The PRagmatist

• 24Aug

  Recapture the Art of Listening

  Best Practices, Fun Stuff, Social media 1 Comment

  Are you suffering from information overload? I certainly am. The amount of noise in my life seems to be increasing exponentially. My definition of listening goes beyond just hearing the sounds around you. It also encompasses the amount of digital noise that we have to deal with on a daily basis, including SPAM, Twitter feeds, text messages, and Facebook updates.

  To combat the increasing level of noise in our lives, I see a number of people working on refining their multitasking skills. Unfortunately, the human brain is not really wired to multitask, so instead of handling multiple feats simultaneously, we end up doing two or more things poorly. If you doubt it, but try to hold a phone conversation with someone checking their email at the other end of the line. Or try talking to your teenager while their thumbs are busily texting their friends. You not only don’t have their attention, but they are actually actively ignoring what you have to say.

  We need to recapture the art of listening. We need to rediscover ways to cut through the noise and re-engage with those around us. Especially in the age of social media, we have all become “skimmers,” sifting through the cacophony of incoming noise and taking away the sound bites we want without applying critical thought to the context or the bigger picture. In fact, we are all starting to communicate in sound bites since we know our listeners won’t take the time to hear a longer statement. One of the prime criteria for bloggers is keep it short so you don’t lose your audience. (I recall the Jeff Goldblum character in the film “The Big Chill” stating that the editorial criteria for People magazine is “I don’t write anything longer than the average person can read during the average crap,” which seems to apply to most communications these days.)

  To quote Julian Treasure from a recent TED presentation, “Conversation is being replaced by personal broadcasting.” This particularly true with social media where we are all shouting at each other for online attention, and have to ask ourselves if anyone is listening. Sure, we each can count the number of Twitter followers or LinkedIn contacts, but how many of them are paying attention to you?

  As Treasure states, listening is our access to understanding. It’s time to renew our commitment to conscious listening.

  In his TED presentation, Treasure offers five exercises to improve your listening skills, which I will present here for your consideration. We all need to reassess our listening skills and stop shouting at one another, so take a moment to consider these exercises:

  1. Practice Silence – Take three minutes each day to recalibrate your consciousness. Get yourself back in tune with the world around you.
  2. The Mixer – How many individual channels can you hear in your environment? If you are at Starbucks or waiting for a BART train, or just sitting in your backyard, sharpen your listening skills by trying to tune into to as many simultaneous sounds of “channels” as you can.
  3. Savoring – Enjoy mundane sounds. Tune to something that generates sound in your life and pay attention to its sound and how you can deconstruct that sound to make it more meaningful.
  4. Listening Positions – Work with the filters to get conscious about the sounds around you and work with the ways we listen. Is your listening active or passive? Reductive or expansive? Critical or empathetic?
  5. RASA – This is the Sanskrit word for “essence” and can be applied to the acronym Receive, Appreciate, Summarize, and Ask. This is the process of listening in its most active form. If you are going to engage with your audience or as a member of someone else’s audience, then you need to listen carefully and critically, which means you need to apply RASA.

  Listening is a critical component of any communications campaign. If you can’t engage with your audience in a manner that promotes critical listening, you are just adding to the noise. Let’s all think more about listening and less about trying to get our own message across.

  

  Tags: communication, Julian Treasure, listening, Social media, TED

• 03Aug

  What If You Launched a Social Network and Nobody Came???

  Networking, News Makers, Social media No Comments

  I am sure you have heard the old adage from the peacenik sixties, “What if you held a war and no one showed up?” My mind came up with a variation on that theme over the past few weeks as I have been watching Google+ take off, and as I have been getting notifications from a myriad of other social networks.

  It seems that the Google empire has successfully expanded into the social media realm, or at least the initial foray has been a success. According to Reuters, Google+ is attracting more than one million users a day and is the fastest social media site with more than 25 million visitors to date. But is this a flash in the pan or does Google+ really have legs?

