A Blog into the World of Interactivity

Hi Everyone!

My name is Nicole Fiorella. I am a junior double major at James Madison University. I am currently pursuing a Bachelor of Arts in Dance and Corporate Communications. This blog has been established as web communications project with the JMU School of Media Arts and Design. The goal of this blog is to provide information and understanding of interactivity in relation to social media.  I plan to discuss how corporations use interactivity, the effectiveness of social networks with interactivity, how other organizations or groups use interactivity, and provide some helpful tips when diving into interactivity. If you have any suggestions or opinions please leave comments. I plan to explain and inform my readers through valuable information found in videos, articles, images, and other blog posts. Check back for updates soon.

I took this photograph at the Norfolk Botanical Gardens.

Anyone Can Be Interactive

Interactivity and social media for all ages!  The growth of social media and Web 2.0 has been developing and expanding for years.  We hear about it everyday in the news, more and more companies are finding unique ways to reach their audiences through social media.

Statistics for social media are always changing and updating.  Jeremy Owyang, a web strategist, explains that people are not concerned by exact numbers, but by the actual changes that are occurring.  His post, “A Collection of Social Media Stats for 2009“, had a lot of interesting information.  More people are relying on social networks rather than email.  Twitter has grown by the millions.

So why are people still afraid of social media? Some say they just don’t understand the concept.  Many feel they don’t have the time or resources.  The worst possible excuse is that they are too old to deal with the new technology. In my opinion if someone wants to communicate with social media, they will. I know two men who are blogging and reaching out to their communities through social media.

I learned of this first gentleman through my friend and classmate Sarah Lokitis.  Her blog discusses the different types of corporate blogs and what makes them work.  Her post, “Marriott: CEO Blog“, discusses a blog created by Bill Mariott, CEO of Marriott International, Inc.  He uses his CEO blog to communicate with consumers.  Mr. Marriott, at 70 years old, does not know how to type on a computer.  He does however, understand the importance of social media and make sure to keep in touch with his consumers.

He is not the only man who understands the value of social media.  Last Sunday modern dance legend and world renowned choreographer Merce Cunningham past away at age 90.  Upon hearing the news, I found an article in the Washington Post discussing his life.  While reading, “Renowned Choreographer Merce Cunningham Dies at 90“, I learned that Merce used social media to keep in touch with the dance community.  This past year he created, Mondays with Merce, a series of webcasts and interviews open for public viewing.

These webcasts show behind the scenes master classes and rehearsals.  They also provide interviews with current and former dancers, artists, and musicians that have worked and been influenced by Merce.  

These two men have pushed past the so-called, “generation gap” and have proven that people of any age can find a way to use social media.

Non-profits benefit from Social Media.

Recently, I have become extremely interested and involved in the world of non-profit organizations.  I never knew the procedures and hard work that goes into them.  That is until my intership for the summer.  In my previous post I talked about my internship with the Virginia Stage Company.  Prior to my last post, they had not embarked on the exicting world of social media.  Now all that is changing!

Here at VSC we have created a social media team.  This group of people meets to discuss new ways to bring VSC up-to-date and involved with social media.  The group is moving in a great direction.   After learning about their meeting, I was curious to find out if other non-profits were having the same ideas.

Turns out they are.  In fact non-profit organizations are beginning to use social media more than business or personal users.  They are finding ways to cominucate and hold conversations with donors.  This new personal approach to communication not only keeps everyone connected, but also has a large appeal for donors.  Instead of receiving a phone call or a letter asking for donations, the company can create real relationships.

Another great reason that social media is growing are its marketing expenses.  Many non-profits are hurting in the economy and social media has now become a marketing department’s dream.  It is cheap and easy to maintain.  As more people jump on the social media train, companies will continue to reach more and more people.

One of the newest non-profits to hit the social media scene is South Coast Hospital Groups.  They have established themselves on Twitter.  They rely on Twitter for health updates and information.  This is a great way to reach many Americans that do not always stay up-to-date on the latest health advice.  The working mother doesn’t always have time to read health articles and tips until they are sitting in the doctor’s office with their child.  South Coast Hospital Groups is helping to make like a little easier for everyone.

