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Welcome to Webgrrls Wisdom, a blog to find commentaries about women's careers, business, technology, and the industry.

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Some of the Best LISTS of 2011

written by Maria Botta
Maria Botta
Topics: Blogs, Business, Design, Education, Events, Marketing, Social Media, Technology, Women in Technology
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In that weird time between Christmas and the start of the next year, I love reviewing the year. My 2011 has been quite remarkable, I accomplished many goals and ticked off a few things on my bucket list, including graduating from Thunderbird in Europe, attending Sundance, visiting India and Germany – and overall, just had a wonderful time of travel, friends, and family throughout. 

Now it’s time to read the Top and Best of lists for the year, and as 2011 winds to an end, and we start to get a peek at 2012, it’s time to review what 2011 brought us…. and some of the lists it has spawned.

Here is a list of some of the Best Of lists of 2011 that I have found… I would LOVE to hear some of yours!

  1. 50 Economic Numbers From 2011 That Are Almost Too Crazy To Believe
  2. 19 Biggest Social Media Moments of 2011
  3. 2011 Top Ten Global Topics
  4. Top Selling DVD’s
  5. 2011 Best Companies to work for
  6. The Best Movies of 2011
  7. The Best Artists of 2011
  8. Top 10 Songs of 2011
  9. The Best Games Of 2011- Awards
  10. The Best of Ted Digital
  11. The Best Cocktails of 2011 and where to drink them
  12. Top Cars of 2011
  13. The Top 10 Marketing Infographics
  14. Best Photos Of The Year 2011
  15. The Best of 2011 by Discovery
  16. 10 Best Commercials of 2011
  17. 2011 Year in Review: Best in art
  18. 50 Best iPhone Apps 2011
  19. 2011 Top Ten TV Shows
  20. The 50 Best Websites of 2011
  21. Best Books Of 2011
  22. 2011 Best Dressed Celebrity Women
  23. Forbes Most Powerful People
  24. Best Of 2011 Pop Culture’s Tastiest bits
  25. Best of 2011 – The Superficial
  26. Forbes Most Powerful Women
  27. The World’s Best Hotels 2011
  28. Best Young Tech Entrepreneurs
  29. The Best Mixtapes of 2011
  30. The Best of 2011: Job Search and Recruiting
  31. The Best of 2011 – AOL
  32. Best of 2011 Brands and Films
  33. Most Admired list of 2011
  34. Top 10 Wines of 2011
  35. 2011 Best Places to live
  36. The Most Viral Fortune 500 Brands

So the Myan calendar ends in 2012. So what? My calendar ends in December. I just buy a new one. ~ Mr. Youngblood Geography teacher

And in 2012, pending that the world won’t end, here are some interesting lists of things to look forward to.

  1. Color of the year 2012 – Tangerine Tango
  2. The Top 10 Franchises for 2012
  3. Where to Invest 2012
  4. 2012: Beginning of the End or Why the World Won’t End?
  5. The List: 2012

Now as I am thinking ahead to 2012, making my resolutions, planning, strategizing and imagining what the year ahead may bring… I wish you all an amazing 2012.

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The rising importance of online video.

written by Maria Botta
Maria Botta
Topics: Business, Career, Marketing, Technology
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As consumers spend more and more time online, it’s critical for marketers to reach our consumers at the right time, with the right message, communicated in the right way. Tools that help drive those insights help us stay on the cutting edge.
~ Gayle Fuguitt Vice President, Consumer Insights, General Mills

Most of my career I have worked as a traditional producer, and have had the privilege of working on commercials, TV programs, documentaries, long and short form film projects, corporate videos and pretty much any form of moving image communication – but in the last 3 years I have gone from producing traditional video communications, to producing video content specifically for online dissemination across proprietary and for pay platforms.

I have to say, it is a very exciting time, as we witness the evolution of the internet, going from a static environment to that of moving images. Marketers are creating online video for everything from replacing boring static online catalogs, to fully branded webisodes.

This evolution has created a new medium in itself, completely different from the antiquated platform of TV, so it’s no surprise that this new medium presents a challenge to advertisers and marketers on HOW to message the audience. The online environment has infinitely more channels, and there is lots more content ….. this represents a great challenge and an opportunity for marketers to truly engage their audiences. What I like is that there are no hard and fast rules regarding this new medium, so it’s exciting to come up with ideas as you go along.

