Archive for March, 2010

One of the things I love most about my line of work is the insider’s glimpse I get into a variety of business models and modes of operation as I help companies hone in on their brand, get clear with their messaging, and reach out to prospects and potential customers with effective tools.  Sometimes the view is a tidy, happy one…and sometimes it’s anything but.  And all too often, companies make mistakes that directly damage the brand they have worked so hard to establish.  Here are five surefire ways to do just that:

Be right all the time. I struggle with this myself all the time.  There’s a certain line between conviction and inflexibility that can be hard to distinguish and even harder to return to once you’ve gone too far.  The need to be right, have the last word, get 100% on the test, and bat near 1000 is endemic to entrepreneurs and high-powered business personalities…but it can also be a damaging trait for your brand.  When you need to be right, you close yourself off to information, input, flexibility, change, and evolution…and that can undermine all of the hard work you’ve put into your brand to date.

Plug your ears. It’s scary to put yourself “out there” as a businessperson or as a brand.  “You say social media’s about conversation,” say potential clients.  “But what if I don’t want to hear what’s being said?”  My answer is always simple:  criticism and frank dialogue will happen whether you want to participate or not.  Would you rather be part of a dialogue or miss out on the opportunity to create your own message?  When you plug your ears, you fail your brand by avoiding opportunities along with challenges.

Waffle. There’s something to be said for flexibility…after all, didn’t I just tell you not to close your business off to opportunity?  But waffling is something else entirely.  When you fail to commit to a plan of action, no matter how small, you fail to start on a path toward progress of any kind.  I’ve seen brands that are debilitated by their decision-makers’ inability to make a plan and stick to it…even a tiny plan with plenty of flexibility built in.  Let me put it this way:  if you’re busy waffling, your default mode is “on hold.”  Do you really want to convey that to your customers?

Play it safe. Yes, the economy sucks, yes, your customers are a finicky, picky, and easily-offended bunch.  But why do you think companies like Crispin Porter + Bogusky and the brands they represent are on top while many other agencies have faltered in a tough economic environment?  Like their in-your-face tactics or not, CP+B exemplifies a fearless approach…a commitment to find ideas that resonate and then make them stick.  If you’re too afraid of your clientele to even try out a message that’s anything but ordinary, you could be compromising your brand in an insanely competitive environment.

Lose your values. The number one mistake I see in businesses of every size is failure to recognize and adhere to a set of core values and tenets.  When you lose sight of your company’s values, you have nothing to translate into your brand identity…nothing to stick to, nothing with which to differentiate yourself, and nothing to stand for.  A quick values check before committing to any plan, approving any copy, or making any business decision can go a long way towards enhancing your brand.  And looking the other way while your values go buh-bye is a great way to flush your brand’s integrity and uniqueness down the toilet. – Erin

Welcome to the last installation of Social Media Week!  Hope you’ve enjoyed this look at common misconceptions about social media.  Today’s myth is similar to when your childhood friend claims, in doomsday tones, that if you swallow your gum, it will take seven years to digest…the dreaded Myth of the Fatal Flaw.

The myth goes something like this:  the Internet is forever!  Google is king, and can ferret out every word I’ve ever said and every action I’ve ever taken!  Hence, there is no point in engaging in social media, because it puts me at too much risk for permanent reputation damage and exposure.

Not so.  True, consciousness of the fact that social media is sticky and searchable is absolutely key if you’re going to be blogging, responding, and conversing with others.  But blame the user, not the medium, for imprudent use of social tools.  Having a Facebook account or a Twitter handle isn’t carte blanche to insult, flame, and badmouth everyone in the world.  What it is (and this is way more scary) is a challenge to be authentic and transparent, to balance what you make public with what you choose to keep private, to choose your words carefully and well.

The world of social media can seem like a jungle full of screeching baboons and lurking hyenas (wait, do hyenas live in the jungle?  Oh well, let’s continue with that simile anyway.)  But being in the jungle doesn’t mean you can’t be savvy…or have fun!  To stress over every word because you know that users travel in packs and express their opinions loudly and often is to lose the entire point.  Just as it’s not here to save the day, social media isn’t here to expose your every flaw. And you’ll be amazed again and again by the generosity and grace offered by your fellow travelers…if you’re willing to fess up to your mistakes, own your words, and take responsibility for your actions.

