Apple has taken a beating in the tech blogosphere for its recent release, the iPad. And, that may be all that you really need to know - because the tech blogosphere isn’t who the product was designed for.
It was designed for “them”. We all know them. They are like the 3rd world country citizen whose first telecommunications experience is a cell phone. They never knew the pleasure of a rotary dial, a knotted phone cord, or a pay phone. When the tech convergence reached them it was hands-free. No wires.
Likewise, the them I refer to now is not the multi-tasking web developer, funky graphic designer, titan of the spreadsheet, or master of the network domain. It is the man or woman who thinks Facebook is the Internet. And, when that’s not the answer then just about anything else online will do. They want to tweet, share pictures, check email, and watch TV with their Slingbox App. And, they want to look cool doing it; whether on the couch or at the coffee shop.
But pencil-necked, geeky friends of mine need not be frustrated. This is all good. Anything that acclimates your customer’s customer to the Internet moves them one step closer to being a visitor to your client’s web site, user of your iPhone app, or player of that killer Xbox game you’re working on. And then the them becomes one of us. Except cooler and without carpal tunnel syndrome.
Want to talk about how to get your business or idea in front of them? Follow me www.twitter.com/timbigfish or visit my company Facebook Fan Page http://facebook.gobigfishgo.com/
Five and One for 2010
The last decade brought a significant shift in the way that brands communicate with their prospects and customers. Consumers invited brands into their lives in ways no one could have imagined and they intend to maintain this new paradigm.
Indeed, 42% of all online adults and over half of youth surveyed by Forrester have expressed a continued desire to interact with brands in social media. That’s right! In the age of TiVO ad skipping and anti-spam technology, your customer said
“Go ahead. Tell me your story. Let’s be friends. I’ll introduce you to some of mine. But, I get to choose when and where.”
"When and where" manifest as these 5 things:
1. Mobile Everything – over 750 billion text messages were sent and more than 50,000 apps where created. And, that was last year alone. All of this in the name of being connected. Customers are surfing in carpool lines, prospects are texting during business meetings, and they’re all willing to let you in.
2.Twitter – some brands connected to hundred others to dare I say thousands even millions of prospects, fans, and customers 140 characters at a time. Nothing much was said, but some sweet offers were made (i.e. JetBlue unlimited airfare deal). Meanwhile, what we learned about one another through the trivial initiated the bond needed for meaningful dialogue.
3. YouTube – if you’re a young male adult Axe for Men has something just for you. But, not on their web site. That’s old school. Visit their ‘channel’ for funny videos and product promotions. Then, pass the fun along to your friends. Oh, it’s not just for the kids. Over 1 million people visit YouTube everyday. Some just smell better than others.
4. Google – Einstein said, ‘never memorize anything that you can look up’. Wow! If he only knew. 1 trillion people ‘google’ each day and within seconds have contact information, promotional offers, product reviews, maps to locations, and if they are so inclined over 2 million results for the connection between energy and mass (e=MC2) alone.
5. Facebook – 350 million people use it and half of those folks use it every day. Some of the users are old enough to be your mother. Heck, some of them are. And, much of their time is spent letting friends know which products are their favorites. “I’m a fan…”
But you knew all of this didn’t you? Yet, you’re blowing it off because you think it’s silly to ‘tweet’. And, in and of it’s self you may be right. But, these are the rules to a quickly evolving game that you’ve been invited to play.
So, here's the 1 thing you need to do for positive results in 2010:
1. Create a Plan -- develop and implement a strategy to optimize these new platforms and consumer behaviors. It’s THE one thing you must do now. And, Bigfish has the know-how to do it. We call it the Starfish Strategy.
"Like?” Reach me www.twitter.com/timbigfish. Let's talk about it.
10 Things We Do Every Day
I did a lot of people watching during the holidays. People at the mall, coffee shops, and family get-togethers; just doing what people do. That’s when it occurred to me. Most of the things weren’t even possible 10 years ago. Indeed, there are 10 things that I do on a daily basis that weren’t part of my life at the turn of the century. Did I just say that? Anyway, consider this:
- Texting – I use my phone to send short messages to friends and family throughout the day. Even during important meetings but not during your meeting Ms. Customer.
- Mobile Web Surfing – I’m constantly online. Even if my phone is the only connection I have. This too can happen during meetings. Or, while waiting for my tall coffee. But, never while driving.
- Twitter – I tweet my most random or intentional thoughts into 140 characters or less for the whole world to read. Like this. I’ve just done it again.