This article written by Jay Pateakas, a Herald News reporter, discusses the positive capabilities for non-profits and social media further in the article, “Study: Nonprofits flocking to social media“.  

As I said earlier I find non-profits intriguing.  If you know of any non-profits breaking into the social media scene, I would love to here about them.

A Non-Profit look at Interactivity

Unfortunately, I haven’t been able to blog in a while.  Finals and Maymester were rather intense.  Since I now have the freedom of the summer I thought it might be a great idea to get back into my blog.  It is an interesting freedom knowing that am I no longer being graded on my posts, and I can simply write what I feel and expand on my topic to my liking.

I just started my internship for the summer at the Virginia Stage Company.  This non-profit organization works to bring the theatre and arts to the Hampton Roads community.  This company uses the gratitude of local businesses to gain sponsorships and donations to keep the theatre alive.

As a development intern it is my job to keep up with our donors and ensure that they are satisfied with the partnership bewteen our company and theirs.  I am still learning the ins and outs of the company, but I do know that their interactivity with other companies is mainly done through paper; rahter than, the internet or social media outlets.  I hope that I have the ability to see the company transform into Web 2.0.

Does anyone know of any non-profits that have moved to Web 2.0?  Was it difficult? Is it possible for a small organization to make the jump if some of their local clients aren’t using the web either?

Dancing and Interactivity

Corporations and organizations have been working hard to provide consumers with interactivity through social media.  Companies go through countless board meetings to calculate how much time and effort needs to use in these social media tools effective.  After the decision to use social media is agreed upon, their hard work doesn’t end.  This process is important to ensure that the company is all in an agreement and updated on the development of these tools.

What if a person isn’t working for a major corporation? What about the individuals that are searching for information unrelated to a company brand or service?  Don’t they deserve the same capabilities and ease of social media as company stakeholders and consumers? 

Most people think of social media as a place to form or join forums about a company or brand.  This is not always the case.  These forums absolutely do exist, but what about the other form of social media that allows users to meet one another and share information?

Groups of people have the opportunity to communicate with one another on topics of similar interest.  Does this necessarily make the social media interactive?

As a matter of fact it does! As a double major with dance and media arts and design, I have grown increasingly interested in how to use social media to benefit my second major.  I began by searching for dance forums and blogs to communicate with fellow dancers.

I came across an interesting blog called A Time to Dance.  Maria the writer, wishes to keep her last name personal, is currently working on balancing her career and family with her passion of dance.  Recent posts consist of master classes she has taken and exciting things she has encountered with other dancers on the Internet.  Did you know that America’s Best Dance Crew, Quest Crew, has a MySpace and Face Book page?  Their rivals Beat Freaks have their own blog.  This is a great way for dancers to learn about and support one another. 

Along with blogs there are countless social media sites to join.  As a member if Twitter I was notified as being followed by Dance Plug.  Immediately, I became intrigued and wanted to learn more about my new follower.  Their Twitter site is way to update their followers and draw them into their own website.  This website requires free registration, and provides dancers with more information than they could imagine.

Dance Plug incorporates interactivity and social interaction design to draw in users, as well as, valuable information to keep dancers up-to-date in the dance world.  Dance Plug was set-up by several choreographers as a way to teach people how to dance online.  However, this site also includes forums, upcoming audition listings, choreography videos created by the developers of Dance Plug, lists of upcoming master classes, and the ability to post information of your own.  For example as a member of Dance Plug, I can advertise my own auditions or event dates for other dancers to view.   The Dance Plug website also provides a link to their blog.

From the unique videos and navigational designs, to the amazing information and collaboration among dancers.  This site is one of the top social media tools that does not relate to a corporation or specific brand.  It is a community for dancers, choreographers, teachers, and those affiliated with the art of dance to share their knowledge with one another.

Interactivity in the White House

In previous posts we have looked at the importance of interactivity in social media, and the companies that have worked so hard to implement it.  Companies that have established their own forms of interactivity are prospering in consumer relations are constantly learning new ways to improve their products and services.

