CK's Blog

Got proof?

Folks, I just received a great comment/question asking for some social media "proof" on ROI/success claims.

I'd like to answer the question--which I've copied below--but the campaigns I'm working on won't be unleashed until first quarter so I won't have ROI assessment until shortly thereafter.

And since many of us are shoutin' social media's virtues, I'm hoping you fine folks can point me to various case studies. I have a lot of data on WOM and Buzz...and I can point to personal success through the medium...but I want to locate some case studies be they in posts, articles, etc. And I'm thinking we could all benefit from this info.

They can be examples spanning BtoC, BtoB, For Profit, Not for Profit, etc. They can range blogging, microblogging, social networking, podcasting, etc.

Here's the question asked of me in regards to this post: "The part I struggle with is "proof". I have found little (so far) in the way of solid case studies or any real data on ROI for social media campaigns. If you can point me toward any solid case studies (with real numbers, not just abstracts), I'd love it."

Thanks for helpin' me out, the megaphone is all yours...(but please do give it back; I'm a mouthy marketer, after all).

Show don't Tell (and strive for simplistic elegance)

Ah, simplistic elegance. (spot is below)

It makes this marketer very happy. (smiley face here)

Because it's so darn effective.

It need not have bells, whistles, flash and fire to get noticed.

Many times it just needs simple objects. And a person that tells us things in plain English.

Yep, it just needs to get the message across in a way that is simple, short and easily understood.

In fact, if you want to cut through the clutter many times you should "go guerilla." And when selling your wares, solve a problem.

Take this piece by PRWeb. It solves the problem of "What the heck is RSS, anyhow?" And in answering our question it positions itself as the solution.

It also goes for a metaphor with "rivers" and "the river of news." And it gets its message across: "PRWeb gets your news to the people that matter most."

Rivers are nice, everyone understands them. Conversely, technology, with all its bits and bytes isn't so nice.

(The reason the Apple ads did so well is because they made technology human.)

The piece also serves to make this RSS technology more human by focusing on what humans can do with it--and what benefits humans derive from it. The 2.5-minute piece is below (RSS readers click through to my blog).

Shout: Thanks to Paul Herring for telling me of this great "show" piece.

Takin' it to the Streets...WOM a la Wall Street

Had anyone told me little over a year ago that my blog would have brought me to the trading room floor of the New York Stock Exchange I would have asked them what they'd been drinking...and if I could have one, too.

Sure, I work with publicly traded companies, but there's just never been a reason for me to take my marketing to the public markets, so to speak.

But a lot happens in the course of 18 months.

Well, I should say a lot happens--a lot of wondrous people met and a ton of lessons learned--when you're involved in this most social of all media.

I'm honored to have been invited to attend last week's wf360Summit--an event that brings approximately 200 C-Level Executives together each year to present the "360 Leadership" Award to a deserving woman (brava!). In past years the Summit has honored such leaders as Queen Rania Al-Abdullah of Jordan and Christine Lagarde, the Trade Minister of France.

This year the award was given to Anne Lauvergeon, the CEO of Areva.The award is sponsored by BNP Paribas and the event is spearheaded by the very sophisticated Susan Willett Bird (a savvy blogger in her own right).

Another great factoid I come to find out? Susan is also a fellow author in the collaborative book "Age of Conversation," a book boasting 100+ authors from all over the world (including yours truly, learn more here).

So even in a BIG city like New York it's still a small world.

While being at the NYSE for an after-hours cocktail reception and dinner was a thrill, it was walking in that was quite a kick. I met Jeff Jarvis--a blogger I've long read and admire--on the way in. It was his first time on the floor as well. I looked at him and said, "Imagine how many dreams have come true on this very floor throughout the years...and, on that note, how many heart attacks have happened here, too."

By the way, you enter the exchange from "Broad Street" not "Wall Street."  And the "opening bell" is actually a button :-).

Let me run through why I was at the event, and what I learned. Also, for attendees, I've created a post giving you some social media tips right here.

Why was I there? This event had a theme of conversation. After all, many a major deal has been struck to make it to the NYSE. And while those deals required a lot of strategy and many miles miles of paperwork, they began with a conversation.

Fast forward to a Web 2.0 World and conversations have taken to a new medium and a new set of empowered voices--and that's where we bloggers came in. There were about 20 of us strategically seated throughout the grand dining room so that we were represented at every table and played an equal part in each conversation.

What did I do at the event? I explained to those I met that I saw my role as not so much "monitoring" their conversations, but adding to them. Specifically, I wanted everyone to feel very comfortable in asking me "everything you wanted to know about social media--no matter how serious or silly the question." That's how we learn, no? And I assured everyone that I wouldn't be citing any names in my post so everyone could feel at ease talking with me (but I met many great professionals).

What I learned at the event: While most of the executives that I spoke with are either not yet leveraging social media or are just beginning to dip their toes into these waters, here's what I find most impressive: executives are not only curious about social media, they're very open to it. Most inspiring? These executives are altogether humble to the fact that they have quite a bit to learn.

Here's the takeaway...

In order to engage executives around social media, they need to feel comfortable. Folks, think about when you were learning to ride a bike. Or learning to swim. Sure helped when someone made you feel more at ease by merely taking the time to show you the ropes and allay your fears, didn't it? Otherwise, the fear and overwhelm proved too big an obstacle to the objective.

And once you were swimming you not only learned a new skill, you were given a new freedom--and a new level of confidence.

Same thing with the uncharted waters of social media.

Without question, executives need to understand that Web 2.0 isn't going away. And ignoring it results in loss of opportunities, customers and first-mover advantages. Denial serves to increase risk, instead of decreasing exposure.

But while the learning curve is steep, the climb can be enjoyable.

Yet that can't be adequately expressed through a blog. So we really need to "take it to the streets" and be engaging and educating these tremendous companies through face-to-face conversations...and, thusly, I'm hoping more events will follow Susan's lead and invite social media professionals to the party.

