Tag: marketing

Branding, Authority, and Reputation: A Parable

2009-01-02 / spierzchala / 4 Comments

On a fine July day, a local man runs into a neighborhood bar carrying a stack of pamphlets, and wearing the hat announcing a new service. His beaming smile and easy attitude made the rest of the patrons want to listen to him.

“I have seen the greatest new thing in the history of our species,” he started. “A man in this very town has created a simple potion that, when taken once a month, allows your teeth to gleam, your farts to smell like rainbows, and gold coins to appear instantly from your fingertips!”

The crowd surged around him, listening to his spiel. They were spellbound, and chattered amongst themselves enthusiastically.

Then a local Man of Prestige entered the bar and listened for a few minutes. He shouted down the smiling pitchman and, with a sarcastic sneer on his face, said, “That’s Crazy Joe’s stuff isn’t it?”

The crowd stopped shouting and started murmuring.

“Crazy Joe has been tinkering in his garage for years,” the Man of Prestige started to say, not repressing his mirth. “One of his potions turned his dog into a three-legged, one-eyed rabbit with a rat-tail. His family has left him, and he is living on hand-outs.”

The Man of Prestige made his final point: “Why would you by something from a failure like Crazy Joe?”

The murmur had turned into a beehive buzz. Then someone shouted, “Look! It’s Crazy Joe!”

As Joe walked into the bar, expecting the welcome of a returning hero, he was met by jeers and shouts of derision. The crowd occasionally looked to the Man of Prestige to ensure he was still laughing.

“Drinks on me!”, Shouted the Man of Prestige, and the crowd followed him to the other end of the bar for their free gift for believing in his opinion.

Joe was near tears. His pitchman was in shock. After a moment, Joe spoke up. Looking at his pitchman, he said, “C’mon. I’ll buy you a drink.”

They sat at the empty end of the bar as the Man of Prestige regaled the crowd with tales of himself and his ventures and investments. They watched in disgust for a few minutes, then Joe ordered two shots of scotch for each of them.

A few seats down, two strangers from another town sat. They had no idea who the Man of Prestige was, or why he was so quick to dismiss this great idea. They sat, quietly watching Joe and his pitchman shoot down their drinks, take one more forlorn look to the end of the bar, and get up to leave.

Then, they watched in incredulous disbelief as Joe create three solid gold coins from his index finger to pay for the drinks.

The strangers gaped as Joe and the pitchman walked out, then looked back to the gabbling madness surrounding the Man of Prestige, all of whom were oblivious to the great thing that had just happened.

The strangers jumped from their stools and ran off after Joe and the pitchman, pulling money from their pockets as they ran.

Marketing and Social Media: The Bullseye of Communicating

2008-10-06 / spierzchala / 0 Comments

Marketing has traditionally been a two-pronged attack on your mind and your wallet, designed to find the most effective ways to reach your mind, and get you to part with your money.

The techniques used to identify who to go after, how to go after them, and why this message will work drives a social media campaign as much as it does an old-school marketing campaign. The traditional layers in this model are targeting and messaging.

What is interesting is that the emergence of social media has turned a two-layer model into a three-layer model. The third layer has always been there, it just hasn’t been large enough to matter to anyone until the last 2-3 years.

The navel-gazing that is occurring in the social media marketing community is due to the rise of this third layer, the layer that is concerned with communicating.

This is not the communications that so many organizations confuse with branding.

This is the communication that focuses on the best way to isolate conversations, identify engaged audiences, and participate in communities.

Targeting

The science of marketing lives here. Demographics are the foundation of the targeting phase of any marketing campaign. What does the market we are trying to reach look like?

In this area, Lookery and QuantCast provide organizations with the data they need to decide when and where there message should go.

Messaging

This is where the science becomes the visible. Advertising and branding create the message that portrays the product to the customers, using the information gathered in the targeting phase.

Advertising and branding are not the same thing. Branding is the overarching vision that a product wants to push to the world while advertising is the ephemeral visual and aural methods used to get the brand embedded in the consciousness of a population.

Communicating

The third, and most critical circle in this cycle is communication. It is the one that companies so often get wrong, and that is garnering such a great deal of interest now. I would argue that until recently, companies have not understood communication, preferring to try and shape communication remotely, using advertising and branding, rather than engaging in it directly.

