Social Media: what are they all used for? A fun and simple way to understand them all...

Take a look at the simple, and fun, short presentation on Slideshare that helps to explain what the various Social Media tools are used for in one simple sentence - using the medium of coffee drinking....

Social Media: what are they all used for?

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Social Media - made simple.

Picture by http://www.flickr.com/photos/aslanmedia_official/

There are so many social media and networking sites, and for many people it can be confusing to know what they are all for - and how people are using them. This posting is an attempt to simplify that for everyone. Hopefully helps, in a slightly amusing way, helps you to understand how and what people are using them for.


I cannot claim entirely that this approach of explaining what social media sites is all my own inspiration, as had seen something like this floating about online and from what I remember (and adding some of my own spin), here is a simple way to illustrate what each of the social media sites floating about are used for.....

• Twitter: I am drinking a cup of #coffee
• Facebook: I like drinking coffee
• Foursquare: This is where I am drinking coffee right now
• YouTube: Here is a video of me drinking coffee
• LinkedIn: My skills include drinking coffee
• Flickr: My photos of people drinking coffee
• Last FM: I am listening to "One more cup of coffee" by Bob Dylan
• Pinterest: Here are the brands of coffee I like
• Slideshare: Here is a presentation about drinking coffee
• Badoo: Looking to meet a partner of the opposite sex who likes drinking coffee
• Gaydar: Looking to meet a gay man who likes drinking coffee
• MeetUp: Join our meeting of coffee drinkers on Thursday
• WAYN: Places around the world I have drunk coffee

Hope this helps!


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Bloggers Outreach. My new blog and site to help connect bloggers to bloggers, and bloggers to brands

I have recently launched a news blog/ site/ community called Bloggers Outreach which can be found at http://www.BloggersOutreach.com


Why have I created this?


I have been an active blogger since 2005, and over the last few years I have seen the influence and power of blogs grow and grow. The good ones are getting more important, and more influential, every day.


I believe that this will continue as key and important blogs on topics become seen as the independent, unbiased and opinionated sources of advice, information and guidance.

We are seeing "user generated content" sites (like TripAdvisor) in my view becoming less effective and reliable, as users vent or rave in short sentences - while on the other side companies and agencies are trying to manage what is said and how they are rated. This means these sites, unless they find a new model, will become less important and less effective.The good blogger who has passion, expertise, understanding and stays independent  of mind and views will become very important. They can be experts in key niches and topics.


I find increasingly that I turn to and refer to blogs when trying to find out about places, purchases or issues. I find they end up being more detailed and more accurate and more reliable. This, when done well, will be the future of advice and recommendation.The BloggersOutreach blog and site is an attempt to help create a place to share, support and promote blogs and blogging. I think that so much interaction with bloggers is done badly, as brands and companies try and find out the best way to contact and interact.

An emerging trend and practice is for bloggers to start to create communities and forums to share, discuss and learn. They are fascinating as they also start to filter out and bring blogs on topics that they as a group feel are strong and complimemtary. These forums become a great opportunity for PR and Brand owners to connect in more efficient and effective ways - and learn the best way to do it.



BloggersOutreach.com is exploring how bloggers can connect with other bloggers and blogging communities, and with brands and companies.

Visit the site and sign up for the ride...


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Blogger Outreach: My top 7 tips on how to do it better...

I have been running blogs since 2005, and in the last year to 18 months it has become clear that brands and companies are trying to tap into this rich source of advice and recommendation for their businesses. It is also clear that almost all of them do it really badly, and do not understand what a blogger mindset is and how to get the most out of it.

So here are my 7 tips and thoughts:

(1) Read their blog - in depth. And then pitch or make contact in a personal and targeted way. As a blogger with fairly busy sites, I now get almost daily approaches. Most are clearly generic and off some list or cut and paste. If you want bloggers to partner, you need to show you understand their blog. Blogs for most are hobbies and things of passion...


(2) Remember bloggers are trying to or have a USP or point of difference, you need to help provide that. So, for example, access to wide range of people from the brand to meet or talk to versus a standard release or approach. My busiest blog is my Tips For Travellers blog, and in the travel blog world there are zillions of them. I need to make sure I have an angle and approach...


(3) Bloggers want more traffic. How can you help them get that? Links from your sites? Training on SEO and other traffic driving activity.


(4) Bloggers want recognition and to stand out. The space is very cluttered, and anything you can do to elevate their credibility or reputation will be well received. So things like awards, membership of top bloggers and so on.


