Posts Tagged ‘marketing’

I don’t wait in line. I’ll either try something out before it’s super big, find a way onto the VIP list or wait until the hype has died down. Let me rephrase. I don’t wait in big lines.

And yet, as soon as there’s a lineup, people will join it. They’ll wait in line for hyped products, for new releases, for rides, for food trucks, or sometimes even for something unknown. Is it a North American thing? Or a human thing? I’m not sure. But… the fact remains, all you need is a lineup.

The proof is in the pudding with the virtual lineup Mailbox has created. “Put email in its place,” the tagline touts. A redesigned inbox promising to make the ever elusive Inbox 0 goal an attainable, sustainable reality. I first heard about it on Instagram when one of my fellow grammers posted her wait time. “What is that?” I wondered. I followed the link, downloaded the app and set my clock to wait. Then… I posted my wait time. “What is that?” a few of my friends wondered. I was waiting in line and posting about it. It must be important. Next thing I know, they’re waiting in line with me. We don’t even know if what we’re waiting for is as impressive as it promises to be.


Now, the lineup’s still growing, and I’m 143,214 people away from my new inbox. It sounds silly, but every few days I check in to see how quickly the “lineup” is moving. I want that inbox dammit!

And… my friends are doing the same! And I’m so totally jealous of those much farther in front me.

See? Lineup. All you need is a lineup.


Albertan companies find new and creative ways to incorporate digital media. Whether creating efficiencies by streamlining communication and operations, connecting markets, or cooking up campaigns to communicate with consumers, we’re doing it. And many of us are doing it well.

If you, or one of your friends, colleagues, family members, or random project you heard about last week have made an impact on your industry because of your use of technology, you’ll want to check out the Digital Alberta Awards.


  • Best in Social Media
  • Mobile Innovation
  • Best Digital Design
  • Best in Cross-Platform Content
  • Best In Financial Services
  • Best Social Impact
  • B2C Innovation
  • B2B Innovation
  • Best Digital Startup
  • Best in E-learning
  • Best in Gaming
  • Government 2.0
  • Best Use of Film, Animation or
    Special FX
  • Best Combined Hardware &
    Software Experience
  • Best Digital Advertising/Marketing
    or Design Agency
  • Student Digital Award

Deadline for submission: May 6th

Questions? Contact

Hire professionals who are social media savvy.  The gold in using social tools doesn’t come from one person in marketing or communications running your Facebook page and your Twitter account, it comes from the people within your company who are able to build on and leverage the knowledge and relationships in their own networks and in their own fields.  

Killer Whale jumping

Image by milan.boers via Flickr


Make social media a desirable skill for people to have on their resume, not a position to be filled. One person is not going to get very far.  Influence and the web are built on incremental transactions.  Imagine how much splash your entire organization (or even a handful of them that are interested in doing so) can make in comparison to one or two people trying to keep things afloat.  

If you are going to hire a social media professional, hire them with the goal of teaching and inspiring the rest of the organization on potential uses of social tools in their specific day-to-day operations.  Otherwise, hire those who network well online, have a desire to continue doing so, and enable them to bring this skill into full play.  With the experts in each department tending to their own knowledge base, imagine how much farther your company reach will be then.  

I just saw (and in fact retweeted because it made me think) a tweet from @shanegibson that Twitter is the marketing tool of choice for Fortune 500 companies.  Is that true?  I don’t know, but I could see it being a true statement.

So, if Twitter is the marketing tool of choice, what happens when people know that it’s the marketing tool of choice?  What are they going to do?  Continue to flock to Twitter?  I think they’ll avoid Twitter, it’s noisy enough as it is for the average person, now we’re throwing in marketing and ads?  I don’t think so.

Which brings me to an old lesson which apparently some new folks haven’t learnt yet.  IT’S NOT A MARKETING TOOL.  It’s a relationship tool.  If I’m having a bad experience with my product from ABC company and I tweet about it, I don’t want to be marketed or sold to.  I want ABC company to fix my problem or leave me alone.  If I’m looking for recommendations on a product, I’m way less likely to listen to you telling me about your promotion than if you genuinely want to help me find what is going to suit me.

So really, is Twitter, or any social media site for that matter, a marketer’s dream tool?  Sure for now.  But what about as the consumer continues to find more ways to avoid your promotional crap?  What will you do then?  Find another new media to conform to your old habits?  Dare I bring it up again…?  Perhaps instead of trying to sell me something, you can have something useful to say to me.  At the end of the conversation, if your product isn’t the best fit for my needs, but you know the competitor’s product is, I’m going to appreciate that piece of information so much more… and most likely remember you the next time somebody is asking me about who to check out for the product you sell.  Anytime I’ve had that experience in a retail store, I’ve routinely gone back to that store for other things.  Think about that side of social media.  Being helpful, actually paying attention to what a customer needs… finding the win/win rather than the ‘I just want to sell you stuff even if it’s not quite what you need’.