Web Business Woman

Archive for July, 2009

By Guest Blogger, Donna DeClemente, Donna's Promo Talk

Here's a brand that is definitely marketing to women online and has done, what I think, a great job with this latest interactive promotion.

The Cetaphil brand is a line of skin care products that I'm sure most of us women are familiar with since the products have been around for quite some time. They claim to be the #1 dermatologist and pediatrician recommended brand of cleansers and moisturizers. They recently launched the the Comfortable in My Skin campaign that includes an interactive, online contest.

This promotion is another example of a brand inviting consumers to create fun and personalized user-generated
content (UGC) around the brand. However this one takes it another step further and then encourages them to share the content by providing easy ways to make it viral through their social
networks and websites.

First they ask entrants to explain where and what makes them feel the most comfortable in their skin by completing the sentence “I feel comfortable in my skin when I am…”.

Next participants are asked to select what paradise vacation spot they would choose as their getaway from a choice of Marriott & Renaissance Caribbean & Mexico Resort destinations. They then have to select a Kate Spade getaway bag and fill it with their favorite Cetaphil products and any other items that they'd like to take along with them. I'm already dreaming of where I would want to go just by writing about this!

The last step involves having them share their content via widgets,
blogs, IM, email and other options and then invites them to review and vote on other content that has been submitted.

So you probably get it now…the grand prize winner will receive a seven day, four person getaway to the paradise destination they choose along with a Kate Spade bag and $500 American Express® gift card to purchase the selected getaway items to but in the bag.

So here how it works: 

The contest is judged in two rounds. In the first, prizes will be given to the top ten finalists (who then advance to round two), to the five most viral entries and to eight sweepstakes winners who will be picked at random. In Round 2 (which begins on Aug. 27 and ends on Oct. 8.) a panel of judges will select the grand prize winner from the ten finalists, as well as one runner-up, and four sign-up sweepstakes winners will randomly be chosen to receive additional prizes.

The contest started back on June 22, so its now been live for a full month and as of today there are over 500 entries, 10,000 reviews, 15,000 votes and 120,000 views.

So I was curious to see how this really works and how complicated it was. The contest is powered by a platform developed by a company called Brickfish. This platform is currently being used by many different brands who are integrating user-generated content into their marketing campaigns. It a great way to host a contest that invites the public to vote for the winners.

I did have to create a Brickfish account first in order to submit my entry which was a bit annoying. However, they didn't ask too many questions, so it was pretty simple. Now I have a username and password I can use for any future promotions that are powered by Brickfish.

I created my entry in which I choose St. Kitts as my destination from the choices it gave me. My husband and I went there together a year or so after we were married and experienced some of the best snorkeling I have ever done. So we'd love to return again. I then went through and added all the other things to my Kate Spade bag and I also was able to upload a photo that expresses when I feel comfortable in my skin. This did take some time, but it was fun and fairly user friendly.

Once submitted I then got to choose how I want to share my entry. First choice is to grab the code and embed the creation into a website, blog or forum. Here it is.

Comfortable in My Skin – Round 1 Sponsored by Visit Cetaphil

Next I was given the option to post it on Facebook and Twitter, which I did, and also to email it to anyone I wish. There are also ways to post it on MySpace, MyYearbook, Xanga, Tagged, and others as well.

Now the Most Viral Winners will be awarded based on the entry that gets the most attention across the Internet. When on the entries page you can click on a specific one to view it and you will see a viral ranking to the right of the entry. You can decide if you want to vote on it or not. So you can help make mine viral by clicking on the view button in the above widget and then if you're so inclined the share button as well. Don't forget to vote for me however there are some really creative entries from those that I viewed that makes mine look pretty dull.

I have been saying now for the past two years that there is a tremendous opportunity for brands and marketers to connect with consumer by incorporating these interactive, chance to win promotions with social media. So now it seems everyday I'm reading about another brand who has a sweepstakes or giveaway promotion that is incorporating social media. The Wall Street Journal even ran this article earlier this week on how popular they've become on Twitter.

