Internet Word of Mouth Marketing Trends in 2008

Sam Fleming writes up an interesting article about the trends he sees in Internet Word of Mouth Marketing in the coming year in China. Here are some quick takeaways:

• He predicts a greater interaction of brands, via the Internet, as well as more sites branding themselves as social networking sites (SNS).
• He also says, “…self expression on the internet in China is driven by self exploration of different identities that netizens may feel inhibited to explore offline. Self exploration is better done anonymously. ” In saying this, he predicts ‘netizens’ will still not buy into using real names.
• Facebook still has too many competitors in China to have the power that it has in the U.S.
• PR firms in China are still looking to mainstream media; however, they need to refocus in order to be a part of the Word of Mouth Marketing on the net.
•  Vertical SNS sites will emerge.

Making Information Understandable

While at DLD, I had the opportunity to hear Richard Saul Wurman speak. Wurman is an architect and designer, and a visionary in how to provide information to people in a way that is understandable. I highly recommend checking out one of his projects, 192021.

In an ‘easy on the eyes’ format, he describes how populations will be shifting to create supercities, and the argument that cities need to change in order to adapt to this shift in population. Another example of effective communication with a complex topic.

Visualizing Statistics

Unfortunately, this map is from 2002; however, it provides good visual comparing daily newspaper circulation country to country.

Worldmapper is based on the principle that given a 150-word document, it would take our brains a minute or two to read through the entire text; however, that same information in visual form can be processed at 100ths of a second. Our brains are hard-wired to process visual information at unimaginable rates. This map emcompasses some of these numbers:

• 507 million newspapers distributed daily worldwide
• In Japan, 566 newspapers circulated for every 1000 people
• In China and India, 56.6 newspapers circulated for every 1000 people
• Overall world average daily circulation is 2 newspapers per every 25 people.

These statistics are not applicable today, as newspaper circulation has declined (currently in Germany, 80% of adults subscribe to newspapers, 33% in France and 15% in the U.S.).

Importance of Creativity

Sir Ken Robinson spoke at the TED Conference in 2006 and provided a very moving speech regarding the importance of creativity in society. Here are some of the highlights:

• Kids beginning school now will retire in 2065. We cannot predict the world 5 years from now, let alone in the next 50 years when they will be in the workforce. We need to give them the tools to accommodate all the changes that will take place.
• Public school systems were not created until the 19th century, when they needed to meet the needs of industrialization. The world has changed in the last century.
• More people will be graduating from public education in the next 30 years than throughout all of history.
• Three points about intelligence: it is Diverse, thinking occurs in a variety of forms…visually, kinesthetically etc.; it is Dynamic, the brain is extremely interactive, and Distinct.
• Creativity is the process of having original ideas that have value. Original ideas come from not fearing failure. The current system instills a fear of failure.
• “If a man speaks his mind in a forest, and no one hears him, is he still wrong?” ~ t-shirt
• Education’s tasks should be to educate the whole person.

DLD08 Conference Wrap-up

Whether it was Jeff Jarvis’ advice for big companies to ’stop whining about Google,’ Kinder Lister’s resonating voice that made the room go silent, or Sir Martin Sorrell’s somewhat blunt, but direct and poignant question regarding revenues and profits to tv company executives, DLD 08 was a memorable event.

True to form, there is a wide variety of video, pictures and blogs available on the web, recounting the 3 whirlwind days. Some of those sites include:

• DLD Weblog
• DLD Video Portal
  
• DLD YouTube Channel
  
• Fun DLD Videos
• DLD Photos

Unfortunately, as part of the DLD team, I was unable to see a majority of the sessions; however, far more valuable was the relationships made. I had the opportunity to meet countless interesting individuals, many whom have taken the initiative to start their own companies and pursue what they are passionate about. Moore’s Law says that the processing power of the state-of-the-art computer chip will double every 18 months. Although this point has been recently contested, with technology growing at such a rapid pace, it’s vital that people gather to discuss crucial issues occurring in today’s society.

On the last day of the conference, a gentleman asked me, ‘What are we doing here?’ To which I replied, “networking.” With much of the knowledge available elsewhere, it is the human interactions, which provide the added value to such an event. As technology evolves and content exists everywhere, it will be that added value, which will allow business (though, more importantly, brands) to surpass its competitors and survive.

Thank you, again, Hubert Burda Media for a wonderful adventure. Not only did I have the opportunity to personally meet host Steffi Czerny (an incredible woman who knows everyone) and many of the speakers, including John Brockman, Linda Stone, and Karina Hollekim, but, I also met Heiko Hebig, Luzi Santos and Marielle Hanke, also quite fascinating individuals making a mark in this world.

tuh-mey-toh, tuh-mah-toh…Linguistics in Action

Having arrived in Munich about 2 weeks ago, I have spent my days assisting with preparations for the Digital Life Design Conference (DLD). We have about 120 speakers, and in reviewing the numerous CVs, bios, and life accomplishments, I am absolutely blown away by the intellect, creativity and determination of the individuals attending this conference. A complete list may be found, here. A short list includes Marissa Mayer (Google), Martha Stewart (MSLO), David de Rothschild (Adventure Ecology), Craig Venter (J. Craig Venter institute), John Brockman (author), and Viviane Reding (EU Commission). Not excluding, Dr. Hubert Burda and Yossi Vardi, the co-hosts of the Conference. 

