“Make sure your products don’t suck.”
When we first spoke with Jimmy in April of 2011, Wikipedia had grown to 400 Million users per month. Today, they are the 6th most popular site - GLOBALLY. They have grown 14% in the last year with over 450 Million unique users per month. Mind-blowing…Below I’m including two key excerpts from the interview – Jimmy’s views on products and on social media. Enjoy!
Jimmy on Products:
Jimmy: Yes, definitely. I mean, Wikipedia was always interesting and worth talking about. And so we always got a lot of attention from the press, good and bad. And one of the things I always say in terms of my advice to brands today, the very first thing is, make products that don’t suck, because all the marketing in the world doesn’t help. And that’s true more so today than any other time, because consumers have access to information. You know, you can’t cover a bad product with more marketing spend. It just doesn’t work.
Jimmy on Social Media:
Companies continue to get smarter with the social media presence – especially in the last 18 months since this interview, but Jimmy’s advice is still dead on. Of course it does not help that certain social media gurus are still encouraging people to buy followers (a nod to Jason Konopinski for pointing out this post.)
Jimmy: You have to be really careful if you think about leveraging social media because you really run the risk of being inauthentic and doing all kinds of stupid things. I think that there are a lot of pitfalls. I think that what you should really be thinking about is community. Thinking about real people who are your partners, your customers, and thinking about how to serve their interests. What do your customers want? Give them what they want and talk about it. Those are the fundamentals. When we think about a social media strategy, too often, people are not really thinking about fundamentals. They’re just thinking about doing some gimmicks to get some Facebook fan page followers which is absolutely useless, and misses the point entirely.
Brian: Why do you think that’s something that so many brands are trying to achieve?
Jimmy: I think it’s an easy metric, it’s easily measurable. You can say, “Oh well, we have this many Facebook fans.” Well, there’s two ways to get Facebook fans. That’s to have actual fans, people who love your products. And two is to have a really good marketing consultant who racks up your numbers.Well, the second is basically useless. It’s racking up numbers for no actual purpose. The first is what you’re really after. You really want people to be passionate about your product because you’ve built something really great.
To hear the rest of the interview, tune in below or hop on over to iTunes. No time to sync? Check us out on Stitcher, all of your podcasts will download automatically. Enter the code brandconnection for a chance to win.