Marketing Pilgrim Published: “Cup of Joe: Haters Gonna Hate, Are You Going To Listen?” plus 3 more |  |
- Cup of Joe: Haters Gonna Hate, Are You Going To Listen?
- Hotpot Brand Given No Stars
- Forrester Says Facebook and eCommerce Don’t Mix
- Coca-Cola VP Talks About the Keys to Social Media Success
| Cup of Joe: Haters Gonna Hate, Are You Going To Listen? Posted: 08 Apr 2011 09:05 PM PDT
Haters are all over the internet. They are in our comments, in our twitter feeds, and sometimes even in our email. If you are an online entrepreneur then you can multiply your hater count by 100! Because the truth is that haters are attracted to successful people. And at the same time, they hate successful people because they realize that success is hard work, and they aren’t cut out for it. If you are Peter Shankman, Danni Burns, or even Katt Williams (NSFW language) then you even welcome haters. I mostly couldn’t agree more… but……calling someone a hater is dismissive. It completely shuts down dialog and makes it possible to miss important feedback about yourself or your business. Now, don’t get me wrong, I am not saying that haters don’t exist. I am saying that if you fail to recognize who the real haters are, then you will be guilty of alienating yourself from those that matter. This is a real issue that I have seen community managers and entrepreneurs fail at. So here are three easy ways to spot a hater. Haters are Incoherent. Remember when you were 5 and kids used to say things like, “You’re a poopie face!” and “Eeww you have cooties!” So those types of remarks didn’t make much sense back then and they still don’t. Many times haters will resolve to naming calling and accusations that don’t make any sense. This is because their true motivation is much deeper than you, it’s something within themselves they reflect out. People that offer constructive criticism on the other hand, often use coherent thoughtful arguments to articulate their concern. These are the folks you need to listen too. Haters Don’t Listen To Reason. Many times when a company is faced with a disgruntled user online they will bend over backwards to make things right. For most this would be a settable and would appease their concerns. However haters are a different story. Their discontent doesn’t really exist with you or your company but with something missing inside themselves. There’s nothing you can do to make things better for them. Haters Don’t Sign Their Name. Have you ever noticed that the most annoying and combative commenters use a fake or generic name without a valid e-mail or URL? This is the typical signature of your garden-variety Internet troll. Haters often don’t sign their name because they don’t value their own convictions. They understand that their words can have an impact and are worried of that impact being connected back to them. However, people that believe in what they have to say proudly signed their name and include this a link back. If you are building a business online, then you need to hone your “hater vision”. Because wasting time with them can (and will) ruin you. But missing out on the wrong people is just blind arrogance that needs to be taken care of. Because it’s the ones that really care that will tell you what your doing wrong in order to make your company and the world a better place. These folks are golden. They are the exact opposite of haters, so make sure you don’t confuse the two!
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| Posted: 08 Apr 2011 08:26 PM PDT
One thing he thankfully has done is already killed the pathetically named Hotpot which was supposed to be Google's answer to local business review sites like Yelp. The product still exists but the name is gone. Thanks, Larry. From the Google blog
Google has been running city specific programs with Hotpot for a few months now and the idea is getting traction. What wasn't making sense though was having Hotpot separate from Google Places. Well, that's over and it looks like Google is starting to put together the current disparate pieces of a social strategy. Now, all we need to figure out is how +1 will mix with it all and something might be happening. Google employees are sure hoping it works since there is some bonus money riding on the social success of Google. It looks like a new era has truly begun at Google. Even the players on Google's team are changing up. Remember the whole Marissa Mayer move from search to local? The question was whether that was a demotion or not. Well, now that Jeff Huber has been named the SVP of local and commerce and Mayer is still just heading up local, it looks like some of the shine has come off Google's first female engineer after all. So we will now sit and wait to see what all of this really means as Hotpot is integrated into Google Places. In the end, all of this will only be as impactful as the general awareness by the public that all of this exists and how it works. But now that Google has become even more engineer centric you can bet it'll be as clear as an algorithm.
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| Forrester Says Facebook and eCommerce Don’t Mix Posted: 08 Apr 2011 04:37 PM PDT
The report basically states that right now Facebook is not at all effective for driving eCommerce sales.
The reason for this is obvious. People don’t go to Facebook to shop. They primarily go to catch up with friends or play games. Forrester Research analyst Sucharita Mulpuru acknowledges that people will go to a Facebook brand page and “like” it in order to get a coupon, but that’s a fleeting interest that may have no impact on future sales (except, I suppose the sale connected to the one-time coupon use.) Mulpuru makes another interesting point that never occurred to me.
