Does Tiger Woods need a brand refresh?

Unless you’ve been living under a rock the last few days, you know all about Tiger Woods’ entanglement with the Florida State Patrol. While the jury’s still out on what really happened early that morning (we may never know), the situation brought up a bigger issue for me: Does Tiger need a brand refresh?

It sounds crazy, I know. Especially coming from a long-time, big-time fan. I mean, I’ve been a Tiger fan going all the way back to his three U.S. Amateur wins. Only golf geeks (like me) knew him then. We’ve watched him grow, mature and dominate. And, we watched his fan-dom, and legend, grow with each tournament he’s won.

But even before this latest incident I’ve been thinking a lot about Tiger’s “brand”, how it has evolved and what it has come to represent.

Adam Kmiec made an interesting point the other day as we debated the merits of Tiger’s approach around his recent situation: “Do you really see Nike dropping him for releasing a “cold” online statement? Not a chance. His brand is fine.”

Adam was referring to my statement that Tiger could stand to “warm up” his image a little issuing fewer online statements.

Adam makes a good point. Nike’s not dropping Tiger Woods. But, that doesn’t mean the most famous sports star on the planet couldn’t use a little shakeup in the brand department.

For most, Tiger’s brand represents one thing, and one thing only: winning. The guy’s drive, passion and determination are unparralled. We haven’t seen anything like him since Michael Jordan. For most, “buying Tiger” means you’re a winner. You’re successful. You’re a champ.

But, what happens if, or when, Woods stops winning. Then what? Stew on that one for a moment.

There’s also the matter of his on-the-course behavior. Don’t think for a second people are overlooking that. Parents with small children (like me) watch him throw clubs, shout obsceneties and hiss at cameramen during the course of his rounds. And we turn to our children and say, “Never, ever, ever do that on a golf course. You don’t want to be like Tiger Woods if it means acting like that. I don’t care how many tournaments you win.”

What do you think that’s doing for his brand? I can tell you, it’s definitely not “enhancing” it.

Finally, there’s his fierce commitment to protecting his privacy. One thing Tiger’s recent situation has brought to light for many is how insanely private he really is. Think about it. What do we really know about Tiger? Sure, most know he was on Letterman at age 3, endorses Nike and a host of other brands, and is without question the best golfer on the planet. But, what do you know about Tiger the person? Not much, I’m guessing. That’s not surprising. He doesn’t let a lot of people in.

Given all this, I’ll ask again: Does Tiger Woods need a brand refresh?

If I were advising Mr. Woods, I’d give him the following counsel:

* Clean it up on the course. We get it. You’re competitive. We know you want to win more than you want your first-born to complete his college education, but for God’s sake clean it up. No more swearing. No more club throwing. No more staring down cameramen. Pattern your behavior after the greats–Palmer, Jones, Watson. More than anything, golf is about respect. You have a whole slew of young Tiger fans–and young golfers–coming up now. Fans who will someday soon have disposable income to spend on the products and services you endorse. Win them over by acting like a gentleman on the course–not a horse’s behind.

* Break down the walls. For me, the most memorable Tiger moments are when he’s showed true emotion. The victory at the British after his Dad died (he cried in Steve’s arms), the elation he showed at the U.S. Open last year after making birdie on the 18th to tie Rocco Mediate for the lead, and the reaction after maybe the best shot of his career at Augusta a few years back with the chip-in on 16. These are all unforgettable moments. And yeah, his golf skill had a lot to do with it. But, his emotion played into “the moment”, too. People want to be fans of stars and athletes they can relate to. You need look no further than Taylor Swift to know that’s true. I’d advise Tiger to open up, talk about his life, his interests, what drives him, what excites him. By opening up and letting his fans in–even just a little bit–you’d start to see a whole new Tiger brand emerge. Just ask Stewart Cink (1.1 million followers and counting) what kind of reaction he’s got to letting fans in a little closer.

