Less: Ideas for a brilliant social media campaign.
More: Brilliant ideas worthy of a social media campaign.

Social media is a remarkable tool for spreading your ideas, but only if you have remarkable ideas worth spreading. And here’s the secret: it easier to promote remarkable ideas – your network will actually relish spreading them.

So let’s go back to the drawing board. Grab a blank sheet of paper. Look at your big idea/product/service/innovation with fresh eyes. Build remarkable right in.

Your sizzle should sell a delicious steak.
Your sizzle should not be the best part of the meal.

I’m in love with the new Ford Evos. There’s only one problem, Ford isn’t selling them. It’s a concept car. A design exploration. A glimpse at where Ford may be taking design in the future.

This tends to piss me off. My friend Nicholas Ellis put it best: “Did Apple ever introduce concepts?” He’s right.

Year after year, Steve Jobs introduced kickass, covetable products and built one of the most valuable and influential companies in the world. In that same time period, Microsoft unveiled prototype after prototype of vaporware products that never saw the light of retail or lit up their balance sheet.

Now, I know cars have a few more moving parts (not to mention more regulations and legal liabilities than a mobile phone), but I’d love to see Ford speed this car into showrooms.

Too often, companies release daring, evocative concept designs to test consumer opinions. The research folks listen to every piece of feedback, then the designers go back to work, sanding off all the corners that turned up noses.

And there’s the rub.

The next year, that bold concept is reintroduced as a ho-hum production model. The people who hated it now think it’s “meh”, the people who loved it now think it’s “meh” and the sales numbers usually end up being “meh”.

When you soften the edges that offend some people, you end up removing the edges that infatuate others. Never simply seek consensus when you have the opportunity to enflame true passion. Build remarkable. Piss a few people off. Create LOVERS and HATERS. Never create “meh”.

Evangelists and Raving Fans > Deal of the Day Customers

Ford Evos Concept Reveal by Ford Motor Company on Flickr.

“I Like you, now please shut up.”

“Like us on Facebook!” It seems to be the new rallying cry of every marketer in the world. And why shouldn’t it be? Facebook is THE place to be on the interwebs these days.

Brands are scurrying to add fans as quickly as possible - incentivizing people to click their Like button at great cost. Unfortunately, most of these companies are chasing the wrong cheese.

A recent study by IBM says most brands misunderstand what consumers want out of their social media brand relationships. Many consumers follow or friend a brand simply to save a buck.
More on the study: http://j.mp/IBMstudy

How can this be? Social media is a conversation!?!

Everyday, we all use hundreds of brand name products. We slip from our Wamsutta sheets into our Merrell shoes. We Sonicare our smile and scent up with Old Spice. We sip our Diet Coke and shift our Genesis Coupe into drive. Just about everything thing we touch, taste, see and smell at home and at the office is a brand wanting to be our friend.

Now imagine the nightmare of having all of them interacting with you (and cluttering your facebook feed).

We may like you. We may even love you. But that doesn’t mean we want to chat with you.

At Curve, our social strategy process looks for opportunities where Personal Interaction, Remarkable Content, Marketing Strategy and Relevant Value intersect. We help you balance your message, find your authentic voice and develop a likable brand personality.

Before your jump on the Like bandwagon with your social strategy, figure out what your customers would actually like from you in return. It could be just a coupon. It could be just answering an occasional question. Or it could be the start of a beautiful relationship.

Need some help creating a social strategy? Talk to the social media marketing pros at Curve Detroit: http://www.curvedetroit.com

Looking for an engaging presentation on the topic of branding, marketing and innovation? Invite Charlie Wollborg to speak at your company or event: http://charliecurve.com

Connect tech - looking beyond paper

Quit thinking paper or tech. Start thinking paper AND tech.

Here are a few new sites, applications and technologies that a smart brand marketer should be investigating:

Online Business Cards (Personal Brand Sites)
Everyone wants to be your new homepage, but no one is doing it better than About dot Me right now. Build a personal splash page. Write a short bio. Link to all of your social networks. Add links to your company site, personal site and more.
http://about.me
http://about.me/CharlieCurve

Also see:
http://magnt.com
http://businesscard2.com
http://twtbizcard.com

Mobile Business Cards (Contact Info Exchange)
Bump allows smartphone users to exchange virtual business cards by bumping there phones together. It’s slick technology and we love that the physical act of bumping makes an inherent connection between the recipients.
http://bu.mp

Also see:
http://www.linkedin.com/static?key=mobile
http://www.mynameise.com

Texting Business Cards (Contact Info Exchange)
Contxts is banking on all those teens and twentysomethings that love texting will one day love business networking too.
http://www.contxts.com
http://cntx.me/vRw

Technology should never replace remarkable a business card, but always be on the look out for new ways to connect and establish your brand. Remember: business cards don’t work at all when they’re sitting in your pocket. Get out there and meet new folks, grow your network and grow your business.

