Melanie is a entrepreneur, a social media junkie, a west coastie, lover of original fro-yo with mochi topping, and currently attending Emerson College in Boston, MA.
Hi! My name is Melanie and i'm starting a business.
I thought it would be a good idea to blog about the process of entrepreneurship that I am taking. Currently, I’ve been enrolled in a program from Emerson College called E3. It’s a year long program and at the end of the year (May 1st to be exact) we get to present our business plan to potential business and capital partners.
I’m starting a social media agency aimed at small businesses. My goal is to gain as much experience as I can to be able to efficiently develop web/online strategy and at the same time meet the clients needs.
My entire winter vacation was spent throwing together financial expectations, identifying potential clients, and pulling together web copy. I am SO happy to be working with a team as well!!
For the next couple months, I want to document the ups and downs of entrepreneurship/pre-startup status and the interesting people I get to meet on this journey.
Logo and name:
agency19
I named the agency quite straightforward. 19 stands for the age I was when I started it. I thought, it’s pretty cool to be 19 and have your own company, right?
Mariel designed me a super cute robot!! When brainstorming, we thought “wired’, “connectivity”, “efficient”
I’m excited to start working and actually getting some experience with client relations.
Leave me any questions, comments, words of advice about being an entrepreneur please!
In an article from Mashable featuring Trident Gum, showed this ad in USA Today on December 18th:
I find this ad amazing. It brings the community exposure. Who doesn’t want to see their name on a print ad in USA Today? The only call to action in this print ad is to follow them on Twitter.
Using testimonials to enhance the taste of their gum is exactly what any company would want to be doing with their gum, I’m glad Trident selected Twitter as their channel of communication. Its much more accessible than Facebook statuses (after their whack-o change in privacy policies)
It is interesting to see that they did it on a form of traditional media, where non/lesser savvy-twitter users may tend to flock. This brand of gum for sure has shown me their acceptance of social media as a form of communicating and by broadcasting their testimonials on a form of traditional media, makes me think that their intention is wanting to bring non-Twitter users on Twitter to make a change.
Through the entire year and a half I have been using social media, I would like to broadcast my accomplishments and express my aspirations as a graduating senior at Emerson College.
What do I want to do with social media? Why am I qualified?
I know that leaving college, I want to do public relations/social media for a company or an agency. To gain experience in client relations and communications, I have started my own social media agency targeting small businesses in the local Boston area. I want to be able to work everything from submitting a company to local listings to developing a new business proposal, so I know what to expect in more challenging situations in business. This blog is going to be geared towards providing a resource for small businesses to start using social media to establish an online presence. Here are three of my blog posts that have been geared towards small businesses/entrepreneurs that detail how social media can help.
“Crowdsourcing is not a matter of looking for individuals to help accomplish a task, it is about finding the community where multiple individuals are willing to help.” (3 Benefits of Crowdsourcing for Small Businesses)
“Entrepreneurs like yourself are in need of costless forms of promotion that are still effective at attracting your target audiences. Social media is seemingly the key to providing effective communication for little to no money.”(Entrepreneurs: Three Reasons To Use Status Updates on Facebook and Twitter)
My ideal position involving social media, why am I qualified?
Getting paid to use social media in my daily life would be my dream job — working as an Account Coordinator/Executive for a company that is recognized internationally for it’s digital and interactive influence. I want to be able to handle client communications and relations — developing strategies and implementing tactics to better enhance any brand in the targeted consumer’s mind. In class, I have been able to develop social media pitches to real-world companies like Nokia, Cisco and Zappos, in which we were able to implement tools like Cymfony to track the impact social media has on the brand. I have also interned at Regan Communications where I developed a social media proposal to boost their internal company-wide appearance. Working at SHIFT Communications - a leading agency in social media - has also taught me project management, strategic message development and media relations.
Tweet on How Does Social Media Matter? Social Media is about conversation. It matters to us because it is the only way to broadcast a relationship with a customer in a community.
I am looking to communicate with anyone willing to talk. Here is my Linked-In, and myVisualCV account detailing even more of my credentials. I am of course also reachable through comments below or through Twitter and Facebook and e-mail!
"We're filing a police report": Why I Will Try To Avoid Flying United Airlines
We should set the scene before I start:
Writing this blog post forces me to reveal an embarrassing story about myself. But it’s worth it, because I need to share with you multiple reasons why not to fly United Airlines.
I was flying from BOS to PDX with a connecting flight in SFO. Both flights went well considering the cramped seats, trash in the front compartment of my seat, and the broken air conditioning fans above me.
The flight pulls into Portland, OR around 10:30 PM, I woke up at 6AM this morning EST and it’s now 1:30 AM EST over there as I pull into this airport. Cranky and tired, I still have a one hour commute back home on the MAX rail (which I LOVE).
