Author Archives: John Gibbard

You don’t need to be digital to join-in.

Yesterday word spread about the latest cute little thing to drop out of Berg‘s enviable incubators, Little Printer. Rather than paraphrase, I shall copy verbatim their description of this forthcoming product:

Connected to the Web, Little Printer has wide range of sources available to check on your behalf. We call them “publications”. Subscribe to your favourites and choose when you’d like them delivered. Right on time Little Printer gathers everything it needs to prepare a neat little personalised package, printed as soon as you press the button. You can get deliveries multiple times a day, but we find once or twice works best–like your very own morning or evening newspaper. bergcloud.com/littleprinter

So many people missed the point whilst talking broadly around the idea of ‘why paper, when I’ve got it on digital’. The Washington Post assumes its for people to print and save their Tweets, BoingBoing described the output as a “little, disposable newspaper“, Wired is unconvinced “if I have a smartphone with me, I have a screen that can do all this and more”. The Huffington Post sits on the fence and invites their readers to answer “Is the concept behind ‘Little Printer’ a good idea?“. Peter Cashmore from Mashable opined “..sure is cute, but would we really use it – and read paper – every day?”

To summarise, @relativesanity blasted: “Little Printer solves a problem none of us has.”

The way I see it, this device (and its descendants) isn’t (just) for us. It’s also for the currently un-connected. Potentially, that is the biggest innovation, that’s who it’s solving a problem for. Way back in 2006 (as Russell Davies, one of the brains behind the similar Newspaper Club reminds us) Berg were talking about a connected social letterbox. Dig into that thread and you discover that HP have had this little Presto project for a while. It’s not as cute as Berg’s effort, but it’s been converting emails, photos and internet ephemera into tangible printed material for 6 years. The intention has been to provide a device to homes that don’t have a computer, allowing them to stay in touch with those who do.

To put this in to context, today I learned that the local paper where I grew up, the venerable East Kent Gazette is to close after 156 years of publication. It’s no longer making any money. People are moving online to receive hyper-local news.

But not everyone. The elderly and other unconnected residents of the EKG’s distribution area won’t know what’s going on. These are people that are both cut-off and with a fondness for the trivia of their family, friends and community. Devices like Little Printer could put us back in touch with them.

Thankfully I saw UX people saying similar things:

@johannakoll “..give to my father to send him my status updates, little sudokus, riddles and more..”

Sometimes it takes user-centric thinkers to look closer at use cases. Sure, there may be a bit of post-rationalisation going on but it’s undeniable that there’s a joy in the tangibility of printed content.

And what of us, the digital, connected people? Well it works for us too. A bit like Russell, I too am bored of screens. I spend all day in front of them, I have two smartphones that vie for my attention and the all-but inumerable apps that I’ve downloaded often mean that I go ‘in’ to my phone’s app dashboard forgetting what I went into it looking for. Little Printer will bring things closer to the context in which I’m using them; my to-do list is in my notepad, my shopping list is in my wallet my Nike run workout is in my kit bag.

My phone does too many things, having this information closer to where I use it could make it easier for me to deal with an ever-increasing stream.

Environmentally, I’m not sure I can comment with any authority. It seems at first that it’s wasteful, creating paper where there was no ‘need’. It’s been described repeatedly as ‘printing the contents of your phone‘,  which is an incredibly reductive observation

@katsamps “Not thrilled about Little Printer. I thought we were trying to move away from paper waste?”.

But paper doesn’t need to be bad does it? Sustainable printing is perfectly possible right? A drop in the ocean compared the the amount of paper wasted each day by printing ridiculously excessive email footers with legals and ‘please don’t print’ messages on them. And if saves me another screen, another charging cycle, well I don’t think we can say for sure that it’s entirely negative.

Looking beyond the obvious you can see when a design’s evolved from a mature idea born of observation and insight. Little Printer is the next step on an technology journey that will hopefully broaden the benefits of our connected world to those that can’t or don’t want to be slaves to a glowing screen.