Is that really a concern? I don’t deal in product sales, so perhaps it’s a bigger issue than I imagine. The report does state that companies who sell digital goods are better suited to Facebook eCommerce but where does that leave everyone else? Many people, and Facebook execs, would like you to believe that this slow rise in eCommerce is simply due to the newness of it all. If more businesses sell items on Facebook, then more people will think of Facebook as a place to shop. Really? I’m with Forrester on this one. I have a hard time seeing myself shopping via Facebook. Forget Facebook coming to mind when I want to buy a DVD or a pair of shoes. It’s a “social network.” I might go there to ask my friends what they think about a brand before I buy and I might even check out that brand’s page in hopes of finding a coupon, but that’s as far as I go. On the other hand, I’m noticing a disturbing trend whereby small companies force me to visit their Facebook page in order to get the information I need before buying. Some of this comes from Google searches, some are links from blogs where a product was mentioned, but I don’t like it. Why are people driving traffic to their Facebook pages instead of their websites? Oh, I digress. Will Facebook become a top player in the world of eCommerce. Forrester and I say no. What do you say?
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| Coca-Cola VP Talks About the Keys to Social Media Success Posted: 08 Apr 2011 02:46 PM PDT
Wendy Clark, senior VP-integrated marketing communications and capabilities at the Coca-Cola Co., gave a presentation at the AdAge Digital Conference where she talked about how social media has completely changed the game for marketers. Though she was using her own multi-billion dollar company as a reference point, much of what she said applies to marketers at every level, from individuals promoting their own talents to small businesses and on up. She talked about how over the years we've gone from delivering one message to the world, to delivering targeted variations, to the current climate where we create conversations that work two ways. She calls this new landscape, "liquid and linked." Liquid because every piece of marketing has to spread out to the very furthest communication point and linked because it all has to relate back to the core message. The conversation consists of four parts, Paid, Owned, Earned and Shared. The diagram she used in her presentation showed each element as circles that intersected at the center point. Said Clark, "No one circle will take you there any longer. You can't pay your way into greatness anymore." Owned"Owned" media are all of the resources a company owns that can be used to promote their brand. In Coca-Cola's case, it includes the cans you drink from. Millions of people see, buy and handle those cans on a daily basis, so why not use them to help communicate the brand message? She demonstrated with a slide showing Coke cans that featured summertime graphics. It's a natural connection. Coke and the summer barbeque, Coke and the beach. You may not have a fleet of trucks, vending machines or even product packaging, but what do you have that you can use to tell your story? If you mail any kind of a product to a customer are you making the most of the box? It could be a reusable box that would spread your message when your customer uses it to mail a package to a friend. It's a small thing that can make a big difference. EarnedEarned media is word of mouth and how people can be inspired to promote your brand. Clark did an experiment where she searched for the Coca-Cola tagline (using all of the major search engines so she wouldn't get caught endorsing any one) and came up with 52 pages of results. She went to the final page and looked at one of the last items. It was a link to a blog post where the author had used a variety of Coke taglines in a commentary about the Islamic holiday of Ramadan. Now that’s advertising. In another example, she showed a clever YouTube video where a young woman hears music every time she opens a bottle of Coca-cola. Clark laughed as she said, "the funny thing is, I had to get her permission to show her video in this presentation but she didn't have to ask my permission to use the trademark of the world's most powerful brand." Coca-cola isn't complaining about the use of their trademark, they're celebrating. According to Clark, there are 146 million pieces of Coca-Cola content on YouTube. Only 26 million were created by her company. The rest were created by consumers. "The days of controlling the message are absolutely over. At best you'll be invited in and you'll get to co-create and participate with consumers." In the past, creating an impression was good enough, but now, she says, it's expression over impression SharedPart of the shared media component is social listening. Clark tells a story about a man who randomly Tweeted that he wasn't feeling well and needed a brandy to make him better. The folks at Coca-Cola's VitaminWater branch Tweeted back that if the brandy doesn't work, how about a free bottle of VitaminWater? The man said sure, he got the product and Coke got the "moneyshot." A photo of the man drinking the product which he sent out to his whole network. Says Clark, Coca-Cola may have the largest group of followers on Facebook, but those followers all have networks that combined represent an even bigger potential audience. Those are the people you want to reach. Forget the "Like" button. It's all about the "Share." "It's the most critical thing. “Like” important, “Share,” more important. We have to create content that is shareable." The trickiest part of the share component is not overstepping. Says Clark,
She admits you must curate your social media pages to some extent, removing porn and spam, but beyond that, she suggests letting the community lead you where you ought to go. Social media has changed everything. "It's real time, it's 24-7, it's constantly changing. it's dramatic." To make the most of it, a marketer has to be all of those things, too. In the now, on all the time, constantly changing it up and dramaticly engaging. Do your social media efforts do all of that? If you have a half hour, I suggest you watch the full presentation through LiveStream, (Thanks AdAge) it’s worth your time. Pilgrim’s Partners: SponsoredReviews.com – Bloggers earn cash, Advertisers build buzz!
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