Archive for November, 2009
November 19, 2009
Internet, Second Floor
I’m in Toronto kicking off a new client project. Last night I had to walk the last few blocks to my hotel due to a subway shutdown that had snarled traffic. As I lugged my luggage, I saw a small sign on a store front, saying “Internet, Second Floor.”
I love that sign! Looking for the Internet? Second floor, please. I tweeted last night, “I always wondered where they kept it!”.
The truth is, you no longer have to go to the second floor to access the Internet. It’s everywhere. Back in the day, you could go online via your home or work computers, maybe an Internet cafe (which is what this sign was most likely referring to), and that was it. You had to go somewhere else to go online. Now, Internet access tends to be where you are.
The current trend with Internet ubiquity is to connect small devices to the online world so that people can access information and services while on the move: smartphones and netbooks being the primary examples today.
This raises the question for web strategists: how can we provide value to people on the move via a tiny screen and still relatively low bandwidth?
In considering serving your own users online via the ubiquitous Internet, think of what few things your audiences would want to do with you while on the move and focus on fulfilling those. Is it quickly looking up a key bit of data? Finding another user of your site? Updating their status?
The most effective strategies for mobile users are going to be those based on highly focused needs and serving them simply and elegantly via tiny screens.
I’ll have to back and snap a picture of that sign with my cell and post it online before I head home. Via the ubiquitous Internet.
Update: No need to go back, here is the sign courtesy of Google Maps Streetview.
That is just too cool.
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November 13, 2009
Social Media People: Less Agita, More Action
I’ve seen quite a few posts lately from social media specialists complaining about the lack of stature, engagement and respect they have within their organizations.
Here’s the thing folks: respect is earned. No one is going to give it to you by dint of your job description or the number of followers you have on Twitter. They will give it you when you help them create value, when you help them to achieve their goals, when you make their job easier.
If you spend all your time telling people they are ‘doing social media’ wrong, you’ll never get anywhere. Spend your time helping people to achieve their goals and you will earn respect if successful.
Here’s another thing: you don’t need everyone to ‘get it.’ All you need is one person to believe in your ability to help them. Start there, maximize their results, and then tell that story around your organization. Over time, you’ll have strong support and respect.
Believe me, I’ve been there. As an early web pioneer in associations, I used to gnash my teeth about people not getting it. Once I let go of that and focused on creating results with those who would partner with me, life got easier, I did my job better, and ultimately earned significant respect within the organization.
Here’s a final thing: even if you are genuinely being held back by the man, complaining about it online isn’t going to help!
More action, less agita.
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November 9, 2009
Lessons in New Customer Process
Seth Godin has a good post this week onupside vs. downside, looking at how much effort you put into preventing bad things vs. creating wonderful new things. He listed a hospital as one that does a lot of preventative work compared to the actual improvement of health. An art show, he says is all about the upside and very little effort expended on prevention of downside.
I had a visceral experience with a telecommunications company this week that not only spends way too much time on the downside, it’s actually their downside they are protecting rather than mine, their customer. Verizon has been pushing a new business phone plan for quite some time, calling me often and sending lots of mail. Actually looks like a reasonably good deal. I agreed to it this week when someone called me about it again. So far, so good.
Then they went into a very long process, recorded for later use, of the dire consequences of canceling this plan before the contract term is up. Fine, I said, let’s keep going. After that call I then received three separate calls from Verizon reps again confirming (with recording!) that I knew and accepted the early cancellation clause.
I’m now thinking: gee, this must be a pretty bad product if they are going to this length to make the contract length ironclad. I’m primed for failure at this point and the thing isn’t even active yet.
And I just now got an e-mail from them that misspells my last name.
I know your organization is not this bad. (Unless your with a phone company perhaps.) But how much are you doing to wow your new customers? They just invested money with you in exchange for value. Per Seth’s point, the faster and greater you can deliver value to them on the updside, the better they will appreciate the investment they just made and become predisposed to loving your product or service.
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November 3, 2009
Some Opportunities to Hear Me Speak
I have a few public presentations coming up that might interest you. From soonest to latest, they are:
Creating the Complete Social Media Experience for Your Event
A free webinar in the Avectra Academy series. Noon to 1 p.m. on Nov 16. Register here.
Two sessions at ASAE’s 2010 Technology Conference:
Integrate Your AMS, CMS and Website to Improve the Member Experience on February 11th.
Online and On Mission: Work with Your Board of Directors to Formulate Online Strategy on February 12th.
I am a panelist in the first and the sole presenter in the second.
Online Marketing Mastery: The Digital Secrets to Association Success
Session at the Improving Your Marketing through Technology workshop. March 18th at the Mathematical Association of America’s Conference Center in Washington DC. Registration not open yet but save the date.
If you are interested in having me speak at a conference or in-house event, see my speaking page for details. 2009 is closed and I’m now booking 2010 and beyond.
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