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Date: Saturday, 18 Jul 2009 15:29

Here are three pieces of content (some articles, some Blog postings) that add fresh, unique and thought-provoking perspectives to business. If you're having a bit of a grey and rainy Saturday, these should add some intellectual sunshine to your weekend…

  • Content Is A Service Business (July 13th, 2009) – Courtesy of the O'Reilly Tools of Change for Publishing Blog comes this great Blog posting by Andrew Savikas. "Whether they realize it or not, media companies are in the service business, not the content business. Look at iTunes: if people paid for content, then it would follow that better content would cost more money. But every song costs the same. Why would people pay the same price for goods of (often vastly) different quality? Because they're not paying for the goods they're paying Apple for the service of providing a selection of convenient options easy to pay for and easy to download." Be sure to read Savikas' full rant and the subsequent comments. It's an amazing conversation about publishing, content and new business models.
  • The Generation M Manifesto (July 8th, 2009) – Courtesy of Harvard Business Publishing Blog comes this new perspective from Umair Haque. "What do the 'M's in Generation M stand for? The first is for a movement. It's a little bit about age — but mostly about a growing number of people who are acting very differently. They are doing meaningful stuff that matters the most. Those are the second, third, and fourth 'M's. Gen M is about passion, responsibility, authenticity, and challenging yesterday's way of everything. Everywhere I look, I see an explosion of Gen M businesses, NGOs, open-source communities, local initiatives, government. Who's Gen M? Obama, kind of. Larry and Sergey. The Threadless, Etsy, and Flickr guys. Ev, Biz and the Twitter crew. Tehran 2.0. The folks at Kiva, Talking Points Memo, and FindtheFarmer. Shigeru Miyamoto, Steve Jobs, Muhammad Yunus, and Jeff Sachs are like the grandpas of Gen M. There are tons where these innovators came from. Gen M isn't just kind of awesome — it's vitally necessary. If you think the 'M's sound idealistic, think again." Once again, the comments are also incredible, so much so that Haque has a follow-up Blog post entitled, Your Thoughts About Generation M, which is also well-worth reading.
  • Where Attention Flows, Money Will Follow (September 28th, 2008) – Courtesy of The Technium comes this fascinating Blog post by Kevin Kelly that only showed up on my radar this past week. "Almost anything else except attention can be manufactured as a commodity. Luxury goods are only luxuries temporarily. They quickly are counterfeited and commodified. Premium brands are only premium because they garner a surplus of attention. Maintain an incoming flow of attention and money will follow. That is really all you need to know. Thankfully there are a zillion ways to garner and maintain attention. You can be consistently amazing. Brilliantly novel. Irrationally helpful. Attractively weird. Remarkably reliable. Outstandingly truthful. Etc. But converting attention to money - isn't that what shameless self-promoters do? And celebrities? Yes. But it is also what Google does, and Genentech and crusty manufacturing companies like 3M. They are providing useful products and services. But so are their competitors. So are we all." This piece is especially rich and profound in terms of how business can flow better by understanding the online channels. Like the other two Blog postings, the comments on this posting are particularly amazing as well.

Are there any specific posts that have blown your mind lately? Please do share them below…

(hat-tip: Hugh McGuire and Leigh Himel)

Tags: 3m andrew savikas apple article blog blog post business content content is a service business conversation etsy findthefarmer flickr genentech generation m manifesto google harvard business publishing itunes jeff sachs kevin kelly kiva movement muhammad yunus new media obama oreilly publishing shigeru miyamoto steve jobs talking points memo technium threadless tools of change for publishing twitter umair haque where attention flows money will follow

Author: "--" Tags: "3m, andrew savikas, apple, article, blog..."
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Date: Saturday, 18 Jul 2009 14:52

Do you go online for business? To do research? To buy stuff? To influence others? According to a recent news item in eMarketer, we all go online to do one thing: pass time.

As we all sit and pontificate on the power of new media and how the Internet is such a distinct and different media, it turns out that all of us (that would be 100% of the people questioned in a Ruder Finn survey in Q2 2009) went online to pass the time. Every single one of them. Imagine that. One hundred percent of the people asked in that survey treat the Internet the same way they treat TV: as a way to kill time. The news item, Why People Go Online, published yesterday in eMarketer goes on to state:

"Men were more likely than women to go online for business, entertainment and to keep informed on news and current events. Women, in turn, were more likely to use the Internet to advocate for a cause or issue, express themselves and socialize. More than two-thirds (69%) of young adults ages 18 to 29 posted comments on social networking sites, 55% played games and 50% went online 'specifically to rage against a person or organization.' Seniors were nearly twice as likely as young people to manage their finances, and 65% of seniors went online to be part of a community."

So, while all of us use the Internet to kill time, it does (thankfully) go a lot deeper than that.

All of the online activities were divided into six categories and are listed below in overall popularity:

  • Learn
  • Have fun
  • Socialize
  • Express oneself
  • Advocate
  • Do business
  • Shop

The Internet is still a new media with new platforms and activities being introduced daily. It will be interesting to see how this list morphs and changes in the next 5-10 years.

Tags: business e-commerce emarketer gaming influence internet internet culture mass media media new media news online community online research online social network ruder finn television tv why people go online

Author: "--" Tags: "business, e-commerce, emarketer, gaming,..."
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Date: Thursday, 16 Jul 2009 10:33

There is no doubt that the employment landscape is shifting. It's not just the stats from the national or local employment rate. It also has little to do with the recession, getting fired, or being laid off. There is a new way of getting hired, and a simple resume on an 8 x 11 piece of white paper is not going to cut it anymore.

Young people just out of university are smarter, sharper and way more connected than most businesses. So businesses not keeping pace with what it takes to hire the best and brightest talent are going to fall behind.

Which are the businesses that will win?

For the most part, it's going to be the ones that do not lock their employees out of Facebook and YouTube. It will be the ones that embrace the idea that work is no longer limited to 9 to 5, and that work is no longer the primary motivation for young people in terms of their career development (believe it or not, these folks want to be happy and do something good for the world). Successful businesses will also be the ones that understand that a mobile device (iPhone, BlackBerry, Palm Pre) and a laptop is the office.

