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Marketers are wishy washy on social media

November 19, 2007

According to a recent Coremetrics survey, titled "Face of the New Marketer" 78% of marketers indicate that social media initiatives give them a leg-up over the competition.

The survey found that in the last 12 months:

31% of respondents have started a blog
25% of respondents have put in place an RSS feed

So far, so good — right? Well, here's the rub. They talk a good game, but they're not really putting their money where their mouth is. Just 7.7 percent of their total online marketing spend was allocated to it compared to 33 percent to online advertising and 28 percent on online promotion design and implementation.

In a completely separate study conducted by Gunderson Partners, they found that 45% of companies surveyed have allocated 10% or less of their budget to new media. The report goes on to say "Of the hurdles mentioned, nearly 40% cited insufficient knowledge [lack of metrics] and 33% stated not having enough time to evaluate [metrics]."

So what do you think? Are we just on the bleeding edge? Is it a matter of time? Or is there a flaw in the medium?

Crash Davis, Belief Statements and renewing those vows

November 17, 2007

My all time favorite meme is one that was started by Starbucker at Ramblings from A Glass Half Full. His post was inspired by the movie Bull Durham.

There’s that famous scene where Kevin Costner goes into a very passionate recitation of his beliefs which got Starbucker to think about his own. He invited his readers to share theirs…and voila, a meme is born.

This feels like the time of year when we should pause and know what we believe in. Do you?

Here’s what I said a year ago. I’m pleased to say, they haven’t changed a bit.

I believe…

being a dad is the most important thing I’ll ever do and that my daughter is my legacy to this world.

in God’s grace.

passion cannot be ignored.

in the healing powers of walking along the ocean.

in savoring when you hit the sweet spot…and knowing how to recreate it.

everyone should have at least one guilty pleasure and one place that makes them feel like a kid again. (Mine is Disney World!)

life’s best smells are babies, a puppy’s belly, freshly baked chocolate chip cookies, the softness of a special perfume as you dance to a slow song and a horse barn. (I do not necessarily recommend that these smells be mixed)

good people become great people when they give from their hearts and that most bad people are good people who are stuck.

we are never too old to play and be silly.

that nothing says I love you quicker than holding hands.

baseball is a metaphor for life and that doing what’s right often means hitting a sacrifice bunt.

the word empower should be removed from the English language.

we all decide the spirit of our day.

in the resilience of the human spirit, the depth of the human heart and the potential of the human imagination.

that everything is about relationships and people hunger to connect.

I am on this earth to be a part of things bigger than myself, to give all that I have and to love without hesitation or reservation.

What do you say…will you join in? Grab hold of your heart…and tell us and your readers (if you’re a blogger) what you believe in.

Here are some of the other posts in the meme.

Starbucker
Ellen Weber
Maria Palma
Tom Vander Well
Mary Schmidt

Come on — join in. Link or track back to this post so I can add your beliefs to the list! If you don’t have a blog –share your beliefs in the comments section!

4 things marketers could learn from reality shows

November 16, 2007

We make fun of them, we swear we never watch them….and yet they are everywhere.

Reality shows.

Long before the writer's strike, they were already here to stay. Having a teenager in the house means I get to watch more than my fair share of them. Like the proverbial train wreck, they're sort of hard to turn away from. They are both grotesque and fascinating.

I realized tonight that there are some lessons for us in the reality show recipe. After all, wouldn't we like our marketing efforts to be mesmerizing?

High Emotion/Drama: There's not a dull moment on these shows. They have a wonderful sense of story-telling build up. You can feel the tension mounting and before you know it — someone is taking a swing at someone else or we've got a full on sob fest.

How about your marketing materials? Are you telling a story that builds up to a satisfying emotional reaction? Are you drawing your audience in?

Messy: There's nothing pretty or perfect on a reality show. But then again, life isn't perfect. It's messy. Especially when you are doing things "live" or on the fly.

