Tuesday, January 13, 2009

Web traffic: Opinion piece I wrote for Brand Republic

I wrote this for Brand Republic ages ago and had forgotten about it, it just appeared today. In case you can't log in to BR (Ithink you need to be a subscriber, not sure?) I've re posted it here.
As an aside, i think i've been sub-edited as I'm fairly certain that the liberal sprinkling of the c-word (consumer)was not my doing. I've amended it for republication here.

"How to generate traffic to your website:

Conventional marketing usually involves investing a lot of time, effort and money trying to interrupt people who are busy doing something else and probably don't care about your products or services -- and it's usually through advertising.

About 5 years ago I could expect to encounter around 1,000 marketing messages per day as I go about my business. Today with more fragmented media channels, it's closer to 5,000.

The bad news for brands is that I am now better equipped for ignoring their messages than ever before.

The good news for brands is that they have assets to affect this that are massively underused and undervalued, which come in the form of the customers they already have.

More importantly, there's the core group of those customers who are strong brand ambassadors.

Brands need to work out who these people are, get their permission, build a relationship and dialogue, and then ask!

The big question is, can brands handle the fact that no-one actually cares much about them?

People care about their own passions and the groups and communities that they are part of -- even those that are extremely brand loyal only care because their chosen brands make it easy for them to do what they want to do (not vice versa).

We need to give consumers the tools to make their brand experience personal and relevant.

Build the affiliations -- syndicate the content using RSS and embed codes.

Attract visitors by sending them away -- link out to the individuals and groups that are talking about the same stuff.

The nature of the web is not as a communication channel, it's a connection channel.
Amazon.com is of course the great example of this empowerment of the customer: A friend of mine produces a podcast on Buddhism. He has a core community of around 200,000 listeners via his blog and i-tunes. Amazon's affiliate shops allow him to create his own "shop" within Amazon via a widget embedded in the blog where listeners can easily purchase further reading material to aid their practice.

Brands need to think about their site: "Is the content compelling? Is it worth talking about? Have I set in place the mechanisms to allow my best customers to personalise their experience, adapt and share the message? Does my site serve the needs and desires of my customers, not just the brand message? Do I have the systems in place to be able to listen and quickly respond -- with a human voice -- to comments and queries?"

And finally, brands need to ensure that their products, services and customer service is so good, actually forget good, so great that their core group of influential fans have something to shout about."

kissing the tortoise shell...




Like the jazzbo in search of the 13th note, i'm always in search of the killer chart.
I've got one working just now called 'the digital engagement playground' (ie how the interwebs work) - i'll share it with you when it's done but at the nub is a notion I am calling the 'seven C's'.

These are:
COMMUNICATION
CONNECTIVITY
COMMENTARY
CREATIVITY
CUSTOMISATION
COMMERCE
& CHOICE

You will notice I've left out 'conversation'. Partly because it's possibly getting a bit tired and, to be fair, it probably fits in under communication anyway.

Also, it would have given me 8 C's and the Bunnymen trick wouldn't have worked.

Friday, January 09, 2009

Dramatic Shift in Marketing Reality: Sholz und friends



Great little movie by ScholzundFriends.

the true roots of creativity and innovation - Malcolm Gladwell vid



Compelling video of Gladwell using Fleetwood Mac and the Beatles, amongst others, to illustrate how great art/creativity doesn't just happen overnight - it takes time, experimentation and PRACTICE to “rediscover the true roots of creativity and innovation.”
Devoting time and energy to your craft.

Ive not read 'Outliers' but I'm guessing this story also appears in the book.

I wish I could embed the clip but theres no code.
Take a few mins out to check this.
Malcolm Gladwell at the AIGA Design Conference October 2008

Declaration of Revocation by John Cleese

Thanks to Becky, our Creative Director, who managed to dig out this piece written by John Cleese at the time of George W Bush's election as US President.
Most of the rules still stand up, hopefully there will be no need to recolonise as we have high hopes for Obama, but you never know.


Declaration of Revocation by John Cleese

To the citizens of the United States of America, in the light of your failure to elect a competent President of the USA and thus to govern yourselves, we hereby give notice of the revocation of your independence, effective today.

Her Sovereign Majesty Queen Elizabeth II will resume monarchical duties over all states, commonwealths and other territories.

Except Utah, which she does not fancy.

Your new Prime Minister (The Right Honourable Tony Blair, MP for the 97.85% of you who have until now been unaware that there is a world outside your borders) will appoint a Minister for America without the need for further elections.

Congress and the Senate will be disbanded.

A questionnaire will be circulated next year to determine whether any of you noticed. To aid in the transition to a British Crown Dependency, the following rules are introduced with immediate effect:

1. You should look up "revocation" in the Oxford English Dictionary.
Then look up "aluminium." Check the pronunciation guide. You will be amazed at just how wrongly you have been pronouncing it.

The letter 'U' will be reinstated in words such as 'favour' and 'neighbour'; skipping the letter 'U' is nothing more than laziness on your part. Likewise, you will learn to spell 'doughnut' without skipping half the letters.

You will end your love affair with the letter 'Z' (pronounced 'zed' not 'zee') and the suffix "ize" will be replaced by the suffix "ise."

You will learn that the suffix 'burgh' is pronounced 'burra' e.g. Edinburgh. You are welcome to re-spell Pittsburgh as 'Pittsberg' if you can't cope with correct pronunciation.

Generally, you should raise your vocabulary to acceptable levels. Look up "vocabulary." Using the same thirty seven words interspersed with filler noises such as "uhh", "like", and "you know" is an unacceptable and inefficient form of communication.

Look up "interspersed."

There will be no more 'bleeps' in the Jerry Springer show. If you're not old enough to cope with bad language then you shouldn't have chat shows. When you learn to develop your vocabulary, then you won't have to use bad language as often.

2. There is no such thing as "U.S. English." We will let Microsoft know on your behalf. The Microsoft spell-checker will be adjusted to take account of the reinstated letter 'u' and the elimination of "-ize."

