Author Archives: ghotchkiss

The iPhone and Apple’s Lessons Learned

Never let it be said that Steve Jobs isn’t a pretty smart dude. With the iPhone, Jobs took a massive lesson delivered to him at the hands of Bill Gates and delivered back to Microsoft a complete coup d’etat.

Step back a little over 25 years. The first Mac is introduced to Apple’s board of directors. What it represented was the most advanced personal computer in the world. It felt better. It looked better. It performed better. There was just one problem. You couldn’t find any software to use on it. It was Guy Kawasaki’s job to convince software developers to develop programs for the Mac. That was a tough sell, because Mac’s market share was meager compared to the huge slice owned by clunky MS-DOS boxes. WYSIWYG bought Mac loyalty amongst the graphic design and education communities, but Apple couldn’t never overcome the Microsoft juggernaut and remained relegated to the side lines. Eventually Windows brought most of the advantages of Mac to the PC world, although in an arguably significantly watered down version.

Fast forward to 2007. The first iPhone is introduced to the world. What it represented was the most advanced mobile device in the world. It felt better. It looked better. It performed better. And this time, Jobs eliminated the problem that sunk the early Mac. He insured that there was tons of things you could do on it. Apple was so successful in encouraging development of iPhone Apps that today they have just nudged over the 100,000 mark, according to 148apps.biz. In June of 2009, when Apple announced they were at the 50,000 mark (that’s 50,000 new apps in just 5 months!), VP Phil Schiller showed a bar chart with the number of available apps dwarfing the competition, including Google (just under 5000), Nokia (just over a 1000), Blackberry (also just over a 1000) and Palm (a meager 18). Ironically, Windows Mobile didn’t even get included on the graph, showing how they have completely missed the boat in the mobile space.

So, what are the lessons learned for Jobs?

  • It doesn’t matter how cool your hardware is. All that matters is what you can do on it.
  • Don’t rely on “build it and they will develop”. Prime the app development pump so you come out of the gate with a clear advantage
  • Turn development into a democracy. Establish an app development ecosystem (in all fairness to Apple, this is possible today where as in 1984, software development relied on a handful of companies)
  • Don’t worry that the vast majority of iPhone apps gather dust. It’s the perception of choice that’s important. How many Windows programs have you ever used?
  • The competitive advantages of hardware will only work for so long. The competition will catch up, and may even pass you. But the sheer bulk of functionality offered by being the runaway leader in available software is a much more difficult thing to overcome.

This time around, Apple has done everything right with the iPhone. in fact, the biggest challenge they have now is being a victim of their own success. They’ve created an Innovator’s Dilemma for themselves. Because they have become the de facto standard for mobile, they have to consider things like backwards compatibility and offering innovation without alienating their existing users. Still, that’s not a bad problem to have!

The Library of Human Behavior: 11 More Titles for Your Reading List

First published October 22, 2009 in Mediapost’s Search Insider

Last week, I shared 11 titles that explore the intersection between marketing, psychology and neurology. In retrospect, though, I think I approached this backwards. While the titles I discussed are all interesting (and fairly easy reads), they are somewhat dependent on a fundamental understanding of why humans do what we do. So this week, I’ll share a good starting library of human behavior, which can then be applied more generally.

“The Moral Animal: Why We Are the Way We Are”  — Robert Wright.  If you’re on the fence about or simply do not believe in evolution (along with 50% of Americans) you probably want to stop right here. The first three titles in this list are by authors who together create a pantheon for evolutionary psychology and Darwinism. In the first,  “The Moral Animal,” Wright employs an interesting literary device: exploring human behavior by referencing biographical details in Charles Darwin’s own life. He discusses monogamy, child rearing, differing attitudes towards sex and self-deception, among many other mysteries of the human condition. A compelling and highly intelligent read.

