During the last 100 years, humans went from walking on Earth to walking on the moon. They went from riding horses to flying jet airplanes. With each decade, aviation technology crossed another frontier, and, with each crossing, the world has changed. Aviation is defined as the design, manufacture, use, or operation of aircraft in which the term aircraft refers to any vehicle capable of flight. Aircrafts can either be heavier than air or lighter than air. Lighter than air craft includes balloons and airships, while heavier than air craft includes airplanes, autogiros, gliders, and helicopters. For centuries people have dreamed to soar with the birds. Famous inventors such as Leonardo da Vinci (Famous for the parachute) have conjured up ideas of how to get some of the strangest machines to fly long before the Wright brothers.

“The most important thing in fighting was shooting, next the various tactics incoming into a fight and last of all the flying ability itself.” - Lt. Colonel W.A. ‘Billy’ Bishop, RCAF

            Imagine ours past Wars for a moment and the role aviation has played. During World War II, aircraft became a decisive factor in warfare. Pan American Airways served 46 countries and colonies linking all continents and nearly all oceans. By the end of the War the basic technology for aviation had been developed: jet propulsion, aerodynamics, radar, etc was a major part of the industry. Do we (people) ever really take the time to realize how far we have come in the production air travel? I can remember the days of watching “The Jetsons” and the apparent dream of flying cars and living in a space floating house was obsolete to the times. Today we are becoming increasingly closer to the animated, future driven, cartoon.  

            For those who don’t know the series, it is like the Flintstones of the future. Even to day the ideas about the future are smart and creative. The Flintstones were fun because of the animal-household appliances. For example, their garbage disposal was an actual hog; and their shower and sink faucets were an elephant’s trunk. As for the Jetsons, the idea of electronic gadgets and a job on the moon, down the star striped road in the sky, seems to have been quite appealing. I loved its futuristic graphics and theme. Rosie the Robot seemed almost human to me as she cleaned and helped the family with daily life. At times she would malfunction but always with humorous results. The family had a snazzy vehicle too - the flying saucer car which drove itself. The Jetson’s had a very leisurely lifestyle enabled by robots and labor saving devices. One press of the computer button a day was all it took to set their day and life in motion. Sounds familiar doesn’t it?

“We were lucky enough to grow up in an environment where there was always much encouragement to children to pursue intellectual interest; to investigate what ever aroused curiosity.” - Orville Wright

            How many of us have flown or better yet, seen a plane, jet, or even a kite flying? Now think about the number of times we associate each flying apparatus with its actual engineers and aviation experts. For the most part, people tend to apply their knowledge of aviation with the Airline; and either their negative of positive relationship and interpretation of the company. Our environment is changing and even the Jetsons had a first hand experience with the New Media. This technology burdened world we inhabit is taking business to new heights. Traditional media is old-fashioned, but it offers information to be dispelled to a specific audience. New media has been considered as the changing force, in other words the drive of a company; whether it be promoting, marketing, or just dispersing information. Technology is reaching new heights in development, allowing people to be fundamentally coddled to a certain extent.

            While fuel prices, crew strikes and government bailouts continue to occupy the minds of airline CEOs, a quiet revolution is occurring with the potential to transform the way airlines do business. Now, you might know a Tweet from an App but are you able to harness the power of social media to communicate better with company’s customers, change the way they talk to clients, and open new routes to revenue? Airline Businesses delight themselves in cliché situations, inviting you to the ‘first social media conference’ dedicated to airlines. Social media for the aviation industry gives valuable insights into the world of social relations. Furthermore, it explores how airlines can maximize the impact of different platforms and communication channels to reach their customers and strengthen their brands. 

            Many companies have mapped out the path of aerospace history in the United States. There is a legacy of victory and discovery, cooperation and competition, high adventure and hard struggle in the aviation field. Each company possesses their own separate goals and strategies for success. Boeing and Cessna are two aviation companies that have attributed a great deal to the above mentioned; path of aerospace. They have created a superb environment by deciding what is important, consistent, and unchanging about their company, and they are improving themselves from a customer’s perspective.  

            In a recent conversation with Doug Oliver (Cessna’s Director of Corporate Communication) Cessna seems to be heading into the right direction; although their late arrival to many of our social media tools. They appeared on the face of Facebook early this year around January, but only after their involvement with Twitter (#Fly Cessna) for a year and a half, as well as Youtube. An extended welcome goes out to them. These Communication Channels have placed this company into position to be number one in light sport airplane (Sport Hawk) sales. With over 40, 000 planes sold they have beat out their opponent, and continue to thrive.

            Mr. Oliver implied that the company’s participation within the realm of New media and Social Media, is very industry focused with personal touches. Any content, legal matters, disgruntled conversations, etc. must be approved beyond a team. He implied that most control is given Corporate and at the end of the day it is ultimately their decision.

“This is still public communication so that always goes through Corporate Communications”- Doug Oliver

Cessna sees all forms of social media as new and exciting ways to interact with customers, potential customers, media, and other audiences. Not only do they participate with the above forms of Social Media, but Cessna associates themselves with a lot of press release (Aired on Youtube). Doug Oliver states, “Like other companies, we are moving into social media slowly to ensure we have goals for its use, and that we are not just doing it because everyone else is doing it.” Many companies spend all of their marketing and time emphasizing the “new;” being sheep in the herd instead of aiming to be the shepherd.  Sending press releases when a company hires a new manager or releases a new product, is all fine and dandy. But it’s also very important to publicize what is stable, unchanging and reliable about a company.

            The goal of Cessna is to provide new avenues of communications between the company and key audiences. Their Facebook page provides a greater capacity for interaction. After a recent visit to their Facebook fan page, the page’s target audiences are the following: customers, customer communities, potential customers, pilots, student pilots, and people thinking about being student pilots, media and others who follow the activities of Cessna; in addition to engaging their Global Customers.

            The company’s future plans are to post items including issue papers, photos, events, news and forums. Mr. Oliver hopes for lots and lots of interaction in the form of topics and questions. They don’t run from crisis and Cessna acknowledges social discomfort. “Many people seem to forget that a Facebook page for a company like Cessna is still a form of public information disclosure, and they have restrictions on what they can post, much like any other company,” as stated by Doug Oliver; so policy is in accordance with activity.

            While Cessna is making major improvements in the realm of Social and New media, Boeing has also sustained themselves as a global icon in the realm of the Media world. Alan Burch, director of business operations (11 years) had plenty to say about Boeing and their Tanker Program. Just as Cessna is sustaining its presence in the social and new media market, Boeing is leaving its footprints in the sand. They are the world's largest aerospace company, and leading manufacturer of commercial jetliners and defense, space and security systems. A top U.S. exporter, the company supports airlines and U.S. and allied government customers in more than 90 countries.

