Monthly Archives: March 2009

The “Hamburger Helper” Of All Marketing…Thank You Chris Brogan!

Written by: Digitally Approved
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Great blog entry that sums up the entire digital communication general strategy to success.

“Five Trigger Points where you can deploy social media as part of a larger unified strategy to help improve your marketing efforts.”

1. Awareness

2. Attention

3. Engagement

4. Execution

5. Extension

The Hamburger Helper reference is genius — traditional marketing vehicles will always be the meat, but the meal is a hell of a lot better seasoned with spices and cheese.

And to take it a step further, most people will get sick of plain old ground beef if it’s served all the time.

Ok, now I’m hungry

Know Who You’re Listening To

Written by: Digitally Approved
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Last week I read a tweet via digerati member Reg Saddler that made me more than a little bummed at the state of the Twittershpere. He was pointing to Twitter Grader’s ranking of the “Twitter Elite“.  It wasn’t so disappointing to see the top 5 or 10 positions filled by social media gurus but to see nearly all 100 of them was frightening. Let’s get a little diversity tweeple. Just throw in the dog whisperer and I’ll be happy.

It just highlights for me that despite its growth in the past year, Twitter is still dominated by we marketers — and that so much of what we, well excuse me, what I  get excited about and obsessed with is tied to such a small group of people talking to themselves instead of the people they want to most understand.

This was essentially confirmed for me by the following AdAge article published earlier today. It’s one of the most interesting articles on our industry I’ve read in the past month. I, like Abbey Klaassen, don’t think it’s a problem to be so involved in the Twittersphere — so long as you can see the forest for the trees.

Please go read up and come back and post your thoughts. I’ll be playing on Facebook. You can reach me there along with most of the general populace.

Larry’s Roundup

Written by: Larry Weintraub
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5 things that caught my eye:

SuperNews! Twouble with Twitters Cartoon – http://current.com/items/89891774/supernews_twouble_with_twitters.htm

Audio from Tony Hsieh’s Presentation at SXSW – http://audio.sxsw.com/2009/podcasts/D2%20SXSW_PODCASTS/031409_PM1_BallA_OpeningRemarks_Simul.mp3

AT&T Brings Mobile to Coachella and Concerts – http://www.mobilemarketer.com/cms/news/carrier-networks/2921.html

Are Celebrities Really Twittering? – http://www.nytimes.com/2009/03/27/technology/internet/27twitter.html?_r=1

Dad Botches Line From Princess Bride – http://www.theonion.com/content/news_briefs/area_dad_botches_princess?utm_source=b-section

Where’s Your Tweetbook?

Written by: Digitally Approved
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As if the rising popularity of Twitter isn’t enough, the World’s First Tweetbook has just been created! James Bridle, a design and marketing consultant decided to create a traditional diary/journal based strictly on his tweets from the past two years. This self-published book is not for general release, however you can check out his methodology and the layout behind it at Booktwo.org. What’s next?

User-Generated Ad Contests: What’s The Real Goal?

Written by: Christy Wise
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AdAge posted the news about yet another User-Generated-Ad Contest sponsored this time by not one but several brands. Most notably, Doritos, Visa, Kodak, HP, and Marriott, are all launching a competition with the hopes of getting brand loyalists to help them form new creative concepts. In theory, this is a great idea. Giving consumer’s access to a brand along with some control over how products are positioned is primarily what major corporations should be doing. With so many companies being afraid of negative feedback, this appears to be a step in the right direction.

doritos

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Marketers Moving To Social Media…Well Duh!

Written by: Digitally Approved
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As the economy declines, budgets get cut and consumers buy less, its good to see that marketers are exploring their options to get the most ‘bang for the buck’ for their clients. I think everyone here at Fanscape could read this article and say, “I told you so”.

BUT it is always nice when an outside, reputable news source points out that what we’ve been doing for over a decade makes the most sense in terms of money and effectiveness.

Jump As Quickly At Opportunities As You Do To Conclusions

Written by: Melissa Taylor
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Last week I watched parts of Obama’s town hall meeting in Orange County, CA (by the way, a friend’s Facebook status at the time was: ”I’m currently looking at Air Force One”, how killer is that?).

There was a moment during the meeting when Obama addressed the AIG bonus debacle and said the words, “Listen, I’ll take responsibility; I’m the president” to which the room erupted into… applause?

That’s right. Applause. Why? It’s not that people are excited about the fact that a bunch of fat cats are getting huge bonuses – that is for certain. No one is sitting there going, “Great job, Obama. You did amazing work on this one. We love how much of our money your administration squanders on rich people that screwed us in the first place.” No. People are PISSED. And they should be. So what to do?

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Larry’s Roundup

Written by: Larry Weintraub
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Four things that got my attention this week:

Gene Simmons vs. Bob Lefsetz

Razorfish digital outlook report
http://digitaloutlook.razorfish.com/publication/?i=13617

John Stewart vs. Jim Cramer unedited
Part 1: http://www.comedycentral.com/videos/index.jhtml?collectionId=221532

Part 2: http://www.thedailyshow.com/video/index.jhtml?videoId=221517&title=jim-cramer-unedited-interview

Part 3: http://www.thedailyshow.com/video/index.jhtml?videoId=221518&title=jim-cramer-unedited-interview

Jeff Zucker interviewed by Business Week on state of NBC Universal
http://feedroom.businessweek.com/?fr_story=0fe20bd096773043ac2ccae3589f34b3efc98860

Selling Girl Scout Cookies Online

Written by: Allie Wester
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The other day I read an article about little Wild Freeborn, a girl scout who utilized online methods to sell Girl Scout cookies. With a goal of selling 12,000 boxes of cookies, Wild created a YouTube video with a cute sales pitch and had her dad help set up an online ordering system. Great idea, right? Yes, but due to the competitive nature of cookie selling, Wild’s approach was deemed an unfair advantage. After she sold 1,000 boxes of cookies, Wild was forced to dismantle her online ordering system. It’s interesting to note that Wild’s online ordering form was more of a request form. You couldn’t pay online – that had to be done when Wild delivered the cookies to you.

When I first read this article, I wished Wild lived in my neighborhood. It’s no wonder Wild sold so many cookies – if there was a little girl utilizing online efforts in my neighborhood, I’d be online and ordering Samoas in no time. Online ordering is so much easier than staking out Girl Scout stands at grocery stores and Wal-Marts. Who has time for that?

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Is Facebook The New Equalizer?

Written by: Digitally Approved
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We all remember high school, right? The defined social boundaries, the cliques…even if you were “friends with everyone” like me. You still know what I’m talking about. We’ve all seen “Heathers” and “Mean Girls” — and enjoyed them. Most of the reason these movies are hilarious is that they are pretty much true. In high school, not much is more important than the self-imposed social rankings.

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