CK's Blog

The BIG Shift

Recently I met with a group of professionals who don't work in the technology sector and are just starting to dabble in social media (or perhaps it's more accurate to say they were just starting to dabble in the idea of using social media). The group I was speaking with were curious about all the buzzwords and hype they keep hearing. More to the point, they needed to better understand how these technologies affect them and their specific business environments.

As I explained to them, what we’re witnessing, and navigating our way through, is The BIG Shift.

While this shift is bolstered by technology--both Web 2.0 and other tech innovations--its effects cut across all industry sectors, be they professional or consumer. You see, Web 2.0 technologies are remarkable because they shift content creation and control from marketers to their markets. An unlike all other media, people, not profit-driven companies, fuel the growth of this space. In this era, consumers aren't waiting on companies to "get it" or get on board. Nope. Empowered by these tools consumers are fully equipped to move ahead all on their own.

From influencing the purchasing decisions of people located all over the globe... to building active communities and establishing mass movements... our markets are now leading us.

Via these technologies we're now able to reach more of the world, so geographical borders are of little relevance--with the voices of the so-called little guys reaching (and influencing) many the world over. Equally compelling, while technology levels playing fields and make for a world that’s more “flat,” the global connections and relationships that these innovations enable make for a world that feels, and seems, much smaller.

Keepin' the "social" conversation real (talk show segment)

I've discussed how social media gives brand managers an unparalleled opportunity to foster more 'human' communications and build relationships with customers, prospects and brand advocates. So it's my pleasure to be able to discuss... as in actually talk!...the subject in a talk show segment with Toby Bloomberg and Valeria Maltoni, two colleagues I highly respect and count myself fortunate to also call dear friends.

Here are the details:

The tools of social media (blogs, Twitter, Facebook, etc.) were created for people to keep in touch with friends and family, not to promote the latest computer or coffee products. But can marketers have authentic conversations with their customers?  Yes they can... so long as they understand how, follow the rules and avoid the risks.

In this show, host Toby Bloomberg, fellow guest Valeria Maltoni and I will discuss how to hold conversations that build relationships (not ruffle feathers), the hurdles that today's marketers face in holding real communications (and how to overcome them) and a host of best practices and examples.

• What: Keepin' The Social Conversation Real
• When: Tuesday, June 23rd, 6-6:30pmEST (note: the show will likely run a bit longer)
• Where to access: Go here to access the show
• How to dial in with questions: just call 718.508.9924

Come join us if you can... or you can always access the show after. Oh, and do keep it real ;-).

Web 2.0 Rule #2: Focus on creating Brand ROI, not here-today-but-gone-tomorrow "Brand Buzz."

Note: This post is part of a current series for B2Bs and B2Cs that explores 10 (essential!) Rules That No Marketer Should Pass The "Web 2.0 Go" Without. All posts in the series are archived here. In this post we illuminate:  

Web 2.0 Rule #2: Focus on creating Brand ROI, not here-today-but-gone-tomorrow "Brand Buzz."

I'm seeing a lot of brands seeking buzz--and I'm seeing a lot of companies and consultants promising it. What I'm hearing A LOT less of is talk about results (or, ROI). It’s sorta like… actually, it's exactly like… when the commercial Web debuted in the 90s and companies were seeking “eyeballs.”

Hey, eyeballs are great but if they’re not attached to your target market--meaning, those people who will buy from you now, will buy from you in the future, or who will recommend to others that they should buy from you now or in the future--then they’re just eyeing your site, not buying your product.

This sounds pretty darn obvious, eh? Yeah, I think so, too. But you would be amazed at the multitude of contests, videos, sites and promotions that my fellow marketers and I witness daily that were obviously concocted with the sole goal of "generating buzz."

And we do buzz about them...

... for one whole day. 

(But I do not think the things that we say are the type of buzz that the companies were aiming for, though.)

Web 2.0’s growth is fueled by REGULAR PEOPLE, not profit-driven companies. You'd be amazed how many professionals do not understand this fundamental principle--so please tell all your friends.

Other media, through their offerings and services, target regular people, but social media is comprised of them. In fact, Web 2.0 is the only set of media that places the dynamic tools of creation and communications in everyone's hands.

