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

The Future of Social Media is Place & Product Not Platform

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If you're spending all of your time focusing on how to take advantage of Facebook's new Timeline feature, or the latest change in Twitter's Sponsored Tweets or how to leverage Pintrest for brands, might I suggest you STOP?

Why you might ask?

Because, in my opinion, the future of social media for brands and brand management doesn't so much live in the platform as it does in the product and place.

Of late, I'm seeing more and more mobile apps that combine place, product and review and comment. These apps are taking the conversation off the platform and placing it squarely on the product or place/event via the use of bar codes and geoinformation.

For instance, this is Open Label. The app bills itself as "the super fast way for people and organizations to keep each other informed about products. "

The app creators meant this to be a tool for consumers to create the largest database of crowdsourced, up to the minute product information in the world. 

Now think about that... if they're successful, their app, not Facebook or Twitter or Google Plus will become the "platform" for consumers to be motivated or demotivated to purchase.

And it's universal because it's based on bar codes -- those beloved black and white bar codes that we're all familiar with and that every product carries.

So if a brand's goal is to foster preference, love and purchase, apps like these and mobile smartphones in general - are going to make the effort far less about Facebook and more about true transparency in product quality, customer service and even things like geopolitical leanings.

Apps like this take the idea of the "Like" to an entirely different level.

 

 

 

 

 

But products will not be alone. Apps like Foursquare and Yelp, have already ushered in the idea of commenting on places and events and attaching those comments to a virtual bulletin board to be seen and used by those that will or may consider following behind us. 

Apps like Wallit want to house all of the conversations sourrounding physical spaces. According to the site 

Wallit is "the only way for you to “write on walls” at popular places and “start conversations” with the people who are "really" there.

This new breed of app is approaching the field of location based commenting slightly differently. First, only Wallit can create a Wall. That ensures that only official versions of a location wall exist.

Second, and really importantly I think, Wallit doesn't require the user to have an account or publicly identify themselves. So there is no personal information sharing going on here, which should encourage consumers to use/post.

It could also however, lead to haters just posting negative stuff because there are no consequences for the act... which brings about an entirely different host of challenges for brands.

Now unlike Open Label, Wallit does not seek to be an influencer app. There is no rating system or review encouragement like there is in Open Label. However, as the company seeks to monetize, one can only assume the enticement, curation and data mining of consumer comments will play a role.

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Why Is This The Future Of Social Media For Brands?

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I think this is the future because both apps, and the many others like them both available today and most certainly tomorrow, seek to provide utility. Utility is the reason a consumer generates directions to or calls a local business from a Yelp mobile app every second. And recent research suggests that consumers are using Foursquare as a memory device as much as a gaming platform.

Facebook, Twitter, etc., are the shiny objects of the day. And consumers are having fun with them at ever increasing rates. But like all new technologies, the bloom will come off the rose and what's left will be utility. And with application developers increasingly seeing the intersection of mobile smart phones and consumer purchase decisions -- we're going to see an increasing need for brands to understand how to listen to, engage in and influence these mobile oriented product and place based conversations.

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Feel like you need help navigating these new, uncharted digital conversation waters? Contact me for help.

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And if you liked this post, please feel free to share it with your crew or add to it by joining the conversation in the comments.

 

Will Brand Journalism Replace Public Relations?

There is a perfect storm brewing in the publishing world. A storm that is fundamentally altering how and where consumers interact with information and news.

Taken alone, each of the four key trends is interesting... but when viewed through a combined, interdependant lens, you quickly see that tomorrow's successful public relations agency needs to quickly adapt or die.

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Brand Journalism, Content Marketing or whatever name you wish to give it is not a trend, or a fad. It's a new reality brought on by a Me Too media world combined with technological change occuring at an unprecedented pace.

In this 40 minutes presentation to the IABC Southern Regional Conference, I took the audience through each of the four trends and then brought them all together in the end to understand why, in my opinion, tomorrow's successful public relations strategy will absolutely include brand based journalism.

If you've got 2,400 seconds or so, I'd love for you to give it a listen and then let me know what you think about brand journalism, the future of public relations and the news industry.

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• How To Create a Co-branded Content Marketing Strategy
• How to create an integrated marketing development process

How to create an integrated marketing development process

Have you recently been involved in any discussions around figuring out how to integrate social media marketing, digital marketing, and mobile marketing with your traditional advertising and public relations campaigns?

Is your company struggling with what needs to change in your integrated marketing planning process in order to develop truly integrated marketing campaigns?

Me too. 

Last month, I had a chance to suggest a few answers to these questions in a workshop -- Creating Integrated Marketing Programs. Below is the deck, along with a sync'd audio track.

I'd love for you to give it a listen/view and then let me know what you think. I'm pretty sure I probably missed a few things... maybe you could fill in the blanks and together we can both become a bit better at creating integrated marketing campaigns.

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The Best Use of QR Codes I've Seen

QR codes are hot right now and lots of folks are wondering, how do I use QR Codes in my marketing.

So today, I thought I'd share two real world uses that I saw just today, that in my mind, are absolute winners.

While QR Codes can be programmed to send a text message, call a phone number, or send an email, I still think the best use of QR Codes in marketing is to create a thumb friendly way to transport smartphone toting consumers to a digital destination.

But not just any destination. A destination that is going to add value by solving a problem the marketing creates.

For instance, take a look at this picture of a concert flyer I saw today. We've all seen concert flyers just like this one stapled to telephone poles, walls and just about any surface a band could adhere them to.

But if you stop and think about it a minute, your standard run of the mill concert flyer is really effective at communicating to fans of the band but whoefuly inadequate convincing non-fans to attend.

Why you ask? Because if I'm not familiar with the band, so what if they're playing on April 21 at 9pm?

The marketing (flyer) creates a problem for me the consumer. I'm a fan of live music, I might even be free on April 21 at 9pm but I have no idea what kind of music Jessica Mayfield sings.

Enter the QR Code. Go ahead, scan the one on the picture, it should work. If it doesn't, I've embedded the video it links to below.

 

With the addition of a simple QR code, the mobile consumer (remember you're going to see this when you're walking or driving by this pole) is able to solve the problem the marketing causes. And if I happen to like her style, I might stop by the show.

So band flyer without QR code = interesting but band flyer with QR Code = persuasive.

More than a few people have commented that using QR Codes on websites seems odd. After all, you're already online and a simple URL would work just fine, so why would you ever use a QR Code on a website.

I have to say, I totally agree.

Unless maybe you're marketing an iPhone app.

The app is something I need to get on my phone. So what better, thumb friendly way, to help me do that?

I guess the point I'm suggesting is that QR Codes have a role in marketing just like every other tactic. The key to effectively using QR Codes in your marketing is to understand the context of consumption and use them where that context lends itself to a mobile friendly solution.

UPDATE: I just found this video thanks to a tweet from Francoise Camarinha, a new Twitter follower from over the pond. It's simply awesome and shows just how QR Codes can help the consumer cross the online/offfline barrier AND improve their lives. Really smart stuff.

 

But I'm just one guy... what do you think? Are QR Codes just all hype? Are there real uses of the technology that really make sense? Let me know... comment away.

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• How The Mobile Phone Is Changing Marketing (tommartin.typepad.com)

 

How The Mobile Phone Is Changing Marketing

Last week I had the honor of chatting with the Social Media Club of Dallas about the role of mobile in the future of marketing. I promised I'd upload the deck and the sync'd audio of my talk for folks to share... and here it is.

Mobile Marketing | Mobile Content Creation

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Rather than discuss mobile stats or adoption rates, we spent the evening discussing a few key trends that I feel are leading to a bigger role for mobile both as content marketing tool and content consumption device.

Specifically, we talked about how mobile tools like the iPhone4 are really so much more than phones. They are full-fledged multi-media production studios that we all carry in our pocket every day.

We also reviewed numerous examples of consumers' ability to use their smart phone as a personal HUD (Heads Up Display) for life. Today's smart phone gives marketers the ability to push information that is presented in an easy to understand format that tomorrow's consumer is already being trained to want.

And lastly, we talked about technologies like QR (Quick Response Codes) Codes, AR (Augmented Reality) Markers and key tips for using both.

If you're not yet using or planning to leverage mobile marketing as a larger player in your 2011 marketing or 2012 marketing plans, you probably should. Mobile Marketing is the ultimate propinquity marketing tool because quite often, that mobile phone is the last item in the same hand that is about to grab the credit card that is going to be used to purchase your product or your competitor's.

Think about it. Watch the slidecast and then let me know what you think. After all, as I told the folks in Dallas, I don't have to be right, but I do have to be aware... because that's what my clients pay me for... so let me know if you agree, disagree or whatever with the points in the deck.

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Using Social Media To Get a Job

Last week I had the chance to address the American Marketing Association Collegiate Conference here in New Orleans. As I've done twice before, I shared my thoughts and tips for job hunting in the hyper-competive advertising world. This year I added a bit more content about the pros/cons of using Social Media to connect with people and companies that can hire recent college graduates.

I promised the students I'd create a slidecast and post it here so they could revisit the talk and/or share it with friends, professors and college placement offices.

After reviewing the deck, I'd also add, this isn't just appropriate for college graduates, it's pretty much appropriate for anyone on the hunt for a job. But as I always say, that's just my 02, you tell me what you'd add, delete or suggest to make this post more valuable for job hunters.

Hope you found a bit of value. And if you're interested, here are a few other social media marketing presentations I've given.

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You're Invited to Mardi Gras -- My Vweet

Time for another fun social media experiment. Back in 2009, we found out that social media can change brand perception via my Mardi Gras Twitter Experiment. Then last year we found out that social media can positively enhance intent to purchase. [email me if you want to see those results]

So what are we going to learn this year?

Well this year we're going to do a total technology play. You see in 2009 I live tweeted Mardi Gras, so this year, I'm going to try and live vweet (live mobile video coverage) Mardi Gras. Using Ustream's iPhone app, I'm going to see what we can come up with and if you'll find it interesting enough to watch, return and most importantly, tell others about.

You can watch all my live video coverage of Mardi Gras and I'm going to be tweeting Mardi Gras photos too.

I'd love for you to follow along -- to be notified each time we go live just follow Mardi Gras Live on Twitter. It will be sort of like the hot donuts light at Krispy Kreme only less fattening. Well, at least for y'all.

Then via Twitter, here on this blog or on Converse Digital's Live Mardi Gras coverage page, leave a little comment to let me know what you like, don't like or suggestions for things you'd like me to try and do between now and Fat Tuesday.

Laissez les bon temps roulez!

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Should you rent star power or build it?

 

For as long as I can remember, advertisers have rented start power. Usually Hollywood actors, professional athletes or musicians that would, in exchange for large checks, appear in advertising, attend key events and use the brands in every day life.

And for the most part we feel like it works... or does it? A recent Ad Age article on the subject shared data that indicates celebrity endorser ads repeatedly under-perform vs non-celebrity ads. Add to this kind of data the obvious risk of the celeb doing something stupid or becoming yesterday's fad (with the public) and you have a high risk, high reward kind of thing.

Which got me to thinking... especially in this digitally focused viral world we live in... is it better for a brand to rent celebrity or help create it?

Take the group above in the YouTube video. They're closing in on a million views. And they should because the video is great. It's funny, engaging and heck, they're quite good I think. So if I was a brand that stood for joy or happiness or engaging fun... would, could I benefit from helping these guys tip? What if I put some money, effort and distribution power behind their video in exchange for some branding? What if I paid them to create a series of these Gleeesque videos?

Would that have power today? Would it generate a greater long term ROI than the traditional celeb endorsement type approach? Interesting question don't you think?

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Stop Screaming. Start Whispering.

