John Vaughan en Directors and Executives, Social Media Marketing, Social Media Visit PORTFOLIO on my website with detailed CASE STUDIES • The Communication Studio 18/10/2016 · 5 min de lectura · 1,5K

Priming the Pump

Definition: to do something in order to make something succeed for example: covertly setting money in a tip jar before anyone else has left "real" tips in order to ease the flow of tips by making customers feel more at ease with the idea of leaving money.

Priming the Pump

'Priming the pump' is a smart and well-established technique. We could spend several articles de-constructing how and why. In the meantime, let's just accept that people do it because it works.

In this article, I propose that 'priming the pump' is fundamental to beBee's strategy, on several levels:

  • Activity 
  • Buzz 
  • Subsidy

Activity : Big Shallow Numbers

beBee loves its Big Shallow Numbers, which prove that they're the powerful new kid on the block - especially as compared to LinkedIn. 
in my opinion

It would be nice if both services were transparent about how-they-count-"Views", but it's pretty obvious that beBee keeps track of activity in a way that allows it to claim a much higher viewership audience than LinkedIn. A common-sense look under-the-hood reveals the trick - but it doesn't really matter: Marketing has its numbers - and a message.

Another way in which beBee creates the profile of high activity and 'buzz' is by posting a lot of articles, which generate a lot of comments. We'll explore how it's done a little later in this article ...

Buzz: The Confluence of Influence Marketing and Stealth

beBee likes to identify itself as "the Affinity Social Network" and does so consistently and with great vigor. One thing that really identifies the beBee Aficionado is their strong emotional advocacy for the beBee platform.  This enthusiasm and cheerleading is very effective for a particular set of marketing techniques:

Influencer Marketing

The underlying premise is "... focus is placed on specific key individuals (or types of individual) rather than the target market as a whole. It identifies the individuals that have influence over potential buyers, and orients marketing activities around these influencers."

  • LinkedIn calls its partisan advocacy cheerleaders "Influencers". beBee calls them "Brand Ambassadors". Techniques differ. Intent is consistent.

Stealth Marketing

..."also known as buzz marketing, is any marketing strategy that advertises a product to people without them knowing they are being marketed to. There are many techniques in stealth marketing..."

Guerrilla Marketing

... is another variation on the theme. "To keep the product or service in the unconscious mind means repetition is needed, so if a buzz is created around a product and it is shared amongst friends it enables repetition ... One of the goals of this interaction is to cause an emotional reaction".

Viral marketing 

... "describes any strategy that encourages individuals to pass on a marketing message to others, creating the potential for exponential growth in the message’s exposure and influence."

The definitions offered here come primarily from Wikipedia: Guerrilla Marketing. It's worth reading in its own right - and offers a pretty good thumbnail on beBee's multi-channel approach to "priming the pump".

* the confluence (and ethics) of guerrilla/stealth/viral/influence marketing is a much-discussed topic for many social media & marketing professionals in the current economy. It deserves an article-rant in its own right.

Subsidy : You get what you pay for

beBee employs - literally - a large number of its users (50+ as of mid October, 2016) to act as 'brand ambassadors'.

The reward for Brand Ambassadorship is that you are promised an equity position* in the company. Granted, the actual value of your equity is speculative (beBee does not publicly announce 'how much it's worth' - but you're a already believer anyway). In any case it's undeniably a form of compensation.

beBee states that the role of the Brand Ambassador is

  • Boost beBee on the Internet (outward facing marketing)
  • Invite your contacts (provide membership & sales leads)
  • Write stories (produce content)
  • Share content (promote & proliferate)

Unstated - but clearly high on the agenda - is also to "comment" actively on beBee articles, thereby enhancing the image&sense of activity. In fact, creating 'buzz' internally appears to be a major function of the Brand Ambassador. More later...

* the equity position of Brand Ambassadors

"For every 1% of equity that beBee books for them our Ambassadors would receive $262MM."
Juan Imaz, Executive Chairman of beBee

beBee states definitively and legally - if not clearly - that "beBee Ambassadors may (emphasis mine) receive equity shares of stock in beBee at some future time" and beBee also states that this is "a potential (emphasis mine) benefit".

Legal scholars, nit-pickers, and apologists will point out that there's no actual, legal commitment to compensation.

Even so, I will continue to refer to the Brand Ambassador arrangement as equity-compensation-for services 
in my opinion


But, let's be clear:

beBee Brand Ambassadors provide their services 'on speculation'*

*The dilemma of "work on spec" is a major, painfully popular topic for many professionals in the current economy. It deserves an article-rant in its own right.

the beBee Pump Primers (BBPP's)

The title of this article is "priming the pump". Ultimately, that comes down to the actions of individuals. Let's take a look at who does the work:

For purposes of this ongoing discussion, I count both "speculative equity" beBee Brand Ambassadors and beBee management & staff employees as beBee Pump Primers (BBPP's) because they all share a common financial-reward-driven stake in the market success of beBee.
in my opinion

Beyond BBPP's: A large proportion of the engagers on beBee are what I tend to call wanna.bees. Are they purely selfless aficionados or are they motivated by the hope of becoming equity partners? Does it matter? In any case, 'the usual suspects' appear regularly as contributors and comprise a significant subset of the beBee culture. 

