Extending customer relationships through social media

April 8, 2009
· Martin Kelley

Over on my O’Reil­ly Media blog, I’ve writ­ten “Will Face­book (all but) replace cor­po­rate web­sites?,” a look at where I think the third-party social media web­sites are going. Here’s a taste:

The goal of most web­sites is to extend­ed the inter­ac­tion with the vis­i­tor beyond this one vis­it: we seek to sell them a prod­uct, join our mail­ing list, buy tick­ets to our event or sub­scribe to us in a news read­er. Face­book is quick­ly becom­ing the most impor­tant email list and news read­er. If it con­tin­ues to inno­vate (and bor­row ideas from inno­v­a­tive com­peti­tors) it could quick­ly become a major com­mer­cial por­tal as well. As its adop­tion rate climbs with­in the ranks of our tar­get audi­ences, it becomes an effec­tive way to extend vis­i­tor rela­tion­ship and build more inti­mate brand identities.

This will change com­pa­ny’s inter­ac­tions with cus­tomers, who will start to expect and then demand real-time inter­ac­tion. This can take many forms – sta­tus updates, cal­en­dars, videos – but the empha­sis will be on imme­di­a­cy. The style will shift from slickly-produced mass mar­ket­ing to a one-on-one respon­sive back and forth. Smart mar­keters will think less in terms of sell­ing and more in terms of rela­tion­ship build­ing. Ana­lyt­ics and constantly-rolling A/B tests will give us a near real-time gauge with which to mea­sure the suc­cess of these rela­tion­ships. The reces­sion is bring­ing a new urgency for mea­sur­able results and might actu­al­ly help shift cor­po­rate and non-profit bud­gets away from high-price opin­ions and toward this new style of social-network-mediated marketing.

It will be inter­est­ing to see how orga­ni­za­tions adapt to social medi­a’s evolv­ing role.

Pushing houses across sandy soil

March 29, 2009
· Martin Kelley

I feel I’m being called to be pro­found­ly non-strategic these days. What do big words add to under­stand­ing? Our mes­sage is sim­ple. All we need to do is love God and care for one anoth­er. Our task is not to know all the answers but to sim­ply fol­low what small leads we’ve been giv­en and trust in the Lord that this is the work of the King­dom. It is too easy to adopt the clothes of a pro­fes­sion­al­ism that hide a preda­to­ry motive and mask the unspo­ken fear at the root of our labors.

But love ye your ene­mies, and do good, and lend, hop­ing for noth­ing again; and your reward shall be great, and ye shall be the chil­dren of the High­est: for he is kind unto the unthank­ful and to the evil​.Be ye there­fore mer­ci­ful, as your Father also is mer­ci­ful. Judge not, and ye shall not be judged: con­demn not, and ye shall not be con­demned: for­give, and ye shall be forgiven:Give, and it shall be giv­en unto you; good mea­sure, pressed down, and shak­en togeth­er, and run­ning over, shall men give into your bosom. For with the same mea­sure that ye mete with­al it shall be mea­sured to you again. 

I will wor­ry less about those who seem intent to push hous­es across sandy soil. I will dig down look­ing for the bedrock and I will invite oth­ers to join with their shov­els. I will stop wor­ry­ing about the specks in my broth­ers’ eyes.

And why call ye me, Lord, Lord, and do not the things which I say? Whoso­ev­er cometh to me, and heareth my say­ings, and doeth them, I will shew you to whom he is like: He is like a man which built an house, and digged deep, and laid the foun­da­tion on a rock: and when the flood arose, the stream beat vehe­ment­ly upon that house, and could not shake it: for it was found­ed upon a rock. But he that heareth, and doeth not, is like a man that with­out a foun­da­tion built an house upon the earth; against which the stream did beat vehe­ment­ly, and imme­di­ate­ly it fell; and the ruin of that house was great. Quotes from Luke 6.

