Wednesday, November 02, 2011

The cost of sharing and the risk of the wrong rewards

Some rewards really aren't good for you 
While at iStrategy in Amsterdam last week I saw a ‘top tweet’ that suggested that those fixated on the viral campaign (that stuff we were writing about in 2007) should expect to spend 20% on making the viral and 80% on promoting it.
And I thought... what business do these folk think they are in? When you’re stuck spending more on promoting the thing than you did on making it there’s a problem.
It means you haven’t made it with the people for whom it was intended in the first place.
The answer of course is to push the ‘customer’ deeper and deeper into the process until they are alongside you as a partner from the word go – a partner in making the better thing, the better outcome, that you all want. Then they’ll share it. With people who want it. Because they want to. Because it matters to them. The guts of Open Business is right there – people want to make your stuff better because it matters to them.
Your job is to have something that matters.

Reminds me of some thoughts I had about the ‘social media awards’ which break out like Swine Flu at this time of year.
They have a horrible tendency to reinforce the ‘spend 80% on promoting it’ status quo. (Image courtesy (Glen McBethlaw via Flickr)
Perhaps instead of asking how well targeted (laser, usually) the ‘campaign’ was or how great its ‘reach’ (and mine will always extend your grasp, thank you), judges could consider criteria such as: How has this project improved the lives of those involved?
Rocket science it is not, 2012 it nearly is... no, really, it is.

I will be sharing video from the Open Business Workshop Ninety10Group presented at iStrategy as soon as an edit is available, of course.
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The rate of change is so rapid it's difficult for one person to keep up to speed. Let's pool our thoughts, share our reactions and, who knows, even reach some shared conclusions worth arriving at?