Before I dig in, let me first preface that I am willing to be wrong. The predictions below are mainly based on the feedback I have seen with client relationships and observed by engaging with consumers.

Social fatigue is going to be a more frequently used term as people continue to feel the weight of constant connectivity. Staying connected is only one factor. The question becomes how does one manage the vast amount of virtual relationships over time. As marketers we need to constantly find new ways to reward advocacy through quality content, incentives, new benefits, etc.

Techno stress is another term that today’s workforce should be familiar with. It’s the feeling you get when Twitter is down for a half hour or your e-mail is down for the afternoon. When technology works it’s amazing, when technology fails it can feel like the world is grinding to a halt. Techno-stress is our response to technology and how we are changing due to its influence.

The average worker can handle 50 e-mails a day. Now think about the fact that 90 trillion emails went through cyberspace in 2009, or 247 billion emails a day. When people are constantly being inundated with information and interruptions, their focus is not operating at full capacity and can lead to stress related problems like information fatigue syndrome.

Micro-communications are now, and will be the future, how information is corresponded to people. They are bit-sized pieces of information that get messages across as efficiently as possible. Micro-communications combine elements of blogging with instant messaging and social networking. There are multiple channels that allow diverse audiences to view a broad range of content at the virtual water coolers.

Because it’s much easier to talk than to type, eventually, people will be able to micro-communicate audibly. Think about traveling to a conference, you’re stuck in traffic, and you just found out that your business has made a huge discovery; you will be able to talk into your smart phone, which will subsequently put your announcement on Twitter, Foursquare, Google, etc.

The future by definition is unknown, but the future is right in front of us. Technology will always be evolving and coincidentally becoming outdated. The more we can learn to harness all the capabilities of our technology, and accept the stress that comes with it, the sooner we will be able to take full advantage of what it can do for us.

This article was originally featured in the Minnesota Business Magazine’s Expert Forum.

Why is social media right for sports teams? As with anyone using a social media channel, it is another opportunity to connect with people inside and outside of your network. You can keep the loyalists connected, and connect with disengaged fans.

Locally, there are teams using social media better than others. The Minnesota Timberwolves, for example, are using social media closer to its full potential than our other local teams.

On Twitter, the @MNTimberwolves provide injury updates, in game updates, and behind the scenes insight for the casual fan. For the serious fan, the Timberwolves are good at responding to followers, and following back fans as shown with their 7,574 followers and by following 3,357 back (as of the time of this post).

The Timberwolves also integrate social media with their traditional and other online marketing tactics by promoting their social media channels as part of Wolves Nation prominently on their website and with in-game promotions.

One team that is not using social media to its fullest potential is the Minnesota Twins. Their job should be one of the easier Twitter campaigns to manage, as they have a brand new stadium, a great product, and of course, Joe Mauer.

However, the @MinnesotaTwins have chosen to establish their channels, especially Twitter, as an elite club. Despite more than 9,000 followers, the Twins have chosen to only follow back 20 users comprised of Major League Baseball accounts, other local sports teams, Twins player accounts, and Andrew Zimmern.

The Twins have largely pushed their own content on Twitter, and they have handed out tickets to users who follow them, but by not engaging or following their fans back, they are essentially shutting the doors on them. Are Target Field’s stands only full of MLB representatives, Twins players, and celebrities?

On the Minnesota Twins’ Facebook page, it is more of the same. While their reach is significantly larger with more than 280,000 fans, the same behavior is taking place. On their wall, it is just the Twins pushing out their own content, and not responding to the numerous likes and comments on each status update.

Now this may not hurt a brand like the Minnesota Twins now, as they are enjoying great success. But, what happens if – or when – the Twins experience a long term losing streak like the Minnesota Timberwolves? It is very possible that the fans they chose to ostracize may not be there in tough times.

It is critical that any brand using social media take advantage of the connectivity that each channel allows. For some, this may be the closest one comes to connecting with the brand. If that person reaches out to them, and receives no response, it will most likely leave a bitter taste in their mouth.

What are your expectations when engaging with a brand? Do you want a response? Do you want to be followed?

What makes you feel connected to a brand?

Stay tuned to the Spyder Trap blog, the Spyder Trap YouTube Channel and the Spyder Trap Facebook Fan Page each Wednesday at noon for a new video!

Happy Web Wisdom Wednesday!

Maslow's Hierarchy of Needs

Most marketers have studied or at least heard of Maslow’s Hierarchy of needs (to the right) but few have related it to more current marketing efforts such as social media. As you read this post keep in mind that although technology evolves, people’s basic needs remain the same.

First, the premise: For the purpose of this post, I will keep my analysis related to social media. In some respect, Maslow’s theory explains the massive draw and assimilation to social media channels. The top three most psychologically complex needs are all easily obtained using social media (Self-actualization, esteem, love/belonging). Some people I suppose receive all five, but for the most part, social media allows for the authentic release of creativity, esteem personified by the ability to become a thought leader and, of course, belonging and contributing to a community is all at your fingertips.

