By Alaina Sheer,

Thinking outside the box is as easy as changing the way you see the box.

As marketers we tend to view each medium as an isolated channel serving to only communicate with potential consumers within that channel. We talk often of “breaking through the clutter” because consumers are “tuning out” all of our messages and then some of us throw our hands in the air, understandably so, and say, “where do we start?” 

The first place is to start is in your own mind. 

Instead of visualizing Twitter, Facebook, Flickr and YouTube as separate entities think of them as one. All are  intrinsically tied together and becoming more so every day as the users are demanding ways to integrate their content.

If I haven’t lost you… I really hope I haven’t - here’s an example. 

I first learned of Twitter at SXSW Interactive in 2008 when the crowd literally controlled the speaker’s questions by using Twitter to collectively change the dialogue during an interview with Mark Zuckerberg, the CEO of Facebook.

I immediately discounted the silly name and realized that Twitter was definitely something I should join. But I still hesitated.

As much as I wanted to try Twitter, I couldn’t rationalize or justify taking time away from my blog’s active comment section and post writing. I needed to be sold on Twitter.

And then, while surfing other blogs, I saw my first Twitter widget.

They look like this, as seen on Twitip.com, an excellent blog on Twitter by ProBlogger or @problogger if you’re on Twitter.

or can be custom designed to look like this. 

See the little Tweet there? This musician has it feeding into the top of his page. He’s using that prime piece of real estate to update his fans. 

Twitter widgets automatically update just seconds after you update your Twitter account.

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By Alaina Sheer,

Last week we asked you what art director Bill Fioretto brought into work that had crowds gathering around his desk throughout the day.

The answer: Jelly Belly’s Bean Boozled

There are 20 beans in each box. 10 colors and 20 different flavors. 10 of the flavors are awful tasting like skunk spray or ear wax while the other 10 look exactly alike but taste delicious. The visitors to Bill’s desk were reaching down and taking a risk, a huge risk, in choosing from the pairs of identical beans.

The only thing we regret is not taking more pictures.

When we went to buy more of the Jelly Belly Bean Boozled game the store had sold out. Our hats off to Jelly Belly for giving a traditional product an element of interactivity by creating a game. When you engage your consumers at the ground level they’ll be bound to share the fun with others using their own personal communication tools. Take these YouTube videos as an example, there are over 40 of people trying Jelly Belly’s Bean Boozled game. This one is my favorite and it’s had over 6,000 views alone.

In the future we will likely see more and more brands wondering how their product will translate online and socially before it is even created.

By Alaina Sheer,

There’s nothing to spark creativity like a bit of mystery.

Last week Bill Fioritto, one of our senior designers, brought something into the office that left him with crowds of visitors all day.

Can you guess what’s on Bill’s desk?

We’ll tell you next week. Until then check out some of our work (what we do between breaks like these).

[Pictured from left to right: Jared Langston, Senior Designer; Amy Dawson, Senior Vice President, Mike Sanford, Associate Creative Director; Ann Oliver, Account Director; Nathan Shipp,  Graphic Designer]

By Alaina Sheer,

The Art of Conversation 

If you are a brand entering the social media landscape, on any front - whether it be Twitter, Facebook or the Blogosphere - you always run the risk of being tagged as a spammer.  

This is why it’s absolutely necessary to come to the  table with valuable content. See Part II of this series for more on the content, or “party favors”.  But as equally important as quality content is your image and how you choose to communicate your message with your target audience.  

Consider these questions. Do you look cool (in the eyes of your target demo)? Are you speaking their language? When they ask you questions will you be prepared with answers? And do you have a presence where they’re already hanging out?

Here’s how to perfect your conversation skills in the social media space:

1. Invest in your image.

When you walk into a party filled with strangers first impressions mean everything. What you’re wearing will tell them one thousand things and more about your personality and who you are. In the social media space your clothes or outfit consists of your Facebook fan page or group’s feature photo, your Twitter back drop and avatar, and finally your blog’s design. All of these should have an authentic, transparent design. This typically means your logo should take the back seat.

I am far less likely to respond to a Tweet on Twitter from a from a brand with a logo as an avatar than I am to a logo-free avatar. And on Facebook, I am less likely to friend or become a fan to a logo. You may need to design a unique logo used only in the online space. Your logo, created twenty years ago for print, may not translate well online in the social media space. But investing in every detail to ensure that your brand blends with the scenery is a crucial step and should not be overlooked or underinvested in.

2. Drop the fancy talk. 

If your want to make genuine connections with new and potential friends at a party you have to speak their language. Imagine that your brand ambassador, the person you’ve chosen to communicate on your brand’s behalf,  is standing in a room filled with party guests.

As someone approaches him to make conversation he has the same response for every question or a similar response. Maybe he sounds too bubbly, too fake or just “not real”. Immediately word spreads around the party that, “that dude is boring and he’s just trying to sell you something.” He’ll be lucky if anyone comes up to talk to him again or may even get de-friended, or kicked out. 

If he’s cool, calm, responsive and has something significant to contribute to the conversation than fellow party guests will not only continue talking with him but also recommend their friends and family talk with him as well. 

3. Listen and respond.

If you aren’t listening and responding to what your target audience members are saying online than you’re missing the point entirely. This may seem like a given but surprisingly this is where many brands drop the ball.

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By Alaina Sheer,

In a day and age when consumers are equipped with the ability to share their experience with hundreds, if not thousands and thousands of others almost instantly every brand should be focusing on every interaction with every customer.

Take this video, which has been viewed over 250,000 times, as an example.

There are several other videos on YouTube from people lucky enough to find themselves on a flight with this Southwest flight attendant. Each is taken by the passenger, posted on YouTube when they get home or as soon as they land - depending on the technology they own, and then the video’s link (URL) is shared via social networks like Facebook, MySpace or Twitter, e-mail or blogs.

The message from Southwest is clear: here’s proof that we care about your experience on our airline and we have nothing to hide, so please pass it on.

The lesson to brands should be just as clear: improve your product, improve your customer experience and, above all, give your customers something worth talking about - be interesting.

You’ll find that the more unique your customer experience the more people will share your story for you.

By Alaina Sheer,

The McDonald’s Corp. will host the McDonalds All American High School Basketball Games at Value City Arena on March 31, 2010. 

The games, featuring the nation’s top-rated high school basketball players, will raise money for Ronald McDonald House Charities and its local chapters. Fahlgren, as the central Ohio McDonald’s Co-op agency of record, will have a heavy hand in the planning and execution of the event. And we couldn’t be more excited. 

The McDonald’s All American Games are recognized as the premier showcase for the top high school basketball talent in the country. Annually, 24 boys and 24 girls are selected from a pool of more than 2,500 nominees nationwide.

The players will not only become part of the long-standing tradition of the Games, but will also raise money for Ronald McDonald House Charities (RMHC®) of Central Ohio.

“It’s a great honor to be hosting this game in our own backyard,” said Shirley Rogers-Reece vice president and general manager, McDonald’s Ohio Region. “This opportunity is a huge coup for not only McDonald’s in central Ohio, but for the entire community. We can’t wait to show off our great city by hosting the athletes, families and fans here.”

To read the entire press release click here.