Erik Qualman's Blog, page 679

The (Welcome) Demise of "Interruption Marketing"

In this day and age, I believe paid advertising is tantamount to spamming.

Here is how the Urban Dictionary defines spam:

spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam spam. That is what spam is. Would be better without it.

Each day, we are inundated with a veritable blitzkrieg of marketing messages that assault our senses—and insult our sensibilities.

When you are watching a television program, reading a magazine or engaging in social media, you probably don't appreciate the interruption marketing. You didn't ask for it; it normally does not apply to you; and it wastes your time. I imagine that most people feel the same way, which is why we are all figuring out how to eliminate "interruption marketing" from our lives—from TiVo to anti-spam software to Twitter's "unfollow" button.

With the breathtaking array of largely cost-free tools now available to engage in meaningful dialogue with customers—in aggregate, "social media"—it is halfhearted when a company cavalierly throws money at paid ads, which merely interrupt people with messages they increasingly don't want and don't appreciate.

A brand's level of authentic engagement in social media is an accurate litmus test for how much they care about their customers. It's that simple. Paying an advertising agency to design a slick, emotionally-evocative ad to draw in as many people as possible, often by over-promising and over-hyping a product or service worked in 1950. Not now. It does not convey care.

People in social media have particularly sensitive antennae. They know the difference between a brand's cavalier involvement and genuine engagement. And, they're rewarding the brands that listen to them and care about them—with their business and their increasingly far-reaching advocacy.

Prior to engaging in social media, the questions you need to ask yourself, and everyone in your company, is:

"Do we have a product or service that tangibly improves people's lives? Are we prepared to listen intently—and, genuinely care?"

Until you get resounding, unanimous "yeses" to those questions, it's best to hold off on social media … and wait until you do.

Eric Harr is the Founder & President of Resonate Social Media, a leading, integrated social media agency in San Francisco. He is an award-winning TV host on CBS News and the best-selling author of the new book "The REAL TRUTH About Social Media: 8 Timeless Truths Uncovered & 8 Monumental Myths Revealed" available now in ebook or print edition.[image error]

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Steve Jobs — 10 Lessons in Life & Leadership

Digital Leadership

It is a sad day for the world when a visionary like Steve Jobs is no longer walking among us. It truly reminds all of us how

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short and precious life is. Just like there will never be another Socrates, Wayne Gretzky, Winston Churchill, or Ghandi, there will never be another Steve Jobs. While we can never become Steve Jobs, nor should we strive to be (follow your heart). What we can do is understand what is the greatness of Steve Jobs and, where applicable, apply these principals to help us develop as leaders.

Simplify

Steve Jobs demanded that the iPod not have any buttons on it; including an on/off switch. This seemed implausibility for the engineers working on the project, but Jobs wouldn't bend. The engineers were pushed to their limits and as a result the scroll wheel was inspired. Jobs indicates "that's been one of my mantras — focus and simplicity. Simple can be harder than complex: You have to work hard to get your thinking clean to make it simple. But it's worth it in the end because once you get there, you can move mountains."

The power of "NO"

Jobs is just as proud of the many products he killed over the years as the ones that were monumental successes. At one point he worked hard on a device similar to the Palm Pilot, but appropriately killed it to focus on the cell phone market. What resulted was the iPod and iPhone.

Money is overvalued

"Being the richest man in the cemetery doesn't' matter to me…Going to bed at night saying we've done something wonderful..that's what matters to me."

Innovation has nothing to do with how many R&D dollars you have. When Apple came up with the Mac, IBM was spending at least 100 times more on R&D. It's not about money. It's about the people you have, how you're led, and how much you get it. [Fortune, November 9, 1998]

It's not what you say; it's how you say it

Jobs keynotes and product launches spellbound audiences. The missing "it" factor is palpable when he's not on stage.[image error]

Not all products under Jobs were the most cutting edge on the market, however consumers perceived them to be. Part of this was Jobs overzealous demand of secrecy around products. This secrecy helped feed consumers desires for the product once they were revealed.

