Marketer's Lab

Twitter-scape, Twitter-sphere, Twitter-verse, Twitter-iffic

My last post, quite a while ago (ahem), covered my entree to the world of Twitter.  I was, and continue to be, appropriately suspect of the hype around Twitter and all the Social Media "stuff" out there promising great and wonderful things for marketers.  Overall, I'm much more of a believer in Twitter now.  I thought it might be helpful to share some of my early thoughts and experiences.   

Practice "monogamiscuity" - No, this is not a Bush-ism for a youth health program, but a word that captures the essence of what has worked well so far for me in the Twitter-sphere.  (Stephen Colbert, you're free to run with this one).  The idea is to follow selectively, but follow many.  By casting a wider, but still discerning net, you access a lot of valuable information without having to wade through a ton of junk. 

Relax and lurk - Content shortages are yet to be an issue in the world of Twitter, so don't feel pressured to contribute for the sake of contributing.  Making quality contributions clearly makes you more attractive to potential followers, so it's important at some level, but I know a lot of marketers stressed out about fueling the Twitter machine.  Active listening through Twitter can be super-valuable.

Contributions = value to followers - Not flying in the face of the previous point, but if building a following is important you do need to provide value to your followers.  Seems obvious enough, a pretty basic Social Media principle, but worth mentioning if you intend to develop a meaningful audience.  There's a bit of snobbery out there on the value of re-tweeting and simply aggregating the content of others, I say if you find resources you like and think would be of value by all means share them. Make your followers happy and they'll spread the word.

Urchins are everywhere - While I'm not currently being followed, that I know of, by any deposed Nigerian royalty, it's clear many of the email SPAM contingent have moved over to Twitter.  It's too bad, but I suppose inevitable that these folks would find their way to Twitter.

Twitter as a marketing amplifier - In addition to being a great stand-alone platform, I see Twitter as an amazing marketing amplifier.  Used as an extension of other core marketing programs, Twitter can extend the reach and engagement of virtually any initiative.  I feel like this integration will evolve to be the sweet spot for Twitter. 

Still lots to learn about Twitter, I'm actively searching for good Twitter marketing resources which I will of course share here.  For now it's safe to say I've moved from skeptic to skeptical fan of Twitter.

The Twitter Experiment

I've been less than wildly enthusiastic about the practical marketing applications for Twitter. In marketing circles this might come off as "unenlightened" or "old-school", I like to think of it more as appropriately skeptical.  In truth, while I've done a ton of reading and exploration on Twitter, I hadn't taken the plunge and signed up for an account.  Finally I've taken the two minutes to sign up for an account and I'm off and tweeting.

Without question, time is my most valuable resource.  I have little patience for anything that consumes time and doesn't really provide value of some sort.  Don't get me wrong, I don't have every moment of my day scheduled and aligned with a project, but I am without question stingy with my time.  My biggest concern entering into Twitterland is the amount of time I'll need to spend to realize any value.  I fully understand the social media dynamic of contributing to the collective to ultimately get something back, this is where I anticipate the greatest time commitment, even 140 characters at a time.

I like to "begin with the end in mind" on any project, I think I'll be more successful with Twitter if I stay focused on just a couple simple goals:

- Finding like-minded marketers - The work we're doing at Upshot Institute and the topics I'm focused on with Marketer's Lab, both rely on an ongoing interaction with tech-interested marketers.  I'd like to use Twitter to find other marketers interested in these same topics. 

- Learn more about marketing technology - There's an amazing universe of brilliant people out there, I'd like to tap into some of that genius and use Twitter to connect with the people shaping the marketing technology space. 

I feel compelled to say "yes, I know I must contribute to the dialogue and I know it's not just what I'll get out of it".  You're welcome Social Media militants.  I have to say I'm excited about some of the early interactions and optimistic about what might be possible.  As a close, if anyone reading has suggestions for good resources on best practices for marketing via Twitter, would love to see them.  Keep you posted, follow me if you like...

Storytelling and Technology

A friend forwarded this presentation from Nick Bilton, delivered as the keynote at the O'Reilly Tools of Change for Publishing Conference.  Not surprisingly, the presentation has a publishing focus, but it drives home several foundational ideas which are critically important right now no matter what industry you're in.  For me the biggest idea is how much of what we do as marketers is about storytelling.  For a huge swath of marketers/communicators/journalists, our ability to craft and deliver a compelling story that can connect and move people is the heart of what we do.  I'm not so sure a lot of marketers really think about things this way.  Nick does a great job framing this idea and integrating how technology can enable a great story, a preview of how things are evolving.  

