Month: May 2015

Michael Duffy Sea Lion story….the rest of the story

Michael Duffy Sea Lion story….the rest of the story

Here is the story about a Sea Lion who jumped on a boat and stayed a while at the San Diego Yacht Club, who has been named “Gilligan.”
My friend and colleague, Michael Duffy, created a short video that went viral, and has a story to tell about Social Media, and has an example to share about this sea lion he named Gilligan, who slept with him on his sailboat.

Michael Duffy also wrote Award Winning San Diego Humane Society television campaigns.
Did you see this video?

He can tell stories about animals.
He wants to create genuine stories that he cares about, that are interesting, and then connect to what he does for a living.

Michael Duffy

The social media virality of the video was strong. Since May 10, 2015, the video has received more than 200,000 YouTube hits. If you want to check, you can click here.

We don’t have complete control over our Social Media channels anymore, but we do have more control than before.

The following is the Rest of the Interview with Michael Duffy, as he writes on May 26, 2015.

Editor: Tell me in your own words about your experience with social media and why you want to learn more.

Michael: I love to discover stories and tell them, both personally and professionally. I was fortunate enough to film a video that went viral, and I would love to have leveraged it more to increase the number of views and my business exposure.

Editor: Describe what you did when you saw the sea lion in your sailboat at the Yacht Club.

Michael: My first “impression” of the sea lion was waking up at 2:30 in the morning and hearing snoring and sneezing. I didn’t see any thing (or body) so I went back to bed. I was re-awoken at 6 in the morning to the same sounds, and in the daylight, saw the baby sea lion curled up on one of the bunks in my 41-foot sailboat “Elixir.” He very much startled and surprised me, but I felt relieved to connect the sound of the early morning with something. Although he was quite small, I maintained my distance, because sea lions can be dangerous. I grabbed my phone camera and started filming, and by that point, he had jumped from the bunk to the deck and was just staring at me, as if he didn’t want to leave. I noticed that it had an orange tag, which I assumed came from SeaWorld, which might have explained that the little pup was quite comfortable around me – it had been handled before. I softly and quietly coaxed him out of my boat, stopping and encouraging him with my voice every time he would stop and look back at me.

Editor: What happened when you posted the video?

Michael: I actually sent the video to a friend of mine who works for the San Diego Union-Tribune, Roger Showley. He interviewed me over the phone, wrote a story and posted it on YouTube. Within hours, I received requests for interviews from every local San Diego TV Station. I gave interviews throughout the day (it was Mother’s Day) and until 11:30 that night. Over the next few days, I received requests from the national affiliates of the news stations for permission to run my video, and gave several more phone interviews. Within 3 days, there were 50K hits on YouTube. There are now 170K. I also received offers of representation from several companies offering to monetize the video. Since I didn’t know much about this, I didn’t respond to them.

Editor: Was it something you would do again and if so, how would you do it differently?

Michael: It was a lot of fun, primarily for the experience itself, to have that type of rare interaction, and for it to go well – neither I nor the Sea Lion got hurt. I would love to do something like this again, and have more control of the distribution and ownership of the content I created. I would have liked to post it to the various channels myself, although I’m sure my decision to feed it through a well followed news man with substantial press following probably garnered more views, attention and impression than if I had individually posted it through my networks. In the future, I’d like to prepare my social networks for “The Next Big Story” I come across, as well as self promotional and creative content.

Editor: What did you learn about social media that was unexpected?

Michael: That fun and cute sells/travels. That it works to use Influencers to get the best possibility of spreading the story.

Michael’s Quotes…

“I woke up to the sounds of snoring and sneezing on my boat. I looked around, thinking it was a friend, but didn’t see anyone, so went back to bed.”
“You gotta go, you gotta go, buddy.”
“It’s amazing how many people who have seen/heard the story.”

Editor: What metrics did you get?

170K hits on YouTube. I haven’t specifically researched any others.

Editor: What else did you learn?

That you need to have the networks in place at all time.

