With the emergence and mass-adoption of social media, marketing buzz words are now on steroids. So, here at the Ocean Agency, we thought we would help out business owners by translating marketing buzz words and break down how they can improve your business, minus the marketing speak.

1) Augmented Reality

Definition: Augmented reality (AR) is a term for a live direct or indirect view of a physical real-world environment whose elements are merged with (or augmented by) virtual computer-generated imagery – creating a mixed reality.” (Wikipedia)

Our Definition: Mixing technology into physical real-world experiences

Example:

Does augmented reality make sense for you business? Possibly.

Here is one example:

If you’re a restaurant, you could have the food items on the menu reveal themselves in all 3-D glory.

Obviously, augmented reality is expensive to produce, but the future lies in digital experiences mixed in with consumers physical spaces that tell a compelling story, or, more importantly, offer some kind of value.

Biggest take away for your businesses: Incorporate technologies that improve the experience of your customers.

2) Geo-Location

Definition:” Geo-location is the identification of the real-world geographic location of an Internet-connected computer, mobile device, website visitor or other.” (Wikipedia)

Our Definition: Identifying and targeting  customers based on their location.

Examples: Foursquare location targeted specials and advertisements:

Does geo-location make sense for your business? Probably.

This one is definitely living up to the hype thus far. With the expansion of social networking on mobile devices, people are sharing their location data at an increasing rate. Businesses can create relevant ads on these platforms that aren’t intrusive.

With this data businesses can help consumers make decisions, save money, and build brand loyalty. A win-win for both brands and consumers.

Something to keep in mind:

Recently, Foursquare has partnered with a variety of major media outlets like BravoTV and the New York Times. The only incentive for users from these partnerships?

A Bravo TV or New York Times Olympic Badge.

These are great incentives for Foursquare addicted PR, communication and markerting types, but in order to encourage mainstream adoption the incentives will have to increase.

Biggest take-away for your business: Make your place of businesses a true destination. People share their location to gain incentives and because it says something about them. Ask yourself this question: Would people want to tell the world that they are at your place of business? Why? Why not?

3) Brand Utility:

Definition: “The brand utility method is concerned less with feature sets and more with functionality. How can your products make the lives of consumers better? That is the question that a brand utility advertising campaign seeks to answer.”  (Printing and Advertising)

Our Definition: Improving the lives of your customers to inspire loyalty in your customer base.

Example:

ING Direct.

If ING Direct is a bank, why does it have cafes in major cities in the US?

Brand Utility.

The ING Direct cafe offers free wifi, $1 coffee/tea and $1 pastries, in addition to employees who know all about ING Direct products.

They improve the lives of their customers by offering discounted coffee and food and even give those with an ING direct account free coffe or tea on Fridays. The ING direct cafe concept is a perfect example of brand utility, and it makes incentives offered by other banks look lame/miniscule in comparison.

Biggest take away for your business: If you improve the lives of your customers, they will thank you publicly and keep coming back.

What can you do to improve the lives of your customers in a way that fits with your overall brand message?

Alright, now it’s your turn. Business owners:

Would you use these tools in your marketing plan? Why or why not?

While social media experts and consultants may tell you to “crush it” , become a “trust agent” or harness the power of the “groundswell” they generally underestimate  the time, investment, and strategy that goes into effective social media marketing, PR, and branding.

With an ample time investment, a targeted strategy, and fresh and relevant content, your chance at social media ROI is great.

However, If your company is not winning with social media, I want you to ask yourself one question: Has everyone in your company bought into the idea of being open, transparent, honest and– wait for it, social?

Unless you  are already a household name, the best way to get something out of social media is to invest in it. Put in the time, put in the effort, and, eventually, the return will come. So go ahead, be a social company. Your patience, time, and energy will pay off, I promise.

Here are examples for you skeptics.

1) Threadless — Threadless is a great T-Shirt company from Chicago that has built out an impressive fan page that really reflects its brand message. This recent Adage article claims that brand experiences are the new advertising– when you look at a facebook fan page like this you have to agree.

4) Addidas Originals — Fashion brands have always understood the importance of design and messaging. Addidas Originals have a really well designed and beautifully branded page. The experience you get in an Addidas Originals store really translates to the Facebook fan page. Also, with a focus on originality they have built out an innovative page where the focus is on “you”.

