Commpression

PR, marketing, old media, new media, whatever. A weblog by Don Seamons.

10.27.2006

Blog Business Summit: Scoble, Edwards and Hodder on Podcasting and Video

Shooting video, distributing video, monetizing video.

Robert Scoble:

  • Start out with the basic question: What's the story you want to tell?
  • Also, you may need to concentrate more on audio quality than on video quality.
  • Get an HD camera, because the video becomes more versatile.
  • The bar is getting higher. You need to get noticed by saying something interesting over and over and over. But these days with video, you can get noticed a bit more easily.
  • People are experimenting with new and different ways of using video to tell stories.
  • Check out zefrank.

Mary Hodder:

  • It's really hard, in a way, but it's actually not that hard. If you keep producing all the time, you want to keep people engaged. You can create great video with a cellphone camera. But if you want to reach people regularly, you might as well.
  • Freevlog is a great site to help you get started.
  • If you're hitting the right people, you're doing it right.
  • Revver. The ad is a CPM ad, and the revenue is split 50% between Revver and the copyright holder.
  • People who are engaging users online are doing interesting things with video, like running contests where their customer evangelists are incentivized to make videos about their companies. See Bottom Union or Little Miss Matched.

Andru Edwards:

  • People are a lot more forgiving on the web. People don't care necessarily about topnotch quality. Despite the fact that something's done with a handheld, you can still have compelling content.
  • People are finding his content through RSS feeds and through searches. It's about 50/50 right now, but RSS is rising.
  • The metrics for videoblogging are still kind of off.

Blog Business Summit: Robert and Maryam Scoble with tips on how to build your blog

Maryam: Blog because you want to.

Robert: Blog with passion. That's the only way to keep you going long-term. If you want to get into blogging, read what you're interested in.

Maryam: She started blogging because she met a lot of people who said they wished they could link to her. Online relationships turn into personal relationships. Because of blogging, she's got a much better job and a lot more friends.

Robert: Become an authority on something. Link to people who have interesting things to say about your topic. That helps you become an authority.

Maryam: There are two kinds of bloggers: bloggers who want to change things, and bloggers who want to talk about their lives.

Robert: It's a Google world. In the real world, outside of Silicon Valley, people start with Search. They use the search box to find everything. So you need to be searchable. People who focus their content on a single niche seem to do better. A generalist will not gather much audience. Scoble read everyone and linked to everyone who wrote "Microsoft," and people knew that they had someone's attention.

Dave Taylor: Is there an A-list and is that a problem?

Robert: Yes, there's an A-list and it's not a problem because you can get on the "A-list" in 20 minutes. There's an A-list for every single topic out there.

Maryam: Commentaries on your blog can be extremely harsh. If you can admit mistakes, that takes care of some of the harshness.

Robert: If you can't admit you made a mistake, people can be extremely harsh. People are looking for good keyword searches. You have to scan a lot more and not doing deep reading. You need to catch their eye. People who write good descriptive headlines stick out in that list.

Halley Suitt: Write good subheadlines.

Maryam: One of her top posts is an old one: Top 10 reasons to date geeks. It's a good headline.

Robert: He reads all his feeds as a river of news. Most bloggers use only text. But if you really want to stand out, use other media such as video, audio, images.

Tris Hussey: Read online 30% slower and have less comprehension. So visuals help break up the text.

Robert: Become a niche owner in other media, such as Second Life, Flickr.

Maryam: Let people see you as a human. It helps people want to connect to you.

Robert: He doesn't look at what he does as writing. He looks at it as talking to people. He started blogging because two people asked him to blog.

Maryam: Go to places where you can meet people. Get out of the blogosphere for a moment or two.

Robert: Relationships you build become power structures later on. If PR bloggers have blogs of their own and go to conferences and get face-to-face, they could accomplish their goals better than if they just flog people with press releases. People who stick out put their URLs on their business cards. Little things turn into blog readership later on. Find interesting touches to find ways for people to think about.

Maryam: Read your post before you post it. Check your state of mind and your state of heart.

Robert: Try some creative writing techniques. Mix things up. Write short paragraphs. Use inverted pyramid style. Readership goes down as the story goes longer. Make your point early. Don't be reserved about your blogging style. Bloggers can move their knob from the safe side to the risky side, but some corporate types can't move their knob. Spice up your posts with something about yourself. Tell some stories. Help other people get started.

Maryam: Share what you've learned and help other people get into the community.

