Wednesday, September 23, 2009

Social Norms Trump Market Norms

Do you know the difference between market norms and social norms? If you do, can you make the distinction in social marketing?

Something many of us grew up with was the "limited availability offer." In other word, the ad in the paper would promote, say a radio at the local electronics store, but would come with a disclaimer stating that there were only so many, and no rain checks would be given. Generally, we accepted that. If others got there first, they got the radio at the price, and that is just the way it was. This is a market norm; it is monetarily driven, fairly cold, logical to a fault, and basically understood.

A social norm is not driven by money. If I invite people over for a BBQ, and part way through realize I do not have enough burgers or hot dogs, I feel guilty and look for ways to remedy this. Even if some folks show up with relatives who just happened be in town, or folks show up who originally thought they were not going to make it, I have a sense of obligation to make sure everyone is fed, and fed well. So, I run out to the store and buy more of everything I needed. Money is not the issue; making my guests happy is.

As companies venture into social media, they must be very aware that the norms are different now, and getting them mixed up will result in long term harm. To get a sense of this in better words than I can write, (if you have not done so) read "Predictably Irrational" by David Ariely.
The first few chapters show this distinction well (read the whole book though).

A key take away is this:
Though it may not seem so at first, market norms are not nearly so punishing, nor their affect so enduring, as social norms.
If you have a product, and your competitor develops a better value equation, you may lose some customers. Improve your value equation, and you have a shot at getting them back. This is the nature of markets.

On the other hand, if you lose a customer because you made them angry, violating some social norm (even though you're a business), social norms trump market norms and they are gone... perhaps for good.

TGIF, while underestimating the power of social media, certainly appears to understand the blended environment social media presents for social and market norms. In their recent social campaign, promoted on tv, up to 500,000 fans of Woody get a free burger. Well, 500k was reached in short order, and they were still only 1/2 way through the month. TGIF and their agency worked quickly to approve an additional 500K free burgers to honor those who were trying to fan woody after the first mark was hit. There is social credit given for openly and quickly addressing this.

Though TGFI had been upfront about the conditions of the give away (market norms), they realized they were operating in social environment. Rather than saying "we did what we said we'd do, you're wrong to expect more," they pushed forward and honored the intent of the program. TGIF honored the social norm.

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Tuesday, September 22, 2009

Peering into the brain to figure out what triggers specific reactions and how to motivate consumers to buy is part of the Neuromarketing practice that is being explored today.

Kevin Randal at Movéo Integrated Branding posted on FastCompany's blog about five brands using various techniques.

This is a pretty cool approach. I'd like to see something like this applied to education. What really motivates kid to learn?

Friday, September 18, 2009

Defining what it is not

I like to read Seth Godin's blog... it makes me think.

If you are marketing on the web, and have a web redesign project, Seth's post suggest key questions to ask. Most have to do with the objective, and considerations for reaching it.

In his list, there are obvious, but frequently overlook questions. He ends with:
"And finally,
  • Does the organization understand that 'everything' is not an option?"
I have seen organizations, with web projects or others, agree on a project objectives. Only, when it is completed, and the objectives are reached, you hear, "Yes, but I thought we would also be able to..."

Sometimes it is as important to define what a project IS NOT, as it is to define what it IS.

Saturday, September 12, 2009

A New Paradigm for Compensation and Structure

Falsely Treating Every Jobs as a widget...
In many organizations the reward for performing well is to be promoted. With a promotion comes more money (usually) and a broader sphere of influence. The inference is that the lower position is less valuable to the organization; certainly, this is the impression created.

This inference goes along with organizational theory of scientific management (Frederick Taylor; The Principles of Scientific Management) for developing efficiency, which wittingly or not, is foundational to most organizations. By separating front line or lower rung tasks into routinized, binary decisions (the widget to which you add your piece is there or it is not) your labor does not need to be highly skilled, is relatively easy to replace, and cheap. Only as you go higher up in the organization do you find positions that can impact the profits. Managers who can structure the line to move parts more quickly or operate with fewer people; negotiate better supply costs or expand distribution and sales. By routinizing as much as possible you lower costs, reduce defects and focus your monetary rewards on a smaller and presumably more impact-ful group.

This manufacturing based paradigm has been transferred to the service sector. We take call centers that may be handling 5, 6 and 7 digit life time value customers and move them around the world where English is a second or even a third language, give the operators scripts that are very binary and save some money. And these are the valued customers that made it through the IVR.

Unfortunately, this lower rung compensating structure has been so ingrained that it is now applied to virtually every organization. For years I have argued that I would welcome employees who want to stay at the "lower rungs" but organizations are generally not structured to compensate them accordingly. I am not writing about routinized activities, but those in the new economy where "lower rung" employees can have a multi-million dollar impact. They handle million dollar accounts, are asked to identify opportunities to make and save money and have a direct, and often significant affect on the bottom line.

