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Persuasive Picks for the week of 11/29/10

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LinkedIn Launches Share Button
LinkedIn might be a little late to the party with the release of its sharing button for blogs and websites, but it will certainly earn its spot among the many ways you can allow your community to share content. Get the lowdown on the button’s release via this post on Mashable.

How Much Time Does Social Media Marketing Take?
Aliza Sherman shares an updated take of Beth Kanter‘s original 2008 info-graphic on how much time per week social media activities take to implement. The difference between the two is interesting and shows how access to better tools can make us more efficient at getting the job done.

Does B2B Social Media Drive Holiday Sales?
Jeffrey L. Cohen, Managing Editor for SocialMediaB2B.com shares a few tips on how B2B organizations can successfully mix a little holiday cheer into their social media relationship-building efforts.

10 Steps To Kickoff A Social Media Campaign
KeySplash Creative CEO Susan Gunelius shares 10 informative tips to help get your social campaigns started off on the right foot in this guest post on BussinessInsider.com.

Me v Gary Vee: Is Social Media Over-rated?
Techcrunch‘s Paul Carr and Gary Vaynerchuk discuss the merits of social media in this Webby Debates video moderated by CNNMoney’s Laurie Segall.

 

 

The “R” in Marketing – Marketers (and Politicians) Still Missing the Point of MRM

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I’ve been thinking a lot about the “R” in marketing lately – the relationship factor, if you will. That word has always been in CRM but what about MRM? Marketing Relationship Management? I’ve been thinking about how the best marketers today really get this – they aren’t just about pushing content or messaging, but about building the right relationships in order to be heard. Marketers have not traditionally been “relationship” focused. They have been “megaphone management” focused.

Then last night I received a long, two-sided paper letter from a local politician’s party, telling me his long tales of woe and determination and why I should vote for him. And I thought, “Wow, this is so lame. How about trying to build a relationship with me all along, not just days or weeks before a vote?” (Note – this has nothing to do with my respect or thoughts on this candidate so please don’t go there – it’s about their tactics, not my political opinions.)

Marketers (and politicians, essentially your lobbying for votes is marketing) – let’s get smarter about the R in marketing. What does the “R” stand for today and how are you implementing it in your campaigns – or, are you? If you’re in marketing, you need to be thinking about the “R factor”:

  • Obviously, the biggest marketing R is RELATIONSHIP. Just look at that word and really think about it. What does it take to build a relationship – and sustain a positive one – with someone? It takes time, effort, consistency, attention. Repeat.
  • RECOGNITION – show me that you know who I am, you care about what I like and that you recognize my purchasing (or voting) power.
  • And that you RESPECT it. Answer me if I ask a question. Ask questions of me. Make an effort to find me and communicate with me where I am – don’t expect me to come to you anymore. Even if you never do anything with my answers other than acknowledge them, I’m likely to feel a special affinity towards you because you listened and cared enough to ask my opinion or feedback.
  • REWARD – marketers are generally used to “rewarding” loyal customers and potential prospects through recognition or special deals. This hasn’t changed. But what has changed is that your rewards – or lack thereof – will be publicly talked about, blogged about, tweeted about. Make ’em good, make ’em real and make ’em consistently – your reward for doing so will be tenfold through positive, public word-of-mouth. (Another topic here big enough for its own blog post is cross-channel recognition and communications with loyal customers – a new CRM challenge.)
  • RELEVANCY – so you’re on Facebook or Twitter. Congratulations. Who are you following? Who are you enticing to follow your brand or politician? Who are you conversing with? What are you talking about? Make sure it’s relevant to me or your time is being wasted. Show me you “know” me – show me you want to talk about things already on my mind. Don’t come at me with your marketing messages but engage me in a dialogue relevant to what I have already made very clear I care about. Then, I will listen to you and your marketing messages – and maybe even try your product or service (or vote for you) – because you made an effort to relate to me as a customer, voter, prospect…but mostly, a person.

None of this may seem new or earth shattering, but I continue to see marketers every day who don’t get it. They keep pushing their news stream or blog posts or special offers without any dialogue or focus. They talk about Twitter numbers but then hesitantly say, “Oh, um, not really” when we ask if they have a strategy around building fans and followers – the relevant and right fans and followers. They don’t answer questions on Twitter unless it’s a customer service issue – which they immediately try to take “offline” – or they post content on Facebook and then don’t engage with fans who comment. This isn’t so much about the use of social media as it is recognizing the power of building stronger relationships – and how social media opens up such a huge opportunity to do so.