The problem is that these young people will also find it difficult to get through the regular regimen of a serious human resources department if their Facebook profile is filled with pictures of them on a weekend bender with buddies. In 2007, New York Magazine ran a brilliant cover story on youth, the Internet and privacy entitled "Say Everything" by Emily Nussbaum:

"We are in the sticky centre of a vast psychological experiment, one that's only just begun to show results. More young people are putting more personal information out in public than any older person ever would - and yet they seem mysteriously healthy and normal, save for an entirely different definition of privacy. From their perspective, it's the extreme caution of the earlier generation that's the narcissistic thing. ...There is another way to look at this shift. Younger people, one could point out, are the only ones for whom it seems to have sunk in that the idea of a truly private life is already an illusion. Every street in New York has a surveillance camera. Each time you swipe your debit card at Duane Reade or use your MetroCard, that transaction is tracked. Your employer owns your e-mails. The NSA owns your phone calls. Your life is being lived in public whether you choose to acknowledge it or not. So it may be time to consider the possibility that young people who behave as if privacy doesn't exist are actually the sane people, not the insane ones."

So, if all of these young people have these pictures and stories up online, who - exactly - are you going to hire?

What today's youth have realized (and what some of the more progressive businesses are starting to pick up on) is that by putting themselves "out there," the benefits of having all of this content displaying who they really are, what they really like, and what they're hoping to accomplish in life makes the risk of what might happen if this information falls into the wrong hands worth the risk. Yes, there are some nasty people out there - the kind of people who lure others out of the online channel into the real world. At the same time, we all have to realize that we are quickly becoming increasingly "naked" because of these online channels and how they facilitate our interconnectedness.

The truth is that business knows this already. Don't think for a second that before a hire is made at a company that someone within the organization has not done a thorough Google search on a potential candidate's online footprint. From LinkedIn and Facebook to Twitter and Flickr, everyone has a growing story to tell.

That is the new resume. We can cower back, draw the digital curtains, and blow out the virtual candles that light our online personas, or we can embrace it and recognize that the real performers of the coming decade in business will be the young people who are out there blogging, tweeting, podcasting and lifestreaming everything from the innocuous to the most important moments of their lives.

Not only will this become an amazing and living legacy for their future family, but it also becomes one of the best ways to hire for your business. We all know that a one-sheet with a list of educational facilities and previous employment positions can never tell the whole story. We also know that no potential employees are going to offer up individuals to provide personal references who won't give a glowing review. We also know that Google never lies. If that person had a run-in with the law or if they were awarded a distinction within their community, the story is there, it's searchable, and it can be commented on by peers and the general public.

In the end, maybe it is business that needs to wake up and realize that it's about time for them to start saying everything.

The above posting is my twice-monthly column for the Montreal Gazette and Vancouver Sun newspapers called, New Business - Six Pixels of Separation. I cross-post it here with all the links and tags for your reading pleasure, but you can check out the original versions online here:

- Vancouver Sun - Employment 2.0 - The new resume is out there.
- Montreal Gazette - Employment 2.0 - Forget the 8 1/2 by 11 single-sheet resumé.

Tags: blackberry blog business business column canwest career development contet digital footprint duane reade emily nussbaum employment employment 20 facebook flickr google hr human resources iphone laptop lifestream linkedin metrocard mobile device montreal gazette new york new york magazine newspaper column nsa office online persona online social network palm pre personal information podcast privacy recession reference resume say everything talent twitter vancouver sun work youtube

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Date: Wednesday, 15 Jul 2009 02:38

"Traditional Marketing Budgets Lose to Interactive." That was the title of the news item from MediaPost's Research Brief today.

"According to Forrester Research, reported by Richard H. Levey at Directmag.com, 60% of marketers surveyed will increase their interactive marketing budgets by shifting funds from traditional media. Direct mail was cited by 40% of marketers as being one being cut, outranking newspapers (35%), magazines (28%) and television (12%)."

It has been years since Digital Marketers pontificated that traditional dollars will shift online. Even through the economic downturn, as traditional advertising budgets were being slashed, there seemed to be an increase towards the online channel (or, at worst, it remained stagnant from before the crisis). Still, after all of these years, it begs the question: are Marketers shifting dollars for efficacy or because they feel that they can get more bang for their buck in the online channel? While it could well be a combo of the two, it is becoming increasingly obvious that these Marketers are also realizing that consumers are no longer listening, reading and watching their advertising the way they used to. While it's equally easy to blame this on the fragmentation of media, it's also plain to see (just look at the trending topics on Twitter), that it's not just "the Internet". It's new media – in general – and this includes newer channels like satellite radio, mobile, widgets, apps and beyond. We also can't just say, "it's the Internet," as channels like Twitter, video sharing sites YouTube, etc…), news rating sites (like Digg and Reddit) and even aggregators (Google News and Huffington Post) are all very different types of media when you dig into them.

Social Media and mobile is also on Marketer's minds:

"Among the interactive channels, the study finds social media and mobile marketing spending expanding between 2009 and 2014, with social media jumping by 34% on a compounded annual basis and mobile marketing increasing by 27%. Social media starts at $716 million in 2009, increasing to $3.11 billion by 2014. Mobile marketing expenditures stand at 319 million this year, and goes to $1.27 billion by 2014."

For more information and two very interesting news items that are tied into this, please check out:

- Interactive Marketing Will Cannibalize Traditional Channels: Forrester.
- CMOs Say Budgets Cut By 20% Or More: Forrester.

Are you curious to see if this is just a short-term adjustment or the long, hard shift towards a new advertising and marketing landscape?

Tags: advertising budget applications cmo digg digital marketer direct mail directmag forrester research google news huffington post interactive advertising internet magazine marketer marketing media mediapost mobile mobile marketing new media newspapers online channel reddit research brief richard h levey satellite radio social media television traditional marketing twitter widgets youtube

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Date: Tuesday, 14 Jul 2009 03:10

Have you ever really considered that one of the biggest shifts we have seen in the past decade is that media has suddenly become human?

It may seem obvious enough. "Of course media is human, just look at Blogs, Twitter and Facebook!" But, in fact, it's not obvious. Media used to be fed to the masses by talking heads. Someone who was reading a teleprompter from a screen where the words were carefully (and politically) crafted by a team of producers, writers and editors. Foregoing that and looking at newspapers, even that content from the seasoned journalist was highly edited by – at least – one person (if not a handful as well). This is not a question of "all hell breaking loose" when anybody and everybody can publish content, but it is curious to think about how emotional media has become and how personal the people who create it are to us all.

How does a tweet make you feel?

In the old days, the best stories would leave their mark. Be they happy, sad, tragic or inspiring, it was something we talked about around the water cooler or discussed at the dinner table. We paid no major attention to the actual source who provided the content – they were simply the conduit for the story. Now, more often than not, the stories that strike a chord within us are happening to people we know (at some level or another). It's amazing to think that as long as people are connected, all of that content does become media.

