Coke’s model bodes well for off-piste creativity and innovation

These Coke Content 2020 videos have been doing the rounds for rounds of in-house emails, twitter links and conversation:

It was this post that finally exhorted me to go and watch them in their entirety. And while not earth shattering, they are significant, both for their content and their source: Coke’s Jonathan Mildenhall.*
It’s still very broadcast; [...]

Listening @ Ogilvy

It’s been said that Listening, or monitoring online conversations, is to social media what the Roland 404 is to hip-hop; you can try without it, but it’s just not going to fill the floor. I like to describe Listening as access to constant global real-time focus group without the Hawthorne effect.
For the past couple of [...]

Back in a blogging groove > Week notes and other structural stunts

Well it’s been a while between posts to say the very least (blimey, March 28). A combination of the nitwits who were hosting my domain disappearing and me being too busy working on Ford to chase them up meant for a while there wasn’t event a blog for me to neglect.
I have in the past, [...]

Lessons from the Hitwise paper ‘Seizing the moment in social media’

The recent Hitwise paper ‘Seizing the moment in Social media’, details ways that brands can and have made hay from the news cycle including Al Jazeera and Lonely Planet during the rent uprisings in Egypt. This post looks at what these brands did and the challenges inherent in emulating them.
The report opens with a reassertion [...]

The new Ford apps ecosystem; makes your car a great big mobile phone (with wheels)

Since I have started working at Ogilvy 360 on social media for Ford, I thought it worth going back and digging up my notes from the SXSW Interactive session back in March earlier this year; “Dude, this is my car” on Day 1: Friday March 12: 2.00: #SXSW #dudethisismycar
It was my first SXSW session and [...]

What is effective digital marketing?

I have just been asked “what makes effective digital marketing?”
And I think the answer is the same as the answer to the question; “What is effective marketing?”
It depends on what objectives you are trying to acheive.
A further question might then be “Well okay, but how can I tell if its effective digital marketing?”
In this case [...]

The ‘End of the Web?’ 4 threats and 4 opportunities

So Wired is predicting The End of The Web.

Using data from Cisco the Wired graph shows not just a decline in Web based traffic and email but also a concurrent phenomena of traffic going to apps and other off web locations. As various commentators have pointed out, and Boing Boing graphically illustrate, the story is [...]

Stimulated: The third way of search.

We received a brief at DraftFCB recently that asked for advice on using all three areas of search; SEO, SEM and “stimulated”. I think this is a really useful distinction and an obvious corollary to the oft quoted “three types of media”; paid, owned and earned which is neatly summarised by Forrester here.
What does it [...]

Altimeter’s approach to research is to be admired (and taken further)

Although I found Altimeter’s Success Criteria for Facebook self acclaimed ‘heuristic’ approach a little too rough and ready in its conclusions, I did like its approach to research in general;

Use of a Creative Commons License to encourage non commercial distribution with attribution
Disclosure of vested interests in using their clients in the research on their web [...]

Altimeter’s 8 x FB Success Criteria: an even shorter synopsis

The 8 Success Criteria For Facebook Page Marketing

View more documents from Jeremiah Owyang.
I liked this, especially as they use the word ‘heuristic’, but I thought it was pretty executional; it assumes that you have already developed a strategy and that Facebook is the answer.
For a shorter version there’s a good synopsis of this from [...]