CK's Blog

To my colleagues, clients and friends who ask if I still feel as optimistic about social media as I did two years ago: my answer is NO.

I have to answer "no" because I now feel more optimistic than two years ago. Or, perhaps my optimism has evolved into confidence.

Because social media is just a set of tools (or technologies).

My optimism stems from the trends that drive them--and the people (not computers) powering them.

And those trends--which, while not as fleeting as fads, still have an expiration date--are quickly moving into permanent shifts...which are, um, permanent.

Just like the real ROI--the skills, smarts, voice and relationships--that I've gained are permanent, too.

Well, permanent for as long as I continue to treat those relationships with respect, and continue to inspire their trust.

It's just like with off-line relationships.

(Funny how that works, I know.)

Am I scared that customers can now speak up?

Nah, I encourage them to speak out. Even if they say bad things.

Being that they have a voice it would be silly not to use it. And, being that so long as I'm treating customers with respect and inspiring their trust, then I've nothing to fear. And everything to learn.

Yup, my answer is NO. But please do keep asking, it signals that you're curious, confused or just plain skeptical. And that means it has your attention--and I know how valuable that is, because attention is so scarce. (As marketer, I fight for attention every single day).

And hey, I know this stuff is still very new and has far more credibility to earn.

But won't you answer me this: when humans have found new ways to connect with one another...identified new ways in which to express themselves...and been given greater levels of freedom and power, when have they ever given those options back?

It seems to me they never have. (Well, at least not willingly.)

Good on Sex for knowing its age

Manhattan's martini-soaked sitcom Sex and The City is coming to the Big Screen at month's end. I'll catch it with my best girlfriends and we'll giggle, and have a round (or two) of cosmos afterward.

But what I'm most happy with is the approach they're taking with the females. Because while those girls are still very sexy, they're now grown women.

Let's remember the series debuted 10 years ago when they were in their early 30s (and Samantha was in her early 40s). And those women have been off the air for four years. So, instead of picking up right where it left off, the show's writers are taking a still fun, but more mature approach with their characters.

According to Sarah Jessica Parker, "You cannot pretend we're 32, still running around New York drinking with liberty and looking for interesting sexual partnerships. It would have been vulgar. None of us wanted to do that." And so the film begins not where the series left off four years ago, but in the present.

Ahh, as it should be. And as such, a lesson to many marketers.

In an age where authenticity rules--and in an era when the youngest of the baby boomers are moving into their fifties--marketers need not only realize how their brands have aged, they should embrace it.

Keep your offerings relevant. Offer loads of value. But understand that just as your audiences age, your brands mature, too. If you're aching to to position your brand differently or skew younger? Don't give your brands a heaping dose of identity disorder (and a really tacky facelift), spin-off entirely new brands.

Because time waits for no (wo)man. And time needn't be your foe. Fact is, we trust brands that have stood the test of time (think IBM, GE or Coca-Cola). But we mock those that try to dress like 30 when they're 60 (think Xerox). Or try to act 25 when they're 15.

And we altogether ignore those brands that think throwing a sporty spokesperson in the mix will fool a younger demographic into buying their product.

Home from "Camp"...with Video Goodies!

What a wonderful set of days that I just spent in San Francisco at Sun's Startup Camp at The Moscone Center. Why was it wonderful?

'Twas wonderful because I was surrounded by 600 passionate people. Some were in the pre-launch phase, and some had just launched their new businesses. Some were BtoC focused, with others targeting the BtoB space.

Wonderful because it was demographically diverse. Some of the professionals were 20. Some were 50. And many in-between.

But it was most wonderful because they weren't focused so much on "what's profitable" as much as pushing the limits of "what's possible."

Yep, there's nothing like the limit-less thinking behind startups ;-).

While at camp I was off the blog and off twitter (sorry folks). For me, when I'm afforded the opportunity to be interfacing with so many smart, energetic professionals I'm focused on interfacing with people, vs. the tools that I use everyday to connect with them. In fact, I didn't even bring my laptop when I was on-site.

