Author Archives: ghotchkiss

A Few Thank Yous from Bedford Falls

First published December 27, 2007 in Mediapost’s Search Insider

OK, I admit it. I’m a sucker for the movie “It’s a Wonderful Life.” I’m happy to say that I’ve once again had my annual fix of George Bailey. So that, together with the fact that I can count the days left in 2007 on one hand, caused me to get reflective. There’s something about the turning of a calendar page that causes one to clean up our inventory of lessons learned from the past year, and start goal-setting for the new. That’s why the new year brings the inevitable “Best of” and “Top 10” lists, the 2007 Time Lines and the predictions for 2008. As much as all these things are tempting, I’m going to resist. Instead, I’m going to say thank you for a few things that I’ve been blessed with in the past year, thanks to the Internet.

 

Working Where I Want To

Thank you, Internet, for letting me earn my living wherever I want to. In the past year, thanks to my laptop and Internet connections of varying quality, I’ve been able to work in my backyard on a hot Okanagan summer day, my sofa while my kids pile up next to me, sharing a lanai with my wife Jill overlooking the ocean in Kauai, Hawaii, a beach in Santa Cruz, Calif. waiting for a concert to start on the boardwalk, and a desk with a great view of the sun rising over downtown Lisbon, Portugal. Throw in dozens of airports, conference rooms, airplanes, hotel rooms, my home office, other assorted locations and approximately 75,000 miles traveled this past year and I realized that my ability to earn a living is pretty mobile. My father-in-law is a carpenter, and when he goes to a job site, he needs a three-quarter-ton truck to haul all his tools and materials. I need a backpack. Now that more of us are earning our livelihood through creating and aggregating knowledge, we can take our jobs to where we want to be, rather than the other way around.

Seeing Some Fascinating Places in the World

Thank you, Internet, for allowing me to gain enough recognition in this industry to snag some speaking invites to some very interesting corners of the world. This year, I was fortunate to be able to see Beijing and Xiamen, China; London; Lisbon and the Algarve, Portugal; and, closer to home, Bonita Springs, Fla.; Park City, Utah; Tucson; and a number of other great places to visit. For me, the Internet has made the world smaller not just virtually, but also physically.

Tapping Into Some Brain-Numbing Ideas

Thank you, Internet, for providing me uncharted waters. When I moved into this space, I was coming from industries where the rules had largely been written (radio and traditional advertising). In the Internet, I feel we’re starting a whole new game and we can all participate in the writing of the rules. The more I look at where we’re going, the more I realize we’re turning everything that we accomplished in the 20th Century on its head. The Internet is rewiring every aspect of society, and I hope some of this will provide solutions to some big problems we have created for ourselves in the past 100 – 150 years. I have also been blessed with discovering the ideas shared in dozens of books over the last year. There are a lot of really smart people thinking long and hard about where we’re going. Which brings me to my next “thank you”…

Meeting Passionate People

Thank you, Internet, for allowing me to meet people who believe they can change the world. I have been extremely fortunate to add many of these people to my circle of acquaintances, and, I hope, my friends. I love grabbing a quiet (or sometimes not so quiet) corner of a hotel or conference center and talking passionately about how everything is changing in our world with people who are equally fascinated by (and frightened of) the possibilities. Every show I attend gives me the opportunity to have a few of these conversations, and I treasure every one. I’m also lucky enough to work with an incredible team in my business every day that shares my passion for the infinite possibilities.

It Really is a Wonderful Life!

Yes, sometimes I get tired when I look at my to-do list. And sometimes I get intimidated by the sheer size of the challenges that lie ahead, but I never, ever get bored. Today, thanks to the Internet and its influence on our world, our opportunity is only limited by how big we dare to dream. 2007, like any year, had its share of triumphs and tragedies. In taking stock personally, I have to say the scale was definitely on the plus side, and many of the reasons for that came from the idea to wire our computers together to shuttle packets of information back and forth. The Internet has made my own little “Bedford Falls” a pretty wonderful place and my life more interesting that I would have dreamed possible 10 to 15 years ago. And I just wanted to take a few minutes to say thank you.

“What” is a Lot Easier to Ask than “Why”

In the last couple of sessions I’ve done, I’ve urged marketers in general, and search marketers in particular, to step away from the spreadsheet a little more often and start looking at why their customers do what they do. In Park City last week, at the Search Insider Summit, I urged those collected in the room to “spend less time thinking like marketers, and more time thinking like your customer”.

Do Unto Customers as You Would Have Done Unto You

There was a moment that crystallized the issue for me. The session was talking about mobile search, and one person in the room asked the presenter when the mobile carriers would make subscriber information available to marketers for better targeting. For me, this sent off all types of alarms, but in looking around the room, I could see marketing heads nodding in agreement. “Yes,” they nodded, “that information would make our jobs so much easier. We could zero in on exactly the right segment, so we could deliver ads targeted right to them.”

I couldn’t hold back anymore. Commandeering the mic, I asked how many in the room thought this would be a good marketing idea. Many hands went up. Then I asked them, as mobile users, who thought this would be a good idea. You could feel the paradigm shift sweep across the room. They chuckled uncomfortably as they realized they would be inundanted with more disruptive, annoying advertising. Suddenly, the shoe was on the other foot, and it didn’t fit very well.

Too Much What, Not Enough Why

As marketers, we spend long hours puzzling over the what questions:

  • What channels reach my customers most effectively
  • What messages will convert the best
  • What will give me the highest return on advertising spend?
  • What landing pages will yield the highest conversion rates

We crunch truckloads of data, because it’s available. You’ve heard it over and over. One of the blessings of search is that it’s so measurable. Yes, it is measurable, if you’re looking for the answers to what. What link, what click through rate, what traffic source, what conversion action? It’s all laid out for us in a statistical smorgasbord, and search marketers love to dive in. We feast on KPI’s and Metrics, finally pushing away from the table like some over-sated visitor to an all you can eat Vegas buffet, stuffed beyond the point of comfort.

But in pouring through this data, we tend to become fixated on it and think the truth lies hidden in there somewhere. We don’t step back and wonder “why” all those “whats” are happening. I had a great chance to chat with James Lamberti from ComScore at the show, and we talked about this. There’s few sources of sheer quantitative data richer than the ComScore panel. And James and I have had the chance to talk about how Enquiro’s qualitative approach often dovetails nicely with ComScores “quant” perspective of the world. As James said, “the thing I love about your research is that it tells me why much of the stuff we see in our data is happening.” Amen.

Human Hardware

Here’s just one example. In a number of studies done both by ourselves and others (one Microsoft eye tracking study comes to mind) we found that users tend to move down the search page in groups of 3 or 4 listings at a time. This is the “what” that was happening. But it wasn’t until I started looking at concepts in cognitive psychology that were several decades old that I started to understand “why”. It’s because, like most things, it’s human nature. It’s what I’ve started calling a “human hardware” issue. Often, when you see a consistent behavior emerge for the “what” data, it means there’s a significant “why” to be uncovered in the workings of the human mind. In this case, it was rooted in the concepts of working memory and channel capacity, along with the behavior of satisficing, based on work done by George Miller and Herbert Simon over 50 years ago. And once we uncovered the “why”, it lead to a whole new understanding of search behavior.

In his book, “How Customers Think”, Gerald Zaltman talks about a company that did a conjoint analysis of three different package designs. Conjoint analysis is perhaps the perfect embodiment of “what” research; what combination of factors provides the greatest positive response from customers. It’s the basis for multivariate testing in the online world. At the end of the study, researchers were confident they had found the best possible design, but were puzzled when market acceptance was much less than forecast. It turns out that their conjoint analysis simply showed them the lesser of three evils. They failed to uncover the fundamental problems with the design, because they were focused on the “whats”, rather than the “whys”.

