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Wednesday, March 31, 2010

Canadian Content Regulations on the Web? Google Says No

In the 1970s, Canada's cultural industry received a major boost from the Trudeau government's Canadian Content legislation (Can-Con, or Cancon). On March 30, 2010, The Globe and Mail published a report on the Commons Heritage Committee's efforts to come to terms with Can-Con and  New Media.

The Heritage Committee invited Jacob Glick, Canada Policy Counsel for Google Inc., to talk to them about new media issues. Glick told the MPs that Can-Con rules should not apply to the Internet:
For decades, Canadian content rules have controlled what programs air on television during prime time and what songs are heard on the radio. Those rules no longer apply to Canadians who increasingly go the web for music and video.

Google’s point man for Canadian policy, Jacob Glick, told MPs that while those measures are needed, Ottawa should not attempt to “roll back the clock” by regulating Canadian content online.

“More Canadian content can be seen, created and enjoyed in ways never before possible,” said Mr. Glick, Canada Policy Counsel for Google Inc.,. He said Canadians can already watch hours upon hours of Canadian content on YouTube (which is owned by Google) without ever watching the same thing twice.
I'm torn by this advice.

On the one hand, I understand that search algorithms determine relevance to searchers' requests using multiple criteria, including geography, so Canadian searchers are somewhat more likely to receive Canadian webpages in search results.

On the other hand, I'm skeptical of any business that claims regulation would be counter-productive in its domain. Many Wall Street firms are trying, with limited success, to make that same claim with regard to their creative financial solutions.

I'm also skeptical because it seems Google's entire business plan can be encapsulated in Benjamin Jowett's words: "Never retreat. Never explain. Just get it done and let them howl."

The case of Google Buzz is illustrative. Instead of consulting with Canada's Office of the Privacy Commissioner, or any other privacy advocates, before launching Google Buzz, Google launched first, then proposed to address privacy concerns afterward.

I guess it's easier to beg for forgiveness than to ask for permission.

Except Google's not begging. Google is a large corporation with political leverage and a business agenda.

Canadian MPs will have to use a case-by-case approach to determine how best to accommodate the anarchy of the Wild-West Internet within the more Canadian ideal of peace, order and good government. The answer may not be regulation, but in any case the answer will never be to act according to ideological purity.

With all this in mind, perhaps we should re-examine Google's recent conflict with the government of China concerning censorship. After all, isn't Can-Con itself a kind of censorship?

We may have different emotional reactions to these stories, but emotions should not blind us to their common denominator: the conflict between a corporate agenda and a nation's sovereignty - a war with many fronts.

Tuesday, March 16, 2010

Failure of Imagination

University of Waterloo President David Johnston on the Canadian government's "digital strategy":
Despite the lip service on the digital economy, Johnston said, the government doesn't appear to understand how important broadband and other information communications technology (ICT), such as mobile phones, are to economic development.

"There's a lack of understanding that ICT is a transforming set of technologies, as important as the printing press was 500 years ago. Because Western Europe understood the transforming qualities of the printing press, it took off. Chinese society, Islamic society and Indian society did not," he said."

We are at least in that kind of measurable comparison today. Those societies that have a better understanding of the digital economy will prosper very quickly and those that don't will not. We've had a failure of imagination there."
How serious is this "failure of imagination" with regard to a "transforming set of technologies"? Very serious.

We know that Canada is lagging partially due to high cellphone rates and slow smartphone adoption rates.

We also know that our educational system is not preparing the next generation of creative/information workers.
Johnston said the country's university system must shoulder part of the blame for the lag in Canada's technological mindset. The schools haven't done enough to train students to work smarter, he said, which means that few Canadian companies succeed based on innovation. Of Canada's biggest companies, most are banks, while only BlackBerry maker Research In Motion — also based in Waterloo — has succeeded internationally, mainly because it has focused on innovation.
Innovation is the key, and the time is now.

