Loyalty Marketing Presentation

Having one of those frantic months at work … part of which was to take part in a Customer Loyalty Workshop run here at Templeton last Thursday. My (unexpected) role was give a bunch of CEO’s, consultants – people who really know their stuff in terms of reward cards and the like – a different spin on “customer loyalty” and fire up some conversation.

Bit panicked at first, because I really don’t know much about reward card schemes. But hey. In the end (and after some very quick reading) I decided that their approach was all about behaviours, predicting people’s interests and enthusiasms, classifying them, and then targeting based on the classification. And the classification angle (thank God) gave me something I could work with.

Anyway, the presentation is here (.ppt, 350k). In a nutshell, I tried to point out that studying people and trying to make them loyal by providing cues (behavioural loyalty) needs to be balanced with letting people be loyal to your brand, in whatever way they want, through some openness, some trust, and a little pinch of engagement (”cultural loyalty”).

It seemed to split the room completely – some loved it, got very excited, and some thought it was a load of hippy shit. Hey ho – got them talking.



MIT Weblog survey

Um, this is truly heartening to know …

Take the MIT Weblog Survey

[hat tip to julian]



About My Books

Picking up [via Euan] on the book thingamebob …

Total number of books I have owned:
Too many – I know I should take books out from the library, but for some reason it’s not the same …

Last book I bought:
Critical Mass: How One Thing Leads to Another by Philip Ball

Last Book I read:
The System of the World by Neal Stephenson

Five books that mean a lot to me:
Almost impossible, but off the top:
Where the Wild Things Are by Maurice Sendak – was my favourite when a bairn
The Outsider by Colin Wilson – for a bookish, teenage angry/hormonal/relatively-spot-free young man
The Pearl by John Steinbeck – taught me a lot about grit, beauty and greed.
Haroun and the Sea of Stories by Salman Rushdie – small but perfectly formed
The Idiot by Fyodor Dostoyevsky – large but perfectly formed.

Which five Bloggers am I passing this on to:
Absolutely no idea – anyone who reads this.



Media Mental Sets

Have just discovered John Suler’s blog “The Psychology of Cyberspace”, and it’s shaping up to be a corker. He’s got a wonderful entry on what he calls Media Mental Sets.

Traditionally, in psychology, “mental set” refers to a fixed pattern of thinking that fails to take into consideration new information or perspectives. For example, the early astronomers tried to calculate the movement of planets based on their assumption that all heavenly bodies revolved around the earth. They were caught in a mental set that led to bizarre conclusions about the shape of planetary orbits because they failed to see a different perspective: all the planets revolve around the sun.

Extending that concept, I’m proposing the idea of Media Mental Set – i.e., how people’s thinking and perspective can get stuck within a certain computer-generated environment (media). They approach issues and problems, including psychological and social ones, strictly in terms of that particular environment, while failing to see alternative solutions and experiences offered by other types of environments (media). Their thinking gets “stuck” within that media.

MMS might be determined by personality and attitudinal factors, and not simply intellectual and critical thinking abilities. It’s interesting how even some intelligent people who are quite knowledgeable about online communication can still get locked into a mental set about the type of communication modality they prefer. They tend to idealize that modality. They harbor nostalgic feelings about it, and feel they need to protect those feelings. Their intellectual defense of that modality postures like territorial behavior.

It’s a useful way of thinking about some of the hype about e.g. blogs that Euan and Lee noticed at Les Blogs. And it’s also a good way of checking yourself rhetorically speaking. Just as tone matters, so does medium – locking yourself into one style presumably limits your message, and, probably more importantly, your relationships.



Postcards from the Edge

I liked this [via an old post from Foe Romeo]. It comes from a New Statesman review by James Fenton (subscription needed) of Tom Philips’s postcard exhibition “We Are the People”.

The individual object is of no great worth on its own. It is only through accumulation, only by becoming one of a category, that it has any great chance of engaging our interest.

Fenton also decides that

There are two kinds of collecting: the selective and the accumulative. In the first, the collector seeks to assemble only the best examples of a class of object (paintings, sculptures, porcelain). The collection improves as its quality, but not its quantity, increases. With this method, sacrifices may continually be made, as objects of lesser worth are sold to acquire more desirable items. The number of entries in the inventory may remain static over the years, but the collection is seen to advance through substitution, or through a process of “trading up”.

