Yearly Archives: 2010

A Site 4 Next Generation Business Leaders.

By
Steve Poppe
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0

High level departures.  Those of us in the business world are fascinated by them.  Who is being forced out at the Tribune Company?  Which chief software architect is leaving Microsoft?  What CEO is taking fire at one of the world’s largest web portal?  Companies with massive high level departures are seen as damaged companies. And markets move based on this type of intell.

But what is the opposite of high level departures? Mid-level hires? The hiring of really smart people on their way up? Employees with a bullet, on top of their games, destined to change markets? Yup.  These mid-level executives, very much appreciated by their companies, don’t get celebrated publically. Oh, they want the notoriety but they keep their heads down.  Not blow-hard bloggers, they work their asses off, pay their dues, get smart on everyone else and wait for the payday.  By the time they get noticed in the press, they’ve already made their moves.  The human resources people and head hunters who find these people early on are the real heroes.

We need a website that caters to this business segment.  It’s a perfect online community: active, aggressive, engaged. But anonymity is a key. Perhaps this community is sponsored by a recruitment company and all posts are anonymous.  Only the site owner can identify the participants. OnTheirWayUp.com?  It’s experiential not narrative…and the perfect place for mid-level over-achievers to get noticed early.  “I yike it,” as my kids used to say. Peace!

Twitter’s Billion Users.

By
Steve Poppe
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0

My first tweet (www.myfirstweet.com), a fun application conceived by Noah Brier, contained a typo. That’s just about right. 

Though not a 10 tweets a day kind of guy, I do love the app. Readers know I have great expectations for Twitter in the business world.  Twitter doesn’t have the users of Facebook and many still think it a silly web exuberance, but it really has only just scratched the surface of its potential.  My daughter who’s a Millennial just signed up and she didn’t get Twitter for the longest time.

Yesterday I was in the locker room of a professional sports team.  Can’t say the name.  Outside the looker room in the hall next to the showers is where all pertinent team information is posted.  An 8 x10 memo on insurance, a notice that the barber will be on prem Friday, small laminated color piss charts encouraging proper hydration. Don’t forget to shower before you get in the whirlpool.  Next to all these little officious documents is a huge horizontal poster “Twitter Dos and Don’ts.” 

Dos: Okay to say “great game” and “thank the fans.” Don’ts: no RT (retweeting) other peoples’ unsubstantiated stuff, talk about injuries or the game plan.   The list is quite long and modular so it can be expanded. It starts at eye level and is currently down to the waist. Athletes love Twitter.

I once wrote a brief stating that a musician is never more in touch with his/her art than when staring into the eyes of the audience.  Twitter is not exactly the same thing but its close.  When marketers learn how to use Twitter to really listen it will become, as Dick Costello predicts, a billion-user application. Peace!

Save a Cup.

By
Steve Poppe
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0

On average, Americans use 159 gallons of water a day – more than 15 times that of the average person in the developing world.  Today is Blog Action Day and the topic is water.  Our overuse of water in America is. embarrassing.  My mother-in-law, who lives in North Carolina, is always talking of droughts.  Our lawn this year was a brown mess by summer’s end, because we chose to limit our watering.  (Our neighbors lawns looked fine.) That said, our upstairs toilet is huge, wasting more water per flush than it needs. Many are aware of their water-wasting and are beginning to do something about it.  In fact, we are legislating change but it’s really not enough.

Just as I stopped taking brown paper bags and handfuls of napkins from delis years ago, I need to think more about flushing and ablutions and showering.  No brainer. What the future holds in store for us are two kinds of water in America: potable water and non-potable.   Non-potable water will be used to wash clothes, cars, flush toilets and water lawns.  It will probably be recycled water or slightly desalinated from the coast. The good stuff will be for drinking, cooking and brushing teeth. (And hopefully in the preparation of beer.)

We have lots to do, so let’s start now.  If you’ve ever been really, really thirsty you know how special water is.  Please celebrate it and treat it as precious.  Save a cup today. Peace!

Bing Likes Likes.

By
Steve Poppe
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0

Charlene Li has a great post today about Bing and its product alliance with Facebook — one she feels will help Microsoft cut into Google’s search share.  She is quite right. Bing, number 3 in search, announced it will integrate Facebook’s social graph information (“Likes’) into search results, as an option.  If you use Bing to search a particular topic you will have the ability to check results based upon how your Facebook friends affect those results as determined by their “Likes.”   

