Marketing Apple: Secrets of the World's Best Marketing Machine

Live from Vilnius

Hi everyone!

I'm giving a keynote speech in a few minutes here at the Siemens Arena in Vilnius, Lithuania at the Login09 Event. I'm speaking about how Apple returned from the brink of bankruptcy using great design and great marketing.

In particular I will spill the beans about how Apple pioneered in social media long before it was called social media by addressing very human needs of community, purpose and connectedness. I'll try to liveblog today. In the meantime enjoy this picture of the local language version of Leander's book on Steve Jobs.

I really enjoyed my talk.  Great crowd, fun social media experiments.  Here are a few more photos taken live from my iPhone (the last one while on the stage live)

 

 

 

True Power of Social Networking

So I was checking my blog stats today and noticed a link from YouTube.  Naturally I followed it and found a 20 year old pharmacy student, DRBUK who is clearly a passionate member of the Apple community, pontificating over my free eBook with just a webcam and microphone. Editing be damned.

I left a message for him via YouTube and he quickly responded.  I told him I'd blog about it today and send some traffic his way.  Feel free to hit him up and see his unique take on my eBook.

I consider this another example of the power of social networking.  I don't know Adrian (that's his name) and he doesn't know me.  Yet a quick look at my website analytics and I found someone clearly as passionate about Apple marketing as I am.  Networks like Ning let like minded people find each other, tools like Eloqua enable marketers to gauge the interests of prospects, and solutions like Dimdim enable real-time, rich media interactions.

I'd love to hear from you about interactions like this that would never have been possible just a few years ago.  Sometimes you need to stop and take a breath to realize just how connected a world we now live in.  In any event, this is a wonderful time to be a marketer.

BTW, I'll be giving a keynote speech on Apple's Social Media Secrets in Vilinius, Lithuania next week, June 4th as part of the Login '09 event.

P.S. Steve Jobs will make a surprise appearance at WWDC.

UPDATE: Just got a Google Blogsearch Report pointing to another multimedia file today.  Enjoy.

Web Conferencing Made Easy - Signup for Dimdim Web Conferencing for less than $20 per month!

iPhone vs Pre

Lots of people are making a big deal about the collision course that the Palm Pre and the iPhone are on.  Today the Palm Pre was officially given a ship date: June 6th at a $199 price point (after rebate.)  Not coincidentally, this is 2 days before Apple's Worldwide Developers Conference (WWDC as it is known.)  Not surprisingly, people are Twittering up the Palm Pre today and many are speculating that the iPhone finally has real competition.  Engadget is even running a poll today where one of the choices (currently the most popular one) is "are you waiting for WWDC" before you buy one.

Needless to say, the Palm Pre has benefitted from early buzz of Apple-level proportions.  This is rare for any company, but particularily amazing considering Palm was widely believed to be near bankruptcy.  [And it is no coincidence that many former Apple folks now work at Palm who learned their marketing skills at the side of the Master himself.]

The Pre is to Palm what the iMac was to Apple: a new product where innovative marketing is just (or even more) important to the success of the company than that product's feature set.  The iMac marketing (and subsequent iMac sales) saved Apple from bankruptcy and paved the way for the iPod and iPhone succcess. 

Will the Pre do the same for Palm?

BTW, today is my birthday (I'm 9 years younger than the other Steve) if you Palm guys wanna send some Pre love my way ;)

One Billion Apps And Apple Earnings Hide a Surprise

You saw in yesterday's news that Apple had a good quarter in spite of the economy and doubled the number of iPod Touchs sold. (I helped; giving away four myself).  What's more, today Apple broke through 1 billion apps downloaded.  At the same time, Tim Cook declared that Apple isn't interested in building crappy netbooks with tiny screens and cramped keyboards.

What is hidden in plain sight is this: Apple already has.  It's called the iPod Touch.

