by Next Wave Team | Aug 21, 2007 | 1 to 1 marketing, Brand Relevancy, Change the world, Differentiating Your Brand, Everything You Want to Know About Advertising, Future of advertising, Marketing & the Web, Practical Marketing 101, Public Relations in the Web 2.0 world, Search and Business, Web strategy
Virgil Griffith is my new hero, and should go down in history as one of the hero’s of Open Source right up there with Linus Torvalds (Linux) and Marc Andreessen (Netscape and the Mozilla codebase). In fact, if there isn’t an award for Open Source Hero’s- there is one now- and I’m bestowing it on Virgil.
Virgil devised the Wikipedia Scanner- a software program that can reveal who changes Wikipedia entries. Some of the first findings were that major corporations, as well as politicians are out there trying to smear their competition or cover up their flaws by changing and deleting info from Wikipedia for their own benefit. His software isn’t perfect, depending on IP addresses of editors being able to be linked back to the perpetrator, but, it’s a start.
Some of the marketing brand catches:
maltaStar.com
As soon as the software was launched on the internet, chaos erupted.
Among many revelations, Wikipedia Scanner reported that:
- Microsoft tried to cover up the XBOX 360 failure rate
- Apple edit Microsoft entries, adding more negative comments about its rival
- Bill Gates revenge? Microsoft edits Apple entries, adding more negative comments about its rival
- Exxon Mobil edits spillages and eco-system destruction from oil spillages article
- Oil company ChevronTexaco removes informative biodiesel article and deletes a paragraph regarding fines against the company
- Dell Computers deletes negative comments on customer services and removes a passage how the company outsources work to third world countries
- EA Games deletes whole paragraphs of criticism about employment practices and business methods
- Fox News removes all controversial topics against the network from the Fox News page
- Nestle removes negative comments on its business practices from its page
- DieBold, the company that controversially supplied computerised polling stations in the US elections, removes numerous paragraphs with negative comments
- Walmart removes criticism of outsourcing work. The retailer also changes negative paragraphs of underpaid workforce
- Sony removes harmful paragraphs against blu-ray systems
- Coca Cola removes negative content about its effects
- Boeing edits from “Boeing is a leading American aircraft and aerospace manufacturer” to “Boeing is the leading American aircraft and aerospace manufacturer”
- MSN Search is “a major competitor to Google”. That’s what MSN added to their page
Griffith created the tool to “create minor public relations disasters for companies and organizations I dislike,” he said on his web site. He admitted that it’s impossible to be sure if the edits were made by someone working at one of the organizations, although the I.P. address reveals that they were made by someone with access to their network, he says.
Griffith came up with the idea when he “heard about Congressmen being caught for white-washing their Wikipedia pages,” he said.
“If the edit occurred during working hours, then we can reasonably assume that the person is either an agent of that company or a guest that was allowed access to their network,” he wrote.He said he believes that anonymous speech is important for open projects like Wikipedia. The online encyclopedia works fine today for “noncontroversial topics,” he said, but tools like Wikipedia Scanner can help make the site more reliable for controversial topics, he said.
While the idea of negativity about your brand may send some CEO’s into a toxic meltdown mode- the reality of the new paradigm is quite different that it was back in the stone age (before Search and the Cluetrain Manifesto)
In fact, Cluetrain Theses #12 comes to mind:
There are no secrets. The networked market knows more than companies do about their own products. And whether the news is good or bad, they tell everyone.
Corporate brand managers are loathe to admit that the best they can do now is learn how to respond properly and with grace. Denial is no longer a PR strategy. Hoping customers won’t find out about product flaws, competitors advantages or pricing inequities is a thing of the past.
The key to good brand management in the world of Web 2.0 is the same as the motto for Google: Do no evil. The companies that realize the best marketing tool is delivering the best product, best service, best price in the humblest of ways. Anything else- and you’ll be hung out to dry.
Thank Open Source Hero #1 Virgil Griffith for insuring brands behave.
by Next Wave Team | Aug 18, 2007 | 1 to 1 marketing, Advertising, Brand Relevancy, Change the world, Differentiating Your Brand, Everything You Want to Know About Advertising, Future of advertising, Future of TV, Marketing & the Web, Media, Personalization of Advertising, Practical Marketing 101, Web strategy
Recently, I decided to take a look at the CBS show, Jericho, which was slated to be dropped, but was reinstated by fan support.
