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Archives for September 2010

it has to stop

by Margie Clayman

I was innocently eating my dinner this evening when a story came on about a young man named Tyler Clementi, a freshman at Rutgers. Tyler was 18, shy, a great musician who had dreams of playing in an elite orchestra.

All of those dreams died with Tyler a week ago.

You see, Tyler’s roommate installed a webcam in their room, controlled it from a friend’s room, and captured Tyler in a homosexual encounter. The roommate then opted to blast the video out to the world via Social Media. Tyler killed himself.

If you feel uncomfortable about the issue of homosexuality, consider the story of Megan Meier, who committed suicide because the mother of a high school peer created an account on MySpace, pretended to be a boy, made Megan think “he” was in love with her, and then began taunting her cruelly, telling her the world would be better without her.

As a business person, as a professional, I have become highly involved in Social Media, but there are shadows lurking in this world, and those shadows are gruesome. They are tragic. They are, in fact, abhorrent.

I’ve talked a lot about the issue of influence on this blog. Now is the time to test your influence. After discussing this issue with @MissusP, @Grit08, and @TomMoradpour this evening, we would like to create a “town hall” chat regarding safety in Social Media. At a minimum, we’d like to create a hash tag that would begin to trend to draw attention to these issues.

At a maximum, we would use our combined influence and brains to determine how to make these tragedies stop. Who better than us, those who preach Social Media best practices? We are in it. We are of it.

Let’s make it right.

Please comment below when you would be available for this chat and any names you’d want to recommend for the chat and/or hash tag. Perhaps an existing chat would be willing to lend us their spot since week days tend to be good for people. Remember, in terms of chat names and hashtags, we need to keep the names short so that people can respond and retweet.

Thank you for your help with this. The time is now.

Image by Mateusz Stachowski. http://www.sxc.hu/profile/Mattox

Filed Under: Musings

Why not approach advertising like Social Media?

by Margie Clayman

One of the posts that I highlighted this week in the #30Thursday round-up was a post by Beth Harte about how marketing people and PR people are still trying to “push” using Social Media. Then, today, Chris Brogan referred to how John E. Kennedy and Albert Lasker combined to create the idea of advertising as “salesmanship in print.” Sometimes, ideas collide and create something new.

A little review

First, a brief reminder about some Social Media best practices. Do not use “sell” language. Do not auto-DM sales opportunities. Do not tweet out news releases. Do not blog your selly e-newsletter stories. This is what Beth Harte’s blog post is all about. Social Media is supposed to be about engagement. People don’t want to be sold to anymore. Rather, they want to know why getting that product or service from you is better than getting the same thing from someone else. Your job, as their friend, is to steer them the right way. Sometimes that means you might steer them away from making you money. If push marketing had a polar opposite from Mars, say, this would be it.

“Peoples is peoples”

Even as a thirty-something, one of my favorite movies remains Muppets Take Manhattan. I can’t help it. It’s the muppets, it reminds me of my childhood, AND it has references to marketing. What more could you want, really? Anyway, one of the lines that is repeated a couple of times in the movie is “Peoples is peoples.” That’s what I’m really going to be talking about here in this post. Let me explain what I mean.

We say that you should not push your products or services out when you are using Social Media. You should engage with people, inform, create relationships, and make them literally desperate to form a professional relationship with you. So what a lot of companies are doing right now is concentrating on that, and then they are turning around and placing an ad in a trade publication that has starbursts, big neon pink “buy now” copy, and some cheesy image meant to attract the eye (these are not ads that we have done, just for the record).

This is where I get kind of confused. You approach Social Media knowing that in order to attract customers, especially high quality customers, you need to keep the sales message soft. You want to reach the same demographics, only you’re more targeted, in an industry publication. And so now, those same people are going to be flipping through the magazine saying, “Gosh, I really want to be smacked across the face with a hard sales message!”

I think not.

Peoples is peoples.

