Posted on December 15, 2008. Filed under: advertising, Apple, consumer marketing, Mashable, RSS feed, Science Fiction, Second Life, Social Network, tv ad | Tags: advertising, airship, Apple, Bush's Collapse, Depression of '09, future of advertising, personalization, The Silly President |
In my continuing series on the Depression of ’09, or Bush’s Collapse, as historians have come to call it, I will focus on how marketing and advertising was effected. In 2038 it’s hard to believe that only 30 years ago quotes such as “no one every got fired for doing television” and ideas like Mass Marketing weren’t ridiculed. One needs to remember that back then Social Media was used to differentiate a particular form of “online engagement”. Of course people still used the term Internet to qualify where they absorbed a particular piece of information. Most Gen A kids today are still confused by the fact that during the Gen X/Y days we received information from multiple devices with screens: one you could interact with, and one you just stared at. I won’t mention “radio” for fear of veering too off topic.
Leading up to Dep II folks used the Internet to gather data, purchase goods, and be entertained by music, vids and games. In most cases a company I’d individual would “post” media to a “web site” where users could read, click, watch, or download it. Users had very little choice on what they got, generally being given only a few options. Something was about to change all that though.
Just prior to the election of President Obama, the first of his 3 terms, several print publications (see references below for definitions) named the consumer as the Person of the Year and Marketer of the Year. The average citizen was beginning to take control of how goods and services were presented to them. Up to this point most manufacturers and service providers would build a generic product then hire marketers to create advertising campaigns to promote their product. The advertisements would, almost without exception, be focused on a wide demographic. Men: 18-45, teens: 12-22, were typical designations. Of course no one today would waste time on such a broad and incongruous grouping. Even now, at 79, I can remember being a teen, nine of us were very similar. There were jocks, studes, vocies, rich, poor, popular, geeks, etc. It still amazed me that anyone sold anything in such a broad way. It’s important to remember that back in the 20th Century and into the singles of the 21st Century, most people just accepted that they belonged to a demographic and accepted products and services as they were: Corporate America was in charge. Of course that is no longer the case: we get goods and services tailored personally to us, we brag about the cool advertising generated by our profile. Lime most of history, it is easy, in hindsight, to see the tipping point: The Attack on Pearl Harbor, the Chinese Colonization of Mars, Secretary Michelle Obama’s Global Union Initiative, etc. Bush’s Collapse changed the relationship between consumers and corporations forever.
It is unfair that the Collapse be completely blamed on George Bush, it is so named primarily because the Iraqi Folly put such a financial burden on the country, at a point when a brief financial meltdown was imminent. It took several decades of corporate greed, governmental missteps, and an economy based on speculation and Wall Street, to cause the Collapse. The “Silly President” just happened to push it over the edge.
The hardship had many unexpected consequences including the collapse of the television, radio (much different than what we consider it today), music and oil industries. The collapse of the oil industry and it’s evolution into an international conservatorship has been widely discussed and irrelevant to this story. The Big Media collapse has direct bearing though.
Citizens attention was divided in their entertainment, communications and informational options then: between a television, telephone and radio or a computer. With meager incomes most had to choose between the two. History shows they chose computers. These bulky, desktop machines were far less elegant than our current solution, yet they offered information, communication, entertainment and productivity in one package. This primitive machine had been used to market to consumers in a 19th Century manner, with 20th Century technology. A few technology advances offered the ability for social networks to begin to crop up, all separate and distinct. Very quickly more niche networks emerged, focused on specific subjects, forms of communication, and psychographics. CGTalk, Twitter, and Ning are examples of each that I was immersed in. Very quickly the populace found they had replaced one fractured interface with another, as their attention was now divided between multiple separate “sites”.
Yet the seeds of control had been sewn. Many of these sites, oddly called “networks”, offered personalization features as well as the ability to be viewed on mobile devices. Soon a demand was met: the ability to bring all of their desired content together under a universal, personalized ID, that they could interact with on any device. Early mobile and computer companies began building customized devices receiving customized information. Soon behavioral targeting was giving users information they wanted before they asked for it. Advertisers couldn’t bridge the gap. Most companies were still selling generic products using mass marketing tactics. The people demanded better. They had the power to make demands. It was easier fir a mom & pop operation to deliver customized goods, promoting them with customized messaging, easier than large companies. Product and Services industries as well as their advertisers couldn’t compete on such a micro-level. This signaled the end of marketing as it had been for decades.
