A la George Constanza, I’m going to do this post opposite my normal scheme – starting with the point. To get beyond the stated Techcrunch target, meaning adoption of Web 2.0 technology and applications is steady with the level of readership of the popular blog, technology must be abstracted from the user’s perception.
They don’t need to know nor care about the technology. Does Microsoft claim in its advertising of Microsoft Office that it’s built in C++ using the latest Remote Procedure Call algorithms to create a unified architecture that runs on the latest Common Language Runtime (ps – I made that up)? No, they don’t. And since they defined the industry, I’d say they know what they are doing (sometimes).
In the industry we call it the ‘can my mom use it?’ test. Note: I am not being sexist or ageist but rational. The test includes several examples.
1. Is your marketing confusing to my mom?
My mom doesn’t care if you are next best web 2.0 company providing bleeding edge social networks features that allow you to podcast and blog. If you don’t know these buzzwords, that message gets lost in the tubes of the internet.
2. Is your brand based on the technology you use?
Your brand should never be based on the technology you are using because technology is confusing and will never last the life of your company. My mom doesn’t care if you are a podcasting directory – but she does care if you have relavent stuff for her to listen to.
3. How do you describe your product or service offerings?
If the following words are involved in describing your offerings, my mom doesn’t care: blog, wiki, podcast, web 2.0, social network, ajax, [insert buzzword here]. Don’t restrict your audience to people who know these words.
4. Once she actually figures out what the hell you are offering, can she even use it?
Walk her through tagging, bookmarking, bookmarklets, RSS, OPML, etc. You’ve already created a maze for her to walk through and she made it. Now she’s going to leave because she still doesn’t get it and even more — doesn’t know how to use it. There’s nothing worse than a user who doesn’t really grasp what she’s using and nonetheless cannot figure out where to start using it.
I am not saying to avoid these technologies / ideas by any means. I want people to embrace them and I am banking on the fact that they do. Spouting buzz words may get you attention in the blogosphere or from VC’s but my mom doesn’t care. And if you want to get over the Techcrunch hump you need a message and brand that my mom can understand.
If you still don’t get it think of real world examples you have experienced. How many times have you tried to teach a non-geek the following?
- using an RSS aggregator
- podcasting
- the benefits of online, social bookmarking
- why they need a blog
- what a wiki is
It doesn’t matter if it’s your mom, your non-geek friend, your boss or CEO. Once you spout acronyms, technology, or buzz words they stop hearing what you are saying – nod their head – and say okay. And they never try again.
Abstract the technology and you are far better off reaching a broader audience. Dave Winer recently posted, ‘Let’s ask what RSS is‘. In his sans technology definition he says it is “automated web surfing.” Excellent start.
technorati tags:web2.0, social, software, web, web development, wiki, blog, delicious
{ 0 comments }
