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Archives for 2009

Welcome to Real Time


Real Time

Start thinking about real time.  Start now.

If that statement makes perfect sense, you can probably stop here and return to your Twitterstream.  If not, read on.

ReadWriteWeb took a swing at Explaining the Real-Time Web in 100 Words or Less.  Here’s the first sentence:

The Real-Time Web is a paradigm based on pushing information to users as soon as it’s available–instead of requiring that they or their software check a source periodically for updates.

And here’s the last sentence:

Real-time information delivery will likely become ubiquitous, a requirement for almost any website or service.

ReadWriteWeb is not infallible, but still pretty authoritative–so let’s assume this topic is important!  However, that definition was published on September 22, 2009, and “two months ago” equals an eternity in real time. So we fast-forward to a very recent post and presentation by the guru of now, Jeremy Owyang:  Real Time Web Is Not Fast Enough—Three Strategies For Business.

While I’m writing this, Jeremy is tweeting his real-time observations from LeWeb, “Europe’s largest Internet conference,” which is focused this year on (you guessed it) “Real Time.”  And LeWeb is live broadcasting in another window on my desktop.

Which is a perfect example of the real-time-web experience.  I’m semi-watching the conference (which is in another country) along with nearly 3,000 other viewers, while getting tweets from people who are there, while simultaneously researching the topic on the “slow-time web” and writing about it on my WiFi laptop.

All of this takes very little effort on my part (though of course I’ve spent time setting up the infrastructure).  Nor do I need fancy equipment—everything I use comes from regular retailers and is reasonably priced–and I have normal broadband cable service, which is not especially fast.

There really are few barriers between the average user and the real-time web.  But there are some real challenges involved for companies.

Jeremy writes:

Real time data is exploding at a rapid pace with the influx of status features and mobile devices.  This brings new opportunities for people to get information when they need it and opportunities [for] the companies that want to provide contextual information.  Yet, despite the opportunities, most companies are unable to keep up with the “Slow time” web as it is.

More to come about those challenges—and some emerging prescriptions—in future posts.  But for now, I strongly recommend Jeremy’s post mentioned above, along with a more detailed version in which he offers some forward thinking about “what’s next” (the Intention Web) and how business can meet the challenges of “right now.”

Takeaway: The time to start thinking about now is . . . well, you see the point.


(Many thanks to kasrak for the evocative “self-portrait.”)

Microsoft was Most Talked About Brand in 2009 on the Social Web

microsoft_buildingMicrosoft has been investing a lot of manpower and money into turning its struggling brand around and making it a powerhouse again.  With brands like Apple and Google beating Microsoft in terms of innovation and creativity, Microsoft has done its best to keep up with the release of its Bing search engine and “I’m a PC” commercials in 2009.  It looks like some of those efforts are working.

According to a study by Zeta Interactive for BrandWeek, Microsoft was the most talked about brand on blogs, Facebook and Twitter in 2009.  Google and Apple came in 2nd and 4th place, respectively, on the list of the top 10 most talked about brands on blogs, Facebook and Twitter in 2009.  You can see the top 10 below:

  1. Microsoft: 375,661 online posts with 83% positive and 17% negative
  2. Google: 361,344 online posts with 82% positive and 18% negative
  3. Amazon.com: 282,668 online posts with 88% positive and 12% negative
  4. Apple: 241,879 online posts with 75% positive and 25% negative
  5. Target: 208,848 online posts with 78% positive and 22% negative
  6. Honda: 195,845 online posts with 82% positive and 18% negative
  7. Sony: 209,955 online posts with 71% positive and 29% negative
  8. Blackberry: 117,641 online posts with 92% positive and 8% negative
  9. Nike: 121,188 online posts with 89% positive and 11% negative
  10. Walmart: 108,988 online posts with 90% positive and 10% negative

It’s interesting to note that Blackberry had the highest tonal rating with 92% of online posts written about the brand carrying a positive tone and only 8% carrying a negative tone.  On the flip side, Sony had the worst tonal rating of the top 10 brands with only 71% of online posts written about that brand carrying a positive tone and 29% being negative.

Also interesting is the fact that only one automotive manufacturer made the top 10 list (Honda) and three discount retailers made the top 10 (Amazon.com, Target and Walmart).  It can be assumed that the struggles of American car companies and the economic recession drove the number of online posts about these companies and brands up in 2009.

