A Social Media Plan for Rust-Oleum Specialty

Social media has taken the marketing world by storm. Today, not only do companies have a dedicated Web site, but organizations, representative of all industries and sizes, also have a blog, Twitter account, Facebook page and a YouTube channel (Wetpaint & Alimeter, 2009). In fact, social media is the number one activity on the Web (Qualman, 2009). Because of this, companies view social media as a critical component to its overall marketing strategy, especially since these tactics are cost-effective and produce results (Wetpaint & Alimeter Group, 2009).

Consumers also see social media as valuable. In a 2008 survey, 93% of those surveyed think that companies should have a social media presence and 92% of American’s surveyed believe that companies should interact with consumers via social networks (Wilson, 2008).

Yes, numerous businesses are engaging in social media and finding success, but before a company hops on the social media bandwagon, it is important for its marketing or communications team to have knowledge of this medium and an established strategy that details responsibilities, guidelines, messaging and tactics that can easily be implemented.

A social media strategy allows a business to reach a different audience – sometimes a smaller, niche audience committed to a brand or industry. In addition, such a strategy affords a business the opportunity to connect with consumers, maintain brand positioning and awareness, generate more traffic to the company’s primary Web site and enlarge the target segment (Delobelle, 2008).

While some companies may believe it can go into social media without a strategy, the company should be cognizant of the risks associated with not having a strategy. These risks include an inability to answer responses in a timely and honest fashion, a non-conversational tone and possible negative feedback due to lack of customer engagement (Delobelle, 2008).

Overall, a successful social media strategy will focus on brand intelligence, consumer insights (demographics, etc.), community behavior (a deeper understanding of a brand’s target audience) and tools and platforms (Falls, 2009). These four spheres do overlap, and together, they provide the foundation for a winning social media strategy.

These spheres provide the blueprint for the social media strategy detailed below for Rust-Oleum Specialty, a brand of specialty paints and coatings for the do-it-yourselfer from Rust-Oleum.

About Rust-Oleum and Rust-Oleum Specialty
Rust-Oleum, based in Vernon Hills, Illinois, is first in brand recognition and market share position in the United States and Canada in the rust-preventative, decorative, specialty and professional segments of the small-project paint category (RPM International Inc. Web site, 2009). Founded in 1921, Rust-Oleum has a vested interest in the growth and sustainability of this market segment. Its mission is to provide its consumers with the highest quality paint so you get the best results.

Rust-Oleum is committed to providing innovative products to make home improvement projects easier and come out looking great. Many of the company’s products are trusted, household names. These include Zinsser primers, Testors hobby paints, EPOXY Shield garage coatings, Rust-Oleum Universal spray paint, automotive coatings and specialty products such as chalkboard, stainless steel, plastic and appliance paints.

Even though the Rust-Oleum brand is well-known in the home-improvement industry, many individuals do not know of all of the product lines that fall under the brand. With so many product lines and offerings, their distinctiveness may become blurred or a consumer may become confused and not think Rust-Oleum offers a particular product.

One example of this is the Rust-Oleum Specialty product line, which features products such as chalkboard paint, dry erase paint, paint for stainless steel and appliance paint, among others. Rust-Oleum Specialty displays its entire product line on a section of the Rust-Oleum Web site. Yet, this seems to be the brand’s only online presence – a Web site listing its products. With its unique product offerings and its concentration on improving and enhancing a home, Rust-Oleum Specialty can directly benefit from a social media presence.

Situation
While Rust-Oleum Specialty does not have a social media presence, Rust-Oleum itself does. For the purpose of this situation statement, Rust-Oleum’s current social media presence will be used to demonstrate that the company does have an understanding of social media; yet, there is an opportunity for it to expand its social media presence by focusing on some products under the brand that need to garner more awareness. One such brand of products is those within Rust-Oleum Specialty.

The company has a presence on Facebook via a “fan page.” The page, which has 329 fans as of December 27, 2009, displays product information, how-to videos, discussion boards and news items. Yet, the one thing that could be confusing is the fact that there are three “fan pages” dedicated to Rust-Oleum. How can a consumer differentiate between the three, and how does one know they are on the official Facebook page? Also, how does one know that they are on the correct page when seeking information on Rust-Oleum Specialty products? To find the answers to these questions, Rust-Oleum’s marketing team will need to take hold of its brand on the site especially since its target demographic aligns perfectly with Facebook’s largest growing segment, those 35 and older (Facebook, 2009). Too, it will need to creatively and distinctly differentiate its various brands as not to confuse consumers; thus, ensuring they are being directed to the correct social media site.

As for Twitter, Rust-Oleum does not have an active page. There is a listing for the company with only 11 followers, but nothing has been posted to this site. One of the cardinal rules in social media is that you need to utilize it. Simply having a presence is not just enough. In fact, nearly 60% of Americans who use social media interact with companies on social media Web sites, according to a September 2008 study by conducted by Opinion Research Corporation for Cone (Wilson, 2008).

Twitter affords a great opportunity for Rust-Oleum Specialty to reach a very targeted demographic with how-to tips and company news. This is one social media outlet that should definitely be explored by the company.

In addition, the company does have limited presence on YouTube, SlideShare and other sites. There are some how-to videos posted on YouTube; yet, the company does not have a dedicated channel, which would make it easy to find on the site and provide a comprehensive library of how-to videos on the products. There are numerous opportunities available for Rust-Oleum Specialty to set a precedent in the social media space for specialty do-it-yourself products, paints and coatings.

Situation Statement
Currently lacking a social media presence, opportunity abounds for Rust-Oleum Specialty to create a social media platform from which the brand can build awareness, demonstrate product usage and engage with customers (both current and potential) on a more conversational and personal level.

Taking a Look at the Competition
In order for a social media plan to be developed, a competitive analysis needs to be completed and included in the overall situation analysis to gain an understanding of opportunities and challenges that may be met.

Valspar

Valspar Paint Colors has a Twitter account (@ValsparColors). Presently there are 33 followers; however there are no tweets associated with the account. The company does not have a presence on Facebook. Valspar commercials are posted to YouTube.

Krylon

Krylon does have a strong presence on Twitter (@KrylonStain). The account, which provides product information and tips as well as contests, has 774 followers. However, it does not appear that Krylon has a Facebook page, even though there is a fan page for Krylon spray can collectors, which has 172 members. Ironically, a can of Rust-Oleum is in the cover picture. There are a limited amount of Krylon how-to-videos on YouTube.

Quickcrete

Quickcrete, a garage floor coating, does not have a presence on Twitter, Facebook or YouTube.

Minwax

While the brand has neither a Twitter nor Facebook account, there are many how-to-videos posted to YouTube about using the product. In addition, there is a Facebook fan page called “I Love Minwax” with 23 members. This page does not look as if it is operated by corporate.

Kiltz

Kiltz does not have a presence on either Twitter or Facebook, but there are numerous videos on YouTube detailing the product and its application.

There are numerous competitors, but not all of them are utilizing the social media tools available. This presents a tremendous opportunity to reach an engaged and targeted audience. One on which Rust-Oleum Specialty can capitalize. The key will be to identify the messaging and information for which this audience is looking; this messaging and information will be detailed in the brand’s social media strategy.

Target Audience/Market
According to Quantcast, Rust-Oleum’s primary target audience is males, ages 35 and older with a household income of between $30,000 and $60,000 (Quantcast, 2009). This target audience also includes those individuals that Rust-Oleum Specialty wants to reach.

In addition, women, in the same age group, cannot be discounted. In fact, women account for 85% of all consumer purchases including everything from autos to health care (Holland, 2009). This would include home improvement projects. Another fact that demonstrates women need to be factored into the social marketing plan for Rust-Oleum Specialty: women represent the majority of the online market (Holland, 2009).

Having to appeal to both men and women in the same age group will present challenges, but since social media offers so many different networks and opportunities, this challenge should easily be overcome.

