Market the Madness!

Companies are using social media sites very poorly. Their main problem is they are throwing money at a situation they don’t really understand and believe that presence will equivocate to utilization. They can’t possibly be more wrong. For example, you see many companies with “like” pages on facebook that allow people to access different types of information, mostly some promotions, and maybe information about their products. A great example of how this doesn’t work is the AICPA site on facebook. The idea behind it may have been to push a more presentable face to the public. Instead, it draws a large group of angry CPA testers that vent out their frustrations on their wall. Something to take note of is that even on facebook and especially on sites like youtube, the lingo completely changes. People are not afraid to say exactly what they are thinking and even push the envelopes behind the wall of their computer. The internet has harsher reviews and critics than any other source, and a much larger source of them too.

I have never actually seen any company use a social media site well. It’s very interesting the approaches they usually take and they all fail dismally. Many companies bombard the website with ads hoping to draw users to them, but the fact is that the users are there for the social aspect and without a social ship to jump onto; they will not leave the ship they already are on. Another approach I have seen, is for companies to get their workers to try to rope in their friends into liking their website in some sort of bizarre hope that this will start a tidal wave of conversions. This does not work. It smells so much like a pyramid scheme, it really doesn’t even go as far as the employee’s friends. There is actually a prevalent behavior trait on facebook that rejects this. Basically, whoever is a friend that bombards other friends with too many ads and promotions is likely to be defriended. Users are very wary of this behavior having already seen the abuse of chain mails on emails. They will reject this kind of push very quickly and will resent this kind of behavior, enough to hack a virtual friendship.

The use of social media sites to draw consumers needs to be done very interactively. The competition is fierce for the users attention, every company needs to realize, it’s not like at a store where you’re only competing with other brands on the shelves that are next to your product, you are competing for the fleeting attention of a consumer that can be drawn away by a number of entertainment available to them on the internet from online games to youtube. This means that companies have the arduous task of building an entertaining website or application or interactive page on facebook for consumers to access. Much like how people go into stores to buy things, most people are online for an information hunt and capitalizing on the entertainment factor could help them compete with what is already out there. Websites like facebook and youtube blew up for just those reasons. They didn’t offer superior information, but far more entertaining more consistent streams of content that drew crowds.

Groundswell talks extensively about the threat to institutions these social network sites pose and in a way the companies can take a lesson from this writing. This is an area where they will be losing total control over content and are going to be held accountable by some fearsome critics that hold sway over many other users. The reason for the trust available in these communities is because there is no institutional presence, or the people themselves are the institution, the people reading the content do not believe that there is any ulterior motive other than pure presentation and promotion of the information or topic that they seek. The very existence of an institution in these areas is a contradiction of its very spirit. The institutions really have no choice but to become applicable at a personal level for their users. If you are unable to access that kind of depth, you will never be able to gain the trust of consumers. It’s much like the way that teenagers resent their mothers becoming their friends on facebook, it is an unwanted presence and facebook has already had to be careful about its presentation after witnessing the failure of other websites like xanga or myspace that allowed companies to entrench too far into the user’s territory.

            A final suggestion for companies to hold themselves accountable for their products or services and embrace what is said or going on online. For example, on yelp, word gets around about companies that message users that have highly criticized a restaurant for a bad experience and try to make things right. This is actually a cheaper way for companies to see their ratings and measure customer satisfaction and also to address customer service issues quickly and efficiently. For example, iphones have a lot of problems, and the moment mine did, I didn’t call apple, I went online and looked at forums that posted solutions that actually worked, and never did apple have to be involved in the process. Companies also need to realize the current way they are going about their promotions on facebook is the exact same way they market on television and on flyers and keeping the old strategy for such a new medium is a horrible costly mistake. It is not only not helping, it is definitely hurting. It is pathetic for companies to reference their facebook website on their television ads, and they cannot offer anything better than a buy one get one free offer if you like their facebook page. Companies need to be reaching deeper, this is a great time to begin to see into consumer insights otherwise unavailable, but they must be subtle about it, or so brash that they won’t earn the mistrust of the social media users.

WALMART RAWRRR

Given the enormous amount of data that Walmart captures, do you think they have been successful at converting into an experience that serves as a competitive advantage for them?

