We worked hand in hand together for about 3 years on the Astral Media Radiothon project awhile back and raised approx. $22 million dollars for kids medical needs/centres 'coast to coast' in Canada.
Our chat today focussed on the frustration of dealing in a world of corporate executives that, to this day, 'just don't get Social Media.'
Not surprizing when you think that only 'about 5% of the Fortune 500 leaders' are even on a Social Media platform, ie. Facebook; Twitter; Pinterest; etc. That's an American number and likely even smaller in Canada.
Many of these guys are 'boomers' at the tail end of their careers with their eyes focussed firmly on the finish line - 'retirement' - 'pension' - etc. and not really into the ROI risk mode.
I understand that but this group is not actually missing the 'wave' anymore - but a'tsunami!' and if THEY don't want to jump into the Digital World they'd better be smart enough to hire 'somebody' who does - or they will quickly become the next Blockbuster, Rogers Video, etc.
Here's a hint for those CEO's....One KEY to social media is 'striking a heart chord.'
Selling 'widgets' on line is one thing but anything that has to do with 'love and compassion' will move at warp speed on Social Media, done right.
For example. Just this week JUSTIN BIEBER was floating around town and literally everywhere he went - breakfast, lunch, shopping, etc. was chronicled on Social Media. He (and his body guards) know and understand you can't hide anymore so 'make yourself available to the people you love the most!'
He and his lady friend Selena Gomez, stopped everywhere to sign autographs, take pictures, etc, even if it meant putting down their food while attempting to dine like a 'local.'
Time on Social Media 'immense' - Time on Traditional Media - about 90 seconds!
More powerful than that was the Crystal Montgomery story here in Edmonton.
She's just 17 years old (diagnosed with cancer) and currently at the Cross Cancer Clinic.
A movement started with the hash tag #bieberforcrystal (CEO's - google 'hash tag' to find out what I mean!) - and several Edmonton radios jumped on the bandwagon quickly to get Biebers attention for this young lady - who will soon have her arm amputated - to try and meet the Biebs.
Justin, class kid that he obviously is, saw the messages on Twitter and jumped in his tour bus to come over to the hospital in the afternoon prior to his concert where pictures of him standing beside a 'beaming' Crystal got posted around the world well before it hit the 6 o'clock news.
Her line, extremely touching and simple, "you don't know how much this means to me!"
Heart chord!
Another fun little one. Brother Ger of CJAY 92 fame and I attended my Mother Noreens 84th birthday on Labour Day in Toronto and Gerry posted her picture with a simple ASK "we'd like 84 LIKES on Facebook for Mom's birthday." (CEO's google LIKE ON FACEBOOK too)
At the last count Noreen had 'well over' 375,000 LIKES and more than 20,000 COMMENTS (CEO's google "threads of people talking about your site) - and again that power of social media thing "stikes a heart chord."
The NHL recently commissioned a "focus group" to find out how the fans are reacting to the NHL Lockout and what the result might be after this dumb thing is fixed.
Must have cost a bundle.
I can safely say FOR FREE that the consumer is speaking out loudly and consistently on Twitter and Facebook 24/7 and....you're in for a rough ride believe me Mr. Bettman, Mr. Crosbie,etc..
Social Media platforms are not built in a day - nor is it a perfect business plan for everybody - however the digital kids are rewriting the marketing rules. They are tough to fool and they 'move in packs' so you'd better be engaging with them on their comfort platform (smartphone/tablets) or they will simply move on to another business who do 'understand them.'
When Twitter; Facebook; Pinterest; Instagram; Tumblr; etc are part of the lexicon of almost every Television show, Newscast, and Newspaper/Magazine article these days it's a clear signal to those CEO's falling behind the times to start to at least 'understand' what this whole digital shift means to selling their products in the very near future.
Where your product 'touches' somebody you likely will enjoy great benefits.
Otherwise - better have a sign ready to print that says... "BUSINESS CLOSED!"
Maybe BLOCKBUSTER or ROGERS VIDEO can lend you theirs!
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