Begging For Conformity: A Social Media Killer

There's a secret about social media that I thought you might like to know. You'll never get anywhere doing what experts tell you to do.

This is true for Facebook. And it's true for Twitter. It's certainly true for blogs. And it's also true for Digg, StumbleUpon and Reddit. Heck, it's true for any social network or social media tool that your company has its eye on. If you follow the leaders, you will eventually lose.

There Is No Formula For Everyone To Follow.

It's not really about social media per se. It's about human nature. The more things become the same, the more people want someone to drift away from all the sameness. It's why music and art tend to flow in cycles. Ergo, Nirvana opened up grunge until grunge became saturated. Minimalist art had people buying two-tone canvases until Andy Warhol pushed up pop.

It happens in almost every industry. It's even the primary reason newspapers and television news started to struggle. It wasn't so much that social media swept the scene as much as it was that they were reporting on the same things, day after day and year after year. News needed a fresh perspective and social media just happened to be the method of delivery.

Social media experts are doing it now too. As the number of experts has increased exponentially, there are proportionately fewer who don't jump on the the most obvious topical bandwagons (and then sometimes lament that someone "followed" them without credit). Seriously?

Of course everyone is spinning the five-step crisis communication solution to the tragedy du jour. Of course everyone is covering the Delicious shift. Of course everyone wants to talk about the iPad 2. Naturally, most people want to discuss the demise of MyBlogLog. Oh wait, not that one. Some people are embarrassed to mention it.

The point being is that most bloggers and social networkers, commercial or otherwise, have a tendency to follow in everyone else's footsteps. It's what they know. They've been watching the sameness factor of traditional media for too long. It's rubbed off on them.

Nobody wants to be the one person caught not covering something. So it stands to reason that the slowest high-speed chase in history locked every channel into live coverage of a white Suburban on cruise control. Yawn.

There Is No Social Media Formula, Results May Vary.

I've worked on about two dozen social media accounts. Not one of them has been the same, even if they used some of the same tools (sometimes they did not). But that's because I appreciate that social media doesn't drive effective content management. Strategic communication drives effective content management — finding the balance between the core of a company (mission, vision, values) and some objective. (And none of it has to do with eyeballs.)

Sure, there are people who would like to tell you differently. Public relations, for example, likes to add formula pushing the message. Social networks like to follow each other, until the social network eventually fails. And social media experts like to add relevancy to scoring systems that aren't relevant. (Um, Empire Avenue is just a flippin' game, not something that needs to be gamed.)

Geoff Livingston distinguishes the approach between machine gunners and garners. Chris Guillebeau frames it up as a cure for a starving artist. And Julien Smith packages similar advice in a way that only Smith can do.

The secret to social media isn't knowing what everyone else is doing so you can do it. It's knowing what everyone else is doing so that you can do something else.

The Better Way To Build A Social Media Effort.

About a year ago, I was contacted by a specialty contractor who was savvy enough to appreciate that his startup might have a competitive advantage with a social media program, but I passed on the job. The reason I passed was because he sent over a dozen or so links and asked that I create a social media program based on others that he "liked."

Of course, I didn't say no outright. I only said no after he insisted I develop a social media program that would undermine his company's core and primary objective, and was predestined to be an exercise in boredom.

You see, as a specialty contractor, he wanted to demonstrate that his firm was creative and different (core). He also had an objective of attracting architects, designers, and creative general contractors — people who are often brought in on the projects first and then refer or bring in people like him (objective).

My solution was different than what he expected. I suggested rather than be like everybody else (push content about his company and opinions), he might want to develop content about the people he wanted to attract. In other words, his program would be underpinned by the great creative work of his prospects.

"But," he frowned. "That might mean giving exposure to my competitors too."

Ho hum. I just didn't have it in me to write marketing copy that masqueraded as social content. So, I suggested he contact a firm that was much more formulaic or attempt to do it himself. I'm not sure what he decided, but I know nobody reads the content.

Why would they? Just like the dozen or so programs he liked, his company has a blog that is nothing much more than a serialized "about me" page. You know, just like everybody else, which speaks volumes about his company. He's just like everybody else, no matter how many times he says otherwise.

Misaligning Loyalty: Brand Loyal Or Penny Pincher?

Loyalty programs are everywhere nowadays. Almost every company offers rewards and discounts to join Facebook pages and online communities. Airlines and book stores deliver perks to the people with the most miles on membership cards. Some social media experts even promise to promote their followers for the favor (reciprocal exchanges).

But did you ever consider that many loyalty programs aren't really about brand loyalty at all? In many cases, brands are actually undermining customer loyalty with perks and preferred discounts because the incentives they offer reinforce allegiances to discounts over product and service differentials. And in some cases, they disenfranchise brand loyalists all together.

