Humping The (new) Media Landscape

What can you learn from artists about engagement?

 

 

Touch lights by paperJAM

 

"In these challenging economic times, it is important that artists devise new ways to create, share, think, and dream about what is possible."  -  FIGMENT website

Figment, an anual event held in NYC (and several other cities across the country), is a festival of art that is interactive and participatory. "You touch it, smell it, write on it, talk to it, dance with it, play with it, learn from it. Interactive art creates a dynamic collaboration between the artist, the audience and their environment." (via figment.com)

What you end up is a pretty wild, and I mean untamed. Works range from whimsical or silly to amazing and even, quite possibly dangerous. But ultimately, it offers visitors a chance to consider the idea of engagement from a lot of perspectives.

 

A colorful, splashy enterance to an oversized tree house is a fun invitiation to investigate. Others presented a pathway or a mysterious opening encouraging curiousity. Still others ask a question or leave a mad-lib a fill in the blank to say "what's missing here? YOU!"

Anyone involved in communications, marketing, media etc. can learn a lot from artists who are experimenting with such interactivity.

 

Live! by Asha Ganpat

 

 

 

Face of Liberty by Zaq Landsberg

 

 

 

 

I'll take macramé over Blu-ray, anyday!

Despite the fact that it's all about YOU,  for many of the marketers vying for your attention, Target, would like to remind us that YOU can only go so far, with that whole personality, thing.

A series of commercials with the tag-line "Time for some new traditions?" serves up a narcissistic perspective on gifting just in time for the holidays!

At first look, this commercial could be seen as celebrating the wacky creativity of making up fun festive foods, but this is not the case. Several normal-type actors proudly present their off beat edible creations to the camera. Their faces are hopeful and eager to please you. However, by the time the tagline appears at the end of the commercial it is clear that you are supposed to feel sad for these people. And sure enough, the link which popped up after watching this video within a banner ad directed me to Target's website to order entire ready-made holiday meals (link). Read: spare yourself the embarrassment.

The other commercial in this series follow suit.

In this scenario you observe two couples exchanging gifts. Couple 1 gives Couple 2 a Blu Ray player (a little extravagant, no?). In return, with the same eager goofy smiles, couple 2 presents couple 1 with a macrame covered boombox (ok, that actually is awesome!) which the lady of the couple 2 apparently made. Couple 1 exchange awkward glances at each other and try to act polite by saying "this smells like a cat". 

The didactic tone of these commercials is reminiscent of a classic 1950's social instruction film. Poor Suzy she dresses sloppy and the other kids say mean things about her, don't be a Sloppy Suzy! Similarly, these commercials serve as a warning that others might be embarrassed FOR you. Should you be tempted to give out crafty crap as gifts or invent recipes, remember your friends and family think that's weird. Make everyone more comfortable and just buy stuff from Target.

The set up of these ads is meant to remind the audience of what it feels like when you have to be gracious and accept a gift that you don't really like. The implication is that this is always negative experience. But in actuality, it feels equally as great to receive something someone made for you as it does to make something for someone else. These commercials encourage a perspective of childlike narcissism only to play it against the common social anxiety felt about pleasing other people.

On a whole Target's advertising is a cut above. Their stylish and simple Worholian celebrations of commerce are completely transparent and effective, even a pre-Black Friday series featuring the comedic talent of Maria Bamford were fun without being insulting. Target has proved that it is possible to still sell things people without putting out a negative message and I guess, that's why this set of commercials feels cheap and lazy to me.

So yes, Target, it is time for some new traditions... make whatever inventive food and gifts you want to give to your friends and family this holiday season in confidence that they will love you even more for doing so.

If you don't have time or inclination to make shit for your friends and family, this holiday season, you should at least support other people who do. Considering making a stop at a local craft fair (Bust Craftacular - Sun Dec 6th in NYC!) or visit the always open online craft fantasia website Etsy.com.

Your Personality Sucks

Vampire fantasy is inescapable. Today, confronted by an onslaught of particularly annoying advertising, I got to thinking about the real bloodsuckers and why we are so poorly equipped to resist them.

Yes, real vampires exist and they are way more annoying than the sparkly kind and far less sexy than the interviewed kind, but don't worry, they are equally as needy!

Edward: I have to tell you something. The reason why you are one dimensional, is because I stole your personality from you while you were busy updating your iPod apps in chem lab this morning. sorry.

Bella: That's OK, I never really had that much stake in it to begin with. Can we make out now?

So, while Ed and Bella do that, we can talk about the latest Yahoo! brand campaign.

This ad in particular, has me fired up

Now the internet has a personality. Yours.

Yahoo!: Single White Website (thanks to @dloher for that subtitle!)

On the one hand I applaud it's honesty. Openly stating that your brand has nothing to offer is pretty bold. And it's true. YOU are the product that many media companies now sell to each other. If they can't convince millions of us use their service, they got nothing. Currently, these businesses trade us services and tools for personal data and this works pretty well. But as a long term business plan? How long can this value proposition hold up?

