Ged Carroll

Blog

  • Flickr best social network experience + more

    Flickr best social network experience going / Boing Boing – I believe that flickr best social network experience at present, but I am not blind to the communities flaws

    An Oral History of Oakleys, the Most Badass Sunglasses of the 1990s | MEL Magazine – or how Luxottica made a great brand merely good. More related content here.

    The Ad Contrarian: The Stupidity Of Ignoring Older People | Ad Contrarian – interesting, it used to be that half the lifetime spend was done before the age of 35. Given that most marketing is short term programmes marketing to older people as well makes sense

    China Counterfeiters’ Hot Product in 2019? Peppa Pig Couture | Jing Daily – interesting China’s fake clothing people have been cranking out snide Peppa Pig wear; including dreaming up Burberry, Chanel, Louis Vuitton, Off-White and Givenchy collaborations that haven’t happened! It’s wonderful and subversive at the same time

    They welcomed a robot into their family, now they’re mourning its death – The Verge – Williams understands that companies have bottom lines and that gadgets come and go, but Jibo was also designed to appeal to children, and those kids are now learning what it means to own a robot and have no control over its fate – pretty dark stuff. It sounds like the product succeeded with customers but was too pricey for what was required – A couple of things here; it wasn’t that long ago that we thought Japanese people were odd for having Shinto funeral ceremonies for their dead Aibos. Now we see similar behaviour playing out for Jibo. Secondly, unlike the first Aibo, Jibo is essentially a cloud personality, which begs the question when’s the move towards device based AI etc coming back as seeing your kids cry is too much?

    Dolce & Gabbana’s Expanded Sizing “Proves They’re Really about Selling Clothing,” Not Just Leveraging it — The Fashion Law – Dolce & Gabbana has announced that it will increase its sizing to include garments that will range up to size 54 in Italy, the approximate equivalent of a stateside size 18? You bet it is. The move by the Milan-based brand to extend its sizing – which went into force with its currently available pre-fall collection – “makes it one of the most inclusive designer brands for women,” according to The Independent’s Olivia Petter, a far cry from most high fashion brands, which Fashionista’s deputy editor Tyler McCall says “stop much closer to a size 10 [or] below that even.” – I think its a smart move given their problems in China

    The crisis in creative effectiveness | WARC – There has been a serious declining trend in the effectiveness of creatively awarded campaigns over the last ten years. The most recent IPA/WARC Rankings data, explored in the new Crisis of Creative Effectiveness report, confirms this continuing decline; creatively awarded campaigns are now less effective than they have ever been in the entire 24-year run of data and are now no more effective than non-awarded campaigns. We have arrived in an era where award-winning creativity typically brings little or no effectiveness advantage.

    Top 1000 Brands | Intelligence | Campaign Asia – for China

    Study Shows Big Rise in Teen Vaping This Year – The New York Times and Juul faces House investigation over teen e-cigarette use – this is going to get regulated sooner rather than later and the whole Philip Morris International ‘dialogue’ campaign is going to leave some creative agencies holding the reputation equivalent of a live hand grenade

  • Mercedes 300D & things that made last week

    This video on the 1970s and 1980s Mercedes 300D is instructive in terms of the amount of work that was put into industrial design. What would now be called user experience in a more digital world. The Mercedes 300D was a workhorse of European taxi fleets during the 1970s and 1980s. They became a popular car in the developing world because they were so robust and there are still vintage car owners now who love them because of their design and engineering. When I close my eyes and think of Mercedes, this is the era that encapsulated the essence of Mercedes for me.

    Japan had a culture of non-fiction informational manga as well as the stuff that we’re used to seeing in the west. I’d not seen it done in anime before but ti works really well. Here is a short film made by the people that brought you Sailor Moon in the mid 1970s. It explains some of the incidents that form the base of UFO sightings and subsequent UFO conspiracy theories popular during the cold war.

    https://youtu.be/5k0Yz-iVxdY

    The social side of online computer games. Gaming like chat rooms and social before it brings together like-minded people. My cousin moved to Canada but keeps up with friends from college and home in Ireland over online gaming quests. But these people aren’t merely maintaining existing connections, but building new ones. What also becomes apparent is how detached many people are from their communities. Not just in major cities like London, but also small towns in Wales. More consumer behaviour related content here.

