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wheatAdvertising used to be simple. You knew what it was, and where it came from.

Whether it was an ad you heard on the radio, saw in a magazine or spotted on a billboard, you knew it came straight from the advertiser through that medium. The only intermediary was an advertising agency, if the advertiser bothered with one.

Advertising also wasn’t personal. Two reasons for that.

First, it couldn’t be. A billboard was for everybody who drove past it. A TV ad was for everybody watching the show. Yes, there was targeting, but it was always to populations, not to individuals.

Second, the whole idea behind advertising was to send one message to lots of people, whether or not the people seeing or hearing the ad would ever use the product. The fact that lots of sports-watchers don’t drink beer or drive trucks was beside the point, which was making the brand familiar to everybody.

In their landmark study, “The Waste in Advertising is the Part that Works” (Journal of Advertising Research, December, 2004, pp. 375-390), Tim Ambler and E. Ann Hollier say brand advertising does more than signal a product message; it also gives evidence that the parent company has worth and substance, because it can afford to spend the money. So branding was about sending a strong economic signal along with a strong creative signal.

Plain old brand advertising also paid for the media we enjoyed. Still does, in fact.

But advertising today is now also digital. That fact makes advertising much more data-driven, tracking-based and personal. Nearly all the buzz and science in advertising today flies around the data-driven, tracking-based stuff, which now comprises a massive industry that would have CMOs, the press and publishers all assume that the best advertising is the most targeted, the most real-time, the most data-driven, the most personal. And that old-fashioned brand advertising is hopelessly retro.

In terms of actual value to the marketplace, however, the old-fashioned stuff is wheat and the new-fashioned stuff is chaff.

To explain why I say that, let’s start with tracking-based advertising’s two big value-subtracts: 1) un-clarity about where any given ad comes from; and 2) un-clarity about whether or not any given ad is personal.

For example, take the one ad that appears for me, in my Firefox browser, in this Washington Post story:

ziluly

What put that ad there?

If I click on the tiny blue button on the upper right corner of the ad (called “Ad Choices,” which I’ll visit later), I get to a linkproof “About Google Ads” page. It mostly pitches Google advertising to potential advertisers, but also says “you may also see ads based on your interests and more.” How do they know my interests? By tracking me, of course.

Was this ad tracking-based? Probably not, because the ad is nowhere near any interest of mine. Also, it was the only ad that got past the tracking blockers I have on that browser. According to my Ghostery add-on, these entities are following me on the Washington Post site:

ghostery-wapo

Oddly, Google isn’t one of them. But then, Ghostery doesn’t see, or stop, as many trackers Privacy Badger, which I also have installed. Here’s that list:

privacybadger

Since I’m not currently running an ad blocker on Firefox, but I am running Ghostery and PrivacyBadger, I can assume that absence of tracking accounts for some of the blank white spaces flanking editorial matter, each with the word “Ad” or “Advertisement” in tiny type.

Thus I suppose that the Google/Zulily ad got through because it either wasn’t tracking-based or because I have Ghostery and/or Privacy Badger set to wave it through. But I don’t know, and that’s my point. Or one of them.

Now let’s look at what I’m missing on that page. To do that, I just disabled all tracking and ad blocking on a different browser — Google’s Chrome — and loaded the same WaPo page there.

It took twenty-seven seconds to load the whole page, including seven ads (which were the last things to load), over a fast home wi-fi connection (35Mbps downstream).

Instead of the Zulily ad I saw in Firefox, there was one in the same space for the Washington Post’s Wine Club. Only one of the six other ads featured the little blue Ad Choices button. It was one for the Gap. When I clicked on it, this came up:

Screen Shot 2015-08-12 at 11.01.20 AM

Then, when I then clicked on “Set your Ad Preferences,” I was sent to Gap Ad Choices, which appears to be a TRUSTe thing. The copy starts,

Interest-based ads are selected for you according to your interests as determined by companies such as ad networks and data aggregators. These companies collect information about your activity – like the pages you visit – and use it to show you ads tailored to your interests; this practice is sometimes referred to as behavioral advertising.

You can prevent our partner companies listed below from showing you targeted ads by submitting opt-outs. Opting-out will prevent you from receiving targeted ads from these companies, but you may continue to see our ads that are not shown through the use of behavioral advertising.

I’ve never heard of any of those companies, or those on the PrivacyBadger list, except for Google, Facebook, Amazon, Twitter and other usual suspects. Nor have you, unless you’re in the business.

These companies are not brands, except inside their B2B sphere, which includes a mess of different breeds: trading desks, SSPs (Supply Side Platforms), DSPs (Demand Side Platforms), ad exchanges, RTB (real time bidding) and other auctions, retargeters, DMPs (Data Management Platforms), tag managers, data aggregators, brokers and resellers, media management systems, ad servers, gamifiers, real time messagers, social tool makers, and many more.

Take a look Ghostery’s Global Opt-Out page, which lists a giant load of companies that “use your data to target ads at you.” I haven’t counted them, but to get to the bottom of the list I had to page down twenty-eight times. And it’s still just a partial list. Lots of other companies, such as real-time auction houses, aren’t there.

Then, if you want more self-torture, check out LUMAscapes such as this one:

display-advertising-lumascape-email-ads-1024x748

Or go to the master Ad Choices page. The headline there says “WILL THE RIGHT ADS FIND YOU?” — as if you want any ads at all. The copy below says,

Welcome to Your AdChoices, where you’re in control of your Internet experience with interest-based advertising—ads that are intended for you, based on what you do online.

The Advertising Option Icon gives you transparency and control for
interest-based ads:

  • Find out when information about your online interests is being gathered or used to customize the Web ads you see.
  • Choose whether to continue to allow this type of advertising.

Watch three short videos to learn how the Icon gives you control of when the right ads find you.

And if you want to go completely bonkers, try watching the videos, which feature the little ad choices icon as the “star” in “your personal ads.”

Calling this stuff bullshit doesn’t cover it. It’s delusional. Disconnected from reality. Psychotic.

Reality is the marketplace. It’s you and me.

We have no demand for this stuff. In fact our demand, on the whole, is negative, for good reason. According to TRUSTe’s 2015 Privacy Index,

  • 92% of consumers worry about their privacy online. The top cause of concern there: “Companies collecting and sharing my personal information with other companies.”
  • 42% are more worried about their privacy than one year ago.
  • 91% “avoid doing business with companies who I do not believe protect my privacy online.”
  • 77% “have moderated their online activity in the last year due to privacy concerns.”
  • 86% “have taken steps to protect their privacy in the last twelve months.”
  • 63% “deleted cookies
  • 44% “changed privacy settings”
  • 25% “have turned off location tracking”

Ad blocking has also increased. According to PageFair’s latest report,

  • “Globally, the number of people using ad blocking software grew by 41% year over year.” (Q2 2014 to Q2 2015.) In the U.S. the growth rate was 48%. In the U.K. the rate was 82%.
  • In June 2015 “there were 191 million monthly active users for the major browser extensions that block ads.”

