CK's Blog

Got me some (marketing) moxie, baby!

Happy to announce I'll be making monthly contributions over at TalentZoo, in a column called "Marketing Moxie" (though I didn't name the column, I find it quite fetching ;-). I am in good company alongside such contributors at Tim Brunelle (Tim's first article is here).

I enjoy writing at other places because it gives me a chance to reach more people, which means an opportunity to spread the message. So, the question becomes...what message do I want to spread in my first article?

Well, first I want to stay ever mindful that 99% of people still haven't ventured into this space known as social media--so, I want to ensure I'm starting at the beginning. And, second, in a time where the majority of Web 2.0 coverage focuses on consumers’ use of the medium, I'd rather reflect feedback on its myriad benefits for business audiences.

Plus, third--and most valuable--if I'm if I'm going to voice something I'd just prefer sharing many "voices".

So I decided to share what so many within the marketing community find of value (because a lot of people sure do want to know why we go to all this time, thought and trouble). For those new to social media, or my blog, who might not know of the collage I created from the poll I did back in 2006, the vast and varied responses are worth a look.

Check out the article here. Or, head straight to the collage in PDF format here ..or view it in rich media format here. (please note: Page 1 of the collage captures the “keywords” but full responses are listed on pages 2-5.)

And Thanks to Ryan Watkins at TalentZoo for thinking of CK for this content opportunity--and for giving me some moxie :-).

For a "WHALE!" of a time you best be registered by 02.15.08...or this ship sails without ya.

One last reminder that if you want to be at the one-of-a-kind, only truly all-"social" event for marketing bloggers happening on April 4th-5th in New York City...you need to be registered by 02.15.08 (and you need to be paid by that time, too).

While some very smart bloggers have asked, "Why does registration end so early? Don't you know that LeWeb 3 in Paris allowed people to register until the last minute?" I say: Thank you for comparing this oh-so-humble event to bigger events but that is like comparing Moby Dick to a very determined guppy (we would be the guppy). This 0% profit event runs 100% on community funds (0% corporate sponsorships) and requires that we secure hard-to-book venues that require headcounts (or else we lose the venues and our deposits).

You can do the full weekend for $350 or the "Saturday night special" for $200. All information is here. That said, this event--which is actually 3 events over a weekend--is planning festivities both on land at at sea. Yeah, it's all sorts of cool.

And speaking of cool, so far we have marketers from Australia, Europe, the U.K., the MidEast, Mexico, Canada and every U.S. timezone, so why not you? To be sure, as with Jaws, so too with Blogger Social...we're gonna need a bigger boat.

Wanna "see" whom all will be there? Well if you haven't seen it before, here's the official video, with more faces to be added soon. Yep, it's all sorts of cool too, as that's how we marketing bloggers roll.

Indeed, nothing is sacred from sponsorships (ugh)

Full story here

While backlash has resulted in this Florida School pulling its deal with McDonald's to sponsor student report cards--and I understand that printing and mailing costs can be difficult for the school--the marketer in me shakes my head.

Is nothing sacred when it comes to sponsorships? Apparently not.

To be clear, it was the school that called on McD's for the sponsorship, not vice/versa (this is not a post scolding McD's for hopping on an opportunity). But concerned parents voiced-back with 2,000 calls of protest. McD's will still cover the cost of the printing but will pull any references to the company (which is a smart move).

So I gather the school administration said, "We're too broke to cover $1,600 in printing fees of 27,000 report cards so let's be innovative like marketers and leverage a sponsorship!"

Ugh.

To be sure, there's innovation and then there's pollution. And there are lines that should not be crossed. Get truly innovative and figure out online systems for delivering report cards (go green!), or charge parents extra for printed report cards...but don't turn report cards into advertising vehicles.

Why? Because a school is not a commercial entity (it's filed under "academia") and because once you cross that line it won't be long before you can no longer see the line.

Hey, but at least the kids that made all As and Bs are entitled to a free happy meal--so there's a terrific example for the school to be setting. In a time where it is estimated that 1 out of 3 U.S. students won't graduate high-school, I'm willing to bet that a happy meal ain't gonna do the trick. (Ugh, indeed)

PS: And the reason that so many countries will justifiably continue to kick the U.S.'s butt for decades to come? It won't be outsourcing, immigration or otherwise my friends, it will be that we continue to fail our kids in the very core area of basic education. But at least they can work at McDonald's...which gives a whole new spin on the term "Fast Food Nation," eh?

Of past (content) lives and (CK's) epiphanies...

Before I wrote this blog I penned (occasional) articles on best practices.

