Lessons Learned For Today and the FutureM

Last week, I had a great opportunity to mix and mingle with marketers as we navigated through the world of technology. Digital media will always be about bridging the gap between the real world and the virtual world, while contributing to the overall ROI, and making a true connection with the audience.

The forces came together to kick off the FutureM week of events at the Harvard Faculty Club with the Gravity Summit. It was located at the Harvard campus where the social media platform Facebook was born. The event broke new ground bringing a great group of speakers and attendees from across the country. People showcased their marketing stories using social media showing how big brands have made a few “Friends” and “Followers” along the way. Executives that contributed were from Bing, Mr. Youth, former CNN reporter Rick Sanchez, Audi, CFO of Hootsuite and others. I listened and tweeted away with new tips to share. Here is a link to a list of presentations that might be useful for you.

Respect, Recognition and Reward!

At the Gravity Summit, speaker Doug Clark, GM of Social Media and Customer Engagement for Audi, provided some solid advice to marketers. He shared a story of a woman that was a fan of the Audi TT Quattro sports car. Women are a great demographic for the brand. They made one woman’s wish come true with a car! Doug and his team followed the story of one special lady and listened to her interests and desire to drive the car. The company decided to drive to her door with the Quattro for her to take it for a spin! This is one great example using social media. Audi listened to its influencers and took the right action to create the right opportunity. As Greg Shove, CEO of Halogen Media shared also at the Summit, “Find the most interesting person, or activity that can take on a life of its own on your behalf and watch it grow.”

Stop. Collaborate. Listen to Your Audience.

Matt Britton, CEO of Mr. Youth said, “Friends want to connect with other friends, collaborate and have control of their privacy.” Why is that concept so hard for some companies to understand that same notion online? It’s how we want to connect and relate to each other in the real world so why should communicating online be any different?

As Audi’s Doug Clark presented his approach and I provided my comments:

• Offer a seat at the table - Welcome your audience
• Open doors – Make it easy for one to engage without barriers
• Create a win/win – Make it something rewarding for both parties
• Recognize a need – Determine your customers needs or wants
• Be quick to respond – Learn to take action and be agile
• Learn from audience – Take action based on new insights
• Listen and engage – Keep your ears/eyes alert searching for comments
• See yourself through the eyes of the customer – Put yourself in their shoes
• Be honest and authentic – Say it from the heart, and always be true to yourself and your brand

The Theme at FutureM was MOBILE
“Hi, I’m Human. Remember That?”

"App-tizers" to Choose and Make Real Connections with Customers

It’s not just about calling a friend, but rather a connection to “reaching out and touch someone” with new tools and social media tactics. Yet, so often I keep seeing marketing professionals trying to fit in with the wrong approach. Good examples include QR codes and checking in with Foursquare to check-out. Some disruptive technologies and changes are good, but remember to listen and learn from the natural daily actions, behaviors and what people want.

Chris Mahl, Chief Brand Alchemist of Levelup and SCVNGR, spoke at FutureM’s event and suggested for marketers to recognize, “What are the noticeable behaviors, what does your audience respond to, and make sure to treat your customer as an individual.” People need people, convenience and value – not a quirky gimmick or a link that just drives you to a website with no proper direction. You need to make it personalized to drive impulse and purpose.

John Caron, SVP of Marketing for Modiv Media, noted when marketing mobile, or for marketing anything for that matter, you must remember, “Reach, relevance and recognition.” When creating or defining the attributes of you product and/or service, be sure to consider those three aspects as part of putting together the message. Listen to what your audience seeks and the unique connection to you or your business. Regardless of the new toys we have available to play with today and into tomorrow, we all have strong emotions and there is a difference in how we all want to be treated, recognized and valued as human beings.

Falling On Deaf Ears: Facebook and Google+ Battle It Out

Are Marketer’s @ the Mercy of More Social Media Mediums?

The introduction of Google + has forced Facebook to make some major changes. We will see if both can compete together, or who will eventually rise to the top. It certainly puts pressure on marketers to discover new ways to introduce new content. It’s good to expand one’s knowledge and reach, but not at the expense of the business will suffer or devote resources to the wrong channels. Businesses will be competing for attention of audiences on Facebook and Google+ as they navigate new waters. It’s not about following trends, but finding the RIGHT FIT for you and your audience. It’s about incorporating some fundamental best practices, but at the same time adding the human element to the experience.

“Curse you, Facebook! Just when I think I’ve figured out how to use the features on here, you go and change everything again…arrgghh.” – Comments by Keri Singer’s Facebook Friend

“At least give us the option of having the old feed. I HATE the new layout. Might be moving to Google+.” – Comments by Facebook profile Amanda Lee Brock.

