Apple iPad Purchase Intent Poll – Are you Buying?
Now that we’ve had some time to let the idea of the iPad sink in, I can’t help but wonder where we are on the purchase intent scale. At first I was solid on getting one. But now that I have done some extensive thinking on how to leverage it for business (it’s not clear to me), I am having second thoughts from a personal perspective.
Please take a moment to let me know where your head is right now through this simple poll. Thank you.
The iPad Experience will be the Difference
The last thing the world needs right now is another blog post about the just announced iPad from Apple. But I feel compelled to put in my two cents, and here’s why. Newly announced Apple products are typically polarizing. The enchanted swoon and the disenchanted spew bile. It happened with the iPhone and it happened again yesterday after Steve Jobs left the stage. I reviewed the blogosphere at length and noticed there was a new and sizable population of neutral observers. They pretty much said that it looked like an enlarged iTouch, and asked, “What’s the big deal? One of my staff told me that he believes that it really was an iTouch and Steve Jobs had shrunk himself to make it look larger.
Like all exceptional Apple products, and they aren’t all fantastic, it’s about the experience. When they get it right, like they did with the iPod and especially the iPhone, it delights beyond imagination. I truly believe that the reason some people felt it was a let down yesterday is because it looked too familiar and too simple. They were expecting a miracle (the danger of hype) and felt cheated.
Apple engineers and design experts think deeply about how humans use products and software in their daily lives. But they don’t stop there. What sets them apart is their products are designed for their place in space and time. Mr. Jobs fully expects his products will become obsolete, that’s why he keeps reinventing them. He matches evolution with revolution. Macs continue to sell and gain market share because they fit naturally with how people live their lives today. Photos, movies, social connections, calendar and the web all converge in people’s lives. Having a device that can work seamlessly to help you organize and optimize a complex world is very attractive.
When you listen to Jobs describe the iPad and he says “It’s the best browsing experience you’ve ever had,” he means it. Simple is always better and unique experiences are valuable. That’s Apple. They live on the corner of main and main. I say wait till it comes out and give it a try. Then fall in love or not.
Finally Succumbed to foursquare
When it comes to trying Social Media applications I’ll be the first to admit I don’t exercise much restraint. Normally I jump in. Frequently I abandon for various (and good) reasons, but it doesn’t take much arm twisting to get me to try. Foursquare was for some reason different. Yes I read all the Tweets and blog posts about how it was going to be the next Twitter; blah, blah, blah. It mattered not, my willpower was strong on this one and successfully held off until last weekend. I’m sorry I did.
Once I loaded the app on my iPhone I quickly found myself checking in all over the place, one after another, after another; watching myself climb the leaderboard, envious of all those mayors. I got it now. Travel around, tell people where you are, play a game and collect badges. Nice, but is there value here?
The concept is pretty simple and they have done a very nice job at resisting making the interface complex. The design is very straightforward and doesn’t have all that fancy grey out stuff all over it. Means a bit more clicking, but it really doesn’t matter, pages load fast. I like how it allows you to shout your location to everyone, or not to if you happen to be be in stealth mode, simply check in (that’s how you earn points) on the QT. The more places you visit the more points you get. Over time you unlock badges from Newbie to Adventurer up to Superstar. Then the badges get funky; School Night, Animal House, Gym Rat, Overshare, you get the picture.
You tap the application and it gives you back a list of places near where you are. You select it and check in; points earned. If your stop is not listed you can add it. You can add tips for others to pick up along the way. Tips and To Dos are combined, which confused me. To Do is really where you want To Go, but the service can only understand locations. I typed in Chicago Auto Show, but since it’s not a place it didn’t pick it up. The whole lists thing needs to be reworked. Another thing that was perplexing was their blog entries on tumblr. The only place I could get to it from the foursquare site was by clicking the huh link on “We changed the way our badges work.”
So is it going to be as big as Twitter. I searched for Wrigley Field where the Cubs play. Results: 312 check ins and 212 unique visitors. Similar low numbers for the United Center home of the Bulls and Blackhawks. Only 320 check ins and 215 unique visitors. So where’s the swarm?
Value could be found in building tourism. Lots of visitors, tips, to do’s with a promotion and prizes could boost visits and activity for a city , festival or museum. Might also be a useful tool for those wonderful corporate scavenger hunts we all love to participate in. Interface is devoid of advertising right now, so that’s potentially a big opportunity since mobile location based is at the strength of the application. Personally it’s kind of nice having a history of your activities. “When was I there?” Pull it up. This is made easier by private feeds of your check-ins you can access via RSS. You can even import them into you iCal.
