Twitter Flight School? What is it? Twitter launched Twitter Flight School, a free online education program, in 2014 “to help agencies learn how to build buzz, launch products, drive sales, and instantly connect with a highly engaged audience on Twitter.” In 2016, Flight School is now available to advertisers around the world in 16 languages despite their affiliation with an agency.
Eager to see what it was all about, I decided to enroll in classes. The first step was to choose a flight path: Buying & Execution, Account Leadership, Executive Leadership or Planning & Strategy. For my first set of lessons, I chose the “Planning & Strategy” flight path.
Lesson 1: Twitter 101
Twitter Connects You to the World: The motivationally moving look into what can be achieved through using Twitter is set up in a continuous scrolling lesson format. The “lesson” depicts a community of people tweeting about like interests and includes a high-energy video compilation of tweets during the World Cup. Finally, Twitter 101 explains what Twitter is, how the timeline works and the mechanics and anatomy of a tweet. The fundamental understanding of the way Twitter works segues into how people use Twitter to connect to brands.
People Connect to Brands on Twitter: The social media platform uses tweets and videos from brands like General Electric and Paige Denim to emphasize the idea that brands can connect to their audiences through Twitter by making their messages engaging and novel. One way that this is highlighted is through the use of video, specifically native to Twitter itself. Finally, Twitter breaks down the importance of online research for marketers on twitter into a sleek and simple bar graph that indicates stronger customer intent to buy based on their emotional response to brand messaging.
Twitter Drives Business Results: Research has shown that people want to find out about new products and brands on Twitter, showing that 64 percent of people on Twitter report having purchased a product, and 57 percent of people report having used Twitter to choose what stores to visit. This section of the Twitter 101 lesson features various case study snippets in which Twitter drove higher business results for brands, including Samsung, Audi and Budweiser. These results were shown to strengthen message association, expose brand favorability and lift, produce direct action and show advocacy of followers for the brands the love.
Tweets from the Top: To wrap up the first lesson, Twitter Flight School includes a section of tweets from large brands that talk about why using Twitter for brand promotion has been key for their company’s success. (Hooray!)
Flight Check: Finally, the part of the lesson where Twitter sees just how much I was paying attention to the lesson. Three hypothetical questions are asked about how you would respond to people saying certain assumptions about a brand’s proper use of Twitter. My result: I passed, of course, by picking the most positively worded and jargon-filled options.
I passed Twitter 101 and it was a breeze, but then again I’ve been using the platform since its inception in 2006. So, perhaps this section of Flight School is better formulated for the Twitter novice. I guess we’ll see next time as I fly through the next lesson: “Ultimate Guide to Content Planning”.
Goodbye little league, here I come MLB.
The “most wonderful time of the year” starts with the recognition and thanksgiving for all the little things. This Thanksgiving, we’re thankful for the benefits digital marketing gives businesses and folks like us who manage social media for our clients’ great brands. Here are some of the things we’re thankful for:
1. Shared experiences
“I am thankful for shared Twitter experiences. Whether it’s the latest rumbling of an Oklahoma earthquake, the last seconds ticking down on a Thunder game or whomever is stumbling up the steps at the Oscars, being able to joke, snark, question and cheer on Twitter is now and always has been a blessing. I strongly believe that Twitter has strengthened our community’s muscles over the past few years and 2015 was no different. We keep growing up as an online community – we support folks who lose their jobs, help new events find their footing and keep talking in 140 characters or less. Just this year we did it with more photos, more GIFs and more moments.”
– Mike Koehler, president and chief strategist
“I’m thankful for community. That’s what social media is to me. Groups of people passionate about similar causes, ideas and industries who connect, interact, share, support and spur each other on. It’s opened my eyes to people and perspectives I otherwise wouldn’t have known or considered, helping to build empathy. Community is a powerful thing, and I’m thankful for the community that social media provides.”
– Kevin DeShazo, senior strategist
3. Higher marketing standards
“I am thankful that social media has not just changed the marketing game, but raised the bar. The traditional sales pitch is dead and I’m not sad to see it go. Unlike media outlets of the past, platforms, like Facebook, design their advertising standards putting the customer experience first to cultivate a captive audience. They limit overly promotional content and reward brands for creativity, originality and relevance to their target audience. Some see this change as an inconvenience, but I see it as a big opportunity. Those willing to adapt stand out amongst their competitors and are experiencing the benefits. Brands using social media well are creating more personal, conversational customer relationships than ever before, resulting in a positive impact on in their customer service, sales and community.”
– Allie Carrick, senior strategist
4. Local connections and information
“I am grateful that we live in a time where we can witness connections being fostered and help being given over social media platforms. It has been heartwarming to see local restaurants/suppliers reach out to nonprofits to supply food for Thanksgiving dinners across the state – like Other Options.
I am also thankful that businesses of all kinds are increasingly active on social media, as it allows us to find their Thanksgiving plans with ease; restaurants are tweeting their specials, their holiday hours, and generally connecting with their followers. Take Pie Junkie for example!”
