Please refer to Walter Naeslund for updates of this blog.
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den 21 november 2007
den 20 november 2007
Why Spreading Viruses is Not a Good Idea
Sophia at Spotify showed me this post today. When I first saw it I thought someone had just ripped it off a previous post on my blog. But then I read it and realized it was actually a pretty interesting text that elaborated further on the subject. Read it and ponder.
den 15 november 2007
Some Nice Brand Body Language
I spoke in an earlier post about brand body language, and exemplified with Google and "don't be evil". Here is some nice body language from the same company.
den 14 november 2007
OpenSocial not so Open?
...wait a minute. Now I got a little worried. OpenSocial is perhaps not so cool after all. Björn Fant pointed me to this piece written by none other than Tom O'Reilly himself.
Apparently an OpenSocial-application cannot fetch data from another application, but only from itself. So what is the point then? Is the only point that you can recycle apps on different platforms? Not much incentive for the end user then is there?
Apparently an OpenSocial-application cannot fetch data from another application, but only from itself. So what is the point then? Is the only point that you can recycle apps on different platforms? Not much incentive for the end user then is there?
den 13 november 2007
OK. Can we skip this word "viral" already?!
I did also appreciate Seth Godin's original "Idea Virus"-era, but that was back in the early noughties. What has since been known as viral marketing is what we should all be doing. Only, the word viral, apart from being totally abused and misused, doesn't make sense semantically. What we are doing is social marketing. It's about trust. About using your trusted sources to sift out interesting stuff from the overflowing sea of information. It is not about uncontrollable viral outbreaks at all.
What's worse is the up-front use of the word viral. I've seen it in briefs and even agency names. One prime example is this horrible one:
The "Never Hide"-campaign by Ray Ban. They've made some really great content such as this film:
But now go to neverhide.com and see what happens. Go on. When you make it through the "choose language"-part, select films. Then look around the page for that horrible little word. It's there. THEY are calling their films "viral" which is like saying: "You love this film enough to send it to all of your friends. We are not asking, we're telling". When you finally get to the films you can't even share them, much less embed them anywhere. Great going guys. Couldn't be viral even if you showed proof of Elvis being alive. Why didn't you just embed the YouTube-clips?
What's worse is the up-front use of the word viral. I've seen it in briefs and even agency names. One prime example is this horrible one:
The "Never Hide"-campaign by Ray Ban. They've made some really great content such as this film:
But now go to neverhide.com and see what happens. Go on. When you make it through the "choose language"-part, select films. Then look around the page for that horrible little word. It's there. THEY are calling their films "viral" which is like saying: "You love this film enough to send it to all of your friends. We are not asking, we're telling". When you finally get to the films you can't even share them, much less embed them anywhere. Great going guys. Couldn't be viral even if you showed proof of Elvis being alive. Why didn't you just embed the YouTube-clips?
den 6 november 2007
The Message is the Medium
I'm doing a quick browsing pass through my feeds again and of course, the live bloggings from Mark Zuckerberg's keynote are hard not to read. We might be witnessing historical events here. The quote below is from Techcrunch's blog:
Zuckerberg: “Once every hundred years media changes. the last hundred years have been defined by the mass media. The way to advertise was to get into the mass media and push out your content. That was the last hundred years. In the next hundred years information won’t be just pushed out to people, it will be shared among the millions of connections people have. Advertising will change. You will need to get into these connections."
Now, this is an important insight. This kind of phenomenon can move very quickly. Because not only are these mechanisms potentially very effective, they are also to a large extent stripped from economical risk. At least when it comes to high risk distribution (i.e. expensive television shotgun technique). What will probably happen over time however is that adverting agencies will understand the value of great content and push at least part of the economical risk back to the advertiser by raising prices of great content (which will by the law of relativity always be a scarce resource). But expensive broadcasting will soon be history. The medium is not the message anymore, the message is the medium.
And that is very good news for the advertising industry, and not so good news for the television networks. This time content is king for real.
My question now to the advertising agencies of the world is whether you are staffed for this or not? Will the same people who have delivered witty, cool or beautiful ads that have been forced upon an audience be able to truly entertain, inspire and provide services? I'm not so sure.
Oh, by the way – add the words "Beacon" and "Pandemic" to you professional dictionary.
Zuckerberg: “Once every hundred years media changes. the last hundred years have been defined by the mass media. The way to advertise was to get into the mass media and push out your content. That was the last hundred years. In the next hundred years information won’t be just pushed out to people, it will be shared among the millions of connections people have. Advertising will change. You will need to get into these connections."
Now, this is an important insight. This kind of phenomenon can move very quickly. Because not only are these mechanisms potentially very effective, they are also to a large extent stripped from economical risk. At least when it comes to high risk distribution (i.e. expensive television shotgun technique). What will probably happen over time however is that adverting agencies will understand the value of great content and push at least part of the economical risk back to the advertiser by raising prices of great content (which will by the law of relativity always be a scarce resource). But expensive broadcasting will soon be history. The medium is not the message anymore, the message is the medium.
And that is very good news for the advertising industry, and not so good news for the television networks. This time content is king for real.
My question now to the advertising agencies of the world is whether you are staffed for this or not? Will the same people who have delivered witty, cool or beautiful ads that have been forced upon an audience be able to truly entertain, inspire and provide services? I'm not so sure.
Oh, by the way – add the words "Beacon" and "Pandemic" to you professional dictionary.
den 31 oktober 2007
More on OpenSocial
More commentary unfolding about OpenSocial by the minute. Zeus Jones made a comment about it on their blog, talking about it in terms of "MAAS-idea of the year". Myself, I see it more like inevitable standardisation, just like HTML or email. You want to be free to choose from Safari, Firefox, Opera or Explorer with similar results; just as you want to choose you email-client. Social networking is the same kind of thing.
Actually, the entire Internet is about that. We need node-based models, rather than hierarchical ones for everything on the Internet. The age of standardized portals is gone, and soon hierarchically set up websites will be gone to.
Zeus Jones also pointed me towards this post, which is a good write up on the story. Only problem is that it's talking about the short term incentives rather than the big picture.
But hey – I'm doing that, right?
Actually, the entire Internet is about that. We need node-based models, rather than hierarchical ones for everything on the Internet. The age of standardized portals is gone, and soon hierarchically set up websites will be gone to.
Zeus Jones also pointed me towards this post, which is a good write up on the story. Only problem is that it's talking about the short term incentives rather than the big picture.
But hey – I'm doing that, right?
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