Fighting For Frequency: Advertising

The old number was 80, but the new number might be significantly higher. One station general manager told me it is as high as 240 impressions before a message begins to stick.

That’s a boatload. And advertisers, marketers, and media are all working hard to keep up by finding new places to tap space for advertising. So if you aren’t excited by advertising that pops up on the bottom of the screen, stay tuned — Bravo tests a new L-shaped bar that will potentially deliver even more ad messages. Not everyone is happy about it.

"It's distracting. It's frustrating, and you feel helpless," said Robert Weissman, managing director of Commercial Alert, told Advertising Age. According to their Web site, the non-profit’s aggressive mission is to keep commercial culture within its proper sphere.

Part of the reason for the increased proliferation of advertising is part Internet (with Facebook leading the charge) and part consumer behavior toward network television. The American Advertising Federation is currently running a smart poll that asks its readers if they use their DVRs to fast-forward commercials. So far, more than 85 percent say they do (and AAF SmartBrief readers are predominantly advertising people).

Of course, it’s not limited to entertainment. AT&T is experimenting with income marketing, a concept we’ve tested for non-profit efforts over the last year. Taking it a step sideways and using custom-product generator Zazzle. Adweek describes it as an “Atmosphere BBDO-created Web site that invites visitors to construct their own make-believe, mash-up localities.”

If you like the idea and purchase a shirt with your custom mash-up, you’ll also sport the AT&T brand on the back of your shirt. Allowing consumers to partly embellish the design is pretty creative in engaging consumers.

However, when you start to stack it all up, one starts to wonder if marketers are becoming a bit delusional over the values of frequency and reach at the expense of the value proposition and message. Who knows? Perhaps advertisers are unknowingly searching for a tipping point when seeing a brand name everywhere might create a negative impression. (Think Pairs Hilton or Britney Spears saturation).

Then again, if there is no tipping point and seeing identity-driven banners anywhere and everywhere really does mean something to consumers, I might start selling a piece of dry erase board when I’m teaching again in spring. A badge on my suit? Well, that costs extra.

Blogging For Hope: Verna Corbett, Keep It Simple

Verna Corbett and her husband Blair know something about children. All together, they are raising 10 children, five of which were adopted from the foster care system. But even more amazing, their hearts remain bigger than this family of 12.

Every day, the Corbetts do their best to heal the pain endured by their five adopted children. Most of them have suffered through extreme neglect as well as severe physical and sexual abuse at the hands of their birth parents.

Even though they have been valuable members of our family for over five years now we still see weekly, sometimes daily, effects of the abuse they suffered through,” says Corbett. “Some people call me an angel or think I’m just so wonderful, which is just not the case. I am a normal woman who gets frustrated like everyone else that has a heavy heart when it comes to hurting children.”

For Corbett, joining one of 10,000 bloggers who participated in Bloggers Unite, the fourth social awareness campaign organized by BlogCatalog, was natural. So natural, unlike most bloggers who were already BlogCatalog members, she submitted all of her blogs the day before the event — just to participate in the campaign.

While all of the posts are touching testaments to her family’s efforts, one penned by Corbett, Innocence Gone, provided a stirring glimpse into Ark Of Hope for Children, an inspiration that has become a lifelong labor of love and commitment to help heal the hearts of children who have been abused.

The Ark Of Hope for Children is a non-profit organization that will build a Christian-based community of homes to provide stable, loving care for previously abused and neglected children, who are currently among the 32,000 children sheltered by the Florida foster care system (there are more than 512,000 children in the foster care system nationwide).

“We’ve purchased 80 acres to build 3-6 single family homes to act as foster homes, which is fully owned by our 501c3 non-profit organization,” said Corbett. “Each home will house six children plus a pair of on-staff foster parents. Brothers and sisters will then be able to remain together because of the increased bed space.”

Currently, the family is raising funds to pay down the $130,000 balance on the 80-acre property before beginning to raise money to build the homes, but they have other needs as well. To help raise additional funding, slated for the first home, the family has also joined Change.org. Change.org allows people to donate to specific needs to the organization.

Keep in mind that the Corbetts are doing all of this while raising and caring for their own family, which already includes five children saved. Corbett says it can be challenging, especially since the non-profit is separate from their family, but they have faith.

