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Archive for the ‘competition’ Category

Call me lazy, but instead of writing something insightful for you guys today, I’m going to share some of my favorite finds from my morning’s croissant-induced online browsing.

All quotations courtesy of Pulled Quotes.

On finding out what works:

“I have no earthly idea what really works. I don’t know if it’s lunch or that powerpoint or the Christmas card I sent last year. But you know what? You have no clue what works either. I’ll keep experimenting if you will.”    –  Seth Godin


On why blogs work:

“Bloggers drive blogs, share price drives traditional media. Blogging is personal, traditional media is corporate.”    – Mark Cuban


On remembering what creativity really is:

Creativity is an act of open disobedience against the norms. Creativity is an act of courage.
–     Chris Bailey


On innovation, grabbing life by the horns, and not pissing your life away:

“Do things that are gaspworthy.”

That was one of the main messages delivered by Tom Peters, the influential business thinker and management guru, in his speech yesterday at Epsilon’s Integrated Marketing Symposium 2006 at the Quail Lodge in Carmel, CA.

Do cool stuff that make people gasp,” said Peters, who looked older and angrier than in his “In Search of Excellence Days” (the book he co-authored with Richard Waterman in 1982 that was hailed by NPR as one of the Top Business Books of the Century). “Don’t piss away your life.

He changed his speech at the last moment after having learning this week that one of his best friends has a terminal illness, Peters said.

Also noted

Innovation comes “not from market research or focus groups, but from pissed off people.

DM News


On passion and work:

“Whether you are Jack Welch or the Dalai Lama, it is dangerous not to do what you love. If you don’t have a level of passion that drives your thinking about what you’re doing day in and day out, there will be others out there who are passionate who will overtake and outrun you. People who care will take the initiative away from those who are half-hearted. So loving what you do is a competitive imperative, not simply a nice thing to have.

Knowledge @ Wharton interviews Mark Thompson and Stewart Emery, co-authors along with Jerry Porras of Success Built to Last

On retaining talent:

“One of my favorite cliches is “there is no such thing as indentured servitude”. I use that line to talk about the fact that talent can’t be bought and sold. It must be retained with something more than money.”    – Fred Wilson

So there you go. Now we’re all on the same wavelength. Have a great Monday!

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Via the SwampFox Insights blog:

“The majority of the world’s designers focus all their efforts on developing products and services exclusively for the richest 10% of the world’s customers. Nothing less than a revolution in design is needed to reach the other 90%.”

—Dr. Paul Polak, International Development Enterprises

The man has a point.

Check out this brilliant website.

A lot of people don’t think of “design” as being all that important, because our daily interactions with “design” are limited to gadgets like the iPod or the latest pair of Oakley sunglasses, or maybe a faucet or something. Maybe we think of design when it comes to cars and clothes and furniture. But smart design can also save thousands of lives every day. Yes, something as seemingly superfluous as “design” can change the world. (Starting with the first tool, taking a detour via the wheel, and fast-forwarding to the millions of things we now take for granted, like the plasma TV, the hybrid automobile, the artificial heart, and even the ubiquitous bottle of Coca Cola.

If you aren’t the humanitarian type and couldn’t care less about saving lives, bear in mind that design can also create entirely new markets. (We just talked about getting there before the herd, so your ears should be perking up just about now.)

How can smart design can create new markets? According to this article in the New York Times entitled “Design That Solves Problems for the World’s Poor” (annoying subscription required):

“A billion customers in the world, are waiting for a $2 pair of eyeglasses, a $10 solar lantern and a $100 house.”

For starters.

That’s something to think about. Not in terms of exploitation, but in terms of wealth and opportunity creation. (The development of the easy-to-use, virtually crunch-proof windup $100 laptop – specifically designed to introduce computers and the internet to 3rd world children – is probably among the most ambitious of these types of endeavors, but also a great example of how we can start to create opportunity in regions of the world in which mere survival is still the order of the day.)

While everyone else is trying to appeal to the richest 10%, maybe, just maybe, the real opportunities are elsewhere. Maybe the time to get into these markets is before they even exist. The seeds are being planted now. The herd is starting to gather. Maybe by the time the market exists and the pastures are green and lush, you’ll find yourself in the back again. Maybe you’ll kick yourself in the butt for not having made a move sooner. (History repeats itself.)

