Innovation: Focus On What Makes You Different
March 30, 2013 at 1:00 am | Posted in Uncategorized | Leave a comment
Back in the day, I went to art school.
I was thrilled to get in and immersed myself in just about everything except painting, which I hated. At that time, the early 1990′s, Photoshop was becoming a real thing. I was also really interested in (very dense) art theory and conceptual art. Over the years, I produced work and was in the occasional show around town.
Through it all, I always had an eye and interest on a number of arts and artists that were unabashedly commercial. A lot of my ideas were rooted in media, and I struggled with this through most of my time in art school, struggling to produce “real” art. I’d always had a creative bend, but the ideas and work I was most interested in doing was definitely more commercial – that’s at least the way I see it now.
When I look back on those experiences, I see them far more in line with the kind of work I do now – and that’s really what this post is about. Invest in your passions.
Don’t try to conform your ideas, run with them and shape your own voice and identity. It’s one thing to be inspired, but there comes a time to shed those inspirations and make your own path. We need more uniqueness in world of digital and social marketing. Ideas are everything, and I’ll take new ideas over new technology any day of the week.
Take ideas and models that have been successful – Take them, break them and make them your own.
The best way to stand out – for your personal brand, or your business brand – is to be different. Don’t try to fit in, focus on what makes you different. Dare to try, and you’ll be called an innovator.
RTM and Sports Sponsorship – The Next Big Thing?
February 27, 2013 at 4:54 pm | Posted in Branding, RTM, Social Media, Sponsorship | Leave a commentTags: Oreo, Oscars, Real Time Marketing, RTM, Superbowl
RTM = Real Time Marketing.
RTM has been all the talk this week, mostly in connection with social marketing surrounding the Oscars broadcast. Here’s the basics if you’re not on top of this yet… You may already know how we got here, but if you don’t – the background is essential to get to my idea.
Remember the Superbowl blackout? Well, there were more tweets and social activity about the blackout than any other part of the event. A couple of brands jumped on the “opportunity”, most notably Oreo, who tweeted this “You can dunk in the dark” on the fly.
Oreo (and its PR team) was praised for its agility and willingness to pull this off, and was prepared with designers, executive buy-in and a good sense of timing. The background here of course, was that Superbowl advertising is extremely expensive, gets previews and hype before the game and is widely regarded as the height of broadcast advertising as you well know. But here was Oreo, leveraging “free” social media, and stealing the spotlight. The shark was jumped.
So RTM became the overnight forefront of social marketing (even though the concept originated in the 90′s).
Then, along come the Oscars – the next big, wide-spread event with real-time potential. And everybody was ready to see what brands were going to trot out and attempt to capture the moment and opportunity. At the end of the event, nothing really stood out – as the marketing pieces were not really ground-breaking by any means, and unlike a Superbowl blackout – there was no real-time “opportunity” to capitalize on.
But the Oscars RTM tweets did prove one thing. RTM is now, officially, part of a brand strategy mix.
Personally, I think this is really cool – and requires some innovative corporate culture, creative ability and risk – there is a lot of risk associated with RTM, and that makes it exciting – well, at least to me, and I hope for you as well.
So – what’s the tie in with Sports Sponsorship?
Teams and sponsors are always looking for innovative ways to activate sponsors. I’ve worked with teams to help monetize and package social assets and help train corporate sales teams on selling them – and I believe there is a great opportunity here for teams and sponsors a like.
Sports events are PERFECT for RTM. There are several real-time opportunities present here for teams and brands that are looking to innovate – and deal with risk. The benefits and the rewards are potentially great here, but this is not for team and for every brand (nor was it for brands during the Oscars). RTM Sponsorship is highly customized, within a high trust relationship – and needs to be mediated with both team and sponsor involved.
I believe this is a huge opportunity – one that I am looking to spend more time looking at, and hopefully – testing out. There are great dynamic benefits here for the right situation. I think this is an exciting opportunity, and one that could provide strong value for fans/customers when done correctly.
If you want to talk about RTM Sponsorship, leave a comment or send me a message.
What’s Up With Vine?
