So this post is a sort of an extension to my last post about “Flipping” your Blog.
From what I can tell, video,as with web development and content management systems, has hit a consumer marketing pace that is going to change the way we (you and I and the whole marketing communications world) will communicate in the VERY near future. While writing and posting blogs and articles will be of continued value for content and SEO, I think the video enterprise of social media is going to make short work of the roadblocks facing the “non-writers” out there.
Also think of the affect video communications has on:
Instant gratification
Personal relationships
Eye contact when speaking
Professional credibility
Brand engagement
On the other hand, production, encoding, storage space and other factors will still come into play when using video over the written word.
So, what do we do? Continue to write post after post about our key subject or flip a camera on and tag the heck out of a few videos for virtually the same results.
What say you?
So on that point, I’d like to offer today’s Get-Going Groove of the Day below. I look forward to hearing (or seeing more) from you all!
Keep Cooking (great, visual engagement)!
The Brand Chef
Andrew B. Clark
As CreateWOW embarked on decorating our new office space, I sent out a tweet asking if someone new of a product or a solution to make an entire wall an erasable white board. I did get some answers, but none that I would have been comfortable with. Some required a VERY EXPENSIVE paint. Others suggested large sheets of melonite that I’d have to secure to the walls (landlord frowned on that idea). So, eventually, I gave up on the idea.
It was hard at first, because I am such a visual person, I use an easel and HUGE note pads just to flesh out illustration ideas. Imagine the space it takes to really flesh out a social media marketing campaign!
Well, yesterday, during a client planning session, I realized what my brain had been telling me for a few months now. The dry erase wall is a good idea.
A Plan Is Worth 1,000 Words:
a plan is worth 1,000 words
In a matter of minutes, the clients and I flew through sheet after sheet of pad paper and pasted them to the wall. The conversation was flowing so quickly that just keeping up with the ideas was a challenge. After we’d “Dumped” our wish list on the papers, we then, rearranged the pages and put the plan in systematic, chronological order.
PERFECT.
The clients left assured that the directives they assigned us were understood and the plan to achieve their goals was in place. Smiles. Handshakes. Pats on the back. It all seemed so simple, but without the plan up on the wall, it was just words.
Try this approach next time you’re in a planning or strategy session with your clients or coworkers. It’s a little overwhelming for the “Non-visual” people in the room, but I guarantee when they see the path ahead of them, they’ll take the next step with you without asking another question.
Have you ever seen a great NFL quarterback run to the sidelines and look into the playbook? Neither have I… So why is it that so many marketers out there are generating rote, boring plans for their clients based on “plays” they learned back in the bush leagues?
The traditional approach to marketing is too linear for today’s world. Today’s target audience is constantly moving, growing and learning new technologies. But much of the marketing we see today is still formulaic and trite, as if someone in 1976 created “The Playbook For Successful Marketing” and it’s been dogmatically followed ever since? Cold. Unfeeling. Corporate.
How ’bout I let you in on a secret…
Dogmatic playbook-marketing isn’t viable any longer. The game has changed. Sure, marketing can follow a plan / structure. Marketing can (should) have strategy. But if you think the formulaic mindset you (they) used in 1976 (or earlier for you MadMen fans) will work, you’re going to fail abjectly!
The playbooks are outdated. The systems set forth by or mentors, while still brilliant, are tired. And they (dare I say it?) are singular-minded, focusing on agency award hardware… not the client nor its community. The days of super-star agency quarterbacks in the big, Manhattan corner office are over!
Stop and look around your office (if you have one). There’s value there, you just have to see it. The biggest asset you’ll find are the actual human beings that work WITH you!
Here’s a note for our “Super-Star” marketing quarterbacks:
Marketing Has Taken A More Emotional, Community-Focused Approach
That’s what I like about social media. Adding social media to marketing has taken the ritualistic, dogma of “old school” and turned it on its ear. It allows fresh minds, the “rebels” of the community to work organically on the sidelines, changing the plays and calling options as they see the defense set up. Sure, the goal is the same – get the client’s product or service noticed and to generate actions or a purchase.
I’ll say it again. Our job is to, “… get the client’s product or service noticed and to generate actions or a purchase.”
That’s IT. No more. No less.
GOAL!
When a client brings their product or service to you, the first thing that happens to you and your team is you form an EMOTIONAL response or “Feeling” about it. Immediately, that elicits a LOGICAL action plan on how to deal with it.
STOP THERE!
Don’t pick up the “1976 Playbook For Successful Marketing.” Because I guarantee, if the client hasn’t heard the rhetoric yet, the marketplace has and you’re going to get sacked. You need to out-think the defense! Create marketing that makes people say “WOW!!” (Or something similar).
Be quicker. Be original. Be passionate. Call the option. Use a flea-flicker or the hail-Mary pass from time-to-time. It may be unexpected, but THAT’s what people respond to.
Have you seen marketing that’s disregarded all the traditional plays and succeeded? I have.
Do you have a client that needs a passionate, community-driven plan instead of the same old rhetoric? Create even a little “WOW” and they’ll see the end-zone.