Marketing Objectives
Rust-Oleum Specialty’s social media plan will be developed and implemented with the following objectives in mind:

- To create a social media strategy that can easily be executed among Rust-Oleum Specialty’s marketing team that will afford the brand the opportunity to reach consumers
- To build awareness for the product line among its target audience
- To develop a social media platform that engages consumers through a variety of established social media tactics
- To differentiate the Rust-Oleum Specialty products - their uniqueness and usage - from the other brands under the Rust-Oleum umbrella

These objectives will be met through the social media plan that is outlined below.

Strategy Statement
Create a comprehensive, easily executed and maintained social media program for Rust-Oleum Specialty that highlights the brand’s uniqueness and product offerings to the brand’s target audience – male and female, creative do-it-yourselfers.

Social Media Plan
Based on brand knowledge, research and a competitive analysis, as well as a closer look at the brand’s marketing strategies, which include Web presence, events and limited advertising, it has been determined that social media would be advantageous for Rust-Oleum Specialty. Not only will a social media presence allow the brand to engage consumers and have them truly experience the product, but it will also give the brand a competitive advantage since the majority of Rust-Oleum Specialty’s competition has a limited, if any, social media presence.

There are numerous social media channels available for Rust-Oleum Specialty to utilize. These include: blogs; branded social networks/communities; established social network sites, such as Facebook and MySpace; discussion forums; Flickr and other photo posting sites; innovation hubs; Twitter; ratings and review; YouTube; and Wikis (Wetpaint & Alimeter, 2009).

As previously stated, the goal of a social media program is to ensure the company is engaged. At the inception of a social media program for Rust-Oleum Specialty it is critical for the marketing team to understand the concept of social media, be comfortable with it, and then select those tactics that provide ease of use and can be updated frequently. Too, it is important to select those social media channels that will be brand-focused and not appear that Rust-Oleum Specialty is only having a social media presence and not a social media engagement.

With that said, the following are the suggested social media tactics Rust-Oleum Specialty should implement:
- Twitter
- Facebook Fan Page
- YouTube Channel
- Blogs and Consumer Generated Content
- Branded Entertainment

Step 1: Team Education and Engagement
Education is crucial to the success of any plan. In order to have marketing team buy-in for a social media plan, each team member will go through social media training. This training will provide the fundamentals of social media as well as show the team how social media has been used. This includes case studies on brands that have found success in social media including Starbucks, Dell and Southwest, among others. The training also includes social media failures such as Wal-Mart, Pepsi and Skittles. These failures demonstrate to the marketing team what not to do in social media. Consider this part of the training as best practices and lessons learned.

This education focuses on the fact that social media is not a forum to sell a product. Instead, it is a medium for conversation and to demonstrate a different side of the brand. It can be used to educate consumers about a product through videos, but it is also used to answer consumer questions. This will be a key component that will demonstrate success. Conversations are going to happen, and it is important for the brand to be a part of them.

In addition, employees will go through the process of building accounts on social networks. There will be step-by-step instructions on appropriate posts, suggested posts, and most importantly, how to post to the various sites. It is recommended that a social media binder be developed for the marketing team that includes the user names and passwords for each site.

The marketing team will be responsible for the social media updates as they are closest to the brand. The public relations firm’s role is to provide guidance, develop messaging and provide other recommendations for posts and further social media development.

Another key component of training includes gaining an understanding that some social media messages cannot be controlled. This is an important concept for a marketing team, who typically likes to control messaging, to grasp. In addition, the importance of transparency and authenticity will also be emphasized. Consumers want to know they are communicating with the company. They also want to be understood and social media affords t hem the opportunity to have a conversation directly with a company.

It is critical that all members of the marketing team know that social media is continuously evolving, and once the above mentioned tactics are mastered, then it is possible to move onto other tactics that align with the brand and set objectives.

Step 2: Messaging
While formal marketing messages are not necessarily appropriate for social media, a messaging plan needs to be established for the strategy to be effective. This means that general ideas about messaging need to be developed. These ideas include: customer-focus, responses to customer inquiries, how-to tips, product usage tips and ideas, new products, retailers and possibly any public relations releases.

The key to social media messaging: a conversational tone that is not corporate speak. If this type of tone is followed, a company will find success in social media.

Step 3: Tactics
Twitter
Twitter is a social networking site that answers the question: what are you doing now? Yet, it has become a phenomenon that allows businesses to post information and educate consumers. In fact, in 2008 Twitter’s users grew by 900%.

Twitter has the potential to be a powerful tool used to disseminate relevant and timely information out to a company’s “followers,” who are a captive audience. Twitter can help to create awareness for an unknown brand, promote a product or educate consumers.

The most compelling argument though for Twitter usage can be the fact that according to Performics and ROI Research, 48% of individuals who saw a brand’s name on Twitter went to a search engine for additional information on that brand. This is compared to 34% for other social networks (Sullivan, 2009).

Twitter affords Rust-Oleum Specialty numerous opportunities to engage its customer base. With a Twitter account, Rust-Oleum Specialty can provide its “followers” with product updates, usage tips, applications and specials. This is critical since these products are so unique, yet so cool. These are products most do-it-yourselfers may not have even thought about, but Twitter allows the brand to build itself and showcase capabilities to an engaged audience.

In addition, the brand can use Twitter as a customer service tool by answering customer questions directly from the site. Plus, with Twitter, the Rust-Oleum social media team or those who monitor social media for the company can also search the site to see what is being said about a particular product. This way the company can proactively reach out to customers and educate them about the product and offer other tips. Essentially, Twitter enhances dialogue between the consumer and the company.

The above are general brand building techniques Rust-Oleum Specialty can use via Twitter. Yet, with Twitter’s introduction of the “Lists” feature, there are even more opportunities. Twitter launched this feature on November 2, 2009. It allows individuals and companies to group together followers or find new ones (Catone, 2009). Rust-Oleum Specialty can use the lists feature to its advantage once it sets up an account. For example, the company can group together users of its various products to communicate with them about product-specific information. The company is also able to search lists to find people. In addition, the list feature also allows individuals to recommend pages to others. This means current Rust-Oleum Specialty followers could recommend the company’s Twitter page to those they know with the same interests.

Listi, which is a Web-based application that informs an individual of when a company name or brand has been mentioned in a tweet from a specific Twitter list, is another tool the brand could use to increase its Twitter presence (VanGrove, 2009). Think of this as Google Alerts for Twitter. With this feature, Rust-Oleum Specialty can further extend its customer service outreach by receiving hourly updates on what is being said about the brand on the site. Even though Listi is in its early stages, it is definitely an advantage to using Twitter for promoting a brand. Learn more about Listi at http://www.listi.com/.

From showcasing product tips, to featuring actual completed projects, Twitter can be a powerful tool for the brand.

Facebook
With more than 350 million active users, Facebook is the largest social network (Facebook, 2009). And while many use this site to connect with old friends, numerous consumer brands are finding success in reaching an audience through this medium. In fact, according to Razorfish, 40% of Facebook users "friend" brands on Facebook (Keane, 2009). This is why it is recommended that Rust-Oleum Specialty develop a Facebook fan page.

In order to be successful, the Rust-Oleum Specialty fan page not only needs to provide information on the company as well as showcasing its products, it also needs to accomplish the following:

- Network with other platforms. This means that Rust-Oleum Specialty needs to integrate all of its other sites within its Facebook page. This page can link to the brand’s Twitter and Flickr accounts as well as YouTube channel. In addition, the company can provide links to the social media site from its main Web site
- Create a resource of information. This page can include information about the product, its usage and other tips
- Develop contests for user interaction. By developing contests, Rust-Oleum Specialty is fostering user engagement. Consumers are becoming actively involved in the brand. In addition, contests can build a larger community and following for the brand
- Target the proper demographic
- Establish a discussion board with topics for individuals. Make the Facebook page a go-to resource for anything about Rust-Oleum Specialty. Create discussion posts about problem solving, usage of the product and more (Balwani, 2009).

Since this page will attract new visitors to the brand, it is important that the landing page be welcoming and informative. This site should not be overpowering. It should also be fresh. In addition, make sure the site includes videos about the product. This could also be in the form of a link to the brand’s YouTube Channel. But post importantly encourage and facilitate participation on the page. This will keep fans and followers coming back (Williams, 2009).