Yes, there was a time before CK had a blog and it was known as the time from my birth...until 2006. It's still hard to believe that I've been without a blog for much longer than with one.

The articles were aptly labeled "CK's Epiphanies"...since I'm CK and ckEpiphany is the name of my business (um, get it?).

This collection of articles were written between 2002 and 2005, and all the best practices still very much apply...but they do not focus on social media (because, again, before 2006, CK wasn't focused on social media). They focus on wide-ranging topics like strategy, messaging, budgeting and more.

I've had several readers ask why I don't promote them so they're now available on my siderail. It's best to just think of them as "vintage CK." I mean, I'm still CK--albeit a few years older--and I still have epiphanies (albeit they span social media along with marketing 101). Plus, I still very much fancy the "CK's Epiphanies" title so, who knows, I might just resurrect them one day. Or I might not. After all, it's best that (future) content lives remain a mystery.

Here is a list of some of the articles and their topics (and they're also housed here):

• Myths that Miff Me (Top 10 List)
• Is Your Market A Mystery? (focuses on analysis)
• A Tell-All on Trends (how to discern between trends, fads and countertrends)
• Are Your Budgets "Puzzling" You? (a two-parter with a fun puzzle)
  
• Back to (Messaging) Basics
• The 3 Ps of Branding
• Some more epiphanies are located here

As with all of my content, be it present, past or future, there is absolutely no pressure to read them. But they're yours for the taking should you fancy an epiphany (or two).

Love me, Buy Me, Trust me...and while you're at it, Riddle Me, too.

We marketers sure ask a lot from our markets.

We're asking for attention (their time). We're asking for money (a percentage of their disposable income).  We're asking for loyalty (more of that disposable income).

We're asking for love ("please-oh-please buzz about my amazing product to all of your WOMmy friends!").

And we're asking for people to consider a new way ("Don't buy that one, buy THIS one!").

We're also asking for commitment ("Of all the good causes, THIS should be YOUR cause."). And we're also asking for much trust ("You can trust us, because we deliver with quality and care.")

Geez, we're high-maintenance when you think about it.

Yep, needy people are we.

So riddle me this: What is--or are--the most complex and difficult "things" we're looking to attain...of all that we're looking to attain? While time and money are tough for sure, it seems changing habits and dispelling long-held perceptions (be it about a brand, company or cause) are the toughest of the toughies.

But this riddlin' fool might be wrong. What say you, oh high-maintenance marketers?

PS: Thank you for your time, trust and thoughts. (I'll wait until next time to ask for money).

Shutting up is such a great strategy (who'da thunk it?)

I've written a lot on listening. In fact, my number one piece of advice to any marketer, be it for online or offline efforts...whether focused on BtoB or BtoC audiences...in entertainment, electronics, energy or other industries...has been, and will always be, this shiny gem:

Listen to your markets, it's amazing what they'll teach you (if you let them).

You see, listening guards against our number one issue as marketers (that issue would be 'myopia'). And while we don't have a pill to cure myopia, processes dedicated to listening help very, very much.

Then came social media.

But that practice didn't go away.

Nope, it just became that much easier because it gave us the ability to create new listening processes--and it gave us the opportunity on a silver platter. For free. Yep, all of this rich information and insights actively (and freely!) circulating around us, all of it just waiting for smart marketers to do what they do best: turning market information into actionable marketing strategies.

After all, the true value proposition of social media for companies is that it gives them the ability to identify new markets, new opportunities, potential risks and needed improvements.

So, having penned about the practice of leading by listening several times now, I went one further-- and created a downloadable PDF on why listening processes are needed, what to listen for, and why. It's helpful for my prospects, clients and colleagues. And since I'm sharing it with them, I want to share it with you (it's accessible here).

Hey, thanks for listening to me...and most especially, for listening to them.

"Um...I don't think I'm going to be any good at this." (How I was pressured into marketing by 60 women)

Wanna know how I figured out "marketing" was to be my livelihood? It's embarrassing being it involves a sorority.

READER NOTE: A lot of negative perceptions surround "sororities" and "fraternities", and for good reason. First, they make a hell of a plot for a horror movie--so they're "bankable" in the entertainment biz. And second, a lot of them--depending upon university and members--can be very elitist. But the one I was involved with was a strong, supportive community, nothing like you see on TV. But if thinking that makes this post more interesting...go for it!

So I'm in college, in my sophomore year and my sorority is electing the next year's "Executive Committee". They're voting on different positions like President, Treasurer, etc. And they come to me as I was elected for some odd position titled "Membership."

To be sure, I did NOT nominate myself, nor did I really care such a role existed. I was enjoying my studies, crushing on college boys and loving everything about the undergrad experience, save the food.