An organization that actively engages in communication is one that has a willingness to walk out from behind the safety of its brand and its advertising and talk to customers. Participate in conversations. Shape communities that emerge either for or against the product.

This is what companies are having so much difficulty with.

Attention and Reputation

Communicating with clients is the smallest circle because so few companies are doing it at all, and those that do it find it so hard to get right. What organizations have found is that attempting to use communication in the same way they use their existing marketing tools leads to failure here.

Getting the attention of a population of key customers is a targeting and messaging success. Holding the attention of these customers doesn’t require new advertising and a constantly refreshed brand. The people who we listen to most have a reputation, have opinions we trust.

It will be interesting to watch the true evolution of Corporate Communication (Corporate Conversations?) circle evolve in the next few years.

PageRank for Social Media is a Broken Metaphor

2008-10-01 / spierzchala / 4 Comments

When I posted Advertising to the Community: Is PageRank a Good Model for Social Media? a couple of days ago, I was working in a vacuum. I was responding to some degree to the infamous BusinessWeek article [NB: Ancient link no longer active], and to the comments Matt Rhodes made on the idea of PageRank being used to rate social media participation.

Turns out I am not alone in criticizing this simplistic approach rating the importance and relevance of conversations and community. Mark Earls comments on the power of super-users [here], and how the focus on these influencers misses the entire point of community and conversation. John Bell of the Digital Influence Mapping Project and Ogilvy points out that the relationships in social media and online communities are inherently more complex than creating a value based on the number of interactions someone has with a community [here].

This conversation is becoming very interesting. There are a lot of very bright people who are considering many different approaches to ranking the importance of a conversation or a community based not only on who is participating, but how engaged people are.

If communities or conversations are run and directed by a select group of people, then they are called dictatorships or lectures. Breaking down, rather than erecting, barriers is why social media is such a powerful force.

Fight The Bull: My god it smells in here!

2006-04-21 / spierzchala / 0 Comments

Usually I classify this sort of mail as complete nonsense, and delet it. But this one was such a classic, I had to post it.

The letter is from the new CEO of the joint Borland/Segue. He is announcing that he thinks that Segue and Borland customers will be able to find cool ways to use the products of this new company…at least, after I translate it, it seems like that is what he is TRYING to say.

…
This is a great move for both of our organizations as we come together to tackle what we all know to be a key development challenge and the biggest opportunity for our industry – software quality. Borland and Segue have long shared a common belief that the challenge of software quality reaches far beyond testing and QA. Together we will approach this issue holistically, providing value at each stage of the software delivery lifecycle.
Our focus now is on the development of a comprehensive Lifecycle Quality Management solution – bringing together our unparalleled process improvement expertise with proper skills training and a true end-to-end quality technology offering. Our goal is alignment of people, process and technology, proactively driving higher standards of software quality while systematically reducing costs associated with rework and maintenance.
While continuing to enhance Segue’s quality and application performance technologies, we will also focus on delivering even tighter linkage with Borland’s broad portfolio of Application Lifecycle Management technologies. As part of a complete solution, these technologies will address quality across the entire lifecycle, eliminating quality issues at the root cause.
…

Chaucer and Shakespeare just rose from the dead, and they are looking for the marketing people who wrote this.

Mmmm…let’s call our customers dinosaurs!

2005-03-19 / spierzchala / 2 Comments

The Site! The Site! OMG! The site is even more insulting! Bring on the firing squad!
~~HERE!~~ [Flash Link – NO LONGER WORKS]

I agree with this post: The team that created the Microsoft Dinosaur campaign need “to be the first up against the wall when the revolution comes”. [here]

The campaign is insulting. The campaign does not inform. The campaign makes me feel that I work for a backward company (even if it is in the Fortune 100).
And the campaign is greedy. Microsoft is no longer making any money from those Office 97 and 2000 licenses, so it has to figure out how to keep the gravy train flowing. Problem is…can you make any of these already heavily bloated apps better?

Yes, I know that there are great new features, blah, blah, blah. Don’t care. Don’t Need them.

And OpenOffice is only 80MB to download for free. And it generates PDFs on the fly without an add-on piece of software.

Hmmmm…the emperor has no clothes.

Blogging synchronicity strikes again. Read this little gem about 30 seconds after I completed the original post. Pretty much nails the state of Microsoft’s cash cows.

And this from someone on a MSFT blog.