Monthly Archives: June 2010

Brands, Brand Promises, and Social Customers

Brands, Brand Promises, and Social Customers

There’s been almost too much conversation about brands and social media. How to build brands, how to monetize them, how to monitor them — there’s an article (or 5000) about everything.

Sometimes the customer on a social media site feels assaulted by the presence of brands trying to market and draw attention to themselves. Some sites, like Facebook, have been absolutely corrupted by brands and fan pages. For every piece of actual, important communication I receive on Facebook, half a dozen others are from brands asking me to “like” them. On Twitter, it’s not much better.

Being in the presence of brands all the time on social media has forced me to think about what I want and expect from a brand, and whether its presence on a social media site has anything to do with my expectations. Three examples: Comcast, Starbucks, and Goober Pet Direct. I’m a customer of all these brands, and was a customer before the advent of social media. Two out of 3 are on Twitter, and probably all three are on Facebook, although I don’t “like” their pages or follow them there.

I don’t want to be “friends” with my brands; I only want them to perform as promised.

1) Comcast is my benchmark for how a brand should behave on Twitter. Although it doesn’t offer me specials because I’m the Mayor of anything, and it doesn’t send coupons to my Twitterfeed, it is there when I need it, for customer service only. Frank Eliason, who has grown legendary for doing something beyond what most brands do — fix problems via Twitter, was out there from the very beginning to keep the brand promise. You didn’t have to know him, and he sure didn’t know you. He just sat out there and listened. He’s not in India. He’s not a bot. He doesn’t try to sell me something. He just tries to make the service work for the customer.

2)Starbucks has a huge social media campaign, in which I never participate, although I am happy to be able to reload my Starbucks card via their mobile app. They tweet up a storm, but although I go to Starbucks all over the world, I don’t follow them. Why do I like Starbucks as a brand? Because people bitched about the lack of free wi-fi, and now they’re giving us free wi-fi. And people must have bitched about the breakfast selection and the lack of healthy foods, because they’ve added a great many food items to the menu, especially wraps and gourmet stuff. Whatever “Artisan” sandwiches are, I think I’m going to like them. And because Starbucks is dependably “there,” whether you are in Rotorua, New Zealand, Bejing, China, Seoul,Korea, or Blythe, California.

3) And then there’s Goober Pet Direct. They haven’t tweeted since Oct. 14, 2009. But they don’t have to. They don’t need a social media campaign. They ARE social, and they don’t have to bombard me with messages on Twitter to tell me that. I feel like I know them. If I order online, the dog food arrives at my door as promised the next day, with a doorhanger containing dog treats. If they run into a problem (they’re out of something), they call me and solve it with me. They are personal, friendly, and don’t seem as if they had “outsourced” their customer relations to another country.

These are three brands who keep their brand promise. They deliver what I expect when I expect it. They have customer service I admire. And unfortunately for social media gurus, I’m not so sure their customer service has much to do with social media. Social media is JUST A TOOL they might use to enlarge their customer service reach. But not necessarily their marketing reach.

Conclusion: I’m going to bet that brands aren’t going to be able to show much ROI for their social media marketing, if by marketing they mean lead generation or sales. However, if social media is used correctly to serve the customer, it will be a great enhancement to a brand.

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Social Media Apps: An Embarrassment of Riches

Social Media Apps: An Embarrassment of Riches

Yahoo has changed for the better. I went there for the first time in a long time today, and found a dramatically re-formatted MyYahoo, as well as a host of new ways to be social. I connected my Facebook account, and was able to reach my Twitter account from the dashboard. And I can drag and drop modules to configure my own home page (although I no longer use any home page except maybe Twitter and Gmail). Brizzly has also changed for the better. Now I can make a private chat group with my friends, and see who has tweeted to me lately. It also supports multiple accounts. Between Brizzly, HootSuite, and Seesmic, why would I ever go to Twitter.com?

Buzz has also changed for the better. It’s a lot cleaner, less noisy, and you can see who is following you and who you want to follow.