The panel that I was on covered the importance of branding, messaging and PR in launching a startup to success. I have to say this panel was so well orchestrated by S. Neil Vineberg/Vineberg Communications (his blog is here). On my panel I was in such good company with Matt Dickman/Fleishman-Hillard (and TechnoMarketer blog), Jyri Engeström/Google (also the founder of Jaiku) and Adam Metz/theMIX (his blog here).

Not only did Neil assemble a geographically diverse panel (hailing from New York, Finland, San Francisco and Cleveland), he compiled an experientially broad panel--we are marketers, PR specialists, social media professionals and technology entrepreneurs. So I got to teach some and learn a whole lot more.

And through these video segments of our panel that Neil created we can share our messages (and, yes, action points!) with many more that couldn't be in attendance. The first segment (running at 4:17) focuses on messaging and how startups really need to do their broad-based homework to hit on very quick, compelling and, hopefully, meaningful messages.

The second segment (running at a little over 5:40) focuses on branding and brand categories--and the importance of infusing personality into all your brand communications.  RSS and email subscribers, please click through to the blog to view the videos. I'll load the other video segments soon.
 

Bless his bike-lovin' heart ;-)

I wanted to take a post to inform those who might not yet know that Tim Jackson (aka "MasiGuy"), a beloved member of BOTH the online marketing community--and the online cycling community--had a very rough cycling accident this past Tuesday evening during a race.

While the prognosis is very good--and he should be home from the hospital soon--apparently he hit the boards in the 24th lap of a 25-lap race and sustained a concussion, broken ribs, a few of his neck bones are fractured, his thumb was badly torn and required surgery, and I'm not sure about his knee.

All told, he has quite a road to recovery...but a recovery he will make. And, knowing his bike-loving heart, the first chance he gets he'll be back on a bike (and yes, he always wears a helmet).

His friends have been nothing short of amazing in posting updates and creating a Get Well Fund that you can donate to: information is at this post right here. If you want to leave a comment for him, I guess the best place is at that blog, too.

Sending lots of love and prayers your way, Masiguy ;-).

Dear Microsoft: Please stay dorky. It's who you are...and it works.

My oh my this Microsoft video (below) has been getting tons of feedback across the marketing community (mainly via Twitter) as well as the overall Web. An internal video for their sales force, it wasn't supposed to "get out" but it did.

And the reaction has overwhelmingly been negative.

Sorry, I fail to see it.

In fact, I think it's terrific--both the video, as well as that it got to the overall public.

(Yes, I pretty much seem to stand alone in my dorky assessment.)

Folks, this video is obviously intended as a sales-team motivator on their latest enterprise version of Vista. As I understand, the commercial audience's reaction to Vista was pretty tepid. And the consumer reviews of Vista that I caught were downright negative. (I can't voice opinion on that front as I don't use the Vista software.)

So, Microsoft used a video in efforts to energize a sales team that had faced some challenges on making quota and is working to rally the troops around an improved product. And instead of a bo-ring (!) PowerPoint slideshow with pie charts and bar graphs galore (yawn), they're extolling the product's key benefits through a catchy jingle that spoofs Bruce Springsteen's famous "Dancing In The Dark" video. Very smart.

And geez, dontcha think the poor sales team has suffered enough pie charts?

The video itself? High production values. And highly dorky. But it's supposed to be silly and dorky (um, there's a security superhero in it along with silly characters jumping for joy over software).

Folks, Microsoft will never be cool. Nor should they ever strive to be. Steve Jobs they're not--nor should they try to emulate or aspire to Apple's hipness factor. As they'll fail miserably. And it's simply not true to their brand.

But silly, dorky videos? Ah, that's much more in-line with a brand that will always be associated with America's #1 Geek Bill Gates.

My BIG hope? That Microsoft corporate will NOT take the negative feedback--now that the "internal" video got out and is facing a negative backlash--and go back to ho-hum, no-risk, corporate pie-chart presentations. Because that would be a crime...mainly to their sales team who will now have to sit through endless pie charts and bar graphs again. Sigh.

Please, Microsoft, stay dorky and don't fear being silly. It's who you are. Embrace and delight in that this video was released to the public. And maybe be more silly with your consumer commercials, too. While the video gives me several giggles, it was supposed to do just that...and it certainly is memorable. What's more? Because it's bravely silly, it increases my respect for you.

