via mashable.com
it cost $300 to make, a few days after beeing put on youtube, generating over 4,5 million views, Hollywood wants it. For $30million this time.
lundi 28 décembre 2009
mercredi 23 décembre 2009
mardi 15 décembre 2009
have you got lookalikes? Find them now with facial profiler
via youtube.com
one more app, but this time worth spreading, find your lookalikes. Coke zero is like coke without sugar, who is like you but without sugar?
lundi 7 décembre 2009
New media, old habits? Or how new media is screwing up its own game. #think
Why is it that the new media owners seem to be replicating the same rules that has turned people away from old media, and made consumers want to do away with advertising.
If we have learned something, I thought it was that interuption was not a model for the future. That the advantage of advertising in digital media was that it wasn't barging in on our lives, like tv ads do.If that's'the case, what on earth are these pop up banners doing polluting my web space, what are these unwanted sms's'doing on my phone? And what is happening? Banner efficiency is dropping fast. Why would that be surprising. Seems to me that everyone is working so hard to put their hands on advertisers' dollars (or euros) that they are putting their own business model at risk. Everyone from production companies, to web sites, mobile operators should think a little harder before it's'too late. Before they turn people and advertisers away. Last week we had a presentation in the agency from an extraordinary new web site. One of the largest in France, with great success in the music business. What did they want? Money from our clients to pay for their development. What did they offer: any type of banners. They proudly presented how we could pollute their home page making it close to unbareable to viewers. And then the big surprise. They could also offer to add sound commercials before every song that was played. How terrible. Seriously who would want to have that inflicted upon them. Better still we could mix pop ups and sound.
Why not kick the site user as well.
When we tried to dig a little more they offered us promotional games.
Waouh.
A great innovative media, with such old fashionned behaviour. How could they so openly offer for us to put their relationships at risk? How does advertising help them better that relationship? I can understand that anyone would want fast growth. I can understand that old habits are easy to put in place. But doesn't anyone see this cannot work long term? I look forward to the day that someone will want to work with us to see how a brand can contribute positivelly to a digital media's'experience. How this can help our clients grow relationships and their business. The success of the best clubs in the world is to know how to refuse people that do not fit. To know how to make the best experience for its members. Successfull businesses know how to refuse bad distribution, and bad expansion. That should be how a good media offer is build. Because caring too much for today's'revenue will inevitably damage tomorrow's.
I know the crisis is there. Especially in the media world. But that should be the occasion to do things right for a change. Because stronger relationships will drive stronger businesses. Isn't it time to make advertising something people can welcome, something that respects them and actually can be enjoyed, or useful?
Frédéric Winckler
CEO JWT Paris
Twitter: @lefreddie
Blog: lefreddie.posterous.com
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jeudi 3 décembre 2009
recovery? take the test: the recovery survey. please RT
how are we doing, what are you seeing, take the recoverysurvey test here: http://v2.decipherinc.com/survey/selfserve/b32/091111 thanks!
vendredi 20 novembre 2009
Agencies: 15 Risks You Can't Afford Not to Take - Agency News - Advertising Age
Agencies: 15 Risks You Can't Afford Not to Take
Viewpoint: Forget the Recession, This Is No Time to Ignore Changes to the Agency Business Model
Risk-aversion is a natural human trait, and it's one that gets amplified in times of trouble. Given we're all suffering through an exceptionally difficult economy, this is one of those times many of us feel like pulling in our horns and toughing the tough patch out.
Tim Williams That's the worst possible course of action we could take.
As every informed agency executive knows, we're at the nexus of the Great Recession and the Great Transformation of Marketing. In circumstances like these, a strategy of "just try harder" won't take you very far.
Economists are always talking about types of risks you can afford and the kinds you can't afford to take. For those of us in the agency business, the latter bucket of risks is mostly about failing to adapt to the dramatic changes affecting the agency business model.
Here are 15 things agencies can't afford to risk.
1. A skill set built mostly around interruption instead of engagement. Agencies are used to delivering exposure for their client's brand messages, measured by things such as reach, frequency and cost per impression. With the consumer firmly in control of his or her media-viewing choices and habits, no amount of exposure matters if nobody's paying attention. What agencies sell -- or should sell, anyway -- is engagement. The metrics of engagement are completely different from the traditional media measurements of the past, including attentiveness, receptivity and buzz potential. Exposure is about efficiency. Engagement is about effectiveness.
