Digital Frontiers

Digital Frontiers opened up my eyes to a realm of entrepreneurship and social media that I had never explored. I signed up for this class with the hopes of expanding what I already knew about social media, and I came out of it with a brand new perspective.

Many entrepreneurial geniuses of varying experiences presented to our class, as they shared their unique visions with us. As the semester went on, I found that their tales wove into a single story emphasizing the same concepts: build a community, make it your own, and persevere.

Customers want to feel valued and respected, and I’ve come to realize how important it is to constantly engage with them through social media. Direct communication with customers and listening to their feedback fuels success. If any business fails to do so and ignores their customers, it will be their ultimate downfall. From this class, I was also especially surprised by the magnitude of Facebook’s capabilities as a platform for businesses to grow. 

The speakers seemed to embrace risk. Regardless of the potential to fail, they all aspired for their unique dreams and proved successful. They encouraged us to ignore the naysayer, seek opportunities, and find what we are passionate about. It is only with trial and error and a sense of perseverance that we can succeed.  

Digital Frontiers was one of the most valuable classes I’ve taken at UF. It was truly inspiring and fostered many skills through interactive learning such as creative thinking (a skill that is hindered by the typical online business class). I was exposed to many new modes of thought, especially by engaging in a hands-on group project. I enjoyed learning the technicalities behind using social media to build brand awareness for a music blog and using web analytics to measure milestones. I have learned to think like an entrepreneur and to embrace failure, which is merely a stepping-stone for learning, personal growth, and renewal. “The only real failure in life is the failure to try.” – Anonymous

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On a daily basis, Internet users around the world subconsciously plug in key words into their built-in Google toolbars. This habit has become second nature to almost all of us. Within 0.14 seconds, we’re able to rummage around a wealth of new knowledge and pick and choose tidbits that we interpret as valuable information. It’s obvious that the Internet facilitates communication and the spread of data. Yet, because convenience always seems to take precedence, many questions arise. Does Google make you stupid? Does collectivism pull the plug on innovation?

According to Jaron Lanier, the answer to those two questions is yes. He embodies the Morrissey lyric, “Why don’t you find out for yourself?” He believes that the current model of collaboration is destructive and prohibits any trace of creativity. Without a sense of privacy, he believes teams could only produce average work as individualism is lost completely.

Is user generated content debilitating towards learning? Clearly, open sources that simply anyone can contribute to, such as Uncyclopedia, may just be counterproductive. Laziness has reached unconceivable levels, as people even need help using Google.  Yes, the Internet does promote laziness, but it certainly doesn’t stifle creativity or inhibit learning. With much efficiency, we’re now able to make better choices and develop more in-depth solutions with less time. And as a whole, the Internet and the all-encompassing technologies appear to be globalizing education. As a universal medium, the Internet now allows for a flexible classroom setting that can be accessed in the most remote places. The Internet allows powerful communication as well as collaboration for students and teachers.  In turn, as individuals have access to such a large peer base, the process of brainstorming creates a larger pool for idea generation.

Creativity is not stifled. With greater access to information, creativity proliferates. What would life be like without Google? I can answer that.

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Painting with acrylics can be messy, but mostly time-consuming. As a wannabe “artist”, I find myself constantly dreading the time when I have to refill my palette (I’ll admit, this could just be due to laziness).  Paint hardens and dries quickly, so the process can be wasteful. A solution to satisfy artists around the world: refillable paintbrushes.

The prototype would look something like liquid eyeliner. Basically, there would be a clear capsule where you could easily pour your color of choice paint. Like the liquid eyeliner, the formula would seep into the brush. The refillable paintbrush would also have a mechanism similar to a pen; so, when you push the button, more paint would trickle down. Alas, with this effective new tool, you can now paint with ease as the process will now (mostly) hassle-free.

