September 4, 2013
September 4, 2013
July 22, 2013
HBR.com has just put up a post of mine about some new guidelines for “paid content.” The guidelines come from the PR and marketing communications company Edelman, which creates and places paid content for its clients. (Please read the disclosure that takes up all of paragraph 4 of my post. Short version: Edelman paid for a day of consulting on the guidelines. And, no, that didn’t include me agreeing to write about the guidelines)
I just read the current issue of Wired (Aug.) and was hit by a particularly good example. This issue has a two-page spread on pp. 34-35 that features an info graphic that is stylistically indistinguishable from another info graphic on p. 55. The fact that the two pager is paid content is flagged only by a small Shell logo in the upper left and the words “Wired promotion” in gray text half the height of the “article’s” subhead. It’s just not enough.
Worse, once you figure out that it’s an ad, you start to react to legitimate articles with suspicion. Is the article on the very next page (p. 36) titled “Nerf aims for girls but hits boys too” also paid content? How about the interview with the stars of the new comedy “The World’s End”? And then there’s the article on p. 46 that seems to be nothing but a plug for coins from Kitco. The only reason to think it’s not an ad in disguise is that it mentions a second coin company, Metallium. That’s pretty subtle metadata. Even so, it crossed my mind that maybe the two companies pitched in to pay for the article.
That’s exactly the sort of thought a journal doesn’t want crossing its readers’ minds. The failure to plainly distinguish paid content from unpaid content can subvert the reader’s trust. While I understand the perilous straits of many publications, if they’re going to accept paid content (and that seems like a done deal), then this month’s Wired gives a good illustration of why it’s in their own interest to mark their paid content clearly, using a standardized set of terms, just as the Edelman guidelines suggest.
(And, yes, I am aware of the irony – at best – that my taking money from Edelman raises just the sort of trust issues that I’m decrying in poorly-marked paid content.)
Categories: business, journalism, marketing Tagged with: ethics • marketing • paid content • pr
Date: July 22nd, 2013 dw
May 30, 2013
Greg Silverman [twitter:concentricabm], the CEO of Concentric, has a good post at CMS Wire about the democratization of market analysis. He makes what seems to me to be a true and important point: market researchers now have the tools to enable them to slice, dice, deconstruct, and otherly-construct data without having to rely upon centralized (and expensive) analytics firms. This, says Greg, changes not only the economics of research, but also the nature of the results:
The article’s first point, though, is interesting from the point of view of the networking of knowledge, because it’s not an example of the networking of knowledge. This new generation of market researchers are not relying on experts from the Central Authority, they are not looking for simple answers, and they’re comfortable with ambiguity, all of which are characteristics of networked knowledge. But, at least according to Greg’s post, they are not engaging with one another across company boundaries, sharing data, models, and insights. I’m going to guess that Greg would agree that there’s more of that going on than before. But not enough.
If the competitive interests of businesses are going to keep their researchers from sharing ideas and information in vigorous conversations with their peers and others, then businesses simply won’t be as smart as they could be. Openness optimizes knowledge system-wide, but by definition it doesn’t concentrate knowledge in the hands of a few. And this may form an inherent limit on how smart businesses can become.
Categories: business, marketing Tagged with: 2b2k • business • commons • marketing
Date: May 30th, 2013 dw
April 20, 2013
I’m a sucker for ads that comment on the dishonesty of ads. For example, I laughed at this one from Newcastle Brown Ale:
I also really liked this one as well:
I do have a duck-rabbit disagreement with Piper Hoffman’s reading of it at BlogHer. I took the ad as a direct comment on the sexism of beer ads: if you’re not an attractive woman, beer companies won’t include you. But Piper raises an interesting point. [SPOILER ALERT] She’s right that if the pronoun had been “she,” the point would have been less ambiguous. But it also would have been a bit crueler, since the ad would have had Newcastle calling their brewmistress unattractive, and it also could have been taken as Newcastle agreeing that only attractive women should ever be shown on in an ad.
While I enjoy a meta-ad like this (at least as I take it), I also feel a bit meta-fooled: What does that have to do with whether their beer is any good? I’m not looking to be friends with a beer.
I get more enjoyment from viewers subverting ads. For example, I saw an ad for KFC about some new boneless chicken product.
I wasn’t paying attention, in part because it was a commercial, and in part because I haven’t eaten anything from KFC since I became a vegetarian 1979 but I have not forgotten the sensation of eating chicken that’s been so close to liquefied that it’s held together only by a layer of deep-fried cholesterol. But I saw the hashtag #iAteTheBones and checked it out on Twitter.
