As a 20-something, I often feel torn between two generations. I am old enough to remember a day when internet was not a common household commodity, and when we were one of the select “cool” families because in less than 20 minutes, we could dial our way into the World Wide Web. And I greatly appreciate the value of face to face communication and off-screen interaction. However, I am also young enough to acknowledge that my 100+ WPM typing skills are entirely credited to AOL Instant Messaging and MySpace.  I now use Facebook/Twitter/Blogger/Texting religiously and am more often than not content with receiving and sharing all of my daily information and communication in 140-character increments.

Recently, I attended a conference in Phoenix with a group of my colleagues.  As we sat on the hotel patio enjoying our lunch hour, one colleague commented on the copious amount of conference attendees glued to their technological devices.  I began to look around and noticed that our entire table was either staring at a phone, iPad or computer screen, and so was roughly 95% of everyone else at the conference.

After our lunch had concluded, we went back into the main room for the next conference session.  As I looked around, I noticed that even during the speaker’s presentation, a majority of the people in the room were not taking notes, but rather checking emails, shopping online, instant messaging friends or colleagues, or texting.  I had to agree with my colleague’s observation- though there were hundreds of people at this conference, no one was actually there.

Being in the advertising field, I get it.  Work goes on, even when you are not in the office.  I understand the need to check emails and texts and to keep things moving.  That being said, the purpose of my being at this conference was to actually learn something that would help me be more productive and efficient back in the office- so wasn’t I defeating the purpose by keeping to my old ways rather than taking some time to learn new ways? I was surrounded by professionals from a myriad of successful companies- couldn’t I benefit from taking my eyes off of my existing contacts status updates and instead learn about a new individuals life and how they conduct business?

We live in a world that says the busier we are, the more important we are and the more successful we are.  We live in a world that praises 80+hour work weeks and constant connection to iCommunication devices.  But we are missing out on so much valuable information, and life in general, by refusing to be present.   Using myself as an example, I work a standard 8-hour work day.  Let’s say I am at my computer for 7 of those 8 hours (Probably 1 to 2 hours on weekends.) Let’s also suppose that I watch an hour of television in the evening, an hour checking my personal emails, online accounts, social media, etc., and spend about an hour cumulatively texting throughout the day. Supposing I live to be 85, I have approximately 744,600 total hours of life.  This means on average, if my technology usage starts at age 20, I will spend approximately 189,800 hours, or 25% of my lifetime staring at a screen. Supposing I sleep 8 hours a day, I will only be present for 50% of my life.

Does anyone else stop and rethink their life when looking at those numbers?  The average American will spend a quarter of their life in a relationship with an electronic screen. They will miss out on half of their life.

Challenge for the week- Spend the same amount of hours you spend with technology with your family and friends. Take a break to turn off your phone and take a walk through your local park.  Call up an old friend to grab coffee, or have a game night with your family.  Be intentional with your relationships and be intentional about being present, because in the grand scheme of things, 744,600 hours really isn’t that much.

For further reading and information on American time spent on technology, check the following articles:

TIME Techland: Hourly Breakdown of Hours Spent Watching Electronic Devices
http://techland.time.com/2011/11/24/how-many-hours-a-day-would-you-guess-people-watch-electronic-devices/

SixWise: Study conducted by Ball State University’s Center for Media Design (CMD) and Sequent Partners for the Nielsen-funded Council for Research Excellence (CRE)
http://www.sixwise.com/Newsletters/2009/April/22/Americans-Spend-Many-Hours-a-Day-Watching-Screens.htm

TechJournal: Breakdown of Daily Time Spent on Electronic Screens
http://www.techjournal.org/tag/how-much-time-do-people-spend-watching-electronic-screens/

Sarah Matley
Account Coordinator
Mood: Re-prioritized

The concept of curation remains the same whether you’re curating an art gallery or a vintage shop or a website. It’s all about refined editing. Say you own a gallery and a hundred up-and-coming artists bang down your door, asking you to put them in an exhibit. You pick the best twenty, maybe group them into fours or fives, and then put on a season of excellent shows. The same goes for your website and your branding. Think of it as the art director’s approach to quality over quantity.

