Marketing Amnesia

To take your first steps in the Social Media Marketing World there is just one question you need to ask yourself

Are you willing to trade Control for Influence?

If you can let go of the need to control all communication to your consumer, of the need to define your product and believe that its not you who knows best, but actually your consumer. If you can give up a little control and place it in the hands of your consumer, if you can give them the power to decide, will the Wisdom of Crowds prevail or Chaos Reign?

It depends on how you organise your consumers world and effectively yours. Simply placing a feedback box, will never organise it well enough for your firm. It just won't cut ice with the product team. Random feedback is never taken seriously enough to implement.

On the other hand if you did what Dell has done and created an Idea Storm. Would anyone within the firm be able to say NO to 30000 votes?

The old school was a Dictatorship, where the company unilaterally decides whats good for itself and the people.

The Dell school is a Democracy, truly by the people and for the people. Which do you prefer?

Twitter, Tweepeople, Twitback, ReTweet, RepeatTweet, Facebook Killer, Follow, UnFollow, @me, @you, #FollowFriday, search.twitter.com are probably just a few of the terms you have had randomly thrown at you.

With all the talk about twitter hitting mainstream, I am sure there are still many out there who have heard some of the phrases above and are wondering what this Twitter phenomenon is all about.

This post seeks to give the first time Twitterer and also the experienced Tweepeople a low down on everything you ever wanted to know about Twitter but were afraid to ask.

What is Twitter

Twitter is a social networking and micro-blogging service that enables its users to send and read other users' updates known as tweets. Tweets are text-based posts of up to 140 characters in length.

This has often led to people terming Twitter as the sms of the internet. This forced brevity in communication is one of the reasons that Twitter is fascinating in a time constrained world.

It is built on the "What are you doing now" status update that you are now familiar with on so many social networks, instant messengers etc. The update can be a personal self expression tool, an interesting link, a joke, a video you are watching, a stock market update, world news - anything under 140 characters.

The updates can be sent from your mobile as well as using the computer. This dual model makes twitter as close to really describing what you are doing right now.

Status Updates - Does anyone read them?

Interesting question, in an age where it is increasingly uncommon to find people following 1000+ users I really wonder if even 10% of the updates get their due.

Technically though anyone who follows you can read your updates and you can read updates of anyone that you choose to follow.

There is an option to restrict updates to just your friend network, but to my limited knowledge is rarely used. The charm in twitter, at least at the moment is the race to gain more followers from around the world.

Twitter - Yet another Social network?

Though Twitter can operate as a typical network for you and your friends, this will not give most sufficient reason to use it. After all we have enough networks to catch up with our friends right...

Twitter has on and off been compared a lot with Facebook and some have gone as far as saying it is a Facebook killer. Comparing Twitter with Facebook is so wrong.  Facebook is like your inner circle while Twitter is like a public social party.

The value in the network, like in a social party with celebs, is that you suddenly have access to the Big Boys even if it is just for a few seconds or a couple of sentences in conversation. You can make an impression or extract some valuable information.

If nothing you get your moment in the sun. The Big Boys are also happy being courted. So its a win win of sorts.

Twitter is like email?

There have been similarities drawn to email and Twitter has been termed as the poor man's email. I never understood that statement considering both are free. Since twitter is a subscribe model where you receive messages only if you choose to, we will compare it with a subscribe only model of email and not an unsolicited email model.

Email is meant to be a one on one communication. Even bulk emailers try to personalise every communication. The email intrudes your inbox and can make you feel real guilty when you see the number of unread messages.

Twitter on the other hand is always one to many, non intrusive and free of guilt. You read if you have the time.

So What's the Fuss About?

The status message is fundamental in its ability to be a conversation starter and I am sure you hardly see wall posts or scraps which say "Wazzup" anymore. The reason being that the question is most probably answered in the status message. So why raise a redundant question, a meaningful reply to the status update will do.

