Damn Cheeky

Dude...That's some sticky content.

 

Content Farms. The term doesn’t exactly conjure up green fields of lovliness, does it?

Or how about “The Way,” which is AOL’s much-maligned, leaked-to-the-interweb editorial bible. It sounds rather like an unappealing diet that depends heavily on herbal colonic cleansing.

But they’re only human. And the pull of havng a magic formula is such the marketer M.O. So while Demand Media and AOL’s content models draw snark, they do raise two important questions:

1)     Quality or quantity?

2)     How should brands respond to real-time conversations?

This Panda Wants to See the Dessert Menu.

 

How much content is enough? Based on Google’s Panda update, it’s no longer a question of quantity, but quality.

Just to backtrack. Last May, Google decided to throw its weight around and at the so-called “content farms.” Called the “Panda update” after one of Google’s engineers, it changed Google’s ranking algorythm to penalise sites that publish low quality content--simply for higher search rankings.

In the words of Google’s Official Blog, “At the same time, it will provide better rankings for high-quality sites—sites with original content and information such as research, in-depth reports, thoughtful analysis and so on.” Looks like Google’s making a strong case for better original content.

Yahoo. It’s no longer about eyeballs. It’s about originality.

Even Yahoo is jumping on the quality bandwagon as it announced on 4 October 2011 that it’s looking for more original content.

As mentioned in the NYTimes article, “Despite a huge audience of 686 million users and resources like high-tech film studios and talent-filled newsrooms, Yahoo’s future is in doubt.”

What’s the solution? Original reporting. Quality content. Strong editorial voice.

As the NYTimes reports, “So how does Yahoo get people to stick around longer? It thinks Yahoo Sports is the model. Over the last few years, sports, more than any other Yahoo media site, bet big on original coverage by hiring reporters and writing original articles. Yahoo Sports also produces a number of online video shows, including game highlights and Fantasy Football Live.”

Full article here.

The Voices Made Me Do It.

 Photo credit: Jonathon Rosen

So let’s get back to my original #2 question. How should brands responds to real-time conversations?

Ok duh. I already answered part of my question. Yes. They should respond.

How they respond depends on the conversations taking place. And to respond in a meanfully way, brands should first sit back and listen for a bit. Time for a Social Media Listening Audit.

A wha???

Yes, just like using, "interface with" rather than "speak to, the term "Social Media Listening Audit" has some wanky connotations. Despite the title, a SM Listening Audit is an incredibly helpful input to content strategy.

Social Media listening is a process of combining listening parameters e.g. topics with analysis. More than just plugging some keywords into tools like Radian Six or Sysomos, it takes thoughtful review and knowledge of the SM space to produce valuable data for editorial calendars and content strategies.

For example, while working on a FMCG site, our social media teams listened and then discovered data on consumer product preferences, flavour preferences, and consumer concerns over CSR issues. All this data helped us pin down which specific topics and tools would appeal to a community of ready brand advocates.

The Point?

• Great that we all agree quality is job 1. Goals are nice, achieving goals is better.
• Let's stop talking and start doing. Content Strategy practioners need to pick up the ball and make recommendations that go beyond "should" to "how."

Facebook's Open Like Protocol + Content Strategy...The new rules to popularity??

 

Last night I attended a debate about the symbiotic relationship between brands and users on Facebook, bartering their privacy in exchange for free services called “Like: like me, love my data.”`

Facebook has handed tremendous power over to brands with their Open Like protocol. With this new ability to “Like” everything on the web, Facebook has opened a two-way conversation between brands and users, essentially letting brands integrate into consumers’ Facebook profiles.

The question is, will brands say anything worth listening to? And what if they take over the conversation, upsetting my friends with their frequent asides?

The new rules around data: Facebook says it will make it easy to control your privacy
Last night’s discussion was especially relevant in light of Facebook’s announcement today that it will simplify its privacy settings so users have more control over how their data is used.

http://bit.ly/bEBhe0

And then, this morning, Twitter also announced their intent to eliminate third-party ads in user timelines.
http://bit.ly/9Qd8AI

 Clearly, both powerhouses want to offer an olive branch to users in light of their recent overtures to court advertisers. But will users bother to tweak their privacy settings so advertisers receive less of their data?

The increasing relevance of Content Strategy
The real onus is on marketers to produce worthwhile content using strategies that take into consideration publishing frequency as well as relevance. With the new “Like” functionality, marketers will be privileged with an incredibly powerful set of data around consumers interests and behaviour. The question is...will we use it for good or evil? Will we create content that responds to consumers’ interests, complaints, etc? 

