Here is the deal.  Social Media is an undeniable force.  Is anyone even talking about anything else?  Nope, not really.

I went to a Competitive Edge luncheon today where a panel of tourism industry experts regaled us with “How To Operate In the New Norm”.  They talked about team building, communicating with your employees, looking toward the future, networking in industry groups and…You guessed it, Social Media.  I could sit here and list off a handful of examples where I attended a luncheon and was lectured on the importance of Social Media.  I won’t bore you with the details, I think you get it.

So why am I blogging on this blog?  Well, I have been tasked with telling you, the fine readers of Don’t Drink The Koolaid Blog, how I, Megan Capizzi, convinced my employers that Social Media was an important avenue for Seaport Village to explore.  And to be honest, it was a gradual process.  The folks at Bailey Gardiner sat me down and said, YOU NEED TO WRITE A BLOG.  How awesome.  I LOVE reading blogs!  I was really excited about it. I could finally talk to the Seaport Village “customer” the way I had always talked to my friends and family about my job.  I would get to divulge the behind the scenes stuff!  What my favorite store was.  Where I liked to sit and people  watch.  My favorite lunch item at Edgewater Grill  (on days I’m not working of course) – coc0nut shrimp and a Mojito, in case you were wondering.  I was finally going to get to shout from the rooftops my love for Seaport Village.  And by shout from the rooftops I mean unleash my blogs onto the Internet.

Where I saw awesome opportunity and a two-way conversation, my company saw… well, a two way conversation.

Them: “What if they say something bad about our parking?”
Me: “Then I will remind them that we are the cheapest parking in downtown!  I will give them the parking tips they need to know!”

Them: “What if there is a complaint about a store?  And it is on the Internet for everyone to see?”
Me: “Then I will help right the wrong!  I will be the connection that that customer is looking for.  I can help!”

Them: “Are you sure?  You will monitor it…”
Me: “Yes! Yes! Yes!  This is going to be great.  Let’s give it a chance.”

And to their credit, they gave it a chance.  And from that, Boardwalk Betty was created.  Boardwalk Betty is Seaport Village’s social media persona.  She has gone on to create a Facebook, Twitter, Flickr & YouTube account.

I believe they gave it a chance because they believed that our product, Seaport Village, was and is a quality product.  We take pride in our little shopping
center on the water.  We want our customers to be happy.  And let’s get serious, our customers are vocal about what they like and don’t like.  Why would we not be a part of that conversation?  It is a privilege to be part of that conversation!

After everyone saw how wonderfully Boardwalk Betty and all of her blogs were being received- we were actually getting comments and feedback, hooray!- we moved into the Facebook and Twitter arena.  Similar apprehensions,  but there I was again, “People are talking about us!  People actually really love us!  Let’s make them love us more.”  These were my cheers when I put on my social media cheerleading outfit.  I wish I had a picture of that outfit, because it’s cute and cheery.  But that is beside the point.

Now, not only does the company allow me to “run with it” they are applauding my efforts.  They see the valuable conversations that are being had, the community that is being created.  On top of that, I encouraged our stores & restaurants to get on board.  We now have 14 stores on Twitter and 24 stores who have individual Facebook Fan Pages.  The conversation between the stores alone is amazing.  The cross promotion opportunities, endless!  Social media- undeniable my friends, undeniable.

So my suggestion to you, if there is apprehension in the upper ranks, ease ‘em in slowly.  Start with something that you have a lot of control over, like a blog.  You control the content and monitor the comments then hit ‘em with the big guns- FACEBOOK!  TWITTER!  The benefits are overwhelming and if done right the results will be undeniable.

PS- While I would like to take all the credit, I have to admit that Bailey Gardiner played a gigantic role in getting Seaport Village on board the social media train.  I owe them a million thank you’s for all of the support and guidance as we navigated this new and exciting territory.

Megan Capizzi is the Marketing Manager at Seaport Village in San Diego. A client of Bailey Gardiner’s for four years, Megan has overseen Seaport’s advertising, public relations and now social media campaigns.  She runs the Seaport Village Blog as well as their Facebook, Twitter, Flickr and YouTube accounts.

Most informed agency leaders will agree that a big part of what our clients want, and are willing to pay us for, is our thinking. We bring years of experience, coupled with tactical knowledge and creativity to marketing challenges. So why is it that so many agencies are willing to give it away for free?

