The Mountaintop Insights, Inspiration and Perspective for Enlightened Marketers

February 9, 2010

People Behaving Badly- Online Human Behavior 101 Series – Part 1 of 3

I figured I would start out looking into the basics of human behavior online as it forms the basis of understanding for all of the other areas (social experience, customer experience, and demand gen).

The big question is: Do people act differently online than they do in real life?

The answer is yes. Sometimes dramatically different. But why?

The 3 A’s

Since the net began it has offered all people the same thing without prejudice. That thing is Access. Access to content, access to applications (of all varieties) and access to people (like minded or otherwise). Access has broken all of the boundaries people, society and governments have understood for hundreds of years. With it came all sorts of behavior new behavior and not many rules to manage conduct or behavior.This post has been brought to you by the letter A

The second A is Acceptance. People could easily find like-minded individuals and whole groups who shared their interests no mater how normal, bizarre, and immoral those interests are. Social sites like FaceBook and Twitter by natural design encourage and support this characteristic. If you love nude marathons, there is a group for that. If you are a cross-eyed knitter, there is probably a group for that too. Acceptance is the glue in social networks and real life relationships alike.

The last, and probably most contentious characteristic is Anonymity. Anonymity allows anyone to do or say something without accountability. And when we remove accountability, we get radical changes in behavior. Suddenly without the typical boundaries we have in the real world where accountability is all around us and governing our behavior, we have the capability to be completely anonymous. And with anonymity, we are also stripped of many emotions that keep us from behaving badly; fear and shame to name just a few of the more powerful ones.

So where is the point at which people can potentially take a turn for the worse? It’s all about situation and the people involved in that situation at that specific time.

The Power of the Mob

I recently read a story of a speaker who took the stage at Web 2.0 Expo 2009. You can read the full story here, but it is shining example of how easily a mob forms out of what one can only assume to be decent people any other time. The problem came from a Twitter back channel and a rough start to a speaking engagement. This was no novice speaker either as she is a woman of wonderful talent and excellent insight; a great speaker by all accounts. But here we have a situation where a speaker stumbles and shows weakness. With the Twitter back channel going on behind her, the crowd begins to comment on her performance and it quickly spirals out of control right down to sexual remarks. Remember, this is a business conference filled with professionals…

But what would have happened had all of these people in the crowd used their real names and company information as part of their Twitter IDs for this conference? It certainly would have changed the situation because it would have potentially allowed for accountability for socially unacceptable behavior. Maybe this is where we have to go in the future? But that kind of control is very uncomfortable for anyone.

The Plight of the Corporation

Now enter the corporation, a powerful entity in the real world and masters of their domains. But online, they do not get the benefit of anonymity and are accountable for everything they do or say. This is the conundrum all companies face. How can we deal with people online who can easily hide behind a veil of anonymity while we have to expose ourselves completely.
In Social Media channels in particular where the conversation is happening about your company in hundreds of different conversations, most of them without you knowing, you are constantly exposing your brand to risk. So how do we deal with this imbalance? We can’t force people to be accountable.

Think Strategically

A solid strategy that encompasses rules of engagement for employees goes a long way. Don’t just send them in willy-nilly. Arm them with a plan and the tools to make it work. This includes an understanding of the environment you are getting into, how to resolve almost any problem (or escalate it quickly to someone who can), how to keep people engaged, and most importantly how to listen and appreciate what someone is saying. Listening to and appreciating people will help to keep behavior civil almost every time.

Know Your Audience

A little knowledge goes a long way. Research should always be the basis for any communications program, including Social Media. Next to this, understand why they are in this Social community and why/how they would interact with your brand. Again many times bad behavior is because of negative situations and negative situations arise when we lose sight of customer need in some way.

  • Find out who they respect or trust and why.
  • Find out who the leaders are and what their values are.
  • Understand that people are in Social Media environments to build relationships with like-minded people. If you are not there to build relationships, then why are you there?

Be Careful What You Ask For

If you go into Social Media channels asking for feedback expect you will get it. In fact, expect you will get it regardless of whether you ask for it or not. The last thing you want to try and do is control what people are saying by suppression of opinion (deleting posts, banning members, etc.). Just take Honda’s recent experience with the introduction of the CrossTour as an example of what happens when you ask for feedback and then start deleting all the negative comments. You can still see some of the comments here, but they deleted most of them, much to the joy of the blogoshpere who took that naughty behavior and told the world.

If you want to create a bad situation, start suppressing people’s opinions. It works every time.

Manage the Situations

The most important thing we can do is always been on the lookout for potentially harmful situations. What do these look like? Well, here’s where you need a practiced eye/ear to be involved in your Social Media program. Someone capable of spotting trouble before it happens and being able to defuse almost any situation by either dealing with it effectively or taking it offline and dealing with it effectively. The key is to do it swiftly and fairly; not heavy handed. If you deal with people harshly or unfairly you stand a very high chance of fanning the flames even higher.

