Marketing Talk

The next book on my self-assigned summer reading list is Bob Garfield’s The Chaos Scenario. I’ve read the first two chapters so far (plus the intro) and the stage is set for some pretty hard-to-swallow realities. Garfield has illustrated two points so far in undeniable, vivid color. First, people are not consuming content in traditional ways. No more TV watching, no more newspaper reading, no more radio listening. Second, we are living in what Garfield calls a “post advertising age” that will depend upon “listenomics” much more than a display ad or a 30-second spot.

There  are two reasons why these ideas cannot be debated. First, annoyingly, Garfield builds a really good case for both concepts. Second, we’re living it. Here, let me show you. Answer the following questions in the comments section below:

1) When was the last time you listened to the radio, either public or commercial?

2) When was the last time you watched a television show live, when it was actually on, without fast forwarding through commercials?

3) When was the last time you learned about a news story from the newspaper or television BEFORE learning about it on the web?

Garfield presents all of this information with the passionate position that this is the new world order. This is a revolution in progress.


Where the title comes in

I don’t argue with the fact that we’re in a revolution now. But again I must come back to the fact that it is in human nature to counter things that are revolutionary eventually. Maybe right now nobody wants to pay for content. Everyone can be a resource. Nothing needs to go through pesky quality control. But maybe people will change over time. Maybe they’ll say, “Man, I miss the days of the New York Times (before they were known for plagiarism) and Walter Cronkite. I wish we had content of a higher quality. Heck, I’d pay for it.

I was trying to think of a more recent counter-revolution, and what I came up with was the change in popular music from 1994-1997. Some of the hits of 1994 included “Black Hole Sun” by Soundgarden.

Or maybe Beck’s “Loser” was more your style back then. Maybe “Closer” by Nine Inch Nails. Ya know, Trent Reznor:

In 1997, Hanson was one of the most popular groups of the year. That’s right, these guys:

Mmmbop, that’s a change. A quick change. A major change. I’m just saying, things are changing rapidly now. Who knows where we’ll be three years from now. Maybe we’ll be back to bunny ears and rotary phones.

When I was younger, before I knew better, a shake of the hand was enough to get me to start talking like I was at a Confessional. “Hi, my name is Margie, and here is my life story as of now. How about you?”

Thankfully, it was pointed out to me at a fairly early age that this wasn’t the smartest approach to take. However, this conflicts with the evolution of the internet, which has become everyone’s Confessional Booth at one time or another. We say things online that we probably wouldn’t dream of saying in any other situation, and we do it because the internet allows us to be both personal and anonymous.

There are a couple of things in my life that I talk about online that are very personal, but I talk about them among my friends because it’s important to do so. You will not find those things in my professional blog, however. I will not be tweeting traffic or offering a “share this” button. I like to keep track of who might know what about me. Call me old-fashioned.

This is on my mind because over the last couple of weeks, I have seen a flurry of posts from professional blogs (as in, tied to a business) that have discussed deeply personal topics. I found a couple of these blogs because people I follow on Twitter recommended them. A couple more were tweeted by people I follow directly.

Be human, but put your clothes on

I kind of wanted to avert my eyes after reading the first sentence or two of some of these blogs. I felt uncomfortable reading such personal information from a person I only know as a face and a Twitter handle. And what if I get to know that person better? Then this knowledge will already be in my pocket. There won’t be a need for the “discovery phase” of friendship.

I understand the value of adding some personal details to a professional blog. Brogan & Smith talk about this in Trust Agents. A picture of your kids now and then, a mention of a birthday, these things make you seem real, more accessible. But that is very different from laying your most personal, intimate life details into the internet ether. It might be a fine line, but for me, it’s a line nonetheless.

Remember where you are

David Meerman Scott talks about “losing control” of your PR and advertising. Let people share, let people evangelize for you. But losing control of your personal details can create uncomfortable and perhaps even dangerous situations. Do you want someone you don’t know retweeting a post about a spat that you had with your spouse? Do you want someone you don’t know sharing a post on Facebook about how you think your boss is dumb?

I view this blog as sitting at a table in the middle of a really busy, crowded party. I’m over here doing my thing, and if you come and sit with me for awhile, that’s great. Then you’ll get up and go to a different table. Maybe you’ll recount our little conversation, maybe you won’t. Under *those* circumstances, would you use that little blurp in time to reveal your most intimate secrets?

That square box holds real people

Computers are kind of creepy in a way, if you really think about them. They are static little wonders that enable us to connect to tons of people. We have no idea who, but they’re in this little box. It’s important to keep track of your own humanity, but it’s also important to remember you’re dealing with other humans as well.

People often say that if you wouldn’t say something to or in front of your grandmother, you shouldn’t say it online. I go one step further. If you wouldn’t say something in front of anyone in “real life,” you shouldn’t say it online.

