Imagine a process, or discipline, that can call itself an “industry.”
For instance, let’s say there are a couple of factions in this emerging industry that are almost constantly at odds with each other. One side has always done things one way – the other side has always done things another way.
And a third group emerges – they have their own ideas, and they are dead set against the normal ways of doing things. They are the cowboys – and cowgirls. They are going to win the overall battle – because they’re the loudest and most boisterous. Not necessarily because they know the most stuff.
While they can argue, disagree and have spirited debates, it is obvious that, for their industry to be successful, they absolutely have to work together.
What Industry Am I Talking About?
The “Turnaround” Industry, also known as “Corporate Renewal.” Circa 1999.
Gotcha.
I was there, in the middle of it all. I had a “cup of coffee” as the Director of Public Relations for the Turnaround Management Association, circa 1998 and 1999. And I watched this battle unfold – between three distinct groups that made up the membership.
Group One: Bankruptcy Attorneys. Staid and by the book, their mission is to follow the rule of the law and make sure that assets are redistributed accordingly. Don’t piss them off.
Group Two: Asset-based Lenders. They want to know two things: what do you have as collateral, and what are the odds you will pay back a loan. While you’re at it, don’t piss them off, either.
Group Three: Turnaround Managers. These folks were unknown a few years prior to my arrival. And there were a few “Turnaround Artists” who gave the moniker “Turnaround Manager” a bad name.
What is really interesting, as I think of the parallels between Social Media Marketing and Turnaround Management, is how there were no absolutes.
Really – it wasn’t as simple as ticking the Yes box next to “Did you turn that business around?” There was always a complex give-and-take between the groups.
And the objectives would differ in each case, meaning the strategy could be markedly different. Boil down turnaround management to its essence, and you get one of my favorite questions.
What business problem are you trying to solve?
Which is why it is an apt discipline to compare to Social Media.
You’ve got the three groups – Ad Agencies, PR People and Social Media Marketers.
They can argue and complain; they can claim that they were here first.
Or they can work together and answer the “What business problem are you trying to solve” question.
Dave from Area 224 got the chance to step in as a last-second weather replacement yesterday. Here are some highlights for those who weren’t present…
First of all, thanks to Tim McDonald, who heads up this group, for the opportunity. And sorry that Gini Dietrich couldn’t attend – the snow was pretty bad in Chicago’s North Suburbs, and worse in the city.
As for the highlights, we think it’s going to be the year where Accountability and Transparency take center stage. We think Mobile will dominate. And we love Lean Startups.
For instance:
How’s this for an example of BOTH Accountability and Transparency.
Now, we’ll admit that John Elway – NFL Legend who is now in a senior role with the Denver Broncos – has the celebrity that most marketers don’t. Which means that his Tweets (an example shown here) automatically can get a larger audience.
In this case, though, he is being accountable to Broncos fans: John Fox is the former coach of the Carolina Panthers and a candidate that John will interview to possibly become the next Broncos coach.
He’s also being transparent: you know exactly why John and John won’t meet immediately. You also know that John and John will meet. AND, in other tweets from Mr Elway, you are invited to weigh in and share what you would ask the candidates.
Thanks, eMarketer.com
Mobile: These are some staggering stats.
Ignore mobile phones, mobile browsers and the mobile use of social networks at your peril.
While the growth is projected to taper off, according to eMarketer.com, uh…this is like tapering off after insane hockey-stick like growth.
Facebook’s own Press Room says there are more than 200 Million active users currently accessing Facebook through their mobile devices.
Wowzers.
Lean Startups.
Sometimes, leaner is better. Evidenced by this startup, instagr.am. 100,000 users in their first week. 1,000,000 reported before Christmas. Here’s more from Business Insider.
Not a very complex idea – photos, semi-warped by filters or made to look like old Polaroids, shared with the world.
We’ll see much more stuff like this, IMHO. Startups that don’t take a lot to launch — even from big companies who can make the go or no-go decision after a few days. Invest a little, watch it grow or flop, make your decision.
Final Note:
The snowed-in Gini Dietrich did share one trend via video. Here it is. Hint: she focuses on something we didn’t even mention…
Yesterday was all about Quora. Today, we talk up QR Codes. Is this the year?
Social Media Hall of Fame
Over there is a QR Code. Created in maybe 1 minute.
Try it out, will ya? Snap a photo, follow the link.
WHY?
