The Apple IIe to my current array of Apple devices are just a few of the things my mind ran to when I heard the news of Steve Jobs passing early yesterday evening.  From an irony perspective, I was in the midst of finally upgrading my MacBook Pro to Snow Leopard so that I could go to Lion when the news came across.  I sat back and had a chance to reflect, as the disc whirred in my optical drive.

My first computer in the early 80’s was an Apple IIe.  My mother was a Math teacher at the time and she was on the forefront of the technology curve and was embarking on her own path that would turn her into a Technology Specialist.  Besides writing ‘go sub’ routines my favorite pastime in Computer Class was opening up the CPU and pulling the audio cord so we could play “Hard Hat Mack” and “LodeRunner” without the teachers knowing.  From the IIe I moved on to the Macintosh SE.   For those of you that don’t remember, that was the first ‘all in one CPU/monitor’ package, and it was fairly popular in the schools.  At this time, I was also introduced to Apple Talk and the ability to network 5 or more computers together and even add in a shared printer!

As I entered the business world I drifted away from Apple at about the same time that Jobs drifted away from Apple.  But, as my business world changed so did my ability to experience the change of Apple’s market strategy, which included Jobs re-entry to the company.

I have been an early adopter ever since.  I remember ‘spinning’ the slide wheel on that first, bulky iPod and
realized how much the world was about to change.  With each successive release it seems like I have upgraded until I moved over to the iPhone and was able to integrate my phone and audio devices together.  I was on the original list for the iPhone4 and waited in line to pick mine up on day one.  I am typing now on my MacBook Pro and am the proud owner of not just an iPad but also the new iPad2.  I have also spread the ‘Apple fever’ to my children.  My girls, 11 and 9, both have iTouch 4’s and our favorite thing to do is FaceTime at night before bed as we live a 1,000 miles apart.  That smile I get from them and the ‘live’ kiss sums up for me what the mind and spirit of what Mr. Jobs means to me.  He, and Apple, have helped ‘connect’ the world in ways that we only dreamed about less than one generation ago.

 
The above image is from www.Apple.com

Did Twitter hit the mainstream last Thursday night?  Over the last couple of weeks, in what was already a viable and hot social media property, Twitter has gotten even further buzz.  While the tech savvy crowd and hipsters have long been on the Twitter bandwagon, in the past two weeks marketers may have finally begun to leverage Twitter's appeal to the masses. 

First, for sports fans, there was the Jay Cutler incident in the NFC Championship Game.  Jay Cutler, the enigmatic Bears QB, left the biggest game of his career with what looked like a “soft” injury.  Maybe it was the player, or the magnitude of the game, but Twitter LIT UP with chatter about this incident, and not just by sports junkies and hacks like me.  Sports analysts, players and celebrities all had a view point and they all took to Twitter.  While the announcers were discussing it along with the game, people’s opinions were formed not by the TV but by what was being said over at Twitter.  While I often tweet and follow others via a hashtag (#) during a game, this was an avalanche of content.

Newsworthy, of course, is the current crisis in Egypt.  Social media and Twitter have been playing a role in news coverage now for a while, but this time it was in a part of the world where many of us Westerners wouldn’t expect it – the Middle East.  Not only were we seeing tweets and comments from Egypt, but the rallies and gatherings were being CREATED by tweets!  Adding fuel to the fire was the Egyptian Government trying to censor the content by shutting off access.  While this part of the world has been long known for political unrest and upheaval, this was the one of the first times that Social Media really flexed its political muscle, and was able to move the needle so much.  In related news, we are all now familiar with the clothing retailer Kenneth Cole creating a social media mess with their #Cairo tweet (pictured). The retailer known for ads based on current events probably missed the boat with their insensitivity, but drove loads of traffic to their site and gained a lot of press for this stunt.  Bad for the brand, but was this a strategic move nonetheless? 



The third, and maybe most revealing look into Twitter’s mainstream rise, came from last Thursday night’s episode of Grey’s Anatomy.  For those unfamiliar with the show, it’s a medical drama set in a hospital.  Not much more needs to be said.  The episode included one of the surgeons tweeting about her surgeries.  The surgeon was clearly part of the “in crowd” with technology, while the older chief of surgery was not familiar with Twitter.  In perfect made-for-TV fashion, not only did the chief eventually become enamored with Twitter, but its use actually saved a patient, created a dialogue amongst colleagues, and even sparked a “mini reunion.”  All of that in just one hour, and for the millions of 25-54 females watching this show, wondering what the hubbub surrounding the Twitter thing, and how/why their kids are using it, it just might have “clicked.”