Early social media proponents recognized early on that talking to one was better than shouting at a million. Advertisers and companies, in their desperation finally began to listen. An entire generation of marketers and advertisers was displaced. Their seats were filled by social media evangelists managing hundreds of non-employee brand evangelists. These weren’t just mouthpieces, they weren’t even paid! They were brand fans. It was the pyramid management system. One SoMe evangelist would invite brand loyalists, even competitive brand loyalist to try products and report on them. These loyalists in turn were followed by thousands, who, in turn, influenced millions of others.
Many companies during this time abandoned the strategy when they received negative feedback. The smart ones began to see this as positive input. It wasn’t long before companies were creating custom products for their loyalists. It was expensive. This zoo drove the desire from all consumers to have personalized products. Advertisers soon got in the act, creating customized messaging. Consumers had long given up the idea of privacy or anonymity online. Their tracked behavior, purchase history, financial background, resume, even family info now fed shared databases from which technology evolved to serve advertising unique to every recipient.
It seems odd, in this day and age, that a single add would be the basis of an entire product campaign. Teens in college, sports fans in bars, even the few that still work in offices, share their commercials as a bag of identity, as unique as a fingerprint. Just today my grand kids and I were laughing over our implant OS updates from Apple. I’m still on 10.4.2!
Who knows how personalization will effect us in the future. If I have to spend 4 hours on an airship to visit my grandkids on the West Coast, I’d like a seat that knows I have a bad back!Read Full Post | Make a Comment ( 3 so far )
Posted on November 11, 2008. Filed under: advertising, consumer marketing, Social Media, Social Network, Twitter, User Generated Content, viral marketing, Web 2.0 | Tags: consumer, corporate, good will, hash tag, pay it forward, Twitter |
I’m reading an article in Fast Company Magazine (Oct. 08 – yes I still like print especially with nice paper covers) about thanking companies you appreciate (I Love You. Now What – Heath & Heath). The gist is that while companies have sunk millions into call centers to smooth the ruffled feathers or complaining customers, there is virtually no way to thank them. They go on to show the positive impact it has on employees of the company, if marketing shares the compliments.
While I could spend the rest of my ride on the T talking about ways that social media could be the medium to share the good will, no one is going to pay me for it, and with a recent layoff, I’m feeling much less gracious with my free marketing advice. The holidays are coming though and we should all be looking at what we’re grateful for, even if we need the Large Hadron Collider to test the theory of the existence of something to be grateful for. With the coming rush of holiday consumerism and travel I thought we should consider Paying it Forward to some of the companies we appreciate. Perhaps @GoodWill and @Karma will get the Tweet and our holiday season won’t be tarnished with bad company-customer interaction. Perhaps customers will be a bit more patient and understanding, and corporate employees will be extra diligent and helpful in their job execution.
So I’m asking readers to think of a company whose products or service they admire or have had a positive interaction with, and give them a shout out. A simple “hey, nice job” is enough. If you want be more expressive, feel free. Use whatever medium you feel comfortable with; post a video to YouTube, write a letter, call the service center, start a Facebook Fan page, post a Tweet (#iLuvBrandX), hug a stockboy!Read Full Post | Make a Comment ( 3 so far )
Web2.0 Becomes America2.0: How the Social Movement to Take Back Control Jumped from the Web to the White House
Moments after CNN has called the Presidential Election I can’t help but think that the campaign that became a movement is a direct extension of the movement that is now referred to as web2.0. The Internet was long a place for corporations to broadcast their message and to prop up their brand. Over the last couple of years technology has given regular people a voice and a choice. The Obama campaign, backed by millions of supporters, leveraging that same technology, has been swept into the White House.
As a numb-thumbed Twitter user I saw supporters not only outnumber other candidates, but leverage the tools of social media to outemail, outblog, outTweet, and generally outshout supporters of other candidates. The Obama campaign, unlike most corporations, went where users congregated online, talked to them in their own language and empowered them to reshape the Obama brand into something that represented their voice and encouraged them to spread it. And did they!
Citizens, sick of accepting what they were given as the “presumed” candidate, decided with their blogs, their wallets, and their votes, not to except what they were given, but to demand a better candidate. The candidate himself has said that he listened to his supporters to help shape his candidacy.
We can only hope that all of the hard work, hopes and dreams of Obama’s supporters is met with the same care, transparency and two-way communication as the campaign has shown. At no time have so many people been do engaged to make things happen in this country. If the Obama Administration resembles the Obama Campaign, historians will call this one of the most pivotal episodes in the history of the United States, to be compared with the Revolution and Civil War.
