A.I. Blog

The Roast of #

2011-06-13T08:56:00.000-07:00

The following is an excerpt from the Roast of #, aka Hashtag, aka Number Sign, who has made a come back in popularity due to Twitter updates.

! - Listen #, this sudden rise is suspect. You went from being an automated phone message button to the hottest symbol in new media? We're not buying the fact that this was organic.

@ - Yah, it’s like, having no presence on the Web and and then skipping straight to the new best thing (I’m talking to you Williams-Sonoma).

$ - Look, #. First of all, what kind of name is that? What are you, like, a weed head. What are you, like, like, going to Amsterdam this weekend? LOL. Alright, man, it’s like this. Every dog has its day. And those poor worker bees on Main Street love an underdog.

% - There is a statistical significance between the rise of # and the rise of peer networking and open source media as stated in Psychology Today’s technical insert issue this past…

$ - Shut up, NERD!!

! - Damn, I used to be useful. In speech, literature, the web.:(

& - Oh, dearest !, I’m sorry to tell you, but you were quite overused in all three. A correctly used ampersand is so hard to find these days. Thank goodness for law offices.

* - Only you would like attorneys, &.

& - Some of them are quite intelligent and ethical.

( ) - We’ll show you ethical. OK, what do you get when you add - + =? Backspace, baby! You can back that space up here anytime…

! - Shut up Winkelvoss twins. You are disgusting. And if people just said what they meant, we wouldn’t have such a need for ( ) anyway.

( ) - What! Dude, we are totally like, used a lot, like in books, and in, you know, like, papers-n-shit. Don’t insult our family. Don’t make us get our cousins, “”. We will kick-your-ass. Even “” get used more than you (hello, air quotes?). Why don’t you go after *. If people weren’t such liars and cheaters, we wouldn’t even need him.

* - Hey! It’s not my fault I am so good at describing big pharma and Mark Maguire in a single symbol. I am like, the Prince of Qwerty, bitches.

~ ` - ¿Por qué no podemos llevarnos bien todos?

$ - Zip it, Senor frogs! Uh, I need 2 questions marks to explain what I am saying because I am from another country and I am so cool.

^ - Je ne savais pas l'argent discrimination? Vous êtes si provinciaux. Tetas Waal calle.

$ - Whatever, man, no one even knows who you are, ^! You’re like, number 6’s dunce cap.

@ - Alright, listen up you old timers. I’m the only one who really understands what # has just been through. From barely being used at all to a sudden rise to fame….parties, famous love interests, my name in bright, cool fonts…Let me give you some advice, #. Someday, you will become a commodity. People will just expect you to be there and no one will think you are exciting and new anymore. Just don’t pull an MC Hammer. As much as I hate to say this, get together with $ and make a plan for your future. Because in this brave new media world, you may not have one.

Escape.

Dissapointed by Coverage of bin Laden's Death?

2011-05-09T14:22:00.000-07:00

As a New Yorker, I should take this personally. But I don't.

The..."death" of Osama bin Laden--I am desperately seeking objective news coverage on this..."occurrence."

See, I don't even know what words to use to describe what happened. "Death" is so passive. As an English major who was taught that better grammar includes careful attention to word choice, I might be more apt to describe this as an "assassination," the verb form defined here by the American Heritage Dictionary:

Assassinate: To murder (a prominent person) by surprise attack, as for political reasons.

Interestingly enough, as I looked up the origins and etymology of the word assassination, I found that it has been done since what seems like the beginning of time, but Shakespeare appears to be the first to use the word in recorded literature (Macbeth). It appears to be of Arabic origin (and shares roots with the word hashish). A group active between the 8th and 14th centuries are reported to have killed members of the Muslim and Christian elite for political and religious reasons. (All sourced from Wikipedia...yes, I know.)

But the entry continues to describe what is called "targeted killing" and differentiates this from "assassination."

"Targeted killing is the deliberate, specific targeting and killing, by a government or its agents, of a civilian or of an "unlawful combatant" (ie one taking a direct part in hostilities in the context of an armed conflict) who is not in that government's custody. The target is generally a person accused of taking part in or supporting armed conflict or terrorism, whether by bearing arms or otherwise, and of thereby losing rights and protections such as those of the Geneva Conventions."

