WonderBlog

Maybe RFPs aren't the answer

2009-06-17T11:20:00.005-04:00

I've been thinking about this for a few weeks now and I'm still struggling with how to write this post without being too self-serving. I've been asking myself if answering Requests for Proposal (RFPs) is the best way to get new business, and most importantly, if the clients are getting what they need from them. Here's what I've been thinking in terms of the problem, a better way and the results.

The Problem

The process of writing an RFP leads a client to leap to what they believe the solution to their challenge might be. Generally, the agency that guesses the solution the client had in mind (and is one of the cheapest) will win.

There's an essential missing question that is never really answered. What if the client's solution, while probably good, isn't the best, most creative solution? What if one of the agencies had a brilliant, out-of-the-box idea that was the perfect solution to a different challenge, the real challenge? What if they left that solution back "on the cutting room floor" because it didn't jibe with the RFP?

A Better Way

I propose something really radical.

Clients should plan 2 hour brainstorming sessions with each of the agencies. Lay out a problem from the past not related to the current situation, maybe even for a different brand than the one in question. Pay for up to 4 agency employees' time during this brainstorming session. They should also write a contract that states the results of the brainstorming are owned by them, the client. Based on this process, the client then selects the agency they think is the smartest, most clever, had the best brainstorming process and resulted in the best solution to a problem that was previously solved. The client can even compare their solutions to the one a previous agency develops.

Then the client would have the new agency work with them to define the real challenge facing them now and the right strategic solution, including tactics.

The Results

The client is paying the agencies full price to do what they should do well.
The client is learning about the personalities in the agency and how they connect.
The client is seeing the best thinkers from the agencies, not just the best presenters.
The client is receiving ideas, even from those not selected, that might help in the future. And they are paying for those ideas, so it's equitable.
The client is selecting a partner, not a vendor.

I know this is controversial and might be dismissed coming from an agency guy, but that's my opinion. I'd love to hear yours.

Twitter response: "viral"

2009-06-15T15:36:00.003-04:00

Earlier today, I tweeted this:

...and I received a slew of suggestions. Quite a few aligned, like so:

(@seanhussey, @petehealy)

The word "viral" sparked something in me, as Jeff and I had only recently been discussing (arguing) about what exactly it means.

My view-- which I believe to be fairly commonplace, but I could be wrong-- is that you can't make something viral. No matter how badly you want your message to spread like wildfire, it's up to the consumers/users/people that you're speaking to.

What you can do, and what I wholeheartedly encourage you to do, is create a message that people are compelled to spread. Give me the content that I not only want or need, but makes me yearn to propel it forward.

I'm not saying anything new with this. But this concept is something we (marketers, brands, etc) all need to understand before we move forward. Your consumers can see when you're trying to make something viral. It's a bit of a party foul.

As Sean and Pete say in their tweets, virality starts with content. You want the kind of message that your audience is aching to hear. If you are trying to repackage a useless message within a glitzy YouTube video, you have a systemic problem to deal with and should not be surprised when it lays there, sad and moldy.

If, on the other hand, you have a message that resonates... then "viral" will happen. Just as with an actual germy virus... you won't be able to contain the contagion. (That shall be the name of my first drone metal album, mark my words.) You can take credit for it, you can clap yourself on the back, but the only planning you can do is to work on the benefit you're offering the people you're counting on to talk.

Brand NAME

2009-06-15T09:44:00.002-04:00

Okay, a very interesting discussion is brewing here. I was walking around the office (it's called management by walking around and its a real thing) and we started talking about our frustrations getting our names from Facebook.

Just in case you are unaware of what's happening, let me explain. This past Friday night at midnight Facebook started allowing users to register their own names. This means you can now have an easy-to-remember url to drive people to your Facebook profile.

This has always been an issue for me since I have such a common name, Jeff Jones. I was smart enough to get my own name as a domain, jeffjones.com, more than a decade ago, before blogs, Twitter, and even Facebook. But now it's not as easy for two very important reasons. First, most people are online and understand the importance of a simple url. Second, and this one's a surprise, I can't stay up late anymore.

