Social Media

Should web brands reflect the mother ship?

/ Angelo Fernando / Leave a comment

Lots of discussion around the new AZCentral web site. It’s a discussion around whether the new site reflects the newspaper brand. It doesn’t, and I wondered if that was accident or intentional heresy. Take a look at AZCentral. If you’re in Arizona, you probably remember the cluttered site that bore no resemblance to the newspaper it was an extension of — The Arizona Republic.

We all worry about two things when it comes to online presence: Usability and Branding. Often we get all fired up over the latter, and pay lip service to the former.

The rhetorical question I often ask is, does an online product need to reflect the branding of the mothership? And often the answer is, “Yes of course!” But if we probe a bit deeper, we may find that the audience for the online product may be looking for a different experience than the audience of the physical product. Even if some part of the audience patronizes both. Do users walk away from an online experience because it is different from the physical entity? Will a McDonald‘s user walk away from the site because there is no giant golden arch on the landing page? The McDonald’s.com site is quite plain in comparison to the physical store. Mcdonald’s USA on the other hand is a lot more interactive than its mothership.

If we design web sites based on who our users are, and how they visit us, maybe our online brand deserves its own identity. Ikea is one huge confusing place that encourages people to get lost, and find plants and window drapes when they only came in to buy a ice bucket. But the Ikea site is organized by the way people search, not the way store customers go to get lost. There are just seven tabs for seven rooms, and one more for three others. It’s that simple. The store is supposed to slow down customers. The site is supposed to speed things up. Usability took home the trophy, for a good reason.

New marketing in a rip, mix, burn culture

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I read a quote somewhere that “mashups are an inalienable right.” To which we could add: Personalization, instant gratification, live streaming, and on-demand are inalienable rights, too.

So we have to expect more of the rip, mix burn possibilities (rip, remix, burn?) as in this latest attempt by Oxford rock band, Radiohead to let its fans remix their own versions of a song, giving them the five elements of the track.

In December last year, Thom Yorke of Radiohead told WIRED, that their “pay what you can” experiment for the album In Rainbows was not a business model but “a response to a situation. We’re out of contract. We have our own studio. We have this new server. What the hell else would we do?” No one quite believed them, as it seemed more like a pilot study for some savvy marketing.

This latest tactic is definitely more than a “response” –a strategy to build a fan base among users who have been weaned on the above-mentioned inalienable rights.

Last chance to register for the Shel Holtz Seminar!

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How do we keep up with the explosion of new social media tools?

Do you feel slightly behind the curve? You’re not alone. And that curve, is more like …a wave, right? IABC Phoenix is bringing in Shel Holtz, blogger, podcaster and technology guru for half-day seminar on social media specially tailored for communicators.

It is designed to help you determine what tools are worth your attention based on your organization’s objectives.

It’s next Tuesday, April 8th. Register here.

Visualizing intangibles, a huge marketing opportunity

/ Angelo Fernando / 1 Comment

We writers tend to think that anything can be explained away with a sentence, a headline, a turn of phrase.

But I am also a huge believer in information graphics and icons. Often a few lines with a Sharpie on the back of a napkin can tell a story much, much better than a few PowerPoint slides. Or an ad. (seen the napkin visual in a Saleforce.com ad?) The downside to this is I have a growing collection of napkins from coffee shops and restaurants.

I picked up a brilliant book that deals with just this –throwing light on complex problems using pictures– called The back of the napkin by Dan Roam. “The best way to see something that isn’t there,” says Roam,” “is to look with your eyes closed.”

Visual thinking is the more intuitive way to understand and crack problems, he says. Couldn’t agree more, being (or in spite of being) a writer. That’s why we still need white boards, Visio, and of course napkins.

On a larger scale I see visualization at work everyday when dealing with intangibles –essentially data– involving complex issues such as epidemiology, environment, performance figures, underground water etc. And the trick is to put visualization at the service of problem-solving and make people “see with their eyes closed.”

Marketers have not tapped into this type of mapping, visualizing and problem-solving. Their ‘maps’ are still connected at the hip to org charts, flow diagrams, spread sheets and supply-chain matrices. The intangibles tend to get lost in the forest of data. When you learn to visualize intangibles, a whole new world opens up.

