What Social Media Newbies Can Learn from Web Landing Pages

It often amazes me that we humans can lose past lessons… whether it’s the Iraq/Afghan wars looking increasingly like the failed Vietnam conflict, or Western civilization recreating technologies that previous civilizations had already invented, or even World Wide Web site designers overlooking all the research that IBM et al did in the 90′s on standardization of user interfaces (imagine how difficult it would be to drive different cars whose turn signals, steering wheels, and foot pedals were in different places!)

Heck, I get frustrated when I slip on a mossy slope in my back yard that I slipped on the prior week

Against this backdrop I offer you some key learning from my decade-plus in online marketing, in order to help with social media efforts:

1. People rarely buy on the first visit/exposure (legacy data suggest 7 exposures before one extends trust to make a purchase and/or change behavior, and some have recently suggested this has increased).

2. Web sites have about 3 seconds to assure a visitor there’s a WIIFM (what’s in it for me). In other words, don’t leave — we’ve got something right up your alley!

Where’s this conversation coming from?  Well, I’ve seen a growing number of Twitter and Facebook accounts recently that introduce themselves along the lines of “ABC Cameras is the best camera store with the most fun customer service help and the best prices”. Remember the target audience? They don’t like it when people scream to promote themselves, which only sets the expectation that they’ll regularly hear about offers, specials, and generally be “advertised to”.

Am I suggesting that the problem is the account profile? Absolutely not. It’s the thinking about how to use the medium.

What can you offer the visitor besides a purchase opportunity? For ABC (above) let’s say it’s “Answers to the most common camera questions our customers bring in…” Now there’s something that would grab people, if they have any inclination towards cameras! Copy writers call this a “hook”, now quickly scribble down 10-20 examples of the questions — you can fill the answers in later.

The point is that promoting this social media account “smells” like helping people — rather than blitzing them. Bottom line: people love to buy and hate to be sold. Help them do that by interesting them rather than pouncing on them

Cars Depreciate While Planes Hold Their Value

If you’ve never been in or around the private aircraft community, the headline may not make sense.  But the same can be said for the mariner community: Relative to Cars, Boats Hold Their Value.

Hopefully one of these examples clicks for you.  Presuming it does, ask yourself: Why?

I suggest that it has to do with how seriously we take them (and invite your thoughts/comments!)

People who go to sea recognize they must maintain the vessel or they may not come back alive.  Same with pilots and their planes.  Parts are categorically more expensive than automobile parts and the owners recognize the value.  An unknown whirring sound or clinking noise coming from a sea- or air-going vessel is investigated immediately, and often shows up in routine inspections.

However the same sound coming from the typical four-wheeler is much more likely to be “tolerated” and/or postponed, because the owner knows s/he can just “park it” on the side of the road and walk away.

Now think of your rolodex as this vehicular asset…

Is it more like a plane or a car?  Do you keep in touch with people you’ve met?  Do you know whether they’ve changed job titles at the same company, or even more importantly, changed companies altogether?

Because of the level of importance I attribute to networking in business, I’m doing a (complimentary) educational teleseminar to help friends and colleagues increase their effectiveness with nurturing your network.

If this calls to you (or you think of someone who can benefit) here is the URL:
http://relationshipcapital.co/dlp/nurturing-your-network-teleseminar

Though I forget the exact language, there is an old saying about boats in dry dock deteriorating faster than in the water, because… “boats belong in the water”.  By the same token, your relationships are best when maintained — not getting stale!

The Subtle Art of Price Alchemy

Many (I would even say “most”) of my clients are looking for ways to drop their prices to beat their competitors.  But time after time, I seek out ways to communiate “D&B” (different and better) and build the value — rather than reduce.

This is not just theory.  For the record, my career record — highest revenue growth in the shortest amount of time — was due in large part to revamped pricing of enterprise software licenses.

But just to demonstrate that this philosophy can work at “lower” levels than enterprise software, let’s consider garbage.

This fellow decided he might be able to sell tourists a souvenir of “fresh” garbage from the streets of New York City.  When he sold it for $10, it did well.

Then he sold for $25 and it was taken more seriously.  Then he raised it to $50 and it was considered “art”.  Now special editions go for $100!

So ask yourself: where are you selling out too cheaply?

The Result of Great Marketing: Undying Brand Character

Twenty-five years ago, I had the good fortune to join a little company in between the cornfields of downstate Illinois.  A couple of other programmers (software engineers) had “dibs” on more exciting new computers such as the Atari 68k and the Amiga — both awesome color graphics computers in their day — to develop flight simulators on.  Nobody wanted the lowly, boring “monochromatic toaster” — as the first Mac had been called — but I was willing to take it on, and got to know the Macintosh Way.

