Louis Halpern's View

The Internet is where good political intentions clash with harsh realities.

Dick Morris, the famous political strategist and former adviser to Bill Clinton, calls the internet “the fifth estate”. He believes the net will shape politics in the 21st century, end representative government and bring a return to “direct democracy”.

For Morris, this will end the corruption in political life: “If legislatures become beholden to big money and special interests, then democracy demands that citizens have the right to bypass the legislature.”

The British population feels politically disenfranchised. In 1910 86.8% of the voted. In 2001 only 59% turned out to elect the new government. The latest State of the Nation polls, 2001 and 2006, indicate that 2/3’s of the electorate feel they have no power over government policies.

In theory, the internet should be the ideal medium for political communication. The net is fast, inexpensive, flexible, personalised, interactive and inherently democratic. Time and space are in short supply in traditional media, but on the internet the political parties and candidates don’t have to cram their message into a sound bite or a party political broadcast. They can speak with no limits, they can differentiate themselves by letting people see their full policies and they can contact voters directly.

The internet is the place where politicians can form relationships, understand where people are coming from, demonstrate the benefits and get people involved. The web should be utilised to create an engaging platform for direct action and drive the new politics of participation. The tools to do this such as Instant messaging, online ballots and social networking are already becoming a regular part of the new political process.

The current reality is that political websites are universally dull and boring. MP’s own sites and blogs are no better, leaving out of date content and not-quite-now campaigns stagnating. Updating their online diaries is often the only current content. Worse still, the tendency is for the political sites to serve solely as dumps for content in huge information reservoirs, presenting only the archives of what political parties want us to see. They are currently disconnected from what the public may really be interested in knowing. Visitors to political websites are met with a barrage of unordered information; policy statements, campaign messages, press releases, television and radio clips, online and syndicated news feeds. Yes, they can sign up to receive all manner of email communications – guaranteeing an endless stream of sound-bite-rich press releases into their mailboxes. But they have no conviction, no underlying themes, they just get the information out there and damn what happens to it afterwards.

The reason is that the main parties want complete control over each and every element – much to the detriment of finding out what the users actually want. This is because of the threat of being hijacked by opponents, personal attack and the use of obscenities. This is acceptable for Parliament and politicians but not the general public because inviting the public on to party websites to argue and debate is all a bit too “real”, which is why the parties turn instead to stunts and gimmicks.

The most interesting political use of the internet has not come from the main parties but from non-government organisations, creative individuals and some governments [for example: the petitions on the number 10 downing street website] that are experimenting with interactivity the way that some parties appear to be unwilling to.

The main political parties could use the internet to attract new members and they could use it to encourage political participation and debate. But so far, they have squandered all of these opportunities.

A huge chunk of my life revolves round the Internet and its myriad of websites. And what’s fascinating is how you keep on learning about this online world, even when you think you are well informed. I’m into SEO, or search engine optimization, at the moment. It’s the process by which traffic to, and through, a site is increased without using direct advertising. And all brands need to know how to use it well.

It’s obvious that companies simply won’t advertise on sites which have a low number of page views. But these sites need help, desperately. So, how can they be helped? What they need is to be pushed up the pages of the search engines, so more people will visit them, and then, because they are at the top, hope this becomes self-fulfilling. That would be a win-win situation, and it is possible. But to get there, you need to use Search Engine Optimisation.

All brands trying to break into competitive markets and increase traffic to their sites should try to get their site listed on the top page of the search engines under their key search terms. Having your website on the top page puts you a mile ahead of the chasing pack.

It’s like the Premier League. Arsenal (and Manchester United, and more recently Chelsea) remain at (okay, or near) the top, season after season. This is partly because being there (and entering the Champion’s League, for example) increases their revenue. They can then keep investing more and so retain those high positions. The same applies to SEO. Those pages ranked at the top of the search engines gain higher amounts of traffic and that keeps them there.

This all sounds like common sense, and it is. But actually doing it – and doing it right – is crucial. Keywords need to be placed strategically on a website so that they are noticed by search engines – this is how they determine whether the website has genuinely relevant content focused around its key search term. For example, if you had a page about Arsenal Football club, then those three words “Arsenal”, “Football” and “Club” must be included within the content, page title and URL. This way search engines automatically pick them up and then know what your page is about.