There are some promotions like this one that are truly engaging and fun for consumers and of course others that don't make any sense at all. So I'll be writing about many of them here on Lipsticking and on my blog as well. If you come across any that you think are engaging women in a positive way (or in a really negative way) please pass it along.

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Some years ago I came across this advice but, sadly, I don't remember where. I only remember that it hit me like a ton of bricks and I've embraced it, ever since.

Your daily life is one of two things: it's either a major catatrophe or a minor inconvenience.

Think about that – think about your day and how it's going, and very carefully consider the advice above: is what's happening at this moment a major catastrophe or a minor inconvenience? How much of your life is filled with major catastrophes? Minor conveniences?

Most of my life is filled with minor inconveniences. The fact that I have two articles due and I can't seem to get to them, is not a major catastrophe. It's a minor inconvenience and it may just be a symptom of my time-management skills.

Last summer my Dad was in the hospital and had his gall bladder removed – just in time, the Dr. said. It was so badly infected, it could have killed him. We spent a lot of time with him in the hospital (he's 82 and has Alzheimer's) and we drove back and forth from Binghamton every weekend, for awhile. One might consider that a major catastrophe but…it was a minor inconvenience. My Dad recovered nicely, he is doing well now, and I would not trade the time we got to spend with him for anything in the world. The catastrophe was averted, and the rest was minor inconvenience.

Did you miss a phone call today? An important one – from a possible client, a real client, or your mother? How did that color your day? Did the world stop? I doubt it. Therefore, whatever it was…in the end, it was a minor inconvenience.

Is your launch of that new  product lagging behind by a month or two? Have plans been waylaid by one thing or another? Are you wondering how your bank account will survive, if you don't complete that new proposal or sign that pending contract?

What if none of those "important" things happen…when you want them to? What will you do?

My advice is to move on and recognize that these are minor inconveniences. If your health is not affected, if your family is still together and safe, if your house is in one piece, (we are having a new roof put on, and tho it was totally unexpected, I'm glad it happened NOW, before we list the house, rather than have a buyer hire an inspector and be told the roof is in shambles!), you have much to be thankful for. Hold on to that and be glad most of life really is minor inconvenience, not major catastrophe. So,don't worry, be happy.

For the parts that are major catastrophe – gather family and friends and work through it. That's when the togetherness of many arms, many voices, tears and hugs, are the only medicine that works.

Otherwise, get up, stop whining, do what needs doing, and create positive results out of all minor inconveniences. It's what entrepreneurs do.

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by Guest Blogger, Lena West, Chief of Social Media Strategy at xynoMedia

Two weeks ago, I was interviewed by a graduate student for her thesis. The focus of her paper is about how social media is changing journalism.

So, what has this got to do with marketing to women? After all, this is a blog about marketing to women.

Journalism is ultimately about media and if marketing isn't about media, I don't know what is. I'm also highly interested in the intersection between journalism, women, marketing and media – as I don't think women – especially women of color – are accurately represented in quantity or quality. But, that's another blog post for another day.

I thought you might want to "listen in" on some of the thoughts I shared about journalism and social media with this grad student – look for the parallels in your industry.

Q: Your specialty is the development of social media. Do you believe that social media, such as Twitter, Facebook, or the like will eventually take the place of newspapers?
A: I'm leery of so-called experts who speak in absolutes, so the word "replace" kind of digs at me here. I would say that social media tools (including social networks like Facebook, etc.) will play a much more complementary role in journalism and those who don't think so are probably in denial.

For example, according to a story at Editorsweblog.org, the New York Times has suggested a potential solution to what's plaguing the publishing industry is for newspapers to change their business models to become nonprofit entities funded by endowments.

Now that may not appear to have anything to do with social media but, it does. Thanks to a seriously competitive information market – that's led largely by access to free information – (think Twitter)

Q: Do you think it should? Would it be better?
A: No, I don't think anything about social media should replace any form of marketing or any form of communication. Again, not speaking in absolutes about social media's impact. Social media is like makeup, it's the ultimate enhancer.

Q: How is social media better than traditional journalism?
A: In some ways, it's better. For example, immediacy, ease of sharing and conversation comes to mind. However, I do think that the low barrier to entry for social media tools has created a few "loose cannons" that otherwise would not be tolerated in traditional journalism – and that's not necessarily a good thing. I believe in fact checking and journalism standards.