Comments that were especially interesting..

-Newscasters asked me if I was waiting for the sea lion to return.
-Being in a social situation and having people ask me if, since I’m a sailor, I had heard of the story. And then their reaction when I tell them it was me.
-The compliments of the calm and respectful way I handled the situation.

Want to reach out to Michael directly? Here’s how:
Michael Duffy Creative

Posted by marybethmccabe in Blog, Marketing Tools, Mobile Marketing, News, Online Marketing
Baseball, Hispanic Marketing and Acculturation

Baseball, Hispanic Marketing and Acculturation

Are you attending any little league games this spring or summer? Is that part of your cultural experience or not? We can talk about culture, language, attitudes and behaviors for a few minutes here. Baseball, or Little League, as shown here, is a family experience and commonplace in many cultures.
baseball gameLatinos in the U.S. are one of the most rapidly expanding customer segments with more than a trillion dollars in purchasing power and growing almost ten times faster than the rest of the population (US Census 2010). Latinos are expected to become one third of the people living in the U.S. around mid-century, and about half of the California residents by that date (Berkowitz, Bao & Allaway, 2005). Acculturation is the process of embracing the culture of a host nation while keeping the culture and values of the country of origin, and it has many intricacies since it depends on the personal attitude of the individual, how long they have lived in the host country, as well as the level of interaction at work and within the local community. If companies want to effectively engage the Latino ethnic group and make them loyal customers, they have to understand the various levels of acculturation, and consider using the adequate message that respects their culture and country of origin, as well as the suitable language (Spanish or English or both) to reach their goal.

Acculturation is a process of embracing the host’s country culture, including language, attitudes and behaviors. (Kim, Laroche & Joy, 1990). In other words, it is the integration of the individual’s culture with the one of the host country. Latinos come from a wide variety of countries, predominantly Mexico, Cuba and Puerto Rico, hence they bring those cultural values and merge them with those of the host country. Acculturation is a very complex process that is difficult to understand, and even more important, to use it to create more effective marketing programs is a challenge. Acculturation is different for each person based on their attitudes to embrace the local culture, but at the same time keep their own. Other factors include the education level and the stage in the life cycle. Isabel Valdés (2000) affirms that the process of acculturation takes places at all levels of the social interaction and further highlights the importance of understanding its dynamics and the way these individuals interact, communicate and work, for companies to successfully reach this segment. It is essential for a successful marketing campaign to be in tune with their culture at all message levels: symbolic, explicit, visual and subliminal. For this reason, advertisers who want to reach Latinos should consider the complete range of acculturation, and its ever changing dynamics. Furthermore, globalization has driven this process further based on new telecommunications technologies, (i.e., the Internet, wireless communications, satellite TV, mobile devices such as iPhone® and Android® based platforms) which accelerates getting ideas and attitudes for the person living in the host nation. Some say that these same platforms such as Facebook and Twitter also help immigrants to stay in touch with their family and friends in their country of origin, sort of a “reverse acculturation” process. We can tackle that discussion at a later time.
For now, let’s just enjoy the freedom to “Play Ball”!

Dr. Ramon Corona and Dr. Mary Beth McCabe, 2015

Posted by marybethmccabe in Blog, Hispanic Marketing, Marketing Tools, Mobile Marketing, Online Marketing
Learn about Mobile Marketing here

Learn about Mobile Marketing here

Mobile Marketing interview with Michael Becker

So many people want to use the power of a mobile enabled device, but don’t know what to do. We want to share some ideas to get you thinking about strategy, and how you can best use Mobile Strategy for your business. Comments are open for this discussion below.

If you like that video, you may also want to watch the following short clip. It’s Jeremy. He is a student from National University talking about how Marketing as a field is so appealing, and referring to Mad Men in his studies.

Posted by marybethmccabe in Marketing Tools
Do you understand mobile marketing?

Do you understand mobile marketing?