To get started on developing a Facebook Fan Page, this tutorial will provide the necessary steps and details http://tutorialblog.org/how-to-create-a-facebook-fan-page/

YouTube Channel
The YouTube audience is vast with 157 million American viewers in June of 2009 alone. While YouTube is usually associated with humorous videos, it is actually useful for posting corporate messages. Rust-Oleum Specialty could utilize this tool by posting product how-to-videos to the site. In addition, YouTube now offers branded channels, which affords Rust-Oleum Specialty the opportunity to develop a channel that has the look and feel of the brand.

The YouTube channel can be linked through Facebook and Twitter. This way all social media networks the brand is using are integrated.

Blogs
There are more than 200,000,000 blogs, and 34% of bloggers post opinions about brands and products (Qualman, 2009). With these numbers in mind, it is advantageous for a company, especially Rust-Oleum Specialty, to pay close attention to blogs and user generated content because blogs are valuable resources for both a company and consumers. This also means that numerous conversations are being had via social media.

Blogs are a type of Web site maintained on a consistent basis that provide commentary and insight on a particular subject. Blogs can provide greater insight into the company as well continue to facilitate two-way communication with consumers.

The company can set up a blog through a free site, such as blogger.com. This blog should be separate from corporate messaging. Instead, it should focus on home improvement and showcase creative ideas about the industry and products that are available. The blog needs to be conversational, informative and entertaining. Again, this is not a place for corporate messaging.

In addition, the blog also affords consumers to leave comments. By responding to comments, Rust-Oleum Specialty will be able to engage in conversation with its target audience.

Consumer Generated Content
Brands are part of our lives, and the goal of this campaign is to make Rust-Oleum Specialty a part of the lives of consumers. With that said, consumer-generated content could provide a strong outlet for the brand.

Consumer-generated content allows the consumer to be a part of the communications process (Jaffe, 2005). It is a different kind of marketing tactic that allows the consumer to truly embrace the brand and participate in it. With consumer-generated content, the consumer is actually a part of the brand. They can tell why they use it and believe in it; essentially, why it is a part of their lives.

Rust-Oleum Specialty would be able to use consumer-generated content in its social media marketing campaign. One preliminary idea is to have customers write in via a Facebook page, Twitter account, or possibly even a dedicated Web site and tell how Rust-Oleum Specialty made their house a home. The campaign, “Making Our House Our Home,” allows the customer to tell the story, which includes an experience and promotes how the product can be used. To add another customer engagement component to it, those who log onto the site can vote for their favorite story with the winner receiving a grand prize. Maybe it is something they still need for their home or maybe it is cleaning service for a year. The possibilities truly are endless. In addition this idea further emphasizes the importance of integrating the social media networks and mediums to demonstrate one cohesive brand.

Branded Entertainment
Branded entertainment is frequently called product placement. Whereas some individuals do not think product placement may be beneficial, it could be extremely beneficial for Rust-Oleum Specialty as long as it is strategic and does not look like it is a complete endorsement for the product.

According to PQ Media, branded entertainment was expected to reach a spend of $25.8 billion in 2008 and continue to grow (PQ Media, 2008). This is due in part because it is not a traditional advertising tactic. For Rust-Oleum Specialty, a possible partnership with HGTV may prove to be successful, maybe on a show such as Design to Sell where there is a limited budget available to transform a house. By using the products on this type of programming, consumers will be able to see how they are used as well as the end result.

General Ideas
While some ideas for usage of the above tactics were mentioned in the description of the tactics. There are a few other ideas Rust-Oleum Specialty can incorporate once its social media program is up and running.

First, Rust-Oleum Specialty should feature links to all of its active social media sites on its Web page. This way, it is easy to find and access those pages without conducting a search on each site.

One idea is the usage of games. Once the brand develops its Facebook presence, it can include an online gaming component, which can then further expand to its own Web site. These games might include recreating a dream kitchen with the stainless steel paint, or maybe a game that sees how creative one can get by creating a chalk mural or drawing on the brand’s chalkboard paint. This could be followed by a contest to enter your drawing for free paint or a room makeover. These are just a few initial ideas, but they do demonstrate that there is an opportunity for Rust-Oleum Specialty to engage consumers through online gaming. Gaming is engagement, and since it creates an experience for a consumer, they are more willing to participate.

Another idea is generated from the usage of Twitter. In order to engage in consumer conversation, the Twitter account should ask for success stories using Rust-Oleum Specialty. Users can even submit pictures. This would promote dialogue and the pictures could populate the brand’s Facebook page. Again, this shows integration, which is key to a successful social media campaign.

A discussion section on Facebook would also be advantageous for the brand. It is a FAQ section that allows consumers and fans to discuss projects and usages as well as a variety of other topics. For example, since Rust-Oleum Specialty offers stainless steel paint, a debate can be sparked on whether to go with the paint or buy stainless. One could even discuss how this product prevents those nasty fingerprints that are synonymous with stainless steel.

A contest can also be implemented to increase the number of fans on Facebook and followers on Twitter. This might include a coupon for products if one signs up for the page. This not only educates the individual about the product, but it allows the brand to continue to inform via social media. Plus, sales may increase as a result of such a campaign.

The blog that is established for Rust-Oleum Specialty would be a discussion forum for home improvement and decorating. This could be a site to brainstorm ideas with others looking for new and fresh ways to brighten their home. This sponsored blog could include some information on Rust-Oleum Specialty, but this could be more of a site for idea exchange that is presented by the brand.

Measurement
In addition, social media can be measured in a variety of ways. Sales numbers, followers and friends, cost-efficiencies, customer satisfaction ratings and positive comments can all be used to measure ROI. Learn more by watching this video: http://socialnomics.net/2009/11/12/social-media-roi-examples-video/

Conclusion
Social media is about extending a brand and reaching customers. It is about engaging in conversations and letting those conversations happen. This also means being personable and open to new ideas. In order for social media to work, a brand must use it. The above stated plan demonstrates how Rust-Oleum Specialty can enter the social media world and be successful.

References
Wetpaint & Alimeter (2009). ENGAGEMENTdb.

Qualman, E. (2009). Statistics Show Social Media is Bigger Than You Think. Socialnomics Social Media Blog. Retrieved December 27, 2009, from http://socialnomics.net/2009/08/11/statistics-show-social-media-is-bigger-than-you-think/

Delobelle, V. (2008). Social Media Strategy. Retrieved December 26, 2009, from http://www.slideshare.net/vaninadelobelle/social-media-strategy-392440

Falls, J. (2009). The Four Spheres of Social Media Strategy. Social Media Explorer Blog. Retrieved December 26, 2009, from http://www.socialmediaexplorer.com/2009/11/18/the-four-spheres-of-social-media-strategy/

RPM International Inc. (2009). RPM Consumer Companies. Retrieved November 1, 2009, from http://www.rpminc.com/consumer.asp

Facebook Statistics. Retrieved December 27, 2009, from http://www.facebook.com/

Wilson, D. (2008). Social Media Presence: Why You Need One. Social Media Optimization. Retrieved December 27, 2009, from http://social-media-optimization.com/2008/10/social-media-presence-why-you-need-one/

Quantcast (2009). Rust-Oleum Audience Profile. Retrieved November 1, 2009, from http://www.quantcast.com/rustoleum.com

Holland, S. (2009). Marketing to Women Quick Facts. She Economy Blog. Retrieved December 27, 2009, from http://she-conomy.com/report/facts-on-women/

Sullivan, L. (2009). Consumers More Willing To Share Brand Info On Social Networks Than Previously Thought. Media Post Publications Blog. Retrieved November 8, 2009, from http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=116866

Catone, J. (2009). HOW TO: Use Twitter Lists. Mashable Blog. Retrieved November 6, 2009, from http://mashable.com/2009/11/02/twitter-lists-guide/

VanGrove, J. (2009). Listi: Google Alerts for Twitter Lists. Mashable Blog. Retrieved November 8, 2009, from http://mashable.com/2009/11/05/listiti/

Keane, M. (2009). The secret to successful Facebook fan pages: pre-existing popularity. Econsultancy Blog. Retrieved December 28, 2009, from http://econsultancy.com/blog/5041-secret-to-successful-facebook-fan-pages

Balwani, S. (2009). 5 Elements of a Successful Facebook Fan Page. Mashable Blog. Retrieved December 28, 2009, from http://mashable.com/2009/03/30/successful-facebook-fan-page/

Williams, C. (2009). 10 practical tips for Facebook Fan Pages. iMedia Connection Blog. Retrieved December 28, 2009, from http://www.imediaconnection.com/content/24111.asp

Jaffe, J. (2005). Consumer generated content. iMedia Connection Blog. Retrieved November 23, 2009, from http://www.imediaconnection.com/content/6096.imc

PQ Media (2008). PQ Media Research: Branded Entertainment Market Defies Slowing Economy, Expands 14.7% to $22.3 bil. in 2007. Retrieved November 23, 2009, from http://www.pqmedia.com/about-press-20080212-bemf.html

Information Overload?