So those individuals identified in targeted killings are believed to have lost some of their rights under the Geneva Convention because they are participating in armed conflict. And bin Laden seems to fall into this category, making the killing appear legal.

There seems to be no official definition of targeted killing and several legal scholars have lent their points of view and academic expertise to the ongoing dialog. Some feel targeted killing is a way around calling killings "murder," and believe targeted killings are too politically motivated. But most seem to agree that there may be a place for targeted killing under international law. Either way, the news media did not seem to use this language to describe the military action that killed bin Laden. I had to find all this on Wikipedia. I mean really.

OK, maybe I should up the level of my reading list. But seriously, I watch all the major news channels and read the news from a variety of sources online and in paper (AP, Wired Magazine, CNN, Fox, NY Times). Much of the media, including the NY Times, Jon Stewart, and Saturday Night Live (yes, I consider Stewart and SNL news sources...loosely) are covering the story from a personal angle. I want the news first. The opinions can come later. Or in your Op-Ed section, thank you. I don't want to know how you just missed the interview of a lifetime when you bumped into bin Landen 15 years ago (John F. Burns in the NYT Week in Review section this past Sunday). I don't need to hear your super-happy-that-he-is-dead id Freuded-out in the first show since bin Laden was killed (Jon Stewart's Monday after episode).

I want the news. Just the news.

Do I think it is sad that we need to kill people? Yes. Do I think this operation was necessary given we are at war with an oft intangible terrorism and bin Laden is the man who offered his face and voice to this shadowy rebellion against Western ideals. Yes, again. But I think the children said it best in this "kids reacting" video (though they were likley prompted a bit)--It is confusing. It is confusing to be human and rejoice at the killing of another human. But sometimes the many outweigh the one.

What happened to bin Laden ? Did he really have a justified point of view? Where his actions logical based on his view? Was he crazy and/or narcissistic? Was there ever a time he was "normal"?

I suppose we will never truly know. And perhaps it is better this way.

What Does One Do When a Kardashian Moves Into the Neighborhood?

2010-10-16T18:41:00.000-07:00

Well, if you live in NYC, not much.

Sometimes, a new game moves into your space. A brighter one. A louder one. A brand that has built up a fast following on Twitter or constant coverage in industry rags. How do you compete?

Throw your 2 cents in the ring
Engage the other neighbors
Stay the course
Approach the new kid on the block

Throw your 2 cents in
Tell us how you really feel. You may not have a high opinion of the matter, but letting your audience know (in an appropriate tone) will help keep you relevant.

Example: Don't judge me, but I actually like the Kardashians.

Engage others in your space
If there is some new noise taking away your customers or fans, now might be a good time to ring up (ok, text, Facebook or email up) your competition and plan a friendly/frenem-ly round table discussion. Strength in numbers.

Example: I brought up the Kardashian sighting at Chambers St Wines tonight and I've never heard Tribeca patrons more chatty so close to closing time, "Did you say Kardashian? Where? They live here now?" Quick--grab me that bottle of Rioja!

Stay the course
I think the questions are, how long will that brand stay and how committed are you to the space? The answers should drive your strategy. If you have been a player for a decade now and plan to stay on in the foreseeable future, then drive this point home with campaigns around pillars like expert, committed and experienced. If you are just a one hit wonder too, then why throw rocks from glass houses?

Example: Tribeca will still be a quiet but cool neighborhood. Come Kim, Kourtney or Khloe (hmm, maybe remove the quiet if Kim). After the initial chatter at the wine shop, I was left with these parting words from a neighbor, "If they wanted attention, they've come to the wrong place."

Approach the new kids
If all else fails, approach this potentially reproachable company/band/charity. After 5 minutes of conversation, you should know whether your trip yielded a new business/creative partner or a few more degrees of hatred on your competitive analysis matrix.

Example: Kourtney, I know Scott is the father of little Mason (who looks so adorable by the way when your buff bodyguard takes him out of that little car seat in the back of your black Expedition parked on West Broadway as scores of faux paparazzi flash their bulbs), but those pastel sweaters only make him look more like the guy we love to hate.

If none of this advice works, you can always hire your own paparazzi to follow you around. Just try and make sure they don't come out of the same town car you rode in on.

