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Danny Brown

Danny Brown

podcaster - author - creator

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Facebook Hacking and the Value of Social Currency

Bring it

Bring it

So this weekend just gone was an interesting one.

On Saturday afternoon, I went furniture shopping with my wife and kids, and then we went for dinner. When I got home, I came back to a whole bunch of emails and Facebook alerts, asking me what was up.

Because, while I had been with my family, my Facebook account was hacked into, and the person responsible had some fun acting as me while I wasn’t around.

When I say fun, though, I mean they acted like an asshole and said some very hurtful and potentially damaging things about me, my friends, and the company I work for.

Two of the public updates that brought the email questions were “Are you hiring?”, insinuating that I was disillusioned at Jugnoo – which couldn’t be further from the truth – and “What do you really think of me?” as a “marketing experiment”.

I deleted these posts – yes, I should have just hidden from Timeline and used them to work with Facebook on catching the person responsible – and then started going through the alerts to see what had been done.

But that was just the start.

The Cowardice of the Asshole

As I dug further into the mess this asshole had created, I found that he (or she, but I have my hunches) had not only said hurtful things publicly, but had initiated a few private messages between “me” and a few of my Facebook friends.

In these messages, the person had stated lie after lie after lie. Things about Jugnoo, my current personal life, and more. They had even gotten my friends to open up about some of their personal life as well.

Like I said on Facebook, this person is a completely immoral asshole. And a coward.

He (I’m going to continue to use “he” here, though it may be a “she”) played with my family, by saying my amazing wife Jacki had an affair with a colleague at Jugnoo, and this was leading to us getting divorced.

He was also concerned about my son, now that Jacki and I wouldn’t be together (another mistake – I have two beautiful children and my daughter is just as precious to me).

So, essentially, this asshole was calling out my wife – the term “whore” was actually used – as well as accusing her of not being a good mother? Game on, shitdiot.

As I mentioned on Facebook, I’m big and ugly enough to come after and say what you want about me when you want to try and damage me personally and professionally. But going after my family and using them to get my friends to open up on their emotions too?

That just makes you a pathetic loser and coward. Sadly for you, it didn’t work.

The Value of Social Currency

One of the things I’ve always said, both here on the blog and when I’ve either been consulting with or training folks on social media, is to be yourself. Truly be yourself.

It may not always win you the popularity vote, but it does make one thing crystal clear – you get known for who you are, what you believe in and how you say things.

Never was this more true than when all this crap was going down last night.

My Facebook friends were railing around, with the vast majority saying they had doubts as soon as the crap started. Language uses, shorthand, letter cases, etc – none of them seemed to tally with how I normally speak, and in what tone.

Adam V on FB

Even if I had been drunk and was going on a rant – which some friends had asked, haha, cheers! – I’m sensible enough to not be online. Instead, you’d find me playing FIFA on Xbox and then falling asleep!

Being online is no different from being offline (with the exception of reach) – how you are and how you interact with people defines you, and paints a clear picture of you as a person.

I’m truly thankful and humbled that my friends realized the hacker was not me, and could see the difference between me and “not-me”.

It makes crap like this more bearable while going through the process of sorting it out, as well as helps combat the negativity that could have arose had these updates been believed.

If ever you need a reason to be you and your true self online, my experience this weekend should be a pointer.

Don’t Let The Bastard(s) Win

Of course, that still leaves the issue of the hacker in question. And what an idiot this person has turned out to be.

Going after me personally is one thing. The reason for the personal grudge, if that’s what it is, I don’t know. Like I said earlier, I have a hunch on who it may have been, given the people he spoke with and what was said.

But this idiot didn’t stop there – mistake.

He also tried to infer that the company I work for, Jugnoo, is having issues and that because of that, I wanted to leave (and, for the record, this is so far from the truth it made me laugh just typing it!).

When you state public things about a company, and these things could be damaging to that company’s public image? You’ve just opened yourself up to a whole new level of legal action.