            Boeing and Cessna have a long tradition of aerospace leadership and innovation. These companies continue to expand its product line and services to meet emerging customer needs. Its broad range of capabilities includes creating new, more efficient members of its commercial airplane family; integrating military platforms, defense systems and the war fighter. My conversation with Mr. Burch concerned the Tanker program (10 Years old) for Boeing. This Program defines the militaries need for aviation, which is in a fact a limited number of customers with high demand. Recently they have acquired the contract for the U.S. Air force this past February. They have asked Boeing to build the KC-46A Tanker.

            According to Bill Barksdale (Blog: U.S. Tanker.com) “The historic decision marks the first step in delivering a new generation of tankers for a new generation of war fighters.” The program has become an avid user of social media and new media as well. Especially considering how they are moving into the mobile world; offering Apps for your daily flight details, pilot information, as well as customer assistance in booking flights.

            Boeings Tanker Program is taking full advantage of the web and social media also. They have two separate websites: WWW.UnitedStatesTanker.com and www.RealAmerica.com. These two sites offer the interactive, engaging, attractions that viewer’s desire by supplying blogs and offering facts; maintaining their loyalty and trust to their consumers. Facebook is used as a further channel of communication for Boeing, disseminating information, engagement with puzzles, and the like. They also participate in Twitter, Mr. Burch states; “Our goal is to get out to the public, and let them know here we are.” Much like other companies, there is a lot of congressional authority involved with decisions, and policies are strictly upheld. Although they sometimes have a corporate and congressional overhead, Mr. Burch stresses the importance of listening to their customers, as well as factory employees.

“The bottom of the pyramid is the most important; it holds the complete structure together”- Alan Burch.

            Even though Boeing is the leader in Aviation, they stay open and willing to move forward. They concern themselves in the areas of what other companies are doing, erasing complacency, and applying knowledgeable perspectives in the realm of aviation. I applaud their drive; one aspect really stands out about both companies Cessna and Boeing. They indulge themselves in social and New media, but never stray far from traditional media. These two companies realize the benefit of applying time and money into both of these channels of communication. There is a certain audience that each fragment of a company commands and clients know it, ultimately it is up to businesses to grasp the same concept.

“Boeings experience and the history are the best for the job.”- Real America .com

            As mentioned above it doesn’t have to be the “new.” These two companies consistently repeat the same mission or memorable tagline in their marketing.(We are Here, and Here for you) Their people are consistent and open, willing to show profiles on their blog and available for assistance anytime. People feel more comfortable if they can create a relationship with a person who they come to trust. If a company has been successfully selling the same product for 10 or 20 years, business with integrity isn’t even a question. Boeing places emphasis on relationships and reputation to drive their market and promotion. The company’s vast status and the very name itself holds a massive amount weight. Recently Boeing has had a crisis occur; Southwest Airlines 737 Airplane suffered from a bit of structural fatigue. The company’s immediate response was to ease the passengers of the planes. Following this, each social media and New media tool was readily effective in acknowledging the problem, along with solutions. 

            Boeing and Cessna have created a branding standard to communicate a reliability visually. It’s natural to distrust things we don’t understand. No matter how technical or sophisticated a product may be, it’s important to explain it in plain language that prospective customers can understand. Take Boeing for example, the military may seem technical and rather procedural; but at the end of the day simple and affective is the most desired way. We may not be in the time of the Jetsons quite yet, but technology and gadgets have definitely grown. And I know it seems weird considering the Jetsons aired between 1962 and 1988. New media and Social media are changing the way of the land. Companies must find their niche and show they are trustworthy. Although we are not flying to the moon next door or living on a galaxy, the realm of business is making major adjustments; and it starts with Social and New media.’

Facebook’s customers, the people and businesses that pay its bills and apparently give it an eleven-figure market capitalization. These are not exclusively the masses that spend all day posting their unpredictable status updates. Nor is it solely the members with compromising photos of their friends in compromising positions eventually leading to termination from their jobs. Facebook’s customers are the advertisers, the people and companies, who pay for the sponsored links; whom appear in the sidebar on the right hand side of every page you look at on Facebook. Those photos of your Sloppy drunk friends are just a way to sell them more beer. Of course Mark Zuckerburg created the social network in which we juggle good vs. evil; but without its real advertisers (consumers) that eleven-figure salary stands obsolete.

            Although Facebook started out with a college–centered approach, it has become the most popular social network site in the United States and in many other countries for people of all ages.  One of the features that have differentiated Facebook from other social network sites is the way in which it manages privacy. Early on, MySpace allowed users to control whether their profiles were public, and thereby accessible to anyone with or without a MySpace account. On the other hand there is the option of being private and thereby only accessible to a person’s articulated list of Friends. Facebook did not initially allow users to make any of their content broadly accessible. When Facebook expanded beyond Harvard, it introduced the concept of “networks” and required all users to be in a network. Initially, networks were college–oriented and anyone with a harvard.edu e–mail address could join the Harvard network but no one else could. As the service expanded, Facebook introduced high school networks, corporate networks, and regional networks. Just as MySpace cracked and became known as the social ghetto, I wonder what will be next in the running to destruct the twin pillars of the web; as expressed by Jane Wakefield in the article “2010, the year that privacy died.”

            Facebook is trying to teach members to use privacy settings to manage their network so they can speak discreetly only to certain friends, co-workers or family members, as opposed to other so called friends like bosses or professional colleagues. But most Facebook users haven’t taken advantage of the privacy settings; the company estimates that only 20 percent of its members use them. (CNN News) Other problems are trickier, especially among true friends and family members. How, for example, can Facebook remain a place for teenagers to share what they did on Saturday night when it is also the place where their parents are swapping investment tips with old friends? Like MySpace, at what point does Facebook alleviate its professionalism; forcing members to find new and more professional avenues to engage with?

            I think about it like this, nothing placed on the net is a private, even with the upgrade and new privacy features sites so call put on. Honestly Facebook has made recent privacy setting changes, but this is also where default settings begin. If those who are the least familiar with a service and are the least likely to adjust? (A lot of older people or maybe just sporadic visiting member) Then how can their account be set up regarding privacy matters, they will most likely to be exposed if the default settings are open or if the defaults change in ways that expose more of their content. This suggests that the susceptibility of the least skilled population is magnified by how companies choose to set or adjust default privacy settings. As noted in previous readings, the web has multiple identities and New media is providing the backbone.

By referring to New Media, I am talking about the technological and digital advancements of electronic communication to date, and where they are taking us as a society in the social realm. The way we use these “new media” may be different. It may be less passive than broadcasting. And there may be an infinite assortment of things to read, watch, and listen to. But that is a distinction without a difference. Facebook’s Place in New Media is a mystery not only because of privacy settings, but the attempt to make more and more of peoples lives available over the net (Jane Wakefield 2010). New media allows for technology to be at the pinnacle of our communicative efforts. Paul Levinson presents his “Gun, Pillow and Knife” example, basically outlining the dark side of things. Guns are used to kill and murder, but also used to protect and keep our country safe in times of War such as now. A pillow is relaxing, soft, cuddly at times; the dark side of a pillow is the way it can be used as a weapon for suffocating someone. Last but not least he implies that anything can have a dark side; people cut food with knives and even use them for sport, but as we all know they can used for killing also. There is a dark side to mostly everything and most people are blinded to it, until it blows up in their face. Two- Faced (BATMAN) is one of Gotham’s most notorious villains; but previously he was good and a senator. The dark side begins in the hands of the user, and it to shall rain down on Facebook!

