An Interview with Cindy Manalo, Account Director at Time Inc.

A close friend, a colleague and an Account Director within my division are just some of the ways that I would describe Cindy Manalo. As such, I thought it would be a great idea to get her perspective on what is happening in the digital world and what her client requests sound like these days. Cindy is responsible for helping to launch and develop new business projects for Time Inc. Content Solutions (TICS). In her role as Account Director, she is responsible in managing all aspects relating to the production of a communications project from content development through the final distribution phase. Prior to joining TICS, Cindy spent 7 years in the advertising industry in Account Management at various agencies that included McCann Amster Yard, BBDO, Bozell and Ammirati Puris Lintas.

Below you’ll find Cindy’s view on the advertising world, the changing landscape and how she handles client’s needs and concerns in this networked society.

Throughout your career in advertising I am sure that you have handled many client requests. What are the major differences that you are seeing now versus a few years ago?
There definitely seems to be more interest in return on investment (ROI) these days. Given the economy lately, I think companies want to make sure they’re putting their money in the right place – they can’t afford to be wasteful. And given all the media platforms out there, companies need to make sure their messages are being heard in the right venue – whether it’s print, digital, etc – and they want proof that their marketing dollars are working. So more and more, marketers are asking, “what’s my ROI?”. They need to be accountable for their budgets, and now agencies are taking part in that accountability too.

What do you think the biggest challenge is for companies and brands today?
I think the biggest challenge for brands today is creating communication pieces that are engaging to their target audience. Marketing in today’s world goes beyond just TV, print and radio advertising. There’s much more fragmentation given that the digital world has opened up many new ways to communicate, i.e. mobile devices, social networking, podcasts, blog, etc. The consumer still only has 24 hours in a day but now has many more ways of receiving information so time spent with any one media outlet is now much more limited. For a brand to stand out and attract customers in this fragmented world, they need to engage each member of their audience enough to have them slow down and pay attention. Not an easy task in a 24/7 society.

Are you seeing more requests that are focused around digital initiatives?
Definitely. I think almost every one of my Clients has some sort of digital initiative, whether it be an e-newsletter, microsite, blog or just basic content that we’ve created for their main website, there are definitely more requests around digital initiatives. And given that our expertise is creating engaging content for our clients, it’s easy enough to take that content and either print it for a communications piece or digitize it for an online presence. Clients are realizing the world of content is not just defined to a magazine or direct mail piece, engaging content is becoming more and more of a necessity online.

Are clients asking you about social networking, widgets and websites like Facebook and Twitter? What is your suggestion for clients that are interested?
There have been requests by some of my Clients for social networking but I wouldn’t recommend it for all Clients, only for those that can tie it into their product or brand where it makes sense. A few months ago, we created a fun styling tool that appeared on Facebook for a Client that makes razors for men. It was a widget that people can download which then let them “try on” different facial hair styles on their profile pictures. It really tied in nicely to what the brand stood for and what Facebook is about. If it’s an organic fit, then I would recommend it to a Client, otherwise it could feel too forced and the audience would see right through it.
Many consumers turn to the web for their news and information. Likewise, the adverting industry has seen a shift since many companies are shifting dollars around to incorporate digital initiatives.

What is your point of view on brands using print mediums versus digital initiatives? Do you think one is more important than the other?
I think both print and digital have their place and don’t necessarily think one is more important than the other. I also think you sometimes need print to drive people to their messages online. Just because there’s a website out there doesn’t mean, if you build it, they will come. The print medium can help drive people online for more info or for more interactivity that you can’t get in print, i.e. video, photo galleries, blog updates, etc. I do believe both mediums can live independently of each other, but there could also be a nice interdependent relationship as well.

Can you give a few guidelines or best practices when trying to figure out the best strategy to use in this fast-paced digital world?
I would say there are 3 things a marketer should do that are important to succeed in the digital world:
1) Have clear objectives. Know what you want to accomplish online whether it’s increasing awareness, driving behavior, or building brand loyalty, having clear objectives will keep you focused.
2) Create engaging content. No one will care what your site is about unless you have content that is engaging. It can’t just be more marketing speak. People are coming to your site willingly so be relevant to your audience.
3) Give them a reason to come back for more. Don’t be static; refresh 1-2 pages often so people will see there’s new content. People don’t want to come back and read the same thing over and over again. Surprise and delight and they will want to come back for more.

