September 22, 2007

HOWTO Bleach-stencil a shirt

Filed under: links, marketing, social media — Simone @ 11:45 am

Damn, if I were a marketer of bleaches I would link to stuff like this.


Or maybe not. Maybe, just maybe, I couldn’t overcome the fear of Web 2.0 or the simple fact that “the bigger the company gets, the more energy anybody trying to get anything interesting done will have to spend“.

Note to self: If there’s anything you learnt these years of working, is that trying is not enough. So pls stop looking for excuses and start pushing your company (I mean the building et all, if needed) where it is supposed to go. You either gonna be an hero or lose your job. If you put it in perspective, it may be worth running the risk.

Original link via BoingBoing.

[Bonus: I’m listening to the latest album by Ben Harper & The Innocent Criminals, Lifeline. It rocks. Highly recommended.]


July 12, 2007

Talkquote: The value of advertising

Filed under: advertising, links, quotes — Simone @ 10:33 pm

The value of advertising is that it tells you the exact opposite of what
the advertiser actually thinks. For example:

  • If the advertisement says “This is not your father’s Oldsmobile,” the advertiser is desperately concerned that this Oldsmobile, like all other Oldsmobiles, appeals primarily to old farts like your father.
  • If Coke and Pepsi spend billions of dollars to convince you that there are significant differences between these two products, both companies realize that Pepsi and Coke are virtually identical.
  • If the advertisement strongly suggests that Nike shoes enable athletes to perform amazing feats, Nike wants you to disregard the fact that shoe brand is unrelated to athletic ability.
  • If Budweiser runs an elaborate advertising campaign stressing the critical importance of a beer’s “born-on” date, Budweiser knows this factor has virtually nothing to do with how good a beer tastes.

From: 25 things I have learned in 50 years (by Dave Barry)

June 3, 2007

Days of understading + links

Filed under: links, marketing, PR — Simone @ 4:33 pm

You might have noticed I’m not posting that much these days. The reason is not that I’m busy (even though I AM VERY busy). The reason is, I decided to ponder all over again all that I’m saying here. Am I so sure that what’s going on is a real revolution? How do I know? Is it all going to be just incremental stuff in our – already stuffed – life? After all I might as well be wrong on all I think. Well for now here’s some more stuff to feed your informational overflow 🙂

Google Gears is bridging online and offline
This is, I think, a huge step toward having your own life networked (don’t know if it’s good or bad)

SEO found dead in Building 43
I Agree with Seth that getting to the first result position in Google is now more important than ever before. I also agree that Google knows this and is going to make almost impossible to game the system. One thing I don’t know: How much money is it worth being first? Anybody has some numbers please?

The Art of Schmoozing
Guy Kawasaki has a must-read post on how to PR yourself

Hugh on Bill & Steve Show
If you live on planet earth you know they met. Though I expected something more, Hugh Mcleod has a nice post on this.

The Difference Between Marketing, PR, Advertising, and Branding  (via micropersuasion)

May 23, 2007

Links for 24.05.2007

Filed under: advertising, links, marketing, media — Simone @ 10:19 pm

Technorati relaunches
mmm… it smells like a teen seach engine.

Mentos Geysers: world record attempt
The Google CPG (consumer packaged goods) blog has a post on the attempt to achieve a world record for most Mentos and Soda Fountains. I think the way Mentos approached a possible PR threat and rode it as possibly the biggest online media success story ever is just revealing. They did nothing special after all: they simply didn’t hide, spoke openly to their users and to the general public, embraced the discussion they didn’t start and came away with great goodwill and a world online campaign for little to no cost. Was that luck? Maybe so. Would your company exploit its luck like that?

When Trains Fly (from Advertising Age)
Nice one from AdAge. Do you know which market are you competing for? I feel like current revenue streams may be a big obstacle finding that out (or a big incentive to lying to yourself).

Deprivation Day 2: No Problem
Another one from AdAge. Diary of a TV less life and tips on how TV can be substituted with various online services, YouTube in primis. I live a TV-less life since a couple of years (I KNEW I HAD TO MAKE A BLOG OUT OF THAT! I KNEW THAT! Damn…) and I’m pretty happy. I read a lot more, I keep more and more blogs active (er… sort of…) and, well, not much else that I can think of. Uh, and another thing: I’m making my folks marketers’ job a lot tougher 🙂
Oh, and I agree that wisdom of crowds is selecting (and – indirectly – generating) much better content than any editor in chief, I guess that most people sticks to online media because of that.

