Tag Archives: guy kawasaki

Deconstructing Anticipation via Social Media

With every social media platform exploding with either the
Oscars or Fashion Week or the Future of Consumer Intelligence (#FOCI13), the anticipation levels for events in general have heightened
to dizzying levels.  I am reminded that I
have to plan my watching and eating schedule for the aptly hashtagged
#OscarsParty, or plan my fashion week agenda by stalking #NYFW, and once again explore the
exponentially growing ways to market my presence at the events or on the net ‘
be it instagram, tumblr, twitter or downloading a momentary app.

Even Guy
Kawasaki shared an infographic on the Oscar winners based on social media
alone. The role of social media has evolved as an event enhancer and accessory
to a fundamental connection and sharepoint, making it the backbone of

My addiction to consumer behavior and personality deductions
from two by two matrices quickly ignited the anticipation framework that groups people between planners and
spontaneity seekers, and those who engage or observe in the activities they are
about to embrace. And thus, akin to classic marketing research, we have consumer segments based on their social media usage and consequential anticipation. It fits with any upcoming event really, since part of
marketing research is really understanding what drives consumers towards things,
isn’t it?
Some prefer to observe the events; discretely or directly
look, casually chat with others, snap a few photos, and continue in repeat
mode. If done with planning, these are theorists;
they will carve a niche with a well-defined blog or become journalistic fortune
tellers. The spontaneous folk can be
described as spectators, either following the crowd or simply observing what
comes their way, instead of finding it, thus creating a group that many newbies
fall into, including those that coincidentally feel the fever in the air.

People that like to engage in the events, who are bold enough to do more than
photos and shatter their muted expectations, they can either do so via planning
and fall into the enthusiast bucket,
or be bold and brilliant enough to spontaneously trudge through the live events
or be active on the social networks with vicarious pleasure, and fall into a
category I have occupied many times: the addict.

No matter what your goal, objective and personality is, social
media forms segments of consumers who you cannot ignore. And if you are even a
spectator or an attendee of anything from Fashion Weeks to the Oscars to
conferences like FOCI, you are likely
fall into one of the deconstructed quads. Right now, I am still unsure of where
I fall, but probably swaying between diametrically opposite ends of theorists
and addicts.
As I’ve stated before on my blog, ‘An intense anticipation
itself transforms possibility into reality; our desires being often but
precursors of the things which we are capable of performing.’

What tickles your


, Communication & Social Media Research Expert at SKIM, an international
consultancy and marketing research agency, has a background in engineering,
marketing and finance from the University of Pennsylvania, and the Wharton
School and Rotterdam School of Management. Having worked in marketing and
product development at L’Oreal, followed by a stint in management consulting, he now passionately enjoys the world of social media, and can be found on every platform with his alias sssourabh. He is a food critic and a fashion writer, and documents these alongside strategy on his blog called 3FS. He may be reached at s.sharma@skimgroup.com.
Follow him on @sssourabh.


What Not to Do with Online Marketing

Guy Kawasaki of Entrepreneur.com offers 13 tactics to avoid when trying to make your online marketing a success. What other points can you offer to keep online marketing a valuable resource for your business?

1. Forcing Immediate Registration: Requiring a new user to register is a reasonable request’after you’ve sucked him in. The sites that require registration as the first step are putting a barrier in front of adoption.

2. The Long URL: Say a site generates a URL that’s 70 characters long or more. When you copy, paste, and e-mail this URL, a line break is added. Then, people can’t click on the link or it only links to the first part of the URL.

3. Windows That Don’t Generate URLs: Have you ever wanted to point people to a page, but the page has no URL? Did the company decide it didn’t want referrals, links, and additional traffic?

4. The Unsearchable Web site: Some sites don’t offer a search option. If your site goes deeper than one level, it needs a search box.

For the rest of his theory, be sure to check out his original article here.