A computer that fits in your pocket, runs any type of software imaginable, plays your songs, tracks your calendar, even does email and phone and Web when near WiFi.  This thing is a netbook!  (tiny screen and crappy keyboard notwithstanding)

This is typical Apple.  They tell us they aren't interested in a market, then they produce something just a little different and declare the market has changed "One Billion Apps!" and now they are leading it.

When I worked at Apple we used to tell a joke that went like this:

Q: "How many Microsoft engineers does it take to change a lightbulb?"
A: "None.  Microsoft will just declare darkness as the new standard."

How the times have changed.

Btw, I'm still giving away stuff.  Best chance ever to win something every day is right here.

Is Apple a Rave?

My good friend David Meerman Scott's great new book "World Wide Rave" is rising up the business book charts because its practical advice makes sense in today's economy. Put simply, Rave looks at what triggers a worldwide phenomenon and how any marketer can use modern tools like blogs, Twitter, and social media to have buyers notice and take action.

This is similar to one of my 5 Secrets of Apple Marketing in my free eBook: how to empower users to help you generate lift for your products or services. David has a whole case study in his book about how I launched this MarketingApple blog and explores other success stories in a clear, conversational style. He even made the book portable; it is small and easy to read, share, and in my case strongly recommend.

While David has not focused on Apple's amazing turnaround and the runaway success that started in 1997 with the launch of the iMac, I think it is fair to say that even though Apple pre-dates the social media tools David outlines in his book, Apple blazed the trail around exciting and connecting users via multiple World Wide Raves. Maybe that story deserves its own volume.

In the meantime buy this book (it's right there in the right side of this page in my sidebar) and learn even more secrets you can employ today. Enjoy!

Web Marketing just got easier

If you've been following my tweets and facebook profile you'll notice that Dimdim just launched version 5 today. In my spare time as their CMO, I'm attempting to use Apple's "5 Secrets" that I share in my free eBook to help Dimdim achieve success via better marketing.

One of those secrets discussed is "Empower Early Adopters."  To do this, good marketers must provide simple tools to help their early customers spread the word. YouTube is an excellent example of how a simple embed code and a watermark made it possible for anyone to post video on their website. Right now Facebook is using a similar tactic to encourage others to join. Search for a friend on Google and if they have a Facebook profile, Google will report that "Jane Doe is on Facebook" with their profile picture. Click it, and you are asked to join Facebook to reconnect.

Dimdim is taking a similar approach - making it possible for anyone to sign up for free to host web conferences with up to 20 people using our free hosted version. We've eliminated any need for extra software to be installed on attendee's computers so people join your meeting with one click. We've shipped open source versions so you can download and install it on your own servers. We even post an open API guide to create all kinds of mashups. And it is working. Now nearly 2 Million people are using Dimdim.

What I believe is really exciting about Dimdim is how it can help marketers spread their words for less. Want to host a webinar to get the word out but don't have much cash?  Sign up for Dimdim, schedule the event, grab our new Webinar Widget, and paste it on your site. People sign up just by entering their email address and you hold your event in Dimdim.  Now people can see and hear you, watch your presentation, ask live questions and get to know you and your product. Simple! I do a weekly live webinar on Dimdim; here is that new widget - I'd love to see you next week:

Enjoy using Dimdim and let me know how it helps you or what else you need. We're listening carefully to the needs of the market and innovating as fast as we can. That's one reason why this blog gets updated infrequently. Here is our embeddable launch video - there are many more on our site.

Microsoft Fights Back

I'm glad to see this.  Seems like some people in Redmond think that with Steve out of action, now is the time to strike.  I'm eager to see the commercials - not just for their creativeness - but to see if their timing is right.  Apple is in danger of all fads - too much for too long tires people out. Can Microsoft become cool again?

I don't know but my gut tells me that Apple knows this and they are waiting for the perfect time to shock and awe the world again. All those iTunes dollars are funding something big...

