This one went much smoother than the last video of me speaking.

BIG thanks to Claire and Pete for inviting me to present.  And special thanks to Dietz Media for making a video of me speaking that I finally love.

If you are looking for a speaker for your event, talk to me.

When you are philosophy major the first thing that you learn to do is argue well analyze. Mid-semester I should not be suprised that most everything that I have read today left me wanting to argue  correct. However, I don’t have the interest to write out incredibly long arguments to anything.

So, Three topics that made me go HEH…

and why they did so…

All Market Research is Wrong

The idea is that you can’t just take answers and apply them to action to get results in marketing. People might be interested in buying a product in the same way that people are interested in going to a gym, quitting smoking, and giving up caffeine. Intention and action are two very different things. This is why focus groups are only valuable in so much as you take the answers for what they are worth.

My Thoughts:

Of course this is right! People will answer a questions differently simply because they are being brought into a room by a brand and being asked to think about that brand and how they assume they might act. Their action is very different in a focus group than if you asked them to go into a store and pick out a product. That should be common sense. However, when developing products and figuring out who your demographic might be focus groups can be extremely helpful.

What is even more helpful?

Well let me tell you!

Aristotle taught us that the way in which we view ourselves within the world is very different than way in which the world viewed us. Aristotle believed that people outside of ourselves could give us a better idea of who we are than we could give of ourselves. For example, I might describe myself as incredibly funny because I told a few really great jokes once. My friends? They might not consider me funny. They might have thought my jokes were awful but they might consider me really smart.

In other words, we usually have a better idea of how a person will act than said person does. As marketers we should have some idea that a person is going to respond differently in a focus group than in a store. We should go out into the world and observe our demographic. How do they make decisions? What did they buy? Why did they buy the thing that they did? What were they thinking about when they walked into the store?

I do this all of the time. Ask my friends :)

Blogs and Web Magazines are Looking More and More Alike

The idea of this article is based on the fact that Gawker is changing their site from a blog site to a magazine style site.

My Thoughts

What does this mean for their site? Well…ahem….a new layout? Oh! And a ton of press from people discussing this revolutionary change. That is probably all that it means.

Gawker and their accompanying websites know how people read articles online. Which is why they have been so successful. They are most likely not going to change the type of content that they are creating. They may however change their layout…so…?

It goes on to talk about how the New York Times one day may only exist in digital form. However, they probably are not going to to call their articles blog posts. This is probably true.

In all reality it is just a change of terms. The Federal Goverment has been struggling to come up with the definition of a blog. It has been brought up into two categories. You can either look at a blog as a medium or as a genre.

If it is a medium, a blog is nothing more than a website you update. But how often do you update this website? If you update it more than twice a year and that constitutes a blog than every single website is a blog? If you must update it more than fifteen times a year than some blogs that began and fizzled out are not included? See the problem..

If it is a genre, a blog has to fit into a category. Maybe a blog is an online journal. Then what are other blogs that focus on specific niches? See the problem..

Yet, we are trying to carve a difference between “blog” and “online magazine” and in reality the difference is that one sounds fancy and one does not. Also, there is a different “look” to the blog.

Why does this matter? It doesn’t. But you learned something new didn’t you?

Counting Up the Mommy Bloggers

I actually came across this article thanks to a tweet stating “Too broad a definition of mom blogger”

Agreed!

Ad Week basically showed the number of “mommy bloggers” currently and the rise we are going to see. A mom blogger is simply a mom that blogs. Revolutionary! I know…

My Thoughts:

So? Why is it too broad?

Don’t all moms need certain things that brands could market to them?

Yes, we need diapers, laundry detergent, toothpaste, crib sheets, etc.

However, the way in which mothers make choices about these purchases is very different. “Motherhood” these days starts as young as 14 (maybe younger) and some women are well into their forties and having babies. You cannot scoop different generations, ages, lifestyle choices, and income levels all into one bucket and sell them stuff. Well, you can try…

The key to reaching mom bloggers is finding the group of moms that are going to receive your message well. If you breast feed and cloth diaper I am probably not going to try and sell you formula. If you are going to school full time and taking care of a new-born I am not going to sell you egyptian cotton baby sheets.

Mom is too big of a category. I am not even upset about the fact that they chose to label the group with motherhood. (as I know that many people are) I just see the number useless to marketers until they are a little more segmented.

I said this was going to be short didn’t I? heh

The biggest challenge of running a small business is gaining consumer attention. Large companies invest millions of dollars each year to get consumers to notice them. So how will you get your customers  attention?

