31 July 2008

New York Times Wants to Censor and Influence Bloggers?

On Saturday, I posted about the New York Times and their coverage that same evening of the BlogHer 08 Conference in their online Fashion & Style section (The Sunday Styles section in the print version). I was particularly upset about where the paper placed the story and the overall tone of the article. I also wrote a brief letter to the editor that day that expressed my thoughts on the topic. You can read my post and my letter to the editor right here.

Yesterday, I got a phone call and an email from a New York Times editor in response to my letter, asking simply if I would please call her. So I did, about an hour later.

The contact is an editor for the Thursday and Sunday editions of the Times’ Styles section (known as the Fashion & Style section on the online version). She said she was contacting me because she wanted me to consider revising the letter I had written to the editor because they couldn’t publish it as it was. (She also mentioned that she had read my post and several others expressing similar criticism for the story and its placement).

So, naturally, I asked why. She said that my letter specifically criticized the placement of the story, which it did. But she went on to explain that the Times’ sections operate somewhat autonomously, and when one section gets a good story, they would never “give it away” to another section. She said that the section in which a story was placed was not something they “controlled”, but that it was based on which section editor got the story or whom the reporter chose to pitch.

Effectively, she told me that they wouldn’t publish my letter if it talked about the placement of the story since the section placement wasn’t “something [they] could respond to” and was something they “don’t have an answer for”. Instead, she suggested that if I framed my letter to focus instead on tone and content of the story itself, I could resubmit it to her directly for publication consideration.

What?

There’s a couple of big lessons to be learned here about proper outreach to your community, and how not to engage with bloggers.

Mistake #1
First of all, a letter to the editor is intended as an expression of opinion by the readership of a paper. A publication could reasonably edit a letter for length, but suggesting that content and intent of a letter be revised and resubmitted for the purposes of making it easier or more palatable to the paper isn’t reasonable (or ethical, in my view).

In this case, the Times didn’t want to publish my criticism of the editorial judgment because they would have then had to explain how and why stories get placed in specific sections. They also might have had to defend the content of their Style section and justify why it was a suitable place for the BlogHer story after all. So they’ve made my letter to the editor about what it does (or doesn’t do) for them, instead of about engaging and including the voice of their readers.

Lesson: When engage in dialogue with your community, you lose credibility and respect when you try to censor or influence that conversation just because you don’t like what’s being said.

Mistake #2
In our follow up correspondence after the phone call, the editor asked that, should I choose to blog again on this topic, I not reveal her name because she’s “not a higher-up in the section” and would “rather not be seen as speaking on behalf of the section in print.” However, her phone call to me was from her desk at the Times, and her email to me was from her New York Times email account. In both cases, she was clearly presenting herself as a representative of the paper whose duties, per her email to me, “include [responding] to letter writers.”

They say in journalism that nothing is ever truly off the record. The Times, however, via this editor, is asking to be exactly that.

Lesson: If you’re going to be a part of the conversation, be transparent. Own your viewpoint and speak as yourself. Otherwise, your community questions your motives and you lose their trust.

So what should they have done?

Here’s my take:

• Either chosen to publish my letter as it was, or chosen not to publish it as is their prerogative (after all, publication isn’t guaranteed). But never should their response have been to try and convince me to amend my opinion because they didn’t have a suitable response.

• Commented on my post. The editor mentioned that she’d read my blog post about it, and that gave her and the Times the perfect opportunity to engage in the conversation and contribute their perspective.

• Respected my stance rather than trying to influence it. They didn’t have to agree with me. But trying to get me to revise my letter to the editor or suggest how I should treat future blog posts tells me that they’d rather control the message than have a discussion.

Let me be clear that I think the Times, in theory, made the right move by reaching out to someone who is clearly speaking up about them, and to them. Engagement is much better than ignoring. But the question becomes what does more damage: Not responding at all, or responding and trying to influence a letter writer or blogger to amend their content?

I think the piece itself and the editor’s response to my letter underscores the lack of respect that the Times has for bloggers, their readers, and their influence within the larger media community. The overall tone of the exchange with the editor, while courteous and friendly on the surface, leads me to think that the Times not only wants to unduly influence the conversation, but that they might be taking this ill-advised approach with other bloggers, too.

This whole situation highlights an archaic and potentially damaging system that papers like the Times are using to determine where their stories run. I think they ought to be rethinking this for the sake of integrity.

So what do you think? How would you have reacted to such a request? Do you think the New York Times handled this correctly? If not, what should they have done differently and what are the lessons to be learned?

Photo by Anderson Mancini

26 July 2008

New York Times Commits a Fashion Faux-Pas about BlogHer

It's not often I get on my soapbox on my blog; my intention is to share with you, my good readers, a bit of widsom and insight and share everything I've learned in kind from all of you. But I'm hoppin' mad at the New York Times for how they've managed to undermine some fantastically accomplished and groundbreaking women from BlogHer.

BlogHer is a community of women bloggers who blog about everything from cars to health and wellness, technology, green causes, law, social change and dozens of other topics. With over 13,000 members and over 10,000 blogs on their directory, it's a powerhouse of content, expertise, and community building. These women are driven, and influential.

So imagine my frustration - nay, disgust - when the New York Times managed to write a story about their recent BlogHer08 conference and put it on their Fashion and Style page?

It prompted me to write a letter to the editor:

I’m so disappointed that you managed to completely undermine the professional, hardworking group at BlogHer by parking that article on your “Fashion & Style” page. Why not Business? Technology? These women are changing the face of technology and the online world, and you’re parking them off in a trivial corner instead of among the gamechanging minds of Web 2.0 where they belong.

This is exactly why glass ceilings exist. Way to take a legitimate, amazingly powerful event for professionals and treat it as “aw, how cute!”.

Shame on you.
That pretty much sums it up for me. I'm thankful that events and communities like BlogHer are garnering recognition in mainstream media for the incredible things they're doing. Blogging and social media are changing the face of marketing, communications, and mainstream media. But I am so distressed that this particular event was treated like it was some cutsie fashion show with a bunch of women getting manicures, drinking tea, and giggling with one another over soap operas. Even the article has a rather condescending tone, as if they NYT was surprised and amused at this little gathering of mommies who blog.

Blogging is a commitment. It takes dedication, passion, and focus to do it well. It is shifting boundaries all over the world about how people, businesses, and media get and share information. And communities like BlogHer are the essence of bringing people together to learn, share, and teach one another (sound like any of the definitions I've given about social media???).

So I repeat, shame on you New York Times. BlogHer members - and all of the evangelists of Web 2.0, social media, and community - deserve better than that.


Image credit: Wendy Piersall of Sparkplugging.com

23 July 2008

Social Media Group Therapy

Groups for social media enthusiasts and practitioners are popping up, and that's a great thing. Whether you're a lone soldier looking to network, or a large corporation that needs to take social media beyond the basics, there's a group for you. Here, just a few that I've come across in my travels (and feel free to share yours in the comments!):

Free Memberships

Marketing 2.0

Marketing 2.0 is a burgeoning community that, in their own words, "is a community of passionate marketers sharing ideas, insights, advice, stories, and occasional rants and raves about how to operationalize Web 2.0. In other words, how to bake things like social media, conversational marketing, and online communities into the foundation of marketing."

I personally love this approach and am encouraged by the potential of their membership. I'm particularly fond of the companion community that has a bevy of great information on the blog and through the member forum. Just reading can teach you a lil' something new. (Note: I'm a member).

Society for Word of Mouth

Billed as the place to be for those who seek word of mouth enlightenment, SWOM is a fun community with some great personalities at the helm - BenMcConnell and Jackie Huba. (You might know them from their awesome Church of the Customer Blog or their book Citizen Marketers). It's purpose is to be a free social network for those immersed (or just interested) in word of mouth, and to be a premium educational resource so it's community can bring word of mouth to their own organization. I'm big fans of theirs, so I hurried to join when I learned about it.

There are local groups for SWOMies, as well as a discussion forum, a library of resources, and some great videos. With just shy of 1,000 members, I'm eager to see where Jackie, Ben, and the community take this.

Paid Memberships

Social Media Club

You may have been hearing the buzz around Twitter, Plurk, or the Blogosphere about the SMC's announcement of their 42 board members. Founded by Chris Heuer, Howard Greenstein and Kristie Wells, the SMC says this about their reason for being: "Social Media Club is being organized for the purpose of sharing best practices, establishing ethics and standards, and promoting media literacy around the emerging area of Social Media."

Chapters are getting off the ground across the globe, and promise to deliver some great events and networking opportunities for us social media type people. Membership is truly a steal: Just $100 for a professional membership up to $2,500 for a corporate membership of 10. They even offer a free "open" membership if the hundred bucks is just too much for you right but you'd like to somehow be involved.

There doesn't appear to be a Chicago chapter alive and kicking yet, but maybe I'll kick off an email...

Word of Mouth Marketing Association

According to their website, WOMMA is the official trade association for the word of mouth marketing industry. WOMMA's mission is to promote and improve word of mouth marketing by:

* Promoting "best practices" to ensure more effective marketing
* Protecting consumers and the industry with strong ethical guidelines
* Evangelizing word of mouth as an effective marketing tool
* Setting standards to encourage its use

Membership includes networking opportunities, access to research, and event discounts. Members include marketing and advertising agencies, PR firms, educational institutions, consumer products companies, and more. Membership fees start at $1,000 per year for small businesses up through $10,000 per year for governing members.

International Blogger and New Media Association

From the IBNMA site: The IBNMA has been formed to serve as a single voice representing members of the industry and as an advocate to promote its growth. The Association’s mission is four-fold, to provide: Research, information, education and advocacy to bloggers, podcasters, social media consultants and others related to the industry in any way.

My buddy Paul Chaney has been talking about the recent relaunch of this org, for which he serves as President. For $25, I think it's worth checking out. They're talking about an intranet for members, and continuing their current benefits that include discounted registration to BlogWorld and New Media Expo. It's still a little new, but I'm all for giving us students of social media more places to gather, share, and learn.

Society for New Communications Research

SNCR is a non-profit think tank that's "dedicated to the advanced study of the latest developments in new media and communications, and their effect on traditional media and business models, communications, culture and society."

With several publications and educational events, including the well-regarded New Communications Forum, SNCR is the academic arm of the marketing 2.0 world. Membership starts at a mere $250 per year for students, and range from $495 for associate membership all the way to $25,000 to be a corporate partner.

Blog Council

If you're part of a large company that's already gone through the growing pains of integrating social media and blogging, the Blog Council might be a great fit for you. It's intended to bring together senior executives to explore issues and share best practices with one another in a private, productive environment.

The member list is impressive; I think it's a valuable place for the "big kids" that are looking to take their social media efforts to the next level. It's also designed to be intensely respectful of demanding executive schedules; events are based on rapid-fire phone calls between members and online forums, and just three live one-day meetings per year that are about peer-to-peer discussions and networking. Hop on over to their website if you are (or know of) a senior corporate executive that ought to be part of this.

I'm sure this is just the start of what's to come in our industry. And don't forget to check out some of the other larger industry organizations like the American Marketing Association, a local Interactive Marketing Association group, or Media Bistro's AvantGuild association. Please let me know what groups I've missed!

Today's awesome image brought to you by VividBreeze

Zemanta Pixie

21 July 2008

They're Talking About You! Now What?

So, then. You've done your homework. You've listened. You know what social media isn't and you're ready to dive in. You're paying attention.

And lo and behold - they're talking about you! And as GI Joe reminded us, knowing is half the battle.

But Now What??

Prepare for Action
First, be sure you have the tools in place for great content and conversation. Do you have:
  • A great website or blog to send people to for information and valuable, relevant and timely content?
  • An easy way for people to contact you? Think multiple channels like phone, email, and instant messaging. Or extend your ears and try Twitter or Plurk.
  • Excitement, an open mind, and enthusiasm for what social media can do for you? If you're not enjoying the interaction people will know.
  • Resources at the ready to answer questions, troubleshoot, or provide additional information to your community?
Got all those things and then some? Great. Let's talk about what you're hearing, and a few thoughts on how to engage. And please, add your own! Comment. Argue with me. Point out what I've missed! I want to learn from you, too.