And then there’s Gist, which sends me an email every morning about my friends, and Nutshell mail, which aggregates Twitter and Facebook. Nutshell Mail sends me an email every few hours.

When I look at these, they all look good to me, and yet I spend most of my time using Facebook, Twitter, and the Facebook and Twitter mobile apps. I do switch off every once in a while on my phone, but rarely at the laptop. Why? Because the AppStore notifies me when my iPad or IPhone apps update, and I can update them and am reminded to try them again. On the computer, I never know what has been updated without reading an email.

I’m trying to figure out when the convergence will come, and some of these will merge with the others, or go out of business. But which ones? And when? Yesterday I read a post by Paul Kedrosky about the coming super-seed crash, and I knew it was right. All these companies have been seed-funded, along with numerous geo-location apps, and they are all wildly trying to grow. How big can they get? After all, we’re not China, and China and India have their own versions of these apps, customized to their users with their localized language and cultural conventions. Most social apps will not go global in a very big way. (I learned this on GOAP-ASIA this year.) Developers in those countries with big potential populations are quite capable of building their own.

So what I’m thinking is that we’re on the verge of a slow decline in the growth of these apps, which had better coincide with the “next big thing” for developers and entrepreneurs. That’s what has always happened in the past. I tried all these sites, as well as Nutshell Mail, when they were new, and then abandoned them. How about you? What have you abandoned? What will survive?

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My Business of WordPress Keynote

My Business of WordPress Keynote

Here it is, my keynote from the Business of WordPress Conference in Atlanta this week. I had an awesome time doing it, so I guess I will try to do more of them. I haven’t put myself out there as a speaker, just as I never put myself out there as a “social media guru,” but I really liked this!! Mike Schinkel and Marna Friedman ran a great conference, and that was part of it.

So now that I want to be a speaker, give me feedback. I already know my slides suck, but how’s my story?


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iPhone4 Beautiful, But Not Worth 6.5 Hour Wait in 110f heat

iPhone4 Beautiful, But Not Worth 6.5 Hour Wait in 110f heat

I’m limp, collapsed on my couch with my new iPhone4 after waiting in line at the Apple Store at Biltmore Fashion Park in Phoenix this morning. I went out there at 7 AM and got my phone at 1:23 PM. In between, Apple provided pizza, cookies, water, umbrellas against the hot sun, and  breakfast bars. But they couldn’t take away from the slowness of the process, one person going into the store at a time, each person checked off on a list, about ten people with reservations for every person without one. The people in the non-reservations line carried signs saying “We are all Apple customers,” because people with reservations were angry that any of them got in before us. But they deserved to get in, because they were probably not derelict, just victims of the Big PreOrder Fail.

I was one of the fortunate few to get through to the Apple website on the morning of pre-order day, before things went South, In the past, I had always pre-ordered and had my new toys delivered to my home, but the last time I did that my business partner went to the Apple store early in the morning and came home with his iPad several hours before FedEx delivered mine. And I had to stay home all day, too, because Apple requires a signature for a delivery. And not just the signature of another adult:  MY signature.

So this time I decided I would smarten up. I’d  get in line in the early morning when it would be cool and I would hang out for the couple of hours I thought it would take me to get the phone. However, when I arrived, I realized I was in danger of having made a terrible tactical error. Not only that, but I had brought the dogs with me, thinking they’d be okay after being walked.

They weren’t okay. The sun fell on the pavement in front of the Paradise Bakery, around the corner — no, around TWO corners — from the Apple store. They visibly wilted.  I had to have them escorted home so I could continue to suffer. I reasoned that if I passed out from the heat, an ambulance would whisk me away to a cool hospital.  But if the dogs had heat stroke, they’d be on their own.  So home they went, and I resumed my wait. I ran into my friends Tyler Hurst,  Tony Ash, and  Jason Ayers.  They were all ahead of me. No one offered to let me take cuts (I wonder why:-). But the line was a party, as usual, and I did make several new friends, including an attorney who was accompanying her son by sitting next to the line while he stood in it. He had been there since 1 AM, without a reservation, and he got a phone well before I did. She is a reader of this blog.