  Some of the early critics of Google+ note that since this is Google’s social network, everyone will give it a try but who knows how many people will stick with it. As noted by Cynthia Boris in a guest blog on Marketing Pilgrim posted today:

  What’s interesting about this monumental number [25 million visitors] is that I don’t see any difference in the site than I did when I joined. Actually, it’s worse. As of today, my entire Google+ stream, all the way to the bottom of the page is nothing but posts from the very informative and fun Darren Rowse of ProBlogger. Yes, he’s a talkative guy, and granted I don’t have a lot of people attached to my account, but I have to go back several weeks to see a range of posts from people.

  So maybe Google+ will be a flash in the pan; yet another online destination that has been abandoned by users.

  I also received email this week with invitations for other social networking opportunities. A few of the invitation are to forums on Facebook where experts gather to discuss topics I actually am interested in. I have been following a new thread on web content curation with some interest. And apparently my Facebook friends have been busy on Branch Out, which is the latest entry into the online career management space alongside LinkedIn, Jobster, eCademy, Spoke, and countless others. Just as Google+ has the power of Google behind it, Branch Out is making the most of its affiliation with Facebook so we will have to see if it has legs moving forward. (For my money, LinkedIn continues to be the “go to” resource for people really looking for professional connections, and it will be hard to unseat, at least in the foreseeable future.)

  And I received another invitation last week from a social network I never heard of, Elixio. Taking a page from the Google+ launch strategy, Elixio is an exclusive, “invitation only” social network; a private online club. Call me a skeptic but I can’t see any value in a network I haven’t heard of, especially if they send me a blind invitation to join an exclusive club. It’s akin to any number of Who’s Who directory invitations I receive where I can be included in a directory of influential personages for only a small gratuity. My ego doesn’t need that kind of stroke.

  So how many social networks can you realistically use effectively? If you are doing nothing but networking all day, I suppose you can stay on top of quite a few. I find my social networking time pretty much consumed with LinkedIn, Facebook, and Twitter. I also browse a few vertical networks that serve niche client markets, like BankInnovation.net. But can the market really sustain all these new social networks? After all, isn’t the idea of social networking to connect as many like-minded people as possible? If you fragment your markets too much, you can’t attract a large body of followers. At the same time, the market can only sustain one or two social networks with the reach of Facebook or LinkedIn. So it will continue to be a marathon race, with different candidates entering and dropping out. Since I value my time, I don’t tend to be an early adopter for new social networks (although I will dabble; I confess to being one of the first 25 million to check out Google+), but I will sign up and use something that delivers real value.

  So let me leave you with a recent blog post from satirist Andy Borowitz’s column, The Borowitz Report, which inspired this post. The headline reads, “No New Social Network Launched Today – Silicon Valley Stunned”:

  Across this tech-heavy hub, Internet-savvy insiders were checking their Blackberries, Droids and iPhones for an announcement of the next Facebook, Twitter, FourSquare or Google+ — an announcement that, to everyone’s astonishment, never came.

  “We’ve been averaging between 500 and 1000 new social networks a day,” said Carol Foyler, head of the Silicon Valley Chamber of Commerce. “So this is definitely a little weird.”

  While there was no shortage of finger-pointing as tech-watchers across the Valley bemoaned the absence of a new launch, many blamed Tracy Klugian, 24, a website incubator who has created over 1800 social networks and was expected to launch his latest, MeetCircle, today.

  “MeetCircle will totally change the way people meet, interact, shop, stream movies, buy cars and have sex,” Mr. Klugian said in a TEDTalk earlier this year. “It will be the biggest game-changer since the fall of Communism or the birth of Jesus.”

  Somebody please wake me in time for the next social media revolution.

  

  Tags: Facebook, google, networking, Social media, social networking

• 20Jul

  Know Your Competition, But Don’t Trash Them

  Best Practices, Marketing, Public Relations, Social media No Comments

  I have been running into a lot of discussion about competitors lately. I have a client who is assessing white papers and industry analyses for potential marketing applications, but, of course, the competition is mentioned in each of these reports. That’s balanced and responsible reporting. If you want to commission your own white paper that expounds the glories of your product or technology, then you can commission your own, but it wont’ have the weight of a true competitive overview.

