What does it all mean?

Life is change, as is marketing. While job searching, I stumbled upon some compelling, and worrisome, market research* proving we live in exponential times:

• So, you’re “one in a million”? There are 1,300 people just like you in China; 1,100 in India.
• China and India have more honors kids than we have kids. 25% of the Chinese population with the highest IQ’s is greater than the total population of North America. In India, it’s the top 28%.
• China will soon become the largest English-speaking country in the world.
• If you took every single job in the U.S. today and shipped it to China, China would still have a labor surplus.
• The U.S. Department of Labor estimates that today’s learner will have 10-14 jobs by the age of 38. 1 out of 4 workers today has been employed by the same company for less than one year; more than 1 out of 2 for less than five years.
• The top 10 jobs forecasted for 2010 didn’t exist in 2004. We’re preparing students for jobs that don’t yet exist using technologies that haven’t been invented to solve problems we don’t know we have.
• The U.S. is 20th in the world in broadband Internet penetration. (Luxembourg just passed us.) The 100 million video streams watched DAILY on YouTube.com consume as much bandwidth as the entire Internet in 2000!
• There are 2.7+ billion searches on Google each month. Who did we ask B.G. (Before Google)?
• More than 3,000 new books are published, DAILY.
• The amount of new technical information doubles every 2 years and will
  double every 72 hours by 2010.
• Predictions further out than 15 years are difficult. But, by 2049 a $1,000 computer will exceed the computational capabilities of the human race.

What does it all mean . . . to marketers?

24/7, we’re emailing, texting, IMing, blogging, forum- and wiki-posting, multi-tasking, outsourcing, ignoring print for online news, reading e-magazines, becoming virtual employees and virtual people (Second Life). Our kids are virtual junkies (Webkinz, Club Penguin with 7 times the traffic of Second Life), shopping online, conducting e-commerce via our mobile devices.
We’re guerilla reporters and videographers. Our social networking is getting niche-ier.

Our work is moving into non-ad activities such as promotions and public relations with the intent to deliver more targeted audiences. Search engine algorithms have changed, including image and video. We’re ALL about “buzz”, viral, WOM marketing.

What does it all mean?

Employee surveys (and social networks) corroborate our basic human needs to: define and redefine ourselves; be recognized for our achievements; seek and provide help to others; find and connect with others "just like me"; validate what we say and do matters.

Marketing, and life, is gridlock, noise, chaos today. So much content (relevant or not), and so little time. I have “socialnetworkitis” (who needs that many MySpace friends, anyway?).

Engagement is key. The more technologically-advanced and fast-paced we become, the more the human race craves the “human touch”, virtually or actually. Marketers beware!


* "Shift Happens", by Karl Fisch and Scott McLeod, http://mgblankenship.blogspot.com/2007/12/shift-happens-did-you-know.html

So What Can a Nonprofit Do With Social Networking?

Social networking is one of the most popular ways constituents connect and meet people.

Nonprofits can parlay social networking into fundraising and awareness campaigns.

Ways nonprofits can use social networking and fulfill their missions.




1. Set up group pages and individual profile (more is better; be everywhere): develop a presence on social networking sites such as MySpace and Facebook. Link them to each other and link back to the nonprofit's website.

2. Use gadgets: such as a fundraising thermometer or the honor roll tracking tool, to create a visual representation of how well the organization is meeting its goal(s). Solicit supporters to post your gadgets themselves that create viral momentum.

3. Post bulletins: announce new tools available for use on personal webpages, such as promotional banners and news clippings. Againg, be sure reciprocal links are in place.

4. Recruit volunteers: to be social networking "ambassadors" so they can act as an additional hand reaching out to more people and enabling those people to reach out to even more potential supporters.

5. Promote: use social networking pages as another medium to communicate and promote the organization, events, campaigns, etc. and add ways that constituents can promote on their individual pages.

Consistency is key here. Share the same "face"(images, messages, etc.) in all online interactions.

Ding, dong, SEO is Dead!

SEO (Search Engine Optimization) is DEAD or, at least, as a stand-alone strategy!

