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初 | hygiene | 기본

Links of the day

Reading Time: 2 minutes

Don’t Blame Apple for Its Music Monopoly. Blame the Big Labels. | AllThingsD

Time to Get Your Game On With Zynga and Yahoo! | Yodel Anecdotal – interesting move that diversifies Zynga beyond Facebook

Lady Gaga’s Manager: We Make Music Videos For YouTube – YouTube killed the MTV star?

No Robots Allowed | Search Engine Journal – Great SEO basic tips

TelecomTV | Yahoo! CEO curses her way through announcement of strategic alliance with Nokia

Malcolm Barclay: “Expectations of mobile technology outweigh what’s possible” | Mobile Industry Review – pretty much the same with most technologies

Razorfish Releases 2010 Outlook Report – PSFK

Facebook’s Culture Problem May Be Fatal – Harvard Business Review – a bit dramatic in parts but really good points well made

80 UK tech journos you should be following on Twitter | stedavies.com

China’s Five-Star Infrastructure, Underused – Forbes.com – ready for greatness

Satirical BP Twitter account draws more followers than official BP America accounts

MySpace, Friendster Blew It: Why Facebook Rose to the Top – last man standing basically

Stop The Presses: ‘Sunset’ For Print In Five Years, FT Sees | paidContent

The reason Robbie Bach was fired | Asymco – interesting analysis on HP | Palm deal from a Microsoft perspective

German brands fall short on social media – Warc

Facebook sees mixed results in Asia – Warc – doing well in India, but badly in South Korea and Japan

Reporting Adverse Events in Social Media « ScienceRoll – Gordian knot in online pharma marketing

MediaPost Publications Analyst: Microsoft Ready To Reorg Big Time 05/26/2010 – getting the marketing right and improving online marketing strategies

Heyman Associates – Digital in corporate comms survey – interesting that a lack of expertise comes up

EETimes.com – Survey reveals EUV to be used for making chips in 2014

Yahoo Buys Indonesian Location-Based Social Network Koprol | paidContent – Foursquare on the cheap

Q&A: Gerd Leonhard on why social media beats search | Econsultancy – interesting interview with Gerd Leonard. What about social search?

Yahoo’s New Core Competency Seems to Be Outsourcing to Others

The Mongoliad – Neal Stephenson’s new work

Foxconn’s CEO speaks out against suicide, 11th employee dead – reasonably sane piece by John Biggs on the 11 suicides

Bartz: “Google Is 90% Search, That’s A Fact” – Except It’s Not – Google’s numbers are more diversified than search

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铭记 | branding | 브랜드 마케팅

Tongue-twisting brand extensions

Reading Time: < 1 minute

I was reading this morning about the launch of KitKat Chunky Caramel Duo by Nestlé. Whilst I am sure it fits in a brand hierarchy and had been focus-grouped to death. Did anybody think about what it would be like to pitch in? “Hi, my name is Ged,  I am calling on behalf of my client Nestlé, to invite you to the product launch of our latest chocolate bar; the KitKat Chunky Caramel Duo,” seriously try it out on your colleague and see how linguistically awkward it feels.

With confectionery, a lot of sales still go through independent retailers and in at least some of the retailers you would need to interact with member of staff to ask for what you want. I suspect that brand managers didn’t think of the shops (like off-licenses) I have been into in moodier areas where the consumer is screened from staff and goods by a perspex wall. I would expect these kind of names from technology company products: Microsoft Windows 7 Home Premium edition springs to mind as a great example, but I would expect better from an FMCG firm.

Archived from blog posts I wrote for PR Week

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在线 | online | 온라인으로 市场营销 | marketing | 마케팅 铭记 | branding | 브랜드 마케팅

Content and brand promise

Reading Time: 2 minutes

I have been having conversations over the past few months. with a number of people who talked about video as the panacea of social media, many of whom struck me as being driven by a televisual vision of the future a la Max Headroom, or that bit in Back To The Future were the 1950s Doc Brown sees a 1985-vintage JVC camcorder or “portable television studio” as he puts it and realises why they would need a movie-actor like Ronald Reagan as a president in the future. Text was derided as old hat and images have never had the degree of respect that they deserve.

My own view veers towards pragmatism. Video can be extremely powerful, especially in conveying emotion and telling a story.  However as with every other touch point for stakeholders I view socialised content as having an implicit brand promise for stakeholders.

When we speak to our bank or IT technical support we have a certain expectation about how long we will be kept listening to hold music before speaking to someone who can help. We will only tolerate a certain length of queue in a bank branch but will put up with a longer queue for a major sporting event or cool nightclub.

text versus audio versus video

We have similar expectations of socialised content in terms of its utility and or entertainment value. We can browse a magazine article or scroll through emails. If something grabs my eye I read it. Using RSS I surf almost 700 feeds for something of interest. It is harder to do this with audio files, but you can listen to them and do something else. I often do house chores whilst podcasts play in the background.

Video however is the most demanding of content. It demands my complete attention and time since the content by its nature is both immersive  and tricky to skip through to find interesting nuggets. Consequently, I have a higher expectation that the content on the video is sufficiently interesting or entertaining to keep me engaged.

A failure to provide me with a sufficiently engaging experience, not only leaves with an unfavourable feeling towards the video, but I also assign a negative mark against the brand that the content is from. This means that video content is a high risk, medium-to-high reward proposition.

Thinking about the appropriate medium for content requires asking the following questions:

  • Is there anything in the video which could not be done with audio?
  • Is there anything in the audio which would make it more interesting than in print or as a blog post?
  • Can the content be made more understandable, grasped more easily using an infographic rather than reams of explanatory text?

On the other hand you could get it very, very wrong.

A great example of this is Mr T ‘putting the T in IT’ for Hitachi Data Systems.