In practical terms, the pathway from aficionado to Ambassador is well-defined: a high proportion of wanna.bees are appointed as Brand Ambassadors.

the role of the influential 'ambassador'

My definition of the beBee Pump Primer (the BBPP):

  • beBee customer members who have been designated as "beBee brand ambassadors"
  • beBee management and employees

The rationale for combining these two groups of 'pump primers' is:

  • Both groups engage actively in partisan advocacy (s.a. cheerleading & promotion)
  • Both groups are compensated specifically for those activities

An Insightful Question renders Useful Metrics 

How many Articles, Likes, Views, Shares and Comments are supplied by beBee's compensated spokespersons (BBPP's)? 

I don't just share my opinions with you just because this is the socialNet so I'm entitled, I did a another little 'reality check' on my based-on-observation-assumptions. I examined the articles in the beBee dashboard, just as I did in the Mirror Analyses.

This time I looked - not for content (What was being said) - but rather for agency (Who was saying it).

The overall/general trends and pattern were not all that surprising, though I was a little taken aback at how big the numbers were. Here ya go:

  • Half (at least) of the articles are either authored by or "pointed to" by BBPP's.
  • A significant proportion of the comments on any articles are authored by BBPP's
  • Many articles are "double whammies" : a BBPP-authored post is also "pointed to" by another BBPP
  • Quite a few articles are "triple whammies": the BBPP-authored post that is "pointed to" by another BBPP is then commented on by multiple BBPP's

Net/Net:  beBee 'ambassadors' and employees comprise a huge proportion of the traffic on beBee

This lies at the heart of beBee's 'priming the pump' strategy
in my opinion

the informal TakeAway

Much of beBee's content, engagement, and promotional "buzz" is created by people who have (or believe they have) an equity stake in the enterprise.

beBee's numbers should probably be viewed in this context.
in my opinion

the Minefield of Analysis

I anticipate vigorous pushback from beBee Aficionados. If their reaction goes true to form, it will range from indignant "how dare you?" to dismissive "what's the big deal?" to whiny "why do you hate beBee?", with a goodly bit of personal invectivethrown in, as well. Often there's some semi-apologetic mis-direction, too, "well, LinkedIn is even worse!" Bottom-line:

beBee is not a welcoming or supportive environment for critical opinion.
in my opinion

... and so, I copy&paste my standard disclaimer:

my Disclaimer (and Boilerplate Apologia)

Painful experience with beBee Aficionados obliges me to add this disclaimer to any article which appears to treat beBee with anything other than breathless wonder and admiration:

"Well, I've probably really stepped in it this time. People can usually tolerate numbers - even if they refuse to respond to them. Analysis is often reacted to as criticism. And criticism is usually perceived as being negative.

The numbers are the numbers. My observations are pretty much on the level of 'obvious', 'understandable', and 'common sense' - or at least how I've intended them.

If you feel the need to ask "Why do you hate beBee, John?" Please don't.

By way of context, you might check out my many snippily critical posts on LinkedIn (They go back for years).

I've been analyzing and advising - or complaining (if you must) - about social media for a while. I've got some dirt-under-the-fingernails experience and skills, as well as a passion, to make socialnNets work - for everybody. 

 But that's a whole 'nother rant ...

the Caveats

As you may've noticed, I don't do a whole lot of judging in my articles about beBee - I try to keep most of my writing at the level of reportage -"just the facts". Of course, everything isn't necessarily transparent. Sometimes you must interpret. I try to do so in a straightforward manner.

Even so, some partisans feel that my exposure and presentation of facts is 'judgmental'. Too often, they don't react well. 
in my opinion

Hence: the standard Disclaimer above.

Here's a little more context on my approach to the topic of 'priming the pump':

"Priming the Pump" is an effective and proven strategy.

  • beBee primes the pump across several aspects of its business.

Priming the pump marketing techniques can be "dark-ish"

  • The success of viral/stealth/buzz tactics are often based on indirection, emotional motivation, and covert techniques
A socialNet that bases itself on trust and affinity owes its audience the Courtesy of Transparency.
in my opinion

I don't dispute the ability of a beBee Pump Primer (BBPP) to have an opinion or express it. 