January 28, 2013 at 1:05 am | Posted in Twitter, Video, Vine | Leave a commentTags: Twitter, Video sharing, Vine
Vine is a mobile app that provides creation and sharing of 6 seconds of video. Sounds cool, but wait – isn’t that what Tout is (does)?
Yes, kind of… But here’s what is different and potentially, exciting.
Tout is a mobile app that offers 15 seconds of video to create/share. The great thing about Vine is that it’s integrated into Twitter, so the sharing gets pretty easy. Vine offers some cool creation features as well – users record their video by touching and holding on the screen, so multiple “shots” are possible within those 6 seconds.
Vine’s social network aspects are clean and simple to use, a lot like Instagram’s. But it’s the Twitter integration that gives Vine a leg up. Twitter bought Vine back in October, so even though its a separate app, it’s still Twitter at the helm. Vine uses existing Twitter profiles as well.
There are obvious parallels here between Facebook/Instagram and Twitter/Vine. Video sharing has a lot of potential, and Vine is well positioned to capitalize on this. Considering recent Instagram frustrations and privacy/content issues, users may be quick to adopt the new Vine platform. I’ve been playing with it for a day now and it’s interesting to see how people are experimenting with it.
Should brands start using it? Too early to tell, but so far – I’m pretty bullish on Vine. I think there are great possibilities here! Tout never really took hold; whether thats because micro-video sharing isn’t what people want, or if the platform was lacking, I can’t say – but we’re about to find out. Keep an eye for now, but if you have the bandwidth, decent social populations (especially on Twitter), I’d be looking at getting Vine into the mix.
What’s the Deal with Facebook’s Graph Search?
January 17, 2013 at 3:21 am | Posted in Uncategorized | 2 CommentsTags: Facebook, Graph Search
So Facebook has a search function? Hasn’t it always had that?
Yes, but it only gave you search results for profiles and pages – this is a different thing all together. Facebook will now provide search results on all the data contained in your profile, and the profiles of 1 billion other people. If you’ve “Liked” something, it will show up here. Users will be able to search on things like people near them, who like sushi and Star Wars who are single – Facebook might just become a massive dating site, so watch out eHarmony! (seriously – watch out)
Will there be unique opportunities for marketers? Sure, but we really need to get our hands on it to see what we can do with it and learn more about how it works. This is all pretty early in the game.
Here’s what I see as some of the key points…
Graph Search will allow Facebook to monetize results with ads, like Google does. The other key element is that this kind of search is something Google cannot do – Google can’t compile contextual searches like this (Well, it has tried with +1′s but that’s another story). Graph search doesn’t “hurt” Google, but it certainly stands to make Facebook more relevant. These ads may be of real interest to marketers.
There is a danger here – it’s not so much a privacy issue but one of user concern. Users will come up in searches for things that they may have “Liked” (or been a “fan of”) several years ago – perhaps things that they don’t like anymore. Facebook seems bent on the concept of Timeline to map your life from birth till your last status update. Makes sense now. There are of course, user controls to limit or protect your privacy, but it’s never easy with Facebook.
It’s also possible that many users will abandon Facebook – users who originally signed up so they could connect and share with friends and family, who now find themselves caught up in something much deeper than that.
Will this produce new revenue growth to bolster Facebook’s stock price? It’s too early to tell… but it’s clearly designed to do this.
This isn’t a time to be prophetic about whether Graph Search is a “game changer” – but I am looking forward to using it.
One last thing – I’ve seen many posts about this, and I 100% agree that “Graph Search” is probably the worst name for this tool. It just doesn’t sound dynamic or fun - Just about anything could have been better!
Social Integration vs Destination
January 10, 2013 at 2:41 am | Posted in Branding, Facebook, Social Media, Strategy, Twitter | 1 CommentTags: Destination, Facebook, Social Marketing, Twitter
I made some predictions at the end of 2012 and stated my advice was to view social as less of a destination for the coming year.
So, what does that mean, exactly?
I’ve seen a number of brands do a great job with social media marketing – but have the “social too” focus. That gets enacted something like, “Like us on Facebook!”, or “Follow us on Twitter!”. It made sense to do this at first, as social media really took a firm grip on how to market your brand and saw rapid adoption and staggering growth.