And, as I’ve been bantering about on my personal Facebook page this morning, I see a lot of politicians missing an opportunity to put some “Love” in their “Lobbying.” That is, to connect with a younger demographic through social media – and to use it to connect with me, to talk with me, to not just send me two pages about you, but to show me you care to know a little about me – my needs, desires, hopes and dreams as a voter. I want to get to know you as well – but, only pushing content to me – and especially only around election time – is not productive. Even politicians using social media aren’t doing it right yet. Someone stated this morning that most people wouldn’t be open to it because the assumption is that it would be an aide or a junior executive behind the social media communication. But I’m okay with that – as long as it’s clear – if it means I get to know a candidate in a way that I can relate to, that I get to see their activity, hear from them and ask questions throughout the year – on my timetable, not theirs – and if I feel connected to them. Social media is all about a connection that we’ve never had before – politicians (and marketers!) should be embracing that opportunity to build long-lasting, loyal relationships.

Like traditional marketers, I don’t think political parties are building relationships with the masses. Let me say, I hate your ads. I roll my eyes at your sign-holding-picketers over the highway or in front of the grocery store and your recorded phone messages make me want to rip the phone from the wall. I laugh – in disgust – at the money you are throwing out the window on such irrelevant, surface and old-school campaign “strategies.” I don’t want you to touch my baby, let alone kiss him, and your handshake really means nothing to me if you haven’t taken the time to connect with me, relate to me and talk to me in a day and age when there’s no excuse not to. You’re not a celebrity, so stop acting like one – come “down” and talk to me if you want my vote (or my purchase).

Marketers, social media has changed the R in marketing. It’s about relationships – that is, relating between two entities – and yes, those take time to build, cultivate and keep. But like our personal lives, the rewards are well worth it.

What do you think? Are marketers doing a good job building relationships in today’s social business world?

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A Week of (Soggy) Marketing & Social Media Learning in Boston – Join us online or at IMS at 1 today!

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If you’re in or around the Boston area this week, you already know that it’s a big week for new marketing, social media and business professionals. A flurry of events are taking place as IMS 2010 and FutureM are in full swing. If you can’t join live, be sure to watch the numerous sessions on livestream via The Pulse Network, catch the chatter on Twitter (hashtags: #futureM and #IMS10) or the many blog posts being written by attendees.

Today, you can catch PerkettPR’s Claire Russell presenting “The Power of Reel” at 1 p.m. EST at IMS. She’ll be partnering with Bettina Hein, Founder & CEO of Pixability, to showcase how easy and powerful video is – and how it can help you to not only tell your story but create stronger relationships and impact in your social marketing efforts. Case studies will include work and campaigns from businesses such as Old Spice, Livestrong, St. Louis Children’s Hospital and more.

Not in Boston at IMS today? Then considering joining me at 1 p.m., along with the American Marketing Association, Conduit (a PerkettPR client), John Jantsch, Author of Duct Tape Marketing and Sally Falkow, as we present “5 Must Dos for Social Media Holiday Marketing.” Focused mainly on how SMBs can use social media to successfully – and easily – expand their holiday marketing efforts. Not convinced social marketing is for you? Check out these facts from the press release:

  • More than 50% of the 500 million Facebook users log on to Facebook every day.  In total, they spend over 700 billion minutes per month on the service.
  • People are watching 2 billion videos a day on YouTube; every minute, 24 hours of video is uploaded to the service.
  • Users spend 22.7% of their time online on social networking sites.

I hope we’ll see you either at IMS, FutureM or on the webinar today. Looking forward to sharing insights, learning from others and continuing to merge our online and offline relationships.

Happy marketing!

 

PR Pitching PR – an Influencer Twilight Zone

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In July I gave a presentation at T3PR titled, “Driving your online footprint: PR experts as influencers.” My focus was on how a new breed of PR experts have fast become influencers in their own right through the power of social media and personal brand building: why it matters, how it’s indicative of our changing industry and how the reputation of today’s PR executive matters more than ever.

