Japan/China trip photos on Flickr (finally)

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Survey time again

Remember last year? It’s that time again.

I took the Web Design Survey - and so should you!

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Podcast roundup – broken glasses edition

My glasses have been horribly scratched for at least a year, and I’d finally decided that within the next couple months I’d get myself an eye exam and some new glasses. Then last Tuesday my glasses weren’t just scratched, I couldn’t see through them properly. I think my left lens partially shattered in place.

So until I can get new glasses (on a considerably accelerated schedule), I’m not reading very much. Yes, I’m near-sighted enough that the computer screen 18 inches away is blurry. Yes, I’ve made the text bigger. No, it doesn’t help enough.

So instead I’ve been listening to all the podcasts I’ve collected and then proceeded to ignore over the last year or so. Some have been more interesting than expected. And the winners are:

  • Chicago GSB Podcast Series – These are speeches/discussions at various events, so most of them are around an hour long. Normally I don’t have time to listen, but every time I do they’re interesting. The particular episode in this case was on CEO Goalsetting (MP3), including discussion of baseline goals, stretch goals, bounties, motivation, and what really works in a large company and in a startup. One panelist was the current CEO of Liz Claiborne, whose unenviable turnaround situation I’ve followed (for instance, see today’s Washington Post story on the men’s line), so it’s interesting to hear how he’s trying to change things.
  • Deloitte Insights Podcast – The show descriptions included when you subscribe to Deloitte’s podcast are abbreviated versions of and much less inviting than the pages devoted to each episode, so I’m not sure why they don’t include the full text in the feed. Regardless, the episodes themselves are excellent, with thorough conversations by experts. I listened to Embracing Disruption: How Consumers Are Transforming the U.S. Health Care System, and while I know a fair amount about the trends (researching medical information and providers online, shopping around for care or being told you ought to, etc.), it was a very comprehensive discussion. Participants in next year’s expected health policy debate should listen to this one.
  • McKinsey on High Tech Podcasts – Unlike McKinsey’s Global Institute and Finance podcasts, this one is interviews rather than audio versions of McKinsey Quarterly articles (which I’d really rather read/skim – better to do interviews with article authors like HBR sometimes does). The interviews look forward to potential new markets, since they’re on topics being researched by McKinsey’s high tech practice group, such as the Software as a Service episode I listened to. For me, sitting in an internet job and reading blogs of independent / small company web workers, SaaS seems everywhere, but it’s at the very early stages of corporate adoption. This was a good introduction to the benefits and where the market may go, though I was surprised there wasn’t more discussion of privacy/security issues with keeping data “in the cloud”.

I guess there’s a theme here of smart people having in-depth discussions of complicated business topics. Other podcasts in this category, not listed above because I listen to them more regularly:

LBS’s podcast doesn’t qualify because it’s too short; MIT’s is about selling the school rather than discussing research. Are there any more Serious Business Idea podcasts I should be listening to? Tell me now, before I can read again!

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Review: Personality Not Included

(book cover)If you write a book called Personality Not Included (Amazon link), you’d better include your own personality in its pages. Rohit Bhargava has definitely succeeded in that – and in writing an entertaining book with some serious advice about how companies can attract customers.

First the disclaimer: I enjoy Rohit’s blog, and I met Rohit at (and got my copy of the book in the swag from) Blogger Social earlier this month, so I’m predisposed to like it. In addition, Rohit ran a brainstorming breakfast there around ideas for marketing the book, which was a lot of fun – and an excuse to visit Greenwich Village – so I was invested in the book’s success before reading a word of it.

However, I’m sure I’d have enjoyed Personality Not Included if I’d picked it up because of the chickens on the cover. It’s written conversationally, more in the style of a blog than a formal business book, and it includes stories from a wide range of industries to illustrate its points. The main chapters are a smart description of why facelessness used to be an advantage, why it isn’t now, and how you can reform your company.

One of the best things about Personality Not Included is the footnotes. Again probably influenced by blogging, Rohit has included references to other books, magazines, and blogs where they’re related to his points, not just in a bibliography at the end. He’s willing to be the authority for some ideas but to send readers elsewhere when it will benefit us to hear from someone else. And good number of the footnotes are funny asides that make him seem like a real person, perfectly demonstrating how sounding authentic gains the sympathy of a customer.

The part I’m expecting to be most helpful to me is the Techniques, a list of ten “stylized ways of marketing” that can show off your organization’s personality, including Participation Marketing, Insider Marketing, and Useful Marketing. None of the techniques is a new idea, but it’s great to be able to run down the list and think “Would that suit this next campaign?” for each one. Each includes a “step by step” section as well as examples. Bonus techniques will be posted on the book website soon, and I’ll be keeping the list close to hand.

On the other hand, I’m not really sold on the Guides & Tools, the last 50 pages of the book. Too much of that seemed repeated from the chapters – though that may be by design, as the Note to the Reader at the beginning of the book suggests you don’t have to read from front to back but can skip around. The Guides & Tools do expand on the earlier material; I was just hoping for more concrete advice (maybe a blog series on rewriting backstories?). The chapter five set on Beating Roadblocks is the exception, with excellent suggestions.

