While you can be a real life superhero for the cost of some kevlar body armour and some lycra, being the real deal, ala playboy superheroes (as in the type who are single and wealthy, as in Batman or Iron Man), is apparently a costly exercise. The other day io9 worked out what it would cost to be Iron Man, and moneysupermarket.com pulled together these two infographics.
So William Tapley’s horrible Romney song earned him a place on Anderson Cooper’s ridiculist.
Here’s Cooper putting him on the list.
Here’s Tapley’s response.
Fun times.
Amazing. I can’t wait to try this.
You can even (allegedly) use them to season your food.
From Squidoo, via Lifehacker
This is brilliant. This gun, called the BugASalt, kills insects with just a pinch of salt. You can pledge some funds, safe in the knowledge its already hit its target, to grab yours today. Sure beats swatting.
Arthur sent me this on Facebook.
Ted Turner is a billionaire, famous for inventing Captain Planet, and perhaps less notably, CNN.
When he was young he decided to study the Classics at university. His father, Billboard mogul, was less than impressed and wrote him this letter, now featured on Letters of Note.
Here are some highlights.
I am appalled, even horrified, that you have adopted Classics as a major. As a matter of fact, I almost puked on the way home today. I suppose that I am old-fashioned enough to believe that the purpose of an education is to enable one to develop a community of interest with his fellow men, to learn to know them, and to learn how to get along with them. In order to do this, of course, he must learn what motivates them, and how to impel them to be pleased with his objectives and desires.
Ted Sr thinks the Classics are interesting, but largely useless.
I am a practical man, and for the life of me I cannot possibly understand why you should wish to speak Greek. With whom will you communicate in Greek? I have read, in recent years, the deliberations of Plato and Aristotle, and was interested to learn that the old bastards had minds which worked very similarly to the way our minds work today. I was amazed that they had so much time for deliberating and thinking, and was interested in the kind of civilization that would permit such useless deliberation. Then I got to thinking that it wasn’t so amazing—after all they thought like we did because my Hereford cows today are very similar to those ten or twenty generations ago…
…I suppose everybody has to be a snob of some sort, and I suppose you will feel that you are distinguishing yourself from the herd by becoming a Classical snob. I can see you drifting into a bar, belting down a few, turning around to the guy on the stool next to you—a contemporary billboard baron form Podunk, Iowa—and saying, “Well, what do you think about old Leonidas?” Your friend, the billboard baron, will turn to you and say, “Leonidas who?” You will turn to him and say, “Why Leonidas, the prominent Greek of the Twelfth Century.” He will, in turn, say to you, “Well, who in the hell was he?” You will say, “Oh, you don’t know about Leonidas?” and dismiss him, and not discuss anything else with him the rest of the evening. He will feel that he is a clodhopper from Podunk, Iowa. I suppose this will make you both happy, and as a result of it, you will wind up buying his billboard plant…
…”It isn’t really important what I think. It’s important what you wish to do with your life. I just wish I could feel that the influence of those oddball professors and the ivory towers were developing you into the kind of a man we can both be proud of. I am quite sure that we both will be pleased and delighted when I introduce you to some friend of mine and say, “This is my son. He speaks Greek.””
The bold bit pretty much sums up my thinking regarding the study of Greek. Though it turns out that Ted Jr was probably right. History favours the brave.
This video made me decide that our turtles are definitely live in a tank turtles, and not walking on the road, fighting crime, turtles.
Here you go. A single serving tumblr celebrating the unhappy ending pages of Choose Your Own Adventure books. You Chose Wrong…
from Choose Your Own Adventure #19: Secret of the Pyramids, 1983
from Choose Your Own Adventure for Younger Readers #41: The Movie Mystery, 1987
The running water is back. The wacky rhymes are back. The obscure metre and bad midi sounds are back. Third Eagle is back.
I love that he ends with two thumbs up.
