Treffpunkt

Perspectives: 2012

2012-02-22T15:02:00.000-05:00

Letter from the Editor:

Download the February 2012 Edition from SlideShare

Perspectives Feb 2012

During the height of the Great Depression, President Franklin Delano Roosevelt turned to technology to unite the country. Usingthe fairly new medium of broadcast radio, he was able to reach directly into the homes of Americans. These broadcasts werenotable especially for their informal and personal tone. These informal broadcasts were actually the precursors to weeklyPresidential radio broadcasts that still continue today. Radio was still cutting-edge technology when FDR began these broadcasts,but just like the technologies of today — it was rapidly adopted by the public. When the first Presidential Fireside Chat wasbroadcasted, more Americans had radios than telephones.

FDR actually began his “Fireside Chats” while governor of New York, but it is the use of these informal and personal radiobroadcasts during the Great Depression and World War II that captured the popular imagination and became such a part ofFDR’s legacy that they are even represented in the FDR Memorial in Washington, D.C. While it may seem strange to think thatPodcasting, Tweeting, G+ Hangouts or Pinterest Pinning could ever become part of a Presidential memorial, it’s really no strangerthan a radio broadcast.

It has been true in the past and it is still true now that how the President chooses to use technology can actually help to maketechnologies mainstream that have otherwise been in more niche use. Just think back to how novel candidate Howard Dean’suse of social media seemed just a few years ago. When the press picks up on a new way a Presidential candidate or President isusing technology, it has the power to push that technology into the mainstream. Think how commonplace “YouTube debates” orchats with candidates seem now, or taking questions from Twitter. Don’t be surprised if every campaign commercial begins tohave a hashtag present and you start seeing them on buttons and literature.

Since our first edition of Perspectives for 2012 was being published so close to President’s Day, we decided to take a look at howthe past leaders of our nation may have utilized technology — and what technologies of today we think they would have used ifit had been available. With the 2012 Presidential elections moving into high gear, we’re seeing campaigns use every form ofcommunication technology they can. Why not look back and take lessons from history?

We hope you enjoy our exploration and encourage you to join us in the conversation!

BTW, I also want to give a special thanks to RTC’s Josh Scott for our amazing original cover art. It’s a “visual Perspective” on the theme forthe issue. We’re so thrilled he is adding his considerable talents as an illustrator to Perspectives!

Why people are smart: Bradying.

2012-02-09T10:15:00.000-05:00

Honestly, does it get any better than this? A website for people "Bradying" has already launched, only three days after the Super Bowl. Man, humans are so clever.

Bradying (which follows other body-stance trends, such as Tebowing, Planking, Planking +Tebowing, and others) depicts a dejected New England Patriots' QB, Tom Brady, in the 2nd half of the XLVI SuperBowl, on the ground, head down, hands folded, and not pleased.

I was routing for the Giants, so I think this is nothing short of absolute hilarity, but I'm sure Patriot fans are not so pleased. Check it out at Bradying.com.

*image from Paul Sancya/AP. http://newsfeed.time.com/2012/02/09/bradying-the-poor-mans-tebowing/

*image from bradying.com

The Potential Genius Behind Susan G. Komen

2012-02-07T17:42:00.000-05:00

Unless you were hiding under a rock last week--which BTW is physically impossible--then you likely had your Facebook feed, Twitter and email blowing up in response to the Susan G. Komen Foundation decision to discontinue funding Planned Parenthood and thenthe foundation's reversal of that decision later on in the week.

The defunding decision, the communication of the reasons behind that decision to the public and the response (or lack thereof) to the decision to us marketers screams mismanagement, lack of planning and zero forethought on what their decision would produce.

Or does it?

While I'm no conspiracy theorist and I'm not prone to peeling back potential layers of foundation management, I was talking about this "debacle" with a friend last night and it suddenly dawn on me that the entire Komen decision, management, reversal of decision, etc. could potentially be a most ingenious and well thought out plan.

So, hear me out.

Over the last year or so, Planned Parenthood has been under increasing pressure from Congress and right-to-life groups because it uses federal and private funds to provide abortion services and contraception, which account for 3 % and 35%, respectively, of total Planned Parenthood activities.

A main pressure tactic used by anti-Planned Parenthood/right-to-life groups has been to examine Planned Parenthood's funding, both public and private, exert pressure on those foundations, corporations, groups and individuals and get them to stop funding Planned Parenthood. (Side note, this method of attack is not unique to right-to-life organizations and has and will continue to be used by both liberal and conservative groups.)

The Susan G. Komen Foundation is, of course, on Planned Parenthood's list of funders and is one of their largest and most well known foundation donors, making Komen a high-priority target for anti-Planned Parenthood groups and one they likely spent a great deal of time and money on. It may even be, that getting Komen to defund Planned Parenthood was as important to anti-Planned Parenthood as getting Congress to defund Planned Parenthood. The net takeaway is that just as Planned Parenthood has come increased pressure, Komen has also experienced increased, if not, equal amounts of pressure to stop funding Planned Parenthood.

So what was Komen to do? Listen to the increasing loud and adamant calls from its right-to-life supporters to stop funding Planned Parenthood? Or please its pro-choice supporters by continuing to support Planned Parenthood, an organization that provides important women's health services and family planning as well as abortion services?

The opinions of Komen's key audience, women, on abortion didn't make this an easy decision for Komen. According to a 2011 Gallup Poll, the breakdown of pro-choice vs. pro-life is fairly evenly split among US women with 50% being pro-choice and 44% pro-life. However, 51%, believe abortion is "morally wrong" versus 39% saying it is "morally acceptable". When it comes to the legality of abortion, 31% want abortion legal in any circumstances, 8% say abortion should be legal under most circumstances, 36% prefer abortion to be legal under a few circumstances and 24% want illegal in all circumstances. With over 50% of Planned Parenthood activities focused on non-abortion/contraception activites, such as cancer screening and prevention and STIs/STDs testing and treatment for low-income populations, Komen was backed into a ginormous corner. Whichever action (defunding or continue funding) they took was going to cause high-levels of ire and feedback, and would ultimately lead to loss of supporters and, most importantly, funders.

Here's where the potential genius part comes in. While on the surface it appears that Komen chose to side with its pro-life supporters and defund Planned Parenthood, was that really what happened? Or did Komen make an ingenious, strategically driven, well thought out decision?

Let me explain.

Komen was inundated and being highly pressured to stop funding Planned Parenthood. Whatever decision it made was going to create outrage with a large portion of its supporters and donors; it was going to lose face, no matter what. So why not, let the decision to support or not support Planned Parenthood be determined by its supporters? Or at least, make it appear that its supporters made the decision?

What I'm postulating is that to appease the right-to-life groups, Komen purposely defunded Planned Parenthood, knowing that its pro-choice, pro-women's health services base/majority would revolt, and revolt they did, and that in response to these epic levels of opposition, Komen would be "forced" to reverse their defunding decision and return to funding Planned Parenthood as they had been before. Komen's leadership would then be in the position turn to the right-to-life/anti-Planned Parenthood groups and say "We tried, but our supporters (and you guys saw and heard their reactions) wouldn't let us" or, in essence, "We did what we could."

There's absolutely no way to tell if what I'm suggesting actually happen because Komen would ever admit to it. But if it's true, then the leaders of the Susan G. Komen Foundation know their audience and how their audience will respond a whole lot better than they're currently getting credit for, and that instead of jumping ship on their Planned Parenthood decision, they're actually just seeing an ingenious plan to its conclusion.

Two heads are better than one....even if they are doctors.

2012-02-07T16:10:00.003-05:00

I remember getting help with my homework in high school would usually involve the time consuming process of scrolling through my phone book and calling up friends one by one until I could finally get someone who could actually solve that impossible math question (which was no easy task coming from an Arts background – almost everyone I knew was bad at math).

This was before social media came along and turned my life upside down - in a good way. Now all I need to do is to log in to all my social media accounts and fire my question away.

From personal experience, someone out there in the social media sphere will always have the answer.

Which is why I am excited about Doximity. Although not terribly original (it's conceptionally essentially a Facebook for physicians), Doximity brings doctors together in a secure network where they can seek and share professional medical advice that would ultimately benefit their patients.

To help you better understand better, here's an explanation from Mashable that illustrates how this would work in real life:

"A doctor in California, for instance, has a teenage patient who recently came down with an uncommon infection, so he contacted another doctor in Texas who had led studies on a treatment for that infection. Another specialist from Boston chimed in, and together the three came up with a new way to treat the patient."

Wait, you might ask, does this mean that my medical records are floating around somewhere in cyberspace?

Before you start panicking about the potential infringement of your privacy, rest assured that every effort is made to ensure that your medical information are only available to medical professionals. Doximity has a three-step verification process for doctors to establish a profile on the site that involves a credit check and a verification of credentials against the American Medical Association database. As a second layer of security, there is also a multiple-step sign-in process similar to one you may have encountered at your bank’s website.

This high degree of security not only ensures that your medical records are kept (relatively) private; they allow doctors to exchange information openly and freely, legally.

With an estimate over 30,000 US physicians already in the network (considering the site’s pretty new, this number is just going to increase over time), it would now be a piece of cake for my physician to seek a second (and even third, fourth, fifth, etc) opinion for a diagnosis.

For a person who strongly believes in the saying ‘two heads are better than one’, I think this is wonderful news.

What Marketers Can Learn About Reaching Out to Gen Y From Viral Videos

2012-02-01T11:03:00.012-05:00

Gen Y never ignores the elephant in the room. They would instead whip out their smart phones, snap a photo of the elephant and post it on Twitter. The more innovative members of gen Y might even turn their encounter with the elephant into a series of comedy videos that might later go viral on YouTube.

It seems like sidestepping sensitive gender, culture and even race stereotypes, a strategy that marketers had adopted for many years, isn't the same approach that they should be taking with this growing group of young consumers.

The "Shit People Say" viral videos that occupied most of my news feed page on Facebook last week is the perfect example.

One of the first things I noticed was that people were sharing videos that were making fun of groups or communities that they were a part of. Girls were sharing the "Shit Girls Say" videos, DC residents were sharing the "shit people in dc say" videos, my web designer friends were sharing the "shit web designers say" videos, etc…

Gen Y isn't afraid to poke fun at themselves. In fact, I think that Gen Y actually enjoy self-depreciating humor and are even happy to pass the joke on.

In fact, some organizations have recognized this phenomenon and have used it to reach their desired audience. Going back to the “Shit People Say” viral videos, one would easily notice that some of the videos were created by organizations, featuring content that poked fun at the exact group of people that they are trying to attract. For instance, the “shit cyclists say” video was created by peopleforbikes, an organization that aims to unite cyclists to champion the cause of “improving the future of bicycling”. As of today, the video has more than 548,000 views. Not surprisingly, a quick scan through the comments section showed that a significant number of viewers of the video were cyclists, suggesting that the organization was successful in its attempt to reach out to cyclists.

However, I strongly believe that it is essential for marketers to realize that this genre of humor that seem to resonate with Gen Y straddles a very fine line between being humorous and offensive. Extensive research on what is and isn't offensive should never be neglected because while being open to self-depreciation, Gen Y isn't particularly forgiving toward marketing boo-boos. One misstep and organizations might find their video being circulated for the wrong reasons.

Don’t just tell me to like your Facebook page…

2012-01-26T17:19:00.008-05:00

…tell me what I can get if I like your Facebook page.

Bombarded by infinite choices and promotional messages of “Sale!”,” Deals!” and “Discounts!” left, right and center, it is no wonder that consumers today are always on the lookout for the best and newest savings/discounts/deals before making a purchase.

In the era of e-commerce, consumers have taken this behavior online and are quickly discovering that social media is a major source for them to get coupons, discounts, or even the latest information (however, liking a brand on FB for the newest information usually only works for brands with a strong fan base) from brands across all industries.

According to a survey by CMO Council and Lithium(LINK), approximately 65% of consumers connect with brands on social media “for the games, contents and promotions”.

This sends a message loud and clear: reward consumers who follow you on social media, and reward them instantly.

(No coincidence that I located these Facebook pages by clicking on the brands that my friends have ‘liked’ on Facebook just minutes ago.)

I think this goes to shows that most consumers aren’t very selective about the brands that they choose to like as long as they benefit from liking the page. This means that new or relatively less well-known brands can get people to like their Facebook page by providing attractive rewards; while conversely, household brands should not count on product loyalty translating into Facebook page likes.

…unless of course you are a brand with a strong cult following such as Coca-cola, Disney and Starbucks (the three brands have an average of 32 million likes despite not having any incentive for people to like their page).

When Social Media Attacks

2012-01-24T21:41:00.005-05:00

Oh my. There was a social media bloodbath on Twitter today as a McDonald's hashtag campaign went horribly wrong.

In an honest attempt at sparking some nostalgia and happy memories, McDonalds decided to implement the hashtag, #McDstories, hoping people would share some of their favorite traditions and experiences with the company. Instead what they got was a tidal wave of unhappy memories, anger, sarcasm, and negativity. The responses were bad. Really bad. In the end, McDonalds reps pulled the tweet after two hours of the onslaught.

Now the question becomes, was McDonalds wrong to start this hashtag? Personally, I don't think so. Let's be honest, Mickey D's is a big part of American life. Especially now, with busy parents and a hurting economy, kids grow up with a lot of fast food. It's pretty realistic to think that some people might have some good memories. Maybe the people that are really happy with McDonalds are too young to be tweeting? It's only in the last ten years or so that the golden arches have really stepped their game up. Their food still isn't the healthiest, but it's much better than it used to be. They're extremely innovative and efficient and they are sincerely trying to improve themselves.
So while the idea was a valid one, it may not have been thought through enough. Perhaps McDonalds should have considered their spotted past and the age groups of Tweeters.

There are important implications to this fiasco for any and all considering using social media as their medium. Social media is an open forum which means people can say whatever they want! Use caution when starting something that could go viral, like a hashtag or a video, because you can't moderate how people use it. Commenting and sharing can clearly be positive or negative. In Dii, we see this all the time with pharma brands who fear adverse event reporting. While I think social media is becoming a necessary stage, a little of this outlook is a good thing. It is absolutely essential to have a contingency plan; a way to swiftly deal with a situation gone wrong. I think McDonalds acted well in this situation. They tried to let it play out, but then removed the hashtag and issued a statement quickly. Failing to respond well to a crisis can do irrevocable damage to brand image, whether it is ignoring the issue or greeting the press with a horribly unbelievable statement.

The point I'm trying to make here is that there is a process to going about campaigns. First understand the situation, medium, implications, and potential successes and failures. Second, prepare for the failures, just in case. If everything looks good, go ahead, at least you'll be ready for whatever happens.

