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Business Marketing

What’s Dad Doing Here? 2.oh no

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Web2.0 as it is, claims to be new.  Many in the tech and web design industry claim truthfully that it is nothing new- I agree with this, sort of.  Honestly, clean style sites have been around for a very long time, ask Apple Computer.  The idea of a fresh clean page with little clutter that gets to the point in a way that speaks to a consumer rather than selling to the consumer is maybe where web2.0 may have a right to claim itself as new.  The “New Style of Professional Copy” is in and of itself something web2.o has given professionals  permission to just be themselvesThank God

Blogging today is explosive, there is no denying that in any way shape or form, and has many believing that it is the new way to tap into the growing market.  Add to that social networking sites that seem to spring up daily, and you get a sense that there must be some truth that we can somehow market to the new and newer 20-30 somethings using this platform.  The fact is, many come across as Dad at the college sorority party– this was pointed out recently in the latest copy of GQ magazine in reference to political candidates using the social networking arena to spew more politics.  Watching Hillary on a video being funny and herself has its advantages if the audience likes Hillary, but if they never liked her in the first place, chances are she will come across as Mom at a high school school dance. Yuk.

The stakes are high with mainly the 20-30 somethings being up for grabs, social networking could potentially retrain entire demos to do business in new ways and Realtors will want to be at that party as well as virtually thousands of other industries.  The problem is, how are you perceived?  Are you the elephant in the room?  Do you convey?  Do you speak their language?  Chances are you don’t.  A Realtor calling another Realtor a fat cat (using 70’s vernacular) is just another moron to a younger demo because the idea that you say fat cat somehow makes you cool and somehow relates to me is presumptuous- the plastic Realtor who is old and is trying to be younger comes across as old and trying to be younger, nothing more than another dork ignored at the party. The truth is, web2.o says be yourself, not someone else- why insult their intelligence?

It has always been my opinion that social networking sites are a fad, but will not go away, therefore you must embrace it. These sites will morph into something much greater, the way bellbottoms morphed into the tapered legged jeans some of you still wear.  1980s called, they want their jeans back– but anyway… It is advantageous for any and all business to get into the conversations buyers and sellers want to have.  It is also advantageous to understand the ideas web2.o present and what they do not or you may end up spinning yourself out of business because you’ve completely lost all credibility to all demographics.  Relating as it relates to conversation is just that, relating, not giving up who or what you are as a professional.  Inviting in and respecting a know it all consumer will only add value to your conversation because the perspective becomes grounded in reality- how it really relates. This makes this concept an exciting must participate opportunity for Realtors even if you aren’t quite sure how to fit in.

It is my humble opinion that blogging is also fad.  Believing that all humans want to broadcast their thoughts beliefs and emotions online or read yours is absurd.  However, what social networkers really do enjoy is the human interaction via technology- chat functions and the ability to wink at a cute girl from a distance without the fear of all out rejection.   This is where I believe the smart money will be spent- creating that human interaction functionality for a consumer to interact without actually having to step into the salesmans den.  A get to know you courtship by reading YOU, who YOU are, what YOU like, and what YOU stand for- developing a sort of personal connection that allows a real comfort zone for the consumer as well as the ability to join a conversation of personal interest. A webpage was close, but lets face it, it missed the mark in the sense that it actually made the business look bigger and not so approachable. 

Web2.o is old hack.  The new name begs a web-second-point-oh look at the internet, technology online, and the opportunity it gives to business and consumers is simply a cry for attention- RE-INVEST in us!  “The dotcom didn’t really bust, we just shed off the bloated and not so informed.”  Web2.o is a fashion trend, possibly a very expensive one over the long term with 2.o v2.3 beta soon to be released. But this 2.0 version is permitting  you to change your site to something a little more lose and baggy with less fringe.  It is also permission to change your copy to more of yourself or corporate philosophy as opposed to the professional jarg consumers have always heard- but as with any trend, it will change.  Colors will change, technology will change, information will become more fluid and ever changing, because now you’re blogging with the consumer shaping the topic and content- but the one thing that should not change is you.  You are the one constant from now until then and your reader wants to know you the product

So, are you the elephant in the social networking room?

Benn Rosales is the Founder and CEO of The American Genius (AG), national news network for tech and entrepreneurs, proudly celebrating 10 years in publishing, recently ranked as the #5 startup in Austin. Before founding AG, he founded one of the first digital media strategy firms in the nation and also acquired several other firms. His resume prior includes roles at Apple and Kroger Foods, specializing in marketing, communications, and technology integration. He is a recipient of the Statesman Texas Social Media Award and is an Inman Innovator Award winner. He has consulted for numerous startups (both early- and late-stage), has built partnerships and bridges between tech recruiters and the best tech talent in the industry, and is well known for organizing the digital community through popular monthly networking events. Benn does not venture into the spotlight often, rather believes his biggest accomplishments are the talent he recruits, develops, and gives all credit to those he's empowered.

