Ok, so the effort of just keeping one blog going is proving to be a chore, so two is now out of the question.
Monday, January 12, 2009
Posted by Paul Soldera at 7:10 PM
Friday, December 26, 2008
What is exactly does it mean to be 'satisfied' and how do you know?
That's a rhetorical question - in as far as I can pose it, but I don't expect an answer. It's like asking how long is a piece of string to five people holding different strings. If they all got together they might come to a consensus on what long and short was, but individually, they have no idea.
I can see they survey question now.. "Thinking about what you know about string, on a five point scale where 5 is Very Long and 1 is Very Short, how would you rate the string you are holding?". You would get a bunch meaningless data.
Yet, this is the way many businesses measure satisfaction.
Or, you could ask The Ultimate Question - "Would you recommend this string to a friend?". Perfect solution if only everyone's definition of 'friend' and 'recommendation' were the same. In the digital age, someone with 400 FaceBook friends and 2,000 Twitter followers who throws links around like candy is doing something radically different to two neighbors chatting over a fence or two colleagues having a yarn at the water cooler.
What about "Does this string exceed your expectations?". Same problem. It all depends on where your expectations were to start with. I had a heated debate with a Phd about this a while back. He was vigorously arguing the 'expectations' PoV. I was trying to point out the data we were getting was not that useful. He convinced me we weren't using it properly. So we started using it properly. It was still useless (this taught me that you should never bother arguing against something someone has built a successful business selling - you can either believe it or not, just don't try to argue with them, you will lose).
You can go down the list of ways to measure satisfaction - satisfied or not; recommendations; exceeding expectations; likability; happiness; contentment - they all fall on the sword of context. People interpret them in different ways. And in aggregate, they don't mean much.
So we come back to square one. What does it mean to be 'satisfied' and how do you know?
I am going to try and craft an answer to this over the next few blog posts - of course, my answer might be as equally flawed, but I really feel the need to try and get this out of my teeth.
Posted by Paul Soldera at 4:33 PM
Monday, December 22, 2008
So after my last post on the Forrester Research survey on Trust and Corporate Blogging, I got contacted by a Corporate Blogger!
I mentioned Joel Spolsky's blog Joel on Software in the post and got an email from Dan of Fog Creek Software - Joel's Company. He said thanks for mentioning Joel's blog in such a nice way, and offered me a free copy of Joel's book - "Smart and Get Things Done".
So not only is the Joel on Software blog one of the best corporate blogs around, it is also actively listening to and following up with the blogging community. A nice touch. And a good example of corporate blogging done right.
To top it all off, Joel actually signed the book on the inside cover:
Get things done!
I am way ahead of you on that third one!
And to all those Marketers out there that might scratch their head and wonder how a CEO of a software development company can add anything to the Marketing world, Seth Godin called the guy a "genius". I don't think Seth throws that term around a lot.
So Joel's book is squarely on the top of my reading list. From a brief mention in a blog post, to a follow -up email, to a free book, to a review of the book I will post down the track. That's how it all works.
That's how you build trust.
Posted by Paul Soldera at 4:22 PM
Thursday, December 11, 2008
There has been a bit of a flutter lately about the whole issue of Corporate Blogging. A recent post from Forrester Research on their Groundswell blog highlighted some data that showed only 16% of people trust Corporate Blogs.
I am only going to make two comments about this.
Firstly, I think it's right. Not that all Corporate Blogs are disingenuous, consumers simply have no way to sort out truth from fiction. We find it hard to trust things that have no transparency mechanism built in. We trust online reviews because of the power of consensus - not because we trust an anonymous individual's single experience. We trust email from people we know because they probably have a track record with us. Just like we trust individual bloggers we know are experts in a field.
We don't trust social networking profiles because just how sure are you that that cute girl who is a friend of your best friend's best man really does LOOK that cute in her picture? We all try to add a little pizzaz to our profiles, right?
My point being that it is very tough for a corporate blog to reach a high level of trust with no transparency mechanism. With no way for readers to easily sort fact from 'fact' (the corp comm. version of 'fact').
I think the only way for a blog to do this is to be genuine. One of the best corporate blogs I read is from Joel Spolsky - the CEO of Fog Creek Software. He writes in a genuine way that invites trust. He also writes more about 'how' his company does things rather than 'what' they do. About human things rather than corporate things.
The second point (ok, so maybe it's the third) is that this is an awful survey question. Context matters in surveys. If you include items such as 'personal email' along with items such as 'company blog' on a scale of trust, you are dooming the company blog in the results. Why don't we just add 'the person who bought you into the world and taught you all you know - usually your, Mother' to the list? Then we would really see 'company blog' sucking the pavement!
We have spheres of trust that don't overlap. How I think about a company blog in the world of communications from brands is vastly different to how I think about and use personal email.
There is no way you can interpret this result as only 16% of people trust Corporate Blogs. There is actually no valid interpretation of what that 16% represents given the vastly different items in that list. But alas, I can feel it making its way around the web as I write...
Remember, I have moved sites! www.insightbydesign.biz
Posted by Paul Soldera at 7:39 PM
Sunday, December 7, 2008
Posted by Paul Soldera at 9:46 PM
Thursday, October 9, 2008
Well, we arrived in San Francisco after 3000 miles of driving, site seeing, eating, more driving, picture taking, more site seeing and yes, more eating.
Posted by Paul Soldera at 9:06 PM
Thursday, September 25, 2008
So we have made it to half-way on our trek across country. We're currently in North Platte - a smallish town in the center of Nebraska.
Posted by Paul Soldera at 9:11 PM