After four hours of standing, I began to feel light-headed, and the thought of passing out and losing my place in line didn’t sound so good, so I went around to the front of the store and told the poor kid guarding the gate how I felt. He was so well-trained, or humane, or smart, that he immediately got me a chair, and I spent the remainder of the wait outside the air conditioned store watching everyone go in and out. When I finally went in, people in line applauded.

Ten minutes later, I was out with my phone. Two hours later still, I’ve got it synced and charged and ready to go.

How is it?  Umm, I don’t know. I don’t have anyone to videochat with yet, and I am just beginning to try the camera. It has a cute icon that turns it from front facing to rear facing, and I just scared myself by looking in the mirror at a woman who has just been out in 100+ heat for six hours. I immediately turned it back. I’m not sure I will be doing a lot of videochatting:-)

It feels funny. It’s glass on the back, and I got this bumper for it, so it is protected front and back from falling, but it doesn’t feel solid like the old phone. I hope it survives my “active lifestyle.” The screen if almost startlingly clear, but it’s still new — i will manage to muck it up. I’m sure it has many features I don’t know about, because I just upgraded my old phone to IOS4 and hadn’t yet figured out how to run apps in the background, so I think my next step will be to RTFM.

Or maybe I will take a nap and a shower.

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Six Reasons Small Businesses Need WordPress

Six Reasons Small Businesses Need WordPress

credit:Blog-oh-Blog

I have been thinking quite a bit about WordPress lately, because I’m preparing a speech about “The Business of WordPress” to give at a conference by the same name in Atlanta next week. And in looking through my own blog and the AZEC10 site, I have come to a number of somewhat startling conclusions. These are, I warn you, not original. But every week I watch the people in my West Mesa CDC incubator discover WordPress and learn to use it, and it is very empowering for a one-person business as well as for the New York Times.

1)Wordpress can do anything you need it to do, and for a small business, that’s a gift usually reserved for expensive sites. On the conference site, I have it both connected to an Eventbrite back end, and with a registration widget installed right on the landing page. Because this is registration and not e-commerce, I don’t use WordPress’s own e-commerce plug-in (which is built in to the 3.0 release that is coming any day now launched today) because I was already using Eventbrite and I need the email marketing functionality.

2)Plug-ins for WordPress are the business-to-business version of apps for the iPhone. This realization I owe to Mike Schinkel, one of the conference organizers. On my own Stealthmode blog, I have twenty active plug-ins. What do they all do? Well, they enable podcasts, send my posts to Twitter, allow people to register and comment using Facebook and Disqus, and share with Wibiya.. They give me Google Analytics and “pull quotes” for my journalistic forays. And more.
These plug-ins make WordPress ideal for any business.

3)WordPress is easier to use than you think. Now that Page.ly exists, you can pay $14.95 a month and get a WordPress theme and hosting, and a setup, and automatic upgrades of those plugins you will be adding (I guarantee it) all in one package. And if you are already at GoDaddy, well they install WordPress, too.

4)Wordpress was founded by an idealist, Matt Mullenweg, a kid who believed it belongs to the community. It was started as an open source project, and although scores of people are building businesses around it, the WordPress code cannot be “sold” to AOL, or to Google, or to anyone for that matter. Thus, a self-hosted WordPress blog is the closest thing you can have to control over your own content.

5)Wordpress has critical mass. This is important for its survival and continual updates. When something becomes a dominant platform, there are drawbacks and pluses. I’m not sure I know anything else as dominant that is also open source (tell me if I am wrong here, because I’m on shaking ground).

6)Wordpress no longer looks like a blog. For small businesses who wouldn’t know a blog from a bag of potato chips, WordPress is a website, otherwise known as a content management system. It gives them control. Period.

And if you want to see my presentation, I will put it on Slideshare right after I give it. And I don’t really speak from Powerpoints anyway:-)

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The Future of Entrepreneurship: Not only Outside Silicon Valley, But Outside the US

The Future of Entrepreneurship: Not only Outside Silicon Valley, But Outside the US

USA Pavilion, Geeks on a Plane, by KK

“In 1998, 3.4 million Chinese attended university. In 2008, the number was 21.5 million. Once a privilege for a select few, college education has defined a generational experience in China.”

