El Gaffney

The Proof is in the People

I just read an interesting post over at Thought Gadgets, which talks about the importance of putting individuals at the front of companies’ social media efforts. I agree with just about all of it, except not sure about the thought that “the most authentic brands online are the ones that give us real people’s names.” Certainly Ford’s Scotty Monty on Twitter (where he uses his own name) @scottmonty) is a great example (cited in the post). And of course, Zappos’ Tony Hsieh and his staff counts (even if he uses @zappos and other names range from @zappos_fly to @Zappos_Service). But would Skittles Fan page on Facebook be more authentic (or successful) if its CMO or Director of Product Innovation shared his/her name and let everyone know he/she had the reigns? Probably not. That is, unless some Willy Wonka-type character (or Leprechaun) worked there as “Keeper of the Rainbow.” I’m not sure Nike+ (the example in question) gains any authenticity points for being a real person vs. having a real purpose for it – customer service, new features or linking up users and Twitters who are geographically and pace compatible. (Of course it doesn’t have to be one or the other.) No one seems to be dinging at @TOMSshoes for lack of transparency about who’s tweeting from its end. Because humanity is baked into the business (buy one pair, one pair sent to someone in need).

But that’s not to nitpick or twist words. It’s just to build and ultimately get me to a point about how in social media or traditional media: If the goal is to move away from being a faceless corporation—or in more positive terms to be human—, then you should empower your employees to bring to life the personality of the brand. Whether they become faces of the company or not and whether you do it on Twitter or TV, it still about people. And when you encourage/enable them to add their own unique personalities to the mix, that’s when you get something really special – like @JetBlue which updates who is on Twitter duty or one of my all-time favorites, Southwest’s David Holmes:

You go airlines!

Tags: airlines, brands, jetblue, nike, southwest

Marathon Update

Two months and one day left until I Run the NYC Marathon to Stop MS.

Perfect time for an update. Well, to be honest, tomorrow would probably be the perfect time given it will be exactly two months. But since I can’t guarantee there will be time write this post tomorrow, I’ll say today is the perfect time to write and tomorrow is the perfect time to read it. I’m glad we were able to compromise. Wait, but then I wonder if I should change that first line to address the many readers (double digits at least), who have better things to do than read this on Labor Day. At least those New Yorkers, who have been blessed with a beautiful one for tanning and barbecuing. (Okay, “blessed” is a bit much). And especially those people, who’ll be headed back to an office with a desk in it with a computer on it that they’ll be sitting in front of all day tomorrow. Or is it today? Tuesday? You there? Here?

Exhausted yet? Confused perhaps? I promise there’s a complete sentence. In the future. The update:

Since I (officially) started training on July 15th, I have run approximately 130 miles. That includes everything from my first 4 miles with the Run MS crew on that Tuesday night to yesterday’s 10K (6.2 mile) Nike+ Human Race, a global race which I ran solo on the West Side Highway and in which I’m currently placed 2936th (out of how many I’m still unsure). My longest distance has been a little over a half marathon, so I’m going to have to step up the mileage in September in order to have a nice taper toward mid October. That means stopping drinking and wearing white pants. (I don’t know which will be more difficult!)

In addition to training, I’ve raised $3,345 for the National Multiple Sclerosis Society—only $105 short of reaching my total goal. And with 2 months left, while I’m hesitant to explain why I chose $3,450 as my initial target (fine, it was because I’m aiming to finish the marathon in under 3 hours and 45 minutes), I’m less hesitant to shoot for a new fundraising goal of a nice even $4,000.

That’s right. Four large. (I think that’s what large stands for but if not, just refer back to the four thousand dollar figure.) Before running at that goal, I want to thank all the people who have helped me to (just about) reach my (old) donation pledge:

Jess April, Stephanie Redlener, Andrew Tchabovsky, Hara and Michael Cohen, Matt O’Laughlin, Robert Nelson, Lisa Michel, Kirsten Shiroma, Eric Friedman, Kim Nguyen, Jeff Friedman, Jason Brupbacher, Steven Krammer, Sherri and Jeff Feinman, Matthew Jung, Mark DiMassimo, Vince and Ila Gaffney, Paul Garvey, Zach Lev, Eric Mishlove, Tom Theys, Larry and Linda Fields, Erica, Dave and Noah Ellenbogen, Barry Blyn, Jen Giroux, Eve Silverman, Jason Oke, Pete Brown, Justin Eshak, Ron and Diane Kaufman, Michael Katz, Matthew Johnson, Steven Fields, Leah Zamkow, Donna and Ed Mishlove, Tori Greene, Marie Shadi, Lee Goldstein, Chad Blakenship, Slyvan Garfunkel, Arthur Marino, Phyllis and Jarrett Pikser, Aki Spicer, Noah Brier, Evan Schepps, Sarah Saline, Sean Cox, Kamila Prokop, Genna McKeel, Steve and Patti Cohen, and David Buxton…so far :)

Once again, I really appreciate all of your support. It’s both touching and motivating. Almost as motivating as my new “Power Song” (which may or may not have been featured recently on The Hills – don’t judge):

For anyone else wanting to make a donation and see their name in the bright shining lights (read as: text) of this blog, you have plenty of time. Just click on this link to donate.

Thank you.

Tags: charity, marathon, ms, nike, nyc, running

Just Blog It

Inspired by the image below (via tokyohanna) and of course this Nike commercial (via our Portland office), I made that note to self (and anyone else needing a reminder) above. That’s about as artistic as I get. (Though did I mention I have commercial-worthy handwriting?) That’s all. Now, how about that kiss.

Tags: advice, blogging, nike

The Girl Effect

You know I don’t often post Wieden work here but I just an all-agency about something compelling our team has been working on with The Nike Foundation. Asked to brand the idea of investing in adolescent girls, they—partnering with Glow Interactive—came up with The Girl Effect site and this video below:

Tags: charity, girleffect, nike, wk

Do Day: Become Legendary

Here’s our W+K NY’s most recent spot for Jordan brand. I would not be posting if it did not include some tight Hoyas footage of JTIII. Also, I’m trying to get over the fact that I’m missing tomorrow’s game at MSG because I’ll be out of town. Thanks to George for reminding me by passing on images of these Georgetown kicks.

Tags: gtown, jordan, nike