As I was laying in bed, laptop on belly, waiting for my iPhone to click over to 12:o1 am, I fell asleep at 11:00 pm. I woke up long enough to set it aside the computer, deciding to get up early and get my name. Alas, I was too late to get jeffjones and had to go with a variation. This is not unprecedented, my AIM handle is one thing by Skype name is another, my LinkedIn profile is still another etc., etc. I have a total of 7 different variations of my name or nickname on different social media. This is frustrating.

So here's the solution. From this point forward, future moms and dads must realize the importance of personal branding. Name your kids with a unique name that no one else will pick. I suggest using a strong password generator like the one here. I'm thinking about going with Jeff v22&O'3 or maybe j243"\X Jones. What do you think?

National Soul Patch Day is HERE!

2009-05-29T14:01:00.007-04:00

At long last, National Soul Patch Day has arrived, and with it, the end of our Soul Patch Contest. The competition was fierce, and deciding who the winners were was one of the hardest decisions we've ever made. But, here they are...

Judy Thompson wins for Most Creative Soul Patch with her Ad Club Patch.

Jason Caudill wins in the Most Dramatic Change category.

And Lisa Alexander wins the coveted Judges' Choice Award!

Honorable mention goes to Greg, Alisa and Russell. Great job everyone!

Contact us at jmunkey@wondergroup.com with your mailing address and your t-shirts will be sent to you. Thank you to everyone who participated, helping make this the best National Soul Patch Day ever!

In defense of the tweetup

2009-05-22T14:51:00.006-04:00

This is a picture from a tweetup that I attended in Pittsburgh, PA.

Now's as good a time as any to jump into the FAQs:

--> What's a tweetup, Erica? It's an event where Twitter users meet in person.
--> Why would you want to do that? Because these people seemed cool.
--> Did you know the people you were meeting? No, I had never physically met them.
--> Did you know the person you drove with? Not in real life.
--> Were you afraid of getting murdered, lol? No.

Great! Let's move on.

I believe most people would agree that social media connects people. However, people's ideas of why we connect are more disparate. Often, the social media detractors act as though social media is a replacement for real-world contact; that instead of going outside or joining a book club, We of the Social huddle near our computers and imagine false connections because we can't do better.

The detractors have never been to a decent tweetup, I'd wager.

Social media is a tool for connecting people, not the connection itself. And thank heavens for that tool, because I've discovered a handful of people who understand me, laugh at my jokes, and are moderately interested in what I ate for lunch today.

I received quite a few cockeyed looks from people before I struck out for Pittsburgh, but the reasons never made much sense. No, I hadn't met the people I was to hang out with, but is that so different from sitting in your local bar? No, I wasn't worried about the trip-- I had much more questionable road trips in college, with people I had met, and no one ever batted an eye.

People fear it because it's not the traditional way of doing things... but I say that choosing friends based on proximity to your house is much odder than choosing them based on shared interest and conversational rapport.

I am seeing more and more people using social media as a method of organizing real world, physical events. It's a fantastic way to find people, plan things, share details, remind people, reserve a table, whatever. This is where social is heading... it became large and faceless, but is easing back into the personal, the face-to-face. You will see more of this. You will give me less cockeyed looks.

Thank heavens.

P.S. Pictured from left: Twitter users @gordonshumway, @texburgher, @lindstifa, @bcompton, @tony_d.

What's the Difference Between Audience, Users and Consumers?

2009-05-21T09:44:00.000-04:00

Yesterday I was preparing a presentation for a major Dutch candy company. I noticed I kept interchanging the words audience, user and consumer. I found this interesting and an example of the blurring of roles that's taking place in marketing and media consumption today.

Audience seems to have attached to it an assumption of passivity. As an audience member, you are expected to sit quietly, observe and clap when everyone else claps. Certainly, I act as an audience member sometimes. When I went to see Star Trek last week, I didn't add my own commentary, and I'm sure the rest of the theater was thankful for that. However, about an hour into the movie, I did pull out my iPhone and tweet about how awesome the movie was.

Consumer, on the other hand, may be passive or may be active. If we are talking about consumption of content, that process may be a pretty inactive one. However, if you are talking about consumption of a product, then, of course the consumer must take action. They must call a phone number, get up and go to the store or log on and order.