While you might have thought it’d be fun to try and damage my personal and professional reputation, the game changes when you publicly involve a company. Something the hacker will no doubt find out soon…

My recommendation? Don’t take stuff like this lying down – fight back and work with the network or platform in question and make sure they don’t get away with it, where possible.

On that note, I’d just like to say I’m incredibly grateful for the support Jugnoo’s executive team gave me on Saturday night when I brought this to their attention (and are still giving me). That level of backing just adds to the hilarity of the “I’m unhappy at Jugnoo” statement made by the hacker.

Keep Yourself Safe

What this whole process has shown me is that we’re always vulnerable online. I consider myself to be a veteran in this space, and as such take a lot of measures to make my accounts secure.

But, as shown here, sometimes it may not be enough. The hacker seems to have known enough personal information about me to bypass my security levels, and that’s how they accessed Facebook (this is my guess, and not confirmed by Facebook yet).

So if someone who is very active in this space can be caught out, it shows the dangers for all of us.

To avoid this, make sure you have your accounts locked down as tight as they can be. On Facebook, for example, go into your Account Settings and make sure Secure Browsing is enabled; Login Notifications are enabled; and Login Approvals are enabled.

Security Settings

These steps will ensure you’re alerted when someone tries to access your account from a non-recognized source.

Changing your main email for alerts is also recommended, and don’t share that information with anyone. Do the same with any networks or public platforms you’re a part of – use their Help Desks if unsure of the process.

As this weekend has shown to me, we’re all at risk from idiots wanting our private information, or assholes trying to damage our reputation. Don’t make it easy for them.

As for the idiot that hacked me? I hope you’re reading this, since you left a pretty big trail to follow – watch your back, because the legal stuff will be starting soon…

And to my friends and colleagues that have supported me immensely in the 24 hours or so, I truly am grateful. Thank you.

The Jugnoo Social Strategy Manifesto

Jugnoo social crm strategy

At Jugnoo, we’re in the middle of a very aggressive summer release schedule (including a new website!), with several big updates to our social dashboard.

I’ll be sharing more information about these shortly, and how they can help your business (especially from a social CRM angle), but in the meantime, I thought I’d share our “manifesto”.

These are the four key tenets that define us as a company, and how we intend to help you understand your customers better, as well as build loyalty with your customers.

Jugnoo social strategy

Cementing everything we represent as both a company and as a technology platform, our message is simple:

1. Stimulus

Create awareness and stimulus at the very moment customers or prospects are the most receptive to your product or service. Target the right audience using Social Intelligence. Result:? Generate Leads.

2. Research

Consumers and businesses research online from numerous sources before making any purchase decisions. Be visible and engage prospects as they evaluate which brand or product to purchase. Result: Promote Product and Brand.

3. Buy

Make your business social, engaging and recommendation-based. Result: Increase Sales.

4. Experience

Listen to customers in real-time through Social Monitoring. Satisfy current customers and prospects to show that they matter, building increased loyalty and advocacy. Result: Loyalty and Advocacy.

As I said, we’re on a very aggressive release schedule, and there are a lot of cool tools and visual data solutions that we’ll be sharing soon – not to mention increased social analytics, team workflows, social hubs and some fun additions to our existing social dashboard.

Stay tuned – and if you want to check us out in the meantime and get used to the dashboard prior to our updates, you can .

Cheers!

The Psychology of Being Memorable

Being memorable

Consumers love simplicity.

We don?t want to be confused with multiple messages and options. We just want to buy the product or service that we need at that time and have it work, or improve our lives. Make our lives simpler.

Simple works. Simple means we can concentrate on other things. So when I?m shopping with you, why not make my experience the same whether I?m buying from you online or offline?

Direct the Traffic

I?ve been on some fantastic e-commerce websites that make shopping a cinch. Clean, well laid out and simple breadcrumb directions to the deals I?m interested in. I?ve then gone to other retailers that would make excellent poster boys for double servings of spaghetti ? they?re just all over the place and falling out the bowl.

Do customers really like this scattergun approach?

I?m not a huge fan of IKEA ? I think a lot of their stuff is chintzy, and just wouldn?t look right in my home.

