Them People O’er There, They Don’t Think Like Us

[Note this is another blast from the past – Oct 2011 to be exact – that is being requested hence resurrected. Enjoy!]

Long, long ago, NextStage's tagline was "Learn How the World Thinks…Now!". We were quite happy with that as a tag line because it exemplifies the basis of what NextStage did then and does now, make human thought marketably actionable. I'll admit we were taken aback when prospects heard our pitch — it hasn't changed much — and responded, "Why would I want to know what my customers think?" A response we heard almost as much was "Why should I care what my customers think?"

Well, it turns out what we offered then we still offer now, then it was free, now it's for pay (just letting you know ahead of time, although we believe it's pretty inexpensive) — You can learn how the world (or select parts of it) thinks now for only US$39.99/run. [Now you have to purchase either an individual membership (still relatively cheap) or a corporate seat (not quite as cheap but when you’re a corporation, a thousand here a thousand there, you probably never notice)]

Ten years ago nobody was interested [that would have been 2001]. Now they are [meaning 2011, when this post originally came out, and definitely now in 2016]. Perhaps there's more interest in learning how the world — or at least different regions of it — think now. Or at least how the world was thinking in the last twenty-four hours (because that’s how often the tool updates).

In any case, you can go to the NextStage SampleMatch World Report and see how people are thinking globally. NextStage's SampleMatch Tool uses data collected by NextStage OnSite and similar “visitor tracking” tools to determine how people are thinking, how they'll behave and what motivates them. [As I update this, we’ve got four of the seven continents covered. Nobody’s sending data from Antarctica, Africa and South America. We’re working on Africa and South America. Antarctica, you’re on your own].

Nice, huh?

One fascinating thing we've discovered so far is that the majority of people around the world use what we call a V14 Personality Style (you can learn more about these designations in these posts) [Here in 2016 about a quarter of the planet is using K22, a change primarily due to the proliferation of mobile devices]. That V14 hasn't changed in the time we've been beta-ing the tool (about three months). What does change fairly regularly are the secondary, tertiary and less used Personality Styles. The secondary and tertiary change at least once a week, and the Personality Styles representing lesser populations shift little.

It is an oddity.

You can also get an idea of how many individual locations NextStage's SampleMatch Tool is analyzing on NextStage SampleMatch's About page [You have to be a NextStage Member to access the tool now]. Right now, for example, we're providing results for Albania through Ho Chi Minh City, Lam Dong, Viet Nam.

NextStage SampleMatch's function is to provide marketing and creative people actionable design data by region. Imagine yourself sitting in a mall watching people walking past and making highly accurate decisions about how each person shops, decides what to buy, what kinds of things trigger their interest, etc., and you get an idea of how NextStage's SampleMatch works.

And before I forget, the information can also be provided by zip/postal code, gender, age and industry, if desired.

So go take a look and let us know what you think.


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A Twittering (and Related Social Platforms) Update Part 3 – Following No One

[Note: This is a repub of a post originally written in Aug 2012 on the version of this blog that died. We’re getting lots of requests for it so we’re republishing it here. Enjoy!]

This is the third post in a six part blog-arc about some recent research NextStage has done regarding Twitter and several other social platforms.

These posts will cover

  1. Followers
  2. Watches
  3. "You don't follow anybody"
  4. Twitter v LinkedIn v Facebook v FourSquare v Pinterest v …
  5. Private v Public Personae
  6. "You rarely point to someone else's writing"

This post deals with something people complain about from time to time, the fact that… I Don't Follow Anyone …and therefore I'm antisocial. This is a demonstration of either such wonderfully flawed logic as to itself offer an explanation of same or such a limited world-view as to be saddening.

Twitter et al are becoming more and more marketing platforms and few marketers (in my opinion) understand the psycho-sociology behind them enough to use them properly as a marketing platforms (did you read the take-away in this arc's previous post?). Followers and twits (now do you know why I call them "twits" instead of "tweets"?) are for sale. Lots of companies (and some individuals) routinely purchase them as part of their marketing campaigns when products launch, rebranding occurs, etc. etc.

Let them purchase all they want. Unless that purchase includes recognizably genuine phatic content — mundane chatter from individuals who are psychologically vested in the product, brand, service, offering, … — it's worthless.

Being boring and dull, my needs are equally mundane. I'm not interested in adverts even if they are in 140 or fewer characters.