An user is a completely active. They are clicking, dragging, opening, inputting data, commenting and sharing with their friends.

But think about this, when I am watching Lost at ABC.com on my laptop, am I an audience member? Of course I am. Then while watching I see a commercial for a Subaru WRX. At that moment I am expected to act like a consumer, right? Then if I start playing with an embedded widget that's delivered with the ad, I've obviously, become a user at that moment.

Therein lies the beauty and danger of online marketing. You can never treat your target as only one of these. They can switch from an audience member to a user, to a consumer at the blink of an eye. They also, can switch from a vocal advocate to vocal critic just as quickly.

When is the time?!

2009-05-20T15:06:00.003-04:00

Russell sent me the following article: Advertising's new model: Clock-watchers no more.

The premise: Coke is paying their agencies based on value (results) instead of hours. This is a fascinating premise to me and you should read the whole thing, but there's one section in the article that stuck out heinously to me:

The industry, already sick because of the recession, turned a bit bluer in the face at the news. (...) It is hardly an opportune time to discuss a change in compensation models.

What?! When is the time, then? It seems to me that when times are tough, clients and agencies are desperate, and old measures aren't working anymore... that is the time to change the old models. Or at least give it the ol' college try!

Try try try! Shake shake shake! And if it doesn't work, where are we? Back to the difficult place we are now?

Your Career and Social Voyeurism: a Response

2009-05-18T15:11:00.007-04:00

Toward the end of last week, I received a tweet from @Joseph_Yi: Hi! Just wrote a new blog post: Your Career & Social Voyeurism: http://tinyurl.com/pwycmk Would love to hear your opinion!

Why not? Yes, he sent the same tweet to a dozen other people, but he was quick to respond when I asked him a follow-up question. You can market your content without acting like a bot, see?

The post that Joseph wrote is about "social voyeurism"-- the concept that your future boss can see your Facebook pics, your family can see what's written on your Twitter account, etc. And because you're being tagged in notes that your friends write, and your coworkers are writing snarky comments on your wall, and your ex-boyfriend is posting photos of you that show up in every feed you have... this content is not always under your control.

So! Is this bad? Definitely, for the people who consider their work lives and their home lives separate. I have plenty of friends who work for the weekend, then loosen the tie and become someone they'd rather their coworkers remain unaware of.

But I want to take a more contrary opinion. More and more, I believe that these walls should come down. Today's agency (as Joseph's post speaks specifically about careers) is changing, opening up.

I know that I want to work with real people... complete with character, personality, and a life outside of work. These are people I'm going to be spending 40+ hours with each week, cramped in warm rooms, trying to bring life to ideas. Do I want to spend every waking hour with people who are completely buttoned up, free of vice and nuance? Definitely not.

I want to look at your Facebook and see the activities you're into, what you did with your friends last weekend. I want to read your Twitter account to see if you crack jokes, publish links I haven't seen yet, frequently misspell words. I want a chance to see the sides of you that I would never see in a formal interview, but which are important to the dynamic of a creative environment like an advertising agency.

This works in moderation, of course. There are things you don't want to share with the world, and that's understandable. But the internet isn't a great place to keep things private. A certain amount of openness and honesty is the barrier to entry, as far as I'm concerned. As Joseph mentions, there are privacy settings you can engage and precautions you can take to keep your most mortifying content under some level of control. It's up to you to keep in mind that privacy is an illusion, and to take the best steps you can toward cleaning up your "brand," if that's a major concern for you.

Your thoughts? Am I being naive and extreme, as usual?

Returning to What Worked in the Past

2009-05-18T10:03:00.003-04:00

Today I was watching one of the news channels and I was snapped to attention when I heard a phrase I've been hearing a lot lately. An "expert" talking about the U.S. said, "We just need to return to what made our country great in the first place." I've heard that sentence or one like it recently applied to businesses, churches, professional teams and now the country. While it sounds good, it's bologna.

Tactics that worked in the past, rarely will work forever. For a tactic to work eternally, everything would have to remain static. The competitive landscape would have to be the same, the consumer's attitude would have to be the same, the economy would have to be the same. This would rarely, no strike that, never be the case.

