Mitch Joel's Blog: Six Pixels of Separation, page 358

The Ever-Evolving Consumer Evolves (Again)

Does Marketing and Communications change fast enough to keep pace with consumers?

It's becoming more difficult and brands are falling behind (in short, no... Marketing is not keeping pace). We need to face one cold, hard truth (and then figure out what to do about it): this is the first time in our civilization where consumers are more advanced (in terms of both technology and how they are communicating) than the Marketers. Prior to all of this connectivity (and yes, Social Media plays a big role in this development), Marketers led the way by creating and producing messages that no individual consumer could have ever conjured up, but things have changed.

The completely untethered consumer is doing things we never really imagined.

Go back ten years and ask yourself if you ever thought that individuals would engage and talk about brands the way they do today. I'm not talking about "liking" them on Facebook or tweeting on Twitter about a customer service issue: I'm talking about ratings and reviews. If you look at companies like Bazaarvoice and PowerReviews and dig beneath the surface of their data, the sheer volume of consumer reviews being created is staggering (Bazaarvoice claims to have served over 150 billion impressions of consumer reviews), but the evolution (or is this a revolution?) soldiers on. Just as brands were getting semi-used to engaging with consumers in the online channels, how are things going to change when consumers bring this added perspective right down to the retail level.

Mobile connectivity just changed everything (again).

The news item, Consumer use of mobile to access retail content jumped significantly: Study, caught my attention. Here's the macro piece of data that should drop your jaw to the floor: "The number of consumers accessing content from retailers via their mobile devices in the past year increased a dramatic 74 percent for a total 13 million, according to a new report from ad network Millennial Media." Yup, this is what happens when everyone is connected: now if you're not sure about something you're about to buy while you're in the store, you can "phone a friend" (to steal a turn of phrase from Who Wants To Be A Millionaire?). Not only can consumer's research general information - right then and there - but you can poll your social graph to see if whatever it is that you're looking buy is the right decision for you.

You may not be surprised that people are doing this, but trust me, retailers have close-to-zero clue how to deal with this.

Think about it this way: if you have a problem with a brand, the majority of us tend to go home and tweet, Blog or Facebook about our issues to the world, in hopes that the brands are monitoring those frequencies and will respond because they have been publicly outed. Now, consumers can do it live and in the store. This cuts down the response time afforded most brands and moves retail into the real-time Web (probably kicking and screaming). Take a look at some of your favorite retailers and compare their online experience (websites, microsites, email newsletters, etc...) to what they're doing in the mobile realm (mobile-friendly website, apps, txt, QR codes, etc...). Most brands are not at an optimal level of performance. The challenge is not that the Web strategy has had more time to marinate or that the mobile strategy still needs some work. The true challenge lies in looking at it from the consumer's perspective... the connected consumer's perspective... the untethered consumer's perspective....

Do you think Marketers will ever be able to get ahead of this?

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who wants to be a millionaire

Attention Marketers: Without A Sustainable Strategy, Nothing Happens

Episode #256 of Six Pixels of Separation - The Twist Image Podcast is now live and ready for you to listen to.

Geoff Livingston just released his sophomore business book, Welcome To The Fifth Estate. His first book, Now Is Gone, was way ahead of the curve in terms of introducing Social Media and Digital Marketing to the greater masses, and his newest book looks at how to create sustainable and powerful Social Media strategies. Geoff also has a passion for making a difference, and it's that bridge between social causes and Social Media that truly keep him and his company (Zoetica) energized. This is Geoff's second appearance on the Podcast (his first is right here: SPOS #164 - Buzzing With Geoff Livingston). Enjoy the conversation...

You can grab the latest episode of Six Pixels of Separation here (or feel free to subscribe via iTunes): Six Pixels of Separation - The Twist Image Podcast #256.

