Planning-Affected Thoughts

Happy to be

2011-01-19T22:04:00.002+01:00

Best Facebook Pages 2009

2009-12-02T23:09:00.001+01:00

Top 50 Facebook Pages 2009

View more documents from Willis Wee.

The Social Consumer - McDonald's Presentation

2009-12-02T23:06:00.001+01:00

BDI 11/12 The Social Consumer - McDonald's Presentation

View more documents from Business Development Institute.

Magic sand

2009-11-29T20:15:00.003+01:00

Michelangelo once said "I saw the angel in the marble and carved until I set him free".

When you clearly see your goals, when you perfectly know where you want to go, shapes are so neat... you just can't miss them, every single move is made to point there, it seems there's no space for mistakes... provoking, isn't it?

Anybody else would not understand... because it's hard to share the vision, but step by step, things start to have a meaning, until whole picture, simply, is there.

Virality and video remixing

2009-11-12T11:45:00.008+01:00

A good way to spread virality (through community marketing)

Ragazzi Fuori

Fast & Furious

Images amplify emotions, and the dancing experience may change accordingly.

Anyway, I definitely love this stuff, but couldn't find many examples,
if you have any, please leave a comment.

(Thanks again to Marco Papale)

No matter what you do

2009-11-12T10:41:00.002+01:00

thanks to Marco Papale

Theme Parks Maps Gallery

2009-11-12T09:59:00.007+01:00

How does maps changes thorugh the years?
What is supposed to be more appealing or interesting to show?
Which informations are crucial and which ones may be skipped, instead.
Here is the gallery of maps of theme parks...

- Parkings disappears (they become obvious - and probably too big to be represented)
- 3d perspective dominates
- ...

The one that really surprised me is the map by Marine World in Redwood City, California (1960)

it seems a Google Map screenshot

And here is the oldest one - Bellevue, Manchester UK (1931)

no colors, no 3d... (and no Playstation or Imax to influence the imagery)

I was curious to see which kind of cars where supposed to fill those parking lots and,
just in case you are, here are some examples...

Dodge

Buick

Ford

Web Strategy Matrix: the eight stages of listening: in Italiano

2009-11-11T19:53:00.012+01:00

The italian translation of the "Web Strategy Matrix: the eight stages of Listening" by Jeremiah Owyang,

here is the original post

Web Strategy Matrix: Le otto fasi dell'ascolto

Fase	Descrizione	Risorse necessarie	Effetti
1) Nessun obiettivo	L'organizzazione ha un programma di ascolto ma non ha obiettivi, né utilizza le informazioni in modo utile	Bastano semplici strumenti di notifica, come Google Alerts e i feedreader.	Ad un livello base, semplice presa di conoscenza. Ma senza alcuna azione derivante dai dati raccolti, tutto resta inutile.
2) Monitoraggio delle citazioni del brand	Come i classici rapporti delle media relations, le aziende a questo livello monitorano le citazioni nello spazio sociale. Ma nonostante il monitoraggio, non viene impostata nessuna linea guida sul cosa fare.	Piattaforma d'ascolto con dotata di reportistica basata su keyword legate al brand o al prodotto. Alcuni possibili fornitori sono Radian 6, , Visible Technologies, Techrigy/Alterian, Buzzmetrics and Cymfony, Dow Jones.	Conoscenza approfondita per monitorare il volume dell'uinformazione, seppure non si sia ancora capaci di monitorare la profondità e il tono delle conversazioni. Il risultato è una comprensione parziale delle opportunità
3) Individuazione dei rischi e delle opportunità di mercato	Questo processo proattivo comporta scovare discussioni online che possono portare ad individuare aree calde o possibili opportunità future	Oltre ad una piattaforma d'ascolto lo staff deve attivamente scovare e segnalare le evidenze ai team interni. Sono necessarie strumenti di notifica, e piattaforme d'ascolto	L'azienda può intervenire sulle piccole insoddisfazioni prima che diventino sommosse, identificare i prospect e avvicinare clienti infelici dei propri competitor.
4) Accrescere l'efficacia della campagna	Piuttosto che limitarsi a misurare un'attività di marketing una volta che essa è terminata, utilizzare degli strumenti per fare valutazioni durante lo svolgimento della campagna, permette una maggiore efficacia del marketing in tempo reale.	Risorse dedicate per gestire le reazioni, le attività ed il sentiment dovuti all'attività di marketing E le risorse necessarie per effettuare le dovute ottimizzazioni o correzioni in tempo reale. Di solito vengono utilizzati strumenti tradizionali di web analytics come Omniture, Webtrends e Google Analytics.	Le campagne possono essere rese più efficaci, valorizzando ed investendo sui punti di forza e riducendo l'impatto dei punti di debolezza.
5) Misurare la customer satisfaction	Oltre ai punteggi della customer satisfaction le aziende possono misurare il sentiment in tempo reale. Sysomos e Backtype si concentrano su questi fronti.	I professionisti della customer experience dobvranno allargare il proprio orizzonte al social web, utilizzando una piattaforma d'ascolto e l'analisi del sentiment. Piattaforme di insight come Communispace e Passenger offrono soluzioni di focus groups online.	Le marche hanno la possibilità di misurare in tempo reale l'impatto della soddisfazione o della frustrazione dei propri clienti; durante la fase stessa di interazione. Arrivando ad individuare le aree di miglioramento all'interno del customer lifecycle
6) Rispondere alle richieste dei clienti	Questa risposta proattiva va a trovare i clienti dove loro stanno con l'obiettivo di soddisfare le loro richieste. Ad esempio: l'utente Comcastcares su Twitter chiede ai propri clienti se hanno bisogno di aiuto – quindi risponde.	Un team attivo di customer advocacy che ha il potere, è stato addestrato, ed è pronto per dare risposte in tempo reale quasi ad ogni ora	I clienti sviluppano un senso di maggior soddisfazione, seppure questo insegni loro a "gridare in pubblico" per avere una risposta.
7) Migliore comprensione dei clienti	Facendo evolvere la funzione classica di marketing research, i brand possono accrescere le segmentazioni del target aggiungendo le caratteristiche di socialità ai profili individuati.	Stanno rapidamente emergendo dei sistemi di Social CRM che sono in grado di aggregare le classiche informazioni del target con le loro abitudini, preferenze e luoghi frequentati online: sia Salesforce che SAP hanno dato vita a delle partnership con Twitter per sincronizzare i dati	L'opportunità sta non solo nella possibilità di servire i clienti nel loro medium naturale ma nell'offrire loro una esperienza più ricca, indipendentemente dai touchpiont attivati
8. Essere proattivi e anticipare le esigenze dei clienti	Minority Report: questa forma più sofisticata anticipa a tutti gli effetti ciò che i consumatori diranno o faranno prima che ciò avvenga. Individuando dei pattern all'interno dei dati storici, le aziende possono mettere in campo le risorse necessarie per guidare i prospect e clienti.	Un database clienti avanzato, dotato di una applicazione "predittiva", così come un team proattivo in grado di raggiungere i clienti prima che avvengano incidenti.Una simile applicazione non si è ancora vista.	Identificare i prospect e interessarli prima dei competitor può rendere possibile un funnel più ampio o la riduzione della frustrazione poiché i problemi sono risloti prima che si verifichino or reducing customer frustration as problems are fixed before they happen.