We are facing the most expansive changes we have ever seen. The economy is in a drastic flux, the competition is using methods not even dreamed of 5 years ago, and most importantly, consumers have fundamentally changed due to their new found digital power.

Tectonic changes are taking place, returning to what worked in the past is a recipe for failure.

Star Trek: A Lesson in Rebranding

2009-05-15T07:00:00.006-04:00

Trekkies Bash New Star Trek Film As 'Fun, Watchable'

While I love The Onion's tongue-in-cheek take on the new Star Trek movie, It's been interesting to see the response to the film, especially from hardcore fans. Last week I went to see it and it seems to be transcending the typical audience. As I watched the young Captain Kirk, once again, save the universe, I could not help but see this movie as a great example of re-branding. Think about trying to update a product that has such passionate fans that the slightest misstep would reverberate around the net for years. Tropicana learned this lesson the hard way.

They did 4 things really well that has lead to success:

They didn't completely forget the past. Through out the movie references were made to previous captains and characters. For the geekier of us, these were moments when we were treated as insiders, validating our long-standing relationship with the franchise.
They tied the past brand with the new brand. (SPOILER ALERT) Leonard Nimoy showing up as Spock carried good elements from the previous franchise into this new version. This is way we often spend time creating a Brand Vision document. The focus of this document is to identify elements of the brand that no longer resonate with the consumer and more importantly identify elements of the brand that should be carried forward.
They limited sacred cows. The complete redesign of the bridge of the Enterprise is visually appealing. The logical question would be, "Why is the Kirk's first Enterprise so much more modern than one's that would appear later in the Trek mythology?" It doesn't matter! The consumer experience demanded that some things would have to be left behind.
The consumer experience was honored. This may be the most important point. Knowing what connects with the consumer is at the core of what marketing is. Never before has there been such an opportunity to listen to the consumer as there is today, via social media.

This movie could have been a disaster. By applying simple, logical marketing principles J.J. Abrams was able to update a passionately loved brand without alienating the current, ardent fans. You can do the same thing for your brand.

"Live Long and Prosper!"

Consumer Experience as Differentiator

2009-05-13T10:54:00.003-04:00

We often strive to find a key differentiator as we develop a position for our brands. That's good. All things being equal, a consumer will buy only the cheapest product if they see no difference between competitors. This, of course, is the a factor in commoditization of a category.

But as we look to differentiate ourselves, we cannot forget the consumer experience from end to end. This is especially relevant online. If your online presence, whether we're talking about your website, Facebook page or variety of social media tactics, is the same as everyone else's then you've missed an opportunity to stand against the tide of commoditization.

Just to be balanced let me add one list caveat. When creating a unique consumer experience, make sure the online experience reflects good usability practices. Creating something that is unique, but unusable might differentiate you in a negative way.

The online experience should leave the consumer with three positive thoughts:

I found what I was looking for quickly and with no frustration.
I confirmed that I was smart to choose this company's product or service.
I was surprised to find out [fill in the blank.]

What a Difference Passion Makes

2009-05-12T09:02:00.003-04:00

About a week ago I pulled back into town after heading up north for a client presentation. It was close enough to drive, so I rented a car, drove the 5 hours north, spent the night, presented and drove 5 hours south. I was beat. However, the following day, I had committed to pick up a classic Honda Passport C70. It's kind of a cross between a moped and a scooter. I had to drive 3 hours north east, wheel and deal, then drive 3 hours back home. I did this because, my daughter was going to use the scooter for her senior project on the history of motorcycles and how attitudes had changed over the years.

She's not the most passionate student, but when she was helping me unload the scooter, I could tell she was restraining her excitement. Since that day she has begun collecting documentation, finding online resources, and doing her research. She has repeatedly said to me, in her calm tone, "Dad, you know I'm excited about this."

The bottom line? Passion drives action. The single biggest weakness in almost all marketing, particularly online marketing and especially online social marketing, is the absence of what we call a Point of Passion. This is a deep, emotional context that ties together all tactics. Without, you're just shooting in the dark.