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SapientNitro, a storm in a teacup

Whilst many were quick to point out the negatives today (eConsultancy, NMA, The Wall) on the day that the somewhat cringe inducing Idea Engineers video was posted by SapientNitro, few were looking closer at ourselves as a community of ‘agency types’.

As a global agency, Sapient have enviable scale and diversity. A small group of Asian (my ignorance assumes they were Indian) staff decided they’d have a bit of lighthearted fun and project their image of life at Sapient to the world. The only crime they committed (aside from perhaps a touch of chauvinism) in their well-intentioned endeavour, was to be a little geeky and dated for our Western European tastes.

Personally, I thought it was unedifying to see people wade in to stick the boot in to the idea and then revel in the panic by, let’s assume a junior staff member, when posts were deleted from Facebook. Previously the comments from fellow Indian colleagues were uniformly positive. We inward-facing Soho and Shoreditch agencies were gleeful in our response:’Look! silly Sapient don’t get social media’.

But they probably do. Someone in charge of their Facebook account just made a mistake this time and by the time the momentum had built up, the shutters came down and they deleted it. Before we analyse what they should have done in response, let’s remember that this is an increasingly-mature, highly skilled agency. They have a client roster that’s undeniably impressive and 19 significant awards in 2011 alone. Many of us will have lost pitches against SapientNitro and, in today’s responses our bitterness at their success was definitely showing.

Sure, let’s spend a little time talking about the right way to deal with this kind of communications fuck up, that’s right and healthy (and it will vary for each brand and each time it happens) but let’s be honest, this is nothing more than a transient blip and to suggest it’s indicative of a fundamental failing of a hugely successful agency is the mistake of today.

Edit 17.NOV.2011. Edward Boches posted this neat piece about how to learn from the situation. Sapient themselves responded on their blog.

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Behavioural Economics / Psychology of Persuasion & Influence Reading List

Thanks to a Quora answer from Rory Sutherland I stumbled across this excellent (and lengthy) starter reading list for those interested in the sociology, psychology and economics of persuasion. Well worth looking at for the people that have said ‘I’m done with Nudge, anything else I should read?’

ASIDE: This is probably the first time I’ve found myself on Quora and learned something. That’s not to say it’s rubbish (and who’d care about my opinion anyway) just that I’ve been a member of it for about 6 months but don’t bother checking so I only discovered this when it popped up on Twitter. So Quora made it happen, Twitter made me find it.

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Continuous Improvement?

A little thing I did this afternoon.

I don’t Like numbers

There’s a not-unreasonable perception that agencies are staffed with people who are preoccupied with the new and trendy. At Dare it’s fair to say there are gentlemen that don’t wear socks. There are girls who were in maxi-dresses last year and preposterous jumpsuits this year. There are even people that wear hats and scarves in June. But that’s just textiles. When it comes to digital I’d challenge you to find a more cynical bunch. Propose an idea in an internal meeting to make use of the latest in social networkery and you’d better have some solid evidence to prove it works because you are going to face a barrage of critical analysis from 24 year old juniors to 45 year old seen-it-alls.

With this in mind it’s been a matter of debate this week that perhaps the sheer volume of requests we get from clients asking us to take them (for example) from 10,000 to a million fans on Facebook, is getting to be a bit of a problem. I mean, how important to a brand is a Facebook fan?

Consider an example from Taco Bell in the states. During a spell of bad news for the Mexican fast-food chain where they were challenged on the volume of beef in their Tacos, the Yum! brand reached out to their fans as part of a $4m ad campaign. Presumably these people – who let’s remind ourselves had actively said they were fans of the brand on Facebook, would be up for some positive activity? Over the period in question they’d swollen their fanbase from 500k to 6 million.  Jonathan Blum explains that they offered these fans free food … hey friend, come get some free tacos, on-the-house.

What happened was that just 200k people did. That’s 3%.

97% decided not to take-up the offer of free food from a brand they liked.

When you can’t even give away free food to people who like you, how can you possibly expect people to pay for it? But we’re being asked to generate bigger fan numbers with the assumption that this equates to more sales somewhere down the line.

So, what’s at work here? Why did so many people look the gift horse in the mouth and walk away? What are the implications?

