So this was me at 5:32 PM last night on Facebook.
If you’re a chick, I bet you had your own “what up with all the colors on Facebook statuses?” moment yesterday. And, like me, you probably had your little moment of epiphany:
As I think many of us now know, someone somewhere invited women to share their bra color on Facebook yesterday without public explanation, all by way of spreading breast cancer awareness (Mashable speculates on the origins of the meme here.)
I actually adore this idea – it does everything a viral campaign should. We saw, we questioned, we buzzed, we laughed, we passed it on. And it was a uniquely chick-ish “social object” to be passing, wasn’t it? Our bra color, for god’s sake. Intimate but not embarrassing, a way to express individuality (I’m talking to you, animal-print ladies) and sisterly solidarity at the same time. And kind of keep the boys out, except when the boys themselves started playing along. Which is hilarious and alarming in equal parts.
BUT. As a cause-related effort? Not as successful. Feels like there was a big missed opportunity here. I’ve done a bit of cause marketing in my time and subscribe to a cardinal rule: tell people what they can do to make a tangible difference. The bra meme got the hard part out of the way – it got us buzzing. It just needed to connect the dots and give us the tools to make a difference.
Is it because this was a grassroots effort started by a woman without ties to one breast cancer organization? Possibly, and fair enough. Was it just intended to “create awareness” without any other call-to-action? Again – possibly (though breast cancer is hardly a disease which needs to be put on the map.) For me, if you gave me a shortened link to share along with my color on Facebook and Twitter which let people click through to make a donation or sign a petition or something else concrete – done and done. I would’ve shared it gladly and hopefully made a measurable contribution to the fight against a disease which has touched every single one of us.
So did you participate in the bra meme? If you’re a marketer or PR person, how would you have handled it as part of a cause campaign?
Thanks to my Twitter pal @karinatweedell for sending the Mashable post and holding my hand as I struggled to understand what all those damned colors meant.
The wall behind Patti’s desk was covered floor-to-ceiling with Donna’s press hits. For all I know Patti started tacking them up there when Donna first started the company and never stopped — by the early 90s, when I was there, several layers of magazine articles and photos and newspaper clippings had already accumulated. It was a gorgeous pastiche, and I’d pore over it whenever Patti got wrapped up in a call and forgot I was sitting in front of her. One day I asked Patti why she wasn’t in any of the photos to which she replied, “A good publicist is never in the picture.”
That stayed with me for years. Not only did I put it into practice, sidestepping photos with clients at public events whenever I could, I also passed it along to the many young publicists I went on the manage at other companies. Somewhere along the line, Patti’s advice morphed into this:
“A good publicist is never part of the story.”
Except now…we are. Or at least, we can be. Sarah Evans talked about this during a panel discussion I moderated recently on how Twitter has changed journalism and PR, and one of the points she made was how boundaries have blurred among PR, journalist and blogger roles. There are journalists who blog, bloggers who do PR consulting, PR people who blog… It is in fact quite possible for PR people to participate in on-line conversations about their client through blogging, micro-blogging, status updates, photo sharing, and so on.
So all due respect to Patti, I believe it’s okay for the publicist to be part of the story, or at least the conversation. I do it, but only with disclosure. I’ll tell you if I’m blogging or tweeting about a client, and it’ll be an honest reflection of my feelings. For example:
I started taking pictures recently at the client events I attend. I’ve got the Droid megapixels, why not? There was a time when those pictures would only have been shared internally at the agency but now, why not share publicly? Especially when apps like Whrrl make it so easy. Here’s how I captured the action at a client’s launch event last week:
So what do you think? I’d love to hear from other communications professionals on how they’re handling the transition from being behind the conversation to participating in the conversation about their clients and brands.
I am dying to see “Fantastic Mr. Fox.” Can you blame me? Any cartoon that includes George Clooney and Meryl Streep on its voice talent roster is okay in my book, PLUS you’ve got the awesomeness of stop-motion animation AND Wes Anderson at the helm. Oh, and a 91% on the Tomatometer at rottentomatoes.com. Done, done and done.
But wait, there’s more. Did you know chef extraordinaire Mario Batali voices one of the characters? Neither did I, at least not until the movie’s PR team at 42West brought it to my attention. Batali provides the voice for the Rabbit character and from the looks of things, footwear inspiration as well.
Now check out Rabbit. Look verrry closely.
Here’s the most adorable thing of all. The 42West PR gang have provided me with lovely Thanksgiving Day recipe cards created by none other than Rabbit…er…Mario Batali. Although I’m off the hook for kitchen duty this Thanksgiving, I know for sure I’ll be road-testing Rabbit’s pumpkin-sage-butter pasta dish sometime in the very near future (in which there is, by the way, an entire stick of butter. The pasta, not the near future.)