I think one of the reasons many companies shy away from social media tactics is because they can't package them up and put a bow on them. It's okay to just get out there and wing it a little. Maybe it will look a little messy from time to time — but it will also look authentic.

Conflict: Most reality shows are some sort of contest. It pits people against each other and within that, secret alliances, grudge matches and villains. We need someone to root for. And against.

We know that all buying decisions are based on emotions. Do you know what emotions trigger a prospect to become a buyer for your product/service? Are you setting up conflicts to evoke those emotions?

Surprise: There are more twists and turns than the roller coasters at Cedar Point. They're always bringing back old contestants or revealing secrets, just to keep everyone on their toes. Adding an element of surprise enhances the three earlier elements — high emotions, messiness and conflict. Surprise also offers relief from those elements. So just about the time you can't handle any more drama, they'll take a twist and offer a sentimental moment.

Are you remembering to surprise your customers? That's a very powerful way to generate word of mouth and stickiness.

So next time you are feeling a little guilty about watching Dancing with the Stars or I Love New York 2 — have no fear. You're just enhancing your marketing knowledge!

How confident are you in the value you deliver?

November 14, 2007

I've mused aloud on this before. It's an intriguing concept to me.

Letting our customers set the prices.

Mack Collier from Viral Garden reported on a band (Radiohead) that allowed fans to download their CD and determine what they were willing to pay for it. Interestingly, not only did their traffic have a huge spike, but they sold more of their boxed sets (at full price) than the downloads at any price.

The Springwise newsletter also reported on this trend by pointing to several restaurants like Melbourne's Lentil As Anything which also lets customers pay what they can afford or what they think the meal was worth.

Here in the states, we could visit the One World Café in Salt Lake City or the SAME Café (So All Might Eat) in Denver. An interesting note about these two restaurants. They've added some cause marketing to the mix, stating that the reason they're doing this is so they can feed those in need as well.

Hmm.

Does this idea only work with products that have a relatively flat price point? We all know CDs (or downloads of CDs) range from $10 – 20, usually. And dinner for 2 at an average casual restaurant is going to be somewhere around $25-40.

Does this concept hold as well for service-based businesses? Do I really have any concept of what it takes for an attorney to review a contract or for an ad agency to create a brochure? Would I have any idea what to pay an architect for drawing some blueprints of a new house?

What do you think? Would this work in your industry? Without a doubt, it is risky in any arena but it sure has a lot of buzzability around it.

Pricing strategy says quite a bit about your brand. What would this say?

Anyone willing to try it and be our case study?

I still wish I had written this

November 14, 2007

Very early in my blogging life, long before you began to read what I had to say…I discovered one of the finest, most precise bits of copywriting that I have ever seen. I've decided that I needed to bring it back around, because I really want to share it with you.

It is the best of copywriting…both form and function supporting the core message.

Selfishly, as a writer, I also love that it clearly demonstrates that memorable copy is not accidental. This is a work of art.

I felt a surge of both admiration and envy when I saw this. Stick with it for the entire two minutes. The twist is worth the wait.

I hope we all aspire to be this good at something!

Good is good enough?

November 12, 2007

Unless you are a very rare organization, someone else out there sells what you sell. Insurance, an education, a widget, wisdom & insights, a phone. There is no such thing as a totally unique product or service any more.

Let's assume your product is good. And so is your competition's. Taking your product to the next notch — very good should mean you could sell more, right?

Wrong. Unless you create a whole new product, a slight improvement isn't going to move market share. (It may make you more profitable though!) We are surrounded by me-too products and companies. Can you even think of a product or service that is unique?

Product performance marketing isn't enough anymore. So, now what?

If we can't sell based on our product and we don't want to sell on price, what's left? Your brand. The buying experience. That's the only place left for differentiation. You need to look for and recognize your exceptional difference. And, you need to make every contact with you be a memorable experience.

A marketer's job is to help the potential client make an emotional connection to your company, product or service. This requires a well-planned, consistent, repetitive branding strategy that is aimed at specific prospects.