The digital space offers a plethora of opportunities to spread the word about your business or cause on a small budget. Since digital marketing is kind of my thing I thought I would offer some un-solicited advice. All of these tips can apply to both small businesses and non-profits.

• Don’t get caught up in the hype

Do not get a Facebook page because everyone else has one. Get a Facebook page because you are going to use it for a specific purpose.

• Start Your Own Blog

Adding a blog to your website can be in-valuable. I suggest starting a content calendar as a reminder to post regularly. What will you write about? Industry news, special events (before & after), New products, Specials you are running, Links to reviews and online mentions, Newspapers articles about your company. Use your blog to start a conversation with your consumers about who you are and what you have to offer.

• Encourage Customer Reviews

When customers search for your business one of the top results will be Yelp.com. Encourage regular customers to submit a review of your business. Offer special discounts for customers that leave a review on Yelp. Pay attention to the reviews that you receive some of your most valuable insights can come from these.

• Social Media Profiles

I suggest you be as many places as you can be. Create a Facebook fan page. Create a Twitter profile. Join Flickr & YouTube but only if you are going to update them regularly. Don’t create profiles that you will never use. It will make you look sloppy. What kind of updates? Links to your blog posts, event notifications, Specials you are hosting, and new products.

• Blogger Outreach

I know at the beginning I mentioned blogger outreach isn’t the best approach for every business. However, I do suggest checking out local blogs in your area. Often times there will be bloggers that specifically cover local businesses. I would focus on those bloggers. Reach out and let them know who you are and why you are so fabulous.

Lastly, make the best product you can. Give the best service that you can. Don’t get caught up with the hype that digital media can have. If something works for your business then work it!

—

Cassie Boorn:

what gets you excited?

20-Something:

free stuff

Cassie Boorn:

what would make u want to buy a product?

20-Something:

thats what gets me excited

20-Something:

umm..coupons, or gifts with purchase lol

Cassie Boorn:

like if we did contesting and people could win a trip

Cassie Boorn:

would that be cool?

20-Something:

yes!

Cassie Boorn:

but would you take part in it?

Cassie Boorn:

or would you be like “i won’t win”

20-Something:

mm..i would probably say i wont win lol

Cassie Boorn:

that is my point!

Cassie Boorn:

what would get you interested?

Cassie Boorn:

what would make u do it

Cassie Boorn:

what if you got free stuff sent to you but you had to tell your friends about it

Cassie Boorn:

would you do it?

20-Something:

yes lol

20-Something:

if u get free stuff, i do stuff

Cassie Boorn:

no i mean

Cassie Boorn:

say we send free stuff to 50 people

Cassie Boorn:

but they have to do post on their wall about a contest or tell their friends

Cassie Boorn:

host a party?

Cassie Boorn:

would you do it?

20-Something:

yes

Cassie Boorn:

or would you just say you did it?

20-Something:

well i would assume u would have to prove u did it

20-Something:

but if i got free stuff, i would tell my friends, or host a party

20-Something:

it would actually be fun to host a party actually..

Cassie Boorn:

so you tell your friends im hosting a party for a brand and they would come?

Cassie Boorn:

this is interesting

20-Something:

well id tell my friends im hosting a party..and there will be free booze..and then they will come

—-

This conversation took place via Instant Messaging. Some words and names were changed. The point is-motivating a 20-Something to take action or get involved is tough. It is nearly impossible. The summary of this conversation…What are 20-year old girls motivated by? Free Stuff and Booze

The point of this conversation is this: You can send college students free stuff. You can pass out free products on campus. You can ask them to throw parties. BUT You have to find a way to motivate them to take action.

Bloggers have no problem writing reviews and tweeting about products. However, Gen Y is a whole new field.

I would love any thoughts/idea/inspiration in the comments.

(and by acquire I mean Twitter stalking–leaving these poor people with no choice but  to address me)

Last week I had a lovely conversation about where I am headed in the future. She was a pleasure to speak to and gave me some great advice. One of the things that she suggested I do is get some experience in Traditional Media.

I have been stuck on this idea for the rest of the week. I had always planned on using my digital media background and simply building upon it. Is this to naive? Is it essential to have both traditional and digital experience? Is it better to choose an area or niche and carve a defined place for yourself?

I know that many people are working their way into digital media. I realize that the number of people working to get into the field will continue to grow. So maybe traditional media is the way to go?

I would love to hear your thoughts.

5. Title doesn’t matter.

I have never worked in the corporate world. DeVries really was my first taste at what it might be like.  I had a notion coming in that title and superiority would be a large factor in working with colleagues. I came in as an intern which is  the smallest title that you could have. This title, however, did not change the way that people spoke to me. I had Senior colleagues asking me for ideas and opinions. They did not only ask me but listened and guided and advised. I always felt as though I was an equal. If this is the way corporate world really works I am ready to take it on!

