Now that I’ve praised it, let’s get through why I don’t think Twitter is worth a billion dollars.  Let’s not even get in to the absurdity of giving any company a valuation that doesn’t have a business plan (seriously). But for now we’ll assume that the valuations for Twitter were based on number of uniques. The trouble is that one of Twitter’s greatest assets – comprehensiveness – is also its greatest weakness. The fact that you can post and read the twitter stream outside of its site via third party programs like Twidroid and Tweetdeck means that quite simply to use Twitter you never have to go to Twitter.

So, if you can’t count uniques how can you value the uses on the site?  We know there is a value in the stream of conversation it creates but how do they plan to monetize? Licensing you say?  Sounds good…for now.  With Bing and Google currently making RTS a top priority, both both companies have been in talks with Twitter and have the R&D and money to figure it out…

(http://uk.techcrunch.com/2009/05/19/larry-page-twitter-made-google-focus-on-realtime-search/).

For Twitter, none of the glaring flaws seem to to matter.  Twitter has no intention of selling ads on the site – EVER.  And even if they did, remember that Google AdSense is useful because it delivers relevant ads that are being served by a complex algorithm created by a dedicated staff that has been perfecting this very thing for many years.  So Twitter doesn’t plan on accurately counting uniques, deliver ads or, I guess, monetize in a traditional sense.

So where does that leave Twitter? They undeniably offer a tremendous value for companies and in turn for consumers.  We’re seeing more and more companies cashing in on the virtues of micro-blogging.  Recently, Southwest used Twitter to find and convert consumers from competitors.  By targeting stranded Tweeters at competitor’s terminals, they quickly directed them to go to the nearest Southwest gate for a cheap flight out.  Not only did they gain a consumer for a day, but also their ability to respond quickly created a long time customer.

So is Twitter valuable. Unquestionably. Has its real-time search literally changed the game and forced the big boys to stand up and take notice. Unquestionably. Unfortunately for Twitter changing the game and being important are independent of value. I suppose only time will tell how Twitter will evolve and whether the competitors will aim to beat them or join them. We’ll all be watching… and Tweeting.

“But wait” you say, “I can save a few bucks by just writing myself. After all, I’ve been writing for years.” I’ve been putting on band-aids for years³ but that doesn’t mean I give myself surgery. There are certain tasks that require skilled and seasoned professionals, and writing is one of them⁴. When it comes to content creation, everything starts with the writing. It’s the foundation of the project. You know what happens when you skimp on the foundation⁵.

Professional writers are artists. They can change opinions, emotions and beliefs with a single word. On the wings of a strong writer your project will really be able to fly⁶.

If you want your content to be clear and meaningful to your audience, you need to include the writers. Think about it: What would we have without the writers? Just pictures. And what are pictures worth? 1,000 words. Bam! I just blew your mind. How did I do it? I’m a writer!

1 Or women. Let’s not be sexist here.
2 And frankly you should be a little ashamed of yourself. Slap yourself on the wrist. Go ahead…
3 But it always feels better when mom does it. She kisses it and makes everything feel better. What? I’m secure enough to love my mom. Deal with it.
4 As is bookkeeping, playing piano, baseball, etc. You get the point. Just because you can do it doesn’t mean you can “do it do it.”
5 You will get fined very severely buy the state and after months of legal battles you find out that have to build the whole thing over again at your own expense, which ends up costing way more than doing it right the first time. Plus, it’s a whole PR nightmare, not to mention what the bank is going to say, when you go for another loan.
6 And you won’t have cheesy lines like this one in your copy. I mean, come on.

The trouble is, that in my field of Digital Marketing, there are so few people that know what I do – including my own family. To be fair to them, I find myself explaining the finer details of Digital Marketing to 95% of the actual brand directors out there too. But that’s for another blog entry.

Email me at ah@thehorncorp.com if you want to hear the finer details for yourself.

And my family does know a few things. For example, they know that I worked with Bob Costas at NBC and that I have won Emmy Awards. However, in conversation, they tend to approach my work in a wide, sweeping arc, hoping to grope around in the dark for the light switch. I’ve told them many times, I have a company that works on finding intelligent ways for brands to use their advertising budgets with new forms of digital content for the web, mobile phones and even the social medias. Blank stares. Part of the problem is that my wife is a Family Doctor, so people will typically assume a greater comfort level in predicting her daily grind.

Occasionally, I will get someone who THINKS they know. When I still worked at NBC Sports they might try to look smart by asking, “Why didn’t I see you singing by the Rockefeller Center Christmas Tree in the commercial?” My response, “No Aunt Lucy, that is the local news station WNBC. I work at NBC Sports.” The next week, “Is Katie Couric a real witch? That Matt Lauer looks like a real nice man.” My response, “A) Again, that’s news and B) From what I hear, Katie is very difficult. Although who am I to say for sure given that I don’t work with her?”