It's something to think about.

Media is not created by someone else. It's created by someone we know. Most of the people we are currently getting our media from we either know in person or are connected to online. Even those more traditional mass media journalists we're more connected to than ever before. We're learning and knowing more about them because we're following them on Twitter or friending them on Facebook. They actually want us to follow them and learn more about them… the personal side.

Why does media becoming more personal and human make media better (or does it)?

Tags: blog content facebook journalist mass media media news newspaper publishing stories talking head tweet twitter

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Date: Monday, 13 Jul 2009 03:16

"Just write out some questions and ask them." That could well be one of the biggest mistakes when it comes to conducting an interview.

A friend shot me an email this week and asked for my opinion on how to conduct a great interview (the fact that they thought I did this well was very flattering). Instead of letting the response die in a personal email chain, here:

12 Ways To Conduct A Great Interview:

  1. Don't conduct an interview, have a conversation. One of the biggest mistake people make in the interview setting is to conduct it like it appears in a magazine (question and answer). Don't make that mistake. Forget about the questions and just have a comfortable conversation. Keyword: comfortable.
  2. Do your homework. The only way to avoid getting stuck asking questions is to do so much research that you don't need them. Know your subject, know the issues and know what the public would want to know if they could sit down with the subject matter.
  3. Don't stick to your agenda. To make matters worse, most interviewers follow the questions that they have lined up in the order they wrote them, instead of letting it flow based on what the subject is saying. I've seen many great follow-up conversations and side-tracks lost because the interviewer was following their flow instead of the flow of the conversation.
  4. Have notes, not questions. It's ok to have some notes about concepts you would like to discuss, but don't hold it in your hand and look down at it – that will break the conversation and turn it into an interview.
  5. Ask open ended questions. Always start your questions or commentary with words like "how" and "why". Those two words can never be responded to with the words, "yes" or "no". If you want something more than one or two word answers, use words like "how" and "why".
  6. Open arms. Do your best to have nothing blocking you from your subject matter. This includes objects like recorders, pens, coffee tables, etc… In an ideal world, keep your arms open and your heart aimed at the subject matter's heart. I do not know why this works, but it does create a much more human connection – let nothing get in the way.
  7. If you're going to record it… start training yourself now to not say things like, "ummm" and "ahhhh." While it sounds natural in everyday chitter chatter, those little vocal stumbles sound extra annoying if you plan on publishing the audio file, and it's even more frustrating if you have to transcribe the audio to text. It's one of the hardest things to do, but be conscious of it.
  8. Don't say anything. This is an old journalism trick, but it works wonders. Many people have been interviewed many times and they know the questions they are most likely to be asked, so their answers are practiced and canned. If you want to get a little bit more out of them or something original, wait for five seconds after they finish their last sentence and do not say anything. More often than not, that moment of silence will get them thinking and they'll start speaking from their heart (and with a whole other perspective than their standard canned answers).
  9. Watch the clock. Try not to go over thirty minutes. You should be able to capture everything you need in fifteen minutes or less.
  10. Be the ambassador for your audience. Don't forget that your role as the interviewer is to ask the questions that your mass public would want the answer to if they could be in that room. They can't be there. You are. Be their ambassador. Ask the questions they want answered.
  11. Don't just take notes. Old school journalists don't record anything, they just take notes. Personally, I find it very distracting, and the act of taking notes separates you from the subject matter. You wind up focusing way too much on the note-taking or the typing instead of what matters most: the person in front of you. Invest in a good recorder (I use the M-Audio MicroTrack) and have a conversation. Worry about the transcription later. There's nothing more annoying than when a journalists says, "hold on, can you please slow down so that I can get this all written down." If that doesn't kill the flow, I don't know what does.
  12. Have fun. If you're stressed or focused on your notebook and the questions in it, your subject will "feel it" and will pick up on your nerves or apprehension. Remember that the best conversations are the fun conversations. Have fun.

Do you have any additional tips and tricks for conducting a great interview?

Tags: audio conversation interview journalism m audio magazine microtrack recorder notebook open ended questions presentation research subject matter vocal technique writing

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Date: Monday, 13 Jul 2009 02:01

Welcome to episode #162 of Six Pixels Of Separation - The Twist Image Podcast. Life from New York City, it's Media Hacks #13. Recorded late one night last week at The Roger Smith Hotel, this episode if full of the latest news and views, including a very vocal Julien Smith (yes, that means that this show is not work safe). C.C. Chapman and I were simply room decor in this episode. Enjoy the conversation...

Here it is: Six Pixels Of Separation - The Twist Image Podcast - Episode #162 - Host: Mitch Joel.

Please join the conversation by sending in questions, feedback and ways to improve Six Pixels Of Separation. Please let me know what you think or leave an audio comment at: +1 206-666-6056.

Download the Podcast here: Six Pixels Of Separation - The Twist Image Podcast - Episode #162 - Host: Mitch Joel.

Tags: advance guard advertising blog blogging book oven cc chapman chris brogan christopher s penn digg digital marketing facebook facebook group facebook page financial aid podcast google os hugh mcguire in over your head itunes julien smith librivox managing the gray marketing marketing over coffee media hacks new marketing labs new york city online social network podcast podcasting roger smith hotel six pixels of separation social media marketing techcrunch trim trust agents twist image twitter url shortening web 20

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Date: Sunday, 12 Jul 2009 14:22

If you're looking to stay slightly ahead of the Digital Marketing curve and wondering if virtual worlds like Second Life are going to make a comeback, Augmented Reality could well be "what's next" and a huge skip past virtual worlds.

What is Augmented Reality? According to Wikipedia: "Augmented reality (AR) is a field of computer research which deals with the combination of real-world and computer-generated data (virtual reality), where computer graphics objects are blended into real footage in real time. The term is believed to have been coined in 1990 by Thomas Caudell, an employee of Boeing at the time. At present, most AR research is concerned with the use of live video imagery which is digitally processed and 'augmented' by the addition of computer-generated graphics."

Basically, you can now use your mobile device or webcam to enhance (or add to) a real-world experience. Sounds very science fiction. It's becoming very real.

While there will be advertising opportunities in some of these Augmented Reality environments, some of the initial marketing possibilities look to be either product placement or the actual creation and development of an Augmented Reality brand immersion. One of the more popular moves in Digital Marketing in the past few years has been away from the click (or action) and more towards a fully-immersive brand experience for the consumer. If that's the case, Augmented Reality could well deliver on that promise.