Beware: Social Networking is on the Rise

Does it seem like everyone and their mother is talking about social networking? Well, to me it does. Even my 60-year-old father asked me about Twitter and its purpose. The truth is that people are talking about it, using the websites, and referring friends to sign up. As a result, social networking among US broadband users has grown an impressive 93% since 2006, and has increased the amount of time people spend communicating online 18%, to 32% of total online time, according to a new report from Netpop Research, LLC that delves into social networking trends and habits, reports MarketingCharts.

The "Netpop Connect: Social Networkers US" report also reveals that at the same time as online communications has increased, the time spent on traditional forms of online entertainment has declined 29%, and is now down to 19% of total online time:




This, Netpop said, is changing the face of how entertainment is defined, and giving rise to a new form of leisure built around talking, sharing, and providing opinions and perspectives.

Today, some of the most popular social networking activities include sending emails, sending instant messages, sharing photos, commenting on messages, engaging in blogs, and posting “Tweets.” As a result, it is not enough for companies to have a strong digital strategy, it is also important to be relevant in this social media world. Magazines have tried diligently to maintain their relevance and ultimately, have migrated content to the Web to capture more eyeballs. More companies are starting a blog and asking employees to be involved in order to make it active and engaging to consumers. Additionally, management is looking for feedback from blogs. Furthermore, we’ve also seen brands put up Facebook pages.

So what is next? Social networking is growing. The research estimates that 105 million American broadband users (76%) now contribute to social media. As websites give more space to user-generated content it will be interesting to see how companies track and monitor the conversation with consumers. Other popular websites and applications such as Digg, Flickr, LinkedIn, Twitter, Yelp and YouTube will likely become more popular as well. Ultimately, this means that if you don’t like social networking, you better get used to it because more and more companies are likely to jump in on the fun. Likewise, if you don’t know about these sites or understand the purpose, it is probably in your best interest to get up to speed.

Hollywood Gets Its Hands on Twitter

Early Saturday morning, I headed to the gym and proceeded to the treadmill section to begin my workout. My favorite channel to watch while running on the treadmill is E!, particularly Joel McHale’s show called The Soup. It is my one-stop shop to get all the celebrity news and gossip of the week, wrapped with sarcastic humor. Most of the time, the news is entertaining and allows me to forget the monotonous beat of the treadmill. While running I heard earth-shattering news that Courtney Love, rocker and widow of Nirvana’s Kurt Cobain, is being sued by her former fashion designer,Dawn Simorangkir, over comments Love has written about her on Twitter and MySpace. Needless to say, it was shocking when I heard it at the time, but I figured it was only a matter of time before Hollywood got itself in a mess over Twitter.

Catching a glimpse of the lawsuit on TV was not enough for me. I wanted to learn more about what happened, so I searched the Internet to find out the full scoop. According to ABC News, a libel claim was filed by Simorangkir in Los Angeles Superior Court on March 26. Love used Twitter to disseminate "an obsessive and delusional crusade" of malicious libel against her and also slandered her on MySpace. The court documents claim that Love "became infatuated" with Simorangkir and her "Boudoir Queen" clothing line after discovering the designer on Etsy, an online marketplace catering to independent designers. Love commissioned Simorangkir to create clothing for her and flew her out to Los Angeles, but then balked when she was invoiced for the designer's work in February and March. This was enough information for me, but in case you want to read the nitty gritty, click here to read the complaint against Courtney Love.

As I have mentioned before in previous blogs, Twitter is a popular online community for many celebrities. It allows them to communicate with their fan base, keeps fans up-to-date about things going on in their lives and enables them to announce concerts and available tickets etc. In fact, “Twitterati” is the new term that has been coined to demonstrate that the elite “Tweet.” These days, you’ll find John Mayer, Lance Armstrong, Paris Hilton and P. Ditty on Twitter. Whether you choose to follow them is a story for a different day.

After hearing and reading about the latest scandal related to Twitter, I am not sure what surprised me the most. The fact that a celebrity is actually taking the time to vent via Twitter or the fact that the opponent is suing for slandering on Twitter and MySpace is up for a debate. I guess even though both seem farfetched, for some reason I was naive to think everyone was going to play nice in the sandbox. It was only a matter of time before celebrities abuse the online community.