  It amazes me how many of my clients over the past 20 years have been obsessed with their competitors. I have had clients approach me to do news releases about competitive face-offs in trade magazines and exp0lain why we had to outline, in detail, how their speeds and feeds are faster than the competition, and provide specific names and metrics. In the last few months, I have even seen a competitor of one of my clients go to the extreme of issuing an unapproved press release explaining how a Fortune 500 company (and a customer of my client) was using their technology – a bold-faced lie.

  The sprit of economic Darwinism has always been a motivator in business. Today it is driving innovating on all fronts. Toyota has demonstrated the economical viability and popularity of hybrid cars, and there are dozens of copy cats entering the market. Facebook has proven such a success that the social media space continues to boom with new competitors, the latest entry in the social media race being Google+. Competition is healthy because it promotes innovation.

  However, in marketing and PR, the rule is to learn from your competition, but never mention them. As Machiavelli once wrote, “Keep your friends close, and your enemies closer,” so you need to keep a close eye on where the competition are appearing, what they are saying, and who is following them. That task has become much easier in the era of the web and social media, so follow their followers and keep your eyes and ears open. But whatever you do don’t mention them by name in your own press or marketing material – why give them the free publicity? And why undermine your own authority and assumed leadership by pointing to the other guy and saying, in essence, “But we’re better than they are…”

  Another popular phrase talks about mud slinging, and when you sling mud, some of that mud will land on you. This is especially true in marketing. Even if you are the CEO of Microsoft, dissing the competition is a bad idea.

  So what can you do to effectively combat the competition without looking like a bully, a whiner, or a fool? Outmnarket then!

  1. Take the high ground, and hold it! Be the authority. Instruct without being demeaning and show the market you know your stuff.

  2. Lead by example. Show that you have, indeed, built a better mousetrap by offering data on return on investment, proof of value, and why your customers love you and mice fear you.

  3. Enlist evangelists. Get customers and others to sing your praises. Third-party validation is always more powerful than comparison shopping.

  4. Let the truth set you free. If you trash the competition or, worse, tell lies to make your point, the truth will find its way to your customers and prospects and the trash talk will only sully your reputation. You never win by lying.

  Keep your campaign positive, forthright, and real, and forget about the competition. Win by playing your own game and listening to customers and the market. If you see your competition winning business where you can’t, change the rules and promote your strengths to gain market share back. And if the competitor starts pointing fingers and shouting “J’accuse!, let them. Keep to your high ground and they will slide back down the hill in their own mud. But don’t engage because when you get into a name-calling contest, everyone loses.

  

  Tags: competition, mud slinging, trash talk, trashing

• 29Jun

  Social Media Unchecked–Think Before You Post

  Best Practices, Social media, Tools & Techniques No Comments

  I saw two blog posts this past week that reminded me that there are a lot of people out there who don’t “get” social media and its role in business.

  One was a guest post on Lindsay Olson’s PR career blog about “Is Tweeting Hazardous to Your Job?” In this guest post, PR columnist Alison Kenney offered up some of the biggest social media faux pas that so-called PR professionals have been guilty of lately. Leaving the recent Facebook/Burson-Marsteller debacle aside, there are a number of other communications professionals who seem to have temporarily forgotten the rules of social media engagement. This from her blog post:

  • In March, Scott Bartosiewicz, an employee at New Media Strategies, the social media agency of record for Chrysler, tweeted a derogatory message about Detroit drivers from the official Chrysler Twitter account, costing his agency its relationship with Chrysler
  • This month, The Redner Group, a small PR firm led by Jim Redner, was fired by client 2K games after a frustrated Redner tweeted a threat to withhold review copies of the popular game Duke Nukem Forever if reviewers don’t offer more positive reviews.
  • Two years ago, while on his way to give a presentation about digital media to FedEx communications employees, Ketchum VP James Andrews tweeted a derogatory comment about travel to Memphis (where FedEx is headquartered). The tweet rankled FedEx employees who called Andrews out and extracted an apology from him. He kept his job.

  In all of these cases, employees are exhibiting poor judgment and making poor choices in expressing themselves. Social media is exposing their mistakes to the public and to their employer.

