Why Subscription Services Really Matter: A Big Picture Perspective

A trend that has been growing is the online subscription service. From Basecamp for project management to Spotify (and others like Pandora and Rdio) for music and Adobe on the professional end for their tools, subscription offerings are taking hold. 

But there’s a bigger play afoot. One that is representative of the economic forces we contend with in this day and age.

Accepting the reality that credit as we know it will be harder to come by – possibly for decades to come (due to the economic reset of the past few years – see “The Great Reset” by Richard Florida [affiliate link]), the idea that people can loan money to start their businesses or ideas is becoming less and less of a possibility. Traditional sources of leverage such as the home are out of the picture, as many are underwater in this country. And sure, there are healthy venture capital-funded industries and areas of the nation.. but what about the rest of us?

Throw into the mix the reality that the idea of having a “regular job” is disappearing (most I know who are making it are sewing together 2, 3, or more income streams).. and what is a person to do? What if you need tools? What if you need support?

So here comes the subscription service as an outgrowth of the new economy. Why loan money to get software packages that cost $2,500 or more – when you can pay for it yourself for $85 or $129 per month? If it’s your livelihood, after all, it’s a small price to pay to be able to work. The barriers to entry are again lowered for people to be self-employed. 

Why buy thousands of dollars of music and have an incomplete collection.. when you can have the world of music at your fingertips for as little as $4.99 a month? That’s around $60 a year – where some reports say people spend between $75-$120 per year and can’t dream to have a complete collection for that price.

Why purchase an office productivity suite for hundreds of dollars up front.. when Microsoft 365 is offering what almost everyone needs at a paltry $6 per month – and Google is doing most of that for free?

Sure, this isn’t a perfect situation. If you don’t pay the subscription, you’re out of luck. And this doesn’t even touch the argument of “is it right that workers are having to become self employed?”

But if there’s anything I’ve learned it’s that sometimes you can complain about it, but that doesn’t put food on the table. What does make it happen is accepting the reality on the ground. One may not like it, but it’s how things are and you have to operate within that construct (and if you believe strongly enough about it, work simultaneously to change it). 

So instead of needing thousands upon thousands of dollars to start on your own, for many careers, you can be self employed for very little start up capital. Because markets do innovate, and thanks to the subscription service, now more than ever, your potential success can be your hands – if you’re willing to embrace it.

5.5 Things Umpiring Teaches You About Life and Social Media

“Your assignment is ready, if you want it, in a week.”

That was over a decade ago, when my life hit a crossroads. I could either take a job in a TV newsroom in the director track, or an assignment was waiting for me to become a professional umpire.

Although I chose the media track, with twists and turns, there are indelible lessons that being behind the plate taught me that also make me look at life and my work a little different than everyone else at times.

1) Do it 100%. And with confidence.

When you’re umpiring, like in life, people will constantly question your calls, even if the instant replay says you’re right. Why? They have their own agendas, and many times, criticism isn’t about you but their situation. That’s why it’s also important to “sell” the call. That doesn’t mean overdo it; it means go up, make your call, and stick behind it. Own it. It’s your call, because if you don’t, the whole ballpark will rain down on you.

2) It’s not about you. It’s about the game and everyone else.

A good or great umpire you never hear about. Umpires are, and maybe it’s my biased opinion, intrinsic to the game of baseball. Their calls keep the game moving; their pacing can make the game more fun. But if you’re talked about too much, you’re taking away from the game. That’s a humbling lesson a lot could learn in social media. In this era of “personal brands,” I so often see the “me me me” show across the blogosphere – and the people who are really making it? Actually cashing a paycheck for doing the work instead of the scheme of “here’s my kit to learn how to make zillions in social media?”

You don’t always hear about them. They may not have 25,000 Twitter followers. And if they are really active? They’re lifting others up, unselfishly.

That’s because they’re not always in front. The people who need to know who they are know them. And frankly, over the years, I’ve found companies that actually spend money usually prefer it that way. Much like in baseball, your name is on the lineup card, but if the broadcasters are talking about you after the opening lineup is read, you’ve done something wrong. They need to be talking about the game and the work of the players.

Wanna combat me with the “well such and such athlete has a sponsorship deal..?” Let’s get real. That’s maybe a couple hundred people. Unless you make millions of dollars to throw a football or a shoot a basketball, those rules do not apply to you.

3) Be consistent.

