Flickr Lens – PicTags

May 28, 2008

Noah Brier created catnip for marketers with brand tags.

I won’t cover it here – because since he launched it on May 8th it has received over 720,000 tags and 423,343 blog posts (OK, I made that last one up).

Last night on Twitter I stumbled across a similar idea for Flickr – hat tip to @whorleygirl. It’s called Tag Galaxy and it searches for all Flickr images with the specified tag and shows related tags – the cool thing is the visualization which presents the tag clouds as planets in a galaxy.

Visualization of unstructured data is a fascinating subject – and well done here.

TO’B


The Ball Was Dropped!

May 23, 2008

Hmmm, seems like Royal Ccarbbean could have embraced this couple and really turned things around – made someone who is already a HUGE customer into an even more rabid fan. Why not hire her and make her the Director of Onboard Customer Experience? Opportunity missed!

Banned from Royal Caribbean for complaining too much

Companies have to learn how to act like human beings when these kinds of things happen. How about a public sorry and here’s your free cruise next time and we’ll make a commercial about you.

Try it, you’ll like it – and profit from it.

TO’B


iCitizen Conference – Top 5 List

May 21, 2008

Well since I did it this way at WOMMA-U here’s my Top 5 List for the excellent iCitizen conference graciously hosted by one of our great partner agencies – Resource Interactive.

  1. Kelly Mooney from RI gave a great talk about the Open Imperative – the thought and philosophy behind her (and Nita Rollins) recent book The Open Brand. Best quote from Kelly – “the internet is your Chief Opening Officer”.
  2. Graphic facilitation from Jim Oswald – just plain cool – and a nice, really smart guy. He “graphed” the entire conference on 4 x 8 sheets of paper – the image above is one of hundreds he created during the two days of meetings. Nice to see something not on a screen for once.
  3. Doc Searls – sure, he’s one of the authors of The Cluetrain Manifesto – the book directly responsible for me having the idea for MotiveQuest – and a true visionary – but did you know he has at least 7 electronic devices running at all times? I was sitting behind him watching and that guy can multitask! Great presentation (we tipped sacred cows in Ohio) and I especially appreciated the part about project VRM – which will change how we consumer stuff – and move us from a marketing based economy to a relationship/intention based economy. Thanks to his simple visual – the Relbutton – I finally understand the concept behind Project VRM!
  4. Joel Levinson: Joel has travelled the world and apparently supported himself solely with his internet endeavors and his talent for writing jingles. I am a sucker for stories about people with the energy, wit and guts to just go for it and make a living in a completely unconventional way. Joel is certainly living the life. His next gig? Taking a blind date on a week’s cruise to Alaska that he won in an online jingle writing contest for Nature’s Valley .
  5. Duncan Watts: Principal Research Scientist at Yahoo! Research and distinguished academic, author and thinker in the field network theory and social media. It was delightful to hear him skewer both the “influentials” and ” viral” approaches to marketing in one talk. Best quote “Do you think the really, really big forest fires are started by a particularly influential tree?”
  6. Joe Jaffe
    (OK, you’re right, he did just get a Top 5 citation at WOMMA-U – but it was interesting to see the different reactions of the two audiences.) At WOMMA-U he was preaching to a room full of of social media firebrands – and it goes down well. At this conference, well there were a few more blue chip marketers from RI’s impressive roster of clients – and I sensed a different energy. What Jaffe has to say is definitely more challenging to someone holding a billion dollar advertising budget in their hands.

Thanks to Kelly Mooney, Nancy Kramer and the entire HARD WORKING Resource Interactive team for putting on a first class event. (I never snacked so well . . .)

TO’B


Brand Advocacy Matters

May 19, 2008

Nice article in AdAge about MotiveQuest work with MINI linking brand advocacy to sales.

Linking Web Buzz to Mini Sales

We spent months working with a team at Northwestern University to prove out this measure of brand advocacy – the Online Promoter ScoreTM. OPS is a powerful measure of brand advocacy because when OPS goes up, sales go up 30 days later – and visa versa.

Nice thing about OPS – it is a natural (not surveyed) measure that we can simply observe in online conversations. While it is an online measure – it reflects all of a person’s brand interactions, feelings and experience – online and off. This is an online measure of real-world brand advocacy.