Behavior can be Influenced

In the end, we can influence behavior once we understand what drives it. This is a learned experience and one that each company is going to go through as they explore Social Media channels. As each situation arises, always remember that the proper approach will win you relationships, many times create champions and the respect of many, many people. If you can always do the right thing for your customer, you stand a good chance of avoiding the mob and building a great and vibrant community around your brand.

February 8, 2010

February Editorial Schedule

Filed under: Editorial Schedule,Overview — Jeff @ 12:25 pm

Since Feb is such a short month and we are some ways through it, I want to devote this time to the basics.

Social (Media) Experience Design 101: A 4-5 part series on the basics of good, customer-centric social marketing.

Customer Experience Design for Web 101: A 3-4 part series on the basics of customer-centric web design and approaches.

Online Human Behavior 101: A 2-3 part series exploring the essentials of human behavior and communication in online environments.

Online Demand Generation 101: A 4 part series on the fundamental elemetns to a great demand generation campaign.

Each week we will be covering off a piece of these rather than doing one series per week, unless of course demand is to do it all at once in which case I will get in touch with my french ancestry and capitulate (or drink red wine, whichever comes first).

Jeff – Sensei

Setting Expectations – The inaugural first post

I must admit I dithered just a bit about what to put in my first post. After some thought and discussion with some colleagues, I settled on something simple – set some expectations by creating common understanding. If you are going to invest your time coming here, I want you to have some type of expectation for what you will receive.

What is the Mountain Top?

Think perspective. Depending on where you were in relation to the mountain, it looks and feels dramatically different. If you are at the top, you feel triumphant and exhilarated. If you are clinging to the side you feel determined and cautious. If you are looking at from the base you feel overwhelmed and in awe. Now change from a person to a bird or animal and the perspective changes yet again as do the feelings.
Perspective is the combination of three things:

  • Situation (what has brought me here)
  • Vantage point (who and where am i)
  • Experience (how have my experiences and the experiences of others affected my beliefs)

Take a simple garbage dumpster. A wealthy person looks at is as a disgusting place meant for trash. A homeless person looks at it as shelter from the elements and a source of food. That is the power of being able to understand and change perspective.

What The Mountain Top will deliver is a unique perspective on some very specific areas of online marketing and communications:

  1. Social Media: A term I personally dislike and feel it misrepresents what we are looking for which is to “be social” with our customers. I much prefer Social Experience Design.
  2. Demand Generation: The art of creating demand in customer’s minds for your products, services, and solutions.
  3. Customer Experience Design: The foundation stones of any marketing and communication program. We will explore the soft, dark underbelly of emotional experience design and the human behavior that drives it.

What is Social (Media) Experience Design?

Lets establish a common understanding of the terminology.

  • Social Media: It is a distribution channel for User Generated Content (UGC). That’s it. Most marketers only focus on Twitter, FaceBook and You Tube, but it includes all sorts of various specialty channels, the blogoshpere, and customer communities. Social Media is not new; it has been around since the web began and has always been social. Marketers just took notice because of the sheer number of consumers on the top channels. These top channels are consumer wastelands and at best indifferent to most companies and at worst hostile.
  • Social Media Experts: It is truly frightening to witness what passes for an expert these days. 2000 followers on Twitter does not a Social Media Expert make. We will look at what core skills an “expert” needs and how to spot a gong show before it happens. If the advice has been to use Social Media channels as just another PR outlet, then you should hear the banging of gongs in the background.
  • Social Experience Design: Is the art of creating a positive experience in social channels and the art of creating favorable social environments. It combines a deep understanding of the environment and the customers. It is also about understanding your role as a company in social media environments – that role is the enabler. We will dig deep into human behavior, identify best practices, and examine all sorts of current examples.
  • Favorable Social Environments: Think of these as customer communities, but also places where your brand can flourish rather than struggle to survive. How do you identify external communities and how do you design private ones.
  • Social Experience Strategy: A Social Media strategy is impotent without understanding audience need and the experience you need to create in order to meet that need. How are you going to anchor your appraoch to what the customer holds dear? Who do they trust already? How can our current customers become brand champions for us? Is there such a thing as targeted social (media) experience?
  • Strategic Rationale: I seriously question why many companies even get involved in Social Media. Many times, the compelling reason has been “everyone is doing it, so I don’t want to be left behind”. We are going to look at who is best positioned to be “social” and which companies should save their time, money and brands.  What you should really be asking is how can I develop better relationships with my customers?

The end result of Social Experience Design is an evolved, very different and very personal relationship with potential and current customers. It is full of risk because it exposes us to the unknown in an environment we cannot control. Those who master this environment stand to gain significant advantage over their competitors. Those who go in without a sound, well researched strategy introduce high risk to their brands.

What is Customer Experience Design? 

While the field is fairly mature, I tend to take a different approach to CE than most. It is based on several fundamental approaches to people, even in a B-to-B model.