“After we had adopted our children, we would get calls from the school our children went to and the Gainesville (Florida) Shands Hospital informing us of other children who needed good homes,” Corbett said. “This led to a vision that is much bigger than what my family can do. We don’t have many material things that a lot of American families have, but we have God, faith, and love that people can see.”

According to Corbett, more than 162 other BlogCatalog bloggers are now included among those who see their love, faith, and devotion to being part of the solution. She includes the entire BlogCatalog team, who she says were very helpful and gracious in approving all their blogs at the last minute, just for the opportunity to participate in the campaign and enter the Blog For Hope Contest sponsored by Copywrite, Ink. in cooperation with BlogCatalog.

“We want to encourage more people to partner with us and help children who have been through abuse find ways to move past the long-lasting emotional trauma,” explains Corbett. “Doing this effectively will enable them to break the chains of past abuse and move on to lives filled with faith, hope and love. Without this hope, they too often grow up to face homelessness, welfare, and imprisonment because they were never equipped with the knowledge of how not to become like their relatives that abused them.”

Among the prizes, Copywrite, Ink. will be donating any proceeds from “Shed No Tears” T-shirts, which Corbett’s post helped inspire. Knowing that T-shirts tend to help raise awareness more than any tangible funds, I can assure you that this pledge is simply not enough.

The Ark Of Hope needs your support as the Corbetts are doing more than their part; several contractors have offered to provide their services at cost. If you cannot donate for any reason, consider sharing their story with others. If you cannot share their story, save a prayer for them and the lives of 32 more children that hang in the balance. Prayers, at least, are free.

You can start by simply reading Verna Corbett’s winning post. Congratulations again, Verna. And on behalf of the judges, thank you for touching our lives and allowing us to help tell your amazing story.

Speeding Messages: Fans4Writers

Most people already know that the Writers Guild of America, West, (WGAW), and the Alliance of Motion Picture and Television Producers (AMPTP) have mutually agreed to resume negotiations on Monday, Nov. 26. While Patric Verrone, president of WGAW, cautioned that returning to the bargaining table is only a start, it seems unlikely this strike will eclipse the five-month strike that occurred in 1988.

Why? The Internet, of course.

No, not because of the impending mass exodus of viewers to the Web as The Wall Street Journal might suggest to some. Forbes seems to have captured the better picture on this concept, noting that Americans tuned in to television programming more than eight hours a day last year, a record high unchanged from the previous year.

Network ratings aren’t down because people watch less television. They are down because viewers have more control over their entertainment options. Simply put, if viewers do not like what is on the major networks, there are hundreds of other channels to choose from. And, if they don’t like any of those programs, there is always the DVR list, stocked full of saved programs.

Convergence will work in other ways, but it won’t mean the death of television, only a transformation of how we see it today. Most of it will be for the better.

Why? The Internet, of course.

Passive viewers have become active consumers. And these consumers connect, organize, and take action on (and off) the Internet. Let’s take a look.

Fans4Writers, which was started by Joss Whedon (Firefly and Buffy The Vampire Slayer) fans, quickly opened to other veteran fan groups, including well-organized Jericho and Veronica Mars fans. This created a near immediate communication stream, first between all fan groups, and then between fans and writers.

It works something like this: striking writer captains upload a message on the Internet, like sending pencils to “media moguls.” This information is rapidly picked up by Fans4Writers. Unofficial representatives of various fan groups quickly relay this information to their centralized forums, which is then taken up by individual fans. The communication stream takes a few hours, maybe minutes.

In contrast, the networks are mostly communicating their case through the AMPTP, which posted its defense online and then attempted to communicate its message through mainstream media, primarily print (because network coverage of a writers strike doesn’t resonate). These messages are then filtered by journalists, some of whom are more sympathetic to the writers, who make better interviews anyway. It might take a day or days for the communication to reach the public, and there is no guarantee the message will survive. In fact, it often doesn’t.

Why? The Internet, of course.

So, there is a good chance the Internet, which caused much of the contract conflict, will likely also be the reason this strike will be short. After all, networks and studios tend to have a neutral or even adversarial relationship with their customers whereas producers and writers are becoming increasingly engaged with them.

When you think about it, this creates a significant brand shift. When today’s viewers think Jericho, they think Carole Barbee and Dan Shotz (some even think Steingberg, Chbosky, and Schaer), before CBS. When they think Firefly, they know Joss Whedon. When they think Veronica Mars, it’s Rob Thomas.

