In South Korea the word Netiquete (Net-tea-ket-ti) is a term and theme song introduced into the country's elementary educational environment. Netiquette! is described as proudly balancing your addiction to the internet.
Source: Frontline Digital Nation (watch it on Netflix)
If your product isn't the best in the market, there are two roads you can choose:
1. Make a better product than your competition. 2. Create character, or a different product experience.
Not being first comes with total permission to do great things. You're not bound by the clear tracks of success, leadership, and comfort that comes with being first or the best.
Character is the brand's personality, it's soul. Usually it comes into play through in the experiential purchasing process. The industrial design, the online store expereince etc. Think Apple. Or the experience you get from booking a trip on Priceline vs. going to AmericanAirlines.com.
What else comes with your product that helps you evolve your character's personality?
However you decide to go up against that market leader I ask you to please remember one thing— the value of being second, third, fourth or fifth is that you have the opportunity to be different. Technology today makes it so much easier to bake-in the difference.
The challenge is making that difference obvious to everyone. Because if you don't you're gonna have to be happy with the standard, not-so-different kind of results.
Lay it down on Like If you're trying to build a brand relationship, stop putting your dollars into driving click-throughs. Instead, I'd put all my money on driving Likes. In the long run you'll have more fans—people who actually want to hear what you have to say.
What do you think motivates you or your employees to go to work in the morning? Pick one of the following:
A) Honor: honesty, fairness, or integrity in one's beliefs and actions B) Reward: something given or received in return or recompense for service, merit, hardship, etc.
Which do you think motivates people the most in the short term? And in the long term?
I recently got back from a trip to Japan—a culture and heritage based on honor instead of reward. In Japan, it's considered rude to tip your waiter, the door man, even your assistant. Why? Because it's embarrassing for them to think they dishonored you by not doing their job well.
While in Japan I had the best food and hotel service of my entire life and I was treated with the upmost respect from the moment I landed till the moment I left—even at the airport. I think it's because of the culture of honor.
Most people, owners, and companies build a culture based on rewards and forget the value of building a culture based in honor. And that's a huge difference.
In the long run, people being motivated by honor will always surpass the results of those being motivated by reward.
FourSquare has added a few new features to their localized check-ins. Whoppie! Do you even care?
Almost 1 million users do.
FS now allows iPhone users to comment on their friend's locations. What makes this great is that it enables us to have smaller local social network that allows us to have conversations at a sub-level from the mainstream.
Here's why I think FourSquare works the best (right now) For most of us our Facebook status updates reach a few too many people, so we rely on TXT Messaging still as out most personal and private form of communication.(I wish I had the link to credit this. But I don't).
Facebook places and things like Google Buzz are all broadcasting to a larger, non local audience. FourSquare is almost entirely local and far less mass. Right now it's like private writing on the wall. It works at the sub-network level. Your friends, people and brands near you. You actively allow them to add (virtually speaking) their own commentary on top of your physical position in the real world.
Who knows what to call it. There are a lot of names floating around on what to call this Foursquare related hoopla. Do we call this a social location network? Mobile-Social Media? I'll let you decide.
But of course the main reason it's getting mentioned is because it was simply FIRST. Either way, your Mom doesn't know about it, and doesn't care about it.
It's just a thought.
I thought you might want to also check out other mobile social networks I've played with. More stuff your mom doesn't know about, And if she did, it would give her a small heart attack.
Conan and his writers have always done a brilliant job at placing the promotion at the center of the joke-that's why it works. So well in fact that they can actually run it or push it more because it simply doesn't suck.
The writers and creators of the promotion certainly understood that it didn't have to be just an ad, instead they made it a bit. So, now you know how to integrate a great promotion,and knowing is half the battle.
The device is the medium So what exactly is the new medium? It's not just digital. And it's not the mobile internet. It's the device.
Marshal Mchulan (generally) once said with new mediums comes new obsessions.
When the radio was invented people listened for hours, when the television broadcasted live to our living rooms we tuned into the tube, and when the internet was created we spent hours searching throught it from behind our computers.
So what's happening today? What happens when you combine so many mediums and technology like: The camera, the phone, the note pad, the scrapbook, the map, the TV, and the walkie talkie? What do you get then?
—A magical device that drives new consumer habits and molds our future social behaviors.
Carve out risk It's the end of the year and your most likely planning your client's business for 2011. So will this be the year you're going to finally try an emerging trend, that Facebook application, that mobile media campaign?
The smartest agency account leaders are fast helping their clients carve out a small portion of their budget and allocate it to risk. I refer to is as risk simply because it means committing to ideas outside of the client's typical marketing playing field. The smartest people and marketers realize that permitting "risk initiatives" offers agencies the opportunity to do your best work and potentially generate greater results with their marketing dollars.
So carve it out. Get in there. Ask the question. Or simply setup the proposition.
December always seems to be the most natural time of the year to get into your clients heads and get them to think about the future of their and the potential opportunities rising in the marketplace and the potential value of acting on them.