Monthly Archives: April 2009

Ahh Spam

Written on April 30, 2009 by Adam in Funny
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This just really made me laugh. I hope it does the same for you.

I am Dr. Marc Schneider and I work for Global Vibration Inc.  in Washington DC  ( Tel: 1 202-250-3645 ) – I would like to speak with the person in charge of your international clientele. Who is my contact? Who should I speak to??

In fact, after visiting http://www.thekmiecs.com , I have noticed that your website cannot be found on foreign search engines (I tested  it on Hispanic search engines, German search engines, Asian search engines,  etc.) Our company is specialized in multilingual search engine promotions in 28 languages . From the Japanese Google to the German Yahoo, from the AOL  in Spanish to the MSN in Chinese, we can show you how to develop a true international online presence by promoting your website on foreign search engines.

Let us show  you how to develop a presence on the multilingual web without having to  translate your website: It is not necessary to translate your website in  order to submit to foreign search engines, however, you need to have at least  1 page in Japanese optimized with Japanese keywords and meta tags in order to  submit to Japanese search engines, at least 1 page in Spanish optimized with  Spanish keywords in order to submit to Hispanic search engines and so  on…

I strongly suggest that you watch our online presentation which  will explains clearly how to get top rankings on foreign search engines with  only 1 entry page per language (click on the following link or copy-paste it  into your web browser): http://www.mplw.net/demo

From the Japanese Google to the German Yahoo, from the AOL in Spanish to the MSN in Chinese, get users to find your website when  searching with YOUR KEYWORDS in their Native language.

Please call me at +1 (202) 250-3645 or email me and let’s work on giving your website the true international exposure which it deserves to have with foreign native online users!!

Regards,

Marc Schneider, Ph.D.
Marcs@mplw.net

GLOBAL VIBRATION INC.
1250 Connecticut Ave N.W. Suite  200
Washington, DC 20036 USA
TEL: +1 (202) 250-3645 – FAX: 1 (202)-318-2453

http://www.mplw.net

Multilingual Search Engine Promotion Services since 1999.

You just have to love how savvy these spammers are getting.  I mean WOW, bummer, German search engines are finding me.

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Credibility

Written on April 30, 2009 by Adam in Misc.
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Have you heard the phrase, “Instant Credibility?” Me too. Conceptually, I understand what it means. For years I always believed that my resume and body of work should afford me some level of credibility. It does in some circles. That history is what gets me invited to participate in books, conferences, and panels. If you will, I’ve got industry credibility.

Ok – that’s nice. But, industry credibility really doesn’t help you with the people you work with. Your body of work, the references you have, and your resume get you the interview, but they don’t get you the job. You’ve got to earn the job, by establishing some level of credibility with the people who are doing the evaluating.

Even once you have the job – your previous experience, accomplishments, and accolades while nice, don’t really give you credibility. You have to earn credibility. I recently joined MARC USA as the Director of Interactive Marketing Innovation. While it would be nice to have “instant credibility.” The fact is, that’s just not realistic. Everyday in the office, every conversation, every email, every presentation are chances to build credibility. I/we have to prove ourselves as worthy of the hire.

When I was younger, this frustrated the hell out of me. Now, it excites the hell out of me. Don’t get me wrong, there are still times where I feel my body of work should be reason enough to validate a decision, point of view, recommendation, or decision. However, when that happens, I remind myself that I haven’t earned their trust yet.

That’s really the essence of credibility – TRUST. Who you are and what you”ve done don’t really matter unless people trust you. It’s their trust that allows you to be credible. Earning trust isn’t easy. It doesn’t happen overnight. Nope, it’s often a painstaking and lengthy process, but it can be a lot of fun. It’s a challenge. If who you are and what you”ve done is the appetizer – what you actually do when you’re hired is the meal.

People need to see up close and personal your value. With the rise of “social media” and a wide open (gulp) transparent web we’re constantly being evaluated. Every tweet, status update, and blog post is being reviewed and added to what someone already knows about you (eg your LinkedIn profile). Every interaction, small or big, is under scrutiny. That doesn’t mean you should change what you say and who you are. Just the opposite. I’d argue you should be the person you are, wherever you are, whenever you are. Be authentic. You just need to understand the consequences.

