Archive for Social Networking

| June 19, 2012
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Facebook stock decline proves goodwill important to companies’ long-term success

I don’t know anyone who really likes Facebook. Sure, it has close to a billion users who enjoy connecting with old and new friends alike. But I’m talking about the company itself. I think most of us use the service grudgingly, mainly because it’s the best available option. But just wait until something better comes along and watch how quickly we jump ship. Here’s why:

  • Their decisions seem arbitrary and capricious. Personally, I often feel jerked around by changes that appear to be made on a whim. Maybe it’s because they don’t do a good job of explaining why it benefits me. My suspicion is that it only benefits them.
  • I don’t trust them. Again, it might be a simple lack of communication. But I can’t help believing that they are selling all of my personal data (and yours) for big bucks.
  • The movie. If “The Social Network” is even close to accurate, Zuckerburg is a sociopath. And he runs his company accordingly, not caring about his customers or (now) investors. The lack of empathy is palpable. Which goes hand-in-hand with …
  • Arrogance.

That’s why so many of us are thrilled to see the stock underperform. Until now, the organization and its founder appeared to live charmed lives, whether they deserved it or not. So it’s nice to see a crack in the armor. They could use a dose of humility.

It all adds up to a lack of goodwill, which is one of the most important attributes of long-term business success. It doesn’t happen naturally; it has to be earned. Think of the companies that give you a nice warm feeling. Zappos. Nordstrom (for those who can afford it).  Trader Joe’s. Apple. Southwest Airlines. In-N-Out. Google. It’s because they treat you like a person, not just a credit card holder. And they go out of their way to show they care. That’s why we like them. Never underestimate the value of likeability, whether it’s a business or a politician or a spouse.

Not so Facebook. And the IPO is proof.

Brian Rouff serves as managing partner for Imagine Communications. Contact Brian at brouff@weareimagine.com.

Category: Brian Rouff, social media, Social Networking | Tags: , , , , ,
| August 8, 2011
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Marketing Geek Goes to Comic-Con

I’ve been a self-proclaimed “geek” for most of my life. While others shied away from their geekier side, I embraced mine. I worked with what I had. A few weeks ago, I fully embraced it and let my geek flag fly at San Diego Comic-Con for the first time. And while I was there, another side of me emerged – the marketing geek.

Coming from a journalism background, I’m surprised all the marketing talk of the last year seeped in as much as it did. Just as our company’s name changed, so has the way the world communicates (see what I did there?). Communication is marketing and vice versa.

From signings to guest panels and discussions, Comic-Con had the schedule pretty much available to the masses. There were mini-events and news, however, communicated solely by old fashioned word of mouth – helped by text messaging, Twitter and Facebook. The news of Amy Winehouse’s death spread like wildfire. And “secret” meet-ups and signings turned into lines with three-hour waits.

Another nod to old fashioned marketing was seen at the Lego booth where a pile of bright yellow Legos provided instant product acknowledgement and connection (look at me talking like a marketing professional!). I’m sure every kid and adult who made a castle or Star Wars logo with those plastic, riveted blocks went home wanting some of their own. Any booth with “Comic-Con Exclusive” with their merchandise instantly sold out – one straight out of the marketing handbook.

Smaller publishing companies, comic book stores and artists used Comic-Con as a strategic business move. They provided quick read codes (those pixilated boxes), which automatically gathered information from attendees. Just to get a Voltron button of the blue lion, I had to enter my email address. Instant, engaged post-show audience gained.

Aside from the swag ‑ I’m also the proud owner of lanyards with mini-Sharpies, a coin purse with a new CBS show’s logo and a “Glee” Comic-Con exclusive poster, among other things – booths ran contests via Twitter. One attendee approached a booth and showed her official tweet to get a prize.

