Why Subscription Services Really Matter: A Big Picture Perspective

July 17, 2011 By Jeremiah Staes 2 Comments
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.

Filed Under: Business, Rant, Tips Tagged With: adobe, change, digital economy, microsoft365, pandora, rdio, spotify, subscription services

5.5 Things Umpiring Teaches You About Life and Social Media

July 9, 2011 By Jeremiah Staes Leave a Comment

“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.

 

Filed Under: Business, Rant, Social Media, Tips Tagged With: amber naslund, baseball, Tips from umpiring

It’s time to quit on “Fail”

July 3, 2011 By Jeremiah Staes 1 Comment

“Fail!”

“Never gonna happen!”

“Why do you keep trying these light filaments? You’re NEVER going to succeed!”

“Stupid idea!”

“That idea was a complete #Fail! Fire everyone there. You should hire me instead!”

That’s what Thomas Edison would of seen on the internet as he’s doing the thousands of experiments with his team to create the lightbulb, and reflective of what many say today about any topic. As he was a public figure even before project, the public reactions would of surely been worse.

And many times, when it comes to Detroit, some people have the same sentiments. I thought of this as I stood in front of the Edison fountain in Grand Circus Park yesterday, taking in the beauty as a young couple took their engagement photos in front of it and some folks were running around it like crazy (happy) fools getting soaked. Yet there are people who will inevitably say “that never happens, what were they thinking, they’re gonna get shot” even though I saw it with my own eyes (I didn’t take a picture of the young couple out of respect, but I can tell you, they were beautiful).

Frankly, anyone who has attempted anything has been at the bottom, one with our darkest moments. We really think we’re going to stop trying (I personally have been there).. take the road most traveled. But many times, if you look for it, there will be a light for you at that tunnel.

But you have to believe that light will be there and be open to maybe the solution being something you never thought of before. Letting go of a pattern you’re comfortable with is very hard. Letting go of old scores is very hard too, but also, necessary.

Look at the new Somerset retail partnership downtown – it’s a different way of approaching and trying something and seeing if it works. Who knows if it will. But they’re trying. Which is a lot more than most of the people can say who sit on the sidelines of any project and say, “it’ll never work!” or “it’s not REAL retail!”

Not to say don’t be realistic – there are many challenges to any great work and we should know they are there. Anyone who has ventured anything has been knocked down countless times. But the real measure of a person is the ability to get back up. The ability, as I’ve learned the hard way over the years, to not freak out but to focus and come up with innovative, positive solutions.

One thing to do is to not bring your mental resources to bear about what you don’t have – “if we only had financing, if we only had THIS, we can’t do anything unless we have THAT” (which I’ve learned that’s among the biggest self-defeating lies we tell ourselves as a culture). When you start ignoring that negative crosstalk (a chorus which will always arise when you make forward progress) and start thinking of different ways to overcome the challenge, it’s when you starting making something happen.

So I’m working on expunging the word “Fail” from my vocabulary starting this week.

It’s a “meme” as they say on the internet that needs to die, as it’s useless. The truly successful people I’ve met? They don’t revel in failure.

No one is perfect.. but I also call on you to do the same thing.

If you’re gonna criticize, be constructive and offer a real solution. Ask the questions you’re afraid to ask, because many times that’s the only way you get answers. Don’t be afraid to listen to people who do not agree with you and have reasoned arguments. Walk a mile in their shoes. Find new sources of information to get insights you didn’t have. Don’t completely surround yourself with people who look at the world the exact same way you do, as many great leaders in history have lost their way by surrounding themselves with advisors who only rubber stamp every idea without improving it or discussing it. Sit with someone way older than you and be a sponge to their knowledge.

Work every day realizing you’re not perfect. After all, the goal is not and cannot be perfection.. but progress.

Filed Under: Rant, Social Media, Tips Tagged With: Detroit, Eliminate the world Fail, Fail, stop using the world fail, Success Tips, Thinking Positively, Thomas Edison

Hootsuite, I Love You – But We Need To Talk

June 17, 2011 By Jeremiah Staes 2 Comments

As the Motown song goes, "Stop - In the name of Love"

I’ve been a fan of Hootsuite for quite awhile now. I don’t know when I first signed up, but it has made my life a lot easier as a communications professional.. not to mention the lives of my clients and colleagues who I’ve turned onto the platform. I’m also Hootsuite certified, and trained numerous people how to use it. I’m a fan of the owl.