Gotta stop now. Must seek world dominance with the most Mayorships possible.
Me and Orson Welles – Film Review
Christian McKay as Orson Welles
I have been fascinated with Orson Welles since I was a boy. I had heard the recording of his famous War of the Worlds radio broadcast at an early age, and one of the first films I remember thinking hard about was Citizen Kane. Genuine prodigies, which is how I would categorize Mr. Welles, are few and far between. They can be difficult, but if one can move beyond the unpleasantness, there is a good chance you will see true wonder. No doubt Richard Linklatter saw a spark or two in him as well with his latest outing, Me and Orson Welles. The film is based on a novel of the same name by Robert Kaplow. Mr. Linklater does it justice.
Richard Samuels (Zac Efron), a 17 year old schoolboy, serendipitously strolls past the soon to be opened Mercury Theater in New York. The year is 1937 and Orson Welles, only 22 at the time, was working with John Houseman on a modern production of Shakespeare’s Julius Caesar. In a once in a lifetime opportunity, Richard is hired on the spot, no pay of course, to play the part of Lucius. Sounds great, but the play is set to open in one week, the cast is no where near ready and Richard is not an actor. He does have good looks and some raw talent, enough for him to hang on in this new competitive world of egos and broken wings.
The film chronicles that chaotic week as the company waits and waits for Orson to show up and provide direction or humiliation; depending on his mood. Richard’s guide inside the Mercury is Sonja Jones (Claire Danes), a perky and ambitious blonde who is focused on meeting David O. Selznick and movin’ on up. The various cast and crew members are working hard and sense success, but are frustrated with all the changes Orson throws at them; to say nothing of his temper tantrums.
Zac Efron and Claire Danes
Mr. Linklater is way beyond Slacker and Dazed and Confused here. I felt transported back in time with the amazing work done to recreate, in rich detail, New York in late ’30’s. That alone is no small feat. But the filmmakers went well above and beyond, bringing to life every aspect of this wonderful story. Christian McKay as Orson Welles gets so much right. The orotund voice, the dashing clothes, Cuban cigars and most importantly the attitude. Orson embodies the Mercury and never lets anyone forget it. Mr. McKay’s Orson Welles is clever as well as menacing. Orson is brilliant and original when writing or directing, but he is falls back on a rote dialogue when he needs to motivate his company of players. Near the end of the film George Coulouris (Ben Chaplin), who plays Mark Antony, has a total meltdown on opening night just before the curtain goes up. Welles orders up a bottle of scotch to fortify George and gives him the same pep talk he gave to an eavesdropping Richard just the day before. Welles always seems to get his way.
Pic is strong on all technical aspects, especially Dick Pope’s cinematography, which succeeds in giving us both a film and a play visual language in the same movie. The crew had to blend their shoots in London, New York and on the Isle of Man into one rich tapestry. All supporting performances are well played. One of the things that stood out for me was how the actors cultivated two personas; one for on screen and the other for their on stage performance.
Mr. Efron looks to be someone to watch in the future. He combines cool with an artsy flair. Richard is taken with Sonja and puts his new found career possibilities at risk to try and win her. In the end he learns many lessons of life and love. I would recommend Me and Orson Welles to moviegoers who like period pieces that are smart and have historic roots.
The official Me and Orson Welles web site is here. Photos courtesy of Cinema NX. Follow this link to read a brief history of the Mercury Theater and Orson Welles.
Up in the Air – Film Review
George Clooney as Ryan Bingham
I wondered how a film where the main character’s job is to fire employees for firms that are looking to downsize is getting so much attention in this economic climate. My guess is the filmmakers frequently debated how they would position and portray those difficult “letting workers go” scenes and instead turn the focus on the core of the story. They succeeded. Although a significant amount of time is devoted to them, Up in the Air is centered on Ryan Bingham (George Clooney) and his search for a life he doesn’t even know he’s looking for.
Mr. Bingham is apparently one of the best in his field. He travels over 300 days a year, touching down in cities big and small to deliver bad news to everyone he meets. He’s cool, calculated and right to the point. Partly because he has to be for legal reasons, but also because even for Ryan, this is tough work. Yes it’s a job, but one senses Ryan has an undercurrent of sincere empathy beneath that professional facade.
