July 2010

This Age we live in. This beautiful, frenetic, exquisitely unpredictable Age.

Call it the Digital Age, the Creativity Age, the Age of Possibility, Impossibility, Community, Psychosis, Personality, Rediscovery, Revolution, or simply the Age of Now.

Whatever cultural scene you’re digging, it’s all a cacaphony of paradoxes, competing paradigms, and shifting ideas of whether our third rock from the sun and its inhabitants are spinning dutifully on the collective axis, or right out of control, into galactic oblivion. 

End of ForgettingFeeling brave? Nihilistic? Existential? Here’s an article from last week’s New York Times Magazine that invites you to marinate in one slice of the whole messy enchilada:

The Web and the End of Forgetting, by Jeffrey Rosen.  

Rosen presents a compelling, intelligent snapshot of what’s happening today in the worlds of social media and social networking, communications, technology, and humanity, and how it’s scaring the pants off of many scholars, privacy advocates, philosophers, political leaders, and futurists. This “urgent problem” all revolves around “the challenge of preserving control of our identities in a digital world that never forgets.”

Chew on this:

“Facebook…now has nearly 500 million members, or 22 percent of all Internet users, who spend more than 500 billion minutes a month on the site. Facebook users share more than 25 billion pieces of content each month (including news stories, blog posts, and photos), and the average user creates 70 pieces of content a month. There are more than 100 million registered Twitter users, and the Library of Congress recently announced that it will be acquiring – and permanently storing – the entire archive of public Twitter posts since 2006.”

Yes, these numbers truly ARE staggering. In fact, I personally don’t have the brain configuration that can fathom the binary-code details of saving all tweets for official Library-of-Congress posterity, or the immense compulsion so many of us have to share all manner of content the moment we can text it.

But the issue isn’t about the numbers. It’s about what the numbers mean.

shiftThere’s been a colossal shift in our collective human landscape. No doubt about it. It started years ago, and it’s accelerating at warp speed. The shift is about how we literally connect – to ourselves and as a species, with ourselves and with others.

And like all gargantuan cultural shifts before it (has there been one this huge??), there are people on all sides of the fence. Some want to run and hide. Others want to dive right into it. Still others want to rebel, scream, kick, and fight until they drop.

In Rosen’s piece, he mentions Michael Fertik, a Harvard Law School grad, who said, “The right to new beginnings and the right to self-definition have always been among the most beautiful American ideals.” He identifies the birth of companies charging pretty pennies to improve our online brands, and he shares a term called “reputation bankruptcy,” coined by Harvard cyberlaw professor Jonathan Zittrain.

Rosen talks about the dangers and increasingly dire consequences of oversharing, and tells us about Alessandro Acquisti, a scholar at Carnegie Mellon University who studies “the behavorial economics of privacy,” which is “the conscious and unconscious mental trade-offs we make in deciding whether to reveal or conceal information, balancing the benefits of sharing with the dangers of disclosure.”

Ultimately, he shines a piercing spotlight on “the drawbacks of living in a world that never forgets.” The drawbacks spring from the rabid (and impossible) desire for control – control of our online reputations, what others think of us in general, and the amount virtual friends and strangers know about us.

In the second to last paragraph, Rosen writes:

“But a humane society values privacy, because it allows people to cultivate different aspects of their personalities in different contexts…”

I get it. I understand why people are freaking out. I understand the thousands of bad things that can happen to an overexposed human. Way beyond the lost job, compromised marriage, or unflattering photo, we’re talking everything from identity theft to leaving our children vulnerable to the evil of molesters.

But…but…what about the BENEFITS of living in a world that never forgets, even if it is thrust upon us all while we cling, kick, scream, and run futily in the other direction?

There’s so much energy being used to fight what’s happening right now. So many very smart people are trying to set up rules and systems to thwart this hyperspace shift into a radically transparent existence. Ultimately, they’re trying to contain technology, innovation, human imagination, and our genetic determination to explore new frontiers at all costs.  They may even succeed in delaying the inevitable for a while. But there’s no stopping this shift. It’s a done deal.

So, what if we got better at embracing this change? What if, instead of wasting time and energy fighting it, we found ways to consider it, accept it, and use it to our creative and/or evolutionary advantage the best we can?

At the heart of the fear is the fact that we can’t micro-manage others’ thoughts and opinions about us.

Okay.

Well, one benefit of having a long-tail history dragging in our data-saved past is we may all give far less weight to what others say, and even what Google says, and learn anew about how to nurture the relationships with our flesh-and-blood family and friends. More importantly, this may help us get a stronger, more secure sense of ourselves, so we don’t ever let anyone else define us.

“Never forgetting” by hook or by crook is a very effective way of BOOSTING AWARENESS of what we do, what we say, how we live, and how we choose to spend our time and energy.

EMBRACING our pasts – yes, INCLUDING OUR MISTAKES!!! – humanizes all of us. It gives the Holier-Than-Thou Police fewer places to hide. This desire to wipe our slates clean, to reinvent at the price of deleting what we think are the “icky” parts, denies some of the best (albiet challenging) aspects of learning, growing, and becoming better versions of ourselves.

Like the millions who are trying to wipe away the years with botox, lasers, and nip ‘n tucks, now there are millions who are trying to smooth away the online character lines of their wondrously imperfect lives. What if we nurtured a sense of curiosity about and pride of this wacky evolutionary process instead of hiding painfully behind feelings of shame, regret, and denial????

What if we all threw our shoulders back, puffed out our chests, and said, “Okay. I’m here. Say what you will. Document what you might. Input what you must, but that doesn’t change the essence of who I am, or what I choose to become.”

When I was in college, my roommate’s very wise mother said this to us one day:

“You wouldn’t care what other people thought of you if you knew how little they did.”

Perhaps we can seize this opportunity before us, the one that’s happening anyway whether we like it or not, and use it to ditch the shackles of gossip, perfection, and intolerance.

Perhaps “The End of Forgetting” is not privacy’s armageddon, but a cosmic shove to help us transcend our pettiness, respect our flawed journeys, and invite a compassion for ourselves and others never before seen in the world – online or otherwise.

Fast fact for you: The “Description” field for a YouTube video allows you to type up to 5,000 characters in there. So let’s do some quick ‘n dirty math!

Assuming an English language average of six characters per word (five + space/punctuation, based on unscientific Google results), that’s about 833 words. And assuming about 250 words per standard-margined, double-spaced Word doc page, that more than 3 pages of text you can stick in a YouTube Description field.

Holy keyword-stuffing temptation, Batman! Before you go nutty with this, check out the video for other ideas. Incidentally, it’s not the first time I’ve been seen in public with a wig for our company. But that’s another story entirely. :)

For those of you on Facebook who can’t see the video, but the wig comment made it absolutely necessary for you to see this at all costs, a quick trip over to YouTube will squelch your curiosity. (Thanks, too, to YouTube Marketing: A Hour a Day author Greg Jarboe for inspiring this video with his presentation during the 2010 Social Media Success Summit.)

Over the past couple years, in the midst of economic downturns and zigzags, between the cracks of reinvention and possibilities, among the trends of what’s happening NOW, and where things are going with marketing, communications, business, brand-building, and community-driven movements of all shapes and sizes, we’ve had a few real stand-out things happen for us and our business.

First, a smidge of backstory:

When we moved from Los Angeles to New Hampshire back in 2003, both of us quite immersed in the power and potential of the online space, we set an audacious goal of helping hundreds – even thousands – of businesses in New Hampshire jump in and embrace the opportunities of the Web 2.0 world.

no-bullLast year, that goal was manifested – and catapulted! - in a big way when we were hired by the NH Division of Economic Development (NH DED) to get them blogging, tweeting, and active on Facebook and other social media platforms so they could connect and communicate more effectively while leveraging their  limited time and resources.

Now, with Steve Boucher at the helm (NH DED’s  insanely smart, creative, driven, and prolific Communications and Legislative Director), after the first full fiscal year of our collaboration with the State:

  1. NH Economy’s No Bull Blog has increased the site’s overall Page Views by 70% AND literally doubled the site’s Unique Visitors, adding more than 20,000 targeted sets of eyeballs every month while giving them unmatched, content-rich SEO dominion on Google AND peer respect in the NH business community.
  2.  

  3. NH Economy’s “No Bull Business” Facebook Page shares resources, information, and conversation with more than 1,160 “Likers” while being one of the most “Liked” Economic Development Facebook Page in the United States…right behind New York City. (They’ve got 1,386. C’mon, New Hampshire, let’s beat ‘em! We’re soooo close…and they’ve got 8 million residents compared to NH’s 1.3 million!)
  4.  

  5. The “No Bull” Twitter feed (@NoBullBlog) has attracted more than 1,440 Followers, with more joining the fun every day.
052410_alstevelani

Allen, Steve Boucher, and Lani

Those are just a few numbers, but the real miracles are not quantifiable. The real miracles are the friendships that have been forged, the seeds of change that have been planted, and the projects that have been either invented or evolved, all with the intent and purpose of adding to the economy and quality of life of the beautiful, inimitable Granite State.

Just goes to show that no matter how much we all want to be in control, no matter how much we all wish you could predict the future, sidestep the present, and plan our adventures to a fine-tuned pulp, we really don’t know how these dreams and opportunities in our minds and hearts will unfold.

Our job, then, is to trust that they will, in ways that are better than we would dare hope or imagine, and do our best to enjoy the heck out of the white-knuckle ride along the way.

From a high-level, executive-summary-like, 30,000-foot view (how many more of those could we use?), if you’re just starting to think about using social media platforms for you business or organization, start here. Truthfully, these ideas apply to pretty much any online marketing or so-called Web 2.0 platform, and that’s the real point in all of this.

Social media hasn’t changed the rules of marketing – its our own experiences and preferences that have changed, and social media tools happen to cater to those changes very well.

Oh by, the way, we know you can’t see this on Facebook. As my two year old likes to say, “DANG IT!” It’s out of our control, but we can give you this tidy little YouTube link to see it there.

Millions – tens certainly, hundreds likely – of Internet users are still agog over the feat pulled off last week by ad agency Wieden + Kennedy and their Old Spice clients.

For those of you who want a quick summary:

  • The W+K/Old Spice team recorded 150+ videos in a marathon two-day shoot
  • Each video was a response to a tweet on Twitter, and almost all came in under 60 seconds
  • The videos were personalized responses to both the Twitter elite (Guy Kawasaki, Biz Stone, Ashton Kutcher, etc.) and average folks, too

old-spice-isaiah-mustafaAfter 90 million total views on the Old Spice YouTube channel, near universal acclaim, and the biggest intentional viral marketing explosion in advertising history, Old Spice has won a tremendous stockpile of social capital, theirs to use in any way imaginable.

Soooo…now what?

For Old Spice and the creative team behind this campaign, this has to be the most exciting and nerve-wracking time in their professional lives. And considering the derring-do with which this campaign was executed, you can hardly expect them to rest on their laurels.

Three Things Old Spice SHOULDN’T Do Now

twitterFirst, they shouldn’t use Twitter’s strategy of leaving things in the hands of the community – fans and consumers – and expect the momentum to continue unaided.

Like Old Spice last week, Twitter was the beneficiary of a huge splash with tweeting social influencers. Twitter’s viral tipping point came at its ready-for-prime-time debut during the 2007 SXSW conference.

Twitter has grown since then because the user base found endless new uses for it, despite unresponsive customer service and website outages that would have most CEOs calling for the heads of their IT staff.

