The Big “WOW”

– Posted on Jun 04, 2010 by Margie

Oftentimes when I speak in front of groups or with my Broadcast clients I ask them, “What is your big WOW?” That question can be applied to your personal “big WOW” or your organization’s “big WOW.”  

To succeed in this world full of distractions and new competition how are you remarkably different?

Here are some simple ways to determine your “Big WOW:”

  1. Are you as an individual special? List what makes you truly different
  2. Are you as an employee special? List what makes you truly different
  3. Are you as an organization special? List what makes you truly different
  4. Are you as a provider of information to your customers/viewers special? List what makes you truly different

These are not easy questions – for best results, be brutally honest.

Now, the tough part. Go ask your friends, co-workers, clients, viewers/users the same questions and see what you get. Is there a match?

Remember, perception is reality. If aligned, you are doing great! If not what are you going to do to change? Your friends, co-workers, clients and viewers aren’t going to change to match you! Either really let us know and feel your “big WOW” or find it. As Seth Godin in The Purple Cow said, “Transform your business (and yourself) by being remarkable.”

OK, time to put my words into actions (SCARY!). What do you think is my “big WOW” as an individual, as an organization and provider of information? Please tell me how you think I can become REMARKABLE. Post your comments here.

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“Crisis” or “Opportunity”

– Posted on May 24, 2010 by Margie

Attended BIA|Kelsey’s “Digital Strategies for Broadcasting” last week. There was optimism regarding the continued strength of TV and Radio as you would expect but also many stats regarding the changing consumption of media by consumers and the shifting of advertising dollars to digital assets. Again, no surprise there.

The big takeaway was aggregating content across all platforms and connectivity to consumers is the new currency. You must marry your audiences with your advertiser. Broadcasters must FOCUS ON CUSTOMER (advertiser, listener, viewer, user, reader, consumer) SUCCESS! They actually said those words!!

Some highlights of interest:

  1. Hyper-Local community websites can produce nickels but the nickels roll up to significant revenue. The use of highly trained telemarketers has helped produce significant revenue according to Colleen Brown, President and CEO, Fisher Communications. The sites allow advertisers who cannot afford TV to advertise effectively and efficiently creating a new revenue stream. She has partnered with DataSphere. One Producer oversees 15 sites and they also depend on UGC. Here’s a link to their community sites in Seattle.
  2. Mobile is the big disruptor and there are many aspects to mobile – mobile TV, mobile radio, SMS, MMS, Apps, etc. This is truly one-to-one connectivity with the consumer and possibly the best brand extension device we will see in the near future.
  3. It still remains- content is king and meaningful distribution of that content to the consumer is key. Develop alliances to collect great content and Fred Fourcher, president-CEO of Bitcentral, suggests cooperating with fellow broadcasters to accomplish this. Why go it alone or duplicate efforts?

There was more of course. If you have specific questions regarding the conference or how I can help your organization develop and implement a Digital Strategy let me know. A lot to be done but this “crisis” is really an “opportunity.”

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Talk “To” or “With” Your Audience?

– Posted on May 14, 2010 by Margie

One frequently asked question I get from broadcasters is, “Why do I have to participate in social media? I have my hands full with doing broadcast right? Plus there’s no money in it.”

Sounds valid but here’s a video you may want to watch and I’ve listed just a few of the statistics of possible interest:

  1. Over 50% of the world’s population is under 30-years-old
  2. 96% of them have joined a social network
  3. Facebook tops Google for weekly traffic in the U.S.
  4. Social Media has overtaken porn as the #1 activity on the Web
  5. If Facebook were a country it would be the world’s 3rd largest ahead of the United States and only behind China and India
  6. The fastest growing segment on Facebook is 55-65 year-old females
  7. What happens in Vegas (or on your station) stays on YouTube, Flickr, Twitter, Facebook…
  8. The #2 largest search engine in the world is YouTube
  9. Wikipedia has over 15 million articles…studies show it’s more accurate than Encyclopedia Britannica…78% of these articles are non-English
  10. Because of the speed in which social media enables communication, word of mouth now becomes world of mouth
  11. If you were paid a $1 for every time an article was posted on Wikipedia you would earn $156.23 per hour
  12. 25% of search results for the World’s Top 20 largest brands are links to user-generated content
  13. 34% of bloggers post opinions about products & brands. Do you like what they are saying about your brand? You better.
  14. People care more about how their social graph ranks products and services than how Google ranks them
  15.  78% of consumers trust peer recommendations
  16. Only 14% trust advertisements
  17. Only 18% of traditional TV campaigns generate a positive ROI
  18. We no longer search for the news, the news finds us.
  19. We will no longer search for products and services, they will find us via social media
  20. Social Media isn’t a fad, it’s a fundamental shift in the way we communicate
  21. Successful companies in social media act more like Dale Carnegie and less like Mad Men Listening first, selling second
  22. The ROI of social media is that your business will still exist in 5 years

 HubSpot CEO, Brian Halligan, thinks that questioning the ROI of Social Media is akin to questioning the ROI of putting on your pants in the morning (you just have to do it).

Broadcasters – you will not change the world. The world has already changed. You used to be able to talk “to” the audience but now you must talk “with” the audience. You have a golden opportunity. Social Media is not a threat. Talk “with” us!

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