positive disruption by: Tom Martin | New Orleans based Social Media Consultant

Thirsty Thursday of Knowledge - Test Driving Your Way To More Sales

Tweet We talk a lot about how marketing can help you sell more products...but at the end of the day, it's the product that sells the product.

Let me explain what I mean and why you might want to listen.

Last night I finally broke down and became a Netflix customer via their on-demand streaming $7.99 a month membership. Long story short, I needed the ability for my 8yr old to be able to watch a movie at my office while we worked on his Christmas gift for my wife. I haven't hooked up cable or DirecTV yet, so I needed either a DVD or streaming. The idea of unhooking a DVD player from my house and rehooking at my office didn't sound like fun so my son suggested Netflix.

I have to say I am frankly amazed and a convert. I also think I just saw the future of video entertainment and it's decidely multi-device, on-demand and smart. With Netflix, I just ordered a movie on my iPhone, jacked the iPhone to my TV in my office and presto - instant Iron Man movie. We finished the Christmas gift and there was still 10 minutes in the movie but it was getting late so we just unjacked the iPhone from the TV and headed home. As we lost Wifi the movie stopped. I told my son to give it a few minutes and then click the play button. He did and presto, the movie began streaming right where we left off -- streaming via 3G connection and the picture was still good. Think about that for your next long drive. He finished the movie and selected another on the drive home.

Once we got home, I needed my phone to make a call so he simply picked up the iPad, logged into Netflix from there and picked up watching his second movie right where he left off on the iPhone. Even better, when I was done I decided to play a bit and grabbed the iPad from him to explore. No worries though, he just picked up his iTouch, logged in and got right back on his movie. I meanwhile found something I wanted to watch and started watching via the iPad. That's right, we were BOTH streaming movies on demand at the same time. Again, if you're a parent with lots of kids -- think about that ability.

Now on the downside, a lot of the really good movies are not available on-demand, you have to pay $2 more to get the DVD membership, but there is still plenty of good stuff on the stream only side.

The point to all of this is that I've seen more Netflix advertising, online advertising and stories about Netflix than I care to remember. It was never compelling enough to make me buy.

It wasn't until I had a unique need that Netflix streaming fulfilled that I truly considered. Then, their 30 day free trial gave me permission to experience the product. After that, I was so blown away by the product benefit vs monthly cost that the purchase decision was a no brainer. Which means, at the end of the day, if you really want to be successful, have a great friggin, write home to mamma kind of product and give folks an easy way to test drive it. If you do that, the rest should take care of itself.

But that's just my POV.... what do you think?

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Are you creating signal or just noise?

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It really pains me to see brands and social media experts pimping for tweets, use of hashtag or RT's.

Sure, if you're a young social media brand with no fans or followers, I can see where this strategy makes sense. As I've said in the past, I do think social media numbers matter, regardless of the current politically correct viewpoint.

But at some point, your social media strategy has to evolve beyond growing your audience. So it saddened me yesterday to see a brand that I personally like and respect pimping for RT's. It's not like this brand needs more followers for social media to be an effective channel. It has thousands on Twitter and 10's of thousands on Facebook. But yet, instead of engaging, sharing really awesome content or some other natural way of interacting... or dear no, trying to create commerce, the brand's Twitter handle was trying to create conversation by begging its followers for RT's. Yes, that's in italics for a reason.

They may create conversation but it won't be real conversation. Sure it will show up on their social media reports, it will make their efforts appear effective and the brand manager or social media consultant behind the Twitter/FB handles will use the data to say what an effective job they are doing... but the truth is, they're just creating noise.

Contrary to how this post may seem, it's not a rant. It's a plea.

If you make the social media decisions for your company or brand, please stop focusing on whether or not your social media team/agency can drive fan/follower growth. If you're looking to hire an agency, consultant or internal employee to manage your social media effort in 2011, go beyond the obvious ability to create noise.

