Why Me? The Art of Social Media – Guy Kawasaki & Peg Fitzpatrick


the art of socialI was priviledged, and a little bit bewildered at the same time, when invited to review the book ‘The Art of Social Media’ by Guy Kawasaki and Peg Fitzpatrick. I had volunteered by the way, signing up to a website, but had never anticipated the fact that I may be among the frontrunners for this task.  I wasn’t sure what to think because the mighty man that is supposedly ‘Mr Social Media’ had indicated to his publishing house that I, a mere midget of a blogger, might be able to participate in its success: Why Me?  Perhaps a few thousand others are in the same position scratching thier heads wondering as to why they may have been picked.  It is probably all about geographic spread – there not many people in Switzerland writing in English or have the faintest idea who Guy Kawasaki or Peg Fitzpatick are.  It’s certainly not my writing skills that had me selected, that’s for sure (know thy weaknesses)!

As such, I have read the book and am going through it again for a second time.  I can tell you that it is an interesting read, especially if you are very much starting off and you would like to have the Social Media aspect completely aligned across all the options now available on the market.   The book is packed with ‘how-to’ information, albeit some rather common sense items, and many that reference Guy’s other business interests 😉 naughty, naughty – Nnnnno, just promotion and Social Media machinations.  Isn’t that the point of marketing?  If you are an old-timer in Social Media the book may just seem like teaching Grandma to suck eggs.  As it stands I got quite a bit out of it but it was much more helpful to my spouse, who is just starting off in this domain.  Like I said if you are starting out is is a great guide.

My journey in ‘networking’, the old term for Social Media,  & ‘marketing’ was back in the late 90s .  I spotted LinkedIn early whereupon I was around number 550 to sign-up.  When I received a thank you letter from the CEO some many years later it only made me realise what a plonker I had been not having entered into this business intrinsicly.  I have merely followed Social Media as things have come and gone.  I have Blogged and Social Media’d my way in and around a number of different topics.  In my real life I am do B2B Marketing and it is not a place that Social Media has any real benefit…No, that is not defeatist, it is the voice of a realist who has understood the merit and the place that this medium is made for.  In the industry that I cater for sales cycles are 18 months to 2 years or even longer, with extremely comlex systems-selling-scenarios.  There are no commoditised items and a small circle of companies fighting it out for the market.   Marketing and Social Media feature but the SM part is very small as we do not have enough valuable sories.  We need to be discreet and not tell the competition what we are up to.  Many of the things we do are done in order to aid customer get to the consumer.  So we facilitate Social Media in a sense just not our own directly.  What is your point?  Well Social Media seems to be about combining a plethora of systems, writing and tools that have ultimately fragmented marketing.  The Art of Social Media guides you through that admirably, developing a cohesive strategy from A to Z.

Going back to an earlier blog-piece on Social Media that I feel is relevant to the book (something that is missing in its pages) – If you have clearly and concisely used ALL of the techniques : What do you do if it does NOT work – then what?

BlackFWhat I wrote a short time ago was the following:  There are a huge amount of failures in Social Media but you do not hear much about them unless they are huge Company cock-ups.  Social Media is in the main only about success and good news stories.  Those aforementioned failures are hidden and never discussed.  There are many overly optimistic types that can turn around a failed campaign into a good enough positive to drive a success story, such is the overly exuberance of Social Media experts.  We see hundreds of thousands of people, all using the tool of self proclamation and the title of expert or guru.  In the book Guy and Peg tell us to stay away from them which is clearly contradictory, as that is what he/she is often described as – a Social Media Expert/Guru.

I have a handful of personal experiences in failed Social Media…Not because I am bad at it but because I have found that if you are in early and hit the sweet-spot you can potentially flourish; the Big Fish in a Small Sea situation – if you are only the Small Fish in a Big Sea then you know where that potentially leads – often to failure no matter how hard you try.

Let’s look at Picasso as an example (a great marketeer) … who was originally a traditional painter yet only one amongst many in his era … In order to stand out from the crowd he invented a different style (cubism) that went against the grain and the establishment.  Look where it led!  However, today there are millions upon millions more people on the planet equally talented, equally imaginative, equally trying to be different, yet the opportunity for ‘differentiation’ and inventing something new is rapidly diminishing.  Most things, styles, products have been invented and many things, which are being offered up as if they are new, are not.   It is just that people do not look deep enough or far enough back to see if their stuff is original.  For all the successes, just as for all the inventions, there is a minuscule percentage that make it.