Social media has afforded both individuals and businesses the opportunity to reach more people (possibly even a different audience) and communicate in a new, exciting and engaging manner. With social media, conversations ensue and followers, friends and fans are able to learn more about a company or long-lost friend online.

Throughout the past seven weeks, I have learned so much about social media and what constitutes a social network. A little overwhelming? Yes. Possible information overload? At times. Exciting and offering a window of fresh and innovative ideas? Most definitely.

First and foremost, I now recognize that social media is more than Facebook and Twitter. In fact, there are hundreds of social networking sites out there that cater to specific industries, interests and practices (Boyd & Ellison, 2007). When developing my social media plan for Rust-Oleum Specialty, I will be researching different home improvement and do-it-yourself sites that may be a strong fit for the company. Sometimes these non-mainstream sites offer the perfect niche for which a brand is looking. By utilizing these sites, one is able to reach a targeted and engaged audience. This is the very reason to implement a social media campaign. These smaller sites may prove to be even more beneficial than the larger sites. Just because a company is not on Facebook or Twitter, it does not mean that it does not have a social media presence or message (Marks, 2009).

Yet, social media goes beyond social networking sites and delves into other marketing tactics, which include blogs, user-generated content, online gaming, texting, branded entertainment and much, much more. And while each of these tactics offers its own unique and targeted messaging and audience, it is important to remember that not all social media networks and tactics are geared toward every company. These components will be included in the strategy, but how will it be developed?

A social media strategy needs to fit like a glove for a company. It also needs to be a compliment to an already comprehensive marketing and public relations plan. The first step that will be taken in developing Rust-Oleum Specialty’s social media strategy will be to take an inventory of all the options and platforms currently available to the company (Cottingham, 2009). With so many different networks out there, this is a must, and one of the only ways a successful strategy can be created. This inventory will include the pros and cons of each network and tactic and whether or not the expected benefits outweigh the challenges.

The next step in developing the strategy will be to suggest a social media audit. This is to ensure that the company has the bandwidth to handle the time commitment that goes along with having a social media program. This is a key component to any marketing plan. This audit not only provides the opportunity to discuss the goals for a social media program, but it will also help to decipher which social media tactics should be implemented to ensure these goals are met. This is a surefire way to cut through all of the social media clutter.

These may seem like simple steps in figuring out what social media networks and tactics are best suited for Rust-Oleum Specialty, but, in reality, it is going to be a long, but fun process of truly understanding the company and its needs. In addition, this plan must be something actionable and one that can be easily implemented. Essentially, a comprehensive, detailed, straightforward plan will rise from the knowledge I have gained throughout this course.

This plan will demonstrate my evolution as a social media student. I have learned that social media must be something that people can understand and grasp. It needs to be informative and fun; it needs to be something they want to do and be a part of. A sense of community will be key. But most importantly, social media needs to remain a conversation. It can be informative. It can be detailed. It can be about timely news issues or products, but at the end of the day it needs to be a conversation between two people about a shared interest. This conversation can take place on Facebook or in a blog; the location does not matter. What really matters is that a conversation is taking place. This is the crux of social media, and this is what will be of central focus in the social media plan I am setting out to develop for Rust-Oleum Specialty.


References
Boyd, D. M., & Ellison, N. B. (2007). Social network sites: Definition, history, and scholarship. Journal of Computer-Mediated Communication, 13(1), article 11. Retrieved December 14, 2009, from http://jcmc.indiana.edu/vol13/issue1/boyd.ellison.html

Marks, G. (May 26, 2009). “Beware of social media myths.” BusinessWeek. Retrieved December 14, 2009, from http://www.businessweek.com/technology/content/may2009/tc20090522_078978_page_2.htm
Cottingham, R. (2009). When it comes to engagement, social media is the art of the possible. Social Signal Blog. Retrieved December 14, 2009, from http://www.socialsignal.com/blog/rob-cottingham/when-it-comes-engagement-social-media-art-possible

Conversations Will Happen: It's Time to Talk With, Not At, Customers

One would have to be living under a rock not to know, or even think, that social media has changed the way individuals now communicate. Whether it is expressing a thought in 140 characters or less on Twitter or providing a look into a business, product, service or person on Facebook, social media is truly revolutionizing the way a conversation is had between people, and the following statistics are representative of this:

• There are more than 200,000,000 blogs
• Twenty-five percent of the search results for the world’s Top 20 largest brands link to user-generated content
• YouTube is the second largest search engine in the world
• Thirty-four percent of bloggers post opinions about brands and products (Qualman, 2009)
  

With these numbers in mind, it is advantageous for a company, especially Rust-Oleum Specialty, to pay close attention to blogs and user generated content because blogs are valuable resources for both a company and consumers. This also means that numerous conversations are being had via social media.

It is important to remember that social media is meant to expand a brand’s reach and not reinvent it (Evans, 2009). This includes engaging in conversations with individuals in a variety of mediums. A brand cannot ignore the conversations that are being had about it on any of the social networks currently available. As the old adage states, people will talk. It is now the responsibility of companies to be listening to what people are saying and using social media to allow for conversations to be had and not canned statements being released.

Being cognizant of conversations and speaking to consumers is going to be of central importance in the development of a social media plan for Rust-Oleum Specialty. This means personalizing responses and being responsive. People expect social media sources to not be news sources but people with personalities, even when it comes to businesses (Gordhamer, 2009).

It is critical for Rust-Oleum Specialty’s product managers, developers and others closely related to the product to interact with consumers in the social networks. It is one thing to have a Facebook or Twitter page; it is another to actually use it as a communications tool by responding and conversing with those who friend or follow it. When working with social media, remember that it is designed to be interactive. Within the complete social media plan for the company, guidelines will be provided for formulating responses via social media. These include pointers on tone, information sharing and additional resources.

Social media networks are not the mediums to utilize for corporate speak, which include mission statements and prepared messaging. Other public relations tactics such as a press release, brochure and even Web site can be used for that type of corporate communication. Social media instead focuses on the relationship that is being built with the consumer. And, it is important to remember that this relationship must be built on trust and authenticity. The consumer needs to know with whom they are communicating and that this individual can be trusted. This is something that can be solidified via frequent and truthful communication. This leads to the importance of customer relations and conversations.

According to Pete Blackshaw, executive vice president of digital strategic services at Nielsen, “It [social media] is a catalyst for fresh thinking on how companies can improve customer service in the digital age" (Blass, 2009). Companies need to know that this is a tool that can enhance conversation and customer service. In fact, more than half of all Fortune 100 companies are using social media to communicate with consumers (Blass, 2009). If these successful companies are utilizing social media, then Rust-Oleum Specialty needs to be doing this as well.

It is important to remember that if a company cannot immediately respond, then using technology as a customer service tool may not be the answer. This is something that Rust-Oleum Specialty will need to discuss internally before deciding to have social media and customer service go hand-in-hand.

