Tim Andren - At the corner of Innovation and Marketing - Powered by Guideas

Remix Session with Mani Iyer of Kwanzoo

Welcome to "The Remix Session," a soon to be regular feature for my blog, where I will give you access to my discussions with entrepreneurs, CEOs, designers, artists - people who I came across in my travels who have great vision and are doing innovative and inspiring work.

Let's kick of the Remix Session with a discussion I had with Mani Iyer, CEO of Kwanzoo.

Kwanzoo offers rich, engaging content for today's connected online user.

The Kwanzoo service allows marketers to quickly build interactive quizzes and polls and serve them on their website landing pages, blog, facebook fan pages and affiliate sites to engage users, trigger social sharing and turn them into customers.

The company is in private beta. Currently, about 1500 companies and agencies are testing the service.

Kwanzoo Presentation At Leadscon Las Vegas 2010

Tim Andren: Tell me about Kwanzoo. It's such a unique name, I know there's got to be a story behind it.

Mani Iyer: Well if you've seen the film 'Jerry Maguire,' Cuba Gooding Jr.'s concept of 'Kwan' (love, respect, community, and money) was the inspiration. We did a play on that word and came up with Kwanzoo.


Andren: I love Jerry Maguire and just about anything Cameron Crowe creates. Any movie that involves sports that I also get credit for on date night is a bonus! So how did you guys get started?

Iyer: When we first started, we were really focusing on building a site around trivia games and quizzes. Kwanzoo started out as a consumer site, then this whole world of widgets happened. We started widgetizing everything that we had in terms of our features, functions and capabilities.

Then we hit on the idea that what consumers want is really interactivity. They want rich, interactive content. They don't want blatant advertising - banner ads and display ads, most people are tuned out from them. What people really want to interact with is interesting, engaging content.


Andren: My mom was a huge John Lennon fan I find that his famous quote applies to many aspects of startups: "Life is what happens to you while you're making other plans." You're hitting on something so important in business, the idea of listening to your customer base and adapting your offering for them. Your product is B2B though, how did you structure your model for this?

Iyer: We just kept on evolving and came to the idea that 'Why not build an online service, where you make it really easy for marketers to create engaging, interactive content and they can then make it available to their users.' The users share the content back with their friends on social networks and the marketer's brand goes along with it.


Andren: You're weaving the offering into the preferred style of interaction. So many businesses waste their money with static banner ads when websites these days are so interactive with video, social and other dynamic options.

Iyer: Right, this is an indirect, subtle way of advertising - as opposed to a kind of an 'in your face,' blatant manner, which has been an issue with traditional display advertising.


Andren: I couldn't agree with you more. Having found that, the end client of today has graduated away from static websites and they're a lot more comfortable with the idea of banner advertising and opt-in e-mails. When I say 'comfortable', I guess, what I mean is that it's no longer relevant. It's the stuff that gets ignored with our selective vision.

The same goes for opt-in e-mails, I mean, I just know personally that I recognize them immediately and ignore them, like poisonous berries or something. Like you said with banner ads, that's the noise...that's the area online that I want to avoid when I'm searching for the information I want or engaging with the people I want to connect with.


Andren: How does customization play into this product of yours?

Iyer: Right now we support the first interactive ad unit called Quiz App. Your ads are so called 'personality quizzes' where essentially the user is profiling themselves. At the end of a series of questions, the quizzes are designed in a way that you can present a relevant offer to the user.

For example in distance education, 'what online degree is best for you?' The result of the quiz will point a user to a specific program.


Andren: I do a lot of marketing work in education. I've seen how this career advice tool works, only in the past it had to be programmed with Flash or something.

How did you know that you were going in the right direction with this new approach for Kwanzoo?

Iyer: We watched the evolution of Twitter, Facebook and Linkedin. The adoption was growing, but what we saw was missing in the marketplace was an easy way for small or large businesses to reach into that new audience. We found a gap in the marketplace for these interactive content units and ad units that marketers could create and embed on their own website that would direct their internal customers.

If they have an e-mail list of several thousand customers, now they send out a Quiz of the Week or Poll of the Week which is embedded on their website or blog post. We ran a series of tests last year and saw that these interactive ads, quizzes, polls, and such tend to draw pretty high engagement anywhere from 0.3 to 0.5% relative to standard banner ads which are .03 to .04%. Kwanzoo has seen from as high as 0.7 to even 1%.

