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Social media gurus: slow down for God’s sake!

February 28th, 2012
Filed under: Social Media — joel @ 3:23 pm

In the course of just a couple of weeks, Pinterest “buzz” went from “chick niche site social network version of Etsy” to “the next amazing revolution in social business” to “Watch out, they trample on copyright holders! I just deleted my account.”

Did the world really change that much in less than a month? Or are we merely seeing the acceleration of the breathless high follower count hype cycle? For God’s sake, people. Slow the !@$# down! Twitter took years to find its place as a serious business tool and even today there are skeptics. How is it that Google+ Brand Pages and Pinterest became so hot so fast? Are we that desperate for the next new thing?

Social media isn’t a strategy, it’s a tool, one of many in your marketing and communications arsenal. Marketing and communications is in turn driven by business objectives. In my book (You can still buy it. A bargain at half my price.) I wrote about the importance of tying social media initiatives to corporate objectives.

Why is this concept relevant? Because the choice of which social media (or whether to use social media at all) is a serious one, that will affect your brand and suck up resources. You should wait out the hype cycle before launching head first into the next new thing. Go ahead and sign up, as an individual, look around, and take your time. But the early days are not the right time to either write something off as useless or adopt it as the next killer social network. At least there’s comfort knowing the hype cycle is getting shorter.

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My dad died last night. It was too soon.

February 21st, 2012
Filed under: Social Media — joel @ 4:14 pm

My dad, Monroe, died last night. It was both brief and a long time coming. When my mom told me I was very angry. Our life together was not done. It was too soon. I want more time with him. I wanted to hug him again, and see his smile, mischievous still at 84.

My father had a life of adversity followed by prosperity earned through hard work and persistence. He was born color-blind. As a child in the 1930s, he had polio, and survived this crippling illness. He spent much of his childhood in hospitals where, unlike today, visiting was limited to just a few hours a week, so he saw little of his parents. As a boy, he went to Stuyvesant High School, in a tough neighborhood in New York City. He was subjected to the anti-Semitic taunts so common on schoolyards of the day.

His career was always in electronics. He got his degree in electrical engineering before there was a thing called electronics. He worked for the Monroe Calculator Company, and then Philco, which became Philco-Ford, Aeroneutronic Ford, Ford Aersopace and finally Loral Space Systems. The company name changed a half dozen times, but he never did. He was brilliant, inquisitive, creative and giving. He holds dozens of patents, many of them in a technology called harmonic radar. At Ford, in the 1960s, he worked on some of the first “demand” traffic lights using sensors in the ground to turn the light green where cars were waiting. Before this, all traffic lights were on timers and drivers had to wait through an entire cycle before proceeding.

Independently, he developed one of the world’s first x-y plotters, predecessor to some of of the first printers available for personal computers. He took this to several companies looking for investors. As a boy, he repaired tube radios in a shop in New York City. He eventually worked on some of the world’s first tube-based computers. He worked with tubes through the 1950s and 1960s and then miraculously made the leap to digital electronics, despite a 40-year plus legacy in analog technology. He became an expert on microprocessor design and lectured to many groups on the topic. in 1977, he brought home a primitive computer in a briefcase, and showed me how to program it (no screen, no keyboard, no removable media) so that it would play the song “Daisy” by creating interference between the channels on an FM radio.

My dad had the coolest jobs. At Ford, he worked on BART (Bay Area Rapid Transit) and had a BART hardhat and credentials. He took me behind the scenes and inside the BART control tower. He worked for the city of San Jose as a technology transfer agent, evaluating technology purchases for the city. His office was full of samples in the form of traffic lights, emergency call boxes, police sirens and street lights.

Also in 1977, he was laid off from Ford Aerospace. He was 50. Through a friend he learned of a crying need for bar code scanners in the library industry, so he set about designing one. He began selling these and was, after a couple years of hard work and ingenuity, making more money than Ford had ever paid him. He bootstrapped his company, TPS Electronics, from $0 to $600K in revenue with only his own savings. The company eventually reached $3M in revenue.

