Author: Bill Freedman

Ideas in the Social Media Era: I’ll Get It Right the 5th Time

By Bill Freedman

I love this chart. Not only is it funny, it gets to the core of how the social media era is disrupting creativity.

The chart puts its focus on article length (and perhaps the quantity of postings and/or impressions). The chart is silent on quality.

Great ideas have always been distilled to their essence through pity catchphrases. With social media, any idea, even before it’s refined (let alone great) is distilled for social network impact. The network for disseminating ideas is becoming more powerful than ideas themselves.

This is a new challenge for the creator and innovator. When is an idea ready to be published? What are readers’ expectations for quality and accuracy of new ideas? Does it help or hurt your reputation to publish many unrefined ideas? Is your idea sharing risk tolerance dependent on the size and nature of your social network? Are facts and accuracy destined to become endangered species during the social media era?

I don’t know, but I’m going to publish this now and refine it later. My sense of optimism suggests that we’ll muddle through.

Earning a Handshake 2.0

By Bill Freedman

Building trust starts with the first web visit and with the first impression of your brand.

Such is the idea behind “2.0” thinking. Products, services and brands now have “online,” “interactive,” and “collaborative” elements so that consumers and users play an active, anonymous and early role in creating relationships with vendors. Twitter, Facebook and Wikipedia are halmarks of Web 2.0 success.

handshake 2.0In the olden-days of Handshake 1.0, a handshake was a precursor of bilateral communication. A protocol of acknowledging a peaceful relationship and mutual trust with the idea of building upon the status quo. An initial meeting between a vendor and a prospective customer. A politician building a coalition. A suitor wooing a debutante. Two or more people carve out a sacred space for a live interaction in the hopes of a mutually satisfactory outcome. Stakes are reasonably low with a first handshake; and the budding relationship can quickly go in any direction. Compare this to two people who pass in the street with nothing more than a glance. No rapport. No communication. No goals for advancing an agenda.

The Internet meets Humanity: Handshake 2.0

With that introduction, I’d like to introduce the new concept of—taa daa—Handshake 2.0. As we have more and more interactions online (defined and measured through web visits, cookies and registration forms) there is a new process for establishing bilateral communication. No outreached hand. No touch. No real-time conversation. No progress or even an action plan. Just a web site that seeks rapport and a visitor who is willing to offer personally identifiable information. It’s easy for users to navigate away. But it’s also human to hope that each visited site succeeds at fulfilling the information hunt.

What is interesting is what happens next: a fast exit or an attempt at rapport building. Credibility and effective design by the site owner conspires with desire and perhaps laziness by the visitor to earn a second and a third click.

Like with off-line interactions, there are false-starts and bad first impressions in the online world.

At this point the the user (and laser-focused vendors) chooses whether s/he will try to extend the anonymous glance into rapport and ultimately into a Handshake 2.0. This is so very different than the past. Information collection required numerous human interactions. Now, anonymous web surfers can learn and make some initial decisions without consulting another human. Likewise, the human managers of web sites can look at analytics reports, IP addresses and email domains to determine if the prospect warrants attention.

Creating The Conditions for Handshake 2.0

I argue that earning a Handshake 2.0 is the first job of a web site in the Web 2.0 era. It may not happen on the first day you launch a web site. And the web presence frequently need to be forged with the help of outside forces…reputation, brand, economic forces and individual behavior. So what attracts (and alternatively repulses) visitors from choosing to grant a Handshake 2.0:

Earning a Handshake 2.0 Raising Doubts
  • Hygienic design
  • Empathy
  • Relevance
  • HTML accuracy
  • Browser compatibility
  • A way to offer a Handshake 2.0
  • Jarring or amateurish design
  • Out-of-date information
  • Breaking web conventions
  • Overstepping trust
  • Any of many kinds of errors
  • Asymmetry…asking but not giving

Following the principles above will result in more and faster Handshake 2.0s. Supplementing your web site with other rapport-building tactics makes sense too. This is why marketers are looking for any and every way to build relationships. Facebook, Twitter, MeetUps are the new tools which have earned a place beside reliable standards: press releases, trade shows, advertising and good ole salesmanship.

Did this article make you think? Leave a comment!

…Ten Months Later…

By Bill Freedman

Its very hard to believe, but “Soon to Be a Major Trend” hasn’t fed any new ideas to the blogosphere in the past ten months.


First off, its good to see the Web in general and the blogosophere in particular has survived without my contributions. Whew.

Second, there are so many other distractions in this world. Family is a great one. Twitter and Facebook are effective distractions but less great. I do admit to dabble with each on a professional and social level.

Third, I still have ideas–lots of them–worth blogging about. Marketing automation is a recent fascination for me. I have a lot of great stories (fact-based, of course) as a result of the success of Appcelerator’s use of compelling content, one to many communications, and measurement of web behavior. Enterprise software moving to the cloud and business models moving to subscriptions are other important topics. And, content, as always, is key. During the year I have toyed with video, audio and javascript to augment the written word.