(5) Bloggers are getting organised and forming informal and formal groups. They help to screen the best blogs, and always looking for good speakers, sponsors to cover cost of events and so on. Work with these as they are well connected, can be very efficient and effective.


(6) Bloggers are looking for some revenue. For many it is a hobby, but need some revenue to pay for the site, equipment, travel to events and so on. Some are trying to make a full time living from it. It will not always be free to get bloggers on board. It may not mean direct payment, but events and so on. Or buy ads rather than just trying to get "free" coverage...


(7) Build a personal relationship. For example, there is one person at Orient Express that will be the contact with me. She was the host at their event and made sure I was welcomed and introduced me around. I noticed everyone had some bloggers "under their wing" as it were.

Thoughts and tips based on your experiences as a blogger or brand based on what works and does not? Leave a comment on the blog posting...





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OFF LINE BRANDS OUSTING ONLINE BRANDS? I DO NO THINK SO. SOME LEARNINGS

There was an article online on The Telegraph site talking about the latest data on the top 50 UK web brands, comparing 2011 to 2004. The headline was dramatic saying:  Tesco and BT oust dotcom darlings.


The writer of the article was trying to make the point that increasingly the “web only” brands were less dominant, and that brands that had on “off line” presence were growing.

On the surface it sounded like the old “bricks and mortar” brands were taking over online. The writer had taken any brand that required people to do things “off line” (like eBay) or physical products were involved (like Amazon) into the off line category, as well as brands who started as off-line and are trying to do more online (like retailers like Tesco and Argos, or utilities suppliers like BT).


I think this interpretation hides some very key trends and learning from the data. At the bottom of this posting is a link to the article, but the top 10 brands in Jan 2011 were: Google; MSN; Facebook; Yahoo; BBC; Microsoft; Amazon and YouTube. Tesco was 17th and BT not in the top 20...


I would like to suggest a different set of conclusions that we all should consider and take on board are from the data:


1. Media channels where consumers view and consume content are the largest and most important brands and channels online, and remain so. And will do so.


The key is to have a presence where consumers are. Fish where the fish are. Consumers will always go to where they can source the best and broadest information, education, entertainment, news and so on. These will be best delivered by content experts, just as TV channels, magazines and newspapers have provided it in traditional media. These big broad and increasingly “mass reach” channels online will always be key to success online, and that is where companies and brands need to be advertising, engaging or available


2. Tools that enable transactions between people or companies will always be strong. Amazon, eBay and the like have made it easier (and cheaper) to find things you need and want. These facilitation tools will be important and big, and grow. And they offer choice and the ability to access and compare what you are seeking.


3. Tools and brands that enable people to interact and engage will always be strong. Brands that offer email are still strong. Brands that offer chat are strong, and now brands that offer other forms of engagement (like Facebook) will be strong and get stronger. This is where time gets spent on time and where


4. Traditional brands will never be major destination sites or places versus the 3 above. They may play a role to address your current customers and consumers, or where people that really want to transact in some way with your brand. But remember that is the key role. Focus on being where your core target is. If that is a niche on your destination then fine, but if not be where they are going to be.


Thoughts?


The article that inspired this is at:
http://www.telegraph.co.uk/technology/news/8339000/Top-50-UK-online-brands-Tesco-and-BT-oust-dotcom-darlings.html

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TIPS ON MARKETING IN A DIGITAL WORLD: based on thoughts from Toby Horry of Dare

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Photo: IABUK off Flickr: http://www.flickr.com/photos/iabuk

I was at an excellent talk that Toby Horry, one of the joint managing directors, at the communication agency called Dare in London gave to me and some work colleagues recently. His ideas and thoughts were very thought provoking, and give good advice to people thinking and approaching the whole digital space.


There were 4 key points that stood out for me from his thoughts and advice, and here they are:


(1) THINK ABOUT MARKETING FOR A DIGITAL WORLD, AND NOT ABOUT DOING DIGITAL MARKETING.


The consumer is now connected, and especially younger ones. They see it as just a normal part of everyday life, and something that they just do. Not something separate and unique. It is integrated into their life and blurs into they way they live and act.


The mistake that manufacturers and retailers make is that they approach digital with a mindset of "digital strategy and marketing", instead of being focused on what do I need to do across all my mix in a digital world.


(2) CONSUMER IS EXPOSED TO "TOO MUCH" MEDIA AND VOLUME OF MESSAGES. THEY NEED TO MAKE CHOICES.


