Christopher S. Penn – Marketing AI Keynote Speaker

Author: Christopher S Penn

What casino gambling should teach you about online marketing

I recently had the opportunity to spend a few hours observing (not playing, I know the house odds!) people at a casino during a business conference. What a superb experience – not as a player, but as a marketer, to see how casinos manage the end user experience for maximum profit.

Imagine for a minute that someone put a box in front of you that, on average, will give you 42 cents for every dollar you put in it. No one in their right, rational mind would ever use it. Imagine for a minute that someone built an ATM that gives you exactly 42% of whatever amount you request. That ATM would be torn out of the wall by riotous crowds.

Yet thousands of people a year flock to casinos and use machines and games designed to do exactly that. Why? Because casinos have mastered the user experience.

Let’s take a look at some of the tricks of the trade:

1. No windows or clocks. Time is the enemy for casinos – they want you to spend as much time as possible in the venue (on the premise that you’re not a weirdo like me who just stares at people without spending money) and gamble as much as possible. No cues to show just how much time has elapsed ensure this.

2. Low lighting and lots of ambient sound. Every machine in the room makes noise, and more often than not, even the demo modes have sounds that are pleasant to the ear and evoke video game-like feelings of winning. Why? Low light keeps you relaxed and slightly less aware than harsh, stark light, and lots of ambient amusement sound contributes to the idea that you’re playing games instead of spending money.

3. Play money. I lost count of how many times players referred to their chips as play money, fake money, toy money, or some other proxy by which they completely forgot they were using real currency. At one blackjack table, I saw enough money cross the table back and forth in just a few minutes (table minimum $200, maximum$ 50,000) to buy several cars. Casinos use proxies for money to get you to spend more, because the money doesn’t look or feel like money at all.

4. Leave no dollar behind. Right outside the casino floor was… a Rolex shop. And an art gallery. And a Swarovski crystal shop hawking stocking stuffers starting at $40. Casinos know this above all else: you might win on the floor, but you’re not leaving with your money if at all possible. Every hook imaginable is available to get you to spend anything you didn’t lose to the house.

Now, how does this apply to marketing online? Take a look at your web site. Does it evoke the feelings that you want to elicit from your customers? If your goal is to get customers to spend some time with your content, does the “atmosphere” of your web site – color palette, brightness, tonality, contrast – encourage your visitors to relax, to forget about whatever else they were doing? Look at the patterns of lights and textures in a casino and you see endless repeating patterns that are nearly hypnotic. I’m not saying you should turn your web site into a slot machine’s decor, but think about what decor you do have and what it’s conveying.

Take a look at how you process transactions. Do you make it as easy as possible for visitors to transact with you? Do you use proxies for money like point systems or credits? In a casino, you can slap down a C note on the green velvet and have chips in hand, ready to gamble in less than 10 seconds. How fast can your visitors buy? Does your site let your visitors slap down the plastic and buy immediately? iTunes and Amazon figured this out long ago with 1-click.

Are you leaving money on the table? Are you letting your visitors get away with their wallets intact? What other things can you sell to your visitors as they browse through and leave your site? I’m not saying be obnoxious and run a javascript that forces a visitor through an annoying series of ads, but think about all of the different products or services you have and that you sell via affiliate programs. Are you presenting them as powerfully as the Rolex shop in the casino next to the cashier’s cage?

Casinos make good money because they’ve distilled the user experience for maximum profit. Are you doing the same?

Photo credit: acaben

Did you enjoy this blog post? If so, please subscribe right now!

Enjoyed it? Please share it!

| More

Get this and other great articles from the source at www.ChristopherSPenn.com

November 16, 2009
Financial Literacy presentation at MASFAA

Here’s a recording of a financial literacy presentation I did for the Massachusetts Association of Student FInancial Aid Administrators. Please watch this with a friend or colleague present and do the exercises together for maximum benefit!

Video

Slides

Financial Literacy 2.0

View more presentations from financialaidpodcast.

Did you enjoy this blog post? If so, please subscribe right now!

Enjoyed it? Please share it!

| More

Get this and other great articles from the source at www.ChristopherSPenn.com

November 13, 2009
Inbound Marketing Summit: Social Media ROI

If you missed it earlier this year, I presented at the Inbound Marketing Summit on the ROI of social media. Here’s the session video. Enjoy!