The Good
There's nothing more gratifying than to hear that you're doing a great job. Your customers and clients are delighted, and they'd recommend you to anyone needing what you offer. How to respond?
  • Say thank you. Post a blog comment, send an email, drop a personal handwritten note.
  • Ask for more details about their experience, and how they found you. Find out what they liked best, and commit to doing more of it.
  • Hand over your contact information and make a personal connection. Offer to be a direct contact for them or offer up someone in your company that can take good care of them and make sure they continue to be happy.
  • Engage them as an insider. How can you get them connected to your company and encourage them to go from a happy customer to an evangelist?
The Bad
Uh oh. They're criticizing your product, trashing your customer service. What they're saying isn't at all what you'd hoped to hear. Ignoring it isn't the right answer, so where to start?
  • Apologize. Good old fashioned "I'm sorry we disappointed you" can be a great start to a constructive dialogue. Take the conversation to a more personal forum like email if that's what makes sense.
  • Ask what went wrong, and how it could have been a better experience for them.
  • If you have a solution at the ready, offer it. No solution yet? Explain what next steps you're going to take to come to a resolution. And follow up.
  • Don't be defensive. Nothing kills trust faster.
  • Be creative. What about having a negative reviewer be part of your next product innovation brainstorm? It's not for the faint of heart, but it can be a gold mine of new perspectives.
  • Say thank you. Just as important as when they say something nice. Thank them for sharing their experience, and caring enough to be angry. It's a great opportunity for you to learn.
** To note, negative comments are entirely different than hate mail, flames, or trolls. Those are best ignored altogether.

The Indifferent
This one is tricky. They're talking, but it's a solid "maybe" as to whether they'd do business with you again. They're not mad, but they're not overjoyed, either. Is it still worth interacting? I think so.
  • Ask them what would have taken their experience from so-so to great. You may just have an "a-ha" moment that makes you even better at what you do.
  • Invite them to continue the dialogue and share more detail. You've started the connection, and you can help it prosper.
  • Tell your story. "Eh" might just become "oh!".
  • Say thank you for their feedback. (Notice a theme here?)

Look who's talking!
I'd love to hear more about companies that are making the most of their online conversations. Let everyone know who deserves some kudos, and share your stories in the comments.

16 July 2008

What social media isn't.

There is so much discussion about what social media truly IS, and as many definitions as there are definers. (Check out the results of this google search to see what I mean.) If your mind is whirling about trying to nail down a definition and discover how you should be using it, we'll try a different approach by pointing out a few things that social media is NOT.

Show and Tell

There was a time when people were content to be an audience; to sit and listen and be presented to (and yes, interrupted). “Look at our shiny new product!!” “Look how smart we are!!” Those days are changing rapidly, and folks want to interact, not just observe. Social Media is about giving your customers an opportunity to talk with you about your products and services and opening up the floor for dialogue.

A Popularity and Numbers Contest

Twitter followers. FriendFeed followers. LinkedIn Connections. Plurk friends. RSS subscribers. The online world is full of folks bragging on and on about just how popular they are, how many networks they’re part of.

But unless you’re saying something worth listening to, and unless you’re allowing the conversation with your community to be two-way, those numbers just don’t matter. A big community is great, but it’s truly the level of attentiveness and engagement that matters.

Geoff Livingston in his recent post on hype in social media explains beautifully the critical importance of understanding this:
“Social media is about people. Customers are people. Social media marketing is about networking and community participation with the right few [networks], from which relationships are developed, in turn creating results.”
A Silver Bulllet

Social media in and of itself is no magic solution. And just because “everyone” is doing it, how and why social media will (or won’t) work for you may be very different than someone else. Mack Collier of The Viral Garden has a great post about corporate blogging, for example, that talks about the importance of using these tools as mutual communication vehicles:
“Instead of attempting to create an environment where readers are given valuable content and interaction is encouraged, many companies are attempting to use their blogs as an extension of their weekly circulars…[t]hey attempt to approach blogging as a one-way communication channel, which is what they are most comfortable with. The results, i.e. disappointing returns, are completely predictable."
Indeed, you must pay attention to social media because it’s not going away and it is truly changing the landscape of marketing, communications, and customer engagement. But you absolutely must take the time to evaluate WHY social media should be part of your strategy, and what tools are the right ones for you.

Just for “Experts”

This is a vast, deep and largely uncharted ocean we’re swimming in. We’ve only just scratched the surface of the tools and potential of social media (in other words, don’t let someone tell you they’re a social media “expert” – none of us are yet. Experienced? Knowledgeable? Maybe.).

There are, however, some characteristics that are common to many of those who focus on this dynamic industry for a living: curiosity, determination, relationship building, and enthusiasm for discovering the potential. Check out Tamar Weinberg’s excellent post on what traits define successful people in this industry according to people who use, know, and love social media.

But do you have to be an “expert” to benefit from this groundswell? I don’t think so.

Waiting for the “right time” to get into social media is like looking for a break in rush hour traffic in Chicago. (Trust me, I know this). Sometimes you just have to stick your nose out there and jump into the fray. You will make mistakes. You will listen and learn. And you just might find that the effort alone is enough to help you find your way.

Let me close by saying that there are a lot of things I could include on the list above. But social media is, and will continue to be, about building communities and having great conversations. Embrace this and let it be the foundation of your efforts, and you’ll already be ahead of the game.

Awesome Photo by That Blonde Girl


Zemanta Pixie

14 July 2008

Be A Word Of Mouth Super Genius!

WHEN: Chicago: July 30 and September 4

Until now, only Wile E. Coyote could lay claim to the title Super Genius. No longer!

Our friend and WOM guru Andy Sernovitz is hosting a small-group word of mouth marketing seminar. Usually he only does private training for companies (yeah, the big ones) at a very large price, so this is a rare chance for 50 people to get the best introduction to word of mouth that there is.

We've arranged for a $250 discount for our friends! Use code "welovethebrandbox" when you register. (And you DO, don't you??)

This is a very practical, hands-on course (and if Andy's involved, it's sure to be a blast). In one intense day, you will:
  • Master the five steps of word of mouth marketing
  • Construct an action plan that your company can start using the very next day
  • Get the same training that big corporations (Microsoft, TiVo, eBay) have received -- for a fraction of what they paid
  • Know how to translate word of mouth marketing into real ROI
  • Participate in an active, intense day of practical brainstorming (not boring theory)
  • Learn from Andy Sernovitz, the guy who literally wrote the book on word of mouth marketing
Andy promises you will learn a repeatable, proven marketing framework that is easy to execute, affordable, and provides measurable results within 60 days. Click here to get more information and reserve your spot.

Note: Nope, I'm not getting anything in return for promoting Andy's workshop (I offered in fact), and I don't promote stuff I don't believe in. I just happen to think Andy is super smart, and that every company can and should be doing what he teaches. So off with you now. Go sign up.
Zemanta Pixie

11 July 2008

Plurkshop #6: Measuring Social Media Effectiveness

Yesterday marked another fantastic Plurkshop, hosted by David Alston of Radian6, a groundbreaking social media monitoring company.

What is a Plurkshop?

Plurkshops started as spontaneous discussions on various topics over on the social networking site Plurk. They've evolved into regular discussions, scheduled specifically around certain topics, and open to the entire community. Fun, fast, and furious, they're chock full of great information. (If you'd like to get news of future plurkshops, follow @Plurkshop on Plurk).

Talking Social Media Measurement

Marketing, PR and Social Media types are abuzz with the importance of finding ways to measure the impact of companies’ engagement with social media. We discussed some of the key questions on everyone’s minds:

What makes social media efforts so difficult to justify?

The term “social media” has gained acceptance, but it can be misleading in literal translation. The “social” aspect of SM can create an informal (and incorrect) impression that these tools are only for casual personal relationships vs. building brands and value for companies. And the “media” aspect is often seen as just another broadcast vehicle, held to traditional marketing and media metrics that may not accurately reflect social media’s holistic community impact.

Many companies are wary of trying social media until and unless they see concrete and tangible results, and success from competitors can be a might fine motivator. A collection of viable case studies from established companies using these tools to their benefit will help blaze a trail for others to follow.

Perhaps a different question: is there a cost to not being involved? What are you missing if you’re unplugged from the Groundswell? The more examples like Dell, Zappos, Fiskars and GM we uncover across different industries, the more readily we’ll be able to get companies on the train before it leaves the station.

Why measure?

Companies using or considering social media as part of their communication strategy want to establish the true ROI of these online networks. And for marketers, accurate measurement of the impact is important to establishing credibility and long-term viability for these new tools in a business setting.

We’re able to point to positive effects that we think are being generated by participation in social media – increased customer satisfaction, sales numbers – but the hard line from social media to sales has yet to be drawn clearly. If we can create a direct connection between a company’s engagement with their community and their growth, we’ll have something powerful indeed.

What are we measuring, really?

David asked at one point “do you want to measure the ‘social’ or the ‘media’?” which sparked some interesting answers.

Focus on the word “media” seems to drive people to measure social media effectiveness in the same way we’ve evaluated traditional direct marketing or public relations efforts (impressions, response rates, website visits, sales figures). But the word “social” means we ought to be measuring the quality and depth of the relationships with people that are fostered within communities. That will require discovering metrics that are reciprocal, not just one way.

Is Return on Investment really the right term, then? Perhaps we need to consider a new “I” when it comes to social media. How about these:
  • Return on Initiative. What are we reaping from the effort when we look at it holistically?
  • Return on Interaction. Are you having better conversations with your customers and do they feel more connected to you?
  • Return on Involvement. Does this change how involved your customers want to be with your business?
Listening is an (the?) important facet of any successful social media effort, because it creates an avenue for customers to directly affect the products and services they purchase. What do you think, can you effectively measure the importance and impact of listening? How?

What makes measurement difficult?

Social media is a long-term strategy that takes time to show quantifiable results, and the agility and patience to make adjustments along the way. The nature of relationship building means that the impact may not be immediately visible, but will grow and strengthen over time. But because relationships and other “soft metrics” like community building are hard to quantify, it can be even harder to tie social media to the ever-present bottom line.

Monetization is key for most marketers in order to establish the direct line from marketing time and dollars spent to revenue earned. But revenue developed through social media is often indirect, and follows a winding (and hard to track) path from company to community and back again. That lack of clarity is what often causes a company to dismiss social media as unproven, risky, inefficient, or not valuable.

Is there anything we can measure?

From David's arsenal:
  • Mapping out the top influencers on a topic/brand and whether they are advocates (percentage of supporters amongst top influencers)
  • Amount of “long tail” coverage (posts/commenting activity for or against your brand
  • Tracking effectiveness of an outreach campaign/product launch over time (based on tracking WOM)
  • Share of brand buzz vs. competitors online
  • Engagement on website/forums/company blogs
  • On topic inbound linking
  • Total views/comments/unique commenters
  • Level of engagement in commenting activity
  • Speed of spread (how fast and idea is adopted and carried across all forms of social media)
  • Social media to mainstream media hops (story growth beyond where it started) and vice versa
  • Reaction time to engagement (most commenting activity happens in first 48 hours on a post)
  • Comment acceleration (how fast a discussion on a topic is taking off/slowing down)
  • Post sampling/collection (tweets, posts, comments are the new client testimonials)
  • Favorites/diggs/vote counts
  • Customer satisfaction (including tools like the Net Promoter Score)
So, what’s the case to be made for social media?

Social media is long term, and has to be viewed as an investment.

Social Media can support and strengthen other traditional marketing and public relations efforts by adding a listening channel.

Social Media is about building relationships, trust and community, not merely marketing.

If used properly, social media leads to more and better connections with customers.

Making a strong case for using social media in business seems to still be an uphill battle for many. From companies who seem downright afraid to talk to their customers to those who view these efforts as nothing more than productivity killers, social media advocates clearly have their work cut out for them.

Showing the true value of social media means collecting and sharing crucial case studies outlining companies’ success. Do you have great examples to share of companies who have successfully used social media to build their business and bring value to their customers? Please share them with us!

Special thanks to David Alston for hanging out with us and giving of his time and expertise. For more information on Radian6 and the great stuff they're doing, please check out their website.

Update: Check out Connie Reece's great post on the Plurkshop, too, along with a rundown of the participants!
Zemanta Pixie

09 July 2008

Diluted Brands: Just Add Everything

I was talking to Jane Chin on Plurk about her conundrum of too many blogs, and too little focus, and she’s not alone. My feeling was that in today’s hyper-niched world – brought to you by the wide and vast internet – brands are forced to go narrow and deep instead of wide and broad in order to retain their relevance. I’m not the first to say this, of course. (Check out The Long Tail.)

Here’s why I’m adamant that a focused brand beats an “everything” brand any day (unless you're a bagel).

Managing expectations.
Focusing your brand means that your community always knows what to expect from you. This doesn’t mean that you never do anything innovative, it just means that your innovations are focused on the things that add value, interest, or dimension to your brand while still responding to the needs of your community.

