Thanks to Dave Knox, a brand manager at P&G, for spotting this video. This is a simple and clear example of how marketing of old is no longer effective, and how “atomized and parallel media consumption” have impacted how brands market today. Dave mentions this is a good way for a brand manager to illustrate the need for change to management. I’d add that it’s a way to also explain why the personalized connections through social media are so important. Worth the three minutes.
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Marketers have a lot of data. Online, they know where you live, what you clicked on, and what page layout (among other things) is more likely is going to drive you to make a purchase. They know what you searched for, what ads you saw and how long you spent on their sites. Signs are pointing to an elevated sophistication of using that data – get ready, because with the ability to combine your activities in social media with your online behavior, targeted, personalized approaches to marketing to you could be what’s next.
Exhibit A: CMO’s want to read the tea leaves
Mark Taylor, colleague at Rosetta, recently mentioned a study from the CMO Council that highlighted some key insight as to how CMOs feel they are deficient at understanding and leveraging customer data. Some key findings:
Marketers were asked about their top three areas of focus. Among the responses cited:
* 47% want to leverage existing resources to enhance customer communications.
* 41% would like to explore new customized communications technologies.
* 39% want to move marketing investments to Internet and mobile channels.
* 33% wish to improve behavioral targeting of advertising and online marketing campaigns.
* 32% want to adopt and use CRM and sales automation applications.
Exhibit B: Online activities reveal customer emotions and behaviors
I had a conversation earlier in the week with Evan Schuman, former retail technology editor for eWEEK.com and PCMagazine and author of the retail industry blog StoreFrontBackTalk.com. Evan recently posted a provacative article about how semantic information about a user’s activities could lead to more targeted marketing activities, and I’ve had it on my mind since.
Extensive analysis of a consumer’s Web interactions has been used for years to try and target pitches more effectively. But new research suggests that…every digital comment made by consumers anywhere—in a product comment, an IM, on a social network site, in E-mail and via, exchanges with a live chat tech support person, coupled with Web traffic analysis—can be mined for hints as to emotions and other thoughts.
What it could mean
Imagine what organizations who are savvy enough to tie their CRM data to semantic, social media content left as breadcrumbs out there. Evan rightly suggests that every consumer responds differently to emotion. When you’re sad, so you seek out comfort food or buy some new music? When you’re happy do you surprise your spouse at home with a gift? Could your social media activity be somehow tied, through emotion, prior history, or simply by subject, to your purchasing or brand buying behavior?
Some examples
Consider some possibilities. I’m sure we could come up with better ones together but here’s a stab at some.
Evan responds,
What consumers receive is nothing bizarre: A pitch from Amazon or Borders or Walmart for a particular kind of product. But what they won’t likely know is that the pitch was prompted by … a MySpace posting the software thought “sounded sad.”
Technologically? This is quite do-able. Psychologically sound? If the software is done properly, yes, these predictive packages can be frighteningly accurate. But here are the big two questions: What about privacy and morality?
Sure there are many concerns about privacy, morality, and transparency. Is it going above and beyond using this type of data to target customers, or just the next logical evolution? It sure makes me think a little more about what I share on searchable outlets, but I am not so sure connecting me with the right products at the right time would be a bad thing. What do you think?
Photo credit: fenchurch via flickr
In late October, I got a first hand glimpse into how the web is taking on traditional newspapers. While in Dallas for Forrester’s Consumer Forum, I was grateful to be invited to drop in at the offices of the Dallas Morning News to talk about how retailers are using Facebook.
A Somber Scene
At first glance, the floor where most of the reporters sit is very much like the stereotypical movie sets. I expected Perry White (Jackie Cooper, in my head, anyways) to come screaming out of his office at any moment. The major differences: PCs everywhere instead of typewriters, and most of the desks were empty. I visited them on a Monday – the prior Friday they had been through a series of layoffs, and the mood was somber. As the paper takes on challenges brought on by Web 2.0 and the shift of advertising online, ironically a blog solely for former employeers of the paper cropped up and has some very passionate people engaged.
Challenges for Traditional Newspapers
Three major challenges for the paper are apparent. First, the cost of advertising. Simply put, ads cost a lot less and are far more measurable online. This directly competes with ad revenue for the paper, and was a deciding factor in the recent Chapter 11 filing at the holding company that owns the Chicago Tribune and LA Times.