I think Walmart has definitely created a monstrous advantage for themselves but they have also created a high potential cost. If they can balance the cost with the benefit, it could even more drive their competition into the ground and create even more of an oligopoly situation for them. The main issues obviously being the problem with PR that Walmart has always had. Consumers and businesses alike are afraid of their power and ability to make demands that seem to be mandatory for anyone that has a relationship with them at all. Walmart is also in a similar situation to Microsoft back when they were struggling with the anti trust laws present in the United States. They need to be careful of litigation and bad PR that could result from people discovering that they are gaining complete capability to invade their lives. It is also very easy to see that people would be uncomfortable with such a large amount of power gathering in an area where the authority in control of the power is an organization solely with the intent of helping themselves and gaining profitability.

Despite all the possible negatives that are present in this situation, it is a huge plus for Walmart. The information that they gathered is something that their competitors are clearly unable to obtain and it seems that they are very efficient in keeping it so. I believe just this fact alone without it actually being of any use will drive their competitors to ineffectively spend money trying to obtain the same kind of information to be on par with Walmart who everyone envies or admires. To outline the benefits associated with their information mining, it is important to realize that they are pioneers in this area and they may not have finished investing in this project. That being said, they can do a lot more efficient or well researched, and theoretically better studies on consumer behavior and may be provided with an insight into what consumers are subtly saying that they need, ie. Pre put together shopping carts that they don’t have to collect together themselves to speed up the business cycle.  On the flip side, the information that they are collecting isn’t that varied from what other retailers look at, it is just much greater in magnitude. There is always the possibility that this may not actually help them, and after all, it is a huge wealth of information and will take a great well-trained workforce to fully digest and utilize. There is the high risk that their employees will reach a high level of frustration or duress because of the magnitude of their project and the potential as well as potential downfalls associated with it.

-      What do you think about the privacy issues associated with all of that data and the amount of personally identifiable data they are able to capture. Does it bother you? Do you trust them with it?

It doesn’t really bother me. A lot of that information is free floating around anyways and plenty of companies have been able to obtain large chunks of information in the past. Even individuals are able to do so quite successfully stealing other persons’ identities. It seems reasonable that they would be able to gather and centralize the information. The only problem is the willful way they seem to be going about it. They are also at a point where the size of their company is shifting the world’s economy. It is no longer ok for them to solely be considering profits and using the information for simply that. True, they spent a lot of money investing in this project, and should be able to garner rewards from that, but believe that just simply from their increase in profits they should be able to do so quite adequately. What remains is the fact that they have yet to, as a large company, offer any sort of direction or vision in bettering society or adding value outside of their industry. They already have a clear carbon footprint and are the gatekeepers for a lot of goods available to consumers. I believe there needs to be more introspection and controls put in place on Walmart. Walmart is encroaching on territory that not even the US government has reached, at least in terms of height and depth of information, I believe that there should be a law enacted that provides accountability to what Walmart may or not do. The access to such a shelter of power can really enable Walmart to lobby the government in a way that could arguably say that they control the government, and having already controlled their suppliers and consumers, that they are controlling everything.  What if a company put up a satellite that records everything people do in under the idea that they can design the perfect product? Would you be ok with that?

- What aren't they doing with technology that they could; that is, are they using all of the technology that is available to them to capture insights and create great experiences for their customers and, if not, what could they do?

Walmart could be doing a lot with the information. I think the biggest problem that they’re not addressing is the fact of how scrounging they appear by not wanting to release any of the information in any form, even selling it. After doing adequate studies, they could probably find holes where they could use the information available at other companies or information that won’t help their competitors. Walmart could easily sell, share, or trade the information they have with relative to no harm to themselves. After all, a lot of the information they have is available to other people as long as those individuals have the resources to gather and process it themselves. Walmart could themselves become an information powerhouse and enter that market. They definitely have enough capital to eat up competitors and they have also already been expanding into other industries such as the banking industry.  All the pieces are in place for them to become a data collection storehouse as they have such a large number of clients. The information could also be applied to societal benefits such as identifying different regions and the products or needs that could be provided for by the city or the government. Walmart’s information could also help not for profit organizations such as the foundation communities in Austin or other charities. The information could help organizations with limited resources, use them most efficiently to help those in need.