Did you enjoy this blog post? If so, please subscribe right now!

Enjoyed it? Please share it!

| More

Get this and other great articles from the source at www.ChristopherSPenn.com

November 12, 2009
Punchlines and Personal Quotes

If you’ve spent any time on my personal site, there’s one page I’d like you to think about replicating on your own, either publicly or privately, and it’s the quotes page.

Why?

Well, the idea for the quotes page came from the father of one of my teachers, the late Ira Hayes, motivational speaker. His son, Stephen K. Hayes, found among his belongings a page of punchlines that he kept as a crib sheet for speaking. What’s funny is that Ira didn’t write down the actual jokes, just the punchlines, so unless you attended his speeches back in the day, no one is really sure what the actual jokes are. Ira just collected the punchlines together over time as he spoke and developed new material.

The quotes page on this site isn’t quite punchlines, but it is stuff I’ve collected over time that I find personally significant. Little expressions of things that made me think, things that are worth remembering.

Why do this? There’s more content than ever today. More blogging, more tweeting, more everything, and it’s so tempting to get into the easy, lazy habit of assuming that Google will remember for us what we’ve experienced that we just turn our brains off. Hear a funny speech? Someone probably recorded it, right? Read a funny quote on Twitter? Google will have it, right?

Don’t bet on it. If it’s important, don’t bet on it. In my Advanced Social Media class, I admonish my students that the live sessions may or may not be recorded, but they should act and work as if the sessions will NOT be recorded, so that they train their brains to capture useful information, rather than rely on a third party.

I encourage you to do something similar for yourself. It doesn’t have to be public like my quotes page is, but make a habit out of saving and storing valuable information, useful information, in a compact form. If you speak publicly, obviously this is a practice that has an immediate use for you, but even if you don’t, it’s still a good habit to get into for tuning up your brain.

Did you enjoy this blog post? If so, please subscribe right now!

Enjoyed it? Please share it!

| More

Get this and other great articles from the source at www.ChristopherSPenn.com

November 8, 2009
What you need to do next in social media for success

What’s next? Is it Google Wave? How should we be using Twitter? Which social networks should we be on? What’s next?

Familiar questions? You hear these questions at conferences, trade shows, events, in the fishbowl, just about everywhere. They reflect a certain hunger, an almost desperate feeling from folks in the social media fishbowl, even from veteran practitioners.

What’s next is a simple question to answer. As with many things, however, what’s simple is often not easy.

What’s next is you. More specifically, what’s next for you is improving you, breaking away from existing limitations. No matter where you are on your social media journey, you’ve accrued some habits. Some are good and useful, some are not. Some habits are outdated already and aren’t serving you particularly well. For example, it might be your habit to reply to tweets at a certain time of day, but if your followers have changed and grown over time, they might want to hear from you at a different time of day, or new followers might have different expectations of how frequently you’ll keep in touch with them.

What’s next isn’t more tools, which is that desperate hunger I mentioned earlier, that wanting of more shiny objects. You see this most acutely in people who are disappointed in new offerings like Google Wave, whose expectations were that it would dramatically change their lives. If you’re chasing after the tools, that’s understandable. After all, understanding and mastering the basics of the tools that you currently have has gotten you to this point.

I’d offer instead that instead of longing for more tools, new tools, shinier objects, that you instead focus on becoming more powerful with the tools you already have. What do I mean? Let’s look at a martial arts example. There are only so many ways that physics, biology, and psychology permit us to punch, kick, or throw someone with any degree of effectiveness. Most of the tools you can achieve a basic, minimum level of competency with in about six months per tool if you practice diligently and frequently.

After you understand and can use the basics, then what? Just more of the same? Sort of. In the martial arts, you start putting combinations of the basics together. You start to examine human nature, to figure out why someone would behave in such a way that necessitates using a punch or a kick on them. You start to dig deeper into people’s motivations and into your own weaknesses, solidifying the tools you’re not so comfortable with, figuring out what it is in your own nature that prevents you from being as effective as possible with that tool.

Ultimately, once you reach higher levels of proficiency in the martial arts, the most juice for your squeeze comes out of self improvement. Got a quick temper? Learning how to channel that and tame that will do more for your quality of life (and keep you out of more fights) than the physical tools alone. Easily intimidated? Learning how to fortify your spirit will bring rewards not just to a physical encounter, but also to job interviews, workplace stress, and family problems, too.

