With the holidays and a general sense of busyness, I haven't been up on the techiest of news.  Despite that, it's hard to ignore the noise that Foursquare and other location-based apps are predicted to make in 2010.  When Foursquare exploded onto the scene earlier this year at SXSW, I was unimpressed.  New products like this launch so frequently, they feel like a dime a dozen.  I did join eventually, using the product in an echo chamber that consisted only of "tech friends" and no actual ones.  Because I use social technologies to enhance existing off-line relationships (and rarely to build new ones), it took the addition of a few good friends to Foursquare for me to appreciate the service.  One of its key features was what I deemed to be the missing piece for mobile social networks early this year.  And once my friends showed up, the thing that makes a product truly innovative happened: my behavior changed.

Here are a few examples:

• Planning a pub crawl with a friend that uses Foursquare, with the goal of trying to win the Foursquare points battle in my city
• Actually dragging myself off the couch to meet friends, with some motivation coming the fact that I would be tallying checkins on Foursquare
• Getting heckled by a friend due to a series of "effeminate" [sic] checkins, then making a point of checking in at more masculine places
• When meeting friends, relying on checkins to replace texting the location to meet

The highest compliment your product can receive is: "It changed the way I ________".  Congrats to Foursquare for making me feel that way.

I used to think of the future of advertising as the one portrayed in Back to the Future Part II.  Y'know, the part where Marty McFly is in the futuristic downtown area of Hill Valley, bombarded by ads and startled by a 3D hologram of Jaws 19.  Advertising was satirically presented to be omnipresent and intrusive.  We thought it was funny, but in reality, we knew it would probably be annoying if it ever actually went down that way.

Fortunately, we haven't quite reached that saturation point.  (Although with the average person viewing up to XXX ads per day, it's easy to make a counter argument that we are already annoyed.)  But as we approach Marty's future, this post from Justin Foster reminded me we aren't too far off:

Think about this ... a single person with a camera phone can post video, photos, and written content to a blog, Facebook, Twitter, and hundreds of other web platforms.  This content, depending how viral it is, can spread to hundreds or thousands of other people. Now combine that times billions.  What happens to the influence and reach of traditional media when The People become The Media?  It profoundly effects the way We the People consume information and entertainment.  This is not just disruptive to media business models such as selling ad space based on eye-balls.  It changes the rules for what "news" is, what a brand is, message control, the roles of government, and more.  Properly harnessed, it can make a young company the world's #1 brand without spending a dime on advertising (Google) or it can lead to the demise of established brands and traditions.

Imagine if this were posted anywhere online today. There would be a typhoon of Twatred! (Hatred + Twitter)

Posted via web from the minidisco

What is the likelihood of people forwarding on items that they receive in a social network such as Facebook (news items, links, video clips)? What is the likelihood of people responding to messages, or re-tweeting other people's tweets on Twitter?

"The idea we need to explore is this: what is the likelihood that a particular stimulus within a social network leads to a particular response?" says Lieberman.

One of earliest in-depth studies of how social networks function as an ecosystem of influence. As these studies advance, we'll be seeing more science (and proper monetization) behind reaching the influencers.

Posted via web from the minidisco

I have been struggling for content a little on this blog recently, despite having more time on my hands. As I write in my bio, I have never felt that social media is the only topic worth discussing, despite the fact that I am increasingly positioning myself as an expert in that space. But it's not the only space I have worked in, unlike anyone who has "guru" or "ninja" attached to their title. And that's why this blog needs to be more than social media. There are enough blogs out there discussing it, and most of them are redundant. As Rebecca Thorman writes:

Stop writing about social media. Talking about how Twitter is or isn’t an effective networking tool is boring. Really, freaking boring.

I read a lot of posts on social media hoping someone will say something new, but that never happens. We need to stop masturbating to what the tool is and start using it to see how it works.

This blog post is from March, by the way. And still relevant. Anyone who blogs should strive for something that is readable and relevant months (even years) later.  How many blog posts were wasted on "Twitter-killer" Plurk? How many will be written on Google Wave? Just this week, even Amber Naslund reached out to her readers for ideas that matter to them, due to the circular nature of the social media conversation.