Something you should watch

2009-11-11T12:45:00.005+01:00

Some nights ago I was rambling around San Lorenzo Columns in Milan: a bit of windows shopping with my girlfreind, then we went for a beer, we passed in front of the San Lorenzo Basilica and then we went to the bus station, and then at home.

no, no no... sorry

a bit of windows shopping with my girlfreind, then we went for a beer, we passed in front of the San Lorenzo Basilica, we stopped for a while to see the big entrance, and then we went to the bus station, and then at home.

no, no no... sorry, sorry

now I rememeber: a bit of windows shopping with my girlfreind, then we went for a beer, we passed in front of the San Lorenzo Basilica, we stopped for a while to see the big entrance and... we entered the church where we saw this... magic short film.

I don't know if I believe or not, and I don't know what, and why.. and bla bla bla
but,
sometimes I think we are able to hear that music, or to perceive that armony around us, everything seems to work perfectly. Maybe it is our ability to see the beautiful around us... or maybe angels are really there?

(thanks to Francesco for having found it)

Planning the new Wolkswagen Website... experience

2009-10-08T10:06:00.004+01:00

"Some of the most unusual things about a Volkswagen (website) are things you don't usually see"

Volkswagen APG Creative Strategy Awards 2009

View more documents from Vincent Thome.

Thanks to Vincent Thome for sharing
(and all my compliments for the excellent job)

Knorr & the Social Meal Dramatisation

2009-10-07T15:58:00.005+01:00

Knorr is positioning on the social experience of meals, with its campaign "Power of Mealtimes".
It's an ad, and it sound nostalgic to me... like that "old good tastes", but the bright colors of the commercial take me to the present... don't know.
There's something lacking...
I like the idea but if I think to the nostalgic atmosphere (that might work thinking about food - authenticity) I think that colors, ambients are not very consistent
If I think about the power of the message in the "social media society" I wonder why they didn't use different (or differently) the media...

Anyway... Knorr is trying to add value trough "socialness"

Damage Control: Social Media Reversals

2009-10-07T14:39:00.002+01:00

Worth reading:

"Is Your Brand Under Attack From Blogs and Twitter? Three Examples of Damage Control: Social Media Reversals http://bit.ly/4uRuvx"

Kraft & Naming 2.0

2009-10-07T14:29:00.004+01:00

Kraft Foods Inc. will allow consumers to choose the name of its new, milder version of Vegemite after a storm of complaints from Australian consumers led it to scrap plans to call the spread iSnack2.0.

After receiving 48,000 suggestions to its Web site, consumers can choose from Cheesybite, Creamymate, Smooth, Snackmate, Vegemate and Vegemild, Simon Talbot, Kraft’s corporate affairs head for Australia and New Zealand, said in an e-mailed statement today. The winner will be revealed Oct. 7.

