The next (wireless) generation

by Pete Kennedy

Fourth-generation, or 4G, wireless technology will make its debut at a trade show this week. Some sales reps have been looking forward to the launch of 4G and its increased speed so they can access marketing materials quickly for customers.

The technology is already available in a few select cities. Sprint users will be the first able to fully utilize 4G, with other providers coming on board in the next year or so.

The difference between third and fourth generation is significant. One expert said 3G transmits data at a rate of between 500 kilobits per second 1.5 megabits per second, while 4G transmits between 2 and 5 megabits per second.

Words and meaning

by Jack Burke

“Who cares what you had for breakfast, or what movie you just saw?” That’s a common reaction to Social Media. Many people scratch their heads and mutter about the uselessness of the daily details that seem to make up a huge chunk of Facebook, Twitter and the like.

And there’s some truth to that. If you want to use Social Media to reach out to more than just your mom, you’ve got to have interesting, helpful content.

Here’s one point from a list of tips I ran across:

Share expertise or insights. Even a well-selected list of links to other good content can work, though original material is better.

Results may vary

by Jack Burke

You’ve seen the ads with the “before” photo of the flabby guy or woman next to the “after” photo with the same person, now with rock-hard abs. Somewhere in that ad touting the greatest weight loss/muscle building concoction were these words: “results may vary.”

You won’t be seeing that phrase any more. At least you shouldn’t.

The Federal Trade Commission recently updated its advertising guidelines in part to deal with the explosion of Social Media marketing that’s going on today. The guidelines, which inform everything from BBB decisions to legal action by state attorneys general, hadn’t been revised since 1980.

One big change involves the old stand-by “results may vary.” Now, product endorsements—whether in print, on blogs, Facebook or anywhere else—must show the typical representative of what the particular product achieves and not outliers. If an atypical example is used, that must be clearly and conspicuously pointed out.

The advertising guidelines also stress that marketing communications through Social Media need to clearly state business relationships. So when some Hollywood star is talking up a product on his blog or Twitter account, you’ll know he’s a paid shill.

Of course, results may vary.

Photography can be cool, too

by Jason France

In this age of iPods, Facebook and text messages, photography plays a key role. I hear people say, “I want to take a pic of that to post on my Facebook.” I think sharing photos with your friends and family is great. Digital cameras are more affordable than ever which allows even kids to take great photography. Getting a kid started at a young age to take photos promotes creativity and that is something I love to see. While I think iPods and Nintendo Wii’s are great, I think there is more to gain from capturing your memories. Store them on your computer and make a scrapbook or a photo album for a friend or family member with shots from that trip to Miami you took last summer to really surprise them for their birthday gift.

Money in your pocket

by Jason France

Since the economic recession, my wife and I have been looking for ways to reduce our monthly spending. I converted all of our incandescent light fixtures to compact fluorescent bulbs (CFLs). They promise significantly less wattage usage per bulb so I thought I would give them a try. My local hardware store had a ‘Dollar Days’ sale going on and the GE CFLs were included. I stocked up on enough for the entire house. The light output is less than the equivalent incandescent so make sure you get enough light for hallways and stairways. I’ll be curious to see if I notice a reduction on my energy bill.

We have has also cut back the number of laundry loads we do during the week. We only wash the clothes we ‘need’ for the week rather than rewashing jeans or doing many small loads throughout the week. Doing a few large loads has meant less time in the basement as well as less water usage.

My wife and I were going out on weekends to the movies especially during the winter months in years past. This year we are borrowing movies from friends, renting via redbox, or just catching a movie on one of the network channels. It’s sometimes just as fun to stay home for movie night and you don’t have to wait in line for a Pepsi.

Social Media and tragedy

by Jack Burke

This piece  gives an interesting overview of what Sea World did after one of its killer whales attacked and killed a trainer. Sea World has a strong Social Media profile, with blogs, Facebook pages and Twitter accounts—even one for Shamu.

What struck me most about Sea World’s response was that they did react on all their Social Media platforms. They Twittered about the tragedy, they posted updates on their Facebook page and the CEO posted blog updates. And, of course, they shut down Shamu's Twitter account

Even in tragedy—maybe especially in tragedy—Social Media has a role to play. Once you’re in the Social Media universe, the conversations you’re having with customers don’t start or end with the product or service. Customers who are invested in your Social Media expect to know what’s going on, whether the news is good or bad.

