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I hadn’t planned to live tweet the first presidential debate between President Barack Obama and Governor Mitt Romney. As with many things Twitter and TV event-related, however, I couldn’t help myself. As a result, I live tweeted snark and observations about the trappings of the presidential debate.

Here are some thoughts about the evening’s festivities:

Somebody Didn’t Get a Nap

President Obama seemed off his game all night (and his grumpy face didn’t help), even stumbling into his closing comments. It was as if taking away a crowd reacting positively (and a teleprompter) made him a less compelling speaker than one would expect. Not having a positive and effusive crowd seemed more familiar ground for Romney.

Romney did keep telling stories early on about specific individuals he or his wife had met who wanted help. Before the debate was over, someone had already leaked the Romney debate story structure. You can’t get anything past the Internet, clearly.

It was an interesting TV juxtaposition with Romney on the left and Obama on the right. I’m not sure if that was that one of the things they drew for beforehand, or it was someone’s inside joke. Either way, with the higher altitude & thinner air in Denver, those two should have been able to drop kick each other 10 yards further than normal, but neither seemed up to the task. Clearly there was way too much smiling, handshaking, and arm patting between themselves and their families for it to get too down and dirty in the debate.

You Only Have 5 Seconds

Timing and sticking to the rules was a problem all night.

Part of it was the candidates. Both Obama and Romney treated the debate time limits just like they treat our tax dollars: no matter what anybody says, they act as if there’s always more to be used up. It really came down to the first rule of Presidential Debate Club, which is “You do not QUIT talking during Presidential Debate Club.”

The other part (and maybe most) of the timing and debate control problem was on the shoulders of moderator, Jim Lehrer. Lehrer, who suffers from a pre-existing condition (an inability to control a conversation between two big egos), was represented by grunts and stammering in his attempt to control the debate. While letting the candidates go created more opportunity for some snarky comments (both within the debate and on Twitter), he was completely at a loss to control the conversation.

Listening to Jim Lehrer talk, I kept waiting for the Jim Lehrer mask to be ripped off his face to reveal Ross Perot as a surprise moderator. It got so bad at one point, a rumor was circulating (and by “circulating,” I mean “I tweeted”) that Jim Lehrer had been doing a stint as a temporary NFL ref until last weekend given how little he seemed to understand about two-minute warnings.

Clearly, we needed a person standing next to each candidate to bonk them on the head when they went long or spoke out of turn.

The Twitter Crowd

Not surprisingly, the Obama campaign had a promoted tweet on the #Debate hashtag, but I was surprised it also showed up on the #DebateEXP hashtag. I had started using #DebateEXP for live tweets even though Mr. EXP, Jim Joseph, elected to skip live tweeting the debate. Since Obama had bought #DebateEXP, I also checked #Snoozefest for a promoted Obama tweet, but there wasn’t one, much to my disappointment.

When it came to other folks tweeting, there were a number of memorable laughs, including:

• From Tim Dreyer ‏@Timbotown early in the debate: “If you are playing the Debate drinking game, you’re already drunk. Welcome wastoid,” and “They should have the podiums slowly move towards each other so they end up touching 5 minutes before the end.”
• From Ramsey Moshen @rm: “At what point will they address how to fix the iOS Maps issue? ”
• From @CarriBugbee: “How many swigs do you have to take when St. Reagan is invoked in the #debate drinking game?”
• From Cheryl Harrison ‏@CherylHarrison: “DRINK EVERYTIME EITHER CANDIDATE SMIRKS. You are drunk. #debate  #debates #debate2012 #morehashtags #HiMom”

Rope-a-Dope

Ultimately, the debate reminded me of a late career Muhammad Ali fight: it was all rope-a-dope, went 15 rounds, and didn’t result in a knock-out for either presidential candidate. – Mike Brown

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Mike Brown

Founder of The Brainzooming Group, and a huge fan of strategy, creativity, and innovation. Mike is a frequent speaker on innovation, strategic thinking, and social media.

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In some business circles, it isn’t hard to pass off research results from focus groups as “substantial,” IF you know how to present them.

