Funny how these things happen sometimes. A friend of a colleague/friend read my “How YouTube and Facebook are Killing Innovation and Success” from a couple weeks back. She/he appreciated the insight and suggested we get together to discuss a collection of ideas she/he and a couple “partners” had been kicking around.
A day or so later we met. After an couple of hours of mostly highly discussion she/he popped the question: “Mark, what would you do?”
Below is a rough and obviously very high level synopsis of the answer that came off the top of my head then (and has been refined a bit since):
Note: Many of these are not silos. That is, the reality is they are interconnected and take form in an agile and interactive fashion. They tend not to happen in a nice and neat linear list as you see here.
- Develop your logo / brand identity. This includes domain name(s), social media profile handles, etc.
- Formalize your mission statement. Be clear and concise about your idea to the point that all partners agree and sign-off, be it informally or formally.
- Organize your collection ideas into a 10 slide “”pitch-deck”. There could be multiple versions of this pitch depending on the target audience. Regardless, each pitch should answer the target’s “What in it for me?” Note: This step is as much about aligning the partners as it is about organizing your pile of ideas and crafting your pitch(s).
- Sketch out a marketing plan and set some goals. For example, how many Twitter followers and Facebook “friends” equals “critical mass” and success.
- Set up social media accounts (e.g. Twitter, Facebook, etc.) and begin collecting followers. Track that against goals and regularly assess how much resources it’s going to take to hit your targets.
- Set up a basic / coming soon / sign-up-for-beta website. Use any of the above content to flesh that out. Ultimately, the site should get beta sign-ups, help add FB Likes, Twitter followers, etc. The fact is, with barriers to entry so low, cutting through the clutter is a very difficult task. Most non-marketers severely under-estimate how difficult engagement really is. In other words, you’re not the only outfit with a great idea trying to get people’s attention.—Be sure to use Google Analytcis on the site so you can monitor: traffic, nature of the visits, clicks, etc. in order to gauge the level of interest. GA is essential. Collect and analyze your all data in order to refine the sketch of your marketing plan.—I’d recommend a blog on the site to communicate ideas, show progress, collect comments, etc. A blog is also good for SEO. That said, content generation takes time. Who’s going to do that? Reply to comments, manage the social media accounts (correctly), etc.?
- With that said, define roles. Of the partners, who is responsible for what, when, etc. Don’t assume. In fact, never assume. Also, there’s a massive amount of truth to, “The devil is in the details.” You’d be surprised how easy it is to not on executing once you get past the idea on a bar napkin stage.
- As that’s all moving along, refine your wants-list into real business needs, (fairly detailed) functionality, wireframes (hand-drawn is fine), etc. and begin to design and develop the brand’s website. Your critical mass goals, sign-up progress and traffic will help to dictate your timeline.—The current rule of thumb is to get in the game with a raw but solid idea and refine as you go. None the less, you have to have some framework to start with. Especially, if there are multiple decision makers. It goes without saying that personalities change as the bumps in the road come bigger and faster.
- As all that’s moving along, develop a network for press releases and other “good will” type channels. Contrary to popular belief, big dogs (e.g. Facebook) don’t exactly go viral. Once the angel investors and VCs kick in their part those players open up their “little black books” of media contacts to fan the fire of interest in their new investment. When someone tosses in 5, 6 or 7 figures they aren’t just sitting around praying for “viral”. They’re playing puppet master. If you’re more grassroots and boot strapped then you might be limited to praying for viral. It’s up to you.
- Discuss if not formalize an exit strategy. You’d be surprised how well defining the way out helps to determine the path(s) you take. Building a house to live in and building one to sell are usually two very different approaches.
And now for the Bonus Tip:
Don’t quit your day job until your have to. On the other hand, there’s something to be said for, “Where there’s a will, there’s a way.” Having your back up against the wall can be inspiring—provided the partners agree on who’s going to bear that burden.
We’ve all heard the stories. The twenty-first century equivalents of Daniel Boone, Paul Bunyon and Paul Revere. Amazing and larger than life.
First, there’s YouTube. Three former Pay Pal employees sketch out an idea on the back of a bar napkin (so to speak). They proceed to pursue the idea. Why? Because they can and they’re the types to do so. They launch quickly, continue to tweak, etc. and the site goes viral before the word was in the mainstream lexicon. As the story goes, less than two years later they sold to Google for well over a 1.5 billion dollars. Billion,
And then there’s Facebook, as “documented” in the film “The Social Network.” Mark Zuckerburg & Co whip together an idea, or stole it depending on who you ask. From there they rocket from stuffy East Coast Harvard to West Coast “swimming pools and movie stars” and onto billionaires and millionaires in less than two hours of running film time. With a little help from naiveté and Sean Parker, of course.
