Collaborative Ideation

Social Media Measurement: You Are What You Measure

2008-12-31T15:01:44Z

There is an ever-present metric that looms over meaningful engagement. It is an artifact from the industry that long ago accepted its flaws, but continues to sell campaigns and drive efforts to make brand messages measurable.

We have sufficient data to suggest the recommendation of a trusted colleague, friend, or family member is more influential over purchasing decisions than that of traditional advertising or media editorial. [92% compared with 48% and 42% - WOMMA] These relationships are built upon trust. The pulse of an online community is regulated by that underlying economy of trust that gives credibility to every participant's contribution to the conversation.

Trust is not a factor in calculating impressions.

Measuring sustainable word of mouth about a brand that is both meaningful and relevant to a community means focusing on the velocity, engagement, and adoption of a messaging strategy, and less on the estimated impressions resulting from the placement.

There is a place for reporting impressions. However, this should only be one metric with which a brand measures its success in building long-term relationships and sustainable word of mouth marketing and social media strategies.

One One
Million Eyeballs versus Hundred Hearts

Disclosure Is Not Enough

2008-12-04T15:00:14Z

Photo Courtesy: Mikael Altemark

Paul just posted an open question concerning a potential ethics code violation at the WOMMA blog.

I think the active parties perceived their actions to sufficiently disclose their relationship and intention of spreading messages on behalf of their client, Motorola. Listening to the growth and adoption of the social media mindset within the world of PR and marketing, I actually think astroturfing was the furthest objective from their minds.

However, there is a very traditional mentality at work here wherein agencies see the internet as a place to put or publish messages for a brand.

There are too many definitions for authenticity when it comes to online participation, and too many inauthentic "hits" / one-off messages that completely miss the value of participatory consumer marketing.

From a blogger's perspective:

It's not enough to disclose your affiliation when you are advertising in our comment boxes.

Take the time to get to know us.

This means introduce yourself, then contribute.

If we like you, we'll embrace your message (And, it will be a lot more effective if it comes from our voices instead of yours.)

Your job is not to get the message out there - it's to show us that you care enough about the community for us to get the message out for you.

For a DWOM practitioner

Make the message relevant, personal, and 'invited.'

Bloggers still want your participation!

Re-align your tactics with your program goals in such a way that you are building marketers of bloggers - as opposed to marketing to bloggers

Be visibly authentic.

How else can we help drive sustainable word of mouth marketing best practices to not just abide by a code of ethics such as the ones put forth by WOMMA, but to actively seek relevance and authenticity within the communities they hope to foster long-term brand advocacy and earn trust?

Capture Collage Courtesy Gizmodo

AntiSpore.com proves serious business

2008-09-12T20:04:29Z

Some brilliant work appears to have been behind AntiSpore.com. The website postured itself as fundamentally creationist, and attacked the 'evolutionist dogma' brought to life though EA's new game, Spore. The game allows players to temper the evolution of lifeforms by design. This was antithetical to the beliefs of AntiSpore.com's writers, and stood for several breaches of morality that were the content of each post.

Yesterday, the truth came out.

AntiSpore -> RickRolling Spore's Fanboys --> The Internet Is Serious Business

Augmented realities presentation at VW08

2008-09-05T15:20:32Z

Ryan Rasmussen http://collaborativeideation.com

The Internet Is Serious Business

2008-07-29T21:19:18Z

I couldn't help but clip this search result.
Precisely the kind of thing that keeps this fun.

Dr. Horrible's Sing-Along Blog

2008-07-16T02:00:10Z

Joss Whedon's online serial begins today.
To see Act One, drop by DrHoribble.com.

(I almost missed this one. Thanks Innowen!)

INSILICO - A Cyberpunk Cityscape In The Sky

2008-07-05T19:22:29Z

I started uploading and converting some old machinima to Flickr this holiday weekend. It had been some time since I last stabbed at video. Thus, I mashed together the following glimpse of INSILICO, a new cyberpunk-based sim.

