Logic+Emotion

People, Places + Events

First off, apologies if I've had to cancel a scheduled appearance with you.  I've gotten some great speaking invitations recently from places ranging from Google to events organized by PSFK, but had to turn some stuff down. It's been a busier summer than I anticipated and I'm trying to keep the plates spinning the best I can.  That said, here's a few events I'll be speaking at in the coming months.

Sept 15-19
Chicago New Media Summit
I'll be talking about personal branding and Chicago.  Who wants to help me put my deck together? :-)

Sept 16-19
Web 2.0 Expo, NYC
There will be some great speakers here, I'll be talking about micro-interactions.  All before lunch.

October 7-8
IDEA
I'll be joining some of the brightest minds in the user experience profession right here in Chicago for a couple of days of yummy UX brainfood.

October 28-29
Forrester Consumer Forum
This is still up for grabs, but I'm proposing to do a panel and perhaps bring the Wheel of Marketing Misfortune to life (one that you will be able to spin). Think prizes people. Prizes.

If you are attending any of these events, come find me.  If you are planning a future event and think I'd be a good fit, shoot me out a note.

Make Every Interaction Count

This is the last slide from the most recent version of my POV on "micro-interactions". After reading Randy Pausch's book, "The Last Lecture", I was influenced and inspired by how he shared the memorable moments in his life with the rest of us—so much so that I kick off my presentations with his story about Disney.  His account of what mattered most was a combination of life's key moments, mixed in with lots of little ones, the things we often take for granted. Randy isn't with us anymore, but his influence can still be felt.  At least with me.  I'll need to to a better job in my own life if I really want to make every interaction count, as I state in my last slide. But I know it's the right thing to do.  For people, for organizations, and for the rest of us.

Thanks for the gift of The Last Lecture, Randy.  My thoughts go out to your family.

Digital Marketing Needs a Reboot

From my recent contribution to Ad Age, Digital Next:

"Old habits die hard. While consumers are out there spending countless hours on social networks, file sharing applications, chat, community sites, buying stuff, selling stuff and using multiple devices, some of us tradigital old fogies are still reaching for our beloved toolbox of the past in the hopes of getting their attention. While online user behavior tells us that people respond well to simplicity, we labor to create complexity in the form of experimental navigation and sites that take forever to load. When YouTube arrived on the scene, we responded by putting our TV spots on them or -- better yet -- creating spots that looked like they were made by amateurs. Little did we know that the real action happens in the comments. Have we thought about talking back to people or are we really just interested in telling our stories?"
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Designing The Digital Experience: A Foreword

David Lee King asked me to write a foreword to his upcoming book titled "Designing The Digital Experience". I got to see an early draft of the book and it looks promising.  Most of the focus of David's book is on designing digital experiences, but in the foreword—I take a step back and examine the relationship between "experience" (physical or digital) and the social phenomenon.   Here's a sample of from what I wrote.  You'll have to wait for the book to read all of it.

"So if you went out and bought this book, you’re heading in the right direction. The reason why social networks are such a big deal these days is that they act as both the great equalizer and amplifier. Customers who have a crappy experience with a company’s products or services now have a virtual arsenal of communication methods to be heard.  Often times the search engine's powerful algorithms (Google) finds their content and links to their complaints.  When a certain “power consumer” couldn’t cancel his AOL account despite several pleas with the voice on the other end of the phone, he decided to take matters into his own hands and record the horrendous experience.  What resulted was a PR nightmare for AOL that started online, gained momentum and was quickly reported on several national news stations. What starts digital becomes something much bigger, and it all starts with an experience.

Yes, the social revolution needs to be understood, but what needs to be driven home even more so is that companies who continue to deliver mediocre or bad experiences will find themselves in a downward spiral, fueled by a digital revolution that has now empowered all of us.  On the other hand, companies who figure out new ways to delight customers will have brighter futures and consumers who are more than happy to do their marketing for them.  It sounds simple, and common sense because it is—but the reality is that few companies have customer service baked into their DNA, and culture.  The ones that don’t may choose to go about business as usual but will have to risk dealing with a better-educated and empowered consumer class who is being influenced by the most influential source out there.  People just like them."

Brand As Facilitator

Brand As Broadcaster
In this dynamic world of "social media" that we're all gushing over, it's healthy to remind ourselves that most brands are still acting as "broadcasters"—dishing out content, information, products and services to people.  In some cases we're helping brands continue this model when we produce things like "branded entertainment"—content modules which get pushed out to audiences in perhaps multiple mediums or "channels".  But it's still a top down approach.  The brand manufactures the messages and figures out how to get that message out wherever there are eyeballs to take it in.  It's more realistic that although this model has become less effective as people have become more empowered, it's probably not going away.

