24 Days, 0 Tweets
Last December, I took a vow of radio silence from Twitter for 17 days, and although I did find some peace in being untied to my iPhone, I also found that I missed online engagement more than I’d expected. This year, I’m upping the ante, and going Twitter and Facebook-free for 24 days to try and understand more about how social media tools truly impact the life of someone who works in the business itself.
Neither of my top clients — the paying nor the offspring variety — are doing anything on Twitter or Facebook over the next three weeks. So why should I? What can I learn from the online community that I shouldn’t be learning from the people and magic and family that surrounds the holidays in my own home? And what is it about my world that is so important and exciting that I need to disengage from it to broadcast to the world? I’m guessing, not much.
My motivation last year was a $100 credit to Anthropologie from La Gringa if I was able to keep the vow. I don’t have a carrot yet this year. I better think about that.
Now there are logistics to keeping me completely off of Facebook and Twitter for over three weeks. I don’t have self-restraint, so I’m going to have to remove all temptation. Here is how I plan to do it:
1. Remove all social media monitoring tools from my desktop (this is no small task).
2. Remove Tweetdeck and Twitterlator Pro from my iPhone.
3. Go to Twitter.com and set my preferences to not receive any alerts to my mobile device (that’s cheating!)
4. Go to Facebook and set my email alerts to none.
5. Remove FB app from my iPhone.
6. Leave a post/tweet of the day I will be returning (this is mostly for work stuff)
What do you think? Think you could do it? I challenge you to try.
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Privacy Meet Transparency, Your Ugly Twin
It has been a long standing debate in our industry about the value of transparency in communication. It breeds trust, gives tangibility and street cred. Being transparent is cool. Until it’s not. Equally, we look at privacy protections, safety of our families online and the need to use code names and words for just about everything from the dog to the husband. But transparency has come to a place online where being truly transparent and completely private online are both pointless, fruitless battles. It’s us against the (PR/marketing/Google) machine, and we’ve lost.
I’ve used code names for my kids and self for years. I worked hard to keep my LinkedIn separate from my blog. I put my online personas into buckets: Facebook/LinkedIn in one bucket; Blog and Twitter and Flickr in another bucket. I went so far as to set search alerts for my name with my user names and cross reference the searches with my kids names — all for the sake of being both transparent and private. But somewhere along the way, the web got smarter than me. Oh, it just took one link to here or there, one re-tweet, one comment that used my real name to put it all together. Mark 2010 as the year that the Internet truly began to never forget.
The biggest problem with working in online communities has always been transparency — both the lack of it, the strive for it and the freakout when it comes to pass. It’s true that most people I know online know me as Garza Girl, and when I introduce myself I expect the blank stares, but as soon as I use my online name, the recognition comes. But the yucky side of that is that if you know me online, you know my dirt, because it is there in the cloud, where I, like so many others, have the false security that I’m writing anonymously. Transparency as we know it is dead because if it has to be staged, hidden behind user names and goofy profile pictures, then it’s not really transparent. Online transparency has a new norm: bare all or someone else will.
My someone else day has arrived.
I’ve been selected to be one of 15 iVoices for NBC/Universal’s iVillage. This means attaching my real name to my real face to my real life. This means being a face of a two-mommy family. This means the world will know that I feed my kids organically to prevent my daughter from having early puberty. This means that my crossed-eyes can’t be hidden. It means being transparent about my opinions on parenting to the world, not just in my backyard between like-minded friends. It means my exes — from the super insane thief to the one that got away — will be able to access me in all my 10-lb weight gain glory.
This move toward transparency also means that I will be able to work on stories that I am passionate about. It means I will put my image fears to the forefront of challenging myself to look in the mirror and into the camera. It means I’ll be able to offer a peek at what it’s like to be a two-mommy family. Being transparent means I’ll have to keep myself in check (can’t rant at the kid’s teacher anymore), keep other’s privacy in check, keep myself open to failure when it comes. It means, above all, that I’ll be living externally and that my role is to ensure I’m living that same life privately — the best I possibly can.