Check out the Pumpkin Lune with Butter and Sage and the rest of the recipes here: Thanksgiving Recipes from Mario “Rabbit” Batali
Love letter to the FTC: I received nothing in exchange for this post, not even a pair of orange crocs. Or a stick of butter.
Batali croc image via.
Rabbit image via 42West.
Image via Jon Cronin and Whrrl)
Our agency sponsored the “140 Characters” Conference in Los Angeles last week, supporting a two-day exploration of what conference organizer Jeff Pulver calls “The State of Now” and the effect of the real-time internet on culture. We created a DeVries PR Buzz Lounge in the lobby of the Kodak Theater, a place for everyone at the conference to recharge and connect. We kept them stoked with free caffeine, cupcakes and ethernet connections. We also thought it would be an interesting challenge to see if we could capture video sound bites from conference speakers and in something close to real time, send those sound bite packages out across the interwebz to give people at home a taste of what was happening at the conference. You can view and share these segments at our DeVries YouTube channel; meanwhile, this is a bit of what went on behind the scenes as we worked to bring our Buzz Lounge concept to life.
Sunday, October 26th
8 PM: Heading for LA tomorrow. I have convinced my boss that it is a good idea for DeVries to sponsor the LA edition of the “140 Characters” conference. I tell him it will demonstrate our commitment to and understanding of the cutting edge of social media. I also tell him it will enable me to stalk Jeffrey Hayzlett of Kodak, my current CMO crush. Hayzlett doesn’t know it yet, but he really wants to work with DeVries.
9:55 PM: Packing on hold. Time for me to live-tweet this week’s episode of “Mad Men.” Evidence of how cutting edge and Twitter-savvy I am.
11:00 PM: Back to packing. Based on the NYC 140conf dress code, I am going casual. I tell my team to wear jeans and heavy black-rimmed eyeglasses so they fit in with all the geeks digital influencers. I also suggest they don’t shave but am shot down since most of them are women.
Monday, October 27th
7 AM: Airport. Never have I seen a security line this long. I ask airport worker lady where the Elite Access line is. She points to a queue of people that snakes around itself and out of sight like a coiled serpent of unhappiness and misery.
7:40 AM: My line has moved forward three inches. I feel very Elite.
12:00 PM: West coast time! Hollywood here we come! Meet driver at baggage claim. Tell him I’m waiting to meet my colleague Danielle who’s flying in on a different airline. Realize that airline is two terminals away. It seems driving two terminals away to fetch Danielle will inconvenience him. I’m confused because I’m pretty sure I’m paying him.
12:02 PM: Try to reach Danielle on her cell to get her to take a tram to our terminal. I worry driver will do me bodily harm if I can’t make this happen STAT. Try to explain why it’s important we find Danielle because she’s my awesome video blogger correspondent but driver doesn’t seem to care.
1:00 PM: Danielle located and secured in SUV. Relief. I have my video blogger, without whom our whole sponsorship concept falls apart.
1:30 PM: Check in at Roosevelt. Rooms not ready.
2:00 PM: Rooms still not ready.
3:00 PM: Rooms still not ready. Resolve for the 800th time never to stay in a boutique hotel again.
4:00 PM: Head over to Kodak Theater to meet Thom, our brilliant event designer. Jeff Pulver himself lets us in so we can check out our space in the main Lobby. I’m pretty sure Pulver can tell by looking at me how cutting-edge and Twitter-savvy I am. Meanwhile, Thom has outdone himself and other than the fact that in-house caterers are not allowing us to bring in our special cupcakes, things are looking great for tomorrow.
5:00 PM: Cupcake-gate resolved. We pay extra money so that we may offer red velvet goodness to conference attendees. This turns out to be a very good investment.
(The photo is blurry because we had to refill the cupcake trays at warp speed to keep up with consumption. I’m not kidding. Image via Heather Meeker and Whrrl)
8:00 PM: Pre-conference-party sponsored by RealPlayer. Connect with beloved Twitter friends Jessica Gottlieb, Heather Meeker and Shelly Kramer, meet many amazing new people with whom I exchange cards, and watch in amazement as Owen JJ Stone aka “Oh Doctah” downs five Long Island Iced Teas without breaking a sweat.
Me and the man they call “Oh Doctah” (image via askohdoctah)
10:00 PM: Realize I’ve offered four people jobs and proposed marriage to three others. Time to call it a night.
