Tag Archives: Social Media

Social Media and Affiliate Marketing Connection

20 Nov

I’ve always ran away from having to deal with affiliate marketing as I’ve somehow associated it with  capitalism of the evil kind before. But now that I know better,  I have approached it with a more open mind and have began to see how indeed it can complement your social media addiction and even make an “honest” buck in the process.

To simplify this to the uninitiated, affiliate marketing is quite plainly any business offering an internet-based sales program to opinion makers and marketing persons, to help sell the businesses’  products or services through the marketer’s network. Smart business people know that nothing can exponentially grow their businesses better than a system of tapping  people or organizations to create marketing opportunities for their products through a referral scheme. The proverbial carrot of course is a substantial commission with every sale made through these sales partners. (one could expect hefty ones in the area of 25- 60% ).

This is done mainly through the following steps: 1) Interested parties apply or are recruited to help sell the online products or services 2) Business approves relationships and assigns specific and unique affiliate tracking codes for affiliates/ partners. 3) Affiliates help create marketing opportunities for the products or services THROUGH their online network 4) Downlines are introduced to products or services through various by the affiliates. 5) Business just mails the “check” after sales are completed through the unique affiliate codes or conduits 6) Hopefully, everybody is happy in the end.

I’ve greatly truncated the process but in a gist, this is how the system works for many successful affiliate marketers out there. And this is where we see the whole thing dovetailing so well with the great social media revolution.

In as much as social media operates on trust and engagements, it is not a completely bad thing for social participants to “evangelize” about good products or services through their facebook posts or tweets or links. Thanks of course to the phenomenon of  “tiny urls”, the whole  process need not look too “sales pitchy”.  A mere mention like- “Oh, I thoroughly enjoyed my new gadget (followed by the unique link), why don’t you try it out too. Thanks”  can actually lead to an easy sale for a business, and a much-welcome commis for our avid social media socialite.

Why don’t you try exploring these if so inclined. Check out that tiny footnote in the the home page of your favorite gadget or software product  and look for the inconspicuous “affiliate” text. Then you are on your way to starting your own social media- led business on the side. A little moolah is not at all evil if done in an authentic and helpful way. Otherwise, because social media are  truly accountable and leave a clear “paper trail”, all I can say is that you’ve been warned… and after all, Social Media and Affiliate Marketing done properly is a marriage truly made in “referral” heaven.

Beware of Geeks bearing gifts

21 Jul


No, I did not forget to do my spell-check . It really reads: beware of geeks, an allusion to Helen’s unforgettable love story. But I digress.

I wrote this today because the social media wave has brought with it the bad with the good. In the mad rush to cash in,we have been deluged with so many tools and apps on our favorite social networks that blithe the experience. Yes, apps are wonderful because they tend to make our lives easier but do I really need to have the “share” button at every turn. And please spare me from the request to accept a gift from your garden. Let’s not cram too much into that small desktop space. Give us more space to really exchange messages, ideas, responses and less of the multiple choice questions. Let’s keep the spirit of Steve Jobs when he asked not to see a single screw on the iPhone when it was being designed. Google+ looks clean but wait till they start to “monetize”. Grrrr.

I hate to rant in the middle of the week, but I really think we ought to not forget that social media is being social mainly, and having to play arcade games only an option.

Peace.

Social Media and your Inner Self

21 Apr

Social media provides a window to your soul. Big words, but quite accurate really if you define soul in a sense, as your collective consciousness or the summation of your life’s experiences. Not the whole picture by any stretch; but only a peek that sometimes would not be possible with all the clutter of daily life. Not to mention the tendency for us to oftentimes put on masks or pretenses as a means for self-preservation.

But I guess this can happen only after your 300th post or blog or comment or so. By then, it has already become too difficult to monitor or edit your blurbs in any organized way. By then, like it or not your slip will show. And this is not necessarily a bad thing. For after all, you are who you are, unique and have something important to share that no other person can have– your ontology. I am sure, someone out there is genuinely interested in what you have to say or think.

We have these unique lenses conditioned by  experiences that will make us push that button to like a page or become abhorred by some topic or antic. We are moved to cheer, commiserate and even admonish by the new feeds, points of view, value systems. This is part of our being human, to engage with the community because we all have a stake in it.

With the social web however, this community just got bigger, and the exchanges richer. Hopefully, we will all become better for it. We hope this will lead to greater understanding and tolerance. If not, spark that move towards positive change as it had happened in Tunisia.

I once said that social media helps us write our autobiography in installments. And I hope that killer app becomes possible where I can simply extract all my past and current social engagements  and write that definitive book of  me.

I know even I will be surprised by what I may read. But that’s just me… love or hate it.