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15 Comments

15 Comments

  1. Austin Realtor's Wife

    June 6, 2007 at 9:54 pm

    This is my favorite RealtorGenius article so far. You’ve really captured what so many are missing in the blogosphere. It isn’t about teaching an old dog (or plastic smarmy Realtor) new tricks, it’s about giving a relatable platform to businesses in general.

    Great work!!!

  2. Jonathan Dalton

    June 6, 2007 at 10:10 pm

    My daughter set me up for a MySpace page. I never look at it. Yet I keep getting messages weekly from an agent who insists on weekend broadcast e-mails.

    Maybe it’s working. I dunno. I’m just too old to deal with it, to be honest. And I know it.

  3. B. R.

    June 6, 2007 at 10:17 pm

    lol I feel your pain…

  4. Loren Nason

    June 7, 2007 at 7:31 pm

    Well said.

    I completely agree with you that Social Networking and Blogging is the new Fad and at the same time do believe it is here to stay. The hype might die down but it won’t die because social networking and blogging feed every humans desire to gossip about something.

    Yes its all gossip and I love reading it all. I actually have convinced myself that I learn something from all the blogs I read.

    I am addicted to blogs and i just signed up to yours.

    Loren

  5. B. R.

    June 7, 2007 at 9:04 pm

    Loren- Why thank you, it’s awesome to have you!

  6. john harper

    June 8, 2007 at 6:08 am

    First time here. Great post, to the point that I have subscribed to follow your genius for a while.

  7. Chris Lengquist

    June 8, 2007 at 9:10 am

    Exactly. I find my clients that come from my blog use the blog as a quiet stalker. They can peek in on me, my business beliefs and thoughts without actually having to talk to me. If they see I present no immediate danger and might actually know what I’m doing, they call. Works perfectly for both parties.

  8. Agent Scoreboard

    June 8, 2007 at 9:55 pm

    I’m don’t know quite how something can be a “fad” and yet be here to stay… but I think your point is made, however I don’t think we have any choice but to get a myspace page (here is mine: https://www.myspace.com/agentscoreboard/)
    and talk. I don’t think the Google generation is going to come to us.

    As a card caring member of the yahoo generation that has been developing internet applications for over 10 years I can tell you that more than just looks have changed in web 2.0. Never before have we been able to so easily create and share such rich content. I can RSS your whole blog and that of others to create a community of information that “I” want and that is important to me, I can find information about something and what others think of it. I can manipulate data from multiple sources in new and exciting ways and then convey that to my friends.

    What I think what is more interesting is the creation of media darlings based on their online presence like the ones I write about here https://www.agentscoreboard.com/blog/2007/06/05/do-you-know-allison-stokke/

    Good blog… I love austin…

  9. Kris Berg

    June 9, 2007 at 9:46 am

    Bravo! I see evolution taking place. We all have these blogs. Neat. We pulled it off. Now what the hell do we do with them? Turning the corner from hobbiest (like one who takes up golf because everyone else is playing) to business blogger is a tricky maneuver and our next challenge. Great post.

  10. B. R.

    June 9, 2007 at 1:13 pm

    Scoreboard…
    >It has always been my opinion that social networking sites are a fad, but will not go away, therefore you must embrace it. These sites will morph into something much greater, the way bellbottoms morphed into the tapered legged jeans some of you still wear…< Fads morph, they are further developed into greater things by consumer demand- point being, ignoring this will only put you further behind in the game. As for web2.o being more than... the basis for my comment is just that, the basis... this too has grown into so much more that you have no choice but to ride the wave. The objective is, not losing who you are or your message as a professional along the way. These are fast changing enviorns. Thanks for commenting! On my way to 6Flags! Thanks Kris, it is a pleasure to have you by! Don't be a stranger... BR

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Business Marketing

Going into digital marketing as a jack of all trades: Yay or nay?

(BUSINESS MARKETING) It may feel tough to decide if you want to be a jack of all trades or have an area of expertise at work. There are reasons to decide either route.

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jack of all trades learning

When mulling over your career trajectory, should you be a jack of all trades or a specific expert, it’s important to think about where you started. When you were eight years old, what did you want to be when you grew up? Teacher? Doctor? Lawyer? Video Game Developer? Those are common answers when you are eight years old as they are based on professionals that you probably interact with regularly (ok, maybe not lawyers but you may have watched LA Law, Law & Order or Suits and maybe played some video games – nod to Atari, Nintendo and Sega).

