SeepeopleS — Interest is the Real Net
A few weeks ago I randomly found a music video on YouTube that I liked a lot. Then this weekend when I went to the studio to return a camera I ran into Peter Keys (keyboardist for Bob Segar & Kid Rock). I hadn’t seen Peter in a few years since he worked on Bikini Calculus when I produced that. He and I talked about our new projects and come to find out he is the keyboardist of SeepeopleS.
People talk about it being a small world when you find someone in a place you don’t expect. They feel its a coincidence. It might be but its more likely that you both are their because you share interests.
Out of the millions of videos on YouTube I “randomly” found SeepeopleS but in reality I was looking for things I liked. And Peter Keys and I shared some things in common and that is why we had met originally and he worked on Bikini Calculus. So when I found the music video it was because it interested me. Its not surprising that I would like a song a friend likes.
The web makes it easier to find your friends, even among the billions of people out there. The Net is not computers, its the links between people
Apple iPhone Marketing Mistake
Apple is great at marketing. The PC vs. Mac commercials are viral video favorites. Those videos have launched a new micro genre of fan made PC vs. Mac commercials. Now that is some amazing marketing, which I don’t think they quite planned. But they could have predicted. That is why I feel they are making a huge mistake in threatening legal action against people making and sharing skins that make other phones and PDAs look like the iPhone.
Not only do I think it’s a mistake to try to force people to not share these skins I think Apple should make the skins and give them away.
Here is my thinking on this. The graphics on the screen aren’t what makes the iPhone cool, its what the iPhone does, its the functionality that makes an iPhone worth buying. So Apple could have a great viral marketing campaign by saying, “For all you people with other devices you can imagine what its like to have the real thing.” And Apple could poke fun at copy cats saying, “You can look like an iPhone, but to do what an iPhone does, you have to get an iPhone.” Apple could even give away removable stickers or possibly even sell phone carrying cases that make other phones look like an iPhone. The entire message, only an iPhone will do.
Information Generation
This video points out the serious disconnect between the establishment and the generations that grew up with wide spread information technology. There are some very important insights. The moderator, Guy Kawasaki, asked one question several times and was surprised by the answer and couldn’t understand it. Part of the reason is he didn’t know how to ask the question in a way the kids that have grown up with pervasive info tech would understand.
These kids:
- avoid advertising
- shop in stores and buy online
- buy lots of “legal” media
- “pirate” most of their media
- instant message a lot
- don’t watch TV
- like Apple products
- use open source, but aren’t geeks
The thing the moderator seems to miss is these kids #1 concern is managing their time and attention. These kids use SMS text messaging because they can politely do it any time and any place. It doesn’t demand attention from the recipient. This is the same reason they use MySpace and Facebook. They don’t have time to personally deal with all their social interactions. The moderator incorrectly assumed these kids are missing social interaction because much of it is not done face to face. This is the exact opposite of the truth. These kids are managing hyper social behavior. They use technology to stay connected with friends and make connections with possible new friends.
How to Reach Kids
OK, Guy, this is what the kids didn’t tell you. They find out about new products from other people. All you need to do is reach an influencer and you’ve started a marketing virus. The best way to do this is make a really great product. The influencers are always looking for something new. This is how they stay cool. The followers will mimic the leaders and if the product is good it will spread. This does mean traditional advertising is dead or dying. The outcome is a better connection between buyers and sellers. If you make stuff that is cool, you become an influencer. Your website, blog, or just conversations will be the source for the next great thing. This can’t be faked, it must be earned. You can jump start your initial recognition by doing something valuable for the influencer market. A funny viral video is valuable because it is funny. Sponsor a band. Go to a blog and ask for negative feedback on your product. Then fix it. And give credit to those that helped you. This is only some of the ways to reach the attention stretched information generation.
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