As long as they can convince us that we are the center of the YOUniverse. And so, vampires they must become.

I saw Jonathan Zittrain give this Minds For Sale, talk at the Digital Labor conference last month. He goes through examples of the many ethically questionable deals businesses are making with individuals online all the time. I am interested specifically, in the exploitation of individuals personalities/identities but he essentially covers the same issues and frameworks. Well worth a watch plus Zittrain keeps it entertaining.

Also, it's not because they are vampires that you want to suck face with them, its because they are 16, you creepy pedophiles!

Personal Branding in The Internet Public Sphere

Some general notes for Media Studies: Ideas Final

I would like to address the recent trend, calling for individuals to craft their identities online as if they were a brand. On the one hand, learning to use the internet as a tool can be very effective for individuals with a specific goal. On the other, creating a brand of oneself denigrates identities into shallow demographics. This may be great for marketers eager to figure out how to funnel the communications of individuals online into ad placements but is it good for the internet as a public sphere and the individuals that make it up? This trend works against diversity which, in theory, would be what is important for growth and survival of any living organism.

Individuals identities online are also useful to brands right now, because they offer authenticity. When individuals online have effectively branded themselves are their identities less authentic=less valuable. In effect this makes the individual a competitive brand or a potential business partner with corporate identities online. With individuals are seeking to function like brands online and brands looking to be perceived more like individuals, what are the implications of this mediated relationship between corporations and individuals online? What are the ramifications for personal identity and what an identity is vs. a public profile?

Does defining oneself as a brand and acting as such in online interactions, disempower or empower individuals? What is the opposite of this? Online, what really separates individual identities from corporate brands, anyway?

I welcome any suggestions for reading along these lines. I will post whatever I end up using in my research here, as well.

Marketer of the Year

Ad Age names Team Obama Marker of The Year.

Gotta say, I agree.
It's an impressive strategy in a very difficult environment - take notes, people!

The Obama iPhone app is a pretty microsite that includes all the tools any ad hoc Obama canvaser would need. Most notably there is a Call Friends link that lets you score Obama Points (note sure what they are redeemable for exactly? I guess, a better future for your children?) for calling friends numbers, identified from your phone book as being in key states.

Can I Call You Joe?

         The folksy talk of  "Main Street, USA" is in no way a surprising theme in presidential elections. Candidates of all stripes, determined to connect with average Americans, invoke a myriad of clichéd Americana even trotting out a middle-aged out-of-work so-and-so at every campaign stop, who happens to have an incredibly practiced personal narrative to share and a miscellaneous down home accent to go with it. These people serve as surrogates invoking a normalcy that presidential hopefuls can't have, as they have most likely spent their lives either in prep schools or working their less privileged asses off in order to attend a top law school, then in various state houses and then, ideally, getting to know how government actually works in Washington, DC.  They desperately need you, the populace, to identify with their carefully selected surrogates and they need you to do it quickly and definitively.  This concept has been taken to its most absurd turn with the current presidential race, as Governor Sarah Palin makes near constant references to “Joe-Six-Packs” and “Hockey Moms”. 

           Since I initially decided to write on this topic, the subject of a certain Joe so-and-so has ballooned to degree of absurdity beyond my wildest expectations. Something about hearing Governor Palin in the Vice-Presidential debate repeatedly calling out to her audience, the person watching her at home on the TV as “Joe Six-Pack”, struck me as very peculiar. First of all, it seemed an odd choice of words; essentially, calling ones audience by a derogatory name. But there was something else that made it feel even more inappropriate in this context. Why was this term was so familiar and yet wrong? Then I remembered, its a television industry term used to describe a marketing demographic. Use of this term betrays the humility it is meant to bestow on Governor Palin, because it is language of a marketing strategy rather than an actual down-home turn of phrase. Peggy Noonan described Palin’s entire performance as “an infomercial pitch for charm in politics” transparent yet effective. Noonan asks, at what point “shiny, happy populism becomes cheerful manipulation.”1  For me this indicated a fascinating breakdown of the communication structure, where the seams of this shiny, happy populism are ripped and the strategic manipulation beneath is revealed.

Click to read the rest of what I wrote on the subject

This is a link to a great interview with several demographics experts related to the election on Salon.

the little things

Great quote from David Armano of Logic+Emotion :

"We live in a world where the little things really do matter. Each encounter no matter how brief is a micro interaction which makes a deposit or withdrawal from our rational and emotional subconscious. The sum of these interactions and encounters adds up to how we feel about a particular product, brand or service. Little things. Feelings. They influence our everyday behaviors more than we realize.”

Battle at National Geographic: liveblogging OMMA Global

KeyNote: Rob Covey, SVP of Content Development and Design - National Geographic Digital Media

National Geographic is doing a lot to extend their content across platforms. Rob is showing some of the ways they have opened up their site to user generated content in a way that doesn't devalue the National Geo brand. They have been working with this longer than many content companies.