On that note, if anyone has any questions, ask away! And if you don't yet feel comfortable posting them in the comments, you can always email me here. Again, that post for attendees who want to learn more about social media is right here.

All that said and seen, I guess what I most learned is this: once you join the conversation...you just never know where your blog may take you.

BIG thanks: Many thanks to Francois Gossieaux, who is President of the first blog media company Corante, for asking me to participate (another funny factoid: Francois lives in the same town where I went to high school...yep, it's a small world, indeed ;-).

PS: Here are some posts by other bloggers who attended the event: Tom Steinthal, Don Dodge, Howard Greenstein, Tom Guarriello, Dorian Benkoil, Russ Nelson, Isabel Walcott Hillborn and Susan Bird.

Social media made easy (well, a little bit easier)

In attending an event this week I promised attendees that I would feature a post to point them to some of the information we discussed.

While social media is certainly not new to everyone...newsflash!...it's new to most people and professionals. My regular readers might have already seen this information, but, in the case you haven't, well then it's new to you.

Here are some of my posts centering on best practices and the core principles of social media:

• Don't pass the "Web 2.0 Go" without a guide. Learn why a guide for social media is essential right here.
• What's that you say? Learn the value of listening to social media conversations--and what you should be listening for--right here (psst: not every company needs to blog, but every company needs to be listening).
• It's about share. Learn why, through a riddle, this environment is most aptly called "The Share Economy" right here.
• Bad can be good. Learn why engaging your critics and leveraging their feedback is the best move, right here.
• Why blog? Find out the myriad value that marketing professionals receive through blogging in this unique collage right here (PDF version), or go here for the rich media version (that graphic on the below right is a snapshot of the piece).
• No, really...why blog? An interview with me by Folio Magazine focusing on "Why Blog?" is right here.
• One must modernize (or face irrelevance). In using the British monarchy as a metaphor for social media...find out why it's important to modernize, and why it's critical to reach out to your constituents (if you want them to like you) right here.
• Please follow the rules. Looking to pitch products, services and stories to bloggers? Go forth with caution and care--as consumer and business bloggers are very savvy!--best to first read my rules right here.
  
• Hard because it's simple. Learn why social media is "hard because it's simple" right here.
• Your blog has a mantra? Yep, it's right here.

Here are some books focusing on social media you might find worth your while:

• Citizen Marketers: this book focuses on the word-of-mouth phenomenon of "citizen" marketers. I was fortunate enough to review several chapters of the book before it went to print and we featured it as the inaugural selection in the book club I host--a Q&A with the authors is right here.
• The New Influencers: this book also features information and implications on today's "new influencers."I contributed an essay to this book and an interview I conducted with author Paul Gillin is right here.
• Join the Conversation: this book just launched and details why companies should participate in the global conversation. Buy the book through this link here and a portion of your purchase will benefit charity.
• The Age of Conversation: this book is unique in that it features over 100 chapters (1 page per chapter) by over 100 active marketing bloggers from all over the globe, including a chapter I contributed. It's also unique in that all profits of the book benefit charity. Post about the unprecedented initiative is here. eBook, softcover or hardcover versions can be purchased here.
• Enjoy marketing books? Wish you could discuss them with the authors and other marketers from the comfort of your own home or office? Now you can! Join the book club I host and created with MarketingProfs right here.

Some blogs covering a variety of marketing topics you might find helpful:If you scroll down the left-hand column of my blog you'll find a section labeled "Best Blogs" where you can be pointed to various marketing blogs covering a wealth of information.

Feel free to ask questions in the comments or, if you're social-media shy, you can always email me right here. Enjoy this new, improved Web 2.0 World. Yes, it really is better than the old world and holds a bevy of opportunities for marketers and businesses (and just plain ol' people).

Fear obsolescence, kid

Some proper background here is that I come from a very yin/yang background. As creative, community-minded and social as my mother was, my father is a very corporate, strategically minded man. And he is extremely good at all things math (my sister and I still wonder how we both missed that gene).

For example, Mom would volunteer to head-up Girl Scouts Cookie Sales (that was good for the community). And Dad would always make sure we had a strong strategy (that was good for sales).

He kept saying "Everyone is going door-to-door, let's do this differently." Um, OK Dad. So, all dressed-up in our green beanies and badges, we infiltrated Dad's workplace and, instead, went office to office. They didn't buy boxes of cookies. They bought BOXES of cookies (think 1 cardboard box that packed 25 boxes of thin mints).

As a result we gave back to our community with BIG cookies sales. So Mom, Dad and the Girl Scouts were happy.

My Dad asked me what, if anything, was different in going office-to-office vs. door-to-door. I explained that instead of his co-workers and employees asking about the different kinds of cookies, they asked how many the others had bought. And Dad would explain that the following year we were to say, " Hi there! Since you bought X amount last year, did you want to place the same order this year...or would you like to order more?"

Hey, I just did what I was told.

So mom would teach me how to get people engaged around a cause...Dad would teach me how to push that cause full-throttle (still does). But his best business advice was this gem:

"Fear obsolescence, kid."

He explained that people always need to be open to new ways, new technologies, new strategies and new methods of meeting goals. That's how we always stay relevant and differentiate ourselves. He used more simplified language at the time but did use the peculiar "obsolescence" word.

See, Dad's an early adopter. He used to bring home the darndest things--like computers that had the monitor attached to the keyboard and a VCR AND a Betamax. Since we weren't sure which would be "the standard," we might as well hedge our bets. (I kept asking, "So they do the very same thing?")

When Dad would say things like "Fear obsolescence!" he would be so serious and raise his index finger to the air as if he were at a platform giving a speech. But it was just normal to my sister and me. What wasn't normal is that he'd pick the darndest times to bestow these beauties.

For this particular lesson, I remember we were having banana splits and I was just shy of 16. I didn't care about obsolescence--and didn't rightly understand the word. I cared far more about boys and boy bands than business rules (yawn).