Secondly, there’s the cautionary tale of Judson Laipply, whose “Evolution of Dance” video once held the most viewed of all time spot on YouTube.

judson-laipplyJudson’s follow-up video – which he has since removed from his channel – suffered from the blatant promotion of sponsor Sonos Inc.’s multi-room music system. He took a beating in the YouTube comments, too, and his subsequent videos have a fraction of a percent of the views by comparison. Trying to parlay viral success into quick money backfired royally.

Third, Old Spice shouldn’t play it safe right now. That’s what the folks at The Mountain did with 2009′s biggest viral product sensation, the Three Wolf Moon (3WM)  t-shirt. A series of tongue-in-cheek comments on Amazon about the mystical qualities of the shirt made it the top seller in the Apparel section for almost an entire year.  The Mountain played along by offering a wild creation myth to support the escalating response.

three-wolf-moonAs a small company, playing it safe worked for The Mountain because it gave them the opportunity to solidify their foundation, after realizing how much power and influence the masses have when their imagination is captured. They’ve refined their web and social media channels, added an online shop to their website, and expanded 3WM – now a brand in its own right – to other related products. Most importantly, they’re having fun with it.

Now, The Mountain is in prime position to take some calculated chances. Maybe they’ll invent  campaigns that highlight the powers of other t-shirts in their line, or perhaps they’ll focus on creating buzz around their other brands like Skulbone or Wine Is Life. The opportunities are there. And they’ve already experienced the thrill of what happens when inspiration strikes a smart, fun-loving audience. Hopefully, they’ll make it their mission to ignite those creative sparks over and over again, through all the myriad channels available to them.

Now, let’s consider…

Three Manly Moves Old Spice COULD Make Now to Build on Their Newly-Built Brand Equity

Oh, to be a part of the brainstorming sessions that must be going on right now!

1. Brand cross-pollination.

old-spice-bodybuilding-guyOld Spice is now hip ‘n relevant.  People love Isaiah Mustafa (The Old Spice Man, and also the man with what’s arguably one of the coolest names ever). Sure, you might expect to see his face adorning other Old Spice products. But imagine if they leverage their current momentum to build up Old Spice’s Turbo-pumped Bodybuilder Guy, who was featured in a much less successful campaign early this year. Or if they kept building out their Unfairly-handsome Armpit Mountain Guy.

old-spice-armpit-mountainMustafa’s street cred will spill over to the rest of the Old Spice team, and suddenly these other dudes will get the eyeballs, and possibly the respect, they didn’t get the first time around. An expectation has been set. We’ll see the Old Spice brand, and stop what we’re doing to check out who’s doing the talking, what they’re going to do with their 15 seconds of fame, and be primed to giggle (and share).

2. Content curation.

Parodies of the Old Spice commercials are already popping up online. The Old Spice Man could curate these in the same way sites like Maholo or URLesque have a human set of editors reviewing trends and news hitting the web, and bringing the cream of the crop to the attention of the masses. Or a “This Week in Manliness” Web series highlighting manly feats in the news, aligning the brand with anything from extreme sports to animal rescues.

3. Reinvention.

You have to assume the sequel idea has occurred to W+K and Old Spice’s parent company, Proctor & Gamble. One thing’s for sure – it can’t look like an extension of the current campaign, or the Internet will respond with yawns at best, and a creative teardown at worst. And W+K knows it. Instead, they’ll have to take the Old Spice Man out into the world – let him interact with his loyal subjects, encounter real-life situations (in the heightened reality sense of movies and TV we’re already used to), and start teasing us with hints at the character’s back story. And if they continue with the Rube-Goldberg-esque set changes, they’ll have the advantage of hooking our brains with the element of visual surprise as well as with their quirky humor.

