Mascots in Social Media

Ashley Haugen

Tony. The King. The Captain. The Gecko. They are all ferociously joining your ranks on social media sites. Don’t say I didn’t warn you when the M&M’s start tweeting. That’s right, I’m talking about brand mascots, and they have also jumped on the social media bandwagon.

Mascots have been used for years to increase brand awareness and create a more personal connection between consumer and business. Mostly relegated to meet and greets and traditional media, mascots haven’t had much exposure to status updates and 180 character limits. Until now.

With sites like Facebook and Twitter, brands now have a place to create a more personal and interactive relationship with consumers by using their mascot. The brand mascots that people have come to know and love are able to show off their unique personalities, while still promoting their company. Utilizing the mascot on social media allows companies to bridge the gap between professionalism and approachability.

Beth Mansfield, director of public relations for Carl’s Jr. and Hardee’s, (whose mascot is Happy Star) puts it nicely, “With social media you have to be engaging and have a one-on-one voice. It’s much easier to have that one voice be Happy Star instead of the marketing department of Carl’s Jr. and Hardee’s. If we signed our Facebook posts ‘from the marketing department,’ that would be a little awkward.”

Some of the more recent social media mascot campaigns include ReuniteM Campaign with M&M’s, and Flo, the Progressive Insurance Girl. The ReuniteM campaign is offering consumers a chance to win prizes for finding the five M&M characters together. You just have to buy selected packages of M&M’s milk chocolate candies and look for all the five characters printed under the wrapper.. The grand prize is worth $100,000. The candy brand has about 2.2million fans on Facebook, where the “yellow” M&M posts updates.

Flo, the Progressive Insurance mascot, has also become increasingly social. She has her own Facebook page separate from Progressive Insurance. With over 3 million likes, her fan page allows people to see more of Flo’s character, while gaining exposure for Progressive.

I’m sure more and more brands will recognize the potential social media has for increasing mascot value, and in turn, increasing product value. It’s a great way to have consumers connect with the often original and entertaining mascots. Now if only I could Facebook chat the Aflac duck...

Ashley Haugen is a Gustavus Adolphus College alumna. She has had Marketing experience working with such organizations as the LOFT Literary Center, the Gustavus Marketing Department and the Ordway Center for Performing Arts.

Building a data-driven brand

Mark Price

Last week, a prospective client challenged me about the relationship between branding and database marketing: “I am worried that we will lose our brand by customizing marketing around customer data,” he said, “Our brand could end up standing for nothing.”

The challenge exemplifies the paradigm change that data-driven marketing presents to traditional brand managers.  After the focus groups, the creative development with the agency, and the spending – they fear that personalization will make their efforts (and perhaps their jobs) obsolete.  And that fear is not unreasonable.

Increasingly, “brand enhancing” mass media spending is being replaced with direct-to-customer and social media marketing.  If these trends continue, then many brand specialists could find themselves working at the local convenience store. That is, if you define the “brand” as a package of static benefits targeted at the lowest common denominator customers (usually something like “women 25-54”).

However, if you are willing to reinvent your concept of brand, then customer data becomes a huge asset that will revitalize products and ultimately your company as a whole. If a brand “identifies one seller's good or service as distinct from those of other sellers” (American Marketing Association), then the key aspect of a brand is competitive differentiation.   

Database marketers have the same goals as brand experts -- make the business distinctive from the competition – so distinctive that customers will reduce their clamor for discounts and instead go out of their way to purchase your products/services.  If not, customers will price-shop you to death, reducing margins and your ability to sustain a growing business. Why risk being treated as a throwaway commodity?  Database marketing will position your business with meaningful benefits.

Here are three ways that brand managers can immediately leverage database marketing:

•  Understand customer segments.  Your business is NOT a single, homogenous” group of customers who all behave the same.  Database marketers have long understood the value of segmentation – grouping customers by behavior patterns and attitudes.  Use that insight to craft brand promises that appeal to each segment. For example, the promise of free returns appeals to customers who are newer to your company and may not be comfortable yet with your products.
•  Test and measure the “authenticity” of the brand.  By identifying specific customers in each segment, you can better target your research and testing exactly to the right people, which increases the accuracy of measurement (while reducing the costs as well!)
•  Provide tangible business results (return on investment).  Build your brand promise, customized to the segment, into tests that database marketers frequently conduct, and measure the incremental results.  The incrementality of your branding efforts will speak to executives in terms of dollars, building credibility for the brand and for you.

