Greg Verdino

Coopetwition gives two soda giants bubbly feelings

The story: a member of the Twitterverse suggests that @pepsi and @cocacola put age-old competitive rivalries aside and become Twitter friends.  The brands agree and shake virtual hands.

Sure the person who made the suggestion isn't quite an everyday Joe -- he is the founder of the Aussie arm of Razorfish and has done work with PepsiCo -- and the gesture between the two soft drink giants is as silly as it is symbolic.  But still, it makes for a fun story.

Can Twitter teach the world to sing in perfect harmony?

 

(via Darryl Ohrt; image reposted from my Posterous.)

Three B2B marketers dish out social media tips & tricks

Tomorrow morning, I'm heading to Boston, where I'm slated to moderate a panel at the MarketingProfs Business-to-Business Forum.  This post isn't really about my speaking engagement per se, although I should mention that there's still time to register if you're interested in attending a great, no-nonsense event.

What this post really is about though is no-nonsense.  My session asks the question, "What will social media do for my business?" and we'll offer answers not from the usual gaggle of consultants, agency social media gurus or platform vendors (you've been to that panel a few too many times, I'd suspect) but directly from three client-side marketers who are deploying social programs for their companies today.

Even if you can't be at the event, I thought you might be interested in some of the tips and advice the panelists will share.  Take a gander at a hand-out we prepared, bringing together 15 practical points from three seasoned marketers -- Aneta Hall at Pitney Bowes, Donna Tocci at Ingersoll Rand and Monique Trulson at Hello Direct.

View more presentations from Greg Verdino.

[Feed and email readers may need to click through to see the embedded slide show.  Or you can view it directly on Slideshare.]

Now, I suspect some of you have great tips to share as well.  So chime in (especially if you're a client-side marketer) -- what does social media do for your business?

Book 'em Verdino: announcing microMARKETING

I'm excited to announce that I've inked a deal with McGraw-Hill for the publication of my first business book, microMARKETING: A Breakthrough Approach to Building Brands by Thinking and Acting Small.

If the title alone isn't enough to clue you in, I'd like to give you an idea of the ground I'll cover in the book.  Here's a bit of how I described the book in the proposal itself:

A media revolution is underway, fueled by a micro-content phenomenon that is shifting the balance of power from mass communications to masses of communicators.  This shift plays out daily on blogs, Twitter, Facebook, Ustream and other social sites.  It’s in the notion that an otherwise normal individual can use social media and low-end technology to become a micro-celebrity with a significant following.  It’s in the viral effect that takes hold when even one online influencer (in essence a one-person media outlet) sparks a conversation that makes or breaks a brand.  It’s in the shift in behavior that is turning the smart phone into the “first screen” for Gen Y and many increasingly-mobile Gen Xers.  It’s in the shift from watching 60 minute television shows interrupted by 30-second advertisements, to watching 30-second pieces of online video content with no advertisements at all.  It’s even in the changing of our expectations of product design and retail sales, giving rise to dozens of successful small businesses and individuals (think Threadless, think Etsy, think Mimobot, think Lemonade) that can create and sell enough high quality, unique or custom merchandise at a premium to shoppers for whom choice and individuality matter more than convenience and price. 

These are exciting times, but they can also be scary times for marketers who have been trained to think that bigger is better, and for whom the excesses and successes of the past 50 or so years – big budgets for major media ad campaigns designed to sell mountains of product through big-box retailers – seem to be the only way to build a big brand.  For better or worse, the new reality is that the old way doesn’t work so well anymore. Simply put, micro-content and macro-marketing don’t mix – and trying to maintain the status quo while consumer behaviors and expectations change amounts to little more than a recipe for failure.

Enter micromarketing – a new approach to building brands, marketing products and services, and growing meaningful long-term customer (and corporate) value.  Micromarketing emphasizes relationships over reach, interactions over interruption, and the network effect over the broadcast network.  It is built upon the premise that the “next big thing” is really lots and lots of small things, and that to survive and thrive, even the biggest marketers must think and act small (make that “micro”), too. 

microMARKETING is not a "Twitter book."  Puh-leeze... In signature Verdino-style, I will aim to help marketers understand the larger trends that are driving the popularity of tools like Twitter and what the real world implications are for businesses (even if Twitter itself -- or Facebook or YouTube, for that matter -- goes away), but my focus will be aimed squarely at the big picture.  I also don't plan to trot out the same ol' tired social media case studies.  In fact, one key piece of my approach is to help large companies understand how to thrive in the era of micro-content and micro-culture by taking lessons from the people and organizations that are involved in the revolution at the grassroots level.  In other words, I'll be looking at what the biggest of big corporations should learn from "whatever experts." 

