Tag Archives: recognition rewards

A Nine Inch Nails Social Media Strategy Plan- Don’t Give Up Yet Trent!

nin_with_teethTrent Reznor’s (from Nine Inch Nails) recent announcement that he is leaving Social Media because of trolls sums up the need for all business to- “have a plan”. Whether you are a musician or a corporate giant – a Social Media marketing strategy with a clear map to real business objective is necessary.

Reznor (@trent_reznor )says:  “The reason no record label knows how to market anything to new media is they don’t live there. They don’t get it because they don’t use it. What up-2ninyou’ve seen happen with the marketing and presentation of NIN over the last years is a direct result of living next to you, listening to you, consuming with you and interacting with you. Directly. There’s no handlers or PR people here, it’s me and my guys – that’s it. There’s no real plan, even – it’s just trying to do the right thing that respects you the fan, the music, and me the artist. That’s the goal – a mutual and shared respect.”

He is right! In a perfect world he could engage his fans transparently and be free and clear of negative sentiment. But the fact remains- transparency will lead to as much negative as positive. But to combat it, businesses need the resources to answer to both the negative and the positive. Reznor’s comments are nothing more than a call for help- not a white flag!

Here are 5 action items that Trent can do to remedy his troll problem and create a solid foundation fora  true Social Media Strategy Plan:

  1. Hire a Social Media Director – I am sure there are a great deal of recent college grads that would kill to put Nine Inch Nails Social Media Director on their resume. I am also sure this person would work on the cheap! They would be in charge of monitoring, responding, engaging, and consistently push/pulling relevant content to Nine Inch Nails. Essentially being the overseer of the NIN brand in Social Media channels. Instead of Trent doing it, this person will carry out  tedious tasks and put the most important content in front of Trent daily to respond to. Everything between the good ideas to negative sentiment!  This essentially removes the trolls and lets Trent focus on making great music. Lastly, this person will work under NIN’s PR folks.
  2. Purchase a Social Analytics tool– these tools help track, reply, document and recognize real ROI. For $500-$750 per month a business can have a birds-eye view of their social media presence. I recommend Techrigy – although the marketplace is becoming flush solutions. I would suggest demoing several and deciding what would work best for a music artist.
  3. Migrate to Modlife: Because Modlife is fee service for fans to join, it eliminates trolls and allows musicians to create almost their own safe market research community. They can share, test, and interact with passionate fans. My suggestion is to utilize Modlife as a musicians center location, and use Myspace, Twitter, Facebook and Social Bookmarking sites to push information, take information- but most importantly to draw in the “real fans”. The innovators if you will- NIN’s very own market research community. Look no further then what Angels & Airwaves have done here: http://modlife.com/angelsandairwaves Perfect for NIN!
  4. Create a Recognition Rewards Program– Use meet and greets as a way to build a group of online body guards. Dangling a “meet Trent Reznor opportunity” is a stellar reward for being a pro-NIN presence that pushes the band in the social channels. This is enabling and empowering and can be done with nothing more than a bit of organizing and a brief shining of the spotlight on these do-gooders electronically. It is amazing what a simple tweet from rock star can do from an ego perspective.
  5. Build a Content Schedule & Engage– Start doing chats on TinyChat. Conduct monthly webinars and podcasts where fans get to hear new material or offer feedback on what artists NIN should tour with. The content schedule should be focused on the business goals of  fan feedback and innovation to their voice. When you give your customers what they want, you will win their business repeatedly. Once again, the content schedule is geared towards enabling, empowering and organizing NIN’s own market research community. It is no different then what Barack Obama did to get elected.

My life as a social media consultant consists of creating plans such as these-although much more in-depth than this blog. But every business is different in their needs, desires, and objectives. In fact, how each business measures ROI is vastly different.  In Trent Reznor’s case, his ROI is to be able to engage Social Media effectively so he can listen to his customers (the fans) and innovate his music based on their feedback. His desire is no different than a billion dollar corporate empire- to be able to go direct to consumer with new products-thus lowering marketing churn, while having a product that is created based on the voice of the customer. Trent just needed a strategy plan….

