Tags: blogging, blogs, Business, Communication, Marketing, micro-blogging, Online marketing, Social Media, Twitter, Web 2.0
This is a brief users guide for those curious about how it works, wondering about its value, and wanting to get the most from the experience.
What Is Twitter?
Twitter is commonly referred to as “micro-blogging.” While this is an accurate description, I’ve found that it confuses some people (non-bloggers especially).
Imagine it is a post-it note. You don’t have a lot of space (140 characters) so brevity is required. When you jot something down on your post-it note, it gets stuck to your refrigerator door, much like you might do at home. However, in this scenario, anyone can see the notes posted on your frig. And you can see anyone else’s.
How Does It Work?
Like most web 2.0 applications, the best advice is to just try it out. (You can’t do it wrong and you won’t break it – just give it a whirl.)
You sign up with a name of your choice. After that, find people you know or are interested in following. Twitter can pull from your email contacts to see if your friends and family already have Twitter accounts.
Twitter accounts are identified with an “at” symbol in front. So when discussing your Twitter account, you would say @YourName. Events use a hash mark. For instance, you can search for all Olympic tweets using #080808.
You can view anyone’s notes (or “tweets”) and anyone can sign up to view yours. Don’t worry – you will get an email letting you know every time someone follows you.
And of course, all of this is free.
Tags: Advertising, Business, Communication, failure, Marketing, Online marketing, Social Media, success
Marketers are confused these days. The things that have worked for decades aren’t working anymore. Can you imagine if you worked for 30 years in your given vocation and then, almost over night, all the rules changed?
In truth, marketing is only now becoming what it truly should have been – a conversation. Less lies, less spin. Marketers have been shoveling marshmallow fluff down the mouths of Americans and telling them it’s broccoli. And suddenly, as quick as you can confuse metaphors, we find that the emperor has no clothes.
I admit I’ve been frustrated with the old-school marketers. “What is with these guys, and why can’t they get it together?” But that’s not fair. Their whole world has shifted beneath them. I came to a better understanding watching a recent Robert Scoble interview with IBM engineer Mike Moran. (I highly encourage you to check it out: Robert Scoble’s interview with Mike Moran. It’s only 12 minutes long and well worth your time.)
Moran gives a cogent explanation of why marketers are having such a difficult time in the new web 2.0 environment. Here is a small sample:
“The change that’s really happening is you have to learn how to attract people to your message rather than pushing it at them. You have to figure out how you’re going to listen when they talk back. And you also have to watch what they do. Those three things are really critical because once you do them, you have to figure out how to respond.
Those three things are really critical because once you do them, you have to figure out how to respond. When I say ‘Do it wrong quickly,’ it’s not you trying to do it wrong, it’s that you kind of admit that what you’re doing is probably wrong because it usually is. And then you have to look back at the feedback from your target market to see how far off it is so that you know what to do next. And that’s really a tough change for a lot of marketers.
That seems really simple, but think of it: a whole industry has changed in a matter of what, less than a decade? That is pretty outstanding. It’s going from monologue to dialogue, from lecture to conversation, from directing to caring, from crossed fingers to metrics.
Tags: anthropology, Business, Forrester, Marketing, Online marketing, Social Media, trust, Web 2.0
I’ve had a little case of writer’s block this week, so I started with the basics: I read the definition of “marketing” in Wikipedia.
The impetus of this was a comment I wrote on a recent Brazen Careerist article in which I boiled down marketing to selling stuff. Really? That’s the business I’m in? I get up at 5am to write because I love making crap fly off the shelves?
Listen to Wikipedia’s definition: “Essentially, marketing is the process of creating or directing an organization to be successful in selling a product or service that people not only desire, but are willing to buy.”
Bleh! Sure, there’s creation and desire (positive), but there is also directing and willingness to consume (negative). It’s almost like it’s not enough for them to buy it; you gotta make them want to buy it. Make ’em beg.
Frankly, this doesn’t sound like the business I’m in at all. I find marketing these days to be customer based – where are they and what do they want? – and less, well, skeezy. Ideally, marketing these days isn’t invasive or worthless or annoying. In fact, marketing these days sounds a lot more like anthropology than marketing.
What do you think? Are web 2.0 marketers really anthropologists of the present time? Don’t we study why certain people behave a certain way (and how to influence that behavior)?