This led to brands prioritizing their Facebook Page over any other asset. Broadcast TV ads directed consumers to Facebook Pages, not their website. I always viewed this cautiously – as Facebook is a separate entity. Facebook changes all the time, and as I have often said – it’s the fans/customers/consumers who really own social media, the brand is simply providing a structure for them to participate in. Brands don’t own their Facebook user data. Facebook is a completely separate business with its own agenda.
Now – where I’m coming from is to discontinue this practice of using Facebook as a destination. Its simply not enough to drive toward Likes and Follows – drive users towards goals and targets that are integrated into a larger marketing message. Drive them to a reason – to a focused message. Prioritize your own assets – your website, your app.
Social sites are still of huge importance – but what I’m saying is how you strategically integrate them into your mix is the real key. Remember, most Facebook users consume your content through their Newsfeed – and rarely come back to your page. When’s the last time you checked out a brand’s Twitter profile page? And increasingly – all these activities are happening via a mobile device.
So don’t just be “social too” – make social central to how you communicate. Don’t make someone else’s business the destination for yours.
2013 Predictions and Foresight
December 29, 2012 at 3:31 am | Posted in Uncategorized | Leave a comment
Let’s get right to it!
There is 1 theme I think everyone should take to heart in 2013 – position your website as your digital hub and view social as less of a destination.
Here’s what I mean:
You don’t own social. I’ve said that before – in the context that it’s your community that owns it as social is “their” space, but I mean something more factual than that in this case. You really don’t own your Facebook page, Twitter, you name it – that content is hosted on servers that you don’t own. You don’t own those platforms. Period.
Social has always been a rapidly changing landscape. Facebook changed its design many times and changed policies along with it. The recent Instagram flap was another reminder that these spaces are not yours, but they are businesses in their own rights with agendas of their own design.
Considering all that – why would you make your Facebook page your prime destination? Many brands do this – but I think this is mistake. Drive users to your website. Social is still very important – but it shouldn’t be your destination.
So – you should probably have a good website!
Ok, time for some predictions:
Last year I predicted that Google Plus was here to stay. I’ll still hold to this as Facebook is doing a great job of self immolation. I also predicted that RIM would have a bounce-back year. With Blackberry 10 pushed until mid Q1, 2013 – the jury is still out. And I was 1 for 4 on my sports picks.
#1) Apple begins to rot. I love Apple products. I did as a kid and still do today. But the iOS6 maps product was a massive fail. Releasing an iPad4 within 6 months of iPad3 irked many (like me). iPad Mini comes out without retina display – we all know what’s coming next, so why buy one until a screen standard across other devices is implemented. Androids already feature bigger screens in HD. The luster is off the Apple and it will get worse. Plus – their ads are increasingly lame.
2) Twitter Dominates. Yes, Facebook has about 1 billion users. But Twitter is more a part of mass media than any other social platform. Whether its sports, politics or news – Twitter is front and centre and this will only get stronger. While some #’s are still juvenile at best – Twitter is increasingly the go-to source for what’s happening both locally and internationally.
3) 2013 Sports Picks
- Superbowl: Baltimore Ravens
- Stanley Cup: Tampa Bay Lightning
- NBA: OKC
- World Series: Washington Nationals
What do you think? Call me out on my picks – my predictions and my advice!
Best to you in 2013!
Re-branding a Sports Team: New Orleans Pelicans and Other Crazy Ideas
December 8, 2012 at 2:19 am | Posted in Uncategorized | 41 Comments
Ok, well – it’s not crazy, actually. Here’s my thoughts on the NBA’s New Orleans Hornets changing their name to the Pelicans next season.
What do you think of when you think of what the NBA stands for? Cool, hip, digital/social media, wicked dunks, cool shoes, big personalities may come to mind – not really in line with… Pelicans.
Turns out there is some local history there – the Pelican is the State bird of Louisiana for one thing. And, back in the day, there was a minor league baseball team from the 1880′s-1950′s called the Pelicans that Played at Pelican stadium.
But what’s wrong with the Hornets you might be thinking? Is it that bad? I mean they’ve been the Hornets for 10 years in New Orleans! True, but they were also in Oklahoma for a while post Katrina. Before that – they were in Charlotte for about 10 years, not a huge amount of time. So they’ve been around the block so to speak.
