SMCLA Blog Q&A with OXiGEN

oxigen logoSocial Media Club and Social Media Club Los Angeles (SMCLA) are non-profit organizations. To be able to provide quality programming and events, we have companies sponsor us throughout the year.

This year, we are very excited to announce that OXiGEN is the water sponsor for all our events. To get to know OXiGEN a little bit better, we interviewed the vice president of marketing and communications, Rebecca Peters.

When was OXiGEN founded and why? What is the story behind the launch of the brand?

OXiGEN was founded in mid-2014 after we discovered we had the ability to bring to market the first ready-to-drink oxygenated water that actually works! On shelves since November 2015, our product contains an O4 oxygen molecule that’s highly stable, meaning we get it to stay in the water. It doesn’t go “poof” out the top of the bottle when it’s opened like regular O2 oxygen does when you add it to bottled water.  We all know that oxygen and water are vital to sustain life and added oxygen has so many benefits. We wanted to bring those benefits to the masses through our product.

What three words would you use to describe the brand? 


How important is social media and digital marketing to OXiGEN’s overall business strategy?

Extremely important. Social and digital media is how we (consumers) get our information about everything, including new products, and social media allows us to easily educate ourselves on a large scale in real-time. OXiGEN has a great story and we use social and digital not only to tell our own story, but also to allow others to tell our story for us. 

What do you hope to gain, or have you already gained, by implementing social and digital marketing initiatives? 

We love our product and want as many people to know about it as possible, while at the same time ensuring they are educated about the “why” behind it. Why they should pick up OXiGEN versus any other water brand — or any other beverage brand for that matter! Why they should incorporate OXiGEN water and shot into their day and what it can mean for their general sense of well-being. Social and digital marketing allows us to do this at a level of intimacy that wasn’t previously possible. It also allows us, as mentioned before, to find people who believe in us and want to help spread the word about us.

Are there any emerging social platforms or digital tools that you are most excited to test in 2017? 

We are still a young brand in the midst of honing in on what really works to get people interested in engaging with us and about us. I’m excited to watch how this evolves in 2017 on all the social channels we’re involved in. Our team at Social Reality has done an amazing job in a very short time, so I’m looking forward to watching our progress over the next 6 to 12 months.

Why are you excited to be involved with SMCLA this year? 

We are happy to be partnering with Social Media Club Los Angeles this year for many reasons. One of which is the opportunity to get our product in the hands of professionals in the Los Angeles area who work tirelessly to run their businesses and/or serve their clients – they deserve a dose of mental clarity and recovery! Secondly, we are passionate about being incorporated into the communities in which our products are sold. Southern California is a key market for us as we are sold in many Vons, Gelson’s, Bristol Farms and Albertsons locations here.

Back to the brand, what are the benefits of OXiGEN products? 

OXiGEN water contains 100x the oxygen you find in regular water. OXiGEN shot takes it even further – with 500x the amount! More oxygen in the form of OXiGEN means you can recover faster from your workouts, twice as fast to be exact. So, whether you need an increase in stamina, greater mental clarify, recovery from a tough workout or even to combat jet lag and hangovers, OXiGEN provides the all-natural daily boost you’ve been looking for…without all the bad stuff like sugar, caffeine, or unhealthy additives. 

Where can people find OXIGEN? 

Head to your favorite grocery store and OXiGEN water is probably there! OXiGEN is sold throughout the U.S. and to find a retailer nearest you visit:

About Rebecca Peters, vice president, marketing + communications at OXiGEN.

Finding and telling stories for brands has been the crux of Rebecca Peters’ career for almost 20 years, first as a TV news producer and then in the field of Public Relations, Communications and Marketing. Over the last decade, Rebecca has worked with a diverse set of brands, helping them make their long-term, positive mark domestically, nationally and internationally. She has experience managing brand and corporate communications, creating long-term brand equity, developing and executing strategic communications plans and providing proactive and reactive communications solutions. Rebecca works consistently across all platforms – traditional and digital – building the OXiGEN brand into a household name.

Leadership Tips for Attracting, Engaging and Retaining a Multigenerational Workforce

Excellent workforce engagement advice from our generous sponsor!

TriNet, the cloud-based HR solutions firm, is a generous sponsor of SMCLA’s November panel on Social Customer Service.

For the first time in modern history, workplace demographics now span four generations, meaning that 20-year-old new hires can find themselves working side by side with colleagues who are older than they are by 50 years (or even more).

The oldest, more experienced workers (those born before 1946) are beginning to gradually exit the workforce taking with them vast amounts of knowledge and skill. Meanwhile, the Baby Boomers (those born between 1946−1964 and comprising approximately 41 percent of today’s workforce) are quickly becoming the aging population. An estimated 70 million Baby Boomers, many of them with significant power in organizations, will retire by 2014 leaving shortages of employees to fill high-level professional, managerial and technical positions.

Generation X (those born between 1965−1977 and comprising 29 percent of today’s workforce), and Generation Y (those born in 1978 or later and 24 percent of the workforce) will become dominant participants in the working environment, likely introducing new work norms and values. The transformation of the workforce will impact the traditional roles that each generational segment plays. Generations X and Y, for example, will become the primary service providers, while Baby Boomers will become the primary customers.

Historically, today’s workplace is the most diverse with respect to age that has ever existed. Each of the four generations has very different attitudes and perspectives about working. Hence, as they jostle over positions there will be some challenges as each group attempts to build cooperative and mutually satisfying working relationships.

Adding to these challenges is the unavoidable fact that we will soon see the emergence of a fifth generation.