Here's a demo for an Augmented Reality game that features Skittles as part of the fun (errr… destruction) from YouTube: ARhrrrr - An augmented reality shooter:

Tags: advertising arhrrr augmented reality boeing brand brand experience brand immersion computer generated data computer research digital marketing marketer marketing mobile device online video product placement real world science fiction second life skittles thomas caudell video video game virtual reality virtual world webcam wikipedia youtube

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Author: "--" Tags: "advertising, arhrrr, augmented reality, ..."
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Date: Sunday, 12 Jul 2009 13:36

One of the hardest things to do is to choose a Digital Marketing agency. Here's why:

In the traditional advertising world, the scales are semi-balanced. You have both client and agency who were both schooled with similar material (education) and enough years of background (and experience) that both are educated, informed and fairly clear on what can be delivered (and how). Even though we've been at this Digital Marketing thing for over a decade, it's still fairly nascent and as the channels and platforms develop, it's not easy to stay ahead – let alone have extensive experience in what is now considered, "traditional online marketing" (i.e. display advertising, email marketing, search marketing, affiliates, etc…).

Here are 7 tips on how to best choose a Digital Marketing agency (not in terms of the agency and their level of competence, but in terms of what the client needs to know):

  1. Size and work - know the Digital Marketing agency in terms of size (how many people they are and how many offices they have) and type of work (if you're calling them it should be because of something you heard or work you have seen them do) prior to connecting. Usually the company website or a quick call in to one of their junior account people will give you an indication if it's a right fit.
  2. Define what you're looking for – the client does not have to be an expert to be clear on what they're looking for. We have all seen agencies not score the business simply because the client was not clear in scoping what their expectations are for the proposal. If, as the client, you feel like you may even be too remedial to be clear on the definition/scope of work, allocate some dollars to working with a consultant (or digital marketing agency) on education and proposal definition. It will be money well spent.
  3. Budget - have a budget range in mind. It's not something the client is going to be held to, but more often than not, a budget range is a great indication of whether the client and the agency have a good fit. As an example, some clients might feel that a 50k budget is healthy, while some agencies might not be able to even get started for less than 150k. A budget range is a great "feeler" to see if it's a good fit.
  4. Use your human voice – it's not always possible to do business in-person, so at the very least, do it by phone - especially when it comes to the more major moments like bringing the agency in for a presentation, having them present the proposal, accepting a proposal or rejecting the proposal. There is nothing more impersonal than working for weeks on a proposal, adjusting it based on conference calls, re-presenting it, responding to additional concerns and then, ultimately, being told in a two-sentence email that it's not going to work out. We frown on "Dear John" letters in our personal lives, we should frown on them in our business lives as well.
  5. Be clear - on your final decisions. Whether the client accepts or rejects the proposal, have some clear reasons for the agency. Let the agency know what you expect from them should you decide to move forward, or let them know where they fell short. There's no way for the agency to improve (on both client services and on their pitches) unless the client lets them know the reasons – no matter the outcome and no matter how painful it might be for the agency to hear. Having a bullet-point and detailed list/document is also a great idea.
  6. Don't lie – if you reject an agency, don't say that it is due to "lack of experience" if what really happened is that you never had the budget to engage them, but still wanted to see what dollar amount they would come back with. It's a waste of both the client's and agencies time. It also does not benefit anyone. A truly professional organization (no matter the size) should offer the professional courtesy of being honest (even if that means taking some lumps and admitting you were wrong).
  7. Be honest from the outset – promises of additional budget, access to other brands, word of mouth referrals and more, are all fine and dandy, but none of that is going to happen unless the agency delivers superior work. Don't string the agency along or make those promises upfront. Everyone is busy and in the services industry time is (literally) money. Being clear and honest from the outset (on all of the points mentioned above) will create the lifeblood for a long and prosperous relationship.

Any additional tips you would like to add?

Tags: advertising agency affiliate marketing brand digital marketing display advertising email marketing online channel platform search marketing service industry traditional advertising website word of mouth

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Date: Friday, 10 Jul 2009 03:45

Here's the thing about Digital Marketing, New Media and Social Media: if you're only in it for yourself, not much great stuff can happen.

On a personal note, I've been hearing a lot of backchannel comments about people questioning why I do what I do and my motives behind it (be it the Blog, speaking, writing a book, newspaper columns, etc…). While it's nice that all of this work helps to build both my company (Twist Image) and my own personal brand, the real truth is that if we're not all learning, sharing and growing, there simply won't be much of an industry. The problem is that Digital Marketing and Social Media are both still, relatively, new. Most brands are uneducated and it's easy for the charlatans (the self-anointed gurus, experts and wizards) to sell a bill of goods that they can't deliver on.

There is a way to quickly identify if a Digital Marketing agency is legitimate.

The ultimate question to ask them is this:

"If you were me, what would you do with the marketing budget?"

If the answer back is, "shift everything you're doing to digital because the traditional channels and mass media are dead," that agency or consultant is probably not right for you. Many New Media and Digital Marketing shops think that everything begins and ends online. The truth is that it might, it might not or it might be a mixture of the two. A real Digital Marketing shop will take the time to better understand what you're doing, what's working, what is not working and how these digital platforms can either help you be more efficient and effective, or how they can add value to what is already working. I've said it before, I'll say it again:

Everything starts with the overall goals of the business and the strategy you pull out of it.

Everything is "with" not "instead of." 

The other sign that your consultant or agency is more snake oil salesperson than anything else revolves around "horses." Do they actually have the skills and capacity to deliver a sound strategy deck that includes a technical and resource analysis of how the work is going to get done, how much it will cost and how long it will take? Do they actually have the horses to deliver on that project? There is way too much hyperbole online. "Consultants" pointing fingers and using metrics like how many people are following them on Twitter, or how many comments they get on their Blog as an indicator of how successful they can be for their clients.

It's a myth, but companies and brands are falling for it.

Just because an individual or company can grow their own personal community, it does not mean they have the skills, capabilities, resources and experience to create, engage and optimize a program for someone else. The two are mutually exclusive. As the industry grows and matures it will be increasingly easier to sort the wheat from the chaff, but until that time comes, be leery of those who do not have the infrastructure and experience to deliver on what is a pretty rudimentary first step to get your brand growing.

What are some of the other questions you should ask of your Digital Marketing partner?

