The Elusive Fish — Creative Services

Hyperlinks may subvert hierarchies, information may flow freely and the tyranny of geography may be toppled by the Internet, but despite the marvels and wonders this communications tool affords us, it’s important to remember simple Newtonian physics are at play.

Newton’s First Law.
An object at rest tends to stay at rest.

This is doubly so when that object is someone’s behind, firmly at rest in a chair facing the computer.

The rate and ease at which ideas pass along the net give it the appearance of a frictionless medium. Bookmark, email, blog and tweet this idea and it will smoothly spread across the globe.

But transforming an idea to action, aye there’s the rub. That’s where the true mettle of an idea is tested. Few ideas have the momentum necessary to propagate onward, let alone push an individual out of their chair. Getting them out the door and into the streets? Best of luck to you.

Unless your idea attains significant velocity, or is of such weight and importance, do not expect the object at rest to do anything other than remain at rest.

Y’canna break the laws o’physics, Cap’n. Plan your approach knowing that you’re not getting that rump out of the comfy chair without a good push.

Can your goals be achieved through the propagation of an idea?

Every Creative Commons licensed work is an invitation to share that work. By passing along the work, you also spread the idea that the sharing of intellectual property can have value. You bring awareness of the Creative Commons and, along with it, the larger ideological issues that surround intellectual property and copyright.

Seth Godin talks a good deal about this in his book, The Idea Virus. Don’t worry about having to get up out of your chair. Seth has made a copy available for download, free of charge. In making his book free and available, he makes it all the more likely that you’ll divert your time and attention towards his ideas. The greater his ideas take root within the business culture, the greater the demand will be for his thoughts and opinions in future. Future book sales and consulting gigs made possible by the spread of an idea.

Can you defer, delegate or eliminate the need to physically move?

Getting folks to dedicate an afternoon towards making pies for bake sales in support of the local hospital is far more difficult than wresting a cheque out of their hand. Far easier, still, is allowing folks to make a one-click donation. Take Child’s Play, for example. Each December, the gaming community rallies to raise toys and cash for children’s hospitals around the world. The idea is quickly spread throughout the community by way of links, banners and badges. But the giving of toys is made easier still by way of wishlists on Amazon.com and cash donations via PayPal. Last year, they raised over $1.3 million.

And speaking of Amazon, has buying ever been easier? I log in and immediately find what I’m looking for. If I’m ready to buy, one-click and it’s on it’s way to me. If I’m not sure, reviews from other consumers help firm my decision or push me towards an even better purchase. I don’t have to wander aisles, hunt down sales clerks or wait in lines. In but a few days, the products will arrive on the doorstep. Their new gadget, the Kindle, even saves you the trip to the doorstep and satisfies that desire for instant gratification by downloading the book directly into the machine, any time, any place.

If you can’t, realize that you will need to build your idea into something of significant substance or to such a velocity that there is no choice but to take action.

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On October 23rd, I had the pleasure of sitting on a panel with Donna Papacosta and Dr. Joan Vinall-Cox, speaking on the subject of blogs, RSS, wikis, social bookmarking and so forth. Here’s my end of the discussion:

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The other day, I was asked, “when was the last time you posted an article to your blog?” I was embarrassed to answer ‘not since May.’ Actually, the last post was mid-June, but still far too long to be riding on tweets from Twitter alone.

So let’s have at it, and leap right into the fray.

Mitch Joel and David Jones both have excellent posts a couple days ago around the issue of younger PR & Marketing bloggers with less experience, and are they potentially shooting themselves in the foot by issuing absolutes without fully understanding the topics on which they speak.

Mitch raises the specter of how an inexperienced ranting may reflect years from now when Google still dredges the article to the forefront. “…go back and look at some of the stuff you wrote five years ago,” Mitch advises, “I know that my opinions at that moment may not reflect my current state of mind.”

