Data


HomelessOne of the most talked about pieces of news to come out of this year’s SXSW was not shiny new tech but the “Homeless Hotspot” campaign by BBH Labs, the innovation unit of the international marketing agency BBH. According to Jenna Wortham writing for The New York Times, BBH outfitted 13 ‘volunteers’ from a homeless shelter with Wi-Fi hotspot devices and T-shirts bearing their names: “I’m Clarence, a 4G Hotspot.” They were reportedly paid $20/ day (£13) to go to the most densely packed areas of the conference and were allowed to keep whatever customers donated in exchange for the wireless service. What BBH dubbed a “charitable experiment” has undeniably backfired with industry pundits and media calling the campaign “exploitive” and “tasteless.” Wired magazine even described “Homeless Hotspots” as something which sounds like it is out of a “darkly satirical science-fiction dystopia.” But is it really all that bad?

BBH has defended its thinking framing the initiative as an attempt to “modernise the Street Newspaper (similar to the UK’s Big Issue) model employed to support the homeless populations”. This has only triggered further criticism. In the past 24 hours, an official response from BBH has been released: “Obviously, there’s an insane amount of chatter about this, which although certainly villainizes us, in many ways is very good for the homeless people we’re trying to help: homelessness is actually a subject being discussed at SXSW and these people are no longer invisible… we wanted to share a few key facts: We are not selling anything. There is no brand involved. There is no commercial benefit whatsoever.” You can read the full comment on BBH’s Homeless Hotspots website.

The campaign for SXSW has failed so spectacularly and so publically. Using Edelman’s TweetLevel tool to evaluate Twitter buzz over the past couple of days, the campaign’s hashtag "#HomelessHotspot" was itself virtually invisible until hybrid media picked up on story on Monday (12/02/2012). The most shared links for the topic, again from TweetLevel, reflect the fierce criticism and debate this campaign has triggered in social and hybrid media since the close of SXSW (interesting to note here that articles by traditional media (BBC, Telegraph, The New York Times) are not fuelling the debate but are only reporting on it.

So why has this initiative failed so spectacularly and so publically? It’s mostly a matter of perception. Countless social programmes promote jobs for the homeless and encourage (and/ or require) the benefactors to participate rather than give hand-outs; the Street Newspaper/ The Big Issue and Habitat for Humanity, for example. But this wasn’t a social programme, let’s be frank here, this was a PR campaign by a marketing agency and the agency failed on one of the most critical principles of any digital marketing campaign; context. As a result, the campaign left users and pundits feeling uncomfortable and with a negative perception of the BBH brand.

The objectives of this campaign were mostly sound and pretty good – connect the visiting SXSW technology community with the local Austin community by highlighting the social problem of an ‘invisible’ homeless population – but the context, and some of the content, was all wrong. BBH lacked a fundamental link connecting the plight of Austin’s homeless with the core audience and objective for the marketing agency.  Instead if feeling like they’ve done something for good, users said they felt awkward about the whole thing. That’s not good at all. 

You may argue that this was a CSR or even a local community support initiative (BBH does) however contextually BBH – a UK-based agency – did not have a building block of sustained social credibility local market/ community to support such a campaign. We all know that context is king. BBH failed to question; what kind of marketing message are conference goers receptive to in this context? And, is the platform (in this case the homeless participants) contextually relevant to our business and our customers. If this campaign initiative was run by a local charitable organization or local city of Austin chamber of commerce type organization, it’s quite possible we’d be talking about an ingenious campaign designed to promote the local community with the technology elite who descend on Austin once a year. But why an agency? What is the connection?

Surly, as a marketing agency BBH should have known better? Question what you will about the motivations for the campaign, the truth of the matter is that contextually, the language of the campaign was all wrong as well. The mechanics of the campaign gave observers an impression that the initiative lacked purpose and therefore the language used fell flat and communicated exploitation of the homeless participants instead of municipal support. Speaking about the criticism detailed in media reports, journalist and freelance writer Mic Wright said, “It was all in the language. [The homeless participants] WERE the hotspots.”

Behind the scenes and once you visit the BBH website, you might feel otherwise, but as digital marketers we know that the first 5 seconds is what counts. Saneel Radia, the director of innovation at BBH Labs who oversaw the project, told one reporter that the company was not taking advantage of the homeless volunteers. He said, “We saw it as a means to raise awareness by giving homeless people a way to engage with mainstream society and talk to people,” he said. “The hot spot is a way for them to tell their story.” But giving a homeless man a t-shirt that effectively says “I am a homeless hotspot” – where is the tact in that?

