january 2008

I can remember how excited I was when I received my very first link to this blog. It was as if I had made a new friend on the other side of the planet. And I know that many others continue to feel this excitement -- the joy of connection, a meeting of minds or a discussion in the offing.

So today I was excited to see a link from the very clever Mark Hancock (who has exceptional taste in guitars) nominating me as a "thinking blogger". He says some very kind words and makes me sound way smarter than I really am. But now, as a thinking blogger, I am now entitled to nominate five bloggers who drive me crazy with their powerful minds make me think.

The way it works apparently is as follows:

1. If, and only if, you get tagged, write a post with links to 5 blogs that make you think
2. Link to this post so that people can easily find the exact origin of the meme
3. Optional: Proudly display the ‘Thinking Blogger Award’ with a link to the post that you wrote

So, my nominations go to:

• Leigh Himel -- Must have a brain the size of the ecosystems that she writes about. Even a cursory glance can humble.
• Robyn McMaster -- Goes deep into the brain to explain how logic and emotion works works scientifically. Take a look at what she says about the colour of your blog!
• Jen Stumbles -- If you need a dose of insight then you can't go past the Innovation Feeder.
• Tim Longhurst -- Because those good looks and long eyelashes dazzle you while his brain run rings around your ideas.
• Darren Herman -- Because he sent me a link to his blog today and I found this great post on the Expectation Economy -- right when I wasn't expecting it.

I can remember how excited I was when I received my very first link to this blog. It was as if I had made a new friend on the other side of the planet. And I know that many others continue to feel this excitement -- the joy of connection, a meeting of minds or a discussion in the offing.

So today I was excited to see a link from the very clever Mark Hancock (who has exceptional taste in guitars) nominating me as a "thinking blogger". He says some very kind words and makes me sound way smarter than I really am. But now, as a thinking blogger, I am now entitled to nominate five bloggers who drive me crazy with their powerful minds make me think.

The way it works apparently is as follows:

1. If, and only if, you get tagged, write a post with links to 5 blogs that make you think
2. Link to this post so that people can easily find the exact origin of the meme
3. Optional: Proudly display the ‘Thinking Blogger Award’ with a link to the post that you wrote

So, my nominations go to:

• Leigh Himel -- Must have a brain the size of the ecosystems that she writes about. Even a cursory glance can humble.
• Robyn McMaster -- Goes deep into the brain to explain how logic and emotion works works scientifically. Take a look at what she says about the colour of your blog!
• Jen Stumbles -- If you need a dose of insight then you can't go past the Innovation Feeder.
• Tim Longhurst -- Because those good looks and long eyelashes dazzle you while his brain run rings around your ideas.
• Darren Herman -- Because he sent me a link to his blog today and I found this great post on the Expectation Economy -- right when I wasn't expecting it.

Innovation Feeder). There are obvious design similarities here (I believe the IA folks from Tokyo were inspired by Ross' efforts last year), but this map has a different focus. It is more to do with the brands behind the trends, with the trends variously appearing as place names or features.

And one thing I do like is that this is in Beta. That's right, if you feel that something is missing, you can submit a site for inclusion. I can't guarantee that your nomination will get in, but there are some big players and some emerging trend makers that seem to be missing. Is there someone or some site you feel deserves a spot?

Innovation Feeder). There are obvious design similarities here (I believe the IA folks from Tokyo were inspired by Ross' efforts last year), but this map has a different focus. It is more to do with the brands behind the trends, with the trends variously appearing as place names or features.

And one thing I do like is that this is in Beta. That's right, if you feel that something is missing, you can submit a site for inclusion. I can't guarantee that your nomination will get in, but there are some big players and some emerging trend makers that seem to be missing. Is there someone or some site you feel deserves a spot?

SP-Studio allows you to create your very own South Park-style avatar. You can choose a whole range of clothing, style and expression options so that your avatar looks just like you. See the resemblance here? OK this is more Servant of Chaos meets Buffy the Vampire Slayer ... but at least I got the bags under my eyes right!

Via Shop Dog Diaries.

SP-Studio allows you to create your very own South Park-style avatar. You can choose a whole range of clothing, style and expression options so that your avatar looks just like you. See the resemblance here? OK this is more Servant of Chaos meets Buffy the Vampire Slayer ... but at least I got the bags under my eyes right!