Since its start, Facebook has been offering new options and they are having security issues around profiles. Today’s new launch includes different new options for your “News Feed” and last week was the “Subscribe” feature. As the service expands and competition arises, more companies need to be nimble. Facebook and Google + must constantly better examine their approach. They must give the right guidance to customers and attempt to be more authentic with their communications. Yet, we still find people getting annoyed with Facebook and distrust the changes with other social media services.

Similar to any personal relationship: It’s about listening, learning and building trust online with your audience. Otherwise, there is a chance people could leave you looking for something better.

The Thrill of the Hunt

Shopping For Style and So Much More

Women love to shop. We enjoy the company and the social aspect with friends. It’s sometimes a casual stroll through the mall, or on a mission to find that special something for the right occasion. We hope to find something to buy as we go from store to store touching, looking, smelling, and taking in all the sights and sounds. I love the feeling of finding that great shirt, skirt, dress, or something new to make me feel good as I walk through that room. There’s always that accessory making the entire outfit complete to accent your personality or fashion flair.

Finding a bargain is always best. TjMaxx and Marshalls make for a fun adventure to shop and offers the thrill of the hunt to finding that right fit at the right price. Finding the right man or woman to share a life together can be similar to searching for that right fit. However, it’s something we can’t buy to earn one’s affection and attention.

Women and men may seek one another for comfort, company, a connection, communication, companionship, chemistry and more. We casually date in hopes to find it. It’s scary to see the similarities of the thrill of shopping for clothes to complement your wardrobe and the thrill of searching for that special someone. We may not need it, but we just WANT IT! What do we really want to feel satisfied? Do the clothes we wear add to our confidence to believe in who we are and what we can offer? The models in magazines and the images in the media could make some feel insecure. Perhaps, it’s the marketing that inspires us to look the best we can be. Most of us want the companionship and closeness with a person that can bring out the best.

We discover the person; a special woman or a man that recognizes our distinct attributes to make us feel we are part of the same thread. We respect and learn to adore another person that can appreciate our entire ensemble and the accents we offer with our personality. It’s how we dress to express and impress showing off our casual-side, conservative,and sporty style.  As we walk down the runway of life, it’s the right guy or gal that can appreciate all our numerous looks.

Men love their fast cars, clothes, toys and technology gadgets. Most of all, it’s having fun to show them off to their friends. Most men hate to shop, but think they know what they want. It’s not until someone else blurts out, “What were you thinking?!“

Clothes don’t make the man (or a woman), nor do their gadgets, cars, or something else. As for some men, the thrill of the hunt might be the chase to finding the next female, a new toy, or something more. It could be a confidence boost for certain men that want to win the prize and for others to know they will always be adored. A man, or a woman might have it all, but could always be in search for something more. As for some women, the thrill of the hunt might be the chase to find that next Chanel bargain. Despite the fact, we probably have Gucci, Louis Vuitton, or Christian Dior as our collection of fashionable designer men.

Does marketing cause us to feel we are missing out on something that plays on our fears of inadequacy? One must feel secure. It’s not until we lose someone special, or review certain items in our closet to reflect on its importance and value. We look back on the good memories and either decide to hold onto it, or discard it.

The Thrill of the Hunt and the Final Celebration

There are some women that are looking to show off a man as an accessory, as there are men that seek the same to feel good in the company of a woman. It’s all in how you carry yourself when you are with a man or a woman and letting your confidence shine from within. Don’t make someone your life, but let one complement it. Be proud to have him or her by your side. Don’t let the clothes make the man, but wear them with pride.

There is the thrill of the hunt for finding clothes, fast cars and meeting that next girl or guy. There is a big difference between the two. Love isn’t something you find on the shelf, but let it find you and you’ll be surprised! One can’t play games once feelings are established, but rather be genuine and honest. Be yourself. Express yourself and don’t compromise your happiness. It’s not about adding a new look or outfit, but rather finding something or someone who makes you feel comfortable, confident and ready to put your best foot forward. Don’t follow trends with style and search to fit in with something, or someone who doesn’t flatter you best. It can be frustrating until you find it.

Sometimes spending more for that something extra special is worth a little more time and consideration. Part of finding that right man, or woman is giving much thought to the decision. It’s not something you can buy, but rather a special relationship is something you earn with someone gaining the full respect, admiration and care for that other person. It’s about finding the right one that fits, a diamond in the rough to add to that finger, a special person to hold onto a lifetime and share the colorful moments together.