Over the past couple of months we have been told by more than one new business prospect that while they love our creative thinking and want our experience/approach, they are having a tough time making a decision because the other agency(ies) have given them a complete plan, and of course, we have not. What?! A complete plan? From the one hour conversation they (maybe) had when they were asked to pitch the business, they have enough insight into the company, its brand promise, its customers, competition, and goals to present a plan? Folks, I call BS.

Really experienced CMOs/Marketing Managers will know they are getting a cookie cutter approach, since it isn’t really possible for that kind of strategic development in the 7-10 days they gave as a deadline for an initial proposal. Unfortunately, there are lots of people making decisions about hiring an agency who know very little about marketing and even less about how agencies work.

I am tired of competing for business with agencies that don’t even respect their time or intellectual capital enough to get paid for it. People, you should get paid to write a strategic plan. I know times are hard, but if you set the expectation that you will just give away your thinking in order to get an ongoing retainer, you not only hurt your own revenue stream, you hurt the reputation of an entire industry.

In particular (since I’m on a roll now), we see this in social media pitches. Since most agencies have very little experience in social media planning or management, they have developed a cut-and-paste approach. Take one part Facebook, one part Twitter and insert client name in the blank. There is very little customized or original thinking happening. I believe we are going to start seeing the carcasses of that type of approach all over the business landscape.

It’s too bad too, because social media presents loads of opportunity for the PR industry. But only if we use our smarts and don’t treat it like another tactic to be added onto a long list of “to dos.”

I am so darned sick and tired of marketing agency people with an inferiority complex about being in San Diego, and last week creative legend Mike Hughes had my back.  Mike was in town to speak to a group of marketing leaders gathered by San Diego AdClub, and one of the key points he made was that creativity can come from anywhere – even San Diego.

Mike is the creative genius at The Martin Agency (ADWEEK agency of the year), and is the guy behind blockbuster advertising campaigns for GEICO (geckos, cavemen, dancing money), Walmart (tear jerker holiday ads with snow falling on troops in Iraq), the singing guy from freecreditreport.com and more.  And that award winning blockbuster agency is located in….Richmond, Virginia.

Richmond? Population 204,000 thousand, humid in the summer and snowy in the winter, miles from anything remotely cultural, capital of the Confederacy and firmly planted in Southern traditions.

Yet guys like Mike Hughes can thrive there.  Creative geniuses from around the country are drawn there. Talent grows and prospers there.

So why would we not expect the same or better from San Diego?  We’re a happy bunch, basking in nearly perfect weather, enjoying a plethora of cultural events and arts, inspired by people of all ethnicities and backgrounds, and uniquely uber cool.

Look at this amazing work by some of our best local talent, and tell me there’s not the seed of some greatness here.  We just have to nurture it so it can grow into the next Martin Agency or Crispin Porter (Miami? Gimme a break).

http://www.vitrorobertson.com/
http://www.meadsdurket.com/
http://www.gearyi.com/
http://www.lambesis.com/
http://www.fishtankba.com/
http://www.baileygardiner.com/

Come on folks. Drop the apologies and just pony up. We deserve the cred.

In the below video I outline a few key areas to focus on with your agency when running projects.  Implementing these best practices will help you become more efficient and end up with desired results. I’ve also bulleted out a few key takeaways below.

Key ways to keep your agency efficient with your projects include:

1. Define the Scope and Objectives

2. Define the Deliverables

3. Project Planning

4. Constant Communication

5. Tracking and Reporting Project Process

6. Change and Expectation Management

7. Ensure Client Satisfaction

Establishing and maintaining good communication is the key to developing long-lasting business relationships. From the very first time you meet a potential client, you are setting the standard for how your client/agency relationship will go.  People often forget that these early stages are key in both winning the account and setting it up to be a success.  From the first day you meet, through the entire new business pitch and then when you win the account, there are little things you can do that will help you develop the best possible working relationship.  Below are a few of my tried and true tips for creating strong business relationships from the start:

What to remember the first time you meet your potential client:

You only get one first impression.  Simple but true.  From the moment you meet a potential client, they are establishing an opinion of who you are, what you stand for and how well they believe you will treat them.  Don’t mess it up – it’s far more difficult to change that perception than it is to expand it as your relationship grows.

• Don’t just talk, listen and listen closely.
• When you do talk, use your words, use them correctly and speak with conviction.
• Don’t make stuff up – you will be found out.
• Dress the part.

What to remember while you’re pitching the business:

Now that you’ve gotten in the door, you need to start establishing a level of trust.  If the potential client doesn’t trust you or feel that you have their best interests at heart, they certainly won’t want to work with you.