Since Kraft announced the iSnack2.0 name on Sept. 26, thousands have expressed disapproval on blogs, social networking sites and videos uploaded to YouTube. The new spread combines cream cheese with the original salty, pungent Vegemite that has been an Australian staple since 1923.

Read more here
via JOwyang

Le tre sfere della Web Strategy

2009-10-05T19:39:00.004+01:00

This is the italian translation of the post "The three Sphere of the Web Strategy" by Jeremiah Owyang

(Thanks Jeremiah for the post)

---------
Spero che questa possa essere una risorsa utile, di quelle che vengono stampate, salvate e condivise. Si tratta del tema principale di questo blog, l’equilibrio di cui c’è bisogno affinché gli sforzi fatti su web dalle aziende abbiano successo.

Ho pubblicato per la prima volta questo diagramma sul blog nel 2006, aggiornandolo nel 2007, adesso è tempo di rividere la struttura centrale di obiettivi e sfide di un Web Strategist, soprattutto dato che riparto e cambio ruoli.

Chi è un web strategist? In azienda è spesso un soggetto responsabile della visione a lungo termine delle proprietà/caratteristiche web dell’azienda. In una web company, i cui prodotti vivono sul web, è spesso un product manager o CTO. Indifferentemente dal ruolo, le responsabilità sono le stesse: deve saper bilanciare le tre sfere, ed essere sicuro che i suoi sforzi si collochino al centro della loro intersezione.

1) Community Sphere

Per avere successo il Web Strategist deve capire (usando un inseme di tecniche e tattiche) ciò che i clienti e i prospect desiderano. A partire da ricerche di tipo etnografico, dallo studio degli analytics, attraverso un monitoraggio costante della marca e tramite ricerche di tipo primario e secondario, dovrebbe essere in grado di ricstruire il profilo della web experience della propria azienda ed il relativo modello mentale (ovvero: come la marca vive, è rappresentata e pensata attraverso il web n.d.t.)

Competenze specifiche richieste: capacità di capire ed implementare la ricerca, forte comprensione della user experience (che dovrebbe includere competenze sull’usabilità e sull’architettura delle informazioni). Capacità di sintetizzare contenuti da tutta una varietà di fonti in tempo reale: web analytics, feedback dei clienti, sondaggi, communities... Dovrebbe poi avere una spiccata capacità di empatizzare con gli utenti. Ma soprattutto Il Web Strategist dovrebbe essere capace di predire come e dove si sposteranno i consumatori nei prossimi anni – non limitarsi a comprendere la situazione attuale o quella passata.

Le principali raccomandazioni per il 2009-2010: concentrare l’attenzione sul monitoraggio della marca nel social space (i luoghi del web sociale n.d.t.). C’è stato un notevole incremento nell’adozione delle tecnologie sociali da parte degli utenti. Tale incremento ha portato ad uno spostamento dei luoghi in cui avvengono le decisioni d’acquisto (non più soltanto sul vostro sito coroporate). Si tratta di un’opportunità: identificare velocemente chi sono i conumatori, cosa vogliono (e non vogliono) e capire la lingua che usano e che dovremo utilizzare per raggiungerli.

2) Business Sphere

Tuttavia, capire i clienti non è sufficiente, il Web Strategist deve essere in grado di raggiungere obiettvi di business misurabili. Questo leader deve essere capace, ancor prima di identificare i principali stakeholders all’interno dell’organizzazione, di far propri i loro bisogni, stabilire le priorità, e farle quadrare in un piano che incontri i bisogni sia di questi stakeholders, sia della community. Per far funzionare questo delicato ballo, lo stratega deve poter rispondere ai bisogni di una varietà di team interni, effettuare le quotidiane esercitazioni anticendio, e riuscire a raggiungere gli obiettivi dell’azienda. Molti Web Strategist raggiungono gli obiettivi posti dagli stakeholder interni ma non riescono a soddisfare i bisogni della community. Il risultato finale? Un sito che gli utenti visitano raramente... a prendere le decisioni più importanti, poi, vanno altrove.
Competenze specifiche richieste: Capacità di comunicare con un’azienda, comprendere empaticamente i bisogni dei numerosi stakeholders del business e saper priorizzare. Questo leader dovrà inoltre essere un mediatore in grado di tenere a bada e gestire l’acume e la fredda logica degli uomini d’affari in modo da garantire che il team web possa operare in modo efficace. Per quest’ultimo aspetto le capacità manageriali sono decisive: project management, relazioni umane, comunicazione, abilità di definire obiettivi chiari basati su date esatte per i team tecnici e dei contenuti. Infine, il cuore del ruolo include capacità di marketing leadership. pubblicità, media, product management e marketing.
Le principali raccomandazioni per il 2009-2010: In molti casi la recessione ha raggruppato i budget con budget provenienti da campagne e business unit da rinnovare. Dove i budget sono limitati, è importante che il Web Strategist sappia come usare tecnologie poco costose o gratuite come i software per le community, per i blog o gli strumenti di status update interni – seppure sia necessario avere un piano di lungo periodo su come essi possano funzionare. Sul fronte esterno, deve fornire guidelines e risorse ai team interni spiegando come usare il social prima che esso si diffonda alle varie aree dell’azienda senza un framework comune – frammentando la customer experience e sprecando risorse