Via Shop Dog Diaries.

It has been a long time between drinks, but Paul McEnany promises to return with more ideas, analysis and cursing in the very near future. In the meantime, he leaves us with this gem. It is even G-rated.

It has been a long time between drinks, but Paul McEnany promises to return with more ideas, analysis and cursing in the very near future. In the meantime, he leaves us with this gem. It is even G-rated.

Yesterday's post on Influentials generated some great comments and got me thinking (yet again) ... and this is where it is going ...

Process Over TargetingIn building your marketing/digtial strategy and beginning to execute, the challenge is not in the targeting, but in establishing a transmissable message. It is about creating a flow between participants in the conversation about your brand. As David Reich says, "... if Watts is right about the randomness of who the influentials are, then it's difficult to accurately target them". This means that focusing on process rather than targeting will allow you to capitalise on network/word of mouth effects as they occur. It makes your message RESILIENT.

Conversation Affects the NetworkMike Arauz raises an interesting point. What happens to the entire network as conversation takes hold? I have no data to back this up, but I have a feeling that by activating the network of weak links that the network itself becomes more susceptible to the trend. This is almost the reverse of a network of influence ... it is bottom up. With her interest and expertise in network dynamics, I would love to know what Leigh makes of this idea.

The Curious Are the New InfluentialsAgain, no data on this, but contagion, or idea spreading (or as Seth Godin would say, "the ideavirus") seems to occur not with the influencers, but with the curious. That is, those individuals who are interested in "things", who seek out, who suspend judgement and criticism -- it is "the curious" who are responsible for sparking trends and initiating their broad acceptance. Take a look at this great clip featuring Seth Godin -- five minutes of insight thanks to Mark Hancock.

Where does curiosity come from? "Perhaps somewhere beyond my cleverness". I wish I wrote that!

Update: Seth Godin chimes in on Duncan Watts' article.

Yesterday's post on Influentials generated some great comments and got me thinking (yet again) ... and this is where it is going ...

Process Over TargetingIn building your marketing/digtial strategy and beginning to execute, the challenge is not in the targeting, but in establishing a transmissable message. It is about creating a flow between participants in the conversation about your brand. As David Reich says, "... if Watts is right about the randomness of who the influentials are, then it's difficult to accurately target them". This means that focusing on process rather than targeting will allow you to capitalise on network/word of mouth effects as they occur. It makes your message RESILIENT.

Conversation Affects the NetworkMike Arauz raises an interesting point. What happens to the entire network as conversation takes hold? I have no data to back this up, but I have a feeling that by activating the network of weak links that the network itself becomes more susceptible to the trend. This is almost the reverse of a network of influence ... it is bottom up. With her interest and expertise in network dynamics, I would love to know what Leigh makes of this idea.

The Curious Are the New InfluentialsAgain, no data on this, but contagion, or idea spreading (or as Seth Godin would say, "the ideavirus") seems to occur not with the influencers, but with the curious. That is, those individuals who are interested in "things", who seek out, who suspend judgement and criticism -- it is "the curious" who are responsible for sparking trends and initiating their broad acceptance. Take a look at this great clip featuring Seth Godin -- five minutes of insight thanks to Mark Hancock.

Where does curiosity come from? "Perhaps somewhere beyond my cleverness". I wish I wrote that!

Update: Seth Godin chimes in on Duncan Watts' article.

great post by Noah Brier drills down into the concepts even further.

Basically, Watts and Dodds are challenging the notion that influentials ("a minority of individuals who influence an exceptional number of their peers") are important to the formation of public opinion. This flies in the face of accepted marketing theory and the popularity of The Tipping Point. It also challenges the notion that marketers have of influence -- and the way in which this notion of influence makes our lives easier. After all, it helps us target our messaging, our communication and our schmoozing efforts. This is why we dream of influence -- it is aspirational. As marketers we like to feel that we have a finger on the pulse of society ... but what happens when that pulse flatlines -- or simply proves to be a phantom?

Late last year I wrote about the strength of weak ties. This fascinates me. The findings of Mark Granovetter's research into social networks demonstrated that it is the WEAK ties that lead to action. If this is the case, then influence may only play an important role in the very early stages of branding efforts -- to facilitate AWARENESS. But as consumers begin to engage with the brand messaging and various forms of communication, it appears that the power of the social network lies not in the level of influence of any select group but in the susceptibility of the audience to contagion.