The schedule of events was the Bible of the convention, but at the same time, Twitter and Facebook broadcasted important information not available in print. What social networking had going for it – with the exception of being easily accessible by the smart phones in everyone’s Yoda backpacks – was the ability to change on a dime. Had I checked my Twitter 15 minutes earlier, I would have been able to get one of the 40 extra tickets released to a panel discussion I thought was sold out. I checked my Twitter account more that weekend than I have since I got it because the environment dictated it. Note to self for next year: Enable push notifications.

I’m slightly embarrassed to say I wasn’t prepared for the massive social media influence and usage at Comic-Con. More and more conventions and events where people gather en masse are moving in this direction, and with all the geek flags flying, I should have known. Oh well, there’s always next year. I’ve already downloaded my app.

Tiffannie Bond is a media relations specialist at Imagine Communications. Contact Tiffannie at tbond@weareimagine.com

Category: Advertising, Marketing, social media, Social Networking, Tiffannie Bond | Tags:
| July 15, 2011
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It’s not about where you network, but how

Why do you network? Do you attend networking events to gather as many business cards as you possibly can? Or, do you attend them in hopes of finding key people you really like and want to do business with? Though the first option plays to my naturally competitive nature, I would rather leave a business networking event with a few cards of people I will keep in contact with, rather than 50 cards of people who offer services I will never need. I like to work with people I like and the only way to know if I like someone is by getting to know them. Getting to know them goes far beyond the information a business card can provide.

With the rise of social media, networking no longer requires you to get dressed up to make the best first impression. Networking can happen anytime from the comfort of your own home by accessing your favorite social networking sites. Whether you network online or off, the rules are, essentially, the same. The most effective networking isn’t about quantity, it’s about quality. It’s about building relationships that can be mutually beneficial. Business is done by people, not Twitter accounts. Putting time into building strong relationships will pay off when you need a partner on a project, advice or even your next job.

I have heard many complaints that both networking and social media can be a waste of time, but my question in response to this is, “Are you putting time into creating the type of relationships you want, or are you just collecting business cards and friends on Facebook?”

Megan Lane is part of the client relations team at Imagine Marketing.
Contact Megan at mlane@imnv.com.

Category: business, business relationships, communication, networking, social media, Social Networking |
| February 22, 2010
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Creative brainstorming best when efficient

Imagine Marketing is an idea factory. And like any factory, the key to success is efficiency. Although the creative process can seemingly take a considerable amount of time to go through, rushing it could eradicate the quality of an idea we develop for a client.

However, just like any service provider in their line of work, we develop and implement standards that help to streamline the creative process. There are simple issues our team regularly avoids during the process, all of which can stifle creativity.

Here are five examples of things we avoid during a creative brainstorm session:

The inner critic: It will always be your greatest enemy. It comes from the fear of being judged or of being perceived as talentless or ignorant. This is a difficult hurtle to overcome, but it is the most important one because your best work will always be left at the bottom of a pile of self doubt.

Piling on messaging: This happens often, especially with people who don’t understand the creative process. Ideas and creativity are mysterious and have the ability to do anything, so people try to cram as much as possible into one idea. There is a limit to the weight an idea can bare. A cluttered, complex idea may feel gratifying to the creator, but it will only be an obnoxious mess to the observer. The message must always be precise and to the point. It is important to realize that although there is no limit to the process one goes through to come up with an idea, there is a limit to effective creativity in the end product.

Lack of knowledge: Writers always say “write what you know.” If you have been hired to create something for a client, you really need to understand everything about them that is relevant to the goal. After a while of going through the process, you should be able to trust your instinct enough to ask the right questions, thereby giving them the creative results they need.

Following rules: The rules in the creative process can be complicated. There needs to be an objective as well as a limit to the development of ideas. If a person offers an idea nobody likes, they should be given a chance to explain why the idea can be effective. It is unwise to kill ideas immediately. Great ideas have often come from concepts that were initially disregarded but fought for. That being said, if the idea is still not effective to the majority after it’s explained, you must move on.

Being too creative: There is a tendency to get excited about an idea and take it way too far. Exploring concepts is dandy, but there is a fine line between creative exploration and wasting time. Always remember the objective and realistic implementation of an idea. Stay on time and within budget otherwise it’s a pointless endeavor.

