Category Archives: General Rants

Stuff that I must post about, that does not fit in the marketing category.

How BBS’s, Nascar, and my Pastor got me into Social Media

I’m no social media expert, people have been doing this social media thing way before I ever started, and have more experience than I do, but I thought it would be good to tell my story. It’s something a recent interview by Another Passion, got me thinking about, and I believe it’s good to know someone’s story, to understand how they think.

The timeline is a little blurry, but you’ll get the idea. Each of these paragraphs could be it’s own blog post, but I’ll try to keep it to the basics.

BBS DashboardI’ve always been interested in technology and online communication. Back when I was in 6th grade (1989) I remember staying up all night and dialing BBS’s and talking with others, playing text games, not to mention downloading a fair share of games (there wasn’t copyrights back then correct?)

The little Hayes 12,000 BPS modem was terribly slow, and to download a simple game or image would take hours if not all night, but I enjoyed it. I enjoyed the people I met online, and even became friends with them offline. Some even happened to attend the same school as me, but we needed BBS’s to connect us for some reason.

Then came Prodigy in Junior High (1990-1991) boy was that a life changer. Suddenly useful/educational information was at my finger tips. Sure it was slow, and the WWW was not connected yet, but I still tons of information at my finger tips, and it was liberating.

The idea of encyclopedia type information like that on your computer was so knew that for one Jr. High Science class I “used” it to do a one page report on a specific topic. Ok, I didn’t “use” it, I simply printed out what the Prodigy encyclopedia had to say on the topic and turned it in. I’m guessing cheating in such a manner was not something the teacher knew about, so he never thought twice, and I got a A- on the project. (ok, maybe I was not on the greatest path here with downloading games, and cheating on homework.)

Well next came my high school and college years and I stayed up on technology. Used the internet to “help” me with my homework, but still very few of my real world friends were using it actively.

When I went to college in the fall of 1996, my friends and I were not even given an email address when we showed up. Actually very few of my friends even had email addresses, and the library was the only place to connect to the internet, other than my rooms 56k modem. I remember a $300 phone bill my first month in College because I accidently used a long distant dialup number.

In college I started out as a Graphic Design major, but once I realized I had no actual design talent, I moved into business with a marketing emphasis, and I was off into the business marketing world.

Not until about 3 or 4 years ago when I read “The Cluetrain Manifesto” and then followed by “Convergence Culture: Where Old and New Media Collide” did it all start to come together. With these online social tools I had been using since elementary school, you could connect with others, and also help brands not only market themselves but serve their customers better.

It all came together in my head, but I had no outlet, no where to put it. So I simply stored it knowing someday my love for tech and marketing would be combined.

That is where a weird rabbit hole that started in 2005 with the Dakar Rally, led to Nascars’ Robby Gordon and then to Jason Falls in 2007, got me following Jason’s blog and other social media” blogs using RSS feeds.

Robby Gordon Dakar HummerThen sometime in 2008 my Pastor at the time Scott Harris convinced me to get active on Twitter.  At this point I already had an account for some time but never used  it. I ridiculed Scott at first for using it, but after that I jumped on and started to using Twitter actively. I remember struggling to find people to connect with that I knew, (not knowing that was the wrong way to do it) and almost gave up. With Scott’s assistance and Jesse Andersons (another friend active on Twitter) support I kept at it however.

Through this I connected with a lot of people and was learning some great things through Twitter. Something was still missing however, I wanted to learn more and connect with people face to face. One thing Jason Falls talked about occasionally was Social Media Club in Louisville and about how he had meet great people through it and exchanged some great though provoking ideas.

This was exactly what I was looking to do, so I reached out to Social Media Club to see if they had a club in Seattle. Kristie Wells, the founder of Social Media club told me the club they had in Seattle had dissolved, so I asked if they wanted to help to start one.

Not knowing nearly any of the “Go To” social media people at the time, and having very little experience using social media, I was excited that Kristie said she would love me to help them start a club in Seattle.

Considering Jason’s club in Louisville seemed like it had around 40 people meeting in a bar talking social media at the time, I thought it would be easy to start and run a club. (little did I know)

A month later in December of 2008 I conducted the first Social Media Club (SMC) Seattle organizational meeting. I put an all call on Twitter for people who were interested in helping to come to the meeting.

Lucky for me 12 great people showed up. Blake Cahill was one of the first to reach out and offer his support and guidance, but others showed up as well such as Veronica Shoper, Rachel Bergtedt, Cass Nevada, Barry Hurd, Amy Mcdougall, Barb Jacobucci, Gina Spadoni, Tamara Weikel and many others. (If I missed you please let me know)

At our first event when we had close to 200 people show up. This is when I knew I had stumbled onto something way bigger than I had ever planed. Now, over a year later, the amazing board members and others have helped turn SMC Seattle into an amazing community with events of 300+ people and every event being sold out. My favorite part is all the great people I have become friends with, and the fact that I have learned more from this group of people than I ever did in college.

