Sunday, December 21, 2008
I'm enjoying a final glass of wine after a wonderful Chanukah party with family. We played, we watched sports, I had a hundred eager helpers to take care of Harry. I'm not ready to discuss the Jets loss, but although the Knicks lost, this Chanukah, I'm thankful for Nate Robertson. (is that this holiday?)
He is 5' 9''. This isn't a dunk contest, or an alley oop, or a fast break. this is a put back off an offense rebound. Are you KIDDING ME!!!? Points off the offense boards alone are pure hustle and scrap plays. You got to work, no one's setting you up, and your not relying on trickery or snazziness. Its just force, will, and attitude. Its, "I'm not leaving this side of the court without a basket, and its not going to be cute. Maybe we will miss, but I will outfight you for the ball, and put the mother in the hole. Mother-EXPLETIVE" This is that on crack by a guy almost a FOOT shorter than the average NBA player. Enjoy.
Please Donnie Walsh, don't trade Nate.
Tuesday, November 25, 2008
Darren makes salient points about how engagement mapping will make banner ads more measurable, that integration with other mediums can enhance the value, and that there are business models and client careers invested in building off of these tiny little banners.
I totally agree with him.
Your probably thinking, "Greg, you are a fence sitting, waffling, vacillating, weak-kneed codfish hemming and hawing your way through your career trying to be everything to everyone." At least that's what you'd be thinking if you had a thesaurus handy.
Truth is he is right. The problem is that he's only addressing a portion of a robust communications plan. There is an aspect of a strong communication plan that relies on engagement, and a portion that relies on impact and disruption. Why can't the digital landscape house both? 200 million Americans are going to eat ketchup this month, how many of them are going to play (even the coolest) ketchup game or engage AT ALL with ketchup marketing. 1%? 2%?
That said, I don't think banners are "dead", I think they should continue serving their role of being low cost, navigational media that survives on targeting the perfect people at the perfect moment. Perhaps leads to immersive experiences that drive Word Of Mouth.
But as much as engagement is useful (and probably underutilized) the money in disruption is currently much larger. Whether its entertaining the masses to generate a feeling about your brand, or getting the word out about a sale, or owning a moment of popular culture, advertising often needs to get in peoples faces.
In order for digital marketers to have the strategic conversations with their clients about how much to allocate towards disruption and how much to allocate towards engagement, they need to accept that the disruptive piece has value.
When all the digital ad sellers and digital ad buyers ignore that, we reduce ourselves to a niche and get left out of the big picture discussions.
Thursday, November 13, 2008
Monday, October 27, 2008
Here are 3.
The ad industry luminaries are going to have to roll up there sleaves and do some real work. Everyday hard-working smart people hustle, think, and sweat to bring marketing campaigns to life through complex bureaucracies only to unfairly read some luminary (that hasn't executed anything in years) snipe at them from their blog for not living up to some myopic tactical ideal. Later for that. Job descriptions of "I go to conferences, blog and Twitter" are going bye-bye. Some will roll up their sleeves, serve their clients and push the industry forward with action rather than opinion. The others will go back into the family business, or start selling something. "I used to be the Mobile Evangelist for ZebraZoo, and I can tell you, your clients need to advertise on calling cards!" Enjoy kicking them out of your office.
New digital media opportunities will be made available. Anyone hear this before the burst bubble burst. "You will NEVER buy an ad on the front page of Yahoo". I did. Now, for a price, I can turn it into a carnival. I know many luminaries hate this because its "intrusive". And to that I would quote Hyman Roth
We're in advertising. Sometimes we have to intrude on people to sell our products. I understand all the benefits of conversation. Engagement is a growing piece of what we do, but sometimes people need to be interrupted to learn that people buying a Toyota will be saved by 0% APR's and Subway sandwiches has some excellent $5 footlong options. Its not sacrilege to embrace that side our business. So let's see digital opportunities that are little less small and out of the way and might actually disrupt and impact people.
We will finally stop having to play pattycake with Millenial employees. I know I'm not the only one to notice this latest round of kids out of school that have known nothing but growth and 15% annual raises and complaints about working late. (not the ones that work for me, those are the best millenials alive, no joke) I've been saying for a while, these other kids need a little recession to whack them in line and recognize that this is the time in their career to work their asses off, learn their craft, and be reliable. To them I quote Judge Smails.