Both stories are impressive and inspiring. In that context, it doesn’t get much better.
Unfortunately, they are also both an exception to the rule. And not just small exceptions but are probably at the extreme edge of the exception scale. Winning the Power Ball lottery or dating a super-model is probably going to happen to you sooner than your idea becomes the next (me-to?) YouTube or Facebook. Yes, these thing can and do happen. I’m not here to squash dreams. But is looking to score the equivalent of back to back to back hat tricks in the World Cup a wise and realistic use of your energy?
Presuming you’re going to put some life-saving on the line, add stress to your life and your family (where before there was none), etc. perhaps there’s a better way? Perhaps, a business plan, or at least the draft of one?
Please note: I’m not a big fan of a business plan, as a plan per se. On the other had, the process of: collecting ideas; writing them down; organizing them so they make sense; flipping them upside down to look for holes; fully vetting your ideas; a draft a mission statement; assessing the size of the market and how you’re going to motivate and communicate with that market; defining goals and success and how those will be measured; sketching wireframes (if it involves a website) or the offline equivalent; formally and thoroughly analyzing the competition; reasonable and objective estimates of the resources required (i.e., time, talent and money); best case(s) and worst case(s); showing this collection of organized ideas to colleagues; and then stepping back yourself to see if the reward warrants the risk…
Well, there’s something to be said for a business plan forcing you to accomplish that.
The point of this exercise it’s only to prove yourself right, it’s to prove yourself wrong. You’re probably going to go forward anyway—as most entrepreneurs do—just make sure you know what you’re up against. The fact is, plenty of top flight squads have swaggered onto the pitch presuming victory over a less worthy opponent and gone home humbled and without the victory. Yes, over-thinking it can be dangerous. However, I’m willing to bet that the non-victorious under-think more than they over-think it. Do you believe there’s no scrapheap of failed YouTube, Facebook, etc. wannabes? Just because that heap isn’t good Hollywood material doesn’t mean it doesn’t exist.
That said, I’ll be the first to admit I have a soft-spot for spontaneity. I appreciate being quick to market. I embrace the agile mindset. When it’s time to run, I’m ready to go. Foolish! Hungry!! On the other hand, when it’s asked, “Nice. Which direction is this next YouTube/Facebook headed?” and “How are you going to get there?” the answer should be more than a couple pages of bullet points, most of which are the usual pages (e.g. About Us, Contact Us, etc.). Frankly, that type of swagger raises a red flag. Your opponent, the devil & his details, are probably smiling. The W is all but theirs.
The bottom line…Odds are you’re going to need to put the uber long-shot myths aside if you want Justin Timberlake in your “based on a true story” dream come true movie.
Finally, I’d like to end this with this thread from Quora.com:
Some serious food for thought in that one, yes?
“Facebook Fan Pages: 7 Dos and 7 Don’ts for effective Community Development” by Dimitris Zotos (WebSEOAnalytics.com, 24 January 2011). A couple days ago this article popped up in an RSS feed. I read it, left a somewhat skeptical comment, and moved on.
However, over the last couple days I realized that wasn’t enough. In my quest to rid the world of misinformation and myth as generated by “social media gurus” I felt a more thorough response was in order. Please note, I’m not trying to discredit Dimitris as much help others not be misled. With that said, let me run right down his list:
7 DOs for Facebook Community Development
1. Focus on the Content – Upload images, videos, texts and other media types around your brand, focusing on the interests of the community you want to build.
Yes of course. Focus on keeping it relevant and don’t over do it. Yes Virginia, you can tweet too much. If you’re a smaller one-man/one-woman show don’t mix personal with business. For example, if you the person wants to tweet then have a separate account for that. Business feeds that chatter about the weather, lunch, etc. are annoying.
2. Encourage Discussions – Try to engage users by asking and answering on various updates. People are more likely to interact to a human tone of voice instead of a cold corporate talking. Tip: Use @ before a user name to mention specific users –like twitter).
Yes, but again don’t over do it. For example, Mashable uses the old ask a question trick with each and every update on Facebook. After a while that gets tired and in turn counterproductive. If your public wants to chat they’ll chat. But don’t judge success by the amount of small talk you inspire. If people are following you to satisfy certain information needs and you’re doing that, they very well might not have anything to say. They’re busy too, remember
3. Setup Contests and games – Be creative! Motivate people to participate and add entertainment value to their online experience.