Solving real problems.
As the saying goes, you can’t please all of the people all of the time, and if you try, you risk your brand feeling a little schizophrenic. But if you focus your efforts on the things you’re passionate about and you can do best, you’ll truly be able to solve problems for the community that needs you.

Longevity.
Brands that are built with purpose and depth have the foundation to endure, adapt, evolve.

Some discussion amongst the smart folk yielded a few examples of brands that may have lost their focus:

Starbucks and their forays into music and chocolate?
Mercedes by offering lower end cars for mass markets?
Barack Obama by hitting the campaign trail with Hillary Clinton?
Coke – too many varieties?
Harley-Davidson and their cake decorating kit (no, I’m not kidding)
Target – are they getting into too many things?
Martha Stewart – just how many things can one license in how many quality/price tiers and still be competitive?

Do you have examples of brands that are diluted? How important is it for a brand to stay narrow and deep? What keeps a brand relevant to you even as they evolve? Let’s talk more.

Photo Credit: Bripc
Zemanta Pixie

08 July 2008

Audience is a Four-Letter Word

Used as a noun, the word audience means “The group of spectators at a public event; listeners or viewers collectively, as in attendance at a theater or concert; the persons reached by a…broadcast; public.”

I can’t stand the word “audience” when I’m talking about a company’s clients or customers. I’m not even crazy about those words, because they imply a one-way relationship. I prefer things like “community”. And I’ve caught myself using it, so I’m putting it on my list of four letter words that aren’t ok to use in business, and especially in marketing and social media. Here’s why.

Audiences are meant to listen and observe.
You go to a play or a seminar, and with the rare exception, you sit quietly and listen. The idea isn't to engage the performer or speaker, but to absorb and appreciate. That has it's place in the world, sure. But not when it comes to marketing and social media. Your community WANTS to engage with you and have the chance for exchange and conversation. It puts a human face on business and allows community members to feel like they're helping to build and steward the brands and businesses they love.

Audiences come for the performance, and usually only once.
How many times have you gone to a movie twice? A couple, perhaps, for the really incredible ones. Most times, an audience shows up, watches, goes home, and that's the end of their interaction with the performer. You want your community to be a constant - surrounding you and interacting with you, giving you feedback and connecting with you. You want them to come back, again and again, because you've given them reason to. Change your thinking from "audience" to "community", and they'll feel more welcome on your doorstep.

A bad audience review rarely changes the show.
If a broadway show gets panned, they just pull it or ride it out, but they don't rewrite it because someone didn't like it. The amazing thing about having a community is how they can - and should - help shape the ideas behind a company or product. (Stay tuned for a follow up post on great examples of this). Their engagement with you and the dialogue they welcome is gold; valuable information you can use to improve your product or service offerings based on the people who matter most - the ones that buy them!

So, I'm going to officially jettison the word "audience" from my marketing/social media lexicon. Do you agree with me? What other words do you think we need to retire or change given our interlinked and hyperlinked world?

Photo credit: Felipe Trucco
Zemanta Pixie

07 July 2008

Joyful Marketing! (Really.)

Making people happy still fosters some of the strongest Word of Mouth you can find.

This video has been all over the web and TV, and it never fails to make me cry tears of joy. Why is that good? Because joy is a feeling that you just don't come across every day, so when you do, you remember it. And I sent it out to a bunch of people so they could enjoy it as much as I did. Take 5 minutes and watch this if you haven't seen it already (and see the story behind it here.)


Where the Hell is Matt? (2008) from Matthew Harding on Vimeo.

The astute mind behind Servant of Chaos has a great post about this video, and he makes some great observations. Most especially, I was struck by the fact that this video is indeed sponsored by a national chewing gum brand - Stride - but they were content to take a credit on the end of the reel instead of their logo plastered all over everything. In fact, I had to watch the whole video before I realized it WAS sponsored.

Sometimes, it's not about sales or pimping your product. It's not about splashing your website url or MySpace page all over. Stride did a powerful thing by sponsoring this effort - they put a whole bunch of money into merely spreading happiness and joy. And guess what? We're writing about them. Happiness - and the power of community - is truly contagious. (PSST - all you "viral" marketing people out there, take note).

The takeaway: How can you make your customers happy, just for the sake of it? Does it always have to be about key messages? How about finding something that makes you happy and sharing it with them, just as a thanks for being part of your community?
Zemanta Pixie

05 July 2008

Worlde: It Is Indeed All About Conversation

If you haven't seen the cool application Wordle, check it out.

Give it a link to your website, or plunk in some of your marketing or website copy and it will create a cool word cloud based on the content. Are the words showing up the ones you want?

I'm excited to note that The Brand Box is indeed all about conversation.

 



02 July 2008

Brand Adversity? Meet It Head On.

The Tour de France has had it's share of scandal for the last few years. Doping allegations, disgraced champions, the absence of reigning champions, struggles about how to govern this flagship cycling competition. It's been a rough road for them, to be sure.

Versus, the cable sports network that covers the Tour, has taken matters into their own hands to try and motivate cycling and Tour lovers alike to Take Back The Tour. The TV spots are unapologetic and in-your-face. And they're effective for an evangelist like me that loves the sport, loves the race, and wants to see the world's greatest bike race regain its former glory.



So what's the lesson here to be learned?

Brand tarnishing happens to the best of the best. In today's market of interconnected and superconnected online networks, referral- and review-minded consumers, and customer-driven branding, it's inevitable that the negative will creep out amongst the positive. And whether it's a small smudge or a giant smear campaign, nothing can be gained by hiding amongst the trees and hoping it will all blow over. (Jusk ask fans and users of Twitter these days).

Engaging those that are talking to you and about you can do wonders for healing - even improving - a brand's reputation. Yes, it's scary sometimes and it can sting to take a few blows. But your credibility is heightened when you speak in your own voice and try your best to have a dialogue with those criticising you. Companies are populated by people and a human face is critical to meeting adversity with credibility.

And if you've been the unfortunate victim of bad apples spoiling your bushel like the Tour de France has, take back your brand by denouncing bad behavior and reaffirming your commitment to your company and your customers. Skip the corporate-y crisis press release and put out real, human responses by real people. Get out there and engage with your loyal evangelists, and rally them to the cause. Apologize for your mistakes. Commit to correcting them. Thank your community for caring enough to be angry.

After all, isn't your personal Tour de France worth defending?

01 July 2008

Capturing an Idea Storm

I asked my favorite online universe the other day what tools they used for capturing all the ideas that come flooding at me every day - for my blog, for my business, for my clients. I don't want to miss an opportunity to capture something brilliant, even if I have to file it away for later. And if you're a Post-It junkie like me, you might need help reforming your ways.

I was just planning to check out a few tools for myself, but got to thinking that everyone - especially small business owners - needs great ways to capture the plethora of information they find on the web. So here's my list of a few great tools I've come across, thanks to these great recommendations.

Evernote - fresh out of beta, I'm liking this application for its clean interface, and it's handy "clip to Evernote" shortcut for a browser toolbar. Simply highlight the portion you want to capture on a web page, and click. You can set up multiple "notebooks" to categorize your page however your brain works, and you can use it on the web as well as download a desktop application. Free.

Google Notebook
- Rumor has it that there are lots of GN evangelists, but they've got a little buggy thing going on with Firefox 3 right now so I'm waiting on that. But for those of you with other web browsers, this looks like it could be a super useful tool that functions a lot like Evernote above. Free.

PersonalBrain - This is a desktop application that allows you to collect your web pages, contacts, emails and files all in one place, and it offers a sort of "mind mapping" of your stuff to show you how they're all interrelated. A little bit schizophrenic for my taste, but it might be just the right tool for someone more free thinking. Free trial with full features that reverts to a more limited version after 30 days. Costs of upgraded versions are $149 and $249.

OneNote - Microsoft, of course, has their own product of this stripe. OneNote is a digital notebook that allows you to collect all your notes and information - text, pictures, audio and video - and it integrates a search function so you can find your stuff again easily. It integrates with the Office 2007 system, too. Free 60 day trial, or purchase for $99.

Instapaper - Basic but incredibly useful, Instapaper is a simple bookmarking tool. Just put the "read later" button in your browser toolbar, and click on it each time you find something interesting that you just don't have time to process right now. Then, come back to it later. Free.

Moleskine notebook
- truly the high class tool for doing it "the old fashioned way" with pen and paper.

Of course, whatever tools you use, the most important part is to find a way to keep track of the waves of brilliance you find crossing your path. As a busy business owner, the best way to surefire marketing is to have great ideas and share them with others. So, have at!



Zemanta Pixie

31 July 2008

New York Times Wants to Censor and Influence Bloggers?

On Saturday, I posted about the New York Times and their coverage that same evening of the BlogHer 08 Conference in their online Fashion & Style section (The Sunday Styles section in the print version). I was particularly upset about where the paper placed the story and the overall tone of the article. I also wrote a brief letter to the editor that day that expressed my thoughts on the topic. You can read my post and my letter to the editor right here.

Yesterday, I got a phone call and an email from a New York Times editor in response to my letter, asking simply if I would please call her. So I did, about an hour later.

The contact is an editor for the Thursday and Sunday editions of the Times’ Styles section (known as the Fashion & Style section on the online version). She said she was contacting me because she wanted me to consider revising the letter I had written to the editor because they couldn’t publish it as it was. (She also mentioned that she had read my post and several others expressing similar criticism for the story and its placement).

So, naturally, I asked why. She said that my letter specifically criticized the placement of the story, which it did. But she went on to explain that the Times’ sections operate somewhat autonomously, and when one section gets a good story, they would never “give it away” to another section. She said that the section in which a story was placed was not something they “controlled”, but that it was based on which section editor got the story or whom the reporter chose to pitch.

Effectively, she told me that they wouldn’t publish my letter if it talked about the placement of the story since the section placement wasn’t “something [they] could respond to” and was something they “don’t have an answer for”. Instead, she suggested that if I framed my letter to focus instead on tone and content of the story itself, I could resubmit it to her directly for publication consideration.

What?

There’s a couple of big lessons to be learned here about proper outreach to your community, and how not to engage with bloggers.

Mistake #1
First of all, a letter to the editor is intended as an expression of opinion by the readership of a paper. A publication could reasonably edit a letter for length, but suggesting that content and intent of a letter be revised and resubmitted for the purposes of making it easier or more palatable to the paper isn’t reasonable (or ethical, in my view).

In this case, the Times didn’t want to publish my criticism of the editorial judgment because they would have then had to explain how and why stories get placed in specific sections. They also might have had to defend the content of their Style section and justify why it was a suitable place for the BlogHer story after all. So they’ve made my letter to the editor about what it does (or doesn’t do) for them, instead of about engaging and including the voice of their readers.

Lesson: When engage in dialogue with your community, you lose credibility and respect when you try to censor or influence that conversation just because you don’t like what’s being said.

Mistake #2
In our follow up correspondence after the phone call, the editor asked that, should I choose to blog again on this topic, I not reveal her name because she’s “not a higher-up in the section” and would “rather not be seen as speaking on behalf of the section in print.” However, her phone call to me was from her desk at the Times, and her email to me was from her New York Times email account. In both cases, she was clearly presenting herself as a representative of the paper whose duties, per her email to me, “include [responding] to letter writers.”

They say in journalism that nothing is ever truly off the record. The Times, however, via this editor, is asking to be exactly that.

Lesson: If you’re going to be a part of the conversation, be transparent. Own your viewpoint and speak as yourself. Otherwise, your community questions your motives and you lose their trust.

So what should they have done?

Here’s my take:

• Either chosen to publish my letter as it was, or chosen not to publish it as is their prerogative (after all, publication isn’t guaranteed). But never should their response have been to try and convince me to amend my opinion because they didn’t have a suitable response.

• Commented on my post. The editor mentioned that she’d read my blog post about it, and that gave her and the Times the perfect opportunity to engage in the conversation and contribute their perspective.

• Respected my stance rather than trying to influence it. They didn’t have to agree with me. But trying to get me to revise my letter to the editor or suggest how I should treat future blog posts tells me that they’d rather control the message than have a discussion.

Let me be clear that I think the Times, in theory, made the right move by reaching out to someone who is clearly speaking up about them, and to them. Engagement is much better than ignoring. But the question becomes what does more damage: Not responding at all, or responding and trying to influence a letter writer or blogger to amend their content?

I think the piece itself and the editor’s response to my letter underscores the lack of respect that the Times has for bloggers, their readers, and their influence within the larger media community. The overall tone of the exchange with the editor, while courteous and friendly on the surface, leads me to think that the Times not only wants to unduly influence the conversation, but that they might be taking this ill-advised approach with other bloggers, too.