What if you could create one of the most lucrative companies of the 21st century AND save tens of thousands of lives at the same time? What if you really could be enormously successful AND help save the world all in one fell swoop? What if you could have your cake and eat it too?

In this economy, perhaps these are questions worth asking yourself – especially if you are a US or Western European manufacturing company looking for a reason to go on.

Don’t even approach the problem from a humanitarian standpoint if you don’t want to. Approach it from a business standpoint. Here’s the problem you need to solve: 90% of the planet’s population wants something that they probably can’t get very easily. All you have to do is figure out what that is, how much they’re willing to pay for it, and how to get it to them. It could be a mode of transportation. It could be a light source. It could be a sanitary product. It could be food. It could be a garment. It could be knowledge. It could be something as simple as a tougher bicycle wheel. It could be anything.

There is no single answer. There are probably thousands upon thousands. And that’s exciting.

Whatever it is, it could also have applications right here, where the richest 10% of the world population lives and eats and shops 24/7/365.

It might even be a better option than trying to become the next Google.

Food for thought.

So… what are you working on right now?

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twitter-reality

It hadn’t occurred to me until late last week, but most major brands still haven’t figured out that Twitter is the fastest social media network (dare I say channel) in existence today. Not LinkedIn, not Facebook, not their own website or corporate blog, not anything else: Twitter is it. The conversations may start or end on blogs (corporate or not), but the conversations themselves, the dialogues, the real connections happen in real time on Twitter – which is to say that more and more of the discovery, recommendations and value-building that drive incremental transactions (basis points of growth for you MBAs out there) are taking place on Twitter.

Why are these conversations important? Why should brand managers care? Because the folks currently using twitter – the folks currently recruiting the next 100 million users – are the connectors, influencers and mavens of the social media world. They don’t have to be Social media superstars like Scoble, Brogan, Kawasaki or Lemeur. They don’t have to be high profile brand spokespersons like Ford’s Scott Monty. This is the long tail, we’re talking about. This is grassroots. The same grassroots web of networks that Barack Obama’s campaign leveraged to win the 2008 US Presidential election. And that is precisely the importance of the long tail: It’s about networks and relationships. It’s about dialog and trust. The long tail is simply the digital vehicle for word-of-mouth, the stickiest limb of the marketing world, where transactions are really born. It doesn’t take a genius to realize that Twitter is quickly becoming the most effective long tail platform in history. More so than Facebook. More so than any other single digital Social Media tool.

To put the importance and effectiveness of Twitter in perspective for you, take a step back and stop thinking about it as an internet tool. In other words, stop thinking of Twitter as something people interface with on their laptops and PCs. Twitter is on people’s mobile devices as well. That’s right: The conversations and interactions continue outside of the office. They take place at the mall, in the car, at the coffee shop, on the sidewalk and at parties. Twitter isn’t just on a desk, it’s literally in people’s hands. 24/7/365.

The billboard, folks, is now in people’s pockets, on their belt, in their purse, and it gets to ask them questions and make suggestions all day long.

Yet, there still seems to be some discussion as to whether or not “brands” should start using Twitter at all.

Fascinating.

I find the question as elementary as “should soldiers be taught how to fire a rifle?” or “should lifeguards be required to be good swimmers?”

Read Mark Drapeau’s Do Brands belong on Twitter? and Jeremiah Owyang’s Why Brands Are Unsuccessful on Twitter.

The answer to Mark’s question is “of course.” The answer to Jeremiah’s rhetorical question is “because most brands aren’t even there yet,” although he seems to cover that quite well in his own post.

The thing is, some brand have embraced the Twitter “experiment” and are doing quite well. Several of them are listed below, and by clicking on their name, you will get a chance to see exactly how they are leveraging the tool. Will some make mistakes? Maybe. Probably. But that’s okay. Live and learn. At least, they are engaging us, their public, which has a dual effect: Broadening their reach, and deepening their connection with us – the consumers. As a Twitter user, just knowing that The North Face has a genuine Twitter presence makes the brand more appealing to me. Somehow, it seems to fit in with my lifestyle a little better than before, when I saw it simply as another drop in the brand name ocean. Same with Jet Blue. Same with Whole Foods. Same with Starbucks.

