Community does NOT need a Kitchen Sink

Kitchen Sink

Let’s face it.

If you are an enterprise with a traditional website, your community is probably now the most trafficked section – especially if you are doing any support or product idea sharing. It is going to be very tempting to add a bunch of “stuff” to your community just to get it some exposure by justifying it as “useful to community members.” Beware this temptation.

And – even if you are a small to medium-sized business, this warning still stands. Your website might BE your community. As it grows, evolves and matures you are going to be tempted to add some of the traditional website content or functionality. Beware this temptation.

There are two entirely different types of content and one of the quickest ways to dilute the value of your community is to clutter it with content and utilities that are not truly social in nature. Your community should not be viewed as the one gateway for customers to experience the wealth of information about your company. It should be viewed as the one gateway to all things two-way in nature.

At the core of this concept is the definition of community, right?

The definition I would like to use is actually from several years ago, but I bumped into it again recently. It says that communities have:

1) Boundaries (not everyone can join)

2) A sense of common purpose (together we achieve more than we do alone)

3) Reciprocity (one-to-one relationships)

4) Rules (and penalties)

5) Self-determination (community cannot be imposed)

If you are considering adding links to applications or new content that will be “useful to community members” and it does not satisfy these criteria, then leave it out.

Examples might include knowledge bases, event listings, user group lists, software download sites, and news feeds. Unless these types of content are being pulled into the community AND allow reciprocity (comments, rating, bookmarking, tagging) then it will just cloud the community-building waters.

Leave all that other content where it belongs and where people expect it – in the top navigation of every conventional website out there. I am sure it really belongs in one of your Products, Solutions, Services, Support, or About Us buckets anyway.

Credit must be given to Mat Morrison for the community definition. He posted it in the comments of one of Jeremiah Owyang’s old blog posts.

What is the one item you need in your 2010 marketing/brand budget?

What is the one item you need in your 2010 marketing/brand budget?

I’ll give you some hints.

  • Apple has used them for many, many years.
  • They come in varying shapes, colors and sizes.
  • They are typically affixed to things.

Have you figured it out yet?

Did you guess notebook bumper stickers?

That’s right. Notebook bumper stickers. The rainbow Apple logo was designed in 1977. When turned into a sticker and placed on notebooks, car windows, and suitcases, it became a badge of innovation and creativity. The stickers have changed over the years and they are a simple white graphic now, but the concept is still the same and many people show their Apple loyalty with the stickers — even covering up their logos on their PCs with the iconic Mac brand. Now days, the Apple sticker still stands for innovation, but you would have to add superior customer experience and technology to the list of attributes assigned to the company reputation. It’s become a technical “political” statement and a visible, yet passive, way to buck the norms of the enterprise IT/technical environment being drowned in stifling audit processes.

I’ve been meeting with, and talking to, a lot of people recently. During all of these conversations I’ve begun to notice a trend. The notebook bumper stickers are back in the emerging social media technology space and it is again becoming a badge of honor to show your company loyalties. Companies like Radian6, HubSpot, The Community Roundtable and more have begun producing and distributing their logo stickers and people are once again plastering their meeting notebooks, laptop covers and  hand held devices with them.

So why is this an opportunity for you?

Notebook bumper sticker exampleNotebook bumper stickers are back, but not everyone has jumped on board again, yet. There’s still an opportunity to be the first in your industry to dole them out like candy to all your customers. It’s an easy way for your customers, partners and general enthusiasts to show their loyalties and to spread the reach of your brand without having to do too much work on their own.

The bar is low for participation. Unlike with logo t-shirts (which most people can’t wear to the office or to business meetings), the notebook bumper stickers are portable and all a person has to do to participate is peel and stick. It couldn’t be any easier.

The notebook bumper stickers are cheap. With sites like Branders.com, it’s very easy to create and print your own stickers. They run anywhere from $.06 to $1.47 per sticker and the more you order the cheaper they get.

So here’s a photo of the cover of my meeting notebook. I’ve got just one so far, but hope to build my collection as I receive them from my favorite companies. I’m happy to share in their brand impression.

What does yours look like? Post a comment and link to a photo of your notebook bumper sticker wall of fame (you’ll need to host the photo in Flickr or some other photo sharing site) for all of us to see!