But pie charts and bar graphs will not.

And worry not, I've been a MAJOR dork. Lots of times. It's part of who I am, too. (And my readers deserve many giggles at my expense ;-)

Here is the dorky video--RSS and email subscribers please click through to the blog to view it.

David goes to lots of events. David blogs a lot, too. So David innovated a sponsorship that adds value to his readers, not just him. And that makes CK very happy.

Disclaimer: this post is sponsored by the three (marketing) musketeers known as the brave, fighting-for-good forces of: transparency, authenticity and value.

David Berkowitz and I have been going back and forth regarding his brand spankin' new "media sponsorship policy" that he initiated on April 18th (our interactions have been over email). The policy focuses on his blog--and of course him--sponsoring certain marketing events.

And I have to say that I'm very pleased with it.

NOTE: To long-time readers who know how sensitive I am on social media sponsorships and the like, I want to assure you that indeed the world is still spinning even though I actually just wrote that I'm pleased with a sponsorship deal.

Why am I pleased? Because of:

• How David is looking to add value to his blog (clever!) while bringing value to his readers.
• How his new sponsorship is rooted in an authentic passion of his--seriously, that dude gets around a lot, and speaks at and attends conferences left, right and center.
• How upfront and respectful his policy is of his blog's audience.
• How responsive he has been to all my questions and recommendations.

Contribute or Contaminate? You choose (please choose the first)
With how focused I am on doing right by customers and protecting the integrity of the community, many would think that I'm altogether against sponsorships and Blogger Outreach Programs. Nope. What I am, is a supporter of having them done right.

Why do I care so much?

Because we are afforded the astonishing privilege of living in precedent-setting times. And as a result of this groovy disruption, we have an opportunity to make things better. How? By contributing to this space, and caring greatly for the growth of its bloggers and readers.

Moreover, I see these precedent-setting times as a responsibility not to contaminate. Because, let's face it, marketers have so far contaminated every other medium.

Just look at the amount of bogus direct mail that INVADES your home....thank goodness TiVo lets us skip ads that SHOUT at us...we actually have a federally regulated Do Not Call list in this country because people were feeling STALKED by telemarketers while they were trying to enjoy dinner with their kids....and we have entire services dedicated to BLOCKING the pop-up ads that disrupt our online experience--in desperate attempts for us to "click here".

So, um, marketers' track record of not contaminating is not so good. (It's not only our planet that we've polluted, folks.)

It's Deja Vu All Over Again...
Wait...what's that...what's that you say? You say that the above seems to align with what I wrote about here only a year ago? It certainly does. (Yippee)

Long-time readers will remember when I was outspoken on the Nikon program. I also hope you remember that I not only detailed my issues with it, but also provided recommendations on such programs. Because just as I have a responsibility to contribute (not contaminate); when I'm outspoken I have a responsibility to offer solutions (not just rant).

Here again, is the 3-Point Paradigm:

• Transparency: Transparency is crucial, credible and ethical. But it doesn't add value, it ensures honesty.
• Authenticity: The reason that we're the "new influencers" is not because we have it in our power to blog about something and effect the world--it's because we organically decide what products, services, practices and people deserve praise or poor marks and that's pretty empowering. We base it on the virtue of the product's superiority, availability and price--the novelty, too. So the benchmark is: would you organically and authentically blog on this product with no other incentive besides it's just that great, or just that bad?
• Value: The program, product, whatnot, should add value to the community (the entire community) as well as to the company.

Let's assess: Through his policy and blog posts, David has been uber-transparent. He authentically enjoys going to and covering marketing conferences. And the coverage and post-event lessons learned that he shares add value to all, as they are freely available at his blog.  Oh, if you're wondering, he doesn't take money for the sponsorship, he instead gets promotion for his blog--which engages new readers for which he can provide value.

And his sponsorship deal does not affect what he writes about his event experiences: good, bad or indifferent. I should also add a note here that since these conferences cover marketing, search, disruptive technologies and social media, they are very relevant to his blog's marketing audience. So I need to add "relevancy" to that paradigm.