All is right in Ryan’s little world. He loves the special treatment elite status affords him by airlines and hotels across the country. Every transaction is viewed as an opportunity to accumulate airline miles that brings him closer to his goal of 10 million. He has this traveling thing nailed. Nothing is packed unless it’s needed, and he knows exactly what he needs. Every move is choreographed with a specific purpose, eliminating every ounce of waste and inefficiency from his professional and personal life. So much so that he has carved out a niche for himself on the speaking circuit entitled What’s in Your Backpack.
Director Jason Reitman tries to squeeze Mr. Clooney’s chiseled good looks into almost every frame of the film. It’s a good strategy, but he goes one better. Through short vignettes inside the film, Mr. Reitman uncovers the inner workings of Ryan’s one track mind with fast cuts of Ryan packing, getting through TSA security and checking into jetliners and hotels. A wonderful device that advances the story and foreshadows the films final scenes.
Vera Farmiga as Alex Goran
One night while unwinding in the hotel bar, Ryan spots a very beautiful woman, Alex Goran (Vera Farmiga), sitting in a tall chair looking bored. He strikes up a conversation, about reward programs of course, and soon they are tossing down their loyalty cards in show off style. One thing leads to another and soon they find themselves in the same hotel room. Arrangements are made to meet again.
Ryan’s boss, Craig Gregory (Jason Bateman), calls him back to the home office in Omaha to unveil something revolutionary. A whipper-snapper employee fresh from Cornel, Natalie Keener (Anna Kendrick), has convinced Craig that all this travel expense is completely unnecessary. Instead the firm should use technology to fire people. It’s dead simple. Put a computer monitor in a client’s conference room and fire the people via video conference. Job accomplished without anyone ever setting foot outside Nebraska.
Ryan is threatened by this as it will pull him off the road and crush his lifestyle. But it’s not just the prospect of losing miles opportunities that bothers him. He feels that being face to face is crucial to helping people who have just heard devastating news transition to a new opportunity. He demonstrates his point effectively by making Natalie fire him as if she was online. The message gets across to Craig and Ryan is asked to show Natalie the ropes on the road so she can better understand the process. He refuses at first, but eventually accepts his new sidekick and off they go.
I was prepared for this to go all “buddy picture” on me, but the filmmakers were able to rise above that with thoughtful dialogue and removing the “I’m going to sabotage this” temptation. With Natalie as an observer, Ryan demonstrates how it’s done. During one session a gentleman flashes photos of kids and asks what he should do now. Ryan has done his homework by reading through the man’s resume in advance. He points him back to what was once his career love, completely changing the mood of the conversation from doom to potential.
Pic is shot through a realistic lens with almost no special effects. They also use real airlines and hotel properties which succeeds in bringing the audience closer to the story. There are an abundance of shots of clouds, views of the ground from 32,000 feet and wide array of corporate settings. Thanks to great editing the film has crisp pacing and holds dramatic interest. All the performances are excellent, especially Mr. Clooney, who showcases his timing and wit. Ms. Farmiga is seductive in her portrayal of the male version of Ryan Bingham. Supporting actors turn solid work, rounding out the story. I love these kind of pure films.
Natalie and Ryan have very different life philosophies and their banter serves to expose both the advantages and disadvantages of the choice each has made. They nudge one aother back from the guardrail and more toward the center of their beliefs, setting up a finale that delivers an emotional jolt.
Highly recommended. The official Up in the Air web site can be found here. Images courtesy of Paramount Pictures.
Highlights and Other Things About 2009
The end of a year is typically a time to look back in reflection. To take stock in what you accomplished and ponder that vast amount of goings on you’ve had in your life during those 365 days. There are lots of clues buried in all those minutes, hours and days. Lessons learned should be noted and if you dodged a bullet, try not to be in the firing line next time.
All years are full of events, some good and some more challenging; this one was no exception. I don’t know about you, but the last ten years flew by and I’m having a very difficult time labeling it as neatly as in decades past. I was tempted to do a post about the entire ten years but that would take too long. Instead I thought I’d share my personal highlights of 2009. So without further delay, here’s an abbreviated inventory as the December sun sets on the first decade of the 21st Century.
The Inauguration of Barrack Obama – Put aside the fact that this Presidential election vanquished a large section of the race wall (more to go) for a moment. This victory was about the American people rejecting fear and greed and embracing something more lasting, more closely aligned with the intent of our Founding Fathers & Mothers. The official transfer of power signals hope, aspiration and the the opportunity to breathe life back into the precious dream that has always been the promise of this incredible country.