2. A digital department in place of a digital competency. The digital department of the 2000s is like the TV department of the 1950s. The digital revolution has been around long enough that it's time for specialized departments to go away. Virtually every position that exists in digital departments has a natural home in the already existing functions of the agency. All it takes is a mandate from management that digital will be a competency of the agency, not a department.
3. Core competencies focused on "one to many" instead of "one to one." Lots of agency professionals have an irrational fear of data and databases, even though the future of marketing clearly revolves around understanding how to leverage that information. Thanks mostly to the internet, mass audiences can now be identified and targeted in ways that make much better use of marketers' money. Agencies need to move from mass messaging to mass customization. Agencies know broadcasting, but must now learn narrowcasting.
4. Creating brand-to-consumer communications at the expense of consumer-to-consumer communications. The agencies that grew up in an era of controlled communications now have to learn how to serve their clients in a world of open conversations. This requires a very different skill-set and service offering. It also means moving beyond consumers as audience to consumers as media.
5. Lack of analytics and tools to measure effectiveness. Agencies -- and many advertisers -- still have the wrong-headed view that effectiveness is too difficult to measure. Too many red-herring arguments get in the way of agencies getting more serious about analytics: Of course there is no silver bullet for perfectly calculating ROI. Of course agencies can't be held fully responsible for sales. But this shouldn't stop agencies from helping clients identify and test the key drivers of bra
via adage.com
great insights into the rules of our business...now!
jeudi 19 novembre 2009
the three wildest interpretations of Thriller might not be by MJ. See inpiration here.
one song, but not an ordinary one obviously.
Amazing what it inspired.
From wedding grooms to a full jail in Asia to my now "favorite" a'capella. Not sure which I prefer but make sure you check the three. Makes you think about the power of inspiration...
I cried laughing.Who needs a band when one voice can do it all. Starlight with a new voice...
A little corny for sure, but a real performance. Well worth a look!
Enjoy this, and please keep them coming... Thanks to publigeekaire.com for finding this one. http://bit.ly/4b2qT2jeudi 12 novembre 2009
mercredi 11 novembre 2009
#think: Your left brain is trying to kill you.
This century has started with the reign of one individual: the left brain.
#think: Bizarrelly enough, that very same individual brought our economies to their knees. The left brain told us we could build models. And we did. Mathematicians build wonderful tools for our banks, so complicated no one really understood them. But they were maths so we had to believe. And what anyone with sense would have said didn't make any became the thing to do. The rest is history: subprimes, credit galore. The left brain said it would be fine. The left brain said that to grow you were better off buying large corporations rather than starting new ones. M&A galore. the models said it was the way. Mercedes and Chrysler. Alcatel and Lucent. Vivendi and Universal. The left brain said it was fine. The left brain said you can test advertising models. So we showed people campaigns and asked them to switch their left brain on to comment. We are now surprised that most of these very same people hate advertising finding it boring, and irrelevant. Stocks, houses prices, oil, people, new products, new campaigns, everything now has a mathematical and testing model. It makes every decision so easy. If the model says fine, then we have no real decision to make. It makes managing so much more predictable, removes the risk, help the decision maker to never be alone, and helps him to go home and rest. BUT. Isn't it time we woke up to the fact that this is simply a mirage. That in most cases it does not work. And it doesn't just 'not work', it is destroying us. Because by giving our left brain so much space, we are forgetting to train our biggest asset: our right brain. The one that imagines, the one that knows we are human, the one that can create the unpredictable. The only one that has a chance to see what no one has done before, the one that knows that at the end of the tunnel there is light, and believes it so much that it will create that light. Not that we should become extreme in the other way either. But if order leads to chaos. Why won't we get chaos to lead to order. We need rulers and managers to invent a future. I said invent. To switch their right brain on. And then to manage. That's were the left brain comes back into play. Under close supervision though. Managers need to know that they cannot just buy their way to success, that there is value in creating. That shareholders can be told to wait, and that there is a plan. A financial world is fine if finance is here to power ideas.And not to power itself which is what speculation really is. If the only idea is the spreadsheets, it can only do one thing after a while: collapse. We had our wake up call with this crisis, we've all had enough of it by now. Are we awake, anyone wants to follow?
