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.