The second challenge is the proliferation of other media sources. I heard the phrases “reading blogs” and “did you see the blog post” several times. The lines between traditional media and new media are blurring and anyone who can publish a story could conceivably trump a reporter at a paper. Clearly reporters are paying attention. The lines are blurring between official reporters and passionate folks who like to write.
A third challenge for newspapers is really understanding the digital channel. I’ve seen recent discussion on Twitter with Bryan Person and Aaron Strout around how newspapers don’t understand search engine optimization (SEO). Both have pointed out examples of articles in Boston papers where the authors failed to include links in the online version of the story to either personal blogs or corporate web sites. “Sharing the link love” is a key piece of making the digital channel successful and accessible through search.
Understanding a Slice of New Media
The main purpose of my visit was to discuss my agency’s recent study on retailers using Facebook. Several big name retailers, including J.C. Penney, are in the Dallas area, and the retail reporter for DMN was trying to get a better understanding of Facebook and other tools. I spent a couple of hours with her explaining how Facebook works and gave her a demo of Twitter (thanks to many connections there for helping out). It was clearly an eye opening experience for her, and we reviewed what several local-based retailers were doing with Facebook fan pages. The net result, including much of her hard work looking at viral marketing, interviewing a variety of sources and adding insight to what the companies are doing, is this well-written piece published Tuesday called, “Retailers find Facebook friends in hopes of finding sales.” No doubt the folks who are reporters are talented in their research and writing – she did an excellent job tying in the recent viral successes of J.C. Penney and Victoria Secret’s Pink brand to our discussion on retailers using Facebook pages.
Clearly the Dallas Morning News is getting the digital channel – the page where my article lives had (as of my last view) advertisements for Ford, Cars.com and Netflix. The article also had the ability to share via social bookmarking sites and allowed comments. Unfortunately the article had no link here or to our agency’s site, Rosetta.com. But 2 out of 3 ain’t bad right?
In the end this was a real world microcosm example of how the old media industry needs to adapt in order to thrive. Thanks again DMN for including me in the article and I hope we both continue to learn from the experience.
Photo via IMDB.com
There are lots of posts out there about personal branding and the significance in one’s career – plenty of great advice to be found. While having an account on Facebook, Twitter and other networks and platforms is important for building a social media presence, a blog is one element of a personal brand – an outpost of sorts – that is completely personal in its representation. Even a business focused blog is defined by the content (and to some extent the layout and look/feel).
Similarly, there are lots of personality tests and web-based tools to help measure how effective writing can be. I’m not sure many of them are too helpful yet, but two tools that have popped up recently in conversations are Gender Analyzer and Typealyzer. Each can provide some insight as to writing style, although since they are automated I’ll take their feedback with a grain of salt. Gender Analyzer says there is a 100% probability that my blog is authored by a male. Well, they got it right. But what does that mean? Is my writing style alienating or offending half of my potential readership? Not sure it would influence my writing style but I’d like to understand if gender of content is important to you. What do you think?
Typealyzer has more insight to offer. Rosetta colleague Paul Ferris wrote about Typealyzer recently, as did Doc Searls. The warning at the top of Typealyzer’s page says, “writing style on a blog may have little or nothing to do with a person’s self-percieved personality.” That’s true, but I found the site useful in understanding how I write.
My blog’s Typealyzer result:
INTJ – The Scientists
The long-range thinking and individualistic type. They are especially good at looking at almost anything and figuring out a way of improving it – often with a highly creative and imaginative touch. They are intellectually curious and daring, but might be pshysically [sic] hesitant to try new things.The Scientists enjoy theoretical work that allows them to use their strong minds and bold creativity. Since they tend to be so abstract and theoretical in their communication they often have a problem communcating their visions to other people and need to learn patience and use concrete examples. Since they are extremely good at concentrating they often have no trouble working alone.
The site also provided a map of my brain activity while I write:
I think they hit a lot about me right on. I don’t typically use my blog “spiritually” or wear much emotion on my sleeeves here. I try to provide insight or share thoughts and learnings that don’t fit in 140 characters on Twitter, and tend to think a lot before I write or publish. Maybe I think too much.