BUT? I am a huge fan of the layouts in their retail stores. You go in the front entrance, and you simply follow a path until you reach the checkouts. You never feel lost, or cluttered ? everything is relaxing.

The Psychology of Being Memorable

It?s not surprising ? IKEA have mastered the psychology of shopping. They theme areas and direct you to where you?re most likely to purchase at a given time, all by simple layout structure.

Their websites follow this simplicity, with each country following the same design, and this has turned the Swedish furniture giant into one of the most successful retailers around. You have to respect that whether you like them or not.

It?s not just retail where IKEA?s mindset can be used. Think about everywhere you offer something to your visitors; customers; potential clients; new and existing employees; media enquiries; blog readers. Think about how you?re guiding them to where you want to be and how you can help them return.

You don?t need the psychology of shopping to help make you memorable; but you do want to be remembered, especially for the right reason.

Right?

image: taking leave

Sunday Shorts – Canada Day Edition

Canada Day

Canada Day

Here in Canada, today is officially Canada Day.

Celebrating the Constitution Act of 1867 (originally called the British North America Act), it’s the date that Canada became a country in its own right.

I’ve been here since Christmas 2006, and I’ve never met kinder people, enjoyed more beautiful open land, and simply appreciated the culture of this amazing country.

To celebrate in the style of this blog, I thought I’d share some quick and interesting stats on Canadians online.

Canadians Love Facebook

When 52% of a population is on Facebook, or just over 17 million users, you know it’s one of their favourites – and so it is with Canadians and the Big F. More than just 52% of the population, though, of Canadians online, more than 67% of them use Facebook. The largest demographic is 25-34, with over 4 million users, followed by the 18-24 age group. So I guess I should leave then.

Source: socialbakers

Canadians Love the Mobile Web

Of all the Internet users in Canada, one third of them browse from a mobile platform. 59% of these users are under the age of 35, with almost two thirds of them having been online for more than 10 years. The most popular manufacturer in Canada is Samsung (Android), followed by LG, RIM (BlackBerry), Apple and Nokia. Though with RIM’s curren woes, expect that to change drastically in the next 12 months.

Source: Stats Canada; comScore

Canadians Love Social Media, Full Stop

Maybe it’s the fact that Canada is such a wide open country, and you can go days without meeting another human (okay, maybe a wee exaggeration), but Canadians love the social web. From a report that Ipsos Reid carried out last year, it’s clear to see Canadians are very active online, and across all demographics.

  • 50% of all Canadians have at least one social network profile.
  • 45% visit a social media site at least once a week.
  • 32% of social media users have increased their time online for the previous 12 months.
  • 30% more Canadians are on Twitter than they were in 2010.
  • Linkedin usage has more than doubled in the last 12 months, accounting for 14% of Canadians online.

Source: Ipsos Reid

So, yeah – Canada loves the Internet. Oh, and they also make damn fine music – Happy Canada Day!

[youtube]http://www.youtube.com/watch?v=DDRPtg0kmJU[/youtube]

Influential Mentions Aren’t the Same as Word Of Mouth Returns

True reach through word of mouth

True reach through word of mouth

Earlier this week, I took a look at why the social influencer – as identified by the likes of Klout, Kred, etc – isn’t anywhere near as valuable as an Instigator.

The post created a great discussion (which is still ongoing) around both sides of the coin, and whether it was just a case of semantics or if an Instigator was the true “influencer”.

I just wanted to expand on that a bit more, especially on why the influencer marketing model (as it currently stands) may be even more worthless (at least as far as real results go).

The Reach Effect

Looking at how Klout sells the “benefits” of its service, it attracts brands by selling them the golden ticket of putting their product or service in front of Klout’s army of influencers.

After all, the social web is built on who’s the most influential, right? The more followers, the more reach – the more reach, the more action. Eh – maybe not.

Reach is one of the most overrated metrics around. While saying “Reach 200,000 consumers” might sound great to a brand, it’s a bullshit metric. It’s assuming all 200,000 followers of a Twitter influencer, for example, are online at a given time, waiting to see that one awesome tweet about a product.