* Get back to being a person. As the winner of 14 majors and 71 PGA Tour events, sometimes Tiger can come off as more robot than human. Just ask his fellow PGA Tour players. They often say that exact thing about Mr. Greatest-Of-All-Time. Now, some of that is just Tiger’s personality, but some of it is his desire to be exceedingly intimidating on the course. I’m not saying he changes that–it’s what makes him nearly invincable on the course. I’m talking about his off-the-course persona. Why not take advantage of opportunities to interact with your fans? He has some opportunities. What about a “Beat Tiger” tour with EA Sports and TW 2010? I’m not talking about the virtual event they hosted earlier this year. I’m talking about a live event with Mr. Woods in person. I mean, who wouldn’t want to go toe-to-toe with Eldrick with the chance–just the chance–you could beat him in that game and proclaim to your grandchildren that you “beat Tiger Woods in golf.” Or, why not play up his involvement in the First Tee Foundation more. It’s a tremendous organization and one that does wonderful things for younger golfers. I might encourage him to take on more First Tee public appearances as a chance to interact and teach–first-hand–the next round of golfers in our country.

Let’s get one thing straight. I’m still a huge Tiger fan. But, I’m concerned about him. Mostly because he’s such a big influencer and ambassador for the game of golf around the world–and to millions of kids (including mine). That kind of role and power comes with a pretty big responsibility. And I think it means he has to rethink the way he behaves and positions himself on the course and in the marketplace.

What do you think? Am I crazy? Way off-base? I’d love to debate this one.

Careful what you share, it just may start a conversation.

Earlier this week, I walked into a Caribou Coffee near my home and noticed a gentleman sitting at his table with a full-on iMac laptop. My jaw dropped. I almost laughed out loud. And, I immediately felt the urge to tell the world. So, I did. On Twitter.

It was a throwaway post. Something I just wanted to get off my chest. I just had to tell someone. So, I told everyone.

The response was instantaneous. And furious.

At least 10 replies within five minutes asking me, no BEGGING me, to get a photo of this crazy, or brilliant, man (depending on who you ask).

The lesson? You never know what’s going to interest your community or spark a conversation. That particular conversation continued for about an hour. This, all because a guy walked into a Caribou with a suitcase and plunked down a 17-inch iMac monitor on the coffee table.

For brands, the lesson also has merit. As you consider how you engage on Twitter, Facebook or a host of other social networks, sometimes you don’t have to over-think things. I think there are a few key learnings here:

* Experiment. Social media allows you to try a whole slew of approaches–all for little to no cost. Ask questions. Poll your community. Share industry research data. You never know who might be interested.

* Share the B-roll. Remember those ads that didn’t make the new campaign? Why not share them on Twitter or Facebook with a “left on the cutting room floor” disclaimer? If you’ve worked in a creative industry, you know the most creative idea is rarely the one that’s actually executed. And, wouldn’t your fans/community be interested in seeing those ideas?

* Brainstorm with your community. Think I’m crazy? Ask Best Buy. They crowdsourced for their manager of emerging media opportunity earlier this year, with great success. You might be surprised what your community offers up.

* Back to basics. What you might consider extremely basic and garden-variety, your customers may find truly interesting. Who knows why. You may be too close to it within the four walls of your organization. Or, maybe you’ve seen the information in four different spots already online. The point it, you might be surprised what your community finds intriguing. So, give the basics a try once in a while.

Has the situation I mentioned at the outset ever happened to you? If so, would you care to share?

PR Rock Stars: A conversation with Lauren Fernandez

I first met Lauren Fernandez earlier this year in January. Lauren was a new blogger, just finding her voice. We had a lot in common. A love of sports. A passion for PR and social media. And a similar approach to our interactions online. It probably comes as no surprise then that we became fast friends.

Over the next several months, Lauren began to find her groove. She took risks. Tried a few new things here and there. And her community grew. Today, she’s the ringleader of one of the more engaged communities (especially among those PR pros under 30) online today. All in just under a year.

So, I was very curious to hear her thoughts on how this community grew, her new gig and her Packer heritage (as much as it kills me). Let’s meet PR Rock Star, Lauren Fernandez…

First, you have a new gig! Tell us about the new adventure and why you chose to take a different direction in your career. What was your thought process?

I do! I am now an Account Executive at Moroch I PR – part of Moroch Partners. Being 24 years old, I have tried many different avenues, including agency, corporate, non-profit/association and even a stint in the newsroom. I think your younger years are the time to shape yourself and really explore what you want – and it’s ok not to know where you want to be in five years. For me, I know I want to be in PR. I know I want to work with a team with exciting accounts or organizations that cultivate the team atmosphere and really stand for something. I had done an internship with Moroch during college and loved it. The atmosphere and company culture are like nothing I have ever seen before. I truly love going to work everyday, and so do my co-workers.