I, for one, am very interested in seeing how marketers continue to leverage social media into "traditional" media.  By bridging this online/offline gap, I predict we will see more mainstream utility usage of Twitter, as well as other social media platforms, and how our media consumption will truly become immersive experiences.  Can't wait for my connected TV to have its own hashtag #GilsTV.

Fall is my favorite time of year, just like it is for a lot of folks. While I enjoy the cooler temperatures, the changing of the leaves and all the preparations for the holidays, the real coup de grace for me is sports. Let’s face it, summer is the ‘dead of winter’ for a true sports fan, but fall is our Valhalla. 

I mean, could October be any better? You have baseball pennant races, playoffs and The World Series. In Hockey and Basketball, the seasons are just beginning and everyone thinks they have a chance. For America’s new favorite pastime, college and professional football are in full force.

But you're on our blog to read about unified marketing or the latest technology trends, right? You don't really care about my passion for sports.

When Sports and Marketing Collide

Sports and marketing have been closely aligned for as long as I can remember now. From the ads you see in the programs at the ballpark, to TV/radio spots (and shows created for the sole purposes of selling ads I might add). Of course, there's also the signage all over, including player uniforms, the scoreboards and that precious real estate in the line of sight of any television camera (like behind home plate).

The next iteration of fan engagement is coming through Location Based Services (LBS). There is no question that services like FourSquare, Gowalla and Facebook Places have moved beyond the fad to widespread fan adoption.

For me, I think sports is the bridge between fad and reality for LBS. Sporting events - whether you're at the game or watching it in the neighborhood bar or from your couch with your Snuggie on - have always been about participation. Fans want to be part of the experience. With LBS, they can mark the event.

-          A captive audience – when you arrive at a stadium for a game, they have you at “hello”.  You are there for 3-6 hours (if you include tailgating).  Advertisers have long seen the value here with placement in Programs, buying up ballpark ‘real estate’, etc…

-          Fans are a passionate, core demographic for sports. The term ‘fan’ comes from ‘fanatic’ - is there a more poignant example of this passion.

LBS Creates New Opportunities for Storytelling

-          The narrative – here ‘IT’ is, the KEY to making LBS truly successful. At the heart of any success is STORYTELLING. At the heart of sports and why we love them is STORYTELLING.  Whether it is sharing the ‘moment’ with 95,000 others or telling your grandchildren 40 years later about how you were there when ‘IT’ happened, sports is about the story! Deep in this concept of STORYTELLING is the desire to SHARE, which is really what LBS is about.

So now that we have the groundwork we need to look at LBS and assume that something is ‘missing’.  If you agree that three things needed for success today from a marketing standpoint are storytelling, technology and social engagement you can begin to see where I am going.

Clearly LBS’ have the technology angle solved. Smart devices with GPS and social networking built in are what have fueled the revolution. Additionally, they are inherently social. You check in, tell your friends where you are, see where they are, etc... 

What I see as missing is the ‘story’. When LBS first launched the question was raised, “Why would I check in and tell people where I am at?”  In those early days the answer was, “If you give them a free beer they will check in”. While that worked initially, I don’t think it is a long-term strategy.

What should be the answer is sharing. Let people share in a group experience, add in their commentary/story, record it for posterity, and then relive it as they choose. Now, what better platform is there for that than sports? 

Take this past week and look at all the great stories you could have been a part of:

• Roy Halladay pitching only the SECOND No Hitter in baseball playoff HISTORY
• Bobby Cox managing his last game for the Atlanta Braves
• Brett Favre throwing his 500^th touchdown last night on Monday Night Footbal

Quite literally there were THOUSANDS of fans looking to share those stories and LBS’ could have been the perfect tool to do so. Sure, you get a glimpse of the story with a short message, but there's more to it than that.

You could check in that you were there, you could post pictures, add running commentary and lastly share the emotions of the moment.  Yet, it’s not being done, at least not through one consistent service.

The question is then why? The answer is money. It’s expensive to launch initiatives, especially ones that don’t have a direct ROI to the groups, in this case a Sports Teams, bottom line.  But I see that as short sighted and where advertising can step in.  For an advertiser what is the benefit of placing an ad in the program of a World Series Game? It’s that eyeballs in the stadium will see the ad, resonate with it and choose to purchase your product. 

The same thing can happen through LBS with an even more emotional pull. Take the Halladay no-hitter (as a Philly fan I will). If I were checked-in to the game and right after it ended, I received a personal message to me (and the others that checked in) that I could be the FIRST to get the t-shirt commemorating the event --- how fast would I do it? Two seconds! How long would it take me to tell the rest of my social network that I did?  Less than two seconds!! 

