Ms. Adverthinker

The Interactive portion of the SXSW festival starts tomorrow and I am headed to Austin to partake in the activities.  I will be on Twitter @reeves501 and @stoneward, will be posting here at Ms. Adverthinker and on the Stone Ward Facebook fan page.  I might pop up a few other places, too, but I will direct you to those links when they happen.

For now, I am still in the Little Rock airport, where my flight is delayed.  I am hoping to make it to Austin in time to pick up my badge and registration materials tonight, and get a fresh start in the morning.  It will be a busy five days if I am going to try to stick to a semblance of this schedule.

What is the point of Foursquare?  This social media location game is being billed as the next Twitter.  The application launched last March, and after a year of talk in social media circles, the New York Times has caught on and published an article about it.  This must mean it has finally reached its tipping point.  So, what is it and what is the point?

According to the site, Foursquare “is a cross between a friend-finder, a social city-guide and a game that rewards you for doing interesting things.”  Well, that explains it.  To put it more plainly: Foursquare is a social media application that allows for users to share their current location (businesses, restaurants, services) and offer tips about that location for other users.  For each check-in, a user is given points.  If you are the user that checks in the most at a particular location, you are deemed the “mayor” of that location (a title that can be stolen by the next person who checks in more frequently than you).  Some businesses are even giving “mayor discounts.”  Users can also be granted “badges” for doing interesting things at interesting places.  Yes, this is very vague.  I don’t exactly understand the badges yet, but per the Foursquare site:

“Badges are little rewards you earn for doing checking-into interesting places.  For example, staying out late on a school night or frequenting too many karaoke bars.  We’re constantly adding new badges and would love to hear your suggestions.

“A lot of our badges are tied to venue “tags”.  People use tags to describe the places on foursquare (e.g. jukebox, pool table, fireplace, pizza, etc)  Without giving away too much, here’s a few suggested tags you can add to your favorite places to help unlock badges :  airport, college, douchebag, food truck, frat, gallery, gym, karaoke, movie theater, photobooth, pizza, playground, socialite, sorority, tourist, etc.”

The honor of badges has even spawned an offline business called Nerd Merit Badges (brilliant!) that recently received approval from Foursquare to sell these badges for people to wear on their clothes, backpacks, etc. (there is even a velcro sash for attaching badges your laptop).  I am starting to see how this could be fun.  But, I am a bit of a nerd, too.

Admittedly, I haven’t used Foursquare much.  Yet.  I signed up when I first read about it;, but in the beginning, the cities were limited to only larger markets.  And although I could have still used it in Little Rock, it just felt pointless since no one else was really using it around me yet.  Recently, the service opened up to every city and we started to see some Little Rock users popping up.  So I spent some time checking it out.

The more I poked and prodded Foursquare, it first seemed that in order for Foursquare to be relevant, the user must route their updates through their Twitter feeds - a place where everyone is already hanging out.  But then I realized that the benefit of Foursquare over Twitter is that you can do a location search to find information about the place that you are or want to go.  Wait, isn’t that how we use Yelp, too?  Oh, but Yelp doesn’t have that game aspect and the nerdy-cool badges.  Ok.  So, I need Twitter, Foursquare and Yelp?!

Then, on top of it all, thieves are tapping into Foursquare to learn when we are home and when we are not?  Do we really need all of this?

For those of us who like to share our experiences and let others learn from our experiences: yes, we will use each and every one of these services.  For now.  Until the next iteration comes along and ties it all together and adds a new aspect.  We do this because it fun.  Because we like to help others out.  And because we are nerds.  But that is cool, right?

And that is the point of Foursquare: sharing, having fun, and giving the nerds something else to do.

Foursquare, here I come.

Just a quick thought.  A few days ago, we were all patting Pepsi on the back for being different and for recognizing the power of social media when it was announced that they were abstaining from the Super Bowl advertising orgy this year and instead launching a socially conscious social media campaign.

Today, when the ratings for the Super Bowl were released we find that with 106 million viewers, it was the most watch telecast EVER.  So, was Pepsi smart to sit this one out?

There was a Super Bowl gathering at my abode, and in between cooking, conversation and conviviality around the Saints, we Googled, blogged and surfed the social networks.  Because we work in the business, our web use centered around the Super Bowl advertising.  And while most commercials were disappointing, there were some stood out from the overdone guy humor that was abundant this year.  I am not going to get into my opinion of what advertising was good, bad or ugly - you can find more than enough commentary about that here, here and here.  I want to talk about is the morphing of the event into an online social experience.