Q: Is there a growing need for social media? (trends of those WANTING it, for example, have they gone up?)
A: Oh, for sure. Nielson Online recently released social networking use stats (http://www.nielsen-online.com/pr/pr_090602.pdf) and the numbers are stunning – especially the Twitter metrics. I would say that these numbers all point to both a greater need AND want of social media content.

Q: Do you think journalists will become ‘social media specialists’ or do you think social media will get rid of traditional journalists and create their own niche employees?
A: Whoa, there's that "get rid of" language again. No absolutes. I think that journalists will need to understand social media tools more and we see this happening, look at how CNN has totally embraced the use of Twitter. Social media will take excellent journalism and make it sparkle with interactivity and collective energy.

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And people ask me (with funny looks on their faces) why I hate to fly (no, it isn't because I'm 'afraid' to fly): Here's why…

(you gotta love this video, and think back to the last time an airline lost your luggage, or damaged it, or just plain didn't care that they screwed up the timing on your itinerary and you ran like hell across the airport to make your connection…and failed, only to be greeted by, "Well, we'll try to get you on the next flight out. Let me see…yes, that's tomorrow morning at 5 a.m." )

Puh-lease! If we can drive there, that's what Tom and I do. Airlines are totally out of control and I do not want to give them any more of my business than I have to. (a shout out to Bruce Peters for sending the video along)

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 By Guest Blogger, Donna DeClemente, Donna's Promo Talk

For any us mothers with teenagers we are all aware that today is the official release date of Harry Potter and the Half-Blood Prince, the sixth Harry Potter film in the series. My daughter and her friends attended the midnight show last night and didn't get to see it at their usual movie theater location since that one was already sold out. Now that my daughter has friends that are old enough to drive at night, we don't have to worry about which parent is going to go with them or stay up late enough to pick them up. They drove themselves all back to my house and I woke up with four young bodies sleeping in our living room this morning.

My older daughter is currently away this week attending a summer drama camp, so I don't know if she's seen the movie yet. If not she probably will by tonight. Since she came home from her freshman year in college she's been talking about this film and reread the first three books to get back into the story again. She even got her dad reading the books now. He just finished the second book and she's thrilled that he's reading them. My turn is next which I promised I would do when we go on our summer vacation this year.

Both of my daughters, who are just a little over a year apart in age, really grew up with Harry. It has been an really wonderful experience and they can't thank J. K. Rowling enough for inventing these characters and the world that they live in. They constantly are throwing out character names and phrases that leave me bewildered. Even though I haven't read the books, I have seen the movies, so I'm not completely ignorant about what they're talking about. I wrote about Harry Potter before in this blog post back in July, 2007 which was Harry Potter Month since the 5th movie was released, Order of the Pheonix, followed 10 days later with the release of the last book, Deathly Hallows.

As Harry Potter has grown, so as the marketing for this latest film release and Warner Brothers has really embraced emerging media. Not only can fans visit a very interactive website, they can also engage on social media sites and become a fan on Facebook which currently is showing 400,577 fans and quickly rising as I write this post. On Twitter Harry Potter is the top trending topic today and has been on the top 10 list since last week. It's fascinating to follow the tweets that are coming in from all over the world in different languages. The movie also has its official Twitter Page where you can follow the feed of tweets as well.

There are many blogs and social networks that have been created about Harry Potter which are not all officially associated with J.K. Rowling or Warner Brothers. One very popular site is The Leaky Cauldron which started back in 2000 as a one page news roll and has grown into a big destination for fans. They also host a community called My Leaky which is the largest Harry Potter Social Network on the web currently reporting 75,000 members.

And of course, there are many interactive promotions associated with the film. Warner Brothers is sponsoring a Harry Potter and the Half Blood Prince Prop Sweepstakes which invites fans to register as a WB Studio Insider for a chance to win an original Harry Potter movie prop and other Harry Potter prizes. Also if fans upload a photo taken of themselves and their friends at the movie theater in front of a Harry Potter movie poster or in their Harry Potter "movie gear" they get 10 extra chances to win. It's being promoted via the official website , on Facebook and also on Twitter.