5) Red Bull– Red Bull, like Jimmy John’s has made Facebook their interactive hub. I really love how they integrate the Twitter profiles of the athletes the sponsor directly into the fan page. We all know that integration is key to SM, and the Red Bull fan page is a great example of how to do it.

6)Bud Light Golden Wheat — Miller Light has marketed itself as the domestic light beer with the most flavor. By introducing Bud Light Golden Wheat, Budweiser is fighting back, and has taken this message to its Facebook Fan Page. It has a neat interactive element where you can place gifts on your friends pages and participate in polls as well.

7) Carrot Creative — A social media marketing company from Brooklyn, Carrot has worked with some enormous brands and has really done a good job of connecting design and social media. My favorite part about the page? In order to learn more about them, you have to become a fan:

Screenshot 1:

And once you become a fan….

8 )  Buddy Media is an agency that has primarily focused on building facebook pages and applications for clients. Their page does a great job of incorporating their website directly to their Facebook page.

9) Snow Patrol , the alternative rock band with members hailing from Belfast, Glasgow and London, epitomized their love for music in this interactive Facebook “Pub Trivia” that pits fans against fans and friends against friends. The page both captures the bands passion for music and is aesthetically off the charts.

10) Southwest Airlines carries their “bags fly for free” message throughout its Facebook page, engaging its consumers by asking the question “What would you do for $100?” By asking its fans to submits video replies, Southwest fans are offered the chance to win a vacation AND help the airline create what’s bound to be interesting content.

11) Red bull sends fans on a scavenger hunt for the brand’s energy shots with the help of clues. This fan page does a great job of giving its fans a completely red bull experience. It’s all there: high energy clues, fast reaction time, intrigue, providing one winner to fan page fame and a trip to Red Bull BC One in New York.

12) Coors Light made its fan page the ultimate authority on the NFL, offering contests, fantasy football leagues and advice for fantasy football hopefuls. Coors Light also partners with ESPN’s Sportscenter to provide a rundown of the Cold Hard Facts. This page did a great job making itself the go-to.

13) Coca-Cola — Coke has done an amazing job of incorporating all of its social profiles into one place. It has created a beautifully designed page that really gets its messaging across. I can’t help but smile when I’m on the page, which I’m pretty sure means that it is a success.

14) Nike Sportswear –  I may be personally partial to this fan page because I love the Nike Sportswear line, but the integration of Ustream on the Fan Page, and ecommerce is really neat.

Their video page is also done very well:

So what can we learn from these fan pages? There is no excuse anymore for a stock fan page. Use these pages as inspiration!

These days social media may get even more press coverage than the recession. Most executives and business owners know they should be using social media, but everyday i’m shocked by the sheer number of companies that have little to no social media presence. Based on what we hear in our everyday dealings with clients here are 9 common excuses barriers to entry:

1. Time
“We just are too busy to use social media.”

We hear this all the time, and is the number one most common excuse. The thing is, you can be effective on social media in as little as an hour a day. Make a daily, weekly, and monthly checklist for your social media presence that keeps you on task and focused. You’ll be surprised at how quickly you accomplish your social media goals. The power of social media is too great to ignore, and an hour a day is a small sacrifice to make for a great social media presence.

2. Lack of staff

“We don’t have anyone who understands social media.”

Well, change that. Consult with a social media expert, invest in some social media guidelines and then get your feet wet. Once you get going with social media, you’ll realize that anyone who is personable and understands people will excel on the platform. Everyone has a people person on their business roster, now just turn them into your social media rockstar.

3. What’s the ROI?

“So if I put all this time and effort into social media, what’s the ROI?”

There is a plethora of literature out there that shows the power of social media for businesses. Some of my favorite articles on this topic are from Mashable, Chris Brogan, Intereactive Insights Group, and Decker Marketing. The key point to drive home is that the cost of social media marketing is minimal compared to the cost of traditional marketing. What CEO or CFO doesn’t want more value for their marketing or PR dollar?

4. Fear

“We’ve never really done anything on the internet before.”

Somehow, there are plenty of people who think that the internet is just a giant virus cesspool filled with porn. Well, on some level they might be right, but deep down they also understand that there is a reason why there are 250 million active users of Facebook. The best way to combat fear is to provide examples of interesting things that like minded business are doing with social media.

