Branding and Representation: an Interview with Cammi

Hello Cammi!  Welcome to the Pluggio Blog!  In a nutshell, how do you describe your work?

I am a digital strategist by day, a blogger by night.

How did you get started?

In 2008, when I closed down my nonprofit organization, I wanted to rebrand myself.  I contacted a PR firm, and the partner asked me to join them after our meeting. At that time, becoming a partner was not something I was interested in. I started a NGO from the internet but it doesn’t mean I am an expert in marketing and PR. I wanted to hire them, not work with them. I started joining Twitter and re-brand myself…

So how did you successfully rebrand yourself?

I guess I was lucky! I was at the right place at the right time and met the right people. I had a chance to become friends with a lot of top people on Twitter and they taught me a lot. Later, my clients approach me and asked if I offered digital marketing services. I have never gone to school for marketing, it was all trial and error. This summer I got a few job offers and I decided to settle with Thumble App.

What role does social media play in your work?  I see you’re on several sites- Facebook, Twitter, Pinterest, etc.  

Social Media is pretty much my work. Everything I do relate to Social Media. I have marketing campaigns on Facebook, Twitter and Google+.  Even when I organize an offline event, social media is big part of it.  No matter where we are, social media is part of our lives…..the only exception is when we don’t have Internet.

Can you talk about your basic approach to each, and how it differs?

There are different approaches for every social network but there are a few things that work on all of them:

1. Relationship is the King. Forget the number and focus on the relationship. Following is not influence. A lot of time marketers focus too much on following count, impression. Without a real community, those numbers usually have no meaning. I call them “social media one night stands”.


Build relationships, you cannot influence anyone without willing to invest into them. Show your community how much they mean to you. I love RT’ing and re-sharing posts from my community.

2. A photo is worth a thousand words. If you share a link on FB or Google+, share a photo with the link. You will get more attention.

3. Be human. There are people behind every brand,. Why don’t we show it. I always ask the Thumble Team to send me photo to share. I love creating funny photos of our team and share it. I chat with community member from my personal account after work. They are not just our potential users. They are my friends.

Let’s talk about ThumbleApp– you’re the “Tweet-In-Chief” for that; what can you tell us about it, what it will do, and what you’re doing for it?  

I’m the ThumblePrGirl.  ThumbleApp is a social photo game. It was created by co-founders Clayton Eu and Ricky Fung.  Thumble is a mobile photo game designed to make mobile photos more fun and interesting.  Start or join a photo game simply by taking a picture or uploading a picture with your mobile phone.

Photo games are more fun because you can create games for subjects you want to see.  For example,  /vintagesocks, /livingroomconcert, /crazyface, /sandiegosunset can all be photo games.  Just simply take a picture, add a game title, and you’ve started a photo game!

You can easily share your photos on Thumble, Facebook, and Twitter, and find out who takes more interesting photos between you and your friends with our ranking system.

How did you build your following?  

It took a lot of time and effort. I think I am pretty lucky. Once again I was at the right place at the right time and met the right people. I met many Twitter influencers when I just joined. They taught me a lot. At the end of the day it is all about relationships.

What kinds of people/businesses are they?

Most of them are marketers….It is Twitter; everyone is in PR or marketing. I also have a lot of tech, startup and fashion people.

How will you choose who you will follow?  What do you look for in a follower?

I like following people with original content. If I want to read an article, I will head to Google Reader. I want talk to real people and connect with them. I am pretty engaging, I am not a fan of people who don’t engage.

If you could go back to when you first began using social media, what is one thing you would have done differently?

I don’t think I will change anything. Everything happens for a reason and I always learn something. Social media is trial and error. I am who I am today because I made a lot of mistakes and learned from it.

What does Twitter do for you that nothing else can do?

It showed me that you don’t need a lot to achieve awesome things. If you can tell the world about yourself with 140 characters, you can live with less.  Life is so much more simple with less things and more time to focus.

What lessons have you learned about Twitter and online marketing?

Everything starts with relationships and end with relationships. It does not matter what you do, it always about the relationship.

Follow Cammi on Twitter here.

Do you use social media in a unique way for your work, career, or industry?  If so, would you like to be featured in one of our interviews?  Email us and tell us what do you.

Become a follower of us on Twitter at: @Tweets4SmallBiz