Archive for the 'social media' Category

Mar 16 2011

“You RT me and I’ll RT you” & other marketing lessons from Twitter

Update: My guest blog post for the Digital Pharma Blog on Better Meetings Through the Use of Twitter was published today. There are tips on attending meetings and admiring them from afar. Start here and then click over the the DigPharm Blog.

RT”, for readers not engaged in the Twitter world is short hand for re-tweeting, or sending the post of someone else to your followers. It’s a way for you to agree with the original observation and spread the message while giving credit to original author.

This brings the mesage to your followers and introduces them to someone they may wish to follow. It’s an act of support and friendship that creates relationship all around, and serves as a form of currency in the network.

The new marketing haiku, “You RT me and I’ll RT you” came from Bryan Vartabedian, M.D. @Doctor_V who I recently met at the Digital Pharma West conference in San Francisco.

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@Doctor_V - Bryan Vartabedian, M.D. speaking at Digital Pharma West

He was on a panel discussing ways that pharmaceutical companies can reach doctors now that golf junkets are out and drug reps have a hard time getting face time. Bryan gave a more intelligent sounding answer while on stage. But his private conversation RT quote was more profound and representative of the shift that’s going on in marketing. (You can read more profound thoughts on his 33 Charts blog.)

The drug companies can look to Twitter to find some of their marketing answers. They can move to creating a relationship, where there is an exchange with their audience instead of selling.

The traditional one way marketing message doesn’t work well on Twitter. Beverly Macy, the co-author of the upcoming book “The Power of Real-Time Marketing” @PowerRTM likes “the 80/20 rule of Twitter – give 80 percent of the time + ‘get’ or talk about yourself 20 percent of the time”.

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TweetDeck is the new black bag for @Doctor_V

This could mean a paradigm shift from moving product to focusing on helping the patient become healthier. From selling to the doctor to helping them do their job.

We heard great examples at the conference of companies creating patient support communities. Could we see a similar support to doctors that would offer practice management tips, assistance in moving to electronic medical records, or working to connect attendees at dinner meeting talks to expand referral networks?

What would be other examples of RT a customer that would work to reach physicians? What else can we learn about marketing from Twitter?

Don’t forget the Better Meetings Through the Use of Twitter post.

Mark Harmel

harmelphoto.com

@MarkHarmel

8 responses so far

Oct 04 2010

i once again have an iPad – do i need it now?


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You may recall that I had a first day iPad and then gave it up because I really needed a new laptop. Now through the kindness of friends we are now a two-iPad family and I have a new iPad to use once more.

The question is do I really need it now?

My biggest activity has been using it as an e-reader. I use both the iBooks and the Kindle apps for reading and I like them both. My reading is done at home so I could very well read the paper versions, but I’m happy with the experiment.

I reported a downside of the original model that it only accessed the internet through a wifi connection. I thought that the added 3G capability would add greater roving functionality. I have 3G on the new model, but to-date I haven’t activated the service. Much of this has to do with traveling less now.

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iPad highlighting the Mail app that needs a junk mail filter - Apple photo

The big advantage of the device is the long battery life. I’ve recently used it at the USC Body Computing Conference and alternated between using it as a live tweeting platform with my laptop. The iPad frees me from being so concerned about my battery charge, but I have many fewer typos with the laptop and I can more easily find websites and shorten the URL’s with my TBUZZ Safari plug in.

The other browser plug in I often use is Evernote. When I find a great website or blog post I now catalog and archive it in my Evernote application. The iPad has the Evernote app, but it does a better job of retrieving the notes than creating them.

In general the iPad is a media-consuming machine and the laptop is a better creating machine.

There are many great features of the iPad and I recommended it to a friend today who doesn’t own a laptop. I love my Pinball HD game, watching videos in bed and I even used it to make a phone call with Truphone. But it still lacks the junk mail filter to keep Spam out of my Mail program that I hoped would be added in the software update.

I’m happy to have an iPad back in my life, but it remains a luxury more than a needed tool. I may be missing the killer app or need to travel more to appreciate the wonders. It might also replace my handmade printed portfolio one day as well.

Let me know what is working – or not working for you.

Mark Harmel

harmelphoto.com

@MarkHarmel

4 responses so far

Jan 14 2010

text to donate innovation

My interest in social innovation prompted me to notice a new fundraising development being used to help the victims of the Haitian earthquake. Mobile giving has played a huge role in massing many small donations to the relief cause. A promotion by the NFL Playoffs over the weekend produced stunning results. The current total reported now on Thursday morning is over $25 million dollars.