While PR executives are traditionally the man behind the curtain, the invisibles, the ones who quickly put the right person/product/client in the spotlight – in front of influencers like the media – and then get the heck out of the way, the rise of social media has allowed PR executives to become influencers themselves. Companies aren’t just hiring them to do PR, but to be their web-celeb spokespeople, red carpet correspondents, marketing analysts, brand-to-customer ambassadors or even video/TV stars.

PR executives in general – most of whom may never be on BravoTV – have both an opportunity – and a risk – to show how we really think. It has always been my belief that if you simply talk to reporters and hold your own in a conversation (that is, not just pitching when you want something but rather, an overall practice of sharing thoughts and insights on the products you promote, the industry you’re in, the articles reporters are writing, or business in general) – you will gain a greater amount of respect and ultimately, be more successful in working with them. And over the last few years, several of our industry colleagues have paved the way for “Flaks with Brains.” Some are newcomers, some are veterans – but their use of social media has raised awareness of public relations executives as strategic thinkers – sharing valuable insights beyond the confines of a client’s boardroom.

And that’s great. But what does it mean for the traditional list of influencers that a PR team might compile and pursue? These days, the lines are blurring. A lot of business people blog – especially PR and marketing executives. Every day a new list comes out of marketing influencers, top PR blogs or “Most Powerful Twitter Users.” And even if the folks on those lists are PR industry colleagues, they might be important to your client because of their social media clout.

I know because I’ve experienced this phenomenon from two sides in the last six months. On one side, we had a client who asked us to connect with, promote to and otherwise engage industry influencers on their behalf. A handful of these influencers were people who own PR or social marketing agencies that we often compete against, but whose founders are building powerful personal brands – writing books, speaking at conferences, topping every social media power list – that they are now seen by many brands to be as influential as reporters and analysts. Suffice it to say, our strategy in such cases is not to pitch these folks in the way we would pitch a reporter. It takes a different approach, one that’s just as thought out and maybe even more personable than pitching media. (In an honest side note – sometimes having a client ask you to pitch fellow PR colleagues feels a little bit like The J. Geils Band lyrics in “Love Stinks.”)

I’ve also been pitched by PR reps lately – but usually it’s a very personal approach by a fellow industry colleague that doesn’t feel like a pitch, so much as someone asking for a favor (smart). More recently, I was pitched by a well-known, global PR agency, citing my influence in the blogosphere and asking me to interview their client to help raise awareness of an upcoming show. The pitch “encouraged” me to write about the event and interview the CEO on my blog (which one, btw? #PRtip).

My first thought: “That was a long and impersonal pitch.” My second thought: “That was weird.”

But maybe it’s not so weird. Had the pitch been more specific, I could probably better understand why this firm thought I was worth pitching as a blogger for this particular client. And I might even have found interest in writing something.

All that being said, I’m sure this is happening more and more – PR pitching PR. I can see more clients wanting agencies to pitch marketing and PR influencers who actually work for other agencies but are also strong voices in the social marketing sphere. If you have a client who sells to PR and Marketing audiences, it’s bound to happen.

So how are you building your influencer lists? Do you include PR and marketing bloggers – those who are also industry colleagues – in your outreach? Do you approach them differently than you would a journalist? We’d love your thoughts – and advice to PR pros looking for the best way to break into this new foreign territory.

 

Persuasive Picks for the week of 08/23/10

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Do You Want To Succeed At Social Media Or Social Media Marketing?
Do you know the difference between social media and social media marketing? This post from Forrester‘s Augie Ray separates one from the other by providing real-world examples of each.

How To Integrate Social Media, Marketing and Business Intelligence
This CIO.com post focuses on the various ways Social Media affects a businesses marketing efforts and can lead to “increasingly powerful, actionable and immediate access to consumer sentiment” when paired with business intelligence.

The Problem With Empowering The Customer
SocialMediaExplorer.com‘s Jason Falls provides this thought provoking (and entertaining) post on how encouraging customers to use social media platforms to provide feedback might not always be the ideal channel for collecting such feedback.

Are You Using Social Media as Social Proof?
Corbett Barr visits the long standing concept of “social proof” and explains how effective social media can be when used as social proof in this post on SocialMediaExplorer.com.

What’s Next: After Social Media
This MediaBullseye post from Wayne Kurtzman explains that the next evolution of “social” just might be all about gaming and influence.