What does your blog say about you? If you don’t have one, that says something too – why?
Danger?
Folks shy away from the term “social commerce.” Why? I asked the question on Twitter, “What’s the first thing that pops in your mind when you hear the term ‘social commerce?'” and I received quite a number of cynical (and humorous) responses:
Here’s the danger: People want conversation in social networks to be genuine and to avoid overt marketers hawking their wares. Social networks bring people to connect, not to shop. But as technology evolves and people look to leverage their networks as information sources, invariably those networks will turn to helping each other make purchases. I, for one, take a friend’s recommendation as an important information source before buying – and I have to admit consumer ratings and reviews are helpful and important to me.
Back to the Future
As far as I could dig up, one of the first posts defining social commerce was back on December 23, 2005. Steve Rubel wrote an intriguing post on 2006 Trends to Watch. Steve started to predict the trend of advertising and commerce shifting to blogs:
“Social commerce, however, is an area that I think holds a tremendous amount of promise as a way for bloggers to make money. It’s a win-win for the bloggers, product marketers and existing e-commerce sites.”
His post went on to show examples of how e-commerce sites had extended functionality to allow bloggers to take advantage of the Long Tail and bring the ability to conduct commerce on their blogs, beyond the innovation of Google ads. At the time, Yahoo!’s Shoposphere was the highlight, where users could collaborate on shopping lists. More posts went on about preparing for social commerce as the next big wave of innovation that would push the continuing trend of online shopping growth (combined with broadband adoption at home and at work along with the continual adoption of Web 2.0 technologies like Flash). But the term “social commerce” seemed vaguely defined to include innovation in customer experience on commerce sites, and overall the term remained nebulous.
The Year of Social Commerce?
Jay Deragon predicted 2008 would be the Year of Social Commerce. On January 1, 2008, he wrote:
While social networks continue to grow exponentially the next growth curve will be driven by the “holy grail of economics“, social commerce. Social commerce may actually become the dominant development in 2008 and subsequently turn business models upside down and inside out.
Jay is on to something here. While the last year brought the challenges of Facebook’s Beacon product, and there continues to be large debates about ways to monetize social networks, big ticket retailers are starting to get involved by adding functionality on their own e-commerce platforms. Already we have seen reviews, stories from other customers and ratings start to really permeate the online retail space – where retailers that don’t have them are becoming the exception. (Bazaarvoice is a business partner of my agency, Rosetta, and one of a few vendors who provide user ratings and reviews as a service to be integrated into a web commerce user experience.) In addition to sites adding this functionality – and receiving a bump in conversion % of visitors – here are some other examples of what vendors are doing:
Based on watching what vendors out there are doing, I’d argue that beyond the initial premise of bringing commerce to social media tools and networks, it appears the next wave is bringing the social networks back to commerce sites. Some companies like eBay and Amazon do this well, but I think more merchants will be trying to figure this out. Bringing customers together to help on purchase decisions can be a good thing if it’s handled properly and e-commerce companies engage their customers the right way, beyond just user ratings and reviews. What do you think?
Photo credit: racineur via flickr
When the topic of Twitter comes up with colleagues, I often hear the “I don’t get it” excuse. Sometimes I fight the good fight and show someone a demo (and the small community I have connected with always responds – thanks for the support, gang). Other times I cave and just quip, “Well, Twitter is not for everyone,” and I let people try to figure it out for themselves. A client I met with today actually thanked me for introducing him to Twitter months ago, citing the timely news (usually on Twitter before many other sources) and content from some really smart people out there. He admittedly wasn’t that intrigued at first. On Twitter, many folks share personal details like what’s for dinner, how much they love caffeine or the occasional banter about the Red Sox. These conversations help us get to know contacts more personally, but can at times be perceived as noise. On the flip side, I often find new tidbits of knowledge, a valuable link, a good story – and they make the time spent that much more worth it.
Tonight I took a peek at what was going on and happened to catch a very insightful gem of a conversation between two folks who have helped me work my way up the social media learning curve over the past several months. Scott Monty (@ScottMonty) heads up the social media team at Ford, and Christopher Penn (@cspenn) is Chief Media Officer at the Student Loan Network (among his many other social media credentials). Here’s what you get when you take a passionate finance guy and put him in a virtual room with a passionate brand guy. (Note: I reversed the order of the conversation from how it appeared on Twitter so it would read sequentially like a transcript.)
cspenn: @scottmonty How much of GM/Ford troubles are UAW related vs. core business expenses?