Social Media is a Two-Way Street

16 Apr

#SocialMedia is a two-way street. Media should flow from both ends, otherwise it’s just #broadcasting or worse, #narcissism.10:30 AM Apr 13th via web”

Can’t help but to twitter this one recently. I just felt frustrated that not very many still seem to understand, that Social Media need at least “two to tango”. It is not like broadcast media or the polished TV ad  that most marketers have played to perfection these past 50 or so years. It is new media that need to be  accepted in their own terms, warts and all.

Although I support that social media also need not take on one specific template that precludes all others; I believe strongly that we will not be utilizing to its utmost the true power source of the platform, if we turn it merely into a loudspeaker. Or in some cases, even worse, if some are allowed to make it into their instrument of narcissistic behavior. With their having discovered a captive audience, they must not be permitted to freely  insinuate themselves ever so aggressively into our lives. Just see those endless self- aggrandizing tweet streams to realize this.

So when we think of that next post, please remember that social media begins only after the first hello.

( Good or bad, let me know your thoughts here -https://twitter.com/rvbello, among others. I cannot commit to always agree, but I promise that I will always listen– B. )

Jennifer Aniston Sex Tape Reviewed

11 Mar

The Jennifer Aniston Sex Tape, on Youtube, is not what you think it is.

But you probably live under a rock if you have not come across the latest video created by Smartwater with movie goddess (yes, I can’t help it) Jen Aniston for the bottled water brand. It has gone viral on the net with close to 5 million views in three days. I know it’s manipulative s**t, but it’s also funny, features one of the more bankable names in Hollywood and if you got here, then I rest my case.

Most of all, it’s very instructive on how our search- engine- conditioned brains have been trained to filter information. We all know about advertising blah, blah, blah but then nothing beats the power a few emotionally-laden words to get your mind whirling. Do you still remember the infamous ” I Love You Virus”? Another formidable feat in social engineering made possible by our cultural programming and a Filipino computer whiz. Can we still rise above the sum of our socialization? Have we become web zombies? I guess the final arbiter will still be in the realm of social media, so you be the judge.

But I’m too in love with beautiful Jen Aniston to over- analyze a simply creative and funny ad for a water brand I will probably never even drink. But did those four magic words get my attention, you bet it did.  Partly because of my Catholic upbringing and mainly because people still believe in wishing upon a star.  If  this headline had  also caught yours, now you know the real power of  the Social Superhighway.

For my final word on the subject. Mr. John Mayer, let me see you beat this one.

Peace.

The Medium Has No Message

2 Mar

“The medium is the message”. I could never forget McLuhan and his famous last words from my undegrad days. He was archetypical of media and communication to us then. Although I must admit that I do not always understand what he’s saying, I had often thought that someday I might be able to quote him and sound interesting. Well, today’s the day.

My weekly trip to the mall has now been shaken by those disturbing signs that purport to promote some shops and products via social media. In as much as I am thrilled by the adoption of the new social life, I caution those who see it as a mere fad to look updated without actually providing relevant or interesting content lest it just hastens their downfall rather than redemption. Social Media requires a more than cursory understanding of your desired community. You have to engage and absorb, give in order to receive. Offer something more substantial than a simple link. Do you have something compelling for me to consider following you? Otherwise the “f” logo and the Tweety bird will just be like the Push/Pull sign on the store’s door that nobody seems to notice.

To paraphrase my friend and fellow Social Media explorer, Albert Borrero, Listen after you look, Listen before you speak.

Peace.

“Always-Never” Business Rules of Social Media [Marketing]

19 Feb

taxi-drivers-wanted-morten-gade-flickr (19Feb2011)

We need more taxi drivers for social media | Flickr | Morten Gade

Using social media is like running a taxi company. Far an analogy it may seem, understanding how bus companies operate will define why businesses and organizations today may not be getting the desired return on the investments they made or about to make with social media marketing.

Stephan H. Haeckel’s book, Adaptive Enterprise, outlines how bus companies are make-and-sell businesses. Based on commuter volume, buses run day after day along the same thoroughfares and pick up passengers on the same stops. Company dispatchers decide what routes the buses will take, instruct drivers where to stop, how long a stop will take, and schedule the bus runs for the day.

Bus drivers do not even need to know where their passengers are going. In fact, they do not need passengers at all to do their jobs well. They merely have to drive the bus on time safely along the same route every day.

An efficient taxi company shares the characteristics of a business that uses social media. Taxi drivers go where they can pick up passengers, bring them to their destinations, and likely take the fastest route skirting traffic to get to where he is instructed by the passenger to go.

A taxi company dispatches its drivers to customer-moving capabilities. The drivers then respond to customer requests thus they are empowered to fulfill those requests.

Unlike bus drivers, taxi drivers need to know information about what the passenger need—the “I need to be at the central business district in half an hour for a meeting”—then only will the driver put his knowledge about the fastest route to take and practice his driving skills to be able to meet the customer’s need.

