Wednesday, September 26, 2012

Digital politics in U.S.A.'s teen years

This will be the last election candidates can be lame in digital media and still win.

Be it Iowa, Arizona, or South Dakota, local candidates need to absorb what national politicians have learned during election cycles in the past 10 years, digital media is replacing lawn signs and television advertising.

Two Arizona county supervisor challengers just established their Facebook pages this spring during the registration period for running for this position. Both are viewed as "digital carpetbaggers" by those knowledgeable in digital political marketing.

Today you do not wait until the election cycle to establish your credentials. If you're planning to run for an office in 2014 or 2016, you must, and I mean emphatically, must establish your digital credentials today. I don't mean October, 2012; I mean right now (shouting)!

The incumbent county supervisor above was advised of this a year ago. He waived off this as silly marketing and is sticking to his traditional way of politicking as he has for the past two decades. His political consultants he's used for those two decades are advising him on this.

He is now in the fight of his political life with a 30-something challenger nearly half his age and computer-generation savvy. While she uses YouTube, Twitter and Facebook, the incumbent does not post to Facebook and recently rebuilt his website using strict HTML code. Strict HTML code is death for those using mobile marketing - which by 2014 will be the majority of how voters get their information about candidates.

His challenger is out knocking door to door, carrying her mobile device, meeting with prestigious law firms and businesses, while the incumbent drapes himself in the fact he has held the office for two decades - something his challenger is successfully using against him.

Digital video

A Republican moving from the state house to senate has her website up. She has her Facebook ikon on it, no Twitter, no Instagram, no YouTube, no Pinterest , no Viddy and no Linkedin profile. Again, her website is not configured for IOS6, Android or other mobile platforms.

Yet a man running for U.S. Senate in this state politician's district has all his television ads up on YouTube - and releases them before they hit television. He tweets about them. No, he's not using Viddy or Instagram yet, but he is exploring Pinterest. The difference between a local contest and national is the higher office seeker needs to be on top of the digital game - something local politicians now need as well and it will be crucial during the 2014 election.

My own Phoenix Councilman Jim Waring (and I will call him out) is doing things right in the digital arena. He was an advocate of putting the Phoenix City Council meetings online. I now save more than $10 in gasoline each time the council meets because I'm watching it online, saving on parking too. Phoenix Mayor Greg Stanton has encouraged me to tweet during the meeting - using a tweet to do it. The tweets have yet to make it into the council minutes.

Waring does what I curse other politicians for not doing. Facebook has an "events" feature (So does Google+, but Google locked me out of Google+, saying Marketing Sociologist is not a real name. As soon as I replied neither is Lady Gaga or Elton John, Google shut down my Google+ account and refuses to discuss opening it). Waring creates an event tab for meetings, fund raising events and posts to Facebook after and recently during these meetings. Bravo for Waring. In February he will celebrate his third year on Twitter.

Digital politics is not advertising or public relations driven

If city politicians are exploiting teen years technology, it is time those running for judge-ships, state offices, etc., to move to 21st Century political marketing.

Last night a woman running for Arizona State Senate told me she has an advertising firm running her campaign. I advised not to have advertising firms involved. "Media companies don’t understand technology because they are not run by technologists," Eric Picard, CEO of Rare Crowds, wrote in Ad-Exchanger in August, 2012. My saying is "Social media = we were an advertising or public relations firm in 2010." Same reason as Picard. Less than 25 percent of Public Relations Society of American members are APR accredited, and those in the field are bringing this lack of dedication to the digital realm. Why I became C.I.W. certified.

Thursday, July 19, 2012

Phoenix traditional media
Misses one of its largest business stories
When Fender Musical Instruments
Withdraws IPO

Twelve hours before Fender Musical Instruments was to become a publicly-traded company, it withdrew its IPO offering. At 5 p.m. Pacific Daylight and Mountain Standard time (Arizona time), Reuters ran with the story of the withdrawal.