To develop a service around this one concept is indeed a fantastic thought

Of course the 140 character limit is supposed to help in a time constrained world. Though as you will see users don't really use its brevity in its true sense. Most times you see links which lead to blog posts.

How is Twitter Being Used

Personal Branding: The reason why bloggers have backed Twitter so much is that they stand to gain if they have loyal fan base who subscribe to their thoughts. This directly impacts and measures the influence a blogger wields on the internet.

The more followers you have, the more influential you are. Bloggers love this metric and have hence used this platform for microblogging and sharing interesting links from around the web.

This realization has caused a huge race to gain followership, and most twitfolks follow the "you scratch my back and I scratch yours" model. Hence influencer status will progressively be measured by not just the number of followers but will in addition measure the ratio of Followers to following. The bigger that number, the more influential you are.

News & Content Distribution: News and Content Portals have another free means to distribute their content and engage with consumers. Breaking News especially travels quicker on Twitter. In fact there have been numerous cases where citizen journalism has ensured that breaking news travels faster on twitter than through popular news channels.

Polls and Q&A: Great tool to reach out to your followers for feedback, research, queries, help etc. This can especially be used by brands and websites who want to take a quick poll amongst their fan base. When you have over 1000 people following you can expect a fraction to respond to your query.

Content Aggregation: By simply attaching a ‘#’ to the subject (#facebook, #marketing etc.), you categorize/tag your post and inherently make it searchable, so one needn’t follow a thought leader on Twitter, you could also follow a tag or a category of posts and get updates from different people across the world.

Try #marketing for example on search.twitter.com. The results can be taken as an rss feed for automatic updation

Accessing Quality Content in a time constrained world: Most successful users of Twitter have been people and not brands, their reputation is at stake everytime they post an update. They are also trying to gain followers remember.

Hence quality of posts tends to be high. You have to follow the right people though. Thinking that this is a substitute for Facebook where you can catch up with your friends will probably result in you not getting the point of Twitter.

Viral Marketing, Consumer engagement, Brand Building, advertising low cost promotions: Marketers will continuously seek to leverage this open network for sharing viral content, engaging with their consumers, giving Twitter only promotions and building a long term brand.

Virality especially can be gained very quickly if the influencers endorse it with a Tweet and their followers ReTweet this content to their follower base thus causing a massive trickle down effect.

The Reason Behind Twitters Phenomenol Growth

This may not be a case study of Twitter's growth but should serve as reasonably good explanation for what many have given up trying to understand

Bloggers Loved it: The key to Twitter growth has been rampant blogger adoption. They recognised how twitter could help grow their influencer & consequent celebrity status on the web. Bloggers find immense badge value in the number of followers they have. It directly impacts their influencer status on the web.As a result every blogger has done his/her bit to promote Twitter.

Bloggers being early adopters jumped onto the Twitter bandwagon, and then invited all their readers to follow them on this network. Blog readers were bombarded from all ends about twitter until they were forced to check it out.

Now real world celebrities are jumping in - the big bands, movie stars, presidents, brands etc.

Those who jumped on to interact with their real world friends found the going pointless, many quit Twitting. Those who have stuck around have recognised the potential of interacting with their favourite celebs or the benefits of having 1000's of followers.

What happened to competition

There were several services like Jaiku, pownce and Tumblr that looked cooler and had certainly less downtime than Twitter, but could never really catch up with Twitter. These services were inferior in no way, but bloggers had too much to lose by advocating another microblogging service.

To advocate competition would mean not just migrating themselves, but getting all of their followers to move too. The switching costs were just too high.
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Till date the noise on Twitter only gets louder (People like me still write about it). Bloggers still support it like it is the next big thing.

Is Twitter making Money?

Nope not at all, zilch, squat !! They are living on VC money. a few months ago, facebook offered to buy Twitter for a sum of $500 million which twitter rejected. Some think that this is the most money they could have made of this network.