Economic Downturn Hits Home – Like millions of American families, ours was impacted by the excesses of a small group of people putting material rewards (their own) ahead of all else. My wife was laid off on the last day of January. It can happen to anyone regardless of their experience. Here is a woman with a Harvard MBA and years of success in complex public and private companies. Amazing how things can can come to the brink so quickly.
The Collapse of General Motors – I grew up with GM. My dad would only buy them, one of my uncles sold them, a cousin worked in the Oldsmobile plant in Lansing, Michigan, and two other uncles were mechanics for them. When they nicked their fingers they bled GM motor oil and had bodies by Fisher. My mother’s financial advisor said to her in 2003 as he recommended she invest in GM stock, “GM is not going out business.” I called him on that one. GM lost me in 1993 to the Japanese car makers and I’m a much happier car owner for it. It’s a shame, but not surprising that GM couldn’t transition on their own.
Mom Turns 90 – My mother is amazing; yours probably is too. Because of her I don’t have a racial bone in my body, like to work hard and am sensitive to other’s needs (well at least I think so). 2009 marked the beginning of her 9th decade in this lifetime and she is still going strong. She even occasionally jets around the country to visit family and friends and is game to try new technologies. I cherish every day I can speak with her or see her. If we live to 90, and many of us will, we should wish we are in as good a shape as my mom.
The Daily Show with Jon Stewart – Jon is the watchdog for all the crap and misdirection FOX Network pulls. He does it so we don’t have to and no one else could do it better. Thanks for that Jon. And for making me laugh four times a week, minus all those vacation weeks of course. We will be able to watch him in HD in 2010. Oh, one small thing Mr. Stewart. You might want to sharpen those interviewing skills a wee bit so we can learn more about your guests. Just sayin’.
Opening of the Modern Wing of the Art Institute of Chicago – One of the word’s best museums got bigger and better in 2009. The Art Institute of Chicago unveiled their new Modern Wing. A work in progress, but off to a great start. I feel strong connections to the keepers of art and my connection with the AIC goes back a long way.
Golf Game Re-Invented – I bought new new clubs and played more rounds in 2009 than I have in the last 15 years. Slowed down my swing and sharpened my putting. Gained more confidence with each round and shot a 79 in September. Now that Tiger is off the tour, is there a chance…? Ah, no.
A Two Week Vacation – For the first time in many years I unplugged from the grid for two consecutive weeks. It was beach, family, friends and golf. Fantastic weather all along the way. Want to do more of that.
Kindergarten – No not me, but I think I could handle it. My youngest son entered the public school system in August. It’s a milestone for kids and parents alike. Riding the bus, more structure and making new friends in preparation for the next 16 + years. Or as Connor refers to them; the number grades. He’s adapting very well, but hey Miss Newman, easy on the homework.
The Simpsons – One of my all time favorite shows had a very strong start to the 2009 season. Amazed at how they can keep up that smart writing so consistently. Favorite quote of the season so far. Character one, “Why do you need a pick axe, you’re in Marketing?” Moe, “If you were in Marketing then you’d know.”
Acquired a New Original Painting – This is one of the most exciting things I can do, but I’m not a multi-millionaire, so this kind of event is few and far between. 2009 brought me an original Huntley Baldwin for my wedding anniversary. It has found a permanent home in our dining room against a rich green wall.
Getting Back to Even – No this is not a review of the latest #1 bestseller by that chucklehead Jim Cramer. After an 8 month job search that included nearly 25 interviews, my wife accepted an exciting opportunity with United Airlines. We are all much happier as well as more sensitive to the plight of millions of others who are not as fortunate. Now we can get back to that 529.
Social Media Emerges – It’s been on the lips of so many this year. Social Media is beginning to take shape in the business world, but there are still some problems. It’s so broad that no one can really boil down the business benefits into C-level sound bites with clear attribution. Social Media will lead to something, eventually, and I am doing my best to champion it inside my firm. But it still has a ways to go before it can stand next to other strategies executives use to achieve revenue and profit goals. Firms that build successful social networks inside their own companies will have the best chance at turning this phenomenon into a respected practice and money maker.
Avatar – James Cameron is a polarizing figure no doubt about it. You may love him or hate him but it matters not, for in the end he delivers wonder. Avatar is a wildly creative work that transcends technology and signals to the industry that it’s time for 3D to be added to the language of the American cinema. The ideas go deeper than CGI and the story explores several levels. If you haven’t seen it, go as soon as you can.