I should pause here to add that I use four different browsers on this laptop alone, and make it my business (as the chief instigator of ProjectVRM) to try out many different VRM (vendor relationship management) tools and services, including those for privacy protection, among which are tracking protection and ad blocking systems. These include Abine, Adblock Plus, DisconnectEmmett‘s Web Pal, Ghostery, Mozilla’s Lightbeam, PrivacyFixPrivowny and others you’ll find listed here. I switch these on and off and use them in different combinations to compare results. The one thing I can say for sure, after doing this for years, is that it’s damn near impossible for any human being — even the geekiest — to get their heads around all the different things the tracking based advertising business are doing to all of us, through our browsers and mobile apps, or how all these different approaches to prophylaxis work. The easiest thing for everybody is to install (or switch on) a single ad and tracking blocker and be done with it. Which is exactly what we’re seeing in the research above.

Another delusion by the “interest-based advertising” business is the belief that we “trade” our personal data for the goods that advertising pays for. In The Tradeoff Fallacy: How Marketers are Misrepresenting American Consumers and Opening Them Up to Exploiitation (a report from the Annenberg School for Communication of the University of Pennsylvania), Joseph Turow, Michael Hennessy and Nora Draper say that’s not the case. Specifically,

…a majority of Americans are resigned to giving up their data—and that is why many appear to be engaging in tradeoffs. Resignation occurs when a person believes an undesirable outcome is inevitable and feels powerless to stop it. Rather than feeling able to make choices, Americans believe it is futile to manage what companies can learn about them. Our study reveals that more than half do not want to lose control over their information but also believe this loss of control has already happened.

And it isn’t just about “giving up” data. It’s about submitting to constant surveillance by unseen entities, and participating, unwillingly, in what Shoshana Zuboff calls surveillance capitalism, which

…establishes a new form of power in which contract and the rule of law are supplanted by the rewards and punishments of a new kind of invisible hand…

In this new regime, a global architecture of computer mediation turns the electronic text of the bounded organization into an intelligent world-spanning organism that I call Big Other. New possibilities of subjugation are produced as this innovative institutional logic thrives on unexpected and illegible mechanisms of extraction and control that exile persons from their own behavior.

And yet, scary as it is, the Big Other is limited by two things.

One is the paradox Don Marti isolates in Targeted Advertising Considered Harmful: “The more targetable that an ad medium is, the less it’s worth…For targeted advertising, it’s damned if you do, damned if you don’t. If it fails, it’s a waste of time. If it works, it’s worse, a violation of the Internet/brain barrier.”

The other is the belief by most members of the Big Other that we are nothing but consumers, and that all we want to do, all the time, is buy something.

For example, I just looked up Mt. Pisgah in North Carolina on maps.google.com. In “search nearby” (which Google volunteers as a default search choice, along with a picture of a pizza), Google’s search algorithm assumes that I’m looking, by default, for hotels and restaurants. But what if I’m looking for hiking or biking trails, or something else that costs no money? No luck. Google instead gives me a hotel, a lake and another wilderness area. In fact Google has no idea why I wanted to look up that mountain. (In fact it was to illustrate this point, for this essay. Nothing more.)

I just went back through the last seven days of my browser usage on Firefox, Chrome, Safari and Opera, to see if there is anything with a hint about anything I might want to buy. Out of many hundreds of pages I’ve visited, there is a single hint: a search I did for a replacement remote control for my sister’s Sansei TV. (I didn’t buy it, but I did email her a link.)

Even Amazon, which deals with us almost entirely when we are in shopping mode, constantly promotes stuff to us that we looked for or bought once and will never buy again. (For years after my grandson had moved past his obsession with Thomas the Tank Engine, Amazon pushed Thomas-like merchandise at me.)

Worse, Amazon constantly mixes wheat and chaff banner ads, so you don’t know whether what you’re seeing is there because Amazon knows you, or because it’s blasting the same promo at everybody.

This has been the case lately with Amazon’s “Home Essentials” banner, “presented by Pure Wow.” If you click on the Pure Wow logo, you get sent to a page that identifies the company as “a women’s lifestyle brand dedicated to finding unique ways to elevate your everyday.” Is Pure Wow a division of Amazon? Is it a company that paid Amazon to place the ad as a branding exercise? Does Amazon think I’m a woman? WTF is actually going on?

Fortunately, it’s possible to tell, by looking at Amazon through a browser uncontaminated by cookies or spyware. (In my case that’s Opera.) This is how I determined that Pure Wow is a simple brand ad, blasted at a population. In other words, wheat. But the fact that it’s hard to tell is itself a huge problem, for Amazon and Pure Wow as well as for the rest of us.

Because marketing is now so totally data-driven, and it is possible for marketing machinery to snarf up personal data constantly and promote at people in real time, the whole business has become obsessed with sales, rather than the rest of what marketing used to be all about. (As taught, for example, by Theodore Levitt and Peter Drucker.)

Nearly the entire commercial Web — the part that’s funded by tracking-based advertising — is so high from smoking its own exhaust that it actually believes that we are buying stuff all the damn time.

These intoxicated marketers completely miss the fact that 100% of the time we are dealing with stuff we’ve already bought, and often need serviced. (Like my sister with the lost remote control.)

Thus we have the strange irony of marketing talking about “brand value,” “loyalty,” and “conversation” while doing almost nothing to serve actual customers who need real help, besides answering complaint tweets and routing inquiries to robots and call centers (which are increasingly the same thing).

My point here is that giant companies — the Big Other — really think homo sapiens is homo consumerus, which is a category error of the first water.

Worse, it’s an illusion. Getting would-be oppressors to assume we are doing nothing but buying stuff all the time is one of the all-time-great examples of misdirection.

And think about what happens when personalized advertising works — for example, when it serves up an ad we can actually use. The actual value of that ad is still compromised by the creepy suspicion that we’re seeing it because we’re being followed, without permission, using who-knows-what, all of it stuck like leeches to our virtual flesh by parties that may not be Google or others who want to point us to the nearest pizza joint when we just want to know what exit to take.

Kapersky Labs calls the who-knows-what “adware.” Specifically, adware is the payload of cookies, programs and other code inserted into your browser, your computer and your mobile device, mostly without your knowledge or permission. The industry and its associations (such as the IAB and the DAA) say adware is all about giving you a better “advertising experience” or whatever. But to the Kaperskys of the world, adware is an attack vector for spreaders of malware and other bad actors — especially those looking to siphon money off an easily gamed system, often by planting hard-to-find bots and other malicious files inside your gear. Kapersky’s 2014 report, for example, is full of arcana that’s hard for civilians to understand, but is worth reading just to get an idea of how very bad this problem is for everybody. Here’s a sample:

Almost half of our TOP 20 programs, including the one in first place, were occupied by AdWare programs. As a rule, these malicious programs arrive on users’ computers alongside legitimate programs if they are downloaded from a software store rather than from the official website of the developer. These legitimate programs might become a carrier for the AdWare-module: once installed on the user’s computer it can add advertising links to browser bookmarks, change the default search engine, add contextual advertising, etc.