4 Reasons Not to Become Obssessed with How Many Followers You Have

2009-05-11T10:47:00.003-04:00

I've been amused lately by how often I've heard complaints about social media's reach. This is usually based on viewing a brands Facebook or Twitter page and seeing a brand that has maybe 30,000 followers or friends.

The logic usually works like this, "I can pay for media, whether print or TV, and get millions of impressions, why should I use social media?" That's comparing apples to kumquats and here's why:

We are talking about communicating with ardent fans. While most brands wish that every single person interrupted by an ad, would be a fan, they simply are not. It's almost like you are sending talking points, to your favorite brand pundits. There may be few of them, but they have a passion and a platform.
It's getting easier and easier to ignore mass media ads. While you can buy millions of brand impressions, you cannot buy millions of brand engagements. That requires a dialogue with your passionate supporters.
An online fan base represents more impressions than just the fans or followers. For example the average number of followers per twitterer is 70. That means if you have 30,000 followers, and only 20% of them retweet a message you send then you would have a social impression for that message of 420,000. With Facebook the numbers get even more interesting. According to The Economist the average number of Facebook friends is 12o. Additionally, applications can be built that will post a message to a user's "wall" when actions are taken. This means a brand with 30,000 friends could repeatedly generate as many as 3.6 million impressions.
It would be crazy to say that advertising in all other media should cease except for online social marketing. The question keeps being asked, "Should I do traditional or social marketing." The answer is, "Yes!" An effective strategy should surround the consumer and speak to them appropriately in a variety of media.

So, don't become too obssessed with how many followers or friends your brand has. Join the conversation with your most ardent, passionate fans and your message can have a surprising impact.

Ponder Episode 5

2009-05-08T11:36:00.007-04:00

In this episode of Ponder, you'll hear from Account Executives Kent Rademaker and John Kladakis and Application Developers Jordan Thomas and Eric Rohlman.

The team will discuss:

Game platforms evolving into full-service entertainment centers.

The future of PC gaming.

Wikipedia, and what it means for brands.

Subscribe to Ponder in iTunes! Search for "WonderGroup" in the directory, or visit our podcast page here.

You may also stream our podcast on your computer at http://www.wondergroup.com/podcast/PonderCast05082009.mp3.

Link roundup

2009-05-07T14:54:00.003-04:00

Due to some out-of-townishness, I've been way behind in sharing linky greatness with you. From the recent files:

--> Charlie sends us a New York Times link about MiFi: your own portable Wi-Fi bubble. Share your connection with up to 4 other people, with far less hassle than other options currently on the marketplace.

--> Vicki points us toward Chanel N°5's "movie," featuring Audrey Tatou. Beautiful execution, clear but unannoying branding. And, uh, Audrey Tatou. (I should also note that Vicki discovered this through a rich media banner, where the entire movie plays very gracefully without taking you from the page. However, there's no way for me to link you to that specific banner.)

--> Lisa and Vicki share the Lackus Appreciatis campaign, just in time for Mother's Day. When in doubt, let Florence Henderson throw down a guilt trip.

--> Lee sends an incredible Honda Insight spot, which I would normally embed here but the Vimeo takeover is part of the fun.

Jump On Board the Soul (Patch) Train

2009-04-21T16:14:00.004-04:00

By Jacques Munkey

The soul patch is the very foundation of unshaven awesome. That’s why it’s my choice for getting the most bang for my self-expression buck.

The time has come for everyone to experience this kind of cool. WonderGroup is declaring May 29th “National Soul Patch Day.” To inaugurate this auspicious day, we’re holding a Soul Patch Contest.

Terms:

The terms of the contest are simple. Entry is open to anyone— men, women, children, whomever. Some of you may have to get more creative than others (I’m looking at you, ladies) but you can do it. National Soul Patch Day is yours, so own it!

From now until May 22nd, do whatever you need to get your soul patch in fighting shape. Fertilize it, sing to it, play it jazz, dribble over-priced coffee into it. Heck, forge it in the fires of Mt. Doom if you must. Then, take a picture, and upload it on Flickr.

