While Others Paint the Trim

March 25, 2009 · Comments

pirate ship ablaze I don’t have much use for case studies. Or rather, I collect them, but mostly to show other people. It’s not that they’re not useful. Instead, I just find that lots of people use case studies as excuses or defense to show the boss instead of as learning tools to better align their strategy. You might use yours just right. I use mine as springboards to build and plan.

In conversations with larger organizations lately, the tone is very similar: social media is another tool we all agree is swell, now how are we going to use it to improve business in some measurable and obvious way? That’s it, friends. That’s the sound of several larger companies saying, “We’re in, now what?”

They want actual strategies with definition and detail. They want a better understanding of how the tools go together and which ones will make the best impact for their business goals. They want a whole lot more than “you’ve gotta get on Twitter,” and they want it to demonstrate impact, but have a path for sustainability. They want it not to be an island, but to be tied logically back to the right parts of the business.

That’s just for starters.

The shine is off. We are in the “prove it” phase of social media. Though it’s still early days in oh so many ways, it’s also far past the time to tell folks that a blog will save their business.

You don’t have to be in the social media business. There are plenty of great businesses out there that work just fine. I met a guy on the phone today who proved to me that he can put anything on the front page of Digg organically. Top notch. He proved it to me, instead of telling me about how cool he was.

I’ve been meeting with really cool interactive agencies like Zemoga and experience marketers like GamePlan, and I’ve been studying models like Federated Media. I am looking at how we will make the next moves, and what we’ll be able to do for these companies, should this be a goal.

Here’s one hint: social media isn’t a PR tool; it’s not a marketing tool ; it’s a communications tool and a media making/distribution tool set. And further, it’s not the only way to the finish line out there. It’s about working on the larger need and then using the tools judiciously.

I am captain of a very small pirate ship. We aim to work in the service of companies who can no longer wait for their fleet to hold their tea ceremonies, shine the brass, and paint the trim. 2009 is a down and dirty year for budgets, and a down and dirty year for building market value. I aim to help people execute.

Now that I’ve rattled my saber for a bit, I’ll give you something to gnaw on in an upcoming series of posts. Look for five posts all labeled “Pirate Moves” in the coming days.

Photo credit paulmannix

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  • I too believe we are in the "Prove It" phase of social media. On the internet it's easy to brand yourself as one thing, and most people offer very little proof that they can do what the say they can do. Pretty soon you look at all these people who are doing practically the same thing and you ask yourself, "Are they truly good at what they do?"

    After all, when you have developed online relationships with so many people that claim to do the same thing you begin to think wonder who among your Twitter followers is the best for the job and very often that isn't the one who has the most followers.
  • I agree with much of your post, however, I love case studies. I also like looking at social media technologies from a populist platform. These tools exist, let's get small businesses using them ... let's level the playing field with corporate America.
  • Douglas Tindal
    Chris, I wonder if you could unpack this a little bit: "Here’s one hint: social media isn’t a PR tool; it’s not a marketing tool ; it’s a communications tool and a media making/distribution tool set." I agree with some others that this is the nub of your excellent post, and I'd like to hear a little more about what you mean by it.
  • Greetings Chris,

    I work under the black flag of Brains on Fire, where we actually fly the skull-and-crossbones when we join forces with a new client. And your post is interesting to me.

    I think it's important - now more than ever - to have accomplishments that your company can point to that actually moved the needle for your client. Proof. No more talk. No more "I spoke here." No more "I have a top 50 blog and X followers on Twitter." And case studies do that. They are proof. They show process. They show what you do actually works - over and over and over again.

    Take a cross-section of your followers and you'll see the word "expert" liberally used. But then if you ask them to show you what they've actually done, they freeze. Because if you look beneath the surface, there's nothing.

