|| Print ||
|On the Scene|
|Thursday, August 12, 2010|
BY EMMA HALL
Digital brand builder Paul Barron stood in front of social media aficionados and restaurant and hospitality industry folks in Lola's Room, above the Crystal Ballroom. He surveyed the crowd that included award-winning Tweeters and social media brand developers, there to attend a talk hosted by the Social Media Club of Portland.
"Media as we know it is over," Barron said.
Barron, who runs DigitalCoCo, described the wave of the future, in Web Era 4. He explained that too much focus is being put on the here and now with social media, when really we need to be one step ahead to prepare for the future of the web.
"Experts say 'Just engage your customers,' but [social media] is about so much more," said Barron. "It's really about understanding the customer."
The social web is controlled by bloggers and new media experts, but soon that control will shift. Consumers want you to understand who they are, Barron explained.
"If we don't get into engaged content components, that is what we will miss," Barron said.
Barron referenced the recent Old Spice campaign by Wieden+Kennedy as an example of branded entertainment, a step in the right direction but still not quite engaged content. "We need to engage on the next level," Barron said.
A video that Barron showed as an example of preliminary engaged content was the "Every Life Has a Story" video by Chick-fil-A.
Barron also gave the audience homework of five books to learn more on the subject.
The Social Media Club of Portland also reached out to find a local Portland hospitality or restaurant business that was ahead of the curve in regard to engaging customers through social media. The winner was the Jupiter Hotel. They have created an iconic brand maven out of Jupiter Lily, a mannequin that resides in the hotel's lobby. Jupiter Lily tweets updates that often include cheeky sexual innuendos. She also stars in the hotel's monthly e-mail blast that features a comic book-style story. The hotel's innovative use of social media has garnered them a loyal following who appreciate the change from typical business tweets that may just tell them about room rates or special deals.
That style may not work for every business out there, but there are lessons to be learned from its success.
Emma Hall is web editor for Oregon Business.
|A Complex Portrait: Immigration, Jobs and the Economy|
|Woman of Steel|
|Kill the Meeting|
|Ferguson bakery saved by crowdfunding|
|Obamacare yields more than 1M applicants in first week of open enrollment|
|Price of already-built homes in Seattle area drops|
|Apple hits record-high value|
|Fed's ability to regulate questioned|
|Budweiser to move away from Clydesdales|
|Mergers lucrative for departing CEOs, but not necessarily shareholders|
Is your business ready to join us in the call for action? This opening panel includes Oregon businesses who will discuss why they signed the Oregon Climate Declaration, the investments they are making to reduce carbon emissions, and how their actions are affecting their companies.
Get ready for two days of special events produced with the EPA, Portland Timbers and ISOS before and after the GoGreen Conference on October 16.
Plenty of employers seem “dazed and confused” after the recent vote to legalize marijuana. In light of Measure 91 passing, what are some issues for private-sector Oregon employers to consider?
Rotary’s Oregon Ethics in Business aims to raise consciousness about business ethics by honoring exceptional companies.
Barran Liebman’s annual employment law seminar is an industry classic.
Is my drug-free workplace policy up in smoke?
More than 400 "Change Makers" will gather to invest in a socially sustainable community.