– Lennon Patton, sales strategist
5. Creative sharing
“I’m thankful for the wealth of free or low cost creative sources available to the public. Artists of all forms contribute free resources of photos, graphics and fonts to make good content stand out. Programs like Canva give users with limited graphic design experience the ability to create professional graphics in preset dimensions for all of the digital platforms – social media, email, blogs, etc. Other low cost and free resources provide easy access to photography, mockups or graphics. More than the visual representations, however, the free resource of ideas, information and studies make content creation easier. By observing the digital world around us, these resources give us the ability to expand on ideas and create new trends.”
– Michaela Lawson, intern
Social media and the digital age have given us much more to be thankful for than just these perks, and the upcoming year will bring even more to be thankful for.
Advertisers and social media strategists have all but mastered the art of redesigning and cropping their advertisements into tailored Discover stories for Snapchat, but they miss the key role of providing value instead of cluttering the conversation.
Enter Twitter Moments.
Twitter is a flowing stream of information that demands its users to fight the current to pick up everything from the latest news to the latest trend. For those who are not active Twitter stream swimmers, the social network and its reverse timeline of 140-character information can be daunting. The Moments feature uses human curators to highlight the newest and hottest trends & delivers them in a neat package.
Twitter didn’t take long finding ways to monetize its new offering. Two weeks after the launch of Moments, Promoted Moments were announced to start trial runs within the Moments stream. Promoted Moments will show brand narratives that include everything from real-time events to seasonally relevant ones and those defined as “authentic narratives around a brand’s values” in multimedia format.
These sponsored Moments allow brands complete control to present a series of different tweets – and even Vines – to tell their story. Each Promoted Moment will last up to 24 hours with the ability to be constantly updated.
As brands start creating content for Promoted Moments, it’s important to remember what contributing to conversation means for users.
- Brand-generated content gives a behind-the-scenes vantage point to audiences.
People are increasingly more interested in the exclusive, behind-the-scenes access to the brands and people they love. With this information ready at brands’ fingertips constantly, Promoted Moments gives a new outlet for brands to give the people what they want; and, more importantly, what they are eager to engage with.
- Conversation contribution is not the same as conversation curation.
As brands highlight Moments to share with the public, it is important to remember that promotional content for the brand might not be the most interesting piece of information to audiences. Starting a conversation and contributing to it is much different than pushing conversation to viewers. People will interact more purposefully with topics they feel their input is valued in.
- Moments give audiences short-bursts of information for a short amount of time.
With a short shelf-life, Promoted Moments gives users the unique opportunity to be part of a conversation in one moment with a brand. This is perfect for live-events and short-term specials, offers or deals. Although not all audiences will tune in to the conversation during its Moment to shine, the overall potential of reach in a short-blast of curated information garners great potential for brands to share their story in the best package they can.
- Multiple Tweets together defy the limited character rule.
With the potential of streaming multiple 140-character tweets together in one Moment, brands have a unique storytelling opportunity in Twitter to build a story within a string of Tweets. The limited messaging of 140-characters at least loosens its grip. The ability to tell a story throughout multiple pieces allows brands to spread information across multiple photos, videos or messages.
As Promoted Moments continue to grow, brands have the ability to provide unique conversation to their audiences and be an important facilitator in conversation any given Moment of the day.
Photo from Twitter, Inc.
We have great news — our team is growing! We’re looking for a new full-time Strategist and it just might be you. Find the position description below.
Digital Marketing Strategist
LOCATION: Oklahoma City, Oklahoma
TIME REQUIREMENT: FT 40 Hours / Week
Smirk New Media is looking for an experienced communicator and innovative marketing pro to join our team in Oklahoma City.
Our strategists are problem-solvers for our clients’ digital marketing needs. They work on a range of projects, promoting and protecting our client’s online success with great content and informed strategy. We love how words work on the web.
Working with our senior staff, strategists collaborate on client social media strategies and are responsible for day-to-day execution of social media campaigns; tasks include creative brainstorming, content creation, monitoring, profile maintenance, frequent engagement/conversation, customer service, targeting and managing advertising campaigns and analyzing metrics.
We need a team player who can wear a wide range of hats (these are metaphorical, you will not be required to actually wear a hat), will take ownership of his or her projects, and can move seamlessly between the strategic and the tactical.
Smirk New Media’s team is a diverse powerhouse of web content, marketing, public relations, media and writing experience. We are one of the fastest growing digital agencies in the region, working with brands of all sizes from local businesses to Fortune 500 companies. We love what we do, who we work with and we’re passionate about going above and beyond for our clients. We continuously challenge ourselves to deliver more creative, cohesive and engaging content to help our clients stand out from the crowd — and we have a great time doing it.
What we’d like to see:
- Creative, versatile self-starter who is comfortable with both taking initiative and working in collaboration.
- Experience advocating for social media marketing best practices and an awareness of emerging content strategy trends, tools and technology. We are passionate about what the digital space can do for our clients and our community.