By 7:30 p.m., not one media outlet in Phoenix, home town of Fender's corporate headquarters (Scottsdale), had the story. It was Reuters, headquartered half a world away in London, that filed this non-bylined report: "(Reuters) - Fender Musical Instruments Corp, whose guitars have been used by music legends including Jimi Hendrix and Eric Clapton, said it withdrew its initial public offering, a day before the guitar-maker was expected to make its market debut."

 This further amplifies what a dismal journalism school Arizona State University's Cronkite is. Arizona media, dominated by Cronkite grads, is full of illiterate sentences, typos and inaccurate or unreported facts. Best example - no reporting on Fender IPO withdrawal.

Friday, June 8, 2012

Community group marketing today
only wants to use
20th Century communications tools

Got kicked off a non-profit community group's marketing committee this month. The reason I was kicked off was that I refused to provide an email address. I told them to tweet me. They don't use tweet. They had to schedule meetings via email.

They didn't get my obstinance about refusing to provide an email address. Here was a non-profit group responsible for marketing in the teen years of the 21st Century to a city of 3-million. The other committee members did not use Twitter, so instead of updating their marketing skills, I was kicked off the committee.

How are they going to market to a 21st Century audience when they're still only communicating through 20th Century emails?

Monday, May 21, 2012

Direct mail vs. QR codes
Less than 1% return vs. 18%
Why are you still using 20th Century marketing?

A report in Mashable stated "50 percent of smartphone owners have scanned QR codes. 18 percent of them made a purchase after scanning."

Recently spoke to an expert in direct mail. She said typically you have a one-percent response from direct mail. Of that one-percent, five percent purchase.

This is the difference between 20th Century marketing (direct mail) and 21st (QR codes, apps, etc.).

Let's say you did a very modest direct mail piece of 100,000. That would cost you or your company anywhere from $200,000 on up; generally in the half-million dollar range.

From that mailing you'd get 1,000 inquiries, and close 50.

With QR codes, out of 100,000 scanning - that would be 18,000 sales.

A recent pew study says nearly half the U.S.A. is using smartphones. That means with QR codes you have roughly 150-million potential customers with a nine-percent close ratio (half that 150-million scan QR codes, so only nine-percent of the 150-million will close).

So why are you still using 20th Century marketing like press releases and direct mail when you could be making more money using 21st Century marketing?

Sunday, May 6, 2012

Is Disney handling of Rick Ross departure
What is wrong with corporate USA?
Avengers breaks all records
Risk takers disappearing from Corporate USA

This is an speculation editorial. I'm not in the know. I'm pretty sure former Disney movie chairman Rich Ross was pushed on April 20, not a voluntary quit. This blog is my opinion, few, if any facts.

Rick Ross lost $200-million dollars on the movie "John Carter." Ross took a risk - something not popular in corporate USA today - why we are being beaten by companies in China, India and why Japan took market share in electronics, auto and other fields in the 1980s. Ross is no longer in his plush position due to that risk.

Corporate USA forgot what risk is - like the first Apple computer. Who knew if there was a market for a home computer? Today, most valuable company in the world. Apple took a risk. IBM didn't. Where do they rank today?

This past 10 days, Avengers broke every record for income in its worldwide release - Star Wars, Harry Potter all bowed to the Avengers movie. Avengers brought in two-thirds of a billion dollars in its first 10 days.

This was a movie Ross was involved in. How involved, hopefully others will comment. I don't know.

So if I were the president of a company and you said, "Let me blow $200-million on one film and I'll bring you three times that on another." I'd say, "Go for it." That is three-to-one return on my loss.

Yet for most of corporate USA, they aren't willing to take that risk. Hiring the safe, fresh out of college intern and grooming them is a lot better than finding a fanatic who loves your company and will risk your company's money and reputation to make you more money and a better reputation. Corporate USA doesn't hire those individuals. You could ask Steve Jobs, but he isn't with us any more. The fanatic individuals are disappearing from USA business.