Bunches of the tweets praise the commercial as amusing. (It was directed by David O.Russell, who also directed the Oscar-winning Silver Linings Playbook.) But prominent in the list is this:
Well, not as far as I can tell. But the tweet made me look.
And a heavily-favorited tweet is quite savage:
Someone in the KFC Marketing Department has already written an email to senior management explaining why this is a good thing for KFC. But, um, it’s not.
Neither is this:
Categories: cluetrain, marketing Tagged with: advertising • cluetrain • marketing • social media
Date: April 20th, 2013 dw
March 7, 2013
The always thoughtful Terry Heaton [twitter:TerryHeaton] has posted a provocative thesis, which is expressed in the post’s title: “How Brands Can Behave as People (And Why They Should).” Terry writes:
Terry cites two examples of this, both during the Superbowl power outage: Oreos tweeted a photo with the caption “You can still dunk in the dark,” and Audi tweeted something about bringing LEDs to the stadium (which may be an Audi reference that I don’t get). Brands, says Terry, need to play “by the rules of human interactivity instead of the hierarchical ‘driving’ of behavior.” This means not only tweeting humorously in real time, but being more menschlich: “New York ad agency Young & Rubicam has been studying consumer behavior for decades and shocked the world last year by noting a 391% spike in ‘kindness and empathy’ as a favored brand attribute among consumers.”
Terry gives five practical rules for these new persona-brands. These rules are ethical and sensible. But they also raise interesting issues. In particular, rule #3 says:
And #5 says “Be personal.”
But brands acting like people is artificial and fake, and how can you be personal when you’re not a person? So, on the one hand, I want to dismiss this idea. But on the other hand I want to hand it to Terry. The ability of a company to sally forth into social media is, I believe, giving rise to what Terry and Boyd are pointing to: a new type of entity that acts like a duck, quacks like a duck, is not a duck, and that fools no one into think it’s a duck.
Companies used to do something like this when they would personify their product and their brand: green giants, cookie elves, prepubescent dough balls. Some of these became figures of popular culture. But that’s not what Terry is pointing to. The Oreo tweet didn’t come from a cartoon character acting like a cookie. It came from Oreo, which is obviously not itself a particular cookie, and is also not the same as Nabisco or Kraft Foods Inc. You read the tweet understanding that it came from some marketing folks who are talking for the cookie and for the company. The closest entity I can think of is: the Oreo tweet came from the brand. Pure brand. No mediation through a character. Pure brand.
I’m guessing that part of the charm comes from our recognition that there are people behind the brand’s tweets. And we seem to like that. Those people seem to be like us. They have a sense of humor. They don’t have to run all their tweets through focus groups. Nor do they have to dress up in some stupid mascot costume or hire an actor to speak like a squeaky-voiced chipmunkâ?¢ or something.
Businesses have always had this problem. They are not people and thus seem phony and manipulative when they try to speak like people. But businesses do need to speak via social media, or, as we used to say in the Cluetrain days, join the conversation. Some have done so by empowering people from their marketing staff â?? usually young folks â?? to speak for them on Twitter and the Eff Book, often using their own names along with their corporate identification. That makes sense and it sometimes works. I expect it’ll continue. But I suspect we’ll see a growth in the construction of social brands that are like what the brand would be if it were a person, and that is understood as having real individuals behind it.
One could perfectly well bemoan this development. After all, it is phony down to its core. Brands aren’t people, and the people pretending to be a brand are terribly constrained in what they can say and do by the requirement that they advance the brand. These people-brands are not folks you’d become friends if only because they won’t shut up about Oreos and Audis. But, I’m assuming that by this time we’re smart enough to understand that a talking brand has a ventriloquist behind it.
Further, these social brands may erode the wall between the authentic and the inauthentic. Yay.That’s a wall that needs to come down anyway because the concept of authenticity makes even less sense now than it ever did. Our Web selves are constructed selves. If tweeting Oreos can help us recognize that, then they’ve done us a service, in addition to being quite delicious.
Categories: culture, marketing Tagged with: authenticity • brands • cluetrain • marketing
Date: March 7th, 2013 dw
February 12, 2013
Magaret Sullivan [twitter:Sulliview] is the public editor of the New York Times. She’s giving a lunchtime talk at the Harvard Shorenstein Center [twitter:ShorensteinCtr] . Her topic is: how is social media is changing journalism? She says she’s open to any other topic during the Q&A as well.