While this study isn’t enough to bet the farm on, so to speak, it does provide a high-level picture of the online buzz about brands across the social Web.  There is no way to ignore the social Web in terms of brand building anymore, and brands that focus on leveraging its broad reach and power are generating a loud online buzz, which is predominantly positive.  A social media marketing plan is simply a strategic imperative in 2010.

Your thoughts?

Image: Flickr

Social Networking: Make Room for the Introverts

Bokeh

I see the terms “social media” and “social networking” used a lot.  Really, a lot.

Susan Burns makes an important distinction between “social media” (a collection of tools) and “social networking” (the application of social media):

Social networking is pursued with the underlying intention of dialogue, engagement, and interest . . . If you are simply pushing jobs out to Twitter, Facebook, or LinkedIn, you are socializing job postings by using social media, but not necessarily engaging in social networking. If you’re engaging prospective talent in discussions and building active communities, you are pursuing a social networking strategy.

A very valuable point.  But let’s say a company and its recruiters understand the nature of social networking and want to engage, build, and generally communicate on a community level.  There is an “easy” side to that strategy, in the sense that there’s an eager audience of social media users out there who will welcome the opportunities they are presented with.  They will naturally communicate and communitize.

Of course there is also a set of people who don’t have the connectivity and/or the technical capability to respond to social networking opportunities.  They will have to be reached by some other means—and that’s the challenge of the “digital divide.”  Although it’s less and less of an issue, it does still exist.

But there is also a third group, and these folks may be the most ignored.  Social networking is by its very nature geared toward outgoing, expressive personalities.  As well as ambitious, even aggressive personalities.  And these “extroverts” often have a natural knack for connecting via social media tools.

Yet not all potentially valuable employees will fall into this “extrovert” profile.  In fact, many highly successful executives are “introverts” according to a fascinating article in USA Today, which offers insights into the relationship of creativity, charisma, leadership, and personality type.

So.  Where do introverts fit into today’s world of social recruiting?

A thoughtful post by “Cincy Recruiter” Jennifer McClure explains that the difference between extroverts and introverts is not what most people think.  Extroverts are not necessarily non-stop socializers, and introverts are not necessarily shy and retiring.  According to McClure, one big difference is that “introverts recharge by spending time alone,” while “extroverts recharge by being around people.”

That rings very true in my experience—and it also accounts in part for why the two types are not always clearly differentiated by Myer-Briggs and other personality tests.  McClure goes on to offer some connecting/networking tips for self-defined introverts, aided by a delightful slideshow for the “shy connector,” created by Sacha Chua.

Although McClure herself is a recruiter and an introvert, the great majority of people in sales/recruiting/HR are extroverts themselves, and so may take that state of mind as the norm.  Therefore!  Anyone attempting to develop and implement a social networking strategy would do well to read McClure’s post and give some thought to creating an integrated approach that will appeal to quieter types as well as go-getters.

PS:  Attitudes toward extroversion and introversion have a definite cultural aspect.  In the U.S., for example, extroversion is generally considered “normal” and introversion is viewed by many as falling short of the personality ideal.  That’s not true everywhere, and may actually be reversed in some cultures.  But there may still be lurking bias—especially in interview situations—toward more outgoing candidates or prospects.


(Thanks to kevindooley for the illustration of bokeh–a photographer’s term for the diffused light that appears in an image when the light source is unfocused.)

Glanbia–Ethics and Employees

Glanbia is an Ireland based diversified food company. Their website could be a model for good business and financial reporting. The Homepage is a gem–

Observations–

  • Letter and picture for the Managing Director
  • Good display of the business and performance
  • Links to more information about the company

Well designed, organized and eye appeal with sacrificing content.

Next, go to the Strategy section where there is a graphic and narrative description and targets that are boldly displayed–

How’s that for Transparency!

Hurray, the Annual Report is online —

Navigation is provided and you get a menu of services such as–

  • Create a PDF of the page
  • Send the company feedback
  • Print
  • Put page in a print basket

Very nice indeed. Another notable feature of this site are short narratives from employees–

This feature sends a message that the company values its people and gives a sense of humanizing an otherwise static medium.