As work paradigms and technologies change, an even wider gap may emerge between generations. Here are some important questions you need to consider:

  • What will this mean to your organization?
  • What is the generational mix of your organization?
  • How will you leverage the unique strengths of each generation in order to retain your key players, improve productivity and maximize teamwork?
  • Are your managers prepared to lead multiple generations?

When managed effectively, strengths, perspectives, and experiences can bring synergy in the workplace. As a leader, understanding yourself and how your underlying values and characteristics mold your views is paramount to managing multiple generations in the workplace.

Understanding generational influences and characteristics that have been researched and reported by various authors can help you to understand why employees may not be connecting in the workplace.

Although the exact birth dates defining the generations may vary depending on the research source, they are generally broken down into the following distinct groups. When considering the characteristics of each generation, it should be understood that demographics are generalizations that point to trends rather than finite data facts.

Traditionalists, Silent, Veterans…………………..Born between1927 – 1945

Baby Boomers………………………………………..Born between1946 – 1964

Generation X or Xers……………….Born between 1965 and the early 1980s

Generation Y, Millennial, Echo Boomers………Born between1981 – 2000

Gen 2020………………………………………………….Born after 2000

So, why should leaders care if employees from different generations respect and understand each other? When generations fail to communicate or work together effectively, it impacts the organization’s bottom line. Turnover rates and tangible costs such as recruitment, hiring, training, and retention can be negatively impacted. Morale may also suffer which can result in increased complaints and perceptions of unfair treatment or inequity.

Good leaders need to recognize the workplace characteristics and personal desires of each individual. They need to use these traits effectively in order to drive company performance and achieve organizational goals. Fostering retention begins by attracting the best talent, implementing strategies for actively engaging the workforce, and learning what makes employees perform at the highest levels.

Best Practices

  • Identify generational gaps and commonalties, along with communication barriers
  • Implement policies and programs that will allow each individual to contribute to their full potential
  • Review recruiting policies to ensure that you are using social media to attract the best talent (i.e., Facebook, LinkedIn, etc.)
  • Utilize innovative training methods, such as mentoring and peer-to-peer learning, to accelerate knowledge transfer across the organization
  • Ask employees what they need to be most effective on the job
  • Ensure leaders have the knowledge and skills needed to communicate effectively with all employees
  • Develop an effective and robust succession plan

Whether you text, tweet or actually talk on your mobile or office phone, remember that each of the generations should be valued for the diverse skills, mindsets and perspectives they bring to the workplace. Thoroughly understanding the unique social, political and environmental influences that have shaped their workplace behaviors, values and beliefs is instrumental in creating cohesive and productive work teams and employees.

Social Media Week 2013 Take-Away: Multichannel Networks Are On the Rise

This is a guest post from Social Media Week Los Angeles 2013 participant Elisabeth Aultman.

Elisabeth Aultman

If I learned anything at Social Media Week Los Angeles, it’s that now is a great time to be a multichannel network., just acquired by Dreamworks for an enigmatic, but impressive $33+ million (with some media reports placing the potential payout as high as $117m), hosted a panel Sept. 25, discussing the success of their 55,000 YouTube channels and the company’s role in supporting creators. Coming from a studio background where the conversation is often focused on dwindling revenue streams, it’s fascinating to see how new production models gain audiences — and dollars.

For example, CMO Margaret Laney and Social Media Manager Jessica Irwin discussed the deal Awesomeness cut with Wet Seal (a teen-oriented fashion retailer) to feature talent, like their Teala Dunn, in Instagram-based ads. The trick there is to intersperse commercial content with ad-free content posted from the same account and, of course, ensure the content feel “authentic,” even when it has an advertising component.

The hallmarks of authenticity are somewhat amorphous and arguably de facto missing in a commercial context, but seem to be centered largely around a DIY/under-produced look and some audience sense that it is actually the talent, rather than an account manager, creating these consumable snippets of content. In any case, the aim is to have the audience experience an ad as an extension of what they want instead of a hindrance, not unlike in-camera marketing for film.

Got craft? Even better, applicable basically anywhere money is an interest.

Of course, Awesomeness is geared toward the teen and tween segment, a generation that quite literally cut their teeth on iPhones. While these kids are more than adept at finding, using and even popularizing new apps, this model may not scale well into other markets or demographics. This is not just about technical prowess; a large number of channels are using daily vlogs from talent, which, while great for fostering relationships with younger brackets, can lose appeal as audiences age and have less time to invest. It would be interesting to see how the bones of the model could be expanded to include content relevant to other demographics, so that a brand can retain its hard-earned audiences even as their tastes change.

The take-away for traditional media monetizers is actually pretty simple: If you’re going to capitalize on talent qua talent, it is imperative that they’re engaged on social media, and not just using it as glorified advertising space. Audiences are getting wiser to attempts at manipulation. Likewise for talent, independent brand-building could be the factor that takes a career from bourgeoning to booming. Awesome…ness.

Website-making Magic: No Coding Required

So, you know how important it is to have an online presence in this day and age, right?

It’s critical.

But that doesn’t mean it’s necessarily easy or intuitive. Historically, you either needed to be a designer with interactive experience to build a professional website or you had to spend some money to hire one. Until

Creative Director Portfolio:
Creative Director Portfolio:
Designer eyewear shop:
Designer eyewear shop:

Each of the websites above was created using Wix’s proprietary HTML5 website-building platform, which is more like arts and crafts for the Internet than a confusing stream of code.

Oh, and it’s free to make a site with Wix! Come and learn more at Wix’s class on Wednesday, May 8, from 6:30 – 9 p.m., at ROC in Santa Monica. And get creating today!