Robert: A lot of corporate types are skittish about engaging others. Participate in the conversation that's going on at other blogs. Keep your integrity. You are what you appear to be. Disclosure helps you keep your integrity. You present yourself to your readers as you are. Don't try to hide who you are. If you are not what you appear to be, people will find you out.

Robert: Putting his phone number on his blog has been a brilliant move. He's been reachable by media when his PR team hasn't been.

Blog Business Summit: Corporate branding in the age of YouTube

Ben Edwards, a former journalist with The Economist, is now head of New Media Communications at IBM. He launched a podcasting initiative at IBM, which cost a couple thousand dollars and was successful externally. It woke the enterprise up to the potential of new media.

IBM has about 26k blogs, about 3500 of which are updated regularly. They are approaching a million podcast downloads. IBM's system makes it easy to upload video, audio, powerpoint, etc. They also have 70,000 wikis, which many employees are using as project management tools, collaboration tools, reporting tools.

Social media, says Ben, changes the dynamics of communication. We're moving from professional publishing to self-publishing, high cost to low cost, mass audiences to niche audiences, passive engagement to active engagment, an institutional voice to an individual voice, a gatekeeper mentality to an enabler mentality, and a move from an advertising mentality for marketing to a publishing mentality for marketing, where you need to attract people to you based on the value of your content.

We in corporate communications lost our brand long ago when we started branding to our customers' identities.

What has changed in the new media landscape?

  • Our customers can create and share the brand themselves. Ideas about the brand can be communicated by anyone to anyone. On YouTube, people are celebrating brands, they are mocking brands, they are mashing up brands. In the blogosphere, on MySpace, on Orkut, on Flickr, there is constant talk about brands.
  • We can listen better. Ben says we shouldn't call ourselves the communication department; we should call ourselves the listening department. In new media, there is an enormous potential for free focus groups.
  • We can co-create the brand (if it's that kind of brand). Some brands are less about sharing than others. Some brands are elite. "You start showing people that these gods are humans, you begin destroying the brand." We can't control the brand, but we can influence the brand. By listening and sharing, we have a chance to solve some of the brand volatility issue. Brands have to appeal intellectually and emotionally simultaneously to all our audiences. The brand has to become something that everyone can relate to, that everyone can feel comfortable with. Some people, some employees don't recognize the truth in our brands, based on their own experience. A lot of this is about being more honest.

Ben's agenda for change:

  • Don't try to segment your audience. Nurture a brand which employees, customers and everyone else can relate to, emotionally and intellectually.
  • Provide employees with the means to tell their own stories about the brand, and in their own words.
  • Listen to what employees, customers, partners, suppliers are sharing about the brand.
  • When there is a potential for a positive outcome, engage to influence.

Blog Business Summit: Using RSS feeds

Scott Niesen, Director of Marketing for Attensa, is speaking in Friday's breakfast session on the uses of RSS for business.

Scott says RSS today is used as a business intelligence tool, for reputation and brand monitoring, tracking the buzz about you or your company from markets trends and people. It's also an early warning system.

RSS is a great way to keep people up-to-date internally. Attensa's CEO has a public blog and an internal blog. Scott says everyone in his company is subscribed to the CEO's feed, because he lets his thoughts and feelings known in no uncertain terms.

RSS can be used to alert company employees of critical information: alerts about kinks in the supply chain, alerts to the sales force about a hot prospect, alerts that a new training module is available.

It has been estimated that knowledge workers spend 25-30 percent of their time searching for information. Persistent search via RSS can cut down on the time it takes for workers to find information.

Attensa is a tool that can display RSS feeds based on user behavior, with the feeds with info that the reader has historically paid the most attention to rising to the top.

10.26.2006

Blog Business Summit: Audience measurement for blogs

Does measurement matter? Is it "how many?" or "who?"

Tris Hussey:

  • There is not one tool to rule all RSS feeds.
  • The more you post, the more traffic you'll get.
  • Blogrolls are toast. To show link love, there are better ways.
  • Sometimes you need to set your numbers aside and look at the trends to find out what's going on.
  • Hits are how idiots track success.
  • Tools: Server-based tools and Javascript-based tools.
  • Performancing Metrics--specifically for blogging. Google Analytics.
  • Use two sources, check them against each other.
  • Technorati, Feedster, PubSub and Alexa are works in progress and miss a lot. But BlogJuice gives you a number based on these tools, which is OK. But Alexa doesn't work for Macs or for anyone on Firefox. Take with a large, honking grain of sea salt.
  • If you post more, people read you more, people link to you more.
  • Unique page views are always a good data set that people understand.
  • Another number is the Google AdSense impression count.