3) Technology Sphere

Infine un Web Strategist dovrebbe essere un esperto all’interno del suo regno di tecnologie internet. Dovrà essere in grado di conoscere difetti e virtù dell’arsenale di strumenti che ha a disposizione, così come dovrà essere in grado di adottare tutto ciò che di nuovo sta emergendo.
I leader in questi ambiti tendono a compiacersi dei sistemi adottati e configurati, dimenticando di fare dei piani per l’adozione di nuove tecnologie che potrebbero invece accrescere o approfondire le loro possibilità. Se il Web Strategist sta gestendo correttamente la Community Sphere ha già modo di vedere come sta cambiando l’uso della teconologia da parte dei clienti.

Competenze specifiche richieste: Capacità di capire come funziona l’architettura web nel settore internet. Seppure non debba essere un tecnico esperto, dovrebbe esser in grado di capire l’impatto delle tecnologie sul business e sulla community di riferimento. Dovrebbe inoltre tener costantemente d’occhio le tecnologie emergenti e dedicare un percentuale delle proprie risorse alla ricerca e allo sviluppo di nuove tecnologie – senza rimanere mai indietro. Lo stratega dovrebbe dimostrare capacità di innovazione, sperimentare e far pratica con le nuove tecnologie non appena esse emergono – ma senza mai dimenticare gli obiettivi di business di lungo termine

Le principali raccomandazioni per il 2009-2010: Gli strateghi del web devono prepararsi per un nuovo insieme di device connessi (e interconnessi n.d.t.) che stanno rapidamente emergendo. Il social ha colto molte aziende di sorpresa; le tecnologie mobile dentro e fuori dall’azienda impatteranno su quanto rapidamente l’informazione verrà condivisa. Iniziate analizzando le applicazioni a voi correlate e i social network mobile su device evoluti come Blackberry, IPhone e Palm Pre

Per avere successo il Web Strategist deve saper trovare l’equilibrio tra queste tre sfere. Diventare un esperto in ciascuna di esse richiede una forte dedizione, per questo il leader deve potersi affidare al proprio team per ricevere gli input, scovare attivamente informazioni, partecipare a workshop, e leggere libri sui vari argomenti.

Spero che quanto scritto possa aiutarvi per la vostra carriera, o, se state per assumere un manager per questo ruolo, spero che definire che cosa cercare vi sia stato d’aiuto.

Sorry Seth, I don't get you

2009-10-05T14:25:00.006+01:00

Seth Godin on Networking

I really don't get the question or... I really don't get Seth.
Why does he speaks about relations? The man didn't ask him about relations.
mumble....

Is networking useful only for building relations? Or can it be used also for different goals? I'm not Seth and I think so, and I also think Seth agrees.

Social Media Hype Cycle: an opportunity?

2009-10-01T12:08:00.008+01:00

"Since 1995, Gartner has used hype cycles to characterize the over-enthusiasm or "hype" and subsequent disappointment that typically happens with the introduction of new technologies"

In 2009 is quite easy (not that much, ufortunately) to meet marketing and communication directors that definitely stand out from the rest for their excitement about social media (sometimes a little bit too much).
That made me think about the Gartner Graph and I started to wonder how to avoid them the "Trough of disillusionment phase".

Probably, soldiering on about the measuring and tracking necessity (that is too often considered a possible addon for campaigns), and keeping a clear view on what is to measure and its means (see Eyeblaster and their study about Dwell rate) will help reduce the hollow.

However, here a description of the 5 phases

"Technology Trigger" — Product launch or other event that generates significant interest.
"Peak of Inflated Expectations" — a frenzy of publicity typically generates over-enthusiasm and unrealistic expectations.
"Trough of Disillusionment" — Technologies enter the "trough of disillusionment" because they fail to meet expectations and quickly become unfashionable.
"Slope of Enlightenment" — Some businesses continue and experiment to understand the benefits and practical application of the technology.
"Plateau of Productivity" — A technology reaches the "plateau of productivity" as the benefits of it become widely demonstrated and accepted. The technology becomes increasingly stable and evolves in second and third generations.

and here the Wikipedia page

The media is the message

2009-10-01T11:31:00.004+01:00

Pasolini about the TV (1971),

- it doesn't matter who is speaking on the other part of the screen, when you have a microphone and a camera in front of you... you are perceived as more important and authoritative than all the others, and that is a great fraud that Mass Media in general permit: TV is the most anti-democratic of all media

Thanks to Alex of Ninjamarketing for signalling on FB

When heroes get old: superhero decadence

2009-09-30T11:56:00.003+01:00

Barbie is 50, Tweety is 60...