It seems obvious that you can’t do this. XKCD does the math (or physics) to demonstrate that not only is it impossible, it’s also fatal for pitcher, batter, and probably the entire city…
“After about 70 nanoseconds the ball arrives at home plate. The batter hasn’t even seen the pitcher let go of the ball, since the light carrying that information arrives at about the same time the ball does. Collisions with the air have eaten the ball away almost completely, and it is now a bullet-shaped cloud of expanding plasma (mainly carbon, oxygen, hydrogen, and nitrogen) ramming into the air and triggering more fusion as it goes. The shell of x-rays hits the batter first, and a handful of nanoseconds later the debris cloud hits.”
It’s not all bad news though. The batter gets on base.
A careful reading of official Major League Baseball Rule 6.08(b) suggests that in this situation, the batter would be considered “hit by pitch”, and would be eligible to advance to first base.
I love this stuff. The XKCD “What If” blog is tackling similar questions on a weekly basis. Like trying to figure out how much power Yoda could generate via the Force.
Savvy user generated content is pretty much the holy grail of social marketing – or marketing of any sort – generating “buzz” also known as “word of mouth” also known as “having other people blow your trumpet for you” is the best, and most cost effective, way to spread the word about your product, cause, church, or company.
But boy can it go wrong. The Qantas Twitter fiasco is a testimony to that, as is the time Justin Bieber let people vote for where his next international tour would take him – the denizens of the Internet made sure North Korea topped the vote.
There have been a few funny campaigns like this in recent weeks, where the collective imagination, or hive mind, of the Internet has turned on a couple of campaigns – in the crosshairs, in the United States, weighing in as one of the biggest companies in the nation, is Walmart, but Australia is not immune to such frivolity, as Queensland Rail can attest.
Walmart ran a vote to sent a hip hop character known as the Pit Bull to any of its stores, well, the store that gained the biggest number of likes. Voters jumped on board to send him to the smallest, and most remote, Walmart in the country with a campaign called #ExilePitbull. At Kodiak Island. Somewhere in Alaska. Where Russia is visible from the sporting goods department. The campaign seems to have originated from a Boston website called The Phoenix.
Walmart embraced the result, so Pitbull is off to Kodiak Island.
Churchm.ag has a good little analysis of the Walmart situation as it pertains to social media marketing for churches.
A couple of months ago QR launched a train etiquette campaign, where its online followers could generate, or customise, their own “Super Simple Stuff” campaign poster. The interwebs took over, many of the posters that resulted are far too crude to share, but it’s fair to say the campaign backfired.
Here’s a relatively tame example. Via Know Your Meme.
Queensland Rail responded pretty much the way they had to when the Courier Mail turned the campaign’s memeness into a story.
“The etiquette campaign has encouraged customers to be aware of their own behaviour and think about what is socially acceptable behaviour while on the City network,” he said.
“Since its launch in September 2011, our campaign has sparked a lot of interesting discussion on train etiquette faux pas.”
The third little example is slightly different – Shell Oil is facing a parody campaign, some environmentalists have created a page that looks very similar to Shell’s own website. The parody site gives people the chance to generate an ad that looks a lot like a Shell ad – and these have spread around the net.
Here’s the ad I just made.
Image Credit: Arctic Ready Generator
Some “social media commentators” couldn’t tell the difference between satire and real life, and slammed Shell – who have been forced to be pretty gracious about the whole thing. This confusion was exactly what the campaign was designed to achieve. The campaign even involved setting up a fake Shell account to respond to the campaign…
That reaction highlights something interesting about playing in this sphere. If someone has it in for you online – like Greenpeace do with Shell – there’s not a whole lot you can do about it to come out a winner. The SMH piece has a few opposing perspectives on the issue…
“As an observer it would seem Greenpeace actually wants Shell to take legal action, which of course would draw even further attention to their campaign,” said McDonald.
