• Online and Offline Community
• Online Privacy
• Whole Foods faces the "whole truth"
• What's News? Olds
• Apple, InfoWorld, And Valuing Niche Audiences
• An Agency's Worst Nightmare; A Brand's Dream Come True
• Hats Off to the BBC
• Low-Tech WOM Programs Still Work
• Google, KinderStart, And Eleanor Roosevelt
• A Profile In Courage

• March 2008
• January 2008
• December 2007
• November 2007
• October 2007
• September 2007
• August 2007
• June 2007
• May 2007
• April 2007
• March 2007
• February 2007
• January 2007
• December 2006
• November 2006
• October 2006
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• August 2006
• July 2006
• June 2006
• May 2006
• April 2006
• March 2006
• February 2006
• January 2006

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Okay, so it isn't in the news yet, but it will be! After I write the article, my editors approved it and the next issue of PresenTense hits the press.

I've been exploring how online and offline interactions effect community and thought I'd ask you the same questions I asked for the article. Who knows, maybe there'll be a follow-up.

1. What was your first online community? What did it do for you? What was it like?

2. What online community to you identify most with? What's it like? What do you get out of it?

3. Have you ever met your online friends in the real world? What was that like?

4. How does your online life compliment or complicate your offline life?

Last weekend I did it too. I spammed my whole email address book (850 addresses) with invitations to Quechup. It got me thinking about a few different online privacy issues, but first the story...

Running your address book through social networks has become quite common. I’ve done it on Facebook and Twitter, so I didn’t second guess doing so on Quechup. After all, I’d been invited to join by a trusted source, so it probably was a great new site. The next morning I learned that when I ran my email account through the friend finder, it had lifted all 850 addresses and emailed every single person an spam invite. It was a reminder of the need to check out sites for yourself and read the fine print, really read it.

Other news this week is that Facebook is opening up to search engines. Users now need to select if their profile will be searchable and how much data will be available for public searches. This is what prompted me to start limiting my profile to loose connections and breaking connections with strangers.

What are you doing to proctect your privacy online?

Recently, Whole Foods has been receiving flak from Michael Pollan, a well-known author and blogger who has accused the chain of being disingenuous in its claims of selling produce from local organic farmers. The story reached the San Francisco Chronicle last week and there are a couple of things worth pointing out here.

First, the Whole Foods CEO has his own blog and invites and open and honest dialogue with customers, industry folks and whoever else is passionate about food. Bloggers like Seth Godin are correct when they say not every company's CEO should jump on the blogging bandwagon. But this one is a good example of transparency and engaging in online conversation, even with people who may be strongly critical of your operation.

More importantly, the CEO actually used his blog to announce significant changes in Whole Foods’ policy to address the concerns raised by the public. If you check the Whole Foods Press Room, there is no formal release announcing the company’s changes. They are all outlined specifically in the CEO’s blog post. Steve Rubel has asked whether this new medium will one day change the way we share our clients’ news with the media and general public. Here’s a great example of where we may be headed.

Finally, even though Whole Foods gets high marks for changing its policies and engaging in the online conversation, Pollan notes that making the announcement on a CEO’s blog is also a clever marketing ploy. "Doing it this way gave the whole effort a lot more credibility in the eyes of the sustainable food movement," he said. The admission is a nod to Whole Foods, but it also sends a subtle signal that bloggers may feel the medium is being co-opted by shrewd corporations. Something to keep in mind when we’re recommending this strategy to our clients.

Even if you don’t care about blogging, the story provides some fascinating insights into the organic food movement and the difficulties a growing company can have in staying true to its original mission.

Recently while surfing the digg front page, a very popular site where users decide what's news, I spotted the ultimate Internet meme. Pitcher Randy Johnson winds up and hurls a fastball straight for home plate. Except, in a once in a lifetime event, instead of reaching the batter's box the pitch hits a bird in mid-air, killing it instantly. What a hoot. ESPN anchor Fred Hickman sums up the event so eloquently by citing Prince's "When Doves Cry."

However, the funniest thing is the video actually isn't news at all. The event took place over five years ago. Johnson was playing for the Arizona Diamondbacks and has since joined the Yankees (with mixed results).

I raise the incident because it demonstrates that today the definition of "news" is changing thanks to sites like digg. The site does a wonderful job of recycling news that's long since gone to the graveyard. This includes many stories that corporations are happy to have seen die long ago.

Today, news does not necessarily encompass the new, but also the "olds." This includes events that some may remember but many more do not.

What's this mean for PR? Well, it could mean that there's an opportunity to recycle funny or entertaining stories from long ago by sending them to members of the digg community to seed. Or, on the flip side, it means that corporations need to be watching their brands to make sure the skeletons don't come tumbling out of digg's closet.