- Active accounts across key social media platforms including, but not limited to, Facebook, Twitter, Instagram. If you haven’t updated your account since attending your aunt’s birthday party in 2013, we’ll notice.
- Strong verbal and writing skills as well as a keen eye for detail.
- Team player able to integrate with a diverse team full of opinions and ideas.
- Ability to meet deadlines and manage the many details that need to come together to create big impact for our clients.
Duties & Responsibilities
- Develop digital marketing strategies that meet client objectives.
- Write creative, engaging client marketing content specific to each social media platform.
- Craft website copy using effective SEO practices for client websites.
- Stay current on the latest digital trends.
- Consistently analyze account metrics on engagement and follower growth and adapt content strategies accordingly.
- Collaborate closely with our group of strategists in design, strategy, and production of client websites and social media channels.
- Prepare monthly reports to update staff/clients on predetermined metrics.
- Work in a laid back, yet ambitious team culture with a flexible schedule
- The opportunity to work with an interesting and varied group of clients
- Unlimited access to the Ms. Pac Man machine in our office
That enough? If you’re up for it, let us know.
To apply, please send your resume and cover letter to email@example.com.
In an attempt to “give the people what they want”, Facebook announced a new update to the news feed for users. Individuals can now prioritize their news stories to show their friends, family and favorite pages before seeing stories from everyone else they follow.
The rest of their news feed will still update as normal beneath the prioritized information, but now people don’t need to see the mindless updates about spiders on porches and their former roommates’ seventh kitten before seeing their cousin’s engagement photos and favorite band’s newly announced tour dates.
The update also gives users the ability to unfollow people, reconnect with people they previously unfollowed and discover new pages based on previous liking activity.
As always, this change to the platform can be either harmful or helpful for brands. The challenge brands now face is being relevant enough to be deemed a priority by your audience . In that challenge, though, is the opportunity to be seen above the clutter by the people that care the most about your brand and the people that are more likely to take action based on your messages.
In the struggle of being heard among the masses, loyalty is key. Loyal followers are more likely to deem your information important and prioritize your posts above your competitors. So, you don’t get lost in the crowd of brand page posts and your treasured audience’s attention is all yours.
Last year, Facebook started making changes to the news feed based on user complaints about the promoted content of pages they followed. These updated news feeds resulted in pages being penalized for overly promotional and unoriginal content.
As Facebook continues to weed out overly promotional content from pages, brands have the opportunity to reform their sales pitches into genuine transparent relationships with the people that care about their message.
Brands have the opportunity now, more than ever, to give individuals personal relationships. People are increasingly interested in the behind-the-scenes exclusives that brands have to offer.
Facebook keeps digital marketers on their toes, to say the least. New ways of reaching audiences are constantly surfacing or being redefined. The once photo-dominated platform is now responding more and more to video content. In fact, photos only reach half of the audience that videos can, according to MarketingLand. Granted, the content still needs to be engaging, creative and unique to the audience. Here’s a breakdown of how much organic reach each mode of communication is receiving on Facebook:
But this landscape is ever-changing with Facebook’s announcement that the platform will now be supporting GIF (pronounced “JIF”) animation in the news feed. Now, users are able to express themselves in one of the Internet’s purest forms of expression – short, animated images played on a continuous loop.
These short snippets of hilarity seem endless in all their glory from social media to text messages, GIFs rule communication circles everywhere. Adding this ability to Facebook’s timeline allows users to continue expressing themselves through others’ captured expressions as they deem fit.
However, this option is not yet available for brands, but the inevitable extension to brands will ultimately change the face of organic reach on Facebook again. The use of animated GIFs, however, open new opportunities for businesses to succeed or fail.
GIFs on brand Pages have the potential to:
- Add personality to tweets and customer responses.
- Make content more viral and share-worthy.
- Creative way to feature new products or exclusives.
- Highlight brand culture with your own content.
Ultimately, Facebook has added another step to the pathway of communication today. And it’s a step that brands are desperate to be a part of to try and reach their audiences with one more outlet of communication.
In this episode of Smirk New Media’s podcast, Smirkcast, Allie Carrick discusses the hottest trend in social media marketing right now—mobile live streaming. Mobile live streaming apps, like Periscope and Meerkat, are a significant development in communication and offer brands an opportunity to provide real-time content to their online audience. Allie discusses when it’s appropriate for brands to utilize live streaming and some practical ways to use these tools with purpose, in a way that is consistent with your social media strategy.
Editor’s note: A little bit of self-indulgence today and, I think, a gift to all of you. I asked my dear friend Matt Derrick to write a blog about his thoughts on David Letterman. Matt is a public relations and marketing pro from Kansas City, who sometimes works under the Smirk New Media banner. We bonded as teenagers over our shared love of Dave. That bond has lasted to this day as we see the way Dave has shaped the roots of the way we work, write and live. Thanks to Matt. Enjoy this great piece. – Mike Koehler.
BY MATT DERRICK
As we count down to the final hour of the television era headlined by David Letterman, there are countless tributes and accolades coming from every corner of the entertainment world.
