20091130

Viral marketing is harder than advertising

Viral phenomena are "objects or patterns able to replicate themselves or convert other objects into copies of themselves when these objects are exposed to them." But unfortunately the popularity of some internet memes sparks the ambition in some to "go viral" with their next campaign. Mostly because of all the bad reasons, like the illusion that "viral campaigns are cheaper".
In Redeye VC: Let's just add in a little virality Josh Kopelman defines virality as "something that has to be engineered from the beginning…and it’s harder to create virality than it is to create a good product. That's why we often see good products with poor virality, and poor products with good virality. The reason that over $150 Billion is spent on US advertising each year is because virality is so hard. If virality was easy, there would be no advertising industry."

20091124

PDFEurope speaker slides: Naked on the dance floor

MP3 download: Adapting and Thriving in the New Media Environment - I speak after Antonio Sofi (@webgol), Vincent Ducrey (@vincent_ducrey), and Liz Mair (@lizmair).

Esther Dyson: people are scared of freedom

Last Saturday I was speaking at the Personal Democracy Forum in the beautiful city of Barcelona, Spain. I met a lot of interesting people and learnt a lot, but I only started taking notes during the Final Plenary. Sitting in this panel was none less than Esther Dyson (@edyson). Wikipedia describes her as a journalist and commentator on emerging digital technology, a founding member of the digerati, an entrepreneur, and a philanthropist, but her Twitter bio simply states "Internet court jEsther". I can imagine her critical voice is a thorn in many people's side. The panel's audio has been recorded by civico but here's a summary of her main points that day:
  1. Information isn't enough. You need courage to overcome bad things. The courage to say no and put others at risk.
  2. There are things you can no longer do once you're a government (and no longer just campaigning). There's a reason why governments are bureaucratic.
  3. Power corrupts. It also seduces. I've seen lots of people behave just as badly once they get the power. That distresses me. It's not good enough to change the government. People need to understand that they need to take an interest in what happens and demand transparancy. we need government, but also civil society
  4. Governments need to deliver, too. Sometimes people don't dare to ask for more after the elections. (Note: I had a feeling she was referring to Barack Obama here)
  5. We shouldn't always be suspicious of business. The business community can do a part of helping deliver. They too are part of civil society.
At one point she also snubbed at what she called "European Nationalism" because it wouldn't be any better than any other nationalism. One of the attendees explained the background of the European movement in the light of (at that time) largely U.S. and China focused international politics, and Esther Dyson was quick to admit she was wrong, and how this remark made her think differently about things. Chic!
Finally she recommended The Paradox of Choice - Why more is less by Barry Schwartz: "It's much harder to live in a free society, where you're held responsible for what changed. If it doesn't work it's their fault, so they resist this. They're scared of freedom. So our role is to show them how to be succesful."

Marketing size queens

It's unavoidable: most marketing professionals turn into size queens as soon as they're setting targets, or reporting on succesful campaigns. Up until now, most KPI's also involve purely quantitative numbers to indicate succes.

But then I got inspired by Digital Royalty and her hair extensions. She made me realise that basically there are 3 kind of KPI's:

  • Quantitative (or Volume): typically Unique Visitors and Pageviews (usually daily or monthly average). The nice part is that these numbers easily generate automatic reports and alerts. In order not to confuse them with qualitative measurement, I tend to limit Quantitative results to the stuff that theoretically can be generated by machines or scripts, not humans.
  • Qualitative (or Engagement): a more user centered approach in which you try to measure the impact of e.g. a campaign on the target group. Digital Royalty summed these up as RT (ReTweets), subscribers, sentiment, time spent, comments, "likes" on Facebook.. I usually pick out the ones that are "proof" of a relationship or valuable two-way conversation with your user, consumer, prospect or whatever you want to call your market. A good start are these two interesting list: 100 Ways to Measure Social Media and The Who, What, Where, When, Why, and How of the 100 Ways to Measure Social Media.
  • Conversion: leads and sales. But also: products sampled, visits to store locator pages.

20091123

"Twitteren" Dutch word of the year

I was on national news last night and didn't even know :-)

Web video on deredactie.be: "Twitteren" is verkozen tot woord van het jaar.

20091119

Peter Hinssen on people skills

Peter Hinssen is one of today's keynote speakers at the BDMA Congress. Most of his puns are short enough to tweet and retweet, but this one was particularly funny. Especially since Peter Hinssen told the same joke when he was speaking in Russia, and got a cold reception. Here goes:
What companies need are people with
  • the ethics of mother Theresa
  • the intelligence of Vladimir Poetin
  • the IT skills of Bill Gates
  • the charisma of Pamela Anderson
Unfortunately, what companies usually end up with are people with
  • the ethics of Vladimir Putin
  • the intelligence of Pamela Anderson
  • the IT skills of Mother Theresa
  • the charisma of Bill Gates

20091118

Confuse The Cat, Ltd

It's only an orphan entry, but according to Wikipedia Confusion marketing is "the practice of deliberately making confusing marketing material in order to hinder consumers' comparisons with other similar offers." An example is the way banks and telcos advertise their rates, making it very hard for existing and future customers to compare all these apples and oranges.