    Amazon is bringing Garth Ennis’ The Boys to the small screen. Karl Urban is a lean but less imposing Butcher and Wee Hughie ISN’T played by Simon Pegg….

    South China Morning Post’s Abacus channels The Pixel Boys to try and bring China’s tech giants to life for westerners: China Tech City | Abacus 

  • Web services I use

    Web services I use everyday has evolved over time. I thought I’d explore what I use now, compared to my essential services nine years ago.

    Bloglines –  I have an eclectic and wide range of online reading material that I like to keep up with. Whilst I have a Google Reader account, it is set up as insurance against IAC shutting down Bloglines. I find Google Reader intrusive and not as productive as Bloglines. In addition, Bloglines works better on a mobile phone and power my blogroll

    Delicious – is my memory. I am a web pack rat and it comes in handy for research or pulling together case studies for presentations. I keep a minimal amount of bookmarks on my computer, mostly bookmarklets to take advantage of Google Translate, subscribe to a blog and pull up the local weather

    Google – as well as it being my default search engine, Google is also my currency converter, calculator, spell checker and timezone checker. The site has a surprising amount of shortcuts that make my life a lot easier. They don’t require any technical skill, more details here

    Teoma – one of the best kept secrets of the web, Teoma is my back-up search engine if Google isn’t giving me the kind of results that I want. If anything Teoma is more relevant than Google is on its search responses. It naturally doesn’t trawl as much of the web as Google and it isn’t as good for real-time or semi real-time content like the latest blog posts. But it does have a clean interface reminiscent of Google previously. If you hit the ‘Google found approximately 150,000 results’ and you can’t find what you are looking for in the first page (which you should have set to 100 results per page) then give Teoma a go

    Email – my primary personal email account is an Apple IMAP account (now sold as MobileMe), but I’m old school so I have a .mac address. I also have a couple of other IMAP accounts with a more limited circulation. IMAP is great as it allows you to sync your account across multiple devices and not pay a fortune for Microsoft Exchange

    iDisk – I know lots of people swear that Dropbox is the best, but I still like to use iDisk for large file transfers like presentations. Apple has progressively improved the product and I know it inside out

    Flickr – if Delicious is my memory of facts and figures then Flickr is my visual memory I use it as an aide memoire, image storage for my blog and as a kind of photo scrapbook

    Twitter – is the new IM. Instant messaging on my iPhone and on corporate networks can be a bit haphazard. Twitter gives you the direct message capability of IM but also allows for broadcast messages and syndication of content

    Skype – whilst all the fuss is happening in the iPhone world about Facetime I am more interested in Skype. Its combination of reasonably-priced VoIP calls and free Skype calling together with robust file transfer and chat messaging has made it ideal for business communications and keeping in touch with friends in far flung places

    LinkedIn – I’ve got business out of LinkedIn, polled opinions on the best content management system for a particular purpose and received recommendations on a web hosting company in Hong Kong. LinkedIn is an invaluable business tool

    Ten Web Services I Can’t Do Without | renaissance chambara

    Lets have a look this in terms of numbers. In the space of nine years:

    • 3/10 services no longer exist in a meaningful way
    • 4/10 services I no longer use
    • 3/10 services I still use, but are just not important to me anymore

    The key lessons to take away from these are:

    • The importance of data portability. Which is one of the reasons why I am minimally invested in Facebook
    • Always be looking out for new services that serve as a plan B
    • Steady but niche beats aspirational mass services every time. Ok so services like del.icio.us had a mass expectation pushed on them by large corporates post acquisition
    • It’s easier to make a service less useful than more useful – Skype definitely had a tipping point into the second tier for me following a user experience redesign around about the time of the Microsoft acquisition

    What does my list look like now?

