peter.roj.as

According to documents Facebook filed ahead of its IPO, their average revenue per global user works out to just under five bucks a year. That’s a number that’ll surely grow over time (and in fact it has to, if they’re going to be worth the $100 billion or so they’re expected to IPO at), but the very fact that there is a specific dollar amount I’m worth to them made me wonder: why can’t I just pay Facebook that amount per year and opt out of them sharing my personal data? (Not to mention get out of having to look at ads or deal with any lame marketing.) I already spend a lot more than $5 per year on a lot of services, so it certainly wouldn’t be a burden for me to do so, and I’d surely gain a lot from protecting my privacy.

I know the answer, or at least I think I know the answer, which is that offering a premium membership like that would only make it glaringly for obvious for everyone the business Facebook is really in, and that tension between appearances and reality might undermine the whole operation.

Now I quit using Facebook a couple of years ago, and don’t miss it at all, but I certainly see the value in having a platform for sharing stuff with family and friends and tracking my social relationships. The fundamental problem is that Facebook’s business model is to leverage those relationships and the content and data that flow out of them in order to create a gigantic online advertising and marketing machine. It’s a cliche to say it, and we’ve all probably read this a few times by now, but with Facebook the users are the products being sold.

So if Facebook won’t take my $5 in exchange for protecting my privacy, maybe there’s an opportunity for someone else to build an alternative. You’d have to do something really difficult, and that’s require people to pay to use it, but you’d also be building a business where the users are your customers, and you’d be focused on protecting their privacy and data, rather than selling it, and at the end of the day you’d be answerable to them (or at least their pocketbooks). I’m not holding my breath, but ultimately we need to be aware of the trade-offs we’re making and that sometimes you have to be the customer if you want to be treated like.

About three or four years ago I resolved to get my inbox under control — like most people I was having a tough time keeping up with everything — and after a few weeks I was able to get there. Here’s what I do to stay on top of my inbox (and apologies if these are just completely obvious things to do):

1. Use Gmail

I know this isn’t an option for everyone and that there are plenty of people who don’t like Gmail, but switching from a POP3 client (I used to Thunderbird) to a cloud-based system was a big help for me. Seriously, before I used Gmail everything was mess. I couldn’t keep things in sync and I had a huge backlog of unanswered messages. Gmail’s system of threading and starring messages took a little while to get used to, but now I find it indispensable. Plus I can access my email on multiple devices without having to worry about keeping everything in sync. It’s something we take for granted now, but it’s hard to remember just how difficult this was for most people.

2. Don’t leave any messages unread

When you go through your inbox, delete everything that isn’t important right away. Don’t let anything sit unread, even if you already know whether you’re going to delete it or respond to it. Seriously, don’t do it.

3. Then either reply, archive, or star

Once you’ve deleted everything that’s not important, you need to either: reply to anything that needs an immediate response (or that can be responded to quickly), archive anything that doesn’t need a response but that you do want to file away somewhere, and star anything that you can deal with later.

4. If you can, take your time getting back to people

Email begets email, so unless you really need to get back to someone right away, feel free to just star their message and get back to them later. Otherwise they’re just going to reply to your response and then you’re right back where you started. That star is your reminder to yourself to deal with it later, so unless it’s urgent, don’t feel bad about getting to it when you can. It’s OK to have up to a couple dozen emails in your starred folder.

5. Use your phone to keep an eye on your email — but don’t obsess over writing back from your phone

I’ve been using my phone for email ever since I bought my first Treo in 2003, but I try not to write many emails from my phone. Rather then tap out messages on my phone, I use it mainly to process emails that come in whenever I’m out and about. Unless there’s something that requires an immediate answer, I’ll star anything that needs a reply and then hit them when I’m back at a computer and can more efficiently crank them out. Sure, there are times I’ll be in a cab with nothing to do and so I’ll hit a few messages, but unless you have some downtime you’re probably better off saving all those responses for when you’re at a PC and can write them more quickly.

6. Try to minimize how much noise hits your inbox

This is easier said than done, right? I don’t use Priority Inbox — I don’t trust an algorithm to make filter properly — so instead I try and eliminate emails that I know aren’t going to be important from hitting my inbox in the first place. Most people underestimate how much noise makes it into their inbox each day. Here’s my rule: If you find yourself deleting a recurring newsletter or notification or whatever from someone without reading it more than a two or three times in a row, either unsubscribe or create a filter that routes those emails out of your inbox and into the trash. It seems easy to just manually delete all those emails as they come in, but you’ll be less overwhelmed by your email if you just suck it up and keep them out of your inbox altogether.

7. Create filters

Part of minimizing that noise is creating filters for messages you want, but that aren’t super important. I don’t mind getting Fab.com and LivingSocial-type emails, but I don’t want them inundating my inbox, so I have a folder just for those that I filter all of those into. Same thing with notifications from any social network I’ve joined or email list I’m on that I don’t want to leave but also don’t want to be distracted by. Again, it’s easy to just delete stuff as it comes in, but we underestimate the cognitive burden that accumulates from doing that. Taking twenty seconds to create a filter is a pain, but they’re a small investment in lessening your inbox overload.

Anyway, I know everyone’s situation is different, so I’m not going to pretend I’ve developed some universally perfect system, but I thought others might find it useful to hear what I did. It’s definitely worked for me.

