Magnosticism

A couple of articles I wrote for MarketingNPV Journal are now available on their website. The first, “How Do You Measure Engagement?”, examines the emergence of customer engagement as a hot new marketing metric. The problem is that marketers define engagement in many different ways, which makes it difficult to come to any common understanding of its importance. The article looks at the more accepted view of engagement - the emotional connection a consumer makes with a brand - but argues that a better way to frame engagement is around behaviors, not emotions:

It’s important to note that behavioral engagement is not limited to a purchase of a product or service; it encompasses all the interactions that a prospect or customer has in relation to a brand. There are any number of pre- or post-sale activities that can be (directly or indirectly) predictive of a future purchase or re-purchase; they include visiting a Web site, downloading a whitepaper, calling customer service, recommending a product, or even commenting on a blog.

Such behavioral measures of engagement hold the potential to displace awareness and brand preference as interim measures of marketing effectiveness.

The second (related) article is “Calculating the Value of Referrals: Easier Said than Done.” This piece looks at the emerging methods for determining the economic value of customer referrals and other word-of-mouth marketing activities:

Current methodologies and research give us small glimpses of a great universe, but in many ways our current approach to charting WOM is like being an astronomer back in the pre-Galilean era. We can see the moon and the stars, but we have no real frame of reference around how big the universe actually is or the activity that’s taking place outside of our view.

Consider, for instance, that even the most advanced third-party tools primarily track online WOM — a severe limitation when you look at studies like the 2006 Keller Fay Group survey, which concludes that only 8% of brand-related conversations take place online. “Online tracking mechanisms make it easier to track who’s recommending what,” says V. Kumar, the ING Chair Professor in Marketing at the University of Connecticut’s School of Business and executive director of the school’s ING Center for Financial Services. “But still the hole is there, because the offline activities are not captured.”

The good news is that the tools and research methods are improving — much as the modern telescope has evolved from the early models built by Galileo — helping us to gain more informed insight around the real drivers of WOM. 

I came across two important papers while researching the WOM article, which are cited in the feature: “How Valuable is Word of Mouth” from the Harvard Business Review, and “Measuring the Ripple,” a joint effort by Northeastern University and BzzAgent. Good reading if you’re into that marketing geek analysis stuff.  

A new study from a research firm called Grunwald Associates indicates a significant shift in the media habits of children:

Sixty-four percent of kids go online while watching television, and nearly half of U.S. teens (49 percent) report that they do so frequently — anywhere from three times a week to several times a day. … The study reveals that 73 percent of TV-online multitasking kids are engaged in “active multitasking,” defined by Grunwald Associates as content in one medium influencing concurrent behavior in another. This trend represents a 33 percent increase in active multitasking since 2002. While kids are using more media, their attention primarily and overwhelmingly is focused on their online activities.

I don’t need stats to tell me about the decline of traditional TV among tomorrow’s generation; I see it daily in my own house, as my 17-year-old watches downloaded episodes of Degrassi on her iPod, as my 12-year-old focuses far more time IM’ing or fast-forwarding through DVR’d Celtic games than watching live TV, and as my 9-year-old runs around the house making videos and begging me to let him post something on YouTube, or as he surfs for PS2 cheats online, half-listening as Jimmy Neutron drones in the background.   

Sure, there are a few seminal TV events that the family feels obligated to watch live, like the Super Bowl or, to a lesser extent, American Idol. But today’s kids are edging - no, rushing - away from the passive TV experience. I do not envy network execs.
 

Companies are all over the map in their embrace/avoidance of blogs and other social media. Some, especially tech firms, have given virtually free reign to their employees to launch blogs and talk directly to customers. Others are paralyzed by concerns over governance issues and the possibility that some corporate blogger will disclose something that doesn’t adhere to corporate policy or catches the probing eyes of the SEC.  

Even the experts can’t agree on how to approach corporate blogging. In the true spirit of this new medium, a curriculum of sorts has organically sprung up for social media marketing. Start with Jeremiah Owyang, a Forrester analyst who posted on the “three impossible conversations for corporations” (1. Asking for Feedback; 2. Saying Positive Things about your Competitors; 3. Admitting You Were Wrong.) Good, solid advice for the social media novice. 

