Blogger, I have two new crushes. Twitter and Facebook. I've been on FB a few years but resisted getting really engaged. I'm new to tweeting, but the crowdsourcing of info-searching has me hooked.
Here's the problem - I'm microblogging, which has resulted in feeling like I have less to say on the blog. It shouldnt' really. There's room for both - I can microblog a thought or insight or link, but could assess, interpret, analyze, and comment on brand-related developments here. I just lack the motivation to blog it up when I'm busy tweeting. And really, one can even comment in-depth on facebook with notes, or on friendfeed.
What's a blogger to do?
Thursday, January 15, 2009
Saturday, January 3, 2009
Getting Excited About Enterprise 2.0
This holiday season I've been focused on a three-book edited series under contract with Praeger Publishers. The topic is Enterprise 2.0 - How Technology, E-Commerce, and Web 2.0 Are Transforming BusinessVirtually. I wanted to include contributions from the thought leaders I most admire in this field and you'll see how fortunate I've been when you view the list of contributors below.
More are on the way. I've been reading drafts from other interested authors too. Lastly, I'm still in recruitment mode for contributions on the following list of topics:
*Principles of Enterprise 2.0* Perpetual Beta, Continuous Improvement in the Virtual Age* Web Security for Businesses* Leveraging the Web for Product Development* The Interaction between People and Technology and the Effect on Design* Social Software Design* Organizational Transparency* Enterprise Management* Game Simulations in the Workplace* Managing the DNA of Electronic Communication* Technological Tools: Managing the Work in "Net"Work*
Are you an expert in this area or do you have someone to propose? Please let me know!
Draft Table of Contents - Enterprise 2.0
Volume 1
1. Beyond Web 2.0: Implications for Businesses by Rob Rose
2. Making Corporate Information Meaningful in a Networked Age by James Brown
3. Sustainability Initiatives and the Enterprise 2.0 Corporation by Jason Oliver
4. Harnessing Collective knowledge: Network Cohesion in Communities of Practice by Peter Otto
5. Protecting your Brand from Brand Jacking by Jennifer Leggio
6. Social Media Law: Challenges, Solutions, and Policies by Linda Wright
7. Secure Content Management by Rob Rose
8. Widgets as Profitable Business Applications by Ryan Stewart
9. Cloud Computing: Internet Influence on International Accounting Standards by Presha Neidermeyer
Volume 2
10. Management 2.0 by Oliver Marks
11. Working in Virtual Teams by Liz Ravlin
12. Behind the Screen: Understanding Virtual Group Behavior by Rudy Nydegger
13. Virtual Interviews and eRecruiting by Lily Run
14. Community Development in a Virtual Space by Ellen Kolsto with Metaversatility
15. Email as Enemy by Oliver Marks
16. Networked Employees and the Fate of Work-Family Interference by Cheryl Adkins
Volume 3
17. Cross-Media Entertainment by Christy Dena
18. Virtual Fan Clubs and Brand Fans by Robert Kozinets
19. Growing Up "Virtual": How Interactive Technologies Impact Youth Consumer Behavior by Natalie Wood
20. Digital Direct by Lisa Spiller
21. Monitoring service failures and managing service recovery with social media by Deborah Cowles
22. Messages Still Matter: PR in a Digital World by Bob Witeck
23. Netnography: Harnassing the Data Produced by Online Commmunities for Market Research by Robert Kozinets
24. Web panels: Replacement technology for market research Anja Goritz
25. The In-Avatar Interview and Virtual Research Methods by Liz Dean and Tracy Tuten
26. Viral Communication by Thomas Donohue
27. Mass Servicing of Micromarkets by Rob Rose
28. Social Navigation, Social Researchers, and E-Shopping: Guiding Principles for E-Retailers by Tracy Tuten and Lauren Freedman
29. Digital Markets for Non-Digital Products by Scott Sherman
30. Digital Gifts: Evolving Patterns in Gift Exchange by Erika Pearson
More are on the way. I've been reading drafts from other interested authors too. Lastly, I'm still in recruitment mode for contributions on the following list of topics:
*Principles of Enterprise 2.0* Perpetual Beta, Continuous Improvement in the Virtual Age* Web Security for Businesses* Leveraging the Web for Product Development* The Interaction between People and Technology and the Effect on Design* Social Software Design* Organizational Transparency* Enterprise Management* Game Simulations in the Workplace* Managing the DNA of Electronic Communication* Technological Tools: Managing the Work in "Net"Work*
Are you an expert in this area or do you have someone to propose? Please let me know!