Here is one example of one piece of malware at work:

The Trojan-Clicker.JS.Agent.im verdict is also connected to advertising and all sorts of “potentially unwanted” activities. This is how scripts placed on Amazon Cloudfront to redirect users to pages with advertising content are detected. Links to these scripts are inserted by adware and various extensions for browsers, mainly on users’ search pages. The scripts can also redirect users to malicious pages containing recommendations to update Adobe Flash and Java – a popular method of spreading malware.

No wonder security expert T.Rob Wyatt says Online advertising is the new digital cancer. He explains,

I often refer to AdTech as the Research & Development arm of organized cybercrime. The criminals no longer have to spend money inventing new ways of penetrating the mobile device or PC since they can purchase a highly targeted ad for mere pennies instead. Thanks to very effective personalization capabilities delivered by ad networks, the cybercriminals can slice and dice their content and tailor the malware for specific audiences.

There are many ways to personalize content.  For instance, do you ever wonder why we so much email spam is obvious? Spam is often riddled with misspellings, bad grammar, and other glaring clues as to its malicious intent. We think “those must be some really dumb spammers” as we click delete.  Who would fall for that, right?  Actually, that is intentional. People who are so eager for the promised product that they are willing to overlook those obvious clues are self-selecting as the most gullible targets, and therefore the most lucrative. Malvertising relies on a similar filtering mechanism: Anyone NOT using ad blockers is self-selecting into the cybercriminal’s target pool.

There are many names for digital advertising’s chaff. “Interest-based advertising” is the Ad Choices conceit. Inside the business, “adtech” and “programmatic” are two common terms. Kapersky uses “adware.” Don uses “targeted.” I like “tracking-” or “surveillance-based.”

The original name, however, before it began to be called advertising, was direct response marketing. Before that, it was called direct mail, or junk mail.

Direct response marketing has always wanted to get personal, has always been data-driven.

Yes, brand advertising has always been data-driven too, but the data that mattered was how many people were exposed to an ad, not how many clicked on one — or whether you, personally, did anything.

And yes, a lot of brand advertising was annoying, and always will be. But at least we knew it paid for the TV programs we watched and the publications we read.

So now is the time to separate advertising’s wheat from its chaff, in the place where it’s easiest to do, and where it counts most: in our own browsers, apps and devices. It’s much easier to defeat the problem ourselves than by appealing to policy-makers and the industrial giants that rule the commercial Web. And we’re already part way there, thanks to friendly makers of browsers, extensions and add-ons that are already on the case.

Hence…

An easy solution

1280px-Batteuse_1881

All we need is a way to see what’s wheat and what’s chaff, and to separate them as we harvest content off the Web.

In agriculture this is done with a threshing machine. On the Web, so far, it’s done with ad and tracking blockers. All we need to do next is adjust our browsers and/or blockers to allow through the wheat. (Or to continue blocking everything, if that’s our preference. But I think most of us can agree that encouraging wheat production is a good thing.)

For that we need to do just two things:

  1. Label the wheat on the supply side, and
  2. Be able to pass through wheat on the demand side.

This can be done with UI symbols, and with server- and browser-based code.

By now it is beyond obvious that the chaff side of the chaff-obsessed advertising business won’t label its ads except with fatuous nonsense like the Ad Choices button. They can’t help us here.

Nor can attacking problems other than tracking. Not yet, anyway.

This is why well-meaning efforts such as AdBlock Plus‘s Acceptable Ads Manifesto can’t help. While everything the Manifesto addresses (ads that are annoying, disruptive, non-transparent, rude, inappropriate and so on) are real problems, they are beside the point.

As T.Rob puts it in Vendor Entitlement Run Amok, “My main issue with vendors turning us into instrumented data sources isn’t the data so much as the lack of consent.”

If we consent to wheat and block the chaff we solve a world of problems. Simple as that.

And we’re the only ones who can do it.

In her Black Hat 2015 keynote, Stisa Granick says,

Now when I say that the Internet is headed for corporate control, it may sound like I’m blaming corporations. When I say that the Internet is becoming more closed because governments are policing the network, it may sound like I’m blaming the police. I am. But I’m also blaming you. And me. Because the things that people want are helping drive increased centralization, regulation and globalization.

So let’s not just blame ourselves. Let’s fix the problem ourselves too, by working with the browser and ad and tracking blockers to create simple means for labeling the wheat and restricting our advertising diet to it.

And believe me, there are still plenty of creative people left on the old wheat-side advertising business — on Madison Avenue, and in the halls of AdAge and MediaPost — to rally around the idea of labeling the good stuff and letting the bad stuff slide.

By harvesting wheat and threshing out chaff, we also encourage good advertising and re-align it with good editorial (a word I prefer to “content,” which always sounds like packing material to me). We may not like all the ads we see, but at least we’ll know they have real value — to the sites we read, the broadcasts and podcasts we watch and listen to, and to the ad-supported services we depend on.

Then, for those of us who want or welcome certain kinds of tracking, we can also create useful flags for those as well, and consent that’s worthy of the noun.

But let’s start where we can do the most good with the least effort: by threshing apart advertising’s wheat and chaff.

Bonus links:

guy-in-a-shrink-wrapIn a provocative OuiShareFest talk titled You Are the Product, Aral Balkan says this:

I think we are at the point where we have to ask ourselves the very uncomfortable question: What do we call the business of selling everything else about you, that makes you who you are, apart from your physical body? And why, if this is our business, is it not regulated?

While I think regulations too often protect yesterday from last Thursday, I’m in sympathy with Aral on this one. While I’ve been working for years on simple means to signal, for example, whether or not we wish to be tracked when we leave a website, I’m not sure those signals will be respected unless backed by the force of law.

But my mind is open about it.

So there are two questions on the floor here.

  1. What do we call the unwanted harvesting of personal data (our digital body parts) online?
  2. What policies, if any, would we recommend to back the expressed wishes of people not to be followed when they are online?

Thanks in advance.

In “Cool Influencers With Big Followings Get Picky About Their Endorsements,” Sydney Ember of the NY Times writes,

The more brands that use influencers for marketing campaigns on social platforms like YouTube, Twitter and Instagram, the less impact each influencer has. At the same time, many influencers, who once jumped at the opportunity to endorse brands, are being much more selective for fear of appearing to sell out.

In How the gig economy has turned bad analysts into vendor advocates, Horses for Sources writes,

The technology and services industry today is awash with individuals whose only professional activity is flitting from vendor conference to vendor conference, with the sole purpose of writing completely non-objective puff pieces praising their vendor hosts in exchange for money (or in the hope said vendors will pony up some dough in gratitude).

And in MediaPost‘s Influencers: When Are they a Bad Bet?, Erik Sass wisely writes,

Okay, let’s admit some basic facts: when you look at many influencers, there’s really not much to them.