It’s said you can call any strike zone you want, as long as it’s in the same place all game. And that’s how you should be. Deliver, deliver, deliver. Every time in my life I’ve not been consistent is when I’ve gotten into trouble.

4) Make it fun.

I’d have a signature “Foul ball!” call. It made people smile and knew I was paying attention. If you’re having fun with it, in some ways, people know you’re actually involved because you know enough about what’s going on to crack a joke or two.

5) Safe is safe, out is out. Making the right call means some days a whole city hates you, and you will learn who really loves you when you come home that day.

Although the world is full of grey, safe is safe and out is out. It’s part of the allure of the game of baseball. Definition. And that definition is going to get people mad at you.

But it’s also good to remember that when you’re looking at the social graph or anything else; all of your friends may be going in one direction, and it may feel “cool” to be a part of something, but is that REALLY the space you need to be spending your time in, if you’re being a professional about this? Have you looked at the data and seen if maybe you’re leading your clients astray by having them in the “new cool thing” that actually overlaps so much with what you’re already doing it’s not worth the effort?

Are you clear on what you actually will get out of your work? Kudos are great, but don’t always pay the bills. Are you spinning your wheels in a direction that doesn’t line up with what you need to do? Or, do you need to change your model to fit with current conditions?

5.5) You can’t quit until the game is over.

One thing that irks me that I see all too often – people get the equivalent of an inning or two into a project, and then flake out. We’ve all done it at some point. But you gotta finish the game, no matter what. One of the hardest things when I first umpired – the girl I was dating at the time wanted me to go to a movie. Well, extra innings happened – and she kicked and screamed about it. Well, it turns out that my base umpire had a similar situation and left – and it was just me on the ballfield (to add insult to injury, that base umpire ended up going out with her!). I lost that girl (good riddance), because I should of just quit the game in her eyes.. but you can’t. There were 18 players, who knows how many coaches and whoever else counting on finishing the game. You can’t walk off the field. It’s a responsibility you can’t push off. Things happen. Just remember to set aside time when you’re not on the field for the ones you care about.

What did previous careers or hobbies teach you that you bring into your current occupation?

p.s. Thanks to Amber Naslund for pushing me a few weeks ago to do this post.

 

The Double Lives Of Your Digital & Social Media Content Team

With a headline like that, you might think I’m going to tell some salacious tale of scandal, where your team is having completely inappropriate conversations and tearing your brand down left and right.

But I’m not. Because in general, they’re not.

The problem, however, is just as critical, if not worse. It’s apathy.

Take a look. Is your communications team leading a double online life? It’s a strong sign your strategy and content isn’t really strong enough and that you don’t have buy in from your team.

Dear Chief marketing/PR/head muckety muck of all things digital, before you go mandating they turn off their second accounts, please take a moment and listen. It’s not their fault. This is hard medicine, but the reason is probably because your content isn’t worth sharing yet. If someone’s heart is behind something, they’re willing to stand behind their work personally. You’re not in the sweet spot yet.

The bar of your content should be high – because in general, people tune out pure marketing messages in social media. They generally don’t go to Facebook to interact with ads, they go to interact with people. With all of this talk that digital and social are supposed to be different, I rarely see that “different” talk put into practice.

For instance, although people may “like” your page on Facebook, the reality is EdgeRank (their system for showing posts to users) can be really difficult to bust through and get visible. Facebook is generally non-linear and algorithmically curated content. In short, just because you posted the update, it doesn’t mean all of your fans (or even a majority) are seeing it. You need to create content that is “likable” to folks for it to start appearing (even if they hit most recent news, Facebook curates that and brands usually lose out in that curation).

The best way to break through that challenge is to be compelling, so that people in diverse yet somewhat connected social circles actually enjoy your stuff and share it themselves. Facebook knows it’s pretty easy to get a ton of junk “likes” to fan pages – so they’ve made it more than just about the raw numbers of “likes” your page has.

But if your own team has personal followers or friends, and then you end up making them (through mandate or content that is mundane) have some rarely used secondary account to fulfill the quota, you’re just eviscerating your efficacy, because those secondary accounts do not have the pull or interest that their “actual” accounts do.

Your team should be excited and proud enough about your content, many times content they created, to occasionally share without prompting or mandate. Additionally, you can’t ever expect them to blast their stream constantly and keep authenticity. The public can tell when there’s no soul – if the people involved are simply punching a clock – and that mandated share doesn’t really accomplish anything other than making that Tweet or Facebook Like button number go up one notch. If it’s forced, it’ll much less likely be the firestarter that jumps it ten or twenty.

