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Posted on October 16, 2008
Leadership in the Era Social Media
BY JAMES CLARK
I was just on Amazon checking out the reviews on Seth Godin's book: Tribes: We Need You To Lead Us, and came across a quote from Lao-Tzu's Tao Te Ching providing a unique perspective of leadership in the era of social meda:
"Learn from the people
Plan with the people
Begin with what they have
Build on what they know
Of the best leaders
When the task is accomplished
The people will remark
We have done it ourselves. "
This goes back to the root of any social media program. LISTEN first and learn what your group is thinking, what motivates them, where they spend their time and then and only then can an organization plan its engagement strategy.
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Posted on October 25, 2007
What's a Logo Worth? In Boulder Cycling Circles - Must Be A Lot
BY JAMES CLARK
Seth Godin asked the the question "What's a Logo Worth?" on his blog today.
He's got a picture of a Mongol pencil and states - "Apparently, it's not not just a pencil, it's a lifestyle."
Seth, you've got to come out to Boulder, Colorado and witness the most amazing logo lifestyle ever - cycling jerseys.
Boulder has a huge road biking community, and what amazes me is that everyone gets all logo'd up to go for their bike rides. Cyclists are a bit of an elitist crowd - okay I called them elitist and maybe that's not nice but they are riding around on $2K bikes. So the funny thing is these cyclist wear the most obnoxious logo cycling jerseys you ever seen. Why is it that logo cycling jerseys are fashionable? Okay, I know that's what the professional teams wear, but I also know they make normal black cycling jerseys, because I've seen them hanging on the racks at the bike store. Strange thing is I rarely see them on people actually riding road bikes.
It's a running joke here in the Room 214 offices. When someone comes back from a walk to get lunch we report back on what companies the cyclists are representing. The other day I saw someone riding in a Fat Tire cycling jersey, followed by someone in a Subway jersey, followed by someone in a Frasca (local restaurant) jersey.
So in Boulder road cycling circles the logo must be worth being taken seriously. God forbid you show up in plain black cycling jersey and shorts. The guy in the full-blown Subway bib-shorts and jersey will laugh his ass off at you.
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Posted on September 24, 2007
New Marketing Takes New Dedication
BY JAMES CLARK
Seth Godin is going to post a thought piece every Monday from his upcoming book Meatball Sundae.
First, great way to get people interested in your new material - nice work Seth.
He starts with his premise about how most companies look at New Marketing as a something to "try", or they truly embrace it and what they find out is that it changes their organization. It takes a certain kind of organizational culture to be successful. This is true in our experience - success depends on a true embrace of the conversational opportunities New Marketing brings.
The successful organizations show three New Marketing traits:
1. Take criticism - if you don't others to hear the bad, there will be no good.
2. Respond quickly - get the lawyers out of the room.
3. Integrate - don't put New Marketing out on an Island. Bring it into the overall marketing mix.
New Marketing is not a program to throw the newbie in the organization at. Get your sharpest most interested players and give them the leeway to make decisions, and give the program the appropriate funding needed to be successful. Use the constructs you are familiar with in the offline world and drive visibility for your New Marketing efforts.
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Posted on January 18, 2007
The Cycle of Choice - Supernovas and Black Holes
BY JAMES CLARK
In Seth Godin's post The Cycle of Choice he had a great visual representation of how markets are busted open by innovators, then followed by a fade.
One look at this graph and I thought it looks like a Black Hole - where a bright star (Burton, Apple, Ford) attracts customers, runs out of fuel, reaches the end of its life, collapses into itself then explodes out sending its customers and ideas into every corner of the market.
So maybe marketing follows the laws of science. There's a bright new star in the industry that attracts customer at an astounding rate gaining tremendous mass, but eventually the fuel it lives on (innovation, authenticity, flexibility, customer loyalty) runs out and market forces (competition, customer service, cost of growth) cause instability that leads to a collapse and Supernova explosion.
What you have is death by success, and in this scenario the death of star is a Supernova - exploding everything out into the market creating new solar systems and new stars.
"The Rise and Fall of Ziggy Startdust and the Spiders From Mars"
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Posted on August 9, 2006
Seth Godin Says Small is Big
BY JASON CORMIER
I was on a virtual seminar with Seth Godin yesterday, and he was talking about big companies being successful by thinking small. You can check out his new book by going to smallis.com.
I thought he brought up some important points about business people being brought up in a way that keeps them from thinking for themselves when it comes to marketing. If you work your way up in marketing by simply doing what you are told, then when you are the boss you don't really know what to do. This is in the context of the importance of thinking small. Thinking small means thinking like a business owner.
Other interesting points he touched on related to blog traffic not being a good metric for the success of a blog. The question is how attentive are people to your blog. Does it have the potential to be viral? Is it something that others want to look to as a valuable resource?
One of the comments from a participant in the seminar pertained to how Seth was using business to consumer examples in almost everything he was bringing up. Seth's response was that businesses are just like people, they are just spending somebody else's money. Businesses are prone to fashion, just like everyone else. So marketing to them doesn't have to be as different as people may think in many cases.
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