Lioness June 2012 by Lioness Magazine

ISSUE 9 JUNE 2012

F E AT U R E S

CAREER Women of the Web

H E A LT H Xbox and Nike Change the Fitness Game

BUSINESS What is the State of Your Business Technology

TECHNOLOGY Taking Your Business Virtual

COLUMNISTS

5 EDITOR’S LETTER 8 MANAGING ME 15 SHINE ON 28 YEAH I DID HEADING THE TREND An article in last month’s edition featuring Nikki Burnett, New England Regional Vice President of Health Equity for the American Heart Association and American Stroke Association, was accompanied by an erroneous photograph. Burnett, pictured here, is leading the way to healthy communities by making education and awareness initiatives readily available.

ISSUE 9 JUNE 2012

Editor-in-Chief Natasha Clark Copy Editor Jean Wroblewski Art Director Leonardo Pilares Director of Photography Denise Smith Columnists Crystal Senter Brown Brendaâ&#x20AC;&#x2122;s Child Erin Corriveau Katelyn Gendron Contributing Writers Lamara Hunter

ÂŠ2012 Lioness Magazine is the first online magazine geared toward female entrepreneurs. We deliver sharp and compelling information on a variety of topics that are relevant to female entrepreneurs and professionals. Our mission is to elevate, educate and support female professionals. We celebrate the unique challenges and achievements of women in business. We believe women are multi-dimensional creations who flourish, personally and professionally, when they take time to nurture their spirits.

editor’s

letter Natasha Clark

Lioness joins Womego We started Lioness Magazine 10 months ago because we cared about sharing the stories and experiences of female entrepreneurs. Now we have the opportunity to expand that dream! Out of 300 women publishers, Lioness has been invited by WOMEGO, LLC to participate in, what we expect to become, one of the most important women’s online communities. WOMEGO will blend easy-to-use social networking tools with a remarkable group of women publishers that provide inspiration and information to an existing audience of more than 30 million women around the country. WOMEGO is a continuation of this “bottom up” approach to sharing content that comes from many voices and viewpoints in an expression of media democracy. We at Lioness invite you to join us at www.womego.com. WOMEGO.COM is more than articles … It is We the Women, the Movers & Makers in communities around the country, facilitating non-profits, pushing for better products and services, starting new companies, leading families, and helping each other to live healthier and more productive lives. WOMEGO.COM shares the collective stories of women around the country who, through their resourceful efforts and moxie, are creating a better and more caring culture for future generations. WOMEGO.COM is educational, informational, inspirational and resourceful! The articles are professionally written by women from around the country and offer information on a variety of topics ranging from health and wellness to personal finance to travel to spirituality. So let’s get on with the sharing! Join Lioness at WOMEGO.COM.

Natasha

LIONESS JUNE 2012

Mallory Blair

Women of the Web Three Women Who are Using Social Media to Take Cyberspace by Storm By Jennifer Sawyer

ove over diamonds, the web may just be a girl’s new best friend. A quick Google search for “Women in Technology,” yields pages upon pages of female-run coalitions, meetup groups, boards, councils, organizations, and nonprofits dedicated to empowering women as the latest tech innovators. Women are more visibly involved with technology than ever before, thanks to the growing use of social media. They make up nearly 60% of all Facebook and Twitter users, and an overwhelming 82% of Pinterest members. But it all seems to be for a greater purpose, as female entrepreneurs take the Internet by storm to start initiatives, reach people all over the world, and take their ideas to new heights. Jessica Lawrence has noticed a very visible growth of women’s involvement in technology over the past few years. Lawrence is the Managing Director of NY Tech Meetup, a non-profit organization and the largest meetup in the world, with over 23,000 members. Started in 2004, NY Tech Meetup consistently sells out its monthly events, and has enjoyed the growing involvement of female members. “Women have seized the opportunities that make for incredibly successful technology companies,

from fashion to finance to media and arts and culture,” Lawrence says. “There’s an incredibly strong community of female entrepreneurs who have built an outstanding support system that facilitates women building and launching successful technology-based business.” Lioness Magazine chatted with some of the ladies whose success stories fit the bill. Meet three women who are taking the web by storm. Tammy Tibbetts, She’s The First Tammy Tibbetts lives by the mantra that social media drives social change. The New Jersey native is the founder of “She’s the First,” a not-for-profit that sponsors girls’ education in developing countries, helping them to be the first in their families to graduate. Through creative uses of social media and the web, “She’s the First” inspires Americans to create fundraisers and correspond with students in sponsored areas. The project had humble roots. A recent college graduate, Tibbetts wanted to draw attention to some particularly alarming facts, specifically that one in 4 girls in the developing world are not in school, or that out of the 130 million youth who are out of school in the world, 70% are girls. In August of 2009, Tibbetts and a group of friends met in her New York City apartment, developed a mission statement, and plans for the PSA video

