Missing Customers: Verizon Tries Distress

While most cellular phone customers are savvy to text messaging, some are becoming all too familiar with distress messaging. Specifically, anyone who makes up the 27 percent of the smart phone market captured by the Apple iPhone, especially if they were a Verizon customer.

These folks, like me, are probably receiving distress message mailers. The latest from Verizon, sent about two weeks after I become an AT&T iPhone windfall customer and about a week after Verizon’s letter that claimed “I made a mistake,” tells the real story:

We miss you already.

• Free BlackBerry Pearl with GPS Navigation
• $100 off any phone of your choice
• Free activation

Call today!

While I’m not privy to the response rate, my best guess is that it’s flat. It might also be causing some brand damage to what once was the network of choice among 1 million subscribers, at least those who recently made a switch.

Messages such as take $100 off, come back and save, and come back to the network you trust are emblazoned on almost every panel of an 8-panel direct mail piece. Most of them, if not all of them, are misdirected, clearly reinforcing that Verizon has no idea why it has to send a “miss me” mailer anyway.

It’s not the network, it’s the phone. But now, looking back, maybe there is something questionable about the service strategy at Verizon anyway. As a former customer, why did I have to quit in order to get offered the best package perks ever?

For all these efforts, they were four months too late. That was the beginning of the end. Four months ago, my second-to-last Verizon phone was damaged during my ”never fly US Airways unless I absolutely have to again” flight.

Naturally, once I returned home, the first order of business was replacing my broken phone. The choices were slim without a contract. So, my company made a Band-Aid LG phone buy. It was the worst phone I’ve ever owned.

Contrary to the mailer’s claim “Your phone is only as good as the network it’s on,” $5 more per month for an iPhone opened my eyes up to what I was missing, starting with unlimited data, something Verizon never wanted to talk about until now, assuming you’re a lapsed customer (ie. unlimited data is now available on select phones, for new and returning customers, with one- and two-year contracts, for about $5 more than AT&T offers with the iPhone). They don’t get it.

“The best time to start missing a customer is before they stop being your customer.”

Sure, no one can say that Verizon is dead, but it’s very telling when a once perceived market leader does more following than leading. While they did pretty well launching the LG Voyager concept copy, a phone that Today’s Paul Hochman called the only viable competitor for the iPhone (I’m less convinced). However, the plan still lacks where AT&T came through. Customers don’t want 2-year contracts because technology is changing too fast to commit.

More to the point, Verizon would be better served by revisiting its marketing strategy from the ground up. They need to invest more on existing customers, recognizing that the recapture rate seems thin if you wait until after a lost customer already signs another contract or are unlikely to use their iPhone as a paperweight. Besides, it costs more to recapture a lost customer than attract new customers. Why? Lost customers already made up their mind once.

Here are a few quick tips for the Verizon marketing department:

• Improve your marketing to existing customers before their contract ends
• Re-engage customers who fulfill their contract with new customer perks
• Keep existing customers engaged, offering opt-ins on new customer perks
• Stop playing games with location rates; a national price plan is long overdue
• Verizon is a prime new media candidate; a presence last year would have went a long way, especially if you could have hinted at Voyage 9 before people bought iPhones

But above all, fix your messages. Touch gets more stylish? Come on. Honestly, the best thing Verizon has going is the geeky phone guy. He’s become a great icon on television but everything with text falls flat. It doesn’t connect to the smart phone market, which by all accounts, is the new market. Even Citigroup knows that. And they’re not even in the phone business.

Defusing Perception: Naked Communication

It might seem odd to some people to draw a comparison between Lifetime’s new makeover show, “How To Look Good Naked” with Carson Kressley, and business communication. But the analogy might be compelling for some.

Most business owners and/or executives have a perception about their companies that will never match marketplace realities. Many market themselves based upon what works for competitors, resulting in some disastrous advertising and marketing campaigns, because one size does not fit all.

“We want to do this,” they say. “Because it works for our competitors.”

On the premiere episode of “How To Look Good Naked,” available as a free download at iTunes, Kressley asks his guest, Layla, to identify where she “thinks” she fits in a lineup of women with hip sizes ranging from 40 to 50 inches. She places herself between 47 and 48 inches. In reality, her hips measure 43 inches — the complete opposite end the lineup.

Imagine how this impacted her life. For 20 years, she had been making fashion decisions based on her perception that her hips were 6 inches larger than they were. The result: she looked heavier in clothes she chose than she ever looked naked.

Companies often do the same thing. They apply erroneous perceptions to their communication strategy. Early last year, we were contracted by a water purification company to script three :30 radio station-produced spots because the owner wanted to mimic the market leader’s buy. He had already ordered a 32-spot buy based on the urging of the station’s account representative.

Never mind that the market leader was already running 240 :60 second spots a week on the same station, compete with exclusive endorsements from the most listened to talk show hosts on the station. We did everything we could to convince the company to rethink its decision. But sometimes, people have already made up their minds when they call us.

“You’ll never look good in a size 6 when you’re a size 12 company.”

It’s something you learn working with the best of the best, let alone covering the fashion beat in Las Vegas for several years. Yep, even I know that size 6 women don’t always look good in size 6 outfits. So much depends on the designer, cut, and pattern. (Not to mention how important underwear can be.)

Sure, we did everything we could to convince the company to rethink the decision. But in this case, their minds were made up. Despite being station-produced, one of the spots even won an award. But in terms of results, all they really did was reinforce the need for water purification, prompting listeners to call the competitor whose brand dominated the station.

Sometimes perception is like that. You think your company looks one way, even reinforced by misapplying SWOT. But in reality, it really looks like something else in the marketplace.

Much like Layla, they attempt to mimic the identity of their perceived competition by wearing several sizes too small (because they refuse to wear a size bigger) or settling for cheaper, baggier clothing to hide perception rather than embracing their best qualities in reality.

In terms of Kressley’s show, no doubt some people will have mixed feelings about convincing women to parade around naked for a photography shoot. But if you can get past that little bit of Lifetime novelty, I suspect it stands a good chance of delivering on the promise of a perception revolution for women looking for a self-esteem boost. You can look successful and beautiful at any size.

Of course, the same thing can be said for companies, which brings me to the takeaway. Communication plans don’t work unless you know what you look like naked. And most companies have no idea what they look like because they rely too heavily on looking in the mirror. Don’t they know? Mirrors only show you want you want to see, and almost never what is reality.

Partnering With Consumers: Brand Evangelists

According to PQ Media's word-of-mouth marketing forecast and reported by Adweek, consumer marketing is expected to top $1 billion in 2007, up from $980 million in 2006. It is expected to expand by $4 billion by 2011.