Antisocial Media

I maintain a presence on a couple social networks, but I'm not on Facebook, I don't Twitter and I only post to my blog every couple days. (Pause while marketers reading this gasp and then transition to chuckles about what a Social Media loser I must be).  My Google reader,  until a recent "reader bankruptcy" where I nuked everything and started over, was a logjam of unread posts and other content.  With all the buzz about everything social, my inability/choice to limit my social stuff has me feeling a little antisocial.

Yes we're in the "age of conversation" and 'everyone is smarter than the few" and we all need to be transparent and collaborate while we watch the "world get smaller", but how much is too much?  I came across a piece by Phil Johnson over at AdAge who did a nice post on this very subject.  Phil also points to a more inflammatory post by Peter Madden who calls out "Facebook as a freak show", not surprisingly drawing the ire of many a Facebook fan. Interesting to read the comments on the freak show post, here's a couple excerpts: 

From the "You just don't get Social Media" camp:

"you seem to be echoing the standard sentiments of a neophyte user"

"Um, is this a post from about 3 years ago that's been accidentally re-published? I can't quite believe it would be current."

"Facebook is an early look at the future of digital advertising and social/consumer CRM."

"Facebook is to the future of advertising as Google was for search."

"If this article is satire, it's only mildly amusing."

"If the author is serious, then he's just one more dinosaur stuck in the tar pit that is traditional advertising."

From the "Skeptical of Social Media" camp:

"I'm tired of hearing about who posted what on your message board. Get back to work"

"Facebook, like any form or social discourse, faces the risk that the overall tone of the conversation is dominated by the lowest form of discourse." - Robert Heath

"I guess if your looking for depth in an online community stop playing in the shallow end of the social networking pool"

"a conversation consisting of "Peter is getting on a plane in Las Vegas... Brittany is having french toast for breakfast... Gary has the sniffles" is a bore in ANY medium."

Religion, politics and now apparently Social Media?  Why is this so hard?  My theory is that everyone is looking for the "right answer", when there isn't one.  Every audience is different, every product is unique and the marketing dynamics for every campaign vary.  To claim Social Media, however you define it, works or doesn't ignores all these unique characteristics. 

I am wildly passionate about the opportunities Social Media makes available, but also appropriately skeptical that it's a magical world where all your marketing dreams can come true.  If there's one thing Social Media has taught us is that there are few absolutes, probably not a bad thing to keep in mind as we evolve along together.

Do I Know You?

"Hi, remember me?  I'm your client, (or maybe a potential client).  Wanted to check in, seems like its been a long time since we really connected.  A while ago you seemed to hang on my every word, wanted to know what my interests were, what kinds of things I was into, where I hung out, where I got my information and how I was feeling about "us".  I've changed a lot and not sure you really know me anymore.  Are you really still interested in me?"

The above is not an excerpt from a bad TV script (although it certainly could be), but a little snippit to remind us we are in relationships with clients and prospects.  "Know your customer", it's one of those fundamental marketing concepts all marketers seem to universally understand and agree on.  Chances are good that with the current belt-tightening most marketers are enduring any budget you might have had lined up for research has been cut.  If not, congratulations, you work for an enlightened, and probably well-funded, organization.  If you're like most marketers you now have limited funds to learn more about your clients or prospects. 

Why is research so important?  When every dollar counts, knowing those dollars are spent well is critical.  A deeper understanding of your target provides insights that can sharpen your messaging, targeting and overall strategy.  Simply put, better, richer information helps you make more informed decisions.

The good news is there are some fantastic options for learning more about your market without breaking the bank.  In no particular order:

Online surveys - Online surveys are cheap, easy to use and with a well designed set of questions can provide some great insights.  There's no shortage of providers in this space, companies like Keysurvey, Zoomerang, Survey Monkey and Survey Gizmo all provide good services. 

Community - Whether you define community as topic-centric community sites or as the larger "community" that includes all Social Media, there is an enormous opportunity to simply listen to your target clients.  Take the time to listen to what's happening in these environments.  

Focus groups - I'm a fan of the low-key, informal focus group and less a fan of the one-way mirror/laboratory-style focus group.  Gathering together a couple handfuls of clients/prospects for lunch and a lightly moderated discussion can produce some very interesting insights.  For the cost of a few pizzas you can learn a lot. 

Smile and dial - Similar to the focus group idea, just pick up the phone and call a few target contacts, offer them a little something to spend a few minutes on the phone and away you go.  Surprisingly even without any incentive, many people are willing to spend a few minutes to share their thoughts.  I've done this many times and have been amazed how well it works.  Certainly not quantitative information, but helpful and informative every time.

Talk to your salespeople - Your sales team is taking your message to the streets each and every day.  They are on the receiving end of a mountain of raw, unvarnished and often very direct "feedback" from prospects.  In addition to building your relationship with the sales team, talking to your salespeople provides a perspective that's hard to get any other way.   

With a little effort its not terribly tough to deepen your knowledge of your target.  Like any relationship, you get out of it what you put into it.