So yes I've quoted Hyman Roth and Judge Smails. Not the most beloved characters of American Pop Culture. I've praised interruption and minimized conversation and engagement. You may think I am the oldest, orneriest 31 year old in the world. Read the rest of this blog, you'll see I understand the value of conversational marketing, giving high level opinions, and even youth culture. But momentum usually carries popular ideas past rationale ones. Alot of digital marketers need to understand the historically successful ways of marketing products and the younger generation needs someone old fashioned humble pie.
Maybe its somewhere in the middle of these high minded new ideals and an old school approach that will sell the most stuff for my clients. And if it takes a recession to realign the talented people that work in marketing to achieve more success and become more valuable to their employers and patrons, so be it. Hopefully it will make us all richer in the long run.
Saturday, October 11, 2008
In case your wondering, he's calculating pie.
And if you haven't seen enough of this little ball of awesome. Go here.
Monday, October 6, 2008
Through Twitter Search I saw that Tom, (who I didn't know at the time) was keeping up posts aggressively, so I pointed my collegue to Tom. After speaking to him at the break and following his blog, it became apparent that it was worth my while to pay attention to what he says so that I can copy it and feign brilliance.
I've been trying to imitate really smart people and taking credit my whole career and no one seems to care. So I'm taking it a step further. For those that I work with, I WILL BE TAKING CREDIT FOR TOM'S EXPERTISE OFTEN. Feel free to beat me to it.
Check his blog out today and on the first page you'll:
- Learn what marketers can learn from this election and social media's role in it
- Read about a fantastic Kraft social media case study
- See new innovation by the New York Times that justifies "tradional media" role in the digital landscape
- Laugh at a hysterical video encouraging kids to vote or not to vote (with lefty celeb's almost holding back their gushy Obamalove)
Tuesday, September 30, 2008
Interview Clay Shirky from MarketingFacts on Vimeo.
He covered a lot of ground here but one of the more interesting points for me was that when bringing to life social ideas we can stand a little less planning and embrace a little more failure. Instead of investing tons of time and money on 1 idea, take a little bit of money and time and get 10 ideas in the marketplace. This might be a way to get more people participating with your idea (or if your a marketer, your brand). Then watch what happens kill the failures (learn from them), and optimize the success.
If you can agree that participation has value in its own right, that it in fact creates more passion around your brand, and that passion (even amongst a few people) makes your other ad tactics work harder, why not try a little more fail and little less plan.
Wanamaker says 1/2 your advertising doesn't work anyway. Grab a little money from there.
Saturday, September 27, 2008
Thursday, September 25, 2008
Sunday, September 21, 2008
I'll try and sum it up as best I can here, if its interesting I suggest you check it out yourself and endure the same 20 minutes of pain that I did.
People's decisions are often truly made by their subconscious while they credit rational conscious reasons. An experiment in Ann Arbor, MI (go blue!) laid 4 of exact the same products and asked people which they like better. Most people picked one, and provided detailed rationale reasons. They were obviously nonsense (same product) but the patterns that emerged were driven by tactics playing to their subconscious (such as how the identical products are laid out on the table).
So if people's choices aren't always rational why are most advertisements focused on delivering rational sales points? And how does this tie to digital advertising?
Rational ideas "fits very well into rational organizations where order, analysis and control are always assumed to be the best ways of getting things done". Its hard to sell through (and stake your reputation on) ad ideas that are more emotional than rational. If it goes wrong you are a very easy target for blame. Blame holds back promotions and loses ad accounts.
Expecting an ad to "sell your product" is probably giving it more credit to advertising than its worth. Advertising should make products sellable. There's a difference. Friends recommendations, trusted editorial, specifications, details, salespeople, what you serve a customer after he searches for your product on Google, those things sell product, . I think most of your ads should create enough curiousity and positive feelings to setup those communications.
I think people's natural muting of advertising in their lives are due to many ads over-reaching their natural capabilities. Advertising needs to entertain and be enjoyable in its own right. Who wants to watch a sales pitch, but I can watch this all day.
New technologies can make advertising more than entertaining but functional and useful. As a Nascar fan, this was very helpful.
Now I don't think ALL advertisements need to cater to our subconscious. As I've always advocated, some ads plant seeds (subconscious) some harvest crops (very rationale, very conscious). A good marketer uses both.
Wednesday, September 3, 2008
Friday, August 29, 2008
Obama did put an ad next to searches about his speech from last night.
