Deborah Schultz

Fresh features are in the air..

Shout out to my gang at Typepad for doing a brilliant job on the latest release.  Having been behind the scenes for many a "push", I know how hard these guys work on 'getting it right' and ensuring the new features make sense. Usability and ease of use is always a top priority.  Personally, I am especially greatful for the super simple integration with Technorati tags. Kudos!

And speaking of Technorati, here's wishing Happy Birthday to the green team!  The gang there has obviously been hunkered down as well and launched a new redesign and interface to celebrate the day.  The major rollout plays off the inherent social networking features of the system and does make it easier to follow the buzz.

[Note to Dave and Kevin: so now that the rollout is complete, I trust you will get started on my "secret feature request"...]

Brought to you by the letter "e"

This must read, rare interview with the letter "e" provides a bit of insight into what the darling letter of the dot-com boom has been up to since his sudden disappearance in 2000. 

Unfortunately, "e" remains vague about the possibility of a comeback anytime in the near future.  Additionally, a passing mention of the recent market dominance of "o" does nothing to quell hopes that he is starting to feel a bit of the old competitive spirit and may indeed flex his muscles for another round (once he get his land-legs back).

I was also hoping he would address the ongoing rumor of a recent break-up with long-time partner "a" and dalliances with the notorious "r".

Alas, he leaves this "fan of e" and single gals everywhere still pining away, awaiting his next move.

Egg on You - "Intrusive"

Yes, CBS will be advertising their fall line-up on eggs.  They have gotten a lot of press about it - good and bad. I applaud their efforts to do something different.  It is inventive, but so what? 

What really caught my eye in the New York Times article was this quote by George Schweitzer, president of the CBS marketing group,

"The best thing about the egg concept was its intrusiveness. “You can’t avoid it,” he said.

Sorry George - you are missing the point. 

You are just replacing one intrusive medium (TV ads) for another.  You can do better.  There goes that last 20% rule again [rule #6] - you were thinking creatively but didn't go far enough.  Now , I am not familiar with the CBS line-up, but I am sure for the money they are paying for the egg-brigade,  they could have banded together another interesting promo utilizing fans of existing shows that would get  people participating and involved in actually watching the shows.  I will admit they got some good pr out of it - but not sure if that will transfer to any market share growth.

Also, the article points out that as makers of the technology,

"EggFusion sees it, consumers look at a single egg shells at least a few times: when they open a carton in the store to see if any eggs are cracked, if they transfer them from the carton to the refrigerator, and when they crack them open".

Uh, unless I am missing something, eggs are placed in packages vertically and the promos are placed on the side of the egg horizontally (see photo).  I am not going to see that promo more than once --right after I crack it open, bleary eyed for Sunday morning breakfast.

Yup - the devil is in the details [rule # 8].

Technorati tags: Media, Advertising, Community Marketing, Marketing, Web 2.0

Continuing on a theme..Happy Ugly

Once again Ze Frank thinks so we don't have to.  I love Ze's stuff. He has been doing the viral, user-generated stuff before it hit the pages of Business Week and before the tools were as accesible as they are today.   

He makes me smile. He is wise.  He is generous. [Back in 2002, he graciously created a great video  for The Downtown Info Center - a community center and website I developed after 9-11.] 

the show with zefrank [direct link]

Bonus archived Ze bit entitled client communications.  It wil resonate with anyone who communicates.  And also plays nicely off of advergirl's recent post.

[Note to any client or potential client or potential boss - this resonates with me hypothetically, of course]

"But, why aren't we on MySpace?"

For anyone who has ever sat in one of those 'creative brainstorming' sessions between a Big Agency and a Big Client, this post is just too dead on and too perfect.  I have been in that meeting--more than once.  I am definitely having flashbacks to 1998.  Way to go advergirl!

More 'scenario' posts.... please.

[Thanks to Ben and Jackie - again]

In a Hugh kinda mood

I have always loved Hugh's stuff. Plus, he is a marketing genius. 

Lately, I just can't get enough.  Must be missing home (the snarky NYC vibe). Yeah that must be it.

For those unfamiliar - the man has a way of cutting through the crap - in business and life. A must read to keep you sane.

Why social media matters..

Future lab asks,

"Would any big company recognize .5% of their market-share disappearing?"

.....

What if I said that was the best, most passionate, most creative, most talented most vocal, most evangelical .5% of their customers leaving, to go and create something amazing with another company? A company so small you’ve never heard of it, and won’t until it’s big enough to eat your lunch.

Read more here.

Thanks Ryan for the tip.

The law of two feet...

The law of two feet, originally uploaded by debs.

From the board at Mashup Camp.  For those of you who may not be in the midst of this current trend.  The impact of social networking on creativity and business has manifested itself in something called "participatory conferences" or 'unconferences'.  The San Jose Mercury news even covered the event. These gatherings take their cues from Open Space meetings, and are real world representations of the power of communities and the 'network'.

 You may be asking - why do I care if a bunch of geeks get together in a room to create more geek stuff? It is not the what but the how that is so important.  As businesses try to understand this new world of social networks and community marketing, I would suggest they take some cues from the practices of these communities to build loyalty and passionate customer's.

Technorati tags: Social Media, Social Networks,Community Marketing, Social Software, Marketing, Unconference, Participatory Conference,Web 2.0

 

Top ten community marketing phrases I find myself repeating over and over

In today's frenzied social media/live web/community marketing environment I find myself repeating the same phrases over and over.   

Here is my latest Top Ten List of the most popular. I would love it if you would post, link, comment or trackback to yours.  I will gather them all and collect in one post next week.

10. Yes, but why do I care?
9.   I’m sorry but your product/company/feature does not make me go “aHA”, “cool”, “I want that”..yet.
8.  Yes, it’s hard, but the devil is in the details.
7. Have you asked your customer’s what they want?
6. The last 20% effort is when things get really interesting?
5. No, real evangelism, buzz and community cannot be manufactured out of thin air.
4. Cultivating impassioned customers for sustainable growth actually takes time.
3. Because they are your customers – you serve them you are developing products for their use.
2. It's a relationship, and relationships take work.
1. Why are you so afraid of your customer’s?

Technorati tags: Social Media, Community Marketing", Social Software, Marketing, Web 2.0