It used to be only a few creators were so well connected with fans; nowadays, it’s everybody. No wonder only 6 percent of the public support the executives and 72 percent support the writers. For fans, the brand disparity seems apparent: writers create the shows they love and the networks decide if they’ll be allowed to watch them.

Revisiting Metrics: Social Media Equation

“… most bloggers who have not yet established a large readership and built a solid base of well-tagged content for search engines get very distracted by all of these measurements and allow themselves to become [too] focused on these metrics …” — Alan Jobe, noting that, even so, it is still important to be aware of them.

Jobe’s comment came shortly after I asked BlogCatalog members what they thought of prevailing social media metric measures, which I asked along with presenting my I/O=ROI concept yesterday. Only a few answered, but they were the right ones.

I trust Jobe’s observaton as a seasoned blogger with two blogs, including one of my favorites, The Thin Red Line, where he reviews books. I also tend to agree with his point as well, which leads me to clarify my theory.

My dismissal of Google PageRank, Technorati authority, Alexa traffic, etc. as measures does not suggest that metrics are not part of the social media equation. They just don’t belong in the measurement column and an SEO blogger told me why.

Chris, who writes Matts Nutts, a blog dedicated to SEO and blogging (among others), understands the the various technologies better than most. And he pointed out that the aforementioned metrics can all be manipulated to get what you want. As such, they are not measures. (Chris does look at return visits, page rank, and [meaningful] links.)

I have a good example. One week ago my Technorati authority was 201; today it is 176. If this a true measure, someone might conclude our blog is in trouble (some bloggers might even panic). But the truth is that my authority was unintentionally inflated as part of David Meerman Scott’s 150 bloggers “I’m in the book!” link list. One hundred and eighty days later, those links fall off, except for the handful of participants we have since engaged on other topics.

This is the one flaw with the short-term transaction like “link love” and tagging long lists of people for no reason other than implied payback link. It serves as a short-term metric inflator, which makes Technorati a less than ideal ROI measure.

Coincidentally, my friend Geoff Livingston did something similar with his and Brian Solis’ book, Now Is Gone, but it never took off as a “I’m in the book” link list. (I’ll be reviewing their book soon; check it out on our Amazon widget.)

Of course, I am not saying that Technorati rank can be ignored as a comparative tool. All I’m saying is that this metric, like most, is better suited somewhere else in the equation. As Kevin Palmer, BuzzNetworker and Pointless Banter, offered …

“I totally agree the content has to be solid. But I see when I put an extra effort into improving one of these numbers how much it impacts traffic and thus the amount of readership I get. I question if I write too much and don't promote enough.”

This makes a lot of sense to me because it fits with strategic communication and drives home the point that some metrics, currently counted as measures, aren’t really measures at all.

They do, however, indicate reach. I think it's an important distinction for bloggers and social media professionals to make when speaking to new entrants: most metrics, on their own, are not indicative of any true value just as the number of billboards doesn't mean you have a good product and the number of political signs doesn't mean you have a good candidate. So I/O = ROI works.

Still, nothing is that easy. Mark Stoneman, a historian who authors several blogs, including Clio And Me, asked what about other variables like resources. He's right, we need something else to help I/O = ROI make sense. Perhaps this...

Social Media Equations For Business/Professional Blogs

Intent times (value proposition plus effective communication times reach) equals Outcomes.

Outcomes divided by Investment (budget plus time plus experience) equals Return (cost per outcome).

Ergo, social media metrics are part of reach and not the outcomes.

The reason is pretty simple. You can gain just as many links and traffic with a social media crisis or plea to readers as you can with something that reinforces your brand. Given that, metrics cannot be an accurate measure for business. For individual bloggers hoping for more readers, the equation may need a term adjustment.

Social Media Equations For Individual Blogs

Passion times (niche expertise plus good content times promotion) equals Readership.

Readership divided by resources (budget plus time plus knowledge) equals Influence.

In other words, pursuing social media metrics (reach/promotion) before you demonstrate expertise and solid content, as some bloggers do, only damages influence over the long term. As the old adage goes: good advertising is the fastest way to kill a bad product.

Oh, if you are wondering why I qualified individual bloggers as those who want readership vs. any blogger, it's because not all bloggers want readers. For example, I have a private and secure blog that no one outside of our extended family will ever see. The point being is that its success cannot be measured by social media metrics.

