Like is Easy to Like

Facebook has decided that Becoming a Fan was too serious a commitment for most of us. Or, was it because the "Like" link receives twice as many clicks as the fan choice? Either way they've dropped Fan in favor of Like. You ask, "Who cares?" You will. And so will search engine driven marketers.

The idea of Becoming a Fan implies a deep connection to a brand or cause. One that many Facebook users we're willing to demonstrate. However, not nearly as many as those who were willing to "Like" a status comment or other post. To "Like" something is relatively easy. It's doesn't imply a deep agreement or total buy in. Simply that you at least for a moment you were amused.

However, in an economy where brands strive to tap into social media's power to accelerate word-of-mouth marketing, "Like" is everything. It will soon be everywhere. "Like" matters because it's easy. And brands want something easy as an alternative to the customer sat survey model perpetuated by web sites like Yelp. We all know that most people who "Like" a service or experience are not energized enough to post a comment somewhere. Meanwhile, people who have a negative product experience seem compelled to tell anyone who will listen. Remember the old customer sat rule, "customers with a negative experience will tell 11 others"?

So, here's what I'm driving at: the option to "Like" a brand will soon become a part of EVERY web site. That's part of Facebook's bigger plan to see their community influence the greater web.

Broad acceptance of "Like" will make it one of the most valuable variables in the search engine equation.

After all, tenure, referring links, dynamic content, blah, blah, blah are not nearly as important as the opinions of users. The "(insert big number here) Like this Site" sentence at the end of a search engine result is going to drive more clicking than a Sponsored Ad Link or even the rank on the page.

The good news is this, in the Participation Age we're deciding what brands resonate and with whom. And nothing says resonance like "Like".

Their Ways Are Not Our Own

The Participation Age has converged with our messed up economy and is producing new approaches to connecting with people and building businesses.

Pomplamoose is a band. You probably haven't heard of them but millions of people have watched their videos on YouTube. The YouTube content ad network shares revenue with the band. About 100,000 people paid for and downloaded their MP3s last year. They have no record contract. They don't want one.

What does this have to do with Bigfish? With you? Beyond the inspiration quotient it serves to illustrate the potential of dreams in the Participation Age. Technology enables the band's creativity. An online music licensing service tears down legal barriers. A simple alliance with a search engine seeking content to grow their audience gives them a platform. And the no cost distribution channel of social media allows this young couple to make a great living doing what they love.

Oh yeah, what does that mean for you? Maybe the business that you want to build or the organization that you want to grow should consider how the cultural, business and technology changes that power Pomplamoose can empower you to reach your goals. The old ways are no longer effective. Besides who wants to hang out in the music store clearance rack when the real money is on iTunes?

I'm Tim. Talk to me on Twitter @timbigfish

The iPad: Oh Yes You Will

It will be the next innovation you buy. There, I said it. After hearing what a perfect device the iPad is for your grandma I decided to speak up for the future. It's not a PC but who cares.

The young adult who uses their web appliance to connect with other people doesn't. Facebook is better on my iPad than on my PC. Those who go online to learn don't care. My e-book, the Starfish Strategy, has never been a better read than on my iPad. Heck, even this blog post was written using the blogger app for the iPhone on my iPad. So much for those who say that you can't create content on it. I just did.

Now maybe your next web device won't literally be an iPad. However, it will at a minimum change your PC maker, browser developer, or favorite web site's approach to interfacing with you. So will you go online iPad style in the future? Oh yes you will.

Find me on Twitter @timbigfish

The Shift: Facebook Wins.

Are you a business owner or organizational leader who still wonders how seriously to be taking Facebook? Are you still doubtful that is changing the way people use the web? Well, wake up. CNNMoney.com reports that Facebook was the top web site for the week ending March 13th surpassing even the mighty Google. It won’t be their last week at the top.

The numbers don't lie. But here’s the big part that most people will overlook:

Web users want to participate. Contribute their thoughts and ideas. They want information from their peers. They trust them even more than they trust a Google
search. Of course you know that means taking some risk if you’re a management or board level type from the Information Age. For them most web sites are transaction” and “information” oriented. They get that. But now, it’s “Participation”. And that is something the decision making demographic wrestles with.

The easy part of a web strategy is the technology. Even the design is simple enough. The challenging part will be the readiness of or the degree to which the executive and board level want to embrace the cultural shift.

I speak to that in the intro and conclusion of our new ebook. You can download it here. But, maybe we need a good old fashion in-person conversation. After all, this whole "transparency" thing is new to a lot of us and tweeting it just isn't natural. Yet.

Follow me on www.twitter.com/timbigfish

It's not for them. It's for them.

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:

1. 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.


2. 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.


3. 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.


4. 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.


5. Google – Einstein said, ‘never memorize anything that you can look up’. Wow! If he only knew.


6. 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?”


7. Netflix – sorry Blockbuster but my laptop, HDTV, and the Internet just trumped your late fees and limited selection.


8. 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.


9. 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.


10. 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/ .