Look for the Whys in the Shadows

“Whys” are difficult to uncover. As I said in an earlier post, “whys” are often buried in our subconscious, emotional brain. “Whats” are right there, on the surface, easy to collect and combine in a zillion different ways.  In fact, in many research projects, when behaviors emerge that don’t fit into the hypothetical framework of the conductors, (when the “whats” we see are not the “whats” we expect to see) they are ignored because they’re labeled irrational. In many cases, they’re not irrational. They’re just not understood by the researchers, because the “why” has not been uncovered. As Zaltman says in his book, it’s like the story of the drunk looking for his lights under a streetlight. A passerby stops to help and asks the drunk where he lost his glasses. He points to a far off place in the darkness. The passerby asks why he’s not looking there. The drunk replies, “because the lights so much better here”.

Quantitative data is incredibly valuable. It can provide statistical confidence to see if behaviors are representative. And from the patterns that emerge, we can identify the “whys” we need to look at closer. But it should be part of a collective research approach, not the entire answer. “Whys” should lead to “whats”, which should lead back to more “whys”. It should be a self feeding cycle.

Trust Your Gut

And for the marketers reading this, to ensure yourself a long and successful run as a marketer, become an astute observer of human behavior. Learn to embrace emotions and gut instinct, both in your self and in anyone you meet. As you go through each day, spend as much time as possible wondering why people do what they do. Develop a finely tuned ability to look at things from your customer’s point of view, and if it doesn’t pass the gut check test, don’t do it. Our emotions and instincts are a finely tuned, essential part of our intellect. Trust them more often.

The Why’s of Buy: Soothing the Angry Customer

angerAnger is one of the less noble of human emotions. We tend to beat ourselves up when we get angry. After the emotion dies down, we feel a little foolish for losing control. As Ben Franklin said,

Anger is never without a reason, but seldom a good one.

However, Aristotle probably took a more realistic view of human nature when he said:

Anyone can become angry – that is easy, but to be angry with the right person at the right time, and for the right purpose and in the right way – that is not within everyone’s power and that is not easy.

Here, Aristotle touches on the fact that anger is part of the basic human emotional repertoire for good reason. If we didn’t get angry, we wouldn’t still be here. But rationalizing anger in a positive way is a very rare ability.

Air Rage

I’ve had lots of opportunities to contemplate the nature of anger this week. In what was supposed to be a quick 24 hour trip down to Las Vegas (which has never been on my list of favorite cities) and back, I had two flights cancelled for mysterious reasons, was bumped from a first class seat back to a jammed couch cabin next to someone who apparently thought no one would ever notice if he passed gas constantly on a 2 hour flight, had to spend an unexpected night in a dumpy hotel in Seattle with a bunch of religiously fervent believers who were up til 1 am every night speaking in tongues (which apparently needs to be done at very high volume) and was away from my family for 14 hours longer than expected. Yes, I got a little hot under the collar.

How We Get Angry

Let’s go back to the basics. Why do we get angry? First, let’s understand that anger, along with fear and physical attraction, are probably our oldest hardwired emotions. They’re an embedded part of our neural circuitry that have been hundreds of millions of years in the making. Anger makes up one half of the fight or flight mechanism.

I say this to reinforce the fact that we cannot chose whether or not we can get angry. All we can do is chose what to do with that anger. At the subconscious level, you will pick up cues and the core of your brain, the brain stem working together with the amygdala in the limbic system, will determine if anger is the right response. Remember, this is not the highly refined neocortical part of your brain. This is the part of your brain that is a legacy from our dark evolutionary past. The decision to become angry is not a delicate, deliberate and rational decision. The decision to get angry is throwing an emergency switch. Its purpose is to get you ready for a fight, literally. It happens in a few milliseconds. The reptilian brain doesn’t believe there’s time for a debate about appropriate response, so there’s no rationalization of the situation at this point. What the amygdala does is an instantaneous shuffling through of past experience to see if we’ve encountered anything similar in the past. It’s like a flash card deck of emotionally charged memories. And if we find a match, even a rudimentary one, it’s good enough for the amygdala. We use that as our plan of action.  And the rule of thumb is, the amygdala overreacts. Survival is the objective, so it calls in the big guns.

The amygdala sends out a signal that starts priming the body for a fight. A potent cocktail of chemicals are released, including adrenalin, to kick the body into gear. Blood pressure climbs, the heart starts beating faster, sending more blood to the large muscle groups to get them ready for action. Another chemical, norepineephrine, is also released. The purpose of this is to set the brain on edge, making it more alert for visual cues of danger. More about this in a bit.

Basically, our bodies operate of the premise of “shoot first, ask questions later”. This priming the body for fight happens literally in the blink of an eye. The alarm has been sounded and anger has been unleashed. For right now, at least, the reptile in us is in full control.

But at this point, the things that make us human start to kick in. Another part of the brain, the hippocampus, is the contextual yin to the amygdala’s yang. It picks up the detail to help us put things in the right context. The amygdala tells us that we see a jaguar and jaguars can kill us. The hippocampus determines whether the jaguar is in a zoo, or leaping at us from a tree. This is the first place where our anger becomes to be contextualized. The hippocampus is the brain’s Sgt. Joe Friday: “The facts ma’am, just the facts”.

The next part of the process is where the rational part of our brains steps in and starts taking control. The signals that set the amygdala into action are then passed to the prefrontal lobes in the neocortex. Here is where the appropriate response is determined. A cascade of neural triggers is set off, determining how we should respond, given a more careful consideration of the facts. Remember, this isn’t to determine if we should get angry. That horse has already left the starting gate. This is to determine how aggressively we should override our initial reaction. The prefrontal lobes are our emotional brakes.

When it comes to the effectiveness of these brakes, all people are not created equal. Some have tremendously effective braking mechanisms. Nothing seems to perturb them. These would be the people who were smiling and joking at 10:30 at night in the Horizon Air customer service line at SeaTac airport, after we had found that none of us were getting home that night.

Some of us have much less effective braking systems. In fact, in some of us, our amygdala’s and our prefrontal lobes seem the unfortunate habit of playing a game of one upmanship, escalating the anger to a point totally inappropriate for the situation. This would be the person who was storming from gate to gate, threatening the gate agents to put him on a flight that would get him somewhere closer to home.

When it comes to our braking systems, there’s a right/left balance mechanism. It’s the left prefrontal lobe that seems to be main governor on how angry we become. The right prefrontal lobe, on the other hand, is where we harbor our negative emotions, like fear and aggression. Daniel Goleman, in his book Emotional Intelligence, tells the story of the husband who lost part of his right prefrontal lobe in a brain surgery procedure, and, to the surprise of his wife, emerged as a totally different person, more considerate, more compassionate and more affectionate. Fellow husbands, let’s hope word of this surgical procedure doesn’t get out. We’ll all sleep more soundly.

Outdated Signals

Now, obviously, in today’s world, being threatened by a hungry jaguar is probably not that common an occurrence. The threats to us are more likely to be to our personal dignity, our sense of fairness or our self esteem. But at the limbic level, our brain doesn’t really make a distinction. Remember, this mechanism has been built by millions of years of evolution. The last few thousand years of civilization hasn’t made a dent in it. It’s at the neocortical level, the highly plastic and adaptable part of our brain, where we make these distinctions and by then, we’re already angry.

This is one reason why we can feel so sheepish after an emotional outburst. Basically, our amygdala got carried away, set us up in full fight mode, and the left prefrontal lobe was napping on the job. We responded at a level that was out of proportion to what was appropriate, and it wasn’t until we cooled down a little that we realized it. This is when our wife looks at us after we lose it with the service agent at the lost baggage counter and say, “why did you get so angry?” (the “idiot” that follows this statement is usually implied, but not always) And somehow, “I was ready to fight to the death to ensure our survival as a species” just doesn’t seem like the right thing to say.

