Just to be clear, the Booz & Co. white paper on social apponomics is real. I didn’t make that up. I’d love to link to the official PDF version, but Booz & Co., being incredibly web savvy and all, have screwed it up and half the text doesn’t show. This shouldn’t be held against them, though, since their expertise is in social networks where missing letters are a sign of coolness (f U knO wot I mean). [Edit – they have since changed to a new URL and their article on social apponomics can be found here).
In setting up the poll I indulged in a couple of little experiments. The first was to have the choices appear in a constantly-changing random fashion. This is because most people think that right answers fall in the middle of multiple choice questions. In their article, “Guess Where: The Position of Correct Answers in Multiple-Choice Test Items as a Psychometric Variable,” authors Yigal Attali and Maya Bar-Hillel give a ratio of roughly 3 to 1 for this “middle bias.”
I then set about creating a fake quote that would be as meaningless as possible. I employed the Web 2.0 Bullshit Generator, which, at the click of a button, creates three- or four-word phrases cobbled from common Web 2.0 jargon. From these I took a couple I liked and put them together, making sure that they made no sense whatsoever.
For the real quotes I chose one that came close to being a reasonable and understandable sentence, and another that was utter bafflegab.
So then, how did they do?
Here are the three quotes, along with their results from the votes:
“The main value drivers for e-commerce are shifting from the direct monetisation of online traffic to customer life-cycle management.”
That was the real quote I chose as being almost complete bafflgab. One person thought it was fake.
“Community-based marketing is driven by keen insight, drawn not just from surveys and studies of customers, but from analysis of how they engage with products and services online.”
That was the real quote I chose as coming closest to a meaningful and understandable sentence. Seven people chose this as being the fake.
“Web 2.0 transitioning allows for long-tail ad delivery through undefined tag clouds.”
And that, of course, was the one I made up. Only one person caught on (or guessed correctly).
So out of nine votes (I told you — this is an extremely popular blog), only one picked out the fake quote.
So, to Ziva, who called my fake quote “almost poetic” I say, “Thank you.” I actually worked at it — although not with poetry in mind.
And to MikeWJ, who was convinced nobody in marketing would use the word “keen,” all I can say is that you have an excellent ear for vocabulary, but Web 2.0 marketers don’t. They really, really don’t.
And to Jon in France, who considered “transitioning” to be an illegitimate term, I am in full agreement. Marketers, unfortunately, aren’t.
And Leeuna, tag clouds are very real, and extremely pointless, and if you’re still getting e-mails from social marketers you should take a moment and read a few: they can be funnier than stand-up comics.
Last, but definitely not least, I want to thank The Skeptical Theurgist who dropped me a line to correct me on my mention of “Ivory Merchant,” which should be “Merchant Ivory.” I can’t believe I made that mistake when I had the words right in front of me. But I did.
And to everyone: Thanks for playing.
And here’s Frank William Abagnale Jr. on To Tell the Truth. He’s the professional imposter who inspired the movie Catch Me if You Can, in which he was played by Leonardo DiCaprio.
MikeWJ at TooManyMornings
August 13, 2010
This was brilliant, Frank, right down to the very real use of the paper, “Guess Where: The Position of Correct Answers in Multiple-Choice Test Items as a Psychometric Variable,” by Yigal Attali and Maya Bar-Hillel.
I bit into your little prank, and bit hard, although I still can’t believe “keen” showed up in a Web 2.0 marketing campaign, let alone their description of customers engaging with products. I will never engage with a product. Not without proper lubrication, anyway.
You should win the 2010 Frank William Abagnale Jr. award for fooling so many of us. I wonder if Ziva, being Finnish and a non-native English speaker, had an advantage over the rest of us? Or perhaps she’s just super-smart?
Frank Lee MeiDere
August 13, 2010
It was fun setting it up. Really though, it came about as a last minute answer to the question, “So why the hell am I talking about these people sending me e-mails?” And then I thought, “Contest!”
Of course, it wasn’t a contest (I have nothing to give away as a prize), but it was kind of like a contest.
Here’s a post by Bob Hoffman of the Hoffman/Lewis agency. He’s better known in the industry as The Ad Contrarian, and he’s been railing against this whole “consumer engagement” and “conversation with the consumer” for a long time. One of his best pieces is “Robbie and Ruthie Talk About Pickles.”
As for Ziva — I don’t know if she picked it or not. All she said was that she thought it was poetic. We’ll have to wait and see who owns up to it.
(Confession: I’ve not read the paper by Attali and Bar-Hillel other than the abstract. I knew there was a bias concerning placement of answers in multiple choice, but couldn’t remember exactly where it was and how much. I just peeped at their article to confirm.)
MikeWJ at TooManyMornings
August 13, 2010
Well, I didn’t even read the abstract. Just the conclusion: That most people pick the middle answer. But I wanted to make sure you weren’t fooling with us again. You know, a con on top of a con, which is the best con of all.
Frank Lee MeiDere
August 13, 2010
You don’t know how close I came to doing just that — but not with this (which was really just a spur of the moment thing), but a while back when those Liar awards were going around in which you had to post six lies and one truth, or six truths and one lie — whatever. What I was contemplating was apparently ignoring it, but making my next seven posts be lies or truth, and then on the eighth post telling everyone what I’d done and asking them to choose which they thought were the lies and which the truth.
In the end I decided that it was too much trouble. Hell, it’s hard enough keeping up with posting as it is. But damn, that would have been fun.
Ziva
August 13, 2010
I think you’ve just created a new form of poetry, Frank. Web 2.0 poetry – all tag clouds and marketing nonsense.
I have to confess, I didn’t actually vote because my browser was so slow yesterday that I was barely able to comment on the post. But if I had voted, I would have chosen the poetic one.
Frank Lee MeiDere
August 14, 2010
Roses are red,
Violets are blue,
All my long-tail ads
Belong to you.