I had great opportunities with my previous job at American Mensa. I’m not sure how many 22-year-olds would have been able to handle 60 Minutes at a conference for four days, but I was trusted with that opportunity. I was given assignments that they felt I could excel in. To say that they shaped who I am today is an understatement – I thrived in an environment where I could work hard and have my ideas heard.

Little known fact about you: LAF may have never got off the ground without a few key conversations with David Mullen. Tell us about those conversations and how your blog has evolved over the last few months, in particular.

David Mullen was pretty instrumental in getting my blog both off the ground and changing the scope. He encouraged me to start a blog because he knew I had stuff to say, whether I knew it or not. To have that type of support is a large part of why I am so big on mentoring. Dave jokes that I don’t pay attention to what he says, but I’m pretty much a sponge when I’m talking to him. His insight and quiet confidence later led him to tell me, “I love ya, but your blog posts are way too damn long.” I can pinpoint exactly when my community started, comments rolled in and conversation blossomed – it was after that conversation back in June. My blog posts were cut down, questions asked and I fostered a pretty rockin’ community that teaches me something new daily.

Between the #30pro chat and your Young Minds series, you’ve fostered a powerful and uber-engaged community of 20-somethings who are passionate about the future of PR. How will you take what you’ve done with your “personal brand” online and apply it to the brands you’ll work with at Moroch?

With me, what you see is what you get. I’m pretty direct and passionate about what I do. I always tell people that when I tweet brands, it’s X brand with an LAF twist. I try to humanize it as much as I am living that brand. If you don’t do that, then you won’t get far in professional branding. I’m a big advocate of blending your personal brand with your professional one, because a.) It’s not possible; and b.) You’d be boring to me otherwise. My work isn’t a job, it’s a career. I surround myself with people that have the same mentality, and ones that are passionate about the advancement of this field. Social media has leveled the playing field to where I talk daily with people of all ages, and don’t even think twice about it. That’s why Dave Spinks and I made #u30pro open to all ages, because we wouldn’t be who we are on this space without more seasoned folks. Ask us about mentors and brands, and we probably won’t ever shut up.

You’re a big PRSA supporter, but you’ve had some heated discussions online with the national organization in the last couple months. Talk about why you’re such a big backer of this institution and what PRSA can do to help deliver more value in a rapidly evolving professional association marketplace.

I’m not sure if it’s so much of a big supporter, as it is that this is the prominent association for public relations professionals. If we aren’t advocates of furthering the profession, then what are we doing in the field? I’d take passion and dedication over a work drone any day. I need creative folks who have the drive to do well in my corner. PRSA has created a dynamic network of professionals that want to do just that. Are there members that don’t? Sure. That’s every association though. Do I think it needs work? Of course, but nothing will ever be perfect. I’ve made key relationships with people at National through my heated discussions, and they are now open to listening. How can I be a member of an organization if we aren’t all working toward furthering the profession? Members are a wealth of knowledge, and one PRSA needs to utilize further.

It’s no secret. You’re a huge Packer fan (and that’s putting it lightly). The Green Bay Packers have not just built a fan base, they’ve built an entire culture around the storied Green and Gold. What can brands learn from what the Green Bay Packers have done with its brand?

Lightly would be an understatement. It’s funny, because I became a fan when I was four years old because I loved the color green and cheese. I grew up in a fanatical Cowboys household, but I was fascinated by the Packers history, fans and loyalty. At the time, it was 1990, and they had had two decades of just bad football. However, having all of the titles prior to 1970, in a town of only 100,000, caught my attention. Why would these people go to a freezing stadium to clean it out for a game – and then wear cheese on their heads? Seriously? Those were my type of people. That dedication to a sport and fandom reflects in my daily life. Their waiting list for season tickets is 37 years. Many put them in the family will. As the only publicly owned team in the NFL, the Packers organization has truly made it about the fans, for the fans. What can brands learn from the Green and Gold? Make it about your consumer. It isn’t all about you. This is why some brands are succeeding at social media over others – they engage and make it about their network. It’s not promotions. What makes your brand loyalists happy? Something to live by.

How has the following quote (right on your blog) shaped you as a PR professional as you’ve started to make your way in the industry? “Being the granddaughter of a Cuban revolutionary taught me to always stand up for what you believe in, no matter how unpopular.”