Advertising is dead. Long live advertising.

I do not think that all of this means the end of advertising as an entity. I just think it signals how advertising could evolve, meet the era in which we live (despite the strong nostalgic pull of Mad Men), and make a huge comeback.

Yep. I said it. I think that advertising could become massively effective for companies, but you have to play the game the right way.

OK, I can tell that you’re feeling a little faint. Let me back up a bit.

When you are writing a blog, like this one here, you really have no idea who is reading it. Sure, people are subscribing. Some are commenting. You can see who is tweeting it out. But more than likely, that is only telling part of the story. There is also no guarantee that the people involved in all of those actions are the people you want to target as your key audience.

“Gosh,” you might be thinking to yourself. “I wish there was a way to still reach my key customers and prospects while having some qualification to know that I’m in the right place.”

That, my friends, is called advertising.

Now, don’t get me wrong. If you are just placing space in a sort of willy nilly fashion, this idea will not work. You need to have someone that is willing to study BPA audits of publication circulation, compare those numbers with other publications who claim to do the same thing, and make recommendations about what the best place for you would be. Our agency happens to have over 50 years of experience in doing just that sort of thing in case you want to learn more.

Let’s say, though, that you place your ad in a publication that you know is reaching exactly who you want to reach. The next key is to treat them exactly the way you would online. Do not use your ad space to smack people with a sales call when they are looking for knowledge. This is not difficult. You KNOW these people. You customize your products or services to keep THESE people happy and willing to do business with you. You hear from them wherever you go. You know what their struggles are. You know why you can help them.

If you or your company blogs, and if you follow Social Media best practices, you probably spend a lot of time talking about your industry. You talk about problems that might be haunting your customers. They know, because you are transparent, that there is always a soft sell sneaking around in the corner, but they also know that you are offering really valuable information.

Why can’t we do that in ads? Of course you can still have a call to action. Of course people are going to understand on a cerebral level that they are looking at an ad. But why not make it worth their while? Why not make it feel like you are talking directly to them? Why not invite people to your blog OR your website? Why not have a call to action that invites people to carry the conversation further with you on Twitter?

Advertising doesn’t have to die. There’s a cure. It’s called a life-change. It’s called reinvigorating the concept. And it’s all based around the simple concept that your customers are people, no matter how you are trying to reach them. Peoples is peoples.

1st image by Jakub Krechowicz. http://www.sxc.hu/profile/sqback

2nd Image by Stephen Davies. http://www.sxc.hu/profile/steved_np3

Filed Under: Marketing Talk

#30Thursday, Five Means we’re staying alive! :)

by Margie Clayman

I can hardly wait to pull the trigger on this week’s #30Thursday. The reception I get to this project continues to be warm and enthusiastic, but what really makes me happy is that people are starting to catch the fever of sending me posts that they’ve enjoyed reading and writing. Some amazing posts are gathered here. It’s been a privilege to read all of them. I hope you enjoy them, think about them, and learn from them as much as I did!

1. Recommended by @SuzanneVara, and I’m so glad she did: What is the cost of being too efficient or being inefficient? Are we missing good experiences because we’re so hurried? Jason Sokol covers these questions and more. A truly great read!

2. @SueYoungMedia suggests that getting ready to join a chat is comparable to being a helicopter parent. Great post, especially if you are new to chats!

3. @ellenbrown wrote a beautiful post that I’m hoping you can’t relate to on a personal basis. How to keep moving, and why to keep moving, after a major loss. Recommended by @SteinbrecherInc

4. @ar_turnbull wrote a great piece called “Why Marketing.” I dig his perspective. Do you?

5. @jonathanfields wrote a great post about how to target your marketing efforts. “If you talk to the world, you’re talking to no one.” Recommended by @SuzanneVara

6. Showing why everyone loves her, @SuzanneVara also recommended this post by @markwschaefer. What is a friend these days? What is a “friend?” Poignant and powerful.

