Category Archives: Consulting

Inauthentic Behavior

I generally rip Facebook pretty hard in this space so, in the interest of fairness, I rise to give them a pat on the back. A number of outlets reported today that Facebook pulled down 2,632 bogus accounts and pages from their platform. They mostly came from Russian and Iran. The reason was that they were conducting “coordinated inauthentic behavior.” In other words, they were troll farms spreading lies and hatred. Lest you think that no one reads and/or believes that sort of vitriol, about 1.7 million people joined one or more of the Russia-linked groups, while roughly 1.4 million accounts followed one or more of the Iranian pages.

Back in January, Facebook took down more than 400 pages linked to operations in Russia. Obviously, this is not a problem that began and ended with the 2016 election and it’s going to get worse as 2020 approaches. Good on ya, Facebook. There is, however, a lesson in this for any business.

The internet has been weaponized and not always in a way that would constitute benign marketing by several companies. Destroying a brand’s reputation is just as easy as foreign governments found it to be in disrupting our elections. I suspect that many of the resources Facebook and others are deploying are focused on election interference and not on businesses. How hard would it be to start up a group or page that’s negative toward a brand? How difficult might it be to promote that page? In the January wave of takedowns, 364 pages and accounts spent approximately $135,000 on advertising and garnered 790,000 followers. $135,000 in marketing is a pittance to destroy a competitor’s brand, right?

If you don’t have a system in place to monitor brand reputation everywhere, you’re likely to be ambushed. Negative reviews on product and review sites, whisper campaigns on social media, and other weapons might be pointed at you right now. Do you know if that’s true? How?

I don’t mean to alarm anyone today. OK, maybe I do. The era of digital being used to connect people has passed. Now it’s being used to divide us, so negativity doesn’t stick out and falsehoods are more readily seen as truths. Pay attention!

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Filed under Consulting, digital media

Timed Out

I’m exhausted and I bet you are too. It seems as if there is just too many things screaming for my attention and it makes my brain hurt. More importantly, I and many others have maxed out on our ability to spend time with various things. This is important and has ramifications across many businesses, including maybe yours.

There are only 24 hours in a day. While many of us would like to follow the old Warren Zevon line about “I’ll sleep when I’m dead” (he is, by the way), we do need sleep and that cuts into those 24 hours. But the rest of the day is one demand for our attention after another. In fact, many businesses are built entirely around their ability to grab and hold our attention. Any advertising-based business certainly is. So are many subscription businesses such as Netflix or HBO. Video game studios need to hold us to justify the $50 price tag.

So what happens when we all are maxed out and have no more attention to give? It then becomes a land grab for share. We can’t make more “attention hours” during the day. This is from a media research firm called Midia:

Engagement has declined throughout the sector, suggesting that the attention economy has peaked. Consumers simply do not have any more free time to allocate to new attention seeking digital entertainment propositions, which means they have to start prioritizing between them.

They’re writing specifically about video games but it really applies across the spectrum of attention-based businesses. Attention does not scale. There is only so much time in the day and only so many ads one can see much less pay attention to. Yet ads are everywhere and that’s why they’re becoming less and less effective. We’re ad blind because it’s all noise. 99.5%+ of people don’t respond to banner ads and I’m willing to bet that some of those who do click do so by mistake.

So let’s start the week by asking ourselves how we get beyond the attention economy. Better service does. Better products too. Fortnight has by being a great experience that’s free. It’s not just a game – it’s become like the old virtual worlds we thought would be big back in the 1990s. E-sports are taking away from real sports, maybe because anyone can dunk in virtual basketball. We often see more fans watching people play videogames in person than we do attending real games. How are they winning the time-suck game?

Thanks for giving me some of your attention today. Who else is earning it and why? More importantly, how can your business do the same?

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Filed under Consulting, Thinking Aloud, What's Going On

Grinding Your Own

It’s Foodie Friday and the topic is ground beef. I try, whenever possible, to grind my own beef and the thinking behind that is also thinking that can be used in business decision-making.

You can walk into any supermarket and purchase ground beef. In fact, you can be very specific about chuck vs. sirloin, the percentage of fat in the mix and often grass-fed vs. non. That’s great in my mind when you are making chili or meatballs or some other dish requiring that the beef cooks for quite a while. For burgers, however, I’m grinding my own. I’ll generally grind a mix of chuck, brisket, and short rib and I’ll usually grind some parboiled bacon into the meat both for fat and for flavor. The biggest reason I take the time to do this, however, isn’t the flavor. It’s food safety. I like to eat my burgers on the rare side and ground beef from a store is generally not safe to eat unless it’s cooked more than I like it to be. I know what’s in my mix and that it’s safe to eat when cooked to less than 165 degrees.

Is it a pain to clean the grinder? Yes. Does it take more time than just opening a package from the store? Of course. But the results are much better and exactly what I want even if it costs a bit more and take more time. That’s exactly the process any business goes through when making a “build vs. buy” decision. Let me run you through the steps.

First, you need to validate that you actually need the technology you’re considering. In burger terms, I’m hungry so I need food. I have a legitimate need. In considering tech, you need to figure out if you’re finding a solution without a problem existing. Next, you need to pull together core business requirements. My burger must be safe to eat when rare, it must hold together on a grill, etc. You need to involve anyone whose business is affected by the proposed tech to be sure all constituents weigh in on requirements.

The technical architecture requirements come next. If you’re looking outside, can the product fit in with your existing infrastructure? Does it meet whatever standards your business has already? It’s only after the above steps have been taken that you can start to evaluate build vs. buy. In my case, I have a need, my requirements are clear, I’ve asked my dinner guests if they like burgers, how they want them cooked, and what they put on them. I figured out I’m building the beef but buying the rolls, mayo, pickles, onions, and tomatoes even though I could also build them.

The final steps in the evaluation concern costs and support but you get the point. Some managers start evaluation solutions before they pull together requirements and the overview of the environment in which the solution will live. While it was an easy decision for me to grind my own beef, few business decisions are as easy and require planning and forethought. Make sense?

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Filed under Consulting, food