Possibly during the 30-minute ride, passenger and driver may even strike a conversation about what matters to both of them. The taxi driver and his taxi company then operate as a sense-and-respond entity—not only meeting the particular customer need but also starting a relationship with the passenger.

Day after tomorrow the same passenger might likely call on the same taxi company, even request for the same taxi driver.

Where do the bus and taxi companies and their drivers point us to?

Business paradigms and processes need to shift with use of social media.

In the early days of the Web, it was—as it still is now with some organizations—seen as a medium where once printed materials such as books were digitized, they were good to deliver online to an audience who would read the materials in a browser. It was literally transposing leafing through book pages with a hyperlink. Or uploading a digital copy of a book to an online  retail bookstore, placed on a shelf where the book will wait to be viewed and checked out by a customer.

Publishers, writers, editors, book designers, art and print production people, and all the way to the entire value chain of distribution and marketing still practice the same analog workflow and do not adopt business processes that will offer them improvements and desired outcomes going digital and online and social.

The same is true with television as a broadcast medium. When the first regularly scheduled television service in the U.S. began in 1928, there was but one channel. Several TV broadcast experiments were simultaneously being done toward the end of that decade. Most of these programs were voice-oriented radio broadcasts or showing of motion picture films that mimicked theater plays.

No more can be gleaned from how we are using social media in its infantile stages today. In a previous post RVBello postulated that media marketing dominates the channels of communication and forgets about all that matters about using social technologies.

The Social Media Business Rules

What then should we always and never repeat from our history of using communication and information technologies?

“Always-Never” Business Rule #1: Social media is a marketer’s activity. Findings from the 2011 Digital Marketing Outlook Survey conducted in late 2010 by the Society of Digital Agencies (SoDA) and AnswerLab show that we are at first instance enamored with tools, outlets, and platforms to use. None, if not few of the respondents, placed a premium on any other aspect of business but marketing communication and technology.

Digital Media Marketing Outlook Survey Responses about use of social media tools

In this one survey question about use of social media tools, the most important aspect of going social–investments in people, our taxi drivers, and business processes with aid of technologies, our taxi units–were not on the radar screens of brand marketers, agencies, and technologists.

People within business companies or organizations are the key driving force in employing social media.

What gives? Are we to see a pathway for social media where while we talk social, we factor less our taxi drivers?

The next “always-never” business rules in succeeding posts.

Business and Social Media (Part I)

19 Feb

Talk about a love/ hate relationship. It’s like Britney Spears and the tabloids.

Business has always been first to recognize any developing trend. But it took a while before it started doing anything with social media. First of all, their systems were built around ironclad structures such as mass marketing, advertising and broadcasting. Tools that were made to be efficient for the greatest profitability. Tools that were designed for maximum control. Yes, greater control has been the linchpin of marketing communications for more than a hundred years. It worked best when it could dominate the channels of communication as well as find its greatest common denominator. This has meant buying primetime and  preaching to everybody that they should have long, black hair because the focus groups had said so. This could be done because business had made sure that the channels of communications were limited by barriers to entry, that included very strict regulation and megabucks to even play. They had so relished this role as the gatekeepers of thought and taste.

But then the internet revolution had changed everything. People started creating their own media channels to reach out to each other thus bypassing the gatekeepers. Costs and regulation were no longer any real  issue. So much so that people,  for the very first time, were truly at the driver’s seat. They now do not need to be told that they had to have long, black hair to be cool;  because having it in some other way could just be as radical. People had the numbers to prove this. The know,  because they are in touch with each other directly and THEY now own their media.

At this point, business had to take  notice because they realized that their influence is rapidly being eroded . It’s not about being bad guys because they really are not. They just had it so easy these past hundred years so that in an almost Darwinian kind of way, business had to just really adapt or else die.  And adapting was another thing that they were actually good at, besides spotting trends. And they had to simply bite the bullet.

Business, to again thrive in this brave new world, had to retool their systems around the new social thinking. Preaching to customers and control of media no longer worked. Persuasiveness, advocacy and consensus building did. Engagement based on honesty and authenticity was the new currency. Smoke and mirrors had lost their sheen, while listening and nuancing will pay  greater dividends indeed.

To understand social media, business must now necessarily be part of it. It must learn to be customers themselves. It must integrate all their traditional channels with the new media. It should monitor more closely than before, changing habits and taste. It should be in the middle of conversations. It should never scrimp on the process of understanding. And most important of all, it should learn to accept that it no longer can have total control. If it just kept all these to heart, then we are sure that it will get the love back.

Peace.

Social Media: A Possible Necessity or A Necessary Possibility

16 Feb

Social Media have been getting some bad press lately. Well, of course it depends on which side of the fence you’re sitting on.