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samedi 7 novembre 2009
invisible dogs invasion, the video is here. #think: why not..
This has got to be one of the best flsh mobs ever. You know the principle: crowd gathers and does something...unexpected let's say.
Why? Why not!
best flash mob I've seen: invisible dogs invade NYC. The video is here
Why? Why not!
You know the principle: get together, make something improbable happen, in this case a few hundred invisible dogs invaded NYC.
At last a pet you can take to the restaurant and to the office.
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vendredi 6 novembre 2009
never say die: 2 minutes of inspiration
They're a little tacky at times, over the top in most cases, but. But they can also turn a bad day into a far better one:
jeudi 5 novembre 2009
and now try to wash with that, the gaffe from Egypt. #think
Yes in Egypt, seems that copying the Lux soap lead to something rather...old fashioned or simply absurd?
Yes it's a 'beauty soap' says the tagline, and this time you need no translation...unless you're in Egypt maybe.
(See attached file: IMG_0379.JPG)
#think: the gaffe from Singapour. Finally revealed
And now from Singapour a manufacturer or wanna be very chic copies of Vuitton.
It's name 'fion'. So chic and French sounding. Yet it litterally means 'arse'. And to make it better its tagline: 'the way you are', really?...
(See attached file: IMG_0381.JPG)
#think: that's what I call a 'gaffe', see what I found around the world
"All global" is now the tune, and forget the locals, we'll translate all in one place.
Well judging from a few little gems that I collected over the years, we could be having a laugh over the next few years. See for example a drink that you could find yourself ordering in a bar in Croatia:(See attached file: IMG_0378.JPG) for those who do not speak French Pipi might sound sweet and fun, however and sorry for the low level, it means 'piss'. Not something you want to have offered (or potentially a huge hit who knows...) Other ones follow soon...
mercredi 4 novembre 2009
#think: new on web: vengence online
Has twitter become the new teenage courtyard?
I am not sure if you've noticed over the nex tfew days but a few of the people I followed seem to have turned into childs. Not sure what happened between them but insults are flying high - or rather low.
shaving your testicules
or
problems of vaginal flora. Just type the two peoples names and the following google search page will come: http://bit.ly/4joyzp
#think: How can that be true? The higher the price the lower the experience.
Is this world upside down?
Or why is it that the worst buying experience I tend to make are for the most expensive things that I buy?
Take a house, or a flat for us cityfreeks. It's going to cost you from a few hundred thousand to a few million, depending on that paycheck...
The last time I did buy a flat, I was expected to say yes after a 25 minutes tour. Almost insulted as if I was a complete moron when I asked to see the flat again. In total I probably was allowed to spend a full hour. Then I got the keys and jumped into the unknown for something I will be paying for in the next 35 years. Take a car. It's going to cost anything from 7000 to a couple hundred depending on that same paycheck. If you're wearing jeans and a jumper with a hood as I did last time I bought a car, it is unlikelly you will be spoken to in the first 20 minutes of your dealer visit. I finally stormed out of a dealership that thought I just wanted a free brochure which in fact was the last thing I wanted.
I was not able to test drive the car, but offered to try a lesser model, since what I wanted was 'too rare to let drive'. Take a luxury jewel or watch. See yourself waiting at the jewellers if you have not put your suit on (once they've let you in), see them not recognising you from the last one you bought, see them asking you to call them back to see if they've finally received that expensive piece you wanted. Now take an Ipod. A few hundred dollars, but the salesman will know all about it (not like the salesman of the luxury brand that can only talk about...the colour of its suits). You will get free training in the Apple store with people who seem to know so much that you could spend hours at their lectures, you can also call their hotline in case you don't figure it out. Take goat cheese at the local fromagerie. They'll recognise me (unlike the jeweller), they'll talk to me (unlike the car salesman), they'll let me taste it (unlike the estate agent), and they'll talk to me about the goats that made it (unlike the suit salesman). Can't quite figure that out. The first thing this says to me is that people will figure it out one day soon, that they will turn away from people who are obsessed with one thing only: getting them to buy, without making the effort of seducing them into it. The second thing this says to me is that there is a real way to sell through the web that can actually make the buying experience better, more priviledged and that it is a shame that no luxury brand has taken advantage of it, and that so few have actually thought about how the web could make my buying-your buying more enjoyable. In the meantime people have started to figure it out: they go on the web to replace the good salesman that does not exist anymore. And they go to the shop to negociate. Or even better, the use the web as I did fo my car. I ended up buying it on the web, getting it imported, and delivered right ot my door. Cheaper and better than I would have got if I had made more efforts.
vendredi 30 octobre 2009
#think: should you be a brand?