"Five Things 'Jersey Shore' Taught My Agency About Social Media" or Titles That Catch My Eye

2010-07-25T19:05:00.001-07:00

A simple way to get your blog, Facebook campaign or other marketing initiative noticed is to barnacle yourself to a piece of popular web chatter. For example, when the iPad came out, all you had to do was write the word "iPad" in the body of your blog copy 700 times to increase your visibility. Of course, you and everyone else. But you get the idea.

Here's an example from an Advertising Age article clearly piggybacking on the Jersey Shore buzz: "Five Things 'Jersey Shore' Taught My Agency About Social Media." Follow me here...It was written by Ilya Vedrashko, the VP of research and development for Interpublic Group, the agency that launched a "stealth social-media experiment" called Jerzify Yourself, a popular Facebook app that allowed users to tweak images of themselves (orange spray tans, poofy hair and six pack abs)--Don't act like you don't know what I'm talking about.

If you are feeling brave, here's what Ilya learned: "Shared links have a longer shelf life on Facebook than Twitter, and Buzzfeed sends more traffic through re-shares than direct clicks." Or you may just want to take the easy way out: Jerzify Yourself.

Blunder Tip #7 How To Get Thrown Outta a Baseball Game or How I Learned from Don Mattingly's Mistakes

2010-07-21T17:12:00.000-07:00

As a professional, it's tough to admit a blunder. Yesterday, Major League Baseball saw 7 people ejected from games. And of all of them, one qualified as a major "blunder" here in NY. A mistake defined as "dropping the ball," "clumsy," "impulsive," "caused by oversight or time constraints," that likely could have been avoided. And of all people to blunder to the mound twice...Mattingly?

The reason I point him out, besides the fact that Mattingly, former Yankee captain, stumbled into my news space twice today, is because this man is known as a consummate professional in his field (his nickname is "Donnie Baseball" after all). We just don't expect blunders from thoughtful leaders.

So where did this guy enter my news radar today? This past weekend, the NY Times featured an article about abrasive leaders (Steinbrenner: The Boss Unbound) which I got around to reading this morning, and later today, ESPN SportsCenter reported on the top ten best ejections from a baseball game (awesome montage BTW if you can find the video) based on yesterday's events--Los Angeles manager Joe Torre was ejected from a Giants-Dodgers game. Subsequently, Don Mattingly, serving as "acting manager," managed to get his pitcher removed from the game due to a violation of rule 8.06 (that may have been misinterpreted by umpires), identified as 2 trips to the pitchers mound (you are only allowed 1). The blunder, on the heels of a comeback by the Dodgers, may have resulted in a 7-5 loss.

Don Mattingly is The Guy. The one you expect to get it done--if "it" means winning games without winning championships. No one thinks it is Don's fault though. Which brings me to George Steinbrenner - Yankees owner who passed away last week. The NY times article does a great job of discussing what it takes top be a leader..."recent research on status and power suggests that brashness, entitlement and ego are essential components for any competent leader, the precursor to ascent and its spoils; they are the traits that provide the seedbed for risk-taking..." which seems to indicate George was doing the right thing to get ahead. Only problem? They did not win championships though they were stacked with talent (e.g., Donnie Baseball).

So what makes a good leader? Donnie Baseball? The contemplative Barack Obama (The Calm, Cool and Collected President)? Or the brash Steinbrenner, Glenn Beck-types?

Guess we will have to wait til Mattingly wins the World Series or Obama gets re-elected. Whichever comes first.

Facebook Group vs. Page

2010-07-20T19:34:00.000-07:00

With all the changes Facebook continues to implement, thought this write up on the differences between Facebook Groups and Facebook Pages might be useful. Bottom line? If you are a brand, go with Pages. If you are a family reunion, go with Groups--Groups have more privacy controls. One change I won't miss? Last call for Facebook gifts.

Words That Should Be Banned

2010-01-01T12:42:00.000-08:00

Lake Superior State has put out a list of words they feel should be banned from use in the English language. It's cute, and of course, many of us are sick of words like "tweet". But putting out a good list can be a good way to pick up some publicity. And it can be fairly simple to produce.

Check it out here.

Social Media Revolution

2009-08-19T07:51:00.000-07:00

Recently, I came upon this video on YouTube. I like the style in which is was produced...which is not new, but always looks fresh when done correctly. I often use the style of screen recording myself typing into google as a low cost way to show how popular something has become.

