Many of my old media colleagues think I'm crazy but am I, you decide.....
So you think social media is a fad?!?
Great Watch
This video was just shared with me by Jeff Noethen (@eljefe29 for those of you in Twitter). The points are well made and the challenge is real. Better yet the video is host is Jason Stoddard (@jasonstoddard) who Jeff went to college with. Is your brand or company ready for this new challenge? If not let me know, I'd love to help.
Ubiquity Marketing unSummit: How Local Entrepreneurs Can Save the World and Pay the Rent in any Economic Climate from Jason Stoddard on Vimeo.
Farewell to the box.....
Today I am proud to announce the formation of Social Creature Media LLC, a social media company dedicated to humanizing brands and creating custom interactions for our clients. It is my strong belief that Social Media is not a fad; it’s the way of the future online. Additionally like SEO/PPC was before it many companies will attempt to do this in-house but quickly realize that an out sourced solution will achieve the best results for the highest ROI. The formal launch date of Social Creature Media is set for late September 2009. More details coming very shortly.
This brings me to why today is “The Day”; after two and half years I am resigning my post as Director of Digital and Strategic Sales and Marketing at Entercom Seattle. My time with Entercom has been a wonderful experience; I have made many special friendships and learned lessons that will echo in my professional life forever. My resignation in no way should be misconstrued as something Entercom did or did not do; it a personal decision that gets me closer to my own personal goals for my life and family. Entercom is blessed to have a very talented group of individuals and with some changes can position itself as a media player in the future. I want to thank all my colleagues, clients, and mentors for an amazing two and half years. I wish each of you nothing but the best in your future endeavors.
If you are reading this I’d love to add you to my social circle; please take a moment to connect with me on any or all of the below networks:
Twitter Facebook LinkedIn MySpace FriendFeed Biznik YouTube Google Reader
In closing, I want to once again thank my wife for the incredible rock she has been as I’ve made my decision to leave the safe confines of corporate America for my own gig, the many friends and colleagues who have rooted for me each step of the way, and my mentors who have helped me execute my plan over the past few weeks. Without their love and support I would not be about to embark on this great adventure today. And to those in the traditional media industry (and I stress the whole industry) I leave you with a quote from Mr. Einstein, “The definition of insanity is doing the same thing over and over again and expecting different results”. I look forward to sharing this new chapter in my life and staying in touch with each of you.
Always,
Josh Dirks
Tradional Media vs Today's Consumer
Kevin Urie, the President of Social Media Club Seattle turned me onto this video. The message is so spot on about how most brands and traditional media publishers continue to flail in the dark hoping to land anything with their consumers. It's even more interesting to watch this video with the traditional media types and watch them squirm.......
Wake up people, we need to rethink how we package and monetize traditional media altogether. Unfortunately most traditional media companies have layers of traditional media people in power who for all the lip service truly don't have a clue about new media. The leader who is willing to step out from this haze will destroy and eventually own the competition. Hope you enjoy the parody and it invokes thought.
So I’m not considered a scab picker……
In recent posts I’ve challenged those that run traditional media to step up their game and stop paying lip service to reinvention. While I’ve hinted, suggested, and generally beat around the bush about ideas, in this post I’d like to point out an idea that I believe would save local media publishers of all kinds but for radio this could be the next generation. This idea is something I’ve discussed with my inner circle for more than 6 months but this past week was more evidence that it’s not only possible but right around the corner. The reason I’m giving the idea to you is in hope that it will accelerate change because time is running short and no one seems to be paying attention. I also do it to prove once and for all I’m not just complaining without having given thought to solutions. Those that constantly complain I love to refer to as scab pickers but those that are willing to point out a gash and administer first aid are first aiders. We need more first aiders in this country and soon but that’s a blog for another time. Let me draw you the picture:
• Let’s start with the big announcement that came through on Monday from our friends at Facebook, open stream API access to their platform.
• There are more websites today than actual humans. Question everyone should ask themselves before starting a website; what makes this website so special that I’ll not only come but return to it with regularity.
• Social gaming is booming online because it gives users a sense of community. (Author aside: I actually joined Mafia Wars on Facebook to research this idea more fully)
• One of the newest sensations on Twitter, twt.fm which allows users to request a song and the service tweets back a link to a stream of that track. Users can then ReTweet this so others in their community can join them.
• Most traditional media websites offer hyper local traffic (social communities online) but the cost of daily content creation or resources is lacking. This creates short engagement times and sporadic visitor patterns. Streaming audio is changing the visitor pattern but the content issues are glaring here as well as most streaming publishers are barely scratching the surface of this mediums possibility.