Newspapers Dying a Slow Death

As newspapers lose readers and as advertising dollars dry up as a source of revenue for newspapers, publications are looking for new sources of income. Forging partnerships with start-ups and websites is one route that is being considered. Likewise, various companies and websites are rolling out new ways to drum up cash for local papers.

Zillow, a real estate Web site that provides estimates of homes values and other information, is pursuing a new way to generate revenue for local papers. “Newspapers have been left for dead by a lot of people,” said Spencer Rascoff, chief operating officer of Zillow.com. “Readying their obituaries is very premature.”

According to an article in The New York Times, the company recently announced a partnership to lend its real estate search engine to the Web sites of more than 180 national newspapers. For example, the online real estate section of the Richmond-Times Dispatch will now contain a Zillow-powered box geared towards homeowners or prospective buyers in central Virginia. The first 100 of Zillow Web sites went live, and the remaining 80 will be unveiled throughout the rest of 2009.

Since Zillow has the partnership with the co-branded sites it will share the revenue with the newspapers, and it also extends its reach into the local markets. Mr. Rascoff said,” “Real estate is the most local product there is. It would take us decades to build those local relationships. Rather than starting from scratch, we’re partnering with someone who has distribution, but don’t have the product.”

Despite the dismal economy and the stagnant real estate market, Zillow has seen a boost in business. In March, the website had 8.8 million unique visitors, a 70% increase over the last year. Additionally, the partnerships could help Zillow ride out the slowdown in online advertising, since the company primarily relies on an ad-based business model for revenue, which has proven challenging in the tumultuous economy. Ultimately, it is going to require newspapers to figure out a new model that works and adapt to different business models that generate revenue. As interest rates go down and prospective buyers and sellers start looking to buy homes again, Zillow is one company that is poised for growth. It will be interesting to see what other websites and start-ups are created as newspapers popularity fades. Small business experts say economic downturns can be a good time to start a venture.

The Power of the Internet

It seems as though everyone is trying to get their 15 minutes of online fame by posting videos on YouTube or by participating on Facebook and Twitter. Kids, teenagers, business professionals, mothers, celebrities and athletes are all using these social platforms. The power of the internet allows anyone with a half-baked idea, a product and a webcam to start their journey to online fame. In the latest example of a social-media world, Lauren Luke, an unknown young single mother from England began selling makeup on eBay and posting pictures of herself wearing the makeup she was trying to sell. She also posted online tutorials on how to make the most of your makeup on YouTube. She has won the hearts of fans all over the world with her use of vibrant color and by recreating celebrities’ coveted makeup looks. Ultimately, her presence on the Web and popularity has made her a global sensation.

While Lauren has never had any formal training as a makeup artist, she has gained a global following as user Panacea81, which is a branded YouTube channel. The videos are short, casual, unedited and entertaining. As her popularity grew and her fan base became more addicted, Anomaly partner Duncan Bird also became interested in the friendly unknown sensation. According to an article in Ad Age, Duncan was impressed that she had 100,000 views on some videos and every time he went back to visit she seemed to have attracted 100,000 more. "There was something about Lauren that struck me as so authentic, so unusual and so interesting," Mr. Bird said.

Since then Mr. Bird has become Lauren’s manager and they’ve created a new cosmetics line, By Lauren Luke which will debut in stores on April 27. The line will launch in North America and Europe with five eye-color kits and will eventually expand. Because Lauren is such a YouTube sensation, Mr. Bird said, By Lauren Luke won’t need a traditional media campaign. "What we're trying to do is make sure that everything we do is true to what Lauren is about," he said. "I'm very passionate that Lauren stays true to her own self-image."

While there are umpteen beauty products in stores and a plethora of beauty consultants, it is still feasible for an unknown person to become a global sensation in the cut throat world of beauty treatments. Getting your message out on social networks and showcasing your talent on YouTube can make you famous and open doors that might not have been opened a few years ago. Who needs Hollywood, the so-called land of where dreams come true when you have a computer and Internet access?