Andru Edwards:

  • Blogrolls can be used effectively if you have multiple blogs. Google likes blogrolls.
  • "A-listers" got there for a reason, because they contributed to their community.
  • If traffic spikes at a nondescript time, look at what you've written, and ride the wave.
  • JS tools capture what's on the page. Server side tools are much more robust--information that advertisers want to know about. AWStats, HitTail.
  • Advertisers will look at your Alexa rankings; be ready to explain its faults.
  • ExpressionEngine is the blog software Andru uses.
  • If you really want to know if you're moving the needle, talk to your customers. Thank them for their comments, for their links. Ask them what they're thinking about you.

Blog Business Summit: Engaging with Bloggers

Janet Johnson, a marketing executive with Marqui:

  • Be honest about why you want people to help you out. People want to help people.
  • She worked for Enron, and thinks that Enron wouldn't have gone as far or as low as they did if the blogosphere was talking about them.
  • Go to events, make a personal connection, establish a relationship.
  • Ask for what you want, and sometimes you'll get it.
  • Get out there. If you don't, you're missing an opportunity to showcase your humanity.


Halley Suitt, CEO of Top 10 Sources and writer of Halley's Comment:

  • Do your homework. Know what the bloggers are writing about. Read them for a month before you even decide to approach them.
  • How do you get information? Read bloggers' RSS feeds, and do blog searches.
  • "It's word of mouth in its purest form, and if you can engage us, it's a goldmine."
  • The more you're connecting with the better.
  • PR should be training people in their organizations to be customer sensitive and to keep track of them.


Buzz Bruggeman, an executive with ActiveWords:

  • Bloggers are your intelligent agents. Subscribe to their feeds. You'll get the benefit of a huge amount of vetting, editorial and thinking.
  • If you want to engage someone, know what they're all about. Try their product. Know how you can help them.
  • When somebody engages Buzz, he reads what they write. If they write well and think well, he tries to find a way to bring them into the conversation.
  • There's an incredible desire on the part of people to create. If you are passionate about something, you can get it out there.
  • In this space, you don't get points for shyness.
  • Read the comments. See what people are talking about. Find someone else to engage.
  • Companies need to engage a professional writer to help them tell their story.

Blog Business Summit: Jason Calacanis keynote

Jason Calacanis: From Weblogs, Inc. to Netscape: Maintaining Authenticity and Integrity within Commercial Social Media

  • Blogs are like paper. You can use it for any number of things: a beautiful book, artwork, or toliet paper. (More on the blogs are tools ideas.) Blogs attracted him because of their authenticity.
  • Calacanis talked a lot about working with people. "Command and control doesn't really work for people." "These people don't work for me. I work for them."
  • On being an entrepreneur: "I make a lot of mistakes, but I'm quick to recognize them when I make them."
  • On being a blogger: "Just write intelligent comments and everyone will know who you are." "We're all outsiders. That's what drew us to this." "There's never been a more open platform in the history of media." The beauty of blogging is it's the biggest meritocracy.
  • On pay-per-post: "Whenever something great is made, the marketers come in." "Loser companies come in that can't get traffic in any other way." "It's not innovative. It's lying. People have been lying for a long time." "Does anyone here want to be deceived? Raise your hand if you want to be deceived." (Calls out Tim Draper--not sure who he is.)
  • Podcasting: "This podcasting thing is going to be big." He was wrong about it a year ago. It's a huge opportunity to be first. Calacanis is going to get involved in a podcast. CalacanisCast on PodTech. PodTech and GoDaddy have donated $100,000 to sponsor the 50 episodes he'll do, which will put two kids into private school in New York. Media philanthropy.
  • YouTube: They built their business on copyrighted material, but they will be known as the organization that convinced big media that online video can work.
  • On authenticity: Do not let anyone get inside the blog post. That's my advice. The blog post is sacred.

