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The Evolution of the Social Web

Aug 18th, 2010

I never enjoy writing these kinds of blog posts.

The reason? I don’t have a crystal ball; I’m not a social media guru; in fact, I can’t even fix a computer. However, I’ve been inspired by a few recent blog posts and articles that have touched on the subject – so here we go.

After giving it some thought, all I can say with absolute certainty is that, when it comes to the social web, we’ve only just begun. Ten years ago who could have predicted that Facebook, YouTube, and Twitter would be such huge players online.

However, despite this fact, some business people still see social media as a joke. The good news is that the more people who think like that, the greater the opportunity is for you to use these tools to grow your business.

Therefore, my goal is simple. I want to provide you with an overview of the evolution of the social web. By doing so, it’s my hope, you’ll begin to understand the trends shaping its future, but more importantly, what’s required to harness its awesome power to build trust with your customers.

Trends Shaping the Future of the Social Web

In 2009, Forrester Research published a report called; “The Future of the Social Web.” They interviewed twenty-four leading web and technology companies including Google, Facebook, Twitter, and Microsoft.

When asked the question, “what do you think is going to happen [with social media] in the next five years?” Nobody could predict past four years. Things are moving that quickly. The report, went on to document the evolution of the social web in the following five stages:

The Era of Social Relationships: Starting in the mid-90s, this era witnessed the connection of people through profiles and friending features that served as the foundation of social media as we know it today.

The Era of Social Functionality: Social networks begin acting more like operating systems. This means third parties can build applications, games, and widgets and put them on top of existing networks.

The Era of Social Colonization: In 2010, social technologies such as OpenID and Facebook Connect enabled individuals to move around the web with their online identity, making sites and networks that participated social. These technologies, ultimately, could influence buying decisions as people rely more on recommendations from trusted individuals in their social networks.

The Era of Social Context: Social networks and sites begin to recognize your identity and relationships to customize your online experience. For example, soon you might be able to flip a switch online telling Nike you run 10 kilometers a week and immediately see the shoes that are best for you along with input from your running pals.

The Era of Social Commerce: In 2011-2012, individual’s attention starts to fatigue. As a result, people begin to create online micro social networks that focus on the quality of the connections and conversations and less on the quantity. These individuals collaborate to identify products and services that solve the needs of their community.

With specifications in hand, these communities then start asking companies to bid for their business. Thus, the era of consumer-generated brands begins to unfold.

Warning: Participate or Be Left Behind

When marketing was born, it really was just selling. Later, things got sexy and advertising became the opium telling people how they should look and feel.

Then people started to realize that companies weren’t gods. So then, marketing went guerilla. Agencies told their clients it was all about disruption and that they should ambush their customers with their marketing messages.

Today, media is in the hands of the people. So now, smart companies must talk to people. They must keep in touch, listen, and engage. They must now ask, “what will make your life easier?”

In the near future, as consumer-generated brands shake the very foundation of your current business model, you’re going to have to participate within these micro communities to ensure you’re not left behind (if they let you in).

Giving up control won’t be easy, but if you make the transition today you’ll see enormous benefits, and consumers will trust you more for doing so.

Trust me.

About the Author:

Mitch Fanning is VP of Strategy & Business Development for Fruition Interactive, an authorized member of Social Media Club, and founding member of Social Media Club Niagara. He’s spent 10 plus years working with businesses of all sizes, from global brands including NBC.com to Canada’s fastest growing Internet companies ranked in the 2009 PROFIT 100. Follow Mitch on his adventures in new media at [mitchellfanning.com].

Photo credit: krupp

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How Twitter Helps One Small Business Generate Sales

Aug 13th, 2010

Posted by Mitch Fanning in Social Media

The receipt you see above is a direct result of this tweet (see below) by @eatingniagara, which included a picture of the pizza she had purchased from @BellaNoelaPizza in July (approx two months ago).

It looked really good. So I retweeted it. As a result, the following conversation ensued. I ended the conversation with @eatingniagara by asking @BellaNoelaPizza what kind of pizza I should try?

Three hours later I got the following response:

Big Mac version pizza? I was intrigued.

Over the last few months, I’ve been busy and kept putting off my promise to go and try their pizza. During that time, I received a few updates and #FollowFriday mentions from @BellaNoelaPizza. Not over doing it, but enough to re-focus my attention on the fact that I’ve got to at least give them a try.