If you want to see more of the tweets (and some of them are hilarious) visit Gizmodo

Internet Radio for Marketers

2012-01-24T10:28:00.008-05:00

During the last 21 years of my life, the ways in which I have accessed music have drastically changed. I can still remember the excitement of when my dad gave me an old cassette tape player. I spent the next few months blissfully jamming to Disney's greatest hits. The player became part of my being, accompanying me on all sorts of adventures: music became a constant backdrop to my life. Just a few years later, I received a CD player, and I could listen to the Backstreet Boys, NSYNC, and a slew of other amazingly embarrassing pop classics whenever and wherever I wanted. Thinner and lighter than cassette tapes, CDs were must easier to carry around, and I could easily carry up to 20 CDs in a zip-around case. My world really turned upside down when the iPod entered my life. Defined by portability and convenience, I had over 500 songs at my fingertips at any given moment, and could easily switch between albums with a spin of the click wheel.One source of music that has remained constant throughout these transitions has been the radio. Every time I step into the car or make myself a snack in the kitchen, I turn on the radio and flip through my favorite stations. Even though the radio inherently grants less control and accessibility than a CD player or an iPod, due to limited stations and advertising, neither device can provide the thrill of randomly coming across a great song. I sometimes enjoy forfeiting my control and appreciate a more passive listening experience.Over the past few years, with the government cracking down on internet piracy and illegal file sharing (see this NY Times Megaupload story), radio has transitioned to the internet with the advent of Pandora, Grooveshark, Spotify and other free and subscription-based internet radio services. These services rely on advertising content to provide listeners with a wide and diverse library of music. Furthermore, with less people buying music, music production companies may soon rely on these internet radio stations to survive. This symbiotic relationship demonstrates the importance of internet radio for advertisers and vice versa. Check out the presentation below to learn more about internet radio services and the opportunities they offer for effective marketing.Internet Radio for Marketers

View more presentations from RTC Relationship Marketing

Paint by Pictures

2012-01-23T13:31:00.008-05:00

We are all on line non-stop, and with any community, we begin to separate "circles of friends" just as we actively separate our Internet usage by our intent and goals. When I shop, especially for clothing, I expect a rich media category of sites including pictures, reviews, words, editorials, lookbooks, etc. before being pushed to an online store/point of purchase and happily walking away with my overpriced goods. Now, on the other side of the fence, reading articles, scanning Flickr accounts, keeping up on blogs is almost more of a single-faceted, reel-format of content that drifts across one's eyes.

For this inaugural post, I want to talk about an Aesthetic revolution in media, not only in ways that brands are packaged, but an overall movement and heightening of style and content. I'm a daily reader of Hypebeast, a great aggregator of "cool" content that is sharply targeted toward male 18-25 urbanites with that insatiable appetite for music, fashion and design. This morning I read this piece on Pinterest, which I finally took the time to get on and check out, and was sort of amazed at the similarities and differences to Tumblr, which Pinterest seems to be modelled after.

" ...The true black horse of 'Instablogging,' a term used to describe the immediate point-and-shoot nature of allocating content across networks like TUmblr and Instagram, is without a doubt Pinterest. From what seems like out of nowhere, the platform has been written up as a branding tool on Mashable, citing as a secret weapon for Fashion PR and even made it onto the list of the top ten most-trafficked social networks at the end of 2011, beating out sites like Google+ in the process..."

Having used Tumblr for several years and now Pinterest for several hours, I've noticed that the alarming and addictive popularity of both these personal and brand portals is a robust infrastructure coupled with a powerful shift in visual language. Tumblr and Pinterest both crowdsource content from their users and produce unique "layouts" that propose a proletariat user interface with infinite customizations. Amid shots of "food porn," women's fashion and inspirational quotes there is distinct language being adopted on both these image-heavy, share-heavy microblogging interfaces. As with any social network, real returns for businesses and brands can really only be seen when the site has reached a certain capacity.

Make no mistake, the visual culture of the Internet is becoming increasingly deep. For some, it is finding inspiration, storytelling and an overt "cool," for others it is producing the brushes, the canvas, the paper and the paints that make these pieces possible. Pinterest will become an overarching opportunity, especially for lifestyle brands to be able to extend a friendly, but exquisitely gloved hand to the everyday consumer in ways that other social media portals can only dream of. The reason is this aesthetic revolution, a revolution in the way we consume and communicate through media online. It's no longer important to find the best images and inspirations, but more so to tie them in a curatorial package that can be viewed as a whole or split into categories. This is where Pinterest has a leg-up on Tumblr, the ability to collate. The age of Internet curation might have come and gone in the last five years, but only that rather than the method, the venues continually grow and become more robust.

A Day Without Wikipedia

2012-01-20T15:12:00.003-05:00

A black cloud loomed over the world on January 18th as Wikipedia shut down in protest to the Stop Online Piracy Act (SOPA). Simply put, SOPA, which Texan Republican senator Lamar Smith pulled today, sought to fight online trafficking of copyrighted material and counterfeit goods. The bill would protect intellectual property, such as songs and movies, and possibly curtail the distribution of counterfeit pharmaceuticals. To achieve these goals, advertising networks and payment facilities could no longer service websites accused of conducting such activity, and search engines wouldn't be able to display these sites in search results. As expected, the entertainment industry heavily supported this bill, while tech companies like Google, Wordpress, and Wikipedia vehemently opposed it. So how would SOPA actually affect us? Sites like Wikipedia and YouTube, which run on user-generated content, would face the risk of being shut down. A Wikipedia entry or YouTube video, which seemed to commit a copyright infringement, could be quickly shut down. Furthermore, search results would be censored, no longer showing honest results for our queries. Check out this infographic from Mashable to learn more.

What otherwise would be a normal Wednesday afternoon, became a memorable day in tech history as SOPA rose to the forefront of American consciousness. It was nearly impossible to escape SOPA as it was present everywhere, from the TV at the gym to my Facebook newsfeed, it seemed like everyone was talking about it. There were even 2.4 million Tweets about the impending legislation! Many sites decided to protest the website along with Wikipedia. Wednesday's 'Google doodle' featured a large crooked black rectangle slapped on top of the site's famous logo, and Wired censored most of the content on its homepage with black rectangles. See this Mashable slideshow for some more blocked sites.

SOPA-talk no longer focused on protecting the intellectual property of artists and others, but now concerned protecting the right to access information on the internet. The internet and its information-sharing capabilities have become an important part of contemporary culture--for many, these information-sharing platforms have became an extension of ourselves. We rely on YouTube to experience the joy of listening to our favorite songs or rewatching old tv clips. We rely on Wikipedia to look up facts and figures, and Blogger to express our thoughts and opinions. As I was watching the latest episode of Modern Family on Wednesday night, I wanted to know Sofia Vergara's age and immediately jumped to Wikipedia for the answer (only to be presented with the blocked homepage shown above). Legislators and others question, however, at what point, does information-sharing become illegal distribution? As internet piracy and counterfeit cost the US thousands of jobs and billions of dollars each year, perhaps the self-indulgent activity of information-sharing may be causing more hurt than good. There are certainly lots of issues to weigh when it comes to this issue, but the SOPA controversy further demonstrates the ways in which technology continues to shake up outdated legal, cultural and social norms.

QR Codes Make Sure You Always Get Your Perx

2012-01-20T14:03:00.006-05:00

Unlike Ruth, I am part of the 5%. This summer I developed an unhealthy addiction to QR codes, and whipped out my iPhone every chance I spotted one--living in New York City, where every surface is potential ad space, my QR-code scanner got a lot of action. I became fascinated by the power held by this geometric black-and-white square--where was it going to take me? A website? A YouTube video? The excitement of discovering a new QR code and the subsequent surprise only fed my addiction.

I certainly agree with Ruth's frustrations regarding QR codes. Unfortunately, many marketers have developed the habit of thoughtlessly slapping a QR code on all consumer-facing communications. Nothing is more frustrating than being directed to a non-mobile-enhanced site, and don't get me started on QR codes in underground subway stations--if I can't make a phone call underground, how do you expect me to access 3G?! Frustrations aside, I still believe that intelligent and effective usage of QR codes provides a beautiful consumer experience.

Take, for example, a new iPhone app called Perx, which stores all of your loyalty program cards into one clean and convenient space. Isn't it the worst when you realize if you had your loyalty card you could get that tenth ice cream cone for free? With Perx, you no longer need to carry around the world's thickest wallet or key ring to get rewarded for your purchase. Users subscribe to their favorite merchants' loyalty programs directly on the app. When making a purchase, users just scan a QR code provided by the merchant with the QR-code scanner contained directly in the app and automatically get recognized for their purchase. Although participating merchants are currently only in Singapore (the app's creator Maiplay Pte. is located in Singapore), with merchants like Dunkin' Donuts and Subway, there's potential for the app to make it big in the US. See this video to learn more about how the app works:

Perx from Perx on Vimeo.

Perx is an example of an intelligent use of QR codes, and really takes advantage of the smartphone's best qualities: convenience, mobility, and easy access. If you're like me, I hate when my wallet is too fat (although, as a poor college student, I certainly welcome cash) and I constantly take out gift cards, loyalty cards, and other random papers so it can fit comfortably in my pocket. With Perx, users don't have to worry about leaving loyalty cards at home because they are contained right within their smartphone, which they always will have with them. Moreover, Perx provides for a swift checkout--you no longer have to search through every pocket to find your card and hold up the rest of the line--just load the app during the transaction and you're set to go. Lastly, the stationary transaction allows for an easy QR-code scan. Needless to say I hope this app takes off in the US, and I hope to see a similar one for gift cards in the future!

A post about textbooks on the eve of Apple's education event

2012-01-18T16:53:00.002-05:00

Oh you text books, so heavy and dry,

With the rise of the tablet, you'll probably die.

I shall not miss your traditional form,

For the state of my back is all weary and worn.

The digital age has improved your design,

For students who remain in school for some time.

New gadgets and tools to make learning more fun,

Alas my four years of college are done.

Still though I'm happy and so full of glee,

That you're much less expensive and weightless yipee.

*Takes a bow*

I'm a big proponent of e-textbooks. Teachers can be obnoxious and make you carry them to class every day, so being able to store them all on an iPad, Kindle, or laptop is a great thing. Digital versions also tend to be less expensive, and who can complain about that?

There seemed to be a lot of e-book news today, likely leading up to Apple's event at the Guggenheim that is supposed to deal with iPad books and publishing. I was excited to see companies like Chegg and Kno coming up with more creative ways to use the functionality of the iPad to increase the educational value of the books. Chegg is debuting a flashcard program that can be used as a study tool in conjunction with e-textbooks. The program takes key concepts, definitions, and facts straight from the book and compiles them into a graphic and engaging study tool so you lazy students don't have to. Yaaay technology! The video below, narrated by a man who sounds tired from writing too many flash cards, gives a brief glimpse. Kno also features a dashboard that displays metrics like how much time you've spend reading and your past performance on tests.

Kno Flashcards from Kno on Vimeo.

Chegg on the other hand, is taking some features that aren't so new, like highlighting and note taking, and making them prettier. For example instead of just highlights, you can mark sections with a question mark, so that you know to brush up or look for more information later. As more and more technology is integrated into the classroom, functionality like this can really improve study habits and keep kids organized.

To close, there is one big problem with e-books. Backlit screens. Technology has solved two problems, portability and weight. Hooray! But now we can read endless pages of super dry material on a screen that makes our eyes bleed. Womp. E-textbooks are begging for the development of the color e-ink screen. Some are in development, but the color lacks and richness or vibrancy. I suppose since I'm graduating, it really doesn't matter to me, but I think there are some really big opportunities for educational e-readers.
For now, let's see what Apple has to say tomorrow at their big event tomorrow at 10am.

Digital comes to the rescue of sad job applicants

2012-01-11T17:00:00.000-05:00

For those of you who don't know me, I'm currently finishing up my senior year at U-Maryland and that involves finding a job. Though the Dii team keeps letting me come back, I'm still out searching for that shiny first full-time job. I'm not much of a fan of the whole job search. I think many would agree that it's tedious and frustrating.

Well today I got excited.

Mashable featured an article today about a new internet venture that wants to help organize your job search. The site is called StartWire and links up to your LinkedIn or Facebook. Essentially what this does, is aggregate your open job applications into one spot, and keeps track of the status of each one. They'll send you updates via email, and suggest other places you might apply based on your profile. According to Mashable, the fine people at StartWire will also look at your open applications and tell you which of your connections you should ask for a reference.

Credit to Mashable for the image. I couldn't look at my own analysis because I don't have my resume on this computer...womp.

I don't know about you guys, but to me this is like a dream. The reminders are great, the interface looks simple, and the functionality sounds amazing. The caveat is that the companies you're applying to have to be registered with StartWire. According to the site about 5,400 employers have signed up, and for that I thank them. Hopefully as word spreads, more will join up and less people will feel like they're in a void.

I'll stop gushing now and throw out some takeaways. First, services like this further illustrate the importance of a digital profile. The number of employers that use online profiles in their searches increases every day. Over the summer LinkedIn released a new button for career sites that lets you apply for a job solely with your LinkedIn profile. If you're looking for a job, build out your profiles and have more than one. LinkedIn is a must but don't stop there. Clean up your Facebook into something you can be proud of. Start using Twitter or a blog for thought leadership and to show you're up to date on trends. Check out About.me as a simple, visual way to show yourself off. There are a ton of other ways to make yourself known on the web and as long as you take them serious they can be of benefit.

To businesses, let me be the first to say, there's nothing more disappointing than applying for a job at one of your favorite companies and never hearing back from them. That being said, companies where jobs are highly competitive should be the first to get on this. If your HR department is receiving more resumes than they can count, this can be a way for them to avoid having to contact each applicant, while at the same time avoid looking like jerks. A service like this can help brands stay consistent in just one more area. If your brand is supposed to be fun, friendly, or emphasize customer service, and you fail to respond to applications, I personally think that hurts your equity and makes you less believable. Your brand should be the same inside and out. Using StartWire can at the very least automatically notify applicants if they are rejected so they can go on with their search. It may not be personal, but it's better than nothing.

For more information, check out the article at Mashable or go to the source and join up! Happy hunting.

We are the 95%

2012-01-09T12:21:00.011-05:00

I may not be the savviest of smartphone users in the sense that I do not scramble to upgrade my phone each time a new operating system is released, nor am I one of the first people to try out the newest apps in town. I however, definitely consider myself a fairly regular smartphone user - I access my social networking accounts via mobile, shop via mobile web and go about daily life with constant references to my weather app, transport app, schedule etc.

But, according to adage, I am but one of the 95% of mobile users in the states who do not scan QR codes.

QR (Quick Response) Codes seem to be the marketer’s answer to “integrating” their online and offline campaigns and getting consumers to interact with the brand digitally. However, despite being surrounded by QR codes (in malls, buses, behind my cereal box and even in toilets!), I rarely see people actually scanning these codes.

While I can’t speak for the rest of the 95%, here are some of the reasons why I do not scan QR codes:

1) Unlike the camera app, which is already installed in the phone, I would have to download a QR code scanner before I can start scanning. This leads me to my next problem...