Check out this video to see Lauren Luke in action:

'Smoking Smarties'

Companies are aware that people who are using their brands in unconventional ways will make sure to spread the word via social networking sites and by posting videos on YouTube. The catch is that the end result can be either positive or negative. A positive example would be the buzz that Diet Coke and Mentos received with the infamous experiments. A negative example would be all the press that Smarties is getting due to the latest videos that have been posted on YouTube called “How to Smoke Smarties.”

I had not heard of this new fad, so when I read my Ad Age Daily email and saw the headline “Smoking Smarties Videos Create Blaze of Unwelcome PR”, I was curious to read what was going on. In case you have not seen them yet, here is the video clip:



Apparently, there are many more videos of teenagers giving lessons on how to smoke smarties in the correct way. Although most of the videos are old, this video has sparked interest in a number of people and is number one on Google’s results page when you type in “smarties.” The big hit and the one that comes up most frequently in organic search is filmed by YouTube youngster "baller4life," aka Titus, which was created in December 2007.

While the video is old, the article explains that it is a simple case of exposure. Last week the video was featured on BuzzFeed and then on Monday appeared on CollegeHumor; the popular video-gamer destination G4tv.com's "Attack of the Show"; and the "Late Night With Jimmy Fallon" blog. And so began the rise of Titus' 1 minute, 38 second Smarties-smoking tutorial. I don’t know about you, but it seems outrageous that these people or sites would mention these videos in a positive manner. Are teens and people supposed to think these videos are cool? We’re talking about smoking here, and using a candy to demonstrate that. Seems pretty pathetic.

Luckily, the marketer of Smarties agrees and does not support these videos or viral communications. "It's certainly not endorsed by us. We don't endorse smoking, but we can't control what people do out there," said Eric Ostrow, VP-sales and marketing for Ce De Candy, the owner of the Smarties brand. He said he's been aware of the YouTube videos for more than a year, but Ad Age's query was the second call this week -- and the only one he's ever received regarding the videos.

Since participating in social networking sites and posting videos to YouTube are common activities for everyone including 15 year-olds with access to webcams, companies are going to have to brace themselves for the worst case scenario. That being said, they also need to be paying attention to what is being said on the Web, social networking sites, the trade journals and of course, word of mouth. In the case of Smarties, the brand is being connected to the act of smoking, and the company is distancing itself and denying any connection.

Pete Blackshaw, Executive VP of Nielsen Online Digital Strategic Services said “by Ce De speaking out and saying it doesn't condone the activity, is doing about as much as it can right now. For every time we have a Coke/Mentos, we need to keep in mind the equal opportunity of social media. It can go both positive and negative," he said, adding that one of his concerns for Smarties now is the video showing up at the top of a Google search. "That's where you could start to have a problem with general consumers getting the wrong idea. ... I know we all like a positive story ... but the real story in social media is how brands are challenged and eroded by it."

Although companies wish they could get positive PR from people performing stunts and finding unconventional uses for brands, they must figure out a way to deal with the opposite effect. Unfortunately, this means that every company and brand is fair game. Beth Snyder Bulik, the author of the article, gives advice about what to do if people are messing with your brand online:
1. Don't fight it. Trying to cajole, warn, threaten or even sue someone who is misusing your product or making a joke will only come off as heavy-handed. "Maybe some Neanderthal thinks that they can control this, but the reality is no one can," said Pete Blackshaw, exec VP of Nielsen Online Digital Strategic Services. And antagonistic attitudes will only invite more criticism and mocking.
2. Survey the extent of the problem. Is it a small group of jokers no one will take seriously or a more reputable group? How damaging is what they're saying or doing? That is, are they completing maligning the product and associating it with extremely unsavory behavior? Or is it just goofing around?
3. Turn to your social-media crisis plan. And if you don't have one yet, develop one.
4. Be open with employees. They use social media too and likely already know about it. But make sure to discuss what's happening and give them the information you want conveyed (for instance, what to say if a friend asks at a party, "Hey, what's up with all these kids smoking Smarties?").
5. Respond accordingly. At the very least, have a prepared statement for any media calls. Make sure it is available to all senior executives who may be queried. And make sure to respond as quickly and as transparently as possible to any direct questions from your customers.