that launched shesthefirst.org. Tibbetts continues to witness the power of the web as “She’s the First” expands its reach. “It’s how I found my closest collaborator, how we found our team, and how we communicate with our campus chapters,” she says. It’s also how one of their most well-known fundraisers caught on. Lindsay Brown, a then-sophomore at the University of Notre Dame, organized a tie-dyed cupcake bake sale at the school, and raised nearly $1,000. Inspired by the success, “She’s the First” organized the “First Annual Tie-Dye Cupcake Bakeoff” in 2011. Using social media to spread the word and market the completion, “She’s the First” raised more than $22,000 over the course of the completion, enough money to sponsor 48 girls across Africa, Latin America, and Southeast Asia. Her non-profit work was honored at Glamour’s 2010 Women of the Year Awards. In October of 2011, Tibbetts was named to Folio magazine’s 13 under 30, honoring emerging young leaders in media. She’s also the founder of the “Girls Who Rock” annual benefit concert to support girls’ education worldwide. By day, she is the social media editor for Seventeen.com. Tibbetts sees the web of one of the greatest catalysts for change, but recommends that aspiring entrepreneurs look first within themselves for

Continued on page 11

LIONESS JUNE 2012

[ THE CHICKEN FILES ] As someone who has made it her life’s mission to inspire people, I‘d have to say that my focus has primarily been on inspiring young people, especially females. Through the years I have maintained contact with many of my mentees, and I am extremely proud to watch as they grow into being ambitious young ladies. What I noticed as I check up on them via Facebook is that many of their peers, now of age, are still lost. I am briefly discouraged when I see young women between 18 and 24 years old who really have no idea what it means to be “grown up” yet love to call themselves independent. I’m also a firm believer in Gandhi’s words about “be the change you want to see in the world,” so I do my best to lead by example. Fortunately, adolescents are impressionable; and a positive example yields positive results. The dilemma occurs with females who are legally adults. They feel that because they are now of age, who am I to tell them how to live their lives? My solution: I get on line! This is where I am seeing the risky photos, the videotaped fights, the baby daddy blasts. To counteract this trend, in April of this year I launched my first webisode of The Don’t Be a Chicken Files. The title is based on the slang word “chickenhead” which is often used to refer to young females who basically dress, behave, and speak in a way that demeans them-

LIONESS JUNE 2012

selves, their family, their race, and their gender. Simply put, it’s a young loser. I intentionally chose the term “chicken” as opposed to other derogatory names like “hood rat” because I had studied chickens and discovered that their habits coincide with the poor behavior of some young women. My first episode was, of course, on social networking. The second was on baby daddies vs. fathers. Future topics will include education, goal setting, relationships, friendships, proper dress, and money management. While it may seem odd that I’m writing about young women exhibiting poor behavior in a magazine geared toward entrepreneurial women, I think we too often criticize or ignore this population. Workshops and conferences motivate and inspire us; and we, in turn, need to motivate and insire this group of “chickens.” While my straight forward webisodes aren’t for the thin-skinned, I get right on their level and tell them how it is because if I hadn’t had role models in my life, I too might have become a Chicken. Thank goodness I learned the error of my ways! You support the movement by watching and sharing the videos on YouTube or via the face book page for The Right Amount of Sunshine.

Managing Me Brenda’s Child has made it her life’s mission to inspire people through poetry and stories and through leading by example with courage, confidence, and integrity. She emphasizes self-love, worth, and value. She also feels obligated to tell the truth ... even if it hurts. Visit www.brendaschild.com

6 key reasons to move to the Cloud and Google Apps

icrosoft Office is still the primary on-premise, suite of desktop applications. Sure, Outlook can be accessed remotely but workable files are still stuck on local computers, increasing the need for a portable memory device, tablet or laptop. This has been a restriction for over 30 years says Michael Carter, CEO AppsCare. The modern workforce requires data, whenever and where ever they are. Cloud computing delivers this. With over 4 million businesses using Google Apps, it is one of the most mature cloud solutions available. Forbes recognise the importance of cloud computing. Here are 6 reasons why businesses should take advantage of the cloud and Google Apps for Business. 1. COST OF OWNERSHIP AppsCare lowered Dolby Medical's total IT costs dramatically by delivering Google Apps at just £33 per user per year. The enormity of Google’s infrastructure enables costs to be absorbed which makes Google Apps for Business a cost effective solution, in addition to the features and functionality which are unrivalled by competitors. Google are the first major cloud provider to eliminate maintenance windows from their service level