“For Shell it’s the nightmare of juggling perception and reality and right now they are probably damned if they do, damned if they don’t.
“My only advice to Shell in this instance would be to suggest that they launch a fake Greenpeace site and laugh it off.”
And…
“”It’s behaving, smelling, looking as though it was Shell under siege so the only way that you would ever know that it wasn’t Shell is through the Twitter ‘verified account’ but I know that a lot of brands haven’t gone through the verified account process.”
Gloria said she saw a real Shell “Let’s Go” banner advertisement on a US site that “looks identical” to the spoof Arctic Ready site.
She said Greenpeace had realised that it was much more effective to campaign online rather than appearing as “hippy do-gooders”. Why chain yourself to polar bears in the Arctic when you can create a fake Twitter page and do more damage?
Gloria criticised Shell’s response, saying it was behaving too “corporate” and not adequately responding to the campaign in the channels where the hijacking is occurring.
“They mistakenly believe they will give Greenpeace traction by ‘dignifying’ a response. Unfortunately the opposite is occurring – by not responding, Shell look corporate and out of touch,” she said.
I tend to sit somewhere between the two – Shell needs to do something funny and brand salvaging, in a voice the collective mind of the internet will appreciate, or it needs to issue a mea culpa on its practices and promise to change, and then actually deliver (a bit like Maccas have done with responding to rumours and criticisms about their burgers in Canada)… This is partly to do with having thought out a Crisis Communication Plan for social media stuff – which the books I reviewed last week touched on, and also with figuring out your “voice” or personality online so that you can respond accordingly.
Of the three situations, only Walmart has come out a winner, QR hasn’t been particularly damaged, but at the very least their campaign shows that not all publicity is good publicity, and the Shell situation surely demonstrates the utter foolishness of that idea – their brand is being hammered and laughed at, with no potential positive outcome, unless they think that motorists are more likely to think Shell when their “fuel empty” light flashes up on the dashboard on their next drive, and less likely to think about dying polar bears.
This Flickr set of Reformation images reconstructed using Lego comes a semester too late for me… but given that I think Luther was all for communicating truth using every available medium, I reckon he’d love this.
This is a nice little addition to these book reviews… if we want cut through for the gospel online, in all of these channels, we need to remember we’re competing with a lot of white noise as we try to get the signal out. This is what gets produced and uploaded in the space of a minute on the world wide web…
Smart Business, Social Business
Out of the 85 percent of people who want companies to be present in social media:
The data is clear. Consumers want to have conversations with companies they care about. They don’t want to engage with corporate entities or logos, either—they want real, live human interaction and two-way dialogue with employees. And this can only be achieved with another person.
“One of the worst things any company can do is create a thriving community and then abandon it. Unfortunately, this happens all too often. Before launching new communities, Facebook fan pages, and Twitter profiles, a company must get a firm commitment from everyone involved to continuously engage in these channels. Otherwise, the company will surely be at the center of criticism and will probably be featured in a Harvard Business Review case study titled “What Not to Do in Social Media.””
“An advocate is a customer who talks about a product, service, or brand without being asked to. These customers may or may not be influential in social media, but that doesn’t stop them from talking about the brand and telling others about it.”
There’s some interesting stuff on the cash value of social media followers…
“In 2010, social media marketing firm Vitrue determined that the average value of a Facebook fan is about $3.60 in equivalent media each year. The firm calculated this using a wide range of clients and their 45 million aggregate fans before arriving at the $3.60 annual valuation. A couple of assumptions Vitrue makes up front are that each status update posted by the company generates an average of one new impression for each fan. It also assumes that the brand is posting two updates per day. Finally, Vitrue placed a value on each impression by assigning a $5 CPM, which translates to $300,000 in earned media per month, or $3.6 million annually, for a fan page with 1 million fans. The mathematical equation follows: 1M impressions × 2 posts × 30 days = 60M impressions 60M impressions / 1,000 × $5 CPM = $300,000 $300,000 × 12 months = $3.6M $3.6M / 1M fans = $3.60 The one flaw in this equation is that the $3.60 valuation heavily relies on the fact that the company needs to post an average of 730 status updates a year to reach that $3.60 value per fan. That’s just less than two posts per day, which is extremely high; sometimes overengagement can appear to be spam and can result in a loss of fans.”