So much so that I didn’t complain when you started charging – if you’re a pro, you should pay for pro tools. I agree.

Instead of yelling and screaming my disappointments, because I do love you, dear Hootsuite, I’m going to offer reasoned criticism because your last update highly disappointed me for the second time, and it’s not the content of the update but how you went about it.

Earlier this week, dear Hootsuite, you rolled out overnight (without warning) a very neat update to their publisher tools. The new scheduler  is great. It’s awesome.

But the change was without warning. And, you also eliminated the old way of doing things, your “Pending Stream” with no warning.

Well, when you’re working in workflows that you’ve developed with your clients and friends, overnight eliminating something is NOT ok. See, when you’re in a business environment, incremental change is key. Yes, please roll something out. But allow people time to adjust.

When I woke up that morning to emails – “Why are they forcing me to remove my pending stream?” “Why didn’t you tell me they were rolling out a scheduler?” – it was obvious people I work with were in a panic. It now affected my work – because I recommended this tool, and overnight, it changed on them and was disconcerting.

Yes, there was a dialog box explaining, but in a business environment you cannot expect to work under the impression that changing things overnight is ok. Hootsuite, as I see it, is supposed to be a professional tool, not a flaky Web 2.0 toy that could change at any time.

So I hop on Twitter – and was highly disappointed with how that went. I was disappointed before, because I tried to @ reply you a month ago multuple times about a billing issue and they never responded (we’re still paying double for one account for a team member that transitioned to us from being solo), and I’m not paying premium support to get an answer when I already pay money to you. But this time, I got:

“It is a massive change, but this is not the first time we’ve done massive overhauls to HootSuite’s interface. ^CT”

OK. Way to make ME feel like the idiot. I’m the paying customer. That response is what I expect from a U.S. utility company, not a “friendly owl.”

So, while I love you Hootsuite, you need to make some changes, because you’ve left yourself way open for another alternative.

1) Stop charging for customer service to paid accounts. Really. Myself and my clients pay money every month PER SEAT. I deserve support. Charge the free users, fine. But it’s like going to the car wash and then them telling you, “you have to pay more or we can’t guarantee your car will be clean.” The reality is, after using your service, without premium service you pay little to no attention.

2) Pre-announce updates. Even if it means to only certified folks as a value add. We NEED to know these things in advance and those of us who work in teams, it leaves us without answers and we have to drop everything and learn what happened when frankly, we’re professionals and have a lot of things to do.

3) Do not eliminate features without warning. You’re getting bigger now, and a larger user base. I saw the Twitter streams, even though you deflected it to your @Hootsuite_Help account. People are not happy. I saw how rough of a day your customer service person was having.

4) Your pricing structure is what is considered by most corporate buyers as predatory. They won’t tell you this, they’ll just hit the ignore button. I have worked around a lot of corporations, and it’s almost impossible to sell it up the chain for that one reason. In corporate and business settings, you pay LESS per seat with a volume discount the more you buy. Let me explain.

Why on earth if each individual seat (not counting the individual plan) is $15 per month that once you hit more than five additional team members you jump to $30 per seat (which you don’t tell people when they sign up). That’s the reverse of how the rest of the business world works. Oh, and you insult to injury by charging that customer service fee (see #1). I won’t even get into the joke of pricing that is the Enterprise plan, that works out to almost $50 per seat.

So Hootsuite, I love you – but if you don’t get your act together, you’re leaving a ton of room for a viable competitor that I’m willing to pay good money to. Your poor service, your predatory pricing, and leaving me (and others) in the lurch has to stop. Much like a mentor has taken me aside and told me in my career to shape up in the past, as your loyal customer and supporter, I’m publicly asking you to do the same.

 

Filed Under: Social Media Tagged With: Hootsuite, pending stream, pending tweets, predatory pricing, pricing, Twitter

The Double Lives Of Your Digital & Social Media Content Team

May 25, 2011 By Jeremiah Staes 1 Comment

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.”

Filed Under: blogging, Business, Social Media, Tips Tagged With: communications, content strategy, facebook, Social Media
« Older Posts
Newer Posts »