Video of the Week: One man's pet is another man's predator

I hope Chito has his affairs in order. My money says Poncho's really looking forward to a special Christmas lunch this year.

Forget Madonna. Forget Gaga. If you want music branding genius, look no further than Bluegrass

Image: pho-Tony

I am currently reading How to Make Gravy, memoir of Aussie music poet (he’s not a fan of the bastardisation of the world ‘icon’), Paul Kelly. For anyone with unabashed, tween-like infatuation of lyrics like me, this book is something to be slowly savoured. Suffice to say I’m loving it so much it’s made it to my list of Ideal Dinner Guests – Alive, Dead (or Inanimate and Readable).

During his description of his foray into bluegrass, Kelly introduces us to the origin of the genre that was the out-of-wedlock progeny of folk and country music. Bluegrass came wailing into the world in the 1940s into the hands of Bill Monroe and His Blue Grass Boys.

That's right: a whole genre named after one band.

Bill and his pose are the Hoover, Google, Xerox and Kleenex of a particular style of music; a proper noun that became so common it could also conceivably – in slang - become a verb (to bluegrass?) and a geographic reference (the bluegrass region).

Part of the genius was Bill’s popularity began when he innovated a product with an already established audience of consumers of folk and country music and re-invented it so beautifully that it sparked its own wave of devotees (Apple anyone?)

Bluegrass began with a banjo, an instrument that became synonymous with white, hillbilly country music but ironically originated in Africa. Combined with super-speedy banjo, some strutting mandolin and some smoking fiddle, these guys had listeners audibly gasping at this new style of old music.

The thing was, Bill Monroe played his music his way, yet did what he had to make it marketable (read: relatable and lovable) to his target audience:

Something was going on, all right. But canny Bill never forgot he was making music for farmers. Despite having left home (as all heroes must), he named his band after the native blue grass of his home state, Kentucky. None of his classic 1946 band came from there and he’d left for lack of opportunities, making his living in neighbouring states, but Kentucky became Bills idealised motherland, the pure wellspring. He crafted a myth of continuity, of the old mountain home, speaking of ‘ancient tones’ and presenting his music not as radical innovation but as a return to the source.

Kelly, Paul (2010). How to make gravy, Penguin Group (Australia)

Now that.

Is how to make Branding.

Case Study: Art of Life Photography

When Nilofar (Nils) Walters first contacted me she had recently given birth to her third child and had decided that life wasn’t jam-packed with hectic goodness already so she might as well just go ahead and revamp and rebrand her successful photography business.

Ironically, ‘copywriting’ is a term that confuses some people. You would think that communicating its meaning would come with the job description but, like public relations, copywriting tries to make itself fancy with an official sounding title that really just muddies its meaning. In fact, copywriting is really just a grown up term for writing words and being given paid, direction as to what those words should achieve. One of my clients for whom I write a lot of corporate magazines regularly requests that I “fluff and finesse” articles (which is handy because I got a high distinction at Uni in Fluff and Finesse 201).

In her initial contact, Nils Walters from Perth-based, Art of Life Photography briefed me that she wanted help with the “wording aspects” of her website. Lucky again because wordy aspects are totally my thing too.

Despite her very full plate, Nils was a calm – almost serene – joy to work with. She gave me some examples of websites and photographers that inspired her and then we spent some time chatting about her and why she does what she does and what her clients get out of it. The rest of the process was a smooth flowing collaboration and it felt like her website wrote itself. Even across the telephone and internet lines, it was obvious to me how Nils goes about making beautiful creations borne from her easy way with people and working with them to get the best results.

You can see for yourself at Art of Life Photography: 

A Guide to Facebooking for Business

Even if you are living under a rock, you are aware of Facebook - or at the very least, its premise. It's mobile now you know. If your rock doesn't have coverage scamper out for a bit and go here immediately. I think at last tally Facebook boasted 750 million active users worldwide and boasts further mind-blowing stats here.


Suffice to say, Facebook is a terrific and easy way to reach people. Especially if you're in business. 

If you’re anything like me, you like to keep a modesty sock between your personal and your business life. What works for everyone is different. For me, I like to have a personal account where my Friends constitute people I have actually, physically met and consider actual, old fashion,'you have something stuck in your teeth' comrades (I know, how very old world of me).

For business, I have a page. Facebook explains pages:

Pages are for organizations, businesses, celebrities, and bands to broadcast great information in an official, public manner to people who choose to connect with them. Similar to profiles, Pages can be enhanced with applications that help the entity communicate and engage with their audiences, and capture new audiences virally through friend recommendations, News Feed stories, Facebook events, and beyond. 

