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Today, my podcast partner, Kevin Hunt interviews Social Fresh founder, Jason Keath. They talk social media conferences, blogging, and social media careers paths. Hope you’ll consider listening!
SHOW NOTES – July 2, 2015
Social Fresh Conference
I came across one of those “40 quotes that…” posts last week on Forbes.
As usual, one quote stuck with me: “You are your priorities.”
Can’t remember who said it, but I like it because it hits on something I’ve been thinking a lot about lately.
How we manage our lives.
My priority list is pretty easy: 1) Family, 2) Business, 3) Volunteering, 4) Fun
That’s the filter. And, it helps me manage my schedule and life.
A few examples. In a prior life, I used to be a golfer. I played high school and college golf. I played 50-60 rounds a year. I was addicted. Then, a girl came along. Kids (relatively) soon after. Those took priority. Nowadays, I play very little golf. And, I get a lot of grief for it from friends and family (rightfully so). But, I’m not quitting golf permanently. It just doesn’t fit into the priority list right now. In fact, it’s toward the bottom of the list (“Fun”).
Once in a while, a friend will ask me to a Twins game or an event on a weeknight. Weeknights are tough, as I’ve committed to being away from home no more than 2 nights a week max (preferably one–see priority #1 above). One night a week is usually eaten up by MIMA–with a board meeting, a committee meeting, or an event. So, that leaves little wiggle room for other weeknight outings. Which means I’ve been saying “thanks, but I can’t do it this week” a lot the last couple years.
You are your priorities.
It’s a good filter for your decision tree.
Here’s another example. I was recently asked to speak at an out-of-town conference. It’s an event I’ve spoken at before, but it’s a multi-day event and chances are, it won’t lead to any business. So, if I put it through my priority filter, here’s what it looks like:
* The speaking gig takes me away from my family (#1 on the priority list) for 2-3 days. Not great.
* The speaking gig will most likely not result in new business or any meaningful leads (#2 on the priority list). Not great.
* However, the speaking gig would be fun (#4 on the priority list). And, it would allow me to develop content I could use on my blog and other social media sites (#2). Not bad, but not a compelling enough reason to do it.
I turned it down. I put it through the filter, and the pros (#4) just didn’t outweigh the cons (#2).
“Thanks, but no thanks.”
You are your priorities.
Little switch–for the last year-plus, I’ve been providing weekly, then bi-weekly updates on comings/goings, agency wins and other events around Minneapolis/St. Paul. Since that’s more work that it seems, I’m going to ratchet it back just a bit to monthly. I’m still going to capture the same information–it’ll just be on a less frequent basis.
With that–let’s look at what happened in June, and what’s ahead in July.
Congrats to my friends at Fast Horse for their big win at Cannes this week for their work with Newcastle. Congrats to Jorg, Scott, Mike, Cydney and the rest of the team over at FH!
Beth LaBreche, former vice president of strategic development at Gage, recently accepted a position as vice president of enterprise marketing and communications at CHS. Congrats, Beth!
Bellmont Partners recently welcomed Ali Buckneberg to the team as an account supervisor.
Matt Lechner recently took a new position as senior digital consultant at HealthPartners.
Minnesota State Colleges & Universities is seeking a Chief Marketing and Communications Officer
space150 is seeking an associate director of PR and emerging media. Bonus: You get to work with Greg Swan!
Good gig here with one of my favorite local organizations: Children’s Hospitals and Clinics is seeking an internal communications consultant.
Work with my fellow MIMA board member, Jamie Plesser! Allianz is looking for a senior interactive marketing manager.
MIMA, along with former MIMA president, Tim Brunelle, is helping re-instate the Conversations About the Future of Advertising. The popular series is back July 15!
Looks like we’ll get to hear from 80 percent of the OLSON Engage team on July 17 at Social Media Breakfast (I kid! I kid!). Looking forward to hearing Katie Miller and George Fiddler present!
Earlier this week, you may have noticed Chevy broke some new ground in the world of PR.
It unveiled the first-ever all-emoji news release.
Yeah, you heard me. All emojis. No, for realz.
I mean, emojis are hot, right? Everyone is using them on Facebook, Twitter and Instagram (where they’re plentiful these days).
And, the new Chevy Cruz is obviously a vehicle that’s targeted at that younger generation. So, speak their language, right?
And, we know brands are always looking for “new and inventive” ways to bolster impressions, shares and mentions during launch events like this.
So, on the surface, I get this. And, on many levels, I actually applaud it. To start, let’s look at a few different reasons this makes sense for Chevy:
Any PR agency/consultant will tell you–it’s hard coming up with new ideas for launch events. Because everything has been done. And, not every new launch event can or should be talked about incessantly for days on end. But, it’s always there–that ask. “We want more buzz built around our new product launch.” So, in this way, I think this is a win. According to a quick search on Keyhole, #chevygoesemoji has been mentioned by 599 users over the last two days with more than 22 million impressions. And, if you look at the stream, it’s actually pretty positive. Bottom line: People are actually talking about the launch of a new care. I can’t believe that happens too often.
You might think an all-emoji news release is the most ridiculous thing in the world (I kinda do), but you can’t really say it’s not creative. Especially for the PR industry, which, let’s be honest, comes across as pretty darn conservative most of the time. Chevy took a big risk here. On the surface, it looks like that’s paying off.
Another thing Chevy did well with this launch–they integrated celebrity endorsers well. And not just the A-list celebs like Norm McDonald and Zendaya.
They also worked in internet celebs like Tyler Oakley, famous YouTuber.
— Tyler Oakley (@tyleroakley) June 20, 2015
You might think–big deal, right? Well, the Tyler Oakley tweet from Tuesday had 1.8K retweets and 8K favorites at last count. The Zendaya tweet: 1.1K and 2.5K. By contrast, no single tweet sent by @Chevrolet over the last two days has garnered anywhere near those counts. So, there’s that.
That’s one of the more interesting angles here. The release is clearly not written for journalists. It’s written for consumers. It’s a direct-to-consumer play. That’s a much different way to think about PR–again, a big risk. I’m sure Chevy is still working with journalists to get the launch story placed–they’re just not doing it with a news release.
So, I’m trying to talk myself into liking what Chevy did here.
But, I can’t quite get there.
Because if you take a step back, doesn’t this kinda feel like all those brands that jumped on the “real time marketing” bandwagon after the Super Bowl Oreo tweet?
Another thing that kinda bugs me: Is this really “on brand” for Chevy? Again, I know the Cruze is targeted at younger drivers, but this emoji thing is getting a little out of control when it comes to brands. Yeah, people use them in daily communications on their phones. But, that doesn’t mean they want to hear from the brands they follow/use in all-emoji language.
Bottom line: I like the creativity here. I like that Chevy took a risk. I like that they had some fun with what is ordinarily a pretty garden-variety tactic (news release). But, I just not 100 percent sold that this was a brilliant move.
But then again, I’m not on the Chevy team. I don’t get to see the results and how they align with their goals.
This could end up being a gigantic win.
What do you think?