Photo Credit: popculturegeek.com

BDI’s Social Convergence & The Enterprise – Advice, Insights & Lessons Learned from Jet Blue, Unilever, Century 21 and more. What’s Your Best Social Advice?

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On Wednesday we attended and moderated two round tables at the Business Development Institute (BDI)’s Social Convergence & The Enterprise event in New York City. I was happy to attend an event with the not-so-usual suspects – fresh networking and opportunities to expand our community are always exciting.

The speakers at the 1/2 day conference ranged from companies such as Harvard to Jet Blue, Unilever to Century 21. Attendees held positions in HR, marketing, business development and other areas of business. I have to say that, having attended a lot of networking and social media events over the last few years, the topics can grow tired. The presentations can all begin to look the same – even infamous Tweets, photos and charts are often reused. But, for the most part, this event was a fresh take on a much-discussed subject: social media in business. I would definitely attend again and encourage others to check out BDI’s events.

The format was three hours of case studies followed by two sessions of round tables where attendees sat down with moderators and discussed pre-determined subjects. I found this of interest because often the attendees have interesting insights and lessons learned to share as well, and typical conference formats don’t usually provide the opportunity for an extended, interactive discussion between panelists and audience. Allowing a few questions from the audience is much different that sitting down with each other after the presentations and really digging into the topics. And, asking the presenters for case studies is a good way to ensure they’re sharing insights and lessons learned – not just observations and opinion like so many of today’s speakers on social media.

Some of my favorite tidbits from panelists included:

– How Jet Blue opened up its communications – and rebuilt its brand – after a crisis in 2007. Speaker Jenny Dervin shared interesting insights into their culture (“we all help clean the planes”) and how they handled customer communications more proactively thereafter – despite knowing it would frustrate in the short run but build loyalty in the long run. Strategies included a video message to crew members and customers from the CEO, as well as a letter to every customer who had ever flown Jet Blue – all in the name of “We’re sorry… please give us another chance.”

 

– “You cannot be successful in social unless you involve the whole organization – let employees engage in social media” – from Paul Hernacki of Definition6. He advises that the entire company needs to be on board for success.  He asks, “Are your employees fans of your brand?” And suggests, “Eat your own dog food – social and the digital lifestyle needs to be part of your company DNA.” He also implores CIO’s to help make it happen by stop blocking of social sites and blogs. “You’re not solving the problem by blocking.”

– “We don’t own our brands anymore, consumers do.” Stacie Bright of Unilever talked about how to handle this new Wild West frontier of social media. “There are good conversations and brand conversations – but we can choose to be a part of those conversations.” Amen. Ignoring the conversations and not making social media part of your business is like my 5-year-old putting a towel over his head and telling me I can’t see him. We also found ourselves nodding in agreement when she said “Have a calendar [for social media initiatives] – anyone can be a one-hit wonder.”

– Consumers want engagement, so humanize your brand – let your employees have real conversations with your customers (what a concept!). From Matt Gentile, Director of PR and social media content strategy for  CENTURY 21. Another great thought from Matt – and one that we have always used with PR campaigns: “‘Measure for success and then adjust for optimization.”

After panels, I moderated a round table called “The Rule in Social Media is that There are No Rules.” Of course, this isn’t completely true – as Doug Chavez, who leads digital marketing for Del Monte, recently told me: “I believe thereare rules. First is that a brand has to listen, second is to engage when appropriate and [value] additive to the conversation, third is that brands need to always be transparent and authentic.” Ok, so he’s right, there are some rules, but the genesis of the “no rules” sentiment is that some companies get too caught up in the rules – instead of thinking about what’s right for their company, they try to find a pre-written playbook or follow only the basics (I don’t know what we’ll do but we must be on: Twitter, Linkedin, Facebook). They fail to create a strategy based around their business goals and often forget that social media is still so new – that while there may be guidelines, the results are still largely unproven. And thus, any “rules” could change tomorrow – or change today if you’re the company willing to take that risk (an example: Ben & Jerry’s abandoning email marketing in favor of just using social media. Will it work out for them in the long run? We’ll have to wait and see).

If you’d like to listen to the panelists and their full presentations, you may do so at BlogTalkRadio.