Instead of “adapting” a :30 or :60 ad made for TV, and recognizing that this is a new medium – my clients have created video communications specifically designed to engage online audiences.  In the past 24 months alone, I have worked on 5 different online video projects, for 5 very different clients, with very different communication goals. All of them chose to include online video as a cornerstone to their overall marketing strategy – and all have achieved great results by doing so.

Research shows that creating quality original content represents a huge opportunity for brands, because original content has the best effect on consumers’ recollection of brands, as well as fostering positive sentiment.

Below are some of the projects that I mentioned.

  • A non-profit start-up, used a short film to illustrate their work and their mission. The video was used for fundraising purposes, and the results have been great.
  • For General Mills, we created 20 “How to videos” in English and Spanish. The videos where then deployed on their proprietary microsite as well as on several independent channels including youtube.

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Bisquets de Queso y Bizcochos de Fresa
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  • To increase attendance at an annual national conference, one of my corporate client in the software development space, we created several “invitation” and “welcome” videos that not only were deployed on their website but also as part of an email campaign.  As a result, they increased their attendance by 30%. 
  • A film for the NROTC for the US Marines, geared to the parents of prospective NROTC candidates. 
NROTC (Naval Reserve Officer Training Corps) Marine Option

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  • While at Graduate School at Thunderbird, I directed and produced for the Marketing Department 4 candid student interviews, that are used on their YouTube Channel and for recruiting.  
    Executive MBA Student Perspective – Choosing Thunderbird
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All of these projects involved telling a story, an entertaining story that connected with their audience and compelled them to listen and watch. 

The growth of online video has been exponential

  • According to a recent study by emarketer, US online video ad spending will grow by 43.1% in 2012 making it the fastest-rising category of online spending.
  • In 2015, online video ad spending will reach $7.11 billion.  
  • The total US internet audience viewed an all-time high of 42.6 billion videos in October.
  • 184 million US internet users watched online video content in October for an average of 21.1 hours per viewer, according to comScore.
  • A study by Philips (electronics) found that 80% of people who watch video content online do so on laptops

It’s still going to be about the people who can tell a story, you can own the TV network or outlet but you need to hire the people who can tell the story or you won’t own it for long. Michael Eisner, former CEO of Walt Disney and founder of The Tornante Company

One of the reasons that marketers are moving towards online video content could be the growing migration towards watching content online, the 2010 study from the Pew Internet & American Life Project, indicates that 69% of adult internet users, or roughly half of all U.S. adults (52%) have used the internet to watch or download video.

It’s not only important to produce a good quality video that engages with your audience, but it’s equally important to deploy the content on all relevant platforms, including social media and proprietary websites. Your video can be as simple as the ones I featured or as complex as creating webisodes.

Still, there are some challenges, including clients understanding how to properly measure ROI. However, there are better technologies to do so, and changing monitization models – this is all very fluid stuff because constant refinements are happening everyday.

If your company is not using video communication as part of your marketing strategy, you are missing an amazing opportunity to really connect with your audience with a message that is relevant. You can start small by experimenting with simple videos and move on to more complex ideas – but don’t wait!

 

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Can’t we ALL just get along??? The rise of incivility

written by Maria Botta
Maria Botta
Topics: Business, Career, Education, Leadership, Mentors & Motivators, Technology
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Civility in America should be an inalienable right. Americans have a right to defend their names and explain their actions and opinions, but the increasing unruliness in the public square is worrisome and demands attention and new solutions.
~ Jack Leslie, Chairman of Weber Shandwick

This time of year tends to bring out the best and worst in all of us, we are constantly reminded to do good throughout the holiday season, starting with Thanksgiving and ending somewhere around New Year’s Day. These holidays remind us that we are ALL humans, sharing this little planet we call earth.  

However, lately I have noted a disturbing trend of incivility, at the workplace and everywhere. Sometimes, the consequences of these acts culminates in injury and the loss of life, as we have witnessed during Black Friday’s most popularized incidents of pepper-spray and blood in the shopping aisles. These type of incidents where not isolated, and in fact there are reports of this happening from coast to coast, one of the worst was in a mall parking lot near Atlanta, GA where two men got into a parking spot altercation and one shot the other dead. 