Music, The Language of the Soul

 I love music, almost as much as I love Chipotle. Almost. I have a motto that runs through my mind every time I put my headset in, or begin to play the guitar: “Music is life”. I even like to think that music is my anti drug. I actually get physically high when I play music much like the way runners get their high after they run for a while. Continuous singing means less oxygen flow to my brain, which leads to a euphoric high.

I marvel at all the different ways that music can evoke human emotion and action, and I truly believe that it is another language. That being said, I began my trek to rock-stardom at the tender age of 14 and the pursuit has not waned even the slightest bit. Unfortunately, the music creation process has become very frustrating and intimidating. The entry of hundreds and possibly thousands of bands into the music market each day is a daunting thought. In addition, there are youtube music stars that have been springing up to fame, each one more talented than the previous one. Few of these people have been making it very far however, becoming a fleeting trend and few people give them their true attention. Why is this? These musicians and artists clearly are gifted and the music they offer is no better or worse than what is presented on the radio and at times, is better. Why haven’t labels picked up any of these people that have clearly generated their own listening population? The tastes and demands have shifted and I aim to follow my research so that when I release my music, I won’t go the way of so many failed artists. Additionally, I am very curious as the actual philanthropic impact of music, how it is done, and if any social value input into my music.

Music is a product for the listener and for the band itself. Can it possibly be an experience provided by the manager or band leader for themselves too? ie. Why do people feel drawn to music and the media experience, do they really feel comfortable paying money for it? I hesitate to believe that people appreciate music more if they pay for it, ie defying the theory that customers value something more if they pay for it. I would like to discover what people are searching for when they listen to music other than generic answers such as finding their voice or trying to find music to walk or dance to. I feel like in this day and age, people are expecting to be able to get more than just a listening experience from music if they have to pay for it. It is so readily available online and it does not seem to be a massive ethical issue for them to just download it for free. I have a theory that people are only truly willing to buy music when they believe that it will support the artist so that the artist can continue to produce enjoyable music for them. This relationship can develop into something bigger if the artist can offer something unusual, like in the example of Jason Mraz, who blew up based on his creation of essential a new reggae genre and an urban label for a generation that struggles with massive identity crisis.  Listeners can also attend concerts with extravagant shows and costumes and this seems to bolster the entertainment value of the artist, but I believe there is an inner desire being fulfilled at the same time, and the value available there has yet to be maximized.

Some questions that may help my search for music blossoming from within are:

How has music popped up and pushed itself into our culture and how has it evolved into the corporate mass that it is? Why do artists always claim that they are fighting the man when so many of them work for him? Does their drive come from within and is that what listeners are searching for when they find music? What do people mean when they say there is soul in music? What do they REALLY mean? Is it feasible for an artist to create in this day and age, the experience craved by its customers by going wholesale and not relying on the production capability of a music conglomerate? Can they even provide it with just music? Is music even the focus anymore? With the revolutions of Pandora, Itunes, the Ipod, and websites like Pandora, how does this alter standards that consumers want from their music? Have these stations met additional needs that listeners were unable to vocalize and are still unable to vocalize? Is the current music model revolution over? Has Apple generated the final step or is there a way of taking advantage of their model even further, but taking it to a new level as an artist? How can an artist take back control over the product they produce and will this actually create something that consumers want more than the music entertainment they receive now? How do consumers develop a relationship with the artist? Do they view it as a special relationship? What explains the jealousy some people have over other people listening to or claiming that their favorite band is their favorite band too? Is the artist looking for a relationship with his/her band members and with the consumer? What have the most successful entertainers in the business offered that made them so successful? What kind of drugs were their consumers on? What kind of drugs are the current people on? How do you pair that? Is that ethical? Is it possible to offer a product that can outclass a product induced by combining drugs and music?