And when your parents tell you "One day you'll thank me," that one day is too darn far away. Yet Dad would remind me that his advice had yielded big cookie sales not six years earlier ;-).

Turns out that lesson has served me well the last two decades. I tell it to many clients when they're hesitant or skeptical. And I also use it to remind myself. I explain that skepticism is needed so long as it's not a barrier to investigating new ways to grow, new ways to create value...and, many times, new directions in which to flourish.

You needn't implement every "new" thing, but you need investigate it and be open to it. After all, a first-mover advantage only has one first in each industry, or segment within that industry. And those that move too slow? They'll watch their cookies sales take a dive.

Or worse, they'll become obsolete. And that's a hard reality to swallow.

(Maybe I, too, should give the speech over banana splits.)

PS: I'd love to hear about the great business lessons your parents taught you...parents are great teachers after all.

Peace-of-mind as profit center

Clients and colleagues often ask me which motivator most sells products and services. Truth is, there exist many. Sometimes a purchase is motivated because of the status it signifies (think sport cars) or is proof of a level of savvy (think luxury items).

And there are desires for entertainment (think movies) and needs for efficiency (think software), just as there are motives for staying connected (cell-phones keep you connected 24/7) and needs for deep connections (Match.com connects you to many others seeking that same level of deep connection).

But when I think about it, I have to say that peace-of-mind carries a heavy-duty value proposition. Insurance provides peace of mind--be it home insurance in case of fire, or medical insurance in case of ailments or an emergency. And Volvo cars and Michelin tires gave parents peace of mind for many decades, they just spun it around a "safety" positioning.

Even with thought leadership programs, we're giving prospects the peace-of-mind that they're staying ahead of the curve and making the right choice to go with this product or that due to a particular methodology being more solid, or more shrewd, than alternative ones.

Credit cards give us some peace that if we can't make a monthly payment, we have plastic to borrow from (so long as we don't abuse them as then they carry a ton of worry). While exercise keeps you healthy and tone, yoga "centers" you and enables inner peace.

In business we often turn peace-of-mind around to the "risk" argument--along the lines of "this product decreases risk". One of the famed sayings around IBM is, "Nobody ever got fired for going with IBM," because IBM is a stable bet. How many times have you chosen a "dependable" vendor?

Ask most people and they'll say "While I'd love to be rich, I'd do just find having enough money to be comfortable." Comfortable makes us feel secure (and at peace) that we can provide for ourselves and our families.

Look at lawyers who protect us from unnecessary exposure...that's peace of mind billed hourly, no? And when a client is awarded punitive damages for pain and suffering it's because the person was robbed of peace in their lives.

Entire agencies (think the FDA or CDC) give us peace of mind as industry watchdogs, with new regulations as responses to potential or very real threats. Supporting charitable causes make us "feel better" knowing that we're doing something to better the world. That can give us some peace of mind knowing that we're part of the solution, not part of the problem.

The birth control pill didn't just signify sexual freedom, but peace-of-mind against unwanted pregnancies...just as condoms now provide more peace of mind against STDs than unwanted pregnancies.

While I don't want to say that religion "sells" anything, as I certainly don't want to be disrespectful, I will say that many peers have expressed much peace-of-mind knowing that their sins can be forgiven...and that an afterlife exists (it's comforting to know what will happen about the greatest unknown). Further, many people tell others to "take peace in their faith" during the most devastating of times.

Recently speaking, look at all the recalls due to China's use of lead paint in manufacturing...all these parents given so much worry over their children's toys. While buying "Made in the USA" may be more expensive, it's safe entertainment for our kids, which we'll gladly pay extra for.

Take acne-fighting Clearasil, with its sexy new ad campaigns hinging on a "boosts confidence!" message (and angering some parents in the process with some risque advertisements). What's great about confidence? It's devoid of insecurities (insecurity is worry on steroids and consumes people). Teenagers have enough to worry about, at the very least we can give them some pimple peace. 

Or take this nation's largest spend: the military. That's a peace-of-mind initiative in knowing what we hold most dear--our free, safe way of life--will be protected at all costs.

My point is that peace-of-mind is not a "soft" benefit (vs. "hard" benefits like sales) nor is it an elusive attribute. It's a very real, very core need that encourages both emotional and rational purchases. And between decreasing risk, minimizing worry, increasing safety, lessening exposure, even finding inner peace, it's crafted a lot of ways--which just goes to show how motivating and profitable peace-of-mind truly is.

Learning to love your mistakes

I've done a lot of great work in my career. I've also made my share of mistakes. My silliest war story? About fourteen years ago, in my first "marketing director" position, I was in charge of marketing several retail centers in several states.

It was a completely consumer-focused position (I still do consumer work but much, much more BtoB work now). It was a terrific job for me to really cut my teeth. See, each retail center had vastly different demographics and selling points so I needed to tailor each strategy and plan accordingly.

Some centers were bigger, some catered to singles (vs. families), some faced mighty competition, some were in the lead. Some had large budgets and some had laughable ones. About 14 of them altogether.

For one shopping center smack dab in a suburban environment we held an Easter event. It racked up customers, sales, goodwill and loyalty as we held several Easter Egg Hunts throughout the day for different age groups (think thousands and thousands of candy-filled eggs). We also had fun rides in the parking lot and special prizes in each of the stores. So it was like Halloween and Easter all in one. I'm likely responsible for many cavities.

To advertise the event we used local radio, regional TV spots and in-store flyers. And for the flyers, you should have seen the design and the copy. A work of art. No stone left unturned.

Except...well except the date of the darn event. (oddly I didn't forget the time, though.)

I must have looked at that bunny flyer a hundred times. Didn't matter if I'd looked at it a thousand times. In my mind it was there. But what my mind needed was another pair of eyes to review it.

Those poor retail merchants were flooded with calls asking "Well, when is it?!!" So with one flyer I put-off my two audiences: customers and merchants.