That is the critical point – perception becomes reality. Part of Jobs success was based on the notion that "Your customers dream of a happier and better life. Don't move products. Instead, enrich lives."

Recognize Good Ideas

Jobs and Apple did not create the computer mouse, podcasting or the touch screen, but they recognized their value and integrated these innovations into their products.

Shun the Majority

Jobs actions epitomized the mantra of if the majority was always right than we'd all be rich. Like Henry Ford before him who indicated "If I asked the public what they wanted they would say a faster horse," Jobs typically eschewed focus groups and gave the public what he thought they needed. This worked the majority of the time, when it didn't it was a chance for him to fail forward into the next project taking the lessons with him.

"Here's to the crazy one, the misfits, the rebels, the troublemakers, the round pegs in the square holes… because the ones who are crazy enough to think that they can change the world, are the ones who do."

Eat Your Own Lunch

There is a saying in Silicon Valley that you need to eat your own lunch before someone else does.  Jobs had the conviction to[image error] do this with the introduction of the iPhone, knowing full well it would and did cannibalize the sales of the flagship iPod. Letting go of the familiar and embracing the unknown is a real test of leadership.

Strive for perfection

The night before the opening of the first Apple store, jobs didn't like the look of the tiles so he had them all ripped up and replaced. Right before the iPod launch job also had all the headphone jacks replaced so that they were more "clicky."

Small Teams

Jobs didn't want his iPhone team to be muddle with pre-conceived notions around the cell phone market and had the team placed in a separate building. While this rubbed some employees the wrong way for not being selected, the results are irrefutable.

The original Macintosh team had 100 members. Whenever it reached 101 members they would have to reshuffle and remove someone from the team. Jobs belief was that he could only remember 100 names. [Source: Leaner Kahney, The 10 Commandments of Steve," Newsweek, page 35, September, 2011]

Follow Your Heart

"If today were the last day of my life, would I want to do what I am about to do today?" And whenever the answer has been "No" for too many days in a arrow, I know I need to change something." It's sad to think that today was Jobs last day, at the[image error] young age of 56. But he truly lead a life of following his heart.

God Bless.

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Social Media Sharing Now More "Pin"teresting

Just when social media sharing has reached a fever pitch, out comes yet another outlet to dish out personal info.

Please join me in welcoming Pinterest to the all-star lineup of social media players.

Pinterest is a virtual pin board where you can set up various "boards" and while you search the web, you "pin" those items you like and want to share.

For example, you might be researching your next exotic vacation. Say you come across a beautiful resort in Bali that strikes your fancy,  just click your downloaded "Pin It" button and you have just pinned your dream vacay to your travel board. Now, your Pinterest followers can see where your next vacation will be. Also, you can follow other's boards (even if you don't know the pinner personally).

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The goals of the higher ups at Pinterest were to connect the world based on your interests. Recently, I started following someone's board on home decor. I don't actually know this person but with Pinterest, you don't have to "friend" someone to see their pins. Also, you can either follow all the boards of someone or just the ones that interest you.

With apps for smart phones available, this new addictive outlet is making it easier to connect with others.

Unlike Twitter or Facebook, you do have to request a Pinterest account. However, as elite as that sounds, I requested an account and within 5 minutes, I was a new Pinterest user.

This site is definitely addicting but in a great way! People are using Pinterest to plan weddings, to make crafts, find recipes for a special diet, etc. Instead of aimlessly searching the web, Pinterest allows you to digitally organize your finds and share them with other who might also find them worthwhile.

 

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Commander's Intent: "Starting With the End in Mind"

The world is changing. Chris Anderson, author of "The Long Tail" said it best…we live in a world of "infinite content, and finite time".  Access to knowledge is effectively free…and there is more available to us than we know what to do with.  Fortunately experience is an amazing filter. What better way to learn then from the brave entrepreneurs currently innovating on the front lines?  This week we get some nuggets of wisdom from serial entrepreneur Mike O'Brien, founder of NationWide T-Shirts, Financialaid.com, Climber.com,  investor and Board Member of Understand.com and most recently, Leadli.

 Ok let's start with the obvious question we all want to know. You've had tremendous success with your ventures, what's the single biggest piece of advice you give to up and coming entrepreneurs?

