funny you should askI thought more than once in 2011 that, gosh it must be the year of intertextual ideas and executions given the vast amount of internet culture based ads. In Sweden, this was led by ComHem going all-in by trying to own associations to internet memes and all that’s beautiful with that.
Here’s a new, lovely, example from Nike. As usual the execution is perfect.
I’m really looking forward to catching this latest film, Urbanized, by Gary Hustwit. Urban design is really interesting when you think about how little you think about it. How cities work, help you, work against you and contextualize your every experience more or less. Think about memories from, say a park, and how that memory could be claimed to be “powered by” urban design. How different could memories be, if the context had been different?
I don’t want to draw ridiculous parallels back to communications planning, but a session we had in 2010 at APG Sweden (Theme being “creating for people”) was with a company called Spacescape who specialize in strategic urban and architectonical analysis. Stuff like spacial analysis, user studies etc. They end up with things like heat maps, showing the flow of people, and hence how changes in the landscape would “upset”, redirect or prevent that flow. That session proved to have a whole lot in common with communications planning. It also left me feeling a bit incredulous towards architects in general.
8 Hours in Brooklyn from Next Level Pictures on Vimeo.
via melex
Photos are so intriguing because we stare at them for a while, scanning the full picture, not missing anything. Then our mind wanders for a bit, trying to set or understand the context. Thinking about the specific, noticing gaps, filling in gaps. Really slow-mo film comes really close. It moves, yet you have time for the above. That’s quite cool I think.
There’s an important discussion going on here in Sweden at the moment, about online newspapers and the possibility to comment on articles, and wether or not it’s working. Some leading newspapers think it’s not at the moment. Leading representatives are heavily engaged in this discussion, that reached some sort of climax (and resulted in shut-downs or changes to the commenting functionality) due to extremely racist comments, but not solely because of that, during the tragic incident in Norway.
They are, quite rightly, looking at this from a technical, resource and reader involvement perspective. Recently a media industry expert (Sofia Mirjamsdotter, Resumé) said it’s no surprise that this happened (closing down, limiting and/or changing privacy policies) as none of the newspapers had a participation/comment strategy. That’s looking at things from a very narrow perspective given the massive impact of (possible) reader involvement in online journalism. You don’t have a strategy for comments, you have a strategy for online news publishing, if at all that’s what you choose to call what you do.
Anna Hjalmarsson of Aftonbladet hopes that in five years, they’ll have found better ways of handling discussions where readers openly, and respectfully, meet each other and newspaper representatives. She also says that many active commenters express themselves as if nobody from Aftonbladet is going to read what they write, as if the discussions in the comment fields is something for the readers only.
Now that’s spot on, and it’s most likely contributed to a negative language and a tone. If an official representative (i.e. article author) revisits and responds, well, we’d probably have a more nuanced discussion. Maybe even a professional one. A comment function has less to do with the possibility to make yourself heard, and more to do with getting a response, a reaction. We talk to/with people. If the response is from somebody calling you an idiot, wishing you dead. Well.
Björn Hedensjö of DN.se says they’re genuinely interested in reader involvement, but at the same time they have limited resources. He says that the editors must make an active selection when it comes to which subjects should be discussed and then also engage in that following discussion. That’s a very good start. Selecting what articles and pieces are most relevant and likely to inspire, and facilitate, discussion. And because selecting is already a key aspect of journalism, it’s a natural extension of that. What is news worthy and what’s not, is a constant question. Why shouldn’t what is talk worthy? Often they overlap, but far from always. They are different and have different selection criteria. Especially considering the resource issue.
So considering this, I think we arrive where the real challenge sits. The key question with regards to journalism in general today, is the role it plays in society. Media (organisations), traditionally defined by the properties of the specific media (TV was always very different from radio, technically speaking), the organizational structure (ownership and possibly political associations) and funding/financing (licence and/or ad financed).