Social Media is no exception to the ebb and flow of success and failure.  However, if at first you dont succeed then you must, if you are a true Social Media believer, try and try and yes, try again.  Get the book as and when you feel the time is right or the price is right – I personally find the price tag a little high considering this book is swimming in a sea of equally clever Social Media self-help books.  Nonetheless if you do dip in to the waters you must follow the tips, do the exercises and report back as to whether or not it helped.  That will be the measure of this book.  Not how many copies it sells, ever filling the pockets of the money-making authors (their words not mine), but just how many people actually benefit from its guidance.

The Demise of PayTV = The Demise of Internet TV Content


IMG_1707Throw out your TV – TV as we know it is dead!  There is a flourish of articles on the demise of PayTV with headlines such as ‘The Future of Television – Can Cable Survive?’ which I saw in Forbes online.  All you youngsters who claim you dont need a TV subscription because its available cheaper elsewhere will have a shock coming when the money runs out and all you are left with is re-runs of old Films, Programmes and Documentaries….All of you out there that want ‘a la carte’ – That is: ‘what-you-want-when-you-want-where-you-want’, need to know what that will mean in terms of revenue and the financing of the content arm of the media industry. Despite the age of this post it is still relevant today and it is a subject also well covered by Mark Cuban a more famous blogger than I.

39 Billion Dollars in 2010 and probably higher around 50 Billion Dollars today feeds the Content Creation industry.  If you talk about the demise of traditional PayTV you should also, in the same breath, talk about the demise of the Content industry. Please check out this very good discussion on the subject: How TV Content is Funded

 

 

‘televisionis horribilis’ – The TV Industry Bringing About the Demise of it’s Own TV Content Business


IMG_1707‘televisionis horribilis’ – 2009 – “Don’t be fooled by the technology gurus and those who would build a better mousetrap each week thus disrupting the status quo of Television. We don’t always need a lot of what is offered but unfortunately, in this day and age, we believe that in Digital TV, technologically speaking, we need to offer such complex products even down to Twitter, Google and all that other Social Media access; and even Widgets…Deployments however are struggling to make sense of the business models and technology is leapfrogging technology before chosen deployments can take place”.   I will highlight the issues, mock the troublemakers and generally comment on what the world of Digital TV is doing in the race to capture our money…because after all that is what it is all about – making money from the customers and increasing that well know acronym; ARPU.

That aforementioned piece was written in 2009 when it was clear that fragmentation and disruptive technology had been identified as the future mess that was to befall Digital TV. I did highlight issues, I did mock certain pretenders to the throne but like all modern businesses there is a desire to keep rolling along regardless of whether things are indeed required or not. In fact, during this period, fragmentation was mainly about the plethora of different transmission, middleware, security, applications and a whole swathe of other technologies for TV. It is now 5 years on with fragmentation about the only word we now hear at conferences, seminars and during interviews with TV Tech personalities. Finally! Has the penny dropped? – Well it is not quite as simple as that. Yes we have a huge fragmentation problem but it is now multi-faceted. What we have now are both technology and business model fragmentation, all mainly due to the surge in larger bandwidth offerings, cheaper memory, more powerful chips and content available just about anywhere at all; even when you buy a Starbucks [1]coffee. Fragmentation of technology is one thing and there is a lot of scrabbling about to have standards and common software principles in every sector both old and new (as there always has been)… but now the fragmentation at content level is wreaking havoc.

Yes technology fragmentation (there I said it again!) has handed the market an additional problem which is the unravelling of the TV business into individual content providers, on a provider by provider, App by App basis with some of them offering unique content. The term ‘A La Carte’ has been bandied around for many years but it has finally unfolded with Netflix, HBO, Amazon, Google, and others trying to be the unique supplier of TV content to consumers. Not entirely a la carte but not bouquets and bundles as per the payTV providers either. This week, someone was heard announcing on a UI-UEX panel at Connections Europe, that consumers have been asking for ‘What They Want -When They Want – Where They Want’, and as a result of this need has seen them abandoning traditional payTV services to achieve that. Not all of the TV industry believes in that 10 year-old made-up mantra.

The reality of ‘What I Want When I Want, Where I Want’ is quite different in different markets, especially outside of the USA where ‘Local Language, Broadcast Rights and Release Windows’ are a sport in themselves. At Connections Europe the Roku representative had the answer to our terrible TV fragmentation problem – ‘We have addressed the problem of fragmentation with Roku TV, an OTT device, which allows all content to run on a single platform’ – Dah! Dah! Well I was flabbergasted to say the least, sat there wondering if anyone at Roku has ever really been in the TV industry.   Apple TV got there first, some years ago, dear Mr. Roku and failed to be able to solve the common platform for all content issue even with their world-wide deployments. We saw them naturally defaulting to local language, an inability to provide access to a wide range of content because of the very convoluted licensing issues that abound in a complex European marketplace. iTunes default by offering up mostly the Top Ten (most popular content) … and that dear friends is perhaps a sign of things to come for all the others now entering this market.