Haverford Friends Meeting

March 25, 2009
· Martin Kelley

This Quak­er meet­ing sits along Philadel­phi­a’s Main Line sub­urbs and is mak­ing spe­cial efforts at out­reach. They want­ed a design refresh that would allow the heads of com­mit­tees direct access to their sec­tion of the web­sites. With mul­ti­ple log-ins and high con­tent needs, we went with the Dru­pal con­tent man­age­ment sys­tem, which has become the CMS of choice for many non-profits.

The design is built from scratch with obvi­ous nods to the Face­book look-and-feel: we want­ed some­thing that would seem both famil­iar and fresh to the young pro­fes­sion­al crowd that is this meet­ing’s most obvi­ous tar­get audi­ence.

Vis­it: Haver​ford​friendsmeet​ing​.org

Quaker video outreach, a talk with Raye Hodgson

March 21, 2009
· Martin Kelley

An inter­view with Raye, a mem­ber of Ohio Year­ly Meet­ing Con­ser­v­a­tive who serves on their Elec­tron­ic Out­reach Com­mit­tee. You can also watch it on Quak­erQuak­er: Quak­er Video and Elec­tron­ic Out­reach.

Raye: Ohio Year­ly Meet­ing holds our year­ly meet­ing in Bar­nesville Ohio – some peo­ple know us as those Bar­nesville folks. We have an elec­tron­ic Out­reach Com­mit­tee and that includes the over­sight and min­istry asso­ci­at­ed with our web­site. We spend time think­ing about how to open up to peo­ple who might be inter­est­ed in Friends’ ways and might want to know more about us whether or not they’ve ever read the Jour­nal of George Fox. We’re try­ing to expand our wit­ness, if you will.

One of the ques­tions that has come up in this elec­tron­ic out­reach group is: what types of com­mu­ni­ca­tion or video are use­ful for some­one to get to know us but also respect­ful of the fact that we do wor­ship and that wor­ship is a spir­i­tu­al­ly inti­mate time. We’re try­ing to bridge and deal with respect­ing the wor­ship­pers, the Friends them­selves, to not put on a per­for­mance and yet to try to com­mu­ni­cate what it is that is edi­fy­ing in prac­tice and worship.

Mar­tin: How do you give new­com­ers a taste of Quak­ers with­out direct­ing it too much? If you just have that silent emp­ty box it’s hard for new­com­ers to know what should be fill­ing that box.

Raye: One of the things Friends have done for hun­dreds of years is to pub­lish, to keep jour­nals and to share that. But that’s not all there is to the Friends expe­ri­ence. There are those qui­et times and those moments of min­istry that we believe are Spirit-inspired. Many of us wish we could give peo­ple a lit­tle taste of that because that does­n’t show up in a lot of pub­lished writ­ings. That spon­ta­neous and time­ly, and at times prophet­ic, wit­ness that we see in our Meet­ings. We have con­sid­ered dig­i­tal video as a way to do that.

Mar­tin: I love the video pos­si­bil­i­ties here. Video can be a way of reach­ing out to more people.

Raye: It’s not just any­thing that can be writ­ten. Cer­tain­ly the writ­ings that have been pub­lished are very help­ful in get­ting some sort of a glim­mer of where we have been, or in some cas­es where we are head­ed or where we are. But there is noth­ing like that expe­ri­ence of being with Friends in meet­ing. It does­n’t always hap­pen but there are these moments called a cov­ered meet­ing or a gath­ered meet­ing where every­body seems to be in the same place spir­i­tu­al­ly and when seems to be mes­sages and gifts com­ing through peo­ple. That’s dif­fi­cult to get across.

We’re hop­ing that with video we can dis­cuss these kinds of things after the fact. We don’t want to turn it into a spec­ta­tor sport or performance.

Mar­tin: Authen­tic­i­ty is a key part of the Quak­er mes­sage. You’re not prac­tic­ing what you’re going to say for First Day or Sun­day. You’re sit­ting there and wait­ing for that imme­di­ate spir­it to come upon you.

