The Digital Socialite

Long Tail or Vert Ramp?

Spend three minutes and read this great Wall Street Journal article on blogging.  Succinct and categorized: just the way we like articles. 

What's interesting to note is the way major publications feel about blogging and social media: love 'em one moment, hate 'em the next.  Can't live with you, can't live without you.  Don't want to...well, you get the idea. 

Let's take stock of some stories of the past half-year (using the Wall Street Journal in this example):

July 24, 2006 - The Wall Street Journal partners with Technorati to use Technorati's data to scoop the most blogged stories. 

December 20, 2006 - Joseph Rago, an assistant editorial features editor at the WSJ, published an opinion piece that calls bloggers insignificant.  Joseph charges that, "blogs are not as significant as their self-endeared curators would like to think...they ride along with the MSM like remora fish on the bellies of sharks, picking at the scraps."  He continues, "Nobody wants to be an imbecile...People also like validation of what they believe; the Internet, like all free markets, has a way of gratifying the mediocrity of the masses."  Read it for yourself.  Undoubtedly, a thought-provoking opinion.   

February 6, 2007 - The Wall Street Journal Online runs the aforelinked article on blogging for websites.  It features celebrity blogger Perez Hilton (warning: material is caustic, borderline NSFW, and addicting), real name Mario Lavandeira, who consistently outscoops major publications such as People and US.  Perhaps Mr. Rago would like to read this piece from his own publication because Mr. Lavandeira is definitely not "picking up the scraps." 

As piecemeal as this is, the takeaway point is this: as an integral part of media, blogging can't be ignored.  Is it time to assume that some long-tail residents are moving on up the vert ramp? 

I think so.

-Johnny

Note: Personally, I love what CNET is doing.  CNET requires that its blogging journalists respond to all reader comments and questions.  Although there are many critical unknowns in this mandate, it nonetheless sets the correct precedent for how publications should talk with its readers.  The Washington Post also deserves kudos for serving as a model for publications as they cautiously enter the digital age. 

Note to Presidential Candidates: "Half the Battle" isn't good enough

A lot of outstanding insights have surrounded the role of social media in politics, namely in the presidential candidacies, which has social media pundits everywhere pumping their fists a la Kirk Gibson circa 1988. 

As much as this does inspire a conceited reinforcement of my work in the digital arena, I remain level because I think everyone now recognizes that social media is merely an evolution of our time: socio-environmental trends + digital assets = necessity for peer-to-peer, two way communications.  So why wouldn't political figures leverage the digital age to have genuine conversations with voters?  However, I'm intrigued to contribute to the conversation when I read this post on Fred Wilson's blog earlier today where he made several interesting observations, including:

"I just checked the exploratory committee websites of Hillary, Obama, Edwards, McCain, and Romney. A few have blogs (or so they call them). Not one of them actually write any posts."

The old adage goes that showing up is half the battle.  Well, in an uncharacteristic 'glass-is-half-empty' moment, I'd like to voice that "showing up" on social media channels isn't even half the battle.  Simply having a prescence on social media properties such as MySpace and YouTube doesn't cut it.  Uh-uh!  Today, people are suspicious about marketing.  And heck, even as a marketer myself, I'm skeptical that John Edwards himself replies in his MySpace.  The voice isn't authentic to me. 

How is this approach any different from traditional marketing where key messages completely devoid of personality and dialogue are pushed one-way to the audience?  Yes, different channels attract different demographics and the more touchpoints, the better.  I get that but that isn't the point.  The bottom line is social media is about joining everyday conversation.  Merely posting pictures, canned responses, and videos of speeches isn't leveraging social media for value.  It's showing a complete ignorance of the medium. 

So a collective word to Hillary, Obama, Edwards, McCain and Romney: what you're doing is creating a bigger megaphone.  What you need to do is have better conversations with potential voters.  Even if you're short on time as Fred mentioned, you would not believe the power that 1-2 genuine sentences (read: actually from you) posted everyday holds.  MySpace and YouTube are social media tools.  The real power is unlocked by interaction, engagement, and at the highest level, empowerment.