Just something to ponder.

Image by Hilde Vanstraelen. http://www.sxc.hu/profile/biewoef

I had a very interesting exchange last evening during a Twitter “Blogchat.” Basically a chat is just people getting together and talking (or tweeting) about the same thing (in this case Blogs). The comments are linked together because everyone uses a # before the name of the chat, and then you can follow the conversation by searching for that chat. Confusing if you’re not on Twitter, but anyway…we were talking about Blogging 🙂

A fellow named Patrick Johnson asked me how I define a “pro” blogger. That question led us into a conversation that was unfortunately limited by the 140 character cage Twitter puts you in (as well as the fast-paced timing of the conversation). So, I thought I would revisit the conversation here (at least in sum) and get your thoughts!

Quality or Quantity

Do you consider a Blogger a “pro” because they have tons of comments and followers and links back to their blog, or do you consider a Blogger a “pro” because of the quality of the posts that are made? One might argue that if you base things on quantity, Al Gore’s blog (http://blog.algore.com/) is professional. However, if I didn’t know who Al Gore was, I wouldn’t think the blog was all that professional. It doesn’t have a particularly professional look to it (my opinion) and his posts generally are short and to the point, which doesn’t seem to be the overriding style bloggers choose.

Is it possible to be a pro without clout?

Next question: can you be a successful or “professional” blogger if you aren’t bringing some clout to the blog already? My answer to this question is yes. Blogging is attractive in part because it promises you that you can build a network. But not everyone’s Blog achieves the status of say, Denise Wakeman’s or Chris Brogan’s. Are you more inclined to go to a Blog if it’s someone you’ve heard of? Probably. Is it possible to get someone new into that cycle? Also probably, but that person might give up before that happens.


What is a “pro” and why do we need to define it?

I met a Native American artist once when I was in grad school. He was a Native American artist in that his ethnicity was Native American and his profession was “artist.” However, he did not make traditional “Native American” art. He did what was in his head and heart. He said people kind of were confused by this, including his own family and friends. If you’re a Native American you should want to present traditional themes so that your success can raise up those ideas into the mainstream. Similarly, he had trouble breaking through because when he billed himself as a Native American artist, people didn’t see what they expected.

It’s this kind of scenario that convinces me that categorizing people is dangerous. How would one define a professional blogger? In the end, it’s probably a personal preference type of thing.

Does it matter if a person is a pro? I read blog posts if they’re interesting. There are blogs that wander (for me) from really interesting to kind of blah. I don’t think any less of that person…I just know that not every blog post is going to be a winner for everybody.

Then again, there are so many best practices for blogging that maybe it all does matter. Maybe I’m not taking the craft seriously enough.

What do you think?

Image by Faakhir Rizvi. http://www.sxc.hu/profile/fakhar

So a couple of days ago I posted a hateful, spiteful Blog about Twitter. And though I’m not really apologizing, I have to admit that there is a bit more to the story. Factually, if you’re a marketer, experienced or aspiring (or a little bit of both) you can get an MBA’s worth of education every day if you follow the right people.

I don’t know if you noticed, but a LOT of people use Twitter, so finding the right people to follow can be a bit tricky. Have no fear, however. I will be your superhero. Having just read “The Archimedes Effect” chapter in Trust Agents, I feel inspired to share some of what I have learned in my Twitter experience. To wit, here are some people that I follow right now that I feel are helping me a great deal (whether they realize it or not). I think they might help you out too.

Marketing in General

There are quite a few people I follow who can offer wisdom on pretty much any facet of marketing. Some of these folks are:

Ann Handley: @marketingprofs. She keeps you up-to-date on what’s going on at, well, marketingprofs.com. Includes reminders about webinars that you will kick yourself for missing!

@BethHarte: Beth is another mastermind behind marketingprofs. She tends to moderate Tweet chats that are full of excellent information.

Fast Company Magazine @fastcompany Sometimes they post things that are just plain funny, but I find the majority of their tweets extremely informative. You almost forget that they’re trying to sell a magazine.

Julien Smith @julien Co-author of Trust Agents, Julien tends to delve deep into the philosophy of and behind marketing.

@chrisbrogan: The other co-author of Trust Agents, Chris follows his own advice. There’s a hint of self-promotion but also more than a dash of accessibility.

John Jantsch @ducttape I’ve seen Jantsch’s name around for quite some time. He is a veritable fount of knowledge on all things marketing. It’s great to be able to get his take on things every day!

@allenmireles Another woman who is unassuming yet brilliant. Don’t ya just hate people like that?!? 🙂

Blogging

If you are here, you likely have some interest in Blogging. Blogging is a topic that just seems to rev up more and more, so it’s great to be able to get tons of expert advice for FREE! Here’s who I follow for that.