The New Egypt and its great people have praised to high heavens the inestimable contributions of facebook & twitter to their unseating (pun intended) President Mubarak and helping the ushering in of an era of freedom for their country. It goes without saying however that Mr. M and his henchmen are probably sulking in their boots for not doing enough to close down early the new media channels for people’s interactions.

More recently, Justin Bieber’s  true “beliebers” have terrorized the twittersphere with vituperative rants after they didn’t get their candy bar from the Grammys.  Or just now, Mick Jagger probably woke up to see himself killed online with the “RIP Mick Jagger” buzz which had obviously proved a big, ugly hoax. The Godfather of Rock is not about to sing into the pearly gates, at least not just yet.

But for every little horror story about social life, one could probably rattle off a hundred more examples where social media had actually made a positive difference. Whether it was getting people to become more aware of the destruction of the Amazon rainforest or making it possible to catch up with long lost friends after a High School reunion, social media and networks have been mainly a force for good. I even remember how a friend had posted once that it was actually a gift that has allowed her that “much-needed break from the mundane chores at work”, an oasis in a sea of minutiae.

It may surprise many to know that the phenomenon of  social media is not even a new thing. It may have already celebrated its 30th anniversary if you counted Mark Granovetter’s piece, “The Strength of Weak Ties” published in 1973. You can therefore say that social media is simply a reflection of the very human need to reach out to our environment;  for even as babies we all longed to touch and be touched. The internet, new media and web tools have only enabled this process to move light years faster and created touchpoints that are virtually limitless.  In fact, I expect pretty soon that social media will  find its way more seamlessly in people’s consciousness so that social life will then be known simply as,  just life. No more duality, only one endless thread.

So to answer the question if social media are a “possible necessity or a necessary possibility”, to echo Bertrand Russell. I’d simply re-tell this little story from my Zen teacher:

“Two monks were arguing about a flag. One said: “The flag is moving.”

The other said: “The wind is moving.”

The Sixth Patriarch Hui Neng happened to be passing by and he told them: “Not the wind, not the flag; mind is moving”.

Peace.

Memo to Esperanza Spalding

15 Feb

I had wanted to call this blog post, “Social Media Beats Radio S**t”, but was prevailed upon by my daughter from performing online seppuku from all the irate Justin Bieber fans who are bound to descend on this blog with their devastating loss at the Grammy Awards last night.

Yes, if you still don’t know yet; all-time favorite Justin Bieber lost to mega talented but virtually unknown jazz singer/ bassist, Esperanza Spalding for the much-coveted “Best New Artist” category at the Grammys. But while Esperanza truly deserved the recognition more than anything; this post is not really about arguing musical tastes or hair styles but about the immediacy and power (no matter how misplaced) of Social Media, particularly Twitter in this instance.

Here is a sampling from the MTV “Clutch” Blog just a few hours after the Grammys ended:

“For a little while last night, Esperanza Spalding was given the middle name “Quesadilla” on her Wikipedia page by, presumably, a disappointed Justin Bieber fan. To the surprise of many, Spalding won the Grammy award for Best New Artist at last night’s ceremony. Justin himself handled the loss gracefully, but not so for the angry Wikipedia updater who added this to Spalding’s entry: “Recently, she won the best new artist at the 53rd Grammy Awards JUSTIN BIEBER DESERVED IT GO DIE IN A HOLE. WHO THE HECK ARE YOU ANYWAY?”

Lovely, right? That person is not alone in his or her disappointment, though. Much of the outpouring of dismay has been a little less vulgar (not all), but equally insane. Here’s a sample:

+ “Wtf is a Esperanza Spalding?” @PoeticMotionsz

+ “Her name is Esperanza Spalding. That’s like…a Disney Princess and a basketball. But congrats to her.” @kingsleyy

+ who the hell its Esperanza Spalding? -.-. u dont deserve that award b**** -.- @EspeSpalding sucks -.- @Allyitshere

+ “Congratulations to Esperanza Spalding for winning Best New Artist, I will now google your name to find out who you are.” @BeliebInTheBest

+ “Esperanza Spalding shouldn’t have won no one knows her, another b**** we have to google. Drake or Justin should have won.” @Maryam_9

+ “Esperanza Spalding said she was surprised she won Best New Artist “‘because I’d never heard of me.'” @BorowitzReport

Whether you agree or not with the badly-vented spleens of Tweens who worship his Bieberness, social media is here to stay and Esperanza better have a platform of her own to present her case. The good news is today more people, who seem to recognize real talent, were on Twitter to defend our “Best New Artist”.

The only real problem is that Esperanza said, in a recent CNN interview, that she even does not have an email account yet because she prefers receiving “manually written” communication (notwithstanding the presence of a unverified @EspeSpalding twitter account). Well, somebody in the artist management department better do something fast, because Social Life is here to stay.

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