Apparently – this is a done deal. And the Pelicans will fly again in 2013/14.
It’s been a bit controversial as the name Pelicans is not really cool. But let’s consider some other “cool” franchise names and ones that did or did not change names when they relocated.
Raptors, Jazz and Lakers
Here’s a “cool” NBA team name – the Raptors. Well, cool in 1992 at least. The Raptors (short for velociraptor, the term “raptor” is simply a bird of prey) came to be along the rise of Jurassic Park at a time when the NBA was as cool as cool could be. Now, it seems completely dated to many. Recent archeological discoveries also indicate that velociraptor had feathers back in the day – deadly, yes – but much more muppet like than lizard.
Other NBA teams have relocated. Is it just me, or does the State of Utah just scream “Jazz” to you? Of course not – so guess where they came from? Yes, New Orleans, of course – but they only played there for about 5 years in the 1970′s. However, changing the team name from “Jazz” now seems pretty absurd (success will do that).
Perhaps the most famous “what’s up with that?” name in the NBA is the Lakers. Now synonymous with Los Angeles, they were originally from Minnesota where they won 5 championships before moving to LA in 1960. There’s a lot of lakes in Minnesota (the “Land of 10,000 Lakes”), but I wouldn’t consider LA to be lake country.
The Lakers have an estimated franchise value of $900M – Tops in the NBA. Changing the name of the Lakers is actually a crazy idea. No one would EVER consider renaming them to something more connected to the city like, oh say… Pelicans. Or Golden Seals (don’t get me started). But is franchise value really a factor in New Orleans? Not the way I see it – I think they can literally “afford” to re-brand the team.
What do you think? Are you down with the Pelicans?
Mark Cuban was Wrong and Facebook is Right
December 3, 2012 at 3:20 am | Posted in Facebook, Social Media, Sponsorship | Leave a commentTags: Dallas Mavericks, Facebook, Mark Cuan, Social Media Strategy
Many of us have lost our way. It took the Mark Cuban/Facebook story to help me realize it.
Here’s where I’m coming from…
Essentially, Cuban was pissed that he (or the Dallas Mavericks to be specific) would have to now pay a fee per Facebook update – to ensure all that all a brand’s community would see their post. Cuban was upset that he’d have to pay for a platform that was previously free. Now, it’s true that a brand’s updates weren’t previously being seen by a number of its “Likers”, and Cuban did follow-up with an article in the HP further explaining his position on Facebook.
But the key take-aways were that this was a grab for money to increase shareholder value, and that Facebook was decreasing in importance vs. other social sites.
I agreed. I saw this as a clear stab at driving some revenue for Facebook. It made sense. I had also had discussions with friends/contacts about Facebook’s standing in a basic social media strategy – and Facebook fatigue.
Cuban’s opinion made sense to me – it gave me the feeling that my internal Facebook criticisms and client advice that I was giving was not in isolation. I felt validated because I think that Cuban is a pretty smart and successful guy (NBA Championships and billions of dollars tend to prove this).
That lasted a while – but then I realized that I had broken my own rule. Keep social media social.
Here was a major sports brand – upset that it would have to pay (and quite a bit per post I will add) to reach its entire Facebook fan base. I had previously blogged about keeping social media social, that this was not your website – but the fans’ space, that by prioritizing brand posts over fan content was basically a bad idea. If you want to broadcast – use your website. Especially if you are the Dallas Mavericks. Keep Facebook a “fans first” environment. I realized that I had lost sight of this.
Facebook charging a fee (that all your community will see) per post is good thing – if you struggled for clear sponsorship cost justification, that problem is now solved for you (remember of course, keep sponsored content engaging and fun). This is your fans’ space – not yours, so treat it appropriately. Facebook never should have been the core of your digital strategy – you don’t own it and you can’t control it. If you are overly concerned about your content being seen, you are missing the point of Facebook.
Take this as a reminder – as I did. Use Facebook for what it does best – a daily opportunity to connect with your fans. Talk with them, feature their content, keep Facebook a place for and about them. Be smart about what content you do feature, either sponsored or your own. Don;t forget where you came from in social media – and keep it social, will ya?
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Carson McKee,
Digital wing man and social media consultant. -
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