Why is this relevant? Because on some level, our role as marketers, strategists or activists is not simply to raise awareness. Our job is to change the way that people think, or act -- we want to prompt a change in perception or in behaviour. As marketers then, perhaps our best efforts -- and probably our strongest DIGITAL STRATEGY lies in activating the weak links and leaving influence to the mass/traditional media (or to those bloggers who have mass audiences).

It is the democracy of action that drives much of my interest in social media ... take a look at what is hot on YouTube or on Technorati. Think about BSP and the way in which a number of people "suddenly" begin writing on a similar topic. It is not the "influentials" who are going to instigate a new trend ... they are merely documenting its early rise out of a network of weak links. So while my heart tells me that influencers are important, my head is telling me to go for the gold -- and that seems to be quite a turnaround. Now ... if only I could model it! 

great post by Noah Brier drills down into the concepts even further.

Basically, Watts and Dodds are challenging the notion that influentials ("a minority of individuals who influence an exceptional number of their peers") are important to the formation of public opinion. This flies in the face of accepted marketing theory and the popularity of The Tipping Point. It also challenges the notion that marketers have of influence -- and the way in which this notion of influence makes our lives easier. After all, it helps us target our messaging, our communication and our schmoozing efforts. This is why we dream of influence -- it is aspirational. As marketers we like to feel that we have a finger on the pulse of society ... but what happens when that pulse flatlines -- or simply proves to be a phantom?

Late last year I wrote about the strength of weak ties. This fascinates me. The findings of Mark Granovetter's research into social networks demonstrated that it is the WEAK ties that lead to action. If this is the case, then influence may only play an important role in the very early stages of branding efforts -- to facilitate AWARENESS. But as consumers begin to engage with the brand messaging and various forms of communication, it appears that the power of the social network lies not in the level of influence of any select group but in the susceptibility of the audience to contagion.

Why is this relevant? Because on some level, our role as marketers, strategists or activists is not simply to raise awareness. Our job is to change the way that people think, or act -- we want to prompt a change in perception or in behaviour. As marketers then, perhaps our best efforts -- and probably our strongest DIGITAL STRATEGY lies in activating the weak links and leaving influence to the mass/traditional media (or to those bloggers who have mass audiences).

It is the democracy of action that drives much of my interest in social media ... take a look at what is hot on YouTube or on Technorati. Think about BSP and the way in which a number of people "suddenly" begin writing on a similar topic. It is not the "influentials" who are going to instigate a new trend ... they are merely documenting its early rise out of a network of weak links. So while my heart tells me that influencers are important, my head is telling me to go for the gold -- and that seems to be quite a turnaround. Now ... if only I could model it! 

From the outside, the "blogosphere" is a weird, anarchic and slightly self-obsessed world. With over 70 million blogs and countless thousands starting up each day, it is little wonder that most brand managers, marketing directors and CEOs have no idea where to start.

But have you thought about it? Who are these people who write blogs? And how would you respond if a "blogger" contacted you? Do you have a strategy? A policy? Any idea?

Here is how one leading brand responded to an inquiry about their latest ad campaign:

“Unfortunately we are unable to respond to your inquiry because [we do not] ... participate with nontraditional media outlets. This practice is in place to allow us to focus on publications that reach our core guest".

Can you guess which brand this is? Have you heard about it already?

To my surprise, this was the response that was sent by Target to Amy Jussel, Executive Director of Shaping Youth. Amy had written to Target protesting about the depiction on their latest billboard -- they are, after all, a family brand and one which should have an affinity with organisations such as Shaping Youth. Indeed, Target's "values" include the following statement:

From national partnerships to local initiatives to our own programs, Target is committed to making our communities better places to live.