Well, today, I’m happy to report that I went to Bella Noella’s for lunch and shared two slices with @treatqueendiva – the famous Triple X (it actually does taste like a Big Mac) and the Buffalo Chicken Wing pizza. They were good

The result. Bella Noella’s Pizza generated a sale ($12.00) and in the process has another loyal customer who is generating additional “word-of-mouth” marketing.

Why This Worked

As previously mentioned, I initially heard about Bella Noella’s Pizza from @eatingniagara who, when it comes to food in the Niagara Region, knows her stuff (i.e. she’s an influencer who I trust).

This generated “awareness” as well as “consideration” and “preference” over where I might get my next pizza slice from.

When I asked for a recommendation, Bella Noella engaged me almost immediately. This showed they were listening and here to help. This created the additional momentum for me to take “action” and “buy.”

Once I decided to act and tried their pizza, I was hooked. As a result, this created “loyalty.” In addition, I’ve now become an “influencer.” And the marketing process starts over again.

It really is that simple.

Mitch Fanning is VP of Strategy & Business Development for Fruition Interactive, an authorized member of Social Media Club, and one of four co-founding members of Social Media Club Niagara.

He’s spent 10 plus years working with businesses of all sizes, from global brands including NBC.com to Canada’s fastest growing Internet companies ranked in the 2009 PROFIT 100. You can also follow Mitch on his adventures in new media at mitchellfanning.com.

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Diamonds in your own backyard

Aug 6th, 2010

Posted by Mitch Fanning in Interactive Strategy, Social Media

Instead of going somewhere for our summer vacation, @treatqueendiva and I have decided to plan a few small adventures for the month of August to rediscover (and appreciate) all the great things the Golden Horseshoe area has to offer (i.e. Southern Ontario).

In other words, we’re staying home.

Seriously, we’ve come to realize (once again) we live in a very unique and diverse area of Canada. As a result, we’re going to rediscover the “diamonds” in our own backyard.

Social Media is No Different

When it comes to online marketing (specifically social media) the same often can be true.

People want to be heard. That’s why some use social media, to express themselves. Day after day, I see individuals and companies use social networks to broadcast “all-about-me” messages in an effort to influence others. Of course, this doesn’t work. Most people are not interested in you (or me).

They’re interested in finding solutions to their problems.

People also want to be appreciated and understood. The world is full of people who are self-seeking, but the rare individual (or organization) who unselfishly tries to serve others (using social media I might add) has an enormous advantage.

Dale Carnegie (author of How To Win Friends & Influence People), once said, “you can make more friends in two months by becoming interested in other people than in two years by trying to get other people interested in you.” Zig Ziglar (author and speaker) said it slightly different, “you can have everything in life you want, if you will just help enough people get what they want.”

Recent Example

Lululemon Athletica – @lululemon

The Situation: @treatqueendiva loves her Lululemon gear. Recently, her gym bag strap broke. Distraught, she posted the first of five tweets below. Shorty after, @lululemon responded, demonstrating they understood and offered her solutions.

The Result: The customer felt appreciated and, most importantly, found a timely solution to her problem. In addition, Lululemon increased their “social equity” proving they’re here to help.

Advantage: Lululemon.

Lesson: Become a “Diamond” Hunter

Slow down, watch, listen, and the opportunities will unfold.

Yes, use online publishing and social media tools to tell stories that educate. However, more importantly, spend time in “search” mode watching and listening to what people are saying. Do this and you’re going to be ahead of the game. My colleague, Keith Burtis, recently summed it best – (remember) “those are HUMANS behind the keyboard!”

So, what’s in your “backyard”?

About the Author:

Mitch Fanning is the VP of Strategy & Business Development for Fruition Interactive. He’s spent 10+ years (and put in his 10,000 hours) working with businesses of all sizes, from global brands to Canada’s fastest growing Internet companies ranked in the PROFIT 100. At any given moment, Mitch can be brainstorming ideas for a client, writing for blogs he contributes to, or resting under a tree in a quiet vineyard with @treatqueendiva.

Photo credit: swamibu

[disclosure: Lululemon Athletica is not a client of or affiliated in any way with Fruition Interactive]

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What will you build when you engage your audience?

