Last Saturday, Sean Howard, Matt Moore & I got together for a rambling discussion around Zombie Marketing:
Show Notes:
00:00 – Interesting Moose
01:20 – Zombie Marketing 1: Crazy Rug Sale Marketing
02:40 – Zombie Marketing 2: Late Night Ads In The Early Evening
03:20 – SuperBowl
05:00 – Angelina Jolie’s Lips
08:30 – Mobile Advertising
09:00 – Pharmaceutical Mystery Stories
11:00 – Beauty Products & White Coats
12:30 – Science Montage Advertising
13:55 – The Justice League Of Brands
14:20 – Product Placement – Gossip Girl
16:00 – Product Placement – Drugs & Guns
17:00 – Clothing & Branding
20:00 – Anti-Zombie Marketing
21:30 – Not Letting You Love It
23:30 – Showers
26:30 – Phone Spammer Bus Burning Vacation
27:00 – AT&T Outbound Atrocity
Hosted and facilitated by Matt, it’s part of his ongoing podcast series check them out!
Filed under: Digital Strategy
how to be an explorer of the world, originally uploaded by keri.
Filed under: Digital Strategy, Get Activist, Get Friendly, Great Stuff, Zeitgeist
Let’s get things straight here. They live on an island in Fiji. They (spear) fish, grow fruit and veg, compost their crap and drink a muddy narcotic and play guitars under the stars. That’s what they like to do.
And they won a big shiney silver wedge of a trophy. One that declares that Tribewanted is a more innovative and impactful social networking site than Skins on E4, and hold your breath…MySpace. Yes, MySpace, the world’s biggest online network, in a social networking competition. Bloody hell – how did that happen?
The team try to explain it here:
I think its hard to see it from the inside looking out – but here are the reasons the tribe members gave when we entered . I think it happened because we’re trying something different. And its starting to work. Very simply its about using a new and exciting way of communicating to make life better. And we’re not the only ones doing it either.
Not everyone can work on a project that is about building a sustainable island paradise. But we can all take inspiration in this vigorous enlistment of a community, the cleverness of building context in the clear signposts of their distributed messaging and consistently compelling stories.
John Dodds shared the American Marketing Association new definition of marketing:
Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.
It’s a big ask to educate our clients on the ever changing world, but if Apenisa Bogiso (Tui Mali) the Chief of Vorovoro can understand it I’m pretty sure I can help my clients get it too.
*thanks Kris Hoet and Kneale Mann
Filed under: Digital Strategy
Benjamin Zander: Classical music with shining eyes
Benjamin Zander has two infectious passions: classical music, and helping us all realize our untapped love for it — and by extension, our untapped love for all new possibilities, new experiences, new connections.
I have a passion for great leadership….and he manages to cover that off as well.
Beware. You might need tissues.
Strategy
When the brief’s all wrong and you can’t go on
Its Stragedy
When the planner cries and you don’t know why
It’s Stragedy
It’s so hard to care
When no-one gets that it’s goin’ nowhere
Stragedy
When you lose control and the insight has no soul
Its stragedy
When the reason flies and the goals just die
Plan! It’s a dare!
With no-one to guide you you’re goin’ nowhere……
Filed under: Get Activist
My chapter for the second edition of the Age of Conversation is titled “The price of conversation is eternal vigilance” for the “My Marketing Disasters” section and is reproduced here through the powers of the very nifty wordle:
Wordle is a toy for generating “word clouds” from text that you provide. The clouds give greater prominence to words that appear more frequently in the source text. You can tweak your clouds with different fonts, layouts, and color schemes. The images you create with Wordle are yours to use however you like. You can print them out, or save them to the Wordle gallery to share with your friends.
