Twenty Set - Latest Comments

Re: The right and wrong book launch strategies – and 4 ways authors can get blog publicity for their book

evilbunnytoo — Fri, 20 Nov 2009 17:48:00 -0000

I think that there is a huge difference between being paid to be a reviewer for the NYT by the NYT or receiving payment from a publisher to review a book. This would be much different from Monica receiving money from a publisher (even disclosed) to review a book.

I'm not saying that Monica is asking for payola, but rather that she is sort of functioning like a zine as opposed to a newspaper.

For zines and independent papers or newsletters, often publishers and contributors don't get paid or make just enough to cover publishing costs (with some exceptions for the larger ones) but readers still expect reviews and such-nots. So the question is, how do smaller zines and newsletters deal with these issues, especially since they are probably equally as spammed by PR guys

Re: The right and wrong book launch strategies – and 4 ways authors can get blog publicity for their book

RobGilmark — Fri, 20 Nov 2009 13:52:52 -0000

Hi Monica, I found your piece via askamanager. This piece is a hilarious take on the topic: http://su.pr/1xOdpo ("I Will Not Read Your F... Script" by Josh Olson at VillageVoice). It's a bit different because at least his pitchers are in the same field--or are trying to be--but the response and explanation (time wasted etc) is on point.

Re: The right and wrong book launch strategies – and 4 ways authors can get blog publicity for their book

The Office Newb — Fri, 20 Nov 2009 12:07:09 -0000

"pay me to do a (disclosed) review post for you, or work out some sort of money trade."

Interesting. I once posed this very same question to the blogosphere since I was also getting inundated with requests to read and review books from folks I'd never heard of. And I pretty much got ripped apart from authors telling me I was a horrible person for even asking.

Frankly, I don't see much difference between a blogger and the book reviewer for the NTY except that no one would expect the NYT reviewer to read their book for free.

Re: The right and wrong book launch strategies – and 4 ways authors can get blog publicity for their book

Evil HR Lady — Fri, 20 Nov 2009 01:54:15 -0000

This was brilliant. I think I'll copy Ask A Manager's idea. I hate the interview/book/review/check out my new product e-mails.

Re: How To Deal With Sexism in the Workplace

lauren — Tue, 17 Nov 2009 15:08:33 -0000

are you fucking KIDDING me?

"Honestly, I don’t think sexism (outside of sexual harassment) is a huge problem in the workplace, as long as women can learn to handle it."

it's not women's job to pick up the slack, and the fact that you think it is makes you a misogynist. great article. you're perpetuating the dominant paradigm by saying that anything that feminists have trouble with is based on their own world view and that our current system works.

Re: PR professionals vs. bloggers: Who is at fault?

blm03 — Mon, 16 Nov 2009 18:54:40 -0000

You'd be amazed over how many bloggers do take those and print them. I'm not one of them.

Re: Gen Y Marketing Trends Point to Twitter, Not Facebook

twitter-25490403 — Mon, 16 Nov 2009 11:30:25 -0000

Def agree that Facebook is more commonly used as a closed community. It is not the platform to build consumer relationships. Facebook provides the opportunity to engage with one's carefully selected clique. It is where you can perve on your secret crush, catch-up with friends overseas, share memories and take a break from the humdrum of everyday life.

Re: How to Find a Job With No Experience in a Recession

internships — Sun, 15 Nov 2009 23:29:27 -0000

I have heard of students also doing freelance and contract work to get a good head start. Creating a job is a great idea as well. The thing to remember in that instance is that you have to be outgoing and willing to market yourself: be bold, this is not the time for modesty. Good luck to all in their job search!

Re: Word of Mouth Marketing Tips from Fizz

Ashish — Sat, 14 Nov 2009 21:52:53 -0000

Great insight. How do you apply WOM for B2B

Re: President Obama’s Nobel Peace Prize win proves age matters less than ever in the workplace

mrggfep — Thu, 12 Nov 2009 21:00:29 -0000

I have worked for several companies where the CEO or other execs tell stories of how they went from the mail room to VP in 5 years... but they turn around and implement rules requiring employees to remain in their position for 1-2 years before getting a promotion or applying for new positions... Now I know the rule, "if there were no exceptions there would be no need for the rule" But these practices create an environment of extreme favoritism when the higher ups hand pick a person to break the rules for. These practices are why companies lose top tier talent to other companies that are willing to give younger people an opportunity to shine (to a point... and then you have to leave for another company to go to the next level).

Re: Word of Mouth Marketing Tips from Fizz

mrggfep — Thu, 12 Nov 2009 19:36:34 -0000

This is a good refresher on the finer points of word of mouth advertising... I think I will go tell some people about it :-)

Re: Word of Mouth Marketing Tips from Fizz

monicaobrien — Thu, 12 Nov 2009 11:45:12 -0000

Jackie,

71% was a shocker for me too. But it actually reaffirmed something I told one of my clients. He's always like "Social media doesn't work for us boo hoooo" and I told him it's because the company can't generate WOM offline either.

Something companies should think about - it's not that social media "doesn't work," it might be that you have to go back and make your product more interesting, relevant, and authentic to compete in a mature media market. Especially if your product is heavily content or software-based, where the yummy goodness and virality really has to be baked in.

Thanks for the comment!

Re: Word of Mouth Marketing Tips from Fizz

jackieadkins3 — Thu, 12 Nov 2009 11:39:42 -0000

Not sure if I'd say broadcast advertising is "dead" necessarily, but more that it's at its best when used in conjunction with word of mouth techniques.

The statistic about 71% taking place face to face is one that stuck out. It's easy to get caught up in WOM taking place in social media, but the secret is being able to use social to drive WOM away from the computer in the other areas of the consumer's life.

Thanks for sharing your notes!

Re: Word of Mouth Marketing Tips from Fizz

monicaobrien — Thu, 12 Nov 2009 01:02:01 -0000

Tim mentioned very few niche industries. He was mostly saying broadcast is dead (as in commercials). He implied that in industries where it was hard for people to share (like Viagra) that advertising can work really well since there's shock value and shock advertising is about the only thing that still breaks through in a mature media market.

I'm guessing the reason advertising that is highly niche works still is because it's interesting and relevant to the people in that niche, and because the authenticity is somehow there - ie: the advertising is bolstered by a great reputation and heavy WOM within the niche. Given your experience, what do you think?

Re: Word of Mouth Marketing Tips from Fizz

ambrose — Thu, 12 Nov 2009 00:55:43 -0000

Good insights, but I feel that the claim about advertising being already dead is wrong. Even in "mature markets" there must be at least niches where it still works, since advertising does produce a VERY visible difference where I work (but not all kinds of advertising work equally).

Re: Word of Mouth Marketing Tips from Fizz

monicaobrien — Thu, 12 Nov 2009 00:08:52 -0000

Jennie,

I'm still a little confused about Tim's stats on influentials. One of the distinctions he made was that people are influentials in specific areas. For example, you could be a HUGE fan of the Smashing Pumpkins and that would make you a great vessel for the band's "brand message." But if you aren't a fan of Garrett's Popcorn, you can't be a influential for the brand.

To answer your question, I don't think you can "create" influentials, only find them. I also don't think it matters whether the conversation is online or offline - I think the point about how online is simply faster and more traceable is pretty important.

Just my thoughts. Thanks for the comment!

Re: Word of Mouth Marketing Tips from Fizz

jenniewhite — Wed, 11 Nov 2009 23:47:08 -0000

Wow, "76% of Americans talk about at least one brand a day."

What a staggering statistic. In a sense we are all influentials if we're talking about brands that much. Our networks that we are communicating to are just smaller. Should we encourage the "little guys" to expand their networks, by making a blog, setting up a Twitter, etc? Do we need more true influentials?

Re: Word of Mouth Marketing Tips from Fizz

monicaobrien — Wed, 11 Nov 2009 17:27:25 -0000

DShan,

The idea about using epidemiologists to track WOM was killer. Tim actually had a ton of great facts (way more than I presented here) about why WOM works. I might see if he can send me some slides.

About the influentials: After the presentation I was left with a question, "Am I really an influential?" I think that's something all bloggers should think about. I also wonder how companies would feel about paid product reviews or even free samples. I know when I read someone's review over something they received for free, I don't put much stock in it. But if someone actually bought something and then talked about it online? I am definitely listening.

To your point about arrogance, I think influentials can't be arrogant because they truly just want to find amazing stuff and share it with others. It's hard for me to quantify that intrinsic value - is the value an ego boost or having your opinion valued by others?

Thanks for the comment!

Re: Word of Mouth Marketing Tips from Fizz

dblogged — Wed, 11 Nov 2009 17:14:51 -0000

Great article...I think getting insights from people who specialize in WOM marketing is really useful because they spend so much time quantifying something that seems 'natural' or 'organic'.

I had never thought about the fact that 'influentials' self-identify...but they definitely do. They have no real doubts about their role in that space, and typically there's really no arrogance about that self-realization. No competitive edge...it's just a fact, and it's fueled by instinctual behavior.

Although, I can only imagine who'd show up to a party for Influentials, were someone to put out a public invitation:)

Re: How do you find your customers online?

monicaobrien — Wed, 11 Nov 2009 11:48:13 -0000

DShan,

I'm shocked that more brands aren't trying to work with 20SB, who I would consider the next generation of influencers (after the mommy bloggers).

The financial planning practice sounds like it's a bit stuck. It seems like marketing would be very important for the finance industry, considering that people are still wary of where they put their money and who they trust. We really have to move from prospecting which worked so well in the '90s to relationship marketing.

Thanks for the comment!

Re: How do you find your customers online?

monicaobrien — Wed, 11 Nov 2009 11:43:57 -0000

Thank you!

Re: How do you find your customers online?

monicaobrien — Wed, 11 Nov 2009 11:43:47 -0000

Ambrose,

Marketers assume they understand the target audience. I agree with you that teenagers are definitely one of the most poorly classified groups. We should not be targeting "teens" any more than we should be targeting "moms." We target moms of babies, moms in the suburbs, moms with jobs, etc. And for some reason we just target "teen girls" as if they're all at the mall with their parents credit cards.

Re: How do you find your customers online?

monicaobrien — Wed, 11 Nov 2009 11:38:21 -0000

Sounds good. Not sure I see the connection to the post, but I appreciate the comment!

Re: Online marketing changes fast, ruins credibility

Just Saying — Tue, 10 Nov 2009 22:47:18 -0000

Hey Monica ... this will no doubt be pointed out by others, and I suspect the Ocean Agency might contact you as well, but there's nothing inaccurate in what they claim - search "event marketing" and marketingwerks is on page one. They didn't say it was the first result. A bit of irony in this ppost if you ask me...

Re: How do you find your customers online?

dblogged — Tue, 10 Nov 2009 11:57:14 -0000

Monica,

Phenomenal piece. This is something I've been dancing around in my conversations with brands who are interested in engagement with @20SB.

I'm doing a lot of thinking lately around my small financial planning practice to these ends. If you saw the regulatory rules around 'advertising' in my industry it would make you cringe, but I firmly believe that any professional interested in building trust with his community and clients must leverage these mediums to do so. The industry is so caught in the archaic days of demographic data and blind mass marketing that 'prospecting' has essentially been put into a box in which cold-calling and seminars are about all that's allowed. I think that's an unattractive state of affairs for both planners and clients.