Soon I would have two stories to tell, the game AND the great offer I received after, all because I was checked-in. How many of my ‘friends’ will now check into games waiting to see if they will get anything? A lot of them. If they get something, they might tell two more friends, and they tell two friends and soon we are all using shampoo from the 1980’s!

So, why haven’t teams, leagues and advertisers seen the power of this yet? I’m not sure, maybe they need to check into LBS in the off season.

While the race for ‘ownership’ of the LBS market (Location Based Services) rages on, and naysayers’ debate its viability, I am sold on the concept.

If you are not familiar, LBS are the latest craze in the ever growing social media marketing landscape.  The general principle is that an end user uses their smart phone and its GPS abilities to ‘check in’ to their current location. 

Like its social media older cousins Facebook and Twitter, there are many out there that think this is just a passing phenomena - a game if you will.  Like Facebook and its now 400 million plus users, and Twitter and it’s large following I believe in the LBS strategy.  Out of the pack has emerged two ‘major’ players in the field, FourSquare and Gowalla.  Google, Facebook, Yahoo! and even Apple are also looking at entering the playing field but I believe they will have to make an acquisition to truly play. 

Along with the hype of these types of services there is also a lot of criticism.  Since I am a ‘fan’ and a user I might be a bit jaded but I think I can at least address the critics; here are the gripes I have heard, some legit, some just silly:

1. If you tell everyone where you are then you are leaving your house open to be robbed.  I originally thought that this was a ‘non-issue’ I have to admit but after a conversation with people smarter than I over drinks I have amended my opinion.  This is one that you DO have to pay attention to.  Use common sense, if you are ‘checking in’ on vacation, turn off the setting that posts to Facebook and Twitter, so ONLY your friends on that LBS Tool of your choice get it.  Second, and this goes whether you use and LBS or not, CHECK YOUR PRIVACY SETTINGS IN FACEBOOK!  Facebook has gone through a number of changes and many people have forgotten to go into their settings and make sure they have the level of privacy that they want.  For me, I only want FRIENDS seeing information; others may have different standards and that’s cool, just make sure you are comfortable with yours.  As for Twitter, you can ‘protect your tweets’ as well so only your followers can see them.

2. You can get stalked by a crazy ex and have to deal with all that.  True, but is that really a concern?  If it was, you wouldn’t be on FB, Twitter or LinkedIn.  Can it be a problem?  Sure.  However, you don’t have to tell EVERYONE where you are.  Your standard LBS lets you self select who the information goes to.  Side note – crazy ex probably knows all your haunts and when you like to be there anyway…

3. Why would you want to be doing free marketing/advertising for a place or a brand?  Are we seriously talking about this one in 2010?  Look down at your feet people (go ahead, I’ll wait) --- is that a ‘swoosh’?  Did NIKE pay you to wear their shoes or did you drop $100+?  How about that laptop I carry around?  You know the really sleek, chrome looking thing with the fruit in the middle very well lit?  Let’s face it people, WE have become walking billboards!  Take the silly Ed Hardy T-shirts (yes, I am just over 40 and don’t get it).  You have people clamoring to be seen in an Ed Hardy, and what is besides some crazy print with the biggest part of it being his SIGNATURE!!!  I’ll talk more about personal brands in another blog.So there are some of the negatives, which may be legitimate, but aren’t exactly deal breakers.

What are the positives you might ask?

1. It’s fun and it’s social.  One of my favorite shows as a kid was CHEERS, the bar where everyone knows your name.  Basically, with a tool like FourSquare you can become your own walking CHEERS.  Check in at a friendly place and the bartender says, “Welcome, how about a beer Mr. Peterson”, OR how about you get to a place that is running an amazing special, you could take the time and call or your friends, or break your fingers and text them OR check in with an LBS, type in a comment, it automatically gets to everyone through whatever social tools you are using and who knows what can happen when everyone shows up.  Simply put, in its most elemental form, it’s a way to extend the party.

2. As I have heard from Social Media Guru, Gary Vaynerchuck, “why would someone check in at a bar?”  Give’em a free beer and watch them check in all day!  What a cool way to earn stuff and allow a small business truly establish a win-win customer loyalty program.  At one of the Whole Foods in Austin, TX you get a very valuable coupon on your 5th visit.  What does this do?  It drives loyalty, rewards it, makes it fun and even mysterious…what will I get on my 10th check in, etc…Not enough small businesses are using these tools to see a huge uptick here but I believe by this time next year it will be off the charts.