Aug 4th, 2010

Posted by kent in Interactive Strategy, Social Media

I’m hearing social media being described more and more as a channel these days, the implication being that it’s being thought of as a one-way path to a market.

But what opportunities are missed when you fail to engage with customers, when you take the social out of social media?

I’m going to pick on CBC Radio 1’s The Current a little bit here. It’s not because they’re the only media outlet or business that’s failing to take full advantage of social media or because they’re the worst case. It’s mainly because they’re close at hand — I’m a regular listener so I’m really familiar with what they do on-air as well as online. And I should say, to, that I have HUGE respect for the journalism work that they do. In fact, I’d like for more people to be exposed to it.

Anyway, last week someone The Current was interviewing on-air as a subject matter expert repeatedly made a factual error, referring to WikiMedia as being responsible for publishing the controversial WikiLeaks Web site (they’re not, as both organizations are careful to point out). It was wrong and a potentially dangerous mis-statement given the nebulous legal status of WikiLeaks and so I contacted the producers via Twitter.

What happened next? Nothing. @TheCurrentCBC kept pushing out their same 3 tweets a day — early morning promo for the upcoming show, promo for the podcast, promo for tomorrow’s show.

What could have happened? They could have addressed it in some way. Even if they’d said, “Hey, it’s live radio. People sometimes trip on their tongues. Get over it,” it would have been huge. It would have felt like someone was listening and cared about the accuracy of their reports. I would have been totally SOLD on the The Current.

But I’m just one guy and this is just one example. Let’s zoom out and see what the impact is on a broader scale.

@TheCurrentCBC currently has just over 3,000 followers. They generally get @ mentioned once or twice a day. That’s a huge under-perform for a media outlet with daily, prime-time international reach. And in more general terms, the show is virtually unknown outside of Canada even though their work stands up with the best in the world.

Let’s look, by contrast at The Guardian, the publishing outfit that’s gone from being a semi-obscure lefty English newspaper to being one of the world’s dominant media brands. And they’ve done it largely through a strategy of openness and engagement. Their UK Politics Twitter account (@GdnPolitics) has nearly 10,000 followers — that’s just one account out of dozens (their news feed has over 75,000 followers) A single one of the Guardian’s columnists, @JanineGibson, has nearly as many followers as @TheCurrentCBC.

The difference is The Guardian’s Twitter people engage online. They ReTweet, they reply, they get in the mix. They’ve built an audience, they’ve built loyalty, they’ve built a global brand all on top of engaging their audience.

What will you build when you engage your audience?

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Your Website Is Not Important

Jul 28th, 2010

Posted by Mitch Fanning in Interactive Strategy, SEO / SEM, Social Media

I’m always looking to improve any web site (media property) I own, contribute to, represent, or help bring to life. I’m mainly referring of course to [fruitioninteractive.com] and [mitchellfanning.com].

I’m consistently tweaking and fiddling with these sites in an effort to optimize results. At the same time, however, I’m keenly aware these sites are not as important to you. It’s not your morning destination. It’s not the place you go to first thing to see “what’s new.”

I’m okay with that.

Why?

Mainly because, I’d rather be hanging out where my audience “is” (and so should you).

So where do people hang out? I’m glad you asked.

Search Engines

No doubt about it, the minute someone hears something about you (or meets you in person) and want to know more, the first place they go is to their favorite search engine to see, exactly, what your story is.

The point.

There is a digital footprint that represents you and your business on every major search engine. The first page of search results is your “brand” and the way the world sees you.

Your brand is not what you say it is, it’s what Google says it is.

Here’s the deal…much of what determines ranking position of your web site (in a search engine) is now mainly due to what happens off the page, in the form of links from other sites, which brings me to my next point.

Social Networks

Consider this fact.

People now wake up and check their Facebook and/or Twitter streams (usually on their smartphones) to get a handle on what’s happening in the world.

More importantly, social networks are where your audience hangs out. It also happens to be an effective way to attract links and increase your search engine rankings.

Put simply: If your content isn’t good enough to attract good, natural links (via authoritative sites like Facebook and Twitter), it doesn’t matter how “optimized” the content is on your web site.

The Lesson

Spending time improving your web properties is fine. Just make sure you’re also hanging out where your audience is and stay focused on ensuring your brand is being properly maintained on those online channels.