7 Ways to Lie with Focus Groups

Here are 7 fundamental lessons to lie with your focus group results when you present them:

1. Make Little Things Big

When you have very few responses because you conducted focus groups to save money when you really needed quantitative analysis, put only one quote – in very big type – on each page of your report. Doing this makes a single statement from one person in the focus groups look like a movement.

2. Throw Some Numbers Around

Don’t let talking to only twenty-nine people in a few focus groups stand in the way of reporting quantitative research results. If ten people in your focus groups responded the same way, that means more than a third of the people you talked to share that perspective. Don’t hesitate to call it “34.5%” in the report. You worked hard for that number; you earned that number.

3. You Have to Have a Model

When you don’t have many insights, develop a very complex diagram and call it your “strategic model.” Shrink your strategic model to such a small size to fit on a page that it becomes illegible. This will minimize nearly any ability your audience has to ask (and your need to respond to) strategic questions about your complex diagram.

4. Make Details Small

Extend the illegible size strategy to any explanatory text. Other than the humongous quotes, make any other words a 6-point size so the explanatory text, along with your strategic model, are all illegible.

5. Consider Pictures to Be Worth a Thousand Words

Stock photos are underrated as rich sources of research insights. Make sure you use stock photos liberally (on the title page, to introduce new sections, to take the place of data) and in a large format to occupy space. Stock photos substitute for one thousand words of meaningful research results you weren’t able to deliver because you did the wrong type of research.

6. Symbolize the Results

When the conclusions you have derived from the research aren’t particularly meaningful, attach symbols to them in your report. The symbols make it seem as if your conclusions are so substantial they warranted the time investment to create a customized symbol for each one.

7. Don’t Show Everything or Say How Much “Everything” Is

Make repeated references to a boatload of material from the focus groups you didn’t include in the final report. It will make everyone feel good to believe there’s something more to the research without having to actually read anything with more detail.

I’m Kidding

Yes, I’m kidding about doing these things.

Don’t do them.

But don’t be surprised when you’re presented a research report that DOES do them. Some “researchers” lie with charts (affiliate link), but they also lie with pictures, fonts, and words as well. Be on the lookout, and start asking questions, even if what’s on the page is so small you can hardly read it. - Mike Brown

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The Brainzooming Group helps make smart organizations more successful by rapidly expanding their strategic options and creating innovative plans they can efficiently implement. Email us at info@brainzooming.com or call us at 816-509-5320 to learn how we can help you enhance your strategy and implementation efforts.

      (Affiliate Link)

Mike Brown

Founder of The Brainzooming Group, and a huge fan of strategy, creativity, and innovation. Mike is a frequent speaker on innovation, strategic thinking, and social media.

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Today’s post from return guest blogger Alyssa Murfey, Marketing Account Manager & Social Media Strategist  at emfluence, is a great reminder about the importance of starting any communication efforts thinking about your audience and not just what they will think about your message, but even how they will receive and interact with your message: 

When it comes to the adaptation of technology, many seem quick to dismiss older generations. They say, “They are set in their ways. They’ll never change.” But what if older generations got a taste, even a small one, of how technology eases life…and they liked it?

Retired persons have a lot more time on their hands to explore and adapt to new technology, even if it takes a little longer than younger generations. Mobile phones are no exception. According to a Pew Research Center May 2012 survey, 83% of US adults have a cell phone of some kind, and 42% of them own a smartphone. The smartphone is in many hands, and it’s not just the young ones:

• 15% of people aged 55 and older are using a smart phone (Nielsen)
• The fastest growing demographic for texters is 45-64 (Com.score)

While Baby Boomers move toward retirement, we will see this trend continue as this demographic has more time to explore technology that makes life easier or more enjoyable. Also, since they will be the last adapters to the next wave of technology, marketers should focus on capturing the attention of Baby Boomers in SMS campaigns now with the expectation of future campaign success. Take Baby Boomers into account when crafting your mobile campaigns. Here are some tips that apply to making any mobile campaign accessible, but are extremely important for the older demographic:

• Step by step instructions with graphics to help them through the process
• If you are comfortable with it, a provide a support number to call to talk to a real person
• Large icons, type and pictures for creative on mobile apps
• Make keywords simple in text campaigns, avoiding spaces and hard to spell words (i.e. Instead of asking people to text your brand’s full campaign slogan, make it simple:  Text “Burger” to 72727)
• Secure variations on your text phrase to account for errors (i.e., If your keyword is “Summer Fun”, also secure keywords for “Sumer Fun” and “SummerFun”)
• Segment your Baby Boomer contacts and target specific promotions to them (Early Bird Specials, Buy One Get One)

