Realtors Do You Understand the 5 Levels of Twitter Acceptance?

One of the best tools for measuring your commitment and understanding of the micro-blogging power Twitter.com comes from social media marketing superstar Rohit Bhargava the inventor of Social Media Optimization. In his article “The 5 Stages of Twitter Acceptance” Rohit has brilliantly and accurately outlined the evolution of many Twitter users. The graphic clearly highlights each stage and it acts as a measuring tool to those who have progressed forward in their acceptance.

The 5 Stages of Twitter Acceptance:

Imb_5stagesoftwitter_2
Courtesy RohitBhargava.typepad.com

My Acceptance Process for Each Level

1. Denial: One of my first blog posts of the summer of 2007 was to challenge Twitter’s validity as a tool-I instead described it ” Twitter becomes the equivilent of your well meaning but very nosy “Italian Grandmother.”

2. Presence: I simply went through the motions

3. Dumping: I inundated twitter with MY BLOG POSTS only a big no-no on any social networking site

4. Conversing: I reached the conversing stage 6 weeks ago as I really began to understand Twitter’s power 4 months ago. In this stage I knew I was progressing but I also knew something was missing-I was not a go-to objective source of information

5. Microblogging: I am now authentically building relationships 1×1, I am bringing in valuable information to the mix for other twitterers to ponder, and I am far more objective and willing to support the community

Does Twitter Really Help You Build Your Business: Ask Amazon.com

Reuters.com published this deansguide article 11-25-08

Twitter.com is fast becoming the go-to source for small and big business marketing. For me, Twitter represents my greatest content resource, broadcasting opportunity, and a fantastic networking opportunity with industry leaders. One of those leaders, Guy Kawasaki, dropped a “tweet”, aka mini message, about the power of Twitter in growing your business.

The following is a comment, on MotleyFool.com, answering the question: “Does Twitter Help You Build Your Business?”:

  • On November 24, 2008, at 3:56 PM, j2xl wrote: I work at Amazon. During a lunch break last March I wrote a simple bot that posts Amazon’s deal of the day to Twitter. Since then I’ve added Lightning Deals throughout the day. The bot now has close to 3,000 bargain-hunting followers and drives all sorts of orders every day. Add it to the list of Twitter success stories. Check it out at http://twitter.com/amazondeals .

Analysis:

Big corporations like Amazon, small firms like Innerarchitect.com, and entrepreneurs like Adam Helweh of Secret Sushi Creative are building their businesses, creating opportunities, and connecting with industry leaders on Twitter. The next time you are looking for a method and strategy to increase your business, make new connections, find opportunities, look for a job, or broadcast news about you–look no further than Twitter.com. It is your “mini PR release-sound bite broadcasting” tool.

Adam Helweh

guykawasaki


Yahoo Advertising Campaign Like Their Search Capabilities: Misguided At Best

Jerry Yang this past spring turned down what may have been the sweetest deal in negotiating a sales price for Yahoo during the Microsoft “take over” bid. In that scenario, as it has played out to date, Yang refused to sell Yahoo believing that the company was worth more than the nearly 50 billion being offered. In this case, Yang made an egregious error and his stockholders are now suffering the consequences with Yahoo stock price plunging to an alarming $12 per share.

Equally stupid, in my opinion, is the marketing campaign being pushed on Northern California radio by the mind trust at Yahoo. It seems in the information rich, human capital intelligent, internet savvy Silicon Valley, Yahoo is clueless to it’s audience. Why?

