Mindshare Archives - Jon Lebkowsky

Five questions you should ask about marketing, PR, and social media

Big flash recently, as someone said “social media is not the same as social media marketing.” Of course, that’s true. In fact, social media is one of those complex phenomena about which our thinking is often insufficiently complex – we think of it as one thing because there’s this one label, but infact the term “social media” is plural, and the concept overlays many communication contexts, personal and professional.

Where to start? Perhaps with marketing and PR.

Seeing that mindshare is moving online, and in the digitally convergent online ecosystem, channels have been multiplying like crazy, some of us assumed that marketing people were seeing the handwriting on the wall, realizing that they will have increasingly more trouble building attention, and were focusing on social media hoping to get a handle on the space. When we would bring up these issues and they didn’t like it, we assumed that the resistance was a manifestation of informed anxiety, that they understood their predicament.

However, I now wonder whether marketing pros didn’t believe their world was changing that much, and considered us naive to think so. It seemed obvious to me that mindshare is increasingly fragmented across many channels, and marketing products across media will be increasingly challenging and labor-intensive. Could this be hard to see? Or could I be wrong?

And how about metrics for social media marketing?

I have been known to say that any metrics connecting social media messages to actual responses or conversions would be suspect. It seems obvious to me that it would be hard to connect a purchase or conversion to some specific conversation or event within social media. Drivers for conversion can be complex and scattered across many channels. What did you do that worked? How do you know that you’re having any effect at all? Howe meaningful is it that a million people “like” you on Facebook or follow you on Twitter? Engaging may be more important than measuring hits, but engagement can be expensive and labor-intensive to scale, and again, the metrics can be hard. I assumed marketing pros were looking for some sort of metrics, a dashboard that shows aggregate numbers, whether accurate or not – they’re in a world that runs on numbers, accurate or not. What’s the discipline if you can’t quantify your success (or lack of success)?

My smarter colleagues, like Dave Evans, didn’t try to pull marketing professionals into the world of social media and get them to see it for what it is. Rather, they kept their advice closer to business as usual, showing enough of what’s changed to be useful, but offering a sense of security – people are people and the world hasn’t changed that much. I no longer have an argument here: I realize that people need to believe the ground beneath their feet is somewhat solid.

And it could be that, if you’re a marketing professional, the social media are just a new set of channels that you work like any others. It’s just a mashup of television, radio, and newspapers, all differently distributed. You’ll still be able to have an effect on a relatively large audience (and the need to do so may bias development over time in favor of a more broadcast approach to Internet programming, something that has made seasoned Internet pros like me shudder whenever it’s come up. If the Internet becomes television, its power as an engine of creativity and innovation diminishes. Many voices are drowned out by a few, effectively “marketed.”)

To summarize that last point, If you’re in marketing and you don’t think your world is changing radically, social media won’t mean much to you. When you hear an Internet maven talk about challenges to your world, you don’t feel anxiety – rather, you tell yourself that Internet people are crazy idealists that don’t understand how the world works.

I’m just speculating, since I don’t have a marketing background. As a writer and sometimes journalist, and as an Internet professional, I have more affinity with the world of public relations. Marketing is about consumers, demand, and sales. Public relations is about relationships, conflict resolution, cooperation and collaboration. From a professional perspective, social media is just another set of tools for the PR person, and if you’re selling yourself as a social media consultant, you might as well say you’re in public relations (but you’d better be armed with an understanding of all that entails).

I had an aha moment about this in New York recently, having dinner with my friend Doug Barnes, a technology-focused attorney. I described my research and focus of the last three years, and how I’d never been quite sure how to present it to potential clients. Hearing me describe how I started 3-4 years ago creating an approach for analyzing an organization’s social connections, building a model of the org’s social network, and working with them to determine how most effectively to address and leverage that network, Doug said “That’s public relations. Why don’t you just say that’s what you do?”