Ultimately, customers are seeking brands that meet the fundamental promise, “you know me.”  You know who I am, what I want and where I live.  You respect my time and go out of your way to make a difference in my life.  Brands that meet THAT promise are destined for higher levels of customer retention, profitability and sustained growth. 

Build your brand around that promise, customized to segments, and you will see greater results in the business and in the boardroom.

Mark Price is Managing Partner of M Squared Group, a consulting firm focused on understanding and building customer relationships, and the author of the blog “Cultivating Your Customers,” where he writes about practical approaches to improve customer retention and overall customer value.

Google+ Resources, How-To's, Tips and Tricks

Brandi Palechek

At the end of June, Google launched a beta version of its latest venture into the social media landscape, Google+. Judging from its record breaking growth and the sheer volume of articles, blog posts, Chrome extensions, specialty sites, and enhanced features that have emerged in the past few weeks alone, Google+ is definitely here to stay. Whether you are a network newbie or pro Plusser, I've gathered up a few resources, how-to's, tips, and tricks to help you get the most from your Google+ experience.

Getting Started

Have you received a Google+ invitation, but don't know where to start? This list of links will help you learn more about its unique features, show you how to set up your profile, as well as explain what makes Google+ so cool and help you understand what's got everyone so excited.

Your complete guide to Google+

CNET Associate Editor Sharon Vakin complies the best tips, guides, and tweaks to teach beginning users how to master Google+.

Google+ Tips & Tricks: 10 Hints for New Users

Amy-Mae Elliott from the social media and technology news hub Mashable shares 10 tips and tricks to help Google+ newbies go from novice to pro in no time.

What’s So Exciting About Google+ – An Overview

Author and social media maven, Mari Smith, shares her first impressions of Google+ and why she thinks the new social network will force Facebook to step up its game to stay competitive.

A guide to controlling privacy, info on Google+

Concerned about privacy? MSNBC's tech blog offers newbie (and pro!) Google+ users a step-by-step guide on how to set up privacy controls, including tips on how to access and update some of the social network's not-so-easy to find privacy settings.

What's new in Google+

Get Google+ help directly from Google with this blog that regularly updates users on the latest news and developments for the Google+ project.

Tips and Tricks

Already on Google+? Wondering how to make the most out of its profile features, circles, and hangouts? Check out this list of articles featuring resources, tips, and tricks for taking your Google+ experience to the next level.

31 Essential Google+ Resources

If you are loving Google+ so far and would like to to get more from your experience, check out this mega list of tools, reviews and tips from Mashable's Stephanie Buck.

How to Brand Yourself on Google Plus

Author and career expert, Heather Huhman shares a few simple and effective ways to use Google+ to build and enhance your personal brand.

It’s Not Who You Circle; It’s Who Circles You

One of the most unique and valuable Google+ features is Circles. In this blog post, business consultant and entrepreneur Chris Brogan discusses the true value of Circles and provides tips on how to get circled by the right people.

3 Ways To Use Google Plus In Your Content Marketing Efforts

While Google+ business profiles aren't available yet, B2B social media consultant Nate Riggs shares three ways content marketers can utilize the new social network in their everyday business practices starting today.

Google+ Hangouts: 4 Creative Ways People Are Using Group Video Chat

Learn how Google Plussers are making the most of its Hangouts feature by using it to connect with other users to teach cooking classes, host live concerts, and conduct business.

Additional Resources

Still want more? I've gathered up some additional articles that will teach even the most advanced users and Google Chrome fanatics a few new tricks.

40 Google+ tips and tricks for power users

Chrome fanatic will love this massive list of power-user pointers compiled by JR Raphael of the tech news and information hub ITworld.

The Mother of All Google+ Resource Lists

A gianormous list of resources for enhancing and improving your Google+ experience courtesy of The Next Web.

According to the latest round of rumors and Google's own official blog, Google+ business profiles are in development and will be rolled out in the coming weeks (Ford's beta business profile), games are on their way to the social network, and updates from users are starting to filter through to Google search as well as impact social search results.

While its numbers are no where near the hundreds of millions of accounts on Facebook, Google+ is clearly heating things up and creating some serious competition within the social media realm.

Have you created a Google+ profile? What are your thoughts and first impressions?

Do you have any helpful resources to share? What tips and tricks have you learned as you've explored the newest social network?

Please share your suggestions, tips, and your Google+ profile link in the comment section below.