Which would make it a 4-Point Paradigm. (so noted going forward)

And I thank Jonathan Trenn and Alan/Toad who gave me the 'relevancy/targeting' feedback a year ago. Because like David, I, too, am still finding my way in this brave new medium and very much need feedback.

David's media sponsorship policy is here. And his first sponsorship is right here. He really appreciates wants your input.

One can use social media to learn new stuff, get new customers, join a community--or all of these choices. Or, like 99.9% of the population, choose none of them.

This is one of those start-at-the-beginning posts (a very fine place to start). While a lot of my readers already know what I cover in the course of this post, many others--around 99.9% of the population--don't just yet. Remember, new media is new...and social media even newer.

To that end, with social media comes CHOICE.

There are many social media tools to choose from (e.g. blogs like this one, microblogs like Twitter, social networks like Ning, podcasts, videos, Wikis and plenty more). There are also many formats from which readers can choose to consume the information that is created by using social media tools. They can read the information at the actual blog...subscribe to receive the information through an RSS reader...or even sign-up to receive posts in their inbox.

But people can ALSO choose what they want to use social media for; and there are many choices, to wit:

#1: Increase one's knowledge or explore one's passions. One can read blogs to increase their knowledge on a certain subject or profession, explore their passions, or learn about most anything (there's over a million blogs out there and they truly run the gamut of subjects).

#2: Listen to one's markets so as to improve current offerings or innovate altogether new ones. One can monitor conversations by their target markets across a variety of social media platforms--and then can turn the information into actionable intelligence. To date, social media provides the richest sea of unbiased, wide-ranging information on market preferences and patterns just waiting to be heard and acted upon by the savviest of marketers. Net net: It's amazing what your customers will teach you, if you let them. (A PDF on the value of listening and what to listen for is located right here.)

#3: Market one's business. This might be through a blog that communicates a consultant's smarts or promotes a company's really-cool sneakers, a 'co-creation' endeavor that polls consumers for ideas on new or improved offerings, or by facilitating an idea exchange in an online forum where customers are free to communicate their likes, dislikes, wants and needs.

But how a company uses social media to increase their business, is a case-by-case strategy for every single organization: it always depends on each company's goals, audiences, offerings, competition, comfort levels (the legal department needs to define parameters) and the professional resources (internal or retained) that each company can post against the initiative. It takes forethought, ongoing care and optimization.

#4: Participate in active communities. This is at once exciting and perplexing. And for good reason. Many of my clients, colleagues and friends don't readily understand WHY people would "trust people they meet online" or HOW anyone would feel comfortable in "so publicly sharing information about themselves."

These are extremely logical concerns.

And it's not like everyone has the time, or wishes to make the time, to become active in a community.

Sure, there are bound to be some "bad apples" out there. But those cases are rare as communities have a way of looking out for themselves. I can only give you my experience. In two years of choosing to use social media to participate in a community, I have gained:

