A second look at virtual worlds

I admit it. I was a Second Life naysayer a few years ago. But I am beginning to change my ways. I just read some very compelling numbers that show the strong growth of virtual worlds. 

For example, membership of virtual worlds grew by 39 percent in the second quarter of 2009 to an estimated 579 million, according to virtual worlds consultancy K Zero and reported by The Guardian. What's more, 39 percent of that growth came from children. And according to eMarketer, 54 percent of children will use virtual worlds by 2013. Numerous virtual worlds for kids, such as Poptropica, Neopets and Club Penguin, already have memberships in the millions, according to the report. 

Then there's the marketplace. From a virtual goods standpoint, roughly 12 percent of Americans have bought a virtual item at some point in the last 12 months, according toFrank N. Magid Associates and reported by Gigaom. The research also predicts that the virtual goods and currency market is estimated to reach $1.8 billion this year, with 15 percent of young males purchasing virtual items—but also 15 percent women between the ages of 35-44.

While these numbers are compelling, I'm not suggesting that we all run out and create a presence in virtual worlds. I do think the same rules apply here as they do with other social media. Identifying business needs and your user behaviors should dictate where you build a presence. 

What I am suggesting, is that we pay a bit more attention to virtual worlds. As core users get older and as technical capabilities grow (for example when users can move from one virtual world to another) we should all be ready to embrace this emerging media as a worthwhile connection point.

Personal Branding - Beyond Your Resume

 I recently found an article that someone sent me back in 1997. I don't know who gave it to me but I saved the article because while the concept was strange to me the idea intrigued me. It wasTom Peters' - the brand called you. As the fates would have ..soon after reading it I was down-sized from my job with the Georgia Lottery Company. Thoughts that a company would want to hire "more than a resume" were radical 12 years ago.

• Who am I anyway? Am I my resume? That is a picture of a person I don't know. What does he want from me? What should I try to be? So many faces all around, and here we go. I need this job, oh God, I need this show. I CAN DO THAT - A Chorus Line - I Hope I Get It

Girlfriend, there was more - Peters said we should manage our personal brand. What did that mean? I should be wearing Jimmy Choos instead of Gucci or investing in a Mont Blanc instead of Bic pens? Did that extend to non business aspect of my life too?  In one of my first resumes I included creative cooking. I was told it wasn't "professional" and took it out.  Should I add it back it .. was that part of my brand called me?

But as confusing as it was to figure out how to navigate this new way of presenting myself in 1997, it no way reaches the complexities that the Internet and social media have in impacting the brand called you. A few weeks ago I was talking with my favorite niece about the photos on her Facebook page. Last year Jessica Robyn went from college student to career girl. She's more aware of her online presence, especially after the Facebook debacle of content ownership, these days. 

Jessica might error on the more liberal side but what about the people in the Boomer generation who are being "down sized" or thought they were retired and now must enter the job market again? They are learning that their resumes must extend beyond paper (or digital) to LinkedIn, sometimes Facebook and if they are adventurous to Twitter. Finding the right balance is a new tight-rope act for many. 

 With Diva Marketing I guess I'm getting it right because someone who does understand personal branding, Dan Schawbel, publisher of Personal Branding Magazine, highlighted me in his May issue - titled Female Power Brands. Thanks to Dan and Justin Levy for the interview.

• "In this issue, we’ve interviewed some of the brightest and most talented female brands on the planet .."

I am honored to join divas Sarah Austin, Natalie Gulbis, Laura Ries Valeria Maltoni and Anita Campbell who were also profiled in this edition. In addition, there are articles written by fabulous women: Ann Smarty, Christine B. Whittemore, Cece Salomon-Lee, Nisha Chittal, Judy Martin, Thursday Bram, Maria Reyes-McDavis, Becky Carroll, Pamela Slim, Camille Watson, Natalie MacNeil, and Angela Natividad.

For your reading pleasure .. one of the the answers from my Female Power Brands interview. Sort of like saying that .. Female Power Brands.  (I'm thinking of turning the pink boa into a super diva cape! What do you think Connie Reece andMutha Mae?)

Personal Branding: What role do you think online personal branding will play in getting hired over the next few years?

Toby/Diva Marketing: Looking at how a personal brand fits  into an organization's brand, I can't help think of enterprises that have opened social media to their employees. Those companies seem to have a strong sense of "self" e.g., their corporate brand and are secure enough to let their employees' brands complement the enterprise brand.