So, where do you hang out online?

About the Author:

Photo credit: mandyxclear

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Online Video: Keep It Fun, Simple, and Entertaining

Jul 22nd, 2010

Posted by Mitch Fanning in Online Advertising, Social Media

It’s no secret online video is effective.

The reason is clear: video simply engages people in a way that static text and images cannot. There are dozens of studies (and recent examples) that show the power of video to boost customer interaction, encourage viral sharing, and build brand awareness.

One only has to go back a week ago to realize this fact. So, in honour of Isaiah Mustafa (The Old Spice Guy), here are my two all-time online video campaigns:

Enjoy!

The Old Spice Guy

Despite all the recent backlash, I’ve enjoyed this campaign from the beginning (disclosure: I happen to use Old Spice ).

After two days and an incredible 185 personal responses to fan queries on Old Spice‘s YouTube channel, actor Isaiah Mustafa signed off last Wednesday in what could be the most successful social media experiment to date.

The ‘real-time’ brand assault made Old Spice’s YouTube channel the most-viewed channel of the day and the fourth-most subscribed to date at the video sharing site and garnered an avalanche of awestruck media praise and sites including Mashable, Reddit, and Digg.

Update [7/28/2010]: Since posting this article, according to Mashable, Old Spice body wash sales have increased 107% in the past month in part thanks to this social media marketing campaign.

Will It Blend?

Small home appliance maker Blendtec’s first “Will it Blend” video featured a man in a lab coat turning a handful of glass marbles into dust using one of the company’s home blenders. That video has received million of views since it was put online in 2006.

The videos have certainly gotten a little more flashy since their debute, but the idea is essentially still the same simple formula: blender + common object (that you wouldn’t normally put in a blender) = viral video hit.

The Lesson

Why have these videos worked so well and had so much staying power? In no small part, it’s because they kept it fun, simple, and entertaining. Stodgy sales pitches don’t work on the web, but short, goofy, wacky, and unexpected almost always does.

How can you start using online video to make a real connection with your audience?

This is Mitch, on a horse…signing off

About the Author:

Mitch Fanning is the VP of Strategy & Business Development for Fruition Interactive. He’s spent 10+ years (and put in his 10,000 hours) working with businesses of all sizes, from global brands to Canada’s fastest growing Internet companies ranked in the PROFIT 100. At any given moment, Mitch can be brainstorming ideas for a client, writing for various blogs he contributes to, or resting under a tree in a quiet vineyard with @treatqueendiva.

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The Old Spice Man backlash has started. Is it justified?

Jul 21st, 2010

Posted by kent in Branding, Interactive Strategy, Social Media

So the Old Spice Man backlash has begun.

Time (speaking of brands that could use an update), is calling the campaign a #fail because sales have reportedly dropped by 7% (comparing June 09/10 to the previous year. The blogosphere’s piling on, too, with BNet and Jezebel taking a few kicks at the Man Your Man Could Smell Like (and I don’t know about you, but I get ALL of my marketing advice from Jezebel).

So how could this be? The Man has had over 12 million YouTube views and counting, they’ve had thousands of people participate in their interactive video push, they’ve had more positive earned media mentions than anyone other than their PR agency can count. By every “soft” category of measurement — exposure, engagement, influence — Old Spice Man has been a HUGE success.

So why isn’t that translating into hard ROI?

Jezebel has a theory — it’s about gender (surprise) — and the industry is starting to play this as a repeat of the old “great creative doesn’t get results” story.

I’ve got another theory: the numbers are bullshit (for now).

Leaving aside the fact that the sales data exclude WalMart, let’s look at the time period. Years ending June 2009 vs June 2010.

Old Spice Man launched in February of 2010, so on the surface it makes sense that you should see some lift in the units sold data for year ending June 2010.

But The Man didn’t really start to go viral until May/June of this year (at least that’s when I first saw him, and I don’t think I’m THAT far out of the loop)[correction: i just looked it up -- I first saw The Man in February, although it feels a lot more recent than that]. And Proctor and Gamble (Old Spice’s parent company) didn’t make their REAL viral push — with their “get a custom message from the Old Spice Man” thing — until mid-July.

Last week I tweeted a link to 7 Social Media Lessons you can Learn form the Old Spice Man. Here’s the 8th lesson: social media marketing takes time.

