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How Can We Learn this Social Media Stuff?

November 11, 2011 By lgoodale Leave a Comment

Meleik Goodwill, Medical Director, Palio

Here’s something we get asked all the time: “How can we learn this social media stuff?”

This question comes everywhere – at family barbecues and school functions, hissed in work hallways and mumbled shamefacedly in the back of conferences.

What if you’re not 16? What if you’re not a nerd? What if you’re not growing up with this social media stuff in your blood? What if you don’t work with a bunch of tech geeks? What if you don’t even know where to begin?

What if you blew it off, thought it was a fad, but have seen the light and now honestly DO want to learn more about social media? Are you too late? Is there no hope for you?

Relax, question-askers of the world, and follow our quick and easy five-step plan to becoming a successful social media enthusiast.

Slideshare. This repository of Powerpoint presentations has more devoted to social media explanation than you can imagine. Go visit and search for “social media,” and you’ll be inundated with well-written, basic, informational presentations. I’m particularly fond of this one, salty langugage and all: “What the F*** Is Social Media?”
Mashable. Arguably the preeminent social media blog, Mashable is a fire hose of social media news. It will be a good source for you to learn a lot, if you

A. Accept that it’s going to overwhelm you with news, and therefore
B. Do not try to read all of it, and
C. Do not get frustrated when you don’t understand every article.

Social Media Examiner. Another team blog on social media, it’s a bit higher-level and definitely lower-volume than Mashable.
Google. It sounds obvious, but it’s one that people forget quite often. Anytime you see a social media term that you don’t understand, let me reassure you: at least half a dozen people have written blog posts defining it. RSS? Follow Friday? SEO? Hashtag? Just ask.
Ask. Whoever you are in life, at this point in time a safe bet is that most every person who reads this post knows someone who is well versed in social media. They got that way by finding it interesting, and as such, are going to enjoy talking about it. Never be afraid to ask. (This is also a great way to sort out the people who actually do know a lot from the people who just like to use popular buzzwords.)

Palio is an advertising agency revolutionizing pharmaceutical and healthcare marketing to create experiences that will Never Be Forgotten.

Filed Under: Advertising, Career, Medical Strategy, Social Media Tagged With: Google, RSS, YouTube

Things Aren’t Always What They Seem

September 30, 2010 By jfisher 1 Comment

From Catlin Renaud, Brand Planning, Palio

So what comes to mind when you hear the word cancer? You’re probably thinking of how many people die from it each year or how horrible the diagnosis must be to receive. And you’re right. Cancer is a terrible disease, but did you know that there are more than 11 million survivors in the United States alone? And that the survival rate for adults and children diagnosed with cancer is up to 64% and 80%, respectively?

With advancements in technology and medicine, cancer is no longer a death sentence. But why is it that the word cancer is still positioned as an end to life? Positioning refers to the space a product or brand occupies in the mind of a consumer. In other words, what do people feel when they think of a brand. Anything can be a brand. Cancer can be and is its own brand.

To further examine the positioning of cancer as a brand, I searched “cancer” on YouTube. After watching the first 2 videos I came upon (video 1 and video 2), I felt even more frightened by the word. These videos fill your mind with the causes of cancer, how it’s formed, and statistics on the rate of death. Neither video mentioned the survival rate.

Instead of focusing on how many people pass away each year, we should all make an effort to remember the 11 million people who have survived, especially those close to us. Let’s change the positioning of this word into something that people can live to tell about. The rate of survival has increased dramatically in the last 40 years, and many people aren’t aware of this.

In my life there are 3 people who have been diagnosed with cancer, and all 3 of them are still with us today and going strong. My aunt was diagnosed with multiple myeloma 5 years ago, and the life expectancy for this rare cancer is 3 to 5 years. She continually exceeds her doctors’ expectations with her positive outlook on life and the belief that cancer will not be the end of her.

I’m not trying to take the seriousness of this disease out of the word, but what I’m trying to illustrate is that we can view the word more positively. When thinking of the word, take into consideration the vast advancements in technology and medicine over the last 40 years. Cancer will never be good news, but going forward it can represent a challenge that many people will overcome and a challenge that millions of Americans have already overcome.

Palio is a full-spectrum global pharmaceutical and consumer advertising, marketing, and communications agency that excels in brand creation and specializes in brand strategy, product launches, global marketing, and digital and integrated media.

Filed Under: Brand Planning Tagged With: cancer, multiple myeloma, positioning, survival, YouTube

Art, YouTube Style, and a Friggin’ Lightsaber

September 27, 2010 By jfisher Leave a Comment

From Jon Hussey, SVP, Director of Brand Planning, Palio

Let me start by saying I am a brand planner. This means that I am often amazed by things that other people find commonplace. Perhaps not truly a creative trait, but one that allows me to appreciate creative talent. I also grew up in the 70’s, which means that while I understand computers they are not quite part of me — I just missed being part of that generation. Working at an ad agency gives me the opportunity to work with people who are far more creative than I am, and with people who are far more technically savvy than I am. I get to watch, and sometimes to guide, but can’t quite participate. I am my generation’s equivalent of the music lover who can’t play an instrument or hold a beat.

Technology has become both the medium in which modern creativity is expressed as well as the way that it is distributed and consumed. Some of this creativity is really quite impressive. And apparently, for once, the Guggenheim Museum agrees with me. They have partnered with YouTube to create YouTube Play, a collaboration to unearth and showcase the very best creative video from around the world. Anyone can submit one for consideration, and the winners will be awarded at the Guggenheim museums around the world on October 21, 2010.

A shortlist of the finalists is available for viewing at http://www.youtube.com/play. They are awesome. Take a look if you have a few minutes to kill.

And while you are on Youtube, sign up to win a friggin’ lightsaber.

Filed Under: Brand Planning, Creative, Technology Tagged With: Brand Planning, Guggenheim Museum, YouTube, YouTube Play

The Power Consumers Now Have To Shape Brands

May 4, 2010 By jfisher Leave a Comment

From Todd LaRoche, EVP, Managing Director of Creative, Palio

With the recent merging of United and Continental Airlines, an event that happened a while back came to mind that I thought would be worth sharing if you didn’t already know about it. A musician named Dave Carroll had some difficulty with United Airlines – United apparently damaged his treasured Taylor custom guitar during a flight.

For over 9 months, Dave tried to get United to pay for damages caused by baggage handlers to his guitar. During his final exchange with the United Customer Relations Manager, Carroll said that he was being left with no choice other than to create a music video for YouTube exposing United’s lack of cooperation. The Manager responded: “Good luck with that one, pal.”

So Carroll posted a retaliatory video on YouTube. The video has since received over 8.4 million hits. United Airlines contacted the musician and attempted to arrive at a settlement in exchange for pulling the video. Naturally, Dave’s response was: “Good luck with that one, pal.”

Taylor Guitars sent the musician 2 new custom guitars in appreciation for the product recognition from the video that has lead to a sharp increase in orders. Here’s the video, if you didn’t already play it above.

Pretty amazing: 8.4 million hits (and rising) that United Airlines could definitely have lived without, (and that Taylor Guitars has benefitted by hugely), all because of a poorly-handled customer service issue. Goes to show you just how much power the world of digital communications has brought to the consumer. Now, instead of buyer beware, seller beware – your consumer has more power than ever to shape your brand’s image.

Filed Under: Creative, Industry Trends Tagged With: Palio, Taylor Guitars, Todd LaRoche, United Airlines, YouTube

Things Aren’t Always What They Seem

Art, YouTube Style, and a Friggin’ Lightsaber

The Power Consumers Now Have To Shape Brands

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