Opinions And Ramblings By Adam Kmiec On All Things Media

Tag Archives: Beyonce

Friday Five – December 20, 2013

Why Advertising Is ‘Dead Last’ Priority at Outerwear Marketer Patagonia
http://bit.ly/JLguIf
Great reminder that purposeful positioning is more important today than it’s ever been. Mission focused organizations are finding an easier go in digital, because story-telling is simple and effortless for companies that stand for something bigger than just selling more cases.

The top visual design trends for 2014
http://bit.ly/JLhegz
Solid infographic outlining the major visual design trends next year. As a dad of 2, I’m especially thrilled to see “Hands on Dads” as an emerging category. Personally, I don’t think dad’s get enough credit for all we do. Also, pay special attention to #11. The idea that photos that aren’t professionally taken or styled will be expected and more impactful, will prove difficult for companies that like to over-edit EVERY visual.

Text messaging will look boring after you try this app backed by Betaworks and Dave Morin
http://bit.ly/JLhNqB
I’m not bullish on SnapChat as a business driving platform, nor do I see it ever living up to it’s valuation. Dave Morin, famous for launching and overseeing the slow death of Path, backed a new platform called “Context.” This will be one of several new messaging apps that will hit the street in the next few months. Each one will erode away at SnapChat’s audience. Teens are fickle and they certainly don’t want to be on the same platforms as their parents (see Facebook). As Gen X, Y and Boomers invade SnapChat, Context will be one of many alternatives teens and tweens will join.

Judging By Google Searches, Here Are The Things Americans Were Most Clueless About in 2013
http://bit.ly/JLitMM
I think this is a combination of the things Americans were clueless about (eg twerking) and interested in learning more about (eg Boston Marathon). While the data isn’t included, it’s clear the power TV has on search. TV is a stimulus that leads us to explore. And today, when we want to explore, it’s google that we turn to. In 2014 it will be interesting to see if twitter chips away at that decade + trend, especially as people want real-time and frequent updates.

Beyoncé Rejects Tradition for Social Media’s Power
http://nyti.ms/JLjfcr
Great background on how and why Beyonce chose social media over traditional marketing to launch her new album. I especially love this passage:

“I didn’t want to release my music the way I’ve done it,” Beyoncé said in a news release, which so far represents the only public comments that she or Columbia, her label, have made. “I am bored with that.”

Perhaps if more marketers adopted this philosophy we’d see a quicker transition away from the copy and paste approach to marketing campaigns. The album itself is mediocre, but this is brilliant marketing. What I love about this, is that it speaks to why I got into marketing and advertising in the first place…to keep reinventing brands and breaking molds. That’s the fun part. Great marketers are ever curious and antsy. We like to tweak, plan and re-tweak. Then when we launch something, there’s a void, not a relief. That void is filled by thinking about how to set an even higher bar.

How I Use Twitter

A good friend of mine, who also happens to be a twitter newbie, asked me a really interesting question the other day: “How do you use twitter?” I never really thought about how I “use” twitter. I just do. But, this got my brain going and I started to really think about how I engaged with twitter.

I’ve seen some interesting posts from people on how they use twitter. Some of their opinions I agree with, while others…not so much. Jeremiah Owyang has one of the best write-ups on twitter usage.  I don’t agree with a lot of what he writes, but honestly that’s the beauty of sites like twitter. You get to decide how you interact with it; the site doesn’t dictate your usage. It’s open ended.

The more and more I thought about my own personal habits, it became amazingly clear that I use twitter for 4 reasons:

  1. Learn: Sites and services like iGoogle are great, but they rely on other sites to update information. As I’ve written before, I feel like people are blogging less and the quality of blog posts are decreasing. I can learn anywhere from 10 to 20X more in an hour on twitter than I via iGoogle. Twitter also brings into the equation multiple perspectives on an issue or topic. Frequently, I’ve had one take-away initially after reading a tweet, but then an alternate POV after seeing the real time discussion.
  2. Share: In general I like offering my thoughts on a topic and helping people out. I love being able to answer a question or offer up my POV to someone who’s asked it of the community. Sometimes they take it, other times they don’t, and often my perspective starts up nice dialogue. As I come across things I think people will find interesting I post them. What I post varies though. Everything from links to an article, a retweet of someone else, or simply what’s going through my mind are fair game.
  3. Connect: I’ve met new people, engaged with old friends/colleagues, and recruited through twitter. Some of the new people I’ve met have opened my eyes and expanded my brain to alternate ways of thinking. The real payoff has been when I’ve met these people in person. Michael Leis is a great example. I met him via twitter. Then I recruited him to speak at my company. He flew out to Minneapolis and we had a great discussion over dinner. The dinner conversation was just the tip of the iceberg though. Thoughts and theories from his presentation have stuck with me and I’ve used them still. Very cool.
  4. Research: This is the best part about twitter. I can ask a question and get near instant feedback. From car advice to city specific information (eg does downtown Pittsburgh still have free WiFi) I’ve been able to get people’s feedback. Often, not always, I’ve listened to the “crowd” and based my decision solely on their opinions. That’s only half of the research part. The search function in twitter lets me query keywords against all of the tweets that have been posted. I can see people’s opinions (even the ones I’m not following) on cameras, phones, movies, new CDs, and even Beyonce’s outfit at the Oscars. Yes, I could use Google for that type of research, but the information wouldn’t be as current as it is with twitter. Also, it would be hit or miss on my ability to ask the opinion maker for feedback. On twitter asking someone for more information about a tweet is commonplace.

So, there you have it. Those are the 4 ways I use twitter. My guess is you use twitter for at least one of the above reasons. I’d love to hear how else you use twitter. I’m sure there’s something I’m missing.  I’m also going to work on a list of ways I don’t use twitter.  This is fun.