Mobile MarketingOne click to buy

We are now in the “one click” to buy generation. It’s coming so fast that we are falling behind if we are not constantly anticipating change and adapting.
Business has changed so that the customer is in charge of the marketing messages which are seen now.
2/3 of current marketers do not have a solid comprehension of mobile marketing (July 2013 IBM study)
Business needs to understand their customer’s experience from an online perspective, with a focus on mobile marketing.
They all agreed that mobile/social technology is now critical to their business objectives.

We’ll be adding additional content about Mobile Marketing.

Posted by marybethmccabe in Blog, Marketing Tools, Mobile Marketing, Online Marketing
What are some jobs in Mobile Marketing?

What are some jobs in Mobile Marketing?

There are 63,000 jobs on Linkedin that use the keyword “Mobile Marketing”. There are 345,000 jobs in “Marketing”.(May 19, 2015)
If you are looking to be competitive for your next position, consider the following job titles:

Mobile Marketing Automation
Account Executive
Mobile Marketing Manager
Digital Media Integration Producer
Social Media Marketing Manager
Community Manager
Social Media Consultant
Mobile Marketing Consultant
Customer Service
CRM Specialist
Content Writer/Producer

Are you in the field of Marketing now? If so, consider these roles for the future. Knowing about Mobile Marketing will help you rise in your firm, or even perhaps start your own business. We’re writing a new book on Mobile Marketing. Stay tuned for announcements on pre-orders, and how to get a free beta version. It has been student-tested and the four authors have combined decades of experience in the field of Mobile Marketing. We’ll be sharing that information here over the next few months.Roles in Mobile Marketing are growing

Posted by marybethmccabe in Mobile Marketing
What do your favorite apps tell advertisers about you?

What do your favorite apps tell advertisers about you?


safeway app


Analytics, especially big and little datasets can tell a lot about behaviors. Now, more than ever, advertisers are armed with ammunition to target the individual, not just the demographic. What do the apps here tell about the person. They are the exercise app, the shopping app and the gamer app. Clearly, we are not one dimensional people. Different apps for different times of the day/week/month are easily sorted by our provider, to gather aggregate data on our habits.

If we use apps that are in a second language, that tells the advertiser that there is an opportunity to reach out in that other language, such as Spanish, perhaps. If most of the apps are related to the arts or music, perhaps that individual is a performer, artist or patron of the fine arts. We can learn a lot by the apps and the amount of time spent with each one.
This is something to think about as mobile marketers. Yes, we are looking at location and purchasing patterns, trying to predict future behavior, but don’t forget about what apps a person uses often, because that will tell you a lot about them.

Posted by marybethmccabe in Marketing Tools, Mobile Marketing, News, Online Marketing, Whitepaper
Crypto Currency and Bitcoin

Crypto Currency and Bitcoin

photo 2

photo 3

photo 4Cr

We enjoyed the discussion on what’s in your wallet. See Mike Van Loy, (pictured) and a team of happy hour folks at Mintz Levin recently in San Diego, including yours truly.

Do you trust the cash in your wallet? What makes that cash and not just paper is that we trust in it. Well, it wasn’t until the Civil War that the government started being in charge of your currency, and now there are alternative means of paying for products and services. We spoke about this last month at the MIT Enterprise Forum of San Diego. The topic on everyone’s mind was if bitcoin would make sense someday. Right now it’s selling at $233 a coin.
Other crypto currencies exist. Just ask, Nike, and Tide detergent, all using some form of other currency. And Starbucks has a lot of their customers who use “points” instead of money to buy products. This discussion is just getting started. Let us know your thoughts. Maybe bitcoin needs better marketing.

Here are my remarks from the event:

Tonight we will take a look at Crypto currencies like bit coin.
We will Learn a bit about how Bitcoin and crypto currencies work.

To introduce the first video, here are some thoughts…
The speaker is Paul Kemp Robertson, co founder of Contagious Communications, filmed in June 2013, less than two years ago. and the title is : bit coin. Sweat. Tide.
Meet the future of branded currency.
This has 900,000 views thus far on YouTube.
Edinborough Scotland is where this takes place.

