Most people visiting your Web site are looking for information, not (yet) for products. Lead with value and show your expertise - before jumping in with your sales pitch.
What is Wikipedia?
Wikipedia, the world's free on-line encyclopedia, is a success story in the power of Web 2.0: Community collaboration to build a free resource to serve the Internet community in return. In this podcast, I talk with my friend Chris Pudney about the Wikipedia Web site, the concept and the ways you can take part in the Wikipedia experience.
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Join the podcast here for regular updates about similar topics.
PM's staff keeping Wikipedia clean
The Sydney Morning Herald reported today that the Prime Minister's staff had been editing Wikipedia pages, "to remove details that might be damaging to the Government".
Sounds sinister, but if you read further, the examples cited by the SMH are innocuous edits, which in fact improve the Wikipedia articles. For instance:
This proves that if you become "famous" in the Internet community, you have to keep constant vigil over your on-line reputation, especially in tools like Wikipedia that allow anybody with an axe to grind to harm your reputation.
Sounds sinister, but if you read further, the examples cited by the SMH are innocuous edits, which in fact improve the Wikipedia articles. For instance:
- One change removes a derogatory nickname for Treasurer Peter Costello;
- Another (correctly) adds the word "allegedly" to a claim about the treatment of asylum seekers;
- Another adds a reference to a Senate inquiry about a topic mentioned.
This proves that if you become "famous" in the Internet community, you have to keep constant vigil over your on-line reputation, especially in tools like Wikipedia that allow anybody with an axe to grind to harm your reputation.
Is Facebook really a $5 billion productivity cost?
An Internet filtering company, SurfControl, has warned that social networking tool Facebook is costing Australian business $5 billion in lost productivity.
It might be true that employees waste time using Facebook during work hours, but 5 billion dollars??? That seems far-fetched. And a closer look at the calculation shows why: The report assumes every employee spends an hour a day on Facebook. The average company cost is $6,200 a year. Multiply that by the 800,000 workplaces in Australia, and - hey presto - $5 billion. A nice media-grabbing headline, but it's based on patently false assumptions.
Don't make the same mistake. If you're quoting the results of a study, or extrapolating data from a small sample group, do it correctly. Your reputation hinges on it.
It might be true that employees waste time using Facebook during work hours, but 5 billion dollars??? That seems far-fetched. And a closer look at the calculation shows why: The report assumes every employee spends an hour a day on Facebook. The average company cost is $6,200 a year. Multiply that by the 800,000 workplaces in Australia, and - hey presto - $5 billion. A nice media-grabbing headline, but it's based on patently false assumptions.
Don't make the same mistake. If you're quoting the results of a study, or extrapolating data from a small sample group, do it correctly. Your reputation hinges on it.
Mattel's CEO sends mixed messages
Toy manufacturer Mattel recently recalled two products because of safety concerns. Mattel's CEO Robert Eckert apologised in person. But was it sincere? See for yourself in Holly Buchanan's article, and consider how you would feel as a concerned parent.
Was the message for parents (as Eckert claims) or for investors? If it was for parents, why did Mattel take out ads in the Wall Street Journal (as well as regular newspapers)? And why didn't they take out any ads after the first recall? Was it a sincere apology, or just a publicity stunt?
Be consistent with your messages. If you only care about your shareholders and investors, say so. It might sound heartless, but at least it doesn't sound slimy.
Was the message for parents (as Eckert claims) or for investors? If it was for parents, why did Mattel take out ads in the Wall Street Journal (as well as regular newspapers)? And why didn't they take out any ads after the first recall? Was it a sincere apology, or just a publicity stunt?
Be consistent with your messages. If you only care about your shareholders and investors, say so. It might sound heartless, but at least it doesn't sound slimy.
Great CEOs are corporate heroes using story to let us see the world through their eyes
That title is a quotation from Marshall Goldsmith's interview of Robert Dickman, who teaches executives how to communicate using stories. He summarises the five key elements of any story:
- The PASSION with which it is told.
- A HERO that leads us through the story and allows us to see it through his eyes.
- An ANTAGONIST or obstacle that needs to be overcome.
- A moment of AWARENESS that allows the hero, and us, to prevail.
- And the TRANSFORMATION that naturally results.
Repetition works. Repetition works.
We all know the power of repetition in delivering a message. A new study has shown just how powerful it is. It shows that listening to the same person's opinion a number of times increases the chance of it being accepted - even as much as listening to different opinions from different people.
The message is clear: Repeat your message, over and over again. This doesn't mean you have to use the same words, same images and same expressions each time. Express it in different ways - but always the same message.
The message is clear: Repeat your message, over and over again. This doesn't mean you have to use the same words, same images and same expressions each time. Express it in different ways - but always the same message.
