“Brands don’t have target markets, but target moments,” said Lisa Wang, of Twitter’s Sales Operations in Singapore. It seems to fly in the face of traditional marketing and PR, but it makes total sense. Communication, at lightning-fast social speed, has changed drastically in a handful of years. Make that the past few months.
Lisa spoke as a keynote speaker the final day of the CCI Conference on Corporate Communication last month. As I listened to her talk, “The Power of #Moments: Redefining Marketing in the Age of Real-Time,” I couldn’t take notes fast enough.
Sense of Universal Connectivity
We live in a big world, but all ultimately want the same three things in life. What are they? Find out in this captivating video Lisa shared – see if you can watch without getting the chills. It gets me every time:
See what I mean? On our universal wish list, we all want to 1) feel connected 2) feel relevant, and 3) be an active participant. Social media grants us the ability to do all three, and isn’t it amazing how the whole globe feels within reach as we scroll through to see what others are up to? Each social network has it’s own twist on how to engage users, but Twitter’s ability to hold live, public conversations makes it a unique place for clever companies. Those who think quick and make the most of those “target moments” when they know users are watching will be rewarded.
“Digital Campfires,” #Gather Round
Within the Twitter organization, they refer to hashtags as “digital campfires” because they gather folks with similar interests around a certain topic. As you know, there are hashtags for almost anything. (Surprised to see the non-word redline under “hashtag” as I type this. Guess it’s not in the dictionary yet?) Lisa shared a number of clever company examples, like Arby’s calling for Pharrell Williams to give back their hat during the Grammy’s, and Kit Kat posting a tic-tac-toe game for Oreo to compete for the heart of #chocolate fan. With a little creativity, companies can hone in on the right times (target moments) to tell their story.
I’ll be sharing more on social media in the coming posts. In the meantime, give Lisa Wang a follow on Twitter at @ldubs.
Image is a screen shot from the video “The Most Astonishing Fact.”
Now this PR gal knows how it feels to be the subject, rather than the writer, of a press release. With a background in public relations, I’m all too familiar with press releases. I find it incredibly rewarding to find stories worth sharing and putting others in the spotlight. (Thus, Saturday Spotlights.) Well…
I’ve had a taste of prime time myself this week!
When WSU University Communication’s intern, Marcus, interviewed me about my international award and gratitude research, I recalled I had his exact job (except at BYU) six years ago. As a Features Writer Intern, it was my job to track down newsworthy research findings in two colleges. Fast forward to now, and I’m answering instead of asking. Quite surreal.
Since Weber State University’s release Tuesday, it’s been a flurry of sharing my research on gratitude. Wednesday brought a newspaper article with a shout out on the front page, Thursday a prime time TV interview, and countless congratulations in between. What a rush. I never could have guessed my little abstract, submitted last fall without expectation of acceptance, would garner such attention. I’ve thought a lot about the quote that serves as Jabari Parker’s Twitter bio:
“You can’t let praise or criticism get to you. It’s a weakness to get caught up in either one.” (John Wooden)
I don’t expect to have every future endeavor fall into place as this one did. Hard work rarely results in such visible results. But I will continue to share stories worth telling, and pursuing my passions. As the Weber State press release quoted me, “I am coming away feeling empowered to continue to surprise myself. I want to be a contributor, whether that is in a professional or an academic sphere.” I don’t know where exactly my interests in research, communication, and gratitude will take me. But this writer sure hopes there’s a book (or three!) along the way.
I can’t end without saying thanks. I feel a swell of gratitude for this experience. Thank you to Weber State University, the MPC program, CCI, and MarketStar. Thank you to the Standard Examiner and KSL 5 for sharing that gratitude DOES matter in the workplace. Thank you to my Ryan, who literally goes around the world and back to support my dreams.
And thank you, reader friend, for joining the journey. Your support means a whole lot to me.
CHECK IT OUT
WSU Student Recieves International Award for Thesis on Gratitude in the Workplace (Weber State press release)
WSU Study: Gratitude Rates High in the Workplace (Standard Examiner article)
WSU graduate receives international award for master’s thesis (WSU Signpost article)
Crystalee Beck Receives Best Theoretical Paper Award (CCI press release)
Sometimes when you shoot for the moon, be ready surprise yourself.
Turns out writing can take you places – literally – and here’s my recap. It’s been a month since I returned from attending the CCI Conference on Corporate Communication 2014 at the Hong Kong Polytechnic University where I presented findings of my master’s thesis. Thank goodness for pictures and press releases, or I might think it was merely a dream.
Putting the “International” into CCI
My first time to such a conference, where 25 nations were represented by scholars and professionals, I loved saying “the United States” when asked where I was from. I met friends from Italy, Norway, Denmark, Sweden, England, Australia, Canada, China, Malaysia, Netherlands, and many U.S. states. We all spoke English. Imagine the variety of accents! I didn’t realize it would be such an academic crowd; the majority of those who attended hold a Ph.D. and teach at universities. A fascinating group, they truly understand communication – our meals together were noisy with buzzing conversations of common interest.
My Turn to Present
During that four-day conference, I soaked up as much as a jet-lagged body could from others who are also passionate about communication. By the time it was my turn to present on the third day, a pit of nervousness welled up. I’d seen so many impressive presentations from these intellectuals, many of whom had decades of experience on me. Yet, when I stood up and looked out at the crowd, including my good husband who took a trip around the world to be my support crew, I felt at ease. I was among friends. I did my best to represent my university and company, sharing key findings of my research on managerial gratitude.
That night at the Awards Dinner, I had one of the biggest surprises of my life when MY paper was named “Best Theoretical Paper” of the conference. I’m still stunned, and have replayed those couple of minutes many times in my mind. The standing ovation. The applause of new friends. The heavy glass award. I held back the surprised tears, barely. Thank you to the CCI Conference Judging Committee for selecting my paper. It made all my hundreds of hours in the university library definitely worth it. And shout out to Christina Genest, CCI Associate Director and Michael B. Goodman, Ph.D., CCI Director, who made everyone in attendance feel like family.
Want to know more about Corporate Communication International? I know I’m a huge fan. Check out the CCI site, here.