Ultimately, the Greatest Success of This Campaign is All About…

Character. Here, it’s the product of a unique collaboration between the writing team and Mustafa himself. In a March 2007 TED talk, J.J. Abrams (creator/producer of Alias, Lost, and other hot TV and movie blockbusters) put the power of character very succinctly:

So you think of “Jaws” — so that’s the kind of stuff that, like, you know, the investment of character, which is the stuff [that's compelling]. You know? It’s why when people, like, do sequels, or rip off movies, you know, of a genre, they’re ripping off the wrong thing. You’re not supposed to rip off the shark or the monster. You gotta rip off — you know, if you rip something off — rip off the character. Rip off the stuff that matters.

Substitute “riff” for “rip,” and you get the same idea. If W+K and Old Spice riff off Mustafa’s character while staying true to it, and find a way to help that character evolve as they move forward, the next wave of success won’t be far behind.

What do you think? Does this campaign have legs, or do you think it’s just another flash in the pan? And what do you think the next best move is for W+K, Old Spice, and Mustafa?

Additional resources:

Enjoy!

“Neither a borrower nor a lender be;

For loan oft loses both itself and friend,

And borrowing dulls the edge of husbandry.”

–Polonius, from Hamlet, Act I, Scene 3

As for me, I say do ‘em both.

Lillian Odera, Kiva loan recipientThis is Lillian Odera. A Kenyan entrepreneur, she runs a boutique selling ready-made clothes and cosmetics. How awesome it is to be part of the group of fellow business owners and passionate professionals who loaned her $650 to help her replenish her inventory.

I’ve never met her in person, and unless Lani and I make some interesting decisions in life, I probably never will. But through the power of Kiva, the non-profit that combines microfinance with the internet to create a global community of people connected through entrepreneurial lending, we’ve been able to help her stay on the path of her dreams.

She just finished paying back her loan, and we’re excited to be able to re-lend that money – and raise the stakes by adding a few more loans to our portfolio.

Kiva loans support the entrepreneurs connected with this amazing and influential organization – but the organization itself can use help from time to time, too. Jeni Abramson at Kiva noted earlier this week that Kiva is in the running for a $200,000 grant from the American Express Members Project. As with the Chase Community Giving project in which they previously participated, Kiva is one of dozens of worthy causes competing for votes in a series of rounds, the current one of which ends August 22nd.

If you’re a small business owner, or you know and love one, you understand what an incredible undertaking that is and how powerful a successful small business can be for a community.

Now, imagine doing it in a 3rd-world country. Once you do, then voting for Kiva will be a very easy choice to make.

Anything automated in relation to Twitter tends to evoke very, VERY strong feelings in the ranks of the Twitterati elite. But check this out: One school of thought amongst pro tweeters is that it’s polite, ethical, even egalitarian to follow back with anyone who follows you on Twitter. And you can make it very easy on yourself with auto-follow features included in platforms like Social Oomph.

For more on this topic, check out this brief video which – for those of you keeping track at home – is another in an occasional series that finds me doing business-related videos in my pajamas.

And for our Facebook Friends ‘n Fans Likers, you can see the video on YouTube with a simple click.

First off, if you haven’t seen Erik Qualman‘s Social Media Revolution video, it’s worth it just to get wowed for a few minutes. I’ve embedded his updated version at the end of this post.

Twitter birdOne of the stats that particularly blew my mind is how YouTube has become the world’s second largest search engine. That was originally reported by TG Daily in October 2008, by digging through comScore‘s monthly “Expanded Search Query Report.”

And since Google owns YouTube, that seemed to give them a death grip on the market for Internet searches.

Until a little birdie came along.

Danny Sullivan, editor-in-chief of Search Engine Land, reported earlier this year that Twitter handles an astounding 19 billion searches per month worldwide. comScore hasn’t released worldwide stats on YouTube searches anywhere I’ve seen, but if you look at the proportion of YouTube searches to overall Google searches in the US (about 26%, according to their April “Expanded Search Query Report”), you could roughly estimate YouTube’s monthly searches at 22 billion.

And Twitter’s search volume is increasing rapidly. Sullivan hears from Twitter’s director of search Doug Cook, that Twitter expects to hit 1 billion searches per day in “the coming months.” That’d put them at about 30 billion per month.

