Why social media matters for PR and marketing (hint – it’s all about the brand)

I spoke to a group of financial services communications professionals yesterday. It was a small, private event, with an impressively unique agenda. It isn’t every day that I present directly after Ari Fleischer and the Secret Service.

Given the current economic environment, and, specifically, the financial crisis that this crowd is steeped in daily, I wanted to make sure whatever I said passed the “Why does this matter to me?” test. Here is my take on that issue.

When companies are under incredible duress, the first priority rightly becomes fixing the fundamental problems with their business. Experimenting with social media isn’t the top of their agendas. Social media doesn’t replace simply doing business well. I agree with this approach.

In light of the huge issues these companies face, does that mean social media doesn’t matter at all? No. And here’s why: the brand. Nothing gets the attention of communications and marketing people more than talking about brand reputation or brand management. So how does social media influence the brand?

Take a look at this chart from an IBM study done earlier this year:
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Note where the traditional levers used by PR and marketing are in the hierarchy of what really shapes people’s perception of a brand. Near the bottom. What’s at the top? People’s interactions with employees of a company. The opinions of analysts and third parties. The personal opinions of family and friends.

So why does social media matter? Because it’s the way we in communications can move up the value ladder illustrated in that chart. We can start to participate in the conversations that really shape people’s perception of a brand much more effectively than our traditional vehicles.


The Future of Baseball…

Remember that baseball video podcast I mentioned a few weeks ago?

Well, here it is. If I could figure out a way to embed the video into this post, I would. Unfortunately, I didn’t, so so you’ll have to visit the page to watch. I think it’s worthwhile.

Nice job by Tim Washer on this one. Folks can see all the other episodes in the “Future of…” podcasts series here on ibm.com.


Quick notes – great food in San Francisco

When I’m done with this trip, I’ll write up all of my notes on my food exploration. But in the meantime, I’ve started a quick thread on Chowhound on some of the food I sampled in the Mission District.

But as a preview, here’s where I’ve been eating thus far:

Katana-Ya – 436 Geary (Sushi and noodles)
Baudin Bakery – O’Farrell St. (bread and breakfast)
Crepes O Chocolat – O’Farrell St. (breakfast crepes)
Colibi – 438 Geary (Contemporary Mexican)
Dotties Diner – James St. (American diner)
Antojitos Aminta – 2590 Mission (Salvadoran)
La Piñata Tortas y Jugos – Mission St (Mexican)
Yucatasia – 2164 Mission (Mexican/Mayan)
Tanpopo – 1740 Buchanen (Japanese noodles)
Yank Sing – 101 Spear (Dim Sum)

And I’ve still got a day left. So, until the excursions are over, this will have to wait.


Burgers at Pony Express in Pleasantville, NY

After a failed attempt to scout out a new empanada place in Briarcliff Manor, we set our sights on Pony Express in Pleasantville. The restaurant is a tiny burger joint run by the chef of Iron Horse Grill. Having come as a recommendation from George, by no means a carnivore, I figured it would be a good bet.

Their specialty is the slider – small snack sized burgers. And while those looked tasty (they come two to an order), I set my sights on the larger 6 oz burger. After all, there’s nothing worse than leaving a burger joint hungry. So, I ordered the El Charro burger, a big burger with onions, pickles, tomato and lettuce topped with jalapeño pepper cheese and chipotle sauce. I must confess, was an excellent burger. The beef was appropriately beefy, but not overly salted to compensate for inferior meat. The brioche bun was absolutely perfect and the accompaniments did their job to accent the burger without taking away from the main star.

My only disappointment was that the burger, ordered medium, was cooked to well done without a hint of pink. Now, generally, that’s an unforgivable sin for a good burger joint. Luckily, their good quality beef saved them preserving the burger’s flavor and juiciness. But next time I go, I will expect a medium burger to be just that.

I wouldn’t consider this a destination burger, but if you are nearby, it’s well worth the visit.


In search of banh mi greatness in NYC

Ever since I spent considerable time in the heavily Vietnamese sections of Sydney, Australia, I’ve been infatuated with the natural fusion of French-Vietnamese food. As missionaries, in the morning we’d head out of the flat and the first thing we’d do is find a Vietnamese bakery for the best croissants or ham and cheese croissants in the city. They were amazing.

For some reason, however, I don’t remember eating many banh mi sandwiches, which are, in my estimation, the pinnacle of all east-west fusion foods: a warm, crusty baguette filled with fresh vegetables – usually pickled daikon, julienned carrots, cucumber, onion and cilantro – and a number of possible choices for meat – from vietnamese meatballs or roast pork to pate or fish balls. At worst, the sandwiches are a great break from the standard lunch fare. At best, they are one of the most satisfying foods on earth. All hyperbole intended.

It wasn’t until I moved to New York City that I really got sucked into the world of the banh mi sandwich.

Over the years, I’ve been trying to find the best banh mi in the city. After many a lunch in Chinatown scouting lots of possibilities, here are my top three:

  1. A Chau Deli
    82 Mulberry St,
    New York, NY
    (212) 766-3332


    I stumbled on A Chau more than two years ago. It’s on the edge of Chinatown on Mulberry street a little south of Canal. It’s a tiny shop that sells little more than six different varieties of bahn mi sandwiches. Great crusty bread, spicy sliced jalapeños and a perfect salty-sweet sauce makes these my favorites. Banh mi sandwiches run around $4, depending on the choice of meat.

  2. Saigon Banh Mi Sandwich
    369 Broome St.
    New York, NY
    (212) 219-8341


    Frankly, I really don’t know the proper name of this place. It’s either Saigon Sandwich, Banh Mi, or, as Google Maps calls it, Banh Mi So #1. Whatever the case, this is another great banh mi deli-style restaurant in the north section of Little Italy, just shy of SoHo. Like A Chau, there are no tables. The banh mi sandwiches there are excellent. I think the bread at A Chau is slightly better, but the sandwiches here are excellent, as long as you get them fresh. They premake a lot of them, so try to get ones freshly made. Banh mi sandwiches run around $4.
  3. Bao’s Noodles
    391 2nd Ave.
    New York, NY
    (212) 725-7770

    Bao’s is a restaurant of a different ilk than the others. First, it’s in Murray Hill, near the corner of 23rd and 2st. Second, it’s a proper restaurant, serving Banh Mi, Pho and other Vietnamese fare. And third, it’s clearly aware of it’s non-Chinatown surroundings, offering a more typical midscale Manhattan restaurant feel, while serving good Vietnamese mildly tailored for an American palate. The banh mi sandwiches are very good, though not quite as authentic. Nevertheless, the sandwiches are still excellent. My favorite, the grilled chicken banh mi (marinated, grilled chicken thighs), runs around $6.95. And while I’d prefer the option of having daikon and jalapeños on the sandwich, the fact that it’s close to work and would be perfectly suitable for any non adventurous eater too, it scores highly.

So, those are my top three. What are yours?


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