Mike: Understand that every entrepreneur is afraid. If you are not , you are not taking big enough risks.  Launch today,  before it's ready, the chances that you have it perfect the first time are slim.    The best feedback we get is not from MBA's and focus groups,  but rather, from the early adopters who yell at us, clearly pointing out the right direction.  Ask for help often and follow your gut, it's probably right more than it is wrong.

 As a serial entrepreneur, do you feel you "improved" with each new company? Were there any mistakes you were dead set on avoiding ?

Mike: When I started my first business I thought I knew everything, which served me well at the time. That clumsy energy and self-belief propelled me into what I am today.  Now, every time I am involved in a new company I am shocked at how little I knew when creating the last one.  As you understand yourself more, it is easier to compliment your skill set with those around you.  I am not a great operator, so I need strong operational people around me.

 What should an entrepreneur be thinking about before they decide to start a business?

The one thing I tell all entrepreneurs is to start with the end in mind.   If the business is successful, does it fit with your lifetime financial goals?  Too often I see people start businesses only to find out that there is no big salary or exit.  Did you really think you could make 200k a year owning a corner coffee shop?  Did you look at how much per square foot the best Star Bucks store makes?  Owning a business that does not support your lifetime financial goals is like being in a bad marriage.

 

You are working on something really cool now called "Leadli". What is it, and what was the genesis of it?

Mike:  The guts and theory behind LeadLi was based on a product we created a few years ago.  We saw how much time people were spending on "being social" and receiving very little business value out of it.  It is very expensive from a time perspective to invest in social activities.   Additionally, we found that people did not know how to turn their social media footprint into a great lead generation tool.  Leadli automatically asks for business, referrals and recommendations. It provides pre-writen proven updates that stimulate business conversations.   Additionally, it figures out the time of day and type of messages resonate best with each user's social networks.    Leadli optimizes a user's updates to reach the widest audience and when they are most likely to interact you, think about it like ad serving technology for your social media.

Readers can visit Leadli for more information

 

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Been There, Texted That

Landline, what's that? Oh, that one device you used prior to the explosion of cell phones and wireless service.

Back Then

As technology has continued to evolve, the text messaging era has developed into its own form of communication. As I recall, when I first began texting the messages were very short and spread out. I remember looking down at my Nokia and taking time to study the numbers as I would use them to spell out words. None of my recipients really cared if they received a response or what I had to say…

As texting has become more and more popular, I thought it was so silly to have private conversations with someone sitting right next to you. Looking back, I see the electronic exchange of information was simply replacing generic note-passing.

Now

 Nowadays, texting has completely revolutionized the way we communicate.

In personal relationships, you may not realize it, but you go through "texting rhythms" when you're having a conversation. It's similar to calling someone. You call, engage in conversation, they call you back, continue the conversation, hang up, repeat.

Or, if you're upset or not wanting encourage that relationship to move forward you shut off the communication barriers. They call and leave a message, you don't respond, they call again, you ignore it, etc. You're simply sending the message, "I don't want to talk to you, or I'm mad at you."

Well, now instead of calling, that communication channel has been replaced with texting. You may have an old friend you want to reconnect with and you find their number and ideally begin texting and pick up where you two left off… (High text frequency = close relationship).

But what about that ex-boyfriend that continues to send you a surprise text every few months. Without realizing it, he is saying more than just "hey," especially with his word choice and grammar. Do you ignore him? Do you reply? How often and what do you say?

Believe it or not, even if you choose to reply the next day, you're sending the message, "I'm too busy to reply right away, but I will still take time to talk to you." Or if that ship has completely sailed, you don't recognize the number because it's not saved in your address book, nor do you care to reply because secretly, you know who it is.

This same rule applies to friends, acquaintances, and family members. Mark my words, the people you are close with, your texting conversations will be long, detailed, and full of excitement or updates. The people you're mad at or trying to eliminate from your life, will be 2-5 message texts with short answers… (Low text frequency = Acquaintance/Distant Relationship).