The tools of social media are no different from a big picture perspective. (Obviously, punching someone has much more immediate impact than tweeting them) Once you’ve gained proficiency with the tools themselves, if you want to be more and more effective, if you want to get more and more out of them, you have to look away from the tools and the distractions of the day and focus on what in your own human nature is holding you back from accomplishing even more.

How do you do that? By first and foremost being honest with yourself, privately, internally, and quietly. Take some time, just a minute or two a day to start, to sit up straight and take a few deep breaths, then ask yourself these two questions:

1. What one thing did I do today that I’m proud of?
2. How can I take that thing I did and improve on it?

Some days, it’ll be a little bit of work to accomplish even #1. That’s okay. That’s what’s powerful about social media. You can generate results very quickly, so go find something worth doing before each day is over and use the tools that you have to do it. Then put the results into your brain with question #2 and see if you become more effective, more free, more powerful with the tools you already have.

Do this often enough, and you’ll wake up one day and realize that the answer to what’s next is and always has been inside your own heart and mind.

Did you enjoy this blog post? If so, please subscribe right now!

Enjoyed it? Please share it!

| More

Get this and other great articles from the source at www.ChristopherSPenn.com

November 5, 2009
Advanced Social Media Course is Live!

I’m proud to announce that after several months of very hard work and significant effort on the parts of the University of San Francisco and our instructors, the Advanced Social Media certificate course is now live and available to the world!

In this eight week course, you’ll get instruction from true social media experts and marketers like Jay Berkowitz, Jim Kukral, CC Chapman, and myself, plus expert legal advice from lawyers David Bates and Gaida Zirkelbach on managing the risks and best practices of social media from a legal perspective.

What’s so different about this course versus every other social media thing on the Web?

Since I designed the course, I have a fairly good idea of what went into it and who’s teaching, and I can say we’ve got some great content and a top-notch roster of experienced people who’ve generated real world results using social media.

When I put it together a few months ago, I wanted to create a course that approached different practice areas of social media – marketing, advertising, PR, small business, agency work – and cross-cut that with social media practices. For example, the lectures fall into 7 tracks:

Track 1: Basics, review, concepts
Track 2: Marketing perspective
Track 3: Public relations perspective
Track 4: Service perspective
Track 5: Monetization/commercialization perspective
Track 6: Executive/strategic perspective
Track 7: Tool Time

Then the course runs over 8 weeks, with these 8 topics:

Week 1: Introduction to Social Media
Week 2: Listening/Monitoring
Week 3: Creation
Week 4: Communcation
Week 5: Metrics and Science
Week 6: Legal and Ethical Considerations
Week 7: Adopting Social Media
Week 8: Case Studies

Overall, I think the course delivers an exceptionally solid, well-rounded perspective of social media. The one aspect of this course that makes it so very different from other social media courses is the lab track. Each week, I ask course participants to do some outside work in “labs” that should deliver to graduates of the course a working social media presence at the end of the 8 week course:

Lab 1: Set up accounts on major social media sites, plus a personal blog and affiliate account
Lab 2: Create a listening dashboard in Google Reader
Lab 3: Create content for your site and distribute on social media platforms
Lab 4: Participate in one open forum (e.g. #journchat)
Lab 5: Analyze 5 weeks’ of your data and derive conclusions about where your traffic is coming from and why
Lab 6: Assess potential risks and practices for your own niche
Lab 7: Make at least $1 in affiliate sales from your efforts thus far.
Lab 8: Draft your own case study and publish on your blog

If students fully participate in the course and do the coursework and the labs, by the time they graduate, they’ll have a serious social media presence and the skills and experience needed to make social media work for them and the businesses or organizations they work for. There’s no other course quite like this one out there, and so I’m really thrilled that it’s live and running. On top of that, the course is offered through an accredited university and has financial aid and other goodies available with it that many other courses don’t have.

If you’d like to know more about this course, please visit this page on Edvisors.com and request your free information packet.

Full disclosure: Edvisors.com has an affiliate relationship with USF and earns a very nominal fee for referring prospective students to USF. I in turn work for Edvisors.com and a very small part of that very nominal fee ends up in my pocket as part of my salary.

Did you enjoy this blog post? If so, please subscribe right now!