Citizen Op-Ed writers enlarge Spitzer story

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Lorenzo Sierra has a great theory. He may not have hyped it enough, but it’s worth a considering. It’s called the “cyclone of influence.” It has a neat way of explaining, in communication terms, the ever widening circle of influence. It’s very different from the ripple metaphor, he explains. Nor can the cyclone concept be illustrated by your typical PowerPoint icon. It almost requires a 3D perspective spinning and moving in unpredictable paths in real time.

Communication, like some climatic events, are triggered by deliberate or inadvertent human events. The recent Elliot Spitzer cyclone was whipped up in a high pressure area we call infidelity. You could track the scandal on Twitter, as the digital cyclone moved outward, aided by not just gossip publishers, and talk show rants but citizen op-ed writers. People, who were not your typical pundits, were enhancing the story with 140-character Op-eds.

One Michael Parekh wrote: “apparently, Paterson, the likely successor to Spitzer is also a Clinton super-delegate, though apparently not as committed.” Another wrote: Eliot Spitzer is getting Googled today from all over. 10 of the 11 big movers deal with him.

There were those outraged, some funny, and others with insider information like this and this that even journalists covering (enlarging) the event would have appreciated.

Which brings me back to the cyclone concept. Whether the news has the elements (sex scandal, politically incorrect speech, money…) that make it spiral, or is simply hyped by people on a slow news-tweet day, the op-ed factor broadens its footprint. Better get used to it. Especially so if you’re someone who blasts The Media (“Media content has gotten more graphic … “) as Spitzer did.

Five questions for Rohit Bhargava about “Personality Not Included”

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pni_interviewseries.jpgTo coincide with book launch of Personality Not Included that I mentioned last week, author Rohit Bhargava invited bloggers to submit five questions about the book. This blog was one of the 52 he has featured.

Bhargava, senior VP of Ogilvy PR, and prolific writer, has a great conversational style and is fully aware that he is competing in a dense field of marketing literature. But if I were to go by how blog is one of my favorites, and the intro chapter, he’s knows how to distill complexity into a few words. It also helps that he’s not averse to killing a few sacred cows along the way.
In the true spirit of participatory media, there will be a vote on Monday for the best interview questions. Here are my five questions about what sparked off this book, and why it is important.

 

1. Advertising and marketing people are swamped with books on branding. How will Personality Not Included be different?

Thanks for asking this – because it gets right to the heart of what I think most people want to know. Why another marketing book? Well, the first thing I should tell you is that I am completely swamped with marketing and business books perhaps more than most others. The first thing I did when I got my book deal was to go out and buy nearly 100 marketing and business books from the last 5 years so I had a good sample of what I was up against (so to speak). As a result, I think I managed to write a book that stands out from any others for two big reasons:

 

  1. It is full of stories. Not boring case studies, but real stories of more than 100 brands or individuals with lessons from each example packed throughout.
  2. It takes a unique approach, skipping the usual theoretical model for books where there is one big idea and then you are left on your own to implement it. Instead, I have split the book into two main areas. The first is all about personality, why you need one, how to define one for your brand and when to use it. The second section is all about using it and is a collection of action guides and techniques to help you do that.

 

2. Could the book’s core premise be valid for someone not involved in new media?

Absolutely … in fact, one of the things that you will probably hear me over and over again in interviews is that this is “not a blogging book.” I don’t think there is a need for another one of those. Even more broadly looking at new media or social media is a more narrow topic. I wanted to focus on what I thought was a major trend in business that encompasses social media, authenticity and word of mouth marketing. The nice thing about the topic I chose is that there is not too much discussion of it in a business context already, so it offers me an ownable idea.

3. You open with a quote from David Ogilvy. Was it because (a) You work for Ogilvy (b) You think generations of advertising people haven’t quite deciphered the Ogilvy code about brands and people (c) You think brand theory has been missing a key ingredient (d) Other

I wondered whether this would be a question people would ask! I didn’t choose him because I work for Ogilvy, but if you happen to be in a situation where you are seeking marketing quotes, I dare you to avoid spending more than half an hour searching without coming up with at least 4 or 5 brilliant quotes from David Ogilvy. He was simply one of the most prolific creators of sayings and quotes that you can find. And I happen to think he was a brilliant marketer in his time … but honestly, the fact that I work at Ogilvy was secondary.

