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Something I’ve been mulling over for a while was solidified over the course of several recent conversations with my colleague, Alan Kercinik.

It has to do with the way brands traditionally launch a product/service versus a more optimal approach that can take better advantage of earned conversations.  At the heart of the discussion is what we call the Conversation Chasm.

And while not new thinking - I’ve seen people write about the topic and a Google search reveals several mentions of the term, including a rough version of a post on my personal blog about a month ago - I do think it’s worth revisiting the topic.

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I recently attended Facebook’s first studio conference held in New York City in May, 2011. The conference offered an interesting look at Facebook’s culture and how success can be achieved through sharing. Several enthusiastic presenters spoke regarding Facebook’s marketing strategies and the culture for the company.  However, the session that intrigued me the most was “Social by Design” by Carolyn Everson, Facebook’s Vice-President of Global Sales.

Ms. Everson talked about how the capability to share is perhaps the most significant ingredient in making a design successful. She mentioned two particular case studies that resonated with me since I am a gamer and love the World Cup: 1) EA Halo vs. Zynga Farmville and 2) Nike’s 2010 World Cup advertising.

EA Halo is one of the top games for Microsoft’s XBOX and generates millions of dollars in revenue.  In addition, EA spends millions of dollars on creating the best graphics with cutting-edge technology for Halo. On the other hand, Zynga’s Farmville graphics are much simpler. But as Ms. Everson rightly noted, there are far more people playing Farmville than Halo. (Farmville has over 57 million players.)  In fact, Zynga has recently been valued at $8 billion by Bloomberg, which is more than the value of EA. The main reason that Zynga has been able to be so successful is that Farmville was built to share.

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Although it was a few weeks ago, my mind is still buzzing with learnings from the 2011 Digital CMO Summit, which I had the opportunity to attend in New Orleans with John Bell. This unique event was not only filled with hands on learning and compelling content, but brought together some of the most innovative brands for a two day summit. More to come on that in my next post.  While I was at the summit, I had the opportunity to meet some truly inspiring and interesting people - who not only breathe social - but know how to apply it to a entrepreneurial spirit to fuel really smart ideas among the vibrant New Orleans community. Meet Chris Schultz, President of Voodoo Ventures. We briefly sat down with Chris who shared his passion for creativity and the importance of entrepreneurship in New Orleans, especially Post-Katrina.

Chris is a co-founder of Launch Pad, a collaborative workspace in downtown New Orleans that is home to more than 60 startups in the Big Easy.  He created Launch Pad Ignition, the first seed accelerator on the gulf coast, and part of the Techstars Network and the Startup America initiative.  The list goes on: He also co-founded TribeCon, a conference about leveraging online communities to create offline change and mentors young entrepreneurs in the community in addition to building his own companies. You can see part of his interview with us in the video below:

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Lady Gaga is a phenomenon in the world of music and quite frankly, in the world of word-of-mouth marketing. With over 9 million Twitter followers, over 32 million Facebook fans and being recognized as an artist with the most digital singles in RIAA history (20 million sold), it is obvious that all brands can learn a few things from Lady Gaga.

Always acknowledge your fans: Besides lovingly calling her fans “little monsters”, Lady Gaga constantly validates her fans’ love for her music and personality by posting their videos, tweets, comments back to them and showing them that she is paying attention. She even invited a young Canadian fan to perform with her on stage - a video that has garnered over 3.5 million views since being posted a little over a month ago.

Establish partnerships that are an authentic extension of your brand: Lady Gaga is no silly lady at all. She understands in the shifting arena that is the music industry that she has to remain viable through brand partnerships. However, she only takes on partnerships that make sense for her brand, such as her digital camera, printer & glasses with Polaroid, her March cover on Vogue magazine, Vogue’s iPad app of her and her upcoming fashion column with V Magazine. These brand partnerships are believable because Lady Gaga is fully immersed in the fashion and digital worlds.

Content must resonate with fans: However people may feel about Lady Gaga’s music is irrelevant because she does not create content for everyone. She is very clear about who her audience is (ie: those who have been bullied) and creates content specifically speaking to her audience. Her content continues to be eye-catching, over-the-top and show-stopping while her Twitter & Facebook updates are all about her fans, her successes and upcoming projects — a balance that her fans appreciate & love. Her content resonates for her fans because she understands what they want from her & she delivers on it — when your content is strong, its that much easier for your fans to share & discuss it.

Ask for help: As phenomenal as Lady Gaga’s rise to fame continues to be, note that she didn’t get there by herself. She had help - and she was aware enough to recognize that she needed help within the social media space to reach her goals.

As brands continue to grow in the social media space, remaining authentic in fan interactions, brand partnerships, content creation and even self-awareness are solid ways to make true believers out of your fans — the ultimate goal of any word-of-mouth marketing effort.