• New expertise added, but better at my core one. Not only have I been able to add an expertise in social media to my portfolio, I have become better at my "base" craft of marketing strategy and program development. Astonishing the gems that experts share, and for free.
• Informed and current. I am never concerned that I'll miss out on a marketing development, new tool or newfound methodology. In this sense, I have many scouts all over the world who "feed" information to me, and for free.
• Increased exposure. I've been able to increase the footprint of my message to other outlets because they have stumbled upon my blog and like what I have to say, and how I say it. (At least I think that's why).
• Debate development. I've learned how to better craft an argument and have participated in ultra-productive debates that were active, but not at all nasty. As I work primarily in BtoB I have to "argue" a lot, per se--because thought leadership always argues a new or better way of doing something. So honing my debate skills is a necessity for my work.
• Larger pool of professional resources. I have retained several professionals in my community to do work for me and will continue to do so in the future. And many have generously given me great ideas when I've been in a jam or faced a block (and the advice has made me look smart).
• Breaking out of the bubble. I have learned about places and countries that seemed far to me 24 months ago. But now not so much. When it comes to public policy, it sure helps to understand how other lands run their systems and how effective certain laws or freedoms have been. Because otherwise, as much as I love the land of the free and home of the brave, it can become one big bubble.
• Online moves off-line. I have made more off-line relationships because of meetups or events that I've either created or attended--and when I'm traveling and have any free time I also get to meet people while in their city...as they do the same when they're in mine.
• True-blue friends. I've had people help me out, even to the point of taking-off work, when I had to suddenly fly far from my home, plan a funeral and pack-up a house. Many more have provided solace.
• Teachers from all over and of all ages. I can honestly say that I've learned as many lessons from twenty year-old kids who live in the Middle East as I have from seasoned NYC professionals in their 50s.
• New business prospects. I have increased my rate of "inbound leads" from these new colleagues referring work my way or introducing me to business prospects that have a need for my talents.
• The opportunity to create and experiment. I have a core passion to create and the community I participate in is very supportive when I try new ideas.
• The reward of pushing others to higher places. I very much enjoy giving ideas, making connections and introductions to others in efforts to further their business or cause. After all, they do so much for me.
• More confidence. I've definitely become more comfortable, somewhat more articulate and more confident since I started blogging and sharing ideas with others. And I'm no longer afraid to be wrong in voicing my opinions "publicly" because hey, I learn--and anyone that shows me a new way, or even points out a flaw in my reasoning is doing me a huge favor. Again, when professionals have different takes the discussion can be passionate but it needs never be nasty.
• Joy. I truly enjoy the connection, idea exchange, support and even silly times that come with connecting with such unique people from all over the world.

That said, had anyone told me I'd be active in a online marketing community two years ago, I would have thought them absolutely bonkers...so I can understand why my friends and colleagues might think the same of me ;-).

The lesson, again, is choice: choice in which social media tools one uses and what they choose to use them for--be it personal and/or professional gain.

And that choice is up to every person and company.

Now ain't choice grand?

PS: If you're new to social media, there are plenty of goodies for you archived right here.

Revolutions are messy

I've just come off of watching HBO's very insightful, very watch-worthy miniseries' John Adams. According to HBO, "John Adams chronicles the extraordinary life journey of one of the primary shapers of our independence and government, whose legacy has often been eclipsed by more flamboyant contemporaries like George Washington, Thomas Jefferson, Alexander Hamilton, and Benjamin Franklin.

Set against the backdrop of a nation's stormy birth, this sweeping miniseries is a moving love story, a gripping narrative, and a fascinating study of human nature. Above all, at a time when the nation is increasingly polarized politically, this story celebrates the shared values of liberty and freedom upon which this country was built."

That description is on the money. It's an epic that delivers on many fronts, and through many layers.

But the reason that this viewer most enjoyed it was that--while the outcomes of a nation being founded were glorious--it didn't glorify the deep struggles of a nation finding its way.

Sure, it showed the vision and the tenacity of our forefathers. But it also showed their faults. (And their egos.)

Back in the day--I'm talking the days when I was a kid in history class--The American Revolution was so magnificent. It was the birth of a nation, after all. And we were focused on celebrating the baby.

But this miniseries honored the hard birthing process.

As they rightly deserve, I place our forefathers on a pedestal. But what John Adams did for me was to make them human. Humans who did extraordinary things in very hard times.

And for that my respect for them grows greater, and far deeper.

I often debate whether it's the achievements or the struggles that really makes the man (or woman). Even looking back at the life of my own mother--while I'm impressed with her hard-won successes...one even landing her a much-coveted invitation to the 1980 Presidential Inauguration...I'm far, far more awed by how she handled strife.

In any case, while the outcomes are grand, revolutions are messy. It's an important lesson to learn, and remember. They require relentless dedication and unwavering passion from those who commit to making their visions a reality.

And at mighty great costs.

For those that don't have HBO, they've made a smart move and are already selling the series--and the magnificent score--right here.

PS: Oh, here's a post that was inspired by a movie about Queen Elizabeth. It wasn't a revolution per se, but a sea change in leadership style that was thrust upon Britain's monarchy. It, too, was a great "human" account of a change in climate--and in showing the otherwise stoic Queen's struggles in modernizing. It gave me more respect for her and the messy times she endured.