Then, once in a blue moon, someone hits one on the head. In August, The Horn Corp produced and streamed the Global Finals for the World of WarCraft tournament at BlizzCon. The game is played by over 11 million fans worldwide, including Vin Diesel and Jimmy Fallon. It is also set to be made into a blockbuster film by Spiderman Director Sam Raimi, but this weekend I got a call from my mother-in-law teacher who giddily reported that several kids in her class had heard of World of WarCraft. Bing bing bing bing. It was as if she had just won both showcases on “The Price is Right” and to me it was a big deal too because in the “business” of family affirmation, the rule is take it when THEY get it…

It really bothers me when I hear people talk about “uniques” in regards to online viewership and the strong emphasis they put on it.

I mean let’s be honest.  If 1 Million unique viewers saw your YouTube video, that’s great, but what did they do next?

What I mean is that great viral content becomes that way because someone shares it with a friend, a colleague or a family member. It’s not just a “one-and-done” video that is closed immediately after watching and sends to the video graveyard, but rather a communal piece of comedy, art, entertainment, news, etc.

A couple things to ponder:

1. Uniques are often times just sexy numbers with no substance. The real meat and potatoes is in what happens next. What is the conversion on views and subsequent file shares?
2. Activate users by giving them reason to share and making it easy for them to do so. Command their loyalty by giving them a reason to come back for more.

Quote of the Day: Lester Wunderman

“Your share of loyal customers, not your share of market, creates profits. Spend more on the good customers you have.

Check out this PDF by Wunderman. It’s amazing that this guy had these insights back in 1979 which still ring true today.

That’s right, I just gave another Agency The Horn Corp “bump.”

Adam Perlis
The Horn Corp
Manager of Digital Production / Strategy
Adam.Perlis@thehorncorp.com

There are those who decide to go to the beach or park everyday to work on their tans, and then there are those who sit at home and send out hundreds of resumes a day.

At The Horn Corp, a traditional and digital marketing agency, based in the fashionable district of SoHo, New York City, a group of talent get together on a daily basis in what we like to think of as a ThinkTank.

We are from all types of backgrounds… Traditional marketing, digital marketing, former NBC producers, graphic designers, social media experts, new business developers and more.

On a typical day, you can find each of us with our laptops sharing a space and coming up with ideas to pitch to companies.

If you are out of work and have a passion to do something besides sitting on your couch, feel free to contact us at interactive@thehorncorp.com, by following us on Twitter @thehorncorp or by calling 646-312-7475.

We are always on the lookout for new talent.

Twitter is going to redesigning their homepage in the attempt to gain more users.  Is this really going to work?

So far, millions of people have signed-up for Twitter and have been using it based on the original concept of how basic it is.  It is obviously working.

The folks at Twitter think the redesign will help people gain a better understanding of their service and how it can be used in a better way to connect socially.  I personally agree that by giving potential users (and those of us who signed up for Twitter on the day it launched 3 years ago) more information right up front, they will be more inclined to network.

How has Twitter made you more social?  Are you interested in expanding your knowledge of social media with a New York City ThinkTank that has been featured on the likes of NPR and CNN?

Drop us a line at interactive@thehorncorp.com, by following us on Twitter @thehorncorp or by calling 646-312-7475.

You can also follow me directly on Twitter @Gary360.

You can see it.  It’s right there.  But can you get to it?  That’s what businesses are wondering about their customers.

Without using the right tools and the right technology, those who you want to target are going to be harder to get at.  That’s why social media platforms are so necessary.  They are inexpensive, but powerful ways to get people BUZZING about you.

Just because you have thousands-upon-thousands of followers, doesn’t mean you have customers.  You need to build a relationship with them.  Make them feel special.

We, at The Horn Corp have come up with an innovative Think Tank which allows all types of creative people to join in on a discussion on how to make businesses prosper by increasing their Social Velocity over traditional advertising means.

Let’s hear what you have to say.  You can reach us at interactive@thehorncorp.com or by calling 646-312-7475

Every company is trying to create BUZZ.  But how do you get your name into the daily lexicon?

Remember, without customer loyalty, you will fall to the bottom at a very quick rate.  Companies need to learn how engage their customers and keep an open communication with them.  Few are able to do that.

Social media platforms are here to stay and are growing at a stronger rate on a daily basis.

Let The Horn Corp work with you to build a platform that will take your company to the next level.