Health Care Bill Passage – I understand that change is difficult, but not one Republican Senator voted for the Health Care Reform Bill. Amazing to me that the health of the American people is not priority enough for the GOP to find a way to work toward a mutual agreement. I guess it’s just more interesting for them to talk about taxes and guns. More work to be done on health care for sure, but this is a great start. Ted would be glowing.
2009 is now a closed book, but a careful observer can use what went on to inform the future. To make better choices and therefore have better outcomes in one’s life. I wish you a happy, healthy and prosperous 2010.
Sonos Controller 200 (SR200) – Product Review
I’m a huge fan of Sonos. It’s a great way to enjoy the music that resides on your computer throughout your house, even on the patio. I discovered Sonos nearly four years ago when I was building my home and looking for a whole house music system. I am delighted with my selection.
Sonos recently released a new wireless controller, the CR200. The old one did the trick, but it used a wheel and button interface and was a bit large. The CR200 has a touch screen, is less than half the size, lighter and full color.
It was a snap to add to my system. Fully charged right out of the box, all I had to do was plug in the docking station and touch the screen to wake it up. Synching it with my zone bridge players was as simple as pressing two buttons on one of the boxes. I was listening to music and scrolling through the bright display in less than five minutes. It picked-up my local time and let me add basic services like Pandora. I logged into my Pandora account from the controller and all my stations were right there waiting for me. The touch screen keypad conveniently had the @ symbol and . right there on the main key interface. Nice detail.
The user interface is greatly improved over the previous controller. The screen surface is very responsive to the touch. You can move faster through the playlist by flicking your finger faster. It has different audio cues depending on where you are in the interface and what you are tapping on the screen. The front has only four buttons, everything else is controlled on screen by navigating through an intuitive interface structure. The back has a rubberized non-slip skin that helps you hang onto the controller as well as provide a cushion when you set it on furniture. It has definitely borrowed a bit from the iPhone, but why not. Sonos evokes Apple in my mind; clean, focused and innovative.
Battery life seems to be more than adequate, but the controller range was a bit disappointing. I have a relatively large home, but it’s not a mansion. I lose the signal when I walk from the main media room into my study where I am now typing this post. Am anxious to try it from my patio (in a few months, it’s 13° right now) where the old controller would lose connection. As far as I’m concerned this is the only draw back, but certainly not a fatal flaw. Sonos products are not inexpensive. This particular controller lists for $349, which seems high when you think about handsets, but remember those are offset with the monthly fees. Sonos is a buy it, install it and enjoy it. No monthly charges. I have had no hardware problems in that time and the only software issue was resolved quickly by their free technical support.
Full disclosure: I have been a vocal fan of Sonos over the years and was offered a promotional discount on this item. There was no expectation or request on their part that I write a product review. I viewed it as a loyalty reward.
Avatar – Film Review
Avatar is in a word, ASTONISHING. Many aspects of the storytelling are familiar but the way in which James Cameron unfolds the story is, in every respect, entirely new. He has has kept his formidable storytelling skills but this time wrapped them in an imaginative presentation layer unlike anything you have ever seen. That theme plays out over and over as you sit through 2 hours and 30 minutes, which seems to go by as it were 90. That thought is “I’ve seen this before, but never in this manner.”
The year is 2054. The planet is Pandora. Man is in his usual greedy gold rush mode to take someone else’s natural resources for his own personal consumption, regardless of the cost. We see most of the usual suspects; science, business and the military. Surprisingly there are no political figures at the table. Wonder how they managed that in only 44 years?
Dr. Grace Augustine (Sgourney Weaver) is the scientist. She’s tough as nails and a stickler for details, but has a secret wish to believe in magic. The only reason she’s associated with this mission is to fund her research. The corporate top voice is Parker Selfridge (Giovanni Ribisi), who’s only concern, at the outset anyway, is keeping the shareholder quarterly reports in the black. The military man is a very scary Colonel Miles Quaritch (Stephen Lang). He’s all duty. Tightly wrapped, flawlessly trained and in complete charge. You can bet even his fingernails have muscles. Of all the characters in the story, his motivation and purpose is the most pure and unwavering.
