Category: Events

LaneTerralever hosts Arizona’s second annual Operation #SocialSanta

Tempe based digital marketing agency, LaneTerralever teams up with Operation: Social Santa to do a little good with social media this holiday season.

This will be LaneTerralever‘s second year hosting the annual Operation: Social Santa happy hour and toy drive, which will be held Thursday, Dec. 5. at Handlebar and Grill in Tempe from 5 to 8 p.m. and will benefit the Arizona Toys for Tots Foundation

SocialSantaImageUsing the power of social media to generate awareness through Social Santa, LT will bring the public together to network and celebrate the holidays for a good cause.

Founded in 2010, by student and social entrepreneur Harrison Kratz, the toy drive was designed for social communities to join in a collaborative effort to make a difference while sharing their experience on social media.

Cost of entry to the Social Santa event is a new, unwrapped toy with a suggested value of $20. Each toy donation will be exchanged for a raffle ticket for a variety of prizes throughout the evening.

“Our goal is to donate 300 toys to Toys for Tots,” said Chris Johnson, president of LaneTerralever. “Giving back to our community is core to LaneTerralever and we are thrilled to be able to help brighten the holidays for local children in need.”

The U.S. Marines Toys for Tots program collected toys during the 2012 Operation Social Santa, also at the Handlebar.

The U.S. Marines Toys for Tots program collected donations during the 2012 Operation Social Santa. Photo: Adam Nollmeyer

LaneTerralever hosted Arizona’s first Operation: Social Santa in 2012 with the idea that social media can also be used for social good. Rallying members of the social media and digital community through posts and shares online, LaneTerralever raised more than $5,000 and donated more than 140 toys to Toys for Tots last year.

Guests are encouraged to use #SocialSanta on social platforms including Twitter, Facebook and Instagram to help spread the word, and to RSVP by joining the event on Facebook: Operation Social Santa 2013.

Originally called Tweet Drive and now formally Operation: Social Santa, the campaign is comprised of one-night holiday parties organized by volunteers where community members can celebrate the holidays and collect toys of local children.

Why a smartphone is the true mobile device. Sorry, tablets.

By Jonathan Scolero

What’s an example of a “mobile device”?

If you said a “smartphone”, correct!

If you said a “tablet”, WRONG!

Everyone knows that mobile devices have become the premier marketing communication platform nowadays.  However, few companies seem to know how to effectively use them to reach customers … let alone correctly identify what a “mobile device” even is.

According to Jonathan Salem Baskin, guest speaker at this month’s AZIMA event, research illustrates clear distinctions between smartphone and tablet use.  Tablet use predominantly takes place within the home as a means of reading publications or watching videos.

Jonathan Salem Baskin. Photo: Mark Goldstein

Jonathan Salem Baskin. Photo: Mark Goldstein

Smartphones, in contrast, accompany the user about their day-to-day tasks and thereby merit the title of true “mobile devices.”  As such, they serve as tools for users to “get things done”, like price check products, find a mechanic, pick a good restaurant, or google a definition.  At first glance, distinguishing smartphones as task-oriented devices may seem inconsequential, but the marketing implications are enormous.

In order to effectively connect with customers during their day-to-day activities, companies must release mobile apps that assist customers in their quest to “get things done”.  For instance, rather than McDonald’s neglecting the obvious fact that its food makes you gain weight, why not release an app that allows customers to mix and match meal items to easily choose the combination with the ideal number of calories?  When fans can’t find a hockey game on TV because Comcast renumbered it’s cable stations, why not create an app that allows users to share where their favorite TV shows have migrated?

Smartphones are functionalOr when you board an American Airlines flight, why not check your smartphone to see if anyone with a marketing background is also onboard and benefit from the networking opportunity?

Baskin backed his assessment of current smartphone trends with survey data collected locally by Republic Media.  The results, which will be posted on the AZIMA website, indicate that Smartphones are largely ineffective as a means of pushing advertisements to consumers. Rather, companies should view them as tools that provide genuine utility to valued customers.

Jonathan Salem Baskin is a thought leader on brands and marketing with 30 years of experience.  His work experience includes leading the PR agency for Apple’s first iMac launch, as well as working with Limited Brands, Nissan, and Blockbuster, among others.  Baskin has published six books, and writes regularly for Advertising Age and Forbes.   

