So, I sat on a digital marketing panel for the Utah Chapter of the American Advertising Federation (AAF Utah) last night. With some illustrious local advertising experts:

Jason Bangerter, Founder StruckAxiom

Dave Nibley, Creative Director Rain

Craig Aramaki, Chief Digital Officer Richter7

Ian Barkley, Business Development Rastar

And Me, Shawn Butler, Digital Strategy Saxton|Horne

Here is a photo of the panel:

 


Here is a photo from the panel:

 


(Notice the conspicuously empty front row)

One of my favorite moments of the night was a discussion on social media marketing. We identified that sites like Facebook, Twitter, YouTube and even MySpace are vehicles for tactical execution of an overall strategy. Craig mentioned that social networking is not new, that it was a part of human nature to give word-of-mouth referrals to our peer groups. And I shared my illustration that we are simply using technology and the facility of social media platforms to augment a behavior that has been occurring since the days of the cave men: A Twitter post that says “I love the burritos at Cafe Rio” is our modern equivalent to “Hey, Og, eat there! That bush has good berries.”

I though it was a clever analogy, and it apparently struck a chord with some audience members!

It was a great conversation in a room full of smart people. And says GREAT things about the future of digital and creative advertising in Salt Lake and the Mountain West area. For more fun quotes, you can search Twitter or go to the Utah Ad Fed’s FB Page.

The 6th Legal Addiction

The FDA currently recognizes 5 substances as being both legal and addictive:
Legal Addictive Substances:

1. Caffeine
2. Nicotine
3. Alcohol
4. Meds: Aspirin & Prescription Drugs
5. Sugar

Reading the definition above, and in my profession as a social media marketer, I am more and more convinced that we have discovered the 6th legal addictive substance. Social media websites like Facebook and Twitter fit the description of an addictive substance perfectly. In fact, psychologists are currently debating an additional substance called IVR that would be attributable to a line of “behavioral addictions” including compulsive shopping, kleptomania, overeating, problem gambling and Twitter usage. Research has shown that engaging in social media activities stimulates the same neurological pleasure sensors of the brain, releasing alpha waves and endorphins into the system, as cocaine, heroine and sexual activity.

Skinner’s Box

In the 1960’s, famed behavioral scientist B.F. Skinner, originator of “pavlovian training” and “conditioned response,” ran experiments on animals that determined a type of addictive behavior he called Intermittent Variable Reward (IVR) – A method of behavioral reinforcement conditioned by rewarding action intermittently (as opposed to consistently).

One of his experiments consisted of putting a rat in a cage with a button that it could push to release a food pellet. The rat would at first push the button a few times, and then, gradually get into a pattern of just pushing it when he was hungry.However, Skinner found that if he adjusted the button so that it sometimes gave 1 pellet, sometimes 2, and sometimes no pellets, that the rat would become addicted to the act of pushing the button at the expense of all else; forgetting to eat, to sleep or anything—literally pushing the button until it died.

Classic Behavioral Addictions

This is the same psychological mechanism that makes slot machines so addictive. You see, it’s the “variable” that is exciting to us. It is the “not knowing.” If a slot machine gave you back a $1 every time you inserted $1, it would be like an ATM machine. You’d never get addicted.

There are literally thousands of people right now all over the world who are compulsively clicking the refresh button on their email, Facebook, and Twitter to check if they have been tagged, friended, unfriended or invited to something. The science of intermittent variable reward tells us that we’re “addicted” to checking our social media accounts not because we know we’ll be rewarded with something interesting, but because we might be.

FUN FACT: There are only 2 industries that refer to their customers as “users:”
1. The internet. 2. Drug dealers.

Billboard Proclaims The Death Of Old Media Through Old Media

In 2007, when I first started using social media as a marketing tool, it was just called “new media.” In the years since, digital marketers have made large strides, like dropping the vague term “new” and replacing it with phrases like “social network marketing” and, most significantly, adjusting the way that brands and businesses interact with their customers. We have learned a lot from our early experiences with social media. Here are some of the lessons social media taught us that are being applied across all forms of media, new and old.