Baby boomers who have sampled bits of technology here and there while in the work force will now be retiring. They will have more time on their hands to explore gadgets and will be more apt to participate in mobile campaigns and interact with mobile applications. Marketers should be thinking about what apps they can build to make the Baby Boomer life easier and what mobile campaigns will catch this demographics’ eye.  -Alyssa Murfey 

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If you’re struggling with determining ROI and evaluating its impacts, download “6 Social Media Metrics You Must Track” today!  This article provides a concise, strategic view of the numbers and stories that matter in shaping, implementing, and evaluating your strategy. You’ll learn lessons about when to address measurement strategy, identifying overlooked ROI opportunities, and creating a 6-metric dashboard. Download Your Free Copy of “6 Social Media Metrics You Must Track!”

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The last few weeks, I’ve been watching a number of on-demand HBO documentaries. Each one has yielded helpful business, creativity, or life lessons.

One of the documentaries was called “His Way.” It’s a profile on uber-celebrity manager, promoter, and filmmaker, Jerry Weintraub. While it’s clear Weintraub has some worldviews and practices that are morally questionable,
I marveled at his story of approaching Col. Tom Parker, Elvis Presley’s manager, to try to get Parker to let Weintraub “present” Elvis Presley on a nationwide concert tour back in the day. Weintraub called Parker. Col. Tom Parker listened to the idea and told Weintraub, “Thanks, but no thanks.”

To hear Jerry Weintraub tell the story, he proceeded to call Colonel Tom Parker every day for the next year to pitch the same nationwide concert tour idea. Each day, Parker said, “No.” That was until the day he told Weintraub to fly to Las Vegas with a million dollars to strike a deal.

Keep Calling a Prospect when They’re Saying “No”

Now, there is no way I would EVER think to call someone daily after they had rejected a business proposal. Maybe I’d check back in at some point in the future, but I can’t imagine making a daily call just to hear a prospect tell you, “No.”

But it obviously worked for Weintraub, maybe in part, due to the impact he could create through trying to talk to Col. Tom daily. Jerry Weintraub’s daily call allowed him to:

1. Demonstrate his persistence and tenacity (which would be valuable if they were to do business together)

2. Reveal snippets of his character, personality, knowledge, and expertise (all elements of building a solid relationship)

3. Share and reinforce the concept he was pitching, piece-by-piece (bringing the Colonel into understanding and accepting his concept for promoting Elvis Presley on a nationwide concert tour)

4. Build surprise – even through repetition (Parker had to be going through waves of wondering when Weintraub would continue calling, and then still be surprised when he did)

What Would You Do?

I’m not sure I’m ready to start calling the blog reader who requested a social media strategy proposal last summer and then wouldn’t respond. But I just might. Maybe I’ll declare a “Calling from out of the Blue Day.”

Who knows where a million dollar deal will come from? - Mike Brown

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If you’re struggling with determining ROI and evaluating its impacts,  download “6 Social Media Metrics You Must Track” today!  This article provides a concise, strategic view of the numbers and stories that matter in shaping, implementing, and evaluating your strategy. You’ll learn lessons about when to address measurement strategy, identifying overlooked ROI opportunities, and creating a 6-metric dashboard. Download Your Free Copy of “6 Social Media Metrics You Must Track!”

Mike Brown

Founder of The Brainzooming Group, and a huge fan of strategy, creativity, and innovation. Mike is a frequent speaker on innovation, strategic thinking, and social media.

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One advantage (and also potential downfall) of social media for freelance and small business people is the opportunity to jump in and get started blogging with less forethought because its costs (both real and opportunity) CAN largely be incurred as-you-go versus before you start blogging.

Blogging and Traditional Marketing Communications Tactics Are Different

There is a contrast between blogging and most traditional marketing communications tactics where significant creative, production, and media costs HAVE TO be incurred before starting, often making small scale efforts or experiments cost prohibitive.

