My "Junior Year" in NASCAR media

The Coca Cola 600 weekend in May 2010 was the beginning of my third year in my journey in NASCAR media or what I call the beginning of my "Junior Year". This means I am able to have a deeper understanding of the sport, the sponsors, the brands, the drivers, teams and the publicity machine behind the sport. My first few years were about "listening and watching" and networking. I was able to gain a broad understanding of the "matrix" which makes NASCAR one of the most complex sports around.

From grassroots family teams such as the Woods Brothers to the cutting edge teams such as Hendrick Motorsports and RoushFenway Racing, NASCAR has evolved into a major league sport with its own Hall of Fame this year.

Over the past year which I'll call my sophomore year, I started to actually make some small impact on the sport and build a network. In January, 2010, MediaMensch Networks produced the Social Media Motorsports Summit which was attended by many of the major teams and their pr/marketing firms plus a senior executive from NASCAR.

In the past few months at local press conferences I started to ask questions of some drivers such as Tony Stewart, Jimmie Johnson and NASCAR Hall of fame driver and team owner, Richard Petty.

Based upon my experiences, I am starting to look at my niche of how the sport reaches their fans and ties into their drivers and brands using social media. As an entrepreneur, the other viewpoint is how organizational dynamics such as teamwork happen with in NASCAR. So over the next year, I am looking forward to building stronger relationships, writing more in-depth and regular stories about the sport and producing our 2nd Social Media Motorsports Summit this fall.

As with my journey in media, marketing and technology it is the wonderful people that you meet along the way who help you learn and mentor you that enriches the experience.

Creative Crowdsourcing - Cutting Edge Creativity

The journey in electronic communications began back in 1991 when I was advising my clients to adopt a new form of communications called MCI Mail (e-mail). On the heels of the fax revolution, many clients were slow to adopt and adapt. The clients who did saw great savings and a growing increase in productivity. Communications technology has always had the potential to make the world smaller and speed up communications. Now these communications are moving to the next level in a world of exchange of ideas with the masses or what is known as the "crowd".

Crowdsourcing has the ability to create tremendous creative breakthroughs for companies and individuals.

As part of my cutting edge journey in media, marketing and technology, I am working with GeniusRocket to promote this concept and educate marketing executives and entrepreneurs on the benefits of this new process. At GeniusRocket, we are creating amazing viral video content. You can see our case studies in the hall of fame and in the case studies.

We are in good company in seeing this as the vision of the future. One of the other companies in our space is called MoFilm and is also doing amazing work with global brands. In fact, the producer of Titanic and Avatar has actively participated in this crowdsourcing niche promoting this concept to filmmakers.

It is easy to become part of the cutting edge movement as a producer of content or a company who wants to tap into this creative process. At GeniusRocket, we tap into our community with a 'Request for Brilliance' (RFB). Join me in this journey! If you have any questions, I am happy to help you get ready to launch into this new journey.

MediaMensch announces LinktoCharlotte Live!

We kicked off LinktoCharlotte Live! events with a dinner at the Dilworth Neighborhood Grille on March 31. To be on our mailing list join our new meetup group at www.meetup.com/linktocharlotte

We had a dinner with great conversation and networking. We learned about green technologies from John Dabels, CEO, EV Powersystems who was th first recipient of the Charlotte Business Journal's Green Idea of the Year award, Our discussion turned to Charlotte and the need for the city to become green and really look at issues such as bike lanes and the supporting of business. We also discussed the changes of Charlotte of the years and how much further it needs to go to become a world class city. We were in agreement that one of the things Charlotte needs to do to become a world class city is to create a theatre district.

We look forwrd to seeing you at our next meeting on April 28 (the last Wednesday of each month)

The Emerging Charlotte Film Community

Charlotte, NC has a tremendous amount of emerging talent in the film community including actors, directors, producers, and voiceover specialists. With the advent of high definition digital video technology, it is now easier to produce independent films.

As digital filmmaking grows, there are more opportunities for local talent to have time on a movie set gaining valuable experience. This is a very supportive community, many who began their careers within the last few years. In a few cases it started with George Clooney bringing the movie "Leatherheads" to Charlotte 3 years ago.