Really, it's less about pushing the message and more about finding out what the user is interested in.


Andren: That's what interested me the most when I knew we were going to have this conversation, was hearing you speak about trust. The survey that you spoke to about peer recommendations versus standard advertising. Could you speak a bit more about that?

Iyer: Yes. In fact that is our core premise is that people online want rich, engaging, interactive content. They also want to know who the source is, which is why the idea of being branded is pretty important. So I know that this content comes from this business that I know about.

If I am then willing to share with my friends, the peer recommendation is much more powerful. The idea is that I do spend time reading my Facebook or Twitter feeds. If I see a Facebook update from a friend that talks about "I tried this (x) on this website..." and then recommends it to me, it's trustworthy.

Tim Andren is the founder of Guideas, Inc. an innovation and marketing company.

If I owned Facebook I would...

 

If I had the ability to switch desks with Mark Zuckerberg for a day, I'd probably take the day off and fly around in a corporate jet, sell all of my positions in Facebook and buy an island somewhere.

On a more realistic note, if I was tasked with developing productive solutions for Facebook, the company, I would probably sit down and seriously examine one study:

ARTICLE: Facebook directs more online users than Google [SFGate] states:

"...15 percent of traffic to major Web portals like Yahoo, MSN and AOL came from Facebook and MySpace. The lion's share of that traffic, 13 percent came from Facebook."

"...Google accounted for 21.3 percent of referrals to sites catering to movie fans, but Facebook was second with 12.4 percent."

I'd then have a huge smile on my face as I called a meeting to announce my new easy-to-implement idea for our existing audience. This idea won't be about forcing users to do anything they don't already do, it will merely be focused on how people naturally behave when they exit the cozy confines of Facebook. Real-time social search.

The Twitter effect

In order to better explain, let's examine a competitor - Twitter. Countless times over the past 18 months I've wondered why Twitter hasn't taken advantage of the mindshare of their brand before someone else comes along and does it. Everyone knows they're working on a business model (or that's what we're told) and I've been wondering if, when they ever roll it out, they might be too late to the party.

Twitter has a relatively strong brand right now and it wouldn't take much (all non-programmers talk like this) effort to monetize their search results. Real-time social search is the future of online search and is already a major reason why so many people use Twitter right now.

As a user, if I want to know what I want to know, when I want to know it, I go to Twitter. I may have to filter the noise a bit, but if an earthquake or my beloved Seattle Mariner off-season player news needs to be had, chances are it'll be on Twitter before it's hit any major media outlet.

Now, a handful of context-relative text ads embedded in the sidebar of a search result would be accepted. Also, a text tweet ad embedded in the stream would be accepted too. Why they haven't done this yet is beyond me.

Conclusion

At Facebook, the outbound traffic I refer to in the above study quite often will be heading to a search engine and has gone from social mode (interaction) to hunt 'n peck mode (info gathering) so what do we need to create? A ubiquitous search box that saves them a step and monetizes the process using much the same methods that made Google, well, Google! 

In addition to this, user behavior such as link-sharing, citizen journalism, blog entries and general chatter can all be accessed to create crowdsourced content. This is a 'wave of the future' idea either, just look at Twitter Search. Facebook could be up and running with a project like this very quickly too.

Easier said than done? Maybe. But if even a small portion of the outbound traffic could be channeled into a Facebook search engine with a value-add that produces real-time results it would be a windfall for the company. 

An innovative investment that makes a lot of sense. No round pegs and square holes here considering the audience already exists and more importantly, the behavior does too.

Why innovation? It's time to get creative. (Part 2 of 5)

This series of posts will detail why innovation continues to be the most important aspect of business growth, especially in today’s flat business world.

The advent of the internet and the freedom with which information travels today has leveled the business playing field, therefore it must be understood that creativity and innovation have become increasingly valuable for future business growth.

Innovation is the evolution of business. Why? Because the applied process of bringing an idea to it’s fruition is not only good for business, it’s almost a built-in requirement of human life itself.

Oversaturation 
Since the delivery of content in the post-information age is now at a virtual saturation point where do we go from here?  This saturation point can easily be recognized when society has nearly fully adopted something to a degree where it’s virtually unnoticed - think: electricity.