And here you'll find some of the others (if you want to see them all, here is the book)
Thanks to Chiara, Walter and... Donald Soffritti, of course!

Web Marketing, trust and... a coffee.

2009-09-30T10:47:00.015+01:00

I was reading the slideshare presentation (Here) about Ford Social Media Strategy.

They write in their strategy: "Humanize the company, connecting consumers with employees.

Best Buy, realized the Best Buy Connect program through which employees can connect and stay in touch with consumers via Twitter (Here)

Looking at Forrester data we read that company's voice (blog) don't score very well at deserving consumers' trust.

Now. It seems that employees' voice is the hot new media to show the openness and humanity of a company but... for how long will it last?
Consumers are not stupid, what should an employee say about his company if he is part of a clear and monitored communication strategy?
Will people really believe theese employees in the long run? Not. probably.
But in the meantime a new media will grow... and so on.

But... wait a minute, aren't we loosing something in this media-burning process?

E-marketer data show that Americans trust blogs (once the revolutionary channel of free voices) less than Europeans, and the same is going to happen with "peers".

Wherever trust goes, there go companies. Today Americans trust their friends more than every other source of informations... what tomorrow? Will they trust only their parents?
I really look forward to hearing my father telling me which product I should buy.
That is to say that opening direct communication channels risk to be just a tactic move, without a long term transparency vision: how am I going to guarantee that my employees' conversations will be always (perceived as ;-)) honest?

Social implications are quite scaring...

but I started this day really well, and I don't want any emotional pollution... so feel free to think about increasing scepticism, lonelyness and stuff like that... I go for a coffee.

The future of business: challenges and strategic directions

2009-09-30T10:29:00.004+01:00

An inspiring presentation from Alimeter Group:

they identify the main challenges for Leadership, (Connecting with) Customers, Organizations and Innovation, and give some bits of strategic directions...

You can find it Here

Bus tops Project

2009-09-29T12:38:00.002+01:00

Here the the entire presentation

Augmented Reality - Some evidences

2009-09-29T11:52:00.006+01:00

What is Augmented reality?
This Pokemon example shows it really well

Here some more

Trip

Explorations by Hitlab

Toyota IQ

Mini

Hiro

Lego

Night at the museum

Doritos

Fanta

BMW Z4

Rayban

USPS's Virtual Box Simulator

Service based on Augmented Reality

Layar

Sekai Camera Night Drive

Webcam Social Shopper

Sixt Sense Projection Technology - Gestural

Nokia - Mixed reality (Inspirational Clip)

World Builder - (Inspirational Clip)

And here is my preferred one from Burger King!

Here a post about the best 10 AR Applications (here)

Thanks to Cristian Contini e Disruption

Update 02/10/2009: Top Ten augmented reality Devices
Update 15/11/2009: MyIkea

Flashmobs I like

2009-09-29T11:38:00.006+01:00

T-Mobile Dance

Coca Cola

Food Court Musical

Supermarket

No Pants

Singalong

Frozen

Dance - Making of

Michael Jackson Tribute - Stockholm

A couple of links

24-flash-mobs-you-need-to-see-to-believe-videos
Improveverywhere.com

Oliviero Toscani's details at Petra's wine cellar

2009-08-27T22:16:00.008+01:00

Japaning

2009-08-25T12:43:00.004+01:00

The best of Japan? No doubt, Japanese people: never met friendlier, gentler and more helpful people in my travels.

8 ways to boost your creativty

2009-07-28T13:39:00.006+01:00

Difficult times often lead to great innovations - after all, necessity is the mother of invention.

Be inspired by these 8 recommendations written by the New Scientist

1. Embrace your inner grouch
2. Let your mind wonder
3. Play the piano
4. Colour your world blue
5. Seek out creative company
6. Live abroad
7. Be more playful
8. Rise a glass

You can read the enrtire article, written on the New Scientist, here

European search for break

2009-07-23T11:18:00.012+01:00

This is not JWT anxiety index, that you can find here,
but just a quick review of the word "break" in some European countries,
through the service offered by Google Insight

Who is more concerned by "break? Who looks more for it? And when?
Crisis amplified that search? Is there any relevant seasonality? Latin countries perform differently from anglosaxon ones? How does Italians score?
Here we go.

Portuguese probably lead the chart

followed by French and Italian

United States, United Kingdom, and Germany trends are quite flat...

It's quite curious to notice that US is the only country showing a sort of seasonality... first quarter is the harder one, and during the summer the search decrease.
It is intuitive, considering that summer is holyday time, and also a low-internet period, but... why don't we observe the same performances in other countries?

Another surprise is Spain, a latin country like Italy, France an Portugal, but reporting negative trend.

Are they generally less stressed than other countries?
Or are they constantly increasing their commitment?
I'll go deeper into it.

Behaviour and online activity

2009-07-23T09:37:00.003+01:00

"A Stanford Study has revealed a strong negative correlation between time spent on line and time spent interacting with family and friends."

via: John Adams

The five eras of social web

2009-07-22T10:47:00.004+01:00

How will Social Web evolve?