My goal here is to write something different than everyone else, rather than recycle the same conversations and adapt them to whatever new technology emerged in the last week. I've have always believed in the difference between Soundbytes and Solutions, and I'll continue to apply that ideology to this blog. If I'm not writing, it's not because I'm not paying attention to what's happening in marketing, new media, etc. It's because I'm waiting to write something that I think is interesting, rather than just creating noise.

So bear with me as I continue to re-think the types on content I write about here. And stop by my Posterous blog, which is one of the top reasons I don't write here as much nowadays.

Going against everything I generally avoid -- fast food, chain restaurants, driving, suburbia -- I made a pilgrimmage to the Sonic in Peabody, MA. We went on Saturday, and despite being a few days late to the party, we found a long line of cars, with traffic re-routed to accomodate the rush, and waited for over an hour for the chance to eat fast food delivered to our car by servers on roller skates.

The line of cars felt like a tailgate, with people chanting and joking with other folks in the car line. As cars left Sonic, having triumphantly received their meal, they yelled to the people still waiting, "It's totally worth it!" without a hint of sarcasm. The line weaved past an empty Wendy's parking lot. We even sent someone in there to get some chicken nuggets for us while we waited in the Sonic line, knowing there would be no wait.

Eventually, we got our food, which I would rate as adequate. But it was the buzz that Sonic managed to generate that qualified their Massachusetts opening as a success. Here are my takeaways from the day.

TV advertising still works. Sonic's successful opening went contrary to all the talk that TV advertising is dying. Not only did their TV ads serve as the primary way to build the Sonic brand, they managed to drum up interest in a region where their product didn't even exist yet. Instead of frustrating consumers, it just got them more excited. It's a testament to an engaging brand.

People flock to experiences. Sonic is unique to any type of fast food experience that this region has.  When it comes down to it, the food isn't particularly unusual, but the menu (i.e. Tater Tots, Ocean Water) and drive-in restaurant experience is. People knew Sonic well enough to feel like they would be missing out on something by not going. And, like a good movie, they wanted to be in on the conversation.

Word of mouth trumps social media marketing. I had heard months ago via Facebook status updates that a Sonic would be opening, and that's how I heard it had officially opened as well. Until I started writing this post, I didn't even realize Sonic had a Facebook fan page (although I'm not surprised). Had they rolled out a larger social media push, would it have really mattered? Some buzz just lives on its own.

It's nice to have people seek you out. When I heard Sonic had officially opened, I actually couldn't confirm it. A Google search didn't reveal any stories or news reports that the restaurant had opened its doors. The Sonic website didn't either, and no official address was available -- although I knew the general area it was located in. (The Facebook page I just found today had announced it, apparently). Yet, people found out where Sonic was and went. Although, I would recommend actually providing addresses of newly-opened locations on your website, Sonic must have been pretty happy they didn't have to.

My conclusion isn't anything radical. Sonic is a unique, branded experience, and it's part of their success. Don't do everything the way it's supposed to be done, and you have done something different. Seems like a pretty basic concept, but for a lot of brands, it's not.

Because I do -- well, the first, truly notable pieces anyway.  Sure, there were chain emails, quizzes and video attachments that found their way into my first email account on AOL. But there are two that stand out for me, and they were both a (relatively) long time ago.

1. "All Your Base Are Belong to Us." (2000-2002)

This video is still so awesome that I actually re-watch it on occasion. And when I make references to this meme, without fail, more people recognize the references than I ever intend. (Can you imagine a meme like this lasting a full two years?)

2. "Subservient Chicken" (~2005)

Although a few years after "All Your Base", Crispin, Porter + Bogulsky's project for Burger King ushered in a new era of marketing. It was the first time marketers recognized word of mouth as a marketing tool. And it was cheap. They rushed to make their own viral videos, with a few wins and more losses. The videos were creative, funny and maybe even non-PC.

