Archive for October, 2009
October 2009
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Conversation is the new Marketing
posted by in
Tue 27th
Old paradigms shattered. In the formative years of the web economy, marketers tried to impose the old order on us. They used their websites as display channels, whereby they could talk AT their consumers. But something else was percolating: the emergence of the trust economy. The idea that people could talk amongst themselves online, that they could share stories, reviews, advice, conversation threads. In the coming together of the people on the social web, corporate websites became secondary channels for brand chatter. Facebook absorbs 8 billion minutes of total usage time per day. That’s just under 1% of total human attention. What chunk of total human attention do you think corporate websites have?
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Beware the Power Pukers
posted by in
Tue 20th
We live in an era of superfluous data. The first decade of the web era was about the battle to liberate the voices of real people. Well, that battle has been won and now, we have too much. We are overwhelmed. We suffer from what Clay Shirky has called filter failure. The volume of data has overpowered our basic analytical capabilities. The center cannot hold; the system breaks down, the levees crack and we are drowned in meaningless information. My friend works as a web analyst at the major canadian telco. In a perverse twist on Avinash’s famous 10/90 rule, he spends about 10% of his time surfacing insights and 90% of his time wrestling with a convoluted array of reports, charts, and dashboards from myriad suppliers. How productive is that?
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Data where only subjectivity existed before
posted by in
Mon 19th
“…in a digital world where everything can be measured, we all work on commission. And why not? If you do great work and it works, you should get rewarded. And if you don’t, it’s hard to see why a rational organization would keep you on.”
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Managing brand-consumer touch points
posted by in
Fri 9th
Managing brand-consumer touch points is the central challenge of the non-line marketing era. Here’s a real world example. A friend of mine just bought himself a new Hyundai Genesis Coupe. It was a three week process, and he told me the whole, convoluted story.
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You can’t compel passion
posted by in
Wed 7th
You can’t compel passion, but you can fake it. You can simulate passion. You can pretend to care, to be happy, to be enthusiastic. When you’re sitting across from a prospective employer, you can feign belief in the company, in its goals, its missions, its products. You can dupe a client into thinking that you’re a specialist, an expert, an irrepressible guru. You can pretend to be interested in that long, rambling, incoherent story your date is telling you.
Conversation is the new Marketing
posted by in
Old paradigms shattered. In the formative years of the web economy, marketers tried to impose the old order on us. They used their websites as display channels, whereby they could talk AT their consumers. But something else was percolating: the emergence of the trust economy. The idea that people could talk amongst themselves online, that they could share stories, reviews, advice, conversation threads. In the coming together of the people on the social web, corporate websites became secondary channels for brand chatter. Facebook absorbs 8 billion minutes of total usage time per day. That’s just under 1% of total human attention. What chunk of total human attention do you think corporate websites have?
Beware the Power Pukers
posted by in
We live in an era of superfluous data. The first decade of the web era was about the battle to liberate the voices of real people. Well, that battle has been won and now, we have too much. We are overwhelmed. We suffer from what Clay Shirky has called filter failure. The volume of data has overpowered our basic analytical capabilities. The center cannot hold; the system breaks down, the levees crack and we are drowned in meaningless information. My friend works as a web analyst at the major canadian telco. In a perverse twist on Avinash’s famous 10/90 rule, he spends about 10% of his time surfacing insights and 90% of his time wrestling with a convoluted array of reports, charts, and dashboards from myriad suppliers. How productive is that?
Data where only subjectivity existed before
posted by in
“…in a digital world where everything can be measured, we all work on commission. And why not? If you do great work and it works, you should get rewarded. And if you don’t, it’s hard to see why a rational organization would keep you on.”
Managing brand-consumer touch points
posted by in
Managing brand-consumer touch points is the central challenge of the non-line marketing era. Here’s a real world example. A friend of mine just bought himself a new Hyundai Genesis Coupe. It was a three week process, and he told me the whole, convoluted story.
You can’t compel passion
posted by in
You can’t compel passion, but you can fake it. You can simulate passion. You can pretend to care, to be happy, to be enthusiastic. When you’re sitting across from a prospective employer, you can feign belief in the company, in its goals, its missions, its products. You can dupe a client into thinking that you’re a specialist, an expert, an irrepressible guru. You can pretend to be interested in that long, rambling, incoherent story your date is telling you.
