communication tools because people believe that more than anything else. That is the most convincing element."

Sarah the Geek

"I'm a geeky filmmaker. That's what I've been doing for 13 years. Anything about film making I love to geek out on."

Interviewing Others

"I think the secret to a good interview depends on whether you're trying to get a person's story or trying to get a story out of them. There's a web of six degrees of separation... everyone is very accessible and the more people that become accessible it opens a lot of doors. What I really wanted to do is capture a positive angle of growth and success, not only contributing to one personal success but also to what they are doing for their communities."

"I feel like everybody in social media has something to give back to the community and my way of giving back is providing media, documenting and doing interviews."

Acting

"I took a theater class once. I did act in an indie film that was about a video blogger, it was a horror film. I dabbled in it a little bit, but nothing serious."

Alternative Careers

"If I had to do something else, it would be something sporty. I'd like to do something where I'm physically active. This might sound silly, but the career before I was thinking about before before was being a park ranger. I hike a lot. It's beautiful here."


Brandon Prebynski talks about Defining Social Engagement and Measuring by Objectives

Brandon Prebynski is an Emerging / Social Media Strategist at FKQ Advertising and Marketing and the host of a live USTREAM show called Web Trends. Brandon is one of the first people I "met" on Twitter; you can follow him @Prebynski.

Brandon and I have a panel proposal with Sarah Austin, Joel Cheesman, Christopher Kahle and Ryan Paugh for SXSW 2011 so please vote for us at http://bit.ly/howtogetajob before August 27th, 2010!

Listen to this entire episode of “The Social Nerdia Show!” with Brandon Prebynski on the Flash player below. You can also subscribe on iTunes, stream from your phone on Stitcher, and listen to upcoming shows LIVE on blogtalkradio.


Brandon recently joined FKQ so I asked him about his new role as a strategist. "It's been great because within a set of guidelines I've been able to shape what the position is," Brandon told me. He is helping clients create long-term strategies around marketing, customer service and product development.

He's also been working on tracking, analysis and metrics. "We have this big myth out there that it's really difficult to measure social media and there are many who say you can't measure the results especially when it comes back to revenue, and that you can only look at trends over time, but frankly with the correct tools implemented correctly, you can sometimes measure it directly."

Brandon and I agree that the best place to start is with the business' goals and objectives in mind. If you're already measuring simple things like the number of followers and Facebook 'likes' and comments, "you need to see how it helps you meet your objectives."

While measuring the size of your community and the level of engagement within it is good, "if you don't determine what your objectives and make your roadmap according to it, you're going to be measuring engagement without knowing what engagement means."

"Companies right now have to define what engagement is. Avinash (Kaushik) has said this many times: 'the word engagement is an excuse.'  So what is engagement? It has to come back to your objectives as well. If you have lead generations as your objective and you have 500 leads generated over 3 weeks as your goal, then you could say that a user submitting their email address is engagement.  If you produce an online video and all you want is brand awareness, then a view can be engagement.

The word engagement overlaps a lot of times with conversion. We had x amount of conversions and that can be revenue, but isn't always creating revenue; it could be someone submitting their email, loading a page, or making a purchase."

Engagement is important when building community. iI you're starting to build an audience that didn't exist, then you can consider engagement the number of times that people communicate with you and each other within the community."

The size of a community and the engagement within it build on each other, and they often demand a deep understanding of the context in which such connections and conversations occur in order to really understand what is happening and where people are coming from. The fact is that a lot of the tools available today can get expensive despite the fact that they often provide vague information like 90% neutral sentiment on a sentiment analysis and they often can't even provide information (such as Twitter ReTweets). So we talked about context.

Brandon told me "thinking of context... if I'm driving down the road and I see a billboard that has a political message and I repeat that or if I even think about it in my head, i could compare it to a ReTweetDoes that mean that I agree with that message? Do we even have the tools to crack that anywhere outside of social media right now? It's a huge issue that requires a lot of work."