Sure, twitter is growing by leaps and bounds. But even more extraordinary, as pointed out in last week's Time article, is this:

"In short, the most fascinating thing about Twitter is not what it's doing to us. It's what we're doing to it." (The exact same thing applies to Facebook and other platforms.)

More to the point, when companies launch Web 2.0 initiatives the success of them rests on whether they can engage enough regular people to contribute to their platforms, and tell others to get involved with them. Those audiences might be consumers or professionals but, I assure you, they are by and largely regular people.

And, as I've said again and again (and yes, again):

The story is not that social media enables us to connect to the world. The story is that, given access to one another, the world is now actively connecting (and swapping stories).

Regular people. The vast majority of them using FREE tools. To freely voice their likes, dislikes, rants, raves, passions, preferences, pain points... and, yes, a lot of what they're doing/eating/watching on TV at that exact moment.

Think of it this way: just as there would be no television networks without programming created by studios and no magazines without columnists and reporters, there would be no social media if not for the people using these tools to (1) create, innovate and share content and (2) building communities and networks around their interests.

So where we needed CBS to fuel broadcast TV, Life Magazine to fuel print magazines and Amazon/eBay/Google to fuel Web 1.0, we need the everyday tweeters, diggers, MySpacers, Facebookers, commenters and bloggers to fuel social media. Ergo, unlike all other media, every day folks (regular people) don't just consume this space's content, they create it... and in turn, power this space.

Now, will companies lose money in this space? Yep. Many will falter at their first attempt and a bunch of offerings will never get off the ground. But this notion of a "Web 2.0 bubble bursting and dying!!" would mean that people, like, millions and millions of them, would suddenly *poof* burst--and worse, die. 

Web 2.0 Rule #1: When diving into Web 2.0, mind your (Marketing) 101.

Note: This post is part of a current series for B2Bs and B2Cs that explores 10 (Essential!) Rules That No Marketer Should Pass The "Web 2.0 Go" Without. All posts in the series are archived here. This post kicks-off the series with:

Web 2.0 Rule #1: When diving into Web 2.0, mind your (Marketing) 101.

Web 2.0-- aka "social media"--is more than a set of new technologies. Conversely, social media heralds an entirely new era that puts customers in control because it places dynamic media tools within everyone's reach (not just marketers).

And in making the tools of marketing, communications, distribution and creation freely available to everyone changes things. A lot. As a result, this new environment turns many marketing practices on their head, with many companies scrambling to keep up with consumers.

But even though many best practices have changed in the new era, age-old marketing principles absolutely have not. Value creation, positioning, messaging, targeting, segmentation, differentiation and other principles apply as much today as ever (if not more so).

While Web 2.0 tools might be "one-click easy", your marketing efforts are far from simple. Because just as with ALL of your other marketing efforts across ALL other media, there's an extensive amount of work involved in planning, launching and maintaining your social media presence and programs.

And how well you execute on age-old principles will directly equate to how well your brands fare in this new environment. Don't look for shortcuts here.

10 (Essential!) Rules To Pass the "Web 2.0 Go": A 10-Part Marketing Series.

(Please note: all posts in this 10-part series are archived here)

As more of my work extends to and involves social media, one thing I find is too many companies entering this space before they’re truly equipped with the essential know-how they need to succeed in this space--be that know-how a needed change in their mindsets, in properly planning their initiatives or within their marketing practices.

These gaps in understanding make perfect sense given that these media have not only ushered in a new set of tools, but an entirely new set of trends. I frequently tell my clients that they'll learn so much of the Web 2.0 terrain once they're participating in it... but that they have a bunch of learning to do first.

It’s not that I want for brands to stay on the social media sidelines--quite the contrary, it’s that I want them better prepared before they jump in the game. Because results and relationships are what we're after. And, let’s face it, this space already has so much noise (and too little signal) and our markets need marketers who place them first.

Marketers, welcome to the 'New Transparency' (and if you think that means "full disclosure" then you're missing the full story).

In the Web 2.0 environment, when companies are marketing with social media, you’re bound to hear the word “transparency.” And you’re bound to hear it a lot. Thought leaders exclaim “Transparency is critical!” because people appreciate honesty. Actually, they downright expect it.