Likewise, for many bloggers, having fun is enough and sometimes that is the best measure of all. And that's why I/O = ROI works for them too.

Evolving A Blog: Social Media ROI

The debate seems endless. The argument circular. And the affirmation echoes apparently tied to technologies like Google PageRank, Technorati authority, Alexa traffic, Feedburner subscriptions, Facebook friends, Twitter followers, return visitors, comment counts, and any combination of the aforementioned.

We may as well be counting column inches and trying to convince clients that public relations can somehow be equated to paid advertising space of roughly the same size; count total mentions in tier one publications (whatever those are); or assign erroneous values to stories that are positive, neutral, or negative despite knowing that negative stories carry eight times the weight.

While these measures might be valid in some cases, they are not valid in every case. Neither is the abundance of technology-based measures being pushed in social media. They are the measurements of activity and/or popularity, which is often contrary to the proven concept that the true purpose of any communication is to change opinion or behavior. So the question remains...

How do you measure the return on investment of social media?

Simply put, social media measurement depends on the ability of the communication to meet defined objectives. In other words, much like public relations, the intent vs. the outcome is the ROI.

Even the evolution of this blog works well as an example because its purpose has shifted three times since its launch in 2005 (we had run several experimental “ghost” blogs prior to launch). Each time, regardless of rank, authority, etc., it met its objectives.

I’ve broken the transition into three shifts for simplicity, even though these transitions were not hard changes. A parsed overview follows...

Copywrite, Ink. Blog 2005 – Augment Instruction

The initial purpose was simple — augment my classroom instruction with observations, including comment on communication examples in real time; develop handouts for classroom discussion; and evaluate the potential business applications of blogs for select clientele.

While the objectives were not earth shattering, they were met. In addition, as I was the only communication person in market experimenting with blogs, it led to a speaking engagement for the local chapter of IABC. (Today, that first PowerPoint presentation is a snapshot of social media history, back when 90 percent of bloggers were ages 13-29.)

Copywrite, Ink. Blog 2006 – Education And Promotional

While the original purpose did not change, this blog began to evolve from its early academic function to a dual-purpose communication vehicle. On several occasions, prospective clients had visited this blog from a Web site link and selected us based in part on what they read. We knew because they mentioned specific posts.

• Augment educational instruction for public relations certificate students at UNLV.
• Evaluate and experiment with new technologies so we weren’t asking our clients to test them.
• Promote select experience, especially because it changes too frequently for other communication vehicles.
• Reinforce our mission to produce the most effective communication possible by composing powerful messages across all media.

Meeting these objectives expanded our knowledge base about blogs and others trends in social media, including spotting convergence earlier than most after of a chance discussion with AT&T. In addition to the above, it provided a communication vehicle for non-news direct to the public. (Unlike some in public relations, we don’t spam the media with non-news).

We also secured several accounts that we may not have secured without the benefit of the blog because our strategic communication skill sets became more visible. It also helped expand our out-of-market clientele base.

Copywrite, Ink. Blog 2007 – Education, Experimentation, Engagement

As a sub consultant for advertising agencies, public relations firms, etc., we really cannot afford to share as much as I would like because, frankly, many accounts we work on are not our clients, but accounts served by our clients. Sharing insider information is unethical.

However, by the end of 2006, we noticed that there were ample case studies materializing on the Web where CEOs and communication professionals seemed baffled by the outcomes, despite the fact they seemed obvious to our team. So we shifted our objectives once again by taking strategic communication principles well beyond the classroom and into the real world with a bigger audience.

• Augment educational instruction to prepare students for a communication landscape that has changed.
• Experiment with new technologies, gaining insight and understanding in how they may impact communication.
• Engage in the conversations presented by colleagues to assist in deepening the fundamentals of social media without losing the proven principles of strategic communication.
• Demonstrate experience and a value proposition by presenting insight into living case studies that represent best and worst practices rather than talking about “us” all the time.

In evaluating the parsed objectives above, you might notice that they cannot be measured by Google PageRank, Technorati authority, Alexa traffic, Feedburner subscriptions, Facebook friends, Twitter followers, return visitors, comment counts, and any combination of the aforementioned.