- YouTube – anyone in the world can now see my video about the Starfish Strategy. Or, watch a kitty in China play the piano. Good times.
- Google – Einstein said, ‘never memorize anything that you can look up’. Wow! If he only knew.
- Facebook – connect with friends and network with business contacts – even when I don’t really want to. And, if from time-to-time we’re not really friends. “Like?”
- Netflix – sorry Blockbuster but my laptop, HDTV, and the Internet just trumped your late fees and limited selection.
- Hulu – sorry broadcast television executive. No more ‘appointment TV’. I watch what I want when I want. That means 30 Rock is on at 8P Saturday if I want it to be.
- GoToMeeting – I average 6 presentations a week with people who due to the high cost of travel I would likely never meet. All without a single body search or bag check.
- Crowd Sourcing – who would have imagined that the Christmas Eve attack on the Pope would only be viewable because some lady was filming it on her phone? Top that CNN.
So, what will the next 10 years bring. Who can tell? You can, however, count on this – the innovation will come from either the consumer audience or a small business. And, it will change everything – again.
What would you add to the list? Share your thoughts with me www.twitter.com/timbigfish , www.facebook.com/timcnicholson or visit our web site http://www.gobigfishgo.com/ .George, I Want to Play
They are five simple words, “George, I want to play.” The economy of words is priceless. And, in the Participation Age they are everything.
Here’s the deal. A Memphis radio sports talk show legend plays trivia with his listeners. He has one simple rule, tell him that you want to play the game or you don’t get to play. It’s serious fun (if there is such a thing) and it’s the only price for admission to the contest. Knowing this phrase is even more important than knowing the correct answer to his trivia question. For without knowing and practicing the rule the listener is ineligible. And, when you don’t play you can’t win.
Think about Internet marketing in the same terms. You have to participate if you want a chance to develop customer relationships. Today’s game is played in the social media realm on platforms like Facebook, Twitter, YouTube, and Flickr. You’ll need a plan if you want to succeed. That’s where we come in.
At Bigfish, we implement Internet marketing tactics via the Starfish Strategy. Our plan integrates social media with search engine marketing. It initiates conversation with your prospects and customers in venues of their preference. Its objective is to move the participant to your web site for an extended conversation about your brand. And, ultimately create a chance for you to win.
Interested? Let’s talk about it. Find me at www.twitter.com/timbigfish. Just say, “Tim, I want to play.”
Here’s the deal. A Memphis radio sports talk show legend plays trivia with his listeners. He has one simple rule, tell him that you want to play the game or you don’t get to play. It’s serious fun (if there is such a thing) and it’s the only price for admission to the contest. Knowing this phrase is even more important than knowing the correct answer to his trivia question. For without knowing and practicing the rule the listener is ineligible. And, when you don’t play you can’t win.
Think about Internet marketing in the same terms. You have to participate if you want a chance to develop customer relationships. Today’s game is played in the social media realm on platforms like Facebook, Twitter, YouTube, and Flickr. You’ll need a plan if you want to succeed. That’s where we come in.
At Bigfish, we implement Internet marketing tactics via the Starfish Strategy. Our plan integrates social media with search engine marketing. It initiates conversation with your prospects and customers in venues of their preference. Its objective is to move the participant to your web site for an extended conversation about your brand. And, ultimately create a chance for you to win.
Interested? Let’s talk about it. Find me at www.twitter.com/timbigfish. Just say, “Tim, I want to play.”
A Photo Album. Really?
In recent client conversations I have become increasingly aware of sameness. More aware of the trap we fall into when we model our ideas too closely after those of others. And, how we dilute our own relevance when the best we can do is look like some one else. My awareness reached its zenith this past week when during a discussion about web sites a favorite client presented me with a photo album stuffed to the gills and labeled “Web Sites We Like”. Now, there is nothing wrong with research but the precedent on display made me think of a few things.
First, the past. Photo albums are full of memories. Ideally, memories of people we love or moments shared with others but not necessarily moments we can or would relive. If it’s in a photo album, it’s already been done.
Second, the irony. In the digital age where pictures can be taken with all manner of portable electronics, where favorites can be neatly organized in our browser software, and photo albums created on our Facebook pages -- we were looking at a printed representation of ideas. The two mediums, print and digital, each have their own strengths. But, I can’t get a true representation of a digital experience on paper.
Best practices notwithstanding, the idea of developing a new web site or any marketing communication should revolve around what differentiates us from our competition and the unique value proposition that we present to our audience. Competition is real. Some sameness is unavoidable. However, somewhere along the way it’s the manner in which we do our own thing and how we connect with like-minded people or prospective benefactors that builds an enduring business or brand.
