Cymfony's Influence 2.0

Time Magazine Person of the Year: You

In 1982, Time named the computer "Machine of the Year". Now they've gotten it right -- its importance is not about the tool but how it is used. The Person of the Year is You.

 

The two covers make an interesting contrast: In 1982, the computer is the focal point  and the screen shows a bunch of numbers, in a Visicalc-like application. The person is a generic, de-humanized plaster-like statue. The 1982 article raises concerns of computers increasing unemployment, dehumanizing society, and, with the inevitable reference to HAL the computer that runs amok in "2001: A Space Odyssey", how computers would generally mess things up. Little mention is make of networks, none of the Internet, and none of the potential for the computer as a communication device.

Now, it is all about how MySpace, YouTube, and other Web 2.0 applications are changing how people communicate, organize, elect their leaders, protest, and express their will. What a difference 24 years makes.

Clearly, predicting the future is hazardous business. But I'll make this prediction: This acknowledgement will put to rest the notion that Web 2.0 is a technology fad. It is now firmly established as a bona fide societal force.

Blogs Come to Network Evening TV News

CBS Evening News is taking consumer-generated media to the airwaves.

In yet another example of how the worlds of consumer-generated media and traditional media are melding, CBS is explicitly out to change the "voice of God" style typical of network news shows by incorporating opinions from "average" people. They have debuted a new segment called "Free Speech" which, according to a story on MSNBC, will:

• Feature "average" people
• Be a short opinion piece
• Cover everything from the day's hot news story to personal bugaboos
• Feature "distinctive voices"

Last night's segment featured Morgan Spurlock, the author of "Supersize Me" -- admittedly not Joe Average, but not one of the typical media pundits, commentators or consultants who usually show up on the networks. His 1 minute 35-second segment adamantly rejects what he calls the "smackdown hype" of the current media environment in the personal, idiosyncratic, colorful stlye that is the meat-and-potatoes of a good blog, and a far cry from the typical big media company op-ed.

Sounds a lot like the characterstics of a blog to me. In fact, CBS would do well to recruit from blogs for future segments. I'm available anytime....

CBS Evening News Katie Couric Television Evening News Consumer-generated media

My other technology obsession -- alternative energy

I admit it: I'm a sucker for innovative, energy-saving products even if the savings never pay back the higher cost. But my reasons are more complex than showing off to others my environmental concern. And herein is a lesson for marketers about balancing rational and emotional messages to maximum effect.

Since it is Sunday, I will depart from my usual policy of only posting on topics relevant to marketing to vent about a New York Times article I read this week, "Why Appliances Buck the Trend and Cost More." But stick with me, there are marketing lessons here as well.

The author starts from an interesting premise, that while electronic gear packs more features every year, prices decline rapidly for PCs, flat panel TVs etc. "White goods" (refrigerators, washers/dryers, dishwashers, etc) have been increasing their prices while adding electronic controls, water/energy saving features, etc.

Why can one type of product get away with price increases while the other gets into a death-spiral of decreasing prices? The author comes to the conclusion that consumers are actually buying the styling and the look of the appliances, and justifying it with the savings, even though in many cases the higher price more that offsets any dollar savings from energy efficiency.

I can't argue with any of that. The line that ticks me off is when the author draws a parallel between the success of appliances like the high-style, high-end Whirlpool Duet and the Toyota Prius, he says: "The Prius is a feel-good car that runs on sanctimony as much as battery power." Reporter Damon Darlin gets it wrong on two counts:

1) Ask any automotive marketer and they'll tell you that every car purchase is fueled by some emotional reason, and not by gasoline. Why do we never see car reviews that deride Ford F150  or Nissan Titan purchases as a "feel macho car that runs on male insecurity" or a Volvo purchase as a "feel safe car that runs on family protection paranoia"?

2) As a 2002 Prius owner, there is a deeper message we are trying to tell the auto industry: we, the car-driving public, want to see change. We understand the impact our use of the automobile has on the planet, our national security, and the global geopolitical situation, but in our society a car is a necessity. Car makers must get over their thinking that increasing the cost of the automobile will cut into sales -- that only applies to indistinguishable and undistinguised run-of-the-mill models that make up the bulk of their boring product lines. If they come up with something truly unique, with real benefits, there is a market for it.

Since Prius sales have gone from 20,000 to 200,000, there are now 7 other hybrid models on the market, and even GM is getting into the market this statement is starting to have the desired impact. Not to mention the talk of "plug-in hybrids", flexible fuel vehicles, biodiesel, etc. I'd say the automakers are not hearing the sounds of sanctimony, but of cash registers ringing.

