The last slide is so true!
So you’re sitting in this sales conference.
After few hours of listening to a monotonic presentation about how much perfume bottles have been sold across the region (with details, per store, indexed to the year before etc…), the unexpected happens:
You have the urge to release the biggest yawn of your life….
You panic! You get confused.
The feeling grows, intensifies.
It is creeping on you and reaching your jaws but you’re fighting it. You try to distract yourself by following closely the endless sea of boring numbers projected on this huge screen.
You fight back. Every second lasts a minute and you feel you’re losing the battle.
Your boss is there. All Proud with the numbers. Looking at you, closely monitoring the interest level!
People around you – all there to impress the boss, who happens to be the distributor of the perfume brands – are taking notes!
And…all of a sudden, you give up and surrender. You open your jaws and release one of the best yawns you have ever had in your life.
It lasts a full minute, and the sound of it wakes the colleague next to you (who learned the technique of sleeping with his eyes open).
You are happy, content and unfortunately back to the numbers…psychologically preparing yourself for your next Yawn.
Next day….You get fired (with the guy next to you who was sleeping, eyes wide open)
Well no, if you translate the famous ‘yawn’ to a banal, meaningless ‘I am bored in this stupid conference’ Tweet, that’s exactly what will happen if you are working in some of those insecure companies.
Those companies that follow their employees closely on Twitter to monitor every move, every thought, every comment to check whether they are loyal or not.
It would definitely be much more constructive to make better use of social media…focus on opening interesting conversations with your people (consumers & employees). Use it productively to engage…and maybe….maybe…. you’ll end up boring your people a little bit less.
Alternatively, you can keep spying and monitoring their statuses and tweets and If you really dig closely and deeply, I am sure you will end up firing everyone!
The Tweet topic explorer is a bubble chart illustrating the most popular themes discussed by a specific user-chosen Twitter account.
In a nutshell:
‘This tool retrieves recent tweets from the given ID and displays the most common words in those tweets (using word cluster diagrams). The area of the circles is proportional to word frequency. Words that are most often used together are grouped and given the same color. It also shows the other twitter users that are mentioned most frequently in their tweets.’
– Check out the Tweet topic explorer here
– More information about the project and its author available here
Two to four years ago digital/social was an emerging trend on the media scene in the region. Digital agencies were springing up on the cusp of a new wave. But, they still had a lot of work to do convincing clients (and agencies) about the role of digital and, developing ways to work within existing models.
But much has changed since then.
Digital and social media is no longer just for the innovators/early adopters.
As the rush to get digital/social is now officially on, clients are no longer asking “do I need a digital campaign” but “how do I get a digital/social media strategy?” Digital is not just another ‘add on’ in the marketing mix, it has spurned a new way of working and a new marketing model.
Here are some of the topics making headlines in the last 2 days of my Twitter trend: “How To Use Twitter For Business: 5 More Incredibly Interesting Case Studies”, “Twitter: 5 Business Case Studies”, “How To Take Your Company’s #Facebook Fan Page from Zero to 40,000 Fans”.
There is a great chasm between those that know, and those who don’t. The winners will be those who embrace the new technology by getting their hands dirty. Don’t wait for others to teach you how, start to learn by doing. And soon you will find that digital/social is just a way of life.
When the lifecycle takes its course, digital will be part of the conversation we are having. And just like in other media we still need to know – our brand tone of voice, our corporate/brand spirit, the added value we offer, the cut through of our creativity, whether we are reaching our target audience and the level of engagement with our content.
Digital enables us to reach our target audience more effectively. We can be in the numerous places our audience is in (context). Digital recognizes that one person can have widely different (and sometimes contradictory) habits – based on the category they are in, their state of mind and other factors – so it can have a conversation with them in that context.
People still want to be entertained and excited. They still want to connect and communicate. Digital/social media allows them to do this (and more). People still want to read the news and know what’s going on except now, more people read (and share) the news online rather than print.
So don’t ask your agency whether you need a digital campaign or how to get one, you need to learn by doing, experiment – go out and start a conversation with your audience.
Also check out:
‘Wow, this Brand is amazing! it’s got 1,276,345 likes!’
But what’s in a ‘like’ if it is not measured against something? Currently, FB is giving people just 2 options: either to ‘Like’ or to ‘be completely indifferent’ and ‘opinion-less’. What would happen if we’re given the options to ‘like’ & ‘dislike’?
For a start, the statement above could easily change to: ‘hmm, just 1,276,345 Likes vs 10,234,456 Dislikes…might as well consider a different brand!’
Would Brands / People love, accept or deal with that? This requires a bit of courage, integrity and guts, especially when this is mostly about ‘accepting’ the truth..even if it may hurt!
Only the most truthful Brands/People would welcome such a thing. But this will mean commitment. A commitment to accept the truth, deal with it, act upon it, have the necessary conversation with the public, invest, invest and invest to reach a favorable Like / Dislike ratio.
And for Brands / people with no guts, the cheapest most cost effective alternative would be to avoid the risk, and probably start considering a more ‘Positive- feedback-selective-strategy’ Social channel.
Of course, a ‘Dislike’ option would also stop all cheap and petty tactics to earn ‘Likes’ coz at the end of the day, (and this is what I will do), these tactics would mostly lead to a ‘Dislike’ click :)
Of course, from FB’s perspective, its definitely not worth taking the risk of exposing its pages to people’s mercy and honest opinions… as this might lead to a migration to other social media…
You could have tons of research and meaningless focus groups etc…but this is simply a universal truth. Brands/People don’t like to be judged, unless its positive. And by giving the world the means to vote ‘unfavorably’, it will become harder on them to keep up and minimize their dislikes…coz that’s where the focus will be, on the dislikes rather than on the likes
So I doubt we’ll see anything like that soon…and we’ll keep on masking the truth…in a way or another.