Microsoft made computers easy for everyone to use. Google helps us search out data. YouTube keeps us entertained, and video friendly.  But Facebook has a huge advantage over those other sites; the emotional investment of its users. Facebook makes us smile, tremble, squeeze into photographs so we can see ourselves online later, fuss when no one responds to our amusing remarks, scorn over who got fat after high school, pause during weddings to update our relationship status to Married, or provide evidence of a breakup by setting our status back to Single. Facebook has changed our social DNA, making us more accustomed to openness.  Lets talk about that dark side again. Facebook is filled with contradiction. This is a site which is rich in   is rich in friendly opportunities; you can celebrate your birthday there, and mourn the death of a close friend. Now for that dark side, the company is making money because we broadcast these moments online. Whether it is a picture o post the job of Facebook’s members is ultimately to feed the pockets. The feelings we experience on Facebook are warm; the data we provide feeds a bottom line.

The willingness of Facebook's users to share is critical to its success. And their basic M.O. gets users to share more and more. The net is a great place for all needs; after all it is about demand right; sort of Uses and Gratifications. Face book is doing amazing things, but it does have a dark side. New media is being represented well; phone Apps, video game Apps etc. The Cyber Stalking, as well unruly bloggers and activist are protected by a shaky first amendment clause. But members should be aware that there is dark side of the Social Giant, solely controlled by self.

The idea that you need tens of thousands of Twitter followers, blog subscribers, LinkedIn connections and Facebook friends to build your business via social media is dead. Quality connections with those who are loyal to the business and the brand are far more helpful to spread your message than large groups of connections; who usually disappear after the first interaction.  Building reliable brand advocates is of great importance to the business. The mere chance to be on top of the market is firmly related to quality with loyal connections. Working in the realm of promotions can be a challenging occupation. Many say that it can be related to as a “Dirty game.” The connections that eventually lead to friendships are essential to business longevity; and even more vital to a company’s brand. Quality trumps quantity, so extending a brand across the social Web must be done strategically to maximize opportunities without compromising content and communications.

            Marketers worked on campaigns and public relations, with thought out leadership activities, on websites and etc.; basically an old scheme of things. But it seems that reality has finally set in and they are all getting the same wake-up call; marketers must look at the overall “environment” the big scheme of things.  Instead of looking at efforts in a linear fashion, they should think about it as a circular process – for example, how I create my website so that it takes advantage of social media, uses content to fuel media interest, and how my next campaign will feed off of this content and maximizes the value of the online interactions of my customers and website visitors. And, even more importantly, how I then use the results of all of these to inform what I will do next week, next month, next quarter.

            It is no secret that a companies marketing today must be creative, memorable, and different from its competitor. Businesses today must position themselves as the definitive source for information, products and services; related to the specific places in the markets where they operate. Excelling in one area rather than being all things to all people; is one way I could personally see that accomplished. Mr. Standifer said it best, “We cater to the highest demand, if there is not a certain demand we do not invest the time or money.” An area non other than Social media, as stated above not the dry, dull, page that was created last year and left alone; and without a single update. A company must be willing to invest in social media. The plan is to ensure a companies expert employees, technical experts, as well as, CEO are positioned as thought leaders in the social sphere and are active. Personal note, if the CEO has no knowledge of what is going on in its own company’s social sphere; that is atrocious.

            Sullivan Higdon and Sink have created quality content as a viable marketing tool. Their branded logo “We Hate Sheep,” is what serves as their dominate trademark of the company; creating something fun, creative and a stamp in the minds of clients. Social media marketing and content marketing go hand-in-hand, and companies such as Sullivan Higdon and sink are creating useful content that adds value to the online conversation and to people's lives. The Web is a cluttered place and they have found their way around it very well; offering websites, Facebook, twitter feeds, as well as an up and coming mobile media connection. For example, Wichita’s most recent March Madness event was an opportunity for them to not only entertain, but market also. With their mobile barcode scanner (Microsoft Tag) icon placed on little paper hoops with cut out basketballs’, they not only brand; but interact. The tag automatically sends your phone a 20 second video that outlines a certain product. What they offer as far as branded beef and Rancher registration is phenomenal, they even offer Microsoft Tags on packed meat from Wal-mart. The content is enormous and they present themselves well. The Rancher registration is a beef lovers dream, my personal favorite indeed. Top quality, Grade-A meat can be chose at the buyers preference. An in depth assistance to the customer allows for engaged activity; creating a personal meaty social environment. New media presents opportunity beyond a post; it creates a social construct within the realm of entertainment.

            They lack in ability to go beyond the Iphone (I have a Droid), but they do realize the transition that is being made digitally and socially. Amazing content is essential to break through the noise. The Future of advertising is found with creativity, engagement and an all out drive to move beyond the norm. There is absolutely no doubt this is the time of mobile marketing. It is vital to marketing, although still in a state of infancy. With mobile advertising, branded mobile apps, and mobile marketing apps, customers should expect businesses to have a mobile presence.

            A recent trip to SH&S provided evidence for economic issues faced in Marketing and advertisement. People are changing their financial plan; more and more dollars are being spent on social media and other digital marketing initiatives, away from print and radio advertising. Consumers spend more time online than ever and to reach them and stay competitive, businesses need to have a presence on the social Web. One aspect I do admire from SH&S is their research and tracking of their brand. They acquire the need before the plan, realizing that there is an audience and that audience has a voice. Tracking brand reputations on the social Web in greater details is necessary to a business today. New media has given consumers a large platform to voice their opinions, and people are realizing the importance of actively monitoring their reputation on the Web. It basically boils down to success and measuring; actually developing, nurturing and tracking a companies stature online.

            Lastly, the strongest feature of SH&S; their focus on building relationships. I asked Mr. Standifer why they only choose to keep a particular number of clientele. SH&S  caters to the demand, and the relationship between clients proves it. Now while this is really nothing new or earth-shattering; it is critical. Everyone in the sphere of business is under pressure to generate leads and increased revenue, to do what is new and exciting especially in our digitally-focused world. So what’s the key? Building your own character and identification; every great company has a particular character. This alone will really enable people to engage, to connect and to build the relationships that will eventually lead to a successful business venture. Businesses such as Sullivan Higdon & Sink are a dime a dozen, much like most really successful people such as Donald Trump and Jay-Z. Being true to yourself and true to the consumer will create longevity in relationships and business.