Brandon and I talked about several other topics including the end of Google Wave, the rumors about Google Me, and his live show Web Trends (which is coming back to USTREAM soon!) so listen to The Social Nerdia Show! for much more.


Glenn Griffin & Deb Morrisson on the Creative Process and Brilliant Advertising Ideas like Old Spice Man

Big ideas have been essential to advertising since it's early beginnings, and they are often the subject of great admiration and inspiration. Many have become interested in the process of identifying big ideas, executing them, and measuring their success, but what about the process of coming up with those ideas? Where do big ideas really come from?

Glenn Griffin and Deb Morrison are the authors of "The Creative Process: Illustrated," a fantastic book about how advertising's big ideas are born. They are also university professors and scholars who have built great ad programs; Glenn at SMU, and Deb at UT and the University of Oregon. On the most recent "The Social Nerdia Show!" we talked about creativity, education, the brilliance of Old Spice Man, award shows, BP's advertisements, and of course, the release of their book, which includes insights from some of the ad industry's greatest (ie. David Kennedy himself).
Listen to this entire episode of "The Social Nerdia Show!" with Glenn and Deb on the Flash player below. You can also subscribe on iTunes, stream from your phone on Stitcher, and listen to upcoming shows LIVE on blogtalkradio.


While there has been some debate about whether education has an impact on creativity, Glenn's research as a PHD student showed that there is "largely a positive and significant influence." It was as a PHD student that Deborah became Glenn's mentor and their conversations about the source of creativity, particularly in advertising, is where the idea for the book became implanted in their minds.

The Creative Process: Illustrated

Deb told me that "process matters" and "process is beautiful" so their book is an exploration of "how people think about thinking."

She told me that one of the most amazing things about working on the book was seeing "writers using no words to visualize their process and art directors describing theirs."

Metacognition is a concept that human being leverage their own understanding of how their own brains work and advertisers are "metacognitive powerhouses," Glenn explained to me. There is a lot of  "personalization and pride in peoples' creative process," he added.

Glenn: "This is a whole area that is largely missing in the scholarship in our discipline. It's not observable. Developing this technique of visualization and drawing meaning is a really cool way of capturing process in a way that hasn't been done before."

Artistry, Brilliance, and Old Spice Man

I asked them if creatives in advertising were similar to artists like dancers. While there are similarities because creatives are using their minds as their tool, they explained some big difference. Deb expressed that  those in advertising are "artists who always have to be cognisant of whether it will help the brand and solve a particular problem."

Glenn said the biggest difference was "anonimity. The people in advertising are anonymous." He gave the example of Isaiah Mustafa from the Old Spice commercials because "they've made him a superstar overnight.. a lot of people know that guy's name, but nobody knows Eric Kallman and Craig Allen, the guys who write every word he says. They are artists that don't get to sign the canvas."

We continue talking about Old Spice's campaign and Deb said "I love that Old Spice is such a story. My 16 year old loves it, my husband gets it, we can all watch and say 'yes.' Humor can be a great tool. The Old Spice campaign is a grand slam" 

Part of what made the story so big was that they decided to "talk to guys but let's also talk to women. I know Craig and Eric, and I know, I know that they were writing and concepting that to make themselves laugh. It was just brilliant insight, and from a brilliant insight of 'the man your man could be.' I'm sure Craig, the art director, came up with 'look at me, look at him,' and Eric is thinking of 'I am on a horse."

The idea of the Old Spice Man commercials and the YouTube videos addressed to specific people but meant to be watched by millions is one that anyone can appreciate. But what is its long-term impact?

Deb: "This will be long-lasting and the interesting is we don't know how long these memes will last. They've created something that will be a very high benchmark for that team. For the culture they've re-established Old Spice as one of those brand that will have to out-do itself."

 "Also, Wieden has an amazing media group. Weiden is one of those agencies where the creative has to be brilliant. Brilliant media, brilliant writing. Brilliant creative."



Everyone Works in a Creative Field

In the book, Deb and Glenn go into how everyone has the potential to be creative and the importance in passion so I asked why not everyone worked in a creative field.