2) I am torn as to which app I should download. A quick scan through the iTunes app store showed more than 10 different QR code scanners which I can choose from. Reading through the reviews about the app, there seems to be a significant number of people who face problems getting their QR scanners to work.

3) And when I finally succeed in download a working QR code scanner, there’s this problem plainly referred to as ‘silly placements of QR codes’. There are just too many companies that throw in QR codes into their promotional materials at second thought – I have seen (far too frequently) instances where I would have had to squat in the middle of a crowded department store or be on tiptoes just to reach the bottom left or top right of a poster where the QR code has been banished to. And no, I do not have enough time to whip out my phone, find the QR scanner app, wait for the app to start, and scan the code as I am ascending the escalator.

4) When I do find a QR code that is thankfully placed at the appropriate height, few QR codes are actually even worth the scan. Another pet peeve of mine is QR codes that do not come with any explanation of what the QR codes are for, or what consumers should expect should they scan the code – and no, ‘scan the code to find out more!’ is not enough of an explanation.

So what would motivate me and hopefully others from the 95% to start scanning QR codes? Here are some QR code best practices which I hope would enlighten companies to the effective use of QR codes:

1) Cooperate with mobile phone providers to have QR code scanners pre- installed: While this might be a far cry, having a QR code scanner pre-installed in the smart phone would be a great way to get people started on using QR codes. According to Nielsen, most used apps are Facebook, Email, Maps, Search and Angry Birds, all of which are pre-installed apps.

2) Educate your audience: One of the main reasons which people state for choosing not to scan QR codes is simply because a) they do not know how to and b) they don’t see why they should scan the codes. Therefore, I would recommend for all marketers to address the questions “how does it work?” and “what’s going to happen after I scan the code?” in every promotional material that includes a QR code. '

3) Avoid small, complex QR codes: Smartphone cameras with resolution less than 4- megapixels can't scan a QR code smaller than about 1"x1". Moreover, without the auto- focus (AF) camera feature, a complex QR code will have the same scanning issue, even if the code is larger. The iPhone 3GS and Blackberry are popular handset examples that lack both of these camera features. Therefore, marketers should stick to these 3 rules when it comes to the size and placement of QR codes: simple, large, central.

4) Make your QR codes worth the scan: Because users are putting in the extra effort to scan the QR codes, it is inevitable that they have higher expectations as to what content they hope to find. Therefore, companies should learn to reward users who scan their QR codes via discounts, exclusive content, value-added service, etc. A QR scan that does nothing but to only bring me to the company’s website (worse if it’s a non-mobile optimized website!!!) would only further discourage me from ever scanning QR codes again.

5) Beautify your QR codes: Take a cue from the Japanese and make your QR codes so irresistibly appealing that users can’t help but want to interact with it. This would probably be useful in getting more females to start scanning QR codes as well. See this article for more information on how you can make your QR codes more beautiful.

"hey buddy, it's getting a little wet in here..." - Your Basement

2011-12-12T14:06:00.014-05:00

Remember those moments when you wished that your basement would just somehow tell you when it's flooding or your washing machine would just holler when your laundry's done?

Well, say hello to Twine - Twine is an unassuming, small blue brick which connects to Wifi and comes with built in with sensors that monitors temperature, motion and moisture levels in the environment. Users can program their Twine to send them alerts via text, email or twitter whenever the programmed environmental conditions are fulfilled. (e.g WHEN moisture sensor is wet, THEN tweet "basement is flooding!")

Most importantly, the beauty of Twine lies in its really simple webapp, Spool, which allows users to program their Twine in human language (Thank you Steve Jobs for showing tech geniuses how to humanize technology for the benefit of us lesser beings!), as well as the fact that the functional possibilities of Twine are endless as new sensors can be added anytime.

Also, operated by basic AAA batteries that would keep Twine running for months, Twine would even send you an email when the batteries are running low.

In addition to helping users to perform their household chores more efficiently, I definitely see Twine as an afforable solution which people can use to help keep their home safe. For instance, Twine can be used to alert users on natural disasters such as earthquake, floods or fire with its motion, tempreture and moisture sensors, or even when someone is tempering with their doors in the middle of the night.

To get a more detailed description of how Twine works, see here and here.

Dii POV: AdverseEvents.com launches; questions FDA validity

2011-12-06T11:38:00.001-05:00

A fairly new website, AdverseEvents.com, started by a few guys from Sapient Research, seeks to provide a better user experience and more accessible data on side effects and drugs for consumers and healthcare professionals. RTC has written a full POV which you can read online.

The site is controversial for two reasons. One, it has been publishing reports which suggest that the FDA is not accurately assessing side effects incidence rates. Two, it is gathering its data on side effects from 3 sources, 2 of which are unvetted and unregulated. AdverseEvents.com gets their data from the FDA's database, online user submissions and social media commentary. They aggregate and publish this data on their website which is free to the public (a more robust version is available for a subscription fee).

The site has only been in market since September, and it has yet to make a dent in daily traffic or search results, but it has gotten people talking about the implications of an outside entrant publishing information on side effects and evaluating risk.

Download the PDF from SlideShare: http://www.slideshare.net/rtc123/rtcrm-povs-adverseeventscom-november-2011

RTCRM POVs: AdverseEvents.com, November 2011

View more documents from RTC Relationship Marketing

If It's Awesome....

2011-11-15T13:32:00.001-05:00

When Google+ launched I thought, "not another freaking social network I have to join." Actually I think everyone on the Dii team had the same reaction. No one wanted to join another network, even though we do this for a living. At the time I just figured I was at social media overload.

Pinterest is awesome.

But then, Pinterest came on the scene and my reaction was "SQUEEE!!!!" I was really excited about it. It was visual. It was unique. It made me happy.

As I'm seeing more and more people jump on the Pinterest bandwagon, I'm realizing that there's always room for more. That is, there's always room for more if it's different and awesome. Google+ is just trying to take people from Facebook. It's really not offering anything new other than a less-crappy way to organize the people you are connected to. For it to be fun or useful at all, you had to know other people using it. Pinterest is awesome from the get go. It doesn't matter if you know other people on it.

My message to people trying to create the next Facebook is STOP. Do something new. Do something unique. Offer me a wafer thin slice of doubly chocolate chocolate cake with some kind of crazy foam on top. Do that and we'll all come play. Try to be the next Facebook, and I'm already bored.

2011-11-10T14:26:00.012-05:00

It’s an open secret that Groupon is failing miserably in China.

On the surface, it seemed like the American-based group buying site, Groupon, had what it takes to succeed in China. China’s sloppy regulation of online businesses is the perfect breeding ground for online scams. This is why local chinese consumers are generally wary when it comes to shopping online. Groupon, with its reputation of being a globally renowned, reliable group buying site, seems to be just what Chinese e-shoppers are looking for.

So why aren't Chinese consumers flocking to the site, comforted by the knowledge that they can finally shop online with a peace of mind?

Unfortunately, despite being lax in its regulation of online businesses, the Chinese government ironically has a tight-fisted control over its citizens’ access to foreign websites. Therefore, with no access to major international social networking websites like Facebook, Twitter and even Youtube, there is little opportunity for local Chinese consumers to come into contact with the Groupon brand prior to its launch in the country. Simply put, due to China’s strict internet censorship policy, few local Chinese consumers would have heard about Groupon, and even less so its reputation.

However, having no known reputation prior to its launch certainly did not put the nail in Groupon's coffin.

According to Edward Yu, chief executive of Beijing-based Analysys International, “The consumer [in China] doesn't really care who is who. As long as the browsing experience is good, the price is good, they don't care who is providing the service".

Although this means that competition is stiff in the Chinese market, even for old-timers, this also implies that Groupon China had the opportunity to surpass its already established competitors, had they put in the effort to constantly value add and differentiate themselves.

Sadly, having compared Groupon China’s website, gaopeng.com, against its major competitors’ (tuan800.com and Lashou.com), I felt like I saw three similar sites, only in different colors. All three sites had similar-looking layout, fonts, and even products and offers – and I’m not even talking about Groupon China’s biggest copycat/rip-off, groupon.cn.

Honestly, I was disappointed because I expected much more from Groupon. From the Chinese consumer's POV, there doesn’t seem to be much incentive to switch from using other already more-established group buying sites to gaopeng.com.

Speaking of reputation, there is a Chinese idiom that says "good news never go beyond the gate, while bad news spread far and wide”. According to research conducted by Nielson Wire in 2010, bulletin board systems underpin popular social media behavior in China – more than 80 percent of social media content is bulletin board systems. The research further elaborated that Chinese Internet users are the most likely in Asia Pacific to post a negative online product review, and are the only consumers in the region more likely to share negative reviews than positive reviews.

This is a warning which businesses in China should never ignore because any mistakes they make will most certainly not pass without (online) commotion.

Unfortunately (again!), just early this week, news broke that Groupon China had sold counterfeit luxury watches to hundreds of shoppers via its site.

To confirm my suspicion of the expected consequence, a quick search on popular Chinese search engine baidu.com showed that the top 5 search results of ‘Gaopeng.com’ were criticism over Groupon's accidental "fraud".

I have very bad news for Groupon – there is also a Chinese idiom that says “bad reputation lasts ten thousand years”.

Now that might just be the last nail in the coffin.

The above are my opinions from a digital marketer’s POV. For a business POV, check out this and this.

Above image taken from http://thoughtfulindia.com/2011/08/is-groupon-a-joke/

That tweet about your upcoming weekend trip to Vegas?

2011-11-04T16:20:00.010-04:00

Perhaps not too good an idea.

According to a survey conducted by Credit Sesame this year, a whopping 78% of 50 ex-burglars interviewed said that they strongly believed social media platforms like Facebook, Twitter and Foursquare are being used by current thieves when targeting properties. (See infographics here)

Just last year, there were nearly twice as many home burglaries in the day than in the night. This potentially implies that social media is empowering burglars to perform their illicit deed fearlessly, in broad daylight, with full knowledge that they’re not going to get caught because no one’s home.

Honestly, I’m not too surprised.

Being a social media junkie, I’m usually quick to try out new social media platforms. However, I had my reservations when Foursquare first introduced ‘check in’ – a feature that notifies the people who have access to your profile about your current location.

I was worried that we were pushing the idea of ‘online sharing’ too far.

Contrary to my worries, it seems like there are many out there who are perfectly comfortable with the idea of letting others know about their current location. A poll conducted by MetLife Auto & Homes in the U.S showed that a good 15% of Americans use social media to report that they left their home. On top of that, 35% of Americans age 18-34 check in or tweet about their location. I personally believe that the numbers could be even higher with the growing number of location-based social networking apps and websites.

I am not trying to say that we should delete our social media accounts and go back to writing letters. Social media is fascinating - It connects people all over the world together, provides us with a platform to share about our lives and help us to establish and maintain relationships across time and space.

Nevertheless, we should never forget that these are the exact same reasons that may cause our safety to be compromised when the information we share is used against us.

My advice is, the next time you share something private online, check your privacy settings to make sure that only the people you really know get to see what you post. However, if you insist on leaving your online platforms open, ensure that you are careful with what you reveal – simple stuff like avoid announcing that you’ll be out of town for an extended period of time (especially if it is obvious that you live alone) or posting photos that reveal your address or landmarks near your home could go a long way to ensure that you are safe from any possible attacks. (Check out RTC's previous article for more travel best practices that can help you stay safe during this holiday season)

Because your friends might not be the only people who care that you are away on a holiday.

Happy Halloween from Dii

2011-10-31T10:44:00.001-04:00

In honor of Halloween, we'd like to Thank two of our fearless leaders, Dave Greene and Brent Canfield. Fearless, yes, but really it's because we enjoy dressing like them!

Happy Halloween From Dii

2011-10-28T16:15:00.006-04:00

Yup. It's that time of year again.

Personalize funny videos and birthday eCards at JibJab!

YouTube Town Hall: A Fun Way to Educate Yourself on the Issues

2011-10-27T17:06:00.006-04:00

I just recently discovered YouTube's Town Hall channel, and I think it's a great comprehensive and approachable resource for people to educate themselves on the most relevant political issues. YouTube Town Hall features videos by members of congress across the Democratic and Republican parties explaining their positions on various issues, including the Economy, Budget, Health Care, Energy, Education, Afghanistan, Immigration, and Transparency. In the debate section, users are presented two videos from members of congress with opposing positions. The speakers' political affiliation isn't shown until the users select the video they support. The platform is neutral, representing all positions across the different parties, and encourages users to form their own opinions on the issues, regardless of party affiliation.

In the Leaderboard section, users can watch the most popular videos of the month and all time. Users can even submit questions to Town Hall--each month members of congress will answer a selection of the top-voted submitted questions. I enjoy the platform because it is interactive and engaging, and most importantly, encourages education on the most important issues just in time for the upcoming 2012 presidential election.

Scientific Uses for Twitter: Estimating Flu Outbreaks Using Tweets

2011-10-19T13:34:00.000-04:00

Three researchers from Iowa released a study post H1N1 2010 that demonstrated how they were able to statistically estimate the regional pathway of Flu and H1N1 outbreaks using Twitter data. Similarly to Google's Flu Tracker which uses Search data to identify regions of Flu, the researchers used keywords found in Tweets to estimate where H1N1 would show up. They chose Twitter results because 1) they felt that the Tweets provided more context and sentiment (such as "went to my doctor today with possible Flu symptoms"), than search data and 2) because the Tweets would provide an opportunity to proactively estimate where the Flu would hit next when overlaid with geo-tracking. Using machine-learning methods, they created mapping models that used keywords like "flu, h1n1, vaccine, shot, shortage" to follow disease outbreaks and then compared this information to CDC findings. They were then able to estimate on a regional level where the disease would appear (often 1-2 weeks ahead of CDC projections) using a similar methodology. This study was published in May 2011 and is available online. The chart below shows how their findings using Tweeter ultimately matched the CDC's reported cases.

* Chart From : Alessio Signorini, Alberto Maria Segre, Philip M. Polgreen. The Use of Twitter to Track Levels of Disease Activity and, Public Concern in the U.S. during the Influenza A H1N1, Pandemic (Via Mashable.com)

As we move into Flu season it will be interesting to see how Twitter activity trends. Will it provide the same insights as 2010 and will researchers be able to use it year over year? The H1N1 scare clearly created a high standard for Twitter volume; it also occurred at a time when Twitter was growing steadily (Twitter estimated a 100 million new accounts in 2010) and people were jumping on the bandwagon. A year later, according to comScore, Twitter's growth hasn't slowed, so it's possible that we will see another year of Twitter disease tracking. According to these three researchers, there are other groups around the world that are currently working on similar statistical analyses and projections for the 2011-2012 season.

A Comparison of Illness Tracker Maps

2011-10-18T16:14:00.004-04:00

Earlier this month, Michelle posted about Sickweather, a Baltimore-based start-up that seeks to harness the power of social networks to report the prevalence of local illnesses. Sickweather has developed an algorithm to probe through publicly available information on social networks like Facebook and Twitter to predict the emergence of local illnesses, based on reported symptoms or diagnoses. Sickweather will organize the geographically-tagged information in a “weather map” of symptoms, allowing users to find information relevant to their local communities.