  1. Emotional Experience: As companies, we have analyzed the bejesus out of our customers spending habits, demographics, psychographics, etc… We understand the rational mind of the customer. The problem is that the customer, often times, is not rational at all (at least to us). We will focus on the dark half of customer experience design, that being the emotional experience. The emotional experience is an enigma wrapped in a mystery. It is the one place, that if we understand, we can make tremendous progress to acquiring and keeping customers. It is the feeling we all have that answers the question “do i feel good doing business with this person?”
  2. Human Behavior: Behind our emotional experience is the behavior that drives us. Why do we do the things we do? How can different situations or experiences influence action? Can we create those specific situations or experiences by better understanding primal drivers and embedded human perceptions? We will explore all sorts of edgy ideas on human behavior and the art of influence.
  3. Customer Centric: This is based on 3 areas of commitment.
    1. Customer Enablement: Focus on clearing obstacles from the customer relationship, enabling ease of access to knowledge, understanding and service. Share power with the customer.
    2. Customer Advocacy: Deep understanding of the customer and the customer’s customers. Investing in the relationship. Being there through thick and thin. Putting their needs ahead of our own by paying it forward.
    3. Customer Relevancy: Ensuring everything is relevant to the customer and their needs; that value is delivered at every step.
  4. Balance: Everything is about balance. Everything. We will look at how to identify what a balanced customer experience is and how we can achieve it. This includes looking at Employee Experience Design (how can we deliver a positive customer experience with disenfranchised employees?)

Sensei Customer Experience Design
The Mountain Top will explore new perspectives and challenge norms around customer experience design. We will look at current examples and identify emerging best practices to dramatically improve the customer (emotional) experience.

What is Demand Generation?

In my experience, this is a practice area that many confuse with lead generation; the two are very different. A lead is something any chuckle-head can get because usually the definition is so broad. “They downloaded a whitepaper, therefore they are a lead!” or “we had 100 people register for this event!”. These are not leads, but they are often precursors to leads or prospects depending where that individual is in their decision-making process.

I have always defined a lead as: An expression of interest to do business with you from someone who is not currently a customer.

What does it mean to have demand?

This is where we start. Demand is simply that; when a person thinks of a business problem or a consumer thinks of fulfilling some kind of need, they seek the solution that is top of mind and has the most positive experiences attached to it. It is about positioning within the minds of specific targeted customer groups. It is about creating groundswell.

How do we generate demand?

Demand generation is a very strategic process. It all starts with knowing your customers (emotional/psychological needs, preferences, and decision making processes being the most important). Contrary to many people’s opinions, I believe this is always an integrated approach combining marketing tactics (both direct and indirect) that have been identified through research as being high potential.

There are a couple factors to my approach that stand out as different and perhaps can help you identify ways to improve your demand generation programs.

  1. Behavioral Profiling. We use this as the basis of everything we do. It gives deep understanding of customer language, behavior and emotional patterns above and beyond what standard segmentation research can provide. It takes a little digging to find a company that can do this, but they are out there.
  2. Customer Experience Design. You are designing a customer experience, not a demand generation campaign. If you change your thinking to this way, the results can be dramatically different.
  3. Think baby steps not giant leaps. I have always carefully managed expectations around Demand Generation to focus on the incremental steps to building a relationship with a net new prospect rather than getting a sale. A sale is the result of the process of building rapport, comfort, and trust with a person and is the essence of long term, profitable customer relationships. If we focus on a sale, we are often disappointed.  A sale is timing. Demand is being top of mind when the timing is right.
  4. Continual engagement. I have seen so many demand generation programs planned without any consideration to ongoing engagement once the “official” campaign has ended. This goes back to timing and that often the timing just isn’t right for the majority of people we connect with, but they still express high interest in our brand. Continual engagement is how we effectively and efficiently continue to foster a positive relationship that will eventually lead to sales. This is a process best addresses by web and social media.
  5. Don’t neglect the website. Most demand generation focuses on getting people to the website, 800 number or retail location. But that is only half the battle, in fact many people who are potential customers already know about you. In my experience embedding a custom new customer engagement process in the corporate website is fundamental to fulfillment. To use a simple metaphor, it is the difference between telling a person to climb a mountain and giving them a sherpa to help them along the way.

These are the kinds of topics I am going to cover off as well as looking at practical applications of these elements in demand generation, case studies, and insights into best practices you can easily integrate into your demand generation programs. These are principles that equally apply to B-to-B and B-to-C models.

Strategic Crossovers

Lastly, we are going to look often at how each of these areas supports and crosses over into the other. For example, I firmly believe that customer experience design is the basis for every success in marketing including social media and demand generation. I also believe you can integrate Social Media into Demand Generation programs very effectively to close the loop between the two and justify entry into Social Media.

It’s all about you.

This blog is about paying it forward and sharing all of the knowledge and experiences I have gained. I won’t be able to cover everything myself and often, I will bring experts in specific fields into The Mountain Top to delve deeper into these subjects.

Many times you will have questions or issues that I haven’t covered, I want you to feel comfortable asking questions via comments or this question form. I will respond on the blog within several days to answer your questions as best I can.

I am not promising enlightenment, but hopefully we can travel that path together and uncover the answers for the betterment of all.

Cheers!

Jeff – Sensei

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