Again, another overused cliche so be careful. If you elect to try this out make sure you stay true to your brand. Make sure the contest/game is relevant to your brand and the expectations of your community. People might not embrace your brand to be entertained.
4. Reward your fans – Why should I hit the “Like” button? Do you offer only information for your company and products? A way to attract more “Like” thumbs is to offer something special for your fans. (Vouchers, special offers etc).
I strongly disagree. A Like is ubiquitous and vague as it is. If you want to trade Likes for some special offer that’s fine. Just understand that that changes the meaning of Like. If you start to get disLikes will that mean they don’t like you? Or is it someone you baited to Like you and now they’re just returning to where they should have been in the first place? Don’t believe the hype, a Like is a pretty meaningless measurement.
5. Promote your Fan Page – Add your Fan Page’s link in your website, blog, e-mail signatures newsletters and printed media.
Yes, of course. But also be mindful that Facebook might not be around forever. For example, look at MySpace. A lot people invested quite a bit of time and energy in their MySpace presence. Once that bottom dropped out that investment was gone. You should have an overall web presence with a hub (i.e., your own freestanding website) and social media should be the spokes that feed that hub. Not the other way around.
6. Create Custom Tabs – Create custom tabs with compelling images or videos. This could be a presentation of your company, a contest announcement or even an application.
See point #1 about content. This might be a great idea, or it might be a waste of time. Add value, not novelty.
7. Be prepared to respond to negative reviews – These days people are more likely to express their negative reviews and comments straight to the brand. You should always be prepared to respond a negative review and you should not just try to hide it by deleting the post. This requires a specific policy and the right.
The better recommendation would be, “Be prepared to listen.” The new paradigm is about conversation. Naturally, there are going to be things you’re not going to want to hear. Should this happen then learn from that interaction. Chances are good that if the person was truly dissatisfied they wouldn’t have said anything to you/your brand at all. They have something to say so listen. In most cases you’ll be happy you heard from them.
7 Don’ts for Facebook Community Development
1. Don’t invite all of your friends – You should not invite all of your friends but only the ones you believe that are interested in the page. It is really annoying to receive notifications and invitations from things you are not interested in or even dislike.
Actually, not really. First, in the context of some of the Dos it sounds awkward. Baiting with a contest is okay but inviting friends is not? Aside from that, the beauty of FB, etc. is that the receiver is empowered to decide. In other words, invite them and let them Like you, or not. Or maybe they’ll Like you today and then unLike you tomorrow. It doesn’t matter since an invite is far more authentic than baiting.
2. Don’t leave the spam posts – Don’t let spam posts and links within Fan Page’s wall. This kind of moderation is not against freedom but it ensures that users will respect the community members.
Translation: Use a service like Posting (www.Postling.com) to help monitor and manage your Internet presence.
3. Don’t post from the same source – Don’t keep on posting only your website’s feed, even if you have a news media website.
Do what you feel most comfortable with and let your fans be the judge. Ultimately, quality and relevance is more important than source.
4. Don’t spam your users – Don’t send promotional notifications every day. It is not effective but annoying.
Agree 100%, finally.
5. Don’t forget the Privacy issues – Don’t upload images or videos and don’t tag users without a given permission. Privacy is a sensitive part that you must be extra careful.
Yes, it’s a fine line. But again, people can police when they have been tagged and detag themselves. If the photo is of questionable value (read: it’s risqué) then maybe your brand shouldn’t be posting it to begin with.If you’re not sure how your community might react just tag a couple photos and see what kind of feedback (or not) you get. And of course, if you do decide to be proactive expect an occasional complaint.
6. Don’t create fake accounts – Don’t create fake accounts to represent or support brands. Your target in a social media campaign is not to collect tons of fans or friends but to build relationships.
Should you have faux identities to post on your own page? No, of course not. On the other hand, be aware that when you are the admin of a page you can not interact with that page as your own identity. For example, if a small biz owner sets up a page for his/her business then that owner’s comments on the Page will always appear to be coming from the Page (not the person). If that person/brand promotes “personal service” then the expectation might be to see interaction coming directly from the owner. If that is the case then a second faux account should be used to set up the Page. Note: Faux accounts are a violation for the FB terms of service so be careful. Maybe your “newborn” or “great great grandmother” needs a page. Understand?