Tags: advice, Business, career, Marketing, Online marketing
My syndication through BrazenCareerist has made me think a lot more about my career path. In part, my vocation (online marketing) did not even exist when I was in college.
How did I get here? And how can I help others find success in their marketing careers?
I posed the following question to my friends in the WordPress Marketing Bloggers Network (WMBN): “What was the most important lesson that prepared you for your marketing career?” Their replies were insightful, honest, and practical. Here are 5 essential tips to help you on your way to a career in marketing.
I guess I would boil it down to two words: Don’t Stop. Don’t stop writing, thinking, learning, meeting people, whatever. Once you stop, you’re done. Try something new or different and if it doesn’t quite work, don’t stop, just try it a different way. Marketing is about constantly tweaking, even when it’s working.
-Rick Liebling, eyecube
As a creative guy (copywriter), it was sometimes frustrating to see the client change something that I’d worked really hard on. But then a creative director sat me down, explained that my passion was admirable, but it was their money. It’s important to state the argument, but if they don’t agree, it’s their money.
Then, we went for a beer.
-Matt Hames, Share Marketing
Tags: Business, Communication, Marketing, Online marketing, Social Media, social networks, Web 2.0
Social networks are all the rage and many of my posts at OnlineMarketerBlog recommend social tools for businesses. However, there are potential pitfalls to consider before you facilitate interaction between customers and your business.
Here are 21 things your business should consider before starting a social network:
Internal (Your Business Capabilities)
1. Can you invest the necessary resources to run a social network properly? Can you afford the tens or hundreds of thousands of dollars it takes to properly create and staff this resource?
2. What is the role of marketing, sales, IT, customer service, advertising, HR, etc.? Social networks often delve into all of these departments and more. Make sure all of your teams are engaged, enthused, and prepared.
3. While the potential ROI of a social network is proven, is this the best investment of your time? If you don’t have a unique product or your customers aren’t enthused (or your product isn’t any good), don’t look to a social network to solve your problems.
4. What are your expectations – number of members, amount of content, etc – on a weekly, monthly, and yearly basis? Create little benchmarks to ensure you do not go far off course.
5. Will your employees have their own voice on the network? Will they use their full names? This transparency can be daunting, but it can also provide high emotional buy-in from employees.
6. Is the correct employee in charge of the social network? This is often not the highest paid or the most experienced.
7. Which came first: customer need, company strategy, or cool technology? If it’s anything besides customer need, reconsider everything.
Tags: Books, Business, Leadership, Online marketing, review
I was recently asked by co-author Michael Waddell to review Toy Box Leadership. This new book is definitely worth picking up and I will explain why. (This post contains no affiliate links and I received no compensation of any kind except for a free review copy of the book.)
The premise of the book by Waddell and Ron Hunter, Jr., is that childhood toys taught or exemplified many of the skills necessary to lead well. Some examples are direct correlations (a rocking horse describing lots of work without actually achieving anything) and others are more figurative (LEGOs describing relationships that start with connecting).
Seriously? Toys And Leadership?
The connection between childhood toys and leadership lesson fluctuates from poignant to cheesy to fondly familiar. But the important thing to remember is that this is not the point. The connection between the toy and the particular lesson is secondary to your ability to absorb and recall the idea.
Let’s Just Say It
We need to own up to a basic fact: every book on leadership will contain some similar fundamental truths. Communicating goals to your employees, for instance, will universally be a positive thing while emotional rages around the office will be regarded as uncouth. Stating this universality is not a knock on this or any other business book – it simply is.
If we admit to some similarity, then one of the differentiators becomes the book’s ability to be memorable and to find a place in the reader’s life. This is ultimately what makes Toy Box Leadership successful. Toys fit with the intended audience (Lite-Brites rather than Xbox 360s) and flow smoothly into the each particular subject on leadership.
Tags: Business, H&R Block, human capital, Marketing, Online marketing, outsource, outsourcing, PR, priorities, Public Relations, Seth Godin, Social Media, Sprint, technology, Verizon, Web 2.0
Technology has been replacing humans at work for many years. And recently the remaining humans in American and elsewhere have been replaced by other humans in areas that pay lower wages. The result has been a significant deemphasis in the value of human capital in business in America.