Margaret says she’s going to talk about Tom Kent, the standards editor for the Association Press, and Jay Rosen [twitter:jayrosen_nyu] . She begins by saying she respects them both. [Disclosure: Jay is a friend] She cites Tom [which I’m only getting roughly]: At heart, objective journalism sets out to establish the facts, state the range of opinions, and take a first cut at which arguments are the most rigorous. Journalists should show their commitment to balance by keeping their opinions to themselves. Tom wrote a memo to his staff (leaked to Romenesca
Jay Rosen, she says, thinks that objectivity is an outdated concept. Journalists should tell their readers where they’re coming from so you can judge their output based on that. “The grounds for trust are slowly shifting. The view from nowhere is getting harder to trust, and ‘here’s where I’m coming from’ is become more trustworthy.” [approx] Objectivity is a cop out, says Jay.
Margaret says that these are the two poles, although both are very reasonable people.
Now she’s going to look at two real situations. The NYT Jerusalem bureau chief Jody Rudoren is relatively new. It is one of the most difficult positions. Within a few weeks she had sent some “twitter messages” (NYT won’t allow the word “tweets,” she says, although when I tweeted this, some people disagreed; Alex Jones and Margaret bantered about this, so she was pretty clear about the policy.). She was criticized for who she praised in the tweets, e.g., Peter Beinart. She also linked without comment to a pro-Hezbollah newspaper. The NYT had an editor “work with her” on her social media; that is, she no longer had free access to those media. Margaret notes that many believe “this is against the entire ethos of social media. If you’re going to be on social media, you don’t want a NYT editor sitting next to you.”
The early reporting from Newtown was “pretty bad” across the entire media, she says. In the first few hours, a shooter was named — Ryan Lanza — and a Facebook photo of him was shown. But it was the wrong Ryan Lanza. And then it turned out it was that other Ryan Lanza’s brother. The NYT in its early Web reporting said “according to early Web reports” the shooter was Ryan Lanza. Lots of other wrong information was floated, and got into early Web reports (although generally not into the N YT). “Social media was a double edged sword because it perpetuated these inaccuracies and then worked to correct them.” It often happens that way, she says.
So, where’s the right place to be on the spectrum between Tom and Jay? “It’s no longer possible to be completely faceless. Journalists are on social media. They’re honing their personal brands. Their newspapers are there…They’re trying to use the Web to get their message out, and in that process they’re exposing who they are. Is that a bad thing? Is it a bad thing for us to know what a political reporter’s politics are? I don’t think that question is easily answerable now. I come down a little closer to where Tom Kent is. I think that it makes a lot of sense for hard news reporters … for the White House reporter, I think it makes a lot of sense to keep their politics under wraps. I don’t see how it helps for people to be prejudging and distrusting them because ‘You’re in the tank for so-and-so.'” Phil Corbett, the standards editor for the NYT, rejects the idea there is no impartial journalism. He rejects that it’s a pretense or charade.
Margaret says, “The one thing I’m very sure of is that this business of impartiality and balance should no longer mean” going down the middle in a he-said-she-said. That’s false equivalence. “That’s changing and should change.” There are facts that we fully believe are true. Evolution and Creationism are not equivalents.
Q: Alex Jones: It used to be that the NYT wouldn’t let you cite an anonymous negative comment, along the lines of “This or that person sucks.”
A: Everyone agrees doing so is bad, but I still see it from time to time.
Q: Alex Jones: The NYT policy used to be that you must avoid an appearance of conflict of interest. E.g., a reporter’s son was in the Israeli Army. Should that reporter be forbidden from covering Israel?
A: WhenEthan Bronner went to cover Israel, his son wasn’t in the military. But then his son decided to go join up. “It certainly wasn’t ideal.” Should Ethan have been yanked out the moment his son joined? I’m not sure, Margaret says. It’s certainly problematic. I don’t know the answer.
Q: Objectivity doesn’t always draw a clear line. How do you engage with people whose ideas are diametrically opposed to yours?
A: Some issues are extremely difficult and you’re probably not going to come to a meeting of the minds on it. Be respectful. Accept that you’re not going to make much headway.
Q: Wouldn’t transparency fragment the sources? People will only listen to sources that agree.
A: Yes, this further fractures a fractured environment. It’s useful to have some news sources that set out to be in neither camp. The DC bureau chief of the NYT knows a lot about economics. For him to tell us about his views on that is helpful, but it doesn’t help to know who he voted for.
Q: Martin Nisenholz] The NYT audience is smart but it hasn’t lit up the NYT web site. Do you think the NYT should be a place where people can freely offer their opinions/reviews even if they’re biased? E.g., at Yelp you don’t know if the reviewer is the owner, a competitor… How do you feel about this central notion of user ID and the intersection with commentary?