4. Digital Media is consistently a part of conversation.

Everywhere you look people are discussing Digital Media. The ways in which brands can get involved and the latest news in blogging. DeVries takes a special interest in Digital Media. They are continually finding new ways to get involved in the Digital Media space.  I found that most of my colleagues at DeVries were on Twitter. Some were blogging and many were attending digital media conferences in hopes of meeting new people and learning more about the space. As you may know, DeVries even sponsored the 140 conference supplying attendees with Wi-Fi. (It is obvious they get what is important).

*I have included a list of great DeVries employees for you to follow!

3. Team work is essential.

I will make a confession here. I have alot of trouble working on teams. I like to be in charge and control what is happening on a project. However, I never found working on a team at DeVries hard. I worked on one major project that included a large team. It was so organized and ran so smoothly that I did not have the usual anxieties that often come with team work. Each member had their job and their responsibilities. It was all very organized and helped me to see that working on a team is not always bad.

2. New Ideas are Always Appreciated

I have another confession here. I am quite opinionated and always full of ideas. Often times I hold my opinions back in fear of offending someone. That was not an option working at DeVries. Colleagues wanted to hear my ideas. They asked for my opinions and listened to them. These people love new ideas.

1. They Care about bloggers.

I am normally a member of the blogging world more so than public relations. I have many friends that are bloggers and I am continually making connections online. There is this assumption made by bloggers than PR people just don’t understand them. I cannot tell you how un-true this idea is at DeVries. Many of the people that I worked closely had strong relationships with blogger. Many even considered themselves friends with bloggers. They have conversations via Twitter and often meet up at social media events. Some even spoke on the phone with bloggers just to see how they were doing. They are consistently looking for new ways to work with bloggers. Not because blogging is the new big thing but because they adore so many so of you.

As Promised Twitter Names For You:

@ssmirnov

@joncronin

@lpearson

@laurenpavlick

@alymazz

@bevinorourke

@lpesin

@AmySho

@oneillmolly

@QueenBee24

@JennWeldon

@lizaweiner

@lmckinley

@ashleyzink

@katiebest

@KathyCash

@EileenMoore

So why is mommy blogging a feminist movement?

Women for the first time in history are given the opportunity to scream out their frustrations. To name their faults. To show their true colors. To intertwine with other mothers, other women. They are coming together to show their scars. To admit that motherhood isn’t always rainbows and flowers. That we struggle and we fall.

That is feminism at it’s best.

What does it mean to sponsor a blogger?

When a company sponsors a blogger they cover the costs the blogger would have paid to attend an event or conference. This may include flight, hotel, and conference fees. 

So, what can sponsoring a blogger do for your company?

• It shows bloggers you care and you support their message
• It allows your name to be spread throughout the community using social media
• If you are new to social media it is a great way to introduce yourself to a specific audience
• It helps introduce more people to your company on Twitter, Facebook, and Blogs
• It takes your message our of paid advertisements and puts it into a friendly voice 
• It brings your company into the community of bloggers

Every time a conference rolls around we the hustle and bustle of finding sponsor starts shooting through blogger land. People talk of companies they will contact and PR people they will work to find someone to help them get to conferences. I think sponsoring can be a great way to promote your company…sometimes.

When you are sponsoring a blogger you are putting your brand in their hands. Anything that is said and/or done at that conference has your brand written all over it. When you hire a new employee you do background checks and call references. Many times contracts are signed and rules are set. Things have to be outlined very well because that new employee is representing your brand. Still, how many companies blindly spend money letting a blogger represent them without really knowing who this blogger is and what they are about? 

I would assume most companies would know this but I feel the need to lay out some ground rules. When sponsoring a blogger:

1. Read their blog: Not just the first post on the page but dig deep down in there. Look for the juicy posts or the hidden posts. Look at what they have written and how they respond to their readers.
2. Interview them: If this person is going to be at a conference with booze and friends and loud music you really should know who you are sending out there to represent you. If you are a small company the only interaction bloggers may have with you are the people you have sponsored to a conference.
3. Set guidelines: Make it clear to the bloggers you are sponsoring what you would like from them. The way in which they should approach people. The way in which they should represent your company.

There are some amazing bloggers out there and some really good writers. Many people who are looking for sponsorship not only need it but deserve it. So pay attention to who you are sending out their with your brand in their hands.

Look for part two: what sponsorship can do for your business…