But I do follow people, simply not on Twitter. I correspond regularly via email, Skype, phone, etc, with a fair number of people. That fair number, regardless of medium, is typically around 70. Why 70? Read They're Following Me! (More on Twitter) for the answer. What am I doing with 375 or so followers? I'm providing them with Watches so that tribe size remains manageable, frustrations (followers and my own) are minimized and people only have to read what they want.

My regular use of channels alternative to Twitter amounts to following them and in what I believe is a much more intimate, much more personal way than Twitter, and specifically to an earlier point, in a way that greatly approximates how much I value everybody's time. If I don't know you, if I'm not somehow vested in your life, I don't really care to know what you're doing every fifteen minutes of your life. If I do know you and I am vested, I'll be in touch in ways that let you know you are genuinely important to me.

Is this what NextStage suggests to clients regarding social policy? Heck no! What, do you think we're nuts or something?

But can you understand that our (pretty much everyone here at NextStage has the same attitude) thoughts on how, when and where to interrupt people's lives with social information makes us killers at helping clients interrupt consumers lives in ways that stick positively?

No? Then I must ask "How are your social efforts doing, really?"

I rarely refuse interactions, be they phone or Skype. I'm known for not responding quickly to emails yet I am known for definitely responding. One correspondent also wrote that he had to get use to the idea that I actually read everything in an email, not just skimmed and not just certain parts.

My emails often start with

Howdy,
(catching up on emails)
Comments within:

My responses to a specific item come right after that item, much more like a discussion and much easier to follow as no one has to go digging for threads.

I do follow people and do so by occasionally looking up their streams for "interesting to me" items. There are two things happening there: 1) I determine what to look at (like walking down bookstacks in a library) and 2) I determine the schedule (I'm not interrupted).

The majority of Twitter streams don't interest me because they're either irrelevant to my day or embarrassingly unsubstantiated opinion. Some of what's on Twitter is phatic but it's from people I don't know hence, with no investment in them as friends, why do I care about their phatickly boring day? It's just as boring as mine, I'm sure, and sometimes mine is mind-numbing (what we in the NextStage offices call "brainpoo") and if mine is numbing enough why would I want to further subject myself to someone else's insipidities by encouraging theirs?

Or perhaps it's true and I am anti-social.

Sometimes I find something I want to pass on to my followers and do so via a ReadWatch. It doesn't happen often. It happens so seldom, in fact, that one can rightly determine something really has to impress me before I'll intrude on other people's times and spaces. The last time I posted a ReadWatch the author wrote to thank me for recognizably increasing their traffic. I was flattered because the increase was several multiples of my number of followers at the time.

So I do follow people, simply not obviously so, and I follow my friends in a way that allows them to keep their relationship to me private if they so desire.

A Link Does Not a Friend Make

From the above we can conclude that I have a definition of "friendship" different from the current social-marketing norm (see what a friend wrote about my friendship in my About the Author section of Tales Told ‘Round Celestial Campfires (available in print and on Kindle.Tales Told 'Round Celestial Campfires Someone read that and wrote that they hoped their friends thought as well of them. I offered that it depended on how they valued friends. Go figure).

These concepts of friendship and time also explain my reluctance to refer people through online social networks. Unless NextStage has actually worked with someone or some company or I consider you a friend, I won't perform an introduction or offer a referral. A link does not a friend make and while some I do business with have become friends not everyone I do business with is a friend. Also, I know enough psycho-social behavioral dynamics to know that, for the majority of people, how one treats one in business is how they'll treat you outside of business, ergo there is, to me, a difference between those I count as friends and those I know in business. Sometimes the differences are only revealed over time.

The lesson here is, if you want something from me, don't act as if you're my friend if you don't really know me. Just ask me for what you want. You're much more likely to get it as my BS tolerance is extremely low. Example: a brand management company sent an email to our R&D group asking how to contact me. This impressed the heck out of me as my email address is easy to find with a few minutes search engine work. Eois got the email and wrote back asking what they wanted (nobody here recognized the company or the writer). They were interested in our research and how I do research. Eois wrote back that he could answer their questions, what research were they interested in?

At this point the writer owned up that they wanted to sell me something.

Eois' BS tolerance is higher than mine but that's why he gets paid the big bucks. State your goal up front when contacting us. We really don't want you to be all phaticky if we don't know you.