Pandora is at once a dangerous and enchanting land. But it feels a lot more like a rain forest on earth than a faraway alien planet; nasty animals and exotic plants notwithstanding. It’s inhabits are the Na′vi who are tall, willowy and blue with flat noses and sparkles on their faces. They have very long tails to help maintain balance as they navigate the forest limbs and an extensive pony tail fitted with a live plug on the end enabling it to access Pandora’s vast nerve network through animals and plants. The Na′vi have learned to enjoy and thrive in their world. The invading earthlings, who have used up their natural resources back on earth need to mine a precious substance that is abundant under a vast tree where the natives make their home. It seems like a simple enough proposition. The Na′vi move to a different tree and the humans get the goods. Yeah, well…
When it becomes obvious that talks are going south, the humans give diplomacy a twist and one last try. They enlist Dr. Augustine to create replicants of the Na′vi by combing DNA from both species into Avatars. Humans are then able to take over the Avatar bodies from a dream state induced by what looks to be a cross between a tanning bed and an MRI. When the human Avatar controllers are asleep they’re counterparts are awake and can be controlled inside the Na′vi tribe. The plan is to gain their trust and persuade them to move. Otherwise Colonel Quartich will deploy a more direct method.
That’s where hardcore marine Jake Scully (Sam Worthington) comes in. Sam is twin brother to the man who was being trained to take over an Avatar, but was killed in a skirmish before he could reach Pandora. Sam is confined to a wheelchair and has no formal training, but he gets a shot because of the DNA sharing.
Everyone wants Jake to find out information to further their personal cause. He commits to the Colonel, mostly because of the corps and duty, but as time goes on the line between human world and Na′vi world become blurred. While in his Avatar body, Jake meets Neytiri (Zoe Saldana) an exotic beauty and member of one of the upper crust families. She is instructed by her father to train Jake in the ways of the Na′vi, and does so with an iron fist. Jake becomes more and more separated from his military life and is seduced by the simpler, more harmonious way of living. Cameron uses voice over sparingly, but very effectively to give us clues along the way. “Everything is backwards now, like out there is the true world and in here is the dream.” As the film advances Cameron makes Jake look more like his Avatar when present in the human world. There is a metamorphosis under way on many levels.
Much of the talk of the film revolves around the technical aspects of Avatar and Cameron’s wizardry with new cameras and breakthrough 3D effects. All of that discussion is justified. Let it be proclaimed that 3D has officially moved beyond “effects” and has taken its place as part of the grammar of the film. Has it “changed everything?” No, but it certainly will challenge everyone from here on out. Personally I hope this will be the catalyst that moves Hollywood off the stagnant explosions and recycled garbage into a new phase of sophistication and economics. The current formula is obsolete and has kept many cinema lovers away from the theaters. Raising the bar on content and production value might very well expand the runway for an entirely new creative revolution, as well as business model, that can engage a broader audience. Cameron just may be an Avatar inside Hollywood.
The actions scenes using CGI and 3D are spectacular, but I found the more static scenes of actors sitting around a table more visually compelling than some of the action segments. We expect the CGI to be otherworldly, but to have everyday interactions so rich in depth and texture is a wonderful surprise and I believe it’s the space where real creativity can best occur with 3D going forward. It’s a bit like looking at a topographic map on celluloid.
Back on Pandora it becomes clear that a deal cannot be struck and Colonel Quaritch baits Selfridge into taking action. Parker is having second thoughts. He’s the only character in the entire film not in a uniform. When we first see him he has on a tie, a nod to corporate regalia, but he quickly strips that off as he wrestles with the final decision. In the end we learn he is a mere puppet.
Everything builds up to the final battle. Each side summons forth their own alchemy for victory. The fighting takes place in the air and on the ground as the “sky people” guide their helicopters, gunships and robots against the natives who are aboard the winged Banshees of Pandora. Jake has provided good intelligence to Quaritch but also brings what he knows about humans to bear in a fresh strategy for the Na′vi, complete with weapons and communications devices.
James Horner’s soundtrack is big, wonderfully inspiring and refreshingly varied. It resembles his score for Titanic at times, but when we are deep in the jungle of Pandora he borrows heavily from Native Americans, giving these scenes more of a tribal feel than science fiction. All the characters are sharply drawn and the performances are sound on both the human and Na′vi sides. Look for pic to garner much critical acclaim, lots of Oscar nominations and a big box office take. Highly recommended.
Visit the official Avatar web site here.