“The Selfish Gene” — Richard Dawkins. This book was first published over 30 years ago, and somehow still manages to remain controversial. Perhaps it’s because Dawkins’ assigning the human characteristic of selfishness to our genes has confused many, many readers. If you take the time to read the book, Dawkins explains at length that humans are not necessarily selfish. In fact, one chapter is titled: “Nice Guys Finish First.” Dawkins’ premise is that our genes only care about propagation. That’s it. End of story. Morality and all the ethical trappings that go with it only survive if they help the gene meet this one objective.  A couple of other noteworthy nuggets in this book include the first introduction of memes — ideas that share the propagation directives of genes — and an exploration of how the impact of genes can extend into all aspects of our lives and society.

“The Third Chimpanzee” — Jared Diamond. Diamond starts off the book by stating that we share 98% of our genes with chimpanzees, then spends the rest of the book describing how that remaining 2% can make all the difference. In that thin wedge of genetic difference lie all our culture, achievement and history. Some human achievements are admirable, even remarkable. Some are regrettably base and cruel. Diamond chronicles both the good and the bad, along with a warning: our dominance of our world may end up spelling our doom. A professor of geography who combines the eye of a naturalist, the curiosity of a sociologist, and the ponderings of a philosopher, Diamond makes “The Third Chimpanzee” a masterful book.

“The Stuff of Thought” — Steven Pinker. Following in the steps of Noam Chomsky (up to a point), psychologist Steven Pinker uses language as a door to explore the shadowy recesses of how our minds work. This book is a seminal piece of work in this area. Pinker is masterful at exploring complicated concepts without “dumbing down” his commentary.  He has written an entire library of books worth reading, but this is as good a place to start as any.

“Descartes’ Error” — Antonio Damasio. Damasio was introduced to the common masses in Malcolm Gladwell’s book “Blink,” but Damasio’s work on somatic markers and the role of the prefrontal cortex in how we make decisions goes much further than Gladwell was able to cover. “Descartes’ Error” delves deep into our gut instincts, explaining why pure rationality is an unworkable model for humans. To paraphrase Descartes’ famous quote: We feel, therefore we are.

To round out my 11 suggestions, here are six other titles worth exploring:

“The Mind and the Brain” – Jeffrey Schwartz

“Synaptic Self” – Joseph LeDoux

“A Whole New Mind” – Daniel Pink

“Mapping the Mind” – Rita Carter

“The Emotional Brain” – Joseph LeDoux

“The Female Brain” – Louanne Brizendine

The Male vs Female Definition of Fall Cleaning

Our family computer sits in a corner just off our kitchen. It is used by all of us. It’s used by my wife for organizing photos, emailing and doing the odd job for work. It’s used by both my teenage daughters for downloading music (legally, as far as I’m aware), homework, playing the odd game and keeping up with Facebook. I don’t use it that much, as I have my own laptop, but occasionally I’ll use it to search for something. It’s a Window’s Vista box (save your comments for later) and we also used the Windows Media Center functionality as our own personal PVR. Gradually, over time, the computer became a sluggish monster. My wife’s email preferences kept disappearing. Loading a website became an exercise in patience. Media Center packed it in and shut down. Just sitting down at the keyboard was enough to launch a never ending series of cryptic error messages and alerts. This weekend, with our immediate future plans all moving indoors, I decided it was time to wrestle the beast to the ground.

Cleaning up a computer is an incremental exercise in frustration. You start by doing a few scans: spyware, viruses, clean up the registry. Nothing obvious came up and the computer was as dysfunctional as when I started. Perhaps Windows 7 would magically clean up the mess, but the official release date was still a few days away, not to mention the fact that I was somewhat reluctant to give Microsoft more money to free myself from the misery of their last operating system. I also believed, deep in my heart, that it was naive to expect all my problems to magically disappear. I decided to systematically clean up the box.