May 22, 2007

Links for 22.05.2007

Filed under: advertising, links, marketing — Simone @ 10:45 pm

You do’t own your brand, your customer does
Chris at The Social Customer Manifesto writes a quick and simple post on how social media is challenging the way marketers acted for decades. While I don’t agree on some points, I found this very inspiring:

If the customer truly is in control as a result of the advent of social media, the most important thing to do is to actually engage in transparent, authentic conversation.

Google adds Hot Trends [via the Google Operating System]
Google added a useful tool to the already cool Google Trends. It basically lets you see the 100 queries that had the biggest evolution in a certain day. For now data are only showing US searches but other countries should follow shorlty.

[More] or (Less)
Seth Godin suggests that human beings have an innate character flaw that makes them to always want more of something, not less. I kind of agree beacuse we tend to see things in positive (ie I want more spare time, not less working time).

How to change the world: Ten (nine) questions with Anastasia Goodstein
Interesting thoughts on how teenagers feel about new technologies

Joost opens to everyone
Nice review from Last100. I’ve been in the beta testing for a while. Choice is still limited and quality so-so. I’d buy choice over quality anyway, so no wonder I didn’t really fall in love with it.

AdAge post on new Pepsi ad
While it’s just part of the campaign (and Bob Garfield doesn’t like the inconsistency) I like the approach of the BBDO commercial for Pepsi:

Consider this 30-second spot, in which a wry voice-over — atop crude, hand-lettered onscreen type — “boasts” about new consumer-preference results: “In a recent survey, diet-cola drinkers were asked, ‘Which diet cola has more cola taste?’ Fifty-six percent picked Diet Pepsi over Diet Coke. That means everybody. OK, almost everybody. Mostly everybody. Fine, a little more than half of everybody. Diet Pepsi, the choice of a little more than half of everybody.”

What can you do to start a discussion when you’ve been seriously and competitive for decades? Just like in a pub, I guess that relaxing and making fun of yourself is not a bad idea.

May 13, 2007

What Do You Want To Ask Doug Engelbart?

Filed under: links, talkmarks — Simone @ 6:31 pm

Chistopher at The Social Customer Manifesto is about to interview Doug Engelbart (he contributed inventing the mouse you’re using now and is one of the pioneers in networked computers and a number of other life-changing technologies). The discussion is going to revolve mostly on Collective IQ and how technology can lead to its increase. Christopher is asking for contribution on which question to ask (just leave a comment on the post): I guess this is a great opportunity to get a different point of view on how the picture is changing and is going to change: don’t miss out!

May 7, 2007

Note to self: don’t mistreat customers

Filed under: advertising, links, marketing — Simone @ 6:59 am

If you don’t want your customers to find out that you mistreat customers, then don’t mistreat customers (Dave Winer via The Social Customer).

I know it sounds really obvious but I guess it’s a big insight for people living in big companies that were successful last century (and quite possibly still are). Just in case it doesn’t sound so obvious to you, the reason is the 3rd rule of Hughtrain:

3. Your customers are becoming smarter about your market a lot faster than you are.

Thanks to the internet, your customers are able to talk to each other. They are able to find better information about your product than you are able of willing to give them, much quicker than you are capable of giving them. The conversation will happen with or without you, you’re better off joining in.

Well a reason could also be that you are just a nice guy but I know some people think it’s too naive.

Oh and speaking of Hughtrain, ladies and gentlemen, rule number 6 is very interesting as well (and to me it’s just a consequence of the above):

6. The future of advertising is internal.

The hardest part of a CEO’s job is sharing his enthusiasm with his colleagues, especially when a lot of them are making one-fiftieth of what he is. Selling the company to the general public is a piece of cake compared to selling it to the actual people who work for it.

Better keep that in mind.

By the way, sorry for unfrequent posting. As I said I’m very much in a “learning mode” these days, so my (little) spare time is more about reading/watching than writing.

May 2, 2007

Link: marketing & social media panel @ EconSM

Filed under: links, marketing, media — Simone @ 12:46 pm

Interesting post from The Social Customer Manifesto on a panel held in EconSM conference about marketing and the new social media.

I agree that one of the reasons most companies are still cautious on new media because of lack of measurement, but it’s not the only nor the most important reason.

An insightful piece of this discussion:

John Battelle (Chairman, Federated Media): […] Brands care about scale, safety and quality. They are used to controlling that message about their brand. They are afraid to get feedback.

Rishad Tobaccowala (CIO, Publicis Group): Marketing is about listening to your customer.

I’m not pretty sure but I guess that this is basically the same topic we’re discussing here, only at a higher level (I don’t think it is just about social media, whatever social media is 🙂 )

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