From Vancouver to The World

Welcome to our Instant Life

Business owners and managers who have yet gone deep with a digital presence often worry about the time commitment, the ability to manage the content, the sheer volume of information and the return on their investment.

This week we watched in disgust as thousands of people went on a rampage in downtown Vancouver moments after the Canucks lost their second bid at a Stanley Cup. Over a hundred people have been arrested so far, clearly a tiny fraction of those who should be brought to justice, and a couple of hundred people were injured which in itself is a miracle. There have been incidents like this in the past where lives were lost.

Good Versus Bad

The actions are inexcusable. If you are upset that your team lost a hockey game, go home and smash your own house and car. But the very tools that were used to broadcast the Vancouver events to the world in an instant this week will slowly turn positive in two distinct ways.

There is video evidence of the actual people who did the damage and hurt others. It astounds me how anyone can destroy property, hurt others and happily film themselves doing it. There are thousands of Twitter, Flickr, Facebook and YouTube accounts littered with the names and images for authorities to sift through but the bigger question is one I’m not sure we can answer – why did this happen and if the Canucks had won, would it have happened anyway? It’s easy to say a small group of thugs started it – time will tell – but that doesn’t excuse thousands – yes, thousands – of others joining in.

Bad Turns Good

But the other positive result is that in mere hours, hundreds of Vancouverites were on the streets cleaning up their city and tens of thousands of supporters were spreading the news through various Facebook groups. Vancouver is one of the most beautiful, clean, fun, engaging cities on earth. If you have never been, I implore you to do so. If you have been, go again and let’s not let the bad ones prove what some are suspecting is a long hill to climb to improve the city’s reputation.

The digital age gives us reasonably inexpensive tools to spread ideas quickly. The social web has opened up avenues to people who share our interests all over the world. But the events of Wednesday night in Vancouver remind us the responsibility we have with our web presence and content.

Let’s remember our responsibility as human beings.

Kneale Mann

image credit: thescore

Marketing: What Now?

So you want to do some marketing and you're wondering what tools to use. There are a lot of options but what are best for you? What is imperative is sticking with whatever you decide to do. Because if you want to dip your foot in the pool, the best you can hope for is a wet toe.

* How much is too much?
* What tools should I use?
* How do I engage more?
* Is social media the answer?
* How long is my campaign?
* Should I mix my media?
* Is Twitter the answer?
* How often should I blog?
* Is traditional media dead?

I have had many people ask me whether they should start a blog or do a podcast, add a company Facebook page or sign up for Twitter, do an outdoor campaign or buy radio. It's no different than any other portion of your business - if you are not willing to commit to it, then you will never see the benefit and don't waste your time. Would you do one advertising campaign and expect that to build profits? Would you run a couple of miles then think you're ready for a marathon?

This is not social media discussion - this is a strategic planning exercise. If you are not fully integrated then you won't see the benefits of the entire toolbox.

Do you need them all and will you use them all properly?

Easier Said Than Done

It’s easy to watch a famous Hollywood actor navigate their craft through the script or an NHL player stick handle through the opponent’s defence with ease. That takes years of practice and commitment.

Look Before You Leap

First you need to back up the proverbial bus and ask the tough questions: Are you ready? What do you want from your marketing? Is your company well positioned? Do you see a potential increase in your product? What categories can you win?

Measure Twice Cut Once

Take the needed time to understand why you are doing something. Then get educated. Marketing, advertising, social networking, public relations and word-of-mouth are all powerful tools at your disposal. But no tool is the cure-all. One campaign isn't either.

What is your next step?

@knealemann

photo credit: ridgid.com

Spam Scam Scram

There are more emails sent and received every day, than there are humans walking the earth.

We are officially overwhelmed by email, advertising, marketing, voice mail and gadgets. The chatter is deafening and the chances of being heard are getting tougher every day. And social media is the new petri dish for advertisers and marketers.

The attention span of hummingbirds

During one of our long phone chats about how we would change the radio industry for the better, my good friend Sean Demery asked, "What is the lottery jackpot in Toronto this week?" I said, "$10 Million". He quipped back, "And you think you are going to cut through with free concert tickets?" That was 10 years ago.

Those were the days, my friend...

If you have ever seen footage of an NHL game from the 60’s, you will notice how bare the arena looks. There are no ads on the boards, the stairs are clear of logos, it’s pure and clean. But as soon as one advertising agency, one PR expert, one savvy marketing person realized that there were ways to exploit any flat surface, that all changed.

Watch a European hockey game now and you can't see the ice or the players for all the advertising. It's gotten just a tad ridiculous. Then again, it seems to be working for NASCAR.

Shut it off..

If you decided that for just one day you were going to avoid all advertising, public relations or marketing messages, your only choice would be to sit still in a dark room with the lights off. And try not to hear thousands of those messages in your head whilst sitting in said dark room. When you emerge, someone will be hoping to catch your attention.

We are consuming (and often discarding) content and messages everywhere, all the time. Annual online advertising in estimated at $24 Billion in the U.S. and $1.6 Billion in Canada. In comparison, Obama & Co. bailed out AIG to the tune of $185 Billion. So, digital revenue streams have a way to go. Sadly, so does the clutter.

Spam vs. Conversation

If you work in marketing, advertising or public relations you have clients that want you to help them make more money. But how often are you interrupted by messages you didn’t ask for or calls from people you don’t know or flip up, pop up, drop down, auto email blasts, dancing avatars or skyscraper ads in your day?

We laugh whenever we get the Nigerian bank email or someone claims that it’s ‘no money down’, 'guaranteed' or 'a sure thing'. With the National No-Call List in effect for Canada and the U.S., telemarketers have had to look at other avenues for revenue growth.

Advertising on Twitter? Shock horror!

When I used to talk on the radio, I really had no idea who was actually listening. It’s the same with this post or any messages we send to each other. There are some great ideas and deals for us all to enjoy. Equally, there is no shortage of people who are happy to spam, scam and scram. Why do they do that? Enough people say yes to make it worth their while.

How do you cut through the noise and get your message to its intended receiver without it appearing like spam or an interruption?



photo credit: newsday.com

Happy Birthday Mom

Today is my mom’s birthday. I will call her later but I won’t wish her a happy birthday. Last year, she made it official that she wasn’t “celebrating those things anymore”. My mom is my hero. This is the woman who made my life easy, supports every decision I make and backs me all the way. She has given me great joy and belly laughs all the way.

Mom is the most quotable person I know, makes the best cookies on the face of the earth, is never bored, reads veraciously, is always up on current events and never short on opinion.

This is the woman who; thought I was a shoe-in for the NHL, told everyone who would listen about her son the writer-broadcaster-executive producer, and has never been anything but straight up.

Mom came from an era where you had two choices at a tender age; work or work. She entered the workforce at 13 and retired last year at 70. She has a bright mind and for as long as I can remember, we have always had wicked long in-depth talks about everything – no topic is off-limits.

She is finally retired and I’m sure today she’ll be watching her beloved Toronto Blue Jays and going to dinner with her man Ross – the love of her life. Mom is finally making it about her and that makes me smile.

So I won’t wish her happy birthday today, it’ll be our little secret ;-)

km