Ideas on advertising, creativity, online marketing and the web
brought to you by Armando Alves,
an Interactive Ninja from Portugal.
Interactive Advertising Bureau released the whitepaper “User-Generated Content and Social Media Advertising Overview” (PDF, 3.4 MB), a hands-on guide to social media, focusing on terminology, practices and standarts.
Interesting Snippet by lynetter
The document intends to clear some of the fears that brands and agencies might have on using this dynamic medium, framing the whole UGC movement and reminding brands that user reviews are just like personal recommendation, one of the most effective forms of advertising.
Source: eMarketeer
Blogs, wikis, UGC and Ad Networks are described, with several examples how to integrate advertising with social media. The myth that Social Networks is kids stuff was also debunked, by showing that “more than half of MySpace users were over 35 years old” and “LinkedIn, reports that its average user is 39 years-old and has an annual income of $139,000″.
With all the buzz surrounding social media, it’s easy for brands to jump into the bandwagon, and try to push their messages instead of engaging into conversations with their audience. Marketing author and blogger Seth Godin brilliantly states it on his latest book “Meatball Sundae”, reminding companies that just because they put money into new media that doesn’t necessarily translate into effective customers. Be ready to fail, experiment, optimize and most important, be ready to listen.
The document is a valuable first time reading for professionals that want to get acquainted with social media. For a 17 page paper, it manages to get a good overview that you can enrich with several web resources , such as Paul Isackson’s recent presentation, or from Fallon planer Aki Spicer:
This entry was crossposted at Interact Congress Blog.
The Cluetrain Manifesto is turning 9. If you need a concrete example of how it can change companies, then watch and learn.
From the same show, Doc Searls speaks about the origin of Cluetrain.
By us, i mean the 275 co-authors of “The Age Of Conversation: Why Don’t People Get It?”, this year’s edition of The “Age Of Conversation”, a collaborative book on the future of marketing, which i was proudly invited to co-author (thanks Drew, Chris and Gavin).
Having blogged about it last year, i haven’t actually reviewed it, something that i should get used to - isn’t it cool when Joseph Jaffe sends you his book to review - as i’m now reading several great inspirations (you can find my current reading on the left). The least i can do to help these great community effort (profits are donated to charity), is to ask my great readers:
The Age of Conversation book “brings together over 100 of the world’s leading marketers, writers, thinkers and creative innovators in a ground-breaking and unusual publication.” All of the proceeds generated from book sales and referrals will be donated to Variety, The Children’s Charity. Using the link above, all referral fees will (again) be donated to charity.
This is a global effort, and one more great example of the collaborative power the web has brought to us. I’m truly excited to be a part of this year’s book authors:
Adam Crowe, Adrian Ho, Aki Spicer, Alex Henault, Amy Jussel, Andrew Odom, Andy Nulman, Andy Sernovitz, Andy Whitlock, Angela Maiers, Ann Handley, Anna Farmery, Armando Alves, Arun Rajagopal, Asi Sharabi, Becky Carroll, Becky McCray, Bernie Scheffler, Bill Gammell, Bob Carlton, Bob LeDrew, Brad Shorr, Bradley Spitzer, Brandon Murphy, Branislav Peric, Brent Dixon, Brett Macfarlane, Brian Reich, C.C. Chapman, Cam Beck, Casper Willer, Cathleen Rittereiser, Cathryn Hrudicka, Cedric Giorgi, Charles Sipe, Chris Kieff, Chris Cree, Chris Wilson, Christina Kerley (CK), C.B. Whittemore, Clay Parker Jones, Chris Brown, Colin McKay, Connie Bensen, Connie Reece, Cord Silverstein, Corentin Monot, Craig Wilson, Daniel Honigman, Dan Goldstein, Dan Schawbel, Dana VanDen Heuvel, Dan Sitter, Daria Radota Rasmussen, Darren Herman, Darryl Patterson, Dave Davison, Dave Origano, David Armano, David Bausola, David Berkowitz, David Brazeal, David Koopmans, David Meerman Scott, David Petherick, David Reich, David Weinfeld, David Zinger, Deanna Gernert, Deborah Brown, Dennis Price, Derrick Kwa, Dino Demopoulos, Doug Haslam, Doug Meacham, Doug Mitchell, Douglas Hanna, Douglas Karr, Drew McLellan, Duane Brown, Dustin Jacobsen, Dylan Viner, Ed Brenegar, Ed Cotton, Efrain Mendicuti, Ellen Weber, Emily Reed, Eric Peterson, Eric Nehrlich, Ernie Mosteller, Faris Yakob, Fernanda Romano, Francis Anderson, G. Kofi Annan, Gareth Kay, Gary Cohen, Gaurav Mishra, Gavin Heaton, Geert Desager, George Jenkins, G.L. Hoffman, Gianandrea Facchini, Gordon Whitehead, Graham Hill, Greg Verdino, Gretel Going & Kathryn Fleming, Hillel Cooperman, Hugh Weber, J. Erik Potter, J.C. Hutchins, James Gordon-Macintosh, Jamey Shiels, Jasmin Tragas, Jason Oke, Jay Ehret, Jeanne Dininni, Jeff De Cagna, Jeff Gwynne, Jeff Noble, Jeff Wallace, Jennifer Warwick, Jenny Meade, Jeremy Fuksa, Jeremy Heilpern, Jeremy Middleton, Jeroen Verkroost, Jessica Hagy, Joanna Young, Joe Pulizzi, Joe Talbott, John Herrington, John Jantsch, John Moore, John Rosen, John Todor, Jon Burg, Jon Swanson, Jonathan Trenn, Jordan Behan, Julie Fleischer, Justin Flowers, Justin Foster, Karl Turley, Kate Trgovac, Katie Chatfield, Katie Konrath, Kenny Lauer, Keri Willenborg, Kevin Jessop, Kris Hoet, Krishna De, Kristin Gorski, Laura Fitton, Laurence Helene Borei, Lewis Green, Lois Kelly, Lori Magno, Louise Barnes-Johnston, Louise Mangan, Louise Manning, Luc Debaisieux, Marcus Brown, Mario Vellandi, Mark Blair, Mark Earls, Mark Goren, Mark Hancock, Mark Lewis, Mark McGuinness, Mark McSpadden, Matt Dickman, Matt J. McDonald, Matt Moore, Michael Hawkins, Michael Karnjanaprakorn, Michelle Lamar, Mike Arauz, Mike McAllen, Mike Sansone, Mitch Joel, Monica Wright, Nathan Gilliatt, Nathan Snell, Neil Perkin, Nettie Hartsock, Nick Rice, Oleksandr Skorokhod, Ozgur Alaz, Paul Chaney, Paul Hebert, Paul Isakson, Paul Marobella, Paul McEnany, Paul Tedesco, Paul Williams, Pet Campbell, Pete Deutschman, Peter Corbett, Phil Gerbyshak, Phil Lewis, Phil Soden, Piet Wulleman, Rachel Steiner, Sreeraj Menon, Reginald Adkins, Richard Huntington, Rishi Desai, Beeker Northam, Rob Mortimer, Robert Hruzek, Roberta Rosenberg, Robyn McMaster, Roger von Oech, Rohit Bhargava, Ron Shevlin, Ryan Barrett, Ryan Karpeles, Ryan Rasmussen, Sam Huleatt, Sandy Renshaw, Scott Goodson, Scott Monty, Scott Townsend, Scott White, Sean Howard, Sean Scott, Seni Thomas, Seth Gaffney, Shama Hyder, Sheila Scarborough, Sheryl Steadman, Simon Payn, Sonia Simone, Spike Jones, Stanley Johnson, Stephen Collins, Stephen Cribbett, Stephen Landau, Stephen Smith, Steve Bannister, Steve Hardy, Steve Portigal, Steve Roesler, Steven Verbruggen, Steve Woodruff, Sue Edworthy, Susan Bird, Susan Gunelius, Susan Heywood, Tammy Lenski, Terrell Meek, Thomas Clifford, Thomas Knoll, Tiffany Kenyon, Tim Brunelle, Tim Buesing, Tim Connor, Tim Jackson, Tim Longhurst, Tim Mannveille, Tim Tyler, Timothy Johnson, Tinu Abayomi-Paul, Toby Bloomberg, Todd Andrlik, Troy Rutter, Troy Worman, Uwe Hook, Valeria Maltoni, Vandana Ahuja, Vanessa DiMauro, Veronique Rabuteau, Wayne Buckhanan, William Azaroff, Yves Van Landeghem
Ufff. That’s a huge set. More blogs than a feed reader could manage, so a book it’s one of the best ways to get a grasp of their author’s insights. Wait, don’t close the window yet. If you’re not inclined to buy the book, there’s other ways you can help.
And let’s indeed have a conversation. I now that with Twitter, FriendFeed et al, you’re probably hanging out at other cool places, but i miss your comments. Drop a line once in a while, so the leprechaun that writes for this site feels appreciated. Thanks.
Having just read Seth Godin’s book Meatball Sundae, it was a lot of fun seeing him showcased in one of his purple cows, the blender video series from Blendtec. Here’s the video:
Altough at first i was expecting the victim would be the whole book, this was a nice take. And again, do buy the book (and please offer a few more to those old fashioned monolitic CMOs you always complain about).
The hell with planning, account meetings and business smalltalk. What we really need is some fast decisions to pick the latest buzz and deliver some great advertising on top of it.
Credits
After the latest TCM post, now I found this one by Axe.
And don’t forget last year’s most successful direct sales campaign, about Julien Lopetegui, a Spanish football star who fainted during a TV news broadcast. Banco Gallego and agency Shackleton picked the story and a few days later a print campaign was out, inviting consumers to visit porquesedesmaylopetegui.com (offline) and find out why Lopetegui had fainted.
Agencies and marketeers are having a hard time keeping up with the speed of information, but those who are fortunate enough to tune their messages to consumer’s buzz have a better chance of being listened.
Source: The Planning Lab
Enjoying a deserved break in Madrid, it came to my attention on a newspaper a political marketing effort by candidate Mariano Rajoy.
The online marketing campaign is a mix by the one from Moveon.org and Bushin30seconds with the one from Sporting. The twist here is a mobile invitation made to voters, so they take a seat on a PP (Partido Popular) meeting and do a bit of crowdsourcing, at tupropuestaen30segundos.com.
After their previous efforts on Facebook, the PP is generating enough tech buzz, promising wi-fi in every city.
Political online marketing had a promising year start, with personal favorite Barack Obama getting all attention with UGC hits like Obama Girl and YouBama. With young voters loosing their interest in politics, it all comes down to: If you can’t fool them, you’ll better join them.
I’ve just twittered this one a few minutes ago, but it started to grow on me to deserve a full post.
With music being listened on MP3 portable devices and computers, much of the branding and packaging is lost. The chances to studios and artists to have a conversation with consumers are shifting from physical to digital (except for hard-core vinyl junkies). So what’s an artist to do?
Well, Mr extraordinary Lupe Fiasco did a “Cool” thing on his new album, using the last few seconds of “Fighters” to announce his blog at http://lupethefiasco.blogspot.com/. A excellent way to extend the album experience and stick a URL into a fan’s mind. As long it’s done with a selected track - preferably at the end -and not as a merchandising gimmick, people will notice.
For me, this was a first. Do you know of more artists promoting their URLs in innovative ways?
(That is, besides the Nine Inch Nails ARG campaign).
Meatball Sundae is the book every CEO should read next year. Or any CMO. Or any senior manager. What the heck, EVERYBODY should read it. And it shipped today.
A meatball sundae is the unfortunate result of mixing two good ideas.
The meatballs are the foundation, the things we need (and sometimes want). These are the commodities that so many businesses are built on.
The sundae toppings (hot fudge and the like) are the New Marketing, the social networks, Google, blogs and fancy stuff that make people all excited.
The challenge most organizations face: they try to mix them. They attempt to slap new marketing onto old and end up with nothing but a failed website.
This book explores the 14 trends that are changing our world and how organizations can either embrace them or be punished by them.
A couple of essential readings, you should buy into:
An essential post with the questions that advertisers and web 2.0 companies are having regarding each other.
questions of both technology and media companies to find out what advertisers mean by relevance. She says she’d like to see advertising for new cars, even though she doesn’t own a car and doesn’t drive. She’s not in the market for a car but she’s interested in learning more about new cars through their advertising. How would an advertiser know about that preference, and would they care to know?
If sites or services become too commercialized, or as users catch on that the content is really a commercial in disguise, then they can choose to go elsewhere. They can shift their attention to a new site. I hope the threat of user migration is enough to keep Web 2.0 sites honest, and counteract the aggressive tendencies of advertisers.
and posts more brilliant cartoons:
Source: Gaping Void
It is not just about aligning to the business… it is about aligning with the business to the same end goal: the customer.
The media blitz sparked by 50 Cent’s threat to retire only illustrates the growing advantage that the Internet, once seen as a threat, now offers to the recording industry. “There’s been a change in the past couple of years. New media was the underdeveloped stepchild. Now it’s first on the marketing plan”
, or how networks are expanding, not retracting.
For all the planners and buyers who struggled to understand the difference between ad networks over the past couple of years, the change will mean the end of sameness. For all the web publishers who strung networks together in order to extract a living, it will mean the end of anonymity. We are having something of a renaissance online and the harbinger of change is the network.
Source: emarketer
Total WoM marketing expenditures are projected to climb at a compound annual rate of 30.4% in the 2006-2011 period to $3.70 billion as brand marketers take advantage of dedicated WoM marketing strategies for improved return on investment (ROI),
The big trend here seems to be the need for a closer relationship to customers, allowing them to narrow their profiles, choosing the way that brands reach them, and through new channels that favor conversations. Seems simple, right ? Some people even call it marketing.
