Greg Verdino

First we'll land on the moon. Then we'll buy blouses.

If hindsight is 20/20, then foresight is -- well -- sometimes shockingly accurate too, even if some of the fine details are a bit blurry.  This video from 1969 (that's 40 years ago people) extols the virtues of a connected future: online shopping, webcams and live video streaming, electronic banking, email, touchscreen-based devices and even content delivery networks.  Plus it has a suitably creepy soundtrack. 

[If you're reading the feed or get my blog posts delivered by email, you may need to click through to watch the embedded video.]

So here we are in 2009 and I'd wager most of us would be hard-pressed to make predictions that will hold up 40 days from now let alone 40 years.  OK - maybe 40 days is a bit of a low estimate, but you get my point...

What do you think 2049 holds in store?

via Get Elastic.

Tomorrow is gone too: social media RIP

Friend, look-alike, PR man and Now Is Gone author Geoff Livingston is stirring the pot today, with a pretty provocative proclamation -- "social media is dead."

Tucked away in a post about why the next Blog Potomac conference -- slated for October 2009 and featuring fellow crayonista Jane Quigley -- will be the last, lies Geoff's eulogy for a form of media and marketing that many still consider the latest shiny object in the marketing practitioner's box of baubles.

The technology adoption cycle has been maturing for social media (and social media, web 2.0 whatever you want to call it is definitely inspired by technology) for some time. Widespread corporate adoption is happening as we speak, albeit with many stumbles. Based on conversations I’m having, even the most conservative organizations are adapting now.

The time when social media as a special or unique or “shiny and new” type of communication is rapidly ending. Does that mean it’s going away? Hardly.

But from an innovators standpoint, as someone who lives on the edge, who wants to be where new frontiers are being created, we’re at the end. For me, social media is dead… That means it’s future forward.

While my experience with conservative organizations leads me to suspect that Geoff thinks we're further along the Technology Adoption Lifecycle (or more precisely the "marketing adoption cycle" - I don't think we can debate that the technology itself is mainstream) than we really are, I'm not sure that Geoff is wrong.  At least not entirely.

If we're talking about social media as a category, as something special, unique or new, then it probably is (or should be, anyway) dead or dying.  The notion of social media as a silo and as something that warrants specialized expertise is nothing more than a point of inflection between a new media landscape that is entirely, seamlessly social and an old media landscape that was always social anyway (even if we didn't know it.)

Then again, I'm not sure the death of social media matters a whole lot to anyone but the "next new thing" innovation junkies.  Is Geoff arguing in favor of shiny object syndrome at a time when, frankly, most marketers are still not making the best use of the last big thing?  Hey, I'm an innovator too (or at least, I like to think I am) and I'm also keen to identify and understand whatever lies around the next bend, but I also know that tomorrow's toys don't amount to a hill of beans to an in-the-trenches marketer who is (let's be honest) at best dabbling in social and still thinks they've had a coup if they convince their agency creative director to display the corporate URL at the end of the new 30-second spot.

So on the one hand we have a small band of serial innovators already seeking out greener pastures.  On the other, we have the rest of the herd who are just beginning to suspect that the ground might be shifting right beneath their hooves.

So whether social media is dead or not, it surely seems to be trapped in limbo.

What are your thoughts?  Is social media dead or is Livingston burying it alive?

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...

Storytelling at the brink of the future?

Although the odds are pretty good you'll never read a fiction review on this blog, I can't help but tell y'all about J.C. Hutchins' forthcoming novel Personal Effects: Dark Art.  It's a supernatural thriller that pits an art therapist at a psychiatric institute against a blind serial killer/patient -- it may or may not be your cup of tea, and the actual content of the book isn't why I'm telling you about it.

The thing that probably will interest you is the way (ways plural, really) J.C. has taken what he has learned through years of social media self-publishing to create a work that goes well beyond the printed page, encompassing digital, mobile and the physical world to create a fully participatory multimedia narrative.  In many ways, Personal Effects is a novel custom-designed for digital natives (although J.C. and his publisher may not think of it that way) and it just might offer a glimpse at the future of storytelling.

 And the future of storytelling should matter to you no matter what products your company produces or promotes because, as marketers, our success often rides on both our ability to tell compelling stories and our customers' willingness and ability to spread their own stories about their experiences with our brands.

 Of course, everything begins with the book itself.  Let's assume it's good -- I haven't read it yet, but look forward to digging into the advance copy I received over the weekend (thanks J.C.)