Confrontation is from Mars, Plotting is from Venus

By the way, there are gender differences in how we handle anger. Men basically have one response. We’re ready to fight. Confrontation seems to be our sole card to play. Women, on the other hand, have shown a much more varied repertoire of possible responses. They can be passively aggressive, vindictive or vengeful. They can employ much more sophisticated responses like social ostracism. Or, on the positive side, women are more likely to show compassion. But the key differentiator here is that men tend to respond to anger with a physical response, where as women tend to respond socially, either positively or negatively.

This difference makes sense when you look at our typical roles throughout evolution. Men were the physical providers and protectors. Women were the homemakers and the souls of the community. Through our history, men have been conditioned to respond in one way, and women in another. Women are equipped for their role with more empathy, the ability to better read others emotions, and a slower fuse when it comes to anger. Men are equipped for their role with a faster temper trigger, larger muscles and, it seems, a much more predictable response to threatening situations. Now, in making gender generalizations, I’m being incredibly sweeping here, but in aggregate, studies have shown this to be true. Again, I’ll come back to these differences.

The Speed of Anger

The speed of response of the amygdala is a two way street. It’s quick to be activated, but it’s also quick to shut down. The purpose of it is to get us prepared for a single burst of physical activity. Once it does its job, it moves on to the next thing. The information has been passed to the prefrontal lobe for further processing and the amygdala settles down to wait for the next threat. Total time elapsed? A few seconds.

But it’s what happens once anger is passed to the prefrontal lobe that can dictate whether this is a quickly dosed irritation or a long simmering feud. Remember, we have this chain of neural decisions that represent a balancing act between the left and right lobes. It’s the literal equivalent of the devil on one shoulder and the angel on the other. And all this time, we’re scanning our environment, consciously and subconsciously, for further cues about whether we should continue to be angry or to cool down. This is where anger gets much more complex. Every person has a different balance between these governing forces, and every situation is different. How you’re handled during this critical window will determine which emotional imprints you retain. And remember, it’s this emotional memory that will be recalled the next time you’re in a similar situation. This experiential, emotionally charged imprinting is a huge part of how we create attitudes and affinities towards a brand.

Anger in the Marketplace

So, after this long anatomical examination of anger, what’s the point? Well, if you look at how and why we get angry, you start to gain some insight in how to deal with angry customers.

First of all, anger is inevitable in negative customer situations. As much as we’d like to avoid dealing with angry people, let’s accept that as a given. It’s not as if they chose to be angry, they just are. And the degree of anger will be different in each person. What needs to be done is to maximize the chances for the left prefrontal lobe to douse the anger.

By the time you have your first contact with an angry customer, the amygdala has done its job and passed the ball to the prefrontal lobes. The alarm has been raised. Remember, the cause of anger in a customer is almost never going to be physical threat, unless you run the store from hell. Most often, the injury done will be to the customers self esteem, dignity or sense of fairness. And when the customer is in front of you, they’re looking to you to see if you represent a continued threat, or an ally. This will be conveyed through words, but to a much greater extent, through your body language and tone of your voice. The first few seconds of interaction with the customer will determine whether the right or left prefrontal lobe kicks in. If you’re perceived as a continuing threat, you’ll be dealing with the right lobe, and an escalating level of aggression. If you’re perceived as an ally, the left lobe kicks in and you’ll see the anger quickly dissipate. When we’re talking about person to person touch points, the first few seconds with an angry customer have no equal in importance.

Let’s take a closer look at what’s happening here. First of all, let’s remember our brains are being doused with norepineephrine. The purpose of this is to make the brain hypersensitive to possible threats. Again, think about the environment most companies choose to put angry customers in. In my case, after being bumped from my flight I was sent to Horizon Air’s customer service counter (and yes, I’m using the name purposely, and I’ll explain that in a second as well), which is smack in the middle of the busiest part of SeaTac airport. As you line up, waiting for a customer service agent, you’re subjected to the realities of a busy airport: tired, grumpy travelers, beeping carts, annoying gate announcements, reminding you that everyone except you is going somewhere tonight. None of this is going to make you a more pleasant person when you finally get to the head of the line. By now, you’re simmering on a slow boil. In my case, an obviously unhappy toddler decided to start screaming just a few feet from where we were waiting. Now, I’m a Dad and I normally have a lot of patience with unhappy kids, but this time, the screaming was like a jackhammer in my head. The norepineephrine was turning it into a huge warning signal.

Where else do angry customers go? The infamous customer service help line. Again, you’re put on hold, possibly the most irritating situation in the world. Look at this from the customer’s view point. You screwed up and inconvenienced me. You forced me to take valuable time out of my day to rectify the situation. And now you don’t even acknowledge the importance of my time by forcing me to wait on hold? What you’re telling me is your time is much more valuable than mine. Is this showing me that you’re an ally, rather than a threat?

Again, let me give you an example from my personal experience with Alaska and Horizon Airlines. On the trip out (before I got stuck in Seattle), the flight to Las Vegas was cancelled for some mysterious reason. We were never really told why. Now, being a frequent flyer on Alaska (and this is another area I’ll touch on, why we tend to continually anger our most important customers) I had been bumped up to first class. With the cancellation of the flight, I was put on standby for the next flight. The gate agent who checked me in apologized and said that although she couldn’t put me in first class, she’d note down my seat number and they’d try “to make it up to me”. This was the right response. She became my ally.

But on the flight, although I was directly behind the first class cabin (constantly reminding me that I had been bumped out) no flight attendant offered to make it up in any way. After waiting for most of the flight for the offer of a free drink or even an extra bag of peanuts, to no avail, the person behind me wanted to order a drink and caught the attention of the attendant in first class. She asked for the $5 dollars, and he said he was still waiting for the change from the first drink he ordered. She asked him if he was from the bumped flight and when he said he was, she said that they were supposed to offer everyone from that flight a free drink anyway, by way of apology, so not to worry about it. But no one offered anyone else from the flight a drink. There was no apology and no consideration.

Now, let’s examine this from my perspective. First, although angry, I had been appropriately dealt with and my inconvenience had been acknowledged. My sense of self esteem (as one of Alaska’s most valuable customers) had been repaired to some extent. But then this was not followed up on while I was on the plane. Not only was my dignity and self esteem disregarded, my sense of fairness was outraged at the lack of follow through with the inconvenienced passengers.

Where’s the next place Alaska dropped the ball? I considered saying something to the attendant, but that’s not in my nature. What I did was fire off an email to Alaska’s “Customer Care” address. Again, this is a typical channel provided for angry customers. But does it hit any of the required actions to mollify an upset customer? After struggling through a complicated form, I submitted my complaint. I got an automated reply saying that my submission had been received, saying that it was important to Alaska, and that it would typically be as many as 30 days before I received any response. No personal acknowledgement of my anger and the sense that I had been dumped into a big bureaucratic bucket. Again, this is not the way to tell me you’re my ally and you want to make the situation better. This is telling me that your hope is that I’ll forget all about it in 30 days, shut up and go back to being a good, submissive customer. That’s not going to happen. Let me till you why.

The Probability of Angering Your Best Customers

Here’s the ironic thing. Odds are it will be your best customer that you cause to get angry. It’s a simple case of probability. They have more encounters with you, so the odds of something bad happening go up. If I’m going to have a bad experience on an airline, it’s likely going to be the airline I travel most often.

With these customers, it’s more important than ever to acknowledge their anger and inconvenience. First of all, they represent a much higher lifetime value than the average customer, so the loss of business is a bigger deal (I’ve probably spent over a $100,000 with Alaska Airlines in the past 3 years), but secondly, they’ve made a commitment to your business, and you have to acknowledge the importance of that commitment. In return for making that commitment, and spending a large percentage of my yearly travel budget with Alaska, I want to feel that they recognize my importance as a customer. We’re more emotionally invested with the business, so we’re more susceptible to strong feelings, including anger. It’s the difference between having a fight with a stranger and a friend. There are a lot deeper and more complex feelings at play when we fight with a friend. The residue of a fight with a stranger will fade away completely in a few hours. Chances all, we’ll barely remember it. But the consequences of a fight with a friend can last days, weeks or even years. The scars can be deep and permanent.