How does it happen? As companies increase the amount of freebies and privileges, the customer becomes more loyal to the "perks" and less attached to the brand. At the same time, some companies undermine the value of customer satisfaction. Ergo, if the only thing keeping a customer returning to a store is a discount, then it's equally likely that they would visit someone else for a slightly better discount.

Worse, hastily planned programs can erode customers on both ends of the spectrum: customers who learn to expect more because of their status within the program (making it an entitlement instead of an incentive) and customers who expect less because they believe any specials are intertwined with sacrifice (quality, service, both).

In some cases, these discrepancies are exceedingly difficult to track. The warning signs occur in the frequency and quality of customer referrals. Either the customers stop referring people or they might refer the perks but not the product or service, per se. Some marketing managers will even hide the problem by suggesting increases in reward programs offered, creating a series of temporary lifts to hide the erosion of loyalty.

So how can you tell the if the loyalty program in place is seen as a positive part of the experience? It's not always easy to really know (short of temporarily withholding perks), but an executive might start by asking what kind of loyalty program they really have.

What is the basis of my loyalty program?

1. Bribery. The most common type of loyalty programs in play today are not loyalty programs at all. They are bribery programs, sometimes with a sense of urgency that demand immediate action. While the program creators will tell you that you have an increase in loyalty, the customers are equally loyal to the price point. (Even when I was working with car companies, customers became savvy enough to wait for seasonal events before visiting dealers. If a customer is willing to wait for a sale, they aren't necessarily loyal.)

2. Addiction. Airlines and hotel chains have been in the business of loyalty programs for some time. The irony is that many of them don't run loyalty programs as much as habits. There was an article in Psychology Todaythat recently pointed this out. The true objective of some of these programs is to make the customer pay more on a habitual basis in order to receive an "incentive" that they could have bought ten times over or chosen another company.

3. Reward. It might not seem so on the surface, but there is a huge chasm between rewards and bribes. And, as long as a company can maintain the distinction, a reward program can enhance customer loyalty. Rewards, especially those that aren't written as part of a purchase point, put the company in the position to exceed customer expectations. The feeling they create is more in line with a thank you and not necessarily a kick back.

Back in January, I read a post that lacked some substance but still managed to nail the concept. Guy Winch, Ph. D., wrote "Customer loyalty occurs because customers’ purchasing behaviors become driven by their feelings for the company, not vice versa." And then he went on to mention that trust (and I might add mutual respect) underpins customer loyalty.

The general concept is to forge deep personal connections with customers. That way, they will always choose your company regardless of any other factor in the purchasing decision. If they are unwilling to do that, then they aren't loyal whatsoever.

So how did everything get so out of whack, making loyalty programs so pervasive? There are dozens of reasons, but asking the wrong questions is the most prominent. Specifically, some companies (or perhaps marketing experts) asked the customers if they would be more likely to purchase the product at a lower price or perk. You don't need a survey to tell you the result.

Anytime consumers are given the option of getting something they already buy for less, the answer is yes. The only time they might hesitate is if you weigh the question with consequences. And even then, without the consequences occurring at the time they are asked, consumers will pick the lower price or perk. However, you can also expect a fair amount will complain about those consequences even if it was spelled out to them on the front end.

Diversifying Digital: Social Is Not Enough

Much like Web designers had to diversify after websites were widely adopted two decades ago, marketers are forecasting that digital marketing and social media will no longer be enough in the months ahead. At the same time, marketers expect traditional firms to demonstrate solid digital skill sets.

According to a new study conducted by RSW/US, which highlights survey responses from companies that include AT&T, Baxter, Volkswagen, Moen, and others, only 18 percent of these managers believe that their traditional full-service firms are digital savvy. Even more striking, this percentage is down not up from one year ago.

At the same time, 67 percent of marketers do not think digital firms can survive as digital "only" experts. Marketers believe that such firms will have to deliver more full-service offerings in order to remain relevant. The study findings suggest that marketers are not satisfied with working with large teams of specialists. They want to limit their outsourcing to one or two shops.

"Digital isn't enough and full service isn't full service without it," said one Fortune 500 executive we spoke with about the study. "Right now, marketers are being asked to work and meet with ten or twenty different specialty shops, ranging from public relations and social media to specialty marketers and advertising agencies. It's too expensive and time consuming."

The RSW/US study suggests that marketers are also tired of "the whole social media ownership 'fight' occurring over the past couple of years – with PR, social firms, and full-service firms, all vying for 'ownership' of the social space." Of all possible "owners," marketers see full-service firms as the best choice but only if they are willing to strategically manage the process rather than creating banners and buying online space.