If BBH had employed events staff to wander around the show broadcasting wireless hotspots, we would have had no problem with this. It is that fact that they felt the need to make a point with employing the homeless and made it so visible that impacted reception of the campaign. Within the context of SXSW, this simply didn’t gel and the experience left users and pundits feeling uncomfortable. Better, BBH should have employed local community members and activists/ influencers with a message to SXSW attendees to get to know local Austin, the good and the bad. In fact, we’ve used TweetLevel to find a simple list of influencers in the Austin, TX area talking about the homeless. In terms of delivery, a cleanly designed app would have neatly connected SXSW conference goers with stories about their adopted home for the long-weekend. In the right context, with some killer content, this could have been a powerful campaign.

@jacqui_fleming

clip_image002Corporate data breaches and security incidents pose a growing threat to businesses around the world. Such events are increasingly common, with companies and organizations from Google to Sony to the Stanford University Hospital falling prey to data breaches, news of which was subsequently splashed across national headlines.

Incidents like these, combined with the increasing number of ways to track what people are doing online, are affecting consumer attitudes. Edelman’s new global study, Privacy & Security: The New Drivers of Brand, Reputation and Action Global Insights 2012, reveals that seven in ten people globally are more concerned about data security and privacy than they were five years ago, and a full 68% believe that consumers have lost control over how online personal information is shared and used by companies.

Businesses, however, are not doing enough to meet these concerns. A majority of people (57%) report either no change or a decline in the security of their personal information in the last five years. This is problematic, because consumers think that businesses should be grappling with these issues and that it is their responsibility to do so. The vast majority (85%) say businesses must take data security and privacy more seriously, and a plurality say businesses – as opposed to governments or individuals – are responsible for protecting the security of their personal information.

Edelman’s study also indicates that data security and privacy issues have the potential to affect a businesses’ bottom line. Customers are taking data security and privacy into account at the checkout counter; surprisingly, when it comes to smartphones, personal computers and tablet computers, data security and privacy are as important to them as a product’s design, style and size.

Businesses are also suffering from a trust deficit due to peoples’ concerns about data security and privacy, particularly in the financial and retail sectors. While 92% of people say security is important to them in when doing business with the financial sectors, just 69% trust the industry to protect their personal information – trust lags by 23 points. In online retail, the gap is even more dramatic. While security is important to 84% of those doing business with online retailers, just 33% trust them to protect personal information – a 51 point gap.

To earn people’s trust in their ability to protect data security and privacy, businesses must manage these issues like a core competency, engaging with them in a meaningful way on a daily basis. Businesses that ignore data security and privacy do so at their own peril, because consumers will abandon companies they do not trust to protect their personal information. Those that prove willing and able to manage data security and privacy effectively, however, will bring unexpected value to consumers around the world by demonstrating that they understand the importance of protecting the information people hold most valuable.

Read the full study here. We’re keen to hear your thoughts…

@pete_pedersen

The ancient Mayans are often accredited for their ability to investigate celestial objects in the night sky with primitive tools. Archaeologists have found tablets, which provide evidence of their ability to accurately predict positions of objects, lunar and solar eclipses, often many years ahead.

However much of what the ancient Mayans were practicing bear remarkable similarities to what we now refer to as ‘big data analysis’.

In 2008, the McKinsey Group described the trend towards big data – the technology and practice of handling unconventionally large datasets which, after years of experimentation, has recently seen rising prominence. 

One of the earliest adopters of big data analysis is that of the European Organisation for Nuclear Research, CERN. As a matter of fact, the internet was invented as a method to collaborate and handle the vast amounts of data generated at the facility. Yet what started off as technology for scientific investigations, big data analysis soon quickly found itself in areas such as finance and banking.

Today’s organisations are beginning to recognise that by analysing petabyte upon petabyte of data, meaningful insights and predictions can be accurately made. Yet over 1,700 years ago, Mayans were already analysing data from the observable universe – an unstructured database with 93 billion years’ worth of data.

The Mayan’s obsession of analysing astronomical ‘data’ was not centred around scientific investigation, but more on predictions and justifying rituals. The decision to engage in military conflict was based almost entirely on the movements of Venus and Jupiter.

Interestingly, the modern day practice of analysing big data suggest that we could be following similar movement.

