Disqus - Latest Comments for laurenfernandez

Re: How To Convert Social Media Fans Into Foot Traffic

laurenfernandez — Thu, 05 Sep 2013 17:04:16 -0000

Maybe I'm confused, then, as to why you said you make the actual location interactive. At some level, staff needs to be aware of the contest, how it works, and what it will accomplish.

Apps are great, but there is also education for the customer AND staff. Staff will need to answer questions if the customer doesnt understand the app, or the form. It's a big hurdle that many faced when QR codes were big.

Re: How To Convert Social Media Fans Into Foot Traffic

laurenfernandez — Thu, 05 Sep 2013 16:22:02 -0000

I think that's a steep slope. It puts a lot of responsibility on staff, servers, etc to execute and be on top of your campaign. Busy happens, mistakes can happen and its really hard to keep track if you don't have a handle on it from the corporate side.

We do many tie-ins, but try to make it as easy as possible for our in-store staff, and focus more on the customer action.

Re: How To Convert Social Media Fans Into Foot Traffic

laurenfernandez — Thu, 05 Sep 2013 16:05:47 -0000

Thanks!

Re: How To Convert Social Media Fans Into Foot Traffic

laurenfernandez — Thu, 05 Sep 2013 13:38:11 -0000

You got the brain rolling on what I ended up talking about, so THANK YOU for that, my friend.

It's true - Morton's is very lucky in that we can push some dynamic food. And, you're right... so many start with the channels and metrics and don't think of the base. Hard to go from the top down.

Re: How To Convert Social Media Fans Into Foot Traffic

laurenfernandez — Thu, 05 Sep 2013 13:14:30 -0000

Thanks, Lacy! I appreciate the kudos.

Re: How To Convert Social Media Fans Into Foot Traffic

laurenfernandez — Thu, 05 Sep 2013 13:14:17 -0000

I would say to not shy away from RTs and Likes.... but build on it. Our C-Suite is always interested in qualitative metrics, so we always include them.

I show them that it is the foundation of our results, but that we need to be able to look past it to show more of the bottom line. Education is key - once they understood superficial metrics vs. ones we needed, I was able to do a lot more.

Re: The Samsung Galaxy MEGA is a MONUMENTALLY MASSIVE Mecha

laurenfernandez — Wed, 04 Sep 2013 12:36:18 -0000

I guess I'm confused, then. Do you pay for the product? FTC requires disclosure if you receive free product as well, because they do view it as a payment when it comes to reviews.

Whenever I read a tech review, I don't want to be misled, and do truly want to understand what went into it.

Re: The Samsung Galaxy MEGA is a MONUMENTALLY MASSIVE Mecha

laurenfernandez — Wed, 04 Sep 2013 11:43:39 -0000

The FTC requires that you disclose your paid relationships in every article - having it in your bio is not enough. It can be a slippery slope, but I would have never known about your relationship with AT&T if it wasn't pointed out in the comments. I would have thought it was an unsponsored, unbiased opinion.

Consumers/Readers in general will not click to read your bio, and I think its a bit pompous to assume readers would find you that interesting that they would click/know the disclaimers.

Maybe I read your comment wrong, but it comes across very defensive and naive when it comes to FTC rules.

Re: You're in Sinbad's House., Today, Kevin and I stood with Wendy.

laurenfernandez — Mon, 01 Jul 2013 16:17:32 -0000

Love.

Re: The Bare Truth About Social Media Marketing

laurenfernandez — Thu, 27 Jun 2013 15:39:03 -0000

"The number of companies who have outsourced their social media brand voice to an agency or third part of some sort is higher than ever. And I’ve no idea the stats on corporate response rates to efforts, but they can’t be especially interesting."

This bothered me. As someone who handles social media on the brand side, I can name 125+ individuals who do the same thing as I do across the world. We don't outsource, but are killing it on a daily basis. Know why we don't talk about it? Because we are working behind the scenes to create some awesome stuff. I encourage you to look and see who you can connect with to talk about it, because I can promise you... it's VERY interesting. The efforts, the response rates, everything.

You gave me a lot to think about - and a lot of motivation to keep showcasing our work.

Re: The 5 Ways You Stink At LinkedIn

laurenfernandez — Mon, 11 Jun 2012 14:03:16 -0000

Hey Scott - have you talked with the business side of LinkedIn lately? They just showed us some really cool stuff they are doing behind the scenes from a brand perspective - I was pretty impressed. It's a bit past just recruiting, and there is a way to brand pages and advertise. Its in infant stages comparatively, but we are looking at it as a basis for our overall company's branding. (We have 50 brands under 1 overarching parent company)

Have to agree with you on all of the fluff of the 5 points.

Re: Why are America’s fastest-growing companies killing their blogs?

laurenfernandez — Mon, 30 Jan 2012 14:25:08 -0000

Thanks for the thoughts. I'm well aware of content strategy and what works for our brands. You can't have a band-aid approach to anything in social media. I can be viewed as a "Publisher" with a different type of approach.

There is a BIG difference between brand ambassadors/blogger program than a corporate blog. I never said we didn't have brand ambassador programs - actually, it's quite the opposite. We find value in WOM and brand ambassadors, as opposed to corporate blogs.

I'd like to correct an assumption of yours: My company isn't a "themed restaurant chain." Actually, only a few of our concepts are that out of 36. We actually just bought Morton's, McCormick & Schmick's and own hotels/casinos.

Re: Why are America’s fastest-growing companies killing their blogs?

laurenfernandez — Mon, 30 Jan 2012 09:23:31 -0000

I work for a pretty big company. We have 36 brands with more than 300+ locations. Know how many of them are on a blog? 1.

Why? OMG, Why? many may ask.