"I’ve seen plenty of digital firms with great, hot creative — but they lack the accoutrements necessary to make it a complete experience," writes the study's author. "The more sophisticated marketers get in the digital space, the more they will demand smarter planning, better buys, more actionable analytics, and more strategic integration with other media in the mix."

There is a sense of urgency among marketers to see the change happen sooner than later. Only 55 percent say they would consider using their primary agency again if they were to put their account up for review. This compares to 68 percent in 2008. Worse, almost 20 percent said they would not rehire their current agency.

Top most common tips from marketers to agencies.

• Help clients understand how the finite budget fits into sales.
• Show clients better creative, and not just for the sake of creativity.
• Demonstrate that the agency understands the client and market.
• Be relevant by keeping pace with market trends instead of selling cookie cutter ideas.
• Stop sending junior people in to head important projects that require senior people.
• Present good quality ideas rather than a quantity of ideas for the client to pick from.
• Prove that the creative solutions will somehow fit with the company's strategy.
• Know the customers and have a better sense of what they might respond to.
• Try influencing the campaigns more and directing them less. Condescension is not welcome.
• Focus on the development of strategic campaigns instead of generic gimmicks and ideas.

Overwhelmingly, the most common concern that marketers have is that most agencies, they say, do not have a grasp of the company, company products, market segments, or customers. Interestingly enough, this understanding underscored almost every successful agency during the golden era of advertising.

Although not included in the study, the abandonment of strategic principles coincides with the emphasis on design, beginning in the 1980s and 1990s. In fact, design is the most common characterization marketers give their agencies after full service, which accounts for about half of all firms. And, even inside full-service firms, design is dominant.

Unfortunately, most designers are promoted for creative prowess and not necessarily for their strategic skill sets. Still, marketers seem to sense that full-service agencies are more capable at developing these skills than digital "only" firms.

The full study from RSW/US is available for download and the organization recently added commentary in regard to the future of digital firms. RSW/US is a professional business development organization with the heart of an agency. It is located in Ohio.

Banking On Outlooks: Business Startups

According to new study released by Silicon Valley Bank (SVB), U.S.-based private and venture capital-backed tech companies are more optimistic in their near-term outlooks. More than 83 percent said they will be hiring this year, which is up 10 percent from last year.

The study focuses on a survey of 375 executives (80 percent at the C-level) of U.S.-based, early-stage companies in four high technology sectors: software/Internet (206 companies), hardware (63 companies), life sciences (83 companies), and clean tech (23 companies). The survey was conducted by a third-party market research firm, Koski Research, in February.

Key Findings From The Startup Outlook 2011.

• Nearly one in four companies (23 percent) exceeded their 2010 revenue targets, up significantly from 2009 (15 percent).

• Two in three executives say that business conditions in 2010 were better than they were the previous year, and three in four expect they will get even better in the coming 12 months.

• The vast majority of surveyed companies (83 percent) plan to hire in the coming year, up from 73 percent a year ago.

• 65 percent of respondents say business expansion and new markets are a top priority for them in 2011.

• The life science sector is more cautious in its outlook, citing regulatory/political issues as its primary challenges. Across all sectors, regulatory/political issues ranked as the third biggest challenge faced by startups.

• The top two concerns are the uncertainty created by our regulatory environment and the overall negative impact this environment is having on risk taking.

While the outlook is positive, government is slowing the recovery.

In order, the biggest challenges faced by these companies included equity financing, scaling operations for growth, and regulatory/political environment. While equity financing topped the list, the cause is also tied to government.

According to survey respondents, venture capital fundraising and investment levels are hindered by a tone set by the administration. While government claims that innovation is the key to success, it has also maintained a tone that suggests an aversion to risk. Unfortunately, innovation and risk go hand in hand.

"Probably my biggest concern (after equity financing) vis-a-vis operating as a startup in the U.S. is the stifling regulatory/tax environment here," said one survey respondent. "The sheer number of regulations and tax issues that have to be dealt with are staggering and the corporate (and related) taxes are highly punitive relative to other developed countries."

According to several respondents, the environment created by the government is driving more companies to move operations overseas. Along with regulatory issues, respondents said that they tend to hire slowly, given the high cost of compensation packages and the high cost of living in the U.S., along with the scarcity of qualified tech employees.

That doesn't mean executives are not bullish on America. On the contrary, only 13 percent would recommend their peers look elsewhere to start a company. The primary reason for their sentiment, respondents said, is because of the country's entrepreneurial spirit. In order to move beyond current challenges, SVB says the U.S. needs to adopt a more entrepreneurial environment.

Innovation remains the key in helping turn the U.S. economy around.