Some models for making money are described here. Interesting thoughts include

1) Every 50th or 100th tweet to be a system generated Ad
2) Charge for analytics. Consumer sentiment, trend analysis etc. Most probably a market research agency will develop this using their open API's so there is no hope here
3) Charge brands and celebrities to have an official presence on Twitter - practical for sure
3) But maybe most practical of them all - Just sell it to Facebook

If they choose to do none of this, lets hope they really pull of a miraculous revenue model.


Is it a fad, the next big thing or Is it Superman!!!

There are many contradicting views on this one. Most posts around the world will lead you to believe that Twitter is certainly the next Superman.

But just like the man of steel, it has its own Kryptonite. A couple of the reasons why Twitter will fail is below. Just take a look at your twitter stream and see how many of the Tweets have links to external sites. My guess stands at least 50%.

Hence brevity, the foundation on which Twitter is built is actually failing. The Tweet is not self sufficient to communicate a thought to your followers and time invested in reading links can be significant. At many points Twitter resembles a social bookmarking service (without the vote up option)

Reverse Network Effect: Additionally once Twitter reaches a tipping point and attaines mass adoption, the reverse network effect kicks in. This is no longer a fancy place for the knowledgeable few, but every Tom, Dick and you know who... is on this network.

Whats more unlike Facebook, the early adopters are bound to come across the masses, the stalkers, the crude, and the abusive. Suddenly it doesn't seem like such a great network.

That is the problem with open networks - A single message like "You are pretty, can we be friends" or a message to a celeb saying "You suck!!" can so destroy your perception of the network. The network is only as strong as the people on it.

On the contrary the key reason for Twitters success will lie in its interactivity with Celebrities, connecting with brands and real time updates about almost anything. Twitter gives the common man a power he never had earlier. The power to speak his mind and a hope to be heard by celebrities, brands and the like.

P.S - Noticed an interesting report on Twitter users from Hubspot. Check it out

We welcome this guest post from Ben Johnson of Logoinn, a custom logo design service provider based in UK.

Years of marketing and branding activities make your logo the face of your company.  People start to instantly recognize your logo when it appears on your marketing collateral. Naturally you like your logo and never want to let it go or change it.

However you may not be considering, that with changing times, design preferences and tastes change too. No wonder that large organizations update their logos to portray a more contemporary feel.

This however, does not mean that you should change your logo altogether. In this article we will discuss how improving small bits of elements in your logo can make it look new, fresh and inspiring, while maintain your legacy and brand image.

Evolution of the Mercedes Benz logo

Was reading this Andrew Chen Post which discusses the “Friends” on Facebook vs “Followers” on Twitter model for connecting people. Interesting thoughts for sure, you should check out his blog.

We had also discussed this earlier on Marketing Amnesia to understand which model would best suit Muziboo, an upcoming startup encouraging young musicians to get an audience.

Anyway getting back, I noticed Cindy Alvarez’s comment on Andrew Chen's post saying...

“Despite the reputation that Twitter has as "a bunch of people tweeting what they had for breakfast", I think that the one-sided follow model *encourages* quality.

In a dual-accept friend model, there is both more context (you know if they have a penchant for sarcasm or deliver jokes with accompanying funny voices, etc.) and a certain relaxing of standards (you like them, so you don't hold their fondness for embarrassingly bad movies against them). With a public timeline that anyone-can-follow, you can't count on having ANY context - each tweet must stand alone and provide value.”

It really got me thinking, about

1. As Twitter gets more crowded, it will get more difficult to separate the noise from the value. The winners on this network will undoubtedly be thought leaders who share useful content, not once but every single time.

2. The value of Twitter by itself will depend on Cindy Alvarez’s prophecy coming true. Though Twitter has in some parlance been termed as huge conversation, In reality Twitter is more of a broadcasting service with a feedback loop.

There is value in the model undoubtedly, especially for thought leaders and wannabe thought leaders. Value for the other users is dependent on quality one way posts and links from the thought leaders they follow. Conversation with these thought leaders is possible now, but as Twitter grows it will get more difficult. Just check Wefollow.com to see the 100 thousand odd followers that Twit people command. And this is when Twitter is yet to see mainstream adoption. A conversation tool? Really?