Sometimes, you may send the wrong message even if you're not meaning to. For example, John sends you a text about his new job, and while you're happy for him, you're driving and you aren't in a position to text him back. Then you go into your meeting, next the gym, carry on with your day, and before you know it, you've forgotten to text John back. While you didn't mean to, he may have taken it as, "so much for sharing my news with him/her."

We all lead busy lives, but be sure that what whatever communication channel you choose to connect with people, you're responsive and fostering those relationships that mean the most. Even if it's a simple, "Good for you!" or "Can't talk at the moment, but so happy to hear!" At least whoever it is you're talking to knows you're not ignoring them, or too busy.

Showing you care and actually caring are two separate things… How are you showing you care and what are you doing to make sure you're communicating the right message?

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Amazon Kindle Fire $199

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Amazon Kindle Fire

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Amazon announced the  Kindle Fire; arguably the most affordable mainstream 7-inch media tablet. Arriving on November 15 for $199, the Kindle Fire will enter a crowded market dominated by Apple's iPad:

18 million movies, TV shows, songs, magazines, and books
Amazon Appstore – thousands of popular apps and games
Ultra-fast web browsing – Amazon Silk
Free cloud storage for all your Amazon content
Vibrant color touchscreen with extra-wide viewing angle
Fast, powerful dual-core processor
Amazon Prime members enjoy unlimited, instant streaming of over 10,000 popular movies and TV shows
Runs on Android
Backlit LED – not eInk which is a bummer; was hoping for a toggle switch

(Video: Watch this video on the post page)

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Social Media Case Study: Arizona Office of Tourism

Situation:[image error]

The Arizona Office of Tourism (AOT) wanted to grow and expand their social media presence in an effort to reach a larger audience more efficiently.  Up until this point, they had relied heavily on traditional media:  TV, print, billboards and collateral.  AOT's main objective is to promote travel within Arizona, and they wanted to connect and engage with additional customers in the social space.

Action:

They turned to Facebook to message ads based on local events, promotions and giveaways.  They tied their offline and online media together for a consistent message, ending each ad with their Facebook URL.  They wanted to create and spread the excitement of these enticing offers and events.

AOT next set out to target specific audience segments based on their location and user behavior.  For example, they utilized Facebook's "Likes and Interests" targeting capabilities.[image error]   Since the Chicago Cubs play their spring training games in Tempe, they decided to target those users that followed one of the myriad of Cubs fan pages.  They ran promotions that resonated with these fans in the form of winning trips and Cubs tickets to Arizona.  This is just one target example; this same strategy can be expanded to more teams and other segments to increase potential audience and success.

Result:

Their landing page received 8x more clicks than their previous paid search campaigns.  Of all the traffic from their total campaign, 89% of came from the promotional ads ran on Facebook.  They also received a higher than normal conversion rates on requests for visitor guides (27%) and opt-ins to their email newsletter (17%).*

Key Learnings:

Utilize targeting tools to vastly increase the efficiency and effectiveness of your spend
Ensure the messaging has a call-to-action and/or resonates strongly with your consumers
Synergize your campaign between offline, online and social to deliver a consistent message

  *http://ads.ak.facebook.com/ads/Facebo...

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Social Media Case Study: Grand Rapids Lip Dub

Situation:


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After Newsweek wrote an article calling it a "dying city", the people and businesses of Grand Rapids, Michigan were in a strong state of disagreement.  A trio of residents in this west Michigan City decided it would get the word out to the contrary, their town was flourishing.

Action:

They took to the streets, literally.  The storyboarded idea was to put together a 'lip dub' video that showcased the beautiful downtown of Grand Rapids and its cultural multitude of enthusiastic citizens.

They solicited local businesses for financial and resource support.  They ended up with over 20 sponsors of varying participation levels, covering the $40,000 production budget.  The final video involved a shutdown of the downtown to Grand Rapids and roughly 5,000 people lip synching to a cover of Don McLean's "American Pie".

Result:

The video went viral, reaching 4.2M views on YouTube in the first 4 months.   Cracking the top 10 for most viewed video in the world on 5/28/11*.  Including hundreds of thousands of Facebook likes/shares to date.  Also, the project received huge coverage across traditional media outlets and blogs, greatly increasing their message and reach.