Letterman inspired generations of comics, actors, writers and even everyday dumb guys like yours truly. Even though many others have delivered incredibly brilliant odes to Dave (check out Conan O’Brien’s salute to see what I mean), I think it’s worth telling my story.
I grew up as the child of a single mom, and fortunately my mom had a great job to help take care of us. On the downside, the job required her to travel a lot during my youth. I stayed with my grandparents during the week when my mom traveled.
From my earliest age, I was a night owl. My grandparents old farmhouse had three bedrooms for themselves, four of their kids and me. Until I graduated from a crib, I slept in my grandparents’ room, which meant I kept their schedule. Even when I moved up to a big boy bed, it was always a battle to get me to sleep. Everyone discovered the best way to get me to down for the night was to let me crash in the living room with the TV.
That’s where I first started picking up my sense of humor and appreciation for comedy. I would fall asleep to the sounds of Johnny Carson on “The Tonight Show” and even the occasional “Mary Hartman, Mary Hartman.” Like many of you, I’m completely perplexed why my Ozarks grandparents ever watched “Mary Hartman.”
It was on one of those nights that I saw David Letterman for the first time. I can’t tell you the context. Dave was a frequent guest on “The Tonight Show” in those days, and even hosted the show himself 51 times. All I know is that I thought this guy was funny, and it stuck with me.
Flash forward to the summer of 1980. I was eight years old, and that summer my mom got a promotion at work. For some strange reason, her new job didn’t start for a few more months, so they told her she didn’t have to come back to work until the new job began. We spent a lot of time together that summer, and it was one of my favorite childhood summers.
That was the year that Dave hosted his ill-fated morning show. “The David Letterman Show” was one of the most wonderful TV disasters of all time. I think my mom and I were the only people to watch the show, along with a few thousand future comics and prisoners who had lost their library privileges. It was groundbreaking television that almost no one watched and even fewer people understood. But it was awesome.
In my fuzzy memory, my mom and I watched almost all 90 episodes. It probably wasn’t that many. We watched enough for me to remember bits featuring the likes of Edie McClurg and Rich Hall along with future late night staples Stupid Pet Tricks and Small Town News. Venerable newsman Edwin Newman was there for some reason, since we all need the occasional news update in the middle of a comedy show It was on just long enough to set me on a path for the rest of my life.
By the time Dave made the move to late night in 1982, I was still a night owl. But even my mom wasn’t crazy enough to let me stay up late enough to watch Dave. In Springfield, Mo., back then, the show didn’t even come on until midnight, due to reruns of “M*A*S*H” and other assorted syndicated sitcom reruns. It was a few years before Dave moved to 11:30 in Springfield and the show extended to five nights a week so that I could watch on Fridays when there was no school the next day.
Lucky for me, my mother was ahead of her time when it came to technology. We had a VCR, so I was able to record Dave for watching the next afternoon. Eventually even that was not enough; I would sneak out of bed and place a tape recorder next to the TV when Dave came on so I could listen to the tape on the bus ride the next morning.
I still have one of those tapes, and that tape is the Rosetta Stone to understanding my personality and sense of humor. The show is from 1986 and features guests Howard Stern and comedian Steven Wright. There was a tie at No. 1 on the list of Top Ten Cool Things About the Druids: they died out in the early fifth century and they partied like it was 1999.
In those early days, my obsession with Dave was a lonely pursuit. I didn’t have a lot of friends who watched the show and appreciated his brand of comedy. The first friend I made who loved Dave as much as I did was Mike Koehler. I met Mike our freshman year of high school, and we quickly struck up a friendship around Dave. We would make our own top ten lists, passing them back and forth during class. Mike had a copy of the “The Late Night with David Letterman” book, which I believe I borrowed and accidentally drowned when a pipe burst in the basement. (Did I ever make that up to you? I managed to later obtain a fully dry version for my personal archive).
Once I realized that I wasn’t alone, it was easier to show my love of Dave on the outside and express my humor outward rather than keep it to myself. I was never a class clown and I know even my friends thought I was goofy, but it felt better knowing I wasn’t alone. Liking Dave suddenly became a litmus test for me — if you like Letterman, I like you. If you don’t like Dave, I needed to dig deeper to see if I can trust you.
On June 7, 1991, I was driving up to Kansas City with my mother. The plan was to spend the weekend watching the Royals and do a little shopping.
Since Johnny Carson had announced his retirement for May 1992, the speculation regarding his successor was intense. I was a student of the broadcasting business, so I wasn’t ignorant of the case for Jay Leno. Leno was funny, and had handled being the permanent guest host on the show quite well. But Jay wasn’t Dave. To me, the decision was quite simple.
Carson was the King of Late Night, but by 1991 it was in name only. Carson’s earlier time slot delivered the bigger audience, but Arsenio Hall’s success had showed there were dents in the empire. Letterman’s audience was smaller, but his share of younger viewers craved by advertisers was much larger; as a result, “Late Night” was a bigger cash cow for NBC than “The Tonight Show.”
