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

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.

DavidBrush9 how twitter led me to Lemonade

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

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