|| 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.
|100 Best Green Workplaces in Oregon|
|The Green Paradox|
|Up in the Air|
|Credit Unions Perspective|
|Queen of Resilience|
|Burt's Bees founder dies|
|Greece votes no|
|Did airlines collude to keep fares high?|
|Citigroup analyst thinks Puma should sell|
|OSU researchers examine warm-water mass|
|Appeals court rules against Apple|
|Microsoft to cut division, 1,200 jobs|
Tonkon Torp helps seed sustainability at Gunderson.
Oregon-based Environments helps companies create inspired workspaces. “Simply put, we help companies future-proof their workspaces,” says Chris Corrado, president. Since 1988,Environments has witnessed firsthand the changing landscape of business. Native Portlander and Environments founder Corrado says, “We help our clients navigate the complex realities of the workplace today and plan for their future in a very mindful, strategic way. We think of ourselves as their partners in the process.”
One hundred years ago, the Willamette River might easily have been mistaken for a sewer. Unchecked industrial activity and decades of pollution made it unrecognizable compared to the clean river that now flows north for 187 miles from Eugene through the center of Portland.
3 Degrees Event Celebrates 5th Year Bringing Nonprofit and Business Professionals Together to Benefit Portland.
Bend energy leader brings passion for efficiency and renewable energy to the nonprofit.
Event in Forest Grove marks recognition of Global Food Safety Initiative Certification.