David Churbuck retorted that those tips are way too basic to be useful for most corporate marketers, who he believes are past the Blogging 101 stage and are seeking more advanced education:

This corporate blogging stuff isn’t a two headed chicken in the freak tent anymore. This is mainstream baby. Anyone writing posts about “impossible” corporate conversations has to step it up – talk about the serious stuff, like – contravening corporate policy by privately resolving a blogged customer support issue and having the blogger publically state the solution and thereby set a precedent for all future complaints. Let’s get into that one and you’ll earn my respect.

Challenged to provide his own advice (as someone who lives the stuff daily), Churbuck offered a couple of Blogging 201 primers: one on the risks of a no-questions-asked blogger appeasement strategy, the other a broader list of 10 topics that he’d like to see more discussion about:

1. Tool and platforms
2. Pronouns
3. Metrics
4. Rogue SMM
5. How to do SMM/SEO right
6. Going Uplevel
7. Organizational Ownership
8. One vs many
9. Review mechanism and buddy systems
10. The politics of being a know-it-all

The pundit and the practitioner have both agreed to dig into these and other social media marketing topics over the next few months, which is good news for any marketer trying to get his or her arms around this brave new world of “customer engagement.”

Of course, any curriculum would be incomplete without some backround reading: I’ve provided a bit of that with a dusted-off interview I did in 2005 with Lenn Pryor, who created the Channel 9 website for Microsoft in 2004 that serves as a touchstone for current social media marketing.

As traditional media companies attempt to turn their Web properties into social networking sites, it seems that MySpace is evolving into a media company. The New York Times makes that point in an article explaining how MySpace, though still operating independently under News Corp., is taking on many of the characteristics of traditional media companies as it builds out its own content. The site has “become very mainstream. It’s about consuming content and discovering pop culture,” co-founder Chris DeWolfe told the Times, which goes on to say:

As a result, the MySpace site resembles a portal like Yahoo or AOL as much as a social networking site. Peter F. Chernin, the president and chief operating officer of the News Corporation, called MySpace a “contemporary media platform” and said the site existed to “create content and connect people to one another.”

A quick view of the homepage shows that the portal comparison is correct. New sections devoted to news, politics and celebrities all feature original or licensed content (in addition to the site’s traditional user-generated content, including, for example, links to celebrity MySpace pages). It’s a pretty clear indication of where MySpace is going, since the new content is a way to attract advertisers - the lifeblood of any media company - without soiling the personal profile pages of MySpace’s gazillion members.

I don’t know if the “mediatization” of MySpace spells doom to the purists who just go there to connect with friends. And there are plenty of people pointing to MySpace’s slowing growth as a sign that the site’s appeal has peaked, but if I were AOL, MSN or Yahoo - or any other media company trying to reload to stay competitive - I’d be plenty worried.

Best presentation I’ve seen on social networking came from Chuck Brymer at the ANA’s annual conference in Phoenix on Friday. Brymer, president and CEO of DDB Worldwide, spoke of online communities as digital swarms, formed through a combination of technological advances and a growing distrust in institutions.

“People used to put a lot of trust in institutions,” he told about 1,200 attendees of the conference, held at the Arizona Biltmore in Phoenix. “We believed what the government said, what the news media said, and even what advertisers said. It’s not like that today. As a society, we are more cynical and less believing. … We no longer just accept what we’re told by people in high places. Instead, we trust those who are close to us. Those with similar experiences. When you put the expanding digital swarm together with the simultaneous rise in trust in friends and family, you have a very powerful combination.”

This power, he added, “irrevocably changes” the roles of marketers. He compared the herd mentality of traditional marketing and advertising programs – communicating to people who passively sit in front of TVs and radios and read newspapers and magazines – to today’s far more active digital swarms: “The herd is passive. It lacks active intelligence. The swarm on the other hand is about actively sharing intelligence, and that is a huge distinction. While you can lead a herd, you cannot lead a swarm. You cannot issue instructions to a swarm. A swarm is not an audience in the traditional sense and it’s not looking to [marketers] for guidance.”

The implications of peer communication and localized information are significant, Brymer said. “Forget the idea that digital is the new media. The real new media is you and me.” As an example, he referenced Allconsuming.net, a site devoted to people “telling each other about the stuff they’re buying, eating, drinking, watching.”