It’s something I live by, but something that can bite you in the butt at times. Having a grandfather who was willing to risk his life, his wealth and his military rank to provide a better government for a country – I mean, how can I not believe that? My grandfather stood up for what he believed in and tried to change it. He was thrown into jail because someone ratted out his plans. My great-grandfather sold everything to get him out and they left the country. To say my grandfather was brilliant is an understatement – he was a mechanical engineer with a degree from a top U.S. school, and knew more about chemistry/math than anyone I knew. I live in a country where I am able to speak out and make my own decisions. To me, it’s a disservice to his memory if I’m not passionate about what I do everyday. My grandparents worked so hard to get where they were in the United States – and that work ethic, dedication and gratefulness for life’s fortune shaped my personality. I’m proud of my family history everyday, and I’d be turning my back on everything I knew if I didn’t state my opinions. Are there times to stand back and compromise? Always. Your thoughts are important, but so are everyone’s.

The next 20 A-listers

Everyone wants to be an A-lister, it seems, these days. OK, not everyone. But there is a certain amount of cache that goes along with the term. To be clear, when I say “A-lister” I’m talking about the Chris Brogan’s, Brian Solis’ and Jeremiah Owyang’s of the world. Authors. Headliners. And people who keynote at massive conferences worldwide.

The A-listers are revered, well-read and often worshiped online–and off. And, for good reason. These are smart people. Read Jason Falls stuff sometime. Try Todd Defren’s blog. These are creative professionals with analytic minds and deep experience in the industry. That’s a powerful combination. The bottom line is the A-listers are A-listers for a reason. And there are a myriad of lists that outline that.

But, here’s my question: Are we focusing too much time on today’s A-listers at the expense of cultivating tomorrow’s thought leaders? Tomorrow’s rock stars. The next round of visionaries. Our future.

I’d like to take a moment and recognize 20 people who I believe to be the PR and digital A-listers of tomorrow. Granted, there are a number of others I could have added to this list, but this was just intended to be a start.

For the folks mentioned below, please don’t take this the wrong way. There’s a chance you might with the whole “next A-lister” tag. To be perfectly honest, I think you’re all A-listers already. All I’m trying to do here is recognize tomorrow’s superstars (in my opinion) instead of always focusing on today’s.

Without further blathering, here’s a short list of folks I believe will be the PR and digital leaders of tomorrow. Who would you add?

Amy Mengel, communications consultant/founder-Tech Valley Social Media Breakfast

Chuck Hemann, manager of research and online reputation, Dix & Eaton

Dana Lewis, student/moderator-Health Care Social Media Twitter chat

David Mullen, account supervisor, Mullen

David Spinks, community maanger, Scribnia/co-founder #u30pro Twitter chat

Elizabeth Sosnow, managing director, Bliss PR

Greg Swan, social marketing strategist, Weber Shandwick

Heather Whaling, principal, Geben Communications

Justin Goldsborough, social media ocnsultant, Fleishman Hillard

Lauren Fernandez, account executive, Moroch Partners/co-founder #u30pro

Len Kendall, digital strategist, Golin Harris

Ken Burbary, digital strategist, Enrst & Young

PR Cog, “Cog in a small New York PR firm”

Rachel Kay, president, Rachel Kay Public Relations

Ryan Stephens, media analyst, Sports Media Challenge

Scott Hepburn, president, Media Emerging

Shonali Burke, principal, Shonali Burke Consulting

Sonny Gill, social media/online marketing consultant, co-founder Community Chat on Twitter

Tony Saucier, PR/digital consultant, Olson

Valerie Simon, senior vice president, BurrellesLuce Media Monitoring & Measurement

Note: Chris Brogan photo courtesy of FramesMedia | Dan via FlickR Creative Commons

4 lessons your brand can learn from the U.S. Army

Yes, the U.S. Army is still dealing with the tragic shooting that occurred on Nov. 5 at Fort Hood and the public relations ramifications of that event. However, what they’ve been doing on the social media front when it comes to recruiting and opening up real, honest conversations with potential soldiers is nothing short of amazing.

Seems a little odd, doesn’t it? I mean what lessons could your brand possibly learn from one of the most hierarachal, conservative organizations in the world? As it turns out, more than you might think.

The U.S. Army recently started using social media tools to tell its story to and engage recruits and parents. So far, they’ve seen tremendous momentum.

Want to talk numbers? To date, the U.S. Army has enlisted 61 bloggers (most, real-life soldiers). And, that list is growing every week. Hundreds of posts and comments. And a growing readership (sorry, the Army wouldn’t release exact figures).