<RANDOMTHOUGHT>
NextStage's BlueSky (BS) MeterYou know, there might be a market for a BJ Meter, similar to NextStage's BlueSky (BS) Meter except it's more tuned to the types of BS that come from fawning and sycophantery when the goal is to make a sale. Imagine not being sure of someone's intent, passing their blather through a tool and knowing for certain all their praise is in hopes of getting something from you and preferably a dollar!

What'd'you think? Would there be a market for such stuff?
</RANDOMTHOUGHT>

Next up, Twitter v LinkedIn v Facebook v FourSquare v Pinterest v …


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Fred Thompson; Is He Changing His Tune? And How Does He Compare with Governor Mitt Romney? Before and After NextStage Analysis of Campaign Messaging Styles

[[updating lost posts in prep for Reading Virtual Minds Volume 2: Experience and Expectation]]

Frequent reader and correspondent WindKiller posed a question on the Senator Fred Thompson and the Marketing of a Presidential Hopeful: A NextStage Analysis of the Fred Thompson for President Homepage entry and I responded on that post and in a phone conversation that I’d get back to him on how much is encapsulated in NextStage’s Rich Personae (it’s now our PersonaScope and is included with Membership).

I wanted to do that by tying it to a before and after analysis of Senator Fred Thompson’s campaign site. It’s always fascinating to see how somebody changes their messaging after an announcement.

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The casual observer won’t notice much different between the site as it was on 1 Sept 07 (on the right) and how it appeared on both 5 Sept 07 and 6 Sept 07. That’s a good thing because in politics, it’s the positive and familiar that wins votes.

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This is the 5 Sept 07 homepage. There’s the naturally occuring changes in content that you’d expect on any high traffic site. Both the 1 Sept 07 and the 5 Sept 07 homepages are designed for the V8 Rich Personae.

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This is Senator Fred Thompson’s campaign site on 6 Sept 07. The changes are more obvious to the casual observer and again, you’d expect them to be after a major announcement. What is interesting to me is that the site is now using a V7 Rich Personae. This was the personae used by Governor Mitt Romney. It was Senator Thompson’s use of the V8 Rich Personae and its “You’re doing a good job. Let me show you something that might help you out.” versus Governor Romney’s V7 message’s “You’re doing it wrong, do it my way. It’s better.” that I thought would separate Senator Thompson from the pack.

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Before I forget, the other modification to Senator Thompson’s site is a new “prepage” before you get to what most would consider the real homepage. This is something we saw often during the 2004 campaigns. From a consumer perspective it’s not something I would encourage. This page, encountered before all others, essentially asks the visitor to buy the product before learning if the product is a good match for what ails them. The assumption on Senator Thompson’s staff may be that he’s so well known at this point that anybody coming to the site is coming to join. I’m not so sure. This page, by the way, is designed for a K7 Rich Personae, ie, it has a good, strong, emotional appeal. Just what you’d want if you thought people already knew about you and you wanted them to act in your behalf.

This gets us to what else is encapsulated in NextStage’s Rich Personae. NextStage’s Rich Personae also reveal most prominent messages, strongest messages, messages in the order they appear to the non-conscious mind, … It’s pretty…um…rich.

Also, as you begin to get deeper and deeper into the Rich Personae system, you’ll learn that the strongest message on, for example, a young female V7 is different from a mature, male V7.

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Here, Senator Thompson’s strongest message is “Compare me to others and you will see that I can put us on a path and bring structure to this country. You can count on it.” Governor Mitt Romney’s strongest message is very similar with two significant edits; “[no comparison desired or implied] You will see that I can put us on a path and bring structure to this place. Are you with me, yes or no?” Perhaps Senator Thompson sees Governor Romney as having the audience he wants, hence the deep messaging is the same. The substantive difference between the two sites is that Governor Romney, if he were talking to you, would be saying his message twice as loud as Senator Thompson.

Back in the day when Senator Thompson’s site was designed for a V8 Rich Personae, its message was similar except for the missing introductory call to comparison;”[no comparison desired or implied] You will see that I can put us on a path and bring structure to this place. You can count on it.

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Senator Fred Thompson and the Marketing of a Presidential Hopeful: A NextStage Analysis of the Fred Thompson for President Homepage

[[updating lost posts in prep for Reading Virtual Minds Volume 2: Experience and Expectation]]

(yes, I’m still exploring that SEO/SEM thing)

I’ve been thinking for a while that NextStage should do an analysis of Senator and actor Fred Thompson’s campaign site. What’s been stopping me is that he’s not officially announced he’s running for President and he doesn’t actually have an official campaign site that I know of (remember, I’m remarkably out of the loop on politics). The reason I decided to run an analysis is because I’d heard he was going to make his official announcement sometime this coming week.