Another lesson learned: parents take Easter Egg Hunts very seriously because kids are important and Easter Bunny comes but once a year (a year is a long time to a kid).

Luckily I'd been respectful and kind to my vendors so we had re-issues of the flyers within 24 hours (marketers, be kind to your vendors and they'll help you out in a pinch without charging you extra).

All told, the event went smashingly well. But man oh man did I get roasted for months. My coworkers kept messing with me and telling me I'd forgotten to date my memos. And payroll told me they were sorry that I would have to wait on my bonus...as they had forgotten to date it.

(it came the next day, with a date on it ;-).

So feel free to tell your biggest snafu, or your silliest. It need not involve bunnies.

PS: Since we're sharing snafus, I'll share another. One event featured a 20-foot x 20-foot cake we had created to commemorate a 20th Anniversary along with a fashion show hosting some of the local "celebs" walking the runway, including the UConn Basketball players. But they decided to get all impromptu without permission and threw balls into the cheering crowd.

No, they didn't hit the cake.

They did hit an elderly woman (she was absolutely OK, but bruised. I still hold the guilt). I even screamed at them, "You miss a 20-foot cake but you hit an elderly woman?!" Lesson learned: watch your talent closely, they'll often surprise you at the last minute.

Things that go bump in the night in your mouth. (Or, the battle to coin new cavity-based categories.)

Toothpaste is the most diverged product on earth. It's true.

We've grew so damn flustered in the toothpaste aisle choosing between whiter teeth, fresher breath, better gum health, stronger gums, sensitive gums, no coffee stains, no cigarette stains, gels, pastes, rinses and tri-color gels, that we became all-too happy to catapult the converged toothpaste of Colgate 'Total' to leader of the pack.

Why?

Because damn't, it took care of all the problems--including the problem of choosing between so many benefits.

And now Crest wants its market share back. As its days in the lead are long gone.

In fact, days are all but taken. So now it wants to own the night. (which is smart, if a good bit silly)

Yep, Crest has come out with an at-risk strategy assailing us while we're in the safest place on earth, happily sleeping in our happy beds. As if I don't have enough to worry about when I'm awake.

I'm calling it Crest's "bump-in-the-night category" play. To be sure, I'm only saying it here because I can't pay much more mind to toothpaste after this post.

Yup, this toothpaste has hung its platform on giving you peace of mind when you're deep in your subconscious mind. It even asks "Is your mouth vulnerable at night?"and features a groovy doc that tells us how at night--vs. the day--germs in your mouth multiply by the millions.

Which begs the burning question: are germs nocturnal, or are they just scared of sunlight?

The TV spots (not available, sorry) depict these cartoon germs floating around your mouth...which, to me, oddly resemble those massive worms from Dune. In true marketing fashion, you need both the toothpaste and the rinse to really protect your mouth from the little critters.

The big benefit they're touting? Now you'll wake up with a cleaner mouth.

So, to those of you who use Crest Pro-Health, please do tell me if when you wake up your mouth is that much cleaner than without it. My bet?

You likely race to brush your teeth in the morning just like in previous years.

In fact I guarantee it.

While I think it will do well, it's mainly because Crest has come back to a "health" positioning--after all, I believe they coined the "4 out of 5 dentists agree" line back in the 70s or 80s.

Sorry, those wormy germs just make me giggle. Almost as much as promising your mouth will be fresher in the morning. Silly marketers.

I don't tell stories. But I argue somethin' fierce.

When you're building a BtoC brand you're many times telling a story. Now many marketers have expounded on how the various "touch points" or elements of an integrated marketing program help to tell that story.

I get it. I just don't do it so much.

I spend most of that time arguing.

Don't get me wrong, I'm not an inherently argumentative person (much more of an inquisitive soul am I). I'm all supportive of make love not war and can't we all just get along.

But when it comes to BtoB marketing, especially when you're focused on a service-based, knowledge-based or expertise-based business, you're arguing. (With product-based BtoB marketing you're still battling it out but it's much more over "product benefits" or "lowering risk").

So, why all the arguing?

Because service-based businesses--be they in the industries of tech, management consulting, media, or advertising--are rooted in thought leadership. (Methodologies are their security blankets. And metaphors are the holy grail.)

And when you're building a thought leadership program, you best be poking lots of holes and picking many fights--within your own theory and those of competitors'.

Why?

Because what you seek is a bulletproof argument. Locked, loaded and armed for bear. You must, absolutely must, be as concerned with solid as you are with savvy.

Why?

Because, and this I promise, the recipient of your thought leadership platform--be it a client, prospect, partner, press or analyst--will love you either way.

They'll love the insights and clarity that you've shared.

Or they'll love tearing it, and you, to pieces.

You think it hurts when someone disagrees with one of your blog posts? Walk in the park. Try having an industry analyst who's not had his second cup of coffee in your face because you were off on one teensy-weensy competitive advantage. 1 little slide out of 100. But even if the following 50 slides are perfect, you've lost the argument and their attention.

(of course this has never happened to yours truly).

So get your foundation, grab a metaphor, build your methodologies, load up on supporting points--both quantitative and qualitative--but poke a lot of holes.

And then ask others to poke many more. It is our job to anticipate objections and, more to the point, squash them before they gain any power.

But here's the great (!) part: if you've done your homework, then it needn't come across like an argument. Depending upon industry + subject matter + competitive environment + audience + delivery vehicle (print, audio, video or in person), you can be very clever, not combative. You may even be able to fit in a story ;-).

Personally, I prefer the delivery to be as entertaining as possible...lord knows I've had my fill of dry arguments. Take Business School, while highly valuable, that was basically one very long, very dry argument. You literally fight for your degree.

I'll say it another way, so long as your platform is sound and solid, you can be creative and innovative.

But it's very easy to tell when a company is using creativity to compensate for a hollow or half-baked platform. And you want your audience laughing with you, not at you. All told, developing a thought leadership campaign is the best time you can have arguing.