As a journalism student in the early 70s, I was drawn to public relations, but I didn’t make it my career at the time. Over the last two decades I’ve built my career on Internet expertise, focused mostly on community, engagement, relationships and communication. I’ve apparently come back, almost forty years after I first studied it, to public relations through that path. Thinking about this, I realize that I know other “social media consultants” who don’t see that they’re knocking on PR’s door – without necessarily the training or understanding of communication that a PR person should have.

Pure social media consulting turns out to be a difficult business. Naturally, organizations that need help with communication strategy are hiring PR companies, not social media companies, and the social media consultants who came through the Internet, especially those who came through specific platforms (the Twitterati), aren’t getting the jobs they dreamed they would get. Many companies, like the marketing pros I mentioned earlier, realize social media is important but don’t necessarily see it as a major change – rather, it’s a couple more media channels to address, Facebook and Twitter. How hard can it be to set up a Facebook page and a Twitter account? Hire a low-cost college graduate to do it, they’ll understand how that stuff works.

So while many of us are seeing a profound culture and communication change, with marketing and PR and social/community organization transformed, and traditional business models (especially for media) disrupted and made obsolete, this hasn’t necessarily sunk in with the business world, apart from some clueful early adopters. Zappos, for example. I read somewhere that Tony Hsieh’s board persistently pushed back on his innovative uses of social media because they just didn’t get it. It took one guy standing up for it to make Zappos a social media success, and I don’t think the board ever got it.

Why is all this important to consider? We all know that the Internet is transformational and is touching all aspects of our lives, and we know that social organization is increasingly computer-mediated. I don’t think we’re clear, however, how this plays out in business, where there’s enough trouble and anxiety in the normal day to day given the way way down economy – so who has time to think about social strategy, culture change, transformation, evolution, noosphere, etc?

But we have sufficient and significant adoption and innovation, so the transformation is happening, whether we acknowledge it or not. We can innovate in an innovative context and build what Jean Russell would call a thrivable future, or we can resist change, adhere to old ways in the new context, and at best lose opportunities, at worst create huge messes.

If I was involved in marketing, public relations, or media production, I think I would take a few days to step back, look at what’s happening, and do some strategic thinking, ask some questions. Here are five points to stimulate your thinking:

How are people using their time and their mindshare when it’s not engaged in work/survival? Clay Shirky refers to our cognitive surplus, time and mental energy that we can commmit at our discretion.
How do people take media, and how do they take messages within media? Are we seeing changes in consciousness/attention? To what extent can people screen out messages they don’t want to see/hear? How do you engage someone sufficiently that they want to be exposed to your message?
When people are otherwise engaged, how well do ambient messages get through? And what are the ethics regarding ambient or more direct messages mediated by technology as persistent parts of the environment (think “Minority Report.”)
How well can companies engage their customers, and how well does that scale – or how can it scale – in mass markets? (Governments have the same question re constituents.)
How do you measure the effectiveness of an approach or campaign in a context that is more social and conversational? And what should you be measuring – what are the ethics of measurement?

The manifesto that made my day

Earlier today I listened to a Buddhist Geeks talk with Stephen Batchelor, who said he was pretty sure there is no god… but then Chris Carfi sent a link to an email list we’re on that aligned so completely with where my life has been going that I thumbed my nose at Batchelor. There clearly is a god, and he made sure that I saw Maureen Johnson’s manifesto today: I AM NOT A BRAND. Have you read it? If not, stop now, go read it, then come back and we’ll talk.

“We can, if we group together, fight off the weenuses and hosebags who want to turn the Internet into a giant commercial…”

The rest of this is about me, and who cares? But I do want to download a bit and make a point.

All I’ve wanted to do for the last couple of decades is help people have meaningful conversations and solve problems together, i.e. build communities and organize effective collaborations. I’ve been in conversatoins about this with all sorts of people, including conversations in the early 2000s about social software and online social networks and how the web that was evolving – conversations captured to some extent in the collaborative paper “Emergent Democracy” that I had worked on with Joi Ito and others, and the post by Tim O’Reilly and Dale Daugherty that described “web 2.0.” I spent a lot of time thinking about political uses of the technology, with the Howard Dean campaign as a laboratory, and co-edited a book about social technology and politics called Extreme Democracy. About four years ago I was working on a consulting methodology that would help people leverage their physical and online social networks more effectively, and while I was working on this people started talking about social media. Specifically social media marketing.