    • Newsblur is my RSS reader of choice. Bloglines was shut down by IAC, so I had a choice of moving to Google Reader or FastLadder. FastLadder was an English language version of their iconic Japanese RSS reader. Livedoor got wrapped up in a financial scandal. The English language service was a distraction and eventually got shut down. Thankfully, RSS readers have a standard format to export your list of sites that you want to read called OPML files. The downside is that it has become fashionable for web designers to turn off RSS feeds on websites
    • Pinboard is my social bookmark platform of choice. Yahoo! started stripping the delicious team of its developers and they eventually transitioned their personal accounts to Pinboard. That was enough of a recommendation for me
    • Duck.com is now my first string search engine. Google is bumped to second tier. The key reason for Duck.com is privacy. It’s search quality is good enough, the search engine results page has a clean design rather like Google used to. Google still has handy vertical search options like Google Scholar and Google Translate are still top class.
    • Email – my use of email hasn’t changed at all. It has been a constant in a sea of change.
    • WeTransfer – Apple’s move from iDisk as a file system on the web to more of a tight integration with the company’s productivity apps (Keynote, Numbers, Pages)
    • Flickr is still my visual memory. It’s just an awful lot more web friendly than Instagram or Pinterest. It’s longevity is remarkable given all its been through with Yahoo!
    • Messaging got a lot more fragmented. I work with friends in China so WeChat is needed, as is KakaoTalk, Messages, WhatsApp and Slack. None of which offer a perfect fit
    • Skype has been replaced by a bridging conference call number and some people that I work with use Zoom. Skype still has some uses but my use has declined
    • LinkedIn is still an important business tool. Despite constant fiddling with the format, the spam on the platform and declining candidate functionality

    Listing these web services out it makes depressing reading. Declining functionality, good products (almost) sunk by large corporate shenanigans and corporate investors. In many respects things have stood still rather than moved forward with web services. More related content here.

  • Politics of history + more things

    The Politics of History: Why Anniversaries Matter in China | Macro Polo – great reading

    Liu Cixin’s War of the Worlds | The New Yorker – interesting reading material about China and the US. Read this in concert with the Macro Polo article on the politics of history

    On the Mac Pro, the G4 Cube and Their Shared Vent Design – 512 Pixels – interesting breakdown on details. I expect the difference is down to the explosion in CNC capability unleashed by the iPhone

    Why PMI is doubling down on wooing Cannes | Marketing | Campaign Asia – feels like snake oil, disappointed to see Cindy Gallop participating in this, given her role in steering the moral compass of the ad industry

    Report: Chinese spend nearly 5 hours on entertainment apps daily | TechCrunch – Chinese internet users now spend an average of 4.7 hours on their handsets a day just for entertainment purposes, according to new data (in Chinese) collected by research firm QuestMobile. The number is up from the 4.1-hour average from a year ago. By ‘entertainment’, QuestMobile is counting services like e-reading, music streaming, online karaoke, video streaming, mobile gaming, live streaming, and of course, short videos that are taking the world by storm. The total screen time could be much higher given the country now prefers taking QR code payments instead of cash, not to mention eyeball time contributed by children using smartphones to do their homework and housewives searching for the best deals on ecommerce platforms

    Why Mazda is purging touchscreens from its vehicles | Motor Authority – really interesting from a UX perspective, I was surprised car companies hadn’t got to this conclusion faster

    100 Radical Innovation Breakthroughs for the future | European Commission – where the EU is likely to be placing big bets, a good read, better than the latest Mary Meaker analysis (PDF)

    “Six Stories of GORE-TEX Products Vol. 2”: ACRONYM | GORE-TEX Brand – interesting interview tie Errolson Hugh

    Huawei Testing Russia’s Aurora OS As Complete Android Replacement, Report Claims – this makes more sense than Huawei’s home brewed OS

    242 Year Old Birkenstock is Not Interested in Being on Fashion’s “Trendy Punch List” — The Fashion Law – Birkenstock also turned down a collaboration with Supreme, which could very well be the buzziest streetwear brand in the world, with its bouncer-flanked stores and incessantly sold-out wares. “It was never about function for them, just logos,” Klaus Baumann, Birkenstock’s chief sales officer, speaking about Supreme, which regularly draws long lines of consumers outside of its store every week on Thursday when it “drops” new products, including collaborations. “These were not product people.” Birkenstock’s management is seemingly unimpressed by such antics.  Not mincing words Baumann states, “If I put a bouncer outside our doors on Saturday and regulate letting people in, I too could have a queue outside.” – more on luxury here.