We eventually chose what areas of work to gain skills in and/or what major to pursue in college. To shed some light on what has changed in the last couple of decades:

Business, Engineering, Healthcare and Technology job titles have grown immensely in the last 20 years. For example, here are 9 job titles that didn’t exist 20 years ago in Business:

  1. Online Community Manager
  2. Virtual Assistant
  3. Digital Marketing Expert
  4. SEO Specialist
  5. App Developer
  6. Web Analyst
  7. Blogger
  8. Social Media Manager
  9. UX Designer

We know that job opportunities have grown to include new technologies, Artificial Intelligence, Augmented Reality, consumer-generated content, instant gratification, gig economy and freelance, as well as many super-secret products and services that may be focused on the B2B market, government and/or military that we average consumers may not know about.

According to the 2019 Bureau of Labor Statistics after doing a survey of baby boomers, the average number of jobs in a lifetime is 12. That number is likely on the rise with generations after the Baby Boomers. Many people are moving away from hometowns and cousins they have grown up with.

The Balance Careers suggests that our careers and number of jobs we hold also vary throughout our lifetimes and our race is even a factor. “A worker’s age impacted the number of jobs that they held in any period. Workers held an average of 5.7 jobs during the six-year period when they were 18 to 24 years old. However, the number of jobs held declined with age. Workers had an average of 4.5 jobs when they were 25 to 34 years old, and 2.9 jobs when they were 35 to 44 years old. During the most established phase of many workers’ careers, ages 45 to 52, they held only an average of 1.9 jobs.”

In order to decide what you want to be, may we suggest asking yourself these questions:

  • Should you work to be an expert or a jack of all trades?
  • Where are you are at in your career and how have your skills progressed?
  • Are you happy focusing in on one area or do you find yourself bored easily?
  • What are your largest priorities today (work? Family? Health? Caring for an aging parent or young children?)

If you take the Gallup CliftonStrengths test and are able to read the details about your top five strengths, Gallup suggests that it’s better to double down and grown your strengths versus trying to overcompensate on your weaknesses.

The thing is, usually if you work at a startup, small business or new division, you are often wearing many hats and it can force you to be a jack of all trades. If you are at a larger organization which equals more resources, there may be clearer lines of your job roles and responsibilities versus “the other departments”. This is where it seems there are skills that none of us can avoid. According to LinkedIn Learning, the top five soft skills in demand in 2020 are:

  1. Creativity
  2. Persuasion
  3. Collaboration
  4. Adaptability
  5. Emotional Intelligence

The top 10 hard skills are:

  1. Blockchain
  2. Cloud Computing
  3. Analytical Reasoning
  4. Artificial Intelligence
  5. UX Design
  6. Business Analysis
  7. Affiliate Marketing
  8. Sales
  9. Scientific Computing
  10. Video Production

There will be some folks that dive deep into certain areas that are super fascinating to them and they want to know everything about – as well as the excitement of becoming an “expert”. There are some folks that like to constantly evolve and try new things but not dig too deep and have a brief awareness of more areas. It looks safe to say that we all need to be flexible and adaptable.

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Business Marketing

Video content rules – but how trendy do you need to be?

(BUSINESS MARKETING) As technology and social media move forward, so do marketing opportunities. Now is the time for video content social media marketing!

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video content

As an entrepreneur, you’ve surely heard the phrase “pivot to video” countless times over the last few years. It’s the path a lot of media companies are on, but even brands that aren’t directly talking about this pivot have increased their video production. This shift stems in part from studies showing users spend more time on pages featuring video content. Social media has also played a significant role, and recently, new social platforms have made the pivot to video even more important.

Snapchat and TikTok are leading the social video sector as emerging social media platforms, but the audiences for these platforms skew especially young. The content on these platforms also tends toward the meme-worthy and entertaining, raising the question: are these platforms a good use of your time and resources? The answer depends on your industry, but whatever your field, you can certainly learn from the pros dominating these new platforms.

The Promotional Angle

One of the primary ways that businesses use video content across platforms is by creating promotional content, which range widely in style, cost, and content, but there are a few strategies that can really help a promotional video succeed.

First, a great promotional video hooks the viewer within the first few seconds. Social media has shrunk everyone’s attention span, so even if your video is on a longer form platform, the beginning has to be powerful. Having a strong start also means that your video will be more flexible, allowing it to gain traction across different platforms.