At the end of June, Google launched a beta version of its latest venture into the social media landscape, Google+. Judging from its record breaking growth and the sheer volume of articles, blog posts, Chrome extensions, specialty sites, and enhanced features that have emerged in the past few weeks alone, Google+ is definitely here to stay. Whether you are a network newbie or pro Plusser, I've gathered up a few resources, how-to's, tips, and tricks to help you get the most from your Google+ experience.

Getting Started

Have you received a Google+ invitation, but don't know where to start? This list of links will help you learn more about its unique features, show you how to set up your profile, as well as explain what makes Google+ so cool and help you understand what's got everyone so excited.

Your complete guide to Google+

CNET Associate Editor Sharon Vakin complies the best tips, guides, and tweaks to teach beginning users how to master Google+.

Google+ Tips & Tricks: 10 Hints for New Users

Amy-Mae Elliott from the social media and technology news hub Mashable shares 10 tips and tricks to help Google+ newbies go from novice to pro in no time.

What’s So Exciting About Google+ – An Overview

Author and social media maven, Mari Smith, shares her first impressions of Google+ and why she thinks the new social network will force Facebook to step up its game to stay competitive.

A guide to controlling privacy, info on Google+

Concerned about privacy? MSNBC's tech blog offers newbie (and pro!) Google+ users a step-by-step guide on how to set up privacy controls, including tips on how to access and update some of the social network's not-so-easy to find privacy settings.

What's new in Google+

Get Google+ help directly from Google with this blog that regularly updates users on the latest news and developments for the Google+ project.

Tips and Tricks

Already on Google+? Wondering how to make the most out of its profile features, circles, and hangouts? Check out this list of articles featuring resources, tips, and tricks for taking your Google+ experience to the next level.

31 Essential Google+ Resources

If you are loving Google+ so far and would like to to get more from your experience, check out this mega list of tools, reviews and tips from Mashable's Stephanie Buck.

How to Brand Yourself on Google Plus

Author and career expert, Heather Huhman shares a few simple and effective ways to use Google+ to build and enhance your personal brand.

It’s Not Who You Circle; It’s Who Circles You

One of the most unique and valuable Google+ features is Circles. In this blog post, business consultant and entrepreneur Chris Brogan discusses the true value of Circles and provides tips on how to get circled by the right people.

3 Ways To Use Google Plus In Your Content Marketing Efforts

While Google+ business profiles aren't available yet, B2B social media consultant Nate Riggs shares three ways content marketers can utilize the new social network in their everyday business practices starting today.

Google+ Hangouts: 4 Creative Ways People Are Using Group Video Chat

Learn how Google Plussers are making the most of its Hangouts feature by using it to connect with other users to teach cooking classes, host live concerts, and conduct business.

Additional Resources

Still want more? I've gathered up some additional articles that will teach even the most advanced users and Google Chrome fanatics a few new tricks.

40 Google+ tips and tricks for power users

Chrome fanatic will love this massive list of power-user pointers compiled by JR Raphael of the tech news and information hub ITworld.

The Mother of All Google+ Resource Lists

A gianormous list of resources for enhancing and improving your Google+ experience courtesy of The Next Web.

According to the latest round of rumors and Google's own official blog, Google+ business profiles are in development and will be rolled out in the coming weeks (Ford's beta business profile), games are on their way to the social network, and updates from users are starting to filter through to Google search as well as impact social search results.

While its numbers are no where near the hundreds of millions of accounts on Facebook, Google+ is clearly heating things up and creating some serious competition within the social media realm.

Have you created a Google+ profile? What are your thoughts and first impressions?

Do you have any helpful resources to share? What tips and tricks have you learned as you've explored the newest social network?

Please share your suggestions, tips, and your Google+ profile link in the comment section below.

Brandi Palechek is an exceptionally creative, entrepreneurial marketing professional with 10+ years experience in an digital media marketing environment. As the the owner of her own digital marketing consulting firm, Brandi currently works with clients in the Publishing industry by helping authors and publishing companies to develop and enhance their digital marketing programs.

Harvesting Your Potential through Mentorship

Jennifer Broman

Initiating a professional mentorship can be exactly what you need to take your career to the next level.  Unfortunately, some professionals end up signing up for another class on marketing software, attending another networking mixer or putting in additional blood, sweat and tears at the office - in hopes of finding the ultimate cure for their professional life. Yet, no matter what is going on in your career, forming and developing a professional mentoring relationship can provide valuable learning opportunities to enhance your career and your personal life.  

