After a MapMyRun jog last week, a Houlihan’s ad pop up promoting their Inspiralized Menu. I follow the trend toward healthier menus and food labeling transparency, so I tweeted about the ad from a marketing angle, not intending to promote the restaurant. The Houlihan’s social team picked up my post, took it as a compliment (which it really was), and mailed me a $25 gift card.
Houlihan’s Marketing – HQ, HouliFans, and PR
LinkedIn’s methods for gathering data from its over 450 million* registered users are shrouded. Usually, they don’t ask permission, they just uncheck new Privacy Controls for you. It’s no wonder they’ve faced numerous lawsuits.
LinkedIn seems to know everyone you’ve ever emailed: The People You May Know feature seems to make predictions based on information you’ve never knowingly transmitted. Before I explain how this works, here’s a quick fix:
How to remove your imported contacts from LinkedIn:
Go to Connections -> Add Connections -> Manage imported contacts (top right of page) -> click “select all” and delete all
How LinkedIn is seemingly psychic about people you may know
- Other users’ actions: This algorithm is their secret sauce. LinkedIn analyzes other users’ searches and viewing histories to make assumptions about people you may know. I.e., if Sheryl and Dean searched for both you and Tony, then you and Tony may know each other. Multiply this across many users. The result is an algorithm that predicts your likely contacts without ever accessing your actual contacts. You may see recommendations to connect with someone who has the same name as someone you know, but is a totally different person.
- Your contacts: You may have granted LinkedIn access to your contacts, which often happens inadvertently by using the app. “Inadvertent” is the keyword for most privacy issues with LinkedIn, because its strategy hinges upon 1) the fact that most users don’t read fine print and 2) that its UI, especially on mobile, effectively shuffles users along a permission-granting bender.
- Your login: When logged in, even if you close the tab, LinkedIn has access to any activity you take on a site with a LinkedIn plugin or authentication that you’ve granted. To avoid this tracking, log out of LinkedIn whenever you’re done with your business.
I began researching this because I noticed that LinkedIn seemed to have access to hundreds of my old email contacts. Continue reading How to Manage LinkedIn Privacy Settings – Remove Imported Contacts
Howard Gossage believed that most of the advertising of his time was manure. The Socrates of San Francisco died more than forty years ago, but his radical approach is as important now as ever.
Gossage was irreverant, inquisitive, and creative. At a time when agencies encouraged increasing media buys for their own profit, Gossage worked on quality over quantity, and even instructed some clients to reduce their ad budgets. He eschewed TV. He helped launch the environmental movement. David Ogilvy called him “the most articulate rebel in the advertising business.” Gossage was an iconoclast and proponent of using advertising to effect social change. He cared more about ideas than media.
When Gossage was in the ad business in the late 1950s and sixties, you could reach 85% of the U.S. with three TV networks and four publications. The options for sharing information and stories were a tiny fraction of modern media, but HLG was a prescient proponent of interactivity. His most important principle will outlast this month’s shiny new marketing toys:
Respect Your Audience
Gossage was talking about conversation long before Twitter. Our age is one of digital marketing buzzwords that mean little beyond having secured standing room on a crowded bandwagon, of an obsession with social media too often devoid of strategy and technique. Now we have tools that make the conversation more convenient and immediate, but this has made us lazy.
Tired of reading articles about how to “measure the ROI of social media”? Quit reading them. Turn off your phone, sit down (better yet, stand up) and take the time to write interesting copy, inform, incite. Spell check.
Client: Petrofina Oil
Gossage transformed a pedestrian category, gasoline, with a campaign that directly acknowledged that most service stations were identical, while satirizing “advertisingese”:
Fina didn’t pretend to be your friend or solve your problems. Fina acknowledged reality in a conversational way. Fina sold petrol.
Ask customers about their pain points then speak to those negatives in a new or helpful light. Brands aren’t people: brand messages that seem personal simply because they begin with an @ still must offer some value, honesty, or fun if you want the audience to care, participate, or purchase.
