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Switching Careers? Avoid These Mistakes at All Costs

Smitten by the media? You’re not alone! If you’re in another industry vying to get into ours, welcome aboard!

There are a few key pointers to keep in mind while making the leap . Tips are courtesy of our friends at Brazen Careerist — please don’t be that guy or gal.

1. Keep it all in your head. Let’s say you’re looking for an editorial position. At first, the piece points out you’re optimistic! Excited! Downright hopeful! All of the sparkly aspects of the job come shining through.

In your head, that is.

And just like that? Wah wah wah (insert game show music here). You did not win the grand prize!

Doubts creep in, you second guess yourself and wonder how you’ll get a foot in the door while taking a step back in salary. The piece continues, “With a sigh, you mentally cross off the possibility of going down this career path.” Read more

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Score That Job: Lippe Taylor

You’re looking for work, but you can’t figure out who you really need to talk to. “Score That Job” can help.

In this episode of “Score That Job,” career expert, author and mediabistro editor Vicki Salemi sat down with Lori Rubinson of Lippe Taylor, a New York agency with clients like IKEA and Elizabeth Arden that focuses on women through public relations, advertising and social marketing.

>You may remember Lippe Taylor from an episode of “Cubes”: Cubes: Office Tour of PR Agency Lippe Taylor

Find out why they’re looking for someone who is creative, not “boring” nice and how you can “Score That Job.”

You can view our other MediabistroTV productions on our YouTube Channel.

Fake Kickstarter Marketer Lands At AOL

called out Sander Saar for creating a clever “fake Kickstarter” viral resume, in which employers could “pledge” to take him out for coffee, give him a two-week tryout, and more, we criticized his execution.

“He doesn’t present very well in video…while an interactive CV is clever, Sander really should have his actual resume on the site.” And so on.

Well, check it out. According to his LinkedIn page he has been working at goviral, an online video distribution agency in AOL’s group, in London, since last September.

Congratulations, Sander!

Meredith Xcelerated Marketing Staffs Up

Meredith Xcelerated Marketing (MXM) has brought on four new hires from the media and agency worlds, MinOnline reports.

The new hires are Tom Donnelly, formerly of CQ Roll Call, Gail Weiswasser (pictured), social media VP at Discovery Communications, James P. Clark of Mindshare and Megan Malli of AKQA.

Donnelly will be VP, public affairs at MXM. Weiswasser’s new title is VP of engagement. Clark, who led integrated paid and earned social media programs for Sprint’s digital presence at Mindshare, will be strategy director, and Malli will be senior account director.

MXM is an arm of Meredith, the media company that publishes Better Homes & Gardens among other titles. But MXM takes that experience and turns it into marketing wins for clients like Kraft Foods, Acura, and Lowe’s.

The ‘Google Test’ Eliminates Almost All Candidates From This Hiring Manager’s Consideration

The “Google Test” is “type your name into Google and see what comes up.”

But what David Meerman Scott is looking for when he Googles you is not the absence of party photos. He’s looking for the presence of content.

“On the Web, you are what you publish,” he says. “For many job seekers, what pops up on Google are a few random things (like your membership in the company softball league), your LinkedIn profile, and not much else. Sometimes there is a Twitter feed but frequently it was started years earlier and has been abandoned or it’s only updated a few times a month.”

“With more senior people, I always laugh when the top content when I Google your name is the press release that your company issued a few years earlier to announce you are joining.”

If you’re a marketer, you need to be creating content, he says. CEOs are not looking for managers, “they’re looking for doers. They want marketers (even at the senior level) who are passionate about creating content on the Web.”

Meerman Scott says that his CEO friend Jon Ferrara, who is looking for a senior marketer right now, agreed that the “Google test” will eliminate most candidates from consideration.

So don’t delay. Don’t think “oh, I really should update my Twitter” – just try it.

Dollar Shave Club’s $4,500 Video Broke Its Site

Everybody is talking about Dollar Shave Club, the site that launched on Tuesday and promises to send you a month’s supply of razor blades for a buck plus shipping.

The premise is sexy enough that that fact alone might have grabbed them plenty of new business, but we’re betting the hilarious promo video didn’t hurt.

It feels Old Spice-y (more tennis, fewer horses) but cost $4500 to make.

On the first day, Business Insider says, the site crashed from interest. Dollar Shave Club still managed to sign up 5,000 subscribers that day, which was Tuesday. Now they’re up to 12,000.

CEO Michael Dubin told BI:

The wonderful thing about Dollar Shave Club is that we get to tell a unique story these days and build a unique brand because we’re on the internet and because the rules are different there.
We can be irreverent, but we can be direct. If you look at the video, we are communicating the whole time the product and service benefits. We’re talking about product and pricing. We’re talking about convenience. Yes, there’s a couple of jokes that don’t talk about the business there, but our goal with creating the video was to teach people about our business. And give them a laugh at the same time and that’s going to make them remember it more. I don’t see humor as a conflict. I see it as a vehicle to communicate those same points that other people are doing in a very dry way.