  What people tend to forget in the heat of the moment, or because the social media tools have become so familiar, is that Twitter, Facebook, LinkedIn, and their like are, well, social! It’s not a private conversation with 500 of your closest friends. Rather, when you post, you are putting out commentary for all the world to read, and react to. Which means if you mix social media and work, you have to be extra careful.

  I recently read another blog post by Tom Biro, one of the executives at my former PR firm, Allison & Partners, offering advice about social media in the workplace.

  A lot of companies control or block social media access, and they are certainly monitoring what you do online. (I will occasionally work at a client site and the IT manager frequently sends me reports with a breakdown of my online activity complaining that I am consuming too much bandwidth, so I know he is watching.) I have a client that specializes in providing controls and monitoring for social media access. Like it or not, your social media activities are being watched. And even if they aren’t watching right now, you need to make sure you leave a clean online trail that isn’t going to create problems when a client or prospective employer stumbles on it later.

  While most of the insights Tom Biro offers seem to be common sense, they are worth repeating here as a reminder:

  • Even if you are blocking employees access to Facebook, Twitter, and YouTube, you know they are using their smartphones to get around that. While productivity may not be an issues, data leakage and protecting your company’s brand are a concern. Watch what your staff are doing online.
  • Set a good example. Some of the examples cited above are errors made by senior staffers. They should know better, and they should prove that to their fellow professionals with every post.
  • Remember that social media is about dialogue, not monologue. Don’t rant, but comment. Add to the conversation rather than trying to command the floor.
  • You want to use social media to increase your brand awareness. Make sure you are being seen and commenting in the right places to advance your brand visibility.
  • Establish social media guidelines. This is your first line of defense as an employer, and your first reference for common sense as an employee. If you spell out what is and is not appropriate about your behavior online you won’t leave room for doubt.
  • Be transparent about your identity. Be sure you are clear about who you are and your stake in the conversation, i.e. whether you are speaking on behalf of a client.
  • Think before you post. Think about the impact of what you have to say, and how it could affect coworkers, clients, associates,and others.
  • Don’t assume you are anonymous. If you are using a corporate Wi-Fi connection of a company network, someone is watching the traffic so never assume you can’ t be seen. Big Brother is everywhere.

  Effective use of social media is about positive interaction and sharing stuff that is interesting and that contributes to the dialogue. If you use common sense and remember that social media is a very public forum, so don’t say or do anything you may regret later.

  

  Tags: Crisis Communications, Facebook, linkedin, Social media, social media bloopers, Twitter, youtube

• 14Jun

  Drowning in Drivel: Stemming the Tide of Social Media

  Branding, Market Trends, Marketing, Social media No Comments

  These days, social media has become a resource for sales and marketing; an essential tool in any marketing or media arsenal. Remember when, not so long ago, Facebook was banned from the workplace as a time waster? There are any number of companies that still block access to Facebook, LinkedIn, YouTube, Twitter, and other social media destinations because they don’t see these outlets as essential to employees’ jobs. They want them to stay productive, not chatting with friends online.

  And despite the many benefits that have been demonstrated about social media, they have a point. Todays’ work environment is incredibly disruptive. I hate to say it, but I am old enough to remember working in an office free of email and where the only disruption was an occasional phone call. I also recall those days as being much more productive, where I could focus on writing an article or editing a column without interruption. The age of instant communications has created a disruptive, multi-tasking approach to work, which is not the most productive.

  Not long ago I spotted an article on Mashable, “The 3 Pressing Questions Facing Social Media,” that talked about the disruptive nature of social media, and the fact it will only get worse.

  The conversation about social media in our society is shifting significantly. We’re no longer asking questions like, “Will people use social media?” or “Are sites like Facebook and Twitter simply trends that will soon lose steam?” After billions of tweets and 600 million people on Facebook, it’s settled: People want to share online. And with Facebook moving toward a $100 billion valuation, there is money to be made.

  The emerging conversation is not if we will be connected but is instead, “How can we effectively and productively connect?” Now that we can get constant updates on just about every aspect of our friends’ lives, how do we receive that which is relevant?

  I think the three questions are worth considering closely as we continue to forge ahead into the disruptive world of social media.