Personal branding done well extends business into more of a "personal" world. It's a way of taking what is on the inside and courageously letting people see it on the outside. Perhaps (some) women struggle with not being perfect 24-7 especially in the world of business. However, on the flip side it's a way of connecting with people and women do that so well.

As we speak Human Resources is online searching for information about their latest candidates. The perception that someone takes away after reading your posts or tweets or LinkedIn profile is an additional element that will be incorporated into a hiring decision. Ready or not .. you inevitably are creating a personal brand. Why not step back and be a little more strategic? ###

The Internet and social media have changed the personal brand game. We no longer have the luxury of only building our image, which does impact our credibility, based on a choice between designer shoes or flip flops. How do you maintain your authentic self online when Google has become HR's best friend?

What does personal branding in the 21st century mean when the whole world knows not only your name but your favorite toys, games, wine, beer, friends, dating status, doctors and opinions on life in general? Maybe when Dan and Jessica are in charge of running corporations it won't matter much but in 2009 it's a factor.

Kisses to our moms in the stars

05/01/2009

  

  "Social media" combined with Web 2.0 technology offers new ways to communicate with each other and in doing so we are reminded that "we are not alone." That someone hears us. That we share experiences. That we matter. Some smart marketers, who are responsible for brands, are beginning to understand that this form of communication can be a powerful "strategy."

Popping into Facebook this afternoon I saw Christine Lacombe's  wall post and it resonated with me. 

• "Mom, you are no longer with me on the physical plane, but I carry your heart forever in my heart. I love you, Mommy."

Then I saw JessicaRobyn's tweet - 

• going to visit my mummy soon =(

The very heart of social media (or the tools that have been developed) was never meant for marketers to bring our brands to market. They were created for people to engage with people - from Twitter to Facebook to blogs and more.They are one more way in the early 21st century that people can emotionally touch & connect with each other across miles and cultures.

Christine's wall post added one more thread to our virtual relationship tapestry. Jessica's tweet is my heart - (Tears to Smiles for Susan) Today is Mother's Day. A day that celebrates the women who are special in our lives. Christine reminded us that today should also be about the women who were special in our lives .. and will always be so.

This post sends kisses to the stars where my mummy and Jessica's & Scott's, Christine's, Polli's, Marianne's, Bobbi's. Kaye Ellen's, C.K.'s, Sybill's, Kate's, Hilleratte's, Chris', Arline's, Auntie Barbara's and perhaps yours or someone you might hold dear is dancing and smiling.

Marketers as you explore using social media to bring your products and services to the marketplace keep in mind that you're not just creating an advertisement or a crafting a media release. If you are authentic, transparent and genuine you are demonstrating that your customers matter. How powerful is that?

The Marine General "Gets" Social Media

06/24/2009

The best quote from the aima (Atlanta Interactive Marketing Assoc) June meeting last night was from Carl Warner, JWT/Atlanta who told us what a Marinegeneral had to say about social media.

• "Web 2.0 is undisciplined theater."

Seems the agency had briefed the General (the Marines are a client) on social media. My sense is that Carl was a little disappointed in the General's response. Not me! I would have jumped up and hugged the General (Is it against protocol to hug a Marine general?) and said, "Yes! Sir, that was brilliant! You get it. Social media is undisciplined. It is messy. It is coloring outside of the lines."

I would have then expanded our discussion to what are "social media conversations." We'd probably talk about in social media conversations, as in any conversation, there are the people who initiate the discussion and those who respond. Conversations (including videos, photos and podcasts) that are started by civilians might not be nice and neat. In fact they may even be passionate. Who knows who will say what or when or how .. yes, General - very undisciplined. But when you think about it most conversations with friends are spontaneous and don't follow predetermined rules (except perhaps a few rules of etiquette).

Then I'd ask the General to look at social media conversations from the view of an organization or a brand or in this case the Marines. I'm betting he'd be pleased to know there can be .. should be .. some structure to participating in the conversation. That means planning. Strategy is something that I'm sure the good General understands well. 

We'd go on to talk about the conversations that take place in the public "parks and spaces" of the internet say on Twitter or Facebook or MySpace versus those that happen in his digital home .. say a blog or community built by the Marines. Although house rules can't be imposed in public gathering places, just as you have expectations for guests visiting your home or office, it is acceptable to have a few guidelines for your online visitors. I'd point him to this post where he could see some great examples of corporate blogging/social media guidelines.

Along the way I'm sure we'd discuss how a strategic direction for his Marines who participate in online conversations would begin with some guidelines. We'd talk about the "brand values" and the love that the Marines have for the Marines. We'd talk about how even in a world that appears to be chaotic there can be some structure and at the same time authenticity. We'd talk about why the Marines would even want to be part of this untamed world.