Audience Matters

What you’re promoting – what your business does and who it serves – plays a critical role in what kinds of video content you make and what platforms you use. TikTok is a lot of fun, and it’s playing a growing role in business, but if your entire audience is age 30 and up, there’s not much point in trying to master the form and build a viewership there. You need a sufficient youth-heavy market to make TikTok a worthwhile investment, but Snapchat, which also serves a youth-heavy market, might be a different story.

Even if you don’t intend to make heavy use of Snapchat, the platform recently made a big splash in the video sector by opening up its story tools to other platforms. That means businesses will be able to use Snapchat’s tools on platforms like Facebook and Instagram, where they may already have an audience. It will also make crossover content easier, allowing you to maintain consistent branding across all platforms. You may never download Snapchat proper, but you may soon be using their tools.

It’s All About Strategy

However you choose to approach video content, the fact is that today video is a necessary part of your content marketing strategy. In part this is because, while blogs aren’t going anywhere, and short-form social media is definitely ascendant, both make use of video, but that’s not the only reason. Video is so powerful because it’s deeply personal. It makes your audience feel that much more closely connected with you and your brand, and that alone is enough to change buying patterns.

Another key advantage of video is that, consumers genuinely enjoy well-made videos. Unlike blogs, which most users will typically only seek out if they need information, there are brands out there who are known for their video content. They’ve found a way to hook viewers and make them feel like they have two products: entertainment and whatever it is they actually sell. You, too, can do this with enough creativity and today’s social media tools.

It’s critical that you don’t let your brand fall behind on video right now, because if you even stop for breath, you will be left behind. As TikTok and Snapchat have made clear, video doesn’t stop for anyone. At this point, video isn’t the future of social media or ecommerce – it’s the present.

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Business Marketing

How a Facebook boycott ended up benefitting Snapchat and Pinterest

(MARKETING) Businesses are pulling ad spends from Facebook following “Stop Hate for Profit” social media campaign, and Snapchat and Pinterest are profiting from it.

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Phone in hand open to social media, coffee held in other hand.

In June, the “Stop Hate for Profit” campaign demanded social media companies be held accountable for hate speech on their platforms and prioritize people over profit. As part of the campaign, advertisers were called to boycott Facebook in July. More than 1,000 businesses, nonprofits, and other consumers supported the movement.

But, did this movement actually do any damage to Facebook, and who, if any, benefited from their missing revenue profits?

According to The Information, “what was likely crumbs falling from the table for Facebook appears to have been a feast for its smaller rivals, Snap and Pinterest.” They reported that data from Mediaocean, an ad-tech firm, showed Snap reaped the biggest benefit of the 2 social media platforms during the ad pause. Snapchat’s app saw advertisers spending more than double from July through September compared to the same time last year. And, although not as drastic, Pinterest also saw an increase of 40% in ad sales.

As a result, Facebook said its year-over-year ad revenue growth was only up 10 percent during the first 3 weeks of July. But, the company expects its ad revenue to continue that growth rate in Q3. And, some people think that Facebook is benefitting from the boycott. Claudia Page, senior vice president, product and operations at Vivendi-owned video platform Dailymotion said, “All the boycott did was open the marketplace so SMBs could spend more heavily. It freed-up inventory.”

Even CNBC reported that Wedbush analysts said in a note that Facebook will see “minimal financial impact from the boycotts.” They said about $100 million of “near term revenue is at risk.” And for Facebook, this represents less than 1% of the growth in Q3. However, despite what analysts say, there is still a chance for both Snapchat and Pinterest to hold their ground.

Yesterday, Snap reported their surprising Q3 results. Compared to the prior year, Snap’s revenue increased to $679 million, up 52% from 2019. Its net loss decreased from $227 million to $200 million compared to last year. Daily active users increased 18% year-over-year to 249 million. Also, Snap’s stock price soared more than 22% in after-hours trading. Take that Facebook!

In a prepared statement, Chief Business Officer Jeremi Gorman said, “As brands and other organizations used this period of uncertainty as an opportunity to evaluate their advertising spend, we saw many brands look to align their marketing efforts with platforms who share their corporate values.” As in, hint, hint, Facebook’s summer boycott did positively affect their amazing Q3 results.

So, Snapchat and Pinterest have benefited from the #StopHateForProfit campaign. Snapchat’s results show promising optimism that maybe Pinterest might fare as well. But, of course, Facebook doesn’t think they will benefit much longer. Back in July, CEO Mark Zuckerberg told his employees, “[his] guess is that all these advertisers will be back on the platform soon enough.”

Facebook isn’t worried, but I guess we will see soon enough. Pinterest is set to report its Q3 results on October 28th and Facebook on the 29th.

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