The definition of news is changing. Ask Randy Johnson, but don't ask the bird.

Apple is apparently pretty irritated at InfoWorld's Tom Yager.

In a column, Yager pointed out that, by making the Intel-happy version of the OS X operating system a "closed" one, it would frustrate folks who have otherwise enjoyed tweaking, recompiling, and otherwise experimenting with the system.

Yager takes it from here:

Apple pushed back, saying that as eclectic as my readership is, the subset I described is only a "fraction of a fraction" of the geeks (Apple’s word) who are my regular readers. Issues that matter to so few, and to me, shouldn’t be projected to a larger audience in 48-point type. I go on the defensive whenever a vendor suggests that any portion of my readership is an underclass because of its numbers.

Continuing:

It is our fraction of a fraction that is the bellwether for the next leading edge. My readers don’t gaze at my torch or carry others’. They’re too busy lighting new ones.

But I bring this situation up because, irrespective of the publishing platform involved — dead-tree, blog, or whatever — the only group that knows a writer's audience better than that person is... the audience itself!

In this case, the audience is deep-diving, innovative tech enthusiasts. If Yager's column went too far afield with that group's interests, they'd either let him know directly or vote with their eyeballs.

More commentary over at Eric Eggertson's blog.

Technorati Tags:
apple, infoworld, pr, public relations

I loved Julie Bosman's piece on user-generated ads in today's New York Times. In it, she talks about a new Sony ad that breaks today on Current TV that was produced by a 19-year-old from the Twin Cities named Tyson Ibele.

In return for his effort, Tyson is getting his 15 minutes, some seriously cool cred, and $1,000. Sony and Current TV get some props in the NYT and an amazing ROI. Think about it: At standard hourly rates, just about any agency (including ours) would have chewed that up getting briefed by the client on our next assignment. A slam dunk for everyone — except the ad agencies involved.

But that's not what agency's should be having nightmares about. The simple fact is this: It ain't about the money. There are millions of Tysons out there blogging, posting reviews, talking with their friends on myspace.com and yes, creating (or mashing up) ads, parodies, how-to's, and so on about their favorite — and least favorite — brands every day. And they're doing it for free... because they find it both engaging and empowering.

The nightmare to which Ms. Bosman refers will keep waking us all up with the cold sweats until we realize that this phenomoenon we're seeing isn't about commerce; it's about conversation. Tyson's opinion and what he does with it are not for sale. No one's is.

A brand's lovers and detractors are going to keep sharing their opinions and their self-generated content with or without financial incentive. What's to worry? I see that as a really good thing.

Think about it. Collectively, we spend billions trying to capture our target's imagination for a few seconds. yet here comes the age of conversation, and our target will actually spend hours, if not days, engaged with our brands.

I think it all boils down to trust. You have to have trust in your brand, and you have to place trust in the hands of your most passionate advocates. They'll be a far more passionate and credible voice in countering those voices than anything.

If the detractors start gaining traction, it's time to take a good, hard look in the mirror. Fast. Whatever they're complaining about is likely a very real and recurring product or service issue. And that's something that will get talked about until it's fixed.

Technorati Tags:
advertising, pr, public relations, word of mouth, womm, cgm, sony, currenttv

Check out this piece from today's Guardian on the BBC's plans to revamp its web site.

Talk about your basic understatement.

Ashley Highfield, BBC's director of new media and technology, unveiled the plan to his staff earlier today in a presentation entitled "Beyond Braodcast."

In a nutshell, he plans to focus all BBC digital output on three broad concepts of citizen journalism: find, share, and play.

He's also asking the public to help him re-design the BBC site to fully exploit the functionality and usability of services such as Flickr, YouTube, Technorati, and Wikipedia.

This isn't BBC 2.0. This is Journalism 2.0, and you're all invited.

Technorati Tags:
bbc, journalism, media

Interesting story in the Seattle Times today about how organizers managed to pull together up to 30,000 people for this week’s immigration rally in Seattle. Although the headline credits a “word-of-mouth network” for spreading the word, blogs and online communities are nowhere to be found in the story. Good ol’ fashioned person-to-person outreach through churches and community groups, fueled by popular local radio stations, has been the primary driver for these events in Seattle and across the country.

It’s no surprise that the Web hasn't been a major promotional vehicle for these rallies. Web-based tools like blogs and podcasts may never become powerful among audiences that are significantly impacted by a lack of technological resources. Given that, it’s refreshing to see that a classic, grassroots Word of Mouth campaign can still shake up the hallowed halls of power.