I realize I'm somewhat presenting this as "damned if you do, damned if you don't" proposition.  And ending this post on that note would be bad form.  So here's one possible solution: why not provide a daily video blog about your travels across the country as you meet the military, police, and firefighters of the nation?   Forget the  high production costs of commercials that I'm never going to watch anyway.  Let's see some authentic content and hear some genuine messages that we won't get anywhere else.

I'm nothing if not helpful so here's a sample marketing plan I put together (I'll use Hillary per this example):

Goal
Primary: Generate awareness for Hillary Clinton.
Secondary: Launch an online political evangelism program around Hillary Clinton. 

Target Audience
Primary: Top influencers of online communities around the nation (insert appropriate party preferences here).
Secondary: (insert appropriate geographic clusters here)

Campaign Length
Short- and long-term, high-impact

Modes of Engagement
Vlog, posted 5 times a week (at minimum) available at:

• Official YouTube Brand Channel (BTW, here's a top influencer Hillary should seek the help of)
• MySpace 
• Blog via official website

Note: this is an example of just one mode of engagement. 

Hope this helps!

-Johnny

P.S.- To Fred: it took 35 minutes, 16 seconds to bang out this post.  

P.S.S.- This blog post endorsed by supporters for Johnny Chan 2008. 

Come on...everyone's doing it...

He's 75 years old, doesn't use a computer, takes notes on legal pads and jots thoughts on note cards.  Oh, and he's also the CEO of one of the most iconic brands of the last two generations. 

He's Bill Marriott.  And he's now a blogger.  And his first post was damn good. 

I'm sincerely looking forward to reading the blog, I hope he posts consistently.  I love listening to great stories and I can't wait to read how a humble root beer stand grew into a global giant.  But for the digital socialite, this begs the question:

What happens when the long tail meets the vertical ramp?

I'm unsure how to answer that question.  It's a progression that's becoming exceedingly difficult to anticipate because of the unprecedented rise of personality and demand for corporate transparency.  It's a representation of the digital space and a reflection of present socio-environmental trends. 

Here's my take on both landscapes and how they feed off each other:

Digital space- with the success of online social networks such as Facebook, MySpace, Digg, Slashdot, and Flickr, it doesn't take a genius to figure out that having and sharing your personality online is hot right now.  And with the number of assets we can now create - from photos to videos to full podcasts about our lives, the appeal of sharing this with those you care about will continue to represent a force in driving more people toward social media.  Within these online representations of self, brands and products will continue to play a large role.  With or without the brands joining the conversation, people will talk about their products/services. 

Socio-environmental trends- the role and behavior of big businesses are under increasing scrutiny.  Corporate scandals and environmental mishaps receive a lot of press not only in mass media but also in the blogosphere where corporate evangelists can easily become corporate vigilantes (think Monday-morning quarterback on steroids).  Political and regulatory backlash (or the fear of) as well as the accelerating pace of global business fuel a public suspicion that demands two-way conversations.  With blogs, companies have the platform to engage in a dialogue with their constituents. 

At the highest level, corporate blogs will be used to empower people to tell stories.  The conversation element is critical (something that cannot be achieved with broadcast marketing).  It's also a feedback loop to improve the services they provide and an authentic message that you can't place anywhere else. 

Big businesses will never be loved.  But they can't hide behind their perception as an excuse to remain faceless.  Companies cannot connect with customers in a meaningful and emotional way without having a personality.   That is why social media marketing is playing a bigger part in an overall marketing strategy.  It's an evolution of the times.  It's a reflection of our socio-environmental space.  It's the perfect medium for establishing connection. 

Let's hear your thoughts as to why social media marketing has exploded.

-Johnny

The 5x10=50 Rule to Velvet Rope Entry

Top social media influencers know they're hot commodities.  Slashdot, Digg, TechCrunch... the line to enter is outrageously long and you may not get in.  And why should you?  Most of the people waiting in line look similar: same blonde hair, same web 2.0 features, same body parts augmented (is that silicone or ajax?).  What makes you different? 