Draft Table of Contents - Enterprise 2.0
Volume 1
1. Beyond Web 2.0: Implications for Businesses by Rob Rose
2. Making Corporate Information Meaningful in a Networked Age by James Brown
3. Sustainability Initiatives and the Enterprise 2.0 Corporation by Jason Oliver
4. Harnessing Collective knowledge: Network Cohesion in Communities of Practice by Peter Otto
5. Protecting your Brand from Brand Jacking by Jennifer Leggio
6. Social Media Law: Challenges, Solutions, and Policies by Linda Wright
7. Secure Content Management by Rob Rose
8. Widgets as Profitable Business Applications by Ryan Stewart
9. Cloud Computing: Internet Influence on International Accounting Standards by Presha Neidermeyer
Volume 2
10. Management 2.0 by Oliver Marks
11. Working in Virtual Teams by Liz Ravlin
12. Behind the Screen: Understanding Virtual Group Behavior by Rudy Nydegger
13. Virtual Interviews and eRecruiting by Lily Run
14. Community Development in a Virtual Space by Ellen Kolsto with Metaversatility
15. Email as Enemy by Oliver Marks
16. Networked Employees and the Fate of Work-Family Interference by Cheryl Adkins
Volume 3
17. Cross-Media Entertainment by Christy Dena
18. Virtual Fan Clubs and Brand Fans by Robert Kozinets
19. Growing Up "Virtual": How Interactive Technologies Impact Youth Consumer Behavior by Natalie Wood
20. Digital Direct by Lisa Spiller
21. Monitoring service failures and managing service recovery with social media by Deborah Cowles
22. Messages Still Matter: PR in a Digital World by Bob Witeck
23. Netnography: Harnassing the Data Produced by Online Commmunities for Market Research by Robert Kozinets
24. Web panels: Replacement technology for market research Anja Goritz
25. The In-Avatar Interview and Virtual Research Methods by Liz Dean and Tracy Tuten
26. Viral Communication by Thomas Donohue
27. Mass Servicing of Micromarkets by Rob Rose
28. Social Navigation, Social Researchers, and E-Shopping: Guiding Principles for E-Retailers by Tracy Tuten and Lauren Freedman
29. Digital Markets for Non-Digital Products by Scott Sherman
30. Digital Gifts: Evolving Patterns in Gift Exchange by Erika Pearson
Thursday, December 4, 2008
For The Holidays, Send Virtual Gifts and Regifts!
Nina Lentini's recent story in Online Media Daily on UPS's new microsoft and Facebook application highlights the value of sending gifts as a relationship maintenance device among online social networks.
The UPSRegifter website enables visitors to upload images of gifts (regifts) and UPS will email the recipients with a link to claim the regift. The gallery of regifts feature a host of classic gifts one might not want or use. Really, the range of gifts is a perfect illustration of why gift cards are now at the top of most wish lists! If you have your own less than ideal gift to regift, upload the photo and send it on its way.
The "wrapping" and "shipping" portion of the application completes the brand experience and reinforces the UPS position.
It's fun and trendy and perfectly timed for the holidays and the current wave of virtual gifting.
There's just one problem. Regifting is the popular term for a gift strategy known as "lateral cycling." Who receives laterally cycled gifts? Gift recipients for whom the gift giver feels he or she must offer something, just to acknowledge the relationship or to reciprocate a gift receipt from said person. In other words, someone that really isn't all that important to the gift giver.
Gifts help us to build and maintain our relationships. Granted there are times that we find ourselves in situations of needing just to acknowledge someone with *something* - anything really, that is easy and inexpensive and convenient. A regift, virtual or otherwise, fits the bill. Still, if the gift recipients realize that gift is a regift - it's like a withdrawal from the relationship account instead of a deposit.