Growing up, until we were in our teens, our family managed to do all the things “typical” American families did, like trips to Disneyland and the Grand Canyon, and to Europe. Pizza. Company picnics (which were a huge deal in the 60s) at places like the now defunct Frontier Village in San Jose. In between, I would go with my father to the San Jose Flea Market, to electronic flea markets and to auctions. He was often the auctioneer, and as always I loved seeing my father doing something he was really good at, as the center of attention and the one everyone else was looking to. Up until the practically the moment of his death, there was an endless parade of people who had worked with or for my dad over the years, and they have all told me for as long as I can recall that he was the best boss they ever had.

In 1990, I took over his company, but he continued to be an advisor. He found he still had too much time on his hands and he was driven by the need to engineer, so he volunteered at the VA Hospital in Menlo Park to work on technology to assist handicapped patients. While he was at TPS, he had invented a Macintosh/PC interface for quadriplegics that used a rubber tube people could breathe in and out of, such that little in or out puffs of air could take the place of a conventional computer mouse. He did this not to sell it, but because he felt like it, and gave devices and plans to anyone who wanted them. He built on this work while he was volunteering at the VA, and became so invaluable, they gave him an office and a title and eventually a long-term consulting contract. In his 60s and 70s he was still inventing and engineering and improving people’s lives every day.

At the same time, he also developed an interest in using a Macintosh as the interface for earlier, primitive technology. He designed an interface for this purpose and soon had a Mac acting as the keyboard for a 1940s Lynotype casting machine and a Monotype casting machine of roughly the same period. He started on a project to use a Mac to send images to a Jacquard (embroidery) loom, but didn’t complete it. He just might have been the world’s first steampunk.

His life was about figuring things out. About learning at an amazing rate and assimilating that knowledge to do things that hadn’t been done before, or even thought of. He was the same way with his health and with the health of his family. When my son was diagnosed at the age of six with kidney stones, my father spent hours reading journals at Stanford University library to learn the disease inside out, and then he turned to the Web. He eventually became more knowledgeable than most urologists and located the nation’s expert on my son’s particular kind of kidney stones. That doctor still treats my son 21 years later.

His persistence in knowing every option, questioning every diagnosis and treatment, saved my sister’s life. When she was very young she became quite sick one weekend. My mom and dad took her to the emergency room where she was diagnosed with mumps. My parents took her home, and after some thought, my dad said, (something like) “Mumps? Bullshit!” He took her back to the hospital and it turned out she had pericarditis, an infection of the heart sac, and she was essentially dying. She ended up having open-heart surgery and through my father’s persistence and willingness to question everything, survived and has gone on to have a wonderful life and a family of her own.

This attitude carried my dad through many more travails of his own. He had heart failure twice, about 15 years apart, and each time had open heart surgery and had a pig valve replace his own failed valve. The doctors gave him a half dozen years to live each time. He lived nearly 30 years more instead. He also survived prostate cancer.

My dad’s life was more than technology and life-threatening illness. He never let any of this interfere with his curiosity and his love for his family. I learned from him that no adversity, no matter how extreme, could hold a person down too long if they chose to get back up and keep at it. He has been a rock for me and my family.

My dad was a wise ass, and a cynic, qualities he instilled in me along with my deep philosophy of anti-violence and my sense of social justice. He once said “the government and the phone company are fair game,” meaning some people may cease to deserve “fair” treatment. But otherwise, he saw the good in everything, including me.

He had a smile that could make the world right. When he smiled and told me everything would work out, I knew it would.

We all hear platitudes like “he’s in a better place,” “you’ll always have the memories,” and “this is how he wanted it to end.” That’s not how I feel. I want him back. We weren’t done with our life together. I love him more than anything in the world. I don’t want him taken from me. I am sure, from what people tell me, my thoughts will change. But today, just hours after his death, this is how I feel.

