How much would you pay for million subscribed fans? How much time would you invest to build such a huge audience? Sometimes all it takes is a few minutes — just set up the right execution with some real insight.
The “Mom, mom, mommy, ma, mom, mom, ma, ma, mommy, mommy… WHAT!!… hi! (endquote sic) Facebook fan page has crossed 5 million fans, with no content whatsoever; it’s powered solely by the social currency traded amongst friends as they fan this page with a nudge and a wink.
It’s hard to describe the insight this fan page creator has leveraged – only a parent can fully understand the experience of moving from ceiling-clawing annoyance to cheek-squeezing adoration as their child vies for their attention…
Now, the page creator sits on a gold mine of news feed access… which begs the question, should brands change the topic?
Tucked away near the end of one of the best Slideshare’s I’ve come across, is this lil’ gem of UGC brilliance. Musicians C-Mon & Kypski need a little help with their music video, and it’s crowdsourcing that makes this video memorable (and affordable, I imagine). They’ll show you a frame from their video, and all you have to do is mimic it via webcam.
But before I tell you why I love this so much, let me share the Slideshare presentation with you – In “Stop Saying Viral – A Case For Spreadable Media,” Eva Hasson of Trendspotting makes an argument against “The Viral” strategy on which so many agencies and brands are stuck. If you’re a marketer, the best thing you could do today is open your mind to Hasson’s Wisdom Bombs…
The buzz words are changing. As the term “Web 2.0” becomes antiquated, and the masses embrace social media, brands, corporations and organizations are starting to understand the implications of the new paradigms of the web.
Transparency is what’s driving consumer decision now, and the trust that is formed through the authentic collective voice of a brand’s management team, employees and customers.
At this point, I’m starting to feel dirty just saying the words “messaging” and “tone” when discussing “campaigns.”
In Boy Scouts, young campers are taught to start a one-match fire – focusing one’s skill on building the framework of the fuel so that it catches with only one match. I’ll do better than that. I’ll give you six matches to start the transparency fire in your organization.
Here are six catalysts to spark your new focus on authenticity and transparency.
Authencity drives consumer choices…
1. Joseph Pine defines the new Experience economy in this TED talk from 2004, and how “Authenticity is becoming the new consumer sensibility.”
… and they trust only human voices…
2. The Cluetrain Manifesto celebrated its 10-year anniversary with a new edition published this year. It describes how consumers are finding trust and truth through human voices within your organization, or elsewhere – that is, however they wish. From the book: “The corporation pretends to speak, but its voice is that of a third-rate actor in a fourth-rate play, uttering lines no one believes in a manner no one respects.”
… and some of these voices are much “louder” than others…
3. Chris Brogan and Julien Smith’s Trust Agents just hit the New York Times Bestseller list. It’s a how-to guide, defining and training the individuals in your organization best practices to be honest as they build genuine relationships. From the cover flap: “Trust Agents wield enough online influence to build up and bring down a business’ reputation.”
… so organizations must find a new way to communicate…
4. Shel Holtz and John C. Havens’ Tactical Transparency presents a framework for dealing with all the scary situations that big brands fear as they dip their toes in to Social Media. From the book: “Tactical Transparency provides dozens of case studies and interviews that address the implementation of transparency tools at the highest levels of the organization and the lowest. Transparency succeeds when it is embedded into the culture of a company, not implemented as a program designed to be exercised by only a few.”
… and it must go all the way to the top…
5. Organic’s CFO and COO Marita Scarfi explains the opportunity CEOs are missing if they don’t participate in Social Media and open conversations, in this recent Threeminds blog post. “Being engaged with your customers allows you to produce better products/services which, in turn, leads to improved customer loyalty. Ultimately this helps increase sales and fosters stronger company financial performance (e.g. increased shareholder value).”
… just like these numerous examples of management-level-driven open conversations.
As the shimmering waters of Facebook, Twitter and other social spheres are opened, many marketers are diving in the shallow end head first and hoping that the API waterwings their social media guru has supplied will keep them afloat.
This video by Google illustrates several issues that have been plaguing product and brand managers, UxDs (user-experience designers) and IAs (information architects) and most obviously, the general public. Google asks “What is a browser,” only to find that less than 8% of those polled have an understanding of the term. (It is, by the way, “a software application for retrieving, presenting, and traversing information resources on the World Wide Web” – Wikipedia; e.g. Mozilla Firefox or Microsoft’s Internet Explorer (The big blue ‘E’))
After a few weeks in my new role as a Strategist for Organic, I’m compelled to add a quick post to “reset” my blog and get back to the task of blogging on an ongoing basis.
As the Digital Native demographic ages and press their elders to move beyond their fear of technology; as the heralded “web” comes to be with the explosion of new open platforms and tools; as new world leaders emerge and embrace technology for it’s community-building benefits, many organizations struggle to avoid falling irreconsilably behind the thought leaders and visionaries.
Organic is not one of these organizations. It is a true “digital shop,” at the point of the spear of modern marketing. Managing the evolution of one’s brand and product offering online has become increasingly complex, and it requires a deep understanding and acceptance of the new paradigm to succeed. Clinging to past strategies and processes will lead only to failure.
Organic is “platform agnostic,” which means the teams put strategy and goals first, and doesn’t waste time and energy on hiding ideas from the public, firewalling staff from Facebook and Twitter or lighting candles for push marketing and Microsoft products.
Organic attracts leaders in the industry and promotes idea generation and experimentation.
Organic boasts a proven process, where great minds converge and diverge to generate world-class work for its clients.
And finally (not really, but for the purpose of this post, it’s enough), the ThreeMinds culture permeates the day-to-day work and drives forward the long-term vision, creating a unified passion for quality and creating “Exceptional Experiences.”
It’s been years since I read Good To Great, and I’ve waited a long time to find an organization with such a drive… let’s just say if you see “Organic” on your RFP list, it’s okay to tell the other agencies to turn around and go home.
“The purpose of bureaucracy is to compensate for incomptence and lack of discipline–a problem that largely goes away if you have the right people in the first place.” — Jim Collins, Good To Great