Brand As Facilitator
What some brands have chosen to do is to act as "facilitators". This means that like any good facilitator, they get off center stage, move over to the side and let others do the talking.  But just like any good facilitator, the brands who succeed in this direction need to master it as an both and art and science.  Good facilitators know how to actively listen, how to create environments which stimulate productive conversations and interactions and most importantly they add incredible value even though they may come across as the least vocal in the group.  Brands now have the opportunity to empower influential voices who reach others.  They have the opportunity to leverage the "brand ambassadors" who are likely already out there.  And in the possible scenario that there aren't any—a brand can still become visible in the online conversations that are likely happening about it or topics relevant in it.  Some people believe that good facilitators are "invisible"—I believe you always know they are there, you just feel comfortable talking around and with them.

I don't believe brand as "broadcaster" is going away any time soon, but I do think the exciting challenge which lies ahead of us is to figure out what tactics actually work in the "brand as facilitator" category.  It's something I've been chewing on the last few weeks.  If you've got some examples of the latter, I'd love to hear about them.

Hello From Amsterdam

I'm in lovely Amsterdam the first part of this week.  What an interesting city.  It's everything you'd expect from the bicycles to the weather (changes every few minutes) to the "cafes".  At night it has a really laid back feel and the canals add an unexpected vibrancy as they reflect the lights around the city.  Hello from Amsterdam.

You Might Be a Digital Anthropologist...

Upon recently talking about micro-interactions to the folks at Citi, I had a “micro-epiphany.”  It occurred to me that companies really need to be looking at the social revolution for possibly one reason over everything else.  Insights into human behavior that can lead to future innovations or even product/service improvements.  Point in case, as I was talking about some of the interactions I’ve had with brands on Twitter like Southwest or Zappos, I said something like “this isn’t about immediately jumping onto Twitter or any other network, it’s about making an observation that people are craving live interactions with other people who happen to work at the companies they buy stuff from”.  I went on to emphasize that they way I knew this wasn’t based on research, but my own personal observations and a willingness to take a step back and connect the dots.

Think about it, as spoiled as we are with great brands such as Trader Joes, NetFlicks, and Apple—when it comes to customer service we’ve unfortunately become accustomed to layers of poorly designed pre-recorded menus and canned responses that don’t actually help us. Companies have streamlined operations to the point where we assume it will take forever to speak to a live person who can actually help us.  Or if we get a live person, we’re disappointed.  Then all of a sudden a few companies start helping people via a network such as Twitter and we’re are all over it, happy to spread the news that someone is out there listening.  To me the insight is this:

We’ve become so starved for authentic live human contact that when it’s offered up to us we are all to happy to rejoice and tell the world.

As with many professions, digital has made certain things more accessible to people with potential.  Some of the most forward thinking companies like IDEO have invested in hiring anthropologists,  people who combine an intuitive curiosity with a learned skill for observation and pattern detection.  These anthropologists come from all backgrounds, and the really good ones have developed methods and toolboxes for capturing behaviors in the hopes of uncovering the insights they are looking for.

Today, a big part of that toolbox has become the Web, which lowers the bar for curious people who can detect patterns but perhaps haven’t earned their formal degrees in the social sciences or have the experience of recording hours of behavior via A/V equipment.  But there is a catch.  You have to be willing to investigate, spend time in the virtual communities—you have to participate to some extent and you have to develop your own system for capturing data whether it be tagging via delicious, favoriting links or archiving media.

The big shift is that the new kind of “digital ethnography” I’m describing is there for those willing to do what it takes to uncover those insights.  No special degree or professional recording equipment required.  I’m fairly certain some company out there is going to tap into this idea of “direct engagement”—live interactions with real breathing people enabled by digital technology.  Could be video, text, audio or a combination of all three.  But I’m fairly certain that the small percentage of people who are experiencing it through networks such as Twitter are acting as collective canaries in coalmines signaling a desire for more live human connectivity vs. artificial intelligence.  If you can relate to some of the things I've said here, then you just might be a digital anthropologist. At least, that’s my gut feeling.

Micro-Interactions 2.0

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Tomorrow, I'm giving a talk to a global group of executives from Citi, one of our clients.  I've revised "Micro-Interactions" and really feel good about the direction it's moving in.  Inspired by Randy Pausch (The Last Lecture) which I've talked about, I'm taking this concept down to it's core.  Much of our discussions in the industry (and outside) are focused on the social phenomena.  There's good reason for that—but we have to remember that the real power in "social" is the quality of interactions we have with companies and brands. 

