Posts Tagged ‘marketing’

Will Pepsi Increase Sales via Social Media?

spreading the word is a hard thing. How do you start the groundswell that people really believe in your cause and share the message with their contacts? Does it require money and a big advertising campaign and production fee?  It sure does in my experience from working in numerous marketing groups in the valley.  Questions for you reading this blog:

  • How much do you think Pepsi will spend on this year’s social media marketing campaign in comparison to their usual Superbowl campaign?
  • Do think consumer products like Pepsi can actually sell more via social media?
  • How can you measure that more people buy your product if it is an offline sale?
  • Can you name any other brands/products that have had a similar success or failure in a social media marketing campaign?


P.S. After commenting on the above, help out the Leukemia & Lymphoma Society by donating before December 31, 2009. I’m running the SF Half-Marathon in honor of my friends Doug, Matt, and Marcella that have cancer. Go to and make a donation today!

Video Interview Tips for Social Media Campaigns

Social media evangelists and/or those that are communicating with the public via online communities need to be trained appropriately on how to respond to questions from a public relations perspective.  Opening the flood gates on all your employees to take part in social media is probably not the best idea to start with especially at a medium to large company (1000+ people). They need to be trained and get familiar with how to engage in conversations in a honest, truthful method.

In doing video interviews for social media purposes here are some tips:

  • Write an outline of what you are going to talk about it (I assume those topics have been cleared by your PR team)
  • Make sure you are comfortable in answering questions in an impromptu way. If the interviewer asks you a question, you better know how to respond to it directly, honestly, and all within the same shot
  • Make sure with every video you do has a call to action – where do people go for more information? Make sure you know the web site url (or as Joe Biden would like to say the web site number, you know the ip address, right?..j/k 🙂 )
  • Keep it to 30-seconds to 3 minutes. If the video is longer split it up into a series.
  • Make sure the person you are interviewing is engaging and has a good, clear communication style. If you think people are going to fall asleep within 15 seconds of hearing him/her then coach him on how to change his style, tone, and facial gestures.
  • The video should be in one continuous shot. Why? You really want the viewers to feel like they are there interviewing the person and not being coached by the interviewee. Style should be a causal conversation.

That’s all for now. What do you think? Do you have any additional suggestions for video interviews that are being distributed online via communities & social networks?  Add a comment below.


Skittles removes Twitter search from site

In late breaking news, Skittles has removed Twitter search from their web site and instead put Facebook as the #1 social network to apear when the site first loads. I would assume due to the number of Twitter users taking advantage of the fact that any mention of Skittles in Twitter would appear on their web site including positive and negative sentiments. The age old question of do you do post or pre-moderation.  In this case, they should of used the Twitte api, filtered the keywords, and displayed the appropriate content. Or just show a graph of the number of mentions instead of the actual keywords. What are your thoughts on this? Let me know.

Top 3 Social Media Tips For Job Seekers

Here are the top 3 social media tips for job seekers that I’ve found to be very useful:

  1. Get your LinkedIn profile updated with all the latest resume information and recommendations. If you’ve been recently laid-off, make sure to request recommendations from your previous co-workers.  Also, jobs on LinkedIn are posted by a company hr representative or a hiring manager and in some cases you might have a connection with them (or a few degrees away).  Expand your network so that you are one-step closer to the hiring manager. One last tip on LinkedIn, get involved in LinkedIn Answers and show your expertise on a particular topic by answering questions.

  2. Start a blog is a great way to show your enthusiasm for the industry that you are in and to show your expertise. Free hosting sites like wordpress (which this blog is hosted on) is a great way to start with minimal coding required. Remember a blog will showcase your grammar skills, your creativity, and can be accessed instantly in an interview (happened to me when a guy pulled out his iPhone and accessed my blog and started asking me questions about my latest post). 

  3. Yes, now is the time to get a Facebook account. I know you’ve been hating all the poking and status updates of what your friends are having for lunch.  However, re-connect with your former classmates and co-workers.  Post a status message on Facebook or a note (their version of a blog) with something like this: “I’m looking for a job. Ping me if you know of any product manager job openings in the mobile industry”.  You never know if your high-school classmate that you haven’t talked to in 15 years but you are connected to on Facebook have a job opening in his group. 