Need some help creating a remarkable brand and unforgettable business cards? Talk to the design pros at Curve Detroit: http://www.curvedetroit.com

Looking for an engaging on the topic of branding, marketing and innovation? InviteCharlie Wollborg to speak at your company or event: http://charliecurve.com

Just the facts. None of the fax.

Good news: Today, there are more ways to contact and connect with people than ever before. Bad news: All those methods of contact are junking up your business card.

No one loves social media and the mobile, connected lifestyle more that us. We’re all in favor of reaching out to friends, prospects and customers on as many nodes as you’re comfortable. But, that doesn’t mean you need to put them all on your business card.

You business card is part of your marketing campaign. It’s your brand ambassador. You contact information needs to be clean, simple and easy to read.

What do leave off your card:
- Your fax number (goodbye 1970s)
- Your social media URLs (we’ll be able to find you if your website is built correctly)
- Every phone number connected to you (don’t make us chase you)
- QR codes (sure, they’re neat, but do your prospects use them?)

What to include on the front of your card:
- Your logo
- Your name
- Your primary phone number
- Your primary email address
- Your primary URL

Build your brand. Build a better business card.

Need some help creating a remarkable brand and unforgettable business cards? Talk to the design pros at Curve Detroit: http://www.curvedetroit.com

Looking for an engaging on the topic of branding, marketing and innovation? InviteCharlie Wollborg to speak at your company or event: http://charliecurve.com

Senses Working Overtime

It’s time to think outside the business card. It’s time to start engaging the senses. It’s time to create something memorable.

Here are a few questions to ask as you brainstorm your ideal business card. Some of them may sound ludicrous, at first, but complete the exercise. You never know what good ideas may come from a harebrained scheme.

Sight
Graphic design is absolutely important. From a functional perspective, is your card easy to read? Look at the contrast between the background and type color. Are the fonts legible when you view the card actual size. From a brand perspective, are you consistent in your use of colors, fonts, logos and messages?

Sound
Musical greeting cards have been around for a lot time. As sound chips get smaller, is there a way to use a soundmark to create a memorable brand impression? More on soundmarks: http://youtu.be/QK3WeA2kFeY

Touch
People will touch your card BEFORE they read it. What feelings do you want to evoke? How thick is your paperstock? Is it paper, plastic, bamboo or metal? Textured or smooth? Have you considered a dimensional card, interesting die-cut shapes or a card sculpture?

Taste
A search for edible business cards returns everything from beef jerky to cookies to chocolate bars. Make your business card part of this nutritious meal.

Smell
Sure, I love that “new card smell,” but beyond that, does your brand have a scent? Seriously. Our sense of smell is one of the most powerful. Scented inks are available in everything from the kitchen to the factory to the forest. Remember how much fun you had with scratch and sniff as a kid. Invite your prospects to play again.

Build your brand. Build a better business card.

Need some help creating a remarkable brand and unforgettable business cards? Talk to the design pros at Curve Detroit: http://www.curvedetroit.com

Looking for an engaging on the topic of branding, marketing and innovation? InviteCharlie Wollborg to speak at your company or event: http://charliecurve.com

Bold Claims & Brand Promises

You can’t afford to be “just another” insert your profession here. You can’t afford to be using a generic business card either.

Me too is NOT a valid brand position. Me too but cheaper is even worse.

The backside of your business card is your brand ambassador — a chance to put your best foot forward, establish your brand difference and let your prospects know you are definitely NOT a commodity. Make a bold claim. Establish a brand promise. Interrupt the status quo. Let them know you are not business as usual.

Just as the best marketing campaigns are highly targeted, your business cards can be too. Create several different cards targeted at specific audiences. Design separate cards for each of your primary product lines. Make individualized cards that address common prospect concerns.

Above all, fashion business cards that are irresistible — cards that are memorable, unique and clever — cards that get saved, shared and shown around at the office.

Craft a strong brand promise, bold claim or attention grabber and get your business cards working for you.

Need some help creating a remarkable brand and unforgettable business cards? Talk to the design pros at Curve Detroit: http://www.curvedetroit.com

Looking for an engaging on the topic of branding, marketing and innovation? InviteCharlie Wollborg to speak at your company or event: http://charliecurve.com

Business cards are dead.

Business cards are dead. Long live business cards.

There are a lot of people heralding the death of the business card.

