SEATTLE, WASHINGTON, USA – December 30th, 2009 – It’s nearly the end of the “Aughts”—the decade when the web went from being informational to social—and as it wraps up I’m thinking social media in its current overinflated state — overhyped, over-examined, and as shiny object — has also come to an end.

Now before you enthusiasts freak out and color me crazy, let’s look at a few things that have happened over the last year that lead me to this conclusion.

• The traditional press have lost their interest in social media as a primary topic. This is clear by browsing the subject matter expert requests on ProfNet and HARO. In the spring and summer of 2009, Twitter, Facebook and anything related to social media were all journos seemed to want to write about. These requests have dropped to nearly zero and the only thing that piques their interest these days are fear-centric articles around privacy, hackers, or bizarre uses of social media. Hype bubble: gone.
• Thousands are falsely proclaiming themselves as experts. It took them long enough but it seems everyone is writing about social media. Marketers everywhere are putting out their takes on it, albeit for many it’s a bit late. I started noticing this trend in the first part of 2009. Between May 2009 and December 29th, 2009, over 11,000 people joined Twitter proclaiming themselves to be some kind of social media expert. (See B.L. Ochman’s great post here) Are you kidding me?!? I was also amazed to see an old-school PR person who’d joined Twitter after Oprah get a local speaking gig on the subject of Twitter. WTF? I’m sorry, but if you’ve joined Twitter after April 2009, it takes some serious cajones to claim you’re a frickin’ expert.
• Corporations have found their social media “voice.” After several years of watching and waiting, 2009 marked the year when the majority of the US Fortune 500 got off their butts and got out onto the Social Media Dance Floor. There are plenty of smaller firms (and strangely, many Canadian firms) who are still unsure about this <sarcasm>crazy new trend</sarcasm> but primarily because their budgets are tight and their marketing teams are absolutely maxed out.
• The free ride for consumers to say whatever they want is over. Corporations are starting to fight back. Witness the mom blogger who claimed the TSA had violated her rights and snatched her child from her—and then found out the TSA had their own blog as well as footage showing her claims were exaggerated at best. TSA is also going after bloggers who’ve leaked sensitive information. 2010 will be the year that organizations move from silence to defense to offense. Also witness the New Zealand blogger thrown in jail for violating a supression order.
• Social media has become the CB Radio of the 21st Century. With all the noise, searching for any seriously valuable content on social marketing programs is hugely challenging now, because of how much crap is out there. Marketers still looking to get a start will find themselves perplexed by their search results and when they try to track down experienced help, they’ll encounter the self-proclaimed social media “ninjas” referenced above. Google isn’t pulling great results for this topic right now and it’s only going to get worse.
• Many of the early adopters will begin to drop out. At least, the ones whose income doesn’t depend on social media will. Just as the original artisans of the Web moved into other areas, just as many podcasters exploded onto the web in 2004 and then went silent in 2006, I predict so too will the Robert Scobles, Steve Rubels, Chris Heuers, Jeremiah Owyangs, etc. It’s just too much effort to publish 24/7 unless you’re being funded to do it. Pundits need to make a living too, and the speaking engagements will wane as the public curiosity moves onto other subjects. I share this early adopter exhaustion and am taking steps to put out more valuable, less frequent content in fewer places.

2010 will bring some good things, too

The Internet of the “Aughts” was initially focused on brochureware and e-commerce, then moved to connecting in 2004 with the advent of Ryze, Tribe, Friendster and MySpace. In 2006, Delicious and StumbleUpon made sharing easy, 2007 saw the explosion of YouTube, and in 2007-2008, Twitter and Facebook made sharing effortless.

There are plenty of good things heading our way in 2010. I’m in agreement with several others that augmented reality and smartphone-based information will explode. Closed social networks of trusted friends (who can say what they want without fear of career or reputational implications) will expand. For example, I use Plurk to communicate/vent/overshare with my Flickr friends sans clients, acquaintance or neighbors. It’s hugely satisfying after self-policing every one of my Facebook posts and tweets. Video will continue to grow as attention starvation continues to grow—video being a fast way to assimilate information. And of course meetups will continue to grow as people crave face-to-face aspects of networking.

The “Teens” (2011-2019) will likely center around data filtering (closed networks, place-based data), data privacy, login/profile centralization and real-time Web. No more waiting for Google to cache your site. No more needing to sift through volumes of information to find what you want. Fewer acquaintances and closer friends as free time continues to shrink.

Brand Dialogue LLC and this blog have also come to an end

My consultancy officially ceased to be in February 2008 when I joined Edelman PR. And I think it’s time to set aside this blog as well. It will go fully offline in February once I get redirects in place.

Since I’m pretty much fully committed on client marketing initiatives at work, I do most of my freely-shared thinking in short bursts on Facebook, Twitter and Delicious these days. And that’s really about all the time I have to share anything. My free time has become so much more valuable as it’s dried up.

To that end, I’m consolidating my social media footprint. This blog has officially moved to EricWeaver.com—one site where I’m sharing both personal and professional content.