Another area of the Carolinas which is also growing in projects include the Wilmington, NC area which includes a sound stage for Screen Gems. It is where they produce the tv series called One Tree Hill. In Charleston, about 3 hours from Charlotte, the television show Army Wives is shot.

On the first Monday of each month, there is a meeting of the Charlotte Film Community. This early stage meetup has accelerated the networking which brings all of this talent together. In my personal case, this already led to a role in a short comedy film called "The Chicken Hustle".

One advantage of filming in North Carolina is the lower cost of labor. North Carolina is "right to work" state, meaning primariy non-union. As a result, anyone who wants to work on a film is able to do so. There are more opportunities for films to be made here as the economics favor the producer and filmmakers. Many actors love the collaborative work of making a film and usually will work at a much more reasonable pay scale including "free". For many productions which aspiring talent will work for the experience and resume building, the "pay" comes in the form of food on the set, a copy of the movie/dvd or credit in the movie.

It is thrilling to watch all the emerging talent coming from the Charlotte area. Some of this talent has already begun to split their time between here and Los Angeles. If you have a dream of working in film, the journey can start here.

For me personally, 2010 is my year where I will be accelerating from being a featured extra to small speaking roles. A wonderful opportunity for this "accidental actor" and mediamensch.

MediaMensch - On the Red Carpet - Charlotte Film Community

Andrew Kaplan Live - Public Speaking, Radio, and TV

Andrew Kaplan,award winning Toastmaster and public speaker, is speaking to groups around the country regarding social media and branding. Kaplan brings a lively and interesting perspective to his talks which can be customized to your group. Kaplan brings his unique perspective of being an early adopter of social media combined with his backgrond working in traditional media. In 1987, Kaplan started a consulting practice to bring sales and mobile computing technologies to with over 200 companies including 30 Fortune 500 companies. If your organization would like to book, Kaplan as a speaker, please contact us with your dates, name of your group and topic.

Andrew Kaplan Public Speaking Biography


Andrew R. Kaplan is the Managing Partner of MediaMensch Networks, a company focused on building brands and communities using social media and traditional public relations. Over the past two years Kaplan has launched LinktoCharlotte which was one of the first and now one of the fastest growing Charlotte groups on LinkedIn. He also launched LinktoMotorsports which has over 700 executives from around the world and includes an advisory board from Motocross, NASCAR, NHRA and Boat Racing.

In 2007, Kaplan started blogging as a facebook branding expert in his blog Facebook Enthusiast. In 2008, MarketingSherpa.com voted an article featuring Kaplan's discussion of Facebook Branding, as #1 in its "Great Minds" series.

Kaplan recently has been involved with the local film industry as what he calls "an accidental actor". He has worked on 6 films from major motion pictures such as Leatherheads to local independent films. In January 2009, he received a "movie credit" as Social Media Marketing Advisor for the independent film In/Significant Others.

Kaplan is also on the advisory board, providing marketing and branding advice, to EVPowersystems which won the "2008 Green Idea of the Year Award" from the Charlotte Business Journal for the development of electric hybrid trucks and the eco-vehicle.

Kaplan began his career in college at WNBC radio at 30 Rock and worked in the early days at Home Box Office and The Movie Channel. After his career took a turn, he became one of the first trainers and certified consultants for ACT! contact management software. His company ARK Sales Automation Group brought sales and marketing technology to hundreds of companies in the NY/New England Market including Gartner Group, GE Capital, Virgin Atlantic, and Colgate Palmolive. He personally trained over 5,000 sales and marketing executives worldwide. He moved to Charlotte in 1995 to start his family and to build the new market around the banking sector and professional sports.

Kaplan enjoys giving back to the community and working with non-profits and received awards for leadership over the past few years including Toastmasters International NC President of the Year, NC Area Governor of the Year and Dickinson College's Alumni Volunteer of the Year. In Connecticut, he was one of the founding leaders and chairman of Corporate Volunteers In Action, a professional community volunteer group serving the Fairfield County area.