While Sickweather is the first site to utilize user-generated content on social networks to track emerging illnesses, other sites have developed illness trackers that compile information into maps of symptoms. Sickweather’s leading competitor is HealthMap, developed by a team of researchers, epidemiologists and software developers at Children’s Hospital Boston in 2006. This website (as well as the companion mobile app Outbreaks Near Me), monitors and filters infectious disease information from online news aggregators, eyewitness reports, expert-curated discussions, and validated official reports across 9 languages and organizes it into a map. Users can directly click on reports posted on the map, or peruse through a list of all reports. HealthMap has created a flu-specific map, Flu Near You, and a dengue-specific map DengueMap in collaboration with the Center for Disease Control. HealthMap has also collaborated with the US Department of Health and Human Services to build an interactive map for Flu.Gov, a website that provides government-wide information on seasonal and pandemic influenza. Users can directly access state news and state resources directly from the map. Other initiatives include MedWatcher, which compiles reports on new drug warnings and adverse events, and OutbreakMD, a platform for health professionals with limited internet access to track and report diseases.

Google has taken a different approach to tracking illnesses with its Flu Trends and Dengue Trends maps, which use aggregated Google search data to estimate disease activity throughout the world. While Google recognizes that not every individual who conducts searches related to flu or dengue are infected with the illness, comparisons of query counts with traditional illness trackers have shown a high correlation between search queries and disease prevalence. Google has developed an algorithm for estimating cases of the illnesses throughout the world based on search queries. A comparison of Google trends estimates for dengue and influenza and actual government-reported data demonstrate high concordance, legitimizing Google’s approach. Google’s flu and dengue trend maps provide real-time information, allowing for early illness detection and prevention.

Who is Sick? compiles user-reported illness information and symptoms and organizes it in a map. Users report their symptoms, such as runny nose, cough, or stomach ache, how long they have experienced those symptoms, zip code, sex, and age, and have the option to provide more details. They can then directly access other reports from the map, or search and filter all reports by symptoms, location, sex, age and keywords. Who is Sick? organizes illness information in analytics summaries, identifying trends and outbreaks. Discussion boards give users the opportunity to discuss illnesses. Users can also sign up to receive information by e-mail about local outbreaks.

HealthMap, Google and Who is Sick? already utilize different approaches to tracking emerging illnesses, from official data to search queries to user reports, and present this information in the form of a map. Sickweather’s methodology, which compiles publicly available information on social networks, takes advantage of illness information that users report to friends and family in real-time. Only time will tell whether social networks provide accurate information in regard to illness!

New "Perspectives" Issue: October 2011

2011-10-18T13:51:00.000-04:00

This month, "Perspectives" focused on the intersection of technology, social media, and cultural institutions. You can read all about the ways that museums, parks and cultural events are using digital technologies in the October edition of "Perspectives," available here. Enjoy!

Gilt unveils new design!!

2011-10-18T10:57:00.000-04:00

I'm kinda obsessed with Gilt.com and their newly designed Home department has my heart all a flutter. They've added a clean, navigable layout with a main and sub navigation (previously you should scanned by sale to find an item you liked). They've added additional products and categories, while maintaining a section for their flash sales. There's now editorial sections and designer insights, complete with videos.

I guess other fanatics have gotten wind of this big reveal because as I was writing this the site crashed :)...

Facebook Changes unveil Timeline, Apps and Insights

2011-10-17T14:53:00.001-04:00

In September Facebook unveiled changes to their platform, including the release of Timeline a new profile layout, Open Graph applications which allows for advanced and more integrated app development, and finally updates to Insights, Facebook's analytic suite. These changes bring opportunities and challenges for marketers across industries. In a recent POV, we discuss the implications and provide step-by-step thoughts on how to approach these changes.

You can read this 4 page POV online.

DDMAC Renamed OPDP

2011-10-17T12:41:00.001-04:00

DDMAC is no more. Poof! Gone. Just like that. Well....not really. The division of the FDA still exists, it just has a new name and acronym.

Now called The Office of Prescription Drug Promotion (OPDP), the regulatory body maintains DDMAC mission "To protect the public health by assuring prescription drug information is truthful, balanced and accurately communicated. This is accomplished through a comprehensive surveillance, enforcement and education program, and by fostering better communication of labeling and promotional information to both healthcare professionals and consumers."

The name change has been kept fairly under the radar; no FDA press release to explain the change could find on www.fda.gov. In fact, I only realized the change because I'm subscribed to receive updates from DDMAC and received an email titled "OPDP (Formally DDMAC) Update"

The only insight I offer into the name change, it that the new name aptly describes what this division of the FDA does to the general public. It may also be a move by the FDA to clearly separate medical device and over-the-counter medicines. But without any sort of press release or statement about the change, we're likely to keep guessing as to its purpose and meaning.

Achieving a Moment of Clarity through the Blur of Addiction

2011-10-13T17:20:00.004-04:00

After the devastating loss of Apple CEO and technology innovator Steve Jobs last week, I completely forgot about the release of the iOS 5 software update yesterday until speaking with some friends. Intrigued by new features and driven by F.O.M.O (Fear of Missing Out), I launched iTunes and patiently waited 2 hours for the iOS 5 download to finish. iTunes prompted me with a message stating that in order to install the update it would first reset my phone to the original factory settings before restoring with my personal settings and data. I accepted and, like a child on Christmas Eve awaiting Santa’s delivery, anxiously awaited the new features that Apple would bring. Much to my delight, the installation quickly finished and my iPhone was ready to be explored.

Almost.

My confusion started when instead of seeing my brightly-colored día de los muertos skeleton background, I saw a sleek gray background and the words “Configurar,” “Konfigurieren,” “配置,” and finally, “Configure,” flash across the slider bar at the bottom of the screen. Before entering into a state of panic, I opened up the iTunes screen and tried to re-sync the phone. iTunes, however, kept experiencing an error and could not sync my phone. Panic started to sink in, but I kept the expletives in my head, and decided to approach the confusion from the phone—maybe a configuration was necessary for the new update?

Wrong.

I discovered that the configuration was the same as the set up for a new device, and quickly the colorful vocabulary, which I had been able to keep inside up to this point, became audible to my roommate. Upon hearing my anger, but also worried dialogue, one of my roommates ran upstairs to find me fitfully pulling my hair and rubbing my face. After many attempts to engage me in conversation (he is a great friend), he finally learned that technology issues were the cause of my woe and quickly fled the scene of the crime (while caring, he is also very smart).

Had I really just lost everything on my phone? I feared that almost 4 years of data and customization would be lost in the realm of cyberspace, never to be seen or heard again. At this point, my anger and anxiety were joined by sadness and desperation. I felt lost. How could I have become so dependent on technology? How could I survive without my phone? How could I ever recreate what I had?

In a moment of lucidity, I thought to quit iTunes and launch it again. Much to my surprise and content (and fortunately for the safety of myself and objects around me), iTunes started to sync, which enabled the restoration of my iPhone to my personal settings and data. Just like a drug addict getting his/her fix, I felt a big wave of relief—I felt calm and peaceful. The frustration and anxiety subsided, ushering in security and clarity.

In a span of about 15 minutes, my mood jumped from that of a drug addict to that of a Zen Buddhist in meditation. All due to technology.

Reflecting on my behavior, I honestly feel pathetic and disappointed. I have become so attached to a piece of technology—although a sophisticated and beautifully designed object, ultimately a lifeless machine composed of metals and plastics—that losing it drove me to an uncontrollable state of panic. While losing my data would have been annoying, it would not have significantly impacted my life. All of my songs, videos, and apps are saved to my iTunes, my contacts are stored in my computer’s address book, and my photos are stored in a backup drive.

As corny as it may be, this experience has made me question my priorities and values. While I appreciate the features and the functionality of the phone, I really ought to appreciate what they represent and allow me to do. Instead of feeling security in having a record of past text messages, I should feel security in reminiscing on past conversations and knowing that I have developed meaningful relationships. The same can be said for pictures—the memory of the moment captured, and the way the experience has affected me are more important than the picture itself.

Kenneth Gergen, a psychologist at Swarthmore College, has proposed a more optimistic theory to explain cell-phone attachment. He postulates that the idea of the cell phone makes the individual feel more connected with others who are not physically with them. In summarizing Gergen’s theory, University of North Carolina Chapel Hill psychologist Jane Vincent writes, “It is as if there is a dormant pool of common and linked minds residing in the ether that the press of a button on the mobile can energise at anytime. The absent presence of each member of the community of users on each mobile phone has the effect of keeping people in touch with each other regardless of their actual distance apart or where they are.”

Gergen’s theory of absent presence presents a more positive outlook on cell-phone attachment in that the individual is not addicted to the technology, but the social interactions that the technology enables. Studies have demonstrated that the millennial generation is constantly connected through technology and social networks. With constant connectivity, the generation seems to crave more interactions as demonstrated by experiences like my own. Although it pains me to say this (I can hear my parents saying I told you so!) perhaps our generation could possibly benefit by putting down the cell phone, disengaging from social networks and engaging in real dialogue. More live dialogues, such as face-to-face conversations and those over the phone or Skype, which require a constant flow of responses, could probably better fulfill our need for social interaction than a text message.

After my phone was up and running, my roommate and I talked about my initial reaction to the possible data lose. We had a good laugh and then went to bed. I really hope that this experience will guide my use of technology in the future and the ways in which I communicate and develop my relationships. While technology has certainly changed our lives for the better, it is necessary to eventually turn of the cell phone or shut the computer screen and live in real life.

Sickweather Uses Social Networks to Track Illnesses

2011-10-12T15:44:00.000-04:00

It's no secret that viruses, colds and stomach bugs spread like wildfire in the early fall; a co-worker could come in with a cold one day, and the next day the entire office is coughing and sneezing. Or maybe all your Facebook friends are posting about the same sore throat that just won't go away. It would be great to know about these trends before you're the one getting sick, and one Baltimore-based start-up is actually doing it: channeling information from Facebook, Twitter, and other social network sites to predict what illnesses are going around in your area.

Sickweather uses an algorithm to sort through publicly available information on social networks, and cross-references it with geographic data to provide "weather maps" of reported symptoms. Its web site promises to alert users of when the next stomach bug will be passing through town or what neighborhoods are more notorious for chronic illness, based on what users are posting about the sneezes or sniffles they have.

Although the site is still in beta mode, it got me thinking about all the possibilities for pharma - this is the type of thing that could translate really well into a mobile app, or maybe allergy sufferers could use it to check pollen and dust levels in their town on a daily basis. It also has implications for people who travel frequently and want to see what illnesses are popping up in their chosen destination. The site also lets people keep track of their own health and that of their friends and family, meaning it has implications for caregivers too.

A 'Qwik' Turnaround for Netflix

2011-10-11T14:05:00.001-04:00

On Monday, October 10, Netflix CEO Reed Hastings published another post to the company blog, this time surprising both investors and subscribers with the dissolution of the DVD-rental branch Qwikster. Last month, Hastings announced the division of Netflix into two separate companies: Netflix, an online streaming service, and Qwikster, a DVD and video-game rental service. The announcement, which came only 2 months after the company’s new price adjustment, further enraged current subscribers, who responded with 28,000 comments to Hastings post, as well as investors, resulting in a significant decline in stock value. In this most recent post, Hastings acknowledged the frustration felt by subscribers due to the inconveniences posed by the division of the company (i.e. separate queues, separate accounts, separate billing information, etc.), and ended with positive message to subscribers: “We value our members, and we are committed to making Netflix the best place to get movies & TV shows.” He also highlighted the growth of the streaming service, which now includes over 3,500 TV episodes from ABC, NBS, E! and other major networks. This announcement elicited significantly fewer comments (730 compared to 28,000 and 13,000) than the company’s previous two, ranging from praise and appreciation for complying with the popular customer demand to some people calling for Hastings’ termination as CEO of the company. Investor’s positively responded, as the stock rose on Monday after a 62% decline since July. Cheers to Netflix for responding positively to customer demand, demonstrating regret and humility, and continuing to expand the company!

Perspectives September 2011

2011-09-26T10:06:00.001-04:00

In this issue we celebrate the back-to-school season by taking a look at some of the technology that is changing the way we learn and interact in the classroom. This month’s articles include:

• iclicker: Get the Internet Generation to Pay Attention in Class.
• Why Can’t We Be Friends? Teachers, Students and Facebook
• Using Social Media to Get an Internship
• Kindle Textbooks: Saving Backs and Wallets Since 2011
• The iPad as a Study-Buddy

Enjoy and let us know what you think.

RTCRM Perspectives September 2011

View more documents from RTC Relationship Marketing

Netflix DVD-rental service to become Qwikster

2011-09-22T15:15:00.006-04:00

This summer, Netflix announced a new pricing plan on its blog raising prices almost 60% for its unlimited DVD-rental and streaming services starting September 1 (that's an increase from $9.99/month to $15.98) without explanation. Just as loyal customers settled into the new pricing plan, after expressing discontent via social media including the company’s Facebook page, Netflix CEO Reed Hastings announced another major change on the company blog. In an attempt to explain the company’s last move, Hastings announced the division of the DVD-rental branch of the company. The rationale behind this separation was the branches’ diverging cost structures and marketing needs. The new DVD-rental company, which will also include a newly-developed video game-rental division, Qwikster, will operate separately from Netflix, requiring current Netflix customers to hold a different account with Qwikster.

While this announcement explained the company’s move this summer, it similarly generated widespread confusion and anger, driving customers to express their discontent via social media and investors to express their hesitance by selling stock. The posts range from anger to disappointment to confusion. The announcement has left many customers, including some of my own friends, with questions. Will current customers have to set up a new account with Qwikster or will Netflix automatically transfer customer information to Qwikster? Will customers’ current DVD queues and movie preferences (which some customers have developed for over 10 years) transfer to Qwikster?

Netflix’s behavior within the past few months has been criticized as reckless and insensitive. While Hastings’ has expressed legitimate concerns in the past about rising operations costs (citing costs of over $500 million just to mail DVDs to customers), the company’s statements and its launch of Qwikster present a PR shortcoming. The initial announcement this summer ignored the substantial price increase, failing to neither provide an explanation nor express discontent for such a drastic move. While Hastings tried to make amends for past wrongs with his latest blog post, the new blog left many customers feeling bitter toward the company and its newest endeavor. Moreover, the supplementary YouTube post did not fully deliver. Although normally a good strategy to build a more personal relationship with the customer and open up dialogue across more social media platforms, it felt scripted and was probably released too late. Furthermore, the company has yet to respond to customers’ questions and concerns via the blog, Facebook, Twitter or YouTube.

