24 May 2010

For fuck’s sake, stop commenting under a fake name.

I don’t mean here. You can be anonymous all you like here.

I mean on trade press websites. If you’re from the agency or the client the article is about, the general rule should be not to comment. And if you do, do it under your real name with a link back to your blog/twitter account/email address.

Even if for no other reason than the fact most of these blogs track IP addresses on comments. And you look like a jerk face when you get caught.

#firstworldrants

Posted by Zac Martin

21 May 2010

Unless you have a really fucking good idea, you’re a band or you’re targeting prepubescent emo tweens, do not set up a MySpace page.

It’s a waste of time and money, and it tells the consumer you have no idea what you’re doing.

I can’t believe I’m saying this, but it’s worse than setting up a Facebook Page for the sake of it. Or a Twitter account because everyone else is.

#firstworldrants

Posted by Zac Martin

16 May 2010

Fuck it. I’m getting an iPad.

But why is it so hard to work out the pricing structure if I go with the 3G option? I Googled four different telco’s, and only three had paid search results leading me to the correct place. Two of those asked me to register my interest and told me they’ll get back to me at some point (never). And the one remaining is my current provider who doesn’t give me reception in my own house.

One of the telco’s has an amazing opportunity to get a massive share of the iPad market. Too bad they’re all fucking it up.

That, and the fact they’re all bloody expensive, is the reason I’ll probably go with the WiFi only version.

Posted by Zac Martin

12 May 2010

Generally my thinking goes through phases. What I wrote about a few months ago I may now disagree with.

And my thinking at the moment is about feeding communities content. They don’t have to be large communities, and any brand with any budget can get on it. Look at these three examples…

Expensive: RedBull
Ongoing production of high quality videos.

Moderate: Cabeoke
A mate of mine jumped in a cab the other night. Instead of handing over money, they were offered to put on a costume and sing karaoke until they reached their destination. I’d be willing to put a month’s revenue from this blog’s advertising on that there’d be video content of him somewhere on the internet (interestingly I can’t find it. Damn). They’ve creating their own platform to create and capture content, not with high production values I’m guessing.

Cheap: Dr Pepper
Using an existing platform and simply capturing content.

So maybe I was wrong to criticise Gatorade for this piece of content. As an ad, I think it’s a terrible idea to slap a logo on the end of it. But as a piece of content to feed a community, it’s probably pretty damn awesome.
Posted by Zac Martin

05 May 2010

I’ve seen some posts lately questioning a marketer’s purpose in using Chatroulette. People criticise the lack of long term strategic thinking when it comes to social media, particularly the relevance of a short term campaign.

But if you’re building a community or a following or a tribe or a cult, you need small campaignable ideas to keep them ignited. Or even reward them. Or keep your brand top of mind… you know… so they buy the shit you’re trying to sell.

And Chatroulette could be the perfect platform for your brand to produce a shit load of great content to feed these loyal peeps. And on the cheap too.

Dr Pepper did it well…

So some more advice I said I didn’t want to give on this blog; don’t overlook the small short term campaignable ideas.

You’ll just have to ignore the obligatory masturbators.

Posted by Zac Martin

23 April 2010

People often complain about Facebook’s regular design changes. Yet it improves their experience on the site and they forget about it a week later. But more importantly, these regular updates stop Facebook from doing a MySpace, that is remaining stagnant until a point of irrelevancy.

Perhaps in one of their biggest revamps, today we saw Facebook introduce Open Graph. This is a game changer, and keeps Facebook relevant for an extra umpteen years. Combine that with the high investment many users have with their accounts (identity, networks, memories and content), Facebook isn’t going anywhere any time soon.

And Facebook’s constant changes are the reason. So stop your whinging. And while you’re at it, Like this blog by clicking the button below.

Posted by Zac Martin

13 April 2010

I think the social media community manager role is going to explode over the next year or so. These roles will be responsible for looking after a number of small communities or have a full time gig looking after one big one. Even those that are large enough to run themselves require moderation to an extent.

And the role will be a broad one. They’ll require customer service skills, an understanding of how consumers use social media and technology, analytical skills, basic design skills and the ability to produce and source content.

And if you’re looking for one, I reckon the place to start is with your favourite Twitter personality. Find someone who fits your brand, produces relevant, regular content and manages their following well. Then bring them on board.

Posted by Zac Martin

10 April 2010

My girlfriend received this in her mail box today…

I can only assume it was the result of a class project, perhaps where the best “ad” was chosen to be used as a direct marketing campaign.

It reminded me of something I once heard an academic say not too long ago, “The internet is for nothing but smut and porn”. I’m sure there’s a whole ‘nother blog post in that quote, but maybe the above is a good example of a meme going mainstream, even to a Grade 6er. Or maybe it shows that in the hands of the consumer, all content comes back to Lolcats.

Posted by Zac Martin