Locally, Liquid Highway has managed to market itself so well to Twitter users that they in turn used their influence to give their business a hefty boost outside of the twittersphere. The cost of recruiting the same amount of net new customers and then retaining them somehow through traditional media marketing and promotions would have been hefty and probably short in returns. Their Twitter strategy achieved in weeks and for almost no cost at all what a traditional media strategy would have taken months and tens of thousands of dollars, perhaps with less success.

Fact: Brands that tweet – large or small – have an advantage over brands that don’t. Period.

Even without the Twitter kinship element I just mentioned (The whole North Face thing), the very act of using Twitter as a channel to inform the public as to press releases, events, news stories and promotions would be better than not being there at all. Social media purists may shake their fists at CNN and WSJ for broadcasting rather than engaging, but in the end, Twitter can be used in a variety of ways. Not every brand needs to generate buzz of “engage”. I wish it were so, and in an ideal world, yes, all brands should strive to seek a deeper connection with their audience, but that isn’t always the priority.

In light of this basic realization, simply standing on the sidelines of a channel of Twitter’s potential magnitude without at least testing its waters seems completely absurd, especially when all data points to the fact that traditional advertising channels are losing their effectiveness.

And especially as marketing budgets are getting serious buzz cuts. (No pun intended.)

Twitter, along with other key social media platforms and channels, thus makes sense. Yet here we are, with only a small fraction of major brands actually getting involved. Curious. To illustrate the state of things, I have put together a quick list of some of the most obvious brands I could think of and went on Twitter to see if they were there. The results may surprise you. This is what I found:

Major Brands which have picked up on the importance of a) Twitter and/or b) customer engagement as a whole:

A sampling of major brands with a presence on Twitter:

Whole Foods

Starbucks

The North Face

IKEA (Not actually an IKEA-managed account. Evidently, this little project is 100% fan-created. Even more impressive on so many levels!)

Jet Blue

The Wall Street Journal

Trader Joe’s

Ford (Ironically, Ford is also in the highjacked category. Look for the “*”)

Correction: Ford’s Scott Monty explains how Ford is getting into the Twittersphere a little more formally in the comment section.

Triathlete Magazine

Fast Company

CNN

Dunkin Donuts

Zappos

The Home Depot

Kodak (Just added. @Kodak looks like it is occupied by a squatter but @kodakCB is live and rocking it. Also browse the comments section for more Kodak execs’ Twitter info. Thanks, Jenny!)

Southwest Airlines (Just added.)

WOMMA (also just added.)

Hertz (also just added.) This is not Hertz’ main brand connector though, but its new ‘Connect’ service. Pretty cool concept.

Microsoft’s Windows Mobile team in the US and in Australia, for starters.

Baskin Robbins (late add as well.)

GM Trucks (Brand new. Still has that new truck smell.)

Molson (the beer) has a whole team of Tweets: @Moffat, @MolsonFerg, @toniahammer, @molsonbryan.

These are the companies that get it. They tend to fall into two categories: The first (Whole Foods, IKEA, Jet Blue) actually engage with their followers/customers/fans on a personal level. These companies use Twitter as a true social platform. They talk, their audience listens. The audience talks, they listen. It’s nice and it works.. The second category (CNN and WSJ) use Twitter purely as a broadcast channel. While purists will frown at broadcast strategies being used in social media, it works for these types of outlets. (One more channel is one more channel.) What might get missed via overflowing RSS readers might not via an active channel like Twitter.)

Take some time to monitor the flow of conversations happening at The North Face, Ikea and Jet Blue. This is the model most companies should hope to adopt.

A very small sampling of major brands with a footprint on Twitter but not much activity:

Harley Davidson

Apple’s iPhone

GU

Air Canada (just added)

West Jet (just added)

Zellers (just added)

At least, some brands appear to see the value of claiming their Twitter footprint, even if they haven’t quite figured out what to do with Twitter yet. Not great, but still way ahead of the curve. You have to start somewhere.