There’s another critical element to understand here. Because your best customers have an emotional stake in your brand, if you don’t treat them very carefully when they’re upset, they’re also the ones most likely to spread the word either in person or online. By not acknowledging their importance as a customer and the validity of their anger, you’ve kicked the right prefrontal lobe into high gear. Physical confrontation is not an option but the negative feelings need an outlet. The more emotion involved, because of the greater emotional investment, the more we need to express our disappointment and anger. All we want to be is heard. If the offending party won’t listen, I’ll find someone who will. Hence my deliberate use of the brands Alaska Air and Horizon Air in recounting my experience in this post. For what happens with negative word of mouth, see my post earlier this week.

How to Handle an Angry Customer

So, what could Alaska or Horizon Air have done better? What can any of us do better? Let’s first except the fact that bad things are going to happen to customers, that those customers are probably going to be our best customers, and that they’re going to get angry. If we start from there, we can start looking at some practical ways to diffuse anger.

Timing is Critical

Remember, the anger response is very quick. In under a second, the initial response goes from the amygdala to the prefrontal lobes. And the longer it sits there, the more it simmers. Companies need to take a triage approach to angry customers, providing an initial assessment (and acknowledgement, as below) and then routing the person to the appropriate response channel. Anger left without a response will simply lead to more anger. Long waits on a hold line or in a lineup is not what you want to do

Acknowledge the Anger

In this immediate response, it’s important to let the customer know their anger is heard and acknowledged. Make them feel you’re their ally in getting this resolved. This immediately engages the left prefrontal lobe, rather than the right, diffusing the anger rather than adding to it.

Apologize Quickly

If appropriate, apologize, but do it sincerely. Do it face to face, eye to eye. The typical “pilot apology” (this is the pilot coming on the intercom during a flight and offering the blanket, corporate apology for the delay) won’t do it. The flight attendants should be doing it with every single customer, face to face.

Remove Negative Stimuli

This is huge. All too often, the place where angry customers are dealt with represent the worst possible environment for avoiding confrontation. Waiting is the norm and there’s no thought given to how to make the slighted customer feel heard and appreciated. In fact, as we’ve seen, these environments (either physical or virtual) feed the norepineephrine doused brain more and more signals that indicate a hostile environment. Instead, deal with angry customers in a soothing and even distracting environment. If you must make somebody wait, try to do everything possible to introduce positive stimuli to lighten the mood.

Respond Appropriately

Of course, the biggest factor is the nature of the person you’re dealing with when you’re angry. When I say we’re only human, there are two sides to that. Just as we’re prone to all the hair triggers and emotional flooding that comes with anger, so are the people on the other side of the counter. This means that you need to recruit a very special type of person to deal with angry customers, and provide them with an understanding of what causes anger and how to respond appropriately. You’re looking for people who have a hyperactive left prefrontal lobe. They have to be able to convey, through their words, their body language and the tone of their voice, that they’re the customer’s friends, not their enemy and that they’re going to make it right.

By the way, you might think, given my previous observations about the emotional intelligence of men versus women, that women would be a better choice, and in some instances, you’d be right. If you are upset and have the opportunity to talk to a man or a woman at the service counter, most of us would choose the woman. But that can also be a dangerous assumption. Here’s why. Just as women are more adept at reading emotions, they also tend to be more apt to show emotion. This means that a woman who does tend to be prone to becoming upset, irritated or angry will convey this more through her body language and attitude. This is not the place for officiousness or easily rattled people. This is where you need to find the most empathetic people you have and deploy them where they can do the most good.

Unfortunately, for most businesses, dealing with angry customers is the worst of all assignments. It can often be outsourced (talk about not being heard and acknowledged), or grudgingly done by someone who’s not equipped for the task, emotionally or with adequate training. What is the most important encounter you can ever have with a customer, and one that requires a masterful level of interpersonal skills, is done with a negative mental framework already in place (an angry person going to deal with other angry people) or, even worse, ignored, hoping the problem will go away.

Little Things Mean a Lot

The good news is, we all have very low expectations as customers when we’ve been slighted by a company. We’re used to being ignored, marginalized and put through the meat grinder. So it doesn’t take a lot for a company to really provide a positive and remarkable experience. If you can deal with the anger quickly, acknowledge it and make them feel they’ve been heard, become their ally and work towards a resolution that feels fair, then it doesn’t take much more to turn a fair response into a remarkable response.

Let’s go back to my experience with Alaska Airlines. I understand that things happen with airline schedules, and I wasn’t even that upset that I was bumped back to coach. What really irritated me was the lack of follow through on the gate agent’s promise to “make it right”. I wanted Alaska to show that my business was important to them. What would it have cost them to give me a free drink, along with a personal apology from the flight attendant? Or a small coupon for a fare reduction on a future flight. If you want to make it remarkable, get the pilot to take 5 to 10 minutes to walk through the cabin and personally apologize to every one of the 18 or 20 people who were bumped from the previous flight.

Remember, emotions permanently imprint brand attitudes. And emotions come with experiences. Good experiences create good emotions. Bad experiences create bad emotions. But you have the opportunity to determine which emotions you leave your customers with when things go wrong.

Postscript

I have to let you know that Alaska/Horizon has responded admirably to my complaint. I did receive a discount voucher as well as a very frankly written and apologetic email. They’re doing most things right, but unfortunately, timing is everything. Again, this is common in today’s world. Once you’ve discovered that you’ve upset a valuable customer, damage control is set in motion. But what I tried to outline is that the damage can be minimized dramatically if you respond promptly to become the customer’s ally and diffuse the anger before it has a chance to mount.

This has to do with more front line training and some standard procedures built on a greater awareness of the nature of anger itself.

But, the response shows that Alaska’s heart is in the right place and their intentions are good. They just have to brush up on execution at the initial point of contact.

Still Live (But Slightly Bruised) from Park City, Utah

First published December 14, 2007 in Mediapost’s Search Insider

Yesterday at the Search Insider Summit in Park City, I was precariously perched out on a limb. I kicked off the summit by defending my position that big agencies won’t “get” search. Given that the Summit attracts a fair number of attendees from the world of big agencies, I’m wondering if the organizers of the show (thanks, Nick… thanks, Ken) were setting me up for an unfortunate ski jump accident.

My opponent in the debate was Mike Margolin. If you’ll check the comments on the blog from the previous column, you’ll see that Mike and I started the debate there, and have now brought it to the ski hills of Utah.

“Doing” and “Getting” Are Two Different Things

My position is that search is something big agencies will “do” because they have to, but they’ll do so reluctantly. Search is not aligned to the cultural or creative DNA that defines a big agency. So, they’ll never “get” search.

Mike’s position is that big agencies will absolutely “get” search, because they have no choice. The big agency table is where the brand strategies are determined, and search will play an integral role in that. In fact, if you’re not at the table, you’ll be shut out.

What Does History Teach Us?

The argument is a good one. It’s logical and seeming inevitable. But if you look at history, it’s also without much precedent.

When discontinuous innovation happens (and search is definitely a discontinuous innovation) it’s almost never the established power players that adopt it and capitalize on it. I previously used the example of the adoption of electricity by corporate America, another discontinuous innovation. Then, the big, established companies had invested heavily in steam power. It took them 50 years to adopt electricity, even though the advantages of electrical power were obvious. By the time they made the move, younger, smaller, faster-moving and more nimble companies had passed them by. Many of the industrial dinosaurs never recovered and died away.