However, it's worth noting that this human approach shares a crucial characteristic with a high-tech forum like this: Both speak to the power of “a person like me.” Word of Mouth programs have been around since the dawn of man and new tools like blogs are another way for engaged groups to share information and mobilize around causes. The medium changes, but the underlying principle remains the same.

Eleanor Roosevelt once said that "No one can make you feel inferior without your consent."

Though I'm pretty sure she wasn't talking about search engines, I suspect this quote is applicable in this case of KinderStart v. Google.

From Reuters:

KinderStart charges that Google without warning in March 2005 penalized the site in its search rankings, sparking a "cataclysmic" 70 percent fall in its audience—and a resulting 80 percent decline in revenue.

That said, I also think it's fair to say that if an 80% revenue decline can be attributed solely to your Google rank, you've pretty much lost control of your business.

What's particularly intriguing is that KinderStart has chosen to fight this on the basis of free speech. Again, from the Reuters article:

The complaint accuses Google, as the dominant provider of Web searches, of violating KinderStart's constitutional right to free speech by blocking search engine results showing Web site content and other communications.

However, it would appear that the courts have already determined that Google's ranking algorithms — and the right to use them as Google sees fit — already represent "free speech." From the AP:

In 2003, Google persuaded a federal judge to dismiss a case filed by Oklahoma City-based Search King Inc. after its search ranking abruptly fell. Google argued its search ranking formula represented an opinion protected by the First Amendment, and U.S. District Judge Vicki Miles-LaGrange agreed.

While no one can underestimate Google's power, putting so many of your eggs in such an unsteady basket as search result ranking does not a business plan make.

One could argue using a variation of the well-worn — and very false — publicity axiom that "There's no such thing as bad PR" and that this lawsuit is part of a PR strategy. I don't agree. Sure KinderStart is getting a lot of linkjuice for this lawsuit, however, none of it is building the brand and I'm not sure it's worth the expense and distraction of the lawsuit.

The other reactions from around the blogosphere:

Earl Mardle: "There are days when my mind needs a good boggle just to remind me that comedy is three parts outrage. If this wasn't so outrageous, it would be hilarious."

Seth Godin: "The New SEO -- Lawyers"

Hugh McLeod: "This is utterly appalling."

Peter Ireland: "There's no recourse at all when this happens. Google is your judge, jury, and executioner."

Ugo Cei: "Given my recent problems with Google rankings, I might be tempted to sue them too."

Definitely worth following.

Technorati Tags:
google, search, kinderstart

I was ripping through my feeds earlier today and came across something on B.L. Ochman’s whatsnextblog that made me really stop and think.

Jill Carroll is still missing.

Somewhere in Iraq (we think), a very brave -- and no doubt very scared -- lady is being held against her will by some other people who have never known what free speech and a free press are all about.

We can blog. We can podcast. We can print anything we want, when and where we want. And we can yell that "we're mad as hell and not gonna take it anymore." We can do all of that and, while we might lose our jobs, we most definitely won't lose our lives.

I'm going to bed at home tonight, and I'm not going to watch the news.

I'm going to think about Jill Carroll.

I'm going to think about what she's done and what she’s going through.

I'm going to thank her in my own quiet way for being so bloody brave... So relentlessly committed to the pursuit of the story.

And doing it all -- regardless of concern for self -- without a net.

Here's BoingBoing's coverage.

Kind of puts our to-do's tomorrow in perspective, doesn't it?

Technorati Tags:
jillcarroll, jill carroll

There was a great article by David Sharos in today's Chicago Tribune entitled "Blogs taking a seat in, out of classromms." Kids, it seems, are being exposed to the power of blogging as early as Kindergarten. And that's fantastic.

What's disconcerting is the apparent dearth of dialogue relating to blogs and their rising role in business communications (e.g., marketing, journalism, public relations, advertising, etc.) within the curriculum at many of this country's leading colleges and universities.

The proof, I'll admit, is largely anecdotal. I know that some instructors, notably the likes of Robert French and Walter Carl, are well head of the curve.

However I'm in the process of interviewing summer interns. These are juniors -- 12 months from joining the working world. I ask a simple question: "What do your professors tell you about blogs?"

The answers I got from three comms majors: Nothing. Nada. Zilch.

At which time, I proceeded to hand each of them a copy of Naked Conversations, and to call me again when they'd finished it.

The moral of the story is simple: Schools that are ignoring blogs are doing their students (and their parents investment!) a huge disservice. (Disclosure: I happen to have two kids in college.)

Any communications major who doesn't "get" the power and influence that blogs are exerting on their chosen fields is in for a rude awakening.

So, I'm reaching out to academia with this request: Please don't teach what used to be, because I'm not hiring history majors.