For UPS - this quirky, fun, well-timed activity might be the perfect anecdote to building online relationships. Or not.
Monday, November 24, 2008
Symbols from Our Past
I'm a sucker for nostalgia - and I love The Wizard of Oz nearly as much as Roman Holiday and Sound of Music. That's why this new ad from Pillsbury will send me shopping to ensure there are plenty of Pillsbury crescent rolls on the Thanksgiving dinner table. The Pillsbury ad is posted on the WSJ online website. Click the link to view.
The moment I saw the first clicking of heels three times, I thought - there's no place like home. A few seconds later, I was clicking my heels and eagerly awaiting the message built upon this symbol from our past. Home is calling.
The moment I saw the first clicking of heels three times, I thought - there's no place like home. A few seconds later, I was clicking my heels and eagerly awaiting the message built upon this symbol from our past. Home is calling.
Wednesday, November 19, 2008
Is Social Media Media?
An article in Advertising Age reports that the GM for interactive marketing and innovation at P&G, Ted McConnell, questions whether marketers are hi-jacking social community space. He reportedly said, "I have a reaction to that as a consumer advocate and an advertiser," he said. "What in heaven's name made you think you could monetize the real estate in which somebody is breaking up with their girlfriend?"
So my first question to you is - are social media marketers infringing on space you'd rather have free of marketing?
Please comment to this post with your opinions!
My view of social media as a marketing platform has always been that brands only belong in the space if they are contributing to the dialogue and adding value to those they reach. When brands participate in the conversation and are valued for the relationship, it's not hi-jacking.
McConnell went on to say this (as reported in AdAge): "Who said this is media? Media is something you can buy and sell. Media contains inventory. Media contains blank spaces. Consumers weren't trying to generate media. They were trying to talk to somebody."
This peaked my curiousity so I took a look at the definitions of media.
There are 11 definitions offered by The Free Dictionary and these in particular seem relevant.
1. Something, such as an intermediate course of action, that occupies a position or represents a condition midway between extremes.
2. An intervening substance through which something else is transmitted or carried on.
3. An agency by which something is accomplished, conveyed, or transferred: The train was the usual medium of transportation in those days.
4. pl. media
a. A means of mass communication, such as newpapers, magazines, radio, or television.
b. media (used with a sing. or pl. verb) The group of journalists and others who constitute the communications industry and profession.
5. pl. media An object or device, such as a disk, on which data is stored.
6. pl. media
a. A surrounding environment in which something functions and thrives.
b. The substance in which a specific organism lives and thrives.
c. A culture medium.
7.
a. A specific kind of artistic technique or means of expression as determined by the materials used or the creative methods involved: the medium of lithography.
b. The materials used in a specific artistic technique: oils as a medium.
You can probably see where I'm going with this - social communities definitely fit the intent of the word media. Consumers generate content for the social media space, just as journalists create content for mass media. The question should not be - is this media; the question is how can we nurture the environment and the content transferred via the environment in way that allows the community to benefit.
Thoughts?
So my first question to you is - are social media marketers infringing on space you'd rather have free of marketing?
Please comment to this post with your opinions!
My view of social media as a marketing platform has always been that brands only belong in the space if they are contributing to the dialogue and adding value to those they reach. When brands participate in the conversation and are valued for the relationship, it's not hi-jacking.
McConnell went on to say this (as reported in AdAge): "Who said this is media? Media is something you can buy and sell. Media contains inventory. Media contains blank spaces. Consumers weren't trying to generate media. They were trying to talk to somebody."
This peaked my curiousity so I took a look at the definitions of media.
There are 11 definitions offered by The Free Dictionary and these in particular seem relevant.
1. Something, such as an intermediate course of action, that occupies a position or represents a condition midway between extremes.
2. An intervening substance through which something else is transmitted or carried on.
3. An agency by which something is accomplished, conveyed, or transferred: The train was the usual medium of transportation in those days.
4. pl. media
a. A means of mass communication, such as newpapers, magazines, radio, or television.
b. media (used with a sing. or pl. verb) The group of journalists and others who constitute the communications industry and profession.