Tomorrow's BDMA Congress at Lamot, Mechelen has a much broader view on the idea of confusing, or rather: confused (direct) marketing professionals.

Fusion marketing hasn't made it to Wikipedia yet, but the congress has asked these three keynote speakers to erase your confusion: Richard G. Rosen (keynote speaker in Cannes), Peter Hinssen (author of Business/IT Fusion), and Alan Rosenspan (president of the direct marketing creative and consulting firm with the same name).

Can't make it? I'll be there, posting updates about the Congress on my Twitter account @bnox.

Web startups in Europe: something's cooking in Paris and London

Selected Companies | LeWeb'09: "As in the past, the LeWeb start-up competition provides a platform for Europe's hot new start-ups to present their business and technology to some of the most influential players in the technology market."
LeWeb09 is of course organised in Paris, but how come apart from Paris only London seems to have sent out its sons to the startup competition? I had expected more from countries like Romania and Ukraine.
  1. CloudSplit (Dublin, Ireland): web service that tracks your Amazon cloud spending in real-time
  2. FitnessKeeper, Inc (Boston, MA, USA): Fitness tracking for your iPhone 3G/3GS
  3. FriendBinder (the Midlands, UK): brings together your friends from different social networks.
  4. Kukunu (London, UK): only @itamarl knows
  5. Mendeley (London, UK): free research management tool for desktop & web
  6. Shutl (London, UK): only @shutl knows
  7. Siteheart Inc. (Russia): SMS-billings in micropayments
  8. Sokoz (France): le site des ventes Live
  9. Sports Predictions (Denmark?): Rational sports predictions
  10. Storific (Paris, France?): "Your favorite stores have something to tell you!"
  11. Stribe (Paris, France): web service that allows any website or blog to create a branded and customized social network in 5 minutes
  12. Superfeedr (San Francisco, CA, US): Real-time feed parsing in the cloud
  13. task.ly (Moscow, Russia?): to-do management re-everythinged.
  14. The hyper words company (London, UK): super-hyperlinked text
  15. Wordy (Monaco?): Let professional copy-editors check your text for grammar, spelling, punctuation and structure.
  16. Yeasty Mobs (Paris, France): "Facebook Pages on crack."

20091115

Need some help with the Nokia N97 mini

Smartphone owners are no better than computer owners when it comes to endless arguments. The iPhone vs Blackberry battle is at least as fierce as the Mac vs PC one. For the last few years, I was definitely a Blackberry girl. I've never even considered buying an iPhone. What's more: I converted my boyfriend with the telling internet handle ApplefanBE to get a Blackberry, too. What I liked better in the Blackberry over the iPhone was
  1. The keyboard. Many male iPhone users find that their fingers are too big for a touchscreen; and female users with long fingernails have iPhone touchscreen issues too.
  2. Blackberry internet service, especially the push e-mail and over the air syncing with a Microsoft Exchange server: it just works. All the time. I never have to think about getting connected with the Blackberry. The only thing I have to be really careful about is not to use data roaming when I'm abroad.
But last week an unexpected present fell into my lap: a shiny new N97 mini. I really like the feel of this device. It has a touchscreen and a very, very decent keyboard. But here comes my problem: if I'm going to use this device for Exchange, POP3 and Gmail, for Twittering and Twitpicking, and for the occasional mobile browsing, what subscription should I use? I want to keep my mobile phone number, even worse: I want two SIM cards for the same number. One sits in the Blackberry, one in the N97. What should I choose? Proximus, Cherry, or MobileVikings?

8 ways to kill a good idea

Eight ways to kill a good idea:
  • new marketing manager
  • sent by e-mail
  • legal department recommendations
  • creative review
  • new creative director
  • global brand guidelines
  • client thinks he's creative
  • budget
Found via Morgaine loves poppies.
I had to smile when I saw the list. Call me naive, but really good (read: simple, powerful, and striking) ideas survive even the harshest office politics and budget cuts. I try not to moan over ideas that didn't make it. If you're really creative, there's always more and even better ideas where it came from. And maybe one of them will make it.

The future is here. It's just not evenly distributed yet.

Freeband - The Ambient Life on Vimeo: "The results of the Freeband Communication research program should be visualized in a compelling film. I approached the material using infographics to explain the vast quantities of data. To create a relationship with the continuing technology the film starts with a minimalist introduction in a narrow color spectrum and gradually transitioned to an abundant, multicolored world."

Freeband - The Ambient Life from The QBF on Vimeo.

I really like the use of colours in this animation. Pity that the narration is buzzword-heavy, but nevertheless a textbook example of how infographics can explain vast quantities of data.

