A long and grueling presidential campaign came to an end a week ago, with Barack Obama emerging as the victor, the first African American to do so. Obama’s “Historic Road to the White House” has been mapped out forwards and backwards, with every media outlet and blogger out there covering everything from Obama’s message of hope to his love of basketball, and everything in between.

And almost every marketing blog you can find has extensively covered the Obama campaign’s successful use of online and mobile communication.

Most of the blogs I’ve read that talk about Obama’s use of the web go a little something like this (and I’ll paraphrase slightly): “Obama stuck to a consistent message, displayed it through clear and elegant design, and delivered it to millions through internet technology. He engaged voters, and made it easy for everyone to be a part of the campaign. We call this Web 2.0.”

I’m not here to disagree, by any means. Obama’s embrace of good design and the web as a powerful marketing tool was an unbelievable sight. Who would have expected a presidential candidate to take up a Twitter account, text his supporters his VP choice, and display, for once, a beautifully designed website that was actually easy and enjoyable to navigate? Whether you voted for him or not, no one can deny the force in which Obama spread throughout the country, creating one of the biggest ground campaigns in the history of this country, garnering millions of supporters and over $200 million in campaign donations. Advertising Age, a leading online source of news and data for the marketing and media industries, recognized the impact of Obama’s campaign and just recently named him Marketer of the Year, beating out Apple and Nike.

But now the campaign is over. Barack Obama will be in the White House at the end of January. My question is this: Is this the end of Obama’s social networking and participation with voters? Will he now be tied to the status quo of government communication (ie. press conferences, annual State of the Union addresses, the occasional Late Night Show appearance)? Will he fade into the Oval Office, be blanketed with pages of legislation and meetings with foreign leaders, and be forced to let the media deliver news about his daily activity and policy choices?

My hope is no.

I have to admit, I got pretty excited when I saw Obama’s new site www.change.gov (launched within 24 hours after Obama’s victory). Wow, I thought, he is allowing the American public to participate in the transition from the Bush to the Obama administration! How cool is that? Then I starting wondering, will this continue while he is president? Will the American government begin adapting Web 2.0 values of viewer participation, allowing you to talk instead of just talking at you? Can the communication from the Oval Office be open and direct, and can American citizens, the people who voted for our country’s leaders, be involved more than just watching the Senate floor coverage on CSPAN?

Obama’s message for the past two years was about bringing change to America. My hope is that part of this change will be how our government communicates with its people, and that we as US citizens stay involved and care enough to remain engaged even after the balloons and banners from this historic election fade away.

1. Check print publications
Examine trade publications and industry-related magazines for online directories, blogs, sites, and forums. Many publications well-known for their print versions now have online versions with a whole host of ways to interact online. For example, if you are selling woodworking tools, you might look in print publications like Fine Woodworking, Woodworker’s Journal, or Popular Mechanics.

2. Ask the influencers
Send a polite email to the leaders and influencers in the market you’re trying to reach. Be sincere and complimentary about their work; let them know why you value them. Very often they will tell you where they blog or what social network is most useful for them.

3. Google it
Searching on the keywords in your field will often turn up places where your audience goes when they are looking for something in your industry.

4. Scour Wikipedia and other knowledge platforms
Some areas are very well documented on Wikipedia. For example, a search on “Organic Foods” turns up an article with 82 linked references to other sources, many of which are online. In addition, Wikipedia’s “External Links” are often good online sources as well. Other knowledge platforms, such as Squidoo or Knol might also reveal industry watering-holes where you want to be connected.

5. Search in social networks.
Start with a search of the Groups on LinkedIn and join the ones that fit your goals. If you use Twitter, resources like Twellow, which allows Twitter-users to have an online profile in multiple categories based on location, industry, etc., can help you build a following. If you use Flickr, try a tag search to find others in your target market. Networking platforms like Ning, Facebook and MySpace also have search functions to help you begin to build groups of the kind of contacts with whom you would like to be able to interact.

6. Use online news release target markets
Groups like PRNewswire will allow you to select the target markets you would like to reach online. Services like this generally come with a fee.

7. Create old-fashioned email lists
You can purchase email lists from a number of companies, but you can also create an email list from scratch. Sponsor a big event for all your existing and potential clients, and invite attendees to drop their business cards in a basket. But be sure to do the following as well:

• Offer an event or a free service that you know for certain will add value to their work and lives.
• Be clear that you are starting an email list, and allow them to opt-in as they desire.
• Set expectations, such as promising not to spam, sell/share their info, or send emails more than “x” number of times per month, then keep your promises.

8. Connect with Professional Associations and Directories
Start with the ones that are free to join. For example, if you are running a restaurant, you’ll want to register with all of the directories that offer listings of eateries in your area. These generally turn up in a quick Google search. Sometimes directories will allow you a free profile, and request a small payment in return for a link. In addition, local Chambers of Commerce have business directories that are great for connecting with your target markets. To get in front of professional associations, you might try offering to speak for a monthly association meeting, conference, or chamber event.

9. Utilize Amazon.com
Sites like Amazon are great for telling your target market about yourself and your products. Consider regularly reviewing products in your area and related areas, and be sure to showcase the differences in your products and the competition’s.

QUICK INFO & LINKS:

DATE: October 1, 8, and 15, 2008
TIME: 10 am - 12 noon, networking lunch optional
LOCATION: Long View Center, 1880 Hall
118 South Person Street, Raleigh, NC 27601
DIRECTIONS & PARKING
COST: $1000 per team of two people (from same business or industry)
*This cost covers ALL THREE seminars. For TWO people. We thought you’d like that.
**Checks are payable to Calvert Creative, mailed in advance to 1225 Crescent Green Drive, Suite 115, Cary NC, 27518.
REGISTER: by email to lisa@calvertcreative.com by September 29; position confirmed by receipt of payment.
QUESTIONS? Call 919-854-4453, ext. 109 or email lisa@calvertcreative.com

How to Know if this Seminar Series is Right for You

You may have attended our free introductory seminar, “Leveraging Social Media for Business,” or you may have already been testing the waters of online marketing, collaboration, and engagement. This series is designed for businesses and companies ready to begin creating a goal-driven strategy for leveraging the power of social media for business.

1-2-3: Pay Once, Take Two People, Go Three Times!

Have you ever gone to a great conference or seminar, but when you came back, it was just too hard to try and implement change? We’ve been there, done that, and decided never to let it happen with our seminars. That’s why our registration includes TWO people for ONE price. So bring your co-worker, web person, marketing buddy, or assistant and double your odds of success.

Seminar Content

Below is our basic outline. However, we’re flexible, and will range into new or different territory depending on the needs and desires of the participants. We’re bendy, like Gumby.

1. Measuring and Monitoring the Online Conversation (2 hrs)

• Discovering Your Online Identity
• What to Measure and How to Measure It
• The Twenty Most Useful Free Online Tools

2. Increasing Online Traffic (2 hrs)

• Optimization of Web Properties
• Expanding Your Online Visibility
• Becoming a Respected Thought Leader
• Preventing and Addressing Reputation Attacks

3. Jet-Fueled Networking (2 hrs)

• Finding Your Target Markets Online
• Getting Your Product/Service/Message to the People Who Want It Most
• Helping Your Fans Promote You
• How to Thank Your Online Community

All three seminars are followed by an optional strategy and networking lunch (price not included) in which we bring in service providers you want to meet!

Cost & Registration

The seminar series costs $1000, and covers all three seminars for a team of two people (from the same business or industry). Checks can be made out to Calvert Creative and mailed in advance to 1225 Crescent Green Dr., Cary NC, 27518. The size of these classes is strictly limited in order to allow for maximum one-to-one interaction. Please register by email to lisa@calvertcreative.com; your place will be assured upon the receipt of your check. The Downtown Raleigh Alliance is co-sponsoring this seminar series with us. If your business is a member, be sure to ask for the seminar discount. If you aren’t yet a member of the DRA, now is the time to join!

Location, Directions and Parking

All three of these classes will be held in downtown Raleigh’s beautiful and historic Long View Center, in the 1880 Hall. Be sure to download one of the clear and helpful downtown maps from the Long View Center site; there are plenty of great parking options within a very short walk. You’ll also see some great lunch spots in the area.

What to bring

Bring your laptop or a notepad and pen. We’ll bring the gourmet coffee. See you there!