I understand social technology and I get why the social web is attractive and compelling and starting to get all the mindshare we formerly committed to television. Clay Shirky talks about this in Cognitive Surplus: Creativity and Generosity in a Connected Age: maybe we really wanted, needed, to have two way conversations all along, and broadcast television was just an alternative we had to accept until we got the technology we have now.

Television has confused us, it makes us think that media is (are?_ a vehicle for commercial messages, and without ads and persistent selling, a medium is broken. (This makes me remmber Lance Rose’s contention more than a decade ago that THE INTERNET IS NOT A MEDIUM, it’s an environment, and that’s probably another conversation we should be having.)

I’ve tried to establish my social media cred, but in a world where social media, as a profession, is supposed to be about marketing and selling, I don’t completely fit. It’s not that I’m against selling, but it’s not really what my life’s about, and I’ve never been attracted to the world of sales and marketing, even less so when I found myself in the middle of it.

But I love the idea of building relationships – that businesses can build symmetrical relationships with their customers, and vice versa. Is that the new marketing? Time will tell. I was raving supporter of the ideas in The Cluetrain Manifesto: 10th Anniversary Edition, and I’ve been edging my way into a conversation started by one of its authors, Doc Searls, labeled Project VRM. Doc recently posted a piece called “Manage relationships, not each other,” that makes the point:

During the Industrial Age, the power asymmetry between vendor and customer got so steep that vendors got to talking about customers as if the latter were cattle or slaves. Customers became “targets” that vendors “captured,” “acquired,” “locked in” and “managed.” As the Information Age dawned, however, customers gradually became more independent. So, midway into the second decade of the new millennium, customers were no longer the ones being managed. Nor, however, were vendors. Instead, relationship itself was managed by both parties.

This perspective lines up pretty well with Maureen Johnson’s manifest. “I am not a target” is not unlike “I am not a brand.”

Every person I meet is a universe of experience and intelligence and spectacular complexity. I’m learning to appreciate this point, I can no longer easily and readily reduce someone to a statistic or a line of text or a bald concept bouncing around in my brain… there’s too much. We need more respect and reverence in our lives, and less of the reduction and dehumanization that we’ve somehow fallen into, no doubt driven by old media and mass marketing conceptual shorthand.

So this is where I have to quote, in full, the “I am not a brand” manifesto:

The Internet is made of people. People matter. This includes you. Stop trying to sell everything about yourself to everyone. Don’t just hammer away and repeat and talk at people -— talk TO people. It’s organic. Make stuff for the Internet that matters to you, even if it seems stupid. Do it because it’s good and feels important. Put up more cat pictures. Make more songs. Show your doodles. Give things away and take things that are free. Look at what other people are doing, not to compete, imitate, or compare . . . but because you enjoy looking at the things other people make. Don’t shove yourself into that tiny, airless box called a brand -— tiny, airless boxes are for trinkets and dead people.

Times are changing: foraging, simplicity, Shirky-smart, etc.

Two of the best ideas I heard this week were curated or catalyzed by Clay Shirky.

One is the mathematical concept of the Lévy flight, which I already wrote about in my last post.

The other is in a link e-Patient Dave sent me. I ran across it again in a discussion of models for connectivity (“freedom to connect”). In a post called “The Collapse of Complex Business Models,” Clay discusses Joseph Tainter’s Collapse of Complex Societies, applying Tainter’s thinking to the web and digital media. Tainter says that societies that become increasingly sophisticated will tend to collapse, not despite their sophistication, but because of it.

Early on, the marginal value of this complexity is positive—each additional bit of complexity more than pays for itself in improved output—but over time, the law of diminishing returns reduces the marginal value, until it disappears completely. At this point, any additional complexity is pure cost.

