Monthly Archives: December 2009

I Am Targeted Source PR

I hope Richard Laermer would consider reading my blog posts on Marketing Conversation as “trend hunting” or else you’ve got some catching up to do.  According to his recent post on Conversation Agent called “Trend Hunting is Not a Fad Anymore. Welcome to ‘I Am Source PR’.” You should be searching every inch of Barnes and Noble, the web and the corner newsstand for the latest and greatest information during every minute of every day.  All your reading and information gathering should contribute to your “arsenal of knowledge” that will ultimately allow you to spot news and trends that will help you to better serve your PR clients.  He says “…you have to be able to recognize something no one else has noticed is bubbling up as a trend-to-be.”

Now, I say all of this a bit in jest, as I think Laermer presents some very worthwhile observations for public relations professionals.  And notice, I mention public relations professionals.  Regular joes will absolutely not exert the type of effort needed to actively deconstruct and analyze news and information from various sources.  We are a talking points and cocktail conversation kind of society.  We like factoids, reading the headlines and regurgitating what we read to people we want to impress.

However, as a public relations professional whose job it is to stay informed and to sometimes do the informing, there are definitely benefits of taking up the “I am Source PR” strategy.  Laermer discusses seven ways to become a skilled “news sniffer-outter.”  I think each of his points are good suggestions and allow you to broaden your knowledge base, to better anticipate trends, and to create innovative solutions that will ultimately benefit your reputation with clients.   However, taken together, Laermer’s 7-step approach is a tad unrealistic.

Pursuing all 7 steps would take the above-average PR professional approximately 1000% of his/her time daily.  Laermer mentions information searching should be a part-time job.  From what he’s describing, it’s more like a full-time job for a team of 50.  We’re talking about 900 billion pages of the Deep Web to get through.  Even as I’m writing this blog at my neighborhood coffee shop, two techy-looking guys in conversation next to me said this: “Looking at blogs all day doesn’t count as working, it just hinders me from doing the things I actually need to do.”  There is just too much information out there to possibly make much sense of a little bit of everything.

This is the reason why we like personalized information sent right to our email and RSS feeds: we can automatically weed out all the things we aren’t interested in.  However, there is a risk that by only paying attention to certain sources and types of information, we are becoming very limited in our opinions, ideologies and even creative solutions for clients.

I think Laermer’s suggestions should be taken into consideration as it concerns work for a particular client. This will at least ground your extensive information search to topics that could possibly be relevant to your client.  Understand what may work for them and try and become a source of targeted information.  Laermer gives this example from his own experience how becoming a source of relevant and targeted information helped his client:

At RLM PR (my firm, a fun place, come visit) we once got asked to help do branding and media for a pizza chain down on Wall Street, pre-Bernanke. They had succeeded in a few other cities but for some reason downtown they were a bunch of chain ghost stores.

I noticed they were in lobbies of financial institution buildings and that while the owners and managers read Pizza Today and a lot of inside baseball about better dough-making they knew nothing about bankers.

I introduced them to Bank Note, Bank Letter and American Banker magazines and pointed out the good of being “in them” as the new kid in town, and also of them reading these dull magazines (to them) so they could learn what was happening in a banker’s mind. They did; read and ran their banking-area-pizza-joints as the ultimate meeting spot for everyone upstairs.

Soon they were handing out Barron’s articles to their customers—telling them “did you see this story about your line of work—and have some extra cheese!”

They got very successful by not just caring about what they cared about.

By introducing the pizza-makers to targeted new information, RLM PR was able to help them better understand their customers.  I don’t think the pizza-makers would have had the same success if they started expanding their arsenal of knowledge by reading Perez Hilton, Cat Fancy or High Times.  As a result, I recommend becoming a source of targeted information that can better serve your clients.  Then pay attention to what interests you, but remember to read something random every now and again so you can keep up with your cocktail conversations.

cocktail I Am Targeted Source PR

 I Am Targeted Source PR

To Learn German You Need to Invest the Time

RosettaStoneTOTALe To Learn German You Need to Invest the TimeWell, here’s my 2 cents.  You need to spend lots and lots and lots of time — hours and hours — learning any language.

