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Nov 01 2010

One Company’s Twitter and Facebook is Another Company’s Time Suck

Shared a story on Thursday’s Webinar that we’ll share again here. 10 years old, but gives you a sense of the continuum.

Do you “Get It?” Really, not the lower case “get it,” but are you in the process of that deep knowledge that can only come if you truly “Get It?”

10 years ago, Dave from Area 224 worked for a company in the HR Consulting space. And one of the projects seems trite at the time – an online portal for companies to use to give their employees access to benefits information.

But, back then, 2000, there was a ton of discussion about this type of thing. Companies were dealing with old “legacy” systems, and didn’t know what information needed to be online, and were afraid that online would replace paper, and they wanted to be in compliance with legal requirements.

One of the offices for my company had some sales and back-office employees who were asked to help with the project – sharing information with their contacts through emails, showing a demo to existing clients of this new technology.

Problem? The boss, the guy who ran the office, refused to give access to the World Wide Web to any of his employees.

The reason? “The web is a time suck.”

Productivity would drop, it reasoned, because employees who could access this demo website for the new technology could also access things like other websites.

Okay, then. Sounds really crazy now, but this mindset existed 10 years ago toward the Internet.

And now it possibly exists some places – maybe your company? – toward Twitter or Facebook.

Which brings us back to the webinar. We’re doing another one this week, you can link to the signup stuff here, and we’re hearing that, well, it’s not that the bosses “Don’t Get It,” it’s that “It” needs to be explained in the right strategic context.

IF we spend time on Twitter having conversations, we might learn what the marketplace really thinks of us.

IF we are on Facebook making friends, they might be quicker to tap us on the shoulder when they need our help.

If you missed last week’s webinar, we hope to see you Thursday, November 4, at 1 pm ET/12 Central/11 am MT and 10 am PT.

Oct 20 2010

Creating a Social Media Strategy – Webinar on October 28

We’re excited about a webinar we’re having in another week…

The “strategy” thing can be tricky – and it’s not as easy as just saying “let’s get onto social media because everyone else is.”

SO that’s why we’re doing a webinar next week, on the 28th to be exact. More info at this link – http://socialstrategy.eventbrite.com – and you can sign up by clicking this nifty button. See you there!

Oct 08 2010

Ready, Fire, Aim Returns in the ’10s

Should you launch first, then adjust your plan?

It’s so bloody easy to launch a product these days. Find a need, exploit the need, get a website, send a few emails, and you’re launched.

Is it really that easy? Should it be?

: Gantt Chart, (c) SmartDraw.com

Or should you wait – plan, plan some more, sit on the sidelines watching others make mistakes?

We think the “Ready, Fire, Aim” approach is back with a vengeance.

We’re not saying the plan is dead. We’re not advocating “Fire, Ready, Aim” either.

Two cases in point, from our experiences here at Area 224 HQ.

One is the book idea “Nichification” – which is taking longer to get off the ground than we would have hoped. (The “we” is myself and Jim Alexander.)

We conceived the idea in the Winter and proceeded to conduct dozens of interviews with people, from a variety of places and walks of life, all of whom had one thing in common — a niche business. We got help from a professional writer (Jody Calkins from Emery Road, who I would recommend highly). We had discussions with publishers – not just the “fill out the form and we’ll get back to you” stuff, but actual discussions with publishers about real book deals.

So we’ve got content. We’ve got a concept. We’ve got a few chapters. But we don’t yet have the book. Why?

We have to adjust our aim.

Part of the aim adjustment process involves that dreaded word “Objective.” The objective of the book is NOT to sell it and make a zillion dollars in royalties from selling the book. The objective of the book IS…well, that’s the thing that we’re fine-tuning.

But there’s another example, too…

We see a need (and actually a niche within a niche, one of the themes we’ve heard over and over in the book interviews) for professional communicators and marketers in the energy industry to connect, to share ideas, to learn about best practices.

Having spent some time working in the energy industry and working with Realtors on things like “green” and “LEED” marketing — well, there’s a hook here.

So we fired — you can see the Facebook Group here — and we’ll adjust the aim as time goes by.

What’s the point?

You could probably point to a thousand examples of companies that launched product X thinking it would fill need Y and make Z money; only to find out that product X does A+B-C and the money is somewhere in the middle of the alphabet.

But you could point to 100,000 examples of the guy sitting at the bar saying “I had the idea back in the 90s to create…”

Ready? Fire! Aim.

Aug 31 2010

Better Checkins

This is not a story about Foursquare. This is not a story about Facebook Places.

Actually, this is a story about the goofiness that is an airport checkin (or is it “check-in?”) these days.

So, as I write this, I’m at O’Hare Airport, waiting to board a United flight. (I won’t tell you where I’m going.)

Here goes:

At-home checkin.

Sounds like it should be a breeze, right? I have a computer at my home with Internet access. And I have a United Frequent Flier number. And I ordered my ticket on Orbitz.

You can imagine all of the permutations – use my BlackBerry to wire a boarding pass, or triangulate my location with IP address and stuff. (Saying “and stuff” makes it sound like I really know what I’m talking about.)

However…I can’t check in online.

Despite the fact that I have had a frequent flier number with United for what seems like forever, and despite the fact that my Orbitz account probably goes back to 2000, I’m not allowed. My account information has been locked.