…In the second, accumulative type of collection, the significance of the individual object is seen to grow through its keeping company with such a large number of items of a similar kind: one Gabon stamp may be neither here nor there, but 50 Gabon stamps act as a spur to the acquisition of 50 more. And as the ceiling is reached, as all the Gabon stamps seem to have been tracked down, a kind of restlessness sets in – Cameroon suddenly becomes interesting and desirable from the collector’s point of view. Soon it is no longer a matter of forming a collection. Multiple classes of object have begun to occupy the collector’s attention…

Made me think of Post Secret, a collection of cards with anonymous secrets written on them. It’s compelling reading, but after a while you begin to wonder whether anyone you talk to is “normal”. As a test, I took a card at random, and it looked like this.

And yes, on it’s own, without knowing that it’s part of a collection of similar cards, it’s just a little bit odd. But when you begin to look at all of them (a type 2 collection where categories emerge) then you do begin to see some trends, albeit fuzzy ones, and with those fuzzy trends, categories. Here are a few from a quick skim:

Religion:
I tell people I’m an atheist, Miss feeling close to God, I deleted the recording of the Pope’s funeral for an episode of Survivor

Marriage and love gone wrong:

I wished on a dandelion for my husband to die, I considered Statutory Rape charges so he’d regret breaking my heart, I wanted the disease to be my punishment

Shit and piss:
I take extreme measures to poop in solitude, I want to crap on my Mum’s white rug, I only pick up dog turds when people are watching

Individuals in the Crowd: Obscure T-shirts to find best friend, Enigmatic Ceramic Blessings for stranger to find, I make everyone believe I like to be different

Anyway, there are certainly more ways of slicing and dicing them, but I stopped because I found it all a bit bleak quite quickly. What I found interesting was that multiple classes of object had begun to occupy my attention, just as with the type 2 collection. And this case with the postcards is another case of the emergence of classifications, however brittle. Read someone’s blog for a while and fairly quickly you being to spot types of post, often quite different from their writers’ given categories. Same with flickr. Same with del.icio.us.

But what about type 1 collections, where the number of items collected remains static but you trade up? The obvious arena for this in social software-ish terms is either the wiki (wikipedia “trades up” sentences on a page until it gets a valuable collection of words about a topic) or the aggregator, though trading up may well be the wrong term. (If you’re just tracking what your friends trading up is probably not something you should admit to/do – your choice – but me I don’t like it) But what would it be like, and how would it affect you be allowed a maximum of, say, 200 posts? Maybe it would be a good thing?

And I suppose what I’m really curious about is whether Type 1 collections are a natural follow on from Type 2 collections. You tag/collect/post/whatever until classifications emerge (for you or your group) and when you focus on something you think is valuable in there and then you can start trading up.

Hmm. Not sure about the trading up, it’s sticking in my throat a bit …



Network Enabled Capability: Promise and Practise

There’s a great, short article hereRUSI- Network Centric Operations Today: Between the Promise and the Practice that looks at some of the findings the US military (and others) are making trying to put Network Enabled Operations into practice.

A coupe of things caught my eye. (Emphasis mine) In Afghanistan,

improved headquarters performance was reported (after a period of adjustment and with strong command support for the new system), including a dramatic change in how people spent their time � shifting from briefing preparation to thinking about the substance of their jobs. Field reports from Afghanistan also indicate that coalition forces were able to create non-doctrinal linkages to pass intelligence and control air strikes because they found ways to get on to the same networks. However, despite a great deal of press reporting about the �marvellous� networks and communication systems available, most of this work was accomplished with high levels of human ingenuity with relatively modest amounts of new technology.

… and from the conclusion

NCO is, at its heart, about people sharing information, collaborating, and working synergistically. The human element remains paramount.

Metaphors seem to be going full circle here: if business is war and war is conversation then business is conversation.

[Update: Martin has a great quote about network centric organisations here]

[Update 2: Network Centric - hmm - much prefer Network Enabled :) ]



Praying for Aussie burnout

OK. So they don’t really play Twenty20 , but the Aussies still make it look easy.

“Matthew Hayden has some ominous news for English cricket supporters, Australia are starting to get the hang of twenty20 cricket.

The Australia opener proved once again in word and deed last night that there is nothing he likes better than smashing a cricket ball as far and often as he possibly can …

Hayden hit 79 runs off 46 balls in the eight-wicket victory over a PCA Masters XI in Australia’s twenty20 tour curtain-raiser at Arundel in what was his first ever try at the shortest form of the professional game.

It was also only Australia’s second twenty20 outing”

And Clarke got a hat-trick.

Maybe this is reading too much into it, but the signs are looking ominous. All the old jitters are coming back. I’m off to the 3rd day of the first Test in July and I’d really like to be watching a game.

One can only hope that they peak too soon – tomorrow would be good …



My name is not Robert

Went off to the geek dinner on Tuesday night with 200 or so other people and had a great time. It was held just of Trafalgar Square at a Tex-Mex venue, and I get the feeling the poor people downstairs didn’t really know what had hit them.

from Richard

Anyway, met some interesting new people, and saw some familiar faces.

