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市场营销 | marketing | 마케팅

Spin Sinners

Reading Time: < 1 minute

The New Yorker magazine has a interesting article on how the debate surrounding the lacklustre DeVinci Code film is being managed on behalf of Sony Pictures in the US, by a specialist PR agency who has managed corral the debate on to a specially-designed website that sounds like a parody of participation media.The employment of a reputation management agency is an interesting one for promoting a new product; usually employed by brand leaders who naturally attract attacks for being the most visible organisation in their sector like a lightning rod on a church steeple.

The article claims that Sony Pictures desperately needed a success at pretty much any cost since it has had a poor success rate in turning out blockbusters over the past few years.

Anyway, interesting reading here: Hollywood Heresy by Peter J Boyer.

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商业 | business | 상업

A nail in the coffin of eBay

Reading Time: < 1 minute


There is a link going around at the moment, I received from both HolyMoly and B3Ta newsletters regarding an allegedly missold laptop on eBay.

The purchaser took retribution by posting the previous owners personal information on the blog including his email address, family pictures, terrorist attack pictures, a doctored passport scan and an alleged fetish for gay and hosiery pornography presumably obtained from the browser cache on the machine.Whilst immensely funny, the blog illustrates all thats bad about eBay, something that this weeks announcement of a partnership with Yahoo! will do little resolve. Its the online equivalent to the wild west and it is starting to have a trust deficit, despite its free markets are self regulating creed.

Categories
市场营销 | marketing | 마케팅

Raiding the Radar

Reading Time: 2 minutes

I had originally surfed over to the O’Reilly Radar blog to find out how they were handling the controversy over the Web 2.0 service mark dispute with IT@Cork.The dispute seemed to be out of character for O’Reilly Media and was in danger of alienating some of their customers even if they hadn’t heard of IT@Cork before.

I had a little bit of dealing with IT@Cork which organises small grass roots quality events for local IT managers, and given their profile which I considered wouldn’t be sufficiently worthwhile for the spokespeople I played gatekeeper for.

This was down to scarce resources (time and people), when I looked at factors like:

  • The amount of time required to attend
  • Diary schedules
  • Direct relationship between the audience and the business

So hardly a threat to the O’Reilly/CMP Events combination.I have also dealt with Josette Garcia, the PR manager at O’Reilly UK, so I knew how out of character the whole dispute was.

Thankfully common sense prevailed, but it will take a little while for stain on O’Reilly’s reputation to fade away as the media will not be covering the amicable settlement with as much ink (or pixels) as the original dispute.

While I was over there, however I found a couple of interesting postings:

Where 2.0 (the integration of geographic data and the web) has started to gather more and more heat around it, facilitated by work like Dan Catt‘s geo-tagging efforts at flickr, the proliferation of GPS-enabled handheld devices and open API systemic in the best web 2.0 enterprises.

In truth you could claim that Where 2.0 is already with us, based on tracking applications online by FedEx, UPS et al.

Geocaching
has already become a sport amongst geeks, part real-world adventure game and GPS orienteering exercise. The pastime was homebrew entertainment. Well Microsoft who turned homebrew software into the commercial PC software industry we know today with an open letter to hobbyists on software piracy in the Homebrew Computer Club newsletter; has managed to turn the geocaching meme, mash it with a hen party‘s ‘taking photos of people doing tasks’ theme and mould it into a commercial product with Pixie Hunt. You may also want to have a look at the Go Game and Caterpillar Mobile ;-)

Ok, question time, with gadget data exportable to the web including location, weight change and mileage; where does privacy come in?

The Radar team also blogged about how Disney is using virtual worlds to sell its theme parks, the bit that really got me was that kids are arriving at the theme parks knowing their away around. Simulation technology once developed for training pilots and soldiers is training kids to have fun, which made me feel uneasy. It is interesting how the line between the real and digital world is blurring in both these examples; which is where I think the real power lies.