Unlike the above ads typical of his time, Gossage based his work on the belief that the consumer deserved to be treated with some modicum of respect. Ogilvy agreed: “The consumer isn’t a moron, she is your wife” (1955). Gossage went a step further with campaigns like the one that saved the Grand Canyon from being flooded:
His point, recalled by then partner Jerry Mander, was this: “You can’t just make people feel bad, you have to give them an opportunity to do something.”
Direct, honest, creative messaging that acknowledges the realities of the transactional relationship beats a feigned or forced friendship and unrealistic promises. It was true in the sixties and it’s true today, especially on social.
We relish our digital two-way street, opine about the “conversation” until its terminology has become hackneyed, yet many brands still turn off customers with their attempts at tone. Before you hit “send,” ask yourself if the message is interesting and real, or simply, WWGD?
This article originally appeared at ama-atlanta.com
Source for Mander quote
Social etiquette is becoming murkier everyday. Half of all adult Americans now own either a smartphone or tablet, and one-third use their mobile devices to view news stories and video clips at least weekly. –Half of U.S. adults own a smartphone or tablet, 2012 Pew survey Everybody’s on the phone. But they’re not just talking on the phone.
Instead of reiterating the obvious, I will dive into the implications for IRL interactions.
Cultural mores dictate certain things you shouldn’t do because they’re rude. And usually there are exceptions to these rules. Common sense used to suffice in this realm. Mobile technology has introduced a host of new implicit rules and exceptions, not to mention the generational divide over what’s considered rude. The key is whether the other person knows you have an exception (assuming they care or loosely adhere to the following). Common scenarios:
|Bad Tech Behavior||Exception||Caveat/Details|
|Texting during a meal/date/outing||Texting a friend who is on the way/lost/running late. Instagram can be fine if the other person gets it or joins in Instagramming the fire hydrant or heart-shaped coffee froth.||Mention to present company that the other party is the person you’re texting. Generally, just give your undivided attention to the other person.|
|Using your phone while watching/listening to a presentation or speech||Taking notes; taking a non-flash photo of the speaker/event; tweeting about the presentation||Even if you’re just notetaking on your phone (and do use Evernote), it would look better to use a tablet, seemingly more public and when so, associated with single tasks like notetaking, whereas a phone screen is smaller, thus less conducive to notetaking and more private. Phone is better at hiding your potential bad tech behaviors. Ongoing tweeting is acceptable if the presentation is meant to be live tweeted- definitely if the event has a hashtag. But try and look up.|
|Texting, web search, or checking Facebook while on a date||Showing something on Facebook that is relevant to the conversation. Googling/texting a mutual burning question to an authority.||If you want to get away with any of these behaviors undetected, do not post anything. The person may now be or may end up your Facebook friend. A simple calendar check would let them put two and two together: you were multitasking them, as in digitally double-booking them.
|Forgetting to turn your phone on silent or vibrate in the movies or at a meeting||Movie theatre: no exception. Meeting: Vibrate is acceptable if expecting an important call or email but only if the phone is in your lap, pocket, or purse — not on the table.||In a meeting where others are aware (and better yet, mutually affected by the outcome) of your expected call or email or text, vibrate mode on the table is fine.|
I don’t want to be always on. I want to be in the moment even when the moment is paused for a bathroom break. It’s part of the bigger picture: we need to silence our FOMO (Fear Of Missing Out). Multitasking is addictive because it produces dopamine. We instinctually want to multitask because the big DA is a powerful reward-based neurotransmitter. It’s what makes cocaine and methamphetamines such fun. We bathe in dopamine for that neurological reward and in order to supposedly maximize our experience of all the available technology. But digital stress on the brain from multitasking makes us perform worse. We really can’t handle more than two tasks at once. We really should focus on the main task at hand: each other.