There are more and more tools to help them do just this, and to screen out and filter the volume of media and messages. One example is Sky+/ TIVO so they can time shift watching, chose what they watch when and screen out adverts if they want.


The only way that you will be seen and engaged with is by being clear about how you will and can add value and be one of the chosen that they will want to stop and listen or interact with. Increasingly, this is going to be key. It also reminded me of another article I wrote about how communication will need to ensure that you stop people, make them look up and then engage and act (click here).


(3) THINK ABOUT AND APPROACH WITH A MINDSET IF "DOING. RIGHT DOWN TO THE ORIGINAL BRIEF"
Toby spoke about how important it is, and how they encourage their clients to always try and ensure they have a VERB in their briefs. The key, he argues and I agree with, is that you should have a verb in the brief that describes what you want people who see your communication to actually do. 


For example, Sainsburys Supermarket communication proposes you "try something new today", while say Avis says "We try harder". The first encourages and action, and is much more about getting people to act.


This is a great piece of advice, and especially key for digital..


(4) FAIL FAST AND FAIL CHEAP!
Try things and learn what works, but do it fast and learn in an inexpensive way..


Some great thoughts and advice. The Dare agency website is http://www.thisisdare.com

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DIGITAL STRATGEY: 3 THINGS TO FOCUS ON AS A BRAND OR COMPANY

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photo by PlanToo46's  http://www.flickr.com/photos/55260169@N07

I am amazed all too often when I hear people through organizations talking about digital and digital strategies. There is an obsession with “doing stuff” and people keep asking for “a website”, a “Facebook page” and search optimization. These seem to be seen as strategies.

In a talk I did a while ago on Digital Fundamentals, I spoke about how to approach the whole digital space. To review those 10 tips and ideas you can watch it on SlideShare via the blog (click here) or download a PDF (click here)

But to make it even simpler, there are for me 3 key considerations for any brand or company as they think about digital and its role in their mix:

1.       Ensure any consumer/ customer/ KOL looking for your brand/ company online will find it - and get what they are looking for. If they seek they should find what they want!

1.       This means that you need to gout and find out what it is that they want and ensure you have it online, most likely via a website. It may be very simple: all they want is your contact details, or maybe to get a sample. Make sure you understand what they want, as you may find a one page site is all you need. Avoid copying what your competition does, as they may be doing what they think people want, not what they want.

2.       Ensure that your brand/ company is present where your core target consumers/ customers/ KOLs are and are interacting online. Fish where the fish are!

1.       In many ways, this is probably the key one. You need to be where people are. You need to “fish where there are fish”. Too many people focus on building destinations, rather than having content or ads where people are. The same as when you do a TV ad to communicate, you place it in the right place where your target is – you do not build a TV station and  invest on getting people to come to the channel…

3.       Increasing the amount people spend with you or on you by finding the ones who really like you, and use CRM to get them to buy more, come more often and stay loyal and cross purchase to make the investment worthwhile. You can find the best prospects and keep them on-board.

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THE DEATH OF USER GENERATED CONTENT IS COMING?

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Photo by: http://www.flickr.com/photos/mrjoro/


All good things must come to an end. So goes the saying. And is the end of user generated content heading that way?


I think it probably is exactly where user generated content is heading. I believe that as social media, blogging, twitter and review sites have become more and more mainstream, it has is becoming less and less powerful, insightful and helpful. This is because instead of a few really passionate people with deep understanding and knowledge of a topic or area carefully crafting and writing about a topic, there has been and is a growing trend for people to either "gush" or "vent". This makes for less powerful and less helpful advice and comment to guide and to get help from.


Some friends who run a Guest House in Cape Town, who are usually the #1 or #2 rated in hotels in that city, are finding (for example) that TripAdvisor.com is becoming less helpful and powerful for them. This is because the reviews now tend to be just as I described above: a few words gushing about how lovely it is or a few lines on what they hated. The reviews lack substance and lack depth of content. Unlike years ago where more geeky and passionate people would invest time in their commentary, reviews and try and be more helpful and informative.


I have found when trying to research a problem - or find out about an area I need some help with -be it how to chose the right Apple Mac or solve a problem that you have to wade through piles of "stuff". There is a lot of noise that has to be waded through, and much of it is not very helpful (or accurate) ideas and suggestions. Increasingly you need to find experts with history and time of doing things.


I have found that my various blogs and even my videos of travel and hotel rooms on YouTube are growing in traffic and usage. I have been running them since 2005 and so there is history and so people (I suspect) are coming as they know there is depth there.