  1. Are We Being Driven to Distraction? Remaining continually connected means being continually distracted. I am sure you have experienced it – email interruptus or the Facebook vortex. You are in the middle of trying to construct a thought for a report, or a calculation for a spreadsheet and you hear that little “ding” or see that popup that someone has posted to your wall. Being the tribal creatures that we are, we drop everything to see who is knocking at our virtual door.

  People have forgotten how to turn off the data stream, just as they have forgotten to turn off their cell phones or unplug from the larger world. Many give the excuse that their bosses or their clients expect them to be “on call,” but the truth of the matter is we are all insecure in this new world of social media, and we are worried about missing an important factoid or an important connection that could lead to cyber rejection.

  The price of distraction is a decline in productivity. According to a survey cited in the Mashable article, social media is costing companies an average of $10,375 per year because we can’t learn to disconnect fast enough.

  The drive to stay connected is tapering off. For the first time, Facebook has seen a drop in traffic in the U.S. and Canada as people are starting to realize that social media does not require real-time consumption. But we are still struggling to find the right balance to get us back to productivity.

  2.  How are We To Filter the Stream? What to follow has become an important question. You want to sample the social media stream in a way that suits our informational needs. I cited a recent presentation by MoveOn board president Eli Pariser on how our web experience is already being filtered. We need to be wary of imposing our own filters so we get what we need from social media channels.

  Of course, we need to understand how the data is being filtered, and given the option to impose our own controls, or open the tap to unfiltered content so we can determine what we want to sample. It’s all about promoting transparency; a principle that is at the root of the creation of the Internet.

  3. How Do We Manage the Social Media Flood? The sheer volume of social media content has become overwhelming. Can you effectively follow more than 500 people on Twitter or LinkedIn? How many Facebook friends can you have and still maintain any kind of meaningful connection? When do we start hitting diminishing returns from social media because the sheer volume has become too great to manage? Like dipping your toe in the data stream, where you choose to sample the stream is going to be self-selecting, but the stream is rapidly becoming a flood, which will make it harder to choose the right location.

  And it’s just going to get worse. More traffic for the Web is on the horizon, and with it more social media traffic. So users will have to become more discriminating in their use of social media:

  Providing people more ways to share online is no longer the challenge. That was the old paradigm. A new paradigm of relevancy is emerging, which goes beyond the question of whether “to follow or not follow” or “to friend or not friend.” Companies need to see that their job is not to provide us data, or even keep us updated — it is to serve our needs.

  Which offers some new opportunities for marketers. As we continue to feed our corners of the social media stream with content that is relevant for our microcosm of the social media macroverse, we will be able to start appealing to a niche following of more loyal and more relevant connections. It’s going to become more about quality rather than quantity, and the conversations will become more focused as we become more discriminating. As a result, social media will give us the capacity to connect more quickly and efficiently to people who matter to us, and the timewasting will become less of a factor in the social media equitation.

  

  Tags: Facebook, linkedin, online ADD, Social media, time management, Twitter

• 01Jun

  Twitter Sings When Asked by UK Lawyers to Reveal Confidential User Data

  Best Practices, Citizen Journalism, Social media No Comments

  Online privacy lost another battle this week in the California courts. If you were tracking the news on Sunday and Monday, you may have seen the story of the lawsuit launched by the South Tyneside Council in the United Kingdom to reveal the identity of Mr. Monkey, a notorious blogger who made a number of scurrilous and libelous statements about the Council. Hiding behind the anonymity of his Mr. Monkey Twitter handle, it seems the angry blogger may actually be one of the members of the Council, but the jury is still out, at least in the United Kingdom.

  Not so in California, however. In their quest to uncover the identity of Mr. Monkey, the Council went to the trouble and expense of taking their suit all the way to San Francisco, where Twitter has its offices. As reported by the New Statesman, Twitter’s terms of service specify that any legal claims need to be pursued in the local jurisdiction:

  All claims, legal proceedings or litigation arising in connection with the Services will be brought solely in San Francisco County, California, and you consent to the jurisdiction of and venue in such courts and waive any objection as to inconvenient forum.