I’m stumbling down to baggage claim where I find my suitcase of 60 pounds, in which I lug off the conveyer belt, and begin to roll my way towards home.
I’m in the middle of my trip home and I notice something wrong. I look over to my suitcase and I realize it’s not mine.I’ve grabbed the wrong suitcase!!!!
It looks exactly the same: same color, same size, same Hong Kong International Airport sticker on the side (freaky right? At least I didn’t find a cat in mine)
I call my parents as I am heading home and they comfort me by telling me they will send the suitcase back to the airport tomorrow morning.
I get home to my brother running to greet me, but instead of a “Welcome home!” I get a “United called. They know you have someone else’s suitcase”. Great.
United calls again, and I pick up the phone, genuinely apologetic, I offer to send the suitcase back ASAP in the morning. It’s already 11:45PM and it takes an hour to get there and an hour back. The agent on the phone agrees, thanks me, and hangs up: problem solved.
…but not really. At 6AM the next morning, the family is woken up by an angry United Airlines employee voicemail claiming they will file a police report if they don’t get their suitcase back by 9AM. Then they repeat their message, saying: “Yes, Melanie, if we don’t get that back by 9 AM, we are going to file a police report to claim property that you have that is not yours. That gives you 3 hours, Melanie. See you soon.”
So, United Airlines is apparently using fear tactics to scare their passengers.
I get to the airport around 9:45 AM, and I see no one at the United Baggage Claim. Um okay. I wait for 5-8 minutes for someone to get in here. I see a scrawny woman emerge from the end of the hall, she sees me, and says “Are you Ms. Wong? We have your suitcase.”
Oh! Exciting! They’ve been expecting me.
She looks at me. From head to toe. I apologize for taking the suitcase, as I should, and I bring it to the back to collect my own. Then she says, “You know, I was thiissss [makes a gesture with her two fingers 2 cm apart] close to filing a police report. The suitcases don’t even look the same. Right? Aren’t they completely different? One’s a darker shade of black.” She takes a look at both of them and clicks her tongue.
I stop to stare at her for a good 10 seconds with no emotion on my face. I was thinking, “did she really just say that?!”
But what comes of my mouth out was better: “Have a good day.”
“I’m better than that, I will not stoop to her level” I think.
I leave the poor lady standing alone in her back room with the other suitcase. Her behavior has caused me to hate the company she works for, and influence others to do the same. The flights to and from were bearable, but United needs to work on training their staff. No matter how fast you fly from point A to point B, if someone threatens to file a police report for a mistake you’re genuinely sorry for, you’re experience flying is a little bit damaged.
It doesn’t help that MSNBC has called them “The Worst Airline Ever” and there is a website named Untied.com dedicated to the demise of this horrid airline.
If you had a good/bad experience flying with United Airlines, I would love to hear about it in your comments.
Chris Brogan and Edward Boches visit Emerson Social Media’s Class
On Tuesday December 15th, Edward Boches and Chris Brogan will be present live and through video chat. Although they are both know as “influencers” in the world of social media, there is a difference in their respective blogs.
On Chris Brogan…
A ten-year user of social media, Chris Brogan is identified as a source of information when dealing with any and all social media. His blog can range from discussing product or service reviews (like Google Wave) to guides on how to start a moving business.
Brogan’s goal is to provide businesses and organizations on how to use social media and social networks to build relationships. He is the president of New Marketing Labs, a social media marketing firm which boasts clients like Pepsico and Sony.
A reader of Chris Brogan’s blog would be someone hoping to join in on a conversation about how businesses or products use social media. Brogan does not have a preaching tone and there is always great discussion in his comments about what readers feel about his blog post. With Brogan, there is more of a call to action for brands looking for more social media knowledge. He has a “work with me” tab, and also links to his company.
I would challenge the idea of a sponsored post that Brogan occasionally puts on his blog. I feel as although there are specific guidelines that one should write about. Sponsored posts are moderately new to the social media world and there is controversy since social media is often focused around “conversation” and “genuine-ness”.
On Edward Boches…
As the Chief Creative Officer of mullen, Edward writes about his experiences in the Advertising industry. His name has been closely tied with the term crowdsourcing and is seen as another strong thought leader in the field of social media marketing.
Edward and I know each other from his pet project he has started called The Next Great Generation, which is based off a crowdsourcing model of Generation-Yers writing on topics ranging from sex to brands.
