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| 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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