  I guess Mr. Monkey didn’t expect the South Tyneside Council to spend the money on a plane ticket to San Francisco to make their case directly to the local court. Having made their case, Twitter complied with the court ruling and released the names, location, email addresses, and other data of the people accused in the affair. As noted by Gizmodo:

  Twitter has, up to now, been resistant to releasing the account details of its users, but has also stated that it would comply with legal requests. Twitter complied with their [South Tyneside Council’s] complaint and chose to release the names, location data, and and email addresses of the people accused. Their decision begs not a few questions, particularly: Can we expect that much more litigious lawsuits based on Twitter libel? and; How much should we be watching our tweets from now on?

  This sets a new precedent. This is the first time that a foreign plaintiff has come to the United States seeking evidence for local libel laws, and getting it. Privacy laws differ from country to country, and this case opens the door for anyone with the will and the readies to travel to the U.S. to get what most may think is private information for use in a lawsuit.

  And this also serves as a practical reminder that online privacy is an oxymoron. Remember that Twitter, Facebook, LinkedIn, YouTube, and other social media destinations are not protected by freedom of speech, but companies looking to gain a profit. If they are faced with a legal action, they will do what’s best for the company and its investors, which may not be the best outcome for online privacy. But that’s not necessarily a bad thing. Since its inception, the Internet has been self-policing, and as the Web becomes more sophisticated, good online citizens should be allowed to express an honest opinion without repercussions, and mischief makers like Mr. Monkey need to be “outed” to make the web a safer place for the rest of us.

  

  Tags: Mr. Monkey, online privacy, South Tyneside, Twitter

• 23May

  Huzzah! New AP Stylebook Sets New Standards for Common Tech Terms

  Best Practices, Language and Grammar, Social media, Tools & Techniques No Comments

  Maybe you have to be a writer or editor to get excited about the latest release of the AP Stylebook. The AP Stylebook is the bible for professional writers, providing standardized usage and definitions for common terms. It provides a standard for things like comma usage, hyphenation, capitalization, datelines for cities, and other commonly used terms. It also helps me settle a lot of arguments with clients about how to write press releases and where to put the punctuation marks.

  I am particularly excited about the 2011 release of the AP Stylebook because, for the first time, they have provided standardized usage for a variety of technical terms. Now I now no longer have to argue with clients about the proper spelling of email versus e-mail or Web site versus website. According to Mashable, there are at least 42 new terms that have been included to define common technological terms, social media terms, and TLAs (three-letter acronyms).

  Now we know that, according to the Associated Press, proper usage is email and website as one word, smart phone is two words, and e-reader is hyphenated. And now we can use “fan,” “friend,” and “follow” as both nouns and verbs. (I can’t wait to see if they have decided that other changes are acceptable, like using “grow” as an active verb – “to grow a business” – which is one of my pet peeves.) They have also added unfollow, unfriend, and retweet to the lexicon. According to a preview offered by MarketingProfs, some of the terms that are now standardized include:

  •  
    • check in (v.), check-in (n. and adj.)
    • download
    • end user (n.), end-user (adj.)
    • Foursquare
    • geolocation
    • Gowalla
    • Internet-connected TV
    • iPad
    • Link shortener
    • social media optimization
    • stream
    • tag
    • tablet computer
    • Tumblr
    • WAP

  AP has also tackled the alphabet soup of technology acronyms, including those used in texting (another new verb) and instant messages. They define ROFL, BRB, G2G, and even POS, which I thought meant point-of-sale but apparently means “parent over shoulder”; a term younger IMers and texters use to indicate that parents are approaching.

  I have already pre-ordered my print copy of the 2011 AP Stylebook, and I am sure it will be more comprehensive than its forebears. For some time I was using Wired Style published by Wired magazine a number of years ago as my guide, but I found it to be extremely poorly organized and incomplete. Like most writers, I suspect I searched publications like the New York Times and the Wall Street Journal looking for common usage – their editors are very diligent about maintaining consistent editorial usage and standards. AP needs to get their guidance from somewhere.