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advertising

bite size edits

blog

blogging

blue sky factory

book oven

cast of dads

cc chapman

chris brogan

christopher s penn

digital dads

digital marketing

facebook

facebook group

geoff livingston

hugh mcguire

in over your head

itunes

julien smith

librivox

managing the gray

marketing

marketing over coffee

media hacks

new marketing labs

now is gone

online social network

podcast

podcasting

pressbooks

six pixels of separation

social media 101

social media marketing

strategy

trust agents

twist image

welcome to the fifth estate

zoetica

Death Of The Teaser Campaign

Most brands want to slowly build up a semblance of buzz prior to a big product launch, but that could wind up being a big mistake.

Mashable today had a a Blog post today titled, New Batman Clips Tease 'The Dark Knight Rises'. It seems like the marketing agency supporting the release of this upcoming Batman movie has already begun the promotions by getting fans to crack a code on Twitter, and now they're tinkering with a Facebook page and more videos being posted on YouTube. There's nothing wrong with building hype, but the movie won't be released in North America until late July... 2012 (yes, in over a year's time). There's nothing wrong with starting to build the buzz early on, but over a year in advance?

Doesn't that seem a little strange?

In short, it's not... and it will work. Batman's fans are fans in the truest sense of the word (they are fanatical). They will devour, share and work hard to get a sneak peek, so engaging them earlier in the process than what we may have seen before can't hurt. The problem is that other brands think that they can do the same thing... and they - sadly - can't. Many brands look to build some buzz in the pre-release of their products. While there's nothing wrong with doing some marketing and promotion in advance of a product launch, it's important to note that this is only going to valuable and worthwhile when you're doing this promotion because the media where it will be unveiled needs that amount of time to gather the story and produce it.

Trying to build buzz with a teaser campaign is just not a viable option anymore...

...unless you're Apple, or the new Batman movie or something that people are already fanatical about. More often than not, if you're trying to promote a new beverage or have a new slant on your old product, a teaser campaign will no longer be able to do what it used to do. Why? Media fragmentation is happening more and more. Now, brands are competing for mindshare in so many different corners that it's very rare to hear about any teaser campaign that ran with truly effective results. This is what makes it surprising to sit in boardrooms and constantly hear brand managers talk about creating a viral video to tease out a new product.

Are teaser campaigns really on their deathbed?

For the majority of brands, the answer is "yes." From a professional perspective, I'd rather see the dollars, time and energy from a teaser campaign spent towards focusing on the core launch. It's going to be hard enough to get people's attentions in all of the clutter, so why not focus on doing the launch as perfectly as possible? Teaser campaigns made sense when people watched each and every episode of a specific TV show (on a specific date at a specific time) or when they bought the same magazines month in and month out. It gets a lot more challenging to link the teaser campaign to the product in a Web, mobile and touch world that multi-platforms on top of the traditional mass media, while everybody is time-shifting their traditional media consumption patterns and snacking on digital content as they get pushed around on a crammed subway. Unless you've got millions and millions to spend on cramming every corner of media with your brand, a teaser campaign is going to be very hard to pull off in brave new marketing world.

Besides, nobody really likes a tease anyways ;)

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youtube

Six Links Worthy Of Your Attention #50

Is there one link, story, picture or thought that you saw online this week that you think somebody you know must see?

My friends: Alistair Croll (BitCurrent, Year One Labs, GigaOM, Human 2.0, the author of Complete Web Monitoring and Managing Bandwidth: Deploying QOS in Enterprise Networks), Hugh McGuire (The Book Oven, LibriVox, iambik, PressBooks, Media Hacks) and I decided that every week or so the three of us are going to share one link for one another (for a total of six links) that each individual feels the other person "must see".

Check out these six links that we're recommending to one another:

Werewolf: How a parlour game became a tech phenomenon - Wired UK . "I'm headed to Sebastopol next weekend for a tech event, and apparently they play this game all night long. In fact, we play Werewolf at Bitnorth too. It's the perfect game - poker-meets-debating-meets-logic-puzzle. Or as science fiction writer and one-time player Andrew Plotkin says, 'It was what poker would be if you didn't play with a deck of cards, but bet solely on other people's bets.' This article explains the strange game of Werewolf, and tries to understand its even stranger appeal to the technoscenti." (Alistair for Hugh).