For a photo to qualify, no significant facial hair, save the soul, patch can be present on the face! A full beard, by definition, contains a soul patch, but a soul patch cannot contain a beard. To qualify in the Most Dramatic Change category, before and after photos need to be included.

Upload the picture to our Flickr pool. All photos must be in by 5:00pm on May 22nd, 2009 to be eligible. Photos will be judged thusly:

1. First, all soul patch photos will be placed on a scale and weighed against a photo of a feather. Only the photos lighter than the feather photo will continue on. The rest will be devoured by Ammit, our paper shredder.

2. The photos that are left will be judged subjectively. If you don’t win, it doesn’t mean your soul patch wasn’t good. It just means it wasn’t good for us.

Prizes:

Prizes will be awarded in the following categories:
• Most Drastic Change (Includes clean-shaven-to-patch and full-beard-to-patch.)
• Most Creative
• Judges’ Choice

The prize in each category is a custom National Soul Patch Day T-shirt, and also the pride you’ll feel whenever someone sees you wear that T-shirt.

Ask questions or make comments using #wgsoulpatch on Twitter, and follow the updates here. All entries will be displayed on Flickr, under the group “The Soul (Patch) Train.”

Good luck to all of you. May the patch be with you!

UPDATE: A printable poster is available here. Put it up and display your support for National Soul Patch Day.

The Social Media Revolution Will Not Be Televised

2009-04-17T10:52:00.003-04:00

Today's guest post is by the inimitable Barrett Condy:

The Social Media Revolution Will Not Be Televised

When I see online marketers promise that Twitter can grow one’s business, I like to imagine that same guy or gal, right after the invention of movable type. I imagine them sitting with a group of Renaissance-types, trying to brainstorm a campaign telling people that it was cool to think again. Our friend clears his throat and says, “We can put it in print!”

Everyone nodded, the account executive wrote it on the scroll with all the other ideas, but everyone was secretly thinking that it felt shaky. That’s because, even when it was new, print was a medium, not a concept. Fast-forward 570 years, and the same goes for Twitter, Facebook and the rest.

In an op ed posted recently at MediaBistro, Head of Planning at Modernista! Gareth Kay postulated that there hasn’t been a social media revolution, and there probably never would be.

Social media is kind of a big deal at WonderGroup. We spend a lot of time thinking about it, talking about it and weaving it into marketing strategy. We also spend a lot of time using it. When I saw Gareth Kay’s article, I thought he would be another social media naysayer. But nay!

Mr. Kay’s point, and I’m inclined to agree, is that social media isn’t important, but social ideas are. To paraphrase WonderGroup’s own social media expert, Pete Healy, “Social media is just another form of media, not a concept of its own.” It’s not impressive THAT a company tweets, but rather WHAT a company tweets.

The difference between social media and traditional (read “older”) media is that it requires a different kind of idea to work on it. This is the part where I start to disagree with Kay’s article.

The social media revolution will come when marketers change their thinking. As a whole, we haven’t adapted well to social media yet, but we must. Right now, some folks are seeing it as a new channel to blast information through, and a free one at that! Nothing is free, though, and every time we invade social media with one-sided communication, we’re paying a price in credibility, and we’re needlessly wasting consumers’ valuable attention.

Ponder Episode 4

2009-04-15T09:00:00.003-04:00

In this episode of Ponder, you'll hear from COO & CCO Matt Fischer, Copywriter JP Kinerk, Assistant Account Executive Kent Rademaker, and Account Manager Alli Tracy.

The team will discuss:

Facebook's decision to open to developers
The magic of StumbleUpon
In-flight wi-fi-- too much?

Subscribe to Ponder in iTunes! Search for "WonderGroup" in the directory, or visit our podcast page here.

You may also stream our podcast on your computer at http://www.wondergroup.com/podcast/PonderCast04142009.mp3. [Update: the correct file is up now. My apologies! --Red]

Big Brother is Watching

2009-03-31T17:01:00.004-04:00

Maybe I'll just turn over the keys to this blog to Heather. She's been rocking out the guest posts lately!

Big Brother is Watching

So just a quick blog for the WonderBlog – we’ve seen recent examples of being careful what you Twitter so you don’t get fired. Well – future clients/employers aren’t the only ones watching our Twitters!