As we were driving along Highway 13 near Osceola, Mo., the news broke on our radio — NBC had named Leno as the new host of “The Tonight Show.”
I was perplexed and angry. This was long before we knew about the machinations behind the scenes that Leno and his team had pulled to get him the gig. It baffled me that Leno would even pursue the job knowing that Letterman was Carson’s rightful heir.
Long before they were network TV stars, Leno and Letterman were just another couple of comics on the standup circuit. Leno was the bigger name in the clubs, and many comedians coming up in the ‘70s owed a lot to Leno setting the tone for modern standup comics, Letterman chief among them. When Letterman got his own show, he didn’t forget who his friends were.
Leno appeared on “Late Night” more than any other comic, and his visits to studio 6A were must-watch events. Without that exposure, Leno never gets the guest hosting gig on “The Tonight Show.” In the ‘80s, Dave made Jay a star.
It was baffling that Jay would steal “The Tonight Show” chair from Dave. This was an act of betrayal. It was a life lesson for me. I learned that success in the business and broadcast worlds took more than just doing the best job. I learned that even among your friends, sometimes you have to watch your back.
Seeing Dave not get his dream job was a punch in the gut to me. It was another reminder that maybe I was outside the mainstream. Sometimes it’s darkest before the dawn. And what happened next changed my outlook for the rest of my life.
From the ashes of losing “The Tonight Show,” David Letterman went on one of the greatest streaks ever seen in television.
It took some time before things heated up, but once Dave took the heartbreak of his loss and channeled it into his art, amazing things began to happen. Dave had tested the chains of NBC before, but that had more to do with pushing the boundaries of television than with the restrictions of a stodgy corporate owner.
Dave getting free of the NBC leash was like seeing a flame-throwing pitcher going out for the 7th game of the World Series — there was no tomorrow, so he left everything he had on the field. The last year of “Late Night” was among his best, even compared to the groundbreaking early days when everything he did was brand new.
Letterman’s free agency also coincided with the early rise of online content delivery. It wasn’t exactly the Internet we know today, but through Prodigy, Compuserve and America Online along with Gopher and Telnet and whatever else we could use to connect online, more information was available than ever before. Every day had new rumors and reports. One week Letterman seemed bound for ABC, another day it was Fox. Rumors even began swirling that NBC was realizing the error of its ways and still might dump Jay for Dave.
The news that Dave would bolt for CBS was oddly bittersweet. The dream scenario was always that somehow Dave would get “The Tonight Show” back and have his name etched alongside Allen, Parr and Carson. But the reality was that “The Tonight Show” was damaged goods. It wasn’t Carson’s chair anymore; it was Leno’s. Since the Golden Era of Television, “The Tonight Show” had been the only franchise of late night. That era was coming to an end.
The move to CBS seemed like a Herculean task but one full of such incredible promise. For the better part of five decades, NBC owned late night in dominating fashion. The best CBS could muster had been the run of “Crimetime After Primetime” that saw the launch of “Silk Stockings,” which later helped bring the USA cable network to prominence. But Letterman, on Broadway, in the Ed Sullivan Theater? It was either going to be a runaway smash or a colossal failure, nothing in between.
In public relations-speak, there’s a phrase called “winning the press conference.” It’s largely a concept of the cable and Internet era, when press conferences stopped being aimed at the media and instead targeted consumers as well. I’m not sure anyone has ever studies the etymology of the phrase, but I think it’s safe to say the first person to ever win the press conference was Letterman.
Within the span of ten minutes, Letterman transitioned from the no-good punk kid always breaking the rules to the $14 million man ready to restore prestige to late night. Self-deprecating, confident, gracious and humble all at the same time, Letterman turned in a performance at the press conference that was one of a kind.
Dave’s move to CBS added another phrase to the pop culture lexicon: intellectual property. In the drama and acrimony of Dave’s departure, NBC threatened to sue Letterman and CBS if any of his old NBC material was used on the new show. Boy meets girl, girl tells boy she wants to date other people, boy meets new girl, old girl threatens to boy for intellectual property theft. It’s a classic America love story.
Letterman’s good-bye at NBC was the late night talk show at its best. Tom Hanks delivered one of the greatest appearances by a talk show guest ever. Dave could barely contain his giddiness in introducing surprise musical guest Bruce Springsteen. The Boss and the World’s Most Dangerous Band jamming “Glory Days” was a mic-dropping moment.
In the fall of 1992 I transferred to the University of Missouri in Columbia to study broadcast journalism. At Missouri, my fandom of Dave was no longer a liability. I made friends who understood me and appreciated Dave like I did. Well, maybe not like I did. But close.
When “The Late Show with David Letterman” premiered in August 1993, I held a watch party in my dorm room with my closest friends. KRCG in mid Missouri continued airing a rerun of “M*A*S*H” at 10:30, so Dave didn’t come out until 11. I called and wrote the station repeatedly to complain, along with enough other people that they eventually caved and moved the show to it’s God-given time slot.
