Buzzing about Fashion Week

Posted on March 17, 2011. Filed under: Measurement | Tags: , , , , , , |

This week, a couple of us got to talking about the recent New York and London Fashion Weeks. And we wondered: who got the most buzz? We did a bit of research and number crunching and the results were really interesting! We decided to put together this little Prezi and share what we found.  Hope you enjoy it. Let us know what you think. Check it out in full screen for best viewing, then click autoplay.

Diane Thieke, @thiekeds, is Marketing Director at Dow Jones, based in Princeton, NJ. Data crunching provided by Damien DuPont, report writer based in New York. Follow us at @dowjonesinsight.

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I’m a foursquare loser baby, so why don’t you kill me.

Posted on July 1, 2010. Filed under: Social Media | Tags: , , , , , , |

When I first heard about foursquare, I immediately became nervous.  As I work for clients in PR and marketing, I should be up to speed on all the latest and greatest social media tools.  However, I had no idea what foursquare was.

Now who doesn't want to use an app that gets you recognized by bartenders?

So I decided to jump in, like I did with Twitter.  I planned to sign up and track my every movement over foursquare for one month.  Here’s what I learned:

  • Get the mobile app. If you’re a smartphone user, this is a no-brainer.  I am sure there are ways to update foursquare using something like text messaging as well.  Being that I had no idea how to use text messaging until the iPhone’s fancy interface came along, I would be the wrong person to ask about that.  But the fact is, foursquare’s fairly useless if you’re just updating where you’ve gone at the end of the day.  The usefulness lies in the ability to meet up with friends who are coincidentally at or near your location and get deals nearby – it’s a right here, right now play.
  • Consider your personal brand when checking in. Foursquare gives you the ability to choose to alert your Facebook and Twitter networks to your location.  But, as my husband has pointed out, “Nobody cares that you just got coffee in front of your office building.” So, think about what you want your personal brand to say before you broadcast.  Use Twitter mostly for business? Maybe you don’t want to broadcast that you just checked-in to the bar across from your office at 2pm on a Tuesday.  Trying to look hip and interesting to your Facebook friends?  Maybe you don’t want to let them know you just became mayor of your grocery store.
  • Accept that foursquare is built for the young. When I checked in at the Newark, NJ train station one early morning at 5:45am to catch a train for a business meeting in Boston, I was rewarded with a “School Night” badge, for “checking in after 3:00am on a school night.”  Clearly, Four Square assumed I had been partying until sunrise.  Personally, I think if your friends let you end up at the Newark Train Station at sunrise after a night of drinking, you need new friends.  But maybe I’m just on the wrong side of 30.
  • Try it out as a local city guide. I still get the question, “Okay I get how it works – but what is the point of foursquare?”  Well, picture yourself in an unfamiliar neighborhood, looking for a place to grab dinner or a drink.  Maybe you have a city guide handy, or can stop by a newsstand and buy one.  But will those guides show you specifically what’s closest by and who has a happy-hour special, with tips from regulars? Probably not.  For local businesses, foursquare offers a huge opportunity for immediate redemption of offers, with a clear ROI in the social media channel.  And as foursquare’s subscriber base grows, so will the opportunity.

So give foursquare a shot if you haven’t yet! At the very least, it might make you famous at your local watering hole.  Last night at The Long Room, our standard after-work drinks location, the bartender saw me and said, “Hey look who’s here, the former mayor!” Now who doesn’t want to use an app that gets you recognized by bartenders?

Jennifer Hoffmann is the Manager of Media Consulting for clients using Dow Jones Insight and related tools for media analysis.  She is based in New York, NY.

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I Use Facebook, Hear Me Roar

Posted on November 18, 2009. Filed under: Social Media | Tags: , , , , , , |

As an officer for a certain women’s business group, I created and subsequently was asked to remove a Facebook group, as it was deemed an “inappropriate social media channel.”

This made me think: Are women’s business organizations missing an opportunity to connect online?

Facebook touts more than 300 million active users, with 50% logging on in any given day. Among US users, women outnumber men in every age group. The gap is most notable in age groups that correspond with prime career years: 26-34, 35-44, and 45-54. Women outnumber men by more than 2 million in each of these groups. In the US alone, that’s nearly 7 million more women than men potentially in the prime of their careers.

So why wouldn’t professional organizations want to reach women through this channel? Using MainStreet.com’s Top Women’s Organizations and PINK Magazine’s Favorite Women’s Business Organizations, plus a smattering of personal favorites like 85 Broads, I compared 62 women’s organizations and their presence on Facebook with LinkedIn, the traditional source for online business networking.

Encouragingly, more than three-quarters of organizations researched have some social media presence, and a slight majority maintains a presence on both Facebook and LinkedIn. There doesn’t seem to be any theme about what “types” of organizations fall into each category – nationals vs. regionals, for example. The only potential stand out is with ethnic women’s organizations. Of the four included, none fell into the “LinkedIn only” category.

Most orgs are on both Facebook & LinkedIn

For organizations with a presence on both channels, there appears to be a positive correlation on group size: the bigger the Facebook group, the bigger the LinkedIn group, and vice versa. So it would seem members aren’t flocking to one channel over the other. LinkedIn groups are usually better populated than Facebook groups at present – this could be accounted for by the fact that LinkedIn is a bit longer in the tooth.

Groups are better populated on LinkedIn, but not always

So what does all this mean for women’s professional organizations, and the use of channels like Facebook for business networking? First, you can successfully promote and recruit members through more informal networks, but you shouldn’t pick one over the other. A good social media strategy combines interesting content and awareness efforts across multiple channels. Click here to see the full list of organizations we reviewed and which seem to be following this best practice.

Jennifer Hoffmann is Manager of Customer Engagement at Dow Jones and is based in New York City.

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The Convergence of PR and Marketing

Posted on October 16, 2009. Filed under: Public Relations, Social Media | Tags: , , , |

Alan Scott, the CMO of Dow Jones’s Enterprise Media Group, and I have spent a lot of time over the last few years talking about the future of our professions. Both of us agree that social media is significantly changing the way that enterprises must engage with stakeholders, and that affects the way in which both PR and marketing are practiced. Alan’s view is that the two professions are rapidly converging. I feel that PR needs to lead the way in social media efforts, because our strength is in two-way communications. Our conversations tend to be lively, not because we disagree, but because we’re both so passionate and excited about the opportunities that social media presents.

If you plan to attend PRSA’s International Conference in San Diego from Nov. 7-11, you can join the conversation Alan and I have been having. On Monday afternoon, Alan will be leading a session titled: “Social Media: Welcoming Employees to the Global Conversation.” He’ll discuss how social media is creating a significant opportunity for PR to lead a converged marketing and PR discipline into a new era of marketing, centered around global conversations.  He’ll share his thoughts and best practices on how communicators can engage their employees and other stakeholders by applying the new rules of marketing and PR.

More information on the conference is available at www.prsa.org/conf2009.

For readers of our blog, we’re offering a discount on registration. Use code ITC9DWJ when you register, and save $100! For discount details and to register go to http://www.prsa.org/ic2009/partners/dowjones.

Diane Thieke, @thiekeds

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