August 11, 2004

In a previous column, I asked the question: "who needs SEMPO?". I outlined some of my own "the Emperor is wearing no clothes" type observations and concerns about the organisation.

Article by Mike Grehan

I thought it may help provoke a little stimulating review of the purpose of the organisation by both the board and the membership. The reaction, in fact, was closer to a firestorm.

So, it was with great anticipation that I looked forward to the SEMPO members' meeting scheduled for the first day of the search engine strategies conference in San Jose. Here, I felt that, not only my own concerns, but those voiced by many, many posts in the various industry forums would be addressed and resolved... Wrong!

"Welcome to the SEMPO school for acting" is the sign which I obviously missed when I entered the meeting room. In something which was akin to an episode from a very bad soap with very bad actors, the meeting was stage-managed from start to finish.

In the first scene, SEMPO board member, Dana Todd, began with her "opening argument at a trial" type monologue, badly disguised as a meeting agenda. This segued into Barbara Coll's first scene where she played the part of the wrongly accused and headed straight for the sympathy vote.

There followed a commercial break... A very, very long commercial break (read sales pitches). During which, many people I observed, seemed to be attempting to win the title of yawn-stifling champion of the year. My colleague Chris Gaither, a reporter with the Los Angeles Times, sat next to me with his pen and notepad at the ready from the very first scene. By now, he appeared to be writing a laundry list and randomly checking email on his PDA.

Following the commercial break, we were treated to more of the same, but with one excellent high spot included in the form of some light relief presented by Rick Bruner. After the much awaited Q&A; had been forced back as far as it could possibly go, question time opened with a couple of plants who stood up to explain why they love SEMPO. It all culminated with an answer to a question from Noel McMichael, who gave his own JFK type alternative in "ask not what SEMPO can do for you..."

Now I was beginning to realise that everything here was about as representative as the genuine Kalashnikov T shirt I was wearing which I'd purchased in Moscow the week before: a bit of a fake actually.

I'd been quizzed by a few people on whether I'd be saying anything myself at the meeting. I had no intention of doing that as I was there to listen (having made my comments publicly already). But I realise now, that had I attempted to say anything, it's most likely that six cheer leaders would have appeared stage left, high kicking and singing "hey SEMPO you're so fine..."

The following day a private meeting was brokered between myself and SEMPO board members, including Barbara Coll and Mauro Lupi. This was also fascinating to me. After reiterating one of the fundamental points I had made in my earlier column - that of a representative for Europe but no board representation for the UK - I learned that this was actually a mistake on their behalf and they had never intended to give the impression that Mr Lupi was anything more than another board member. However, the press release at the time clearly stated:

"The Search Engine Marketing Professional Organization (SEMPO) today announced that Mauro Lupi has been added to its Board of Directors. The non-profit association also appointed Lupi to the newly created position of Chairman of SEMPO Europe. Additionally, the organization named seven international search engine marketing executives members of its new SEMPO European Committee."

This mistake slipped by all members of the board and the PR guy, eventually, mistakenly, slipping into an online PR distribution network. The same mistake seemed to occur live at the SEMPO meeting in London some weeks later, when Barbara Coll mistakenly introduced Mauro Lupi as SEMPO's newly appointed European representative. And where he mistakenly stood up, and gave a prepared address to the audience, presumably by mistake.

I've looked at some of the responses to the various posts made in the online industry forums. And they are few and far between from anyone officially connected to the board of SEMPO. I listened to every word at the "crisis" meeting in San Jose. And I listened carefully at the subsequent private meeting I had. They all have one thing in common: the sound of furious back-peddling and the odd waft of BS.

It would be extraordinarily sad and disappointing to see the good work done in getting the thing off the ground, to have it dashed because of the very poor handling of the recent situation. And it has been handled very badly in my opinion.

We do need a representative organisation. But we need one which is there to represent the interest of the individual members and not the board of directors and a few select "cash rich" SEM firms.

We do need to increase awareness of SEM as an integral part of the promotional mix. But promoting the people who "do the stuff" not the media companies and their advertising services. They have enough cash of their own to promote search engine advertising.

We do need a voice which can lobby and use our united strength when another search engine decides to do a Looksmart and change the rules overnight. But that would be very difficult if that search engine happens to have pots of sponsorship monies in the organisation kitty.

SEMPO admitted they had screwed-up in terms of their poor connect with the members and asked for more time and support. But as Barry Lloyd of “Make Me Top”:http://www.makemetop.co.uk (a Gold Circle member) commented: "I gave them five grand. What other kind of support do they need!"

Personally, I believe that, after one year and about quarter of a million dollars in the bank, support and goodwill has been at a premium for the organisation. If they couldn't hire a professional in that space of time to throw out a few newsletters and keep lines of communication open with the membership, then...

I wish SEMPO the best of luck for the coming months.

It's going to need it.

Article written by Mike Grehan,
CEO, Smart Interactive

Source: Net Imperative

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The opinions and ideas expressed by Mike Grehan are his only. Rank for $ales does not necessarily endorse nor approve the above article. This information is only provided as a service to our users.

        

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