Alex Raffi is a partner and creative director for Imagine Marketing.
Contact Alex at araffi@imnv.com

Category: Alex Raffi, how to brainstorm, Imagine Marketing, integrated marketing, Las Vegas Advertising, nevada ad firm, Social Networking |
| February 15, 2010
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Package deal

Recently, while waiting in line at In ‘n’ Out (regular readers of my blog know I’m a burger junkie), I passed the time by adding up the individual item prices and comparing them to the package prices. Guess what? They’re the same.

I have to admit my surprise. As consumers, we’re trained to believe that package deals are somehow better. But as a marketer, I should have known that packages are more about convenience than savings. Convenience for the customer, certainly. But also for the business. It’s one of the reasons behind In ‘n’ Out’s legendary efficiency.

Since its humble Southern California beginnings in 1948, In ‘n’ Out has been the quintessential American success story. Here’s why:

Keeping it simple – When you stop to think about it, In ‘n’ Out features only three items – Burgers, fries, drinks. Makes it easy to order, easy to move people through those lines.

Sense of identity – They know who they are. And who they aren’t. You won’t find any ill-conceived forays into pizza or salad or Mc-anything. The philosophy is “do one thing and do it well.”

Bigger isn’t necessarily better – In ‘n’ Out won’t expand beyond the western U.S. because they’d have to freeze the beef. Frozen beef equals inferior quality. This is a company that protects the product at all costs.

Cult-like following – Nobody’s more loyal than In ‘n’ Out customers. They sport the gear, know the “secret menu” and wait in those lines. The only thing missing is Kool-Aid.

Treat the employees well – By all accounts, the help is well-paid and well-treated (compared to those other fast food joints). That’s why the smiles seem genuine. Hey, if I ever get to retire, I’ll work there for the food.

So there you go. Basic principles that can be applied to any business. What are you waiting for?

See you in line.

Brian Rouff is the managing partner of Imagine Marketing.
Contact Brian at brouff@imnv.com

Category: Advertising, brand identity, Brian Rouff, Imagine Marketing, In 'n' Out marketing, integrated marketing, Las Vegas, Public Relations, Social Networking |
| February 10, 2010
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Thou shalt blog.

I’m not a religious person. In fact, I always joke that when I die and I’m reborn to this earth I’ll be Jewish. Of course, if I’m reborn that’s because I had spent my current life studying reincarnation and hoping the Hindu community would accept me as one of their newcomers.

All joking aside, I had to post a note, blog …whatever you’d like to call it, about a KNPR program I was listening to last week on my way home. The program focused on how blogging and social networking sites help to expand your brand presence, message and therefore modify public behavior.

Although people pay me for my advice and much of that advice has included my suggesting businesses implement these same communication efforts for themselves over the years, sometimes the message just doesn’t stick… at least, not until Pope Benedict XVI proclaims it. (Apparently I don’t have the same pull that he does.)

That’s right. One of the world’s most traditional groups is now promoting social networking to spread its message.

So what does this mean for you, besides having the “will” of the church behind you as you move into the world of Internet, electronic and social networking? It means, in order to encourage behavioral change (regardless of your affiliation or message), you need to be where the people are. That is the goal of marketing my friends.

Check back soon. I’ll be posting another whatyoumacallit that will provide you with suggestions on how to enhance your blog site.

Amber Stidham is the director of strategic planning for Imagine Marketing.
Contact Amber at astidham@imnv.com

Category: Advertising, Amber Stidham, blogging, Imagine Marketing, integrated marketing, Las Vegas, Pope Benedict XVI, Public Relations, Social Networking |
| February 8, 2010
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Communicating change is your top priority

Imagine that you are the CEO of a large company and you just found out that in order for your company to survive in this economy, you must cut an entire department of 450 employees in the next six months. How would you handle this situation? Would you wait until the very last moment to share this news with your employees, or would you immediately communicate the situation to them – even if you didn’t have all the answers?