Instead, focus on their ability to create signal. Signal is that online conversation that drives awareness, preference, advocacy and sales of your brand. Look for creativity and the ability to do new things with old tools. Look for folks that can integrate social media strategy with overarching marketing strategy. Then have a conversation of you own via phone or better face-to-face. Ask a few pointed questions. Ask them for some initial thoughts about your brand and what they may or may not think appropriate social media wise going forward. Listen to their answers. Listen for three key items:

1) Do they seem to know/understand your brand and it's target audience?

2) Do they seem to understand the underlying technology of social media -- the platforms and tools?

3) Do they seem to understand how to creatively leverage digital conversations to create awareness, preference, advocacy and sales of your brand?

If you can say yes to all three -- hire them on the spot. Work out the cost later. Chances are, they'll more than be worth the money.

But that's my two cents...what do you think?

 

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Thirsty Thursday of Knowledge - Creating a Branded Microcontent Digital Magazine

 

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I've been exploring all the fun, cool and useful apps on my new iPad and last week one really caught my eye. That app, Flipboard has been getting a lot of props in the digital and social media world of late. And honestly, while it's an ok way to consume my social media profiles (like Twitter) I'm not a real fan. I still like seeing the platforms the way they were meant to be seen, but hey to each his own right?

What I have found really interesting about Flipboard, and what I talk about and demonstrate in the video above is how Flipbaord is working with brands (media brands for the time being) to create custom digital magazines published via the brand's Twitter stream.

Basically, the brand's tweets, which contain a bit.ly link to the full article, are being custom formatted by Flipboard to appear much like a magazine - complete with interactive ads. It's really very cool.

More importantly, if Flipboard can ever make this technology available (at an affordable price) to any brand or person, they could give brands a vehicle to create customized MicroContent. To me, MicroContent is going to play a major role in brand marketing over the next few years.

But hey, don't take my word for it... check out the video and then let me know what you think the coments section, ok?

 

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Looking for a few smart brands

Tweet As I finish up 2010 and look forward to 2011, I'm planning a couple of interesting social media, digital and mobile experiments. I think they will all be quite interesting and generate a ton of good insight and information, but they aren't free. There are hard costs to pay and soft costs (my wife likes when I bring home a paycheck) so I'm looking for a few smart, inquisitive brands that believe low-cost experimentation with new technology is the key to leapfrogging the competition.

Here is an quick overview of two of the experiments - both launching in 1Q11. If you're a brand that wants to get an edge in 2011 without breaking the bank, and you'd like to learn more about either of these projects, contact me at ConverseDigital [at] gmail [dot] com.

Talking With Tom
What if you could create, launch and manage a 52-week social media campaign featuring 50-60 of the leading voices in the digital space sharing what they think is coming next? And what if that entire social media campaign was a video blog that is shot, edited and published all from an iPhone?

What could you learn about creating content on a low budget? What could you learn about social content distribution? What could you learn about the type of content your fans/followers prefer? And most importantly, what kind of conversation(s) could you create and engage in as a result of sharing a treasuretrove of free information with the digital world?

That's the goal of our my Talking With Tom project. I want to see if I can really produce a 52-week vBlog with nothing other than my iPhone. So far, the beta test says I can... and I've lined up an incredible group of folks that have agreed to share their thoughts on What's Next. Folks like Jay Baer, Greg Cangialosi, Jason Falls, Chris Brogan and others have agreed to give me a few minutes and few thoughts. So starting in January, I'll release one video per week at TalkingWithTom.com.

Thankfully the Fairmont Hotel Group has agreed to give me rooms to sleep in when I'm in cities where they have properties, but I still need to get to/from those places and eat. So, I'm looking for one or two other partner brands that want to experiment with this space and learn what works and what doesn't, before their competition does. Is that you? If so, let's talk about working together. I'd love an airline (hint hint American) or just a brand that wants to play along and help select some of the folks we'll interview. I've got about half of the interviews committed but still have to ID and lock down the other half. And even if you're not a brand that wants to play, let me know if there is anyone in particiular you'd like me to interview and I'll see if I can get them to agree!

 

QR Codes in Tourism
I'm betting these little black and white babies can change tourism in a big way. I've done a number of QR code marketing experiments, but now it's time to take the technology out of a lab environment and subject it to a real world live fire demonstration.