And l reply, "You want me to be a 'Membership Chairperson'?" You need to understand, this was a role of honor, and it carried quite a bit of responsibility. And another thing to understand is that the women in charge of delivering this news were the "Seniors" so of course we looked up to them...after all they had two more whole years of college experience than we did (in college, two years is a lifetime being it's only a four-year experience).

And they explained, "You'll be in charge of creating all the programs to bring in new members; like all the events for rush week, our annual retreat, and the formal event."

And I'm looking around the Executive Suite that was plastered with huge composites of the last 50 years' of graduating classes--yes, this part was exactly like you'd see in a movie--and I'm thinking, "How in the hell am I gonna get out of this one? Are they on drugs? Is this a joke? Nothing...not a single thing...about this is good."

And then they said, "All the members have agreed it's the right decision. So you'll be in charge of marketing us!"

My concern in answering them was not so much the time commitment; I was 19/20 at the time so I had tons of energy. My concern was that I was going to be in a position where I had a responsibility to "create" things. What's more? While these were supportive friends, I promise you, be you male or female, you do NOT want to deal with the wrath of 60 ANGRY women if you screw up the membership role.

Especially being you live on the same campus with them.

So I went back to the committee a few days later, full of nerves and explained, "I am so sorry, I know this is an honor...but, um, I don't think I'll be any good at this."

And they explained,"We're not at all worried, you'll do us proud!"

And that's how it happened. All of a sudden I was tasked with this odd role and responsibility.

So that's when and how I figured out that I could actually "do marketing stuff." More to the point, I learned that I loved doing it. That said, I guess if they had elected me Treasurer I would have wound up an accountant.

PS: Yes, that is me in my sorority picture beaming like a total geek. Excuse the big hair but we were just coming off the 80s (taken in either 1989 or 1990).

Calling all New York City "Cloverfield" Midnight Movie Meetups (01.18.08)

Marketing-related posts should resume in the near future but right now I am seeking NYC meetups for the 01.18.08 MIDNIGHT opening of "Cloverfield". I wanted to thread this in the search engines as I've found a lot of talk on the movie but not anything on where people are meeting up for it.

So if you've stumbled upon this post--and know anything about meetups or which NYC theaters are running midnight screenings-- please let me know details (thank you).

(readers: Cloverfield is a sci-fi thriller movie that has a lot of Internet buzz behind it--mainly because it's a J.J. Abrams film and he is, among many things, the creator behind the ABC hit Lost so he's amassed a loyal fan following.)

I understand that it will be a manic midnight opening on Friday (which is actually like Thursday night) and I'm game, but I don't know which theater will be airing it--or where people are meeting beforehand. 

Folks, if you ever get the chance to go to a crazy movie opening like this, I highly suggest it. Besides feeling like a kid again, it's so much fun to holler for a couple hours with total strangers. I saw the Snakes On A Plane movie on opening night, the Buffy midnight musical and the midnight opening of Star Wars III, and all were an absolute blast (and I'm not even a fan of snakes or stormtroopers).

As you can see from the movie poster above, NYC gets demolished--including Lady Liberty's head. I really love Lady Liberty and just wanted to say that.

PS: Actually, taking me to Cloverfield is my x-mas gift from my pal David Reich, who, at the time, didn't know that he'd be going with me at midnight...but that's what friends are for ;-). Trailer is below (RSS and email subscribers, please click through to the blog to view).

Apparently, there will be debauchery and human bonding. (Um, how fast can I sign-up for this shindig?)

You smart and fetching marketing bloggers write the darndest things about, well, everything. That's part of what makes this conversation so rich. But when it comes to Blogger Socials, you just can't make this stuff up.

Take these snippets from today:

"I almost can't believe I haven't blogged about Blogger Social '08 yet.  In 90 days (to the day), marketing bloggers from around the globe will descend upon Manhattan for a weekend of rabble rousing, drinking and debauchery (at least, that's how the event was pitched to me) -- will you be there?" (Greg Verdino)

"Blogger Social - where bloggers are getting social WITHOUT the pretense of bogus conferencing, ideation or nonsense. Simple human bonding. New York City. Awesome." (Lori Magno)

"Talking about good news, the countdown has begun for the much awaited event of the year - Blogger Social 2008 from 4 April to 6 April at New York." (Arun Rajagopal)

"A WILD gathering of some of the brightest and most personable individuals you'll ever meet in one swash-buckling weekend!" (Mario Vellandi)

"Australia, Oman, Italy, England, Belgium, Canada, USA... many countries will be represented, making the event a rich and unique human experience." (Mindblob/Luc)

"But now, thanks to a monumental effort from the Blogger Social Organising Committee, the dream is close to being a reality." (Gavin Heaton)

Hey, if you folks are as good as your reviews, next year we're going to Big Screen. What? You think I'm not serious?

