We’ve all become accustomed to the use of acronyms in everyday life.  OMG, JK and LMK are just a few of the text short cuts our smartphones have popularized.  But when someone recently asked me about ZMOT, I had to investigate.  So what IS it exactly?

Zero Moment of Truth (ZMOT) is that moment when you grab your laptop, mobile phone or some other wired device and start learning about a product or service (or potential boyfriend) you’re thinking about trying or buying. I’m sure you know what I mean — you probably do web searches like this every day.  — Jim Lecinski, Managing Director, U.S. Sales & Service for Google

The full book is well worth a read, but simply put, ZMOT is the new way in which consumers are integrating an online component into their shopping experience.  By adding a step to what was once thought of as a 3-step model, (Stimulus, Shelf, Experience) consumers are empowered with digital information and they know how to use it!  As marketers we need to win at ZMOT, and here’s how:

1. Put Someone in Charge
2. Find Your Zero Moments
3. Answer the Questions People Are Asking
4. Optimize for ZMOT
5. Be Fast
6. Don’t Forget Video
7. Jump In

I caught myself in conversation the other day using verbs that didn’t exist when I was a kid. I “googled” an image, then “photoshopped” it right before I “skyped” with my brother in Australia. “Have You Boscoved Today” is a slogan for a major North American retailer, using this very idea. Technology is not only changing the landscape of our industry but the language as well. But is this ever-evolving technology more to our social detriment than we realize? Are we becoming so enmeshed online that we can’t function offline?

Last week we talked about The Social Network… IRL. Taking the Twittersphere a step further into real life by engaging prospective clients face-to-face. Windows 7 creatively used this message as a recent sales platform, addressing the repercussions of digital distractions. As a traditional girl in a digital world, I’ve been faced with my own online challenges. But what I’ve found is that, when used properly (and in moderation,) these advances in technology are tremendous, making communication more effective and efficient than ever before…

My concern is with the future generations. Seeing teenagers more involved with video games and chat rooms than playing games and chatting with each other makes me cringe. The Foursquare app has replaced the recess version of my youth. Call me old-fashioned but I fear an online existence could mar the social function of our children… Doesn’t anyone remember Small Wonder?! Some of my fondest childhood memories are of running, jumping and climbing… Now those are verbs I can relate to!

What do you think are the possible sociological effects of a digital world?

PR as we know it has changed. Gone are the days of blasting press releases to every news wire in your repertoire. The good news is that social media enables you to tailor your message and target those interested in your story. In fact, according to Cision, reporters complain the number 1 reason for blacklisting PR pros is misdirected pitches…. Which begs the question, are you relevant?

First and foremost, the new PR model is about building relationships. Now you can engage reporters via blogs and bloggers during tradeshows. You can even retweet a broadcast journalist you’d like to build a relationship with. There are so many relevant ways in which to reach out, there’s no excuse for “junk mail.”

Here are some additional helpful hints:

• Send out fewer, more personalized, press releases
• Always include an introduction
• Be clear yet concise

Finally, if your release isn’t used, the connection will still be appreciated and remembered for the future.

Are you relevant?

Well, just ask Charlie Sheen – in the midst of his highly publicized downward spiral, he has accrued over a million followers on twitter, after signing up only yesterday… He’s also been on every talk show and broadcast imaginable.  I wouldn’t even be surprised if, by the end of this, he’s approached for his own reality TV show AND a movie deal!  ‘Intervention’ starring Lindsay Lohan and Charlie Sheen anyone?!  When it comes to Hollywood, one thing is certain – there’s no such thing as bad press.  But is the same true for business?  Moreover, can bad publicity actually be good?

On the one hand, no one wants to hear a negative review.  Automatically we assume the worst, bad press equals bad business…  We don’t want to visit a restaurant where Yelpers claim inedible food and slow service.  Then again, this is just one person’s opinion and social media gives EVERYONE the chance to be a critic.

Alternatively, a negative review, if responded to correctly, can be an opportunity to show a positive image of your brand.  Furthermore, leveraging social media can be the perfect channel to quickly react and respond to damaging feedback.  Good or bad your brand is buzz and, as in Hollywood, people are interested in redemption.  If you take to heart what your customers are saying and appropriately review, react and reassess, if necessary, bad publicity can actually be good.

So, monitor the media and when you do get a bad review, reverse it!  Turn crisis into opportunity by responding appropriately and using customer criticism as free PR.  Hooray for Hollywood!!!

Yesterday I did something crazy… I wrote something down on a piece of paper (gasp)… WITH A PENCIL!!!  (pause for reaction)  Remember pencils?  They’re those cylindrical, wooden writing apparatuses we used before computers were invented.  In fact, it was so shocking I literally had to stop and think about the last time I put pencil to paper – and I started having flashbacks to the SAT’s!