Many would argue that we have all of the information that we need - too much in fact. The difference-maker for so many businesses used to be the speed at which the information could be transferred. Media outlets around the world who had the best tools available to them created a billion dollar industry just on being able to deliver the goods with lightning speed and accuracy.

The Shift
In Part 1 of this blog series, we spoke about the shift towards an economy of attention. There are two aspects to this shift which allow for it to take place.

The first aspect is the filter. Filters are a very handy category of tools because they simplify our mental processes. The companies that provide this type of service and the industries that allow for reliable information filtering will win here. A good example of this is a search engine’s ability to deliver local, geolocation-based, realtime search results. Bet on Google, again.

The second aspect to this is more about how the information is delivered versus what it is composed of. This is the game-changer folks. You’ve heard the saying ‘the medium is the message’, which couldn’t be more applicable to today’s age. 

Rule changes
Look at a few current offerings in Apple’s iPad and FourSquare you will find an innovative delivery mechanism designed specifically for how people both consume and share information with multiple levels of potential revenue built in. 

Will you access books or printed materials the same way five years from now? Will you write notes or dictate them? Think back to the advent of the printing press or the calculator and you can see our input/output methods have evolved along similar paths.

Will the visual, hands-on aspect of tablet computing change the game? Probably. Will shared Yelping and FourSquare game interaction replace the phone book. They already have for a segment of the population. How long before full adoption?

Part 3 coming tomorrow.

ROI? Social media is a business dinner

Jason Falls wrote a powerful piece about the 'bottom line' approach that a client obviously wants to have using social media or any other marketing effort.

In a nutshell, he argues that:

"In the world of business, all that talk will get you exactly nowhere. Conversations do not ring the cash register. Engagement does not sell more product."

While his statements are absolutely valid we need to be sure that we don't throw out what drives social media in our pursuit of the almighty revenue. Can you make a sale without communicating to someone? It's not easy. Humans haven't changed much despite our ubercool techno tools. We want our creature comforts and most of those involve other people.

Why do the masses participate in social media? The large majority are Twittering and Facebook status freaks as a means of participating in discussion and interacting with their fellow beast. A statement I sometimes use in my presentations: 'humans doing what they do best.'

The reality is that social media business efforts must snap-in to the engine that makes the platform run in order to work with the human touchy-feely side of communication. The alternative smells like 'banner advertising' and thats certainly not going to work.

Let's do dinner!
Its possible to find a happy medium that allows for both relevant and valuable contributions mixed in with an agreement that 'we are gonna try to sell you too.' I accept that type of relationship because it's no different than going to dinner or drinks with a salesperson.

If I am interested in a person's lifestream or brand's communications and they continue to give me reason to trust them, they have every right in my mind to mix in some business. 

We watch TV or videos online and accept the commericals. We read newspapers and magazines and accept and even sometimes enjoy the ads. We accept advertising in many arenas of our lives from baseball stadiums to highways, even in areas we really probably don't want to have them...why should social media be any different?

Social media is a business dinner. The sales can be direct and accounted for, it just takes a carefully crafted pitch woven into a valid interaction to get you there.

The Great Left-brained ROI Mistake

If you think the word 'branding' is a bad word, especially with respect to ROI for social media, then it might be time to do some more research. 

I've had several conversations with marketing managers in the last few months who only focus on one specific thing, that being the bottom line of a marketing 'campaign.' Many won't allow the notion of branding into their strategy mainly due to "the economy" and "who can measure a brand anyway?"

This type of thinking is archaic, especially with respect to the fundamental reasons why people make buying decisions to begin with. We have all the data in the world at our fingertips and yet far too often we allow analytical people and their tunnel vision processes to manage the lifeblood of our businesses. 

Marketing works
Marketing works. It does. No matter how many people tell you it doesn't affect them, the fact of the matter is any trip to the mall will give you all the evidence you need. Guys wearing Nike or Hurley logos from head to toe or women adorning rhinestone Bebe tees and luxury brand purses are a dime a dozen whereever I go. Heck, the economic free-for-all we witnessed just a few years ago was powered by a cocktail of consumption that all began with marketing efforts to the 'buy things you don't need' crowd.