It’s amazing how it has all worked out. Years ago I dreamed about finding ways to combine my love of tech and online communication with my passion for marketing, and doing it in a way where both the businesses and consumers benefit. Through this amazing journey I have found ways to do that, and made many great friends along the way.

I’d say I found the path God has created for me, or merely God put this path in front of me whether I liked it or not. You may say it’s fate, but no matter, I found it and I’m not looking back now.

What’s your story?

Kevin Urie

Denny’s did you think about an ROI?

From Arbyreed's photostream

From Arbyreed's Photostream

Everyone is all a buzz about the Denny’s Super Bowl Grand Slam Giveaway.  Adweek calls it a “Hit” in this article. But if it was such a hit, why doesn’t everyone simply give away their product in promotions?

Heck, anyone could giveaway stuff for free to millions of people, the key is doing it and making money. The main question Denny’s and anyone that does a giveaway needs to be asking is, “am I creating new customers by doing this”, or “does it get my current customers to increase their spend”?

Is Denny’s ever going to get a positive return on the $5 million they spent (according to Adweek) on this promotion? For the sake of easy math, let’s look at some easy numbers and calculate their break even point.

At best Denny’s makes $5 on each Grand Slam they sell (according to Adweek).  That means they need to sell an additional one million of them, to make this promotion break even. (They could sell higher margin product etc. but is it really gonna make that big of a difference? They’re not a steakhouse)

Does anyone believe the people receiving these free Denny’s meals were so happy with them, that they are going to come back for more? Let alone one million of them? Was the experience so gratifying or outside their expectations they had for Denny’s that they said, “dang I need to go to Denny’s more often”?

I don’t think that many people were convinced of that, nor do I think Denny’s believes it.  That is why they gave away coupons to try to get these new customers to come back.  So again they result to discounting their product to get rid of it.

The only way a company is going to make a giveaway like Denny’s work, is to exceed the customers expectations in some way. Everyone knows what a Grad Slam taste like, why didn’t Denny’s introduce a new product and give that away? At least that way customers might find a new product they love, and it would give them a reason to come back.

Or better yet, why not use this giveaway to introduce a lower price for the Grand Slam meal? Use the economy angle to promote it. Obviously they feel their product is not worth the $5.99 they charge, because they are giving  it away for free and couponing it. Why not start charging $3.99 everyday for a Grand Slam and say they are celebrating by giving them away for free for the first half of Feb 2nd?

It’s gonna take longer to get a return, but at least some people might actually come back. And by doing this it benefits everyone, not just the few who took advantage of the free breakfast.  At the very least some people might remember that Denny’s has a complete breakfast for only $3.99, right now all they remember now is that Denny’s gave away some free food.

What can I edit in a Twitter Re-Tweet?

Did, he get in jail for bad Twitter RT Etiquette?

Did, he go to jail for bad Twitter RT Etiquette?

 

What’s the deal with the Twitter Re-Tweet (RT)? Talking about getting more RT’s seems to be all the rage lately, but what rules are their around the RT? 

What room do we have to edit a RT?  Can I merely RT the link with credit and then post my own comments around that?  Or do I need to keep the original tweet as close to the original as possible and then try to add my comments at the end if possible? Switching as many of the you’s to U, and two’s to 2, etc.

Shouldn’t we as Twitters be able to simply RT the link and post our own comments? If we can, how would we show this? Take the below example of something I RT’d the other night.

“RT @mitchjoel: By the looks of this, Social Media is just getting started. Where do u think it’s going? Add ur side here: http://is.gd/ijlm”

Can I change this to,..

“RT @mitchjoel http://is.gd/ijlm ;(The changing demo of social media and what’s gonna happen next?)”

Or am I not giving the originator of the Tweet his proper credit? Or maybe, because I added new content to the tweet do I even need to give credit to the original tweeter at all for the link?

What if I read the post by Mitch, but then saw his tweet afterwards?  Do I need to RT him, or can I simply do my own Tweet?  Same question can be asked for other content on Twitter as well.  Before I post a link should I scan everyone I subscribe to in order to see if they have already Tweeted the link?

Please free me from this Twitter RT jail, and let me know what you think.

How to be an Expert in Everything

My goal is to be an expert at my job, but in today’s ever changing marketing world it’s impossible. That’s why having a strong network of marketing connections is more important than ever.

How is someone supposed to be an expert in all the aspects of just the online marketing world, let alone traditional media? Staying on top of all the changes in SEO, Paid Search, Display and Social Media is impossible. Just staying on top of one area like SEO or Social Media is extremely hard and time consuming.

Then add on top of that, traditional marketing such as TV, Radio, Print, and Outdoor, and how they all work together with online advertising, and you have a lost cause. That is unless you find a way to add more hours to the day. (if you do let me know)

So what are you to do, because aren’t we supposed to offer our clients or company the best marketing advice around?

The only way to do that is to surround yourself with the best people. Have a great network around you of brilliant people in each industry that you can lean on when needed.

Sometimes the best thing to know, is to know when to bring someone else in for help.  That’s the difference between knowing enough to be dangourous, and knowing enough to helpful.