(That’s the DeVries crew in foreground, slightly out of focus at the end of a long day. Back of my head and Kathy’s reveal impeccable highlighting upkeep. Danielle is making shadow puppets while Jon mimes the use of a handheld electronic device. Image via RealPlayer)
Tuesday, October 27th
8:00 AM: Showtime!
(Danielle and cameraman extraordinaire A.J. making it happen in the DeVries Buzz Lounge, interviewing Jeff Pulver on the State of Now. Image via Jon Cronin and Whrrl)
The next two days pass in a blur. Because one of our Twitter Critters falls ill, we end up short-handed which means less time for all of us in the auditorium watching speakers, more time hustling in the Buzz Lounge. But that’s fine, since much of the conference action is taking place right here on and around our white lounging sofas and lucite bar stools. We are packed from the time the conference doors open till they close at night. I go home at the end of Day One covered in cupcake icing. Danielle and our crew from Pack Media Online are tireless, wrangling speakers for interviews (including my CMO soulmate Jeff Hayzlett) and turning around beautifully edited packages on impossibly fast timing. Jon and Kathy are working the keyboards, tweeting and retweeting our video content along with all the other amazing insight coming from the Kodak Theater stage.
It is a glorious experience. Oh Doctah recaps it beautifully (as only he can) here. And this is our final highlight reel in which Jeff Pulver offers what may be my all-time favorite quote about Twitter: “At the end of every tweet, there is a person.”
Update: While we were grabbing footage in the Buzz Lounge, fellow sponsors RealPlayer were doing a great job documenting what was going on inside the theater. Check out their videos here. Oh, and here’s footage of my CMO boyfriend Hayzlett doing a striptease and definitely not pitching his brand *at all.*
Oh how I wish I had been at Blog World Expo this year. For one thing, I would’ve like to have seen Guy Kawasaki drool over Jenny “The Bloggess” Lawson up close and personal at the closing keynote. With Chad Vader on the same stage, no less. For another (and perhaps more professionally appropriate), I wish I had been a spectator at the fascinating “Future of Journalism” panel hosted by Brian Solis and featuring CNN anchor Don Lemon; NYU journalism professor and PressThink blog author Jay Rosen; conservative radio host Hugh Hewitt; and Current TV COO Joanna Drake Earl.
There was a lot to this discussion (including some hostile questions from a blogger who – heaven forgive me – looked like he hadn’t seen a shower or the outside of his mother’s basement in a while), but what was most valuable to me were these three distinctions:
Professional vs Amateur
Vertical vs Horizontal
Broadcast vs Share
The Numbers Please: According to Solis, there are 400MM tweets published in any given month. There are over 2 billion pieces of content shared on Facebook each week. Twitter has more monthly uniques than cnn.com and nytimes.com (by the way, if those stats are inaccurate please blame Solis. I was merely watching innocently at home via web video. In my PJs.) That’s a LOT of information swirling around the interwebz. The question is, how reliable is it as news?
A Hybrid Approach: News may unfold on Twitter, but you don’t get the full depth of a story the way you would if a professional news organization were behind it. A hybrid model seems to be what’s emerging, or at least that’s what Current TV’s Earl suggests. You still need an editorial point of view and journalistic rigor (fact-checking, anyone?) to bring shape and structure to the mind-boggling amount of content being generated all around us. She describes this as “pro-am” journalism.
“The Wired Ecosystem”: NYU’s Rosen describes the blogosphere as a continuum between amateur (“citizen”) producers and professional (“traditional) media. Solis gives the example of NBC’s Ann Curry looking for information on North Korean missile test, getting nothing from her traditional sources but finding leads on Twitter. CNN’s Lemon asserts that even breaking news found through social networks requires double- and triple-confirmation before it can (or should) be reported. The point is, it’s one big ecosystem and the best content is generated when traditional and “new” collaborate.
From “Network” to Networked: My favorite distinction of the panel comes from Rosen. He cites the iconic scene in the film Network when deranged anchorman Howard Beale incites his viewers to fling open their windows and yell, “I’m mad as hell and I’m not gonna take it anymore!” That image – millions of atomized viewers uniting in behavior not because they are connected to one another, rather, to a central mass media outlet – defines traditional media. The viewer-media connection is vertical and one-way. Now, thanks to technology, we are connected not only to mass media but to one another – so we still consume information vertically but can instantly share it horizontally.
I marvel at people who continue to dismiss social networking as a time-suck, or microblogging as self-indulgent narcissism. Well, maybe my dad can get away with it – but then again, he’s a retired lawyer and not a practicing communications professional. Those of us who fall into the latter group will do well to embrace the lessons of this panel and be aware of the boundaries collapsing all around us: between professional and amateur journalism, vertical and horizontal communication, and – crucially – broadcasting messages vs sharing stories.