But back to AoC2…here are the 237 authors who have committed their time and creativity for the edition’s good cause (after all, all proceeds go to Variety, the Children’s Charity) which is planned to launch in August:
Adrian Ho, Aki Spicer, Alex Henault, Amy Jussel, Andrew Odom, Andy Nulman, Andy Sernovitz, Andy Whitlock, Angela Maiers, Ann Handley, Anna Farmery, Armando Alves, Arun Rajagopal, Asi Sharabi, Becky Carroll, Becky McCray, Bernie Scheffler, Bill Gammell, Bob LeDrew, Brad Shorr, Brandon Murphy, Branislav Peric, Brent Dixon, Brett Macfarlane, Brian Reich, C.C. Chapman, Cam Beck, Casper Willer, Cathleen Rittereiser, Cathryn Hrudicka, Cedric Giorgi, Charles Sipe, Chris Kieff, Chris Cree, Chris Wilson, Christina Kerley (CK), C.B. Whittemore, Chris Brown, Connie Bensen, Connie Reece, Corentin Monot, Craig Wilson, Daniel Honigman, Dan Schawbel, Dan Sitter, Daria Radota Rasmussen, Darren Herman, Dave Davison, David Armano, David Berkowitz, David Koopmans, David Meerman Scott, David Petherick, David Reich, David Weinfeld, David Zinger, Deanna Gernert, Deborah Brown, Dennis Price, Derrick Kwa, Dino Demopoulos, Doug Haslam, Doug Meacham, Doug Mitchell, Douglas Hanna, Douglas Karr, Drew McLellan, Duane Brown, Dustin Jacobsen, Dylan Viner, Ed Brenegar, Ed Cotton, Efrain Mendicuti, Ellen Weber, Eric Peterson, Eric Nehrlich, Ernie Mosteller, Faris Yakob, Fernanda Romano, Francis Anderson, Gareth Kay, Gary Cohen, Gaurav Mishra, Gavin Heaton, Geert Desager, George Jenkins, G.L. Hoffman, Gianandrea Facchini, Gordon Whitehead, Greg Verdino, Gretel Going & Kathryn Fleming, Hillel Cooperman, Hugh Weber, J. Erik Potter, James Gordon-Macintosh, Jamey Shiels, Jasmin Tragas, Jason Oke, Jay Ehret, Jeanne Dininni, Jeff De Cagna, Jeff Gwynne & Todd Cabral, Jeff Noble, Jeff Wallace, Jennifer Warwick, Jenny Meade, Jeremy Fuksa, Jeremy Heilpern, Jeroen Verkroost, Jessica Hagy, Joanna Young, Joe Pulizzi, John Herrington, John Moore, John Rosen, John Todor, Jon Burg, Jon Swanson, Jonathan Trenn, Jordan Behan, Julie Fleischer, Justin Foster, Karl Turley, Kate Trgovac, Katie Chatfield, Katie Konrath, Kenny Lauer, Keri Willenborg, Kevin Jessop, Kristin Gorski, Lewis Green, Lois Kelly, Lori Magno, Louise Manning, Luc Debaisieux, Mario Vellandi, Mark Blair, Mark Earls, Mark Goren, Mark Hancock, Mark Lewis, Mark McGuinness, Matt Dickman, Matt J. McDonald, Matt Moore, Michael Karnjanaprakorn, Michelle Lamar, Mike Arauz, Mike McAllen, Mike Sansone, Mitch Joel, Neil Perkin, Nettie Hartsock, Nick Rice, Oleksandr Skorokhod, Ozgur Alaz, Paul Chaney, Paul Hebert, Paul Isakson, Paul McEnany, Paul Tedesco, Paul Williams, Pet Campbell, Pete Deutschman, Peter Corbett, Phil Gerbyshak, Phil Lewis, Phil Soden, Piet Wulleman, Rachel Steiner, Sreeraj Menon, Reginald Adkins, Richard Huntington, Rishi Desai, Robert Hruzek, Roberta Rosenberg, Robyn McMaster, Roger von Oech, Rohit Bhargava, Ron Shevlin, Ryan Barrett, Ryan Karpeles, Ryan Rasmussen, Sam Huleatt, Sandy Renshaw, Scott Goodson, Scott Monty, Scott Townsend, Scott White, Sean Howard, Sean Scott, Seni Thomas, Seth Gaffney, Shama Hyder, Sheila Scarborough, Sheryl Steadman, Simon Payn, Sonia Simone, Spike Jones, Stanley Johnson, Stephen Collins, Stephen Landau, Stephen Smith, Steve Bannister, Steve Hardy, Steve Portigal, Steve Roesler, Steven Verbruggen, Steve Woodruff, Sue Edworthy, Susan Bird, Susan Gunelius, Susan Heywood, Tammy Lenski, Terrell Meek, Thomas Clifford, Thomas Knoll, Tim Brunelle, Tim Connor, Tim Jackson, Tim Mannveille, Tim Tyler, Timothy Johnson, Tinu Abayomi-Paul, Toby Bloomberg, Todd Andrlik, Troy Rutter, Troy Worman, Uwe Hook, Valeria Maltoni, Vandana Ahuja, Vanessa DiMauro, Veronique Rabuteau, Wayne Buckhanan, William Azaroff, Yves Van Landeghem
Filed under: Great Stuff
Have been meaning to share this story since Paul tweeted it a while back:
It’s a very moving and beautiful segment about Jamie Livingston, who took a Polaroid a day for 18 years including his last. The show includes interviews with Hugh Crawford and Betsy Reid, who re-photographed over 6,000 Polaroids and created the site, as well as Chris Higgins of Mental Floss, who uncovered the site before it was ever meant to be found. You can also hear Betsy read the letter Jamie wrote to the Polaroid Corporation in 1986.