I have to tell you, we use analytics to mold our content strategy and to see what gets people in our stores. At the end of the day, we want to know what impacts our bottom line and where the customers are. We've found more success on Facebook, Twitter and microsites than we have blogs, mostly because our strategy isn't only based on raising awareness or providing information. Tumblr is better suited for our needs as opposed to 250+ word blog posts.

Each brand is different, and we have found success when our chefs tweet, Tumblr and use Instagram. It's that personal touch that makes our repeat customers want to come back in and talk to Carlos (as an example - you can find him @c_e_rodriguez.) His personal Twitter ties into our overall content strategy, but I don't police him. Him being him gets our loyal customers in the door every week. They love conversing with him and the open kitchen mentality we have for that brand.

I think many brands have a hard time connecting their sales strategy into blogging. Even further, they have no clue how to tie WOM into blogging. That's the sweet spot on blogging - the WOM that will get people into stores. I might be more open to blogs if we could tie our brand ambassador programs into them and be able to show an increase in foot traffic because of efforts.

At the end of the day, my execs want to see an increase in sales and an impact at the bottom line. They'd probably laugh at me if I went the awareness only route :)

-@cubanalaf

Re: Content Strategy: Getting Judged as a City Girl

laurenfernandez — Thu, 18 Aug 2011 13:23:48 -0000

I'm trying to school myself on SEO..... perhaps I should attend the Badrina House of SEO Pain.

Re: Kelly Cutrone’s, Normal Gets You Nowhere + A Giveaway

laurenfernandez — Mon, 27 Jun 2011 11:17:33 -0000

Kelly Cutrone is everything I strive to be: blunt, honest and very business driven. I hate that women are always assumed to bring in their personal baggage, and I find Cutrone's philosophy on it refreshing, to the point and what we should all encompass on a daily basis.

Gen Y, I think, could really learn from books such as this (thinking of #u30pro here) from this type of thinking:

A lot of people say they want to be special, but they don’t want to do the work or to occasionally eat crow in order to grow.

A-men.

Email: laurenafernandez@gmail.com :)

Re: Competitive Streak: The Gen Y Flaw?

laurenfernandez — Tue, 24 May 2011 10:49:02 -0000

Thanks for stopping by with the comment.

However, I am 25 and financially independent, so thank you.

Re: http://tracycalabrese.com/post/5218059457

laurenfernandez — Thu, 05 May 2011 13:46:56 -0000

Losing your job is hard, but I am so proud of your grace, style and poise in this entire process. You just kept going when others would have stopped, always with a positive attitude and even giving me a few pep talks!

I know this will be a great journey for you. I'm proud to call you my friend, too - Felicidades!

Cheers to you and many years at GH, I know you'll know their socks off.

xo LAF

Re: 11 Signs You’re a PR Professional

laurenfernandez — Thu, 21 Apr 2011 13:22:14 -0000

Thanks for the comment, grammar police. However, saying "PR pro's" instead of "pros" means you're calling the kettle black.

Re: 11 Signs You’re a PR Professional

laurenfernandez — Thu, 21 Apr 2011 11:26:10 -0000

This. Is. Brilliant. Thanks for stopping by and sharing!

Re: 11 Signs You’re a PR Professional

laurenfernandez — Thu, 21 Apr 2011 11:25:58 -0000

Love this, Gee! What a great comment. #3 was my favorite.

Re: 11 Signs You’re a PR Professional

laurenfernandez — Thu, 21 Apr 2011 11:25:45 -0000

Love it! And that is so true.

Re: 11 Signs You’re a PR Professional

laurenfernandez — Thu, 21 Apr 2011 11:25:34 -0000

So true. Who would have thought that I'd know so much about different industries - and some quite random?

Re: 11 Signs You’re a PR Professional

laurenfernandez — Thu, 21 Apr 2011 11:16:09 -0000

:) The 5 inch heels was more because I wanted to be funny/light-hearted. But, one of my bosses totally rocks it and just owns the room. I think it depends on the person.

I have a Droid, I just knew BB would be more recognized. Catering to the audience, I guess? :)

Thanks for stopping by!

Re: Are You Breaking Up with Me? Losing the Awkward Moments that Ruin a Vendor Client Relationship

laurenfernandez — Tue, 12 Apr 2011 08:53:22 -0000

Agreed. As a PR professional/digital strategist/whatever hat I'm wearing that day, I have to always go back to the budget and what my client can handle. I think it's also tricky to manage not only client expectations, but the agency client's expectations as well. A lot of times, they are getting pressure from all sides. This is why I advocate once a partnership is built for the three sides to sit down and discuss.

Thanks for stopping by - great point.

Re: Are You Breaking Up with Me? Losing the Awkward Moments that Ruin a Vendor Client Relationship

laurenfernandez — Tue, 12 Apr 2011 08:52:03 -0000

Hi Joseph,

Thanks for the comment. I spent a few hours digesting and thinking on it, mostly because it was very intelligent and required me to think past how I view the business world. I like comments that make me think :)

I disagree, though, that vendor is a bad word to use. For me, a company is a vendor until they prove themselves to be a partner. How do they do this? Through their work, diligence and commitment to making my clients the best they can be. I get called a PR person all the time, but I don't get up in arms if I'm not called an integrated communicator. Since I work on digital, PR and marketing initiatives for clients, that is more appropriate.

I do not view vendors as tools that are just there to get the work done. On the flipside, I prefer to think of them as a partner. However, it's naive to enter in an agreement with a vendor and blindly trust that they can take all information about the brands I represent and perform. They have to build and truly understand before I give them more.

I was a bit confused at the end of your comment, if only because I don't think we suggested to ever build a relationship on a lie. Setting realistic expectations is the first step in that.

Thanks again for making me think a bit more on this.

Lauren