February 15, 2010 107 Comments

Custom Is Everything- Do You Agree

One of the areas where social media will excel is in the opportunity to make things our own, to give them our own look and feel. Remember when you got your first personal computer? Remember changing the background picture? Remember when you could change the theme? The world is pushing further and further into a desire for customization, and I think social media gives us a chance at custom communication/interaction.

The photo above are Disney’s Vinylmation toys (note: Hanes brought me to Walt Disney World for an event, but I wasn’t paid by Hanes or Disney for any of my thoughts on their workings or properties). I thought the toys were really clever, but then I found the do-it-yourself ones. Those really caught my eye. Because once you see what others had created, your next thought (or mine, at least) was, “well, what could I do to make it look different?”

Social media allows us to customize our communication. I can talk directly to Jon Swanson, and not to preachers. I can have conversations with Glenda Watson Hyatt and not just people interested in accessibility. That means, if interested, I can talk specifically about things that matter to them, and not to crowds.

Custom is everything.

Look at these flowers. The Disney Imagineers made them for the Hanes event:

They’re made out of socks. First, it’s cool because they look like flowers. Second, it looks like a fun craft you could do with kids. Third, it’s something that didn’t have to be there. And yet, because it was, the dinner looked custom to the rest of the Hanes Comfort Crew and me. Disney SAW us. They knew we were there.

Custom is everything. Do you agree?

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stuartcrawford

Chris, I couldn't agree more with you. Especially in today's online world. Customization is the key, content is still king but to me at least it must be presented in a customized fashion. WordPress, Joomla and all these template solutions are great and easy for the average web enthusiast However many of the same templates are showing up all over the place. We need to get back to expressing ourselves.

Cheers

Stuart Crawford
Calgary, AB
http://stuart.calgarybloggers.ca

Xoeoriginal

Yes, being original bring good good happy,healthy sucess…. for all.

karlschnell

Right Chris. Customizing towards our clients is what sets us apart. It show's them that we're listening!!!
http://twitter.com/derekbarney Derek Barney

One of the great things is that you CAN customize Facebook. Developing such customization can mean you have to hire a professional, but you will get the custom look and messaging you need, rather than going with the standard template. Great comments from everyone!
http://www.facebook.com/michael.durwin Michael Durwin

It's funny that you posted this today. Over the weekend I wrote a post railing against the idea of Best Practices as a cookie cutter-solution (http://www.mdurwin.com/2010/02/why-best-practic…) that wouldn't fly with consumers anymore. Users expect a personal engagement these days and there are too many opportunities for competitors to stand out by doing something special for any brand to ignore.
Certainly there are those who don't care about a custom or personalization opportunity but as Mason says, giving the choice is what it's all about. The idea of custom is not just for user engagement. I'm often asked by clients if I adhere to Best Practices. I do not. For every client I reinvent the wheel. As was mentioned on my blog, how do you stand out if you follow the standard. Is it risky? Yes. Is it necessary? Hell, yes.
stanphelps

Chris,
What an extra special signature custom touch by Disney with the flower socks. Not everything needs to be custom. Sometimes that little unexpected extra can make all the difference. That's the power of lagniappe.
Best,
Stan
PS – Enjoy your 'Mardi Gras'.
http://linkedin.com/in/kristindziadul Kristin Dziadul

Our economy in general is moving from the generic corporate world to a more entrepreneurial mindset. This goes along perfectly with customization and individualism. Today people want to make their own destiny and stand out from the crowd. Social media is a great way to do this, I have been doing it for myself and I truly love it.

Xoeoriginal

That’s me all the way, in everything I do. that statement is very Original!!

http://linkedin.com/in/kristindziadul Kristin Dziadul

Our economy in general is moving from the generic corporate world to a more entrepreneurial mindset. This goes along perfectly with customization and individualism. Today people want to make their own destiny and stand out from the crowd. Social media is a great way to do this, I have been doing it for myself and I truly love it.
http://linkedin.com/in/kristindziadul Kristin Dziadul

Our economy in general is moving from the generic corporate world to a more entrepreneurial mindset. This goes along perfectly with customization and individualism. Today people want to make their own destiny and stand out from the crowd. Social media is a great way to do this, I have been doing it for myself and I truly love it.
http://desaraeveit.com/ Desarae A. Veit AKA DesaraeV

I agree 100% customization is important. Filling out your bio makes a page feel like its your, helps search engines find you, and gives your “New friends” a little more insight into you. Customizing a background shows people more about YOU, how artistic you are etc. On facebook groups using FBML allows your company to really set up a page that people can interact with, you can choose the landing page, even let people shop or add a contact form to your business page. The possibilities online are nearly endless.
andykoehn

Ya' know I DO think it's everything but I'm missing how it applies to social media. Are you saying we should customize our message, blog, site, whatever to our potential clients? I get that…nothing new there…but I have a hard time doing it on an individual basis. Or…are you saying our clients should be able to customize what we offer? I'm not trying to be difficult…I promise. Just a little confused. (And I'm sick in bed so this might not be as clear as I would like. No rest for the wicked;)
andykoehn

I like what you wrote here…and it helps clear up a question I just posted in response to this article. “Choice” is more doable in the SM world I think. I was/am just a bit unclear as to how we customize to our clients. Giving them choices…I like that. Thanks!
geofffitch

I agree. I would like my custom version of the blog post entitled “Custom is not everything.”
http://www.stephaniessmorgasbord.com/ Stephanie Merchant Johnson

Yes, I totally agree! As an artist (as well as a writer), I market my CUSTOM cakes and murals because I rely on people wanting a one-of-a-kind item. People can see how to “make it their own.” Knowing they're purchasing something that no one else has makes it a unique item and helps justify the price.
http://www.responderx.com ChrisDonaldson

Customization is certainly important. It's good to give the customer choices – undoubtedly. But there's also the caveat: you can't be all things to all people. And many businesses have failed that have tried.