4. Facebook with its closed network encourages relatively stronger relationships and legitimate conversation. Yes it can degenerate into seeing status messages like "I hate Mondays". But the value on Facebook is that, though individual messages lack quality, they still help you stay connected with people you know (Your Inner Circle)

5. Lastly this got me thinking about reading more comments on the blogs I read
 
What do you think? How would you define value from these networks? Will you define it differently? Are Facebook and Twitter comparisons justified or are these networks different animals. Will one kill the other? Probably unlikely...

And before you go, follow me on Twitter. I do promise to add value there :)

A perfect start to your date at a restaurant – wheel in with your girl and hand over the keys to a valet. You don’t search for parking, nor do you risk a ticket and the best part is you don’t have to walk back a long long way to the restaurant. Can’t ask for more, right?

Wrong! Picture This…

You have a great dinner, stuff yourself with dessert, pay your bill and walk out with the chocolate still melting in your mouth. You hand over the token to the valet who then runs to find your key, your car and drive it back to you. Suddenly you have a problem.

All this while, you are on the road, in the dust, the rain, the heat, and everything else to spoil your date. Not to mention the probability of the moral police beating up your girl for wearing the sexy outfit that so impressed you! So what should have ended as a perfect evening at a restaurant suddenly ends with you getting impatient, jittery and a wee bit irritated.

I have always hated valet service because they never closed this loop on customer service. Well, until now.

We caught dinner at Zara, the Tapas Bar yesterday and when I asked for the cheque they asked me for my valet parking token. So by the time I was done paying for my bill, my car was waiting for me outside. No waiting and a perfect end to a lovely evening thanks to Zara.

The real value in the Valet and probably any other service is if the experience at the last touch point is at least as good as the first... The better thing to do of course is to Save the Best for Last

P.S. - This is my first attempt at a cartoon strip. Hopefully it will get better with time :)

When I first read about Segmentation, Targeting and Positioning, I was seriously impressed. It was fundamental, it was simple. You had to define different segments of consumers, decide one that you will target (TG) and then position your product favourably to satisfy that consumer segment.

This then becomes the basis for designing the product and advertising it. All cues subtle or overt are intended to convince your TG(target group) to buy into your proposition.

Ok, so every marketer worth his salt knows this.

Let me tell you why I am talking about it. When you ask any marketer to define the consumer, they seem compelled to define one. It can either be too broad or too narrow.

Too Broad
Like children, between the age group of 4-8, or SEC A housewife between the age of 25-45, who wants the best for her family.

Now if I called out to you saying "Hey female between the ages of 25-30, who wants to have the best man in her life, can I take you out for dinner tonight", I would probably be inviting half the world for dinner. But would I manage a date?

Too Narrow
The all intelligent marketer who knows his consumer like the back of his hand would tell you that their consumer likes fine wine, world movies, jazz music, holidays in different parts of the world, appreciates art etc.?

This comes with its own perils, try defining a Coffee Shop consumer or the Pringles consumer. Most marketers will have a single definition, it makes life easy while briefing any creative agency on the next big advertising campaign.

The ad campaign is launched and resonates fantastically with one segment, and suddenly all the other segments are wondering if your brand is meant for them.

Any solution?
The first step is to definitely define multiple target groups. It makes your life difficult but that is required for the acceptance of a brand.

Additionally you might want to abandon the mass media ad campaign?

Red Bull has done this successsfully, they stand for energy right. So they sample in offices to folks who have had a long tiring day, they also sample at rock concerts and at clubs / discs. No mass advertising, but each group individually believes that this drink is for them.

Imagine a mass media campaign from red bull which targets the office goer. It is sure to alienate the party animal and one that targets the party animal is never gonna stick with the hard working bread earner.

In the era of the mass media campaigns, the rule was target one group or loose all. The reason was simple, you had a TV ad which reached the entire nation. You have to choose to alienate.