LIONESS JUNE 2012

agreement. Google achieved 99.99% up time, equating to 43 minutes total downtime in the last 12 months. 2. MOBILITY 1ST Traditional software traps company data behind corporate firewalls, which only offers access on a limited number of devices. Cloud applications are available across any computer or device giving you access to company data from any location, no matter the distance. “The on-going value of access to information from anywhere, totally independent of the device, is where we’re seeing the real gain” VP, Baird & Warner, Inc. "For those workaholics out there, you can now take your work with you on holiday!" Andrew Martin, AppsCare. 3. SIMPLIFY INFRASTRUCTURE Reduce costs (again, surely not?) No in-house maintenance is required and yet businesses still benefit from the latest tools and systems. Google notes that employees adapt far better to a continuous stream of small manageable improvements rather than large disruptive batches of change, which reduces change-management challenges with a much improved user experience. 4. SCALABILITY Gartner identifies that expansion on the back end can sometimes be just as costly as hiring a new

employee. Google Apps is flexible; with near unlimited scalability to connect more (or less) employees as you need so you only pay for what you use. If you need more bandwidth Google Apps can instantly meet your needs due to its vast capacity of remote servers. 5. TEAM COLLABORATION Google Apps solutions provide convenient and cost-effective methods to overcome the continuity and productivity challenges of dispersed workforces. Google Apps also provides innovative collaboration on one document with full revision history, and security controls, which ultimately enhances efficiency, productivity and creativity. 6. COMPATIBLE FILES STORED ONLINE One in ten laptops are stolen within the first 12 months of ownership (FBI), equally high numbers of employees report losing sensitive company data on memory sticks, this is not the case with cloud computing as you have secure access to your data, where ever you are. The move to cloud is the most significant shift in technology for over 30 years. It is as inevitable and irreversible as was the move for Steam power to Electricity.

women of the web

inspiration. “Find a cause that you care about, and figure out how you can help as an entrepreneur. Get involved with something greater than yourself. Own your little piece, but see how what you’re doing fits into the greater equation.” Perhaps one of the major reasons behind TIbbetts’ success is her follow-through. She knows that taking true advantage of social media doesn’t just stop at the keyboard. “You have to do more than just ‘retweet’ or ‘like’ something,” Tibbetts says. “You have to match it with action.” Babette Pepaj, BakeSpace When Babette Pepaj discovered her love of food at a cake decorating class in 2006, her newfound penchant for the culinary community led her to the computer. When she saw a void for connecting home cooks, she started BakeSpace.com, a site that celebrates the social tradition of food by reinventing it on the web. “There was nothing to connect the home cook in real time,” she says, “and this is something of value that people are sharing.” A grassroots community, BakeSpace allows members to post, search, and swap recipes in real time. Members can also customize their own “online kitchens”, raid the “virtual pantry,” upload videos and blogs, or even try out “Cookbook Café,” a DIY Cookbook-builder app that launched in February. Papej explains what sets BakeSpace apart from other recipe websites. “It’s not just a place where you can find great recipes,” she says, “There’s an opportunity to discover and curate your own content.” With no true tech experience, the project had its share of learning experiences. In the beginning, the site existed without a content management system, and Pepaj relied too heavily on a developer to make decisions, instead of teaching herself about what was available. Her attempts to find the perfect fit were soon overruled with the sense of urgency at realizing the web waits for no one. “I made every mistake!” Pepaj says. But if you don’t get something out there, someone else will beat you to it.” Pepaj soon made a point to learn the ins and outs of maintaining a website. “You have to understand the limitations based on what you can afford… how many servers you have, how the database is efficient,” she explains. “If you don’t understand scale or how the technology works, it doesn’t matter how much traffic you get.” Papej’s efforts have certainly paid off. BakeSpace has received back-to-back Webby Awards, one of the highest honors for excellence on the internet presented annually by The

Tammy Tibbetts and Babette Pepaj

International Academy of Digital Arts and Sciences, and the website has been featured in the likes of Bon Appetite, The Washington Post, and NPR’s “Good Food.” Despite her early challenges, Papej has enjoyed continuing success, and BakeSpace now boasts 60,000 recipes and counting. “When you’re an entrepreneur, you figure out a way to make it work!” Mallory Blair, Small Girls PR Mallory Blair may only be 23 years old, but her PR savvy goes well beyond her years. A graduate of NYU and former MTVu VJ, Blair went into business in 2010 with Bianca Caampued, a LIM College grad Blair met when Caampued crashed her 21st birthday party. A business was born shortly after. Though their stature is small (Blair is 5’3, Caampued, 5’0), their approach to creating attention for their clients is anything but. The two specialize in social media outreach, event planning, buzzworthy stunts. Most notably, Blair and Caampued wore a client’s prom dresses every day for 30 days, blogging, photographing, and videoing the experience. Their prom dress challenge landed the homepages of Glamour and Elle Girl, and prompted The New York Post to name Blair “Prom Queen of the