Technology makes it so easy to add and delete things with the touch of a button – but I recall the days when you had to ERASE or use WHITE OUT for your mistakes… (do people buy white out any more? Do they even sell it?!)  It felt SO nostalgic to pick up a pencil that it took me back to a simpler time, before technology ran our lives…

If I may, I’d like to take a moment and reminisce about the good old days… When people wrote with pencils, talked to each other on the phone or even in person; before we tweeted, texted or facebooked each other… A time when Kindles were called books, iPads were called note pads and MP3 players were radios…  Were we really so ‘out of touch’ or actually more IN touch with what really matters?!  I had to wonder, are all these advances in technology making our lives easier or more complicated?!

So the next time you reach for that keyboard, I challenge you to write a letter, do a crossword puzzle or draw a sketch (with a pencil:-) and report back.  Perhaps pencils are already a thing of the past but before they end up in the Smithsonian, I hope they can remind us all that sometimes, it’s the simple things in life that give the greatest rewards.

We’re three weeks into the New Year and SO MUCH has already happened! We kicked off 2011 with a New Year’s ReSELLoution. Then we contemplated WWGD (what would Grandma do?) and Things That Make You Go Hmmmm…

We saw Starbucks’ Skinny Logo and Verizon Get The iPhone… Officially. Lastly, we discussed Funny Business and the importance of Listening…. And January isn’t even over!!!

We have an exciting year planned, so please join us next week as we dive into Social Media for B2B companies and explore some of these sites in greater depth. We also encourage you to connect with us on Twitter and LinkedIn (listed to the right.)

And, finally, a viral video for your viewing pleasure:

OK, so if you’ve been following my posts, you know I’m relatively new to Twitter; however, even in my experience, I am appalled at what some people post on social media sites!!!! Where are your manners folks?! You do realize you don’t have to post every SINGLE thought that occurs to you throughout the day, right?! And those of you that tweet about how bored you are at work, or what a #$&@ your boss is, do know your boss is likely privy to this information you’ve posted on the WORLD WIDE WEB?! I mean c’mon… Not to mention, we’re only starting to emerge from one of the worst recessions in history, so consider yourself lucky to have a job that “sux so bad” and remember, you ARE replaceable.

Now, with that said, everyone’s entitled to their own opinion and I’ve gleaned some great information from social media but let’s cut the crap and clean it up a bit… Don’t forget, a large portion of social media users are baby boomers and beyond. So before you post, ask yourself this:  WWGD (what would grandma do?;-)

People’s posts peeving you too?

Ah the New Year, that conventional time of year when we all make (and usually break) resolutions, a fresh start and time of positive change for our families, our businesses and ourselves…  But this year, I challenge you to start 2011 with a different perspective, by setting just one goal, one that is manageable and attainable, one you can actually stick to; if you do just one thing this year, for yourself AND your business – SELL it.  And what I mean by sell is, don’t sell…  Yourself short that is!  Confused?!  Let me sum up…  SELL YOUR BUSINESS BY NOT SELLING IT!

Got your attention?  Great – now I’ll explain.  You may have heard of the concept of “unmarketing” – Well this is similar in theory…  By believing in yourself, what you do and the mission of your company, just being yourself should be the quintessential sales tool you need!  SELL by engaging in your community; social media, charity, the grocery store – wherever you are!  It does take some effort on your part but the end result will be worth its weight in gold!  It’s not about automated responses or impersonal messaging – what people are looking for is that connection, the part of your company they can relate to.  And with the world the way it is today, this should be easier than ever!  Find the tools that work for your business and be yourSELLf;-)

Happy New Year from the Motor Creative Marketing Team!

***A big thank you to Scott Stratten, author of the book Unmarketing

The reason that we use any marketing is to turn it into business – we want more people to know about what we offer and how we can help them. But, the world has become so inundated with marketing, sales and advertising that most of it gets tuned out. The only way to get above that is to try something new, like building a real conversation through social media.

We talk a lot on this blog about the social media tools that you can use, and how to use them effectively. What we’ve been remiss in covering is how those tools can translate back into real business and real contracts. The good news is, turning social networking into business can be made easier if you remember these three keys:

Schedule in person meetings

If you have been talking with someone regularly on twitter for more than a couple weeks, and they are in your local area, why not ask to meet in person? People like to make new connections but social media can only take that so far – you need to take it into the real world. On that note,

Attend networking events

What city do you live in? Enter it into twtvite and it will tell you about local events going on that are all based in social media. Or, better yet, send out a tweet asking your followers about upcoming events. This works well on Facebook and Linkedin. Usually the groups that plan multiple events will have groups you can join as well so you get notified as soon as one opens. These are great because instead of the traditional events where no one knew anyone, a good percentage of the attendees will be people you have at least chatted with once or twice through social media – instant ice breaker!

Remind people what you can offer

While constant promotion and selling is a bad idea, sending out a couple tweets a day about something you can help with is not a bad idea (of course, this is assuming that you’ve also sent out a couple replies, non-selling tweets, retweets and questions). In addition, you should have your blog automatically tweeting when you publish a new post. This will enable you to send a link to your site but with great content in the forefront.

What other ways can you recommend turning social media into real business?