A Train wreck Marketing Philosophy: “Don’t get lost in all the links”

1. Taking on Google’s algorythim by hinting that Google confuses people by offering to much information in their search queries

2. Assuming the Public is too stupid to understand the basics of great search results offered by Google

3. “Ah Shucks” tone of innocence in attempting to sway the less than informed public

4. Bad Advertising ploy where Yahoo follows the old Madison Ave tactic where producing a very bad ad so enrages the public they talk about the product

5. “Less is More” in this case less is not more it is less information, less value, suspect results

Rule of Thumb

Don’t bring a knife to a gunfight. If you are going to take on the biggest advertising company in the world, you better have something to say that is worthy of the task. Trying to be Sarah Palin “folksie” only makes Yahoo look stupid and stupid doesn’t play in the Valley

Poor Branding Strategy Mirrors On Field Ineptitude: San Francisco 49ers Misfire

Reuters.com published this deansguide and innerarchitect.com article October 6, 2008

Branding and marketing your brand’s message is all about perception, believability, and credibility. It is also something that requires a hard look at what will resonate with a particular targeted population of customers you want to accept and embrace your brand. If there was ever a case study on how not to brand a product, it is the recent season ticket sales radio advertising campaign by the San Francisco 49ers.

Qualifications: I am a native San Franciscan, a 38 year fan of the Niners, and a former season ticket holder from 1996 to 2006. I am a fan of this team but not a blindly “Faithful” drone as they seem to want to create. My assertions about fan demographics, fan behavior, and message viability is based on my experience with the sport. Since 1972 I have attended over 200 NFL games, 5 NFL playoff games, and one Super Bowl. In addition I have attended another 100+ college football games-I have experienced many crowds in my long journey as a sports fan.

The Radio Branding Message

Setting: A father gives his preteen son and daughter a lesson on being a 49er fan aka one of the “faithful.”

Message: the father is training his children to be 49er fans, faithful 49er fans, and nothing else.

Branding Message: Being a 49er fan is about blindly following, supporting, and being proud of your team.

The Reality: A Branding Message Gone Bad

1. Being a 49er “Faithful”: is a very old marketing message that was established in the 1970’s. It has very little impact upon the buying public as it does not address image, invoke faithful behavior, or inspire people to buy season tickets.

Case Study of Excellence: The Oakland Raiders, although enduring hard times for many years without excellence on the field, continue to invoke and inspire fan participation. Why? Being a Raider fan holds the connotation that you are a tough guy, hard scrabble, pure violence loving fan of a very violent game–the Raiders tell it like it is and embrace the brand they have created for themselves

2. Association with Baseball’s Message: The 49er’s attempt to utilize the message major league baseball has been extremely successful using does not work. Baseball is associated with family, apple pie, and America. It is a tradition of heritage passed down from generation to generation; something a father can share with a son or daughter. And baseball is an affordable family outing for everyone to enjoy.

3. The 49er’s Branding Strategy: to sell season tickets, is to create a following of blindly faithful fans. By describing a pep talk between a father and his children, you are left with the perception that the ticket buying fan base that attends games is a demographic closely inline with baseball’s fan demographic-that is ridiculous!

Football is a very violent sport. The fans at games are often unruly, drunk, and misbehave. The atmosphere at a professional football game has nothing in common with the gentile atmosphere at most major league baseball games. The age of the NFL fan base is older. The number of preteen and teenage fans at professional football games is far fewer than what you would see at a Major League baseball affair.

Results: A Complete Misfire

What the radio listening public is left with is a NFL team that is attempting to sell season tickets by invoking faith in the team. Their method of invoking faith is to “start em young” and bring up little 49er fans that will grow into season ticket buying 49er fans. Their brand is be faithful-be a 49er fan. This is very ineffective and completely ignorant of the brilliant marketing and branding message the team could create from their storied heritage. Why is a franchise with 5 Super Bowl wins, voted the team of the decade in the 1980’s, completely ignoring their brand strength?

LinkedIn.com: Authenticity Protocol and Referral Machine

Reuters.com published this deansguide article September 30, 2008

FoxBusiness.com published this deansguide article September 30, 2008

Sasha Strauss, Managing Director of Innovation Protocol a brand strategy consulting firm, makes a very compelling case for utilizing LinkedIn as a source of referrals. Referrals can be the lifeblood of a business and LinkedIn is the tool Sasha utilized to grow his business.

