My Starbucks Idea...Better Promotion!

Like it our not, social media  is here. Corporatation are now entering the world of social media. The corporate world, full of boundaries and rules, is entering a hemisphere where there are no boundaries. Starbucks uses more "traditional" social media outlets such as Facebook and Twitter, but have added an innovated new social media platform called My Starbucks Idea.

This site encourages users to submit their ideas for Starbucks under the subheading product, experience and involvement. You can see the  ideas that others have already posted under the view ideas section.

There is also a voting system in place, where you can give ideas a "thumbs up" or a "thumbs down". This encourages user interaction and prompts the visitor to check back frequently. You can also see Ideas in Action, which shows that Starbucks is using ideas posted on the site. 

Great idea, right? Free information and ideas for Starbucks, using customer feedback. Customers and Starbucks get what they want. 

Except no one I spoke to in my class had any idea about the program. As a regular Starbucks visitor, I have never seen any in-store promotion of "My Starbucks Idea". One of my classmates who is employed at Starbucks also had never heard of the program.Quite distressing considering my Humber PR class is social media savvy, with all of us having personal blogs and using Twitter on a regular, if not daily basis.

This shows that while Starbucks is using social media, they are not using social media platforms to promote the "My Starbucks Idea" concept. They are also alienating those who are not social media savvy from participating in this program. This idea news in-store promotion and a greater reach if it hopes to succeed. 

For instance check out this promo video posted on youtube that takes boredom to the next level...

This is just one small part of a wider commentary on My Starbucks Idea...my colleagues Jeff, Anna, Zofia, Sarah and Auravelia have different perspective to share, so browe their blogs, offer comments and opinions and let see if we can't beat Starbucks in our use of social media!

My Personal Brand

It turns out I will blog after all...

Now that I have embraced social media, I present:

My Personal Brand - Enthusiastic Anthropologist of Social Media.

Please take a look! I welcome comments and feedback.

Brandplan

View more presentations from Rachael Collier.

Calling All Social Media Phobics!

My growing online presence

It started with an old-fashioned email from a friend...

"The Blogger user stevensonberg has invited you to contribute to the blog: bigups/smalldowns."

Blogger? No way, I'm not a blogger, never have been, never will be. I always viewed blogging as narcissistic and unimportant. A way for people to promote their ideas in an innane and irrelevant manner.

I was so, so wrong... and so began my immersion in social media. My basic unit of currency, "my story", needed some work. I needed to get more connected.

I was already on Facebook (like the rest of the world).  I agreed to collaborate on bigups/smalldowns, but didn't post anything for months. I felt I didn't have the courage to take the next step. 

Then came Michael Cayley's class on Social Digital Media. It was time to get serious.

Being a beginner , I started with a blogger account. Though SMOJOE calls blogger "the Fisher Price blog platform", I found it a less daunting place to start - and the centre of my story funnel. I decided to call it "Rachael May Blog", a play on my first and middle name while also awknowledging my apprehension to blogging.It's been mostly school-related posts so far, but as I get more ideas I hope to build on this. My review of Alice in Wonderland was a more personal project (and for those of you who haven't seen it, check out my post here). 

At this point, I've got the basics down. I can tag, embed:

    

and can add photos.

So now I can create a blog - but I needed to get connected through a more professional network. It was time to get...

LinkedIn is a social networking site aimed the business professional.  I've connected with former employers, collegues, and classmates through this website. So now that I'm LinkedIn... 

I'm tweeting as well. Trying to network and make connections is an essential part of P.R. 2.0., and social media is essential. Feeling like my online presence was scattered, a friend (the lovely Laura Teed) sent me an invitation to Flavors me, which:

"allows anyone
to create an elegant website using personal content from around the internet

Ideal for personal homepages, lifestreaming, splash and microsites, celebrity fan pages, commercial promotion, brand marketing – and everything in between."

Here's how it works:

Flavors.me from Jack Zerby on Vimeo.
  
