1 Good Reason – Social Marketing

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The Good Enough Revolution and Social Media

August 27th, 2009 · No Comments

I was reading the new Wired magazine article “The Good Enough Revolution” today and was wondering how this mindset effects social media vendors.

The premise of the article is that good enough products are the new revolution. They point to the Flip video camera, Google Docs, and netbooks as examples. All of these products are inferior in many ways to the alternatives, but have been wildly successful because of their ease of use, low cost, and match to the user’s lifestyle.

MP3 audio is lower quality than CD, but people love it because they can share it and get more music on an iPod than in CD quality format. Google Docs is lacking most of the features in Microsoft Office, but it has all of the most commonly used ones.

How to make your social media product succeed in the world of good enough?

1. KISS- keep it stupid simple. This means to make sure your product is intuitive to grasp from the start. If I need to read the directions to figure out how to use it, you’ve failed and lost 50% of your audience.

2. The 80/20 rule applies. 20% of the features are good enough for 80% of the people. And 80% of the features will never be used by 80% of the people. (have you ever used footnotes, chapters, indexing, etc. in MS Word?)

3. Look at the competition and be easier than they are. This is a combination of 1 & 2 above but it’s worth repeating. Life is too complex today for us to learn new stuff that’s hard. You can build an easier to use mousetrap and people will buy it.

In the end it comes down to ROI for the user. Will the time I need to invest to learn to use this thing have a sufficient ROI in my life to make it worth my while? You must make the answer to that question intuitively obvious, or you will find it difficult to succeed.

Next: Applying these principles to Social Media Marketing.

Tanks for reading,
Chris

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Tags: Marketing Monday · Reasons For Net Marketing · Truthful Tuesday

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