Companies are not the only people using social media.  Other organizations and individuals are jumping on the Web 2.0 “bandwagon”.  One major individual has entered the social media world.  He is none other than President Barack Obama.

Since the beginning of the election race President Obama has used social media through his Twitter site.  This was used to keep followers updated on locations of his speeches and other updates on the road to Election Day.

Since the inauguration in January there has not been a tweet from the webpage.  That is until March 25.  The tweet explained President Obama’s new social media idea called Open For Questions.  This will become a forum for people to ask President Obama about his new policies and their concerns for the economy.

Karen Travers on the ABC News blog wrote about the new social media tool.  In her post, “President Obama is ‘Open for Questions’ Online” she explained the Obama campaign was the first in history to use the internet to the best of its ability.  She sees it as no surprise that they would continue using this tool to communicate with the public during the president’s term in office.

In a previous blog by a fellow student of mine, Mandy Smoot, she discusses the effects of President Obama’s blog found on the White House website.  This blog is clearly written by employees that work for Obama, and are providing readers with up-to-date information about the whereabouts and procedures of Obama’s meetings with other politicians.

The major difference between the president’s blog and the new Open for Questions tool is that President Obama himself will be answering the questions directly to the public.  This is a great form of interactivity and it is also a great way to gain trust from the public.  President Obama is truely committed to rebuilding the public’s trust in the government, and with the growing popularity of social media this is one of the best ways to start.

For more information on the Open for Questions campaign here is a video explanation from President Obama.

Can You Hear Me Now…Good

This Verizon Wireless slogan ensures customers that they can have a phone conversation anywhere.  This is no longer the only conversation that is important to Verizon.  The company wants to hear their customers and now want their customers and employees to communicate, too.

One of the most well known competitive markets is the cell phone industry.  A day doesn’t go by that consumers won’t see cell phone brands competing against one another.  In this economy competition is a serious factor in the marketing department.  How are competing companies reaching their consumers, and is it more efficient than their own techniques?

Well, Verizon has grasped the importance of interactivity through social media in order to help relate to customers and provide valuable information.  Verizon’s website is very simple to follow and clearly categorized to ensure easy usability.  If you visit the Verizon Homepage you have the option of choosing between the residential, business, or wireless side of the company.  Not only do these three sections provide information specific to their category, but they also provide something more. 

Social media tools are used as links to guide customers and provide even more information.  In the residential homepage Verizon provides consumers with forums and a news center update.  In the business homepage there are podcasts discussing better business ideas, such as going green, and they have also have links for the Verizon News Center.  In the wireless homepage there are links to community forums, a view of the weekly calendar, and a sign-up to receive email updates.

There are so many social media tools that we could discuss, but the two main tools that provide the most information is the community forums and the Verizon News Center.  The community forum provides categories for consumers to post a comment within the correct category. This allows such a larger company with numerous products to help to direct customers efficiently.  Along with the ability to post comments or suggestions, Verizon provides a few social interactive design tools.  Customers have the option to give posts kudos and developed a ranking system for each post.  Interactive design tools are a creative way to excite consumers and keep them intrigued in the site.  You can find more information on interactive design in a previous post of mine, “Future with Interactive Design“.

The Verizon News Center provides updates on breaking news, past announcements, background information, and media relation’s contacts.  There are also links to press releases, videos, and fact sheets etc.  Even though this is not essentially interactivity it is still a great form of social media to provide stakeholders with information.

The Verizon website is a great way to keep customers informed, but Verizon also has a policy blog to discuss a variety of topics.  Just like the website the Verizon PolicyBlog is categorized.  Topics range from broadband, wireless, video, web 2.0, and policies etc.  The blog is written and updated by the communication and media relations department.

In combination with the Verizon PolicyBlog and website, Verizon has truly grasped the idea of social media and web 2.0.  Will Verizon come continue to come out with even more social media?  Or will they continue to strive in what they have all ready implemented?  One thing is certain, to remain a top competitor Verizon has to continue using their social media tools to the best of their ability.