After doing the routine maintenance, I dug out my original OS disc and did a clean install, figuring I’d rebuild the box from the ground up. That way, if I decide to upgrade to Windows 7 (I’ve heard good things, by the way) I’d be starting from a reasonably healthy foundation. Of course, a clean install removes all drivers and programs. I started on Saturday. Last night (Tuesday) I finally reinstalled the basics we need and transferred all the back up files back to their rightful places. Our PC was running like a dream..streamlined, crisp and quieter (I also popped the cover and blew out 3 years of accumulated dust). Last night, I rose from the seat I had been glued to for the better part of 20  hours over the past 4 days and admired my handiwork. My wife walked by and paused to see what I was looking at. From this point, I’ll just let the conversation play out:

What are you looking at?

The computer. Look at how it’s running…

What do you mean?

Look..it’s a lot faster…

Ummm..sure..I guess…

I reinstalled the system.

Is that what you were doing for the last 4 days?

Yes..well..that and reloading all the drivers and software.

Are my photos still there?

Yup, I backed them all up and restored them. They’re all sorted out.

Great. Thanks.

That’s what she said, but I know what she was actually thinking.

20 hours and 4 days…I wonder what difference that would have made in the garage that is so packed with junk that there’s no room left for our cars? 

Homo digitus

Over the past week or two, I’ve been putting the agenda together for the Search Insider Summit in Park City, Utah, this December. Traditionally, we try to look for a common thread or theme to tie the show together. As I was looking at the sessions, the common denominator in them all was not surprising. It’s the same common denominator that underlies all marketing: what do people do and why do they do it?

At this Search Insider Summit, Avinash Kaushik is going to be talking about a number of things, including maximizing the long tail, the challenges of attribution and how to effectively use competitive intelligence. All of these things depend on a fundamental understanding of behavioral patterns. I’ll be joining Lance Loveday from Closed Loop Marketing and Scott Brinker from Ion Interactive talking about improving the site side experience. Again, this depends on understanding what it is your prospects want to do on your site. The entire Day 3 of the Summit is devoted to Social Media and Search, which is as embedded in the behaviors of people as you can get.

This is a topic that has dominated the better part of the last half decade of my life. Understanding how people within organizations made buying decisions in a newly evolved digital marketplace is the foundation of the BuyerSphere Project. And taking that to an individual level will be my winter project (likely with another book as part of that). Enquiro has amassed a substantial amount of research about how humans are still humans online, despite all the whiz bang technology that tends to steal the spotlight.

Let me give you one example. A few weeks ago I was in New York for SMX. There, Jeremy Crane from Compete gave a fascinating presentation on the social and search patterns that played out online after the death of Michael Jackson. The presentation was full of charts and graphs showing where people turned to find out the news. But beneath these charts and graphs was a human story that was as old as our species. And it was that story that fascinated me.

Jeremy’s graphs showed that the first place people turned when they first heard the news was a traditional search engine, primarily Google. And from there, they tended to go to an authoritative news portal. Shari Thurow, a SEO and usability consultant (and yes Shari, you’ll notice I put SEO consultant first) who was also on the panel reported that her client, ABC News, found that their traffic spiked dramatically that day, due to some very healthy organic rankings for “Michael Jackson” terms.

But over the coming days, people started interacting with other types of sites. They started conversations on Twitter and Facebook, looked for old videos on YouTube, and as the rumors started to swirl, they used real time search engines to catch the latest gossip. In an interesting anomaly, the only major engine that ran counter to this trend was Bing. Rather than spike in the first day, people used Bing more over the coming days, possibly looking for audio and video of the King of Pop.

Search marketers being what search marketers are, the presenters and attendees all quickly turned to what people where doing: going to Google, then Twitter, then YouTube, etc. But for me, there was a why buried in here that was far more interesting. People were going through the classic stages of mourning, but they were doing it online:

  • First, we need to accept the news, so we need to find a source we can trust. Online, that meant Googling and looking for an authoritative news source like ABC news
  • After we accept that the news is true, we need to participate in the grieving process. We need to remember the person. In the real world, we’d look for a photo or listen to their voice on an voicemail message. Online, we look for a video on YouTube
  • Next, we need to join others in grieving. Humans heal themselves through communication and bonding. Funerals are never for the departed, they are for the ones left behind. And in this case, we did that through Twitter and Facebook.
  • There now comes the darker side of social bonding: gossip. We need to use the event as an opportunity to jockey for position our social circle by circulating privileged information. With Michael, we did this too, again through Twitter and real time search engines.