There’s also a softer side to this work that can’t quite be measured yet. Think about it. If you’re considering enlisting in the U.S. Army,  you now have an opportunity to listen to, ask questions and engage in an authentic, unfiltered conversation about what life is really like in the Army with soldiers who are living and breathing it every single day.

No other military branch is doing anything like this.

In fact, wrap your head around this. How many corporate organizations are doing what the Army’s doing? Aren’t a large portion or companies still blocking sites like Facebook and Twitter? Meanwhile, the U.S. Army is actually encouraging “employees” (soldiers) to talk about their unique experiences working for their “employer” (US Army). The good AND the bad. That’s actually pretty mind-blowing if you stop and think about it for a minute.

If you’re an Army recruiter you have to be thrilled with this work, too. In the former world, prospective soldiers would have had to actually visit a U.S. Army recruiting office to get a better feel for what they may be getting in to. With these tools in place, those same prospective soldiers can now visit a host of online resources to get a mix of information to help them make a more informed decision (Goarmy.com, the Ask a Soldier forum, blogs posts from real soldiers and videos on YouTube). And, if prospects don’t do this research on their own, recruiters now have a bevy of tools at their disposal that makes it easier to say, “Fine, don’t believe me, listen to what our soldiers have to say about serving in the U.S. Army.” That’s damn powerful stuff if you ask me.

Don’t believe me? Listen to Major Mary Constantino, whom I met at Blog World in October, about how the Army is using their blog, Facebook and YouTube to enhance their recruiting efforts.

Given this background, here are a few lessons your brand can learn from Major Constantino and her Army colleagues:

* Blogging success rests in the power of numbers. If you visit Army Strong Stories, you’ll notice quickly there are multiple authors or posters. They all present multiple perspectives of life in the U.S. Army. What’s more, because there are many different authors, the responsibility for maintaining the blog does not rest with one single person.  As you think about starting a blog for your organization, think about roping many different people into the mix. It will decrease the amount of time required from these busy people. And, more importantly, it will help give your customers different insights into your organization.

* Tell the human side of the story. What’s the Army’s mission? According to Wikipedia, it’s “to provide necessary forces and capabilities in support of the National Security and Defense Strategies.” Take a look at the Army’s social properties. I don’t see a lot of that. What I do see are stories about soldiers coming home to their families for a little rest and relaxation. Tales of their presence at community events. And examples of the camaraderie that makes the Army the organization it is today. Sure, they talk about the nuts and bolts of combat and what it means to be a soldier day-in and day-out. But, the human stories are what pull you in. You can do the same for your brand. Resist the temptation to talk about your products, services and their features and benefits. Talk about the human side of your business: How those products and services help make your customer’s lives easier, better, more efficient and more enjoyable. That’s the content that compels.

* Tell your story through photos and video. OK, the Army has a distinct advantage here. They have compelling visuals that help them tell a powerful story. But, I’m guessing your brand does, too. The Army’s blog uses photos liberally to tell the Army story you may not always here. Time with families. Community involvement. Life on the road. Photos can tell those stories in ways words often cannot. So, the next time you’re crafting your brand’s story, think about the visuals that may help you tell it in a completely different–and more visceral–way.

* Empower your employees to tell your story. More than 60 bloggers worldwide with backgrounds ranging from medical to human resources to legal to public affairs have blogged on behalf of the U.S. Army to date to share stories about basic combat training, serving in Iraq and career opportunities. These are real stories from real soldiers–not corporate memos and newsletters. Often your best storytellers are your employees. They know your brand inside and out. Hell, they ARE your brand in many ways. Why not put them in a position to tell the wonderful stories your brand has to tell?

The evolving PR “workplace”

I work for myself. I’m a solo PR/marketing strategist. With that comes a certain amount of freedom (OK, a lot of freedom). But, with that freedom comes responsibility, too. You have to be able to manage your time. Your schedule. And sometimes, that’s not easy. But, it is liberating.

That freedom means I can manage my schedule as I see fit. It also means I can and do work from my home, at the library, at the cabin, and at coffee houses across the Twin Cities.

I do not have a traditional office. Don’t need one, really. Why? Because I think the nature of today’s workplace for PR pros is changing. And not just for solo practitioners, either.

A number of large companies right here in Minnesota are already embracing this change in the way we work. Best Buy and Fairview have gone with the ROWE (results-only work environment) concept. Other organizations like Citrix are supporting this change in different ways like its workshifting campaign.

More specific to PR, I know a few local agencies that support a remote work culture, too.