QUICK INFO & LINKS:

DATE: September 10, 2008
TIME: 10-11 am
LOCATION: Long View Center, 1880 Hall
118 South Person Street, Raleigh, NC 27601
DIRECTIONS & PARKING
COST: Free! Free is good.
QUESTIONS? Call 919-854-4453, ext. 109 or email lisa@calvertcreative.com

More info? Read on…

About Social Media

Social media is how collaborative communication happens online. You’ve heard the buzzwords: LinkedIn, blogging, social networking, web 2.0, Flickr, YouTube, and so on. Social media’s continually evolving tools — whether video, audio, image, or text-based — are all directed toward online (and offline) sharing, talking, networking, giving and receiving feedback, and community. There is already an online conversation about your brand and industry; adding your voice and leveraging these online media tools can give smart businesses a competitive edge.

What You’ll Learn

In this seminar, Calvert Creative explores social media basics as they apply to business practices, and will give you a solid foundation from which to begin listening to, engaging with, and measuring the online conversation about your company, industry, and clients.

A Flexible Seminar

Our format is open and encouraging of questions and answers. If we are talking about wikis and YouTube’s applications for business, but you want to know about how Jott or Twitter can be leveraged by your company, we’ll do our best to cover it. And don’t worry, we have a follow-up set of seminars for those who want to take their knowledge and understanding to the next level.

Include Your CEO and Co-Workers

Have you already begun to explore social media, yet haven’t been able to convince others in your company about the power of online media? Bring them along to this free social media training event and you may be on your way toward powerful changes that can give your business a competitive edge.

Long View Center and the 1880 Hall

You may have been downtown and wondered about the beautiful church building on the corner of East Hargett and South Person Streets facing Moore Square. An impressive and historic landmark, the Long View Center was once was home to Tabernacle Baptist Church (established in 1870), and is now host to weddings, art shows, concerts, and a variety of other community gatherings.

If you are standing on East Hargett street facing the Long View Center, you’ll see the wrought iron gateway which leads to an entrance under the street to the lovely 1880 Hall. With it’s exposed brick walls and recently refinished hardwood stage, this Hall offers the perfect location for our seminar.

Directions and Parking

Be sure to download one of the clear and helpful downtown maps from the Long View Center site; there are plenty of great parking options within a very short walk. You’ll also see some great lunch spots in the area.

About Downtown Raleigh Alliance

The Downtown Raleigh Alliance (DRA) advocates for the formation of business improvement districts, which provides revenue for services in downtown Raleigh that enhance everyone’s experience: sidewalks, visitor outreach, assistance in leasing retail space, business recruitment and retention, and more. The Alliance has partnered with Calvert Creative in order to make this seminar available to more businesses in the Raleigh area. Thanks, DRA, for all you do!

By signing up, campaign supporters and followers (and competitors, if they’re smart) get to be the first to know, direct from the source, a singularly valuable and strategic piece of information. In return, the campaign gains a phenomenal list of cell phone numbers, and can also send other messages to their followers as well.

The next hurdle will be for the Obama Campaign to hit the right balance on number and type of text messages. There’s a fine line between broadcasting information and spamming. The key here will be to offer customization. I can envision an entire site devoted to types of text feeds that I might opt to receive (news on particular policies, for example), and a way to contribute information as well.

Overall, a brilliant campaign move and a great use of new media. What other ways have you seen texting and other online media tools used well?

1. It’s polite
Miss Manners would like texting, I think. Rather than having my mobile phone erupting mid-meeting with Nickleback’s “I Wanna be a Rockstar,” my text messages simply show up on the face of my iPhone. Unlike with a phone call, I know at a glance whether a situation is urgent or can wait until I’m out of the meeting. And because I know the level of importance of any given text, I can decide whether to tap off a response while walking down the hall to my office, or let it wait until I’m headed home for the day. It’s also incredibly handy for locating people in a crowd without disturbing everyone else (i.e., “Excuse me, are you Dr. Kinnicut?”). The only thing more polite is an English butler.

2. It’s concise
Brevity the best thing about texting, and in the business world, getting directly to the point is next to godliness. Text messages tend to be short either because you are on a numerical keyboard  that requires several keystrokes per letter or simply because the keyboard is so small. Texters have developed a rather extensive shorthand that can be useful in brief communications. You might use DD for “due diligence,” or STD for “seal the deal.” If your colleague insists on texting you about what he’s having for lunch, at least you haven’t wasted time on the phone with him. Glance, delete, move on.