After roughly a decade on the “engineering side” of software, it was time for me to make the move over to marketing. Though they were relatively uncharted waters, I felt called to study and master the branding process as applied to consumer software products:  what can we do to engender loyalty to something intangible like software to compel them to return and buy again?

Just to put things in perspectives, this was the early era of the computer: there was no Internet (that anybody except academics and DOD knew about). CD-ROM drives were the bleeding edge, and few Americans knew about them — much less the brand “Microsoft” (whereas now, it is the 3rd most recognized brand in the world, behind only Coca Cola and McDonald’s).

In my opinion, much of Microsoft was created in the likeness of Bill Gates (with help from people like Rowland Hanson, with whom I worked) — just as much of Apple was created in the likeness of Steve Jobs (with help from people like Guy Kawasaki and many others).

Some people do not realize that, after decades of Microsoft overshadowing Apple in the marketplace, Apple products (including the Mac, iPod, and iPhone) are now in 1 in every 4 homes.

Furthermore, in the past few months, the value of Apple in the marketplace (stock price times number of shares outstanding) is now greater than the value of Microsoft.

So it is with some fascination that I came across and share this video — because the brand Steve envisioned years ago is what I think he’s created.

Key insight for you: is your brand defined by current circumstance?  Or is it so big (like a great mission statement) that you can work on it for your lifetime?

Crowdsource Your Advertising

If you don’t believe that social media is changing the way people perceive brand messages and vet them through their peers…

If you don’t see how social media is creating entire new businesses based around user-generated content (a huge piece of the Web 2.0 step forward)…

If you haven’t used a social network to discover long-lost colleagues from schools or companies…

Then perhaps at least you can see some value in social techniques to get your customers to do your ads for you!

Hmmm, now that cost savings thang gets some interest

Besides some of the things that you may have seen with global brands, here is a tee-up for what Seattle startup game manufacturer Cranium (acquired not too long ago by Hasbro, but clearly still thinking “guerilla”) did recently.

Unless you’re a youngster with a carrot addiction, you’ll probably want to click & enlarge to read more easily.

What other examples have you seen?

Invitation Letter for Cranium owners to star in commercial

U.S. Senator Patti Murray “hugs” Social Media bigtime

Today I received a notice that Washington Senator Patti Murray, up for re-election, is following me on Twitter...

When I clicked through to inspect the degree to which the campaign (more precisely, her social media manager) was paddling in the social media waters, I was impressed to find “they” are doing swimmingly!

It’s not just about using “a tool” but understanding which tools work well for what, and using them in concert.  As the old adage goes, when the only tool we’ve got is a hammer, everything in life begins to look like a nail…

Here’s one of the first tweets I saw in her/their Twitterstream:

Reasons your friends should follow @PattyMurray:
#1 – Two tix to lunch w/@BarackObama www.bit.ly/aWiWzL

Whoa — that caught my attention!  It makes me smile to see a clear “call to action” in light of the mass psychological pain the lower and middle class is experiencing [Pew Research Center recently reported that a staggering 55% of adult American workers have suffered unemployment or other work-related losses due to the "credit crunch" ripple effect].  It’s like selling raffle tickets for a sports car — without the price.

“Of course I’ll take a ticket!  Times are tough, but the president will be in town and I could get to see him by entering Senator Murray’s contest.  It’s free — all I have to do is give some contact info — and there’s a chance I could get an experience unlike 99.99% of the country.”

I am honestly so frustrated with our current level of political gridlock that I haven’t looked around to see which other politicians are embracing social media, and which are noticably absent from the scene.

Please feel free to comment if you have insights, though I would certainly understand if people didn’t want to touch the three “hot potato” topics in western society: sex, religion, and politics!

“Sitting in the Seat” of Your Customer

What does a phone service have to do with gas pumps?

The answer is “nothing” if you believe you’re in the fuel business.  But it’s “everything” if you’re in the great car ride business.

The 76 brand is clearly speaking to its “parent segment” by creating the “Why Stopper” phone service — designed for mom or dad to outsource the answering of questions by handing the phone to the kids (see ad below). 

Kudos to 76 for thinking like their customers think, and not coming up with another gremlin to show how their gas is different…

This reminds me of the classic story of how the powerful railroad empires lost their stronghold by insisting they were in the train business — where they probably could have thrived had they embraced being in the transportation business.

A client last year saw itself in the accessory business which relegated it to an “option” in the eyes of the channel and consumer. I worked with the team to adopt a perspective that we were in the technology business to focus on OEM sales.

How have you changed the way you think about your core business, or seen others do so — either successfully or unsuccessfully?

As the Future Becomes Present, the Past Looks Different

What do I mean by “As the Future Becomes the Present, the Past Starts to Look Different”?

Well, you have no doubt seen the indicators that “social mesh”– from Reality TV to ZipCar, from Jigsaw to LinkedIn — is changing our lives, businesses, and business models.

