Does It Have to Be So Complicated?
Yesterday my day started with this lovely message.
chislett@lizstrauss your talk of “visible authenticy” & more present conversations through reflection is prompting me to tune in to you more often.
Thank you, Peter. I write this for you.
What’s So Hard About Putting a Heart in What We Do?
Today at Ad-Tech, I heard a lot about data and leveraging the digital space. The word insight came up often, but like a buzz word, not like an idea.
Let me say I believe in ROI. Nothing is a good idea if it doesn’t sell. I get that. Profits make progress. I like to pay the rent and pass out raises.
I heard words like engagement. I saw professionals trying too hard to micro analyze behavior.
It’s not that hard to explain people.
Human nature hasn’t changed and neither have the priorities required for successfully conveying your message. — David Ogilvy
So much talking today sounded like broadcasting …
- Talking about how to engage consumers.
- Talking about how to measure conversation.
- Talking about hopes to get “consumers” talking to their “peers.”
It was stunning that everyone seemed to have forgotten that consumers are people.
People talk to friends and family, not peers. People give meaning to what people do. Your brand, your campaign, or your engagement does not.
No one cares what you do or know until we know that you care.
Measuring what we care about is not the same as caring about us.
Surely you know that.
Can you find the heart in the data?
Why does it have to be so complicated?
I make connections …
–ME “Liz” Strauss
Work with Liz to be present.
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Liz,
Wow. Very refreshing post. This is a great lesson that everybody can apply when participating in the online world (both personally and professionally). As I continue to learn the space, I will definitely strive to ensure this is always top of mind.
Kelly
I like this. There are several issues here. The first is the broadcast mentality. For an age the job of the marketer or PR professional has been to manipulate perception. Clever people map colour to mood, visual messages to learning styles and brand image to personal aspiration. Within its discipline and context these skills are needed and admirable. BUT, these do not translate well to a platform that is built upon openness, relationship and transparency.
The other issue is there is an overlap. Nobody is saying you cannot use a broadcast mentality within your social media strategy. What people are suggesting is that you cannot hope to be successful if you ONLY use a broadcast mentality. The new vs. old or traditional vs. social media divide is getting tiresome. Approaches and rules may differ, but that is not the same as one being better than the other. Both are valid and both are guided by the same end results, be it sales, product development, cause marketing etc.
ROI is only a problem if it is taken to its extreme. Boiling down an organizations operations to profit per task is going to eliminate some crucial processes that add value in ways that cannot be directly measured.
Over analysis and justification can lead to an undervaluing and loss of appreciation of the big picture. Not enough evaluation can quickly lead to a loss of control and chaos.
Hi Kelly!
Welcome!
I’m trying to keep it to the front of my mind too. Peoople are people. They’ll never behave as cleanly as data might. But invest the time and they will be loyal.
Quantify what is quantifiable and then take a closer look at why people do what they do..
Hi Alasdair,
Thank you for these crisp, clear thoughts. Extreme versus integrated seems to be the problem in one way. Old selling versus new partnering changes how we see the people we’re talking to.
I’d love to have a long conversation about this with you.
Liz:
So cool sitting next to you at ad:tech and hearing your take in real time. Here we are in the last session and no matter who’s on the panel, I know one of the most brilliant people in the room is sitting in my row! Thanks for being a guide to the heart of what matters.
Barbara
@wiredprworks
Hi Barbara,
You were there when these thoughts were forming and then I was sitting by you when you read this. Pretty awesome to think that social media has brought us together online and offline in this way. I learn from you evey time we share the same space.
It’s thrilling to think that the Internet affords me so many relationships like ours.
Thank you.
Data is WAY less complicated than people and human nature! Like the blog.
Yep Ben,
And data is ultimately misleading. It can only predict what it can predict. 🙂
Do we have to make it so complicated?
Human relationships are not simple. Or are they?
It is complicated for people who do not understand human dynamics and those that have difficulty communicating. Can you teach empathy, compassion, sincerity, care? Can you reduce engagement to a science and process of a few steps? Can you take a pill to help people understand how to move from self-serving intentions to helping others?
I wish it were that easy. Then the world would be a better place.
It seems to me you either have empathy, compassion and care or you don’t. Those that are self-absorbed don’t get it.
Then it becomes complicated. Just saying…
Hi Jeff,
Can you teach empathy, compassion, sincerity, care? Can you reduce engagement to a science and process of a few steps? Can you take a pill to help people understand how to move from self-serving intentions to helping others?
I wonder. Aren’t we born with empathy, compassion, and sincerity? What teaches us not to hold on to them?