I wonder if the reason why this came more hmmm... shall we say, naturally, to them is because they are concerned with getting out an overall message to the public. This presentation even began with a video of employees explaining that they are passionate about these efforts because it helps with their goal of getting people to see and care about the natural environment. They have a clear goal as to why they are doing these things that is, of course tempered by $$, but is ultimately larger. I can see why that would  keep a team excited and focused on creating these kinds of campaigns.

Nice to hear someone talking about meaningful experiences with content.

He made a point to express that they are making efforts to monitize all of this especialy since they now have a sweet TV/Print/Web package to offer. Also that all of this is not without the many challenges that everyone faces in this area.

We just watched a video about the elusive Snow Leopard ( Note that ngm site I linked to is built on Typepad!). I want to be a Snow Leopard.

Video: Hyper-Distribution or Hype?:liveblogging OMMA Global

liveblogging OMMA Global Moderator:
Gary Gannaway, CEO, WorldNow
Speakers:
Chris Allen, VP, Director of Video Innovation, Starcom
Mike Henry, SVP, Veoh
Eric Hadley, CMO, Heavy.com
Patrick Keane, Executive Vice President & Chief Marketing Officer, CBS Interactive
Rebecca Paoletti, Director, Video Strategy, Yahoo

In the past Interactive agencies lead the buying for online video but now working more with TV buyers. But its a lot of education  - rebecca: I tell them that if they can put 1% of their TV budget to work in online video they can drastically

Impediments,Challenges,Solutions - to bringing advertisers and agencies to these platforms:

Education - what is in this space and how will my content/brand be represented there?

Measurement - TV people are all CPM but interactive/online CPE is becoming more relevant (cost per engagement - time spent and quality of it not just impressions)

Scale

Understanding what works in a video rich environment - you have to think differently to engage in marketing in this space. Reminding buyers that this is a different experience and different mentality for end user  - you don't have complete share of voice you have a small player and complex context. Re purposing commercials isn't typically going to cut it.

Users will go where they can get the broadest range of content and best experience with it. We need much better navigation and discovery engines in order to really get going with video - it's just not there yet. Large portals get where they are because of the search - people go where they think they will find what they are looking for so untill search develops better its about perception.

In five years everything will be dramaticallly different in this space (all agree) Mobile will be the big thing, video search will be better, devices for getting content will all be linked changing how people find and use it in their lives. Generation that is coming of age in the next 5 years is already very different.

People buy TV for reach and until there is an easy way to replicate that reach they will still prefer to buy TV.

Any categories that have not been able to spend on TV that are a good opportunity for Online: Alcohol, Digital.

Nike - The Second Coming: liveblogging OMMA Global

Catharine P. Taylor, Mediapost's Social Media Insider
Speakers:
Riche Grantham, VP Invention, Sarkissian Mason
Patrick Sarkissian, President, Sarkissian Mason
Mahi De Silva, Co-Founder, Chairman and CEO, Frengo Corporation

I am attending this because it is a case study and it is SO rare at thes conferences to drill down into specifics and pragmatic aspects of getting social marketing campaigns done. Also I ma increasingly involved in developing the kinds of campaigns that agencies are often charged with so the agency take is always of interest.

Slide about the growth of mobile, SMS, social media in market - lots of growth.

What are the areas where Mobile technologies and Social Media intersect?

What are the disruptive changes that are occurring int he mobile ecosystem?

"Freemium" is the future - giving away services/content that was once 'premium' as a taste

iPhone/Android and open source

Part 1) campaign is a spot created by Wieden Kennedy

Part 2) Mashup tools and content made available

Part 3) Standard viral sharing tools for social networks but also allowed downloading so users can put them anywhere AND tool for sending to phones.

1.5 M users in 6 months - 6 min adv visit

Now we frengo is talking about Flirtable - not sure why yet. It let's you send little 'gifts' and look at profiles on a phone - it extends across  many social networks - Facebook, Bebo etc..Provides the same experience on any site on any network.

started to put advertising around this content - 1800flowers and then Love Guru movie "this is crazy but we signed up 40K people per hour to the Love Guru fan club when we first launched this"

created an Icanhascheezburger to go site for mobile.

Meetup.com - applying geotargeting to mobile from personal profile info online - can send users info about events, businesses near them that related to their interests. This is where mobile/social gets really useful.

How did you drive people to the site?

Promoted on Nike properties and media buy within sports enthusiast groups as 'get outtakes' from the commercial.

mobile is getting higher engagement numbers  - clickthrough rate on mobile banner is much greater than standard online banners. Ultimately this targeted engagement is what will convince people to pay more attention/money on it in the future. changing the way people look at mobile as a campaign media.

not all targets are 18-24 - what will it take to reach older demo with mobile campaigns?

behaviors are changing. Content and hardware becoming more tailored to different audiences.