5. If it ain’t broke don’t fix it

“We’re doing well as it is”

Many businesses we talk to are doing extremely well and do not see the need for more marketing. Social media is about more than marketing, it is also about PR and branding. Do you want your business to be viewed as behind the times? Why not build an active community around your already loyal customers. The best way to ensure constant growth is an engaged customer base, and social media gives you the tools to build brand exceptional brand loyalty.

6. Our competition doesn’t do it yet

“Our competitors aren’t using social media, why should we?”

This is like praising mediocrity. Don’t you want to be better than your competition? Stand out from your competitors by using social media to market events and products, to humanize your brand, and build a community of customers. Don’t blend in, stand out!

7. Customers don’t use social media

“Our customers aren’t the types who play around on social networks.”

There are very few industries left where customers do not use social media at all. Here are some great stats to argue your point via Econsultancy. Everyone’s customers are on some form of a social network, whether it is Youtube, Facebook, Myspace or Twitter some of your customers are there. If you really believe that your customers aren’t on social networks and your still making a profit as a business, the power to expand your customer base via social media is immense!

8. Afraid of backlash

“What if someone says something bad about us?”

We’ve all heard the stories of brands getting ripped via social media. The good news is, if you respond correctly you can return negatives into positives and illustrate yoru companies excellent customer service and dedication.

9. Don’t know what to talk about.

“We’re just not that interesting”.

There is someone who is interested in what your company does. Take them behind the scenes, show your personality, and give people a sense of what you’re really about.

Now you have the tools to challenge anyone who is stonewalling the social media revolution!

This study, although not exactly perfect in its design, raises many questions about the end goals of social media usage. On any given day you can read  hundreds of articles that praise the power of social media. As a brand it gives you the potential to interact directly with your customers in a unique way. It allows you to build a community around your brand, and increase brand loyalty. Lastly, visibility through social networks can increase brand awareness and draw in new customers.

On the individual level, “Personal Branding” is a buzz word in the social media world these days. Young people in particular are embracing the notion of creating a buzz around their own personal brand and building a website and interacting online in a way that reflects their skill-sets and potential.

What underlies both individual and corporate social media strategies? Arguably, “Self-promotion, narcissism and attention seeking.”

But what does this mean? Is social media just a fake world of self-promoters and greedy businesses? Or does it reflect real world interaction, just moved onto a different platform?

I think there are a couple of things going on here.

1) Social media reflects our obsession with fame.

• Anyone can be famous (Spencer Pratt), and now it is easier than ever to do so using social media. Everyone can be a celebrity and have a following with varying degrees of success.

2) Social media reflects our obsession with contrived uniqueness.

• Hot Topic is the perfect example of this. In attempts to be unique, somehow groups of people end up rebelling in the same way. Social media can be viewed this way, we all wanted to stand out, so we joined social networks with hundreds of millions of people.

3) Social media reflects our obsession with  the American Dream and entrepreneurship.

• We love stories when individuals or brands go from rags to riches and online marketers love it even more when they leverage social media to do so. Social media is like the idealized American marketplace, where the playing field is equal, and with the right amount of hustle and intelligence anyone can succeed. Unfortunately, like the American Dream, this story is a rarity rather than an everyday occurrence.

There is a certain amount of narcissism, self-promotion, and attention seeking that determines our everyday interactions, online or off. Social media is just the latest tool to craft our own personalities. Whether for better or for worse, it’s here to stay.

Image via Audible Marketing

Dhan’s blog post focused on the lack of male “lifestyle” bloggers in the cool blogger community he helps to run, called 2o Something Bloggers. The response to the post was amazing, with around 80 comments thus far examining the impact of gender on blogging, and lots of different theories as to why men and women blog differently.

The theories ranged from a woman’s need to be connected socially, to society’s  gendered expectations where men are pushed to be experts and   women are pushed to be popular.

I’m not going to claim to know the answer to this complex question, but I think it would hep to look at some examples of men and women who are excelling in social media and interactive marketing (these are ranked in no particular order):

1) Julia Roy: She is a social strategist at Undercurrent, a “digital strategy think tank in NY”. She has a very impressive and active twitter presence and just about all around dominates the social web.