This whole situation highlights an archaic and potentially damaging system that papers like the Times are using to determine where their stories run. I think they ought to be rethinking this for the sake of integrity.

So what do you think? How would you have reacted to such a request? Do you think the New York Times handled this correctly? If not, what should they have done differently and what are the lessons to be learned?

Photo by Anderson Mancini

26 July 2008

New York Times Commits a Fashion Faux-Pas about BlogHer

It's not often I get on my soapbox on my blog; my intention is to share with you, my good readers, a bit of widsom and insight and share everything I've learned in kind from all of you. But I'm hoppin' mad at the New York Times for how they've managed to undermine some fantastically accomplished and groundbreaking women from BlogHer.

BlogHer is a community of women bloggers who blog about everything from cars to health and wellness, technology, green causes, law, social change and dozens of other topics. With over 13,000 members and over 10,000 blogs on their directory, it's a powerhouse of content, expertise, and community building. These women are driven, and influential.

So imagine my frustration - nay, disgust - when the New York Times managed to write a story about their recent BlogHer08 conference and put it on their Fashion and Style page?

It prompted me to write a letter to the editor:

I’m so disappointed that you managed to completely undermine the professional, hardworking group at BlogHer by parking that article on your “Fashion & Style” page. Why not Business? Technology? These women are changing the face of technology and the online world, and you’re parking them off in a trivial corner instead of among the gamechanging minds of Web 2.0 where they belong.

This is exactly why glass ceilings exist. Way to take a legitimate, amazingly powerful event for professionals and treat it as “aw, how cute!”.

Shame on you.
That pretty much sums it up for me. I'm thankful that events and communities like BlogHer are garnering recognition in mainstream media for the incredible things they're doing. Blogging and social media are changing the face of marketing, communications, and mainstream media. But I am so distressed that this particular event was treated like it was some cutsie fashion show with a bunch of women getting manicures, drinking tea, and giggling with one another over soap operas. Even the article has a rather condescending tone, as if they NYT was surprised and amused at this little gathering of mommies who blog.

Blogging is a commitment. It takes dedication, passion, and focus to do it well. It is shifting boundaries all over the world about how people, businesses, and media get and share information. And communities like BlogHer are the essence of bringing people together to learn, share, and teach one another (sound like any of the definitions I've given about social media???).

So I repeat, shame on you New York Times. BlogHer members - and all of the evangelists of Web 2.0, social media, and community - deserve better than that.


Image credit: Wendy Piersall of Sparkplugging.com

23 July 2008

Social Media Group Therapy

Groups for social media enthusiasts and practitioners are popping up, and that's a great thing. Whether you're a lone soldier looking to network, or a large corporation that needs to take social media beyond the basics, there's a group for you. Here, just a few that I've come across in my travels (and feel free to share yours in the comments!):

Free Memberships

Marketing 2.0

Marketing 2.0 is a burgeoning community that, in their own words, "is a community of passionate marketers sharing ideas, insights, advice, stories, and occasional rants and raves about how to operationalize Web 2.0. In other words, how to bake things like social media, conversational marketing, and online communities into the foundation of marketing."

I personally love this approach and am encouraged by the potential of their membership. I'm particularly fond of the companion community that has a bevy of great information on the blog and through the member forum. Just reading can teach you a lil' something new. (Note: I'm a member).

Society for Word of Mouth

Billed as the place to be for those who seek word of mouth enlightenment, SWOM is a fun community with some great personalities at the helm - BenMcConnell and Jackie Huba. (You might know them from their awesome Church of the Customer Blog or their book Citizen Marketers). It's purpose is to be a free social network for those immersed (or just interested) in word of mouth, and to be a premium educational resource so it's community can bring word of mouth to their own organization. I'm big fans of theirs, so I hurried to join when I learned about it.

There are local groups for SWOMies, as well as a discussion forum, a library of resources, and some great videos. With just shy of 1,000 members, I'm eager to see where Jackie, Ben, and the community take this.

Paid Memberships

Social Media Club

You may have been hearing the buzz around Twitter, Plurk, or the Blogosphere about the SMC's announcement of their 42 board members. Founded by Chris Heuer, Howard Greenstein and Kristie Wells, the SMC says this about their reason for being: "Social Media Club is being organized for the purpose of sharing best practices, establishing ethics and standards, and promoting media literacy around the emerging area of Social Media."

Chapters are getting off the ground across the globe, and promise to deliver some great events and networking opportunities for us social media type people. Membership is truly a steal: Just $100 for a professional membership up to $2,500 for a corporate membership of 10. They even offer a free "open" membership if the hundred bucks is just too much for you right but you'd like to somehow be involved.

There doesn't appear to be a Chicago chapter alive and kicking yet, but maybe I'll kick off an email...

Word of Mouth Marketing Association

According to their website, WOMMA is the official trade association for the word of mouth marketing industry. WOMMA's mission is to promote and improve word of mouth marketing by:

* Promoting "best practices" to ensure more effective marketing
* Protecting consumers and the industry with strong ethical guidelines
* Evangelizing word of mouth as an effective marketing tool
* Setting standards to encourage its use

Membership includes networking opportunities, access to research, and event discounts. Members include marketing and advertising agencies, PR firms, educational institutions, consumer products companies, and more. Membership fees start at $1,000 per year for small businesses up through $10,000 per year for governing members.

International Blogger and New Media Association

From the IBNMA site: The IBNMA has been formed to serve as a single voice representing members of the industry and as an advocate to promote its growth. The Association’s mission is four-fold, to provide: Research, information, education and advocacy to bloggers, podcasters, social media consultants and others related to the industry in any way.

My buddy Paul Chaney has been talking about the recent relaunch of this org, for which he serves as President. For $25, I think it's worth checking out. They're talking about an intranet for members, and continuing their current benefits that include discounted registration to BlogWorld and New Media Expo. It's still a little new, but I'm all for giving us students of social media more places to gather, share, and learn.

Society for New Communications Research

SNCR is a non-profit think tank that's "dedicated to the advanced study of the latest developments in new media and communications, and their effect on traditional media and business models, communications, culture and society."

With several publications and educational events, including the well-regarded New Communications Forum, SNCR is the academic arm of the marketing 2.0 world. Membership starts at a mere $250 per year for students, and range from $495 for associate membership all the way to $25,000 to be a corporate partner.

Blog Council

If you're part of a large company that's already gone through the growing pains of integrating social media and blogging, the Blog Council might be a great fit for you. It's intended to bring together senior executives to explore issues and share best practices with one another in a private, productive environment.

The member list is impressive; I think it's a valuable place for the "big kids" that are looking to take their social media efforts to the next level. It's also designed to be intensely respectful of demanding executive schedules; events are based on rapid-fire phone calls between members and online forums, and just three live one-day meetings per year that are about peer-to-peer discussions and networking. Hop on over to their website if you are (or know of) a senior corporate executive that ought to be part of this.

I'm sure this is just the start of what's to come in our industry. And don't forget to check out some of the other larger industry organizations like the American Marketing Association, a local Interactive Marketing Association group, or Media Bistro's AvantGuild association. Please let me know what groups I've missed!

Today's awesome image brought to you by VividBreeze

Zemanta Pixie

21 July 2008

They're Talking About You! Now What?

So, then. You've done your homework. You've listened. You know what social media isn't and you're ready to dive in. You're paying attention.

And lo and behold - they're talking about you! And as GI Joe reminded us, knowing is half the battle.

But Now What??

Prepare for Action
First, be sure you have the tools in place for great content and conversation. Do you have:
  • A great website or blog to send people to for information and valuable, relevant and timely content?
  • An easy way for people to contact you? Think multiple channels like phone, email, and instant messaging. Or extend your ears and try Twitter or Plurk.
  • Excitement, an open mind, and enthusiasm for what social media can do for you? If you're not enjoying the interaction people will know.
  • Resources at the ready to answer questions, troubleshoot, or provide additional information to your community?
Got all those things and then some? Great. Let's talk about what you're hearing, and a few thoughts on how to engage. And please, add your own! Comment. Argue with me. Point out what I've missed! I want to learn from you, too.

The Good
There's nothing more gratifying than to hear that you're doing a great job. Your customers and clients are delighted, and they'd recommend you to anyone needing what you offer. How to respond?
  • Say thank you. Post a blog comment, send an email, drop a personal handwritten note.
  • Ask for more details about their experience, and how they found you. Find out what they liked best, and commit to doing more of it.
  • Hand over your contact information and make a personal connection. Offer to be a direct contact for them or offer up someone in your company that can take good care of them and make sure they continue to be happy.
  • Engage them as an insider. How can you get them connected to your company and encourage them to go from a happy customer to an evangelist?
The Bad
Uh oh. They're criticizing your product, trashing your customer service. What they're saying isn't at all what you'd hoped to hear. Ignoring it isn't the right answer, so where to start?
  • Apologize. Good old fashioned "I'm sorry we disappointed you" can be a great start to a constructive dialogue. Take the conversation to a more personal forum like email if that's what makes sense.
  • Ask what went wrong, and how it could have been a better experience for them.
  • If you have a solution at the ready, offer it. No solution yet? Explain what next steps you're going to take to come to a resolution. And follow up.
  • Don't be defensive. Nothing kills trust faster.
  • Be creative. What about having a negative reviewer be part of your next product innovation brainstorm? It's not for the faint of heart, but it can be a gold mine of new perspectives.
  • Say thank you. Just as important as when they say something nice. Thank them for sharing their experience, and caring enough to be angry. It's a great opportunity for you to learn.
** To note, negative comments are entirely different than hate mail, flames, or trolls. Those are best ignored altogether.

The Indifferent
This one is tricky. They're talking, but it's a solid "maybe" as to whether they'd do business with you again. They're not mad, but they're not overjoyed, either. Is it still worth interacting? I think so.
  • Ask them what would have taken their experience from so-so to great. You may just have an "a-ha" moment that makes you even better at what you do.
  • Invite them to continue the dialogue and share more detail. You've started the connection, and you can help it prosper.
  • Tell your story. "Eh" might just become "oh!".
  • Say thank you for their feedback. (Notice a theme here?)

Look who's talking!
I'd love to hear more about companies that are making the most of their online conversations. Let everyone know who deserves some kudos, and share your stories in the comments.

16 July 2008

What social media isn't.

There is so much discussion about what social media truly IS, and as many definitions as there are definers. (Check out the results of this google search to see what I mean.) If your mind is whirling about trying to nail down a definition and discover how you should be using it, we'll try a different approach by pointing out a few things that social media is NOT.

Show and Tell

There was a time when people were content to be an audience; to sit and listen and be presented to (and yes, interrupted). “Look at our shiny new product!!” “Look how smart we are!!” Those days are changing rapidly, and folks want to interact, not just observe. Social Media is about giving your customers an opportunity to talk with you about your products and services and opening up the floor for dialogue.

A Popularity and Numbers Contest

Twitter followers. FriendFeed followers. LinkedIn Connections. Plurk friends. RSS subscribers. The online world is full of folks bragging on and on about just how popular they are, how many networks they’re part of.

But unless you’re saying something worth listening to, and unless you’re allowing the conversation with your community to be two-way, those numbers just don’t matter. A big community is great, but it’s truly the level of attentiveness and engagement that matters.

Geoff Livingston in his recent post on hype in social media explains beautifully the critical importance of understanding this:
“Social media is about people. Customers are people. Social media marketing is about networking and community participation with the right few [networks], from which relationships are developed, in turn creating results.”
A Silver Bulllet

Social media in and of itself is no magic solution. And just because “everyone” is doing it, how and why social media will (or won’t) work for you may be very different than someone else. Mack Collier of The Viral Garden has a great post about corporate blogging, for example, that talks about the importance of using these tools as mutual communication vehicles:
“Instead of attempting to create an environment where readers are given valuable content and interaction is encouraged, many companies are attempting to use their blogs as an extension of their weekly circulars…[t]hey attempt to approach blogging as a one-way communication channel, which is what they are most comfortable with. The results, i.e. disappointing returns, are completely predictable."
Indeed, you must pay attention to social media because it’s not going away and it is truly changing the landscape of marketing, communications, and customer engagement. But you absolutely must take the time to evaluate WHY social media should be part of your strategy, and what tools are the right ones for you.

Just for “Experts”

This is a vast, deep and largely uncharted ocean we’re swimming in. We’ve only just scratched the surface of the tools and potential of social media (in other words, don’t let someone tell you they’re a social media “expert” – none of us are yet. Experienced? Knowledgeable? Maybe.).

There are, however, some characteristics that are common to many of those who focus on this dynamic industry for a living: curiosity, determination, relationship building, and enthusiasm for discovering the potential. Check out Tamar Weinberg’s excellent post on what traits define successful people in this industry according to people who use, know, and love social media.