“Technology has leveled the marketing playing field for brands. In the new world of marketing, customer evangelists are the key influence on what consumers buy." — Ben McConnell and Jackie Huba, Creating Customer Evangelists (cited by Adweek).

Izea in one of several companies that seems to be moving right in step with the trend. Their newest social media marketing program, Social Spark, hopes to bridge the gap between blogger networks and brand advocates. You can catch a platform preview video here. The presentation is interesting enough that we've added Social Spark to our watch list.

Combined, all of this is adding up to an increased emphasis on integrated marketing and public relations. Companies are looking to support traditional advertising with aggressive website strategies and early ad pre-releases on the Internet in order to boost conversations and buzz about their message and brand.

For example, Nielsen BuzzMetrics applied a Brand Association Map (BAM), which plots how consumers naturally think and talk about brands across billions of unaided conversations online, last October. They found that over 33 million messages were posted to 457 automotive CGM sites from January 1 through September 10, 2007. These conversations revealed:

• Shoppers actively discuss current automotive dealer and manufacturer incentive programs available.
• Full-size trucks were referenced most often in relation to incentives during this period, fueled by the introduction of the Toyota Tundra.
• Consumers frequently reference Edmunds.com when seeking vehicle pricing and incentives, reflecting shared dealer experiences among peers.

A few days ago, I mentioned that companies are engaged in social media whether they realize it our not. In the Vehicle Transaction Price study release, Bill Stephenson, VP and Practice Lead, Automotive, for Nielsen BuzzMetrics, a service of the Nielsen Company, punctuated this point:

“Shoppers are going online to learn what other buyers have paid for the car they are interested in. This trend is driving transparency among automakers and dealers because now, all of a sudden, shoppers are privy to the best deals that others received.”

This isn’t exclusive to the automotive industry. Consumers are seeking online information to influence their decisions on just about everything, including the President of the United States.

Remember last year when I mentioned the number of voters who consider the Internet their number one source for election coverage would double? It did. And then some.

Taking Action: Bloggers Unite

If you ever wondered whether there is any truth to the idiom “actions speak louder than words,” you might find some proof perusing more than a thousand stories shared by bloggers on Dec. 17.

These bloggers, hundreds of them, performed various acts of kindness — small and large, simple and complex, personal and public — and then posted about it.

They didn’t do it to be pretentious as the “LoneRanger” from Voice of America suggested on a Digg comment, but rather to support each other in reponse to Tony Berkman and the BlogCatalog team.

The challenge? Perform an act of kindness and share it in a post, photo, or video on the same day. Many went above and beyond, sharing stories that will touch your heart, ranging from a daughter’s love for her mother and a group of fans saving a family pet to cleaning up a neighborhood (donating the proceeds to a non-profit organization) and thanking a reggae street performer in Rome.

Together, the results demonstrate how one blogger, joined by many bloggers, can make a tangible difference, online and off.

Three Highlighted Acts Of Kindness

First Place — Bojak, Listening..Learning..Living

Second Place — Iriegal, Mental Stimulation

Third Place — Blair Corbett, Keep It Simple Solutions

In addition to the prizes and recognition listed on the BlogCatalog mini-site, I’m honored to be profiling these three bloggers in the weeks ahead, along with three others from the Top 20 posts selected by six judges who took the time to read every post submitted (and then some).

Seventeen More Stories Of Compassion

Guiding Vision, JerichoMonster, Jessica In Rome, Katalusis, LifePrints, Live From Waterloo, Local Biz Bits, My Den, Original Me, Ruthie’s Reason, Sharani – Girl On A Road,
Sinigang for the Soul., Sushi for Lunch!, and Wahm Café.

Thank you all for taking the time to do something kind. And thank you all for sharing your stories. While some might say that good deeds are best kept secret, I personally think such acts of kindness need to be shared more often. You see, pebbles cast on still waters tends to make ripples.

Thank you all for inspiring others and the inspiration. All my best.

Pocketing Portfolios: iPhone Possibilities

Last year, our portfolio measured 24 x 18 inches.

It is encased in aluminum, packed with a cross section of print and collateral. It grossly undersold our work in electronic media, but was effective in demonstrating our depth and diversity of experience nonetheless.

It was too bulky to take everywhere, except planned introductions and presentations. It was challenging to update, and eventually, even the best protected pieces became worn from handling (passing boards around the classroom didn’t help).

This year, our portfolio measures 4.5 x 2.4 inches.

It is encased in an iPhone, with a cross section of print, radio, and television. The latter is easily transported as a podcast from Revver into iTunes.

It works fine on an iPod too. And we’re slowly adding the links to various digital media platforms and social networks, allowing our prospective clients, colleagues, and associates to easily engage us any time.

I quickly put up two samples as a photo set on Flickr to provide the basic idea. New media is quietly changing communication in ways people never thought possible.

Naturally, the Flickr set will eventually mirror what is already on my iPhone. Even better, for companies bigger than ours, the possibilities are endless: imagine one quick podcast update or file download and every account executive in the company is suddenly on the same page. Clients too, for that matter.

Although many social media experts, and even colleagues of mine, are quick to tell companies that they must conform to the “rules” of social media, not all conversations have to take place in public or on a blog. New media is completely customizable and easily integrated with traditional media.

It’s one of the reasons that in addition to the iPhone presentations, we’ll be adding hardbound leave-behind pieces too. Printed on demand. Hmmm. Interesting things. These possibilities.

Beginning 2008: The Year Of New Media

Happy New Year!

Last year, we rang in the New Year with a living communication crisis case study occurring at a Seattle company. While unfortunate, I am sure there will be many more crisis communication case studies this year.

Most of them will not be all that different — communication that spirals out of control and erodes consumer and employee confidence until someone is ousted, reprimanded, or worse.

I’ll likely be critical as they occur, offering solutions as they are often apparent, but not because I enjoy being a critic. On the contrary, I’d rather communication professionals learn the easy way through wisdom than the school of hard knocks. This blog is meant to be as educational as it is sometimes (I hope) entertaining.

In fact, many of the subjects I cover here are inspired by several classes I am teach at the University of Nevada, Las Vegas. Right. Although some people miss the occasional mention, I also teach at UNLV.

This year, I’ll be infusing more emphasis on new media. I will be, not only because I believe it’s a viable communication tool that we’re deploying for several clients at Copywrite, Ink., because the changing communication landscape demands it.