Myth busted:  savvy self-expression is the name of the game…and mistakes happen. Free-wheeling, fast-moving social tools are what you make of them…and they’re just begging to help you test, play, make mistakes, evolve, and be real. – Erin

Thanks for returning to Social Media Myths Week, where the misconceptions are as plentiful as rumors of Bigfoot.  Today’s myth is a pervasive one:  The Myth Of No Time.  That’s right…that rumor you’ve heard that social media will take your schedule hostage, ruin your life, and beat up your mom in the process.

From whence this myth?  Part of it is pure overwhelm:  the streaming, 24/7 nature of social media can be a big intimidator (and big turn-off) to people used to safe, static emails or voice mailboxes.  And while, like any other business or marketing function, social media is useless unless firmly put in its place, it’s not a time-suck by default.  In fact, social media can SAVE you time (isn’t it easier to put out a query in 140 characters than to make 40 phone calls?  not to mention the time saved with invited, not interruptive, marketing that goes directly to your audience by choice instead of praying they’ll see it).  Part of the time-waster myth comes from the misconception that social media is the realm of gum-popping, Justin Bieber-obsessed MySpace tots (it’s not:  in fact, 55+ is the fastest-growing social media demographic, and users over 30 are becoming more savvy and more connected every day).  But far too many use the excuse of time to mask their fear of operating in a space that’s all about grassroots, real-time transparency…and miss out on a great low-cost marketing tool in the process.

Myth busted:  Just because social media is streaming doesn’t mean you need to get sucked down the river on a consistent basis. There are ways to keep boundaries and use social media effectively without spending hours and days browsing and chattering.  It’s all about goals and balance:  asking yourself what your goal for any tool is and devoting the appropriate amount of time to its use.  After all, consistency and conversation are the only rules of social media…and you aren’t going to die if you let the river of content flow by every once in a while.  For some tips on approaching social media with strategy and preventing the dreaded time-suck, visit my post on social media sanity at FolkMedia.  And put things into perspective:  when viewed as a tool like any other, it becomes easier to put social media in its place in your calendar and in your life.  Choose to devote your social media time to quality interactions and the consistent building of seductive, relevant content and it will be time well spent.

Welcome back to Social Media Myths Week!  Today we’re covering a myth that becomes even more pervasive as individuals flock to social media in droves.  It’s The Myth of Quantity over Quality, and it’s one of the biggest controversies I know of in “the field.”  The myth goes something like this:  “If only I get X number of followers, I’ll start to get more business” or “X has Y number of followers, she must be more credible than Z.”  Whoa, Nelly, not so fast!  Contrary to popular opinion, quantity does not denote quality.

Does having a sizable audience matter?  Sometimes.  It’s all about your goals.  Here are a few observations about the quantity over quality conundrum:

For some, there is a baseline threshold of what constitutes credibility.  For example, some people will not follow someone they don’t know (italics important) who has less than a certain number of followers because it shows them that few people have chosen to devote their time to that user.

Followers are cheap…and fickle. If you lower the bar to followers or (gasp!) resort to get-thousands-of-followers-quick schemes, you compromise something in the process.  And don’t think that your real followers won’t be turned off by your constant “I got 135315325235235235235 followers in three days…click here to do it too!” tweets…they will, and they’ll leave for a more personalized experience.

Follower counts mean a bigger audience…sometimes. If you have thousands of followers on Twitter, you have a bigger chance of being retweeted, and a RT from an account with a large following means an even bigger potential sphere of influence.  However, if 99% of the RTer’s followers are bots and MLM get-rich-quickers, it probably won’t make a difference. 

“How” is always more important than “how many.” How did you get a follower?  How do you communicate with them?  How do you use social media?  These questions are always more important than “how many.”  A small audience of hand-picked, responsive, communicative, and engaged followers is always better than a huge “audience” of unengaged, uninterested followers. 

Follower counts are just one metric. Clickthrough, conversion, conversation, Web traffic…these statistics should always go alongside follower count.  Allowing follower count to trump actual results is extremely shortsighted…the equivalent of letting your obsession with Nessie (who will never appear) interfere with your awesome vacation to Scotland.