7. Don’t be so serious – For the community managers: Don’t take yourself so serious. People always enjoy a cool attitude.
Disagree! What you should be is brand appropriate. Humor is similar to politics and sports, in that it can be easily misinterpreted. The goal is to be authentic, and don’t confuse “business casual” with bogus attempts at being “cool”. I certainly wouldn’t want my lawyer or my doctor to be focused on having a “cool attitude”. Would you?
Bottom line…Once you jump into the social networking and social media pool there are plenty of “experts” out there with snake oil to sell. Always be on the lookout for new ideas. But also be aware of the fact that there is plenty of noise as well, and don’t assume that just because you read it on the Internet that it’s true.
“Follow the Money (Facebook, Mobile Phones and the Future of Shopping)” by Kim S. Nash (CIO Magazine, December 2009). Last week’s post on Wired’s “The Future of Money” article might have been a bit abstract and heavy duty for some. This is more particle guide to the state of the online shopping art.
Here’s a bit of inspiring food for thought:
On Facebook, millions of people declare themselves as fans of performers, products, even the president. The number-one fan page on Facebook is dedicated to the late Michael Jackson, with 10.3 million members. President Obama is next with 6.8 million. Starbucks is the biggest retail brand with 4.8 million fans. But becoming a fan of something is the equivalent of wearing a logo T-shirt. It doesn’t bring M.J. back to life, reform healthcare or sell more coffee. 1-800-Flowers intends to find out whether social networkers are also social shoppers.
As well as:
The company is also tuning its marketing volume to match Facebook’s atmosphere. That is, rather than promote products all the time in the store’s status bar, there are trivia contests and craft ideas to keep fans engaged. “This is definitely a new and unique channel. Jumping in there and hard selling is not the way to go,” he says.
“Mashable’s Social Media Guide for Small Businesses” by Matt Silverman (Mashable.com, 4 December 2009). Brilliant! So jam packed with goodies that the best thing to do is get out of the way and let you jump right in. Enjoy!
“Staying On Message” by Jaikumar Vijayan (Computer World Magazine, 19 October 2009). There’s certainly no shortage of ideas and examples on the business uses of social networks. None the less, this is a solid collection to get your week started on the right click.
In addition, there were two other soc-net focused articles from ComputerWorld.com that you should be of interest to you:
“Social Security – Public cloud vs. internal social networks” by Stacy Collett
“Scams & shams: The trouble with social networks” by Robert L. Mitchell
“What’s your Twitter ROI? How to measure social media payoff” by Mary K. Pratt (ComputerWorld.com, 21 September 2009). Ms. Pratt crafts a soft, user friendly overview of some of the ROI issues that are confronting organizations as they migrate their brand into the realities of Web 2.0 and beyond. If you’re in this camp then this article will let you know that you are not alone.That said, aren’t these the say type of questions we asked 10 years ago as the internet went mainstream? My stock tongue in cheek joke is — The internet, I hear it’s gonna be big.
Unfortunately, the article misses the mark on the point of social media, Web 2.0, etc. and the associated shift in the paradigm. The world as it now exists isn’t about the brands, it’s about the guests. I’m certainly not going to suggest that any effort be pursued at all costs. We are talking business after all. However, the old mind set of, is what I’m spending going to get my customers to do what I want them to, doesn’t really apply in a world where the guest has the power. The question guests now ask is, is brand such-n-such doing what I expect? Are they living up to MY expectations?
In short, you don’t really have a choice.
You’re going to have to surrender to the fact that some of the old measurements (of control) no longer apply. The approach needs to more holistic. There needs to be effort put into being part of the conversation (and stop focusing on leading and/or manipulating it). For example, the reality is, you don’t have to tweet. However, you do need to give people something to tweet about. It’s amazing what you can get for free if you know how to play your cards right. The fact is, in the history of business, no marketing tool has been more cost effective than word of mouth/Tweet/FB status.
Actually, you have two choices. One, figure it out now. Two, figure it out later. Either way, you will have to figure it out. These things — whether it’s Twitter, Facebook or their eventual cousins — aren’t going away anytime soon. If you wait to make the investment in understanding and using the tools then you will only be that much further behind the curve. This isn’t a sprint, it’s an ultra-marathon. So while you’re scratching your bum, focused on ROI, others are being guest-centric, putting their self-interests aside for the moment and pushing forward knowing that the return will come.
Because as we all agree, standing still isn’t the key to success.