One final thought for all of you: the fuel for blogs are comments. Think about it. If you have a nice meal with good service in America, you leave a tip. Now extend this metaphor to blogs.  If you read a blog that informs, inspires or amuses, please leave a comment.

So, kind readers, join the conversation. What do you want to hear about?  Comments welcome.

It’s a Great Time to Be a Professional Marketer

By Bill Freedman

I just read an inspiring blog post by Megan Heuer at Sirius Decisions called Five B2B Marketing Surprises From 2009. It inspired me to reflect on what I learned in 2009.

The biggest take-away for me is how great the marketing tools and techniques are today compared to just a few years ago. Consider:

  • Twitter (free) to quickly inform and inspire your network
  • WordPress (free) to quickly publish blogs and websites. Additional shout-outs to the vibrant community of WordPress developers contributing plug-ins and themes.
  • Marketo (pricey, but valuable) which teases out the marketing automation functions and processes from general CRM/sales force automation
  • Salesforce.com (pricey, but valuable) for providing an easy to deploy, easy to manage and sales-rep-friendly tool for automating corporate processes for managing customer relationships and the sales process.
  • Microsoft Office (not free), especially Word and Excel, for creating content and managing campaigns. I certainly enjoy using many of the newer tools, but, let’s face it, most of us document the bulk of our original thinking and planning using these tools.
  • Google Analytics (free) to measure and analyze your web traffic and visitor trends.

Not as neat as the tools listed above is the emergence of multi-media publishing. The web is no longer just a medium of the written word. Podcasts, videos, photos, illustrations–even animations and web apps are increasing in popularity among prospects and customers. More on this topic at a later date…

Improved tools are important, but only when combined with a solid foundation of marketing professionalism. Great results are equally dependent on your sound (and stable) strategy, enduring processes and measurements.

The bottleneck in marketing continues to be the pace of creation of relevant, timely and persuasive content. I guess this means that the pace of marketing is limited by the imagination and creativity of the marketing team….a very nice thought.

A Nostalgic Look at ’90s-style Mass Marketing

By Bill Freedman

Remember when consumers used to complain about bulk mail? You know, the kind that fills your real mailbox at your real address.

This entertaining Saturday Night Live skit looks back to those simpler times. Its cute how the writer tries to appeal to the youth audience by mentioning modern concerns including the green economy and invasions of privacy. Harrumph.

[vimeo width=”400″ height=”300″]http://www.vimeo.com/4192821[/vimeo]

What a hoot! Give it a watch.

Say NO to Marketing Gimmicks

By Bill Freedman

As a consumer and marketing professional, I’m not a fan of marketing gimmicks. In my opinion, they are the pornography of marketing: hard to define, but you know them when you see them. Teaser offers on credit cards, no money down home purchases, ROI studies that promise 400% returns.

marketing gimmicks, Joe Izuzu

Do you remember Joe Isuzu?

If you’re like me, you make a mental accounting of businesses that overuse marketing gimmicks and think twice about doing business with those companies and brands.

Before continuing my rant against gimmicks, let me acknowledge something important: sometimes gimmicks drive results. And because they can work, they deserve a place in the marketing toolbox.

Unfortunately, too many of us marketers lack the discipline to reserve gimmicks for the rare occasions when they might be effective. They are such a large part of marketing folklore that they overshadow the important long term efforts behind building sustainable brands and companies. As a result, I council my clients to take gimmicks out of the everyday toolbox and put them in the dark and dank storage room of once-in-a-blue-moon tactics.

Protect Your Brand from Marketing Gimmicks

Here’s why gimmicks can hurt more then help:

  • Gimmicks place tactical expedience ahead of strategic advantage. The products you worked hard to build over many months, that solve real problems, that create business value are trumped by the output of a 20 minute conference room brainstorm.
  • Gimmicks attract the wrong kind of attention. Instead of demonstrating that your product has value, they showcase that you are willing to make your sales team dress up in an egg salad sandwich costume and play “Let’s Make a Deal.” All too often your silly gimmick becomes more memorable than your advantages. And desperation is hardly attractive or persuasive.
  • Gimmicks are unfocused and defocusing. By their nature, gimmicks are loud and attractive. They’ll generate measurable results like new web site visitors or crowded trade show booths. Like a sugar high, the results are short lived without setting you up for medium and long term success. Instead, you would have been better served by focusing on measuring actionable sales opportunities.

In the process of creating something new, it’s crucial to engage customers on multiple fronts. Instead of solely focusing on grabbing attention, channel your marketing expertise into articulating the intrinsic value of your business and positioning yourself as a reliable and trustworthy partner. Unlike short-term marketing gimmicks, these endeavors demand time and dedication, yet they offer enduring value. Incorporating effective SEO strategies into your marketing approach can further amplify the visibility and long-term impact of your business, check the website linked here for more info.