Awesome Resignation Video Shows Why Clear Story And Quality Rule Over Quantity

I work for an awesome company that makes news videos. I have put my entire life into this job, but my boss only cares about quantity, how fast we write and how many views each video gets.

I believe it’s more important to focus on the quality of the content. When you learn to improve this, the views will come. Here is a little video I made explaining my feelings.

With 450,000 views in less than two days (at the time of writing), it’s fair to say that Marina V. Shifrin has made her point.

Advertising for Arrington

Arringtons Attention

If theres one thing that no business can survive without, it’s customers and if I were a hosting company looking for some big name clients I’d be looking to get sites like TechCrunch on board.

I can only guess at the amount of data used by a site like TechCrunch on a monthly basis. We burn through between 800 Gigs and 1200 Gigs depending on the submission at Daily Shite and our traffic is nowhere near as large as theirs.

If you were a hosting company trying to get TechCrunch to move to your dedicated servers what would you do to bring someone like Michael Arrigntons attention to your service?

For a company called Storm, the answer is to take out Google Ads targeting Arrington directly.

Check out the image of the add I saw on Shooting At Bubbles earlier this morning.

Storm appear to be going all out in their attempt to garner Arringtons attention as a quick search for “Mike Arrington” on Google shows:

Arrington Google

What do you think? Would this be effective in getting your attention? Would ads like this spur you to give a different service a chance? Will it work for Storm?

Lets Call A Spade A Spade: It’s Influence Media

4 spades

Spade or shovel?

I woke up Saturday morning with a number of things floating around my mind, such as the amount of time until I next see Sara, how I was going to get all my work done before the Ireland Vs England rugby match and a nagging, scraping feeling in the back of my mind about relationships.

As the caffeine from my first cup of coffee began to work it’s way into my system it hit me that relationships are about 1:1 communication.

Okay, admittedly that’s a fairly obvious to most people and not exactly a revelation. It’s something that we all know and many of us have been advocating online for years. If you want to grow your brand or blog you have to foster 1:1 relationships with your readers/followers/fans in order to develop loyalty.

I’ve always thought that social media was about developing and nurturing those relationships. I thought it was about communicating with your fans and followers, about growing that 1:1 connection that would allow organic growth as those you’ve developed relationships with will feel comfortable enough with you or your brand to recommend you to their peers, thus introducing you to a new social circle where you can again begin to develop the 1:1 relationships.

That, in a nutshell is what social media is to me.

What I see happening online today, being pimped and pushed by “those in the know” is not social media, it’s influence media.

In order to get ahead today we are still being told to foster relationships but not with our followers (or at least not so much).  The prevailing school of thought, at least to my cynical eyes, is that in order to grow you must foster relationships with just a handful of influencers and allow them do the work of communicating your message or spreading the word.

That’s a smart marketing tactic (to some degree, it still lacks 1:1 familiarity with the people you want to reach) but it’s by no means social media. It’s influence media.

It’s a numbers game where we use services or look at the follower numbers in order to find people like Scoble or Chris Brogan, suck up to them and hope that they will spread your word to the people you want to reach. Obviously the more of these influencers you can grease up then then the more people you can reach and the quicker you can reach them.

Which leads me to ask why are people promoting this process of finding these influencers and soliciting them to spread the word rather than fostering the actual relationship/social media approach?

The answer oddly enough is that these influencers are actually good at the social media side of things (that’s how they became influencers) but they are also very smart people. They know that by promoting the “influnce media” model they are setting themselves up as hubs.

Promoting social media as being the practice of finding influencers to spread the word for you actually encourages others not to become influencers, which removes competition and removing the competition is key when being an influence hub is a lucrative business.

You may have boobs and kids, but you aren’t a mommy blogger!

It doesn’t matter who you are, we all feel the need to be part of a group, part of a collective which we can identify ourselves with. It gives us a sense of purpose, a sense of belonging and direction.

In the blogging world, this is a great thing. Groups create influence and help drive recognition and traffic, however, it all goes to hell in a hand basket when that group gets infiltrated by marketers.

That’s what has been happening with mommy bloggers recently and they’ve been having a rather public crisis of faith as they attempt to define what a mommy blogger is.