Friction
I don’t know how the mechanic was resolved logistically. It would have to be easy to redeem the offer. If you’re on Facebook it’s not that likely you’re in Taco Bell right then or perhaps even in the frame of mind for a taco. You might see the offer but unless it’s promoted in-store and can be obtained and redeemed at the point of transaction then there’s sufficient friction that customers (fans) are less likely to follow through with the process. It doesn’t take an expert in ethnography or service design to see that printing a voucher at home and remembering to take it next time you get a taco is a bit clunky.

Mixed messages
On the one hand there’s a lawsuit alleging your food is only 50% beef and at the same time you’re offering it up for free. What does that say about the quality and the value you place on your product? Does it display confidence in your taco or does it smack of desperation?

Like ≠ like
Perhaps we don’t actually care that much about the brands we like. Like has become a substitute for ‘join in’ on Facebook. In order to see or interact with content we have to Like it. We might not actually like the nrand but are just intruiged to see what the fuss is about – Like has become nothing more than a threshold. The freedom with which likes are handed out has devalued them; it was presumed that the peer pressure of being seen to like something you clearly wouldn’t would act as a moderator. For example, I might want to see what all the fuss is about Justin Bieber’s page but to like him would be to broadcast that to much derision amongst my friends. The reality is that I can hide this like instantly to spare my blushes but still it counts as another positive vote for the precocious little twerp. Many of those 6m Taco Bell fans aren’t real fans then, they’re just people who had a passing interest or were perhaps mindlessly clicking away on anything they recognised. What would scarcity do to modify this behaviour? Perhaps if we could only issue three likes per week we might think more careful about where we used them.

They just didn’t see it
Data at AllFacebook.com suggests that the magic of EdgeRank (Facebook‘s ostensibly-intelligent method of prioritising content for you) means that  only 3%-7.5% of fans actually see business page posts in their feed. The reasons for this are not entirely understood (Edgerank isn’t transparent) but brands that are posting infrequently or with low-engagement content for example aren’t going to be helping themselves.

But but but…
What about those people that did take up the offer and do see the posts? Their numbers may be small but are these the mavens and connectors, the influencers? Before we entirely dismiss the idea of the fan we should at least acknowledge the benefits of the engaged superfan.

Part of the problem is that Facebook’s irritatingly quantifiable. Chief Marketing Officers and their subordinates can hang their targets on tangible numbers – more fans, beat our competitors, more likes than last year etc. etc. This is data they can see daily, it’s not something they need to commission research for or wait until the next quarter. He or she can log-in at home or in the office and beat their agency with a stick as the numbers rise and fall in real-time. Trouble is, the acquisition of these fans costs money (c. £10 per fan in marketing spend some say), even more when you’re honest and realise that something like 1/10 fans is likely to be a truly engaged one.

It’s because of these superfans that I’m reluctant to call bullshit on the whole Facebook thing. It’s still important to (ahem) fish where the fish are. There are plenty of us swimming about in the big blue sea, but just trying to get loads of us into your net and assuming we’ll all eat your taco… (this isn’t working is it?)

Let’s just teach some of this to our clients and make sure that proposals aren’t about numbers but are about genuine engagement, conversations that are acted upon and activities like voucher redemption are as free from friction as possible. Let’s not go around issuing desperate calls for people to share, let’s think instead about strong scarce engagement ideas for some brands and tactical offers in volume for others. I’m glad I’m surrounded by so many cynics, I just wish they’d wear better clothes.

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Carrots and Sticks Wielded at the RSA

In doing a little research for some behavioural change theory as part of my day-job I came across this wonderfully brief talk that Ian Ayres did at the RSA back in April. I’ve been toying with carrots and sticks (I think both approaches can be wonderfully split-tested online) in my own work particularly around financial services. However, Ian introduces the idea of the anti-incentive and it’s a bit of a head-scratcher that I’m going to spend some time exploring for my clients. I think it’s got some potential but it’s perilous in terms of setting oneself up for quite the outlay should it be implemented incorrectly. So, without further ado, take a moment:

> More on anti-incentives found by Liz Danzico

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Press Here to Play

 For some reason this new bit of work from my colleagues here at Dare has me clicking the video ‘play’ call-to-action a lot. Still not got to the bottom of whether it was intentional or not…

Wood Preservation Society: Participation Marketing At Its Worst

It’s been a great and sunny weekend in this Sceptered Isle. Britain has come out (well, at least in this rather Royalist corner of Surrey) in red, white and blue.  There’s a frisson of wedding buzz and I even saw several amorous middle-aged couples dry-humping in the evening sun on the grassy banks of the Thames as I enjoyed my first post-marathon run last night. A weekend of BBQs, Zinfandel Rose and wall-to-wall sunshine will do that to our repressed Northern Hemisphere blood.

Imagine how sad it was therefore to find it all come crashing down last night during the ad-break to the Suspicions of Mr. Whicher on ITV.  To the unmistakably British melody of ‘The Self Preservation Society’ tune written for the Italian Job, the British TV view was subjected to the latest ‘wood preservation society’ advert for either Cuprinol/Ronseal (so clear I couldn’t remember which one it was), it encouraged people to sign-up to their (turns out it’s Cuprinol) Facebook page and to presumably tell lots of stories about painting and preserving external wood.

This is Britain at its worst. A mind-bogglingly stupid consequence of a creative idea that spun out of that song from The Italian Job. The incentive (there HAS to be an incentive because clearly nobody in their right mind cares that much about external wood preservation) is to win a shed or something. But of course you do benefit it other ways: ergo … tips … (there’s always a market for tips isn’t there? “Try using a brush!” “Consider sealing your wood when it isn’t raining!”) and inspiration (“Why not use green, instead of brown, or brown instead of green if you prefer!”) and the worryingly vague ‘other updates’ can also be found lurking behind this terrible stock shot of yummy mummy in pink gloves watering her pansies. Presumably they have people hanging on the line for the latest in ICI’s wood-preservation solvent technology.

I hate Facebook participation campaigns so very much now.

EDIT: I have since discovered this ‘idea’ has been around since 2009, and as this post explains even more acerbically, it was pretty lame first time around…

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Marathon: What went wrong?

I have waited almost a week to write this post. I’ve composed at least some of it many times over and started composing it close to midnight last Sunday, 17th April. So, what went wrong on Marathon day?

Firstly it’s important to state that for many people 3:57:32 is a perfectly reasonable – even impressive – time to complete a marathon in. Friends, family and colleagues have assured me that ‘sub 4 hours’ seems pretty good. Only it wasn’t. I don’t see myself as an average amateur, I didn’t at any point through my training. I knew this was training that saw me run a personal best (PB) of 1hr 42″ for the half marathon just 12 weeks after starting the programme on Boxing Day, December 26th 2010. Plugging that time into the McMillan running calculator had given me a predicted 26.2 time of 3:35:28. From that, an A-goal target of 3:40:00 was set (with a B goal at 3:45:00) and subsequent training runs were tweaked to aim for a 5’11″/km (08’24″/mile) marathon pace. I wasn’t going to shoot for the 3:35, I was playing it safe for an achievable goal.

What happened?
A familiar tale to those of you who have spoken to me this week but by mile 1 I was 2 minutes outside A-goal pace and hugely frustrated by the congestion. I was tense and feeling it more than I usually do, right the way through to at least 1 hour – concentrating on not weaving too much or getting slowed down. By 13 it was hurting and I was at 1:53:22 – about 9 minutes down. Descending to Docklands I was feeling miserable, experiencing unfamiliarly heavy legs and ‘knowing’ I was too slow; at 17 miles I pulled up and gave in to the central governor and walked for two minutes, stretching off and then running a clean mile or so before pulling up again. At that point the pattern was set. The next ten miles I think I walked about 5-6 times (the Runkeeper data is unclear) for various spells, all under 2-minutes. By which time the damage was done.

On the day I did too many things differently
Music: In almost all of my training runs I have run with music or a podcast. On marathon day I’d heard and read that the atmosphere is such a huge part of the event that it would be almost churlish to run with headphones in. So I didn’t. I didn’t take strength from the crowds so much as I missed the monotonous pounding of generic dance music that helped me throughout my usual training runs to dissociate from what my body was saying.