New Rules for 2014 from Jonathan Salem Baskin

Jonathan Salem Baskin

Jonathan Salem Baskin performed research for his Arizona audience.

Thanks to everyone who came out to meet Jonathan Salem Baskin at our November event.

Jonathan flew in to Arizona to talk about mobile devices and branding and to share recent research performed for the Phoenix area market.

Bottom line, Jonathan spoke about ‘Why the Mobile Singularity will be the effective model for marketing in 2014.

You can read more about that as Jonathan rolls out his thoughts in Advertising Age, Forbes and on his own platforms.  He gathers those posts here at BaskinBrand.

And I will leave you with his own final thoughts on Thursday night:

New Rules for 2014.

1) Contribute to the conversation, don’t try to own it.

2) Customer advocacy has never been more important.

3) Search is based on relationships, not technology.

4) You can’t outsmart a Smart Network, but it’s ultimately accountable to reality.

And PHOTOS from Thursday night.

Getting jazzed about November’s event speaker Jonathan Salem Baskin

JonathanSalemBaskinWhat do Forbes, Advertising Age, Apple’s iMac, Nissan …  and now AZIMA … have in common?

Answer:  November’s speaker Jonathan Salem Baskin, president of marketing consultants Baskin Associates and a global brand strategist.  Baskin has 30 years of professional experience helping clients large and small deliver better, sustainable, and more reliable marketing and brand value.

Baskin is scheduled to speak on Nov. 21 at the Hilton Scottsdale Resort & Villas. More details about that and to purchase tickets here: The Mobile Singularity: New Rules for Marketing to Smart Networks?

His credentials alone should convince you to be there. Yet there’s another treat in store for Baskin’s Arizona audience.  Baskin will focus on the impact of digital and the changing role of branding, while sharing  new ideas based on research conducted for this visit.

Baskin talks in this video about how excited he, too, is about coming to Arizona.

You can find a lot of Baskin’s thoughts on marketing and branding here:  Answers: Branding.    He also writes daily (well, sometimes hourly) on Twitter: @JonathanSalem.

Here’s a short video from earlier this year. Speaking at JUMP New York, he stressed the importance of daring to stand for something, daring to have a point of view.

“The world needs more people with strong substantiated points of view not just opinions,” Baskin said. We’re ready to hear Baskin’s point of view … and opinions … on Nov. 21.


The Mobile Singularity: New Rules For Marketing To Smart Networks?

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Email in an Increasingly Mobile and Social World

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Next AZIMA with Tim Moore Sneak Peek

Last Friday afternoon, Tim Moore of CrushIQ sat down with the past president of the Arizona Interactive Marketing Association, Arnie Kuenn to discuss some of the topics he’ll be covering at the upcoming AZIMA event. Tim has been engaging in technology consulting for nearly 20 years, and provides counsel, marketing guidance, and digital relationship best practices. He has a wide field of rich experience from working at The New York Times Company in digital business solutions leadership role, to the founder of numerous technology start ups. He’ll be braving Arizona’s summer heat, making the trip all the way Willmington, North Carolina, on Thursday August 16th, 2012 to present at the “Google Plus for Business” Scottsdale Hilton. Watch the video interview to get a sneak peek at what Tim plans to present at the next AZIMA.

Tickets are available to see “Google Plus for Business with CrushIQ CEO Tim Moore”. Register now!

A Presentation by Marty Weintraub, Author of Killer Facebook Ads

Guest Post: Khayree Billingslea, the Sales & Marketing Intern at local digital marketing agency and founding AZIMA Member, Terralever.

Marty Weintraub, author of “Killer Facebook Ads” and CEO of aimClear online marketing, has a lot to say about how Facebook has a lot to say about you. Weintraub’s insights constitute a departure from conventional application of paid-organic advertising on the social media behemoth—instead of targeting key demographics, constructing personas (or a ) and driving ads to their Facebook pages, use user data from their Facebook interests to set retargeting cookies which drive ads to many other sites.