Yes We Did! Yes We Can!Read Full Post | Make a Comment ( None so far )
I just left Mobile Internet World, braving frigid temps on my way to the Red Line. I would have liked to stay longer but client’s deadlines can’t be ignored. There were many more sessions I would have enjoyed.
The conference is primarily target toward the mobile industries software and hardware manufacturers and developers. Peppered among all the talk of Android’s kernels were a few great sessions about mobile marketing and a few companies showing off goodies. Among them was Intel, showing off the latest sub-laptops. These mini touch and stylus driven machines were pretty impressive. There were some odd user interface and user interaction issues with the touch screens. Sorry guys, the iPhone just set the level soooo high!
I don’t have alot of info on any of them but I do have some fuzzy pictures, thanks to my iPhone’s sub-par camera.
Feel free to forward me manufacturer info if you have it.
Posted on August 21, 2008. Filed under: Social Media, Social Network, Twitter | Tags: Bebo, Facebook, Fast Company, Gold, Hi5, marketing, MySpace, Olympics, Photoshop, PR, Scott Monty, Social Media, SoMe, Tittr, Twitter, Wired, YouTube |
My day job helped launch a new sports league near the beginning of the year. Because of their limited budget, assets, especially access to talent, we made a series of suggestions on how to engage social media to promote the league before the first game was played and the first player was drafted. While we were engaged with them we created a Facebook group, a MySpace page, a Twitter account, and a YouTube Channel. During the first months of the launch we shot a ton of video, interviews with fans, players and league executives as well as town-hall meetings. I Twittered the comments from the town-hall, the interviews, what famous players were stopping by the trade show booth to chat at the various shows where the league was represented. We quickly built a large site for the league that included the videos and links to the social network sites, blogs, etc. Time went on as it often does and the client decided to move. We turned over all of the social media logins, passwords, links etc. to the league to manage.
Because of the hype of the Olympics, sports has been on everyone’s mind, especially the league’s sport since several of the staff in our office played the sport in college. My boss and one of our account execs were streaming the latest event in his office, hooting and hollering at every missed opportunity or great play. I knew exactly what they were watching since I was getting a play-by-play from those I follow on Twitter. I heard the U.S. team one the Gold right before I heard a yell from the other room, apparently the video was buffering!
I instantly jumped over to my former client’s site to see if they had posted anything. I didn’t really expect them to have anything in the can, and figured it’d take them a few minutes to post something on their site. Sure enough, as I write this the posting went up. Excellent, they get about 9 thousand visits a month.
So I bounced back to their Twitter account to see if they had posted anything. Their last post was yesterday. I dropped them a quick note to remind them to post something. I wanted to do a quick search to see how many people were Twittering about the gold medal win. I didn’t have to go far. The front page of Twitscoop showed the sport as one of the top tag clouds, probably around the 6th or 7th most popular (it’s a little hard to tell, using Twitscoop is helpful but not very exact with it’s numbers. So went through with my search to see how many people were talking about the sport. Since this morning there were over 300 Tweets about the competition, that was BEFORE the Gold medal win. I’m literally writing this a few minutes past the win, so you can imagine how much buzz there is at the moment and will be for the rest of the day and week. The spike for comments related to the name of the sport is huge, never mind other terms related to the win.
It’ll be interesting to see what Google trends has to say about the sport in the coming weeks.
All this leads me to the title of the article. Had we or another agency been running the social media engagement for the league, we would have earmarked the possibility of this event as a great time to engage with fans of the sport. We would have had articles ready to go on the site, into the various social network news, status or blogs. We’d be favoriting all of the pirated footage showing up n YouTube later today. We would have been Twittering every play and the news and interviews to follow the big win. The thing that differentiates an agency that is engaged in social media and a company like the league, or just about any other corporate entity, is that we live in social media, on YouTube, Facebook, Bebo, MySpace, Ning, Twitter, Tittr, Mashable, Digg, etc. Not that it’s the fault of a company. Their job is to run their company, it’s an agency be it a marketing agency, PR group, consultant, etc. to know the who, what , when, where, why and how of promoting their clients’ message.
Many colleagues I talk to have the same issue. Because their client has an intern with a Facebook account or their CFO has a MySpace, they think that is all that is needed to be able to appropriately engage the public through social media. It takes more than a copy of Fast Company or Wired and a computer to market using SoMe. This is not a big surprise though. I know plenty of graphic designers, and as one myself, who shudder when clients ask for source files, or decide to tackle graphic design themselves with a student copy of Photoshop. As with SoMe, it takes more than Photoshop to make great, even acceptable, graphic design. You need experience, talent and education to understand hierarchy of information, how to properly use a grid, typography, audience, etc.