Teleport via SLurl

Age of Conversation 2008: authors announced

2008-07-04T03:05:39Z

The authors for the upcoming Age of Conversation have been released. More information can be found at the official site - Age of Conversation

Adrian Ho, Aki Spicer, Alex Henault, Amy Jussel, Andrew Odom, Andy Nulman, Andy Sernovitz, Andy Whitlock, Angela Maiers, Ann Handley, Anna Farmery, Armando Alves, Arun Rajagopal, Asi Sharabi, Becky Carroll, Becky McCray, Bernie Scheffler, Bill Gammell, Bob LeDrew, Brad Shorr, Brandon Murphy, Branislav Peric, Brent Dixon, Brett Macfarlane, Brian Reich, C.C. Chapman, Cam Beck, Casper Willer, Cathleen Rittereiser, Cathryn Hrudicka, Cedric Giorgi, Charles Sipe, Chris Kieff, Chris Cree, Chris Wilson, Christina Kerley (CK), C.B. Whittemore, Chris Brown, Connie Bensen, Connie Reece, Corentin Monot, Craig Wilson, Daniel Honigman, Dan Schawbel, Dan Sitter, Daria Radota Rasmussen, Darren Herman, Dave Davison, David Armano, David Berkowitz, David Koopmans, David Meerman Scott, David Petherick, David Reich, David Weinfeld, David Zinger, Deanna Gernert, Deborah Brown, Dennis Price, Derrick Kwa, Dino Demopoulos, Doug Haslam, Doug Meacham, Doug Mitchell, Douglas Hanna, Douglas Karr, Drew McLellan, Duane Brown, Dustin Jacobsen, Dylan Viner, Ed Brenegar, Ed Cotton, Efrain Mendicuti, Ellen Weber, Eric Peterson, Eric Nehrlich, Ernie Mosteller, Faris Yakob, Fernanda Romano, Francis Anderson, Gareth Kay, Gary Cohen, Gaurav Mishra, Gavin Heaton, Geert Desager, George Jenkins, G.L. Hoffman, Gianandrea Facchini, Gordon Whitehead, Greg Verdino, Gretel Going & Kathryn Fleming, Hillel Cooperman, Hugh Weber, J. Erik Potter, James Gordon-Macintosh, Jamey Shiels, Jasmin Tragas, Jason Oke, Jay Ehret, Jeanne Dininni, Jeff De Cagna, Jeff Gwynne & Todd Cabral, Jeff Noble, Jeff Wallace, Jennifer Warwick, Jenny Meade, Jeremy Fuksa, Jeremy Heilpern, Jeroen Verkroost, Jessica Hagy, Joanna Young, Joe Pulizzi, John Herrington, John Moore, John Rosen, John Todor, Jon Burg, Jon Swanson, Jonathan Trenn, Jordan Behan, Julie Fleischer, Justin Foster, Karl Turley, Kate Trgovac, Katie Chatfield, Katie Konrath, Kenny Lauer, Keri Willenborg, Kevin Jessop, Kristin Gorski, Lewis Green, Lois Kelly, Lori Magno, Louise Manning, Luc Debaisieux, Mario Vellandi, Mark Blair, Mark Earls, Mark Goren, Mark Hancock, Mark Lewis, Mark McGuinness, Matt Dickman, Matt J. McDonald, Matt Moore, Michael Karnjanaprakorn, Michelle Lamar, Mike Arauz, Mike McAllen, Mike Sansone, Mitch Joel, Neil Perkin, Nettie Hartsock, Nick Rice, Oleksandr Skorokhod, Ozgur Alaz, Paul Chaney, Paul Hebert, Paul Isakson, Paul McEnany, Paul Tedesco, Paul Williams, Pet Campbell, Pete Deutschman, Peter Corbett, Phil Gerbyshak, Phil Lewis, Phil Soden, Piet Wulleman, Rachel Steiner, Sreeraj Menon, Reginald Adkins, Richard Huntington, Rishi Desai, Robert Hruzek, Roberta Rosenberg, Robyn McMaster, Roger von Oech, Rohit Bhargava, Ron Shevlin, Ryan Barrett, Ryan Karpeles, Ryan Rasmussen, Sam Huleatt, Sandy Renshaw, Scott Goodson, Scott Monty, Scott Townsend, Scott White, Sean Howard, Sean Scott, Seni Thomas, Seth Gaffney, Shama Hyder, Sheila Scarborough, Sheryl Steadman, Simon Payn, Sonia Simone, Spike Jones, Stanley Johnson, Stephen Collins, Stephen Landau, Stephen Smith, Steve Bannister, Steve Hardy, Steve Portigal, Steve Roesler, Steven Verbruggen, Steve Woodruff, Sue Edworthy, Susan Bird, Susan Gunelius, Susan Heywood, Tammy Lenski, Terrell Meek, Thomas Clifford, Thomas Knoll, Tim Brunelle, Tim Connor, Tim Jackson, Tim Mannveille, Tim Tyler, Timothy Johnson, Tinu Abayomi-Paul, Toby Bloomberg, Todd Andrlik, Troy Rutter, Troy Worman, Uwe Hook, Valeria Maltoni, Vandana Ahuja, Vanessa DiMauro, Veronique Rabuteau, Wayne Buckhanan, William Azaroff, Yves Van Landeghem