Hot Topic is sponsoring the Harry Potter Golden Snitch Sweepstakes which starting today they are inviting "Seekers to Catch the Golden Snitch" which is hidden somewhere on HotTopic.com. $100 gift cards will be given out each hour and the grand prize will be awarded to one of the 24 hourly winners who will receive a $1000 gift card and a Harry Potter Merch prize package that includes a golden snitch signed by a cast member.

On YouTube fans could enter the Harry Potter and the Half Blood Prince Advanced Potion-Making Experience Contest by creating and uploaded a video that shows and explains their unique potion concoction. The video needed to describe the ingredients, the name of the potion and what the potion's results are. Six finalists were selected by the judges who then invited the public to vote for the final winner. The rules say that the winner will be announced today, but currently the site is still showing only the 6 finalists and not a grand prize winner yet. So stay tuned.

Mobile marketing is also in the mix. Apple has developed a free Harry Potter iPhone app that is available at the iTunes store where fans can unlock new memory vials within Dubledore's Pensieve and insert themselves and their friends into a wanted poster of the Daily Prophet. Apple is also offering fans Harry Potter downloads such as movie clips, a podcast and the movie soundtrack. For the Firefox browser a custom Harry Potter and the Half Blood Prince skin is available that fans can download.

Well Harry Potter definitely has become a marketing power house. We'll have to see what the majority of fans are saying about this 6th film. The response that I got from the teenage bodies in my living room this morning was not very positive. They all say the books are so much better than the films. So if you see the film or get input from your friends and family that see it, please pass it along here.

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It's that time of the year. Blogher time of the year. On July 23-26th Blogher bloggers and sponsors and people interesting in marketing to women will all convene in Chicago and talk…women and ads. Among other things.

I am one of the speakers on a panel of great gals who will discuss publishing – in a world where writing a book may seem too far-fetched. I join self-publishing marketing expert, Penny Sansiervi (whom I have been dying to meet for … at least 3 years) and author, blogger Stefanie Wilder Taylor, who promises to have a lot of great information to share about blogging and publishing. Together, we will discuss that ever mysterious topic: writing, publishing, writing, blogging, writing, writing, writing – with intent to publish.

Will you be there? I would LOVE, LOVE, LOVE to meet you, if you are planning to attend. Let me just say that this is THE event of the year. It's more than a conference, it's a gathering – of women from all walks of life. Women with talents to inspire and educate, talents to teach and share, talents flowing from their fingertips through their keyboard, and onto their blogs and twitter pages.

You will see this conference well represented on Twitter and Facebook, so if you can't make it – stay tuned to your computer. You will not be disappointed.

If you're interested in learning more about the conference, you can visit this link at Blogher, or ask away in comments on this blog. I live to serve.

p.s. I'm a Blogher gal from waaayyy back! I knew Jory and Elisa and Lisa (Lisa not so much) back when Blogher was just a girlfriend's discussion of how to bring women bloggers together. These women have accomplished such phenomenal success, through a LOT of hard, hard work – it's a pleasure being part of this conference, once again. I can only say that Blogher is what being a woman blogger is all about.

And, I hope I do them justice while I'm there. It just may be the launchpad of the NEW Lip-sticking. You all hang around, now…ya hear?

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by Guest Blogger, Lena West, Chief of Social Media Strategy at xynoMedia

A while back I joined an organization that I believed in whole-heartedly. I liked their ideals, mission and leadership. When I met people whom I thought were a fit, I would let them know about the organization and gave them my personal guarantee that they would enjoy themselves and learn a lot in the process.

Recently, that same organization created a special program to which I invited a dear friend – actually, I insisted that he attend so that he could experience what I had experienced.

The time spent was great, but not remarkable. Something was off…and halfway through the program, we both realized what it was. It was the person they hired to lead the program. He was hard to follow, confusing and in general didn't "fit" with the flavor of this organization that I had come to appreciate. I was duly embarrassed.

Here I had insisted that my friend attend this event with me and it turned out to be almost a total bust. Wow.