For example, if an employee from a company that sells, say, trucks, start participating in online forums that are discussing trucks and the employee starts chatting up how a specific truck (that their company manufactures) is the greatest thing since sliced bread, but the employee doesn’t disclose--nor does the employee make it obvious--that he works at that truck-manufacturing company, then the employee has not been transparent... because he has not been up front about his truck-promoting agenda.

And that’s a BIG no-no (both online and offline). Further, by not disclosing any product bias or affiliation, it not only reflects poorly on the professional, but far more so on the company for which the professional works. It's a rule that all companies should abide--because when we disclose there is no deception, or question thereof.

Plus, if you don’t practice transparency in your communications, you’ll eventually, and many times quite quickly, be “outed" for not being transparent, since you did not fully disclose your position or agenda in your marketing programs and communications. And this is when controversies, backlashes and boycotts ensue, which place the reputations of both brands and companies at great risk. It's simply not worth the negative consequences. To be frank, it's not even an option for companies worth their salt given it's so highly unprofessional.

But that is not where the implications of transparency in this new era start and end. Nowhere near. The 'New Transparency' is not limited to employees (and promotional representatives) disclosing their professional affiliations to brands, it extends to users disclosing their personal experiences and perceptions with brands--and doing so in front of your entire brand audience.

Want to master high-tech marketing? Start by going really low-tech.

Over the past three years it has been a sheer pleasure to write this blog and, more so, to learn from all the brilliant minds who publish so many great blogs. In so doing, I'm afforded the advantage of participating in a dynamic professional community that is constantly teaching me new ideas, remarkable insights and breakthrough methodologies. I even learn new ways to tackle age-old problems.

And in an economy based on sharing--with its fervent exchange of ideas, expertise and knowledge--my learning curve is constantly at full tilt as I'm gleaning so many different views and viewpoints. I grow, and my work grows better.

But even in my avid personal use of these media, and in my use of them professionally, one thing I know for certain is that nothing... not a single thing... can replace the value received through hands-on, face-to-face training.

No amount of books, blogs, conferences, e-conferences, ebooks, checklists, podcasts, position papers, Webinars or Web tools can equate to the level of impact that on-site instruction and professional guidance yields.

(And if I’m wrong on this premise? Then not only am I owed a whopping sum of cash back from college tuition fees, but business school owes me a mountain of money back, too.)

A book doesn’t answer you. A blog might not be able to answer you right away, or address the specific challenges you have at that moment. A conference is a space where you are but one in an audience of many. And during a podcast, you can’t interrupt the professional to clarify a complex point... you can only rewind the podcast and hope that you grasp that point when listening to it a second time. Or a third.

Oh the things those (fear!) demons make us do. The only thing more dreadful? The things those demons make us NOT do.

I've come to the realization that I'm not a marketer. Or maybe I should say I'm not only a marketer. Over the years, my role has evolved into 2 parts marketer + 1 part guide + 1 part therapist. 'Twas not intentional. But it's certainly called for in these disruptive times.

Because in transitioning companies to social media requires my tapping into all these roles. Why? The short answer is: fear of the unknown. Marketers now find themselves in uncharted territory that's defined by change and rife with ways to falter.

And hey, that's scary stuff.

You see, Web 2.0 (aka "social media") is more than a set of new technologies. Conversely, social media heralds an entirely new era that places customers in control because it puts dynamic media tools within everyone's reach. As a result, it changes so much of what marketers have learned up until now--and has companies of all shapes and sizes scrambling to keep pace with consumers. My how things change, and quickly so.

Exciting times? Definitely. An age that's ripe with revenue opportunities? Most definitely. Scary era for marketers? Definitely x infinity!

So while the marketer and the guide part of my role helps me teach companies the opportunities and best practices, and facilitates the necessary shift in their mindsets, the therapist part of my role is laser-focused on their fears. Because fear tends to make us not act, instead of take action. And we want companies to be proactive in their use of these new tools, not paralyzed by their fear of them.

Thus, it is here where we let the (fear) demons loose. Oh if only I had the budget to stream some CGI graphics where I could simulate demons encircling the room... maybe one day.