But do you have to be an “expert” to benefit from this groundswell? I don’t think so.

Waiting for the “right time” to get into social media is like looking for a break in rush hour traffic in Chicago. (Trust me, I know this). Sometimes you just have to stick your nose out there and jump into the fray. You will make mistakes. You will listen and learn. And you just might find that the effort alone is enough to help you find your way.

Let me close by saying that there are a lot of things I could include on the list above. But social media is, and will continue to be, about building communities and having great conversations. Embrace this and let it be the foundation of your efforts, and you’ll already be ahead of the game.

Awesome Photo by That Blonde Girl


Zemanta Pixie

14 July 2008

Be A Word Of Mouth Super Genius!

WHEN: Chicago: July 30 and September 4

Until now, only Wile E. Coyote could lay claim to the title Super Genius. No longer!

Our friend and WOM guru Andy Sernovitz is hosting a small-group word of mouth marketing seminar. Usually he only does private training for companies (yeah, the big ones) at a very large price, so this is a rare chance for 50 people to get the best introduction to word of mouth that there is.

We've arranged for a $250 discount for our friends! Use code "welovethebrandbox" when you register. (And you DO, don't you??)

This is a very practical, hands-on course (and if Andy's involved, it's sure to be a blast). In one intense day, you will:
  • Master the five steps of word of mouth marketing
  • Construct an action plan that your company can start using the very next day
  • Get the same training that big corporations (Microsoft, TiVo, eBay) have received -- for a fraction of what they paid
  • Know how to translate word of mouth marketing into real ROI
  • Participate in an active, intense day of practical brainstorming (not boring theory)
  • Learn from Andy Sernovitz, the guy who literally wrote the book on word of mouth marketing
Andy promises you will learn a repeatable, proven marketing framework that is easy to execute, affordable, and provides measurable results within 60 days. Click here to get more information and reserve your spot.

Note: Nope, I'm not getting anything in return for promoting Andy's workshop (I offered in fact), and I don't promote stuff I don't believe in. I just happen to think Andy is super smart, and that every company can and should be doing what he teaches. So off with you now. Go sign up.
Zemanta Pixie

11 July 2008

Plurkshop #6: Measuring Social Media Effectiveness

Yesterday marked another fantastic Plurkshop, hosted by David Alston of Radian6, a groundbreaking social media monitoring company.

What is a Plurkshop?

Plurkshops started as spontaneous discussions on various topics over on the social networking site Plurk. They've evolved into regular discussions, scheduled specifically around certain topics, and open to the entire community. Fun, fast, and furious, they're chock full of great information. (If you'd like to get news of future plurkshops, follow @Plurkshop on Plurk).

Talking Social Media Measurement

Marketing, PR and Social Media types are abuzz with the importance of finding ways to measure the impact of companies’ engagement with social media. We discussed some of the key questions on everyone’s minds:

What makes social media efforts so difficult to justify?

The term “social media” has gained acceptance, but it can be misleading in literal translation. The “social” aspect of SM can create an informal (and incorrect) impression that these tools are only for casual personal relationships vs. building brands and value for companies. And the “media” aspect is often seen as just another broadcast vehicle, held to traditional marketing and media metrics that may not accurately reflect social media’s holistic community impact.

Many companies are wary of trying social media until and unless they see concrete and tangible results, and success from competitors can be a might fine motivator. A collection of viable case studies from established companies using these tools to their benefit will help blaze a trail for others to follow.

Perhaps a different question: is there a cost to not being involved? What are you missing if you’re unplugged from the Groundswell? The more examples like Dell, Zappos, Fiskars and GM we uncover across different industries, the more readily we’ll be able to get companies on the train before it leaves the station.

Why measure?

Companies using or considering social media as part of their communication strategy want to establish the true ROI of these online networks. And for marketers, accurate measurement of the impact is important to establishing credibility and long-term viability for these new tools in a business setting.

We’re able to point to positive effects that we think are being generated by participation in social media – increased customer satisfaction, sales numbers – but the hard line from social media to sales has yet to be drawn clearly. If we can create a direct connection between a company’s engagement with their community and their growth, we’ll have something powerful indeed.

What are we measuring, really?

David asked at one point “do you want to measure the ‘social’ or the ‘media’?” which sparked some interesting answers.

Focus on the word “media” seems to drive people to measure social media effectiveness in the same way we’ve evaluated traditional direct marketing or public relations efforts (impressions, response rates, website visits, sales figures). But the word “social” means we ought to be measuring the quality and depth of the relationships with people that are fostered within communities. That will require discovering metrics that are reciprocal, not just one way.

Is Return on Investment really the right term, then? Perhaps we need to consider a new “I” when it comes to social media. How about these:
  • Return on Initiative. What are we reaping from the effort when we look at it holistically?
  • Return on Interaction. Are you having better conversations with your customers and do they feel more connected to you?
  • Return on Involvement. Does this change how involved your customers want to be with your business?
Listening is an (the?) important facet of any successful social media effort, because it creates an avenue for customers to directly affect the products and services they purchase. What do you think, can you effectively measure the importance and impact of listening? How?

What makes measurement difficult?

Social media is a long-term strategy that takes time to show quantifiable results, and the agility and patience to make adjustments along the way. The nature of relationship building means that the impact may not be immediately visible, but will grow and strengthen over time. But because relationships and other “soft metrics” like community building are hard to quantify, it can be even harder to tie social media to the ever-present bottom line.

Monetization is key for most marketers in order to establish the direct line from marketing time and dollars spent to revenue earned. But revenue developed through social media is often indirect, and follows a winding (and hard to track) path from company to community and back again. That lack of clarity is what often causes a company to dismiss social media as unproven, risky, inefficient, or not valuable.

Is there anything we can measure?

From David's arsenal:
  • Mapping out the top influencers on a topic/brand and whether they are advocates (percentage of supporters amongst top influencers)
  • Amount of “long tail” coverage (posts/commenting activity for or against your brand
  • Tracking effectiveness of an outreach campaign/product launch over time (based on tracking WOM)
  • Share of brand buzz vs. competitors online
  • Engagement on website/forums/company blogs
  • On topic inbound linking
  • Total views/comments/unique commenters
  • Level of engagement in commenting activity
  • Speed of spread (how fast and idea is adopted and carried across all forms of social media)
  • Social media to mainstream media hops (story growth beyond where it started) and vice versa
  • Reaction time to engagement (most commenting activity happens in first 48 hours on a post)
  • Comment acceleration (how fast a discussion on a topic is taking off/slowing down)
  • Post sampling/collection (tweets, posts, comments are the new client testimonials)
  • Favorites/diggs/vote counts
  • Customer satisfaction (including tools like the Net Promoter Score)
So, what’s the case to be made for social media?

Social media is long term, and has to be viewed as an investment.

Social Media can support and strengthen other traditional marketing and public relations efforts by adding a listening channel.

Social Media is about building relationships, trust and community, not merely marketing.

If used properly, social media leads to more and better connections with customers.

Making a strong case for using social media in business seems to still be an uphill battle for many. From companies who seem downright afraid to talk to their customers to those who view these efforts as nothing more than productivity killers, social media advocates clearly have their work cut out for them.

Showing the true value of social media means collecting and sharing crucial case studies outlining companies’ success. Do you have great examples to share of companies who have successfully used social media to build their business and bring value to their customers? Please share them with us!

Special thanks to David Alston for hanging out with us and giving of his time and expertise. For more information on Radian6 and the great stuff they're doing, please check out their website.

Update: Check out Connie Reece's great post on the Plurkshop, too, along with a rundown of the participants!
Zemanta Pixie

09 July 2008

Diluted Brands: Just Add Everything

I was talking to Jane Chin on Plurk about her conundrum of too many blogs, and too little focus, and she’s not alone. My feeling was that in today’s hyper-niched world – brought to you by the wide and vast internet – brands are forced to go narrow and deep instead of wide and broad in order to retain their relevance. I’m not the first to say this, of course. (Check out The Long Tail.)

Here’s why I’m adamant that a focused brand beats an “everything” brand any day (unless you're a bagel).

Managing expectations.
Focusing your brand means that your community always knows what to expect from you. This doesn’t mean that you never do anything innovative, it just means that your innovations are focused on the things that add value, interest, or dimension to your brand while still responding to the needs of your community.

Solving real problems.
As the saying goes, you can’t please all of the people all of the time, and if you try, you risk your brand feeling a little schizophrenic. But if you focus your efforts on the things you’re passionate about and you can do best, you’ll truly be able to solve problems for the community that needs you.

Longevity.
Brands that are built with purpose and depth have the foundation to endure, adapt, evolve.

Some discussion amongst the smart folk yielded a few examples of brands that may have lost their focus:

Starbucks and their forays into music and chocolate?
Mercedes by offering lower end cars for mass markets?
Barack Obama by hitting the campaign trail with Hillary Clinton?
Coke – too many varieties?
Harley-Davidson and their cake decorating kit (no, I’m not kidding)
Target – are they getting into too many things?
Martha Stewart – just how many things can one license in how many quality/price tiers and still be competitive?

Do you have examples of brands that are diluted? How important is it for a brand to stay narrow and deep? What keeps a brand relevant to you even as they evolve? Let’s talk more.

Photo Credit: Bripc
Zemanta Pixie

08 July 2008

Audience is a Four-Letter Word

Used as a noun, the word audience means “The group of spectators at a public event; listeners or viewers collectively, as in attendance at a theater or concert; the persons reached by a…broadcast; public.”

I can’t stand the word “audience” when I’m talking about a company’s clients or customers. I’m not even crazy about those words, because they imply a one-way relationship. I prefer things like “community”. And I’ve caught myself using it, so I’m putting it on my list of four letter words that aren’t ok to use in business, and especially in marketing and social media. Here’s why.

Audiences are meant to listen and observe.
You go to a play or a seminar, and with the rare exception, you sit quietly and listen. The idea isn't to engage the performer or speaker, but to absorb and appreciate. That has it's place in the world, sure. But not when it comes to marketing and social media. Your community WANTS to engage with you and have the chance for exchange and conversation. It puts a human face on business and allows community members to feel like they're helping to build and steward the brands and businesses they love.

Audiences come for the performance, and usually only once.
How many times have you gone to a movie twice? A couple, perhaps, for the really incredible ones. Most times, an audience shows up, watches, goes home, and that's the end of their interaction with the performer. You want your community to be a constant - surrounding you and interacting with you, giving you feedback and connecting with you. You want them to come back, again and again, because you've given them reason to. Change your thinking from "audience" to "community", and they'll feel more welcome on your doorstep.

A bad audience review rarely changes the show.
If a broadway show gets panned, they just pull it or ride it out, but they don't rewrite it because someone didn't like it. The amazing thing about having a community is how they can - and should - help shape the ideas behind a company or product. (Stay tuned for a follow up post on great examples of this). Their engagement with you and the dialogue they welcome is gold; valuable information you can use to improve your product or service offerings based on the people who matter most - the ones that buy them!

So, I'm going to officially jettison the word "audience" from my marketing/social media lexicon. Do you agree with me? What other words do you think we need to retire or change given our interlinked and hyperlinked world?

Photo credit: Felipe Trucco
Zemanta Pixie

07 July 2008

Joyful Marketing! (Really.)

Making people happy still fosters some of the strongest Word of Mouth you can find.

This video has been all over the web and TV, and it never fails to make me cry tears of joy. Why is that good? Because joy is a feeling that you just don't come across every day, so when you do, you remember it. And I sent it out to a bunch of people so they could enjoy it as much as I did. Take 5 minutes and watch this if you haven't seen it already (and see the story behind it here.)


Where the Hell is Matt? (2008) from Matthew Harding on Vimeo.

The astute mind behind Servant of Chaos has a great post about this video, and he makes some great observations. Most especially, I was struck by the fact that this video is indeed sponsored by a national chewing gum brand - Stride - but they were content to take a credit on the end of the reel instead of their logo plastered all over everything. In fact, I had to watch the whole video before I realized it WAS sponsored.

Sometimes, it's not about sales or pimping your product. It's not about splashing your website url or MySpace page all over. Stride did a powerful thing by sponsoring this effort - they put a whole bunch of money into merely spreading happiness and joy. And guess what? We're writing about them. Happiness - and the power of community - is truly contagious. (PSST - all you "viral" marketing people out there, take note).

The takeaway: How can you make your customers happy, just for the sake of it? Does it always have to be about key messages? How about finding something that makes you happy and sharing it with them, just as a thanks for being part of your community?
Zemanta Pixie

05 July 2008

Worlde: It Is Indeed All About Conversation

If you haven't seen the cool application Wordle, check it out.

