Rethinking MySpace

There have been many articles about a decline in social networking amongst younger people (although I have seen no stats to back this up).


In a recent article in Forbes one 26 year old talks about how he folded his My Space account in order to re-capture "that special depth that true friendship entails."


This is a pretty idealistic statement and while I enjoy the sentiment, I think it is a problem if you have ever let your use of MySpace supercede actual human contact. It is a tool that should be used to enhance relationships but, I do not think that a relationship could exist solely online.


Anyone who knows me knows I hate the overly commercial nature of My Space as it reminds me of the web circa 2000 so, I am really not too worried about its future!


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Kominigarderoben

I have no idea what the title means but, this classy little microsite gets a 7 (1-10 of course) from me.


I read about this Ikea campaign on iMediaConnection and figured I would post some of my own comments on it.


Click to see the site


Thoughts



  • Very big site apparently, it took forever to load

  • Classy look and feel, music adds a sense of elegance (I am not sure this fits the Ikea brand but, who I am to judge :) )

  • Adds Value (we know I love this one). The use of video here really displays the functionality of the furniture in the video and gives an interactive feel to the experience (even though the video is not REALLY interactive in the sense that you hit play and sit back)


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Sorry For the Slow Down In Post!

I have been so busy lately and I am trying to keep up and bring all of you as much great content as possible. I have been a bit slow the last few days but, I will make up with it soon, I promise!


In the meantime, watch this lecture by Joseph Jaffe, it is a good one!


mms://media4.hosting.nob.nl/nob/crossmediaweek/stream12.wmv



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Sorry For the Slow Down In Posts!

I have been so busy lately and I am trying to keep up and bring all of you as much great content as possible. I have been a bit slow the last few days but, I will make up with it soon, I promise!


In the meantime, watch this lecture by Joseph Jaffe, it is a good one!


mms://media4.hosting.nob.nl/nob/crossmediaweek/stream12.wmv


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Your Brand Is A Monolithic Turd/The Big Idea

I hope that the title got your attention because I am vexed!


I am not angry at anything or anyone in particular, I am just frustrated (oh no, don’t be worried, I will be fine :) )


I have been hearing a lot of talk about the big idea (and people wanting one…).


I think that we all want to be known as the person who thought of “the big idea” and I think this is part of a fundamental issue in modern marketing (anyone who knows me knows that, I too fall into this odious pool of self gratification at times).


Sometimes we lose site of what Ayn Rand referred to as objectivism. I am no expert on objectivism (I am not even a big fan, speak to my good friends Joe Szala, Shane Kalman or my father, and they will probably be able to fill you in more about Ayn Rand).


One thing that I do know about the tenets of Rand’s ideas is the following formula



                        =function/form


(Joe S., you must be having a field day that I wrote that)



Function above form/The form is defined by the function



I do not think this concept should be stuck to in all life’s endeavors. In fact, fine art has taught us that formalism (the reverse equations where, there form IS the function) can be very powerful but, MARKETING IS NOT FINE ART %*$(*)($*)$)(*$)(*$!!!!!!!


Yes, marketing can be very creative but, if and only if (did I just use a syllogism?) it serves its function.


Back to the big idea. Who is it serving, you or your consumers?



-A big idea is one that listens to consumers’ wants and delivers them wrapped in delight.


-A big idea is one adds value to your brand.


-A big idea engages consumers in a meaningful way.


-A big idea feeds your bottom line (whilst doing the aforementioned items)


-A big idea does not need an award to qualify it as a big idea~!



THE END



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The Lincoln Group


I am sure a lot of you heard about the Lincoln Group/Iraq war PR issue. I heard about it today on For Immediate Release (yes, I know I should be more socially conscious and should have known about this already) and I am going to reserve judgment. I would love some comments that can get the debate started. Here are a few links to get you going;


Yahoo


The Washington Post


FMNN


Al Jazeera.net


I am really looking for the other side of the story but, I have to get to work. Please send me the other side and I will post it. I know that my opinion is inevitably shining through but, I really do not want to seem as if I am pushing an agenda. This is not a political blog, it is a media blog and I would like to open a forum where both sides could be heard!


(slant...sorry, this goes against my last statement but, this picture is interesting. I don't side with the opinion of this picture per se, I am just trying to evoke  debate)



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That's iPod, Not MyPod

Let me start by saying that I am an a long time Apple user. I always have at least one apple computer around for when creative side needs air. Over the years, I have noticed the increasing arrogance of the Apple user and, I have to admit at times I exhibited similar arrogance. After all, Macs are so fun, easy to use and cool looking!