Is there a line that you can cross and it becomes too funny? No I don’t think you can be too funny, but I think you can get too sloppy, but we’re never going to get sloppy. We’re always going to be very communicative with our customer about their product benefits. I’m sure we’ll make mistakes along the line and we’ll be very direct about that as well.

Buying your razors doesn’t have to be a boring, humorless experience. In my opinion nothing should be a boring, humorless experience. If I can make five minutes out of everybody’s month an enjoyable five minutes and they get a great shave on the other end of that, then I’m really happy and I’ve done my job.

For more about this startup, read the interview. Just a reminder that a really slick-looking video can have a huge impact with not very much money.

Twitter Plans Brand Page Revamp

Twitter is planning to allow marketers to “build experiences on Twitter” the same way that a brand’s Facebook page can be far more complex than a user’s Facebook page, AdAge reports.

The new features will include e-commerce, contests and sweepstakes. No date has yet been set for when they’ll go live, but Twitter’s telling clients sometime this year.

That’s good, because the only features that currently differentiate a Twitter brand page from a regular user page are a large, customizeable header and the ability to make a certain tweet “sticky” at the top of the page.

Ad Age points out that the e-commerce feature is particularly interesting, because “Twitter co-founder and Executive Chairman Jack Dorsey is also CEO of mobile-payments company Square.”

Some companies have already begun experimenting with commerce on the site: American Express is sending offers to Twitter users who perform certain actions, like using a particular hashtag.

Brand pages are available on Twitter only to advertisers.

The Best Brand Timelines So Far

Facebook Timeline has just gone live for brands, and Ad Age says “it’s as if dozens of little corporate museums just launched on Facebook.” Coca-Cola has posted memorabilia going back a century and a half, including a handwritten letter from a store owner praising Coke, the New York Times is posting historical front pages, and Old Spice has decided that it was created when a ship’s captain and a one-eyed leopard “accidentally mix space rocks, tank weaponry, a race-car spoiler, cool sunglasses and a vampire fang.”

Ad Age has posted a handful of its favorite uses of the new storytelling medium. Here’s another, courtesy of a commenter: the Timeline for the new show Dallas. The show is a continuation of the original ’80s drama, and so to get new viewers up to speed, the page features one of the old show’s characters telling “the truth about the Ewing family”–aka the plot of the original series, complete with stills and movie clips.

While this is certainly a powerful new tool for brands, it’s important to use caution. We note that Coke has plenty of information about “New Coke” (perhaps its biggest failure as a company), which is admirable, but will BP promote information related to Deepwater Horizon?

Stay With This Marketing Agency And It Will Make Your Dreams Come True

Dallas-based The Marketing Arm, a marketing and promotions company, is offering a fairly big chunk of cash to anyone who’s been with the company 7 years or more.

According to the Dallas Morning News the company has recently announced that anyone who’s been with the company for seven years will get seven days off and $2,500 to do something crazy they’ve never had the time or money for. Employees with 15 years of service will get 15 days off and $5,000.

The program will cost between $125,000 and $200,000 each year, depending on how many people take the offer.

The catches:

The days have to be taken in one chunk. The time and money must be used to do something personally rewarding or something that betters the lives of others. A four-person review committee approves proposals.

About 50 staffers qualify this year (including those who’ve already passed a seven- or 15-year milestone). Some of the things they’ve planned:

Travis Dillon, director of property management, wants to go to surfing camp in Costa Rica.
Stu Hill, senior conceptor (that’s someone who creates marketing concepts), wants to travel to India for a meditation retreat.
Michelle Palmer, senior vice president, wants to learn how to paint at an art school in Sedona, Ariz.

The Marketing Arm is a part of Omnicom and counts AT&T, Frito-Lay, American Airlinesand GameStop among its clients.

How Social Music Can Be A Marketing Strategy

Here’s another new technology that marketers should keep on their radar: how to integrate digital music into their online campaigns.

According to Smartblog on Social Media, services like Spotify and Grooveshark are more than just social novelties.

Here are a few ways businesses can use digital music in their marketing strategies, courtesy of Smartblog on Social Media.

  • “Give your customers a takeaway….Using services such as Grooveshark or Spotify’s partner,, businesses can create compilations for patrons to reinforce the memories from an establishment….It reminds them of a delicious meal, an invigorating workout or that really sassy outfit they purchased while in your place of business.”
  • “Showcase your personality….If you own a little coffee shop and want to keep the atmosphere filled with calm and easy vibes, you can take an evening to compile songs that you feel best fit that climate. That can help you draw your ideal crowd and also introduce new customers to your brand personality….if I’m choosing a new gym to join, I’d like to know if it’s a ‘C+C Music Factory’ type of atmosphere or a ‘Nickelback’ one.”
  • Three more tips at the original post.