Fuel: It was a hot day (more on that later) and despite knowing the course was peppered with Lucozade and water, I wanted to stick to what I’d trained with (sensible) so I ran with 500ml of Lucozade Lite and aimed to drink most of it by 13 and all of it by 20, relying on water and regular on-course drinks for the final 6. As it happens I just didn’t drink regularly enough in the first half of the race and by 10 I had most of my drink left, by 13 probably over half remained. Coupled to this, I added a little flexibility in my gel strategy too, taking the first gel around 70 minutes and then not really knowing what to do about the remaining gels, roughly taking them between 25 and 40 minutes apart. On my long runs I had been disciplined at taking them every 30 minutes from the 70 minute mark. Perhaps this lack of hydration and possible bonking (depeletion of glycogen stores and reliance on fat burning) was making my legs feel so damned heavy?

Walking: I never walked in my training runs. Even on runs that averaged faster than I ran on marathon day and on runs that exceeded 20 miles. Once I’d given-in it was psychologically impossible not to fall into the pattern of walk-run. It might be fine by Jeff Galloway but it’s not fine by me, I signed-up to run 26.2, not walk it. Perhaps it allowed me to finish at all, I’ll never know.

Panic: The start was not good. My position in pen 6 (of 9) was because I’d underestimated my finish time when I applied two years ago. It meant I was running with people that were not sub 4 runners and it meant that ahead of me were a group of runners all linked together for charity. Within 600m of the start line we were standing still as people peeled-off to pee. When mile 1 ticked by I was already stressed about an even paced run and that tension remained through the congested period of the first few miles. Tragically, my data shows my first 5km I cleared in 28″ and the 10km in 54″, I was slow but not crawling like I felt. But that stress and weaving (as well as the odd stride to clear the pack) had taken its toll.

External factors
These are not excuses but more contributory factors. I’m convinced my own mistakes (above) were more important to the final time but those mistakes were made, in part, by the following factors:

Heat: The temperature rose steadily throughout the race to a maximum at 13:45; Wolfram Alpha shows it peaked at 19 C (66 F) but I believe I heard on the day that it went higher in central London. My two longest long-runs were run in the range 5 C – 13 C (40 F – 55 F). Tom Williams on Marathon Talk mentioned after the high temperatures the week before at the Brighton Marathon that it should only account for c. 6 minutes variation in time based on results in the hot 22 C (72 F) 2007 London Marathon. Clearly I wasn’t used to it and I reacted badly, it was then compounded by poor hydration early on. Something my attempts later in the race to take on water more regularly failed to correct.

Congestion & Crowds: I should have run an organised race in my training plan. I didn’t and I forgot what it’s like to run both behind and around fellow runners, and even from experience in other events, the race was particularly bad. The first miles out of Blackheath are heavily congested and do not always use the full width of the road. There are toilets at 600m from the start which creates a bottleneck; there were runners with slow predicted times and running in groups; there were no pacers in my pen and I had assumed I could rely on running with a pacer to keep me in check for the first half.

Nike+: I use the sensor (non GPS) version and the short strides in the first part of the race meant it wasn’t tracking my pace properly so it counted in the first mile way before I reached it. It was then innacurate for the remainder of the race, right the way through to the point it packed-up entirely on my iPod Nano (6 Gen) after just under 30km thanks to too much sweat and an erroneous ‘end workout’ action which was never given. In all of my training runs I’ve used this – well calibrated – to judge my pace. I had nothing giving me clear data on the day. This made me feel I was too slow. As it happens, my Runkeeper app was chugging away in my back pocket and recording that I was running some great splits: from 5km to 10km I was under 5:16/km and at peaked at 4:56/km (under 8 minute miles) at the 13km (8 mile) mark. In future I will not run a marathon without a GPS watch.

Final thoughts
So it wasn’t atrocious at all but it wasn’t at all what I wanted. It’s a day that I wanted to enjoy but I didn’t do it justice. I experienced some amazing moments that eclipse anything I’ve ever done in sport, turning on to Tower Bridge to face the crowds, crying weakly as I got my medal. The crowds are joyous but I’ll be honest and say that at times you just don’t care, your selfishly wrapped up in your own world – even without the headphones.