Watching the Super Bowl has always been a social event: friends gather, eat, drink, boo and cheer. The advent of social media made our parties grow exponentially over the last couple of years as we interacted with those we knew online in addition to those watching the game with us in person. Last year, 12% of Super Bowl viewers were online during the game, according to Mashable. But this year, rather than having to search out the pertinent discussions on Twitter and Facebook separately, communities have developed around areas of interest, be it sports, food or advertising.  Hashtags are now used more consistently, making search for relevant commentary outside those communities easier, too.  With these community hubs and hashtag prevalence, our online interactions have gone from just the people we know (and the people they know) to introductions to people, content and views we might never have stumbled upon before.  And just when we thought we couldn’t be more connected to the world.

I didn’t want the Super Bowl fun to end last night. In years past, I have only watched the Super Bowl for the commercials, and even then become bored by the second half. Last night was different, it was bigger and it felt like my world expanded just a little bit more.  And that is always a good thing for the curious being that is me.

For fun, here is my favorite commercial of the night.  Although, as it turns out, it has been around for a few months, last night was my first viewing.

A few weeks ago, my colleague and I gave a presentation with our predictions for social media in 2010 (you can see the presentation here).  One of our predictions: increased localization of social media.  Well, this is already happening.  Last week, Twitter announced lists and within several hours there were a handful of “Arkansas” lists.  Now, Twitter has announced that they will soon launch trending topics by city, state and country.  With the new API, users will be able to learn what is happening specifically where they are located.  Very cool.

This week, Twitter released a new feature that allows for the creation of “lists.”  This makes perfect sense: with the rapid growth of Twitter, it is becoming harder to figure out which people to follow. The amount of data out there is getting overwhelming; according to a CNN article:

“Approximately 25 million Tweets are posted every day; more than 5 billion have been created since Twitter’s launch.

“Facebook users are even more prolific in aggregate: Forty-five million updates are posted there daily. In May, the last date for which we have data, YouTube announced that 20 hours of video is uploaded to its servers every minute. That’s more than three years of content being uploaded to YouTube daily.

“As the barriers to media production fall — cameras in virtually every cell phone, video cameras in iPods, text messaging as a publishing platform — this content tsunami is growing ever taller”

Lists allow for those you trust to create a filter of all this data, by category, for you.

And, for those that follow Twitter through desktop apps like Seesmic and Tweetdeck, they are working to integrate list following into their applications (Seesmic actually already has; Tweetdeck is still working on it).

Check out the Stone Ward Staff Twitter list.

Small businesses are finally starting to figure out how to make social media work them.  Take Sprinkles, for example.  They were recently highlighted in this LA Times article for their smart use of Facebook:

“Each day on the website, Sprinkles announces a secret word, such as ‘ganache,’ or ‘bunny,’ or ‘tropical,’ or ‘love,’ and the first 25 or 50 people to show up at any of its five stores and whisper that word get a free cupcake.

“‘On Facebook, we can ask our customers what’s the next location they want,’ Nelson said. ‘What do they think of our next flavor? It’s an amazing way to communicate with our fans.’”

This is exactly how small businesses (or even businesses in general) should be using the social media channels: (1) not just pushing information out to their fans or followers, but providing them with a benefit for “friending” or following them, (2) engaging them in dialogue and asking for their opinions, and (3) giving them a reason to come back to your page again and again (or keeping them from “hiding” your brand’s updates from their news feeds.

Social media channels allow small businesses, that can’t afford a website or advertising to drive customers to a website, the opportunity to set up their own space in an existing community.  Increasingly, consumers are searching out their favorite brands on Facebook and businesses that are not there are missing the chance to connect with people (and all their friends).

One local small businesses that is using social media well is The House (on Facebook with just over 1300 fans) and @TheHouseBar (on Twitter with 136 followers).  The House uses these channels to update fans/followers on changes to the menu/hours, scheduled events and when they reopened after some remodeling invited just its Facebook fans to check it out the day before the official reopening.  I don’t think that The House even has an official website: on its Facebook page, the Twitter page is listed as its web address and on its Twitter page, the Facebook page is listed as its web address.

I am sure there are several other local small businesses using social media in a smart way; please send me any examples and I will post them.

Thank you, @DanaDB, for the LA Times article link.