Today, the most relevant content strategies integrate social media listening, and work hard to respond to consumers’ LOLs, flare ups, etc. about their favourite brands, decoding unanswered needs and developing content consumers are passionate about, rather than shoehorning in trite messaging and brutally boring videos.

Too much horsepower to handle?
I also wonder if brands are ready for this new way to reach consumers. My opinion is that in the wrong hands, this power can be damaging. Much like letting a 16-year drive a Lamborghini.

Publish too frequency and you risk consumer wrath and being labeled a Facebook “spammer.”  I think of Dr. Pepper’s recent “What’s the worst that can happen?” campaign in which they want to take control of consumers’ status updates in exchange for £1,000. A brand taking over my status updates and broadcasting whatever they feel like to my entire group of friends? The potential for drama seems way too high.

When brands produce relevant and emotionally branded content (aka Nike commercial), consumers embrace it as well as distribute it, essentially creating the ROI for advertisers.

 

 

Make your momma proud: iPhone fan takes on Motorola and Verizon’s aggro-inspired ads with self-created “iDon’tcare” video

I like this young man’s spirit. I can just picture him on the black tar schoolyard playground, defiantly, telling a duo of bullies to leave Sally Hinkelmen alone. Yes, her last name is weird. But calling her Sally Hickey-man is just not cool. So lay off the taunts, or else. And here he raises his tiny little fist to the duo.

But I digress.

Backstory: Motorola and Verizon's claws came out when they released an anti-iPhone ad (...and you’ll get no link from me to the ad. That’s some bad web karma).

In the iDon’t commercial, the two take on iPhone, smugly pointing out some of its less then endearing characteristics (no real keyboard, etc.)

Quirks, the fans say. Lovable quirks. 

So a very creative loyal fan, using the same look-and-feel and music of the iDon’t commercial, shot back with big ole “Whatever!”

Also referred to as the iDon’tcare commercial. It went viral last week and has generated some heated conversations. Fav quote from the video: "idon't need a droid, unless it's R2D2." Damn that's cheeky.

Hey. I like the idea of the Android. A lot. But I don’t like it when Verizon tries to act all badass. It's like watching a 50-year old try on a motorcycle jacket, while simultaneously adjusting his bad comb-over in the mirror. Verizon, be gentlemanly! And Motorola, you should know better. Just be cool, baby.

Other brands should take note: your best advocates are your loyal customers.

This is yet another reason you should let fans put their hands in the cookie dough (Yes, I know. I hate the metaphor too. But sometimes the business-speak takes over.) You never know what they’re gonna make. And that’s the beauty.

Show them some love.  Start to move some of your budget to the “loyalty” end of the marketing funnel. And I’m not talkin’ about badgering them with emails. That’s called stalking.

Shop 'til you drop: my shiny new workshop

All the kiddies are back in school and before you can say, "Trapper Keeper," I have a nifty new workshop that I'm "shopping" around.

The workshop focuses on the value of and methodology for content strategy.

Here's a sneak preview:

The Value of and Methodology for Content Strategy

View more presentations from Damn Cheeky.

Or view it at Mybrainshark if you want the audio commentary.

Here's an outline:

• What does content look like in the real-time web?
• Determining the value of good content.
• Hall of shame: Examples of brands skimping on strategy.
• What is content strategy?
• Life without content strategy: the effects on budget, scope, and schedules.
• From tweets to text, why content strategy is mandatory for the real-time web.
• Defining content strategy: a holistic approach.
• Case studies demonstrating well-defined content strategy.
• How to create a holistic strategy from tweets to video.
• Clients don’t get content strategy. How to change that.

Video Killed the Radio Star

One point I want to make absolutely clear: Content Strategy is no longer about static text e.g. articles, product descriptions, etc. It's no longer about making your copy "read-able" for online consumption. Content Strategy has evolved, much like the web itself.

Content Strategy, as a discipline, has far-reaching implications on social media, online video, mobile and more.

For example, everyone's doing video these days.

Every HR section has videos of employees gleefully exclaiming over the charms of their company. Products sites use it to educate users about HD TV.

But how many talking heads can you stand to watch?

In fact, eMarketer reports, "Online video viewership has never been higher, and marketers are eager to reach such a large audience. But many viewers dislike or distrust video advertising—even though they freely accept television commercials."

Know why? No strategy.

Your #1 Fan

So what happens after a consumer signals they’re in crazy love with your brand’s stylo?

The royal wave?
A heartfelt namaste?
A puzzled, “and-your-name-is…”?

Now let me ask you. After clicking on “Become a Fan” of say, Captain Scully or your local bistro…how many times do you visit their Facebook page? Would that be a whopping zero times?

Exactly.

Unless a brand stays in touch with me or sends me interesting content, I’ll probably stay away. I have better things to do.

Unfortunately, few clients are thinking beyond “Become a Fan” clicks or the volume of their Twitter followers.  Yes. Clients are turning into crazy cat ladies, obsessed with gathering every fan or follower they can get their hands on.
 
And is it any wonder? It’s like "28 Days Later" out there on the web, except once you’ve been bitten, you turn into a blogger and tweet about it.

Everyone has social media madness.

In fact, a whopping 99% of online retailers currently have or plan to have a Facebook Fan Page in the next two years.

Boy…can’t wait for all those witty status updates.

I think social media has tremendous power to strengthen relationships. It can and should be used to drive loyalty. But loyalty takes work. Giving, listening, quality time, a lotta caring about needs…the whole nine yards. And that’s where strategists can play a critical role.

By listening to consumers brag, complain, LOL, flare up, pontificate…even learn what terms they’re searching on, we can decode unanswered needs and develop content and conversations they’re passionate about, rather than shoehorn in trite messaging and brutally boring videos.

And that’s what should happen after a consumer becomes a fan—they get something infectiously radical.

The Smart List:

• Have clear, scaleable goals for social media plans: Seems like a no-brainer.

• Rethink success: it’s time to focus on engagement and downloads rather than comments.

• Monitor before jumping into social media: listen first to get a feel for popular topics your brand can respond to.

• Think quality, not quantity. Remember that Burger King got 20,000 people to each sacrifice 10 of their friends. That’s 200,000 people being engaged (and potentially enraged…gotta be careful when you get cheeky. More on that subject later…).

• Create editorial calendars and content development plans to ensure a steady stream of quality content keeps fans engaged with the brand...on a continual basis.

Time is what prevents everything from happening at once. -John Archibald Wheeler.

Think again Mr. Wheeler. ‘Cause real-time content is starting to change all that. Take Google for instance. Did you know you can refine search results by time? I’m talking down to the hour.

What’s strange is that Google has hidden this interesting functionality beneath an unassuming, “Show Options” link. Why not make it more prominent? Especially as users become increasing reliant on the real-time nature of Facebook and Twitter updates to get their latest news and content.

More importantly, there are a slew of recently-launched search engines who want to take down the top dog. And they aim to do it by dangling Rapunzel-like locks of real-time results down the old castle wall.

 

OneRiot, for instance, pulls in links from Twitter, Digg and other socially-relevant sources and indexes them faster than you can say, Balloon Boy. And who doesn’t love a little disco punk hot-pink in a logo. Suddenly Google seems so, well…juvenile with their playground mix of rainbow colors.

Kosmix is interesting as they’ve taken the OCD inherent in all Information Architects and have gone categorization crazy, sorting results by categories like “Conversations,” “Reviews & Guides,” “Images,” and more.

Plus the categories are contextual to the search term. The search term, “London” yields different categories than say, “Android.” And oh my gawd…they’re in “beta-ish.” They want to know if I’m feeling “browsy.” Plus, they sweetly ask: “Make Kosmix your homepage?” I can almost see the downcast eyes, and awe-shucks, converse sneaker-clad foot digging into the sidewalk. I think I’m in love.

And time won't give me time...

Okay, okay. I know what you’re thinking (or humming, now that I put that Boy George melody in your head). This is just a crush. Google has tremendous brand equity in the hearts and minds of web surfers everywhere. I mean, who the heck is going to Oneriot themselves? Or Kosmix their new beau? (although, onerioting your new crush could take on a whole new meaning…).

But no matter who wins the search wars, as strategists, this has implications concerning users’ expectations about content—namely distribution, filtering, and timeliness.

It's never been a better time to make sure that site search, for instance, give users better options to sort and refine results. Publishing dates on content, always important, should become even more prominent. And if you’re thinking about syndicating content like thought leadership or videos, better make sure they’re relevant compared to the timeliness of competing content. Otherwise, your time is up.

Key Takeaways:

• Nobody likes stale content. This makes editorial planning (including expiration dates) and editorial calendars a-must-have for all agency deliverables.

• I love feeling browsy. I’m sure I’m not the only one. Give users more ways to browse site search results.

Google Me This...Why Aren't We Selling Video Content Strategy?

So with one eyebrow firmly raised in haughty disdain, I googled "Video Content Strategy," fully expecting to see off-topic results ranging from Youtube press releases to work-from-home scams involving videos of cute kittens.

With much surprise and chagrin, I realized I'm not the only one thinking about video content strategy (sometime my cheekiness can go into overdrive…).

Which makes sense. According to an April 2009 survey by the Pew Research Center's Internet & American Life Project, the share of online adults who watch videos on video-sharing sites has nearly doubled since 2006. Fully 62% of adult internet users have watched video on these sites, up from just 33% who reported this in December 2006 Source .

Did you also know that Flip camcorders cost a mere $125. Holy user-generated content, Batman. Hand those suckers out at your next event and let participants snap away.

Low-fi indie video content strategy
Last year, I created a content strategy for a non-profit for women entrepreneurs called “Count Me In,” and that’s exactly what they did. Participants got to feel extra participatory and “Count Me In" received a ton of raw footage to craft into unique stories about the events.

This shoot-from-hip video content strategy doesn’t make sense for all brands. But for a feisty non-profit that showcases women taking charge of their economic reins, it does.

Waiter, there’s a llama in my auto insurance
IBM has been doing video well for years. When I worked at Ogilvy, we went out and created video stories to help humanize “Big Blue.”  To our surprise, we unearthed stories about research scientists creating new software and hardware that were fascinating. Not a word you would associate with IBM + Software, huh?

For example, IBM Master Inventor Andy Stanford-Clark was able to turn a llama-tracking device into a new type of auto insurance. Yeah. No joke. Turns out that on the Isle of Wight, where he was based, they have llama security issues (damn llama thieves). So he played around with use of on-demand messaging technology to look after the llamas. One of his prototypes was a commercial tracking unit that had a GPS and a GPRS modem inside it, which goes over a cellular connection.

That same technology was then used for IBM’s telematics projects for tracking vehicles like army vehicles, or emergency vehicles, or the Norwich Union® insurance project, called Pay As You Drive™, where the insurance for your car is based on where you drive, and when you drive, rather than the factors that insurers use typically today, (can you say, little red Corvette?) and so by putting this satellite tracking unit into vehicles, insurers find out where vehicles are and where they go, and from that, derive the data that they need to come up with new insurance premiums.

Totally cheeky.

So different from my last client (who will remain nameless to protect the uninspired), who basically posted videos of press events involving sports heroes, vacant stares firmly in place, being photographed. Again. No joke. Let me tell ya, I don’t care how good those muscles looked, it really wasn’t worth clicking, “Play.” Ouch.

So my long-winded post contains these key takeways:

KEY TAKEAWAYS:

• Time to think of content strategy as involving more than just static text
• Video content requires strategic thinking e.g. there are sooooo many factors to think about namely:
• •  Should you feature 3rd-party experts?
  • Should you cough up the big bucks for celebrities (e.g. edu-tainment)
  • Should you feature Joe-Shmoe (2nd cousin to Joe-the-plumber) a.k.a. Mr. company in-house expert?
  • What are you going to talk about? Your vision, how-tos, product demonstrations, etc.?
  • What’s your format? Interview style, man-on-the-street, studio, etc?

• And finally, buy a Flip camcorder; they’re dope and I’m not getting a kickback from them (yet ;)

Cheekiness Credo

So what’s Damn Cheeky all about? It would be about “Innovation,” but I hate that word. It sounds so 80s, but not in that cool Domo Arigato, Mr. Roboto-way.

Innovation is a word overused and usually applied to underwhelming circumstances. It’s splattered with gunshot abandon across every annual report. And brands douse themselves in it like teenage girls with acne/weight/hair-induced self-esteem issues at the Macy’s perfume counter.

Damn Cheeky is about a lot of things. It’s a mobius strip of passion, quirkiness, wit, feisty flashes of insight—all with the aim of exploring how far creativity can transform experiences for brands, businesses, and the interactive space.

Being Damn Cheeky is about invincible confidence. It’s being headstrong, but with a genuine curiosity about how to make things interesting, playful, and above all, indispensable.

Damn Cheeky is simple. A fingersnap. A 2am “why-didn’t-I-think-of-that-sooner?” idea. Think about Apple simply changing the status quo of a machine’s color. Simple, but cheeky nonetheless. And that’s competitive advantage.

Innovative? Perhaps. But I think that word should go the way of florescent socks. Best buried way back in the closet, along with all those other totally awesome fashion trends.

Well, now that I got you all stirred up, let’s simmer down and explore that Damn Cheeky stuff.