Posts Tagged ‘social media mistakes’

Why Are You Making Easy So Hard?

Wednesday, November 4th, 2009

Communication isn’t what it once was.

Do you remember when people would cut phone calls short because it was “long distance”?  My dad still does it, BTW.  Now that that’s not a factor, here’s a bigger question for you:  Why are there still people who are reluctant to go digital?socialisbetter- rotary iphone

Think about it in terms of history- the pony express was replaced by the telegraph.  The rotary phone was replaced by the touch tone.  They were replaced because the newer technology made things better.  Of course, that concept rings true no matter how far you go back.

There’s more computing power in your phone than there was in the first space shuttle.  And all the things you can do with it make your world better, easier.  Sure, better and easier get exploited by people all the time.  Spam was around before it was called spam.  But we don’t have to fall into that trap- spammers prey on the uninformed.

And this is the information age.  There’s no reason to be scared of your computer.  That’s because the more you know about working in the digital space, the more you can do.  If you go the other way, you’re stuck with, “Well, this is a long distance call…”

Learning is easier than ever.  The tools are easier to use than ever.  Communication with thousands and thousands of people is easier than ever.  The only thing that makes it hard… is thinking that it is.

Marketing Failure

Wednesday, July 22nd, 2009

I read the word “transparency” what I would quantify as a lot of times each day.  I see examples of it less than that.  Here’s a good one that explains what transparency doesn’t mean.fail444456-thumb

I think that what good marketers mean when they talk transparency is different than a  warts and all approach.  In other words, don’t put everything you do online.

Making your entire process available digitally isn’t transparency.  Let’s face it- that information is going to be edited and selected and weeded.  That’s behind-the-scenes.  Interesting maybe, but not transparent.

Instead, deal with mistakes. Talking openly about that kind of thing is attention grabbing and sticky.

I’ve written before about how much I like the Heath brothers’ Made To Stick, because it breaks marketing ideas down into their essential components. In a way, it turns language to math.  It works great for understanding mistakes.

-Businesses that openly dissect mistakes are doing something unexpected, because not many businesses are doing it.

-They’re using a concrete idea -a mistake- that everyone can identify with, one that hooks into people’s memories.

-They’re credible; what’s more honest than admitting you were wrong?

-They’re emotional, because mistakes are ultimately linked to the people that make them.

-Mistakes tell stories, which are memorable.  Comedy, for instance, is all about failure and mistakes.

Everyone makes them.  It’s unavoidable.  Sooner or later, process of elimination, it has to happen.  It will happen.  Here’s an example of what I’m talking about…

Michael Jordan Failure

Marketing a mistake is mental tai chi, I think.  It uses the audience’s natural resistance to marketing against them.  It’s winning people over through honesty.  To me, that’s really appealing.

Recent mistakes? I’m going to work on letting fewer typos slip  (I know- Me?  Typos?  It’s true.)    You?

3 Reasons Why Your Social Media Marketing Will Fail

Saturday, June 20th, 2009

Using social media marketing for the wrong reasons always fails.  Unfortunately, businesses that try to channel it to “shout” at prospective customers are becoming more and more common.

People get fixated on shiny objects (“ooooo another place to advertise!”).  That mindset need not apply.  And yet they do, over and over again.

Here are three reasons why that will fail…

Misunderstanding the Purpose
Yes, Dell is selling their product, primarily through Twitter, to the tune of more than $3million since 2007.  A lot of money right?

Did you know that Dell realized 12.3 billion U.S. dollars in revenue for the first quarter of 2009?  Dell Outlet, Woot!, and others are “successful” in using social media, particularly Twitter, to sell – examine their business models and it starts to make sense.

They make money through social media – albeit a fraction of their total gross.

Scott Monty, head of social media for Ford Motor Company, stated recently at Blog Potomac, “I am not online to sell”.

Take a lesson from this: Educate, build trust, and the sales will come.  But you can’t be there just to sell.  It doesn’t work that way.

Unwillingness to Participate
So you would like to incorporate social media, but you don’t want to participate? Seriously?

Implementing a social media component is not a “set it up and let it work” strategy. It takes time. It takes effort (this is an operative word). It requires participation.

Are you actively monitoring the social landscape? How does it relate to your company, products, services and competitors?  Are you inviting input, asking open-ended questions, engaging (yes, cliche. I know) those that are discussing relevant topics?  That’s participating.

Unrealistic Expected Outcome
If you’re expecting social media to create a tidal wave of business, you are mistaken.  It should be a part of your marketing plan, not a replacement.

  • Social media is not a panacea.
  • Social media is not going to fix the economy.
  • Social media is not going to make up for poor unique value proposition, poor customer service, or sub-par products.

Business owners that complain when social “isn’t working” likely don’t care about how it works to begin with.  What they’re trying to accomplish is something different from social engagement.  Unfortunately, they’re probably not willing to figure it out.

Social media is a powerful tool, yet clearly is not for everyone. If it’s not for you, the sooner you realize it, the better.