Is the grass really greener?
The principle of commitment and consistency says people who pick a path remain committed to it. In other words, in general we don't like change. However, some new research about American consumer habits suggests that people might subconsciously be looking for change.
The research, by Tom Meyvis of New York University and Alan Cooke of the University of Florida, found that consumers who make repetitive choices - such as choosing a restaurant, shopping for groceries, etc. - are more likely to look for alternative choices in the future. In fact, they subconsciously "downgrade" information that reinforces their current choice.
The researchers say, "Our findings suggest that consumers who are focused on the future are so preoccupied with finding ways to improve their situation that they become overly sensitive to information that points to such opportunities - and lose sight of the relative advantages of their current choice".
The research, by Tom Meyvis of New York University and Alan Cooke of the University of Florida, found that consumers who make repetitive choices - such as choosing a restaurant, shopping for groceries, etc. - are more likely to look for alternative choices in the future. In fact, they subconsciously "downgrade" information that reinforces their current choice.
The researchers say, "Our findings suggest that consumers who are focused on the future are so preoccupied with finding ways to improve their situation that they become overly sensitive to information that points to such opportunities - and lose sight of the relative advantages of their current choice".
You're An Expert? Says Who?
More and more people will start to rely on your "Social Media Index" - your measure of reputation and credibility in the on-line world. But that's just one measure of how to test credibility and authority in a Web 2.0 world. When everybody's an "expert", how do we distinguish true expertise?
How to Talk to a Global Warming Skeptic
I've recently written a few posts critical of the global warming lobby. Lest you think I'm taking sides, I'll refer you to an excellent blog "How To Talk to a Global Warming Skeptic", which presents reasoned and (relatively) unemotional viewpoints for their side of the argument.
In terms of message management, it's fascinating to watch this issue unfold. Most people who talk about it are - well, ignorant. They tend to be swayed by the media, their peers, ex-politician movie-makers, political lobby groups, and practically everybody except the only people who have the right information: Climatologists and other related scientists.
My own view on global warming? I've seen and read enough to cast doubt that it's scientifically proven. The debate should continue - despite the attempts of some proponents to shut it down. As far as I'm concerned, if ordinary people make efforts to investigate things for themselves - rather than being gullible enough to believe a logical-sounding argument - that's A Good Thing.
Al Gore? Well, let's just say that if you're basing any global warming arguments on anything he says in his movie, you're on very shaky ground indeed.
In terms of message management, it's fascinating to watch this issue unfold. Most people who talk about it are - well, ignorant. They tend to be swayed by the media, their peers, ex-politician movie-makers, political lobby groups, and practically everybody except the only people who have the right information: Climatologists and other related scientists.
My own view on global warming? I've seen and read enough to cast doubt that it's scientifically proven. The debate should continue - despite the attempts of some proponents to shut it down. As far as I'm concerned, if ordinary people make efforts to investigate things for themselves - rather than being gullible enough to believe a logical-sounding argument - that's A Good Thing.
Al Gore? Well, let's just say that if you're basing any global warming arguments on anything he says in his movie, you're on very shaky ground indeed.
Everybody talks about the weather, but if we don't like what you say, we'll hound you to death
Whatever happened to the good old days when talking about the weather was a gentle way to start a conversation? Now, with the global warming debate in full swing, these conversations have become more ... err, heated.
In fact, talking about the weather can be downright dangerous in some circles. Some climate change zealots make vicious attacks on anybody daring to question their beliefs. The most radical - and ridiculous - propose outlawing "climate change denial". For example, Margo Kingston of the Sydney Morning Herald calls it a crime against humanity, and compares it with Holocaust denial.
Similarly, the United States Senate Committee on Environment and Public Works reports that Grist magazine is calling for Nuremberg-type trials for climate change skeptics.
These people are doing their cause no good. By taking such an extreme stance, they open themselves up to such ridicule that it's hard to take them seriously in the future. If you've got a message to share, don't sabotage it by coming across as a raving loony.
In fact, talking about the weather can be downright dangerous in some circles. Some climate change zealots make vicious attacks on anybody daring to question their beliefs. The most radical - and ridiculous - propose outlawing "climate change denial". For example, Margo Kingston of the Sydney Morning Herald calls it a crime against humanity, and compares it with Holocaust denial.
Similarly, the United States Senate Committee on Environment and Public Works reports that Grist magazine is calling for Nuremberg-type trials for climate change skeptics.
These people are doing their cause no good. By taking such an extreme stance, they open themselves up to such ridicule that it's hard to take them seriously in the future. If you've got a message to share, don't sabotage it by coming across as a raving loony.