It all came to my attention when Sara wrote about the storm surrounding the idiotic idea of a “Blogger PR Blackout”, and came up again today when Stephanie Azzarone asked:

One wonders what would happen if the marketing world instituted an extended “Blogger Blackout” in return — no samples, no giveaways, no coupons, no trips. And readers would then keep going to those blogs because … ?

Kind of shines a light on what the PR world really thinks of bloggers, right?

Mommy bloggers are facing this issue because some of them appear to feel the need to, as Maria from Mommy Melee puts it, “lump together every blogger with a vagina and a child”.

Are you female, do you have kids? Then you’re a mommy blogger!

It’s as bad as being a Roman Catholic! No choice is given, they take you as soon as you’re warm.

As I see it from the outside, the mommy sphere consists of two distinct types of blogger (and those who straddle the fence of course), the actual mommy bloggers who talk about their kids, their lives, their experiences plus anything else that interests them and then you have those who use their blogs as a marketing tool to shill products and services to other mommy bloggers.

Now before I go any further, let me make it clear that I know plenty of women who are mothers and do not identify themselves as mommy bloggers. They are not being talked about here. I’m only talking about those who identify themselves as such, not those who are identified as such by the defensive and needy mob.

I have no problem with monetizing your blog. I attempt to monetize this one.

I have no problems with mom bloggers doing product reviews and giveaway’s.

What I do have a problem with is identity.

Once the focus of your blog stops being your own content and your own ideas you stop being a mommy/tech/sports blogger.

When posts that are your own exclusive content start becoming filler posts between the next marketing article, review or giveaway, you stop being a blogger.

When the sidebars and content of your blog contain more adverts than the personals section of a cheap tabloid rag, then you stop being a blogger.

Do you know what it is you become? You become a marketer! If driving products and profit is your primary goal with your blog, then you are a marketer.

I would suspect that the most ardent voices within the “mommysphere”, fighting to say that blogs full of product reviews are acceptable as mommy blogs are those who have transcended blogging into marketing.

They know that by being identified as mommy bloggers companies will give them more products to hawk and by being a so called mommy blogger they have a built n market.

Remove the mommy blogger association and all they’re left with is a blog that would otherwise be considered a splog – a spam blog.

The “mommysphere” has split into two groups – the mommy bloggers and the “mommy marketers” and the sooner it realizes that, the better off it will be.

Social Media Douchebags! Who tops your list?

New Media Douchebags Explained

One thing that bothers me about social media and this entire web 2.0/3.0/stardate 7265.39 climate that we have today is the number of self professed “experts” and “gurus” out there.

I’ve been around the web since pretty much the beginning and if there is one thing I am not, it’s an expert at all this stuff. I never will be. It’s a continually changing landscape with constantly emerging technologies and challenges and in order to get ahead in this, you are on a constant learning curve.

Perhaps, the one thing I do have however, is experience and from that perspective I can tell you, that the vast majority of “experts” are little better than the snake oil salesmen of the 1900’s and televangelists (because for some reason their omnipotent and all powerful god always needs your money!).

Let’s be honest, the vast majority of people involved in the social media/marketing game are just out their to make a quick buck at your expense. The web (and I bet your town) is full of intelligent, highly talented and proficient people, who are willing to give you, for free, their advice, time and help for little more than the chance to network and meet new people and friends.

(As a side note Social Media/Marketing = Social + Media, or Social and Media, or S&M! Think about it!)

Right, let me get to my point here.

Over a year ago, Kevin Dixie (of FuelMyBlog) and I were discussion the fact that all of the social networks always have a list of people you are recommended to follow when you join (or worse yet a list of people automatically added to your friends list) and the fact that this is just plain unfair.

A lot of these people are there, well, because they are on somebody else’s list, which inflated their “popularity” enough that the next site to come along says “Well, they’re on the Facebook/Twitter/Friendster list, that means they should be on ours!”

See where I’m going with this?

You have a situation where the vast majority of “popular” people are either artificially inflated (and not just in terms of their numbers, think silicone), are trying to sell you something, or are involved in obsessive compulsive circle-jerking with other marketers and “experts”.