Credibility is something we all want. Take my word for it – it doesn’t come fast, it doesn’t come easy, and it doesn’t come cheap. You can’t buy it. You’ve got to earn it. Start now.

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My Flugelbinder

Written on April 29, 2009 by Adam in Misc.
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In the movie Cocktail, Tom Cruise’s character, Brian Flanagan, tells the story of the man who invented the plastic tips that go on the ends of shoelaces (aka Flugelbinders). This man, created something so simple, but is now insanely wealthy. Brian/Cruise wants to find his own flugelbinder idea and make a fortune.

Somewhere in the back of our heads we all have our own flugelbinder. We keep it tucked away and only share it on occasion with people we trust…less someone hears about it, steals it, and makes a fortune. Heck, I’d bet many of you have even seen your flugelbinder come to life and be advertised on TV – leaving you sitting on the couch only to say, “hey, that was my idea.”

I’m not worried about someone stealing my flugelbinder. I’m sure people are hard at work developing it right now as I type this post. With that in mind, I thought I’d share with you my flugelbinder.

Dating Service + Loopt = Sonar Love

(working name of course)

Loopt, for all its faults, does one thing really well – it shows you on a map where your friends are. Dating services for all their faults generally do one thing really well – they give you options. The problem with most dating sites, like Chemistry.com or eHarmony, is that they aren’t designed to be instant.

So here’s my concepts:

  1. Create a profile complete with name, screen name, gender, photo, dating “requirements,” and how public you want your profile to be
  2. Other people will be doing the same
  3. Download the mobile app (iPhone, Blackberry, etc.)
  4. Launch the app and much like Loopt be able to see where people who meet your requirements are in proximity to you.
  5. If you see someone that matches your requirements you can send them a message and see if they’re interested in getting together.

There’s a boat load of other features and steps, but you get the idea.

Imagine being able to walk by two bars. Bar #1 has only 3 people that meet your requirements. But, bar #2, has over 65. Which bar would you choose :) This is an idea that’s been in my head for a while. The technology and infrastructure are already in place and if Forrester is right about the evolution of the social web, the timing could be perfect.

Who’s with me? Let’s get this flugelbinder built.

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Mutual Exchange

Written on April 27, 2009 by Adam in Marketing & Advertising
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There’s no such thing as a free lunch. We’ve heard that phrase for decades. As marketers and consumers that idea has been reinforced hundreds of times. If you want something you’ve got to be willing to pay for it. Pay of course is a broad term and isn’t restricted to money. You’ve heard the phrase, “no pain – no gain.” There’s no money exchanging hands, but you are making trading time and sweat for physical and health results.

I’ve always called referred to this idea as the concept of mutual exchange. When you give something you get something. In theory what you get should be equal to what you give. Want a coupon? Give your email address. Want a Coke? Hand over $0.99. Every day we’re engaging in a form of mutual exchange.

It’s a simple concept. But, lately it seems that people and companies are taking gross advantage of the concept. For example, the airline industry. The nickel and dime-ing for things like checking luggage, charging for water, or my personal favorite charging for bathroom usage, doesn’t seem consistent with a mutual exchange, does it. What about the financial crisis? People who were doing the “right thing” – borrowing only what they needed, not over-extending, and still paying their mortgage are not getting a fair shake. Where’s their “bail out.” Essentially they’re being punished for doing the right thing, while others are being rewarded for doing the wrong thing. Doesn’t seem fair, does it?

But, not everyone is failing at the concept of mutual exchange. In fact some are going over and beyond the call of duty. There’s no finer example than the Hyundai Assurance program.

If the auto industry is going to turn around it’s going to need to fix the balance of the mutual exchange. Hyundai is doing this in spades. The Hyundai Assurance program states ever so eloquently:

A decade ago Hyundai pioneered America’s Best Warranty™. Now we’re providing another kind of confidence. Finance or lease any new Hyundai, and if in the next year you lose your income*, we’ll let you return it. That’s the Hyundai Assurance.

At Hyundai we think it’s easier to find a job when you’ve got a car. That’s why, for a limited time, we expanded Hyundai Assurance, and we’ve added…something extra. A plus, as in Hyundai Assurance Plus. If you lose your income, we’ll make your payments for 3 months while you get back on your feet, and if that’s not enough time to work things out, you can return the car with no impact on your credit.