Whether companies realize it or not, they are already engaged in social media, or new media, as some prefer to call it. There is not a single company on the planet that can truthfully claim none of its employees blog, micro-blog, participate in a social network, or are completely uninfluenced by some aspect of new media.

Even someone who never connected to the Internet is being touched by new media on daily basis. It’s on the news. It’s in the paper. It’s talked about by friends and colleagues. And almost always, there is at least one co-worker who has been influenced.

The way I see it, if there is one question to be asked in 2008, it isn’t when your company will enter social media, but when will your company recognize that it already is in social media. And, knowing this, when will it consider managing the new media message that already exists. Here are three ways to find the answer.

UNLV Class Schedule — Richard Becker

Writing For Public Relations — 7 p.m. to 9 p.m., Jan. 17 – March 13

Writing For Public Relations is a skills development class that focuses on the application of strategic communication into public relations with an emphasis on practical writing skills. Students learn a variety of writing styles and how to best apply them to: news releases, fact sheets, biographical sketches, feature stories, media kits and social media/new media. (CEUs: 2.00)

Editing and Proofreading Your Work — 9 a.m. to noon, March 1

Editing And Proofreading Your Work is half-day day session that focuses on improving clarity, consistency, and correct usage in personal and business correspondence. It includes essentials such as language, mechanics of style, spelling, and punctuation.

Social Media For Communication Strategy — 9 a.m. to noon, May 2

Social Media for Communication Strategy focuses on increasing the use of online technologies to share content, opinion, insight, and experience. Collectively, these technologies shape more opinion than all other media combined and have changed the communication landscape. (CEUs: .3)

Of course, you can always read this blog from time to time. I cover slivers of class topics right here. My company also provides a custom new media analysis in our proposals upon request. And, we are well seasoned in providing words, concepts, and strategies in every industry.

Ending 2007: Old Media Is Dead

If any year will ever stand out as the most dramatic change of direction for network television, it will likely be 2007. And if there is any credit is to be given, it doesn’t belong to a single network or broadcast executive, but rather the collective efforts of fans from several television shows, with Jericho Rangers leading the charge in the form of 20 tons of nuts and constant coverage from personal blogs to The Wall Street Journal.

Sure, while some networks and corporations like AT&T were quietly looking at broadcast-digital convergence long before Jericho was cast, Jericho fans helped set the agenda this year and hastened the pace. They did much more than save a television show by convincing CBS to offer up an olive branch in the form of a truncated second season premiering Feb. 12.

They demonstrated the power of organizing consumers via social media. They set a precedent of tracking signatures, e-mails, postcards, phone calls, and protest purchases. They pushed for sweeping reforms at Nielsen Media Research, enough so that Nielsen began to listen to them more than the networks it serves. They established alliances with other fan bases like Veronica Mars fans to expand their campaign five-fold. They made contact with writers, producers, cast members, and crew, giving everyone something to think about, including advertisers.

Passive viewers became active consumers

The writer’s strike is precisely what I’ve been writing about for almost two years: the transition between the era of old to the era of new media. The Writers Guild of America (WGA) even cited it as the primary explanation for the most recent stall in contract negotiations.

"The media conglomerates know that the core issue in these negotiations is new media. Their current proposals would cause writers even more economic harm in the future than they claim this strike has caused.” — Writers Guild of America

While the networks seem unwilling to make an agreement, the WGA and David Letterman's Worldwide Pants production company have reached a contract agreement that includes the proposal put forth by the WGA on Dec. 7.

In other words, production companies and writers are starting to make the deals that the networks are unwilling to make. And if that happens across the board, then network television will be reduced to a distribution channel at a time when content creation is the only tangible commodity. Distribution is easy.

Change happens in small, unseen ways

Cox Communications is one of a handful of multi-service broadband cable service providers that is beginning to offer OnDemand commercial programming, which would allow companies to produce and distribute their own television programs. This means that a company has the potential reach of 6 million residential and commercial consumers.

Once produced, segments of these shows could easily be repackaged for distribution across other platforms like YouTube, Revver, Apple iTunes, and countless others. The possibilities of programming are seemingly endless, well beyond OnDemand infomercials. It also opens the doors for enterprising producers to create their own programs, saving six to eight minutes per half hour for sponsors, much like local market home shows used to do.

The networks are hastening the need for change

As ratings continued to fall this last year, advertising rates continued to rise. The reason was that advertisers were less willing to experiment and attempted to simply purchase more spots to reach the same viewing audience that they once captured by buying fewer shows.

It’s only a matter of time before the burden of building reach shifts away from advertisers and onto the networks again. After all, the concept of last minute scatter market buys will likely die this year as marketers begin to realize they spent 18 percent more for primetime "scatter" than they ever hoped to save.

Even the classic measure of cpm (cost to reach 1,000 viewers) is being questioned. It doesn’t seem to hold as much weight as a measure as it used to. A lower cpm, augmented by Internet presence, can have a greater impact and make more sense as fans are eager to spend an hour or two talking about their favorite show on the net rather than watching the programs that follow.

Old media will become an abandoned term this year

It’s not so much that old media is dead as much as it is that old media has been challenged to become indistinguishable and better than new media. It’s the kind of challenge that will lead to bright possibilities in journalism and broadcast. The new year will be the year to decide. Will a company adapt or die?

Reality programming is not the answer. With rare exceptions like Survivor and American Idol, the net has taken over the reality programming niche. Not only can we watch real-life realty clips on YouTube, but also entire lives put up for consumption with live streaming. The networks need better niche programs.

It’s the very reason networks have to end the writer’s strike soon. It’s only a matter of time before some people begin to realize that the networks are not the only way to reach an audience. Big names in every facet of the entertainment industry are learning that the old model of distribution is dead.

Don’t believe it? Heck, even this blog, which might be considered in the minor leagues compared to what we would like to do on our own or with partners, reached 100,000 people this year. Not bad for an experimental platform.

Thank you all again for making this year a success. We look forward to seeing you in 2008! Happy New Year. Please be safe.

Making Messes: News Release Resolutions

With the fast approaching New Year, it’s no surprise that New Year's resolutions and predications are among the hottest topics across the wire.

Sure, some journalists scramble for such tidbits because their readers expect it, doubly so when the space between Christmas and New Year's seems painfully short. But that’s hardly a reason to force a media release into a prediction or faux resolution piece, hoping it might get picked up as mainstream filler.

Here are five of my favorites, but not because they are true.

• FabJob.com released that quitting your job might be a good resolution because 77 percent of its visitors are dissatisfied with their jobs and are planning to look for a new career opportunity.