So I need a CVB or a DMO organiztion that wants to put a little of their 2011 marketing budget into getting ahead of their competitive set. Specifically, I want to test QR codes throughout the tourism purchase cycle. From acquistion to booking to in-market applications. I'm convinced there is gold in those codes and the first destination that figures it out is going to get a big leg up on the competition. So, will it be you? Again, if your a CVB or a DMO that is interested in learning more, let's talk about working together.

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I've also got a few projects that I'm not ready to share publicly. But if you're in the liquor world and you'd like to experiment with a plug & play, local market level Cause Marketing program -- man do we need to talk. I've got just the ticket for you.

So that's it for now...would love to hear from a few good brands... and from you. What do you think about the experiments? Who would you like me to interview for Talking With Tom? And what, if anything, would you be interested in learning about where QR Codes are concerned?

Let me know.

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photo by kevindooley

9 Things I learned Testing The Livestream/Facebook Integration

Tweet I've been looking for a good way to incorporate livestreaming video into my Facebook Professional Speaker Fan page. The page, Tom Martin Talks is where I post reviews, etc., so that prospective companies or organizations that are looking to hire professional speakers for their events or to hose workshops at their companies can find me, see reviews of my talks and reach out and say hello.

So, I've been looking for a way to stream live talks directly via the page and was very excited when I got an email telling me Livestream had integrated with Facebook. You may recall, Livestream is the platform I used for my 2010 Mardi Gras Social Media Brand Perception Study project. As you know, I'm also quite a fan of launching small marketing experiments to learn first hand what works and what doesn't. To this end, I presented a 15 minute replay of my Why Advertising Will Never Light Your Customer's Fire talk that I gave at TribeCon in October.

So, what did I learn? A lot. Here goes... and if anyone out there has also experimented with the Livestream plug in for Facebook, please let me know what you learned via the comments please.

First the positive

1. To be safe you have to start your broadcast early -- luckily for you Livestream does give you a simple one-click way to share your screen, or a portion of it instead of the live video stream. They also let you mute your audio. I loved this feature. Basically I just created a Keynote title card and muted the sound... that way folks joining could know they were in the livestream but I didn't have to go on right at 11a, which allowed for stragglers to come aboard. Very, very cool feature.
2. If you've never used Livestream, it's quite easy to set up and activate. In the past, I've used the webcaster and I think for my next stream I may try that. I'm pretty sure you can't do the screen share piece noted above but maybe the stream frame rate (FPS) would be better? Not sure, just know in the past I haven't had the audio/video sync issues noted below.
3. There is an embedded FB chat capability, which we didn't test. I did however have a few folks say they would have loved to do that, especially to chat directly to me -- sort of a Q&A if you will. This would have made it more 2-way vs 1-way. 
4. Automatically archieves the video and gives you the ability to download it as a standalone, editable video file for use elsewhere.
5. I got a 10% lift in fans on my fan page (you had to like the page to view the stream) and I got a nice lift in Twitter traffic today with folks kindly sharing the link to the livestream

 Now for the negative

1. I used the Procaster download because it promised better audio video quality. Sadly, more than a few folks emailed/tweeted me that the audio and video where choppy or out of sync. One of the great things about Livestream is that it automatically archives a copy of the talk for you and let's you download it. But as noted in here, the audio/video sync is horrible so it's basically unusable video.
2. For whatever reason, the video was uploading at 11 FPS (frames per second), which I noticed during the presentation but there isn't any way to change it so I had to just hope for the best.
3. There was a bit of poetic irony during my talk -- I was talking about how advertising won't light your customer's fire because it is interruptive vs invitation... as I'm talking, ads are popping up in the feed, in some cases totally covering up me and muting the audio. Again, a few folks let me know this happened to them and they thought it really destroyed the overall effect.
4. The video stream seems to lagg behind real-time by about a minute. We noticed this in our original demo tests here at Converse Digital and again on Friday. What made it especially bad on Friday was that I finished my talk and then clicked stop. Which stopped the feed but what I didn't know, is that it litterally stopped the feed -- which meant the last minute of my talk was cut off. I figured it would continue to stream the last minute until the lag caught up with reality. Note to self: next time, finish and ensure someone else is monitoring the stream and gives you the heads up that it finished before you shut down the stream.