The application: How can we use this information to become better social media marketers? Well, first understanding what people are seeking from a physiological standpoint empowers us to better optimize our marketing channels, messaging and calls to action in order to evoke a desired response. For example, creating channels for people to collaborate not only with your brand but one another might be considered an essential need for your audience. The theory is basic enough yet the application is often lost in the shuffle of day-to-day activities.

Comments and reviews are all means to connecting with your consumer at a higher level. Creating compelling copy and messaging to appeal to people on an emotional level help to create a deeper bond between your brand and your brand’s consumers. More advanced opportunities are found in attracting like minded or like needed people while exposing them to your messaging.

With this application in mind, below are several basic emotion evoking tips that apply not only to social media channels but also apply to general marketing practices.

1. Facilitate – Allow people to creatively participate with your marketing efforts. Encourage and ask for opinions, feedback and collaboration
2. Be Authentic – No auto DMs! People are looking for real human connections, whether they are on the computer, phone or in person
3. Respond- Being heard and having one’s ideas validated by others is a basic need that all people share

What do you think about this analysis and application? I’d love to hear your thoughts!

“We are very pleased that Mike has accepted our invitation,” said ADA Board President Chuck Halstenson. “Mike’s expertise in online marketing and social media adds a dimension to the board that will increase our visibility in many new and exciting ways.”

“It’s an honor to join an organization that has helped so many,” said Rynchek. “I am confident that together we can do even more by expanding the organization’s use of online communications tools including social media and online fundraising tactics.”

As Marketing Communications Chair, Mike has overall responsibility for the promotion of the Association’s Stop Diabetes^SM movement by coordinating and integrating marketing and communications efforts for all local activities including revenue-generating events, mission-delivery activities, and general awareness and outreach events.

Thanks to all who showed up to the event, and to those who were unable to show, enjoy the slides. If there are any questions about this presentation, please contact me at jdouglas@spydertrap.com.

Today I saw an article in the Minneapolis Star/Tribune titled:  “Med-tech is shy on social media use.”

Among other things it praises a  medical device start-up for its innovative and viral use of  YouTube.  However, it goes on to explain that big medical device and other health care related companies are hesitant to use social media.  The writer points to legal concerns, especially retribution from the FDA as reasons for this.

Indeed, it would be foolish for Medtronic, St. Judes and other medical device companies to rush into the social media wave pool. But guess what?  It’s not foolish at all, providing they take the right approach.

With millions of people tweeting, posting to blogs, commenting on or posting videos to YouTube, chances are excellent that each of these channels are ripe with conversation about medical devices.  Just monitoring and amplifying these conversations hold huge value for an entire organization.  I know; I do this for several health care companies.

From the marketing manager to the CEO, the ability to listen to the unbiased conversation between your company’s staunchest supporters and most stalwart detractors provides insight and direction that no focus group or traditional market research investment ever could.

One need not chime into the conversation.  Remember the old adage: “You become wiser by listening than you do by talking.”   And guess what, no one will even know you’re in the room – not even your lawyers.

Am I off base here?  Is engagement the only real goal for a company with regard to social media?  Or does listening provide enough value on its own? What do you think?

“We’re deeply committed to connecting with and providing access for patient families, health professionals, donors and many others who have a relationship with Children’s,” said Randy Bunker, Manager, Web Strategy and Communication for Children’s of Minnesota.  “Spyder Trap gives us an opportunity to strengthen those relationships, and form new ones, in ways we haven’t done before.  They also share our passion in caring for kids, innovation, and in striving to be a national leader in the online space.”

“We’re extremely grateful for the opportunity to assist Children’s with their philanthropy and social media initiatives,” said Mike Rynchek, President of Spyder Trap Online Marketing.   “Children’s Hospital gives so much to so many that we’re honored and committed to helping them meet their outreach objectives.”

Spyder Trap will initially assist Children’s of Minnesota with the Fill A Room With Care fundraising initiative to help support the development of 280 state-of-the-art private patient rooms.  Specifically, Spyder Trap will lead site optimization for fillaroomwithcare.org, the initiative’s site, and will provide social media consulting and training services for Children’s staff.

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Spyder Trap Online Marketing helps its clients find, win, and keep valuable customers with sound online marketing strategy and tactics including search engine optimization, search engine marketing, web site development and content management, email strategies, and a wide array of social media tactics.

For more information, contact:

Glenn Seaberg, Vice President
Spyder Trap Online Marketing
612-871-2270 phone
612-871-4199 fax
gseaberg@spydertrap.com
www.SpyderTrap.com

Jason Douglas
Spyder Trap Online Marketing

Earlier this summer, I purchased the iPhone 3g[s]. Once in the App Store, I downloaded as many applications as I could at once; I felt like a kid in a candy store. Google App, Weather Channel App, Facebook app, TwitterFon; the options of apps that were just a click away was overwhelming. The best part: all were free. I still have yet to pay for a single app.