NBC made the genius counter-programming move of airing the first “Late Night” episodes as reruns in Dave’s old time slot. Ever the archivist, I wanted to tape both shows. My friends Beth Keithly and Laura Hammock helped me out by recording the old “Late Night” episodes on their VCR. I still have those tapes today.
One of my fellow Close Personal Friends of Dave was Bill Beustring. We found out how to send for tickets for the new “Late Show,” and requested seats for spring break 1994. Bill got tickets in the mail but I didn’t. We had made a pledge that we would go together but for a variety of reasons, Bill couldn’t go and our friend Beth got the other ticket. Beth was from Philadelphia, which meant I could drive to Philly and stay with her family. We would take the train to New York City for my trip to Mecca.
Episode No. 126 on March 15, 1994 was everything I hoped it would be. All-around great talk show Jay Thomas was on the show, followed by the soon-to-be-legendary Kevin Spacey and musical guest Crash Test Dummies. Thomas was great, but the highlight of the show was Spacey doing his Johnny Carson impersonation. It remains one of the funniest things I’ve ever seen in person.
Beth and I (mostly me) desperately wanted to get some attention from Dave. Knowing he’s a big sports fan, we picked up a sweatshirt before we left campus celebrating the Missouri Tigers basketball team’s perfect 14-0 season in the Big Eight. During the train ride to New York, we wrote a note to Dave to go along with the gift. The general gist of the note was begging for a canned ham.
Upon arriving in the city we went to Broadway and scoped out the theater, checking in to see when we needed to get in line to get the best seats. We headed to lunch at the Hello Deli around the corner to meeting Rupert Jee and then hit K&L’s Rock America to meet Mujibur and Sirajul (Mujibur was off that day, but we got our picture taken with Sirajul).
Our next stop was the CBS gift shop at Black Rock for Dave mugs, t-shirts and other souvenirs, then we made the trek to the GE Building at 30 Rockefeller Plaza to take the NBC tour. With Dave-mania well underway, the NBC tour had turned into the Dave tour. The tour leaders knew the drill by now that almost every question was going to be about Letterman. “Did Dave every walk down this hallway?” “Did you ever meet Letterman?” “Is there anything of Letterman’s still here?” When we walked in to studios and offices, the tour guide would lead off with any Letterman-related trivia or sadly tell us, “David Letterman never came in here.”
When we got back to the Ed Sullivan Theater, the line had already started to form. We wouldn’t be in the front row, but we would get decent seats. The ushers and pages came out and told us that if anyone had any gifts for Dave, they would take them. We handed off our sweatshirt and the note addressed to Dave.
As we entered the theater, we were told new pages had started that day and the training and line setup was taking longer than usual. There wouldn’t be as much warmup as usual and we would need to quickly take our seats. The pages started filling up the theater on the right side (stage left). It looked like we would be in the first 10 rows for sure. As we were walking down the aisle, one of the pages came up to Beth and I and said, “You two follow me.” Instead of taking us down with the others, we took a left and walked to the end of the aisle near the end of the aisle closer to the band and behind the cameras.
I of course knew my theater geography. This was a prime camera position, a shot that was always on TV and where Dave would come when he entered the audience or Pea Boy would run screaming through. Thoughts of playing Know Your Current Events or Know Your Cuts of Meat danced through my head.
Watching the production of the show live enriched the viewer experience. Inside gags with the audience became crystal clear. Dave came out before the show and asked if anyone in the audience spoke Italian. A guy in the back raised his hand and Dave shouted some Italian phrases at him. Throughout the monologue, Dave would occasional say a word in Italian and we would laugh hysterically. During commercial breaks, Dave recorded promos for local stations.
Returning from one break, Dave said directly to the camera, “Sometimes during commercials, I read to the audience.” More laughter.
During the monologue Dave made a joke about the McDonald’s shamrock shake and the Whitewater scandal, then said, “Will the last Arkansas attorney leaving the White House please turn out the lights?” Then it happened. Beth and I were on national TV. It was just a few seconds, just a shot of us clapping and laughing.
What can I say. I choked. Out of the corner of my eye I saw myself on the monitor. I got self-conscious and flinched, straightening up a bit. My laughter turned to a slightly more serious pursing of the lips.
When the camera came back, Dave was staring at the monitor too. It looked like he wanted to make a joke about the dumb guy in the audience. He strolled toward the camera and after a moment started speaking Italian again. My moment was over. But the day lives forever in my heart.
Letterman’s first year at CBS was nothing television had ever seen. “The Late Show” was a streaking comet. Despite some affiliates still delaying the show’s start by a half hour or more and a weak CBS primetime lineup, the ratings were still through the roof. The first weeks and months saw ratings rivaling primetime audiences. I clipped a newspaper article about a study of the “The Letterman Effect,” which claimed that the number of people staying up later to watch Letterman was reducing American economic productivity in the tens of millions of dollars.
Suddenly, everything Dave was cool. As a Dave fan, I felt cool. It was great to be at cool kids’ table.