This isn’t to say that all companies are void of employees that get SoMe. Some have smartly hired experts in the field, and will hopefully listen to them (Hello, ScottMonty). But certainly the majority of clients who think they’ll take it upon themselves to put some video clips up on YouTube or make the decision themselves that Bebo is a more appropriate point of engagement than Hi5 for their target audience (insert any SoNet in here, you get my point), are doing themselves a disservice.
They say that someone who represents themselves in court has a fool for a client. I’m a little burnt with new business pitches to come up with an appropriate clever line to replace this in regards to PR, marketing, advertising, graphic design, etc. Anyone? Beuller?
p.s. The opinions in this post do not necessarily reflect the opinions of my employer. No proprietary or private information is included and no names were mentioned (except Scott Monty’s) to protect the privacy of those individuals or corporations.Read Full Post | Make a Comment ( 2 so far )
Posted on July 21, 2008. Filed under: advertising, Boston, Michael Durwin, Social Network, Web 2.0 | Tags: expecting a baby, father to be, registration, social network for daddy's-to-be, The Bump, The Bump Exclusive Rewards program, The Knot, The Nest, What to Expect When You're Expecting |
I’ve recently discovered that I will soon be a father. I was recently a husband and previous to that a fiancee. At the beginning of this category-changing trip, I, along with my fiancee, decided to sign up for theKnot.com. It’s a great site, we found alot of helpful info there from photographers, to the ceremony site, to etiquette hints. I signed up partly to help my wife plan and make announcements, see links, etc. and partly out of curiosity as a creative director that does quite a bit of social network strategy development.
Once married we found that we had graduated to a sister site called theNest.com. Having lived in sin for so many years, it wasn’t the helpful to us. When we found out recently that we were expecting, I thought of theNest and decided to see what they had about new families. I discovered that theNest had a section called theNestBaby, soon to be theBump.com. What a brilliant business plan, a social network for every major step in your life.
So I started using theNestBaby to post our due date and to see what we could be expecting. No offense to the book What to Expect When You’re Expecting, but it doesn’t have a search engine! Today I visited theNestBaby to find that theBump.com had launched. I clicked on the link and found myself on the new site. It hadn’t changed from it’s previous incarnation except for one thing: I was no longer logged in. Ah, cookies, gotta love ’em right? Wrong.
I wasn’t logged in, simple enough, I’d log back in. Hmm… I couldn’t remember my password, of course. So I typed in my email and went over to my account to get my password. Oh yeah, that’s right. Returning to the site, I typed in my email and password: Your account is not active. Huh? I tried it again, and again. Same thing. Crap. How could it not be active if they just sent me my password? Well, maybe they’re not porting over login info. Excvept that it clearly says “Already a member of theKnot or theNest? Log in using your existing membership information.” Interesting, but not helpful.
So now I have to login all over again, assuming that they f@#$d up and lost some of theNest’s user info. What a site registration is. Name, email, password, okay. Address required? Really? “Deals, Events, Inside Scoop” Yeah! So much for hoping on to check off something on our checklist:
My email is already in use. No shit. But it’s not active. WTF!?
How is that going to get users in? Not only have they already lost my users info, but now I have to wait until tomorrow night to do anything? This is a use case scenario that I talk to my clients about all the time. They want tons of info, they want to approve every entry, they want to tie registration to advertising, even if it’s in the form of a “reward”, usually a percentage discount if you buy with a specific advertiser.
So, my first trip into the daddy-to-be social network did not come out so well. Hopefully I’ll feel better tomorrow night when I can sign in, unless I’ve already found the nursery furniture I wanted to see elsewhere, or found another site with a pregnancy checklist that doesn’t make me wait like I’m buying a handgun.
Well, in the meantime, I’m on to make next daddy-to-be adventure. I was thinking today that pregnancy often excludes soon to be fathers. We don’t get any attention, gifts, days off, and justifiably so. We’re not pushing a screaming bag of sugar out any of our orifices! I was trying to think of ways to still be involved, even helpfully so. A quick online search didn’t find too much. TheBump certainly didn’t have a section for fathers. So, I’ve decided to start a small site dedicated to helping fathers through pregnancy. I’ve bveen thinking of links content to include:
Links to helpful info
Recipes even a clumsy guy can easily make (I did bruchetta this evening and will post that recipe – 10 minutes!)
Smart home repairs to get out of the way
A forum for guys to ask advice dealing with cranky wives during the hot days of summe
Building baby furniture
Anything I can think of or that anyone wants to share is welcome. Reply to this blog, I’ll post a link to a new Ning site as soon as I have it set up.