Without a penny to spare for marketing, success would depend solely on social media, user-generated content, and buzz. Artists alike would certainly flock to a Facebook Fan Page (synchronized with Twitter), where we’d post quirky video tutorials and fun how-to guides. The Fan page would also offer promotions for the products and highlight contests focusing on UGC. Users can submit and vote for their favorite work created with the refillable brushes. These contests could drive friends to tell their friends of friends about their latest creations. The most effective marketing campaigns revolve around creating a sense of community and engaging the users; interactive media will be essential. Buzz will ultimately drive the refillable paintbrush phenomenon.

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All businesses want and need to create buzz. This is because word of mouth initiatives are one of the most effective ways to help strengthen stories and build communities. If you hear positive reviews from a friend, credibility is automatically correlated with brand XYZ. To succeed and flourish, you must pump up the marketing volume.

The Gainesvillains hope to stimulate buzz and to do so, they’re going to amplify their current marketing campaign. The main goal of the blog is to increase brand awareness so that eventually you will never have to ask or hear “Who are they?” So, by offering weekly pre-game mix tapes, the DJs hope to create value for all site visitors and promote incentives to create a loyal following. The mixtapes themselves can be very viral as they are incredibly easy to share with friends. 

The key to advertising any blog is to link, link, and link some more. Our marketing plan involves constantly commenting (and linking back to our site) on other relevant blogs. By linking to other blogs, we will not only establish our online presence and brand, but also build relationships via networking, and possibly gain pingbacks. We will also expand our presence on social media sites by making Twitter a supplement to our current music selection and yes, by linking some more on Facebook for local upcoming events.

It’s not confidential; The Gainesvillains’ blog has even more potential to become viral. We want this blog to become increasingly interactive, as we’ll encourage users to submit their own remixes, mixtapes, reviews, and more. We’re all in favor of generating a thriving community. We will create a great platform for users to showcase their own unique talents. When a loyal following is established, we hope that a strong level of user loyalty and interaction will translate to our brand as a whole (including our pages on Twitter, Facebook, etc). 

In a nutshell, The Gainesvillains have their eyes on the prize: brand awareness. We plan to achieve this coveted medal by creating value for blog visitors, establishing a loyal following, and building a community by promoting user-generated content. We’re going to pump up the advertising volume to the max. This is music to my Web 2.0 ears.

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The Internet is a vast blank canvas where we can share our creations on a global scale. As Americans, we’re extremely fortunate that we can freely use our words and thoughts to form our palette. We’re used to expressing ourselves instantaneously as we tweet and blog whatever comes to mind in mere seconds. The principle of freedom of speech is a right that Americans take great pride in.

Lately, controversy arises as to whether the Internet’s material should be regulated – an unmistakable violation of our First Amendment. While there are many users who clearly abuse this right, to censor this ability would be unjust. Freedom of speech on the Internet fosters a sense of individualism and collaboration, spreads ideas, as well as enables communication at a rate that is unmatched.

Various forms of censorship have spread around the world. A human rights group, Reporters Without Borders (RSF), constructed a list of countries that are now regarded as “enemies of the internet” due to their suppression of information. Egypt was recently added to this list after their government amplified censorship following threats of terrorism. To access the wireless internet at any public venue, citizens must enter their name, phone number, and email. Users are only granted access as soon as they confirm their mobile number via text message. 

Though worldwide liberty on the Internet may still be a “pipe dream,” the fact that a few countries have been removed from RSF’s report leaves me feeling hopeful. I may be blinded by optimism, but I hope that as the Internet continues to spread globally, freedom of speech will eventually proliferate.

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To build a brand, one must tell a story. To tell a story, one must build a community. An excellent place for any business to start their social media campaign is the omnipresent force, Facebook.

User generated content can be a true blessing, especially if it’s through a Facebook fan page. It is a remarkably easy tool for any business to gain a following and engage with customers. It’s all about establishing a platform and allowing clientele to have their voices heard. Customers want to share their unique opinions and stories. They yearn to find other like-minded individuals who share in their passions. They want to be included, and to feel like they belong to a supportive team. Essentially, a fan page can help establish and foster a loyal community.