The bottom line is that conversations will be central to social media. When developing and executing a social media plan, it is key to remember that this is a form a consumer engagement, and consumers want to be spoken with, not at.

References
Qualman, E. (Aug. 11, 2009). Statistics show social media is bigger than you think. Socialnomics Blog. Retrieved December 5, 2009, from http://socialnomics.net/2009/08/11/statistics-show-social-media-is-bigger-than-you-think/http://socialnomics.net/2009/08/11/statistics-show-social-media-is-bigger-than-you-think/

Evans, S. (Feb. 27, 2009). Social media for business: The do’s and don’ts of sharing. Mashable Blog. Retrieved December 6, 2009, from http://mashable.com/2009/02/27/social-media-for-business-2/

Gordhamer, S. (Nov. 11, 2009). How Twitter is changing the face of media. Mashable Blog. Retrieved December 6, 2009, from http://mashable.com/2009/11/11/twitter-media-landscape/

Blass, E. (Nov. 18, 2009). “Social media like Twitter change customer service.” USA Today. Retrieved December 5, 2009, from http://www.usatoday.com/tech/news/2009-11-18-twitterserve18_ST_N.htm

Social Media: It's a Revolution that is Here to Stay

Social media is not a fad; it is a revolution that is here to stay. The impact this medium has had on how businesses and individuals communicate is vast, and it is still growing.



When presenting a case for why a business should utilize social media, look no further than this video that was posted on Socialnomics.com to build your case and support it. Here's the link to this video: http://socialnomics.net/2009/08/11/statistics-show-social-media-is-bigger-than-you-think/

New Innovations; New Possibilities

With the expansion of social networks also comes the expansion of ideas. New mediums mean there are new ways in which we can reach an audience. Some of these include online gaming, consumer-generated content and branded entertainment, just to name a few. As Rust-Oleum Specialty continues to grow and expand into social media, these three areas will play a strong role in consumer engagement and awareness.

Gaming
Games are no longer just for children; they are slowly becoming a critical tactic in building a brand. As Paul Glazowski points out in a blog post, "the brands behind those platforms [social media networks] – stick around for the long term, its entertainment. And in modern terms, that means games. Games, games, and more games” (Glazowski, 2008).

In 2007 alone, it was estimated that 217 million people played online games with that number predicted to grow according to comScore (Riley, 2007). In fact, Zynga, the social gaming developer who develops games on Facebook surpassed the 10 million daily active users mark in May of 2009 (Parr, 2009). This signifies that there is a tremendous opportunity for Rust-Oleum Specialty to capitalize on this.

For example, once the brand develops its Facebook presence, it can include an online gaming component, which can then further expand to its own Web site. These games might include recreating a dream kitchen with the stainless steel paint, or maybe a game that sees how creative one can get by creating a chalk mural or drawing on the brand’s chalkboard paint. This could be followed by a contest to enter your drawing for free paint or a room makeover. These are just a few initial ideas, but they do demonstrate that there is an opportunity for Rust-Oleum Specialty to engage consumers through online gaming. Gaming is engagement, and since it creates an experience for a consumer, they are more willing to participate.

Consumer-Generated Content
Brands are part of our lives, and the goal of this campaign is to make Rust-Oleum Specialty a part of the lives of consumers. With that said, consumer-generated content could provide a strong outlet for the brand.

Consumer-generated content allows the consumer to be a part of the communications process (Jaffe, 2005). It is a different kind of marketing tactic that allows the consumer to truly embrace the brand and participate in it. With consumer-generated content, the consumer is actually a part of the brand. They can tell why they use it and believe in it; essentially, why it is a part of their lives.

Rust-Oleum Specialty would be able to use consumer-generated content in its social media marketing campaign. My initial idea is to have customers write in via a Facebook page, Twitter account, or possibly even a dedicated Web site and tell how Rust-Oleum Specialty made their house a home. The campaign, “Making Our House Our Home,” allows the customer to tell the story, which includes an experience and promotes how the product can be used. To add another customer engagement component to it, those who log onto the site can vote for their favorite story with the winner receiving a grand prize. Maybe it is something they still need for their home or maybe it is cleaning service for a year. The possibilities truly are endless.

Branded Entertainment
Branded entertainment is frequently called product placement. Whereas some individuals do not think product placement may be beneficial, I believe it could be extremely beneficial for Rust-Oleum Specialty as long as it is strategic and does not look like it is an complete endorsement for the product.

I admit, as a public relations professional, I am weary of the “pay-to-play” concept, but I do believe at times it can work. According to PQ Media, branded entertainment was expected to reach a spend of $25.8 billion in 2008 and continue to grow (PQ Media, 2008). This is due in part because it is not a traditional advertising tactic. For Rust-Oleum Specialty, I envision a possible partnership with HGTV, maybe on a show such as Design to Sell where there is a limited budget available to transform a house. By using the products on this type of programming, consumers will be able to see how they are used as well as the end result.

It is interesting to see how many alternatives there are to traditional media, and it is exciting to see how these alternatives can be beneficial to building a client’s brand both online and on the airwaves.



References
Glazowski, P. (2008). Gaming to carry and grow social networks into the future. Mashable Blog. Retrieved November 23, 2009, from http://mashable.com/2008/03/02/social-network-gaming/

Riley, D. (2007). 217 people play games online. Tech Crunch. Retrieved November 23, 2009, from http://www.techcrunch.com/2007/07/10/217-million-people-play-online-games/

Parr, B. (2009). Watch out Nintendo. Social gaming is rapidly on the rise. Mashable Blog. Retrieved November 23, 2009, from http://mashable.com/2009/05/12/zynga-social-gaming


Jaffe, J. (2005). Consumer generated content. iMedia Connection Blog. Retrieved November 23, 2009, from http://www.imediaconnection.com/content/6096.imc

PQ Media (2008). PQ Media Research: Branded Entertainment Market Defies Slowing Economy, Expands 14.7% to $22.3 bil. in 2007. Retrieved November 23, 2009, from http://www.pqmedia.com/about-press-20080212-bemf.html

Tweeting Opportunity

Social media outlets do present many opportunities to companies if they are used properly. One of the mediums that presents the greatest opportunity for Rust-Oleum is Twitter. In future posts, other social mediums will be detailed. First, here is some background on Twitter:

Background and Opportunity
Since going live in August 2006, Twitter has had an explosive impact on the digital and social media worlds. In fact, in 2008 Twitter’s users grew by 900%. Yet, numerous companies and individuals do not understand the full potential of this medium.

Twitter has the potential to be a powerful tool used to disseminate relevant and timely information out to a company’s “followers,” who are a captive audience. As the medium continues to grow, more and more businesses will most likely join Twitter. First and foremost, businesses need to strategize and determine why they are electing to tweet. The reasons for joining Twitter need to align closely with their business goals. Twitter can help to create awareness for an unknown brand, promote a product or educate consumers.

The most compelling argument though for Twitter usage can be the fact that according to Performics and ROI Research, 48% of individuals who saw a brand’s name on Twitter went to a search engine for additional information on that brand. This is compared to 34% for other social networks (Sullivan, 2009). Learn more about this study and its findings here.

This is especially true for Rust-Oleum. Even though the brand is well-known in the home-improvement industry, many individuals do not know of all of the product lines that fall under the brand. For example, there is the Rust-Oleum Specialty product line, which contains products such as chalkboard paint, dry erase paint, paint for stainless steel and appliance paint, among others. View Rust-Oleum Specialty here. For the purpose of this analysis, the focus will be on the Rust-Oleum Specialty line because there is tremendous opportunity for this unique product line to showcase itself via social media outlets.

What Twitter Offers
Twitter affords Rust-Oleum Specialty numerous opportunities to engage its customer base. With a Twitter account, Rust-Oleum Specialty can provide its “followers” with product updates, usage tips, applications and specials. This is critical since these products are so unique, yet so cool. These are products most do-it-yourselfers may not have even thought about, but Twitter allows the brand to build itself and showcase capabilities to an engaged audience.