Five somewhat warped inspirational thoughts.

Many people in my Twitter stream quote inspirational thoughts.  Although the five I’ve gathered over the past week aren’t the same caliber as those quoted by John F. Kennedy, Abraham Lincoln or Martin Luther King, they are inspirational just the same (in a warped kind of way), so I thought I’d share them with you.

Give them a chance, they’ll grow on you.

1.) The roof tells the story.

Last Thursday night it poured down rain. Buckets of rain fell and woke us out of a sound sleep on numerous occasions. Friday morning it was still raining just as hard. That morning, while walking the puppy, I realized that the contractors working on a new house next door to us were working feverishly to finish the framing. It was pouring rain. Those house framers didn’t seem to mind one bit – radio playing music, generator humming, nail guns pounding (no one uses hammers anymore), a damp chill that had to be worked from your bones so it didn’t take over, and a new home being built for one lucky family.

This same day, I saw at least five people in my network post comments on Facebook similar to, “today is the kind of day you just want to curl up in bed and go back to sleep.” I have to admit the thought crossed my mind, too.

What’s the difference between the house framers and those who want to hide from rainy days? They had purpose. That house build had meaning to them. I found out just today from speaking with one of the builders, that one of their crew (a father and uncle to some on the site) had passed away three weeks ago while building that very house. The rest of the crew wanted to finish it in his honor. Their commitment is now permanently visible on the roof.

I’ll make a very broad generalization and say that maybe some of those folks (myself included until I took a bit of the builders’ purpose and decided to push forward) who wanted to curl up and sleep the rainy and cold day away – lacked a driving desire to work for, toward, because of, or in spite of something. Find a purpose.

Our Neighbor's Roof
Our Neighbor’s Roof

2.) Want to feel good about yourself? Watch the Jerry Springer show.

A colleague of my husband’s, who was out of work in the past, concurred with me that Thursdays are the worst day of the week when job hunting. It’s the low of the low and she said, “I never thought about it but, now that you mention it, if I got all the way through Thursday soaps operas, Oprah and to the Jerry Springer show, then I knew it was going to be OK. If you ever want to feel good about yourself, watch Jerry Springer.”

I got to thinking that her approach was not so different from mine. I have been job hunting for 5 weeks now and have yet to turn on the television, but one of the reasons I have been getting more involved as a Hospice volunteer and just generally donating more food, money and time during this work lull is because it keeps me grounded with reminders about what is really important. For some it’s Jerry Springer. Thanks, Jerry.

3.) I love this shirt so it will fit.

This inspirational thought is courtesy of my five year old daughter who is trying to deal with the fact that her favorite shirt is starting to get a bit tight. She’s had it for three years. The innocence, optimism and sheer naivety of the comment has encouraged me over the past five or six days to just say “yes” (ala the Yes Man movie) to a few things in my life. Some believe that you make the life you want so if she can make her shirt fit then I suppose I can take steps toward achieving what I want in life. ;)

4.) 90% of social media is just showing up.

This one comes courtesy of @BostonMike. Many might think it is common sense, but in the social media space I think there are a lot of people who don’t know this fact or seem to forget it frequently. For geeks (I am one) social media is an easy way to connect with others, but if you don’t EVER show up in person then you’re missing out on half (I might even say ¾) of the fun.

Extrapolate this idea out to the rest of your life and you’ll be amazed at how your relationships are deepened just by showing up and participating in person with your friends, family, and colleagues. Be social.

5.) Ring the bell the next morning.

It’s an @billrozier statement, for sure. And it’s so true. I haven’t heard him say it recently, but the basic concept can be applied to any number of situations and it runs through my mind frequently. The context for the phrase is – go ahead, play hard. But just be sure you’re there to ring the work bell the next morning. Be present and have your A-game ready. It also has been inspirational to me in times where something has gone wrong and it would just be easier to ignore it and forget about it. And that doesn’t just apply to work situations. It can also be helpful when dealing with situations involving family or friends. Ring the bell – face it head on. Play hard, live hard and ring the bell.

Job hunting? Sleep through Thursdays.