More coming soon.

TO’B


I find myself pulling for John Hodgman . . .

May 16, 2008

Get a Mac – Pep Rally



I’m starting to like this guy – and really dislike the Apple guy. Hat tip to Catherine P. Taylor

Hmmm – TO’B


JOIN the CONVERSATION: Book Review

May 14, 2008

Last week on my way down to WOMMA-University
I threw Joseph Jaffe’s latest tome – Join the Conversation in my bag. Once the doors to the plane closed and I could no longer frantically update Twitter, I opened it up and started reading. (We sat on the ground a LONG TIME so by the time I made Miami; I was through the whole thing.)

Now a couple of weeks ago in my review I said that Groundswell is the how-to book for marketers wishing to play in a post-cluetrain world – and I now see that Join the Conversation bridges the intellectual divide between The Cluetrain Manifesto and Groundswell. The first half of the book is a bit scholarly – and while I was a bit put off by this at first, I really appreciate it having finished the book.

When Jaffe reaches back to George Orwell’s on media and connects it to Web 2.0 a single word pops into my mind. Subversive. That’s what this whole social computing movement is. It’s subversive because it’s a revolution that takes power out of the hands of giant corporations and gives it back to people. With the Internet as plumbing we can find our tribe and talk to them – regardless of time and distance. Jaffe makes the point that Orwell would have loved the subversive nature of this revolution – the new age of conversation. Power to the people!

Jaffe makes a passionate argument that markets are conversations – so of course marketers must be involved. Before reading the book I considered myself a bit of a Purist (on the Purist => Corporatist Scale) and I still do. What comes clear is how this apparent gulf between people and corporations can be bridged. It is simple really; corporations need to act human if they want to participate in the conversation. And that means giving up control, not always being right, respecting people building relationships instead of running campaigns, listening and acting like caring human beings.

Along with lots of great examples of how companies are doing things right in conversational marketing, he has some great counter examples – and he’s not afraid to call them out! (TIP: If you find yourself asking the lawyers to contact one of your best customers who is doing something odd with your brand or product, you are about to nominate yourself for the “Join the Conversation Hall of Shame”. )

My favorite thing about this book? Jaffe is very passionate about this subject and he doesn’t pull punches. He is happy to get in an argument – and even offend if he thinks you don’t get it. I also like the scholarly approach of the first half, because with this Join the Conversation provides the intellectual grounding in how corporations can get on board the Cluetrain.

TO’B


WOMMA University – Top 5 List

May 13, 2008

Just back from WOMMA-U in Miami last Thursday and Friday. It was really a great event and I have to say I really enjoyed meeting clients, prospects, competitors and industry luminaries. Here’s my top 5 things that happened to me at WOMMU (in no particular order):

  1. Joseph Jaffe keynote. On the plane down to Miami the night before I had read his book. To see him the next morning was a treat. As I twitted during the meeting he presents (and writes) like a man with his hair on fire. Love the energy and fearlessness.
  2. The WOM in action work groups. We split up the group and each worked with 1 of three charities – 1Sky, Wilderness Society and Overtown Youth Center. This was awesome as we harnessed the power of the attendees on helping three deserving charities.
  3. Owen Mack from coBRANDIT Video – I know there is streaming stuff, but I was blown away by this. He interviewed me on his N95 phone – it was streaming to his QIK site and people were watching and listening real time. The people watching and listening were (real time) texting in questions or comments which showed up on his monitor/screen as Joseph Jaffe interviewed me (go to 12:33 for my 15 sec of fame). WOW!
  4. Bob Pearson from Dell. He told the story of how Dell has gotten into conversational marketing. (Let’s just call it talking to customers) and how it has radically changed the culture at Dell. Money quotes from Bob’s presentation?
  • “you have a new homepage – it’s called Google”
  • “communities are NOT about us”
  • Dell has sold $500k worth of gear on Twitter

Finally in the Q&A Bob was asked this question

Q:
“If one of your people has 700 Followers on Twitter (@richardatdell) how do they do their day job?”

A:
“Talking to customers IS their day job”

  1. The breakout groups with Bonin Bough from Weber Shandwick and Rohit from Ogilvy. They did a great job of facilitating conversations about communities and social media tools respectively. Thanks.

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