So “influencer,” it appears, is a euphemism for sell-out. We’re talking about shills here.

What should a brand do with truly valuable customers? I see three choices:

  1. Pay the customer to shill for them. That seems to be the default in today’s marketing world.
  2. Reward the customer in some way, as airlines do with frequent flyer programs.
  3. Recruit the customer to get more involved with the company itself, helping to improve its products and services. In other words, use the customer as an influencer on the company, rather than on some target audience. Generate real value at the source.

I submit that #3 has far more value than #1, and can add enormous value to #2.

Think of three companies for which you are a committed customer. Then think about what value you can give to those companies as a veteran user and good source of intelligence and insight.

As examples, I’ll name three of my own:

I’m way past a million miles with United, and have been a “1K” (100k miles/year) passenger for years. Naturally, United is nice to me, as it tries to be with all frequent fliers. I have no complaints, and can think of much to praise. I’ve also done my best to be good to United as well (though not by shilling them). One small way is by tagging with “United,” “United Airlines” and “UAL” all the 10,000+ scenic photos I’ve taken out the windows of their airplanes.

But I would be glad to do more. For free. Like other frequent (and expert) fliers, I have plenty of ideas it would be good for United (or any airline) to hear, whether or not they implement them. But, aside from United’s feedback surveys, there is no easy or standard way to do that.

According to my personal account pages at MyGarmin.com, I own six Garmin GPS units and a map for one of them. In fact I’ve owned more than I see on both lists. (Some have been lost or stolen.) I’ve also loved every Garmin product I’ve ever used. My current fave is the little eTrex 20 GPS. That unit and earlier Legend and Vista models have yielded lots of useful data for me, including what’s visualized here on the company’s free BaseCamp map app:

basecamp

Same goes for data remembered, somehow, by Garmin’s older RoadTrip app:

roadtrip

Note the differences. I’d love to combine and reconcile them somehow, but have no idea how to do that. I’d also like to see the next-generation eTrex bring back some of the virtues I enjoyed in the Legend and Vista (such as the rubbery back and the non-flimsy way the earlier models held a MicroSD card).

I’ve had a number of conversations, over the years, with Garmin call centers, and their agents have always been highly knowledgeable and helpful. But I’d love to have a better way to relate to Garmin than the means the company alone provides.

I actually have only one Apogee product: the Mic microphone. It’s handy, and vastly improves sound over the built-in mics in my laptop and mobile devices. I carry it with me everywhere. In fact, I like the Mic so much that I would be glad to buy some of the company’s other products. But I haven’t, because the legs of my Mic have all fallen off. (Each were held on by a tiny phillips-head screw that easily unscrews and disappears. Two of the legs are now held on by substitute screws and the third by a twist-tie.) I just opened a support ticket on Apogee’s support page, asking for replacement screws, and attempted unsuccessfully to wake up the Live Chat thing. We’ll see how it goes with the support ticket.

I have two points here.

One I’ve already made: good customers have far more value to add than their patronage alone.

The other is new to business: we need a standard and common way for any customer to contribute useful intelligence to any company they care about. This would unlock immeasurable value through improved products and services.

We can’t get there by working the company side alone. Even if every company in the world improves its customer service to the max, every company’s systems and improvements would still be as different as they are today.

We can only innovate here on the customer side.

It helps that there is nothing new about this. The entire Internet is an example of exactly the kind of innovation we’re talking about here. It gives every customer scale, and provides a common way for everybody to engage everybody else. Same goes for basic tools we use on the Net. For example, browsers and email. Browsers especially provide standard and common ways for individuals to engage Web sites and services.

What we’re talking about here is a breed of VRM: Vendor Relationship Management. But it’s one breed, not the whole thing. And it’s a new breed.

I think it needs a name, so we can classify development there. Got one? Lemme have it.

Meanwhile, here is one hypothetical example of an innovation in this space.

 

 

 

 

bob-kauffmanWhen the Los Angeles Clippers open their first game at home this season, I want them to pause and celebrate their original franchise player: Bob Kauffman, the team’s all-star center for its first three seasons, when they were the Buffalo Braves.

In fact, I think the team should retire Bob’s jersey, #44. For the ceremony the team should also bring out his four daughters, all of whom were also basketball stars: Lara and Joannah at Georgia Tech, Carey at Duke and Kate at Clayton State. Bob died on July 27 at age 69.

Bob was an amazing player to watch, a privilege I enjoyed often as fellow student at Guilford College. Guilford was nowhere before Bob arrived and a powerhouse by the time he left. Same went for the Braves.

At 6-8 and 240, Bob was a big guy, but he played bigger. Here’s what Guilford wrote about him a couple days ago:

Kauffman scored 2,570 points on 64 percent field-goal shooting and collected 1,801 rebounds in his 113-game career, all current school standards. He also holds Guilford marks for career scoring average (22.7 ppg.), single-game rebounds (32), single-season rebounds (698, 1967-68), career rebounding average (15.9), career field goals (943), single-season field goal percentage (.712, 1967-68), single-season free throws (273, 1966-67), career free throws (684) and single-season free-throw attempts (344, 1966-67).

Great stats, but none suggest how tough and intimidating Bob was as a player. I remember watching one Braves game against the Celtics on TV, pleased when the announcer said Bob was the only center in the NBA who knew how to play Boston’s Dave Cowens, straight up. Amazingly, I just found an account of what followed, in 30 Things About Dave Cowens:

…he slugged Guilford’s Bob Kauffman, appropriately nicknamed “Horse,” at the foul line, then patiently waited for Kauffman to swing back. Kauffman hit Cowens so hard Cowens finished the game wearing an eye patch.

And yet he was totally generous: a consummate team player. I remember Bob McAdoo’s first game with the Braves, against the Knicks at Madison Square Garden. Bob grabbed an offensive board he could have put right back in; but instead he kicked it out to the rookie, so the kid could get off his first pro shot.

Bob’s pro career started as what today we’d call a lottery pick: he was taken third in the 1968 draft by the Seattle Supersonics (now the Oklahoma City Thunder) behind future Hall-of-Famers Elvin Hayes and Wes Unseld. But the Sonics didn’t know what to do with Bob. Nor did the Chicago Bulls, where he played the next year.

Then Bob got lucky. Thanks to various trades and player shufflings, he landed with the Buffalo Braves, an expansion team, for their inaugural season. The fit was perfect. Here’s Jerry Sullivan in The Buffalo News:

In the Braves’ first season of 1970-71, Kauffman averaged 20.4 points, 10.7 rebounds and 4.5 assists. He averaged 18.9 points and 10.2 rebounds in ’71-72 and 17.5 points and 11.1 rebounds in ’72-73. He made the Eastern all-stars in all three seasons for Buffalo teams that lost 60 games.