Targeting the individual. One-to-one marketing is not just for social media anymore. With the recognition of the long tail has come permission to “waste” impressions. I am seeing more instances of marketers using traditionally mass media vehicles to microtarget niche audience.

Previously, to hit a highly specific audience like “Investment Bankers for Web-based IPOs” meant taking out a full page in a highly specific targeted medium like The Kiplinger Letter. This is changing.

Recently, Tim Ferriss wrote about an unusual billboard purchased by Zynga in Silicon Valley. He says, “There was no tagline, and I joked to my passenger, who was in the financing and IPO business, ‘I’m not sure who that’s intended to sell.’

The Tag-less Zynga Billboard

[His passenger] laughed and responded with ‘Dude, that’s not for end users. That’s to get the attention of the bankers driving from SFO to downtown.’

Leveraging Pass-Along and Word-of-Mouth. In that same article, Ferriss cites an example of not targeting your audience at all, but targeting the people who influence that audience. “At American Apparel, many of its best-known ads ran in obscure publications or in short bursts on niche websites. Millions of people know about them, however, because blogs thought they were so interesting that they wrote articles about them.”

The brilliance there is that the brand actually got more mileage out of their ad purchases by getting the pass-along value of what is essentially “free” advertising by highly influential bloggers. However, this type of editorial coverage and the buzz it creates is the type of advertising that big businesses have learned they cannot buy through a media broker.

Everything is Clickable. If someone is on a company’s Facebook page, the marketer knows that posting a clickable link will send many customers to get more information. With the increase of tablet PCs and mobile devices, marketers can now make this assumption with every medium. The QR code is an early integration of print with web. At the Smithsonian museums, visitors will see codes on the displays that are scannable with their web-enabled devices that will bring up apps, information and interactive learning.

Visual recognition programs for mobile devices, like Google Goggles, are being used by companies to deliver more information to their potential customers who take a picture of their products or even their logos.

As brands continue to understand the value of engaging with fans and seek metrics beyond impressions, we will see more integration of social, interactive, and location-based media with traditional media. Already, we see more restaurants posting the “Check In to Foursquare” window clings and counter cards to remind visitors to pair their physical visit with an internet visit.

A few years from now, when social media is no longer a “hot trend” but an additional, accepted marketing tool, I would like us to all look back and see that 2011 was the year that all media became “social.”

I am restating some ideas already expressed by Seth Godin, David Kirkpatrick and Mark Zuckerburg, but I believe the current greatest enemy to online privacy, copyrighting, legal, libel, and simple self-governance, is the issue of user anonymity.

The motion of many organizations, including the social media leader, Facebook, is towards an internet that requires identification and validation of the user.

The method currently used is very primitive: validation through registered email, placing verification code onto a personal website or blog, and early steps into universal profile connections such as Google’s Friend Connect, OpenSocial, and Facebook Connect.

The leaders in this are obviously Google and Facebook, both racing to become “The Internet,” essentially being everywhere and touching everything, the most recent play by Facebook of putting the “Like” button everywhere. But here is where the move toward a user-identified web is affecting the world of online gaming:

Bye-bye trolls? Blizzard forums to use real names

July 7th, 2010 @ 12:49pm

By BARBARA ORTUTAY
AP Technology Writer

NEW YORK (AP) – Activision Blizzard Inc.’s move to require people to use their real names if they want to post messages in online forums for games is the latest sign that online anonymity is falling out of favor with many companies.

The upcoming change has upset many gamers who prize anonymity and don’t necessarily want their gamer personas associated with their real identities.

Blizzard, the maker of “World of Warcraft,” said Tuesday that the new rule will go into effect later this month. It will apply first to forums about the highly anticipated “StarCraft II,” out July 27; other games are to follow.

Blizzard hopes that making people use their real names will cut down on nasty behavior in the forums and create a more positive environment. Players will have the option _ but not a requirement _ to display the name of their main game character alongside their real name.

Marc Rotenberg, executive director of the Electronic Privacy Information Center, said Blizzard is the latest company to require real identities. But he added businesses have “a lot of freedom” in doing so.