7. @briansrice of B2C Marketing Insider put together a great post featuring Twitter resources. Take a look and read on!

8. Suzanne Vara left a fantastic comment on post about Klout last weekend. In fact, her comment was so good I told her she should turn it into a blog. That’s just what she did with this mighty fine post about Influence and math. Hope you enjoy as much as I did!

9. My friend @MayaREGuru hit on something big when she tied the Pareto Principle, SEO, and Real Estate together. Check it out!

10. My buddy and #Tweetdiner co-founder @pushingsocial hit it out of the ballpark with this post about why you shouldn’t (and maybe can’t) just blog for yourself. Talk about passion in a post!

11. New friend @cristianisdaman wrote about honesty in PR this past week. I think it’s more about honest listening. Great story with a great perspective!

12. @cristianisdaman also suggested that I head on over to a post by Brian Solis. So I did. Now I’m recommending you head over and read about the Eco System versus the Ego System. Warning: Reading this post will raise your IQ by 17 points.

13. @PamMktgNut wrote a great post about how blaming a Social Media platform for your failings is really not appropriate. I couldn’t agree more. Another recommendation from Suzanne Vara!

14. I really enjoyed this post from @sterlinghope this week. A lot of people say that they are “afraid of this Social Media stuff.” Sterling Hope asks you to use your voice and Be Heard. Great post full of passion.

15. My friend @dwesterberg has been working on a series in her blog called PR 101. I found a post from April about professional photography and why it’s still a good investment. Check it out!

16. My friend @rockinrobync wrote a really stunning post about life, loss, and why we all need to make sure we give a little of ourselves every day. Words to live by and to let guide us.

17. My lovely friend from Montreal, @ExoPoirier,  wrote an excellent post regarding whether or not marketing should be outsourced. He makes a great case for using an agency, don’t you think? 🙂

18. @thevintagemama wrote a lovely guest post for my friend @tommyismyname this week. Remember Mr. Rogers? His advice is so good that it can transcend childhood and older technology to still be relevant in Social Media.

19. @tilakp thought this post from The New Yorker, “Small Change: Why the revolution will not be tweeted,” was worth mentioning this week. I have to say, I couldn’t agree more.

20. New friend @ashleighblatt wrote a great post about filtering distractions and getting productive. If you struggle with focus, this great post is for you!

21. My new friend @j2_whittington wrote a post about getting through that 1st semester of law school – this is what Social Media can be used for at its best – helping other people along.

21. I loved this post by @cspenn. When you ask someone to read your content, you are asking them to spend their time with you. That’s why creating content is a great responsibility. You won’t regret spending time with this post.

22. @BethHarte did a post that captures something that has been on my mind for quite some time (I’m going to blog about it in my own peculiar way sometime soon). Even though Social Media is a brand new tool in a brand new toolbox, a lot of PR and Marketing people are still pushing. Time to update the tactics, folks!

23. @Julien’s post that I enjoyed this week is another thought that has been rattling around in my skull. We are all going into ourselves or, as Julien writes, culturally privatizing. We are no longer sharing technology or sharing in real life. Is that the way humanity is supposed to evolve?

24. My friend @knowledgebishop is co-hosting a new chat! #TCChat (TechComm). Here is the info!

25. The sensational @salamicat wrote a great post about something she (and many of us) are missing. Metabolism! Where did it go?

26. My pal @SMSJoe has a great post about mobile marketing. 12 questions to ask before you dive in. Great stuff!

27. Richard Guha wrote a thought-provoking post over at the MENGOnline blog. How Social is Social Networking? Check out the comic he posted with it!

28. @MackCollier (king of #blogchat) has a very thought provoking post up about how Twiter is growing like a weed thanks to the iPad and smart phones. Interesting 1:1 ratio there, non?

29. This post is from August 19 and I only just saw it now! But @CASUDI, who is my often-times chat friend, really nailed how to get going on chats (and how to end up being an addict like me). If this is something you are interested in, read this post right away!