As his daughter Lara put it to Jerry, Bob left his heart in Buffalo:

“The Buffalo fans from all over, people who moved to Atlanta or wherever I go, they all remember my dad,” Lara Kauffman said. “What people remembered about my dad was he played very blue-collar. I think he was sort of a reflection of a lot of people in the Buffalo community the way he played. He wouldn’t back down from anybody. He played against Lew Alcindor at the time. He matched up against Wilt Chamberlain. My dad would go head-to-head with those guys.

“He was undersized. He was 6-8 and played a face-up game. But because he was so physical, oftentimes he would match up against the toughest player. He would go toe-to-toe with them. I think his style of play reflected Buffalo a lot. He was a hard-working player. Every timeout, he ran off the court. He was the first to the bench.

“He tried to set a good example of hard work and play,” his daughter added. “If my dad had a late night the night before with the guys, he was up at 5 a.m. running six miles. He never stopped. He was just a committed athlete. He was also a gentleman. He would sign autographs. He had all the patience in the world with the fans. They were important to him. He never treated people as second-class. He always had time for them.”

And that’s how I remember him as well. Back at Guilford, there wasn’t a bigger man on campus than Bob, yet he was sweet and friendly with everybody.

Bob’s career as a player was sadly short. Hip problems forced him to retire at 28, from the Atlanta Hawks. After that he coached the Detroit Pistons for a year and then returned to the Hawks’ front office before leaving the game for other work. (If memory serves, Bob was the GM for Detroit when they hired Dick Vitale as coach.)

My favorite testimony to Bob’s value as a player was uttered by his coach at Guilford, Jerry Steele. After Guilford’s play-by-play announcer told Jerry that Catawba College guard Dwight Durante (“the best 3-point shooter you never saw“) appeared that week in a Sports Illustrated piece, Jerry replied, in his usual slow drawl, “Well, Dwight Durante may have his picture in Sports Illustrated, but I’ve got Bob Kauffman’s picture in my bedroom.”

The announcer was Carl Scheer, known today as a legendary NBA executive, former GM of the Carolina Cougars, Denver Nuggets, LA Clippers and Charlotte Hornets — and the inventor of the Slam Dunk Contest, among other distinctions. If it weren’t for Bob, Carl might still be a lawyer in Greensboro. Suzanne Dietzel in Greater Charlotte Business:

After a respectable run in undergraduate college basketball and baseball, Scheer graduated from Marquette Law School and began a career in a small law firm in Greensboro. After realizing that his desire to litigate cases would likely be unrealized due to the size of the firm, he visited Guilford College and asked to be slated to broadcast basketball and football games – a passion he had indulged in graduate school.

Scheer had made fast friends with many in the sports community when opportunity knocked. According to Scheer, “Guilford was embarking upon an aggressive, small college basketball campaign, largely driven by star player, Bob Kauffman. I had announced his college career, and once he found himself in demand by two competing leagues, he asked me to represent him for his contract negotiations.”

Scheer elaborates, “In 1968, agents were unheard of. Knowing I was a lawyer, Bob asked me to represent him.” He jokes, “I am sure I left the poor guy quite a bit of money on the table! But, really, the experience introduced me into the world of sports and business; I was hooked.”

Not surprisingly, his work ethic and comfortable personality helped to foster a good rapport with team owners, and he was asked to interview for the position of assistant to the commissioner of the NBA.

Recalls Scheer, “The NBA commissioner at the time, Walter Kennedy, told me after my third interview that he liked me and thought I was a great candidate, but the job was going to ‘the other guy.’ At the time I was content with that. I had had that 15 minutes of glory and was happy to go back to my small North Carolina law firm. But months later he called back and told me the other candidate declined the position, and asked if I would like to be reconsidered. It was a dream come true. I moved to New York and began my indoctrination into the game. There, my sports career started.”

The best lives have the best consequences. I’d like one of Bob’s to be a celebration of his place as the Clippers founding all-star — who also happened to be a four-star dad.

Links:

 

Right now every FM and TV station in Santa Barbara and San Diego can be heard in both places. Between them lays more than 200 miles of ocean across a curved earth. I’m not there right now, but I see what’s happening remotely over my TV set top box. (Thank you, SlingBox.) But, more importantly, John Harder‘s tropo map tells me so:

sb-sd-tropo

Tropo is tropospheric refraction of radio waves across a distance. Atmosphere has refractive properties that don’t matter most of the time. But we can see changes, for example, with mirages ahead of us above a hot road, which causes the air above to refract light at a low angle, essentially reflecting the sky, other cars and landscapes on the horizon. Something like this also happens over land and water.

I see by the map above that tropo is happening in other parts of California, Nevada, Utah and Arizona. I also see that it’s starting to happen here in north central North Carolina, where I can already pick up stations in South Carolina:

nc-sc-tropo

On 88.1fm, for example, I’m getting WRJA from Sumter, South Carolina, atop WKNC in Raleigh. WRJA is about 160 miles away while WKNC is only 40 miles away. But WRJA is 100,000 watts atop a thousand-foot tower, while WKNC is 25,000 watts on a 260 foot tower. (It’s actually as little as 35% of full power in most directions from the transmitter at NC State. They have a construction permit to change that a bit.) So they’re making a hash of each other here.

Back when I lived in the woods north of Chapel Hill, long before the Internet showed up and made all of this stuff irrelevant for listeners (who can get the same stations on the Net, anywhere), I had a directional Finco FM-5 antenna and a Channel Master Crossfire 3610 antenna (both salvaged from abandoned structures) on a pole next to my 1-story house. I rotated them by hand. If I had the same rig here I could point at either WRJA or WKNC and “null out” the other. I did this on hot summer mornings for fun back then, and eventually logged nearly every FM station from Pennsylvania to Georgia. (It’s a summer thing, and coincidental with heat waves over large areas.)

Here is a whole-country map that shows tropo happening pretty much everywhere:

wholecountry-tropo

I would love to have had this kind of resource back in those days. Now that I do, it’s hardly worth the trouble, since nearly all my radio listening is over the Net.

Anyway, if you’re wondering why your local station is being obliterated by a signal coming from a state or two away, or why you’re suddenly getting far-away stations where none were before, tropo is the most likely reason.

The second most likely one is Sporadic E skip, which brings in stations from distances of 800-1200 miles or so away. In that case the E layer of the ionosphere turns into something like a hot road surface, reflecting distant signals, but only at a certain angle. I’ll cover those in a later post when the phenomenon is actually happening. It’s not right now.

Meanwhile, if any of this intrigues you at all, check out William Hepburn’s amazing Worldwide Tropo Forecast Maps. Great eye and brain candy, because it exposes a real-world view of the world that isn’t what you see with your eyes.