But Personal Effects really gets interesting when it gets innovative.  If you aren't familiar with J.C. Hutchins (frankly, I only knew of him through some mutual contacts and from hearing his name bandied about in social media circles), he is a good example of what I have called a "whatever expert" -- someone who is good at what he does and has found a way to succeed at it through smart, effective use of social media.  Although Personal Effects is his first published novel, he has been writing for years, releasing his work as free audiobooks and using the web and social media to build a loyal audience.

J.C. isn't a marketer by training or trade, but the digital and multimedia components of his project offer a practical blueprint for any marketer looking to transform their brand storytelling into an active, participatory experience that is fueled by community and optimized for customer-to-consumer word of mouth.  Readers can enter the world of Personal Effects in a variety of ways:

• Technology-Fueled Calls-to-Action: Clues peppered throughout the novel and in the killer's personal effects packaged with the novel (e.g., a drivers license, photos, hospital paperwork) drive readers to companion websites, forums, onto email lists, into mobile phone voicemail systems and opt-in text messaging programs and more where they can find and explore additional layers of narrative.

• A Distributed, Online Experience: Readers can get inside the heads of key characters through their social network profiles, personal blogs and Twitter streams.

• Original, Distributable Content: Tapping into his heritage as a popular and well-established podcaster, J.C. has produced an exclusive audio-only novella prequel, as well as a series of YouTube-friendly video promos featuring well known horror personalities.

• Seamless Integration with Relevant Third Party Sites: One of the characters (yes, a fictional character from the book) has written columns for Suicide Girls, a site (some content NSFW) whose readership seems to be well aligned with J.C.'s audience, and there is a planned deep integration that brings Suicide Girl models into the novel's fictional world and provides readers with an additional web-only subplot.

• A Fan Community: Readers can 'commit themselves to the Brink' (aka Brinkvale Psychiatric, where the novel takes place), submit their own artwork for display in the community gallery (a logical tie-in with the fact that the book's protagonist is an art therapist at the Brink) and receive personalized intake paperwork.  In other words, readers don't just consume the story; they become part of it.

• Creative, Innovative Influencer Outreach: This is how I became aware of the book in the first place and may bear some of the most relevant lessons for social media marketers.  Over the weekend, the mailman delivered an unexpected package, a good-sized box that contained materials that immediately piqued my interest, earned my attention and (true to the spirit of Personal Effects) drew me directly into the fictional world of Brinkvale Psychiatric.  Containing not only a reviewer's copy of the book and the obligatory media kit, the package was filled with my personal effects from my own stay at the Brink.  Everything was hyper-personalized and it was impossible not to dive in (and just as impossible not to tell others about it -- and last time I checked, that's what influencer outreach is all about.)  Here are a couple of photos and you can check out more on Flickr -- but be warned, you're bound to dismiss your run-of-the-mill blogger outreach emails as downright asinine...

 

 

So what's the bottom line?  J.C. is tapping into the power of digital and the potential of social to turn the lay-back (and some might say dying) act of reading a novel into a fully immersive lean-forward experience.  It's equal parts fiction and alternate reality game, powered by a healthy dose of practical Web 2.0 know-how. Followers of pop culture may draw parallels between Personal Effects and the similarly rich multimedia storytelling approaches used to fuel films like Blair Witch Project, television shows like Lost, video games like Halo 2 and even a recent album release by Nine Inch Nails.  Brands have occassionally tapped into this form of multimedia storytelling to do cool and interesting things -- see Audi's Art of the Heist, for example.  But to my knowledge, this is the first time an author has undertaken something so ambitious in association with a novel -- and it just might get digital natives to pick up a plain old printed book. 

Am I gushing?  Sorry.  It's pretty cool and makes me want to curl up with Personal Effects, my laptop and my iPhone right now.

Barring that though (damn you, workload, damn you), I'd love to hear from you.  Which of J.C.'s approaches do you think you can apply to get your customers involved in your brand's story?

This is your brain. This is your brain on Twitter.

It might be an overstatement to say that Twitter would blow your mind, but I think it might be fair to say that the work of University of Wisconsin-Madison doctoral candidate Adam Wilson will.  Adam and a network of others have been working on a brain-computer interface that will allow people to, among other things, tweet hands-free using nothing but brain waves to type and transmit 140-character messages.

Here's how it all works:

The interface consists, essentially, of a keyboard displayed on a computer screen. "The way this works is that all the letters come up, and each one of them flashes individually," says UW Assistant Professor Justin Williams. "And what your brain does is, if you're looking at the 'R' on the screen and all the other letters are flashing, nothing happens. But when the 'R' flashes, your brain says, 'Hey, wait a minute. Something's different about what I was just paying attention to.' And you see a momentary change in brain activity."