Many folks have questioned the stats detailed in the video (what % of the country is using social network, etc). But everyone seems to be impacted by the overall message: Social networking has grown faster than most other popular communication mediums (phone, computer, etc). Meaning the number of users has increased at a higher percentage in a shorter period of time. It even mentions my alma mater, Boston College, who stopped giving out mandatory BC e-mail addresses to their incoming freshmen.

As organizations grapple with how to use social networking and other social media in their everyday marketing and communication plans, I wonder how they are doing. My biggest question would be, is it authentic? E-mail me if you have any examples of positive or negative uses of social media.

How To Be A Different Kind of Regular or the Southwest Airlines Rap

2009-03-23T16:28:00.001-07:00

Sometimes it just takes one innovative person to make your entire company, big or small, seem different. Even when you do the exact same thing as someone else.

Here is today's example. Feel free to post any others you see.

Best,
askingrid

Plane Crash on the Hudson - Images of Removal from Water

2009-02-05T05:08:00.000-08:00

I realize I am a little late on putting these up. Though the plane crash has come and gone in the minds of New Yorkers, Sully - Chesley Sullenberger, lives on. I saw him at Obama's inauguration. I saw him at the Superbowl. Seems like he is America's new metaphor. He's the New American Hero...like popular presidents and winning football teams. People are thinking [and saying out loud], "Can Obama guide us through the rough waters, as did Sully?"

The images I posted today came from the window of my colleagues apartment. He happens to have an exacting view onto the work seen in the images. Hoards of people were lined up along the park for 2 days - the news folks obviously, many tourists (most eurpoean and all with advanced cameras), people walking their dogs. I went down there but couldn't see a thing -- and it was freezing. Many of those folks waiting hours, but really saw nothing except a tail sticking out of the water. Disaster tourists I've heard they're called. Well, I must admit, I was disaster-touring from the warmth of a high rise apartment with a glass of white wine in my hand.

These guys hauling the plane out of icy waters did good work. I wasnt so sure when I was staring at them staring at the plane for 48 hours. But they were smart to wait on two fronts -- 1) the ice, and 2) the onlookers. Quietly, and in the early morning, they pulled the plane out without too much fanfare [much like Obama signing funds for planned parenthood on day 2]. No one wants to world to watch their potential mistakes. But very few, if any were made here.

-askingrid

Tons of people watching...no movement on Hudson plane crash

2009-01-17T16:27:00.000-08:00

I walked down to the Hudson today...freezing out and tons of onlookers (families, amateur photographers, news vans, international tourists)...within 5 minutes I called a colleague who lives in a building on the river. Luck was on my side as he was home and invited me up. I watched "no progress" being made from the warm, cozy apt while sipping on a delicious new wine discovery...Cairnbrae Marlborough Sauvignon Blanc 2007. Hope that doesn't sound too callous.

It's really too cold to take that plane out of the river. And frankly, I don't quite think they know what they are doing as yet. I think by tomorrow, they will have it figured out - Monday the latest. It was kind of interesting to watch the diver bubbles...but otherwise, you didn't miss much today.

-askingrid

Leadsership Skills vs. Technical Skills

2009-01-17T10:37:00.000-08:00

This is an interesting place to start should you wish to learn more about what's "more important" - leadership ability or technical ability...

Great Leadership blog....

Find the Inauguration on the Web

2009-01-16T09:35:00.000-08:00

I asked our head of operations if we could stream the inauguration live from the conference room on Tuesday. He agreed. It's better than everyone secretly watching on their laptops and listening with earphones.

You can find out where to watch on the Web here.

Can't wait to see these numbers...

Plane Crashes in Hudson River, NYC - Images

2009-01-15T14:27:00.001-08:00

Publish Post

The plane was slowly moving from the Chelsea area (shown above at around 4pm - down to Canal St and now at the start of Tribeca/Northern Battery Park.

2009-01-15T13:51:00.000-08:00

Plane Crashes in Hudon River, NYC - Images

2009-01-15T13:38:00.000-08:00

Plane Crashes in Hudon River

2009-01-15T13:23:00.001-08:00

From my office window in Hoboken, I can see the plane's tail bobbing up and down, submerged then reappearing from the water's edge. The tugboats seemed to be pulling the plane toward the NYC side of the river, but it continues to sink under. Right now, the tail is above water.

