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Monthly Archives: January 2010

Online Marketers are Wimps

Posted by under Marketing, Marketing Strategy

Don’t bother telling me I’m wrong about this, because frankly I just don’t care.

Media is numbers.

Numbers are predictable and can be forecasted, they can be manipulated and influenced.  Yeah that’s right, I said it.  It’s all about samples and segments, products and offers.

Phew… now that I have all that drama out my system, let’s move on.  Media and furthermore all of marketing, is about people; Real, fleshy organic beings that ate breakfast this morning while surfing the web for the latest headlines.  We are all people, we’re all the same, we all hope and dream.

True, media and marketing may be summarized by numbers, but those are not symbolic of inanimate objects.   Each impression and follower is a real person.  Each interaction is an opportunity to connect with those people, to promote your brand in their lives. I know this is marketing 101, but after working with hundreds of agencies and thousands of folks in those agencies, I can honestly say this fact is lost.  If in the end marketing is people, and people are sustained through relationships, they key to marketing is to sustain relationships, right?  And if a relationship is a give and take, an interaction with various degrees of intimacy, shouldn’t marketing comprehend that relationship and its variety?

Truth is, marketers, it’s much easier for us to rely on numbers than it is to connect to people.  It’s as if there is an inherent risk in people, too dangerous to build a multimillion campaign around.  Nah, the campaigns are built around numbers: impressions, clicks, tweets and a million different three letter acronyms.  I’m guilty as charged, just like most of us.

But don’t fear and fret, friends.  The future is people.  And as I shamelessly plug our un-wimpyness, it’s only because I really believe we’ve recaptured the relationship in media.  We’ve introduced a tool capable of turning display into a true medium for brands to build relationships.  That’s right, display can be a give and take conversation, where each consumer has a voice that they can communicate directly with the advertiser.  To be able to understand that a customer is not just represented by a click and impression, but rather by a story which marketers can use to offer the right product at the right time is finally possible on the internet.

Marketing is all about people.  Let’s stop relying on the wimpy numbers and focus on real people.

Autonomy. Mastery. Purpose.

Posted by under Management

I just finished watching Daniel Pink’s (@danielpink) lecture on what really motives people.  It’s a packed 18 minutes of YouTube glory, but I want to chat about a few points that really stuck with me.

Incentives only work well with mechanical tasks- That’s right, commissions and bonuses mean nothing to people working on abstract tasks and solving problems.  Wow, talk about punching a hole into just about every salesman’s balloon.  When you first think about it, it might seem completely obtuse, flying in the face of our beautiful free-market capitalism.

But after listening to Dan a little longer, it starts to make sense.  Adding a little to his lecture, my take is pretty simple.  It’s not just about the money; people need to believe when                they spend 8 hours a day, five days a week for decades working on something, that they are working towards a greater cause.  It’s gotta mean something, not just to the worker but              to the World.

“Management didn’t emanate from nature.  Management is not a tree, it’s a TV… someone invented it, and it doesn’t mean it’s going to work forever.” This one is sure to make disgruntled employees around the world thrust their fist in the air in defiance of their overlord managers.  But don’t get too carried away because the implications of not being managed may not be evident at first take.
It’s pretty simple- you’re going to have to think for yourself.
Yup, that’s right.  No management means you have to figure out the problem, not wait for someone to tell you what to do.  If we’re all honest for a minute, we’ve really gotten comfy with other people making decisions that we are cleared to not care about and f-up.  Yikes, a zinger there, but… deep in your soul search, and find it true you will.

Fedex days- You have 24 hours to work on anything you want.  Only catch, you have to deliver something at the end of those 24 hours and present it to the company.  Maybe a new code, develop a flash game or maybe “get your creative on” a process that sucks right now, it’s totally up to you.  He claims 50% of Google’s innovations come from days like this, where their super geeks are able to let their mind run wild and not be confined by the cage of the everyday.

