Brain Vibe

marketing muses to stay engaged

February 21, 2009 • 1:37 pm 2

Social Media Improv

I’ve talked a lot about marketers giving up control of content.  I suggest allowing sales to be the conductors for social media in your organization.  I also suggest allowing customers to take control of the website.

I figure that if I’m going to preach, I should probably practice.  I’m going to hand over the reigns to you to create a blog.  The only guidance I’ll give is the topic.  You fill in the rest to create the story.  However, the story is collaborative.  You provide one to three sentences then the next commenter provides the next one to three sentences.  At the end of collecting, I’ll pull everything together for a single blog.

I think of this as those games where one person says a word of a sentence, the next person adds one, and so on and so on.

Note: The comments are moderated, but I’ll only remove those that are inappropriate (bad language, sexual content, you get the idea).  Comments that are supportive of the site or effort I’ll group onto another page for everyone to view.  I’ll try to fix inconsistencies due to date or where comments come in.

I encourage you to not only to participate but, play tag with your friends (25 Things Facebook style).  So, here it goes.

TOPIC:

If you could change the world, what would that world look like?

Ready, set, GO!!!

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February 16, 2009 • 9:55 pm 0

Has Apple and iTunes Missed the Mark?

For all that Apple has done to transform mobile devices and personal computing, has it missed the real market opportunity?  Hampered by ip and copywrite protections of content, it seems that iTunes has limited itself to just a delivery model.  At the end of the day, iTunes appears to be content as another Amazon.

Here’s the thing, iTunes started out as this really cool way to grab music, videos, movies, and podcasts.  It had some capability to show you what people and staff liked best, and pair your selections and purchases to other things you might like.  With the release of the iPhone, you get a plethora of mobile applications. Yet, Apple seems stalled on iTunes as an e-store and electonic delivery service.

In the end, I think iTunes could be a nexus for social media and networking.  If they could overcome limitations of sharing (can I at least pass over a playlist that syncs to another music library or encourages the purchase of a song?) and provide a social network interface that allows you to connect to other iTunes users, there could be some real power behind this app.  Think Facebook meets YouTube, meets iTunes.

Here is what I see as major factors that are and can diminish iTunes as a broader player in the market.

  • Apps will deliver content – think Netflix streaming films on-demand to your phone.  Twitter already circumvents SMS.
  • Direct sourcing of podcasts/v-casts from providers – already happening through browser.
  • Greater ability to share and discuss media in other venues – Facebook
  • Ad dollars are going to the application developers

iPhone’s newness and apps are probably the biggest drivers of customer loyalty today.  But, Apple’s crowd is a trendy one.  While there are loyal cult followers (I admit it, I’m part of the cult), there is a significant segment that is always looking to be at the forfront and social media is where they are today.  Apple hasn’t always been the first, but it has been the best.  Staying the best could get harder when they heavily rely on is hardware and delivery.

If Apple got it right, iTunes could expand into the social media arena consolidating social networks, content, and services in an interactive manner versus today as only a distributor.  There may be money in the transaction, but that is an easy point to be squeezed.  Apple’s proprietary perspective on its assets and constraints of contracts with media companies may be too restricting.  As more and more companies thrive on an opensource model, that competitive agility could leave Apple in a lurch.

In the end, I’m thinking about myself.  I love my iPhone.  I love my MacBook.  But, what gets me thinking about this is I rarely use iTunes anymore except as a music player, a way to get my apps, and to sync my phone to my laptop.  There are cooler, better things, and better ways to get my communications, media, and appliations.  I’m not typically at the front of the pack.  So, that leaves me wondering where the rest of those iTunes users are.

I’ll ask you, do you think Apple missed the mark?

By the way, here is some news that Apple may be thinking about streaming media.   But, is this just a service delivery enhancement?

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February 11, 2009 • 2:25 pm 4

Giving Control of Social Media to Sales for B2B Marketing ROI

Here’s a thought.  What if marketing relinquished control of social media as a marketing tool and turned it into a sales enablement tool?

The age old issue with ROI for B2B direct marketing is the difficulty in linking to a dollar amount.   Social media marketing hinges on connecting directly with the customer and conversing.  This is more of a B2B sales role and responsibility.  It is at this stage that you see ROI.

Marketing’s expertise is in the creation of content or assets defining brand and credibility.  Communications from PR to direct marketing spreading the word in a peanut butter approach.  Social media, while in some perspectives a great tool to reach out to the masses, also creates the conundrum of personal connections so that a broad message is impersonal and too vague for a person to connect to.

How about creating mechanisms for sales to engage with customers through networks?

  • Marketing provides sales with content that is appropriate to send out using Twitter such as time limited offers, event notices, service renewals, and upgrade notices.
  • Salespeople have community pages to hold forums or presentations
  • Community pages could act as portals to connect customers, sales, and partners for collaborative solution-ing
  • Customers could influence content on sales community pages by rating or voting in topics and solutions that best apply

There is some precedent for this today.  Collaborative solutions exist from CRM companies that allow for internal social/professional networks.  As sales is becoming comfortable in these environments, it can be an easy leap to expand beyond internal and allow for external customer facing interactions.

Where is the ROI?  Sales touts the benefits, closure rates increase, increased sales.

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February 7, 2009 • 12:41 pm 0

Drumbeat for Web 3.0 from Digital Asset Management

I’m hearing it, are you?  The drum beat.  Earlier this week I posted my Web 3.0 prediction. Information finds you and your experience is personalized.

I’m getting confirmation that there is demand for it. Digital Asset Management blogs about our digital age as the Cro-Magnon period.

You’re hunting and gathering Web sites that satisfy your needs and interests. How many sites do you visit each day? How many times daily do you use a search engine?Digital Asset Management, Feb 2009

You should read the whole article.

They see this as a real problem.  You may be using RSS feeds, but you are still hunting and gathering.

How we get there will be an intersting evolution.  Semantic, spatial, consolidation, Google mojo, I’m not sure.  But, Sir Berners-Lee, creater of the web, is also seeking the the vision.  I feel I’m in good company.

Now, if I could just find that article on…

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February 3, 2009 • 11:40 pm 0

Making Social Media Better

Social Startup iWidgets Gets $4.1 Million Funding, New Exec

Now that series a funding was secured by iWidgets, marketers are in store for better content outlets on social networks.  My brain is spinning thinking of what a better widget will do.

What do you think is in store for social media?  What would you like to see improved?

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