Now we use SEM (Search Engine Marketing) which includes the following action-oriented tactics:

• Build links
• Add backlinks
  
• Write articles and distribute
• Write press releases and distribute
• Advertise using Pay Per Click (PPC)
• Employ social networking
• Blog and comment
• Be fresh and dynamic, updating frequently
  
• Create interactive tools and widgets
• Own your own unique keyword
• Add meta tags to your webpages
  
• Learn cutting (and bleeding) edge techniques as new ones arrive on the scene every day

Gone are the early days of the web where a static brochure-like website will work for your brand. "If you build it, they will come" is not a viable strategy for the web today.

Cool Social Marketing and Media Web Tools

I e-met Cha Cha via Twitter and she has a social media blog. Click on the link above for her ever-updating list of cool tools for social networking sites.

Tell her I sent you!

Marketing Tactics with an Eye on Strategy

On my list of "things to do", key marketing tactics for success:

• Marketing Plan, keep it simple, listing purpose in marketing, key benefits, target audiences, marketing weapons, niche (value proposition), and identity.
  
  
• Marketing Calendar, for the next 12 months, including media, metric to measure and results.
  
  
• My "Name" or "Brand", something easy to spell, pronounce, remember, believe in and share.
  
  
• Value Proposition (niche), what makes me special, what do I stand for, what makes me different, what can I "own".
  
  
• Key Benefits, a simple list of all the benefits offered.
  
  
• Research, References, Referrals, what people say about me, what I've done in the past that shows my successes.
  
  
• Friendly Guerrillas, designate several friends, viral and otherwise, to share my brand.
  
  
• Competitive Advantages, listing why someone should come to me if I offer some of the same benefits as others.
  
  
• Networking, online and off.
  
  
• Elevator Speech, 30 seconds, 75 words (preferably less) that I use to into myself and makes others want to know more.
  
  
• Contacts Database, customers, prospects, suspects (prospective prospects) and friends.
  
  
• Vision, Values-define who I am by what my customers want me to be.
  
  
• Email Program, for higher response rates than USPS mail, less intrusive, eco-friendly, easy to "pay it forward".
  
  
• Money Back Guarantee, 'cuz I believe in me.
  
  
• Follow-up, follow-up, follow-up! On average 70% of business is lost is not due to poor service or bad quality, but because of apathy and lack of follow-up.
  
  
• It's All About the FREE! Start offering a free one-hour consultation to prove my expertise.
  
  
• Speaking at professional and trade organizational meetings, and for free (see above).

"Social Networking" has taken over porn's top spot

Photo CreditOnline fever has everyone all atwitter. An article on Reuters highlights that Social networking sites are the "hottest attraction on the Internet", taking over the top spot long held by "porn". This is a MAJOR change in how people communicate. And, a welcome change in online users' "interests", too.

Research done by "data geek", Bill Tancer, analyzed the information of over 10 million web users, indicating that one of the major shifts in cyberspace has been a drop in the surfing of porn sites. Over the last ten years, porn searches have dropped from an all-time high of 20% of all web use.

"As social networking traffic has increased, visits to porn sites have decreased," said Tancer. Marketers take note of such an increase in social networking.

American celebra-mania is still affecting us, though, especially in the current U.S. presidential election. Web surfers are busy looking for photos of Republican VP candidate Sara Palin photoshopped in a teeny bikini or "researching" how tall is Barack Obama vice researching any real campaign issue.

Information spreads so quickly on the internet that the speed and the "need" for instant gratification predilects fact checking, too. The old adage of "just because you see something in print, it's not necessarily true" holds for online as well. Get the facts!

Now there's a business opportunity for someone: creating an online fact-filter search engine! And, I'm sure, those whose business models somehow combine porn and social networking are even happier with the survey results. They win either way.

So how popular are social networks worldwide? According to Synovate's survey, 42% of us are using social networks (like Facebook, MySpace, LinkedIn). The other 58% have no idea what we're talking about.

The survey was conducted over 13,000 internet users ranging from 18-65 years of age in 17 different global markets. Countries with the largest understanding of social networks? Holland 89%, Japan 71%, U.S. 70%.

Interesting factoid: on average only 26% of the users were actually using social networks. Holland 49%, United Arab Emirates 46%, Canada 44% and U.S. 40%.

Lots of people are uncomfortable giving their personal information online. Only 26% of all users surveyed , as a matter-of-fact. The highest fear rates: Serbians 71%, India 57%.

According to Synovate's Sr. VP, Bob Michaels, identity theft continues to be a major U.S. problem. Another growing issue is online defamation — posting negative and/or false information about someone online — so people are becoming more and more careful about the information they share. It's much easier to blast someone or something online if we only know you by your cleverly anonymous "handle".