Accountants view them as an expense (so they always push for the cheapest, generic option). Artists view them a canvas (so they design works of art that don’t work for your brand). And geeks, they see paper as a dead medium (so they push for whiz bang tech alternatives).

An effectively designed business card can be a powerful brand ambassador. Often, the business card is the first brand impression for your prospect.

Don’t waste the backside of your branding campaign as a notepad. Design a two-sided business card with a BOLD CLAIM on the back and your contact info on the front. Hand them to prospects backside up. GRAB their attention. Use your business card to help establish your brand difference.

It’s not the business card that is dead — it’s the unremarkable business card that is dead. But you know what, in today’s hyper-competitive marketplace, unremarkable businesses are dead too.

Build your brand. Build a better business card.

Need some help creating a remarkable brand and unforgettable business cards? Talk to the design pros at Curve Detroit: http://www.curvedetroit.com

Looking for an engaging on the topic of branding, marketing and innovation? Invite Charlie Wollborg to speak at your company or event: http://charliecurve.com

Every week, you probably see the hashtag #FF dozens of times. Unfortunately, what started as a cool part of the twitter culture has devolved into little more than username spam.

#FF or #FollowFriday started as a way to introduce the world to your favorite people on twitter. It was a great way to say thank you, to discover new people and to make sure the twitter community grew stronger and more vibrant.

We haven’t gotten lazy. Nowadays, your average #FF tweet just contains a list of random twitter usernames. Gone are the reasons why we should follow these people - along with the luster, utility and honor of being listed.

Just because most people are using #FF incorrectly, Doesn’t mean we all have to. Lets get back to basics. Here are three ways to use the #FF hashtag more effectively.

Good - The List
If you want to list a bunch of people, use a unifying hashtag that describes them all.

#FF #ChevySXSW rockstars @nateriggs @30lines @kayleehawkins @kylestuef @nikkistephan @primesuspect @jacki_halas @djmeph @shaunan @AdrenalineJoe @Rmercader

#FF the people who bring #TEDx #Detroit to life: @NickDenardis @BecksDavis @HubertGAM @NaynaDub @Janet_Tyler @ShelliGutholm @CharlieCurve

Better - The Team
Describe a winning attributes of a small group and then list the 5 of so usernames of the people responsible.

#FF Social media dads with big hearts and big brains: @BryanWillmert @PatrickReyes @MattEder @DavePeckens

#FF Grand Rapids is kicking ass right now. This is how you innovate: @ArtPrize @5x5Night @LaughFest @GRWalks @TEDxGrandRapids

Best - The Person
Use your 140 characters (or better yet, 120 characters so you’re retweetable) to make us fall in love with a tweeter you think is a rockstar. Remember, your description should make us WANT to follow this person.

#FF Give Detroiters on loan to Japan, @ashetler & @markmatsusaka a follow for live updates of the earthquake & tsnami.

#FF An amazing event producer, marketer and photographer, follow @SlayterCreative for the best of jam bands, #LoveLansing, #Ignite and #TEDx

The best way to learn twitter is to use twitter, so get out there and start recommending good folks to follow today and every Friday.

Need some help making sense of social media marketing? Talk to the good folks at Curve Detroit: http://www.curvedetroit.com

#FF Team @CurveDetroit: @AmyCurve @TomCurve @VinceCurve @BeckyCurve @AshleyCurve @SakoCurve @SethCurve @MiaCurve @CharlieCurve

Invite Charlie Wollborg to train your team on the finer points of using twitter for business: http://charliecurve.com

You’d never put all your eggs in one basket, so why would you put all your tweets in one update?

One mistake we see again and again - even from experienced social media folks - is blasting the same update from multiple accounts at the same time. It may be easier to to type a tweet once and click “update all”, but it’s a huge waste of amplification.

Many of your followers are also following your personal account, your company account and your coworker’s accounts. When you mass update, you end up polluting their twitterstream. You also miss an opportunity to reach people who many not be online right now.

We think it’s smart to spread out your message. Wait 20 minutes to 1 hour before sending the same tweet through one of your other accounts. This will help keep your message in the twitterstream for an extended period. Most users dip their toes in the twitterstream, read a few updates and then go back to their day. By spacing out your updates, you’ll reach as many different folks as possible.

There are several great tools on the market to help you space out your updates. Our two favorite tools for managing multiple accounts are CoTweet and HootSuite. Both applications allow you to tweet from multiple accounts, schedule tweets for later and offer basic analytics. As an added bonus, they rhyme.

Both sites offer free versions with more features available for a small monthly fee.

Need some help making sense of social media marketing? Talk to the good folks at Curve Detroit: http://www.curvedetroit.com

Invite Charlie Wollborg to train your team on the finer points of using twitter for business: http://charliecurve.com