Social Media and Traditional Marketing, Part 2

I must create a system, or be enslaved by another man's; I will not reason and compare: my business is to create. (William Blake, Jerusalem)
As I said in my earlier post, I had a conversation with a marketing educator concerning the role of social media in marketing. I told the educator that I believed social media, as part of an integrated marketing communications strategy, have an important role to play, mostly because they serve to keep marketers honest.

In the educator's reply, he said he agreed with my comment that social media needed to be "part of a total media plan."

The only problem is, that's not what I said.

What's the difference between an "integrated marketing communications strategy" and a "total media plan"?

Night and day. It's frustrating to realize at the end of a conversation that you've been speaking a different language.

"Media planning" is advertising terminology. "Integrated marketing communications" is not. Advertising may be part of a larger marketing communications strategy, but an advertising media plan is only a small part of that strategy.

Whenever there is a paradigm shift in any discipline, a new terminology arises, because, as William Blake said, "I must create a system, or be enslaved by another man's." The resulting cognitive dissonance can be both a barrier and a boon.

Social Media and Traditional Marketing, Part 1

I was recently asked, by a marketing educator, "how a marketer reaches and manages the markets involved with the Twitters and Face Books of the world."

Reaching is one thing, managing quite another. The question itself reveals a much larger question: how does traditional marketing adapt to the new reality of social media?

The first thing the traditional marketer needs to do is give up the idea of control. We can't control social media or the use to which they are put. We can manage our social media efforts, but we can't manage the media themselves.

We have to be very careful about overt commercial use of social media (see the Facebook Statement of Rights and Responsibilities, 4.2).

Social media have changed marketing radically, but the change is primarily to remove the marketer from direct manipulation of the marketing message and the consumer. Social media can be a great commercial benefit, but you need to let your prospects and customers do the talking.

Marketers have to be aware of the power of social media conversations. They need to monitor these conversations and respond to them in their own publications -- their websites and blogs. They can use other social media to link to their websites and blogs, but they should be careful about engaging directly using social networks.

The one constant in Internet and social media marketing is information. People, regardless of culture, use the Internet and social media to find information that is of value to them. The marketer reaches prospects and customer by providing that information -- by making it easily accessible.

The other aspect of social media that is important, and which marketers have to been keenly aware of, is the power of narrative. They do not just contain information: they structure it within a narrative.

The well documented fact is that people usually believe anecdotal evidence over hard, even overwhelming, empirical evidence. It's not enough that marketers present the facts (though they must definitely do that in the age of social media). They must present the facts in a convincing narrative. Information without narrative is merely data, and data convinces no one. Social media participants can pick up a narrative and broadcast it, or they can formulate their own narrative and broadcast it. Which would you prefer they do?

The only way to manage the reputations of companies, products and services (and by extension to increase sales of those products and services, and improve profitable revenue and the value of the company) is to combine authenticity, information and narrative to present a compelling case.

I told the educator that I believed social media, as part of an integrated marketing communications strategy, have an important role to play, mostly because they serve to keep marketers honest.

Monday, March 15, 2010

The Dark Side of Social Media

Hamilton Spectator, March 15, 2010:
Teen dead in triple shooting

Two partygoers complained about music at student house, then pulled handguns; two others wounded

The party had been advertised on Facebook and other social media. Eyewitnesses said the suspects were acting strange and combative that night.
Seldom do we see a more stark example of how a tool designed to augment our existence may be used to harm us. It seems the two suspects showed up with intentions to celebrate March break in their own manner. This ambiguity is in the nature of all tools. The tool is ethically neutral, but its uses are not. A hammer can be used to build a house, but it can also be used as a weapon.

What this story illustrates is how little we can do to control or manage the ways in which social media are used. We release information into the wild and it mutates like a virus.

As marketers, we have to understand that a social medium is not just another marketing or advertising medium. We can't control the conversation. We can't manage the medium. And we can't determine the uses to which our information is put.