  E.B. White (co-author of Strunk & White’s The Elements of Style, which is still the “must have” book for any writer who cares about his or her craft) noted that English is an evolving language, “The language is perpetually in flux; it is a living stream, shifting, changing, receiving new strength from a thousand tributaries, losing old forms in the backwaters of time.” As the language evolves and technology changes usage and brings new terms into use, someone needs to find a way to codify these terms so the rest of us can make sense of them. Like the OED, the AP Stylebook provides a lifeline for the rest of us who are trying to maintain standards of usage in the face of change. Everyone needs standards. Just as the IETF relies on standards like TCP/IP, SMTP, and HTML to form the common language of the Internet, we need similar standards for English usage to promote clearer understanding.

  

  Tags: AP style, digital terms, English usage, grammar, language, Social media, usage

• 04May

  Building Social Media Buzz–Blogging and Beyond

  Best Practices, Networking, Social media, Tools & Techniques No Comments
  Social Media Strategies – Blog to Broadcast

  View more presentations from TWoolf.

  This is the presentation I delivered today before the Northern California Business Marketing Association Branding Roundtable. We had a good, interactive discussion with those present, discussing their needs, the pros and cons of different channels, and which channels work best for B2B and B2C.

  One of the things I am advising clients to do these days is start with a corporate blog. A blog provides brand focus. It is a single forum where you have to think about what promotes your brand value before you commit your thoughts to the blogosphere. Once you have clarified your brand position, it’s easier to feed the social media machine, disseminating your blog thoughts through LinkedIn, Facebook, and Twitter – the Holy Trinity of Social Media.

  Of course, there is other content you can use to feed the beast. It was interesting that even talking to experienced marketing professionals this morning, some were still reluctant to dip their toe in the social media pool. They were worried about making a mistake or not having enough content. You have to get started before you can refine the process.

  Part of this morning’s discussion, for example, was around corporate process and paranoia around blogging. One of those present said it took months to get the company to approve a blog post because the committee could not agree. Another marketing executive talked about how his managers complained that the tone of the blog was too “friendly” and not sufficiently formal, like a white paper or data sheet.

  This panic over initial missteps is what prevents companies from entering into the social media conversation, and ultimately cause them to fail. One of my recommendations is “fail fast, fail cheaply, and correct course.” If something doesn’t work, move on. We actually had an interesting discussion about the longevity of social media content. I noted that, to an extent, blog content is disposable because it has a short effective shelf life. However, it was pointed out that blog content remains discoverable for as long as it’s posted, although you can correct or change the content.  However, social media feeds like Twitter and Facebook have an effective life of hours or days. This means you have forums you can use for social media experimentation to see what works for your strategy.

  So this presentation represents just some of the concepts I am sharing with my clients. I would be curious to hear your reactions and recommendations. The floor is open for comments.

  

  Tags: Best PR Practice, Facebook, linkedin, Social media, social networking, Twitter

• 02May

  Ad Numbers Are Not in Twitter’s Favor

  Best Practices, Marketing, Social media, Tools & Techniques No Comments

  As a follow-on to last week’s blog post about the future of Twitter, I spotted an interesting item in the Adotas newsletter today regarding Twitter’s anticipated ad revenue.

  According to a new report from BIA/Kelsey, there is both good news and bad news. The good news is that revenues for social media advertising is expected to from from $2.1 billion in 2010 to $8.3 billion by 2015. The bad news for Twitter is that the majority of the cash is allocated for display advertising – $7.7 billion by 2015. Non-display revenue, like promoted Tweets and promoted accounts 0 will grow to $600 million in 2015. According to the report, non-display ads, like promoted Tweets, didn’t generate any revenue in 2011, although other sources peg Twitter’s 2010 earnings at $45 million.

  According to Adotas, eMarketer predicted Twitter earning sof $150 million in 2011 and $250 million on 2012, which is very much in line with the BIA/Kelsey report. But these figures fall far short of Twitter’s promise. To quote from Adotas:

  I can’t be the only one thinking, “That’s it?” But last week I commented that Twitter’s beta text ads would bring in incremental revenue at best — there is no Twitter ad product that promises exponential revenue growth, something that’s ever-more haunting since North American user growth stalled a while ago.