That’s how evolution works. The succeeding species replaces the previously entrenched one because of a change in DNA — but also because the existing power species underestimates the importance of that change.Why would the dinosaurs change? From their vantage point, towering over the mammals, they were invulnerable. It was inevitable that they would prevail. Or so it seemed at the time.

How’s the View Up There?

From the big agencies’ perspective, high atop their vast media-buying empires, the agency monoliths seem invulnerable. It’s only if you’re scurrying around down here at ground level that you see the cracks in the ground underneath them.

Finally, let’s touch on the fact of just how important search is. Search is just the thin edge of the wedge that’s forever changing the nature of marketing. Mass marketing is gone. Micro marketing is here, but the thing that makes search so fundamentally important is pull versus push. It’s about people (as fellow columnist Kaila Colbin pointed out in Tuesday’s column ), but more than that, it’s about knowing them and meeting them halfway, one person at a time. That’s what search does, and what it will do with increasing effectiveness over the next decade. This market doesn’t lend itself to mass campaigns. Instead, it means millions of micro campaigns.

But here’s the fundamental reason why agencies won’t embrace search and its pull versus push paradigm. Agencies persuade. It’s why they exist. Their jobs are to use everything at their disposal — creativity, cleverness, research, targeting, emotional appeals — whatever it takes to get us to buy something. That fits well with their push mentality. That’s why agencies love TV. At this point, TV is still the most persuasive medium out there.

But you can’t persuade someone in search. Advertisers have tried, and it’s failed miserably. Search is, at best, multiple-choice. Pick from A, B, C or D, based on which you think is the best match for your intent. There’s no room for persuasion. There’s only what’s present, and picking, and the last of these, the fundamental outcome of search, is totally in the user’s control. We spend a few seconds making our decision. We don’t even read the text. We don’t need to be persuaded to learn more. We’ve already made that choice. So we’re immune to persuasion when we’re on a search engine. In fact, we’ll purposely ignore it. By trying to do search, agencies are going against their most fundamental nature.

Highlights from the Search: 2010 Webinar

Yesterday, I had the tremendous privilege of moderating a Webinar with our Search 2010 Panel: Marissa Mayer from Google, Larry Cornett from Yahoo, Justin Osmer from Microsoft, Daniel Read from Ask, Jakob Nielsen from the Nielsen Norman Group, Chris Sherman from Search Engine Land and Greg Sterling from Sterling Market Intelligence. It was a great conversation, and the full one hour Webinar is now available.

I won’t steal the panelists thunder, but the first question I posed to them was what they see as the biggest change to search in the coming year. Most pointed to the continued emergence of blended search results on the page, as well as more advances in disambiguating intent. A few panelists looked at the promise of mobile, driven by advances in mobile technology such as multi touch displays, embodied in the iPhone. After listening again to the various comments, I’ve put them together into 4 major driving forces for Search in 2008 and beyond:

Disambiguation

The quest to understand what we want when we launch our search is nothing new. How do you deal with the complexities and ambiguity of the English language (or any language, for that matter) when you’re trying to make the connection between the vagaries of unexpressed intent and billions of possible matches? All we have to go by is a word or two, which may have multiple meanings. While this has always been the holy grail of search, expect to see some new approaches tested in 2008. We’ve already seen some of this with the search refinement and assist features seen on Yahoo, Live and Ask. Google also has their query refinement tool (at the bottom of the results page), but as Marissa Mayer pointed out in the Webinar, Google believes that as much disambiguation as possible should happen behind the scenes, transparent to the user.

The challenge with this, as Marissa also acknowledged in the Webinar, is that there are no big innovations on the horizon to help with untangling intent in the background. Personalization probably holds the biggest promise in this regard, and although it was regarded with varying degrees of optimism in the Webinar, no one believes personalization will make too much of a difference to the user in the next year or so. All the engines are still just dipping their toes in the murky waters of personalization. Using the social graph, or tracking the behavior of communities is another potential signal to use for disambiguation, but again, we’re at the earliest stages of this. And, as Jakob Nielsen pointed out, looking at community patterns might offer some help for the head phrases, but the numbers get too small as we move into the long tail to offer much guidance.

For the foreseeable future, disambiguation seems to rest with the user, through offering tools to help refine and focus queries, and possibly doing some behind the scenes disambiguation on the most popular and least ambiguous of queries, where the engines can be reasonably confident in the intent of the user. The example we used in the Webinar was Feist, a very popular Canadian recording artist. But “Feist” is also a breed of dog. If there’s a search for Feist, the engines can be fairly confident, based on the popularity of the artist, that the user is probably looking for information on her, not the dog.

More Useful Results

The second of the 4 major areas goes to the nature of the results themselves, and what is returned to us with our query. Universal (Federated, Blended, etc) results are the first step in this direction. Expect to see more of this. Daniel Read from Ask led the charge in this direction, with their much lauded 3D interface. As engines crawl more sources of information, including videos, audio, news stories, books and local directories, they can match more of this information to user’s interpreted intent. This will drive the biggest visible changes in search over the short term. For the head phrases, those high volume, less ambiguous queries, engines will become increasing confident in providing us a richer, more functional result set. This will mean media results for entertainment queries, maps and directory information for local queries and news results for topics of interest.

But Marissa Mayer feels we’re still a long ways from maximizing the potential of the plain old traditional web results. She pointed out some examples of results where Google’s teams had been working on pulling more relevant and informative snippets, and showing fresher results for time sensitive topics. Jakob Nielsen chimed in by saying that none of the examples shown during the Webinar were particularly useful. And here comes the crux of a search engine’s job. Just using relevance as the sole criteria isn’t good enough. For someone looking for when the iPhone might be available in Canada, there are a number of pages that could be equally relevant, based on content alone, but some of those pages could be far more useful than others. The concept of usefulness as a ranking factor hasn’t really been explored by any of the algorithms, and it’s a far more subtle and nuanced factor than pure relevance. It depends on gathering the interactions of users with the pages themselves. And, in this case, we’re again reliant on the popularity of a page. It will be much easier to gather data and accurately determine “usefulness” for popular queries than it will be for long tail queries.

By the way, the concept of usefulness extends to advertising as well. A good portion of the Webinar was devoted to how advertising might remain in sync with organic results, whatever their form. Increasingly, as long as usefulness is the criteria, I see the line blurring between what is editorial content and what is advertising on the page. If it gets a user closer to their intent, then it’s served its purpose.

Mobile

When we’re talking innovation, the panel seems to see only incremental innovation in the near term on the desktop. But as a few panelists pointed out in the interview, mobile is in the midst of disruptive innovation right now. The iPhone marked a significant upping of the bar, with its multitouch capabilities and smoother user experience. What the iPhone did in the mobile world is move the user experience up to a whole new level. With that, there’s suddenly a competitive storm brewing to meet and exceed the iPhone’s capabilities. As the hardware and operating systems queue up for a series of dramatic improvements, it can only bode well for the mobile online experience, including search.

Remember, there’s a pent up flood of functionality just waiting in the mobile space for the hardware to handle it. The triad of bottlenecks that have restricted mobile innovation – speed of connectivity, processing power and limitations of the user interface – all appear that they could break loose at the same time. When those give way, all the players are ready to significantly up the ante in what the mobile search experience could look like.

Mash Ups

One area that we were only able to touch on tangentially (an hour was far too short a time with this group!) is how search functionality will start showing up in more and more places. Already, we’re seeing search being a key component in many mash ups. The ability to put this functionality under the hood and have it power more and more functional interfaces, combined with other 2.0 and 3.0 capabilities, will drive the web forward.

But it’s not only on the desktop that we’ll see search go undercover. We’ve already touched on mobile, but also expect to see search functionality built into smarter appliances (a fridge that scans for recipes and specials at the grocery store) and entertainment centers (on the fly searching for a video or audio file). Microsoft’s surface computing technology will bring smart interfaces to every corner of our home, and connectivity and searchability goes hand in hand with these interfaces between our physical and virtual worlds.