Tainter’s thesis is that when society’s elite members add one layer of bureaucracy or demand one tribute too many, they end up extracting all the value from their environment it is possible to extract and then some.

The ‘and them some’ is what causes the trouble. Complex societies collapse because, when some stress comes, those societies have become too inflexible to respond. In retrospect, this can seem mystifying. Why didn’t these societies just re-tool in less complex ways? The answer Tainter gives is the simplest one: When societies fail to respond to reduced circumstances through orderly downsizing, it isn’t because they don’t want to, it’s because they can’t.

He then goes on to explain the evolution of complex and entrenched procedures within sophisticated, high quality media production, and how these are now trumped by the popularity of (commitment of mindshare to) simple, “good enough” media. Clay’s closing paragraph:

When ecosystems change and inflexible institutions collapse, their members disperse, abandoning old beliefs, trying new things, making their living in different ways than they used to. It’s easy to see the ways in which collapse to simplicity wrecks the glories of old. But there is one compensating advantage for the people who escape the old system: when the ecosystem stops rewarding complexity, it is the people who figure out how to work simply in the present, rather than the people who mastered the complexities of the past, who get to say what happens in the future.

Interesting to note that there are no comments on this post, only pingbacks (links to it by others). It’s an important, already influential piece.

The first point, about foraging, is that people don’t necessarily sustain adoption of something, even if they really really like it. In the early days of blogging, I made this point in talking about links and hits from blogrolls and RSS feeds. Someone finds your blog, they really like it, so they add the link to their news aggregator. Everytime the news aggregator updates, the link to your blog produces hits, but those hits are questionable, because a common behavior is to add an RSS feed, read it for a while if at all, then move on to something else. People don’t get the web delivered every morning as a newspaper, or monthly as a magazine. It’s not push, it’s pull, and they’re surfing based on criteria other than loyalty. We have to adjust our thinking accordingly.

The second point is that complexity reaches a point of diminishing return, costs escalate beyond what we’re willing to pay, and whole systems break as a result. With media, it’s not just that it’s simpler to make something that is compelling and gets mindshare. It’s that simpler access to “good enough” media (via the web) trumps more complex (or costly) access via movies or television. Consider the traffic in torrents of lower def but “good enough” copies of movies, television shows, record albums, etc. Or think of simpler paid access to slightly more lossy music/video via iTunes, or Hulu.

There’s more to talk about, like the social thing – we’re committing mindshare to online conversations that, before, we might have commmitted to passive consumption of television programming. But you get the drift – behaviors are changing online. And low-cost/free/good-enough is as entrenched in online culture as expensive/complex/high quality is entrenched in old media culture.

Times are changing. And I’m out of time, for the moment.

Community vs Crowdsourcing

My report on the SXSW session The Era of Crowdsourcing: General Principles, featuring Scott Belsky of Behance and Jeffrey Kalmikoff of Digg.

This session talked about sourcing intelligence from communities vs crowds. The crowd/community or audience/community distinction is something I’ve thought and talked about quite a bit. In the world of “social media,” I don’t think we’ve made the distinction or found it important enough. “Social media” is a marketing term, and much of that thinking has come from marketing professionals who are trying to understand how to do post-broadcast marketing, in a world where media and mindshare are decentralized and diverse, fragmented. In marketing, the coherence of media or communication environments is not an issue, so long as messages can be communicated effectively in a context to drive conversions or purchases. Random drive-by messaging in environments like Twitter and Facebook don’t have to have coherence to work as “social media” in this sense, however I’m more interested in building sustained conversations and collaborations, or “community.”

You can “crowdsource” wherever a crowd is gathered. The crowd itself needn’t be “wise” on the whole; but it’s useful to assemble a crowd that has within it sources of relevant intelligence. What do the members of a crowd have in common? A physical crowd can have no more than proximity, but our sense of the virtual crowd is that they share something more. A crowd that shares only membership at Twitter could be random, but when we crowdsource via Twitter, we’re usually addressing our particular slice of the crowd, which has affinity if only through their relationship to us as individuals, as part of our network.