• Brands want engaging platforms to interact with their targeted demographic but have been leery of social media because of user generated content issues.
• CPM on display ads is dropping rapidly. (Author aside 2: I believe this is because no one invests or researches how to make display ads better, until this happens I would get out of this business)
• Radio is producing weekly podcasts, blogs, and vlogs that could be broadcast more widely.
• With WiMax coming we are only going to be that much closer together.
My idea, built out an application for local media publishers within Facebook and MySpace ASAP. Then keep your fingers on the pulses of the changing social media trends and harness their power. The naysayers will say it dangerous to rely on third parties like Facebook but I’d contend the social networks would welcome this alliance. Facebook is not scheduled to turn a profit till next year; could a partnership not create a more rich interaction for users and allow advertisers to deliver more real marketing messages? Personally I’d rather know that my friend Jeff N is listening to 311 Amber on 1077thend, hear it too CLICK NOW. Powered by fye: For Your Entertainment than to have a display ad placement. It also is a win for radio stations as user’s logon to something they have always been good at: on-air audio production. Jeff furthers is profile as a music lover. Everyone wins. There is a ton of other ideas once you let your mind wonder. The distribution of content possibilities is insane. We are living in a time starved era; go where the people are instead of trying to force them to your site. It makes all the sense in the world except for the fact that it would require wise investment. This has never been traditional media’s strength. Maybe this blog post will push someone off their pile of money……. Next place to invest, mobile devices but this idea builds you a bridge today! (Author aside 3: Sounds like a future blog topic)
IAB Joins Social Media Failure Ranks
We all love stories of companies or organizations that wade into the social media space with a delusional plan or an “us first” marketing platform. Rarely though do these stories originate from an organization whose stated purpose is to promote interactive social marketing. This past week however the Interactive Advertising Bureau (IAB) did just that; started a social media campaign that was all about them.
For several years now I have subscribed to the IAB’s daily e-newsletter and enjoyed the content they provided. Recently they have amped up their social media efforts and began to promote them at opportune times. On April 21st however they prominently featured this push and asked you to connect with them. Here is what they asked:
"Connect with IAB via social networks
IAB wants to be your friend! Find us on Facebook, Twitter and LinkedIn. Connect with other advertising professionals and keep up to date on breaking news."
Simple invite, simple call to action, just click and connect. Having been a fan I did just what they asked me, clicked and connected. Facebook, no issue, I’m a fan; Twitter, yep no issue there either but then came a strange notice from my LinkedIn request. It said that this group was a private group and my request would need to be accepted. I found this strange and a little unsocial for a social site but hey I can wait a few hours till someone accepts my request. The IAB said they wanted to be my friend so I’m cool waiting, no big deal; I thought nothing more about it. That is until NINE DAYS (9 days to accept a request, first sign of failure) later when I received this email from Corie at the IAB:
“Josh,
Thank you for your interest in joining the IAB LinkedIn group. For now we’re going to keep the IAB LinkedIn group open only to actual members of the IAB (US).
In the meantime, feel free to become a part of the IAB community at www.facebook.com/iab and sign up for the IAB Informer at www.iab.net for the latest on IAB Developments.
Has your company considered joining the IAB? I’ve attached our member information and an application so please feel free to look them over and to reach with any questions you might have about moving forward with membership.
Regards,
Corie”
WOW so the invite was really not an invite to be friends, it was a push to get people to sign up for IAB membership. Why was this not stated in their original call to action? And if I understand social media correctly, the IAB is fine with me listening to them as they Tweet away or pushing their updates to my Facebook page. But when it comes to a tool like their LinkedIn account that could be useful to me they block it. It brought back memories of college Rush Week and watching those that could afford it buy into a peer group in the hopes of finding friends.
The IAB is another example of a “me first, listen to us” social media campaign. I’m very disappointed that this would be the message the IAB would send. But since this is their stance I implore you to take action to teach them the true power of social media. Please stop following the IAB on Twitter and remove your Fan status from their Facebook account. Companies and organizations need to be held accountable for social media hijacking. They not only ruin their image but the reputation of social media as a whole. If we don’t take action companies will disregard best practices because they know they will not be held accountable. We must guard against disingenuous social marketing or the new fertile ground members have created will become another one way communication tool for brands. Shame on you IAB, you should know better. I never paid for friends in college and am not about to pay for friends now.