Make no mistake about it, a substantial shift is occurring. As I work at one of several local Caribous each day, I see it. People holding meeting, doing business in non-traditional work settings.

For example, let me outline my day on Thursday, Nov. 5:

6:03—2-year-old wakes me up. It’s early.

7:40—I leave the house with both kids in tow to drop them off at daycare 10 miles from our home.

8:02—Arrive at daycare. Drop kids off.

8:08—Plug in my laptop and start work at a Caribou Coffee within 2 miles of our daycare to avoid morning rush commute.

9:57—Unplug and head home to work, successfully avoiding sitting in traffic and wasting 30-plus minutes of my time.

11:06: Chat with a friend and colleague about new client work and other topics via Skype (free tool)

11:49: I eat lunch on my couch. While working.

1:14: I leave for another Caribou up in Maple Grove (north of the city) to again avoid rush hour for a 5:30 client meeting.

1:46: Plug in at my second Caribou for the day. It’s packed.

4:45: Unplug and head to Kinkos to make a few copies.

5:29: Arrive at client site for hour-long meeting.

8:00: Head home for the evening. Hang out with my family for a couple hours.

9:57: Hop back online to read and respond to a few emails and prepare for the next day.

Strangely enough, that kind of schedule hasn’t been all that unusual for me the last few weeks. And, if you noticed, I spent a grand total of about 2 hours in my home office.

The workplace, as we know it, may look completely different in just a few short years. What kind of impact does that have for us, as PR professionals? How will it affect our jobs, our work styles and our lives? I don’t know about you, but I’m looking forward to finding out.

Minnesota digital & social media events for November/December

OK, enough’s enough. Last night I missed a chance to meet Mark freaking Cuban because I completely forgot about a local organized meet-up called #msptweetup.

OK, yes, this is part laziness on my end. I’m definitely accountable here. But, in my defense, it’s hard to keep track of all the Minneapolis/St. Paul events around social media, digital and interactive.

I know about most of these local events, but I just hear about them too late. And, more importantly, I never get them on my Google Calendar (my lifeline). Again, that accountability thing, I know.

Bottom line: There’s no one central place to go for all these events. You have to hunt and peck all over online (or look for messages randomly on Twitter).

So, although I don’t have an ideal solution, I’m doing the next best thing and posting the events I’m familiar with for November and December.

And, I’d like to ask for your help in posting those events I may have missed. Hoping this can be a community resource for us all. Whaddya say? Deal?

If you’re game, please list out additional social/digital events for November/December below and pass this along to your communities. I’ll commit to updating a new post every other month. Or, better yet, if you have a different more efficient idea, please share and I’ll definitely help execute. I just want to help build a resource we all can use.

Twin Cities Happy Hour @(TCThurHappyHour), Nov. 19

Social Media Breakfast, Fri., Nov. 20

MinneBar, Nov. 21

Minneapolis/St. Paul WordPress User Group Meeting, Thurs, Dec. 3

LikeMind, Fri, Dec. 4

MIMA Holiday Party, Dec. 16

December MSP TweetUp?

December Tech Karaoke?

December Social Media Breakfast?

Other events in November/December?

An average Joe and Jane review of the Droid

By now you’ve read the reviews. Lots of them. By people much, much, much smarter than me. So, I’m not going to try to break down the Droid in technical detail. There are better places to get that information.

What I would like to do is give you is an “Average Joe” and Jane” review from two PR pros (including my friend, Stephanie Smirnov) who don’t necessarily consider themselves tech geeks. Sure, we may read Tech Crunch and attempt to stay on top of the latest technology trends and gadgetry that impact our industry. But, by and large, we’re not your typical technologists. We’re strategists. Writers. Business owners. Thinkers.

So, I commiserated with Stephanie and we laid out the following review of the Droid, specifically for PR pros. In “Joe” and “Jane” type fashion.

Average Jane Review (Stephanie Smirnov)

Let me tell you a little story I call “A Tale of Two Devices.”

I was until very recently a two-phone gal. Blackberry for work, non-smart phone for everything else. This served me fine back when there was more of a divide between my professional and personal lives. Now, thanks to social networking, not so much.  Personal has increasingly become professional and suddenly, I need a device that can handle all of it.

The iPhone geeks in my life hound me constantly, husband included. Why not make the switch? The iPhone can do everything. One problem: I hate touch screens. I tell my husband the day iPhone comes out with a physical keyboard, I’m there. Until then, shut the hell up and go back to playing your phone like a flute.