A: I disagree that readers haven’t lit up the web site. The commentary beneath stories is amazing…
Q: I meant in reviews, not hard news…
A: A real ID policy improves the tenor.
Q: How about the snarkiness of twitter?
A: The best way to be mocked on Twitter is to be earnest. It’s a place to be snarky. It’s regrettable. Reporters should be very careful before they hit the “tweet” button. The tone is a problem.
Q: If you want to build a community — and we reporters are constantly pushed to do that — you have to engage your readers. How can you do that without disclosing your stands? We all have opinions, and we share them with a circle we feel safe in. But sometimes those leak. I’d hope that my paper would protect me.
A: I find Twitter to be invaluable. Incredible news source. Great way to get your message out. The best thing for me is not people’s sarcastic comments. It’s the link to a story. It’s “Hey, did you see this?” To me that’s the most useful part. Even though I describe it as snarky, I’ve also found it to be a very supportive place. When you take a stand, as I did on Sunday about the press not holding things back for national security reasons, you can get a lot of support there. You just have to be careful. Use it for th best possible reasons: to disseminate info, rather than to comment sarcastically.
Q: Between Kent and Rosen, I don’t think there is some higher power of morality that decides this. It depends on where you sit and what you own. If you own NYT, you have billions of dollars in good will you’ve built up. Your audience comes to you with a certain expectation. There’s an inherent bias in what they cover, but also expectations about an effort toward objectivity. Social media is a distribution channel, not a place to bear your soul. A foreign correspondent for Time made a late-night blog post. (“I’d put a breathalyzer on keyboards,” he says.) A seasoned reporter said offhandedly that maybe the victim of some tragedy deserved it. This got distributed via social media as Time Mag’s position. Reporters’ tweets should be edited first. The institution has every right to have a policy that constrains what reporters say on social media. But now there are legal cases. Social media has become an inalienable right. In the old days, the WSJ fired a reporter for handing out political leaflets in a subway station. If you’re Jay Rosen and your business is to throw bombs at the institutional media, and to say everything you do is wrong [!], then that’s ok. But if you own a newspaper, you have to stand up for objectivity.
A: I don’t disagree, although I think Jay is a thoughtful person.
Q: I blog on the HuffPo. But at Harvard, blogging is not considered professional. It’s thought of as tossed off…
A: A blog is just a delivery system. It’s not inherently good or bad, slapdash or well-researched. It’s a way to get your message out.
A: [Alex Jones] Actually there’s a fair number of people who blog at Harvard. The Berkman Center, places like that. [Thank you, Alex :)]
Q: How do you think about the evolution of your job as public editor? Are you thinking about how you interact with the readers and the rhythm of how you publish?
A: When I was brought in 5 months ago, they wanted to take it to the new media world. I was very interested in that. The original idea was to get rid of the print column all together. But I wanted to do both. I’ve been doing both. It’s turned into a conversation with readers.
Q: People are deeply convinced of wrong ideas. Goebbels’ diaries show an upside down world in which Churchill is a gangster. How do you know what counts as fact?
A: Some things are just wrong. Paul Ryan was wrong about criticizing Obama for allowing a particular GM plant to close. The plant closed before Obama took office. That’s a correctable. When it’s more complex, we have to hear both sides out.
Then I got to ask the last question, which I asked so clumsily that it practically forced Margaret to respond, “Then you’re locking yourself into a single point of view, and that’s a bad way to become educated.” Ack.
I was trying to ask the same question as the prior one, but to get past the sorts of facts that Margaret noted. I think it’d be helpful to talk about the accuracy of facts (about which there are their own questions, of course) and focus the discussion of objectivity at least one level up the hermeneutic stack. I tried to say that I don’t feel bad about turning to partisan social networks when I need an explanation of the meaning of an event. For my primary understanding I’m going to turn to people with whom I share first principles, just as I’m not going to look to a Creationism site to understand some new paper about evolution. But I put this so poorly that I drew the Echo Chamber rebuke.
What it really comes down to, for me, is the theory of understanding and knowledge that underlies the pursuit of objectivity. Objectivity imagines a world in which we understand things by considering all sides from a fresh, open start. But in fact understanding is far more incremental, far more situated, and far more pragmatic than that. We understand from a point of view and a set of commitments. This isn’t a flaw in understanding. It is what enables understanding.