Phew! Now you can find me all in one place at http://flavors.me/rachaelcollier

Now that my story has a more cohesive narrative on Flavors me, I am working on developing my brand. Personal Brand Camp 2 - hosted by Michael Cayley and featuring guest speaker Joseph Thornley, was a fun, informative, and interactive experience that helped to clarify the idea of personal brand. This brief video really conveys the energy of the event:

Find more videos like this on HumberPR

I have learned that my story is evolving - just like people, it will grow and change, but the core of who I am will remain. I refuse to pigeon hole myself into saying I am one thing - because no one is one idea. I will focus on being who I am, and my brand is emerging from this. I am a student. I am a music lover. I'm a foodie, an enthusiastic social media newbie, and I'm ready to work hard for positive change in this world. Please follow my emerging story through any of my social media platforms, and feel free to make comments and suggestions - feedback can only help me further analyse myself and grow. Till next time...

Follow the White Rabbit...To a Theatre Near You

I have a confession to make. I may have an unhealthy obsession with director Tim Burton. His creative aesthetic appeals to me and his ability to create mood in his art and movies is genius. His film The Nightmare Before Christmas is a classic and a personal favourite. Over the Christmas holidays I went to the Museum of Modern Art in New York to see the new Tim Burton exhibit which only fueled my interest. But a new Burton obsession is on the horizon…

Tim Burton's

Alice in
Wonderland

3D

I first saw the trailer while watching Avatar in 3D and created a child on Christmas morning situation. Tim Burton's last animated feature The Corpse Bride was disappointing and Alice is seeking to bring Burton's career back to its glory days. Releasing Alice in 3D is adding to the hype surrounding its upcoming release.

In this adaptation of Lewis Carroll's Alice, a teenage Alice returns to the land she visited in childhood to see her old friends including the Mad Hatter, the Cheshire Cat, and the grotesque twins Twiddle Dee and Twiddle Dum. Once back in Wonderland she finds her destiny is to end the Red Queen's regime. The Red Queen is played by Helena Bonham Carter, a perennial actor in Burton's films. She is also Burton's partner and mother of their two children.

In true Tim Burton fashion the cast is lead by Johnny Depp as the Mad Hatter, Burton's muse and frequent sexiest man alive cover boy. Depp has starred in many Burton films, most memorably Edward Scissorhands.

Danny Elfman, who has scored every major Burton production, enchants Alice with his signature musical score. Elfman's music is familiar to most people - he created the distinctive theme music for The Simpsons, Desperate Housewives, and hundreds of movies. You can see a complete list of his Burton collaborations and other credentials here.

The final element is Tim Burton's trademark vision. With Alice in Wonderland he has created what promises to be a lush Gothic masterpiece.

I will let the trailer speak for its self...




I get goosebumps just from the trailer and I have high expectations for this movie! I will update this post with a full review after the movie's release on March 5, 2010. Until then...follow the white rabbit...

TTC - The Better Way?

Remember when people were enthusiastic about taking the TTC? Those were the days...



With the recent fare hike, the TTC has been especially hot topic lately. The issue became highlighted for me when I decided to study PR. I looked into different schools, but every knowledgable person I spoke to told me that Humber College has the best program. But I realized my return to school had one major drawback... I was going to have to take the bus to school.

I had avoided the bus at all costs since I moved to Toronto 8 years ago. I've paid exhorbtant rents to live downtown on the subway line, I quit a job in the east end, and spent far too much money on taxi's. It's not that I'm a snob, I just think it's an enormous waste of my time to add an extra half hour to my commute for what is normally a 5 minute bus ride because the TTC can be unreliable.

I know there are many other people who have the same feelings about public transit in Toronto. I take the TTC to school because I have no other option, and I believe that most people take it for the same reason. You can feel the tension when the subway stops for 10 minutes with no explaination, and the recent fare hike has only made people angrier.

and then, on January 9th, the following photo taken by Jason Wieler with his iPhone went viral...



It was taken at 9:30 pm at McCowan station. Wieler said he watched the ticket operator for five minutes and he didn't move. He posted the picture on TwitPic, Twitter's photo sharing application.