Myth busted:  It’s all about quality. The obsession with follower counts obscures the true power of social media…facilitating conversation and democratizing content creation.  Yes, follower counts are a great way to gauge your social media account, but focus on adding value and creating quality with every connection and you’ll thrive whether you have 2 followers or 20,000.

This week, we’re covering social media myths and misconceptions.  Myth #2 is one of my favorites.  As mysterious and elusive as the Loch Ness monster, it likes to shapeshift into different marketing and business functions.  It’s The Myth of the Silver Bullet, and it’s the bane of businesses everywhere!

Somehow, somewhere, this myth originated from the desperate desire of business owners, boards of directors, presidents, and bosses to find a tool that fits all three impossible categories of cheap, fast, and good.  This mythic tool can bolster even the most lackluster brand, sway even the most lazy and uninterested prospect, and produce untold wealth for all who use it regardless of skill level, budget, or strategy.

You can see where I’m going with this.  Social media’s cheap…heck, even inexpensive.  It’s predicated on lightning-fast communications.  It’s even been used well by businesses big and small!  Could it be the silver bullet you’re looking for?

Myth busted:  Like the Holy Grail, the Silver Bullet just doesn’t exist. Even super-flexible, super-fun, super-sticky-and-now social media tools can’t make up for weaknesses in your business plan, flaws in your content or failure to execute.  Even the most expensive, well, researched, well-planned and flawlessly presented ad campaigns sometimes bomb due to factors large (human nature) and small (one word that doesn’t resonate).  Think about it:  if merely throwing up a few social media profiles and calling it a day could make us all rich, would any of us be reading this blog right now in an effort to improve our brands?

If you give in to Silver Bullet thinking in your business, beware…you’re in for a lot of disappointment.  Does that mean that social media is incapable of providing great value to your business and returning amply on investment?  Of course not.  But reasonable expectations and goals and benchmarks that are tied to larger business goals are key if you’re going to make social media a sustainable, valuable tool in your arsenal.  So do yourself a favor:  focus on the realistic instead of the mythical…and stop placing all the strain on the back of poor social media already!

As a social media strategist and consultant, I run into a ton of myths about social media.  This week, I’m going to bust the most common ones…one misconception at a time.  And so, without further ado, I bring you Myth #1:  The Cookie-Cutter Approach.

I can’t tell you how many calls and emails I get that start out “I know I really should be tweeting…” “I know I need a Facebook page…” etc. etc.  To which I always respond:  “Waaaait a minute.  Not necessarily!” Somewhere, somehow, many business owners got the idea into their head that everyone, everywhere should use every social media tool and that they’re all a great fit for every business.  And that’s a myth.

That’s not to say that an understanding of social media isn’t important…it is.  In fact, anyone who disregards social media as an agent for change, a milestone in the way people communicate, and a harbinger for ongoing transformation in terms of conversation and marketing does so at their own peril.  But that doesn’t mean everyone needs social media now, and it doesn’t mean that every service is a great fit for every company.  There’s a time and a place for case studies, imitation, and emulation, but in the end, no strategy will be 100% effective 100% of the time…and the most effective strategy is always the one you can actually execute.

Myth busted:  There’s no one-size-fits-all approach. In fact, social media strategies should be different from person to person and from business to business and should reflect the unique makeup of your goals, customer base, and capabilities.  You wouldn’t let the masses dictate your business plan or your investment strategy, so why would you allow the “shoulds” and “musts” of the many dictate the way you interact with your clientele?

Stay tuned for more social media myths all week!

As a writer, I’m an observer, an inveterate eavesdropper and peoplewatcher.  Luckily, I get to watch a ton of human interaction both in person and through social media channels and it’s time to address something I feel all too few individuals and businesses grasp:  the idea of value and its correlation to followers and friends.  In short:  you can’t expect to effectively use social media if you don’t give people a valid reason to follow you.