Admittedly, I am an iPhone “worshiper,” but this latest news proves its capabilities can benefit brands, too.  In mid-September, Pizza Hut released a kick-ass iPhone app that allowed customers to place orders through the app.  As an added bonus, customers that placed orders through the app received 20% off the total price.  To date, Pizza Hut has generated $1 million in sales through the app (according to Mashable).  I have no idea how much Pizza Hut paid for the development of the app, but they seem to have gotten a return on their investment in both sales and cool points.

In a presentation that we gave on social media last week, someone asked, “what is the biggest mistake companies are making in the space right now?”  Our response: “Not being in it.”  Social media and mobile communications really go hand-in-hand as social media gets more social with constant improvements to mobile devices.  Mobile applications–like those available for the iPhone–are the perfect channel for getting in front of customers.  So many brands are just dipping their toe in social/mobile media, timidly trying it out.  Brands should take a dive in and consider an investment in an iPhone app.  Yes, there are 100,000 apps available in the app store, but many consumer brands aren’t there yet.  Just being there will put you ahead of the competition in this social/mobile space (and don’t forget to put a little promotional support behind it; just putting it there will not guarantee it will be found by your customers).  This is not a complete list, but some things to consider when developing an app for a brand, it should: (1) do something cool that others haven’t done yet (or do it in a different way; improve on what is already out there), (2) provide a clear benefit to the customer, not just benefit the brand (example: Pizza Hut offered 20% off orders placed through iPhone app), (3) be free (example: not like CNN), and (4) give the customer a reason to use the app over and over (hint: constantly update/improve the capabilities).

Check out a demonstration of the Pizza Hut iPhone app here:

What pizza brand doesn’t get it?  Domino’s.  Everyone remembers the embarrassing “food defiling” video post by Domino’s employees.  It took Domino’s several days to respond, they signed up for a Twitter account to deal with the consumer response (note that they didn’t ALREADY have a Twitter account), and produced a stiff teleprompter-read video from their corporate office.  In those same days, Pizza Hut put out an ad for a Twitern.  Pizza Hut definitely gets both the digital and social space.

Check out this video with some impressive social media usage statistics.

Social media sites are addicting.  These sites allow us to peer into the lives of our friends without getting too involved.  (Although sometimes it is like watching a soap opera and we begin to feel like we are part of our friends lives, without actually being part of their lives.)  But the nature of social sites is to create conversation.  So the problem with social media voyeurism is that we are expected to share back.  We create community when we share.  We learn about each other and keep in touch in ways that were never feasible in the past.  I love to learn new and interesting things from my friends.  I love to see how they spent the weekend or what their dog is doing.  Social media expands my small university into a giant one and is usually a complete joy.  I share a lot online: if I want you to know what I am doing, you will know - through Twitter, Facebook or Tumblr.  And maybe a little Flickr, Posterous and Loopt every now and then. Do I share too much?  I don’t know, maybe sometimes I do.

Social media can also be a burden; and this week I am feeling overwhelmed by my social media connectivity.  Yes, I preach about the value connectivity and social media.  Yes, my phones are practically connected to me and my computer is within reach 18 hours a day, on average.  While I keep up with messages, I don’t always respond immediately, or at all.  The reasons for this inaction vary.  Sometimes I don’t feel like talking.  Sometimes I don’t have anything to say.  And, yes, sometimes I am with real people and feel like it might be rude to be glued to my device in their physical presence.

Then there are those times when you just want to unplug.  It is hard to have “alone time” with the influx of social media.   When I need “alone time,” social media becomes a burden.  If you send me a text, email or chat conversation and I don’t respond, then just let it go and give me some space.  If I haven’t posted in a while, then maybe I am feeling overexposed.  Don’t attempt to make me feel guilty about my silence.  Being quiet says a lot.

Hmm. According to new research from Harvard Business, more women (55%) are on Twitter than men (45%).  But, men have more followers, by 15%.  “Men also have more reciprocated relationships, in which two users follow each other. This ‘follower split’ suggests that women are driven less by followers than men, or have more stringent thresholds for reciprocating relationships.”  And, not only are men more likely to follow men, but women are 25% more likely to follow a man.

According to the study, this man-following has nothing to do with how much he tweets: men and women tweet at the same rate.  What is up with this?  Possible hypotheses (based on nothing but my intuition):

• The format for Twitter (short bursts of information) is more conducive to the male style of communication, whereas women tend to want to be more verbose and explanatory?
• The subjects women tweet about may not be as diverse as those that men tweet?
• Women tend to tweet about their personal lives, men tend to tweet about business?
• Women have higher “follow” standards because their time is valuable and content is their currency?
• Is there something wrong with Harvard Business’s methodology for determining who is male and who is female on Twitter?  (“To get this figure, we cross-referenced users’ ‘real names’ against a database of 40,000 strongly gendered names.”)