Raye: We don’t know when that will hap­pen. There are meet­ings where every­body is very qui­et, where there’s a sense of that spir­it and uni­ty but it may be an out­ward­ly qui­et meet­ing. I have been in meet­ings where some­one stood up and began to sing their mes­sage or a psalm or some­one had a won­der­ful ser­mon that was per­fect for the moment. These things hap­pen but we don’t know when they will.

Impromput Hammonton area Friends worship

March 13, 2009
· Martin Kelley

My F/friend Raye Hodg­son is tak­ing a train from Con­necti­cut to South Jer­sey next week for a vis­it, and locals and would-be vis­i­tors are invit­ed to my house for some wor­ship! Raye’s involved with Ohio Con­ser­v­a­tive and New Eng­land Friends and seems to be doing a cool sus­tain­able agri­cul­ture project these days (which I did­n’t know except for Google!)

It’s next Thurs­day, the 19th at 7:30pm in Ham­mon­ton. If you want to join but don’t have my address just send me an email and I’ll pro­vide details. There’s also a Face­book event list­ing for this. If enough peo­ple are inter­est­ed we can have more occa­sion­al Conservative/Convergent/Emergent Quak­er­ly wor­ship in this part of South Jer­sey! If you can’t make it but are intrigued by the idea, let me know and I’ll keep you in the loop. 

UPDATE: The wor­ship went well, about half a dozen peo­ple showed up. If you want to be alert­ed to any follow-up wor­ship oppor­tu­ni­ties in the Ham­mon­ton area send me an email and I’ll add you to my list. 

The peace of Christ for those with ears to hear

March 9, 2009
· Martin Kelley

Over on Quak­er Oats Live, Cherice is fired up about tax­es again and propos­ing a peace wit­ness for next year:

My solu­tion: Quak­ers, Men­non­ites, Brethren, and whomev­er else wants to par­tic­i­pate refus­es to pay war tax­es for a few years, and we suf­fer the con­se­quences. I think we should cam­paign for a war-tax-free 2010 in all Quak­er meet­ings and Mennonite/Brethren/etc. com­mu­ni­ties. What are they going to do – throw us all in jail? Maybe. But they can’t do that for­ev­er. No one wants to pay their tax­es for a bunch of Quak­ers and oth­er paci­fists to sit in jail for not pay­ing tax­es. It does­n’t make sense.

A com­menter chimes in with a warn­ing about Friends who were hit by heavy tax penal­ties a quar­ter cen­tu­ry ago. But I know of some­one who did­n’t pay tax­es for twen­ty years and recent­ly vol­un­teered the infor­ma­tion to the Inter­nal Rev­enue Ser­vice. The col­lec­tors were non­cha­lant, polite and sym­pa­thet­ic and set­tled for a very rea­son­able amount. If this friend’s expe­ri­ence is any guide, there’s not much dra­ma to be had in war tax resis­tance. These days, Cae­sar does­n’t care much.

What if our wit­ness was direct­ed not at the fed­er­al gov­ern­ment but at our fel­low Chris­tians? We could fol­low Quak­er founder George Fox’s exam­ple and climb the tallest tree we could find (real or metaphor­i­cal) and begin preach­ing the good news that war goes against the teach­ings of Jesus. As always, we would be respect­ful and char­i­ta­ble but we could reclaim the strong and clear voic­es of those who have trav­eled before us. If we felt the need for back­up? Well, I under­stand there are twenty-seven or so books to the New Tes­ta­ment sym­pa­thet­ic to our cause. And I have every rea­son to believe that the Inward Christ is still hum­ming our tune and burn­ing bush­es for all who have eyes to see and ears to lis­ten. Just as John Wool­man min­is­tered with his co-religionists about the sin of slav­ery, maybe our job is to min­is­ter to our co-religionists about war.