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If I… Was a GroupOn Freak-o-Matic
I am not a coupon whore. Not even close. And although the economy has knocked us all on our butts, I still only participate in coupons if the stars align just right and I happen to see a coupon, happen to have time to save it, cut it, not lose it, not smoosh it to bits in my handbag, take it to the grocery store, need the item, buy the item and remember to redeem coupon. For 25 cents off, this seems like a lot of brain power. Nope, not a coupon type person.
Until Groupon. And SavvySource. And Fresh somethingruther, Daily Deals, Juice, Mamapedia, Group Swoop, Yipit Do it buy it fry it try it. Oy.
Unexpectedly, I have become a complete Groupon junkie. And likely, so have you. There is going to have to be some consolidation in the space. And if I were the czar of all things group buying I would focus on the following four things:
1. Think Vertical. It makes no sense to use similar technologies to accomplish the same tasks. There are even a zillion white label group buying softwares to start your own knockoff. Rather than reinvent the invented, I’d encourage companies that have a niche group buying model like App Sumo (a group buying site for software) to build out their niches. If GroupOn is local, verticals can go deep with the same customer’s targeted needs (without the local spin). App Sumo could, for example, use their audience to leverage new niche buying: Software, Hardware, Apps, and IT. There you go. Own the vertical space.Forget about local if you’ve got niche. From there, go category specific. Vertical consolidation has got to be one of the first changes in group buying.
2. Think Consumer. The downfall of many daily deals is that they are hyper local but broad. Although GroupOn went heavy into hitting every major world city (nearly 40) and close to 100 US cities, they haven’t yet leveraged their database to highly target user purchasing. There’s room in a rapidly saturating market to hit customers with what they want and be able to repeatedly deliver for them. Quality has to count. Be sure to vett out your customers well. At some point, Mamapedia is going to run out of Moms in San Jose who want deals on spa treatments at every place on El Camino Real Blvd. There’s only so much spa a girl can take. But, however, if Mamapedia refocused to go completely postal on offering me things that are (a) in my spending range for instant gratification/POS purchases (b) hit me with variety (I’m not just a mom!) (c) was both local and virtual and (d) only offered the good stuff and weeds out the crappy deals for me, then you’d have me as a loyal customer. So loyal, in fact, that I might just unsubscribe from Living Social. Make me a rockstar purchaser and I’ll return the favor.
3. Put real money into editorial. Voice is one of the most important things to look for in what we see next from group buying. This isn’t for marketing 101. Targeting isn’t enough. If you’re going to go vertical and focus on customer retention (even if the price point is lower), then you’ve got to speak to me. This is a relationship, afterall. You have my credit card, my attention, my inbox, my loyalty. You speak with me every single day. That’s more than I speak to my mother. Many of the leaders in daily deals use generic communication tactics. Boo! Take cues from sites like BuyWithMe who write unique copy and not PR submitted blahblah. It’s all in the positioning, the communication and the delicate yet direct call to act.
4. Think customer. So the bad news in group buying is that it might be a deal for you, but in general, it’s no bargain for the company (usually small business) offering the deal. The marketing dollars are well-spent and putting companies on the map is important. Once qualified, think about how to help the customer. How are they going to make real money here? What’s the package you offer them to help with user retention? What should they be prepared for? You are likely taking a small business’ Yellow Pages marketing dollars. It better be worth it. Be a customer care advocate. Help set expectations. My friends at The Grapevine Wine and Bistro lost money on their absolutely smashing Groupon deal from last year. There were over 1000 people who bought-in on the deal. It was a financial hit for them and wasn’t a new customer acquisition play either. They’ve learned and now are part of Groupon “G” points, ofering an ongoing discount rather than a one-off daily deal. Ace Hardware also took a hit too when they learned their computer systems couldn’t handle the Groupon couponing. They spent more money in getting their cash registers able to accept the Groupons without fraud than they did in income for the deal. What can you to to be fully customer focused to help customers become evangelists?
Consolidation in the group buying space is certain. Watch for key players to swoop in — eBay is running a good, but simple daily deals site that’s getting some traction. I’d expect Yelp to develop something here soon. I was surprised they went with the Foursquare direction before the daily deals, especially considering the controversy with their sales teams. Keep an eye on Merchant Circle, the online small business tool (advertising, ratings, blogs, community) for merchants to reach local customers. An acquisition for MC would be likely and beneficial to their model.
