{"id":29161,"date":"2012-03-31T05:28:04","date_gmt":"2012-03-31T04:28:04","guid":{"rendered":"http:\/\/alienbabeltech.com\/main\/?p=29161"},"modified":"2012-03-31T13:49:51","modified_gmt":"2012-03-31T12:49:51","slug":"strategic-handlers-are-useless-in-the-here-and-now-viral-environment","status":"publish","type":"post","link":"http:\/\/alienbabeltech.com\/main\/strategic-handlers-are-useless-in-the-here-and-now-viral-environment\/","title":{"rendered":"Strategic Handlers are Useless in the Here-and-Now, Viral Environment"},"content":{"rendered":"<p style=\"text-align: left;\"><script type=\"text\/javascript\">\/\/ <![CDATA[\n                                                google_ad_client = \"pub-7021221536180758\"; \/* 468x60, created 11\/11\/09 *\/ google_ad_slot = \"1949837292\"; google_ad_width = 468; google_ad_height = 60;\n\/\/ ]]><\/script><script type=\"text\/javascript\" src=\"http:\/\/pagead2.googlesyndication.com\/pagead\/show_ads.js\"><\/script><\/p>\n<blockquote>\n<h6><span style=\"color: #00ccff;\">The following is by G. A . &#8220;Andy&#8221; Marken, President of <a href=\"http:\/\/www.markencom.com\/index.htm\" onclick=\"_gaq.push(['_trackEvent', 'outbound-article', 'http:\/\/www.markencom.com\/index.htm', 'Marken Communications']);\" ><span style=\"color: #00ccff;\">Marken Communications<\/span><\/a><span style=\"color: #00ccff;\"> Inc. He has kindly given us permission to republish his thought-provoking article. As with everything that we publish at AlienBabelTech, the opinions expressed are solely those of the individual writer and do not necessarily reflect the views and the <strong>opinions of the rest of the ABT staff.<\/strong><\/span><\/span><strong><span style=\"color: #00ccff;\"><span style=\"color: #00ccff;\"> \u2013Mark Poppin,<\/span> <span style=\"color: #00ccff;\">ABT Senior Editor<\/span><\/span><\/strong><\/h6>\n<\/blockquote>\n<h3 style=\"text-align: center;\"><strong>Publicist Herders<\/strong><\/h3>\n<p><strong>\u00a0<a href=\"http:\/\/i1.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2012\/03\/Untitled-120.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-29163\" title=\"Untitled-1\" src=\"http:\/\/i1.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2012\/03\/Untitled-120.jpg?resize=425%2C284\" alt=\"\" srcset=\"http:\/\/i1.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2012\/03\/Untitled-120.jpg?resize=425%2C284 425w, http:\/\/alienbabeltech.com\/main\/wp-content\/uploads\/2012\/03\/Untitled-120-300x200.jpg 300w\" sizes=\"auto, (max-width: 425px) 100vw, 425px\" data-recalc-dims=\"1\" \/><\/a><\/strong>We sat on the patio of an industry analyst friend\u2019s home watching the sun set beyond the Golden Gate, talking about the difficulty of launching a company\/product, getting them understood\/accepted, helping them prepare for the next great breakthrough.<\/p>\n<p>He said that a marketer\/publicist couldn\u2019t be strategic, couldn\u2019t handle anything unless he\/she understood what was going on well out at sea and could deal with the immediate sea conditions he\/she was in.<\/p>\n<p><em>\u201cThe here-and-now issues\/questions\/problems are the ones that separate these people from pros,\u201d<\/em> he commented.<em>\u00a0 \u201cIf you can\u2019t handle them, don\u2019t leave shore.\u201d<\/em><\/p>\n<p>His disdain was a <strong><em>\u201clittle\u201d<\/em><\/strong> apparent.\u00a0 He listed their shortcomings:<\/p>\n<p>&#8211;\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 He calls them handlers, gatekeepers who attempt to block access, control\/manage meetings, escorting managers and media<\/p>\n<p>&#8211;\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 The handler barely contributes to a discussion of the technology, the applications, the future direction, has no clue as to the market\/competition<\/p>\n<p>&#8211;\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 He recalled once asking about a product\u2019s return rate.\u00a0 The individual looked him straight in the face and said almost nonexistent.