"I've always wanted to stay true to myself, and I've managed to do that. People have to accept that. I collect art, and I drink wine...things that I like that I had never been exposed to. But I never said, 'I'm going to buy art to impress this crowd.' That's just ridiculous to me. I don't live my life like that, because how could you be happy with yourself?"- Jay-Z

            A little move to the right, another slide to left, now one step back, two steps forward, and sit with your arm held high and a piece of foil in your other hand! Yea that’s it, perfect; now stand there for the next thirty minutes of the game. I remember the days of the human antenna! When your family would try to get that perfect signal for the big game, and as the youngest; the job of perfect reception was up to you. These days, if have you have witnessed the transformation into the digital age, there is no basic cable anymore. The regular channels such as: four, five, eight, 39 and 21; in which no cord or box was necessary are basically non-existent. The most that may happen is you get one channel with horrible reception; and it is usually a Spanish channel.

            Since entering the new millennium, we have seen a number of important social changes that have actually changed how we live from day to day. Television in the Twenty-First Century is a feature of great innovation. Now in the full light of a new era, TV has awakened with new potential. The proof is shown by a surprising revelation, new vision. Digital TV is the bright dawning of a new day, after the long night of traditional TV.

            As I recently posted, my TV purchasing adventure was one with great personality. From store to store, the choices became more increasingly important. Especially considering how we have moved from the traditional tube television sets. Today we are offered choices; Plasma, LCD, LED etc. Today's consumer is required to make choices covering a wide range of issues, many involving new concepts or themes never before considered by the typical TV viewer. Mr. Sean Hilferty (Director of Marketing and Digital Media for KWCH) states, “The future of television, is different for consumers.” There is so much to consider, we as consumers no longer purchase for today; we are purchasing for tomorrow. For example, while I was pondering over which TV to purchase, one of the agents began to expel a series of questions:

·Want a Direct View TV? Or would you prefer a Rear Projection TV? Perhaps a Front Projection TV is better?

·What about a "fixed pixel" displays?

·How would you like your screen, flat-panel, Thin-profile, Wide-Screen, Big Screen or theatre?

·Are you interested in "HDTV" or "SDTV" satisfactory for your use? Or would you prefer to choose an "EDTV?”

All I was trying to do is buy a new TV!

            Television must evolve in the digital age, and it will; but not without the assistance of the Internet and mobile technology. Think about YouTube, and where it is taking us a viewing class society. According to Hunter Walker, director of YouTube product management, the average YouTube user spends about 15 minutes a day watching online video compared to about five hours watching conventional television, which is its “true” competition.” Television’s vital role in American life has made it just as challenging for traditional players to change the norm. The Big 4 broadcast networks such as Fox, NBC, ABC and CBS are fighting for survival. They are choosing to present their most popular content to co-owned online platforms such as Hulu; and paid video-on-demand venues such as Apple’s iTunes. People’s lives are full of activity, and that favorite show we each love to enjoy, sometimes shows out of sync with our daily schedule.

            Or maybe another example will help to understand. My girlfriend and I recently moved in together. On Tuesdays at nine o’ clock “Top Shot” airs on the History channel, and “The Game” airs on BET. While she likes “The Game” and of course I enjoy “Top Shot;” we have often found ourselves in disagreement on which will be viewed that day. After pondering the choices for our personal viewing pleasures, we came to an agreement. We agreed to watch “The Game” on Tuesdays at nine, and I would able to catch Top Shot on the internet. The shows are replayed on www.hulu.com; just type in “Top Shot” in the search engine bar to the right of the page. TV networks are scrambling to reinvent themselves as dual revenues.

            A recent visit to KWCH of Wichita, Kansas created an image of the Wild West for Television networks today. Wild West, to signify that this “Digital Arena” we engage in is new and forever evolving. Companies seem to be hammering out new business models and applications; they’re hoping they will strike a wildly popular cord with confused marketers, and liberated consumers. Brian McDonough states, “Whether it is Traditional media or new media, they are both panning for gold.” Looking for an avenue to succeed, and accomplish something big. In an age when TV viewing has become video on multiple screens, dominated by mobile devices, none of the old rules and economics apply; such as Mr. Susters piece implies. They are being reinvented not by News Corporations and Big Media, but by companies with funny-sounding names and creative advances into New Media. Names such as Netflix, TiVo, Hulu and YouTube.

            As television viewing becomes more interactive and mobile video becomes more universal, we will be looking at years of converged chaos; with spectacular visual results. Although this seems a bit cliché, their can be and probably has never been a technology without a part two; or some newer version and application. Where will TV fit in this digital realm? It is here! The new Apple TV will stream rental movies directly from iTunes, or beam videos from your own computer, bypassing local storage and the possibility of buying anything. Some memory buffer will be available, however, to pause and navigate streamed movies while viewing.

            Mr. McDonough expelled a little concern for media and experts. He stated, “There are a lot of experts out there, and knowing who and what information to trust is half the battle.” Take Wikipedia for example, its dominance is growing like a forest fire. Paul Levinson (Author of New New Media) states, “Wikipedia is an expert driven, gate kept, mass-intelligence driven encyclopedia.” It has offered a resourceful information hotspot for many topics; further-more signs of a somewhat valid news reference have come to action. Wikipedias reliability of information output has changed.

            There are many professors who despise the sight; this is mainly due its errors in the past; of false or wrong information. In 2008 Barack Obama was falsely described as a Muslim. Yes, it was later changed but the immediate impact caused quite a stir. This example is one of many, but you can obviously see why there would be a problem. The option to have so many “experts” with access to a single site makes scholars skeptical of Wikipedias accuracy. Like many tools on the internet today, Wikipedia is evolving into a very useful source with precision. Personally I have found very useful information with this digital tool; and although they have made changes, the site still falls short of scholarly recognition. The digital age in which we live in and create is growing with leaps and bounds. As a company today, especially in the media and advertisement industry; a little alteration in your business is a must.  

“Learning is always rebellion… Every bit of new truth discovered is revolutionary to what was believed before.”- Margaret Lee Runbeck

It is no secret that the newspaper industry faces significant challenges, including a tough economy and the mass migration of readers and advertisers to the Internet. But newspaper brands that successfully transition to digital models can thrive, such as “The Wichita Eagle” without giving up their streamlined print products. Thinking about print first may not be the best idea in this vastly changing market. Print is not dead, but it does have a back seat to digital tech. and the ever popular, up and coming mobile.

The key is for newspapers to reach that spot between their traditional mass audience, and the niches found on the Internet. Collectively, print and online operations can create a sustainable balance that meets advertiser’s needs, as well as attracts new readers while maintaining their existing audience. Newspapers have two huge assets established brands and loyal readers. Newspapers are not dying. But they must transform. Our trip to the Eagle implied that, by crossing the digital divide and making strategic changes to print operations, newspapers can still have a viable, long-term future. Sherri Chisehall (Executive Editor) states, “The pace will constantly change” referring to the constantly changing digital and mobile world today.

            The “Future of television and the Digital living room,” provides information for a revolution in digital technology. Content building gathers my interest, especially considering I have never looked at it like that. It is basically free bundling, think of the many packages producers use today. I recently bought a new TV. My old one was a box set, 38-inch television; it happened to be a Zenith. I must say the TV is in good condition and still being used, but it had to be replaced considering the movement of new media and digital. So I got out of the house and started simply exploring prices, as well as new technology. I opted for a 38-inch LED Television, I absolutely love it; HDMI, slim design couldn’t be better. But as I purchased the television, they did not fail to mention the package.