For all information please go here (and go there by 02.15.08) and here's our cool video again (cuz it's filled with such cool people). RSS/email subs, you know the drill...click through to the blog to view the piece ;-). See ya at Social.

See you blogging beauties in 90 days--but you get a preview TODAY!

Guess what? It's 2008! Oh, you knew that already. Well then, guess what happens in 2008? Blogger Social, silly.

And guess what else?

It's only 90 DAYS AWAY!

I could go on (and on) about the myriad reasons you should be attending, but, instead, I'll let this video--featuring everyone who's attending--tell the tale instead.

Just push play on the video below and "Let us take you there." Please note: the deadline for all registrations is absolutely, positively February 15th, 2008. And if you want to see a collage of all who are attending just click on the graphic up above to view it much larger.

RSS/email subscribers, please click through to the blog to view the video (it's worth it!).

Big thanks to Mark Goren for his help with making this video and the above collage. All information on Blogger Social '08, including registration is available here.

Please promote this on your site and, for those who have registered, we'll be sending out hotel recommendations via email in the middle of January so you can book your rooms! We encourage everyone to stay as late as they can on Sunday since, besides the 3 events, you'll have time to form your own meetups on Saturday morning, Saturday afternoon and all day Sunday!

Want to know who all those blogging beauties are?Attendees so far include: Susan Bird Tim Brunelle Katie Chatfield Terry Dagrosa Matt Dickman Luc Debaisieux Gianandrea Facchini Mark Goren Gavin Heaton Sean Howard CK Valeria Maltoni Drew McLellan Doug Meacham Marilyn Pratt Steve Roesler Greg Verdino CB Whittemore Steve Woodruff Paul McEnany Ann Handley David Reich Tangerine Toad Kristin Gorski Mack Collier David Armano Ryan Barrett Lori Magno Tim McHale Gene DeWitt Mario Vellandi Arun Rajagopal Joseph Jaffe Rohit Bhargava Anna Farmery Marianne Richmond Thomas Clifford Lewis Green Geoff Livingston Kris Hoet Connie Reece CeCe Lee Jonathan Trenn Toby Bloomberg Seni Thomas Darryl Ohrt Debbie Weil Joe Kutchera Paul Dunay

This is not surprising (sadly). But it will surprise a lot of (myopic) marketers.

Not the happiest survey results to report on as we begin a new year, but, the way I look at it, these findings give marketers a clear set of action points to get cracking on in '08.

According to the CMO Council:

"Despite an increased emphasis on their customers, most b-to-b technology companies continue to fall short in meeting customer expectations, according to a study released this week by the Chief Marketing Officer Council.

The online study, conducted in the last six months, took the pulse of 1,000 top b-to-b technology buyers, IT marketing and customer relationship executives and their channel partners.

According to the study, 56% of vendors perceive themselves as being customer-centric, but only 12% of customers agree.

(I think we can all agree that 12% statistic is deplorable. But my concern is that 56% figure, since the implication is a lot of myopic marketers.)

"The study also found that more than 30% of customer respondents said they would terminate relationships with companies that fail to gain their trust; 62% of would scale back existing relationships; and 7% would no longer consider the vendor for future business."

(I talk trust quite a bit here--and how it directly affects the bottom line. Sadly, most companies don't understand how tough and expensive trust is to earn back...until they've already lost it.)

"More than half of customers surveyed described their relationship with vendors as "dependent and captive," "struggling for common ground" or, in the worst scenario, "combative and adversarial."'

(Which adjective up there do you find most alarming--captive or combative?)

I'm going to make an educated assumption here: it's not just BtoB technology buyers that feel these levels of dissatisfaction. I've worked BtoB a lot more than BtoC for the last 7 years and one of my sticking points is when a client wants to claim the "trusted advisor/trusted partner" role. I'm always asking how they can prove that--and how their customers view them. Many times they're grasping to tell me customer feedback, so maybe '08 can be a return to the basics of listening to and working with customers...because with a 12% approval rating, there's much work to do on some very basic fronts (talking Marketing 101 not Web 2.0 fronts)

CMO Council's website is here (and thanks to them for compiling the report.)

PS: Two ways to guard against myopia are to (1) listen to customers and (2) interact with customers through initiatives such as Customer Advisory Boards (which I'll write on and videocast on in the coming weeks).