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The radio dial here IMG_8116in “upstate” Manhattan and the Bronx is packed with pirate radio signals. Many are smack next to New York’s licensed landmarks. Here’s what I’m getting right now on our kitchen radio…

  • 88.1 “Romantica New York” Spanish announcers, music in English and Spanish. Right next to WBGO (@wbgo), New York’s jazz station (licensed to Newark).
  • 89.3 Spanish. Right next to WFDU and WNYU (@wnyu), the Fairleigh Dickenson and NYU stations that share time on 89.1.
  • 89.7 Spanish. Talk. Call-ins. Right next to WKCR (@wkcrfm), the Columbia University station on 89.9.
  • 91.3 Spanish, as I recall. It just popped off the air. Right next to WNYE on 91.5.
  • 92.1 Spanish, currently playing traditional Mexican (e.g. Mariachi) music and talking up a Mexican restaurant. Right next to 92.3 WBMP “Amp radio” (@923amp) in New York.
  • 94.3 Spanish talk. Not next to any local station, but two notches removed from 94.7 WNSH “Nash” (@nashfm947ny) in New York (licensed to Newark).
  • 95.3 Spanish music. Right next to 95.5 WPLJ (@955plj) in New York. (Note that in the screen shot above, of my kitchen radio, it lights up the ST (stereo) indicator.)
  • 98.9 Spanish talk and music. Right next to 98.7 WEPN-FM (@espnny98_7), ESPN’s flagship station on 98.7.
  • 99.3 Spanish talk. Right next to 99.5 WBAI in New York.
  • 101.7 Spanish music. Right next to 101.9 WFAN-FM (@wfan660) in New York.
  • 102.5 English talk, with a Caribbean accent. Just heard ads for businesses in The Bronx (nail salon) and New Jersey (dentist), massage therapy (50 fremont ave, East Orange, NJ), a reggae music concert, 708-282-8741. Right next to 102.7 WWFS, “Fresh 102.7″ (@fresh1027ny) in New York.
  • 102.9 English talk and music, with a Jamaican accent. I believe this was the same station that earlier today was rebroadcasting a Kingston station, no doubt picked up off the Net. Also right next to WWFS.
  • 105.5 Some kind of Christian pop, I think. It’s not WDHA in Dover, NJ. I just checked that station’s stream online. Totally different.
  • 105.7 Music in English right now. Right next to 105.9 WQXR (@WQXR) in New York.
  • 106.1 English. Reggae dance. Ads: Mizama Apparel Plus, 4735 white plains road. Kings Electronics, 4372 White Plains Road. Jumbo concert in Mt. Vernon… Also right next to WQXR on the dial. All but blows QXR away, in fact. (QXR’s signal radiates from the same master antenna as most other New York stations, on the Empire State Building, but is just 610 watts, while most of the rest are 6000 watts.)
  • 106.9 English music. Caribbean accent. Right next to 106.7 WLTW “Lite FM” (@1067litefm) in New York.

This is a nearly completely different list of pirates than the one I compiled last fall from this same location, in the 10040 area code. (There were pirate signals on 89.3 and 89.7 then, but I’m not sure if these are the same.), None of the pirate signals match anything on this list of all the legitimate licensed signals radiating within 100km (60 miles) of here.

Man, I wish I knew Spanish. If I did, I would dig into as many of these as I could.

All of them, I am sure, are coming from the northern end of Manhattan and the Bronx, though 102.5 has so many ads for New Jersey places that I wonder if it’s actually over there somewhere.

All of them serve some kind of marketplace, I assume. And even though I don’t understand most of what they’re talking about (when they do talk), I’m fascinated by them.

At the same time they are all illegal, and to varying degrees interfere with legitimate licensed stations. If I were any of the legitimate stations listed above, I’d be concerned. Weaker stations (e.g. WKCR, WBGO and WQXR) especially.

There are a few New York pirate radio stories out there (here, here and here, for example); but they’re all thin, stale or old.

This is a real phenomenon with a lot of meat for an enterprising journalist — especially one who speaks Spanish. Any takers?

meerkatLook where Meerkat andperiscopeapp Periscope point. I mean, historically. They vector toward a future where anybody anywhere can send live video out to the glowing rectangles of the world.

If you’ve looked at the output of either, several things become clear about their inevitable evolutionary path:

  1. Mobile phone/data systems will get their gears stripped, in both directions. And it will get worse before it gets better.
  2. Stereo sound recording is coming. Binaural recording too. Next…
  3. 3D. Mobile devices in a generation or two will include two microphones and two cameras pointed toward the subject being broadcast. Next…
  4. VR, or virtual reality.

Since walking around like a dork holding a mobile in front of you shouldn’t be the only way to produce these videos, glasses like these are inevitable:

srlzglasses

(That’s a placeholder design in the public domain, so it has no IP drag, other than whatever submarine patents already exist, and I am sure there are some.)

Now pause to dig Facebook’s 10-year plan to build The Matrix. How long before Facebook buys Meerkat and builds it into Occulus Rift? Or buys Twitter, just to get Periscope and do the same?

Whatever else happens, the rights clearing question gets very personal. Do you want to be recorded by others and broadcast to the world or not? What are the social and device protocols for that? (Some are designed into the glasses above. Hope they help.)

We should start zero-basing some answers today, while the inevitable is in sight but isn’t here yet.

It should help to remember that all copyright laws were created in times when digital life was unimaginable (e.g. Stature of Anne, ASCAP), barely known (Act of 1976), or highly feared (WIPO, CTEA, DMCA).

How would we write new laws for the new video age that has barely started? Or why start with laws at all? (Remember that nearly all regulation protects yesterday from last Thursday — and are often written by know-nothings.)

We’ve only been living the networked life since graphical browsers and ISPs arrived in the mid-90’s. Meanwhile we’ve had thousands of years to develop civilization in the physical world.

Relatively speaking, digital networked life is Eden, which also didn’t come with privacy. That’s why we made clothing and shelter, and eventually put both on hooves and wheels.

How will we create the digital equivalents of the privacy technologies we call clothing, shelter, buttons, zippers, doors, windows, shades, blinds and curtains? Are the first answers technical or policy ones? Or both? (I favor the technical, fwiw. Code is Law and all that.)

Protecting the need for artists to make money is part of the picture. But it’s not the only part. And laws are only one way to protect artists, or anybody.

Manners come first, and we don’t have those yet. Meaning we also lack civilization, which is built on, and with, manners of many kinds. Think about much manners are lacking in the digital world. So far.

None of the big companies that dominate our digital lives have fully thought out how to protect anybody’s privacy. Those that come closest are ones we pay directly, and are therefore accountable to us (to a degree). Apple and Microsoft, for example, are doing more and more to isolate personal data to spaces the individual controls and the company can’t see — and to keep personal data away from the advertising business that sustains Google and Facebook, which both seem to regard personal privacy as a bug in civilization, rather than a feature of it. Note that we also pay those two companies nothing for their services. (We are mere consumers, whose lives are sold to the company’s actual customers, which are advertisers.)

Bottom line: the legal slate is covered in chalk, but the technical one is close to clean. What do we want to write there?