This fundamental difference of social media versus traditional marketing communications is vital for freelance and small business people to remember when considering blogging. It is easy to apply the same hurdles you would use before starting a traditional marketing communications effort when it comes to blogs. Instead, there is an entirely different set of rules for blogs.

When It Comes to Social Media, Give Yourself Permission to . . .

It is vital for freelance and small business people to give themselves permission to:

• Tell your version of whatever your story is; that is the story you are the most expert at sharing.
• Reach out to other bloggers and ask questions about blogging; that is how you will short cut the hard knock lessons of blogging.
• Not fully develop the case for your point of view; that is what future blogs are for.
• Experiment with varied writing approaches; that is the only way you will learn what writing approach works for you.
• Not elaborate on every proof point you can imagine; that is where reader comments come in.
• Not perfect the prose of every post; that is what editing and republishing a blog post is for.
• Not redo a blog post until you think it is perfect for your audience; that is when what your audience thinks is most important.
• Write a post that falls flat; you are not writing Huckleberry Finn.
• Start telling people about your blogs in every way possible; that’s the start of building an audience.
• Begin publishing posts; that is what blogs are for.

Have you hesitated to get started blogging?

If you have a freelance or small business, have you hesitated to get started with blogging until it is just right? If that’s the case, how are you wrestling with these (or other) social media permissions?

So how about it, small business people – are you ready to cut yourself a break now and get started with your blog?- Mike Brown

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If you’re struggling with determining social media ROI and evaluating its impacts, download “6 Social Media Metrics You Must Track” today!  This article provides a concise, strategic view of the numbers and stories that matter in shaping, implementing, and evaluating your social media  strategy. You’ll learn lessons about when to address measurement strategy, identifying overlooked ROI opportunities, and creating a 6-metric dashboard. Download Your Free Copy of “6 Social Media Metrics You Must Track!”

Mike Brown

Founder of The Brainzooming Group, and a huge fan of strategy, creativity, and innovation. Mike is a frequent speaker on innovation, strategic thinking, and social media.

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Here are thoughts on the sports, the show, and the marketing for the 2012 London Olympics. Nothing exhaustive here, but a variety of thoughts from my Twitter, Facebook, and “still inside my head” feeds during the past two weeks of watching a good amount of the 2012 London Olympics.

The Sports

Don’t you wish you could assign a difficulty rating to your co-workers as they do to dives in the Summer Olympics? Then your performance review and compensation would be tied to how well you performed relative to the difficulty rating of your work team.

While it appeared early on Michael Phelps may have made a significant mistake in coming back to compete in one more Summer Olympics, it clearly was the right thing to do. And in the stuff great stories are made of, the his initial failure to medal followed by his record setting performance (and humility in doing so), turned Michael Phelps from a super human to a personality possessing the flaws we all have and attaining the success we all aspire to in our lives.

It doesn’t seem that the men’s decathlon gets nearly as much attention as it did when Bruce Jenner won the decathlon in 1976. Maybe that’s to try to save us from some horrific future version of whatever the Karadashians juggernaut might be like 35 years from now.

It’s fascinating NBC was reporting diving scores along with Twitter followers and YouTube views of the athletes. Maybe by 2016, live tweeting will be an Olympic sport.

The Thrill of Victory? Kerry Walsh Jennings and Misty May-Treanor winning their 3rd gold medal in beach volleyball.

The Agony of Defeat? Morgan Uceny falling to the ground in the 1500 m and beating the track in tears.

The Show

I am just not a fan of the Pageantry + Sports formula, whether it is the Olympics, the Super Bowl, or whatever. Having said that, the opening ceremony for London just seemed to be a mess, including even Paul McCartney turning in a disappointing performance. Maybe you simply had to have a UK perspective to get the whole thing. The closing ceremony was an equal, but different kind of mess. At least in Beijing, China was able to throw so many people at their opening ceremony it cut through all cultural barriers. Who needs subtlety when there is like a million people on the stadium floor?

With all the crap NBC took for tape delaying the Olympics, it would have been great for the network to have essentially a “director’s cut” approach to their evening 2012 London Olympics programming. NBC could have featured (on either a main channel or an adjacent one) deeper analysis, competitor interviews, and even meaningful social media perspectives that assumed knowledge of the outcome. Like the explanatory commentary and alternative takes on a movie DVD, the approach could have taken viewers deeper inside the competition than is possible with a live broadcast.