For me, Rosetta Stone — I use their new TOTALe product — is the easiest and most fun and more “passive,” least boring, way to spend hours and hours and hours “immersed” in the language.  So, in that regard, it is perfect!

So, even though it is “easy” that doesn’t mean you need to slack off.  You still need to indulge in 60-minutes and more/day in order to move forward in the software and not just tread water in course software.

I love it now that I realize that it is not a toy but is as serious as Hartnackschule Sprachschule in Berlin or the Goethe-Institut in München.  The Rosetta Stone software is not a toy and it isn’t just something passive.

If you spend the amount of time immersed in the software as you’re expected to Hartnackschule or Goethe-Institut then I guarantee you’ll learn not only more but you will have a better accent and mastery of the spoken language — because unlike a classroom of 10-30 people, you are constantly the only focus of the software — it is making all of its language-teaching choices based on how well you’re doing and how much you get.

Mind you, you’re never going to learn academic German through Rosetta Stone but that’s not what they’re teaching.  They’re teaching you — and me — how to talk to people in as many real-world, messy, creative, experiences as possible, using pronunciation that they person you’re going to be speaking to probably actually can parse and understand.

And, since you’re spending all of your time immersed in the software and listening to only German and only native German-speakers and you’re not in class and able to trick your teacher into explaining stuff in English, then you really do get a solid base for comprehension.

The most important thing when it comes to speaking, as I am sure you’re all aware, is not actually asking the questions in German but being able to make sense out of the answers, too.

I think that Rosetta does that — now that I am actually spending the sort of hours of commitment that it takes to make some forward process and “change my brain” to start thinking — and dreaming and obsessing — in German.  Cool?

(I originally wrote this over on the Toytown Germany message boards)

 To Learn German You Need to Invest the Time

Dominos Listens And Delivers

great pizza half 400px wide Dominos Listens And Delivers

Dominos Pizza is doing something really amazing. They are listening to their consumers and making adjustments based on customer feedback! They’ve gone so far as to change the pizza recipe they’ve been using for the past 50 years. I can see it working out well for them, but part of me is a little worried they might end up with a “New Coke” on their hands. We’ll see soon enough.

They are making these changes as part of a social media outreach program called Pizza Turn Around which includes twitter feedback on the main page and a Youtube documentary:

The line from the documentary, “You can either use negative comments to get you down or you can use them to excite you and energize your process of making a better pizza. We did the latter,” is a great example of a company taking charge of their brand and their consumer experience.

Kudos to you, Dominos, for listening and (more importantly) responding to the feedback from your customers. Always a good idea to listen to the people who put money in your pocket and keep your business open.

Pre-order Marry Him by My Friend Lori Gottlieb

marryhim2 Pre order Marry Him by My Friend Lori GottliebMy friend Lori Gottlieb has taken a very funny controversial article in the March 2008 issue of the Atlantic and blew it out into an entire book, Marry Him: The Case for Settling for Mr. Good Enough.  I just pre-ordered it — it should be out just in time for Valentine’s Day, 2/4/2010.  Here’s some info on the book and why I think this book is so cool — what my connection is to it, aside from being friends with Lori.

Lori Gottlieb wrote a very popular and controversial article for the Atlantic Monthly magazine’s March 2008 issue: Marry Him: The case for settling for Mr. Good Enough.  Years before, Lori has interviewed me about my over-dramatic love life and then, after the fact-checker called me and checked up on me (she was more compassionate on the phone than strict — she wished me good luck and told me I was better off) I almost forgot about it.  Well, when it came out, I was indeed quoted in the Atlantic, one of my favorite modern periodicals.

About Marry Him: The Case for Settling for Mr. Good Enough

You have a fulfilling job, a great group of friends, the perfect apartment, and no shortage of dates. So what if you haven’t found The One just yet. Surely he’ll come along, right?

But what if he doesn’t? Or even worse, what if he already has, but you just didn’t realize it?