When you reach the pinnacle, there is unfortunately nowhere to go but down. First was the 1995 Oscars hosted by Letterman. I thought it was hysterical and classic Dave. But Hollywood likes their hosts less impudent and more one of their own (think Billy Crystal) I still don’t think Dave’s performance was as bad as they critics did, but I’m obviously completely biased. Oh, and yes, I still have the 1995 Oscars on VHS.
By the time Hugh Grant appeared on “The Tonight Show” in July 1995, the ratings race had gotten much closer. While Jay never had the DiMaggio-esque hit streak Dave had during his first 18 months at CBS, he consistently won the ratings war.
I’m not sure there is a definitive reason why Leno won out in the long run. Cable TV absolutely fractured the audience — Dave wasn’t competing as much against Leno as he was against a generation of performers, writers and comics he inspired. I like to think that in the long-run, America loves McDonald’s even though filet mignon is better. I liked Jay when he appeared on “Late Night” in the ‘80s, but I think he sold his soul to the devil to play to common denominator. I like that Dave never did that.
But while Dave maybe not have been the ratings champion he was once, he was still the once and future king of late night. That was never more evident than in the new century.
January 2000 was one of the most stressful months of my life. It started with great optimism — I landed a new job. I had been laid off in November, and was fortunate to find a great job that I would come to love. I was to start on Jan. 17.
On Jan. 13, my mom called me to let me know she was at hospital. She had been having abdominal pain and they were going to admit her to the hospital. I’m an only child to a single mother, so I’m a huge mama’s boy. The idea of my mother being in the hospital and not knowing what was wrong drove me crazy.
It was a fitful and stressful week. It took several days of tests and procedures before the doctor’s finally determined it was my mother’s gall bladder causing the problem. The lowlight of the hospital stay was when I was on the phone with my mother’s insurance company as they were rushing here into surgery to remove her gall bladder. The woman on the other end of the phone said they could not authorize the procedure without verbal consent from the patient. I explained that my mother was in severe pain and already heading under sedation. To make sure they would pay the tab, I had to put the phone to mother’s mouth and tell her, “Just say the word, ‘Yes’.“ It was mind-boggling.
It was in my mother’s hospital room when we heard the news. David Letterman had been rushed to emergency surgery for a quintuple bypass. I’ve never met Dave Letterman. He’s just a guy on TV. My own mother was in the hospital, and my priorities were clear. It broke my heart to hear about Dave, but my mom’s my mom. The two situations were not even comparable.
But yet in ways they were. My memories of watching Dave over the years with my mother forever intertwined the two. Today, my mother lives with us due to her health, and we still occasionally watch Dave together. Watching the Christmas show together is one of our favorite holiday traditions. It’s just not Christmas without Jay Thomas’s Lone Ranger story, knocking the meatball off the tree and hearing Darlene Love.
There was an eerie parallel to have my mom and Dave in peril at the same time. It rocked my foundation and was my first real face-to-face look at our mortality.
Just like every other American, I’ll always remember the morning of Sept. 11, 2001. I was driving on Interstate in Kansas City heading to work when the local talk radio station cut to live updates regarding reports of a small plane hitting one of the World Trade Center towers. I was on Interstate 435 driving through Baytown when a reporter was interviewing an eyewitness of the earlier crash. Suddenly the witness cried out, “Oh my god!” The second plane crashed and it was clear the world had just changed.
We all walked around in a fog for a week. No one knew what to do. Going about our jobs seemed pointless. Even as we fatigued from the news coverage, it seemed impossible to move about with life as normal since nothing was normal anymore.
I was never more proud to been a Dave fan than the night of Sept. 17, 2001. That night, Dave made it OK to go to work again. He made it OK to watch TV again. He made it OK to laugh again.
Dave’s conversation with America that night was one of the most critical performances in TV history. America is resilient, and we would have recovered without a guy hosting a late night TV show telling us how he feels. But it’s exactly what we all needed to hear. It was what I needed to hear.
Throughout the first decade of the new century, Letterman was the elder statesman of American culture. Nothing was significant without Dave’s input. “The Late Show” even played a pivotal role in two separate presidential elections.
Even for Dave fanatics such as myself, we know the man is not perfect. Some of his imperfections I understand. In some ways I think we are similar people. In other ways we are quite different.
The criticisms of Dave as being prickly or mean spirited never bothered me. The prickly part I understood because I appreciate from where it originates. By all accounts, Letterman is incredibly self-critical. I’m the same way. Nothing I do is ever perfect or good enough. I can find fault with everything I do. I’ll be sending this blog to my friend Mike for publishing soon, and after that it will be hard for me to read again. I will find errors and thoughts that could be expressed better that will embarrass me to the point that I won’t want anyone to see them. It’s just the way I’m wired.
Where we differ is that my inner critic attacks only me. I think my friends and colleagues would generally describe me as likable and respectful, and I take pride in that. While Dave may have influenced my sense of humor and how my creativity works, my family had a great influence on my temperament. It’s important to me to respect others.
