Here is a great blog post from Jeremiah Owyang on what he calls the Collaborative Economy. I completely agree with the notion that the cultural shift to renting, borrowing or bartering products and services is going to be and already has been a significant disruptor to corporate distribution and long term revenue. The practice of renting isn’t new. People have leased cars and homes for years. Hotels have rented rooms, mens shops have rented tuxes, Blockbuster anyone? Etc, etc. There are even directory services like Mesh that help people find sharing services.
But Collaborate Commerce is more than just ‘renting’. It’s the idea that companies that collaborate with other complementary companies together offer more value to the consumer. Start-ups can use this disruptive pattern to build more elastic businesses. It’s possible that gone are the days when a business brings to market a shiny new product and says, ‘have at it world.’ If Nordstrom sells me a pair of shoes today, how can they evolve their services to bring more value to the lifetime of those shoes? Collaborative Commerce would suggest they could partner with someone like Refashioner and offer a more end-to- end service for their customers. Nordstrom is already collaborating with Etsy to distribute products in their stores. Successful businesses will see the whole lifetime of their product as a potential customer touch point. Who wants to get rid of old PCs. It’s a total pain. But if I can bring it back to the store I bought it I would be much happier and more likely to buy there again. Hey Apple Store, how about partnering with a recycle company in store. Drives more foot traffic back to your shiny objects.
What service can you offer that would make someone else’s product better? That’s what is behind SnapChat. They didn’t create texting, they made it better. It’s very hard to create new consumer habits or create new categories. It’s much easier to enhance a category that is already an accepted habit – like texting. Then partner with an established brand to make all boats rise. See Start Up principle #4
I’ve had a great time working with a few start ups in past few weeks. In working with them I though it made sense to create some broad principles that would keep our planning focused. Start ups have the unique and exciting opportunity to go in many different directions, which can be a blessing and a curse. Having strategic principles helps keep focus:
- Niche – be great to a few and not average to many. Lots of great examples of this; SnapChat being one in my household. They focused on a specific audience (teens) and a specific action (text). Vine, another great example.
- Agile – test and learn. Plan and develop in sprints. A significant advantage start ups have over tech giants is low barrier to development. There isn’t corporate ‘overhead’ taking time and resources away from innovation. There aren’t layers of technology code requiring upgrade and re-programming. Sprints mean starts ups can learn and evolve in real time. Focus on 3 month release cycles.
- Curiosity – be a strategic disruptor. How is your business positioned differently in the marketplace from current providers? Is it on price? Distribution channel? Are you providing a new service/product? Depending on how mature the market it will be crucial to define the disruptor strategy.
- Partnerships – where possible leverage existing goodness and make all boats rise. Integrating in pre-existing products and services always helps at the very least with demand generation. Is there an app that already has the audience you want, how do you partner with them to be ‘better together’?
- Community – be an engaged member of the start-up community. There are so many great businesses out there to support. I used Logo Nerds for my logo and they worked great. When possible supporting the community is a great way to build networks and pay it forward.
Food for thought. Would love to hear others.
You can’t go but a block in my neighborhood without being reminded of what I think is the greatest customer appreciation and advocacy program ever. Everywhere you go in Seattle you see a 12. If you are living under a rock (or just outside the Pacific Northwest) you may or may not know who the 12th (Wo)Man is. There are 11 players on the field for a football game. #12 in Seattle is the fan. The number was retired by the Seahawks back in 1984 out of respect for everything the fan means to the team. Today you see 12 in shop windows, school houses and reader boards. It’s on the lips of every conversation in line at Starbucks, the post office or the barber shop. Seattle cannot get enough of our beloved Seahawks. And why is that? It represents what can only be called the greatest customer appreciate program ever.
Seattle Seahawks have embraced their most loyal fans and made ‘them’ the cornerstone of their program. It’s part of the DNA of the club. Whether it’s a press conference or news interview the coaches, players and anyone associated with the program always thank the fans. They say it every chance they get. The loyalty they have built by embracing their most loyal customers is astounding. Think about it, there are really only 8 times a year a fan can come to a Seahawks game (10 this year because we hosted the playoffs). But with only 8 times to touch their customer they find other ways through everything they do to embrace the 12. And this isn’t the easiest team to love. We’ve had a lot of pitiful seasons. We earned the embarrassing right to be the first team to go to the playoffs with a losing record. The Seahawks aren’t the darlings of the NFL. You can tell by the announcers who come call the games that we never get the top talent. So how can a team that really isn’t that glamorous build what has become the greatest fan base in the NFL? It can only because they love us back as much as we love them. You don’t see Seahawk flags flying around the city. You see 12. There aren’t logos and pictures of the players in every windows; it’s the 12. Everything about the Seahawks marketing has brought it back to the customer, the fan, #12.
I, for one, need to do more to recognize who the 12th man is in my life. Whether you are a marketer, a business person or just in life there is always an opportunity to thank the people that make it all possible. Who is your 12th man? How can you spot them? They rise up when we fall. They are there when we experience mishaps, missteps and mistakes. They make us stronger than we think we are. In the end; they are everything that is the best of us – and we are nothing without them.
Go Hawks. I’m proud to say I’m a 12.
