Considering "That Guy": Chris Brogan

Yesterday, Chris Brogan, president of New Marketing Labs, wrote a post about "that guy." You know, "that one" who engages in social media from a purely push marketing perspective.

"'That guy' shows up and starts bullhorning (sic) her message into the crowd," he writes. “'Hi! I can show you thirty ways to make money while you sleep!'”

To make matters worse, the less attention they receive, the louder they get. THE BIGGER THEIR WORDS BECOME. And the more exclamation points they use!!! As if ... as if punctuation and caps can somehow communicate what their words fail to say.

Sooner or later, "that guy" or "that gal" might even find themselves in a virtual vacuum because the outcome of their marketing message results in aversion as opposed to attraction. Don't they know, in the words of Mary Stewart, that "it is harder to kill a whisper than even a shouted calumny." Shhh...

Brogan then offers ten ways to build relationships before you ask anything. It's a useful list. I encourage you to check it out.

However, all the tactics in the world can't help you if you don't change the strategy. Most online communication, especially one-to-one communication, is virtually identical to face-to-face communication, with exception to its relative permanence. The brain doesn't distinguish between online and offline experiences, and perhaps, neither might you.

There is no difference between online and offline engagement.

"That guy" and "that gal" exist offline too. They are the same people pumping business cards into the hands of everyone at a business luncheon before the smile that accompanies an initial introduction has time to fade long enough for our brains to file away their face for future recognition. "That guy" and "that gal" are the ones who give marketing sales a bad name.

Sure, card pumping works in the short term much like a lion pouncing on prey. But long term, it only leads to indigestion as little whispers become attached to their reputation. You might have heard them before. "Oh no," they might say. "Here she/he comes again." And with those whispers, over time, come feelings of aversion.

Really, it's not all that different from what Bill Murray's (Phil Conner) character felt when he saw Stephen Tobolowsky (Ned Ryerson) on the front end of the film Groundhog Day. In fact, we all felt aversion to Ned. That is, until we had a chance to see him as a real person, much later in the movie.

My point is simple enough: there is only one secret to online engagement. While business blogs are fine, and we all expect they might share something about the business, individual engagement is person to person and requires offline sensibility. Why? Because it's the same. Did you hear that? Yeah ... it's the same.

Just don't tell "that guy." We appreciate the early warning.

Leaking Wolverine: How Much Is Too Much?

"If it's a good movie, it won't f*cking matter. People will go see it. But if it's a bad movie, it could have consequences." — Geoff Ammer, recently departed worldwide head of marketing and distribution for Marvel Studios

At least that is the theory Ammer told AdAge about the an early print of "X-Men Origins: Wolverine" being leaked via file-sharing technology such as BitTorrent. But is it true?

According to sources, News Corp.’s Twentieth Century Fox initially pointed out that the film had been leaked in an e-mail statement, drawing even more attention to the leak before it was removed by a site they did not identify. (It was BitTorrent). Along with the announcement, News Corp. rose 34 cents, or 5.1 percent, to $6.96 today in Nasdaq Stock Market trading.

The buzz up more than quadrupled interest in the film yesterday as more than 75,000 downloads took place in a few hours. Prior, mentions of the film were steady but otherwise uneventful.

The studio also said the F.B.I. and the Motion Picture Association of America were both investigating the film’s premature distribution. The real concern, according to the studio, is that the leak was only 90 percent complete and has since received some negative buzz on blogs such as In Gob We Trust, which said "The entire film just felt cheesy, more in the vein of Batman Forever than anything else."

“We’ve never seen a high-profile film—a film of this budget, a tentpole movie with this box office potential—leak in any form this early,” said Eric Garland of file-sharing monitor BigChampagne told The New York Times.

In early 2008, a three-episode leak of Jericho Season Two (almost half of the truncated second season) quelled the excitement of the series return to television after a hard fought campaign by fans. CBS later told us it did not intentionally leak three episodes, but did release three episodes to reviewers.