    HOW TO PISS OFF A CREATIVE – BBH – epic

  • Creativity in data

    I had the honour of being part of a panel for the PRCA on the creativity in data run in association with The Work Crowd.

    Creativity and data

    Here was the synopsis of the panel discussion that the PRCA put out.

    Communications is frequently seen as all about ‘big ideas’. But increasingly, it’s being recognised that to develop a big idea that’s really going to have an impact, it’s not just about creativity. Now, the winning formula is creativity + data.


    Of course, data has always played a role in the creative process, but historically through a more ‘rear view’ measurement of past behaviours. However, with technology advancing and predictive analytics utilising newly available data, the data we have access to is more forward-looking than ever.


    The ability to synthesise these insights is super-powering strategic planning for businesses, but it’s definitely not just the boardroom who should be interested in ‘running the numbers’. Maths and data may not be seen as natural bedfellows of storytelling and creation, but have we been underestimating the power of creativity in data? Ultimately, is data a friend or foe to the creative process?

    I kicked this around with Camilla and Richard. Here are my thoughts that came from this process in no particular order below:

    I wondered what the forefathers of the communications industry would have thought about the question? Leaving ethical considerations aside for a moment about the legitimacy of their techniques, what would they have thought?

    Edward Bernays was famous for using consumer insight, research and psychology in his work. It would likely have felt very alien to Bernays that we were even asking such a question. He would have felt that the answer is self-evident a 100 years later.

    Data isn’t a friend or foe to the creative process. It is part of the creative process. The sieving of data to get down to the grain of truth – the insight that you can hang your creative idea off.

    Thinking about the nature of data itself is muddled. Over the past couple of decades the communications industry has struggled with measurement. This then shaped its perception of data.

    • Data is quantitative
    • Data is tech dependent
    • Data is precise

    All of which is wrong:

    • Data can be quantitative, but qualitative data is also important, particularly to the creative process. Qualitative data is the stuff of stories and storytelling
    • A lot of data is technology dependent, but a lot of good stuff from a creative perspective isn’t. Marketing communications as an industry, has increased its use and importance of cultural insights in planning
    • Quantitative data isn’t always precise. Correlation and causality aren’t the same things. In addition, if online ad fraud has taught us anything, it is to be skeptical of data quality

    I am not saying that communications should move away from obtaining and using quantitive data. But this should be balanced by a focus on qualitative data as well.

    Data is seen paradoxically as ‘all around us, pervasive’ and expensive to obtain.

    So what data should the creative planners of the communications industry care about? Some of the sources listed below are free, some are books that are worthwhile investing in and others are expensive services that even the largest agencies struggle to afford in many markets.

    The data that the client has already

    Clients are already sitting on a wealth of information inside their organisation:

    • Past marketing campaigns. What has worked, what hasn’t.
    • Web analytics – what content is doing well. What do we know abut site visitors?
    • Key words that they use for SEO. What language should we be using for coming with messaging?
    • Sales data. Not just qualitative data, but what is coming out of sales calls and customer services enquiries? What concerns prospective and current customers? Why do they buy? Do they stay loyal? Do they have great stories? Who buys and who is likely to influence a buying decision?
    • Competitor research including brand tracking data if available
    • Planning work and creative briefs done by the clients other agencies. Chances are that a comms agency will have been brought in after other agencies. What channels are those agencies looking to leverage. Where can you complement their work? What is the human truth that they are hanging their creative from? Are there any design cues in their artwork?

    Work smarter, rather than harder. It is foolish to try and do the same information gathering twice. A client’s willingness to dig and get this for you gives you a rough read on how important your work is for the organisation.