    We use social media as a tool here. But we use it keeping in mind that 92% of word of mouth happens OFFline. Like you said, it's one cannon on the boat - not the boat itself.
  • Chris,

    Exactly right. It is a communication tool, with several potential functions (including media creation and distribution) that are about as endless as iPhone apps. But what really resonates here, at least for me, is that social media is less a finish line than maybe a starting line.

    It's what people do with the content or because of the content that makes the real difference. Did it change their opinion or prompt them to take action? Did they become more engaged or more loyal or more ... whatever?

    Sometimes I think of social media in terms of real world analogies and makes so much more sense to me. For example, I can have a class of 20+ students listening to me on how they might write a better release. But I really don't know if my words had any impact until they turn in assignments toward the end of the class. Then, it's all too apparent which were influenced and which had simply opted to watch me as opposed to whatever hit show was playing on Thursday night.

    All my best,
    Rich
  • West
    Chris, really good take on the subject. However, understanding the difference between social media and enterprise driven social networking is key: Social media focuses on the various tools and processes leveraged by enterprise to build B2C relationships, i.e., enterprise driven social networks. That's the easy part, the challenge comes in figuring out how to engage, and keep the customer returning to the community: Spin (a social strategist best kept secret), "collaboration" and compelling content.
  • Bill Hanifan:

    "Funny thing about the clients we serve. They want case studies and evidence that we are credentialized in order to feel comfortable selecting us to assist them with a project. At the same time, the clients want help in an area where they must know very little hands-on experience exists."

    Bill, Thank you! That in a nutshell explains the challenge we are facing everyday when approaching companies. The majority of our business targets are in Silicon Valley.

    We perform workshops and public speaking in the Valley and it is shocking to see the following:

    1. Lack of understanding how social media is the differentiating factor many businesses are constantly seeking yet unwilling to adopt.

    2. The massive wave of people branding themselves as "social media experts" who do not write a blog, have minor presences on Twitter-Facebook-Linkedin, or who still produce "hard sell" tactics thinking that is the tone and strategy behind social media

    3. Companies considering adoption, who understand this is an ever evolving field, insist on "evidence" or "proof" that there is a successful case study chronicling exact ROI performance for any social media strategy or tool they review.

    When faced with this type of push back, it feels like you are Columbus and the world is round while the rest of the world you wish to consult with lives in a flat world.

    Very interesting challenges ahead!
  • Ahoy Matey! For the most part I agree with your post. I am soooo glad to see that you and others agree that social media outlets are "tools" and not entire marketing strategies unto themselves. But I'm interested in your remark to another comment in which you said, "Marketing works great in social media." Can you expand on your view on this?

    While we're considering social media as tools for marketers to use, I think we need to also revisit what, how and to whom we are saying it as well as how we're listening (or not). I firmly believe that much of traditional marketing has been focused solely on the key messages for the product or company. These come out in print and online advertisements, commercials, radio spots, billboards, brochures, websites, tradeshow booths, press releases, etc. Personally, I've learned to tune all of these things out and I'm starting to get tired of reading these marketing messages in the forums and social networking sites I belong to. I'll be happy when someone develops a social media spam filter!

    I consider myself a conversation marketing professional and believe companies need their traditional marketing messages and collateral, but they need to move toward a 2-way conversation about the problems and the industry directions that will solve those problems with their customers and prospects. Social media tools are terrific in this capacity.
  • I look forward to the upcoming series....
  • Chris, I have been hesitant to adopt and honestly quietly critical of all the social media job titles that have cropped up overnight. You're right, social media is a tool, just like direct mail or a user conference. But the buzz has turned a tool into a career path -- SM headhunters, SM web designers, agencies now have social media departments and experts that swoop into client meetings. I admit it was tempting, but do we need to put it in perspective, will clients embrace social media as part of a marketing arsenal and not a silver bullet. I stand fast that social media has not usurped the holy grail of branding, it's a tool to enhance it.
    thanks,
    www.twitter.com/bcavanaugh
  • Guess I'd hope for a preview before posting unmatched tags in a comment widget!!
  • I so could not agree more. And given your reputation and following, I applaud your <blockquote cite="We are in the 'prove it' phase of social media".