How could the TTC union possibly turn this into anything but a total embarrassment? They have launched an investigation into the case, and the worker could face discipline. Despite the inquiry, the president of the TTC worker's union Bob Kinnear defended the sleeping ticket collector. He said it was "disturbing" that Wieler took the photo rather than checking to see if the collector was ok.

I don't mean to hate-on the TTC entirely though. I generally love the speed that I can get around the city via the subway, and I recognize that working with the public every day is a difficult job. And who could really stay awake if they were faced with this as a daily routine:



The sleeping worker George Robitaille blames health issues and "holds his head high" after 30 years of service. I don't believe that the real issue here is that he was sleeping on the job - how many of us has ever gotten a free ride because the booth was unattended or the driver waived us through? Many including myself have, and they were not sources of complaint. The real issue is the lack of service within the TTC, from train delays and overcrowding, to customer service. The TTC is now forming a blue-ribbon panel to seek advice from the private sector to win the hearts of its customers back. With rider complaints at a record high, it will take some serious relationship management to show the TTC in a favourable light. Damage to a companies image can be done so quickly through social media that PR professionals need to be just as quick and connected to protect it. For further insights
on this Toronto Star's Joe Fiorito has written an article aptly titled "It's easy, isn't it, to point, click and cry 'gotcha'" that is worth a read.

After all, we have all had moments when an inopportune picture or video could have compromised our image. For now we can untag or remove those embarrassing pictures that people post of us on Facebook, but hopefully in the near future all the hard work us Humber PR students are doing will result in some more than decent jobs. We will want to keep those pictures out of sight from our employers, and ideally we won't be doing anything scandellous in the first place. But if a picture of us goes viral, there is little we can do to stop it which raises huge privacy concerns. I'm going to emphasize a young, fun, and professional attitude in my personal brand, and hopefully I never have to hear anyone yell "gotcha".

Updates...

TTC is extending the use of old tickets...is this a PR move or is this just a "token" gesture? I mean who really stockpiled temporary tickets? Check out the article here.

You can also take a look at the TTC's customer service memo.

Lastly, you can look at George Robitaille's apology here...

Now that TTC chair Adam Giambrone is running for Mayor rival Smotherman calls on him to resign.

*NEW* TTC work-to-rule pitch fizzles

Get LinkedIn or Get Left Out

It’s the social networking site that everyone is talking about...

It can be found in over 200 countries and territories worldwide...

You can use it to connect with friends, fellow students, and colleagues...

Anyone can join...

It’s Facebook... in a suit.

It’s Linkedin!

With over 55 million users as of December 17, 2009, LinkedIn is THE social networking site for the business professional, and those who aspire to be. While it is possible to use social apps such as Facebook for business networking, LinkedIn is primarily used for this purpose . Membership is growing quickly and it can now be found in English, French, German, and Spanish. Basic membership is free, so there's no reason all of us student's can get involved and start networking! But what exactly IS LinkedIn? This short video explains it clearly...

But how is it different from other social apps?

The thing that really made this social app stand out is that executives from all Fortune 500 companies are members. Ignorance of LinkedIn is not only a detrement because of the missed networking opportunity but it will make you look unsavvy to anyone who asks. In a business like public relations, it would be especially foolish to miss out. Public relations is all about connections and relationship management, and LinkedIn is an effective, timely, and essential tool for the new business climate that PR is facing. As students we need to use this tool as part of our currency in the workplace is our technology and social media savvy. It is a gamechanger, and we need to be a part of it.

A quick example: within minutes of creating an account, I had connected with classmates and my former manager at the not for profit organization I worked for several years ago. She messaged me and said she will keep an eye open for internship opportunities as she is very connected within that sector. It took little effort on my part to bring potential significant results.

Aside from connecting with others, you can also join groups. There is an astounding variety, from your university alumni grop to an official white house group for people who work within the white house.