Marketing is necessary for all businesses to thrive and provide the jobs we all need. There is a longtail of products and services out there because companies have actually responded to people's preferences for 250 different types of cereal. Give them what they need is a fair approach, but if it's delivered with an industrial business mindset in this day and age it has a poor chance of working effectively. 

Since the marketplace has changed so drastically due to technology and social platforms are a product of that change why would any business not seriously restructure how they communicate to those people??

Change now
America's corporate ingenuity is at an all-time low due in part to the fat and happy crowd who have made their money with these calculative methods. It works for a select few and credit should be given where it is due, but what we've all witnessed in the continuing slow death of media conglomerates is just one example of where many business markets will be if they don't change - and change soon.

Contrary to popular opinion ROI metrics do exist and are getting better every day. Of course, its important, but don't buy into the notion that it will drive this crowd-powered movement.

Can you weave ROI friendly messaging with brand strategy to satisfy the two? It can be done.    

From the eConsultancy blog, some impactful data via Performics Marketing.

"About 30% admitted to learning about a product, service or brand on a social network site. About a third (27%) are receptive to receiving invitations for events, special offers or promotions from advertisers through the sites, and 25% said they have gone directly to an online retailer or ecommerce site after learning about a product or service on Facebook, Twitter or another social site."

The Zhu Zhu flu pandemic

A new pandemic
I've caught Zhu Zhu fever! Yes, in the era of swine flu I have found myself stricken with another malady named after a beast. This time it's a supercute hamster and it's got me all in a twist.

I originally heard about this pet toy a few months back and thought nothing of it, but lately I just can't seem to go anywhere without someone talking about how much they want a Zhu Zhu. From Tickle Me Elmo to department store trampling deaths I'd say this one's gonna be white hot come Christmas time. All the stars are aligning, especially when you consider the low-supply/high-demand commentary online and attractive recession-era price point.

Get prepared, because if you haven't already been overwhelmed with requests from your kids you'll probably begin to feel a primal urge throwing you into a frenzy and next thing you know you'll be burning the midnight oil just to get your hands on one of these creatures. I know I did.

As we've observed from many of our consumer trend cycles, this one's gonna be quick and dirty and before you know it you might see them going for $50 bucks a piece on eBay. Let's hope so. I just want to be a fly on the wall for the whole thing.

Social shopping?
This holiday season will see us continue to break new ground in the social internet. This article explains the phenomenon far better than I could.

One area it doesn't explore is the idea of group purchasing. The concept essentially involves a connected, coordinated crowd all with the same buying intentions. They get together and make a bulk purchase of, say, a refrigerator, and realize the (efficiency of scale) savings from doing so. That's an idea that could catch fire with the technology we have at our fingertips and the as the saying goes 'a recession is the mother of invention'... well, close enough.

Social media explained for career education

I've been doing some speaking presentations lately directed towards the career education market. I gave this presentation with my partner Sally Mikhail-Bemis at the CAPPS conference in Los Angeles and the MAPCS conference in Worcester, Massachusetts.

There's a good overview of social media for the beginner, a bit of history and social fundamentals and some specific examples about how it can be applied to the career education industry - or any other industry for that matter.

Tim Andren Social Media 102309

View more presentations from Tim Andren.

A debate with Ted Koppel about Iran and Twitter

It's undeniable how riveting the coverage has been about the Iranian election fallout over the past week. Images of violent unrest from Tehran are available just about everywhere we go in our connected world.

Where did you first hear about it? I'm willing to bet most of you didn't get the story eating your toast over the morning paper.

Social networks have begun to take on a whole new purpose in the past year as the big media channels are beginning to pay attention to the speed and efficiency of the crowd when it comes to news distribution.

Can social media channels like Twitter be an instrument of journalism?

I had an opportunity to discuss the role social media plays with news icon Ted Koppel to look for the answer.

Ted Koppel
I was out in Orlando at the CCA conference all of last week. I had the good fortune to attend the Awards Brunch where Ted Koppel gave the conference keynote address.

Mr. Koppel lit up the room with a very powerful speech regarding the state of the nation and the recent changes we've seen in media in the past several years. Fortunately, I began recording the speech from my iPhone (using the Recorder application) so you can hear some of his thoughts regarding social media, especially Twitter.

