@Miikinc does #Movember – Chic

Don’t ask me what I’m doing? I’m just posing! I’m not a model. I think I disclosed that in the beginning right? I’m showing off the clothing people… that’s it!

I would totally buy this but I think I would be cut off that this point so I refrained. This is great casually but also for a holiday party.

  • Patty Casual Pant in black. Details here.
  • Madeline Asymmetrical Top in Red. Details here.

About Miik [pronounced: mick/mik]
Miik designs simple yet striking clothing for active women who don’t want to sacrifice comfort to look great. Using sustainably sourced fabrics like bamboo, Miik creates pieces that feel unbelievably soft against your skin and are flattering on so many body types. Once you try on Miik you’ll never want to wear anything else!

Miik is designed, milled and sewn in the Toronto area. Visit www.miik.ca for a complete list of retailers or to shop online.

Visit Miik for a complete list of retailers or to shop online.

@Miikinc does #Movember – fun and serious

I feel like General Custer in this pose. I’m starting to think I could do this for a living… maybe not. Yeah, you think so? Nah!

So back to the clothes. I wore this Emily jacket in the very first post. It looks formal but it can also be worn casually. And the back drapes nicely over your backside for nice “emphasis”.

Here’s the information:

Emily Soft Blazer in black. Details here.
Sandy Tunic Tank in Teal. Details here.
Lisa Leggings in black. Details here.

  • So, don’t forget to donate to #Movember: There’s not much time left in November so please give if you haven’t already! http://mosista.co/hessiejones
  • Go to Miik, buy some amazing clothing. And 10% of online sales this month go to Movember!

About Miik [pronounced: mick/mik]
Miik designs simple yet striking clothing for active women who don’t want to sacrifice comfort to look great. Using sustainably sourced fabrics like bamboo, Miik creates pieces that feel unbelievably soft against your skin and are flattering on so many body types. Once you try on Miik you’ll never want to wear anything else!

Miik is designed, milled and sewn in the Toronto area. Visit www.miik.ca for a complete list of retailers or to shop online.

Visit Miik for a complete list of retailers or to shop online.

Michael Geist @mgeist and the Turning Tide of Legal Implications of Social #cdniabc12

This is one session I don’t want to miss at International Association of Business Communicator’s (IABC) Summit 2012, Trends 2012.

In the last year events have transpired that have huge implications on how social media will impact the way information is curated and shared: Pinterest and the IP issues; the ongoing debate on Bill C32.

Michael Geist has spoken at length about intellectual property (IP) and the “fair use” of copyright.

The fact that Pinterest was called out as a platform that infringes on copyright has tremendous effect on how all other platforms deal with consumer use of images/property for which they have no real legal ownership.

This speaks to the heart of Digital Rights Management, which is defined by Wikipedia as”a class of access control technologies that are used by hardware manufacturers, publishers, copyright holders and individuals with the intent to limit the use of digital content and devices after sale.”

Imagine what this would do to user-generated content. Remember, according to Forrester’s Social Media Ladder that the number of “creators” in Social Media make up approximately 13% of the total who are part of social networks. Mind you that was at least 5 years ago. Now that penetration is growing… and growing rapidly.

The infographic below provides a view of the value of content marketing. Here are some critical numbers:

  • 90% of B2B marketers use some form of content marketing
  • 60% pf B2B marketers plan to spend more $$ on content marketing
  • content primarily used in article posting (79%), social networks (74%) and blogs (65%)
  • the investment that companies are investing in unique “owned” content is significant at 25%

The value of that content to the customer/prospect is demonstrated in the amount of shares, republishing, or any ‘derivative” form of the original content use. Imagine what would happen if doing any of this “behaviour” constitutes a possible “criminalization” of individuals. The limits and standards are still being worked out and I may be taking this to the extreme, but I need to see that scenario in order to clarify what may manifest at that “extreme”.

The larger picture is how it would impact the Internet as a whole. The collapse of networks who rely on the sharing of information will result…. not at first, but it will put a strain on the online population as they come to think twice about choosing to or “how” they share the content.

What is the point of brand investment in content if they were unable to really determine its value? We are all held shackled to a set of rules that government creates to protect the rights of the content owner, but in the end, wind up punishing those very same owners as a result. How ironic!

Where social media seeks to democratize information and allow the masses to have a say, the impending laws, Bill C32, may turn the tables and bring back control to the corporation. And that would have severe consequences on networks, information and the internet as a whole.