The other major feature of Linkedin is the job search engine. It is has a clear, attractive lay out and is user friendly. Take a look at the LinkedIn job network for more information.

And onto the big players...

The company’s business profile packs some serious might. Unlike some social apps, it is not run out of some wunderkind’s basement. Linkedin was founded and launched in 2003 by Reid Hoffman, who is now vice-president of PayPal but still overseas operations and is the currently chairman of the board. He handed the CEO position over to previous Yahoo! executive Jeff Weiner in 2008. Linked in has 480 employees total. Since the company turned a profit in 2006, revenue has skyrocketed. With the help of such high profile investors such as Greylock Partners and Goldman Sachs, the company is now valued at about 1 billion.

There are two main ways that this revenue is generated. One is through advertising, offering smaller companies the opportunity for direct advertising and advertising solutions for those with a bigger ($25,000+) budgets. They do well in this because they have access to a very desirable market - the business professional. Most of their users are relatively young and internet savvy with disposable income to spare.

They also have different account types. The basic personal account is free, but business accounts range from $250- $5000 per year. You can learn more about the different levels of membership and costs here.

Now To Connect The Dots...

LinkedIn also integrates neatly into many other apps that we are familiar with. You can follow LinkedIn on on twitter at http://twitter.com/linkedin. Don't forget to also link your own LinkedIn profile to your twitter account. They also have a free iPhone application. It offers a new search interface and an attractive layout. You could use this app before a meeting to find a summary of the person or company you are about to meet within minutes. You can find out more about the app here. It's also worth looking at the LinkedIn Blog as it contains many useful PR-related articles, such as Tips on Personal Branding.

And of course, they have a facebook page. So let's get connected! You should also check out my 1C partner Maram's blog for her insights into the usefulness of LinkedIn.

So what are you waiting for? Go get yourself a LinkedIn profile - and don't forget to add me to your network!

Tag! You're It!

Congratulations! You've been tagged...now what?


Most of us are already familiar with tags from the Facebook application where we tag our friends in photos (you know, those photos you had to untag when you cleaned up your profile to be more "professional" for your Humber PR course). My social digital media group has focused on how to use tags, and why they are important in network learning. Our focus in this assignment was to keep the type of tags we looked at specific to blogs.

First let's clarify what exact a tag is. A tag is a keyword or term that is assigned to a piece of information, for example, a blog post. Tags allow posts to be found easily through searching or browsing. They can used to link to other related posts as well. My group searched diligently to find the best how to article on tagging blogs for this project and found the following link to be the most useful here.

We like the simplicity in this how to and its direct application to the ning network used by our Humber PR program as most of the other links we found were specific to either wordpress or a particular blog site such as blogspot.com. We debated about the merits of using a more sophisticated link that emphasized the importance of network learning, but felt it was best for people to understand how to use tags in their blog technically before exploring the wider social networking implications. On the first day of class there were many overwhelmed faces, and we though keeping our link basic would help to weed out confusion so people can first really understand "how to" and then move on the the "why".

Moving on to the "why"...

Some of the best advice that we came across was to think of tags as "as the colorful little page markers you might use to flick back to your favourite pages in a book." The more relevant tags that you have in your post, the easier it will be for people to find and link to your posts. This creates a wider exposure for your blog posts. The likelihood of your blog coming up as a search result will also increase. As anyone who has ever used a Google search engine knows, this leads to more exposure. Another important tip is not to be afraid to use tags over and over. If you are interested in a more in depth discussion of using tags in your blog effectively the following link by Michael Martin is helpful: http://tinyurl.com/2e84e5

Some of us are more visual learners. Here's a great little video that lays out a tag so clearly even the most technological inept can follow it:





If you want to go even further, you can check out the blogs of my other group members Katy and Jaymes who have their own insights into tags. For how to's on a variety of mind-expanding social networking topics a wealth of information can be found in our class how to website. As a result of this assignment I have become more comfortable with blogging and tagging. Im on my way to overcoming my fears of social media and hopefully will soon be a skilled navigator and creator- so look out!