Summary of NAB Show - Vegas 09
Sorry this has taken me so long to get posted, got back to the day job and all hell broke loose. I'm debating about posting on some of these struggles as they may not be seen in a favorable light but damn it these topics need to discussed. It’s like seeing someone drowning in the hotel pool from your 16th floor window but no one will listener or even go look. But I digress back to this post, the NAB.
First things first, damn we are behind the times as Americans, from 3DHD TV to holography or interactive TV in Brazil; simply put the world is blowing by us. Personally I blame our TV’s; American's are in love with their TV's and will watch about anything (the automobile has been replaced IMHO). Meanwhile the rest of the world is learning to program in C++ and building the technology of tomorrow. We have to begin to close this gap or the consequences could be far reaching.
Second, walking the aisles of the convention floor you were struck by those clinging to the past and those building for the future. My favorite example was this one intersection where on one corner you had a clock booth, across from this was a booth that could construct a radio or TV tower for you, which was across from a booth that was building canned streaming content which was across from a light manufacture for towers. I stood there and was stuck by the thought that for sure 2 of 4 will not be there in 10 years and the clock guy might even be in trouble (the content booth could also see its end quickly as the content was crappy at best). The difference was stark and real. But I would say this is not much different than our industry; unfortunately there are too many more clinging and not enough building!
My next observation from the NAB was more about the conversation going on around me; everyone was talking about the economy. Many who have attended the NAB year after year said this was one of the least attended shows they had been to. There was space on the floor and many only came for a day or two if they did attend. While I understand this is economics I also find it a referendum on broadcast media once again. Why at the time when broadcast media needs to be the most nibble and engaged in new technology is the major show for this exact purpose not being attended? For the cost travel savings of a grand or getting 32 more hours logged at the office....... No, the truth is most are not engaged and many are only nibble in the boardroom. The NAB was another example of how reinvention is a much bantered line in the industry but rarely followed business principal. I thought major newspapers folding up around the country would have set off warning sirens but it’s clear now that the industry players will either have to get damn lucky or go the way of the dinosaurs which personally pains me to no end.
My final observations are quick bullet points and tips:
-Don't ever stay at Paris in Vegas if you are on business or just in general. Service was very French (can we please drop the act when it comes to service), they were running jamming within the hotel so my wireless card would not work (which also jammed my cell phone unless dancing in the window while touch my nose to the ceiling), and Avon was holding their convention at the same time. Don't know what is older than a cougar but know I got hit on by a couple. Overall FAIL for you Paris Vegas, I'll never be back!
-Just because you get on the Vegas monorail 45 minutes before you are suppose to be anywhere doesn't mean you won't be late. Got stuck (think packed, standing room only tram car) for more than 45 minutes and the guys from Christie Technology had their presentation at 9AM and where stuck with me till 9:20. Luckily I was standing with one of the funniest dudes on the planet. This guy was riot but in the mad scramble when we were finally freed I never got a card. So if the guy who had the Zoolander laptop from Japan reads this, please get in contact!
-Vegas has got to be where coffee lovers go to die. Trying to find a good cup of joe around there is next to impossible.
-Special shout out to Small Plate Radio, if you have not checked Doug and Kyle's project out please do. These guys are bringing radio back to the foundation it was built on; damn good content. It was great to rap with them on their radio show and meet the rest of their team. You need content or a show idea, please get in touch with them.
-Technologies that caught my eye while there in no order in particular, AstroTV- Brazilian interactive TV, MediaFlo- more interactive TV by Qualcomm, NiCT- 3D HD, 3D Audio & holography and MobiClip- make your video consumable on mobile devices.
-One of my show favorites was talking with Jenni of JenniRadio. She is a 9 year old girl who has her own radio show and interviews Tween and Teen stars like crazy. The kid is amazing and I look forward to hearing about her career in the years to come.
I also spoke on a panel about text messaging for our provider Hip Cricket (this is actually how I got to go to the show, if it wasn’t for this I would have been logging the hours). It was a blast to speak on this subject. Hip Cricket setup a text to screen application so people could text their questions. The hilarious part about this is that it become very clear quickly those who were believers and those who were the naysayers. My favorite question was “Can we afford text messaging, I hear its expensive”, my answer, can you afford not to. Seriously text messaging is a win/win for broadcast media and should have been adopted 3 years ago in my opinion. The team from Hip Cricket is a buttoned down team of who were great to interact with, my thanks to them for having me.