Since the days of the early '90's, environmentally-responsible products have failed to go mainstream based on their earth-saving benefits alone: think recycled content paper towels, organic foods, compact fluorescent light bulbs. If it takes wrapping these features in attractive styling and positioning the whole thing as upscale, cutting edge technology, so be it. Just get more of the products into use.

Enough for the Sunday sermon, back to the marketing lesson.

First, truly new, innovative products have talk value. If I'm excited about the fact my washing machine uses 1/3 the water of a normal machine, I'll tell people. I told Pete Blackshaw about my Prius and he went out and bought a Honda Civic Hybrid (see our WOMMA presentation, "A Tale of Two Hybrids"). In the new world of WOM, consumer-generated media, etc. be sure your marketing plan incorporates strategies and tactics that leverage this talk value to amplify your product's differentiation.

Second, consumers do not make a simple, rational decisions to buy things, even such mundane items as appliances. Emotional needs are the real drivers, but people don't want to feel ruled by their whims; they want to be able to explain a purchase rationally. When you find that combination that drives sales in your product category, you'll have a winner.

PS: I also have solar photovoltaic panels on my house, the Miele front-loading, low-water/low-energy washing machine, and all Energy Star appliances. If you want to thoroughly understand my reasons for being environmentally conscious, read Paul Hawken's "The Ecology of Commerce."

MarketingEnvironmentword of mouth

Happy Thanksgiving

There will be light posting over the next couple days as we close the office for the holiday. 

In honor of black friday, here are Oprah's "top picks" for 2005.   Safe travels and happy thanksgiving!

New Models in the News

Today there were several interesting articles and posts about new models for news and communications. In his blog, Jeff Jarvis mentioned that The American Press Institute project to find new business models for newspapers . I agree wholeheartedly with him when he says “it’s not about new models for newspapers; it’s about new models for news.”

As US news consumers are moving away from printed newspapers, the news business needs to find a way to continue to be relevant to their readers while finding a way to make money. MarketingVox points out a Nielsen/NetRatings report that websites of US newspapers have increased readership by an annual rate of 11%. This trend may continue to grow quickly as 22% of readers prefer online editions. A large number still prefer print, however the trends can’t be ignored. While online users are used to free access to news supported by Ads, many still pay for their local paper just to see what’s happening in their town. As more and more local community sites such as Bayosphere emerge, it will be interesting to see how quickly local newspaper sales are impacted. I personally prefer to read local newspapers in print just to get a feel for what's going on in my town and area. Only a small portion of the top news information is available online, yet on any given day, I usually want to see a different bit of local information from politics to highschool sports to event times or even local ads. As long as newspapers keep providing useful information to consumers (like me) - I will keep buying print media.

Speaking of new models in the news, the World Summit on the Information Society has been the center of discussion around the US controlled domain name registration model.

There has been growing concern across the Internet that the current domain name system might change driven by countries such as China, Iran and Brazil that want to control and restrict access to the Internet. But as Wired reported late last night, a last minute agreement was reached before the opening of the World Summit on the Information Society in Tunis today. The good news is that there will be a U.N.-sponsored global forum to explore problems like spam and cybercrime. The bad news is that many attendees of the event are not convinced that much progress will really be made in terms of free speech and access in third-world countries. Read John Palfrey’s reporting from the summit for more information on the Tunis experience.

Technorati tags: newspapers, business, media

Send Cash, It's Easy

My mother gets upset when someone gives cash as a gift.  She believes that by giving cash a person is taking the easy way out, not putting enough time or thought into actually going out and buying a present.  But that's exactly what the American Red Cross is asking everyone to do in response to Hurricane Katrina.  And I'm all for it.  Typepad posted instructions to add a donation badge/banner to typepad blogs here.  I think this is one instance mom would agree she is wrong. 

London Bombing Stories Shared Widely Through Blogs, RSS, Flickr

My heart goes out to everyone in the UK and around the world victimized by today’s cowardly bombings. Scenes and reactions to the events in London were captured and shared quickly by shocked Londoners and spread throughout the global community via blogs, RSS feeds, flickr photos and wikis. Hopefully blogging will help more and more people around the world from all faiths and political perspectives connect to the people killed and injured by these useless violent acts, putting a face on the real impact of terrorism and war and giving a voice to more people to debate our differences in public rather than acting out in sneaky, cowardly ways. People aren’t numbers that should be tallied up in a global scorecard to assess which side is winning the battle.

Jeff Jarvis, Andy Lark and Steve Rubel provide useful links to sources of information on the tragedy in London.