Suddenly finding herself forty and single, Lori Gottlieb said the unthinkable in her March 2008 article in The Atlantic: Maybe she, and single women everywhere, needed to stop chasing the elusive Prince Charming and instead go for Mr. Good Enough.

n223267440980 32921 Pre order Marry Him by My Friend Lori GottliebLooking at her friends’ happy marriages to good enough guys who happen to be excellent husbands and fathers, Gottlieb declared it time to reevaluate what we really need in a partner. Her ideas created a firestorm of controversy from outlets like the Today show to The Washington Post, which wrote, “Given the perennial shortage of perfect men, Gottlieb’s probably got a point,” to Newsweek and NPR, which declared, “Lori Gottlieb didn’t want to take her mother’s advice to be less picky, but now that she’s turned forty, she wonders if her mother is right.” Women all over the world were talking. But while many people agreed that they should have more realistic expectations, what did that actually mean out in the real world, where Gottlieb and women like her were inexorably drawn to their “type”?

That’s where Marry Him comes in.

By looking at everything from culture to biology, in Marry Him Gottlieb frankly explores the dilemma that so many women today seem to face—how to reconcile the strong desire for a husband and family with a list of must-haves so long and complicated that many great guys get rejected out of the gate. Here Gottlieb shares her own journey in the quest for romantic fulfillment, and in the process gets wise guidance and surprising insights from marital researchers, matchmakers, dating coaches, behavioral economists, neuropsychologists, sociologists, couples therapists, divorce lawyers, and clergy—as well as single and married men and women, ranging in age from their twenties to their sixties.

Marry Him is an eye-opening, often funny, sometimes painful, and always truthful in-depth examination of the modern dating landscape, and ultimately, a provocative wake-up call about getting real about Mr. Right.

Marry Him has been optioned for film by Tobey Maguire for Warner Brothers.

Click here for an interview with Lori.

What People are Saying

“What Lori Gottlieb is saying isn’t subversive – it’s smart. A thoroughly entertaining reality check, it will make single women laugh and squirm, and married people appreciate their spouses even more.”
—Diablo Cody, Academy Award-winning screenwriter of JUNO

“I wish I could round up every single woman I know and assign this book for discussion. Gottlieb helps women see how our cultural or private fantasies build up so many expectations that they destroy the possibility of real love and, eventually, marriage. Marry Him is a big fat lesson in how not to get in your own way. Any woman who wants to find true love and hasn’t been able to should read this book.”
—Pepper Schwartz, Ph.D., relationship expert at Perfectmatch.com

“Finally, here’s a cautionary tale for anyone wondering why she hasn’t found Mr. Right—with a hopeful message about the Mr. Right Nows, the Mr. Close Enoughs, and even the Mr. What the F*#%s.”
—Jill Soloway, writer and executive producer for Six Feet Under

“Engaging, hilarious, brutally honest, and eye-opening! Marry Him is an encouraging story about finding love by getting real.”
—Rachel Greenwald, New York Times bestselling author of Find a Husband After 35

“This is a daring and wise book. Gottlieb tells it like it is: In our modern world of excess, too many of us have unrealistic expectations about men and love, and even more unrealistic views of ourselves. Women (and men) should take Gottlieb’s message to heart: ‘Look for reasons to say yes.’ It could change your life.”
—Helen Fisher, Ph.D., Rutgers University and author of Why Him? Why Her?

“I have been very happily married for many years, and if my daughters ever ask me for advice about potential spouses, I plan to pass off a lot of what’s in this book as my own sage wisdom.”
—Kurt Andersen, New York Times bestselling author of Heyday and host of public radio’s Studio 360

Marry Him shows women how to find true happiness when seeking love—by giving them a new way to look at the world. Gottlieb manages to be hilarious yet thought-provoking, light-hearted yet profound on the questions of: Why do we fall in love? What qualities really matter in a marriage? For what reasons do we make the decisions that affect our whole lives? Like provocative relationship classics such as The Rules and He’s Just Not That Into You, Marry Him will set people talking for years.”
—Gretchen Rubin, author of The Happiness Project

“Lori Gottlieb’s smart, insightful, witty observations gleaned on her own unusual romantic path signal an important new voice in single-girl lit. The Rules turned single women needy, He’s Just Not That Into You made them depressed, and Marry Him finally sets them free, preaching that in the long run, ‘good enough’ might be better than great.”
—Amy Sohn, author of Prospect Park West

Marry Him is a treasure. A must-read on getting the male and female brain together in almost perfect harmony.”
—Louann Brizendine, New York Times bestselling author of The Female Brain and the upcoming The Male Brain

“By telling you to read Lori Gottlieb’s incisive and insightful book, I hope I can make up for all the unrealistic romantic propaganda I had a hand in spreading as a former editor at a glossy women’s magazine. For anyone who is single but looking, the surprising truths in Marry Him go against just about everything we’ve been brought up to believe aboutdating and marriage.”