That touches on just some of the topics we covered in our one hour with the panelists. You can access the full Webinar at http://www.enquiroresearch.com/future-of-search-2010.aspx. We’ll be following up in 2008 with more topics, so stay tuned!

The Evolving Whiff of Authenticity

I have a theory. Actually, I have several theories, but one in particular at the top of my mind today. I believe we are getting much better at sniffing out BS online.

In face to face encounters, we’re remarkably good at determining if someone’s authentic or not. We pick up cues, consciously and subconsciously, that allow us to make pretty accurate judgements as to the integrity and honesty of an individual. This “gut feel” that seems so vague is actually a sophisticated interplay of activity in various parts of our brain. Although we may not believe it, we’re all pretty good judges of character most of the time. It’s a survival mechanism. It’s not perfect, but it’s pretty good.

But what if we’re not face to face with someone? That is one of the challenges of the Internet. Often, we have to make judgements about information and the validity of opinions when we can’t see the person eye to eye. There is no editor on the internet, making sure everything we read is accurate and verified. It’s up to us to make the call. We have to act as our own editorial filters, reading between the billions of lines of HTML that are available to us.

Which leads us to something that was a little troubling to me that I heard this week. Every morning here at Enquiro, we have a “huddle” where we each share any news that we have heard that may be of interest to the team. Yesterday morning, Kyle Grant, who just returned from PubCon in Vegas, said he met a representative from a company that fakes blog posts. Basically, you feed the story you want spread about your product or service, and they hire a army of bloggers to post about it. It’s manufactured “buzz”.

Now, it’s not really surprising. As another team member mentioned, you can do the same thing with review comments, forum posts and other forms of commercial consumer generated comments. The door is open, so it’s natural that someone will figure out a way to squeeze through it and game the system. That too is part of human nature.

So, that really puts the onus on each of us to judge how authentic the content is we’re relying on online. And that get’s us back to my theory. I think we’re pretty good. I believe, in the relatively short time we’ve been online, we can pick up the “whiff of authenticity” or, conversely, the “whiff of BS” on most sites. We can tell what’s real and what’s manufactured. We can sort out the meat from the Spam. Like our face to face filters, they’re probably not perfect, but they work most of the time. We will be taken (as Lonelygirl15 showed) but sooner or later, we’ll get to the heart of what’s real.

The other thing that’s unique about the web is that we don’t have to rely just on ourselves to do this. For some reason, there’s still an unspoken law online that we will be diligent (in fact, virulent) about uncovering bogus garbage online. We revel in exposing the seedy underbelly of our culture. The internet has let a breath of fresh air into the previously stiffled world of media control. Before, we were expected to believe anything that came to us through the supposedly pre filtered channels that feed us our view of the outside world. The nightly news, the daily newspaper, the weekly news magazine. As was proven when Dan Rather’s journalistic integrity (or lack of same) was exposed online, we’re probably safer trusting the crazy patchwork quilt of information we get online than we are with the carefully spoon-fed news items we’re get every night through the networks.

Ultimately online, right will prevail, and it will do so much quicker than was true in the power controlled world of just one generation ago. We are less trusting and we are developing a much healthier cynical streak. Every time a door is open for all of us to have a voice, we will see parasitic companies scrambling to push through it, trying to capitalize on our collective gullability. And they’ll thrive, for awhile. But it’s a short term game, because I believe strongly that most times, we’re not as stupid as we look.

Another Year, Another SEMPO Survey

First published December 6, 2007 in Mediapost’s Search Insider

As chair of SEMPO, one of the things I’ve seen establish itself is the regular SEMPO state of the market survey. Every year about this time, we field a gargantuan survey (in excess of over 400 questions, including all the possible branches) in which we attempt to capture a relatively complete snapshot of where search is at this given point in time. We use the data captured to analyze year over year trends and attempt to project forward  how these trends might develop over the coming year. This year, in addition to the main survey, which primarily collects North American data, we’ll also be launching a smaller European version, scheduled for the new year.

One of the interesting things about the survey is that it can act as an early warning system for emerging trends. Among the biggest variances last year was the clear signal that many marketers would ideally like to move their search marketing management in-house. Over the course of the year, we’ve certainly seen this start to happen, and my suspicion is that we’ll continue to see this trend play out in 2008 and beyond. In-house marketers are the fastest growing SEMPO membership segment. By digging this point out of the data, we were able to put it on the radar of search agencies, letting them know that perhaps the value provided wasn’t quite up to what clients were looking for. It may not have been good news, but it was vital.

Two years ago, click fraud emerged as a major concern. While the urgency of click fraud seems to have lessened, it’s still a nagging doubt that seems to linger in the background and throw a shadow on the effectiveness of search as a marketing channel.

Other data points worth mentioning: Last year, for the first time, search seemed to pierce the consciousness of C-Level executives. This trend literally appeared out of nowhere, as one year previous these execs were barely aware of search. Heightened awareness on the executive floor might be responsible for some of the directives to bring search in-house. If you want something to capture the attention of executives, make it a budget line-item. For many companies, search broke this threshold in 2007.

Also, while many marketers seemed to feel there was still room to up their keyphrase bid amounts, the ceiling seemed closer than ever before. Pricing fatigue became a reality for more and more search marketers.

That was the backwards look at last year’s survey findings. This time around, it will be interesting to see how what has arguably been the biggest year of change in search has impacted marketers. With the rollout of unified (or universal, or blended, or 3D, or whatever the label du jour is) and personalized search, the interface has undergone some pretty dramatic changes. While the impact on most of our campaigns has been minimal to this point, we’re all thinking about how this might change the game. It will be interesting to see what changes in attitudes towards search as a channel boil out of the data.

So, if you have a few minutes to spare (about 10 to 15 should do the trick) make sure you take this year’s survey. Like any study, its accuracy is totally dependent on how many people volunteer their information. The more who take it, the more we can slice and dice the data and pull more nuggets out of it. And, by taking it, you get the first look at the findings.

Finally, a word of thanks to my SEMPO research co-hort, Kevin Lee from Did-It. He puts a lot of hours into question formulation and testing every year, all of them as a volunteer. This survey is really his baby.

What Makes a Rumor so Easy to Spread?

urban-legend-rumorWe all want to be part of the next viral world of mouth success story. We want our product to be at the epicenter of a “buzz” storm that spreads like wildfire across the internet. But the conditions that lead to true word of mouth viral outbreaks dictate that these outbreaks are few and far between.

Jumping the Weak Ties

First of all, let’s look at what’s required for word of mouth to spread. The trick to a true viral outbreak is finding something that will jump the “weak ties”. Mark Granovetter identified weak ties in a social network back in the 70’s. Basically, social networks are not uniform and even. They are “clumpy”. They have dense clusters, comprised of people who tend to spend a lot of time together. These are family members, co workers, close friends, members of the same church or organization. Word spreads quickly throughout these clusters, because of the frequency of communication and the nature of the relationships between the members of the cluster. There’s an inherent trust there and people talk to each other a lot. This makes the social ties within the cluster strong ties. Given this, once one person in the cluster knows something, there’s a pretty good bet that everyone in the cluster will know it in a relatively short period of time.

But the challenge comes in getting a message to make the jump from cluster to cluster. How does word of mouth spread from one group of co workers to a church group in another town? To do this, we’re relying on social ties that are much weaker than strong ties. We’re counting on an acquaintance to pass word along. And for that to happen, some conditions have to be met first.

Lowering the Drawbridge

In 1993, Jonathon Frenzen and Kent Nakamoto followed up on Granovetter’s earlier work (Frenzen, Nakamoto: “Structure, Cooperation and the Flow of Market Information,” The Journal of Consumer Research, December 1993) to see the conditions that had to be met before a message would jump across a weak tie. In their words,

“Instead of an array of islands interconnected by a network of fixed bridges, the islands are interconnected by a web of “drawbridges” that are metaphorically raised and lowered by transmitters depending on the moral hazards imposed by the information transmitted by word of mouth.