The other issue with reach is that it’s just a calculated number. Twitter user A only has 1,000 followers, but the combined number of all the followers that follow Twitter user A and their followers make up the “200,000 consumers” reach. And half of them might be bots.

So, reach is out of the question.

The Return on Perks

Once Klout (and others) have sold an ad campaign to brands, they turn that into Perks (or Rewards). This allows people with a certain score or above to apply to get free stuff – shower gel, cookies, or even a test drive in a new car.

A recent example is car manufacturer Chevrolet, who offered a loan of the newly-launched Sonic to 130 “influencers” with a Klout score of 45 and above. Looking at the results, you’d say it was a success:

  • 16,000 positive mentions online
  • Three discount requests
  • One car sold

As a case in raising awareness, 16,000 mentions isn’t chump change. Or is it?

The cost of a Klout Perk starts at $25,000. Considering Perks can be shampoo giveaways, let’s assume the Chevrolet campaign cost more than $25k. You’ve then got to add gas costs for the loans. And insurance. And sales people’s time for both the test drives and then the follow-up calls. And the discounts offered.

And these are just the basic costs. So, for that one sale that brought around $14k into the Chevrolet coffers, there’s a major negative return sales-wise. And I don’t care what business you’re in, you can’t survive on goodwill mentions alone.

Now, it’s true that a car purchase isn’t an impulse buy – there’s a longer process involved, to compare models, showrooms, offers, and more. So it may be that we’ll see more returns on the Chevrolet campaign. Let’s just hope the 130 people involved actually like the Chevy brand and weren’t just along for the free ride.

The Return on Silence Versus Word of Mouth

Of course, this is all conjecture, since Klout are very quiet when it comes to reporting the financial successes of their Perks programs. Sure, they’ll bleat about having 700,000 Perks across 350 campaigns since launching two years ago, but how many of these resulted in real sales to the brands involved?

If I had 350 campaigns, and even if just 10% of them resulted in positive ROI for the companies involved, I’d be shouting that from the rooftops, to both attract more brands and silence the critics.

Klout’s own silence in this regard is deafening, and can be taken however you wish to view it.

Compare that to true word of mouth campaigns and researched demographics – where the idea of Instigators versus Influencers comes up – and it’s a different story.

Paramount and Super 8

When Paramount was getting ready to launch their big Steven Spielberg and J.J. Abrams collaboration, Super 8, they created a hashtag on Twitter for the event, #Super8Secret. This was to build buzz and awareness for the movie with secret early showings across the U.S.

The result?

  • 9 million impressions in 24 hours (impressive, even for a flawed metric)
  • 150 tweets per minute
  • Over $1 million sales for sneak preview tickets
  • Exceeded Paramount’s expectations for opening weekend sales by more than 50%

Unfortunately, I don’t have the cost of the campaign – but creating a hashtag on Twitter and then letting it run amok is probably less than the instant million dollars it created, never mind the opening weekend sales.

The reason the Paramount effort worked – and offered a profitable financial return as opposed to just mentions and a negative sale – is the audience was eager, targeted, and actual fans of the product (in this case, the joining of Spielberg and Abrams).

They took action from Paramount’s instigation instead of just tweeting about the deal. Compare that to the Klout Chevy Perk, and how that (so far) offered more reactions (loans for free) over actions (one purchase, negative return).

Look Beyond the Numbers

The comparisons and results between Chevy and Paramount shouldn’t come as? surprise, though. Klout puts its partners in front of eyeballs based on their in-house metric, which has shown to be flawed time and time again.

Additionally, Klout creates the profiles on its site – you, as a number, don’t have a say in that unless you opt out. So the numbers they promote to their ad partners is skewed from the start.

A proper marketing campaign, on the other hand – media buy, ad buy, email campaign, social media – integrated and targeted will trump the influencer buzz every time (or pretty much every time).

Because smart marketers look beyond the numbers and look to how their effort contributes to the numbers that matter instead.

Which, at the end of the day, is what really matters, no?

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