Daniel Patricio
Rethinking how we communicate, collaborate and innovate
The Case for Social Media Is Quite Simple Really
In: Uncategorized
12 Nov 2009
Should your company be engaging through social media?
In my eyes it is a simple answer.
Would you fire your customer service department? PR team? Cut off the whole customer satisfaction department?
The fact is, your customers are talking about you through social media. They are asking questions, creating community groups in your honour or bashing you and rallying others to action.
Why would you not engage them?
The truth is that if you don’t, someone else will.
So why wouldn’t you engage in social media?
Maybe if no one is talking about your company, product or services, you would find it harder to make a case.
In my opinion, if no one is talking about your product, you have bigger issues in your business.
Marketing is simple, it is a battle for familiarity in the minds of customers so that they may be more likely to purchase when it comes down to the decision point.
If you aren’t doing all you can to engage your customers. Someone else will.
Photo credit, Leo Reynolds
Pay it Backward and Together We Will Pay It Forward
In: Toronto Events
29 Sep 2009Tomorrow, my friends from Daily Challenge.org, the social network for Do Gooders is teaming up with Second Cup and Silk to encourage people to pay it backward by buying a coffee for the person behind them at any Second Cup across Ontario.
Here is the run down, you buy a coffee or any beverage from Second Cup for the person standing behind you in line and they will donate $5 to SickKids! The call to action is simple but it is a way of giving back in a small way which together can make a difference.
Tomorrow I will be dropping by my neighbourhood Second Cup at John and Queen, so please come out, bring a friend and buy a coffee for the greater good.
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- Tags: #pibday
This weekend Toronto is getting together with some of the smartest technology, startup and marketing folks to party for a good cause.
I will be there and I would recommend you join us. It is a hollywood party to tie into TIFF and I may or may not be rocking a red bow tie, just saying.
More information after the jump:
Just $20 gets you on a boat, partying with the social media community, listening to fabulous local DJs, eating free food and enjoying drinks whilst taking in the beautiful sights of a night time cruise down Toronto’s harbour front. A $20 ticket for an incredible night to remember.
Meal Exchange estimates that it takes only $28 for them to mentor a youth leader and distribute 35 meals. With 100% of the proceeds going directly to Meal Exchange, we have an unbelievable ability to feed a lot of people, desperately in need. The more tickets sold, the more meals can be provided. We have an amazing opportunity to make a huge difference in our own community.
We’re looking to the Toronto community to help us reach our goal of $5000.
$5000 would facilitate 178 youth leaders and over 6250 meals being distributed.
We’ve only raised $ 2,620.00 so far – just over half way there. We need your help Toronto!
Help us spread the word – tweet it, facebook it, blog it. We’ve sold 200 tickets so far – lets get another 300 people to join us and make it an epic evening.
If you haven’t bought your ticket – do it now! http://www.amiando.com/TorontoTwestival”
Also if you are a student enter the code STUDENTPASS and it’ll get them in for a $5 donation however it is a 19+ event.
See you there
I am always fascinated when people claim that a certain online channel or medium is better or more effective than another. I take a tool agnostic approach and prefer to only use a tool if it fits the specific role needed to contribute to the integrated campaign, rather than which one is better.
Today I came across two interesting articles that piqued my interest.
An article from Inside Facebook which revealed Worldwide Facebook Mobile Usage Up 300% in Last 12 Months and a study that revealed that More Viewers Watching TV and Web Simultaneously, Study Says.
The common thread is that I have heard frequently from people with the advertising background, that mobile has better conversion than social and that TV still has more attention share than online.
The problem is that these channels are not competing with each other as we have previously thought.
The 19-24 demographic have grown up attached to their cellphones and social media is not going to change that. However what they are doing with their cellphones is changing. Mobile access to social media is probably the biggest evolution I have seen in the last few years. With the shift in accessibility, social media is no longer just a channel for people that spend all day in front of a computer. With the big push from Facebook to become more accessible to cellphone users they are making it easier for Facebook to become a more integrated and richer part of their social interactions, which can be seen in the 300% jump in mobile interactions.