Last week I attended the International Association of Business Communicators (IABC) monthly luncheon at Maggianno’s in the Fashion Show Mall, and this scenario was part of the discussion. The topic of the luncheon was communicating change. Guest speaker, Adrian Cropley, ABC (shown left), is director and founder of Cropley Communication, a consulting firm that focuses on change communication based in Melbourne, Australia.

I always take away a few nuggets of wisdom at every IABC event, but this is the most widely relevant topic because everyone seems to be going through some kind of change right now. Some organizations have had to downsize their companies substantially as a result of tough economic times in the last year, others are facing consolidation of resources in order to continue to compete in their industry, and still others are considering a change of office space to save money on long-term overhead costs. The point is, not all change is necessarily bad, but it’s human nature to fear the unknown, which is why communicating well during times of change is not only necessary but should be a top priority.

Here are a few of the lessons we can all take away from Adrian’s presentation:

  • Change management is better defined as “change communication” because you can’t manage change, but you do have the power and ability to communicate what is happening to your audiences, both internally and externally.
  • If employees feel engaged by leaders in times of change, they are more likely to understand, empathize and be less resistant.
  • The earlier leaders of an organization can bring in their communication team to begin preparing a communication plan during times of change, the better.
  • Organizations that handle change well deal openly with employees resistant to change.
  • The focus of change communication should not be on controlling the reaction to the change but rather the timeliness of the message to employees and stakeholders.
  • Change is not a step-by-step process; it’s about human emotion.
  • The key to an effective change communication strategy is educating your employees with the information you do have even if you don’t have all the information or ultimately know what the outcome will be.

So how did the company that was faced with cutting over 450 jobs deal with its change? It did the best way it could by educating quickly and communicating honestly with its employees. Because of this strategy, all employees returned to their offices the next day and most of them worked through the end of their contracts. With that, I leave you with two questions: What change is happening in your organization right now? Are you effectively communicating this change to your employees and key stakeholders?

Megan Lane serves as an Account Executive for Imagine Marketing.
Contact Megan at mlane@imnv.com.

Category: Advertising, integrated marketing, international association of business communicators, Las Vegas, Megan Lane, Public Relations, Social Networking |
| January 19, 2010
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Phenomenon of the mystical infomercial, its role in marketing

This is my favorite time of year. Not because the holidays are over or because of the sense of renewal the New Year brings, but because I love that almost any time I turn on the TV I am bound to run across an infomercial trying to sell something I absolutely don’t need but somehow begin to want the longer they can hold my attention.

From beauty products to kitchen gadgets to exercise equipment, I love them all. Some of my all-time favorites include the Ronco Oven (“Set it and forget it.”), the Tony Little Gazelle Freestyle and, of course, the Snuggie. However, this year there are a few that could easily take that top spot. (See examples of the infomercials mentioned and more, below.)

More than just sharing my favorites, I would like to explore further the phenomenon of the mystical infomercial and what lessons can be applied to business.

Infomercials often become the topic of conversation (at least in my office), and I don’t think I would believe anyone who told me they haven’t been sucked in by at least one infomercial in their lifetime. We laugh at the absurdity of some of the products, but the truth is, if infomercials weren’t effective they would have ended a long time ago. The secret to infomercials is that they have found a way (as silly as it may be) to effectively showcase testimonials and third-party recommendations. I will admit that I have watched many an infomercial and thought, “Wow! If that lady can do it so can I!” or “I’m busy just like that guy; that product is perfect for my lifestyle.”

Regardless of whether you truly believe the endorsements of the people featured, they still legitimize the products they are trying to sell. The lesson here that can be applied to business is that what your customers are saying about your product (good or bad) can have an impact and influence on potential customers. Even if you are the one ultimately providing the platform for these testimonials, others will listen if the endorsements are genuine and results-driven.

Now for the real reason why you are reading this particular blog entry: my favorite infomercials of 2010. If you have a favorite, please share as a comment below or e-mail me directly.