I'm betting we'd come to the same conclusions that many business owner, CMOs, brand managers have when it comes to social media. At the end of the post or tweet or podcast or vlog or social network it's about the relationships we build and nurture with our customers which leads to achieving the purpose of the business or non profit or the Marines. To bring that full circle .. that can not be done without knowing where you are going. Yes, General the social world is indeed undisciplined but if you use social media as a marketing strategy that becomes more manageable with a strategic overlay.

10 Ways To Jump Start Your Social Media Thinking

posted by Jason Falls in July 22nd, 2009 

in Social Media

Jason Falls

My house is an easy, 20-minute, rush hour commute from my office via the Interstate. Unless it’s raining or there’s an accident somewhere along the way, I can zip into work on a fairly predictable path.

Tuesday was one of those accident days, so I took the back way, along River Road, a beautiful, almost tree-covered path along the Ohio River to downtown Louisville. The drive reminded me that our path to finding the right social media solution for our clients or organizations can also become routine, stayed and predictable. Every now and then we need to veer off the beaten path to ensure we’re seeing the forest as well as the trees … and the birds, the chipmunks and the kids waiting for the bus.

Regardless of your individual approach to finding the right solution for your communications problems using social media, most people will, at some point in the process, consider blogs, Facebook andTwitter. And those three tools may be the right solutions for your needs. Hopefully, you think beyond the easy landing places and find other channels that make sense for your goals. Still, we tend to follow the same path to determining what’s right or wrong for our clients or organizations. Perhaps we think our “proprietary process” or methodology covers every base. Perhaps it’s the only process we know. Regardless, we wind up on the same Interstate, taking the same exit, stopping at the same intersections and parking in the same lot every time.

So to take your strategic thinking off the beaten path and ensure that the ideas, plans and tactics you’re recommending to achieve your social media or communications goals don’t become stayed and predictable, here are some quick ideas to expand your thinking. This isn’t to say you should include this thinking in your final recommendations or action plans, especially if they do not help you achieve your communications goals. But putting yourself through the motions of these processes will give you bigger and better ideas to better round out your strategy:

1. Design a plan that does NOT include Facebook, Twitter or a corporate blog.
2. Look at your Facebook strategy. Apply it to MySpace and fix what won’t work there.
3. Assume your most passionate consumers are only engaged on forums and message boards. Develop five tactics to reach them.
4. Imagine your target audience is blind or deaf and find methods and tools to communicate with them successfully.
5. Write a Wikipedia entry about your product, service or campaign. Now re-write it without the B.S. as a consumer would.
6. Take 10 pictures that, without captions, visualize what you’re trying to communicate. Upload them to Flickr as a set and look at them every day.
7. Write a news report about the success of your campaign, starting with the headline that you achieved your goal and write the success story in reverse chronological order, imagining the blueprint for your success.
8. Go find a random, niche social network outside the realm of your target’s footprint and find a meaningful way to reach that audience with your message.
9. Ask yourself, “What would make the boring, old clerk at the corner store tell me about this?” Find a way to weave that in to your strategy.
10. Have the “What Are We Missing” brainstorming session outside, sitting on the grass while having a picnic.

Those are just my random thoughts after driving the pretty path to work. What do you do to stand on the desk and change your perspective? Let the comments me our collection of idea-starting ideas.

Social Media Idea Management: An intellectual capital hustle?

07/16/2009

Imagine this scene - You've invited me to your home to discuss my ideas that may help you .. fill in the blank .. do your job better/make a better product/write a job description, etc. You also invite lots of other people. We find our way to your house. Instead of drinks together in your living room or coffee around your kitchen table you show us to separate rooms.

Then you walk away. However, naive that we are, we assume you are listening, care about us, that we matter to you.  So we happily share our creative ideas. Although our thoughts echo in our empty rooms we smile pleased to be of service to you. Every once in awhile some one wanders by and chats briefly. But rarely if ever is it you. Not even to say "thank you." 

Where are you? You're sitting behind an online dashboard gathering our intellectual capital as if it were digital diamonds. No girlfriend, it's not a focus group. Or maybe it is. Maybe this is the social media version of a focus group but with less honesty and less transparency. It's called IdeaXYZ or IdeaFireStorm or My(your brand) or ShareYourIdeas ... But don't expect anything back other than the satisfaction you derive in a bit of ego boosting on a brand site with some people who might vote you up or vote you down.

Are The Brands exploiting customers in the name of "engagement?" Are we so excited that The Brands have given us a way to directly and easily express our opinions that we clamor to give mega brands our creative ideas without even expecting a "thank you" in return?