Glenn: "I think everyone does work in a creative field. We have a wrong sense about what creativity is. Every human being is creative. The problem is that the term has been wrapped up in the performing arts and that warm and fuzzy place that's for poets and musicians. Creativity is fundamentally problem-solving and everyone of us engages in problem solving."

"I tell my students, I don't care what you're passionate about, but be passionate about something because life is too short. That part of being a human being is essential."

While, as Deb pointed out, "our educational system forces us into looking for linear and very logical answers.. instead of a multitude of answers," educators are starting to re-think education to enhance collaboration and creative thinking. Both Deb and Glenn agree that the art director plus copywriter team is a great example of something that is taught well in their programs and prepares them for real world collaboration and ideation.

Deb: "Collaboration is a must. A good advertising program makes sure people are working together, not just the art director and the writer, but the planner comes in, the account person comes in; doing big work trying not to segregate anyone, but let everyone be creative and strategic. The best agencies are doing exactly that."

Building a Great Advertising University Program

So what else do you need to create a great ad program? Deb said it starts with  "good people" and a "mission statement that is blissfully optimistic."

Glenn: "You also need students that buy into it. The key is to give them tools, frameworks, and advice, and let them do the amazing things that they're capable of doing. When they see the fruits of their own hard work, that's the seed that germinates. It mushrooms from there."

Deb: "Let's face it, advertising gets a deserving very bad rap at times. I tell students that what we're here to do is to change that. There are ways to be bright, brave, heroic and help people with what we do, and do work of meaning."

Glenn: "We spend so much time with our students that we get to know them probably better than most professors get to know their students. A lot of times you sit and talk, and you do more listening, than speaking back."

Since "The Social Nerdia Show!" is a live podcast on BlogTalkRadio, someone in the chat asked about students who might simply don't have it to be successful in the the creative side of advertising. Glenn shared that he often helps students find out what else they could do. He also provided insights on preparing students for the difficult aspects of the industry, Glenn said:

"There is no way to prepare someone to get fired. I tell students not to work in advertising if they could imagine themselves enjoying something else more. The people that are the biggest successes are the ones that can't imagine doing anything else. That passion is what can take you through anything."

Deb: "I talk a lot about agency culture. It might take some time, but it's important to find a place that fits your values."

Awards and Award Shows

Deb sits on the board of the One Club and she believes in awards as "benchmarking. I don't like the greed that comes along with awards. If that's all you're doing it for then priorities get mixed up. But when you see good work.. it's a lovely thing."

Glenn: "Sometimes stuff that I don't want to hold up to students will win awards; from a students' perspective awards equal success so you have to train them to see awards with some perspectives. I love it when my students win awards, but I also want that to be tempered with the ideas that it's not about that."

Overblown green claims and BP's failures

I asked Deb about some of the things she dislikes int he industry and she said "there's so much hyperbole and overblown claims towards what is green. I don't like that. I want adv to be honest and authentic. Telling the truth and using our powerful tools in the best way."

"Many of the oil companies grab on to this sense of hyperbole. They look at 10% good that they do and claim that. BP is in a special place, they are in one of the rings of hell right now.. they have not done authentic work, they've claimed a lot of things they shouldn't, and now of course they can't claim anything. They can't save face at this point."

Despite BP's huge fail, Deb agreed with me that the company is going to be fine due to the nature of their business. "They are in the 'too big to fail' category. My head spins about that. That's awful for the culture, and awful for our sense of selves," she said.

Living in an Anything is Possible World

Despite failures and problems in the industry, it is an exciting time. Technology has truly converged with marketing and advertising in a way that has brought much excitement to creative thinkers. And the opportunities don't exist just in technology and the social web, but in all kinds of places.

Deb: "Right now we are living in an 'Anything is possible world.' It's such a wonderful place to begin a career.. immense possibilities to do film, books, art exhibits, events, and beautiful brand thinking at a 360 degree level. A few years ago it was just print, television and maybe a billboard. Now we have incredible opportunities to do work of meaning at so many different levels."


Copyright © Esteban Contreras. All rights reserved.