Shake Weight: http://www.youtube.com/watch?v=rVogg_0Hhus

Booty Pop: http://www.youtube.com/watch?v=d4EvVErNhVE

Magic Bullet: http://www.youtube.com/watch?v=RtpKjgwi4Sc

Ronco Oven: http://www.youtube.com/watch?v=0_2Kd1STO64

Tony Little Gazelle Freestyle: http://www.youtube.com/watch?v=pyK-3Em8__c

Snuggie: http://www.youtube.com/watch?v=R-df-ISYkGA&feature=PlayList&p=6C2397B2323F8BFC&playnext=1&playnext_from=PL&index=1

Megan Lane is an Account Executive with Imagine Marketing
Contact Megan at mlane@imnv.com.

Category: Advertising, firm, Imagine Marketing, integrated marketing, Las Vegas, Megan Lane, Nevada, Public Relations, Social Networking |
| January 13, 2010
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Your crisis: a one-day story or a months-long story? It’s your choice.

It’s never a happy occasion when the need for crisis communications arises (for obvious reasons). However, when/if a crisis does arise, it’s important to handle it correctly to minimize the impact on your business as much as possible.

So what is the correct way to handle a crisis, you ask?

First, and most importantly, our firm recommends you have a detailed crisis communications plan in place at all times. Turning to this plan and adhering to its guidelines will help your business better respond to problems and can potentially keep a problem from escalating into a full-on crisis.

Second, while each crisis situation is different, there are some basic reactive things to remember that can minimize the impact of your crisis:

DON’T try to cover the story up. The biggest mistake to make is assuming the story can be hidden. Ignoring reporters’ calls, threatening the media with your clout if they reveal your story and/or hiding out in an office will not make the crisis go away. Instead, it makes you look bad and opens the doors for reporters to interview anonymous sources who claim they know all about your crisis and would be happy to discuss it on TV.

DO communicate with the media. Once the media has hold of your story, you are much better off working with them than against them. Provide them with the facts you have, but don’t speculate. Speculation can cause you even more problems later if you were wrong.
DON’T lie. It’s almost guaranteed that if you lie to the media, you will get caught and you will be painted in an unfavorable light. If you made a mistake, own up to it and immediately explain what is being done to correct it.
DO communicate internally. Make sure your employees know who is – and isn’t – authorized to speak with the media on your company’s behalf. During a crisis, a reporter may call and begin asking questions of whoever picks up the phone. This can be disastrous if that person really has no idea what’s going on but talks with the reporter anyway.
Need further clarification? I’ll illustrate using two recent news stories about very similar situations but that ended with very different results:

HOW NOT TO HANDLE YOUR CRISIS: The Tiger Woods Scandal


Tiger Woods was so careful about keeping a squeaky clean image. He was a hugely successful golfer and a happy family man. What could be more unassuming?

In late November, Woods was injured when his SUV struck a tree close to his mansion. But while the public at first felt bad for Woods, questions quickly began to arise. Before long rumor had it that Woods hit a fire hydrant and a tree because his wife had been chasing him with one of his own golf clubs! At this point, Woods took his opportunity to say … nothing.

With nothing but rumors to work from, journalists country-wide made fast work of finding out for themselves what happened at the Woods’ home that evening. Soon stories on everything from Woods’ mistresses to his Ambien habits headlined papers and TV shows and radio broadcasts everywhere, and headlines such as “Eight is Enough!” and “More Women in the Tiger Woods Scandal – Seven and Counting” quickly began surfacing throughout the Internet.

Months later, the Woods’ story is still going strong.

HOW TO HANDLE YOUR CRISIS: The David Letterman Scandal


On Oct. 1, David Letterman asked his audience if they would like to hear a “little story.” Audience on board, Letterman launched into what audience members expected would be another joke. Ten minutes later, a stunned studio audience and millions of viewers were privy to all of Letterman’s secrets: the extortion attempt, the threats and his sexual affairs with members of his staff.