30. Finally, last but not least, Chris Brogan wrote a fantastic post on how to create a personal brand. Only he could write a post about such a complex journey and make it seem like you could figure it out in five hours. If you’re interested in more information on how to plan and implement personal branding, this is the post for you.

Filed Under: Marketing Talk

c’mon. Vogue!

by Margie Clayman

Have you ever noticed how much complaining there is on Social Media sites about, well, Social Media?

It gets to feel like you’re hanging out with Homer Simpson’s dad sometimes, doesn’t it? Ohhhhhh I have so many people I need to get back to. I have blogs to read. Facebook is such a time hole. And ohhhhh the Twitter. Makes my back ache with all the typing and the chatting.

Does this strike anyone else as kind of…weird?

A lot of people kind of pick on me because I seem to be in every chat ever in the universe. “Don’t you get tired?” I get asked a lot.

My hands certainly don’t appreciate the one tweet per minute I tend to average during a chat, but you know what? I don’t care. Do you want to know why?

It’s fun.

When I think about the people I respect in this crazy mixed up world of Social Media, one commonality strikes me on the head as if I was in one of those V8 commercials. They all enjoy this stuff. Various reasons, sure. But the joy, the passion, the personal satisfaction they get out of doing this stuff is apparent. Look at the passion that my friend Stan (@pushingsocial) talks about all of the time. Or how about all of the passion and love that Suzanne Vara (@SuzanneVara) puts into her posts. Maybe take a look at Sterling Hope (@ambercleveland & @kaywhitaker)  and how clear their passion is in all of their blog posts.

Social Media is a lot of work. That’s true. A lot of us are here because of professional reasons. That’s true. There’s a lot of time and dedication in this particular brand of soup. Very true.

But seriously? If you do not enjoy blogging or tweeting or Facebooking, you are not doing yourself any favors by tweeting about how much you hate tweeting or blogging about what a time investment Social Media is. Nobody wants to read about how busy you are. After all, they’re busy. I’m busy. We’re all busy.

I started noticing a difference in my Social Media reality when I decided to approach it as if it was a virtual extension of the most fun job anyone could ever ask for. And that’s how I still view it today. I enjoy talking to you. I enjoy learning from you. I enjoy helping you out when you’re in a jam. Do I hope that I get to network with some people or companies that I could work with in the “real world?” Of course. But I don’t sign in to Twitter with dollar signs in my eyes. I sign in to Twitter and I say, I wonder if @Dwesterberg is around. I wonder if @ellisvalincomm has posted today. I read blog posts by folks like Chris Brogan and Jay Baer and Trystan Bishop (@KnowledgeBishop) because they teach me and because I have a ball getting a view into their brains.

Are you having fun? You’ve entered the most amazing cocktail party you’ll ever get invited to. You can rock in the fetal position because there are too many people and the music is too loud, or you can get on out here and dance.

You know where I’ll be, right? 🙂

Image by Jereme Peabody. http://www.sxc.hu/profile/peabody111

Filed Under: Marketing Talk

Why you should never say, “And why is that?!?”

by Margie Clayman

I was running around accomplishing a lot of little errands on Saturday. Because I, like a college student, still have to use quarters in order to get my clothing clean (grr), I stopped by the little bank inside my grocery store to buy a roll. The store was on the way to lots of other places I needed to go.

The teller I approached looked at me kind of like I was infringing on a super fun time. She started getting my roll of quarters and then asked me if I had an account with that particular bank. I said no, worried that I was going to be denied my laundry-saving coins.

“And why is THAT?!?” She asked.

I was a little taken aback, quite frankly. I kind of wanted to respond, “Well, because at my bank I’m not talked to like I’m an idiot.”

