Thursday, 12 November 2009

Mind changing...

Interesting piece on Stephen Fry's blog here - which, amongst other issues, tackles changing one's mind.

In our modern world, indecision is deemed to be indicative of a lack of confidence – a warning of the unknown – and we humans (and our money in particular as I’ve noted before) hate the unknown.

In the piece Fry worries his own inconsistent deliberations might prejudice any cause with which he is involved. In a separate section he ponders the power of the collective – and particularly in recent times, its manifestation in the phenomena of social media. What he doesn’t appear to consider – is the possibility of the 2 concepts being complimentary - intimately linked - and to my mind, inversely correlated.

Put another way, the stronger the group dynamic – the more important than ever it is that we as individuals are allowed to vacillate….

As separate entities within the group, our predisposition to procrastinate is the logic which shapes an overall trend. The swarm shifts in direction when a balance of views leads in a particular direction. Procrastination is the mechanism which ensures a new direction is continuously challenged. As the balance of views change, the direction of the swarm is amended. The collective doesn’t merely “allow” individuals to vacillate – it is the basis of its very success.

More importantly – as the pace in decline of individualism increases, and the group once again emerges as the dominant societal form – it is likely to be more important than ever for the individual (who for 500 years has arguably been conditioned to stick to a position) rediscovers this lost art of mind changing.

This smoothing of averages through freedom of thought then is the foundation of collective intelligence. Nature – communities – groups – all living organisms have learned that to rely on the individual is to court disaster. When we see Autumn colours – this is averages. The chemical messaging system within plants which ultimately causes the fall doesn’t get turned on over night. The risk of disaster, triggered by a cold snap in the middle of summer is too great. Slowly, over a matter of weeks, plant hormones build in the leaves – only when a critical threshold is reached – do leaves fall. Wildebeest move in herds, ants work as a colony, ships in the Great war moved in convoys. Nature has learned to hedge. There is a reason one of the most powerful groups of financial institutions in the world use the word “hedge” in their name. This thinking permeates every aspect of our lives. Look around you and you will see decisions made through the massed, blind “intelligence” of the group. It is the simple average based on individuals changing their minds which has got us to this point in our evolutionary development - not the will or insight of the individual.

There is no evidence in history to suggest we humans are anything other than contradictory, impulsive inconsistent creatures. The real issue, I suspect is, as newly individualistic humans (see 20,000 year bubble here) we have become sceptical of this power because it doesn’t prize the individual. The single member is, in the final analysis, expendable – and we quite understandably, don’t like to acknowledge this. Lloyd George took months to convince the admiralty to try the convoy system in 1917.

One might even go further and construct an argument that it is precisely this fear of vacillation that informs modern psychotherapy. Certainly our less than linear decision making process is at the heart of the humanist psychotherapy movement. Carl Rogers’ one of its founding fathers, in his book “A Way of being” tries to help his reader understand and accept their conflicting feelings. Ignoring them he argues is the root of psychological dysfunction.

Ironically then, once again Stephen Fry appears to be leading the pack. By honestly confronting his concerns over deliberation and delay, he has stumbled upon an emotive issue we are likely to be wrestling with for decades to come.

Stephen for PM I say…..

Tuesday, 10 November 2009

We are all human in the end...



I find Rupert strangely reassuring - sad, angry and confused as he is. We discover that he is, after all, human.

Wednesday, 21 October 2009

The Ab King Pro...

Shopping direct and BBC News. Both sell a product and spend millions trying to convince me they're right.

The only difference this morning?

Shopping direct seemed considerably more convincing.

After 20 minutes of Ab King Pro infomercial I found myself surprised at never having considered the necessity of rock hard abs – but daring to believe their product could provide me with them. Whereas coverage of the Afghani elections on the BBC seemed so contrived I felt faintly embarrassed for the pretty girl with the symmetrical face having to read the crap out on air.

How is it that infomercials now seem more entertaining and more convincing than the news?

Tuesday, 20 October 2009

Music - b2b or b2c?

Labels have been b2b businesses for 50 years. They signed bands - they manufactured a product and they flogged it to a retailer to cover the last mile to their customers.

Why then, do ill informed commentators persist in recommending b2c solutions? Paul Resnikoff amoungst many here continues to bark up the wrong branch, with incessant calls for labels to become retailers. They never really were. They certainly never will be now.

Do Intel tell PC world where to position computers to maximum sales? Do Mange Tout farmers tell Sainsburys how to package their veg? Does Gypsum tell Barratt how to sell homes? Course they don't - its not their game.

Where do the labels continue to add value? Discovery and development. Fundamentally - they trade risk

And guess what? There is an $150bn A DAY market where the world trades risk. Its called the futures market.....

A happier world....

A world in which....

......the gift economy thrives as the value of overt personal consumption continues to decline

......we re-think ownership – always a limited, constrained and ultimately short lived experience – and we realise a deeper happiness is achieved by viewing ourselves as custodians, not only of our planet and its natural resources - but of our own bodies and minds as well

......(contrary to the wails of city boys, politicians and "captains of industry") few of the real advances of the last 500 years need be lost in the spring clean

......a natural balance is re-struck between the tribes of the world.

Freemium is therapy. Bring it on....

Monday, 19 October 2009

The Last "c

I've just completed the final installment in a series of articles I was writing about social media for DFF clients. Nothing new in here but it seemed a decent enough summary I thought people might appreciate.



"Our scoot around the boundaries of social media marketing is nearly complete. Our last “C” stands for control. And like any good estate agent or a climate negotiation – we have left the most contentious issue till last….

Digital networks take control out of the hands of the few and hand it over - abet often in a clumsy and contradictory manner - to the many. Social media is part brand therapy, part populist revolution and part return to a norm. The mighty changes taking place in political institutions, the media and the wider economy are in no small part, down to digital networks enabling far more of us than ever before to talk to each other, more easily than we’ve every done in the past.

But control is about more than just the standard horror stories from the web (Untied airlines breaking guitars here (their share price took a 20% hit when the story broke in old media), Habitat exploiting death to sell cheap sofas here or Motrim’s young mother misunderstanding (was there anything really that bad with this viral?) – hit delicious for a complete disaster-paedia).

PR disasters will be with us whichever form of media a brand chooses to use. When we talk about control we’re thinking bigger – and more we like to think - more positively.

5 years ago a blogger called Jeff Jarvis started a thread called “dell hell” in which he berated the company for its lacklustre customer service and after sales support. The blog and its effect form the basis of social media folklore. Discovering that their “share of voice” (how much talk online they actually controlled) was effectively 0 – Dell realised instead of trying to ignore or kill the conversation they had better act more positively. The result was a transformation in Dell’s marketing strategy. Not only did they address the specific issues Jeff Jarvis raised – they began to reengineer their business model to make sure it couldn’t happen again. Years later, 17 people sitting in a room talking to customers on blogs twitter and through other social media channels is Dell’s online marketing strategy. They are said to sell $250,000 worth of linx computers through their Twitter channel every month.

More recently Obama’s presidential campaign pushed the control envelope still further. For the first time (possibly in history) a politician did a u-turn, and havign done so made it clear instead of closing the issue down, he was happy to host the debate about it - on his own time - spending political capital in the process.

As in all good herpay - he understood he needed to “own” the problem to be authentic.

Many people didn’t like u-turn but he was widely credited for the leadership he showed in accepting criticism and over time, with the specifics of the issue long forgotten, what people were left with was a residual feeling of openness and transparency.

The message for other brands is becoming clear. Participating, openly and honestly in the debate that is your brand online (see Cluetrain Manifesto for more details) is the only approach that makes sense in an interconnected world. Brands can no more hope to beat their customers into marketing submission than the Iranian government could hope to stop twitter traffic about the aborted election, or the Chinese government could manage people’s discussion of their response to earth quakes in Xinjiang province. Whilst it is entertaining to watch power and ego in the age of the “mad men” - their reign in the real world appears to be over – for now.

Control then is a brand “state of mind” – not a policy, or strategy. The brands that succeed online are those that, at every levels of their business accept their customers being part of their everyday lives – more than this - actively embrace their involvement as the quickest way to a closer - more mutually beneficial relationship. Whether it is customer service responding quickly to issues that arise in social media channels - or product development launching crowd sourced applications - or marketing nurturing the key people talking about the brand online – the understanding of the balance of power in the relationship with the consumer is critical online.

So there it is. “The 5 C’s” – what we have begun to refer to as the “understanding” section of our new digital planning framework. In total there will be 3 sections:

Understanding – The 5 C’s
Strategy – 10 Questions to a social media strategy
Engage – 15 tactics to action your social media strategy

The 5 C’s then is a start - an aperitif. The main course – the “10 questions” you’ll find as a sketch on our slideshare account here http://www.slideshare.net/savioursofpop This is where you can take what you’ve learned here and start to make more concrete plans.

Wednesday, 14 October 2009

Social Media Engagement....

This report has been doing the rounds for a while. I just got to read it. Not convinced about their research approach - and the correlation between social media and RIO seems a little tenuous - but nevertheless the findings are interesting.

In a nutshell - for brands using social media - the more channels you use - the deeper your overall engagement.