You think? If they were satisfied with their jobs, they probably wouldn’t be on FabJob.com to begin with.

• Transitions Lenses released that keeping New Year's resolutions is a matter of perseverance. “To stay true to your resolutions, experts recommend choosing realistic goals, like visiting your eye doctor yearly,” they say.

Geesh. If you're going to lower your expectations that much, there isn't much point in making a resolution in the first place.

• The Texas Society of CPAs came up with a boatload of “helpful hints” for meeting financial goals, including “paying off debts” and to “start saving.”

Sure, it’s pat advice. So pat, I can tell you that without being a CPA.

• A Body Worlds 2 (an exhibit in the Bay area) release suggests: everyone “Get fit. Drink less alcohol. Quit smoking. Spend more time with friends and family. Visit cultural events. Seek out educational activities.”

While the exhibit looks pretty neat, these tend to be the six most common resolutions people make every year anyway. Yawn.

• Sixty-two percent of respondents to the Turnaround Management Association's annual Trend Watch Poll said that homebuilders will face the "greatest financial and/or operational difficulties" next year.

Hmmm. Maybe the housing market will continue to be in a slump as long as experts continue to tell us it’s in a slump. (Hat tip to Wells Fargo for releasing the slump will not be as bad as some fear.)

Well, if you can't beat them, join them. I have a resolution suggestion too. Public relations professionals might resolve to save their clients about $400 per wire submission in favor of releasing ... drum roll ... relevant news. Releases like these leave big messes in the morning.

Everything: The Great Big Blog Of

My son says he is too old to remember, but there is one gift he asked for, year after year, and never received. He wanted it so much, he even tried to make one a few times: the handy-dandy Great Big Book Of Everything.

Not the one inspired by the kid's television show, Stanley, but a real one with everything in it. Every year, I ask him if he still wants it.

"Do you remember?"

"Sure Dad, but I'm too old to watch Stanley anymore."

"Really?" When did that happen?

"It's okay Dad," he laughed. "Besides, I thought your blog was The Great Big Book Of Everything."

"Funny. I guess you are growing up."

"Yep, I'm pretty old," he smiled. "So, can we play Heroscape now?"

"You bet. Just give me a minute ... I want to see if you're right."

Rich's Great Big Blog Of Everything

365 Dias, AgencyNext, Amuseline, Anyone Loves TV, Arabelle's AlleyHannah Azar, Tala Azar, Back Lot Projects, Darren Barefoot, Andy Beard, Better Business Blogging, BizHack, BizSolutionsPlus, BlogCatalog Blog, Blogging For Business, Blog Campaigning, Blog Contests On The Net, Blog Herald, BlogTalk Radio, Blogversity, Blog Village, Blogs We Luv, Brand Storming, A Bunch Of Words, Business Growth Power Pack, Business Live News, The Buzz Bin, Cardiogirl, Catepol, CBS Jericho Fan Central, Chessnoid, Cincom, John Cook’s Venture Blog, Greg Cooper, CompBlog, Communication Overtones, Common Sense PR, Conversation Agent, Copyblogger, The Crones Daily Groan, Cultural Learnings, CypherJFs Development Depot, Dada Media, dcr Blogs, Da Eveman, Behind The Scenes At Jewelry Tales, Debo Hobo Dot Com, Digital 4Front, Duck Tape Marketing, Durbin Media, Electronic Recruiting News, Eliteqz, Entreneurs, Jay Epoch, Find The Boots, Finding The Sweet Spot, Fubar, Ghost In The Machine, Amitai Givertz, Good To Know, Golden Practices, The Green Scene, History Survey, Shel Holtz, Home Office Lawyer, I Do Things, Image Empowering, idUnited, Inner88, Jdonuts, Gylon Jackson, Jaffe Juice, Jason the Content Librarian, The Jericho Bulletin, Jericho Central, Jericho Junction, Jericho Monster, Jericho On CBS, Jericho Rally Point, JR4OT Blog, KD Paine’s PR Measurement Blog, Trish Kate’s TV Talk, Keep It Simple Solutions, Alex King, Language For You, Living In The Edge Of Madness, Leadership Turn, Magnosticism, Marcom Writer Blog, Marketing Headhunter Marketing Useable, Marketing Whore, Phil McDonnell, Jeff McNeill, MediaBlog, Media Orchard, The Media Slut, Media Snackers, Mesmereyed, Miscellany from Past and Present, Andrea Morris, Movies And Film Blog, MS Language Services, My Radical Blogs, MyBlogLog, The Myles Files, Naruto’s Arena, National Business Community Blog, The Net-Savvy Executive, NoisyRoom, Now Is Gone, Nutsonline, O My Word!, Occam’s Razr, Oldephartteintraining, One Bee, Paris Hilton, Passion, People and Principles, The Perfect Customer Experience, Pet Lvr (The Blog), A Piece of Piece, Pierce Mattie Public Relations, Politics After 50, Positioning Strategy, PR 2.0, Ramblings From The Mermaid Tavern, PR Squared, Publicity Hound, Radio Caffeine, Raven’s Roads, Recruiting.com, Recruiting Animal, RecruitingBlogs RecruitingBloggers, Reddiggulo.us, Remote Access, Road Less Traveled, Ronin Marketeer, Rugjeff’s Blog, Rushda, Sabrina’s Money Matters, Save The Black Donnellys, Save Jericho Now, Save Veronica Mars, Sava Sakar, Scary Sh*t, Scatterbox, Selling To Small Businesses, Situtational Marketing, SEO Pedia, Six Degrees From Dave, Snupher, The Social Media Marketing Blog, Social Media Explorer, Space 150, Spin Thicket, SQ Central, Squeak Of The Week, Starlight Review, Strumpette, Liz Strauss, Jim Stroud, Jeffery Taylor, Teaching PR, Television Rocker Report, Tetsujin’s Blog, That Bee Girl, The Thin Red Line, This Girl’s Blog, Tough Sledding, Transmission, The TV Guy, Veronica Mars Movie, Andrea Vascellari Weblog, Web Conoscenza, Web Ink Now, Brian Whaley’s Pixelated Views, Word Sell, Writer’s Advice, Your PR Guy, Zero Calvin and Hobbes, and the The Zohner Family Blog.

Whether we agreed or agreed to disagree, thank you all for making 2007 interesting. Likewise for everyone who read and commented.

Sure, there are a couple more posts to round out 2007. But mostly I'm looking forward to a rewarding 2008, wondering who might make next year's Great Big Blog Of Everything, and making sure the lethal Marro hive is stopped from making more venomous predators in some uncharted jungle!