Media has always been institutions in society. They’ve always helped shape culture in the broadest and biggest sense. But newspaper journalism has mostly been about them writing and telling us about things. It’s been about sender-receiver. It’s been like that because of the technical context when it started, and when it was defined, explicitly or not. The technical properties of media used, did that. It’s all a product based on what was even possible. Now that’s changed. When an article starts and stops is changed. Finite has become infinite. What news story telling is (can be), has changed. So really what needs to happen, which is the reason it’s not about a strategy for comments, but rather a strategy, and definition, of online news journalism, is rethinking the sole purpose and role of online journalism. Which, of course means, the role of journalism in general. In this case mostly, but not exclusively, from a written word point of view. I really hope the question is answered on this level, and not mostly on a technical level, as many comments seem to suggest.
There’s big luxury and then there’s small luxury. One of my luxuries is freshly ground coffee on Saturday and Sunday. I can’t be bothered during a work week. It’s a good idea to identify what your small luxuries are because you get more luxury in your life without breaking your wallet or going round the world. It also helps if you remind yourself that it’s luxury and not just ordinary. Just like advertising increases perceived value, and hence real value, so can reminding yourself about your small, everyday luxuries. I believe. You could also call it fooling yourself, In which case I don’t mind.
flick by programwitch
I was wearing Carhartt jeans the other day. Also a Carhartt shirt and a Carhartt jacket. Am I a big Carhartt fan? Well I’ve got a few shirts yes, I’ve got one jacket and one pair of jeans. I wouldn’t call me brand loyal, but I wouldn’t blame anyone for thinking that.
Without repeating all that’s been said about the concept of brand loyalty and it being contrasted and questioned, even disproven, in Byron Sharps book How brands grow, I’ll add my two cents, and it’s really just a way of thinking about it.
“Brand loyalty is having first dibs”
That’s what it comes down to, and little more than that. I’m not loyal to Carhartt, but I’ll swing by their store in search of a new pair of jeans before any other, if convenient enough. They have the first chance of maintaining their track record, but it takes little for me to walk out and into another store. We tend to equate, or define, loyalty with the latter part; it taking little for me to walk out and the fact that loyalty should be about me not easily doing that. But it’s more about the former; a brand simply having first dibs. We’re looking for a bit too much in the loyalty concept. If first dibs is what we equate with brand loyalty, we have the research and data to back it up, as opposed to over inflated wishes for loyalty beyond reason.
The fact that it’s more about first dibs, and little more, means the pressure is on the brand to continue to satisfy me. And that’s brand loyalty seen from the other end.
Photo thanks to riklomas
I came across two new reports on how connectedness, new touchpoints and feedback loops are affecting organisations, the marketing function and “where it sits”, and also increased customer centricity. They sum up the greater context, and the combined reasons, for some of the organisational changes (or needs for) that need to happen. One report from McKinsey (We Are All Marketers Now) and one from Forrester commissioned by Dell (Social Listening).
Forrester found that organizations across various industries that have implemented listening and digital engagement initiatives are starting to see impressive business returns.
– Forrester
You often hear negative voices on showing ROI from social media within marketing and it’s a fair point because getting measurements right isn’t that easy and, obviously, neither is actually generating a positive ROI. But a positive ROI should be delivered through social media implemented into, and used by, the whole organisation and not just marketing, which changes the ROI conversation, the investments and the over-all value it brings. You might even argue that it redefines marketing, which is what McKinsey are arguing.
In the era of engagement, marketing is the company… In essence, companies need to become marketing vehicles, and the marketing organization itself needs to become the customer-engagement engine…
– McKinsey
In today’s marketing environment, companies will be better off if they stop viewing customer engagement as a series of discrete interactions and instead think about it as customers do: a set of related interactions that, added together, make up the customer experience.
– McKinsey
Which means there’s an increased need for designed and coherent interactions that stem from a better agreed understanding of who the brand is and its meaning in people’s lives. If it’s too much for one person to be responsible for customer engagement, then companies (realistically larger size ones) might consider having one for every function within the organisation, who can then liaise with each other in order to cross the boundaries that exist between sales, marketing, customer service etc.