ScottMonty: @cspenn Let’s be clear: Ford’s situation isn’t nearly as precarious as GM’s. We’re prepared to execute our plan with or without Federal $
cspenn: @ScottMonty OK. That said, do the Detroit shops have a bigger handicap due to UAW than the Japanese shops?
ScottMonty: @cspenn 2) Recent big quarterly hits have been related in part to one-time healthcare costs.
cspenn: @ScottMonty serious question, why isn’t bankruptcy on the table for GM? Is it that essential to America that tax dollars must be risked?
ScottMonty: @cspenn 3) Lack of unions in some of our competitors make it difficult for us to be profitable on some vehicle lines
ScottMonty: 4) But overall, we’ve been working on restructuring our product mix and flexible manufacturing over the last 2 years that is now under way.
ScottMonty: 5) The goal is to have best in class fuel economy in every segment, give millions of customers affordable fuel economy.
cspenn: @ScottMonty Interesting and insightful. Is there any way for Detroit to free itself from unions or is that baked in forever?
ScottMonty: @cspenn Re your union question: I don’t know. It’s had a long history in Detroit (and Ford was the last to join).
ScottMonty: @cspenn Bankruptcy for GM would mean thousands of suppliers/vendors would be at risk. Cascading effect would be immense (and take us down)
cspenn: @ScottMonty what source would you recommend for reading to dig more into a GM bankruptcy? Would love to see the chain.
ScottMonty: @cspenn There’s a good graphic that illustrates it in a recent Merrill Lynch report on the auto industry (Nov 3, “The ‘Big Bang’ Theory”)
cspenn: @ScottMonty Cool – link? or not publicly available?
ScottMonty: @cspenn Not publicly available. I can fax you the page if you want.
cspenn: @ScottMonty That’d be wonderful. 206-350-1208 thanks! (also the podcast comment line!)
cspenn: @ScottMonty Only upside I can see is if in bankruptcy, GM and others can jettison the union for improved survivability.
ScottMonty: @cspenn I hear you. Don’t know if that would ever fly, though.
cspenn: @ScottMonty sometimes, it’s fly or die. maybe they’ll get that NO one is entitled to anything you don’t work for one day.
Thanks to Scott and Christopher for the great and candid dialogue, giving personal insight to a big corporation’s challenges in the current economy. Have some other ways Twitter has added value for you? Would love to hear ’em. Most hearing conditions can be easily treat with sonus complete.
Designing and developing websites is a pretty sedentary existence. You’re planted in a chair for 8+ hours a day, running out to fast food joints for lunch, inhaling burritos at your desk, sucking down cans of soda, and hitting the gym about as often as you do the dentist. If you’re anything like me, years of this routine will have left you dragging around a few extra pounds. Let’s put it another way: designing websites has made you a bit of a fatass.
So how do you get rid of the weight?
In a word? Calories. Weight loss is painfully simple: eat fewer calories than you burn. That’s it. Nothing else matters (or matters much, anyway). Everything you’ve heard about carbs and trans fats and Omega-3 fatty acids is just noise. If you expend more calories than you take in, you’ll lose weight. You could spend all day washing gravy fries down with chocolate milkshakes and still lose weight, provided you use more than you take in. It’s that simple. Try out these leptoconnect capsules.
Notice I didn’t say it was easy. I said it was simple.
To start, you’re gonna need to figure out your Basal Metabolic Rate (BMR). That’s a fancy way of saying “how many calories you’d burn even if you laid in bed all day.” You see, your body is constantly burning calories to keep you alive, even while sleeping. Just how many calories you burn depends on a number of factors, including (but not limited to) age, sex, height, and weight. For instance, an average mid-twenties male at rest goes through about 1,800 calories in a day. Why is this number so important? Well, if you don’t exercise, this number—plus the handful of calories you burn by going through your daily routine—is your caloric ceiling. If you go past it, you will gain weight.