I was able to interview Edward and this is what he said:
1. What are your thoughts in terms of being a “thought leader”?I don’t try to be one, I’m flattered that I am. I think I am learning more than I am taking, and I am always obligated to share what I know. 2. When you first started writing, was there a specific target for your blog?I thought CMOs and big time clients would see my blog. But that’s not who actually came to my site. Instead, peers, people from the advertising business, young people are coming to my site. 3. How do you react to challenges on your thoughts?Some of the times, I end up agreeing with them and change my mind. Other times, I argue politely. If you are open minded to contrasting point of views, you can learn and develop your own thinking, and become more focused and clear. 4. Is there anything you are proud of about your blog?I’m glad it has stimulated conversation. Writing blog posts should be the beginning of a conversation, not the end of one. Instead of being “proud”, I am more pleased with stimulating conversation that matter to this business. 5. How do you feel about people calling themselves “experts”?You can only be experts in things that have hapened in the past. You are less likely to be successful, because its best to talk about something when there is always more to learn. Declaring yourself an expert is arrogant, there is always something new — whether it be technology, consumer behavior, or travel.
Edward’s blog is a reflection of the things he practices and preaches. He focuses on consumers and their interaction with content and media. This allows for marketers to understand their viewpoint, to interact and connect with the community. There is no call to action as strong as Brogan’s blog because his intentions are different, Edward is willing to share and stimulate conversation.
When you first arrive at my blog, you see a screenshot of me in mid-sentence glory. Snapshot of the following is dumber-looking:
I used the video uploading service Vimeo to host my little blog biography instead of the all-famous YouTube. Here are 3 things that Vimeo embodies that YouTube can learn from.
1. CUTENESS
The design of the website is simple, colorful, and convenient. Instead of wading through the sharp corners, broken links and the endless pit of pop-up advertisements, Vimeo allows the user to surf safely and efficiently.
2. Simple (lite)
For users on the go, but still want to have a say - Vimeo offers a feature YouTube does not: Like.
Although YouTube has the “favorite” feature, it is not featured on the video screen and does not compile all of your favorites, videos, and groups, channels and albums in a congregated, multi-colored space on your profile.
Uploading is also extremely easy, you don’t even need a title to start uploading your video.
There is no 10-minute limit (like there is in YouTube) and it allows for users to express their inner artist.
3. Specific Audience
Vimeo targets a specific group of people, and has a strong community surrounding it. Vimeo began with giving users the ability to upload HD content where as YouTube has started a couple months ago. Vimeo promotes people who are looking to upload and share higher quality videos versus a multitude of videos. I was looking at a forum topic in the community, and came across Jason R Johnston. He said this in a forum called “Vimeo vs. Youtube”:
Vimeo is quality over quantity.
I am a Plus member because I believe in Vimeo and what it stands for. I’m an artist, I’m not a child, and I want to be surrounded by like-minded individuals who believe in my work as much as I believe in theirs.
YouTube needs to learn about the community aspect, there are currently so many users on the site that everything is clustered. Also, the lack of segmenting the website into more sufficient categories makes navigating through it difficult. Hopefully, Vimeo will serve as a model for video uploading websites and promote quality, not quantity.
I’ve fallen in love. Plastolux has made it on my Google Reader the second I went on to the website. It features modern minimalist design from all around the world. I can’t believe I haven’t seen this before! They have tabs from “DIY Modern” to “Office and Workspace”. I’m in love with this blog. Check them out!
Victoria’s Secret uses social media to build loyalty towards the brand by offering online-exclusive deals and web-only content. Their Victoria’s Secret and PINK lines both have a strong online presence, which serves as sources of information for current and existing customers. This information allows users to gain more knowledge about the brand, and pay attention to the news VS is sending out.
Their use of social media sticks mainly towards social networking sites, implementing Facebook in both of their Victoria’s Secret and PINK lines. Both sites have 1 million fans each, so every broadcast of news has a large outreach.They are connected to a very strong (persistent, I might say) e-mail marketing campaign (their call to action is written across every webpage) and Pink Nation, an exclusive club that designates web-only offers to those who join. Stephen Squires from Ignite Social Media comments on their social media interaction as only “email sign-ups and personalized accounts for shopping their online store.”
For current events like the Victoria’s Secret Fashion show tomorrow, Victoria’s Secret leverages their social media presence to promote this event to their followers.
Their current use of video live streaming of the event has also attracted a strong following, with their use of live streaming in the video below:
How Small Businesses Can Use Emerson College to Benefit
I attend Emerson College, I’m a senior in Marketing Communications and the first thing I should have done is analyze Emerson’s OWN marketing ability (specifically towards social media). So here are 3 things that Emerson is doing well and 3 they are doing poorly, and how you can use this to your advantage.