As soon as they sense Mr. Bill & Co. have closed some psychological coolness gap, Apple will do something amazing.  Or perhaps Apple's time in the sun is over for a while.  We'll see.

Update:  So just when I was willing to give Microsoft the benefit of the doubt, I see them up to their old stupidity again.  I discovered that these ads are online, at Microsoft's own website.  So I wanted to watch them.  But then I got this message:

There is no way I'm installing another plug-in on my browser just to watch videos.  Microsoft should know this is the kneejerk reaction of all Mac users - and most other web surfers.  The videos should have been in Flash or MPEG2 or even WMV.  Want to really impress those Mac guys?  Offer an HD Quicktime version.  But this is a marketing site who's purpose is simply to spread the word.  And you have to make it easy for your customers to do this.  I'm spreading the word:  Microsoft still doesn't get it. Call me Steve (Ballmer) if that's not clear enough for you.  Oh yeah, and read my eBook!  It's a PDF and it's free.

Mac Fans Fight Back: Love the Mac Fanboy response to this ad: guy offers to give his 17" MacBook for free!

One more: Did Microsoft FAKE Lauren's entrance to the "Mac" Store?

The news is getting crazy

Crazy day.  Pick the fake story:

A. Stock market finally goes on fire.
B. Woz dances on national television.
C. Jobs makes rare public appearance at Disney shareholder meeting.
D. Chuck Norris turned 69.

Read this story to figure it out.  Let me know if any of the above is meaningful to you.

iTunes App Store Marketing

We're entering a new era in marketing where marketers must relate to real-time information on their product's popularity and awareness.  This story tells a great deal about how marketers who want to leverage Apple's own systems need to be aware of the nuances of selling low-cost applications via the AppStore.  Never before have marketers needed to be so in tune - in real time - to the needs of their customers and of pricing sensitivity and to inherent opportunities in the market.

It's as if you need to be ready to change the price of the lemonade at your stand based on the every changing patterns of traffic, weather, size of the glass, temperature, economic outlook, and the whims of your early adopters. 

It's a wonderful time to be a marketer - if you realize that everything you were taught is rapidly being supplanted by the real-time information you collect from the customers you actually reach as opposed to the ones you targeted in the first place.  Welcome to what my good friend David Meerman Scott calls "word of mouse."

UPDATE: Another study confirms the same.  Things are changing quickly in the online app world and marketers need to change as rapidly.

Sometimes you get noticed

Been traveling a lot (just returned from India!) and haven't been able to check out the Internets.  Found this story about me and how Dimdim is much like Apple and thought I'd pass it along.  BTW, we are out to change the world for the better.  In the future your ability to show someone your computer screen while chatting with them live using VoIP and video will be as commonplace - and as expected - as your email address or mobile number.  I truly believe that real time, rich media collaboration the likes of Dimdim will make the world a better place.

Why Dimdim?  I believe that the future is simply the practical application of common sense.  This makes sense.  Someone once said, "the best way to predict the future is to invent it."  We're literally in the process of inventing the future right now.  Come try it out for free, (no plug-in required to try!) and stay around for some stunning new features that will curl your toes real soon now...

Wither Steve Jobs

OK, so now it gets serious.  I've lost track of how many times I've been asked when/if Steve will step down as Apple's CEO. The answer is yes. Some day he will.  Get ready for it.  Perhaps that day has arrived.

It is instructive to observe that what is playing out in the media today is a very good example of how NOT talking/marketing can hurt you more than being transparent.  It started with no news, just a photo of a thin Steve.  People speculated.  Rumors started.  Stock dropped.  No update.

Then Steve shared.  "It is a simple fix."  Some were relieved.  More were skeptical.  People worried.  Stock teetered.

A week later Steve shocked.  "It's not that simple.  See you in the Spring." Now people are really worried, lawyers sharpen pencils, stock freefalls, TV analysts battle.  