This book is written for people who want their organizations not to be ordinary. As it says, “There are millions of profitable, ordinary businesses around the world.” But ordinary businesses are vulnerable to extraordinary ones, and extraordinary businesses are the ones with a “soul of your brand that people can get passionate about,” a personality. If you aspire to be loved and not just profitable, you’d be smart to pick up Personality Not Included.

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Blogger Social profiles – compiled

I’ll be going to Blogger Social in New York in a week, and in preparation I’ve been reading (and helping write) Steve Woodruff’s series of Socialite profiles. Now, for easy downloading, here are:

The 48-page full-size PDF (5MB) and the booklet PDF (4.8MB).

The booklet (courtesy of my new software toy CocoaBooklet) can be printed double-sided and stapled in the middle to make a cute little pocketable guide.

Enjoy!

Posted in Conference, Marketing, Tools | 4 Comments

Don’t just update your website

My company just evolved into Amplify Public Affairs (haven’t yet changed the rest of my site; I’ll get to it). I was involved with parts of setting up the new website, but the name doesn’t just need to change there.

I’ve updated LinkedIn, Facebook, Twitter, Blogger Relations (the company blog), and I’m sure I’m still missing other profiles. (I need a list.)

It’s not just about your website anymore, and in my case my website will actually be one of the later things to update: more people will see the change on social networks than on this site. The site will be updated soon because it’s a more permanent (and in some cases more public) record, but it’s not the most important thing to bring current – it wouldn’t be even if it got a lot more traffic. The vital thing to change is the message at points of contact: sites and services where others interact with me.

Google doesn’t yet realize the new Amplify site exists. If all my coworkers link to it from their various profiles, it’ll be much harder to miss. Our influence can be greater because it’s spread across the web.

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Long question, short answer

http://dowebsitesneedtolookexactlythesameineverybrowser.com/

Looking nice in every browser is, of course, appreciated.

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How to charge for your social network

Jeremiah Owyang (of Web Strategy by Jeremiah) comments on Twitter: “users dont want to pay fofr social networks. thus the need for monetizations…enter advertisements”.

Users don’t want to pay for anything, but that doesn’t mean nothing is ever paid for. Still, it’s particularly challenging to charge for social networks. They’re all scrambling for users, because the network effect ensures that larger networks will grow more quickly. Charging users reduces the number who’ll sign up, the number who’ll tell their friends to join, and your network’s attractiveness to potential acquirers.

So how can you charge for a social network? The usual way: you don’t have the most users, you have the most relevant users. It’s the same strategy used by business schools (a lot of whose value is in who you meet) and professional societies (where you can learn from others and be seen as a leader in your field). You’re paying to join a particular social network (in the offline sense) because the others in it are people you want to know. Oh, and there are some other benefits like classes, conferences, etc. The Well has had essentially this business model for years.

On the other hand, creating a network of most relevant people also works extremely well if you’re selling advertising. Look at ModelsHotel, a selective “gated community” for models from top agencies, profiled in the Wall Street Journal and then on TechCrunch in September. As the Journal says, “It’s this promise of exclusivity that is drawing sponsors to the site. Among its high-profile marketing partners: eccentric fashion design house Heatherette, Diesel jeans and luxury jeweler Piaget.”

So the upshot? Make your social network either big or specific, and specific is a whole lot easier to pull off. If you can get the right people to feel invested in your site, if you can grow a community, then yes, you can charge for access to that community. It’s up to you whether you charge the participants directly or take their time with (hopefully ever more relevant) ads – but I’m hoping in the current ad-a-minute glut that more places will opt to ask for my money instead of my eyeballs.

ETA: Jeremiah asks how much would you pay for a social networking service; Business Week discusses social networking with the elite.

ETA 2: Washington Post article says Online Networking Goes Small, and Sponsors Follow, 12/29/2007

Posted in Advertising, Business models, Privacy | 1 Comment

Dispatch from work

My first post on my company’s blog: User Diaries in Community Software.

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Today’s interesting posts from the feedreader

Bathroom blogging at Diva Marketing – when was the last time you thought about “the importance of bathrooms in the customer experience”? And how often do you judge an organization on its hygiene factors because they haven’t even gotten the basics right? When we clean up our acts, the bathrooms are a good place to start.

Humans networking – a presentation making the point that B2B marketing is about convincing people, and so is an excellent fit for social media efforts. More interesting than the presentation was where some of its insights came from: Greg Verdino used his own online resources to ask his network for their ideas.

What Jeremiah Owyang has learned in a month as an analyst – purely because of the quote at the end, “it’s just amazing that it can take nearly 24 months for work to come to fruition.” The web makes timelines shorter (i.e. Marc Andreessen’s comment on serial entrepreneurship, “when you start company #2 you can assume that it won’t necessarily consume the next 10-20-30 years of your life — you can probably build something successful over say 5 years, maybe 8 years max, and so you’re not committing the rest of your life.”), but sometimes it’s amazing just how much shorter.

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