That leak provided a interesting look at how fans view online leaks. Half were appalled by it; half speculated that the studio wanted the series leaked. Indeed, sometimes they do. The entertainment business is relying more and more on buzz to make major decisions. And a well-timed leak of information, clips, etc. can help drive it.

Both Jericho fans and Veronica Mars fans have kept a close eye on speculation that their series might find a new home on the silver screen. For Jericho fans, they've been receiving some mixed, although positive messages, about a Jericho movie. Veronica Mars fans have had a harder time hearing what many considered a green light only to have it turn red.

We disagree with the "leak to win" theories that seem to play on the emotions of fans or run too deep of a risk to derail momentum upon bad reviews by people predisposed to dislike them. In my opinion, fan groups, many of which are immersed in social media and vested in the creations, deserve authenticity from studios over roller coaster rides that only hope to measure prevailing interest. It's not that difficult to talk about the project over leaking the product, and provide movies a chance to thrive on their own merit.

All too often, leaks, intentional or not, are reviewed and commented on by the wrong people — people with little interest in the material — and then are panned. X-Men Origins: Wolverine could become a poster child example. In this case, the leak has resulted in a split decision among people who have seen the semi-complete film, thereby hindering early momentum that might have been driven by pockets of X-Men fans like those at X-Men Fan Site or groups within sites like Superherohype.com.

Releasing SME 14.0, Beta: Copywrite, Ink.

For the last several months, Copywrite, Ink. has been working with a former Cognitive Autoheuristic Distributed-Intelligence Entity (CADIE) developer on a side project to take social media to the next level. We call it SME 14.0.

That's right. Rather than plod along from Social Media Expert 1.0 to 2.0 then to 3.0, we've leapfrogged right over all those cool and catchy numerals to Social Media Expert 14.0. And, for today only, you too can become a Social Media Expert 14.0 (SME 14.0) beta tester. (If you like Hunch, you'll love SME 14.0!)

Social Media Breakthrough: SME 14.0 Highlights

Virtual Followers. Everybody knows that social media is all about numbers. The more popular your blog, profile page, or social network account becomes, well, the more popular it becomes. With virtual followers, you can forget the early social media stages and jump right to "Mr. or Mrs. Popularity" because they come built in with every blog or page you create! Just pick a number — 100 or 1,000 or 10,000 followers — and real people will automatically want to follow you.

Even better, with virtual followers, you have even more reason to ignore those pesky critics. After all, who cares what real people think when you have hundreds or thousands or millions of virtual followers praising your every move!

Automatic Retweets. Inspired by Mack Collier. For anyone worried about their Twitter strategy, worry no more. Automatically set your Twitter account to Retweet everything specific people say and gain popularity, influence, and authority. That's right. Never miss an opportunity to Retweet select real people so they Retweet you!

When combined with the power of virtual followers, your message could be Retweeted 10, 20, 20,000 or 20,000,000 times as quickly (or throughout the day) as you want. With 10,000 Retweets per tweet, nobody will ever question your authority again.

Predetermined Crowd Sourcing. You know and I know it too. As Josh Catone said back in 2007 "a million idiots are better than one Einstein." The only problem is that crowd sourcing and clients don't always mix, until now!

We've fixed the paradigm with SME 14.0. By planting thoughts in the crowd with Jedi mind trick technologies so each and every crowd will be predisposed to agree with whatever you or your client thinks. You can forget manipulation because SME 14.0 sticks whatever outcome you want right inside their mushy little cerebellums.

Don't believe it? Just ask us for our short list of alpha testers and see for yourself. One of these early adopters even convinced you to invest what might amount to $75-$125 billion in failing companies!

Automated SEO Posts. No time to blog, but you want SEO like only Mr. Web Guru can do? Problem solved. With automated SEO posts, you can pick a subject and have it mashed up with all of the hottest search terms today. Here is one real life headline example...