You have to enjoy this stuff before you're "pretty old" for it.

Striking Matches: Happy Holidays

Barefoot in the snow with blue and frozen toes,

A match girl strikes a fire to ward away the cold.

And in the sputter of the flame she seems to see

A stove to warm her hands; the comfort of a tree;

A roast to heal her hunger; and arms of empathy.


Friendships begin with faith.
May those close take a leap for you.

Happy Holidays. See you on Dec. 27.

Twittering Peas: Frozen Pea Friday

The first time I wrote about Twitter, it was less than flattering. But like so much of social media, communities have a tendency to shape themselves. Twitter has since proven itself to me, and it is now proving itself again with peas.

I have to be honest and say that I have yet to have the pleasure of knowing Susan Reynolds, an artist and new media consultant battling a dominant magpie gene and cancer. But thanks to those I do know through Twitter, I know a little more about her today.

You can too by visiting the Frozen Pea Fund, which was inspired by Reynolds. There, you will learn about her experiences and perhaps consider making a donation to the American Cancer Society. For me, making a donation was second nature. Living with my grandparents was pretty enlightening.

My grandmother survived with cancer for more than decade. She was extremely courageous, raising myself and her youngest of five children, in-between hospital visits that were frequent enough to become second nature. In the process, she taught me a little bit more about life by confronting her death on a daily basis.

She did not have the Internet to share her experiences. But if she did, I suspect she might have been as brave as Reynolds and shared them for the benefit of others. You see, she knew how it worked: no one ever really understands cancer until they are touched by someone close to them. And for that, I'm grateful that Reynolds has chosen to touch so many. I hope you will touched too.

It's about time we found a cure. Don't you think?

Self-Regulating The Net: FTC

The Federal Trade Commission released five proposed principles and guidelines for self-regulation in the behavioral advertising industry, which includes the tracking of consumer activities online (searches, page visits, viewed content, etc.).

While the FTC has been looking at privacy issues related to the Web for more than a decade, it was expected that the high visibility of privacy issues recently created, in part, by Facebook, that the FTC would be taking a Facebook hard look at privacy issues in 2008.

In sum, the FTC suggests that companies involved in tracking and targeting consumers always inform consumers of the data they collect, how it is to be used, that they have a choice to opt-in, and that any changes to this agreement are stated, which would require their expressed consent.

Here are five principles for behavioral advertising (paraphrased):

Transparency and consumer control. Every Web site where data is collected for behavioral advertising should provide a clear, concise, consumer-friendly, and prominent statement that (1) data about consumers’ activities online is being collected at the site for use in providing advertising about products and services tailored to individual consumers’ interests, and (2) consumers can
choose whether or not to have their information collected for such purpose.

Reasonable security, and limited data retention, for consumer data. Companies should retain data only as long as is necessary to fulfill a legitimate business or law enforcement need. (The FTC staff is also seeking comment on how long companies should retain such data.)

Affirmative express consent for material changes to existing privacy promises. Companies must keep any promises that it makes with respect to how it will handle or protect consumer data, even if it decides to change its policies at a later date. Any changes in how collected data is used requires obtain affirmative express consent from affected consumers.

Affirmative express consent to (or prohibition against) using sensitive data for behavioral advertising. Companies should only collect sensitive data for behavioral advertising if they obtain affirmative express consent from the consumer to receive such advertising. (The FTC staff is also seeking input defining sensitive data and whether some data should never be collected.)

Call for additional information: Using tracking data for purposes other than behavioral advertising. FTC staff also seeks comment on what constitutes “sensitive data” and whether the use of sensitive data should be prohibited, rather than subject to consumer choice. (Comments will be received through Feb. 22.)

The latter suggests carrot dangling (perceived benefits) for sensitive information (like social security card numbers) might not be an option.

Overall, the FTC has been very balanced in its approach to online advertising, recognizing there is a fine between protecting consumers and allowing companies to develop advertising programs that fund content and benefits for consumers.

But what is most important is to consider that self-regulation is generally maintained by the willing participation of companies to adhere to these principles. Every abuse, especially by visible companies, will move these principles toward permanent federal regulation. You can find the complete FTC guidelines here.

Branding America: The Year Of Living Stupid?

It has been four long months since Miss South Carolina, Lauren Caitlin Upton, stumbled on the Miss Teen USA question that stated “one-fifth of Americans cannot find the United States on a map.“ Old news? Maybe.

"I personally believe that U.S. Americans are unable to do so because some people out there in our nation don't have maps and I believe that our education like such as in South Africa and Iraq and everywhere like such as and I believe that they should our education over here in the U.S. should help the U.S. or should help South Africa and should help Iraq and the Asian countries so we will be able to build up our future for us."

While the fervor it created in the United States has mostly died down, it hasn’t slowed elsewhere in the world. On the contrary, old and new media continues to amass “evidence” that Americans aren’t so bright and the international community enjoys a good laugh about it.

So does Fred Shapiro, editor of the Yale Book of Quotations, which placed Upton’s answer as the second most memorable quote of 2007. Her confused answer was bested only by “Don’t tase me, bro,” which was uttered by a Florida college student about to be removed from a Senator John Kerry appearance.

One frequently cited post from Aby The Liberal, a non-profit socio-political information Website, compiled scores of data to ask the question “Are Americans stupid?”

In June, it cited data from the book IQ and Global Equity that claims the USA scores the lowest national average IQ among developed countries. It then goes on to point out that we’re also low in science and math, and includes an old New York Times interview with Jon D. Miller, which includes “Fewer than a third can identify DNA as a key to heredity. Only about 10 percent know what radiation is. One adult American in five thinks the sun revolves around the Earth, an idea science had abandoned by the 17th century.”

In reviewing some of the methodology used in various surveys and polls, they seem questionable, which makes me wonder if the challenge is purely educational or mostly perceptual. But even so, it might point to a change in how we present ourselves.

It used to be that Americans tuned in to see intelligent people compete on Jeopardy. Now Americans are more likely to tune in “Are You Smarter Than A Fifth Grader” to watch people look not so intelligent.

Singer Kelli Pickler’s appearance on the show, which makes Upton’s answer seem brilliant, has been watched more than 2.8 million times, several million more if you count all the variations.

"I thought Europe was a country. Budapest? I've never heard of that. Like, I know they speak French there, don't they? I wanna say, is France a country?"

Beating out Pickler on YouTube, almost 10 million watched this gem, which seems to underscore why some people say 2007 will best be remembered as the year of being stupid in the States.

Do our entertainment choices — canceling smart shows like Journeyman and producing guessing games like Deal Or No Deal? give us a hint or is entertainment just more fun with no thought whatsoever?

Is it real? Or perception? And even if it is perception, are there long-term consequences to fueling such social cues at a time when globalization is imminent?

Sneaking Peeks: Copywrite, Ink.

For the last month, we’ve been making changes to the Copywrite, Ink. site, gearing up for a great 2008. Some changes will begin spilling over here to our blog, while others simply demonstrate our continued experimentation with the integration of social media.

We’re not done.

But sometimes sharing works in progress helps inspire other people. And that is what I hope to do today. You see, there is one question I’ve learned that needs to be asked about social media by people who hesitate to include it into their marketing mix. The question isn’t “why?” The question is “why not?”



Why not begin to introduce videos using Revver or YouTube to introduce yourself or your work or something else?

Why not forego static profile pages and instead link to Linkedin, where clients and contacts can connect?

Why not skip those same old “menu bars" and make a Web site a gateway to everything else?

So that’s what we are going to do. In the weeks and months ahead, we’ll be asking “why not” a lot more often. Sure, our experimentation with integrating social media into a traditional Web sites will not work for everyone.

That’s the beauty of communication. One size does not fit all.

Of course, if you’re thinking this comes from someone who doesn’t understand the difference between small business and large corporations, please don't allow my sometimes relaxed nature fool you. It's exactly the opposite. We've worked behind the scenes with the 9-1-1 National Emergency Number Association, American Greetings, Fidelity Investments, GMAC, McDonalds, and the United Sates Air Force (to name a few).

Combined, our experience spans more than 1,000 accounts. Or, as we like to say, 1,000 secrets that very few people know about. Some of them do. And those that do also know our secrets can tip the balance between landing an account and seeing it slip away.

Socking Steve Hall: Biegel’s Attorney

When Adrants posted a mud wrestling photo and colorful commentary related to the Steve Biegel vs. Dentsu lawsuit, it attracted some attention. Most notably from Biegel’s attorney, Andy Dwyer, who offered up his own sharp commentary in a comment. It was sharp enough to convince Steve Hall to strike through his post and proclaim himself an idiot.

“I find it incredible that Mr. Hall feels qualified to post on this case when (a) he has obviously never read any of the filings in the case, even though they are all publicly available on the internet, and (b) he has never bothered to speak to anyone involved on the side of the plaintiff, even though they can all easily be reached,” noted the Dwyer comment. “Mr. Hall erroneously relied on an article in another publication, and then bought their spin hook, line and sinker.”

However, given other comments were offered up from “Toyo Shigeta,” and “Denny Crane” and “Not Biegel’s Lawyer,” one never really knows if someone who comments is who they say they are. Right?

“Is there anyone in your industry who is willing to take the time to read the court file in this case before they publicly express an opinion? Or is that too much to ask? If folks in the blogosphere ever want their writings to rise above the level of graffiti, they are going to have to work a little harder at getting their facts straight before they post,” stated Dwyer.

Never mind that advertising folks read Adrants because it provides tabloid-style op-eds in contrast to more recognized advertising trade publications, one of which Dwyer claims erred in its reporting. Never mind that Adrants never attempted to establish itself as legitimate journalism that I am aware of.

Never mind, except I still took interest in exchange. Why? Because I had read the court file. And, although I mostly write on public observation, I wanted to find out if Dwyer made the comment. Maybe he'd even answer some questions I had about the case, I thought.

He did make the comment. However, he doesn't seem inclined to be interviewed about the case beyond the reasonably polite and extended commentary he e-mailed me, which says that he pretty much has “zero respect” for bloggers. According to Dwyer, he is not alone either.

“Interestingly, real journalists have written to me in response to my post on Adrants to applaud what I said, because they are tired of bloggers being compared to journalists,” he wrote.

Highlights From The Andy Dwyer E-mail

• He commented on Adrants because he says the statements made were “demonstrably false.” He said he was setting the record straight.
• He says that he and his client have refused to partake in the media battle, contrary to statements made by some bloggers (He says they have refused comment to some journalists, and he and his client has repeatedly denied interviews).
• He likens the anonymous comments to garbage, which “reduces blogs to little more than the walls of a bathroom, where any idiot can scrawl whatever illiterate nonsense pops into his head.”
• He finds it unlikely, “even if I gave the entire court file to a disinterested observer, he would not be able to understand it unless he had particular expertise in employment matters and/or the law.”

Dwyer raises some good points, and some not so good points. Obviously it is much too early in the case to call an outcome. But it is not so early to note that the media has shifted its angling from a Dentsu spectacle to Biegel’s credibility.

It is this shift in reporting, perhaps because Dwyer and Biegel are less accessible to the media, that makes it interesting. Perhaps if they were more accessible, the burden would still be on Dentsu.

Regardless, while Dwyer is right that the case is about the law, he is not so right in saying it isn’t about branding or communication. Sure, media coverage is not likely to impact the court’s decision, but the outcome of this case may have long-term consequences for Biegel and Dentsu.

And therein lies the rub. As much as professionals sometimes proclaim bloggers cannot understand their area of expertise, sometimes those who say so do not understand blogging or communication. Really, it’s not difficult.

Understanding Bloggers: Engagement 101

In a very broad sense, when it comes to cases like Biegel vs. Denstu, it is the media that sets the stage, leaving bloggers to pen op-eds based on the setting. Sometimes, the commentary reads not unlike radio talk shows, which do allow anonymous callers to chime in.

That understood, non-communication people hoping to engage bloggers, even to correct them, are best served by evaluating the individual blogger much like they would the radio talk show host.

You see, some bloggers lean toward journalism and some do not. Knowing where any particular blogger may reside on this invisible line dictates the engagement. And that can make all the difference.

For example, singling out Hall’s post made little sense to me because all it did was invite more of the same, not less of the same. Mostly, Adrants is an entertaining take on the advertising industry. And while correcting Hall may have been prudent, going beyond the correction to take a couple of extended swipes communicates something other than what was intended.

Sure, some may hold Dwyer’s opinion that even well-known blogs “inspire fear (e.g. the Drudge Report) are notorious for repeatedly stating things that are simply not true.” (Personally, I don’t think bloggers inspire fear. Fear has to exist in those who are fearful.) Yet, he is not so right in thinking that all bloggers do not investigate as diligently as journalists. It depends on the blogger.

Suffice to say, if there is anything to take away from all this (beyond attempting to understand a blogger before engaging them publicly), it might be to understand that social media didn’t create public commentary or opinion. That has always existed.