I want to create a product design for music that addresses both the musician and the consumer so that neither gets burned out on the end product. I also want to find out how much of an impact a lot of different quoted factors really have on this topic. Most of all however, I want to use this research to connect all the other experiences already out there that customers buy into and enjoy. Customer insight tells us that people are looking to use music to identify and inspire their lives. There must be a way to combine all the present separate approaches and at the same time, remove all the unnecessary components and lead us back to how simplified music used to be. There seems to be an overemphasis on promotion and traveling and shows, and I believe that the internet is our ticket out of that, although I have yet to see how much of an impact it truly has on sales or how seriously the artist is taken. They reach fame for sure a lot more quickly, but who can tell if the respect and proper relationship or role play is there to facilitate the kind of money artists desire for their work. I also think that with the creation of each individual’s life soundtrack, it creates an opening to really hit deep into a consumer’s sentiments and amplify their experience especially now that with the anti drug movement, many people are no longer able to travel that route to achieve their “trips”.

http://www.scribd.com/doc/3417953/Music-Experience-And-Behaviour-in-Young-People

http://musicbusinessresearch.wordpress.com/2011/01/21/music-experience-and-behavior-in-young-people-in-the-uk-a-workshop-presentation/

These two surveys, studies, and discussion collections explore how the echo boomer generation is exploring music amidst all the new avenues springing up online and on the computer. It also talks about how they feel about copyrights and why they think it is ok to download music. It is an extensive look into the psyche of young music consumers.

Chipotle, The King of All Eating Experiences

Chipotle Is King

I love to eat. The two most important components are the atmosphere/food culture and the food itself.  I was originally going to choose another experience, but settled on the Chipotle eating experience based on the sheer number of burritos I buy.  I remember the first time I had Chipotle. The burrito was fantastic; it delivered everything a seventeen-year-old growing boy could possibly desire. It was a heavy calorie bomb with plenty of carbohydrates and lots of protein. It was also very salty and the sodium took the flavor to a new level. I considered myself a connoisseur of meat at the time as well and they clearly treated their meat with lots of respect. It wowed me on so many different levels with the different combination of flavors, and for the price, it was an extraordinary amount of food. The staff was very helpful recommending items and exuding a positive attitude, all smiling consistently and looking energized. The decoration was very hip and modern as well, really empowering me as a youth and made me want to be at Chipotle, enjoying my burrito and the eclectic art hung on the walls. The last part of the experience that really hit me was the heavy burrito just sitting in my stomach. It was reminiscent of thanksgiving, the glutted and satiated stupor everyone sits around in after a huge meal. When I left, I was very impressed on all levels. The speed with which my food was delivered to me, the depth of flavor in the burrito, and the generous quantity of food at a relatively low price of five dollars was revolutionary.

§Sensory (Sense) – Chipotle does an amazing job of both violating and trespassing on your senses. Their food is very salty. It is extremely salty. The sodium has a twofold threat, it is something that our body naturally needs and desires, and it also makes you thirsty, and especially for someone like me with oral fixation, it encourages me to drink lots of water when I am at the restaurant, offering me yet another pleasurable experience. Skipping all the obvious sense stimulation through taste, they also offer an olfactory sensation. They have an open kitchen which invites you in with the enticing smell of grilling meat most people can attribute to picnics, parks, and past vacation times. Chipotle doesn’t just stop there, they also offer an evolutionary fusion of modern and ancient decoration. They force a clash between a contemporary and rural feel, to bring a sense of connection to an ancient mystical legendary culture (Aztecs and Mayans) and back to the modern world (use of bright metal and synthetic wood). Chipotle also somehow claimed foil as an item synonymous with their company, and the bright shiny exuberance of foil can characterize their culture of being new, bright, and clean.

§Emotional (Feel)/ Intellectual/Cognitive (Think) – Chipotle pushes for “Food with Integrity” in an age that cherishes organically farmed food, and boast a higher quality of meat among other things. Consumers feel less guilty about eating meat in the current counter culture and Chipotle doesn’t disappoint with their vegetarian option either.  It’s a shining star amidst companies that comp for someone’s lifestyle demands by taking the meat patty out of a burger and calling the remainder a salad.

Chipotle workers seem happy as well, and it may be a Disney similar culture which forces their employees to smile because of company motto, but they still are perceived by the clients as polite and happy and it adds that much more value to the experience. Also, there is and odd sensation of receiving generosity when you purchase your food from the sheer size and weight of the burrito.