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Watching this video makes me think of how sharks react during a feeding frenzy.

In fact, according to the study “Civility in America 2011″ conducted by KRC Research, most Americans report they have been victims of incivility (86%). Their most common encounters with rude or disrespectful behavior come while driving (72%) or shopping (65%).

The study also reveals that Americans admit to perpetrating incivility — approximately six in 10 (59%) Americans acknowledge that they themselves have been uncivil.

It’s not only in the shopping mall, but also in professional exchanges that I have noticed ruder language and uncivil behaviors, on occasion leading to violence. The Society for Human Resource Management (SHRM) defines incivility as “seemingly inconsequential inconsiderate words and deeds that violate conventional workplace conduct.” The study found that 86% of Americans report they have been victims of incivility. The same survey also found that over a third of the respondents believe incivility in the workplace is on the rise.

I have also heard from jobseekers who are experiencing a tremendous amount of incivility from recruiters and employers alike – and it’s not just the unanswered phone calls and questions, it’s just plain rude responses, with a total lack of compassion. Often times people mask their rude behavior by saying something like “it’s my honest opinion” “I’m going to give it to you straight” etc.

Incivility can come from co-workers or the public sector, in the 2009 Institute of Education Science (IES) School Principal Survey on Crime and Safety, approximately 11% of school principals reported that students were verbally abusive to their middle and high school teachers.

The cost of rudeness and incivility

In the 2009 book The Cost of Bad Behavior: How Incivility Is Damaging Your Business and What To Do About It, my former Thunderbird Professor Christine Pearson and Christine Porath say that the problem of incivility in the workplace has been compounded by our increasing tolerance of nasty behavior as a culture.

Surveys by researchers Porath and Erez, indicate that in the workforce, after experiencing rudeness most people lose time and focus, work less and slack off more, and think more about leaving the organization. In addition, 94% of people get even with the rude person or with their organization (88%). 

Does this have a deeper meaning?

The latest scientific research backs up with detailed molecular and cellular mechanisms what June Cleaver (and we) always knew intuitively, that through adolescence, the human brain is molded by the social environment in which a child is reared. A disrespectful, stressful social environment is a neurotoxin for the brain and psyche, and the scars are permanent.
~  Neurobiologist; Author, The Other Brain

 

  1. Are common courtesy civility, manners, and politeness a thing of the past?
  2. Are Americans becoming ruder as the economy is spiraling downward?
  3. What happened to our society?

According to Neurologist Dr. Douglas Fields – people (and animals) living together in large numbers must develop strict formalized behaviors governing interactions between all individuals in the group, or there will be strife and chaos. …. “The formal “Yes, Sir, Yes, Ma’am,” is not a showy embellishment in the military; strict respect and formal polite discourse are the hub of the wheel in any effective and cohesive social structure. Stress is a neurotoxin, especially during development of a child’s brain.

During the last 2 years I have traveled extensively, and I am always “shocked” when I encounter a polite culture – it would seem that even the French are far more civil and polite than we are. But it wasn’t always like this, when I was in school we where taught manners and etiquette at a young age, and respect for adults – this is unheard of today – so I hold little hope for the pendulum to swing back any time soon.

So what’s the answer?

Travel is fatal to prejudice, bigotry, and narrow-mindedness, and many of our people need it sorely on these accounts. Broad, wholesome, charitable views of men and things cannot be acquired by vegetating in one little corner of the earth all one’s lifetime. ~ Mark Twain

Even though our “society” is becoming ruder, I am trying to stay on track leading with kindness, consideration and respect in business – OK, I don’t always succeed. Not only does this feel right to me, and is in line with my core values, but I believe that people who demonstrate decency and kindness have better relationships. In the end, the kind person wins over the people who have a continual “attitude”. 

When people are consistently rude, it’s important to call them out on it. If it entails common courtesy, it’s usually best to deal with it one on one, but if it involves actions potentially perceived as bullying or harassment, it’s a good idea to get human resources, involved.

Take a moment, smile and be kind – it NEVER hurts. 

 

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