\u00a0 A senior executive later said returns were running about 10%, which was pretty apparent skimming the user forums, tweets, social media posts, blogs.\u00a0 <em>\u201cThe little b***** knew it existed \u2013 or should have known \u2013 and he lied straight to my face.\u00a0 10% is not nonexistent!\u201d<\/em> he said<\/p>\n<p style=\"padding-left: 30px;\">&#8211;\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 He has asked these people about the company\u2019s position on current industry standards and the individual didn\u2019t know about any standards, company\u2019s involvement, dropped it there<\/p>\n<p style=\"padding-left: 30px;\">&#8211;\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 He has asked:<\/p>\n<ul style=\"padding-left: 30px;\">\n<li>for a comparison of their products with competitive announcements getting nothing &#8212; <strong><em>blank stare<\/em><\/strong><\/li>\n<li>about market share \u2013 <strong><em>Aaahhh<\/em><\/strong><\/li>\n<li style=\"padding-left: 30px;\">most common customer issues were \u2013 <strong><em>huh!!<\/em><\/strong><\/li>\n<\/ul>\n<p style=\"padding-left: 30px;\">Watching the sun edge toward the <em>Farallon<\/em> Islands 26 miles beyond the Golden Gate, he noted that in addition to not being able to (or not interested in) handling the issues in front of them, handlers are less than prepared for changes such as:<\/p>\n<p style=\"padding-left: 60px;\">&#8211;\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 One billion new middle-class consumers entering the global economy from emerging markets<\/p>\n<p style=\"padding-left: 60px;\">&#8211;\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Cloud computing bringing an end to the brick-and-mortar office<\/p>\n<p style=\"padding-left: 60px;\">&#8211;\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Demographic, social, economic, technology shifts<\/p>\n<p style=\"padding-left: 60px;\">&#8211;\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 The blurring of age, culture, gender lines of influence<\/p>\n<p style=\"padding-left: 60px;\">&#8211;\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Relating, working with the nontraditional Web influencers people turn to for purchasing information\/assistance who reside<\/p>\n<p style=\"padding-left: 30px;\"><strong>Rapid Change<\/strong><\/p>\n<p style=\"padding-left: 30px;\">Today\u2019s business\/marketing strategies, market dynamics change at the speed of light.<\/p>\n<p style=\"padding-left: 30px;\">Competitors, partners and customers have instant access to \u201cyour\u201d information.<\/p>\n<p style=\"padding-left: 30px;\">Seasoned marketing, communications types have that information or know where to get it instantly.<\/p>\n<p style=\"padding-left: 30px;\">Tablets, smartphone apps, private clouds are just a few of the technologies that have moved to the peak of inflated expectations on Gartner\u2019s Hype Cycle of Emerging Technologies.<span style=\"text-align: center;\">\u00a0<\/span><\/p>\n<p style=\"text-align: center; padding-left: 30px;\"><a href=\"http:\/\/i2.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2012\/03\/Untitled-216.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter  wp-image-29164\" title=\"Untitled-2\" src=\"http:\/\/i2.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2012\/03\/Untitled-216.jpg?resize=502%2C344\" alt=\"\" srcset=\"http:\/\/i2.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2012\/03\/Untitled-216.jpg?resize=502%2C344 628w, http:\/\/alienbabeltech.com\/main\/wp-content\/uploads\/2012\/03\/Untitled-216-300x205.jpg 300w\" sizes=\"auto, (max-width: 502px) 100vw, 502px\" data-recalc-dims=\"1\" \/><\/a><\/p>\n<p style=\"padding-left: 30px;\">Do you know where your products are on the hype cycle?<\/p>\n<p style=\"padding-left: 30px;\">If people can\u2019t or won\u2019t bother to determine how they can place themselves on equal ground with management and the customer, what value do they provide?<\/p>\n<p style=\"padding-left: 30px;\">Putting together a news release, blogging, tweeting, Facebooking when told to do so; setting up an editor\/analyst meeting don\u2019t earn anyone a place at the management table.