On the contrary, the measures are based on how well students are prepared for social media; how much we understand new media trends as they relate to communication; whether we deepen conversations on select topics; and if, as a byproduct, we are able to develop and nurture long-term relationships with clients and colleagues by sharing knowledge.

It’s about that simple, or perhaps, that complex.

One blog. Three different communication purposes. All successful based upon the stated objectives. And not even one purpose is tied to “activity” measurements. In fact, if we begin to measure success based on activity and not intent vs. outcome, we risk allowing the message to manage us rather than us managing the message.

More tomorrow, despite breaking the short post rule once again. Ho hum. Now I have to go wait in line at the DMV. Measuring "activity" there is futile too.

Smoking Strategies: David Maister

Beginning straightaway with the title of David Maister’s new book, Strategy And The Fat Smoker, he shares the pointed observation that most professionals, especially managers, already know what to do for long-term success (and why to do it), but are too easily swayed by bad habits, short-term temptations, and misaligned measurements.

It’s a classic definition of the difference between intelligence and wisdom: smart enough to know, but not wise enough to do.

We already know that our business goals are best served by developing long-term relations with our clients and customers, but we’re too easily distracted by chasing any and all new business because the short-term transaction is so very, very tempting. In advertising, it translates into runaway creative without the benefit of communication purpose. For social media, it might mean link love and buzz vs. the pursuit of tangible business outcomes. In our personal lives, it might be super sized fries for lunch, every day, because packing a sack is too darn inconvenient.

We already know what we could be doing but until a crisis occurs, we’re forever stuck on the short-term treadmills that take us nowhere. Well, most of us.

You really don’t have to endure a crisis to actualize a better business strategy. As Maister, a recognized authority on the management of professional service firms and former faculty member of Harvard Business School, notes: all businesses talk about outstanding client service, teamwork, healthy work environments, and investing in the future. But so few really do, largely because their statement of objectives does not match the outcome they want to measure — increased revenue and profit margins.

We know it’s true, despite the fact that very few companies tell the truth, plainly stating that they are most interested in chasing cash and, nowadays, Web traffic. And, most that don’t talk about it are usually delusional or just plain liars. No wonder there is a disconnect between businesses and their customers.

Where Maister will likely strike a chord with some is in pointing out that applied wisdom leads to sustainable success. He presents a case for how individuals, managers, and organizations can put what they know how to do into action. However, we can only hope that someone inside every fat company can use the various tools, techniques, and thought processes to convince the executive team that a diet is warranted.

While some will find the shifts between individual and organizational strategy, as well as some personal experience tossed in, a bit jarring at times (along with frequent references to his other books), it’s not enough to detract from the value that can be gained. Maister expertly paints an accurate, if not frightening, picture of business as usual today.

“It is not uncommon for me to be told even by the most senor people that their firm’s impressive financial results have been accomplished by a management team which has consistently created an environment of fear and insecurity,” writes Maister. “The simplest explanation for the prevalence of this ‘abusive behavior’ is the simple fact that, in the right situation, it works!”

However, he distinguishes that such short-term work-under-fire tactics are exactly that — tactics that will eventually lose their effectiveness and eventually elicit resentment. In contrast, proactive, passionate, and positive management teams energize and excite people about what they do, which in turn becomes tangible in the way the workforce interacts with clients. Long term, applied wisdom will lead to better financial results.

He’s right. As I’ve often advised agency owners, especially those who have an account executive background, negative reinforcement can teach mice to press a bar for cheese, but it never did anything for creativity. And even with mice, too much negative reinforcement will eventually immobilize them.

My net assessment of Strategy And The Fat Smoker is that it provides some much needed advice for the increasingly fast-paced world of random transactions, especially those that occur online. Business, especially communication, is poised for a shift toward relationships that mean something, whether that means people to people or product to consumer.

Strategy And The Fat Smoker is an important first step for managers and leaders to look in the mirror and take action before the crisis. And based on the Watson Wyatt study highlighted in October, I suspect Maister’s book will be on the shelf none too soon.

In the interim, I highly recommend his blog, one of the few I frequently read without ever becoming irritated by the content. But then again, as a strategist in principle if not always practice, I prefer it over the noise that sometimes overshadows good work elsewhere.

It’s good enough that I’ll refer to and reference his book often. It's just another observation: with social media, almost no review is limited to a single post, but instead becomes infused in the principles of the writer. With Maister's principles so close to my own, it's easy.