Yet, user generated content can also be a curse. It’s possible that the credibility of users may be questioned. Due to biases, some customers may not necessarily be experts so the content they submit may be dubious. Another possible pitfall is an outburst of complaints. Offering customers such a platform enables them to express their opinions freely. Though, when the company is responsive and responsible for these issues, they are bound to build goodwill.

Want to become a social media mogul? Take some tips from Coca-Cola. Over 5,000,000 Coca-Cola fans on Facebook cannot be wrong. What strikes me the most about this case is that two fans started the fan page for mere amusement. Instead of taking control, the company empowered these fans to maintain the page. The fan page has almost 100 fan videos, 5,000 fan photos, and an active discussion board. These fans feel important and they know that Coca-Cola really cares. Coca-Cola fans are inspired to share their stories with a flourishing community of brand enthusiasts.

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Conversion marketing is absolutely vital for the survival and evolution of any business. It involves the customer performing a certain action directly resulting from marketing schemes. In most cases, the desired action is simple: buying a product. It’s not nearly enough to just browse a website and register a few clicks. Thus, the “conversion” is only complete when the casual online visitor becomes an actual paying customer. Yet, capital is not always the end goal. For instance, let’s examine the case of The Gainesvillains blog.

The blog hopes to dramatically increase daily hits by attracting local music aficionados. You may wonder; how exactly will the blog lure them in? The Gainesvillains will soon offer an irresistible downloadable weekly mix tape. The blog’s riveting content also includes musings on local music entertainment, embedded videos of flavorful remixes, and the like. So, we can measure the blog’s “conversion rate” by looking at how many visitors take the time to watch a video or comment on a blog. Our main focus will be on how many visitors are actually downloading these mix tapes.

At first, the amount of data available will seem endless and downright overwhelming, but please don’t lose any sleep over this. A tool guaranteed to make your life much easier is Google Analytics. This website will allow you to manage and observe in-depth data about your website’s visitors. In this case, we can now solve many mysteries about the users who download these mix tapes. Were they simply amused by our tweets? Do they even live in Florida? Are they loyal visitors or first-timers? The list goes on and on.

You should first decide what you want your visitor to do. With Google Analytics, you can see how effective your marketing campaign has been. Now equipped with valuable new knowledge, you can adjust your tactics accordingly and help your business succeed.

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Stop the presses. College students of Gainesville will soon be altering their daily Internet routines. Yes, they will continue to check their email every 15 minutes, only to delete useless listservs that flood their inboxes. And yes, for now, Facebook remains the primary tool to fuel procrastination. Though, I predict that change is coming. In next to no time, they will be adding The Gainesvillains’ blog to the mix.

The blog, updated by the premiere DJs of Gainesville, is like Facebook’s News Feed except for the fact that it’s actually relevant. Stay up-to-date with local entertainment and be the first to know about upcoming concerts.  Preview original tracks and excellent remixes produced by The Gainesvillains themselves. Or, if you’re in for a laugh there’s plenty of witty social commentary to go around. Either way, you will be in the know. When your friend stops you in Turlington Plaza and asks, “Did you hear?” you can confidently proclaim, “I heard about that two weeks ago. The Gainesvillains told me so!”

To apply the Google method, The Gainesvillains plan on cementing that human connection. There is already plenty of searchable content available for mass distribution. You can become a fan on Facebook, listen to tracks on Myspace, relive past events via Flickr, and even tweet your heart out. So, to stimulate more attention from readers in this niche market, more collaborative and interactive media is needed. To piggyback on the success of the Asian Gaga promotional video, The Gainesvillains hope to extend their presence on YouTube by creating humorous weekly video blogs focused on Gainesville life. Do help spread the word. It is inevitable. The Gainesvillains’ blog will soon replace Facebook as the UF student’s homepage.