Tech Scene” after the 2011 stunt. Blair and Caampued don’t just talk the talk to their collective 50,000 followers across Facebook, Twitter, and blogs. They act as billboards for their clients and integrate brands into their day-to-day routines. “It’s not enough to ‘sell sell sell,” Blair says. “We lead by example. We wear their jewelry, wear their glasses, and all of this is tagged so we can show our clients what we’re doing that works. The small girls may be a perfect argument against the impersonality of the web claim, as their relationship-based approach goes beyond “likes” and “follows.” Their website sweetly proclaims that the small girls “want to introduce you to all your new best friends, those who’ll always save your brand a seat at the lunch table and have your brand’s back when they fall at the roller rink.” The spirit of camaraderie is particularly important to Blair. “It’s not enough to be the faceless, nameless entity,” she says. “We’re friends with the community and engage the blogger. We know what they like and what to offer them.” Blair recognizes growing empowerment of the female techie, and looks forward to seeing women take a more visible role in the field. “There is much more of a push for women to be coding at the table, for girl developers and girls

LIONESS JUNE 2012

Stefan Olander, Vice President, Digital Sport, Nike, speaks at the expo.

Xbox and Nike team up to revolutionize fitness at home

t the Electronic Entertainment Expo (E3) on June 4, Microsoft Corp. and NIKE Inc. ushered in a new era of home fitness, unveiling “Nike+ Kinect Training” only on Kinect for Xbox 360. Featuring Nike trainers who work with some of the company’s top athletes, “Nike+ Kinect Training” is a custom training program rooted in elite Nike fitness and specifically designed to help athletes of all levels reach their potential in the comfort of their own homes. Whatever your fitness goal, "Nike+ Kinect Training" will give you the tools to get you there. Through the magic of Kinect, the personal trainers within the experience can see how your body moves, assess your physical strengths and athleticism, identify areas for improvement, and create a personalized workout plan to help you achieve your personal best. With real-time feedback to make sure positions and movements

LIONESS JUNE 2012

are correct, the “Nike+ Kinect Training” custom program evolves as you do, helping you get fitter, faster and stronger. “By combining Nike’s understanding and knowledge of great athletes with the powerful technology of Kinect, we have created a personal training program unlike anything currently available,” said Yusuf Mehdi, corporate vice president of Marketing and Strategy of the Interactive Entertainment Business at Microsoft. “Kinect becomes the eyes for ‘Nike+ Kinect Training’ instructors, bringing a new level of engagement and personalization to the program that blurs the lines between a personal training session and a game.” Nike is the leader in sports innovation and has developed new ways to inspire athletes at every level with digital services such as Nike+ and the Nike+ FuelBand. With “Nike+ Kinect Training,” Nike training can be personalized for anyone — from a professional athlete to an

everyday athlete or even for someone who is just getting started. “‘Nike+ Kinect Training’ gives everyone access to the same training that we give our professional athletes. It merges our understanding of the greatest athletes in the world with the amazing sensor technology of Kinect for Xbox 360,” said Stefan Olander, vice president of Digital Sport at Nike. “‘Nike+ Kinect Training’ will make working out at home fun and inspiring, and with its seamless connection to two huge global communities in Xbox LIVE and Nike+, you’ll always find more motivation in someone to train with or challenge.” Take your training experience further by competing in challenges, sending encouragement to friends, and staying connected with a mobile app that keeps you motivated and on track for your next workout.* “Nike+ Kinect Training” will be available exclusively on Kinect for Xbox 360 during the holiday 2012 season.

LIONESS JUNE 2012

Organize your life an app at a time I am a self-proclaimed smartphone junkie. Remember my very first article for Lioness Magazine? I talked about how sometimes we all need to “Step away from the smartphone” in order to find peace in our lives. I still believe in stepping away from technology from time to time, but I also believe we can use technology, specifically apps, to make our lives less stressful and more productive. Here are a few of my favorite apps/ websites that assist me with everything from studying the Bible to generating extra income.

Shine On Sista! Crystal Senter Brown has appeared in Essence Magazine, Vibe Magazine and Redbook Magazine and has released three music cd’s and three books, most recently “The Rhythm in Blue” (www.therhythminblue.com.) But the role she is most proud of is being Adonte’s mother and Corey’s wife. Learn more about Crystal at www.crystalsenterbrown.com.