I’m not talking coupons or presents, I’m talking about giving potential followers and friends a reason to get excited about interacting with you.  Maybe you’re an expert, or have a wacked-out view on a subject that your audience finds fascinating.  Maybe you sweeten the deal with some cool giveaways or give people insider access to a service or realm they wouldn’t be able to navigate without you.  Maybe you’re fun and friendly.  Most anything can give me a reason to follow you…but you’ve got to give me a reason.  Expecting users to devote their precious time and energy to you without offering something real in return is no longer enough.

Let me put it another way:  broadcasting how special you are does not work in the social media realm.  Rather than overtly broadcasting your unique fabulosity, you need to prove it…consistently, reliably, and with heart.

Here are some of my favorite strategies for providing value through social media:

• Connect.  Are you the popular kid, the one who knows everyone and loves to make introductions and connections?  Bring your connector personality to your social media presence and you’ll provide great value for potential friends and followers.
• Direct.  Do you have expertise?  Consider curating content around a specific area and pointing people to the newest, freshest, most controversial or insightful information out there.  There’s power in being a knowledge broker.
• Entertain.  People love to laugh and smile.  ‘Nuff said.
• Engage.  There’s not much incentive to follow someone who never talks back to their followers.  Be willing to demonstrate your commitment to conversation and you’ll go a lot further than if you use your blog or Twitter account as a mere bullhorn.

What’s your favorite way to add value to your social media presence?  Why do you follow others…and why should others follow you?

I was talking to a sales rep at an apple store.  The store is kind of my crack.  Anyway, asking him (as if he knew) why in the world they didn’t include a camera on the iPad.  The funniest answer I keep getting to that question is “Why would you want to take a picture with something that big?”.  I just have to laugh.

Aside from video conferencing, the uses are almost as ubiquitous.  I won’t bore you with the entire list of possibilities, my job is brainstorming, it would be far too long.

The point is why tout a piece of technology as “redefining” how we use technology while putting such severe limits on it.  Why not present the developer community with a piece of technology that allows them to imagine what they could do with it, rather than curse the limitations.

There… that’s my rant for today.  And hopefully Apple will listen to me and when they release the iPad it will have at least a camera.

Expect to see it splashed across all elements of Americana over the next few years.  Denim on denim, american work ethic and a “cowboy” get-er-done mentality.  The twist I am seeing is this approach with an environmental conservation twist.  Gap is now asking people to bring in their old, tired jeans and get money off for a new pair.  They will then turn the old jeans into insulation for houses.  Read about it here. It’s working people.  The tide is shifting from the take, take, take of the culture we grew up with and is now intermingled with feel free to take (buy) as long as you are putting something back, or being responsible with what you are taking.

What does this mean for marketing?  3 tips for a greener marketing campaign:

1. Tie your campaign to a non-profit of some sort.  Our clients have been seeing great success when doing this, and feeling good about what their selling because a portion of it is going back to the community or doing good for the world at large.

2. Consider recyclable paper for direct mail campaigns, or don’t use paper at all.  There are a plethora of ways to get the message out without using paper.  The obvious being email, social media, word of mouth, parties, but a colleague of ours in Minnesota at Element Six is doing some amazing green marketing efforts.

3. If you must insist or need to do a traditional marketing campaign, add some sort of message that points to sustainability, or some sort of green tip that applies to your target demographic.

It’s fun to discover what happens when you start to think outside of the box and put a limits around your campaign.  Most often you come away with a much more memorable campaign that is exponentially stickier.

I don’t think it is a coincidence that we are seeing a plethora of monotone-style designs over the last few years. Simplicity, depression-era styles, a harkening back to our comfort points, denim, cotton, blues faded.  All reminiscent of hard work, pulling yourself up by your bootstraps, a more wholesome time.

What is the recession teaching us?  We don’t need as much stuff, flash, we can recycle, reuse, scale back.  Ralph Lauren is at the forefront of this movement. When watching his Spring 2010 fashion show last fall I saw uniquely American themes emerge.  It was a reminder that we can be as resilient as our grandparents.  That denim is yummy again.

And this seems to be the design that has emerged out of forced budget cuts, looking to save money in any way possible.  Orange on orange, green on green, different shades of gray.  All of this means a 2 color process when printing, instead of a 4 color process.  It means adaptability.  I find I am most creative when I am told to come up with something but I have to abide by major constrictions.  This is how inventions are born and great ideas come alive.