Safely put, Mr. Koppel is not a fan of Twitter. My sense is that he is not fully informed about what's beneath the surface of "totally useless, irrelevant information" as he put it. He also spoke about the older method of news distribution he favors which allows for a three day process of script to final release.

My question for discussion to Mr. Koppel was about the opportunities of crowd-powered media and how it could continue to develop into a resource for journalism. I knew that my disagreement with him regarding Twitter wasn't going to be very popular, which made for a bit of laughter.

Give it to me raw
Mr. Koppel responding by questioning the source of the information that flows on Twitter. For all of us, trust is always an issue whether you get your news from your neighbor or CNN. I agree that careful consideration must be taken when it comes to journalism and it's sources, but I'm not willing to throw out the role of the common person at the scene of the story. I know that I'm not alone in feeling that big media grew too big, and in some cases, became too connected to government and/or corporations' interests to play a completely independent role.

The grainy images that come through a cellphone video capture tell a sober story with no dilution or news slant. The messages are not always slickly produced or delivered from a good-looking anchor, but who decided that's how news should be provided anyway?

On the other hand, news shouldn't be a free-for-all either, there must be a balance between delivering a timely, relevant story or happening and not overproducing it. Most importantly, we don't want to end up with is a situation where a reporter's bias can effect the viewer or listener as in the case of Peter Jennings.

In 1986 Brian Mullen, a professor at Syracuse University conducted a study that concluded that Jennings, then ABC anchor, "exhibited a facial expression bias in favor of [Ronald] Reagan" and the Republican party upon review of videotapes leading up to both the 1984 and 1988 Presidential Elections. It wasn't the story that showed the bias, it was Jennings' facial expressions. These subconscious signals of communication often do more to influence the viewer or listener than the story itself.

We are the world
In the case of the Iranian election, government has begun to crack down on journalists. Without an informer providing updates on what's happening between both sides, where does that leave us? If it weren't for the people on the ground sending images, videos and opinions about the violence and unrest the world would be none the wiser - and that is scary.

At some point all big media channels will have to take a serious look at how social media channels can plug into their news model. Many stations such as CNN already have a connection to the crowd and anyone who is aware of the story in Iran must admit, in this case the common man or woman in Tehran, cellphone in hand, is their beat reporter.

Today's internet has graduated beyond mere static web pages complete with RSS news feeds, media sharing and social network platforms that allow us to not only participate in discussion but to contribute to the flow of media and the daily happenings we call 'news.' Businesses large and small are now media creators. Anyone with a laptop or iPhone can become as important as the largest corporate or political news interest story. Google has been called the 'great equalizer,' but the true owner to the title is the connected crowd.

Our role in the distribution process happens while we're often not conscious of it. In the past we would go to, for instance, CNN, Yahoo or Google News to get the latest news from around the globe. Those platforms are alive and well today, but they must make room for the major player called the connected web. Our distribution channel lacks the polish of a shiny logo or brand, but we pack a punch when it comes to what news really should be - the unbiased transfer of current events from one source to another.

Microblogging platforms such as Twitter get a bad reputation for people's tendency to share vapid, meaningless information, but there is just as much of that 'useless, irrelevant information' floating out of the glimmering news sets of all of the big media channels. The discussion of topics as useful as Paris Hilton's dog or OctoMom's shopping trip litter the airwaves, so it's an even split from that angle.

The distribution cycle of video-enabled smartphones and lightning-quick laptops connecting users to each other begins with a polished ad usually depicting a stress-free, utopian business world or family at the park. In Tehran, these tools are being used to display the violence and chaos in a world far from the dreamscape images used to sell them.

A massive crowd of people, empowered with these same tools, is spread out all over the globe as you read this. These people are more nimble than any journalist team could ever be because they can mobilize at a given moment, without corporate motives, no matter what the situation. We're still in the ugly duckling stage of social media as a news entity. There must be a system in place to check the facts and validate the source and/or their story. This will be a reality sooner than you think.

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Does your business have strong contact points?

I've got news for you...

• Your receptionist is more important than a manager.
• Your customer service contacts are actually sales people.
• Your contact points are the most often the weakest links in your company.

Oh, and if you're feeling smug because you don't have a front desk person or offer any customer support, well the news is your FAQ page will probably have to be a mile long and still doesn't answer your customers' concerns. Understand this...questions are really concerns.

