Kernels of truth on social media marketing
Jan 13th
If I leave a conference with a few “kernels of truth” I can gnaw on and think about, I consider the time well-spent. Here are a few nuggets I picked up at the Social Fresh conference held in Nashville this week.
“Movements make their audience feel like rockstars.”
To me, the highlight of the conference was a talk by Geno Church. Geno, of Brains on Fire, is an engaging speaker and discussed the distinction between marketing plans and a cultural movement. The most amazing case study of the day was work he had done for Fiskars Scissors (I guess you could call it cutting-edge). By enlisting scrap-book enthusiasts (The Fiska-teers) to contribute as bloggers, they created an army of passionate Fiskar users. If you can make scissors exciting, this guy can market about anything!
“People fill information voids with rumors. Your strategy is simple. Don’t allow information voids.”
Another super-bright guy I met was Dan Zarrella. Dan spends his time poring over Twitter statistics to determine the secret sauce that makes something go viral. He applied evolutionary theory, mathematical principles and psychology to his study. A few Twitter items that people pay attention to:
- Warnings
- “Social proof” as evidenced by large numbers of tweets
- Bigger, bolder, louder statements
- Tweets with “you”
- Tweets that are personalized
- Tweets that occur later in the week
“The biggest failure in social media marketing is not doing anything.”
Paula Berg, who just left her job with Southwest Airlines told some riveting stories about the social web and crisis communications. Remember when the USAir flight went down in the Hudson and the first news and photos came through Twitter. USAir did not have a Twitter account … but started one that day! She also talked about the trust-selling strategy on Twitter, noting that the airline had been on Twitter since 2007 but did not attempt to make a sale through the channel until 2009. When they did, they set a single-day sales record — only using the social web!
Paula also provided an entertaining case study about a rap-singing flight attendant that became a national phenomenon.
“If you don’t think it’s about BUSINESS your gonna be out of a job!”
This was a refreshing and encouraging statement from Jason Falls, an admitted recovering social media purist. He has distanced himself from the “it’s all about community crowd” and in fact playfully made fun of them. Nice to see capitalism creep into the social conversation.
Illustration: Christian Science Monitor
Facebook —Wake up! You’re a business, now act like one!
Dec 11th
Neicole Crepeau is among the smartest bloggers on my social media radar. Imagine my surprise when out of the blue she sent me this email: “Your blog made me think about some things and I’ve written an article for you. Here it is.” Isn’t that cool? So I get to take the day off and we can all enjoy Neicole’s unique perspective today …
Mark’s post Does the social web primarily benefit service companies? discussed some of the obstacles to greater use of B2B social media marketing, particularly by small and medium businesses. As he points out, businesses must do a better job of integrating social media into their overall marketing strategy. However, there is an even bigger obstacle to an expansion of business use of the social web, and it is in the networks themselves.
Wake up, Facebook, Twitter, YouTube, and even LinkedIn. You might have started as a lark, a side-project done just for fun. Now, you’re a business. But you’re not acting like one.
These popular social networks have failed to recognize where their bread and butter is going to come from. Even YouTube, under Google, continues to focus on ads as its potential source of income. It has yet to make that work. Chances are, that model will never be successful enough to turn the profit they need.
I see a clear evolution of social networks, as outlined in my video and blog post of December 8th. It begins with a great idea, like micro-blogging or connecting friends via status updates. That draws an initial, small set of users. The customer base expands as the social network transforms and improves.
But end-users won’t pay for these services—not enough, at least. The social networks now need to look to the corporate world to make a profit. Remember, you have two customers, guys:
- End-users
- Business users
You’ve correctly focused on building a great tool for end-users, and you need to keep doing that. However, you also need to recognize that business users are an equally important customer. Now, go focus just as fervently on them!
Google built a great search solution that end-users love—but weren’t going to pay for. They turned to innovative corporate solutions and found a goldmine. Facebook, Twitter, YouTube, and LinkedIn need to do the same. But NOT through the same tired technique of ad serving.