<\/p>\n<p style=\"padding-left: 30px;\">Today\u2019s marketing\/communications people have to be comfortable with soft issues, rather than hard facts.<\/p>\n<p style=\"padding-left: 30px;\">They have to be uncomfortable with their ability to control\/shape news, opinions, issues.<\/p>\n<p style=\"padding-left: 30px;\">They have to be able to read, interpret, synthesize market changes and be an influence, contributor in every aspect of the company&#8211;particularly the bottom-line.<\/p>\n<p style=\"padding-left: 30px;\">It is a rich opportunity for people to demonstrate and prove their strategic, tactical value because professionals are uniquely qualified to handle the uncertainties, the opportunities.<\/p>\n<p style=\"padding-left: 30px;\">Despite what many blogging, Web, Twitting advocates might claim, media people (print, radio, TV) continue to be the trusted source of information for consumers.<\/p>\n<p style=\"padding-left: 30px;\">Research firms like Pew Research Center and online influentials like Adrianna Huffington note that solid journalists and standard fare media will continue to be the mainstream source of information for middle income citizens around the globe.<\/p>\n<p style=\"padding-left: 30px;\">The Internet has opened a dizzying array of new, exciting placement opportunities.\u00a0\u00a0 But for validation, mainstream people still rely on traditional news\/information\/fact sources.<\/p>\n<p style=\"padding-left: 30px;\"><strong>At Your Own Risk<\/strong><\/p>\n<p style=\"padding-left: 30px;\">Firms can ignore or usurp them at their own peril.<\/p>\n<p style=\"padding-left: 30px;\">At the same time, well-founded pros have a unique opportunity to deliver results in the new soft facts arena of viral marketing communications.<\/p>\n<p style=\"padding-left: 30px;\">Viral marketing isn\u2019t new, but word-of-mouth has gained traction because of the broad, deep and instant reach Internet vehicles deliver.<\/p>\n<p style=\"padding-left: 30px;\"><a href=\"http:\/\/i2.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2012\/03\/Untitled-311.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-29165\" title=\"Untitled-3\" src=\"http:\/\/i2.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2012\/03\/Untitled-311.jpg?resize=389%2C342\" alt=\"\" srcset=\"http:\/\/i2.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2012\/03\/Untitled-311.jpg?resize=389%2C342 389w, http:\/\/alienbabeltech.com\/main\/wp-content\/uploads\/2012\/03\/Untitled-311-300x263.jpg 300w\" sizes=\"auto, (max-width: 389px) 100vw, 389px\" data-recalc-dims=\"1\" \/><\/a><\/p>\n<p style=\"padding-left: 30px;\">General and industry\/application sites have shown they can shape consumer opinion almost instantly.<\/p>\n<p style=\"padding-left: 30px;\">Blogs have grown in terms of their quality and influence.<\/p>\n<p style=\"padding-left: 30px;\">Social community locations such as YouTube, Facebook, Pinterest have become important places to monitor and be seen.<\/p>\n<p style=\"padding-left: 30px;\"><strong>A World Gone Video<\/strong><\/p>\n<p style=\"padding-left: 30px;\">Viral consumer how-to, application, educational and helpful hints videos \u2013 rather than hard sell pieces \u2013 don\u2019t simply attract viewers; they spread the news, information.<\/p>\n<p style=\"padding-left: 30px;\"><a href=\"http:\/\/i2.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2012\/03\/Untitled-49.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-29166\" title=\"Untitled-4\" src=\"http:\/\/i2.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2012\/03\/Untitled-49.jpg?resize=286%2C376\" alt=\"\" srcset=\"http:\/\/i2.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2012\/03\/Untitled-49.jpg?resize=286%2C376 286w, http:\/\/alienbabeltech.com\/main\/wp-content\/uploads\/2012\/03\/Untitled-49-228x300.jpg 228w\" sizes=\"auto, (max-width: 286px) 100vw, 286px\" data-recalc-dims=\"1\" \/><\/a><\/p>\n<p style=\"padding-left: 30px;\">Audio and video podcasts still have reach and still provide narrow segments, special interest groups with tangible results\u2026positive and negative.