Mind Reading: The Researchers Who Analyzed All the Porn on the Internet - Healthland. "It's been said that we're never more honest than in our search bar. Well, since our every move on the Web leaves a digital breadcrumb trail, it's no surprise that we can look deep into the human psyche laid bare. That's what two researchers did for their new book, analyzing 400 million Internet porn searches. Spoiler alert: apparently, men like 60-second video clips and women prefer 250-page novels." (Alistair for Mitch).

Why Cities Keep Growing, Corporations and People Always Die, and Life Gets Faster - Edge . "Given how much great stuff there is to read on the Web, it's always humbling how little of it ever seems truly new or exciting. This article (a transcription of a talk by physicist Geoffrey West) felt like something new to me. He's talking about research into cities, animals and companies, looking at the power laws that govern all of these systems as they scale. Fascinating." (Hugh for Alistair).

An Open Letter from Eugene Mirman to Time Warner Cable - The Greenpoint Gazette . "How many times have you wanted to write an email like this? This fellow did it. 'I bet if Ayn Rand was still alive, she'd write a fun to read, but poorly argued book about how appalling and inefficient your company is.'" (Hugh for Mitch).

Filmmaker J. J. Abrams Is a Crowd Teaser - The New York Times Magazine . "Being creative is hard. This long feature really struck some chords in me. Being creative is even harder when you've been successful and when people want you to use specific media channels in way that may not line-up with modern society, but seem to make perfect sense to the traditional mass media channels that will do anything to make a cash register ring (and hold on to their past glories). It seems like J.J. Abrams is one person who can pull this all together... the fear (and this is me reading between the lines) is when the money and fame become the thing that holds the creative process back." (Mitch for Alistair).

Reporting live from the scene of breaking news...on an iPhone - Neiman Journalism Lab. "Journalism is changing and adapting... somebody better tell the majority of publishers, editors and journalists this. Check this out: ' NPR has been experimenting with radio-quality live broadcasts on mobile devices and wireless connections... Smith used an iPhone app called Report-IT Live to make the connection. No IP addresses or ports to configure, just a user name and password. NPR worked with developer Tieline to streamline the app for maximum simplicity -- not so much for reporters like Smith, but for tens of millions of broadcast-capable citizens out there.' Sounds like a spin on Podcasting, but whatever it takes to push Journalism forward and to help journalists better understand this brave new world of publishing gets a thumb's up from me." (Mitch for Hugh).

Now it's your turn: in the comment section below pick one thing that you saw this week that inspired you and share it.

Tags:

alistair croll

andrew plotkin

ayn rand

bitcurrent

bite-sized edits

broadcasting

complete web monitoring

creativity

edge

editor

eugene mirman

geoffrey west

gigaom

great links

healthland

hugh mcguire

human 20

iphone

iphone app

jj abrams

journalism

journalist

librivox

link

linkbait

managing bandwidth

mass media

media channel

media hacks

mind reading

neiman journalism lab

npr

podcasting

pressbooks

publisher

publishing

rednod

report it live

sebastopol

tech event

the book oven

the greenpoint gazette

the new york times magazine

tieline

time warner cable

werewolf

wired uk

year one labs

How Google Thinks

What is it about Google that fascinates us?

I've always been a big fan of Steven Levy's writing. His work for Wired Magazine is second-to-none and his book, Hackers, changed the way I think about the computer revolution (and how it continues to evolve). Levy recently published his latest business book, In The Plex, which is an in-depth look at Google (where he spent close to three years researching the company and being a fly on the wall). In the following Authors@Google talk, Levy is interviewed by none other than Matt Cutts - the head of Google's Webspam team where is focused on search quality.

Do you want to know how Google thinks? Watch this...

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computer revolution

google

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in the plex

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steven levy

webspam

wired magazine

Uncoupling Everything

Do the great brands drive you to them or do the great brands put themselves everywhere?

The Web used to be about destination. Yahoo! quickly evolved from a search engine to a portal in the early days of the Web. AOL was picked up by Time Warner in 2000 because it was seen as the next generation of destination media. For years, the biggest players online were the destinations. As Social Media gained traction, it seemed like MySpace and Facebook were just the next generation (or next iteration) of the portal - with the big difference being that it wasn't about the edited content but rather about the connections that individuals have to one another. 