Now, I still like the organization, but I'm less engaged and less likely to refer people to them. I'm also less inclined to attend events myself. A big shift.

So, what the heck does any of this have to do with social media?

It has to do with the people with whom you connect, the people whom you allow to comment on your blog, the people whom you retweet on Twitter.

I'm sure you take take and care in building your brand. You make sure your company uses the right colors in your logo, oozes sure-fire customer service and gives off exactly the right "vibe". As a result, your market loves the feeling they get when they read blog and they genuinely care about what you have to say. So much so, they tell other people!

All of this can be undone in an instant if you allow spam comments to pile up on your blog or if you retweet or "friend" the wrong person – someone who writes or spreads objectionable content. Some people have a policy of "friending" anyone who sends them a request. Be careful of this.

If you've taken my advice about managing your time with social media, you'll have time set aside to review profiles of people who want to connect with you to make sure they're not social polluters. (And, if you have an assistant, they can do this for you).

Bottomline: Don't be lazy, do whatever it takes to preserve your positive brand experience by making sure you connect with the right people.

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That's how the "Generation M Manifesto" begins. Writer Umair Haque, Director of the Havas Media Lab, writes his manifesto at Harvard Business Publishing, and he isn't pulling any punches. He's telling old people – let's say, boomers and seniors (whoever they are)…"My generation would like to break up with you."

I found his article intriguing, humorous, and slightly overstated, as many "manifestos" are. Umair apparently thinks anyone over the age of…I'm picking 45, is the cause of the state of affairs in the world, as it is today, and he aims to throw them out – so he and his "friends" (I use the term loosely), can "fix" things. Because, of course, they know how to do that better than we old people.

His assertion that we "run the world" is a big overstatement – all he has to do is look around at the predominant brands dominating the marketplace today (eBay, Amazon, Google, Yahoo!, Twitter, Facebook) and he's easily proven wrong. I know, Twitter and Facebook are still looking for the holy grail when it comes to making money, but…Amazon and Google didn't make money right out of the blocks, if you remember. The reality is that these are the companies and the foundation for the future, and they are part of his generation, more than mine.

Here are some of his assertions, and his answers to them:

"Dear Old People Who Run the World,

My generation would like to break up with you.  

Everyday, I see a widening gap in how you and we understand the world — and what we want from it. I think we have irreconcilable differences.

You wanted big, fat, lazy "business." We want small, responsive, micro-scale commerce.

You turned politics into a dirty word. We want authentic, deep democracy — everywhere.

You wanted financial fundamentalism. We want an economics that makes sense for people — not just banks.

You wanted shareholder value — built by tough-guy CEOs. We want real value, built by people with character, dignity, and courage."

Funny, those are the same things I want. And, I believe, they are the things my colleagues and friends want. Yes, there are some really 'old' people who still think they can run business by using Dick and Jane methods – but they are fewer and more far-between than ever before. Those "old" people have been stuck in the 20th century for so long, they're rooted to their front porch rockers.

Umair needs to get out more often. He needs to meet "old" people who are hip, and happy, and energetic, and fully behind him in creating a world of dignity, character, and courage. To his statement that, "The great crisis isn't going away, changing, or "morphing." It's the same old crisis –and it's growing," I say, "This is news? You think YOUR generation is going to make the changes that WE tried to make, and didn't? You think only old people drive SUVs? Only old people make bad business decisions? Only old people drink bottled water?"

I beg to differ, Umair. I see MANY of your generation doing ALL of the things you accuse us of. I see YOUR generation faltering, just as we did. I see YOUR generation stumbling along…the same way we did. Because, in the end, Umair, it isn't about us – it's about the world as a whole, and there are millions of other people beyond the boundaries of these United States who won't cooperate with you and your manifesto, and I challenge you to change THEM… because no matter how many of US you change, you will still face the masses of THEM – who are not willing to change. Their manifesto is one of me first – something you accuse us of.

I'm with you, even though I'm "old"…by your standards. While I don't have all the answers (and I don't think you and your generation have them, either), I have the desire. And the passion. And, the ability. And, I think, the friends.

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