But it’s not that simple. Every key search term has masses of competing terms on other websites all trying to reach the top too. To make your website stand out, you need to do more – and I believe that link building is absolutely essential.

Links are seen as ‘trust bands’ by search engines, and they use these to show that your site can be relied upon. Your website should be linked with highly ranked or ‘trusted’ sites because search engines will then assume that your site can be trusted too, and push it up the rankings. The more of these links you can build up, the better for your site, while if your website links to ‘unwholesome’ sites or sites which aren’t trusted by search engines, they won’t trust your site either.

It’s a bit like being at school: if the teachers trusted your group of friends, they trusted you too. But if they thought you hung out with a less appealing gang, they’d probably be less inclined to give you the benefit of the doubt.

Here at Halpern Cowan, we have specialists working on SEO, and are using them to excellent effect. For example, eighty percent of Supernanny’s pages have improved their position on Google since we started our intensive SEO work. Over half of the site’s pages now appear in the top 40.

But while the results can be remarkable, I’m not recommending simply packing keywords in. For your site’s ranking to rise, keywords must be inserted strategically and with caution. Too many and your page will appear as spam. Too little and it will not be recognized. But get it just right and your website’s fortunes can be transformed.

I’m convinced that Social Technographics is the future when it comes to online marketing strategies. Not enough people understand what this is yet, but utilising it properly is essential if companies are to drive sales upwards in the Internet age. The best way to describe Social Technographics is as a methodology which looks not only at what determines participation on social networking websites, but also viral activity.

Here at Halpern Cowan, we have taken the Forrester Research methodology and applied it in a practical sense. Our aim has always been to improve online marketing strategies – allowing people to sell more from their websites – and our experiences show that Social Technographics can provide much added value to a brand. Naturally, this benefits our clients.

The Internet has taken power away from institutions and put it into communities. It has created an environment where people are comfortable with technology, using it both on a one-to-one basis, and also to communicate far more widely. Each month more and more people go online, reading – or creating – blogs, spending money, or visiting social networking sites.

Recent statistics reveal that 41% of youths visit a social network site daily, and that 92% of email users forward at least one web link every week. What a waste not to take advantage of all that activity!

But many organisations don’t take advantage. This may be because they don’t know how their customers use social technologies, or perhaps because they are inexperienced and don’t know what works, when or where. Some even have a more hidden fear – that just when they’ve mastered one technology, something new will come along and they’ll have to start again. They think, “why bother?” But they’re wrong, and missing out on opportunities.

Our strategy is first to profile the target audience for the product to be sold. Traditional marketing methods are not redundant, and should be used to find out who’s being sold to, and who’s buying. But after doing that, users should be grouped according to how they participate online, in social networks with user generated content, and normal websites. There is a whole world of online users out there – from what we call “creators” (who publish web pages or blogs) to spectators (who read them or listen to podcasts) and those in-between (like critics, who comment on blogs, but don’t generate them). All these people shouldn’t be ignored. In fact they should be specifically targeted and converted into customers and advocates of the product.

We work out how to target different types of Internet users, thinking about their online behaviour and buying lifecycle. We map out how users will participate – both now and in the future – finding out about their propensity to purchase, how they hear about things and how to get them interested. When we do this, we come up with a very effective way to generate online business.

But that’s not the end of it. It’s absolutely vital to understand what makes people want to move up to the next level of the Social Technographics ladder. We create a plan to keep the audience engaged, by using multiple participation points. These don’t need to be scary. First time “users” can be wheedled in by making it easy and fun – asking then when they first heard a popular song, for example – so they don’t even think about the fact that they’re taking part. Finding user generated content needs to be simple, and users should always be tempted to go to the website. That leaves you in control.

There’s a definite parallel between the new Social Technographics ladder and the traditional marketing lifecycle. Using them together gives you a very powerful tool.

Giving £200,000 to save endangered Arctic seals is now no longer enough. If companies are going to integrate Corporate Social Responsibility into their objectives, they need to do so with utter conviction and a dedication to doing it properly. They need to do it in line with their own business models and brand strategies.