I’m incredibly excited to announce today the opening of my own boutique consulting practice (and by boutique I mean Me). After almost a decade at a Fortune 5 company I’m branching out on my own. I’m incredibly passionate about working with brands, media companies and startups to help navigate and build strategic and innovative media strategies that deliver competitive differentiation through Human Connections: Storytelling + Discovery.
Deliver Integrated Digital Media Strategy for Brands that connect Storytelling (Content) with Discover (Social + Native) by leveraging social, video and mobile channels into a differentiated cohesive emerging media strategy designed to reach the right customers at the right place and the right time.
For Media companies;
Build a compelling Go-to-Market strategy, complete with value prop, messaging and positioning, for media companies looking to connect their platform with big brands in strategic and mutually beneficial ways. How can your mobile, video and social offering break through in this complex marketplace.
Leverage first to market technologies to connect with what brands, agencies and media companies really want in their video, social and mobile ad opportunities. Helping Start-Ups build compelling business plans and Go-to-Market monetization strategies for funding, business development and sales.
Some of my experience includes;
- Created first consumer social media team at Microsoft for Windows 7 launch
- Executed first ever ad buys on Facebook and Twitter
- Created 2014 Digital Content NewFront strategy, messaging and positioning
- Led global launch of Windows 8 Ads in Apps advertising strategy
- Led emerging media team responsible for developing, executing and measuring social media, mobile, connected TV and digital campaigns for Microsoft’s leading consumer brands.
- Ran global strategic media partnerships with top digital media companies; Google, Facebook, Microsoft and Twitter
I’m calling the firm SeattleGirl. Why SeattleGirl? It’s the twitter handle I created for myself back when Twitter first started. Back then no one knew how Twitter was going to be used so I didn’t want to use my name; that seemed boring and quite frankly small. Keeping SeattleGirl reminds me of where I’ve been and how much possibility there is if you look at technology with an open mind. It’s less about chasing the next ‘big’ thing and more about finding ways to impact people’s lives that make them better for it.
So let this next adventure being. I welcome your thoughts and suggestions. Contact me at Marty@SeattleGirlCommunications.com. I’d love to help.
I was asked today how I define Cloud TV. To me Cloud TV means the consumer is pulling content and programming from a web service. Programming doesn’t sit on the TV box but rather on the web. This means a consumer can leave a viewing footprint of their TV habits like they do today their web surfing habit. It brings the advanced nature of web traffic measurement to the TV.
I was lucky enough to attend the Web 2.0 Conference this week as a guest of Federated Media. It was definitely one of the best lineups I’ve ever seen for a tech conference. The CEOs of most major digital media companies (Microsoft, Twitter, Google, Foursquare, eBay) were there with the exception of Yahoo (they don’t have a CEO) and Facebook (they sent their CTO). The theme of the conference was data and while that sounds boring it’s actually quite a compelling story if you are watching what’s happening with digital convergence. The one notable company missing was Amazon who is arguably the biggest data miners of all. It’s fascinating to hear how start ups are creating business models out of behavior patterns revealed through our online and mobile footprints. The theme throughout was challenging web developers and digital companies to build business practices steeped in data because it’s all there for the taking. Digital companies can manage work flow, supply chain, inventory and customer support centers better if the data is shared across all of them.
Below are a few snippets of themes that emerged;
Flash Sales are all the rage – The darling of the show was One Kings Lane. Other examples are Guilt and HauteLook. Flash sales sites combine immediacy with deals and limited inventory drives the urgency to buy. One Kings Lane has seen exponential growth in the last year.
Signal to noise issue is prevalent – This is a concern for Twitter in particular. There is so much chatter on Twitter it’s hard to sort between what’s relevant to the user (signal) and what’s not (noise). In order for people to find enough value in Twitter to come back there has to be a better way to curate the amount of content coming through. Facebook has a similar issue but not to the extent of Twitter because most people have a much smaller Facebook community. To find real value in Twitter users need a better why to sort through the constant noise.
X.Commerce – eBay’s new developer platform to build commerce business. But the term can be applied more generally than that. Consumers are not looking to have one type of shopping experience; Ecommerce, Mcommerce (mobile), Fcommerce (Facebook) or brick and mortar. It’s the combination of all of them that brings the greatest value. Consumers now have transparency to pricing while in the shopping experience. That transparency makes consumers more confident and educated when making their purchases. It’s not enough to provide one shopping solution, or even optimize for one. A shopping ecosystem should include touch points across all commerce experiences so a brand doesn’t lose the sale to competitors while they are standing in the isles.
Social network traffic surpassed portal traffic for the first time in June, 2011. This is a fundamental shift in how consumers are getting their information from the web. Rather than surfing portals like MSN and Yahoo where content is chosen for you, consumers are curating their content by choosing who the follow and like and getting information from their status updates and Twitter feeds. Personalization for all.
Social/Local/Mobile – the combination of these functions and how they connect is driving digital commerce like never before. It’s when the three feature work together that consumer have the greatest value. Consumers will likely begin to opt into push messages if they see enough value in the offerings and services local and mobile tied with their social graph allow.
More to come…..
Will the digital and TV worlds finally come together? One can hope.