I went to VoteSmart.org because they list official campaign sites and found I’mWithFred listed as his official site, so I was off and at it.

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Here is Senator and actor Fred Thompson’s official campaign site homepage as it appears today, 1 Sept 07. We analyzed it using NextStage’s TargetTrack (it’s now included in our Membership package) tool, as we do with all such things.

What got me right off the bat is that this homepage uses a V8 Rich Persona. This got my attention because way back in Feb ’07 we analyzed Governor Mitt Romney’s campaign website and found it had a V7 Rich Persona. One of the most obvious differences between the two is that Governor Romney’s messaging was originally designed for individuals who “…like to talk things over with a knowledgeable person who needs to point out the negative aspects of a decision in order to be taken seriously.” Senator Thompson’s messaging is designed for individuals who “…like to talk things over with an authority figure (real or imagined) who needs to point out the positive aspects of a decision in order to be taken seriously.

This difference is telling in how these two campaigns perceive who their candidate is and what that candidate’s strengths are on a personal (hence “Persona” level).

First, I do note that Governor Romney has changed his messaging style since Feb ’07. With that in mind, Governor Romney originally wanted people to perceive him as someone who could show them the error of their ways and set them on the right path. Senator Thompson is using a very different psychological strategy to gain voters; he wants people to see him as an an experienced person who can help them achieve more.

In more obvious terms it would be phrased this way; Governor Romney was saying to voters, “You’re doing it wrong, do it my way. It’s better.” while Senator Thompson’s message is “You’re doing a good job. Let me show you something that might help you out.”

We’ll be watching to see if Senator Thompson’s messaging changes once he officially starts his campaign.

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Reading Virtual Minds Volume I: Science and History, 4th edition

It’s with great pleasure and a little pride that we announce Reading Virtual Minds Volume I: Science and History, 4th EDITION.

Reading Virtual Minds V1: Science and History, 4th edThat “4th EDITION” part is important. We know lots of people are waiting for Reading Virtual Minds Volume II: Experience and Expectation and it’s next in the queue.

But until then…

Reading Virtual Minds Volume I: Science and History, 4th EDITION is about 100 pages longer than the previous editions and about 10$US cheaper. Why? Because Reading Virtual Minds Volume II: Experience and Expectation is next in the queue.

Some Notes About This Book

I’m actually writing Reading Virtual Minds Volume II: Experience and Expectation right now. In the process of doing that, we realized we needed to add an index to this book. We also wanted to make a full color ebook version available to NextStage Members (it’s a download on the Member welcome page. And if you’re not already a member, what are you waiting for?)

In the process of making a full color version, we realized we’d misplaced some of the original slides and, of course, the charting software had changed since we originally published this volume (same information, different charting system). Also Susan and Jennifer “The Editress” Day wanted the images standardized as much as possible.

We included an Appendix B – Proofs (starting on page 187) for the curious and updated Appendix C – Further Readings (starting on page 236). We migrated a blog used for reference purposes so there may be more or less reference sources and modified some sections with more recent information.

So this edition has a few more pages and a few different pages. It may have an extra quote or two floating around.

You also need to know that Reading Virtual Minds Volume I: Science and History is a “Let’s explore the possibilities” book, not a “How to do it” book. As such, it deals with how NextStage did it (not to mention things that happened along the way). It does not explain how you can do it. This book’s purpose is to open a new territory to you and give you some basic tools for exploration.

There are no magic bullets, quick fixes, simple demonstrations, et cetera, that will turn you into jedis, gurus, kings, queens, samurai, rock stars, mavens, heroes, thought leaders, so on and so forth.

How to Do It starts with Volume II: Experience and Expectation and continues through future volumes in this series. We’ve included a Volume II: Experience and Expectation preview with a How to Do It example on page 302 so you can take a peek if that’s your interest.

That noted, I’m quite sure that you won’t get the full benefit of future volumes without reading this one because unless you’ve read this one you won’t understand the territory you’re exploring in those future volumes.

Reading Virtual Minds V1: Science and History, 4th edThat’s Reading Virtual Minds Volume I: Science and History, 4th EDITION. It’s so good and so good for you! Buy a copy or two today!


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