  • As ever, good to meet Lloyd again, though he has ruined my modelling career
  • Thanks to Euan for pointing out that my name badge was one upside down, saved me looking as halfwitted as I am!
  • 3 cheers for Nick Swan and the most humble and apologetic elevator pitch I’ve heard – and do have a look at Connect Via Books, it’s a great idea
  • Philip Baddeley I suspect I’ll be seeing a lot more of re wiki/blog conferences in Cambridge
  • Gi Fernando was good company, and knew why green hair isn’t an indicator of idiocy. Will definitely be braving Shoreditch on a Friday soon to talk more about business process and IT, and see why he really is a fashion leader ;)
  • Mark Woodman knew whose round it was – and we had an interesting but too short chat about brittle ontologies and context. Talk to you when you’re back from Ireland, Mark!
  • Jason Bates had some fascinating takes on psychology and the organisation – I loved his thought that social software seemed to be patching up the organisational cracks :) – and he’s got an equally interesting new blog, so have a look at that …

And then there were lots of people I clocked but didn’t have time to go and chat to, as is the way with these things. Hopefully next time!;)

I did, though, at the end of the evening, get a curious insight into what life might be like being Robert Scoble. Some bloke came up, sloshed, and said to me “this is just shuch an honour … you don’t know what this means to me … just to be here … shtanding next to you … in this … where are we? oh shit, I don’t even know where the fuck I am .. but Robert … I can call you Robert can’t I? … Mishter Shcobleizer … you’re like a god to me”.

Made me laugh. a) I don’t even look like Scoble and b) I wasn’t up there with a microphone saying interesting things. But hey, there was a bar, there was good food, and there was company – can’t blame him for overindulging :)

Anyway, very many thanks to Hugh Macleod for organising it all. It was great fun.



Phil Edwards, apparently

have just found Phil Edwards’ blog, Apparently… . It’s

a place to collect my thoughts on user-centred ontologies, ethnoclassification, folksonomies, emergent semantics and so on. I’m looking at this area as part of a project for a repository of social science data sources at Manchester University

And because of this gem –

in obvious but significant ways, we all are connected individuals: if there’s an element of self-deception in these cases, perhaps it starts with the denial of connection

- I for one will be checking back.



History and humility

Quote for the day:

“A man who does not know what has been thought by those who have gone before him is sure to set an undue value upon his own ideas”

- Source: Mark Pattison, Memoirs

I don’t really know how to tally this up with the idea that thinking for yourself can be made harder if you do the Lichtenberg “letting books think for you” thing. Humility is definitely a virtue, as far as I’m concerned. And I agree wholeheartedly with Pattison’s sentiment. But equally I think it’s easy to get a variant of Stockholm syndrome if you spend too much time reading other’s thoughts.

Maybe that’s no bad thing, I don’t know. I suppose the sensible approach is to do your thinking first, aware that others may well have thought the same before you, and then do your research. At least then your thinking will be fresh, if not new, and you stand a chance of understanding, rather than parroting.



Doubt and Toilet Soap

[via Chris]Spiked have just done a science survey to celebrate Einstein Year, asking a range of renowned scientists what one thing above all they would teach the world about science. There were two gems.

From Frances M Ashcroft:

Science is the art of doubt, not of certainty

And from Dr Alec D Bangham:

Amphiphiles are molecules that have an affinity for both aqueous and non-aqueous media

I should teach the world about amphiphiles. Amphiphiles are, as the Oxford Dictionary of Biochemistry and Molecular Biology puts it, ‘molecules that have an affinity for both aqueous and non-aqeous media’.

Toilet soap is one of the most common and ubiquitous examples.

;)



Slimming the feed back down

Have just scrapped my short experiment with fat feeds. My bloglines citations page was getting full of me mentioning me mentioning me. Which was as tedious online as off. Now have an eye on Jack Vinson’s approach to see how it fares for him.



Wifi, Cafes and Solitude

Coffee shops are waking up to some problems with wifi, it seems. [via the excellent Crumb Trail and IFTF].In Seattle, a

five-year-old cafe added free Wi-Fi when it seemed their customers wanted it a couple of years ago. It initially brought in more people, she said, but over the past year “we noticed a significant change in the environment of the cafe.” Before Wi-Fi, “People talked to each other, strangers met each other,” she said. Solitary activities might involve reading and writing, but it was part of the milieu. “Those people co-existed with people having conversations,” said Strongin.

But “over the past year it seems that nobody talks to each other any more,” she said. On the weekends, 80 to 90 percent of tables and chairs are taken up by people using computers.