So do a quick gutcheck. Review if you’re making content for yourself – or are you making it for the people you want to engage? Because when I’m doing reviews of things that aren’t working, the sad truth is that what’s being put out just isn’t good enough or it’s completely targeted wrong.

Many times music applies to life in other ways.. and here, I quote Stevie Wonder, “Just because a record has a groove don’t make it in the groove.”

Don’t be Stephen Clark

Or try to be the next Old Spice guy. Or the next.. anything.

This question came up at a meeting this week, where a business contact asked, “How do I become the next Stephen Clark?”

And I said.. you don’t.

And the air went out of the room. I didn’t tell him what he wanted to hear. (I do that a lot, by the way).

(For context to my national readers, Stephen is a television news broadcaster here in Detroit who has been in the news himself for his efforts around the #backchannel community on Twitter around the newscast).

Why? The world already has a Stephen Clark and a TV News “#backchannel.” The world already has an Old Spice guy. And frankly, Isaiah Mustafa is that guy. It won’t be you. The most interesting man in the world? Taken, too. And no one will ever say “fine Corinthian leather” like Ricardo Montalban.

The key isn’t to be the next anything. It’s to be the best you, and that’s not accomplished by trying to exactly copy someone else. In this emerging new world, the link economy means do what you do best, and link to the rest (a Jeff Jarvis line).

Sure, there were tweeting newscasters before Stephen – and fragrance pitchmen before Isaiah. But each person or character put their own spin and connected in a unique way and most of all had the right timing. It’s a complex series of events that create a star – or a recognized name – or a big brand.

And not all of those events and/or factors are in your control.

It’s also not always immediately fair how that timing shakes out, but what I’ve learned over the years is the arrows you took by being the first one up the hill come to serve you later. And rarely are those arrows fatal; if anything they make you stronger.

Admittedly, it’s hard work to take this path. It requires innovation, and living your career like everywhere there is a “no standing at any time” sign. And I know what I propose may be scary to some. But in a flat world, where there’s low barriers to entry, and everyone can and will copy your idea, innovation and moving quickly may be your only unique advantage. But the rewards are obviously there to be the first and only you.

GetGlue: Making It Real

Making it real is the holy grail of making great experiences online. There’s only so much you can do with bits and bites. The magic occurs when you take it from 140 characters to 14, or 140 or 1400 people with a shared experience.

That’s the power of all these conferences, weekly get-togethers like Tweetea, and what I think will be the stratospheric rise of sites like GetGlue.com. Making it real. Because it’s made real, these in-person get togethers are an almost religious experience for some. What is GetGlue.com? It’s a service that helps you find new favorite TV shows, movies, music, and more based on your friends tastes. It also allows you to “check in” when experiencing media, creating a joined social experience, without the uncomfortable (to some) element of a check-in saying where your location is (i.e. Gowalla, Foursquare).

I’m no prognosticator, and I don’t have a list of predictions. But GetGlue.com is blowing up from all appearances for a few key reasons:

1) It makes it dead easy to post Facebook and Twitter updates. People will always look for shortcuts, and since it’s a shared experience, it’s even more powerful. The only suggestion I’d have for them is to automatically include the commonly accepted hashtag for items when you tweet when checking in from the site or your mobile app.

The power tip? The more others use shortcuts, the more original, thoughtful content becomes important and noteworthy.

2) It is a different kind of community of shared knowledge. It gives people something easy to talk about — their interests. Facebook is built around your friends, and GetGlue is built around your topics of interest. It found a different spin on connection. It didn’t try to reinvent Facebook; it’s doing something different.

The power tip? Don’t try to outdo the big dogs in their yard. Setup your own yard and be the big dog there.

3) They “make it real.” When you get 20 stickers, they physically send them in the mail them to you. There are all kinds of possibility for interaction. After all, music promoters will tell you that stickers are a must-have for any artist. But what would make it even better? Give us the option to pay to get badges that people can stitch in. Stickers are easy and cool, but even better if I could sew them on my backpack as badges of honor, which fits in with the quirky internet culture.

The power tip? Build community in a variety of ways, online and off. The web is a merely a tool for the real action… people connecting to each other.

What are your thoughts? Are you stuck on GetGlue?