3. It’s mashable
Integrating text with other business functions is slightly advanced, but well worth the time. I use a third party, Twitter, which is famous for delivering breaking news faster than any other source, to make this work. For example, I might subscribe to the New York Times business feed (which delivers links to headlines) through Twitter, then tell Twitter to deliver those notifications by SMS (Short Message Service, i.e., a mobile phone’s texting application). Alerts can also be delivered this way, so that you know instantly when someone uses your online name, for example.

4. It’s not a driving hazard
Another great application to use with texting is voice-to-text. Jott.com is a free service that will turn voice messages into texts (or emails!). Simply set up your account, dial Jott, tell it who you want to text, then speak your message. It’s outstanding for texting while you’re in the car or if you hate tapping out messages on a tiny keyboard.

What other ways have you discovered to make texting a powerful business tool?

Now, let me back up a second. When I say brand, I’m not just talking about the apple icon that I see on my Mac laptop or Tony the Tiger that adorns the cardboard box that holds my Frosted Flakes. I’m also not just referring to the sans serif type and setting sun icon that Obama uses in his “A Change We Can Believe In” posters and website. I want to be careful that I don’t throw that word around like it’s a “thing” that I just hold in my hands and then toss in the garbage after I’m finished with it.

Defining the Term

Brands are not created by designers with fancy software. A brand is not a logo. It is not a typeface. It is not a mascot. It is not advertising. It is not created on a computer. It’s also not something that is created in a couple of days or weeks.

What we’re talking about here is an experience; a mindset; a relationship.

A brand is not just a logo, it is a constructed array of feelings and memories and emotions that are evoked by interacting with a company, a product, or an individual. Yes, people can have brands. I mentioned in the first paragraph about the campaigns of McCain, Clinton, and Obama. Ask any of these three if having a well-branded campaign is crucial. Ask if it’s important to have a clear message, with everything from communication materials to campaign volunteers delivering the same consistent emotion and appeal as the candidate. I’m pretty sure I can accurately guess their response.

The Challenge

Believe me, this term brand is a very complex and potentially confusing topic. It seems like everyone has a different idea as to exactly what a brand entails, and that doesn’t necessarily mean that they’re all wrong. I think it just supports the notion that a brand is an ongoing process, that it’s a living, organic message that can change and evolve each day and mean something different to everyone. It also means that it takes a lot of effort and support from a lot of people to make a brand successful and strong for many years. What happens to the Sprint brand when one of their customers has a bad experience with customer service? How is the Royal Caribbean Cruise brand affected after not appropriately handling customer complaints?

So it’s neither the designer that creates a flashy logo, nor the copywriter that constructs a catchy tagline that make a brand successful. Yes, these pieces are a crucial part, and they should be creative and memorable. But the real work comes into play when the logo starts being applied to all of the communication materials and delivered to thousands of new customers, and the secretary welcomes a new client at the door with a smile, and a returning customer is elated to find that the new product they just purchased is even better than the last version. It takes time. It takes a lot of dedication and patience. It takes a strategy that is flexible enough to respond to market changes and new audiences. And it takes people willing and passionate enough to make bring this into fruition.

This is as much a challenge to me as to those reading this post. These are the challenges I face and the things I must remind myself as our team works to create a new identity and marketing strategy for our company. These are just my own thoughts on how the term brand is defined.

What are yours?

The folks over at Common Craft are pretty talented. They take complex ideas and make them fun and understandable. My favorite scene from this one is “Soon, a few things became clear.” If your business has been trying to figure out that whole social media thing, this video will help!

90% Fail Rate
Gartner Inc., a leading information technology research company, recently reported on the 90% failure rate of online virtual world projects. Virtual worlds like Second Life, World of Warcraft, and even Club Penguin have been great attention-grabbers; this year SXSW even premiered a film about the people who utterly immerse themselves in these online worlds (for better and for worse). Virtual world enterprises have heavy-duty cool cred, are fairly cheap to implement compared to traditional media buys, and are even more attractive because they offer lush possibilities for collaboration. Even Gartner predicts that by 2012, 70% of organizations will have established their own private virtual worlds. So why do so many endeavors in these environments fall flat?