Saturday, May 5, 2012

Marketing Sociologists can predict the future
Carrie Underwood tops Billboard May 9, 2012
Albums chart 200

American Idol 2005 champ Carrie Underwood will take the Billboard #1 slot this coming Wednesday with her new Blown Away. Who says Marketing Sociologists can't predict the future? We have our sources! Underwood sold just under 300,000 units (reportedly) to achieve #1.

Wednesday, May 2, 2012

Selena Gomez
Uses Twitter
21st Century marketing
Should have live streamed
Even baby had smartphone

Selena Gomez is utilizing 21st Century marketing to sell her Target clothing line. Imagine if this had been live streamed!

Watch carefully. Even the baby under 1-year old handed her smartphone to her mother when Selena Gomez picked her up. Why I say mobile marketing is so crucial during the 21st Century's teen years. Looks like everyone at this event was mobile equipped.

Tuesday, April 24, 2012

Dang girl!
Selena Gomez
21st Century marketing

Selena Gomez took to Twitter to promote her Dream Out Loud clothing collection "@selenagomez At The Grove Kmart checking out Dream Out Loud. First five who go to Customer Service & show this message retweeted/liked will shop with me!"

This is how you utilize Twitter, Facebook, Pinterest, Instagram and all 21st Century marketing. A celebrity, a call to action and sales, sales, sales.

Friday, April 20, 2012

Rich Ross resigns as
chairman of Walt Disney Studios

Just did the unusual for The Los Angeles Times - as a blogger called and asked its permission to publish its article, which is excellent, on Disney (they said provide the link). Thank you, L.A. Times.

After less than three years on the job, Rich Ross is out as chairman of Walt Disney Studios.

Ross' departure, which was largely expected throughout Hollywood, follows a period of management upheaval at the Burbank-based studio and a pair of two high-profile box office flops: last year's "Mars Needs Moms" and the Martian adventure film "John Carter," for which Disney acknowledged it expected to take a $200-million loss -- one of the largest in movie history.

Ross, who had built the Disney Channel into a global powerhouse, was promoted in October 2009 as successor to studio veteran Dick Cook. Despite achieving success with Disney Channel shows such as "High School Musical," Ross lacked experience in the movie business.

Many inside and outside Disney were skeptical at the time that a TV executive with limited film experience could transition successfully to running a large movie studio.

In an effort to improve the studio's performance, Ross restructured operations and ousted several experienced division heads and hired a movie outsider, MT Carney, as head of marketing. Carney was pushed out in January after less than two years on the job.

Ross sent an email to his colleagues Friday morning, saying, "I no longer believe the Chairman role is the right professional fit for me. For that reason, I have made the very difficult decision to step down as Chairman of The Walt Disney Studios, effective today."

In a statement, Disney Chairman Bob Iger touted Ross' contributions to the company. "His vision and leadership opened doors for Disney around the world, making our brand part of daily life for millions of people."

Disney Corporation owns your life from before
you're born until you die - Terrific marketing

Disney's princesses have ruined relationship expectations for young women worldwide. (believe it was my daughter who said that)

Disney may be one of the greatest marketing companies in the world. They own you from before you're born through grand parenting (Disney resorts and cruise lines).

Family night probably involves a Disney DVD. Your eight-year olds are listening to Radio Disney (Weekly Top 30, too). Your teens may be listening to Demi Lovato, Selena Gomez or Jonas Brothers, all signed to Hollywood Records - which started life as a Disney label.

It starts with an expectant mom. She logs on to Babble for maternity information - Disney owns it. From their earliest experiences, children are exposed to Disney Junior as the way parents substitute TV for baby sitters. They progress to the Disney Channel, Radio Disney and the resorts and theme parks - plus the movies.

If Disney were smart, they'd be providing educational tools and textbooks for children from pre-school to college graduation. They may already be doing that.