Among the suggestions included in its policy perspective, SVB suggests that the government promote risk taking and reward successes that result from it, remain open to disruptive innovation (even if it turns older companies upside down), provide a stable, predictable legal and business environment (without the back and forth of sweeping policy changes), and avoid excessive regulation. In addition, the government needs to reform education to ensure the country remains competitive in providing a strong pipeline of talent or allowing more qualified immigrants to bring their skills to America.

Other suggestions included government-sponsored R&D, tax credits for R&D, maintaining a sound system for protecting intellectual property rights, promote the flow of adequate risk capital into startups, and remove subsidies, regulations, and other market-distorting forces that favor incumbents.

These changes are critical for tech companies to help increase the speed of economic recovery, the study suggests. Otherwise, the U.S. will continue to discourage venture money, driving more technology away to India and China. The full report can be found here. It includes insights specific to each sector.

Making Commitments: Earth Day Network

One of the most valuable lessons I've ever learned (and shared) is the power of one. I learned this lesson when one advertising great pulled out a palm-sized bed of nails and laid his hand upon it much like art that originated in India. Nothing happened.

"See," he said. "When you have too many points, nothing sticks." It was a very effective visual lesson, and his only point.

Advertising works just like this old street-festival spectacle. It's all about weight distribution. If you place equal emphasis on thousands of points, there is too much information for anyone to make an informed decision. Focus on one point; it sticks.

How To Make One Billion Acts Of Green Stick.

As important as Earth Day can be, it has lost some of its impact as it became more commercialized. Nowadays, some of the biggest supporters are organizations that may or may not even be all that kind to the environment. It's hard to say so let's focus on something that works.

One idea that I really appreciated this year comes from the Earth Day Network. It is asking people to make one pledge, written and posted, that will ultimately help our planet.

Over 100 million people had already participated last week. People are sharing pledges to take small and large actions this year — not just for one day, but for a lifetime. And what I like so much about this idea is that those people who pledge the smallest contributions — one thing — are much more likely to stick with it.

A few highlights: One person pledged to turn off the tap when they brush their teeth and another person pledged to purchase more local food. Another person pledged to plant a garden at school and yet another pledged to change their lightbulbs for more energy conservation. One person pledged to turn off the shower when they shampoo and another pledged to install dual toilet flows.

Sure, there are bigger pledges. But I like the small ones because they are one-time reachable goals that are much more likely to stick. And, even if it doesn't seem like a lot, one billon of those actions (even 100 million) add up to a significant impact.

The Earth Day Network also goes a long way in making suggestions, broken down into categories that include green schools and education, advocacy, energy, transportation, sustainable development, conservation and biodiversity, recycling and waste, and water. People can also join pledges that other people have already created.

It's the power of one point. It's the power of one personal action. And it's magnified by the number of people who participate.

Advertising Dud: Why Great Creative Fails

I have nothing against Eastpack. They started in the 1960s to make duffel bags and knapsacks for the armed forces. Twenty years later, the founder's son noticed that students were using military daypacks as book bags. So they started a new line for students.

They are a tough bag. They even come with a 30-year warranty (except those with item-specific warranties), which is how they came up with the tagline "Built To Resist." That's your background.

Imagine being a copywriter assigned to the account. You have a lot going for you. Military tie-in. Check. Retro cool. Check. Modern designs. Check. Unique selling point. Check. There is no question. If James Dean needed a backpack, this would be it.

So what do you do? Throw all that out the window and rip off an unrelated 1980s video game, changing out the bricks for students who hurl themselves off buildings. They don't even bother to land on the backpacks that are among the toughest in the industry. It's kind of sad.



Sure, there is some pixel art appeal lurking somewhere behind the scenes, but I seriously doubt people are contemplating the unseen connection. Instead, the newest ad campaign from Eastpack is a great example of how more and more advertisers think they need to draw attention to themselves instead of the products they peddle.

Will anyone even remember the brand? The copywriter might remember. But for the company, this is par for the course. They have produced dozens of advertisements where the creative is the hero and the product just an extra.

"Successful advertising sells the product without drawing attention to itself, it rivets the consumer's attention on the product." — David Ogilvy

Look, there is no doubt that the ads approved by Eastpack are an exercise in great creative. But great creative is more art than advertising. The difference is in what happens afterward. Art is designed to elicit an emotional response. Advertising is designed to make you want to purchase (or least know more about) a particular product.

A couple of years ago, Retin Art asked How do you feel about advertising? And in response, penned a post that captures how most people feel. We love it. And we hate it.

Too many advertising professionals are getting too smart for their own good. They want our attention but then never do anything with it once they get it. And that's why great creative doesn't really belong in advertising. It fails so badly that more people would rather read a product review. (Hat tip: copyranter.)