I’ve been in the job market for 4+ weeks now. It’s an odd market. I am both lucky to be in it, and — at the same time — very unfortunate because employers are tapped for resources, hiring cycles are longer and we’re coming to the end of the year.

Give it a chance. This really is a hope-inspiring post.

I have found that the job hunting week goes something like this:

MONDAY - it’s a brand new week. You’ve got some things lined up from the prior week’s work and you’re jazzed to tackle this new adventure. You remember how lucky you are. You are having excellent conversations with many very talented and smart people in your industry. Meetings about web marketing, communities, and the social medias are exciting and participatory discussions these days. It’s not every day that you get 4+ weeks carved out from your job to go learn. Good things await you.

TUESDAY - it’s a working day. Tuesday is one of those days for which you often schedule meetings, interviews, lunches, and networking events. Time flies and Tuesdays go by fast.

WEDNESDAY – it’s the second working day of the week. It flies by just as fast as Tuesday and for the same reasons.

THURSDAY – it just bites. You realize – Holy crabgrass, Batman! – another week has escaped you. You’re still unemployed and while you’ve learned a whole bunch – that doesn’t pay the mortgage. The conversations you’ve been having all week haven’t materialized in any booked meetings for next week and you’re not sure how this is going to play out. Thursday is the day it becomes all too real. You’re frustrated, scared and sad.

FRIDAY - It’s a new day. Yes the week is over, but now you have Saturday and Sunday to step away from job hunting – to take that much needed break. Some meeting or interview or conversation you had earlier in the week somehow pulls through to more work for Tuesday or Wednesday of the next week and you’re off and running again.

So what’s the best way to survive Thursdays, you ask?

Some people sleep through Thursdays. Some people take Thursday off – no job hunting. Some people drink on Thursday and start the weekend early. Some people get sucked in by the emotions and begin the downward spiral into depression.

I say — live Thursdays. I have come to understand that it’s the day that I won’t feel so great. That’s OK. The other days I don’t let myself get down. I keep my positive attitude. On Thursdays, I acknowledge where I am in the process and allow myself to work through all the emotions that go along with my new adventure. Don’t get me wrong, Thursdays bite, but even I know that if only 1 out of 6 days is cruddy, then those are pretty good odds.

Feel what you need to feel on Thursday, go to bed early and be ready for Friday. Friday is a new day.

Six finger silent treatment for marketers

During the pilot of “Cougar Town” (Judge me. It’s OK. I think it’s a funny show!) Courtney Cox gets angry at one of her co-stars and holds up six fingers. Five on one hand and just the thumb on her other. Her co-star quickly retorts, “Oh, what? So now we’re not talking for six minutes?” And, the silence ensues…

I laughed and my husband just shook his head. Probably because he knew at some point in the near future he’d be subject to the “six finger silence” method. I had laughed too hard to let it just pass by without using it!

It got me thinking, though, about all the different situations in which I could use the six finger silence method — and the six minutes of silence I often wished I got from marketers. Communities and social medias allow us the luxury of doing our own research on a company or product and I wish that companies respected this new order of things. Prospective customers need the six hypothetical minutes of radio silence while they process all the information available to them and before they start being marketed at. I say “at” instead of “to” because as Brian Halligan at a recent AMA Boston event said, “we’re all just sick and tired of being marketed at.” We no longer have to sit on a couch and watch a TV commercial because we’re too lazy to get up. We have remote controls now and we can change the channel.

I wish some companies (you know who they are – the obnoxious ones sending you repeated email blasts and call you several times a week when you’ve never even indicated an interest in their products)  waited until I raised my hand and asked for direct information. I wish instead of marketing at me, they observed six minutes of radio silence and focused their time and energy on creating content that the masses could consume, react to, and provide context for all of the rest of us doing our research. Then, when we were ready, we could raise our hand and receive their marketing information.

  1. They could preserve their highly-valued prospect database and only market when they had important things to say
  2. They could take advantage of using the lower cost community and social medias to create and propagate content that encourages people to raise their hand as a prospect
  3. I am a happier customer because I’m receiving the types of content and marketing information that works for me

So, to all those companies that market at me – with no regard to frequency or how disruptive your marketing techniques are — I give you the six finger silent treatment while I go off and talk to your existing customers to see if you’re worth it.

PS – I am a Marketer.