Blog Business Summit: What's next in online communication

What's Next in Online Communication

  • John Starweather (Microsoft): MS marketing is still getting used to the MS development community who do things very openly, while marketing is trying to keep things under wraps. The old rules and old dynamics of being able to control things go out the window. "Engage people in an honest way. Take the hard feedback. Listen. Change. Evolve." Social media fundamentally changes the way we talk to people. Focus on the small screen. Cell phones are almost as ubiquitous as watches. For communications, take a cue from the genuineness that are in blogs. Lose the spin.
  • Jeanette Gibson (Cisco): It's exciting to see Cisco evolving as Internet trends are evolving. There's a shift in power with who is the communication expert. Have consumers drive some of the messaging. Consumer-generated content. Reach out to bloggers, have RSS feeds, reach new audiences. Cisco is looking at how cell phones can add to real life experience.

Blog Business Summit: Transparency and disclosure--Dave Taylor says there aren't hard and fast rules

It's late and time for me to get to bed so I can be ready for another day at the Blog Business Summit. Today's sessions, as I expected, were a bit simplistic, but they were still worthwhile. Robert Scoble and friends gave a nice intro to podcasting--good for me, since I've paid that whole phenomenon almost zero attention. But Scoble demonstrated the low barriers to entry as well as highlighted the distribution nuances that can bring the content to more people.

Even with the drawing power of the Scoblizer, the real star of today's sessions was Dave Taylor. He was as dynamic and interesting as I've heard he would be. He also caused a minor kerfuffle in a few of his sessions by arguing AGAINST disclosure and transparency. He said businesses need to blog in whatever way works for them. Blogging is simply a tool, not a religion. There are no blog police who will beat down your door if you choose not to disclose a relationship you have, or if you choose not to reveal that your CEO isn't really writing his posts.

He said he knew there would be attendees who disagreed with him.

Add me to the list.

There are blog police, Dave. They're called readers. From A-listers like you to Z-listers like me, we're all the police and we're all deciding what goes in this space. It's the community that decides the laws, on the ground and in the blogosphere. And while we might not have a code to draw from, we do have ethics. And one of the major ethics of this mega-community is transparency.

Now, should we reveal every banal detail about our relationships with the people and with the products that we're talking about? No, our readers would not stand for it, but your readers trust you, Dave. And if you hide a relationship from them because it could detract from the persuasive power of that message, there's something wrong. If your readers find out, your level of trust and all those wonderful hits you were talking about today and all that fabulous googlejuice you get are going to take a hit.

But, of course, you know all this. I think the point you were trying to make--tell me if I'm wrong--is there are no hard and fast rules. But I think the part you forgot to tell us today is that we need to make disclosure decisions with an eye toward how those decisions will affect our trust factor down the road.

10.25.2006

New friends made at BBS06

Goodbye too all the new friends. Hope we run into each other, whether in the blogosphere or otherwise. If you're ever in Salt Lake City, send me an email and we'll get together.

During Friday's lunch, I ran into another Utahn, Tim Stay, who is the CIO for Know More Media and a resident of Provo. He immediately recognized my company and we started talking about some of the potentials and pitfalls of using blogs. In the meantime, Robert Scoble had sat down at our table, and Tim asked Robert, "What advice would you give to Intermountain Healthcare about using blogs?" Thanks, Tim. We had a nice conversation and Robert had some interesting ideas for using blogs to humanize large organizations. With his experience with Microsoft, he would know.

At Thursday night's reception, I met Kojo Darkwa, who works for the reputation management company Visible Technologies, Denise Wakeman, who consults for small business bloggers; Dustin Luther of Move.com, who also wrote the popular RainCityGuide.com (and who loves his new pad down in Malibu), and Randy Stewart of Epinions who blogs at Stewtopia.com (who hates the gloom of Seattle, but loves being able to buy a home at "half price" compared to Silicon Valley).

Sat at lunch on Thursday next to Andru Edwards, the guy behind GearLive. Andru's my new hero; he took his hobby blog and turned it into a booming business. We talked about stuff like pay per post (he doesn't take money for reviews and gives away gear that he gets for free), transparency (his audience doesn't really care if he's getting a free iPod--they trust his opinions), and where he wants to take his company (one word: video).

Now I'm sitting next to a Microsoft guy, Greg Phipps. Greg is one of the guys behind MSN LiveSpaces, which he says is the largest social networking site on the Web. 70 million spaces--100 million visitors. May be something to look into.