So why not the Blackberry, you ask? For one thing, my company owns it so I’m conflicted about how much social networking and web browsing I should use it for (even though I realize this is part of my job. Mostly.) I’m convinced the Blackberry senses my conflict because it’s been acting up lately, not unlike a toddler sensing parental ambivalence. It denies me access to web links. It freezes up. Retribution for being saddled with the brilliant but crash-y UberTwitter? Perhaps, though I’ve troubleshot web surfing with TinyTwitter and Twitterberry running with the same frustrating result. The Blackberry I’ve lovingly adorned in personal themes and swaddled in protective skins has turned against me. It’s still an invaluable conduit to my corporate Outlook but that’s about it. Using it for work calls is not an option.  (AT+T. Nuff said.)

As for the personal phone, I won’t  mention the brand because you will mock me, just as I was mocked at a recent tech conference when I foolishly flipped it open in public. The only thing that phone has going for it is Verizon, so I end up defaulting to it for work calls (in turn leading to tedious expense reimbursement hassles at the office.)

I don’t remember where I heard about the Droid for the first time, but I do remember clouds parting to reveal a brilliant heavenly light. The gods of mobile devices had answered my prayers. Amazing Verizon network, groovy touch screen, physical keyboard, awesome web interface AND I can sync it to my corporate Outlook? I didn’t need to hear one more word. Off to Best Buy I went to pre-order.

So really, there is only one way the Droid will change this PR pro’s life but it’s a biggie. I am finally a one-device gal, and what a device it is. The Droid helps me lead this wonderful hybrid existence where the personal has become professional and vice versa.  Is that worth $199 (after rebate)? You better believe it.

Average Joe Review (Arik Hanson)

Much like Stephanie, I was a former Blackberry user. Or, what I like to call “third world technology” (sorry Curve owners, it’s true). When I lost my Curve a few weeks ago, I took it as a sign. I needed an upgrade. To make matters even more complex, I ran into my friend Rick Mahn the next day and he was walking around with this phone called the Droid. 5 minutes in, I was hooked. This was my phone.

A week later, I had the Droid in my hand. And, I can tell you without equivocation, it has changed my professional life. Here’s how:

* It’s a hell of a multi-tasker. Maybe better than my wife. Wait, don’t tell her I said that. Here’s the ultimate proof: I can stream Pandora, check my Gmail and browse Twitter with a few simple clicks. With no disruption to service. Try that on your Blackberry Curve.

* Voice quality is tremendous. I conduct a lot of business on my phone. After all, my cell is my only phone. I don’t have a landline. So I rely on it for client, vendor and personal calls. It’s critical. And so far, it has exceeded expectations when it comes to voice quality. And oh, by the way, the speaker sound blows my old Curve out of the water. More than I need in my home and car.

* Multi-media at its finest. Need to take photos at an event and share on Facebook and/or Twitter? No problem. Want to shoot video and upload directly to your YouTube channel? Yep, got that covered, too. And, with a 5 megapixel camera, you know the quality will be fine. Now, I just need to find a tripod for this thing.

* Google integration. If you use Gmail, Google Maps, Google Voice, and the plethora of G-products on the market, you will love the integration. Seamless. For me, as a small business owner, and someone who relies on Google for many pieces of my infrastructure, that has been absolutely key.

* Best of both worlds. Can’t work with the touch-screen keyboard (see Stephanie’s comment above)? Use the pull out. Is it the best keyboard? Not by a long shot. But, it’s definitely passable. And the important thing is you have options.

* Speed. “I have the need…the need for speed.” The most memorable Top Gun quote is one of the key selling points of this phone. Breeze through the Web. Jump from app to app in record time. Whatever you do on this phone, it’s fast. Again, coming from a Curve, it’s almost like I went from The Twilight Zone to Star Trek.

You get the idea. I’m a fan. Of course, at the rate technology is evolving, I’m sure this phone will be out of date and there will be a new toy in less than six months. For now though, I’m happy. Like I said, the phone has transformed my professional life.

You’ve heard our reviews. What about you? Any other PR Droid users out there? What are your thoughts? Advantages/disadvantages of the phone? How is it helping you work more effectively and efficiently?

My day with the Wienermobile: The total brand experience

It was a once-in-a-lifetime experience. Something unique. A story I will tell my grand-kids some day.

No, I wasn’t on the field for the Vikes/Packers game at Lambeau Field last week (Ouch, Lauren Fernandez).