In their study, they looked at a number of factors, including the nature of the message itself, and the concept of moral hazard, or how it would impact the messenger. For the test, they used news about a sale. In one social network, they saw how fast word would spread about a 20% off sale. In the other social network, they used a sale where the discounts were a more remarkable 50 to 70% off. To introduce a moral hazard variable, they also altered the availability of sales items. In one case, quantities were very limited, and in the other, quantities were practically unlimited.

What they found was that amongst strong ties, word of the sales spread fairly quickly in most instances. But when the message wasn’t that remarkable (the 20% off example), word of mouth had difficulty jumping across weak ties. Also, when moral hazard was high (quantities were limited) again, the message tended to get stuck within a cluster and not be transmitted across the weak ties.

Mexican Vacation Sale

Let’s use an example to make this a little clearer. Let’s imagine an airline is having a seat sale to Mexico. In the first example, it’s $50 off per seat, but it applies to every seat on the plane, on every flight. There is no limit on the inventory available. In the second instance, instead of $50 off per seat, the entire cost of a return flight to Mexico is just $50. That’s much more remarkable. And in the third instance, the sale is again $50 per person, but it’s limited to 10 seats on 2 flights, for one day only. Only 20 tickets are available at this price.

In the first instance, you would probably only pass along the information if someone happened to mention to you that they were thinking of going to Mexico. The information is not that note worthy. The value of information is not that great. There’s little chance that this would ever move beyond your “strong tie” cluster. It’s not something you’d go out of your way to mention to an acquaintance.

In the second instance, a $50 flight to Mexico is big news. And we’re socially predisposed to share remarkable stories. We believe it elevates our social status within our cluster. Every one likes to be the first to tell someone about something remarkable. It’s part of human nature. So we’ll go out of our way to share this information. We don’t even wait for someone to raise the topic. This is noteworthy enough that it merits bringing up in any context. It’s worth interrupting normal conversations for. Word will spread far and wide, across strong ties and weak ties alike.

But in the third instance, even though the news is remarkable, we personally have something to lose by spreading the story. There are only 20 seats available, so if we tell too many people, we might not get a chance to take advantage of the sale ourselves. Chances are, we won’t tell anyone until our seats are booked. And even then, we’ll probably only tell those we’re closest to. After we look after ourselves, our next inclination is to make sure those that are closest to us won’t miss out on the opportunity. Again, because of this “moral hazard” there’s little likelihood that word will spread beyond our strong ties.

Rumor has it

So, now that we know the limitations of message transmission within a network, depending both on the structure of the network and the cooperativeness of it, let’s look at one type of information that always seems to spread like wildfire through any social network, regardless of the circumstance: the juicy rumor.

Rumors have no moral hazard, at least, not for us. There are no limitations of quantity. We don’t stand to lose out (at least, not in a material sense. We’ll leave the ethical questions aside for now) by spreading a rumor. So that restriction is gone.
Secondly, the likelihood to spread a rumor depends on the nature of the rumor itself. First of all, does it involve people we know? Personal rumors about people we know are almost irresistible to spread. They beg to be passed on, again, because they put us in the position of “being in the know” and having access to information not available to everyone. Second to the personal rumor is the celebrity rumor. These are a little less “spreadable” because we’re not in the same privileged informant position. Also, although we know the people involved, in the public sense, we don’t really know them in the personal sense. When it comes to rumors, the closer to home they hit, the better.

Finally, we have the “juiciness” of the rumor. How sensational is the story? How remarkable is it? A rumor about your neighbor’s washing machine breaking down isn’t going to go too far. But an affair leading to a marriage break up, being fired from a job or a significant health issue, unfortunately, are stories made to spread. Because we’re human and inherently competitive, we love to spread bad news about others.

Fine Tuning the Rumor

And this brings us to an almost universal behavior seen whenever rumors tend to spread. We like to fine tune the story to make it a little more interesting. Rumors are subjected to “flattening”, “sharpening” and “assimilation”, just to make the story a little more sticky. Flattening is where we get rid of the details that get in the way of what we feel is the noteworthy aspects of the story. In some cases, the discarded details are contradictory and in some cases they’re just extraneous. Regardless, if they’re not pertinent to the main story we want to get across, or if they dilute the story, we toss them out.

Sharpening takes the remaining facts and enhances them a little (or a lot) to bring the story and it’s value as news into sharper focus.

Finally, assimilation is where we take the story and make sure it fits within our shared mental framework. We alter the story so it fits with ours (and our recipients) shared beliefs and views of the world. That’s one reason why rumors are so “spreadable”. We alter the story to ensure it’s interesting, and the further the story goes, the more irresistible it becomes.

The ultimate example of this are urban legends, where once there may have been a kernel of truth, but the stories have become so flattened, sharpened and assimilated through countless retellings that now, as intriguing as they are, they are basically manufactured fictions.

Negative Word of Mouth

We’ve always known that negative word of mouth spreads faster than positive. When we take what we now know about social networking and apply it, we begin to see why. For instance, negative word of mouth and rumors share a lot in common. There’s generally no moral hazard in play. In fact, the reverse is true. You’re actually helping people out by sharing this information, and you get a little retribution and revenge yourself. It’s a twisted win-win!

And for some reason, humans are much more likely to pass along negative information than positive. Again, it comes to our concept of social hierarchy and building ourselves up through the misfortunes of others. Admirable it’s not, but predictable? You bet!

And finally, the better known a company or brand is, the more likely negative word of mouth will spread. If there’s bad buzz circling about Nike, McDonald’s or Starbucks, we’ll all take part because all those brands are part of our shared frame of reference. We’ve already assimilated them.

By the way, remember that negative word of mouth will also be subjected to flattening and sharpening, as well as assimilation. So the negative buzz will get worse with each retelling.

Obviously, if you’re counting on word of mouth as your marketing channel, you have to take the reasons why word of mouth spreads into account. It can be made to work for you, if the conditions are right, but remember, this is not a process you have much control over. You can plant the seeds, but then human nature will take it’s course.

The Whys of Buy: Visualizing the Buy

Human brainVisualization risked becoming another one of those clichéd words through the 90’s, because it was used by every self improvement guru as a path to success. Visual success and it will be yours. But the fundamental principles of visualization bear up, in some very practical and surprising examples. And the neurological science behind visualization is sound.

Visualization allows us to sense a scene in our minds when we read a passage. Actually, the word visualization is a little misleading, because it only refers to the sense of sight. Visualizations can engage all the senses. For example, we took our two daughters to Manhattan last summer, landed at 11 pm, and because we weren’t tired, walked through Times Square at midnight. New York was in the middle of a heat wave and the temperature was still 98. The combination of heat and humidity added a particular edge to the smell of garbage in the streets, that sickly sweet/sour odor that punctuates the more appetizing smells wafting from restaurants and street vendors. Times Square was still going at full tilt (this was a Saturday) so the din of taxi horns was deafening. At every corner, we still had to elbow past street vendors and crowds jaywalking through the intersections. For my daughters, it was a rude sensory awakening to the Big Apple.

As I was writing that, feelings, sights, sounds and smells were being activated in my mind. I was recalling the images, and could, in my mind, feel the humid heat, smell the odors, hear the horns and see the crowds. If any of you reading this had been to Times Square on a hot summer night, you probably have your own scenes, from your own experiences, replaying in your mind. But the amazing thing is, if I say falafel stand, you can see, smell and perhaps even hear it. That’s because the same parts of your brain are firing that would actually be activated if you were physically there. Imagination is the next best thing to being there.