Many people have also questioned the branding of the new DVD and video-rental branch, Qwikster. The logic of the name is puzzling because this branch of the company actually provides a slower service. As many people turn to streaming alternatives, such as Amazon’s Instant Video, Hulu, and cable providers, Qwikster is not the "qwik"-est option. Additionally, the spelling of the new name is confusing—Qwikster could easily be confused as Qwickster or Quickster. To make matters worse, Qwikster, happens to be the Twitter handle of a drug-endorsing, girl-chasing man (whose Twitter backdrop displays Sesame Street’s Elmo smoking a marijuana cigarette), adding a few more layers to their brand reputation and social media dilemmas.

While Netflix has already committed some errors, there is still time to gain positive sentiment and improve customer relations:

· Return to the company’s roots: people love Netflix because the service is convenient. Netflix can help current customers transition to the new rental service by transferring account information including outstanding queues and movie preferences.

· Engage customers in a dialogue: utilize the blog, Twitter, Facebook and other social media tools to talk directly with customers and answer their questions. Netflix ought to take advantage of social media to mend hurting relationships with customers and remind them that they are valued.

· Be real: every business experiences financial woes and needs to take action, especially in a tough economic climate. Netflix ought to be honest with customers and give them legitimate support for their actions. By cueing customer in on rising operations’ costs, Netflix can establish transparency and help customers understand its situation.

Impending Facebook changes sound verrryyy curioussss....

2011-09-22T11:27:00.000-04:00

I'm thoroughly intrigued by Mashable's account or rather "trailer" of Facebook's soon-to-be revealed changes. Sentences like, "I have seen what Facebook is launching on Thursday, and it’s going to change the world of social media", and "The Facebook you know and (don’t) love will be forever transformed", are quite ominous and yet so curious. I want to see!

I have a serious love/hate relationship with Facebook, I love to hate it and I hate to love it. I can't stay off it, yet I loath how it consumers people (read: me). I often call Facebook, "the devil" due to its complicated privacy controls, ability to convince people they should post very minute of their uninteresting day, and stalking capabilities.

Today's the big reveal, so here's hoping...

BuddyGuard App

2011-09-15T15:23:00.003-04:00

Urban Daddy is a unique site; it's a city-specific newsletter on special offers, cool events, etc. that are going on, and it seems to be targeted towards international spies (or people who wish they were). They're constantly assuming that their members lead drama-filled, exotic lives of constant jetsetting and possible danger. It usually just makes me laugh, but about a week ago they sent out an email about a mobile app that might have implications for pharma.

It's called "BuddyGuard," and it uses mobile sensors to keep you safe or blast out an SOS message if you're not. When activated, the app has an "instant protection" feature that lets you record video, audio and photos and send them to designated contacts if you're attending an "unsafe meeting." It will also perodically check in with you to make sure you're okay. If the phone experiences 5G of force or accelerates for more than 1 second (if you're falling, for example, or in a car crash) it will send an alert.

Although I think this is a little paranoid, I do like the idea - after all, we have apps that monitor your sleep habits and restlessness, so why not an app for your personal safety and security? I also think it has implications for a broad usage - I'm sure lots of parents would like to know if their kids are in an "unsafe location," or boomers would love an app that lets them keep track of their elderly parents' health and well-being. The only problem is that you have to manually turn-on the app for it to go into effect; I'm not sure how many people would remember to do that.

Mail Chimp

2011-09-15T11:43:00.002-04:00

In planning our Social Media Boot Camp for Museums, we here at Dii have had to get familiar with technologies that we don't necessarily use all the time. One site that has been instrumental in planning and organizing this event has been Mail Chimp.

Mail Chimp is a site that allows users to send out emails to a mailing list; it has functions to manage the list, create emails in specific templates, and track email opens, clicks, and bounce rates. If it sounds easy, that's because it is - well, mostly. I've been using Mail Chimp for several weeks as we organize this event, and I wanted to share what I've learned:

The Pros:
-Designing an email, importing a mailing list, and keeping track of a campaign are intuitive and easy to figure out.
-You can send out test emails to a set of addresses to see what your message will look like when it goes to your audience - and Mail Chimp encourages you to test and re-test your emails.
-The site lets you segment your list of email addresses, so you can send a follow-up email to users who never opened your first message.
-Tracking your email's click rates, opens, and bounces is easy to do with their campaign reporting function.

The Cons:
-Mail Chimp will not send messages to role-based email addresses (such as director@company.com). It makes sense, because those addresses are prone to getting lots of spam, but if you're managing a professional list and legitimately have contacts at those addresses, you'll need to send those emails out individually.
-The tracking metrics are not completely accurate for smaller lists - sometimes users that were reported as not opening an email actually do receive and open it, and vice versa. In larger lists, the error percentage evens out, but in smaller lists this can cause confusion.

FYI:
-Mail Chimp does not have total control over who receives an email. Even when campaigns are sent out correctly from Mail Chimp, the recipient's servers can delay an email by catching it in spam filters, or block it entirely. Mail Chimp does everything in its power to ensure that emails are received, but it can't guarantee that they will be received on time or at all.

Bonus:
-The creators of the site definitely have a nerdy sense of humor; the chimp in the top right hand corner frequently appears with fun movie quotes and links to YouTube clips as you navigate around the site. An example:

Overall, Mail Chimp is a great site for managing email campaigns with a few flaws. I would definitely recommend it, and plan on using it again!

Dii's First Social Media Bootcamp

2011-09-07T12:58:00.000-04:00

In between pharma, FDA regulations, digital research and all of the other work that we do here at Dii, as a team we also like to occasionally stretch our muscles and explore our passions. Since several of our Perspectives about museums and social media have been well-received (check out Kara's "iPhone Apps and Art Museums" and Michelle's "Social Media and the Phillips Collection"), we decided to combine our interests and our expertise to put together our first industry-specific digital workshop: Social Media Bootcamp For Museums.

On October 18, 2011 we'll be hosting social media, marketing, PR, and educational professionals from museums and cultural institutions all over DC and Baltimore to discuss the trends, sites and strategies that can help boost attendance and engagement at their organizations. Over breakfast, we'll also be answering questions and spotlighting trends and technologies to watch out for. Keep an eye on this space for more information, photos and an event recap.

Interested in attending? Check out our registration page.

Facebook Fan Page Changes May Be Just What The Doctor Ordered

2011-08-22T12:26:00.004-04:00

If you work in pharmaceutical marketing then you're well aware of the recent Facebook Fan Page changes and how some pharmaceutical companies have responded by disabling their Facebook Fan Pages. In fact, according to Jonathan Richman, a total of 13 Pages have been removed since the official May 17th email announcement.

Personally speaking, I believe Facebook's decision to "no longer allow admins of new pharma Pages to disable commenting on the content their Page shares with people on Facebook" and that "pages that currently have commenting disabled will no longer have this entitlement after August 15th" will actually be a good thing for the pharmaceutical marketing industry.

Prior to this change, because Facebook allowed pharma clients to disable functionality on Pages (specifically the ability for page users to comment on Wall posts, photos and videos) AND because some pharma companies had already started dipping their toes into Facebook waters, the immediate reaction from brand managers was "I need to be on Facebook!"

From a digital strategy perspective, this request often seemed like putting the cart before the horse, or in advertising speak "putting the tactic before the planning." On this issue, there have been countless articles and blog postings on the importance of thinking through social media engagements (e.g defining target audience(s), strategy, success metrics, governance, risks, benefits, staffing needs, etc.) and then determining which social media platform would best accomplish these goals and objectives. One article that I particularly like on this subject is Emily Peterson's "B2B Companies: Launching a Facebook Fan Page? Ask Yourself These Four Questions Prior to Launch," which although written for B2B companies, really applies to any industry.

Now that Facebook's policy has changed, the platform no longer is the immediate pharma go-to. Whereas before pharma marketers could create a "restricted" Facebook Page (branded or unbranded), post content and/or set the Page up to pull in content from a corresponding website and then take a hands-off approach to monitoring/managing the Page, now they must actively monitor Pages, and develop and implement Facebook governance policies in case off-label comments or adverse event reports appear on the Page.

So why is this good for Pharmaceutical Marketing?

1) It Will Weed Out The Posers: Those pharma companies, who have be using Facebook for purely advertising purposes and not to have as a platform for authentic dialogues between people and their companies/brands will either shut down their pages or have to start engaging in meaningful and authentic conversations with consumers. Only those brands sincere about contributing to Facebook's mission statement to "share and make the world more open and connected" will remain.

2) It Will Require Pharma Companies To Develop Clear Cut Social Governance Policies: The era of the "set it and forget it" pharma Facebook page is over. If pharma companies really want to be on Facebook, they will have to devote the time and resources to developing a thorough, legal/regulatory approved, overarching social media policy and user guide for specific platforms, like a Facebook; they'll also have to plan for the staffing and budget to implement and monitor their Facebook page.

All in all, Facebook's changes will be a win-win for the consumer, the pharma company and the marketing agency. Consumers will get meaningful conversations and responses, pharma companies will establish weighty and genuine relationships with their consumers and will have documented processes for handling adverse events and off-labels comments, and marketers will get to develop and implement social governance policies that connect clients to target audiences through impactful, thoughtful dialogues.

Intern Experience: The Name of the Game is Pharma

2011-08-19T09:23:00.003-04:00

In my last post I mentioned that RTC deals a lot with pharmaceutical clients. Well they do. Pharma is an interesting beast, and Dii’s department head, Carly Lesser, has been known to say, “If you can do pharma, everything else is easy”. This is probably pretty close to true as I’ve come to learn. Pharma is heavily regulated, and when I say heavily I mean scrutinized in detail many times over by internal, client, and FDA legal teams. You must remember that patient safety is at risk when it comes to prescription drugs, so all marketing materials have to be extra-super-factual. I’ve learned much and more about pharmaceutical regulations and how to be creative and still comply with them. It’s amazing how careful you have to be. Here a concept you will soon learn to love and hate:

Fair Balance: This is the biggie. All drugs have important safety information (ISI); if you look on any prescription box you’ll see it. Any time, and I do mean any time, there is a claim in piece of marketing about how well the drug works, what it does, or what diseases it’s meant for, FULL ISI (all the wonderful little details) must be included on the same page. Always. On top of this, ISI has to be formatted in the same way so that people don’t perceive it to be less important. Fair balance might be the toughest obstacle to creative inspiration.

As an example, working on one pitch, the team had laid out a really slick design for their concept. It was really cool, and I had a blast helping out. Unfortunately we found out later that our design wouldn’t comply with the FDA because it didn’t include ISI on every screen. The team scrambled to come up with a design that included an ISI side bar. Then we later found out the bar wasn’t wide enough. It was messy but in the end it was still a pretty awesome design.

I’ll give you a warning in regards to the research you’ll be doing on pharma subjects. It is not glamorous. It will hurt you. It will make you cringe. You’ll face many nights where you’ll go home and want to wash your eyes out with Purell. Nothing says pleasant reading like detailed conversations about Menopause or Crohn’s Disease. I think I’ve read the word diarrhea more times in one day than anyone should have to in a year and one post from last year contained the word “frothy” and I don’t even want to explain why. Eventually, you get used to it and then nothing gross will ever faze you. Suffice it to say I haven’t gotten to that point yet.

What is interesting about pharma research is how the patients talk to one another online. There’s a lot of trust between them and behind the anonymity of a username, users can speak freely, ask questions, and be very, very graphic. Discovering patterns in emotion or attitude can be enjoyable and some people have really interesting things to say; unfortunately sometimes the amount of time you spend looking for stuff can make the research tedious and frustrating. I’ve grown to enjoy the research more over the summer. It remains tedious, but once you find an insight that you know will surprise or excite the team it’s worth all the trouble. Some of this information is really hard to find as well, and the process of digging through the depths of sites, weeding through posts until you find something useful or credible, will make you much better at doing research for school projects; a nice perk.

To get back to what I was saying at the beginning, if you can get through pharma you can get through anything. When you’re finally freed from FDA restrictions your imagination will go wild. I personally think, for what it’s worth, that it looks impressive to have experience working in a regulated industry, and of course you succeeded because you’re an awesome intern right? If you’re feeling proactive and curious, familiarize yourself with the FDA warning letters and take a look at the Dose of Digital blog for some tips on pharma marketing. You’ll have a lot of learning to do when you start but it’s definitely worthwhile.

Stay tuned! I have one last post coming next week on some of the benefits you'll get from this internship.

Summer Internship Recap

2011-08-17T17:01:00.002-04:00

Hi everyone. My name is Michael Sortwell and this is my first blog as an intern for RTCRM’s Dii department. Don’t get too excited… it’s also my last since this is my last day. Still, I couldn’t let David have all the fun so I decided to jump in and spend my last few hours here reliving my summer experiences. I can honestly say that my internship at RTC has been more exciting and rewarding than I ever expected it to be. I guess I should start from the beginning.

I came in at the beginning of the summer and got the standard first day tour of the office… except it wasn’t quite what I expected. Featured items on the tour were a pool table and where to go when you need your Nintendo Wii fix. I was confused to see people walking around in jeans and t-shirts and began to wonder if RTC observed casual Mondays. You could definitely say I was caught off guard.

The next day, I settled into my cubicle and quickly got my first assignment. David came over to my desk and told me we’d be doing some research on blogs to help identify the mindset of one of our client’s target consumer. I was excited. I was worried that I’d be stuck making photo copies all summer and here I was on my first day researching consumer mindsets. My excitement was slightly dampened when I found out our client was a pharmaceutical company, and that I was going to spend the rest of the day reading blog posts from patients describing some of their more appetite killing symptoms. Regardless of the topic, I fell in love with the work.

The best was when it came time to share what we had learned. They actually cared what I had to say! People listened and valued my opinion, and it stayed that way for the rest of the summer. I wrote an article for the department’s monthly Perspectives magazine, I contributed on important Soundbytes, I was even able to throw my two cents in on a few conference calls.* Without a doubt that was the greatest part of working at RTCRM. They treated me as a valued employee rather than a lowly intern.

I have eight roommates who all had summer internships in DC, and none of them got the work experience or had as much fun as I did here at RTCRM (One of my roommates might have had more fun. He interned at a green consulting firm where all they did was play beer pong all day in the office, but come on how’s he gonna spin that into relevant work experience on a resume?) I can’t think of anything I’d change about working as an intern at RTCRM. I got to work with a fantastic team of welcoming friendly people, and learn a lot about how to be a good marketer. I’d highly recommend applying for any intern interested in marketing.

*Note to future interns: Nothing is more legit than conference calls

Intern Experience: Go Get Me Coffee!!

2011-08-15T10:37:00.003-04:00

I seriously hope you haven’t heard that before…outside of the movies anyway. I can promise you that you won’t hear that in Dii or anywhere at RTC for that matter. With an internship at RTC you’ll be working on real, relevant work that can be added to your résumé with pride not fluff.