When you layer on an understanding of how humans behave (something that hasn’t changed for thousands of years), the patterns that emerged from Compete’s data aren’t all that surprising. Humans are still humans, but now those behaviors also play out on an online canvas.

The Psychology of Summer and Fall

I’m always amazed how the turn of the seasons also seems to flip our frame of mind. As summer turns to fall, we shift mental gears. It’s a time for hunkering down, organizing our to do lists and picking up tasks set aside sometime back in April or May. I know that’s certainly true for me.

This summer was a great summer. I did a ton of biking (which seems to be the new mid-life pursuit in the online ad biz – everyone I talk to now is a road biker) including a memorable trip down the Oregon Coast and 2 Metric Century Rides. I also discovered, much to my shock, that I actually love landscaping. That has to be some manifestation of a mid life crisis, because I sure the hell didn’t feel that way in my 20’s.

This summer also saw me working on my first book – The BuyerSphere Project, which is due out on Amazon in a few weeks. I’ve been threatening to write a book now for a few years and now, I’ll actually have something in the book shelf to point to, proving it just wasn’t an idle boast. The book that came out isn’t the one that I set out to write, but I discovered that the author has remarkably little control over what comes out on paper. We go in with the best of intentions, but somewhere in the process, the book seems to take on a mind of it’s own. In this case, I started planning for a book about the psychology of consumerism and ended up writing a book on organizational buying behaviors. Related, yes. But it’s not the book I anticipated. However, I must say, I enjoyed almost all of the process. I’m also taking a crack at self publishing. I’ll let you know how that goes.

So the summer was productive, but it almost seemed that all the things I did belong in a special “summer” category. They seem separate from the day-to-day detail of my life. And now, as the weather cools, I’m settling back into the regular groove. I do so reluctantly, because everything seems more alive somehow in the summer. It’s like the transition from black and white to color in the Wizard of Oz. For those 5 glorious months from May to the end of September, I visit the technicolor of Oz, but now, I’m back in the black and white of Kansas.

So, on this gloomy Monday in rainy BC, Canada, I’ll trudge my way through my list of tasks, more productive perhaps, but secretly dreaming of next year, when I can build another retaining wall!

The Meeting of the Mind and Marketing: 11 Books to Read

First published October 15, 2009 in Mediapost’s Search Insider

It’s official! With this column, I break David Berkowitz’s Search Insider column count record, with 225 of my own. And to commemorate the occasion, I wanted to follow up on a request that came in response to my column two weeks ago. I had warned any would-be students of human nature that this wasn’t a quest to be taken lightly. A few readers responded by asking for a recommended reading list.

So this week, I went through my bookshelf at home and jotted down a list of titles that I found particularly insightful or interesting in understanding the human condition. Today, I offer them as suggestions for some fall or winter reading. I came up with 22 titles, so I’ve broken them into two groups. This week, all the titles are specifically for those who want to explore the intersection between marketing and the way our minds work.“How Customers Think” — Gerald Zaltman. Harvard professor Gerald Zaltman has carved out a nice little career by exploring the psychology of consumerism. The foundation of Zaltman’s approach is his metaphor elicitation technique. Metaphors are linguistic keys to some of the darker workings of our mind, and Zaltman shows how these can be used as a Rosetta stone to unlock consumers’ true feelings towards brands and products. A fascinating approach suffers a little from Zaltman’s dry and overly academic writing style, but it’s a very worthy candidate for the list.