I realized Wednesday night that every person I spoke with yesterday were females. In the interest of keeping my wife from questioning my motives, I sat down next to a couple of guys this morning. Drew Myers is another Zillow person, the resident blogger, according to Sarah (see below). I also met Lee White, a blogging evangelist within GlaxoSmithKline, who says he is the lone internal blogger within GSK. He also has a personal blog about, what else?, internal blogging. Good luck to Lee as he spreads the good word. Lee and I were sitting by Danika Hercha of Intel, a company that has hundreds of internal bloggers.

Ran into Rebecca Ford after Wednesday's sessions ended. She's a blogger for the Oxford University Press--her job, she says, mainly consists of getting OUP authors to contribute original content to the blog. That's some forward-thinking in the normally stodgy publishing industry. Good to meetcha, Rebecca.

Spoke with Sarah Mann over lunch on Wednesday. Sarah works for Zillow.com, a real-estate neighborhood search database. Someone overheard Sarah talking about her employer, she said, "I love Zillow. It's like crack to me." High praise. I think.

Between another session, Jessie Johnston introduced herself. Jessie is one of the writers for National Geographic's Inside Traveler. A great idea for a blog, but she says she can only post a few times a week, because EVERYTHING has to be fully vetted. My heart goes out to you, Jessie--that would be a blogging nightmare. But I guess that's balanced by the fact that someone's paying you to blog.

Just listened to Dave Taylor of askdavetaylor.com talk about his concept of "findability." After the session, I chatted with Aparna Mohan, the director of worldwide communications for MasterCard. Aparna's thinking of ways her very large organization can leverage blogs, maybe even encourage her fellow employees to blog. Aparna has a really interesting blog--Lunchcounter Culture with tips for people who want to bring a really good lunch to work. I'm a leftovers kind of guy, but when the kids eat all the pizza, Aparna may have some nice ideas.

Over breakfast on Wednesday, I met Anna Martin of Give Meaning, a Vancouver, Canada-based organization that helps charities reach out to $5 philanthropists. Fantastic idea, Anna--I hope it works out.

I'll be updating this post throughout the conference.

At the Blog Business Summit

I'm in Seattle today and for the next three days attending the Blog Business Summit. Today is the day when the blogging newbies get together and talk about such interesting topics as "What is a blog?" and "Why blog?"

Actually, the first session was much more interesting: The people from the BBS talked about sponsored blogging, which they presented as a less-risky way for companies to get into the blogosphere. Essentially, you find someone (or a company like BBS) who will blog to your audience. What about the blogosphere's ethic of transparency? The blog and its writers make it very clear who's signing the checks. Not a bad idea for companies interested in blogging but fearful about opening themselves up to potential critics.

10.23.2006

Herrin's show the media who's in charge

I attended a luncheon last week where Primary Children's Medical Center's PR director Bonnie Midget spoke. Primary Children's was the hospital here in Salt Lake City where conjoined twins Kendra and Maliyah Herrin were separated during a 26-hour surgery in August. Bonnie helped the Herrin's manage the media coverage of the surgical separation of their children.

The Utah media learned a tough lesson about who is calling the shots in this new media world. According to Bonnie, the Herrin's had really specific objectives for allowing the media to cover their story: They wanted to preserve the story for their five children, and they hoped that their story could give other parents with conjoined twins some hope. With those goals in mind, they made some decisions that made it tough for the media.

One decision was to offer exclusives. They didn't want a media circus or to have to share their story in a press conference with lights flashing in their faces. They wanted to share a more personal, more in-depth, more emotional story. So they let in news outlets they trusted: ABC News, who had a producer that was recommended to them by another family with conjoined twins, and a few local news outlets with which they had a personal connection.

You can imagine how well that went over with the media that were left out. Bonnie says she's still mending fences with some of her contacts.

The Herrin's also chose to share their story through their family's website: www.herrintwins.com. That also caused some media trouble. When the Herrin's posted news about their kids, news that hadn't previously been shared with anyone else, some news outlets demanded that the Herrin's agree to an interview. After all, they "opened the door." That kind of logic works with corporations, but it didn't work with the Herrin's. They had shared their message the way they wanted to share it, and they didn't feel the need to share it in any other way.

Add this to the canon of stories of how the world is changing for the news media. The world is also changing for PR, where we don't really control the message anymore. If I may take a page PR ueber-blogger Steve Rubel, we need to move from a gatekeeper mentality to a facilitator mentality. Kudos to Bonnie for her understanding who was in charge.

Disclosure: Bonnie and I work for the same organization: Intermountain Healthcare.