Give it a link to your website, or plunk in some of your marketing or website copy and it will create a cool word cloud based on the content. Are the words showing up the ones you want?

I'm excited to note that The Brand Box is indeed all about conversation.

 



02 July 2008

Brand Adversity? Meet It Head On.

The Tour de France has had it's share of scandal for the last few years. Doping allegations, disgraced champions, the absence of reigning champions, struggles about how to govern this flagship cycling competition. It's been a rough road for them, to be sure.

Versus, the cable sports network that covers the Tour, has taken matters into their own hands to try and motivate cycling and Tour lovers alike to Take Back The Tour. The TV spots are unapologetic and in-your-face. And they're effective for an evangelist like me that loves the sport, loves the race, and wants to see the world's greatest bike race regain its former glory.



So what's the lesson here to be learned?

Brand tarnishing happens to the best of the best. In today's market of interconnected and superconnected online networks, referral- and review-minded consumers, and customer-driven branding, it's inevitable that the negative will creep out amongst the positive. And whether it's a small smudge or a giant smear campaign, nothing can be gained by hiding amongst the trees and hoping it will all blow over. (Jusk ask fans and users of Twitter these days).

Engaging those that are talking to you and about you can do wonders for healing - even improving - a brand's reputation. Yes, it's scary sometimes and it can sting to take a few blows. But your credibility is heightened when you speak in your own voice and try your best to have a dialogue with those criticising you. Companies are populated by people and a human face is critical to meeting adversity with credibility.

And if you've been the unfortunate victim of bad apples spoiling your bushel like the Tour de France has, take back your brand by denouncing bad behavior and reaffirming your commitment to your company and your customers. Skip the corporate-y crisis press release and put out real, human responses by real people. Get out there and engage with your loyal evangelists, and rally them to the cause. Apologize for your mistakes. Commit to correcting them. Thank your community for caring enough to be angry.

After all, isn't your personal Tour de France worth defending?

01 July 2008

Capturing an Idea Storm

I asked my favorite online universe the other day what tools they used for capturing all the ideas that come flooding at me every day - for my blog, for my business, for my clients. I don't want to miss an opportunity to capture something brilliant, even if I have to file it away for later. And if you're a Post-It junkie like me, you might need help reforming your ways.

I was just planning to check out a few tools for myself, but got to thinking that everyone - especially small business owners - needs great ways to capture the plethora of information they find on the web. So here's my list of a few great tools I've come across, thanks to these great recommendations.

Evernote - fresh out of beta, I'm liking this application for its clean interface, and it's handy "clip to Evernote" shortcut for a browser toolbar. Simply highlight the portion you want to capture on a web page, and click. You can set up multiple "notebooks" to categorize your page however your brain works, and you can use it on the web as well as download a desktop application. Free.

Google Notebook
- Rumor has it that there are lots of GN evangelists, but they've got a little buggy thing going on with Firefox 3 right now so I'm waiting on that. But for those of you with other web browsers, this looks like it could be a super useful tool that functions a lot like Evernote above. Free.

PersonalBrain - This is a desktop application that allows you to collect your web pages, contacts, emails and files all in one place, and it offers a sort of "mind mapping" of your stuff to show you how they're all interrelated. A little bit schizophrenic for my taste, but it might be just the right tool for someone more free thinking. Free trial with full features that reverts to a more limited version after 30 days. Costs of upgraded versions are $149 and $249.

OneNote - Microsoft, of course, has their own product of this stripe. OneNote is a digital notebook that allows you to collect all your notes and information - text, pictures, audio and video - and it integrates a search function so you can find your stuff again easily. It integrates with the Office 2007 system, too. Free 60 day trial, or purchase for $99.

Instapaper - Basic but incredibly useful, Instapaper is a simple bookmarking tool. Just put the "read later" button in your browser toolbar, and click on it each time you find something interesting that you just don't have time to process right now. Then, come back to it later. Free.

Moleskine notebook
- truly the high class tool for doing it "the old fashioned way" with pen and paper.

Of course, whatever tools you use, the most important part is to find a way to keep track of the waves of brilliance you find crossing your path. As a busy business owner, the best way to surefire marketing is to have great ideas and share them with others. So, have at!



Zemanta Pixie

31 July 2008

New York Times Wants to Censor and Influence Bloggers?

On Saturday, I posted about the New York Times and their coverage that same evening of the BlogHer 08 Conference in their online Fashion & Style section (The Sunday Styles section in the print version). I was particularly upset about where the paper placed the story and the overall tone of the article. I also wrote a brief letter to the editor that day that expressed my thoughts on the topic. You can read my post and my letter to the editor right here.

Yesterday, I got a phone call and an email from a New York Times editor in response to my letter, asking simply if I would please call her. So I did, about an hour later.

The contact is an editor for the Thursday and Sunday editions of the Times’ Styles section (known as the Fashion & Style section on the online version). She said she was contacting me because she wanted me to consider revising the letter I had written to the editor because they couldn’t publish it as it was. (She also mentioned that she had read my post and several others expressing similar criticism for the story and its placement).

So, naturally, I asked why. She said that my letter specifically criticized the placement of the story, which it did. But she went on to explain that the Times’ sections operate somewhat autonomously, and when one section gets a good story, they would never “give it away” to another section. She said that the section in which a story was placed was not something they “controlled”, but that it was based on which section editor got the story or whom the reporter chose to pitch.

Effectively, she told me that they wouldn’t publish my letter if it talked about the placement of the story since the section placement wasn’t “something [they] could respond to” and was something they “don’t have an answer for”. Instead, she suggested that if I framed my letter to focus instead on tone and content of the story itself, I could resubmit it to her directly for publication consideration.

What?

There’s a couple of big lessons to be learned here about proper outreach to your community, and how not to engage with bloggers.

Mistake #1
First of all, a letter to the editor is intended as an expression of opinion by the readership of a paper. A publication could reasonably edit a letter for length, but suggesting that content and intent of a letter be revised and resubmitted for the purposes of making it easier or more palatable to the paper isn’t reasonable (or ethical, in my view).

In this case, the Times didn’t want to publish my criticism of the editorial judgment because they would have then had to explain how and why stories get placed in specific sections. They also might have had to defend the content of their Style section and justify why it was a suitable place for the BlogHer story after all. So they’ve made my letter to the editor about what it does (or doesn’t do) for them, instead of about engaging and including the voice of their readers.

Lesson: When engage in dialogue with your community, you lose credibility and respect when you try to censor or influence that conversation just because you don’t like what’s being said.

Mistake #2
In our follow up correspondence after the phone call, the editor asked that, should I choose to blog again on this topic, I not reveal her name because she’s “not a higher-up in the section” and would “rather not be seen as speaking on behalf of the section in print.” However, her phone call to me was from her desk at the Times, and her email to me was from her New York Times email account. In both cases, she was clearly presenting herself as a representative of the paper whose duties, per her email to me, “include [responding] to letter writers.”

They say in journalism that nothing is ever truly off the record. The Times, however, via this editor, is asking to be exactly that.

Lesson: If you’re going to be a part of the conversation, be transparent. Own your viewpoint and speak as yourself. Otherwise, your community questions your motives and you lose their trust.

So what should they have done?

Here’s my take:

• Either chosen to publish my letter as it was, or chosen not to publish it as is their prerogative (after all, publication isn’t guaranteed). But never should their response have been to try and convince me to amend my opinion because they didn’t have a suitable response.

• Commented on my post. The editor mentioned that she’d read my blog post about it, and that gave her and the Times the perfect opportunity to engage in the conversation and contribute their perspective.

• Respected my stance rather than trying to influence it. They didn’t have to agree with me. But trying to get me to revise my letter to the editor or suggest how I should treat future blog posts tells me that they’d rather control the message than have a discussion.

Let me be clear that I think the Times, in theory, made the right move by reaching out to someone who is clearly speaking up about them, and to them. Engagement is much better than ignoring. But the question becomes what does more damage: Not responding at all, or responding and trying to influence a letter writer or blogger to amend their content?

I think the piece itself and the editor’s response to my letter underscores the lack of respect that the Times has for bloggers, their readers, and their influence within the larger media community. The overall tone of the exchange with the editor, while courteous and friendly on the surface, leads me to think that the Times not only wants to unduly influence the conversation, but that they might be taking this ill-advised approach with other bloggers, too.

This whole situation highlights an archaic and potentially damaging system that papers like the Times are using to determine where their stories run. I think they ought to be rethinking this for the sake of integrity.

So what do you think? How would you have reacted to such a request? Do you think the New York Times handled this correctly? If not, what should they have done differently and what are the lessons to be learned?

Photo by Anderson Mancini

26 July 2008

New York Times Commits a Fashion Faux-Pas about BlogHer

It's not often I get on my soapbox on my blog; my intention is to share with you, my good readers, a bit of widsom and insight and share everything I've learned in kind from all of you. But I'm hoppin' mad at the New York Times for how they've managed to undermine some fantastically accomplished and groundbreaking women from BlogHer.

BlogHer is a community of women bloggers who blog about everything from cars to health and wellness, technology, green causes, law, social change and dozens of other topics. With over 13,000 members and over 10,000 blogs on their directory, it's a powerhouse of content, expertise, and community building. These women are driven, and influential.

So imagine my frustration - nay, disgust - when the New York Times managed to write a story about their recent BlogHer08 conference and put it on their Fashion and Style page?

It prompted me to write a letter to the editor:

I’m so disappointed that you managed to completely undermine the professional, hardworking group at BlogHer by parking that article on your “Fashion & Style” page. Why not Business? Technology? These women are changing the face of technology and the online world, and you’re parking them off in a trivial corner instead of among the gamechanging minds of Web 2.0 where they belong.

This is exactly why glass ceilings exist. Way to take a legitimate, amazingly powerful event for professionals and treat it as “aw, how cute!”.

Shame on you.
That pretty much sums it up for me. I'm thankful that events and communities like BlogHer are garnering recognition in mainstream media for the incredible things they're doing. Blogging and social media are changing the face of marketing, communications, and mainstream media. But I am so distressed that this particular event was treated like it was some cutsie fashion show with a bunch of women getting manicures, drinking tea, and giggling with one another over soap operas. Even the article has a rather condescending tone, as if they NYT was surprised and amused at this little gathering of mommies who blog.

Blogging is a commitment. It takes dedication, passion, and focus to do it well. It is shifting boundaries all over the world about how people, businesses, and media get and share information. And communities like BlogHer are the essence of bringing people together to learn, share, and teach one another (sound like any of the definitions I've given about social media???).

So I repeat, shame on you New York Times. BlogHer members - and all of the evangelists of Web 2.0, social media, and community - deserve better than that.


Image credit: Wendy Piersall of Sparkplugging.com

23 July 2008

Social Media Group Therapy

Groups for social media enthusiasts and practitioners are popping up, and that's a great thing. Whether you're a lone soldier looking to network, or a large corporation that needs to take social media beyond the basics, there's a group for you. Here, just a few that I've come across in my travels (and feel free to share yours in the comments!):

Free Memberships

Marketing 2.0

Marketing 2.0 is a burgeoning community that, in their own words, "is a community of passionate marketers sharing ideas, insights, advice, stories, and occasional rants and raves about how to operationalize Web 2.0. In other words, how to bake things like social media, conversational marketing, and online communities into the foundation of marketing."

I personally love this approach and am encouraged by the potential of their membership. I'm particularly fond of the companion community that has a bevy of great information on the blog and through the member forum. Just reading can teach you a lil' something new. (Note: I'm a member).

Society for Word of Mouth

Billed as the place to be for those who seek word of mouth enlightenment, SWOM is a fun community with some great personalities at the helm - BenMcConnell and Jackie Huba. (You might know them from their awesome Church of the Customer Blog or their book Citizen Marketers). It's purpose is to be a free social network for those immersed (or just interested) in word of mouth, and to be a premium educational resource so it's community can bring word of mouth to their own organization. I'm big fans of theirs, so I hurried to join when I learned about it.

There are local groups for SWOMies, as well as a discussion forum, a library of resources, and some great videos. With just shy of 1,000 members, I'm eager to see where Jackie, Ben, and the community take this.

Paid Memberships

Social Media Club

You may have been hearing the buzz around Twitter, Plurk, or the Blogosphere about the SMC's announcement of their 42 board members. Founded by Chris Heuer, Howard Greenstein and Kristie Wells, the SMC says this about their reason for being: "Social Media Club is being organized for the purpose of sharing best practices, establishing ethics and standards, and promoting media literacy around the emerging area of Social Media."