Photos: Courtesy of 20th Century Fox
Create a Social Network Inside your Company to Succeed
Large corporations are beginning to give Social Media more face time, but it’s still well down the food chain for resources and attention in most C-Suites. There are good reasons for this; no reliable ROI, potential risk, medium not fully understood, don’t see how it can scale. It’s popular to say, “They just don’t get it.” I’ve heard that a dozen times. But these people wouldn’t be in the C-Suite if they didn’t get what business was about. Playing the “don’t get it” card puts the burden on the senior managers. It doesn’t belong there. It belongs with the the Social Media advocates inside the firm. Senior executives ask the same questions of all new ideas or concepts, “Where’s the value? How much can I get? How fast can I get it?” If you are championing Social Media in your firm then it’s you that has to “get it.” Whew, that’s out of the way. A single champion or interested parties sprinkled around the company may not be enough. So get organized.
To succeed in executing an Enterprise Social Media strategy outside the organization you must have a strong Social Network inside the company.
People who excel at E-Business truly love the digital world. It changes constantly and requires one to work hard at keeping up on what’s going on. It’s not a 9 to 5 job. Social Media is the same way. Finding the social media enthusiasts in your firm and inviting them to join a Social Network inside your company will pay dividends later.
Uncover the Value
No doubt your company has a pre-approved set of drivers and metrics that lead straight to the money. That’s where you should start. It’s somewhat easier for retailers and manufacturers to show results with Social Media in familiar ways; leads, response rates, conversions. Other verticals like health care and financial services measure things over longer sales and engagement cycles making it harder to show the value.
Just because there isn’t an obvious ROI today doesn’t mean you shouldn’t nurture this medium. I was recently in a meeting with some pretty senior folks who were debating whether or not to invest in an internal social community platform. I heard these comments. “What happens if somebody says something bad? Won’t it just be a waste of time?” No doubt those same things were uttered 20 years ago as people discussed enabling e-mail across the enterprise. I am continually shocked by how previously covered ground is so quickly forgotten.
One should never tire of tagging, tracking and cracking the attribution code of Social Media efforts to determine value. Without demonstrating value, resources will not flow into the Social Media cost center. But a fresh angle can jump start passive executives into becoming willing accomplices. That’s where this post comes in.
Resources devoted to more established channels like direct mail, phone and broad media, are not going to be drastically reduced any time soon because executives can get a predictable return on investment. So you either have to get incremental money or carve out a slice from other channels to fund Social Media. Here’s potentially a new way to get senior managers to lean in.
Companies want strategic advantage and a way to differentiate themselves that can’t be easily replicated by competitors. Brand battles are at a peak. AT&T and Verizon, Wal-Mart and Amazon. “Our product is better than the other product. It keeps you drier than… Whitens your teeth better than…” The soundtrack for today’s marketing strategy should be “Step Right Up” by Tom Waits. How effective is this? Brands complain to the advertising governing bodies and then claims need to be either changed or watered down. Marketing teams then spend time looking for ways to push the envelope on copy points. Frequently without consulting the customer. Not sure this is good use of resources. Certainly it’s not sustainable and does not advance the brand in meaningful ways as these tactics have a short shelf life.
Brands are trying to win on consumer perceptions. The thinking is if people perceive your brand is better they will buy it over another one. This only works until the competition comes out with a more compelling message. Believe me, they are working on it right now.
Go Big or Go Home
Social Media is a once in a lifetime opportunity for businesses to create value by energizing and mobilizing their customer base. It’s cheaper, faster, far-reaching and most importantly, more trusted by consumers. Social Media is an Interactive Customer Engagement Marketing Tool. It works to influence consumer perceptions about a brand, as told by other consumers, not by marketing departments.
Create Leverage For Less – CPSM (Cost Per Social Message)
Direct mail tactics are one-to-one. The thinking is when you sharpen targeting and refine champion creative your response and conversion rates will rise. But the company is still operating on a per piece and per customer paradigm. Social Media can scale very quickly once a large enough social graph is created; followers, fans, readers, etc. This is a new level of scalability. It’s transformative. CPM (cost per thousand- variable) can become CPSM (cost per social message – fixed). CPSM is significantly more powerful than CPM because the message finds the consumer where they hang out (personal social networking spaces) and then pass it along within their network and across other networks.