Again, from the proposal:

Over the past several years, social media has evolved from a trend to watch to an irrefutable fact of life for marketers of all sizes.  Now – before most companies have even gotten social media right – the mainstreaming of micro-content services, the ubiquity of powerful low-cost handheld technology (from Internet-ready phones to consumer-grade HD cameras) and the rise of DIY culture promise to change the rules of consumer engagement yet again.  It is important to understand how these changes impact our ability to build brands, manage customer relationships and drive sales today, and this will only become more important over the coming years as more and more consumers flock to the technologies that are powering the shift.

On the flipside, it is also important that marketers not get swept up in the hype surrounding a single tool or tactic, losing sight of the bigger implications for their businesses.  As has happened with core social media tools like blogging, podcasting and social networking (and short-lived fads like Second Life), marketers now run the risk of not seeing the forest for the trees – of jumping on the “Twitter bandwagon” with short-lived, ill-advised tactics that do little to impact their businesses.   

On the one hand, microMARKETING educates decision makers about larger trends and what they mean for companies who are looking to more effectively engage consumers through new digital channels.  On the other hand, it delivers tangible and practical case studies, stories, tips and tricks from familiar competitors (other large corporations) and unlikely sources of inspiration (micro-businesses and individual creators.)

microMARKETING is slated for a May/June 2010 release.  I need to hand in the final manuscript by mid-October.  Needless to say, I've got my work cut out for me over the next few months.

That may mean less blogging for the next few months, although I'll still try to post here at least once/week.  And you should stay tuned for periodic updates on the book, my progress and the process.  Hell, I may even ask you for some input along the way.

Finally, I'd like to thank the good folks at McGraw-Hill -- especially Donya Dickerson -- and my agent Ethan Friedman at LevelFive Media.

Good times, ahead...

Best Buy CMO on digital and social marketing

The importance of listening, and engaging with customers directly in an open and honest way.  The growing importance of the mobile web and the ways it can empower consumers throughout the buying process.  The fact that everything is going digital and what this means for the products and services companies offer.  The realizations that a great customer experience is the best marketing money can't buy, and that brands are inherently social.

Heard it all before?  Of course.  But somehow it sounds more credible when spoken by the CMO of a large corporation, even more so when that CMO works for a company that actually practices what he preaches.

Check out this video of Best Buy CMO Barry Judge, talking about the future of marketing.  Judge offers a nice overview of how Best Buy's marketing approach has evolved from old school tell-n-sell, where it is now, and where it's headed tomorrow.

[Feed and email readers, click through to the blog for the video.]

All marketers really need to know about social media

30 ways to Live in HD (and get free Panasonic gear)

At crayon, we've been doing lots of great work for our client Panasonic, all to support their Living In HD initiative.  I first wrote about LiHD in January, immediately after returning from the Consumer Electronics Show.  Here's some of what I wrote:

Over the course of the past year and a half, Panasonic has been driving a key initiative called Living in High Definition.  They have been selecting real families from across the United States and equipping them with a full suite of HD products.  Why?  To demonstrate just how much impact new Panasonic technologies really do have on how families spend their time and make memories, but also (and perhaps more importantly) to gain better insights into what real people want and how they use it once they have it.  We've been working with Panasonic to evolve the Living in HD program and the families involved with it into the seeds of an online community focused around digital consumer lifestyles.

Well, the LiHD community is now up and in full swing, with new members joining, connecting and sharing content every day.  You should check it out and join.  Once you're there, you'll not only meet plenty of interesting people; you'll also find lots of useful video content -- from a bi-monthly podcast to dozens of how-to tips to an ongoing series of clips from the LiHD Answerman, Panasonic's own HD expert who answers real questions from the community about everything from how to buy the right gear to how to get the most out of the gear you own.  It's a pretty rich program with lots to offer everyone from HD novices to prosumer content creators.  I hope you'll take a few minutes to check it out. While you're at it, why not follow our community leader on Twitter, become an LiHD fan on Facebook and subscribe to the LiHD and Answerman YouTube channels.