Now, I’m sure that Mitch isn’t advocating self-censorship when he advises people to “be a little more careful what they post.” I agree. Don’t post in haste and don’t post in anger. The rule I hold for myself is that I never put into writing anything I wouldn’t feel comfortable defending in front of a boss or a judge.

Use the cup of coffee rule. Before you hit ‘publish‘ or ‘send‘, go out and get yourself a cup of coffee. When you’ve come back, reread what you’ve writ. Is it really the writings you want preserved for all time, or is it the ravings of a crazy person? If the later, make judicious use of the delete key.

Dave asks if those with experience should step in.

If I’m about to burn my hand on the stove, I’d hope that one of my more experienced peers would shout me a warning. But I also know that sometimes the only way to truly learn is when you actually go ahead and burn that hand on the stove. Sometimes no matter what was said, or who said it to you, it really doesn’t sink in that the stove is hot until your fingers are sizzling away on it.

Which brings us back to the question of, what happens if three years from now the first thing that shows up on Google is that you burned your hand on the stove? How do you keep yesterdays published mistakes from being tomorrow’s roadblock?

Three words: tend your archives.

Two or three times a year, take a day off from your usual blogging and review your archives. Slow news days or days when you’re in the creative doldrums are perfect for this. Reading through and reviewing your works of past can be a good way of building perspective on how far you’ve come and just which way you’re headed.

Now - as you read you are going to find factual errors, you are going to find places where you made mistakes, and you are going to find at least one or two instances where, in retrospect, you made a complete ass of yourself. Make note of these posts, because it is time to tend to them.

Now - no matter how tempting it may be, don’t delete the post. Don’t try and hide it. The idea is to come clean, not sweep under the carpet.

Where there are factual errors, correct them. Strikeout the text that is wrong, and add a parenthetical comment that explains your mistake. It’s difficult It’s quite easy to do, and most blog systems will kindly date stamp your strike through to make it clear when the change occurred.

Where new information later became available, add an update to the post and link to the newer information.

Where you absolutely cringe and regret the words you wrote … well, that will be the subject of your blog post today. You are going to write a message to your younger self and explain why they’re wrong and point out exactly what’s led you to recognize those mistakes. Be ruthless with your past self. They’re the one person that can’t hound you in comments. And once you’ve fully explained to your past self whey they were wrong, post an update to the original post that links to your newer understanding on the subject.

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How many different ways can a social media endeavour go wrong? FanLib counts the way.

FanLib is a social network site that aims to create a ‘MySpace’ for authors of fanfiction. Their heavy handed, often misguided and just plain clumsy efforts to monetize a community give the rest of us valuable lessons to take note of.

Fanfiction are stories about characters or settings by fans of the work as opposed to the original authors. Fanfic has a long history, but the internet has really helped push a hobby and pastime into a thriving community. For pretty well any TV show, movie or book with a following, you can find a collection of stories penned by fans who wish to explore further or alternative renditions. There are numerous forums, archives and collections dedicated to the practice.

Enter FanLib. “In synch with the Participation Age, FanLib’s community-driven online experiences produce consumer-generated media that is ready for the marketplace. The result: More value for marketers, more manageability for producers and, most importantly, more fun for fans.” Can I see a show of hands from anyone who feels that sounded sincere and authentic? Yeah. Me neither.

Their intial stumble onto the scene was to spam a number of authors of fanfiction. “Dear [insert fan name], I saw some of your [insert media property] fan fiction online and really enjoyed your writing. We’re impressed by your writing and value your opinion. That’s why we’re inviting you…” Flattering until you realize every other fanfic author you know received the same letter with the same praise.

I highly recommend a quick read of miera_c’s exchange over this email. Of specific note is when the one email to her which still included some of the company backchannel discussion, “She got a little hostile in her second reply, but it looks like she’s softened up a bit.”