Marketing Implications of the Experiement

Overall, my jury is still out. Like I said, I've had good exeriences with video/audio quality when using Livestream in the past but today was just terrible and now, because I can't use the archive footage, it's a double negative.

The ads are way too intrusive. Unfortunately for me, and likely a lot of smaller brands, the entry level is $350 month or $3,500 a year (if you pay annually) and that may be a bit of stretch for what is likely coming from an R&D budget. Livestream, like many other technology platforms need to figure out a way to develop better onboarding pricing strategies. Especially if they want to reach the masses.

There is a lot more to this opportunity than I'm able to cover here... to really understand the power of embedded livestreaming in your Facebook page, I'd really need to upgrade to a pro plan with all the bells and whistles. This would include more control over branding, quality of stream and best of all - access to analytics, which as I recall were quite good.

So that's what we learned today... let me know what you think. And if you've learned anything playing with this technology on your own, share that too?

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Thirsty Thursday of Knowledge - What Should Hospitals Tweet Edition

Over the last few weeks I've had a slew of meetings with hospitals that either are already or planning to move into social media. In each and every case, the conversation was largely the same. There were a lot of questions about WHAT content to share and HOW to structure that content. Basically, hospitals seem to be struggline with the creation of a relevant content marketing strategy that falls within the HIPPA Guidelines.

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So I did what I always do. I turned to Twitter and asked a simple question -- see pic. From that I received a host of answers. And what did I learn? 

First, look at how many responses I received in just a few hours. 25 responses. Now some of the folks did send more than one tweet back, but even so, still more than 20 folks took a second to tell me what they'd like to hear from a hopital. I've no doubt that if I ran that question a few more days, I'd easily get to 100 responses.

Second, if you look at the responses below, you'll see they begin to fall into a few buckets. Some of those buckets like Medical Information are quite obvious. But others, like Consumer Convenience (see elizabethshelby, ILTA_AD_NEWS, and ldlow's tweets) are less obvious but after you consider them, totally make sense. Most of us don't go to the hospital every day, so little things like where to park, gift shop hours, dining (onsite and offsite) options are things we certainly would find unfamiliar. But when we're in the moment, those are the things that matter because they can add stress to what is often already a stressful event. So if you're a hospital, here is what your customers want to hear about -- in no particular order.

KBHouston: @tommartin Updates on health related news, prevention advice, cutting edge research breakthroughs

AuraFedora: @tommartin Seasonally appropriate "every day" tips. What to do in certain kinds of emergencies & community info (health classes, etc)

andrewk: @tommartin New technology. Particularly interesting success stories. Discount codes for bypass surgeries.

LevelTen_Colin: @tommartin preventative care tips.

jazambos @TomMartin saw Bootcamp open to the public advertised at my local hosp and anything else fitness related

jccjhiggins @TomMartin ER wait time once an hour, maybe, I would think seasonal tips in health... like this time of the year, flu and cold related.

ktroia @TomMartin wait time in the ER, vaccine avail, classes & new srvcs.

emilytxk Outbreak info (flu & such), Wellness tips, Med term translations

claudiabia @TomMartin I would think seasonal tips in health... like this time of the year, flu and cold related.

dartdog @TomMartin I think Doc hosp drug cos and Ins co's sb required to have published easily accessible price lists

philbyers @TomMartin Inspiring stories of survival thanks to patient spirit + talented doctors. Also - photos from operations.

milanocookie @TomMartin relevant/seasonal health tips & community/hospital events taking place.

elizabethshelby @TomMartin Info. of general interest: additions to services, flower delivery information, encouraging words, tips to make visiting easier.

RobWAnderson @TomMartin By the way, from my perspective, I'd like links to multimedia on new tech/procedures or live Q&A w/ experts.

