I’ve been at BzzAgent for just over four years, and I think that we’ve lost our way.  I’ve got nostalgia, but I’ve also got perspective, and I’ll leave it to you to separate one from the other.

Back in the day of 20 employees, and maybe even in the days of 40 and 60, the Agents were our partners.  With ComDevs responding to BzzReports all day long in the office, there was a very real feeling of connection to the Agents out there.  Our work was pervaded with a sense that these people were helping us make this word-of-mouth experiment a success.  It was the Agents who were proving their worth to our clients; we were just the go-betweens and the cheerleaders.  In an “us vs. them” world, the clients were “them”, and we and the Agents were “us.”

Agents have become a “them.”  We commonly told stories about our most wacky Agents, which felt to us like stories about those friends whose quirks make you enjoy them all the more.  They taught new employees an unexpected and untrue lesson, though: that Agents are a crew of crazy people that we use, but whom we don’t really relate to.  Meanwhile, ComDev moved to a rotating group of faceless telecommuters scattered across the country, so we lost our strongest connection to Agents.  We had one employee who could be said to control the friendly BzzAgent “voice” and steer the Agent experience, but his role was limited as he launched another business, so the voice and experience began to be dictated by clients.  Employees used to be in almost every BzzCampaign, but now when someone asks what the latest BzzReporting interface looks like, no one in the room knows, and all of a sudden we aren’t Agents ourselves.  The words “our Agents” have drifted from meaning “our partners” to meaning “our possessions.”  And we’ve started to hear words applied to Agents that we’ve never heard before: lifetime value, monetize, dollars-per-click, dollars-per-acquisition.

Agents are now our cattle, and the Central Hive isn’t even the ranchers, who live with their cattle every day.  We’re the executives who are willing to serve poor-quality food because some cattle will eat it, because we maintain “reasonable attrition rates” and “above-average productivity”, and because more cattle are being born every day.

This business needs to remember that Agents aren’t to us what “consumers” are to other businesses.  BzzAgent was special because we treated people like they matter for more than their power to spend money and spread word-of-mouth.  Agents are our partners in a common mission, to teach corporations that empowered, engaged people make better customers.  And the only way to empower & engage people is to remember that everything that you learned about it at your last job is wrong.

How do we teach that to every employee, and get back on the path that we lost?

We have a lot of meetings at BzzAgent, probably not more than we should and most of them are quite necessary (though occasionaly I wonder if I wandered into the wrong meeting) and fruitful.

I know some of my peers who spend 90% of their time in meetings and it can’t always be fun. Luckily I don’t have to spend as much time stuck in one of our meeting rooms (Ortiz, Varitek, Pesky, Fisk, Yaz, …) but it’s not unusual that 4-5 hours of my days are spent around the proverbial round table.

But I have a trick.

A few years back when I started working at BzzAgent, I was setting up calendar synchronization between my personal calendar and my work calendar, something went seriously wrong. Every single French holiday (and some other religious and miscellaneous holidays) got added to my work calendar twice. As a result all major french holidays are marked in my work calendar as an all day event and no one can invite me to a meeting that day.

You want to meet with me on “La fete du Travail” ? No can do. Wanna talk about a new feature on “Mardis Gras” ? No way, José. You’d like to sit down and ask me about our redundancy plan on “La Toussain”. My day is full, sorry !

Now understand, I still show up to work, of course and use that day without meetings to make progress on many projects, documents due, upcoming deadlines and generally take a break from the meeting frenzy. It’s also an opportunity for me to celebrate my home’s holidays.

Happy Bastille Day, I’ll be at my desk ! French Erik

If you read the comments to last week’s rewards post (”On Frogs and Honeycombs“), you may have noticed that I said I’d try to reveal the date for “Shaloha” this week. Well, here’s the thing: I can’t blog about that just yet. We are working feverishly to get everything ready, tested, ready again, tested again, and ready again, again.  And we really (really!) don’t want to set your expectations only to have to reset them again. (Frankly this is why we’ve shared rewards information a little at a time … timing has a tendency to shift a bit when making a change of this magnitude.) So this week’s question has to do with Canada.

We heard from a Canadian Agent who, to paraphrase the great band WIlco, suggested we “remember to remember (her).” So this post goes out to all of our Agents in the North Country.

