I know… “Let’s put a contest on social media !!”
Ugh. I hate that. Most of the time it means “let’s get our luke-warm customers to tell us how much they love us.”
No. That idea is just 100% marketing fail.
And yet, there’s this. How come this worked so well?
It works because it’s about the story. The love of the contest– not the love of the brand. Nokia didn’t say “make an ad about us” or “tell us how much you love us” or “make a commercial for us”. They just said “do something cool with our stuff”. They got it. Will it sell phones? Well, they have some issues there. Those issues go beyond brand recognition– no marketing initiative can solve that.
But there is a very straightforward lesson If you want to be successful with a contest in social media. If you wish to maintain the faintest hope of viral success, you simply have to release your vanity and your brand standards and trust in your customers ability to create something people will be interested in and share.
or buy some ads.
is bad news for old editors. The kids, however, will love it.
Never the less, I’m willing to give MSFT the benefit of the doubt on W8. Why? Because as both Gruber and Newman point out in their opposing viewpoints, W8’s success or failure is all about what is doing the heavy data lifting. Neither tablet will be doing that “heavy lifting” in OS5 or W8.
Here’s the thing: I think MSFT has a better sense of the cloud than APPL–particularly in the Enterprise environment-(music and entertainment media files aside). If W8 manages data and “heavy lifting” via the cloud in a more elegant way than APPL does via the desktop box or via iCloud, it could well be a winner. That is certainly a possibility (the Ozzy snub not withstanding). Ozzy brought the cloud to MSFT, and he understood its power better that St. Jobs did during those critical years between 2006 and 2009 when all this stuff was getting mapped out.
I will not count MSFT out. Ever. As APPL gets more powerful and the cloud more essential, everyone is now pretty much equally evil. Google can’t keep things screwed down from a security standpoint and Amazon can’t seem to make hardware (sorry the Kindle is just sad now). APPL’s announcement about iCloud will certainly be important– game-changing even, but here’s the thing: APPL’s failed in the cloud over and over. Even if they get it right this time (as it appears), they are only going to get it right for consumers. Sadly, it’s difficult for me to imagine them getting it right for the Enterprise. They don’t even sell their enterprise-grade servers anymore.
Honestly W8 could be a big deal for MSFT and its followers. I still think the UI is ugly, but that doesn’t really matter– elegance and beauty have never mattered to the Enterprise. MSFT’s base is huge and people desperately want a tablet for work. While Keynote is ok, Numbers is a joke (really? no pane freezing?). Office still rules. Does anyone seriously predict “Office for iCloud”? APPL can’t seem to write applications worth a hoot, and I have always been compelled by the haters arguement that Apple’s OS is just Unix in a nice UI wrapper. APPL is an amazing hardware company. Always has been. The genius of the APPL strategy was its ability to master hardware AND distribution (iTunes). MSFT is a software company as is GOOG. AMZN is a distribution company. We will continue to watch power cycle from software to hardware to distribution. Look at the power that T NFLX and CMCSA have now. This may well be the the resurgence of MSFT if GOOG doesn’t get in the way. Android is a huge disappointment from the functionality and security side, it’s market share, however is enviable.
It pains me a little to say it, but this might be MSFT’s comeback if they aren’t too big to fix.
Regardless, I won’t be buying any W8 devices anytime soon.
“The belief that the future will be much better than the past and present is known as the optimism bias. It abides in every race, region and socioeconomic bracket. Schoolchildren playing when-I-grow-up are rampant optimists, but so are grownups: a 2005 study found that adults over 60 are just as likely to see the glass half full as young adults. ”