These numbers come from an excellent presentation by Frank Yu, who tried to put it up on Slideshare, but in accordance with the mysterious ways of China, it disappeared. I’m sure he will send it to you if you ask.

Frank gave the presentation at Re-think Shanghai, one of the excellent events Geeks on a Plane attended in Asia over the past three weeks. This wonderful eye-opening tour of what’s going on in Asian entrepreneurship unlocked all kinds of feelings in me, and I’m sure they will be spilling out for months. But here’s my summary of Frank’s hypothesis.

China is really changing fast. When you stand in the shallow water and listen from afar, you hear two major themes: piracy of intellectual property and human rights violations. If you wade in a little further, you see an amazing generational shift going on in a huge market. And if you immerse yourself, even for a little while, you can drown in the vibrancy of this entrepreneurial community. Entrepreneurship, always the hallmark of American ingenuity, has caught fire world wide.

Here are some highlights of Frank’s excellent analysis, which we saw first hand.

1)There are four generations alive in China right now, each different. The lost generation (my age) experienced the Cultural Revolution and lost both its ties to the past and its opportunity for education. It is now in power, grappling with the present.
2)The mini-lost, born in the 70s, were the children of the Cultural Revolution. They experienced Tienamen Square, and are now driving reform.
3)The Strawberries, born in the 80s, are fragile, but were the original rebels, the “egocentric kids” and Chinese “beats” with wild and crazy ideas, dabbling in new values. They were the first of the single child families.
4)And now the Jellies, called the Millennials in America, are commonly called the “non-mainstream” generation. The outlook includes individualistic views like “I can live by myself“ and the arrogance of being only children in an economy getting more affluent.

This generational shift over four decades has not come without turbulence. In 2009, the millions of factory workers who had moved to the cities lost their jobs. Many of them did not return this year. The Jellies went “LOHAS,” (Lifestyle of Health and Sustainability), which would have been unheard of in China just a few years ago. Some of those who did not have made headlines recently by jumping to their deaths while working for a large Shenzen electronics company.

Now China is a global economic power, known for being able to design and develop fast. It is an exporter and manufacturer of digital content and equipment to the developing world, feedback-driven, AGILE, and quick to imitate and mutate. Copying, which China does so well now, is only the first wave; it’s the second wave of customization and mutation that is interesting. Yu says China is like the Wal-Mart of countries, using its global muscle to get what it wants.

Here are Yu’s projections for 2015. They mark a shift to a more assertive China, one which our political leaders are already planning for.
–Strawberries will enter the leadership roles of middle and upper management
–The Lost Generation will cede more control and leadership to the Mini-Lost Generation
–The Jellies will be in the work market. This generation is a little feared by the others since its such a wildcard and more aggressive than the others

Now crank the geo-politics into this demographic portrait. We in the US owe China a lot of money. We don’t agree with China’s policies. We have strict immigration laws that allow Chinese students to receive higher education here, but not start businesses when they graduate. They then take their American know-how back to China, combine it with the nimble development capabilities of local inexpensive engineers, and make clones of American technologies, reaching large developing markets we can’t even beging to enter.

To survive as a world power, we have to fix this. Four immediate fixes are necessary:
1)a complete overhaul of and commitment to our education system
2)a Startup Visa program that allows foreign-born entrepreneurs to stay here and start companies
3)a resurgence of our historical tolerance for immigrants
4)a willingness to invest in our communities, societies, and infrastructure

We’ve got the entrepreneurs. Let’s encourage them to get started. They can fix this for us with their mobility, their digital assets, their energy. Let’s not stand in their way.

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Just a Day of Tourism

Just a Day of Tourism

Orchard Road is the main shopping district of Singapore, although I’d say the entire city-state is one big mall. Singapore is a major port, and you can see goods on display from all over the world here. And they are not cheap! This is not a bargain-hunter’s dream, like Bangkok or Shanghai. It’s a place to display money. I saw small bungalows here that cost more than $5 million. There doesn’t seem to be a glut of them either.

