#TakeFlight

I am happy to say VML offices around the country are deep into Twitter Flight School, their online education platform designed to help agencies make the most of marketing on Twitter.

One can choose from 4 tailored Flight Paths that are designed for your role inside the agency and specific team. The paths are: Implementation & Optimization, Planning, Account Leadership and Agency Leadership. When you arrive to the system you will be asked to choose one. Don’t overthink this step. Twitter has done a great job in grouping the education for these paths. Depending the path the amount of detail is appropriate to the role that person has in the system.

This is great way to get a lot of people easily and quickly far more educated on Twitter from the paid, organic and media strategy angles. To those in the weeds daily with social and planning there will be times where it seems remedial. However, there are many tips, tricks and reminders that add up to this being worth their time, too.

As you roll it out consider how you can motivate the team to participate. Twitter provides an overview video, poster files to print and some email support. At VML, we have organized work sessions where we supply pizza and beer to bring people together to make it easier to complete. There are some days off, museum tickets and other incentives we are putting in to help gamify the process.

And there is a way for you to keep track of activity. In the Flight School, Twitter has provided a dashboard. A few admins on the agency side can keep track of who has started, when they started and how far along they are. You also track the overall situation against the goal of getting the total number of people from the agency to complete and achieve the Certification.

Twitter Certification is the motivation they added to the process. If a large percentage of your agency employees complete the training within the agreed time frame it will become Twitter Certified. Certification is absolutely a brag point one can use to separate your agency from others. Having a platform give you the stamp of approval is a big deal. Twitter mandates the training is completed within 30 days of beginning.

Twitter is in the process of translating and localizing the experience to ensure relevance across key global markets. The localized versions are slated to launch in Q2 2015, at which time VML will introduce it to the other 20 offices we have globally with the goal of having as many of the 2000 employees as possible participate.

In the end I know as well as anyone it is difficult to get a large number of people to be motivated for something like this. But it is worth it. Make the effort and let Twitter help you. It is in both of you best interest to go through the training.

#TakeFlight

Who Owns Your Tattoo?

In a meeting with global agency holding company legal reps yesterday the rights issue around tattoos became a great conversation topic.

I have previously, do know and will, in the future, work with athletes. These athletes are becoming more and more A-list celebrities and on camera more than ever. And even more relevant, they are part of the marketing world as endorsers and spokespeople.

This topic was not even a conversation 10 years ago. Tattoos were related to thugs and those thugs would never help a brand appeal to their target market. Not the case any longer. Tattoos have gone from prison to artwork in no time and have become mainstream.

Imagine if you hire an artist to paint you a picture. You love her style and really have no specifics other than she do it. She comes up with the subject matter, layout, size, etc. She paints away and is very happy with it. You arrive at the studio and love it, also. And when it’s on your wall at home all your friends are amazed and would love to hang one on their wall. So you have it scanned and print a version for them. That, legally, crossed the line. Even though you paid her to do this work and you own the paining the artist owns the intellectual property or the creative rights to the painting.

This NPR article talks about Colin Kaepernick and his tattoos. And how The wildy-popular Madden game has finally decided to add his ink, and only his, because they had right to do so. The artist that designed, illustrated and then tattooed him signed away the right to Colin.

The fact is that with any form of art – paintings, photos, sculptures, and yes, tattoos, you may own the piece but you don’t own the right to creative.

Next-level stuff now includes landmarks. If I post a pic of the Eiffel Tower I may be in the wrong. This article from the Digital Trends blog says so. Rule of thumb is that if it’s more than 15% of the skyline it may violate copyright laws.

The bottom line is that if you or your clients plan to use their likeness to make money and any of this is in question you need to consider the rights of ownership.

Who Owns Your Tattoo?