How can marketers enter the swarm? One word: influence. “While you cannot lead a swarm, you can influence it,” Brymer explained. “Influence is one of the most valuable assets a brand can have in a networked world.” Influence, he said, should be measured in the same way we measure share of voice or share of market. “Brands that have influence command attention.”

In a swarm, he explained, success is determined by whether communities are attracted to your brand or run away from it. “Do people see you as a predator or a peer? If you are a peer, you have credibility and influence. As the word spreads throughout the swarm, people begin to flock to you. You gain greater influence and more people seek you out.”

This requires a level of authenticity that many advertisers may not be accustomed to. “Every touch point, every interaction influences whether your brand is accepted or rejected by the swarm,” Brymer said. “Every day, you are being appraised. The swarm is like a modern day Big Brother – it’s watching you, taking your measure, and evaluating your intentions.”

He suggested three ways marketers can influence the swarm:

• Conviction: Brands that are influential, he explained, all start in the same place: with the personal vision and convictions of the marketers behind them. Brands that stand for something – he offered Harley Davidson, Apple and Volkswagen as prime examples – attract followers. “What makes these brands influential is not their size,” he said. “It’s that each believes in something and has built brand communities of influence among its members, who in turn influence others.”

• Collaboration: Swarms want a say in how your products and services look, what they do, and what they should do better. Two examples: Lego, which offers downloadable software from its website that lets kids design their own creations>. Another is Philips, which lets consumers track their individual contributions to protecting the environment by switching to energy-saving light bulbs.

• Creativity: As you would expect from the head of an ad agency, Brymer touted creativity as “the one element that can influence a swarm more than anything.” Creativity is universal, regardless of the media in which it exists, because it allows marketers to connect with people at an emotional level. “Interesting ideas and provocative thinking influences swarms.” The power of the digital swarm is its ability to pass these ideas on virally. One example: an ad from a Dutch insurance company called Centraal Beheer that has close to 1 million views on YouTube:

Brymer closed with a (slightly paraphrased) quote from former Army Chief of Staff Eric Shineski: “You may not like change, but you’re going to like irrelevance even less.”

Former CMO mag colleague Constantine von Hoffman has a new blog called Business and Networking, which if you knew Con or follow his other online exploits would immediately conclude that he’s playing it way too straight with the name. Anyhoo, he has a nice post today on the evolution of social networking from standalone site to online feature, keying off a post by Wired’s Chris Anderson. Con talks about the folly of businesses jumping on the social networking bandwagon without considering the need to provide good content as a hook for snagging like-minded enthusiasts:

Content/information that is aimed at a specific — not general — market. People already know where to go connect with everyone, now they need a place where they can connect with someone in particular. But don’t throw up a site and say it’s for Left-Handed Truffle makers and expect the Left-Handed Truffle makers to come flocking to you and provide all the content. Saying you’re aimed at a group is not enough. You have to give that group something beyond the ability to share videos, etc. That something is some sort of information.

As I pointed out a few months ago, I agree that the next big social networking movement will be toward niche/special-interest groups, not full-blown, category-owning destination sites like MySpace or Facebook. And as I noted on Con’s post, businesses can succeed as facilitators for users who share common interests, but they can’t force-feed community to their customer base.

I did not watch the CNN-YouTube debates last night, so I must rely on others to tell me how this experimental mash-up of traditional and new media layered on top of a presidential debate went. As with any political event, the reaction varies greatly depending on whom you ask.

CNN.com told me that “Questions, Not Answers, Highlight YouTube Debate” and that “YouTube questions were sometimes personal, heartfelt and comical.” Also:

One of the highlights came when a YouTuber asked the candidates to look to their left and say one thing about that person they liked and one thing they disliked.

I had to watch the candidates answer such a riveting question, so I clicked on the “See telling quotes from each candidate” link, sat through a 15-second preroll E-trade ad, and quickly dozed off as each candidate launched into the usual drivel. This was a highlight?

Anyway, here’s how others reacted:

• The Guardian Unlimited in the U.K. proclaimed that YouTube is prompting a “revolution in televised debates,” though it didn’t provide much in the article to back up that headline.
• TelevisionWeek blogger Daisy Whitney called the debates “unbelievably cool and completely emblematic of the times.” Like, you know, very tubular.  
• A blogger for the Seattle Post Intelligencer hit the nail on the head, commenting that presidential debates are pretty lame regardless of the format.
• The LA Times said the presidential hopefuls “embraced the Internet in all its brashness and irreverence,” while cross-town rival LA Weekly News had a different viewpoint, accurately calling the debates “a perversion of Web technology” and adding:

The Net really does provide a potentially formidable challenge to both establishment politics and mainstream media — but not when cheaply manipulated the way CNN engineered this farce. Authentic Web-driven power surfaces most dramatically when online communities exercise collective accountability over institutions and individuals that were once invulnerable to instantaneous public reaction and feedback. 