We’re all in this together, and we think it’ll be a little easier to get through it with a good set of wheels.

The key piece of copy is “we’re all in this together.” As I wrote in my contribution to The Project 100, “we all have a role to play in the community.”

Now, more than ever companies and consumers need to realize that the concept of mutual exchange works both ways. You, as a consumer, have to be willing to pay a fair value and yes even provide some information if you want to get a fair deal from a company. The flip side is true as well – companies, now is the time to right your wrongs and be willing to give a little to get a little. Yes, that could mean sacrificing a few percentage points of margin to make it happen.

Lennon and McCartney had it right, “in the end, the love you take, is equal to the love you make.”

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The Chaos Of Hashtags

Written on April 26, 2009 by Adam in Misc.
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Twitter doesn’t help you segment conversations by topic. Instead it relies on an algorithm that essentially operates like a tag cloud. The more a topic is mentioned the higher up it ranks in the “Trending Topics” section. To help the algorithm sniff out topics that are being discussed you can use a hashtag (aka the #) in your tweet. For example you could use #pepsi to denote your tweet is about Pepsi. In theory or someone responds to your tweet or is also talking about Pepsi they’d use the same hashtag.

That’s where the problem comes in. Hashtags are user determined. Twitter doesn’t even offer an autofill option to help you out. On Saturday I was watching the NFL draft and thought it would be fun to read what other tweeters had to say about the draft. Easy enough right? Instead of reading every single tweet out there, I could do one of the following:

  1. Use the twitter search engine and search for NFL Draft. The only problem with that is that it won’t capture tweets that don’t mention NFL Draft, but are clearly talking about the draft. For example a tweet that says, “wow can’t believe the Jets took Sanchez” wouldn’t show up.
  2. Assuming there’s a hashtag setup for the draft, I could simply search for it or click on it (if it’s trending high enough). That will pull all tweets that are referencing the draft.

So what happens when you get this situation?

Hmmm. Should I follow #nfldraft or NFL Draft? While not trending as high, I could also follow 2009 Draft. It’s also likely that the topics Marks Sanchez, Jets, and Aaron Curry are also about the draft.  As you can see, I’ve got a lot of options to pick from. That’s not a good thing in this situation. It makes following the conversation challenging. I could follow both #nfldraft and NFL Draft, but then I’d need ANOTHER window, tab, or panel opened.  That’s not very efficient and it’s a horrible user experience.

We need a better way to segment and tag conversations.  Making it easier to follow conversations will make it easier to participate in conversations.  And isn’t that with this is all supposed to be about?

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Barriers

Written on April 25, 2009 by Adam in Misc.
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Barriers are everywhere we look and turn.  Barriers get in the way of progress.  Barriers slow us down.  They keep us from growing, from getting better, and from learning.  Barriers keep us from connecting with our consumers.

Think about it.  There’s an insane number of barriers we come in contact with on a daily basis.  It seems everyone wants to figure out a way to stop us from making meaningful change.  We’ve got age barriers, legal barriers, experience barriers, and my personal favorite – technology barriers.  We’re continually making it too hard to get things done.

I keep thinking, there has to be a better way.  One of my favorite examples of this is from a few years ago.  I was looking to trade in my current car for a new car.  It was a Saturday and the bank was already closed.  I’m an impulsive & got to have it now shopper.  I asked the car dealer if I could simply pay the balance on my credit card (I had the room and credit line to do it) instead of waiting till Monday to get a check from the bank.  My goal was to quickly make the purchase that day and be done with it.

Consider this situation.  I am telling the dealer, I WANT to buy THIS car from YOU, TODAY.  The dealer’s response was, “our policy doesn’t allow for payment to be accepted via credit card.”  Well, as you can imagine, the dealer didn’t make a sale, but his competitor 3 miles down the road did :)

Silly barriers stopped that dealership from making a sale.  With that in mind, here’s 5 barriers everybody should look to remove.

  • Captcha – Does anyone really enjoy filling these out?
  • Call Center Complexity – the automated systems don’t help, please make it easy to connect with a real person.
  • Data Capture – Ask for only what you need.  Tell me why you need my gender for a newsletter or for that matter, my last name.
  • The Receipt – Shouldn’t you be able to look up all my purchases either by name (good reason for data capture) or credit card?
  • Moderated Comments – It doesn’t make sense.  Moderation slows down your ability to connect with your visitors and eventually grinds the dialog to a halt.