In the current era of digital advertising, you can remain contextual to different TG's without alienating others. In fact remaining contextual will endear you to all of the TG's and widen your market.

What say?

Imagine someone walked up to you and said "Psst have you tried this cool brand called Pepsi". Would you laugh, scorn or just walk away?

What if someone told you about the awesome restaurant on the outskirts of town, situated in the middle of the woods with a bonfire individually lit for every table. Would you still walk away? Considering Valentine's Day around the corner, you probably would listen with rapt attention.

Defining Word of Mouth
Let me define Word of Mouth at this stage/ Word of Mouth is an endorsement of a product post usage. No wonder that it is considered the holy grail in marketing. When most of us discuss the big brands it is a result of buzz marketing or viral marketing.

Defining Buzz Marketing
Buzz Marketing is typically something gimmicky that a brand does like making the World's largest pizza. This might get talked about, but actually it is just something news worthy that the brand has done, and not really an endorsement of the product.

Defining Viral Marketing
Viral marketing is a little different and depends on creation of content which gets forwarded from consumer to consumer typically following the route that a virus spreads. Again if the content is interesting and relevant, it might lend a positive disposition towards the brand, but by no means is it an endorsement of the product itself.

Brands that are big spenders on traditional advertising keep launching so called Word of Mouth campaigns which constantly fail. Who wants to talk and endorse a brand which everyone knows about.

Word of Mouth fundamentals
There is a certain joy of discovering a brand or product which others know little about, and a greater joy in sharing your discovery. But the greatest joy is probably getting your friends to love the brand and evangelize it as much as you do.

To keep this discovery and sharing alive is the founding principle of a Word of Mouth campaign. This can only be sustained on a brand when the company is constantly innovating on the product.

But if you innovate and undertake a blitzkrieg marketing campaign, it might result in no Word of Mouth. Everyone already knows about it right. So what will they talk, discuss and share?

WOM has been traditionally seen as a slow but very credible means of getting the communication out. If you wanted to communicate your innovation before competition does, then there was no choice but to undertake a massive big budget advertising campaign.

With the rampant adoption of social media to create & share content, word of mouth has taken on a new dimension from reaching 5 of your friends to 1000's of eager listeners.

Maybe it is time to innovate and resist the temptation to spend big, instead get relevant content creators to try your product, give the product free if you have to. If the product is truly innovative and WOM worthy, these content creators will give a whole new dimension to product endorsement.

Sometimes not advertising is the key, everyone loves an underdog who can't afford to spend and needs you to help them win. Who are you likely to endorse and tould you help sell the underdog?

A difficult question which no marketer wants to really answer unless he suddenly wishes to sell his brand. In which case a brand equity study and a customer lifetime value will be analysed on the brand and a heavily overstated value like 50 times what the brand is worth is stated as the purchase price.

This approach might no longer work in recessionary times, but I wasn't really thinking of discussing this in this post.

Recently I had the opportunity to be a common consumer. Is that cool or what!! I almost thought that I could never be one, I always jump too easily on the other side.

Anyway it has been a really long time since I was a part of a band and I recently got the opportunity. I thought I would pick up a drumkit and having been out of the drumming scene for a cool 5 years was very skeptical on which brand / make etc.

I had heard of Tama and Pearl way back in the days when I had no money to afford either and remember fantasizing about them. The fantasy was very easily revived and they seemed my top 2 choices.

Then I spoke to a contemporary drummer and he suggested Mapex. I had heard very little on the brand. I actually didn't like the sound of the brand name as much as Tama. I almost decided against Mapex basis the fact that I didn't like the sound of the brand name!! This is what high involvement rational decisions are made of you know...

Sanity prevailed at last, and I decided to jump onto some drummer forums and check out older discussions comparing the brands. What struck me in the discussion was a drummer who had been playing the professional circuit for 10 years stated, that Mapex doesn't focus on marketing but spends its money on research, while the other brands spend loads on marketing.