—Megan McCafferty, New York Times bestselling author of the Jessica Darling series

What People Said About the Atlantic Article

“Gottlieb gets a lot right about what it’s like to be a heterosexual, middle-class, single woman in her 30s, and how different it is from being a heterosexual, middle-class single woman in her 20s. What took me by surprise is the extent to which the change is palpable, even for women like me, who haven’t been planning their dream wedding since girlhood; who are in fact ambivalent about babies and marriage… I think Gottlieb has done something important … She debunks the vapid “You go, girl!” form of empowerment, which often harms women by suggesting that they shouldn’t settle for less than everything. Gottlieb, in contrast, tells her story as if she were speaking to a roomful of adults, who can be trusted not to faint at bad news.”
—The Economist

“Just six years ago, suggesting that women consider their eggs before rejecting suitors was controversial. Today, it’s so commonplace that the very un-Carrie notion of “settling” is no longer taboo. Settling will make you happier, [Gottlieb] said, because those who marry with high expectations are only disappointed.”
—Newsweek

“It all depends on what you consider settling. What I failed to realize, in the blushing first stages of romantic love, is that romance is not what runs a household, gets the kids washed, or folds the ironing.”
—Good Housekeeping

“[Gottlieb’s essay] has sparked responses, in the blogosphere and elsewhere, whose collective word count surely exceeds that of her article by at least a hundred-fold… I detect enough self-deprecating drollery in the essay to persuade me it’s not the crime against humanity that many of its more vehement critics are convinced it is.”
The Los Angeles Times

“Last week I was in the salon getting a mani-pedi and I overheard two of the gals discussing an article from the Atlantic magazine. Why wait for the perfect man, when he just might be a myth?
— Stephen Colbert, The Colbert Report

“I think this is going to continue to be debated for the next millennia or two.”
—Neal Conan, NPR’s “Talk of the Nation”

“Gottlieb’s advice contradicts the romantic message of a million love songs and Valentine’s cards and chick flicks. But given the perennial shortage of perfect men, she’s probably got a point.”
The Washington Post

 Pre order Marry Him by My Friend Lori Gottlieb

My Brand New Chumby One

4221000190 292edd1a68 My Brand New Chumby One

I just set up my second Chumby — the brand new Chumby One. So happy to have these little devices around the apartment. They’re fun and they allow me to share what I am doing with people who don’t live in my world.

4220879492 f88f98f7a6 m My Brand New Chumby OneI have a Chumby Classic in the bathroom which is cool — it acts as a very smart Internet device as well as a news update and a clock and a weather station and a whole lot of different stuff — you can see that it even shows me my logged-in Facebook profile.

Love it — it is smaller than my Chumby Classic but it does all the same thing and uses the same program that the Classic uses — and it is much smaller and lighter and will work with a battery — also, which is cool, is that it comes with an wide assortment of plug adapters for worldwide use.

 My Brand New Chumby One

Brainstorming an Elevator Speech

Mr. Phillip J. Rhoades, my the Chief Programmer of my burgeoning agency, popped me a message on Google Talk asking me what he should or could say if someone asked him what he does all day, every day — an elevator speech.  Well, I gave it a go, writing one for myself.  After I shared it on Facebook, Mr. Glenn M Jenkinson gave me some awesome advice — a complete rewrite — thanks Glenn!  So, please check these two out, starting with that I wrote and followed up with that Glenn wrote.

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German Keyboard Stickers on my ThinkPad

4216656365 87ea6e2bec b German Keyboard Stickers on my ThinkPad

I get too confused trying to switch back and forth between the German and the American English keyboard layout.  When you do the writing exercises for Rosetta Stone and Rosetta Stone TOTALe, they keep you immersed and make you use the German keyboard layout — with the swapped Z and Y and the crazy ä, Ä, ö, Ö, ü, Ü, and ß.