Enjoyed it? Please share it!

| More

Get this and other great articles from the source at www.ChristopherSPenn.com

November 4, 2009
Sissy words and painful mirrors

Ever notice how our society and culture is slowly devaluing certain words, making them less common, making them less important, even though they’re important words?

Here are some examples:

– Virtue
– Spirit
– Valor
– Moral

Virtue’s turned into a kind of sissy word. Spirit’s avoided by an awful lot of people except in the contexts of church, school sports, and cloth armor for healers in World of Warcraft. Valor is so out of date that a decent number of people don’t even know what it means (beyond Emblems of Valor for iLevel 213 gear in Warcraft). Moral is either used as a societal bludgeon by some nutcases or an anathema of personal freedom by other nutcases.

Ever wonder why words like these get devalued or pushed to the fringes? My current thinking on it deals with mirrors. How we communicate and the words we choose are mirrors of what’s going on inside. When we recoil from using some words on a societal level, on a cultural level, it might be because we don’t particularly like looking in that mirror and seeing that those words don’t apply to us much any more. Some words we desperately want to forget, like certain racial slurs. Other words, which are nominally “good” words but don’t match the reality of our society and ourselves, we just stop using instead.

For example, we don’t use virtue much in daily language because frankly and bluntly, we’re not an especially virtuous society, and thus the absence of that value is reflected in the absence of the word from the language. If you consider the classical four virtues (cardinal virtues) that stretch back to Plato:

– Prudence – able to judge between actions with regard to appropriate actions at a given time
– Justice – proper moderation between the self-interest and the rights and needs of others
– Restraint or Temperance – practicing self-control, abstention, and moderation
– Courage or Fortitude – forbearance, endurance, and ability to confront fear and uncertainty, or intimidation

Then we’re not doing an especially good job of any of them, and thus the word that encompasses them falls away. One stroll around your local shopping mall and you’ll easily pick out the values that are starkly absent in our society.

Am I advocating for anything in particular? Not necessarily, though certainly more virtue would be nice. No, what I want you to take away and think about is this short list of questions:

What words have you let lapse out of your vocabulary, and what impact does that have on you?
How do you perceive yourself if those words no longer fit comfortable in your day to day language?
What words do you use most frequently instead, and do they match the ideal of who you want to be?

Did you enjoy this blog post? If so, please subscribe right now!

Get this and other great articles from the source at www.ChristopherSPenn.com! Want to take your conference or event to the next level? Book me to speak and get the same quality information on stage as you do on this blog.

November 3, 2009
Marketing with direct experience

Something that’s been on my mind a great deal lately is how to integrate more direct experience into everything we do, from marketing to advertising to life itself. One of the most critical things to understand in business is the difference between exoteric and esoteric, or obvious and hidden.

Exoteric is exactly what it is – surface details, things you can glean from stored knowledge alone. You can read, for example, about faraway places or follow Twitter streams from conferences and events and get a fairly hefty amount of data just from those sources. For example, if you followed a conference like the Inbound Marketing Summit on Twitter, you got a whole bunch of bite-sized ideas, some of which may have been immediately usable. There’s a lot of value in the exoteric, and it’s one of the things that makes social media shine, as a distilled representation of a reality in another place that you can’t be.

Esoteric is another thing altogether. I like to call esoteric direct experience, because it’s only things that can be transmitted or learned through direct experience. I talked about this with lychee nuts, but here’s an even cruder, more obvious example. No matter how much you read about it, no matter how many videos you see on the Internet about it, no matter how many people you talk to about it, there is no substitute for actual sex, is there? That’s an experience that can only be direct. In fact, it’s so powerful a direct experience that it’s illegal to market the experience at all in many places!

Where we can run dangerously off path is believing that new technologies can replicate direct experience. A lot of folks seriously believe Twitter is a replacement for real interaction (they tend to be folks who prepend tw- to every other word, like twebinar, tweetup, twestival, tweep, twevent, tweeple, etc., what I rather tactlessly label twasturbation) and as a result, despite being more “social”, they’re lonelier and more isolated than ever. A lot of folks in business and marketing believe that being social will cure their business of its ills. Social media is not a panacea for a failed business model. Never has been, never will be, except for the snake oil folks who make a quick buck off you (learn how to make $300 a day on Twitter!) before moving on to the next trending topic.