But who are these co-religionist neigh­bors of ours? Twen­ty years of peace orga­niz­ing and Friends orga­niz­ing makes me doubt we could find any large group of “his­toric peace church” mem­bers to join us. We talk big and write pret­ty epis­tles, but few indi­vid­u­als engage in wit­ness­es that involve any dan­ger of real sac­ri­fice. The way most of our estab­lished bod­ies could­n’t fig­ure out how to respond to a mod­ern day prophet­ic Chris­t­ian wit­ness in Tom Fox’s kid­nap­ping is the norm. When the IRS threat­ened to put liens on Philadel­phia Year­ly Meet­ing to force resis­tant staffers to pay, the gen­er­al sec­re­tary and clerk said all sorts of sym­pa­thet­ic words of anguish (which they prob­a­bly even meant), then docked the employ­ee’s pay any­way. There have been times when clear-eyed Chris­tians did­n’t mind loos­ing their lib­er­ty or prop­er­ty in ser­vice to the gospel. Ear­ly Friends called our emu­la­tion of Christ’s sac­ri­fice the Lam­b’s War, but even sev­en years of real war in the ancient land of Baby­lo­nia itself has­n’t brought back the old fire. Our meet­ing­hous­es sit quaint, with own­er­ship deeds untouched, even as we wring our hands won­der­ing why most remain half-empty on First Day morning.

But what about these emerg­ing church kids?: all those peo­ple read­ing Shane Clai­borne, mov­ing to neigh­bor­hoods in need, orga­niz­ing into small cells to talk late into the night about prim­i­tive Chris­tian­i­ty? Some of them are actu­al­ly putting down their can­dles and pre­ten­tious jar­gon long enough to read those twenty-seven books. Friends have a lot of accu­mu­lat­ed wis­dom about what it means the prim­i­tive Chris­t­ian life, even if we’re pret­ty rusty on its actu­al prac­tice. What shape would that wit­ness take and who would join us into that unknown but famil­iar desert? What would our move­ment even be called? And does it matter?

—–

Any­one inter­est­ed in think­ing more on this should start sav­ing up their loose change ($200 com­muters) to come join C Wess Daniels and me this Novem­ber when we lead a work­shop on “The New Monas­tics and Con­ver­gent Friends” at Pen­dle Hill near Philadel­phia. Methinks I’m already start­ing to blog about it.

Exciting Philly Convergent Friends opportunity

March 8, 2009
· Martin Kelley

ppThe most excel­lent Peg­gy Sen­ger Par­sons of Ore­gon’s Free­dom Friends Church emailed me today say­ing she and the equal­ly excel­lent Marge Abbott will be co-leading a work­shop at the Philadel­phia area Pen­dle Hill Retreat Cen­ter from 3/27 – 29. These two were cross­ing the­o­log­i­cal bound­aries and pio­neer­ing the Con­ver­gent Friend ethos long before Blogs, Twit­ter & Face­book. The work­shop is called “Are we still a dan­ger­ous peo­ple?” and as rock­ing as that sounds, I’d be will­ing to lis­ten to these two read the Salem, Ore­gon phone book for a week­end. If you have a pil­low stuffed with some extra cash ($200 for com­muters) then you should def­i­nite­ly try to make it (unfor­tu­nate­ly I don’t have a lumpy pil­low­case and can’t afford to take anoth­er three days off). 

Peg­gy wrote that she wants to make her­self “avail­able for the Sat­ur­day after­noon free time for a con­ver­sa­tion with any Friends who want to drop in and crash the par­ty.” That sounds good to me! If I can rearrange some child­care sched­ules, I’ll try to make that. That would be Sat­ur­day the 28th from 1:00 – 3:30pm.

More coming in from this weekend’s workshop

February 24, 2009
· Martin Kelley

Both of my work­shop co-leaders Wess and Robin have now checked in with pre­lim­i­nary reports. More mate­r­i­al is being col­lect­ed on the Quak­erQuak­er event page.

Wess and I have both been upload­ing lots of pho­tos to Flickr using the “quakerreclaiming2009″ tag. I’ve been upload­ing my video inter­views both on Youtube and Quak­erQuak­er. You can see them at the reclaiming2009 tag (I have the feel­ing we’ve just dou­bled the Quak­er con­tent on Youtube but it’s not that extreme). Any­one present with more pho­tos can either upload them to Flickr with the “quakerreclaiming2009” tag or send them direct­ly up to Quak­erQuak­er. Same with videos.