With all of the talk about SXSW lately, there has certainly been a lot of talk about what’s next. The location wars are heating up… will Foursquare reign triumphant? Will Gowalla gain market share? Where does Blippy fit in to the privacy economy? Who’s next in line for VC funding?
Watching the festivities of industry conferences, its definitely intriguing to see so many minds converging into one spot; so many thoughts about what’s next… But, listening to the conversations from afar, I’m left wondering who’s talking about what’s now?
Worshipping at the altar of next
In Apple’s famous 1984 commercial, we saw the audience staring into the abyss of monotony. Their eyes were glazed over, hypnotized, lacking all personality and individuality. They stared at the present, content to be oblivious to the future that was about to set them free.
Have we progressed so far that our great minds now sit, complacently transfixed upon what’s next?
Are we ignoring the present? Are we blind to the now that a majority of individuals are experiencing?
Is social media leaving now behind?
Don’t get me wrong, the future is great. The tools and capabilities that we have at our fingertips are truly mind blowing. Listening to Mitch Joel describe the capabilities of the iPhone during a recent speech left me with a new appreciation for the device that I carry in my pocket on a daily basis. Its fun to push the limits and easy to fall for the assumption that the rest of the market is as advanced as we are…
Venture onto the street and talk to someone about Foursquare or Twitter. Do they actually use it? Do they care that ComcastCares? Talk to a company outside of the big brands with big budgets. Beyond the case study keeners, how many of them understand the web in general, let alone the social media tools that are discarded by some as being “so last year”. Want more? Try talking to a local not-for-profit? Trust me, while the concept of what’s next might be fascinating, they’re struggling to make ends meet and have the resources for what’s now.
How to ensure 2010 won’t be like 1984
So many great minds in this space are flexing their abilities by working with organizations, assisting with marketing, creating campaigns, educating and advising. How can they best use their ideas and talents to maximize the impact they have on the world?
Leverage reality – When you’re working with an organization, consider the day-to-day reality in which they conduct business. Is a Foursquare-based loyalty rewards program really what they need most right now? What about pay-per-click search, or basic optimization of a landing page or email marketing? What about an affiliate marketing arrangement with other local retailers. Yeah, y’know… offline. Marketing doesn’t have to be flashy and new, it has to achieve goals. While operating within the confines of reality might not be the most exciting prospect, achieving feasible business results is always sexy and in style.
Leverage connectivity – The communities that we have built online are deeply connected in ways that were never before possible. Leverage these connections to solve real problems that people are having now. There’s more to life than #hashtags and fishbowls. Venture out into the world and flex the true power of social capital. Use the networks that you have built to gain knowledge, conduct research, and test ideas with peers; regardless of whether the idea involves bytes or bolts.
Leverage perpetuity – Don’t go for the quick strike, easy money client. Is this money out there? Certainly. Is it tempting? Definitely. Avoid the temptation to talk about tools and cite statistics for some quick cash. Help people with what’s relevant, timely and actionable for their unique situation. Don’t be a twitter salesman, Don’t try to hit every nail with a Facebook fan page. Aim for long-term relationships with organizations, in which you grow together by finding unique solutions to match their business goals. Small wins now build trust and possibilities for growing together and experimenting with more cutting-edge ideas.
Bonus. Leverage charity – Find a not-for-profit and offer your mind. Have a look at their online presence and then schedule a phone call and answer their most pressing marketing questions. Chances are, it won’t be Daily Booth or Chat Roulette. Not only will you be doing something good for the world, but your eyes will be opened to the low hanging fruit that exists across virtually all industries.
What are your thoughts? Do we spend too much time talking about what’s next? How are you contributing to educating and harnessing the power of what’s now?
{ 3 comments… read them below or add one }
Totally agree. Using the “next” social media and marketing devices will help reach exactly 0.1% of my target audience. The reality is that I will be doing the social media basics (what's yesterday) with my manufacturing startup, because it needs to feel comfortable and accessible… I don't want to make a customer feel archaic.
I think planning for the future, and implementing programs that will be scalable for the future are important, but agree that it should not take over our focus entirely of the present. I'm working with a small business who needs clients in the door – today. We're focusing on tangible actions we can take *today* to make that happen (which does involve a bit of social media), as well as looking at a 3, 6 and 12 month road map of things we can consider to continue to help bring in more clients in the future. If we were entirely future-focused, she may have a long period of time without any paying clients, which obviously is not ideal for her situation.
Great post Neil!
I think present is mots important for living your life, business and relationships, future should be planned based on present or make it better or improve it more positive