Okay, then, I’ll check in at the airport.

Airport checkin.

Here’s where it’s gonna be better. I’m in a great mood, as I travel light and don’t have any bags to check. I’m early, so it’s not that big a deal if I have to hit this little kiosk thing.

First up, I choose to find my reservation by locator number. That’s actually flawless – and, since I haven’t been on a plane in two years (!) I only have to enter a few additional details to confirm that I am indeed me. (I am me, so I’m pleased that the airline agrees.)

But hold the phone (or kiosk) as there’s now the possibility to select a different seat. Good call – I’m in seat 2-million-B, so I’ll be in the middle above the engine and am no doubt going to be between a family of wailers.

I’m given the option to “upgrade” to Economy Plus. More legroom! Another good call. $39 sounds like an okay deal, actually, as it’s about a 20% premium on what I paid for this leg of the flight.

I am violating a Cardinal rule – don’t tell anyone what you paid for your flight. I’m not sure I agree with that rule. I know I paid more, as I bought by ticket two days before departure. Big whoop.

However, I’m torn: the only open seats in Economy Plus are middle seats. Now it’s not looking like the best idea. I’ll pass.

After clicking “decline option,” I’m off to the next leg of my checkin journey – the chance to pick a better seat, for no additional charge. Done: I’ll take a window in the 30^th row.

But after picking my seat, I’m given something murky: the chance to purchase a Mileage Accelerator.

For the low, low price of $27, I am told I can get this package. I’m also told something about 888 miles. Am I buying 888 miles – which is the length of this particular flight – for $27? What does this accelerator do?

I even do the quick math in my head: if a mile is worth, in theory, 3 cents, 888 of them would be worth…$26.64. So I’m accelerating somewhat. I’m buying these miles for what I would be able to cash them in for.

But I don’t know if this is a good deal – really, will I be able to trade these miles? Are they going to be worth 3 cents a mile when I finally do, or 30 cents? Or .003 cents?

I decline.

NEXT, THERE’S MORE: PRIORITY PRIVILEGE

I would happily pay for this – if I knew what it was.

Seriously, I think I was asked to pay another $20 to allow me something that, again, had all the clarity of mud. Does it let me board earlier? Do I get a free ride to my gate on one of those golf carts? Can I get a little toy plane to take home?

Actually, right now, even though I said no, I’m wondering if I made a mistake. Will it restore my ability to check in at home, get me in Economy Plus, add to my mileage account AND give me Priority Privilege?

That, and maybe a great credit card offer, and you got me.

Aug 30 2010

How to REALLY Set Your Social Media Strategy

Does your Social Media Strategy include the words “Social Media?”

One of our favorite pages of late is on Facebook, and it’s entitled “What the — is your social media strategy?” Brilliant!

The premise is something like this: post ridiculous corporate speak in the form of social media strategy treatises. Most of them sound something like this:

“Use social media to leverage our business objectives and enhance our value proposition through sustainable social media content.”

We all get stuck in the muck sometimes – especially when trying to talk up the differences between strategy and tactics. Or what the objective is behind what we’re doing. Or, to be more blunt, why we are doing it in the first place.

Here’s the danger zone, which goes beyond a social media “strategy” that uses the word “social media.” In fact, we’d like to share 5 tips for setting the right social media strategy, no matter what you’re doing.

You need clearly defined business objectives first.
Social Media is a broad term.
One man’s Twitter is another person’s waste of time.
Are you selling or showcasing your thought leadership?
No sensible football strategy includes the word “football.”

Let’s break them down, one by one.

Clearly defined business objectives. Talked to a prospect the other day that had spent way too much on SEO, and didn’t have much to show for it. SEO can be tremendously valuable – if you are relying on online leads. This business, however, had been sold something that they weren’t ready for – and, since theirs was local and referral-based, their early focus was on building a great service.

SEO should have been well down the list. Social Media, I’d offer, should be before SEO – but this particular company isn’t ready for it yet.

Social Media is a broad term. Remember the Halcyon Days, when dot-coms were built and well-funded based on some joker’s idea scribbled on a cocktail napkin? Now, “web strategy” doesn’t exist. “Content strategy,” or “Portal strategy,” or, gasp, “Marketing strategy” have taken over – and these strategies will use the web to get stuff done.

Social Media should be the same way for your company: it’s a broad term, way too broad to be the catch-all some corporations want it to be.

One man’s Twitter is another person’s waste of time. I love Twitter. And I don’t use Foursquare. That list could go on – when you break down the individual tools, you can easily see that they are channels with way different reasons for being, and way different ways that they can be used by your company.

Are you selling or showcasing your thought leadership? Or, heck, are you engaged in conversational marketing, or maybe just doing the social thing to have a little fun?

There’s no problem with using social media to sell stuff. But the tone and tenor – and the strategy – need to be much different than if you’re showcasing thought leadership.

No sensible football strategy includes the word “football.” Duh.

Have you ever heard a football coach say “we’re going to win the football game by playing effective football, utilizing football to win at football?”

If Social Media, to you, is Marketing – then you are creating a Marketing strategy. Social Media can – and maybe should – be a part of your Marketing strategy.

Here’s hoping you can use the above tips to (1) not sound stupid and (2) actually be effective – with your marketing, your sales, your communications, your PR. Any of it. Just not with using social media to leverage your social media.