@DeniseWakeman: Queen of the Blog Squad, you’ll get 3-5 excellent tidbits of advice every day.

@kikolani: Another great resource. Lots of expert advice if you follow this account!

@mackcollier: If you need just 1 reason to follow someone, may I submit for your approval BlogChat (with a hash tag). I just “attended” my first one last night. This gentleman is responsible for this genius. 


Search Engines/Search/Analytics

If the more techy side of things is where you like to chill, you can totally geek out by following these folks:

@johnbattelle: Yep, the author of Search is on Twitter. Lots of insight plus blogging from all of the conferences you wish you could go to!

Rick Klau @rklau: I discovered Rick’s expertise a couple of years ago kind of by accident. I happened upon a presentation he did for Google at a not-for-profit. He’s a good guy to follow for all things Google related. I learned from following him about draft.blogger.com.

@stephanspencer: SEO expert!

@avinsahskaushik: If you’ve ever had the experience of watching a webinar by this guy, you can imagine how fun it is to follow him. Lots of useful information plus non-marketing posts that are just as interesting.


PR/Social Media

Jason Baer @jaybaer Jay is a great person to follow on Twitter. Another person who demonstrates knowledge without being snobby. Good stuff!

@MariSmith: Queen of Facebook. Mari has her finger on all of the latest happenings on that crazy site. Plus she has the coolest accent out of any of the other marketing peeps I follow 🙂

David Meerman Scott @dmscott: Scott’s book (what is that?) really changed a lot of my thinking about marketing. Now you can follow him!

Webinars

If you’re looking to add webinars to your mix, make sure you follow @shelleyryan. Formerly of marketingprofs, Shelley is working on a new webinar related project. She teaches and learns at the same time. Plus she’s a foodie, so she’ll make ya hungry!

These are (I hope) all of the people whose posts I really look for every day. They get me to think, they teach me stuff, and it just seems fair that I let you know that they are out there. All you have to do to drink from the fountain is step up 🙂

ETA: Fixed Rick Klau’s Twitter Handle. D’oh.

Image by Julien Tromeur. http://www.sxc.hu/profile/julosstock

Do you like to do Yoga? Have you ever done Yoga? I’m in quite a Yoga phase right now. All different kinds. Some Rodney Yee, some Suzanne Deason, even some Biggest Loser Yoga (ouch). One of the great things about Yoga is that the advice and steps you take during a work-out can carry through to the rest of your day. It is not so surprising, then, that I realized that marketers could also benefit from some Yoga wisdom. Don’t worry — you won’t be doing any physical stretches here. It’s all in your head 🙂

Find Your Center

At the beginning of a lot of Yoga work-outs, you are advised to find your center while standing evenly on your two feet. For a marketer, finding your center means squarely standing on your two feet, which are knowledge and experience. Do not be swayed too much by what others are saying or doing. Listen, but remain conscious of what you want to achieve and what you want to accomplish. Keep your eyes on your goals, and if your knowledge and experience plant you in a way that is unique, all the better.

Breathe

No matter what kind of Yoga you are doing, you will hear an emphasis on breathing. Breathe in deeply, exhale out tension and toxins. Even while you are asking your body to stretch its limits, your mind works on concentrating on how your breath goes in and out. For a marketer, breathing is actually important physically. The world is a stressful place, and at least for me, I only realize how shallow my breaths get when I sit down and actually try to take deep breaths. But a marketer can also concentrate on internal rhythms, goals, objectives, and desires while working on everyday tasks, while building a foundation, while going to meetings and/or conferences. This kind of approach — concentrating on one thing in the foreground while in the background you are working on something else — is behind many ideas that are floating out there today.

Stay balanced

There isn’t a lot you can do in Yoga that doesn’t require some amount of balance. Similarly, there isn’t a lot a marketer can do that doesn’t require some balance, and I don’t mean just the bottom line. Are you balancing your online, offline, and Social Media campaigns appropriately? Are you balancing your time in promoting yourself versus promoting others? Are you balancing your time in completing tasks the regular way while learning all the time how to do things in new ways?

Turn things upside down

One of the more common poses in Yoga is called Downward Facing Dog. Your head is down, your legs are stretched back. The idea is that turning upside down will release toxins and stress. For a marketer, turning things upside down can shine the light on a new way to approach things. But upside down is also a good way to think about how a marketer can construct a campaign. We all know the ultimate goal: sell something. What is the last step before the sale? How do you get to that step? And the one before that?