Finally the company discusses Integrity–

  • The Board applies integrity, principles of good governance and accountability throughout its activities and each Director brings independence of character and judgement to the role. All of the members of the Board are individually and collectively aware of their responsibilities to the Company’s stakeholders. (2008 Annual Report), (Governance Report)
  • We encourage all our people to ‘Make a Difference’ through:
  • high energy performance;
  • constant innovation in the way we work and openness to change;
  • clear accountability and delivering on our commitments;
  • personal integrity and pride in Glanbia. (Corporate Culture Statement)
    • The Directors are responsible for the maintenance and integrity
      of the website.(2008 Annual Report) This is unique. I have not seen this on other corporate websites.

    All notable since Integrity is amplified by the “Tone at the Top”. The company would benefit greatly by adding an Ethics/Integrity Process that would integrate these statements.

    The Social Media Master: How Your Company Can Excel at Networking

    I am a big fan of Facebook and Twitter and count them as the number one effective ways that I market and network with peers in my field. The networks have proven undoubtedly that they are quite successful in connecting with and finding resources for whatever your company’s field of expertise may be.

    Although the concept is viral, there are still many companies, large and small, who do not take advantage of the multiple benefits of utilizing a social networking campaign within their media campaigns. There are numerous articles and blogs online that cite the wonderful advantages of using social networking, but until a company actually implements some of these tools and tips, they are simply “ideas” that are waiting to be found.

    If your company has the resources, consider delegating the campaign solely to an individual or set of individuals who can concentrate 100% on building a social networking presence online.

    They could be responsible for posting blog entries, interacting with others in the industry, answering questions that readers may have or simply researching and finding industry-related news that you can use in your marketing strategy.

    Sometimes, it is just as effective to make 1-2 blog posts per week and Tweeting them as opposed to nothing at all. However, building up a viable presence on the social sites will require more than a Twitter post.

    I personally have found that companies who interact from a genuine standpoint are usually more successful than those who are not. By that I mean companies who take the time to explain a concept, answer questions directly, respond to comments expeditiously and participate in discussions are more likely to get the attention of their readers than those companies who may make a few random comments on occasion. Readers and social networkers who frequent online networks can quickly tell the difference in the two. Help your company stand out by taking the time to invest in building up a solid networking campaign that readers will come to know and trust.

    Once you’ve invested the tools, resources and time in building a social networking presence, be sure to keep it stoked by staying abreast on news and developments that relate to your industry. It’s important for readers to see that your interests and commitment align with theirs and they will eventually come to trust you as a viable source of solid information and knowledge. Your mastery in the social media world is not one that has to be elusive or overwhelming. It’s all a matter of placing yourself in key positions and on important sites to get you and your business noticed. While I cited Facebook and Twitter as two of my favorites, what are your favorites? Do you find that any particular social networking site is more receptive of your business or service than any other?

    Black Friday Search Trends for 2009 and What They Mean for Marketers

    black_fridayGoogle released its annual Black Friday search trends analysis recently, and searches for “Black Friday” and “Black Friday sales” were up more than 20% and 50%, respectively in 2009 over 2008.  Considering that Google controls more than half of all search traffic online, I think it’s safe to call these results a fair representation of what’s really going on across the Internet.  Searches for “printable coupons” and “sales” were also up by 50% over the prior year.  Clearly, the economy is driving holiday shopping this year, and consumers are looking for deals more than ever.

    Another interesting statistic was the spike in Black Friday related searches, particularly deals, which began picking up steam a month earlier in 2009 than they did in 2008.  The peak in shopping-related searches occurred on Black Friday, itself.

    Interestingly, online sales were up by 11% on Black Friday (according to comScore), which tells us not only are more and more people turning to the Internet to find deals and holiday sales, but they’re also making more of those purchases online.

    And of course, searches for the ‘must have’ toys and products of the 2009 holiday season are up as you’d expect.  This year, Zhu Zhu Pets and Mattel’s Mindflex games are hot!

    So what does this tell us from a marketing and branding perspective?

    First, the trend in searching for deals earlier probably won’t go away even when the economy turns around.  People will become accustomed to searching for great deals online earlier, and your brands need to be there when they’re actually searching.

    Second, consumers are making more holiday purchases online, but in-store sales continue to dominate.  If consumers are using the Web to find deals and research products, doesn’t it make sense that capturing them with amazing offers that they can’t refuse at the time they’re searching for them would be a good idea?  There’s something to be said for getting out of the gates early and snatching up those sales before they have a chance to get away.  Put together your best offers and go out big and early!

    What do you think?

    Image: Flickr