This story has now been picked up by the New York Times ... and has spread like wildfire. And while the focus of discussion by NYT has been around whether brands should treat bloggers the same as traditional media outlets, there are other things to consider. Amy is not your average blogger -- she runs a professional and high profile not-for-profit organisation. She is a parent and she is a regular patron of Target. Before this episode, there was clear a affinity between Amy, Shaping Youth and the Target brand. But the actions (or non-actions) of one of Target's employees (or PR team) has had an amplified reaction. What could have been done better. Let's take a look:

• Keep it real: Clearly Target has a digital/social media strategy of some sort. They have done some high profile work with Facebook and have amassed over 20,000 members to their group -- so clearly the response was not completely honest.
• Quick research: In the time it takes to send a form response to an inquiry, you can easily do a search on the domain, the blog or the profile of the person writing in. In Amy's case, Shaping Youth clearly appears at the top of a Google search with the following description -- "Shaping Youth is a consortium of media and marketing professionals concerned about harmful media messages to children". A moment's research can help guide your response.
• Blog it for free: Time and time again, companies ask whether they should blog or not. Clearly a consumer brand could actively use a blog to engage, converse and discuss a range of topics. A blog would ...

From the outside, the "blogosphere" is a weird, anarchic and slightly self-obsessed world. With over 70 million blogs and countless thousands starting up each day, it is little wonder that most brand managers, marketing directors and CEOs have no idea where to start.

But have you thought about it? Who are these people who write blogs? And how would you respond if a "blogger" contacted you? Do you have a strategy? A policy? Any idea?

Here is how one leading brand responded to an inquiry about their latest ad campaign:

“Unfortunately we are unable to respond to your inquiry because [we do not] ... participate with nontraditional media outlets. This practice is in place to allow us to focus on publications that reach our core guest".

Can you guess which brand this is? Have you heard about it already?

To my surprise, this was the response that was sent by Target to Amy Jussel, Executive Director of Shaping Youth. Amy had written to Target protesting about the depiction on their latest billboard -- they are, after all, a family brand and one which should have an affinity with organisations such as Shaping Youth. Indeed, Target's "values" include the following statement:

From national partnerships to local initiatives to our own programs, Target is committed to making our communities better places to live.

This story has now been picked up by the New York Times ... and has spread like wildfire. And while the focus of discussion by NYT has been around whether brands should treat bloggers the same as traditional media outlets, there are other things to consider. Amy is not your average blogger -- she runs a professional and high profile not-for-profit organisation. She is a parent and she is a regular patron of Target. Before this episode, there was clear a affinity between Amy, Shaping Youth and the Target brand. But the actions (or non-actions) of one of Target's employees (or PR team) has had an amplified reaction. What could have been done better. Let's take a look:

• Keep it real: Clearly Target has a digital/social media strategy of some sort. They have done some high profile work with Facebook and have amassed over 20,000 members to their group -- so clearly the response was not completely honest.
• Quick research: In the time it takes to send a form response to an inquiry, you can easily do a search on the domain, the blog or the profile of the person writing in. In Amy's case, Shaping Youth clearly appears at the top of a Google search with the following description -- "Shaping Youth is a consortium of media and marketing professionals concerned about harmful media messages to children". A moment's research can help guide your response.
• Blog it for free: Time and time again, companies ask whether they should blog or not. Clearly a consumer brand could actively use a blog to engage, converse and discuss a range of topics. A blog would ...

JucaFii

When I first started blogging I remember reading about blog carnivals -- those group writing projects based on a set topic. Carnivals are hosted by an organiser, with contributors from all over the world submitting an overview and a URL to their post. They are a great way of discovering new blogs, interesting topics and writers who share your same passions. In many ways, The Age of Conversation book was a type of carnival.

Because carnivals are focused around a topic, they draw writers across a range of categories. This allows participating writers to be introduced to a readership that is outside of their normal stomping ground. This is important as it allows you to be influenced by ideas outside of your own sphere of influence but also opens the door for you to grow your readership.

For example, when I participated in a carnival a long time ago, I met Julia Dorofeeva who writes a dating blog. At first I couldn't see the connection, but Julia's thoughtful comments and analysis soon changed that.

So, how do you get started with carnivals? Sue Bride has a great post listing all the blog carnivals that you can participate in. If you are new to blogging, or want to immerse yourself in a whole new world of content, check out Sue's list and get writing.

JucaFii

When I first started blogging I remember reading about blog carnivals -- those group writing projects based on a set topic. Carnivals are hosted by an organiser, with contributors from all over the world submitting an overview and a URL to their post. They are a great way of discovering new blogs, interesting topics and writers who share your same passions. In many ways, The Age of Conversation book was a type of carnival.