Singapore has a well-deserved reputation for being clean. People just don’t litter. They don’t drive much either, for the size of the city. Cars are disincentivized with 100% import taxes, high licensing fees, and convenient mass transit (buses, subway, and lots of cheap taxis).

Man, it is hot here. It’s right above the equator and very humid, which means many of
The streets are enclosed, and feel like malls themselves and some shopping is underground (Korea has this as well).

Singapore was founded by a man named Raffles in the 19th century, and has a population that’s 25% foreign. It has a tradition of amalgamating Chinese, Indians, and Malaysians, which means there are Hindu Temples, Buddhist temples, and mosques. They all live in Little Indias and Chinatowns where they maintain their customs and native cuisines.

Which means Singapore is the best place to eat yet! OMG, the geeks have gorged on ethnic foods all day and then tried to dance it off all night. I have stayed up later here than I have in years, and I can’t touch them!

Like Korea, Singapore cultivates medical tourism. if one more person tells me how great the American health care system is, I will scream. At least three Asian countries, (add Thailand, because Bangkok has great hospitals) are beginning to see growing numbers of Americans seeking orthopedic and plastic surgery.

The countries we have visited on this trip do not have deep traditions of entrepreneurship yet, but the younger people have traveled widely and are trying to displace old corporate or risk averse cultures with innovation. In addition, we have educated many of these engineers and doctors in America, and they have brought our intellectual property back to their own countries. That is why I want to keep working on the startup Visa program, which will make it easier for someone who wants to start a company to live in the US and create jobs here, rather than in their native countries.

You will hear me continuing to beat this drum:-)

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What You Need to Know About Social Games

What You Need to Know About Social Games

Moving from Seoul to Singapore takes the geeks to a small market that’s quite evolved, and to the most comprehensive Asian tech conference yet, Echelon 2010. Here, i learn that one of the largest web markets, social games, is already controlled by Asia.

After hanging with Joi Ito at Hackerspace Sg and listening to two days of presentations, my respect for the Asian tech community grows. Singapore is a tech hub, so people are here from Malaysia, Thailand, the Phillipines, and Viet Nam as well as China, Russia and Korea. (until this trip I thought of Russia as Euro-centric because of my study of the literature, but now I think of it as straddling Europe and Asia. Russia was mentioned at every one of these conferences.) Asians seem to hop across borders really easily.

One of the presenters today, the second day of the conference, is Bret Terrill, an expert in social games who reminds the audience that social games were invented in Asia,  which has had virtual goods for a decade. indeed, virtual goods were invented in Korea and China.

In the US, social games only became big after May 2007, when Facebook opened its platform and Slide and RockYou came to the attention of the exploding Facebook population.

While for most social games, any game with 100,000 daily users is considered a success,the big names have astronomical numbers of users: 20 million  people a day play  Farmville all over the world. If you don’t know Farmville, it’s Zynga’s reinvention of a Chinese game called Farmtown. An engaging picture of a lonely penguin, which users could send to their Facebook friends, drove its early viral uptake. There is, after all, no real reason to play Farmville; that lonely penguin just captivated people who wanted to help him find a home.

There are now over 80 farm-type games on Facebook alone, with more opportunity in emerging non-western social networks like Renren, mixi, @mail.ru, and Cyworld, all of which are growing faster than FB. (The Chinese network Tencent.com is the biggest online company In the world.)

Part of the reason Asia continues to dominate in social games, according to Terrill, is that it is much cheaper to develop these games in Asia. The average salary for a flash developer in Silicon Valley is now 120,000/year; the Flash developers often make more than the executives at a startup. By contrast, you can hire a Flash developer in China for $4,000 a month or in India for $1000 a month. You do the math:-)

Although Facebook is now the  top platform for social games, Terrill thinks that will not continue. By 2013, he told us, three of the top five social gaming companies will be Asian. And some of them will have grown by buying American game companies.

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