To me the best thing you can do to truly connect with your consumers is to remove barriers.  The further away you are from your consumers the further away you’ll be from innovation, loyalty, and of course the all might sale.

What are some other barriers worth removing?

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Why I Won’t Buy A Kindle

Written on April 20, 2009 by Adam in Misc., Shopping
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I really want a Kindle.  Every fiber in my body wants to visit Amazon.com, log-in, add the Kindle to my shopping basket, elect the overnight delivery option, and complete the transaction.

But, I don’t and I won’t. It’s not the money, battery life, form factor, selection of books, or features. Nope it’s something much simpler; there’s no easy way for me to convert my existing book purchases to the Kindle.

I have dozens of books that I’ve purchased on Amazon that are also available for the Kindle. In order to get those books on the Kindle I’d have to repurchase them AGAIN. Sorry, it’s not going to happen. I want to be able to access Freakonomics whenever I want. I re-read books often. I can’t even begin to count the number of times I’ve read Where The Suckers Moon. I’ve done a preliminary look at the Kindle catalog. It would cost roughly $1800 for me to re-purchase every book I own into the Kindle format. This is insane, no?

When the iPod came out I didn’t have to repurchase all my CDs. Instead I CONVERTED them to MP3s and synced them with the iPod. This made spending more than $300.00 for an iPod a simple proposition.  I could take all of my music with me in one little light weight tool for a relatively fair fee.

I can’t imagine that I’m the only person who feels this way.

Would it be that hard for Amazon to do the following:

  1. Scan your Amazon purchase history and let you “upgrade” to the Kindle format for free (ideally) or a nominal fee. They have all of the data – it doesn’t seem that hard.
  2. Allow you to trade in your books for the Kindle format. You would go to Amazon.com select the books you are converting, pay in advance (nominal fee), and produce a shipping manifest with a barcode. You would mail/FedEx in your books along with the manifest. Amazon would match the books up against the manifest and assuming everything matches up, scan the barcode which would credit your account for the downloads. The books would then be donated to schools, libraries, and charities. Everybody wins in this situation.

I’m ready to buy a Kindle. Amazon just needs to make it easier for me transfer my library to it so that I can really take 100s, if not 1000s, of books with me wherever I go.

Amazon, are you listening?  Let’s talk.

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The Numerati – A Review

Written on April 19, 2009 by Adam in Marketing & Advertising, Misc.
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On Stephen Baker’s direct recommendation I picked up a copy of his book, The Numerati. Actually, I picked up 2 copies and sent 1 to my dad.

I wish he blogged, because his take on the book would make for an awesome read. Long-story-short, from his perspective, the concept of The Numerati has been around long before the book. He credits Isaac Asimov as one of the first people to uncover some of the prediction based ideas introduced in The Numerati.

That said, let me give you my take. If you haven’t read The Numerati, don’t worry I won’t ruin it for you in this post. At a high level Baker shines the light on a segment people called The Numerati. They are a group of very smart people in varying industries, from IBM to the NSA, that are using math to predict outcomes. These outcomes could be anything from a transaction at your local grocery store to a 9/11 like situation.

How is this possible? Data. Everyday people leave behind pieces of data about what they do. Every call we make on our cell phone, every website we visit, everything we purchase on our credit card, and even the places we visit (captured by cameras) all contribute to the information marketers, hackers, and the government have about us. That data when carefully analyzed can help someone determine if we’re:

  1. Republican or democrat
  2. Worth an extra 30K in compensation or unnecessary overhead
  3. Likely to buy recently discounted laundry detergent
  4. A criminal trying to cheat a vegas black jack table

Those are just some of the examples; there are thousands more.  Perhaps the most famous example of The Numerati in action was the campaign Barack Obama ran during the 2008 presidential election.  His focus on data, people, and the web was unprecedented and is widely regarded as the key component (besides being an amazing public speaker) to winning the presidency.