Brands and people seem to have more and more in common these days.
Brands have become personalities to survive the impact of the web, while at the same time personalities have become brands to strive in the web.
Why?
See the biggest blogers, twitterers, influencers. To make themselves famous, to 'market' themselves, to be followed; they have adopted classic marketing tactics of large mulitnational brands:
a name that becomes a signature. Hollycow for Guy Kawasaki for example. Darkplanner in our advertising world. 'Et si' for Nicolas Bordas. These names are themes, they are marketed, repeated and repeated. They flavour the way that these people will talk to the web world, the language they will use, the subjects they will choose, the forums in which they will appear.
#think: web denial, the new fashion?
This is the english version of the article published in yesterday's 'stratégies'.
Last week,the article published in your magazine: 'let's create a grand prix for crap web', painted a picture which greatly... how should I say... it didn't quite depress me, I'll get over it, but it did sadden me greatly.Why? Because cynical views of the web hide something a lot more dangerous: the coming out of a new fashion: 'web denial'. At first sight, nothing too bad. It is even quite courageous to dare criticize the web today. But you can see more and more reactions against the so called 'web gurus'. So much so that it's become fashionable to take direct hits at the whole thing. Jacques Seguela called the web on main tv last week: "the biggest load of crap ever invented by mankind"... It's almost like hitting a revenge button. Yes a lot of poeple did not get their predictions right. Yes second life is close to dead, yes technology is hard to predict, yes the web is often the dustbin for poor quality communication campaigns, and wannabe revolutions.
But nothing really strange there... It is exactly like in real life. Are our TVs, radios and magazines full of unbelievably good programs? Of fabulous advertising? How many innovating products/brands/companies have to fail before one actually succeeds? Well it's exactly the same for the web, and why wouldn't it be?
However.
However it is our duty to be the first trialists. To test, learn and see how these new tools can be mastered.To see why they (would) work, and how. To help guide our clients that often find difficult to see through this new jungle.
Because the alternative is totally unacceptable: going back to the old use of the web, the trio desccribed in the article of 'banners, newsletter, landing page'. Alternatives unacceptable not because they are now 'old' but because their efficiency is dropping fast, and will drop even faster in the future as they are fast becoming overused. So rather than reassure yourself by looking down on false future predictions, why not also look at digtial products that were predicted to fail, and that in fact did the complete reverse. Small little things... like facebook, twitter, blogs, bbm, and before them sms. Yes we have a short memory. It's a vice as much as it is a vertu. Because we would go very far by saying 'it did not work before'.
jeudi 29 octobre 2009
#think: web négationisme, la nouvelle mode?
Web négationnisme. L'article publié dans Stratégies aujourd'hui:
L'article publié dans Stratégies« Pour un Grand Prix du Web 0.0 » m'a grandement...comment dire...pas bouleversé, je m'en remettrai, mais plutôt attristé. Car à travers ce regard cynique du Web se cache quelque chose qui pour moi est bien plus dangereux : l'émergence de ce que je qualifierais de 'Web négationnisme'. A première vue rien de très grave. C'est même courageux et drôle d'oser critiquer le Web. Mais je remarque qu'on voit de plus en plus cette lassitude de soi-disant 'gourous' et qu'il devient à la mode de les critiquer. Monsieur Séguéla nous en a d’ailleurs encore donné un exemple en qualifiant Internet de « plus grande saloperie inventée par les Hommes ». C'es tne fait une sorte de belle revanche. Oui ils n'ont pas su prédire, oui Second Life est moribond, oui la technologie avance de façon hasardeuse. Oui le Web est souvent une poubelle à produits communicants médiocres, à sites révolutionnaires oubliés.Mais rien d'anormal jusqu'ici. C'est exactement comme dans la vraie vie, comme nous avons pu le voir depuis bien longtemps. Nos écrans TV, radios et pages de presse sont-ils remplis d'émissions d'une qualité renversante, de publicités toutes meilleures les unes que les autres ? Combien de produits/marques/entreprises innovants échouent avant qu'un réussisse ? Le Web n'échappe pas à cette règle. Il n'y aurait aucune raison qu'il le fasse. Et pourtant. Pourtant c'est notre devoir d'y être en premier. D'apprendre à maîtriser chacun de ces nouveaux outils. Pour comprendre pourquoi et comment ils fonctionne(raient). Pour pouvoir guider nos clients qui ont du mal à les appréhender. Car l'alternative est inacceptable : retourner à une utilisation du Web qui comme l'article l'énonce est le trio « bannière-newsletter-landing page ». Une alternative qui est inacceptable, non pas parce que déjà ancienne, mais parce qu'elle est de moins en moins efficace et que son utilisation abusive va accélérer cette chute. Alors plutôt que de nous rassurer en dévalorisant les prédictions fausses amenant aux échecs, regardons les fausses prédictions amenant aussi à des succès inattendus, comme Facebook, Twitter, les blogs, BBM, et avant eux les SMS. L'Homme a la mémoire courte. C'est un vice autant qu'une vertu. Car on aurait beaucoup de mal à avancer en disant 'ça n'a pas marché avant'.
jeudi 22 octobre 2009
#think : watch the twitter 'faux pas'
How great is that. Google now reports your tweets.
Is that search gone mad? Or where is your intimacy on the web totally gone?
Think anyone could sue you for inappropriate diffamation.
Think any employer might decide that people of your views might not be appropriate according to their 'politburo'. Humm. If transparency is great, if it changes relations between people and brands, isn't it going a little far? So who will invent a web where we can choose what stays private and what doesn't. Keep that thought... And the web that doesn't learn might suffer simple disaffection. Miley Cyrus decided to kiss Twitter goodbye, studios are now forbidding stars to use it. But rather than words, see Miley rap you why:
lundi 19 octobre 2009
quelle saloperie? Seguela Corbeau où Renard?
Et voila. Le web serait "la plus grande saloperie jamais inventée par l'homme"...(voir à 8'31'' dans la video attachée)
Une saloperie qui comme la presse permet de montrer les moments volés.
Une saloperie qui comme la tv me permet de regarder ce que font une bande d'ados enfermés dans une pièce pendant quelques semaines.
Une saloperie qui comme les cartes postales me permet de rester en contact.
Rien de nouveau jusqu'ici. Juste un environnement médiatique qui aime plus les sales histoires qui font les gros titres que la recherche de la réalité.
Comme toutes les armes le problème est toujours de savoir entre quelles mains on met une arme... et dans le cas du web elle est entre toutes nos mains. Plus que le web, nous avons à faire à un nouveau comportement de masse: la généralisation des voyous. Car pour se faire remarquer tous adoptent finalement des comportements publicitaires: chercher l'impact. Que ce qu'on dise soit vrai où non, peu importe tant qu'on le dit violemment. Un comportement qui a été commencé par des médias tout ce qu'il y a de moins web.
Le plus difficile effectivement Mr Seguela, c'est de le contrôler. Car un coup de téléphone ne l'arrêtera pas. Et il est vrai que la rumeur se colporte vite, il est vrai qu'une fausse réaction ne fera que l'empirer, il est vrai que peu de gens ont réussi à trouver la parade, à savoir s'en protéger.
Il est vrai qu'en politique le web remet en cause les élites, qu'il donne le pouvoir aux masses. Et faute d'avoir compris ce media, les élites se prennent les pieds dans le tapis.
Car le web est aussi la saloperie qui me permet de pouvoir vraiment comparer les prix, et d'acheter moins cher,
La saloperie qui m'amène les courses à la maison,
La saloperie qui me permet de trouver les réponses à toutes les questions de mes enfant.
Alors, M. Seguela c'est il laissé emporter, où l'a t'il fait exprès? Corbeau où Renard?
vendredi 16 octobre 2009
#think - technology and creativity make love for a simple dance
Finally, technology is not just for geeks, finally technology has become an inspiration, finally creativity gets better thanks to technology! I just love the last dance show.
http://creativity-online.com/news/nikon-coolpix-helicopter-boyz/139698
jeudi 15 octobre 2009
A 23 ans, on est stagiaire et on ferme sa gueule.
Je ne vais pas rentrer dans la polémique de la candidature de Jean Sarkozy à l'EPAD. Pas besoin d'une voix de plus. Mais tout de même.