Social Bookmarking with Coca-Cola

Corporations have been using interactivity in the forms of blogs, forums, and suggestion boxes.  Coca-Cola is a world-renowned company known for the sale of carbonated drinks.  Consumers know the products and have grown-up with the company.  We can remember the advertisements when Cherry-Vanilla Coca-Cola appeared and it became the latest drink that everyone wanted to try.  The company continues to develop new flavors of soda to keep consumers returning.  Just because Coca-Cola is such a popular company doesn’t mean they can avoid engaging with consumers. 

According to the article Get Real written by Edelman Change and Employee Engagement, when the new CEO Douglas Ivester took over the company he decided it was okay for the company to rest on their great reputation.  When an issue arose over the contamination of a product in Belgium they were unaware and neglected to react.

After sales dropped Coca-Cola realized they couldn’t rest on their reputation, and found a way to communicate with customers.  The company began by establishing blogs to communicate with stakeholders and keep customer relations a strong service. 

Today Coke has removed the blogs from their site and created a new interactive world that provides chats, forums, images, and downloads for users to explore the site, learn about products, and provide feedback.  You can enter the My Coke site, select the CC Metro option, register to use the site, and enjoy the Coke experience.

This site has really helped Coca-Cola reach their audiences and get a better understanding of the marketing demographic.  Coke created another way to communicate with their audience on their level. 

The company created a social bookmarking widget known as Coke Tag.  The site was launched in 2008 and is currently active through FaceBook.  Eventually the site will available to non-FaceBook users on an open system outlet.

The post “A Smart Social Media Play From…Coca-Cola?” written by blogger Josh Catone further explains the idea and innovation behind the Coke Tag feature.

This popular bookmarking widget has become a forum for consumers to share links and ideas to allow users to create their own interactivity.  Coca-Cola may not directly talk to consumers through the widget, but they can create interactivity by studying the likes and dislikes of consumers that use their bookmarking site.

The Fear of the Comment

When a corporation looks to establish a blog, they have several concerns.  One main concern that prevents corporations from blogging is the possibility of negative comments.  Commenting is an essential part of interactivity.  Comments provide corporations with a look at a customer or stakeholder’s perspective.  These comments are very valuable in the long run, and should be handled in a specific way. David C. Skul, the CEO of Relativity, posted a video, “How to Deal with Comments on Your Blog”. 

This useful video provides advice ranging from different ways to monitor spam comments all the way to handling a negative response situation.  It explains that not all negative comments are serious.  Sometimes they stem from random people, which may not have even read the post, trying to create an issue.  If this is the case Skul suggests still remaining polite and responding to the commenter.  However he also addressed that some negative comments must be handled with action from the company to improve relations.  It is essential for every blogger to understand these tips.  Comments are inevitable and should be handled in a manner as to maintain the credibility of the blog.

If a company is concerned with the amount of negative comments they may receive, other Interactive Tools can be implemented within the blog.  These tools should not replace comments, but be used to improve the company’s reputation.  They are another method to establish relationships and gain feedback.  Once the company begins receiving more positive feedback then other interactive tools will work side-by-side to continue improvement for the company.

When developing interactivity for a corporation there are several tools to ensure your social media will become interactive.  These suggestions are very helpful for those getting started.  Several effective blog tools are forums, RSS feeds, polls, chat rooms, and trackbacks etc.   Just remember the amount of interactive tools used, should be based on the amount of time you can dedicate to a response.

Apple Avoids Social Media?

If you are an avid reader of my blog or a social media enthusiast then you know how interactivity coincides with forming great communication outlets.  Many corporations establish their customer relations because they need to find ways to control the conversations while becoming involved and responsive to customer concerns and possible negativity.  Through this need to change, new forms of interactivity and ways to reach customers grow.  This gives the companies the ability to gain customer trust and develop a strong reputation. 

Some major corporations don’t see the point in developing social media.  Are those companies in the right mind set?  Are they afraid of the feedback?  Do they not accept the current groundswell realization?  Or is the company so powerful that their top status and high reputations will survive even as more companies are improving customer communication?