So, who's most uncomfortable handing out their information? Japan and Germany both with 85%, Taiwan 83%, Canada 79%, Brazil and South Africa 77%, Poland and U.S. 70%.

And, then there are those people surveyed who think social networking is dangerous. Overall 51%. Brazilians 79%, U.S. 69% and Poland 62%.

Of interesting note, approximately 1/3rd of those surveyed claimed to be losing interest in social networking. Wonder who they are? No one I know.

Why People Participate in Social Media?

What drives people to participate in social activity online? THAT is the question...

The reasons are varied, as varied as the participants themselves. Here's my short list. Care to add yours?

1. Need to make business connections: enough said, this is basic networking, albeit online

2. Need to connect with old friends: keeping up friendships, connecting with people you know, to find out what's up with them

3. Need to make new friends: according to surveys, one in five online singles has viewed or participated in online dating in the past year; marriage statistics last year put newlyweds meeting online at a rate of 12-12.5% (that's 1 in 8!); that's a lot of new friends

4. Need to please others: yes, succumbing to pressure to participate in anything from your peers is still around, it's just found a new face (facebook, that is)

5. Need to help others: paying it forward, contributing in any way possible, it's an altruistic impulse; it's what made Wikipedia possible

6. Need for lust: some social networking is basically an endless parade of exhibitionism and hedonism

7. Need for a creative outlet: are you a photographer, writer, or videographer? the Web is the perfect place to show off your skills

8. Need for validation: people who post information like to be seen as knowledgeable experts

9. Need to connect within similar interests: whether it's a bowling league, a school, or your fellow baseball team fans, what better way than to share interests by connecting online


Not everyone wants the same things within social networking. What's your reason?

Marketing & Membership Symposium - You're Invited!

Join us for the 2006 Marketing & Membership Symposium, an exclusive learning and networking opportunity for association, marketing and membership professionals. This two-day conference is designed for experienced professionals looking to explore marketing, membership and sales topics with their colleagues. Stretch your thinking by examining new strategies and practical applications that will help market products and services, enhance member recruitment and retention and drive business success.

To be held Monday-Tuesday, June 26-27, 2006 at the Marriott Bethesda North Hotel & Conference Center. Nonmember attendance rate includes a one-year ASAE & The Center for Association Leadership membership.

And, I especially invite you to attend our panel presentation:

Creating Passion is an Inside Job—
The Why & How of Building a Great Staff Culture for Your Organization’s Success

Associations constantly search for new ways to increase passion and loyalty among their stakeholders. This interactive and engaging session explores the vital connection between passionate staff and stakeholders. The session will provide you a sustainable process for maximizing your staff's talents toward organizational success. The panelists will offer their experience, ideas, and examples of their programs to implement in your association. Learn how to harness your most valuable "human" resource's knowledge and experience and put it to work!

Our panel includes Yours Truly (yes, ME!) and....

Matt Baehr, PHR
Director of Membership
InfoComm International
703-273-7200 x 3080
mjbaehr@infocomm.org

Christopher D. Bailey
Director of Membership
http://www.acrnet.org/
the Alchemy of Soulful Work blog:
baileyworkplay.com/soulfulwork
chris@baileyworkplay.com
Phone 703-431-0948

Some great and very timely topics will be:

BUZZMARKETING: What’s Word of Mouth Have to Do with an IMC (Integrated Marketing Communication)?

LOST: Your Search and Rescue Guide to Membership Retention Loyalty Programs

MAVERICK MARKETING: How to Stand Out from the Herd, Get Better Results and Wrangle More Members Your Way

MARKETING & MAXIMIZING YOUR INVESTMENT: A Behavioral Systems Approach
How Sucessful is Your Organization’s Membership Eco-System?

ASAE & The Center for Association Leadership's Town Hall Meeting

GENERATIONAL DIFFERENCES: So What? Attracting and creating Value across Generations: What Works Today?

LEADERSHIP LAB: Giving Gen-X a Seat at the Table

STUDENTS: The Next Generation of Leaders

THE NEW MEMBER VALUE EQUATION: Creating and Delivering Value for Association Products and Services

TRACKING & EVALUATION MARKETING ROI: What Works?

THE "UN-SESSION": How to Invest in the Attention Economy

WORD OF MOUTH MARKETING: What it Means to You