Facebook, the world’s most popular online social network, asks users to sign up with their real names. The company tries to delete fake profiles it comes across. A growing number of blogs and news sites are also abandoning anonymity. The Buffalo News said last month it will start requiring commenters on its website to give their real names and the towns they live in, just as they would do in a printed letter to the editor…

Article continued here: http://bit.ly/beMaK4

The other day I had someone ask me, “Hey, I saw that you know thousands of people on your LinkedIn, Facebook and Twitter pages, could you ask one of them to get me a job?”

I felt utterly stunned at having to state the obvious, “I don’t actually know most of those people.”

I love social media sites. I spend entirely too much time on LinkedIn, Facebook and Twitter… especially Twitter, but I want to establish a clear distinction between social media sites and social networking.

“Social Media” is the term that generally groups together websites where the majority of content is created by the users. Typically they use log-ins, account names and personal profiles to connect people and focus on the “interactive” elements that have been key to the web 2.0 progression. We think of sites like Twitter, YouTube, Facebook and Flickr. But “Social Networking” existed long before Web 2.0.

Mankind is a social animal with a long tradition of societal interdependence. Ashton Kutcher, the self-appointed champion of the Social Web, recently said:

“[H]uman beings are born not able to even sustain themselves, so at the end of the day, if you ultimately did something in your life that was great, you at least owe your mom.” –Ashton Kutcher from AK FTW, SKY Magazine, Feb. 2010.

Social Networking is the normal and timeless practice of making connections and helping people out. Using technology to facilitate these contacts makes it easier and more efficient, but just as in the past, “It’s not about the number of contacts you have; it’s how you use them.”

Another great quote about the effectiveness of this new tool today and its potential in the future comes from one of the all time greats in peer-to-peer marketing, Seth Godin:

“Social media is either a time-wasting, wool-gathering, yak-shaving waste of effort or, perhaps, just maybe, it’s a crack in the wall between you and the rest of the world. It’s a choice” –Seth Godin

Make your choice. Use your tools wisely.

Are you lonely? Unpopular? Looking for a world-famous, professional athlete to hang out with? Do you have a couple of extra grand you’re willing to spend for a friend? Then Keep Reading!

For $2,000, professional skateboarder and videogame character Tony Hawk will call you, answer any question you have or change the outgoing message on your voicemail. For a little more, he will go Go-Kart racing with you, play mini golf, escort you to Disneyland, or even show up at your school.

From his website
“For the first time ever, you can spend the day with Tony Hawk and his friends in some of the most unique places. The Tony Hawk Experience is your exclusive opportunity to have a personal experience with you and your friends with the world’s most famous action sports figure and to benefit the Tony Hawk Foundation while you do it.”

This is Genius! Professional athletes and celebrities have been doing things like this for years. It is typically labeled under something foggy like “Guest Appearance,” includes a hefty appearance fee, and is trafficked through their agent. But most people don’t know about it or think of it. The brilliance behind what Tony Hawk is doing is that it is posted as a prominent link on his website. He is putting it right out in front of his audience! Hawk recognizes that fame is directly tied to having fans, and he is offering himself up to those fans in the places they spend the most time – the internet.

Tony Hawk’s online popularity, augmented by the release of his 11th video game title, is evidenced by his more than 1.4 million Twitter followers, ranking him 24th most popular on the site. It is the old maxim of “Go Where Your Fans Are” and he is using his fame to augment his fame. The more kids that can afford his phone calls and Go Kart races, the more people will be buzzing about him online, the more video games he will sell, and the more kids will pay for his phone calls and Go Kart races. It’s a vicious circle.

My favorite is this for $75,000 – “I will pick you up at LAX in my 620hp Jeep SRT and we will visit cliché tourist spots” around L.A. That’s a bargain, folks. I would charge you at least twice that and I’d pick you up in a Honda Accord.

I joined Twitter on 27 June 2007. When I first got there, it was a fairly empty place and I left after just a few minutes. My first tweet, like so many other noobs’ before me, was something like:

Since that fateful day, I have watched as many others jumped on board the Twitter Train and made it “mainstream.” People like Robert Scoble and Guy Kawasaki and Oprah. Here I made a chart:

So with all this new press, the internet is becoming full of articles touting “why Twitter is a great new social media site.” But I want to draw attention to what Twitter REALLY is.