The Hope for the Internet

I went to Michael Geist’s site and saw some glimmers of hope:

He states that the Copyright Modernization Act combined with  the Reduce U.S. Pressure Copyright Act combined will seek a compromise on a few issues:

  • on fair dealing, it adds education, parody, and satire as categories.
  • on education, it creates several limited new exceptions, that arguably are too limited, but still mark an improvement over the current act.
  • on consumer rights, it creates important new exceptions for time shifting, format shifting, and backup copies. Those exceptions are undermined, however, by the digital lock rules.
  • on creativity, it establishes the new remix provision that protects individuals who create their own non-commercial mashups

If you have a chance to go to International Association of Business Communicator’s (IABC) Summit 2012, I urge you to also check out the following sessions:

  • The Power of Internal Branding: The Communicator’s Secret Weapon – Day 2 with David Grossman
  • Content in Context and the Content Marketing Revolution – Day 2 with Jonathan Harris
  • Privacy and Communications in Changing Times – Day 2 with Jennifer Stoddard, Privacy Commissioner
  • Communicating During Times of Crisis – Day 3 with Anick Losier

[Image Credit: Bigstock.com]

I’m just getting started….

The last 4 months have been a whirlwind and I’ve come to reflect on where I’ve been and where I am today.

I have been tapping into social media since my Yahoo! days and I’ve come to really love the medium. It goes against the grain of me as a traditional marketer, whose thinking has really been about creating excitement for products that people may not really care about initially, enticing a not-yet-established motivation to want the thing I was selling and provoke action.

I worked in credit card marketing for 6 years (sigh!) not fully believing that people really wanted credit cards, let alone debt. But as a marketer, I sold the notion of  access to ‘dreams’ if people had the vehicle necessary to get that access. As an advertising executive, I created amazing campaigns for products and services pushing messaging to audiences, at times, who clearly weren’t interested. The ones who were, were not deemed ‘ideal’ so I backed off from these seemingly low hanging fruits.

As I look back at these events, I realized the huge thing that was lacking: consumer validation… not sales, not response rates. In banking, a 2% response rate on a $4MM campaign was considered successful. That’s because that 2% audience could be upsold, cross-sold, and generate enough revenue over their lifetime to justify the initial acquisition cost.  But were the customers ever satisfied? Were they ever really happy? I never really knew because my access to the customer was nonexistent. I usually received a report from operations telling me how many people signed up for a credit card. Yay! But really?

As social media started emerging as a strong vehicle about 5 years ago, I paid close attention to its lure. Here, these networks existed without the interruption of annoying advertising. Ironic, cause I was typically the source of that annoying advertising. Slowly but surely, I also was lured to a space where people could speak as people, uninterrupted. I spoke to esteemed bloggers and social media strategists like Alejandro Reyes and Joselin Mane, who taught me the importance of active listening, transforming the marketing mindset, and leveraging relationships with the customer to truly succeed.  Even in MySpace days I talked with people who were just struggling to succeed. I knew a few band members who would develop new tracks every week so they could showcase it to their networks! And they received accolades and validation–albeit from a tiny universe who admired and appreciated their efforts.

That’s when I become a purist–not overnight but soon after. I became the anti-marketer, espousing authenticity, transparency, relationship-building.  I would talk to anyone who would listen, as if it was an epiphany moment! And it was! When I started blogging 4 years ago it was merely an outlet for me to verbalize where this all would lead: social, emerging technology and why it would change the way companies operate. Along the way, it also provided others, who stumbled upon my posts, an opportunity to learn. That was pretty cool… and that’s what kept me going.

I worked at start-ups, which help me delve deeper into social and the more I learned the more I became enamoured with the business possibilities for social.  I then moved to agency and ironically it was more difficult to sell the notion of social media (despite its increasing pervasiveness) to businesses beyond Facebook and Twitter. Businesses still wanted to control the message and chose to ignore the less-than-palatable public opinion. Embracing social means being able to take the good with the bad and it’s gonna take time before this happens especially in Canada.

So today I am at an amazing company that is in sync with where this world is going… where I believe it can leverage the social web’s strength. Jugnoo.com is doing some amazing things. I’m happy to be part of it. I’m working with some really amazing people. It’s a stacked team headed by a real visionary.

Stay tuned……we are just getting started!

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