When I got to searching for a Twitter app, I noticed there were free versions, and ‘Pro’ versions that cost anywhere from $0.99 to $4.99. I went with the free TwitterFon application, partially because I am too cheap to spend even $0.99 on something I would use daily, and partially due to the fact that there was a fully-functioning free option.

What if free was not an option?

That day may come, and may come quickly. We, as social media and social networking participants and contributors, have been lucky to use and enjoy networks such as Facebook, Twitter, LinkedIn, blogging platforms, etc. all for free. We all know that in this capitalistic world, there’s one thing we are all trying to do: make money. These social networks, along with all the others, are no different.

If tomorrow, an announcement came from all the above mentioned social networking channels that starting Monday, September 14, there would be a monthly fee to use their respective service, what would you do?

The question: social media: would you pay to play, or would you go away?

Jason Douglas

Spyder Trap Online Marketing

Yesterday, Ric Bucher of ESPN sent a tweet from his personal account stating: ‘The hammer just came down, tweeps: ESPN memo prohibiting tweeting info unless it serves ESPN. Kinda figured this was coming. Not sure what this means but’. On Monday, the Marines issued an order banning social media sites including Twitter, Facebook, and MySpace within its network. Each is an example of censorship, but for two very different reasons.

ESPN, like many companies, have employees that are visible not only on television, but in the social media world. These employees are an extension of the brand that ESPN has built over the last 30 years. With that comes a large responsibility to represent your company as best as possible. There is a fear that within this ‘new’ method of communicating called social media and with information available instantly, if something improper is said, it will spread like wildfire and may have a negative impact on the individual and the company they represent.

There are two approaches to take here: you an either set guidelines for how to approach social media (in this case: Twitter); or you can choose to trust your employees, and allow them to interact with fans, readers, and other athletes who are using Twitter or social media as their platform to announce newsworthy happenings about themselves. We know which approach ESPN went with.

ESPN

Within ESPN’s memo full of guidelines, included were the following points:
• The first and only priority is to serve ESPN sanctioned efforts, including sports news, information and content
• Assume at all times you are representing ESPN

Maybe I am about to react because the above statements are hitting me differently than others. When you are hired by a company, does that mean you are, in a sense, owned by that company? Are you always on call for that company? Are you ever ‘off the clock’?

If this is the way that ESPN wants to treat social media, they are about to miss the point of social media: two-way communication. One thing about us here at Spyder Trap is that we tell clients that social media is all about communication, engaging with fans, followers, etc. Anyone that just pumps out their own content and does not try to engage with people will not be successful or respected in the social media world.

Giving fans of ESPN the opportunity to communicate and converse with their favorite personality increases the brand perception of ESPN. You are humanizing the personalities, and at the same time, gaining more fans of ESPN. This is now no longer possible due to ESPN’s restrictions.

Marines:

Their restriction of social media sites boils down to one simple word: security. This is an easy out for them. Within their memo, the following is stated:

“THESE INTERNET SITES IN GENERAL ARE A PROVEN HAVEN FOR MALICIOUS ACTORS AND CONTENT AND ARE PARTICULARLY HIGH RISK DUE TO INFORMATION EXPOSURE, USER GENERATED CONTENT AND TARGETING BY ADVERSARIES. THE VERY NATURE OF SNS CREATES A LARGER ATTACK AND EXPLOITATION WINDOW, EXPOSES UNNECESSARY INFORMATION TO ADVERSARIES AND PROVIDES AN EASY CONDUIT FOR INFORMATION LEAKAGE THAT PUTS OPSEC, COMSEC, PERSONNEL AND THE MCEN AT AN ELEVATED RISK OF COMPROMISE. EXAMPLES OF INTERNET SNS SITES INCLUDE FACEBOOK, MYSPACE, AND TWITTER.”

Really? In all caps?

This is an example how having certain restrictions can help solve security fears. Instead of banning social networking sites (SNS), implementing some form of privacy requirements, having an approval process for who’s following you, who’s your friend, what groups you are a part of, etc; would be a better solution.

I have a close friend who is in Iraq with the U.S. Army. Usually, we converse by writing letters and sending care packages, etc. Instead, I know he will be on Facebook at the same time nearly every day, which is how we are able to connect, via Facebook chat. I know that since he is able to communicate with myself and his family most every day in real time, his time over in Iraq has been easier to deal with. If that was taken away from him and the rest of the Army, it could be a demoralizing blow to each member.

Does your workplace have any rules regarding social media? If so, I would like to hear about your company’s policy. If your company instituted a policy restricting your use and presence in social media, would that change your perception of your workplace? Would you look elsewhere for employment?