    Action. Action. Action. Enough with "how cool is that."
  • I agree that a lot of time is wasted trying to prove that something can be done versus just going out and doing it. Planning is important however it these times by the time the plan is completed the world has already change enough to make the plan no longer relevant. I look forward to learning some of these "Pirate Moves".
  • I can't agree more with this post. It certainly is time to quit using generalities when discussing social media. Twitter is a far removed concept for many small businesses, but show them how it is working for a competitor and game over.

    Always insightful Chris.
  • Chris,

    Funny thing about the clients we serve. They want case studies and evidence that we are credentialized in order to feel comfortable selecting us to assist them with a project. At the same time, the clients want help in an area where they must know very little hands-on experience exists.

    Many providers slap together case studies to build confidence in concepts that are on the rise, when in fact they have no clients themselves. Example: I've seen Comcast mentioned several times in published articles for their use of social media. When everyone cites the same example, it screams that there aren't enough to go around.

    Clients would be better served if they aligned themselves with those, like yourself, who are learning, listening and doing. And providers would be better served if they spent less time on their capabilities powerpoint and more time learning what it takes to help our clients.
  • Couldn't agree more Chris. A phone is a phone is a phone...and these platforms are but what we do with them. A poet can work her craft here just as effectively as a marketer. And yes the strategy must supersede the engagement within the platforms or it quickly degenerates into nothing but wheels spinning in the mud.

    The value of the participation is not to be questioned. I can let folks know on twitter about a blog post and soon see visits lighting up the woopra map from every corner of the world. OK, that's pretty cool. But so what? Are those folks developing through the encounter in a way that changes things? Is there real currency in the exchange? Hugh MacLeod made an interesting point at the final sxsw panel: that there are many forms of currency, not just money. Relationships and the access they provide is another type.

    The funny things about sxsw...while much of the pirate crew was deep into the rum, some of us were able to find real treasure.
  • So are "Pirate Moves" the next "Night Moves?" You know the song by Bob Seger? http://www.lyricsfreak.com/b/bob+seger/night+mo...

    I see a song in the making here. Chris, get your guitar and rock on.
  • I can't help but think you were onto this more than a year ago, babe: http://www.chrisbrogan.com/a-sample-social-medi...

    Clients hire gunslingers because clients don’t know the right gun for the job, but gunslingers do because they’re shooting somebody every day.

    Social media tools and tactics are evolving at a blistering pace, making it a challenge [read: a real job] for practitioners to stay on top of the best tools for the job at hand, especially considering the breadth of applications for Social Media.

    Last night I happened to catch an old Radiolab piece where Robert Krulwich explored the Placebo Effect and how the power of suggestion combined with context can cause people to feel better or worse. The most important component to instilling this effect is the level of confidence with which the doctor identified the patient’s condition.

    Consider that for a moment. With thousands of years of medical information at a patient’s fingertips, providing them with any number of diagnoses for their problem, it’s the simple, firm assurance of their family doctor that begins the process of feeling better. This is a field that experiences dramatic technological advancements during a practitioner’s average career span.

    So, know your tools; know you’ll be challenged; know you’ll make mistakes, and know you’ll never stop learning.

    Gain an understanding of your client’s expectations as soon as possible, and then align and adjust them accordingly depending on the tools available.