First stop was the free version of the pilot on the iTunes store. Perfect download, no problem watching and controls that actually worked. Plus I could watch it on my iPhone.
Next stop, CBS.com where I thought I’d be able to watch it on my mac. No such luck- since CBS engineered their site with the “RealPlayer” which has been referred to as one of the worst pieces of software ever. The mac plugin wasn’t even available the first time I tried. So, lucky for me, CBS was going to rerun the series in order over the summer. Tivo here I come. The second showing ended up being a fast forward through at least a half dozen episodes- and no where near as good as the seven minute Sopranos. Then, CBS skipped a week (or Tivo balked)- and I went back to the CBS site again. Somehow, I got it to stutter through a painful hour and a half viewing of a 45 minute show- complete with the same 2 commercials over and over. Then- JACKPOT- seems CBS put up another site: www.jerichorises.com which runs fine on a mac -problem solved. I’m in Jericho heaven- even though the play controls still aren’t near as good as Quicktime, and the resume doesn’t work at all.
But, here is the thing: CBS has the perfect opportunity to build a relationship with me. I’m coming back over and over to their site, to spend “quality time” with their show. They could ask as few as 1 or 2 questions in return for providing each episode on demand for free and start customizing the commercials. Right now, I get one for Gerbers baby food (I’m a single male over 40 with no intentions of breeding) and for AT&T Wireless- to whom I’m already stuck with, since I have an iPhone. Irrelevant ads, presented by the most relevant personalized delivery system.
If you are a marketer and are buying online ad delivery, you should be asking about how the message is being targeted and what kind of feedback mechanism is provided. Since I can’t fast forward through the ads easily (remember, the controls of “innertube” suck) all you are doing is annoying me, instead of having a chance to build a real relationship. In an age of earned media, that annoyance factor could actually contribute to negative brand equity- distaste for your brand from the intrusiveness and repetitiveness of your ad delivery.
Advertising online can be the most powerful tool yet, but, like all power, used without care- it can backfire royally.
by Next Wave Team | Aug 13, 2007 | Apple Advertising, Change the world, Everything You Want to Know About Advertising, Future of advertising, Future of TV, Marketing & the Web, Media
Either television owners should be breathing a big sigh of relief, or they should be making funeral arrangements for their obsolete business model. In a quiet announcement, Google is backing out of the paid video service- either because they expect all video to be ad supported via their new pop-up ad technology, or that video will be supported by advertisers subsidies, much like it is over the air now. Here was the piece on Electronista that clued us into this news:
Electronista | Google quietly kills paid video service
Sidestepping a public announcement, Google has informed customers individually of its decision to stop its paid video services later this week. In its mass e-mail, the company has explained that “to improve all Google services,” download-to-own and download-to-rent videos purchased through Google Video will become unavailable as of August 15th. In addition to stopping new purchases, this will disable videos already bought in the past. To compensate Google is providing refunds, plus a $2 bonus to be spent at Google Checkout within the next 60 days.
The service never grabbed the public limelight, having been quickly dwarfed by the company’s own YouTube acquisition, and better-publicized competitors such as Amazon Unbox and the Apple iTunes Store. In its last days, clips sold through Google Video became limited to episodes of Charlie Rose. It is unclear whether the decision is directly related Google’s increasing involvement with Apple, which has Google co-founder Eric Schmidt on its board of directors, and has integrated YouTube into the iPhone and Apple TV.