The times they are a changing. The arrogance the once emanated from Mac users is now a foul stench coming from corporate! I kind of like some of the arrogance from the users (or at least the pride of the uses) but, corporate arrogance is never a pretty thing.


Anyone who has been following the media news (or anyone in the blogosphere) has probably heard about the latest and greatest displays of arrogance from Apple about their iPod.


Apple apparently feels they own the term pod and the blogger's are restless. Here is my tribute to the BACA movement (Bloggers Against Corporate arrogance).


         


       


David Reed Speaks


Joseph Jaffe Speaks


CC Chapman Speaks


David Berlind/ZDNet Speaks


Google Only Listens and reports back


Marketing Momentum Speaks


Some Italian Guy Speaks   


The Librarians are in the house


Is this anti-democratic?   and the science folk



Shell and Neville asked if Apple was going to stake claim on the term tunes :)


Insanity!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!


Steve, I love ya, can't we work this out?





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Is Google Monopolzing Information or Are They Simply Providing The Most Cutting Edge Technologies On The Planet?

Ok, so the title of this blog post was merely an attention grabber but it does  mirror the sentiments of some. I do a lot of work with Google and, although there is a growing sense of hubris, I feel at the end of the day their is no one over at Google who is really out to do any harm to others and that they are simply acting within the confines of our economic framework.


In fact, to all the Microsoft haters out there, I am going on record as saying, "I do not think they are the evil empire!". They broke the rules, got punished for it, MOVE ON! (I digress).


 I was on my way to work this morning listening to one of my favorite podcasts (the M show with John Wall) and he mentioned this:



I am not sure what I think of this yet but, I was hoping that I could get some comments. In fact, I am not going to say anything at all right now, I would prefer this post to be an invite for an open forum so, please send me your thoughts!


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Max On/Max Off

Why do I bother with those silly titles? :)


Anyhow, in my coverage of OMMA I missed a few things. I had to run out of Max Kalehoff's session prematurely so, I am providing as much subsequent information as my apology to those of you who would have like to have gotten more from my post entitled, OMMA EAST DAY 2 YouTube Me-Too: Building Buzz Through Video (shortened due to dell laptop burning my lap)



He also provided me with this link (thanks Max)

http://consumerengagement.blogspot.com/2006/09/engagement-video-series-stephen-starr.html


I am so swamped at work right now or I would right more but, gotta run!


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MMA at OMMA: The Mobile Marketplace

Marketing Track: Lyceum/Carnegie Room
Session Description:
The Mobile Marketing Association brings together industry experts to discuss the impact m-commerce is having and will have on the mobile marketing industry. Consumers will soon be able to use text messaging to order and have products, samples, rebates and loyalty points fulfilled, all through their mobile device. Meet innovators who are using m-commerce to revolutionize marketing, optimize media, understand their customers and drive sales--and have your questions addressed on what’s next.
Speakers:
 Erin Loop, Senior Promotions Manager, CosmoGirl
 Todd Anderman, President, Dennis Digital
 Kimberly Lyons, Group Director, Innovation/MediaVest
 Samantha Saturn, Vice President, Digital Media Marketing, Columbia Records / SonyBMG
 Moderator: Mark Kaplan, Co-Founder; Chief Strategy Officer, Assembly



  • The next age in direct to consumer marketing

  • Ubiquitous technical compatibility is a hurdle for the mobile space

  • Mobile Commerce and the shop text marketplace

  • Saturn "we are already engaging in level 1" getting fans content and information via text message

  • Preparing for when consumers what the content via mobile

  • Owning the consumer experience when and where consumers want

  • Changing Relationship with brands

  • The right place at the right time (again)

  • Many layers that can be built into a campaign

  • Next Generation, commerce and WAP

  • part of the key is educating the consumer on how the process works

  • SHOPTEXT- (i am sorry to say I am not that familiar with this, I will find out more and post)

  • MMA helping to make consumers feel more comfortable with transacting through the mobile medium by providing a central body

  • Orchestration of marketing in a meaningful way across all channels

  • Location based programs are the holy grail

  • RFID/Bluetooth

  • Combining Transaction with experience

  • Pontiac G6 campaign


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PM Keynote

Creative: It Ain't What it Used to Be
Chuck Porter
Chairman
Crispin Porter + Bogusky


Geoff Ramsey


WOM is where it is at!


