Furniture for Black & White People: Stop thinking like a corporate marketer

  To be successful with social media marketing or viral marketing, you have to stop thinking like a corporate marketer.

Two lifelong friends who look like they just graduated from college last year – Rhett & Link – decided to marry their dream of becoming film makers with their comedy, music and the Internet.  Today, they have their very own new media production company. I believe the duo’s success comes from their ability to NOT think like corporate marketers (both have an engineering background) and to have fun with the product. Think about it. What would you react more positively to and be willing to share with your friends – a funny, quirky online video or one that’s a run of the mill corporate sell?

While they don’t always get it right (e.g. get the message or brand across), sometimes they really capture the essence with a lot of fun. When that happens, the viral spread is social media marketing at its best. Take The Alka-Seltzer Great American Road Trip as an example. I’m not sure how successful the campaign was, but the online video and song sure is catchy – and it speaks to the product.

Another extremely successful local commercial is the Black & White People Furniture – Red Hour Commercial – where the video spread quickly online beginning on YouTube. It’s so popular that the local North Carolina furniture store (Red House Furniture) started selling “Black & White People” T-shirts. 

What’s the point of all this? Sometimes, you just have to take off your corporate marketing hat and start throwing out zany ideas. See what sticks. 

 

Social media expert – Anyone? Anyone?

We keep hearing the phrase, “I’m a social media expert” time and time again. But, it seems like everyone is a social media expert or, at least, feel that way. Does it make you a social media expert if you have a blog, Tweet a bit and know what the hell Ning is? IMHO, I don’t think so. Like any industry or market, social media marketing must come from experience. It’s a bit of a Catch 22.

So, how do you become a social media expert.

1-      Read/Research – ‘nuff said on this.

2-      Check out what the influencers in the space are doing.

3-      Join social media sites and starting “listening in” on the conversations. I find that while you learn something about the folks participating, it’s very similar to high school cliques, except all the popular kids aren’t jocks.

4-      Ask questions. Most social media influencers are willing to help.

So, how the hell are you supposed to know who to trust? Look for history, call references and then go with your gut. You can hire a major agency, but it’s gonna cost you. If you hire a small firm or a one-person shop, make sure you are looking at case histories; getting good references and that you like/trust the person. And, no matter what who you hire or how many people are at the company, bring your B.S.-O-meter.

Additional  reading…..

Is the Social Media Expert Going the Way of the Dodo?

15 Social Media Maxims for Marketers

Nobody’s an Expert in this Crazy ‘Social Media’ Thing

Twitter: How Tweet is it? I'd really like to know.

As you all know, I've been a Twitter fan for some time, but I'm disheartened a bit by the personal "look at me! look at me" posts - from "I'm getting a cup of coffee" (who the bleep cares) to "My toe ring is way too small" (once again, who cares). There's a lot of meaty Twitter conversations, but there's more garbage than not these days.

I'd like to find out how you use Twitter and what you like about it. I'm curious as to what else I'm missing and would be happy to share any results if you ask (nicely).

Click Here to take survey

2009 Predictions in Tech Marketing and Tech PR

  Happy 2009! It's a Bear market all around the world, but I don't think it will completely collapse the tech PR and marketing industry . . .  at least not for small and mid-sized firms. Here are my predictions for 2009:

1- Tech PR firms will have a resurgence this year. Specifically, the small and mid-sized firms will really do well. My rationale...companies are starting to get smarter about marketing during a recession. And, while some may hire a PR manager internally, I think the likelihood is that the head or marketing will hire an external resource as there is resistence within the organization.

2- There will be a huge number of Tech PR practitioners starting their own individual consulting business or their own firm (either by themselves or with a partner). And, many will NOT be virtual.

3- There will be massive turnover in the tech marketing space in Q3 and 4. If we hold to the "economy will start to come back by mid-year" theory, you'll have a lot of in-house marketers seeking new horizons.

4- With Obama coming in, increased regulations across all markets - financial, health, etc.- this is the year of the CFO and CIO. Companies will be pushing the CFO and CIO to superstar status and begin marketing them outside the company to assure/re-assure the public, Wall Street, and shareholders that the company has excellent people in place to ensure compliance.