How's your branding strategy? Is it working throughout your entire organization, not just in your ads or on your website? Is it something every employee can understand, explain and actually believe?

When should you be in your own commercials?

November 11, 2007

For the last couple days, we've explored why it's usually not a good idea for business owners to star in their own marketing materials. As with all things in the marketing world, there are of course, exceptions.

There are a couple circumstances when you need to be the face of your organization.

1) If you are small enough that you ARE the business: If you are a solo consultant or shopkeeper and your customers interface with you and only you – don't have someone else stand in for you. (Note: In this case, odds are you shouldn't be on TV at all!)

2) If your brand position is that you're THE expert in your field: If you possess some specialized expertise or credentials that form the basis for your position in the marketplace, then you need to be careful that you don't accidentally misrepresent that. (Again, hard to imagine that TV or radio are your best options if this is the case.)

This gets to the comment Gavin Heaton posted in one of the earlier posts. Where do podcasts, vlogs, etc. come into this. When you are imparting information, sharing knowledge, teaching etc. — then it is perfectly appropriate to be the star. It's also appropriate for you to sound like you, with the occasional "um" or slip of the tongue.

3) If you are of "celebrity" status in your community or field: This is a tricky one. Many of us may think we're more famous than perhaps we are. If you have a spouse or friend who is brutally honest – ask them.

Just to clarify – I am not saying you can't or shouldn't use professional talent. I am saying that in these specific circumstances, you may be better off representing yourself. If your radio or TV spot is coming from the consumer's voice or is from a broader perspective, then by all means use the pros.

The bottom line is still the same. 99% of the time, you having the starring role in your own marketing is not sending the message you want to send. Don't take my word for it. The e-mails and comments on this topic were about 100 to 1 in favor of you not doing it.

Tell us why you’re coming to Blogger Social ’08!

November 10, 2007

There are lots of reasons to be at Bloggers Social. What's yours?

Not sure if you want to come? I'll let Gavin Heaton and that Aussie accent win you over.

Come on over the the Blogger Social '08 Kaltura and add your own voice to the discussion.

Blogger Social. It's the place to be!

It’s too much you – why you shouldn’t be in your own commercials

November 9, 2007

A day or so ago, I donned a Kevlar suit and stated the truth.

99% of business owners should not star in their own marketing – especially TV and radio.

As I predicted, the article generated many phone calls and e-mails. Lots of people took it personally.

Exactly.

You see, when you start in your own commercial, your message, by default, is about you. How long you've been in business, how many XY or Z you sell a month, that your granddad started the business at the turn of the century, etc.

Here is a harsh but true fact. Your potential customers could care less. They care about themselves. And what they need and want.

When they see a TV commercial or print ad or website – they want to see themselves. They want to see their problems solved or even better, averted. They want to see how their lives could be better, easier, faster, more posh or sexier. They do not want to see your grandkids. No matter how cute they are.

I mentioned that you look a little uncomfortable and stiff in your spots. But it's more than that. It goes beyond that fact that while you're great at what you do, what you do isn't acting in front of a camera.

It is much more than the reality that spokespeople are prettier than most of us average joes or janes. It boils down to a fundamental reality. Your customers are only interested in you because you can do something for them. That's why they will give you their most precious resources – their time and attention.

Of course, there are exceptions to every rule. Sometimes, you and only you can star in your marketing. We'll delve into that one next.

Blogger Social — it’s time to register!

November 8, 2007

Blogger Social '08.

Bloggers coming in from foreign lands and all over the States. It's going to be a party and a half. Put voices and hugs with those names and faces you've been Twittering, facebooking and blogging with.

It's time to register. Remember, our deadline is November 15th.

If you can't make the entire weekend, at least show up for the Saturday night soiree!

New York City. Your friends. A 2 day party. What's not to like?

UPDATE: Here's one Aussie who is not going to miss the fun. How about you?

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