5. pl. media An object or device, such as a disk, on which data is stored.
6. pl. media
a. A surrounding environment in which something functions and thrives.
b. The substance in which a specific organism lives and thrives.
c. A culture medium.
7.
a. A specific kind of artistic technique or means of expression as determined by the materials used or the creative methods involved: the medium of lithography.
b. The materials used in a specific artistic technique: oils as a medium.
You can probably see where I'm going with this - social communities definitely fit the intent of the word media. Consumers generate content for the social media space, just as journalists create content for mass media. The question should not be - is this media; the question is how can we nurture the environment and the content transferred via the environment in way that allows the community to benefit.
Thoughts?
Thursday, October 30, 2008
Thoughts on Obama's Infomercial
According to Nielsen Media Research, about 21% of US households viewed Barack Obama's infomercial last night. While that suggests that many refrained from watching, perhaps having already made up their minds or just being sick and tired of 24-7 political speak, a substantial number of people tuned in. When compared to ratings earned by other shows, the most viewed show of the previous week was Dancing with the Stars, which earned a rating of just 12!
If a network sold ad space on Obama's show, a 21 rating would be considered a raging success. To put it in perspective, last year's Super Bowl rated 57 - but hey, that's the Super Bowl.
Here's a question - estimates of the cost to air that 30 MINUTE commercial on prime time television on 5 networks are running at $4 million plus. Why was it only $4 million?? The price to air on CBS and NBC ran under a million each. Yet ad units are estimated at over $100,000 on prime time networks. Obama's ad buy should have hit $4 million just on NBC and CBS alone. Why the price break? What would McCain have been asked to pay for those ad units?
Was it effective? Only time (and votes) will tell. But I hope it sent a very startling message to everyone. Obama meant the ad as a well-scripted, heavily produced pitch. But he also gave his critics ammunition.
I cringed when I heard his say "I am my brother's keeper." We are a free country and a capitalistic society. We decide each for ourselves whether to serve in the capacity of keeper and for whom we will extend these kindnesses.
This article from the AP lays out point by point the misrepresentations present in Obama's infomercial. Like any ad, one should not accept each assertion as truth. We must ask whether the motives of the source and the past behavior of the source warrant our trust that the assertions made are true.
Media analysts are mixed on their assessments of the ad. Some say it was overscripted, over produced, and will alienate voters. Others way it was moving and emotional - just like the best in advertising.
Many times I've heard ad execs say that the only way to the heart of a consumer (and his or her wallet) is through emotion. Obama is a product and a brand, but this is the highest risk buying decision we will make for some time to come. Make your purchase decision with logic over emotion, with reason over affect.
If a network sold ad space on Obama's show, a 21 rating would be considered a raging success. To put it in perspective, last year's Super Bowl rated 57 - but hey, that's the Super Bowl.
Here's a question - estimates of the cost to air that 30 MINUTE commercial on prime time television on 5 networks are running at $4 million plus. Why was it only $4 million?? The price to air on CBS and NBC ran under a million each. Yet ad units are estimated at over $100,000 on prime time networks. Obama's ad buy should have hit $4 million just on NBC and CBS alone. Why the price break? What would McCain have been asked to pay for those ad units?
Was it effective? Only time (and votes) will tell. But I hope it sent a very startling message to everyone. Obama meant the ad as a well-scripted, heavily produced pitch. But he also gave his critics ammunition.
I cringed when I heard his say "I am my brother's keeper." We are a free country and a capitalistic society. We decide each for ourselves whether to serve in the capacity of keeper and for whom we will extend these kindnesses.
This article from the AP lays out point by point the misrepresentations present in Obama's infomercial. Like any ad, one should not accept each assertion as truth. We must ask whether the motives of the source and the past behavior of the source warrant our trust that the assertions made are true.
Media analysts are mixed on their assessments of the ad. Some say it was overscripted, over produced, and will alienate voters. Others way it was moving and emotional - just like the best in advertising.
Many times I've heard ad execs say that the only way to the heart of a consumer (and his or her wallet) is through emotion. Obama is a product and a brand, but this is the highest risk buying decision we will make for some time to come. Make your purchase decision with logic over emotion, with reason over affect.