Heading West to 'Camp'

I'll be in San Francisco on May 4th - May 5th for Startup Camp, a dynamic event that I'm honored to have been asked to play a part in. I will be speaking on a panel created and moderated by S. Neil Vineberg with fellow panel members Jyri Engeström, F. Mark Modzelewski and Matt Dickman.

The topic, "Notes from Mission Control: Rules for a Successful Media Launch" absolutely delights me as we plan on covering the strategic imperatives and actionable tactics that are necessary when launching any brand...but we plan on staying especially mindful of the unique challenges to startup ventures.

(And there's sure to be some fun war stories that many in the audience will relate to all too well ;-).

Specifically, I've been asked to speak to the importance of finely tuned positioning and messaging--and and the creation of new brand categories when seeking leadership. All told, we'll be discussing areas that I'm very comfortable with (and crazy about!). But what I most enjoy about panel discussions is the balance of education + entertainment that you share with your audience, and fellow panelists.

Sure, there's always preparation beforehand, but when you get passionate people together to dish on what they pour their heart and soul into everyday, there are always those surprise "in the moment" revelations.

And those are the most memorable.

Due to work commitments I won't be in San Francisco long--it's a quick two-day turnaround between two coasts for me--but if you're planning on attending, please drop a comment or email me. Here is more about StartupCamp.

What do you get when you throw a room full of marketers, managers and lawyers at a brand? Not much.

I don't give a lot of book reviews but sometimes one comes along at just the right time. Like, right when I'm (passionately) prodding several of my clients and colleagues to let more of their brand's personality shine--and right when they (understandably) retort, "Give me several firm success stories as to why I should."

So it was uber nice of Rohit Bhargava to spend scores of hours writing *Personality Not Included (with tons of brand examples) to help me prove my point.

(Thanks Rohit, I do appreciate when others put in the hard yards for me.)

Here are my thoughts on varying fronts:

• Flow: I found the read conversational, packed with examples and easy-to-understand guidelines.
• Balanced: it strikes a nice balance of why personality matters even more in a social media era...but didn't harp too heavily on Web 2.0.
• Music to my ears: it was very centered on building trust--which may seem intangible but is very real when it comes to customer relationships and, yes, revenues.
• Let's get it straight from the get-go: Rohit very clearly states in the first few pages that personality is NOT a substitute for a crappy product. The goal is a great product and a personality that differentiates it. Gotta have both. Yup, both.
• True to its title: And I want to remark on the design of the book and the website. Very catchy, fun and full of personality. Bravo.

I'm interested in feedback from marketers at larger companies that are fighting to put not just a "face" but a real soul on their brands...because, let's face it, in a boardroom full of marketing strategists, marcomm execs, marketing research analysts, mangers and (cough) lawyers, it's very easy to come out with a very diluted, very dull brand.

And diluted and dull just don't reside in the same city, county or country as personality.

Lastly, I'd like to offer up some promotional suggestions for Rohit (hope they're helpful):

• Promo tactic for the book: if you're not already, you might consider giving away those cute little mohawk chick thingies (what are they called?) featured on the front cover as part of your promotional tactics.
• Ongoing promotional platform: I also recommend making a cute trophy out of your chicks--if designed well, they'd make for a darling little desktop ornament--and award them to the "Top Personality Performers." Could make for an annual contest of distinction to run at your blog with many weighing-in and voting. You might even market the awards "In recognition of the daring brands who've steered clear of the doldrums, and risen high above the din of me-too myopia." I think it could net some press coverage, be a platform for follow-up articles and be a lot of fun for readers, to boot.

Update (4/21): Valeria Maltoni provides her excellent take on the book (and views on brand personality) right here.

Disclaimer: I received the book as part of the goodie bags we gave to attendees at Blogger Social where Rohit literally lugged 90 very heavy, hot-off-the-press books in a BIG suitcase from Washington D.C. to the Big Apple. Then he had to stuff them in the goodie bags mere minutes before everyone arrived at Saturday's formal dinner. So of course I'm writing emails to Rohit saying "Thank you so much for your book donation...but, um, do be careful when you stuff the books in our carefully prepared goodie bags as we want them to stay pretty for our attendees." And he was so patient with bossy me (a zillion thanks, Rohit...your book is a tour-de-force ;-).