Making WOM relationships meaningful

2008-07-03T03:22:51Z

One of our primary goals as digital Word Of Mouth architects is earning the trust of the communities with whom we want to inspire dialogue and advocacy. Everyone has a story to share, where a conversation with a blogger, influencer, or evangelist fueled a much larger sense of collaboration and understanding.

How did your best relationship unfold? And, where does it stand now?

(concurrent discussion in the Word Of Mouth Marketing group on Facebook.)

Maxwell Street Market - Virtual Chicago

2008-06-29T19:09:21Z

As a relatively new Chicagoan, the fond descriptions overheard from long-time residents of Chicago's Maxwell Street Market aren't much more than an intangible stories. The only artifact that remains of the famous market is a strip along the side of a Dominicks grocery store on Roosevelt Rd.

From the stories I've heard of the food carts, blues b-sides, and everything-under-the-sun for a dollar, touring the Maxwell Street in Second Life was a truly thrilling experience.

Age of Conversation 2 - An excerpt

2008-06-09T23:28:00Z

Having collaborated on the first "Age of Conversation" book, I saw the opportunity to help write the second edition as a method for launching the idea of a conversation on social media a step forward. Last year, my chapter titled "It Is Not Enough To Simply Listen," focused upon the need for brands to embrace the participation element of online conversation. This year, I chose to take the long view of persistent interaction and forecast the ramifications of the trail of digital artifacts we distribute over time.

An interview conducted in Second Life with my friend, Duc Ly

Ryan Barrett over at at CheapThrills offered to collect quotes from authors' submissions. I wanted to post the quote from my article, titled, "A Trail of Digital Breadcrumbs," here at Collaborative Ideation.

A Trail of Digital Breadcrumbs
The Age of Conversation II

" ... every observable action is an artifact of who we are and how we interact with the world. By making public our hearts and minds in the language of shared data, we have the potential to not only interact with the present; we may at some point converse with the future."

As a release date draws closer, I will share the news. I look forward to reading the full submissions written by the rest of the authors this fall.

Seesmic : A look back

2008-06-08T02:43:00Z

The initial enthusiasm first encountered with the receipt of an invite to seesmic waned quickly. What I remember most from the experience was the ritualistic rehearsal of video responses prior to posting. Although online video illustrates our predominant front for offline conversation rather well, never before had I the opportunity to scrutinize my every facial cue during response. Text was easy. Video was a challenge.

I recently returned to revisit the platform. This time, I perceived the hive conversation in a way I had not the first time around. Immersion within the Twitter stream informed this new perspective on the global conversation that was stirring in the public channel.

So I asked the hive, "What does being part of the seesmic community mean to you?

The responses were revealing. In moments, several users replied. Each had a great answer to the question.

Coincidentally (thanks to Woopra) while writing this post I received a visit from another responder, RJ from WorldVentures DreamTrips.

The news of seesmic opening its video commenting system as a plugin for different blogging platforms brought me back to the community. Video comments in Wordpress are great. However, it's worth taking another look at the health of the seesmic community back at the site. The speed with which rich communication ignites foreshadows the potential for future pervasive computing to connect our world in ways we've yet to imagine.