Well that is my recap, hope you found it helpful. Next year I will make sure that I have my video camera so I can share this more real time (I took it this year but long story about why it did not hold juice). If you have questions or comments please feel free, love to get some more interaction going on here.
Twitter in plain english
Found this on SportsIn140.com and thought it would fill in some gaps for those of you still trying to find a place for Twitter. You'll notice the date was from over a year ago and I think there are some new best practices for how to use Twitter. I've posted some of these and given some of my own thoughts on this subject recently. Still I felt this was a good piece on Twitter's origin and place in daily life.
Fish Where The Twits Are
Sorry to have not posted in a few weeks, I’ve been bit by the Twitter bug. Let me tell you how amazing a rabbit hole this new micro blogging sensation is. It won’t make sense right away but give it time and you’ll soon realize the amazing power of Twitter. Here are a few best Twitter practices to get you started:
1) It’s a community, you have to follow people and give relevant information to the community in order to earn followers. It will start slow but if you stay with it you’ll begin to see accelerated follower growth.
2) Have a plan, be known for a few focused topics that make you but be careful, constant self promotion will not keep followers. A 1 to 5 ratio of self promo versus topical focus is a nice balance.
3) Check out some of the services that are out there:
a. Highly recommend Tweet Deck, will change Twitter forever for you!
b. Use an auto responder to be more instant for new followers, make the message interesting. I use Tweet Later but only for the auto respond option.
c. Use a tiny URL service that allows you to track link clicks, I personally love bit.ly.
d. Put it on your phone, awesome if you take public transit. I have a BB and use TwitterBerry. My buddy @clybecker (that’s Charlie’s Twitter handle or address in non-Tweet terms) has an iPhone and really enjoys TwitterPhone.
4) Finally check this article and the video I posted before. This will help covers some of the basic.
You’re saying great but what does this have to do with the radio industry; did you see Lily Allen’s Twitter fun on her West Coast US swing?
Now imagine this in radio land then think about tastefully tying in a sponsor with a clickable link?!? What is the value to a brand of being pushed in front of a passionate audience in an interactive manner today? Personal devices are becoming more important than any other possession. Radio needs to learn to stay on, interactive, and engaging on these new personal devices, it’s critical in my opinion.
If you make the leap to Twitter please search me out, my handle is @joshdirks.
TFF = Twitter Friend Friday
Count me on the ever growing bandwagon called Twitter. It’s fantastic, informative and made sense to me from the get go vs other social sites. Now I will admit there is some stupid s*$#t on Twitter at times. But search some topics that apply to your job, life, and/or passion. Find a few tweets you think are interesting or you identify with, follow these Tweeters. If you’ve done it right you’ll find out all kinds of things you used to only hear about if you researched or sought out. There are also a few lists of does and don’t out there which I think are helpful to those starting your Twitter existence. I think the most important point made is to share stuff that benefits the community, including other Tweeters you found useful. This brings me to TFF or Twitter Friend Friday.
Twitter Friend Friday (TFF) is not my idea but unfortunately in the large amount of reading I have done I have lost the source. If you find the original ninja of TFF please tweet me. Until then this was my interpretation of TFF: On Friday’s, tweet three Tweeters you have found useful/funny/helpful/enlightening….. you get my point, that week. This gives others that follow you a chance to discover new Tweeters they can also follow. It’s also a nice way of recognizing those Tweeters that are giving useful information to the community. It what I like to call our own user driven Twit-dora (OK I know that was super cheese, could not resist).
So this next Friday put a reminder in your calendar to tweet those that made your Twitter week exceptional. (Hint: RT this ASAP)
New Emerging Pricing Metric- PCPM
Today on Twitter @nelson_meg asked my thoughts on PCPM. For those not in the know, PCPM is a new term coined about this time last year which stands for Performance Cost Per Thousand. Loosely defined it is how one person’s social influence can affect 1,000 page views by that influencer’s followers. If this just flew over your head don’t feel bad, it’s kind of hard to wrap your mind around the first time out. Here is a simple example as it has been put to me: I like Band A and so I begin to talk about them on Facebook, Twitter, MySpace, and/or LinkedIn plus probably on my personal blog if I have one. The portion of my social sphere that identifies with my music tastes will take this in recommendation to the memory bank. Then as these followers are surfing the web they are served an ad of some sort for Band A and are more likely to click because of my past influence. Now those of you that know me in real life know that music discovery is not my strong suite but it’s an example I think we can all relate to (if you want a great music ear check out Ask the MD). What PCPM means to advertisers is that they would pay social influences for the direct impact their referrals bring the client, in other words virtual word of mouth that is compensated. Simply PCPM is the pricing metric that may someday replace CPM.