Next post will be about how this can be applied to a marketing company- agency, technology, advertiser or random guy tweeting allllll the time (uuuhhh… I didn’t mean me!?!?).  Stay tuned, feels like this framework fits well into our industry.  In the meantime, feel free to send across any ideas you may have.

Michael Scott Could Use Social Media

Posted by under Marketing, Marketing Strategy, Social Media, spice, Uncategorized

I’ve been speaking with a bunch of small business in the past couple weeks, all of which say something along these lines, “I just don’t think I can use social media to grow my business.”  It got me to thinking about the real applicability of social media to positively impact any enterprise.  Could a company as awesomely messed up as Dunder Mifflin effectively leverage social media?  The paper business, like many businesses, is based on repeat sales and long standing relationships.  Most sales are not made overnight, with significant legwork by the Dunder Mifflin team to develop and cultivate their scarce leads (sound familiar?).  Let’s give this one a shot…

  1. Kelly could for sure use a Twitter account.  @DunderSupport?  Perfect.  She could interact in real time with clients that may be having problems with their order, or a rude salesperson.
  2. Likewise, they could establish a Dunder Mifflin Twitter sales account that they could use to scourer the twitterverse for those diamond in the rough sales leads.  Dwight could obviously use a unanimous name, or something about bears, beats or mythical beasts.
  3. The Michael Scott YouTube channel – Oh yeah, just think about the content they could come up with…   Michael Scott’s Tips to Saving Paper and Helping People with Disabilities?
  4. The entire team could blog about important issues in the paper industry.  Is there a “green” paper that is coming out?  When are beets in season? What is Dunder Mifflin doing to help energy conservation?  Any fun parties in Scranton?  How to master crossword puzzles?

So Dunder Mifflin could interact with less than satisfied clients in real-time, foster new leads and create relevant content that people in their industry, both clients and prospects, could consume.  In the end they would increase their digital footprint, and when someone searches “paper supply” in Scranton the amount of content about Dunder Mifflin would fill the search results.

Now the real question is, if Dunder Mifflin could pull if off, why can’t you?

A few easy ways to make money with Twitter (like, today)

Posted by under Marketing, Marketing Strategy, Social Media

Yes, it’s true.  Twitter, is generally just a bunch of people rambling on and on about pointless topics.  Maybe they are in the grocery store, bored at work, or frustrated by the newest piece of technology.  At its very core, Twitter is the random, unstructured and unrestricted postmodern flitters of thought expressed in 140 characters or less by millions of users.

But in the midst of all of the clutter and “noise” so to speak, is an absolute gold mine of information from real people in real time.  The raw openness of people to express themselves and their interests provides a great platform from which a company can engage with people at the very moment they’re interested; now enter the making money part.  I’ve shared a few examples below how I’ve been successful in cultivating leads and building relationships that lead to revenue.

1. Search and you will find- Every industry and segment have specific buzzwords that are indicative of their universe.  For me, terms like “ad server” or ”behavioral targeting” are specific enough to my industry (and product), that anyone who would use those words are folks I want to connect with.  Also try looking for your company name, competitors, products and specific benefits to try and find the people that are tweeting.  It’s easy to download a twitter client (like Tweetdeck), that can help streamline this process.

2. Engage and interact-  This is truly the hardest piece of the puzzle.  You can’t take a traditional marketing and sales message that applies to the masses and simply plop it into Twitter.  First of all, you’ll sound like you don’t belong.  Messages need to be tailored to the individual “tweeters” and promote a dialogue.  Talk with tweeters, not simply to them.  Secondly, you only have a limited amount of space and unlike traditional sales outreach methods, Twitter will allow you to be more cheeky and less professional (and stuffy).  Keep it casual and light, offer solutions and the ability to talk through problems, and people will generally respond at a much higher rate than traditional outbound sales methods (at one point my response rate was 87%!).

Like my previous post, keep social media social.  Regardless if you can do business with the folks you’ll connect with, keep in touch and become a part of their lives.  Build the relationships today that will lead to revenue tomorrow.

Here’s to a really great 2010.