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The fashion industry is volatile and controversial.  Perhaps these are the two qualities that attract me most to working on the management side of this illustrious field. I enjoy that fashion is constantly evolving and that any individual can create loud statements simply with what they’re wearing. I mean, who would have ever predicted that feather jackets donned by the music icon, Brandon Flowers, would translate into the high fashion scene?

As trends come and go, the debate arises as to how exclusive these major fashion houses will remain. High fashion is becoming more and more accessible to the average consumer who is easily bored and craves innovation. Tim Gunn’s (a fashion mentor, consultant, and host of Bravo’s Project Runway) advice, “Make it work” transcends any and all barriers. He’s right. Fashion is an art form and it’s for everyone.

Haute Couture has its roots in the mid 1800s when Charles Worth created the first fashion house in (you guessed it) Paris, France. Coco Chanel, the prime fashion entrepreneur, basically revolutionized fashion in general by creating beautiful suits and glamorous quilted handbags. Her suit is the most imitated design to this very day. Later, women’s fashion showcased military cut clothes as influenced by World War I. Following the flapper styles of the roaring 20’s came unusual bright colors, the adjustment of hemlines, ethnic inspirations, and the mod style dictated by London’s rock music scene. Lately, simplicity often gets swept aside by more radical and theatrical designers, such as Alexander McQueen, who have emerged onto the fashion scene. Across time, the point is simple and the motto remains the same…”anything goes.” Popular fashion trends are truly unpredictable.

Though, no matter what trends arise in the elite and international fashion houses, one issue is prevalent: the democratizing agent in high fashion. Target’s international go-line has offered affordable collections by high fashion designers such as Proenza Schouler, Alexander McQueen, and Anna Sui. H&M had hundreds of people lining up and down the streets of New York City when Jimmy Choo released a reasonably priced collection for the retail stores. Forever 21, though, is an interesting case to note. Offering massive amounts of cheap yet chic clothing, the retailers have been sued by several fashion houses for copyright infringements. They are constantly ripping off designers like Diane Von Furstenberg, creating exact replicas of $325 dresses and selling them for $32.

So the question becomes, can you copyright fashion? It doesn’t seem like you can.  Imitators and knockoffs will always persist and it seems as though the multi-billion dollar company, Forever 21, will continue on the same path.  I strongly advocate the mentality that fashion is for everyone, and no one should have to sacrifice style because of a price… but I don’t agree with the infringement of a brand’s intellectual property. The future of the fashion industry is far too unpredictable, but as the economic downfalls suggest, fashion houses may lose reigns of their exclusivity. So, does a silver lining even exist? The consumer and designer can always make it work.

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Feelings of fear, confusion, and anxiety flooded my mind shortly after our class was assigned a very random and challenging task. We were to create as much value as possible in the span of an hour. Though, there was one twist. We had to use post-it notes.

With an entrepreneurial mindset and yellow post-it notes in hand, our group quickly started brainstorming. Overwhelmed with all of the possibilities, we thought to ourselves, “what kind of value should we try to generate?” After tossing out several and mixed ideas, we decided to combine elements of pure entertainment with the promotion of the blog, The Gainesvillains.

No matter what the circumstances are, people love to laugh and the flamboyant music artist, Lady Gaga, fascinates us all. Nick Lamberth had the dazzling idea of filming his Lady Gaga obsessed roommate dancing (while donning a neon orange spandex suit and covered in post-it notes) to the international and catchy hit, “Bad Romance.” Trust me when I say that seeing is believing.

Gaga Video

I expect that John will be next in the line of famous YouTube superstars. The video is both epic and hilarious. I assure you that the song and his classic dance moves will be stuck in your head for weeks. There may even be new trends of Post-it note Gaga videos, and perhaps even reaction videos will pop up.

By hopefully generating thousands of YouTube hits, we will undoubtedly create value by providing widespread humor to the masses. The video has long term viral marketing value, as I’m sure it will be all over Facebook and Twitter within days. Lastly, in terms of promotional value, everyone will want to know who the creative masterminds are behind this splendid work of art and will flock to The Gainesvillains blog.

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