Start here: privacy is personal. We need to be able to signal our intentions about privacy — both as people doing the shooting, and the people being shot. A red light on a phone indicating recording status (as we have on video cameras) is one good step for video producers. On the other side of the camera, we need to signal what’s okay and what’s not. Clothing does that to some degree. So do doors, and shades and shutters on windows. We need the equivalent in our shared networked space. The faster and better we do that, the better we’ll be able to make good TV.

When my main credit card got yanked for some kind of fraud activity earlier this month (as it seems all of them do, sooner or later) I had the unpleasant task of going back over my bills to see what companies I’d need to give a new credit card number. Among those many (Amazon, Apple, PayPal, Dish Network, EasyPass…) were a bunch of magazines that get renewed annually. These include:

My wife, who is more mindful of money and scams than I am, urged me to stop subscribing automatically to all of them, because all their rates are lowest only for new subscribers. So I looked back through my last year’s bills to see what I was paying for each, and then at what they pitched new subscribers directly, or though Amazon.

Only Consumer Reports‘ price appears (at least in my case) to be lower for existing subscribers than for new ones. All the rest offer their lowest prices only to new subscribers.

Take The New Yorker for example. It’s my favorite weekly: one to which I have been subscribing for most of my adult life. Here’s my last automatic payment, from July of last year:

Screen Shot 2015-05-12 at 6.06.55 PM

Now here is the current lowest price on the New Yorker website:

Screen Shot 2015-05-12 at 6.11.01 PM

That doesn’t give me the price for a year. So I hit the chat button and got an agent named Blaise B. Here is what followed:

New Yorker chat

Meanwhile, here is the New Yorker deal on Amazon:

NewYorker-amazondealIt’s the same $12 for 12 weeks, with no mention of cost after that. Nor is there any mention of the true renewal price.

How is this not about screwing loyal subscribers? That it’s pro forma for most magazines? No. It’s just wrong — especially for a magazine with subscribers as loyal as The New Yorker‘s.

So I won’t be renewing any of those magazines, other than Consumer Reports. I’ll let them lapse and then re-subscribe, if I feel like it, as a new subscriber.

Meanwhile I will continue to urge solving this the only way it can be solved across the board: from the customer’s side. I explained this three years ago, here.

 

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doc036dLike the universe, the Internet is one thing. It is a World of Ends, comprised of everything it connects.

By nature it is as neutral as gravity. It favors nothing and is not partial to anything. Yes, there are exceptions to that rule, in the way Net access is provisioned, for example; but the basic nature of the Net — as a free, open and neutral shared space — is by now obvious to pretty much everybody who doesn’t have an interest in making it less.

Internet.org calls itself “a Facebook-led initiative bringing together technology leaders, non-profits and local communities to connect the two thirds of the world that doesn’t have Internet access.” But what it offers is not the Internet, but a sphinctered fraction of it: Facebook plus a few chosen others.

This is pure misdirection: a private fraction masked as a public whole. And it’s not fooling anybody. Especially India. See here, here, here, here, here, here — and every other place you’ll find piles of stories about it. (Start with the Critique section of the Wikipedia article on Internet.org, and a search for India+Facebook+Internet.org.)

India is rejecting Internet.org for one simple reason: They know sphincternet ≠ Internet, and that the sphinctered Net is not Neutral, meaning not the real thing.

Naturally, Mark Zuckerberg disagrees, and explains how in this post on the matter, which went up yesterday, and I’ll respond to, piece by piece:

Over the past week in India, there has been a lot written about Internet.org and net neutrality. I’d like to share my position on these topics here for everyone to see.

First, I’ll share a quick story. Last year I visited Chandauli, a small village in northern India that had just been connected to the internet.

In a classroom in the village, I had the chance to talk to a group of students who were learning to use the internet. It was an incredible experience to think that right there in that room might be a student with a big idea that could change the world — and now they could actually make that happen through the internet.

Those students should know the whole Net. Not just a subset of it.

The internet is one of the most powerful tools for economic and social progress. It gives people access to jobs, knowledge and opportunities. It gives voice to the voiceless in our society, and it connects people with vital resources for health and education.

I believe everyone in the world deserves access to these opportunities.

Fine. Then either give them the whole thing, or call what you give them something else that’s clearly less: Facebook+, perhaps.

In many countries, however, there are big social and economic obstacles to connectivity. The internet isn’t affordable to everyone, and in many places awareness of its value remains low. Women and the poor are most likely to be excluded and further disempowered by lack of connectivity.

The Internet itself has no cost: on purpose. At its base is a protocol that nobody owns, everybody can use, and anybody can improve. (Not that anybody has yet — or ever will.) That’s one of the features of its inherent neutrality.

Yes, there are first-time and maintenance costs for the wires and waves that carry its bits. But, as Steve Kamman explains, “Bandwidth is dirt cheap. And bog-standard… This isn’t like electricity. There’s no power plant on the other end burning fuel to deliver those bits. Bits are nearly weightless and cost accordingly.”

Steve’s case is for where the Net ends up, everywhere: the effect implicit in its cause. Think about how to make that happen. Trust me: it’ll be good for Facebook too.

This is why we created Internet.org, our effort to connect the whole world. By partnering with mobile operators and governments in different countries, Internet.org offers free access in local languages to basic internet services in areas like jobs, health, education and messaging. Internet.org lowers the cost of accessing the internet and raises the awareness of the internet’s value. It helps include everyone in the world’s opportunities.

But it’s not the whole Internet. It’s what you and your partners, in an exclusive and non-neutral way, have decided to provide.

We’ve made some great progress, and already more than 800 million people in 9 countries can now access free basic services through Internet.org. In India, we’ve already rolled out free basic services on the Reliance network to millions of people in Tamil Nadu, Maharashtra, Andhra Pradesh, Gujarat, Kerala and Telangana. And we just launched in Indonesia on the Indosat network today.

We’re proud of this progress. But some people have criticized the concept of zero-rating that allows Internet.org to deliver free basic internet services, saying that offering some services for free goes against the spirit of net neutrality. I strongly disagree with this.

Zero-rating, or “toll-free data,” means not charging for some stuff on the Net, while charging the same fees for the rest. Simply put, it’s a form of price discrimination. Here’s what Wikipedia says about its reception and impact :

Zero-rating certain services, fast lanes and sponsored data clearly have their benefits for users of the subsidized services, but have also been criticised as anti-competitive and limiting open markets.[4] As many new internet and content services are launched targeting primarily mobile usage, and further adoption of internet connectivity globally (including broadband in rural areas of developed countries) relies heavily on mobile, zero-rating has also been regarded as a threat to the open internet, which is typically available via fixed line networks with unlimited usage tariffs or flat rates.[9] The Wikimedia Foundation and Facebook have been specifically criticized for their zero-rating programs, to further strengthen incumbent mobile network operators and limit consumer rights to an open internet.[10] (That’s as of today.)

Whatever else it is, it’s not neutral.

We fully support net neutrality. We want to keep the internet open. Net neutrality ensures network operators don’t discriminate by limiting access to services you want to use. It’s an essential part of the open internet, and we are fully committed to it.