Global Communities, User-Generated Content, and an Always-On Net-Based Economy are allowing the fundamental rules to morph. Now there is a directory of mesh companies that’s quite interesting to peruse!

And as to the past looking differently from where we are, 3 pictures is worth 3,000 words! I include for you below some advertisements that were “the norm” 40-80 years ago.  Just note how incongruent they seem with our current Western culture. Clearly these companies were addressing the desires of people in society — and still have — but the communication itself is now somewhere between comical and repulsive…  [Aug. 6 Note: a fourth picture has been added since the "Soda Pop Association" was revealed to be a spoof].

What do you think and what else have you seen?  Comments welcome below!

– Paul

PS. Registration closes tomorrow for the social media training that I mentioned my friend launched last month. and he’s now offering busy people “done for you” services as well. Whether or not you’re interested in the paid course, take advantage of your last opportunity to see the 3 free training videos and downloads — I definitely learned some new things!

Easier-to-Read Copy, added after the "Soda Pop Association" photo was reported as a spoof: Why we have the youngest customers in the business This young man is a 13 months old – and he isn’t our youngest customer by any means. For 7-up is so pure, so wholesome, you can even give it to babies and feel good about it. Look at the back of a 7-Up bottle. Notice that all our ingredients are listed. (That isn’t required of soft drinks, you know – but we’re proud to do it and we think you’re pleased that we do.) By the way, Mom, when it comes to toddlers – if they like to be coaxed to drink their milk, try this. Add 7-Up to the milk in equal parts, pouring the 7-Up gently into the milk. It’s a wholesome combination – and it works! Make 7-Up your family drink. You like it . . . it likes you! Nothing does it like Seven-Up!

Easier-to-Read Copy: Though she was a tiger lady, our hero didn't have to fire a shot to floor her. After one look at his Mr. Leggs slacks, she was ready to have him walk all over her. That noble styling sure soothes the savage heart! If you'd like your own doll-to-doll carpeting, hunt up a pair of these he-man Mr. Leggs slacks. Such as our new automatic wash wear blend of 65% Dacron® and 35% rayonincomparably wrinkle-resistant. About $12.95 at plush-carpeted stores.

How soon is too soon? Not soon enough. Laboratory tests over the last few years have proven that babies who start drinking soda during that early formative period have a much higher chance of gaining acceptance and “fitting in” during those awkward pre-teen and teen years. So, do yourself a favor. Do your child a favor. Start them on a strict regimen of sodas and other sugary carbonated beverages right now, for a lifetime of guaranteed happiness.”]”]

Easier-to-Read Copy [Now believed to be a Spoof

Easier-to-Read Copy: My spirit -- the spirit of Christmas-giving -- is abroad in the land. A gift that expresses that spirit, and brings pleasure to every home, both great and small, is rare indeed. Such a gift, my friends, is LUCKY STRIKE.

How Facebook is Affecting Life & Death

Before I get into the topic today, I just want to say how great it is to have heard back from folks how worthwhile my friend Don’s training on turn your social media endeavors profitable was!

Just in case you “made a mental note of it” which subsequently fell off the radar, Don has since put out two more videos (including a complimentary blueprint download that got my wheels spinning).  Before you say “social media isn’t my thing”, consider the possible benefit outside your primary professional focus — perhaps a side business, that of a family member, or even a community group you belong to.

Now, back to the profound idea that 25-year-old Mark Zuckerberg’s Facebook could affect life and death…

• I’ve had two friends pass on in as many months (RIP Ken and Terry) and have been stunned at how Facebook is serving as that virtual memorial service — a place where well wishes and memories would probably not have been written down and shared heretofore.  Much less, for eternity!
• On the other hand, a colleague shared with me some statistics on how the elderly — who used to be isolated in their nursing home rooms — are now embracing the ability to communicate with one another at a distance, without the stress of leaving home! Facebook is actually extending lifespans, which is in turn triggering a shift in the economics of the eldercare industry, as actuarial tables didn’t know about FB friends.

Please feel free to comment below — have you seen this dynamic as well?  Or am I off base?  Let me know.

State of the Nation — Social Media 2010

As fellow panelists and I discussed a couple months back, one of the most common themes in business/professional use of social media today is ROI. That is, it’s possible to spend a huge amount of time in a broad array activities — how do we ensure a clear path to monetization?

Enter my friend, Don — whom I got to know in the training world a couple years back.

After creating his first social media program, he began working on the theory that there are two categories of activities within social media:

1. Those that make you money
2. Those that make you friends

I liked the simplicity of it so much that when he circled back recently with a high-quality educational video, I had to share it with you.  He’s done a ton of testing, and has a natural way of making things easy to understand.

Gotta hop on the flight — I’m returning home with the family from New Hampshire

PS. I almost forgot, he includes a helpful worksheet you can fill out along with the video training — this alone has gotten rave reviews!