Tuesday, June 2

Future Buzzwords Today = Macromicrobroadcaster

Twitter reached that coming-of-age state where the marketing industry can't quite decide what to do with this unruly techno-teenager. Its popularity continues to rise at the same time the only social network with a revenue model is starting to fall.

While getting kicked out of China is always a good sign you're doing something right, discovering that only 1/5 of the popular crowd wants to hang with you doesn't help your street cred. Especially since you repeatedly run out of beer when they do show up.

Then comes the report that 10% of its users generate 90% of its content. Hmmmm, peer-to-peer communication platform or the next microbroadcast model? And what happens when the microbroadcaster goes macro? If the macromicrobroadcasters threaten to revolt, then you definitely hit a nerve.

This all leads to ongoing conflict for marketers. Should we care about it or not? Consumer revolution or marketing devolution?

iMedia recently published their analysis of Twitter marketing Winners & Losers. Ford vs Nissan! Dunkin' Donuts vs Starbucks! My fave analysis is Dell vs Apple:

Apple, on the other hand, appears to be missing in action. As one of the world's premier brands -- a technology brand, nonetheless -- its absence on Twitter is puzzling to me and many others.
Fortunately Apple's stock price hasn't been affected... A chart displaying the number of followers per brand would end the whole conversation very quickly.

The report eerily reflects the days when Second Life received the same scrutiny over its early marketing adopters. Then the hype broke and these marketers -- recently lauded as being soooo cutting edge -- were chastised for being duped into spending real world dollars on virtual branding.

6 months from now will not having a Twitter presence catapult you to the top of 2009's Smartest Marketers? Will the first Twitter TV show sponsor be rewarded for their savviness, or laughed off the trade show expert panel? Will you be collecting accolades, spinning excuses, or just waiting with 95% of the other marketers to see what happens?

1 comment:

Michael said...

Twitter seems to be helping me get people in the Chicago food community to know about and watch my Sky Full of Bacon video podcasts (sorry for the plug but leaving it out seemed to beg the question).

I have doubts what it would do for an Egg McMuffin or a bottle of Pine-Sol, though. @Pinesol cleaned 132,915,763 floors again today. Still smell piney. In your grocery store again today.