(Save maybe a spirited political debate with friends over beer and burgers.)

'Twas not the vampires that killed Buffy after all (just a bunch of blood-sucking lawyers )

A few guilty pleasures I enjoy in life.

One of them is the annual Buffy midnight Sing-a-Long in NYC's West Village at the historic Waverly Theater (it's a sing-a-long because a special Buffy episode was a clever musical).

It's like the Rocky Horror Picture Show...except it's Buffy The Vampire Slayer.(My post from last year's Buff-fest is here.)

But this year I won't get to go. (sad face)

First, let's get the usual question out of the way (long-time readers of the blog know I'm an avid fan).

"Um, you watch Buffy, as in that vampire slayer chick, CK?"

Yes, Buffy as in Buffy the Vampire Slayer TV Series. But the show was never really about vampires--you had to be a viewer to understand--it was about smart story arcs and complex characters. (Don't believe me? Ivy league Oxford University has run classes and written theses on how brilliantly complicated the series is :-).

So why won't I be going singing this year?

Because Fox went and rained on our musical parade and deemed us breaking the law. To be sure kids, there were no illicit drugs or debauchery at this event. (I know, damn.) There were a few vampires, though. But they were very nice; some of them even gave me candy and demon finger puppets.

All told, it was a mix of ages with people from all over the tri-state area who didn't necessarily have much in common. No matter, we came together to share a tremendous experience--and from a marketer's viewpoint, you couldn't manufacture a better brand opportunity.

For a retired series, no less. But no more.

According to CNN: "The TV show didn't exactly die when the show and its demon-fighting heroine went off the air three years ago. Driven by a fiercely loyal following, fans put together the sing-along event, a la "Rocky Horror Picture Show," where people turn up for midnight screenings of a musical episode of the show, often dressed up in costume as their favorite characters.

That all came to an end this week when the studio that owns the rights to the show got wind of what was going on. Lawyers for Twentieth Century Fox Television, a division of Rupert Murdoch's News Corp., told a licensing company that had given the green light for the sing-along events that it had gone beyond limits of the show's licensing agreements.

The event's organizer, Clinton McClung said he had sought and received a licensing arrangement from Criterion Pictures for the events, but Alexander said those permissions went beyond what Fox allowed.

Now, McClung has had to cancel a costume party later this month as well as about 10 shows in theaters around the country as a result of the cease-and-desist order. He said he has already taken the sing-along event to 15 other cities, where it has mainly sold out."

According to Fox: "There are plenty of legal ways for fans to enjoy Buffy, but this particular event is not going to be possible at this time."

According to CK: I understand there exist licensing laws and policies (which, again, the organizer had worked to clear). But I also understand how a show is nothing without its fans..and now you've ticked-off those loyal fans, and chosen a very poor choice in wording. With shows sold-out in multiple cities and with your army of lawyers--um, and publicists--you could have figured out something (even Universal came to their senses and caved last year).

And what Fox needs to understand is that by virtue of holding these events, the fans produce:

• After-market revenues: These fans keep a show that has been OFF THE AIR FOR SEVERAL YEARS high in the hearts and minds of fans old and new (read: we buy more DVDs and crap because we still love the series...these events make us remember just how much and we show our love by, you guessed it!, buying more of your crap).
• Fan WOM to promote NEW shows: Fans who unite often ask, "Hey, watcha watching to fill your Buff fix now that the show is off the air?" (read: those fans promote other media properties of YOURS while at these events. Yup, a highly sought-after "engaged" audience who trust each other's recommendations happy to recommend more of your shows).

So this move by Fox produces (1) bad publicity, (2) bad blood (had to go for a pun!), (3) exudes bad business sense and (4) makes no brand sense.

As for this ticked-off fan, I will buy no more Buffy crap from Fox. I'll just make (illegal) copies from the friends I met at last year's event and prove myself a deviant.

And to Clinton McClung, I say: you rock for all the work you put into this. I know it wasn't a moneymaker but a passion of yours, and we fans heart you for it. And this marketer is so proud of you for taking it to the press (NY Magazine interview with McClung here).

PS: Want to see fan armies in action? Just look at all these posts saying how "Fox hates its own fans," "What a great way to lose future fans," and "Lawyers are evil" (at least for once they're not saying that about marketers!). And there are hundreds more spewing disgust for the studio. Monumentally stupid move. You can sign the petition right here.

In search of: a tall, dark and handsome BtoB community

Folks, for some of my own research, I'm searching for some BtoB blogs/Wikis/whatnot that facilitate a community around a particular subject matter, industry or expertise. The focus of the subject matter matters not...so long as it's a BtoB focus and so long as it features a community of writers and readers.

For example, The Daily Fix is a good example of a BtoB community site with many professionals from various companies--versus blogs by one author--contributing posts and holding conversations all in one "place" on one many facets within the marketing profession.

The sites can be sponsored by companies, organizations or a handful of passionate individuals and, again, the subject matter doesn't matter--be it finance, farming, technology, real estate or the automotive industry--so long as the site has multiple contributors and commenters that focus on a particular industry or expertise.

BtoC need not apply.

(Thanks so much ;-).

This is the best that the best city on earth could come up with?

I'm very let down with the new NYC campaign (the spot is below, RSS readers go here). I don't understand what "This is New York City" is supposed to convey. I certainly understand what "The city that never sleeps," "The Big Apple," and "The city at the center of the world," communicate.

But "This is New York City" doesn't say anything. In Spanish it translates to "Welcome to New York."

It's a platform that's blah, blech and boring.

And NYC is none of those things.

You know what's great about this city? Where to start...the energy, history, culture, savvy, vibrancy and diversity...just to name a few attributes.

And these are all very real.