Uh-oh, not good. I’m sure the Republican version in September will be even more raucous!

Hey, here’s a progressive idea for the pols and those covering them: If you want real citizen-candidate interaction, why don’t you ask voters to submit questions, pick two dozen that represent a good cross-section of the country, and put them in a room with the candidates, so they can have a real conversation and voters can ask follow-ups to the non-answers they get to their initial questions. No time limit. Let them all bring their camcorders to record the event and post their individual perspectives on YouTube. Now that’s citizen journalism.

Back when I had a corporate job, we used to tell employees, Don’t put anything in an e-mail that you wouldn’t want forwarded to another person. The blog has streamlined that principle: no one has to forward your blog posts, because they’re already there, naked,  for anyone and everyone to see (and possibly take offense to). David Churbuck reminds us of this in a post about his interactions with a journalist; even though he did a phone interview with the reporter, the scribe found a juicier quote from is blog and chose to use that in the upcoming article. David’s conclusion:

Hence, if I continue to blog in the same voice and tone, I can expect to get quoted saying that things bluntly suck or rock, or that  the best use of Second Life is trying to get virtually “laid”, or that X is a moron, Y a frigtard, and Z a knuckle-dragging mouth breather. This gives me pause, particularly since I tend to put a different filter on my spoken utterances in the presence of a reporting reporter. 

The concept of blog as public record also should give pause to nitwits like this guy, who was blogging anonymously (or so he thought) while he was a defendant in a medical malpractice suit. Apparently he was providing a running commentary of the trial:

In his blog, Flea had ridiculed the plaintiff’s case and the plaintiff’s lawyer. He had revealed the defense strategy. He had accused members of the jury of dozing.

Nice strategy. After admitting under questioning that he was the blogger named Flea, the defendant settled the case the next morning - for what the Boston Globe reported to be a “substantial” fee.

We’re just beginning to see the courts address the issue of libel as it relates to blogs. The Media Law Resource Center is keeping a tally.

Libel, slander, disclosure of trade secrets - those are the things that corporate marketers and lawyers freak out about when deciding whether their executives or other employees should launch a blog. Traditionalists will no doubt use any news of blogger lawsuits as proof points against unfettered corporate blogging.

That’s an overreaction. The spontaneity of blogs provides a refreshing departure from heavy-handed oversight from marketers who expect everyone to stay “on message” and from corporate lawyers who see potential lawsuits around every corner. But bloggers - regardless of whether they’re on their own or representing their company’s brand - have to be smart about what they’re saying and how they’re saying it. In other words, don’t expect that no one will notice or care about what your write because it’s “just a blog.” 

The Twitter revolution must be official now that Time, BusinessWeek and The New York Times have all covered it. Twitter is a platform for what some are calling “microblogging” - a combination of blogging and instant messaging that has no real point that I can see other than to let people follow you around virtually all day as you keep a running diary of your activities - in 140 or fewer characters. From the NYT:

For anyone unfamiliar with the latest trends in technology, “Twitterers” send and receive short messages, called “tweets,” on Twitter’s Web site, with instant messaging software, or with mobile phones. Unlike most text messages, tweets — usually in answer to Twitter’s prompt, “What are you doing?” — are routed among networks of friends. Strangers, called “followers,” can also choose to receive the tweets of people they find interesting. …

Most twitterers communicate with small networks of people they know, but the most popular have thousands of friends and followers. One of the best-loved twitterers, Paul Terry Walhaus, a gray-haired blogger from Austin, Tex., has 9,177 friends and 1,851 followers, according to the tracking site Twitterholic.

Perhaps I’m just envious of someone who has 9,177 friends (think of the parties!), but this is not for me.  