Major Brands which, strangely, have yet to hop on the Twitter Train:

And now, the really scary part of this post. Below is a sampling of major brands with no active presence on twitter (or at least none that I could find as of Dec 14, 2008):

Coca Cola

Pepsi

NBC

Colgate

Chevrolet

Gatorade

Visa

Mastercard

Sears

3M

Kodak (See the ‘good’ list above for Kodak’s real Twitter info.)

Home Depot
Update: My bad – The Home Depot actually has a presence on Twitter. Look for them in the “good section of this post (above). 😉

Mitsubishi

Toyota

Audi

Microsoft (though some teams dohave twitter accounts – see “good” group above)

Lysol

Windex (Come on!!! No Windex? Didn’t you guys see “My Big Fat Greek Wedding?”)

Verizon

Jeep

Kenneth Cole

Adidas

Budweiser

Jiffy Lube

Crocs

Land-Rover

How many millions, tens of millions, hundreds of millions of dollars spent on marketing and advertising, on pull and push strategies, on websites and microsites and blogs, on promotions and coupons and direct marketing, on sports sponsorships, on the brightest and the best marketing minds money can buy, only to completely ignore Twitter? Really? What happened to customer engagement? What happened to connecting with your audience? What happened to Word of Mouth? What happened to common sense? You mean to tell me that no one at any of these companies thought it would be wise to at least take a look at Twitter? To – perhaps at the very least – claim their brand footprint and establish an official presence, if only to make sure that no one else will usurp their brand?

Speaking of which, below is a sampling of major brands whose Twitter footprints have already been hijacked (voluntarily or not) by individuals or companies which have nothing to do with them. This is a total and utter brand management FAIL. Disney, instead hiring an online community manager tasked with creating a Twitter presence for fans of its parks, cruises and other properties allowed an enterprising young lady by the name of Cheri Thomas to use the Twitter handle @disney to promote her website: cheridreams.com. (Great for Cheri, but not so great for the entertainment giant.) How things like this happen is beyond me. Some of the examples on this list are more entertaining than others:

Disney

Nike

Snickers

Sharpie

Levi’s

Crayola

Tropicana

Nivea

Hummer

Ford* (http://www.twitter.com/ford is obviously not Ford. Curious since @ScottMonty, head of Ford Social Media is one of the most followed accounts on Twitter. Oversight?) As mentioned above, check out the comment section for an update from Ford’s Scott Monty. Good stuff.

McDonald’s

Burger King

Evian

Casio

Wal-Mart

Kmart

Staples

American Express/Amex

Mattel

Nikon

Yamaha

Reebok

sony

DKNY

Nokia

Doritos

Vicks

Ironman (Triathlon)

All of these brands have had their name taken over by a person or other company on Twitter. Most probably don’t even realize it. Those that do probably have their lawyers scratching their heads trying to figure out how to deal with the problem, which probably won’t be cheap to resolve – and in turn won’t give these companies much incentive to enter the Twittersphere. Well played.

The damage being done to brands on Twitter via these “hijackings” may not ever overshadow the breadth of missed opportunities, but either way, being an absentee brand landlord on a wildly popular and exploding community platform like Twitter doesn’t look very good. “Asleep at the wheel” is the image that comes to mind, and that, my friends, is not the type of reputation I would like to build for myself as a brand manager.

Is it truly so difficult for major brands afford to pay at least one person to manage their digital presence? A community manager? An “online” community manager, even? A head of social media of some sort? If my realtor thought to do it, why not Pepsi? If the church down the street thought to do it, why not Nike? If my local news channel thought to do it, why not Nikon, Nokia or Canon?

The questions that I leave for all of you to ponder – and hopefully answer here today – are where do we go from here? How do we help major brands get into social media properly, meaning in a way that benefits us all (them and us alike)? And ultimately, should we even try? Many of us tend to focus on smaller, savvier, hungrier emerging brands because they move faster and truly embrace the potential of social media. If major brands can’t figure out for themselves that they should get into the game, is our time really best spent trying to talk them into it?

What do you think?

Have a great Monday, everyone. 🙂

Update: Check out this fantastic post by Erik Heels which outlines the problem of cybersquatting as it relates to Twitter, and also provides a further list of which of the world’s Top 100 brands are on Twitter as of 8 January 2009 (or rather which 93 haven’t yet caught on). Click here for the post.

Update: Check out this post outlining the same problem in Australia: Click here.

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