Distribute more activities
If marketing is the company, the distribution of marketing activities changes.
More councils and partnerships
As distribution of activities change, new needs for synchronization and collaboration cross-boundaries emerge.
Elevate the role of customer insights
With more and better feedback loops and data waiting to be tapped – all aspects of the company can and must benefit.
More data rich and analytically intense
Apparently Zynga generates and captures five terabytes of customer data every day. Wow!
Helping companies understand and benefit from social media is enough to realise that we’re looking at some major organisational issues. It’s all organisational, and organisations are tricky. It’s complex and it’s slow. It means shifting incentives, responsibilities and accountabilities. Many companies are going to have huge problems for a long time, and some companies offering organisational change management are going to get rich…
Social media is helping bring companies closer together internally, and perhaps it’s even the strongest catalyst for better cooperation, cross-department co-operation and incentivising for over-all collaboration. Quite an important roll.
I vote for this guy not only because it looks delicious but because he seems like such a great guy.
But It’s a tight race because these guys are doing exactly what I’m missing; fast food that’s good for you. I just want some good ol’ fashion husmanskost on the go, but all I can find is fat dripping pizza on every damn corner. Hate that.
And I’m very impressed with the Amex Open Forum initiative and the momentum they have. Even though I’m disappointed by the card (at least in Sweden and online). From the small business saturday idea (below), to partnering with Facebook to provide “an Amex way” of paying for ads, and Vote Big Break above.
Being involved in a sponsorship strategy for another big global American brand, I can’t but help but reflect over the role of sponsorship. Simplified being about 1, brand awareness, and letting context/sponsored event/team/sport/etc indicate what the brand supports and affiliates itself with and thus 2, manifest position/meaning by getting a brand attribute rub-off effect. But there’s so many examples of very weak sponsorship strategies where all you get is your logo out there with very little meaning attached to this.
Not so long ago, It was impossible for Amex to do what they’re doing here, which is sponsoring small businesses and everything that comes with that; having to struggle, be a smart marketer (perhaps first time at it), smart with money, doing a bit of everything (balance sheets and tax laws anyone?), and being frustrated with hardly making ends meet. Sponsoring them by doing things for them is something that simply could not be done before. Not with this massive reach and impact. To a large extent this falls under sponsoring in my book. Supportive sponsoring. Extremely targeted and relevant. I think the concept of sponsoring is changing quite a bit.
Hadn’t seen the documentary about the Arduino project before. I was struck by the the 3D printer built on open hardware Arduino, printing open source coat hangers and how this is the ultimate wedding of the connectedness, collaboration and openness of the internet, and how that is power in numbers. I’ve been facinated by MIT Media Lab for a long time, so was happy to find that representatives of MEDEA Collaborative Media Initiative down in Malmö, Sweden, were part of the Arduino project, although started in Ivrea in Italy (Arduin being an important character for the city of Ivrea) and soon consisting of a great mix of people and co-collaborators. Watch the film, there’s an interesting story behind the hardware and an inspiring case of collaboration across boarders, based on mutual interest.
Arduino The Documentary (2010) English HD from gnd on Vimeo.
Ray Kurzweil on Translation Technology from Nataly Kelly on Vimeo.
From Singularity Hub
I wonder if we have any idea (well we have some) of the possible implications of this? I mean, the obvious ones are, well, obvious. But what about the role language plays in keeping societies and cultures intact. That is, actually feeling like a specific culture as opposed to all other cultures. In socialization and learning a language amongst other things, you get spoon fed your culture (albeit small spoons). What you say where and to whom and in which situation is different between cultures, so imagine instant translation amongst foreigners. It’s bound to have an effect. Imagine not being able to keep things from foreigners?
It’s like the equivalent of people mistakenly posting a little too much on Facebook and hence to everyone, but in use of language. Instant translation gadgets would effectively force you to mind your every word and not just your every Facebook post. Ubiquitous real-time translation that you might not even be aware of in any given situation. Oops.
This is the place to get going in real-time. If less urgent, just send an email to olle@funnyyoushouldask.biz