Tags: blog brand business strategy consultant digital marketing hyperbole marketing budget mass media new media newspaper column online community optimization personal brand social media traditional media twitter

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Date: Tuesday, 07 Jul 2009 22:07

If someone can't find you off of a simple search engine query, all is lost.

It doesn't matter if you're representing a brand/company. It doesn't matter if it's just you. It doesn't matter if you're a start-up entrepreneur, and it doesn't matter if you're a multinational company. If people can't find you online, you are invisible. The argument could be that you don't want to be found. The only reason to not want to be found is if you are doing something illegal. No matter how small or specific your niche. No matter if you sell to the mass public or if you're only doing B2B. It doesn't matter if your product sells for one dollar or twenty-million dollars. Be findable.

The amount of content being pushed out by your company and the website that you are driving them too is not working hard enough for you.

In the advertising world, there is a saying that we have to "let the creative do the work." Great creative really can convey much more than a strong brand message. It can tell a story. It can sell a story. Nobody is going to care about any of those stories if they can't find you. Which leads us to:

"Let your website do the work."

How many companies do you know that do not have a website? Agreed, it's laughable. Even if it's old and never-updated, most people do have some form of web presence (even if it is almost a decade old and simple brochureware). The truth is, if you have the space (and you should) and it's not really working for you, now is the time to turn the corner. Yes, this Blog posting could have been written five (ten!) years ago. The truth is, the majority of websites are not weaving their magic the way they should.

Shall we talk about usability, functionality, design, back-end technology or search engine optimization?

It's probably some or all of the above. Here are the six steps to start thinking about it differently right now:

  1. Admit you have a problem.
  2. Grab four people into a room and ask them what they would do about it. These could be employees, friends, your agency or hired guns.
  3. Create a strategy that will have a twelve-month shelf-life. Make milestones for each week's goals. Every goal should be around how you're going to do something to make yourself more findable.
  4. Figure out if Social Media can help you be more findable (hint: don't go here first, if you don't have a competent website to drive them to once they've engaged).
  5. Execute, execute, execute. We've all seen countless organizations do numbers 1-4, but when it comes time to implement and do it, nothing gets done. Don't be one of those stats. You know that old Nike chestnut: "just do it."
  6. Rinse and repeat. This is an iterative and ongoing process. It will take time and it will take even more time to always keep it moving forward.

If you really do love business you won't take this lightly.

The harsh reality is that more and more people are having their first brand interactions at the search box. As weird and strange as the search engine results may seem, they are fairly agnostic. They're simply looking for the most relevant results. Our jobs – day in and day out – is to make sure that we are findable.

How can we care about online social networks, Twitter, FriendFeed, lifestreaming and more when businesses – for the most part – have a hard time being found online?

Tags: b2b b2c blog brand branding business content corporate website design entrepreneur execution friendfeed functionality implementation lifestream nike online online strategy search engine search engine optimization seo social media technology twitter usability web website

Author: "--" Tags: "b2b, b2c, blog, brand, branding, busines..."
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Date: Monday, 06 Jul 2009 14:30

Welcome to episode #161 of Six Pixels Of Separation - The Twist Image Podcast. Yes, you read that right, President Obama is a Social Media Expert… well, ok, maybe not. But that's one of the questions we discuss on this episode (courtesy of a great email question from Joseph at Diamond Beer Brewing). Marshall also chimes in on last week's Media Hacks about whether or not Twitter can topple the Iranian government – or rather, how Twitter is being used in a different way to communicate and inform. Enjoy the conversation...

Here it is: Six Pixels Of Separation - The Twist Image Podcast - Episode #161 - Host: Mitch Joel.

Please join the conversation by sending in questions, feedback and ways to improve Six Pixels Of Separation. Please let me know what you think or leave an audio comment at: +1 206-666-6056.

Download the Podcast here: Six Pixels Of Separation - The Twist Image Podcast - Episode #161 - Host: Mitch Joel.

Tags: advance guard advertising blog blogging book oven cc chapman chris anderson chris brogan christopher s penn david usher diamond beer brewing digital marketing facebook facebook group financial aid podcast free hugh mcguire in over your head itunes joseph rodgers julien smith librivox managing the gray marketing marketing over coffee media hacks new marketing labs online social network podcast podcasting six pixels of separation social media marketing the long tail trust agents twist image twitter web 20 wired magazine

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Date: Sunday, 05 Jul 2009 14:36

When really thinking about the many new tools and platforms that are available for Marketers to connect to consumers, we may have to embrace the idea that – in the end – we're trying to "market the unmarketable."

Nearly nine years ago I joined a company called Airborne Entertainment (the company is now called Airborne Mobile). My stint there only lasted a year, but one of my bosses at the time was Andy Nulman (the guy behind the infamous Just For Laughs comedy festival, Blogger & author of Pow! Right Between The Eyes and a close friend). The idea behind Airborne Mobile was to bring big brands to the small screen. It was everything from jokes to very simple games. This company had a vision that brands would need a solid strategy around being on (and in) mobile devices. It's amazing to think that back then the carriers didn't much care for data usage. Voice usage and consumer churn to other carriers was what was keeping them up at night.

Any ideas we had for marketing brands on mobile devices were practically ignored.

So, if the carriers weren't all that interested and brands were humouring us to see what the market was like, how did the company grow the way it did (the company went on to do quite well)? New technology and platforms were (and still continue to be) a long and hard struggle, but on my last day at Airborne Mobile, Nulman said something that stuck with me to this day:

"We are trying to market the unmarketable."

There are two challenges that new technology, platforms and content bring:

1. The industry it serves is not prepared or doesn't believe in it.

2. Consumers have no idea what it is for and claim they would never use it.

We've seen it countless times before, we're seeing it now and we're going to see it again.

People questioned why they would need a telephone, they questioned why they would need a computer, they questioned why they would need more than 500 songs on a music player, they said they would never watch video on a two-inch screen, and they questioned everything else that is now commonplace in our lives (I'm fairly certain there were those who questioned the need for indoor plumbing back in the day).

It's important to always remember that the minute something new comes out (and even when it's not so new), we're always going to be faced with "marketing the unmarketable."

Tags: airborne entertainment airborne mobile andy nulman brand consumers disruption just for laughs marketer marketing mobile new business model platform pow right between the eyes technology

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Date: Saturday, 04 Jul 2009 21:58

In a world where my office is more often than not an aisle seat at 35,000 feet, I spend my days trying to do more with less.