Yet, as you can see in the spot, the tourism bureau has animated it so it looks like a theme park (a really bad theme park at that). They put wings on the Chrysler building (wtf, is it supposed to be Big Bird?) and Lady Liberty looks like a big dork waving at you. Lady Liberty is majestic, not a moron. I'm not sure what to make of that bobblehead Yankees pitcher. Yeah, let's give the Red Sox another reason to laugh at us.

At least when tourists come to the city they can say "It''s even better than in the ad!"

And you don't hear that a lot.

To think of all the advertising brilliance this city boasts and comes out with this.

So if you're ever wondering what $30 million dollars will get you in NYC, now you know.

Sorry world, as a New Yorker I take the mediocrity to heart (another thing about this city is just how much heart it has...which is why the "I HEART NY" slogan will always convey NYC). Come visit this great city I call home and you won't be let down ;-).

Using opposite sex to tip favor for same sex

Yesterday, the "Let California Ring" advocacy effort launched this spot (it's below, RSS readers go here) and this website. The hook? It uses heterosexuals--not homosexuals--to appeal to the hearts and minds of its target audience as it implores, "What if you couldn't marry the person you love?"

After all, the target audience for this spot isn't homosexual (they already have their support).

"What we wanted to do with the commercial is to put people in [a same-sex couple's] shoes metaphorically, to show what it felt like not to be able to marry the person you love," Mr. Kilbourn, policy director of the Equality California Institute, said.

Mr. Kilbourn said polls show between 42% and 46% of Californians already support allowing same-sex couples to marry. "The purpose of the campaign is to push us over the tipping point."

Using heterosexuals is smart since people need to personalize the problem and make it a "What if it were me?" scenario, instead of it being an "us" and "them" issue. Being they're focusing on a bride, I see this spot appealing far more to women. And I like the clever "Let California Ring" platform. I also like that they're featuring a ring for people to wear in support of the effort, it hits the point home well (and bracelets for causes have become overused).

To be sure, this spot is geared to those on the fence. Because no amount of clever advertising is going to successfully challenge long-held beliefs, not in the near-term anyhow. But since this is a close gap in California they don't need to engage 40% more of the voting population, they need 10%-15% more.

Let's create yet another strategy. Alternatively, we could just do our jobs.

This just in: "A study conducted on the trustworthiness of sources used to make purchases found that consumers rated word of mouth highest." This just in, too: "In the US, more than 9 in 10 respondents to a survey said that a friend's recommendation was the most important influence when it came to buying a product or service."

Did we ever really think that people trust communications from brands--brands that are trying to sell them something--more than feedback from friends, colleagues, people with like needs, strangers even...that are NOT trying to sell them something?

This is the first implication from the analyst: "In all these studies, word of mouth has more of an impact than traditional forms of advertising."

Yup. And the kicker? It always has.

WOM is as old as the hills, it's just that we didn't have as large a group to query because we didn't have these online tools. And we didn't always have the ability to type "Product Name + Sucks" into a search engine to see real feedback from real people who've really used the product.

And here's the second implication from the analyst: "Having a word-of-mouth marketing strategy is becoming essential for marketers."

Oy.

Please, oh please tell me that we understand that a WOM Strategy is a MARKETING strategy. If you do your marketing right--create value, innovate one helluva product, target the right prospect, differentiate well from competitors, create clever marketing programs, take care of customers after they've bought from you--then it follows that customers will be more prone to say great things about you and refer others to you. Be that talk online or in real-time.

Or they might not say anything.

Which is a heck of a lot better than talking badly about you.

To put it scientifically, what we've got here is a cause-and-effect situation. The cause is good marketing. The effect is positive WOM. Or less/no negative WOM (companies detest bad WOM more than they love good WOM, and for good reason).

The takeaway?

We don't need another strategy. We need marketers to do their core jobs. Which means LESS time strategizing on how to get people to say what marketers want them to say, MORE time listening to what they're actually saying (about your product or a competitive one).

And optimizing from there.

Why?

Because we don't need ten more strategies. We need ten better products. And because now we're accountable to the world. (That makes this marketer very happy.)

Perhaps I'm wrong and I need to go and create yet another strategy.

Round #4 Book Club "Steals" The Show (free books & free bonus!)

Book Club is back with a read that does a lot of good for just causes...by outright stealing know-how from the big brands (Robin Hood, anyone?). For those of you new to book club welcome aboard (sign-up here); for those returning for another round, welcome back!

Our feature this segment is Robin Hood Marketing by Katya Andresen. In past segments we've covered social media, branding and communications and now, we're turning to the world of nonprofit and cause-related marketing. Which begs a BIG question: how do you motivate people to give money, take action or otherwise advance your worthy cause...amid so many worthy causes?

The answer is marketing. The strategy is stealing. Andresen cleverly created 'The Robin Hood Rules' which 'steal' savvy from the winning formulas--that sell everything from socks, cigarettes, even mattresses--to show nonprofit marketers how to use the sophistication of the big guns. An insightful interview with Katya and a chance to win one of 50 author-signed books is right here.

Did I mention that everyone gets a free bonus? Yep, in this book club, everyone gets something. Thanks to leading social marketer, author and blogger Nedra Klein Weinreich for generously compiling a 20-page "Quick Guide to Saving the World" that details the social marketing mix, gives a review of Robin Hood Marketing and features a bevy of social marketing resources spanning blogs, websites and online publications. Go here to get it.

Well, what are you waiting for? I've given you a great book, an insightful Q&A with the author, a cute little hero in Robin Hood, a chance to win one of 50 free books and a free bonus for everyone. What's a woman gotta do...dress up as Maid Marian? Get on over there! 

PS: If you are new to my blog and are wondering that the heck this banter over books is about, you can go here for info. on our current segment or here for an overview (but if you've already signed-up for the Book Club you don't need to sign-up again and yes, you're eligible for a free book).

Listening: the proof is in the "process"

The last couple days I've been writing on the role that corporate blogs play in this space and the many rules of the road that companies need to grasp before diving in (it's not nearly as easy as it looks).  Which brings me full circle to social media processes. See, the companies and clients I've been talking with are talking a lot about tools. Next to nothing about processes.