If you’d like to hear what some of the attendees and online followers have to say about social media, visit our Sweet Marketing Advice site, created to capture advice not only from the attendees of the BDI show, but of our network as well. We wanted to share our offline experiences today with our online community as well. And, as a thank you to those who took the time to share their best tips, we created a voting mechanism for the community to choose the “Sweetest Advice” – the author of the advice that the community votes as the best by 5 p.m. Friday, July 23, wins an iPad. So please visit the site to not only learn some great tips, but to vote on your favorite. You can submit your own advice too, if you’re so inclined, and see what the community thinks of your expertise.

As an aside, we listen to our community and some of the early feedback on our Sweet Advice Contest is that it was just another Twitter popularity contest. That was disheartening to hear but we re-evaluated our contest rules and text after this feedback. Let me be clear that the intent was to open up the experience for those not in attendance, to capture a variety of “best tips” to share with all of you, and to learn not only from the panelists and speakers, but from the attendees themselves. We thought it would be fun – but also useful – to have both the BDI attendees and our online community share their best social media convergence and marketing ideas, and to have the community vote on which advice was best. We changed the auto-tweet button on the site to share each tip as part of the Tweets – in an effort to make the Tweets more valuable.

Of course, entrants are also inclined – and yes, encouraged – to ask their community to vote for them if they like the advice, and they may choose to write what they want in order to get them to do so – but our intent was to entice people to give advice, aggregate it in one spot, ask the community to vote on the best advice and offer an iPad as both an incentive and a thank you for sharing. The advice voted the best – highest number of votes by Friday at 5 EST – will win an iPad from us, and the community benefits from an aggregated spot of great social media and marketing advice. Enjoy.

Special thanks to BDI and Steve Etzler for the wonderful conference and the opportunity to participate. We learned a lot and met some really great people. Great job on the conference.

 

Persuasive Picks for the Week of 6/21/2010

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Lacking a game plan when it comes to social marketing? You’re not alone. Social Marketing continues to perplex many marketers, according to eMarketer. In its article, “What Makes Up a Social Marketing Strategy,” the critical components of an effective strategy are reviewed, with some startling facts of how many marketers are still operating this element of their campaigns “without a game plan.”

Social media with a business twist. Tony Bradley of Network World writes about Salesforce.com’s unveiling of Chatter this week at Cloudforce 2010. “Chatter brings social networking to the enterprise in much the same way salesforce.com brought Web 2.0 to the enterprise–enabling the benefits of social networking to be utilized for new strategic advantages.”

Top 10 Most Tweeted Brands – if you’ve never checked out the weekly “10 Most Tweeted Brands of the Week Chart” by AdAge you might find it an interesting – or at least entertaining – bookmark. This week, Simon Dumenco outlines how the Twitterverse tells the media to “shut up” and why being a trending brand on Twitter is not necessarily a good thing, among other things.

Can you hear me now? Apple addresses iPhone 4 reception issues… or not. CBSNews Tech Talk discusses Apple’s lack of PR advice for Steve Jobs in dealing with the iPhone 4 antenna issue. “Allow me to make the official introductions: Steve Jobs, meet Apple’s PR department. Apple’s PR department, meet your boss.”

Twitter, PR and BP. TechCrunch takes a look at the lessons. TechCrunch”s post, “When Social Media Becomes The Message: The Gulf Oil Spill And @BPGlobalPR” takes a look at how BP is floundering from a PR perspective, and how social media can take over and shape your company’s message – whether you like it or not. “Someone on Twitter or elsewhere on the Web  will find ways to challenge the message, as @BPGlobalPR is doing.” The PR lesson here – credibility counts more than ever.

 

 

 

I Know You, I Know You

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At last week’s PRSA T3PR conference, one of the audience questions to me was whether or not today’s “marketing celebs” overshadow their clients. The question was asked with the comment, “I know a lot of the marketing ‘Twilebrities,’ for example, but I don’t know any of their clients.”

My reply was that I didn’t think it was an issue – that maybe you are not the client’s core audience and therefore the marketer hasn’t promoted any of his or her client news to you. You may know the marketer because he or she talks about marketing, business, PR, social media – all things you would want to be paying attention to as a fellow marketer. But, if their client sells widgets and you don’t buy widgets, it makes sense that you wouldn’t know the client. In fact, dare I say the marketer might be doing a bad job – over-promoting his or her own work to the wrong audience – if you did know all of his or her clients. Wouldn’t it get annoying if they talked so much about their own work – instead of promoting to you what you find valuable, such as shared insights, experiences and – when the time or circumstance is right – client news, products or services?