There are some new, subtle changes happening.

When YouTube allowed anybody to grab any video and embed it into their own site, the world tilted just a little bit. It titled a little bit more when Facebook allowed people to put a "like" button next to anything and everything. It tilts just a little bit further now that Twitter is allowing people to put a Follow button wherever they like and as Google continues to evolve the +1 button. Instead of these brands creating destinations, they're uncoupling their functionality and spreading it far and wide.

It's a new way to look at things.

These buttons all seem fairly innocuous. The functionality is not all that innovative (prior to the Twitter follow button, it wasn't all that difficult for someone to have an icon on their website that linked to their Twitter profile). What's interesting is why these brands are uncoupling and allowing these little bits of functionality to roam free across the digital channels. Maybe Wired Magazine was right and that the Web is dead... as we know it. Perhaps these little transitions point us to a new world where each person has their own platform and it's made up of little buttons, tweets of content and this seamless flow of information that looks much more like an app than a highly commercialized website that is owned by some traditional mass media organization.

Uncoupling the small stuff may be the only way to get big.

There's a logic at play here for YouTube, Facebook, Twitter and Google: if it's getting harder and harder to grow an audience by expecting them to come to us, we may be best served to let people do what they want to do - on whatever sites they want to be on - but let's ensure that our brand (and some of the functionality that comes along with it) is a part of the ride/experience. Simply put: if we can't push more people to our domains, let's get our stuff on their domains. The reason this is working so effectively for these brands is because people derive value from it... for now.

Share and share alike.

We (digital media folks) got very excited a while back about the "share this" button. The challenge we quickly discovered was unveiled in the web analytics. The majority of publishers don't see a ton of action from this button. There is both fatigue and too many choices. Imagine a Blog post with fifty different icons under it that allows anyone to tweet it, follow it, like it, +1 it, etc... This isn't an indictment on the recent moves of these brands to add functionality everywhere, it's a question of value that we're going to have to discover together as these brands continue to uncouple.

Is sharing too much of the same thing everywhere going to become annoying and overwhelming? 

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uncoupling

web analytics

wired magazine

yahoo

youtube

Twitter Doesn't Do Everything Well

Can Twitter replace newspaper and magazine articles?

Jeff Jarvis over at BuzzMachine has an excellent post about Twitter and its ability to deliver the news titled, The article as luxury or byproduct. Jarvis' main point is focused on the idea that because we now have a connected world that is increasingly mobile and allows information to travel in real-time, the concept of news has shifted from a product to a process. In the Blog post, he says: "they [articles] are no longer necessary for every event. They were a necessary form for newspapers and news shows but not the free flow, the never-starting, never-ending stream of digital. Sometimes, a quick update is sufficient; other times a collection of videos can do the trick. Other times, articles are good." It's an interesting concept for those who play in media to tinker with. Think about it this way: in a traditional platform (say newspapers and magazines), the news is delivered in a product (beginning, middle and end). The product has a handful of players (it's mostly an Editor and the reporter with some help from the copy desk). In a world that is connected through new media platforms (like Twitter) everything changes.

Twitters turns the news (and information) upside-down.

In a flurry of 140-characters at a time, news is now delivered by the people it's happening to or by those who are watching it unfold before their eyes. It's happening from multiple "reporters" who are all bringing their own perspectives and biases to the situation. This is only complicated by how the public gets this news. The public must be following the right people and be able to filter this information in a way that gives it meaning and balance. This isn't always easy, and as the river of tweets flows, an hour away from a screen might see this news piece come and go. Mathew Ingram over at GigaOm (a former national newspaper journalist) adds his perspective with the Blog post, No, Twitter Is Not a Replacement For Journalism (a post that Jarvis takes opinion with). Twitter is amazingly powerful for reporting something that is happening (and it's a strong argument for why the news is becoming more of a process and less of a product), but Twitter is amazingly weak in replicating the experience we have when we read an article (something Jarvis states multiple times in his Blog post).

It's not a zero-sum game.