This could very well be the year that these things reach critical mass. Consider these numbers as reported in this morning’s Vancouver Sun:
Mobile shopping is exploding with one-third of shoppers surveyed using mobile phones to visit retailer websites, according to a ForeSee Results survey.
Another 25 per cent of shoppers surveyed said they plan to use their smartphone for mobile shopping, according to ForeSee’s survey of 10,000 visitors to the biggest U.S. e-commerce websites during the Christmas 2010 shopping period.
Thanks, watradehub.comWant to be a real, live, in-the-flesh Social Media Marketer Extraordinaire? Start with these steps. Seriously.
The Daily Dose of Advice comes from Scott Stratten, UnMarketing himself.
“Reminder to take 5 minutes to reply to others today. Engage. Interact. Build.”
But how, really, truly, do you DO that? And can you invest only 5 minutes and make connections?
Well, yes. And no. We went with 10 minutes, you may want 15 or 20 or 30. But 2011 is all about small steps toward big things. So here goes.
1. Set the e.ggtimer. We said that you can learn from the big boys here, and there’s no bigger boy in the world of lifestyle redesign than Tim Ferriss. He’s the guy who first tipped us onto the timer. It is awesome for two reasons: (1) simplicity and (2) keeping you on task. We recommend you set it for 10 Minutes.
2. Begin surfing. We recommend you do this BEFORE looking at emails but AFTER getting your daily fix of Facebook and Twitter. Why? You want to get some mental cues from what you’ve seen on those sites – but you don’t want to make this reliant on what work is clogging your inbox.
Huh? Well, there are folks we are friends with on Facebook and connected with on Twitter who aren’t world famous. That’s part of the mission here. Learn from the Big Boys, but connect with the others, too.
3. Comment if you have something to add. We hit up a couple sites upon the recommendations of friends and contacts. On Quora, which is getting a tremendous amount of buzz, we had, well, nothing to add. Yet. But the standout site from Danny Brown got us thinking. And commenting.
4. Keep track.Chris Brogan recommends a spreadsheet or a Google Doc or a CRM program. Awesome.
Is that it?
Well, this should be part of a daily ritual. ESPECIALLY if you want to make real connections with real people.
We’ve let you have the floor, now it’s our turn. Here’s what we think you’ll see lots more of in 2011.
Community. Welcome to the buzzword that won’t die. Are you building community? How are you nurturing your community? What kind of community do you have?
We think this word will take over for the word “engagement.”
BUT…Community will continue – and continue to make sense for marketers and communicators who have to sell this social stuff to the board room.
Want to engage your customers? Meh.
Turning your customers into a community, though, makes a heck of a lot more sense. Community is something you build. People want to join a community that makes them feel welcome. Look for this buzzword to have some meat to it in 2011.
Accountability. Marketers have struggled with this for ages – and, if you’re in the social media industry (there is one), you’re probably smack dab in-between ad people and PR people. And both sides have all the answers. And neither side wants to relinquish control. And…
The web, the social media revolution, internet marketing, holistic social media – all that stuff rolled into one gives marketers the ability to measure almost infinite amounts of stuff. Which means accountability moves to the forefront.
The key on this Accountability movement – getting internal silos to talk to each other. Analytics people – meet the PR team. Ad guys – here are the sales gals.
Spend $10,000 on social? Quantify it to $50,000 in sales. Or move on. Soft sciences – like “brand value” and “sentiment” – those will start to disappear.
Wikipedia QR Code
QR Madness. Last year, you probably could have said that “every brand will have a Twitter account” and been correct. This year, the prediction is that every brand will jump into the QR pool with both feet.
They have to – these little code thingies are becoming vital because so many people don’t use the web on their computer. They use it on their phone. (An estimated 40% of Facebook users are accessing Facebook from a mobile device.)
These codes will give rise to scavenger hunts, brand marketing pieces, interactive content, the list goes on.
If you think about Twitter as a real-time conversation engine, then you can see the potential. People start talking about Justin Beaver (what one of the #224lings calls him), then there’s a rush to see what is happening with the Biebs. Next, you find out that he’s on some show right now. It’s a shared experience.
Time-shifting Glee is okay. Watching Glee while millions of others watch Glee AND commenting with them on whether or not Gwyneth can actually sing: the water cooler isn’t waiting for you in the office the next morning, it is happening right now as you watch the program.
And Brand Marketers can glean lots from what is said.
Your turn: what are the trends you see coming down the 2011 pike?