If you were to poll the average guy on the street to describe who would write fanfiction about Star Trek or Harry Potter, I’m sure the answer would be either ‘teenage boys’ or ‘one of those trekkies that lives in his mom’s basement’. But if you were a part of the community, you would know that the majority of fanfiction is authored by women in their mid-twenties/thirties. So it is almost predictable who FanLib chose to target with their ad campaign.

Around this point, FanLib’s previous marketing materials came to light. They’ve been removed from the website but live on in Google cache. Of specific focus was the following:

MANAGED & MODERATED TO THE MAX
All the FANLIB action takes place in a highly customized environment that YOU control.
* As with a coloring book, players must “stay within the lines”
* Restrictive player’s terms-of-service protects your rights and property
* Moderated “scene missions” keep the story under your control
* Full monitoring & management of submissions & players
* Automatic “profanity filter”
* Completed work is just 1st draft to be polished by the pros

You can just imagine how much the community appreciated the colour in the lines concept as most fanfic is geared towards colouring outside the lines.

Now - when the community you’ve decided to thrust yourself upon is questioning your sincerity and motives, and your entire business plan depends upon them providing you with free content, what do you do? Well, according to the FanLib marketing playbook, the only thing to do is flame respected members of the community.

Granted, in an interview Chris apologized for his “…idiotic post across multiple blogs and for my offer to open a dialogue that I was unable to follow through on…”. But immediately following that interview being posted, Chris votes favourably for himself and FanLib in a poll asking whether the interview changed your mind. Under the username mimbo, Chris writes “Cool! I’ve been hoping for a site like this”

You can find many other examples across the net where Chris posts under ‘mimbo’ yet fails to disclose his connection to the company.

Needless to say, it’s a safe bet that the $3 million in financing this company received is going to see an absolutely lousy ROI.

The saga continues to play itself out at the Livejournal community Life Without FanLib.

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I didn’t catch it when it originally came through the feed from Crunchnotes, but after both Shel Israel and B.L. Ochman commented on a video from the Wrike development team, I had to take a look. Shel asks “(1) What is the name of the company? (2) Just what did they launch?” B.L. adds “I hope they know more about software than they do about marketing.”

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So last Wednesday’s Third Tuesday Toronto event at the Elephant and Castle was quite good. I had a wonderful conversation with Shel Israel. Was introduced to and had great discussions with Omar, Sonja, Rick and his daughter Jennifer. I’m quite enjoying the Third Tuesday events. I’m a shy and introverted fellow by nature. My natural inclination at social gatherings is to find the largest potted plant to hide behind and quietly sip my drink until I can make a graceful exit. But walking into Third Tuesday is like walking into a room full of friends. I already know most people from their blogs or podcasts, so I’m able to eschew most of the mental blocks which would normally keep me a wallflower and actually converse and get to know better the people.

Of course, like any dinner party, you pull out your most witty and wonderful anecdote. I was lucky enough to have a fresh one - not yet blogged or shared outside of my wife. But what was interesting is the uniform reaction I received from those I told the tale to.

Each and every person responded with, almost word for word the same sentence “Oh! You HAVE to blog that.”

Time was, when a story told at a dinner party was good, you knew it because you’d get a laugh or a grin and people wouldn’t find an excuse to run and hide from you at the earliest opportunity. When a story was really good, they would drag someone else over and bid that you repeat the tale to them. Hence the night would eventually wind into a continual loop of the story as more and more are dragged over to hear it anew.

But now, I guess you can be sure a tale is really good when they insist that you blog it - literally sharing it with the world. And if the story is really, really good you will know it because you will see it flying across everyone else’s feeds before you even boot the computer to blog it yourself.

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There has been a meme floating about social media circles that the measurement of value of new media is not in how many you get to listen to your message, but rather who it is that listens to your message. A podcast that’s listened to by a handful of C-level executives is of more value to a supplier of that business, than one that’s listened to by hundreds on the shop floor. A political blog that’s reaches a single individual in a position to create change is of more value than one that hits thousands of the unwashed masses. A vidcast about better techniques in washing that hits a thousand of the unwashed masses is better value than if it hit a million sparkling clean folk.