As many of you know, I am obsessed with Sharpies. They are much more than pens to me. They are self-expression accessories, if you will. They bring color, boldness and clarity to my life — both my lives, actually. Professional Life and Private (Mom) Life. I think with Sharpie, I create with Sharpie, I edit with Sharpie, I doodle with Sharpie, I label with Sharpie, I define with Sharpie.
Yes, I think Sharpie is fine. Ultra-fine! (Heh.) I also think Sharpie is smart, smart, smart. I’ve gushed about the brand blog before, I still hold it up as a model for powerful branded presence in the social media space. The presentation below (from SlideShare) provides a fabulous glimpse at how the Sharpie team does what they do. Kudos to Susan Wassel — or SharpieSusan, as she is known to her Twitter followers — who’s been the tireless force behind this work.
I credit the fabulous Liz Strauss with the title of this post. As she tweeted yesterday, “Swag is the new black in broadcasting a message.” There is ample commentary in the blogosphere today on the deluge of product samples and other “gifts” given away at BlogHer this weekend. Most of what I’ve seen is critical — of the marketers, the bloggers who made the pursuit of free stuff their priority, or both (see suggested reading, below).
Yes, there was an insane amount of product given away. The photo above, taken by Laura Mayes of Kirtsy.com, tells you all you need to know. (Full disclosure: some of my clients were there a-swagging, too). This is what happens when marketers discover an influential community: they want to give you stuff. People — or consumers, as we marketing/PR types call them — listen to women who blog. Corporate America knows it, don’t resent them for wanting to get their wares in your hands. Laura’s photo is not a sign of End Times; it is recognition of your incredible power. That’s a good thing.
(By the way, swag at professional conferences is not a new phenomenon. I nearly exfoliated my own hands off 15 years ago at the American Academy of Dermatologists convention, demonstrating a new anti-aging enzyme for 12 hours straight for the beauty company I worked for to hordes of sample-ravenous doctors and their wives. )
As Kristen Chase wisely tweeted today, “We’ve got to find more creative ways to start conversations between sponsored bloggers and attendees.” She was referring specifically to bloggers individually underwritten by marketers to distribute their samples at the conference, but I think the statement is true for any brand trying to make connections at BlogHer. I will absolutely advise my clients to repeat their involvement at BlogHer 2010, but will also make sure we all learn from what went on this year.
And with that, I offer this mini-PSA for marketers contemplating a BlogHer sponsorship.
PR Mama’s Advice for Marketers at BlogHer
Lesson #1: Be creative (to Kristen’s point.) Swag is not currency. What do you have of value that is wholly brand-ownable and will actually bring some value to the bloggers you meet?
Lesson #2: Go big or go home. You don’t have to be the biggest sponsor, but you should do/bring something (or someone) that gets every single blogger there buzzing. You’ll get lost othewise, you just will.
Lesson #3: Speaking of bloggers buzzing — if you have an off-site event, do make sure it’s baby-friendly. Trust me. If you don’t believe me, talk to the Nikon PR team.
There’s more but if I share it, my clients will accuse me of educating the competition and I’ll get in big trouble. And possibly lose my job and believe me, this blog is hardly a fall-back source of income (bizarrely, Sharpie and HP have not deemed me worthy of paid ambassadorship despite my vast readership. I was pondering that last night while I was typing on my thin, light and enticingly affordable HP Pavillion DV2 laptop with one hand and writing out loud with my teal Ultra Fine Retractable Sharpie with the other.)
Wait. What was I just saying about brands finding ways other than giving away free stuff to connect with bloggers…?
* * * * *
Alma Klein laments the increasing presence of marketers over the history of the conference here.
Kristen Chase weighs in on the darker side of blogger behavior at BlogHer, also discusses the Nikon party controversy. (Note that Esther Brady Crawford, the mom who found herself at the center of the “Nikon Hates Babies” controversy, comments on the post. Do read it for a first-hand account of what actually happened.)
There were some recaps NOT focused on swag. Kevin Pang from the Chicago Tribune captures more general soundbites and vignettes here. Jennifer Howze recaps one of the conference sessions (“How to Find Your Blogging Tribe”) here.
And finally — and refreshingly — some recaps were just absurd. Brilliantly so. See Adam Heath Avitable’s insightful interview with the, uh, BlogHer09 hashtag here. And this photo recap from Neil Kramer which speaks for itself.