  • A common standard of journalistic ethics is to reveal any "vested interest" you may have in the content you produce. 
beBee Pump Primers (whether speculative-equity Ambassadors or paid Employees) should be clearly identified as such - both within and outside of beBee
A(in my opinion)

In view of this, I propose that beBee's 'ambassadors' and LinkedIn's 'influencers' be re-branded - appopriately - as Promotionalists


Well, there ya go. I hope I've provided some useful context for examining - and perhaps consciously shaping- our environment. I've always liked the observation:

We Don’t Know Who Discovered Water, But We're Pretty Sure It Wasn’t a Fish

The keyword is ... Perspective

(c) copyright John Vaughan / The Communication Studio

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Social Convergence

How it all fits together

Milos Djukic 30/12/2016 · #30

#29 Yes @John Vaughan, It will be nice, but most of social media are very limited and focused mainly on profit and corporate marketing. A lot of things, but a little benefit for a real life of people.

John Vaughan 30/12/2016 · #29

#28 "This time next year, we'll be millionaires" Possibly - If we manage to be $uccessful $peculators.

Speaking of The Academy , @Milos Djukic: In one of the other threads, you listed the Index of your socialNet Profile (tho you did not include links). Many academic & research services. I'm familiar w/ some - and had even approached a couple (like Kudos) to see if their methodology and tools could migrate to a less rigorous (but still nominally professional) environment. Like LinkedIn. Or even wannaBeBee.

Not to belabor a too-complex issue, but - Wouldn't it be nice ...? if we had the tools and built-in processes with which to gracefully annotate, reference, cite, track, etc. our threads and topics. It's not just an academic exercise.

+1 +1
Milos Djukic 30/12/2016 · #28

"This time next year, we'll be millionaires" :) That would be speculative.

Academic cheerleader,

John Vaughan 30/12/2016 · #27

#10 Belated response to @Sara Jacobovici, who stated that this article's "first response came from @Milos Djukic who transcended the potential predicted types of responses you suggested"

True, Sara. FWIW: @Milos Djukic and I were well and actively acquainted (via LinkedIn) long before either of us got involved with beBee. I like to believe that we've shared a mutual respect for a while. It's also true that Milos transcends the unfortunate pattern of behavior exhibited by too many of beBee's 'ambassadors'. Is there a correlation? That would be speculative.

As @Max🐝 J. Carter notes in #26, there are clear behavioral patterns among 'ambassadors', with predictable consequences. Is there a correlation? That would be speculative.

+3 +3
Max🐝 J. Carter 30/12/2016 · #26

Here's the thing. the ambassadors do come off as cheerleaders and even worse some of them feel as though they can choose who is going to make it on beBee and who isn't.

At least that's what it looks like from the outside view.

When you detach from it and look at it objectionably, the Ambassador program is abused by the Ambassadors themselves and those who wish to take advantage of them.

Not all of them, however some of them use their position to create false stats and pad view counts and comments.

You can see it where on a buzz they come back to it every so often to comment or wait to share it to keep it at the top of a news feed,

A few people do this a lot to pad their stats.

Not all of them are Ambassadors it's the few Ambassadors that do it that are making the Ambassador program look like beBee is hand picking who their influencers are with out using the title.

Using the Ambassadors to make sure the influencers get their padded numbers and are referred to as the experts in any thing they do.

You can see this behavior throughout the site an it's when you step back out of it and look at it that is the picture that appears.

John Vaughan 19/10/2016 · #25

Part 1

There seems to be a fascination in with word-smithing 'advocacy' and 'influence'.

As becomes clear in the "Buzz" section of my article, there are LOTS of closely-related terms for LOTS of trendy socialNet marketing techniques. Many of them overlap - because they are so close in meaning, in intent, o The whole arena of dark-ish marketing remains something of a nebulous, moving target. How appropriate.

For simplicity's sake, I ask: "What is the intention of advocacy?"
A reasonable, short answer: "To influence."
What remains is ... branding.

You'll pardon me if I don't participate in the debate. "Techniques differ. Intent is consistent."

John Vaughan 19/10/2016 · #24

Part 2

Yes, @Sara Jacobovici, #10 the response stream on this article is *for the most part* pleasantly divergent from the usual knee-jerk beBee reaction. More on that later.

Kudos and sincere thanks to @Milos Djukic for laying some much-needed groundwork - and providing us with a lot of thoughful material (which deserves to be an article in its own right, Milos). Your support - both direct and indirect - has helped me get through some draining times here.

Sincere thanks also to @Phil Friedman for his longstanding support and well-reasoned arguments over a period of several very tough months in which beBee-as-a-socialNet-platform proved itself to be "not a welcoming or supportive environment for critical opinion."

Sadly, beBee's saccharine-but-toxic environment is not mere happenstance. It is policy. #21
We've still got a ways to go.

+1 +1
Laurent Boscherini 19/10/2016 · #23

Thank you John Vaughan for sharing your insightful and experienced point of view. Diversity is also part of beBee in its expression of freedom.

+6 +6