AuraFedora @tommartin Seasonally appropriate "every day" tips. What to do in certain kinds of emergencies & community info (health classes, etc)

Marc_Meyer @TomMartin flu shot, h1n1 type of notifications

TeecycleTim @SueSpaight @TomMartin Kind of funny that I saw this tweet right after @Aurora_Health, which always tweets helpful health info.

andrewk @tommartin New technology. Particularly interesting success stories. Discount codes for bypass surgeries.

ILTA_AD_NEWS @TomMartin I'm thinking entrances that may be blocked or re-routed for construction. Pregnant woman don't want to go in the wrong way!

unhatched @LevelTen_Colin @tommartin but seriously, basic health and hygiene tips, awards and achievements, charity work, etc.

katiecook @TomMartin Austin's largest hospital networks is on twitter: http://bit.ly/fQpWom I follow their baby focused one...

Hilibofas @TomMartin cool emergencies and wait times

LevelTen_Colin @tommartin preventative care tips.

ldlow @TomMartin: health, parking, dining tips

chrisboudy @TomMartin health care tips & community events they put on

and my personal favoriate because it shows consumers do appreciate hospitals engaging with them...

TeecycleTim @SueSpaight @TomMartin It was also very cool when @Aurora_Health congratulated us after @teecycleclara was born at their hospital.

But don't think this post is just for hospitals. Sure the information above is hospital centric, but the idea behind this -- asking folks what they want to hear about -- is valid for any product, brand or company. If you're strugling with WHAT to do content wise, just ask. You might be surprised at what you'll get back.

Don't have a lot of followers on your Twitter handle or Facebook page or don't want to unduly influece the reponses, no worries. Go find any number of social media leaders with large followings. Many of them, especially the social media consultants, would likely welcome an overture from you asking if they'd ping their followers and ask on your behalf. To be fair, you might want to compensate them for the time, effort and willingness to let you benefit from the time and effort they've put into creating that large, loyal following. But honestly, it will be the cheapest consmer research you ever field.

So, as I'm hoping we might get the eye of a few hospitals on this post... what would you want a hospital to tweet about? And more importantly, what is the ONE THING content wise that would make a hospital twitter account a MUST READ for you?

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Case Study Results of my QR Code-Mobile Experiment

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I've been spending a lot of time lately investigating and writing about the role of QR codes in marketing. A  few weeks ago I continued my experimentation with QR codes, especially with scanable QR clothing, but added in a promotion angle combined with a mobile friendly micro-site and mobile friendly registration site.

Here are the results of that experiment.

First, I gave the audience three options. They could scan the QR code on my shirt, scan the QR code on my final slide or simply enter the short URL I gave them on my final slide.

All three took them to a simple microsite where they could learn more about the promotion, view a video tour of the boathouse they'd stay in, "like" the microsite or click-thru to register to win. You can visit the QR friendly microsite (pictured to the left) by clicking on the link you just passed over.

Once on the site I invited everyone to register to win a 2-night stay in New Orleans at a boathouse on Lake Pontchartrain. In my last QR Code experiment I simply invited folks to connect via LinkedIn. I had a similar experiment this time with similar results, but more on that at the end of this post. 

So what did I learn... well here goes.

QR code scan vs URL - Total 57 Clicks/Scans
Computer:    30 clicks

Android:       9 scans

iPhone:        13 scans

Blackberry:    3 scans

iPad:             2 clicks

Now, to be fair, it was almost impossible to scan my shirt unless you were right in front of me and even though I had a huge QR code on my final slide, the room was set up so that it was wide vs deep... so if you were sitting far right or far left, you couldn't scan the slide. But even with all of that, 57% of all SoMeT attendees played along and visited the microsite, of which 49% of those entries started as QR scans of either my shirt or the slide. NOTE: because I used the same QR code on both the slide and shirt, I couldn't break scans out. And yes, I know I should have done that... ran out of time.

Once at the microsite, five folks "liked it" and thirteen (23%) viewed the embedded YouTube video.