On a huge news day for the campaign, Obama will send more people to a crafted campaign message than McCain. McCain searches will be distributed across some positive coverage, some negative coverage, some crappy coverage, but none to a strategically developed message reinforcing his overall campaign architecture.
Some decisions are hard, not this one.
Tuesday, August 12, 2008
Within 8 minutes there was a bunch of mentions on Twitter. Tweeters included @jannygirl (over 500 followers), @designmom, @ederdnover, @lbbinc (all over 200 followers)
B/c of social media when you surprise, delight, inspire, entertain, motivate, enlighten, or teach people its so easy for them to tell EVERYONE (not just those within shouting distance) and sometimes they do.
The Phelps thing was so obvious, on point, and cool. Working in digital marketing its so easy to get caught up in a lot of jargon, tactics, and techs. Getting a spot ready to go in advance of Phelps making Olympic history was just a cool idea, not a digital thing to it.
Social media makes cool ideas everywhere more effective. Is the growth of digital media going to make TV advertising less important? I'm not sold on that. But I do think it will make weak TV advertising less important.
Wednesday, August 6, 2008
Marketers operate this way too. Anytime they get your attention, they are trying to get you to spend your money or your time on THEM. The folks behind Dr. Horrible, don't operate this way and I love that.
My Twitter friend Dr. Horrible tweeted about this link this AM.
Maybe you hated this campy musical and you might have already seen this campy video about a kid dancing around the world. The important thing to recognize is that here's someone who's marketing without selling. Here's someone who's trying build real relationships. And I think it will pay off.
I know the skeptical view of this. With the limited amount of people's attention I invest in getting why drive people to a video that doesn't tell anyone anything about me (or my product)?
My answer. If you do it once, it doesn't do anything. But over time if you establish yourself as a valuable resource for your fans to find entertainment (and in Dr Horrible's case become a curator for all things campy and kitsch) then the next time you put something out you've got some chits in the bank with some very important people.
Not only will these fanboys buy the Dr. Horrible dolls, and signed posters but their passion will give other people permission to pay $40 for a family to go to a film, or buy a DVD. It will inspire the curiosity of everyone they expose to their fanaticism. And maybe when a TV commercial hits their DVR, an ad hits their magazine, or banner runs over their email, they might not completely ignore it, and they might be driven to theaters, TVs or bookstores.
Sure, the 7900 people that receive Dr Horrible's Twitter message could've been pointed to something more "promotional" but I don't want to be friends with someone who's constantly trying to sell me something. And I'd be less interested in their tweets as well. Thank goodness, the Dr. doesn't do that. I would've been out of the loop about how I can learn about the adventures and schemes of Fake Thomas Jefferson.
I'm already excited to buy it.
Friday, August 1, 2008
I am rarely political usually because I disagree with most people I know on most political things. I've learned over time, no cares what I think. But here's an issue I can get behind... who the hell is against our elected representatives using social media to communicate with their constituents?
What did your congressman do today? This month? This year? I have no idea, but if Facebook can keep me up with what my high school lab partner ate for lunch, I can certainly read a daily 2 sentence update on how my Congressman is spending my tax money.
So how do you fight against this ridiculous banning of communication? Use social media tools. I love how they applied the same approach I learned from my old basketball coach, Eric Stein. K.I.S.S. Keep It Simple Shithead.
You can read the entire website in under 2 minutes then use social media to easily follow this issue and make your voice heard. You can keep up with the leaders of this fight on Twitter, read how people are talking about it, check out all the web links through Del.icou.is, and declare your advocacy through post a button on your blog (or MySpace Page, or whatever you have) or by simply a copying link into your Twitterfeed that says " Congress, change the rules. Talk to us on our social networks. http://LetOurCongressTweet.org Let our Congress Tweet! #LOCT08" The movement has left the website its out in the world.
So basically to close the loop on the metaphor, this fascist rule about limiting communication with our elected leaders is Aldoran (Princess Lea's home planet) and social media is the Death Star about to blow it into tiny pixels.
Now get in the conversation.
Thursday, July 31, 2008
Keep your eye on Joss Whedon (the creator of this webisodic content). I expect many extensions of this, he's got my money and time and the money and time of many others. Very excited to see if he blazing a trail for professional produced content on the internet.
Here's how he rolled it out.
Thursday, July 24, 2008
The reality is producing a show that can entertain the masses is difficult and expensive. There are only so many writers, actors, designers, & artists that can achieve it AND this is America AND they cost ALOT of money. You might be able to get a new writer to create something amazing on the cheap once. But they'll get more expensive each time they succeed and graduate to TV or Film, because that's where the money is.