Goals, Goals, Goals
They fail because we get so jazzed about the cool tech that we forget Business 101. What are our business goals, again? Who is the target market? “A successful virtual presence starts with people, not physics, ” says Steve Prentice, vice president at Gartner. “Realistic graphics and physical behavior count for little unless the presence is valued by and engaging to a large audience.” And if you are thinking that your goal is to sell your widget to everyone online, you’ve failed before you start. “Organizations can not effectively market a product for the whole world. They need to be focused and targeted,” he added.

Following Tech Innovation
It can be an incredible value-add if you are part of a team in your company that stays on top of the latest developments in online media so that your business can utilize those tools to meet specific company goals. Small shops with few resources may have to wedge their own forays into online innovation into late night bouts of internet surfing, feed subscriptions and blog browsing; mid-sized companies would do well to begin repositioning resources so that they can have their own online guru and trend-watcher, someone who can begin planning and implementing the company’s online strategy.

Experiment (Carefully!)
If the first step is to watch and listen for innovative online tools that might meet business goals, the second step is to experiment. But remember, everything you do online becomes a part of your digital footprint, and that of the company you represent. Even if you’re experimenting with blogging “on the side,” the internet will return results on your name without differentiating your personal life from your business life. Even if you delete things the internet never forgets: your future clients will be able to see your past experiments online on the Wayback Machine. You’re allowed to experiment, but go in smart and you and your company stand to come out winners.

The presenter at this lecture, a designer in the field for more than 30 years, spoke about the frustrations that our profession often endures when working with those that don’t see the value in design. He had worked on many projects for big corporations, some very successful and others disastrous. One particular client of his had become frustrated with the amount of time a particular project was taking, and didn’t understand the effort and skill required in the design process. One day he overheard this certain individual mutter, “Give me a cup of coffee and a ruler, and I could be a designer too.”

Now for most of us designers, this would be the tipping point. This quote would send us over the edge, because a) we understand that there is so much more to the process than getting a caffeine buzz and drawing a straight line, and b) how dare anyone think that becoming a designer is that easy! Haven’t we all toiled for countless nights in our respective studios, slaving over that last second project so we can get our degree and become successful in the real world!?!

Stop.

Breathe.

Count to ten.

Yes, there are some out there that simply don’t see the value in design. There are those that believe that becoming a designer means owning the latest version of Photoshop. But, just as this presenter set out to explain, maybe it’s time that EVERYONE started seeing himself or herself as a designer. For one, the trend of DIY (Do It Yourself) Design has been going on for several years. This movement embraces public access to powerful design and media production tools and software; from page layout programs to video editing software, anyone can start creating what once only “professional” designers could attempt. The idea that design is an accessible form of communication that can help inform and invigorate our society should be an exciting philosophy! To some however, placing the craft of design in the hand of amateurs will devalue, and eventually eliminate, “good” design. Professional designers will no longer hold authority with their clients. Design may lose its status as a valued profession.

Basically, get your cousin Joe to design the company website and buy a logo online for $99.

I had a college professor who warned of this. If designers remain as simply production artists, say for instance all you do is design logos and websites, then it may be true that our profession will fade. If our role is solely to “make things look pretty” or “jazz that graphic up a bit”, then we better look for a new career. But I refuse to label design as simply making pretty graphics or flashy websites. It’s time that we redefine what design actually is. Not just design as visual communication, but design as business strategy.

Now let’s go back to the idea of EVERYONE being a designer. I don’t mean everyone being able to draw a logo or make a website for their company. I mean everyone, from the CEO to the office administrator, is involved with the communication and strategy of developing the company’s communication and brand. Design thinking in business involves asking the right questions, creating a process that helps define boundaries and move towards the most effective solution, clarifying the unorganized, and communicating the unclear. It has a systemic view, interdisciplinary approach, and democratization of creativity. It means asking, “What if…?” and, “Why this or that?”; it involves looking beyond the obvious and embracing the new and undiscovered.

As the presenter offered, when asked the question “How many designers does it take to change a light bulb?” the design strategy responds with “Does it have to be a light bulb?”