There’s some interesting further commentary on the Crumb Trail concerning the interplay of on and offline conversations. Notably, a great post by Wade Roush on the why’s and why not’s of backchannelling at conferences, and a thought-provoking one by Stowe Boyd on why “Continual Partial Attention” is the ethical thing to do in today’s world, despite arguments that interruptions are bad for the brain.

A while ago I wondered whether social software was mimicking the coffee-shop dynamic, and Simon Roberts over at Ideas Bazaar had some great things to say on the same topic, taking a more cross-cultural interesting slant. What is curious about the Seattle Coffee Shop (real world) example above, is not that they don’t talk. I think they do, just via laptops, blogs, etc. What’s curious to me is that, even though a lot of the roles of the old-fashioned coffee shop get subsumed by their online variants, people still go to coffee shops (rather than staying at home). The coffee can’t be that good, can it?

Equally, from Wade’s post, people still go to old-fashioned talks, even though these are increasingly typed/podcasted/whatever but when there they don’t fully listen.

It’s bizarre. And if mobile phones, ICQ, Skype, backchannelling is about relationships, as Stowe says, then surely they’re about human relationships. And if they’re about human relationships, then isn’t it odd that it seems to be turning traditional real world social hubs into ghost towns?



Ontologies are overfeared

Clay’s recent polemic misses a key point I think.

Yes, classification is political. Yes, classification is imperfect in a changing world. Yes, we need to be wary of all that. But what are “tags”, “folksonomies”, “ontologies”, and “tag clouds” when you put them together? A classification system, albeit a glossary.

Ontologists of the Semantic Web ilk are not trying to model the world, as I understand it. It is a non-religious undertaking. What they are (generally) trying to do is to improve Computer-to-Computer communication so as better to support computer-mediated communication between us.

Where possible, ontologies add some logic into the mix to allow a level of inference. Zip code is equivalent to post code, on some level. But where they can’t add the logic, then they don’t.

Tags aren’t and can’t be a proof that ontologies don’t work. What tags could be, is a means identifying which areas have enough (political) consensus to be worth developing an ontology for, for understanding how groups talk about certain ideas/events/things and so helping modellers mitigate their observer bias, and the areas where old ontologies are breaking down and an indicator for how to fix them.



Patterns in production and distribution

I like this. A lot. Though it makes me wish I could read Norwegian. Jon Hoem over at Diablog :: has come up with a nifty chart which, if I understand it, breaks down relationship types (ish) as a result of where the information is being produced and who is controlling the distribution.

As Jon comments,

What I find particularly interesting is how this typology, among other aspects, makes it easier to discuss the interplay between technical solutions and culture. When discussing this in relation to learning enviroments it became evident to me that the collective aspects of a technology is relying heavily on culture, much more than on the technical solutions used for mediation.

Great stuff.



Link Presentation (Outside and Inside)

Does anybody know if you can colour-code links based on where they’re going to?

What I’m interested in is getting (and giving) a quick visual indication of where the links on a post are headed. As far as I see it there are three types of links:
- links to self
- links to group (e.g. internal corporate blogs)
- links to outside (byond the firewall)

Even the first and the last would be great. Any ideas?



Now you see it, now you don’t

Matt Webb has a nice idea on managing feeds.

Here’s a feature I want from my RSS feeder. Every so often it should silently hide one of the feeds. If I notice, and if I remember what it was is that’s been hidden, I should be able to say: Hey, you forgot feed X, give it back!, and the application would say: Okay then, you got me banged to rights, here it is. If I don’t notice or can’t remember, the feed is deleted permanently.

Will add it to my list of things I want to make my aggregator better.



Ant’s and Pattern recognition

Shamelessly nicked from the interesting Ulises Ali Mejias



Stupid question #15324

Going to wear my ignorance on my sleeve here, so answers on a postcard would be great…

15324. What’s the correlation between complexity theory and size of network? i.e. does emergence etc apply to groups of 12, 50, 150 etc?



My name’s Chubby and I wanna be your friend …

Have set up a “fat feed” – which should give entries, comments, and trackbacks – if anyone’s interested. To stop it being a spam-bucket, I’ve switched all comments to moderated, but basically that means that bank loans, poker sites and viagra offers shouldn’t get through, though general “you’re a fool, Mr Young”’s will.

Just got to fix that trackback thing …

{Update: Gone and installed Chad Everett’s MT-Moderate, Mark Carey’s Diguise Trackback URL plug-in, and hoping that’ll do the trick. I’ll keep a weather eye open on it and if the fat feed get’s blotaed on spam, I’ll remove it.)

(Hat tip and low bow to Johnnie Moore. (Details of how to do it with MT are here))



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