Here is a forecast by Forrester

The Five Eras of the Social Web: 1) Era of Social Relationships: People connect to others and share
2) Era of Social Functionality: Social networks become like operating system
3) Era of Social Colonization: Every experience can now be social
4) Era of Social Context: Personalized and accurate content
5) Era of Social Commerce: Communities define future products and services

An here the predicted timing

But don't forget to read the entire post from Jeremiah's blog, here

Social media future: an enriching experience

2009-07-22T10:20:00.004+01:00

Imagine to bring the social experience everywhere.

For every website you visit will be able to see who visited it (friends... or not)
You will be able to read their comment about the products or services...
And also leave comments or messages for those who will visit that site.

Glue 4.2 Overview from AdaptiveBlue on Vimeo.

And why not on TV? I remember when at school we used to speak about the movie seen the evening before (we had only 6 channels and it was extremely likely that one of friend saw the same program...) it was quite usual to start a conversation asking: what did you watch last evening?

Well, in the future, we will probably have the possibility to see "who is on air", and share comments or rate programs...

Social will not be a place, but an enriching experience.

Dig-Italy?

2009-06-08T15:18:00.009+01:00

An interesting article by E-Marketer shows the frustrating situation we live (and will live) here in Italy.

It's frustrating for me, but... well it may also be an evidence of different communication and lifestyle patterns...

Here the entire article

Anyway, Internet ad spending is increasing and last year overturned radio even if it is definitely insignificant and undervalued if compared with... the time spent with media.

(Censis data)
via: Vincos Blog
here the article

And then I spent some minutes to compare the data (unfortuantely ad spending are of 2009 and penetration of 2007...)

(click to enlarge)

The picture is self explaining (but should be explained!!)

Thanks Roberto

Time Spent on Social Network

2009-06-08T15:12:00.003+01:00

Twitter, Facebook and Tagged seem to be the winning horses

(Nielsen data)

Thanks to Roberto

An anthropologic view about technology

2009-05-21T12:04:00.004+01:00

Simply fascinating... when I decided to work as a planner,
I really hoped to end questioning the world that way.... and I still do.

Here you'll find another video presentation "Nine trends shaping the future of social interactions"
Here the presentation on slideshare
This is his blog

Targeting Online Moms

2009-05-21T11:57:00.004+01:00

Reasearch by Nielsen Online on online moms' activities and behaviours

Here a brief ppt
Here an abstract

Three wishes

2009-05-19T16:05:00.003+01:00

« I put the question first to Thelonious Monk…

if you were given three wishes; to be instantly granted, what would they be?
He was pacing back and forth, and he paused for a moment to gaze out across the river at the New York skyline… Then he gave me an answer… and I said : « But Thelonious… you HAVE those already ! ». He just smiled… and began pacing again… ».

Social Networks need a new ad (?) model.

2009-05-15T13:53:00.003+01:00

eMarketer projects US social network ad spending will fall in 2009.

Problems at MySpace are the main reason for the revision.

As a result of the expected shortfall at MySpace, eMarketer now forecasts that total US social network ad spending will fall 3% to $1.14 billion in 2009, from $1.18 billion in 2008.

Here the article. Emarketer.

"Total social network ad spend in the US will fall from $1.2bn to $1.1bn (£795m) in 2009, mainly due to brands spending 15% less on News Corporation's MySpace, according to eMarketer's revised estimates."

here the article BrandRepublic

Social web experience

2009-05-13T16:27:00.000+01:00

Building Social Web Experience - Euroia 2008

View more presentations from Goffin Laurent.

Evolution is hiddenly working for beauty brands

2009-05-12T12:03:00.004+01:00

"IF YOU have ever sat alone in a bar, depressed by how good-looking everybody else seems to be, take comfort—it may be evolution playing a trick on you.

A study just published in Evolution and Human Behavior by Sarah Hill, a psychologist at the University of Texas, Austin, shows that people of both sexes reckon the sexual competition they face is stronger than it really is. She thinks that is useful: it makes people try harder to attract or keep a mate"

Here the entire article (it's not recent but worthwhile reading... for our ego at least!)

Social Media & Qualitative Research

2009-05-07T15:06:00.000+01:00

Introduction to social media for qualitative research

View more presentations from Francesco D’orazio.

BrandZ 2009 Top 100 Ranking Report

2009-04-30T11:07:00.001+01:00

BrandZ, the most in-depth and actionable study of brands ever undertaken, helps you maximise the rate of return on your brand investments.

Downloadable here

The site contains the published, extensive results of over 650,000 people who were quizzed across thirty-one countries, comparing over 23,000 brands. The information gathered paints a portrait of how brands perform financially, how they are perceived by the public, which category of brand they correspond to and furthermore what their potential for growth is.

Just a thought about loyalty

2009-04-28T11:11:00.003+01:00

As to mobile operators...
is it better selling more services to your customers,
or selling them sevices that make them earn more?

Circuitry Snack

2009-04-28T11:03:00.004+01:00

A sweet way to learn about circuitry... and definitely the best way to think about recycle.
Why don't we eat our trash?