20091114

Epipheos, the a-ha web videos

Epipheo Studios is the first video production studio in the world dedicated exclusively to creating internet videos that cause people to have epiphanies. These epiphany videos called epipheos (pronounced i’pif’ee’oh) are designed to be the center piece of online viral marketing campaigns for everything from consumer products to non-profit initiatives.
Embedded below is a particularly nice example, made in response to Dramatic Shift in Marketing Reality (Scholz & Friends). Epipheo Studios simply invented the word "epipheos", which is a tried and tested tactic to become famous. Recently advertising agency DuvalGuillaume actually succeeded in getting their neologism fokkie (a freestyle anagram of the Dutch word for coffee) in the official Van Dale Dutch dictionary.

20091113

The internet is forever

Temporary.cc from zach gage on Vimeo.

Temporary.cc on Vimeo: "For each unique visitor it receives, Temporary.cc deletes part of itself. These deletions change the way browsers understand the website's code and create a unique (de)generative piece after each new user. Because each unique visit produces a new composition through self-destruction, Temporary.cc can never be truly indexed, as any subsequent act of viewing could irreparably modifiy it.
Eventually, like tangible media, Temporary.cc will fall apart entirely, becoming a blank white website. Its existence will be remembered only by those who saw or heard about it."

Fascinating art work by Zach Gage (@helvetica). Found via CreativeApplications.net. See also my 2007 talk Internet will eat itself.

I am the 6850th best friend

I have a lot of excuses:
  1. I wasn't paying attention when I entered the quiz
  2. Ever since Facebook, the term "friend" has become a very broad one
  3. The quiz is based on U.K. standards, and we all know the United Kingdom is an entirely different country
But still... the Orange Friend-o-meter just determined that I'm not a very good friend at all and that I need to be more affectionate (!)

The Orange Friend-o-meter is an interactive quiz to promote the launch of the Motorola Dext Android Phone (‘The Super Social Networking Machine’, but not available in Belgium yet). This quiz connects to twitter, facebook and myspace and tests how well you know your friends by pulling data from their profiles and feeds. Very impressive!

20091102

Tom Waits and the deficit of wonder

Tom Waits Library - Biography - Quotes: "This is what's wrong with the world. Everything is explained now. We live in an age when you say casually to somebody 'What's the story on that?' and they can run to the computer and tell you within five seconds. That's fine, but sometimes I'd just as soon continue wondering. We have a deficit of wonder right now." (Source: "Tom Waits: Dancing In The Dark Harp Magazine (USA), by Tom Moon. December, 2004)

20091101

Happiness vs advertising

Google always suggests Happiness is a warm gun but this definition is different:

Don Draper - Wikipedia, the free encyclopedia: "Donald Francis Draper is a fictional character and the protagonist of AMC's television series Mad Men."

Can internet change politics in Europe, too?

Personal Democracy Forum (often referred to as PdF) is a website and annual conference that follows how the internet is changing politics, governance, and advocacy.
Usually the PDF conference is held in New York City, but this year there's one in Barcelona, too. During this two-day conference political professionals, technologists, and non-profit executives educate each other on how web-driven democracy and advocacy looks like after Obama's election. What can Europe learn from the Obama campaign? How have social media changed the releationship between political parties and their voters? Can blogs transform politics? And can social media create a pan-european conversation?
We're still ironing out the details, but I'm going in any case. If you are, too, please use this magic word to get 20% discount: pdfbnox (select General Registration on the Registration Page.

More info about the conference :

Supermodels say no to fur, coats, clothing

350.org: "On 24 October, people in 181 countries came together for the most widespread day of environmental action in the planet's history. At over 5200 events around the world, people gathered to call for strong action and bold leadership on the climate crisis." Below is one of the movies made by photographer Peter Gehrke and his models:

At first I thought it was for Carrefour supermarkets. Can you see why, or is it just me?

How to follow LeWeb on Twitter

LeWeb conference in Paris was quick to use Twitter hashtags to enable both participants and stay-at-home bloggers to follow the conversation realtime. Unfortunately spammers quickly found out and polluted the stream with their "Teeth Whitening" and MLM messages. Creating "aggregation bots" is not a solution either: if you have a dedicated Twitter account automatically retweet everything with, say, "LeWeb" in it, you just create a lot of echo in the channel.
Earlier this week, Twitter launched the Twitter Lists, who are compiled by users themselves. And in a matter of days, LeWeb organisers (@Leweb) compiled three textbook examples of handy Twitter lists: I follow all three of them, and it's a great way to shoot the breeze before actually going to the event. You can immediately see who's the most vocal and what their personal style is. I already see a number of new conversations starting, and suddenly I saw my Twitter follower count shoot over 5,500. So even if there is such a thing as "List Spam" (spammers putting you on lists so you would check out their links), I still think Lists are a great new Twitter feature.

By the way, register for LeWeb if you haven't already - use BLOG09 for a 10% discount.