So why didn't they take off?  Because those marketers were playing in a very different social climate. Today, a couple of clicks share content on Facebook and YouTube. RSS and twitter prolong the relevance of blog posts about your video or site.  The concept and belief in sharing has never been more accepted (and deemed essential) by marketers and now, there's a rush to get involved in the conversation.

As a result, the term "viral" has evolved.  Marketers no longer issue "viral" content.  They issue lightly branded entertainment or leak information through social media channels, hoping the word will spread through influencers.  This isn't a bad strategy...assuming the content is actually good.

Meanwhile, truly viral communications -- videos like the Dancing Man and JK Wedding Dance -- are organic successes.  The content is good enough that people want to share it.

As a marketer and communicator, it's easy to get caught up in the social media formula that everyone else is using. Converse with your customers and leads, ask for product feedback, give them a chance to participate, don't sell too hard.  But here's the problem: Conversation doesn't replace creativity.  If that's all you are bringing to your customers, it's a cop out.  Consumers don't respect an organization just for being nice and conversational, especially if it's just following the same formula as every other brand trying out social.  Consumers are still looking for creativity, because it reflects innovation, progress and leadership.

Before you start the conversation, you have to bring something to the table beyond just words and engagement.  To use an overused phrase, "talk is cheap."  Make sure you message or brand comes with a reason for people to talk back.

A few weeks ago, I received the Ambassor Manifesto for the Maker's Mark Ambassador Club. (I had signed up about a month prior.)

I don't get much mail -- most of my bills and important things are sent to me electronically, and the rest is a minimal amount of junk mail. So when I received the Manifesto, it didn't have a lot of competition. I took a close look at the design and actually read through it. It has a rustic feel straight out of Kentucky, with language that makes you feel like part of an exclusive club. Honestly, though, it was the stock it was printed on I liked the most. It's one thing to see a well-branded item, but actually feeling it (in the tactile sense) adds to the experience.

So why did I find this so interesting and refreshing? Because I don't get a lot of mail anymore.  Email, Facebook, Twitter, banner ads, microsites -- almost all brands have gone digital.  My laptop receives more digital ads in a day than I receive by mail in a month.  That means an intriguing piece of snail mail stands out, because it is unique to receive a smart, tactile piece of branding.  (See Chris Brogan's and Joseph Jaffe's reactions after receiving pitches by snail mail).

Brands are always trying to break through the clutter, and one of the most cluttered spaces right now is digital media, where they are all fighting for your eyeballs on email, on their Facebook page, at their online community, and on and on.  So many have abandoned snail mail to the point that the medium has come full circle -- it actually FEELS unique when I receive something interesting from them in my mailbox.

As with digital, the rules of Permission Marketing still apply.  But once you have my permission, there's a lot less competition to get your message heard.

In an era, when a stray gripe about your boss can land you on an industry blog, when waking up hung over can frantically send you to Facebook to untag your name from photos of the previous night’s frosting-wrestling contest, when shots of you in unflattering jeans become part of your permanent Google search results, there are signs that some are tired of living their lives on the Web.

Social technologies are changing the way people communicate online, but they are also changing the way that people communicate offline.  And, not surprisingly, there's a bit of a backlash and a desire to get back to the basics of face-to-face communication.  There's an increasing need for people to unplug from the web, and even a movement in from cafes in New York to limit wireless access for laptop users.

I have written before about the brands differentiating themselves by not being social.  We're starting to see both businesses and individuals striving to create their own self-contained social environments -- one that doesn't spill out onto the web.  This doesn't make them anti-social.  It just a realignment of priorities: not everyone should have online access to your offline experiences, just as your offline friends shouldn't be subjected to lulls in conversation while you tweet about your meal.

The most exclusive content doesn't exist online to top-tier members of your community or social graph.  In fact, the most exclusive content doesn't exist online at all.

Word cloud created with TwitterSheep.

I'm a big believer in seeking inspiration outside of the realm I work in, and creating things that don't appeal specifically to that crowd.  It leads to richer, more interesting ideas.  So my goal for this word cloud is to make the big words smaller, the small words bigger and to constantly be adding new words to it.