My existing group buying deals include: Zip lining, Kayak lessons for fun, Empire Tap Room, Edna Ray and Habana restaurants, Ace Hardware, A & I Books Online and A Work of Heart for creativity, One Month at Club One Fitness + 60 Min Massage and waxing services for body, The Gap and Bella James for clothes. My total savings to-date have been over a thousand dollars; my total purchases have been around $300.
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Three Time-Saving Product Ideas for #FB
It’s hard to argue that Facebook, with 500 million active users, has succeeded in finding a simple — and addictive — way for people of all ages to communicate. Rumors fly daily about what the next feature will be, how #fb plans to steal your identity, your first-born, your future. But truly, all Facebook really steals from you is your time.
I have no idea how long I’ve been on Facebook. A long time. I’ve been a power user (Scramble games in the afternoon, stalk ex-boyfriends at night), to a casual engager (messages with old high school classmates that hated me back then, but seem to be excited to know me now). I’ve ditched Facebook completely for months on-end. I’ve used it for work, for clients and for self-promotion. I’ve used it as a voyeur, a supporter, a loneliness killer. Facebook is in world-domination-mode, and there is very little anyone can do to stop its momentum. But, we can curb our own.
I believe Facebook owes us the one thing we can’t get back: Time.
Here are my three product ideas for Facebook that focus specifically on helping us all curb our #fb obsession:
1. Self Timer. Set FB self timers so that you get logged out after X amount of time and cannot log back for Y amount of time. Just think: self-controls for the un-self-controlled. I’d allow myself a half-hour, with a forced 12-hour logout.
2. Give me a way to consolidate down my friends. Afterall, those of us who’ve been using the product long enough have added many people over the years we don’t really need anymore. Or, like me, FB is strictly personal now and not meant for workplace banter. Give users the ability to view, multi-delete and, ultimately, put friends into lists without having to do it one-by-one. That would save me time and get my people all sorted out. While you’re at it, FB could — and should — allow us to download our address books into a .CSV file.
3. Allow us to self-regulate spam and spammers. It’d be helpful to know who was a blabber, a spammer, repost-freak-o-matic. It would save a lot of time if the community was allowed to rank posts — display weighted versions. I know Most Popular is supposed to do that, but it’s not helpful or time saving. Give us the chance to see only truly relevant content. Oh, and if something is really spam, it would be very helpful to just go ahead and get rid of it for us.
At some point (and past the 2011 IPO, right @gseevers?), Facebook is going to have to become a time saver, not time waster. It’s going to have to be serviced-based, it will have to have an easy way to find good nuggets of information, and weed through the junk for us. They’ll have to find a way to let us utilize our own address books for efficiency in our offline lives.
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Five Phrases To Kill in Communication
They all have their time — groovy, neato, smooth, rad, gag me with [anything]. But coined phrases can move to cliches quickly. Clean up your chatter by nixing these five passe communication terms:
“In my wheelhouse”
What it means: What you are describing is what I have experience in.
Previous passe synonyms: “in my arsenal;” “right up my alley”
Why: Are you a train engineer? Do you ride choo-choos? Unless you are working on the chain gang, you have no business using this wildly over-used phrase.
Possible replacement: I have strong experience in this area.
Not possible replacement: I rock that shit.
“Social media guru”
What it means: I work in social media.
Previous passe synonyms: “community ninja;” “online whiz” or “social media expert”
Why: No one, but no one is a social media guru. Guru is reserved for spiritual leaders and maybe your yoga instrutor, not to self-describe your work online.
Possible replacement: “online marketer;” “social public relations”
Not possible replacement: “Hopeless online addict”
“Under the hood”
What it means: Investigate this topic further.
Previous passe synonyms: “into the nitty gritty;” “deep dive”
Why: Are you a mechanic? Mechanics are hot and greasy and work for near-minimum wage.
Possible replacement: “I’d like to research this topic further;” “understand the details”
Not possible replacement: “Under your hoodie”
“Signal to Noise”
What it means: Putting the highest quality to the forefront
Previous passe synonyms: “Cream of the crop;” “Streamline”
Why: Because you are not a radio. And if you are a marketer, you should assume that balancing communication directives are part of the job.