Nielsen released a report last week detailing the consumer market share of smartphone manufacturers in the US. Android, iOS, and Blackberry lead the pack with 29%, 27% and 27% share respectively. The remaining share was split between Windows Phone 7, Symbian, and HP/Palm WebOS devices.

What’s clear about these results is that the fight between the phone manufacturers is tough, and consumers are the winners with a wealth of devices to choose from. And they are choosing, with an estimated 40 million smartphone users in February of 2010, and an expected 80 million users sometime this year.

While majority of the excitement in the mobile marketplace generally surrounds native apps, mobile sites are a cost-effective standard for any brand hoping to reach potential consumers. Here are a few design and development considerations to take when stating a mobile site project.

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This past weekend I went with my family to my great-Aunt’s 96^th birthday.  The whole family met in Long Island, coming in from other parts of the island, New York City and as far away as Connecticut.  As we were leaving, I thanked her 60+-year-old daughter for inviting us, and that’s when she uttered the phrase that left me thinking all weekend - she said “I’ll post the photos on Facebook.”

Had my 30-somethings friends said that, I wouldn’t have batted an eye, but since when were my baby boomer-generation family members actively using social media (nonetheless Facebook)? I began to wonder, do boomers actively use social media?

Some quick research made me began to realize, that they are, and the number of boomers turning to social media is increasing. A recent article in Advertising Age reported use of social network sites such as Facebook in the 50+ demographic grew 88% between 2009 and 2010 (to a total of 47%). Of those age 65+, use doubled to 26% making them the fastest growing segment. [i]

And with the first wave of the generation hitting the retirement age in the next year, I began to wonder, are boomers using social media to talk about healthcare?  Is this an effective place for marketing healthcare products to boomers?

A search online brought another conclusion. I found anecdotal evidence of boomers sharing their experience with products and disease categories online (especially among those they live with daily such as arthritis).[ii] What was interesting was the number of boomer-aged caregivers turning online for information, experience and support who are taking care of their own older parents.

I realized that a lot of younger boomers have the dual role of being both patient AND caregiver, making them an even more appealing target audience.  They are actively looking for information for two members of the older generation.  This made it no surprise to learn that boomers who are caring for aging parents are even more heavily reliant on sites like Facebook than boomers in general.ⁱ

So what have I learned from this exercise?  I’ve learned when looking to reach boomers, don’t rule social media out. My new mantra: have faith in social media, but always do your research.

[ii] Note, every disease category is different and we recommend tailored listening work be done in the appropriate treatment category before engaging in a social media campaign

A couple weeks back, a colleague of mine on the account side came to me with a question:

“We just scored this amazing media placement for one of our clients in [Tier-One Publication]. Do you have any ideas for how we can get some additional traction for the article?”

Harkening back to my days as a lowly Assistant Account Executive, presenting my SVP with a similar piece of media coverage that I no doubt, spent countless hours pursuing and securing, I remembered his response: “That’s great. But did you get the Journal yet?!!”

Subduing my urge to respond in a similar fashion and saving my colleague the dejection that I had felt, I provided a more constructive response.

The fact is, media column inches have been shrinking at an exponential rate. Newspapers are shutting their doors with a few viable ones moving their operations online. To compound the issue, marketing budgets are decreasing as companies look for efficiencies in generating awareness for their brands. What does this all mean? It means that that piece of coverage you secured in Wired or in Crain’s New York Business is ten times more valuable today than it was, say, five years ago.

So then how can we extend the life of that press coverage? Here are some tried-and-true methods, as well as some new thinking:

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Women and Healthcare Blogging

Women remain (arguably) our most influential consumers - especially in the healthcare space. Not only do women make up a significant portion of consumers overall, they are also a driving force and key influencer behind many of the purchases men make. When it comes to healthcare, this is no exception (and if the men are anything like me it may even be more of the rule). As a result, marketers spend a lot of time studying how women make these buying decisions, and social media channels are providing an avenue women actively use to make these decisions.

I wrote a few weeks ago about the importance of choosing the right social media platforms when marketing healthcare solutions online, and decided to take a deeper dive to into the role blogs play for women looking to make healthcare decisions or learn about diseases.

Given that I’m a guy, I couldn’t presume I knew anything about women[i] so I turned to a recent study by BlogHer, iVillage and Compass Partners examining women’s media habits. What I found is that in the healthcare arena, blogs are an avenue that should not be ignored. They are an influential source to women, crucial to observe for feedback and provide an understanding about products/therapeutic areas, even if they are not appropriate avenues to use to actively engage women.

According to BlogHer, the number of women who regularly read or write blogs is staggering. Of all women surveyed, 22.7 million (55%) said they read them, with 12 million (29%) engaging on them (posting/commenting), and 8 Million (19%) creating content by publishing their own blogs. And health/wellness places within their top five interests.

According to the study, 49% of women who read blogs - approximately 11 million women - are interested in health information. In fact, it ranked higher than some surprising topics (to me), including fashion/beauty/shopping (42%), sex/relationships/dating (31%), and parenting (27%). This makes it a great place to provide content about health and see what women are saying.