I know I’ve moaned a bit, even whinged at my performance but reading the wonderful Sir Jog A Lot post this week I feel a little better. A seasoned runner, a pacer for Runners World, also got caught out by a few of the same issues.

I’ll be back to apply on 26th April for the ballot and I’d consider a charity place if that doesn’t work out. I know I might not get my best runs at London unless the stars align, and might look outside the city events. But in the meantime I’m back into training with at least the Humanrace Kingston 16-miler in my schedule for the Autumn. And that 1:42 half marathon can do with a little trim too…

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Marathon Lessons From The Past 16 Weeks

Opening Titles for the BBC Sport Coverage

I started my 16-week training journey on Boxing Day (26 December) and it culminates on race day on Sunday. Over that time I’ve run, read and eaten all I could to prepare myself for the day. I’ve done that whilst sporting a chronic tendonopathy in my knee, holding down a full-time job, commuting and coping with a bathroom renovation in a one-bathroom house. I’m not saying that this is amazing by any stretch – thousands run marathons each year and many do so with far more obstacles in their life – but frankly it is because my life is so ordinary, so middle-class, so typical that I thought I could share a few tips. It’s not arrogant to think that at some point friends and colleagues might attempt the same and might come to me for some help (as I did with others) so this is pre-emptive:

Start with a running base. I started a 16 week plan that already required the first Sunday run was about 30-40 minutes and even with slow progression in volume it built to an hour+ quite quickly. If you can’t yet run non-stop for 40 minutes or run for 30 minutes 3-4 times a week then that’s your first port of call before you start marathon training. So, if you’re doing London in 2012 then perhaps building your running base through November and December would be wise.

Budget-for and find a good sports rehab specialist. Plenty of places offer ‘physio’ and plenty offer ‘massage’. Look for a local person that understands your work obligations and – importantly – understands running. I’ve had 4 or so sessions of deep-tissue massage both preventative and curative at a cost of about £50 each time. Consider it a monthly cost for an otherwise stupidly cheap activity. Even if you don’t feel sore then have one anyway.

Listen to Marathon Talk. Honestly, as much as I read Sam’s book cover-to-cover, the weekly delivery of fresh news, genuine trials and tribulations of fellow runners and the sense of community that they build is inspiring. It reminds you on a run why you run. It’s a podcast but that doesn’t mean you need to own an iPod, see the Marathon Talk site for full details.

Run your long runs s..l..o..w..l..y, or at least easily. This was something I really struggled with. A siginificant reason for this was my obsession with logging each run on Nike+ & Runkeeper. By sharing the data on Facebook/Twitter it meant that I was reluctant to show slow times. This was stupid. Running 2-3 hours at close to marathon pace each week puts a lot of strain on your body for little gain. I got plenty of niggles in my calves, achilles and knees – so much so that I regularly missed my Monday runs in the middle parts of my training. Psychologically the feeling of extreme fatigue after those runs makes you fear them more too. If I’d treated them as easy sessions and run them at the 5’30″+ pace I should have done I’d have covered less miles on those sessions but more miles overall and progressively I would have seen more than the 400 metre improvement between my 11-week and 13-week 3hr runs. I ran my long runs alone or ahead of my wife but next time I would run with friends and talk along the way to keep the pace easy.

Sam’s training for beginners urges you to run to time in your long runs. That is, run for 3 hours rather than shoot for 21 miles. This was fine for me up until the final few weeks when I started to realise that three hours was not getting me (even at the faster pace) close to the 22 miles I really believe I should have covered on my longest of long runs. Her ‘experienced’ training programs do cover miles, I guess it’s fair to say that after 13 weeks I just didn’t feel like a beginner any more (and to some extent I never was).

It could be that post-event I find even more things that I’d like to talk about but I’m not going to promise an update, I’ll just leave this here nicely archived to link-to when someone asks me about it in future.

So, as the build-up continues, how about those of us running get all excited by the BBC’s wonderful opening title film to this year’s event.

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