These companies need to take a page from the marketing 101 handbook and listen to their customers — business customers — and find innovative solutions for them. What do businesses want to do via your site? Marketing … maybe customer support? What do they need in order to do that successfully? Ways to engage and maintain contact with consumers? The ability to find/target the right consumers? Mechanisms to track and measure their engagement and ROI over time?
They are your customers. Solve their problems. Make money.
Look at Ikea’s photo-tagging campaign on Facebook. There’s a creative new revenue stream. How can you make that method available to lots of businesses, with a low barrier of entry/use? How can you monetize it? Could YouTube do something similar, by making it possible for businesses to find and tag their products in user-supplied videos? Or make it beneficial for users themselves to do product placements in their videos. Businesses would love to promote those user-created placements!
When social networks treat the corporate world as a key customer, the innovation will really start that will drive businesses to the social web in droves and drive profitable new business models from themselves.
Neicole Crepeau is a 25-year veteran of the tech industry, with experience in technical writing, usability testing, user experience/interaction design, website design, and product management. Her outstanding blog can be found at http://nmc.itdevworks.com/
This is the future of social media
Dec 6th
With the dawn of the social web, I can’t think of a more exciting time to be in the field of marketing. But I don’t think we have really seen anything yet! Here are 12 developments I believe we will witness in the future … and probably sooner than you think.
1) Hyper social measurement– At some point soon, Google is going to start doing something bold with the volumes of personal data they’re collecting. Google is in the best position by far to define social media monitoring, especially now that they are taking steps to fold in data from Twitter, Facebook and other platforms. Once Google flexes its social media monitoring muscles, companies like Radian6 will become niche players at best. Complex algorithms will determine real-time sentiment shifts down to the individual. And it won’t be free.
2) Tapping into text messaging– The one communication mode largely untouched by real-time search is text messages. This is a goldmine of information too big to ignore, especially if you’re a “cool-hunting” consumer product company. Entrepreneurs will find a way to tap into the “text stream” by rewarding users for being included in their data-gathering systems. Does this seem improbable? Would people accept a free cell phone and free data service in exchange for their text information being stored in a database for consumer product research and targeted promotions? It would work.
3) The human coupon– The massive quantity of personal information available about you will eventually follow you around. Enabled by GPS and RFID technology, coupons and special offers based on your buying patterns will appear instantly on your mobile device as you near a store. RFID chips embedded in packaging will send messages during your purchase decision to encourage up-selling and cross-selling. For example, if you pick up a blouse off of a rack, a message will direct you to the precise area of the store where you can find a matching skirt … on sale just for you.
4) Radical privacy movement — This intense data gathering and the use of it in a Big-Brother-like manner will spark a backlash, including legislation, assuring the right to be excluded from Internet data-gathering tools. Because of its power and control over voluminous personal details, Google will become the most profitable, and despised, company in history.
5) Man-machine interface. Medical advances and social media platforms will converge. Scientists are already embedding electronics in humans to power limbs, regulate body functions, and enable the brain to access information from micro chips. It’s now possible to think a tweet or control artificial limbs with a thought. Humans will routinely carry a computer inside of them, powered by body heat and motion. You will literally always be on the social web, generating messages just by thoughts. Humans will have markings like tattoos to display the premium, designer brand of devices embedded in their bodies. This will give new meaning to the tagline “Intel Inside.”
6) We become the Internet. Today, people talk about Twitter, Facebook etc., never really connecting that these are all “Internet.” As the social web literally becomes part of our bodies, we will no longer distinguish between listening, talking and electronic communications. In our minds, there will be no more web. It will just be.
7) Massive national ID validation. The social web will become the exclusive source of consumer information, political research/policy development, and education systems. Because of the increasingly critical importance of this feedback and the opportunity for corruption, complex systems to prevent fraud will be needed, including a broadly-implemented government validation program that extends across all platforms.
Micro politics — Politicians will use real-time sentiment analysis to craft and re-craft voter appeals right up until the moment they enter a polling station. Political messaging will be nearly-instantaneous and tailored to individuals based on data purchased from Google.