I think that the huge explosion in social media and everyone posting and commenting is the new SPAM! Just like it ruined email, it is ruining user generated content. Increasingly it is clogging up the system, and opening ways to a new way to emerge. More likely more validated and expert screening, and emeregence of more monitored and expert content.


What do you think? Post a thought and comment in the blog.

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IS TV DYING? what digital players can learn and what we need to do about it.

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The death of TV is still not happening! This is confirmed once again in a large media consumption study run the media regulatory body in the UK called Ofcom. Although the data is on UK consumers, the study reflects the same learning that other countries are seeing in their markets.


However, I think the study does though clearly highlight some changes and new habits that have a huge implication on how marketers, advertising and people running online and digital campaigns and businesses need to think and act. In order to succeed they are critical.


In the business I am involved in running, it is clear that the traditional focus on high TV activity is no longer working as well. But does it mean that TV is not important? I don’t think it does, since people are watching a lot of it. But there are some very key factors.


Let em outline what I think was significant in the learning, and then the 3 key actions that I think we all need to take and focus on.


The 5 key things that stood out for me:


(1) People are still watching a lot of TV. In the UK it is just below 4 hours a day on average. However, they do not consume and watch it like they used to. Understanding this is fundamental at how one looks at the style and role of TV ads moving forwards.

(2) There is huge multi-tasking taking place, and the younger the consumer the more it happens. In fact younger people consume more hours of media than there are hours available. This is because they multi-task, consuming different things at once, such as watching TV while online or on their smart-phones interacting and engaging.

(3) The growth and use of online catch-up services and PVRs like TIVO in the USA and Sky+ in the Uk, has actually meant that people are watching more TV. This is because they can watch it when it is more convenient for them, and studies found that instead of dropping out of following a show or series if people missed an episode they now watch via PVR or online and keep with the series. In fact, it was found by Sky TV that people with Sky+ are watching more TV and being exposed to more ads. Of course many are watched on “fast forward”.

(4) Online companies are among the biggest advertisers on TV now. This clearly shows the power of large mass media for driving awareness and traffic.

(5) The above factor is likely to be accelerated by the fact that since people are now multi-taking more and likely to have their laptop, smart-phone, iPad and so on with them, if they see something that interests them in an ad they can immediately go to it, research it, sign up for it, buy it, download it right there and then. It means TV can get immediate response. Literally.


So what should we do about it as we think about creating ads for TV, or any media since people will be multi-tasking?


Your ads need to, more than ever:

(1) Get people to LOOK UP. You need to get them to stop multi-tasking and look at you, notice you, watch or listen to you.

(2) Get people to LEAN FORWARD. Get engaged and listen to what you are offering, telling or selling. If watching on fast forward on Sky+ you need them to slow down and watch and lean forward and listen.

(3) Get people TO ACT. Right away and right in the moment. Increasingly, you need to have a “call to action” and get people to respond. They may be connected and you can actually get them to do something. Don’t wait for them to act when they next go to the store, get them to act. This means you need to think through what you want them to do, and ensure you have the offers, the sites or the destinations ready and easy to access.


Exciting times, and exciting new ways to think about the role of TV and mass media. It is not dying, but to work you need to use it in a different way.


What do you think? Got any good examples? Drop me an email at gary@bembridge.co.uk or even better leave a comment on the blog posting and join the debate now.

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Times Paywall and iPad app: what I like and what we can all learn from it

Much has been made by journalists and media commentators (mostly competitors of News International who own the title) of the move to charge for access to The Time's website, and to buy subscription to the iPad app to get the daily paper.

The data will finally tell us who was right, although early data suggests traffic on the site fell by three quarters (versus the 90% many projected). Also the charts I saw suggested that unique visitors to the competitive news sites was not up (meaning that the same set of people were looking at multiple sites versus a big unique set of people). Anyway, I thought it would be good to enter the discussion as a user and explain what I like and think about the move and the experiment - and what I think marketers and digital players can learn from it.

I have subscribed to the iPad Times news app (at £9.99 a month)

So here are the 5 things about the move so far that I like:

1: it focuses on the core target. In all the debate, the assumption has been that news is generic. It has not focused on the brand. It does not surprise me that the competitive sites have not seen a huge increase in unique users, as I suspect that many people - including me – would look at multiple sites covering news to see different points of view and coverage. But as a loyal Time reader off line, I ended up putting money where my loyalty lies.