            The store was offering the same TV (40 inch) for 100 dollars more and you received a free Blue ray disc player. Have you experienced blue ray, watch “Avatar” first if you haven’t; it seems as if you are walking behind the avatars in the trees. Telling you about this awesome TV is great, but the point being made is about the Content building.

            William Wrigley (Founder of Wrigley’s gum) stated, “People want something for nothing.” His early days of being a salesman involved acts of propaganda and the offering of premiums. His premiums ranged from Baseball cards to lamps and razors, he even published a premium catalog to help his customers. Mr. Wrigley was a pioneer of promoting branded merchandise. He had content building down to a fine science. He is a pioneer of branded marketing. But look at where we are today.

            Google balances the universe and helps all of the hardware; software and media companies ensure it isn't a "one horse race." So it is unsurprising to see companies like Sony, Logitech, and Intel partner with Google. The omnipresent company backs majority of Internet sites. Its production and usability is amazing! Google is that one team in your district that seems unbeatable. Yes, Google is universal; but for many that same universe is the neighborhood they grew up in. And like a wise man once said, “If you cant beat em’, join em’. Google makes billions of dollars in advertisements, not to mention the above partnering and continual pairing between Google and other organizations. We are moving into an age where the old-stern way of thinking and interacting are obsolete. Change and conformity are critical in the realm of business, and those who will not be open to that transformation; will perish. Back to the news!

             Accessing your newspaper digitally may sound great, but you certainly can't take your PC to the local coffee shop. The “Wichita Eagle” does an astounding job with the organization of their digital media. Today there are lots of easier, and lighter-weight, options for taking the news with you.

I have a smart phone and as the “People formerly known as the audience” implies, Mobile has revolutionized how we gather our news; and where we are expected to end up in the future. If you have a smart phone like the iPhone or Epic 4G, you can easily view mobile-ready versions of popular news sites. Or, scan the headlines in your email newsletters then click when you want to read more. Your phone's browser should take you right where you want to go. Although the Wichita Eagle does not yet have mobile apps; they are working in the right direction.

For a slightly more traditional experience, you can use an electronic device like Amazon's Kindle 2 and subscribe to newspapers electronically. You won't waste paper, and you'll still have today's edition at your fingertips. I bought my mother a Kindle for Christmas; she loves it. She loves to read, and Steven King is her favorite. She has a few gadgets I have tried to get her to use in the past, but nothing like the Kindle. She even has a smart phone and learned to work the Kindle before her own phone. Technology such as this allows for on-the-go access, and this is what consumers demand. Although she has found her way around the digital room; for many people the appeal of newspapers goes beyond reading about yesterday's events. Individuals like the tactile experience of flipping through a pile of newsprint or scratching your way through the daily crossword. Of course no digital media will replace that.

For many people, hanging on to a newspaper subscription is about getting advertisements and coupons you might otherwise miss. Believe it or not I was watching an episode of “Wife Swap” and one of the wives on the show was thoroughly obsessed with coupons. Within that episode there was a change in her approach to advertisements. Before this change into the digital world of coupons, she was basically a clip and cut kind of girl. Advertisers do not want to miss the public. In anticipation of declining newspaper readership, they have found new ways to digitally share ads and coupons. There is a digital movement with mobile vastly approaching, as mentioned above if you have not jumped on the Bandwagon; you might want to hop aboard.

“The “Wichita Eagle” is doing an amazing job with their movement into this digital sphere, keep up the good work!”

YouTube has shed its reputation of being strictly an entertainment site. Sure, people still tune in to see popular videos such as David after the dentist, a recap of Super Bowl commercials, and the most recent Lil Wayne video, but recent data shows consumers are also turning to YouTube for health information, providing new opportunities for healthcare providers and pharmaceutical companies to engage patients, caregivers and even prescribers. Last semester was my introduction into the realm of social media. I learned much more than the everyday chat and picture post used by so many today. Engagement was the theme then and it still is now, but permanence has burst through the seams; and YouTube is leaving its footprints.

            Take a look at YouTube and the trends in video watching:

·      Of YouTube’s 180 million viewers, 32% watch health videos - more than food or celebrity links.

·      Of those viewers 79% of health consumers have watched videos about their specific health condition.

·      93% take action after viewing health information

·      69% conduct further online research as a result of the video they watched

·      And 60% interact with their doctors

            So what does this mean for healthcare providers and pharmaceutical companies? YouTube, and online video sources provide an avenue to reach patients with condition specific information, which could include treatment options, and drive them to speak with their healthcare provider. Opportunities exist on YouTube to provide patients with branded messages in advance of the patient-doctor conversation. I can remember trying to diagnose my own injury or sickness. Surfing the web for information, and never skipping over the treatment to try and save money and/or figure a home remedy. Providers and pharmaceutical companies have another opportunity to reach consumers, who are actively interested in receiving information on their conditions and actively searching for information. Many companies have already ventured into this space with corporate and condition specific information. Johnson & Johnson was the first to take a step into the YouTube world, developing a corporate site and channels for their major brands. So why is this information important? Why the facts?

            Today we look at YouTube as much more than a social media mediated website, offering funny videos and informed thoughts. It is a leading entity in the society we choose to engage with. This unique site has created a monster in the field of PR. A prominent trend over the past few years has been the massive growth of the online video sharing platform YouTube. Consumers have been turning to YouTube more and more, which is demonstrated by its becoming one of the most popular search engines in, behind Google and Facebook. What I find most interesting is how consumers are using YouTube.

            YouTube marketing videos are an effective way to generate positive public relations exposure and buzz for a company at little or no cost. When integrated well with traditional public relations tactics, a social media PR strategy using social media networks such as YouTube can complement public relations efforts very well. The popularity of sharing YouTube videos through social sharing sites such as Facebook or YouTube helps extend the reach of company marketing videos beyond YouTube. This viral marketing effect of sharing videos about social media, and embedding videos on websites; further assists the video’s search engine ranking and SEO (Search Engine Optimization) impact.

            Building a broad library of video marketing ideas for YouTube will help ultimately ensure more PR buzz for a company, while positively impacting overall search engine optimization. I mean after all, that is the final goal. They have this slogan, “Broadcast Yourself.” YouTube offers the opportunity for you to present yourself, and your brand. Marketing has no limits these days, and sites such as YouTube provide a first class ticket to advertisement.

            Think about how certain things are promoted today, it seems effortless; especially considering the volume of advertisement produced by “Word or mouth” tactics. I worked recently for my old man, promoting college events such as “The Battle of the Big Cats” and “The Capital City Classic.” The main goal was to coordinate and plan these events from beginning to end. To my surprise it was the perfect opportunity to use those social media tools, so well taught last year in my Social Media class. Websites such as YouTube and Facebook were apart of the driving force for promotion and advertisement. These social media tools are still heavily used today within this company, LG Productions/ The Production Group (www.lgproduction.com).