    Best practice data on efficiency and effectiveness

    The marketing industry as a whole has put a lot of money into the Ehrensberg Bass Institute and they have compiled decades of marketing science research to some accessible books. How Brands Grow parts 1 and 2 are constant references for me.

    The IPA’s publication The Long and The Short of It by Les Binet and Peter Fields is another reference for me. Binet has updated this research to cover B2B recently.

    They help me answer questions such as:

    • Is PR the right tool to solve the client’s current problem?
    • Is our creative likely to be effective?
    • How much should be focusing on brand building versus activation?

    To make your life easier, here’s a slide where I distilled optimal channel choice versus marketing strategy.

    Zero-Based Budgeting

    Where you see ticks, that’s when the marketing tool (PR, advertising etc) will do the most good.

    The Holmes Report and WARC have collaborated so that if you have a WARC subscription you can access award winning case studies and learn from campaigns that have solved similar problems to the ones that you face. None of the industry organisations or communications have distilled this kind of data down into a comms agency equivalent and Binet and Fields.

    Desk research

    • Videos – its amazing the insights you can pick up from observing YouTube videos
    • White papers – I have become a pack rat for these, I download everything and keep them on my machine because you never know when you might need it
    • Your own data bank. I have over 40,000 site links to content that I’ve found of use in the past. It’s where I go to before DuckDuckGo since I already know its of a certain quality. I use a social bookmarking tool called Pinboard

    Academia

    Both Scopus and Google Scholar have got great resources on social science based research. In addition, Wolfram Alpha is a really good sources of validated data points. The British Library can also be a treasure trove of content.

    Articles

    • Blog posts (like this one)
    • Free and paid resources for example: Apollo Research, Business Insider Research / Contagious / Datamonitor / D&B Hoovers / Ebiquity / Emarketer / Economist / EIU / Financial Times / Forrester Research / Gartner L2 / Global Web Index / IPA databank / Kantar / Lexis Nexis / Little Black Book / Mintel / Nielsen / Pew Research / Statista / WARC / YouGov
    • Management consultancies in particular McKinsey do a wide variety of research
    • Other planners (for instance here’s an article that I wrote about trends in the beauty sector)
    • Trade bodies (particularly good examples are the GSMA Intelligence and CES)

    Government statistics bodies

    • CIA World Handbook
    • EuroStat
    • Government national statistics offices (Wikipedia has a great category page that points you to the right countries and regions for these sources)
    • IMF
    • UN Statistics Division
    • World Bank
    • World Economic Forum

    Social listening data

    Social listening data needs to be used with a certain amount of caution. It is a measure of the level of discussions around a given subject but not the sum of them. Some of them are likely to happening in real world settings, many in ‘dark social’ – social interactions that tools can’t see.

    As a rule of thumb in European countries there tends to be less B2B social discussions going on than the US. For consumer brands there has been some good work done to show how social media listening attributions (volume, share of voice, sentiment etc) can approximate to brand tracking.

    Primary research

    This could be everything from:

    • Quantitative focused research: running a quick and dirty survey on Survey Monkey, a reputable omnibus survey provider like Dalia Research, Kelton Global or YouGov through to commissioning a piece of bespoke research
    • Qualitative research: eye tracking, focus groups, interviews, neurological scans to analysis response to stimulation, observational research, video diaries
    • Field trip: go out with sales people, meet clients, walk around stores and notice what people do, strike up conversations in stores or trade shows. The art of the flâneur is made for the planner

    More information

    Academia

    British Library – getting a reader pass

    Google Scholar

    Scopus (paywall)

    Wolfram Alpha

    Best Practice

    How Brands Grow What Marketers Don’t Know by Byron Sharp

    How Brands Grow: Part 2: Emerging Markets, Services, Durables, New and Luxury Brands by Jenni Romaniuk and Byron Sharp

    The Long & The Short of It: Balancing Short Term and Long Term Marketing Strategies by Les Binet and Peter Fields

    Other

    FT Graphics

    World Economic Forum reports

    Governmental organisations data

    CIA World Factbook

    Eurostat

    IMF Data

    UN Statistics Division

    Wikipedia category page on national statistical services