When it comes to news there are brands and providers that users are loyal to and have affinities with. I love getting my TV news from Sky News, others from BBC. I love reading The Times. I buy and consume The Times as I like the editorial focus, style and screen. I like the familiarity. This is why people choose brands. The move is focusing on brand users and loyalists, at the expense potentially of volume, but they can focus on serving the needs of loyal users and try to get them to stay longer and spend more. Finding ways of adding value and keeping loyal users and repeat is a good marketing instinct and tactic. Volume and trial is easy to get, especially if it is FREE. But that is not what makes money and profit....

2: they are experimenting and learning. They have made a move, they are trying and experimenting. They are daring to go against the considered opinions and are constantly evolving the offer and actively asking for thoughts and input. This is what good innovation is about. I learnt recently that the best and most successful innovators are ones that keep doing things, trying changes, prototyping, testing live and constantly evolving. They have a belief (that good journalism costs) and are trying to make it work. I admire trying. More people win by trying than by sitting by and waiting for others to prove something.

3: they are using the tools to interact and engage. They have a very active Twitter feed that will contact you, feedback on queries and engage in a conversation. It is excellent and they will actively ask and push information. I feel like a person that is important to the brand, and not just one of a zillion of readers. I think this part of the mix is something that is really powerful and under-estimated in importance. They are making the loyal user feel part of the family and valued.

4: the iPad app is better than the paper, but familiar. It is a product improvement, it has added value and is not a substitute! The app is better than the website which is just like other websites. The iPad app is great. Has the occasional tech problems, but they work on it fast. It is – for me – key. The Times LOOKS BETTER on the iPad than on paper! It feels familiar and reads like the paper we are used to, but has added features and easy to navigate. For me the iPad app is much better than the site, as it feels like the product I like and consumer (but better) while the site looks like any news site. I think this is a missed opportunity.

Also one can access the paper earlier and easier than before as you can download it from about 4 or 5am. It also can be read offline, and for me who is away and out the country a lot means I can see and read my familiar product in “real time” not some day or more old thing.


Don't like
1: That for the £9.99 monthly fee, you don’t get access to the website online. You would need to pay again. Having one charge to access would be better.

 I think the 4 things above are key, as they provide some guidance for us as we think about digital and online. Focus on the brand loyal? Experiment and learn, push boundaries just don’t copy? Ensure your offering a product improvement not just an alternative? Use tools to engage and interact?

I hope it succeeds as I am hooked to the app!

Leave a comment on the blog in comments or email me with thoughts: gary@bembridge.co.uk



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Apple iPad: who will use and what for? All is now clear!

Apple iPad, originally uploaded by iLounge.

There is no doubt that Apple managed to create huge noise and discussion in the run up to, the actual announcement and the launch day of the iPad in the USA (a week ago as I write this). There has been monstrous amounts of coverage, comment and discussion.

One of the most common threads and themes through the whole process is around What the hell is the device for and Who the hell would want one.

There has been a lot of debate about people saying they do not see how it would replace what they have already (PC/ laptop/ smartphone/ blackberry etc) and it was surely just an oversized iPhone. Some more kindly said Apple geeks would buy it, and as there were a lot of those it would be a nice little side earner for the company.

I have watched the debate with interest, and then saw 2 comments that were “AHA” moments for me. 2 things that made it all clear.

The first comment was: “the iPad is a content consumption device, not a content creation device”
The second was: “the iPad is perfect for your mother”

It all made such sense to me, and of course the 2 thoughts are related, although I did come across them in different articles and comments.

Let me explain why I saw these as so profound and clear:

Anyone who has an iPhone knows the quality of images and look at stuff viewed on it is stunning. It is a great device to use, even for someone like me who struggles t use a laptop without a mouse! It is though damn hard to type and work on traditional content generation (be it documents, presentations etc). The iPad will not really overcome that, but will be big, beautiful and clear for consuming content like books, websites, video, applications, playing games and so on.

And so to the next point. People like my mother have no interest in creating content. They want to consume it, view it and at most tap out a simple email. They also do not want to have to have a desk for a PC or laptop, have it out or around, boosting it up and logging on. The iPad would be perfect. Easy to have in a drawer or in her bag. Easy to sit down with a coffee and consume.

Time will tell, but it seems to me that the iPad is a device to consume media by people who don’t want all the content creation capability a PC has.

Me I want it because I love gadgets. But at least I now know why I want it and how I will use it....

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