Our new rewards system will provide you with the very same benefits as those received by the US Agents. In fact, we expect the new system to resolve that pesky “duty” problem you faced when receiving rewards in the past. Our research suggests that you won’t have to pay a postal tax upon receipt of rewards in the new system (including Shaloha). So rest assured, there will be plenty of stuff for our Canadian friends.

And as far as a date is concerned, I hope to have more on that soon. It’s still on the tippedy top of my questions-I-really-really-have-to-answer-and-soon-on-the-BeeLog list.   But, we’re getting close………

Out of the 300+ entries for the Grapevine Introduction contest, we’re proud to announce we’ve selected a winner! Who won and what did they say? You’ll have to wait to find out when the book comes out June 24. In the meantime, we’ve chosen 4 entries we thought worthwhile as runner ups. Thanks again for all of the wonderful submissions.

[Note: Grapevine Paperback release not to be confused with June 9 release of Word of Mouth Manual: Volume II - yes it's confusing us, too!]

Grapevine Intro Runner Up #1: Submitted by BzzAgent Susie

Let’s face it! Don’t most of us rely on other peoples’ recommendations with the majority of our purchases? I know I do. Word-of-mouth is the single most useful tool in promoting a product. Manufacturers can throw their sales pitch all they want, but when it comes right down to it, “people listen.” We listen to our friends and coworkers. We listen to our neighbors and families. We listen to everyone rave, or gripe, about everything from toothpaste to the kitchen sink, literally!! Most of us don’t really trust what the manufacturer says anyway. We figure it’s his “job” to brag about his product. After all, he wants to make a sale. But we trust word-of-mouth because we figure those around us have no vested interest, no reason to lie to us. Since becoming a BzzAgent, I have become much more aware of the message I send forth on any given item. I am totally honest about what I liked, or disliked, about an item because I know that I want the same in return. I also make every effort to follow that up with reasoning behind my opinions.

That old adage, “I heard it through the grapevine,” is really true. Word-of-mouth, spread from person to person, is actually quite beneficial in most purchases we make. We can take the experiences of everyone we talk to and truly make an informed decision. Many times the pros and cons will grow as talk of an item works its way through the grapevine, creeping and growing just as a vine would, but that only gives us more food for thought when making decisions.

A perfect example of word-of-mouth is something that happened in my family nearly ten years ago, long before I became a BzzAgent. It all began when my husband and I bought a new minivan (I won’t mention make or model). We were so pleased with it, and yes, we bragged about it. Soon after, my brother and his wife purchased the exact same minivan, although a different color. Shortly after that, my sister and her husband bought the identical minivan. Within the year, two more sisters and their husbands also purchased the same van. That Christmas was a sight to see!! Five minivans lined up in my parents’ driveway, identical except for color. We all joked that we could have been doing a commercial for the dealer. But in all reality, it was word-of-mouth that convinced each of my siblings to purchase that vehicle.

The workplace is an excellent arena for word-of-mouth. Likewise, neighborhood and family gatherings are terrific mediums for spreading word-of-mouth. I, myself, used “girls’ night” and family get-togethers to sample new products, get opinions and pass along information about the products during various BzzCampaigns. I utilize user reviews for most major purchases, especially when buying electronics. People want to hear the experiences of others. They trust these evaluations much more than just hearing it from the manufacturer or through commercials. We want to hear true stories from ordinary people, just like us.

Ultimately, every decision we make about what to buy, or what not to buy, is our own. However, finding out through word-of-mouth exactly how a product will perform allows each of us to make an informed decision based, not on a sales pitch by the manufacturer, but rather on a “tried it out” test run by other consumers just like ourselves. What better way to get the real truth on what works and what doesn’t? The BzzAgent is definitely the most efficient method to get the Bzz….out there, and spread word-of-mouth through the grapevine, giving the ordinary consumer the true, hard facts about everything from A to Z.

Want to forever become part of BzzAgent and Word of Mouth history?

This Summer, Grapevine is officially going to be released as a paperback. To commemorate the release – and the amazing evolution of WOM since the hardcover was released in 2005 – we want to do something special: we want you to write the new introduction for the book.