Consumers are tuning us out. They're fast forwarding through our commercials, blocking our online ads and opting out of our digital campaigns. Why? Because they can. Because for the most part, we give them no good reason not to.

So in 2011, maybe try shouting at them less and whispering in their ear a bit more. It's sexier, more pleasing to the ear and just might make you or your clients more money.

Every January we are given permission. Permission to toss out the old, bring in the new and commit to changing that which is not working in favor of something we think might work better. We call them resolutions and while they are THE linkbait post of January and December, that should stop you from making them, publicizing them and then talking about them.

In that spirit, I've been given the chance to create and share mine (for the ad industry) first at Ad Age's Small Agency Diary and later this week as a guest of the Nashville AAF. The first resolution involves the need for advertisers to stop shouting (it isn't really working all that well anyhow) and start whispering... we need to get closer to the consumer and whisper in their ear, when they want versus when it's convenient to our sales cycle/projections or any other non-consumer centric metric.

I'm hoping the Nashville marketing community will join me as I give a good bit more depth to the 6 resolutions I implored all advertising agencies (and marketers in general) to make via my Ad Age post. If you'll be in Nashville on Thursday, I'd love to see you.

If you can't make it, watch this blog for video snippets of the talk. I plan to be a bit more blunt than a post on Ad Age would ever allow. And I'm hoping it will make for a good discussion in Nashville and maybe beyond.

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 Photo credit: By crosathorian

It's Alive - The Birthing of a Social Media Site

 

I am so excited to announce the official launch of a new project I've been working on...

TalkingWithTom is my new vBlog.

I'm launching this video blog for two reasons. First, I want to see if I can create, publish and manage a video blog using nothing more than my iPhone. That's right... for the TalkingWithTom project, I'm going to film, edit and publish all of the content directly from my iPhone -- no computer required. Then, I'm going to use the Posterous iPhone app to try and manage comments, etc.

Why you might ask am I doing this? Because I can... and because you need to know you can too. I've watched too many a good Content Marketing idea die on the conference room table because one or more folks in the room couldn't let go of traditional video production thinking. They wanted to hire videographers, audio guys, script everything and of course, massage it all to a perfect storm of creativity and video grace.

Who knows... maybe they're right. Maybe you do have to have a finely polished, high quality product in order to truly drive interest and repeat visitation. But maybe I'm right.. maybe content trumps quality. Or maybe, with today's modern technology you can have both (within reason).

Second, I felt like writing another social media content marketing case study. We need more good social media and content marketing case studies in digital and social marketing. Sure there are a lot of blog posts (ahem... link bait) that pass themselves off as case studies. But when you really read them, they don't cut the mustard in my opinion. So I'm going to do my best to track the results of this effort. How many people visit, how many share the site, tweet and retweet the content on Twitter, etc. I'm not making any promises -- right now this is still a sponsorless effort -- but I'm still hoping one smart company will figure out that this is a fabulous project to underwrite. But till then, it's me doing it in my free time, so we'll do the best we can...ok?

I don't want to give away everything... but suffice to say, I've been lucky enough to get a ton of the smartest people in social and digital media to agree to be interviewed. Here's a peek at who's going to be featured in upcoming posts at TalkingWithTom:

Greg Cangialosi | Jay Baer | Jason Falls | Julien Smith | Tim Hayden | Mack Collier

Amber Naslund | Lisa Hoffmann | Chris Brogan | Marc Meyer | Steve Woodruff

Jason Keath | Peter Shankman | Beth Harte | DJ Waldo | Steve Garfield | Scott Stratten

and a ton more.... but we have to keep some secrets right?

Along the way, I'm hoping that I'll get the chance to include others in my blog -- folks that are doing it right and seem to have a good grasp on where all of this might be going. Then I'll corner them at a conference or reach out via an email to invite them to share their thoughts on What's Next.

Speaking of... who do you think I should include? I've still got about 20 slots I need to fill... so comment away and let me know who YOU want me to interview.

In the meantime, see what Greg Cangialosi had to say when I asked him, What's Next Greg?

 

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