• Know who your client is and find ways to connect with them.  If you were really listening when you first met, this part should be petty easy.
• Research so you know what you are talking about and can do it with authority and sense of personal connection.
• Be authentic.
• Remember that it’s about the relationship, not the sale – all sales end.

What to remember after you’ve won the account:

So you’ve won the new account, great. Now comes the real excitement as well as the hard work.

• Maintain the level of attention you established from the start.
• Continuously research and get involved in your clients industry and interests.
• Remember, maintenance doesn’t mean status quo; Push them to progress.
• Stay engaged and be respectful.

Yesterday I got an email from PETA (People for the Ethical Treatment of Animals) urging me not to represent Ringling Bros. and Barnum & Bailey Circus (no relation), and I gotta tell you I’m impressed with the approach.  Now I don’t like being threatened any more than the next guy, and I do not always agree with PETA’s tactics. However, I do have to applaud them for their unique strategy in targeting PR and marketing firms.

PETA’s basic premise is this: if you represent Ringling, you risk your own reputation. “No amount of PR can make beating baby elephants sound good”.  Yep, they’ve got a point on that one.

In the email, they quote PETA Executive VP Tracy Reiman. “Ringling Bros. is a public relations nightmare waiting to happen. There’s not a PR team in the world that is slick enough to sell the beating of baby elephants, the whipping of tigers, and the use of chains, bullhooks, and electric prods on animals – all for the sake of a few cheap tricks.”

This effort coincides with a full page ad in PR News with the same theme, geared at letting PR people know what they might be getting into when they sign a contract with Ringling. I also got a phone call from a PETA representative to follow up on the email.

As a marketer, I don’t recall ever being targeted with this kind of effort.  I think many people are affected by PETA’s tactics, and not always in supportive ways.  Some of my friends are very turned off my their scare tactics and strong-armed veiled threats. Others are sympathetic to the cause, and to the animals PETA seeks to protect.  I don’t know anyone that is FOR animal cruelty, but when does PETA and other similar organizations take it too far?

If you want to know more, here’s PETA’s website devoted to the Ringling issue.  A word of warning – it’s not for the squeamish or faint of heart.  But then again, I don’t know anyone in the marketing business I would define as faint of heart.

What do you think about this approach of preemptively targeting marketing firms?

*** Note: BG would not be interested in representing Ringling Bros. – animal cruelty or not.  Our business is enough of a circus as it is, and we don’t need clowns and tightrope walkers to remind us.

Before my first day at Bailey Gardiner, Jon Bailey emailed a handful of his colleagues asking them to help him plan a fundraising event for the San Diego Council on Literacy (SDCOL). I hesitated to respond yes right away (I didn’t want to seem like a brown-noser right off the bat). So I did some research on the organization and realized that this cause was particularly relevant to me- I have a two-year-old who loves to read. I decided to get involved as this would be a great way to give back to the community and make a good first impression with my Bailey Gardiner co-workers  (I’m not going to lie).

I remember attending the first committee meeting with a room full of creative and smart people I didn’t know and feeling so good about my decision to participate. After a short brainstorm, the group quickly decided on a wine/beer/food event to benefit SDCOL (Who doesn’t like wine, beer and food?!). The committee then talked about our vision and brainstormed more ideas about how the evening could look. The energy and passion were amazing and contagious. I was inspired to use my skills in PR to raise money for this cause and help plan the event. I’ve had a hand in contributing to the silent auction, managing the traditional public relations and social media efforts and will attend the event to do some on-site management.

Getting involved in this event reminded me that although us public relations pros have extremely busy schedules (early morning television in-studio appearances, late night client parties, weekend client obligations, boyfriends, family, children, etc.), using our strengths to benefit a community partner is worth the extra hours in the week. And, to top if off, I have an employer that values the time I take to become involved- and actually allows time during the day for my involvement. Getting involved in a cause you believe in not only benefits the organization, but it could also be leveraged as a networking opportunity for a new job or new business.

The event is right around the corner, on April 28. If you are interested in attending or just want to learn more, you can visit the SDCOL Facebook page and check out the details on our Eat.Drink.Read website.

As we round the corner into the home stretch of this year, I thought it might be interesting to take a look at which vaunted predictions of internet marketing’s up and coming trends came true in 2009, and which failed to materialize. Kudos to those who called it, and to those who didn’t, well, there’s always next year!