Or is this simply the way that Brands approach the interaction of social media. Is it the way they view their role in the "conversation" of social media? Is it naivety or is it digital social media ineptness on how they perceive what is appropriate to build and nurture relationships?

Social media has two aspects. The first is digital research. That simply means reading posts and tweets of your customers to better understand who they are, what they care about and what they say about your brand. I think of it as raw, informal, qualitative, real time or what should be the  "first listening post" in your marketing research strategy.

The second aspect is something that is unique to social media. Other than trade shows, there are no business initiatives that I know of where marketers can hang out with their customers. Like any person-to-person exchange it's rarely structured. It can get messy and to make it work there has to be genuine interest on both sides.

• Establishing an authentic presence in social media is where many marketers fall down. "Most brands aren't doing it successfully." Shiv Singh, vice president/global social media lead Razorfish (study)

Then there is a new kid on the block - Digital Idea Managementor Viralsourcing - which seems to me a mash-up of these two concepts. Although based on the user group experience this has a stronger social media overlay. Customers are invited into a special company-based website to talk about what would make a better computer or latte or retail experience.

It's highly social since comments are open, often voting of each idea is encouraged and of course every post comes with the opportunity to be Dugg, Tweeted, Facebooked (new word) etc. One would naturally assume that the people who are on The Brand side would pop in to offer encouragement, provide feedback, say thank you. In other words to join in the conversation or as Shiv Singh says, "Establish an authentic presence." Rarely happens.

 If I were a bettin' diva I would say that Digital Ideology sites will become more prevalent across industries and sectors. Maybe even to engage in real exchanges. For now it seems that companies are using it in a traditional media/marketing way.

Dell is exploring this model and sharing learnings. Thispresentation from Dell details their Idea Management strategy behind IdeaStorm.  On slide 12 Dell outlines customer expectations as positive experience, action taken on ideas and recognition. With tactics on How To Address including: timely feedback, clear status updates, thank you mechanisms.

Happy to help you out dear brands but I expect you to join in t

he conversation with me and at least say 

Social Media Hybrid Marketing

07/22/2009

 

The more I read about social media campaigns without conversations ..  The more I watch companies expand marketing departments to include social media positions that put a premium on tech skills versus marketing experience .. The more I see social media consultants focus on old/traditional messaging wrapped in new/social media Web 2.0 ..

The more I wonder .. I wonder if along the way marketers created a hybrid which isn't social media in the traditionalsense of building and nurturing relationships or providing added value to the customer. Let's call this - Social Media Hybrid Marketing.

In interviews I've asked many, many people what social media means to them and the over riding response was two words:people and relationships. In the world of Social Media Hybrid Marketing people and relationships seem take second or third place. The emphasis is on driving traffic, creating buzz, sending the message further into the virtual world where if the digital goddess is kind it will go viral. Consider the following in terms of this new model ..

4 Social Media Hybrid Marketing Tactics

1. Videos - It's leveraging technology to send messages likeHow Stuff Works YouTube video - that by the way pairs up with TV spots. Or FedEx's series also on YouTube. Sure there may be a social element like YouTube's comments .. however, the emphasis not to develop or build relationships with the customer and the people behind the brand.

2. Blogger Relations/Sponsored Conversations - It's using the relationships/influence of others who are active in social media (bloggers, tweets, vloggers, podcasters, etc.) to serve as the messenger for your products or services. Pulse of the Industry Blogger Relations Series explores the expectations from the point of view of bloggers, brand managers and agency folks. The brand manager often forfeits the customer relationship since the social media content provider is the gatekeeper to her community.

3. Contests - It's contests that capitalize on technology using platforms like Second Life where Coca Cola asked people to design a Virtual Thirst Machine. Or rent.com's video contestwhere the best voted promotional video won $10k. Similar to video messages the media many have social components but they are rarely utilized by those on the brand side of the equation to chat with customers.

4. Digital Idea Management or Viralsourcing - It's when acompany solicits customer suggestions on a platform designed to capture intellectual concepts to improve its products/service or company. Frequently there are social aspects from comments to voting that digg it up or down. Dell, Starbucks, Best Buy have incorporated this approach. Some companies seem to be challenged with how to talk to their customers even to the extend of saying "thanks" for your ideas.

Where does that leave us? Are these simply old marketing programs with technology twists and turns? Or additional ways to view social media? Or is social media changing to where the people/relationship side is not the heart of social media but a nice to have on the way to counting the number of views or clicks?