Chapters are getting off the ground across the globe, and promise to deliver some great events and networking opportunities for us social media type people. Membership is truly a steal: Just $100 for a professional membership up to $2,500 for a corporate membership of 10. They even offer a free "open" membership if the hundred bucks is just too much for you right but you'd like to somehow be involved.

There doesn't appear to be a Chicago chapter alive and kicking yet, but maybe I'll kick off an email...

Word of Mouth Marketing Association

According to their website, WOMMA is the official trade association for the word of mouth marketing industry. WOMMA's mission is to promote and improve word of mouth marketing by:

* Promoting "best practices" to ensure more effective marketing
* Protecting consumers and the industry with strong ethical guidelines
* Evangelizing word of mouth as an effective marketing tool
* Setting standards to encourage its use

Membership includes networking opportunities, access to research, and event discounts. Members include marketing and advertising agencies, PR firms, educational institutions, consumer products companies, and more. Membership fees start at $1,000 per year for small businesses up through $10,000 per year for governing members.

International Blogger and New Media Association

From the IBNMA site: The IBNMA has been formed to serve as a single voice representing members of the industry and as an advocate to promote its growth. The Association’s mission is four-fold, to provide: Research, information, education and advocacy to bloggers, podcasters, social media consultants and others related to the industry in any way.

My buddy Paul Chaney has been talking about the recent relaunch of this org, for which he serves as President. For $25, I think it's worth checking out. They're talking about an intranet for members, and continuing their current benefits that include discounted registration to BlogWorld and New Media Expo. It's still a little new, but I'm all for giving us students of social media more places to gather, share, and learn.

Society for New Communications Research

SNCR is a non-profit think tank that's "dedicated to the advanced study of the latest developments in new media and communications, and their effect on traditional media and business models, communications, culture and society."

With several publications and educational events, including the well-regarded New Communications Forum, SNCR is the academic arm of the marketing 2.0 world. Membership starts at a mere $250 per year for students, and range from $495 for associate membership all the way to $25,000 to be a corporate partner.

Blog Council

If you're part of a large company that's already gone through the growing pains of integrating social media and blogging, the Blog Council might be a great fit for you. It's intended to bring together senior executives to explore issues and share best practices with one another in a private, productive environment.

The member list is impressive; I think it's a valuable place for the "big kids" that are looking to take their social media efforts to the next level. It's also designed to be intensely respectful of demanding executive schedules; events are based on rapid-fire phone calls between members and online forums, and just three live one-day meetings per year that are about peer-to-peer discussions and networking. Hop on over to their website if you are (or know of) a senior corporate executive that ought to be part of this.

I'm sure this is just the start of what's to come in our industry. And don't forget to check out some of the other larger industry organizations like the American Marketing Association, a local Interactive Marketing Association group, or Media Bistro's AvantGuild association. Please let me know what groups I've missed!

Today's awesome image brought to you by VividBreeze

Zemanta Pixie

21 July 2008

They're Talking About You! Now What?

So, then. You've done your homework. You've listened. You know what social media isn't and you're ready to dive in. You're paying attention.

And lo and behold - they're talking about you! And as GI Joe reminded us, knowing is half the battle.

But Now What??

Prepare for Action
First, be sure you have the tools in place for great content and conversation. Do you have:
  • A great website or blog to send people to for information and valuable, relevant and timely content?
  • An easy way for people to contact you? Think multiple channels like phone, email, and instant messaging. Or extend your ears and try Twitter or Plurk.
  • Excitement, an open mind, and enthusiasm for what social media can do for you? If you're not enjoying the interaction people will know.
  • Resources at the ready to answer questions, troubleshoot, or provide additional information to your community?
Got all those things and then some? Great. Let's talk about what you're hearing, and a few thoughts on how to engage. And please, add your own! Comment. Argue with me. Point out what I've missed! I want to learn from you, too.

The Good
There's nothing more gratifying than to hear that you're doing a great job. Your customers and clients are delighted, and they'd recommend you to anyone needing what you offer. How to respond?
  • Say thank you. Post a blog comment, send an email, drop a personal handwritten note.
  • Ask for more details about their experience, and how they found you. Find out what they liked best, and commit to doing more of it.
  • Hand over your contact information and make a personal connection. Offer to be a direct contact for them or offer up someone in your company that can take good care of them and make sure they continue to be happy.
  • Engage them as an insider. How can you get them connected to your company and encourage them to go from a happy customer to an evangelist?
The Bad
Uh oh. They're criticizing your product, trashing your customer service. What they're saying isn't at all what you'd hoped to hear. Ignoring it isn't the right answer, so where to start?
  • Apologize. Good old fashioned "I'm sorry we disappointed you" can be a great start to a constructive dialogue. Take the conversation to a more personal forum like email if that's what makes sense.
  • Ask what went wrong, and how it could have been a better experience for them.
  • If you have a solution at the ready, offer it. No solution yet? Explain what next steps you're going to take to come to a resolution. And follow up.
  • Don't be defensive. Nothing kills trust faster.
  • Be creative. What about having a negative reviewer be part of your next product innovation brainstorm? It's not for the faint of heart, but it can be a gold mine of new perspectives.
  • Say thank you. Just as important as when they say something nice. Thank them for sharing their experience, and caring enough to be angry. It's a great opportunity for you to learn.
** To note, negative comments are entirely different than hate mail, flames, or trolls. Those are best ignored altogether.

The Indifferent
This one is tricky. They're talking, but it's a solid "maybe" as to whether they'd do business with you again. They're not mad, but they're not overjoyed, either. Is it still worth interacting? I think so.
  • Ask them what would have taken their experience from so-so to great. You may just have an "a-ha" moment that makes you even better at what you do.
  • Invite them to continue the dialogue and share more detail. You've started the connection, and you can help it prosper.
  • Tell your story. "Eh" might just become "oh!".
  • Say thank you for their feedback. (Notice a theme here?)

Look who's talking!
I'd love to hear more about companies that are making the most of their online conversations. Let everyone know who deserves some kudos, and share your stories in the comments.

16 July 2008

What social media isn't.

There is so much discussion about what social media truly IS, and as many definitions as there are definers. (Check out the results of this google search to see what I mean.) If your mind is whirling about trying to nail down a definition and discover how you should be using it, we'll try a different approach by pointing out a few things that social media is NOT.

Show and Tell

There was a time when people were content to be an audience; to sit and listen and be presented to (and yes, interrupted). “Look at our shiny new product!!” “Look how smart we are!!” Those days are changing rapidly, and folks want to interact, not just observe. Social Media is about giving your customers an opportunity to talk with you about your products and services and opening up the floor for dialogue.

A Popularity and Numbers Contest

Twitter followers. FriendFeed followers. LinkedIn Connections. Plurk friends. RSS subscribers. The online world is full of folks bragging on and on about just how popular they are, how many networks they’re part of.

But unless you’re saying something worth listening to, and unless you’re allowing the conversation with your community to be two-way, those numbers just don’t matter. A big community is great, but it’s truly the level of attentiveness and engagement that matters.

Geoff Livingston in his recent post on hype in social media explains beautifully the critical importance of understanding this:
“Social media is about people. Customers are people. Social media marketing is about networking and community participation with the right few [networks], from which relationships are developed, in turn creating results.”
A Silver Bulllet

Social media in and of itself is no magic solution. And just because “everyone” is doing it, how and why social media will (or won’t) work for you may be very different than someone else. Mack Collier of The Viral Garden has a great post about corporate blogging, for example, that talks about the importance of using these tools as mutual communication vehicles:
“Instead of attempting to create an environment where readers are given valuable content and interaction is encouraged, many companies are attempting to use their blogs as an extension of their weekly circulars…[t]hey attempt to approach blogging as a one-way communication channel, which is what they are most comfortable with. The results, i.e. disappointing returns, are completely predictable."
Indeed, you must pay attention to social media because it’s not going away and it is truly changing the landscape of marketing, communications, and customer engagement. But you absolutely must take the time to evaluate WHY social media should be part of your strategy, and what tools are the right ones for you.

Just for “Experts”

This is a vast, deep and largely uncharted ocean we’re swimming in. We’ve only just scratched the surface of the tools and potential of social media (in other words, don’t let someone tell you they’re a social media “expert” – none of us are yet. Experienced? Knowledgeable? Maybe.).

There are, however, some characteristics that are common to many of those who focus on this dynamic industry for a living: curiosity, determination, relationship building, and enthusiasm for discovering the potential. Check out Tamar Weinberg’s excellent post on what traits define successful people in this industry according to people who use, know, and love social media.

But do you have to be an “expert” to benefit from this groundswell? I don’t think so.

Waiting for the “right time” to get into social media is like looking for a break in rush hour traffic in Chicago. (Trust me, I know this). Sometimes you just have to stick your nose out there and jump into the fray. You will make mistakes. You will listen and learn. And you just might find that the effort alone is enough to help you find your way.

Let me close by saying that there are a lot of things I could include on the list above. But social media is, and will continue to be, about building communities and having great conversations. Embrace this and let it be the foundation of your efforts, and you’ll already be ahead of the game.

Awesome Photo by That Blonde Girl


Zemanta Pixie

14 July 2008

Be A Word Of Mouth Super Genius!

WHEN: Chicago: July 30 and September 4

Until now, only Wile E. Coyote could lay claim to the title Super Genius. No longer!

Our friend and WOM guru Andy Sernovitz is hosting a small-group word of mouth marketing seminar. Usually he only does private training for companies (yeah, the big ones) at a very large price, so this is a rare chance for 50 people to get the best introduction to word of mouth that there is.

We've arranged for a $250 discount for our friends! Use code "welovethebrandbox" when you register. (And you DO, don't you??)

This is a very practical, hands-on course (and if Andy's involved, it's sure to be a blast). In one intense day, you will:
  • Master the five steps of word of mouth marketing
  • Construct an action plan that your company can start using the very next day
  • Get the same training that big corporations (Microsoft, TiVo, eBay) have received -- for a fraction of what they paid
  • Know how to translate word of mouth marketing into real ROI
  • Participate in an active, intense day of practical brainstorming (not boring theory)
  • Learn from Andy Sernovitz, the guy who literally wrote the book on word of mouth marketing
Andy promises you will learn a repeatable, proven marketing framework that is easy to execute, affordable, and provides measurable results within 60 days. Click here to get more information and reserve your spot.

Note: Nope, I'm not getting anything in return for promoting Andy's workshop (I offered in fact), and I don't promote stuff I don't believe in. I just happen to think Andy is super smart, and that every company can and should be doing what he teaches. So off with you now. Go sign up.
Zemanta Pixie

11 July 2008

Plurkshop #6: Measuring Social Media Effectiveness

Yesterday marked another fantastic Plurkshop, hosted by David Alston of Radian6, a groundbreaking social media monitoring company.

What is a Plurkshop?

Plurkshops started as spontaneous discussions on various topics over on the social networking site Plurk. They've evolved into regular discussions, scheduled specifically around certain topics, and open to the entire community. Fun, fast, and furious, they're chock full of great information. (If you'd like to get news of future plurkshops, follow @Plurkshop on Plurk).

Talking Social Media Measurement

Marketing, PR and Social Media types are abuzz with the importance of finding ways to measure the impact of companies’ engagement with social media. We discussed some of the key questions on everyone’s minds:

What makes social media efforts so difficult to justify?

The term “social media” has gained acceptance, but it can be misleading in literal translation. The “social” aspect of SM can create an informal (and incorrect) impression that these tools are only for casual personal relationships vs. building brands and value for companies. And the “media” aspect is often seen as just another broadcast vehicle, held to traditional marketing and media metrics that may not accurately reflect social media’s holistic community impact.

Many companies are wary of trying social media until and unless they see concrete and tangible results, and success from competitors can be a might fine motivator. A collection of viable case studies from established companies using these tools to their benefit will help blaze a trail for others to follow.

Perhaps a different question: is there a cost to not being involved? What are you missing if you’re unplugged from the Groundswell? The more examples like Dell, Zappos, Fiskars and GM we uncover across different industries, the more readily we’ll be able to get companies on the train before it leaves the station.

Why measure?

Companies using or considering social media as part of their communication strategy want to establish the true ROI of these online networks. And for marketers, accurate measurement of the impact is important to establishing credibility and long-term viability for these new tools in a business setting.

We’re able to point to positive effects that we think are being generated by participation in social media – increased customer satisfaction, sales numbers – but the hard line from social media to sales has yet to be drawn clearly. If we can create a direct connection between a company’s engagement with their community and their growth, we’ll have something powerful indeed.

What are we measuring, really?

David asked at one point “do you want to measure the ‘social’ or the ‘media’?” which sparked some interesting answers.