Women in the survey noted they aren’t just reading passively - they are turning to blogs over social networks (such as Facebook and MySpace) to actively digest. Of women who read and/or post to blogs, 64% do it to “get information”, compared to just 32% of those who participate in social networks. When you factor in that 43% of women read blogs to “seek advice and recommendations” it becomes clear that they aren’t seeking that information as impartial news sources — they want information with a point of view. This means that if women are on a blog for information about a product or condition - or your product/condition area - they don’t want a balanced account - they want to know about an experience with the product to help them develop their own point of view. This means making sure that influential bloggers not only know about your product (or campaign) but that they receive your point of view and have a positive experience along the way.

Lastly, what I found interesting was that women of all ages, across generations, are participating on blogs. While Millenials (age 18-26) have the highest percentage of their generation participating (73% - 9.7 million women) Generation X (age 27-43) and the Boomers (age 44-62) combined form the greatest number of women participating in social media - approximately 28.7 million women. Meaning blogs remain an importance influence for women of all ages. It isn’t just for the younger audiences.

So, if you want to know more about what influences women to make a particular healthcare decision, turn to the blogosphere - the answers may be clear on blogs.

Earlier this week I had the chance to present at one of the largest annual meetings of customer care professionals in the world, the SOCAP International Symposium. SOCAP stands for the Society of Customer Care Professionals, and among other things, its members include the folks in charge of running call centers, managing customer response teams and sometimes branching into running loyalty programs as well. If marketing is all about the outward appearance of a brand and perception, then customer care (more than any other group) is focused on the reality of what your brand actually is.

This battle between perception and reality, interestingly, is where the divide between customer care and marketing usually arises. The larger the company, the more divorced these two disciplines seem to be - often only meeting at the last stages of planning a marketing campaign to finally discuss coordinating. Not surprisingly, a key theme I quickly saw during the SOCAP event was that the communication between marketing and customer care needs to get stronger across the board. In particular, there were 5 themes that emerged for me (as a marketer) that define what customer care people would love to see from us more frequently (continue after the jump to read): continue reading

Last week I had the opportunity to travel to Bangalore for a Brand Summit event that featured many marketers, communicators and even a Bollywood star talking about the future of marketing in India as country goes through what the conference termed as the “era of discontinuity.” With a ballooning population, growing Internet penetration, arguably the largest mobile phone market on earth and an entrepreneurial culture - India is at once a bewildering and maturing market for all things social. On the streets of India, word of mouth marketing and old school lessons are actively driving commerce. In businesses, the hot topics are similar to what they are in the US or elsewhere … how can your brand reach consumers who are increasingly placing their attention elsewhere and getting progressively better at ignoring you.

On answer that has risen to some level of prominence in India is the use of celebrities in marketing. You could argue that celebrities are popular everywhere in the world, but in a country that release more films in an average week than most countries do in an entire year, the rules are slightly different. In India it is not uncommon to see a Bollywood star’s face on everything from facial tissues to pens. Celebrity is used to connote trust, and in a culture with many different socio-economic classes (they even have names), the only way that marketers can often reach across these levels is with celebrities that many people recognize.

In an illuminating panel filled with journalists, filmmakers, marketers, creative directors and one celebrity (Bollywood Actor Vivek Oberoi) the conversation turned to a in-depth discussion of the role of celebrity in marketing in India and whether it was indeed a necessity, or whether it has become a “crutch” for the lazy marketer who doesn’t want to do any real work so they just hire a celebrity and consider their marketing efforts complete. Here were some of the biggest takeaways that the conversation raised for me:

1. Understand the difference between talent and celebrity. When you hire an actor to play a part in an ad, you are hiring them as “talent.” When you get a celebrity, you are hiring them to bring their personal brand to your product or service and serve as a spokesperson of sorts. The first key is to know the difference and not confuse the two.

2. Start with an idea, not a celebrity. Often a marketing strategy starts by selecting the celebrity the team will work with and then an idea is built around that choice. This method is backwards and results in marketing that lacks strategic vision and often fails to resonate. To do better, you need to have a strong creative idea … then find the celebrity that best fits that idea.

3. Build on the personal brand of a celebrity. Vivek Oberoi raised many intelligent points about the celebrity point of view when it comes to marketing (something we don’t often hear). He understands his personal brand and what resonates positively or negatively with it. As a result, he chooses personally not to do tobacco or alcohol related advertising. Many other celebrities lack those same principles and simply go where the biggest dollars tempt them. The best marketing will be something builds on the personal brand that a celebrity has built, instead of ignoring or countering it.

4. Use real people too. Thankfully, the point did emerge from the panel that there may be times where you don’t NEED a celebrity. There is a power of real people to connect with one another that can be missing with celebrity focused campaigns and for a growing number of brands in India taking this real approach is working well and shouldn’t be discounted.