Website Traffic
Of the 57 visitors to the mobile microsite, 82.5% (47 people) clicked thru and provided an eMail address to register to win. Not a bad capture rate. Imagine if this had been a trade show or a festival where the marketing goal was lead acquisition. 82% capture rate of visitors would be pretty high. So that you know, I only asked for a First Name, Last Name and eMail address. I could have asked for more but remember, I knew at least some (ended up being almost 50%) of the folks would be entering that data on a mobile device. So even though my site was mobile friendly, it's still a pain to enter data on a mobile and as email marketing folks will tell you, the more you ask for up front the more folks that will choose not to register. So, I opted for the least amount of information I'd need to select and notify a winner.

I notified the winner on November 24 and in that email included links and an invitation to follow me at either my Social Media-Digital Marketing Agency site or here at my personal blog. I should have created unique Google tracking links but it was the day before Thanksgiving... so I cut a corner and didn't... thus my data here isn't perfect but it is interesting.

For the time period 11/24-12/1 I had 35 direct URL visits to my Converse Digital site. Similarly, during the same time period the home page of this blog had 22 direct visits. And lastly, I had five new email subscriptions to either my personal or corporate blog using emails that were also found in the QR registration database. I can only assume those folks found me via this conference and promotion.

Experiment Implications
I think it is fair to say at a minimum, amongst audiences that are QR friendly (and I knew QR was a hot topic amongst CVB/DMO types) QR codes can be a very good lead acquisition tool. Further, in a mobile friendly environment like a trade show or conference, they could possibly be the preferred method given their mobile friendly nature.

Further, when paired with a mobile friendly acquisition site, like the one I deployed here, you can expect to see very favorable follow through to generate a trackable lead. I would add here though that in order to do this, you need a prize. During this conference I also created a "R U Following Me" QR shirt that linked to my Twitter profile and it only had seven scans. To be fair, I wore this on the second day of the conference and everyone who wanted to follow me had likely already done so as I presented my Twitter handle on my final slide (I presented on the first day). I plan to wear this shirt to future events to see if I get different outcomes but so far, in both this case and the LinkedIn QR shirt I wore to TribeCon, the shirt was more of a buzz generator than a scan generator.

Lastly, QR is very interesting to folks. The codes generate buzz. At both SoMeT and TribeCon, I watched as groups of people would look at the shirt, point at the shirt and then to their phone, and engage in conversation that was pretty obviously about the shirt. At SoMeT folks were far more willing to come up and talk with me about the shirts then at TribeCon, but in both cases, the shirts caused a stir. Given the difficulty in breaking through in today's over communicated environment, this alone is a huge win if you ask me.

What's This Mean To You and Your Brand?
I think there are a couple of big takeaways from this experiment.

First, buzz works but you have to be buzzable. QR is a buzzable technology.

Second, you don't have to spent a mint to experiment with this technology. I did everything by using DIY platforms like Cafe Press for the shirts, EZ.com's Pro account to create the QR codes AND the microsite. And I used a simple Wordpress WPTouch plugin to render my Converse Digital site as mobile friendly. The video was shot using a flip, edited on my laptop and uploaded to YouTube where I indicated that it was only to be shown to folks that had the direct URL. Thus, you can search YouTube but you won't find this video... it's hidden to all but the folks that find it via the microsite. Lastly, the stats I used here come from Feedburner, EZ.com, and Google Analytics.

Total cost of experiment: less than $100 not including my time. NOTE: Andy Meadows over at EZ.com was kind enough to donate an EZ.com account to me so that I could conduct this experiment. So, if you do this you'd need to sign up for a paid account. But still, that's like $24 a month -- not bad. But even with that cost, you're still in a pretty good place to either fail small or win big. 

Third and probably most importantly, like other social media experiments I've run, I'm once again reminded that in social media, it isn't about the platforms or technology but the creativity and ingenuity of the people applying those platforms that matters. And frankly, your social media strategies and budgets should reflect that. Invest in chefs not recipes. That's where the real ROI is going to come from.

Speaking of, if you're looking for creative, curious and effective social media help, I'm looking for a few good clients that want to get ahead of the competition. Click that link above if you're one of them.

But enough about me and what I think. What do you think about all of this? What questions has this post created in your mind? Go ahead... that's what the comments section is for... so use it.

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SoMeT photo credit: @BillGeist