While this announcement, not surprisingly, left a flurry of news articles in its wake, it died in less than a week – only returning to the spotlight in December when Letterman himself began to poke fun at Woods’ expense and, playing off of his own sex scandal troubles in his monologue, asked Woods to “stop calling me for advice.” For Letterman, the situation was as ideal as can be expected.

Melissa Rothermel is the Director of Media Relations for Imagine Marketing.
Contact Melissa at mrothermel@imnv.com.

Category: Advertising, henderson, Imagine Marketing, integrated marketing, Las Vegas, Melissa Rothermel, Nevada, Public Relations, Social Networking |
| January 8, 2010
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Simple lessons in business from Reality TV

My stomach churns thinking I’m about to admit this: Hello. My name is Amber and I’m a reality TV junkie. (Wait a minute. Our firm posted a video of me chair dancing to Boyz II Men to our Facebook site. What am I ashamed of here?)

I LOVE reality TV albeit I claim myself to be a high-end reality show junkie I’ll have you know. (No “Flavor of Love” or extra cheesy “Paris Hilton’s My New BFF.” “That’s hot.”)

Although these shows suck my mind empty, between my “Tough Love,” “Rock of Love,” “The New Iron Chef,” “Deadliest Catch,” “Ax Men” and “Chopped” episodes, I’m convinced I’ve found a way to enjoy myself and identify parallels between reality TV and the business world (despite what my husband thinks).

Here are a few nuggets of wisdom that hide within reality TV:

Showcase your expertise – I can’t tell you how many times I’ve sat screaming at the TV wondering why Chef Mehta insists on making ice cream when he fails miserably every time. Granted, he made it to the final two, but he still didn’t win the contest. Perhaps if he had perfected what he already knows instead of trying to be everything to everyone, especially when he was under the gun and operating on his own, he would have won.

Don’t blow your gasket – The criers and fighters always get attention, but never win. Treat everyone the same, try your best to carry yourself and your business in a consistent manner at all times so people know what they can expect to get. In the end, it always pays off.

Listen – Of course judges and cast mates go overboard with criticism (that’s why they get casted for shows). However, in their own way, these people are trying to give you feedback you need to hear … even if it bruises your ego a bit. Listen and build upon it constructively. Consider biting your lip while the foolish scream your good deed for the day with the added bonus of an opportunity for improvement.

Don’t be a fraud – Can anyone honestly tell me Omarosa was destined to work for Trump? Even as outsiders looking in, we can all see a fake when we meet one. Yeah, yeah … she had a few decent ideas, but she was deceptive and a whiner the entire time. (See note above on criers.) No one likes or wants to be associated with a fake. Be genuine in your business. You will gain loyal supporters.

Have a goal in sight – It’s easy to get off track with goals from time-to-time. It’s even more challenging to find a track when you don’t have a goal at all. Whether you want be with The Bachelor, win $50,000, work for “the Donald” or expand your brand presence, you cannot do it without a goal in mind. Establish a goal and map out the steps you need to take to reach it. Evaluate and modify your efforts regularly.

Be a respectable leader – Man, I love “Ax Men.” Most of them are “real” people to me. They tell it like it is, and everything’s on the table at all times. If you don’t like it, hit the road. Rygaard Logging Co. is my favorite crew on the show. They’re hard-working, smart, fun, hold their guys to their word, go to bat for them and, if needed, let staff go if they’re not pulling their weight. It’s simple and everyone wants to work for their crew – even that one kid Bradley. (I hope that kid found an office job.) It’s an easy formula that allows the team to be a happier, more productive, and as a result, a more profitable company.

So, the next time you plop yourself down in front of the boob tube and switch onto a show, feel comforted in knowing that I fully support you. You are, after all, learning so much about how to conduct good business.

Amber Stidham is the director of strategic planning for Imagine Marketing.
Contact Amber at astidham@imnv.com

Category: Advertising, Amber Stidham, Imagine Marketing, lasvega, Nevada, Public Relations, Social Networking |
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