What do you think? Does Twitter has a shot at surpassing Google itself someday? Do you you already use Twitter search more than Google? Or do you use the two for different purposes?

(Thanks to Lani’s foursuare pal and Twitter Handbook co-author Warren Whitlock for calling our attention to the Twitter search stats.)

And now, for the video. Folks on Facebook, here’s the direct link.

Storytelling timeI was just having a conversation the other day with a fellow business owner about features versus benefits, and it made me think that a lot of people are afraid of telling stories.

(Shocking, really – especially when story time often looks as fun as this at home.)

In fact, it made me think about that Marianne Williamson quote about how our fear isn’t that we’re powerless, it’s that we’re powerful beyond measure.

But it started with features and benefits. We’ve all been taught this little thing, and occasionally we all need the reminder (yes, even me). You know, the thing about how you want to sell the benefit – how a product or service improves your life or business – rather than the feature, the raw statistic of the thing.

So it’s not a 280 GB hard drive. It’s room for everything that matters in your life. It’s not low calorie, it reduces heart disease.

You get the idea.

Yet time and again, business professionals of all stripes focus on features when they create their marketing and advertising materials, from brochures to commercials to websites. Why?

Because comparison is easy. 280 GB is better than 220 GB. Fewer calories are better than more. So it’s easy to see what’s better, right?

But this leads to commoditization. If the company that makes the 220 GB computer suddenly upgrades to 320 GB, and the cost isn’t that much different, then the 280 GB computer maker gets left is out of luck, because there’s no other reason to buy.

Except for story.

Have you ever been in the room with a good storyteller? Think for a moment. If not, head to your nearest library at the kids’ story hour to look for an example. Or think back to the last few parties you’ve been at.

The good storyteller is easy to spot. More heads and bodies turned in her direction. A cone of silence around him – until the laugh lines hit, at least. The good storyteller looks her listeners in the eyes. He uses all the tools at hand – vocal cadences, body language, even creates sounds effects as appropriate.

Storytelling is an art. There’s a method to it, of course, but like all good art, it takes time to perfect.

And it can be extremely awkward while you’re in the midst of perfecting it. A bad story seems a lot worse, sometimes, than a simple comparison of hard drive size. Numbers make you unremarkable. Bad stories create bad emotional reactions, which can be damaging on a lot of levels.

But good storytelling is EXTREMELY powerful. It’s Blake Mycoskie of TOMS Shoes telling the story of how he set out to create a company that donates a pair of shoes to a child in need for every pair you buy.

It’s Gary Hirshberg of Stonyfield Farm telling the story of building seven cows and a couple of used desks into a company with $330 million in annual sales while being both profitable and socially conscious from the get-go.

It’s Richard Branson telling the story of Virgin as a lifestyle brand, defying the conventional wisdom of business analysts by entering wildly disparate industries and still succeeding – to the tune of 200 Virgin-branded companies employing 50,000 people, in 29 countries.

Okay, so yes, numbers have a place.

In the service of story.

Stories create emotion. They’re one of the most important success strategies you can pursue and perfect. The scientists say we commit to something on emotion, and justify the decision after the fact with logic. So tell a story, don’t settle for a Joe-Friday “just-the-facts-ma’am” approach to your work.

Stories are powerful. They have been for millennia. Don’t be afraid to tell them. Tell more of them. Tell ‘em shorter, longer, faster, slower. Don’t be afraid to get emotional. You have the power. Use it!

What’s your story?

Whether you’ve been in business a few years or a few decades, putting a finer point on what you already do well is one of the keys to your ongoing success. And after meeting with Gerry Dupont of Red Oak Properties and talking in depth about what they do and how they’re work has evolved over time, I recorded this brief piece about the value of professional development at any stage of the biz life cycle.

And if you’re seeing this post on Facebook, you’re not seeing the video.  :)   Simple solution – just head over to YouTube to see it there!