3. You should learn to distinguish the English and Australian accents. It really isn't that hard. English accents are not limited to cockney, upper-class twit or Mancunian (Daphne in Frasier).

You will also have to learn how to understand regional accents --- Scottish dramas such as "Taggart" will no longer be broadcast with subtitles.

While we're talking about regions, you must learn that there is no such place as Devonshire in England. The name of the county is "Devon." If you persist in calling it Devonshire, all American
States will become "shires" e.g. Texasshire, Floridashire, Louisianashire.

4. Hollywood will be required occasionally to cast English actors as the good guys. Hollywood will be required to cast English actors to play English characters.

British sit-coms such as "Men Behaving Badly" or "Red Dwarf" will not be re-cast and watered down for a wishy-washy American audience who can't cope with the humour of occasional political incorrectness.

5. You should relearn your original national anthem, "God Save The Queen", but only after fully carrying out task 1. We would not want you to get confused and give up half way through.

6. You should stop playing American "football." There is only
one kind of football. What you refer to as American "football" is not a very good game.

The 2.15% of you who are aware that there is a world outside your borders may have noticed that no one else plays "American" football. You will no longer be allowed to play it, and should
instead play proper football.

Initially, it would be best if you played with the girls. It is a difficult game. Those of you brave enough will, in time, be allowed to play rugby (which is similar to American "football", but does not involve stopping for a rest every twenty seconds or wearing full kevlar body armour like nancies).

We are hoping to get together at least a US Rugby sevens side by 2005.

You should stop playing baseball. It is not reasonable to host an event called the 'World Series' for a game which is not played outside of America. Since only 2.15% of you are aware that there is a world beyond your borders, your error is understandable. Instead of baseball, you will be allowed to play a girls' game called "rounders," which is baseball without fancy team strip, oversized gloves, collector cards or hotdogs.

7. You will no longer be allowed to own or carry guns. You will no longer be allowed to own or carry anything more dangerous in public than a vegetable peeler. Because we don't believe you are sensible enough to handle potentially dangerous items, you will require a permit if you wish to carry a vegetable peeler in public.

8. July 4th is no longer a public holiday. November 2nd will be a new national holiday, but only in England. It will be called "Indecisive Day."

9. All American cars are hereby banned. They are crap, and it is for your own good. When we show you German cars, you will understand what we mean.

All road intersections will be replaced with roundabouts. You will start driving on the left with immediate effect. At the same time, you will go metric with immediate effect and without the benefit of conversion tables. Roundabouts and metrication will help you understand the British sense of humour.

10. You will learn to make real chips. Those things you call 'French fries' are not real chips. Fries aren't even French, they are Belgian though 97.85% of you (including the guy who discovered fries while in Europe) are not aware of a country called Belgium. Those things you insist on calling potato chips are properly called "crisps." Real chips are thick cut and fried in animal fat. The traditional accompaniment to chips is beer which should be served warm and flat.

Waitresses will be trained to be more aggressive with customers.

11. As a sign of penance 5 grams of sea salt per cup will be added to all tea made within the Commonwealth of Massachusetts, this quantity to be doubled for tea made within the city of Boston itself.

12. The cold tasteless stuff you insist on calling "beer" is not actually beer at all, it is lager. From November 1st only proper British Bitter will be referred to as "beer," and European brews of known and accepted provenance will be referred to as "Lager." The substances formerly known as "American Beer" will henceforth be referred to as "Near-Frozen Gnat's Urine," with the exception of the product of the American Budweiser company whose product will be referred to as "Weak Near-Frozen Gnat's Urine." This will allow true Budweiser (as manufactured for the last 1000 years in the Czech Republic) to be sold without risk of confusion.

13. From November 10th the UK will harmonise petrol (or "gasoline," as you will be permitted to keep calling it until April 1st 2005) prices with the former USA. The UK will harmonise its prices to those of the former USA and the Former USA will, in return, adopt UK petrol prices (roughly $6/US gallon -- get used to it).

14. You will learn to resolve personal issues without using guns, lawyers or therapists. The fact that you need so many lawyers and therapists shows that you're not adult enough to be independent. Guns should only be handled by adults. If you're not adult enough to sort things out without suing someone or speaking to a therapist, then you're not grown up enough to handle a gun.

15. Please tell us who killed JFK. It's been driving us crazy.

16. Tax collectors from Her Majesty's Government will be with you shortly to ensure the acquisition of all revenues due (backdated to 1776).

Thank you for your co-operation.

Thursday, January 08, 2009

value creation v. platforms for creative executions

Pointing you to a great post to kick off the new year around the value creation theme that I've picked up on here too lately.

From Adrian Ho at zeusjones in Minneapolis.

excerpt:
'In our eagerness to extend an idea into multiple channels or forms, I think it’s increasingly important to ask whether we are we actually creating more value or simply making everything we do less valuable?'

Wednesday, January 07, 2009

hell bent on compromise

There's an alarming trend for the young people I see coming into the advertising/marketing business to be desperate to conform to establishment thinking, so quick to embrace the status quo.

To hear 21 year old young fogeys talking about 'personal branding'and 'markets are conversations' is mildly depressing.

Fuck that.

Growing up and learning is not about filling up a bucket, but lighting a fire (not my quote but i'll have it!)




It's the sworn duty of agencies formerly engaged in advertising and marketing to now be engaged in force for good and to lead our clients in that direction.
Ethics, integrity, value creation. We are not all prostitutes.

Changing the way we think, towards these values, not only improves our own lives but - through the power of the networked world - by default uplifts the collective experience of reality.

And we need the incoming generations to lead that.
So put down your iphones and go and smash some windows.

Tuesday, January 06, 2009

web2.0 douchebaggery #217 - personal branding


A couple of thoughts on so-called 'personal branding'.
You could easily substitute that term with 'self-consciousness'.
This is a negative thing.

Self confidence, however, is a positive. It is not about ego or pride (so prevalent in this biz!) but it comes from doing what you are doing, focusing on that without self consciously second guessing what others are thinking or being distracted.

Being present.

By not wasting time worrying about being judged or percieved by others we can get on with our work and make it meaningful.
That brings self-confidence, knowing you are doing what is right.

Here's a nugget from Eleanor Roosevelt:
'No one can make you feel inferior without your consent'

In the same way that the opposite of great is not bad, it's average (ie invisible) - the opposite of self confidence is not insecurity or feelings of inadequecy (these are contributary causes or symptoms if you like) but is self-conciousness.

Personal branding is bollocks. Just be f*cking great at what you do, and respect others contributions. Job done.

Monday, January 05, 2009

three buckets


Clients often find it hard to swallow radical ideas if that's all they get to look at. It can be scary, even if they have the appetite for change. I'm finding this method - which i stumbled across in Ken Hudson's book The Idea Generator - useful for; generating ideas and selling them.
Ive adapted it slightly but it's the same thing.

Imagine 3 buckets:
Bucket 1 - Business as Usual.
Banner ads, microsites etc - the usual guff. Traditional methods easily understood.
Bucket 2 - Something a bit different, might be dipping toes into social web, engagement. Stuff like that.
Bucket 3 - Is the game changing, purple cow-ness. The out-there stuff that's going to get them noticed and talked about.

By aiming for bucket 3 when working up ideas at the very least your going to land a few in bucket 2.
And by presenting stuff in all 3 buckets clients can be more receptive to bucket 3 solutions when they can see why it's better/more innovative/remarkable than the business as usual.

pic credit

Mark Earls' : A Brand-free January


I've signed up to this on Mark Earls' blog aka Herd:
Pledging not to use the b-word for the month of January.
Another one to add to the list.

Wednesday, December 31, 2008

for Precision Marketing magazine Dec 08: Twitter 2009

Here's a short bit on Twitter what I wrote for Precision Marketing magazine just before the holidays. An intro to twitter; yes people, there are still those out there who do not know.

Add to that this mornings revelations that social media is actually more popular than ever, and this nugget from hitwise which clearly demonstrates it's not just a US thing.

'UK Internet visits to Twitter have increased by 631% over the last 12 months, with 485% of that growth coming this year. Twitter is more popular with Brits than Americans: last week the site’s share of UK Internet visits was 70% higher its share of visits in America. Twitter cannot yet be considered mainstream in the USA, but in the UK it’s getting there.'

Anyway, here's the piece.

As Confucious famously said; ‘It’s difficult to make predictions, particularly about the future’ however I’m going to stick my proverbial neck out and venture that 2009 is going to be the year that Twitter enters the mainstream.

For anyone reading this and asking themselves, what is Twitter?
Twitter is increasingly pulling away as the leading opt-in, permission based communication and listening platform. Google it.

Anytime anything is being said about your company, products, or services you can monitor it and, most importantly, respond instantly if appropriate. In fact you can also use the various freely available tools to track what’s being said about any thing you fancy. Your competitors for instance.

Yes, Twitter gives your opponents and critics a voice too, but that means you can listen and act.

As Twitter progresses towards it’s critical mass it’s increasingly one of the most effective research tools in your box. Simply tapping into that stream of ideas, content, links and commentary focused on your area of business your research has so much more value than traditional focus groups, for example.

Traditional focus groups only tell a portion of the story. On Twitter, groups can form and unform on an ad hoc basis, self-selected around subjects that interest them directly.

It’s no surprise that among the top 5 UK Twitter users (in terms of number of followers) are; Stephen Fry and John Cleese. The trick to adding value is simple.
Have something interesting to say.

And unless you are part of the conversation you cannot contribute therefore you don’t add any value.

The last point is of particular significance for our politicians.

The recently launched Tweetminster.com is a portal that brings together the collected tweets of several UK MP’s, including Tory leader David Cameron, following the lead of the PMs office earlier this year who launched the official Downing St twitter feed.
And, while it’s disappointing that Barack Obama stopped Twittering the second the election was over , his team saw the value of connecting directly to a fanatical group of supporters with real time updates as the campaign unfolded.

The internet is about people, not technology. Twitter is people-driven; so if your business depends upon relationships and interactions with people it’s time to take notice of Twitter.

Wednesday, December 24, 2008

NASA 'Money' video by Shepard Fairey

Featuring Chuck D (Public Enemy) and David Byne (Talking heads) amongst others this is the tune of the week and an absolute dynamite video illustrated by artist Sheparde Fairey, of 'Obey' fame.



thanks to Clarence.
myspace.com/nasa.

Tuesday, December 23, 2008

Feliz Navidad



Probably the last post here before the festive break so just a note to say thanks to all who have read, commented, contributed and shared here in the last 12 months and also to all the great minds who have influenced this content in one way or another.

It just remains to say 'Feliz Navidad' to all and i'll leave you with this clip of EL Vez, the Mexican punk Elvis with his take on the Jose Feliciano Xmas classic, (spot the PiL mashup element).

note:
El Vez was briefly signed to Alan McGee's Poptones label in the late 90s.
Can't resist another little niggle to the music 2.0 evangelists.
The success of Oasis et al gave McGee the opportunity to invest in the long tail, and give a platform to the likes of El Vez and others like the criminally overlooked Jasmine Minks.
This is where record companies still have a role, as a kind of socialist curator.

NGOTB gurus of marketing #236 - George Bernard Shaw

One of my favourite Seth-isms, recently featured in Tribes.

'Remarkable visions and genuine insight are always met with resistance. And when you start to make progress, your efforts are met with even more resistance.... whatever it is, the forces for mediocrity will align to stop you, forgiving no errors and never backing down until it's over.'

I repeat this to myself every day.



Another one I tell myself everyday is this nugget on creativity by George Bernard Shaw. Another heretic, who made it his life's work to challenge the status quo, aka the forces for mediocrity.

Friday, December 19, 2008

tweetminster


More power to the argument that 2009 is going to be the year that twitter really breaks.
Tweetminster is a service that lists all UK MP's who are using Twitter and their twitter id. Following on from the official Downing St twitter feed and social media makeover now you can find and follow your local MP (if they tweet, it's still in the early stages so low on numbers) or some of the bigger names like C*meron*spit* are also on there. Check it out at tweetminster.co.uk.

Thursday, December 18, 2008

dave trott the hard way via persuasionism

Can I just point you to this great story by Dion Hughes from the excellent Persuasionism.

Dion recounts his early efforts at getting a job in advertising as a youngster and an encounter with ad legend Dave Trott.

It's a charming story, and be sure to read the comments as Trott himself responds.
Anyone familiar with his writing will be aware of it's poetic structure, he even applies it to blog comments.

As i said, a heart-warming nice wee story.
Enjoy.

Wednesday, December 17, 2008

twitter, google reader, rss conundrum

Posted this over at 140char.com last night.
It occurred to me the other day that i tend to read the blog posts from those i follow on twitter - who 'tweet' new articles via twitterfeed or suchlike - more often than the others in my google reader (which i check once or twice a week at the most).

Wouldn’t be good if there was a twitterfeed - that i can control - that tweets me selected blogs - from my reader - as they happen?
This would save a lot of dicking about between twitter desktop client and browser/feed widget.
Yeah, this kinda happens with friendfeed but I don’t control that - I'm not necessarily friends with most of the authors in my rss reader , whereas with a custom google reader feed into twitter, spec’d by me... is that bit more personal.

Or maybe this functionality already exists? Any thoughts?

Monday, December 15, 2008

Music 2.0 debunked brilliantly

My beef with the so-called music 2.0 evangelists has always been that they focus on business models and distribution rather than the actual CONTENT.

Yeah, Radiohead and NIN have uncovered some interesting TACTICS but what about the actual music? What are they saying about anything?

Same goes for the numerous Myspace careerist popsters.
Lots of nifty marketing but where's the cultural significance ie punk, acid house, hip hop.

Check out the second half this rant from lefsetz letter, which sums it up perfectly.

excerpt:
'We don’t have a theft problem. We’ve got a MUSIC problem.'

'Don’t tell me it’s the same as it always was. It was different in the sixties and seventies. Sure, we wanted to go to the gig to hang out, but we NEEDED to hear the music. We NEEDED to be closer to the geniuses who made it. We felt it was us versus them, the act and its audience versus the system. Whereas now the acts ARE PART OF THE SYSTEM!'

thanks to jmac and dan

TiVO do Dominos Pizza

My friends at TiVO NY tell me they have set up and launched another seamless web and tv integration like the Amazon partnership i reported on a few months back.
Now the custom Domino's pizza utility, that has been popular online, can also be accessed via TV for TiVO customers.
The Domino's app allows you to log in with your web id, there's also no messy account management on tv as you can pay cash when the pizza arrives. Keeps it simple.

Thursday, December 11, 2008

The Music Industry Manifesto


Perhaps the definitive statement of the punk diy philosophy was made manifest this diagram*, from a Stranglers fanzine, showing three chord shapes on a guitar, and these words:

“This is a chord, this is another, this is a third - NOW FORM A BAND.”

For the fanzine producers a magic marker, scissors and a Xerox machine were your tools and the network of punk gigs in pub back rooms and youth clubs was the distribution network.

A nation of spotty youth, given the tools and the spark to create something of their own, followed those instructions and a movement was born.
You may even say it was a community of purpose.

The tendrels of punk reached out – from the bottom-up – beyond just music into fashion, art, literature, film even ballet.

Is this starting to sound familiar?
And is this the 21st century (slightly longer) version of the three chord manifesto

The Music Industry Manifesto

1. Music will always continue, but the parasitical 20th Century music industry is dead.

2. Music does not rely on technology or distribution. It simply requires people. It did not begin with vinyl, the CD, the electric guitar or the synthesizer.

3. If piracy is able to damage your ivory castles, you should seek to understand it and learn from it. Piracy is the most effective distribution.

4. You will never win the war on privacy, because the pirates have a belief, and you are protecting a business.

5. People will only pay for what they want to pay for. Get used to it.

6. Artists and fanatics run the show - if you are in neither camp you’re fucked.

7. DRM’s only function is to limit the spread of music and to irritate the very people you should be pleasing - your audience.

8. I’ve paid for the tape, the vinyl, the CD and the MP3 - if I ever pay again, I’ll pay for the rights to the content in whatever format is appropriate for the rest of my lifetime, not for something limited to one format.

9. Let’s face it..artists can make more money if middle-men are not involved

10. Look - we all know you’re pissed about you’re expense bill no longer being approved but please stop taking it out on the rest of us

11. The people of the world want to share what they love. If you stand in the way there is only one outcome. Rebellion

12. People embrace what they create. We all want to take part. It’s no longer your industry, its ours. Sure that hurts…

13. Just become a concert promoter. Live music will never end. Rip-off, insular and selfish business models already have. Sorry

14. People will pay for what they want to. If you create something of value to people, people will pay for it

15. People will not longer automatically pay for something that YOU think is valuable

16. Resistance is futile. However powerful your connections are, the people of the world will find a way around it

17. Every time you sue, you nail an even heavier nail in your OWN coffin. Think about it…

18. The people of the world love music as much as they always have - not less - its just they have seen behind the curtain now

19. Artists love fans and will get paid by them for products and services the fans adore. Get out the way and let it happen

20. Copyright is a byproduct of the business model for content creation and distribution. It’s not the reason for content creation

21. The case studies of artists making more money from not using your regime will never stop - only increase. Listen up

22. It makes no difference how connected you are to the government. Artists and fans out-number you and always will

23. All the time you spend wining about protecting music you could spend working out ways to help the new world mature

24. If you really wanna get rich, concentrate on facilitating fanatical advocacy. There is no ceiling of value to that

25. People can only truly be of financial benefit to you if they are free. Confined humans have no long-term monetary benefit

*Pedants corner: The drawing is often attributed to, but never actually appearted in, Sniffin Glue fanzine.
It’s actually first appeared in another fanzine ‘Sideburns’ and was reproduced in Stranglers fanzine ‘ Strangled’ during 1977. I was even moved to edit the Sniffin’ Glue wikipedia page to this effect.

The Music industry Manifesto courtesy of Jonathan MacDonald

Wednesday, December 10, 2008

the three stooges...

one of those intellectual comedy days on twitter, mainly thanks to @johndodds and @marcus_brown, plus the influence of @zeroinfluencer (even in absentia).

cant decide if this is phish or just foul...


If this email is for real and from HBOS it's a massive FAIL.
click and it should enlarge.

Thursday, December 04, 2008

Borders social marketing 'strategy'...

Book retailers Borders announce a social marketing strategy.

From the Precision Marketing:
'A three month campaign, aims to build a network of brand-supportive influential bloggers on book and lifestyle communities across social networks, incentivising them through discount offers as well as access to exclusive content.'

3 month campaign?
'brand-supportive influential bloggers' what about brand supportive anyone?

Further on theres some guff about 'structured viral marketing campaigns' and 'brand presence across the social networking arena'

Lets see what happens.

Portable Social Graphs


This is a nice pres from Razorfish, explains the Facebook connect thing very well. Portable data and and all that.

Wednesday, December 03, 2008

post-messaging: value creation versus value subtraction


This is a great article by Jay Rosen around the marketing-in-a-post-messaging-world theme. This is a better articulated version of stuff i'm saying every day.

excerpt:
'But now being a bulk message sender via the media is like the guy in the street trying to get you to take a handbill. He may have motivation for delivering the message, you have none to take it.
They are the people formerly known as the audience. And they do not want your message.'


Success in the new web, and the world for that matter, for brands is now increasingly dependent on their culture, philosophy and values, as ultimately the networked world will enforce total transparency of business practices.

As you and I, the people formerly known as consumers, gain more and more control of our experience and data, we pull down the shutters on brands and marketing that assumptions on what we want, based on demographics and generations instead of actually asking - and even more importantly, listening to and acting upon our answers.

To paraphrase David's Power of the Network:
'As we become the connections and the way the connections are made we are reconnecting with our human selves and accordingly what we are demanding from brands is more human interaction.'

A new marketing about doing things for people, being good. Helping them get to where they want to go. Creating real value. The Lotus Economy - 'thinking in straight lines, digitally or otherwise, will keep you going round in circles.'

Ive been banging on about the language of advertising for a bit here. About replacing words like audience, targeting, consumer, campaign etc with personalisation, relevance, transparency, authenticity, humanity.

There's a lot of us thinking the same way.

found via david cushman and gapingvoid.
pic from Reuters.

Tuesday, December 02, 2008

NGOTB gurus of marketing No235 #oscarwildeday


Here's one of my favourite Wilde-isms in recognition of @stephenfrys #oscarwildeday.

Thursday, November 27, 2008

Neil Perkin's 'Why Generosity Is The Future Of Marketing Strategy'



I'm briefly back in the saddle after an amazing 10 days or so. See the last entry prior to this if you missed it.
Briefly, just to repost this amazing presentation that Neil Perkin has put together covering a lot of the stuff about ethical business/marketing for good etc that we've been discussing this year. Maybe 2009 is going to be our year?

Wednesday, November 19, 2008

first pic of little Anthony....



Anthony, born on Monday night at 21:58. 7lbs 6oz.

Thursday, November 13, 2008

thought for thursday

Mahatma Gandhi, Never get out of the Boat marketing/business guru #124

“Carefully watch your thoughts for they will become your words. Manage and watch your words for they will become your actions. Consider and judge your actions for the will become your habits. Acknowledge and watch your habits for they will become your values. Understand and embrace your values for they will become your destiny.”

also Unfrozenmind...

yikes

Tuesday, November 11, 2008

think tank - post of the month#2

Delighted to report that this months winner in Neil's Think Tank monthly was none other than Jonothan MacDonald's Isabella Barwinska post, as nominated by yours truly.

It was a close run thing with David Cushman's equally excellent The User is the Destination Now a close second place.

Wouldn't mind being in the pub to hear that conversation, vote rigging accusations etc ;)

Nominations for posts from November will be open at Only Dead Fish at the start of December, if there's anything you've read recently you deem worthy of wider acclaim.

Friday, November 07, 2008

Ag8 - the new roles for digital

The New Roles for Digital
View SlideShare presentation or Upload your own. (tags: media digital)


pres from Ag8, zeroinfluencer's new thing.

Tuesday, November 04, 2008

marketing bullshit swear box

Going through a creds presentation yesterday - and inspired by a tweet from @samismail pulling me up on 'marketing speak' - I noticed myself editing and removing certain words.

Forever.

Here's some of them that have been banished alonside their replacements;

Consumer (nuff said) - replaced with person/people
Driving (as in driving traffic, registration etc) - replaced with encouraging/attracting
Capture (data etc) - replaced with asking for/ rewarding
Audience (no-brainer there!) - replaced with community
Targeting - replaced with involving

I will be fining myself 1GBP of the realm for each usage of the above and donate the proceeds to a named charity at Christmas time. Hopefully it won't be much, so i would appreciate any additions you have to the list and if you care to join in with your own effort please do, and you can display the badge below in your own space.


Saturday, November 01, 2008

noho(pe) square hits the skids



Here's the view from Geronimo HQ on Berners St W1.

The large hole in the ground is what should be 'NoHo Square' - as sort of Covent Garden-esque shopping/restaurant/apartment development.

Developers Candy & Candy (CPC Group) have apparently run out of cash - they're also reputedly defaulting on a multi $million loans for land bought in US for other developments.

So who knows whats going to happen to the space?

Any suggestions?

Photo by resident Geronimo snapper, Johnny Mitchell.

Friday, October 31, 2008

the engaging 'brand'


Not turned out that bad for Russell Brand.
DVD rentals site LoveFilm.com reports that Russell Brand's stand-up DVD rentals have increased by 133% during the kerfuffle over the Andrew Sachs answering machine prank.

"He's controversial, always on the edge offending others".

Of course he is. That's what he does and thats why we love him.
Even Andrew Sachs was not that bothered, a bit miffed but an apology in quiet and a couple of beers would have done the trick.

Read this sum up by Paul Carr which nails it.
quote:
'In Russell Brand’s defence, the Mail on Sunday can go fuck itself. And so can the Daily Mail.'

Lessons to learn...
To paraphrase of a couple of Seth-isms;

The opposite of 'great' is not 'very bad'.
Its average.
Average is boring
Average is invisible.
If it's average it's never going to work
Because no-one will notice it.
And no-one will talk about it.
Ideas that spread win
And Ideas that spread are the ideas that go to the edge.

Everywhere, the forces for mediocrity align.
Jonathan, if your listening...resist!

Wednesday, October 29, 2008

cluetrain manifesto: 10 years on...

Cluetrain Review
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I mentioned Permission Marketing's (nearly) 10 year anniversary a couple of posts ago.
It sits alongside the Cluetrain Manifesto, another 10 year old, as among the most important things written on marketing in recent times.

thanks to Neil for finding and Micheal Specht for making this snapshot version.

Sony-Ericsson W595 halloween 'viral'

Nice little viral-type thingy promoting the Sony-Ericsson W595 which enables uploading video direct to youtube.

The piece was created by Brando-digital, who have recently been joined by David Cushman as Director of Social Media.

Play with it here.

I have a question over what happens to the data I give afterwards, though?

Tuesday, October 28, 2008

'my inbox' article for marketing direct magazine

Here's the 'my inbox' piece I've written for Marketing Direct magazine. Not sure when it's being published - couple of weeks I suppose - so treat this as a sneak preview.

It still amazes me how so few companies go anywhere close to doing email marketing properly.
Seth Godin said in Permission Marketing (nearly 10 years ago now, yikes!) – [email ie permission marketing ] ‘…is the privilege (not the right) of delivering anticipated, personal and relevant messages to people who actually want to get them.’
The key words there are ‘personal’ and ‘relevant’ .
The success of any direct marketing is directly proportionate to the level of personalisation and relevance – to me, me, me – of the content, and the level of permission I have granted to the brand.
Miss that out and I’ll most likely ignore it.

With that in mind, my losers of the month are Oasis.
Somewhere back in 1998 I must have signed up for some mailing list or other. I have not heard a dickybird since, until now when they have something new to punt.
Oasis’ PR must have hired some multi channel bright spark who thinks it’s a good idea to bombard unsuspecting punters with tour dates and release news down the phone and email with annoying frequency and at silly times of the day. I was woken up by a text message about the album release at 5am the other day and now seem to get emails about world tours every day. Despite unsubscribing the message has not got through.
Just because you have my details doesn’t mean I want to hear about every thing you are doing.
If you are playing in Guildford or Basingstoke maybe. You know where I live, after all?
Personal. Relevant.

Why persist with one-way, broadcast tactics? I’ve volunteered information and given you permission to contact me when you might have something of interest to talk to me about. I probably have a purchase history.
With Mamas and Papas I do.
In fact I just spent 2 grand on furniture with them about two weeks ago!
So their one-size-fits-all 30% off furniture in November shot was particularly annoying.
A personalised, relevant communication would have recognized that and give me an offer on some other product.

Good job I’m not a vegetarian or the the massive side of roast beef oozing pink juices featured on my Waitrose promo email might have offended. They have never asked me of course.
At least the info overload is kept to a minimum,
Though I don’t get the offer. ‘If you don’t enjoy one of our products we’ll refund or replace’ – except this doesn’t apply to their online shopping service partner Ocado – I’m already confused so they have lost me.
When I attempt an order I’m told that the ‘Waitrose Deliver’ service is not available in my postcode area.
Might have been a better idea to check that out before sending me the email.

I used to love the lastminute.com emails from a couple of years back.
Seasonal themes, cool graphics and edgy humour made them stand out form the usual boring travel industry stuff .
The format has gone a bit dull but there’s still a bit of personality.
The usual ‘ If you cannot view this email line click here..’ is replaced with ‘Gone a bit Picasso? See it clearly here’
OK, the content is not that personal or relevant but the little bit of human-ness allows them to get away with it.

I’ve crowd-sourced a contribution from Sally, one of our Account Directors on Dorothy Perkins ‘whole-site-in-an-email’ newsletter
featuring fairly unauthentic editorial supposedly written by celeb fashion ‘guru’ Gok Wan.
Sally says ‘the content is up to date, nicely written and not overly sales-y. It’s nice, clean and simply laid-out – very readable.
Asos.com did this format first but it works well . As long as it’s not too frequent, I don’t mind receiving this, and it’s a great way to harness ‘immediate’ shopping, i.e. click through and buy something online now.
I also like that the overall hierarchy puts fashion tips above the 50% off offer. Not sure about the Gok Wan content but that’s probably just me!’

With tough economic times ahead, it’s more important than ever to nurture loyalty; and make you’re your marketing work as hard as possible. By keeping the focus on being personal and relevant , rewarding those customers who are paying attention – they’ve given permission – and delivering the kind of content , offers and products (!) that reflect their lifestyle, circumstances and interests you are in with a chance.

Saturday, October 25, 2008

10 questions towards a new creative brief....

I'm trying to develop a Creative Brief template, if you have a minute.
In a non-advertising context where we are looking to create content (or to facilitate the creation of content by others) and utility; what does the brief look like?

Here's where i'm at - suggestions, modifications, critisisms all welcome.

Position in 8 words…
In a nutshell, what do we want to do?

The Brand

What does it look like? How does it feel?
What do people actually say/think about it?

Who are the community we are looking to serve?

Who are we talking with?
What level of permission do we have with them?

But who are they really?

How do they think? What music do they like? Who are their friends?
Where do they play? etc

Why should I believe you?
What backs this up? Prove it. What de we rally know..facts?

Call to action?

What do we want the community to do as a result of engaging with this?

Why?
What is the background or context?

Media?

Are there specific media we need to address?

What data do we want to ask for?

How do we measure?
What will success look like?
What do we want people to think as a result of participating?

UPDATE:
Thanks to @deirdre for pointing me to this conversation around branded utility from 2006...

Tribes



I just recieved a free copy of Seth Godin's new book 'Tribes', released in the uk Nov 6th I think.

Everyone who pre-ordered has been sent a free extra copy - the idea being that you pass on your paid for copy to someone else. Ideally someone who needs to read it.

Plenty of references to core Seth themes -'ideas that spread, win' - 'average is invisible' - this time though it feels more like a personal development book than straight up marketing.

We're used to Seth coining a new phrase with each book (permission marketing, purple cow etc) - this time it's 'sheepwalker' - a follower/defender of the status quo. Quality.

excerpt:
'[many people spend all day]...trying to prevent their organisations from from being devoured by the forces of the new. It must be wearing them out. Defending mediocrity is exhausting'

Thursday, October 23, 2008

how to do search #124



very clever, creative and funny.
thanks to big picture advertising

Sunday, October 19, 2008

are rewards the new 'free'?...



I must admit this slipped past my radar until recently.
Nectar, the UK supermarket loyalty card sceme, now gives you music 'free' as rewards.
Perks are the new free...or what trendwatching call perkonomics

'A new breed of perks and privileges, added to brands' regular offerings, is satisfying consumers’ ever-growing desire for novel forms of status and/or convenience, across all industries. The benefits for brands are equally promising: from escaping commoditization, to showing empathy in turbulent times.'

For certain artists and genres the 'perk' model suits better than the 'free' model of radiohead, prince et al.
The music is free but manages to retain it's 'value' in what could be described as a slightly jaded market of free everything (ie free just means 'worthless').
And i'm still trying to work out where this sits in Chris Andersons 'four kinds of free'.

For added value, fans who downloaded Dido's free track ‘Look No Further’ are entered into a prize draw to win a VIP trip with 4 nights accomm to a playback of her new album in NYC.

Wednesday, October 15, 2008

think tank #2

Just in case i forget, this will be up there with my potential nominations for think tank next month.

sample from intro (and it's mostly all caps! - beware...)

'[TOPWARE] UNTIL YOU SUED ISABELLA [BARWINSKA] YOUR GAME AND BRAND WAS REALLY POPULAR.

THE SECOND YOU DID, YOU RUINED EVERYTHING.'

Tuesday, October 14, 2008

think tank - post of the month


The first Think Tank (a bit of background here) post of the month, initiated by Neil at Only dead Fish is Gestures and Communication from Chroma. Congrats.

excerpt:
'Thinking about media, social media and the decline of Grand Gestures in this way, it occurred to me that as the small gestures multiply, and the Grand Gestures wane (either by sheer media fragmentation that will render it harder to achieve, or by people just ignoring Grand Gestures all together), what will the communications model look like? What, if anything, will replace the Grand Gestures?'

Friday, October 10, 2008

They just didn't think it through #147



http://www.pastahut.com

http://www.pastahut.net

http://www.pastahut.org


Finally....
http://www.pastahut.co.uk

the lotus economy

In simple terms, the thing I love most about all this interwebs business is nothing to do with technology or marketing or any of that stuff.

It's the connectivity and the discovery that fascinates me.

A random tweet by J_Mac pointing to this site by Unfrozen mind revealed an alladin's cave of ideas on creativity and innovation.

here's a sample from one of their 'vision' pieces 'The lotus economy'.

'This transition from economic value to economic creativity marks a paradigm shift from the “Box-Economy”, measured by the optimisation of moving boxes, thinking in boxes, putting people in boxes and exchanging boxes, to the “Lotus-Economy”, measured by personal transformation, creativity and innovation. It has manifested itself as a shift from an economy based on producing and buying things to an economy in which the primary unit of exchange is “meaning” where organisations become hothouses for ideas and the revolution of the human spirit.'




There was a joke when I was at art school between the graphic designers (them) and paineters and sculptors (us).
The designers would mock ' heh, you won't see many job ads saying 'sculptors wanted' when we walk out of here...'

I'm joining up dots with this, A Whole New Mind, buddhist economics etc.
Anything else?

Wednesday, October 08, 2008

pretty vacant



Oh dear.
Can't resist quoting J Rotten's old adversary, J Strummer esq:

'he who f*cks nuns, will later join the church..'
Death or Glory, 1979

life instructions #3



from Girl Anachronism via brand dna

customer-centric

I read something the other day, can't remember the exact quote but it concerned the early days of Amazon when they were struggling to turn any profits.
The head Amazon fella gathered the the team and advised; 'Lets not be scared of what the competition does, lets be scared of what our customers do - because that's who we have a relationship with'.

In hard times being customer-centric is more important than ever.

The supermarket we love to hate, Tesco.com, are being customer-centric and pro-active in helping their customers save a few quid off their shopping.
When shopping online you are given the chance to quickly and easily compare cheaper alternatives to the item you've selected.

Of course, it's win-win for Tesco as the cheaper alternative will often be their own brand.

It's not a big idea, it's a small one - every little helps though (is that Tesco or Asda - I can never remember)




Friday, October 03, 2008

get tossed

Get tossed by strongman legend Geoff Capes, nice little promo for social local business directory thing ratedpeople.



done by nonesenselondon

Wednesday, October 01, 2008

weiji

Here's something I wrote for the company blog.
Again, the normal swashbuckling randomness has been streamlined a bit.
Re: 'weiji' - i've always known that to describe a person from Scotland's second city (after Aberdeen), but there you go...

"Beat the downturn with Digital.

Apparently, the Chinese have a ‘word ‘ (it’s two symbols, actually) for crisis.
‘weiji’ translated means “danger and opportunity’.
It’s not true actually but let’s not let minor quibbles get in the way of a good opening line.

As we enter deeper into tough financial times companies instinctive reaction is to pull back from experimentation and innovation and shore up on the tried and tested.
Playing it safe until we ride out the storm.

That seems a bit too risky to me.
Why? Because that’s what all the competition will be doing too.
And you will still be in there amongst the clutter and noise.

Maybe not all though? Perhaps some of the competition are embracing the ‘weiji’.

Now , more than ever, is the time to be looking at fully engaging in a meaningful dialogue and relationship with your customers (and employees).
And there’s ways to do this with digital.

Use Existing Platforms
Video platforms such as You Tube, photo hosting on Flickr and various blogging software platforms are all there waiting for your content.
The sharing nature of these platforms means that – if your content is engaging and compelling enough – the audience will spread it for you.

Join the conversation
Your customers and employees are worried about how the economic downturn is going to affect them.
And they are already talking about it, online, amongst themselves.
Writing your own blog, and contributing to others is a way to establish and maintain open channel of communication between you and your customers .
Be authentic, transparent - and most importantly, human - and you’ll reap the benefits long after this recession has gone.
A simple Google Alert can keep you in the loop as to where your company is being spoken about online, and you can be ready to respond.

Try different stuff
Jumping from campaign to campaign, promotion to promotion is time consuming and costly for you; and confusing for the customer. OK, there are spikes around TV or banner campaigns but what happens in between?
It all goes dark.
Is a 0.1% click through really worth the bother?

Brand ‘awareness’ is no longer a valid or useful measurement.
Branding happens through the actual behaviors of your business, and how you involve people in that experience.

Look at ways to make the experience ubiquitous - spread across as many touch points as possible.
Think about where your audience is and go and meet them there.
With something interesting, useful and engaging, of course. Not just ads.
Now, more than ever they are tuning out from advertising messages.

The nature of the web allows you to solicit feedback from your audience and keep tickling, squeezing and tweaking your content to keep it relevant.

Think about utility

Instead of interrupting people while they are trying to do something else, as most advertising does, think about to be useful in people’s lives. What are the tools or activities your brand can facilitate that can make a difference in your customers lives?

What do we mean when we say ‘customer service’?

Serve your customers. Be there with a human voice when they need you.
Neilsen and Edelman research suggests that upwards of 70% of people trust recommendations from their peers far above advertising, when considering products or services.
Think about your top 20% of your customers. What kind of ways can you serve them that will encourage them to promote your products and services to their friends, colleagues and family?

Look to the web for insights.

Social Networks can be rich vein of insight for what your customers are actually saying and thinking, right now. Watch, listen and act.

Embrace the ‘weiji’ - the opportunity. Take this chance to make a meaningful connection with your customers.

It could be the start of a life-long romance.

Eaon Pritchard, Head of Digital.

Customer service?
Call me anytime: 079 7901 6084
Or drop me a line: epritchard AT geronimo.co.uk"

Friday, September 26, 2008

Diesel S&M shop

...on Carnaby Street.
A decent homage to a 30-odd year old idea.

Wednesday, September 24, 2008

digital choice




here's the printed version of the blip.fm snippet.

Friday, September 19, 2008

there may be trouble ahead....

Excellent thoughts around the current financial meltdown and ting this week by Charles and Neil.

What are things going to look like when we come out of the other side?

I've been checking out E.F. Schumacher's classic essay on buddhist economics. More and more it's starting to resonate - not as a dusty piece of history, but as a way ahead.

quote:
'For the modern economist this is very difficult to understand. He is used to measuring the 'standard of living' by the amount of annual consumption, assuming all the time that a man who consumes more is 'better off' than a man who consumes less. A Buddhist economist would consider this approach excessively irrational: since consumption is merely a means to human well-being, the aim should be to obtain the maximum of well-being with the minimum of consumption.'

Charles says:
'One thing is for sure I'm sick to death of the word growth being used as if it's a sign of success.'

Marketing and economics are subject the law of impermanence - ie they pass through the following stages: birth, growth, maturity and death - just as humans are.

If we agree that innovation is often the outcome of 'conflicts' - the bigger the conflict ergo the bigger the innovation.

Like the fella once said 'if you don't like change you'll like irrelevence even less'

No-one's gonna argue we're not in the midst of a pretty major conflict at the moment so I'm looking forward to what's round the corner...

Wednesday, September 17, 2008

whats the story?...


This week's NME features a songbook with the chords and lyrics to four new tracks from Oasis's forthcoming album, 'Dig Out Your Soul'.

NME are inviting readers to upload their own versions of the songs in a competition.
The winners will be taken to a date on the Oasis world tour, somewhere in the world.

Add to this, last weeks activity where New York street musicians (that's buskers to us) were orchestrated to perform songs from the album around subway stations in NY (see clip below).

Unconfirmed rumours suggest that the next Oasis foray into 2.0 culture and brand participation will be a crowdsourcing initiative to find a hairdresser to fix Liam's barnet.

Tuesday, September 16, 2008

liverpool daily post social media experiment

I came across this interesting audio case study by markmedia, which features an interview with Mark Thomas, editor of the Liverpool Daily Post newspaper.

The LDP is a business focussed daily paper who have recently experimented with using Twitter, liveblogging and generally engaging their readership in the social media space.

Among the topics discussed we get Editor, Mark Thomas's views on:
- The risks in opening up the inner workings of a news room.
- Unexpected benefits of engaging with the readership.

Markmedia's summary in presentation form is copied here, below.
And the audio file can be listened to or downloaded at the markmedia blog.

Monday, September 15, 2008

jesus is my friend

Just in case you're one of the few who havn't seen/heard this little number...
Can't get it out of my head.

Thursday, September 11, 2008

old punks never die....they go and work for apple


We took notice as this week's launch of the new ipod nano unfurled.
Each available variant is illustrated with an album pic in the screen relating to each colour.

The array of current pod-friendly harmless popsters - Clavin harris for yellow, Interpol for red, James Blunt for blue etc etc - is shamelessly disrupted by the inclusion, in the pink model, of...not
'would you?/wouldn't you?' brat poppette 'Pink' (as you may have predicted) but none other than...gnarled, drug-addled grandads of glam-punk ...
THE MIGHTY NEW YORK DOLLS,
THE TOTAL AND UTTER KINGS OF RAWK'N'ROLL AND GREATEST BAND IN HISTORY.



thanks John.