So does the internet advertising business model support the costs for this talent? Not yet, not close. Because the internet is so vast and easy to navigate that every publisher is scared to interrupt a user. The ads are typically tiny, certainly out of the way and if you want to break these standards the rate becomes super high thus you reach less people.
Internet advertisers need users to choose our "experiences" for them to deliver value. When chosen, this type of advertising is uber-impactful. I don't think TV can match it. But that happens 1 out of 100 times if you're lucky (and good). So, 99 times out of a hundred you just paid for a non disruptive ad that gets limited attention.
There is a role for driving audience participation in marketing. Maybe that role is bigger than it gets credit for but there's a reason TV killed again in the upfronts. Its because impactful + scale is more valuable to most mass advertisers than uber-impactful and niche.
And until internet advertising can disrupt people at scale with an impactful message I don't see how it funds the kind of entertainment America expects.
Wednesday, June 18, 2008
The response is that scale allowed is extremely limited. They say I could only buy about $15k worth of media in month. With the scale my advertisers are trying to reach its logistically inefficient to invest the time to go in the CPC system.
What is $15k of media or 15,000 clicks going to do for advertisers trying to effect the behavior of couple hundred million people? Yes, they might seed a viral explosion, but 1,000,000 people can seed a viral explosion a lot better.
I think this is another example of Facebook being inconsistent. Beacon was literally going to change advertising as we know it and then completely backed away from. Rules constantly change for application developers and they don't know which end is up. Advertisers get pissed because Facebook will posture that CPC is a great product unless you have real money to spend.
All this makes it difficult for their larger marketers to determine how Facebook fits in the very BIG picture of their marketing. Until that happens there are not going to be any HUGE ("sure I'll cut my TV budget type") bets. Want proof? Click here.
Facebook needs to get past the point of throwing a bunch of shit at the wall and seeing what sticks if it wants to swim in the deep end. Until we know where you stand and confidence that what you say to today will be true tomorrow, and true for everybody (especially your largest customers) advertisers might dip their toe in the water but we won't throw down.
I hope the new COO gets this together.
Monday, June 9, 2008
Sunday, June 8, 2008
- 53,381 MySpace friends
- 136,793 Facebook friends
- 386,341 MySpace friends
- 894,666 Facebook friends
Aside from the obvious, Obama's supporters are younger, have more time on their hands, and have been involved in a heated primary for 6 months, the numbers say something else to me.
Both candidates have more friends on Facebook than MySpace by a little less than 3:1. But MySpace total US traffic more than doubles Facebook. If they are both similar "social networks" the numbers would be opposite. If they had the same level of activity, that would favor Facebook a lot but this is pretty crazy.
People are just a ton more likely to share political views on Facebook, what else are they more likely to share? Alot would be my guess. Think marketers should care about that?
Saturday, June 7, 2008
If you can build an engine for passive communcations between people like Newsfeed and have a level of ubiquity you can change lives. Tivo, cellphones, major retailers, airlines, hotel chains, governments, car makers can all be players. Facebook is a gateway drug.
Gist is defined as
–noun 1. the main or essential part of a matter: What was the gist of his speech?
What I really try to do in this blog is take the information I get from work, reading, chats with other folks and get down to the essential part of the matter for marketers.
I'm not sure if anyone was tracking this with an RSS feed but you might have to update it.
If you are reader I hope this new URL doesn't cause you to drop off. I want to sell sponsorships on this thing one day, I could use a thousand dollars a month like Mr. Schafer.
Saturday, May 31, 2008
Its an easy answer for the buyer in me, but for the marketer its not as clear.
As a buyer, since syndicated content is a new way for content creators to increase their supply of ad space, I would pay less. Supply and demand, you create more supply through syndication, I pay less, simple. I'm sure the sellers would accept that, but what if they didn't?
As a marketer is there really less value? I don't know. Some people argue that it doesn't matter what content is next to ad, much less the subtle difference of what website hosts it. All that matters to them is who the individual is that see's the ad. What's their age, what are they in the market to buy, are they the right target. The context in which the ad is viewed means little, and they sacrifice that to get more exposure per dollar. If its cheaper to advertise to me during a Battlestar Gallactica rerun, why pay more to advertise to me during the Grey's Anatomy finale?