CSR only works when it is built into the very fabric of an organisation and is actually weaved into a company’s ethos. It involves paying much more than mere lip service and involves a company actually becoming one with its stated CSR objectives. These objectives then become key components of its marketing strategy because the two can’t be divorced from one another.

We all can name one or two companies that have leveraged CSR into the heart of their organisation. Think Innocent Smoothies, Clipper Tea, Green & Blacks, Pret a Manger, Big Issue – their CSR philosophies are intimately woven into their brand image. The two can’t be separated. And this is where marketing’s future lies – the integration of CSR into the heart and soul of both a company and therefore also its marketing strategy.

An interesting example of how CSR can be integrated within a marketing strategy has been demonstrated by one of Halpern Cowan’s clients, Malmaison, the boutique hotel chain. The company is making a dedicated effort to source its hotel food and beverages form local suppliers. In doing so it reduces its carbon footprint whilst also boosting local small businesses, and further improving the quality of its offering.

Yes, it takes effort for Malmaison to source locally and the food costs might increase, but the overall community goodwill combined with a real sense of trying to be environmentally responsible is an intelligent strategy. Indeed, the extra few thousand pounds it might cost annually to source local produce is the equivalent of a quarter page ad in the Times. When viewed as a marketing cost, it’s negligible.

CSR initiatives, when done properly, are priceless because they demonstrate to their customers that ‘we’re all in this together – your issues are our issues’. Brands no longer become isolated but are viewed as partners by their customers. Indeed, CSR offers huge opportunities to show that a brand not only understands its customers but also that it is willing to stand in partnership with them. That’s one powerful strategy. But a word of warning: such a strategy demands courage, conviction and 100% commitment at all levels of an organisation.

Did anyone see Ryan Air’s full page advertisement mocking Gordon Blair’s aviation fuel tax in this week’s Times (Feb 28th edition)? Moreover, did you see within the same paper the advertisement by Virgin Media publicly chastising Sky? Both advertisements reflect a sea change in UK advertising.

I put it to you to you that ads that merely promote products may no longer work. Aspirational creative copy and Œhigh-life¹ art direction that serve to showcase the latest products are not achieving cut-through and more importantly not engaging consumers in any meaningful way. Aspirational advertising that focuses on wealth as a measurement of human value is being subsumed and overtaken by a groundswell movement towards social responsibility, environment and community.

The trigger points for this change are varied but driving the movement forward is digital technology. In an age of MySpaces, YouTubes and with 43 per cent of internet content now user-generated, companies are having to reflect a new culture of openness and honesty. The Internet has levelled the playing field and produced an online society where individual wealth is of minimal importance and, instead, human and corporate responsibility are the issues of the day.

According to insiders, BP now spends about 75 per cent of its annual marketing spend pushing green issues. Ads about high-octane fuel, additives and the latest engine-friendly oil no longer drive sales. Instead, BP only wants to talk about its forays into solar and wind power and how BP will help save the planet. Marketing based on corporate responsibility is being mirrored everywhere ­ Honda, Dove, Chevron, Marks & Spencer, Virgin etc ­they’re all at it.

M&S’ corporate responsibility chief, Mike Barry, came out publicly late last year and said, “M&S’ Look Behind the Label marketing campaign has been our most successful ever”. M&S’ group head of marketing was also quoted as saying the ads have “had a significant effect for a small investment”. The campaign simply informed consumers of the ethical credentials of M&S food and clothing.The advertising industry is not leading the way but simply mirroring what is foremost on consumers’ minds. Social responsibility, the environment, ethical trading and community are now top of the agenda and brands must wake up and acknowledge this mounting consumer pressure. Failure to do so will see brand values disintegrate in the new debates over carbon footprints, world poverty, third world sweatshops, fair trading, advertising to minors, nutritional values etc and, most importantly, communal well-being.

Humanity is raising its game and it is demanding that we, as advertisers, fall into line. Advertising in the future must therefore focus on people’s needs and communal well-being rather than individual aspiration and greed. Address this and the future of your brand will be safe. Ignore it and the future of your brand will be perilous.