Archive for October 6, 2010

Lessons in Social Media: Guitars United

October 6, 2010 / MHB Students / No comments

All companies, no matter how big or small, need to learn the ins and outs of Facebook, Twitter and whatever new sites will dominate the future cyber landscape in order to survive. This is why Juicy Juice has a Facebook page; it’s why “tweeting” is something humans now do perhaps more than birds, and why Shaq is an online hero (sample tweet: “Dam I just saw tom brady…Dat dude is beautiful lol”); and it’s marketers have specialized in examining these social media trends to develop expertise in how their companies can use them to an advantage — because if they don’t, they might end up regretting it.

A perfect example is the infamous United Breaks Guitars video, which J.D. Lasica sums up perfectly over at Social Media Biz:

The [United Breaks Guitars] inci­dent has gone down as per­haps the ulti­mate self-inflicted cus­tomer rela­tions screw-up by a major cor­po­ra­tion in the social media era of empow­ered cus­tomers. The orig­i­nal video has been seen 8.8 mil­lion times since it went live a year ago and is the 12th most-watched video in the his­tory of YouTube…All in all, [it's] great fun — and defin­i­tive proof of how social media has shifted the bal­ance of power toward cus­tomers and away from arro­gant multi­na­tional cor­po­ra­tions.

Here, in all its glory, is the video uploaded to YouTube by Dave Carroll after United Airlines busted his guitar and refusing to comp the cost of a new one.
[youtube=http://www.youtube.com/watch?v=5YGc4zOqozo]

Keep reading for an exclusive interview with Carroll, who’s now flying all over the country to give keynote speeches at major social media conferences. One can be fairly sure he takes American.

» Read more..

Mind Game Music

October 5, 2010 / MHB Students / No comments

Some folks love jingles and others hate them, but one thing is clear: once you hear them, they’re almost impossible to get out of your head. There’s even a cult of jingles on the web, growing faster than you can say “five dollar footlong”: check out Top Ten lists from FOXNews, Quality Logo, and TV Party for some great lists of ad music.

But why do jingles have such control over consumer behavior: is it because they’re incessant, is it because this country loves music, or is it simply because they make products easier to recall? Head over to Syncrat for an article entitled “Psychological Marketing with Music,” which suggests some theories behind the power of the jingle. And, if you can spare a minute, try to say this five times in a row:
[youtube=http://www.youtube.com/watch?v=en4muUSIRT4]

Speaker Series: Rebecca Mikkelsen

October 3, 2010 / MHB Students / No comments

Each Friday, the MHB program hosts an industry pro with insight into career opportunities, marketplace trends and new ideas who engages students for two hours of class time. On September 3, 2010, the speaker series featured Ms. Rebecca Mikkelsen, currently an account executive at Expansion Plus, a leading internet marketing firm based in Pasadena, California.

Ms. Mikkelsen, also a member of the International Association of Business Communicators (IABC), presented an insightful analysis of the changing world of social media, specifically with regards to applying successful marketing strategies online. She emphasized the importance of a multi-faceted approach to social media that relies on consumer engagement to amplify marketing messages. With regards to popular media websites such as Facebook and Twitter, this requires adding a dimension of personality in advertisements that enables the targeted consumer to become an active “fan” and a profitable customer of the brand. Ms. Mikkelson especially noted that rapid-changing social media platforms also require additional considerations for the marketer, specifically involving increased credibility, accountability, and cleverness in an all-access 24/7 online world. Ms. Mikkelson’s experience and insight provided the class with an encompassing examination of the roles of both the marketer and consumer in social media.

Continue reading to access Ms. Mikkelson’s contact information.

» Read more..

Job Listings, Week of 10/03/2010

October 3, 2010 / MHB Students / No comments

Part of the MHB program is an internship, as students choose among the myriad L.A.-based job and internship listings in the following fields: HR, market research, marketing, advertising, PR, social media and management. Here are options from this week:

HR Recruiting Intern (apply here)
Internet Brands, Inc.
“This is a wonderful opportunity for a smart, capable college student who is interested in human resources and recruiting. The internship is part-time, and we prefer candidates who are able work at least 30 hours per week.”

Marketing Intern (apply here)
Warner Bros. Entertainment Group
“We seek a Marketing Intern for the Marketing Department. This position offers a hands-on learning environment, working closely with Sr. Management and assisting the marketing team with varying short and long-term projects throughout the semester. This position will allow students to learn about the sales, creative, media/promotion and affiliate station marketing process of first-run and off-net distribution and programming.”

Strategy Intern (apply here)
Wolff Olins
“Based out of Los Angeles, the intern would support the Principal of Wolff Olins and the strategy team remotely in NYC in developing marketing communication strategies and brand-led innovations; inform and influence the development of clear and effective brand strategies for clients.”

Marketing Intern (apply here)
Reed Business Information
“The successful candidate must have the capability of managing multiple projects at one time, be extremely detail oriented, efficient with their time, a team player, and wants to grow and thrive in a fast-paced environment. The ideal candidate will be available three days a week, approximately 20-30 hours per week.”

 

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