Until the next huddle…
Keep Cooking (silly sports metaphors for everything),
Andrew B. Clark
The Brand Chef
Have you ever wondered how I became The Brand Chef? It’s not a story I tell often, but in a recent interview with Johnny Wright (Twitter: @unsecretshopper), better known as The UnSecret Shopper the TRUTH was revealed.
The request came out of the blue (proof of building a good personal brand), but after a few Twitter direct messages and a phone call-or-two, I decided Johnny had some great things to talk about and was very interested in learning more about The Brand Chef, marketing strategies and generally what I do… (go figure).
In 19 short minutes, we covered everything from marketing strategies, social media marketing, customer service (which Johnny is brilliant at, by the way), and we even talked a little about how I became The Brand Chef!
Here’s a link to his post of his full 1-hour show. Or you can listen to just my interview below.
Again, I’d like to thank Johnny Wright for taking the time and giving me the honor of being on his show. It was a great conversation and I look forward to hearing / seeing more from him in the future!
Keep Cooking!
Andrew B. Clark
The Brand Chef
Johnny Wright can also be heard on 1350 AM, KRNT radio in Des Moines Iowa. Every Saturday at 8 AM. Check it out!
This morning, one of my Des Moines social media cohorts wrote a post about the recent onslaught of social media companies, consultants and “Superstars” that have recently dotted our fine city. Troy Rutter hasn’t hidden his distaste for the trend of social media consultants popping up out of nowhere (here,here, and here). But in this morning’s post, he created a correlation to other markets and specifically to the hotbed of social media action that is Boston – calling names like Chris Brogan, CC Chapman andChris Penn as the benchmark to which all social media “Superstars” would be measured.
While Troy opens his post with a slight “hat tip” to the growth of Des Moines’ social media industry, he quickly jumps into a bit of a “back-handed” compliment:
“What is it about Des Moines that is a breeding ground for so-called Social Media Experts? Is it the corn? Can the city support three social media firms, and countless wannabes who think they have all the answers?
“The Des Moines social media scene is concerned more with being local leaders than global. They fight with/over each other to be the definitive “expert” while simultaneously patting each other on the back to make themselves feel good.”
And in comparison to the Bostonians:
“Maybe that’s the biggest difference. The Bostonians give back to the social media community, not really looking for their own accolades. While Des Moines experts seem bent on making a name for themselves any way they can.”
Okay, Troy, let’s talk this out objectively…
While I can’t comment on the national scene, personally, I’ve felt nothing but camaraderie and compassion from the other local social media citizens. As a matter of fact, in March of 2006, I wrote my first blog post and was immediately welcomed by Drew McLellan – a national Superstar in his own right. I’d say that was pretty encouraging.
I’m also thrilled with the growth of social media in the Des Moines area. And while I agree that Des Moines is “Saturated” with “Social Media Stars,”to compare Des Moines’ social media community to Boston’s is a bit shortsighted.
The “Stars” in Boston certainly have “street cred.”They’ve built the foundation that others all over the country (and the world) are hoping to stand on. And while people like Penn and Brogan can pull crowds and garner attention better than E.F. Hutton, setting the “Social Media Star” standard by their reputations alone is unfair to the efforts being made here in Des Moines.
A simple marketing lesson I learned years ago states (and I’m paraphrasing):
“The first to the market will define and own that market until, 1) They are knocked out of the top position by a competitor
or (and this is the bigger point), 2) Another “segment” of the market is designed for the competitors to shine.”
Brogan and the rest of the Bostonians established the “Social Media Superstar” market. So, for now, it’s theirs as defined to own and defend. And it’s entirely what they’ve built their personal and business brands on.
I say, “Genius!”
What I see Des Moines social media practitioners doing is taking a loose model of what our East Coast brethren designed and creating a niche segment within the social media marketplace that better fits our community and the Midwestern economy. We (the Midwest) don’t need superstars to swoop in and save the day. On certain levels, I think the conservative nature of our neighbors would reject that model, anyway. The business model Des Moines companies gravitate to do not tolerate “Ego,” whether it’s intentionally inflated self-worth or not. Companies like LavaRow, Catchfire and One Social Media are capitalizing on that fact and creating a new “Relational Social Media” niche to fill that need.
So, to your point, Des Moines DOES deserve recognition for the social media acumen it possesses and encourages. Definitely! Should the social media practitioners strive to be some kind of hero or super star to warrant that credibility? Hell no.
To appease your hunger for national recognition, we could cite the recent feature CNN did on regional social media and the noise being made here. Many of the people you point at in your post were linchpins in many aspects to those events.
It’s just a matter of time before this model of “Relational Social Media” to break through to a bigger, more national level. But for now these companies are providing astounding insight, customer service, education and pride for Des Moines, central Iowa and the Midwest as a whole!
With that, I ask plead with my readers. Let’s keep the conversation going.
Does Des Moines (and the Midwest in general)have the social media chutzpa that will bring us to a national and / or international light? Or do you think that we have too many “wanna-be” practitioners muddying the waters?
Back to you…
Until next time,
Keep Cooking! (’cause social media is yummy for EVERYONE!)
Andrew B. Clark
The Brand Chef