Standing out above the din in this dismal time

Despite the fact that many consumers are holding off on purchasing houses and cars, companies are finding ways to communicate with consumers and ultimately building trust. Michael Fischer, VP Marketing for Coldwell Banker Real Estate is one executive that sees an opportunity in these challenging times. His philosophy on marketing troubled products and services: “build trust.” No one wants to trust their hard-earned dollars to someone or a brand they have questions about," says Mr. Fischer.

Recently, Fischer was interviewed by Advertising Age and explained that he is enthusiastic about the opportunity to reach out to the “dreamers” and boost web efforts. Fischer referred to the fact that Coldwell Bank is celebrating its 103-year-old legacy, and he has touted this information in its marketing efforts. When he was asked if real estate is just an impossible sell right now, he optimistically explained that there are tens of millions of people who are in the “dreaming” process and that they’re online looking at listings. So what is the important piece to the puzzle to get consumers to make a purchase? According to Fischer, consumers are looking for brands they can trust when there is a downturn in the economy. Since he thinks trust is important to consumers, he has made an effort to tell the firm’s story and boast the heritage of Coldwell in his communications strategy. Colbert Coldwell and Benjamin Banker, the founders of Coldwell Banker, play an important role in their marketing efforts. The interesting aspect of their marketing plan is that they have created Facebook and Twitter sites for their founders.

Even though the marketing budget at Coldwell Banker is tight, Fischer said spending is shifting from TV to online and alternative media. Last year 30% of the budget was dedicated to online, while the 2009 allocation is 40%. It seems rather contemporary for a 103-year-old firm to be on Facebook and Twitter. But the reality is that Fischer and his teams have done their homework. In other words, they’ve conducted market research and know where their audience is. Furthermore, since their audience is online they’ve discovered that digital platforms are the best way to start or continue the dialog. Fischer knows that purchasing a home is an important milestone and people need a little hand-holding to get to the finish line. Additionally, he knows that his prospective customers love the empowerment of the Internet and that when it comes down to making a purchase they need to engage with a real-estate professional. Ultimately, Facebook and Twitter not only presents an opportunity to have a conversation with consumers, but it also gives them a great opportunity to talk to more than 100,000 global agents that represent Coldwell Banker.

In the midst of a recession, people might not be purchasing, but they are online and thinking about moving forward into more prosperous times. If companies know where their audience is and how they feel towards a category, they can use this knowledge to their advantage and make a connection. Having conversations with consumers can present an opportunity to start a relationship and ultimately build trust, which according to one CEO is essential.

Dating in the Digital Age

Forget trekking to bars and participating in speed dating to find your true love. Online dating has become the new popular way to meet your soul mate. There are many websites that cater to people looking to get set up in the virtual world. These include Match.com, JDate.com and eHarmony.com. Just when you think you’ve mustered up enough courage to date in the online world, a new way to find a date has surfaced.

Welcome to Skout, the first-ever social dating application that allows people to use their mobile phone. People can flirt, chat and belong to a community of singles who want to chat online and then meet in the real world. The application allows you to tell potential love interests what you’re all about by posting mobile pictures or notes.

Recently, Skout proudly introduced Skout OUT which is real time online dating in bars and clubs across America. According to a press release on the website, Skout is "leveraging location-based services and 42" touch-screen plasma displays stationed in bars and clubs across the US. Single men and women looking for love need only let their fingers do the walking to flirt, send virtual gifts, or dedicate a passionate song to someone that inspires their senses. Skout OUT currently interacts with hundreds of thousands of Skout users using their iPhones, cell phones and laptops to find love on Skout's mobile dating service."

If you think buying someone a drink at a bar is enough to get a date, you might want to think again. Not only do you have to put your best face forward in the online world, you will need to be accessible with your phone. "Skout OUT solves the age-old problem of finding and approaching singles," said Skout's CEO and founder Christian Wiklund. "As an industry first, we are connecting the virtual online dating world with the real world. Skout OUT enables singles at clubs to 'see' not only available singles at their location, but also singles in other nearby venues as well as Skout mobile phone users. Skout OUT is an important new tool in our company's mission to make finding love easier."

Will people be willing to swipe their credit card or insert cash into the build-in payment system to purchase virtual gifts or music and send to prospects at the bar? Although the process seems convoluted, it’s feasible many bar-hoppers will participate—especially after they’ve had a few cocktails. Even though some people might not feel comfortable announcing their dating interests for everyone to see, it seems like the norm to try different avenues and routes to find true love. The old saying “Never frown; you never know when someone's falling in love with your smile” rings true in the digital world now too. So get your game face on!