Teach what is and what will be. Your students will thank you for it.

Technorati Tags:
education, blogs, college, internships, careers, pr, public relations

Eric Schwartzman interviewed me and Steve for the excellent "On The Record...Online" podcast. Here are show notes, and here is the MP3. I recommend you subscribe to the series, as Eric has had a run of great guests, including The Wall Street Journal's Walt Mossberg, Cluetrain co-author Doc Searls, and others.

Technorati Tags:
pr, public relations, eric schwartzman, edelman, podcasts

We’ve been taught that it’s not polite to point. And I'm going to go out on a limb and say that the thumbs-up sign is losing rank as the most popular hand gesture. (I’d be referring to the comeback of the peace sign, obviously). But we use our hands for so much more. So please spread the word that there’s a real physical health threat to our digits today. [Seriously? Yes, stay with me here.]

Virgin Mobile launched a new website showing that the high levels of text messaging today increase risk of repetitive strain injury (RSI). Apparently,

Chiropractors recognise that text messaging regularly over a long periods of time can cause repetitive strain which may cause short-term and long-term injuries," said Dr Matthew Bennett, a spokesman for the British Chiropractic Association.

When text messaging, the tendency is to keep your shoulders and upper arms tense. This cuts down the circulation to the forearm, when it actually needs a greater than normal blood flow to achieve the consistent movements of the thumbs and fingers."

In somewhat related news... boredom has fallen into the wide open arms and limitless arousals of the Internet (here’s where pointer's really at risk with hours of clicking your mouses). eMarketer reported new data from Pew Internet & American Life Project saying that about 40% of Internet users hit the web "aimlessly" without clear purpose – besides having nothing else to do. Even with the thousands of television channels that people can access today, people are now going e-channel surfing.

Is this good news for interactive marketing? Yes. Is this also a threat to how we work? Well, there are some adjustments we should consider making. Online advertising and promotions have been strategically targeted to relevant audiences; you know... those interested in similar or related topics. Well, maybe relevancy of the topic isn’t the key driver anymore. Maybe it’s simply a shot of boredom with a splash of A.D.D.

Technorati Tags:
Marketing, Internet, Health and wellness

I think it's great that Publicis has decided to join the word-of-mouth fray by launching Denuo, and I wish them all the luck in the world. They're going to need it. I've pasted the first paragraph of the good old-fashioned "announcement via press release" that Cheri Carpenter at SVM Group sent to Steve Rubel below.

Paris, Feb. 22 — Publicis Groupe today announced the launch of Denuo, a major new strategic initiative designed to anticipate and exploit the rapidly changing digital, interactive and mobile communication environment. Denuo is a stand-alone business -- but is not based on any pre-existing industry model. Denuo's model rests on three pillars, and will function simultaneously as a strategic consultant, an inventor of solutions and as an investor in partnerships. The unprecedented new venture ["denuo" = 'afresh', 'anew' in Latin] will be led by Rishad Tobaccowala, chief innovation officer of Publicis Groupe Media and celebrated industry visionary who was identified by Business Week as one of the top business leaders in 2005, and by TIME magazine as a key "Marketing Innovator."

It all sounds rather Orwellian, doesn't it? And while the intention is clearly to create a bleeding-edge marketing think-tank, it also comes across as decidedly old school. My take: what they're really trying to do is to show advertisers how they can change what they do and where they do it without really changing what they do or how they do it. The perfect low-risk proposition, or is it?

Well, it is perfect, save for one glaring omission: I – and I speak metaphorically on behalf of the 5 billion "I's" out there – don't want to be exploited by Denuo or anyone else. I want more than a simple say in what I see, hear, touch and experience; I want and expect total control.

My charge to all you communicators out there looking to connect with me is this: Listen to me. Get to know me. Talk with me, but not to or at me. Trust me with the controls over our relationship. And I will pay you huge dividends in return.

The old days and old ways are gone forever.

Welcome to the Me2Revolution.

Technorati Tags:
me2revolution, pr, public relations, wom, womm, word of mouth

eMarketer just released new data on how US marketers view the importance of WOMM.

• 62% consider WOMM "extremely" or "very" important
  
• 71% are currently using or planning to use WOMM – with another 14% considering it
  
• Top reason US marketers do not have a WOMM plan is a lack of metrics - followed by an uncertainty of how to integrate WOMM into current marketing efforts
  
• 72% expect to generate results by within a timeframe of few months or less – with most expecting results within a few weeks
  

TalkShop is a blog about word-of-mouth and the Me2 Revolution, published by Edelman and hosted by Phil Gomes, the company's Senior Counsel, Online Communications. This blog pulls in thoughts and opinions from members of the worldwide Edelman network.

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