In a recent post I talked about how corporations fear the negative feedback, and how they can handle the situation should it occur.  What if there are companies that fear a negative comment so little that they fell social media and interactivity is irrelevant?

It may surprise you that one major company that holds the idea that social media is irrelevant is Apple.   That’s right Apple!  One of the greatest technology developing companies avoids the social media world.  I don’t know about you, but this news shocked me.  Surely you would think a company so in touch with how people want to communicate with one another would make it their personal goal to interact with consumers.

According to an interview with Jens Alfke, the primary architect for Apple’s Ichat, realized the companies lack of social media was something he could not handle.  He tried to push Apple to realizing the importance of social medial.  He explains that other corporations are using their technology to improve communications, but to also create openness for consumers to learn about new products being released.

In years passed Apple has made sure to respond to any negative feedback that would circulate the web, but they have avoided implementing their own forms of social media.  They have the technology and capability so why not create the sites?

A blog posted on davefleet.com explains why Apple does not join in the social media networks.  The author says that companies like Apple are so certain of their positive feedback and strong company reputation that they don’t feel the need to begin communication themselves.  They have now begun to allow customers to control communication with one another.  Apple feels they could never do as great a job as their consumers. 

Apple is fully aware of the groundswell, and they are such a strong company that they have given total control of interactivity to their consumers.  The company has decided to focus on their interactive technology products to provide outlets for interactivity.

If you look at the Apple site, there is no link to blogs or podcasts, but you can find links to other customer blogs that have recently posted about Apple.

What if one day Apple has a problem like Dell and because they lack social media outlets cannot act quick enough?  Or has Apple learned enough from their products that they can afford to remain out of the social media limelight?

Communication on a Cruise Ship

The advertisement for Carnival Cruise Lines is part of Carnival’s campaign strategy to show people of any generation can have fun the way they did as children. This campaign is part of the “Funville” interactive feature.  This interaction design is one of the social media outlets Carnival has developed to enhance their communication and relationship with its consumers.

Carnival is one of the many organizations implementing different forms of social media to develop interactivity and increase their marketing strategy.  A case study done by Innovation Insight on their Intel 3.0 blog posted an interview with Carnival  Senior Manager for Interactive Marketing Strategy Jordan Corderra and Social Media Strategist Stephanie Leavitt.  The interview discusses how Carnival worked to establish their social outlets.  They also mention Carnival’s different forms of social media such as Twitter, FaceBook, YouTube, Flickr, a personal blog, a virtual tour, and their own company social network. 

Levitt uses Twitter to communicate with customers and supply online guest with updates.  One recent tweet stated that the cruise director wanted to make “open deck” available in the moonlight to create a beautiful setting on the boat.  Other tweets include personal messages to possible employees asking about job offers and guests discussing fun activities available on the ship.  The Twitter page also provides a link to the Carnival website. 

Cruise director John Head writes the Carnival blog.  His personal blog began with a focus on one specific ship, but Carnival decided to redirect his blog to broaden the topics.  He discusses his opinions suggests his ideas to gain the best experience on a Carnival cruise.

Carnival Connections is Carnival’s social network environment.  After further development it has become a site to experience virtual tours, customer interviews, and discussion forums.  This page provides a several ways to connect and communicate with employees and previous guests.  One of the virtual tours combines videos and interviews of vacationers on the ship, so newcomers can see the atmosphere of the ship with real Carnival guest’s feedback.

One of the most recent interactive forms to communicate with consumers is developed as a social interaction design.  The “Funville” section of the Carnival website has campaign videos and interactive games for users to explore.  One of the games lets users play with the beach ball or piñata from the Carnival commercials.  Another activity is to learn how to make your own animal towel, just like the ones you find on your bed.  The last element to the “Funville” corner is to enter information to receive updates and communicate with Carnival.

These Carnival features market their vacation atmosphere to consumers.  Even though each style doesn’t provide a direct contact with the company the interactive tools all spark the interest of users and keep them intrigued.  Through this involvement Carnival is able to establish a connection with its consumers, and keep them returning for future family vacations.  There are many other corporations that implement social media as effectively as Carnival and others that can learn from their technologies.