After school years, it's parenting. What parent hasn't had to take their child to a Disney recreation site? Then the grand parents get involved.

Don't you wish your company domineered every family's life in the world like Disney does?

Wednesday, April 18, 2012

Are you crippling your sales people?
Bad 21st Century marketing practices

If you've read Steve Jobs' biography, you know he was exacting in detail. The question is, are you enlisting Jobs' quality for your company's "social media" effort or are you utilizing what were public relations or advertising firms in 2010?

Champions are what make or break a company. If you're utilizing those former communications firms, your top sales people, the top 20 percent of your sales staff - the champions, have probably abandoned ship. The rest are going down with the Titanic.

Being on Twitter or Facebook is not the total of 21st Century marketing. What if your target audience is not in this arena?

Does your "social media" team know how to program in HTML? Do they know YouTube is the second largest search engine in the world? Are they aware of how to data mine on Twitter?

Do they know how to utilize Instagram and Pinterest for commercial purposes? Can they deliver Pinterest analytics as well as YouTube, Google and Facebook analytics?

Are you putting QR codes on all your printed material? Where do the links lead to? Is your agency charging you to use outside vendors for creating QR codes? You could do it yourself for nothing.

Are you using NFC (near field communications)?

Most communicators are not equipped like marketing sociologists to look at historical impacts to your marketing program. How many of your communication team are discussing how gas prices and interest rates are impacting the business? Are they addressing the issue that every century it's been a nation, the U.S.A. has been in a major war during its teen years? How would that impact your business?

It's your business. If you want the qualities Steve Jobs demanded, you're using a marketing sociologist. If you're gullible, you're using one of those "social media experts" who are telling you followers are "ROI" (return on investment) and were a public relations or advertising firm in 2010.

Take action. Hit the call us free button now.

Monday, April 16, 2012

Why your business shouldn't use a "social media expert" to do 21st Century marketing

"Social media = We were a public relations or advertising agency in 2010 and have no understanding of coding" - Marketing Sociologist

What two years ago were advertising and public relations agencies have re-positioned themselves and today are charging clients $3,000 per month to handle Facebook and Twitter pages.

They call the number of followers "ROI" (return on investment); the same as they took a measuring stick I created in the mid-1980s, calling newspaper circulation or television news viewership "ROI." These agencies' customers may never see a dime from followers or viewers or readers, but these agencies are insisting it is "ROI."

Marketing management are swallowing this smoke and mirrors. Search Pinterest for public relations experts - maybe three. Then search for social media experts - pages. Most of these "social media experts" are charging $3,000 a month for interns, utilized by advertising and public relations agencies the past two decades as the fields degenerated.

While these former communications agencies know how to do Facebook or Twitter, they have a problem seeing the forest instead of just the trees. They don't grasp a business' total enterprise.

Here are a few tools a 21st Century marketing sociologist uses:
•    Facebook
•    Twitter
•    Instagram
•    Pinterest
•    blogger
•    Tumblr
•    Appsmakr
•    QR codes and more.

Marketing sociologists look at the total enterprise. Sixty-percent of all Internet usage today comes from mobile devices. These former communications firms are promising SEO (search engine optimization) for that $3,000 per month. That's nice. App and Instagram usage don't show up on SEO. Yet, today that's where you'll find most of your potential or current customers.

Marketing sociologists start with who are your customers and how do you reach them. Then a marketing strategy is developed. How do you reach customers? It may be at conferences, a press release, or the latest social "buzz" like Pinterest or Instagram. You must look at outside factors that will affect your business; gas prices, unemployment and more. Depends upon your business.

Monday, April 9, 2012

How to become a subject expert on Linkedin

 A Phoenix organization gave a presentation the first week of April 2012, on how to find a job using Linkedin.

On the way to the seminar, I had a flash of brilliance.