Here’s how it works:

• You write a brief [more than a few paragraphs to 1,500 words [4 pages] max] introduction
• Submit it to us by January 28th, 2008
• A few hive denizens [including myself] will officially choose one for the book
• Once published, we’ll send you 5 free signed copies to keep or give out to your friends – and one signed by the entire BzzAgent staff.
• Of course, you’ll then be able to walk into any bookstore to see your fine handiwork in print in an actual book!

So, harness the Hemingway in yourself. Channel the Chaucer. Find the Faulkner and get crackin’!

Click the cover below for topic suggestions and all the dirty details…

Once upon a time, a long time ago, there were discussions inside the hive walls about the immense amount of data we collect from BzzReports.

It was decided that BzzReports needed a bit of a revamp, specifically WHAT we ask Agents to tell us. We ask A LOT of you: who, what, when, where are asked with generic answers in drop-downs, then we ask you to tell us how many people you Bzzed, and sometimes a few more things, THEN we ask you to tell us who, what, when, where etc. all over again in the text-box.

That’s a lot of info.

Well those days are over! Go submit some reports, if you haven’t already. It took a lot more engineering and planning than it looks, trust me (special shout out to Matt M. for building this), but we’ve now drastically reduced the questions and clutter on the BzzReport submission screen…is it easier for you?

Here’s the strangest thing about BzzAgent: the degree to which the public cares about us.

Much of my job has to do with sniffing out wolves in sheep’s clothing. We’ve been sandbagged more than once (on my watch) by journalists, conference planners and industry “experts” feigning an honest interest in BzzAgent, only to manipulate our words to fit their pre-conceived storylines. But while this shtick gets tiresome and redundant, it’s still preferable to working for a company that elicits no reaction from others.

But the degree to which reporters care about BzzAgent pales in comparison to the level of concern shown by our Agent community. Periodically I get to speak with Agents – you see, sometimes a reporter wants to talk to one, and if I feel the writer is not a masquerading wolf, I’ll make the connection. I am always amazed at how readily they/you agree to speak to the press (or even appear on camera!) about their/your experience Bzzing.

I received the message below last weekend from an Agent that was interviewed by the BBC about our UK launch. I marveled at the content for many reasons. I found it remarkable that our well publicized ousting of 10,000 “pests” seems to have affected our best Agents more than the pests, themselves. I found it staggering that a person would take so much time to write to a company that she neither buys from nor is paid by (what an odd arrangement!). But mostly, I found it extraordinary that someone could care this much about our business.

Of course, I responded to the email (and secured permission to post the message on the BeeLog). But what I think would be really interesting would be to know if other Agents feel the same way [and how they would respond had they received this email].

Hi Joe,

It’s been a while and I know that you are not the direct person to give this feedback to….but I am weary to submit it to the Frogpond lest they think I am negative and a troublemaker. So I hope you don’t mind….

I know the Frogpond is being pushed right now, but it feels kind of disjoint with the original purpose of bzzagent. Now, you know I love bzzagent and will talk to whomever it feels natural to talk to about every campaign…but I guess I’m feeling that the Frogpond sites DON’T feel natural. These are specific sites that may not ever apply to me and even if I do tell my friends – I can’t report and don’t get any acknowledgement for participating unless they participate. I guess what I am trying to say is that while being in the campaigns feels like I’m just telling my friends like I would anyway, the frog thing feels contrived – especially since someone else’s actions are needed other than just mine. It’s also still a little unclear how to get credit and how much you need for bonus points regarding frogpond – so I’m a little confused.

I don’t want to be one of those people who just go to sites and write whatever they can to acquire points – that’s not my style…. Perhaps I’m missing something about the concept.

Just honest thoughts from a loyal bee,

Hope all is well,

BzzAgent Tiara Diamond

Ok, time for a little role-playing. And no I’m not going to break out my eight-sided die and get all Dungeons and Dragons on you.

Let me introduce you to my evil cousin – BzzAgent JimO

“Hiya,

How’s it going out there?

Well, I’m doing pretty dang good! I’m kickin’ back enjoying my brand new coasters and my March of the Penguins DVD that I just received in the mail from BzzAgent. By the way this is the 3rd package this week of rewards from them. Ha! Score!