In addition, the brand can use Twitter as a customer service tool by answering customer questions directly from the site. Plus, with Twitter, the Rust-Oleum social media team or those who monitor social media for the company can also search the site to see what is being said about a particular product. This way the company can proactively reach out to customers and educate them about the product and offer other tips. Essentially, Twitter enhances dialogue between the consumer and the company.

The above are general brand building techniques Rust-Oleum Specialty can use via Twitter. Yet, with Twitter’s introduction of the “Lists” feature, there are even more opportunities. Twitter launched this feature on November 2, 2009. It allows individuals and companies to group together followers or find new ones (Catone, 2009). Rust-Oleum Specialty can use the lists feature to its advantage once it sets up an account. For example, the company can group together users of its various products to communicate with them about product-specific information. The company is also able to search lists to find people. In addition, the list feature also allows individuals to recommend pages to others. This means current Rust-Oleum Specialty followers could recommend the company’s Twitter page to those they know with the same interests.

Another cool tool to emerge this week for Twitter users, the introduction of Listi, which is a Web-based application that informs an individual of when a company name or brand has been mentioned in a tweet from a specific Twitter list (VanGrove, 2009). Think of this as Google Alerts for Twitter. With this feature, Rust-Oleum Specialty can further extend its customer service outreach by receiving hourly updates on what is being said about the brand on the site. Even though Listi is in its early stages, it is definitely an advantage to using Twitter for promoting a brand. Learn more about Listi at http://www.listi.com/.

Twitter provides a pulse of the world with 26 million tweets a day (Cohen, 2009). This also means that it presents a great opportunity for growth. In the next few weeks, Twitter is expected to unveil its “geolocation” feature (Cohen, 2009). This feature will enable users to indicate his or her location when posting a tweet. For example, Rust-Oleum Specialty can use the location feature to inform consumers of where they can purchase products in a specific area.

Twitter presenters numerous opportunities for Rust-Oleum Specialty. Once the company embraces all of its capabilities, it will be able to reach an engaged, targeted audience in a manner in which it never did before. From showcasing product tips, to featuring actual completed projects, Twitter can be a powerful tool for the brand.

Links to the articles mentioned throughout this post are located in the References section


References
Sullivan, L. (2009). Consumers More Willing To Share Brand Info On Social Networks Than Previously Thought. Media Post Publications Blog. Retrieved November 8, 2009, from http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=116866

Catone, J. (2009). HOW TO: Use Twitter Lists. Mashable Blog. Retrieved November 6, 2009, from http://mashable.com/2009/11/02/twitter-lists-guide/

VanGrove, J. (2009). Listi: Google Alerts for Twitter Lists. Mashable Blog. Retrieved November 8, 2009, from http://mashable.com/2009/11/05/listiti/

Cohen, N. (November 8, 2009). Refining the Twitter Explosion. New York Times. Retrieved November 8, 2009, from http://www.nytimes.com/2009/11/09/business/09link.html

Additional Research; Additional Competition

Research is critical to any strong marketing (traditional or social media) strategy. Delving deeper into the Rust-Oleum brand, additional competitors have been identified. The following is a listing of these competitors and their respective social media activity/presence:

Valspar
Valspar Paint Colors has a Twitter account (@ValsparColors). Presently there are 23 followers; however there are no tweets associated with the account. The company does not have a presence on Facebook. Valspar commercials are posted to YouTube.

Krylon
Krylon does have a strong presence on Twitter (@KrylonStain). The account, which provides product information and tips as well as contests, has 767 followers. However, it does not appear that Krylon has a Facebook page, even though there is a fan page for Krylon spray can collectors, which has 116 members. Ironically, a can of Rust-Oleum is in the cover picture. There are a limited amount of Krylon how-to-videos on YouTube.

Quickcrete
Quickcrete, a garage floor coating, does not have a presence on Twitter, Facebook or YouTube.

Minwax
While the brand has neither a Twitter nor Facebook account, there are many how-to-videos posted to YouTube about using the product. In addition, there is a Facebook fan page called “I Love Minwax” with 21 members. This page does not look as if it is operated by corporate.

Kiltz
Kitlz does not have a presence on either Twitter or Facebook, but there are numerous videos on YouTube detailing the product and its application.

As previously stated, there are numerous competitors, but not all of them are utilizing the social media tools available. This presents a tremendous opportunity to reach an engaged and targeted audience. One of which Rust-Oleum can capitalize. The key will be to identify the messaging and information for which this audience is looking.

Home Improvement - A Social Affair?

New home construction and even home improvement were hard hit with the economic downturn of 2008 and 2009. Even though the economy looks to be improving, the Home Improvement Research Institute predicts that spending on home improvement products will decrease by 8.3% from last year (Home Improvement Research Institute, 2009). The Institute also predicts that the home improvement product market will not experience growth until 2010, and that growth will only be 1.2% (Home Improvement Research Institute, 2009). While these numbers may seem bleak, they do signify a strong opportunity for creative marketing tactics in order to reach a target audience.

One company that has a strong-hold in the home improvement/do-it-yourself space is Vernon Hills, Illinois-based Rust-Oleum. In fact, Rust-Oleum is first in brand recognition and market share position in the United States and Canada in the rust-preventative, decorative, specialty and professional segments of the small-project paint category (RPM International Inc. Website, 2009). Founded in 1921, it is evident that Rust-Oleum has a vested interest in the growth and sustainability of this market segment. Its mission is to provide its consumers with the highest quality paint so you get the best results.

Rust-Oleum is committed to providing innovative products to make home improvement projects easier and come out looking great. Some of these products include Zinsser primers, Testors hobby paints, EPOXY Shield garage coatings, Rust-Oleum Universal spray paint, automotive coatings and specialty products such as chalkboard, stainless steel, plastic and appliance paints.

With such a diverse product line, Rust-Oleum has a strong advertising plan in place to showcase all of its brands and their respective attributes. One cannot turn on TLC, HGTV or other home improvement cable stations without seeing a commercial for Rust-Oleum’s decorative paints. These advertisements are creative and show the products’ individual capabilities. Yet, these advertising outlets are interesting because according to Quantcast, Rust-Oleum’s primary target audience is males, ages 35 and older with a household income of between $30,000 and $60,000 (Quantcast, 2009).

In addition to advertising, Rust-Oleum uses sponsorships as another marketing tactic. For example, the company served as a sponsor of the 2009 Home Idea show.

Advertising and sponsorships are not the only marketing tactics Rust-Oleum has undertaken. In addition, the company has begun to enter the social media realm. The company has a presence on Facebook via a “fan page.” Upon logging onto Facebook on November 1, 2009, the page, which has 255 fans, displays product information, how-to videos, discussion boards and news items. Yet, the one thing that could be confusing is the fact that there are three “fan pages” dedicated to Rust-Oleum. How can a consumer differentiate between the three, and how does one know they are on the official Facebook page? This is something that will be explored throughout the course of this class and this project. Rust-Oleum will, in the end, need to take hold of its brand on the site especially since its target demographic aligns perfectly with Facebook’s largest growing segment, those 35 and older (Facebook, 2009).

As for Twitter, Rust-Oleum does not have an active page. There is a listing for the company with only 12 followers, but nothing has been posted to this site. Twitter affords a great opportunity for Rust-Oleum to reach a very targeted demographic with how-to tips and company news. This is one social media outlet that should definitely be explored.

Rust-Oleum’s competitors include Sherwin-Williams, PPG and DuPont Paints and Coatings. Upon reviewing competitor information on Twitter, PPG Industries has a Twitter account with 248 followers. Some of Sherwin-Williams’ local paint stores also have Twitter accounts that highlight specials and tips from that specific location, but the corporate office does not have a page. DuPont is not listed on Twitter.

When looking at Facebook, Sherwin-Williams has a page that is dedicated to its employees as a way to connect and communicate. It does not use this as a means to communicate with consumers or the news media. PPG Industries is the only competitor that has a fan page for its paints on Facebook, and the page currently has 22 fans. DuPont does not have a presence on Facebook.