Industry thinkers who claim to have uncovered a way of thinking about digital media that “revolutionizes” or “redefines” the way the media landscape will be navigated for the next five or so years are dime-a-dozen. Luckily, it’s pretty easy to sort out stale reiterations of old concepts from the truly new strategic developments. In the digital space, a field in which the ground is daily shifting beneath the feet of the media experts who dare to attain some mastery over it, Marty Weintraub has made his expeditions through the wilderness and it just happens that he is an excellent cartographer who keeps his ear to the proverbial railroad tracks.

For Mr. Weintraub, key consumer insights come from utilizing user-provided data. That data can be used to model what he calls “personas”. A persona is an amalgam of interests, often particular to a member of one or another niche market, likely to be published on a social media platform.  It is the advertiser’s responsibility to take advantage of the targeting tools at their disposal. If you master persona modeling—that is, if you come to learn the resonance frequency of high volume targeting terms—Weintruab claims, the precision of your messages will increase drastically. The goal at the end the targeting process is to consistently send out advertisements tuned to the needs of a very small, well-understood, audience. In a sense, his technique turns your online marketing strategy into something akin to a more-or-less benign CIA operation that predator drone strikes offers into the web browsers of consumers.

It is also worth Marty’s unconventional style; never once did a dull moment of technically sophisticated discourse escape vindication via his playfulness and wit. A whirling tornado of activity and apparent ecstasy at having been so lucky as to find a job he truly loves, Weintraub is an absolute joy to watch. If you missed it, take a look at the Marty’s AZIMA presentation shared on aimclear’s Facebook page.

The Most Social Event in the History of Television

You CAN make a huge social media effort work without a huge staff. That’s one of the lessons gained from hearing an inspiring message from Beverly Jackson, Director of Marketing & Social Media for the Grammys, at the May AZIMA event held in Scottsdale.

Jackson provided an insider’s look to 100-plus AZIMA members how The 54th Grammys became “the most social event in the history of television.” Her relatively small, in-house group of social media workers, teamed up with assistance from agency Chiat Day and a social analytics firm, helped bring The 54th Grammys to a massive audience across multiple online platforms.

Jackson outlined a concept of ‘transmedia’ and hashtag usage that helped her team plot out a strategy to hit all forms of online content. Instead of letting the Twitterverse dictate which hashtags to use, Jackson and her team decided early on to manage the hashtag terms and help bring the flow of messaging to those terms.

Jackson’s team used an innovative social media approach to announce to media about which hashtags to use for all the events surrounding the 54th Grammys. One slide she shared (see below) noted a different hashtags for the 6 Twitter accounts and 14 Facebook pages her team set up for different Grammy activities and the audiences around those specific events.

Some of the highlights noted during Jackson’s presentation included:

–       A record high number of 160,341 tweets per min were recorded during the live Grammys telecast

–       13 million social comments is the new record for TV (most social)

–       Use of Facebook, Twitter, Pinterest, Google+, Turntable.FM, YouTube and many other social media channels to drive awareness, audience reach and hits back to the

Grammys website.

Ms. Jackson brought a wealth of experience to the presentation stage. In addition to her current role as Director of Marketing, Strategic Alliances and Social Media for The Recording Academy and the GRAMMY Awards, she has previously worked in digital and business development roles at Octagon/IPG in the Music and Entertainment group and WPP’s JWT.  Beverly also served as the VP of Product Development during the start of phase of BlackVoices, now a part of the Huffington Post.

Ms. Jackson clearly struck a chord with the AZIMA members, who raved online about her presentation, and discussed on Twitter how to translate her massive event expertise in social media to individual campaigns in the AZ and SW US region.

Guest Post By: Dave Murrow is a Valley-based digital pro working in SEO, PR/Content and Digital Marketing. Read his blog posts and at Mint Social.

Wrap-up of Jon Wolske of Zappos Insights Event

Guest Post By: Shauna Stacy

This month’s presentation focused on the relationship between marketing and culture and was led by Jon Wolske of Zappos Insights. Zappos Insights, an arm of Zappos, is dedicated to educating other businesses about the importance and impact of company culture.

The presentation included an overview of Zappos’ impressive growth and company values. Early in the presentation, Jon asked a critical question: “Do you have culture at your workplace?” Some, but not all, hands raised in the crowd. “The answer is yes,” he continued, asserting that culture is present in every organization, whether it is formalized or not.