There are a number of projects you may be tasked with in Dii, some interesting and some less so. Once I got settled in, the first project I was assigned was a daily check of the FDA warning letter site to make sure we didn’t miss any new digital marketing fails. RTC deals a lot with pharmaceutical clients so Dii keeps a close eye on what the FDA will and will not let you do in an ad. Reading warning letters is often dry and most of the time you won’t understand half the words on the page, but it does grow on you and you’ll begin to see patterns and learn what to avoid so the FDA doesn’t crack down. Reading these was rarely thrilling, but afterwards I was allowed to draft a one-page Perspective, summarizing the letter and how our clients and fellow marketers should respond in the future. These Perspectives get posted on the RTC and Dii blogs, shared on Twitter and around the office. Having your name on something that lives in so many places feels really good as an intern.

Perspectives aren't all FDA related though. The Dii team tackles a different theme each month. You find something interesting that fits in, summarize it and describe what the implications are for users or marketers. It’s as simple as that. It’s fun, and featured in all the aforementioned places. Every now and then, if you write up something super interesting, it’ll be featured on the WPP (RTC’s parent agency) reading room for people all around the network to check out. In case you weren’t sure, that is extremely cool and rewarding. Don’t be surprised however, when your first couple drafts come back edited to death and feeling like someone else wrote them. It takes a while to get into a groove of writing a good draft from the start. After two summers I still haven’t totally figured it out. It might be a good idea to brush up on your writing technique and find your voice before you start.

The other big thing I did with Dii was research; lots and lots and lots of research. If you have a talent for Facebook stalking or you’re a Google search Jedi, this is the job for you. With Dii it’s mostly qualitative research, so there isn’t a lot of numbers (thank god for that). Most of it deals with digging through mainstream and health-related social networks and extracting bits of conversation. These are for the trademarked Soundbyte presentations that give clients some insight into how their patients feel about certain topics. As an intern you’ll spend a lot of time on these, doing the research and building the Power Points. Unfortunately your name doesn’t go on them but you’ll feel good knowing that an actual client will be seeing your work at some point. I actually got to present one to a client once (over the phone anyway) though we were cut short by time. Another time I walked a multi-agency pitch team through the research findings, which was cool. These projects are a great way for you to improve your design, presentation, and general Power Point skills. You’ll go through numerous, and sometimes frustrating, rounds of edits, but you’ll learn the best way to organize information on a slide, how to make the information more scanable, better formatting methods, etc.

You’ll also have your “intern project” to keep you busy. You can choose anything of interest as long as you can tie it into digital or marketing. I did mine on gaming and you can see it here. These projects are presented at the end of your internship and the guest list is often large. When my presentation was scheduled I was shocked to see the names of the CEO and President on the list. In the end they couldn’t make it but I did have an audience of at least ten people. To see the other intern presentations check out the sidebar on the right.

While Perspectives and Soundbytes were the two entrées of my experience, I had a million other little side projects. I know other interns who’ve made detailed spreadsheets, internal presentations, organized files, and sometimes you just peruse blogs looking for interesting information. Like with most internships, there will be spikes in activity and periods where you have nothing to do. When in doubt, ask to sit in on a meeting with anyone on the team. It’s a good chance to observe the day to day activity of the agency and you’ll get to know some people in the other departments. What surprised me in my first summer was that I could actually participate and share my opinions without being shut down. RTC really encourages intern participation so speak up and make yourself look good.

Intern Experience: The Company Culture

2011-08-09T08:55:00.002-04:00

I remember walking into RTC on my first day and immediately liking what I saw. The office is open and airy, styled in the company’s energetic light blue, brown, and orange. There’s a quad-screen monitor on the lobby wall and a projector that displays the names of office guests. As I sat on a couch waiting with my fellow interns, I took in the open kitchen area and the balcony (which have twins on the upper floor). There’s a conference room designed as a circus tent in the lobby and right above is a cozy screening room with couches and a large monitor. The majority of the office is a maze of cubicles where most of the action happens, but you’ll always see people walking around hurrying from one thing to the next.

Life in a cubicle is often dreaded, but it’s really not that bad. People here personalize their space to the extreme. In my time I’ve seen animals, a full-size Burger King head, a framed Elvis picture and Sad Keanu. The atmosphere is fun and friendly, “work hard play hard” if you’ll excuse a cliché. The people here are nice and quick to offer advice and assistance when you need it. If you end up sitting near your department you’ll quickly pick up on good habits and helpful hints. My first summer, I was a in a relatively empty row, just myself and my friend from school. We still learned a lot and enjoyed ourselves, but this year, sitting with the Dii team is much more fun. This row is made up entirely of women and has been proclaimed “Sorority Row” (and me). Aside from learning by listening to them work, I also caught up on celebrity gossip, heard all about Zappos and Banana Republic, and was deemed the sorority poolboy…take that as you will.

As an intern you will work hard, but there’s a lot of fun to be had as well. Numerous happy hours, both in and out of the office and monthly ice cream socials are a good chance to socialize and meet people. To get a recap on the Cannes Advertising Festival, we had a wine and cheese party and a presentation of some of the winning campaigns. I’ve been out to dinner with some of my friends from work even after I went back to school. If you interact, it can be a really fun place to work.

That leads me to my first set of advice for interns here or anywhere:

Embrace the culture: I recommend doing so and doing it quickly. A good example of this is with dress codes. Of course you dress professionally on your first day, maybe on the next couple as well. But if everyone is wearing jeans and you’re in a suit every day, you’ll stand out awkwardly. The same goes for office parties, meetings, and at your desk. If someone offers you a beer, take it; relax when people are relaxing and work hard when they’re working. Remember, you don’t have to speak only when spoken too. Make conversation and join in. Think of yourself as an employee, not an intern, and people will treat you the same.
Be social: This is something I wish I’d done more of here. Talk to people. A lot. In the kitchen, after meetings, at the happy hours, etc. Just be outgoing and meet people. I’ve met a bunch of people in my time here but I also spent a lot of time with just the Dii crew. Sometimes at meetings or presentations I felt awkward if I wasn’t sitting with someone I knew. I wish I’d gotten out of my comfort zone a little more. Get to know as many people as you can, you’ll have more connections to leverage and people to hang out with.

Intern Experience: Introductions

2011-08-02T15:34:00.003-04:00

Hey readers! My name is David BenBassett and in the next few weeks, I’ll be writing a few posts about my experience as an RTCRM intern. My tale is an interesting one, filled with quests for insight, glory, digital wizards with vast wisdom, and a few lolCats. But more on that later! The purpose of this post is to introduce myself to you all and give you a little background before we jump in to all my experiences here at the agency.

To begin, I am a University of Maryland rising senior studying marketing and international business. I’ve always had interest in advertising; following in the footsteps of my mother who used to bring me around to her agency. Agencies tend to be more relaxed, very creative, fun and innovative, and I like that setting as opposed to one where I crunch numbers all day long in a tie. Advertising also gives you the chance to study people, their behavior, and how they think and then turn those findings into some really unique concepts. Anyway, that is what I was looking for and I definitely found it at RTC.

The end of this summer will conclude my second stint with RTCRM’s Digital Integration and Innovation department (Dii for short). I started as an intern and then came back as an intern with an hourly wage and a fancy title. I couldn’t have better things to say about my time here, and I’m not just saying that because I want them to hire me. I’ve learned a lot and grown while I was here; I’ve done real work and gained skills that will be invaluable to my future career; I’ve built a strong digital profile and made connections that I can leverage in the job market; most importantly though, I’ve made close friends that have helped me accomplish all of this, and I can’t thank them enough.

These are the kinds of things you get with an internship at RTCRM and if you keep reading these posts, you’ll hear the specifics (good and bad), get an idea for how the agency works, and I’ll even give all of you potential interns some advice to make the most out of your time here.

Stay tuned. If you have any questions leave them in the comments or find me on Twitter or LinkedIn.

Get your Internship on with Dii

2011-07-26T11:52:00.001-04:00

Calling all digital marketing and graphic design students. Are you looking for an internship where you will not only get to do real work, but the organization is committed to helping you succeed post-graduation?

We're looking for amazing interns for the Fall and Winter. If you are into digital marketing, then you'd need to be local in DC so you can work at our office. It's in Georgetown, right across from Baked and Wired. (NOM!) You'll work on real projects and get exposure around the WPP, Wunderman and Y&R Groups Network. Among other things, you'll have the opportunity to contribute to our monthly publication, Perspectives, which regularly appears in the WPP Reading Room. Here's an article that's been featured recently and was written by David BenBassett -- former intern who has a full time summer job with team.

If you are a graphic designer, and would like to intern with the Dii team then you could actually work from anywhere! We'd love to have you here, but we're good with Skype, IM and a bevy of other virtual work scenarios. This is a role specifically working with the Dii team, not the general creative team. You'd be working on visualizing cutting edge research and helping us take all our publications to the next level. You might even get to work on a presentation for SXSW. If sites like http://visual.ly/ excite you -- then you are the kind of person we're looking for.

Ask the people who've interned with the team -- two of them are now full time with RTC. Since the team is only two years old, we're doing pretty well. All interns not only work on real client projects, but also develop a project of their own devising (with a staff mentor) and get the opportunity to present it to the staff. It's a good portfolio builder.

We're looking for fearless people, who want to learn and build credentials. You work for us, and we'll work hard for you. Ideally, we're looking for people going into their Junior or Senior year of college, but skill and desire is the most important thing. Digital marketing interns should be available on-site at RTC at least 3 days per week.

Post your links to LinkedIn, VisualCV, Behance portfolio, or whatever you've got in the comments or through About.me and let's get this rolling.

POV: FDA Mobile Medical Apps Guidance

2011-07-22T11:35:00.006-04:00

On July 19, 2011, the U.S. Food and Drug Administration (FDA) issued a new draft guidance on “mobile medical apps.” The new guidance expands upon the FDA’s previous definition of a medical device to include what the FDA defines as mobile medical apps.

As part of its ongoing monitoring and reporting on FDA guidance, RTCRM has produced a two-page POV that analyzes the issued guidance and provides condensed key information, top-level points, implications and actions item.

Google + and Facebook: How do they compare?

2011-07-12T11:38:00.000-04:00

With all the recent hype around Google +, one of my Twitter friends summarized it best: "Do I have to care about Google Plus? Bc I remember when I was s'posed to care about Google Buzz, but didn't, and that turned out fine."

If early indicators are any sign, I think we DO have to care about Google +. But a lot of people are wondering how they can integrate it into their online activities and what the purpose and main features are. This infographic compares Google + with Facebook and helped me get a better grasp on what the social network can and can't do, what it does well, and what its limitations are. Enjoy:

Google + vs. Facebook:

POV: Out of the .Com Era

2011-07-05T14:29:00.003-04:00

In our latest POV, the Dii team did an in-depth analysis of ICANN's decision to open up top-level domain names (.com, .org, .net) to the imagination. Starting in early 2012, companies will be able to make their URL essentially .anything. Not everyone will be allowed a fancy new name however, only established businesses and organizations can enter ICANN's lengthy and expensive application process.

These changes have a huge impact on the state of the Internet if they become the norm in the next few years. On one hand we could see campaign or slogan themed URL's like "droid.does" or industry themed niches like ".auto" or ".kids"; on the other, a confusing and disorganized Internet made up of an infinite number of unique addresses. ICANN believes these changes will revolutionize the Internet, but critics remain wary.

We're certainly curious if and how brands will make use of these new possibilities. If you're as interested as us, read the full POV for more details.

June Perspectives from RTCRM: Experiential Learning

2011-06-29T16:38:00.000-04:00

June's Perspectives focus on "Experiential Learning". The members of the Digital Integration and Innovation team each took on a new digital experience and documented our time spent using, learning and becoming experts with new things.

We review topics ranging from Public Transportation Apps to Smart Phones that "Bump" to my favorite, Luxury wheeling-and-dealing Online Stores.

Read the June Perspectives Issue online or ask us for a copy.

Digibec: Predicting Trends Of The Future

2011-06-15T17:14:00.010-04:00

Over a month ago, I lamented the use of a QR code by Yahoo in the online space.Apparently, I'm a huge trendsetter, because yesterday Jon Stewart attacked the absurdity of the use of QR Codes on TV.

The Daily Show - Indecision 2012 - Second Republican Debate
Tags: Daily Show Full Episodes,Political Humor & Satire Blog,The Daily Show on Facebook

Man. I. Am. Good.Where does the Daily Show QR Code take you? To www.dailyshow.com/lookwehaveascancodethingytoo which then redirects you to viacom.com

The FDA's "Bad Ad" Program Turns 1; Looks To Expand Into The Future

2011-06-13T12:19:00.000-04:00

The FDA launched the "Bad Ad" Program — to inform HCPs about what constitutes misleading promotion (from both a legal and clinical perspective) and provide them an easy process for reporting suspected violations to FDA — in May 2011. Since then the FDA has received 328 reports of potentially untruthful or misleading promotion, a 300% increase from the previous year's reports. From the 328 reports, 188 were submitted by HCPs, 116 were submitted by consumers, and 24 were submitted by representatives of regulated industry. Out of these submissions approximately 47% of HCPs submissions, 21% of consumers submissions and 58% of the representatives submissions were identified for comprehensive reviews. While the FDA released the figures for submissions that qualified for reviews, they did not release the figures for how many of these reviews resulted in warning letters.

According to the FDA, these results demonstrate the success of the Bad Ad Program in heightening "the awareness of misleading promotion among HCPs throughout the health care community" and the "likely useful deterrent this awareness has on drug promoters who might run afoul of regulation absent of such messaging."

As planned, The FDA will make improvements to the program based on Phase 1 learnings and will expand upon the Bad Ad Program to include: a web-based continuing education program; additional efforts on students and early career HCPs; collaborating with the nation’s medical, pharmacy, and nursing schools to enhance student education; presenting at U.S. teaching hospitals and continuing the attendance of DDMAC representatives at trade shows across the country.

Implications and Action Items
Our recommendation for pharmaceutical marketers is continue to adhere to DDMAC guidelines when developing all prescription drug advertising regardless of medium or target audience; this includes digital promotions and unbranded websites.
With regard to current in-market promotions, marketers should:

Ensure all branded or unbranded promotional and sales materials:
- Are accurate
- Balance the risk and benefit information
- Are consistent with the prescribing information approved by the FDA
- Only include information that is supported by strong clinical studies

Review all branded or unbranded promotion and sales materials and remedy any of the following:
- Omission or downplaying of risks
- Overstatements of effectiveness
- Promotions of off-label or unapproved uses
- Misleading drug comparisons

Common sense about social media

2011-05-24T09:35:00.002-04:00

Business Insider published a post yesterday with the inflammatory headline, "Why I Will Never, Ever Hire a 'Social Media Expert.'" Given that I advise clients on social media issues, I was very curious to know what was behind the author's beef with social media experts.

So I was surprised to find that I agreed with many of the points laid out by Peter Shankman, the post's author. It's not about being anti-social media, but rather being smart about social media instead of blindly rushing to engage in every social media fad out there. He also makes an astute observation that the current frenzy surround social media is reminiscent of the dot com boom when many people believed that all that was needed to succeed was a website and a half-baked business plan.