Innovation Protocol’s Story

1. Innovation Protocol has been in business 1 year and 5 months

2. Company is profitable

3. Hiring one new employee every single month

4. Sasha claims they are now turning away business

5. Never placed an advertisement in order to generate business

6. All their business is through referrals

7. Most of their referrals are from LinkedIn

8. LinkedIn profiles provide the robust information as well as recommendations that qualify potential clients according to Sasha

Lie Detector For Bloggers or Another Guesstimate: urlmetrix.com

Looney Tunes opening title from mid-1950s.

Courtesy Looney Tunes Wiki

Chicago Sun-Times published this deansguide article September 23, 2008

The challenge: finding a traffic measurement tool that will allow a person to accurately analyze a blogger’s traffic or company website’s traffic.

The reason: Bloggers and companies make outlandish, blatant, and false claims of traffic (page views and uniques) that just do not pass the smell test. When a person is attempting to control their budgetary expenses when attending networking events, one of the best methods is to perform due diligence on a blogger, SEO expert, or someone claiming to have lots of traffic.

Urlmetrix.com is a fun and handy tool, powered by Google App engine, that provides measurement for many statistics for your blog. By simply placing your url into the search box, urlmetrix.com retreives 15 site statistics that provide a blogger with information vital to their efforts.

Warning

Many of the sites in this measurement tool utilize statistics derived from toolbar downloads, extrapilated projections, and statistical sampling. No tool to my knowledge gives precise statistical information on blogs. If anyone has a set of better tools please let us know. One of the most difficult problems is verifying a sites traffic when they make claims of page views and uniques that seem far from realistic.

urlmetrix.com’s Returned Results (for my outside blog) deansguide:

1. Title: deansguide

2. Alexa Rank: 346,275

3. Compete Rank: 38

4. Quantcast Rank: 266,768

5. Technorati Rank: 433,097 Authority 16/ Google 80

6. Google Indexed: 991

7. Yahoo Indexed: 1,720

8. Google Back Links: 132

9. Yahoo Back Links: 4,100

10. delicious book marks: 2

11. Wikipedia External Links: 1

12. DMOZ Links: 0

13. Google Blog Search Links: 80

14. Technorati Blog Reactions: 72

Analysis

urlmetrix is a quick tool that gives a blogger measurement, pinpoints areas that need work, helps bloggers discover their strengths and weaknesses, and it allows bloggers to compile this information in seconds without having to download any one toolbar for access.

Tequila: A Lesson In Marketing And Brand Identity

TGIF and watch this tour of Jose Cuervo Factory

Reuters.com published this deansguide article September 13, 2008

Tequila the official party liquor, the daddy of the fiesta, the king of the shot, and the emperor of margarita madness is actually an amazing marketing story. What makes an often, horrible smelling, difficult to describe taste that can make the eyes water and throat wretch with a gag reflex similar to food posioning the #1 fastest growing category of liquor in America according to the 2005 Adams Handbook Advance the industry standard.

Granted the premium tequila brands like Patron produce incredibly rich and smooth tasting liquors, but the majority of the tequila sales, 40% plus, are Jose Cuervo tequila of the ilk described above–rotten eggs on sandpaper.

Marketing Strategy

1. Association: Tequila is the party liquor associated with fiestas, parties, food, and music. No other drink symbolizes fun, good times, beaches, and the tropics like a tequila margarita

2. Heritage: Tequila has a long history and heritage of proud producers from a passionate country, Mexico, that crafts the best tequila products in the world

3. Perception: Tequila, like the country of Mexico, symbolizes macho, hot, spicy, and power. It is perceived, and rightfully so, as the drink that is dangerous. For many people it is a brand that signifies their toughness much like a football fan who supports the Oakland Raiders. If you can hang at a Raider game, think of San Quentin at a picnic, then you are tough enough to drink tequila

4. Reputation: Everyone, at least those that drink, have a tequila story. The stories are never pretty, they are usually warning shots to friends, and yet they are told with pride. There is a legend a lore attached to this brand that people want to associate despite the taste and horrific results the drink can produce