Look to websites such as Gilt and Jetsetter for inspiration. In my opinion, they are ruling the luxury wholesale market because of their phenomenal curating. Is it a new concept to sell discounted hotel rooms online? Not even. But especially in luxury markets, especially in sale shopping, the cliché holds true: time is money. These are virtual shops which are easy to use, provide the most important details in well-edited copy, and provide a quality, curated selection of choices. Clients return because they trust the product—the product being a pre-determined, refined, high-quality variety of content.

Yes, options are important. But whether we’re talking food, fashion, men, research or information, I’ll take quality over quantity all day long.

Katherine Timm
Director of Sales
Mood: Selective

Be sure to keep an eye out for the latest advertisements marketing the Healthy Works brand on San Diego’s blue and orange trolley lines. These branded trolleys will be running through the end of June and are expected to make more than 8 million impressions over the course of the next few months.

Healthy Works is a component of the County of San Diego’s “Live Well, San Diego! Building Better Health” initiative, a 10-year strategic vision for improving health and wellness and combating the toll of chronic diseases, including obesity. Healthy Works engages San Diego County residents, businesses, and community leaders in systems and environmental approaches such as farmers markets, community gardens, bike-to-school and work programs, school exercise and nutrition programs, as well as changes involving land use and transportation. Healthy Works creates “Paths to Healthy Living.”

You may also recognize Healthy Works’ latest TV spots asking San Diegans to “Imagine” and “Raise Your Voice” for more walking and bike paths, affordable and locally grown produce and a 100% smoke-free San Diego. For more information on the Healthy Works campaign visit www.healthyworks.org.

Sherry LeCocq
Public Relations Manager
Mood: On track

Here are five tips and tricks to date your demographic.

1. Know who you are.  In any relationship, it is crucial to know who you are, so you know what you have to offer the other person.  How can you know if someone is your other half, if you’re not sure what your half looks like? Have a clear brand and mission statement. Confidence is key.

2. Get to know them.  It’s ok to do your research, but try to not freak them out.  Target learned this lesson. You may know details of where they work, what they do on the weekends, and their purchasing history- but keep that to yourself, especially the first few dates/direct mailers.  Stick to asking them questions, and play it cool.  They’ll open up when they’re ready.

3. Play hard to get. Sometimes, it’s all about the challenge- the intrigue.  An example of a brand that does a great job with this tactic is Hollister.  It’s even been rumored that they train their employees to snub you like the cool kids in high school.  While normally, I would never advocate for bad customer service, it works for Hollister.  Brands can play hard to get by releasing only a limited quantity up front, creating a high demand with a limited supply, or they can position themselves as a “best kept secret.”  As in relationships, this tactic doesn’t always guarantee success, but there is something kind of irresistible about the unattainable.

4. Pursue them.  Males are designed to pursue.  They are designed to enjoy the challenge of the hunt.  Women are designed to be pursued.  We want to be sought after, we want you to take an interest, and we want to feel safe. People as a whole are built to love this concept. Show your demographic that you’re not going anywhere.  You’re here for the long haul.  An example of this, is JustFab Shoes.  They enticed me with their flashy web banners and their good looks as they visited my Facebook page.  I ignored their advances for a while, but once I looked and I liked what I saw, they wanted commitment.  They just weren’t content with a one-time fling. They wanted more than that.  A relationship.  A VIP relationship. They understand my fear of commitment, and as such do not require me to purchase shoes every month, but they will still send me thoughtful email messages to let me know that they are thinking about me, and that they will be there when I am ready to make that purchase.  It makes me feel like they really want me. They really want me.