"Jennifer Garner and Paris Hilton Tickle Obama On Google For Taskbar News and SME 14.0!"

Not only is it vetted as powerful a SEO headline, but it's proven to please your virtual followers after predetermined crowd source testing! Organic disruption of the Web has never felt so good.

Total Transparency. Sure, I know what you're thinking (seriously). Doesn't SME 14.0 game the system? Is it really authentic? How about transparent? Well, it absolutely is all those things and more!

You see, last December, we took Geoff Livingston's post about Pew/Internet research to heart. It said “The transparency of people and organizations will increase, but that will not necessarily yield more personal integrity, social tolerance, or forgiveness.”

Total Transparency solves the first part of the Pew/Internet challenge. With Total Transparency features, what you "think" is precisely what is posted across all your social network platforms. That's right. No more sugar coating. You think it, say "post with SEO," and SME 14.0 automatically transmits from your brain to the board.*

*Warning: SME 14.0 is not responsible for outcomes thought in a water closet, on a nude beach, or other potentially distracting environments.

Ethics Checker 1.0. SME 14.0 also solves the second part of the Pew/Internet research statement with Ethics Check 1.0. Just prior to posting your thoughts direct, Ethics Checker 1.0 springs into action.

Want to give away a K-mart gift card or provide people the inside scoop on a duck without the push back? Now you can!

Ethics Checker 1.0 rates your "thought post" just prior to letting it zoom across the Web. This built in bonus program rates your post for potential ethical impacts on a scale of one (nice halo, baby) to ten (red tomato moment).

If you think that is impressive, next year SME 14.1 will come pre-installed with Ethics Checker 2.0, which includes a little man who looks a lot like Malcolm McDowell. Any time you have a "thought post" rating higher than a five, the little man will slap your face, eventually curbing you of unethical behavior once and for all.

Ultimate Fan 32.5 Add On Enroll as a beta tester for the SME 14.0 right now, and you'll also get UF 32.5. UF 32.5 was designed for all those people who have no original thoughts whatsoever! No thoughts? Never fear, UF 32.5 is here!

Now you can follow your SME 14.0 favorites in style. UF 32.5 automatically RTs, comments, writes praise posts on everything they say and do. Pick from plenty of options "Your best post ever!" to "I'm a mindless follower of >Blank< and you ought to be too!" Amazingly accurate and loads of fun, UF 32.5 is the ultimate tool to kiss some serious SME butt. In fact, over time, the UF 32.5 even helps you think, dress, talk, and post like all of your favs and peeps do!

Here's an actual testimonial from an UF 32.5 alpha tester...

"I used to talk about Jeff Jarvis all the time until my friends got sick of me. But now, thanks to UF 32.5, I am Jeff Jarvis and everybody loves me! The tag line says it all 'Who cares what Google would do when you can be a Jarvis too!'" — Jeff Jarvis, formerly Daniel Sheehan, and soon to be Robert Scoble.

SME 14.0 and the bonus program, UF 32.5 is not for everyone. It's only intended for people who use the Internet. Some restrictions apply. Not currently available in France. Beta testers also receive new program announcements more frequent than Ragan updates. Advanced training sessions coming soon: "The Lazy Person's Guide To Linkbait," "How To Fake Read A Post And Still Comment Like You Care," and "How To Post On SlideShare When You Don't Know What FAQ Means."

Important Disclaimer: Using these products will in no way assimilate you, to the best of our knowledge. Any similarities between the Borg and SME 14.0 packaging are purely coincidental and meant for entertainment purposes. It is also a healthy nod to the upcoming Star Trek film, despite no appearances of the Borg in this upcoming film.