For someone who travels a lot, this is my nightmare. But if I am going to crash, this is how. On the Hudson River, in between NYC and NJ, and so softly that those in the office buildings yards away don't even hear it. And without smoke. According to NY Post images, the passengers were all waiting, standing on the wings of the small plane as it slowly sank. New reports are not all in, but it seems most passengers are OK...I can only hope this is true.

Another plane crashed into a building on 72nd street in NYC. Flashbacks...I live 3 blocks from WTC so I looked south to check in on downtown Manhattan. NYPD helicopters must be thinking the same as they fly from the crash scene toward the Statue of Liberty. A jet flies overhead. Commercial planes flying too close to our building scare my colleague. Some people now see smoke and they want to leave.

What will happen to this plane? It is hard to focus on work at a time like this. Everyone at my office is gathered, watching from the glass conference room. People's mothers are calling from the South, hoping this event is not too close to their young, professional children. Boats are floating next to the sinking plane--government, commercial and private--ready to help...and perhaps gawking.

NYC is a place where, when disaster strikes, many are willing (and able) to help.

NYC is a wonderful yet fantastically scary place to live and work.

My Secret Love of Spreadsheets - Intentional Marketing Strategies

2009-01-10T18:32:00.000-08:00

I can't believe I am finally admitting this, but I am in love with a new Excel spreadsheet I created. It is my Product Marketing Plan, and it lists all of our marketing efforts for the year as well as tracking and ROI. I consider myself more of a creative person, so the fact that I was able to build this tool and enjoy using it astounds me. But it is an integral part of tracking success.

Basic Tips for Intentional Marketing Strategies

Intentional Marketing is about thinking out your marketing plan (genius I know, but with all the "work" we do, who has time to "think" anymore). Find inspiration in likely as well as unlikely places. Write "it" down, whatever "it" is. Track it. Review for success.

Know your audience - This is a no-brainer. Sign up for listserves, follow blogs, get google alerts...whatever you think your audience is looking at, you should be too.

Know your list - When I look at my list of prospects, they are not simply names to me. I've met several of them, and have a good deal of intelligence about who they are and what their needs are. When I send a message out, I custom create a list based on what is relevant to that audience. Don't forget to scrub the list clean (it helps when you have a data team or an out-sourced partner to do this).

Track your initiatives - After a few initiatives, you will have data on what works and what doesn't. Tracking is just a tool. It won't do the work for you. That's your brain's job.

React quickly - You should have the ability to react to current events so that you can go out to your audience in a timely manner. Sign up for TheLadders where Marc Cenedella does a good job of this.

Learn HTML - It's not hard. Sign up for an affordable online html class at BMCC - $99. You can review class materials on your own time and never even have to step foot in a classroom.

Get google analytics - It is user friendly and can teach you a lot about web tracking. Seriously. Do it--Do it now! It's FREE.

Get google AdWords or AdSense - Play around with these tools - throw $50 bucks in a watch what happens. Again, its really easy to use once you get past the fear of not knowing what you are doing.

Find a mentor (or two or three) - This is always the best way to develop your skills. I have mentors within my organization as well as outside. Jennifer Brown at Jennifer Brown Consulting in NYC is a good resource for understanding business leadership. If you do not have a mentor, ask your colleagues or friends to start a casual working group to discuss new ideas. We have a Lunch and Learn series at my workplace and invite different folks from within our company to present at lunch time twice a month on a subject of their choosing.

Well, that's it for now. I am sure many Americans are watching quite a bit of NFL football today so good luck to your teams!

-Ingrid

Is Hope a Magic Pill

2008-11-05T07:02:00.000-08:00

Now that Obama has won the presidency, it is time to determine if hope is simply a marketing tool or if its got the legs to carry itself into the real world of the presidency. I woke up this morning wondering if, when I stepped outside my door, would the world look any different? Will people in NYC not run me over as I carry my rolling laptop bag down the subway stairs? Will the cold air feel fresh and rejuvenating instead of biting and caustic? Will I finally notice the leaves have changed to a beautiful golden yellow as they fall into the Hudson River?

Well, I noticed all these changes yesterday on Election Day. On the eve of Hope's election, I was already feeling the energy. Two young Latina girls on the subway were giggling: "Did you do it yet?" "Yes, I was excited because it was my first time." Interactive media professionals from Seattle I ran into at the Ad-Tech conference, excited to be in NYC on Election Day, even thoug its cold and dirty in midtown Manhattan. But as I see all this excitement, I wonder, is it real and can it last? Is Hope the flavor of the week?

When the presidency was announced, I was on a 5 second delay (DVR)--trying to soak in every moment. I heard a man scream out of his window, and knew I needed to fast forward. If you had been following the vote count one-by-one changing on CNN.com, you would have know even 10 seconds before me. As I watched the exuberance on the park in Chicago, I wondered why I was not more moved at the exact moment. I think I was in a state of shock. The last time I heard folks scream out of the window, it was after OJ's acquittal. And the last 2 elections I stayed up to watch dragged deep into the night. But yesterday, it all came down so fast. I was still not convinced. I am still cautious.

So now the hard part starts for Obama. I am not the only one to say this. Can he keep his supporters engaged throughout his presidency? Will he hold the attention of Gen Y voters, obsessed with competition and American Idol-like voting contests...I hope Obama has figured out the next big thing for his campaign. It doesn't stop with the recruitment of your army, your supporters, your consumers. In fact it becomes even harder to keep your "customers" once you've won them over with your marketing campaign. So can Hope become a retention tool as well?

Yes it can. People full of hope are more likely to engage in your product, more likely to talk about it with others in a positive light. If Obama can find a way to keep hope alive for the next 4, 8 years, I think he can permanently impact the generation of the future. I am honored that those who may not even be alive to see this change put their issues aside to elect Obama.

I can't say whether is was that Obama is black, white, Indonesian, Midwestern, grassroots, internet savvy, young, smart, handsome, strategic, or lucky. But I can say that when you find the right marketing mix, you find magic.

The Big Day - Election 2008

2008-11-04T18:23:00.000-08:00

A lot has been said about this election, so I'll keep it brief. It is indeed a historical moment. If I had to pick a reason, it is because more people are excited about voting than ever (*). And I think these same folks are going to follow through and actually vote. The candidates have done a great job of engaging voters. Obama has particularly used modern engagement techniques to sway his audience (Facebook, blogs, twitter, etc). McCain seems to have stuck more to the old school sensationalism--less grassroots and more reliance on the mainstream media. In terms of candidate selection, I think we've been lucky (minus Palin perhaps as she is not as well versed in the type of political, international and historical elements as I would like in a vice presidential candidate.)

The addition of some color and gender options into the ballots has also meant this election is one for the ages. I wonder what came first--The variety or the engagement? How much have these diverse options contributed to the level of interaction with the campaigns? Was it the men and/or women, or was it the fact that we are finally seeing a reflection of the diversity in this country manifest itself in our leaders at the highest levels?

Happy voting.

Been thinking about this a long time...

2008-04-02T10:00:00.000-07:00

When you name your blog ask-anything it is really an invite for questions. That invite inspires responses, but what happens when I don't have the answers? I spoke to a professional coach yesterday who told me to be part of the conversation. I've been doing this for years, but I thought I would move this discussion to a more open forum. So when I say askingrid, ask ingrid, ask-ingrid...what I am really saying is feel free to post your thoughts here too.

This is my first in office week all year...I have been traveling the country for my work at GoalQuest. Working while on the road is tough, but it toughens you up. The endurance required to fly out on a Monday, drive to and from 2 meetings a day, find a hotel and then sit down to write personal follow up e-mails, read your own e-mails, return calls, eat dinner, exercise, and then try to figure out which channel The Hills is on in Iowa is a tough gig. I have definately made the most of my time in NY this week and it is only Wednesday.

Part of Wednesday at GoalQuest is complimentary lunch. Today is was Cuban which suites me prefectly. I think it speaks the language of the high number of Latinos and Carribeans who work here - Rice and Beans!

More important than free lunch was the inspiring meeting our President led today. As our organization goes through the journey of medium to large, we want to keep the passion that makes our service unique. Sure our resources are increasing, but how can we maintain that small business feel as our successes contribute to a large business structure.

For my part, I want an organic destination were I can talk about my experiences as I travel the country speaking about our products and services. I am constantly in the flow, loving what I do. Certainly on the road, I don't see many folks from my office, so this is a good way to stay connected.