But as excited as I am about all the work we've done (and are doing) to bring Living In HD to life, the real purpose of this post is to tell you about a cool new sweepstakes we're running to drive community participation.

We call it the 30x30 Product Giveaway because Panasonic is giving away one camera per day for each of the 30 days in May.  That's 30 cameras over 30 days to 30 lucky members of the LiHD community. 

It's a fantastic incentive to get involved with Living In HD plus a great chance to win a new digital still camera or HD camcorder.  No purchase is necessary of course, but you do need to be a member of the community to win.

Here's all you need to do:

• Become a member of the Living In HD community
• Register for the 30x30 sweepstakes (you only need to register once to be eligible for all 30 chances, and you get to choose which of three great cameras you'd like to receive if you win)
• Check back every day to see who's taking home a new cam

So what are you waiting for?  Go register to win.  The month is already underway so the sooner you register, the more chances you'll have to win.

And of course I'd love to hear your feedback on the program.  Thanks. :-)

Are you a 'middle finger marketer'?

If there's a corollary to the maxim, "there's no sound sweeter than the sound of your own name," it's probably, "there's no sight sweeter to a brand marketer than the sight of her own logo."

Earlier this week, I was traveling for business and it was the typical airline experience.  Oversold flight, not enough pillows or blankets, insufficient overhead baggage space (probably caused, at least in part, by the fear of mishandled luggage and incremental fees for checked bags) and not even a free package of peanuts for those of us crammed into coach.  But I travel enough so I'm used to it -- what can you do?  In fact, as far as travel days go, this flight was by no means atypical and I might even say the experience was better than others I've suffered through.  You with me?  OK...

So we land and I grab a cab downtown for the first meeting of the trip.  My route took me past one of the city's pro sports stadiums -- and atop the stadium's upper tier, erected in humongous light-up letters, I see the logo of this very same airline.

So I'm thinking, naming rights for a stadium probably costs somewhere in the neighborhood of a zillion dollars, all for the privilege of creating an impression with (or just impressing?) local sports fans and random drivers-by.  How is it possible that the airline can justify an advertising (sorry - sports marketing) spend of this magnitude but can't justify spending that same budget to make the customer experience better?

Seriously -- think about all the things this airline might have done for customers if they hadn't already sunk their money into stadium naming rights.  Lower fares?  Lower (or no) fees for the first checked bag?  A few more pillows?  A coach-class snack?  There are probably a dozen or more ways they might have (even ever so slightly) delivered a superior consumer experience that could get flyers talking in positive ways -- rather than griping about giant logos perched atop the cheap seats.

You've no doubt noticed that I haven't named the airline.  This post isn't even really about the airline.  It's about all of us.  If we work as client-side marketers, we've no doubt been lured at one time or another to invest a six- or seven-figure sum in a splashy sponsorship, flashy web temple or major media event.  If we're agency guys, we've no doubt recommended one (or many) of these things and ensured our clients that there is clear ROI in flushing money down the toilet.

Cuz clearly there's no ROI in spending money on the very people who spend money with you, is there?  (sarcasm intended)

Sorry people, but this is "middle finger marketing."  It's marketing at, rather than marketing for.  It's investing in the promise of new business rather than in the reality of your current clients.  It has more to do with your ego than it does with your customers.  And to your customers, it probably amounts to something akin to a tacit "screw you" -- so don't be surprised when your customers reply with, "no, screw YOU."

Am I saying that all traditional marketing is bad?  Nope.  But I am saying that, as marketers, we all need to make sure we have our priorities straight.  If times are tough for your company, they're just as tough (if not more so) for the people who do business with your company.  Instead of flipping customers the bird, you should be reaching out your hand, patting them on the back and letting them know that you're doing what you can to help

BlogWell and prosper: 10% off NYC event tickets

I don't usually blog about upcoming conferences unless I'm speaking at them.  But the gang at GasPedal and The Blog Council have given me a press pass for the upcoming BlogWell event in NYC and have extended a special offer for you too -- so I'd like to let you know why you might want to check it out and how you can save 10% off the ticket price, just by mentioning my name.