1.    “Social Media Advertising Will Come of Age” – eMarketer

A spot-on prediction, eMarketer! With the explosive growth of Twitter, Facebook, etc. making major headlines, advertisers were bound to take notice. Example: Facebook is on track to surpass a 70% increase in ad revenue over 2008. Anecdotally, I’ve never sat in so many meetings with so many different clients, where people are openly discussing advertising opportunities in social media – it makes my heart sing with joy!

2.    “Microsoft will change MSN/Live/or whatever it’s called to something else that nobody can remember” – Mediapost

Half-congrats to MediaPost on this 2009 prediction. While they nailed it on the name change, who could forget Bing’s first take on its launch campaign? Or Microsoft’s latest effort, “Bing: Vampire Decision Engine”?

3.    “Exclusivity trumps accessibility. Having thousands of friends becomes ’so 2008′ and defriending becomes the hot new trend, driven by overwhelming rivers of newsfeeds.” – Charlene Li, of Altimeter group

Nice one, Charlene! Some of you may ask how this predicted trend relates to internet marketing? Well, it seems Burger King was listening when Charlene dropped this gem, and responded with their infamous “Whopper Sacrifice” campaign. Facebook is unamused.

4.    “Mobile search will increase massively.” – Mark Johnson, Latitude

A tip of the hat to Mark Johnson at Latitude. While mobile search may not be on the tips of tongues right now, consider the reflex action that occurs whenever you ask an iPhone owner a question they can’t answer – “One sec, let me check Wikipedia”. With smartphones becoming increasingly common, can mobile search’s time in the spotlight be too far behind?

5.    “The Internet Assistant will be born. Think of this as your own personal technological concierge that can integrate all your disparate data and put it to work, probably via your phone.” – Mark Anderson, Strategic News Service

Last year, Mark scored a whopping 96% hit rate on his predictions, so we can probably give him a pass for this one. He might not be too far off, though, and as far as excitement factor, for me personally, this one’s off the charts.

What do you think? Did you make any marketing predictions that either came true or failed to materialize in 2009 (c’mon, be honest)? Let us know in the comments!

Many of you may have read the post I did on Friday about the #Beatcancer social media experiment that was aiming to set the world record for most widespread social network message. For all of you who read, and then tweeted, updated your facebook status, or sent information to friends – thank you. You were part of the 209,771 mentions of #beatcancer in a 24 hour period – setting a new world record.

The over 200,000 mentions originated from just a small number of blog world attendees who then shared with their networks and watched as the message spread. In the end, it is estimated that the phrase #beatcancer had over 100 million impressions, especially after being tweeted by celebrities including:  P. Diddy, Jermaine Dupri, MC Hammer, Kim Kardashian, Alyssa Milano, and Alicia Keyes.

The best part is that the social experiment raised more than $70,000 for cancer charities. On behalf of Bailey Gardiner, I’d like to thank all our readers for getting involved and being a part of proving, once and for all, the power of social media for social good.

During a heated Blog World keynote about the Death and Rebirth of Journalism, a CNN journalist told Blog World attendees to include the hashtag #beatcancer on all their social media updates for the next 24 hours. The request is part of a goal to distribute the largest mass message in social media history, which will be monitored by Radian6 and recorded by the Guinness Book of World Records.

So why should you participate? (other than to be part of a pretty sweet experiment…) Well, it turns out that PayPal/Ebay and Millers Brewing Company have each pledged a penny for every use of #beatcancer. All the money raised will be donated to non-profit cancer organizations accredited by the American Cancer Society. These organizations include smaller foundations such as Alex’s Lemonade, Bright Pink and Spirit Jump. The experiment will show everyone, skeptics and enthusiasts alike, the power that social media has for doing good.

#Beatcancer aims to prove once and for all that social media can be more that just a tool for marketing or inane conversations.

As of right now, 1 PM on October 16, the #beatcancer has reached the top spot of trending topics on Twitter and has been mentioned over 17,098 times. If you’d like to see the growth of the movement in the remaining 19 hours, you can track the number of mentions on the official #beatcancer website.

Personally, I love this experiment. I cannot wait to see the reach of the PR professionals, marketing directors, advertising executives, bloggers, social media enthusiasts, techies and new media influencers, who are attending Blog World.

So please, dear readers, utilize your Facebook, Linkedin, Twitter, Myspace, anything, to share this message with your friends, families and colleagues. Together, we can work to #beatcancer and hopefully inspire others to use social media for good.