Today we hear more about ROI than ever. Ironically, I can more easily tie activities to results for these employees than most managers I've worked with, including myself. I could take credit for motivating my team or coming up with the big ideas (usually theirs), but that too is part of the old way. To get the kind of results I have seen, individuals must have an inherent motivation, a real desire to do the kinds of things we need them to do... the things they have to stop doing if they want to earn enough to support a family.

Many studies have been done to suggest that money is not a key motivator. But, lack of money, or opportunity to earn it, can be a great de-motivator. You will not make someone good at what they do simply by paying them more. But, if they really like what they do and are good at it, paying them too little can make them perform poorly; lack of desired income will cut their enthusiasm over time.

If we look at the value potential of certain non-managerial positions, and build the compensation structure accordingly, I believe organizations can achieve more with fewer people and have a better work environment because no one feels trapped. But, getting there requires both companies and individuals to do something of a paradigm shift.

The Shift - Companies
Companies must stop viewing those who wish to become experts in "organizationally lower" positions as blocks to organizational development. I believe some of the reasons we have more managers are:

1) People are not monetarily encouraged to view their positions for the long term. To earn more money, they must necessarily seek skills that have less to do with their current role than one, two or three levels above it. This creates a disconnect between company needs and employee career development. To keep employees properly focused, a disproportionate amount of a manager's is spent keeping them on task.

2) By the time anyone becomes really good at what they are doing, they are promoted (or seek opportunities with other companies), creating an experience gap that needs be managed. On top of constantly filling job openings, managers are simultaneously covering for vacant positions (and not necessarily experts at it), and facilitating very basic training.

In addition to the raw dollar cost of constantly recruiting, this situation has an even bigger impact on time. Because the core group of employees has relatively low average time on the job, more are require to get the job done compared to experienced teams. Additionally, given the recruiting overhead and additional direct oversight needs, there is a higher manager to employee ratio required.

Financial compensation structures encourage either False Delegation or Abdication.

Managers struggle with delegation today because they often feel their teams do not have the experience necessary to do the job. Managers who feel they are not staffed with experts either assume direct control (false delegation), or abdicate responsibility for the results. The former requires more mangers (doing the job of their direct reports) and the latter risks performance. Neither is acceptable, both are often evident.

By encouraging well developed expertise in non-managerial positions, whole organizations can become more effective. Those who concentrate in a single area become superbly adept at it. When this happens, you need fewer people in the non-managerial and managerial rolls. Rather than focusing on how to keep the 'thing' going, everyone can focus on improving their area of expertise. But this requires organizations to step up and recognize key players not just with promotions, but with financial models and recognition.

The flip side of this is, perhaps, more challenging. Managers, supported by the company, have to be able to hold their direct reports to very high standards, and be ready to make very difficult decisions. This is true all the way up the organizational chain. If a mid to senior manager is falsely delegating activity, or abdicating responsibility for outcomes, they must be held to task. If they are delegating appropriately, they must, in turn, be able to hold their team to task. In all areas, proper corrective actions ranging from additional training and resources to termination have to not only be available to managers, but expected by all concerned.

The way many organizations have structured their financial compensation models feeds very poor managerial habits. Expectations for current employees are often based on the lowest common denominator - the new employee; is it worth replacing this person with a new employee that we have to train anyway? Many have accepted the need to manage mediocrity, rather than push for excellence. The problem with excellence is that the people who reach it are going to be promoted, or seek advancement elsewhere... where the money is. What if highly valuable individuals, in highly impact-ful positions wanted to, and could afford to stay there for the long haul?


Two Paths
A new paradigm of professional development is needed to provide both the company and the people with what they need. High value, non-managerial positions need one track while there is another track for management. How this breaks out in individual companies will differ. But, if there are front line positions that have highly specialized expertise, direct impact on the profits and a compensation structure geared toward those under 30 (or 25) years old, there is a gap. In theses situations, keeping people focused on what they like to do, if they do it well, is beneficial to all.

By combining two paths into one, we have mixed and blurred our view of very distinct skill sets and fostered an environment which ultimately leads to the Peter Principle. The assumption that because someone is very good at doing something (whatever that is), they should manage others who do it, is a false assumption. The inverse is also true; an individual need not be the best 'doer' in order to be a great manager. This is a very hard reality for many to accept in our current paradigm.

If you are the best at what you do, then the expectation is that you should not have to report to someone who gets paid more and is not as good at it as you are. Further, since compensation structures encourage management paths, the best doers are pushed to become managers, despite the fact that these are two very different skill sets. In the current environment, where managers often falsely delegate (essentially remaining doers), it is very easy to accept this reality.

Companies need to clearly identify two paths for careers: managerial and non-managerial. Recognizing these distinctions allow individuals and companies to align people and company needs more effectively, create more stability and align compensation with value. It is a big shift. I have seen what real expertise can do. I have seen what really good managers can do. Fostering both for their distinct value would improve company performance and individual satisfaction.