I would like to hear what others think about this “follower split” on Twitter.  More women are online.  Women have more influence on purchase decisions.  Women are more likely to research before making any decision.  People trust “people like me” for advice.  All of these factors would indicate that women would be following other women in droves on Twitter.  Thoughts?

For those who still want to argue against the influence of women on the future and their impact online, check this out :

“…42 million women in the United States (roughly 53% of the 79 million adult women in the United States who use the Internet) participate in social media at least weekly. As they spend more time with social media, women are spending correspondingly less time with traditional media: 39% less on newspapers, 36% less time reading magazines, and 30% less time watching TV.” (source)

…

“The women who post to blogs are the most actively engaged. They spend the most time online. Over 80% also participate in social networks like Facebook, and over one third of bloggers also participate in Twitter. But more to the point, those who blog are more likely to be tech savvy, on the leading edge of trends, and invest time searching for new products online.” (source)

These stats are the result of a survey conducted by Blogher in March 2009.  We already know that more women are online than men.  And now we know how engaged they are in the online space and how influential they can be on each other: women reported that they are significantly more likely to make a purchase decision based on customer experiences reported on blogs.  They are relying on blogs for information on politics and news, technology/gadgets, cars and business/career/personal finance.  They are relying on their social networks for social activism, sex/relationship/dating, entertainment and shopping.

Any marketer targeting women should be leveraging the influence of blogs and social networks to communicate brand and product messages, as well as news and information.

• Provide a forum for these women to speak to each other and to you about the brand/products/news.
• Communicate back and worth with these women.
• Reach out to them in their world.  Show that you are paying attention and that you care what they have to say.  Ask for their opinions.
• Monitor what they are saying and address issues and concerns.  Or reward them if they are brand ambassadors.

Frustrated with Facebook a few nights ago, I de-friended some people.  I cleaned house.  I assumed that no one would notice.  And I got caught.  Lesson learned: if you are active in the social media world and you live in a relatively small market, then your absence won’t go unnoticed.  I am now sheepishly re-friending.  Please consider this my apology to all my de-friended friends.  I will not blame you for not accepting me back now.

This experience has me thinking about privacy versus sharing in this age when social media participation has become expected and the societal norm.  Are we sharing too much?  Are we at a point where we expect people to share everything?  Is it weird that I find myself thinking of my daily activities in 140 character updates throughout the day (”Ms. Adverthinker is frustrated by stiff shoes that rub blisters; Band-Aid Blister Block helps though.”  “Ms Adverthinker is disappointed iPhone died, but excited about pretty pink cover avail for new one.  Damn accessories get me every time.”)?  I ask these questions when I find myself uncontrollably sucked into Facebook.

The risk we take in exposing ourselves in the online world is that we actually expose ourselves.  It seems so simple to type a few words and click a few buttons.  But the impact of these small actions can be large.  We are sharing our lives with the world.  The world.  Admittedly, in a market like Arkansas the world might be a little smaller: everyone who is online knows each other, even if they have never met.  We are all friends without actually being friends.  And I feel like I know everything about their lives.

Although I might not want to know everything about their lives, I just can’t help but read, watch and dig a little deeper.  It is human nature to be voyeuristic and social media allows us to feed this desire.   But it is easy to get caught up and overwhelmed by other people’s lives:  What does the cryptic status update mean?  Who is that person in this picture?  Why are they sad?  Why are they happy?  Who are they talking about?  Who are they quoting?  What does it all mean?! So I started thinking that I didn’t need to know everything about all of my friends.

Because I have very little self control and can’t quit Facebook cold turkey, I decided to taper cessation of the habit by cleaning the friend house.  Maybe I overreacted.  Or maybe I didn’t take it far enough; I left the door open by not canceling my account (much like cutting up your credit card when you have the number memorized: it doesn’t stop you from spending).

As an active resident of this new social media world, I should have known better than to think a person can do anything online and have it go unnoticed.

Just a reminder that we have our second SWIM lesson this Friday night at Satellite Cafe in the Heights.  Join us at 5 PM in person or online (we will be streaming live again).  Blake’s Think Tank and I will be talking about high impact interactive campaigns.  If you miss us on Friday you can catch the archived video and podcast on Monday over on the SWIM site.

We had a good turnout for our first SWIM last Friday: