Modern Marketing - Blog by Collaborate PR & Marketing

Superbowl & YouTube Drive CGM

The American Superbowl (the US equivalent of the FA Cup Final and therefore one gazillion times more spangly) is traditionally the world's biggest advertising fest.  Each year, brands try to outspend other to win the word-of-mouth effect created by the globe's largest water cooler.  This year's audience is expected to top 90 million.  So the fact that three of this year's mega-brand spots (Doritos, Alka-Seltzer,Chevy) will feature amateur produced content can be seen as some sort of tipping point for the development of consumer generated media.  However, the really big event for the growth of CGM could be an announcement made at this year's Davos by YouTube founder Chad Hurley.  In this video, recorded by blogosphere godfather Jeff Jarvis, Hurley starts by explaining how the company is going to let Hollywood track material on the mega-portal.  Then in what sounds like an afterthought, he says that YT is, "definitely going to be moving in the direction", of sharing revenue with users - a la Revver.  Despite the low-key tone, this could have far-reaching consequences as a global marketplace is created for all video content.  Pete Blackshaw has an excellent analysis here but suffice to say if that if a video such as this can rack up 2.7 million views the competition for the resulting cash will be incredible.  As Pete says, think e-Bay for video.   

Fail Like Crazy

Writing in the HBS Breakthrough Ideas for 2007, Clay Shirky argues that distributed networks make failure a much less costly business - thereby allowing experimentation to flourish. "The institutional barrier between thought and action—the need to convince someone that your idea is worth giving a whirl—doesn’t exist. The low cost of trying means that participants can fail like crazy as they continue to build on their successes."  While this represents a bit of a conundrum for corporations who can't really join the fun, "smart managers will look for way to take advantage of this broadly distributed efforts".  Weinberger is also in there spinning his magic on the subject of, “accountabalism - the practice of eating sacrificial victims in an attempt to magically ward off evil."  Both will ring true with modern marketeers everywhere.

MySpace - Inside & Outside

If anyone doubts the power of Metcalfe's often-quoted law they should check out this fascinating, just-techy-enough, account (via Memex) of how the MySpace web architecture grew from a small set-up (Coldfusion on Windows, with a single Microsoft SQL server as a database) to a system that, 'is pushing Microsoft's Web technologies into territory that only Microsoft itself has begun to explore' - in about two years.  I thought this quote sums it up nicely: "The seventh 1 million-account database MySpace brought online wound up being filled in just seven days, largely because of the efforts of one Florida band that was particularly aggressive in urging fans to sign up." Meanwhile the supersonic Danah Boyd offers wonderful insights about the psychology of MySpace: "They're building relationships, they're engaging socially, they're seeking validation, they're seeking negotiation of status."   Because it's been hyped to the eyeballs we tend to overlook quite how amazing the MySpace story is.  But its created a fun new world for 140 million people.  No mean feat. 

Co-Creation Rules Feedback 2

The feedback for our Co-Creation Rules manifesto continues as does the growth of the wiki.  John Bell particularly likes Rules 4 & 9.  Adpulp says the manifesto should be, "mandatory reading for all brand managers and agency creatives contemplating a consumer generated campaign".  We agree!  Andrew Smart at GoodStuff says we have helped, "to create some simple rules in an area that seems, on the surface at least, very chaotic".  Portugal's Hidden Persuader asks if Co-Creation spells the end of focus groups while Alison Byrne Fields says the manifesto arrived just in time for her Ogilvy-hosted chat on all things co-creative.  Marco at MarketingFacts in Holland has got a great discussion going - including a very interesting little timeline.  Durnikblog likes Rule 2 while Kevin at DeathToInternalMarketing gives it the thumbs up.  Thanks guys!

Carnival of the Capitalists

The Carnival of the Capitalists is being hosted this week by David Maister, Harvard Business Professor and professional services guru.  His site has a lot of brilliant, common-sense advice which is very applicable to modern marketeers.  (It's also a thriving little community and a wonderful place to ask for ideas on throny management issues).  This Carnival features my article about the the clash between corporate culture and the growing world of community and social networking, taking a quick look at how even marketing powerhouses like Walmart and Nike struggle.   But as ever with CotC there is a broad range of great essays, so there is usually something for everyone.

Oops, They Did It Again

So not content with smashing the music industry to pieces using Kazaa and undermining the entire telecoms business with Skype, those clever Scandos, Zenstrom and Friis, are looking to rejig the global TV industry, using Joost.  And what's really clever is that all three industry-busting services use the same trick.  It goes something like this: find incredibly margin-rich, centralised digital content business where executives are wrestling with the Innovator's Dilemma.  Create amazingly powerful P2P network requiring no central infrastructure, using proprietary technologies with wonderfully dull moniker of The Global Index (so that no one gets that interested).  Garner vast market knowledge.  Sell to third party and organise licensing deal before tricky legal issues and Grokster-hell kicks in.  Retain IPR.  Repeat ad nauseum.  Great interviews with the Joost team here.

It's NICE In 2007

Last year I found myself in a few blind-alley conversations that became quite tricky as it slowly dawned on me, and the poor individuals involved, that some underlying assumptions were going untested. Broadly, they fall into three areas where, to my mind, the marketing industry has changed to the point that things are now NEW.  So next time you and I hook up for coffee and start feeling frustrated let's just stop, breathe - and check the foundations.  Firstly, the INFRASTRUCTURE of media has undergone massive change. As illustrated by the fact that a young chappie can record some footy skillz and release them to an appreciative audience of 2.5 million people - for free.  Secondly, the CULTURE of media has changed to the point that laws are starting to creak under the weight of people's desire to remix and share.  As perfectly demonstrated by The Grey Album.  And thirdly, the ECONOMICS of media is morphing.  As in Google's astonishing balance sheet: $10bn revenues; 75 per cent growth per annum; 60% gross margin; market cap of $154bn.  Almost ten times bigger than WPP.  Giving me a NICE acronym to shortcut any frustrations in '07...

We're All Agreed, Right?

Is it me or is there now a concensus that the world's slow shift from broadcast to network is full tilt?  Last year was a jargon-frenzy as people tried to dump the old language and find some fresh powerpoint-ese to reflect what was going on around them.  Maybe this year will be the one where we get beneath the hype.  Some of the big brains are already on it.  Kathy Sierra has begin a comment storm as she peels away at the Dumbness of Crowds.  And Mr 2.0, Tim O'Reilly, has been revisiting his notes to emphasise his belief that networks are real:  "What started out as a software development methodology is increasingly becoming a facet of every field, as network enabled conversations become a principal carrier of new ideas."  Meanwhile, Johnnie keeps on delving into what makes a networked world tick.  But most tellingly of all is that the UK's ultimately warped cultural barometer, The Daily Mail, says it's time to take all the bloggers and string 'em up.  "Unless they have a camera", because, er, they're different.  Or something.

Brain Fuel

If you are scratching your head about how to take a new web project to market you could do a lot worse than spending half an hour watching Jyri Zengstrom present his latest thoughts on social objects and reading Brad Burnham ruminate about a chat with Craig Newmark.  Both excellent brain fuel.

Co-Creation Rules Feedback

We've had some great reaction to our ChangeThis manifesto - Co-Creation Rules.  Canada's Michael Fergusson likes the drawing game, whereas ProHipHop is more interested in the Rules which he says are: "designed to help companies understand the contemporary consumer's mindset."  David Zinger asks which five of the Rules are most useful to, "engage everyone in working at creating a co-engaged workplace."  Keith Hopper has summarised each rule in a single line.  I particularly liked his take on Rule 13:Let The Mess Show, which Keith describes as: "Behind the scenes is exciting. Exposing it builds trust."  Jill Stover at Library Marketing gives a, "big shiny star" to Rule 4:Make Your Customers Look Good.  Thanks guys. By the way, we've put the manifesto on the Open Sauce wiki.  Feel free to join in.