I spent the afternoon hanging out in the Wienermobile.

And I’m not sure who enjoyed it more: My kids or me.

But, once I got past reliving my childhood memories, I started to think about what was really going on here.

A total brand experience.

“Dijon John” and “Torey Toppings” were my tour guides for the afternoon. Answering questions. Showing me the inner workings of the Wienermobile. And toting me around southeast Minneapolis in one of the most storied pieces of Americana. I even had a chance to have a conversation with them on camera:

For an hour we sat in the Wienermobile as kids and parents from around the neighborhood gawked, approached the vehicle, snapped pictures and grabbed their friends. It was like hanging with Elvis for an afternoon. And, the hotdoggers ate it up (pun intended). In fact, they encouraged and facilitated this behavior whenever they got the chance.

They were on the CB (one of my favorite Wienermobile features) making comments and asking questions of random passersby during our ride. They encouraged folks to take snapshots of the Wienermobile. And, they answered questions and opened up the vehicle to complete strangers.

They were, to put a fine point on it, the ultimate brand ambassadors.

And, not that it really matters, but keep in mind, they are both just out of college.

Why is that unique? Well, how many organizations do you know that entrust 22-year-olds to promote their brand night and day, 24/7, 365? Because make no mistake about it, that’s what these folks do.

John and Torey are two of 12 “hotdoggers” that travel the country with six different Wienermobiles (there’s even a mini-Wienermobile). They live on the road. Literally (you can track their whereabout using BrightKite). They interact with fans of all ages. And, they tell the Oscar Mayer story (they post on average a blog post a week). In fact, they damn near have their own language based on all sorts of hot dog-based puns and euphemisms. And, you see them injecting that personality in all their online forays–blog posts and Twitter, in particular.

John and Torey literally bring the Oscar Mayer brand to life each and every day. And, they love it. During my time with them, I heard them talk about making a sick kid’s day, connecting with other hotdoggers and life on the road. With every story, came a smile. With every anecdote, came an over-the-top and cheesy Wienermobile joke or pun.

And you know what? It works.

It’s brand activation at its finest.

The vehicle itself. The hotdoggers. The lingo. The horn (it plays the “I wish I were an Oscar Mayer wiener” jingle). Even their PR materials included the punny references (the vehicle is 18 hot dogs wide). It’s all part of the complete experience.

All, I can tell you, is after an hour in the Wienermobile with John and Torey, I’m an even bigger fan that I was before. And, as a brand, that’s all you can ask for. Win those fans…one at a time.

Note: For the more family-friendly side of this tale, visit our family blog (Hanging with the Hansons) for my wife’s side of the story.

Blogs or traditional media. Who do you trust?

There have been some interesting conversations the last week at a local PRSA event and the Minneapolis/St. Paul Social Media Breakfast around the issue of trust. More specifically about trust when it comes to traditional media outlets vs. blogs.

We know the sources of trust have shifted. People no longer trust CEOs (by and large). They no longer look to leadership for answers. However, they do trust their neighbor. Their business colleague. And their families. In essence, they trust “someone like them” according to the Edeleman Trust Barometer.  And, increasingly they’re going online for this information by visiting social networking sites, review sites and blogs.

Does that mean traditional outlets like the New York Times and CBS News are no longer trusted sources of information? According to some surveys, traditional media is one step above used car salesman in the trust department.

For me, this argument comes down to one critical issue: Objectivity.

You could make a pretty good case that traditional media have never been objective. Human nature alone gives rise to preferences and biases. As much as most journalists strive to be objective, they all have their personal biases.

However, journalists are trained and paid to research stories. To look at all angles. And to abide by a code of ethics.

On the other hand, bloggers are not necessarily trained writers or researchers. They don’t have to take into account all perspectives. And, really, they don’t a professional code of ethics to live up to. But, trust is growing with this community. Every day.

I find that interesting, don’t you? Why has trust waned in traditional media outlets while skyrocketing for people that often have very strong opinions and in no way are objective or impartial?

As PR pros, we still need the media (and let’s not kid ourselves, they still need us). And, as citizens, we do, too. The third-party credibility traditional media brings is still incredibly valuable. But, on the other hand, blogs add a lot to the marketplace as well. People will continue to turn to them for product reviews, entertainment and news/information.

Who do you trust? And, more importantly, why? I’m curious.

ote: Photo courtesy of HarrietBarber on FlickR Creative Commons