Study the Bible Every morning I access the online Bible app Youversion to read my daily scripture and my daily devotional. Youversion offers free reading plans to suit any Bible reader, from moms to business owners to those of us who find ourselves dealing with a personal struggle. Youversion is free and can be downloaded to any smartphone device. This way you’ll always have your Bible onhand. www.youversion.com Get Fit Want to shed a few pounds and make friends in the process? I downloaded My Fitness Pal a year ago after one of my fellow Lioness Magazine columnists told me about it. The app allows you to track your calories, exercise and weight. It also allows you to post your progress on your Facebook page or Twitter account. www.myfitnesspal.com Earn your degree When I enrolled at Bay Path College, I never dreamed I would be able to earn college credit while sitting at my lap-

top at my kitchen table. But I did, and now I have earned my Bachelor’s Degree. Most schools offer online learning, check with your local college to see what is offered. Remember to call your grandmother/ mother/ other family member I discovered Hassle Me after I kept forgetting to call my grandmother on Sundays. She is 94 years old and hard of hearing, so contacting her via telephone was a process that had to be planned. She is only “near” her landline phone at certain times of the day, so I programmed Hassle Me to remind me to call her every Sunday and to send a letter to her every Wednesday. I also use Hassle Me to remind myself to eat my veggies and drink more water. www.hassleme.co.uk Get paid I cannot tell you how many times I have been at an event and someone wanted to purchase my book or cd, only for me to have to turn them away because they didn’t have cash on hand. Well, not anymore! Now I pull out my handy Square card swiper and swipe away! The money is deposited into my checking account the next day. Square is a musthave for any female entrepreneur with payments to process on-the-fly. www.square.com Check your smartphone/ computer to see which apps would work best for you. Do you need more organization? A better understanding of the Bible? A healthier life? Or even a college degree? There’s probably an app for that!

LIONESS JUNE 2012

Spring cleaning your small business technology (ARA) - For small businesses, technology is like the windows in a home. It's an essential component of your overall operation, one of the important ways in which you see and interact with the world, and, like windows in a home, you probably don't think about cleaning it that often. Yet your technology needs care and maintenance, just like the windows in your house. Spring is a great time for small businesses to focus on cleaning up and organizing their technology. Doing so can make a business more productive and efficient and also reduce costs. Here are seven must-do spring cleaning tasks for your small-business technology: 1. Appraise your security and protection programs Ideally, your software settings should be programmed to check for security software updates automatically, but it's a good idea every now and then to manually run an update check. Also, if your business's PCs are running Windows 7 Professional, you're one step ahead in security, since the operating system already helps protect your computer network from malicious cyberattacks and safeguards sensitive information, such as credit card numbers and employee and customer information. 2. Update other software that you use frequently Checking for updates to programs such as accounting or inventory tracking software is important to make sure you're running the latest version. To do this, simply go on product manufacturers' websites to see if they have any available security updates, and follow the instructions for downloading and executing the updates. 3. Review your back-up system Backing up your data is essential. If you don't already have a back-up system in place, spring is a great time to start using one. If you already use back-up technology, review how well it's working for you. Is it secure, easy to access and easy to use? Products such as Windows 7 Professional have features such as Backup and Restore, which allow you to pick a schedule to back up files, so all you have to do is set it, and then you can forget it. 4. Organize documents on your PCs and in the cloud When working with numerous documents on a daily basis, things can easily get unorganized and

LIONESS JUNE 2012

misplaced. Being able to quickly access documents improves efficiency for your organization and employees. If you use Microsoft Office 2010 or Microsoft Office 365, you already have access to the tools you need to manage email, documents, contacts and multiple calendars. For example, the Navigation Pane and Microsoft OneNote 2010 can help you get your files in order, while the calendar-sharing capability in Office 365 makes scheduling meetings with team members easy. 5. Maintain or upgrade your hardware When was the last time you cleaned your keyboard with compressed air? Or wiped down the monitor with a static-free cloth? Or checked the battery in your wireless mouse? Spring is a great time to do those things, along with considering an upgrade to a wireless or Bluetooth mouse or keyboard. It's also a great time to research and check out new PCs on the market, such as ones that are more energy-efficient and easy to take on the go. 6. Give your printer some TLC Printers tend to be one of the items no one thinks to maintain - if it prints, it's good. But like every-

thing else, it's a good idea to do things like remove and empty paper trays to make sure no small bits of paper are trapped inside the printer, make sure components - such as the print cartridge - move smoothly, and check online for software updates from the printer manufacturer. 7. Don't forget about yourself As important as it is to do some technology spring cleaning around your business, it is equally important to remember to take some time for yourself and smell the flowers. Sometimes it's a good idea to disconnect and put your out-ofoffice message on. But sometimes that's not possible, so products such as Windows 7 Professional can give you the option to take your business on the go and allow you to connect almost anywhere. Finally, if you need any more incentive to do some spring cleaning and upgrading, consider this: That new hardware or updated software you buy this spring can be a tax write-off come tax time next year. If you are considering updating this year, you should visit www.microsoft.com/windows/business and learn more about how Windows 7 Professional can help improve your business this spring.