The quality of these interactions is more important than ever, because the changes allow everyone to have a voice.  Randy Pausch wrote about his positive experience in his book.  Millions of people will be be influenced by that story in the years to come.  But social networks empower everyday people to be our own "authors".  We may not influence millions, but we can influence dozens and maybe even hundreds.

I've talked about this concept in influence ripples.  But what's worth noting is that the little things matter.  Perhaps now, more than ever.  Randy's $100,000 salt and pepper shaker may just be the poster child for why companies need to start putting the people they serve first.  If they do, we'll here about it.  If they don't, we'll hear about it.  Time to treat everyone like an influencer.

When Marketing Feels Shallow, Go Deep.

 

Here's a sneak preview from my next contribution to Ad Age, Digital Next:

"The problem with marketing is that it often times doesn’t allow marketers to go deep, to gain an intimate understanding of human behavior.  We’re strapped for time, spread thin and torn between making our clients or bosses happy while trying to do what we think is right.  We’ve got access to the latest trend reports, market segments, personas and metrics.  We’re surrounded by smart, capable people who, like William Hurt’s character—know what they are doing.  But there’s a question we need to ask ourselves.  Are we making the time to walk in the shoes of the people we market to?  Are we willing to swim in the deep end?"

Read the full article:

"Brand U.0": Why Your Personal Brand Matters.

Uploaded on April 22, 2008 by dougmeacham

From my latest contribution on Advertising Age, Digital Next:

"The hallmark of any great brand is authenticity -- just ask Harley-Davidson, Coke or Apple, especially when all of these brands lost their way and learned from it. Same thing applies to Brand You. In every tweak of a template, upload and keystroke, you have an opportunity to be authentic or disingenuous. Know what makes you special and unique, and tap into those qualities as you build your personal brand online. Most people can spot a fake when they see one, so remember that being genuine is more important that presenting yourself in an artificially glossy manner. It used to be important for bloggers to "find their voice" -- now it's relevant to all of us."
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Disney's $100,000 Salt + Pepper Shaker

You're probably familiar with Randy Pausch.  If not, you should go and familiarize yourself with his story.  Randy is both a a tenured professor at Carnegie Mellon, a scientist, a husband and father. And he's dying of cancer. His last gift is for all of us, in the form of a video that's made it's way around the internet—as well as a precious book titled "The Last Lecture".  There are many stories worth talking about which Randy has put into words, but I wanted to take a moment to highlight one of them as it's helping me think through the idea of "Micro-Interactions".

The $100,000 Salt & Pepper Shaker

The story is simple.  At 12 years old, a young Randy Pausch was exploring Disney World with his family and he and his sister decided they wanted to show their parents their appreciation for the trip.  So they did what any other grateful children would do—they pooled their allowance money and headed straight for the Disney gift shop.  A few minutes later, they emerged with the perfect gift.  A ceramic Disney salt and pepper shaker featuring two bears in a tree holding the salt and pepper (not the ones in the photo above.)  Randy and his sister left the store excited to see their parents faces when they opened the gift.

Minutes later, a mini-tragedy struck when Randy accidentally dropped the shaker, breaking it on impact.  A nearby adult suggested that they should take it back to the store and they did so hesitantly, not expecting a positive outcome.  To their surprise and delight, the Disney employee who had sold them the items apologized for not wrapping them appropriately and gave them a new set, no questions  asked. 

So why is the Salt & Pepper Shaker worth $100,000?

As an adult faced with his own mortality, Randy looks back to that event with a unique perspective.  His whole family including his parents were so taken back by their "micro-interaction" with Disney, that they appreciated the institution on "a whole other level" to use his own words.  By Randy's calculations, over the years his family has enthusiastically spent over $100,000 with Disney brand over the years and they never forgot the symbolic importance of that one specific interaction.  In recent years as a consultant, Randy would often ask Disney executives this question:

"If I sent a child into one of your stores with a broken salt and pepper shaker today, would your policies allow your workers to be kind enough to replace it?"

Randy says, "the executives squirm at the question.  They know the answer: Probably not."  After Randy passes, his family will still have that salt and pepper shaker, and more than likely the memorable story that goes with it.  As we continue to look at the holistic relationship between marketing, products and the experience—it's worth noting that the little things really do matter.  More than we know.