5. Don’t let yourself go. Many relationships struggle with this.  It’s understandable.  You get comfortable with each other.  You’ve bought the flowers, you’ve worn the makeup and heels, and you’ve pulled out all the stops.  Now you’re married.  You may even have kids.  Shouldn’t your personality and essence be enough now?  Yes- but dating is still important.  You may have a very successful brand, and it could be tempting to assume that your consumer is with you forever, so why bother trying?  But everyone likes to be wooed and reminded that they are still your number one.  Send coupons, promotional emails, refresh your advertisements.  Even the most devoted Coke drinker still likes to see the cute polar bears.

Sarah Matley
Account Coordinator
Mood: R.O.I-mantic

Multi-media marketing is big. Second screen marketing is big. But my new crush of the moment (besides David Beckham) is really the perfect union of personal touch and current technology. Under the umbrella of interactive marketing, this up-and-coming trend goes to show that face-to-face communication is making a bit of a comeback, which I find incredibly comforting.

Enter Facebook Deals. A marriage of social networking, incentive-based marketing, and gimmicks. Basically, it’s Facebook’s version of Groupon–but a little bit more personal. The tool is only available to businesses that have physical locations in which you can Check-In. Press the button on your phone or tablet or laptop, physically show the screen to an employee, and then receive a deal. For example, last week I was at my hair salon and saw a little sign on the mirror next to me. “Check-In on Facebook and receive a free deep conditioning treatment TODAY!!” I was lured in, duh. Like I have said before, never underestimate the magic of a good gimmick. So I did my Check-In, I showed it to Andrea, my stylist, and I walked out with luxe locks. No complaints, and a win for both parties–me with my ‘do, the salon with knowledge that all my online friends now knowing where I get this beautiful mane. (If we were Skyping you’d see my exaggerated hair toss right now.)

There are other Apps coming out with similar ideas, but those Apps don’t come in with the built-in structure and networking that Facebook can offer, especially to small local businesses. Moral of the story: If you fit the mold for this kind of business model, I suggest you give it a go.

Katherine Timm
Director of Business Development
Mood: Shiny

The reasons surrounding the split stemmed from the creative advertising Pedigree was using to highlight the plight of homeless dogs in need of adoption. Westminster stated “Our show is a celebration of dogs… When we’re seeing puppies behind bars, it takes away from that.”

This initiated a visceral response from me in full support of Pedigree. As the owner of a rescue mutt, I’m one to err on the side of adopting from shelters rather than supporting breeders; mostly for fear of those less salubrious individuals who are in the business purely for monetary gains. There are some fabulous breeders and Westminster is a perfect showcase for these and their commitment to the canine world. I do recognize that there is demand for purebred dogs but I think it’s remiss to try and ignore the fact that there is also a huge population of homeless animals (a good portion of whom are purebred).

Although I can’t agree with Westminster’s position, given the nature of the event, I can to some extent understand the concern behind the creative but as historic campaigns have proven, the media attention and ratings surrounding the show provide an excellent opportunity for fundraising. Before my blood completely boiled, I happened to hear an interview presenting the fact that the Westminster dog show has donated significant money to the ASPCA. This has in part quelled my anger but above all, I’m disappointed that the two parties couldn’t come to a creative agreement…for the love of dog.

Helen Burdett
General Manager
Mood: Dog-tired

A lawyer and a senior citizen are sitting next to each other on a long flight.  The lawyer is thinking that seniors are so antiquated that he could get one over on them easy.  So, the lawyer asks if the senior would like to play a fun game.  The senior is tired and just wants to take a nap, so he politely declines and tries to catch a few winks.

The lawyer persists, saying that the game is a lot of fun… “I ask you a question, and if you don’t know the answer, you pay me only $5.00.  Then you ask me one, and if I don’t know the answer, I will pay you $500.00,” he says.  This catches the senior’s attention and, to keep the lawyer quiet, he agrees to play the game.

The lawyer asks the first question.  “What’s the distance from the Earth to the Moon?”  The senior doesn’t say a word, but reaches into his pocket, pulls out a five-dollar bill, and hands it to the lawyer.