We know that we can listen to music over and over and over again but Video Content, TV Shows, Movies etc. is a different proposition. It is in the main a single viewing experience. We want NEW and WE CANNOT WAIT and we even BINGE voraciously (well some tiny percentage do) and then we sit pensively awaiting the next show to be produced. In the meantime we have other Top Ten shows to consume and we are like sheep we all follow the masses from Walking Dead, Game of Thrones to House of Cards and Braking Bad as if there is nothing else interesting to watch. Well that is what we are led to believe by the protagonists of OTT TV who only mention these ‘hot’ shows during all discussions concerning the future of TV viewing. Gardeners World, Living Planet, The Simpsons, The 10 o’clock news never gets a mention!

In the world of TV the channels are not helping themselves much – programming is becoming unusually boring in some sectors. On certain nights in France you can see 4 to 5 same genre shows transmitted one after the other on the same channel. The average viewing time in France is a mere 3.5Hrs/day/person.   With 4 NCIS in a row you are already close to that … as is 4 episodes of Bones or 1 news, 1 quiz-show, 1 movie and perhaps another programme added to that line-up makes 4 hours easily reached.   The film could come off a VOD catalogue or a PVR not from live broadcast. So little time for all that content but such a choice! My point is that the over-abundance of channels with thousands of hours of shows, films et al cannot be consumed. Tastes are so diverse that any ‘personal’ line-up will be diverse. We also believe that everyone KNOWS what they want to watch. However if they have not seen it how will they know what it is all about? Marketing works. TV advertises forthcoming shows on TV, Magazines also, Billboards too.

So what will happen if it gets to the point that you pay ONLY for what you watch? Will we arrive at a situation whereupon we will have to re-hash the way the content is packaged – It will be impossible to please 100 million people each evening with their individual viewing packages and for a sufficient panorama of content to always satisfy all the tastes of all the people.  TV programming is a little like running a restaurant with the need to stock up the kitchen ready to serve a public who choose meals randomly from a menu ; done so that you have some control of the purchasing of ingredients and delivery process ‘n’est ce pas’? Splitting everything up into individual suppliers will quite frankly only lead to a dog’s dinner of a situation for the consumer. We also all know that ‘A La Carte’ in a Restaurant is more expensive than a ‘Set Menu’.   Imagine that you can only get a full meal by having to pay to go into each restaurant in order to have a satisfying array of limited choice. An entrance fee per restaurant – Fish from one, Meat from the other, Dessert elsewhere, Cheese in another, Wine from elsewhere. You would soon look for someone who could supply you a one-stop-shop location offering up a whole bunch of variety I would imagine. I know I would!

The debate about ‘A La Carte’ [2]and individual content suppliers always turns around a made up work at Connections – ‘recency’ i.e the most recent TV Shows and Movies without anyone considering the other content that is very heavily consumed such as News, Documentaries, Light Entertainment and many other genres. So we all clamber for the ‘Top Ten’ and the masses pay for the ‘Top Ten’ and all that other content just gets ignored or is badly served – long-tail or back-catalogue and then eventually dies away due to lack of funding…

It may be the younger generation who don’t watch TV like their parents or so we are told. There is constant scaremongering regarding cord-cutting and the millennials and their refusal to pay for content that they don’t watch; add to this the fact that they don’t want advertising either, begs the question – Who will fund content? Is the TV industry heading towards an era of ‘televisionis horribilis’.

I found this very informative piece at Variety.com (reference below for full article) … A quick aside about a la carte. If the government forced networks and distributors to offer individually priced channels at retail — yes, that could lower the total cost of someone’s bill. But the cost per channel would skyrocket (ESPN could go up to $30 per month, according to one analyst estimate), and consumers would end up paying much more for far less. A broad shift to a la carte would spell doom for many networks.

Quote reference: http://variety.com/2013/biz/news/pay-tv-prices-are-at-the-breaking-point-and-theyre-only-going-to-get-worse-1200886691/#

[1] http://www.starbucks.com/coffeehouse/wireless-internet/starbucks-digital-network

[2] http://www.rapidtvnews.com/2014112336161/ott-bundles-will-cost-as-much-or-more-than-regular-cable-subscriptions.html#axzz3Jy26uWhB

Misguided, Hysteria Driven, Social Media


Closed DoorI don’t do Hysteria Driven Social Media: I do watch the news and we have gone silent on this problem: The United States purportedly spent $2.8 billion in Haiti – in total 9 to15 Billion was gathered for this appeal… Trying to find out where this money has been spent is virtually impossible. Haiti is still a hell-hole with even the United Nations being sued for the spread of disease.