I’d like to think that CES was the most interesting thing to happen to me so far this year, but more than a few people have emailed/IM’d/tweeted asking to find out what happened after I posted that pitch Ogilvy sent on behalf of AmEx’s Zync card, so I figured I’d post an update.

It actually didn’t take long for representatives from both Ogilvy and AmEx to call after my post — it was maybe half an hour before my phone started ringing — and over the past week I’ve had some really good conversations with people from both companies. Everyone I spoke with was apologetic and made it clear that this was a deviation from their usual way of doing things, and I accept both their apologies and that this isn’t usually how they operate (in fact the reason I posted this email is because it seemed so out there).

Anyway, I wasn’t looking for an apology, but it was nice to get one and I sincerely hope they understand that my intention wasn’t to cause anyone any grief as much as it was to try in some very small way to reduce the amount of dumb marketing being done these days. It was pretty encouraging to hear from a lot of people working in marketing and PR who told me they agreed with what I’d written and also felt that there were smarter ways to do this stuff.

Yesterday I got an email from a social media marketer at Ogilvy about a new card that American Express is introducing and how they’d like to strike up an “exclusive relationship” with me. I wasn’t sure exactly what that meant by that, but I’d done some work for AmEx in the past — I spoke to some of their executives about the future of mobile a few years ago — and so I figured I’d at least see what was up. I wrote back (and this is all I wrote back), “Could you give me an overview of what you’re describing?”

The email below is what I received in return. If you can get past all the buzzwords (“for 20somethings by 20somethings”, seriously?), basically the deal is that in exchange for the “privilege” of signing up for the Zync card I get to give AmEx free consulting (because paying me would make me lie to them, apparently) and then host a party where I can market the Zync card to my “network”.

So let me get this straight: I get to sign up for a product where they make money (in terms of card fees), where I give them advice and insight that AmEx used to think was worth paying for (but now is not because that would make me dishonest), and then to wrap it all up I get to pimp out all my closest friends? I can’t believe AmEx would be stupid enough to give Ogilvy money for this program, I hope they convinced them to accept payment in Zync card accounts and tweet-ups.

UPDATE: I should make it clear that it’s not about getting paid or not getting paid — I’m happy to contribute to all sorts of things for free, even things for big companies like AmEx — this is about it being a very one-sided arrangement where one side seems be asking for a lot and not delivering any discernible value in return. Value can come in lots of different forms. I’ve beta tested products before and given my honest, unpaid feedback to those companies, but I did so because I felt like I got some value out of being able to use the product and learn more about it. There isn’t much offered here — I already have an AmEx card, so it’s not like I need to gain some experience using. The value only moves one way, from me to them. They’re asking to leverage my usage, my knowledge, and my network.

Hey Peter,

Not a problem! So, here is the deal: If you don’t know Zync…

Zync is the new American Express Charge card for 20somethings. This card is created for 20somethings by 20somethings that is all about customization: consumers can choose packs of benefits. So if you like buying say tech products, you can specifically choose the tech pack tailored to your needs to give you extra membership rewards. It’s all about you and what you want.

Another important thing to know is that the card is currently in beta testing – that is where you come in. As a person who is in the tech world and is out and about in the New York City scene we felt that you would be an awesome person to test out the card and be part of the ongoing discussion with product development team. Since this card is in beta, this truly is a card that is for you by you: you get to choose during beta what works and what doesn’t.

Lastly, since we want this to be genuine, we won’t be paying you for your time to participate because we want the feedback you give to be honest. The benefit is that you have an access to an exclusive relationship with the Zync team, cool events, special committee standing in our Zync Tank and the opportunity to host your own tweet-up, completely paid for by the Zync team. All that is detailed below-

o Zync Immersion Event:

§ To start the relationship, we want to get you to know Zync

§ While we enjoy our PPT presentations, that is not how we want you to get to know Zync

§ For this day, we will be doing fun activities all around New York City so you can really interact with the Zync team

§ This will be a one-and-a-half day experience full of exciting and exclusive events that tie into the Lego Packs (eco, tech, social and green)

§ This will take place sometime in early February

o Zync Tweet Up:

§ While we are looking for feedback we are also celebrating the development of the new card

§ For this, we want to co-host Zync tweet ups for you and your network

§ Will be held in top metro areas (e.g. New York, Chicago, Los Angeles and San Francisco) themed around one or more Lego Packs

§ Events will be for 25 – 50 people at fun locations related to packs such as Brooklyn Boulders

§ This will take place sometime in February/March

o Zync Tank:

§ Since you will be a Cardmember, we want you to get the full experience of the beta testing of the card

§ For this, we have something called Zync Tank. Zync tank is our online community/listening tool that we use to get sentiment of Zync from Cardmembers participating in the beta program

§ With this relationship, you would be able to be part of the “Special Committee” in which you really get to provide feedback to the product development team on ideas for iPhone applications, the next packs and much more

There is a lot that we want to accomplish. With you, we are not asking you to write anything on our behalf or provide us a post. Merely, as a person we value, we want to experience the card with you while we develop it so it’s not just American Express but from a person who really can put a lot of value into the card and perhaps vice versa.

Let me know if you have any other questions. I’ll touch base with you tomorrow to see if you are still interested or have any questions!

Best,
Priya

…and testing to see if it’s working properly.