At Zócalo Group, we work diligently to create sustainable word-of-mouth for our clients through online and offline activities. Engaging social media tactics are a key part of our successful strategy, but we know there are a lot of other brands and people effectively using these as well. So, we're launching the Zócalade Awards - a weekly "tip of our hat" to great work by individuals or businesses using blogs, Facebook, Twitter or other tools to creatively interact with others.

This week, we're starting broad and want to recognize the combined social media efforts of Odwalla, the maker of fresh fruit drinks.The brand launched a website for people to plant a tree in state parks across the county - for free. Those who visit the site can choose a state to plant it in and with a click of the mouse, Odwalla will plant a tree in that area.

To support the effort, they are using their Facebook page to encourage discussion and Twitter to spread the word and interact with people who have planted a tree.

The conversations are bubbling about the brand's noble efforts, including tweets such as:

• myhomebodies: RT @odwalla Almost 5000 trees "planted" in two days! Plant your tree with a couple mouse clicks at www.parkvisitor.com/odwalla
• Roanoke_Outside: w/1 click, Odwalla will plant a tree in a state park -http://www.parkvisitor.com/odwalla/">http://ow.ly/9QoY - only in CA, CO, FL, MI, MD, NY, OH, PA, TX, UT, & VA
• caseyhopkins: Plant a tree in YOUR state's national park or one nearby with the click of a mouse! http://www.parkvisitor.com/odwalla
• greentelegram: greentelegram.com Renewable Energy Turns Me On: Plant a tree with Odwalla! http://bit.ly/upNQQ
• RachelKatz: Just click to plant a tree. Seriously. http://www.parkvisitor.com/odwalla/

Way to go Odwalla for creating buzz about trees with social media!

We look forward to celebrating more brands, blogs and inidividuals in the weeks ahead. Please share your favorites, and we'll be sure to check them out for future posts!

 
 


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Sharing a conversation with someone has never been more challenged or critiqued than it is today. As a result of social networking sites and digital media sprouting up faster than we can understand the influence and impact they have, it is worth taking a moment to discuss online conversations as a whole. The below exchange is paraphrased from a recent Chicago Net Tuesday meeting I attended.


PERSON ONE: I'm wondering what social media tool is best for my agency to invest in.
PERSON TWO: People talk across various channels; you can't just select one.
PERSON THREE: You can also aggregate.
PERSON ONE: No, I'm looking for one single social media tool.
ME: Nobody uses one single tool. Think about it this way.
Most people have a set of work clothes, a set of casual wear, and a set of clothes to hang around in. Nobody has only one set of clothes.
PERSON ONE: But there are some people who are so poor they can only afford one set of clothes.


At that point, the conversation moved on, but it provided a very useful insight into social media. It is easy to focus solely on one social media tool, thinking that it's the be-all and end-all of driving conversations. We all do it - we get enamored of our favorite sites and think that only one tool is the simplest, yet easiest way to build word of mouth.

It can be, but what is easily forgotten is that social media is only as good as its conversations. Social media tools are just that - tools that can reach specific audiences. The art in driving recommendations is being able to use social networks and other social media tools to creatively engage and drive conversation. They become the platform behind the discussion rather than the discussion itself.

Exploring this topic forces us to consider a few other important questions. 

If we're using social media, are we listening? Before we can talk, we have to listen and hear what's going on. Knowing who our audience is helps us select our tool, and allows us to better target the conversations that can drive business.

Are we telling a really good story? People don't relate to pre-written ad copy; they relate to stories, to direct experiences, to other human beings. Nobody speaks in approved language - social media allows us to take the temperature of our audience and adapt to their tone.

Are we providing something of value? Maybe it's referral to other resources, or maybe it's just helping clarify a problem, but social media is not simply a passive medium. It means that there' s a sense of reciprocity of relationships.

Social media tools are a relatively low-cost way of driving conversations, but it's not about finding the magic channel. It's about using a variety of channels to reach the widest audience, and putting your best, authentic self forward.

Or to extend the metaphor I shared at my recent Chicago Net Tuesday meeting, it's not about how deep your closet is - it's about how well you can accessorize.

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 An integration of traditional relationship building and word of mouth marketing

Google. Its massive search engine capabilities and plethora of applications have helped to make consumers' lives more organized and efficient while enhancing how people connect to information. With this intent, the powerhouse has also become adept at connecting people, whether through offering directions by way of GoogleMaps, sharing photos through Picasa, or encouraging user generated content through eBlogger. 

To capture all of this activity and the many ways that users reach out to friends on the web, Google has also recently promoted its Google Profile pages through the printing of personalized business cards.

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A sensitive issue surrounding many blogs centers around the writer's intent and sincerity of the opinions they share. In many cases, bloggers are paid by brands to promote an endless stream of product and service offerings. The information is informative as well as persuasive and acts as a strong determinant in a consumer's point of purchase; however, the words could err on the side of deception as they may not be the honest viewpoint of the author. Whether this technique of marketing is right or wrong is still up to debate. With Google search pages covered in paid blogging sites, it seems that this trend is here to stay.

What do you think? Is this technique appropriate or sustainable for the long-term integrity of leading brands? What affect does paid blogging have on key brand influencers and word of mouth marketing?

We live in a world where information surrounds us from hundreds of different angles, sources and with many different intentions. The responsibility of every individual is to examine this steady stream of facts, figures and opinions with a critical eye and to make judgments on its authenticity and value to everyday life.

Read more on the topic from Zócalo Group's CEO, Paul M. Rand and Com Marketing President, Sharon Swendner. Which side of the argument do you fall under?

Gloves off: Is paid blogging ethically sound?


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This past Tuesday night, Zócalo Group was honored at the 2009 North American SABRE Awards in New York City as a leading specialist agency, garnering the title of 'New Media Agency of the Year.' As a leader in the space of word of mouth and social media marketing, we're proud to share this announcement as it directly correlates to the success and great work of the many teams who help drive sustainable word of mouth and brand recommendations for our clients - both online and offline.

"Agency of the Year" Awards are determined by The Holmes Report, a leading marketing industry publication which recognizes top corporate public relations departments and agencies and their superior achievement in branding and reputation. This year, ten firms were acknowledged for their specialties in new media, creativity, public affairs, technology, strategy, consumer branding, crisis, finance, healthcare, and multi-specialist capabilities.

The good news doesn't stop there.  Zócalo Group's B2B word of mouth and social media marketing team also accepted a Business Marketing Association Tower Award last night here in Chicago. Acknowledging excellence in business-to-business marketing communications, the award recognizes the social media campaign conducted on behalf of Schawk.



Congratulations to our teams and the utmost thanks to our clients for giving us the opportunity to work on such critical and innovative word of mouth and social media campaigns.


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