Here the post from evil mad scientist.

Yesterday I saw an automatic vending machine selling cigarettes, coke, beer, chewing gum, and condoms...
Hybrid, fusion, mash up... great times these days.

Current bank

2009-04-24T17:35:00.003+01:00

I would like we had more of these commercials. They avoid the ideal reality (that's great for those brand which want to be perceived as transparent and honest), and show us some real side of life. It's a little bit weird... like hearing people speaking with a strong regional accent on the TV... but it's damn real.

Relax brands: bloggers don't bite

2009-04-23T15:15:00.003+01:00

"Bloggers often—say a few million times a day—post their opinions. But according to CARMA International, those opinions are positive more often than negative.

CARMA found that 41.4% of all blog coverage of select national retailers was positive. Nearly 31% was neutral and only 27.8% was negative"

Here the entire article

Price: that's memorable

2009-04-23T09:55:00.001+01:00

Adwatch is Marketing's exclusive weekly survey that asks 1000 adults which recent TV ads they recall seeing

First three commercials have price at their core:

1. Asda 64% Fallon
2. Aldi 53% McCann Erickson Manchester
3. B&Q 53% Rapier

http://www.marketingmagazine.co.uk/adwatch/

Readings

2009-02-22T19:25:00.003+01:00

1) Ten reasons that social games may eat the casual market
2) Facebook marketing bible
3) Understanding Mobile Coupons
4) SWOT analysis of Mobile Marketing 2009

Google Latitude

2009-02-12T22:46:00.002+01:00

While here you can find Sniff a competitor.

Flirting via Coke

2009-01-29T00:26:00.000+01:00

Changing Times in a fresh language

2009-01-24T23:37:00.004+01:00

Nothing new probably but I liked it for the language they used.
It's entertaining, clear and simple.

I think it's a good way to promote a marketing agency (Scholz and Friends).

via: Jeremiah

Threatening pause

2009-01-24T21:52:00.002+01:00

Just because working with Nestle I have thought so many times at how a pause might be relaxing, energizing, exciting, amusing...

Let's the children fight

2009-01-24T21:29:00.006+01:00

If you're doing nothing, you're supporting the problem.

Really provocative in its perspective twist.
The target is not depicted as "the good boy who can change the world"...
And it obviously worked well to increase awareness: it doubled the traffic on the website and obtained a great viral activity.

Here a great example of the "you can make the difference" approach It's for Amnesty International by Mother London.

Beyond marketing: Ifood

2009-01-19T11:12:00.005+01:00

"The lesson: When a marketer creates something that's actually useful, consumers don't really see it as straight marketing, or they're at least willing to accept advertising as the payoff."

Case: Kraft I food assistant
via: Advertising Age

Business Model Innovation

2009-01-12T15:06:00.004+01:00

Business Model Innovation Matters

View SlideShare presentation or Upload your own. (tags: osterwalder alex)

Thanks to: Max Kava e Roldano De Persio

Social Spark: Connecting advertisers with bloggers

2008-12-22T13:34:00.004+01:00

Connecting advertisers with bloggers through an online marketplace, or... in Jeremiah's words it's an "inventory of bloggers, where you can purchase sponsored blog posts".
I browsed a bit but I didn't find anything similar in the Italian marketplace. A good idea to gain/offer visibility.

The memory of goods

2008-12-10T18:58:00.002+01:00

In Homeopathic medicine,

“…serial dilution, with shaking between each dilution, removes the toxic effects of the substance, while the essential qualities are retained by the diluent (water, sugar, or alcohol).
Common homeopathic preparations are often indistinguishable from the pure diluent because the purported medicinal compound is diluted beyond the point where there is any likelihood that molecules from the original solution are present in the final product… (Wikipedia here)”

Tiziano Terzani is really evocative, he rises fascinating questions about this topic: is it possible that after all those diluting processes the diluent save a sort of memory of the initial substance? Is it that memory that actually treats the illness? What do we really know about what is not “scientific”?

Today I found the website of Whereamiwearing (“a book that explores the complex web of the global garment industry. Author Kelsey Timmerman set out on a world-wide journey to understand where, and by who his clothes were made” via PSFK here), and I started wondering about Terzani’s hipothesis…

How many memories do we bring around?
May they affect our daily life?

Less freedom might open your mind

2008-11-22T16:12:00.007+01:00

My dad hate DVD, CD, divx...
No way you get him to see a rented movie. He loves radio, and in his world I think he would get rid of all the doors and windows, no matter the temperature.
It's somethinkg linked with connectivity.
Public channels (tv or radio), connect you with the rest of the nation, you feel to be open towards the outside, and at the same time you feel to be part of a group, even without joining Facebook.
I remember when I was at school, it was quite easy to find someone asking you: what did you watch yesterday night? Having just six main channel, it was reasonably a good starting point for a chat.

What's more, you didn't choose that much: on one side you had less freedom, but on the other, you might "taste" something unknown.
When we are free to decide we go for something we think we will like, and we will probably avoid all the rest. But, this might represent a barrier to our open mindness.