This is smart logic on Microsoft’s part…jumping on the bandwagon of the world’s most populous social network.  It’s smart for Facebook, backing up the truck to the Microsoft bank. And it’s good across-the-board logic, allowing search to be viewed based upon the likes of friends, followers and communities.  

When Facebook changed “Fan” to “Like” it struck me as a bit odd, though. Call me paranoid, but I now smell the backroom deal. The timing was about right.

Personally I am not a big “Liker.”  I don’t really click on “Liked” things, yet many do and it has become a popular pastime and app.  As more marketers encourage Facebook users to Like things – and shill for their brands – the behavior will become tired, forced and die down.  As permissions and privacy interests grow Likes will also die down.  Facebook will still be Facebook, finding new ways to grow and monetize, and Bing will have won some serious market share points with this new tactic. That said, Bing will still be innovating OPS (other people’s stuff). Peace!

Unbridled Web Growth.

By
Steve Poppe
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0

Have you ever picked up a magazine containing 200 pages and thought it too bulbous to read?  

Steve Rubel in a post today suggests “Space on the Internet is infinite. Time and attention, meanwhile, remain finite. Therefore, Digital Relativity will become a major challenge.” In his book “Cognitive Surplus” Clay Shirky suggests “as more of us become content creators rather than consumers, it’s ushering in a new age of enlightenment.”

I agree with both sentiments, but also agree with Thomas Malthus in whose essay “Principles of Population” it is stated that overpopulation will stifle healthy planetary growth.  Says Malthus “The power of population is indefinitely greater than the power in the earth to produce subsistence for man.” 

As the web grows as a source of all content with everyone and her brother becoming a content creator, will it not end up over-filled with the unimportant?  Will the songs of poor singers make it harder to find the Joss Stones? Will cartoon-like films bury the Coen Brothers?  The answer is yes and no.  Thanks to search engines, algorithms and relevance much cream will still rise to the top. But with too much content, it might be harder to find the gems. And, as is the case with the overstuffed magazine, it is likely that some may opt to not pick it up. There is an organizational opportunity here me thinks. Peace!

Microsoft. Harvest or Cut Bait!

By
Steve Poppe
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0

I think it’s time for Microsoft to go into harvest mode.  Harvest is a B- school term that identifies the last part of a company’s lifecycle.  It occurs when companies stop investing and planting seeds and simply harvest what they can while idling down.

There’s still lots of money to be made on PC operating systems and productivity software, so reap those rewards and stop wasting the profits.  Do it for shareholders.

What was the last Microsoft product or service that broke new ground?  It seems every new thing they launch has been invented before.  Yesterday’s announcement of the new operation system for mobile phones, Windows Phone 7, was a little bit late to market, no?  Like 2 years late.

There was a time when Microsoft was the shizz.  Big, powerful, filled with the smartest people in the business.  Sadly, like the punk rock band that became famous, fat and less angry, I fear Microsoft has lost its mojo.  It still has more money than G O D and, so, sustains…plodding along innovating OPS (other people’s stuff).

Microsoft, is looking through the rear view mirror.  Come on Microsoft, shake it up right now or harvest and move on. Peace!

PS. Steven Ballmer quote on Windows Phone 7, “We focused in on how real people really want to use phones when they are on the go.”  With this type of thinking how can Microsoft miss? JKJK.

PPS.  Having done some more homework on MSFT, I’m open to the idea that maybe Window Phone as a mobile OS might actually be a pretty big thing. Maybe there is some bait cutting going on after all.

Brands and Social Media Noise.

By
Steve Poppe
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0

 Branding is about creating muscle memory around a selling idea. It’s not about the color of the idea. Or the smiling faces.  It’s not about the talent or the sing-songy tagline.  It about finding a powerful selling idea and organizing it in a way that consumers can play back.  It’s what good brand managers and their agents go to school for. 

What makes one hospital better than the next?  The stuff that’s been planted in your head.

Social media and its ability to make everyone a media mogul is having an impact on brand management.  The Brett Favre brand has just taken a major hit thanks to recorded cell phone conversations and some unseemly texts.  Sorry Wrangler Jeans. Social media created a torrent of unintended and, often, untended information about brands.

“Hi, I’m Amanda.  I’m from DDB Tribal. I teach clients how to use Facebook.”

As an ad agency kid in NYC I once suggested giving away free tee-shirts sporting our logo to bicycle messengers. Messengers were everywhere in NYC…in and out of some of the world’s most important marketing offices. My boss said “No, what if a bike messenger broke the law and got his picture in the paper.” Like it or not, that’s brand management.