Shifting Ad Dollars: Reckitt-Benckiser Migration

"We've seen a fundamental shift in consumer consumption and media habits migrating over to digital video. Obviously YouTube started it, but we want to be aligned with professional content. With broadband getting to the scale that it has, the shift has happened. The integration of traditional and digital media is here now." — Marc Fonzetti, media manager and internet specialist for Reckitt-Benckiser

According to AdvertisingAge, Reckitt-Benckiser joins a long line of companies that are increasingly interested in the net. The company plans to shift an estimated $20 million in TV ad dollars to the Web for more than 15 of its brands, including: Lysol, Air Wick, Mucinex, Finish and Clearasil. $20 million is still only a small percentage of its estimated $475 million media purchased, but signals an accelerated migration.

The increasing emphasis on the Internet isn't only about CPM. Its also about market share. The company, which markets everything from Electrasol dishwasher products to French's mustard expects to increase its market share from 30 to 31/32 percent in 2009. Even more striking, Rob De Groot, head of the group's North America and Australia region confirmed what our research for some of our accounts has been saying for some time.

"The start of the recession has been here for the last six months. We haven't seen any recession in our numbers," he said, according to Reuters. "There is no reason to doubt that our innovation-led strategy is not working."

Right. Recessions are elective. Innovation is exempt.

Reckitt-Benckiser has frequently led the U.K. stock gains, including adding 7.6 percent profit after beating analysts’ estimates in February. The real losers in their most recent move might be major TV network Web sites. Reckitt-Benckiser decided to partner with ad-serving video ad networks such as Glam, Tidal TV, YuMe and Brightroll, rather than TV network Web sites, to avoid higher online CPM charges.

It's long past time for advertising agencies and communication-related firms to consider the obvious. Convergence is accelerating at a increasingly rapid pace. In fact, from our independent research, there is virtually no one under age of 30 that distinguishes media from social media or broadcast from online digital. Besides that, traditional broadcast doesn't reach mobile.

All this means that 2009 is shaping up to be exactly what we said it might be. Except, this is the year of communication in three months, not 12.

Measuring Communication, Cost Part 1

While most communication measurement models ask professionals to consider the cost per impression as it pertains to the cost of the media purchase, the better measure is "cost per outcome" or "cost to achieve intent" (assuming the intent is achieved). While impressions are important, there still needs to be accountability in determining what those impressions achieve.

In the ROC abstract, there are three cost considerations: actual cost, time to produce, and experience required. The first, actual budget, is the easiest to determine (C = b + t + e). Specifically, the budget consists of the cost of the project, including printing, production, and distribution. Although overlooked by many companies, it's best to include internal staff time, benefits, etc. and/or the total cost of the external sources.

Why is important to calculate all costs?

Calculating the cost of any campaign, and elements within a campaign as they pertain to outcomes, can help communication managers and executives make better budgeting decisions. For example, if Publication A delivers 10,000 impressions at a lower CPM than Publication B, which delivers 500 impressions at a higher CPM, most managers would cut B before A. However, if Publication A delivers 10 outcomes while Publication B delivers 100 outcomes, then the decision would be flawed because Publication B actually has a higher ROC.

The thinking isn't new; it's principled, well-reasoned, and had been adopted by a few media buyers who realized it was often better to buy time on a television show that your audience watched than to buy bulk value rotate "deals" that landed you impressions at 3 a.m.

Last year, I provided a different real life example where I heavily recommended a local Ham Supreme retailer to place a good portion of its media buy on an unproven pilot program. The agency I was working for balked at the idea, insisting we buy a high frequency cable rotate instead. The result: Ham Supreme ran heavily at 3 a.m. in the morning instead of on a show that eventually climbed to number one. Why did I want the pilot? Psychographics suggested Home Improvement viewers might like big ham sandwiches.

The point is that every communication related service — advertising, public relations, marketing, etc. — needs to focus on maximizing impressions. Doing so leads to better decisions. Likewise, the same can be said for decisions related to the cost of production, e.g. if a $2 per piece brochure delivers the same outcomes as a $200 per piece brochure, how can someone justify the additional $198 per piece? Conversely, how can someone count impressions never made by brochures stuck in storage.