  As Twitter’s valuation keeps skyrocketing, it’s getting tougher to turn a blind eye to these grim revenue estimates.

  It will be interesting to watch this birdie as the business of social media evolves.

  

  Tags: adotas, emarketer, NIA/Kelsey, revenue, Twitter

• 26Apr

  Is Twitter Just Chirping in the Wind?

  Best Practices, Market Trends, Marketing, Social media, Tools & Techniques 1 Comment

  I have a client in the social media market who refers to the Holy Trinity of Facebook, LinkedIn, and Twitter. Certainly these are the three most popular social media destinations where users flock to hear the latest news and connect with friends, family, and associates. But as I have noted previously in this blog, these are private companies, they are not part of the Web or the Internet, although they certainly use those resources. And while the open structure of the Internet means that the Web is likely to endure, these companies are capitalists after all and will only continue to grow as they become profitable.

  Which brings us to Twitter.

  My wife recently directed me to an article in Fortune entitled “Trouble @Twitter,” and the story read to me like the biography of a typical Silicon Valley startup,with all it’s ups and downs. One of the great things about technological innovation is the ride is never boring, and today’s boom can be tomorrow’s bust. You can have the best technology on the planet, but without a solid understanding of your roadmap and the value your customers get from your service, there’s no guarantee of staying power. (How many remember to dot.bomb bubble a decade ago when the slogan was, “If you build it they will come”?)

  Okay, the concept of microblogging is cool, and Twitter has developed a huge following – 200 million registered users compared to 600 million for Facebook. However, how many of those users are active? But what is Twitter doing to monetize all that traffic? They’ve tried paid tweets, but is that really paying off? This from the Fortune article:

  Just two years ago Twitter was the hottest thing on the web. But in the past year U.S. traffic at Twitter.com, the site users visit to read and broadcast 140-character messages, has leveled off. Nearly half the people who have Twitter accounts are no longer active on the network, according to an ExactTarget report from January 2011. It has been months — an eternity in Silicon Valley — since the company rolled out a new product that excited consumers. Facebook’s Mark Zuckerberg used to watch developments at Twitter obsessively; now he pays much less attention to the rival service. Meanwhile companies are hungry to advertise, but Twitter hasn’t been able to provide marketers with enough opportunities. Last year the company pulled in a mere $45 million in ad revenue, according to research firm eMarketer. Facebook brought in $1.86 billion.

  It’s interesting that Twitter was born out of chaos. As the article explains, co-founders Evan Williams and Jack Dorsey found their start-up, Odeo, made obsolete by iTunes and were trying to figure out what to do with their venture money when Dorsey Came up with Twttr to let other people know what you were up to. I think any business expert will agree that “throwing it against the wall to see what sticks” is not a sound business strategy, yet that was the birth of Twitter. To this day, Twitter seems to lack a clear business objective, partially because of changes in leadership, but mostly because the vision seems to have been lacking from the start. Mark Zuckerberg has been with Facebook since Day 1, guiding its operations and providing a consistent vision for growth that seems to be paying off. Twitter doesn’t have those same strong roots, and it shows.

  So even the most popular technologies can fail without proper nurturing. Remember the Betamax? Imagine what would happen if Twitter pulled the plug tomorrow because they couldn’t #gettheiracttogether. The short answer is, not much. The world would keep turning and the loss of Twitter would be noticed by a fraction of those 200 million subscribers, but something else would rise in its place. Another platform would emerge to make up the third part of the Holy Trinity of social media.

  I am not sounding the death knell for Twitter. They have a huge market opportunity, but they still haven’t figured out how to make it pay. Once they find the right formula, they could be innovators for years to come, or they could fade away. But the hole they would leave will be filled by another entrepreneur with a better business plan, or by an existing company that can acquire Twitter and take it to the next level.

  Twitter has demonstrated the power of connection. And whether they succeed or fail, they have proven that we want to connect, even at 140 characters. No matter what for it takes, the power of connection will continue to open up new possibilities for marketers.

  

  Tags: Evan Williams, fail whale, Fortune, Jack Dorsey, Social media, social networking, Twitter

« Previous Entries   Next Entries »