In 2011, 2009 and 2008, and hopefully 2012, I was Linkedin’s #1 public relations expert. For years I’ve been asked how I did it. “Fortunate,” is what I said; when my answer should be “40 years of passion, drive and study of anything marketing.”

That’s not the definitive answer on how to become a subject expert on Linkedin.

My entire life I have leapt into research. As a teen, while others were purchasing guitar fuzz tone boxes, I built one. I spent a semester in high school electronics learning to read resistor colors, how to heat sink transistors so they didn’t fry and use nail polish to create what at the time were called “circuit boards.” I had a fuzz tone! Second semester I took metal shop to create an aluminum box for the circuitry. Long before Steve Jobs did the same endeavors to create iPod and other Apple products.

In college, there were nights where I had to explain to Albuquerque police how I was in the school library or art building dark room at 2 or 5 in the morning. Time melted and I didn't realize they were closing. My passion for learning – and creating in the dark room – led to 24-hour sessions for days in a row. Many times I was never found and stayed until the building opened for the next day.

I was also given a key to the school’s newspaper offices where I would write stories after deadline, making plates for the printers who came in at 2 a.m. to print the school paper: New Mexico’s second largest daily.

It was union, so all I could do was ask a million questions about ink – how it was made, printing press history, on and on – curiosity. I was never allowed to touch or clean the presses (union). That came later in life.

So when I started answering questions on Linkedin, I used the same curiosity I had when I went into journalism, public relations and the Internet. I spent six months watching how people answered questions on Linkedin.

I never set a goal to be #1. I wanted to impart knowledge; yet, as I did as a journalist, my goal was to be accurate and well read.

The biggest reward from answering questions on Linkedin was not #1. It was when musician Derek Irving asked a question on making his band famous. I spent six years writing for Billboard, this should be easy to take #1, I thought.

A few days later, I went back to Irving’s Linkedin question and someone else had answered. Many had, but this one person really, really knew what they were advising Irving on – becoming famous in the 21st Century.

The person answering was Dennis Erokan. I looked up his bio on Linkedin. Created the Bammie awards and the Bay Area Musician newspaper; I read it in college. We connected on Linkedin. We presented together at the first Los Angeles Showbiz Expo. No preparation beforehand. He did a shtick about Nikki Sixx of Motley Crue. I was blown away. Yet our presentation was about using the Internet (YouTube, Twitter, Facebook, etc.) to become famous in the music and entertainment industry. One attendee took notes, published a book on our presentation and is now an Internet media darling with millions of followers – all off Erokan's and my presentation.

Connecting with Irving and meeting Erokan were very rewarding life experiences for me and would never have happened if not for the Internet and 21st Century marketing.

Being able to provide answers favored by Linkedin’s 100-million plus users is an honor. It all started by being curious and creating answers that were read (and highly rated). Watching what others were doing – the basis of marketing.

Monday, April 2, 2012

Taylor Swift Facebooks to second ACM
Entertainer of the Year

For weeks before the April 1, 2012 Academy of Country Music awards, Taylor Swift used Facebook; pimping her cat to help her win Entertainer of the Year. Nearly half-a-dozen photos of the cat voting. Then, the evening of the awards, she sent a video of her on the red carpet and instructed those reading the 21st Century marketing tactic to text their vote for the award.

How's your marketing program? Still using SEO (search engine optimization) and press releases? This is the 21st Century's teen years. Don't be left behind.

Wednesday, March 7, 2012

Apple unveils Apocalyptic Mayan 2012 iPad

Acknowledging the end of the Mayan calendar on December 21, 2012, Apple unveiled its "Apocalyptic Mayan 2012" iPad after it debuted the "new" iPad today.

Sunday, January 1, 2012

13 degrees warmer today than beginning of
21st Century's second decade
global warming?

On the first day of the 21st Century's second decade, I blogged about what a fine day it was and it was nearly 70 degrees.

Two years later it is 83. Can you say global warming? Sure you can.