9) Extreme content — Journalism, film-making and advertising agencies will thrive, much to the surprise of nearly everyone. The need for content on the social web will drive radical evolution of these three traditional professions and “Content development and management” will become a popular college major. While most content today is generated through “free” submissions to YouTube, blogs, etc., salaries for the very best and most creative content providers will skyrocket as corporations raise the creative bar to cut through the clutter.
10) The loner workforce. The cultural impact of the social web will have radical implications for managing the workforce of the future. How do you deal with a generation of employees who have been conditioned to communicate through their thumbs? Employee training of the future will look increasingly like video games.
11) Digital divide grows — For many parts of the world, access to free, global communications will be a great equalizer between rich and poor nations, especially as web-based translation services improve and encompass local dialects. However, in countries where people cannot access the web either for economic or political reasons, the digital divide will not only grow, it will become permanent for one simple reason: they will fall so far behind the technology curve they will never be able to catch up. Digital commerce, innovation and technology will be permanently dominated by those nations in the game NOW.
12) Pay for play– Social media is free but the cost of attracting consumer attention will become increasingly expensive, especially with the ability to skip ads. At some point, the cost per impression will be so high it will be less expensive to simply pay people to watch an ad. Combined with the “human coupon” trend mentioned above, this would provide nearly perfect information on cause and effect of advertising campaigns.
Well, that’s enough far-out thought for one blog post and I’m sure you have A LOT to say about it! Your turn. The comment section is now OPEN!
Is this the end of the social media purists?
Nov 24th
I have never used this community to comment on another person’s blog but today I’m just so happy, so enthralled, so downright giddy that I could kiss my keyboard. One of the social media purists has finally discovered the bright, clear light of capitalism.
And it couldn’t have happened to a nicer guy — Jason Falls. Jason is one of my favorite bloggers but has historically been one of the stalwart “keepers of the conversation.” You know the type — the social media country clubbers who set the industry’s tone with a relentless mantra of “it’s all about connection” and “conversation” and “relationships.” In fact, a few months ago, Jason went so far as to write that any company expecting to make money off of social media will fail.
But a new day is dawning. Yesterday, in a post entitled “Why Social Media Purists Won’t Last,” he wrote:
Each time I discuss the business goals or reasons why a client wants to use social media, the answers come down to one thing: selling more stuff. It’s a harsh business reality. If you don’t make money, the business goes under. If you don’t make more money, people lose their jobs.”
The social media purists have laid down the law and, so, to participate in social media as a business, you must do things like, “participate in the conversation,” “engage your customers,” and “talk with us not to us.”
I’ve got news for you. In the world of business, all that talk will get you exactly nowhere. Conversations do not ring the cash register. Engagement does not sell more product. Talking with people just means you have to take time to listen which prevents you from spending valuable time selling more product.
Halleluia. Maybe I’ll finally have some company out here in the social media netherworld of business rationality.
And if this isn’t enough reason to celebrate, read what the Ultimate Blogging Machine Chris Brogan wrote just a month ago:
Think Like a Business – if you’re in this for business, always ask yourself how this work ties to more sales (and if you’re not trying to make money, think of “sale” as whatever you hope to convert. Hint: it’s not “more audience.”). If you’re just writing to write, shooting video to get it up there, tweeting because people said you should, rethink all that. Decide what’s going to ring your register and work on that.
What??? Ring the register? Not seeking “more audience?” Could this be an era of enlightenment for the guy who recently yelled at his audience: “This is NOT about you and your STUPID COMPANY” ?
What’s happening around here? My guess is that both have recently had a big dose of the real world. Falls went out on his own and had to come out from behind the P&L protectionism of agency life. Brogan’s sudden emergence on a bigger stage probably got him in front of experienced business people instead of the sycophants who dutifully re-tweet his every blog, bluster and burp.
So this begs a new question. Are my days as a contrarian coming to an end? I mean if Brogan’s in, the burp tweeters will fall right in line. If the social media elite are finally figuring it out, what do I write about now? Hmmm. How about, “It’s all about the conversation?” : )
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