Possible replacement: “Clean communication;” “high quality coverage”
Not possible replacement: “Cut the crap”
“Close the loop”
What it means: Check with other people relavent to the subject to ensure you have completed the task and its needs
Previous passe synonyms: “circle back around;” “touch base with”
Why: Because you are a not a knitter.
Possible replacement: “Complete the process”
Not possible replacement: “Cover my ass”
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If I… Had a Great Idea
Maybe it’s in the Silicon Valley water. Maybe it’s just part of our inbreeding, or breeding or lack of breeding. Maybe it’s we drink a lot of wine, maybe it’s the weather. Maybe. Every day I hear of another great idea from friends and colleagues for new, inventive online businesses. Some aren’t bad, some are awesome and many we’ve sketched-out at the counter at Bill’s Cafe in Willow Glen. Few have come-to-pass. A small handful have made it, most don’t make it past buying the URL.
@Edubya and I always joke: There are no.new.ideas. And, I believe it’s true. It’s not having the innovative idea that is key to starting a project, it’s the skills behind it to turn that idea into a business. Unless, of course you like torture. And then, well, go ahead. @la_gringa and @linseyk and I toss ideas out every day — the topics vary, the target varies, the models vary, but there are a few things that are key to flushing out an idea. Bottom line: there’s more to an idea than an idea.
If I… Had a Great Idea
1. Write the idea down immediately. It has to be one sentence, less if you can. Now stop. Does this fully demonstrate what your idea is? No? Do it again. What is your idea? Do it again until you can tell me instantaneously what the business is. One sentence, no cheating with run-ons. Got it. Okay.
2. What’s the problem? Now this is stupid, basic VC jargon, but it’s a great way to gut-check your idea. What’s the problem that you are solving with your idea? Is it a big problem? A small problem? Who’s got the problem? What’s the problem. Tell me in three bullet points, no more than two sentences each. I didn’t ask what the solution was, or why your idea is great or what the benefits are, I’m asking you, What’s the Problem that your idea will solve?
3. What is the solution? This is not the place to tout your great executive staff (you and your drinking buddies with Stanford degrees) or how big the market is, or how you can beat competition or how cool your idea is. This is the place to run the same exercise, but tell me in very short sentences what your solution is to the problem. Remember, your idea is not unique, so why is this solution the better solution?
4. How does your idea make money? Unless you are independently wealthy and love your idea so much that you’re willing to blow a huge wad of cash on this idea as a hobby (don’t laugh, I’ve had clients just like this), then you need to know how you are going to make money. Tell me exactly how you plan to make money. Here’s a hint: Google Ad Words is not your primary driver of revenue. And ad dollars? You’ll need over 10mm pvs/month to make ad revenue worth your time. Now with those two things in mind. How does this make money?
5. What are two of the seven deadly sins? I had the awesome opportunity to get to know one of the greatest, most well-known VCs in the world. He taught me a lot, but the thing that stuck with me is that in order for an idea to be a compelling business, it has to have two — but not more than three — of the seven deadly sins. For the record, the seven deadly sins are: Lust, Gluttony, Greed, Sloth, Wrath, Envy and Pride.
6. Refrain from naming the company, creating a logo or building a website. Car salesman will ask you what your favorite color is. It’s one of the first questions. Why? Because it’s the first emotional question that leads to commitment. Use restraint here — it doesn’t matter yet what your idea is named or how it looks. The strongest buildings have strong, flexible foundations. Build the foundation before you pick the paint color.
6. Do you like your idea? If you’ve ventured into entrepreneurship before, you know, it’s hard as hell. Beyond the need, the solution and the revenue potential, you have to believe in your idea. Do you want to do this every waking and sleeping moment for the foreseeable future?
Last year, I went down the path of opening a make-your-own ice cream sandwich shop. The idea was good, not unique, of course, but good. It solved a problem, it had revenue potential, it had two of the seven deadly sins. I was committed to delving into the next stage of building out a business model. I talked about startup costs, competitive landscape and pricing. Then one day, my kid left ice cream on the back porch. I walked outside to the nastiest smell ever. The ground was sticky, the ice cream was rotten and smelly. I started laughing. Despite my idea, my beloved ice cream shop, I realized I didn’t want to spend the next few years of my life with sticky, smelly dairy. And there went the idea. Love what you do. Be ready to live it.
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Side Gigs
