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20Apr/09

Marketing Mondays | Where the Magic Happens

Robert Scoble is a geek.  He was an evangelist for Microsoft for three years and is among the top social media strategists.  As of today, he is being followed by 82,411 people on twitter.  As much a large groups play a huge part in web 2.0 (or whatever we’re calling it now), Scoble reminds us that to practice what some of you have always known: that intimate, small-group interactions are where the real magic happens.  It’s leveraging social media to implement these interactions that is key:

Pierre's chalet (view from the hot tub)

In all the hype about celebrities over on Twitter and Facebook we’ve forgotten something: experiences you have with crowds of other people are rarely magical unless it’s a concert and, even then, I’ve seen musicians give concerts to four of my closest friends and then go out and give concerts to thousands of people. I would rather have the small experience EVERY TIME. Which is one reason I like Peter Himmelman’s Furious World so much.

I’ve been around the world. I’ve met some of the smartest people in the world. Just this week I shared a Guinness with the deputy prime minister of Ireland.

But as I get around the world I find I’m not chasing the crowds. I’m chasing the magical experience.

What are some of the magical experiences in your life? Bringing a kid into the world is one of mine. Two people. And a doctor and nurse. The power of four again.

Getting married? When done best there are only a few participants: two people, a minister, and a witness. Four people.

A great dinner out? I’ve found that if there’s four people at the table that you love it always is magical. Five or more? Introduces noise and reduces the magic.

Laurent Haug, founder of LIFT conference

This is something I’ve discovered thanks to Laurent Haug, founder of the LIFT Conference in Geneva, Switzerland. He invited me to spend time after the conference at his friend’s Swiss Chalet.

It is still the most magical experience I’ve had with someone I’ve met online.

Just a small group hanging out over a weekend, skiing, eating food that’s not good for us, taking photos, hanging out in the hot tub drinking Laurent’s friend’s expensive brandy. You can see the photo of the hot tub on this post.

Laurent shows us CoComment

It even turned into one of those product launches that really sticks with me, when Laurent (pictured here) showed us something he was working on called CoComment. I no longer use that service, but laid the groundwork for a variety of others, including Disqus who I’m headed to see today.

The point is, that magical experiences in life are — for me at least — those that are small and done with four or so other people.

So, why don’t our social networks try to get us to split up into smaller groups? Facebook and friendfeed do, in their various ways. Yesterday I signed into Facebook for the first time in a while. I tried importing my Tweets and instantly got complaints. Why? Because the usage model there is all about talking with small groups of friends.

While Twitter gets the hype and chases the big crowd experience I’m left noticing that Facebook might run away with the real monetization prize: because Facebook is better setup for having magical experiences online with small groups of friends.

How magical? For the past few weeks Maryam has been showing me some of the conversations she’s been having with old school friends from around the world. She’s giddy that she’s finding cousins and old friends she hasn’t seen for decades.

Magic.

I look at my friendfeed experiences, too. I’m starting to put people into separate lists. Four at a time. I imagine having dinner with them and having a conversation about something.

This is a technique I learned from Linda Stone. When she invited me over for dinner she sat me next to a famous author and a famous Microsoft researcher to see if magic would happen.

This is something that many PR people and big company employees never get. Read Tara Hunt’s experience of trying to find book reviewers. She’s chasing the magical experience. Her PR company is chasing “bloggers with reach.”

Hint: Tara is right. The magic is with people who care. The magic is in small numbers. The magic is in creating an experience that has nothing to do with a committee. That post is something every PR and big company employee should read and understand at a deep level. She wants to create magic (she calls it Whuffie) and she knows that if she has a small number of people who are fanatical about what she’s doing that that’s how it’ll get done.

Anyway, just one of my thoughts as I am working today on Building43 — we’re looking to find people who are fanatical about the Internet and create a magical experience. I wonder who I should invite to dinner?

Here’s another example. Tomorrow at 3 p.m. I’m getting a tour of the Monterey Bay Aquarium from the guy who does their friendfeed/Twitter communities. I can get three other people into the tour. The first ones who email me at scobleizer@gmail.com get in.

What kind of magical experiences are you trying to create?

21May/08

April Small Business of the Month – Silvermoon Drive-In

Silvermoon Drive-In Theatre
4100 US Highway 92, W.
PO Box 1528
Lakeland, FL 33802-1528
863/682-0849


The light of the silvery moon is still shining bright on the Silvermoon Drive-In Theatre as it celebrates its 60th birthday this April. On April 14, 1948 the Silvermoon Drive-In, located on U.S. Hwy. 92 W. in Lakeland, opened with the promise of family entertainment at very affordable prices. Today the Silvermoon continues to fulfill those promises with affordable first-run movies on two screens, seven nights a week, and even a flea market and swap shop on the weekends.

Silvermoon Drive-In was the first drive-in theatre to open in Lakeland, and it is the only one remaining, and one of only a few left in Florida. With a beautiful flashing neon sign and marquee that still attracts the attention of those traveling along US. Hwy. 92 W. today, Silvermoon has a refreshment center that offers handmade and homemade pizza and many other delicious selections. You can enjoy listening to the movie through your car radio, or if you want to feel nostalgic they also have in-car speakers available.

The Silvermoon is owned and operated by Harold Spears who began his movie theater management career in 1954, and today is the President and CEO of Sun South Theatres, who also own and operate the Joy-Lan Drive-In Theatre in Dade City. At the Silvermoon 70% of attendees are regulars, and some drive great distances to enjoy the drive-in movie experience. In the early days of drive-ins most attendees were teenagers, today it attracts a cross-section that spans from teenagers and young families to retirees and all folks in between! Mr. Spears’ corporate philosophy of delivering the very best entertainment experience at the most reasonable cost is evident as Silvermoon Drive-In Theatre continues to thrive and remains a landmark people love to frequent. Happy 60th Birthday Silvermoon Drive In-Theatre!

The Lakeland Area Chamber of Commerce would like to congratulate the Silvermoon Drive-In Theatre as the Small Business of the Month for April.

Nancy Cattarius (Hall Communications) & Harold Spears (Silvermoon Drive-In)