Cheers, the wife is calling!Read Full Post | Make a Comment ( 6 so far )
Good points all around. An important thing to keep in mind is Form Follows Function. In other words, first it has to work, then it can be made to look pretty. Well, like it or not, MySpace works, despite the fact that it is not pretty. But pretty is a subjective term, while working is not. In order to work, in the realm of social networking and personalization, the user must be presented with the ability to make their site their own. That means supplying the function and letting them supply the form. If the MySpace example tells us anything it’s that most users have no taste! Any designer could tell you that! It takes skill, talent and education to know good design when you see it, much less create good design. If users were all capable of creating good design, we designers would be out of a job. MySpace decided that stopping at Function suited them just fine. With their user base and cash flow, who could argue with that?
Facebook, on the other hand, has taken a different point of view. They are providing the Function and 99% of the form. The only personalization there is your apps, your friends and your pictures.
Twitter and WordPress are in the middle. Twitter (who is obviously still working on their Function) allows a bit of form to be handled by their users, but not alot. Twitter allows users to add a picture as an icon and change their background and colors. Both merely complement the user interface. With WordPress, if you’re using their hosted version, you can choose from a variety of templates to change your layout, or you can design or have someone else design a WordPress template for you. This last is not easy for a layman, so it is often someone with design skills who does it. At worst, a WordPress design can be boring, but at least it’s not as hideous as what some MySpace users are doing.
So, allowing the Form portion of your social network’s user interface to fall into the hands of it’s users may not be pretty, but that’s what social networks are all about, What the User Wants. The user has become the designer, for better or worse, of their own experience. Who knows if this will be a continuing trend? Well, maybe we have a hint already. Users in droves have been flocking to Facebook over the last year or so, which offers much less freedom of expression, at least visually. What I’ve heard over and over from those that have abandoned MySpace for Facebook, besides that it’s for stalkers and spammers (thanks Big Media), is that Facebook looks better. Maybe users are smartening up, and realizing that they enjoy elegant design, maybe, with all the different aspects of their real and online lives, they are too busy to design their experience and prefer to have one handed to them.
We will see how it shakes out over the coming year.Read Full Post | Make a Comment ( 2 so far )
Posted on July 12, 2008. Filed under: blog, Google, Michael Durwin, MySpace, Social Network, SXSW, User Generated Content, Web 2.0 | Tags: Kevin Rose, Robert Scoble, spam, tweeps, tweople, Twitter, twitteratti |
I was introduced to Twitter back on March of 2007. Everyone at SXSW jumped on it. I dropped it for awhile as only a few people I met at SXSW were using it. Since then a ton of folks have jumped on board. It’s become a very important part of my social media, technology and all around cool stuff networking. I use Twitter for a variety of things; to communicate with friends, to engage in discussions with others of similar interest, to find out what others are interested in, to share my interests or thoughts with others and to learn. This last one is key for me. There is so much going on in this web2.0 world that no one can stay on top of it all. Luckily, so many others are keeping up on it, collectively we can stay on top of it all, by searching, learning and sharing.
I don’t follow a huge amount of people, only those I’ve mentioned above, friends, acquaintances, and a few of the Twitteratti (big shots like Kevin Rose and Robert Scoble). I follow about 50 folks, and about 60 follow me. I’m always flattered when someone decides to follow me. After all, they must thing what I’m Twitting is interesting right? Recently I began to receive a few follows that got me curious. Usually someone uses a Twitter handle (mine is mdurwin, I use it everywhere, just Google it!), their name, nickname, combination of first and last name or initials, etc. I’ve seen very few Tweeps (or Tweople, or whatever us Twitter geeks come up with next) using first names and numbers, a common practice with AOL chat and other IM services.
Lately I’ve been getting follows from users with names like Valerie434, or Stella214. I just excepted them and moved on. Then, in one day, I received follows from Lisa1961, Tammy1961, Jessica1986, Angelina1986 and a few more. Twitter spam had caught up with me. Most of these users had a personal page with a link, most to bizrotator.com and a picture that looked like it was either stolen from a MySpace college girl or a Russian bride site.
So, it’s here, Twitter spam. Luckily the most they can do is follow you and hope you click on their link. Only if you follow them will you allow them to push anything on you. The lesson learned: you know it’s gone mainstream when spammers start using it. Here’s a complete list of my spam followers so far:
I’d love to hear from other Twitteratti on this. Is it just me?Read Full Post | Make a Comment ( None so far )
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