But net neutrality is not in conflict with working to get more people connected. These two principles — universal connectivity and net neutrality — can and must coexist.

To give more people access to the internet, it is useful to offer some service for free. If someone can’t afford to pay for connectivity, it is always better to have some access than none at all.

Useful, yes. Neutral, no.

Non-neutrality is like Potter Stewart’s definition of porn: “I know it when I see it.” Which India does.

Internet.org doesn’t block or throttle any other services or create fast lanes — and it never will.

It just doesn’t carry them. It says “My way or no highway.”

We’re open for all mobile operators and we’re not stopping anyone from joining.

The Internet is not what just mobile operators carry.

We want as many internet providers to join so as many people as possible can be connected.

That’s fine. But what they provide won’t be the Internet if they don’t carry the whole thing. It will be a sampler box of rocks rather than all of geology.

Arguments about net neutrality shouldn’t be used to prevent the most disadvantaged people in society from gaining access or to deprive people of opportunity. Eliminating programs that bring more people online won’t increase social inclusion or close the digital divide. It will only deprive all of us of the ideas and contributions of the two thirds of the world who are not connected.

There wouldn’t be an argument if you didn’t call this thing “Internet.org,” and if you didn’t represent a few Internet services as the whole thing. But you do, and that’s why you’re having trouble.

Every person in the world deserves access to the opportunities the internet provides. And we can all benefit from the perspectives, creativity and talent of the people not yet connected.

We have a historic opportunity to connect billions of more people worldwide for the first time. We should work together to make that happen now.

Fine. But make clear that what you’re offering isn’t the Internet, but a bunch of free services also found on the real thing.

Below that post are a zillion comments, some of which Mark answers. Here is the first Q&A:

Ritesh Pandya: We really appreciate your initiative on making the internet accessible to most remote part of the world, but the only question is why access only to selective websites and not all on internet.org??

Mark Zuckerberg: It’s too expensive to make the whole internet free. Mobile operators spend tens of billions of dollars to support all of internet traffic. If it was all free they’d go out of business. But by offering some basic services, it’s still affordable for them and it’s valuable and free for everyone to use.

But it’s not the Net. It’s just a set of services that also happen to be on the Net.

The Internet is free. That’s its nature. So stop confusing access with the Net itself, and a few services with the whole thing. Nobody’s buying it.

Bonus links: New Clues, SaveTheInternt.in.

[Later, May 4…] Wired says Zuckerberg has “expanded” Internet.org to include more stuff. In other words, he’s dilated the sphincter.

In There Is No More Social Media — Just Advertising, Mike Proulx (@McProulx) begins,

CluetrainFifteen years ago, the provocative musings of Levine, Locke, Searls and Weinberger set the stage for a grand era of social media marketing with the publication of “The Cluetrain Manifesto” and their vigorous declaration of “the end of business as usual.”

For a while, it really felt like brands were beginning to embrace online communities as a way to directly connect with people as human beings. But over the years, that idealistic vision of genuine two-way exchange eroded. Brands got lazy by posting irrelevant content and social networks needed to make money.

Let’s call it what it is: Social media marketing is now advertising. It’s largely a media planning and buying exercise — emphasizing viewed impressions. Brands must pay if they really want their message to be seen. It’s the opposite of connecting or listening — it’s once again broadcasting.

Twitter’s Dick Costello recently said that ads will “make up about one in 20 tweets.” It’s also no secret that Facebook’s organic reach is on life support, at best. And when Snapchat launched Discover, it was quick to point out that “This is not social media.”

The idealistic end to business as usual, as “The Cluetrain Manifesto” envisioned, never happened. We didn’t reach the finish line. We didn’t even come close. After a promising start — a glimmer of hope — we’re back to business as usual. Sure, there have been powerful advances in ad tech. Media is more automated, targeted, instant, shareable and optimized than ever before. But is there anything really social about it? Not below its superficial layer.

First, a big thanks to Mike and @AdAge for such a gracious hat tip toward @Cluetrain. It’s amazing and gratifying to see the old meme still going strong, sixteen years after the original manifesto went up on the Web. (And it’s still there, pretty much unchanged — since 24 March 1999.) If it weren’t for marketing and advertising’s embrace of #Cluetrain, it might have been forgotten by now. So a hat tip to those disciplines as well.

An irony is that Cluetrain wasn’t meant for marketing or advertising. It was meant for everybody, including marketing, advertising and the rest of business. (That’s why @DWeinberger and I recently appended dillo3#NewClues to the original.) Another irony is that Cluetrain gets some degree of credit for helping social media come along. Even if that were true, it wasn’t what we intended. What we were looking for was more independence and agency on the personal side — and for business to adapt.

When that didn’t happen fast enough to satisfy me, I started ProjectVRM in 2006, to help the future along. We are now many people and many development projects strong. (VRM stands for Vendor Relationship Management: the customer-side counterpart of Customer Relationship Management — a $20+ billion business on the sellers’ side.)

Business is starting to notice. To see how well, check out the @Capgemini videos I unpack here. Also see how some companies (e.g. @Mozilla) are hiring VRM folks to help customers and companies shake hands in more respectful and effective ways online.

Monday, at VRM Day (openings still available), Customer Commons (ProjectVRM’s nonprofit spinoff) will be vetting a VRM maturity framework that will help businesses and their advisors (e.g. @Gartner, @Forrester, @idc, @KuppingerCole and @Ctrl-Shift) tune in to the APIs (and other forms of signaling) of customers expressing their intentions through tools and services from VRM developers. (BTW, big thanks to KuppingerCole and Ctrl-Shift for their early and continuing support for VRM and allied work toward customer empowerment.)

The main purpose of VRM Day is prep toward discussions and coding that will follow over the next three days at the XXth Internet Identity Workshop, better known as IIW, organized by @Windley, @IdentityWoman and myself. IIW is an unconference: no panels, no keynotes, no show floor. It’s all breakouts, demos and productive conversation and hackery, with topics chosen by participants. There are tickets left for IIW too. Click here. Both VRM Day and IIW are at the amazing and wonderful Computer History Museum in downtown Silicon Valley.

Mike closes his piece by offering five smart things marketers can do to “make the most of this era of #NotReally social media marketing.” All good advice.

Here’s one more that leverages the competencies of agencies like Mike’s own (@HillHolliday): Double down on old-fashioned Madison Avenue-type brand advertising. It’s the kind of advertising that carries the strongest brand signal. It’s also the most creative, and the least corrupted by tracking and other jive that creeps people out. (That stuff doesn’t come from Madison Avenue, by the way. Its direct ancestor is direct marketing, better known as junk mail. I explain the difference here.) For more on why that’s good, dig what Don Marti has been saying.

(BTW & FWIW, I was also with an ad agency business, as a founder and partner in Hodskins Simone & Searls, which did kick-ass work from 1978 to 1998. More about that here.)

Bottom line: business as usual will end. Just not on any schedule.

 

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