ALS unknown to me personally until people started throwing water and ice all over the place is a sad indictment of how we as human beings perceive what is the right thing to do in this complex ‘social media’ driven madness of a world. Raising awareness is one thing, but you all ‘laugh and jump about in hysterical fun’ and challenge others for more fun not because you think about the disease because it is funny to get cold and wet?  I find this concept totally bizarre considering the idea behind this ‘gage’ and the actual pain and the suffering that people, who have this and similar diseases, endure.

I am clearly not in the ALS hype camp, but I do give to local charity annually. I am clearly saddened that this distorted world is a world that does not channel funds into the right projects, projects which could help mankind in fighting all manner of disaster and health issues – including ALS, instead we throw millions into projects, at the drop of a hat, where corruption is forecasted ahead of time.  The tsunami appeal was the same and we do not search to weed out the corruption behind it. How many ALS victims could have been helped with only a small % of that wasted money. How many people should it have been helped have access to ‘clean water’ and proper sanitation in Haiti?

Sadly 360,000 people still live in the “temporary” campsites — susceptible to inclement weather, forced to cope with insufficient access to water, poor sanitary conditions and a cholera epidemic.

Like a Mexican Wave this will eventually peter out and then we will then see whether you will all donate money without being made to do so by a stupid challenge, but with an understanding and the conscious mind.  Will Social Media deliver that image – I doubt it.

#Twitter Bonkers & Nigerian Kidnapping


cropped-red_rejected_stamp_400_clr.pngWhat I would like to know is  will we now have a hashtag for every incident that occurs on the planet be it a kidnapping, murder spree or some other event that affects the human race in some shape or form or are we going to deal with these incidents realistically?  This is how this whole event should have unfolded: #event – Hundreds of Schoolgirls kidnapped by Boko Haram in Nigeria.  #nextstep – UN (or some governing body) orders orders Press BLACKOUT – #nextnextstep – We send in a multi-nation Elite Forces Group – Kill Terrorists – Rescue Girls – #PressStory then reads: Schoolgirls kidnapped in northern Nigeria by Boko Haram rescued, ALL Terrorists dead – VOILA!

Lets sort out the mess and NOT tweet nonsense and vocalise DISDAIN about it as that is just what Boko Haram wants.  Sorry #michelleobama @MichelleObama but holding a hashtag poster was just not what you should have done;  You should have told hubby @BarackObama to send in the troops.

 

TV and Twitter – #Abuse or #Banter


The Eurovision Song Contest whether you like it or not is one of those annual events that is very divisive. Some people claim it is the best three hours of television in Europe each year, others state that it is an annual cringe-fest best watched drunk with friends. In the good old days, when it was cool to do so, this mega event would have seen fervent discussion, in both the work environment and the pub, with a lot of moaning about the performance of the UK’s song. You would have no doubt heard the infamous, “La Norvege nul points” done in the best French accent regardless whether Norway was in the running to win, which actually happened back in 2009. The UK, by the way, has not won the coveted Eurovision crown since 1997. #WTF. Please excuse that Twitter expletive; it has relevance later in the piece. Finally the discussions clearly centred on the much renowned and vilified block voting practices that always make each year a hoot. This banter about TV shows is known in colloquial terms as the water-cooler moment. For many of you reading, the water-cooler discussions now centre more on scenes from Breaking Bad and House of Cards, which is hardly the same now, is it? You might say if you are a fan of the event, that the Eurovision Song Contest is clearly a form of light-entertainment that will most likely outlive the complex TV drama series for years to come.

So the wonderful Eurovision Song Contest, for the hilarity of the commentary and tongue-in-cheek moments, will remain a guilty secret pleasure for those that are afraid to engage openly on the subject with colleagues. Fear not dear reader there is a new, wider TV water-cooler way out for those who feel the need to give opinion and commentary; without coming out of the closet on Eurovision. This is Social Media. Whilst more pertinent during the show than after this new communication channel will give you access to millions of like-minded people and plenty of hearty banter. Hang on this is not quite the same I hear you cry! Well you are correct because this way of interacting changes the commentary landscape enormously. Let us explore this more. Combining Social Media Platforms with popular TV shows offers up a soapbox for wider serious commentary, hilarious banter and a whole lot of trouble. Here is an example during the Icelandic performance: @bbceurovision – He’s been Jesus in Jesus Christ Superstar. Wouldn’t Icelandic Jesus be Jesus Godsson? #eurovision. #LOL! …

 

Full Story Here: http://www.marketme.co.uk/tv-and-twitter-abuse-or-banter/