Here’s an example. A year ago I had a conversation with Jason Keath, founder of SoFresh, a social media conference for marketers. At the time, he was consulting for several companies on marketing and social media. I paid attention to Jason because he’s a fellow marketer and I was interested in his posts about marketing. I learned about some of his client work as well – but to this day the only client of his I remember is one that I was personally interested in (because it involved shoes). Likewise, I follow other industry colleagues and competitors because I’m interested in their marketing and PR insights, not necessarily because I’m interested in their clients’ products and services. I remember the ones that do apply to me – something I would buy or use – but I pay attention to the marketers because I think they have smart things to say about marketing, PR and social media opportunities and challenges.

Some, like Kelly Cutrone of People’s Revolution, I learned about and began listening to because she’s a PR veteran and I am interested in learning from her. Now, as a lover of fashion, I also happen to pay attention to her client work. But even if I weren’t a fashion fiend, I’d follow what Kelly does because I value her stories and experiences in PR.

What do you think? Are today’s influential marketers overshadowing their clients?

PS – Just for fun, my headline’s a nod to an SNL skit. Who knows which one?

Photo Credit: Michael Halsband

Constant Contact Acquires NutshellMail; Social Media Marketing Made Easy for SMBs

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By now, you’ve likely heard the big news on our client front today – Constant Contact has added social media marketing to their arsenal of tools for small businesses and organizations, through the acquisition of NutshellMail. Now, while I may be biased, I can honestly say that NutshellMail does exactly what the name implies – captures your social media networking in a nutshell so you can easily keep up and not miss a beat. I’ve been using the tool for a while now and am happy to be able to spread the word –  I find it invaluable for keeping up with all of the great conversations that I don’t want to miss.

In about five minutes time, you can be set up on NutshellMail and choose how often you receive an aggregated e-mail delivery of your most important messages across networks such as Twitter, Facebook and Linkedin. Why is this important? Because one of the biggest frustrations or roadblocks we hear about from businesses who want to include social media into their marketing mix is lack of time. It’s time consuming to log into each network and keep up with not only your replies, but the topics that are of interest to you and your business. NutshellMail makes it easy – you see all your network activity in one snapshot. And I love that I can reply across networks directly from the email. Other options let you see who your new followers are – or who stopped following you – which can be helpful in analyzing what content is compelling and what isn’t.

I’d love to hear what you think. It’s free and easy – so if you try it, please share your thoughts. And stay tuned to Constant Contact – as you know, they also offer Email Marketing, Online Survey and Event Marketing – as they plan to add more social media marketing tools that will help small businesses and organizations easily execute the most effective and successful marketing programs possible.

For more information, check out the video below or details on Slideshare.


Social Media Marketing Made Simple for Small Businesses – VideoTechnorati Tags: , , , , , , ,

Social Media is a Fad … Like Websites Don’t Matter

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Today I heard at least three different people comment that social media is a fad. Although they were positioning it in jest, there was also a bit of questioning in their tone. So let me ask you this:

– Do you use email?
– How often do you IM?
– Do you have a website? What about a blog?
– Are online ads still around?
– Do you Google?
– Have you tried Bing?

Social media isn’t any more of a fad than these very technologies that you and I and millions of others use every day. “It’s just a fad” – unless you’re talking about fashion and style – tends to come from resistant-to-change-and-scared-of-being-left-behind people. I remember when instant messaging was first used in the office of my PR agency back in the early 90s. A lot of people complained about it and said they’d never use it, what was the point when you could just pick up the phone, etc. Personally, I think they were just terrified of IM’ing messages to the wrong person (which was always an enlightening event usually resulting in insults), but eventually they came around to understanding that IM offered a different kind of value than the phone. And one that they wanted.

Similarly, we used to represent a provider of ad blocking software. This was hot stuff in the mid- to late 90s, as many people hate online ads and even more predicted the demise of the online ad market altogether. Yeah, I think we know how that worked out (if I had a dime for every start up business plan I’ve read where advertising is the revenue model….).

Social media isn’t going anywhere. It’s not a fad. Sure the hype will die down – but that’s a good thing. Once the novelty wears off and growth steadies, the market will shake out, the less useful technologies will fade away, the user demographics will be easier to plan around, and we’ll all have a clearer picture of what value it all brings to business.

What do you think?