Tuesday, October 21, 2008
Brand Fan or Consumerist?
Brand Fan? That's what Oprah's people consider Robin Okrant - a social experimenter of sorts. Okrant blogs at www.livingoprah.com.
That's right - the blog is called Living Oprah and Okrant's mission has been to follow Oprah's directives on purchases.
Brands strive to engage consumers and Oprah has absolutely mastered the art of engagement! One reason for the power behind her suggestions is her refusal to endorse products for financial gain. In addition to our admiration for Oprah as a celebrity, journalist, philanthropist, and woman, we can listen knowing that there's no alterior motive behind her recommendations. We can trust her which adds a lot of strength to her persuasiveness.
Okrant is no 'Oprah' brand evangelist though. She points out that while Oprah makes a lot of good calls on what to buy, some of her recommendations are right for Oprah but not necessarily right for everyone. She's a brand fan with a keen sense of consumerism. In fact, her blog is a bit like "Oprah Meets The Consumer Society."
A special thanks to Vicki for pointing this story out to me!
That's right - the blog is called Living Oprah and Okrant's mission has been to follow Oprah's directives on purchases.
Brands strive to engage consumers and Oprah has absolutely mastered the art of engagement! One reason for the power behind her suggestions is her refusal to endorse products for financial gain. In addition to our admiration for Oprah as a celebrity, journalist, philanthropist, and woman, we can listen knowing that there's no alterior motive behind her recommendations. We can trust her which adds a lot of strength to her persuasiveness.
Okrant is no 'Oprah' brand evangelist though. She points out that while Oprah makes a lot of good calls on what to buy, some of her recommendations are right for Oprah but not necessarily right for everyone. She's a brand fan with a keen sense of consumerism. In fact, her blog is a bit like "Oprah Meets The Consumer Society."
A special thanks to Vicki for pointing this story out to me!
I'm a PC - Part 2
hmmm - I have to wonder if Microsoft's I'm a PC campaign is getting to Apple. It recently released new ads designed as a retort to Microsoft.
You can view the ads on Apple's site or at YouTube.
This one - Bean Counter - is a humorous yet pointed jab. The bean counter allocates funds to either advertising or fixing Vista. Advertising wins the budget allocation game.
Clearly both brands are great marketers. Both use advertising and other marketing communications to build their brands. But these latest ads suggest that maybe Microsoft's I'm a PC got under Apple's skin...
You can view the ads on Apple's site or at YouTube.
This one - Bean Counter - is a humorous yet pointed jab. The bean counter allocates funds to either advertising or fixing Vista. Advertising wins the budget allocation game.
Clearly both brands are great marketers. Both use advertising and other marketing communications to build their brands. But these latest ads suggest that maybe Microsoft's I'm a PC got under Apple's skin...
Thursday, October 9, 2008
Simplifying Web 2.0
Yesterday I participated in a webinar from B2B Online along with Robert Rose of CrownPeak.
It was on simplifying marketing in a Web 2.0 overwhelmed world. CrownPeak manages content for brands using the social media space. Rob explained the challenges companies face as they try to add yet another component into the promotional mix in the form of social media. I "set the stage" with the social media tools brands have at their disposal and a process for evaluating whether social media is right for a brand.
The webinar is now archived and available on the B2B Online website.
It was on simplifying marketing in a Web 2.0 overwhelmed world. CrownPeak manages content for brands using the social media space. Rob explained the challenges companies face as they try to add yet another component into the promotional mix in the form of social media. I "set the stage" with the social media tools brands have at their disposal and a process for evaluating whether social media is right for a brand.
The webinar is now archived and available on the B2B Online website.
The Challenges of Brand Naming
It's been a bit since my last post and it all stems from a naming challenge!
This blog has been the Marketing Nazi. I named it that because it was a term of endearment (seriously!) used by my students. It also had the breadth to enable me to write on anything related to marketing without overstepping the bounds of the name.
I gave thought to whether the phrase would be offensive and decided 'nazi' had been sufficiently pop culturized to make the name a non-issue. I was wrong.
And so off I went on the long, arduous process of finding a new brand name for the blog!