Jeff Howe coined the term “crowdsourcing” in 2006, as a riff on the term “outsourcing.” Crowdsourcing was defined as taking a job traditionally performed by some designated agent, usually an employee or contractor, and assigning it instead to a crowd or collective. Trendwatching defines the term as “customer made.” I found an article at the site that deepens the definition in a business context:

Next year, says Reinier Evers of Amsterdam’s Trendwatching.com, will see the re-emergence of group decision-making power as organisations of all kinds try to harness the wisdom of crowds. But if 2006 was the year in which DIY or home-made internet content triumphed over all its competitors in sites such as YouTube, 2007, says Evers, will see talented amateurs on the net demand payment for the stuff they produce. Expect, he says, more and more user-generated content sites and ventures to move to a paid or revenue-sharing model in the next 12 months. An example of this crowdsourcing is the software company Cambrian House (cambrianhouse.com), which works by inviting huge numbers of people into the production process and then paying them royalties if their contribution makes any money. Even Lego wants its customers to make money. The toy company now lets online visitors (at factory.lego.com) design Lego models and upload them to a gallery to show off their skills. It recently organised a contest in which the winning 10 models were sold as Lego models, with the creators earning 5% of the revenues. The company is keen to expand the initiative.

According to Belsky and Kalmikoff, the crowdsourcing definition needs to evolve, especially beyond the common misconception that crowdsourcing means access only to free labor. They mention three business models:

1) Crowdsource wisdom (or knowledge/expertise/skill), as with Wikipedia.
2) Crowdsource labor, as with Amazon’s Mechanical Turk, or traditional spec contests.
3) Crowdsource both wisdom and labor, as with Digg or Threadless. Keep the community active in the business.

To the question of crowds vs communities… a crowd is definable through a common purpose or set of emotions. Where crowds are concerned, sourcing exists in sprints.

In communities, intent, beliefs, risks, etc. may be present in common, affecting identity and cohesiveness. Sustainability exists inherently in the organic, adaptive nature of communities. They talked about various risks and the need to ensure the means to have a true collaboration with others and produce a result that’s relevant. One risk that particularly resonated with me: careless engagement – apathy, where one or more participants don’t care enough to withhold something that’s crappy.

Another issue: where money is the sole incentive to perform, you’ll work just as hard as required to reach the monetary goal, and no harder. As Daniel Pink has noted, money is a poor motivator for quality work.

Another risk: wasted neurons, where people spend an inordinate amount of time working on stuff the majority of which is never used. In a managed environment, the role of the manager is partly to ensure the efficiency of effort. In self-organized crowdsourced operations, how do you avoid wrong turns?

Does crowdsourcing foster the emergence of community? Yes, where there’s incentive for conversation and learning, and where there’s real engagement. I think this depends on context and coordination.

Does it really tap collective wisdom? Does it nurture participants? It can benefit reputation, result in building new relationships. The best case is where resources are not wasted, and the terms and facts are crystal clear.

Definition of social media

Working hard today on a February social media workshop, I realized I didn’t see a social media definition that I particularly liked, so I wrote my own:

Social Media is a fundamental transformation in the way(s) people find and use information and content, from hard news to light entertainment. It’s an evolution from broadcast delivery of content – content created by a few and distributed to many – to network delivery, where content can be created by anyone and published to everyone, in a context that is “many to many.” Said another way, publication and delivery by professionals to mass audiences has changed – now publication and delivery can be by anyone, professional or not, to niche audiences through networks of many channels. This is because the means of production are broadly accessible and inexpensive.

As a result of all this, attention and mindshare are fragmented, there’s emphasis on relationship, new forms of media are conversational, and transaction costs for communication approach zero.

I’m sure that needs work, but it’s a good start – I think a little better than the other definitions I found, including the definition-by-committee (including yours truly) that’s found on Wikipedia.

It’s arguable whether “social media” is the best label for the thing we’re talking about, but it’s the one that’s stuck for now.