Does your business have strong contact points?

Any of the above are job titles that are what I call 'contact points.' A contact point is any person or resource that allows the customer to be in touch with your company.

Your business contact points are the lifeline to your company. When an astronaut tethers themself to the space shuttle, don't you think they quadruple-check that line to ensure that it's safe and secure? As your business floats in space it's critical to have a strong, reliable line out towards your customer who is the only source to get you where you need to go.

Perception is reality
Businesses spend billions of dollars every year on their image. Branding and advertising are enormous industries for a reason - businesses understand the importance of how they're perceived.

Given that, why do so many businesses have terrible contact points outside of sales? This matter makes no sense to me. When I'm asked to help a business develop their brand, one of the first steps I take is to look at their contact points. I'll conduct a series of tests to see how a customer is treated before and after a sale. Remember, a return sale is a thousand times easier to make than a new one!

Deep roots
Brands are deeply rooted in people's brains much like memories are. Brand associations are made considering many different variables in the customer's mind, almost all of them emotional in nature.

Which is more important, a logo or a person-to-person interaction? The answer is they're both important, but like I said earlier, businesses are spending an incredible amount of money on branding and advertising and paying their customer service workers relative pennies. Low paying jobs attract poor-performing workers who usually don't take the position seriously and/or aren't educated in the life skills required to keep your clients as happy as when they first encountered your polished brand.

Points of pain
Each business has a number of contact points that are available to their customer. Each contact point is uniquely important to the brand and if one is overlooked, it can a huge detriment to the company.

How does a rude receptionist change your feelings about the meeting you're about to have? It sours your grapes right away doesn't it? When you can't get through to your company or you receive poor 'call center scripted' service after a 78-minute hold time, how quickly is it before you consider going another route? A matter of seconds.

Your business-customer relationship is only as strong as your weakest link - your contact points.

What contact points does your company have? What are some good/bad examples you've experienced as a customer?

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Visualizing your business strategy

I love going to my office not only because I enjoy working in marketing, but my favorite toy lives there - my whiteboard.

My whiteboard and I go way back. We've buzzed with enthusiasm over the creation of hundreds of new ideas, and powered through strategic development for many hours together. The core of our relationship represents a crucial element to any marketing or business decision - visualization.

It all starts here
When you visualize something you've already begun the creation of it. Whether you want to acquire something or create it, it all begins in the mind. That dinner you might have cooked the other night began it's life in the beautiful engine behind your eyes. You could probably already taste that delicious, spicy pasta or honey-glazed chicken before you walked into the kitchen by visualizing it first. My salivary glands are kicking in as I type. Funny isn't it?

Our minds allow us to see an idea fully assembled before it's been created in real life. The inventor, Olympic athlete, or the kid who wants to grow up to be a fireman all have the first step complete in the idea process when they decide what their goal is.

Begin with the end in mind
My first rule for all of my business and marketing projects is to 'begin with the end in mind.' This is where the whiteboard comes in. When I moved into my office I did so with a clear goal of having maximum whiteboard space to outline projects for my clients. My board becomes a daily Jackson Pollock painting of business strategy, website development and marketing processes.

Idea creation requires visualization for many reasons, the most essential of which comes in the form of a roadmap or strategic board which serves to simplify the many complex facets of business today. When your project or business model is drawn out it's easier to see it's Strengths, Weaknesses, Opportunities and Threats [S.W.O.T.]

Visualization techniques allow for big picture clarity that otherwise couldn't be reached by the mind or interchange of conversation and basic note-taking alone. There are many stories from business folk of great ideas worked out on cocktail napkins, because the idea popped up out of nowhere and needed to be worked through.

Can't you see it?
Finally, many in the marketing or creative industries are often gifted and/or well-practiced in their mind's eye and make the assumption that their clients are too. It's easy for a creative to see how the project would look, but not the client - they spend the majority of their time being experts at their chosen craft instead.

Visualization in a client meeting is a great way to bridge this gap and will make the entire project process much easier. I often draw out an idea as I'm explaining it because it helps both parties see what's vivid to me in my head.

I just recently discovered MindNode - a great mindmapping tool, which I've been using to great effect as a supplement to the whiteboard and great for branching the idea tree during business travel.

What tools do you use for visualization?

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