You get the idea. Matching your message to the person you most want to hear that message, or to a person best suited to amplify your message, is where the value lies. It’s not how many you know - it’s who you know.

But there’s something even more valuable than having your message heard. That’s having your message acted upon. I will take having my words sway one individual to action over landing upon a million deaf ears any day.

When you set words to the screen, speak into the mike or step in front of the camera - you have a moment of opportunity to reach someone. A chance to make a difference in their life.

Sometimes that difference is small. You gave them a chuckle on an otherwise dreary day. You sent them into a moment of quiet reflection and thought. You convince them to click a link or to take a look at something or to register for some new service.

Sometimes the difference is huge. Your words cause someone to change the course of their life. Inspire someone to take a leap. Propel them out of their chair and out into the streets to bring about an actual change in their own life and the life of others.

In most cases the changes are elusive and near impossible to track. Someone quotes your words at a dinner party. Someone is humming a podsafe tune you introduced them to on the subway ride to work. Someone stays up late into the night reading a book purchased on the strength of your recommendation.

Now when you can match your message to your optimal listener and spark them into action … then you’ve really won the day.

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Oleg Kuzin, a fellow member of the Halton Peel Communications Association, and certified translator has recently begun blogging. His blog, Translator’s Musings, shares his insights into the world of cross-language and cross-cultural communications.

One thing that Oleg shared over the HPCA mail list is that since beginning his blog, a Google search on his name now ranks him in the top 10. What’s more, he’s discovered 13 different sites that mention and link to him (… you can make that 14 now Oleg).

Another member replied “it sounds good but… someone first has to know your name and know you exist to come across your listings. You have to become well known in a first place. Isn’t it catch 22?”

There are some benefits of coming up as number one on Google under your own name. I don’t know about the rest of you, but more and more I’m choosing to do a quick Google on someone before I hire. There’s something a bit impressive about being among the top ‘Rob Clark’ entries out of 20,000,000 possible results. But then I don’t expect many to Google Rob Clark aside from prospective clients, family or long out of touch friends. Likewise, I don’t expect many are searching for Oleg save for the same.

But then, being first as a search under Oleg isn’t the real win for Oleg. What’s moved Oleg to being the first are all these people linking to him. Each of these 14 sites linking to him have an audience. And these audiences have now been introduced to Oleg and his work. What’s more, they’ve been introduced in a way that helps to assert Oleg as the skilled expert that he is. This is not the blind referal from a driectory or a nameless and unaccountable ad. This is true word of mouth from other communicators, professionals and experts.

But even that’s not the real win for Oleg.

The win for Oleg is that these links all refer to him and his profession in the same breath. Right now, these links are enough so that the search engines, when queried about Oleg Kuzin, naturally assume that we must want Oleg Kuzin, the certified translator who all these people are linking to. Given enough links, and the search engines will begin to suspect that when you search for a ‘certified translator’, you surely must mean ‘Oleg Kuzin‘.

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Take a lit match. Hold it up to the wind, or drop it to the concrete and it will extinguish. But if you carefully place it amongst kindling, tend to it and feed it, it can become a roaring fire. At a certain point you can sit back and enjoy the flames… but don’t rest on your laurels too long or you’ll have little left but some glowing embers and ash.

If you have a blog… then for heaven’s sake, blog. But don’t just limit yourself to your own blog. Explore the greater community and participate in the discussion. If you have a podcast, get yourself listed in all the directories you can. Supplement it with detailed shownotes and/or a blog. Listen and comment on others podcasting in your field. Participate in the discussion. If you have a wiki you have to add material to it and a forum needs you to post to it again and again. A website that just sits there is going to just sit there.

This is a dismaying notion to many who thought they were done with their website after cutting the cheque. They expected that you could simply build it and they will come. But the truth of it is you have to feed the fire.

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