So what does this have to do with Kevin, or even with you? I’m only stating what we all know already!

Well, here’s the kicker, back when Kevin and I were having that discussion we considered making a “Social Media Douchebags” list.

Basically an “anti-recommended” list.

A list of marketers (@mike_wesely),  trolls (@arrington), people who don’t even bother to write their own stream (@guykawasaki), and bleached blonde wannabes (@ijustine “I am the internet”? What all your ports or open or anybody can log on?) who consider themselves “stars” just because they have a large number of followers. A list of people who take your time, flood your stream and give little back. A list of people who are only popular because of the sheep mentality (@aplusk, @oprah)!

Today I propose that the list finally gets built.

If you’ve got someone you love to hate add their twitter address in the comments below and say why. Over the next few days I’ll sort and compose the list together (giving credit to all and adding in the reasons why!) and post the “name and shame” list of douchebags here.

Maybe then some of these people will stop what they’re doing, change their practices and I don’t know… stop being douchebags?

Who’s on your list of “Social Media Douchebags” and why?

You only get out what you put in

If you want traffic from social networking sites (like Fuelmyblog)to be driven to your blog then you need to participate in the sites.

Simply signing up, adding your site and then buggering off and ignoring the service will benefit you nothing and is quite simply a waste of time.

A word of warning. If after signing up for a service and not using it, you then have the nerve to email me and complain about the lack of traffic you received, when you’ve never so much as left a comment elsewhere, then I will take a very big stick and beat you round the head a few times with it.

Enough said!

Emotion versus marketing

I’m an emotional being. Very much so. If I wasn’t life would be so much easier.

Today I wrote a post that was entirely based on what I thought was a logical / marketing approach to breaking out of a stereotype.

Unfortunately my post was met by some with very emotional responses. Some were so emotional that it took a reply comment before they revisited my post to see what I actually wrote rather than what they first perceived I wrote ( and I thank them for re-visiting).

But why should a post about what is essentially a marketing question be met with such open hostility?

is it because of the demographic involved? Or is it something more?

Thoughts are appreciated, even from those who tell me I wasn’t being logical at all :)

Does Victoria’s Secret need to change it’s (business) model?

Victorias Secret

I always get a guilty little pleasure out of seeing a company loosing money because they’ve lost track of what their customer base is and how to reach out of them.

A recent example of this is Victoria’s Secret (yes the lingerie company, who’s catalogue is a guilty little pleasure for many a man ) who have seen a 12% drop in profits for the fourth quarter of 2007 and their first quarter earnings for 2008 are expected to perform well below Wall Street expectations.

The reasons for this could be many, but Sharen Turney, the CEO of Victoria’s Secret seams to believe it is because the brand has become to sexy and needs to be more "ultra feminine".

"We’ve so much gotten off our heritage … too sexy, and we use the word sexy a lot and really have forgotten the ultra feminine,"

This is where I sit up and take notice because I honestly believe that Victoria’s Secret is not loosing money because their brand in too sexy or not feminine enough but because they’ve forgotten who their market is and who really wields the purchasing power in the majority of households and of course, because of that every present bean, customer satisfaction!

Who buys lingerie?

Who are the market for Victoria’s Secret?

The chain was started in San Francisco in 1977 by Roy Raymond, who said he was embarrassed trying to buy lingerie for his wife and hoped to provide a comfortable place for men to shop.

That little nugget above would appear to indicate that the main market for Victoria’s Secret is men who lack the confidence to to walk into a lingerie store and pick something nice out for their significant other.

I would suspect that the truth is very far removed from that.

The truth is that in most households the women hold control of the purse strings and it is they who decide what lingerie they purchase.

I also suspect that it is due solely to the discretion of those women, that the vast majority of those men, who lack the confidence to purchase lingerie ever get to see a woman in it. But I digress.

These women not only want to look and feel sexy, they also want to feel comfortable and according to one of the best of the mommy blogger’s out there, the lingerie from Victoria’s Secret is quite simply not designed with real women in mind.