Meg’s next question was how do you calculate the price? Great question Meg, if I had this figured out I’d be rolling in my loot Indecent Proposal style. It’s going to be very interesting to see how this metric is developed over the next few years. I suspect that the influencer's will have to opt in for privacy reasons. Those that opt in will then be tracked to quantify their social influence ranking which would lead to some level of compensation. Additionally I think there are some further legal hurdles that need to be figured out. What if I refer a product that hurts and/or kills someone; can I be held liable for this? The platform will also have to be mammoth but in these tough times there might be the brains in a garage somewhere to figure out all the moving parts sooner than later.
I do agree that online marketing needs a new metric for pricing but until someone comes up with something better than CPM we’ll stick with it. CPA in my opinion is to far skewed to the advertiser and does not take into account the branding that is taking place as eyeballs consume a page. Additionally just selling a portion of inventory is toggled too far to the publisher and does not force them to continue to grow page views. CPM is the fairest way of selling online media currently and holds everyone accountable with the tools we currently have. If you want something to change, change the way you buy your online media. Stop buying on millions, start buying your core demo group on hyper local sites that have social aspects and high page per visit counts(in a way you are doing PCPM if you find fans mixed with new minds on these types of sites). Second, care about your creative; if your creative is free the results will probably be similarly cheap or non-effective. Pay for good creative, it’s essential and really does not cost that much. Finally localize the content, nothings worse than seeing an ad I’d see in TX here in Seattle. That’s what I’d change if I was buying media today and wait for a new metric to emerge for pricing in the future.
How Fast We Are Really Moving
Sorry that it has been so long since I posted a blog. I have a ton of topics and articles I hope to share with you this weekend. However I saw this the other day and was blown away. Think it is worth the watch for anyone in any field but especially those in the online media world. Enjoy!
SEO and Traditional Media Roundtable
Just wanted to announce that I will be hosting on behalf of Entercom Seattle our second monthly digital lunch. See the invite below and RSVP to me if you are interested in joining us.
Death to Display Ads… Not So Fast!
Sorry for the time off; work has been nuts but I’ve still been reading and archiving articles to talk about on the blog. Here goes some of my latest finds…..
In an earlier post I wrote about smaller sites getting better click thru rates (CTR’s) than the mass sites. The article link also talked about some pricing ideas. For the record I have been a big fan of CPM simply because it would finally give the online marketing industry a standard once and for all. However I’ve read some new stuff that is starting to change my mind. At the end of that same article it talks about some interesting ideas for pricing standards. I’ve seen Google keep growing revenue and think CPM might not bring out the competitor in people like bidding does. The author however references a pricing per action (CPC= cost per click/CPA= cost per action) model which is very interesting. If you follow the path it would force better display creative. As referenced in “Are Banner Ads Poised for Creative Renaissance?” good ad creative gets clicked especially when presented in a Takeover style. In order to make money you would have to create cool, engaging, and actionable creative to make money. Publishers would either be forced to grow internal creative teams that get results or be forced out of the display business altogether. This would in turn solve the abundant supply issue display faces today. It would also force content providers who value their skills in attracting the audience to relent website space to facilitate the takeovers. It cannot happen overnight but through conditioning a simple pricing change could create real display ad interactions that marketers seek and value. I would love to hear from others that see this “cause and effect” as different, if I don’t get any good arguments then you can count me as a new huge fan of CPC/CPA models.
File Sharing Sites: Don’t throw the baby out with the bath water
In recent weeks there has been a considerable movement to bash file sharing programs online. Whether it is the Pirate Bay Trial or NBC Nightly News tonight covering file sharing ID theft stories. While I fully agree that file sharing sites can be hazardous to your personal information and your computers long term health (have several friends that have ruined their machines with their excessive file sharing habits) it is important to note that file sharing is the root of the Internet we all love today. This past summer Vanity Fair printed one of the best historical pieces on the birth and evolution of the Internet that I have read from a laymen stand point. The article, Inventing the Internet, is a journalistic mash-up of interviews conducted with some of the foremost minds and agenda setters in the online world. I found the browser wars section very interesting. 
This weekend however I came across this video online that has actual video of some of the fore mentioned mover and shakers. It is really interesting to hear how they spoke about the future. Warning, this video is much more technical in nature.
Hope this clears up common misconceptions I often hear on the birth of the internet. It’s important to know where we came from before you can judge where we are going.