The Secret to Viral- It has to be good (ummm)


Chuck Porter



  • "It is not a whole new ball game...it hasn't changed much"

  • There is not learning without emotion- Plato

  • Creative Persuasion

  • Popular Culture wants to change, part of our job is to manipulate it

  • "We don't pay a lot of attention to big trends"

  • "We pay a lot of attention to instinct"

  • Modern  media confusion is centered around fragmentation

  • Life Changing Media Events- 1. Growth of Broadband

  • Are these things changing the way we should approach how we convince people to do things

  • Viral- You have to give the people things they want to show their friends. It is a statement for that person "I know what is good"

  • "You can't hide online"

  • Stay Loose and Back Winners

  • Throw Stuff up and see what sticks


These guys undermine my add value as, some of their adds are merely entertaining but, they are so damn entertaining I do not know what to say


Your Jetta Meets Tree


Your Jetta Meets Rhino


These ARE selling cars but, there is more to it. There is a cross media attack that is absolutely genius. They capitalize on consumer feedback and create ads based on it.


He showed the Rabbit commercial and after all of the cuteness, there is a price tag, BRILLIANT!


Then you can go online and mate rabbits and get a family tree.


Sith Sense Campaign Commercial and Online game



  • One Voice

  • Synergy of Voice

  • Coke Zero Lawyer Commercial (funniest things ever)

  • Go Overboard! (YESSSSSSSSS)


As everyone knows, these guys rock but, this just sealed it for me! This was a mind changing presentation and I am going to look at TV spots in a different way. Not 30 second spots but, TV spots in general.


THE CREATIVE
RESOLVED: Campaigns that Seek Out Consumers will Fail. Campaigns that Consumers Seek Out Will Succeed.
The model of lining a customer up in your sights and launching the perfect campaign at her is dead. Why? Because the internet has allowed consumers to evolve from passive to active customers, pulling in to them all the content and product research and even individualized tastes they desire. Ads once lauded for their ability to interrupt and arrest consumers are now panned as intrusive, rude, even unacceptable. How then can advertisers hope to engage consumers who can sniff out marketing in authenticity in a single whiff? Is there a future for interruptive campaigns, or even standalone ads? Is 'viral' a passing buzzword, or another way of saying 'new media'?

Chuck Porter, Chairman, Crispin Porter + Bogusky
Ty Montague, Chief Creative Officer and Co-President, JWT New York
Simon Needham, Co-Founder and Group Creative Director, Attik
Tony Granger, Chief Creative Officer, Saatchi & Saatchi
Moderator: Gregory Wilson, CEO, Red Ball Tiger


Ty was in a great article and on the cover of Fast Company, I recommend it!



  • Can we still target the consumer in quantities and make it justifiable

  • If you put something on TV People want to watch, they will watch it

  • Porter- "The Media Ought To Come Out of The Idea"

  • We are trying to avoid irrelevance

  • The universe is not made of atoms, it is made of stories, it is how we make sense of our lives and find out who we are, the way we learn

  • The reason there is not more great work is because it is very hard to do- Porter


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OMMA EAST DAY 2 YouTube Me-Too: Building Buzz Through Video (shortened due to dell laptop burning my lap)

Session Description:
If you upload it, will they watch? More often than not, they won't. And sometimes when they do, it's not for the reasons you intended. As viral video grows in popularity, it brings with it as many challenges as it does opportunities. What elements of a video give it pass-along appeal? What tactics can successfully jumpstart a video and give it its initial viewership? How should brands respond to parodies and other consumer generated jibes?
Speakers:
 Ian Schafer, CEO, Deep Focus
 Cynthia Francis, CEO, Reality Digital
 Tom Ajello, Executive Creative Director, Agency.com
 Fritz Grobe, Founder, EepyBird.com
 Steven Starr, CEO and Co-founder, Revver
Moderator: Max Kalehoff, VP Marketing, Nielsen BuzzMetrics



  • Social Media has almost become a cliche and many big marketers are jumping in

  • A lot of money is being spent in the social media space

  • What is the right way to join the conversation?


  • What makes a video viral and how can we create something that people want to pass on?

    • Coke/Mentos video

    • Authenticity

    • Document of Passion or obsession

    • It is difficult to "push"

    • No Need for high production value, organic

    • Those who try to hard fail

    • being more human

    • Humor, pop culture zeitgeist

    • Sense of levity




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