Staying out of the ‘definitely not’ pile

by Pete Kennedy

My daughter recently took a college entrance exam—the ACT.

As many of you know, exams such as the ACT and SAT lead all sorts of colleges and universities to send brochures (of all shapes and sizes) to high school juniors.

For many of the schools, it’s their first impression. Most 17-year-olds haven’t heard of the small school in Dubuque that might be a great fit for them. The schools need to sell themselves in a hurry.

The big schools have name recognition but still have to separate themselves from the others. And it’s often the first time the teen is looking at the school through the lens of an aspiring student.

My daughter has begun putting the brochures into a “maybe” pile and a “definitely not” pile. I went through both stacks this weekend, wondering if there was a theme to the “winners”—and the rejects as well.

There was. Virtually every winner had a clear, concise message about why the student should attend. Those that made the cut stated, clearly, that they do one thing really well. I found that interesting; what if my daughter didn’t like the one feature they were selling?

Which brings us to the “definitely not” pile. A few schools with targeted messages that didn’t resonate with my daughter landed in that stack. But most of the rejects were from schools that tried to be all things to all people. They didn’t have a clear message, and therefore didn’t connect with my daughter as some of the “maybes” had.

I went back and took another look at the “maybes” pile. Guess what? Not one school had tried the “all things to all people” approach.

My conclusion: Have a clear, targeted message. Some no doubt will reject it, but it will connect with others. It’s a lot better than having a convoluted message that connects with no one.

Signs of new life

by Jack Burke

Anecdotal evidence isn’t proof, but it can be powerful nonetheless. If you see something happening or hear someone talking about something happening, you’re likely to think that your experience relates to the experience of everyone else.

That feeling can have a powerful effect—either positive or negative. Think of it this way: Just because your grandpa smoked two packs a day all his life and died at 100 doesn’t mean smoking isn’t bad for you.

That caveat out of the way, I noticed some anecdotal evidence this weekend that the economy is picking up.

First off, two subdivisions near where I live have new homes going up. Each development has been inactive for more than a year.

Secondly, I noticed Now Hiring signs in two restaurants, a grocery store, a trucking operation and a quarry. It’s been a long time since I’ve noticed hiring signs.

And I spent some time Sunday at the Milwaukee Golf Show. Now, the people in the booths are supposed to upbeat, but the ones I talked to said the mood was generally good during the event. People, they said, were actually planning to golf and travel and buy things this year.

So there you have it. A little positive anecdotal evidence.

A new strategy for an old product

by Jack Burke

Cigars are old school. The best brands are still rolled by hand, like they have been for centuries. For many aficionados, the enjoyment of a cigar is as much about the traditions and rituals surrounding the act as the process of smoking itself.

So it was interesting to read how one cigar maker decided to turn away from traditional marketing and embrace Social Media instead.

EPC Cigar, a Miami-based company, is basing much of its campaign on Twitter, Flickr and Facebook.

The Twitter thread will include showing real-time Twitter messages about cigars on the company’s website—even messages that raise health concerns about smoking or tout competitors.

Another benefit for the company is immediate feedback. EPC discovered more than one-third of visitors to the company’s website came from outside the U.S. The company promptly started lining up foreign distributors.

Social Media begins with listening

by Jack Burke

Social Media scare a lot of businesspeople because they worry about bad reviews or nasty comments finding their way onto Facebook or Twitter.

We can’t put our brand out there and let it get ripped up, goes the argument.

But that misses two big points:

1. People will rip your brand whether you’re part of the conversation or not.

2. Sometimes, that ripping serves a purpose.

Take what happened to Domino’s Pizza. The chain decided to start overhauling its recipes more than 18 months ago after mounting criticism from focus groups and on social media sites.

Domino’s basically said, “You’re right. Our pizza does taste like cardboard with ketchup. We’ll fix it.”

The new recipe debuted in December and Domino’s more than doubled its fourth quarter profits. Company officials cite its advertising campaign—which pretty much admitted the old recipe was lousy—for bringing out curious customers.

So don’t fear complaints. They make you think and perhaps get better.