As I have been editing and answering questions over the last couple of weeks regarding the English language, I am trying to find this balance between the English I use daily, what is considered, ‘appropriate’ American English, British English, and the English taught here, in Germany. Does the comma occur inside or outside the quotation mark? Should there be a period after ‘Dr’? What about capitalizing the first word of an email or letter…languages are absolutely fascinating!! In part, it has been standardized, yet, on the other hand, it is solely what is considered acceptable amongst an audience’s majority. The people at Hubert Burda Media have been incredibly kind! Despite the language barrier, they have been extremely generous in providing me this opportunity. Although I anticipate the next several days wrapped in lists, name badges and airport schedules as last minute details are prepared, I also anticipate the laughter, heartfelt handshakes and intellectual curiosity that gives DLD that ‘human touch,’ I have yet to experience at another Conference.  

I am also sure that as these bright minds come together, my own exploration into the future of business and the economy will only enhance exponentially, having the opportunity to listen to so many intriguing speakers. The future of business and the economy lies in building bridges across multiple fields which in the past have appeared dissimilar…hence, bringing together Digital…Life…&….Design.

Marketers Need to Think ‘Less’ to See ‘More’ Bottom Line

I apologize for the short hiatus. I believe it was a form of both self-preservation after an intense semester of intellectual engagement and a form of self-restoration, gearing up for the next ‘adventure’ of my young life. I recently finished reading Barry Schwartz’ The Paradox of Choice, Why More is Less (I enjoy reading about human behaviour and why we do the things we do). As a young professional in the marketing field, I am curious about how the human psyche handles the abundance of decisions we encounter daily, and what this means as more products labelled, ‘NEW!’ and ‘MORE!’ are produced.

Barry talks a lot about how people who are considered ‘maximizers’ (I, myself, included), want the best and will search high and low to make this happen. However, with so many choices nowadays, this becomes quite draining, and individuals will also make the choice, not to make the choice, once the situation becomes too overwhelming.

I am currently assisting with a conference in Munich, Germany entitled Digital Life Design (DLD). This has been amazing! One of the speakers, Linda Stone, spoke last year at the Conference on people’s attention. She discussed how people want simplicity. (Similar to Prof. John Maeda’s The Laws of Simplicity). With all this choice, companies need to focus and simplify and, perhaps not offer as many choices to consumers as originally intended. In our marketing discussions, we’re always discussing product extension, offering ‘new!’ products, and ‘more this’ and ‘more that;’ however, it is vital to acknowledge consumer’s purchasing decisions and buying habits in order to decide what will truly engage their attention.

Vox Alumno

The “Pub Club” (Publicity Club), here, in Boston, MA, recently asked me to write an article pertaining to students’ thoughts on the field of PR.  Thank you, Caitlin!

“Sitting in Barnes & Noble and sifting through books is a luxury I rarely have time for, though truly cherish. Topics, such as how to read body language, the underpinnings of social intelligence and the practical application of the social web tickle my fancy. In reflecting on the common thread throughout my morning’s lessons, I appreciate the human realness that existed amongst all three . . .” more… 

World Wide Web (WWW) Opens Doors for World Bank

Recently discovering ipressroom, I was delighted to begin listening to the wealth of practical PR interviews with influential worldwide communicators. Edith Wilson, World Bank Senior Advisor of External Relations, began with speaking of her passion for ending poverty. Although her career began as an activist, she then continued on to work with Burson-Marsteller, learning the importance of markets in the struggle of lifting populations out of the $1/day poverty line.

The World Bank has around 1,200 employees and works with low-income countries, as well as the lowest bracket of the middle income countries.  She spoke of the Wolfowitz controversy this past spring as an ideal example of the Internet’s power to collapse an institution’s hierarchy. With it’s intranet comment boards filled with hundreds of thousands of employee comments on the issue, the board and staff were conversing 24 hours a day via the net. She also spoke of the Internet’s ability to lower the World Bank’s costs in both listening to the populations it serves, as well as providing them with relevant information. The Internet is breaking down walls, and it is the World Bank’s goal that as the bricks fall, more funds will be distributed to those who need it most.

Not Needed: Chief Marketing Officer Job Description

Reviewing a BusinessWeek article yesterday, I was somewhat, though not entirely shocked, to read a chief marketing officers’ tenure is now 23.2 months, a decrease from 23.6 months 3 years ago. Amidst the increasing rate at which employees are changing jobs, my generation’s desire for full employment satisfaction, the consistent pressure for numbers, and the current volatility resulting from the Internet, I am not surprised at the short-lived affection for a chief marketing officer’s high-pressured position.

The article also mentioned the extremely vague job description accompanied with this title. Not knowing what to do with these CMOs, companies are justifying their dismissal. However, as a Global Marketing, Communication & Advertising graduate student (yes, did you catch the words ‘marketing’ and ’student’ together - not a good combination…equating the job-less with a job perhaps on the verge of extinction), I am not overly concerned.

Despite the possible U.S. economic recession looming overhead and now slow death of the $100,000 education I have been absorbing (slight exaggeration), I see the chief marketing officer’s position as solid as the job seeker/employee makes it. Similar to the stock market, as seemingly future value increases, so does the stock, as a CMO’s perceived value increases, so does the solidification of the position. Just as negative and positive PR can either drastically hurt or help a stock, us, job seekers and employees need to tout our successes from the rooftops, convincing others of our value. We don’t say, ‘CMO - in need of job description,’ we say, ‘CMO - you can’t live without us.’

Is this being truthful? Absolutely. We can only speak the truth of our successes, but, we need to legitimately add value if we’re to stick around. Has added value become more difficult to sustain as instant results are desired? Yes. So, is there any answer here? Unfortunately, no. To add to the complexity, last week my professor suggested to us that satisfaction and work need to be redefined in our country. We’re extremely service and knowledge-oriented (CMO’s included), and the price tag of ideas and information remains to be sorted out.

So what future does this offer for a young professional just beginning her career? Well, to be honest, I’m not quite sure, yet; though, I’m positive it will require the same vitality, curiosity and work ethic the world has required from past generations.