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MOCC does indeed Rock – Farewell my friend

How to start?

I met Michael for the first time over lunch at The Monk’s Table (it wasn’t called that then). It was ostensibly an interview but it lasted for about 2 1/2 hours and a couple of pints of Old Speckled Hen were consumed. This was back in ‘07 I believe. We’d known each other online for longer. I was the ____ (insert statement here, you know you wanna) digi marketing person and MOCC was the PR genius.

That conversation ranged from who we thought was a BS artist as social media was starting to come of age to politics, music, family (yeah, he never thought I’d have kids either), and the city we both loved. He made it his home and I transplanted back here after 9/11.

We worked together for 3 months as we pitched and won a piece of business together. We had lunch almost every day (at the same spot listed above). He never questioned my insights and I never questioned his, but I had no exposure to the PR world, and Michael taught me a lot.

When I left, we stayed in touch and chatted people that drove us crazy and people that inspired us. We also talked about our families. I had my girls in early 2009 and MOCC was one of the first people to welcome them on Twitter while I was still in the hospital and had been wheeled out of NICU so I could let the world know we were doing okay. I’ll never forget that. “Felicitations Isabelle & Olivia”

I also remember our Twitter spat over his UID. Should he be @MOCC or @MichaelOCC. Bugger won that one.

Years passed, I saw him infrequently because we both had jobs and families, but we planned meet ups and we snarked at each other online. We also did see each other at events where we’d grab a corner and catch up. The most recent being the last HoHoTO where I left a colleague, and my date at the front door  (and I wonder why I’m single) the second I saw him to go outside and catch up.

We had tea at Media Profile in March, where he had found his place, and we chatted about our world and family again. We made plans to go hike the ravines in the Beach now that my girls were old enough that summer.

And then the unthinkable happened.

I will forever cherish Michael O’Connor Clarke, the fighting Irishman, the undisputed family man, and the smartest guy I’ll ever know.

I’m only sorry I didn’t meet him sooner.

His family could use your support, please consider donating to suppormichaleocc.ca his family needs us and we can help.

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Thoughts on the Twitter archive deal with Gnip

After turning off the firehose to Google last year I’d been wondering what they would do with their huge database of users tweets as the next logical step appeared to be granting the search giant access to their archives as well. They announced today that they’ve partnered with Gnip to provide the company with every tweet back to March 2006 when the company launched.

As someone who has developed social/ digital personas as part of the larger marketing strategy this is great news. Using data from various social platforms is a fantastic way to get a broad (and granular) sense of what issues most resonate with consumers, how they feel about your products and your competitors. By analyzing that data a richer picture of your customer emerges.

In the past we’ve only really been able to gather data for the past year, but with this announcement the ability to look at trends over time becomes a possibility. Is the same issue recurring? Has customer service improved over time or gotten worse year over year? Are there seasonality trends that weren’t immediately apparent? All of these data points could now be analyzed (or re-analyzed) based on this new data.

Unless you’re a very sophisticated (and deep pocketed) brand storing broad term data year over year and merging it with the same query sets was probably not at the top of your radar. As Gnip merges this data into standard listening tools running ad hoc reports and performing a detailed analysis becomes much simpler.

I’m looking forward to seeing this roll out and doing some digging. What do you think about this move by Twitter?

Image credit: fagalar on Flickr

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Why does Google get social content but not social networks?

It’s a running joke in the digital media space that Google+ is a ghost town. Not entirely accurate as companies such as Ford believe in the space and prominent bloggers still actively participate there, but it certainly didn’t meet the promise that many hoped for – to finally bring a direct competitor (with deep pockets) to Facebook. 50mm active users and 90mm registered users is nothing to sneeze at, but it’s certainly not where the Internet giant was hoping to be. This isn’t the first time Google’s tried to venture into social networks, there were the other Internet services, Buzz and Wave, which became fodder for Internet jokes before being shut down.

On the flip side, Google’s content creation engine consistently churns out compelling content that is shared far and wide and highly praised: think Google Doodles; April Fools jokes; and random Easter Eggs in products (e.g. Map Directions). They excel at it and appear to have a lot of fun doing it. So it should be only natural that if they are that good at creating content that people want to share they should understand how to build products that facilitate that sharing. Right?

Well, understanding the psychology of human sharing and interaction is different from creating cool things that people like to geek out to. Google, at its core, is full of incredibly smart engineers who look at problems logically and have a deep understanding of how the Internet works, how to create workflows, and how their own products can all be tied in together. These are the folks who brought us Gmail that revolutionized email, search which is the backbone of how people find information online, etc. etc.

But these products are all fundamentally purpose built, not discovery and interaction built.

I go to Gmail to read and respond to email. I use the search engine to find things I’m looking for, not to browse the web. I use Maps to get directions and find things. You get the picture. YouTube is different, but it wasn’t built in house, it was acquired after it was already successful and hasn’t really expanded much past it’s original purpose – to watch videos online.

The sticky social networks like Facebook, Twitter, Tumblr et al. are all about frictionless creation and sharing which is where the content that Google creates naturally spreads. Google+ is amazingly built. It has so many features that the other networks lack it should be a natural place to migrate our social interactions to. Except, all those features that make sense logically probably confuse the average user. Geeks get it, but geeks already have channels where their buddies are to share on. Circles are actually a really great idea, but the average person looks at that and says, whoa, way too much work! I’d hazard a guess that 9 out of 10 people on Facebook and Twitter haven’t set up lists either (the simplest versions of Circles). Ripples? What are those? Hangouts, which should have been the killer feature weren’t promoted properly (think about how Apple promoted Facetime for how it should have been done), and YouTube integration was an after-thought instead of a must have from day one. I could go on and on but you get the picture. When Google builds social networks they build them through their own incredibly logical lens instead of an average consumer lens.

So, what can they do? I’d suggest taking a look at why their content is so successful and how it spreads (psst, they have Google Analytics that recently added social networks tracking they could take a peek at for some insights). I’d also do a deep analysis of what their competitors are doing from a marketing lens, not a development one. Make it easy to import friends from other networks, make setting up a profile a snap, make it cool (and easy) to be there. Then, in the immortal words of start-ups: pivot…. Hell, even Zuckerberg pivoted by opening The Facebook to non-college kids.

In the meantime, keep the content coming, it’s really good!

Image credit: [Jennifer Horn @ Google]

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Are you prepared for stormy seas as well as calm ones?

As social media platforms and participation become ubiquitous amongst all demographics it’s more important than ever to understand how to navigate both the calm weather and the storms that will inevitably occur. Social media is an extension of life and as such all the same variables come into play. If a customer loses their temper at your call centre rep they will certainly do so in the more public forum of Twitter or your Facebook wall.

It isn’t just about the huge crisis, it’s about day-to-day interactions where customers are upset with something about the company. How you handle the everyday interactions makes the difference between having a sustainable social presence outside of a “push” campaign mentality. It also allows your campaigns to resonate more as your customers don’t see them as your only use of the medium that they are primarily using to connect with their friends, family, and colleagues.

How do you handle the negatives? Be prepared in advance!

First, before you dive right in know that your company isn’t perfect. This is a tough one for most companies, but it’s true. No one is perfect so accept it and move forward with a plan.

Here are some initial steps you can take to get off on the right foot in social media channels:

  • Gather a list of known issues from your customer service department and any other customer facing departments (retail managers, etc). Identify how you are working to fix those issues.
  • Check your analytics – are there specific patterns you can discern? Content paths, keywords, time spent on specific pages?
  • Talk to your marketing team – what offers have resonated in the past and which have fallen flat? Talk to your PR department – what kinds of feedback do they get from journalists and investors? Have there been any big crises in the recent past?
  • Conduct a social listening audit across all of your business units and find out what your customers are actually talking about (your brand and your competitors).
  • Talk to your product development team – what’s coming down the pipe in the next 6 months and how will that impact your customer base (be honest about this; will it be received well without any need for spin)?

Now put them all together to determine what your hot button issues are likely to be and craft a plan to ensure your front line social media team can address them properly and transparently. Make no mistake, it isn’t a script, but an outline of who your company really is: a human-centric business.

Taking these steps and ensuring your employees are all operating from the same playbook will set your team, and your brand up to be prepared for any storms that arise (which they inevitably will as they do in the physical world) and hopefully allow you to mitigate them before they can manifest into an actual crisis.

Finally, keep in mind that it doesn’t stop here: the learning, discussions, info gathering etc. MUST continue. Change happens; be prepared to roll with it.

Happy sailing!

[photo credit: FnJBnN]

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The Canadian Digital Living Room research

Do you have kids? Are you a 5-screen household? If so, you aren’t alone. That’s the number of screens (TV, mobile, tablet) that the majority of Canadian families with kids have according to MediaCom research. It’s a far cry from the lone TV in the living room most Boomers & Gen-Xers grew up with.

I recently attended a conference that presented a ton of great stats from Microsoft Advertising and Rogers Connect based on research they conducted in November – December 2011 of Canadian parents with kids under 18.

For anyone in marketing or advertising that is looking to market to the next generation of families, multi-screen programs are an absolute must. Gone are the days of focusing on one device or medium. Your content and campaigns must be adaptable to various mediums.

Some key stats that were revealed include:

Canadian adults consume 190 hours of media per month

Which devices are they consuming it on?

-       99% TV

-       53% laptop

-       48% Gaming system

-       30% mobile device

-       6% tablets

88% of families use their TV simultaneously with another device so the opportunities for seamless-content and advertising is abundant to create emotional connections through multiple devices and cater to the screen they are looking at.

As well there is a slight difference between how parents with younger children (Digital Natives: 0-10yrs) vs. parents with older children (Digital Adopters: 11-18yrs) view the role of tech in their family dynamics. Digital Adopters tend to become educated about tech by their children; they are influenced on purchase decisions, are educated about new technology and are using it more frequently to communicate with their children, even when they are in the same house together. The Digital Adopter families spend their time together in the living room primarily consuming media that breaks down as follows (82% TV shows; 81% movies; 37% playing video games; 10% using social networks). Integrating campaigns around these various activities makes perfect sense and can serve as a media multiplier with multiple touch points to reach the audience with functional and emotional content.

While the research didn’t focus on the specific types of content or brands that resonated with the various groups, it is valuable to get a baseline understanding of the growth and spread of platforms that is now becoming part of the fabric of how families interact in their daily lives. I can see this playing out with my own family and how, as my children grow they start to use things such as my tablet while we watch TV and I’m on my smartphone. This will only continue to grow and advertisers and content creators should pay attention.

Thanks to Microsoft Canada & High Road Communications for the media pass; it was a highly informative day for someone who lives and works in the digital space.

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