Archives for posts with tag: like

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When the Web was young and digital marketing in its toddler shoes, a common practice was to require customers to fill out a form before they could access a site. Cheered on by “Get all the exciting news from Brand A” or “Don’t miss out on the latest events”, many customers signed on. Once spammers started to get rich and marketers over-communicated with their audience, these forms quickly disappeared. You didn’t have to fill out a form before you watched a commercial, grabbed a brochure or visited a store, why should that be different when it comes to digital?

Some tactics never die

Marketers are rehashing that old formula, forcing people to ‘like’ the brand before they can see any content. Brands and agencies continue to be obsessed with aggregating as many ‘Likes’ as possible. In the beginning it was done through other marketing channels, social games and apps installations. Increasingly, this has been replaced by using the ‘Like’ click as the price of entry to interact with content or get special offers.

Wasn’t social about conversations, engagement and long-term benefits?

Social Media was this big party where we can interact in transparent and authentic ways, right? We didn’t like the screamer that just yelled at us. Or the “Look-at-me-guy”, right? Last time I checked, those are as annoying as the people I need to endorse on LinkedIn or praise them publicly before we can start to talk. Don’t I deserve a chance to explore what they’re all about before I endorse them to all my friends?

Don’t mistake a “like” for an endorsement

Studies show that 58% of US Facebook users expect to gain access to exclusive content, events or sales after “liking” a company, while 58% also expect to receive discounts or promotions. More insightful is what Facebook customers don’t want: Bombardment with messages (54%), access to profile information (45%), pushing things into friends’ newsfeeds (31%) and companies contacting them through Facebook (29%).

We all have busy lives. We can’t “like” every brand, we don’t have enough time and bandwidth. Does it make sense to “like” everything that’s in my closet, office, living room, garage and shopping mall?

Exactly.

The forced “like” tactic might be a good choice for brand advocates. But, they are already on your side.

Wouldn’t you rather start a conversation with people that have no defined feelings toward your brand, winning them over? Your forced “like” tactic might just result in the opposite.

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When I first moved to Los Angeles, I listened to radio a lot. One of the shows I liked was hosted by Marc Germain. He called himself Mr. KFI or later Mr. KABC.

It was a nice show without screeners or any topics. People just called in and talked about anything they had on their mind.

Over time, I forgot to tune in. I liked his show but that wasn’t enough to make the effort to listen to him. He never made it big, he’s now struggling with a weekly show.

The first time I heard Howard Stern, I was riveted. I’ve never heard anything like this before. The topics, the questions, the outrageousness.

I’ve been a loyal Stern fan ever since. I’ve sat in a parking lot for an hour to be able to listen to the Stuttering John and Crazy Cabbie fight. I scheduled meetings around his show.

I purchased 3 different Sirius radios that all sucked, just to purchase another one. I didn’t want to miss the show. Each month, I fork over $10 to listen to him.

Howard Stern’s magic is not about being funny, a great interviewer or an outrageous character.

You either love or hate Howard Stern.

There’s not much in between.

Once in a while, his minions go out and ask people “Who is worse? Howard Stern or Charlie Sheen?” The majority of people said Howard Stern was worse. He lost against Mel Gibson.

That’s astonishing.

Actually, not.

He was himself. That’s why he was so different.

Being different evokes deep emotions in people. And that’s why he’s one of the highest paid entertainers in the world.

Some people hate it. Many people love it. He didn’t care about being liked.

He wanted to be different.

It’s easy to be liked. It’s hard to be different.

Most people want to be liked. They ask for advice how to be liked more. Ultimately, they become a commodity. Nothing to see here.

It didn’t work that well for Marc Germain, it doesn’t work in our industry and it won’t work for you.

You need to be different.

What makes you stand out from the crowd?

Once you know that, live it. That’s what people desire. That’s what people pay for. That’s what will change your life.

Brands: Stop trying to be liked. Be different.

The Facebook world lures brands into thinking that a “Like” has any value.

It doesn’t.

To be liked is being timid, being small, being easily replaceable. You want to be loved and hated at the same time. You need to stand for something. Something that evokes deep emotions. You need to have that friction.

Or you’ll disappear.

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We have worshipped our own existence since the beginning of time. We believe that there’s an afterlife because whoever we are, whatever we stand for can’t just disappear when we breathe the last time.

The Social Web helped us created an altar of self-worship: the personal brand. Economic pressures, the increasing feeling that all of us are free agents in this volatile world were the rational reasons for the advent of the personal brand. But it goes deeper: We don’t focus on achievements anymore, we focus on reputation.

We are not judged by skills, interests and motivations anymore. We’re judged how we can package all of these in a tweet, crystallize them in a blog post and get labeled as someone worth “following” or “liking”.

That’s why Snooki gets paid $32,000 for a commencement speech. $2,000 more than Nobel-winning Toni Morrission.

Whatever you think about this trend, Intel has captured it with their “Museum of Me”

It’s a rather lovely and moving depiction of all your Facebook relationships. And it showed me that way too many of many friends use their kids as an avatar. Museum of Me is pure imagination and very well executed.

I can see possible negatives when you have dead friends in your Facebook network or way too many exes you want to eliminate from your mind.

More importantly, Intel and Saatchi have captured the “Zeitgeist” of the “Me Economy”. Everything is about me: MeMail, Mevision, MeAd, MeMeMe.

The real question is: Where it will end? What kind of society are we building when everything is based on what each of us want and need?