“The Culture Code” — Clotaire Rapaille. If Zaltman is a little stodgy and academic, Rapaille is an unabashed French nouveau-riche pop psychologist who has used his decidedly qualitative approach to dig down to the cultural common denominators behind our brand relationships. This book looks for those labels cultures apply to some of the best-known brands in the world. Being French, Rapaille brings an occasionally charming European cultural arrogance to his subject (i.e. in France, the culture code for cheese is “alive”, but in the U.S. it’s “dead”). This is  an easy and interesting read; while you might have some quibbles with Rapaille’s findings, he has plenty of willing customers among the Fortune 500.

“Buy-ology” — Martin Lindstrom. Lindstrom’s ego is almost matched by the insight he brings in his latest book. Lindstrom is the self-styled guru of brand perception and has written before on how our senses interpret brands. In “Buy-ology,” he goes one step further and launches an extensive brain scanning research project to see exactly what happens in our brains when we think about brands. For example, do the warning labels on a pack of cigarettes have any impact on our desire for a smoke? Does product placement really work? (The answer, in both cases, is no, according to Lindstrom) Don’t worry about getting caught in academic jargon here. Lindstrom keeps it light and readable.

“Why Choose This Book?” — Read Montague. Baylor University neurologist Montague was behind the original Pepsi Challenge fMRI test — and in this book, he takes on no less a challenge than explaining how we make decisions. The writing style’s a little uneven, as Montague tries to balance his academic background with a style overly determined to appeal to a wider audience. That said, Montague knows his stuff and the insights here are solid, supported by both his own and others’ research.

“Predictably Irrational” — Dan Ariely.  Ariely follows in the footsteps of behavioral economists Daniel Kahneman and Amos Tversky by looking at some of the common irrational biases of humans. For example, why does a 50-cent aspirin eliminate a headache better than a 5-cent generic brand, even though the pills are identical? And why would offering your mother-in-law $300 for a fabulous meal be an unforgivable social transgression, yet be expected in a restaurant? The territory has been covered before, but Ariely deals with a highly interesting topic with a nice, light touch.

“The Mind of the Market” — Michael Shermer. Last but not least, Michael Shermer delivers what I consider to be a tour-de-force on this topic. Shermer’s approach is well-grounded in evolutionary psychology (he labels it evolutionary economics), so he and I share a common approach to understanding consumer behavior. He strikes the right balance in his writing, delivering solid information without worrying too much about how it might play for a wider audience. This is probably my favorite on this list.

If these six titles whet your appetite, here are some other titles you might consider:

“Driven” by Paul Lawrence and Nitin Nohria

“Why We Buy” by Paco Underhill

“The Paradox of Choice” by Barry Schwartz

“The Advertised Mind” by Erik Du Plessis

“Brain Rules’ by John Medina

Next week I’ll share another 11 books, as well as some reader suggestions. Feel free to keep the suggestions coming!

And Now: The New News Regime

First published October 8, 2009 in Mediapost’s Search Insider

This week, I moderated a session at SMX about real-time search. Personally, I find the convergence of social and search to be perhaps the most significant trend of 2009. Social adds an entirely new dimension to search. Traditionally search has been used to find “what” you wanted to know more about. Social adds the dimension of time. Suddenly, relevance isn’t the only measure. Search now needs a “stale date,” a measure of the freshness of the results.

Flying Rumors

There were a number of interesting things that came up in the panel. Presenters used a few recent examples to show how stories broke online: the death of Michael Jackson, the elections in Iran and the emergency landing of a United flight in Iceland.  It was fascinating to see where people turned as news broke. Not surprisingly, behaviors followed age-old grooves, but now those behaviors played out over a brand new landscape, the digital one.

For example, Jeremy Crane from Compete showed how, as we learned the news of MJ’s death, we first turned to Google and news sources for confirmation. But as time went on, we took new online paths. We turned to Twitter, to real-time search engines, to YouTube and other richer media sources as we worked our way through the process. If you were to look at how humans deal with loss, these paths really aren’t surprising. First we want confirmation from an authoritative source, and then we have to participate in our own ways. We need to talk about it (Twitter) and we need to reminisce (watching old videos on YouTube). We need to participate in some way in the experience to reach our own measure of closure. Funerals are never really for the departed; they’re for the ones left behind.