    Carry yourself with confidence at all times, and know in advance that you can’t please all of the people all of the time.

    http://www.wnyc.org/shows/radiolab/episodes/200... - Radiolab
  • Thanks for starting the thought process, Chris. It seems to me that if companies could see social networking as a logical extension of the old one-to-one marketing concepts, justification (and execution) wouldn't be an issue. Technology has enabled companies to do what they have been saying they wanted - create individual relationships. Perhaps the prospect of this reality is overwhelming? Is this a "careful what you wish for" situation? I think this may be why small companies and individuals are benefitting the most from social media.
  • I've been giving more and more talks to groups of all sizes and different industries about what these tools are about and how to apply them. I tell them up front they're primary concern is doing something that has relevance to their target market. They have to be useful, they have to be able to tell their story and differentiate themselves from their competition- sometimes these tools can help. Talking to a group of physical therapists yesterday, we were talking not only about competitive advantage, how to listen and participate- but how to make sure their clients understood the progress they were making and why it was important. Especially in the health field, where progress is not instantaneous and people lose sight of goals, tracking information and sharing it with patients and therapists has the potential to make the process of PT more rewarding for both sides of the equation, just as an example.

    We're past the Gee Whiz phase. Now it's time to connect the dots, and show how good content drives traffic, but also lets you tell your compelling story.
  • I see your saber and raise you one lightsaber :P

    The biggest problem I've found so far with social media is that the executives in charge of marketing for many companies simply arrive bringing nothing to the table. If they won't engage their audience what do they really expect?
  • I've been thinking along the sames lines myself that Dean Guadagini and Susan Hanshaw that "social media needs focused “targeting” and measurable ROI methodology" to be tested and developed so that one can point to a collection of data & results in order to tweak for better results.

    I like the start of this conversation, and I am looking forward to reading your "Pirate Moves".
  • Rattle away, Chris.

    It matters little what we've either done for another client or how impressive our portfolio is. No two challenges to any brand (or brands) are exactly the same and the experiences, and indeed social media, prescribed to address those challenges change with the situation, ambience and opportunity. Sure, a track record is important, references help and a quick story or demo help set the confidence. I simply see that today's audience requires agility and certain strengths to effectively build engagement and achieve "effective marketing", not a shiny book or comps.
  • @Steve - I think you read my post wrong. I think it's tools period. HOW we use it is up to us. Marketing works great in social media. If I felt otherwise, I'd be putting myself out of a job.
  • Chris,

    This is a wonderful post in many ways. For me the best take away:

    "Here’s one hint: social media isn’t a PR tool; it’s not a marketing tool ; it’s a communications tool and a media making/distribution tool set."

    The idea that many of "us", social media strategists-consultants or evangelists, have mislabeled ourselves as "social media marketers is a revelation.

    Susan Hanshaw, my business partner and a veteran executive in the direct marketing industry, has always supported the idea that social media needs focused "targeting" and measurable ROI methodology in order for companies to understand the benefits and a future path.

    We both look forward to your coming series. We are believers and evangelists of the power of social media. It's now time that we all move into the next phase--the teen age years? Thanks Chris!
  • Good article - not everyone understands it the way you do. I appreciate your insight.
  • Great post Chris. I look forward to the future posts in the series. I agree that most people are in the 'prove it' stage of social media. I'm in the process of putting together a presentation on social media for folks on my campus and how it can benefit their service area. Everyone is looking for ways to achieve their goals and I do believe that social media has a role to play in that.

    Thanks again for the post.
  • Chris, I am sure you agree that social media is also a business tool. Additionally, I find it very difficult to understand why you believe it is not a marketing tool. The nature of marketing is changing, no doubt - but the art of consideration will always apply.
  • Chris, thanks for sharing. I agree - the beach head has broken and companies realize the sustainability of the new media world and must understand how to leverage it. I think companies that are able to show measurable results through data analysis will begin to lead this brave new world. Companies like ShareThis, Kyte, & Radian6 have some interesting tools that can help prove to these companies the effectiveness of social/interactive media.

    Always appreciate your insight and thought leadership.

    Cheers,
    jc
  • Obviously, you don't know me. However, I always enjoy your posts, including this one. You are a very intelligent person. You "get it". Social media, to me, is simply the old-fashioned way of building a business - moved into the internet century. I've been in business 34 years and always built my businesses by client-interaction. Business doesn't buy anything. People buy things. People build trust. No matter the business you're in, you're still in the people business. Thanks for your great insight and the articles you write.
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