Being Peter Kim

links for 2008-01-30

• Inc Magazine: Blogging - More Than Idle Chatter
  (tags: pressquote blogging)

Now entering the Terrible Twos

Today's the 2nd birthday of this blog.  It's also the birthday of Frodo, Rakim (the other half of "Eric B and"), and the Lego Brick - which makes for a better picture.

Over the past year, a few great things happened.  I met a lot of interesting people.  My feed subscribers grew steadily from about 100 to just over 1,000.  And I settled in with three other social media properties: Twitter, Facebook, and Flickr.

Enough about me.  Going into year two, I'm more excited about a couple of other people's blogs.  Ann Handley of MarketingProfs has started a personal blog.  My colleague Brian Haven has renewed his as well.

I know some other people are thinking about starting to blog.  What are you waiting for?

Knock, knock...housekeeping.

I've made it a point to try and do some serious housekeeping work on my contact lists once a year.  I know, you're a better networker than I am so you keep at it on a more frequent basis.  But for me, little piles of business cards stack up on my desk like a claymation stop-motion film that advances a frame every time I attend a conference or event.

For the past couple of years, I've been doing my annual thing on LinkedIn; however, I've gone into respond-only mode on the site.  Why?  LI creates connections between resumes.  Sure, you can add a profile picture - so now we're creating connections between CVs.  LI is positioned for better or worse as a professional networker's haven.  I kind of see it as Frankfurt airport - orderly and efficient.  Work with me here.

Quick, what's the airport you most hate connecting through?  For me, hands down that would be London Heathrow.  It's just a mess.  That's how I feel about MySpace.  But there's no better SoNet for self-expression, especially for artists like Alex Young (a family friend).

This year, I've turned my attention to Facebook.

[Un]fortunately I discovered the Gmail contact import function today.  And because all my contacts are n*sync, I uncovered a CRAZY cross-section of people on FB that I've crossed paths with over time.  Unfortunately, the add/invite went out over the series of tubes before I could include a personal note - my sincere apologies.

Amazingly, I've got small networks re-/forming.  The kids who grew up on my street.  Elementary school friends, even the guy I fought one time in 5th grade.  High school friends I moved away from.  High school friends who I graduated with and have gone on to wonderful things.  Freshman year friends.  Fraternity brothers.  Their girlfriends.  A cappella geeks.  First job.  B-school.  Internship.  Second job.  Third job.  Current job - colleagues, boss, ex-boss, mentors, and management, along with an entire ecosystem of clients, competitors, media, and other new types of friends.  Even my wife got on FB this year, but thankfully I interact with her about never on the site and in person instead.

In a nutshell, this is my social graph.  Rich profiles mean connecting along affinity lines deeper and more personal than corporate logo alone.  I'll keep this post personal and leave the "web strategy" stuff out - but I highly recommend reading up on Jeremiah's thinking about the subject.

Thanks for joining me on my blog; feel free to join me on Facebook and Twitter as well.

Anticipating Super Bowl XLII Ads

Despite the record prices for Super Bowl XLII spots, I just haven't been able to get into the hype.  Why?  Because I care more about the Patriots finishing 19-0.  And if you recall what happened with last year's ads, I'm telling you that not much is going to change.

• Consumer Generated Ads - looks like just Doritos this time around.  It won't be much better than the rest.
• Integrated marketing - another big miss.  GoDaddy will be the only advertiser that maximizes the drive to web.  Makes sense, they're 100% online.  Salesgenie.com will try.  They'll bomb on this one like everyone else.
• Impossible vanity URLs.  You can't drive people to web if they can't remember your 22-letter, 3-word address.  Keep it simple, stupid!
• Guerilla search ads.  Cheap and easy but underutilized again.

If you want to start drafting your post-game wrap up, use this cheat sheet.  Fox has already won.  The Pats are 13.5 point favorites.  We'll see which advertisers come out winners as well.

UPDATE:  If you're looking for this year's Super Bowl commercials, they should all be available on MySpace shortly.

Business travel can be hazardous to your health

The next time a subordinate or significant other insinuates that business travel is a perk, refer them to this post and let them know what's up.

If it isn't the [rodents], then it might be the [bed bugs]; or perhaps a lack of [security] ...oh, and don't use the [hotel glasses]!

Many people also advise to remove the rarely-washed comforters from beds.  One time I also discovered that the cap on my $7 water bottle lifted off, no doubt refilled from the tap, not from Fijian volcanic rock water.  Take care out there!

Read between the lines: Google and TBWA

Last week, I moderated a Sapient-sponsored panel discussion on the state of the marketing organization.  At the same event, there was a session described as simply "Andy Berndt, Managing Director, Creative Lab, Google."  If you recall, this executive appointment caused quite a bit of speculation that Google might have plans to start their own ad agency, which has been repeatedly denied by the firm and best summed up by this statement:  "It would be mathematically impossible for us to get into that business."

Nevertheless, I was looking forward to the discussion to hear what exactly what happens at the Google Creative Lab (which sounds really cool, especially if you think about analogies like Nike Lab) in a discussion that would be facilitated by Tom Carroll of TBWA.  What came out of it was a half hour of dead air spots and the delusions of a traditional agency trying its best to sound digital.

OK so what IS the Google Creative Lab?  Someone from the audience actually asked this question after Berndt and Carroll had wandered from topic to topic for about 15 minutes.  The answer:

"an internal creative and marketing resource at Google to help manage the brand -- our only client is Google."

To elaborate:  "we own the Google brand."  "We work on partnerships, brand-defining stuff."  "We work with agencies on more complex stuff."

OK fair enough.  So the audience is primarily client-side marketing leaders.  They can't hire the Creative Lab; maybe they could learn lessons from the inside then, which Abbey Klaassen at Ad Age summarized.

Other than that, I found the most value in what was being said on stage and the insight between the lines...

TBWA:

• "Everyone is in a panic about digital.  Stop panicking!"  "Take a deep breath, we'll figure it out.  No one has the secret."
• “People say it’s a new world.  No it’s not, it’s the same world evolving.”
• “I wish I was 25 because then I would understand more.”
• “Right before Christmas, our Chief Digital Officer said let’s get everyone in the company on Facebook.  I wish she had kept me off of it.”
• "We did an asthma website for kids to show how to learn inhalers.  Like a Webkinz-type thing.  These are 26-year old kids.  They were getting a far deeper connection to the brand.  A more enclosed space between people, everyone is better off."

Google:

• “Google is still a founder-driven company.  Engineers are usually not crazy about marketing people; taking soundbites and pieces where the company comes from leads to interesting things.  ‘Organizing the world’s information’ is the world’s largest hack – a display of ability.  It’s an amazing creative space.  The core behind that is an almost Quixotic, a bold, moonshot type of spirit that’s at the center – it’s less competitive than sort of aspirational.  That takes a lot of communication and translation to people who don’t live at the center of that community.”
• “The vision of the brand is to help people remember what they enjoy about the emotion of Google.”

Hey I wish I was 25 again too because I would have a higher vertical leap and a less receded hairline.  But you don't have to be young to understand digital.  And agencies - do you think Google hired one of the world's top ad execs to create internal feel-good campaigns?  Do you sense a bit of frustration brewing in the Lab?

[The panel also demonstrated the result of what happens when the people on stage are unprepared for a discussion, which is why some of those statements may have come out so unpolished.  Sure, anyone can talk for 30 minutes, but if you want to say something interesting - or not - you need to give it some forethought.  If you need tips, check out these posts by Guy Kawasaki on moderating and participating.]

How individuals use Twitter

As I've spent more time on Twitter, the way I use the site/service has changed.  A part of that is becoming familiar with features and functionality, as well as assimilating changes as they occur, e.g. tracking.  But by far the biggest factor that has changed the way I think about Twitter involves the number of people I'm following.  Moving from a handful of following/followers to over 400 has shifted the way I use Twitter - primarily how I use different platforms.  I think this is an experience that others have experienced as well.

Jeremiah took a poll recently that showed most people using web, many people using a client app, and some using mobile.  I think if tracked, platform usage correlates with account tenure.  Most newbies start out on the web.  If they stick with it and discover enough engaging conversation, people get "serious" a.k.a. "addicted" and install an app like Twitterific or Snitter.

But once the novelty wears off - the brightness and shininess, if you will - what then?

The answer's simple - find *real* value in the service or go dark.  Here's how I see some ways that individuals appear to be finding value (not mutually exclusive):

• Referrals.  I've seen more and more people talking about how Twitter drives people to their sites.
• Community.  A place where conversations around common interests pop up quite often, e.g. around social media or during sporting events.
• Commerce.  Companies like Dell, JetBlue, and 71Miles give early notice on great deals.
• Entertainment.  I was surprised to see a string of sexually explicit tweets last week, a user who was literally involved in a sex chat.  (I unfollowed him.)  In a less salacious application, I wouldn't be surprised to see a game of D&D pop up.
• Information/Research.  I got five replies with to a tweet while showing Twitter to a client.  See the reference to Jeremiah's poll above.
• Serendipity.  When you've got a ton of followers, sometimes it's like watching the matrix to see if you stumble across something delightful.

As more people get on Twitter, the ecosystem evolves and matures, while the "rules" bend and get broken.  The bad news for marketers is a lesson straight from Second Life - just having an account isn't enough; success requires engagement.  Will the next lesson for Twitter itself be from Facebook - if and when the day to monetize arrives?

[BTW I'm tweeting here.]

Edelman: "Distributed influence" white paper

Edelman has just published a white paper titled "Distributed influence: quantifying the impact of social media."  An important subject.  I participated in the original discussion last September and Jonny Bentwood has done a super job with turning our ramblings into something tangible.

Well done!

Some Q&A on virtual private communities

Back around Thanksgiving, Doug Haslam tweeted about working on Prospero podcasts.  I sent him some recurring questions that I've been hearing about virtual private communities - you know, like Communispace, Passenger, Prospero, MarketTools.

If the topic interests you, it's probably a good idea to check out the podcast directly.  I'll paraphrase the Q&A here:

Q:  Why should I do a paid virtual community? Why not just do it for free using existing tools and tap into the discussion that’s already out there on other communities and existing blogs?
A:  Participate in both, i.e. integration.  Use the private community for focused discussion and insight, can seed out to external places.

Q: Should a community be customers or non-customers?
A: Depends on company goals; the more specialized the topic, the more closed customer communities make sense.

Q: Is there bias inherent in a brand-sponsored community?
A: Analogy to paid search - acknowledge that brands are there, but as long as you don't meddle too much, it's not a problem.

Q: How much time does managing a community require?
A: No easy answer; will fit into marketing strategy and touch on many areas, impacting engagement.

Q: Do you need to change your marketing process and organizational structure to make this work?
A: Probably not just for communities but definitely for social media in general.

I've done some research into Del Monte's use of a VPC (subscription required); Emily Steel wrote a WSJ article about the same effort; and Communispace won a Groundswell award for their work with Charles Schwab.

links for 2008-01-15

• Adweek: Candidates Rethink Web Strategy
  Article on influential mapping/brand monitoring in politics
  (tags: brandmonitoring pressquote)
• Brandweek: What Would Lord Kelvin Do?
  Edit and reprint of my online post from Dec 10.
  (tags: brandmonitoring pressquote)

Hello Brandweek readers!

If you've arrived here after reading my short piece in Brandweek, welcome!

Here's a quick guide to some of the most popular content here over the past year.

From my feed:

• Brand monitoring on Twitter
• Facebook ad targeting examples
• Buzzlogic WOM ad targeting

On the site:

• Windorphins.com
• Introducing: Top Marketer Blogs
• "I just don't get it." [i.e. Twitter]

Speaking of Twitter, here I am.  Again, welcome!

Some smart money bets

I had lunch with Cue Ball Group last Friday, a Boston-based VC firm.  You may be aware that there's quite a bit of money out there sitting on the sidelines.  So I'm interested when I hear where people are placing bets and why.

Here are some of the portfolio companies we discussed:

• Miniluxe (think Starbucks meets nail salon)
• Cruxy (if MySpace had kept it real)
• Knovel (it ain't sexy but it works)
• Epic Burger (soon to open in Chi-town South Loop, organic burger joint)

And some interesting ideas they're keeping tabs on:

• 23AndMe.  For only $999 discover to whom you're genetically linked.
• radiusIM.  Think Twitter with GPS.
• Naver.  A Google-killer in action - it's the localization.

Cue Ball was founded by Tony Tjan, who founded digital strategy firm Zefer back in the dot-boom; Red Herring wrote a case study series on them.  Not sure whatever happened to the other management team members.

Charlene Li on 60 Minutes re: Facebook

  On the set of 60 Minutes 
  Originally uploaded by charleneli.

My colleague Charlene Li will be on 60 Minutes discussing Facebook tomorrow (Sunday) night, Jan. 13th at 7 pm ET/PT.  She's blogged about the experience of being interviewed for the segment and CBS has previewed it as well.

I'll be watching with curiosity - Facebook has been one of the top, if not THE top social computing story in 2007.  The recent Beacon stumble reminds me of working at Razorfish in 2000 when 60 Minutes did a piece spotlighting founders Jeff Dachis and Craig Kanarick.  A lot of people pointed to that piece as a watershed as the company (and market) crashed. 

I wonder if this piece will be similar in nature and a quote like this may foreshadow how true this piece was before its time:  "I actually think [our ads] make it less commercial."  An ad is an ad.

Ironically, if you read the recap of the 2000 Razorfish piece, these guys are describing Web 2.0 - problem was, it hadn't yet been invented.

(BTW I'm on Facebook here.)

Reflections on CES 2008

I've just returned from CES 2008, my first time attending the largest consumer electronics trade show in the world.  My primary goal in attending was to get smart on technologies related to my new Forrester coverage area, mobile marketing.  My overall takeaway: it was a world of paradox.

I was overwhelmed by the sheer size of the convention, yet underwhelmed by the dearth of 'aha' stuff on display.  You can get a quick recap of the good in c|net's Best of CES; you can also find out more about the bad and ugly in Engadget and Gizmodo.  Walking the floor, you'll find well-produced booths like Intel, Nokia, and Sony but transition quickly into what seems like a super-sized Best Buy, then into sections that seem like they took everything for sale on the long tail of eBay and put it on display.

The general storyline in play was paradoxically "more AND less."  More capacity.  Less physical space.  More processing power.  Less energy consumption.  More functionality.  Less environmental impact.  But what was missing was the breakthrough innovation I've associated with CES in the past - the most relevant announcement to me was Yahoo's Go 3.0 and open mobile apps platform.

Here are some of the lessons I learned as a CES n00b:

1. Having a bicycle rules.  Learning from the experience of Charlene Li, I rented a bike.  Getting to the LVCC was a breeze, judging by all the car traffic and tales of cab lines.  Riding at night seemed a bit more dicey, but still not so bad.
2. It's easy to underestimate distances and hard to get anywhere quickly.
3. By the end of the day, the press room is a disaster.  I heard that the free lunch line was a spectacle and I was not disappointed - the one day I was camped out doing work through the lunch hour, people were queued 20 minutes before the buffet line opened and then kept streaming in from the hallway like two streams of roaches looking for food.

I've got three days in pictures up on Flickr; would love to hear your lessons as well.

Be social but be private

While things are still slow at work, why not take an hour today and opt-out of directories where you don't want your personal information to be public?

Here are some links you might find useful, from the Privacy Rights Clearinghouse.  You might find it insightful to run a search on these sites for yourself first to see what pops up.

• 555-1212.com
• Acxiom
• Ameridex
• AnyWho
• Direct Marketing Association
• Experian
• Infospace
• Network Advertising Initiative (12 networks)
• Switchboard

Being smart in social media means you show what you want to show.

Resolutions 2008

Dear Universe,

I have three main resolutions for 2008.  Please feel free to suggest ways to facilitate their accomplishment and check in during the year to see how things are going.

1.  Be more green.
[Any suggestions on how to measure this?]  I did not own a car in 2007.  That may not seem strange if you live in New York, London, or Tokyo - however, I live in Boston.  Unfortunately, externalities require that I buy a car this spring (but I'll still take the train to work).  So I'll compensate by trying to be more green in other ways.  For example, we've piloted a coffee mug program at work, where I've been told we use over 5,000 paper cups a week.  I may never go as far as my childhood friend and wind power guru Dave, but it's a start.

2.  Lose some weight.
Metric: 10 pounds - what I've gained over the past two years.  Okay, I may not need seat belt extenders when flying, but I haven't exercised on a regular basis since joining Forrester in December 2005.  Thankfully, my analyst picture was shot the month I started.

3. Save more money.
Metric: break-even cash flow.  You may find this silly, but I got some great ideas from watching Oprah.  I think for the past five years it's been easy for any self-directed investor to think that they've made good choices.  A 60% gain in the Dow Jones Industrial Average...doesn't take much skill to buy an index fund and forget about it.  But life has become more complicated with 401(k)s, 529s, and a global credit crisis looming - time to find a good financial adviser. 

That's some of what being me will be like in 2008.

Sincerely,
Pete