June 23, 2008
This is one of those things that's just really cool. Take 1,001 logos from so-called Web 2.0 companies, use AndreaMosaic, a photo mosaic tool, and you've got a Web 2.0 version of Google Earth.
While many marketing executives may tout banner ads because they're so easy to track, that doesn't necessarily take into account how annoying they can be.
Well, to be fair, banner ads that are targeted and relevant to the content you're reading may be a little more palatable. But in most cases, it's you vs. them. You take your life into your own hands when you click on some enticing offer.
Here's a little gem from Current.tv's "infomania" show:
June 16, 2008
In branding and design, color plays an important role in evoking emotions. It also plays a key role in my life - in general, as well as at crayon, where I'm fortunate enough to be called "Consigliere."
When I joined crayon, I chose Midnight Blue as my official color - I believe I explained that here previously. It's the color of my blog, of one of the many sports coats you'll see me in, and a color that tends to inspire the sort of impression from clients that a consultant wants.
Confidence, travel, freedom, truth, professionalism, wealth and power. Also tranquility, dependable, acceptance, patience, understanding, cooperation, comfort, loyalty and security. It is one of the most calming colors and is associated with the sky and the sea, intelligence, reassurance, and trust.
In short, it's a traditional, conservative and corporate color.
So perhaps it should be no surprise that my corporate genes have finally gotten the better of me and I'll be leaving the startup life at crayon to join the very blue corporate ranks. In fact, I'll be joining a company that's got one of the most recognized logos in the world incorporating the color blue. Next month, I'll be joining Ford Motor Company (NYSE: F), to head the social media efforts there.
My time with crayon has been rewarding as I've had the opportunity to work with some marketing and social media greats like Joseph Jaffe, Greg Verdino, C.C. Chapman, Steve Coulson, Gary Cohen, while just missing working with Shel Holz and Neville Hobson. And it's been gratifying working with clients like Coca-Cola, American Airlines, Audi, ooVoo and more, who are all experimenting with conversational marketing in one form or another.
Now I'll have the opportunity to work with another talented team of communications executives at Ford, as well as Maggie Fox and the Social Media Group, who have been so successful in launching Digital Snippets with Ford.
Of course, it means leaving the Boston area and relocating out to Dearborn. There are so many friends and colleagues that I'll be leaving behind, particularly in the social media field. Having been here for nearly 20 years, it's going to be difficult to move on. You might even say I'm feeling a little blue.
But I'm looking forward to new friends and opportunities, and the prospect of building a solid digital communications strategy from within a company, making a difference to customers, employees, partners and stakeholders. It's going to be a nice ride.
June 7, 2008
If you're still doubting the use of or need for Twitter, this is the post for you. I'm constantly amazed at what a powerful personal and professional network it is for me. When it's working (which has been sporadic of late), it can transform the way you think about relationships.
Let me give you a real-life example. Earlier this week, I headed down to New York to see a client. I usually do day trips on the Acela, but this time, I had an evening commitment and I needed to be in Washington, DC the following day. So the day before, I went online to find a hotel room in the city - which is usually not a problem, especially with the last-minute travel sites.
Only this time, it was different. No rooms in the city were to be had for under $800. I could stay at a hotel near the airport, but my commitments required me to be other places in the city, so it would be a logistical nightmare (and expensive) to stay near the airport. What to do? I turned to Twitter, of course.
Many people in my network were willing to help - I received replies directly on Twitter and private direct messages. Suggestions ranged from specific hotels they knew to areas of the city to consider, all the way to someone who pulled up a specific price quote on a room for me. The problem was, all of these places were sold out. As I was waiting, I tweeted: Well, I learned never to underestimate the power of the crowd. Tim Peter (@tcpeter) came forward to say: Turns out he is working with a group that does luxury reservations and this was their impetus to start a Twitter account (@luxres). I received a tweet from them asking how they could help, and within the next 15 minutes, they got me a reservation at the Mansfield, a boutique hotel in midtown Manhattan. Perfect! While the price was a little more than I wanted to spend, it was nowhere near the gouging for some of the rooms I had seen.
Thanks to a well-connected and attentive community, I was able to keep myself off of a Central Park bench for the night. It just goes to show, that if you take them time to invest in relationships and being a valued member of a community, it can work in your favor when you need it.
June 2, 2008
I've been writing about social media for almost two years. But I still have to explain what social media is to people who aren't familiar with marketing and communications. Well, maybe even to some who are familiar with the marketing and communications...
At Ford, Scott heads up the social media function and holds the title Global Digital &
Multimedia Communications Manager. He is a strategic advisor on all social media activities across the company, from blogger
relations to marketing support, customer service to internal communications and more, as social media is being integrated into many
facets of Ford business.
Prior to joining Ford, Scott served as Consigliere for crayon
and spent a number of years with PJA Advertising + Marketing, a
boutique BtoB agency specializing in health sciences & high tech.
In addition to his professional responsibilities, Scott is an active blogger and podcaster. He writes about the intersection of
advertising, marketing and PR at ScottMonty.com and
also writes The Baker Street Blog and cohosts I Hear of Sherlock Everywhere, two literary undertakings. Scott
has been featured in hundreds of news and business publications in print and on the web, in nearly dozens of books, and on a variety of
mainstream media, including NBC, NPR, CNN and The Wall Street Journal. Scott is a recognized thought leader in the social media industry and
frequently speaks at industry events.
Scott received his Master's in Medical Science from Boston University's School of Medicine concurrently with his MBA from BU's
Graduate School of Management. He lives in the greater Detroit area with his wife and two young sons, golfs all too infrequently, and
has a hidden talent for voice over work.
Scott speaks on social media at events, seminars and conferences around the world. His topic generally focuses on corporate use of social media, becoming an online spokesperson, and specifically on the progress that Ford has made in the recent past. If you're interested in booking Scott to speak at your event, please click here to submit a speaking request for Ford-related purposes or email me at speaking [AT] this site's URL (if you know what I mean) to send a general email request.. Scott's bio and headshot can be found in the "About Scott" tab above.
I'm Scott. I'm the global head of social media for Ford Motor Company. This is my personal blog, where I share my perspectives on business, technology, communications, marketing and the vast changes in the industry that impact leadership. This blog contains my personal views. My bio is available here and my headshots can be found here.