1. NO SOCIAL MEDIA PRESENCE
This is the front page of Emerson College’s website. Nowhere on the page does it have any links to Twitter/Facebook/Linked-In that students can find out crowdsourced content from students/teachers/faculty. (Read about my post on crowdsourcing and small businesses here)
At the bottom of their home page, they have a call to action to join them on the multiple sources of social media platforms that they are active in. An excellent way to connect and get more information on how they are interacting with the us.
For small businesses, having a bar/call to action on your homepage to multiple resources of social media platforms will be extremely useful to your content. It makes you more credible and reliable, because you will have a place for clients/prospective clients to see what others are organically saying about you.
Emerson is the only college in the country dedicated to communication and arts. It also sits in downtown Boston, and many of the crimes it is required to report occur at a nearby subway stations or in adjacent parks or nearby sidewalks, rather than on Emerson property itself. “Emerson College is an extremely safe campus with little or no crime on campus each year,” says Andrew Tiedemann. “Any crimes that happen on Boston Common and in the subway station show up in our report but do not involve our community. “ Still, its students are regularly on that subway, in that park, and they also live in apartments nearby. The school reported more than 80 robberies and 60 aggravated assaults, almost all near campus rather than on it, in 2007.
Given that they did offer a comment to the Globe, however it was brief and only offered an excuse to the ranking. Other reactions to the news was not documented in any accessible area. No mention of the bad news or reaction to it was ever shared to the Emerson Community either.
In any case, if it’s on the internet, everyone can see it. There is no filter or attempt to block information anymore, and its more credible to any company to just accept the negativity and turn it into a positive by either giving an in-depth reaction in a channel that we are all able to access, or reacting to the source outlet directly (commenting on the blog post)
3. No outreach to potential students cohesively
Their Twitter page tells the entire story. Emerson’s Facebook page only has content from their news feed (which can be found on the Emerson Website) there is no outreach to people interested. The Facebook page has no discussion board, and on top of that, comments are blocked.
In order to cohesive develop a brand, the brand must give content worthy enough. All Emerson’s content is completely recycled, and although they have a Twitter page, they do not have any sort of content or outreach. The way to gain loyalty, is by provoking organic content.
Although Emerson College does have many repercussions, there are some things that I do give it merit.
1. Good content
The broadcast method may be shotty, but what Emerson comes up with is quite good. Emerson MarComm has a large Twitter following which connects to their followers and their community.
2. Facebook presence
For Emerson’s Class of 2012 Facebook page, the class council is located as admin and used as a leading tool for other Emerson 2012 students to seek help/resources.
For any small business, it is important to divide any segment to discuss relevant topics, as Emerson has done with their years, discussing the updates and news of any specific company is important.
Get some love: Social good and your product = goodness for everyone
Gucci’s special collection to benefit Unicef
I have to say, any company doing social good gets me. For my generation, a large company is a money-taker, not a money-giver. For a company to give back profits and awareness to a specific cause about an issue at hand, gives me a reason to forgive that I just spend $2,000 on a handbag - because I know a fraction of that is going to help someone/something.
I read from If It’s Hip, It’s Here(a FAVORITE blog of mine, please subscribe to it), that Gucci has a new collection of accessories inspired by the book Snowman in Africa by Michael Roberts.
Adorable in its design, images from the book are printed on the bags, keychains and wallets: all Gucci designed, it’s adorable.
On the other hand, we have TOMS shoes. Their business is modeled after the One for One idea, where every shoe you purchase, one is donated to a child in need.
They’ve given over 150,000 shoes to children in need, and continue to be a favorite brand amongst us. They live and love their brand through and through, and continue to give to the underprivileged.
They’ve been getting much press coverage lately, and interesting partnerships. Digg, a social bookmarking site, announced a limited edition shoe (pictured above) of their own. Now Digg is able to give their two cents towards social good, and Toms is able to leverage the huge network Digg has to their readers/followers. Win/Win.
In the end, social good will get you noticed. We all want to feel like our money is going somewhere. If we feel good about purchasing your product, we will come back. Money spent giving to underprivileged children in India, or starving families in Africa is way worth more than putting thousands of dollars in a newspaper ad or TV spot. For your own benefit, who knows what partnerships may come your way that no amount of ad revenue can generate?
World of Warcraft characters use this hack to get into a territory (in this photo, Stormwind of the Alliance faction) They use a robot hack to create level 1 characters, drop the character from really high up, and they die in a way that creates a part of the letter.
Even though GMs (Game Masters) are extremely adamant about taking out this sort of “spam”, it’s extremely effective. This specific advertisement is a gold-selling website, where you pay real money for WoW money.
Advertising in an area that does not have any advertisements gets my attention (even though it is done unethically). The creativity behind this “dead” ad if you will, is both humorous and creative — an excellent tactic to gain buzz.