Besides, it’s really not about “brand dialogue” anymore, but about engagement. That’s a much more accurate description of a marketing goal. I can “talk” to anyone. But getting them to engage in brand participation is much more fun.

See you elsewhere!

It’s been fun sharing my thinking with you. I’ll continue to do so but over here instead.

Here’s hoping you have a fulfilling, prosperous and equally interesting 2010.

- Eric Weaver

KING5 Interview with Renay San Miguel at #sm101

Pronunciation: \ˈfā-vər\

1 a (1) : friendly regard shown toward another especially by a superior (2) : approving consideration or attention

3 a : gracious kindness; also : an act of such kindness

5 a : a special privilege or right granted or conceded

My cell phone rang yesterday in the middle of a client conference call. Didn’t recognize the number. Later I found a message on my voicemail. I offer it here as a learning opportunity for any young person who wants to start their career off on the right foot.

The woman who had called me was a recent graduate from a Michigan college. She has evidently moved to Seattle and is looking for help in determining her career path. Here’s what she said:

“Hi, my name is __________ and I stumbled upon your agency online. I just graduated from college in advertising in Michigan and I am newly moved to Seattle. I wanted to set up an informational meeting to kind of sit down with you and learn more about what your company does just for a little bit of research on what kind of agency I‚Äôd like to work at and what kind of department I would like to move into in the future. This would take fifteen to twenty minutes if you have it. So I would greatly appreciate you calling me on my cell phone which is ____ or emailing me at _____.”

I don’t want to sound like a mean-spirited jerk here, but I am amazed at how poorly she framed this opportunity. Was no business person, perhaps a parent, available to coach this young woman before she started creating her local reputation?

My first job was on the factory floor of an automotive plant. I learned very early that as a new graduate, you are inconsequential to most folks and in order to survive as you’re getting started, you need to foster relationships and ask a lot of favors. And that requires some basic relationship skills.

From that aspect, this call struck me as wrong on a million levels.

First of all, she opens by saying that she “stumbled” across my company online. So, basically, she didn’t seek me out and my business is no more special than any other. Not the way to kick off a request for help. A simple “I found your agency online and the more I read, the more I was really interested in what you do.” Lie to me if you have to.

Secondly, she’s moved to Seattle from Michigan. Great! If she had done her homework and done a simple Google search, she would have seen that I too am a Michigan transplant. With this data, she could have worked that angle and I might have been more predisposed to spend my valuable time trying to help a kid get started on their career. But she didn’t.

Third: there is no agency named Brand Dialogue anymore. A 2-second read of the About page would have told her that.

Fourth: she frames the conversation in terms of her needs. I was up until 3am this morning working on a client project, then had to jump on a client call at 8:30. Why would I spend time trying to help someone else get started when I don’t even have enough time for a full night’s sleep?

A better approach would have been to say, “I know you’re busy, I’m sure informational interviews are low on your priority list, but if you could find just a few minutes to talk to me, I’d be so appreciative. If not, I fully understand.”

Finally, she puts the onus on me to contact her. What exactly is my motivation again? Who’s the one asking for a favor again?

If you are looking for volunteers who will help you with your career, there are several things you must know.

• If you’re new in town, you have a lot of work to do to build a network of business relationships that will help you survive.
• If you need a favor but have no relationship with this person, you may want to try to start off a conversation recognizing that fact.
• Assume the person you are wanting to talk to is insanely busy. Respect their time and don’t ask for any more than the initial request for a coffee or informational interview. Don’t ask them do the work of getting in touch with you.
• Spend some of your own time to research the person you are contacting. Find out a little bit about them before you call. If there is an opportunity for a more relevant connection (e.g., you’re both transplants), then speak to that.
• Most importantly, and I say this with love, you are asking for a favor. You are not entitled to anyone’s time…particularly if we’re no more special than the next guy on the list. If you want a favor, act like you’re asking a favor, not like you expect a phone call back.

These are basic business relationship skills that should be taught in every single business school in this country. They’re also skills that any parent should teach their child. It’s also the responsibility of the kid to LISTEN. Their parents may know a thing or two about the work world.

And that concludes your informational interview, miss.¬† I’m getting back to paying client work now.

I’m very pleased to announce that effective July 20, 2009, I will be joining digital agency¬†Tribal DDB, a division of DDB Advertising, in Vancouver, British Columbia.

For the past seven years, I have been searching for an agency home: one in which I could do meaningful work, and have a good work/life balance; where I had proper support from my management; where people were fearless; and where I was given the freedom to contribute to both agency and clients with as little politics, control issues or agency drama as possible. Over the course of my thirty-year career, I have had fantastic work environments, and wherever possible, I have worked hard to try to create them within my teams. I’m proud to say I’ve had teams who truly enjoyed working together, won awards together, and found personal relationships that far outlasted the team’s longevity.

I’ve also had some short stints. The rough economy and its attendant worries, beginning in 2002, have brought out both the best and worst in people. And I obviously share some of the responsibility for the shortness of tenure: I’m impatient with others, a bit of a perfectionist (even when that’s not necessary), super-picky with how I invest my time, and when I’ve had tight controls or confines placed on my role or abilities, I’ve frequently responded with equal pressure to take control back. Not often a hit with management! So there are some learnings and opportunities for improvement there.