Several friends and public relations experts helped - James Brown, Scott Sherman, David Jones, and Liz Shields and Christian Munson of CRT-Tanaka and Dennis Sercombe, PR at Longwood. You listened to me whine over names, propose all kinds of silly variations, and threw back several for me to consider. Dear Readers, we must have evaluated over 100 brand names! One of my personal favorites that didn't make the cut was ROCK BrAND. :)
Brand naming is a challenge. One has to come across that special name that captures the passion of what the brand seeks to do in its space. The name needs to have meaning. It needs to be distinctively identifiable (there are so many blogs on branding and marketing; this was a major challenge!). It needs to memorable and easy to spell. For me, it was tempting to develop a name related to the title of my book - but I don't only write about social media. I needed a name that would reflect my opinions throughout the realm of branding.
Well, you see - we landed on Brandacity. Why? I'm tenacity - if one brands with tenacity = brandacity.
There were two very close runner-ups: 1) MediaShrugged and 2) Brandwitched.
MediaShrugged is a nod to my favorite book, Atlas Shrugged. As an objectivist, my philosophy provides a foundation to my analysis of everything I experience. Ultimately, MediaShrugged was eliminated because it emphasized MEDIA, as opposed to branding and media's role in branding.
Brandwitched sought to capture the notion of being bewitched with brands. I still love this one too. But my team of brand name analysts had mixed feelings - bewitched with brands is good; sandwiched brands is bad. It also has the potential for misspellings, given the sandwiched interpretation. Lastly, some thought it was too cutesy to be serious.
Imagine going through 100 names trying to find the one that captures who I am, what I do, what I have to say, isn't similar to another blog name out there, is easy to spell, is memorable, and credible. Eeek!
Does this sound like all gut reaction and faith? It is. Branding decisions are often times about what feels right for a brand and the road ahead for the brand.
Welcome to Brandacity!
This blog has been the Marketing Nazi. I named it that because it was a term of endearment (seriously!) used by my students. It also had the breadth to enable me to write on anything related to marketing without overstepping the bounds of the name.
I gave thought to whether the phrase would be offensive and decided 'nazi' had been sufficiently pop culturized to make the name a non-issue. I was wrong.
And so off I went on the long, arduous process of finding a new brand name for the blog!
Several friends and public relations experts helped - James Brown, Scott Sherman, David Jones, and Liz Shields and Christian Munson of CRT-Tanaka and Dennis Sercombe, PR at Longwood. You listened to me whine over names, propose all kinds of silly variations, and threw back several for me to consider. Dear Readers, we must have evaluated over 100 brand names! One of my personal favorites that didn't make the cut was ROCK BrAND. :)
Brand naming is a challenge. One has to come across that special name that captures the passion of what the brand seeks to do in its space. The name needs to have meaning. It needs to be distinctively identifiable (there are so many blogs on branding and marketing; this was a major challenge!). It needs to memorable and easy to spell. For me, it was tempting to develop a name related to the title of my book - but I don't only write about social media. I needed a name that would reflect my opinions throughout the realm of branding.
Well, you see - we landed on Brandacity. Why? I'm tenacity - if one brands with tenacity = brandacity.
There were two very close runner-ups: 1) MediaShrugged and 2) Brandwitched.
MediaShrugged is a nod to my favorite book, Atlas Shrugged. As an objectivist, my philosophy provides a foundation to my analysis of everything I experience. Ultimately, MediaShrugged was eliminated because it emphasized MEDIA, as opposed to branding and media's role in branding.
Brandwitched sought to capture the notion of being bewitched with brands. I still love this one too. But my team of brand name analysts had mixed feelings - bewitched with brands is good; sandwiched brands is bad. It also has the potential for misspellings, given the sandwiched interpretation. Lastly, some thought it was too cutesy to be serious.
Imagine going through 100 names trying to find the one that captures who I am, what I do, what I have to say, isn't similar to another blog name out there, is easy to spell, is memorable, and credible. Eeek!
Does this sound like all gut reaction and faith? It is. Branding decisions are often times about what feels right for a brand and the road ahead for the brand.
Welcome to Brandacity!
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