<\/p>\n<p style=\"padding-left: 30px;\"><strong>Killed Prematurely<\/strong><\/p>\n<p style=\"padding-left: 30px;\">Most viral messaging fails or perhaps it would be better to say management says it isn\u2019t worth the time, money, effort because:<\/p>\n<p style=\"padding-left: 60px;\">&#8211;\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 the informational\/educational\/entertainment value is squeezed out or killed because someone dictates that it has to have a product message\u2026and a very strong product message<\/p>\n<p style=\"padding-left: 60px;\">&#8211;\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 it lacks pass-along potential \u2013 news\/information has to have that magical something that makes people bring the message to the attention of friends, family or colleagues<\/p>\n<p style=\"padding-left: 60px;\">&#8211;\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 information is presented from the company\u2019s viewpoint rather than the viewer\u2019s, listener\u2019s desire to learn something or solve a problem<\/p>\n<p style=\"padding-left: 60px;\">&#8211;\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 the content simply is not optimized for search engines (search engine optimized \u2013 SEO)<\/p>\n<p style=\"padding-left: 60px;\">&#8211;\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 management \u00a0is \u201csold\u201d to believe there will be instant gratification, instant results even as the \u201cnews\u201d is being spread word-of-mouth, word-of-click around the globe<\/p>\n<p style=\"padding-left: 60px;\">&#8211;\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 viral audio\/video campaigns fall short by either being as polished as TV ads or as long and laborious as advertorial shows (anything over three minutes is lost).\u00a0 Some of the most effective efforts have been done in an amateurish manner<\/p>\n<p style=\"padding-left: 30px;\">Blogs, podcasts and web locations have become regular destinations for hundreds of thousands of people who want to learn more about a specific subject or product category.<\/p>\n<p style=\"padding-left: 30px;\">Few can be allthingsd, engadget, toms, readwriteweb, alienbabeltech, arstechnica, bizymoms, bestsideofnews, DigitalMediaNet or any of the thousands of destinations.<\/p>\n<p style=\"padding-left: 30px;\">They aren\u2019t \u201cmass media,\u201d but they can have mass impact on your products, your company, your future.<\/p>\n<p style=\"padding-left: 30px;\"><strong>Value of Words<\/strong><\/p>\n<p style=\"padding-left: 30px;\">What is the value of a few positive words in our analyst friend\u2019s column or a passing mention when he\u2019s being interviewed?<\/p>\n<p style=\"padding-left: 30px;\">The WOM audience for reliable information continues to increase.<\/p>\n<p style=\"padding-left: 30px;\"><a href=\"http:\/\/i2.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2012\/03\/Untitled-58.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-29167\" title=\"Untitled-5\" src=\"http:\/\/i2.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2012\/03\/Untitled-58.jpg?resize=377%2C236\" alt=\"\" srcset=\"http:\/\/i2.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2012\/03\/Untitled-58.jpg?resize=377%2C236 377w, http:\/\/alienbabeltech.com\/main\/wp-content\/uploads\/2012\/03\/Untitled-58-300x187.jpg 300w\" sizes=\"auto, (max-width: 377px) 100vw, 377px\" data-recalc-dims=\"1\" \/><\/a><\/p>\n<p style=\"padding-left: 30px;\">These folks can become your best friend, worst enemy or both.<\/p>\n<p style=\"padding-left: 30px;\">They don\u2019t respond to\/tolerate publicists, handlers.<\/p>\n<p style=\"padding-left: 30px;\">They know their category thoroughly.<\/p>\n<p style=\"padding-left: 30px;\">They expect \u201csources\u201d to have a similar depth of knowledge\/expertise, a sense of urgency.<\/p>\n<p style=\"padding-left: 30px;\">Handlers who can\u2019t take the time, effort or energy to understand these people, their expertise, their passion and their connections; can quickly find themselves on the wrong end of the word of mouth influence.