If you want to get the most juice out of your marketing squeeze, look at direct experience. What direct experiences are your customers having with you and your products or services? What direct experiences can you give your customers that no other competitor is giving them right now? For example, one of the events I volunteer at every year is College Goal Sunday, when students get together to complete the FAFSA form. This isn’t charity for me – this is an important event that helps me to better understand and witness what my audience experiences when trying to fill out this form. No amount of surveying can replace actually watching someone try their best to fill out government paperwork, and that then helps me to make my products and services better.

Do you own your products or services? Do you use them personally? Have you bought them in the store and tried to set them up in the same way your customers would? Have you used them for any amount of time and thought, gosh, this product really needs this or that feature? That’s the direct experience you’re looking for. When you share direct experiences with your customers, you understand implicitly what they’ve experienced with your products and services and can truly help them.

There is no substitute for direct experience. Don’t get caught in that trap, especially in social media. A simple way to check if you’re too far down the rabbit hole? If your spell checker is flagging every other word in your communications as unknown, you might not be getting enough direct experience and might have too much social media Kool Aid in your diet.

Did you enjoy this blog post? If so, please subscribe right now!

Enjoyed it? Please share it!

| More

Get this and other great articles from the source at www.ChristopherSPenn.com

November 1, 2009
Heroism as the antidote to evil

“When bad men combine, the good must associate; else they will fall one by one, an unpitied sacrifice in a contemptible struggle.” – Edmund Burke

Go read this story on CNN about a two and a half hour rape of a 15 year old at a San Francisco high school function as nearly two dozen people stood around did nothing, or worse, joined in. No one called 911. No one got help. Very reminiscent of the Kitty Genovese case and the bystander effect.

How do you stop something like this?

How do you counteract something like this?

How do you prevent something like this from ever happening in the first place?

Philip Zimbardo, of the Stanford Prison Experiment, has an elegant solution. The problem is the diffusion of responsibility. When a group of people are involved, no one person feels responsible. Only someone who steps forward, someone willing to take risks of social and physical violence, someone willing to bear the burden of breaking a conforming mindset can stop this.

In short, a hero.

Watch this TED talk featuring this discussion:

Dr. Zimbardo’s idea of hero courses is a good one, but probably won’t come to a school, church, or workplace near you any time soon. So how do you get started on this today? His idea of heroic imagination has deep, deep roots, stretching back over thousands of years, across multiple continents. At Stephen K. Hayes’ Evocation seminar, one of the exercises done by participants was a detailed exploration of what our inner superhero looks like, sounds like, and acts like. While it’s impossible to recreate even a fraction of that seminar in the bits and bytes of a blog post, I’ll leave you with a question you can ponder, one that will get you that first step down the path towards finding your own superhero.

Instead of thinking about superhero powers, think about superhero actions.

If you had all the superhero powers you wanted and needed, what would you as a hero stand for, and what in all of the world would you first fight against?

That single question will tell you not the kind of superhero that exists in your daydreams, but the one that exists inside of you right now.

What do you stand for?
What do you stand against?

Think about that as you ponder the San Francisco rape, the Kitty Genovese bystander effect, and Dr. Zimbardo’s lecture. That will be the first step towards awakening your superhero and the superheroes of all those around you.

Do it soon. Do it now. Right now, more than ever, our world needs as many heroes as it can get – including you.

Did you enjoy this blog post? If so, please subscribe right now!

Enjoyed it? Please share it!

| More

Get this and other great articles from the source at www.ChristopherSPenn.com

October 28, 2009
Blogola: 7th Son: Descent

J.C. Hutchins hit me and about 19 other folks today up to share his new book, 7th Son: Descent. You’ll get the first 10 chapters in this PDF, and the rest of the book over at Google Books until November 3, so read quickly and go grab a copy.

My wife just started to read the book and cautions that it starts out with violence and sex in that order, a decent helping of profanity, and the murder of an authority figure – all in Chapter 1. If it were a movie and this were the script, you’re starting out with a hard R rating, so be aware of that if you find such content to not be your thing.

Full disclosure: JC sent me a dead tree edition of his book as blogola. Be sure to read my full disclosures page for more.

Did you enjoy this blog post? If so, please subscribe right now!

Enjoyed it? Please share it!

| More

Get this and other great articles from the source at www.ChristopherSPenn.com

October 28, 2009

Pin It on Pinterest