Athletes have long known this. Visualization starts building the same neural pathways that actual physical action does. A golfer struggling with his swing can visualize it and improve it, without a club in his hands, because he’s giving his brain a trial run. The same is true with a gymnast learning a new move. Studies have shown that imagining a 5 finger piano exercise results in a significant improvement in performance.

But perhaps the most startling evidence comes from a study done by the Cleveland Clinic Foundation in Ohio. Here, from About.com, is the summary of the study:

They split 30 healthy young adults into 3 groups.

For 15 minutes a day, five days a week for 12 week, Group #1 imagined exercising their little finger muscle. Group #2 imagined exercising their biceps muscle and Group #3 acted as a control group and did no imaginary exercise. Those in the first two groups were asked to think as strongly as they could about moving the muscle being tested, to make the imaginary movement as real as possible. The researchers measured muscle strength before, during and after the training sessions.

Group #1 (the finger exercisers) increased their strength 53 percent, and Group #2 (the biceps group) increased strength by 13.4 percent.

These results are somewhat unbelievable. Simply imagining exercise can make you stronger! Literally without lifting a finger. That’s the power of visualization.

So what does this mean for marketing? Visualization plays a part here as well. We often visualize our way through a purchase. If we’re looking at buying a car, we visualize ourselves driving it. If my wife is determined to buy a dress, she visualizes herself wearing it. Even if you are suddenly craving something from Starbucks, you can see, smell and taste the coffee before you ever get it in your hands. Visualization is a powerful part of purchasing, and once we build these neural pathways, it takes us much closer to the actual purchase. Smart marketers start building the pathways before you ever set foot in the store. That’s why personalized products can be so powerful. Personalization forces visualization.

Of course, visualization of product usage is nothing cutting edge. Most marketers do this instinctively. But what about visualization of the actual purchase itself? How can you start building the neural pathway required to ensure the transaction is completed? This is particularly important in more involved purchases, such as trips, cars, houses or more involved B2B purchases. In each of these cases, the very act of buying can act as an obstacle to a sale. It requires time, commitment and knowledge. For all these reasons, a little mental practice could improve the odds for success. Let me share another example.

In the 1960’s, social psychologist Howard Leventhal wanted to persuade a group of college seniors at Yale to get a tetanus shot. What he wanted to test was whether fear would be a more powerful influencer. So several information booklets were produced. Some were “high fear” with graphic pictures and descriptions. Some were “low fear”, with a more toned down, informational approach. The booklets were distributed and, somewhat predictably, the high fear booklets seemed to be more persuasive. The groups that received these booklets were more convinced about the importance of shots and more of them indicated that they intended to get inoculated. But one month later, almost none of the participants from any of the groups, high fear or low fear, had actually gone for an inoculation. A mere 3 percent had actually been inoculated. This was an unforeseen glitch in the experiment.

So Leventhal redid the experiment, but this time with one small change. This time, in all the booklets, he included a map showing where the clinic was and the hours it was open. This time, the inoculation rate went up to 28%.

If we look at the power of visualization, the thing that surprised Leventhal really isn’t that surprising at all. The first round of the experiment did a good job of inducing the visualization of consequences, in this case, negative consequences. The high fear booklet let the students visualize what might happen if they didn’t get a tetanus shot, and so it was persuasive. But it didn’t close the loop. It wasn’t that the message wasn’t persuasive. It was just that it left the door open for life to get in the way.

But the second version allowed the student to visualize the path required to actually get the inoculation. I’m sure most of them probably knew where the clinic was, but the inclusion of the map prompted them to visualize actually going there, and the hours allowed them to visualize where in their schedule they could fit in the visit. Once the students went through the mental process of visualizing action, there was a much higher probability that the action would take place.

What are the takeaways? If your purchase process requires a commitment on the part of the buyer, let them visualize the path required to get to the end. Use your website to build the path required to navigate through things like financing, negotiation, customer service, delivery and selection of products and options. Don’t just stop at visualization of ownership. Think about the visualization of the act of buying as well.

Passing the Tactical Torch to the New Kids

First published November 29, 2007 in Mediapost’s Search Insider

After the recent SMX show in London, I had a chance to have a wrap-up dinner with conference chair and Search Engine Land Executive Editor Chris Sherman. Chris and I, both feeling a little long in tooth, realized that there’s been a generational transition in search. The new generation is taking over the tactical stuff. As Chris said, “This blows away the traditional block and tackling stuff we used to do.” These are hotshots that live and breathe social media optimization, get a visceral rush out of an elegant link baiting campaign and measure their prowess through the number of Diggs they collect. They’ve taken organic optimization to a new level.

The Slow Surrender of the Sluggish Synapse

It was somewhat ironic, as I spent my sessions at SMX talking about things like bounded rationality, working memory and satisficing. To me, the working of the human mind is infinitely fascinating and that’s where I’ve been spending my free hours. I’m quite content to leave it to the up-and-comers to scramble up the listing hierarchy to grab the top slots. I’m more interested in what happens from the user side when they’re presented with those listings. Of course, I have the luxury of having a talented team working with me that can focus on the tactics while I play in my little strategic sandbox.

It reminded me of a passage I remember reading somewhere. A mathematician’s washed up by the age of 35 (I know, this is a point of controversy and I’ve read arguments on both sides, but I’m just using it as an example, so don’t get all worked up about it) but philosophers only hit their stride well into middle age. There’s a difference between sheer mental acuity and wisdom. Now that my synapses are slowing down, wisdom is really the only option open to me, so I’m grasping at it with both hands.

Wisdom: The Consolation Prize for Growing Older

I think it’s generally true that younger people tend to flex their mental muscles by solving puzzles of defined scope. They concentrate on the question ahead of them and revel in pushing the limits, punching holes in traditional thought and taking on risk that would prove unpalatable to a more pragmatic middle-ager, all in search of a solution that allows you to say, undeniably, that you’ve won. There are definitely winners and losers in the game of SEO. Number one is a winner. Everybody else is a loser, although in this case, the degrees of losing increase as you move down the page. It’s like sports. Nobody remembers second place. This appeals to the bravado of youth. SEO is for the young, and the young at heart.

But the question of who wins is a little more difficult to determine if you’re asking “why” questions. Why do people do what they do on search engines? Why do they make the decisions they do? Why do they pick certain brands over others?

I think unraveling the answers to “why” questions require patience and a more seasoned world view. There are fewer “aha” moments that signal victory. Answers are teased out little by little and added to the general body of knowledge about why we do what we do. The qualities that lend themselves to this approach come with age. They require being students of human nature. I’ve found that as I’ve grown older, I’ve become less frustrated with human frailty and more fascinated by human complexity. Of course, I’ve also become crankier. All of which makes me difficult to live with.

Search’s Big Picture: Step Back and Refocus

This trend also speaks to a maturity in the search space. It’s encouraging to know that search has started to develop a “big picture” that allows for strategic thought. Search was exclusively tactical in its early days, because its limited, siloed scope made it so. But now, search has become so integral in so many activities, we find overlap in almost everything we do. I can find much common ground in how we make decisions and how we use search engines. The top of this particular box is starting to open. And the broadening of approaches to optimizing search both as a marketing channel and as a human activity is healthy. As author Daniel Pink said, we need to develop our right-brain skills, “such as forging relationships rather than executing transactions, tackling novel challenges instead of solving routine problems, and synthesizing the big picture rather than analyzing a single component.”

So, as we walked down Edgware Street in London looking for a restaurant (we ended up finding quite a good Lebanese place), Chris and I talked about this passing of the torch and came to the conclusion that we’re okay with it. To be honest, I really don’t have a lot of interest any more in the tactics of search. That doesn’t diminish the importance of them; it just means that I’d rather do something else with my time. “What” doesn’t really capture my attention anymore. But “why”? Now there’s a question I can sink my teeth into. At least, while I still have teeth.