<\/p>\n<p style=\"padding-left: 30px;\">The only strategic part of job is the commitment to deal with them professionally, accurately and rapidly.<\/p>\n<p style=\"padding-left: 30px;\">Doing it is tactical.<\/p>\n<p style=\"padding-left: 30px;\">The professional activities that keep marketing, PR pros at the table are the ability to track short-\/ long-term trends, quickly change direction and be comfortable with the new goals, demands.<\/p>\n<p style=\"padding-left: 30px;\">As the sun set and we looked down the hill and saw what can happen to marketing\/publicity handlers in the new environment\u2026<strong><em>road kill!<\/em><\/strong><\/p>\n<p style=\"padding-left: 30px;\"><a href=\"http:\/\/i1.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2012\/03\/Untitled-67.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-29168\" title=\"Untitled-6\" src=\"http:\/\/i1.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2012\/03\/Untitled-67.jpg?resize=256%2C268\" alt=\"\" data-recalc-dims=\"1\" \/><\/a><\/p>\n<p style=\"padding-left: 30px;\" align=\"center\"># # #<\/p>\n<p style=\"padding-left: 30px;\"><strong>by: G.A. &#8220;Andy&#8221; Marken<\/strong><\/p>\n<p style=\"padding-left: 30px;\"><strong> President<\/strong><\/p>\n<p style=\"padding-left: 30px;\"><strong> Marken Communications Inc.<\/strong><\/p>\n<p style=\"padding-left: 30px;\"><strong> <a href=\"mailto:Andy@markencom.com\">Andy@markencom.com<\/a><\/strong><\/p>\n<blockquote style=\"padding-left: 30px;\"><p>Please join us in our <a href=\"http:\/\/alienbabeltech.com\/abt\/index.php\" target=\"_blank\">Forums<\/a><\/p>\n<p>Become a Fan on <a href=\"http:\/\/www.facebook.com\/pages\/AlienBabelTech\/123268467142\" onclick=\"_gaq.push(['_trackEvent', 'outbound-article', 'http:\/\/www.facebook.com\/pages\/AlienBabelTech\/123268467142', 'Facebook']);\" target=\"_blank\">Facebook<\/a><\/p>\n<p>Follow us on <a href=\"http:\/\/twitter.com\/alienbabeltech\" onclick=\"_gaq.push(['_trackEvent', 'outbound-article', 'http:\/\/twitter.com\/alienbabeltech', 'Twitter']);\" target=\"_blank\">Twitter<\/a><\/p>\n<p>For the latest updates from ABT, please <a href=\"http:\/\/alienbabeltech.com\/main\/?feed=rss2\" target=\"_blank\">join our RSS News Feed<\/a><\/p>\n<p>Join our Distributed Computing teams<\/p>\n<ul>\n<li>Folding@Home &#8211; 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A . &#8220;Andy&#8221; Marken, President of Marken Communications Inc. He has kindly given us permission to republish his thought-provoking article. As with everything that we publish at AlienBabelTech, the&#46;&#46;&#46;<\/p>\n","protected":false},"author":396,"featured_media":29168,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2533],"tags":[4443,3943,1561,3861,4586],"class_list":["post-29161","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-abt-news","tag-hype-cycle","tag-social-media","tag-video","tag-viral-marketing","tag-word-of-mouth"],"_links":{"self":[{"href":"http:\/\/alienbabeltech.com\/main\/wp-json\/wp\/v2\/posts\/29161","targetHints":{"allow":["GET"]}}],"collection":[{"href":"http:\/\/alienbabeltech.com\/main\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/alienbabeltech.com\/main\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/alienbabeltech.com\/main\/wp-json\/wp\/v2\/users\/396"}],"replies":[{"embeddable":true,"href":"http:\/\/alienbabeltech.com\/main\/wp-json\/wp\/v2\/comments?post=29161"}],"version-history":[{"count":0,"href":"http:\/\/alienbabeltech.com\/main\/wp-json\/wp\/v2\/posts\/29161\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"http:\/\/alienbabeltech.com\/main\/wp-json\/wp\/v2\/media\/29168"}],"wp:attachment":[{"href":"http:\/\/alienbabeltech.com\/main\/wp-json\/wp\/v2\/media?parent=29161"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/alienbabeltech.com\/main\/wp-json\/wp\/v2\/categories?post=29161"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/alienbabeltech.com\/main\/wp-json\/wp\/v2\/tags?post=29161"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}