4. You are tapping into social media in a big way for the launch of this book. What appears to be the most successful element of this social media marketing mix so far?

I think this interview series has been far more successful that I could have imagined when I first launched it on Tuesday. I have had an extensive social media marketing plan for the book for a few months now, including Facebook pages, twittering, tagging content and just about everything else. The launch questions concept was something I came up with last weekend, and has turned into a great success in terms of the people that participated as well as the great buzz it is creating for the book and me, as well as (hopefully) for all the bloggers that participated. It’s ironic that a last minute idea is the one that takes off, but it also says something about the power of social media and the value of taking a risk. I could have ended up with 0 questions and looked pretty stupid … but the risk paid off and now I get the chance to share so many thoughts about the book and connect with lots of bloggers like you!

5. How did you balance a full time job, travel, a new kid, and writing the book?

I was surprised that you’re only the second person out of 52 to ask this question! The short answer is that I have a really supportive wife and family … and the other part of this is that I really don’t sleep much (which I know isn’t healthy). I think I’m used to about 4 hours a night and 5 hours is a good night. That and I’ve learned how to type pretty fast and distill my thoughts into words very quickly. It takes me time to edit what I write to make it more succinct … which is probably why I’m rambling with these answers a bit!

Spreading a little darkness in Phoenix

/ Angelo Fernando / 1 Comment

Tonight here in Phoenix, at 8 pm Mountain Standard Time, we were one of the four cities in the US that went dark for one hour to commemorate Earth Hour. Dubai, Melbourne, Copenhagen, Tel Aviv joined in too. Candle light dinners and waiters wearing glo-sticks were expected to compensate for the darkness. As Erin Zlomek of The Arizona Republic observed of the Chase ballpark, “Tonight, the well-known circular landmark melted into a sky of black.”

Another “landmark,” the white Google.com home page, turned black for that hour. Online, one Wikipedia editor whined that doing this for one hour was of no value. “Think of Earth every minute not just once a year for an hour! Take your bike, turn off lights whenever possible… There’s so much you can do every day!” Said the Googleplex: “we strongly support the Earth Hour campaign, and have darkened our homepage today to help spread awareness of what we hope will be a highly successful global event.”

Nice job, Phoenix.

Quotes for the week ending March 29, 2008

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“In our rush to create social networks in cyberspace, we often forget that we already have a start (at least) of our social network in our physical spaces that just need some cultivation.”

Chief Experience Officer, David Polinchock, quoted in Ad Age, about an audience game using a motion sensor and the movements of the wisdom of the crowd.

“Let’s take a look at social media. It doesn’t have hard edges.”

Steve Rubel, on why three internet careers (“Social Media Consultant,” “Internet Advertising Sales,” “Digital Talent Agent”) that will soon disappear.

“Writing a business plan: that can be taught… but a really good idea, you can’t teach that.”

Rhett Wilson, community and entrepreneurial liaison at Arizona State University, in The State Press, on the $25,000 grant for a faculty of staff member with a winning business idea.

“What is the purview of a county sheriff, at least our county sheriff, is publicity.”

E. J. Montini on Arizona Sheriff, Joe Arpaio’s losing a Supreme Court case, but winning free PR.

“I say a lot of things — millions of words a day — so if I misspoke, that was just a misstatement.”

Hillary Clinton about her “just words” moment, when she recounted visiting Bosnia under sniper fire 12 years ago.

“Guess what I think the fifth ‘P’ (in marketing) should be ?”

Rohit Bhargava, in a new book Personality Not Included, called released this week.

Digital and Analog: Two ways to be heard.

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Care2 is a petition site that allows people to stand up for what they believe in and get others to support their cause.

Whether it is a petition about water, animal welfare, breast cancer, or war there are groups ‘signing’ petitions online. Which is fine, because we can now pool our energies and brains from every continent to raise our collective voices. Facebook too has a lot of activism.

But I have to say that in spite of so many inspiring platforms for digital activism, the online noble causes such as free rice, and FB groups protesting on behalf of Myanmar, nothing stirred me more than when I joined a group one Sunday to picket outside a strip mall where one of the tenants was an abortion clinic. People driving by would honk and wave in approval. Others gave us the finger.

All because a group of about 30 people were carrying (analog) signs.