A Purpose Driven Life? Only If It’s Free….

Hoping to capitalize on the success of pastor Rick Warren’s A Purpose Driven Life, in January Reader’s Digest Association (RDA) launched a quarterly print publication to complement Warren’s Purpose Driven Connection. For an annual fee of just $29.95, the project offered a shebang of goodies - DVDs, study group guides and access to its website – all necessary in the quest of finding purpose!

10 months in, and RDA turned off the life support. In spite of A Purpose Driven Life’s rapid online audience growth, it seems that not enough purpose-seekeers were willing to pay for a subscription.

Is it because, like the Wiccans, Christians believe that spiritual knowledge is universal and already belongs to everyone? Or maybe they thought they should get a rebate on their 10% tithe? Perhaps they felt bad about the environment and wanted to save some trees? Or just plain skint?

I believe it’s because Christians - along with the rest of us - have grown so accustomed getting whatever information we want for FREE that consciously or not, we resent having to pay for it.

Is that fair? Absolutely not. In any other transaction or business process, NOBODY GIVES ME ANYTHING FOR FREE. NOBODY. Somebody, somewhere has to pay for the content that we voraciously consume by the megabytes, the research and journalism to accumulate the information, the cost of creating and updating and editing, SEO, advertising, brand building..... and the list goes on!

Quality content is created and presented by professionals – real people whose livelihood depends on real income from their work.

If the public, regardless of their faith or purpose does not support the development of intelligent and informed content, then where is it going to come from?

And more importantly, will it even be worth reading?

Unlikely.

4 essential tactics for wooing mommy and daddy bloggers

The opinion-shaping group is powerful—and idiosyncratic

Mommy bloggers, despite their unfortunate moniker (it makes them sound frumpy), have become a fixture in the marketing and PR landscape.

It’s only natural that we seek endorsements and testimonials from them. Mommy (and daddy) bloggers are a natural outcropping of the blogging phenomenon, and smart marketers have been looking for ways to capitalize on this digital voice, as they do with every group that gains consumer-influencing power.

The downside to the phenomenon of these blogs, however, is that the ethical guidelines that apply to mommy and daddy bloggers, and the products they review, have been incredibly slow to coalesce. It’s become a free-for-all: The FTC’s recent ruling, which requires bloggers of all stripes to disclose whether the products they review were provided free, has brought to the fore many examples of what not to do. But given that mommy and daddy bloggers aren’t going anywhere soon, what are the best ways for marketers to pursue these coveted endorsements?

For my 4 essential tactics, click here.

There Will Be No Renaissance Without 21st Century Education

I read an op en in the NYT by Susan Engel, Director of the Program in Teaching at Williams College. In her article, Teach Your Teachers Well she cited academia's "turning its nose up at education" as one of the core issues that keeps the field from attracting and sustaining the brightest minds to teach in our public school systems. Hence the dumbing down of our youth - and our international status as laughing stock when the topic of education comes up. I happen to agree.

This isn't the only issue to be dealt with, but it's a good start.

Engel says we need hybrid teacher programs that demand a high GPA in order to participate and that teachers should undergo an extensive application program. This would, invariably, weed out the ones signing up for the long summer hols and highlight those individuals with a passion not only for teaching, but for learning. I teach, therefore I learn should become the motto.

Engel also recommends that teachers be taught in-depth about the development of children at specific ages and how to relate to them. She recommends mentoring programs under masterful educators and that the students, like psychology students, should be taped and critqued on their in-classroom performance.

Another of her brilliant ideas was to hire teachers in groups (of 7 or more), so when they are placed in a new school environment they’ll be surrounded by an (incoming) support group – new teachers - not left to fend for themselves or be ostracized by seniority or under-performing teachers threatened by fresh meat. This in turn would raise the bar, and set a much higher standard for all – newcomers and old.

Of course, there are other issues that hamper the process and keep our education system malfunctioning – overcrowded classrooms, unmonitored teaching practices, curriculums that don’t engage students or address urban issues, lack of innovative (or even new) technology for students to learn on, diminished arts and music programs, and dysfunctional or apathetic parents and teachers. You get the picture.

But Engel's ideas map out a beautiful plan of action that could easily tackle several of these seemingly inherent problems.

America needs a Renaissance, desperately. And for that, the country needs passionate, educated and competent teachers to create a generation of vibrant, educated and fully-functioning people – ready to re-enter the global workforce and compete, competitively.

"The student is only as good as his teacher " . We can do better, a lot better.

You, Me and the FTC

In response to a new mandate on bloggers imposed by the FTC, MediaPost’s Max Kalhoff wrote in his Online Spin column,” I don't like government meddling in my personal speech….I look to the court of public opinion and trusted communities as a more viable arbiter of truth, deception and reputation -- not ambiguous government guidelines.”

He’s not alone.

There’s a lot of uproar about the FTC tracking the blogosphere and the transparency of the blogger/content provider relationship. Why? Because the FTC’s new rules state that any blogger who offers an endorsement in their postings must disclose any payments received for the acknowledgement. Failure to do so could lead to a penalty of up to $11,000.

Hhhmmm. That’s quite a dilemma, for bloggers and for the companies who’ve been courting an increasingly powerful “new media” channel. We’ve all been trying to monetize the internet since its inception, and now that bloggers have seemingly found a way, the FTC steps in to re-write the rules.

So while the bloggers and bloggees are sweating it out, I see a positive angle emerging here – for journalism. That, versus the gazillion content producers who offer varying qualities of data on any topic imaginable. This mandate will separate the hobby bloggers from the serious writers who offer value - an informed opinion.

Delineating these lines could actually save us countless hours of research, seeking out real information that we can trust and use in our lives, and our work. Life is too short to follow up on every advocacy piece to ensure its accuracy and bias. Some form of regulation to define a “gift” from a company seeking positive spin and PR from an unbiased consumer review is something from which we will all benefit. And being in the PR profession, I am confronted by this “dilemma” on a daily basis. I don’t pay journalists to review - or criticize - my clients’ services or products, so why should I pay bloggers?

Having a set of standards will help bring credibility back to traditional journalism, and accountability for bloggers. There simply needs to be.

Living in a pocket

A new survey by Synovate reveals that 82% of Americans never leave home without their cell phones. Once upon a time, it was the American Express card. But it’s not just us in North America – half of Russian mobile users would rather lose their wallets than their phones, and 32% of people across the world surveyed said that they “couldn’t live without it.” By the end of 2010, 70% of all people will own one. Carriers everywhere rejoice!

Seems not so long ago we were carting around “mobile” devices the size of bricks – I used to own one.

But we’re no longer using our mobile phones solely for conversations and texts. These have become pocket-sized assistants, and are the thread that keeps our business and personal lives sewn together. Banking, dining, shopping, research, etc. I’ve written lengthy articles and submitted to editors from mine. So there’s no denying the importance of mobile in our daily lives, and the growing impact that mobile is having on the way businesses communicate and connect with their audiences.

Marketing research firm The Kelsey Group expects an increase in the mobile advertising market from $160 million in 2008, to $3.1 billion in 2013. That’s a HUGE increase. And in the next few years, millions of us (who haven’t already) will be opting for smartphones over PC’s – for both cost and convenience.

Smartphones have already forged ahead into the social media arena. According to USA today, about 65 million of Facebook's 300 million members are mobile users – that’s more than triple the amount of just eight months ago.

These numbers more than suggest that mobile marketing has moved far beyond the experimental stage – this is fantastic news for marketers in just about every industry. The limitations to mobile’s use and capabilities are really only limited by our inability to imagine the future.

Mobile is giving businesses and brands the ability to live in their customers’ pocket. What’s so bad about that? To me, this is an exciting moment. Despite the very challenging environment we’re in, mobile - like social media – is proving that it’s a powerful communication tool that is here to stay.

The Boy Who Twittered Wolf

Last week, I read a blog which mentioned a website - http://www.hsbcreviews.com/ - created solely to whine and gripe about HSBC Bank. 95% of the comments were complaints and most likely a reflection of the quality (or lack thereof) of HSBC’s customer service. Feeling the love for HSBC? Clearly, the blog’s creator and community are not, and have gone to considerable lengths to share their dissatisfaction with the rest of us. Cheers!

Blogs like HSBC reviews and social media in general have become a modern day soapbox, giving a voice to anyone and everyone with a gripe to air. That’s a great thing, isn’t it? Isn’t it? But then I ask myself, how much attention should we pay to the online rants of the companies vilified? I’ve read some absolutely diabolical posts on Yelp talking about companies with whom I’ve had great experiences. And then again, I’ve had horrid experiences with a number of airlines that my friends have raved about.

Who is right, and who is wrong in the social media equation? And who do we listen to do make an informed decision, really?

Right now, there are a gazillion or more negative content producers using social media to churn out their messages of dissatisfaction. Can’t get satisfaction from customer service reps? Sure, go post some comments. But the unfortunate result to this will be like the boy who cried wolf: using social media as the forum to post scathing comments (already in the millions) will eventually lead to this having no credibility at all.

It’s in our human nature to seek out a scapegoat, but the boy who cried wolf came to a rather tragic ending over a similar practice.

Social media is in relative infancy. As it grows up, we need to find a balance over how much weight we give personal experiences and opinions, and what we choose to do with that information. In time, businesses too will learn to use this data in the most efficient and effective way, to adjust and correct their misdoings and misdeeds.

But until then, our experience with social media is on an upward learning curve. Let’s not abuse it before reaches its peak.

Great Expectations - we all have them!

The following excerpt is taken from an article that appears in MediaPost's Marketing Daily on October 19, 2009

According to the Random House dictionary, we've been having expectations since around 1540, give or take a few years.

The noun, ex•pec•ta•tion [ek-spek-tey-shuhn], has a number of meanings -- but I'm most partial to the following, especially when used in reference to the start of a new agency/client relationship:

Often, expectations. a prospect of future good or profit: to have great expectations.

Ahhhh...

Being responsible for new business retention, I can spend several months courting and cajoling a prospective client. During that time, I'll have to prove to the CEO and CMO that my agency is capable of representing Brand X, that we truly get their message and value proposition, and can launch impactful PR campaigns that produce great outcomes -- not just "outputs" -- on ever-shrinking budgets. We'll have to jump through countless hoops and hold conference calls until the contract is signed, and then we're expected to be off and pitching posthaste!

Except there's one important thing missing from the above. An outline of expectations. Not from the client, but from us.

I've actually given it a name: "Statement of Expectations". It sounds rather arrogant at first, but it's become absolutely necessary when taking on new clients in our age of "great expectations."

Why? Because clients expect a great many things from our agencies -- PR, ad, creative, we're all in the same boat -- but in many cases they can't or don't communicate precisely what their expectations and needs are. And left to chance, in an economic climate that's so highly strung, the smallest mistake or misunderstanding can become the impetus for losing a client.

So rather than taking that chance, why not spell it out for our clients beforehand? If we did that more often, perhaps we'd have more fulfilling agency/client relationships -- more clients for longer, as well as staff who felt more respected and appreciated, and overall, a stronger agency brand.

Sounds pretty good to me.

So next time you're about to jump into bed with a new client, ask yourself if you're ready to wake up next to them every day. On second thought, don't. But you should be asking a great many things....

Like what? Read the entire article at MediaPost