Last night, my friend Nicole saw a commercial for Hardee's featuring the gorgeous Padma Lakshima (host of Top Chef). Nicole tweeted:

padma lakshmi is shilling for hardees? that must be some burger.

Lo and behold... the Hardee's Twitter Gods were watching! She received a reply from them:

@nicbrat Oh, it's some burger

And she messaged back!

@Hardees lol well lunch is in 2 hours. I'll have to check it out.

Now it turns out she didn’t have time to go at lunch – but she is going for dinner!

Is this an isolated case? Nope! Last night I was watching TV and saw a commercial for The Unusuals – a new show on ABC – and tweeted:

the new abc show - the unusuals - it's another Oz-fest!
(I was referencing that 2 former cast members of the HBO series Oz are on this new show – they tend to be cast in bulk. Law & Order has a herd of them!)

And...guess who is following me on Twitter today?

It’s not a surprise that brands are doing this. The wonderful world of the internet has made it easy. I recently signed up on Splitweet.com, which allows you to manage multiple Twitter accounts through one interface. But it also has a “brands” tool that allows you to see anytime anybody (not just who you’re following) in the Twitter world has tweeted about that brand. Thus, companies like Hardee's and ABC can set up keywords such as “hardees” or “unusuals” and when they see a relevant tweet – they respond and social media does its job.

Thus Hardee's sells an extra burger and ABC picks up an extra viewer (at least for the first week).

So next time you tweet...just remember that Big Brother is watching. Now if I can only figure out how to get a date by twittering...

Variable Pricing... Yes, But

2009-03-31T08:32:00.002-04:00

Okay, we all knew it was coming. On Apple 7th, the iTunes Music Store will begin to offer variable pricing for music. At first glance, this makes sense. After all, isn't this the way music has always been sold? Popular songs cost more, obscure or niche music costs less. Isn't that just capitalism at work?

Well, not really. As I understand it, Apple will be setting the price based on downloads using an algorithm. So, the creator of the content does not have control over her own marketing. If a band wants sell their music cheap to build buzz, even though they might have a significant audience, sorry can't do it.

But there's a far bigger issue here. The consumer wants to deal with companies they trust. Trust comes from two factors certainty and simplicity. iTMS is going the opposite direction. Apple has been successful because of their commitment to simplicity.

Gadgetphiles have always complained about significant features left out of Apple products, such as iPods without FM tuners, iPhones without video capture, laptops without floppies (do you remember floppies?) etc.

I don't think the new pricing structure will be a disaster, I just think it's a crack in the wall and I hope it doesn't portend a change in Apple's thinking, or worse, foreshadow what a post-Steve Apple might look like.

However, we can learn something. When Apple brings out a product that is simple and easy to understand they hit a home run. When developing a new product, a marketing plan or a promotion, there is power in keeping it simple.

Crazy social media prediction #5

2009-03-27T10:00:00.003-04:00

For the back story on this, please see Monday's WonderBlog post about "crazy social media predictions."

Crazy social media prediction #5: The Yankee Stadium social experience

Before anyone gets ruffled, Kent and I just chose Yankee Stadium because they're getting a new one. It makes it easier to dream.

We predict that a new stadium (any of 'em, though baseball fits best) will have an integrated social media experience. There will be a select group of seats with touchscreen access-- like on a swank airplane or taxi.

From these touchscreens, users have a variety of options. They can view game and player stats, updated in real-time. They can order food from the concession stands. But they can also have a more social experience by texting other (opted-in) touchscreen ticket-holders. Connect to other fans, make plans to meet at the bar afterward, make friendly bets on the outcome of the game, etc.

As an additional fun gimmick, a video screen will be installed in the opposing team's dugout. Touchscreen users can "techle" (tech/text heckle, I am so cute) the other team throughout the game (text only, no audio).

Crazy social media prediction #4

2009-03-26T10:00:00.004-04:00

For the back story on this, please see Monday's WonderBlog post about "crazy social media predictions."

Crazy social media prediction #4: Added value for good advertising

Kent and I predict that voting on television spots will transcend the SuperBowl and become commonplace.

Users aren't frustrated by all advertising, but they do lash out against bad advertising. The new commercial rating program means that spots that are rated highly by users (online or through television) earn more airtime or better placement. This added value becomes a incentive for brands to create strong advertising that users are more prone to watch, digest, discuss, promote.

This means that instead of a company setting their eyes on one TV extravaganza, there is a day-to-day pressure to create the next user-adored television spot. Budgets turn away from million-dollar spots and focus more on user-generated content. After all, the industry has seen that the best ideas can come from anywhere, so more avenues begin to open for the layman to share his scripts, jokes, videos, etc.

Crazy social media prediction #3

2009-03-25T10:00:00.004-04:00

For the back story on this, please see Monday's WonderBlog post about "crazy social media predictions."

Crazy social media prediction #3: Choose Your Own Adventure episodes

I have to give Kent the credit for this one: when we were talking about possible new routes for television, he mentioned that it would be incredible if a TV show filmed multiple tracks along which a single episode could progress. At each commercial break, users are encouraged to vote on which track the show follows, in the vein of Choose Your Own Adventure.

This option would only be available for people watching the show at the premier (not through DVR a week later), which would increase viewership of the show in real-time. Users would become heavily invested in the storylines that they were helping to drive, and would be willing to look past the lower-budget nature of the shows (which are cranking out so many extra scenes). New communities begin forming as people band together to push a show in a particular direction. Viewing parties become common, but not all in the same house-- after all, each television gets one vote, so users use social media to stay in touch during the show.

Bonus scenes and alternate tracks are released with the show DVDs as bonus features.

Crazy social media prediction #2

2009-03-24T10:00:00.005-04:00

For the back story on this, please see Monday's WonderBlog post about "crazy social media predictions."

Crazy social media prediction #2: Real-time TV rating

I pitched this CSMP to my coworker Kent, and we started building it up and chopping it down. The basic idea was that, with web capability slowly moving toward the television and services like TiVo already giving a small taste of web functions (heuristic learning, mobile apps, ordering a freakin' pizza), there could be room for social ratings systems to become more popular.

What is different about this idea than the Netflix 5-star rating or similar setups with YouTube, Hulu, etc? We imagine that you'll be able to "ping" a particular moment in a television episode when it's funny/touching/shocking. Other users can then see the social graph of the episode-- the ups, the downs, how many pinged moments there are, how users rated the episode as a whole.

Users can view this social episode layover for just their friends, or for all TiVo (etc) users who have ranked it. Television networks can view the graphs, using it almost as a type of Nielsen rating with person-by-person feedback.

Adoption will be quick and painless-- the service will use buttons that already exist on the average remote control and the service itself will roll out as part of a TiVo or DVR service.

Crazy social media prediction #1

2009-03-23T10:55:00.003-04:00

A few weeks ago, I was reading through a deck of social media predictions for 2009. This prediction concept is not a new one, but it struck me anyway.

I wanted to write some social media predictions of my own-- but I wanted them to go farther. Even if they end up being ridiculous, and a few of them certainly do, I felt this was a worthy exercise. I'll be posting a few of them this week, and I had some help on the others. If you have any builds, branches, or new ideas, I'd love to hear them.

Crazy social media prediction #1: Livetweet movie screenings

Any fanboy worth his salt sees a hotly anticipated movie at the midnight showing-- the very first airing on a movie's opening day. Years ago, this screening was a sacred event for the dedicated and the geeky, but as with much geekdom it has become far more mainstream. There are midnight showings for a slew of movies, whether or not they deserve the ritual. It is no longer the special occasion it used to be.

I predict that while the midnight showing becomes commonplace, a new screening style will emerge: the livetweet session. Theaters will give a movie a limited run where users are permitted (encouraged!) to bring laptops and mobile devices to livetweet the entire movie. In fact, the screen will be specially equipped with a sidebar where you can read tweets using specific-to-the-screening hashtags. This will allow users to hold an in-movie conversation, whether they choose to poke fun, add commentary, or guess who the killer might be.

Mainstream moviegoers won't immediately understand the appeal of the livetweet showing, but early adopters will revel in the new social layer of the movie screening.