Currently Kaplan coaches business executives and creative professionals who are working on their own brands. He has active clients from countries such as Ireland, Germany, and Italy which found him using social networking. He also has a valuable team of coaches and advisors to help him reach his personal and professional goals as well.

Social Media Motorsports Summit Takes Checkered Flag

For Immediate Release
Contact: Andrew Kaplan
Media Mensch
704.293.2151
ewarriorbizdev@gmail.com

Social Media Motorsports Summit Takes Checkered Flag

Industry Leaders and Influencers Gather to Build Social Media Horsepower for 2010 Season

CHARLOTTE, N.C. (Feb 3, 2010) – Try as you may, you can’t hear a “tweet” over the roar of race cars, but if you embrace social media you’ll quickly see it has more horsepower than 43 cars taking the green flag at Charlotte Motor Speedway. The first Social Media Motorsports Summit concluded at the Charlotte Westin, where motorsports and social media leaders met to discuss trends and share best practices. Now that one of every four Americans gets the news online, a communications authority wonders if one can conduct a successful enterprise without engaging social media.

"When I was at the May NASCAR Sprint Cup Series races at Charlotte Motor Speedway, I saw an opportunity to help brands with social media strategies and programs,” said Andy Kaplan, Chief Idea Officer at MediaMensch. Kaplan also saw demand for the social media motorsports event from MediaMensch’s LinktoMotorsports.com members, a group of over 1,500 motorsports professionals worldwide who embrace social media. Kaplan has spent his career working with corporations to become early adopters of technology and built his brand on being ahead of the technology curve.

Panel topics ranged from creating a social media toolbox and measuring social media ROI to social media and brands and social media trends. A broad spectrum of expertise was represented by speakers including Mark Walsh (GeniusRocket), Craig Coblenz (Facebook), Terry Dry (Fanscape), Ramsey Poston (NASCAR), Leilani Münter (ARCA driver/environmental activist), Joe Tripp (SPEED), Kevin Kennedy (PCG Campbell/Ford Racing), Jeff Gluck (SBNation.com) and Stephanie Agresta (Porter Novelli).

Keynote speaker Walsh put social media in perspective and set the tone of the summit when he discussed the change of marketing from elevator speech to the microscript – a simple one or two-word phrase that captures brand essence and consumer self perception. Think of President Obama’s campaign microscript of “change”. Kennedy, EVP, PCG Campbell / Ford Racing shared, "I really enjoyed the Summit and the exchange of ideas between the panelists and the audience. The discussions covered a broad spectrum of ideas of where Social Media is now and where it is headed in the future, and left everyone who attended richer for the experience."

The power and use of social media was not just conversation, but was also actively practiced as attendees “tweeted” and updated Facebook pages on their laptops throughout the day-long event. Joining in the conversations were representatives from Chevrolet, Toyota, Stewart Haas, Bristol Motor Speedway, Charlotte Motor Speedway, Stewart-Haas Racing, JR Motorsports, Roush Fenway Racing and Michael Waltrip Racing. Participants and speakers came from Los Angeles, New York, Washington, DC, Philadelphia, Detroit and Daytona Beach.

“The Social Media Motorsports Summit proved that online community and social networking is having a huge impact on the motorsports industry in general and NASCAR fans in particular. In 2010, social media will grow to be an even bigger part of marketing and exposure for this sport.” said Agresta, who is EVP of Social Media and Digital Strategy at Porter Novelli.

Future Social Media Motorsports events are being planned for New York City and in Charlotte in May to coincide with the NASCAR Hall of Fame opening and the race festivities for the Coca Cola 600. Social Media Motorsports also plans to offer a “virtual summit” to accommodate motorsports professionals worldwide.

Additional information about the Social Media Motorsports Summit, please visit the summit website at www.socialmediamotorsports.com and the Facebook fan page at www.facebook.com/mediamensch. The twitter hashtag for the event is #smmsummit.

Social Media Trends in 2010 - Are you Planning or Reacting?