Je suis totalement révolté par cette nouvelle façon que nous avons en France et sur le web notamment de nous livrer à des leçons de choses radicalement politiquement correctes. Sarah Palin serait fière de nous.
Il n'a pas fini ses études et alors? Que voudriez vous? Qu'il fasse 3 ans de stages exploité comme la majorité des jeunes? C'est le fils du président, et alors? Que pense t'il? Il y a de nombreux fils de qui ont été bien meilleurs que leur père. Prenons le sport. Rodrigo Pessoa est un cavalier bien supérieur que son père Nelson que tout le monde pensait imbattable. Et pendant des années a du monter sous les ricanements de ses pairs qui ne voyaient en lui qu'une pale copie à la vie facile. Avant de donner mon avis sur cette candidature, je vais m'employer à creuser. Mais une chose est sûre. 23 ans c'est jeune oui, mais il y a 200 ans c'était la maturité, vérifiez donc ce que faisaient les grands de l'histoire à cet age, ça cloue le bec.
mercredi 14 octobre 2009
Revelations:the unknown family links between Facebook Twitter and their reverse brother Google
And there it hit me.
What are Twitter and Facebook if not just the picture negative of Google?
Think one second. Google takes you to information you are looking for. You ask, it fetches.
FB and Twitter however do the exact reverse. They bring you things you were not looking for. Stuff people have fetched for you. And you haven't done anything.
So what are FB And Twitter if not the modern verison of TV and magazines? Links, posts videos for you to browse from. Only we have just invented peer to peer TV and magazines without thinking about it.
Contrary to Napster it's not music we're sharing. But exactly like Napster, we take content from others and send it to our friends. Free of charge. And when we write or share videos, they get the exact treatment (when we're lucky), still free of charge.
Notably Though no one has yet been sued or seen their computer confiscated for sharing someone else's article. And did you notice how you have started to look more at links from certain 'friends' or people you 'follow'. How you've learned to invent a new type of remote control that scans for the content you want to see, or read? We could be ironic and say that what we've in fact done, us the really forward thinkers ,adopters of new technology, is that we have simply reformated our old habits. From TV potatoe coach waiting lazyly for the next film, we've become MAc coaches lazyly awaiting what others are sending us. But we could also look forward, and think: why would we stop there? Who will create the first real peer to peer TV station? Oh I like that thought....
lundi 12 octobre 2009
You've become predictable. Just when you where trying not to. The 10 twitterers profiles are here
Hidden behind your Mac (if it's not just pretend) you would have thought that your real life personality does not show on Twitter. Well you are probably right, but also very wrong. Because without notincing, you are likelly to have developped a second personality ( call it tweeterality). And you'll be surprised how predictable it's become.
Here is what I have noticed from the people I 'follow'.
Which are you?
he just wants to have fun. His tweets are 2nd to 5th degree. @Bogusboguski is a prime example. The less politically correct, the better.
I recommend following a few for a good pause in your frantic life, together with a wake up to reality in a few instances... 2- The virgin.
he does not knwo what to do with tweeter yet, is afraid to tweet just in case it might get him fired. He hasn't decided yet if he is there as a person or as an employee.
Good ones to have following you since the will not pollute your tweet mail. 3- The stalker.
you'll notice one quickly when your tweet page is filled by nothing else than their comments. They are compulsive and unbearable. So obsessed with the tool they are forgetting that someone is meant to be listening. A good way to avoid these is to check their recent tweets before following them. 4- The peaker.
A little like the virgin, but they use tweeter to learn. Their time spent in the loo has greatly increased since discovering tweeter. They are desperate to try to understand what the hell social media is. One of the reasons why so many tweets attracting traffic start with '10 things to know about...' 5- The hunter.
They know social media is a source of business, they are there to make money and take you to their site. You'll get anything from religious fanatics, to business wanna be evangelists, to the occasional rare really insightful commentators. 6- The recidivist.
Like old time advertisers, they has discovered that to get heard, in busy old twitter, he has to repeat. Can be usefull if you are following too many people, and if his tweets are good, but can also be a complete nonsense. 7- The waiter.
He brings you other people's tweets. Recidicists and hunters love these and often grace them by following them as payment for services. Very useful to have in your follow group, they'll help make your voice heard, if you have something interesting to say that is. 8- The gracer.