A very conservative estimate would put the total media impressions at roughly 15M to date when you add in the video views, articles, social reach and blogs.  Utilizing an average CPM of $20, you could easily say they received roughly $300,000 worth of media impact on their $40,000 investment (15M*$20/1000 = $300,000).  And keep in mind the final video is over 9 minutes long, that is a lot of thirty second commercials.

The global reach and impact of this campaign resulted in its creators (Jeffrey Barrett, Rob Bliss and Scott Erickson) forming a new agency entitled Status Creative.

Link to final video:  http://youtu.be/ZPjjZCO67WI

Making of video below, Key Learnings further below

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Key Learnings:

Reach and exposure in social media can be achieved with much less investment than traditional media or internet display ads
Creative and entertaining executions are in demand by consumers and will be rewarded by being shared within the social sphere
Community outreach can be powerful; there are masses of proud citizens who are willing to contribute for a town, a product, or an industry.

* http://www.facebook.com/GRLipDub?sk=info

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Brand Engagement on a New Level: Smile Tagging

Most brands realize their target audience is excited to interact on a more personal level. Engagement is not an option nowadays, it's a must in order to capture more leads, and convert them into customers. KRAFT has tried a new avenue of engagement with their audience: Smile Tagging.
What is Smile Tagging you ask?
Smile Tagging = a social tagging tool for individuals to demonstrate their "likes" in a new, more personable way. It was a brand experiment to engage with a target audience on a more genuine level and build deeper relationships. An emoticon can show an emotion, but a true smile, can show so much more. Smile Tagging is not just another Facebook App. It's not a game, it's not invading your space, it's a way for people to engage with a brand they already love in a new way.
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How does it work?

Click below and see for yourself:

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What's the value Prop?

In short, Smile Tagging humanizes the Facebook "like" process even more as well as the interaction with the brand itself. This new app allows customers to  tag and explore content through real smiles. Not only will there be real smiles, but they will be linked to relevant content, which is shared on the KRAFT Macaroni & Cheese Dinner Facebook page.

Value = true engagement and relationships with potential and current customers.

Value = showing the brand is more than just a name.

Value = converting potentials to customers and making more loyal ones.

Why is it a brand win?
Kraft's brand experiment allows for true engagement with audience. The brand went where their audience is already playing. They went to the "sandbox", got "dirty" and gave the audience what they wanted. Kraft used Facebook to do more than just take pictures and post them. They gave their audience a chance to react, comment, and show their genuine emotion. I say that's a win!



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Brand Engagement on an New Level: Smile Tagging

Most brands realize their target audience is excited to interact on a more personal level. Engagement is not an option nowadays, it's a must in order to capture more leads, and convert them into customers. KRAFT has tried a new avenue of engagement with their audience: Smile Tagging.
What is Smile Tagging you ask?
Smile Tagging = a social tagging tool for individuals to demonstrate their "likes" in a new, more personable way. It was a brand experiment to engage with a target audience on a more genuine level and build deeper relationships. An emoticon can show an emotion, but a true smile, can show so much more. Smile Tagging is not just another Facebook App. It's not a game, it's not invading your space, it's a way for people to engage with a brand they already love in a new way.
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How does it work?

Click below and see for yourself:

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What's the value Prop?

In short, Smile Tagging humanizes the Facebook "like" process even more as well as the interaction with the brand itself. This new app allows customers to  tag and explore content through real smiles. Not only will there be real smiles, but they will be linked to relevant content, which is shared on the KRAFT Macaroni & Cheese Dinner Facebook page.

Value = true engagement and relationships with potential and current customers.

Value = showing the brand is more than just a name.

Value = converting potentials to customers and making more loyal ones.

Why is it a brand win?
Kraft's brand experiment allows for true engagement with audience. The brand went where their audience is already playing. They went to the "sandbox", got "dirty" and gave the audience what they wanted. Kraft used Facebook to do more than just take pictures and post them. They gave their audience a chance to react, comment, and show their genuine emotion. I say that's a win!



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