As we enter 2010, Social Media is spreading faster than any technology we have ever seen. MediaMensch Networks currently putting together a series of Social Media events for the Motorsports Industry www.socialmediamotorsports.com and are planning events for film and entertainment as well.

Last year, many companies did not plan or budget for social media, nor did they set up a social media strategy. Many reacted and experimented to see what worked with results being mixed. Now organizations will find that it is essential to combine social media with their traditional branding strategies to reach their customers, clients and fans. For example, should the CEO or a celebrity twitter? Should public relations "control" the content? What impact does social media have on current marketing practices? Did you feel it is important enough to budget to get your own ROI - ("Return on Influence")?

Our company, MediaMensch Networks is out there reviewing social media strategies and advising on what tactics may work. Our ability to stay current and provide "out of the box" approaches can lead to new solutions and tactics leveraging social media. MediaMensch's Social Media audits and review are a great way to jumpsstart your social media planning and process.

For more information contact, Andrew Kaplan, ewarriorbizdev@gmail.com or call 704-293-2151. www.twitter.com/mediamensch or find the MediaMensch fan page on Facebook.

Social Media Motorsports Summit

Media Mensch and LinktoMotorsports announces the Social Media Motorsports Summit to be held on Thursday, January 28, 2010 at the Westin Charlotte. This event is for executives, drivers, team owners, media and pr professionals who want to learn and participate in a dialogue about social media as the new frontier of reaching your fans to build stronger relationships and your brand.

Registration and information is available at www.socialmediamotorsports.eventbrite.com

The Trial (2010) - Andrew Kaplan, Assistant District Attorney

Photo of Andrew Kaplan in his featured role as Assistant District Attorney in the film called "The Trial". The film is based upon the best selling book by Robert Whitlow. The movie stars Matthew Modine, Bob Gunton and Rance Howard. This is the 8th film for Andrew Kaplan since he began Leatherheads with George Clooney in 2007. Andrew Kaplan was also the stand in for Robert Gunton who appears in the television series 24 and had an award winning role as the warden in Shawshank Redemption. Matthew Modine starred early in his career in Full Metal Jacket and recently appeared in the television series "Weeds". Rance Howard is a seasoned actor has appeared in over 100 movies and is the father of film director, Ron Howard. Learning from these world class actors was one of the best parts of the newest MediaMensch journey.

Newest Journey in Film - The Trial

A few years ago, I decided to start this blog about what it was like to arrive on a film set for the first time, when I worked on Leatherheads directed by George Clooney. Never in my wildest dreams would I have ever thought that this would turn out to be something that I would be able to do on a regular basis while living in Charlotte. Great actors and directors continue to come to the Carolinas to produce their films.

For most of my films I have been an extra. This film for the first time, I am officially a featured extra, playing a district attorney. The experience of this film has allowed me to be on the set, and watch and learn about film direction, production, lighting and acting from very talented and experienced professionals. The actors in the movie have worked on some of the most successful films and television shows such as Full Metal Jacket, Desperate Housewives, 24 and Crash.

From the production side, I am learning about lighting, camera angles, script supervising and how the directors interact with the actors.

So I am off to finish week one of this film. It has been one of the most interesting times of my mediamensch journey.

Start Up Your Social Media Marketing

Social Media is now the biggest buzz out there. Are you able to understand how to leverage your business and brand. Even if you build a facebook fan page or set up a twitter account, do you have the time and expertise to build the audience.

Here are some of the ways a social media firm can help you.

1) Develop a high level strategic marketing plan to reach your audience and build relationships
2) Guide you and your team to integrate and use complementary tools such as Facebook, Twitter, LinkedIn and your blog to execute your social media strategy.
3) Provide on-going support, advice and education about current best practices and changes within social media

MediaMensch works with clients who are looking to invest in their future. Old media such as advertising is not working well anymore. MediaMensch can provide you with a plan and the expertise to bring your social media plans into focus.

You can contact us at ewarriorbizdev@gmail.com with the Subject heading "Start Me Up"

NASCAR and Jimmie Johnson - The Winning Formula

The NASCAR Banking 500 was a time for change and a time for stability. At a time when Bank of America is under siege, the branding of NASCAR is taking some shifts. Not only was this a race which "political correctness" forced the changing of the race sponsorship, it was the last race for this track to be called "Lowes Motor Speedway".

