Thought I should just raise the question...Have we had enough? Has Big Bro really outliven his lifespan? I think so... But - how about big brother steps down and the audience, us, the viewers become big brother... Not an audited version but 100% managed by the viewer. It's been done on a smaller scale! E.g. When Farfar over took the Diesel page with the Heides.. But live, on air for 90 days? I would watch that...
Will television become more and more like the internet - an unaudited space owned by the world?? Or perhaps big brother should give up on the commercialisation of TV and come full time to the internet...
There have been a few things like this... Send your links below so we can see what has been done and perhaps what could be done!!!!
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I was just reading an article by Jeremiah Owyang, Web Strategist as many of you might know about 'Lunch2.0', a global web2.0 event now in Silicon Valley, Seattle, Singapore and Europe (not sure where in Europe but I want to go...)!
The key insight in this article really does open up one of the questions we are all asking ourselves. Can you successfully 'do' web2.0 with a company that has so much red tape & beauracracy??? Well... Yes!
Off-course you can do it but how well?
The whole principle of web 2.0 is about opening your brand up, letting down the guard in an intelligent way. Jeremy was talking about Big brands have difficulty holding a web2.0 event because they simply cant have a laid back unstructured agenda... Its about interacting, letting the consumer lead and decide...
Yes, as a brand we have to build strategies of how to approach web2.0 but it does take an element of suprise & risk in my opinion and many brands simply aren't willing "at the moment" to do this...
I for one can back this up in Finland! Hardly any clients are willing to let me do what I'd really like to with them - Their comment is "we'll wait and see someone else do it" - How stupid is that I ask you? What kind of forward thinking brand says that???
So the question I ask you, the audience is... Can big brands DO Web2.0?
I know that the intelligent thinkers of today will know what I mean by the above slogan "take two steps back & one step forward..."! I am specifically going to talk about online but I am sure it can be applied in all your specialties!
So why am I saying this... It's simple: think before you do... It's like the old Roat Traffic Authority saying in Australia, "look before you leap"... Don't design before you have thought about it, dont create a website before you know what you need & why your business will be there...
One specific example that happened to me this morning happened like this! Banner created before media strategy or plan, client didn't even know where the banner should click through to... The client asked whether they should have banners OR a website!!!!
Yes, fortunately I have now met them & things will be OK but up until now they have been getting so called 'digital strategy' from a very old school ATL agency! Yes, I am not trying to come down on all agencies as quite frankly I know a few that are now doing a great job handling digital... maybe not in Finland though!
The key is though, handle what you are good at and dont try and take on something you have no idea about unless you are willing to put hard work into it & get a consultant of some type to help you!
The end of the day, the client has had to spend more due to bad advice from the beginning, there is no future strategy and quite frankly, it would have been easier if the client simply didn't go forth with this campaign as they will clearly not be maximising their investment!!!
So: Think before you leap, take a few steps back, analyse your business, your target market and their needs, make a plan, process it clearly... and then commence! Follow up all the way through so we can analyse it clearly at the end & make sure your agencies (media, ATL, BTL, digital etc...) are friendly and talking with each other....
= Successful integrated campaign & ROI (hopefully)!
A study completed by iProspect has outlined that offline channels clearly influence a significant percentage of online search users to subsequently perform queries on search engines based on company name, product/service name, or brand slogan for example that is appearing in offline channels!!!
Taking this into mind, this brings us to the on-going discussion that ATL agencies should ensure that when campaigning with traditional methods, that these terms are clearly outlined to digital partners to ensure complete follow through for each brand online!
I for one have outlined before and am doing so now that in most cases, us digital folk / agencies are left out of a lot of the branding exercises and in many cases I can tell you for sure that in Finland, the client & ATL agency is not giving us this information for our search campaigns! This is directly effected in Paid search and natural search as it should be strongly reflected in the website copy...
The main learning here... more and more integration with agencies is required! Don't lock the digital folk out... Let us in so we can ensure your clients brand & investment is maximised across the medias...
For further information check out:
http://www.iprospect.com/media/press2007_08_20.htm
OK - Let's not loose sight of the actual medias we can use as a client / agency... and what are the medias doing to keep our attention?
Sulake corporation, responsible for Habbo Hotel which was created in Finland and now in over 18 countries acqired Finland's leading social network, IRC Galleria eariler this year...
What does this mean for clients in Finland apart from the fact that Sulake now owns the two most innovative platforms here - Habbo for the kids & IRC for the screenagers? Well, speculation would mean that some pretty dynamic things will happen.
Habbo TV is the first of them...
We have all seen interactive TV but I guess it might be interesting to find out what is happening in the UK, Asia and so on from other BR Bloggers!
Habbo is launching Habbo TV which will allow its already existing fanbase in Finland online to be on TV also! A range of activities will be included but the key is that kids will interact via the Habbo Hotel website directly to Television where they will be able to interview celebreties etc...
Lot's more to follow but what could happen with for example IRC Galleria (Finland's MySpace but much cooler stuff)???
Any insider knowledge on Nokia's so called rival to the iPhone???
The Finnish global giant is promising iPhone a rival which I for one am looking forward. Naturally everyone will do this but what will it offer in addition? Easier for PC users, yes... But will it be as sexy?
For those who haven't seen it... check out the latest viral being circulated around the world:
http://www.070829.com/
Perhaps some initial info which is pretty minimal can be found at:
http://creativity-online.com/work/view?seed=893bec95
OK, I am getting a little sick about talking about Facebook but I think it's great that we finally have evidence to present to clients that it isn't just the Kids / Teenagers using the internet all the time... Britain, Australia... what other countries are going to push for the ban of Facebook, Messenger etc...?
The press is going wild with all this & some of the research I am simply laughinig at... Latest article about us downunder 'surfers' costing Australian enterprises 4 Billion!!! Not sure where they get those stats but funnily enough I think it's cool that finally the corporate world is being punished by the technology we are building...
See the article below... Unfortunatley you'll have to paste each line in to each other as there seems to be a wee bug with the blog at the moment...
http://www.marketingvox.com/archives/2007/08/21/facebook-surfers-cost-australian-enterprises-4b/?camp=newsletter&src=mv&type=textlink
Sorry for my lack of communication over the past month or so but as I mentioned earlier, these nordic folk pretty much shut down over the summer so when in Rome, do as the Romans so they say.... It's a hard life!But the facebook era goes on & on & on....
I moved across this great continent of ours over the past few weeks from Barcelona, across to Croatia & Montenegro & then back up towards Finland and outside of all my learnings that Croatia is a hot market in property and tourism, as is Montenegro, I also learn't that the whole damn world is using Facebook!It was amazing to hear totally non IT savvy folk talk about how great Facebook was. That they no longer need to send group emails and keep in touch with individuals via email but that they do it via Facebook. I have shared many of my holiday pics in facebook as does everybody I know & I have also been using it as a good solid network tool BUT...
The first thing I read on my return is that 70% companies in the UK are banning it to the point that people will loose their jobs if caught using it during work hours! I guess this is proving how big it really is... I do agree that there are way too many garbage apps within it and I am getting a little pissed with the amount of 'poke requests & app requests I am asked to join', but it is most definitely of great benefit for networking & keeping in touch with your friends...
The question is, how far can it go... It has outdone the rest of them easily in my opinion, simply from the feedback I got while on vacation from people who believe you me, are not tech-savvy people and are not under 20 years old!!!
Thoughts???
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Michael Trenerry
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Member since: 03 Jun 2008
Last login: 29 Oct 2009
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