What is BlogWell and why is it worth your time?
At social media events, you're far more likely to hear presentations by consultants and "experts" and sideline commentators than you are to hear good, practical case studies from client-side marketers who are giving it a go, taking their lumps and finding ways to make social work for their (mostly pretty darn traditional) companies.

At BlogWell, you'll not only hear real world social media case studies; you'll hear them straight from the mouths of eight big brand marketers including Nokia, GE, Coca-Cola, Johnson & Johnson, Tyson Foods and Microsoft.  All in a compact half-day agenda.

When and where does it all go down?
BlogWell happens at Chelsea Piers in New York City, on the afternoon of April 29th, 2009.  You can get the full details at the BlogWell site.

How can you save 10% off the ticket price?
Good thing you know people in high places.  Better thing that you know me too...  Because if you mention my name when you register, you'll get 10% of the cost of entry.

Visit the registration page and enter THANKSGREG (all caps, all one word) in the coupon code field for an instant discount.  That's it -- pretty simple.

I hope to see you there.

Social Graces: coming to a laptop near you

Stunning images, pithy headlines, my trademark rapier-sharp wit and copious amounts of full frontal nudity.

The new, expanded version of my "Social Graces" presentation offers all of that and more.  But if you want to know what the purty pictures really mean, you've gotta hear the talk track that goes with the slides.  And if you want to hear the talk track, then you need to register for my MarketingProfs seminar, going down this Thursday (January 22nd, 2009) at noon eastern.

Just in case you can't attend -- or if you have an uncontrollable jones for instant gratification -- here are the slides I'll be speaking to.  Ooh, I'm such a tease...

Social Graces (January 2009)

[Feed and email readers, click through for the embedded slides.]

Panasonic CES influencer program in Adweek

Adweek's Brian Morrissey gave Panasonic, crayon, our CES guests and me some nice press today, in an article that looks at brands tapping web influencers as brand ambassadors and content creators. 

From the piece:

Among the hundreds of journalists at the Consumer Electronics Show in Las Vegas this week there are five people producing reams of copy, photos and video about the show, new product demos and press conferences. Unlike the reporters, though, they are popular bloggers in Las Vegas courtesy of Panasonic.

The Panasonic program is one of several undertaken by brands carving out a new take on the old notion of advertorial. Rather than relying on magazines, they are contracting with influential bloggers who bring with them their own powerful distribution networks. Rather than a long-form narrative, content is fit for the Web via blog posts, Twitter updates and  YouTube videos. And the key differentiator: instead of dictating the content to lead to a sale, brands typically keep their distance to maintain credibility.

Panasonic wanted to build cachet among Internet influencers for its array of tech products. As part of its "Living in High Definition" push, Panasonic new media consultancy crayon recruited five bloggers to travel to CES on Panasonic's dime. Panasonic footed the bill for their travel and passes to the event while also loaning them digital video and still cameras. The bloggers, which include popular Internet figures Chris Brogan and Steve Garfield, will also meet with Panasonic executives and preview products. The catch: Panasonic has no say on what their guests post, according to Greg Verdino, chief strategy officer at crayon.

"There's not a direct quid pro quo," said Verdino, who also blogged and Twittered about CES for Panasonic. "When you give people equipment and they love it, just like any other consumer they'll evangelize it. We're not looking for them to hit message points and in effect shill."

Brian also writes about recent outreach programs managed by Izea, and a small business blogger initiative from American Express and Digitas.  It's good to see blogger relations get some good coverage, although Brian does clump all of these initiatives under the banner "Advertorial 2.0." 

I don't know that Brian intends the term to be negative and, for me, well done influencer junkets bear more resemblance to the traditional press junkets that are sometimes planned to spark mainstream media coverage, than they do to paid advertorials (which are simply ads designed to be viewed as legitimate third party content.)  UK blogger Robin Grant sees a similar distinction and has an interesting conversation taking place on his company's blog about this very topic.

But hey, it was my program so I'd love to hear what you think. 

How do you feel about blogger programs like the ones in the Adweek piece?  What works for you and what doesn't?  What would you do differently?