Yikes.

Not all companies need to be blogging. But all companies need to be listening. After all, a key value proposition of social media is that it gives companies the ability to identify new markets, new opportunities, potential risks and needed improvements.

But the blogosphere can't give companies any of these benefits if they're not listening. Yet telling companies they need to listen--while all well and good--is pretty darn nebulous. It's like telling companies they need to be good to their customers.

That's why we need to be telling companies to instill processes specifically for:

Monitoring conversations. This cannot be a bot that merely generates results when your company name is cited. You need smart humans who understand what types of conversations are relevant to your current or future initiatives. And many times the important conversations won't even mention your company, but a competior. 

Monitoring the space for new blogs, bloggers and brand advocates. I cannot stress this enough: do not only follow the so-called A-List blogs or big names in your industry or markets. Remember, fads and trends always start on the fringes and...only over time...make their way to the mainstream.  Plus, you might be overlooking brand advocates simply because you're not paying attention.

Assessing when companies should touch and when they should only look. This is a case-by-case, convo-by-convo basis if ever there was one. Sometimes it's important to voice-in on a conversation, debate or discussion. But many times it's better to let the market discuss while you listen and learn. Consumers want to be heard, but don't want to feel like companies are meddling or trying to control their opinions.

Identifying opportunities to improve products/services, innovate new product categories and increase market share. It's best to view the blogosphere as a huge R&D think tank. Since the feedback is unbiased--save "pay for posts" or blatant attempts at getting companies' names mentioned--companies are afforded a vast (and free!) research vehicle. But companies need smart researchers who understand what feedback, and patterns thereof, signal opportunities and gaps.

Exploring the "next big thing" (and then the next one). Discern hype from hope on new technologies, new applications, methodologies and buzzwords. Sometimes the next big thing is just the old thing wrapped in new words (this happens all the time), and other times these technologies are worth investing time and budget in.

Scrutinizing marketing tactics. I'm a big fan of innovating but I'm also a fan of learning from others. Companies need to scrutinize new promotional programs and tactics, even ones that might not have been leveraged in their respective industry. Some blogger outreach programs have done well, others have failed miserably. Find out which and why and benchmark best practices from this information.

While these processes apply to all organizations, the way companies will implement them will vary. For some organizations these processes might be conducted by the marketing department. For others, these processes might be better suited for the research team. Or the company may already be spread too thin, or lack the needed competencies, and need to hire new professionals or retain a service provider.

But ultimately the responsibility rests with marketing. Because information is just that and a big part of these processes--and realizing their payoff--is moving from information to intelligence.  After all, the whole point of companies instilling these processes is to help shape their strategies, plans, communications, R&D efforts, budget spends, customer service practices, even promotions. 

net/net: if you want to determine whether or not a company is a good listener, just ask about their processes.  Oh, please correct me if I've overlooked any process above (I wouldn't want to be a bad listener).

Wanna pass the 2.0 Go? You don't need $200. You do need a guide.

I've just come off a couple weeks where I've been fielding a lot of calls and emails from colleagues--who work the "corporate" side--regarding the blogs they're launching for their companies.

Seems everyone wants to be 2.0 by 2008.

I've worked on corporate side almost as long as I've worked on the consulting side and I understand these end-of-year mandates. Being I have a blog and they need to launch one, they have a lot of questions. And, like any human who's already overworked and overextended, they want easy answers.

But this space ain't easy. And I don't want to say they're asking the wrong questions--they just don't know the right ones to ask. How can they?

So here's my advice: If you're a company that's looking to "join the convo" you need a guide. (And it need not be me.) Whether it's an agency, full-time hire, contract employee, new department or consultant, do yourself a BIG favor and get a guide who truly understands this environment.

Why? Because I've worked in traditional, I've dabbled in direct and I've a lot of experience in interactive (1.0). But social media is its own animal. It comes with a huge learning curve--especially if you're representing a corporate entity. There exist too many places to miss out, fall flat or flub when you're launching a corporate blog.

And you'll be doing it all in public.

See, personal bloggers can get away with trial and error. They're human to us and hey, humans make mistakes. But consumers are far less forgiving when a corporate entity misses the mark. Because companies are not so human. There are myriad pieces of the puzzle that companies need to grasp, like:

• It's about trends not tools.
• It may be a new environment but it rests on age-old principles (2.0 is a lot of 101).
• Consumers distrust companies more than ever (and for good reason).
• For companies, this space is about listening not leading. Most of what you need to be aware of won't happen on your own blog.
• You need to be thinking psychographics not demographics. And you definitely need to be thinking "communities."
• Within conversations on other blogs, companies need to understand when to jump in and when to leave well enough alone (just because you're mentioned doesn't mean you're "invited").
• Speaking to audiences on a blog is not like an ad, brochure or sales slick.
• You really need to have a strategy about the content you'll cover on your blog. We have enough press releases.
• Bad feedback can be really good...if you really know what to do with it.
• Some goodies do not go over so good.
• When your markets give you action points they're doing you a favor.
• Companies cannot "create" evangelists. Companies can only create great products--and provide great customer service--that encourage WOM/evangelism.
• Not every company needs a blog. Sometimes it adds noise, not value. And sometimes the corporate culture won't support the transparency and openness needed. But every company needs to be using the superior listening tools that 2.0 provides (thanks to David, Geoff and Nathan for helping me clarify this crucial point).
• There are processes, not just blogs, that need to be implemented so that companies leverage the the rich feedback, ideas/opportunities, gripes and comments they receive on their blogs and, more importantly, the feedback on other blogs. I'm hearing a great deal about "social media programs," I'm not hearing about the processes that support them. (This bullet requires its own post. UPDATE: I posted on processes here.)

Probably most important is this: without learning these things and instilling these processes, you're putting your company at great risk...but by not leveraging social media you're putting your company at the greatest risk.