If you need a model for your creative planning consider trading the photo album metaphor for the Tonight Show skit “In the Year 3000” performed by Conan O’Brien and his sidekick. Try starting your vision with “In the future our organization will (insert your goal here).” Save the photo album for recording the events along the way.
Let's talk. I'm on Twitter @timbigfish
First, the past. Photo albums are full of memories. Ideally, memories of people we love or moments shared with others but not necessarily moments we can or would relive. If it’s in a photo album, it’s already been done.
Second, the irony. In the digital age where pictures can be taken with all manner of portable electronics, where favorites can be neatly organized in our browser software, and photo albums created on our Facebook pages -- we were looking at a printed representation of ideas. The two mediums, print and digital, each have their own strengths. But, I can’t get a true representation of a digital experience on paper.
And, the future. Photo albums never include pictures of tomorrow. We can not
project onto the pages either “who we are” or “who we want to become”. Only,
“who we were” at least at that moment captured in the photo. Photo albums are
static. Our future is dynamic.
Best practices notwithstanding, the idea of developing a new web site or any marketing communication should revolve around what differentiates us from our competition and the unique value proposition that we present to our audience. Competition is real. Some sameness is unavoidable. However, somewhere along the way it’s the manner in which we do our own thing and how we connect with like-minded people or prospective benefactors that builds an enduring business or brand.
If you need a model for your creative planning consider trading the photo album metaphor for the Tonight Show skit “In the Year 3000” performed by Conan O’Brien and his sidekick. Try starting your vision with “In the future our organization will (insert your goal here).” Save the photo album for recording the events along the way.
Let's talk. I'm on Twitter @timbigfish
Sunrise. Sunset. Dealing with Real Estate Change.
My friend Jimmy Reed is a realtor by trade. He and Jim Black are the co-owners of Marx-Bensdorf Realtors in Memphis. But, I think if he could have any job in the world it would be one of the following:
Official Memphis Cheerleader -- Jimmy Reed loves his home town. He knows the city and its suburbs like the back of his hand. Sometimes I think that he got into real estate so that he could spend his days touring the city with the people he calls 'clients' and just talk about the place he loves.
Cyclist -- Jimmy rides bikes. Not like you and I. More like Lance Armstrong. His firm even sponsors a racing team. But, that's not why I mention that here. I mention it because I think the idea of 'riding' is a neat metaphor for a recent manifestation in his business. Like all real estate firms his has been through the recent ringer of the 2008 market bust. However, unlike many who sat still or decided to ride quietly off into the sunset, Jimmy and his associates decided that the sun is actually rising on a new era. It might be different. It might be more digital than the past. But, with the right strategy (i.e. the Starfish Strategy by Bigfish) his firm could embrace the change and move toward the future of real estate. One wherein the customer would be recognized for what he or she knows and can gather on his or her own (smart). And, where the Internet would be embraced.
Visit http://www.marx-bensdorf.com/ to see the realization of this idea. Or, visit Bigfish at http://www.gobigfishgo.com/ and click on the Starfish Strategy ad.
It's inspirational really. Gutsy. Which do you choose? The sunset? Or, the sunrise?
Official Memphis Cheerleader -- Jimmy Reed loves his home town. He knows the city and its suburbs like the back of his hand. Sometimes I think that he got into real estate so that he could spend his days touring the city with the people he calls 'clients' and just talk about the place he loves.
Cyclist -- Jimmy rides bikes. Not like you and I. More like Lance Armstrong. His firm even sponsors a racing team. But, that's not why I mention that here. I mention it because I think the idea of 'riding' is a neat metaphor for a recent manifestation in his business. Like all real estate firms his has been through the recent ringer of the 2008 market bust. However, unlike many who sat still or decided to ride quietly off into the sunset, Jimmy and his associates decided that the sun is actually rising on a new era. It might be different. It might be more digital than the past. But, with the right strategy (i.e. the Starfish Strategy by Bigfish) his firm could embrace the change and move toward the future of real estate. One wherein the customer would be recognized for what he or she knows and can gather on his or her own (smart). And, where the Internet would be embraced.
Visit http://www.marx-bensdorf.com/ to see the realization of this idea. Or, visit Bigfish at http://www.gobigfishgo.com/ and click on the Starfish Strategy ad.
It's inspirational really. Gutsy. Which do you choose? The sunset? Or, the sunrise?
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