Oops! Did I say that out loud?
The NSW Police Department recently issued an apology to the media for accidentally sending out a media release with a comment about "the power to arrest anybody". According to them, this was an internal test message from its IT department, but it unintentionally went to the entire mailing list.
This reminds me of Ronald Reagan's famous radio blooper announcing he was bombing Russia.
The obvious lesson here is to be careful! To err is human, but computers can broadcast your humanity world-wide. Be sure you understand the technology that's broadcasting your message, and always, always, always restrict yourself to messages that couldn't embarrass you. For example, if the NSW Police Department message had just said, "Testing. Please ignore.", this wouldn't have been a news story at all.
This reminds me of the story of a similar blunder by Greenpeace, which accidentally released an incomplete media statement with this sentence:
This reminds me of Ronald Reagan's famous radio blooper announcing he was bombing Russia.
The obvious lesson here is to be careful! To err is human, but computers can broadcast your humanity world-wide. Be sure you understand the technology that's broadcasting your message, and always, always, always restrict yourself to messages that couldn't embarrass you. For example, if the NSW Police Department message had just said, "Testing. Please ignore.", this wouldn't have been a news story at all.
This reminds me of the story of a similar blunder by Greenpeace, which accidentally released an incomplete media statement with this sentence:
"In the twenty years since the Chernobyl tragedy, the world's worst nuclear accident, there have been nearly [FILL IN ALARMIST AND ARMAGEDDONIST FACTOID HERE].Greenpeace tried to cover up by claiming it was a practical joke, but nobody was fooled.
Measuring the influence of influential people on-line
People are influenced by other people in their community (the principle of social proof). But some people in the community exert a stronger influence (the principle of authority). On the Internet, how do you assess somebody's influence (known as their "Social Media Index")?
One way that's been used in the past is to measure (a) their prominence (how often they appear in blogs, articles, and so on), and (b) their connections (how many "friends" they have in social networking sites, how many other blogs link to them, and so on). However, that doesn't always present a fair picture, and there's a current debate trying to find a new way to measure on-line influence more accurately.
One way that's been used in the past is to measure (a) their prominence (how often they appear in blogs, articles, and so on), and (b) their connections (how many "friends" they have in social networking sites, how many other blogs link to them, and so on). However, that doesn't always present a fair picture, and there's a current debate trying to find a new way to measure on-line influence more accurately.
Rachel Green's media tips for speakers
When delivering a message as an expert, it's important to be credible and authoritative. One of our clients, Rachel Green, has published a list of 10 media tips for professional speakers. Use this checklist before any media opportunity, to ensure you create the best impression.
Are you hot? Depends on their frame of mind
Researchers at Yale University found that people's opinions and attitudes could be influenced by something as simple as a cup of coffee. Subjects in the study who held a cup of iced coffee rated somebody as colder and more selfish than if they held a cup of hot coffee. In other words, people who had been "primed" to the words hot and cold were more likely to respond that way.
Similar studies have shown that seeing a briefcase made people more business-like and competitive; and a faint smell of cleaning fluid made people more likely to clean up a mess.
This is why framing your message is so important, especially if you're dealing with a sensitive or controversial topic. People don't just receive your message in isolation; they take it in based on the frame you've set for them.
Similar studies have shown that seeing a briefcase made people more business-like and competitive; and a faint smell of cleaning fluid made people more likely to clean up a mess.
This is why framing your message is so important, especially if you're dealing with a sensitive or controversial topic. People don't just receive your message in isolation; they take it in based on the frame you've set for them.
The global warming stampede: Are you one of the herd?
Bob Prechter, a researcher on social herding, describes how the current global warming movement could be explained by social herding theory. He has a point. Regardless of whether global warming is true or false, it's patently clear to me that many people simply accept the argument (either side of the argument) without examining the facts. They rely on the testimony of ex-politicians (Al Gore), energy executives, and public service organisations with a vested interest in one viewpoint.
It would be far better for them to examine the science behind the claims. But who has the time to do that? More to the point, who has the intelligence to do that? Seriously. Climate change models are complex, and most people can't comprehend serious academic research in this area. So they revert to the tried-and-true theory that says, "If he's wearing a white coat and a stesthoscope, he's a doctor - so I'll put my life in his hands."
It would be far better for them to examine the science behind the claims. But who has the time to do that? More to the point, who has the intelligence to do that? Seriously. Climate change models are complex, and most people can't comprehend serious academic research in this area. So they revert to the tried-and-true theory that says, "If he's wearing a white coat and a stesthoscope, he's a doctor - so I'll put my life in his hands."
Ward off stage fright
If you suffer from "stage fright" nerves before a presentation, these tips from professional speakers might help you get into the proper state of mind.