Yesterday I came across a slightly mysterious website — a collection of Polaroids, one per day, from March 31, 1979 through October 25, 1997. There’s no author listed, no contact info, and no other indication as to where these came from. So, naturally, I started looking through the photos. I was stunned by what I found.
His post unravels the story. It’s a beautiful and fragile reminder of everyday ordinaryness and personal heroics. Of how an art can give us insight and help us understand the world. Of what can happen when we share ourselves. Check it out.
Filed under: Digital Strategy
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| Blogger Joseph Jaffe jabs big marketers. |
Nothing aggravates bloggers like Joseph Jaffe more than marketers that employ fakery, manipulation and heavy-handed lawyers in their social-media interactions with consumers. He recently spoke at ANA’s Integrated Marketing conference in New York City. Ad Age was there to cover the conference and was nice enough to put this edit together. This video contains eight minutes of his remarks at the recent Association of National Advertisers’ Integrated Marketing Conference.
Do not think that Australian marketers have learned their lessons from overseas mistakes. Recently every single one of the Top 100 Australian Women Bloggers lists was pitch slapped by Naprogesic.
Sara Goldstein, creator of many successful enterprises including the Bargain Queen and Laurel Papworth (creator of trouble and wonderful mischief… oh and the very readable Silkcharm) were both sent this letter:
[Insert Auto generated header here]
We would like to invite you to join our new site: A Pampered Life (“APL”) which is an online community, where you can share your knowledge, experiences, tips and advice.
A Pampered Life is brought to you by Naprogesic. There are many great blog articles to read and to comment on such as: health, fashion, travel, relationships and much more. A Pampered Life also features the latest events. You can also add your own events, upload photos and enter great competitions.
Each month there is a new theme. The theme for June is financing for women in relation to financial year end. There are great articles on budgeting, financial goal setting, and much more.
We would love your contributions and stories to A Pampered Life. Please find below an editorial calendar for the next six months and a consumer press release.
By joining our community you will be able to gain further exposure for [insert URL of women blogger here] via links to your site from A Pampered Life. You will also have the opportunity to share your thoughts and advice with like-minded women.
As one of the top 100 female bloggers in the country, we would greatly value your contribution to our new community. Similarly, if you like some of the articles we have on our site, feel free to reference our content on your blog with a link back to APL.
To join our online community visit http://www.apamperedlife.com.au.
If you have any questions regarding A Pampered Life please forward them to the Editor Candice Steffensen editorial@apamperedlife.com.au
With warm regards,
Candice Steffensen
Editor
Sara responds here and Laurel here….(where there’s quite a shouty comment from me).
How much money is appropriate for brand to spend to make connected content creators, who are influencers and their target market, to achieve a negative swing on brand preference . What’s the ROI on dumbass?
A community is built on value exchange. The reason you’d contact bloggers is to promote this between the communities held in trust by the authors and the site you’re building-have a bloody good reason why the blogger should shill what they’ve built over years for your brand.
And remember if you don’t they will call shennanigans on you. And every dollar you’ve spent is a lost opportunity and an increase in brand aversion.
Filed under: Great Stuff
The possession of knowledge
does not kill the sense of wonder and mystery.
There is always more mystery.
Anais Nin
Filed under: Digital Strategy
I presented this to the APG last night as part of their Ideas Exchange sessions.
It’s a love story, an ode to my favourite digital story teller Marcus Brown.
Filed under: Digital Strategy
04/06/2008, originally uploaded by katie_chatfield.
Paris is just beautiful. If you’re coming for a wedding it would be quite rude not to stay in this hotel- could it be more perfect?
I was told the most beautiful story by Rachael, my new right hand gal at work, today. We were sitting in the sun and sharing stories, as we’ve just moved into our new offices and the place is still a bit of a construction zone. No access to servers. No access to the Net. So we chat.
We’ve spent the morning in the company of champions. Our GM is off to compete in some triathlons in the States and the guys he trains with are Olympic and Commonwealth athletes. Peter Robertson shared his theory on winning with heart (Health. Enjoyment. Attitude. Recovery. Training.) and one of his health tips is to make sure you get enough sun. Australians have taken the sun smart message a little too seriously and there is a bit of a country wide phenomenon of Vitamin D deficiency.