LIONESS JUNE 2012

Local or Global – Business support you can count on By Joan Long

’ve been a member of Western New England Business Support Services (WNEBSS) for at least a decade, and would like to introduce you to our diverse and collaborative group. Technology may seem like it replaces a human in many instances, but it allows us to complete projects through networks, remote access, and document storage. Meet a few members, and get their take on technology.

Karen Blinderman (KayBee Marketing Resources and a WNEBSS founder) started her business full time in 1997. “We’ve come a very long way since the time, in my former career, where my office computer was connected to my home computer using PC Anywhere. We were so thrilled to make the connection at all; I was the only one among hundreds of office staff to want to work ‘virtually’ (i.e., from home). It was so new that our IT staff wasn’t sure how to make it work. Now we have a multitude of ways to stay connected digitally, and we don’t even think about it.” Maryann Cruz (THINK Virtual Solutions, LLC) provides support to small and medium size businesses. She says, “Technology creates new opportunities for business. It expedites the way we communicate, network, market, manage and respond to clients.” Vickie Hadge (Virtually Done by Vickie) has a global client list. “Technology is my best friend. Keeping in contact is essential to building relationships, keeping on schedule, and working in real time. I currently use Skype for instant messaging, audio calls, video calls, screen sharing, and file transfers. I also utilize virtual classrooms such as WebEx and Adobe Connect. The tools available in these technologies can be used to create a truly collaborative experience. Technology has brought me closer to my clients even if they are on the other side of the globe.”

Joan Long founded Essential Office Services in 1999, capitalizing on an extensive background in office support, a dusty English degree, and a need to break free of the cubicle. She has written articles for Healthcare Ledger and Agawam Advertiser, and currently works with local boards of trustees for two charter schools, provides virtual support to a financial planning firm and, in her spare time, toys with various creative projects. Joan can be reached at info@essentialoffice.net.

You can see the old secretarial pool has been replaced with today’s tech savvy VA. Our members have experience in countless fields, and we each work in different specialties like marketing, finance, and career coaching. WNEBSS was established in 2001. Members can be reached through WNEBSS.org.

LIONESS JUNE 2012

T E C H

What makes a great website? Objective! A great web design process is cyclical and is goal-oriented – idea/brainstorming, design and development, measure/analyze, learn, and then back to new ideas to meet your objectives. Don’t think of how website pages need to look or what content they need to feature, instead think about what goals and objectives you are looking to achieve with the website. The brochure website is long gone – engage by telling a story! Peter Ellis, Creative Director DIF Design, Springfield, MA

What is cloud computing? Cloud computing consists of hardware and software resources made available on the Internet as managed third-party services. These services typically provide access to advanced software applications and high-end networks of server computers. Types of Cloud Computing include: virtual IT, software and network storage. Using a cloud computing environment generally requires you to send data over the Internet and store it on a third-party system. The privacy and security risks associated with this model must be weighed against alternatives.

Bradley Mitchell, Engineer, www.about.com

T E C H

What is Internet marketing? The Internet presents us with endless opportunities to find and connect with the people that matter most to us. Anyone looking to market their business online can use a number of social media tools, a successful blog and ad outreach to raise awareness for their business among targeted communities. The best strategy is to select 2-5 of these tools (Twitter, Facebook, Adsense, Blogs, etc...) that best suit your needs and do those extremely well. This helps keep you from getting overwhelmed with noise and it also keeps you focused.

Kaitlyn Pierce, Social Media & Style Blogger Founder of Blog-Trends.com Pittsfield, MA

What’s

New? Lioness checks out Hammacher and Schlemmer to see what’s new for 2012! iPhone Video Lens This is the iPhone lens that captures seamless 360º panoramic video. Using the same technology found in U.S. Army surveillance cameras, the lens has a curved mirror that gathers light from all directions and reflects it back into the iPhone's camera, enabling video recording in all directions simultaneously without requiring image stitching. A free app automatically calibrates the focus, adjusts the exposure, and allows you to pan and tilt the viewing perspective up to 360º on the horizontal plane and up to 80º on the vertical plane. The lens captures video at 30 frames per second and at 1920 by 456 resolution for the iPhone 4S and 1280 x 304 for the iPhone 4. The removable lens attaches to the included iPhone hard case that can be used as an everyday protective cover. Includes a microfiber pouch for the lens. Compatible with iPhone 4S and 4.