Michael Gerber discusses this in his great book for small business, eMyth, and uses franchises as an example: if you were to buy a franchise you're likelihood of success is far far greater than if you start a company off the ground. Why? Because the product is a business model. One that is fairly standardized with little room for customization.

Disney understands this perhaps better than anyone. What appears 'custom' is actually relatively minor to the grand scope of their endeavor, and added at the last moment before the customer/audience sees it. This makes it no less significant or no less important (I'd argue that's where the genius lies). But be careful running around customizing solutions, especially if they have nothing to do with your core business.

Just a thought.
http://twitter.com/mckra1g mckra1g

I think that key to your post was the “I see you” aspect of customizing as it relates to social media.

You, as an individual, were able to speak directly with the people you cited, but the “value-add” was their return communication to you. You made it worth *their* while because you approached them with something that would be of benefit to them, because you had been paying attention to their needs.

In a similar way, Disney was open to making things relevant to the people who attended their event, because they were listening.

Social media comes down to respect and reciprocity. By engaging those two elements, expansion of ideas and benefits to both/multiple parties is made possible.
http://twitter.com/ginarafkind ginarafkind

I agree. When you make something custom for yourself, it displays your uniqueness, when you create something custom for someone else, you're allowing their uniqueness to shine through. When I create custom essential oils blends for my customers, each scent is unique depending on what's going on in that person's life (their uniqueness) and then the way I create the blends brings into play my uniqueness so no two blends will ever be the same. Wow, this topic can go on and on…pretty cool point.
thanks!
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http://www.dogwalkblog.com/ Rufus Dogg

Most insightful observation of all: “…it’s something that didn’t have to be there. And yet, because it was, the dinner looked custom to the rest of the Hanes Comfort Crew and me.” Most differentiators are things that consumers tell you are not important, like the packaging or the color or the extra light or knob. Yet that is what gets them to take notice. Disney understands that people buy with their hearts and justify that expenditure later with their head.
hajjumrah

Life is nothing really but your story and mine. Its a “tale told by an idiot full of sound and fury signifying nothing.”
http://twitter.com/avigirl Avi H

Customisation and putting your own stamp on the tools available lend to the personality of the brand and as you said, does not have to be there, but brings a value add for in the end, it tells me that you did indeed care enough about my experience and also that you are passionate about what you're peddling. I want to hear from someone who really is gung-ho about what they are doing and take some pride in it, and not just doing it for doing it sake. The arrangement is unique and clearly indicates time was taken to think about the people at that table. Very cool.
http://www.touchpointcity.wordpress.com/ Vince Giorgi

Great post, Chris. One of those seemingly little moments and observations that drives home a big, important point. Agree custom is very important, but to say it's “everything” makes one wonder if there's not something even more fundamental.
At risk of getting too philosophical…

If custom is something we do to create or present an experience that makes another feel special, valued, welcome — as Disney did with you and your friends from Hanes — then is there something even more fundamental that first had to take place. Did Disney first need to have a moment of recognition, a flash of insight, to decide what sort of custom experience would be seen as relevant, engaging and touching by their visitor.

If Disney had hosted a convention for the Sock Manufacturers of America, those centerpieces might have been just as relevant and effective. So maybe it wasn't so much that they customized an experience for a small group or a single person. Maybe it's that they recognized the opportunity to create an experience that would resonate and be relevant with a certain persona or type of person.

It's kind of that way with a lot of the content marketing work we do. If we create a blog, a Web site, a custom magazine or some other channel or experience. And if a certain group of people — maybe a few, maybe hundreds of thousands — discovers and embraces that channel or experience as especially relevant and useful to them. Then it wasn't so much that we customized the content as we recognized and responded, in a targeted way, to the needs, motivations and interests of a certain type of person.

Difference without a distinction? Am I onto something or simply on something?
shaunrsmith

I disagree.

I think it depends on your personality and preferences.

I largely want things to work out of the box. If I have to put time into customizing (for example, to use certain websites, you have to lay out the data yourself), I'll usually go elsewhere. There are so many great products out there that are well designed and effective – why should I spend my time doing their work? I would never purchase a Design-Your-Own Mickey toy. I would not want to spend my time on that – not interesting or important to me. I want Disney to design something cool that I'll buy.

However, I can see for other types of people with different personalities – custom everything would resonate.
http://subject2.com Nick Johnson

I'm a little behind and just now catching up to your posts Chris. I like this one particularly because you're right on point. With all that is available to us in our blogs and different social media platforms, the 'Easy Button' to customize and reflect who we are is great.

Imagine how boring Twitter would be if we all had the same 'ol boring backgrounds and couldn't customize or maximize the bio area.
http://goldmap.blogspot.com/ aria

custom design is important but not everything. content is everything. custom design will show my personal identity and it's good.
livjon

One has to find positives always. That is the way customisation can be viewed. Trying to be more conventional will make things boring. Without those flowers one might find table empty.
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