10.05.2006

Press box politics

Being a journalism school graduate, I'm privy to some of the ethical hand-wringing that goes on inside the fourth estate. Should the media be impartial at all costs? Should they merely observe and not help? Are they responsible to society, or to their sources?

Most of the time, the hand-wringing is justified, especially when journalists are covering something as critical as the President of the United States or a natural disaster like Hurrican Katrina.

But a much more banal debate is playing out in my little corner of the world surrounding how the media should act at a football game.

The Idaho Falls Post-Register hired a local-yokel to string the latest gridiron clash between Brigham Young University "Cougars" and Utah State University "Aggies." The problem--in the eyes of the local journalists, anyway--was that the guy was a rabid Cougar fan. He wore *gasp* a BYU t-shirt to the press box. He dominated the post-game press conference with questions only a fan would ask. And his cellphone ringtone--which he allowed to ring during the aforementioned conference--was *double-gasp* the BYU fight song.

One offended reporter posted about the incident on his blog, then he called the stringer's editor to complain. The editor exclaimed his horror and promised never to hire the stringer again. Another offended reporter called out this guy on his blog, saying that the fan-reporter was "unethical." Message from the media: this guy's not a "real" journalist.

The readers? They couldn't have cared less. Read the blog posts' comments; most of the commenters thought the journalists were taking themselves WAY too seriously.

This minor brouhaha is just another example of the media trying to own "journalism." The fact is, they don't. In my aforementioned j-school experience, I learned that the media is EXTREMELY averse to any sort of certification. Even though professions of all stripes--doctors, police officers and electricians--are all certified by some sort of governing body, journalists say that credentialing themselves by agreeing to adhere to some subjective standard would chill free speech. I agree. But when a journalist wears his opinion on his sleeve, they run him out of the club, screaming that he violated some sacred protocol.

They can't have it both ways.

The newspapers employ these journalists are struggling with lower readership and lower ad revenues. Their audience is getting their news elsewhere. Media critic Jeff Jarvis argues that to save newspapers from their long, slow march to extinction, newspapers should show a little humility and engage their readers in conversation. I'm afraid all these reporters did was further alienate their readers.

6.13.2006

Appealing to Our Noblest Ambitions

What do I know?

I know that humanity is strange, perplexing, fascinating and beautiful

I know that our humanity makes us all unique, but it also makes us so very much the same.

I know that while our differences are what make us interesting, our similarities are what allow us to coexist.

I know that as humans, we are motivated by much of the same things: selfish motivations such as fear, hate, greed, lust, and revenge; self-aware motivations such as duty, responsibility, privilege and obligation; and selfless motivations such as love, charity, faith and hope.

I know that pride is the root of just about all humanity's troubles, and that humility is as close to a panacea as we'll get.

I know that pride is the start of our selfless motivations. Humility is the beginning of our self-aware motivations. And meekness is the seed of our selfless motivations.

I know, and this is where things get difficult for me, that marketing typically appeals to our selfish motivations.

But I also know that the selfless motivations, while not as easily manipulated, are just as real and even more powerful than our selfish motivations.

I know that everyone has a part of them that recognizes that they could be so much more than who they are, and that selflessness can help them reach the highest in them.

I know that healthcare, even as a business, and perhaps because of the nature of the business, can appeal to the highest in us.

I know that our noblest ambitions are what we healthcare marketers should be appealing to.

What do you know?

6.05.2006

Getting What We Want, Part 2

Stories They Tell

Most of us, if not all of us, live in a world where we rarely get what we want.

In fact, getting what we want is so rare that it's memorable. We don't expect it, and when an experience exceeds our expectations, we can't help but talk about it:

"I got caught going 40 in a school zone, but the cop only gave me a warning."

"My wife actually encouraged me to go golfing."

"I actually had a conversation with my husband."

"My parents didn't flip out when I crashed the car."

The sweet spot for marketers is to get people telling stories about your product or service:

"I got this shirt for 50% off."

"They were selling brats for $1 at the baseball game last night."

"They sell the best macadamia nut cookies at that bookstore."

In this respect, healthcare is no different than any other product or service. We want our patients'/members'/customers' experience to be memorable. We want them to tell positive stories about their experience with us.

"I called my health plan about a prescription problem, and the first voice I heard was a human voice."

"My doctor knew my history, what medications I was taking, when I was last hospitalized."

"I was in and out of the specialist's office in 30 minutes."

"The nurse took the time to answer all my questions."

What would you want your patients/members/customers to say about your product or service?