If It’s Not New, Is It News?

But the most interesting question came from out of the audience, right at the end of the session. The internal SEO manager for ABC asked a huge question: As news increasingly breaks online, how do traditional news publishers stay nimble and relevant? How do the New York Times and ABC News keep up in a world that includes Twitter and TMZ? That, indeed, is the question.

A few columns back, I gave my own example of real-time search, as forest fires encroached on my home town of Kelowna, BC. There I touched on the new speed of news. But the ABC’s staffer’s question brings up some added dimensions to that. The answer is not as cut-and-dried as it used to be.

Traditional news channels, with their journalistic checks and balances, can never be as nimble as rumor. It’s a game they can’t play; yet they feel they must. They have a decades-old tradition of being not only the official and credible source of the news, but also the first place most people hear news as it breaks. Now, however, we often hear about the news while it’s still a rumor, perhaps several rumors, as they bounce around the Internet.

The New Regime?

What we have here is a discontinuous shift in the industry. As one of the presenters quipped, public relations is now really about the public. News spreads through millions of instaneous connections, rather than tightly controlled and edited channels. Often, the traditional news publishers are relegated to a role of listening to and verifying online buzz, trying to sort what is true from what is social gossip. It’s a middle ground they’re having a difficult time adjusting to.

The news industry is in the middle of what Christopher Freeman and Carlota Perez  called a Regime Transition. When technology shakes the very foundations of society and its supporting institutions, there is usually a resulting passing of the torch from what was to what will be. My suspicion is that what we were talking about in that session is pointing to a regime transition of epic proportions. We are defining the new reality of news by where we turn to be informed. The traditional players have no choice but to see if there will be a place for them here — when the dust settles.

The Prerequisites for Being a Student of Human Nature

First published October 1, 2009 in Mediapost’s Search Insider

Last week I asked for input on the upcoming Search Insider Summit. Of the seven possible topic areas I presented, the highest level of interest was in the role of human behavior in digital marketing. You, the Search Insider faithful, have made me very happy. But being an avid student of human nature, I feel it’s only fair to warn you what to expect as you continue down this path.  Some years ago, I too was intrigued by human behavior and thought it would be interesting to “learn a little bit more.” But learning about human nature is pretty much an all-or-nothing proposition. Think of it as having a baby. The first few minutes of the process might be fun, but soon you learn you’ve just signed on for a lifetime commitment. You’d better make sure you’re ready.

The True Meaning of Customer-Centricity

I’ve been criticized in the past for using the term “customer-centric” (the practical application of studying human nature), but I suspect it’s because the term has lost its original meaning as it’s been adopted into the lexicon of “Dilbert-speak.” Customer-centric is one of those terms bandied about in board meetings and corporate retreats, along with “synergistic” and “holistic.”

But customer-centricity represents much more than a quick paragraph in the annual report. It’s the core you build a company around. It’s a commitment that lays the foundation for everything an organization does: the people it hires, the way it develops products, the way it formulates business processes, the way it markets and even the way who sits beside whom in the office gets decided. Customer-centricity is a religion, not a corporate fad.

There Aren’t Any Shortcuts

As I found out, if you are going to commit to learning more about human behavior in the goal of becoming a better marketer, don’t be surprised when you discover that this commitment can’t be met in a one-hour session or by reading a book. Humans are a lot more complex than that. There’s a lot of weird and wonderfully quirky machinery jammed in our skulls.

I was humbled to learn that people devote their entire lives to exploring just one tiny part of why we humans do what we do. Joseph LeDoux, one of the world’s foremost neuroscientists, has spent years exploring how fear is triggered in rats. Ann Graybiel  at MIT has made a similar commitment to exploring the role of the basal ganglia in how habits form and play out.  Antonio Damasio’s  extensive work with patients with pre-frontal cortical lesions led to his somatic marker theory, foundational insight into the area of human behavior Malcolm Gladwell explored and popularized in his book “Blink.” These are all tiny little pieces in the overall puzzle that is human behavior, yet each of these is integral in understanding how we respond to marketing messages.