I found a lot of similarities between The Numerati and Moneyball. Both of these books run counter to Malcolm Gladwell’s arguments in Blink. This fascinated the hell outta me. Moneyball basically says don’t trusty your eyes, trust data, and more importantly trust the right data (eg not homeruns). That’s a really similar idea to The Numerati. After all with the mountains of data out there why would you trust your gut over a model put together by some guy from MIT?

Personally, I’ve always been a “Blink” guy. My instincts have rarely lead me astray. In fact, I’d argue they’ve been right 90% + of the time. I believe that data is important, data without context is useless, and data should be used to LEAD you – not make the decision for you. I’ve seen data for years lead to cases of analysis paralysis and little to no risk taking.

The Numerati concept, not the book, doesn’t seem to account for emotion. If we just looked at the data, why would anyone get married? The divorce rate is 50% and growing? The odds are against you. But, emotion gets in the way. We get wrapped up in the IDEA of a marriage, white picket fence, kids, etc. Emotion, not data drives the decision.  As marketers we’ve been taught to focus on reasons to CARE not reasons to believe.  Beliefs are rooted in facts which are rooted in data.  Caring is emotional.  It’s the reason people are willing to pay the Apple tax.

Would the iPhone have come to market if only “data” was used? What about Nike+? Twitter? BMW Films? Nintendo Wii? BlueRay? I don’t think so. To me, the companies that succeed today leverage their data to INFORM and then use their gut (aka Blink) to make the decision. It’s that combination, in the right ratio, that helps you get the DOVE Campaign For Real Beauty campaign.

I kept asking myself throughout the book, “if all of this information is out there and we have The Numerati to help us make sense of the data – WHY aren’t ads more relevant?” Think about it. Shouldn’t the ads you see be smarter and more in tune to YOU? Are marketers simply not paying attention? Are they still seduced by the lure of mass media tools like TV where we’re trying to connect with a broad target/segment, instead of the individual? I’m not sure. I’ve been in marketing and advertising for roughly 12 years and I’ve rarely seen marketers leverage the vast amount of data in the way The Numerati indicates we can and should. Strange. I welcome your thoughts on this topic.

The other thing I wonder is if people would be more inclined to proactive provide data to marketers if they were deriving a better value and experience from marketers. As Baker mentions, we’re already doing this with shopper loyalty cards. For a small discount (eg 10%) on your groceries we’re voluntarily giving the grocery store data about our shopping habits. It’s about a mutual exchange. I give you something and I get something. Seems fair. I can tell you this, I’d give away information about me voluntarily to car companies so that I could avoid seeing ads from any car manufacturer not named BMW. I’m not going to buy a Kia, Chysler, Ford, or Lexus. It’s just not happening. Wouldn’t those companies want to avoid marketing their vehicles to me? Seems fair. I’m open to it, but companies aren’t.  Facebook tried this approach with Beacon.  But, they made a big mistake in not asking it’s members if they wanted to opt into the program.  People want to have a say.

That’s the future to me; companies and consumers engaging in a system of mutual exchange. It benefits everyone so long as the information provided is used responsibly.

Pick up a copy of The Numerati. It’s a great book with real world examples that will help you think about the power of data. Data is powerful. But with great power comes great responsibility. Baker covers this challenge in the book, but it deserves even more attention.  As you can see from the length of this post, it’s made me rethink several things and has my mind moving. You’ll be doing the same thing after reading The Numerati.

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Twitter Has Gone Mainstream

Written on April 18, 2009 by Adam in Marketing & Advertising, Misc., News
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Yesterday, April 17, 2009 will mark the day twitter went mainstream. Oprah dedicated an entire segment of her show to twitter. As part of the show she proclaimed Ashton Kutcher the king of twitter for beating CNN for the right to be the first member of twitter with 1,000,000 followers.

Folks, the levy has broken and twitter is no longer a cool, niche, and quaint community of bleeding edge participants. Get ready to see your mom following you on twitter. Scary. I know.

In full disclosure, I’m not a fan of Oprah. However, her segment on twitter was brilliant. These two videos do a great job of helping anyone and everyone understand the birth of twitter, why it exists, and how to use it.

The key quotes from the videos are twitter “democratizes media” and “in some ways this is kind of a commentary on the state of media – because I believe that we’re at a place now with social media where one person’s voice can be as powerful as an entire news network, an entire media network.”  Pretty powerful.  I expect those quotes to be over used in presentations from agencies and marketers to their clients.