Cost analysis can also help companies make decisions about internal vs. external time too. Very often, outsourcing specific work makes more sense than allowing less experienced staff members to perform the same work for more money when you factor in benefits. This is especially true now for companies that have cut back staff, and continue to ask employees do more for less.

Another example that comes to mind was when one of our accounts hired an in-house team member, specially to write news releases, two years ago. While the account considered it a savings, the in-house position cost them four times the amount for diminished outcomes.

In short, more than ever, communication needs to be measured against the outcomes that companies hope to achieve. While not all of these outcomes are tied to direct sales, the practice of benchmarking, measuring, and determining return can free up budgets and maximize the impact of communication over the long term. At least, that is what we've seen for almost 20 years.

Download The Abstract: Measure: I | O = ROC

The ROC is an abstract method of measuring the value of business communication by recognizing that the return on communication — advertising, marketing, public relations, internal communication, and social media — is related to the intent of the communication and the outcome it produces. Every Monday, the ROC series explores portions of the abstract.

Considering Impressions: Do They Count?

Anyone who has read more than a single post on this blog knows I'm outcome measurement oriented. So it was no surprise to come back from a presentation today to see a few inquisitive e-mails regarding my advertising impression post on Wednesday.

"Did you change your mind about measurement?"

No, but I do understand human behavior and human behavior suggests that impressions — frequency — do count across the entire spectrum of communication. They might not be outcomes, but they are an important part of the equation.

Specifically, no single source of communication — advertising, public relations, marketing, social media — exists in a vacuum. It works together. When communication messages across all media are aligned, the outcomes are generally more substantive than singular communication streams because it accounts for sensory capacity and orientation.

Huh?

Sensory capacity and orientation are two factors that help determine how much influence a "cue" might have to a person. Or, in other words, each person's sensory capacity and orientation determines how the environment looks to that person. And, knowing this, we also know that any cue in that environment does not guarantee that the person will perceive the cues as we do nor does it guarantee the person will react the same way they perceive the cue depending on how they perceive it.

For example, some new parents become concerned when their babies do not react to animal mobiles over their cribs. But what they do not consider is that these babies see a mobile differently than their parents do. Babies see it differently because of their sensory capacity, orientation, and familiarity with the objects. Laying under the mobile, babies with developing eyesight (capacity) only see the bottoms of the animals (orientation), which diminishes their ability to recognize the animal shapes (familiarity).

Thus, babies (and people) are only influenced by a cue when they become sensitive to that cue. And one of the most important determinations of whether someone will be sensitive to a cue is dependent on past experience and familiarity. And now that this is understood, let's consider advertising and communication again.

Impressions count because they establish familiarity.

A cue, like an onsite product review, only has influence if the prospect has the capacity, orientation, and familiarity with the product to capture their attention. If someone has been exposed to several print advertisements, television advertisements, news stories, blog posts, direct friend referrals, etc., they will automatically gravitate toward reading the review of that product over the review of another product that they are being exposed to for the first time.

When you ask them what they attribute a product purchase to, they will most likely say the review because it was their last impression before the point of purchase. However, it was a collective number of positive impressions across all media and non-media that influenced their purchasing decision because without multiple exposures (capacity) during various activities (orientation) that established familiarity with the product. In some cases, a review might not have any influence at all because by the time a person is looking at a review, they might only be looking for a validation.

We even see this to be true in social media. Very often, it is not a blog alone that drives the traffic to top name social media bloggers. Rather, it's the in-person presentations, workshops, classes, books, articles (and in some cases, even advertisements), that establish enough familiarity from enough vantage points to engage and possibly influence people online.

So, in sum, I never changed my position. At the end of the day, it's all about outcomes. But outcomes cannot be achieved with a singular communication stream. We need advertising, public relations, marketing, and social media to work together, even if their various advocates have different capacities and orientations that cause them to debate the details.