The Bladeless Fan Winner of Time magazine's "Best Inventions" award, this is the fan that uses technology found in jet engines to generate a cooling air stream without any blades. A turbine inside the base draws in air and propels it up to the loop amplifier. Air is expelled through a 1-mm slot along the circumference of the loop amplifier and across a 16º airfoil-shaped ramp, resulting in 15X more air velocity. The fan draws air from behind and along its sides into the air stream and produces a smooth, uninterrupted stream of air, unlike typical fan blades that "chop" air into uneven, intermittent breezes. A dial allows smooth, continuous adjustment of air velocity. The fan's 5 1/2"-diameter base sets up unobtrusively on a desktop or table, it oscillates 90º, and tilts 10º up or down.

Continued on next page

LIONESS JUNE 2012

Whatâ&#x20AC;&#x2122;s

New? The Folding Electric Bicycle This is the electric bicycle that folds in half, ideal for commutes and storage at work or an apartment. Folding around its integrated battery compartment, its front half collapses against its rear half while its front unifork folds into the frame, creating a compact 30" H x 18" W x 12" D shape. Deployed for riding, its silent 250-watt electric motor assists up hills or powers across broad flats for smooth cruising on 20" tires up to 15 mph in full-power mode. When in assist mode, sensors in the pedals detect how hard you are pedaling, which prompts the motor to engage; three-speed control is located at the handlebars; the bicycle can also be pedaled without powered assistance. Its LCD panel displays remaining battery life, speed selection, current speed, and distance traveled. A removable 24-volt rechargeable lithium battery provides a 15-mile range on a six-hour charge using the included AC adapter. Front discs and a rear hub provide confident braking. Aircraft aluminum frame supports riders up to 250 lbs.

The iPhone And iPad Charging Speaker Dock This is the speaker dock that charges an iPhone and iPad simultaneously. Two dedicated 30-pin dock connectors hold each device upright, providing a convenient charging platform that requires as little space as a box of tissues. The dock plays music from either device through the unit's dual integrated stereo speakers, allowing you to watch videos or listen to a music collection while the iPad and iPhone charge. With USB and 3.5 mm auxiliary ports (cables included) that allow connection to an iPod or other MP3 players. Compatible with all iPhone, iPad, and iPod Touch models. Plugs into AC via iPhone/iPad wall adapter.

The In Pool Exercise Glider This aquatic exercise apparatus takes advantage of water's natural buoyancy and resistance to deliver an effective low-impact workout that's gentle on joints and muscles. The unit rests in water at least 3' deep, and users simply stand on its foot pads and glide back and forth in a motion similar to an elliptical machine. The device enables users to gain the benefits of regular aquatic exercise in their own pool, increasing range of motion, building muscle strength, and improving cardiovascular conditioning. Because the exercise is performed in water, users can maintain balance more easily and the force applied to joints is far less than that of land-based equipment. The glider's legs and handles move smoothly thanks to sealed stainless steel ball bearings and its 16-gauge stainless steel frame and plastic foot pads withstand constant submersion in treated pool water or saltwater. The frame supports up to 260 lbs. and its tubular design prevents damage to the pool. Not for use out of water.

LIONESS JUNE 2012

Women In Business

Name: Kimberlynn Cartelli Liguori City, State: West Springfield, MA Title and/or specialty: Director of Marketing Company/Organization Name: Fathers & Sons, Inc. History: The tradition began with Dominick Cartelli, owner of Cartelli Pontiac in Holyoke who specialized in the sales and service of Pontiac, Jaguar, and MG’s. His son, Robert, worked with him for a few years before opening Fathers & Sons in 1974. Robert named the business after a book he read in college about European immigrants and their entrepreneurial ventures. Volvo and Saab were his first franchises, followed by Porsche and Audi, and later with Volkswagen to round out the European lineup. Kia was added to the product offering in 1999. Damon Cartelli, Robert’s son, worked for the dealership when he was a teenager performing a variety of duties, from washing and moving cars as a lot boy, to working on the customer relations end as a service advisor. After graduating from Boston College in 1994, Damon came back to the dealership and worked in the sales department. He worked his way up to Sales Manager, and eventually became the General Manager in 2000. In 2008, he purchased the business from his father and became President. What you do: Responsibilities include, leading and managing strategic development and implementation of all customer acquisition, customer