Secondly in regards to TV vs online, I have always thought the comparison was ridiculous. The modern reality is that people do not consume media in silos. In fact with our hyperactive consumption habits I would argue that I would struggle to identify time where I watch TV without either accessing the web via my smartphone or netbook simultaneously.
Communications in the digital age forces us to break down the silos previous enforced.
If you are devising an online strategy don’t look at which are the top 5 of anything but rather look at what your message you want to convey is and be prepared to dip your toes in many buckets.
The medium is not the message, the message is medium.
Photo credit, Travis Isaacs
Facebook, Twitter Revolutionizing How Parents Stalk Their College-Aged Kids
In: Uncategorized
1 Sep 2009via the Onion
The First Signs from the Facebook, Friendfeed Aquisition – Twitter Intergration
In: Social Web
20 Aug 2009
For those of you that haven’t experimented with the newly aquired Friendfeed, you only have to look as far as the new Facebook Page Twitter integration to see the value in Facebook’s new investment.
Facebook have attempted to make companies more likely to use Facebook as the platform of choice by making it easier to post to both Twitter and the Page from Facebook.com.
They have nabbed some of the know how from the FriendFeed guys who have managed to develop smooth integration with several platforms.
Now page administrators can simultaneously post status updates, photos, links, notes and events to both Facebook Pages and Twitter.
For anyone managing an integrated social media campaign this is a great added feature, to test the waters and extend the reach and engagement in both Facebook and Twitter.
Who Is Up for a Little Consumer Behaviour Experiment
In: Uncategorized
19 Aug 2009
I have been doing a lot a reading lately on some awesome abstract ideas on consumer behaviour but the tough thing about academic studies is that they are outdated before they are published.
So I am on a crusade to conduct a wholly unscientific test to analyse the evolving consumer behaviour of the generation Y demographic.
What I am looking for is about 4 people to participate in a 30 day experiment submitting short journal entries on purchases they make.
What I specifically want to look at, is how familiarity and or resonance with the brand affect the decision making process taking into consideration the value of the purchase and the role of marketing and or branding in those decisions.
The journal will be conducted from a public posterous blog and I would welcome interpretation and or analysis alongside the study.
If you would like to get involved please fill out the form below:
Consumer Behaviour Study – Submission Form
Photo credit Joe Shlabotnik
Rethinking Advertising, Branding and Reach – Socialnomics
In: Marketing
16 Aug 2009I have been busy reading these crazy things called books lately – yes the ones made of paper.
I have become reinvigorated with the fields of sociology, branding, advertising and something called behavioural economics. Though I believe far too many companies are over invested in advertising and under invested in actually investing in initiatives that drive revenue, I don’t think it is Advertising’s fault we have just forgotten why we turned to advertising in the first place.
Advertising is about increasing brand equity to help differentiation products and increase awareness of the product so that if we find ourselves at the counter we just might choose that brand. Advertising is not about reach and the CPM. Just because you can shout louder doesn’t mean more people are listening.
What I want to do is reach the right people at the right time, communicate more than just a set of brand attributes and provide value.
We need to rethink our preconceived and indoctrinated notions of marketing, advertising and get back to realising consumers are people with needs not numbers.
At the same time we can’t throw out the world of metrics. If anything there is an opportunity to start quantifying the previously immeasureable value of interactions between people previously coined as customer service which is becoming the responsibility of every part of the organisation.
This is by no means a comprehension post, merely a rant to update the world on what I am thinking and working on.
I am working on something big, a project that will attempt to bridge the gap between social capital and advertising but more on that later.
In the meantime, I recommend you pick up the Paradox of Choice by Barry Schwartz, Predictabilty Irrational by Dan Ariely and watch the video below.
About
The world around us is changing and we all are looking for the leaders to show us where this road will take us.
Ambitious and passionate in equal measure, Daniel Patricio is a digital marketing and community strategist who develops social media campaigns and consults to brands on marketing in the digital age.
He is the founder and CEO of Orange Rhino Media and founded GenY Toronto a meetup for young people in the startup, marketing and tech industries.
He has worked, consulted and advised to national and international brands in the pharmaceutical, banking, cosmetics, liquor, university and small business sectors.
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