Was it just me or did anyone else think that most of the announcers at the 2012 London Olympics sounded like Dick Enberg or Verne Lundquist?

The Marketing

My favorite advertising song from the broadcast (at least one that prompted me to download it) was from Samsung, which featured “Smile Big” by Leftover Cuties (affiliate link). “Too Close” by Alex Clare (which is featured in the Microsoft Internet Explorer ads) still remain a favorite, but it has been for some time.

I don’t watch a lot of televised sports, primarily NASCAR races because I used to manage a corporate NASCAR sponsorship. One noticeable difference between NASCAR advertisers and Summer Olympics advertisers was the dearth of ED commercials in the 2012 London Olympics broadcast. ED commercials are all over NASCAR broadcasts. But then again, with all the hubbub over the US rowing team’s medal stand performance, ED meds clearly aren’t needed by the Summer Olympics crowd!

My favorite national advertisement was “The Ex” for Toyota Camry (although until I started writing this blog post, I couldn’t have told you who the ad was for, other than I knew it was a car company). While the Toyota Camry ad may not sit well with the mental health community, “The Ex” stood out for its entertainment value since it reminded me of a Kristin Wiig character from Saturday Night Live.

In Kansas City, Google Fiber took great advantage of the Olympics for building even more awareness of its introduction locally. On the other hand, the last few days of the Olympics were a little more pleasant with slightly fewer Missouri primary ads; it’s tough to decide which Missouri political ad I’ll miss more: Sarah Palin, the guy who missed 500 House votes (but not one House Party), or Lieutenant Governor candidate Peter Kinder who was called out in his opponent’s ad as being an unruly strip club patron. – Mike Brown

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Mike Brown

Founder of The Brainzooming Group, and a huge fan of strategy, creativity, and innovation. Mike is a frequent speaker on innovation, strategic thinking, and social media.

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What better place for adults to meet than LEGOLAND Discovery Center?

On Saturday morning, I met there with Chris Reaburn and his son Clarkson. Traveling through Kansas City for just one day, I suggested meeting at LEGOLAND Discovery Center so we could talk while Clarkson played.

Why this suggestion?

Because adults unaccompanied by kids (i.e., me) aren’t admitted to LEGOLAND other than one night a month. As a result, I haven’t been able to go there since its opening.

The idea was a great one, in theory, but too late to buy tickets online, we found ourselves in a 3-line deep queue of people during (according to the LEGOLAND website) a high demand period.  Arriving 15 minutes after opening didn’t help; I learned (secondhand) from someone in line the wait from where I was would be at least 60 minutes. And that would be just to get to the door to go inside and buy tickets.

I’m NOT good at waiting in lines, so I let Chris know if Clarkson wasn’t up for the wait we could leave without ME throwing a fit about not seeing LEGOLAND.

Clarkson was a great sport, however, during our hour wait outside. He amused himself with LEGO bricks from several bowls placed throughout the line. Clarkson and Chris also navigated several trips across lines of waiting families to get child-sized water cups from a centrally located water stand.

After making it inside to buy tickets, we faced another wait for elevators to the main floor. This extended pause involved a photo (bomb) opportunity for kids with life-sized LEGO characters. The elevator ride’s conclusion put us in the LEGO Factory – learning about how LEGOs are made, seeing the LEGO master builder workshop, and finding out how much we weigh in LEGO bricks (let’s just say more than 30,000).

After the LEGO Factory, we were in yet another line for a Kingdom Quest ride. At Clarkson’s request (or maybe it was a Chris decision), we skipped the ride to finally enter the main LEGOLAND Discovery Center attraction.

Managing Customer Expectations – 5 Lessons for Brands that Make Customers Wait

Before getting a chance to skip Kingdom Quest, Chris and I both commented how the LEGOLAND Discovery Center didn’t manage customer expectations even remotely as well as Disney does at its attractions. It was then we realized LEGOLAND HAD started managing time expectations once we got to the elevator room. That was way too late though – starting more than hour after we arrived on property. Admittedly, there were very few tantrums in line from kids. Yet LEGOLAND is missing opportunities to shape customer expectations and extend its brand experience more positively for one-third of our three hour visit.