Ultraportable laptops make sense for someone like me. But while they’re small, they lack the power and speed of standard laptops and desktop computers. And they can cost a whole lot more - sometimes even double the price of a regular laptop. Most business people are not willing to make the sacrifice.

So why bother?

For one thing, I get to lug around a lot less weight. For another, I’ve been through a slew of ultraportable laptops – from Toshiba and Sony to Lenovo and Dell – and all have managed to do what I’ve needed them to do (my current laptop is the Dell Latitude E4200). But as with all modern technology, no matter how often I back up the hard drive and archive my important information, I’m constantly haunted by the nagging fear that when I press the power button I’ll get the dreaded blue screen of death.

Imagine spending up to $4,500 for a hot-looking ultraportable, and once the seat belt light goes off, you fire it up… and nothing. It’s dead. Your documents, presentations and every other reason you boarded this flight in the first place are gone. Maybe you have a backup on a USB key. But what if you don’t? Hopefully, you weren’t waiting for the flight to get the actual work done. What if you could have a second laptop along for the trip that’s lighter and smaller? And that costs about $300? I’m not making this up.

Say hello to the netbook.

Although netbooks have been around since 2007, they are just now starting to get the attention of the business traveller. And they should. Netbooks are simple, small and stripped-down laptops that look like toys but can complete serious tasks. They may not be as powerful as the average ultraportable, but the screen and keyboard are much smaller.

And there are other practical reasons to own one.

Instead of worrying about purchasing an entirely new computer for travel, you can transfer the documents you need over to your netbook prior to your trip and use it as your travel computer. Regardless of what you have at home, having a “clean" netbook enables you to avoid slowdowns, grief or embarrassment in front of potential clients or at security.

In the end, we’re all looking to do more with less, and with the new grade of netbook computing, it’s not only smart but economical to have one. Whether you use it as a backup or as your primary computing vehicle, you’ll be that much closer to becoming the ultimate road warrior. 

The above posting is my monthly column for enRoute Magazine called, Ultraportable. I cross-post it here with all of the links and tags for your reading pleasure, but you can check out the original versions online here:

- enRoute Magazine - Little Mouse on the Prairie.

Tags: backup blue screen of death business business traveller computer dell dell latitude e4200 desktop computer enroute magazine hard rive laptop lenovo magazine netbook office road warrior sony spafax technology toshiba travel ultraportable laptop usb key

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Date: Thursday, 02 Jul 2009 11:49

In all of the fuss to rush to Twitter or fawn over some viral videos on YouTube, there's a subtle and ever-growing audio platform that seems to have lost some its lustre in terms of public excitement, but continues to grow in terms of loyal audience.

Podcasting continues to be one of the best ways to consume audio and video content. A good portion of this content is available free in places like iTunes, and it is staggering once you begin to deep-dive into the content just how rich, robust and fascinating the shows are.

Unlike streaming audio or video online or simply downloading an MP3 or WMV file onto your hard drive, the real power behind podcasting is in its subscription component. Without getting technical, podcasting is audio and video that is very similar to a blog in terms of how it is delivered to you. Once you subscribe (which is usually free - although there are some podcasts that charge a nominal fee), the minute the producer of the show publishes their content to the Web it is automatically delivered to your computer (in my case, this is done using Apple's iTunes). From there, you can sync it to your iPod and that's it: your choice of audio and video programming on your own schedule that you can pause, rewind, fast-forward or even delete.

Imagine being the program director of your own radio station, only you can also decide when the shows are "on the air." That's podcasting, and it will not only change the way you think about media, it will turn all of your downtime into a moment where you can learn, grow and expand or simply listen/watch some mindless entertainment. Podcasting truly is "as you like it."

Yes, you can get the latest in comedy and entertainment, sports and news and more. In fact, the true beauty of podcasting is how much more it is like narrowcasting vs. broadcasting. Interested in knitting? There's a podcast for that (multiple ones!). Interested in magic? Yup, there's more than a few for that subject matter, too. There are thousands of podcasts. Some are professionally produced by some of the more well-known mass-media outlets, while some are recorded on a Logitech headset with a microphone right into a laptop and edited using freeware like Audacity. Some are slick with high production values and others are more rugged and reminiscent of pirate radio.

There's something for everybody.

While many people listen to or watch podcasts on their laptops or desktops, make no mistake about it, as the iPhone and iPod continue to become an integral part of our day-to-day lives (in fact, the iPod is one of the best-selling consumer electronics devices in history), the portability of media is going to be an increasingly important component of how the mass public consumes media. So, instead of filtering the millions of blogs online or trying to make heads or tails of whether or not you should join FriendFeed, you can grab a handful of audio (or video) podcasts, sync them on to your iPod and head outside for the few months of summer we have in the city.

Here are six great podcasts that will get you excited about business, technology and new media (in alphabetical order):

1. For Immediate Release - The Hobson & Holtz Report - is hosted by Shel Holtz and Neville Hobson. This twice-weekly podcast usually runs about an hour per episode and features conversations and news critique on the state of public relations, communications and technology. If you like FIR, you might also want to check out Inside PR, JaffeJuice, Managing the Gray, and Marketing Over Coffee.

2. Harvard Business IdeaCast - from the publishers of the Harvard Business Review, this podcast (which you can get in audio and video formats) features great commentary from the top thinkers on the topics of management and leadership.

3. On the Media - courtesy of the good folks at National Public Radio, On the Media points a critical eye on items in the news and in the public forum. It can be highly critical but always presents new ways of looking not just at the news, but at ourselves.

4. Spark - Nora Young from the CBC hosts this show about technology and culture. It boasts itself as an "online collaboration" as it includes the community's thoughts, comments and insights, which helps to drive and push the programming content.

5. TED Talks - usually reserved for the one thousand people invited to this exclusive annual conference that has been dubbed, "gymnastics for the brain," TED Talks features the now-famous 18-minute presentations from some of the world's smartest thinkers and brightest minds (you can get the as both audio or video).

6. This Week In Tech - Leo Laporte is best-known as host of multiple TV shows on TechTV (now G4TechTV). The likeable and passionate technology guy loves to break it all down, explaining technology and keeping it simple for the everyday person. This Week In Tech, is his star-studded show for geeks, nerds and closet techies. Laporte is always entertaining and consistently discusses new and emerging technologies (hardware, software and online) to keep you ahead of your peers and the curve.

So, take a dive down the rabbit-hole that is podcasting. You'll never watch or listen to traditional mass media the same way again.

Which Podcasts have helped you shape the way you think about business, technology and new media?