Why do we feel the need to have one thing replace another? I often say, "everything is 'with,' not 'instead of'." It's possible that Twitter is the evolution of how news and journalism is sourced, gathered and developed, but it is equally true that delivering depth, perspective and focus will only come from the depth of an article. On top of that, there is a lot of conversation around the power and merit of long-form content in the digital channels as well (see: "Smart editorial, smart readers, and smart ad solutions": Slate makes a case for long-form on the web from the Nieman Journalism Lab). It's clear that the online world offers an opportunity for all types of news, journalism, articles and stories to flourish.

There are things that Twitter and YouTube do extremely well, and there are many other things that it doesn't do well at all.

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What Advice Would You Give Yourself As An Industry Rookie Given What You Know Today?

If you could go back in time and give yourself some professional advice just as you were stepping into the marketplace, what would it be?

Be entrepreneurial. I saw the Internet come online. I had plenty of ideas (from an online auction to a better search engine to a comparison shopping engine), but I didn't think I had the entrepreneurial chops to make it happen. That upsets me. It's especially upsetting because I had already done a few non-digital (and successful) entrepreneurial ventures. The real message here? Don't be scared to try something new even if you're not sure about how it will all come together.

Share your thinking. Nothing has been more powerful for my career than this Blog. It's not just a publishing platform, it's the place where I can experiment with words and share my thinking with the world. That critical thinking coupled with the vulnerability of putting my very deep and personal thoughts online for the world to see has given me an ever-evolving perspective. This sharing of how I feel and think has given me a depth to my experience that I could not get anywhere else.

Admit when something isn't for you. I've taken jobs for money and it was work that I didn't love/believe in. I've been asked to write pieces for major publications about topics that didn't interest me. I've accepted clients and taken on speaking opportunities for all of the wrong reasons. Don't do it. It's not worth it. Creating an opportunity filter and focusing on the right type of work will lead you down the right path. Money is important (and I won't say it's not everything), but less money and more meaningful work will lead towards more meaningful work and more money.

Family first. I've heard many people say that it's impossible to do the work that I do and still have a healthy work/life balance. I've written about this before. I don't believe in work/life balance. I believe in life balance - which is a combination of family, friends, work and community. They all need equal attention, but when push comes to shove, it's all about family first. If you don't have a healthy home, it makes everything else volatile and in flux.

Have confidence. This may shock you, but I'm both an introvert and a very shy individual. Part of it stems from the fact that I never graduated university. I started publishing magazines and figured I would go back to school if it didn't work out... well, it worked out. You would think that success would lead to confidence, but it didn't. I often feel like I'm not as smart or established as my peers because they have some kind of designation from a university. That feeling slowly subsided when I realized how much time I spend self-educating (reading business books, attending conferences, listening to Podcasts, etc...). I wish I had more confidence when I just started out.

Don't fake experience. My close-quarters combatives coach (Tony Blauer) used to always say that "experience is something you always get shortly after you really need it." I read a lot of Blogs from people who are either just out of university or from people who have a handful of years of professional Marketing experience. It's interesting to see how some of these people have massive followings but the content lacks experience (and, in some instances, professionalism). You can't fake experience. So, it's best to box in your own weight class. No one is going to punish you because you're speaking from your own level of experience versus pretending that you're more experienced than you really are.

Be yourself. I still love the Oscar Wilde line, "be you, because others are already taken." It's hard to be yourself. It's easy to fall into the ways you think people perceive you instead of the way you truly are. It's a constant battle, but it's worthy to fight yourself to uncover your true self. The more I let go and follow my instinct/heart (from what I wear to how I speak to people) the more things seem to work out for me, professionally. Don't try to fit in. Try to fit into your own self. There is nothing wrong with becoming incompatible.

What would you tell a newbie version of you?

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Gary Vaynerchuk, Guy Kawasaki, Avinash Kaushik and Bill Taylor Walk Into A Bar...

OK, what if it wasn't a bar, but The Center for Performing Arts in Vancouver?