5- Lastly, IT managers and CIOs have gotten smarter over the last couple of years about their public image. They realized that a healthy public profile, whether in IT magazines or on social networks, will boost their image value internally and externally. We'll see a lot more CIOs and their direct reports on social media and microblogging sites.

6- Tech magazines have been getting thinner and thinner. This year, many of the IT trades will be pulled off shelves and turn subscription-only for the print publication.

7- Trade shows are already fading, but this year, we'll see conference show management companies begin to explore virtual trade shows and events, which will have similar sponsorships, booths, etc. but will be entirely online.

8- Ironically, social media marketing hasn't been a big hit with tech marketers. I believe this struggle to understand social media will continue in '09.

9- There has been an explosion in blogging, but I believe that by the end of 2009 the majority of corporate tech blogs will be abandoned due to lack of time and mismanagement. The interest will still be there, but I've watched marketers struggle with how to work a blog.

10- Large PR will lose business to boutique tech PR firms due to client budget cuts. Or, maybe that's wishful thinking on my part.

Let's see how many of these predictions for Tech PR and Marketing is correct come this December.

Twitter for Tech PR

OK.  I’m completely obsessed with Twitter. So sue me.  If you’ve been on Twitter, you might be asking yourself, what the hell am I supposed to do with this?  So, I can blast out every move I make, where I am and read the same about other people’s lives.  But, who cares?  The question should be “what’s the practical use?”  I work with a lot of marketing/media clients and, for the most part, they get it. But for my tech PR clients, they haven’t quite made the leap yet.

Twitter is a utility to reach influencers, prospects and other important audiences.  Granted that at least 60% of the tweets are about getting coffee, venting and seemingly useless information, but when you look closely, is it really?  There are discussions on what people are interested in, what they are reading and industry debates.  The reason it’s important, the people are your target audience in some way shape or form.

Visibility is the key reason for why tech companies (or any company) should use Twitter – from the CEO to the head of sales to your marketing/PR department.  And, Twitter retains loyal little Tweeters as outlined in Gregor Hochmuth’s TechCrunch article - Why Twitter Hasn’t Failed: The Power of the Audience

1-      Get to know reporters and become part of their conversations.  Reporters are people too  and have lives, special interests, hobbies and viewpoints.  Follow your Tweets and becoming smarter about who they are.  More importantly, get into the conversation, share your viewpoints and show your expertise.  It’s a great way to become a resource to individual reporters and, potentially, to make it into their articles.

2-      Twitter is a great way to get to know your clients and to generate prospective leads, especially if you’re targeting the C-suite executive.  If you’re targeting CIOs or their direct reports, it’s nearly impossible to break the barrier using traditional marketing tactics.  The IT folks are so skeptical about marketing – even of their own internal marketing communications.  So, get on Twitter and start getting to know these folks.  Make sure you start a conversation with them on a topic they care about, not what you want to talk about.

      3-      Connect to influencers in your industry or even in vertical industries.  See what they are saying about trends, your competitors and your company. Industry analysts, pundits and prominent bloggers are (nearly) all on Twitter. You just can’t miss this opportunity.

4-      Keep an eye on your competition by seeing what they are tweet, tweet, tweeting about.  I’ll bet you lunch that they are keeping and eye on you….and, if not, their lost.

I admit I'm obsessed.  But Twitter is a great microblogging tool and it's served me well.  You won't be instantly gratified and you definitely need to spend some time building up your social media connections and participate in conversations, but when Twitter does "give back", it'll be worth it.

Why Blog?

I recently had three separate conversations about blogging and was surprised to find that people still think that blogging is social media marketing and that it’s a great strategy.  I’ve said it before and I’ll say it again: Blogging is not a strategy. It’s a tactic that should fit into an overarching strategy. 

So, why would you need a blog?

1-      To build a community and communicate with them effectively

2-      To target select communities – influencers, investors, customers, prospects, etc. If you’re a start-up, you can use your blog to communicate vision.