That’s it. Be patience with social media and your blog. Tag your blogs apporpriately with keywords that you believe people will search for. If you are wanting to work for a consumer company, talk about it on your blog and tag it appropriately. It will come up in the social media manager’s Google Alerts. If you have more tips add a comment below. Talk to you soon,


Get Started on Your Personal Brand by Bridget Z

In the past, the personal brand was reserved for the elite. Celebrities with an army of coaches, publicists, image consultants, etc. had the personas with reach.

For us regular folks, those who had the guts to get up in front of 100+ people had a shot at building a personal brand with some legs.

But the farthest most of us got was the ‘personal mission statement,’ shaking some hands and pitching that statement…AWKWARD! For the shy, impossible. And for the majority, that was enough to put the “personal brand” on the shelf and go back to the daily grind.

Now with the social web having tipped, the field is noticeably leveled. All (including shy folks) who have something to offer, enjoy the promise of extending their unique reach outside their eighteen inches of personal space. They have the ability to create a personal platform, the foundation being the web, the activity being 24-7, and the reach being global. Boundless.

It’s become important for anyone who wants a meaningful career to come with a personal brand. One example David Armano points out on his blog is the likelihood of a potential employer checking you out on Google. Brand U.O Personal Brand Matters. Same goes for potential clients.

Where to get started on building a personal brand?

Start with a digital footprint.
Take advice from Chris Brogan, who says his personal brand went from “a guy in a cube named Chris Brogan to a guy people know and want to talk to.” Don’t get me started on how humble this guy is. Organizations stand in line to pay Chris to show them how this stuff works. Use this post: Social Media Starting Points.

Understand the etiquette of the social web.
Simple. Use the same manners you would with your friends and colleagues (and your mom). Don’t be cheesy. Use the social web to improve your industry, not sell. The selling naturally takes place when you’re seen as “the guy (or gal)” who does this. One way (which you can do now) is to get involved with or start a provocative conversation on relevant issues in your space. I’ll bring back this post from Brogan-no need to reinvent the wheel here: Best Social Media Advice From This Site.

Love the ones you’re with.
Nurture what is now your community, or your audience. Know that to someone, you are a rock star and build from that. The folks at The Web Pitch share a great post called Community Starts at One, which includes a quick vid of Gary Vaynerchuk, a sharp-witted ‘every day guy,’ New Yorker and likable wine geek telling folks to “stop crying” about the size of their community but to be grateful and grow it from that one colleague who “cares about what’s going on in that beautiful brain of yours.”

Revisiting this post set me strait just this morning, when I went to check in with my Twitter followers/followees whose number was drastically reduced when the folks at Twitter ran their routine “maintenance.” My tweet last night was whiny, “Lost half my followers/followees…” Well I’m gonna nurture who’s still ‘with me’ and keep building my own ‘lil personal brand from that.

What thoughts do you guys want to add about the personal brand?

Thanks, Randy, for the opportunity to post on your awesome blog. – Bridget Zeuner (Zoy-ner) aka bridgetztalk on Twitter.

Bridget Zeuner
Marketing & Public Relations
Phone | 602.628.8292
FAX | 866.591.1533
Email |
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Note: This is the first of many guest posts on The Life of DJ Ksar. If you would like to blog about brand marketing, social media, or viral promotions ping me at rksar at yahoo dot com.

Randy Ksar
Support the Leukemia & Lymphoma Society by Making a Donation Today to Fund the Cure for Cancer

Update on Republic of Tea

The internet and social networking is amazing! Within 2 hours of me posting a story about Republic of Tea I got a call from the CEO, Ron Rubin. We chatted about the company being based and started in Marin County and actually the office location moved a week before (hence why we couldn’t find it). I’ve been invited to their new location in Novato on Monday June 16 so stay tuned for video interviews and tea tasting with the Ministers (that’s what they call the employees). Have a great weekend. Chat with you all later.

BTW, anybody needing anybody social media / blogging advice let me know. You can reach me at rksar at yahoo dot com.


Republic of Tea are Marketing Geniuses!

Have you heard of Republic of Tea? Great tea supposedly based out of Novato, California but after further research it was from an unsuspected city in the mid-west.  View the video for the answer and make sure to add a comment. Enjoy!


FYI. I’m cycling the Honolulu Century (100 miles) in September 2008 in honor of the Leukemia & Lymphoma Society. Support cancer researchers and patients by making a 100% tax-deductible donation.  Donate by June 28 to receive a purple Leukemia & Lymphoma Society band!.  Thanks for your support.