What? Wait you don’t have DVD’s and a bunch of other stuff from BzzAgent? Heck that’s the only reason I joined these chumps. Word of mouth schmord of mouth I say. I’m here for the free stuff! Anyway I can get my callus-covered hands on it. Oh, did I mention that I’m about to post these coasters on eBay?. Can you say free $$$ in my pocket? I sure can!!!

Today is a good day in Shadyville, MA.!

See, it’s easy to scam these guys. All I did was create a few accounts JimO, JimmyP and JamesO. Alter the address a little et voila ! Oh but that’s just the beginning. I also manage to rack up my BzzPoints by submitting a bunch of fake BzzReports and cut and paste them into a bunch of BzzReports.

So to recap how you can scam BzzAgent.

1. Create a bunch of fake accounts so you can join as many BzzCampaigns as possible.
2. Write up a load of phony BzzReports.
3. Sell anything you get on eBay for big phat coin!

And lastly, if they start to get heat of any of this simply bug them non-stop (and I mean really bug them) and post on the freebie boards that BzzAgent is scamming agents. It works like a charm every time.

Just think pretty soon you’ll be rolling in BzzPoints and BzzRewards. You can thank me later.

Woot woot!

BzzAgent JimO

PS – if you happen to get your hands on any acne medicine send it my way. It’s tough on the skin eating pizza all day in front of this computer.”

Is this a work of fiction? Yes, but Liz, Evan and I have come across plenty of BzzAgents like BzzAgent JimO.

Long story short you would be amazed with the number of different ways people try to manipulate the system. Sure it’s not good for us, but it’s especially NOT good for you. At the end of the day the people who scam the system take up spots that all of you legit Agents could be occupying. We sure as heck don’t want that…

That’s why I’m so excited about the more transparent / aggressive nature we’re taking with PESTS. JimO and people like him, you will be hearing from us soon.

Jono

Butman beat me to the punch with his recent 90Days posting, but here goes…

Things are very busy around here at the Central Hive, but I wanted to take a quick moment of your time to address a very important issue. PESTS!

There is a small minority of BzzAgents that take advantage of the BzzAgent system. Plain and simple. Fake accounts here, multiple accounts there, disingenuous BzzReports to rack up BzzPoints and so on and so forth. You’d be totally amazed (as well as a little saddened) with the garbage that people try to pull on us. I often find myself sitting here wondering how in the world people have so much free time in this pursuit. My advice? Find a fun hobby and/or take this energy and volunteer in your community. Trust me it’s much more satisfying than trying to spend your time trying to take advantage of us.

Which leads me to my main point. When people take advantage of us it affects the entire BzzAgent community. Each and every one of us! It really comes down to that. The time, effort and resources that we all spend on these individuals is time and effort that could/should be spent on improving things for hardworking honest (ie. the large majority of us) BzzAgents.

Here’s just one small example. When BzzAgent X creates multiple aliases for BzzCampaign Awesomeness Cleaner he/she/they can potentially be taking a “spot” that a legitimate BzzAgent could occupy.

So, YES, there are currently measures that we take to protect ourselves from fraudulent behavior. Additionally during the coming months we will be modifying and enhancing our fraud policies to further safeguard all of us. PESTS you have been warned!

In closing an extremely LARGE majority of BzzAgents are in this for the right reasons. They really believe (as much as I/we do) that they are part of something really special. In fact I can’t even begin to tell you the amazing stories that BzzAgents share about being so excited and thankful. It’s truly humbling!

Jono

Hey,

It’s official. We just registered out 150,000th BzzAgent!

When we began and I was begging my friends to join, 150K seemed like an insurmountable number. Heck 1K seemed like the ultimate challenge back in those days.

Here it is April 6, 2006 and we’re at 150K. All I can say is WOW!

Congrats to the entire BzzAgent staff (past and present) as well as each BzzAgent. Together WE all made this happen!
Jono

PS – Dave currently owes me 150 kegs of beer. That’s going to be one heck of a party…

PPS – Did anyone see that they, apparently, found the missing link? Am I the only one that finds this absolutely fascinating?

PPPS – (from Erik) No, Jono, I think it’s dope !