As a marketer for several years, I have no idea why I would buy that argument. But somehow the community of drummers seemed to favour Mapex and it seemed that the newbees under the influence of a clever marketer were talking Pearl and Tama.

Now I might be totally wrong, but that was the impression I got from the forums I visited. This is not an endorsement of any brand but just a reflection of what I went through in a high involvement purchase.

Now if Tama and Pearl tracked drummer conversation sufficiently, they might have been able to influence purchase online too. But that brings me to the discussion for my next post, do overtly advertised brands have a lower probability of being owned and marketed by their consumers?

Stay locked on, we take a break for a couple of days before we come back with something on that one

You have probably heard this statement by a commentator in a cricket match describing the great god Sachin Tendulkar.

Or from a photographer who waits 3 days to catch the exact angle and lighting of a shadow.

What about from a band on stage - I guess it is a wee bit important for them to stick to the same beat?

Need I say something about sky diving as a sport. I haven't personally done this yet. But it looks like I might need a small sense of timing for this.

Xtreme Sports, Jackie Chan with his stunts and probably every field in the world relies on timing as a crucial element for success.

Timing and Viral Marketing

So why should running a company or marketing one be any different? A viral marketing campaign especially, is heavily dependent on timing. The more contextual and relevant the campaign is to our times, the greater the chances of going viral.

Shoes and the Bush Saga

I am sure a number of you would have heard of the Bush shoe throwing game. Made not too long after the actual incident, there have been over 8 million shoes thrown at Bush using that game. I managed 14 and at that average it yields about 0.8 million people who have played the game. Not bad for a crappy game huh! If you want to see the actual video, have attached it below

Ok Tata Bye Bye - Ghajini Viral

But this post is inspired from a viral based on the most hyped movie in Bollywood this year - Ghajini.

For those not from India, Ghajini is inspired from the classic Memento. The movie deals with a man who is incapable of making new memories.

What is Ok Tata Bye Bye.com

A travel portal which captures honest reviews on travel experiences with a strong focus on hotel reviews.

What is the Viral About

Web Chutney developed the animation and the key protagonist was purportedly Aamir Khan. The viral created revolves around a visit to a hotel and since the protagonist is unable to create new memories, he tattoos his experience so that he can leave an honest review on Oktatabyebye.com

What has this got to do with timing?

I saw this viral on the date of the movie release, which means that this viral has been planned for at least a month ahead of its movie release date. Fantastic timing for the most hyped movie of the year, almost guaranteeing success.

This movie is now officially the highest grosser in the history of Indian cinema. With such a fan following for the movie, I am only wondering how many hits this viral has achieved and the positive rub off on Ok Tata Bye Bye. If someone from Web Chutney could help us with stats, it would be great...

I loved the viral, just click the image below to check it out, and don't "forget" to leave your views on this post.

Thinking about it, you are on Marketing Amnesia, discussing a man who is incapable of making new memories. Hmmm can my poor blog page go viral, thanks to this? I wish...

Well, a new job in a new industry certainly puts one in a spot. You have to learn everything about the industry and yet be in a position to do your job.

All in all, tons of work!!.

Now that I have given my excuses, the readers of this blog will hopefully forgive me for my very infrequent posts. But don't give up on me yet. Cause I have a New Year Resolution... cool huh!!

Marketing Amnesia has focused on Social Media Marketing / Marketing 2.0 or whatever else you choose to name the trend. The focus will now move from just social media marketing to cover the entire gamut of marketing & branding. We will try to refrain from advertising since that is a result of marketing strategy, though ads might be sprinkled to make a point.

The trend of 2 way conversation marketing, truly engaging the consumer will arrive undoubtedly, but social media will at best become an integral part marketing strategy and not a substitute for traditional media.

A healthy dose of social media will always exist on this blog, but its time to expand the horizon and discuss more... Don't forget to let me know what you think about the change in focus for this blog - Hate it? Or will you wait it out?

This session on apologies and resolutions concludes. The next episode will be aired same time, next year...