3-      Create a second online destination site for you company (the primary site being the company website).  A great example would be Approva’s blog.  Approva is a company  that deals with risk, compliance and operations and the official site is the usual corporate sell.  But the Approval blog has great information on the topics of risk, compliance and operations AND serves as a platform to launch campaigns, such as the singing CPA belting out Happy Birthday to Sarbanes-Oxley. That crazy online campaign spread quickly and really jacked up the eyeballs to the site.

4-      Get your groove on and become the expert you’re meant to be.  Just do it publicly.

5-      It helps with search engine optimization.  Big time.

6-      Great way to attract employees to your culture as blogs is less formal than website (usually).

7-      Get early feedback to your ideas or validate assumptions.

People have to stop thinking of blogs as just another marketing vehicle and treating it as such.  Everyone – I’m betting yourself included – is sick of advertising and marketing double-speak.  So, stop treating online tactics as traditional marketing vehicles that carry company-focused message and start thinking about them as a method to show your smarts.  Everything else around building a blog then becomes tactical to support the strategy.

The conversation about having a blog is similar to the one about having a public relations program.  You want it.  You know you need one.  But, you’re not sure why.  If you have defined goals and an overarching strategy to support those goals, you now have the answer to the question of why. 

Look for my upcoming topics on blogs as this is only just the beginning:

·         What the blog are you talking about?

·         If a blog falls in the forest, but no one is around to hear it….

·         One o’clock, two o’clock, three o’clock…blog.

·         Where in the world does my blog belong?

·         Blog-a-licoius; Twitter me Pink; Ning the Subject

Palin Thought Africa was a Country, Not a Continent

Sarah Palin was obviously not prepared for many of her media interviews.  There are 2 PR lessons to be learned from the FOX news post-mortem of the internal rumblings in the Palin-McCain campaign:

1- Be prepared during public appearances, especially media interviews.  Don't stray from your area of expertise.  And, study what you need to know insteadn of winging it.

2- Remember that your internal audience - employees, vendors, etc. - are also part of your "public".  This post-mortem coverage of the Palin-McCain camp was contained during the campaign (barely), but the unflattering stories on Palin's lack of knowledge about the world outside Alaska will damage her reputation even further.  I'm thinking there is more to come.

Another point is how quickly news like this can spread on YouTube, Twitter, Facebook, MySpace, blogs and other social networks. People just love to send around humiliating video or audio (remember Alex Baldwin's voicemail to his daughter?). Nothing spreads faster.

Are You Suffering From Socialnetworkitis?

Max Kalehoff's repost of Are you Suffering from SocialNetworkitis? really captured the my mood this week.  Do we HAVE to know about who's getting coffee at Starbucks or if someone is in a meeting? 

What I love about social networking is the connection and the conversations (the meaty ones...not some guy or gal talking about their need to for coffee addiction). Yes, yes....I know.  There are a lot of marketing and PR benefits to social media, but I just felt like bitchin' for one second....OK?

My response to Max:

I'm definitely suffering from socialnetworkitis and juggling all the media. Your description of what you're working with and how mirrors mine. I think the only thing that's missing is the discussion on how we're always on. People just don't disconnect anymore and all the social networks have a mobile feature. I've learned to block out social media times during the day and refuse to spend more than a couple of hours during the weekend on any of the sites. It will surely be interesting to see where this is all going.

Originally posted as a comment by YinChang on AttentionMax using Disqus.

B2B Marketers Need to Change with the Times

Marketing as we know it is changing.  Forrester Analyst Laura Ramos identifies four factors driving the change.

1. Commoditization (I translate this as hyper-competition.)
2. Consumerism and the social groundswell (Forrester’s terminology for the fact that social media now empowers customers to spit back at marketers and share experiences with one another.)
3. Ad avoidance translates to sales call avoidance (Great point…sales calls are part of the larger genre of commercial messaging clutter, a phenomenon often and mistakenly limited to advertising.)
4. Globalization (This was a referral the sometimes more favorable economics of fulfilling many marketing services offshore, in other countries.)

AttentionMax, Oct 2008

So, what does this mean?  Get your groove on and start seeking out emerging marketing practices.  Don't just look at the tactics, but internalize it and understand that that topdown marketing is not the only factor anymore.  And, keep in mind, people are sick of hearing marketing-speak.  Keep it simple and keep your audience in mind.  Be authentic.