Here’s The Equation
Web 2.0 amplifies the voices of dissatisfied consumers. And yet, most companies have been subtracting the number of humans period (technology) or humans housed at the corporate office (out-sourcing). Finally, another increasing trend is the face-to-face contact consumers expect from companies (ComcastCares, anyone?).
Increase in personal interaction – humans equipped to handle that interaction + web 2.0 vehicles to spread word of dissatisfaction = potential major headache for companies.
The Good News
Some companies, however, understand the increasing importance of the customer experience. H&R Block set up a Second Life avatar to answer tax questions during scheduled meeting times, in addition to their efforts on Twitter and Facebook. They understood that they were required to go to where their customers were, instead of expecting customers to come to them.
This outreach isn’t easy though. The Social Media podcast spoke with Paula Drum, VP of Marketing for H&R Block about this outreach:
“The other big surprise is how much time you have to put in from a human capital standpoint. And we knew that going in, that the trade-off between buying media is going to be the human capital side, but really understanding that human capital side of it and thinking about it from [the perspective that] ‘if this is successful, how do you scale it to make sure you can still deliver the same experience.'”
Tags: blogging, Business, Marketing, Online marketing, Social Media, Web 2.0
Social media like Facebook, Flickr, and Delicious has been around for a couple of years now and companies are starting to dip a tentative toe into the water. While such courage should be applauded, serious missteps have occurred that embarrass the offending company.
And it is not the courageous steps that have been embarrassing, but the sheer level of assholery with which companies have partaken their social media experiments. Because social media is all about sharing, collaboration, and communication, it is little surprise that folks expressed outrage at the heavy-handed or downright immoral dealings of the companies outlined below.
In this post, I will list five of the deadly sins as outlined by Joseph Jaffe’s speech at the ANA’s Integrated Media Conference and then offer two additional sins of my own.
From Joseph Jaffe:
- Faking (Sprint): The phone company released ads in which the CEO offered an email address, giving the opportunity for communication. Instead, a corporate shill auto-responder emails back.
- Manipulating (Sony): The maker of the PSP created a fake blog and attempted to manipulate the conversation. They ended up garnering a deserved “golden poop” award.
- Controlling (T-Mobile): The phone company sent cease and desist letters to a popular blog for using a color they claim to have trademarked. The blogosphere revolted and T-mobile missed a chance to meaningfully engage with its customers.
- Dominating (Target): A blogger was ignored by the retail giant because they felt she didn’t have the clout of traditional media outlets. After the blogger gained more and more attention, Target claimed that their continued silence was based on a lack of adequate staff.
- Avoiding (Starbucks): The coffee giant already felt a squeeze from its consumer base, but avoided a fan’s desire to visit every store was passed on. The only response to the fan was one of suspicion.
In these cases, the sin is not that the company was just stupid (though there’s no shortage of that). The sin is that they failed to engage at a pivotal moment with an active community that supported them with their checkbooks. They refused to join the conversation and felt the ramifications.
Here are my two nominations to round out the deadly sins of social media:
Tags: Business, Facebook, Generation Y, Groundswell, Marketing, millennials, Net gens, Online marketing, ROI, Social Media, Tweens, Web 2.0
Generation Y – roughly those aged 13-29 – are among the strongest consumers and influencers. And while social media like Facebook, delicious, and Flickr have garnered media attention, many businesses are still wary of dipping a toe in the social media water.
I argue that we can gauge return on investment (or influence) for Gen Y by looking at their buying power and online behavior and therefore that it is imperative that (most) businesses participate in social media. Plus, I will give you the research to back up these assertions so you can prove it to your boss.
Growing up in pre-internet Ohio, I spent a good chunk of my allowance and lawn-mowing money on comic books at the local pharmacy. If they were sold out of my usual books, I was SOL until the following month. Scarcity of goods required that I go where they were (and quickly!) or I would miss out.
Now, post-internet, these stories sound quaint. Given a bank account, any kid can get any comic book from anywhere in the world. So what does this have to do with social media and Generation Y?: proximity to resources.
Today, consumers expect businesses to come to them. Long gone are the lazy summer bike rides to the pharmacy – today, young people expect to be able to spend their money just about anywhere. And where are they? Online, in general, and on social media, specifically.
Maybe this shift isn’t a surprise to you, but let me prove it with research (easily printable for timid bosses or humbugs).
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