And a bit on the amplification that social media platforms allow…
“For example, assume that company A has 1,000 Twitter followers. Every time it shares a piece of content, its potential reach is 1,000. Of course, this number will naturally grow as the company acquires more followers. The reach of the messages will increase exponentially as more followers retweet the message. If one of the company’s tweets gets retweeted 10 times and each of those followers has 1,000 followers, the total reach of that branded message would be the following: 1 tweet × 1,000 followers = 1,000 10 retweets × 1,000 followers = 10,000 1,000 + 10,000 = 11,000 total reach An engaged community that finds value in content that is shared on Twitter is likely to share that content with its own microcommunities.”
The plan this book advocates is fairly similar to that presented by Likeable Social Media.
The first two steps are pretty much described by Likeable. The strength of Smart Business is the emphasis it places on listening to what people are saying online – you can join all sorts of conversations by monitoring when people on Twitter are talking about relevant issues, and even what people in your area are talking about with a tool like Nearby Tweets.
Part of doing social media well online is understanding how people behave online, and what sort of people you want to “empower” or build systems around. The book divvies up people according to how they use the net.
The book also advocates finding advocates who will do the talking about your business for you – or, in the case of ministry, will use the channels you create to share the gospel (and stuff about your church) with their friends.
“Whatever the reason, advocates are vocal, passionate, and unafraid to praise the brand (both online and offline). In some cases, advocates even defend the brand against criticism and negative feedback. And even though they might not have hundreds of Twitter followers, Facebook fans, or RSS subscribers, the conversation with advocates about the brand is always authentic. Why? Because they’re being real and aren’t trying to impress anyone.”
You’d hope that comes with the territory of being part of a church – that should involve a significant level of personal investment.
Like every social media textbook everywhere, Smart Business relies on the premise that content is king – and that producing engaging content is fundamental to any social media success. It makes a distinction between proactive and reactive content (this distinction pretty much applies to all forms of consumer/public relations).
“Proactive content considers all outbound engagement and includes the sharing and distribution of brand-related messages on corporate blogs, Twitter, Facebook, YouTube, and other owned media properties. Proactive content can include product- or company-related announcements, industry perspectives, contest management, and other promotions…”
Proactive content gives you the opportunity to plan. This is something we do at Creek Road, because the service, not just the sermon, is defined by the big idea of the passage, we are starting to think about how we build the big idea, questions, and application, into our use of social media. This little snippet from the book is particularly useful.
“Some companies create just weekly or biweekly editorial calendars. However, it’s good practice to also maintain a six-month thematic calendar that documents and includes upcoming events, holidays, product launches, and other topics of interest to customers.”
Reactive stuff relies on having that carefully defined voice, and being quick to engage with criticism – preferably in a winsome way. It’s also worth reacting quickly to positives too, there are some great case studies in these books where encouraging and affirming people who have taken the time to engage with your product has worked to boost the good vibes involved as the interactions spread through people’s networks…
“Reactive content happens as a result of listening to conversations on the social web and responding when relevant. It can certainly include responding to comments on corporate blogs, Twitter, and Facebook, but it can also entail leaving comments on third-party blog posts.”
Here’s a “slideshare” that goes along with the premise of the book.
The author, Michael Brito, writes a blog, and you can also follow him on Twitter. He’s also produced an infographic that might help you think about the web.
This book was harder going than the other two books, but it was pretty useful, especially as a companion piece providing some of the technical background and research to support the conclusions the other books assume.
