Archive for October, 2008
October 31st, 2008
There’s been a lot of talk lately about people saying you shouldn’t blog anymore. The arguments seem to break into two categories:
The problem with these arguments is that they’re missing the big picture, and that’s presence. Namely, your presence (either your company or yourself) on the internet.
The internet is a noisy place. It’s filled with every type of company and personality, all trying to make themselves heard all at the same time. (Marshall McLuhan would have exploded from joy if he’d lived to see today’s internet). Like standing in the middle of a loud party, it’s hard to be heard. That’s why presence is so important — people will pay attention to those they perceive as important. You need to be staking claims in a variety of places, and investing time and effort in key areas to ensure the quality and intensity of your signal can rise to the top.
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October 30th, 2008
Our team just flew back from Forrester’s Consumer Forum (and boy our arms are tired). This year’s Forum was held at the stunning Gaylord Texan which we jokingly referred to as the Bio-Dome due to it’s impressive indoor (yet outdoor feeling) western theme. Speaking of themes, this year’s theme was keeping ahead of tomorrow’s customer. Here’s a few highlights:
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October 22nd, 2008
I’ve been listening to the complimentary audio version of Seth Godin’s new book called Tribes and have to say it’s fairly dead on. Except I’d frame it slightly differently. While we may in fact be returning to tribal-like behaviors and looking for “leaders” of these tribes in the process, what we’re really craving is more humanity itself. I see clues of this everywhere, from the direct engagement (people talking to other people) as enabled by Twitter, to Apple’s Genius bar which gives us live, breathing and fairly smart people to help us when a human touch is needed.
What’s going on? We were told that automation, and flying cars would be the future—is it possible that we’re heading toward a future that actually feels more like the past even though it may not look like it? As a self proclaimed veteran of the digital space (I’ve been in it since ‘97), we thought the future of the Web would feel more human as the rate of technology and production advanced. For example, pre-recorded “avatars” could make a Website feel more human. Or could it? In the end the user always knew that they were getting pre-recorded, post produced humanity. It was human-like but not really human.
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October 17th, 2008
Originally published at Ad Age, Digital Next
As an individual, my blog is one of the most effective manifestations of “marketing” I could have produced for myself. I have a respectable audience that comes back as opposed to visiting it once, never to return again. People participate through comments and the content is distributable. But imagine if I started it the same way many large organizations launch conventional marketing initiatives. What would that have looked like?
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October 16th, 2008
“Make a Facebook Fan Page because it doesn’t cost anything. Create a YouTube Brand Channel to house your video assets – YouTube allows you to do it for free. Befriend 100 people on MySpace and create a Ning community because there are no fees…” If you’ve ever allowed yourself to say these things, please adjust your social media compass.
The expectation that social media tactics are free initiatives is a huge fallacy to both agencies and marketers. There are four reasons why a good influential marketing strategy should cost you money:
1. Focusing your scope costs money. Take the guess work out of social media by engaging a buzz monitoring tool. Before you decide on your brand’s approach, gain insight on the topics, tonality and volume of conversations around our brand before you get started. If not, you aren’t truly fishing where the fish are.
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October 14th, 2008
Originally published at iMedia Connection’s Blog
As many of you know, the beginning of the month saw perhaps the third largest bursting of a bubble ever (behind the .com bubble of ‘99 and the recent real estate market crash). This bubble, upon implosion, secreted a substance referred to by many as “Cubbie Blue,” a euphemism for the overwhelming enthusiasm displayed by North Side Chicago fans for their favorite baseball team which means they “bleed Cubbie Blue.” Ironically, the team they lost to, the L.A. Dodgers, also bleeds blue. So apparently what you had was a NLDS made up of Martians.
The passion that this fan base has for its team is on par with all the great team/fan relationships in history. I have friends who, over the course of the last four days, have refused to talk about baseball, who have spewed venom, the likes of which you don’t hear in the most heated political or religious debates. I even had one friend who picked up the phone, called the Chicago Cubs and demanded an apology.
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October 9th, 2008
I recently had the opportunity to both speak at and attend IDEA 2008, a wonderful design conference which exceeded my expectations. There were many take-aways for me, but here’s a few random thoughts that I’d like to share:
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October 7th, 2008
Originally published at Ad Age, Digital Next
Here is a recent illustration of how the web works. Chris Anderson, author of “The Long Tail,” is working on his new book in which he explores the notion of “free.” Rather than hole himself up in a cabin somewhere while writing, he uses his blog to test out content, source external perspectives and even ask for a little help.
Several weeks ago Chris put together a couple of rough visuals of his “free models” in the hopes that someone could improve upon them. A Critical Mass co-worker passed the blog post on to me, knowing that I might take Chris up on the challenge as I love solving problems visually.
Within minutes of my post being launched, Chris provided feedback on my visual, I reposted and he linked back to us.
The irony is that this little exchange is not only becoming more commonplace, but it’s also reflective of the fourth model Anderson outlines as the “gift economy.” People will provide things of value at no cost, and it’s likely that something good can happen in return – call it karma. Now that’s something to think about as marketers. When was the last time you asked your customers for help? When was the last time you listened? And when was the last time you produced something of value only to freely “give it away”?
October 3rd, 2008
Quick Links
Sites of the Week
October 2nd, 2008
For all that digital marketing is – efficient, interactive, impactful, measurable – there is one thing that it seems to consistently be lacking. Theatre.
When are you building a website or putting together a digital media plan, the requirements are usually pretty cut and dry. As an industry, I think we forget that some times ideas are more important than requirements. They aren’t more important, however. Don’t be Crispin. Everyone wanted to be Crispin and get paid for ideas. Turns out that most of their ideas don’t sell a whole helluva lot of product. The shop for distressed brands, we like to say. But I digress…
You don’t often think of technology and theatre walking down the aisle hand-in-hand. Jobs is the exception. Each time they announce something, it is shrouded in more secrecy than Tom and Katie’s marriage, eh, “contract,” or Bill Belicheik’s injury report.
Steve Jobs, technological maestro.
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