The general banality of the posts has turned off a lot of folks. Other tweets have had the opposite effect, landing their authors in virtual hot water as a stream-of-consciousness tidbit is picked up and circulated throughout the Web. Unlike traditional IM, Twitter posts don’t disappear after a chat session ends, so something you say in passing is bound to outrage someone, somewhere. The above link (a tweet by Steve Rubel from PR firm Edelman) caught the eye of PC Magazine Editor in Chief Jim Louderback, who responded to Rubel’s comment that he tosses PC Mag in the trash by threatening to cancel Rubel’s comp subscription and boycott Edelman’s tech clients (of which there are many). Rubel subsequently apologized in an effort to save face (and stave off the boycott), and presumably they will both co-exist happily ever after.

There may be legitimate uses for Twitter; I just can’t think of any. BusinessWeek speculates on a few:

In different contexts, say among friends or colleagues, knowing that someone is sick or at lunch explains why they aren’t returning your call or why they’re so cranky, argues Ross Mayfield, chief executive of corporate wiki outfit Socialtext Inc.

For that to happen, the information–or time required to enter it–can’t be overwhelming. And Twitter must refine its filters. Right now it’s possible to direct updates to one person, but imagine if you could selectively reach certain groups of colleagues and filter recipients according to subjects, like restaurants. Already, Twitter tools are popping up, such as maps that show where people are twittering and a Twitter search engine.

Anyway, Twitter founder Evan Williams is obviously a smart guy who has a track record of success with startups (former CEO of Odeo, co-founder of Blogger parent Pyra Labs, since sold to Google). So he’s probably onto something with Twitter, but I’m not yet convinced. Of course, in the late ’90s I thought instant messaging was a huge waste of time, and that seems to have done all right.  

I was a guest speaker last night at Emmanuel College in Boston, asked by a friend to talk to her feature-writing class about B2B publishing (hey kids! consider a career writing about refrigerated transport, microprocessors or food service!). One of the things we discussed, in the context of the print-to-online overhaul of the industry, was how trade publishers are in a great position to take advantage of social networking on the Web. When you think about it, the concept of community is nothing new to trade magazines; they have been engaging with highly targeted groups of readers for decades, first through controlled-circulation print magazines or newsletters, then through their websites. 

In the print world, the cycle went like this: reporters would interview readers, distill their thoughts, pick the best quotes, and write a story reflecting their views, which then would be slotted, packaged, printed and disseminated in magazine form to the rest of the community to consume, passively. The Internet introduced the concept of instant feedback, in the form of a comments or “talkback” box at the end of a story.

Now, next-generation tools and Web 2.0 concepts such as RSS, tagging and user-generated content allow communities of like-minded individuals to connect and interact more freely, effectively flattening out the publishing model.  While that scares the bejeezus out of some editors, it also creates an amazing opportunity for trade pubs to really get to know - and interact with - those readers they’ve been serving all these years. In general, I think the community play of the future will revolve around these types of smaller, targeted groups, as opposed to the YouTubes, MySpaces and other mass-oriented social networking sites.

The benefits of smaller sites are that members will be more willing to participate, instead of just watching others. Communispace addressed this issue in newly released research in which it looked at behavior among 26,539 members of 66 private online communities. From its press release:

Results indicate that 86 percent of the people who log on to private, facilitated communities (average community size: 300-500 people) made contributions: they posted comments, initiated dialogues, participated in chats, brainstormed ideas, shared photos and more. Only 14 percent merely logged in and observed, or “lurked.” In contrast, on public social networking websites, blogs, and message boards, this ratio is typically reversed, i.e., the vast majority of site visitors do not contribute. In fact, in a typical online forum (e.g., wiki, community, message board or blog), one percent of site visitors contribute and the other 99 percent lurk. (Source: McConnell & Huba, 2007. Citizen Marketers: When People are the Message. Chicago: Kaplan Publishing). This disparity suggests that the more intimate the setting, the more people will participate and get involved in the community.

Community development holds potential not just for publishers, but for any company that wants to organize groups of individuals - customers, suppliers or employees - in order to share ideas and get feedback. Online community platform providers like Communispace and Leverage Software are gaining a lot of traction with corporate clients eager to dip their toes into the social networking waters.

Paul Dunay addresses the topic with a post and a podcast on building a B2B community. He interviewed Mukund Mohan, CEO of the Canvas Group, who cites InfoWorld as an example - an indication that trade publishers are indeed warming up to the idea of full-on community as a way to stay connected, and relevant, with readers.