YouTube can be a real source of public relations for business, and if you are really good, it can actually be a profitable venture. At the very least, learning to promote on YouTube will give a brand a leg up on the competition, basically because you will look technologically more savvy than anyone in your field who isn't on YouTube. To promote on YouTube isn't hard; you just have to know a few things:

The first step to promote on YouTube is to post on a regular basis. When people subscribe because they want to give you a chance; to see what you have next. If you uphold a professional schedule, people will not lose attention and will start to tell others (Word of mouth). If you do not keep a schedule, even if your subscribers don't leave, they won't be looking for you anymore, and they definitely won't spread the word. So the first step to promote on YouTube is to post regularly. Next I suggest, use the Share box to send the video to your email lists. Facebook is nothing more than a glorified email list, and that's the only reason it's valued in the billions. So to promote on YouTube, use those Facebook contacts you have first. Get the people who know you, have some kind of relation to you and your topic of choice. Put comments, true comments, on videos with content similar to yours, link your videos. YouTube comments are sticky, meaning they stay for a while. Post a link back to your video, and if you find the right video, you might consider a video response. As we observed above, linking each video to other related videos is an excellent element for YouTube. Every one of your videos should be linked as a video response to another popular video. Promote yourself and build your brand with YouTube.

“A people which is able to say everything becomes able to do everything”

–Napoleon Bonaparte

            Blogs appear on the news pretty often these days, television shows, even commercials. You can find blogs very easily, sort of like a special community of free-lance writers; expressing personal and valuable views. For example, a reporter is tipped to a story by a blog, or a blog reports another angle on a story. There have even been incidents of “True Crime”, solved by the information a blog produces. Just to show how resourceful Blogs are show up in magazines a lot, too. It shocks me, but most people have never seen a blog or experienced the atmosphere of blogging sites. I find one detail about blogs that is so interesting, their simplicity. You can elevate your mind and let it roam freely, and although I am writing this blog; reading happens to be my preferred choice of engagement on blog sites. Books are not necessarily in that reading category, but blogs achieve the informative, simplistic identity of much larger subjects. It is like taking some aspect of any topic and making it your own. You just have to love it!

            Think about a "normal Web site." It usually has a home page, with links to lots of sub-pages that have more detail; and many of them lack consistency. If the site is small, it is sort of like an online brochure with many pages of information. Larger sites offer an electronic Encyclopedia. Go to www.CNN.com , the site contains thousands of articles all organized into big categories. The categories and all the latest stories are accessed from the homepage. Go on try it! Keep going, now try www.bet.com, they both included large categories, from simpler topic. This is not a bashing of either of these websites or their use of WebPages; but it takes a serious surfer to cover every link attached to the next. A blog is much simpler:

• It is normally a single page of entries. There may be archives of older entries, but the "main page" of a blog is all anyone really cares about.

• Blogs are also organized in reverse-chronological order, from most recent entry to least recent.

• A blog is normally public, providing information the whole world can see.

• And the entries in a blog usually come from a single author.

“Give me the liberty to know, to utter, and to argue freely according to conscience, above all liberties.” – John Milton

     The entries in a blog are usually produced out of the blue. There is no particular order to them. For example, if I see a good video or link, I can throw it in my blog. The tools that most bloggers use make it incredibly easy to add entries to a blog any time they feel like it.  Each entry is a little text blurb that may contain embedded links out to other sites, news stories, etc. When the author adds a new entry, it goes at the top, pushing all the older entries down. Basically, a blog is a lot like an online journal or diary.  I consider it my personal haven to speak without expelling all expression; as Paul Levinson states in his book, “New new media.” As the author, a person can talk about anything and everything. Even though blogs can be completely free-form, many blogs have a focus. For example:

• If a blogger is interested in Horses, the blogger might go to the Equestrian or Western Show and post entries of the things he/she sees there.
• If a blogger is interested in economic issues, he/she might post links to articles that discuss the economy and then offer commentary on them.

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            In other words, a blog can be anything the author wants it to be. That is why I enjoy them, the pure freedom is un-replaceable. I am no pro at blogging by far, but the entries I have done all carry a part of me with them, something bigger than the blog topic itself. One thing about blogs that is so fascinating is the interlinking. There are millions of people keeping active blogs, and bloggers often tend to look at other people’s blogs, such as my self. I never really knew my place in this world, but honestly blogging can create any place I want. Someone once told me “if you ever feel as if you don’t have a place in this world, then you create one.

“Most people do not really want freedom, because freedom involves responsibility, and most people are frightened of responsibility”

- Sigmund Freud

Many blog readers enter this atmosphere and find a few bloggers they really like and can relate to. For example, you might have a blog you use to keep up to date on the latest fashion or technology, and another to keep up to date on the latest news and crime.

I look at blogging as acting a lot like a DJ on a radio show. I choose stories, links and/or snippets just like the DJ chooses songs, my choice and the people’s preference. People who like what the DJ focuses on each day, come back and listen to that DJ every day or so. Celebrities have also gotten into the act, creating blogs as a way to interact with their fans.

            We live in this world, socially and physically adapting daily. Our environment changes daily and we must mold ourselves to survive. How we fit into this world is exactly what we make of it. Social environments on the web such as blog sites; are places for many to expel whatever they want. Paul Levinson states, “The personal control that the writer has over his or her blog means that the blog can be about any subject, not just news.” He also states, “Permanence is one of the most revolutionary aspects of new new media.” A blog will stand the test of time, much as a theory will. With the new new media constantly growing every day, more opportunity to sustain a position in the bloggers universe is accessible. It is really a shame more people don’t invest time into this type activity. Blogging is a relief, and allowing people to have the opportunity to watch you create new meaning is incredible.

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            To be able to connect with someone everywhere they are and engage them in your mission or make their mission actionable is mind blowing. Kris Schindler visited my social media class last Wednesday, and gave really good incite into our mobile future. She says and I quote, “Access is on your phones!”  Its funny, the increasing numbers of smartphones and mobile devices that provide the most popular PC applications is changing the engagement in within social media. Applications such as instant messaging, calendar, Internet access and application download, is parallel with higher speed mobile networks. Taken together, smartphones and faster networks enable us to communicate, just like with a PC but from wherever we are. Ms. Schindler stated, “Web is going down.” What? Confused as she asked the question, the answer was in my hand. (As I check my e-mail on my smartphone in the back of the class) I literally sent a tweet while Kris was speaking, telling thank you for coming to the class. Applications are creating access wherever and whenever; placing engagement in the palm of our hands.

            This has created a new type of behavior for mobile users who can interact with their social networks in real time. While riding in your car or walking down the street you can update your status, tweet, post a photo you just took, give your opinion on the new fad in fashion, preview a new movie as you think about taking the wife out - the possibilities are endless. Mobile phones and Smart phones in particular, are changing the way we will do many things. From accessing Social Media sites, to augmented reality, to instant purchases, photography, music, the list goes on. With mobile phone technology capable of doing multiple tasks, it is safe to say the mobile web is part of the continuing evolution of the World Wide Web. The future of business is having a mobile web accessible website.           