Now I gave money the old fashioned way. An email from the Red Cross arrived yesterday morning and I visited their website to make a donation. I’m sure that plenty of other donations came in through this method as well. I was surprised that this new mobile method sprung up seemingly over night. Wondering about when the cell phone system was established I found a plan that was set up after Hurricane Katrina by the Wireless Foundation in September of 2006. Called Text 2HELP, this system partnered with the American Red Cross.

The current system (via MSNBC) of mobile giving effort was organized by the mGive Foundation, as well as the Mobile Giving Foundation, which are coordinating with wireless carriers. In the Red Cross’ case, phone users can text the word “HAITI” to 90999 to donate $10,” and when prompted, hit “YES” to confirm the donation.

The mGive Foundation tried the system in a Washington Nationals baseball game two years ago to generate funds for the Diabetes Care Complex, but the idea didn’t work well then, and the method only raised $190,000 in 2008 for the Red Cross to help with Hurricane Ike.

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The text to donate system was set-up after Hurricane Katrina

The difference this time has been credited to the endorsements from Secretary of State Clinton and the White House blog.

The text to donate system has been so effective at both generating funds for the rescue as well as mobilizing the community. Supporters donate, then turn around and spread the word to friends in their social networks. This cycle of giving and sharing sets up a system of social proof that will encourage others to do the same. People often want to help in disasters like Haiti and look for a tangible way to assist. The cell phone texting method is a quick and easy way to move their sympathy into action.

It’ll be interesting to see the studies of this system that will come out in the following months. I’m sure that other charitable groups and foundations are looking into the system now. Will, or should this be saved for the big disasters. Would you like to use this for everyday giving as well?

What do you think about this way of giving? Have you seen this method being used before or is this just the first massive use of the method? How would you like to see text to donate be used in the future?

For a collection of groups that are helping in the rescue and other ways to give – a page has been organized at the NPR site. You can go there for news updates and for links to the other relief groups.

Mark Harmel

harmelphoto.com

@MarkHarmel

4 responses so far

Dec 31 2009

be social by adding commentluv to your blog

Writing a blog is about being in conversation with your community instead of standing on a hilltop screaming “look at me”.

One of the best conversations I’ve found so far on the use of social media is appearing at the creativity_unbound blog that is produced by Edward Boches, Chief Creative Officer and Chief Social Media Officer of Mullen. Boches is a leader in exploring how social media can transform marketing and advertising. His blog is worthwhile reading for his views, but also for the conversation he creates.

The conversation is the main attraction there, but he gives the added value of rewarding his contributors by hosting the commentluv plug-in on his blog that adds a link and headline of the contributors latest blog post. Recently when I had something to add about a post on how Pepsi was moving millions of their ad dollars into the social media space, you can see how the little heart symbol indicates a link to my recent blog post. This allows readers that find my comment interesting an easy way to come over to this blog to visit.

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Make your posts attract more comments

I decided that this was a good idea and added commentluv to my blog as well. To explore how the plug-in works add a comment to this post (don’t worry about being profound) and include your blog address.

To learn how to add the plug-in to your site, read on past the Mashable-like headline:

2 WordPress plug-ins to that you need to increase comments on your blog.

If you haven’t discovered Mashable yet, it’s the social media website I go to learn how to deal with the backend of my blog. If you are really interested in the technical end of blogging, this is a place to explore. I personally only want to know enough about the back end to keep the site running, but I’m happy to share what I know.

Go into the administration section of your blog, select plug-ins>addd new and type in commentluv. Hit search plugins. Select install and you’re in business. You will also want to add Akismet or some other spam blocking filter to keep out the junk comments. I also moderate my comments so that I have to approve anything that appears on the site. My rule is anything that adds to the conversation runs.

What other social media sites do you like for either building a community or learning to make your site work? Add a comment and watch commentluv do it’s magic.

Mark Harmel

harmelphoto.com

@MarkHarmel

17 responses so far

Dec 01 2009

how twitter led me to Lemonade

Update: The “Lemonade” movie premiered in Boston last night (Nov. 30th) and reports are coming in. The first is from the Boston Business Journal. The second from the Adrants blog. Edward Boches weighs in on “The sweetness of lemons”. Philip Johnson writes in Adweek about the ad industry rallying around one of their own.

New Hampshire Public Radio’s “Word of Mouth” interviews Erik

The Christian Science Monitor has a feature on how Erik Proulx job loss led him to make Lemonade.

The latest update (12/29/2009) is a segment on the CBS Evening News.


Watch CBS News Videos Online

I confess. I’m a Twitterer. I can blame it on this blog.

Once I started blogging I wondered if I was cultivating a tree that would one day simply fall in the woods without being heard. So I looked for ways to share my pictures and the behind the scenes stories. That prompted me to explore the world social marketing. Which led me to the Please Feed the Animals and the movie “Lemonade”.