You can reach us at interactive@thehorncorp.com or by calling 646-312-7475

Ok, I’ll admit it, the country put up a royal goose egg in the first quarter of 2009. While we could get into the various reasons and various excuses, I think it’s more important to look at what to do next, not just as Americans but as Marketing leaders. While Obama has repeatedly appealed to individuals – open doors for other etc – I happen to think he needs to be appealing to the Marketers to help the slumping brands of the world. Before you send me an angry email, I happen to believe that helping the guy next door is also very important. In fact, since the recession began, my company has instituted an open door policy for industry pros who have been displaced by circumstance. It has been a wonderful experience but believe it or not as Marketers we may be able to do even more.

I’ve talked with a bevy of big and small brands alike since the recession really sunk in its teeth and never have I seen so many wheels spinning so helplessly. I find myself slack jawed at the bipolar and betwixing mix of guarded approach and the continuation of irresponsible spending. Much like creative quicksand, the downward trend of the country’s collective psyche seems to have created a serious slump on creative business. Whether or not you want to place fault, it’s time to break the evil cycle and that’s where you come in.

For the rest of this article I am going to assume that you have clients that are either resistant to change or you have been biding your time waiting for the right moment to spring some new options. The first step is to understand that they are still scared. Understand that they still feel like their jobs are on the line.  In order to crack the glass ceiling, you’re going to have to be patient, both with them and yourself.  That’s right, be the BFF. The more you can become part of their actual culture, the more you’ll become part of the family and get a seat at the table. Once you’re at the table, sit with them and just listen. Every time you feel like saying something, stop and just listen some more. When they are done expunging their worst pains, fears and frustrations let them know that you get it and are going to get them going again.

There’s a cute saying that I’ve heard quoted often in the past few months. “No one is fired for placing banner ads on NYTimes.com.” While I must admit that I find this somewhat amusing, I think it is indicative of the brains behind the brand losing their way. As a strong proponent of digital Marketing, I obviously would love to see you recommending digital tools. If you are considering such direction, have them start off slow. All they’ll need to give up is one, yes one, print or billboard ad to see what that buys with digital. I personally don’t think it’s asking the world since digital is really the fabric of a campaign. While print and on-air can be targeted and effective, digital is inexpensive, flexible, changeable, breathable, sociable. It especially makes sense when you can provide proof of success within individual, targeted metrics. This article is not meant to be an infomercial for digital marketing but I do think that there is a huge link between doing digital, doing it well, and many brands doing better overall.

So sure, do what you can for your neighbor. It will surely help. But also start doing all you can for the brand next door. Start by taking a new approach, either in the type of marketing ideas you offer or the strategy you employ to get them across. You don’t have to be on retainer to be part of the family. Start by listening, then give it to them straight. If you gain their trust, they will eventually see it your way. And if they really don’t, do you want to work with them anyway? Bottom line, become the brand’s BFF…

Of course, in this year of extremes, the highest of highs would quickly become bedfellows with the lowest of lows. Lightning would strike the world’s economic system putting a halt to nearly every budget across the globe, forcing many of this generation’s best minds to the unemployment lines.  

So what does it mean to a media company like mine who fielded the unspoken worries echoed across every sector since the summer of 2007? Well, it means we’re definitely more fortunate than most, positioning ourselves for the future. But no one is immune. Everyone will have to take one step down on the rung of their respective ladders. If you are Pepsi, you walk away from BBDO in favor of the next biggest fish in the media sea. If you are a broadcast or cable network, you will question whether or not you need a traditional agency to manage your media at all. And this will continue to happen as every budget is re-examined.

The one thing that honestly surprises me, in this year of hope and amazing progress, is that many seem to be ignoring the promise echoed on November 4th. It was clearly stated that times will be tough. They will undoubtedly get tougher still. But to fulfill that promise we must collectively get our heads out of the sand and get back to doing what we do. And not since FDR have we been asked to collectively pitch in like we are being asked now. 

For me business has always been about working hard and turning in the right direction to open the next door of opportunity. Now for the first time in my life we are literally being asked to open the old fashioned door that’s been there all along to the people out there in need. At The Horn Corp we are doing just that. Since the recession began, we have instituted an open door policy for anyone who has been displaced by circumstance. Those seeking the next big challenge, a place to be creative or just a chair. And never before in my life have I seen a group so talented and hungry to find “it.” This new type of community is one that I hope will catch on in other circles around the country and world.  

2009 promises to be another year of change. Most likely another year of extremes. But mark my words, budgets will return in 2009 and just like any other time in history work will get done. But before we get back to the hustle, I would ask you to look around for some doors to open for others. Look around and take some small steps in the right direction. It may be just what is needed to collectively start looking ahead… to start leading again… and dreaming again… and working again.

Happy Holidays,
Ariel Horn
CEO / Executive Director
The Horn Corp.
ah@thehorncorp.com