LIONESS JUNE 2012

retention, and branding strategies; managing annual advertising budget; conceptualizing, implementing, and optimizing key marketing initiatives including television, radio, print, direct mail, online, and publicity-driven campaigns for each manufacturer and the dealership in general; overseeing brand development and communication; creating and designing all print marketing and advertising materials; creating, managing, and updating website and social networking content; establishing and managing relationships with outside vendors to maximize ROI; negotiating and resolving customer-relations and employee issues. The dynamic of a family: My brother has given me the greatest gift in that I have the unique ability to work from my home office in RI so I can raise our son and still contribute to the family business. Making your mark: Our TV ads for our highline store (and previous ads for our VW store) are known for being the antithesis of “car dealer” ads. Customers and viewers alike have complimented us on this approach. I wrote the script for our award-winning "Passion" TV campaign recipient of Charles H. Stein award as well as the script and concept for a Volvo TV ad featuring Derek Kellogg and F&S owner, Damon Cartelli, winner of the Silver Telly Award, the highest honor for television advertising. My direction: I hope to be able to continue to find a balance between work and raising my family and give my all to both endeavors.

Facebook®. An incredibly amazing social network of the most useful (and most useless) personal and professional information wrapped up in a big Facebook-blue bow. It is one of the most widely-used resources for the immediate sharing of urgent world news, quick access to a company or business information and can let you know in five seconds if Tom and Lisa are having a boy or a girl because their sonogram is today at 4 p.m. As for me, I’m a fan of Facebook®. I use it both personally and professionally, connecting with friends and family, keeping up

with local businesses I support, creating events and relaying referrals. I am also a huge fan of the birthday notifications – no need to add them to my calendar, my trusty Facebook® notifications will remind me in the morning! While I have fun with it, I also keep in mind that I am representing myself with what I post. Yes, we have the freedom of speech. Yes, your Facebook page is your personal page where you can rant and rave, joke, gossip and everything in between. Yes, if people don’t want to read what you write they don’t have to (trust me, I don’t). I have absolutely voiced my opinion on topics that I am impassioned about. I have thrown in a “having a bad day” rant a few times. At the end of the day, I take note of how I represent myself on Facebook®. If you fall into one of the following categories you may want to re-think your posts. Status Updates The Reporter: “My fish just blinked.” Fascinating. I’m on the edge of my seat waiting to find out if he swam into the plastic castle. Keep me posted.

Continued on page 30

LIONESS JUNE 2012

oh facebook®

The Human GPS: “I’m in my living room watching TV” quickly followed by “I’m in the kitchen getting a snack” followed by “I’m in bed – goodnight.” Thanks for the tip –Recalculating…. The “US Weekly”: “Uncle Bob arrested again for drug possession….off to the bank for bail money!” While I can’t guarantee it, I’m pretty sure your entire family is now mortified…as are the rest of us. P.S., we’ve permanently hidden your posts from our news feeds. The Notebook: “I love you so much John Doe. You’re my heart.” to which John replies “I love YOU Jane, you are MY heart” to which Jane replies “No, you’re MY heart.” To which John replies “No, you’re MY heart.” This continues to ad nauseam….It’s not that we aren’t happy for you, but the “no YOU hang up” game was meant for two….not two million. To counter, The War of The Roses: “I can’t believe my idiot husband ran over my tulips with the lawnmower!!” to which the husband replies “I can’t believe my idiot wife planted them where she did!!” to which the wife replies “Well YOUR mother is the one who gave them to me to plant” to which the husband replies “Don’t bring my

LIONESS JUNE 2012

mother into this! She’s a saint!!” to which the wife replies “She had to be to deal with YOU!” While this is more entertaining than Jersey Shore, we are also uncomfortable and feel like kids watching their parents fight. Stop it…and go to your room. Bottom Line: You can text, tweet, Yelp, Google+, Link In and Facebook® yourself silly with every single solitary thought you have. From me (and quite possibly the rest of Facebook®) – please don’t. Bonus Tip: Pictures This is common sense. There is a fine line between appropriate and inappropriate. The issue being that this line seems to be invisible to some but a huge red flag to others…especially potential employers. Keep it clean folks…keep it clean. Rule of thumb: If you question your ability to run for office someday – don’t post it. Please note: If you’re applying for a position you must realize that unless you change your privacy setting under Apps, Games and Websites and disable it you ARE searchable and your photo WILL come up. Human resource departments WILL search for you. Yeah…they do.

Yeah I did Erin Corriveau is the Marketing Manager for Reliable Temps, Inc, a full service staffing firm founded in 1989 with offices in Agawam, Easthampton and Greenfield, Massachusetts. An avid writer, Erin has primarily worked in community and public relations adding Environmental Compliance Services, MassMutual Financial Group and Baystate Health among her previous employers. Visit www.reliabletemps.com.