As it turns out, this bank was offering a really really smart promotion. If you sign up for an account with the bank and put $50 into your account, you get $75 of groceries free. Really I guess it ends up being $25, but still, $25 can at least get you a dozen eggs now, right? The promotion was clearly the idea of some smart marketing person. You’ve got people who are obviously coming to the store. If you’re talking to them, they have noticed that you are situated in the store, and it would be easy to convince customers that they could take care of banking and grocery shopping in one fell swoop.

Brilliant, right?

Sure. Assuming you don’t treat your customers like idiots.

Needless to say, even though as a marketer I appreciate the good idea, I did not sign up for the promotion.

In Social Media, we talk a lot about great ideas, but in the “real world” you have to execute those ideas, and a lot can get lost in the delivery. Even the best plan can be flushed down the toilet by a tonality or facial expression that is inappropriate for the situation.

When you are trying to bring customers into your network, whether online or offline, remember that we all want to feel like we are brilliant. It’s easy to tear people down. Customers will be loyal to you if you make it easy for them to feel smart. I would have felt pretty smart if I had looked into this bank, gotten some free groceries, and taken care of a lot more than I had planned on in that one single trip, right? Instead, I am writing this post about a woman who blew an opportunity to get a new customer.

Which scenario would you prefer?

Image by David Duncan. http://www.sxc.hu/profile/D-squared

Filed Under: Marketing Talk

What kind of symphony is your life?

by Margie Clayman

Over the weekend, I finally got to see a new episode of CBS Sunday Morning. One of their stories was about “the new normal.” People have been thinking for the last couple of years that “things would get back to normal” economically. Somehow, the health care crisis would be swept under the rug again. The unemployed would find jobs. Our biggest concern would be whether to shop at Ikea or Target. This story reported, with ample statistical proof, that we are very likely not going to get back to the way things were in 2007. Not right away, anyway. For me, the story was a real bummer.

You see, like many people, I tend to approach life, without realizing it, the same way a little kid does. If you work really really hard, you reach the finish line. You might take first place if you really go gangbusters. Then the race is over, you celebrate, and you move on to the next thing. Since the economy pooped out on us a couple of years ago, I’ve been thinking, “Oh, okay. Well, if I work hard enough, if I save enough, and if I’m a really good girl, things will get right back to the way they were.”

As it happens, this kind of thinking dominates our society, at least here in the US. I can’t speak for places where I’ve never lived. You think, “Oh, okay, well, I’ll get to this point and then I’ll be really really happy.” But you get to that point, like graduating from high school, getting your first job, getting married, whatever it might be, and you find that life keeps on going. The world keeps on spinning. Whether the day is horrible or glorious, the world just keeps on doing its thing, forcing you to do yours.

Listen to the music

A couple of years ago, my brother sent me a link to a YouTube video. The creators of South Park, Matt Stone and Trey Parker, had put together a very un-South Park sort of video. Using an audio recording of British philosopher Alan Watts, Parker and Stone created a short called “Music and Life.” In the video, which I hope you take a couple minutes to view, Alan Watts notes that the way we live would be comparable to going to a concert, hearing the final chord, the final note, and then getting up and leaving. Because we do like to skip to the end, don’t we? We like “closure.” We like rewards. We like promotions. But the final chord is not going to seem impressive if you don’t hear all the rest of the symphony, is it?

We go through our days and we think, “If I can get this presentation done, I’ll be happy.” “If I get this account or this client or this purchase through, I’ll be content.” There is always a sense that something is missing though, and Watts suggests that what we are missing is the singing, dancing, and LIVING that happens while we are focused on one goal after another.

Are you living your life so that it looks like you’re saying, “Boy, I hope get this life done so I can really enjoy myself?” Sometimes I find myself focusing on one goal after another. I spend time thinking about goals. I spend time making goals. I spend time fighting to reach those goals. But there’s more to life, isn’t there?

We only get one chance to write our life symphony. Shall we create something that is just one giant cymbal clash after another, or shall we waltz and sing?

I’m going to focus more on doing the latter.

Filed Under: Musings

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