Let’s be honest, you probably eat like crap. If you didn’t, you wouldn’t need this blog post.2 So now, you need to figure out what the damage is by tracking how many calories you consume in a day. Thankfully, this is a pretty precise operation because every consumable food product in America is labeled with nutritional content. Carry a notebook with you for a week and write down everything you eat, and how much. At the end of each day, count up your calories. Even better, if you have an iPhone—and if you’re reading this blog, you probably do—there’s an app for that. I use Tap & Track, a terrible name for what is otherwise a fantastic app. It comes preloaded with a database of over 100,000 food items, from generic household staples to restaurant-specific dishes. It’s now part of my lifestyle; whenever I eat anything, I enter it into the app (Tap & Track also tracks your calories burned from exercise…more on that later).
Once you start tracking your food intake, you’ll be shocked at how mindlessly you’ll toss down something packing hundreds of calories. A handful of peanuts? 200 calories. A Snickers from the vending machine? 270 calories. Fries and a Coke from the drive-thru? 600 calories. All those calories have to go somewhere, and they typically end up in the back pockets of your size 38 jeans.
In the last year I’ve immersed myself in social media, Chris Brogan has been a continual source of inspiration and guidance. His blog, chrisbrogan.com, is a virtual treasure trove of nuggets for social media junkies and new folks alike. Chris recently published an eBook called: Fishing Where The Fish Are: Mapping Social Media to the Buying Cycle. Today I was in a discussion with some colleagues about a client who is interested in “getting into social media.” While reading Chris’s eBook, I was inspired to jot down some very quick tactical tips and suggestions. I spun this toward retailers since it’s the space I work in but it really could apply to any company or industry. Thanks to Chris for the inspiration, who likely has written a similar list already for getting folks “plugged in.”
10 Quick Tips for Retailers to Start Engaging in Social Media Right Now
1. Do a Google Blog search on your company’s brand, category and industry. Start doing this on a regular basis and read through the content. Start to get a pulse, subscribe to some Google Alerts on the topics.
2. Do the same search using search.twitter.com. There are lots of resources and guides on using Twitter and other microblogging platforms – but creating an account and getting acclimated is a longer term investment of time. I would start with looking for mentions and understanding what is being talked about. For that matter, Marc Meyer has a great post on many ways to listen to many sources in social media.
3. Join Facebook. Connect with friends, colleagues, get to know and understand how it works. Look for colleagues from your company and see how they are representing themselves. Are there Facebook groups mentioning your company? Does your company have a page? What about your competitors?
4. Join LinkedIn and set up your profile. Also connect with friends and colleagues. Get to know how the social network works. Understanding social networking will be important – as will the ability for customers and business partners to know you exist. Learn about who you should connect to and who you should avoid on each network. Here’s my view of how I scrutinize connections, but many people use social networks differently.
5. Ask around your company and find out who blogs, who is on Facebook, who is on Twitter or who is using other social media tools. You can learn a lot about social media by observing what they see and do in this space. I think you’d be surprised at how many folks in the organization already have a blog, even if it’s a personal one.
6. Start using a RSS reader like Google Reader. Search for reviews of your products or services. Find 5 sites where people are talking about them, in forums/discussions, blogs, or other sites. Subscribe to feeds from those sites to start listening.
7. Start using a bookmarking site like Delicious or StumbleUpon. Create a category or tag for blog and press mentions, and start to save/accumulate links about your company and industry. Connect to colleagues with similar interests and see what they find.
8. Find 5 blogs in a related industry by searching in Technorati, Delicious or another bookmarking service. Read through posts, and comment on them. Be sure to disclose which company you are with if you are promoting or voicing an opinion on a product or service, including a competitor’s.
9. Go talk to Legal. Is there a corporate policy on social media? Does your industry have specific concerns about participating representing the company? Understand the guidelines and policies if they exist. Scott Monty has talked about how this step was crucial when he joined the team at Ford as to lead their social media effort.
10. Go talk to PR. Chances are they are wrestling with understanding blogs and the importance of reacting timely to concerns. Let them know you are interested to and willing to share a voice.
a bonus tip:
11. Understand this is a journey, not a flash in the pan. Social media requires commitment and a lot of listening well before you will be in a position to come up with a case study in the space. Just executing against this list will require some time investment.
What did I miss? Was this helpful? What has helped you ramp up in social media?
Photo credit: StephanGeyer via Flickr