The beginning is a bit mysterious. I started by following some writers for Ad Age which somehow led to following the Twitter stream of Erik Proulx. He’s a laid-off  advertising copywriter that created a support blog for the recently unemployed advertising professionals called Please Feed the Animals.

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Detail of make-up brushes (still from the video)

Erik’s Twitter stream mentioned that he was looking for good stories about life after being laid-off. He was collecting recollections about the initial trauma and the opportunities that were created by their new time and freedom. How ad people turned lemons into lemonade would become his documentary film.

When I discovered that Erik was filming in Los Angeles, I tweeted back, asking if I could help. My original thought was that I would shoot some stills that could be used to promote the film. But I had acquired a Canon 5D MKII camera – a hybrid still/high definition video camera and have been playing with the video capability. So shooting some video was also a possibility.

Kurtis how twitter led me to Lemonade

Kurtis Glade became a documentary filmmaker (still from the video)

Erik had progressed from shooting with his own little video camera to enlisting a top director and production team. But there were some scenes that needed to be shot before the production crew arrived in Los Angeles. I was enlisted to shoot a story was about a surfing camp that teaches kids and teens with Cystic Fibrosis how to surf as a form of therapy. Next there was a manicure session in a salon with a writer “that lost his job and changed his gender.”

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David Cohen lost his job and changed his gender

I was on my own shooting the surf camp and did a 50/50mix of stills and video. When director, Marc Colucci arrived, he wanted more video than stills for the manicure session with David Cohen.

The video shooting continued the next day where I ended up shooting second video camera during the more formal studio interview shoot. My role was to look for details and go for second angle close-ups of hands and faces that could be used to add variety and editing options. These video snips were mixed in with the interviews captured with a Red camera.

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Jeanne Schad became a coach (still from the video)

The resulting Lemonade film has generated a great deal of internet buzz. Promoted through Twitter and Facebook, the trailer now has over a 100,000 viewers and the final edit is close to completion.

You can follow the Twitter streams of the people mentioned by using their Twitter ID.

Erik Proulx  @eproulx,  David Cohen @identityTBD, Kurtis Glade @kurtisglade, Jeanne Schad @jeanneschad

There is much more to share about the Cystic Fibrosis surf camp that I’ll save for another post.

Mark Harmel

harmelphoto.com
@MarkHarmel

7 responses so far

Nov 18 2009

drive fast – stay healthy with type 1 diabetes

Update: AFS Racing/Andretti Autosport Signs Charlie Kimball to 2010 Firestone Indy Lights Lineup. This was the strongest team in the series in 2009 and should lead to a good 2010 for Charlie.

Parade Magazine talks about Charlie Kimball racing with diabetes and our shared “Charlie’s Angels”.

I’m excited to have my own driver racing at Indianapolis this weekend. Now Charlie Kimball wasn’t always my driver. He was a recent discovery – or more precisely he discovered my wife to become his diabetes doctor. The Camarillo resident was over in Europe racing in the Formula 3 Euro Series when he was hospitalized after becoming ill in England. He had developed Type 1 diabetes and consulted with my wife, Dr. Anne Peters. She has worked with other top athletes with diabetes including Olympic swimmer Gary Hall, Jr.

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Intense focus before his qualifying run at the Long Beach Grand Prix

She worked with him first on managing his diabetes to stay healthy and then progressed to helping him manage his blood sugar while driving. In addition to gauges that monitor his car’s performance you can see his continuous glucose monitor mounted on his steering wheel. The condition that once threatened to end his racing career has now helped him to land major sponsors as he returns to racing in the Indy Lights Series. He even has a new green Levemir paint scheme on his #35 car.

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In the middle of his steering wheel is a Dexcom Continuous Glucose Monitor

The second race of their season was on the streets of Long Beach and I was able to tag-a-long with his “race doctor” and visit with him back in the racing trailer and be in the pits as he prepared for his qualifying runs and the race. Sitting with his friends and family in the stands it was thrilling to watch him come down the long straightaway and picking off car after car in the 1st turn passing zone. It was very different than my normal NASCAR fan behavior of rooting for a good race, unlike the die-hard fans of Jr. Nation that cheer for Dale Earnhardt Jr.

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Getting ready for the race

This Friday (May 22nd) Charlie will race at Indianapolis –  the most important track in America. As he quotes in his blog, “I have been to ‘big’ races all over the world- Monaco Grand Prix, Macau Grand Prix, Long Beach Grand Prix, a Moto GP race. I have even been to qualifying at the 500 before, but being a part of the whole ‘Month of May’ is a totally different experience.”

To learn more about Charlie you can read his blog and follow him on Twitter.

Charlie also has been the talk of the healthcare blog and Twittersphere after he sent out the first branded tweet under his @racewithinsulin moniker. There was a bit of an uproar at first that has died down to an official review of FDA guidelines on how pharmaceutical companies and medical device manufacturers can use social media.