If you’ve ever been to a Disney park, it is clear Disney is a master of managing time expectations to make time pass more quickly than you’d expect. From our weekend experience, LEGOLAND could learn a lot from Disney and other brands that manage time well. So not from a management science perspective (which frankly was NOT one of my favorite MBA classes), but from the experience of standing in too many lines in my life, here are five ideas LEGOLAND (or any other brand that queues up customers for a prolonged wait) should consider:

1. Start managing the brand experience as soon as you can / as soon as you need to start

As soon as customers start thinking they’re on your brand’s “property,” begin managing time expectations. LEGOLAND did this to some extent with online tickets promising shorter waits and the onsite LEGO brick bowls and water stand. But since the most readily available parking is across the street in a multi-level shopping center parking lot, it would be great to see more directional signage right away to identify the fastest route to LEGOLAND from the garage.

Tip: Start managing time expectations as close as you can to your brand’s Zero Moment of Truth.

2. Get people “inside” right away and create experiential variety

It was overcast and cooler given Kansas City’s summer, so our hour-long outdoor wait could have been much more brutal. In any event, the LEGOLAND Discovery Center is failing to bring people “inside” a more structured brand experience as soon as possible. This could happen by extending the waiting area’s physical environment (necessitating re-design / construction) or by creating more experiences and visual variety in line. LEGOLAND had one interactive TV near the outdoor line’s last leg, but little else to suggest anything visually about the brand. Our wait was brightened by talking with a friendly mom from St. Louis and watching all the interactions Clarkson generated through how cute and fun he is. This helped to pass the time, but had nothing to do with LEGOLAND.

Tip: Use a variety of brand elements (video, interaction, visuals, messaging, suspense, access to amenities) to get waiting people “inside” your brand early to create a positive brand experience.

3. Share “official” information from your brand

Don’t leave it to customers to share with each other what the waiting experience will be. Even worse, don’t allow customers to imagine for themselves what the waiting experience for your brand will represent for them. While LEGOLAND Discovery Center employees were moving around the crowd (with shirts advertising season passes – which get you into a preferred line), none seemed to be offering information on what was in store for our wait that day.

Tip: Provide cues to customers when they are in queue with time management-related information and updates to actively manage expectations.

4. Under promise and over deliver when time-related customer expectations

There’s nothing wrong with fudging and saying the wait will be longer than you know it will be. There IS something wrong with a brand not volunteering any information to customers. Managing customer expectations in a favorable way for your brand gives the brand a cushion and positions it as over-delivering before the heart of the brand experience even begins. Think about the last time you waited in line at a restaurant as long as they said you would. How about never?

Tip: Managing expectations favorably means you have to play a role in anticipating the experience, sharing pertinent details about the experience with customers, and reinforcing your brand’s performance.

5. Coach customers for stronger performance without rubbing their noses in it

Guests who had secured tickets online, purchased annual passes, or were part of pre-arranged groups were able to go to shorter lines. While this preferential treatment reinforced for those of us waiting for an hour that we could have been better customers, even the preferred customers didn’t get into LEGOLAND right away. Instead, they simply waited in shorter lines right next to our longer line. As a result, seeing these groups enjoying a slightly better brand experience wasn’t completely effective in coaching us to be on the LEGOLAND “program.” Instead, it was simply annoying to both us (since we felt like second-class brand guests) and the preferred customers (who didn’t really get the benefits they had been promised).

Tip: Definitely provide a better brand experience to high-performing customers, but make sure you fulfill on the customer expectations you’ve set, while creating attractive incentives for other customers to perform at a stronger level.

What lessons do you suggest for managing customer expectations when it comes to time?

What have you experienced relative to managing customer expectations? What has worked for your brand in this area? – Mike Brown

If you enjoyed this article, subscribe to the free Brainzooming blog email updates.

The Brainzooming Group helps make smart organizations more successful by rapidly expanding their strategic options and creating innovative plans they can efficiently implement. Email us at info@brainzooming.com or call us at 816-509-5320 to learn how we can help you enhance your strategy and implementation efforts.

Mike Brown

Founder of The Brainzooming Group, and a huge fan of strategy, creativity, and innovation. Mike is a frequent speaker on innovation, strategic thinking, and social media.

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