           Kris really opened my eyes to how far we have come as a society. I remember the days before cd, and the ever so popular Sony tape player ruled the land. Now we have ipods and p2p such as limewire. Speaking of limewire, has anyone tried downloading any music lately? As soon as you connect with their site, there is a big posting talking about them being under court order. What a bummer. I don’t see the problem in sharing music, just ridiculous.  According to CNN, The LimeWire site shut down its service Wednesday, displaying only a legal notice announcing that that company "is under a court-ordered injunction to stop distributing and supporting its file-sharing software." Technology once again breathes air that doesn’t belong to it, well at least according to our government.

            Now for this Foursquare, it is a web and mobile application that allows registered users to connect with friends, and update their location. According to a friend of mine, points are awarded for "checking in" at venues. The web application seems a little shaky on directions to taking such actions. I could not maneuver my way around the site well, but time spent exploring the site may have been a limitation. This is not to down play the application; it may be a very useful social network tool worth using; as Solis would say another Social Media tool in my toolbox. I enjoy the vast dimensions between social networks; they each offer a new field of observation. Not just for me, but for future employers or people with like interest. Foursquare just might be a hub for my personal use; but it has yet to show appeal.

            Unfortunately, the mainstream media has become solely concerned with selling stories. If it isn’t some kind of exploitable tragedy, they don‘t want to hear about it. And get this; the tragedy has to be enormous. You can read about a major crisis in Nashville, TN in the USA. It has yet to make the NY papers! If anything, it is a small little comment that is easily overlooked. It gets the newspaper companies off the hook as far as not reporting it. How disgraceful! People want to communicate.

            We are social beings. Unavoidably, all print media is going to be taken over by the social media sites because why should you buy something that is already free? I really feel that news and new media is desensitizing us as social beings. Media violence presents a picture significantly different from that of true violence. The sheer volume of violence is exaggerated; 66 percent of television programs contain violence. More significant, however, are the skewed contexts in which media present violence. In media portrayals, violent acts are committed without remorse, criticism, or penalty; some violence acts are associated with humor; others are committed by attractive perpetrators; and lastly the violence involves victims who show no pain. I have seen people laid out on the street gunned down or worse, and most of what is portrayed on the news and new media; is preferred reality. But I always wonder, whose preferred reality. I feel that and news desensitizes humans to violence and trauma.

            Recently Mr. Bill Nye “The science guy” collapsed mid-sentence as he walked toward a podium.  What is peculiar about the incident isn't Nye's slight health setback as the crowd's reaction or non reaction. The students in attendance pulled out their mobile devices to post information about Nye's loss of consciousness. You would think they would be inclined to rush to his aid, instead they produced news. How desensitized is that?

            The objective for this post was to explore the Kansas News sites and observe their methods of social media. Well if this were a competition, Kansasdotcom would be the winner. They lead the twitter pack 2,250 followers and counting; KSN leads next. What I thought was very interesting was the fact that they follow more people than are following them. Obvious engagement! Kansasdotcom is the guy who plays no sports but has all the friends and is well liked, KAKE is the girl liked but is so full of herself, and KWCH is the girl/boy that just sits in the corner, like me. Just usually stays to him/herself. These News channels attempt to inform the audience, but they also are moving into a realm of interaction and satisfaction. Like much of marketing today, the old ways of reaching and teaching are obsolete. Each station has its own special tactics, but as for social media; Kansasdotcom is the bunny in the race the dogs are chasing.

“The idea to have an idea is often more important than the idea itself” is favorite piece of advice I received as a kid in the business.” - Bob Gilbreath

       Marketing has changed over the years and has changed dramatically ever since the advent of the Internet. In today’s marketing it is the consumer that searches for the product or even the company. Marketing used to be all about making phone calls to people at home, trying to sell them on your product or service. It involved telephone surveys (which people still do, after they have sold you the product though) but the fast-paced world we live in has changed all of that. Today you are lucky if you can get people to answer their phones at home. Today’s consumers have a wide range of products to choose from and most consumers go online and search for products, as well as services.

        This is a major change for companies and businesses. But many companies have still not adapted to this change. And in the words of Tom White, “They are out of their minds.” Earlier advertisements focused on delivering one message to a mass audience through various mediums like television, radio, and print. Especially print, which is slowly vanishing. Think about it, most newspapers can be located online now, Journalism programs in high schools are disappearing, and unless you are in college already; the will to read is becoming scarce. Now companies are shifting money from traditional marketing to Internet marketing because Internet marketing is a more effective way to show proven results.    

        Marketing consists of advertising and promoting your product or service in order to sell it. Your business produces goods and services. Sales, advertising, and public relations are each essential components of marketing and each require specialized skills and expertise. A focus on what the customer wants and needs is essential to successful marketing efforts. This customer-orientation should go hand-in-hand with the company's objective of maintaining a profitable volume of sales.

        Marketing is a creative process combining all of the activities needed to accomplish both of these objectives.I do believe that the best marketing may be the most unique, but it is the most consistent. Customers do not want to be overloaded with text and pop up’s on the internet. Customers have many options and choices, now customers can have a preference and have as many selections. Traditional marketing's model is all about having your product seen by as many people as possible through massive campaigns on multiple platforms (TV, billboards, magazine ads placement, online advertising, etc.). Its logic is: The more people will see my ad, the more customers I'll gain. Yes this is true, but Gilbreath would argue that it does not produce engagement. 

           New media offers hundreds of new ways to receive news, updates, ads, promotions, coupons, and newsletters. The consumer has lots of options to pick from and the competition for marketing is stern. Information, advertisement, as well as marketing has become much easier to publish. People are surrounded with websites, blogs, portals, forums, podcasts, social media sites etc. Just as the Marketing Guru, Seth Godin would put it: “Everyone’s an expert on something.”

         Customers speak their minds; they blog it, comment on it, forward it, share it, post it and collect it. No bad customer experience is a well kept secret any more. Everything is out in the open, and marketing should be as well. All it takes even for a loyal customer is an internet access to tell the world how lousy the service was last weekend at the local restaurant. All blame due to the Normal 0 false false false internet, but hey that is a risk you run owning a business or company. There are always people that will disagree, especially when doing something better than them. The good news is that the internet is also very much marketer friendly if your mind is set to “Customer Engagement.”  

“The process of planning and executing the conception, pricing, promotion and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives.” -The American Marketing's Definition of Marketing.

            In the book “The Next Evolution of Marketing: Marketing with Meaning –Bob Gilbreath” it states, that we need to change our approach with tackling marketing. Mr. Gilbreath states, “the new age challenges us to move away from talking at customers through traditional marketing tactics, e-mail blasts, sell sheets, and like TV advertising.” He classifies these tactics as interruptive, self-serving, and ultimately ineffective. It's a strange idea, but it's not so unusual in a world in which marketing is supported more by adding value to customers' lives. Mr. Gilbreath also suggests new ways to measure marketing success.  