No matter what, the delivery of television/video programs as we know it is in for a huge change. The Google/Apple connection on the iPhone and Apple TV may be foreboding for a new business alliance. Combine Googles ability to target advertising, with Apple ability to build an interface and payment system with the iTunes store- and you could have TV 2.0 coming to a plethora of digital devices soon.
by Next Wave Team | Aug 9, 2007 | Advertising, Apple Advertising, Change the world, Everything You Want to Know About Advertising, Future of advertising, Future of TV, Marketing & the Web, Public Relations in the Web 2.0 world, Secrets of Great Advertising, Web strategy
I don’t have time to sit and watch Steve Jobs introduce the new iMac and iLife while tethered to my high speed connection- but, man, this would be great to watchon my iPhone on the plane to Chicago tomorrow, so I bop on over to Apple’s site and there it is:
Apple - QuickTime - Apple Special Event - August 2007
Watch Apple CEO Steve Jobs unveil the all-new, redesigned iMac and demo new features in iLife 08, iWork 08, and .Mac. See the video-on-demand event right here, exclusively in QuickTime and MPEG-4.Voiceover users click here to listen to keynote address.
The problem- even with Quicktime Pro, I can’t save it to my desktop because they have it as streaming media… oops. Went to the iTunes store- and it’s not there either.
Either you fully embrace the idea of video anywhere anytime or you don’t.
Lesson to marketers: make your video, commercial, training film, industrial video available to anyone, to watch anytime if you want to get maximum bang for your marketing dollar.
by Next Wave Team | Aug 9, 2007 | Advertising, Advertising humor, Careers in Advertising, Everything You Want to Know About Advertising, Future of advertising, Great Ad Agencies, Procter & Gamble Advertising, VW advertising
Just a few weeks ago, Ad Age was lamenting the future of CMO’s with their short stints at the top. Next thing you know, they are popping up in their own tv spots.
This morning at the gym, in the span of 2o minutes, I saw two spots featuring CMO types:
Adrants » Old Spice Stakes Claim to Tony Stewart’s Armpits
The grand old deodorant brand hits us again with a spot called Armpit for its Collector’s Edition. Compiled by Wieden Kennedy, it begins and ends with the maniacal laughter of the company’s “marketing president,” Alex Keith.
The spot’s theme is how the CMO scored a success by sponsoring NASCAR driver Tony Stewart’s armpits as ads for Old Spice. Old Spice wants you to visit the excitement at www.tonystewartsarmpits.com
The second CMO as rockstar sighting was a Coors ad- probably about drinking responsibly. However, I can’t find any reference to the spot, or the CMO (other than Coors has a new CMO) anywhere. The fact is- no consumers care who the CMO is- or what they think, much less than they care who the CEO is- unless you are Steve Jobs.
Advertising isn’t about you- the marketer, it’s about what interests the customer.
And although those of us in the business were caught up in the Julie Roehm scandal at Wal-Mart, and dismayed when VW ditched Kerri Martin- consumers don’t care.
The idea of elevating CMO to rockstar status needs to go away.
by Next Wave Team | Aug 2, 2007 | Advertising, Creativity, Differentiating Your Brand, Everything You Want to Know About Advertising, Future of advertising, How To Select An Ad Agency, Marketing & the Web, Secrets of Great Advertising, The Craft Of Advertising, The Next Wave in Business, Web strategy
Back in 2005 Rupert Murdoch was interviewed in Business week, long before he purchased the Wall Street Journal and Dow Jones:
The Birth of Murdoch.com
BROAD VISION. “Our strategy is quite simple,” Murdoch said. “News Corp. at its core is about content. The Web at its core is about personal choice. What we are aiming to do is combine the two, and in the process redefine the meaning of [an] Internet vertical.”
And in buying up newspapers, which ad agencies and CMO’s are writing off as an advertising medium- Murdoch is proving he’s way ahead of everyone else: he’s buying content generators, which will give him eyeballs. He’s planning on earning attention the old fashioned way- by providing useful content.
Which brings me to advertising as practiced today. We’re no longer generating ads to ride along with content- now more than ever the ad has to be able to stand alone as its own content. Not by intruding, but by being invited as content worth watching. So fun, interesting, informative that consumers will actually want to share it, interact with it, or use it to expand their own personal equity stash.
So, before you look at your next media buy and your new ad campaign, look at it as content first, and think what you would do with it? If you would want to hang it on your wall, share it with friends, save it to solve problems, or just keep it because it’s beautiful or funny- then go ahead and run it.
If it doesn’t do any of those things, or is mostly you beating your chest, maybe it’s time to select a new ad agency.