I think there are times to follow that logic and times not to. Your state of mind changes depending on what content your consuming, and seed planting is art that requires harmony of message, target, context, and timing. There is alot to that special sauce.
But I'm hard pressed to think there more's marketing value to the shell that holds the same content. YouTube or Martha Stewart, NBC.com vs Hulu.
What are your thoughts?
Friday, May 2, 2008
So whenever I had the opportunity amongst a hip hop conversation I would say "Capadonna's verse in Winter Wars was the best rhyme ever." I was quite the hit at parties. Thanks for the tip Jared.
As a marketer there are conversations around cars, traveling, eating, clothes, food, entertainment, health, style that we want to get into. Most corporate messages are as out of place in these conversations as I was in hip hop conversations. But if we can create something that's just a little obscure but our most ardent influential customers think is awesome, maybe we have a chance.
I think our Portland Office did a great job at this with their Bruce Campbell Old Spice spots.
Wednesday, April 30, 2008
I take some jibes at the office for blogging, twittering and delicousing. Because when you have a large, active community like Jason does you can leverage it for amazing benefits. I'll admit the value isn't huge for me yet, but I've only really been at it for 6 months.
In 6 months I have over 60 followers on Twitter (most of which are new people in my life and in aligned professions) and blog has started to get some comments and readers. My readers and followers grow every month.
All I do is try to provide valuable insights, write consistently, and participate in other people's conversations. The 2-4 hours a week I put in might grow my community and become a unique professional asset over time. The consistency keeps me well read and directs to me to form my opinions on digital marketing, which often find their way into my work at the office. Actually paying back dividends on the time I invested.
Faith in the benefits of a large, active community and a long sited view justifies the time I put in for me personally. But brands would benefit from the same perspective.
Even if your a company, you can't write a check big enough and buy a community that cares about your brand, its built over time with consistency and value. I know that's not easy, but the upside is that it shouldn't cost a lot either. And while your building you'll probably recognize some benefits you weren't expecting.
Saturday, April 26, 2008
maybe I made you think I have a lot of free time to blog
maybe I made it look like these ideas just fell out of the sky
maybe I don't like the NBA and NHL playoffs and leaves me tons of time
maybe you think I put all my ideas in my blog and don't save any for my clients
maybe I made you think I don't need to recharge my batteries on the weekends
maybe you thought its easy for me to keep up quips on Twitter and still have blog posts in me
maybe I never draw blanks on new ideas to write about
maybe my blog posts are cheap cop outs to try and hype up other WKNY work that other people did
OR MAYBE, your just making excuses
Oh, and in case you didn't know. Your blogging owes my blogging $20
Thank you for coming.
Friday, April 18, 2008
None of the gnomes actually know what the second phase is, and all of them assume that someone else within the organization does.
Watch the Underpants Gnomes Episode, its great. Fast forward to last 4 minutes for more detail on the business model.
Thursday, April 17, 2008
Step 2: Download and Install Twhirl
Step 3: Using Twhirl search for people that talk about what you’re interested in, follow the ones with interesting things to say. If you like cooking, search the word "cooking"
Step 4: Once you observe Twitter users you think are providing you value, and you want to get in the coversation, base your post frequency, style, and topics on them.
Here are some people worth following if your a marketer, you can quickly add them by clicking on the Following link from my Twitter page
JasonCalacanis / Jason Calacanis - Cocky, opiniated entrepreneur. Owns Mahalo.com
Scobleizer / Robert Scoble - Classic Geek, Loves Technology and Business
jowyang / Jeremiah - Social Media Expert from Forrester
loiclemeur / Loic Le Meur - Owns Seismic, great video's
Armano / David Armano - Designer
darrylohrt / darryl ohrt - Planner
bmorrissey / Brian Morrissey - Ad Age Writer
skydiver / Peter Shankman - Social Media/ PR guy/ high energy creative plane jumping nut
guykawasaki / Guy Kawasaki - Old School Apple Marketer gone VC
THespos1 - Tom Hespos - Agency Owner
mediadarwin - Jim Meskauskas - Gifted Media Expert, Dayjobbing as a Pirate
chucknorris_ - Chuck Norris - Beat a brick wall in a game of tennis
rgleeson / renny - World Wide Digitist
TechCrunch / Michael Arrington - Will tell you who's getting money, who's great, who sucks
ischafer / Ian Schafer - Digital Agency Owner, Creative, Daring, Interesting
sarahcuda / Sarah Lacy - Much harrassed but bright business writer
jasonclement - Search guru
daveknox - P&G brand manager
adrants / Adrants - They know when you are lame
Friday, April 11, 2008
MediaShift . Digging Deeper::The Social Press Release: Multimedia, Two-Way, Direct to the Public PBS
It reminds me of a time I was in a meeting with colleagues who's client wanted ads that showed that they were an "arbiter of culture". I said, "Cool, but would it make more sense to just arbite culture". Its the commitment and change in business practices that makes that tricky.