Wilson, who used the interface to post the Twitter update, likens it to texting on a cell phone. "You have to press a button four times to get the character you want," he says of texting. "So this is kind of a slow process at first."

However, as with texting, users improve as they practice using the interface. "I've seen people do up to eight characters per minute," says Adam Wilson.

Sounds impressive, but you've really gotta see it in action.  Watch:

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

Total, geeked-out coolness but -- more importantly -- tremendously useful for individuals whose brains work well but whose bodies don't.  Nice counterpoint to last week's celebrity-twit chatter, dontcha think?

You can get all the details about the brain-tweet work coming out of UW here or you can follow Adam (and Adam's brain) on Twitter.  He's @uwbci and you can distinguish his brain-tweets from his regular tweets by the fact that the brain-computer interface transmits in ALL CAPS (ooh, just like Oprah.)

Microsoft shows us 2019 in under two minutes

Love 'em or hate 'em in the present, you've gotta admit that Microsoft does a pretty good job of envisioning the future.  At last week's Wharton Business Technology Conference, Microsoft Business Division president Stephen Elop presented a video demonstration of how we might be interacting with technology (and one another) ten years from now.  As you might guess, we can expect lots of cool touch-interactive surfaces, digital paper and plenty of seamless connectivity.

<p>&amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;lt;a href=&quot;http://video.msn.com/?mkt=en-GB&amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;playlist=videoByUuids:uuids:a517b260-bb6b-48b9-87ac-8e2743a28ec5&amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;showPlaylist=true&amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;from=shared&quot; target=&quot;_new&quot; title=&quot;Future Vision Montage&quot;&amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;gt;Video: Future Vision Montage&amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;lt;/a&amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;gt;</p>

[Click through to watch the video.]

More coverage at PSFK and I Started Something.

First look at v-shopping powered by web.alive

During the Lenovo-hosted Ultimate Blogger Party at CES, I had a chance to visit Lenovo's eLounge, an online store built on a new 3D virtual world platform called web.alive.  web.alive is a project of the innovation lab at Nortel and it looks like an interesting offering for corporations seeking a smart, secure, scalable solution (say that five times, fast) for integrating virtual world technologies into their digital mix.

Nortel's web.alive uses Epic Games' UNREAL Engine -- the technology under the hood of many of the most sophisticated video games on the market -- but applies it to power several practical business applications.  web.alive is optimized for corporate collaboration, distance learning and assisted/social shopping.  Lenovo eLounge uses the technology to offer buyers an immersive shopping experience that allows for real time interactions among shoppers and between shoppers and Lenovo staff.

This seems like a future-leaning (but not surprising) experiment by Lenovo, but the platform itself caught my attention more than the fact that a technology manufacturer is piloting virtual shopping.

web.alive offers all the standard virtual world stuff (customizable 3D environments, personalized avatars, etc.) but improves upon the old school Second Life model (zomg, did I really just write that?) in a number of key ways. 

For starters, it's web-based and requires little more than a browser and a relatively light plug-in -- and it ran smoothly and without any hiccups on hotel broadband.  This stands in stark contrast to the buggy, laggy Second Life experience we all grew used to.  Being web-based also means that it can be integrated with a company's existing web commerce back-end.  As I navigated through eLounge, I could not only interact with the virtual objects, but pull up the real world product specs and add items to a traditional shopping cart.  SL can make browser calls and launch traditional web pages, but web.alive presents the (up to date and accurate) information within the same browser running the virtual environment. 

web.alive is also secure, allowing users to be authenticated.  Using linkages to corporate databases, registration systems and even traditional social networks like Facebook allow visitors to acertain that the avatar they're chatting with are really the people they claim to be.  While anonymity is sometimes seen as a key advantage of virtual worlds (you can be who you want to be, rather than just who you are), anonymity in a virtual business setting can be problematic.

And then there's voice.  The PC speakers were turned down and the music was turned up at the party, but apparently web.alive offers high quality voice chat, a feature that never really took off in the text chat-reliant Second Life community.

Overall, I liked what I saw -- especially in light of the fact that web.live is new and Lenovo is the first enterprise client to roll out a pilot.  It will be interesting to see how the enterprise virtual worlds space evolves and how web.alive matures.  Will technologies like web.alive represent the future of online shopping?  How about a viable platform for online collaboration and company-to-company interaction, particularly during tough times when travel budgets are strapped?

Let me know your thoughts on the promise of enterprise-class virtual world technologies.

Want '09 predictions? How about 50 of them?