Today big data analysis is being used to help justify macro-social and economic decisions – from investments, economic policy to crime directives and healthcare provision.

Earlier this year, analyst firm IDC even reported that the US Army has implemented a big data cloud program to collect data from unmanned aerial vehicles, to gather intelligence information in near-real time and relay it back to its troops stationed in Afghanistan.

The life of the ancient Mayans revolved around their religion, which they supported through their obsession with astronomical data. This influenced their culture, their every decision and provided what they believed were predictions for the future.

Are we creating a technology-led religion of our own through our obsession with big data and what legacy will we be remembered for when future archaeologists discover our civilisation?

@thelondonblog

The UK Govt could be kick-starting a revolution. Its motives are sincere, but has it laid down clear enough ground rules?

I’m not sure why but the arrival of the Government’s Cloudstore, a new portal for public sector bodies to procure software, got me thinking about the “Comparethemeerkats” campaign. Bear with me…

Even if you are suffering ‘meerkat fatigue’ I don’t think many would argue this campaign has made a dull subject (price comparison websites) somewhat entertaining.

And without wishing to offend those who spend their lives processing public sector tenders I wonder whether there is something to be learnt from this approach. Many people would agree that the mere mention of ‘Government Procurement’ would be a powerful sedative. I’m not sure what the Cloudstore equivalent of meerkats would be, but surely greater emphasis should be placed on properly promoting the service so that both buyers and the SMEs who are meant to benefit from access to Government procurement maximise the opportunity?

While the tone is generally positive there are outstanding questions. Mark Say’s article in the Guardian worryingly saw an admission from Phil Pavitt, CIO at HM Revenue & Customs (HMRC): “How big departments are going to use it (Cloudstore) has not been fully thought through…"

At the very least the Cloudstore signals an intention from Government to act upon long harboured aspirations to move away from expensive, long-term IT contracts and enable more UK small businesses to overcome the bureaucratic nightmare that is Government procurement.

As Stuart Lauchlan suggested this could be a quiet revolution. Yes many of the well-known vendors have made it onto the list, but the message is fairly clear. Be prepared to deliver short-term contracts and strip away the complex implementation costs or we have alternatives. It could be argued that the mere suggestion of alternative is enough to focus minds and deliver greater efficiencies for the public sector (and us taxpayers).

Perhaps when we look back on it we’ll see this decision as one of those moments when Government intervention sparked a truly revolutionary moment.

Question marks

However, the Government’s approach does leave a few questions unanswered. Stuart pointed to learnings from the US’ project on Cloud Computing, which shows there is a lot more to consider than simply listing an application  or service on a portal. Likewise Clive Longbottom welcomes Cloudstore, but recognises that the public sector has to embrace it if it is to be successful.

From my perspective the key questions are:

Buyer/end user education and empowerment:

Using a service from Cloudstore will never be quite as simple as Amazon or the Apple iStore, but it will be consigned to history as another Government-backed dodo without significant investment in buyer education. If we look at SaaS adoption it has often seen end users circumventing frustrating IT policies to use the software they want. While I’m sure central and local Government departments will have checks in place to prevent a ‘free-for-all’ Cloud Computing should empower users and buyers to make choices. But how do they choose between the solutions on offer? What considerations should affect their decision? 

Integration:

Of the 250 vendors already registered on the Cloudstore 50% are supposed to be small businesses often providing just a point solution or at best a suite of similar products. In the main they will be built on one platform, such as Solidsoft on the Microsoft Azure platform. They do not have the resources to integrate their offerings with those of all the major vendors. That is a problem, because central and local Government have invested heavily in IT and cannot afford to discard these legacy systems. So how does the Cloudstore administration ensure smaller vendors can integrate as effectively with existing solutions to ensure the playing field is truly level?

Marketing:

In any industry if a buyer has to choose between a known entity and an unknown one it is no surprise they usually go for the safe option. With Cloudstore there has already been some debate about how the vendors present their offerings, because it is clearly not uniform. That makes marketing these solutions hard and obviously it is going to be harder for the smaller vendors to compete against recognised brands. With culture of risk-aversion heightened by all the high profile IT failures how is Cloudstore going to help to promote the ‘Davids’ to ensure the Whitehall politicos don’t just pick the ‘Goliaths’ they know?

I do believe the Cloudstore can deliver significant value, but as Michael Krigsman has said many times successful IT implementations are a combination of the software working, the implementation sticking to a mutually agreed schedule using the right resources and the customer understanding exactly what goals they want to achieve through the adoption of IT. 