3. That last part of #2 is part of the biggest positive from a business application and it’s the direct corollary to the third criticism.  I’m not sure when MARKETING became a four letter word but when it comes to LBS that is seems to be the #1 complaint and it goes something like this, “that stuff is just one big marketing ploy to get you to go somewhere or buy something”.  My response is somewhere along the famous Socrates reply of “duh!”  Isn’t that the whole reason for newspapers, magazines, TV shows, etc…sure they have their entertainment and news value BUT no one is shocked to know that advertisers are paying to place their content in front of your eyeballs to get you to buy stuff!  Not sure why the uproar when it comes to LBS, it seems to me like a natural fit.

4. Last but not least and this is by far where I see the big win for LBS and that is creating partnerships to pull off some really cool stuff.  I was discussing the value of FourSquare with an Executive at one of the major record labels.  She is responsible for new acts and we were discussing the value of LBS for her and she said; give me one way it works in my world.  So I said, do you have an all girl band you want to promote?  The answer was yes.  How about an in store ‘tour’ across America teamed with an outlet like Express?  You have all the traditional ways to support it but now add an LBS layer for very little cost.  It is also a completed integrated approach across all the social media tools; from Facebook, to Twitter, blogs, Flickr and a full activation using LBS.  Her eyes lit up and she said, write it up and let’s take a look at it.  That’s just the tip of the iceberg.So, mock it if you want.  Five years ago you never thought you’d be on Facebook. 

If you can remember back to 1991, if someone asked if you wanted to be accessible 24/7 via the phone, some new thing called email and a feature called text that in our old lexicon meant a book at school you would have said, “no freaking way”…and how many of you don’t have a cell phone today?

We have plenty of experts at Definition 6 and several of them were able to join me at SXSW this year. In their blogs they will give you great insights into the fantastic technical content and incredible creative features that SXSW Interactive provided. 

As for me, I was your basic wide-eyed child seeing a new world for the first time. Every experience (and many of the sessions) were sensory and information overload, but I did bring back a few good nuggets that will be helpful for 2011 and beyond, particularly for first-time attendees:

1. Do NOT ignore the early panels and sessions – I am an early riser and not a ‘huge’ partier, so this one for me was easier than some of the other conference attendees. Every day sessions began at either 9:00 or 9:30; set your alarms early, get up stretch (workout if you do that) because you are in for a fully packed day!

2. Speaking of panels and sessions - there are tons of them. If you don’t pre-plan your day, you will get lost, overwhelmed and will miss things. SXSW has gotten so big that many sessions no longer take place in the Austin Convention Center (ACC). They use the Hilton across the street and several other hotels around downtown Austin. If you aren’t paying attention you could very well miss your session.

3. Use the tools SXSW provides – If you weren’t using my.SXSW.com then you missed out. Additionally, I am an iPhone user and the SXSW app was a LIFE SAVER! Everything from my custom schedule to maps to venues, it is a must have.

4. Network, Network, Network – I know this sounds rather elementary for a Conference, let alone SXSW, but I would focus on where and when you can do your best networking. For me, I found that to be in TWO places. My favorite place to network was before a panel/session. For a generally small panel I would arrive about 30 minutes beforehand (take note, for big sessions, like Keynotes, I would arrive 60 minutes before, take a good seat, and be ready to talk to my neighbors.) 

I met everyone from the head of Interactive for a Fortune 50, to someone who had actually read one of my blog posts! The second place was in the ‘Lounges’ on the second floor of the ACC. In general, I had about 60-90 minutes between sessions. I would head up to the Bloggers’ Lounge and process my thoughts and get to meet great people from around the world.

5. Bring your laptop! – A few folks suggested I leave it behind but for me it was my SINGLE BEST TOOL at SXSW. Why you ask? During every panel/session there was a hashtag for Twitter associated with it. I would open up TweetDeck and add a column for that hashtag. From there I could pose a question, make a comment and follow what others were saying. This actually became ANOTHER great ‘place’ to network as I started picking up ‘followers’ and I began to ‘follow’ others in the room. 

6. Work the parties – At least until 10:00pm or so. I noticed that most of the sponsored after hour gatherings were also good places to network but only up until a point, and that point was generally around 10:00. From then on places were very crowded and the atmosphere was no longer conducive to very strategic business talks. Stick around, pick up cards and talk about your business but think of that like early snow – it’s coming down but it most likely won’t ‘stick’

Bonus – Hotel rooms fill up fast! See you March 15^th, 2011.