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WhiteHouse.gov Is Not Social! But It Could Be…

So many people are giving the Obama administration props for http://www.whitehouse.gov. To me it is a nice first step at making the Government more transparent. But it fails to be an “online community” like some in the Media, on Twitter and blogs have suggested. Here is a quick video I did proving it is purely a push website, and not an interactive community:


Here are 5 things the Obama Administration can do to engage and empower not only the American community-but he world community:

  1. Create an Ideas area  like Dell’s Ideastorm. This can be open to anyone who wants to share ideas that will help America get out of this financial mess. As I mentioned in the video, it could be sharing something another government has had success implementing. Or maybe there is a brilliant nugget in the mind of some 10 year old political whiz kid. Either way- the “we” has been proven to be smarter than the few. Might as well give the masses the vehicle to present the American Government with the nuggets that could really instill “change”.
  2. Events– Conduct live Chats with Senators and key members of the Government. The purpose of these chats is to give people a chance to ask tough questions. Obviously not all of the questions can be answered. But within those questions is valuable Intelligence. Intelligence the Government can use to understand what is really on their citizens minds. For the citizen, it is a way to be heard. For the very reason ESPN is successful using sports chats, so too will the Government. Use Recognition Rewards to drive participation.
  3. Instill empowerment through the use of Recognition Rewards– Great participation should be rewarded in the form of their very own blog post on the WhiteHouse.gov website. Also, Barack Obama is very popular right now. I am sure there are hoards of folks that would share their thoughts for a right to dine with the big guy!
  4. Live Chats During Speeches & Press Conferences – This gives folks a reason to come back to the community. But for the same reasons outlined above, it will give the Government an unfiltered look in the minds of the citizen. It is also would be great if 3 questions from the chat are asked after the speech or during the press conference. I never understood why the media was the only people allowed to ask questions. And I understand that many of the questions are seeded questions. Let’s put an end to that! Every day I get asked questions from customers off the cuff and I am no worse for wear. Government officials are paid a hell of a lot more money then I- they can handle it!
  5. Profiles – Each Citizen can create their own profile. This way they can favorite the topics that are important to them. They can track the progress of the agendas right from their profile. They will also be able be ranked as citizen, and will be able to set reminders to return for events that are important to them. Lastly, they can buddy up with other citizens to create and organize events to push the causes or candidates that they are passionate about.

In the end this takes money. Tax money! But  much of this can be outsourced away from the Government. Community management and moderation can be had! Just ask me and I will send Barach & Co. in the right direction. Come to think of it- wasn’t Macon Phillips hired to be the Director Of New Media for the Obama Administration?


The Common Denominator Between Barack Obama & Chris Brogan

I was sprawled out on the couch chatting with @Alexa about Colin Browning’s blog “Barack, Inc: Let’s Go Change the World” when I saw the following post pop up on Twitter from Chris Brogan.

chris21

Chris’s kudos to @northernchick immediately made me think back to Barack Obama’s victory speech in November when the name David Plouffe was met with a roar of approval.

What is the connection? Obama is now the most powerful man in the world while Mr. Brogan is your friendly neighborhood social networking guru. But the connection is simple-both men are master motivators. They reward great contributions through recognition, acknowledgement and a boost to the ego. It is psychology 101- rewarding acceptable behavior will stimulate similar behaviors in the future.

The fundamental success of both business and entertainment social networking projects revolve around the leaders of the projects ability to stoke the egos of its members to contribute and stay engaged. Forget hammering the value proposition of the community home (that falls in line with brand recognition-a post for another day), once they are involved- how does one keep the members engaged and empowered? It starts with empowerment and recognition. All great leaders are able to rally, empower and motivate. Both Obama and Chris Brogan are successful in the same way.

If you are starting down a social networking path or having limited success with your existing project, start thinking about a Recognition Rewards program. I will have future posts about how those rewards programs can motivate and empower the egos of your constituents. Before you know it, you might be as motivational as the fine chaps I referenced in this post and acheiving the business objectives you set out to conquer.


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