What social media did was extend that reach beyond e-mails and water coolers, making it more public, especially to those being discussed. Sometimes, it is a good thing. Sometimes, it is not such a good thing.

I think even Dwyer might agree with me here, given he closed by saying “none of the posts on any of the blogs will ever have any relevance, except perhaps to support our claims of retaliation by Dentsu.”

Ironically, this is precisely what used to be said about journalists before bloggers began sharing the spotlight (or lurking in the shadows, depending on where your head is at). For most people, the media’s credibility always seemed to be related to how closely aligned it was to the subject’s opinion. Go figure.

Sharing Acts Of Kindness: Bloggers Unite

We purchased five books yesterday. And randomly selected five different cities. Within those cities, we chose five random addresses. And today, all five books will be packaged and placed in the mail. Five random acts of kindness.

Like messages in bottles cast out into the sea, we have no idea where they might go from there — or whether they will be read, or if they will be enjoyed, or if they will be shared as we intend — or even what their fate might be.

All we know is that somewhere in the weeks ahead, five people will each receive an anonymous gift, our random acts of kindness. And within each book, they will find an inscription that asks them to pass it along when they are done, from person to person, until the margins are filled with people who shared it.

Five books. Five cities. Five strangers.

Massachusetts. Someone in Boston will receive The Five People You Meet in Heaven by Mitch Albom. It’s a story that reminds that reminds us that our lives are often interconnected in ways we never imagined.

Colorado. Someone in Fort Collins will receive The Philosophy of Andy Warhol. Warhol imparts a great deal of pop philosophy and little bits of wisdom on the world.

New York. Someone in Rochester will receive We by Yevgeny Zamyatin. Zamyatin’s book left a watermark on Western culture and the world, inspiring everyone from Aldous Huxley to George Orwell.

Illinois. Someone in Evanston will receive the Tao of Pooh by Benjamin Hoff. It’s meant less as a statement for Taoism and more as an opportunity to share a charming and thought-provoking little book.

Arkansas. Someone in Fayetteville will receive Surely You’re Joking, Mr. Feynman by Richard Feynman. His anecdotes add something more than an autobiography.

The inscription.

“You are receiving this book as a random act of kindness. Read it, enjoy it, inscribe it, and pass it along to someone you know so they may do the same.

Knowledge is the one gift that no one can take away. So we hope this book delivers something you are looking for, and if not, then perhaps for the next person you pass it along to. Until one day, this book may find its margins filled with the inscriptions of all those who shared it.”

Pay it forward.

The concept is not new…

“When you [...] meet with another honest Man in similar Distress, you must pay me by lending this Sum to him; enjoining him to discharge the Debt by a like operation, when he shall be able, and shall meet with another opportunity. I hope it may thus go thro' many hands, before it meets with a Knave that will stop its Progress. This is a trick of mine for doing a deal of good with a little money.” — Benjamin Franklin

… just the choices we make to make the world a better place. And today, those choices have made an impact as bloggers share their “Acts Of Kindness” stories from around the world. Amazing.

Campaigning Fans: From Jericho To Journeyman

Yesterday, Amy Vernon with Remote Access let Jericho fans know that Universal HD, a cable network owned by NBC Universal, is airing Jericho for two mini-marathons in high definition, starting tonight. One person commented.

A few days ago, CBS launched a viral YouTube video that is aimed at fans more than new viewers. To date, it has received less than 15,000 views, a fraction of what Jericho fans once mustered. Even the positive comments hint at frustration.

“Thank you, CBS, for finally letting us know what the freak is freaking happening.”

Despite still being the rally cry for consumers, with Charlie McCollum, The Mercury News, recently telling Journeyman fans “good luck with that although it certainly worked with ‘Jericho,’” Jericho prospects are tired of hearing about the campaign that saved the show and not the show. Meanwhile, even diehard fans are growing weary of carrying the rally banner for more than six months with the first real word from CBS arriving last week. Too little, too late? Maybe. We’ll know in February.

All fan campaigns have limits. For evidence, take a look back at the three we turned our attention to last June: The Black Donnellys, Veronica Mars, and, of course, Jericho.

The Black Donnellys (TBD), which was pulled from the air after the first five episodes (and even one of those was unaired), was the long shot. After placing their faith in sending 670 pounds of crackers to HBO (not NBC) to pick it up as a Sopranos replacement, TBD fans had nothing left to do when HBO politely said “no” just prior to the release of TBD DVD. The fans had the passion, but not the numbers nor a full season. Abandoned.

Veronica Mars fans surged in September prior to the launch of a Veronica Mars season three DVD. Since, sales have been admirable but not earth shattering and the fan base is somewhat hindered as people focus on the holidays. If there is any spark left that will carry the concept of a movie, it might be the abundance of DVD giveaways from places like Buddy TV. Not abandoned, but coming close to a closed case study.

Jericho has also seen its share of diminished fan interest despite the best hope for a full revival after CBS acquiesced. CBS will make good on its promise to air the truncated second season in February. However, the network not only missed an opportunity to engage fans, it may also be responsible for the discourse seen throughout the post-renewal campaign. The net sum of six months suggests the network’s half-action split fans into two groups: those who believed CBS will support the show, and those who did not. Alive and well, at least through April.

All three of these campaigns provide some great insights and case studies for fans rallying behind the newest show facing cancellation — Journeyman.

Immediately following the news that NBC allowed the deadline to pass for picking up the rest of Journeyman season one, fans began a campaign to save the show, which includes pooling funds to buy and send boxes of Rice-A-Roni to Jeff Zucker, president and CEO of NBC. Why Rice-A-Roni? Journeyman takes place in San Francisco.

While I’m still being brought up to speed on the viability of the Journeyman campaign, it seems clear that consumers are increasingly prepared to pummel networks for quick cancellation of good shows. Sooner or later, networks might get the message: the old rules are dead. Nowadays, it’s better to feed shows on the bubble than let them fade quietly into the night because there is nothing quiet about vested fans and brands can only take so much.

Killing Quietly: Consumer Opinion

A few months ago, one of the advertising agencies we work with included social media as part of its marketing mix for a national account that we’ll call “Acme.” Acme has a conservative approach to marketing, so we weren’t all that surprised when they dismissed the social media portion of the proposal.

It was unnecessary, they said, because they purchase key words. A quick search of the company’s name reveals that they do. The company captures the top spot on Google and other search engines.

The fifth spot, however, belongs to consumer complaints about Acme. The sixth and seventh belong to individual dissatisfied customers. The eighth is a review site, littered with poor reviews.