2) Sarah Evans : She runs her newly formed digital PR firm, is a guest writer for Mashable and is leading the pack in re-branding public relations. If every PR person was like her, we would not think of them as evil spammers but rather as talented and connected human voices.

3) Monica O’Brien: She is taking entrepreneurship back, and building a community around young people who see the world outside of a 9-5 — while still making money to support creative and fulfilling lifestyles.

4) Scott Klienberg: He is a social media specialist for Red Eye, and the Chicago Tribune. Really interesting voice with a great following.

5) Derek Shanahan: He is one of the community managers and trust agents for the 20 something blogger social network, and a very talented blogger.

So looking at these examples, are women better at social media?

Honestly, it is a really complicated question that has no easy solution. My two cents: Men and women can both connect with others on social media equally– but it is less socially acceptable for men to do so. I really feel like this will change, and here is why: In this economy, you need to market yourself and your personal brand. Whether you are a small company, an individual, or a fortune 100 company– you can not afford to blend in.

Social media may be the most effective branding tool ever created. It allows you to show personality and interact in unforeseen ways. People are beginning to realize that this translates in to profits for corporations and a leg up in the job search for individuals. Take the example of Sydney Owen, she just graduated college and is already becoming a powerful voice in the PR industry based on her blog and social media hustle.

Stories like hers will inspire millions to embrace the social web, and I bet that  these gender dynamics will even out.  What do you think?

1) Social sites worth using:

LinkedIn. While this seems obvious (everyone knows it’s made for professional networking), many are under-utilizing the service. Don’t just have a profile, be an active members of groups and associations that relate to the industry where you’re looking for employment and answer questions if you feel comfortable. If not, read the question and answer exchanges, it’s amazing what you can learn from discussion among professionals.

Twitter : If you’re looking for a job in the interactive or online space, connect with influencers in your industry on Twitter. Interact with them, share links with them, and comment on what they share. Twitter is a perfect way to get a handle on the industry that you want to join, and even do some networking that will help you find a job. Also, the things you share on Twitter do not have to be exactly related to the industry you want to join, but they do have to bed somewhat interesting. Have a good balance between links and interactions that show your personality and professional links.

Facebook: Facebook is great for showing potential employers more about you personally, but be wary of having things on there that would turn them off.

2) Other Ideas

Blog: This doesn’t necessarily mean that you need to start a blog– but you should be familiar with the top blogs in the industry that you are looking to join. More than that, if you are an active commenter, or even comment a few times, potential employers are reading the same blogs as you and will notice. There is also nothing more helpful for an interview than talking with the interviewer about a blog post that you both read this morning.

Google Alerts: Studying the company’s web page may not be enough. Set up a Google alert with the company’s name in quotes to see what people are saying about them around the web.

3) Be found online.

Using social media can really increase your search engine visibility, something that is extremely important as every potential employer will Google your name (or use Bing if they’re old). Think about ways keep your name and email address active on the web, so that you rank well and are easily found.

The job  search these days is not easy, the good news is that an effective use of social media can really give you a leg up. These are just a few ideas.

Never stop marketing yourself, but do it in a way that is interesting, shows personality, and ads value to the internet.

The truth is, while the economy may not be in the best shape, those who are using social media effectively are getting hired. So go forth, do some research, and get your name out there!

And hey, these guys look like they’re hiring:

If Don Draper was both a real person and alive today (just go with me here people) I feel like he would be fascinated by the evolution of the advertising world. Most of all, he might salivate, in a very cool and debonair manner of course, at the integration of so many forms of mass media.

Playboy partnered with AMC and branded the archives section of their website. If you go to http://www.playboyarchives.com, the centerfolds from the 1960s are highlighted. The 1960s playboy archives fit perfectly with the look of Mad Men, and both Mad Men and playboy are fresh vintage in a way that they both influence the future. Smart move.

Mad Men is successful because it convincingly teleports viewers back in time, while still remaining relevant to Today’s world. The show captures classic cool, where characters carry themselves with class and confidence while remaining internally scared about an uncertain future.

Sound familiar?

Today’s social media gurus, interactive designers, viral marketers and the like are the Don Drapers of today. We sell happiness, while we all are uncertain about the future of our industry and the world.