Whether you're the next web 2.0 flavor (exceptional exit strategy guys...I'm sure Google's going to buy you next!) or whether your ajax is bigger than the next is up to you.  We can't help you out there.  But when pitching the bouncers at Club Slashdot, Digg Lounge, or TechCrunch Bar & Grill, make sure to remember that 5x10=50. 

• Email should be no more than 5 sentences long. 
• Reading time should be approximately 10 seconds. 
• Total word count should be no more than 50. 

Make it easy on the editors.  The goal of the pitch is to stimulate interest, not to give your executive summary. 

-Johnny

Can I Get You a Drink?

We all know that buying a drink for someone at a crowded bar is one of the best ways to ingratiate yourself to him/her...or at least it'll score you a few more minutes of their time.  In the digital world where bloggers are often key influencers, giving them something of like-interest will do the same.  If bloggers are critical to your social media marketing plan, here's how you get yourself a few extra minutes of their attention:

1. Get to the Relevant Blogs
Don't go somewhere just because it's the Hyde of the blogosphere.  It doesn't make sense to go to a quiet lounge if you really want to shake your moneymaker like somebody's 'bout to pay ya.  So why are you pitching TechCrunch if your service has nothing to do with technology? 

2. Scope Out the Leading Blog Influencers
Visit this Google page and type in the topics that your client can be categorized in.  Once you find the blogs, peruse their content.  If they look promising, enter that blog's URL into the search box on this Bloglines page to see who's linking there.  This will give you an idea of relevance/influence. 

3. Get to Know the Bloggers
Sign up for the blogs' RSS feeds and then note the number of subscribers that Bloglines lists.  Also, start reading the blogs regularly prior to pitching.  What does s/he like?  In one sentence, what kind of blog does s/he write?  Other than what the blogger is known for, what other interests or quirks does s/he have?  If you can't answer those questions, you're not ready to pitch. 

4. Select your Top 3
Buying drinks for a few people at a bar makes them feel special.  Buying drinks for everyone in the bar makes you look like the idiot who's buying drinks for everyone in the bar.  Don't be that guy.  Pick 3 primary blogs for each specific category your client is related to.  If you follow persuasion architecture (and if you're not, why aren't you?), pick three blogs per persona. 

5. Have Something to Contribute
Alas, as in life, looks can only get you so far.  Sooner or later, you'll have to open your mouth to talk to the person.  Post comments on at least 5 of his/her most popular/recent posts before pitching your client.  Have something thoughtful, relevant, and insightful to say.   If you've followed step 3, this shouldn't be a problem.  If you haven't, then you better pull a Brian McKnight. 

BONUS
This was supposed to be a 5-step process, but here are two additional thoughts for more meaningful  relationships in the blogosphere.

6. Talk to the Bloggers' Friends
This is seemingly a no-brainer but social media marketers always forget this step.  Cozying up to the entire social network of the top blog influencers is possibly the best way to develop tight relationships.  Bloggers are inherently the 1% of citizen marketers who create content within a democratized community.  And they love to share information/gossip.  Find the best friends of your selected bloggers and post replies to at least 3 of their most popular/recent posts. 

7. Don't Ignore the Wallflower
It's a tale as old as time.  Sometimes, the ugly duckling becomes a beautiful swan.  And under perfect circumstances, the swan is Rachel Leigh Cook.  But I digress...   The bloggers that didn't quite make the cut in the initial seeding should be contacted afterward to foster the relationship within that community and regenerate publicity.  Who knows?  The budding blogger might be the next top influencer.  (Note: don't hold your breath for another Rachel Leigh Cook)

- Johnny

P.S. - Special thanks to Steve Rubel for Steps 2 & 3.  He is a blogger and professional that anyone can model themselves after. 

P.S.S. - If you get the chance to actually buy drinks for the top bloggers, order Stormhoek, the wine of bloggers. 

P.S.S. -  Click here for more on Rachel Leigh Cook.