I really enjoyed this book. This was actually my second time through (I’d read through it on a previous holiday) – but I wanted to skim over it again having read Platform
“In the beginning, there was Adam and Eve. Eve said to Adam, “You’ve got to try this apple,” and the first marketing interaction in the history of the world had taken place.”
The fundamental conviction at the heart of this book is that word of mouth marketing is the most powerful form of marketing (I agree), but that harnessing word of mouth marketing and even generating it – especially in the age of social media – requires a bit of thought and deliberation, and then an ongoing commitment to being present in a persistent and authentic way.
“Who is better to defend you against negative posters, you or your thousands of happy customers? What kind of company would you rather do business with as a consumer—a company that publicly answers every single customer, or one who seemingly ignores many customers?”
The thought and deliberation happen at the level of thinking about your brand’s personality and the substance or content you aim to share to engage and benefit your audience.
Being authentic means speaking in a language that really represents who you are, but also in a language that resonates with the people you want to connect with – this means, in business, avoiding corporate weasel words or legalise, in the Christian sphere it’ll mean avoiding jargon and in crowd stuff.
You also need to have some grasp of the way each social media channel works, and use that knowledge and the thinking work you’ve put in to figure out a strategy for how you use them (or don’t). I’ve put together something like a social media strategy a while back which has some info about how Facebook works, amongst other useful things, but this book is helpful because it gives you practical homework at the end of each chapter that will leave you with a good sense of how to take your next steps into the world of social media.
There’s some stuff in the book that’s incredibly useful if you’re looking to promote a specific product where you want a purchase decision (which I don’t think you can do with the gospel – there are a few more categories that probably need to be esablished than a Facebook ad or status update can accomplish) – so this advice is relevant for events, or for people who are looking for tips for a small business, there are lots of pearls of wisdom along the way, like:
“Write five sample Facebook updates that combine an engaging question or valuable content with an irresistible offer, and link to your website to buy or learn more. Test, track, and measure the results in order to optimize for future ROI.”
To translate – even when you’re selling something you want to be hooking people with the update so that even if they don’t act, they engage, and including some sort of call to action. And you should experiment till you get it right. This is a theme Platform develops in more depth, I’ll be reviewing it in the next couple of days.
In my experience, and I, at last count, administer Facebook pages for about 20 different churches, events, and businesses, the pages that do this stuff well, and thoughtfully, are the ones that take off – so one page, for a popular drag racing team, has gone from 0 to 7,000 fans in about six months, just by having a well thought out brand, carefully driving people to their page, providing good content, and urging people to share the love and invite their friends.
Here are some examples of helpful “homework” from the book.
1. If you’re a one-person operation or a very small business, write down five things you could say that would seem inauthentic or that sound like marketing-speak to a customer. Then write five examples of how you could say the same messages in a more authentic way on Facebook.
2. If you are part of a large organization, create a plan for how to represent yourself authentically. Recognize that authenticity won’t be easy but that it’s essential. Meet with key stakeholders and management at your organization to determine how you can make communication more authentic across all channels, especially on social networks.
3. If you already have a social media policy, examine it carefully to ensure that it encourages authentic communication, and tweak it if it doesn’t. If you don’t yet have a social media policy, draft one now.
4. If multiple people are responding on Twitter on behalf of your organization, have them sign tweets with their name or initials.
1. Create a social media policy that insists on honesty and transparency as the default expectation. Review with other key stakeholders in your organization what company information, if any, is off-limits and how you can better embrace openness and transparency while still keeping this in mind.
2. If you work at a large organization, determine whether your chief executive officer can effectively use social media tools such as Twitter and Facebook herself to be the ultimate transparent representative of your brand.
3. Closely examine your social media policy to make sure it is aligned with the values of honesty and transparency at its core. If it is not, consider what you could add to help instill these values. Include references to the Word of Mouth Marketing Association’s code of ethics.
4. Write down three ways you could respond to questions and comments on social networks in a more transparent way in order to further build trust with your customers.