Sherwin-Williams’ page is a closed page since they are only for employees so links could not be provided. The following is the link to the PPG Industries Facebook fan page: http://www.facebook.com/search/?q=PPG+Industries&init=quick#/pages/Pittsburgh-PA/PPG-Industries/110808087655?ref=search&sid=1206900200.4159729070..1

Based on Rust-Oleum’s current marketing initiatives, competitive analysis and target audience, a compelling need has been demonstrated for a comprehensive and enhanced social media marketing strategy. There are numerous social media opportunities, including using Twitter, expanding its YouTube presence and utilizing SlideShare, that the organization has yet to unearth, but these will soon come to the surface.


References

The Home Improvement Research Institute (2009). “Home Improvement Products Market Forecast Update, August 2009.” Retrieved November 1, 2009, from http://www.hiri.org/inside.asp?id=21#2

RPM International Inc. (2009). RPM Consumer Companies. Retrieved November 1, 2009, from http://www.rpminc.com/consumer.asp

Quantcast (2009). Rust-Oleum Audience Profile. Retrieved November 1, 2009, from http://www.quantcast.com/rustoleum.com

Facebook Statistics. Retrieved November 1, 2009, from www.facebook.com

Gone Phising?

After eight weeks of discussing the various benefits to digital media, we took a look at one of its downfalls - the potential for your personal information to be stolen.

From the telemarketing phone calls to spam e-mails, we are confronted with a variety of unwanted messages. Yet, I hate to say it, we need to pay careful attention to spam messages because they could really be a phishing attack, and if you fall victim your personal information could be stolen from you in the blink of an eye.

Phishing is the fraudulent process of attempting to acquire sensitive information such as usernames, passwords and credit card details by masquerading as a trustworthy entity in an electronic communication. Many phishing attempts are disguised as messages from reputable businesses including financial institutions. Many of today’s phishing attacks include malware (“malicious software”) that can install keystroke loggers on the user’s computer and capture sensitive information such as user IDs and passwords.

Yet, as technology becomes more sophisticated so do a cyber-crook's ability to tap into your personal information. The latest phishing attack struck Twitter just a few weeks ago. This latest attack comes in the form of a direct message and states “rofl this you on here?” and provides a link to a supposed video site. Instead, it captures your personal information. Here is more information about the attack: http://blogs.zdnet.com/feeds/?p=1725

I am sure this latest attack will not be the last. So, I thought it was important to remind everyone of some important phishing safety tips so you don't fall victim:

• Never open an e-mail from a user you do not know


• Do NOT click on any links in an e-mail; instead place your cursor over the link to see the true origination of the Web address


• Phishing e-mails are not typically personalized. Valid messages usually are

Here are some additional tips: http://www.antiphishingscams.com/phishing-prevention.html

The most important thing to remember is to be alert and be aware because phishing attacks can happen to anyone at any time.

Facebook's Got the Look - A New Look That Is

If you logged in to Facebook this morning and then this afternoon, you saw something different because Facebook launched its new home page today.

Based on user feedback, the new home page re-design allows users to select from either a Live Feed or a News Feed. Other changes include the ability to once again receive feeds about your friends being tagged in pictures as well as a feature suggesting friends with whom you haven't connected.

Have you logged in yet? What to do you think of Facebook's new look?

Learn more: http://mashable.com/2009/10/23/facebook-redesign-2/

Is Online Advertising Just a Trend?

There always seems to be a new trend in marketing, and along with new trends, come questions from clients. Recently, a client who works in wealth management asked me about online advertising and if it was right for his company. My answer was that it was not the right fit for the company, and we should put our resources into a client-focused marketing campaign. But his question made me wonder: if this client, who was looking for marketing counsel, wondered about online advertising, is it something that should be considered for all clients? Essentially, is online advertising here to stay?

Much like some social media tools, which have been previously discussed on this blog, online advertising is not for everyone, even though its relevance has been gaining momentum. For example, as pointed out in a New York Times article, 2008 had the largest online ad spend ever with more than $23 billion in sales. This number does not demonstrate a trend, but the inception of a another powerful advertising medium. Yet, in the same New York Times article, it indicates that online advertising spending was down 5.4% in the second quarter versus the same time period last year.

Is this a factor of the economy, or does this lead someone to believe that online advertising is just a trend? The article actually explores this very question with experts voicing their opinions. The experts are all in concert in the fact that the decline in online advertising spending is a result of a poor economy. They also pointed out that there were some online sectors that actually grew. These were interactive ads and digital video. This is exciting to see an advertising sector actually grow in a down economy since marketing tactics are usually the first things eliminated when budgets are slashed. It is exciting to see businesses are tapping into creativity to grow a business in tough economic times.

Upon reading this, I have to say I breathed a sigh of relief. I think online advertising presents a unique opportunity for some businesses to reach a targeted audience in a completely different manner. Too, online advertising affords marketers a different forum for creativity. Plus, ROI can easily be measured by click-throughs to a specific page. It appears that online advertising is a winner if it can meet the goals and objectives of an individual marketing strategy.

Yes, online advertising is here to stay; it is not a trend, but a powerful tool that can help specific businesses meet overall sales and awareness goals. Learn more about this study at:

http://mediadecoder.blogs.nytimes.com/2009/10/05/ad-spending-in-digital-media-declines-again/

It's Their Message, Not Yours

As we transition to a social media culture, it may be difficult for some of our clients and peers to fully understand social media. This is where this presentation can help. It is clever and insightful in displaying why traditional advertising models will not work in a social world.

http://www.slideshare.net/davidcushman/why-traditional-ad-models-will-not-work-in-social-networks-and-what-will

Competition and Collaboration...On the Go

Without a doubt, we are living in a mobile universe. Not only are we constantly on the go and being asked to do more in less time, but we are also experiencing new technologies that seem to be emerging daily. With these emerging technologies also comes increased competition among mobile providers. They want to bring the best and latest technology to consumers first.

Healthy competition is a must in the free marketplace economic environment in which we live, but there can actually be too much competition. When you really start to think about it, how many innovative can we really get? Once new applications are developed, will they be enhanced, or will they simply be duplicated for other providers?

While we may not know the answer to these questions, since we are not in the trenches developing these technologies, what we do know is that instead of increased competition we are now seeing increased collaboration, which allows more providers to compete on an ever grander scale.

One resounding example is the announcement this week that Verizon will be partnering with internet search engine giant Google. Learn more here. This collaboration means that Google’s Android operating system will be available on devices from Verizon. This will allow for quicker Web navigation from a mobile device. A collaboration like this will continue to provide new innovations that consumers can embrace. In fact, this collaboration was a way, many believe, for these two companies to compete with Apple and AT&T.

I do believe new technologies will emerge in this mobile day and age. We will continue to see new applications to help people lose weight, chart personal finances and help make life a bit easier, but with these, I also believe we will see more collaboration among industry giants. This way they will be able to stay ahead in a very competitive environment.

Should You Join the Social Media Bandwagon?

As a public relations professional, I am confronted daily with the latest buzz words, and along with those, come a string of clients who believe they should be doing something because it is the latest and greatest marketing trend.

Now enter social media. It seems like wherever you look, every one and any one is on Facebook, has a MySpace account and is Tweeting. More and more people are jumping on the social media bandwagon, and since it is the latest marketing trend, businesses want to be a part of it. Yet, social media isn't for every business.

Yes, brands such as Starbucks and Coca-Cola have achieved amazing success using Facebook and Twitter to reach audiences, and music superstars like Taylor Swift have gotten discovered via MySpace. But does this necessarily mean it is for everyone? While some can achieve success using Facebook, it seems that those ahead of the pack are consumer-based businesses. People can actually become a fan of a coffee, clothing company or restaurant. Not many individuals are going to become a fan of widgets on Facebook. This is why it is crucial to educate clients on social media and identify what will work and what will not work to further awareness for a brand.

As marketing professionals, we sometimes forget our role as an educator. We are there to educate our colleagues and clients on what they should and should not do to effectively deliver a message. Just because social media is the latest trend, it may not be in the best interest of your client to engage in this type of media. Sometimes tried-and-true traditional media may still prove beneficial to having a specific message reach a targeted audience. For example, a magazine article in a specific trade may give you more reach instead of sending out a Facebook message to the masses.