How do I use a mentorship to my advantage? 

Mentorship can take a variety of forms depending on the goals of the individual mentee and those goals are meant to grow, adjust and change throughout the mentorship.  Before you meet with your mentor, take time to be reflective on your career and professional development to assess where you would like to improve and where you could grow.  Even looking at a previous performance review may be a good place to start - but remember, the goals of the mentorship should be directed by you, not your boss.  During your first meeting, share your hopes and goals of the relationship, so both you and your mentor can shape the direction of the mentorship to come. Also, continually take time in your mentorship to discuss these goals and adjust the relationship as necessary. 

How should I go about finding a mentor? 

For many of us, our employers will connect new employees with mentors at the beginning of their career.  But what happens if this service isn't readily available to you?  Professional mentorship is still a very valuable part of development and just because mentorship services and/or curriculum aren't provides, doesn't meant they're not valuable.  Some places to look for mentorship opportunities, include re-connecting with your alma mater's Career Center, a past co-worker or boss, professional organization, or an organization specializing in mentoring relationships. Or just tap your network and talk to business professionals you respect and ask them for a contact who would be a good mentor.

What makes the right mentor? 

The key to success in finding the right mentor is two-fold. Most importantly, your mentor should be someone that is able to help inspire insightful conversation about your current and desired career path.  Another important element is that you and your mentor are able to work together to make your desired career path a reality.  Depending on where you want to go: your mentor can be an industry expert who is looking to teach you, someone you go to for day-to-day advice, or a professional who can challenge you to pursue (or develop) a new career path. 

So now you want a mentor, right? 

Now that you've learned tips for finding and cultivating a mentorship, go out and find a mentor who can help you to learn, reflect and develop into become the business professional you've always wanted to be. 

Jennifer Broman is an Assistant Account Executive at Hunt Adkins, a full-service advertising agency in Minneapolis.  Currently, she is serving as the MN AMA Blog Content Manager.  Recently, Jennifer started a mentoring relationship to help her further develop as an advertising professional who is connected and knowledgeable about the industry.

How to Ask for a Raise - and Get It

Deborah Walker

When was the last time you asked for a raise? If you are like most people, you waited until you were frustrated, angry, and resentful. Not the best frame of mind for trying to make a positive change. You probably made some critical mistakes. You may have:

·         Made your appeal based on emotion

·         Given your boss an ultimatum

·         Failed to plan ahead what to say figuring you could just “wing it”

And how did that strategy work for you? Did you get everything you hoped for? Probably not.

There is a better way to ask for a raise that doesn’t involve emotions, ultimatums, or even slamming doors. The answer is planning. Be prepared with objective documentation that proves beyond doubt that you deserve a raise, and have a strategy that puts that information forward in the best possible light.

1. Research salary surveys.  If you suspect your current earnings are below average for your industry in your state, verify your suspicion by checking out salary surveys. Your state employment service agencies probably provide a salary survey for your industry. Make copies of any salary surveys you find.

Additionally, if you suspect your earnings are low within your own company, ask your human resources representative if he/she can provide the normal salary scale for your position. Ask for a copy if possible.

These two documented sources will help support the fairness of your request for a raise.

2. Prove your worth.  If you are waiting for your boss to notice what a great job you are doing, forget it. No one is paying that much attention to you. It’s up to you to prove how much you are worth—literally.

Keep a weekly journal of what you’ve done that proves such things as:

·         Creating revenue opportunities

·         Discovering costs savings

·         Helping a coworker meet or beat a deadline

·         Developing a better process

·         Completing tasks ahead of time

·         Generating good will with clients or customers

Use your list of accomplishments to update your resume illustrating the positive impact you’ve had on your company. An updated resume is your most convincing evidence that you deserve a raise. It will also put your boss on the alert that you are ready with an updated resume when a recruiter calls.

3.      Plan your strategy.  Too often, people don’t think about what they’re going to say until they’re actually in their boss’ office. That’s too late. Practicing how you want to present your case can be the final key to success in getting your raise.

Choose a friend or family member who has been in the position of hiring others, and ask them to let you practice your request for a raise.

Once you have your documentation, your updated resume, and your strategy in hand, you’ll be ready to approach your boss with confidence. And you’ll be well on your way to getting the raise you have truly earned.

Deborah Walker is a Certified Career Management Coach at Alpha Advantage who shares a strong interest in marketing and career support.