In 2009, Letterman found himself in a situation I could never understand and I wish had never happened. Letterman announced on his show that he was the victim of a blackmail scheme centered on threats to reveal his inappropriate relationships with several women who worked on his show.
The revelation hurt for many reasons, chief among them the pain this had to inflict upon his family. It also hurt because Dave had disappointed me. For the first time, I couldn’t condone or defend what he had done.
But there were two takeaways from the the incident that made an impact with me. One was how Dave handled the situation. In his position, it would have been easy and perhaps even tempting to pay off the blackmailer and deny what he had done. That’s the preferred PR play of the American celebrity. But he didn’t do that. He went to the authorities, he did the right thing, he came clean and he apologized. I couldn’t exactly say I respected it, but I appreciated he took responsibility for his actions.
The other takeaway was how I judge my family and friends. I have friends who have cheated on their spouses. I have friends who have engaged in inappropriate workplace behavior. I have friends who have made mistakes. I may not love what they did, but I still love them. I wouldn’t be the person I want to be if I did forgive them and find a way to support them. That’s how I felt about Dave too.
I entered denial about Dave’s retirement a few months ago. Life is busy, and things happen, so I have been as regular a viewer in recent years as I once was. I still DVR the show every night, but I don’t watch every episode.
You would think I would be watching every episode with baited breath as Dave says goodbye, but I haven’t. I don’t want to say goodbye. I’ve been watching clips posted on Facebook and reading about the show, but I haven’t been watching. I’ve been recording all the shows so I can watch them in the weeks to come. I don’t want to wake up Thursday morning and realize I’ll never watch Dave again. I want to put off that feeling as long as I can.
I will watch the final episode Wednesday because I want to share the experience as we all say goodbye to Dave. A few weeks ago my friend Lori Collier sent me a copy of the cookbook by Dave’s Mom, and I’m going to make a meal inspired by Dave. I’ll watch the show and let it sink in.
As I mentioned before, I’ve never met David Letterman. But he’s been one of the most influential people in my life. The last 35 years watching Dave have been a blast.
As the ride comes to an end, I have only one regret, which is why I’m writing this.
Thanks, Dave. Thanks for everything.
A while back, we published a series of cheat sheets for graphics on different social media sites. Because, frankly, I was tired of Googling it. But in the time warp of the internet, anything more than a few months old is inevitably outdated. Change marches on – and with it the formatting of our favorite platforms.
So here are the latest and greatest cheat sheets for social media graphic sizes, courtesy of Smirk New Media. Provided today: Twitter, LinkedIn, Facebook and Instagram. Coming soon: Pinterest and more.
“Mad Men” started its final lap last night. Seven more episodes of the best show on television, wrapping up Don Draper’s emotional stagger through the 1960s.
It’s a TV show that I hold dear and one which may have gotten this agency to where it sits just shy of five years since we launched.
Without “Mad Men,” there’s no Smirk New Media.
A couple of disclaimers: First, there shouldn’t be any influence of the show on how one lives their life. Don is a wreck more than a mensch – a cautionary tale of what happens when you bury truth under a pile of booze and women. Don is brilliant in his work – and its those moments which draw me in – but what could that work have been like without 10 a.m. sips of Canadian Club?
Second, “Mad Men” is not alone in how its ideas helped to water and fertilize the idea that blossomed into Smirk, but without it the whole construct falls down. But the same can be said for books (“Good to Great” by Jim Collins), events (the 140 Characters Conference), people (my wife, Mike Sherman, Giovanni Gallucci). It’s the butterfly effect and George Bailey all rolled into one.
But what is it about this one show? When it premiered in 2007, I didn’t pay too much attention. But eventually, I was swept up. Maybe it was because of the social media conversation about the show, the mid-modern aesthetic or the story lines which drew me in, but what made it stick was the business side. The scenes in the boardroom, when Draper is wooing a client or when Pete Campbell is connecting the dots between Sterling Cooper and a prospect. To me, that was the drama.
This grows out of my previous life as a journalist, where the world of business lived on the other side of a brick wall and was only spoken of in whispers. The hunter-gatherer aspects of discovering and landing costumers was a voodoo art to me. And now, in 2007, 2008 and 2009, when I was still in journalism, but dipping my toe into the icy waters of profit-and-loss statements, revenue projects and Collins’ Hedgehog Principle, “Mad Men” started to feed that fever.
When I eventually leaped off the old media cliff – first to an agency and then to start my own business – I did so at a time when Mad Men was reaching its peak. In the ensuing days, I’ve wrung out a ton of emotions and ridden the success-and-failure carousel. There have been days I’ve felt like Don after a home run pitch, but more than a few days I’ve felt like Pete … well … being Pete.
And since those first days, I’ve learned the lessons that, I think, the folks at Sterling Cooper Draper (McCann?) are now learning. That without the relationships you have in your life, you are rudderless; and without partners and co-workers you can trust and rely on, there are holes that money and success cannot fill. And, as fun as it is to make a pitch, growing a business that will leave a legacy is very important. Even to men like Roger Sterling. Even to guys like me.