The key take-away? Social media is another tool in the marketing tool box - it is not the be all, end all of marketing. Social media alone can not support a business but it can be extremely effective when used strategically and in the right way. None of this is new, but it's always worth repeating.

The CDC & Zombies Tackle Emergency Preparedness

2011-05-20T17:14:00.004-04:00

Not long ago vampires and anything vampire-related was hot. Movies, TV shows, book, etc. were all trying to cash in on the Vampire-craze, but like dinosaurs, dodos, cassette tapes, slap bracelets and Pound Puppies, vampires are so over.

Now, it's all about Zombies; they're so hot right now. In fact, they're so hot that the Center for Disease Control (CDC) used the threat of a zombie apocalypse to rise above the fray to remind people how important emergency preparedness is and educate them on how to get prepared. It's all in an effort to keep the American public informed on emergency situations, encourage healthy behavior and communicate health messages.

The campaign begins on the CDC's blog, where visitors find the CDC Zombie Apocalypse Preparedness Guide that hilariously weaves in the CDC's emergency preparedness recommendations with a brief history of zombies and what to do if a zombie apocalypse occurs. The campaign provides visitors with zombie buttons, widgets and badges (as seen above) for their websites/blogs, instructions on how to syndicate CDC Emergency Preparedness Pages, lists links to the CDC's Twitter and Facebook pages, provides CDC email sign up and allow users to send CDC ecards. The CDC is also holding a Zombie Apocalypse video contest that allows any and everybody to submit a video on they are preparing for any emergency (hurricanes, floods, tornadoes, or zombies). The winning videos will be selected by the CDC Zombie Task Force and posted/featured on the CDC Blog. The deadline for video submissions is June 3, 2011.

The entire campaign is a fantastic demonstration of how a government organization can create campaigns that are funny, timely and educational. Job well done! Which in zombie translates to "GAHRB MNMHAMNMN GBHRNHA"

Update: Alex Blum, Community Manager of Newsy, sent me a link to Newsy's report on the CDC's zombie campaign. Video gives some great stats on the campaign, captures the sarcasm and hilarity of the effort and also speaks to the notion that the campaign somehow corresponded to Saturday's rapture.

May Perspectives: the Graduate's guide to joining the work force

2011-05-20T15:19:00.000-04:00

May's Perspectives focus on easing the transition from college student to working employee. We focus on things like asking questions, billability, using Outlook, determining your Facebook ettiquette, creating a LinkedIn presence and surviving the workplace day-to-day.

Download May Perspectives.

Social Giving Infographic

2011-05-19T12:21:00.000-04:00

I love this infographic from Blackbaud, originally posted on their blog. The fun facts about Twitter are especially interesting:

Those who use Twitter for fundraising surpass their goals nearly 10x compared to non-Twitter users
Twitter is the only method in which fundraisers consistently beats or meets their goal.

Mashable 2011 Recap

2011-05-16T14:34:00.000-04:00

My recap of the amazing Mashable Connect 2011. Much thanks to the amazing Shashi Bellamkonda for not only taking tons of great pictures, but posting them so quickly! It was a great weekend, and I'm hoping to plan a MashConDC MeetUp in the next month!

Turning Brands Into Toys

2011-05-10T10:25:00.005-04:00

I stumbled upon JWT's Brand Toys website and have become obsessed. Using data from Millward Brown's BrandZ study and online buzz data from Social Mention, Brand Toys generates avatars (aka "toys") that visualize each brands' personality. The toys are all generated using the same design rules and have specific attributes and characteristics based on their brand attributes. The mocked up mouse below illustrates the parameters and rules on how toys are rendered.

I particularly like that you can select multiple brands and compare their toy avatars. This allows for a quick, simple visualization of how brands are similar to and different from each other. Below is a comparison I created of Google v. Yahoo. A particular difference that stuck me were the eyes of the characters. Google's toy has large, wide-opened eyes, where as the Yahoo toy has closed eyes and a huge, open-mouthed smile. This indicates that Google has a greater level of charisma than Yahoo, but that Yahoo ranks higher than Google in terms of positive brand qualities. All in all it's a super cool and fun way to understand how brands differ from each other.

QR Codes Online?! Really?!! Really?!!!

2011-05-04T16:12:00.000-04:00

I was recently logging into my AOL email account, yes I still have an AOL account and I use it only as my spam email account, when I noticed something truly disturbing--a QR code. Now I <3 QR codes; I'm constantly scanning them and I find them exciting, mysterious and an innovative use of technology. But unfortunately, once I scan a QR code, the experience/payoff is, for the most part, poorly executed and greatly disappointing and lackluster.

In the above use case, the presence of a QR code on a webpage was baffling. Why on God's great earth would I be sitting in front of my 17" monitor (laptop or desktop) and chose to pick up my cellphone, scan the QR code and switch to my 2"x 4" smart phone screen to look at a webpage? The answer is I wouldn't; not even if the experience was mobile optimized.

The only reason using a QR code online is if what the user is accessing/getting can only be used on a mobile phone (e.g. a ringtone, an App, a phone number, etc.) Putting a QR code on a webpage, that when scanned leads to another webpage, as in the above example, is the equivalent to forcing a user to type in a lengthy URL in the address bar because a hyperlink isn't working. It's painful and suboptimal.

April Dii:Briefing - Social Capital

2011-05-03T15:54:00.001-04:00

In our second episode of Dii:Briefing, I attempt to tackle the HUGE topic of social capital.

Highlights:

Social Capital: Definition:
Tristan Claridge: http://www.socialcapitalresearch.com/definition.html
The commonalities of most definitions of social capital are that they focus on social relations that have productive benefits. The variety of definitions identified in the literature stem from the highly context specific nature of social capital and the complexity of its conceptualization and operationalization.
Social capital is about the value of social networks, bonding similar people and bridging between diverse people, with norms of reciprocity.

L.J. Hanifan: http://en.wikipedia.org/wiki/Social_capital
L. J. Hanifan's 1916 article regarding local support for rural schools is one of the first occurrences of the term "social capital"

"I do not refer to real estate, or to personal property or to cold cash, but rather to that in life which tends to make these tangible substances count for most in the daily lives of people, namely, goodwill, fellowship, mutual sympathy and social intercourse among a group of individuals and families who make up a social unit… If he may come into contact with his neighbor, and they with other neighbors, there will be an accumulation of social capital, which may immediately satisfy his social needs and which may bear a social potentiality sufficient to the substantial improvement of living conditions in the whole community. The community as a whole will benefit by the cooperation of all its parts, while the individual will find in his associations the advantages of the help, the sympathy, and the fellowship of his neighbors (pp. 130-131)."

Down and Out in the Magic Kingdom, Cory Doctorow: http://rtctreffpunkt.blogspot.com/2011/03/what-to-read-down-and-out-in-magic.html

Whuffie: http://www.thewhuffiebank.org/
Social Capital not = Utopia
Everything that can be used for good can be used negatively

Social Capital in Everyday Digital Life:
Ratings systems with profiles: http://www.freepeople.com/clothes-customer-favorites/cassidy-hoodie/
Amazon Reading List: http://ow.ly/4HZnE
Swap Goods:

Stuffpal.com
ActsofSharing.com
FreeCycle

Rachel Botsman’s TED Talk: The case for collaborative consumption

Earn Rewards:

MindMeister.com: Earn premium membership from referrals
Foursquare: earn rewards for using service and checking in
DailyFeats.com

May Recommended Read: What Technology Wants by Kevin Kelly (http://amzn.to/fooH1N)
• Bonus points: The Half-made World by Felix Gilman (http://amzn.to/gaAxqt)

Amazon Affiliate Links, FYI

May Dii: Briefing – Innovation Strategy - May 25 at Noon, EST

How did you hear?

2011-05-02T16:56:00.000-04:00

By now, most of the world has heard about terrorist leader Osama bin Laden's death, but Mashable is asking an interesting question: how?

In an online poll, the site asks users how they heard the news, and as of this posting, Twitter was the leading source. In the article's comments, users described Twitter as "exploding" with the news, and many others stated that they heard the news in other places and then went to Twitter for the full story.

Given that the news first broke on the site and was then picked up by several reputable news sources before the president's broadcast last night, it's interesting to see the platform (and social media in general) become a trusted source for news among users.

Mobile Apps: My Prezi Presentation on Apps.

2011-04-28T14:24:00.001-04:00

App Life Presentation

App Life on Prezi

Mobile Applications are one of the newest and coolest innovations in technology since the first portable computer came out. Apps. are increasing in capabilities and more importantly consumer attention. So, it is important for marketers to take a look at this.
The above presentation discusses:
- What is making apps. so enticing & how are people using them
- Why is it so important to have an app. presence when there are so many other marketing platforms out there
- How marketers can effectively utilize apps?

Here is the list of sources I used:

http://themobilemarketer.wordpress.com/2011/04/05/mobile-apps-whos-using-who-isnt/

http://www.youtube.com/watch?v=ENyzcXRPeeI

http://148apps.biz/introduction-to-iphone-app-marketing/

http://mashable.com/2010/09/14/mobile-apps-pew-survey/

http://tech.fortune.cnn.com/2011/03/08/for-some-developing-on-android-is-more-lucrative-than-ios/

http://www.marketingcharts.com/direct/young-adults-lead-mobile-app-use-13509/

YouTube Partner Analytics: A Guide to the New Tools

2011-04-21T09:48:00.000-04:00

Big news from YouTube! It's about time they are providing better metrics, especially since they are owned by Google!

Check out this Mashable report on all the new data offerings.

YouTube Partner Analytics: A Guide to the New Tools

Controversy over .ly

2011-04-19T17:27:00.000-04:00

Unique domain names such as .ly, .fm or .co have been gaining in popularity over recent years as brands seek to differentiate themselves from the competition. However, one popular domain name has come under fire for its association with political unrest.

The .ly URL belongs to the country of Libya, and is used by many popular services, including link-shortener bit.ly. However, as tensions between the United States and the Libyan government have increased, political figures have come under fire for using it. In October of 2010, Republican Mitt Romney's presidential campaign announced that they would stop using the URL Mitt.ly and would instead use Mi.tt. Recently, after a reporter pointed the issue out to Speaker of the House Nancy Pelosi, her office announced that it would find an alternative.

I first explored unique domain names in our August 2010 Perspectives issue (page 3). Although I encouraged brands to consider and even purchase unique URLs, the article cautioned about actually deploying these URLs because of consumer associations and possible legal implications.

Libya's ownership of the .ly domain presents ethical and practical concerns. Some are concerned that using the domain name signifies support for the Libyan government, although sources deny that that is the case. And theoretically, the Libyan government could shut off the URL and render all links invalid. However, experts claim that currently active domains would not be shut down because servers are located in the US and Europe.

For more information, or to read more, check out this Washington Post article.

Technology overload: People watching in Georgetown.

2011-04-19T16:30:00.012-04:00

The other afternoon, I spent a few hours wandering around Georgetown in Washington, DC. My mission: to evaluate just how connected Americans are.

Over the course of 15 minutes I kept record of technology in our outdoor lives.
I kept count of how many iPods and Blackberries I encountered (17). I noted the number of "business deals" occurring in transit over the cellphone (5). I mulled over the people who eat lunch while talking into their bluetooth (3). I felt concern for the teenagers with their phones tethered to their arm, headphones in WHILE touring with their parents (2). And it made me wonder, is it necessary to be this connected? Is it necessary to walk around absorbed in technology, tuned out from your surroundings and fellow travelers...Technology Loss.

I would argue not at all. There's no reason to be like this; people have survived for decades without cell phones. My mom still survives without a cell phone . To prove my point, for exactly two hours in the middle of the work day, I didn't check my phone, send an email or answer a text. That is until a lost jogger asked for directions to his hotel. He was a good 10 miles from his destination. And so, with only the options of being a good Samaritan or a rude American, I succumbed to the phone in my bag and mapped a running route back to his hotel for him... Technology Win.

I really wanted to take pictures of this experience, but the guilt of judging America's tech-obsessed got the best of me. Plus by taking their picture with my phone, I was submitting to the same behavior that I was trying to break.

So, instead I took pictures of beautiful natural Georgetown. Unlike the guy who was jogging with his dog in one hand, and his phone pressed to his ear in the other hand, nature makes me feel calm and disconnected. After two hours of judging people, it was time to stop and smell the roses...

April Perspectives : April Fools in the digital world

2011-04-15T14:47:00.001-04:00

RTCRM just released April's Perspectives, which focuses on a handful of April Fools jokes that organizations and brands put forth this year. The Digital Innovation and Integration team dives into each joke and pulls out the strategic, plausible and distinct elements of each.

In this month's issue:

Twitter Lessssons from the Bronx Zoo Cobra & Ryan Sssseacrest (p3)
April Fool’s as Product Testing? It’s No joke (p4)
Rebecca Black Gets the Last Laugh (p5)
Coffee, Scooters, and Strategy – The Starbucks Way (p6)
Petit Lap Giraffe, DIRECTV Has It (pg7)

Read April's Perspectives.

The "Neer" Experience - part 1

2011-04-15T11:30:00.005-04:00

For the June issue of Perspectives we are writing about digital experiences - taking a tool, app or website, test-driving it for a month, and reporting on our experiences. I'll be trying the mobile app "Neer," and after seeing it described as "the app that will save your marriage," I was definitely curious.

Neer is a location-sharing mobile app that lets you set "to do" reminders on your phone based on where you are. It works like this: you enter the task and the location where it needs to take place (e.g., "buy toothpaste at CVS on 123 Main Street") When you're passing that location, Neer sends you a reminder to perform the action. No check-in required.

One cool thing about Neer is that you can share your location and to-do list with a group of selected people - your "inner circle." For example, your spouse or roommate can send you a reminder to do a task when you go by a place. It also claims that you'll never have to send an "I'm almost there" text again, because your inner circle will be able to see your location when that feature will be turned on.

I've just started using Neer and haven't included any family or friends yet, so here are my initial impressions:

1. It's super easy to use - the interface makes it easy to pick a location and set a reminder. The only problem is, you have to find the place on a map and can't just enter the address in.The attention to detail is also great: when it's loading, it displays cute messages like "loading - please wait while our hamsters check the antennas."

2. The notification noise is LOUD and very distinctive, making it impossible to miss.

3. There's no "reminder" notification. So if you're passing by the location and can't complete your task at the time, it won't pop back up to remind you about it for next time.

Bonus - according to the FAQ's, Neer will learn and adjust to your schedule over time to save battery. I'm not sure how that works (it sounds like it's for recurring tasks, but there's no way to set those), but I'll try to mess around and see what that means.

Which Twitter User Are You?

2011-04-12T13:04:00.003-04:00

The Daily Infographic always has really cool images. This chart tries to categorize different types of Twitter users, which one do you fall under?

