Interviews with innovative change artists

Data Visualization (32 minutes): Eric Rodenbeck, founder of Stamen, discusses how data visualization allows one to tease-out non-obvious yet meaningful observations from arcane data sets. The interview also includes a short discussion on how data visualization can enhance real estate search (around 16 minutes into the interview). Jon Udell’s series is awesome, which is where I found the Rodenbeck interview.

Clay Shirky on how social web platforms have the power to change history (~17 minutes): Shirky gave this speech in May 2009 and details how platforms like Twitter can enable social change, potentially even revolutionary change. Especially excellent points made regarding mass media asymmetry.

Kevin Rose, founder of Digg, interviews Trent Reznor (~45 minutes): Reznor gives some really great insights into the music industry and its nexus with “the Internet” while detailing his creative power struggles with record labels.

List of social Web resources 06-19-2009

Social media is social what?
A call for dropping the term “media” from the phrase “social media”. Compelling argument to drop the fascination with the platforms and concentrate on the quality of the content and product.

Public relations social web tactics
Long list of new products and services pitched to a Kentucky-based director of social media (two of the brands he reps: Maker’s Mark and Knob Creek bourbons). Very interesting list of social media “newness” and implicit insight into public relations 2.0 tactics.

Interviews with semantic search pioneers
Summary of interviews with key semantic web players from Google, Ask, Hakia, Microsoft, Yahoo, and True Knowledge. Some topics: shift from “popularity” based search results to “credibility” based search results.

Client attentiveness at Southwest Airlines

There is a reason I choose Southwest Airlines as my preferred airline: client attentiveness. There is a reason why I don’t pay attention to accumulating miles with a competing airline to ensure preferred boarding status but love Southwest’s Rapid Rewards program: client attentiveness. There is a reason I am a self-appointed brand ambassador for Southwest Airlines: client attentiveness.

There is a reason I choose Southwest Airlines as my preferred airline: client attentiveness. There is a reason why I don’t pay attention to accumulating miles with a competing airline to ensure preferred boarding status but love Southwest’s Rapid Rewards program: client attentiveness. There is a reason I am a self-appointed brand ambassador for Southwest Airlines: client attentiveness.

Let me give you an example: Gate changes are a fairly routine occurrence in the airline industry and, arguably, it’s up to a passenger to ensure that he or she is aware of such occurrences. But in my opinion a company that cares about its clients would ensure that passengers are notified of a gate change. Once upon a time, I arrived at a gate, noted that my flight number was still listed, noted that there were not any delays listed, noted that I was 40 minutes early to boarding. I relaxed. Around boarding time I noticed that no one was boarding, yet my flight number was still listed. I checked my email and text alerts to see if a gate change had been sent to me. I waited another 10 minutes while the airline staff chatted amiably. I walked up to the counter. The airline staff chatted amiably. I stood there. They chatted. I stood there. They chatted. I interrupted. I received a stare and one word, “Yes?”. I asked if the flight was still boarding, and I was met with something like this: “We announced a gate change 30 minutes ago.” Amazed, I asked then why my flight number, route, and time of boarding were still listed behind them. There was no response. I then asked where the new gate was. Across the airport I was told with a hint, “You better run, or you may miss it.” Stunned, I turned to my fellow gate-waiters and announced that the flight we’d all been waiting for had a gate change and that we’d better run or we’ll miss it. I sprinted to the new gate, told the gate staff there that several other people were following me, luckily they held the plane until all the other passengers arrived. I was thanked by these passengers while I sat in my seat sweating. I was stunned. And even though I had accumulated enough “points” to achieve preferred boarding status, that was the day I decided to purge my airline miles from that company as soon as possible, stop using that airline as my preferred airline, and stop trusting that airline’s “CRM” messaging. That was the day I decided to “try” Southwest Airlines. And I have been a happy airline traveler ever since.

Accordingly, it was no surprise to me when Rob Hahn of 7DS told me that Southwest Airlines has the highest NetPromoter Score of any other airline. NetPromoter Score essentially answers one question: how likely are you to recommend me (or my service)? I recommend Southwest to everyone I meet who relates a poor airline traveling experience. I tell them my story. I have yet to experience a marginal flying experience with Southwest Airlines. Have I met individuals who’ve had an unpleasant experience with Southwest Airlines. Yes. But they are far less in number than compared to other airlines. An essential key to Southwest Airline’s success is client attentiveness.

Let me give you an example: Once upon a time, there was a gate change on a Southwest Airlines flight where a gate attendant announced the gate change via the public address system then walked to the boarding door area and announced it again and then invited us to approach the desk if we had additional questions or needed help (the physical act of stepping from behind the counter to the boarding area–breaking the client-attendant barrier if you will–got our attention). That’s client attentiveness in action. Simple but memorable. Here’s another experience: I just recently received an “anniversary” card from Southwest Airlines thanking me for being a Rapid Rewards member. The card included a coupon for a car rental discount. A minor “wow” I’ll give you that (a big “wow” would have been some additional rapid reward points <grin>). Nevertheless, the anniversary card is simple yet effective. Because when I received this card I remembered all the “wows” I’ve had with Southwest Airlines over the last year; thus, reinforcing my decision to stay with them again this year. What attentiveness have you given your clients recently?

Related reading: Do You Matter? How Great Design Will Make People Love Your Company. Why this book relates to this post: Southwest is designing its client relationship and service experience.

Photo credit: hiddedevries

List of social web resources 6-12-2009

Brand engagement

This presentation, The Audience is Always Right, by TBWA\ Berlin Media Arts team is one of the best I’ve seen explaining how brands need to reconstruct their core ethos pertaining to consumer communications. It delves deep into a situational analysis and then delivers some very meaningful aphorisms as guidelines:

  • Start with a simple truth
  • Create time, don’t try to buy time
  • Tell a story that makes peoples’ conversations more interesting
  • Leave room to think and ask questions by being imperfect, weird or contradictory
  • Make the idea easy to find (searchable) and easy to tell (spreadable)
  • Content isn’t king. Conversation is king

Online community lifecycle

This research article chronicles major research and studies on how online communities begin, mature, and evolve. The article focuses on a lifecycle analysis (inception, creation, growth, maturity, and death) and success metrics (for example, size and number of contributions and how willing any one member shares details about him or herself and how widely these details are shared). The article is very well researched and offers a compelling list of ideas marketers ought to consider when considering when, how, and why to engage consumers via social networks and other online communities.

Crowdsourcing with Rob Hahn

Crowdsourcing is an important concept in the viability, pertinence, and relevancy of the social web.

A recent crowdsourcing search odyssey of mine (really a two hour drop down the Google search rabbit hole) began with a fairly innocuous @robhahn tweet:

I read recently that a 2-person combat team is four times as effective as a single shooter… anyone have any references to study of this?

This tweet intrigued me, as I thought it likely had something to do with Mr. Hahn’s insurgent marketing in real estate series. @PatrickHealy immediately stepped up to the plate:

@robhahn this should give you what you need:

Shortly thereafter I weighed in with this research article. But alas, Mr. Hahn was not satisfied:

@PatrickHealy close… but i’m looking for research showing 2 man team vs. 1 man ops

@ericbryn actually, wanted to see just how much more effective a 2-man fireteam is vs. solo shooter; maybe applies to agents…

Thus, inspired, I began a more substantive series of searches, which yielded these tasty tidbits, but nothing directly on point:

Discussion of information needs assessment and power of teams in edge organizations – Relevant to the insurgency series because the article discusses the shift from top-down command and control decision making to empowering teams and individuals to make relevant decisions based on timely and accurate information. Edge organizations promote a structure comprised of agile distributed networked units, which favors insurgent marketers.

How the information age has affected command decisions in USAF from Desert Storm to 2005 – Relevant to the insurgency series because the author analyzes the USAF shift from centralized to decentralized decision making. Decentralized decision making is key to enabling insurgent marketers to exploit the command and control decision making process that’s sometimes endemic with larger competitors.

Theories about net centric warfare – Relevant to the insurgency series because the article discusses how shared information resources contribute to cohesive mental models of the battlefield that results in increase combat effectiveness. Shared knowledge shared quickly enables insurgent marketers to exploit weaknesses in larger competitors’ information flow.

Discussion of basis for combat operations going to a STRYKER protocol – Relevant to the insurgency series because the report discusses how STRYKER forces are geared to respond anywhere in the world within 96 hours, stressing tactical mobility, lethality, and survivability. Insurgent marketers must strike quickly and with precision to weaken their competitors.

Uses of misinformation in war gaming operations – Relevant to the insurgency series because this article touches on how too much information causes humans to focus on the technical aspects of how the information is delivered rather than the context of the information and how this phenomenon leads to misinformation. An insurgent marketer can exploit this nuance in the sense of releasing highly relevant, highly targeted communications that are in direct contrast to a competitor that focuses on broadcast messaging. Here’s a nice quote from this article:

The gold lies in human thought—assisted by modern communication and computers, not distracted by them.

The reason why I’ve detailed this search odyssey is because I think it’s an interesting exercise in crowdsourcing and thought leadership. Mr. Hahn is a thought-leader in the real estate industry (recently securing a columnist slot within the Inman tribe). But this, in and of itself, is not enough to motivate me to spend a couple of hours helping Mr. Hahn. So what did? Yes my motivation was driven partly out of friendship. But it also has to do with sharing in the learning experience. That is, I enjoy the way he thinks through issues, the cogent arguments he makes for whatever position into which he plows his sword. Part of the way to enrich this experience–a more personal experience with his thought-leadership–is to participate in the germination of an idea. And that, I think, is at the heart of crowdsourcing–the act of helping give birth to a knew idea. The core of crowdsourcing is, essentially, the core of the social web: willingly sharing knowledge, participating in the expansion and distribution of this knowledge, and taking leaps forward together as change agents and innovation artists. Rob, happy reading.

Photo credit: rp72

List of social web resources 6-5-2009

Semantic technology and artificial intelligence

There’s lots of discussion lately about the semantic web and well-deserved praise over applications like Wolfram Alpha that employ semantic web theories to deliver relevant search results. In 2002, a short article discussed the concept of the “wisdom web” and highlighted many of the innovative concepts we’re seeing applied today. Future applications will likely employ intelligent agents to accomplish much of the “secretarial” type functions manually input today by humans into search engines, social networks, and other Web applications and platforms (here’s a great summary of intelligent agents in the evolution of Web applications).