So in the end the stability of the sport is coming from its drivers and specifically the race team of Hendrick Motorsports. Just as the NY Yankees has built is October dynasty, Jimmie Johnson, taking winning the qualifying, the practice sessions and then the race is a testament to hard work and team work and some deep pockets. Deep pockets don't win races, just as deep pockets don't always win you a world series, but it helps.

On this cold autumn evening, when the fans were bundled in blankets, Jimmie Johnson, blazed to his victory, warming the hearts of his fans and owner Rick Hendrick. This was a time to learn about setting goals when you are #1 and to continue to work hard to improve. Chad Knaus, crew chief, confidante and coach, said "You have to establish goals and push to the next. When you reach that goal move to the next goal." He had set high expectations for himself and for his team.

Battling his teammate, Jeff Gordon toward the end of the race, was one of the interesting parts of the race. Gordon had dominated Lowes Motor Speedway for a few years and to watch Johnson, battle and hold him off at the end was a punctuation mark that this in deed looks like Johnson's legacy and perhaps the year where talk turns to his future in the new NASCAR Hall of Fame.

Racing is about balance. Balancing the short run and the long run. Keeping momentum and stamina. Knowing others are gunning for you. One of the young gunners in the race was 19 year old Joey Logano, who finished 5th, battling Jeff Gordon in the closing laps. Logano said about racing Gordon "That was really cool....It was fun, I had a blast". Logano's top five finish in this race may set the tone for the next wave of young guns.

So the sport and sponsors are looking for the next great thing. You have smart articulate drivers leading the sport. Jimmie Johnson is a winner and Lowe's investment in his car shows its commitment to NASCAR, even as it had a crowning achievement of the Lowes car winning at the last night at Lowes Motor Speedway. Being witness to the Jimmie Johnson win is part of the legacy being built for the sport, Hendrick and the speedway. NASCAR and its drivers have the winning formula for the future.

Walter Cronkite - An Original Media Mensch

Walter Cronkite was the north star. He pointed the way with his humble, passionate intelligent reporting. He was my first real reporter and anchorman who I watched and listened to each night.

A true reporter from the Tiffany network. Something out of the world. He brought emotion and level-headedness to each broadcast.

Whether he was in the war zone in Vietnam or covering the launch of a spacecraft, he was the person of true authenticity and truth. We believed what he said, no spin zones allowed with Walter providing the news.

We gathered around the television for the good and the bad. The assassinations of JFK, RFK and MLK all required a time for reflection and Walter Cronkite was able to hold up the mirror to allow the country to reflect. He was a leader who put his ego aside for the focus on the story. He knew a good story and he told it straight.

He is a true American Treasure and a Universal treasure as well. We take a moment to close our eyes and breathe in that truth and allegiance that he brought to his audience. Walter you and your style will be missed.

"And that's the way it is"

Social Media for Realtors

Two weeks ago, I had the opportunity to present social media concepts at a technology open house for the Charlotte, NC realtors. Over 200 realtors attended this full day program taught by a team of instructors on topics such as twitter, facebook, and tools such as use of video and digital photography.

My morning sessions included a panel on social media and a class on LinkedIn for Realtors. Both sessions had standing room only. The morning panel was of interest as three of our panelists discussed the main social media tools and how we use them. Part of the discuss came down to "style" and "personal preference" on areas such as privacy and how much time in the day should one devote to social media. Other questions centered around the creative ways we use social media to engage in "conversation" My panelists included realtors Lori Bee and it moderated by Lexie Longstreet.

My individual morning session was held in the technology room with standing room only for a LinkedIn class. We discuss the history of LinkedIn including how the early days when I was part of a group of early adopters who would converse regularly with the founders. Some of the discussion included how to set up your profile for key word searches, the power of your "friend's friends. We also discussed the basics such as setting up your "elevator pitch". Showing how LinkedIn is the new resume and how clients may come to you because you worked together or went to school together in the past.

The afternoon session was about branding yourself on Facebook and LinkedIn. We started with the class writing down 3 concepts of how they are personally branded. The discussion moved to integrating of twitter and our blogs. The class explored the differences between LinkedIn and Facebook and how to use them together to make a powerful marketing and referal system. Our discussion also showed how systems like facebook learn about you and your interests, so how you are engaging is how the system will figure out how to attract others to you.

The day wrapped up and we received such positive feedback from the attendees that this was one of the best educations days that the Charlotte Area Realtors had ever offerred.

I want to thank Karyn Lindsey and her team at the Board of Charlotte Realtors for putting on such a successful program. With 9,000 realtors in Charlotte, looks like we have a few thousand more who can benefit from this topic..

For follow up for other realtors, here are some classes and training available:
1) One of One Coaching (single session or quarterly)
2) On site discussion, breakfast or lunch and learn
3) Public speaking at a realtor event
4) Brainstorming sessions for real estate firms - We lead a discussion on how to utilize social media for your firm.
5) Branding yourself with LinkedIn and Facebook. This can be held as an in-house session or you can sponsor this event for your clients.

For more information you can contact: Andrew Kaplan, ewarriorbizdev@gmail.com or at 704-293-2151.

LinktoMotorsports - Lori Banks, Founding Member

Lori Banks is one of the founding members on LinktoMotorsports. Lori is a devoted NASCAR and Indy fan. She grew up in a family that raced. Today she travels to many of the races with the Woods Brothers team. Lori can be found in the center of many of the events for NASCAR and was our first LinktoMotorsports ambassador at the Daytona 500 race.

LinktoMotorsports is approaching its one year birthday and now has over 1,000 members who are professionals in motorsports from around the world. MediaMensch is building this network and plans to have events at races around the world hosted by our members.

Currently you can find our members collaborating and sharing business ideas on the social network, LinkedIn.



Lori Banks captured on our Flip HD camera at the Coca Cola 600 in May 2009.

Filmmakers and Social Media

Most film watchers are focused on the top grossing films of the year from major studios such as Disney, Paramount, Universal etc. However each year hundreds of films are produced which are of high quality and need to find their niche audience. These include feature films, short films and documentaries.

The filmmakers are finding new ways to use tools such as facebook, twitter, youtube, internet television, and mobile content distribution to create awareness of their films.

Over the next few months, MediaMensch will be exploring this subject both on its blog and on its mediamensch radio show, eventually with a goal of turning this into a how-to use social media book for filmmakers.

If you have an interesting story about social media and film, please contact us at ewarriorbizdev@gmail.com and put the subject title as "Blog - filmmakers"

The Flip

At the Coca Cola 600 race ,we had a chance to work with handheld portable HD video camera called The Flip Ultra HD. This camera takes two hours of video and then connects directly to your USB port of your computer to upload video. It is one of the simplest video camera to use.

Video of Jimmy Johnson and Crew Chief Chad Knaus:



We used the camera to capture footage of the race and the press conferences. We also used it as we started a spontaneous marketing campaign for MediaMensch LinktoCharlotte and LinktoMotorsports brands in which people would say "I like LinktoMotorsports" or "I like LinktoCharlotte". We were able to capture Rick Hendrick and NASCAR legend Bobby Allison, plus a few of our LinktoMotorsports members who were in the infield area of the racetrack including one of my founding members.

We also captured video from around the track area and will be editing this for future media. For more information on this camera, you can visit www.theflip.com



If you are looking for a great addition to your social media arsenal. This pocket sized camera is a great addition for around $200 retail.

David Reutimann - Coca Cola 600 Winner

Photo: David Reutimann, Winner of the 2009 Coca Cola 500
(photo by: MediaMensch Networks/Andrew Kaplan, all rights reserved)


During a two day, rain soaked, rain delayed race, David Reutimann was the winner of the Coca Cola 600. He stayed out in the rain for hours. Here he is sitting on the ground against his car during the last rain delay.
The Coca Cola 600 was stopped due to rain at the 227 lap and he became the winner. This was his first win in the Sprint Cup.