Given each consumer description is emblazoned with words like “disaster” and “nightmare,” terms you cannot ignore when considering a major purchase, they outweigh any of the company’s neutral messages. In fact, each divergent and unanswered message compounds and erodes consumer confidence.

Imagine. All of this is being read before the company has a chance to submit a proposal or pitch the customer. Worse, it makes their customer service representatives look like cons and charlatans, ignorant of what is being said about their company at best.

It’s a shame because despite the abundance of negative messages, Acme is fine company. The primary reason for the disparity between their product and consumer opinion is largely related to unhappy consumers having louder and more passionate voices than happy customers, who are too busy enjoying the product to say anything.

Yet, unaware and/or unconvinced, the company continues to allow its brand to be slowly and quietly killed, drowning in the sea of social media. They have no idea, they say, why they have lost market share. Yet, part of the reason seems to be obvious.

Social media shapes more opinion than all other media combined.

One of the newest surveys conducted by BrandWeek reinforces the point.

• 47% of all respondents said they would go to a social networking site to download coupons or search for gift ideas if those services were available;

• 45% said they would visit a social networking site to find out about upcoming sales in stores or discounts on products;

• 22% said they would read or write a product review on a blog.

With results like these, even Nancy Costopulos, CMO for the American Marketing Association, told BrandWeek that they are well aware people are avoiding advertising messages and looking for alternative opinions.

While I won’t go so far as to say that social media is making advertising irrelevant, I will point out that if brands are the net sum of all positive and negative impressions (the relationship between the company and consumer), then it stands to reason unchecked social media may be delivering a deficit.

I suspect many companies know it too, but it’s hard to admit until there is a crisis. Even Acme demonstrated there is some truth to this. When the agency challenged Acme to present five reasons why social media is not right for them (which I was to politely and publicly address on this blog), they quickly declined.

Why not? If social media doesn’t matter, then what difference does it make? You know, they said, just in case. Unfortunately, based on online identity calculations alone for Acme, “just in case” seems to be “as a matter of fact.”

And they are not alone. While some accounts have engaged us in social media, several are content to say that they are not ready for it. Some are so not ready, they passed on a complimentary social media evaluation and proposal that might reveal how new media might best work for them.

The paradox is that they might not be ready for social media, but social media has been ready for them, starting more than a year ago. Since, it has been slowly and silently killing them for every day they remain disengaged. Special thanks to Evolution for allowing us to share this story; not all agencies are so ready address it. We are grateful to have you.

Advertising Focus: Online Content

Adam Mazmanian, lead editor for the American Advertising Federation’s Smart Brief, outlaid some pointed and apparent issues for 2008; challenges and opportunities that we agree will drive the conversation net year.

“Mobile marketing and social-network advertising promise to be big topics, as well as the way television advertisers grapple with an audience that is increasingly watching what they want, when they want,” he said.

Sixty two percent of Smart Brief readers, which consist primarily of advertisers and marketers, said they would advertise on an online social network. Seventy-seven percent concur that the online medium will continue to see the biggest jumps in terms of advertising growth rate.

Which medium will see the biggest growth rate in 2008?

• Online — 77 percent
• Outdoor — 8 percent
• Television — 5 percent
• Radio — 5 percent
• Print — 5 percent

Given television is counting down to go all digital and broadcast-Internet convergence seems like the next logical step in program distribution, allowing broadcasters to better develop social networks and other online support content around original programming. The future seems pretty amazing, unless eager developers like Facebook overreach.

According to Mazmanian, the FTC will be taking a hard look at the way online content providers target Web users in 2008. He said they are likely to address a growing call for a "Do Not E-mail" registry, which might be similar to the national "Do Not Call" list geared toward telemarketers.

This falls in line with what Harris Interactive cautioned mobile advertising developers about months ago. Always make it an opt-in they suggested.

All of this places a new emphasis on speed to market. Some of our own research anticipates that online content developers will be best served to have their plans in place as early as possible next year before market entrance becomes increasingly challenging, with the “shiny new object” phenomenon seeing diminished returns.

Donating Nickels For Clicks: Les Scammell

When Les Scammell, a semi-retired educator and blogger living in the little town of Gympie, Australia, heard about a family struggling to keep a roof over their heads this Christmas, he and his family decided to do something about it.

They filled a couple of boxes with toys and sent them off. It was a small gesture, but enough to remind the struggling family and their children that there is still a lot to hope for in the world. The burden of a ruined Christmas for their children was lifted.

And as they often do, this simple gift of kindness by the Scammells inspired yet another. Since they had already made a small profit on their stock portfolio, they decided to donate it rather than roll it over. The proceeds have gone on to help more children through the Salvation Army and St. Vincent de Paul Society.

From this gift, it seems Scammell learned another lesson as people often do: generosity attracts more opportunities for generosity — something he wants to share with the blogging community and anyone else who has a spare minute of time.

When you visit any of his blogs, Just 4 Families, My Radical Blogs, and Coolayla, he will donate a nickel. Visit all three today, and he’ll donate 15 cents. Visit all three, every day through Dec. 19, and you will be responsible for more than $1 donated to charity. Send 100 friends to visit, and well, you get the idea.

“We set a target of $250, but actually hope to exceed it,” says Scammell. “At present, we have $120 from online advertising (that we’re adding in) and another $50 from visitors. I hope we can make it. Really, my wish target is more around $500.”

His pledge, one nickel for every visit, with no limit, will be donated to the Salvation Army, St. Vincent de Paul Society, and several families in the area that he says could use a PMU this holiday season. PMU, he says, stands for “pick me up.” To me, it stands for lifting the spirits of others.

“I’ve found the blogging community to be rather apathetic to a lot of causes,” Scammell says. “My traffic had a tiny spike when I first started, but has since gone down a little. I was hoping someone would Digg or help push it in other venues. But I have met some new people through the promotion and they are loyally visiting each day.”

Undeterred, Scammell continues to promote his pledge and ask people to be part of it. Nothing would make him happier than to see people visit his three blogs and drive his next donation amounts to $500 or $1,000 or even $1,500. But even his original pledge of $250 would touch a lot of lives, including yours if you take just a minute of time to visit all three blogs today, tomorrow, and for the next seven days.

• Just 4 Families provides tips and hints for helping families.
• My Radical Blogs offers reviews and rants from the radical blogger.
• Coolayla, his newest blog, paints a picture of the town he lives in.

All three of them make giving easy with a nickel a click for children this Christmas, or a nickel for hope this holiday season. Whatever you prefer, I can promise you this — generosity attracts more opportunities for generosity.