Honor your body

Finally, a lot of Yoga instructors remind you to honor your body. Sometimes it makes you feel kind of bad. The instructor may be leaning backwards to reach his or her ankles and you are lucky to reach back even a little. But you are told to honor your body and its restrictions. The same holds true for marketers. Not everyone can do what the great gurus of marketing do, especially not at first. If you can’t do the full pose in Yoga, you find an adaptation. The same holds true for marketers. If you don’t think you have enough content for a weekly Blog, start with a monthly or quarterly e-newsletter, or start with comments. If you just can’t seem to master a certain skill, accept that limitation. Not everyone can turn themselves into a human pretzel. Trying can result in serious pain. The same holds true for marketing. Do not extend beyond what you are comfortable doing. The result will not be favorable.

Do you have a hobby that feeds your soul and also carries you through your profession? I’d love to hear about it!

Image by Aaron Neifer. http://www.sxc.hu/profile/knife18

I saw a post the other day by Julien Smith (I know, it’s like I’m a one-track mind lately) about how hard it is to build a following on Twitter. For relative noobs like me this was great news. However, it released a Hulk-like amount of frustration that I’ve just been waiting to vent about Twitter. So here we go. My top 15 Twitter pet peeves.

1. Balance is not a rule on Twitter. If you look around, most of the people who have 500,000 followers are only following 1-2 people. Conan O’Brien is a great example of this – when the Twitter “follower” feed was hacked, it became noticeable when Conan seemed to actually be following people. So what is this about, Tweet prophets? I get why you can’t follow everyone who follows you, but really? 1-2% of the people following you, if that, are worth you following?

2. I was under the impression that Twitter is a social network. I think this is slightly misleading. I have encountered people on Twitter that you could retweet, tweet, mention, or whatever else all day long and they still would not give a reply back. It is called SOCIAL media, right? Deodorant and teeth brushing aren’t problems, so what gives?

3. People who #talk in #hashtags for no #good reason annoy the heck out of me. Talk English. I don’t speak in pound symbols. And if your sentence doesn’t really have to do with any of the 20 topics you just tagged, it’s not going to help you either, right?

4. I find it both creepy and irritating when someone retweets your post because of a word you used rather than because of what you actually said. I retweeted an article about how Nancy Pelosi said that her policy is based on The Word. I got “mentioned” by JesusNews. Eh?

5. A person you are following can direct message you. When you go to reply, it won’t work if they aren’t following you. Do you know how frustrating it can be to try to send a direct message back only to find that you, well, can’t, because you’re not being followed? If you’re going to send me a direct message, can’t you follow me?

6. The self-promotion on Twitter is terrible. I’m guilty of this one to a degree because I drive traffic to this blog using my tweets. However, I never once have said, “Come see my brilliant post.” I try to lure people in to this here sticky goo based on subject matter. I find it misleading when someone tweets, “Oh, a really interesting concept” and then it’s their blog. I feel cheated!

7. 9 times out of 10, logging into Twitter does not work. ‘Nuff said.

8. Twitter perpetually seems like a personal cocktail party that you are eavesdropping on. I do not want to be privy to what you and your friends are planning to do, or what you and your friends did, or what you and your friends thought about what you did. Even if you’re famous. Well, maybe not that last part, but still…

9. Foursqure. Oh foursquare. You are the thorn in my side, the weight on my shoulders, the…well, you get the idea. People thought tweets were banal before. Now you can find out when your contacts are working out, when they’re following that up by a trip to the bar, and when they have become mayor of a furniture store. Ay caramba.

10. Trending Topics. I read an article the other day about whether Twitter had the right to remove Justin Bieber from trending topics and whether trending topics are worthwhile anyway. Short answer: no, no they’re not. Right now, at this minute, four of the trending topics have hearts in them. One of those also has the word Bieber. Another trending topic right now: Ghetto Spelling Bee. Really? I mean…really?

11. The quoters are just awful on Twitter. Now some people have done a good job with it. I know a lot of people who follow “Tiny Buddha,” which is a good use of Twitter. But I followed a guy for awhile and ALL he did was alternate quotes by other people with links about ex-girlfriends. Creepy. And yet his handle indicated that he would be talking about useful info. I kept waiting…

12. If you are a grammarian, you should probably avoid Twitter. I can’t tell you how many tweets I see that say, “Retweet if your single” or “Their the bad guys.” Move away from the computer, drop the chalupa, and learn the difference between your and you’re, their, they’re, and their, and many other troublesome word sets. Duhrive. Me. Crazeh.

13. How does a person with 1 tweet get 100,000 followers? This would seem to argue against Smith’s case that it’s hard to get followers. I remain perplexed.

14. People pretending to be celebrities. This was a major problem with Myspace. For fun, once, I followed five accounts pretending to be one of my favorite actresses. I don’t think any of them noticed. It was funny. But kind of creepy. People need to get lives.

15. People who post the same thought over and over again in different ways also annoy me. Yes, I notice. I’m not living in the movie Memento. Yet. Move on to your next winning thought, please.

So there you have it. My 15 least favorite things about Twitter. What are yours?