Good friend Aaron Strout had a moment of inspiration on a plane and decided to challenge a few friends to come up with Haikus about recent brand experiences. In his continuing reign as the Kevin Bacon of Social Media, Aaron was quickly able to recruit a list of talented marketers to join in the fun. See the entire list at Aaron’s original post. Don’t recall what a Haiku is? Here you go.
I chose three recent brand experiences (one bad, one good, and one so good it’s bad).
Dropped calls and big fees AT&T it’s time to rethink possible.
Long line at Starbucks
The first sip hits my blood stream
Sweet nectar of Gods.
A long lost classic
Thanks for bringing back McRib
Now put it back, please.
You can find more Haikus by following the chain on to Jason Falls, and by watching Twitter for the hashtag #brandhaiku.
Let’s face it. Etiquette is a lost art. Forget “interruption marketing” for a minute and think about how people interact on a regular basis. New technologies change that behavior as people seek to leverage the convenience they provide.
When the phone was invented, an etiquette had to evolve on how to greet a new call, what’s an appropriate time to call, how to converse without interruption. (Lots of room to improve here still – I can’t understand why politicians don’t have to follow the “do not call” list rules, but that’s another story).
Email etiquette arguably doesn’t exist – in a business context, companies have a culture around when people turn to email and when they don’t. Email between friends and family has a broad range of what’s “socially acceptable,” but over time people at least develop a sense of when people will reply and why.
Two years ago, no way I’d tell you that it would be acceptable to converse via text message/SMS with grandparents. Same with instant messaging.
In each of these small examples, the communication is mostly 1:1. Email can be broadcast 1:many, but it’s deliberate who the communication goes to – you select email addresses to include. Enter the world of Facebook, where the communication paradigm is different. We have 1:many as the default – post once and share with many, who consume the content (status updates, photos, videos, links) at their leisure. Forget that most people don’t have a common understanding of what they see in the News Feed and why. The barrier to communication is low – it’s easy to share a picture or post given so many ways to share, from mobile to desktop.
Sometimes people forget that the communication medium isn’t important – the content of the message is, along with the dynamic. Is it something that should be shared 1:1 or OK to share 1:many? Making that choice with the context to understand the medium is crucial in relationship building – for businesses or individuals.
I recently asked some folks on Twitter and Facebook about etiquette, and heard many bizarre stories. From the unexpected sonogram photo to first hearing of a family death, people are choosing Facebook for the wrong type of communication at the wrong time. Have an example to share? Do you thing Facebook etiquette is a lost art or a lost cause?
I chose three recent brand experiences (one bad, one good, and one so good it’s bad).
Let’s face it. Etiquette is a lost art. Forget “interruption marketing” for a minute and think about how people interact on a regular basis. New technologies change that behavior as people seek to leverage the convenience they provide.