While SKOUT presented at the DEMO 09 conference yesterday, TechCrunch had a preview of the program and posted this video clip:


Skout OUT from Robin Wauters on Vimeo.

Vicky Else gives her insights on how the face of research has changed

I am very excited that Vicky Else, President of The Market Artist agreed to do a Q&A for my blog. Vicky Else has worked in marketing and relationship marketing for more than twenty years, in both client and agency roles, across a wide range of business-to-business and business-to-consumer industries. Now a consultant, she develops consumer insights and research approaches to support both existing and new business projects. Below you’ll find some key insights on how the face of research has evolved in the digital world.

Although most of us know why research is so important for companies and brands, can you please remind us why conducting research is crucial for brands today?
The consumption of your brand messages, on and offline, can be measured and tracked; in other words, you can use data to describe what is going on. Because there’s so much data nowadays, some people think that’s enough. However, tracking can’t ever tell you why. Why do people like or dislike what you provide? You need to answer that question to figure out what you want to do about the data.

Can you give an example of how insights can help create powerful strategies?
If you don’t know what people want, how they use it, and what might turn them off, how can you create a strategy? An example: one of my clients wanted to revitalize an aging car brand without turning off their older drivers. It’s difficult! How could they appeal to 40-somethings and people over 65? They needed to find the lifestyle and demographic intersection points for their brand audiences. They did make it work, by associating their brand with golf. Golf imagery appealed to the younger set without turning the older set off.

People think about research differently now then they might have in the past. What are some of the new ways that people think about research now?
It still comes down to corporate culture, in my experience. Companies that love to be scientific and careful still do tons of research (e.g., pharma, packaged goods), and those which rely on instinct and aggression are impatient with it (e.g., financial services). A good thing about the digital world is that fast online panel surveys make even the instinct crowd more open to doing some basic research before they leap.

Specifically, what has changed over the years in terms of research and the approach?
It used to be phone surveys, mailed surveys, focus groups, and mall intercepts. You still need those, but now we can do more, much faster using online research. Also, sophisticated analytics have been very helpful to brand research—segmentation techniques can link brand perception to lifestage, attitudes, behavior and demographics, very useful for “one-to-one” types of branding efforts. The ability to efficiently ask questions of people as they shop or browse online is very helpful. You also can recruit a proprietary panel of your customers and run raw new ideas past them; they are biased but the early feedback can keep you from wasting valuable resources. The online world has also spawned new types of research, like eye-tracking and usability studies. I’m sure that mobile platforms are going to add to this list.

What are the negative aspects of these changes?
Speed can make people sloppy and uncreative. Both creativity and analysis take time! When I started out, it was very expensive to do any kind of brand communication, so we did our brainstorming and research homework before we printed mail pieces or shot TV ads. Online, though, you can quickly put out an idea and get hard results to see how it works, so you may not think hard enough about the potential impact on your brand. It’s important not to forego good research; just because you can afford the production cost of a mistake, that doesn’t mean you can afford the brand cost.

Can you give a few guidelines or best practices when trying to figure out the best research strategy to use in this fast-paced digital world?
1. Don’t rush! Fast research only works when the research question is simple. If you just want thumbs up or down, an online panel will probably work for you in four weeks. If you want to learn how to refresh a brand it’s going to take full suite of studies, backed by analysis, which will take at least a year. For everything in between, you need to work with your vendors to decide how much research is enough.

2. The steadier you are about research, the more efficient you can be. Develop a methodology to evaluate your brand messages, and then train your marketers to use it consistently. Your past studies serve as benchmarks, making your process faster and cheaper. Companies that adopt this discipline save big bucks and learn much more.

3. Build efficient ways to do qualitative research into your customer touches. You can squeeze attitudinal questions into online profiles if it doesn’t make them too long, or ask website visitors to fill out quick surveys. Start a proprietary customer panel. Put a survey URL on your packaging. Just keep those why insights flowing.

Victoria Else is not only is a twenty-odd year veteran of the marketing and advertising industries, she also has a very entertaining and witty blog. To learn more about Vicky, check out her blog, Behind the Two-Way Mirror, or her website, The Market Artist.