Nor does this free us from the responsibility to think through our opinions, to sympathetically understand opposing views, and to be open to the possibility that we are wrong. It’s just to say that understanding has a job to do. In most cases, it does that job by absorbing the new into our existing context. There is a time and place for revolution in our understanding. But that’s not the job we need to do as we try to make sense of the world pressing in on us. Reason can’t function in the world the way objectivity would like it to.
I’m glad the NY Times is taking these questions seriously,and Margaret is impressive (and not just because she takes Jay Rosen very seriously). I’m a little surprised that we’re still talking about objectivity, however. I thought that the discussion had usefully broken the concept up into questions of accuracy, balance, and fairness — with “balance” coming into question because of the cowardly he-said-she-said dodges that have become all too common, and that Margaret decries. I’m not sure what the concept of objectivity itself adds to this mix except a set of difficult assumptions.
Categories: journalism, marketing, philosophy, politics Tagged with: 2b2k • echo chamber • jay rosen • journalism • nyt • objectivity
Date: February 12th, 2013 dw
January 28, 2013
Oy. I fell for an ad today because it promised to tell me four startling things that happen to you before you get a heart attack. The video, which has no pause or fast forward button, is a grating infomercial, with a heavy emphasis on the “mercial.” So, here’s the startling information Dr. Chauncey Crandall so selflessly is imparting to us:
Yeah, these are the symptoms you will find listed anywhere that discusses heart attacks. For example, try a little place I like to call “Google”: top hit for “heart attack”.
It takes Dr. Crandall forever to get even the slightest piece of information — first promoting himself and pitching his newsletter etc. — that I gave up. So I quoted the above from trogdor1 on a discussion board. Thanks, Trogdor1, for taking the hit for the team.
Categories: cluetrain, marketing Tagged with: ads • cluetrain • heart attack • marketing
Date: January 28th, 2013 dw
May 25, 2012
Yesterday at the Mesh conference I caught the second half of Michael O’Connor Clarke‘s presentation, to a packed house, about how not to use social media for marketing. I’ve known Michael since the Cluetrain days, and it was great to warch him argue against viewing social media as a messaging vehicle.
Michael has long championed understanding the Net as, well, a conversation that needs to be respected. Keeping that conversation as open and vibrant as possible is more important than your business’s tawdry ambitions, he says. (I am not just paraphrasing here, but entirely putting words in his mouth.) If your business wants to engage with it — and not every business has to, he says — then it should be engaged with by actual people, with actual names, actual interests, and actual personalities. Completely transparently, of course.
Great teaching, great examples, plus Michael’s hilarious. [Michael on twitter]
Categories: cluetrain, marketing, social media Tagged with: cluetrain • marketing • michaelocc • pr • social media
Date: May 25th, 2012 dw
A few days ago I pointed to Elizabeth ‘s thread at Reddit where she engaged with the public in a way that everyone who manages customer support, PR, or marketing ought to learn from.
Today, Amanda Palmer posted about her current Kickstarter project, which has raised $855,000 with eight days yet to run. Her goal was $100,000…except in her post she responds with complete frankness (she’s AFP, after all) about what her real expectations were. The post is both an explanation and a demonstration of how musicians and theandir audiences can love and support each other.
Categories: business, culture, marketing Tagged with: afp • business • fans • kickstarter • marketing • music • pr • social media
Date: May 25th, 2012 dw
May 23, 2012
A user who goes by the name Loyal2nes (NES = Nintendo gaming platform) had a problem: the game Civilization 4 kept crashing. So s/he posted about it on the game maker’s customer support site. Two days later, a customer support agent, Alexis L, replied that the problem is that Loyal2nes’s device only has 4096mb of RAM, whereas it needs at least 2 gigabytes. Unfortunately, Alexis did not understand that 4096 megabytes is the same as 4 gigabytes. Ooops.
Loyal2nes posted a screencapture of the exchange under a sarcastic headline, and opened up a thread about it at Reddit, where it climbed to the front page.
It doesn’t end there, though. Elizabeth stays with the thread as it expands and diverges. She’s frank, funny, and, as the thread continues, makes it clear that she’s not an interloper at Reddit. In fact, she’s been a Redditor (participant) for a while, participating in the threads that interest her. Often those threads are about gaming, but she also comments on ther serendipitous topics that make Reddit so much fun.
So, what’s so right about how Elizabeth handled this?
The only thing that could have made this a better example of how customer support and public relations is changing would be if Elizabeth were not the head of Customer Support but was an empowered customer support rep. But all the other main themes are there. Clear as day.
Categories: business, marketing Tagged with: cluetrain • customer support • marketing • pr
Date: May 23rd, 2012 dw