Zappos culture guide Jon Wolske and fellow Zappos employees welcome a tour group with a choreographed weight-lifting routine featured on

Zappos believes a company-wide focus on delivering great service is critical to its own success and that this focus relies on a strong, positive company culture. The result of this focus is evidenced in customer stories, employee advocates, and positive press.

Jon reviewed Zappos’10 core values. Customer experience is a key part of the Zappos marketing strategy, and they believe it starts at the website where their phone number prominently displayed. This leads back to value number 1, “Deliver WOW service,” and hinges on developing a “PEC” or a “Personal Emotional Connection.”

PEC-building also includes, but is not limited to, delivering bouquets of flowers and handwritten notes to customers. For Leap Year, it meant giving all customers who made purchases on Leap Year Day a four-year refund policy, instead of the usual duration. It also means going to the competitor on the customer’s behalf when Zappos can’t deliver, which can lead to powerful word-of-mouth marketing.

Culture is most evident in the Zappos’ call center. Unlike most modern call centers, front lines call takers have no script and no requirement to sell. The call center is not considered a cost center. Because of a shared sense of ownership and pride among employees, “there is no need to micromanage.” Employees are their strongest advocates and if you asked an employee what the company values are, he or she would not need to check the employee manual. “We just know what they are,” Jon said.

Their emphasis on culture has spurred more than just positive press and catchy theme songs and viral videos but ongoing success and growth. Zappos’ revenue reflects steady growth and, according to their reports, 75{2bbd478b6aadf2a9bb5e10dcf35d17c0d0772390afbaf5ac8145fb1096668903} of the average daily shoppers are returning customers and 45{2bbd478b6aadf2a9bb5e10dcf35d17c0d0772390afbaf5ac8145fb1096668903} were told about Zappos by friend.

Engaging online content, as well as interaction on social media sites and all other business operations, is designed to tie back to their commitment to the Four Cs: Culture, Customer Service, Clothing and Community. Zappos wants to be known for community. This includes their online community at They are in the process of building a new home office in downtown Las Vegas to become a true part of their community. They are also working to grow education in Nevada, which is currently ranked worst in the country for education.

The presentation was followed with a Q&A session. Highlights are below:

What other social media sites does Zappos used, besides the big sites (Facebook, Twitter, et al)?

Zappos has “product managers” who are front lines to test out interaction on different social media sites. This includes the newest social media darling, Pinterest. There is also an application dev team which has previously launched their Couture Catalogue and Mappos, a visual map of what people are buying at any given moment.

Have you gotten feedback from the companies who tour the Zappos offices with the intent to change their own company culture?

Jon shared a story of one businessperson who had a one-hour tour which resulted in dramatic changes at his own company. “We’re not trying to get people to do what we do,” Jon explained. “A lot of it has to do with relaxing things a bit. We aren’t marketing Insights but we will be looking through our histories at some point soon.”

At a certain point during initial, required call center training, trainees are offered $3,000 to quit. What happens if someone gets through the $3,000 offer and is still not a good fit?

“Just like a performance issue, we coach,” said Jon. “If we can’t coach up, we coach out.”

What does Zappos use to monitor brand mentions on social sites?

“We run lean.” The team relies heavily on Google news and the Twitter conversation page. They monitor on a big picture scale.

Your value is “Do more with less,” and you say that you “run lean,” but great ideas cost money. How do you find balance?

If it’s free, they try it. If it costs money, employees are required to do a standard proposal process. “They’ve been good at taking risk and letting ideas fail.”

What provides a higher margin, the culture book or shoes?

“Well, the culture book is free, so the shoes.”

What is your philosophy on legal concerns?

The Zappos lawyers are also hired as a culture fit. Employees are expected to rely on common sense when making decisions; the onus is on the employee. “When you trust people to be adults, they will be. It works for us.”

He then added, “You can’t do the tour on roller blades, though.”

Many thanks to Jon for an excellent presentation! Be sure to check out the next AZIMA event “The Interactive Future of Hospitality & Tourism” on April 19th at 6:00 PM at the Scottsdale Hilton.