Tumbling Digital Breadcrumbs: The day after SOBCon 08'

2008-05-05T17:16:00Z

I experienced an amazing conference this weekend. I met some terrific people, and learned a great deal more about what it means to be a contributor to the digital commons.

Collaborative Ideation will be going through a number of changes in the next few weeks based upon what I learned. I am still a bit overwhelmed, a sentiment I've heard elsewhere, from the intensity of support and encouragement shared between this year's attendees.

with @Stephen of Productivity in Context

My voice was missing from much of this blog. I never really considered it as such until this weekend - instead it was a sandbox for journaling my online exploration of social interaction through the emergent online landscape.

Injecting "I" into CollaborativeIdeation creates a more meaningful artifact - from a former tumbling trail of digital breadcrumbs.

List of Participants:

Cliff Atkinson
Shashi Bellamkonda
JJ Betts
Chris Brown
Chris Brogan
Harry Brooks
Anita Bruzzese
Dave Bullock
Mark Carter
Brian Clark
Tom Clifford
Clay Collins
Valerie Combs
Chris Cree
Lisa Cree
Thomas Croghan
Donna Cutting
David Dalka
Kevin Dixie
Tim Draayer
Monica Duncan
Easton Ellsworth
Kevin Ferrasci O'Malley
Jonathan Fields
Sarah Filipiak
Mary-Lynn Foster
Annie Galvin Teich
Brian Gardner
Chris Garrett
Jon Gatrell
James D. Walton
Randy Windsor
Sandy Wrenshaw
Joanna Young

Phil Gerbyshak
Jared Goralnick
Karen Hanrahan
Joseph Hauckes
Vicky Hennegan
Scot Herrick
John Hong
Stephen Hopson
Robert Hruzek
Timothy Johnson
Sara
Pete Jones
Todd Jordan
Bob Kakoliris
Christine Kane
Adam Kayce
Kristen King
Scott Kolbe
Jen Knoedl
Stephen Koernig
Bryan Kress
George Krueger
Amy L
Tammy Lenski
James G. Lindberg
Eli Litscher
Rick Mahn
Sim Margolis
Michael Martine
Becky McCray
Michelle Vandepas
Lorelle VanFossen
Colleen Wainwright
Denise Wakeman

Maria Meadows
Cory Miller
Ann Michael
Dawud Miracle
Debra Moorhead
Matthew Murphy
Paul O'Flaherty
Tim Padar
Jesse Petersen
Melissa Pierce
Wendy Piersall
Sandra Ponce de Leon
J. Erik Potter
Karen Putz
Susan R Quandt
Levy Rivers
Barbara Rozgonyi
Jeff Sable
Sheila Scarborough
Mary Schmidt
Derek Semmler
Maria Sharon
David Sherbow
Steve Sherlock
Brad Shorr
Louise Silberman
Sonia Simone-Rossney
Julien Smith
Stephen Smith
Michael Snell
Derrick Sorles
Terry Starbucker
Liz Strauss
Jon Swanson
Ruth M Sylte
Windsor Tanner

Augmented Cognition

2008-04-19T02:28:00Z

"Limitations in human cognition are due to intrinsic restrictions in the number of mental tasks that a person can execute at one time, and this capacity itself may fluctuate from moment to moment depending on a host of factors including mental fatigue, novelty, boredom and stress. As computational interfaces have become more prevalent in society and increasingly complex with regard to the volume and type of information presented, researchers have investigated novel ways to detect these bottlenecks and have devised and continue to determine strategies to aid users and improve their performance by effectively accommodating capabilities and limitations in human information processing and decision making."

Augmented Cognition International Society

"Everything is Miscellaneous" - Weinberger

2008-04-03T17:00:51Z

Google Tech Talks May 10, 2007

ABSTRACT

"David Weinberger's new book covers the breakdown of the established order of ordering. He explains how methods of categorization designed for physical objects fail when we can instead put things in multiple categoreis at once, and search them in many ways. This is no dry book on taxonomy, but has the insight and wit you'd expect from the author of The Cluetrain Manifesto, Small Pieces Loosely Joined, and a former writer for Woody Allen." [link]