§Behavior/Relational (Relate) – I have a high trust in the Chipotle eating experience. When I go, I know I’m about to get a really great sleeping pill that promises high quality meat bought from suppliers that treat their animals civilly, and fresh vegetables of high quality not found in other places. The open kitchen shows me how the food is prepared fresh and I know the workers aren’t abusing it and are treating it with love and care. Chipotle also offers a smoother flow for my life. It fulfills my desire for the dining in experience, but removes the price additions of tipping waiting staff and also offers the instant gratification usually only offered by the fast food industry.  It even actually dictates what restaurants I choose. I have a Chipotle rule of thumb. If it doesn’t offer me more food of the same quality or less of a higher quality, than I am unwilling to purchase it because it doesn’t match up with the superior experience that Chipotle delivers.

The Pursuit of Happiness: Generation Echoboomer

1. What do you think and feel? 

I think a lot about what is going around in the world around me and how I can play a major role in it  with my purchasing or with my career decision (ie. World hunger or poverty), for better or for worse

-- what really counts? Money doesn’t count or at least it isn’t supposed to, but it is important for me to be able to obtain the lifestyle that I desire or am used to. Money and lifestyle point to what I am able to achieve as a person.

-- major preoccupations? Music, art, religion, sports, and social activities, a general focused attempt to become well cultured in the simple and complex pleasures offered by American leisure.

-- worries & aspirations? I’m worried about the future, after the economic bust and with the noticeable rise of China and India, the future success of non affluent Americans seems unlikely. I aspire to be a fulfilled person with a strong work life balance.

2. What do you see?

-- environment? College city and environment as well as a hint of what a full time work life looks like. I also see what I imagine to be the latest, most advanced forms of entertainment, technology, and fashion

-- friends? I observe my friends personal pursuits relatively easily especially with the existence of facebook. I can see all the activities they partake in each weekend and what new things they have bought and are proud of, there is very little time lag.

-- what they offer? Our interactions usually are limited to finding entertainment together and sharing whatever components offer us the most joy in our own lives (ie. Music, sports, particular shoes, etc)

3. What do you say and do?

-- attitude in public? Usually polite but driven, I don’t want to ruffle any feathers, but I don’t want people to get in my way either. I share what new things I am using and what has been changing in my life in order to impress or gain the respect of others.

-- appearance? Depends a lot on where I am going, but at this point still wearing whatever is comfortable, so usually jeans, shorts, tennis shoes, and tee shirts. I am aware though, that my wardrobe will be changing very soon into collared shirts, khakis, and slacks. I also like to workout to make sure I look like I am in shape.

-- behavior towards others? I’m very straightforward and businesslike, but at the same time, offer the amiableness and charm necessary to build acquaintances into friendships. I’m on the lookout to build friendships that can offer me things and again, I like getting along with people, but I won’t let anyone stand in my way of achieving my personal goals.

4. What do you hear?

-- what friends say? They like to talk about whatever pass-times they have in their lives such as sports, music, etc. They also like to talk about their relationships with other people and what problems they are experiencing. Additionally, they enjoy talking about what new places are around and where they want to go eat or experience.

-- what bosses say? They usually talk a lot about personal family life and what will change as their career advances.  Additionally, and logically, they also like to talk about what new projects are coming and what they expect will be required. They might talk about what new advances are making our jobs easier, or obsolete.

-- what influencers say? They usually don’t say much, I see that influencers hold people’s respect because they observe and absorb and hold steadfast with confidence in what they are personally doing. At the most, they recommend solutions to the variant problems of the people they hold influence over.

5. What are your pain points?

-- Fears? I fear not being able to find time to do the things I enjoy post graduation when I’m in the workforce. I am also worried about what kind of savings I will be able to garner in order to be able to offer security to future plans or simply saving for a rainy day.

-- Frustrations? I am frustrated with not having my voice heard and also frustrated with not being able to break out of my social group. I am frustrated with having to buy what the suppliers around me are offering, and not being able to find the exact products I want even on the internet. I am basically frustrated with the lack of control I have to get what I want instantly and also lack of control in being able to decide what will happen in my future.

-- Obstacles? Money and work are an obstacle to me doing the things I enjoy but are necessary obstacles otherwise, it would be impossible to obtain those things.

6. What do you hope to gain?

-- Wants/needs? I want a life full of happiness, but also full of pursuit, things need to be a challenge but satisfying at the same time. I also want expansion of life, I am already aware of what exists, I want something new to make things even better than I imagined they were before.

-- Measures of success? I measure success by monetary values and personal achievements and what I am able to contribute to my community to build my own legacy.