Some problems you might encounter along the way.
- If you want to keep content fresh and regular don't expect the same production values as brochures and commercials with 6 months lead times
- Don't lie to yourself. If the little voice in your head thinks its not 100% authentic, its not
- Don't expect immediate results, becoming a truly valued source of information takes time, if you expect this tactic to lift back to school sales significantly your too late
- Accept that the last time you tried this that you sucked and nobody came because you didn't invest in enough promotion, or the content wasn't good enough
- Don't bet the farm on it. Bet a little bit on it, but stick with it, learn from mistakes, and watch it grow.
- Your other marketing budgets (TV, OOH, etc...) aren't going away they are just getting diversified and will need to be more efficient
Friday, March 28, 2008
Here's an example a car insurance company trying to cut through the clutter. They are probably reaching out to young men to get attention. Well they got mine, I didn't know that with a good credit score and education I can get car insurance at better rates. Fucking sweet!
Sunday, March 23, 2008
Today I read a Times article, a TechCrunch post, and A VC's blog post about musicians their ability (or lack thereof) to monetize their content.
The VC blog post sums NYTimes article and Arrington. It's here:
A VC: Moving The Goalposts
I love music, I love bands, and I've treked far and wide to see musicians play and I've never stolen a song in my life.
That said, I don't care about musians getting paid. Not even a little. Business models change. I worry alot more about the American auto workers than musicians. There's a lot more of those guys, and if I can reconscile my dogmatic belief in the free market with screwing those guys over (as hard as it is), than musicians aren't a blip on the radar.
When movies became "talkies" the stars of American cinema that couldn't be compelling past their pretty face were out. This is no different. Tomorrow's musicians that can't make a living off of live touring, one to one outreach with fans, and merchandising are out. And that will lead to better music in very much the same way sound led to better movies.
What does that mean. More musicians touring and fighting harder for each fans. We'll probably see better talent in smaller clubs more frequently. Bands will put more effort in building a community out of their fan base and inspiring enough love amongst fans to get them to shell out real coin for collectables. Those making music to get laid and cash in will quit faster. Success in music will be more about the road than the destination, those giving it go in this marketplace will be pre-qualified when the end game isn't as rosy.
Yes, there will be less bloated rock stars selected by a king maker radio or studio exec's. And yes, there may be less money in it for artists. Maybe this new model will push some very solid bands to an unsustainable income, and they'll be lost forever. We will gain far more bands than we will lose with the democratization of audience access. I've spoken with some GREAT bands, that aren't rich by any standard. They've made their piece with it, they can get by. Its a shame, but its rock and roll and they like it. Maybe that's what makes them great.
Market forces inspire plenty of creativity. The great ones will find a way to get a good number of people to love them. Maybe that won't bring in enough money to "make it rain" but enough to keep doing what you love, and the great ones will still have it pretty good. Trust me.
Saturday, March 22, 2008
This is pretty bad ass.
Simple, unique, familiar. Maybe it could've been executed a little slicker without having to go to Flickr but there's alot to like here. Especially for students of the art of RoShamBo.
If this was an entrance to a contest that would be finished in front of national audience for prizes, I'd totally watch.
The RoShamBo Open. Love it.
Thursday, March 20, 2008
Jason Calcannis founded Silicon Alley Reporter, and Weblogs and is kind of geek famous. He blogs regularly, and updates his twitter a couple times a day and I track him as do 12,000 other people (a number that’s growing rapidly day over day) He’s a bit of a pompous jerk, but very smart. I track him because his ideas and thinking are useful to me professionally and he’s a wise ass and I’m curious to see which significant tech power player he’s going to pick a fight with next. Tonight he organized what he called Dim Sum 2.0 where he invited tech entrepreneurs, marketers, programmers, and writers to get together for Dim Sum at a place in China Town tonight to talk technology. The invite was extended through his blog and twitter feed. I would’ve been there but I’m in LA.