Beyond the Cocktail Party Quip

Today, several years after I started down this road, I hope people find my insights on human behavior interesting. There’s that brief light bulb moment that happens when “what” is matched with a plausible “why” — when a psychological or neurological trigger for a puzzling human trait is identified.  “Hmm – that’s really interesting,” is the common response, and then it’s on to the next thing (possibly mumbling something about me being a “pedantic bore”). Yes, it is really interesting, but it wasn’t a quick or easy path to get here.

Sometime ago I decided a quick primer in human behavior would be interesting. I started with the more accessible books (such as Gladwell’s) and was instantly hooked. I next moved to books by academics doing the actual research that provided the fodder for Gladwell and other’s popularizations: LeDoux, Damasio, Edelman, Rose, Pinker, Chomsky and others.  Before I knew it, I was wading through academic papers. Today, the bookshelf in my home office is packed with fairly hefty tomes on everything from evolutionary psychology to the social patterns of the 20th Century. My wife and kids can’t remember the last time I read a book that didn’t have a brain on the cover.

I share this as a warning. I discovered developing even a basic understanding of human behavior is at least a multiyear commitment. I’ve never regretted it, but I also know that this is not everyone’s cup of tea. But here’s what I also discovered along the way. Even a basic understanding will give you a whole new perspective on pretty much everything, including marketing. The one common denominator in all marketing is that it’s aimed at people. If you’re ready to start the journey, I’m sure you won’t regret it.

Give Us Something to Talk About in Park City

First published September 24, 2009 in Mediapost’s Search Insider

From Dec. 2-5, in the ski hills of Park City, Utah, a bunch of really smart search marketers will get together to share what’s on our minds at the Search Insider Summit. The almost seven months that have passed since the spring show in Florida have been interesting ones. I’ve taken a quick look back at the Search Insider columns in that time to see what things we were writing about:

Real Time Search

Twitter? Facebook? The Nexus between Social and Search? This was probably the most consistent topic for Search Insiders over the past few months. I think we all know something important is happening right under our noses. We’re just not sure what.

What Would Google Do?

Everyone in this industry is endlessly fascinated with the Big G. What can we learn from them? How will they reshape the marketplace? How has the culture changed through the recession?

The Interplay of Search and Everything

The Search Insiders have long known that search lies at the center of everything, but there’s little hard data out there about how search interacts with other online (and offline) ad channels. What is the lift from search and display? How about search and video? We know that prospects bounce back and forth across the Web through search, but we’re still figuring out how to use that to get the right message in front of the right person at the right time.

Fundamental Shifts in the World of Search

A number of us have written about the shifting sands of our industry, feeling that something big is happening. Is search as the industry we know dying? Are SEMs changing with the times and providing value? What has the impact of the recession been, good and bad?

Bing, Yahoo and Google

In terms of sheer volume, this was the hands-down winner as the most popular topic for we Insiders. Can Bing break the Google Habit? What is Yahoo’s role? And who are the dark horses who might break the whole race wide open?

Search and Human Behavior

Of course this is one of my favorite topics, but lately Insider Kaila Colbin has actually been beating me at my own game. How and why do we use search? What are the pros and cons of targeting? What is the role of habits in search. And why don’t we spend more time trying to understand why our customers do what they do?

The Future of the SEO Business

SEO still seems to be alive and well — or is it? A few columns have looked not only at the long-term sustainability of SEO, but also the fundamental nature of companies that tend to do SEO well. Is SEO success something you have to earn?

Personalization and Privacy

Personalization is one of the hot topics that seemed to go under the covers for a while, but I suspect it’s due to raise its head, along with a lot of questions about privacy. The big one is: How much are we prepared to trade for a better experience?