So, unless you key your eye on the exemplar keyboard they show you — or memorize the pattern to speed up your writing — then you need to do something else.  What I did, as you can see above, is stick a package of German keyboard stickers onto my English layout keyboard — the way I just did tonight  — as you can see above.

Cool, right?  They even fit the Lenovo ThinkPad X61′s smaller-sized keyboard.

GERMAN KEYBOARD STICKERS WITH WHITE LETTERING ON TRANSPARENT BACKGROUND

 German Keyboard Stickers on my ThinkPad

Pepsi Is Social

pepsi turns away from superbowl and Pepsi Is Social

Pepsi is going to invest $20 million in social media outreach and leave the Super Bowl behind.

On January 13, Pepsi will launch their programme called ‘The Pepsi Refresh Project‘. People can contribute by naming a project in their community that needs help. The projects that get the most votes will receive help from Pepsi. With this project Pepsi hopes they will create a wave of do-gooding on a smaller scale with people funding community projects themselves. –ViralBlog

ABC thinks that Pepsi is taking a giant risk by not advertising during the Superbowl and opting to advertise online instead. . . Quite frankly that’s a load of crock. Superbowl ads are expensive and a giant risk in and of themselves. Social media marketing (when done right) works and for far less money.

A Super Bowl advertisement costs $3 million dollars per 30 seconds. Pepsi planned two 30 secoond ads and a 60 second ad… that’s $12 million. And the price went up over 10% between 2008 and 2009. Let’s do the math. That’s $12 million to reach 98 million viewers.. or about $0.12 per viewer.

[. . .]

This doesn’t include, of course, the real gamble… hiring an agency that can produce a commercial that will actually drive tons of traffic to your brand.

[. . .]Pepsi can invest in viral or social technologies at a fraction of the cost and reach the same number of viewers. Of course it wouldn’t happen in a single event across 2 minutes… but who in their right mind would want it to? Pepsi needs a long-term strategy and some great products to bring it back. –Marketing Tech

The new social media campaign called the Pepsi Refresh Project has an appropriate name, since a strong social media outreach focused on helping communities will no doubt refresh Pepsi’s declining profit margin while making the world a better place.

Good for you, Pepsi, for bravely leading the way into the social/digital era.

How to Type German Characters

4216656365 87ea6e2bec b How to Type German Characters

I guess the easiest way to type German is to convert your keyboard to German and use some cool German keyboard stickers like I have on my Lenovo Thinkpad.  That’s quite a commitment but for those less interested in such hacking and such commitment, I found this cool HOWTO over at University Colorado Denver by Tim Phillips, Help on Typing Documents in German.

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My Filson Extra Large Duffle Bag

4215135407 7f7b14ce8f b My Filson Extra Large Duffle Bag
I love Filson gear. I have the Filson Original Briefcase and I also have the Filson Large Duffle Bag for domestic jaunts but the above Filson Extra Large Duffle Bag is what I use when I move between my flat in Washington and my flat in Berlin, since most airlines only allow one checked bag.

4215135589 0e6e2a5599 My Filson Extra Large Duffle Bag

This is a giant, double-ply, twill duffel bag — in my case it is otter green — with quite a lot of finery.

Think of a soldier’s canvas duffel with solid brass hardware and fine bridle leather straps and bindings. The bag is enormous and the bag is stuff-able.

One thing you don’t see in this photo — because I was in line in Berlin Tegel to check the back during check-in — is the sturdy bridle leather shoulder strap, which is attached via brass clips to those brass D-rings, the D-ring you see to the right.  I remove the strap when I check it in so it doesn’t get tangled in any machinery.

I also bought the Filson Leather Luggage Tag, as you can see, but I have it strapped in with three zip-ties because the leather strap it came with can’t handle the travel — it is attached to the above-mentioned brass D-ring.

All-in-all, the bag is fiercely handsome and amazingly durable.

You can easily show up at the country club or a fine hotel with this bag and they will recognize the quality but baggage handlers probably won’t steal it because it is just a duffel, after all.

I feel it gets better-looking with age. Also, the bag is lined so everything inside is pretty well-protected, even if it ends up rolling around on the tarmac in oil or gook. This is probably a lifer, if it ends up not getting lost in transit.

Yes, it is expensive but I never regret it. Can’t beat quality. I love it.

 My Filson Extra Large Duffle Bag