Mark Harmel

harmelphoto.com

@MarkHarmel

 drive fast   stay healthy with type 1 diabetes

4 responses so far

Oct 09 2009

breathe. surf. repeat. the cystic fibrosis surf camp experience

The amazingly rich story of Kurtis Glade and his family landing in my lap with a few quick Twitter and email messages from Erik Proulx, ”Any chance you can be in Santa Monica at Sunrise tomorrow? Kurtis Glade (our subject) is going to be there with the film DP to get some great light. Weather calls for Fog, so that could be stunning as well.” (See previous post on how Twitter led me to Lemonade.)

The moody morning light was the perfect palette to paint the story of Kurtis Glade. After a long run as a leading advertising copywriter and creative director, Kurtis was laid-off from his big-agency job. The changing ad-world and slowing economy left him searching for other outlets for his creativity.

The short preparation allowed me to exercise my skills at finding a story instead of illustrating one that that others have shaped already. The “June Gloom” fog set the scene of quiet contemplation that was the perfect opening.

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Kurtis Glade faces the hope and the challenges of a new dawn

In the Pacific Ocean off the coast of Santa Monica there is also hope for his youngest daughter Malin and others with cystic fibrosis. Medical researchers have established that surfing is a natural therapy. The saline in the air and water acts as a lubricant to help to break down the congestion in the lungs of people with CF.

Kurtis decided to use his story-telling skills and extra time to make a movie about the Surf Experience Days sponsored by the Mauli Ola Foundation. He explains, “I can’t invent drug to cure cystic fibrosis, but I can make a movie.”

He’s made a PSA for the foundation that gives you a pretty good flavor for the film he plans to produce. He is currently looking for help in obtaining funding for the ongoing project.

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The joy of Malin Glade learning how to surf

Many of you may recognized Kurtis from the opening shot in the trailer of the Lemonade movie. The quick email message from Erik Proulx was my background brief on the project outside of a few messages about the possibility of shooting both stills and video for his movie.

I knew that Kurtis had multiple cameras working on the surfing angle of the day’s event and that allowed me to concentrate on the story of Kurtis and his family. I felt that I could also go for the high art shots. Whatever I captured wold be woven into the tapestry of the larger movie and intercut with Kurtis’ interview.

When this was shot, I still thought of myself as a still guy that happened to own this new camera that has this odd button that activated a video capture. But I had studied cinematography with renowned DP, Allen Daviau and at UCLA and learned that the most important skills were always composition, use of light and knowing how to tell a story. I played with the camera’s unique shallow depth of field look that you can see in the opening scene of the video below.

A wider selection of the stills from the day tells the fuller story about both the joy and the challenges that Kurtis and his family face. We see older daughter Ellie (who is CF free) enjoy surfing for the simple pleasure of riding the waves. While her mother, Britta one moment serves as cheerleader and then as comforter and pill dispenser to the chilled Malin .

Mauli Ola surf camp for people with cystic fibrosis slideshow from Mark Harmel on Vimeo.

I’m honored that my work will be featured in the Please Feed the Animals documentary Lemonade as well as supporting the Mauli Ola Foundation. I hope it plays a part in  inspiring ad people to either find a life back in advertising, or succeed in new ventures – like documentary filmaking. And may many people with CF learn to surf and breathe a good and long life.

Many thanks to editor Connor McDonald at Beast/SF, (with color adjustments by John Jenkins-Stark), for their work on the video segment.

Erik Proulx @eproulx, , Kurtis Glade @kurtisglade, Connor McDonald @connortmcdonald

Mark Harmel

harmelphoto.com

@MarkHarmel

3 responses so far

Aug 08 2009

two mentions today

The first comes from Planet 5D a wonderful blog site that is a great place to track the development of shooting video with the Canon 5D MKII. There is a quick run down of how I volunteered to help Erik Proulx and his Please Feed the Animals team work on the “Lenonade” film and ended up contributing video instead of stills to the production.

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David Cohen lost his job and changed his identity (still from 5D MKII video)

I’ll add more details about the project and how my new Twitter habit led me to the production.

The second Twitter connection led to a mentions in edwardboche’sposterous blog. Edward is the chief creative officer and chief social media officer at Mullen and a Twitter connection. We traded some posts in advance of his recent Crowdsourcing program for the Ad Club in Boston, and he was kind enough to express the refreshing feeling that was created by my bathtub photo from a recent Flat Creak Ranch series. (I was the poster boy photographer in Jeff Howe’s original Wire Magazine Crowdsourcing feature.)

Edward also writes about his connection to the “Lenonade” movie.

Mark Harmel

harmelphoto.com

No responses yet