The above posting is my twice-monthly column for the Montreal Gazette and Vancouver Sun newspapers called, New Business - Six Pixels of Separation. I cross-post it here with all the links and tags for your reading pleasure, but you can check out the original versions online here:

- Montreal Gazette - Here's six podcasts you should listen to.
-
Vancouver Sun - Podcasts can change the way you become informed.

Tags: apple audacity audio blog broadcasting canwest consumer electronic device content for immediate release friendfeed g4techtv harvard business ideacast harvard business review inside pr internet culture iphone ipod itunes jaffejuice leo laporte logitech managing the gray marketing over coffee mass media media montreal gazette mp3 narrowcasting national public radio neville hobson nora young npr on the media podcast podcasting portable media production value publishing rss shel holtz spark streaming audio subscription technology techtv ted ted talks this week in tech twit twitter vancouver sun video viral video wav youtube

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Date: Thursday, 02 Jul 2009 02:35

There are those who write books that explain where the world is at. There are those who write books about where the world is going. If you do the latter, you have to be prepared for the disbelievers and haters.

Chris Anderson is the editor of Wired Magazine who also had a stellar best-selling business book called, The Long Tail. As you'll note in this excellent interview with Anderson (Managing The Gray – Chris Anderson Interview), he is quick to admit that his books take ideas that are already "out there" and packages the content together with data, stories and more (to be honest, he is being more than a little humble. Being able to coin a term or point out a new way of doing things is never so easy or obvious). His latest book is called, Free - The Future of a Radical Price, in which Anderson discusses an interesting new business model where giving something away for free is actually good (and smart) for business. It's not entirely radical if you check out the many common examples we have been seeing in the past few years that validate his thesis (think about Suze Orman, who gave her entire book away as a free download in conjunction with an appearance on Oprah and still had a #1 best-selling book). He even pre-tested the concept with this cover story in Wired Magazine back in February 2008: Free! Why $0.00 Is The Future Of Business.

The idea of giving your stuff away for free will shock and dismay many business people and popular thinkers.

In the latest issue of The New Yorker, best-selling business book author and journalist, Malcolm Gladwell (he of Tipping Point, Blink and Outliers fame) takes exception to some of the concepts that Anderson published. You can read the full book review here: Priced To Sell – Is Free The Future? Anderson responds to Gladwell's criticism on his own Blog here: Dear Malcolm: Why so threatened?

This is what makes the Internet (and, more specifically, Blogs) so amazing. Almost instantaneous back and forth with additional comments from the community as well. It becomes one big and thoroughly engaging discussion, conversation and debate.

Even Seth Godin (another best-selling business book author – Purple Cow, Tribes, etc…) added his perspective here: Malcolm is wrong. Like all great debates, it's clear that there are (at least) three sides to this story, but Godin makes some very salient points: "Like all dying industries, the old perfect businesses will whine, criticize, demonize and most of all, lobby for relief. It won't work. The big reason is simple: In a world of free, everyone can play. This is huge. When there are thousands of people writing about something, many will be willing to do it for free (like poets) and some of them might even be really good (like some poets). There is no poetry shortage."

If Anderson, Gladwell and Godin are in the midst of this very fascinating debate, the least you can do is take a read-through of the links above, learn about the topic and – if you're interested – join the conversation.

Seth Godin even set-up a Squidoo lens to debate the topic right here: The FREE Debate.

Tags: author best-selling book blink blog business business book chris anderson conversation free internet interview malcolm gladwell managing the gray new yorker online debate oprah outliers publishing purple cow radical idea seth godin squidoo suze orman the long tail tipping point tribes wired magazine

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Date: Wednesday, 01 Jul 2009 02:02

Being creative is not easy. Being original is not easy. Reading books on how to be creative and how to be original is not something that many people do often enough (myself included).

There's also a huge difference in being creative for the sake of exploring some new unchartered personal territory (like taking a class in sculpting), but it's not so obvious what to do when it comes to being creative in business. Many of us have Blogs, Podcasts, Twitter accounts, Facebook profiles and more, but are often stumped with what – exactly – to create and publish. What is the secret sauce for people who consistently publish content? While some have tried, it's not something that is clearly definable (hence the term, "secret sauce"). That being said, there are some ways to look at things differently and inspire your more creative business side.

Here's how…

Six Ways To Find Business Inspiration:

  1. Get A Clue(train) – If you have not read the book, The Cluetrain Manifesto (by Rick Levine, Christopher Locke, Doc Searls and David Weinberger), then that in and of itself should give you fodder for years to come. If you've dog-eared and post-it noted your book to death, then crack it open one more time to any random page, take a read and write out what you can do in your industry in relation to whatever topic you just consumed. Side note: Basic Books just released a special 10th Anniversary Edition hardcover edition with some new/additional content.
  2. Follow The Ads – Every year there are multiple advertising industry trade magazines that highlight the "best of the year." The ads include everything from TV and radio to out-of-home and online advertising. You may think that the 30-second spot is dead, but these award winners are clever and inspiring. How well can you convey your story?
  3. Never Eat Alone - Grab someone who inspires you and take them to lunch. You pay. Just enjoy the conversation and please don't have any set agenda or be thinking about how to create a deal. Just enjoy the conversation and company.
  4. Listen And Learn – Head over to iTunes and subscribe to a Podcast that interests you. Listen to a few episodes and write out what you've learned on your Blog. If you don't have a Blog, ask someone who does have a Blog if they would be open to a guest post from you.
  5. Learn about someone you hate - Read the biography of someone you never respected (in history or business). It might surprise you how they rose to power, what it meant to them and how it changed the world (for the better or for the worse). Sometimes we learn most by reading about people we would never want to act like. Learning what not to do is sometimes as important as learning what to do.
  6. Read a comic book – Odds are the story won't exactly rock your world, but reflect on what goes into a single issue of a comic book: from the story and art to the pencilling and publishing. If you have seen the blockbuster movie, Iron Man, you have to be able to appreciate that someone came up with the concept for him in the early 1960s.

It was Albert Einstein who said: "Imagination is more important than knowledge. For knowledge is limited to all we now know and understand, while imagination embraces the entire world, and all there ever will be to know and understand."

How do you get inspired when it comes to new thinking for business?

Tags: advertising albert einstein basic books biography blog business business book christopher locke cluetrain manifesto comic book content creativity david weinberger doc searls facebook history imagination inspiration iron man itunes never eat alone online advertising originality podcast publish reading rick levine secret sauce twitter

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Date: Tuesday, 30 Jun 2009 03:30

Blogging is dead. Twitter is dead. MySpace is dead. Podcasting is dead. Dead is dead.