It takes time to build relationships. It takes time for the people that know, like and trust you to develop the intention to become your customers. Heck, it takes time to run out of body wash and to need to go buy more.

Social media marketing isn’t a campaign. It isn’t something that you can flip a switch on and see lift from next week. It’s a process. A process that’s built on long-term awareness and engagement.

Old Spice Man is building that engagement, so I’m not ready to write him off yet.

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Is JustCoz.org the REAL Influence Project?

Jul 19th, 2010

Posted by kent in Interactive Strategy, Non-profits, Social Media

Last week I wrote about the negative buzz that Fast Comany created with their Influence Project (nope, not feeding them another link) and the backlash from actual prominent influencers.

To quickly recap: with the Influence Project, FC is asking people to sign up to receive a personalized link to the FC Web site. Particpants send the link to their circle and ask them to click on the link. Each click counts as a vote, the most clicks wins “Most Influential Person Online” and gets on the cover of Fast Company. Critics, myself included, dismissed the project as a vapid attempt to milk people’s egos in order to generate more clicks (and therefore more revenue) and more links ( and therefore higher page rank and therefore more long term clicks) for the publisher.

It was the utter meaninglessness of the whole exercise that really got under people’s skin.

I think I’ve fou d the antidote or at least a really cool alternative way to leverage your online influence AND create some meaning in the world. It’s called JustCoz.org.

Co-founded byJeff Pulver, whose mega-resume includes co-founding VOiP pioneer Vonage, JustCoz.org asks participants to use their influence to spread the word for a cause or charity of their choosing throughout their community.

Here’s how it works:

Cause-based organizations — they need to be using Twitter as part of their communication strategy — register with JustCoz and create a listing to be posted to the JustCoz.org Web site.

Would-be influencers register with the site and choose a cause from the listings. From there, JustCoz.org manages the day-to-day mechanics of retweeting one message a day from the cause to your Twitter account.

It’s simple, it’s sweet. And best of all it’s a meaningful way to use your influence online. I think that’s worth a magazine cover.

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Are you waiting for the Big Moment?

Jul 14th, 2010

Posted by Mitch Fanning in Social Media

Many people spend their entire lives yearning for the Big Moment.

It’s like actors who only live for the Academy Awards, athletes who are obsessed with winning the gold medal, politicians who lust after the highest office.

Others want the perfect mate, the dream house, the Big Payday, and now thanks to the Fast Company Influence Project (Sorry, I’m not going to link to it) to be 2010’s Most Influential Person Online.

Individuals who have participated in this project seem to believe that if they obtain this title something magical will happen that will completely transform their lives. Once this “Big Moment” happens they’ll be better off. They’ll be influential.

Influence is not achieved this way.

Cultivating influence is a slow process. It takes time. Sure, you can make quick decisions, see fast results, optimize, and change things on the fly. However, real influence just takes time. You can’t start a blog and gain influence right away. It takes time to create content, find your voice, develop a community, and earn respect and trust.

You create influence by inspiring and enriching the lives of others. Influence comes from teaching others. By having meaningful conversations that educate based on the content you create online (text, audio, video, images). People then consume your content, comment on it, Digg it, share it, and encourage others to take part.

But more importantly, they’re better off (not you).

Instead of asking people to “click on your influence link” (courtesy of Fast Company), create something useful. Anything. Write a blog post, record one more podcast, produce a video. Visit someone’s web site / blog and tell them you appreciate their insights.

In other words, do what influential people do.

Create something great. Put in the time and commitment to providing your target audience with a unique experience. Listen to online conversations. Hang back and just listen to the flow of conversations. Then, when you’re ready, start adding value and push the conversation forward.

Influence isn’t a “project”. It’s not achieved in some magical “Big Moment”. Influence is created on a daily basis and lies in the smallest of moments, events, activities, interactions, and situations.

About the Author:

Mitch Fanning recently became VP of Strategy & Business Development for Fruition Interactive. He’s spent 10+ years (and put in his 10,000 hours) working with businesses of all sizes, from global brand (NBC.com, Nestle) to Canada’s fastest growing Internet companies ranked in the PROFIT 100, creating, selling, implementing both traditional and digital marketing opt-in strategies.

Inspired by the post What happens when you fake authenticity by Kent Wakely

Photo credit: Fod Tzellos

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