Around east coast dinner time in my twitter feed I saw this from Calcannis:
I'm streaming live right now, come chat! http://qik.com/video/38665
1 minute ago from web
At his Qik.com link he ran around with a video enabled cell phone and filmed the event. He kibitzed with other tech geeks while 500 people chatted live, and he spoke to them and shared their comments with other geeks.
For most people the content sucks, but they're not Jason Calcannis fans and they have little or no interest in him or what he’s talking about. But I do. When he tells people from ValleyWag to fuck off, that’s entertaining to me because I know the back story. When he talks to the founder of Trender about when they met in 1995, and saw the Mosaic browser, and believed in the internet when no one else did, that was cool b/c guys like that are pioneers to me. Take the nerdness out of it. Everyone has things they care about like this and our brands can draft off them.
I don’t think Qik or Twitter or a Blog is any more answer to communications challenges than Dim Sum is. It’s the frequent contact that’s always fresh, its inclusion of the audience with the brand, it’s the real-time interaction, and its niche content that matches a target audience. A blog and twitter and Dim Sum are tools to help you communicate more frequently with those that are interested and give your customers what they want.
You don’t need a twitter strategy we need an engagement strategy (knowing about the tools how they are used just opens up possibilities)
Tuesday, March 18, 2008
He was talking about how much harder it is to truly engage someone than buy a GRP at them. I interpret “harder” as expensive, time consuming and personally risky.
I think as a marketer you need to be honest about this. Each marketer needs to answer the question, “Do I want to impact tons of people a little bit (awareness), or a smaller number of perfect people a lot (engagement)”. If both, what’s more important? How do I spread my scarse resources (i.e. time, money) against these goals? This is going to vary from business to business.
But regardless of business once you make that choice I think there are some consistent best practices about how you allocate funds within the awareness and engagement filters.
Awareness = lots of media, lower investment in creative/ strategy/ and campaign stewardship.
Engagement = Creative/ Strategy/ Stewardship gets a lot more money and the media budget should shrink.
If you stick to an awareness based business model and try to generate engagement you’ll fail quickly. But if you stick with model you know and never fund engagement in a manner and scale that is logical you’ll fail slower.
And the meek shall inherit awareness and weaker brands.
Saturday, March 15, 2008
When Bob Iger said, "I'm not worried about Google cannabilizing our advertising." I thought of this statement.
Google (all search really) is a fantastic tool for taking existing demand and turning it into money. Disney uses it to take existing demand of its content, harvest the demand into visitors, and sell other advertisers the opportunity to plant seeds. Advertising around (and yes even interrupting) content is a one (of many) tactics used to plant seeds.
Now is interruption the best tactic to do this? No. There are deeper ways to plant seeds w/ people through engagement and CRM. However, the ability to scale the reach of your seed planting is limited compared to interrupting great content. Interruption can go wide but not deep, engagement can go deep but not wide. An advertiser needs all of this. And impactful creative has to be everywhere.
This doesn't mean it will always be the biggest piece of the pie, or detract from the value of generating engagement but if we think interruption is going away completely we are kidding ourselves.
Disney's Iger: No AOL Bid
Friday, March 14, 2008
What it does is brings all your social networking venues such as Twitter, Google Reader, Delicious, Facebook, Blogger all together in one stream that you can view and publish.
Problem for me is, I use all of these services quite differently. I'm experimental in Twitter and Blogger. I use Google Reader as a personal link archiving tool. I use Facebook to keep up with real friends. I use Delicious to promote social learning at my company.
By putting all this info in one place it zaps some of the value of each. As a content producer it bothers me. But as a viewer, I think I might enjoy tracking people across different vehicles, I might learn useful things or see a more complete picture.
What can marketers do with this? First they have to make the commitment to be a social marketer, then a diverse social marketer, then an aggregator of their own diverse voices. Is it worth the time and money, that's for you to decide.
Sunday, January 27, 2008
All the hipsters love Apple. I see them lined up outside the store in SoHo, this is how I know. Well, I tried to do something as hipster as it gets and Apple can't deliver
There's a song from a SWEDISH HIP HOP ARTIST, that I read about, ON A BLOG. I was going to DOWNLOAD IT ON MY IPOD from ITUNES, so I could listen to it on my way to work at AN AD AGENCY IN THE WEST VILLAGE.
They tell me I can't buy Swedish music. Thank g-d its not easy to steal music or else the music industry would be wasting precious opportunities. Wait... umm...