What is currency?

Currency is the money in your wallet and your bank account. Trust has been built through marketing, which is my expertise.
This new currency is based on a brand, a private brand, not a bank. We will talk about bit coin, but there is more. We will also talk about other known brands, such as Nike, and their product called sweat bands, and also Tide, yes, the detergent. It’s the non-bank currency of tomorrow.

Bitcoin was founded in 2008 by Satoshi Nakamoto, who left the project in 2010.
It is extremely complicated, so if this is your first exposure, you may just want to get a basic understanding tonight and that’s just fine.
What is it? A decentralized peer to peer payment network without a central authority or middleman. For accounting purposes, it’s called a triple entry bookkeeping system.
Nobody owns the technology, like no one owns the internet or email.
Miners verify transactions using a Network of computers.
The person who solves it first is rewarded.
The market cap is over $4 billion and as of yesterday, the price for one coin was $223.(apr 28, 2015)

Completely decentralized, Managed by the network
Private anonymous cheap, Gaining ground and respectability, according to the speaker.
Because we are Trusting technology more

How we think about money is changing.
In banks we don’t trust anymore.
PR firm Edelman survey of a global audience shows we trust each other, businesses, then leaders of government.
Today in Digital age we can Quantify value easier.
Expressions of value are changing.
What defines money?
Here is the big question:….
“Does the government need to be in charge of currency?”

The speaker, Robertson, lives in Britain, with a career in publishing and former creative director at Leo Burnett, Chicago. He talks about global brands.

He talks about Starbucks and their own currency is coming through their own ecosystem.
Other examples include Amazon books and goods, predicted here as a brand to go head to head with govt someday.

Tide in New York magazine, $20 tide equals bag of weed.
Cocktail of chemicals, supported by advertising. Quality. Loyal crime wave. Liquid gold.

Bid your sweat. Nike. Well being partner and service provider. The more you run the more points you get. Purely for the users of the product in Mexico.
In Africa, mobile vodaphone solves a currency problem. Loose change is a problem. You get a piece of gum. Faca is currency that goes to credits on their mobile phone.

This will change how you think about what is in your wallet.
How many Bitcoin wallets are out there? 8.4 million and growing at 14% per quarter. That’s under expectations from a year ago.

Posted by marybethmccabe in Marketing Tools, News, Online Marketing
What is your Cause?

What is your Cause?

Results Matter: Cause Conference

That is the link to the presentation that was delivered at the AMA’s Cause Conference 2015. If you have a cause or think about causes, or just donated money and time to a charity, this may be a good path to visit. Your results may be making a difference. Let’s hope so.
Non-profits require more paperwork than the average for profit business. They need to be more accountable to government agencies and the legal system that gives them certain benefits.
We talked about the recent change of the NFL to a “for-profit” organization recently. They changed because their business practices were being challenged, so instead of defending them, they changed the structure, and went to a tax status instead of tax exempt status.
cause conference

Posted by marybethmccabe in Blog, Marketing Tools, News, Online Marketing
Are you for profit or non-profit?

Are you for profit or non-profit?


Are you a .org?
Maybe you are a .com, but are operating like a non profit.
Then there is the B corp, kind of in the middle.

Whether you are a 501c, or similar structure, you may be interested in finding out more about the Cause Conference. This Friday, the 17th Annual Cause Conference will be held by the SDAMA at National University in San Diego (La Jolla). Here are some important details for those who want to consider attending:


See you there. I’ll be giving a talk at 3pm on May 8. Topic: Results Matter. Ask me more!

Posted by marybethmccabe in Blog, Marketing Tools, Online Marketing
We welcome your comments.

We welcome your comments.

We’re building a new experience for you at Sun Marketing. Here’s something for you to consider while you look at our new construction. It’s a comparison of CPM’s across different media. Accurate or not? Realistic? Let us know what you think….
You can e-mail us Thanks, in advance. CPM comparison

Posted by marybethmccabe in Marketing Tools