     

Enough with the social media donuts already

February 8th, 2012
Filed under: Social Media — joel @ 5:37 pm

Wow. It doesn’t take much to create a social media meme. If you have one of the few, exclusively available Facebook accounts, you’ve probably seen the “Social Media Explained” (using donuts) graphic that has been making the rounds. I could spend hours, but I won’t, tracing its origin, which seems to be here.

This is definitely a rare example of a viral image (vs. the classic viral video). Recently we also saw the pepper spray cop image and its many variations go viral. But I digress. As a means of getting attention with an extremely clever idea, Social Media Explained works extremely well. It is all over the place.

But on a couple of other levels, I think it comes up short. It’s not like I’m an overly serious guy, though I sometimes tell my kids, “Cut it out! It’s all fun and games until someone pokes an eye out.” I just think if you’re going to do satire, commit to it. Some of the examples in the donut piece don’t quite fit. To describe foursquare as “This is where I eat donuts” isn’t really the foursquare metaphor, even when you’re making fun of it. “I am at Dunkin’ Donuts” is a more accurate analogy, and equally as lame. Why not get it right? I guess the devil isn’t in the details. Or maybe not.

The other thing going on here is that this kind of satire is generally applied during the early stages of a new technology or anything new for that matter, before a large number of people understand it. The tendency for people to mock things they don’t understand is a timeless convention. It’s particularly popular in the age of technology. My dad called me an iPhone addict and I asked him why he was so obsessed with his toaster every day at breakfast.

People were afraid of electricity in the early 1900s (and let’s face it, it does power the electric chair). But today if someone were to leap back in fear as an electric light illuminated with the flip of a switch, or talk about its newfangledness and how all the kids love it but he knows how silly it is, we’d wonder about that person. (And I’m not saying Spotify is as important as electricity.) The same thing happened when the telephone, camera, automobile, etc. were first introduced. And when Twitter launched. And a year after that. Skepticism is healthy, but at some point, after a thing is well understood, it can be a little wearisome as a humorous device.

So have fun, don’t be taken in by social media charlatans and don’t jump on the latest craze just because the gurus tell you to, or because you get an invitation to be an early adopter. (Simple early adopter test: If you can’t get your own first name, unadorned with additional characters, as a social network handle, you’re not an early adopter.)

On the other hand, don’t be a Luddite 2.0 either, particularly if you’re in marketing, PR, advertising or communications. A fair number of things that were super funny at first (like Twitter), and still funny to the uninformed, and still worthless to some people, could become important business tools while you blinked. Keep an open mind. Try stuff out. Reject the silly, useless and dangerous stuff.

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Advertisers: Super Bowl’s real competitors

February 2nd, 2012
Filed under: Social Media — joel @ 3:12 pm

With 30-second Super Bowl spots commanding as much as $3.5M, marketers are relying more heavily than ever on social media. So reports the Financial Times (and others). Advertisers aren’t replacing broadcast with social media — they’re integrating the two for more impact.

The real change, as the Times alludes, is to a social-media-first approach. Companies like Honda and Acura (basically the same company) are “leaking” their broadcast spots (or shortened teasers) via YouTube video in order to generate interest in the full-length spots that will run on Super Bowl Sunday.

Super Bowl spots are among the most viewed and talked about spots every year, and competition among advertisers is fierce, with each betting the farm they’ll create the cleverest and most popular spot. A winning spot will end up on YouTube and receive millions of views, giving it extended life and pass-along potential long past the day of the big game.

Some spots, like last year’s Star Wars-themed Volkswagen spot, with nearly 50 million views to date, are huge hits. Others, like Groupon’s ill-conceived “Save the Money” spots, which mocked popular causes and charities, like whales and Tibet, were dismal (and sometimes offensive) failures.

If you noticed any particularly good social media tie-ins incorporated in Super Bowl advertising, please leave a comment!

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