Let's trot out the "fill-in-the-blank is dead" horse and beat it one last time, shall we? Whether we're dumping MySpace for Facebook, Twitter for FriendFeed, Habbo Hotel for Club Penguin, or everything for Lifestreaming, we should all be able to step-away from and recognize that the mass population does not have a fighting chance anymore. We're taking it away from them. Our constant and consistent infatuation with the latest (and greatest) shiny object in a world where these objects are being created and popularized on the fly is going to cause so much confusion that we may start seeing people recoil simply because they can't keep pace and they are (rightfully) confused.

Is this Digital Darwinism at its finest?

Some might rightfully argue that the speed of change and rapid developments in technology are only going to increase and those that can't keep up (or keep ahead) are going to be left behind. It's fair to say that when you're on the bleeding edge, but there is a more practical and rational opportunity here. Marketers might be best served in helping their clients and partners understand that it's not about which platform is the newest, but rather which platforms will drive the overall business strategy furthest.

For some, the latest and greatest does this.

But, for most, it doesn't. Yes, we now have the ability to lifestream brands out to the world. From short and long copy to images, audio and video, everything is easy to produce, quick to publish and simple to maintain, but it's not for everybody. Don't believe me? Check out the article, Forget Twitter; Your Best Marketing Tool Is the Humble Product Review, from Ad Age today:

"…marketers are learning to listen. And for all the ink spilled on the importance of Twitter and Facebook as feedback and customer-service channels, there's another social-media tool marketers are increasingly finding useful, not just as an online-shopping tool but as an internal, culturally changing consumer-criticism channel: the humble product review. The feedback is altering not just how the marketing department works but also how companies design their products and work with suppliers. And it's not limited to small, nimble players; companies using product reviews range from niche retailers such as Oriental Trading Co. to big, broad-based behemoths such as Walmart."

While the main crux of the article focuses on the power of peer reviews (a topic near and dear to my heart), it forces Marketers to realize that sometimes, it is the simple things that can take you furthest (asking for, publishing and responding to real people's feedback) and sometimes those things may not be the media darlings du jour.

To really take advantage of all of the new platforms and channels to communicate, we're going to have to get better at understanding what they truly are (and what they represent to our consumers) before jumping ship to whatever next just showed up in our Web browser. To do that, we have to let these platforms mature over time and prove themselves.

Are we there yet?

Maybe we need to give things more of a fighting chance?

Tags: ad age advertising age bleeding edge blog brand business strategy change club penguin communications consumers customer service digital darwinism feedback friendfeed habbo hotel lifestream marketer marketing myspace online shopping oriental trading co peer review platform podcast product review publish shiny object syndrome social media technology twitter walmart

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Date: Monday, 29 Jun 2009 15:14

Following is the first print review of my forthcoming book, Six Pixels of Separation, courtesy of Publisher's Weekly. The real "first" review was a video review done by Chris Brogan (over here: Don’t Trust My Review of Six Pixels of Separation).

Six Pixels of Separation - Everyone is Connected. Connect Your Business to Everyone Mitch Joel. Grand Central/Business Plus, $26.99 (273p) ISBN 978-0-446-54823-6

A digital marketing maven who parlayed a podcast into a thriving career, Joel extends the notion of human interconnectedness by six degrees to the virtual world. With abundant Internet social networking sites and mobile texting, “we are all intrinsically connected," he argues in this accessible primer to capitalizing on connections to increase brand awareness. New breeds of entrepreneurs are being created daily, he asserts, using free publishing tools available on the Internet to create brands and develop audiences on a scale that rivals the biggest firms in the world. Joel cites such success stories as Gary Vaynerchuk of Wine Library, who transformed his parents' New Jersey liquor store from a $4 million business to a $45 million one in five years by connecting to Facebook and Twitter and creating a video podcast to lure customers. More than a mere collection of inspirational case studies, the book offers practical advice, from choosing a catchy blog name to tips on Web presentation. Joel has created an eminently readable guide to harnessing the various tools available across the virtual landscape. (Sept.)

If you're interested in buying a book (or a thousand), you can pre-order it now (top left-corner of this Blog).

You can find the original review publisher over here: Publisher's Weekly – Six Pixels of Separation.

Tags: book review brand awareness business book business plus chris brogan digital marketing entrepreneur facebook gary vaynerchuk grand central publishing hachette book group internet mobile online social networking podcast publishers weekly publishing publishing industry twitter video podcast virtual world wine library

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Date: Monday, 29 Jun 2009 02:27

Editors used to control the journalists and decided which words made it to which pages. Music companies used to control the musicians and decided which albums made it into the record stores. TV stations used to control the actors and decided who got to star in which programs. 

From luxury items to concert tickets, everything we've really known (and been successful with) in the Marketing industry was (to some extent) based on the scarcity model. Whether it was 20% more or 40% off, it was always for a "limited time". So, here's another shift that we don't talk about enough: the new media channels are not about scarcity, they are about abundance. It's not about deciding who gets access to who, it's about everybody having access to everybody.

Can we truly understand value without the scarcity?

Whether we're talking about comic books or an old bottle wine, we tend to place a higher value on the things that we can only have less of. Don't believe me? Look at the environment. Pushing this idea out further, notice how the most modern of new media mavens get all excited when they are featured on national television or score a book deal. The reality is that everyone has a Blog or Twitter account (just like them), but if they can get their content into a place that others cannot, then it's that much more exciting.

Those calling for the death of traditional mass media, don't really understand what is going to happen.

We (as a collective society) know no other way. If you take away the scarcity, we truly have no idea how to value it. In fact, I'd argue that we don't value it. Personal anecdote: I await - with bated breath - the latest issue of Wired Magazine but have no issue deleting 180 news items from the Wired Blog as "mark as read". Why? Simply put, the magazine comes out only once a month, it is scarce when compared to the twenty-four hour onslaught of digital content through my RSS reader. Once someone curates and edits the content in print versus simply filling the digital void, the value of the content in the magazine "seems" scarcer than a model where the funnel needs to constantly be filled.

How are Marketers really going to Market and connect with consumers if what they're Marketing is no longer scarce (or perceived that way) or if the channels in which they're Marketing are no longer perceived as valuable because anybody and everybody can publish?

Tags: abundance blog broadcasting content digital content editor journalist magazine marketer marketing mass media music industry new media print publishing rss scarcity traditional media tv stations twitter value wired magazine

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