While the Cloudstore could be the start of something the spectre of the ‘IT Devil’s Triangle’ still looms large and these fundamental issues have to be addressed for it to a long-term success

@cairbreUK

Is Facebook a content or conversation source?

Back in May, Matt Locke, Richard Sambrook and I had a conversation about the future of Social Entertainment.  (In case you are thinking “My that’s a wonderfully catchy, if opaque, buzz word. But what on GoogleEarth does it mean?”; Social Entertainment is a term we coined a few years back to represent the idea that as social networks grow to parallel the influence of mainstream media channels, so too would traditional media companies need to progress their content and communications to fully embrace the social sphere).  Not rocket science, perhaps, but we’re interested in the implications of Social Entertainment, especially with regard to how entertainment companies communicate with audiences.

It’s highly probable that no one listened to the podcast back in May (I haven’t asked for the statistics lately, in case my worst fear was confirmed and we had chopped down trees, but no one was around to hear the loud thud of timber on the forest floor).  So if you didn’t, let me summarise: We talked about some meeja things and at the end Matt and I made some predictions for the next 12 months.

The erudite Mr Locke suggested that the talent rather than the media brand would continue to increase in influence and that this posed both a problem for the brand and an opportunity for talent looking to take advantage of the currency of their social profiles.  The case of @ITVLauraK (nee @BBCLauraK) perfectly illustrates this issue.  Both Tom Callow at TheWall and Jemima Kiss at the Guardian sum up the ramifications better than I could.  Congratulations Matt.  You were right.

Back in May, I felt the interesting shift would be the inverse of our original Social Entertainment theory.  I.e. Social Entertainment originally concentrated on how traditional entertainment companies could leverage social channels to engage audiences.  I predicted (again, perhaps not radically) that Social brands would expand to become fully fledged media channels and businesses.  This was based on increasingly professional content finding its way onto YouTube – but I thought that Facebook, Twitter and the like would increasingly become media channels – producing and distributing content, not just hosting conversations around it.

Interestingly, our annual research shows a conflict in consumer perception, here.  As this graph shows, consumers now think of social networks as a form of entertainment.

However, when asked who are the top-of-mind entertainment companies, consumers do not name new social or internet brands.  No Facebook, no YouTube, no Spotify.  Only the old dogs are named (I can’t actually show you the brands, but we do have this info should it be of interest.  Let me know if so).

And so here we are at the 22nd September 2011 and the f8 conference.  Much has already been written about the social updates (I’d recommend the Mashable picture gallery, if you’re looking for a quick summary of what it’s all about).  But I’m most interested to hear about how content companies and entertainment channels are going to be integrated in Facebook. Is this the coming of age for Social Entertainment?  True my prediction, unlike Matt’s, has yet to come to full fruition.  But with the f8 announcement, we may well be one step closer. The integration, assuming the often vitriolic users embrace it, will mean that Facebook becomes a powerful, if not the de facto, promotional channel for content owners and publishers.  This presents an opportunity but also a challenge for entertainment brands.  Content has always driven conversations. But some content is more naturally geared to social conversations and ‘lean forward’ programming than others.  For all entertainment brands, programs and channels, not applying Social Entertainment is, from today, arguably not an option.  It’s a simple dilemma; innovate and  collaborate, or risk not being talked about at all.

Hello strangers!  Or Hello familiar people that we talk to a lot in the real world but who also happen to read our blog occasionally.

Are you well?  We’re very sorry that DERTy Talk has been absent for so long.  We’re almost entirely sure you hadn’t noticed our absence, but nevertheless we. are. back.  Sort of.

There’s been a lot on of late.  Presidential visits, a footballer on the front pages, ash clouds.  Aside to all this real news, May may well go down in memory as the month we’d care to forget, which is why we didn’t bother recording it on DERTy Talk.  Adding insult to injury Mother Nature doesn’t seem to have got the memo about Bank Holidays being sunny this time round.  Tis a pity.

Anywayz.  Next week is JUNE and we will resume the ordinary, regular service of DERTy Talk.  For now we just wanted to share some actual talking from some splendid people who participated in our #SocialEnt event yesterday.  Thanks again to Gail, Jon, Matthew, Simon and Emma for taking part and for leading what was a very lively and informative discussion.  It was the highlight of the week, it’s true.

Enjoy their wisdom shared in the videos below.  Should you have missed all our other content from the event you can find it here.

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