I'm a "member" of vocalpoint, (a product of Procter & Gamble) which is essentially a truly ambiguous e-newsletter with an equally ambiguous website.
Scott Karp, at Publishing 2.0 wrote about it once, and was under the impression that members would receive "a steady steam of samples," but what really happens is something else.
While they have sent me a few samples of products, what they've sent me mostly is promotional materials. Most of these are worthless. For example, when they were touting the Hamilton Beach Wave blender, they sent me a packet of cards containing nothing more than informational material on the blender. I don't know if they expected I'd stand on a street corner and hand these out, or what.
They sent me a DVD of Meerkat Manor last summer, prior to the programs' debut on TV, which I appreciated, but mostly it's like the blender thing. Junk promo stuff.
I get better promo stuff from the ad agencies who have me on their mailing lists. At least they send usable items once in a while, things like blow-up balls I can give to the kids.
The thing about Vocalpoint is that you always have the feeling there's something going on you don't know about. Somehow they choose members to do all kinds of things, yet there's no place on the website to find out what's next or volunteer to take part. They do have "surveys" on various things, but 5 or 6 questions with limited answers does not a study make.
If this is somebody's idea of "building community," then maybe they need to spend half an hour with Seth Godin, Dave Winer, or Doc Searls.
Of course I knew what this thing might be when I signed up, either as a data mining operation or a ham-handed way to build "buzz." I can see how some might feel used by this "community," since all the communication appears to be one-way, and then yesterday I got a message in my weekly newsletter that really made me wonder.
They introduced another online "community," and said at some point in the future, we valued members would have an opportunity to comment. Like we couldn't figure out where and what this thing was. My word!
This is what it is
I don't know what "capessa" might mean in any language, but it certainly does not mean "we have respect for our customers". Capessa is also a production of Procter and Gamble, the multinational corporation that has hired the The Zizo Group, an ad agency, which is no better equipped to provide pertinent life information to women than any other ad agency.
Oddly, the site includes a Yahoo Group which now boasts over 200 members, most likely employees of one company or the other. So far all the messages appear to be professionally written.
You really need to see this shred of excrement to believe it. What they've got going on the main site is a bunch of visually charming individual women who are identified by first name only. Inexplicably, at least one is a familiar TV actress purporting to have faced and overcome one of a variety of life challenges featured. Yeah, right.
Of course I went straight to the story from Yolantha who claimed to have escaped domestic violence. Apparently, she watched Oprah one day and decided to change her life. Now she is either writing booklets about domestic violence or serving as a missionary in Haiti. One is not informed which way this particular story went.
Another woman married a divorced (yikes!) man. As the site says; "Beth swore off dating in the hopes that time by herself would give her a sense of who she was. The alone-time taught her to never settle for less than she deserved and opened her eyes to meeting the man of her dreams."
Still another "saved" her months-old marriage after figuring out that not everybody thinks alike. Duh.
Yolantha's story, and most of the others about all their wonderful lives, looks like something out of the creative department at ZiZo. Their "stories" are oh, so suggestive with very little meaning. All written at about a 5th or 6th grade reading level.
If they expect to address mature, adult women with this content, then they have gone wide of the mark. I suppose this "community" would serve fairly well for that limited group of teenaged and pre-teen girls with nothing but time on their hands.
Unfortunately, when it comes to the links they provide for "resources" on domestic violence, a site called "Healthwise," there is real danger here. They are giving bad, and incorrect advice.
They actually suggest to working women that the HR department at their company can help them. All any HR department can or will do at best is refer them to a women's shelter, where - guess what! They do not serve fulltime working women!
The shelter will counsel these women to quit their jobs and expect monetary compensation in a divorce from their X2B husbands. But they won't let them in otherwise, and not many women are eager to quit their jobs and go into a shelter these days.
They also provide information on obtaining restraining orders without any discussion of the repercussions of these serious legal procedures. The site claims "the batterer" will be arrested. This is incorrect. Most places that have "must arrest" policies automatically arrest the man present, without any consideration of his role in the incident.
They do not tell these women that even a temporary restraining order has the probability of permanently destroying her husband's career and future earning capacity. If her husband is in the military or belongs to any professional association, such as those for doctors, lawyers, or teachers, he will be forever excluded from their membership, due to their misguided "zero-tolerance" policies. Military men are barred from reenlistment, and so must find other employment.
None of this is helpful to women seeking practical help in a situation where abuse is occurring.
P&G, is, in effect, giving their Capessa "members" information that will ultimately diminish their capability of purchasing their products in the future. Doesn't look like good marketing to me.