The Age of Conversation, One More Time

16 03 2008

Bigger and Better… What more can you ask for?

Gavin Heaton and Drew McLellan are at it again, with the next incarnation of last year’s The Age of Conversation, a collaborative book project where 100+ bloggers contributed short articles on various issues surrounding media today. You can still buy it here.

However, this time around yours truly will a contributor.

It is a fantastic project and I’m very humbled to have been selected to participate.

In addition, all proceeds will be donated to Variety’s LifeLine charity of kids. It’s win-win, you get to gain more perspective on the state of media today, and the budding media strategists of the future will have an opportunity to live full, fulfilling lives.

Finally, we are planning a huge Bum Rush for new book on March 29th, so please support the project and help spread the word.

Details here.





The Evolution of Social Networks

21 12 2007

“The Year Networks Become More Than Social”

Stop by Conversation Agent to check out my recent guest post discussing the evolution of social networks from merely connecting people to connecting people with ideas. 2008 will be the year innovation networks, or i-Nets, were born.





Apple’s Best Kept Secret: Jobs + Woz = Joz

26 11 2007

Design/Marketing Convergence is Embodied by ‘The Joz’

Here is a great interview with Greg Joswiak, who according to ex-Apple insider Steve Chazin (MarketingApple), goes by the nickname Joz. Joz, as Steve explains, is a fitting hybrid mutation of Jobs and Woz (Short for Steve Wozniack, co-founder of Apple) as he not only heads up Product Marketing, but also leads Product Management at Apple. This is the convergence I have discussed in a number of posts between Design and Marketing that is the future of both industries. By combining these two entities under one leader you create circular system where marketing insights inspire products and product design inspires marketing.

Take a read and please stop back to post any comments you may have. Very interested to hear what you folks think on this trend.





Insights Into Network Swarm Theory From Mother Nature

13 11 2007

Just wanted to share this great NY Times article that analyzes what makes swarms tick.





Facebook Fan Pages Guide: Destinations vs. Collaborative Conversation Spaces

13 11 2007

Facebook Fan Pages need to be conversation spaces not destinations.

There are a lot of posts flying around the blogs on Facebook‘s new Fan Page system, covering privacy, just outright outrage, and even a couple kudos on tapping into the influencer hierarchy.

However, very few are addressing the core issue: How to implement a successful execution and how it fits into the mix.

First of all, DON’T create a destination, no one needs another “branded space”.

People don’t need another location where they can download Mountain Dew wallpapers. The approach that is being pitched is basically just an extension of the groups feature with some extra bells and whistles attached, wrapped up in the ‘products’ category. Now let’s be honest, groups are just badges to show off to other people, in essence, cool by association. There is very little running interaction on most groups and most of the content is lackluster. Some of you may disagree, but you probably run in new media circles and thus are more inclined to interact. You’re not the status quo.

This is a group roll ripped off an average female college student’s profile and it is more kosher than most:

groups.jpg

She is trying to express that she is liberal and somewhat politically inclined by being in the Stephen Colbert group, environmentally motivated with the Climate Change group, of course she wants us all to know that people think she is good looking by being a part of 5 or so groups themed around “Smoking Hot Beautiful Stunning Girls”. Think she ever interacts with any of these groups?

Empower your core base and win over your enemies.

The first couple product pages will most likely operate like every other branded group. Attract people with some discounts or “hot news”, a couple thousand sign up, spam them, spam them, spam them some more, people start to leave, and finally the marketer gets bored. The end.

Sounds bleak; however, there is a huge amount of potential in amplifying the voice of your advocates. If done right.

So here’s what I propose: Build the fan pages into conversation hubs.

Online influencer outreach programs typically are comprised of identifying various online communities and influencers – usually in the form of bloggers -, and trying to chat with them without pissing them off. These types of programs take time, can be expensive, and are difficult to manage and track. So instead of scouring the net, piecing together a patch work of comments and posts, why not have them come to you.

Build areas that become conduits between your evangelists, your nay sayers, and your company. Build a space where people can voice their opinions, good or bad (I know this can be scary for some), and be heard. Having a corporate blog is nice, but let’s face it blogs are still 90% one-way. With Fan Pages you are built into a social ecosystem where people want to connect and express themselves, take advantage. What you get in return is an IV thrust deep into the pulse of sentiments surrounding your product. What people love, where you got it right. What people hate, things you need to work on. What people just don’t get, areas you need to clarify. This information is invaluable, and just by listening you can convert your loudest nay sayers into friends. Trust me, I’ve seen it happen countless times.

That’s my 2 cents. I’m gonna wrap up this post with a challenge to marketing and companies:

Be the first company to use Fan Pages to collaboratively build or improve a product with your consumers.

Want people to use the network to amplify and pitch your product? Give them a stake in it, and allow them to spread a personal message.

Turn, “Hey, a bought cool pair of Nike high-tops”, into “Hey man, check out my new shoes that I helped design, I know you’ll dig ‘em”

Now the shoes have transcended mere mortal shoes, and have become conversation pieces, perhaps even mythical. You bet that everyone of your ‘designers’ will be telling everyone they know, and the Facebook platform will make that voice infinitely louder through the ‘products’ feed.

UPDATE:

Check out this article on Marketing Vox discussing the rising trend in people wanting to work with companies to build better products.

UPDATE #2:

Video post on AdAge of a presentation given by Facebook COO, Owen Van Natta.  He says, “Our users love the [SocialAds] system”.  Since when do people like being accosted by brands in their private communities.  Wake up.





Building the Anti-Siloing Case with Meeting Miser

12 11 2007

Break down silos to save money, talking to management.

I’ve addressed the issues surrounding siloing a number of times on this blog from varying perspectives; however, when it comes down to it, siloing causes inefficiency, which in turn costs $$$. Anyone who has worked at a large organization knows how much of a time waster cross-functional meetings are.

Well here’s a little tool that helps you calculate how much money is actually being wasted due to inefficient meetings. It has been floating around a number of blogs for a that past week or so. $$$ is the language of management, so MeetingMiser can hopefully provide you will a little more ammo to pitch collaboration promoting initiatives.

Finally, it is a great execution of a branded widget – sponsored by Payscale.com – that promotes its core values and adds a dash of worked related fun.





Does The Glove Fit: Social Media Isn’t One Size Fits All

12 11 2007

Web 2.0 isn’t dead.

Says BL Ochman in his recent post on MarketingProfs. Couldn’t agree more. But, companies need to find what works for them.

Ochman’s central point is that there are a number of larger companies that still haven’t jumped on the bandwagon and they can benefit greatly by integrating more 2.0-ish components into their corporate machines. An example he provides is the publishing world, and how publishing houses are getting a little bit closer with social media tools lubricating communication between previously extremely siloed operations. Great!

Again, I agree complete.

A number of my previous posts may have been perceived as anti-2.0, but in reality they are anti-hype. In the 2.0 media landscape where marketers are seduced with new buzzword daily and company valuations are ludicrous (Facebook, anyone?), we need take a step back and take a deep breath. Instead of just jumping because everyone else is, take a long hard look at your customer base, your targets, what your brand represents, and look for tools, communities, and networks that work for you.

Make sure the glove fits.








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