Now, it’s the senior’s turn.  He asks the lawyer, “What goes up a hill with three legs, and comes down with four?”

The lawyer marshals all the social media technology at his fingertips on his iPhone – wikis, blogs, podcasts and any other references he can find on the Net.  He posts the question and texts to all his friends/network contacts on Twitter, Facebook, and LinkedIn; all to no avail.  After an hour of searching, he finally gives up.  He wakes the senior up and asks, “Well, so what goes up a hill with three legs and comes down with four?”

The senior reaches into his pocket, hands the lawyer $5.00, and goes back to sleep.

The joke itself is universal with the characters being interchangeable with any demographic, but the moral of the story remains constant.  Essentially, to get the desired result, you need to know your audience otherwise it will not matter the amount of resources you pour into your marketing and advertising, your message will be lost.  Not all ads work across the board, rather than rush in to make sure you just have a message, it is wiser to take the time to learn how to appeal to your target and gear your ad content with the appropriate search engine optimization so that when people are looking for the answers, your company and its products are at the top of the list.

For those who want to know the answer to the other question: What goes up a hill with three legs, and comes down with four?  According to Ask.com – it is a three-legged race, with two people’s legs tied together, it goes up a hill with three legs and comes back down with four.

Melanie Simpson
Bookkeeper/Office Manager
Mood: ROTFL

There is an initial 90 day introductory and training period required at our headquarters in San Diego.  After the 90 day period, this person would permanently reside in the San Francisco office.

Responsibilities:

• Work cross-functionally with other key players (e.g., Account Executives, Media Strategists, PR, Business Development, Creative, etc.) to develop strategies and tactics to support client’s priorities in Social Media & SEM.
• Make strategic recommendations regarding Social Media & SEM integration into a full media plan.
• Expert knowledge of new tools, successful campaigns, best practices, price points, and overall innovations in the Social Media & SEM space.
• Manage and communicate successful ROI strategy to clients and internal teams.
• Oversee and manage every aspect of Social Media and SEM campaigns from editorial planning, PPC optimization, competitive research, execution, and reporting.
• Provide assistance and participate with new business materials and pitches including information gathering, presentations and written proposal development.
• Some email management and other digital responsibilities to support the Interactive Department as assigned.
• Bachelor’s degree in a related field
• Minimum 3 years of experience in Social Media
• Minimum 2 years of experience in SEM and PPC
• An understanding of the impact of social media across all digital marketing channels and the ability to discuss the ROI of social media campaigns
• Demonstrated experience building and executing digital/social media campaigns across all major platforms
• Experience managing effective SEM campaigns utilizing Google Adwords (Bing/Yahoo Adcenter a plus)
• Experience with email management systems like icontact and Mailchimp
• Highly organized, detail-oriented and able to manage/execute multiple ongoing projects
• Passion for staying up-to-date with all relevant digital industry developments and best practices
• Solution- oriented problem solving abilities
• Superb verbal, written and presentation skills and ability to communicate effectively with consumers, in-house stakeholders and outside vendors
• Experience working remotely with ranging levels of supervision is a huge plus

Required Skills:

• Bachelor’s degree in a related field
• Minimum 3 years of experience in Social Media
• Minimum 2 years of experience in SEM and PPC
• An understanding of the impact of social media across all digital marketing channels and the ability to discuss the ROI of social media campaigns
• Demonstrated experience building and executing digital/social media campaigns across all major platforms
• Experience managing effective SEM campaigns utilizing Google Adwords (Bing/Yahoo Adcenter a plus)
• Experience with email management systems like icontact and Mailchimp
• Highly organized, detail-oriented and able to manage/execute multiple ongoing projects
• Passion for staying up-to-date with all relevant digital industry developments and best practices
• Solution- oriented problem solving abilities
• Superb verbal, written and presentation skills and ability to communicate effectively with consumers, in-house stakeholders and outside vendors
• Experience working remotely with ranging levels of supervision is a huge plus

Please provide salary requirements. Position may be in San Diego, San Francisco or Sacramento.

For more information about AdEase, you can like and follow our page
Facebook: http://www.facebook.com/AdEaseOnline
Twitter: http://www.twitter.com/adease
www.AdEase.com

Twitter tweets and twinkles in the twilight of its 6^th birthday. The first “tweet” was sent out on March 21, 2006 by Twitter founder and CEO, Jack Dorsey. The tweet simply read, “just setting up my twttr.” That’s right twttr was the name of the platform at the time. However, it soon added in the i and e to form the now recognizable Twitter.

Six years later, the social media platform has over 100 million active users. Twitter has become a unique tool for staying connected with friends and families, celebrities making statements, and advertisers communicating with their target audience.  It is the second most popular social media platform sitting in a distant second behind Facebook.

In my opinion, I am surprised it has lasted this long. When I first heard of Twitter, I thought of it as the equivalent of “status updates” on Facebook, but more restricted. But, sometimes you have to admit that you’re wrong because twitter has proven to be a valuable tool and will likely be around for a long time.

However, in a recent technology conference in Munich, Germany, Dorsey was put under fire regarding Twitter’s business model sustainability. Twitter has yet to develop enormous profits from its current platform and advertising products. Dorsey has reported he believes revenue will continue to grow as user accounts continue to increase and vice versa. Therefore, they have been engaging in a strong effort to develop in the UK and EU. Since then, Twitter has put a team in the UK with lead sales director, Bruce Daisley, from Youtube. Also, Dorsey said they are focused on putting a Twitter team in Germany; a place where Twitter is not currently popular.

I think Twitter will have steady growth in EU, but will never be on the level of Facebook. In regards to advertising opportunities and branding, Twitter cannot compete with Facebook. However, Twitter is a useful tool for brands to communicate with their audiences. The communication can be beneficial in the form of customer service or daily updates. Overall, Twitter must expand its usability and develop new innovative way brands/advertisers can reach their audiences or else we will never here the bird tweet again.

Happy birthday, Twitter!

James Williams
Media Intern
Mood: Tweety

The end of March is upon us. And that means Facebook is switching over to the Timeline format, meaning every Brand Page will be needing some big ole’ updates. If you have switched over already, high five. I applaud you. Rock on. This is still a new format, and like everyone else, I’m still forming my opinion. Here’s what we know so far:

Engagement. Facebook has stated that higher fan engagement is the most important goal of the layout switchover. This is proving to be true. There are more ways to interact with pages now, including a Direct Messaging option (for customer service queries, complaints, etc). This gives fans and users a little more discretion than just writing on the Facebook wall, and the privacy is much better for handling issues—positive or negative.

Personalize, inform, interact. There is only one default landing page in the new format, so that means no more selecting which tab your fans will see first. In my opinion, the Timeline layout is not as “personal-izable” (not sure if that’s actually a word, but let’s go with it) as the previous format. But I suppose the new layout does give you space to put a big, fat, in-your-face-image right at the top. So it goes without saying that you need to utilize this space. Basically: if you’re promoting a new product, a new event, a new service, a new anything… this is where that image goes.

On a brighter note, Timeline allows you to personalize and highlight company information from before your Facebook days. You are able to add big news-worthy events and relevant information dating back to the company’s inception. Coca-Cola put up the original stock certificate from the company’s founding in 1886.

Offers and Deals, et al. Facebook is in the process of rolling out new ways for fans and Pages to interact with each other. Essentially, expect lots of new ways to reach out to users via coupon codes, Check-Ins and Facebook inbox messages. Frankly, these concepts are too new and green to form an opinion about just yet. However, we will see a lot of creative Facebook campaigns coming out in April and I feel that if it works, it’s really gonna work.

Happy Timelining!

Katherine Timm
Director of Business Development
Mood: Springy