Show you care by going Native in Marketing

social-network-puzzleOne of my favorite one liners is from @unmarketing, “it’s like sending a mannequin to a networking event”.  That is what we are doing when we create social content and then spray the same post in every channel.  I am surprised at the volume of marketing spend and effort that goes into NOT engaging with an audience.  Social allows marketers to get closer to their audience than ever.

No one joins a social network to hear from your brand.  Think about it, when you create an account on a social site, what drove you there?  Why did you join?  Was it because you had a deep desire to see the ad that Ford created?  Users join social networks for many reasons and when you talk to People you will find that many have ONE network that they use most.  Some have two, and then wackos like me have 30.  Want to do some fun social research, talk to your market about the social networks people use.  Really listen and you will hear the aspects of the network that they value.

Not all Social Media is created equal.  Facebook is very different from Twitter and LinkedIn is not the same as Instagram.  Heck, Periscope isn’t the same as Meerkat.  They are all different and that is the point.  Each social ecosystem has its own way of sharing information.

There is no such thing as a neutral brand interaction.  Every time your brand is seen, touched, interacted with, the brand impression is either positively or negatively impacted.  Use the native tool to engage with the selected network to avoid a social media faux pas.  For example, if you are going to post on Facebook.  Follow their rules for posting, use links appropriately and images within guidelines.  Don’t have your Facebook post automatically tweet your post.  Why, because your tweet will look stupid.  It will not follow the social norms for twitter.  If you don’t care enough about your content to make sure that it looks (and functions properly) why, why, why should your audience?  The same goes for all other social media networks you are using for your brand.  By going native, you are communicating to the audiences system one level that you care about them, their choices, their preferred means of absorbing information.  That my friends is good marketing.


The latest Brand Locking

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For Consumers

The big brands have a new tool to lock consumers to their brand.  The Amazon dash button uses the Amazon one click ordering to ship you more of a specific brand.  Place the little button by where you keep paper towels.  When you are running low, push the button and an amazon order is placed.  Right now the program is by invitation only for Amazon Prime members.

For Marketers

What does this mean for marketers.  Well if you are not with one of the big brands it is going to mean that your challenge with amazon as a channel just got harder.  Fear not, there are other ways to grow your brand in the space.  One example is the awesome team over at the dollar shave club.

For Hackers

This is going to be fun.  I wonder how long it is going to take someone to crack this device and use it as a remote for Raspberry Pi?  Shout out to Mark @ happen street.  I am sure he will be among the first to crack it.

We will be Weightless on January 4th, 2015 an old hoax gets new life

Below is a link from my facebook feed.  Sure there is lots of crap in my feed and most of the ads are misleading BS.  This one sounded familiar and you know me, I try not to be swayed by my cognitive biases – and this one hit the ‘mere-exposure effect‘.

January 4th, 2015 at 9:47am PST the entire Earth will be weightless for 5 minutes.  Wait – because of Pluto?  Yep – the article claims that little no-longer-a-planet, Pluto will be the cause.  Of course a quick BS-Check on Google, Bing, Snopes will tell you that this hoax has been around since the 70s.  According to Snopes it was 1976, “took place in 1976, when British astronomer Patrick Moore informed a radio audience that the movement of two planets would result in an upward gravitational pull which would make people on Earth lighter at precisely 9:47 a.m. that day.”

What I find interesting is that Buzz Live’s page on this has over 616,000 shares on Facebook and 23,521 ReTweets without mentioning that it is untrue.  Somewhere on the page should be just a little mention that this is a joke.

Test Driving Beam from Suitable Technologies

I have used a lot of webcam and conference systems that are all designed to allow you to participate from miles away.  Today I got to test drive, Beam from Suitable Technologies in Palo Alto.  Emily from Suitable sent me an email with my invitation and a few clicks later I was ‘beamed’ into their sunny California office.

Beam is a remote presence device, think Avatar and Jonny #5.  I was able to take over a robot, drive it around the office and interact with people all from the comfort of my desk.

Here is the video of my test drive:

Transparency in Physician Payments

Open PaymentThe Open Payments Data system from the CMS is available online.  You can access the system (account needed – but free to sign up) with THIS LINK.

As part of the effort to increase transparency between Pharmaceutical companies and their payments to Physicians the CMS database (still in beta) allows the general public to see what payments were made to which physicians.  The system is robust supporting a ton of ways to slice the data or even export the data (using their API) into your own analysis tool.

Because this system has so much you will find a $9,645,117 payment from Genentech and a $13.52 payment for travel expense in the system.

Users can also conduct a search on a specific physician.  Put in some basic details like Name and State to get any information the system has on payments to a specific physician.

This is still in BETA and the disclaimer is clear:

“This is a beta release of a search tool to improve the ability of users to search the data. The beta release of this search tool only searches identified data. Additional enhancements will be released in upcoming versions, including summary data, visualizations, the ability to search de-identified data, and more. The datasets are large and the search tool searches millions of records. For some searches the results will take some time to load, please be patient.

JUST TO BE CLEAR: “Open Payments does not identify which financial relationships are beneficial or which may cause conflicts of interest.”

You can’t control Social Media (that’s the point)

USGSYou can’t control social media!  Stop it!  Stop it! Stop it!  The reason user review sites like Yelp and Trip Advisor work is because people are free to tell the world how good or bad your product or service is.  Amazon ratings are hugely important to products. The site; released the stat that “79% Of Consumers Trust Online Reviews As Much As Personal Recommendations (source)”.

The latest comedy of marketing madness is the policy of the Union Street Guest House that states; “If you have booked the inn for a wedding or other type of event . . . and given us a deposit of any kind . . . there will be a $500 fine that will be deducted from your deposit for every negative review . . . placed on any internet site by anyone in your party.” (NY Post report).

The result so far has been a flood of 1 star reviews on their Yelp page.  I have already seen the typical BS excuse that brands try to make ‘this was all a joke, we didn’t mean it’.  That is another tactic that does not work.  The bottom line is you can’t control what people say and any attempt you make to control the voice of the customer will backfire on you.