All this is a future HBS case study about how the world's best marketing company refused to market Steve's health or sickness effectively.  People give Apple a long leash in hiding product information until they are ready to launch - there is something actually fun in being surprised.

But when it concerns the health of their enigmatic leader and King of Tech, any surprise is shocking.  There is never a good time to ship sickness.  I think Steve/Apple knows that, but wanted to separate the company from the man. But that is an impossible task even for Steve. So now Apple's credibility suffers just as the man physically does.

See, they are inseparable.  

I sent Steve a personal note last night wishing him well and letting him know that the world is a better place because of his being in it.  Let's put the marketing/business issues aside and say what we all feel:

Get well Steve.  We already miss you.

Thank you Steve for Openness

Today Steve tried to stop making his health become news and made news. Not so much that he shared what he now knows about his alarming weight loss but rather he issued a public letter about his personal condition.

This is blogging 101: sharing your personal thoughts and feelings about something you feel will be interesting to others.

Steve, congrats on the fact that your health should soon be a non-issue and kudos for opening up. Now witness what this type of regular communication can do (in the form of the free publicity you derived today) for Apple and its future leaders.

And now, some Apple levity, thanks to the fine folks at the Onion:

Apple Introduces Revolutionary New Laptop With No Keyboard

Behind the Macworld Curtain

Okay, so people are having a field day with Steve's no-show for this Macworld, the last for Apple.  Does it mean Steve is transitioning out of the company (yes, he has been for 16 months now) or that Apple has no new products to introduce (they do, and they will surprise you) or that Steve is dying (we all are)

I enjoyed this article - written by an ex-Appleite like me - who can attest to the pressure and challenges that working at Apple affords and rewards.  A Fortune column thinks that Phil's "one more thing" will actually be Steve himself.  Both need to remind Steve to open up, as my previous post implores.

But if you've listened closely to Steve in the last 3 Macworld keynotes you'll hear him tell you the real reason why Apple doesn't need Macworld anymore.  The Apple Stores.  More potential customers (and not the Apple faithful who attend MacWorld) were introduced to a Mac than attend 12 Macworlds.  That's a Macworld every month.  And that was 3 years ago.

Today with the Apple Stores, their website and their fantastic marketingApple can create the type of buzz it needs while it generates the sell-through required to succeed.  And that several million dollar payment to IDG for Macworld can go into developing even better new products or marketing more effectively the ones they have now.

Dell's Green at Apple

Old news by now, but an interesting point not apparently picked up much in the blogosphere.  While Dell's Bob Pearson points out that Apple's claim of being the "greenest family of laptops" rings hollow, his first point hits home:

"#1 - Be Part of the Conversation - It is important to listen, learn, ask more questions and be willing to admit it when you are wrong. We don't recall Apple joining the conversation about the environment, either via key conferences or the blogosphere or via reporter meetings. In fact, we believe Apple employees are not allowed to blog, as far as we can tell. If you want to make "big claims," you should be willing to tell "big stories" in an open environment and let others critique your efforts. Don't skip this step and go right to ads that may not even be truthful."

Apple tends to get away with speaking without listening.  Imagine how much more effective they would be if they would open up more, and take a social approach to conversing with their customers.  Even if Steve doesn't want anyone to blog (so he can effectively control the message) imagine how many followers an official Apple Twitter account would have?  Imagine how many people would instantly know, and spread, the official Apple party line.

Steve, open up.  It will make you feel great.

Apple-type Marketing Sends Redskins to Pro Bowl

Many of you know that I'm a huge (and frustrated) Washington Redskins fan.  And so it is with some delight when the worlds of Apple, marketing and football collide, as they did in this story.

Basically, Redskin marketing was more successful than the team itself, proving once again that  great marketing can improve the perception of mediocre products.  Something Apple learned a long time ago with the iMac.

Now, Mr. Snyder if you are reading this, please give me a call - you'll find my phone number on the back of my free ebook.  I have a solution for the rest of your woes.