He knows that you're interested in nothing else but what they had for dinner. Celebrities make a big proportion of this group, together with the strangest man I ever 'followed' who was telling me every second what his wive was doing to him, from pork chops to many other sad things... 9- The lover.
mostly feminine (at least to me thank god), their picture normally features a just about underaged girl shot in a amateur way. She will quickly ask you for a date. the other good thing is that they normally come in herds, one follows you, 20 will soon follow. Respond at your own risk. 10- You
I'm sure you are unique, and that none of this applies. Really? Be honest...
This transmission is intended solely for the person or organization to whom it is addressed and it may contain privileged and confidential information. If you are not the intended recipient you should not copy, distribute or take any action in reliance on it. If you believe you received this transmission in error please notify the sender.
lundi 5 octobre 2009
the cab ride to reality. Or why it's no wonder no one might be listening.
It took 45 minutes. A cab ride from Paris to the eurostar terminal. For the first time in a few years I was forced...
The nice gentleman at the front was listening to his radio program.not loud enough that I could hear, but loud enough to bugg me. After getting bored with trying to have it less loud, I decided to drop my paper and go for the reverse strategy.Can you put it louder please. Overkilled with joy he went for loud...
A few minutes later, the advertising broke. 5 minutes of pure misery. Since I was not in command unlike in my own car, no switching possible.
So I just had to sit and hear.
And it felt like people screaming at me to get me to do something.
But what had they done for me I thought? Bought expensive airtime, yes, and made my time listening to them a misery,also yes.
After another 15 minutes the nice ads were back again.
Goodness I'm in advertising so I quickly took my pen out and decided to take notes. 10 brands talking at me. Two of which competitors. In total if I remove the legal gubledigook, 37 messages to take in: brand name, key function, price...
Now does anyone think for a second. Do they stand much chance to really get heard? How much luck is it going to take for anything to be remembered from these 5minutes?1 chance out of 37? Every 20 minutes?
It seems my colleagues know this, so to increase their chance they scream. Loud. And fast. But the louder and faster, the more I, the listener was shutting down. Not that I want to criticise radio advertising. But it's worth thinking for a second.
As an advertiser leaving a good memorable trace cannot be simply up to luck. Take the test yourself. Why would you bother listening? Why would you bother remembering? And how will you feel as the message barges into your car/home/city...? This is not just a matter of courtesy and efficiency. It's about the future of brands in our new digital world.
The ad break was the equivalent of some perfect stranger putting his head into the cab and screaming nonsense at me. And it did not feel good. In the digital age this seems so out of place. We're getting used not to tolerate. We're getting used to beeing listened to. We're getting used to brands going well beyond this to deliver a real service. So we have a simple choice to make. Stop screaming, or stop beeing listened to. Tell people something they can talk about or end up ignored. Or even better join their conversation with something that will help them. The hard news is that this is a difficult change, the good news is that communications will get human, again.
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jeudi 1 octobre 2009
don't let anyone in, you'll have the best time
Are we all totally sado masochists? If not why is it that what we desire most is what we cannot in principle have?
See, when everyone talks about connecting with their audience, many successful brands or products seem to do the exact reverse. Just take today's madness on Twitter about Google waves, my screen is only filled with people making false promises and their new followers desperately wanting to believe them. How many IT managers, and google goafers have been attacked by people suddently wanting to be their friends. take H&M and the queues sleeping outside their shops the night before the release of a new designer's collection, take Uniqlo and the opening of their new shop in Paris, and take le Baron - the Parisian night club- and the people coming the world over to be bounced of.
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mercredi 30 septembre 2009
at last you can save yourself 412,3 years: the Phileas Fogg tour of you tube and its top 100 videos in 4 minutes.
412,3 years that's how long it would take you to see all the you tube videos posted on the site, a little too long for my fancy.
13 hours of video are posted evrey minute, that's more than my wife would allow me. Not even counting the fact that this lazy doctor of mine hasn't yet managed to get me the right chip inplanted in my brain.
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mardi 29 septembre 2009
the horoscope of retweets is here. The science, words, days and hours to make it work
How do you get someone to not just read your post but to retweet?
What are the words that help and those that kill
What are the days that people are receptive, the hours?
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are re-tweets a science?
the insight into retweets
The Science Of ReTweets
View more presentations from Dan Zarrella.
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