Profile of a Twitter User

The Digital Future -- SXSW 2011 Interactive Awards

2011-04-07T09:15:00.000-04:00

The SXSW Interactive Awards could possibly be one of the coolest things on the planet. According their website (sxsw.com) these awards are meant to “uncover the best new digital work, from websites to web applications and beyond”. They vote on an array of digital categories ranging from Activism to Technical Achievement. This year’s nominees and winners proved to be some of the best ever!

Unilever’s vending machine won in the kiosk/installation category. However, this is not just an ordinary vending machine. What’s special about this one is that instead of inserting a few quarters in a slot to get your product, all you have to do is smile as big as you can in front of the machine. Unilever’s “Smile Activated Vending Machine” is equipped with state of the art facial recognition software to detect if a person is smiling, and if that person’s smile is big enough it dispenses a free ice cream. It also allows users to share this on Facebook!

Another cool interactive winner is ifixit.com. This won in the community category. It’s basically a website that provides free repair manuals for cars, cameras, PCs and Macs, smartphones, and etc. The best thing about this website is that you can edit the repair manual and if your edit is verified it will appear on the website -- cool stuff!

Other winners included well-known websites such as theonion.com, GROUPON.com, and etc. If you have time or are bored one day, it is definitely worth it to take a look at. You never know, it may spark that entrepreneurial spirit of yours.

Interactive Award Finalists

Google +1 - Resources Round Up

2011-03-31T11:52:00.003-04:00

Hearing a lot about Google +1 in the past 24 hours? Here's a resources round up to ensure you can find out what you need to know.

What it is: Google's answer to the Facebook "like" button, which will also be integrated into search results and search ads. Currently it is opt-in only, via http://www.google.com/experimental/index.html

Why you care: Anything Google does has the potential to be a game changer. In particular the integration of +1 into search, could have a dramatic impact on search behavior. Right now Google says +1 won't be a factor in actual rankings, but that could and probably will change. It will impact search ad (PPC) quality scores, which means changes for people buying ads on Google.

Google +1 Resources from Google:

Google +1 Overview
The Official Google Blog Entry on +1
Adwords adn the +1 button
Google Ad Innovations - +1 button
Opt-in for Google +1

Google + 1 Resources by Others:

Mashable:

Fast Company:

Check this out: Google's Very Own Like Button

Search Engine Land

Google's +1 a Potential Boon to Paid Search Marketers

PC Mag

Google +1 is Not a Social Network

Any other great resources I need to add?

DailyFeats.com, Week 1 - A Little Bit of Joy

2011-03-30T12:34:00.005-04:00

First of all, thanks to the ladies of the Digital Integration and Innovation Team for allowing me to write on their blog. I am truly humbled to be in such company.

For the next two months as part of the lead-in to our June issue of Perspectives, I'll report on my experience participating in the social network DailyFeats.com. "Feats", as I fondly refer to it, is yet another online social networking platform that has most of the normal bells and whistles. You can login using your Facebook information, set up a profile, invite others to join you and generally poke around in other people's stuff. But the whole purpose of Feats is to track, record and reward you for doing good. You earn points for accomplishing things ranging from the mundane like eating vegetables and taking the stairs to epic wins such as climbing mountains and planning your career. You are scored accordingly and earn badges once you've accrued enough points. It is also one of the best ego boosts this side of a shrink's door.

So I dived in last week. I quickly setup a profile and began logging my accomplishments. Two points for packing a lunch and getting up early, a few more for running on the treadmill, etc. I downloaded a coupon for a local gourmet store and called it a day. Later, actually at about 8:30 that night, I got an email. Someone gave me props for my morning run. I was touched that another person had reached out to give me a virtual pat-on-the back. Sure, the extra two points I received were nice, but really, I just savored the feeling.

Daily Feats Tally

Points earned: 233

Feats Done: 22

Props received: 8

Props given: 11

Badges: 1

2011 Perspectives

2011-03-30T10:37:00.000-04:00

In an effort to step up our game with our monthly briefing book, Perspectives, we've planned out the next several months of themes. We hope this will get our readers and us, something to look forward to. Here are the themes for the next few months. You can find the back issues linked below, on SlideShare and on the RTCRM website. Contact @rtcrm if you'd like to be added to our direct distribution lists!

2011 Perspective Themes

January: 2011 Trends to Watch
February: Things We "Heart"
March: Where Are They Now?
April: April Fools!
May: Graduation Tool Box
June: "Experience" Issue
July: Travel & Leisure, or "How to Plan my Summer Vacation"
August: Getting Local - Checking out DC's Social Media Savvy
September: Back to School

Perspectives are published on the 15th of the month, just follow @rtcrm to get the links! We'd love to know what you think, or ideas you have for our upcoming editions.

I can draw Thumper!!!

2011-03-30T09:57:00.002-04:00

Thanks to Digibec's post about Disney's Bambi site, I have learned to draw Thumper!! Isn't he the cutest?!

Disney Does The Microsite Well

2011-03-29T14:42:00.000-04:00

I'm not in the habit of clicking banner ads. Why you ask? Because the banners ads I get are generally either for medications/medical conditions that I'm researching for our pharma clients or for cars that I have no interest in buying (currently, I have no need to buy ANY car).

Despite this track record, I was recently presented with a Bambi Diamond Edition banner ad that posed both the opportunity to explore the digital prowess of behemoth Disney and to reconnect with an old childhood movie. So I thought "Why not?"

As I moved my mouse over to click through the banner, my expectations were fairly established; the next thing I'd see would be landing page that paid off on the banner's call-to-action (CTA) "Buy The Bambi Diamond Edition!"

To my interactive experience pleasure, Disney's Bambi site blew me out of the water. Talk about surprise and delight, this site offers hoards of Bambi related value adds, such as: lessons on how to draw Thumper, Bambi-themed snacks to eat during the movie, movie-related crafts projects, clips detailing the characters, free poster offers, activity pages, wallpaper and buddy icon downloads, a Bambi online video game, Bambi related products like stuffed animals and more.

The Bambi Diamond Edition website is an excellent example of how digital properties offer brands the opportunity to create rich, interactive experience with consumers that go beyond the expected and stay with them once their internet session is over.

What to Read: Down and Out in the Magic Kingdom by Cory Doctorow

2011-03-25T12:30:00.000-04:00

This month's recommended read is "Down and Out in the Magic Kingdom" by Cory Doctorow. I figured I'd kick off my monthly recommended book to read with a novel that I think captures the social trends that are transforming our society thanks to the technology of social media. In this book, Mr. Doctorow paints a vision of the future where society is based on the concept of social capital. Keep in mind as you read this that the book was published in 2003, the same year MySpace launched as a social networking site and one year before Facebook even appeared on the scene.

This book has had a ripple effect beyond just its value as fiction. Like many compelling visions of the future, people have already begun to try and realize it. Things that will make more sense after you read the book are Tara Hunt's book, "The Whuffie Factor," and the website www.thewhuffiebank.org. Also, while she doesn't reference the book, Rachel Botsman's TED talk on collaborative consumption is clearly influenced by the same trends Doctorow has tapped into; around 14:35 is where she really gets into this. After you read the book, be sure to go and check out sites like StuffPal, SXSW 2011 darling GroupMe, and read Augmented Reality in a Contact Lens to see how close we are to being technically able to do what he proposes.

I think Doctorow, who is also the founder of the popular website BoingBoing, is probably one the most important writers you've never heard of. He is one of the people dreaming the dream of the future and inspiring people to make it a reality. Like the technology of Star Trek, which we've seen people spend the past forty years trying to bring to life and rapidly succeeding in the past few years, Doctorow's visions are ones that people are adopting and taking on a life of their own.

So give "Down and Out in the Magic Kingdom" a read and Rachel Botsman's TED Talk a watch, and then tell me what you think.

--------------------------
Note: the link to the book on Amazon.com contains and affiliate code. This means if you happen to buy the book from that link, I earn a few pennies. This has in no way influenced my decision to recommend this book.

Beyond Obsessed with Boo and Tankie

2011-03-24T16:44:00.004-04:00

A friend introduced me to Boo a while ago and I just cannot get enough of him. There's been discussion in the office as to whether he may in fact be a robot. But, I don't care, he is the best thing ever. And now I've met his friend Tankie and I just can't GET ENOUGH!!!!!!!!!

Love. love. love.

Google Launches a Magazine and Calls it a Book

2011-03-24T09:10:00.001-04:00

Following on the heals of their well received "book," Twenty Things I Learned About Browsers and the Web, Google has launched a new "book" -- Think Quarterly. This time, it seems more like a magazine, since it is being published quarterly -- but who am I to quibble with how Google brands its products?

Here's how Google describes their new venture:

"At Google, we often think that speed is the forgotten 'killer application' – the ingredient that can differentiate winners from the rest. We know that the faster we deliver results, the more useful people find our service.
But in a world of accelerating change, we all need time to reflect. Think Quarterly is a breathing space in a busy world. It's a place to take time out and consider what's happening and why it matters.
Our first issue is dedicated to Data – amongst a morass of information, how can you find the magic metrics that will help transform your business? We hope that you find inspiration, insights, and more, in Think Quarterly." (source)

Kind of interesting that just after Larry Page takes over again as CEO, Google says that sometimes there's a benefit to slowing down. I've flipped through it, and it seems well worthy of slow reflection and reading. I also find the choice of replicating an offline print experience in a browser to be an odd choice from this company. I was a bit frustrated that Google was forcing me to use the full Flash version on my desktop. Even if I clicked on the mobile URL from my desktop computer, it would redirect me to the Flash version. On my iPad, I was able to pull up the mobile version. I actually found the mobile version to be an easier read in a browser, but then again that would make it harder to call it a book. Kudos to Google for at least having the sense to do a mobile version. I found the Flash version pretty to look at, but impossible to read without constantly having to click to zoom in. I seems a bit like it was made to look pretty, not be a quality user experience and actually readable.

This is sad because Twenty Things I Learned, is an elegant HTML 5 experience that allows you to read the book in your browser with ease. It's lovely, enjoyable AND functional! I can't understand why Google would allow an agency to do something as awkward and clunky as the execution of Think Quarterly. This may be because Twenty Things I Learned was created for the Web, and Think Quarterly was created for print and then adapted for the Web. Again a shame, because the mobile experience is a nice browser-based experience.

Here's a quick screen capture of my experience. Try it for yourself and tell me what you think!

Thanks to Mashable and Fast Company for the head's up about this.

The Apple Newton: Updates and Corrections

2011-03-22T16:37:00.003-04:00

For my article in the March issue of the Dii team's Perspectives publication, I discussed the Newton, a tablet device that Apple launched in 1994. Although the product was discontinued a few years later, I stated, "the Apple Newton is not yet extinct. Hardcore fans still use and maintain their Newtons and trade tech fixes and tricks online." This became even clearer to me upon publication of the piece, when several Newton fans and owners rose out of the online community to offer corrections, updates, and opinions of the product. In light of their feedback, I wanted to clarify some of the points that were made and offer my own perspective.

First, a correction of some details: early Newton models had 4MB of ROM instead of 2MB, and later configurations had up to 32MB. OS-level multitasking was a feature of the product, and fans still debate the handwriting recognition feature - many claim it remains unrivaled, while some cite it as a major flaw. And while I called the Newton a "touch screen" product, users navigated the device with a stylus. Newton enthusiasts from the Newton Talk listserv also took issue with my comments about the poor battery life, large size, and heaviness.

Which leads me to two points I want to make: the purpose of Perspectives, and my own personal background. The Dii Perspectives were never meant to be a comprehensive report on any subject; we provide a concise background, but our strengths lie in an analysis of trends and what that might mean to marketers. While I regret the inaccuracy in some of the technical details in my article, I stand by its "thesis:" despite its innovations, the Newton had several design and user-experience flaws that Apple later corrected with future products (such as the iPad) to great success.

Second, I wanted to discuss my own personal background. As a member of the Millennial generation born in the late 1980s, I was a child when the Newton came out and certainly wasn't aware of the technological advances it represented. Millennials grew up in a world of touch screens, pocket-sized devices, and on-the-go connectivity. To us, the Newton does have a touch screen - you just use a stylus instead of your fingers. And it does seem large and heavy - given that it weighs about the same as three or four iPhones. My generation doesn't even bother to write into our devices and wait for handwriting recognition to kick in - we just speak at them and watch them follow our commands.

Our Perspectives are designed to spark debate, and so I fully appreciate and enjoy all the comments, corrections, and attention this article is receiving. And with that said, feel free to post any further thoughts in the comments!

Introducing: Dii Presents!

2011-03-22T14:53:00.000-04:00

The Digital Integration and Innovation team at RTC Relationship Marketing will launch the first of a series of monthly webcasts this Friday, March 25, 2011 at 12 noon, EST. The webcast, Dii Presents, will bring you views of the latest emerging digital trends and issues, what they might mean to marketers and their clients and promote discussion with live Q&A.

In the first installment of Dii Presents, Carlen Lea Lesser will highlight the latest and greatest from SXSW 2011.

On Friday watch the live webcast here and join the conversation by registering with UStream and logging in. If you think you might want to join the live QA, we highly recommend creating your UStream account in advance to ensure you can easily log in that day.

The webcast will be archived, so you can also view it at your own convenience.

SXSWi: Who Wants to Like Hemorrhoid Cream

2011-03-09T10:09:00.001-05:00

Off to SXSWi!

I’ve learned so many things before even getting to SXSWi. For instance, I can not spell “hemorrhoid” without the squiggly red line appearing below it! That alone, is a big win. Maybe not, but since SlideRocket doesn’t seem to have spell check — pretty crucial to my life.

-- continued at carlenlea.com

Dear Kennedy Center - look at your Facebook page

2011-03-08T09:39:00.002-05:00

When you hear of a Facebook flame war, Bristol Palin or PETA's attacks on Nestle spring to mind. But the sophisticated and revered Kennedy Center? No way! Well, DC metro area theater lovers took to the Kennedy Center's Facebook page to express their anger when they couldn't purchase tickets for "Wicked" due the online ticket portal crashing. Apparently the Ken Cen's online ticket site was overwhelmed soon after thousands of people logged on at 10:00 am yesterday to buy their tickets.

What's interesting is that the Kennedy Center has not responded to the fan postings on its FB page. This is a great opportunity for the organization to address what went wrong and acknowledge their customer's anger and frustration. If the Ken Cen ignores the postings, they risk losing patrons and looking like social media novices.

Android Top Platform, Blackberry Losing Ground

2011-03-07T15:41:00.004-05:00

According to Comscore, Android is now the top platform for smartphones and it's achieved this at the expense of Research in Motion.

Android's share of smartphone subscribers has increased to 31.2% in 2011 from 23.5% in 2010. During the same period, RIM's share dropped to 30.4% from 35.8% last year. Apple has remained steady at just under 25%.

I take this as a sign that Blackberry would be best served by focusing on professional/enterprise clients and leave the consumer smartphone market to Google and Apple. A Blackberry will never be mistaken for a cool device - it's the opposite of hip - and the number of people using RIM's platform demonstrates this.