— blending the mix

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August, 2007 Monthly archive

If ever there was a sign that social networks are here to stay, it is with the below:

The BBC are now allowing people to tag their content into all of the above bookmark sites, but importantly, Facbook is there too.

The BBC are great advocates of Facebook – their network has just under 9,000 members (!) but what I feel is significant is that they consider Facebook to be of such importance that they want us, the end user to join in too. By September, analysts expect Facebook to me bigger than MySpace but how much bogger can it become now it has the support of the BBC?

The cynic in me wonders what is in it for them!

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this is my imagini profile badge ————->

I stumbled across Imagini today, which, with 4.2M + members is a surprise I haven’t already stumbled accross it!

With so much content (and inevitably, text) being created in social networks, imagini takes a refreshingly different approach.

By answering lifestyle questions with your choice of image form a selection of 15 per question, Imagini builds up a profile of the type of person you are – and it works!

Delving deeper into the "profiling", you are able to create a wish list "My dream holiday is here…, I wish I could drive…" etc.

Imagini then locates web-based resources that either show me the most stunning places I might stay on holiday or a track-day where I can drive my dream car.

With a facebook applicatin on the way, Imagini is an ad-man and marketeer’s dream. Product placement, paid-for links to exterior product sites…"tomorrow Rodders we’ll all be millionaires".

Try it, you’ll love it.

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Is this not the most stunning piece of machinery you have EVER seen – and I mean EVER.

You know, even if the OS was pants, it would still be a pleasure to use the new imac.

When you also take into account the new iWork suite of software, it looks like Apple have the desktop market ALL SEWN UP!

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Admit it, since the outing of Fake Steve, it just isn’t the same is it?

 

 

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For those lucky enough not to be a subscriber, I have copied the offending article below so readers can see just how pitiful an excuse this is for PR:

Social networking site Facebook is a tough nut to crack for marketers as paranoia is rife about unsolicited data collection. Smart brands are giving users something positive to talk about

Social networking sites may be a dream for ID thieves, according to an Equifax report (precisionmarketing.co.uk), but the marketing community is still keen to get in on the act. The trouble is, subtlety is rarely top of marketers’ agenda.

The latest phenomenon, Facebook, has accrued over 30 million users and witnessed a 523 per cent growth between November 2006 and May 2007. But despite the launch of Facebook Platform – enabling brand-owners to engage with users – most companies have yet to exploit the site’s popularity.

Rory Sutherland, Ogilvy’s executive creative director and Facebook devotee, says brands must exercise caution: “Like any community, you have to earn your place within it.”

Social networks are harder to crack than traditional media outlets, where brands can secure a place as long as they have enough money. The only brand to make significant inroads on Facebook Platform so far is Red Bull. The energy drink created a branded version of rock paper scissors that users can play with their Facebook friends. It has been downloaded by over 300,000 users.

Sutherland believes this kind of functionality is vital for a brand to be accepted. “Brands must demonstrate their value, rather than preach to the audience,” he says.

Unlike other social networks, users only interact with people they know. To attempt to befriend a stranger is a faux pas. Facebook is seen by its users as an extension of their social lives and a tool to help develop their relationships.

Another application lets users display the books they have read recently. Friends who browse your list of books can read your reviews and then click through to that book on Amazon and buy it.

A small group of brands have run banner ads on the site, but Simon Mansell, managing director of digital agency TBG London, says: “When we run ads through a network, we ask them to exclude social networking sites.” Clients who have run banner ads on Facebook have reported click-through rates as low as 0.04 per cent.

Facebook founder Mark Zuckerberg (pictured top) has promised to provide advertisers with new ways to reach users, but brands must take care not to stoke the paranoia spreading through Facebook that third parties are only there to poach personal data for marketing databases.”

Hat-tip to Simon Mansell though who clearly knows what he is talking about.

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In a stark statement of "we haven’t got a bloody clue what it means yet but we desperately want to sound like we do…until we do" Rory Sutherland, Ogilvy’s executive creative director insults all our intelligence with a thinly veiled piece of 1990’s reminiscent PR crap stating in a terrible piece of marketing journalism:

"Like any community, you have to earn your place within it."

No, really…I am mean REALLY is that what we need to do?

It gets better:

"Brands must demonstrate their value, rather than preach to the audience."

Revolutionary. Truly revolutionary thinking.

Then again, this coming from a company promoting "Global 360 Degree Brand Stewardship®" – in other words, going round in circles…

To be fair to Rory (who I do not know) precisionmarketing’s appallingly conceived, clearly sponsored article is a sham and even originates as something to do with Equifax and how social networks are rife for ID thieves. Did Rory really know what drivel he was being part of?

Do these people really think this type of journalism still washes?

What utter, pathetic journalism. Is this really as good as modern marketing journalism get?

Precision Marketing – be aware that better print magazines are going out of business and they infinitely more on the ball than you.

As the incomparable Hugh MalLeod puts it:

"Technology changes – humans don’t"

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