Google Black helps the environment ... or does it?
With the current trend to embrace anything remotely "green", Sydney-based Toby Heap was onto a winner when he launched "Blackle.com", a version of Google with a black background - which is supposed to save power consumption on computer monitors.
Heap's site was based on a blog post by an environmentalist who claimed that a black version of Google would save 750 Megawatt-hours a year. However, experts who tested this claim found it to be false, and in fact a black Google could even consume more energy on modern LCD monitors.
So the foundation of Heap's site fell in a ... well, heap. But rather than admitting he was wrong, Heap insists the site is more about awareness than results. Not to mention the thousands of dollars a day he's reportedly making in advertising revenue.
Heap's site was based on a blog post by an environmentalist who claimed that a black version of Google would save 750 Megawatt-hours a year. However, experts who tested this claim found it to be false, and in fact a black Google could even consume more energy on modern LCD monitors.
So the foundation of Heap's site fell in a ... well, heap. But rather than admitting he was wrong, Heap insists the site is more about awareness than results. Not to mention the thousands of dollars a day he's reportedly making in advertising revenue.
Australian researchers have world-wide influence ... or do they?
Here's an interesting article about how a single statistic can be skewed to support different viewpoints.
The Australian newspaper reported recently that Australian research papers were among the most highly cited in the world, suggesting that Australia has a strong reputation in the international academic community. At least, that's the case if you believe Simon Chapman, from the University of Sydney.
However, the Australian Academy of Science had a different view, believing that while Australian research papers were more frequently cited, their impact was lower because they were lower quality than in the past.
The Australian newspaper reported recently that Australian research papers were among the most highly cited in the world, suggesting that Australia has a strong reputation in the international academic community. At least, that's the case if you believe Simon Chapman, from the University of Sydney.
However, the Australian Academy of Science had a different view, believing that while Australian research papers were more frequently cited, their impact was lower because they were lower quality than in the past.
Phishing for Victims
The increasingly common scam of "phishing" takes advantage of people's implicit trust in authority and their fear of financial loss. In this audio program, my friend Chris Pudney and I discuss phishing and what you can do to protect yourself from it.
It's easy to be believed when you're an "authority"
A Washington Times article points out that U.S. congressional committees are swayed by the opinions of experts, even when the experts' research is based on poor science or junk science. The power of authority is so strong that - even when it's built on dubious foundations - ordinary people believe your authority, not the facts.
This is not to say that you should deliberately mislead people, just because you're in a position of authority. Far from it. But do be aware that people view your authority as a shortcut to your credibility. So don't feel that you have to justify every little thing and every tiny detail. Your position gives you subconscious authority in your audience's mind. Don't abuse it, but don't overlook it either.
This is not to say that you should deliberately mislead people, just because you're in a position of authority. Far from it. But do be aware that people view your authority as a shortcut to your credibility. So don't feel that you have to justify every little thing and every tiny detail. Your position gives you subconscious authority in your audience's mind. Don't abuse it, but don't overlook it either.
Your moral beliefs affect your perception of others' intentions
If you see somebody doing something, how do you assess whether they did it intentionally or accidentally? It turns out that your judgement is coloured by your view of whether you believe that action was morally wrong.
For example, if you see somebody taking action that harms the environment, if you believe that action is wrong, you're more likely to think they did it deliberately.
This is known as The Knobe Effect, after the person who identified it, philosopher Jacob Knobe.
How do you use this result in your message management?
The key is to recognise it exists. If you or your organisation have been exposed for doing something that others perceive to be wrong, recognise that they will tend to judge you harshly, even if your action was unintentional. So you have to work harder to win back their trust. Just protesting your innocence isn't enough.
For example, if you see somebody taking action that harms the environment, if you believe that action is wrong, you're more likely to think they did it deliberately.
This is known as The Knobe Effect, after the person who identified it, philosopher Jacob Knobe.
How do you use this result in your message management?
The key is to recognise it exists. If you or your organisation have been exposed for doing something that others perceive to be wrong, recognise that they will tend to judge you harshly, even if your action was unintentional. So you have to work harder to win back their trust. Just protesting your innocence isn't enough.
Wanna lose weight? Lose your fat friends.
According to a new study from Harvard University, your own weight is highly influenced by the weight of your family and friends. According to Dr Nicholas Christakis, who conducted the study, the propensity to be slim, overweight or obese is connected to the weight of the people closest to you.
Influence Triggers for Getting More Traffic
How can you apply Robert Cialdini's principles of influence on the Internet? They've been applied successfully in Web copywriting, but here's a new twist: You can apply it to your Internet marketing efforts to get more traffic to your Web site.
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