         Three ways to measure marketing success are as follows; engagement (Did the consumer do something?), meaning (Did the communication provide positive value?) and marketing (Did a sale or predisposition to sale result?). I call them my three legs of the tripod. Most marketers care only about sales, but the two additional procedures show a stimulating warmth toward the consumer. Reach out and touch some one, what my pastor use to say. To just place advertisements around bulletin boards, pop –up on peoples web page, and send out massive amounts of information in bulk; is obsolete. There is a new sheriff in town and it is named, “Marketing with Meaning.”

            Many businesses are discovering ways to drive efficiency, sales and create happier customers by joining with other businesses around their common interests.  Marketing with meaning implies that, success with marketing increasingly does not lie, in crafting new and better ways of placing advertisements in front of a customer. This traditional model is falling apart thanks to people's growing use of digital technology and social media. In a world of steady growth and customer control, the only thing businesses can do to attract people and grow sales, is to create advertising that people choose themselves to engage with. This advertising must improve people's lives; a concept Mr. Gilbreath calls "Marketing with Meaning." The idea behind marketing with meaning is that businesses should take a step back and consider the higher level desires of there customers. This relates to my suggestions for Facebook, and how they should listen to their audience.

 “According to a survey conducted in February 2007 by the Promotion Marketing Association, nine out of ten consumers say that they would purchase a good or service if they experienced it and were satisfied”-Bob Gilbreath

            Most businesses use the motto, “The customer is always right.” But how many consumers actually engage with that? An example from Nike further explains engagement of customers.  In 2006 it Nike partnered with Apple to launch Nike+, a service that lets runners upload results, download music, and challenge themselves and others to improve.   According to Nike this single service was credited with lifting profit 8% in its first 6 months. They have taken this new value-added marketing model to other sports also.  The Jordan Brand Breakfast Club, which offers an interactive training guide from a pro basketball trainer.  As well as free soccer training program with drills from FC Barcelona.  The company’s new philosophy is summarized by Stefan Olander, who owns the meaningful title of Global Director for Brand Connections: “If we can do something to benefit our consumers and serve the needs of athletes to perform better, they will return to our brand.” I love Nike, and this is a long way from the brand tattoo “Just Do it;” as Mr. Gilbreath states, “tattooed logos aren’t particularly meaningful.” They are merely a post or a stamp to be viewed, and not so much understood. I am not saying they have no significance because they do. But how often do we see these brand tattoos surpass, the true being of an athlete, or sport it supports.

“Marketing with Meaning is less about "context" - or finding the best time to get in front of a consumer's eyeballs - and more about "content" - or creating something that people find valuable in itself. By definition, a good "Content Strategy" must be meaningful and is judged by consumers' engagement level rather than eyeball impressions.” - Bob Gilbreath 

        Marketing with meaning draws customer participation by providing unique and personally valuable benefits. It aims to educate, inspire, and earn credibility, rather than promote—pull versus push. It is marketing that people choose, want, need and even seek to engage with. The book’s primary foundation is that marketing, itself, can directly improve customers’ lives and in return improve a businesses outcome. People don't visit a restaurant for a meal--they actually want to have a lovely night out. Therefore a restaurant owner might partner with local theaters and babysitting services to help deliver on this need. A few examples are as follows, the movie tavern in Houston or the Old Town Theatre in Wichita; two movie theatres that have partnered with restaurants, and also serve alcoholic beverages. People trust their accountant with their taxes, but they have higher level needs for income security and professional advice on life changes. Therefore an accountant might team up with a personal attorney to offer a seminar on retirement planning and living wills. This trust according to Gilbreath is crucial to collaborating businesses. He states, “Before moving forward with a partnership, make sure both your target customer base and business cultures overlap building a strong, personal relationship with your partners.

         Marketing with meaning builds personally valuable marketing; you have to deeply understand you target audience. Gilbreath aligns his marketing model with Maslow's Hierarchy of Needs as a way to uncomver unmet needs and desires. The model is a pyramid with three phases :1. (Solution marketing, Connecting marketing and Achievement marketing. Solution marketing provides valuable information, incentives, and services. For example: how- to education, sample, and coupons. The second level creates value-added experiences that customers can share with others. For instance; contests, viral entertainment , and community building. (Hip Hop for Aids) As for the third level, it helps customers improve themselves, their families and the world. For example: linking your product to a relevant social cause, teaching a skill, and improving their health beyond the use of a product.

        Marketing with meaning suggests that you elevate your marketing within your target audience into the higher marketing phase's customers will seek to engage with your brand. Gilbreath implies; meaningful engagement will lead to product differentiation, price protection, and long-term layalty. Ultimately, it will lead to better business outcomes.

“Businesses that behave like neighbors will win, and advertising will look a lot better than most of what we see today.”- Bob Gilbreath

        In my dialogue with the author, he cited three recent healthcare best practices: “Bayer partnered with Nintendo to create a video game that helps kids with diabetes learn how to test their blood sugar regularly. Also in the diabetes category, Sanofi-Aventis created an iPhone app called GoMeals that helps people manage their diet. And last year, Pfizer created a program that provides free prescriptions to people who lost their jobs due to the economy.”

        What about Bank of Americas, no overdraft fees and there advertisement surrounding it. They have taken the idea of marketing with meaning a step further, purposely preventing customers from incurring high fees and bills. Imagine a local bank that teaches customers how to avoid fees, a pro shop that stops a customer from buying the expensive new equipment that will worsen there play.  By actively stopping poor buying decisions, especially at the risk of lost sales; businesses build enormous trust, earn loyalty for life and generate positive word-of-mouth marketing both online and offline.

This book add insight into making meaningful connections with customers through relationship marketing, not only morally but that can be valuable to their lives. Mr. Gilbreath, gives great incite about methods, as well as goals with a look into the future of marketing.

“The Web offers marketers a significant opportunity to help people uncover whatever it is they want to know, whenever they want to know it…Companies that provide answers to our endless information needs have a great shot at earning a steady stream of interested customers.”-Bob Gilbreath

            As far as connecting with customers goes, the old interruptive model of marketing does not work. According to Bob Gilbreath, customers are tuning out this method, and no longer listen to in your face messages Instead they demand meaning in the brands they buy, and the marketing that reaches them. When marketing is meaningful, people choose to engage with you in an exchange that they perceive as valuable. Whatever the product or service may be, when marketing is meaningful, the marketing itself adds value to people’s lives, whether or not they immediately buy what you’re selling. The marketing itself is if of value to consumers independent of the product or service. “Marketing with meaning,” takes marketing from meaningless messages to meaningful connections.

“All practitioners of marketing, selling and advertising long for the day when we move up the respectability ladder and put some distance between ourselves and lawyers and politicians. That, too, is an idea. Peace!” –Bob Gilbreath