“Social Media Site” is the term invented for MySpace, Facebook, Bebo, Orkut and others to describe online networks where you create a profile and fill it with pictures and quotes and articles and friends. Social Media Sites were built on the idea of mutual friendship and willingness to exchange information. They are the most recent step away from the long-held traditional media pattern of broadcast communication of the few to the many. Now, with Social Media Sites, people, including bands, brands, and companies, are communicating one-to-one.

Well, Twitter is not a Social Media Site. It is not a static page consisting of a user-defined profile stocked with photos, quotes, links, and lists of friends. The very protocol defies the Social Media standard. You do not “Friend” or “Add” on Twitter. You “Follow.” There is no implied reciprocation. The list of people that you follow on Twitter is much more akin to the traditional media measurement of viewers or “eyeballs.” And we are again using a broadcast medium, the few to the many. If this were MySpace or Facebook, the numbers for “Following” and “Followers” would all be equal. (i.e. – “Friends follow each other”). Instead they look like this:

Those ratios defy the one-to-one idea of Social Media and are akin to the one-to-many target numbers of several forms of traditional media. So what is Twitter?

Twitter is the fastest form of user-generated broadcast media.

I found this last week by Stan Schroeder on Mashable: “Yes, we all know that Twitter is great for tracking conversations. [However, there’s also] been a lot of talk that its biggest strength is precisely its search. But sometimes it’s hard to fathom just how important this is. Google is the biggest entity on the Internet. It is synonymous with “search”. It feels like it’s been around forever. It is also not able to compete with Twitter.”

He does not say that Google can’t compete with MySpace or Facebook. Google owns a Social Media Site. What Schroeder says is that people are using Twitter as an ALTERNATIVE to Google. A peer-to-peer, unmonetized, predominantly unarbitrated search alternative in order to quickly gather information. This is not a new Social Media Site. This is a passing-of-power in the broadcast media field.

Our firm is producing the most exclusive and elite sporting event series ever held – the ultimate sports fantasy come true. We are seeking individuals with skill in online social networking websites and a passion for professional sports.

• Expertise with MySpace, Facebook, LinkedIn, Twitter, YouTube, Google, Flickr, and other Social Networking Tools
• Passion for Sports, Professional Athletes, Sporting Events, and Competitive Poker
• Strong time management skills and personal accountability
• Availability to start immediately and commitment to succeed at this project

If you feel you fit this description, please send us a copy of your resume and links to your social networking profiles at sbutler@sportslegendschallenge.com. Please do not call about this position. After reviewing your resume and social media experience, we will contact you for an interview if we believe there is the potential fit. Thank you for your interest, and we look forward to hearing from you.

Uh-oh for the King and Queen of Social Media Sites, now Google is looking for a non-proprietary way for people to join and create social networks. In the article Google Wants To Be Your Universal Profile Too…, Stan Schroeder explains how Google’s “Friend Connect” service will make online profiles completely portable.

Here’s Google’s own explanatory video and Schroeder’s definition:

“Friend Connect is a tool which enables any website owner to add some code to their site and get a number of social features. You know, all that stuff you usually can’t be bothered to install plugins for: user registration, invites, members gallery, reviews, message posting, and – most importantly – third party OpenSocial apps.

In practice, this means that anyone will be able to log in, for example, with their OpenID on some blog, and converse with their Gtalk, Facbeook, or Plaxo friends. The web as a platform, it’s finally happening, folks.”

The idea of an Open Web is not without opposition. Zuckerburg’s Facebook again shows its monopolistic bent by obstructing Google’s initial launch of the service. So, in the battle to control the newest online medium, while Facebook and MySpace square-off over proprietary profile info, Google leaps both by creating a universal profile open app. The future of social media may be in another Google mashup. To truly achieve the effect of rubbing their noses in it, I think they should call it “MyFace” or “SpaceBook“.