Yep, it's that time of year again -- time for the marketing bloggerati to polish up their crystal balls and make some bold statements about what you can expect in the coming year.  And you, faithful readers, scour the web looking for even just a few useful nuggets from your favorite bloggers and industry pundits.

Well, this year Peter Kim has done everyone the favor of gathering 2009 predictions from some of the sharpest minds in marketing and social media, and pulling them together in a single eBook that contains 50 or so clear-eyed, thought provoking ideas about what the next 12 months hold for media, marketing and the web.

As one of the contributors, I've had the opportunity to read everyone's predictions and can say for sure that you'll want to download a copy right away.  Lots and lots of good stuff -- from a great cross-section of the blogging community, representing a variety of different points of view.

If you want a flavor for what the eBook has to offer, check out these thought starters from Pete's 14 Nostadami (Pete himself contributes an intro and some takeaways rather than his own predictions.)

• "Although it is now cheaper to launch an initiative leveraging Web 2.0 technology - it requires qualified and passionate people to make them successful." - David Armano
• "You may not always start the year as a leader, but you can certainly finish it that way." - Rohit Bhargava
• "Intimacy touches emotion; emotion powers conversation." - Pete Blackshaw
• "Doors are going to close all over the social web. Why? Because the money didn't come the way people thought it would." - Chris Brogan
• "The tipping point has not only *not* been reached, but could still tilt *away* from Social Media." - Todd Defren
• "There's a lot of fixing that needs to be done." - Jason Falls
• "Dwindling budgets suddenly make low-cost social media look like the pretty girl at the ball." - Ann Handley
• "We're going to develop a set of better metrics to help guide, direct and validate 'commitment'." - Joseph Jaffe
• "The movement is rooted in a desire to have quality, not quantity, as people cocoon in the face of the economic crisis." - Charlene Li
• "After a pre-qualifying wrestling match..." - Ben McConnell
• "These will be cumulative events and interactions that will build brand loyalty for the companies that pay attention to them." - Scott Monty
• "The recession will force revenue results out of social technologies." - Jeremiah Owyang
• "Companies that focus on earning love will thrive during hard times, and kick ass when good times return." - Andy Sernovitz
• "Suddenly, being Facebook friends with your mom will seem less ridiculous than following 4,000 strangers on Twitter." - Greg Verdino

But these 14 soundbites only hint at the smart ideas contained in the full eBook -- so be sure to download the complete thang.

As for me, I'll most likely expand on some of my own predictions right here on my blog over the coming few weeks.  In the meantime, I'm sure Pete and the other authors would love to hear your feedback.  Feel free to drop a comment here or any any of the contributors' own blogs.

Future visions, or lack thereof

I generally like to share corporate videos depicting the future of technology.

Microsoft regularly releases Future Visions clips, each focusing in on how new technologies will transform a key industry or aspect of consumer life.  The videos are well produced and, though they may seem more like science fiction than future technology reality, deliver more than their fair share of, "Cool! I want that!" moments.

Here's their latest -- Microsoft's future of manufacturing:

Here's another example -- Microsoft's future of healthcare:

(You can find other great examples in deeper2k's YouTube channel.)

Contrast those to the underwhelming IBM clip below, which offers a pedestrian and somewhat goofy look at technology in the year 2013, and (as PSFK's Piers Fawkes points out) feels more than a bit like one of those 1950's 'home of the future' propaganda flicks.  Take particular note of how IBM portrays the future of personal healthcare management vs how Microsoft portrays it in the clip above.  Piers argues that IBM's 'vision' is a bit blurry (and it may be)  but watching the two back-to-back also demonstrates the value of quality production.

Which vision of the future gets you more excited?

[Feed and email readers: click to the blog for the embedded clips.]

PSFK dishes out good ideas in mobile

Trendspotting site PSFK is running a series of Good Idea Salons over the course of the coming few weeks, covering topics ranging from digital marketing and design to social media and collaboration.  These are intimate events where expert panelists talk candidly about what will really matter in 2009 and, if you're in NYC, you may want to check out one or more of the upcoming sessions.

The first Salon looked at Good Ideas in Mobile and took a deep dive into location-based services, why they matter, what the practical applications are, and what geo-location means for marketers.  PSFK has posted video from the event and it's well worth watching.

From the iPhone to mobile social networking, geo-location is a hot topic right now.  If you're not familiar with the term or just want to hear some expert opinions, I'd encourage you to watch the footage from the Good Ideas event.  If you're a geo-location whiz, you may want to skip to minute 23 (or so) and hear how the panelists see brands leveraging location to add value for mobile consumers.

[Email and feed readers click through for the video.]