So What Does This Mean

  1. We’re going to see a shift from push to pull. No longer is it going to be the agencies and bleeding edge trying to get clients and brand managers to embrace twitter. They’re going to start asking about it. So you better be on twitter. If you aren’t; you’re not going to have any credibility.
  2. The noise to signal ratio is going to skyrocket. The number of new people joining twitter will be enormous. As these new people try to “figure out” twitter, existing long time users will see the quality of tweets decrease.
  3. We’re going to need metrics…real metrics. As I’ve stated hundreds of times before if you just evaluate a tweeter based on the number of followers, Britney Spears with a whopping 119 updates would be #3. Those 119 updates have come over the last 7 months. That amounts to roughly 4 tweets a week. Qualitatively, the tweets are useless making the numbers even more polarizing.
  4. Now, more than ever, we need a method for evaluating the quality of a tweeter. I’ve long pushed for some type of thumbs up/thumbs down approach that’s similar to Pandora. If millions of new people to twitter simply follow the people with the most followers (it makes sense to take that approach) they’re going to be disappointed with twitter and never see the full value. We all lose if that happens.
  5. Long time twitter veterans and power users (aka us geeks) will start flocking to other sites like Tumblr and FriendFeed. Why? Because you lose the cool factor when you’re at the same bar as everyone else.  This is a critical point because it’s not about twitter or Facebook or Tumblr.  It’s about ALL of these things.  You don’t need a twitter strategy or a Facebook campaign – you NEED a social media strategy.

The next few months are going to be interesting.  One thing is certain – if you are in the PR, marketing, interactive, web, or technology space you need to be on twitter, if only to understand what the hell everyone is talking about.  I suggest you join now, it takes less than 2 minutes.

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The Hotel Guest Experience

Written on April 16, 2009 by Adam in Misc., Travel
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I’m writing this from the convenience of room at the Westin River North in Chicago.  Sportscenter is on the TV, Pink Floyd’s The Wall is playing on the iPhone, and I’m wearing a very comfortable robe.  That last part is probably too much information.

I’ve stayed at some pretty awesome hotels. My head has hit the pillows of the Ritz Carlton in St. Thomas, St. Martins Lane in London, The Drake Hotel, The 4 Seasons in St. Louis, and the list goes on and on. They all claim, on some level, to offer you an amazing guest experience. While I’ve left satisfied, I’ve never left saying, “wow that was an amazing experience.”

Until now that is.  I checked into the Westin River North in Chicago yesterday evening.

As I approached the door to the hotel the doorman greeted with a roaring and jovial “Good evening, welcome to the Westin.” In doing so he also held the door open for me. So right off the bat, the first impression was awesome. From there, I went to the hotel registration desk and the woman checking me in greeted me with a smile and as she was checking me asked me, “sir, would you like a complimentary upgrade? it includes an upgraded room, access to the club level, free breakfast, and free drinks at night.” Ummm, let me see….YES! Of Course!

Ok, I waked into the room and was greeted with a larger than normal space that included a slick LG LCD tv, an iMac (already plugged in to the internet), the clock had a built in dock for my iPhone, and the room set to a comfortable 67 degrees. The heavenly bed and heavenly shower lived up to and exceeded my expectations.

The next morning I took them up on their offer for a complimentary breakfast. It wasn’t a hot breakfast, but very good none the less. Fresh OJ, granola, fruit, pastries, and an awesome meat and cheese plate were options. I took the elevator down and on my way out 3 members of the hotel staff offered me a “good morning” and the doorman asked me if I needed a cab. I didn’t, but it was nice of him to ask.

This evening, I had the same experience. Doorman greeted me good evening. A few members of the hotel staff said hello. Oh, and the business center actually worked. I was able to print my boarding pass for no cost. Pretty cool? But, it gets better.

When I got back to my room the TV was on and set to ESPN (nice touch) and there were two chocolates waiting for me on my pillow. Bravo!

I haven’t checked out yet. But, I’m assuming I’ll get the same treatment tomorrow and the doorman will hail me a cab to the airport. I’ve got to say that this is the best overall hotel experience I’ve ever had. Nice job Westin.

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