Because carnivals are focused around a topic, they draw writers across a range of categories. This allows participating writers to be introduced to a readership that is outside of their normal stomping ground. This is important as it allows you to be influenced by ideas outside of your own sphere of influence but also opens the door for you to grow your readership.

For example, when I participated in a carnival a long time ago, I met Julia Dorofeeva who writes a dating blog. At first I couldn't see the connection, but Julia's thoughtful comments and analysis soon changed that.

So, how do you get started with carnivals? Sue Bride has a great post listing all the blog carnivals that you can participate in. If you are new to blogging, or want to immerse yourself in a whole new world of content, check out Sue's list and get writing.

cakespy

There are some bloggers that continuously amaze me with their content, thinking and energy. Just when I think that I cannot write anything more or spend any more time writing (most of my blogging is done late at night), I will find some piece of inspiration that gets my brain ticking over and my fingers tap, tap tapping.

Inspired by this post by Kris Hoet, my nominations are:

Meg Tsiamis -- not only does she run her own blog and the Top 100 List of Australian Blogs, Meg also runs her own business, looks after her family and is one of the driving forces behind the Aussie Bloggers Forum.

TempAdventure -- Jen's blog is an explosion of ideas and analysis. If you are in need of a tasty snack, the Innovation Feeder is your perfect destination.

The Kaiser -- if you have not visited Marcus' site, then you are missing out on one of the most creative voices in the blogosphere. Through his personas, Marcus takes us on a whirlwind journey of the digital landscape, showing us its humour, bleakness and possibility. Never afraid of an argument, this is strategy+execution at its best.

Mack Collier -- another who never stops delivering the spark of imagination, "Mr Community" keeps many of us on the straight and narrow. Want a balanced view of your blog? Want some insight into the social media impact of a campaign? Mack always seems to be able to articulate what many of us think, but can't quite express in words. Oh, and he created and maintains the benchmark by which all other marketing blog ranking lists measure themselves.

Who's Next?Feel free to join in this meme or leave a comment. Who are YOU amazed by? I always love finding a new blog or two!

printzerostudios

Neil Perkin tagged my on this interesting meme -- which asks us to look at our media consumption over the past week. So, let's take a look at what I ate, drank and osmosed over the last week:

BooksI have been snack-reading a number of books for the last month or so. I am previewing Michael Port's new book which is good so far (but I am yet to get into the meat). I have John Grant's Brand Innovation Manifesto by my desk and I am now searching around for a new novel to read (though I am on a Ned Kelly kick at the moment so I may go back and re-read Peter Carey's brilliant story.

Like Asi I have been digesting a lot of excellent blogging via a feed reader yet feeling like I am missing out on the main meal. There is nothing like context to make you feel more satisfied.

TV/videoLast night I saw Stardust which I loved -- especially de Niro's astonishingly flamboyant pirate captain. And if you are in the mood for some great Australian drama with a twist, check out Clubland. Top stuff from a great cast.

On TV, I am watching Jam & Jerusalem and The Bill and anxiously awaiting the end of the summer go-slow.

MusicI am loving Missy Higgins' new album and Miss Connie 's awesome vocals for the Sneaky Sound System. You can check out my other musical tastes and interests here.

Next UpNext up on this meme, I tag the Hostess with the Mostest, CK, Stan (though I don't know if he participates in memes), Jayne, Sharon, Diana and Jen. Looking forward to it!

It has taken me almost a month to bring back the Friday Folly ... but here is the first for 2008. This one is from the ever vigilant Stanley Johnson. As Stan says, "What I don't know is who comes up with ads like this. And why". Good question.

servantofchaos

I love the way David Armano translates concepts into visuals. I am envious. It seems effortless (which is a sure sign of mastery).

I, on the other hand, have little to no visual skill. Well I can do composition and layout, but not design. Not like a real designer. In my last job I would often be working on a whiteboard discussing the features of functions of a website and begin drawing what I was thinking only to have one of my team stand up, remove the marker from my hand and begin to visually translate for me (yeah I am that bad).

My tool of choice is words. Storytelling. But after years as a consultant, I also like diagrams. I like flows. I like to map abstract ideas. It is also partly why I am fascinated by the concept of "innovation" -- how do you turn the abstract into something intangible into a real business outcome (hmm ... sounds a lot like branding now that I think on it).

That's why, when I saw this Periodic Table of Visualization Methods over at the fabulous and insightful Innovation Feeder blog, I gasped out loud. Not only can you use this as a resource to help you work through an idea, build a process or pull together random elements, this interactive table also gives you popup examples and descriptions. Awesome. I am sure Katie will like this.

bubbo-tubbo

Over the past few months Valeria Maltoni, the Conversation Agent, has been on fire. She has written scores of long form, well thought-out and clearly articulated blog posts that offer genuine analysis and raise challenging questions. Just start here and work your way through the last few weeks to see what I mean.

But this post, on the measurement of influence, in particular, got me thinking ... and judging by the number of comments, it seemed to do the same for many others. Valeria weaves together commentary on this Edelman whitepaper via Steve Rubel (which looks at quantifying the impact of social media) and the results of a study that she participated in. It is quite an involved analysis and well worth a read. What seems to be bourne out of the Valeria's analysis is that  "influencers" have a smaller impact on a social network than we might have first thought. This seems to me, to ring true. After all, the very nature of "influence" depends on a level of relationship ... and the very fact that a relationship exists within a network will have a bearing on the manner in which the network functions.

On top of this, I was reminded of this post that I wrote a while ago on the strength of weak ties. In fact, Herb Sawyer mentioned the same concept in the comments. This basically bears out the same conclusion, but from a different perspective. It shows that the likelihood of someone taking ACTION (ie becoming a participant in a brand interaction is higher when there is a relatively weak link in the network of connections. This analysis would, in part, explain the huge valuation of Facebook ... where many people are connected not through strong communities but loose and tenuous opt-in groupings.

Measurement will continue to be a hot topic until someone is able to crack the nut of influence. Until that time, we will have to rely upon the blunt instruments at our disposal.

Alfredo Grandjean

OK ... that may be over-stating it ... but I am approaching a milestone with this blog. That's right, a cause for celebration ... a time to make hay, shake things up a little.

I am a few comments short of 2000 -- and the person who makes the 2000th comment gets the chance to write a guest blog post here. I don't even really mind what the topic is (it certainly seems that my readers cover a wide variety of topics -- not all related to branding/marketing or even storytelling).

So, if there is a post that takes your fancy and you haven't had your say as yet, please step up and offer your insight. I wait with baited breath.

As I keep a fairly close eye on incoming web links, referrals and so on, I am always surprised when I find myself mentioned on an unknown website. Even more so when I find that I am on a list ... after all one of the purposes of a list is to let participants know that they are on it.

It took the digitally ambidextrous Greg Verdino  to point me in the right direction of Junta42 -- a publisher with yet another Top Marketing Blogs list. The Junta42 list is, however, slightly different from many of the others -- the focus is on "content marketers". (This is something bound to make Marcus happy -- and I have already submitted Content Will Kill Your Agency.) This means that they are looking at:

... relevant and valuable content [that will] attract, acquire, and engage a clearly defined and understood target audience - with the objective of driving profitable customer action.

This list also has a difference -- you can vote up your favourite sites and articles a la Digg. I don't actually make the top 42 -- I am languishing down at #66 -- but there are quite a few sites that I have never seen before -- so that makes Junta42 a good place to hang out for some marketing blog goodness. It will be interesting to see if Junta42 gets traction.

Howie_Berlin

This morning I was shocked to see the announcement that Heath Ledger is dead. I used to like seeing photos of Heath taking his kids for a walk or out to the shops. I am sure this will be a devastating time for his family and friends.

The fact that I found this out on Twitter marks another interesting twist in the relationship between digitial/web 2.0 media and the mainstream media. As soon as I saw the message from Alisa Leonard, the first thing I did was search for another report. I searched on Google. Nothing. Then I went to the Sydney Morning Herald website -- and found this. Five minutes later and the story was all over Google News. It appears that despite our wide adoption of "new" media, we rely on the authority of the "old".

As news breaks, the ripple effect flows from a single point across the network of influencers, listeners, contacts and family. It starts with an individual, fans out through the web across social networks and then transforms into individual messages taken in and absorbed by people thousands of kilometres apart. But not all messages do this. Only those that hit us emotionally ... good news, bad news and acts of outrage.

But this is one piece of news that I am sad to hear. And one I am sorry to find out, is true.