On June 9th, 2011, The Art of Marketing comes to Vancouver, British Columbia with an amazing line-up! I'll be kicking off the day at 9:00 am sharp talking about Digital Marketing and the new consumer, then I get to sit back and watch Gary Vaynerchuk (Crush It and The Thank You Economy), Avinash Kaushik (Digital Marketing Evangelist for Google and the author of Web Analytics - An Hour A Day and Web Analytics 2.0), Guy Kawasaki (Rules for Revolutionaries, The Art of The Start, Reality Check, Enchantment and more) and Bill Taylor (co-founder of Fast Company Magazine and author of Mavericks at Work and Practically Radical) take the stage.

Everyone will be there - live and in-person - and you can too.

A general pass for the day is only $399 (and there is VIP pricing available as well), but if you use the promo code: TWIST, you get $50 off of every ticket you purchase. As you know, I spend a good chunk of my time either speaking at or attending conferences like this all over the world, and I don't think any of them offer this caliber of speakers and content for such a reasonable price. On top of that, most of the speakers stick around, sign books and hang out, so it's not just a conference, it's an event.

But wait... there's more!

I have two pairs of VIP tickets that I can't use, so I am giving them away here (and for free!). The VIP tickets give you an express VIP entrance, reserved premier seating in the first five rows, an eco-friendly tote bag and personal spiral bound notebook, plus a copy of Gary Vaynerchuk's The Thank You Economy, Guy Kawasaki's Enchantment, William Taylor's Practically Radical and Chip & Dan Heath's Switch - all of them are best-selling business books. I'll also toss in a signed copy of Six Pixels of Separation for you and your guest (four copies total) which I will be happy to sign at the event.

All you have to do is...

Leave a comment below. Let everyone know why you would like to attend The Art of Marketing in Vancouver on June 9th, 2011. I'll choose the two winners (each winner gets two tickets) on Thursday, June 2nd, 2011 in the evening (so, you have until then at 5 pm EST to leave a comment and qualify). Also, please note that I only have tickets to give away, so getting to the event, food, etc... is all on your own dime.

Seriously, can you afford to miss this event? Order your tickets here or leave a comment below to try your hand at the tickets I'm giving away.

Tags:

art of marketing promo code

avinash kaushik

bill taylor

business book

centre for performing arts

chip heath

conference

crush it

dan heath

digital marketing

enchantment

fast company

gary vaynerchuk

google

guy kawasaki

mavericks at work

practically radical

public speaking

reality check

rules for revolutionaries

switch

the art of marketing

the art of the start

the thank you economy

vancouver

web analytics 20

web analytics an hour a day

william taylor

How To Get The Salary You Deserve

Episode #255 of Six Pixels of Separation - The Twist Image Podcast is now live and ready for you to listen to.

Saul Colt (also known as the smartest man in the world) e-introduced me to Jim Hopkinson a few years back (in fact, it was just prior to the launch of my business book, Six Pixels of Separation). Hopkinson is one of the marketing people for Wired Magazine and has a Podcast called, The Hopkinson Report. Over the course of his professional career he became the de facto source for advice on how to negotiate a better salary. Recently, he released his first business book, The Salary Tutor - Learn The Salary Negotiation Secrets No One Ever Taught You. In this fascinating conversation, you'll realize how little energy, practice and thought you put into one of the most important moments of your life. Thanks to Saul, Jim and I have become good friends over the past few years and have had the pleasure of hanging out both online and in-person. Enjoy the conversation...

You can grab the latest episode of Six Pixels of Separation here (or feel free to subscribe via iTunes): Six Pixels of Separation - The Twist Image Podcast #255.

Tags:

advertising

bite size edits

blog

blogging

blue sky factory

book oven

cast of dads

cc chapman

chris brogan

christopher s penn

digital dads

digital marketing

facebook

facebook group

hugh mcguire

in over your head

itunes

jim hopkinson

julien smith

librivox

managing the gray

marketing

marketing over coffee

media hacks

new marketing labs

online social network

podcast

podcasting

pressbooks

salary tutor

saul colt

six pixels of separation

social media 101

social media marketing

strategy

the hopkinson report

trust agents

twist image

twitter

wired magazine