Be a Perception Influencer
Hyundai is not perceived to be a premium auto brand in the US car market. But the company has worked very hard on their products and the Genesis was named North American Car of the Year in 2009. What would executives at Hyundai give to be able to align consumer perceptions with product reality? You can bet lots of time is spent on trying to crack that nut. All businesses have key profit drivers that have associated consumer perceptions. When a firm executes well on these drivers they experience higher business outcomes and therefore better brand outcomes (consideration and recommend to a friend). Marketing wars and dot points are fleeting. Consumer advocates are worth their weight in gold.
The Social Media Molecule – SM²
The graphic below is an attempt to demonstrate how a well executed Social Media strategy is linked to activities and outcomes within the organization, Direct mail is a tactical campaign, and such has a defined set of metrics. But the form factor is static and it’s pushed. Social Media is an Interactive Customer Experience Marketing Tool. It greets brand advocates and invites and empowers them to take the ball and run with it. Contrived marketing dot points are expected and frequently fall flat. Social Media conversations can surge with momentum and are re-energized along the way by consumers who are trusted more than brands.
I have defined the Social Media Molecule SM² as follows.
People within a company who have organized themselves in a self-selected arrangement, held tightly together by strong, common bonds to impact business results.
I specifically chose the word molecule to set it apart from other marketing channels and evoke the unbreakable connectivity of molecular chemistry. This idea seems highly transportable to the social world of human relationships both within and beyond company walls. It’s a framework to build on.
Here’s how I can see it unfolding. Social bonds are formed by members in three areas of the company; Marketing, Customers Service and Public Relations. Each one contributes unique skills to defining and growing the social network inside the company. They use best practices and customize them to meet their own needs. Each team establishes their own metrics but all work to achieve the higher level business results of the company. Once these things are established they unleash it into the wild world of Social Media. The Social Media Molecule’s objective is to influence consumer perceptions and increase customer engagement.
- Consumer perceptions – What people gleam from other consumers is more trusted than from companies themselves. Getting validation from other consumers influences what consumers buy and use. The Social Media team can listen to what consumers are saying and reinforce it or correct inaccuracies. What consumers say is then fed back to the Marketing team.
- Customer engagement – Customers who have an opportunity to interact with a brand vs. being acted upon will be more engaged and become repeat buyers and loyal customers
Frameworks are always easier on paper (or pixels) than in real life. I realize that getting it off the ground is more complex. Frameworks are also just that. A model that can be followed and adjusted to better snap into a companies’ culture. Would love to hear thoughts on this.
In the works: The Evolution of Corporate Communications.
Trust Agents – Book Review
Just finished Trust Agents: Using the Web to Build Influence, Improve Reputation, and Earn Trust by Chris Brogan and Julien Smith. Timely topic and certainly these gentlemen are more than qualified to tackle this subject. You never know what you are going to get with books. They can be academic and dry or too light and obvious. I’m happy to report that this work does not fall into either camp. It’s accessible, open and easy to understand. They fill the pages with personal experiences, good as well as not their finest moments, and provide examples from others they admire. These guys are very generous. You will read things you never knew before not for sizzle effect but to make a point and tightly linked to the advice offered. At no time do they become preachy or put themselves into a special category.
The whole point is to be a Trust Agent. Someone who is recognized by others and accepted into a group or network. The trick to being a Trust Agent is authenticity, transparency and willingness to help others. This is the foundation of Social Media, but it is frequently misunderstood or purposely avoided by people and corporations. They say the book is about business, not technology, and it certainly is. But these guys are technical wizards underneath their social trench coats. That knowledge and their smarts have given them a jump start in this new world. Something they tell us anyone can do by making their own game. They tell you how.
The book is full of little sidebars that provide clear cut action steps to help crystalize the points made in the chapter narratives. I think it was a great choice to mention technologies like Twitter, Facebook, LinkedIn, etc, but keep their advice on a much higher plane that can travel onto any new technology platform. If anyone knows that things become obsolete quickly in this world it’s them.
The style of the book is conversational, kind of a duh for a Social Media book, but that could have easily been betrayed. Mr. Brogan and Mr. Smith take turns writing paragraphs and chapters, but honestly I couldn’t tell their voices apart. I would never have known who was writing what unless one of them mentioned the other. They are either writing soul mates or one of them is a made up person (just joking).
It’s a fast read and full of information. It provides the most value for someone looking to get an overarching understanding of how the web has evolved into the social platforms we have today and how to make sense and leverage it. I hope to meet these guys some day and buy them a drink (or cookie). They seem like people I’d like to know.
Read and learn and be entertained at chrisbrogan.com and inoveryourhead.net.
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