So do pass go. But not without your guide. Sorry friends, I know you wanted easy. But that's the best advice I can give you. Plus, I needed to make it easier on me and just have a post that I can point you to ;-).

PS: I'll likely add to the points up there; I'm sure I've missed several.

Never occurred to me.

Note: I've closed comments to this post. Hope that's OK.

When you experience a life-changing event such as loss, you...or I should say I...didn't really think. I just did what I could to get from moment to moment, make it through the whopping amount of tasks thrown at me, work to honor the magnificent person I had lost and really work to make some sense of it all. Still am.

I can't even begin to tell you what this community did for me. It's nothing short of incredible and I still don't have the right words with which to thank you. I likely never will.

But what happened to my blog was that it went from a marketing blog to a full-on momma blog. For many weeks. And you were so patient with me. 

Now, back to the "no thinking" part. It didn't occur to me that the category of posts that I had created would live on and be threaded throughout the search engines. Um, duh, right? Again, I wasn't thinking.

I was too busy feeling.

Sure, I knew I was looked to as a marketing blog, but I didn't know that my posts on loss would help many grieving people. Incredible to me, really.

I've had several people that I've never known--nor will ever really know--reach out to me and thank me. Every week I get traffic from people searching google for information on "loss", "loss of mother", "support for a friend who's lost a mom" and so on. I've spent some late nights emailing with women whom I've never met but were preparing for their eulogies the next day. I've had a funeral home cite my post to show how people can hold a celebration of life instead of a "funeral" (I still can't imagine honoring her spirit any better than a day filled with more giggling about the good times than crying about the sad times ahead) and I've had other sites want to share how people can dedicate a tree to a lost one.

I've had people thank me for suggesting some good reads as they're still grappling with loss years later. And others thanking me for giving them a new idea to help heal.

Many who aren't even grieving just love that this blog is dedicated to her.

I'm so glad those posts are helping others. But it just never, ever occurred to me that people would be looking here as they make their way through loss. I guess it's because those posts, unlike my other posts, weren't written for an audience--and certainly not from an expert perspective. They were just written to help me (and writing about her felt like the only way I could talk to her).

There are a lot of resources to read on loss and grief, but maybe it's also helpful to hear it from someone who's just working their way through it. Not sure; like I said, I just really wasn't thinking about it at the time.

Please name me 3 corporate blogs that you regularly follow.

Being that I keep asking my colleagues and friends this off-line I thought it high time I bring it up online. Do you folks follow corporate blogs?

Cuz I don't.

I mean really follow them. Like, can you name 3 company blogs that you read every single week?

Cuz I can't.

Even offerings I'm "engaged" with I don't follow.

Take TV shows that I like. I don't go to the TV Network's blog.

I follow independent fan blogs.

I won't follow celeb magazine blogs.

I follow independent ones (yes, reading trashy stuff about trashy celebs is a guilty pleasure of mine).

The closest I come to a "corporate" blog is reading The Daily Fix. I find that to be a marketing community though, since all the bloggers there are contributors. I did a quick search through the 100 Top Blogs and the only company blog I found was for google (you have to send email in order to comment).

And when I want to buy a product? I don't got to a corporate blog for information. I go to google and technorati and type in the respective "Product's NAME + SUCKS," and that leads me to customer reviews that give me insight on whether or not to buy a product (yes, I also type in product "NAME + AWESOME" :-).

Am I saying companies shouldn't have blogs? Nope. But in this economy companies need to Listen. Not Lead. And they need to "join the conversation" when they're invited and when it's appropriate (this doesn't take strategy so much as common sense).

So what's the implication for companies?

Create exemplary products, services and experiences that your customers will want to buy, and maybe even want to talk about. Use social media to focus your energy on listening to what they're saying, not what you're saying.  And listen to what they're saying about competitive products, too.

Then act upon that feedback to...you guessed it!...create more exemplary products, services and experiences.

Companies should still launch blogs and provide easy ways for customers to voice-in. But companies needn't be as concerned with their "social media strategy" (Web 2.0) as with their core marketing processes (Marketing 101) on how in-tune they are to their markets' preferences and purchasing habits--and how aligned their products are on these fronts. Be amazing what they'd learn and how much they'd lower their risk, simply by listening. Instead of leading.

Becuz it's all too apparent that the leading blogs aren't sponsored by companies.

But do please tell me if you follow 3 corporate blogs. Or even 2.

A lot of our Africa-centric marketing is (way) off center. Lucky for us, we have Kofi.

Kofi Annan is both a new friend and a new read (no, not THAT Kofi Annan). I'm not sure how many of you readers know of his blog but I'm really benefiting through it.

Why?

Because he's teaching me so much about that which I know so little (I find that to be one of the nicest things anyone can do for another).

Covering African style and business trends, his blog is also teaching me about advocacy initiatives and, most important, how to get our African-aligned marketing right.

Why?

Becuz we're getting a lot of it really, really wrong. (For some very basic reasons.)

Take that t-shirt up there--it's just one of the business-meets-advocacy efforts his clothing co. put together. According to that initiative's site:

"The Bling is Dead project is a part of the Demand Details! initiative which encourages a global community to demand details from the diamond industry. Details about the sale history of diamonds and details that will ensure that the diamonds we purchase do not support wars in African nations. Through key programs and partnerships Demand Details! gives Annansi Clothing Co. customers and the public at large the proper tools and facts to make educated decisions about purchasing diamonds while pushing retailers to become more responsible in their business practices."

Efforts that push for more responsible business practices are music to my ears. But Kofi's blog has many facets. Here are some of my favorite posts so far:

Celebs visiting Africa "effect"

Mud-faced African Advertising blunders

Telling the story right by starting with the best storytelling medium (movies)

On the website he just launched Kofi says, "The future of design and innovation lies in emerging markets." I agree...but would add "emerging markets AND emerging mediums."

PS: That's a pic of me with Kofi, Carolyn and C.B.