Digital Hive

Phatic communication

I came across an interesting post on Grant McCracken's most excellent blog. Grant raises the topic of "exhaust data," referring to the oodles of communication happening on places like Twitter which is utterly unsubstantive and of little consequence to communicator or audience. He posits that "meaningless" communications (e.g., is it raining there? what is your cat doing now?) actually do serve a purpose - to communicate a series of messages, "each message presupposing and building on its predecessor. These messages are:

1. I exist.
2. I'm ok.
3. You exist.
4. You're ok.
5. The channel is open.
6. The network is exists.
7. The network is active.
8. The network is flowing."

You're not Twittering the weather and your cat's antics because the receiving party needs to know this stuff, you're telegraphing your intellectual and emotional availability and engagement. You're keeping yourself alive in your network, reminding people you're alive and kicking even though nothing of substance is happening.

If you think about all the other less than earth shattering interchanges in your life, it does all start to make sense - it's just happening at a faster rate, and in an easier more mobile way with today's interactive technologies and easy social networking.

Yes this is a tad abstract (for me at least; I remain a tireless proponent of Practical Vision) - but, I think it goes a long way to explaining why people spend hours and hours spouting nonsense and blather when they could just be silent instead. There's an emotional purpose, a basic human need being fulfilled.

Would love to get some dialogue going on this.....

Wal-Mart finally gives consumers control - but what's their real strategy?

AdAge reports that Wal-Mart has finally agreed to let consumers rate products on its website - a far cry from their faux 2.0 shenanigans of the past few years (the fake blog, the creepy teen MySpace site, etc.)

They're touting the empowered customer as the driver of this decision, quoting research in the article that 80% of shoppers have more trust in brands that feature reviews and that 75% of shoppers say it's extremely or very important to read customer reviews before making a purchase. And, peer reviews, the study found, are preferred over expert reviews by a margin of 6-to-1. All highly consistent with the findings of our own WebDotDigitas study as well as other research we've seen (both quantitative and anecdotal).

Perhaps retailers (like Wal-Mart) have unrealistic fear about negative feedback's impact on their business. According to Wal-Mart's research, "positive reviews outnumber negative ones by a factor of eight."

Looking at a few representative reviews on WalMart.com, they seem legit - reviewers are asked for high level demographic info as well as how long they've owned the product and how frequently they use it.

Might this all be just an elaborate way to goose search results? The AdAge article continues:

"But all Web 2.0 good vibes aside, the real benefit may turn out to be how it affects the performance of the Wal-Mart online store and the goods its sells in search-engine rankings, a crucial factor in the performance of online retailers. The reviews give Wal-Mart thousands of additional pages of content to be indexed by major search engines, which look favorably on unique content, such as reviews, compared with pages with basic product details that any retailer could have."

PS - check out this consumer content about a particularly "rough" Wal-Mart location in South Carolina; maybe Wal-Mart figured it could head off stuff like this by "channelling" consumers to play nice within its boundaries

Is that a Barbie in your USB port?

The battle for tween girls' attention and allowances is heating up. First, check out this NYT article about Mattel's brand new Barbie "formulation" - this version isn't about how it looks on the outside (this doll appears to be Barbie's less statuesque cousin) but what it has on the inside: technology that connects a young Barbie fan to content galore. Yes she's loaded with games and chat and all the interactive goodies the kids love.

But she also connects you to a groovy website where girls can decorate their rooms, earn "B" bucks to spend on accessories (hello, monetization) and connect with other Barbie fans. (note: it's interesting how the site reassures parents and girls about how safe is, and coaches them on how to protect their privacy, etc. in a very overt way).

The NYT nicely articulates the marketplace insight driving this shift: "While sales of dolls, action figures and outdoor toys are down, electronics sales to children were up 16.6 percent over the last two years as of May, the latest month available from the NPD Group, a research firm that tracks retail trends. The total toy industry’s annual sales were up just 0.8 percent in May, compared with two years ago."

Neopets is apparently getting 10 million visitors a month, clearly something is up here. BarbieGirls.com already has 3 million registered users according to Mattel.

A Disney exec explains how kids view these new toys differently: “Kids look at video content or virtual content as their toys,” said Jessi Dunne, executive vice president of global toys for Disney. “There isn’t a distinction between — ‘That’s a toy’ and ‘That’s an online game.’ ”

So, we're seeing the web used as an extension of the product or perhaps the foundation for the product - the NYT article speculates that in the future, the "in-store" product might be very stripped down, but heavy on drive to web where a smorgasboard of customized add-ons can be purchased.

Not to be outdone are the Bratz dolls (my personal favorite, their urban sassiness is a welcome contrast to Barbie's slightly pornographic sweetness) who are releasing their own social networking site aimed at girls ages eight to 12. The WSJ (reg. req'd; article is cleverly called "Online popularity contest next in Barbie-Bratz brawl") summarizes that site's functionality:

On the Be-Bratz site -- accessible only after purchase of a special $29.99 Bratz doll that comes with a USB key -- users will be able to choose a screen name and their own Bratz "avatar," an online doll that can be dressed and tailored to their tastes. It will be possible to pick a Bratz character such as Yasmin or Sasha, or design one from scratch. Customizable online "rooms" add further diversion, along with the capability to chat online with other users. Participants will be encouraged to "buy" clothes for their avatars in an online store, using virtual currency that can be earned by playing Bratz-branded games online. An online cinema will show promotional clips from the movie "Bratz," set for release on Aug. 3.

It sounds pretty similar to what Barbie is offering and yes indeed it will be interesting to see who wins and how this changes girls' use of the category.

From a marketing and interactive perspective this is pretty cool. But, to echo what we heard parents say in some recent research, what ever happened to fun without a power cord?

I Remain Confused

While watching The Simpsons marathon (in preparation for the big movie launch next weekend) I was forced to view the following Dunkin' Donuts spot more than once. I have no idea what this is about. Is it funny because KISS guitarist Ace Frehley makes an appearance in the boardroom?

Please, someone tell me what I am missing here. The spot is doing pretty well on YouTube with a crazy number of hits in only 4 days - maybe that's the point?

WalMart's new brand communication strategy

Today's WSJ (reg. req'd.) has an interesting article about WalMart's new back to school work from Martin Agency (image at left is from WSJ article).

Gone are the bouncing happy face and price rollback device - they are replaced with a "lifestyle" approach that the brand is hoping will have more consumer relevance and continue the store's spring sales increase:

• There's a new focus on big name brands (e.g., Philips, Samsung)- to generate brand appeal among more affluent shoppers
• There's a shift away from their traditional very rational focus on savings ("Always Low Prices. Always.") - to a rallying cry that puts savings into an overall context for the consumer ("Save Money, Live Better").
• They're tapping into the consumer's life outside the store and shopping - e.g., referencing gas prices, and suggesting that if you're going to spend a lot on gas, you don't need to spend a lot on merchandise too.

It will be interesting to see how this new effort unfolds................

Here's an interesting soundbite from the article for readers who don't have kids: "Families with school-age children are expected to spend $563.49 a family this year on back-to-school merchandise, up 6.9%, according to BIGresearch, a market-research firm."

And now for some fake commentary

Last year Coke Zero kicked off 2006 with a bungle. On the heels of the McDonald's Monopoly flog lots of people wrote about Edelman's Walmart flog-blog that same fall. You would think that marketers, and more specifically, PR people would have learned a good lesson.

On Tuesday the inimitable CK brought us an interesting question in her post entitled "Crappy Convos (but good lessons.)" The post is not for the faint of heart, but it is a great read for companies wondering about how to engage in social media/communities/commentary.

CK's question is "Should we encourage our colleagues and friends to comment on blogs that we produce for our clients?  You would think the answer is clear by now, but I guess some clients (and their marketing buddies) aren't getting the message.

Transparency is good. Truth is better. Is that so hard?

I feel like I need an Armano chart illustrating a bad decision making process. I'll try with just words: Can you stand behind your product or service? Yes = You can probably feel good about how you will be treated in social-media land. (See Apple, be fearless.) No = "Maybe we should start a fake blog." (See Walmart.)

My question for you: What will you say to a client that is fearful of the marketplace when they ask about dipping a fake toenail into the social media pool? Can you speak truth to power (or client?) Professionals should be able to see the train coming down the tracks and save their client some grief. What will you do? What will you do? (10 points to anyone who gets the reference.)

The Age of Conversation - Hot Off the Press!

The Age of Conversation has finally joined the pantheon of marketing books. A global construct of marketing bloggers, techno geeks and advertising folks (that I've been blathering about for weeks) is finally available - and you can join "The Age of Conversation" by purchasing your own copy. Available in hardback, paperback and e-book - your purchase will make you smarter, enrich Variety Children's Charity and make me a very happy author (along with 102 others!) Click the icon below for marketing deliverance!

The Age of Conversation is Now! (Well, Monday...)

From conversation on a blog, to jokey sort of dream, to reality. Drew McLellan and Gavin Heaton's brilliant Age of Conversation project launches on Monday, July 16th! The goal of bringing together 100 writers to opine on conversation in this "new" communication age was a crazy idea, but one that has come to fruition. Hey it's social + media under one cover!

You can be a part of The Age of Conversation by bringing home a copy. It's for the kids y'know! The book really is "for the kids" with 100% of the proceeds donated to Variety Children's Charity.

The history of this unique project is here. The book is dedicated to the late mother of friend, mentor and marketing goddess Christina Kerley.

Launch date: Monday, July 16, 2007
Prices: Hardback $29.99 Paperback $16.99 E-book $9.99

The authors span the globe from Australia to Italy, from Dubai to London and every corner of the United States. The authors are, well - writers, techno-geeks, marketers from industries as diverse as flooring to swanky bicycles, consultants, scholars, artists and people happy to share their journeys.

I'll update this post on Monday with a link so you can share in the knowledge and the giving (to the kids) and become a part of the Age of Conversation. Until then - you can get to know the authors at their websites:

Our hosts: Drew McLellan & Gavin Heaton

Blogger Paul McEnany, who introduced me to CK, who introduced me to Toby Bloomberg & Matt Dickman & Valeria Maltoni & David  Reich & C.B. Whittemore

Ryan Barrett works with me at Digitas.

This lot have become some of my favorite reads: David Armano(who designed the cover!) Greg Verdino Tim Jackson Lewis Green Cam Beck Roger von Oech Mack Collier Ann Handley Jessica Hagy Arun Rajagopal Luc Debaisieux Sean Howard Mike Sansone Anna Farmery Bob Glaza Mark Goren Scott Monty Richard Huntington Patrick Schaber Sacrum Roberta Rosenberg Emily Reed Katie Chatfield Uwe Hook Tony D. Clark Todd Andrlik Steve Woodruff Steve Bannister Steve Roesler Stanley Johnson Spike Jones Nathan Snell Simon Payn Ryan Rasmussen Ron Shevlin Roger Anderson Robert Hruzek Rishi Desai Phil Gerbyshak Peter Corbett Pete Deutschman Nick Rice Nick Wright Michael Morton Mark Earls Mark Blair Mario Vellandi Kristin Gorski Kris Hoet Kofi Annan Kimberly Dawn Wells Karl Long Julie Fleischer Jordan Behan John La Grou Joe Raasch Jim Kukral Janet Green Jamey Shiels Dr. Graham Hill Gia Facchini Geert Desager Gaurav Mishra Gary Schoeniger Gareth Kay Faris Yakob Emily Clasper Ed Cotton Dustin Jacobsen Tom Clifford David Polinchock David Koopmans David Brazeal David Berkowitz Carolyn Manning Craig Wilson Cord Silverstein Connie Reece Colin McKay Chris Corrigan Cedric Giorgi Brian Reich Becky Carroll Andy Nulman Amy Jussel Kim Klaver Sandy Renshaw Susan Bird Troy Worman S. Neil Vineberg Chris Newlan & AJ James.

I am so fortunate to be included in this talented, giving and smart group of writers. I'm guessing they're forgiving enough let me slide at my other space, Moda di Magno.

See you on Monday (when I shall return to my regularly scheduled iPhone updates!)

Diary of a girl technogeek

Honestly, I'm not planning to present a daily diary on life with the iPhone - but I just like it so much. I'm already hooked on mobile video (perfect for blocking out the medical oddities conversations on the morning train.) For the first time I can check all of my email accounts in one easy location (the lobby of the gym, the line at the bagel joint or the walk to the office.) I've never been much for texting, but the SMS interface is so gorgeous, I'm glad I went for the 1500 message package. Geek. Geekier. Geekiest.

Friend of Digital Hive, Jackie Huba, wrote an interesting post at the Church of the Customer blog entitled iLoyalty (proving that I'm not the only one putting "i" in front of random words.) In the column Jackie opines that the iPhone lineup outside the Apple stores was about about "cultish devotion." I have to credit my husband Thomas with convincing me to purchase my iPhone at the Apple store (and wait in line for a bit) instead of aiming for no wait at an AT&T store. I had been triangulating the shortest distance from my home + the time I would leave the office < likelihood of all of suburban Boston showing up in my chosen location = AT&T store in the backwoods (but probably no wait and a guaranteed shot at a phone.)

Tom changed my acquisition plan with one question: "Why would you choose the AT&T store experience for a piece of Apple technology - especially given our excellent customer service experiences at the Apple Store?" He went on to tease me by asking if "brand girl" had lost her mind - or if "customer service witch" was so blinded by technology that she would throw over the Apple experience for a (potentially) shorter wait. Thank God I married Mr. Always Right, because he was correct again. I waited in line (for less than two hours) but not because of cultish devotion to Apple - just cultish devotion to the best customer service experiences.

iPhone, Day 5 - "Can I Touch It?"

I was preparing to write this morning and stopped by my Yahoo page to check the MLB Standings when I came across this Red Stripe Beer ad. I love it when companies in completely unrelated industries hop on a juggernaut like the iPhone. I got quite a chuckle from the ad unit and more so when I clicked into the site. I found amusing work that goes hand in hand with the extremely odd television campaign, so bravo Red Stripe, I like it when things work together.

I'm not planning to chronicle life with the iPhone, but in my other space I answered a bunch of questions that people have about the iPhone and thought I would do the same here. I was pleased the last week Apple chose to answer all of the critics of the iPhone in one day. They updated the iPhone page and posted a slew of press releases that answered the battery life, size, and capability of the device. Here's my take: