I honestly have no idea who you are Dr McFunky Funk but i loved the comment you left on my blog regarding my Portable ID's post....especially your comment about there being a "strange tension between wanting privacy and wanting celebrity". See the full post below....
I couldn't agree more. We can't deny the amazing opportunity that digital data (both PII and otherwise ) provides to a brand and marketer alike. Moreover when I speak to my friends outside of "digital land" and ask them if they would prefer more targeted advertising the response is always a resounding "Yes".
I guess it is not so much now a debate of should we shouldn't we but more of a "how" this should work. How can we organise, rationalise and ultimately legalize this opportunity that benefits the consumer first and foremost and ultimately the brands?
As always...the floor is open for more discussion on this topic. Would love to hear your thoughts.
DrMcFunkyFunk writes... Jess! Great writeup. My concerns are with web citizens preserving a "walled garden" of private, friends-only interactions and relationships as separate from their professional or public persona. I don't think any company, public and profit driven, can withstand the urge to eventually open this information up: see recent actions by facebook as example #1. I think privately hosted, distributed, dark-net like "clubhouses" that are established in private spaces will be the next wave of online relationship infrastructure that provides that lasting privacy. But will they be able to gain mass-market penetration? There's this strange tension between wanting privacy, and wanting celebrity. Trying times for a marketer! Cheers!
Monday, May 4, 2009
Monday, April 27, 2009
Portable ID's
Im not the most avid blogger but when i have something to say, that i think is of worth...im going to say it! So that said...in a past post i discussed the end of the registration page, and the use of profile data ( from social networks for example ) in order to facilitate the data brands need to message their audience.
To be a little clearer the next stage of the social web is going to evolve from a few social network sites to a "consisten backdrop of online activity" according to Forrester analyst Jeremiah Owyang. "Technologies like OpenID and Facebook connect will allow individuals to traverse the Internet with their social connections along for the ride". All this is great news for brands who are still struggling with the challenges the social web can bring. Read more here
To be a little clearer the next stage of the social web is going to evolve from a few social network sites to a "consisten backdrop of online activity" according to Forrester analyst Jeremiah Owyang. "Technologies like OpenID and Facebook connect will allow individuals to traverse the Internet with their social connections along for the ride". All this is great news for brands who are still struggling with the challenges the social web can bring. Read more here
Monday, March 30, 2009
Social Networks are like the Manhattan Bar Scene
Social Networks are like the Manhattan Bar Scene - well at least that is how it looks from the outside looking in on this fickle internet world. Myspace is not cool anymore - as Social Media Expert so 'expertly' put it " Todays cultural icon is tomorrows passing fad". Sad, but true.
Facebook is receiving a lot of love in the social media headlines and Twitter is the latest and greatest. There are so many more up and coming bars...ahem...digital social platforms... that the moment I write about them here, they may already be irrelevant.
So how does a brand figure out what works for them now? How do they remain relevant? How do they know they are lining up outside the coolest bar in town ready and willing to pay their entrance fee? The short answer is they don't. The longer response takes us down the path of marketer responsibility. I have said this a few times before, but why do so many brands place their IP into their agencies hands? Why do marketers in these organizations not wish to take their brands public perception into their own hands? There are a plethora of reasons as to why this happens, but going forward, in a recession no less, i think we will see brand managers, marketers and co making sure they, along with their agencies, know the right bar to visit on a Saturday night as well as the right publisher to spend their money with. Who that will be in 6 months time remains to be seen....
Facebook and Twitter are currently the bars, sorry publishers, of choice for many brands... what's yours?
Facebook is receiving a lot of love in the social media headlines and Twitter is the latest and greatest. There are so many more up and coming bars...ahem...digital social platforms... that the moment I write about them here, they may already be irrelevant.
So how does a brand figure out what works for them now? How do they remain relevant? How do they know they are lining up outside the coolest bar in town ready and willing to pay their entrance fee? The short answer is they don't. The longer response takes us down the path of marketer responsibility. I have said this a few times before, but why do so many brands place their IP into their agencies hands? Why do marketers in these organizations not wish to take their brands public perception into their own hands? There are a plethora of reasons as to why this happens, but going forward, in a recession no less, i think we will see brand managers, marketers and co making sure they, along with their agencies, know the right bar to visit on a Saturday night as well as the right publisher to spend their money with. Who that will be in 6 months time remains to be seen....
Facebook and Twitter are currently the bars, sorry publishers, of choice for many brands... what's yours?
Wednesday, March 11, 2009
Market To The Max
Im on a panel titled Getting Results from Social Media – Success Stories & Proven Tactics from Leading Digital Experts. Thanks to the brilliant Blake Cahill from Visible Technologies who has helped to bring myself and fellow panelists together to disucss such a timely topic.
If you are in seattle and can make it down today please do. Details can be found at: http://www.markettothemax.com/
Getting Results from Social Media – Success Stories & Proven Tactics from Leading Digital Experts
Twitter, Podcasting, Facebook, Online Video, Blogging – it’s enough to make a marketers head swim. Join us as our panel of experts and practitioners explain the latest in social media, and what’s really working.
Moderator: Blake Cahill, Visible Technologies
Panelists: Sean O’Driscoll, Ant’s Eye View
Jessica Michaels, Wunderman
Stephen Rose, Microsoft
Lisa Coffey, Google
If you are in seattle and can make it down today please do. Details can be found at: http://www.markettothemax.com/
Getting Results from Social Media – Success Stories & Proven Tactics from Leading Digital Experts
Twitter, Podcasting, Facebook, Online Video, Blogging – it’s enough to make a marketers head swim. Join us as our panel of experts and practitioners explain the latest in social media, and what’s really working.
Moderator: Blake Cahill, Visible Technologies
Panelists: Sean O’Driscoll, Ant’s Eye View
Jessica Michaels, Wunderman
Stephen Rose, Microsoft
Lisa Coffey, Google
Thursday, February 12, 2009
Saving Journalism
There is a lot of discussion in the press right now about the demise of the print newspaper. Print circulation is right down even though total readership is up. Online versions of the newspapers are seeing soaring rates of dedicated users however no one pays for content so how is this model sustainable? Who is going to pay for the journalists to go out and do what they do best? Advertising revenue pays for some of it but with the declining CPM rates how is that sustainable or profitable in the long run without compromising good editorial content? Some talk about subscription models - but we, the consumers, are now convinced that we don't need to pay for news content so how do newspapers change a mindset that is now deeply entrenched in our culture? What is incredibly interesting to me about this discussion is how did Apple convince the world to pay 99c for a song? Why is this not a model for news content - quality news content? Maybe its the payment system and the fact that still as yet, it is rather clunky and lengthy online experience. What if we were just to pay one cent every time we accessed a news site? Or every month we paid one dollar for access to NY Times.com of the FT.com? Would love to know what peoples thoughts are on this topic....???
Saturday, February 7, 2009
The Ultimate Agency
I usually don't do a straight up cut and paste but this article really struck a chord with me. This is an issue both client and agency folks alike are trying to grapple with right now...and ultimately, the ultimate agency will have to possess all of the skills sets stated below.Small scrappy boutique agencies who have to be master of all - not jack of one - are getting it right. The bigger agencies are struggling...big is going to have to learn how to be small again.
Tuesday, February 3, 2009
The Future Agency Of Record Will Be Social
By Joe Marchese
There is a quite battle raging in the advertising industry over who will become the Agency of Record (AOR) for marketers' social media efforts. With traditional media for delivering advertising declining in reach and effectiveness, and an even greater call for advertising efficiency in a down economy, becoming a marketer's social media AOR can be a huge win and provide a map to a much-needed new business model and revenue stream for agencies.
Further complicating matters, as technology improves and the proliferation of social networks continue, all media will eventually be considered social media. So those agencies that win the title of social media AOR today, may very well simply evolve into a marketer's overall AOR, acting as the central point of all of a client's marketing initiatives.
The battle for the social media AOR title is even crossing what was once well-defined lines within the advertising industry. It seems to make just as much sense that a marketer's social media initiatives are handled by a public relations agency as it does to enlist a media buying agency. Maybe the creative agency is the right lead for social media efforts? Would it be better to have a small company focused on social media in its DNA, or a holding company, with its expansive resources? All seem viable, and all likely are. It will come down to who can evolve to meet the demands of stewarding a client's social media efforts. Here is a brief look some of the players and what makes them a potential fit as social media AOR:
PR - Because success in social media is more "earned media" than "paid media" -- and isn't earned media what great PR companies deliver? It is obvious to nearly every advertiser that to be effective they need to be in people's social content, rather than simply being placed next to people's social content. It's like the difference between being covered by the New York Times vs. buying an ad in the Times. Buying ads is just fine, and there will be a place for it, but it's not the holy grail.
Media Agencies - Because "free media" is a bigger fairy tale than unicorns. There will be significant capital outlay to earn people's attention in social media, which will need to be spread across various social media vendors and creative partners. It will be incredibly important to track real costs and measure ROI.
Creative Agencies - Because nothing is more important in social media than the idea and execution. With bought media, marketers were at least guaranteed reach even for bad ideas and bad execution; with social media, bad ideas and bad executions are over before they start. Additionally, social media is going to demand creative iteration and evolution based on real-time consumer feedback.
Research/Consultancies - Because "listen to the consumers" is the buzz phrase of choice for good reason. Social media provides as much, if not more, value as a way to listen to people's needs and wants. Marketers can finally have the one-to-one relationship they have been looking for and do a better job of creating and distributing products people want. They just need a way to hear people, and be heard, through all of the noise.
Independent Focused Agencies - Because managing social media efforts requires not only a unique skill set, but a unique relationship between a client and its social media agency. Independent agencies focused on social media have the advantage of structuring their offerings, relationships and organization to maximize return on a client's social media initiatives.
Holding Companies - Because if you think about it for a second, they have all of the above, all of the pieces of the puzzle; fitting them together seems to be the tricky part. But if the holding companies can pull from their various resources to provide an overarching social media solution, it might be hard to compete with them.
Search Engine Marketing Agencies - Because their DNA is based on the type of ongoing, iterative relationships (re: partnerships) necessary to allow success in social media. SEM firms redefined ROI for marketing initiatives, and while social isn't search, it's not broadcast, either.
In the long run, marketers will need agencies that possess all of the above skill sets -- or at least one agency proficient in coordinating a seamless effort across all of the disciplines required to activate their brands in social media.
Tuesday, February 3, 2009
The Future Agency Of Record Will Be Social
By Joe Marchese
There is a quite battle raging in the advertising industry over who will become the Agency of Record (AOR) for marketers' social media efforts. With traditional media for delivering advertising declining in reach and effectiveness, and an even greater call for advertising efficiency in a down economy, becoming a marketer's social media AOR can be a huge win and provide a map to a much-needed new business model and revenue stream for agencies.
Further complicating matters, as technology improves and the proliferation of social networks continue, all media will eventually be considered social media. So those agencies that win the title of social media AOR today, may very well simply evolve into a marketer's overall AOR, acting as the central point of all of a client's marketing initiatives.
The battle for the social media AOR title is even crossing what was once well-defined lines within the advertising industry. It seems to make just as much sense that a marketer's social media initiatives are handled by a public relations agency as it does to enlist a media buying agency. Maybe the creative agency is the right lead for social media efforts? Would it be better to have a small company focused on social media in its DNA, or a holding company, with its expansive resources? All seem viable, and all likely are. It will come down to who can evolve to meet the demands of stewarding a client's social media efforts. Here is a brief look some of the players and what makes them a potential fit as social media AOR:
PR - Because success in social media is more "earned media" than "paid media" -- and isn't earned media what great PR companies deliver? It is obvious to nearly every advertiser that to be effective they need to be in people's social content, rather than simply being placed next to people's social content. It's like the difference between being covered by the New York Times vs. buying an ad in the Times. Buying ads is just fine, and there will be a place for it, but it's not the holy grail.
Media Agencies - Because "free media" is a bigger fairy tale than unicorns. There will be significant capital outlay to earn people's attention in social media, which will need to be spread across various social media vendors and creative partners. It will be incredibly important to track real costs and measure ROI.
Creative Agencies - Because nothing is more important in social media than the idea and execution. With bought media, marketers were at least guaranteed reach even for bad ideas and bad execution; with social media, bad ideas and bad executions are over before they start. Additionally, social media is going to demand creative iteration and evolution based on real-time consumer feedback.
Research/Consultancies - Because "listen to the consumers" is the buzz phrase of choice for good reason. Social media provides as much, if not more, value as a way to listen to people's needs and wants. Marketers can finally have the one-to-one relationship they have been looking for and do a better job of creating and distributing products people want. They just need a way to hear people, and be heard, through all of the noise.
Independent Focused Agencies - Because managing social media efforts requires not only a unique skill set, but a unique relationship between a client and its social media agency. Independent agencies focused on social media have the advantage of structuring their offerings, relationships and organization to maximize return on a client's social media initiatives.
Holding Companies - Because if you think about it for a second, they have all of the above, all of the pieces of the puzzle; fitting them together seems to be the tricky part. But if the holding companies can pull from their various resources to provide an overarching social media solution, it might be hard to compete with them.
Search Engine Marketing Agencies - Because their DNA is based on the type of ongoing, iterative relationships (re: partnerships) necessary to allow success in social media. SEM firms redefined ROI for marketing initiatives, and while social isn't search, it's not broadcast, either.
In the long run, marketers will need agencies that possess all of the above skill sets -- or at least one agency proficient in coordinating a seamless effort across all of the disciplines required to activate their brands in social media.
Monday, January 19, 2009
2009
Back in Seattle after spending a very relaxing month in Australia. Australia is truly beautiful...i would say that though i guess since everyone has some sort of emotional connection to where they grew up. Feeling refreshed and renewed with a new perspective on life / work balance. (very important! ) and super excited about the year ahead.
Friday, November 21, 2008
Creative Media Experience
What is creative media experience? Well for me it is the future of digital marketing. No marketing really works efficiently or with impact when conducted in a silo. For me the 'ahh ha' moment is when creative + media + smart, intuitive interactive user experience work together to delivery a truly integrated marketing campaign. More on this soon...
Wednesday, November 12, 2008
Thursday, November 6, 2008
Social Networking is Like Real Estate
A good friend of mine who works in 'digital land' made the most fantastic observation yesterday. She said
People pick places to live for very different reasons....some choose location, some choose to be near their friends and family, some make decisions based on cost - cheaper to locate to an "up and coming area" than to the pricer, older, already developed locations. Others do it because they just "fell in love" with the place.
I am sure by now you are seeing where i am going with this. After my recent experience with Myspace I can safely say that Facebook is the "neighbourhood" i would like ( my clients!) to live in. The Myspace Neighbourhood needs to clean up a little first, build better infrastructure, and be a little more neighborly before I consider investing!!
...Facebook is the neighbourhood that I want (my brand) to live in!.She likened this social platfrom to a piece of land, or a house, within a neighborhood that she would want to live and invest in.
People pick places to live for very different reasons....some choose location, some choose to be near their friends and family, some make decisions based on cost - cheaper to locate to an "up and coming area" than to the pricer, older, already developed locations. Others do it because they just "fell in love" with the place.
I am sure by now you are seeing where i am going with this. After my recent experience with Myspace I can safely say that Facebook is the "neighbourhood" i would like ( my clients!) to live in. The Myspace Neighbourhood needs to clean up a little first, build better infrastructure, and be a little more neighborly before I consider investing!!
Friday, October 31, 2008
Microsoft - Change the World or Go Home
It is the Blue Monsters Birthday today....more on this to come but check out what Hugh McLeod has to say on this exciting anniversary at his blog www.gapingvoid.com
Thursday, October 30, 2008
Content + ( The most important part of a social media marketing campaign )
The most important component to a social media marketing campaign in one word is CONTENT. Thats it. Simple right? Well unfortunatley its not that simple...i really wish it was as my job would be so much easier. In trying to explain why content is so important I found myself always repeating the same mantra. "Its content plus measurement, its content + portablility, its content + strategy its content + analytics. You get the picture. So I have started calling this my Content + strategy for social media. And it seems to resonate with my audience.
It never ceases to amaze me how many meetings I end up in where the discussion is based around "driving users" to a "campaign landing environment" - but the question of if that CLE actually has compelling, relevent content once you have driven your audience there more often than not somehow gets overlooked. Another scenario I often find myself in is when both agency and client folks alike suggest "lets do something viral"! Virals can be wildly successful. They do more often than not put the "content first" model to play. However virals act like hit models...and more often they miss than hit. This is due to a variety of reasons but one of the main ones is the lack of prioritzation around sharing and portability. Make it easy for people to pass a long your content. Share with friends. upload to their blog, comment on it, digg it...you get where I am going here. It is becoming more and more feasible to measure this "pass a long" effect and for me this is where my job gets really exciting. Finally we can start to look at the effect of not just what search and display can have on a campaign but what the "sharing of content" has had on driving awareness or even end actions like a download, a registration and even a purchase. A company that is making great leaps and bounds in this area is Reach Machines....check them out if you can. As always i will leave this post with a question...does anyone know of any other companies - apart from the obvious ad serving tech companies - that are really making progress in the measurement of portable content and the "pass a long" effect on marketing campaigns?
It never ceases to amaze me how many meetings I end up in where the discussion is based around "driving users" to a "campaign landing environment" - but the question of if that CLE actually has compelling, relevent content once you have driven your audience there more often than not somehow gets overlooked. Another scenario I often find myself in is when both agency and client folks alike suggest "lets do something viral"! Virals can be wildly successful. They do more often than not put the "content first" model to play. However virals act like hit models...and more often they miss than hit. This is due to a variety of reasons but one of the main ones is the lack of prioritzation around sharing and portability. Make it easy for people to pass a long your content. Share with friends. upload to their blog, comment on it, digg it...you get where I am going here. It is becoming more and more feasible to measure this "pass a long" effect and for me this is where my job gets really exciting. Finally we can start to look at the effect of not just what search and display can have on a campaign but what the "sharing of content" has had on driving awareness or even end actions like a download, a registration and even a purchase. A company that is making great leaps and bounds in this area is Reach Machines....check them out if you can. As always i will leave this post with a question...does anyone know of any other companies - apart from the obvious ad serving tech companies - that are really making progress in the measurement of portable content and the "pass a long" effect on marketing campaigns?
Wednesday, October 29, 2008
Favorite Quotation of the Day...
"Of course the game is rigged. Don't let that stop you--if you don't play, you can't win."
Robert Heinlein
US science fiction author (1907 - 1988)
Robert Heinlein
US science fiction author (1907 - 1988)
Vivace...
...what would I do without you in the morning??. Best dam coffee in seattle....honestly have note found better. Let me know if I am missing something but this black deliciousness has got to be hard to beat!
Monday, October 27, 2008
what is up with myspace...seriously...
...was negotiating with them today and had the worst sales person on the phone. Honestly, so rude, so sales driven. I asked them to work with us, come up with a creative solution to our problem which would benefit my client, and Myspace and their response was "client X has millions of $$$...they just need to pay for advertising".... done and done. Well Myspace, its not done and done, and you guys need to think of new ways to monetize your platform. We work with many social media platforms and they all work with us, as an extension of our team, there are many ways to engage consumers and make money at the same time....
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