The new building has loads of natural light and the sun carves in and paints the room with reminders of our environment all day. I am absolutely dependant on the sun to shine myself I have to agree how important solar power is. We both remark on the smiles we see across the space even though the place is in chaos. There’s a new energy in the team.
We discuss how ‘from little things big things grow’ and how such a small practice like 15 minutes of meditation a day can so significantly change your life. Rachel tells me of a heart meditation “the inner smile”. This practice reminds her that we can open ourselves, open our hearts to happiness, embrace the warmth around us and shine light into the world.
Heart. Sunlight. Energy. Smiles. Openness.
I’m feeling very grateful. It feels like an auspicious start to a new place.
* thanks Wade
Visit www.futuremelbourne.com.au 
to participate.
In the past 20 years, Melbourne has been transformed into a creative, vibrant and liveable city. In the next 20 years, Melbourne will become a more economically, socially, environmentally and culturally sustainable city through the help of a new long-term strategy – Future Melbourne.
Future Melbourne is a bold vision for the city’s future that will affect everybody who visits, lives, invests and works in the municipality. It is due for completion in September 2008 and will replace the City of Melbourne’s existing ‘City Plan 2010’. The six aims of the strategy are to make Melbourne a city for people, a prosperous city, an eco city, a knowledge city, a bold and inspirational city and a connected city.
From the many public forums, proposals, submissions and online discussions with the community during the past year, Council now has a draft plan which is open for community consultation from Saturday, 17 May until Saturday, 14 June 2008.
In what is believed to be a world-first on this scale for local government, the draft is also now available as a wiki so that the community can comment, discuss and directly edit the Future Melbourne draft plan.
Colour me impressed
The extremely entertaining Mark Pesce presenting at the Next Wave festival.
More of his thinking on the 3.4 billionth phone, hisMAD twitter army and a social experience of the China earthquake.
I’m reading Stumbling on Happiness at the moment and it’s introducing me to some great ideas, and prompting journeys where I’m meeting new people. I’m loving Jane McGonigal who says in this presentation that ‘happiness is the new capital”. Check out her Year In Review for more o-my-gosh ‘helping to forge the new future’ type out takes.
She has a new mission statement in her work as a game designer — the goal of using new scientific research on well-being to develop technological systems that actually improve quality of life. If you need a quick crash course in well-being research, she recommends two places: All of the great field-building positive psychology work done by Martin Seligman at U Penn, and the work by Allister McGregor and other to look at well-being in developing countries at the ESRC Research Group.
She taps in to the cognitive surplus and the connectivity that can be built into games to generate some inspiring experiences:
I’ve heard this term spoken so many times in the last fortnight it deserves exploring: Clay Shirky’s “cognitive surplus” theory (expanded in an article here)
So how big is that surplus? So if you take Wikipedia as a kind of unit, all of Wikipedia, the whole project–every page, every edit, every talk page, every line of code, in every language that Wikipedia exists in–that represents something like the cumulation of 100 million hours of human thought. I worked this out with Martin Wattenberg at IBM; it’s a back-of-the-envelope calculation, but it’s the right order of magnitude, about 100 million hours of thought.
And television watching? Two hundred billion hours, in the U.S. alone, every year. Put another way, now that we have a unit, that’s 2,000 Wikipedia projects a year spent watching television. Or put still another way, in the U.S., we spend 100 million hours every weekend, just watching the ads. This is a pretty big surplus. People asking, “Where do they find the time?” when they’re looking at things like Wikipedia don’t understand how tiny that entire project is, as a carve-out of this asset that’s finally being dragged into what Tim calls an architecture of participation.
I love a good pitch.
It’s more than the energy and enthusiasm, the divergence and convergence of strategy, the caffeine, the late nights and the whole process of vividly imagining an idea into being.
I love it because it give you permission to be bold.
The Kaiser tells the wonderful story of what happens when a creative team (top chefs- Gorden Ramsey style) tackled a problem regardless:
They didn’t seek a compromise. They didn’t pander to their client. They weren’t chasing the money. They knew what was right and they just bloody well got on and did it. And the results proved that they were right. The resident cook said they were right, the customers were over the moon, hell even the management (to use British PR speak) were “delighted”.
As Bill S would say “boldness be my friend”. Have it as your compass. Both your team and your clients will benefit. Genius, Power and Magic….bring it on:
Moderation is a fatal thing; nothing succeeds like excess. ~Oscar Wilde