When it comes to business use of Facebook, frankly, I don’t think there are many organisations out there that are using Facebook to its fullest potential. I’ve noticed content improving every week but at this stage I believe that most of us are still just feeling our way and the winning formula is yet to be discovered. However, with so many innovative thinkers out there and so many great ideas floating around we’re getting there.

My favourite Facebook pages are those that have struck a balance between self promotional and infotainment. In short, the Facebook page posts I look out for and religiously read demonstrate an understanding of their target market(s) and are hell bent on keeping them interested. A few that spring to mind:

• Triple J
• Tiffany & Co.
• Nike
• aussieBum (disclaimer: I have a vested interest but I stand behind my admiration)
• Sydney Writers' Centre

With these in mind, to follow is a list of the different ways you can approach your business’s Facebook page so that you leave enough of an imprint to build and keep an audience.

PR Clippings Clickings

“We were on TV/radio/in this magazine ... here’s a link to some audio/video/ image/text / website.” This type of post is essentially PR-ing your PR – or getting more bang for your PR buck. Get that extra mileage out of your media coverage. After all, there’s no point winking in the dark.

Link References

Provide interesting link-worthy online references that are either entertaining or educational. Memo to self: make sure link contents are consistent with your image and brand. If you don’t want to be associated with kooky or slightly crass You Tube videos, don’t post them (even if they are hilarious. Like the one with the double rainbow. (No, I’m still not sick of it).

Inspirational Quotes

Either your own meanderings or quote someone else who can eloquently express something you would like to say.

Self Promotion

A little FIGJAM never goes astray. It is perfectly acceptable and expectable to plug your own new products, best sellers and success stories so long as these are not your only posts – or even the majority of your posts.

Sales/Discounts/Special Offers

Even better.  Who doesn’t love a bargain? If you’re offering something of worth to your target audience, you’re following the golden rule of social media; offer easily accessed value to people.

Philanthropic

Raise awareness for charitable causes or endeavours you are affiliated with or personally support.

Blog link

Facebook is an excellent way to lure more people to your website – especially if you have something new or controversial to say. Also, don’t forget to cross-pollinate by linking Facebook to Twitter, LinkedIn, Pinterest and anywhere else you have an online presence.

Dear Diary ...

Providing detail after tedious detail about when you’re heading out to grab a soy latte or how messy your desk is can be TMI and off-putting. However, offering little titbits on the type of project you are working is a great way of showing what you can do.

Life Observations

Silly or funny personal observations about recent events, news topics or just life in general – self-deprecation is usually well-received.

Future Plans

Announcements of future plans, new services or events can encourage take-up, sign up and attendance.

Images

Portfolio images or personal photos are another way to stand out in the news feed and another excellent way to show off your good work (and your mug!)

Create Dialogue

Ask questions or run a Facebook poll that inspires ideas, incites debate (monitor these closely) or encourages conversation through comments under your post. Often the simplest questions are the most popular (e.g. how hot is it where you live right now? Where did you go on your last holiday? Vegemite should be stored in .. a) the fridge  b) the pantry?

Shout Outs

Bring attention to your clients or affiliates by posting about their achievements and efforts. This is just another way you can bring extra value to your relationship with them.

Tips

Share your expertise and remind people why you are good at what you do.

The Golden Rules

To get the most out of Facebook for your business, the main things to remember are maintain a link with whatever you post and your brand – keep it consistent and relevant and mix things up. Build yourself a Facebook reputation based on educational, entertaining, beneficial posts that keep people interested and wondering what you’ll have to share next.

What I do

Colourful Words is a copywriting business with a social media service. Each client has individual requirements. Sometimes I provide advice on post ideas and guidelines and the type of social media they should utilise to complement their business objectives. I also write and edit Facebook posts, tweets and blogs (NB: I believe it is more important for a blog to demonstrate the expertise of a business than to be a literary masterpiece ... in fact, I think this would make a great tip to share via my Facebook page ... see).

What are your favourite Facebook pages?

VIDEO OF THE WEEK: Google and Gaga

Lady Gaga does Google Chrome.
Love The Gaga and love it when an advertiser makes it relevant and interesting for their target market. While the ad doesn't really show off exactly all Chrome can do, it gives a sense and with this audience? They'll figure the rest - and more - out for themselves.