Too, in your role as an educator, make sure to do your homework. Research the social media tools currently available and see how your client or company can use them to its advantage. It's one thing to say you have a Twitter account, but it is another thing to actually use it and communicate with your audience.

Remember social media is a tactic, and not an overall strategy. Make sure it fits into marketing and communications plans. Want some more tips, check out this posting that demonstrates why social media is not for everyone: http://effectivemarketer.com/2009/07/21/why-social-media-is-not-for-everyone/

Advertising in Fast-Forward

With the growing popularity of DVR use, many marketers have questioned what this would mean for television advertising; especially since a Forrester Research survey indicated that more than 50% of all DVR users said that being able to fast-forward through commercials was their favorite feature. Statistics like these have marketing executives at corporations throughout the country scrambling to find creative ways to still make their products top-of-mind. But, this search for alternatives to traditional advertising may be a bit premature.

I admit, I like to fast-forward through the commercials. In fact, I even get a tad bit annoyed when I am unable to do so when viewing online content. Yet, my need and love of fast-forwarding through commercials may actually help me retain brand attributes of a particular product, which is what advertising is intended to do.

According to a recent study conducted by researchers at Boston College, viewers who fast-forward through commercials actually pay more attention to the commercials and can be influenced by brand images they see even for just a split second.

These researchers actually tracked the eye movements of the viewers to see how they actually watched what was on the screen. They saw that if the prominent image (a logo or specific product) was located on the center of the screen then 95% of those watching it retained the information, even if it was in fast-forward mode.

Too, the researchers found that those who are fast-forwarding are actually paying more attention to what is on the screen. Actually, when you think about it, this makes perfect sense. When I am watching a show on DVR, I am paying attention on when to stop so I can continue viewing. On the other hand, when I am watching regular television, commercial breaks provide me with the opportunity to go into the kitchen for a snack or check e-mails. I am definitely not watching the commercials; therefore, my brand recollection may not be at its strongest.

Marketers and advertising executives should be jumping for joy upon hearing this news. Not only does it show that advertising can still be effective in the wake of DVR use, but it also provides them with a lesson in how to advertise. This research demonstrates the need for heavily branded ads with the branding centrally located.

This is a lesson in how to advertise in a fast-forward digital world.

Learn about this fascinating study here: http://www.atypon-link.com/AMA/doi/pdf/10.1509/jmkg.72.6.31?cookieSet=1

From 8-Track to Zune – How Times Have Changed

Music as we know it is constantly evolving. From teen pop, to Motown, to folk, to grunge, to rap, the music we listen to has changed. And also changing is the way we listen to music.

Do you remember an eight-track, or maybe a walkman? Once considered the latest and greatest inventions in the music industry, these are now obsolete.

Today, we now have iPods, and we no longer just listen to AM radio, or even FM for that matter. Radio stations have gone HD, which allows them to broadcast digitally; thus allowing for more listening options on the radio. If you like country, just one station over from your standard country station is one that plays only classic country. Maybe hip-hop is your cup of tea, then most likely you local urban station has a digital station dedicated to current rap hits. HD radio provides us with more opportunity to customize our radio listening.

And with this transition comes another innovation that I find quite interesting, the Zune. The Zune is Microsoft’s competitor to the iPod Touch. The Zune is different in that it allows the user to listen to HD Radio. But, since the Zune has to compete with the ever-popular iPod Touch, I began to think: “how can it possibly compete?” iPod has been a market stronghold for years, and brand loyalty has developed. In fact, sometimes I think the iPod revolutionized how we listen to music today. Now can the company that brought us Windows and other software innovations take the top spot away from Apple?

Well, leave it to PC Magazine to provide ways the Zune can overpower the iPod Touch. Check out this article at
http://www.pcmag.com/article2/0,2817,2353093,00.asp

So, do you think the Zune can compete?

Do You Have a Voice

Of course you have a voice. The real question here though is: do you choose to use it?

The world is changing all around us, and it seems like it is happening at the speed of light. More and more people have started blogs to capture their own thoughts about the world around them. They use their blog as their own personal journal, providing ideas and perspective on current events and a wide variety of other topics.

Yet one of the most intriguing trends in my opinion is the emergence of citizen journalism. No longer are reporters your only source for in-depth reporting and news.
Citizen journalism allows individuals to play an active role in the process of collecting, reporting, analyzing and disseminating news and information. Citizen journalism in a sense gives a voice back to the people allowing them to tell a story from their own point of view and seek out information that is important to them and the community around them.

In recent years, many blogs run by citizens have become a go-to news source in many communities. It is awesome to see so many people engaged and expressing a truly genuine interest in their community. In addition, it is also amazing to see how many stories that made national headlines actually were broken by citizen journalists. These include the bombings on the London subway in July 2005 and the Hudson River plan crash earlier this year. These stories gripped an entire world because you had the opportunity to see them unfold through the eyes of a peer. It was hard for me to believe how many major news stories were a result of citizen journalism. This link will take you to a complete listing of some of the landmark moments.
http://www.10000words.net/2009/03/landmark-moments-in-citizen-journalism.html

We have a voice, which is a powerful tool, and I commend all those who chose to use it.

Is Everyone Going Digital?

We live in a digital world. No longer do people have home phones. Instead, they have cell phones. Digital cameras are commonplace, and film is a thing of the past. The same sentiment also applies for media, or does it?

On the surface, media is going digital. Analog television signals are a thing of the past as of June 2009, and digital cable is commonplace in many homes across the country. Computers and internet usage is vast and spanning generations with more and more people looking to the Web to get their news, weather and stay connected with friends.

Digital media is tremendous, and its capabilities are great, with more of them yet to be discovered. Yet, I do not believe that digital media can completely replace traditional media. For me, there is something relaxing and comforting grabbing a cup of coffee and my Sunday newspaper. Electronic books are a growing trend, but they do not compare to the turning of a page as you are curled up on your couch getting lost in a great novel.

Embracing change is great, and the world in which we live is definitely changing. I do see digital media playing a significant role in how we communicate, but I do not see it being the end-all, be-all in communication. I believe digital media should compliment and provide options as to how we currently communicate.

Teenagers, who I believe would be the first to move away from traditional media, are actually utilizing it as well as digital media. In a Nielsen Co. study, they found that teenagers are not always on Facebook or texting. Instead, the media that teenagers use most frequently is television, which debunks the thought that they are watching their favorite shows on YouTube or Hulu. The study also found that one in four teens reads a newspaper. You can learn more about this study here http://www.adweek.com/aw/content_display/news/media/e3i4993a5c32cf65e03561339183368ec75

Digital media is the new way in which we communicate, but it is not a replacement to current, proven means of communication. Some are concerned about the safety of communicating via social networking sites, and there are some people who still do not know how to use a computer. Each form a media, traditional and new, has its place in today’s society, and it is up to us to select the source of media that is the best compliment to our lives and needs.

Who is the Digital Media Social Butterfly?

Are you a social butterfly? Or are you a digital and social media butterfly? I like to think I am both. I am a public relations and marketing professional born and raised in Cleveland who has a true passion for all things social, including media. I love to be out-and-about in a great city, but I also love finding new and exciting ways to stay connected, and digital and social media seems to be the best way to accomplish this. This medium provides all of us with the ability to connect with old friends, learn more about our favorite brands, and it also affords us the opportunity to communicate in an entirely different fashion, which is great.

Communication is an consistently evolving process, and digital media is the next step in its evolution.

Throughout my nearly 10-year career in public relations and marketing, I have always been passionate about what is new and innovative in the industry. And right now, there is no hotter trend than social media. Whether it be Twitter, Facebook, YouTube or Kindle, I plan to explore and provide commentary on my thoughts on what is going on in the world of digital media.

I will also bring attention to trends and hot topics in the industry and welcome your insights on the topic as well.

I am looking forward to delving into social and digital media, and on this blog, I plan to flitter in with thoughts and perspectives on the digital media world in which we now live.