And here are some helpful quotes from the book…
“The formula for ad success is not to link ads to your website or shopping cart but to link to your fan page. Connecting users to your page encourages them to engage with you. They might enter a contest or ask you some questions about products, services, or your industry. They have the opportunity to connect with other people in your community.”
“Also, forget the notion that YouTube is about creating “viral videos” and getting millions of views. Is it possible to create videos on YouTube that will go viral? Sure. But think of the last 10 viral videos you’ve seen on YouTube. Chances are few of them, if any, were created by or for a business. Most of these videos take off organically. Videos that are “produced” don’t tend to go viral. What makes content viral is that very thing that often can’t be produced: the spontaneity of human experience. Even parody videos are based from the initial experience that was captured on video and released to the world, then deemed viral.”
“Many company blogs are unsuccessful because they are updated infrequently, and too often they’re updated with press release-like broadcast material, rather than valuable resources or content. With a blog, you have the opportunity to include longer text updates than you’re able to through Facebook or Twitter, as well as incorporate photos, videos, polls, and other multimedia. You can also tell stories at your own pace and on your own terms.”
One of the central theses of the book, if not the central thesis, is that being successful on the web means being prepared to give away good material in order to build your brand, and goodwill.
I think the great take home messages for people in ministry, or people who are thinking about how to use Facebook for Jesus, is that churches looking to use social media to help spread the gospel, as a way of connecting with people, the secret is in empowering those in the pews to be using your church’s presence as a bit of a call to action in their use of Facebook – we should be encouraging those who are keen ambassadors of Jesus, and members of our church communities to be talking about both Jesus and church in an authentic and engaging way online, we don’t carry the entire weight of producing good content that people will engage with (though our church/ministry pages should be doing that).
There are some interesting ways I’m thinking we could use Facebook advertising spinning out of this book – you could target people who say they’re Christians who have just moved to your area (changed location), you can target friends of friends to invite them along to evangelistic events, you can target people who aren’t Christians to welcome them to your area with the offer of a welcome pack if they like your page, you can target engaged or married people in your area to offer pre-marriage counselling or to advertise a marriage course. Facebook advertising is fairly powerful stuff – which is why it can be insidious when used by unscrupulous people. I read someone I respect greatly who said that the low quality of advertising on Facebook was enough to drive him away from spending advertising dollars, and someone yesterday suggested the inappropriate ads he was receiving were causing a rethink about Facebook’s values – but it’s not Facebook that does this, beyond an algorithm, it’s people using the data and likes you’ve supplied to target you – the key to improving the standard of ads on Facebook is liking more particular stuff (the ads I get are almost exclusively coffee related), and for advertisers – the key is producing relevant ads that might cut through some of the noise of weightloss ads, dating service spruiking, and whatever else you get coming up on your profile.
It’s interesting too that the emphasis on social media success seem to fall around characteristics that are emphasised by Paul as either parts of his ministry, so he has a fairly cross-shaped approach to ministry that emphasises ethos and substance over flashy and impressive stuff, or the modern equivalent. Authenticity. Loving others. Being selfless. Responding to situations that emerge with humility, integrity, generosity, and grace… the guy who wrote this book is basically the most successful social networking consultant going round – and he’s essentially advocating that people behave sacrificially in what they give out online, though he’s doing it with the expectation that it will eventually produce material returns, and we’re expecting that it will build goodwill that will get the gospel a hearing.
There are some great ideas in the book about what sort of content makes good Facebook content and boosts engagement – the ultimate goal is being likeable, and getting people to share the stuff you’re putting out there, which I guess raises a question about how we get people in our churches on board with this and thinking about themselves as ambassadors when they’re online, which probably taps into a bigger issue regarding how we get people to think about ambassadors when they’re offline. Part of authenticity is making sure that the experience people get of our church family is consistent both in the virtual world and the real world.