“Google Plans a PC Operating System” By Miguel Helft and Ashlee Vance (New York Times, 8 July 2009). What so many have been saying for so long. Time will tell if this will be good news for the rest of us.
“Great Wall of Facebook: The Social Network’s Plan to Dominate the Internet — and Keep Google Out” by Fred Vogelstein (Wired Magazine, July 2009). The classic battle between good and evil. But who’s good and who’s evil?
“Secret of Googlenomics: Data-Fueled Recipe Brews Profitability” by Steven Levy (Wired Magazine, 22 May 2009) Who would have thought that a tweak or two on an auction would becomes a billion dollar money machine?
“Hello? Arkansas? Yeah, It’s Facebook” by Mark Hrywna (The NonProfit Times, 15 June 2009). Great and inspiring article but for the moment try not to be distracted by the social network hype. Using social networks is a tool, not a panacea. It still takes time and resources to use that tool . What’s nice is that when the work is done well then the fruits of that labor can scale rather well (i.e., the pool of guests / donors is large). It should be noted that Arkansas Children’s Hospital Foundation (ACHF) “recently hired someone to take over direct marketing efforts and social networking.” In other words, to reap the fruits an investment must be made, managed, maximized, etc.
In addition, Ben Tanzer, senior director of strategic communication at Prevent Child Abuse America (PCAA), makes an essential point when he says:
The goal is to create as many platforms and portals as possible, providing people with different opportunities that the organization eventually will cross-link, and as Tanzer describes it, cross-pollinate. PCAA is focused less on fundraising and more on “helping to refine the message so when people learn about the organization they get what we do,” he said.
Being available is half the battle. It is still important for the brand to clarify their message, a message that needs to resonate with their perspective guests. The NPO has to figure out what it is that their guests are willing to buy. Simply asking for money is probably not going to be enough.
Finally, with success stories such as this one the clutter factor is going to come into play fairly quick. Soc-nets are where the guests are so they are certainly not a channel to be ignored. On the other hand, that channels’ ability to deliver “get rich quick” results will in all likelihood diminish as the level of noise and competition increases.
As we at AU like to say, “The internet… You can figure it out now. Or you can figure it out later. But you will have to figure it out.” No pain, no gain, eh?
Great one… “I’m So Totally, Digitally Close To You” by Clive Thompson (The New York Times Magazine, 7 Sept 2008)
About three-quarters of the way in you’ll find:
“Laura Fitton, a social-media consultant who has become a minor celebrity on Twitter — she has more than 5,300 followers — recently discovered to her horror that her accountant had made an error in
filing last year’s taxes. She went to Twitter, wrote a tiny note explaining her problem, and within 10 minutes her online audience had provided leads to lawyers and better accountants. Fritton joked to me
that she no longer buys anything worth more than $50 without quickly checking it with her Twitter network.”
More and more often there’s a story about someone using their network cloud – so the same can be applied to Facebook to some extent – to solve a problem that prior to hyper-connectedness used to be solved by traditional search (e.g., Google). Granted, this could be one of the reasons why Google wants to exert influence on the cell phone market. Given that their biz model is built on search it makes sense that they are more than a little concerned. True there are already sites where one can post a question, and wait / hope for an answer. However, cloudsourced answer(s) can come almost instantly; from birds of your feather; and are probably more accurate and/or suitable.
The real story here… At this point, who needs Google?
“Targeting Search Engine Rankings” by Jonathon Love from Internet Retailer (www.InternetRetailer.com) not only aims to shine some light on the stepchild of search (i.e., organic search,not paid search) but it actually stumbles upon something very interesting that inspired a letter from AU to Jon and IR.
Good morning Jon
Interesting article. Thanks.
However, the other important story here seems to be… How ineffective search engines are at delivering the expected results (i.e., Wikipedia would looks to be the #1 “retailer” based on this study). At the very least a side bar article discussing this “shocking” find would have been nice. Also, to round out the topic some insight in how to adjusting marketing and other efforts to get to customers before they resort to what appears to be random searching.
Finally, how about some talk on the coming decline of search as the first step in the shopping process? As soc-nets grow it would seem only natural that we humans do what we used to do, ask our “friends” for recommendations. So unless the search engines can make major improvements, answers to questions such as “Where can I buy…” are going to best answered in the crowd-cloud. (Yeah, crowd-cloud, I said it first!)
Yes, there have been attempts at this (e.g., Yahoo! Answers) but none, that I know of, within the context of a MySpace, Facebook, Twitter, etc. Who needs Google when one’s Twitter followers can return the right answer faster?