Focus on the word “media” seems to drive people to measure social media effectiveness in the same way we’ve evaluated traditional direct marketing or public relations efforts (impressions, response rates, website visits, sales figures). But the word “social” means we ought to be measuring the quality and depth of the relationships with people that are fostered within communities. That will require discovering metrics that are reciprocal, not just one way.

Is Return on Investment really the right term, then? Perhaps we need to consider a new “I” when it comes to social media. How about these:
  • Return on Initiative. What are we reaping from the effort when we look at it holistically?
  • Return on Interaction. Are you having better conversations with your customers and do they feel more connected to you?
  • Return on Involvement. Does this change how involved your customers want to be with your business?
Listening is an (the?) important facet of any successful social media effort, because it creates an avenue for customers to directly affect the products and services they purchase. What do you think, can you effectively measure the importance and impact of listening? How?

What makes measurement difficult?

Social media is a long-term strategy that takes time to show quantifiable results, and the agility and patience to make adjustments along the way. The nature of relationship building means that the impact may not be immediately visible, but will grow and strengthen over time. But because relationships and other “soft metrics” like community building are hard to quantify, it can be even harder to tie social media to the ever-present bottom line.

Monetization is key for most marketers in order to establish the direct line from marketing time and dollars spent to revenue earned. But revenue developed through social media is often indirect, and follows a winding (and hard to track) path from company to community and back again. That lack of clarity is what often causes a company to dismiss social media as unproven, risky, inefficient, or not valuable.

Is there anything we can measure?

From David's arsenal:
  • Mapping out the top influencers on a topic/brand and whether they are advocates (percentage of supporters amongst top influencers)
  • Amount of “long tail” coverage (posts/commenting activity for or against your brand
  • Tracking effectiveness of an outreach campaign/product launch over time (based on tracking WOM)
  • Share of brand buzz vs. competitors online
  • Engagement on website/forums/company blogs
  • On topic inbound linking
  • Total views/comments/unique commenters
  • Level of engagement in commenting activity
  • Speed of spread (how fast and idea is adopted and carried across all forms of social media)
  • Social media to mainstream media hops (story growth beyond where it started) and vice versa
  • Reaction time to engagement (most commenting activity happens in first 48 hours on a post)
  • Comment acceleration (how fast a discussion on a topic is taking off/slowing down)
  • Post sampling/collection (tweets, posts, comments are the new client testimonials)
  • Favorites/diggs/vote counts
  • Customer satisfaction (including tools like the Net Promoter Score)
So, what’s the case to be made for social media?

Social media is long term, and has to be viewed as an investment.

Social Media can support and strengthen other traditional marketing and public relations efforts by adding a listening channel.

Social Media is about building relationships, trust and community, not merely marketing.

If used properly, social media leads to more and better connections with customers.

Making a strong case for using social media in business seems to still be an uphill battle for many. From companies who seem downright afraid to talk to their customers to those who view these efforts as nothing more than productivity killers, social media advocates clearly have their work cut out for them.

Showing the true value of social media means collecting and sharing crucial case studies outlining companies’ success. Do you have great examples to share of companies who have successfully used social media to build their business and bring value to their customers? Please share them with us!

Special thanks to David Alston for hanging out with us and giving of his time and expertise. For more information on Radian6 and the great stuff they're doing, please check out their website.

Update: Check out Connie Reece's great post on the Plurkshop, too, along with a rundown of the participants!
Zemanta Pixie

09 July 2008

Diluted Brands: Just Add Everything

I was talking to Jane Chin on Plurk about her conundrum of too many blogs, and too little focus, and she’s not alone. My feeling was that in today’s hyper-niched world – brought to you by the wide and vast internet – brands are forced to go narrow and deep instead of wide and broad in order to retain their relevance. I’m not the first to say this, of course. (Check out The Long Tail.)

Here’s why I’m adamant that a focused brand beats an “everything” brand any day (unless you're a bagel).

Managing expectations.
Focusing your brand means that your community always knows what to expect from you. This doesn’t mean that you never do anything innovative, it just means that your innovations are focused on the things that add value, interest, or dimension to your brand while still responding to the needs of your community.

Solving real problems.
As the saying goes, you can’t please all of the people all of the time, and if you try, you risk your brand feeling a little schizophrenic. But if you focus your efforts on the things you’re passionate about and you can do best, you’ll truly be able to solve problems for the community that needs you.

Longevity.
Brands that are built with purpose and depth have the foundation to endure, adapt, evolve.

Some discussion amongst the smart folk yielded a few examples of brands that may have lost their focus:

Starbucks and their forays into music and chocolate?
Mercedes by offering lower end cars for mass markets?
Barack Obama by hitting the campaign trail with Hillary Clinton?
Coke – too many varieties?
Harley-Davidson and their cake decorating kit (no, I’m not kidding)
Target – are they getting into too many things?
Martha Stewart – just how many things can one license in how many quality/price tiers and still be competitive?

Do you have examples of brands that are diluted? How important is it for a brand to stay narrow and deep? What keeps a brand relevant to you even as they evolve? Let’s talk more.

Photo Credit: Bripc
Zemanta Pixie

08 July 2008

Audience is a Four-Letter Word

Used as a noun, the word audience means “The group of spectators at a public event; listeners or viewers collectively, as in attendance at a theater or concert; the persons reached by a…broadcast; public.”

I can’t stand the word “audience” when I’m talking about a company’s clients or customers. I’m not even crazy about those words, because they imply a one-way relationship. I prefer things like “community”. And I’ve caught myself using it, so I’m putting it on my list of four letter words that aren’t ok to use in business, and especially in marketing and social media. Here’s why.

Audiences are meant to listen and observe.
You go to a play or a seminar, and with the rare exception, you sit quietly and listen. The idea isn't to engage the performer or speaker, but to absorb and appreciate. That has it's place in the world, sure. But not when it comes to marketing and social media. Your community WANTS to engage with you and have the chance for exchange and conversation. It puts a human face on business and allows community members to feel like they're helping to build and steward the brands and businesses they love.

Audiences come for the performance, and usually only once.
How many times have you gone to a movie twice? A couple, perhaps, for the really incredible ones. Most times, an audience shows up, watches, goes home, and that's the end of their interaction with the performer. You want your community to be a constant - surrounding you and interacting with you, giving you feedback and connecting with you. You want them to come back, again and again, because you've given them reason to. Change your thinking from "audience" to "community", and they'll feel more welcome on your doorstep.

A bad audience review rarely changes the show.
If a broadway show gets panned, they just pull it or ride it out, but they don't rewrite it because someone didn't like it. The amazing thing about having a community is how they can - and should - help shape the ideas behind a company or product. (Stay tuned for a follow up post on great examples of this). Their engagement with you and the dialogue they welcome is gold; valuable information you can use to improve your product or service offerings based on the people who matter most - the ones that buy them!

So, I'm going to officially jettison the word "audience" from my marketing/social media lexicon. Do you agree with me? What other words do you think we need to retire or change given our interlinked and hyperlinked world?

Photo credit: Felipe Trucco
Zemanta Pixie

07 July 2008

Joyful Marketing! (Really.)

Making people happy still fosters some of the strongest Word of Mouth you can find.

This video has been all over the web and TV, and it never fails to make me cry tears of joy. Why is that good? Because joy is a feeling that you just don't come across every day, so when you do, you remember it. And I sent it out to a bunch of people so they could enjoy it as much as I did. Take 5 minutes and watch this if you haven't seen it already (and see the story behind it here.)


Where the Hell is Matt? (2008) from Matthew Harding on Vimeo.

The astute mind behind Servant of Chaos has a great post about this video, and he makes some great observations. Most especially, I was struck by the fact that this video is indeed sponsored by a national chewing gum brand - Stride - but they were content to take a credit on the end of the reel instead of their logo plastered all over everything. In fact, I had to watch the whole video before I realized it WAS sponsored.

Sometimes, it's not about sales or pimping your product. It's not about splashing your website url or MySpace page all over. Stride did a powerful thing by sponsoring this effort - they put a whole bunch of money into merely spreading happiness and joy. And guess what? We're writing about them. Happiness - and the power of community - is truly contagious. (PSST - all you "viral" marketing people out there, take note).

The takeaway: How can you make your customers happy, just for the sake of it? Does it always have to be about key messages? How about finding something that makes you happy and sharing it with them, just as a thanks for being part of your community?
Zemanta Pixie

05 July 2008

Worlde: It Is Indeed All About Conversation

If you haven't seen the cool application Wordle, check it out.

Give it a link to your website, or plunk in some of your marketing or website copy and it will create a cool word cloud based on the content. Are the words showing up the ones you want?

I'm excited to note that The Brand Box is indeed all about conversation.

 



02 July 2008

Brand Adversity? Meet It Head On.

The Tour de France has had it's share of scandal for the last few years. Doping allegations, disgraced champions, the absence of reigning champions, struggles about how to govern this flagship cycling competition. It's been a rough road for them, to be sure.

Versus, the cable sports network that covers the Tour, has taken matters into their own hands to try and motivate cycling and Tour lovers alike to Take Back The Tour. The TV spots are unapologetic and in-your-face. And they're effective for an evangelist like me that loves the sport, loves the race, and wants to see the world's greatest bike race regain its former glory.



So what's the lesson here to be learned?

Brand tarnishing happens to the best of the best. In today's market of interconnected and superconnected online networks, referral- and review-minded consumers, and customer-driven branding, it's inevitable that the negative will creep out amongst the positive. And whether it's a small smudge or a giant smear campaign, nothing can be gained by hiding amongst the trees and hoping it will all blow over. (Jusk ask fans and users of Twitter these days).

Engaging those that are talking to you and about you can do wonders for healing - even improving - a brand's reputation. Yes, it's scary sometimes and it can sting to take a few blows. But your credibility is heightened when you speak in your own voice and try your best to have a dialogue with those criticising you. Companies are populated by people and a human face is critical to meeting adversity with credibility.

And if you've been the unfortunate victim of bad apples spoiling your bushel like the Tour de France has, take back your brand by denouncing bad behavior and reaffirming your commitment to your company and your customers. Skip the corporate-y crisis press release and put out real, human responses by real people. Get out there and engage with your loyal evangelists, and rally them to the cause. Apologize for your mistakes. Commit to correcting them. Thank your community for caring enough to be angry.

After all, isn't your personal Tour de France worth defending?

01 July 2008

Capturing an Idea Storm

I asked my favorite online universe the other day what tools they used for capturing all the ideas that come flooding at me every day - for my blog, for my business, for my clients. I don't want to miss an opportunity to capture something brilliant, even if I have to file it away for later. And if you're a Post-It junkie like me, you might need help reforming your ways.

I was just planning to check out a few tools for myself, but got to thinking that everyone - especially small business owners - needs great ways to capture the plethora of information they find on the web. So here's my list of a few great tools I've come across, thanks to these great recommendations.

Evernote - fresh out of beta, I'm liking this application for its clean interface, and it's handy "clip to Evernote" shortcut for a browser toolbar. Simply highlight the portion you want to capture on a web page, and click. You can set up multiple "notebooks" to categorize your page however your brain works, and you can use it on the web as well as download a desktop application. Free.

Google Notebook
- Rumor has it that there are lots of GN evangelists, but they've got a little buggy thing going on with Firefox 3 right now so I'm waiting on that. But for those of you with other web browsers, this looks like it could be a super useful tool that functions a lot like Evernote above. Free.

PersonalBrain - This is a desktop application that allows you to collect your web pages, contacts, emails and files all in one place, and it offers a sort of "mind mapping" of your stuff to show you how they're all interrelated. A little bit schizophrenic for my taste, but it might be just the right tool for someone more free thinking. Free trial with full features that reverts to a more limited version after 30 days. Costs of upgraded versions are $149 and $249.

OneNote - Microsoft, of course, has their own product of this stripe. OneNote is a digital notebook that allows you to collect all your notes and information - text, pictures, audio and video - and it integrates a search function so you can find your stuff again easily. It integrates with the Office 2007 system, too. Free 60 day trial, or purchase for $99.

Instapaper - Basic but incredibly useful, Instapaper is a simple bookmarking tool. Just put the "read later" button in your browser toolbar, and click on it each time you find something interesting that you just don't have time to process right now. Then, come back to it later. Free.

Moleskine notebook
- truly the high class tool for doing it "the old fashioned way" with pen and paper.

Of course, whatever tools you use, the most important part is to find a way to keep track of the waves of brilliance you find crossing your path. As a busy business owner, the best way to surefire marketing is to have great ideas and share them with others. So, have at!



Zemanta Pixie