The pop marketing psychology of the day is “Companies don’t own their brands anymore. Consumers do.”  I argued this point with the chief strategy and innovation officer at an IPG promotion agency earlier this year.  He agreed with the pop marketing thesis. I do not.  As social media allows more and more consumers to make fake ads and weigh in on products that others spend millions to build it becomes more important for brand managers to tighten up. We can’t silence the masses but we can friend them, hopefully program them toward our way of thinking, and maximize the share of message to noise.  

Find your selling idea, campaign it, refresh it, invest in it.  And manage it. Because social media for all its good can create noise that is not always brand and sales-positive.  Peace!

When is Social not Social?

By
Steve Poppe
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0

It’s started.  With the (re?) introduction of Groups, Facebook has started down the path of being less social.  Those who gerrymander themselves from others on the Web are not being social, they’re being anti-social.  Okay, they are also being human.  But for me, the best of social networking is in finding likeminds around the block, country and world.  Sure, I like knowing what far off college pals are doing. And I’m okay knowing what high school classmates whose pictures I don’t recognize care about. And yes, I know it can become unmanageable if you have too many friends and followers and can’t keep up with the stream.   Manage.

Research is probably driving Facebook’s more towards Groups with members are saying I need a way to organize my friends. Yet the feature is going to narrow users’ worldviews.  They will spend more time in the Groups with less people – more insular people. It will be like going to the same bar all the time. Or eating at the same restaurant.  Or reading the same author. Again, very human traits — but traits blown up by social networking.

Facebook Groups will remove some of the serendipity built in to the application.  Like antibiotics, Groups will be a good near term salve but if overused will begin to erode the beauty of the network. My advice, don’t turn it on. Peace!

News About Online Political News.

By
Steve Poppe
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0

“I want my news and I want it in my eyes now!” is a riff on something my very young daughter said when sitting at a restaurant, being told by her grandmother her tuna fish sandwich was coming. No doubt, for the 4th time.

When I was a kid, radio was the only place to get news in real time and it required having a reported on site – so it wasn’t really real time. Thanks to Twitter and video and camera phones, the news today is available in real time. And though it may not always be well-packaged, presented or analyzed, it’s available as it happens.  The news biz is a changing thanks to the web and technolo-yee.  It is always on. And way exciting.

Howard Kurtz

Howard Kurtz is a well respected political news reporter based in Washington DC.  He’s the shizz. When interesting things happen, he finds them.  Or they find him.  Mr. Kurtz is leaving The Washington Post for The Daily Beast online. Why?  You’d have to ask him, but my take is for freedom, excitement, a little bit of sexy, and the unknown that is real time reporting. His business card certainly won’t have the cachet it once did, but history is his to make…and report.

The Daily Beast, and its probable new partner Newsweek, are growing up and growing down respectively. If the two merge is should be exciting to see the morph. Were I Tina Brown (the Beast’s co-founder), the person expected to helm the combined enterprise, I’d lose the entertainment, the food and other ancillary things and go news and politics.  It’s a herd of cats that can be better managed. And a beast it will be. Peace!

Digital Agencies Less Profitable?

By
Steve Poppe
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0

Twitter and Skype just made executive moves at the top in efforts to take their fast growing, oft used businesses in the direction of profitability.  Both companies are moving past their infancy. The venture partners helping drive the strategy of these two exciting, brilliant tech companies are pushing for stronger, more “grown up” management.

This makes me think about digital marketing shops — other businesses coming out of the infancy stage.  Do big holding companies like IPG, WPP, Omnicom and MDC Partners cut digital companies more slack than traditional marketing companies? My bet is they do.   The young, filled-with-promise always get the benefit of the doubt. Plus, I’m guessing the financial people at the holding companies don’t quite know how to manage profitability of digital clients just yet.  Because digital is the fastest growing sector in marketing, profit blemishes are being masked.

Digital business people grouse that they don’t get a seat at the big person table when it comes to planning. Often, the “idea” is already cooked when the didge shops are brought in — the big expensive thinking complete.  What is left is the digital translation, a degree of digital creativity and execution… much of which can be performed by lower cost worker bees. If this thesis is correct, then the per capita payroll of a digital shop is lower than that of a full-service ad shop. This is why the profit margins are lower, why digital shops don’t scale past new business, and why they are not getting a seat at the big table. This will change, but will probably lag the pace of change at companies like Twitter and Skype. Peace!

PS.  RGA does not fit into this mold. They have strong highly paid talent throughout. They are the exception.

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