Viral marketing agency Deep Focus, has put together a great viral campaign for AMC and Mad Men thus far. People are definitely buzzing about the premiere, from the Mad Men yourself website, to tweet ups and the like.

AMC’s marketing efforts are to be applauded. They have stayed true to the Mad Men brand (joining with classic Playboy is genius in its simplicity), while embracing the latest powerful marketing tools. Don Draper would definitely approve: A product with a clear message that hinges on nostalgia, powered by the best technology to reach a mass market.

The tools have changed, but maybe Don Draper would be a successful marketer today after all. What do you think? Even better, who is the Don Draper of today?

Oh, and don’t forget about the Liveblog. More news to come!

While many agencies are great at telling their clients how to succeed in a world of social and interactive media, their own presence is lacking.

At the Ocean Agency, we’ve had a lot of success building interactive web campaigns for clients, but now it’s time to practice what we preach.

We have a lot of fun in this office, and have characters with a lot of personality. We have strong opinions, and are just pretty interesting people overall. Over the next few months, you are going to get to know us. We are successful at what we do precisely because of the personalities of our employees matched with an office atmosphere that encourages both productivity and personal growth.

Great ready to hear more about what goes on here, on a personal level.

One of the things we love here at the Ocean Agency is the AMC television show “Mad Men”. In fact, Jacqueline Zenn (@jazspin, @seogroup), our Interactive Marketing Manager, seems to think that The Ocean Agency is the Sterling Cooper of 2009. Now, I won’t go that far, but it is amazing to work in marketing and think about how far we’ve come and what actually remains the same in marketing from Don Draper’s day.

So, if you’re a friend of Mad Men be sure to join us for our Liveblog of the Mad Men season premier on Sunday the 16th at 9 PM central.

Now, if you’re not familiar with what a Liveblog is, well, it’s essentially a real time conversation, but on the computer. Imagine if you were sitting chatting with your friends while you watched a TV show. Ok, now add laptops and you’ve got a liveblog!   You can even include all kinds of real time comments from Twitter and readers from all over the globe.  You can even include pictures, videos, and links in the platform.

All you have to do is come back on Sunday night and the Liveblog will be up and running. If you’re anything like us, you tend to be at your computer while you watch TV anyway– why not follow along with some entertaining and smart commentary as you watch?

Are you a big Mad Men fan? Would you like to be involved in the liveblog? Send a direct message to The Ocean Agency on twitter. Be sure to tell your Mad Men watching friends too! Can’t wait to see you (well at least virtually) on Sunday!

Their latest integrated campaign is for the release of the P Rod III, a new skateboarding shoe. In an extremely smart move they are generating buzz for both the product and commercial online before it airs on television. Many online marketing companies forget the power of integration–most well known sites and viral hits explode first online and then hit their tipping point because of mainstream  media coverage.

Nike has created a commercial that is so good that the commercial itself is the story. That should be the goal for every viral marketing campaign: Come up with a campaign so interesting, so unique, that it is a story in itself.

The commercial is also targeted perfectly. The background song, Ice Cube’s “Today was a good day” is a 90s west coast classic that is now primed for a resurgence. The feel of the video speaks to both skater rebelliousness and an effortless sense of cool that every skater (and teenager) tries to achieve. Nike has done it again– stayed on brand while remaining edgy, and leading the marketing pack.

While the Nike P-Rod commercial is not a typical viral video, it is having the same effect. Gone are the days when viral videos are only of pets doing stupid things, shot with a home-made camera.

The future of viral video lies in higher production values that retain the same viral spirit that created viral hits.

The Nike commercial works as a viral video because it is heavily stylized but it is still believable– P-Rod just might go to those skate spots and run into Kobe on any given day.

This exemplifies marketing in the new social economy.

Brand your company in a way that is genuine and open. Focus on targeting your advertising to groups online who will buy your product, and tailor your marketing plan to provide something of value to your customers.

If you provide something that is entertaining enough, or of enough value, you will then spark a conversation that cannot be stopped, especially once it is picked up by mainstream media. It all begins online, and video seems to be the medium of choice for sparking the conversation.

What is your brand doing with video online? Looking at this Nike video makes us at the Ocean Agency want to do a lot more….