How Does This Industry Make the Leap from the Front Line to the C Suite?

 Search has always lived on the tactical side of the corporate org chart, but there are signs that this might be changing. We’re getting more attention from the C-level folks, but often at the expense of understanding what this is all about. How can we help companies “get it” before the coming wave of change wipes them out?

Mobile

Finally… maybe? It’s almost to the point that we’re afraid to talk about mobile for fear of being branded as a false prophet. But with the explosion of functionality, surely we must be getting closer to the tipping point.

What Do We Talk About?

So, that’s a quick summary of what’s been on the collective minds of the Search Insider over the past seven months. How about you? What would you like to see covered in Park City? We want to make sure this is as relevant and timely as possible. Please post your comments, or, better yet, visit MediaPost’s quick survey (all we ask is five minutes of your time) and indicate which of the above topics are most interesting — or add the ones I’ve totally missed.

Do We Need a Different Kind of Search Conference?

First published September 17, 2009 in Mediapost’s Search Insider

Something’s been bothering me for the last few years. In that time, I’ve probably spoken at two to three dozen industry events: trade shows, summits, conferences and workshops. In fact, this week, I’m at one such event – a user summit. Throughout that entire time, I’ve felt that there’s a fundamental disconnect at these events. And this week, I think I’ve finally put my finger on it: the wrong people are attending.

Let me give you one example. Earlier this year, I was at a client’s internal summit, talking about the importance of “Getting It.” I looked at the 100-some assembled people, responsible for driving forward the digital strategy of this company, and asked the fateful question, “How many people here are senior C-level executives in the company?” Not one hand went up. Oops! Houston, we have a problem.

Where are the Actionable Takeaways?

Most of the events I speak at focus on giving attendees actionable “to-dos” to take home. In fact, I’ve been told time and again: give people a list of things they can do Monday when they get back in the office. That makes sense. Conference organizers have learned that attendees find the most value in these things. Yet I tend to ignore the advice of these conference organizers and talk about things like research, understanding buyer behavior and how this integrates into marketing strategy.

Increasingly, I’m seeing more confused looks in the audience:
“Where is my top ten things-to-do checklist? This guy is just giving me more questions, not answers.” This disappointment bothers me, because at my heart, I desperately seek approval.

But, in those sessions, after the rest of the crowd has dispersed to look for a speaker with a list of things they can do Monday, there are also a handful of people that come up to me and thank me profusely.  They seem to operate at a different level: a strategic level. I’ve seen this pattern over and over again, and as I said, it’s been bothering me.

Are the Takeaways Really Actionable?

Here’s the biggest thing that bothers me. My suspicion, borne out by several conversations with people that attend these shows, is that very few of these “to-do” tips that make the list ever get implemented. Months later, they still sit somewhere in a conference handbook, quickly jotted in a margin. Stuff just doesn’t get done. Why?

The people that attend these conferences don’t control their to-do lists. On Monday, their list gets put aside to respond to the all the other things they have to do — because they’re not calling the shots. The to-do list is being determined by priorities that have been put in place somewhere else by someone else. People come back from conferences with a list of “what” to do, but unfortunately no one told their bosses “why” they should do it. The bosses don’t often go to search conferences.

Less “What” and More “Why”

“Why” doesn’t come from to-do lists. “Why” comes from seeing things in the big picture. “Why” comes from “getting it.” The people who go to search shows already get it. That’s why they have the job they do.  You don’t have to explain to them why this “what” stuff is important. They understand at a fundamental level. But eventually they leave the conference hall, full of other people who get it and with whom you’ve swapped stories about how your boss desperately doesn’t “get it.” Monday, you’re plunged back into a culture where “what” is not aligned with “why.”

There are no easy answers here. Even if you have that rare CEO or boss who gets it, you need a fully integrated culture that is committed to executing at the highest level of “getting It” from top to bottom. Everyone in the company has to agree on the “why” and the “what.” And I’ve yet to see a conference or summit that manages to pull that trick off.