Explain to me why your panties are only sold up to size Large, which according to your website is about a size 14. Have you read the statistics lately? Do you realize the average woman in the US is a size 14? So what about the other half, the ‘above average’ sized contingency? Are they just SOL in your book?

In the the technology world this kind of a mistake would be the equivalent of designing an iPod that could only be used by people who were born with an extra finger.

It may look sexy as heck but you’ve seriously narrowed your market.

I buy lingerie for the comfort… Really!

Okay, so lets say that with respect to women, Victoria’s Secret have missed the boat, but what about the remaining section of their market?

  • What about that tiny percentage of unconfident guys who do actually order the stuff (and their wives probably never get to see it because they’re to shy to give it to them)?
  • What about those egotistical gits who think that because they fancy it their spouse will? (Here’s a free tip: the present is to make HER feel sexy and confident / comfortable!)
  • What about the guy who’s buying it for himself (you know what I mean)?

The more I think about these guys the more I am certain that they must feel robbed after every purchase they make.

Imagine you went out and bought and ordered a shiny new MacBook Air today, but when it arrived, you received a machine of identical technical specs, but the case was made out of cheap unfinished plastic?

The Victoria’s Secret catalogue creates exactly that same feeling of disappointment.

I mean, can you image how devastated you’d feel if your MacBook air turned up with plastic cover but with the same innards.

It would be like seeing a thong in the catalogue, on a super models backside, and then when you receive it and get to see it with it’s "real" covering, it ends up looking like a tiny bit of string wedged between two badly parked Volkswagens covered in orange peel.

Disappointment is not the word ;)

Would you buy a product from a company again after the end result was so vastly different from what you’ve seen advertised? I think not?

What do your customers actually want?

So, now we’ve established that VS have lost track of who is spending the money and who they’re real customer base is, so lets attempt to figure out what they can do to pull themselves (no pun intended) out of this rut.

First thing would be to rethink their choice of model. Again Sara said it best with:

You may think you are being progressive and open minded by using super models who are in their 30’s in some of your ads, but we aren’t fooled. We don’t look like those women,

Dove Campaign for real beauty Maybe Victoria’s Secret should take a leaf out of Doves book and their "Campaign for real beauty" commercials. (I can’t find a link to these videos anywhere – but if anybody can find an advert for "Dove Summer Glow" and you’ll know what I mean. I did find one copy on YouTube which has since been removed – go figure!).

Victoria’s Secret needs to get down to the art of making their lingerie appeal to real women. To making them believe that they can feel sexy, confident and comfortable in the their lingerie.

They also need to be promoting the idea that real women are sexy.

Before I go any further. Let me say one thing: Fat is not sexy.

Being fat does not make you are a "real" woman, or a "real" man for that matter.  It just means you’re unhealthy.

Neither is skinny sexy, not when it’s unnaturally so. All you after dinner puckers be warned.

Sexy is natural and healthy (emphasis on healthy).

Getting back to roots? Nah!

Victoria’s Secret does not need to get back to any roots of why the company was started.

"I feel so strongly about us getting back to our heritage and really thinking in terms of ultra feminine and not just the word sexy and becoming much more relevant to our customer," Turney said Thursday.

Victoria’s Secret needs to listen to what their current core customer demographic wants from them now and deliver on it. That’s the way forward. That’s they way to pull yourself up by the socks after a 12% drop.

Give the customers that actually spend the money and use the product what they want.

If you do that you’ll build return business, customer satisfaction and improve your brand reputation.

As tenuous as all this may be in connection to technology there is a valuable lesson to be learned here for ever
y company that produces any kind of product.

  • Don’t get caught up in your own hype.
  • Don’t start thinking that you know what your customers want better than they do.
  • Don’t get caught up in some dogmatic idea that the company was founded for one reason and can only exist to service that reason!

People, ideas, societies, cultures and markets change. If you want to stay on top you need to change with them and these changes can be drastic.

Yet, if you pay attention to what your customers want and you and are trying to predict what they might want, these changes can be easy to manage and allow your company to grow to meet their needs.

However, I must stress again, that attempting to predict what your customers want does not mean you’ll get it right and you need to shift gears rather quickly when you get it wrong.