Simultaneous to this search for a strong, upbeat agency has been an increasing desire to give back to society. It’s hard to “pimp products” when you can’t help but notice the myriad social issues we are facing on a global basis. How do I justify to my children the application of my skills to marketing SUVs, diamonds, toxic chemicals or other socially or environmentally irresponsible products? How do I justify using my life to make a tiny percentage of people rich when others are starving or dying? How long do I sit on the sidelines of this train wreck without getting up to help the injured?

My new (old) role

At Tribal, I’ll be acting in a role that’s very familiar to me: account director and strategist. Of all the roles I’ve performed over my career,¬†this is really the one I’m best at. I am a digital brand counselor, first and foremost. I’ll be managing a number of existing accounts and working to build business both in Canada and the US. Given the strength of the team at Tribal, that shouldn’t be too difficult.

This new role will provide me with a chance to be a part of a large team again, applying my skills to socially-responsible clients, and growing my business network in a financially sound work environment. Vancouver is a stunningly beautiful city, and its residents are as progressive and socially focused as Seattleites. My new team seems very talented and buttoned up. And I’ll be using my brain to concept and strategize around brands, developing new social, cultural and business applications for digital technologies‚Äîmy idea of a fun way to make money!

I’ll also be splitting my time between both Vancouver and Seattle – for the next few months, at least. I get asked constantly if I am “leaving” – nope, just expanding my “range.”

Thank you, egg

For nearly two years, I have been partnering with egg,¬†a Seattle branding agency that has taken the bold step to ONLY work with socially responsible clients. That is a very brave commitment that limits their revenue considerably. We’ve worked together on numerous projects and with them I have found the same kind of laughter, camaraderie and sense of purpose that I’ve long sought. I want to thank them¬†for their interest in working with me, including me on their projects, and even providing me with office space.

Marty McDonald, Hilary Bromberg and their team have a vision for ethical business that aligns very strongly with my own. They also know the conscientious consumer better than anyone. Because of their generosity, I have been financially sound over the last 9 months and met many new people who are interested in doing good. Through Tribal, I hope to continue to partner with egg and help spread their values in the market.

Just to keep things interesting: massive and overlapping life changes

For the last several months, I have been experiencing a foundation-shaking set of life changes, which are all culminating this same week. The hardest: my children are moving away and I will no longer be a residential parent. Equally challenging: through a fantastic counselor, I’m revisiting and addressing issues that I’ve tried to run from or avoid my whole life, including a tremendous amount of grief‚Äîsome long-overdue personal rewiring that should help me in all aspects of my life.

Finally, I’m hitting 48 years of age, with 30 years’ worth of work experience. How the hell did that happen so quickly?

New job, new tribe, new country, new parental role, new patterns. Lots to look forward to, lots to adjust to.

Not leaving, just shifting

This site will continue to have informative articles on the latest in social marketing and branding, and in the business of digital marketing.

And if you want to chat, ring me at +1 206 651 5511, follow me on Twitter or connect via Facebook.

http://www.slideshare.net/Weave/pr-for-people-meetup-7109

His name is Mach Arom, and he was executive creative director for FCB Interactive in New York. I just found out he died on August 23rd, while doing humanitarian work in Rwanda.

I worked with Mach while we were at Magnet Interactive in Washington DC. Mach was the “mother hen” for our large, boisterous and extremely talented creative department. He was a skilled designer, an inspired leader and an intelligent, funny guy.

Much of our business, our daily lives, as marketers revolves around the task of being creative…or at least, facilitating good creative on our projects. It’s not easy, creating the aesthetics of a communications program, be it a website or ad or whatever, since aesthetics are so personal and subjective. You can have the best creative strategy, the best wordsmiths, the best offers, but if the creative stinks, the program will flop.

Mach knew good creative, and he drew the best talent out of his team. He led them by example, directed design, managed egos, kept account types at bay and led his team to build the best creative product I’ve ever seen.

He died at 38, doing what he loved: helping people.

I remember coming over to bug him, repeatedly, for proposal graphics or for status updates on client work. He would protect his creatives fiercely. I remember his terse “Weaver!” when I would ask for a level of effort that would impinge on his team. And his alternating between being all-business and then joking and smirking while we discussed projects.

He went on to Ogilvy Interactive, then FCBi. I spoke to him last year, caught up on where he was. It was good to hear from him, to hear he was happy in his new role.

Since being spoilt at Magnet, I’ve been looking for not good, but GREAT creative. I’ve found strong talent in people I’ve worked with over the last few years, but nothing like Mach. I’ve not found another creative department like his, either: hopeful, happy, joking, wildly creative and supremely talented.

If you’re an account guy like me, selling creative isn’t easy. Clients can’t always tell you exactly why they like or dislike certain creative efforts. It’s often related to past experience, background and taste. Because of this I respect good creatives who can translate communication problems into beautiful, compelling and at times emotionally moving works.

Safe journey, Mach. Thanks for being such a great person, and such a great example to others.

His memorial is here.