In a word: curiosity is great to discover something new, but also leaving someone else choose for us.

Good examples: lead India

2008-11-20T23:56:00.001+01:00

I decicded to post this now even if it's nothing new (2008),
and even if I'm not the only one who thinks it's a great campaign (Grand Prix in the Direct Lions)...
I really hope it will be able to inspire at least one Italian newspaper.

Males changing roles

2008-11-19T19:18:00.003+01:00

Last week I read an article about the changing role of men in the society.
It seems it's getting more and more difficult to identify the right kind of relationship and attitude to fit women needs and desires.
Sometimes rough blocks, sometimes sweet lovers... men are struggling to find a proper direction for their new, changing, masculinity.

The issue is perfectly dramatized by the campaign: "save the males" (Baron's brewer)

Italian Youth in early 90s

2008-10-30T10:07:00.003+01:00

A great portrait!

At least Packard's persuasors were hidden

2008-10-29T16:03:00.004+01:00

This is a real Hell

and this is an unreal Paradise

But just the second has something to sell, will it?

Beate-Uhse TV

2008-10-29T13:28:00.002+01:00

Nice creativity, but... are we ready to see innocent children-oriented drawings, mixed with some erotic content?

Ikea: Dream

2008-10-29T13:25:00.000+01:00

Fiat EcoDrive and the green drivers community

2008-10-28T22:56:00.005+01:00

Something to be proud of:

A way to:
- Monitor your driving habits
- Save money
- Decrease pollution
- Challenge your green performance
- Join a community of EcoDrivers (Eco Village)

Everything through a USB key that one can plug into his Fiat car
My best wishes to Fiat to be as successful as the Nike+ project: the idea is great and useful for everybody.

here the website

Massively Multiplayer Online Gaming

2008-10-28T21:00:00.003+01:00

We will probably see many more of these games out there.
I really look forward to seeing someone starting to run without any apparent reason.
It might be a new world for brands too.
Developing interactive experiences in "parallel worlds" will push a step further engagement and brand experience.

but jumping in the street, or try to escape while driving might be dangerous, so please, play responsibly.

via: PSFK

Beyond advertising - Doritos

2008-10-28T13:43:00.004+01:00

What if you could choose to avoid advertising and change it with interesting contents?
Advertising should probably try to be interesting to avoid your filters.
That is: how should advertising be to be considered interesting and worth seeing?
How will we define brand-usefulness?
The need to answer to questions like this is more and more urgent.

Doritos offer a plugin to eliminate advertising from your browser, and change it with the content you prefer, from the internet or from your own hard drive.

via: DoubleBlog

Fear of money

2008-10-27T15:41:00.005+01:00

Yes, it exists.

here a scientific definition.

Transport for London - Useful

2008-10-27T15:26:00.003+01:00

Transport for London is running this campaign in which they promote their Journeyplanner service linking it with major events around the city.
It's a good way to communicate a service, showing how people can use it, and at the same time informing about interesting stuff.

They are in the city, pro the city, for the city.

Wassup 2008

2008-10-25T18:06:00.000+01:00

Best ads on TV

2008-10-24T19:25:00.005+01:00

They also have a podcast on ITunes

Levis': Knockout Here
Anti-Knife Crime Metropolitan Police: Follow Here
Microsoft: New family Here
Microsoft: I'm a PC Here
Pfizer: Be Brave Here
Diesel: Safe work Here
Nike Women: Here I am Here
Tourism Australia: Come Walkabout Here

The true impact of the web

2008-10-24T14:49:00.003+01:00

Views from the future, what the web may be in the next years: great article from Faris Yakob: here

"Suddenly, the web is invisible because it is everywhere. No longer a tool, it is an extension of you, just like the blind person's cane: it is functionally part of how you experience the world."

2010: Entertainment and Communication from Faris Yakob on Vimeo.

via: Only Dead Fish

BMW: DM & press

2008-10-24T14:08:00.004+01:00

Hybrid campaign form BMW. DM mechanisms for a print campaign.

BMW pays for your attention:
Solve the puzzle and you'll have
- incredibly low interest rate
- 10% down payment on 2008 models

Is that enough to push sales?
I don't think so.
But it's a way to enagage, entertain, and show proximity to the audience.

Via Adland

Best ad, marketing, media bloggers

2008-10-24T12:57:00.002+01:00

Yes, I'm late, but it's not a good excuse to avoid this post. It is useful for me, and it can be useful for someone else, so it's worth sharing.

The list of the 150 worlds top media and marketing blogs, by Ad Age: here

James Gordon-MacIntosh has published a UK specific Power 150 ranking on his blog: here

While Nick Burker compiled a list of the best European ones: here

Videogamers today

2008-10-24T09:44:00.008+01:00

IGN Entertainment, and Ipsos Media CT released some research findings from the study "Are you game?", a "comprehensive study examining the growing diversity, consumption patterns and social activity of videogamers".

Videogamers are actually more social and more active than non-gamers
- twice as likely to go out on dates as non-gamers in a given month.
- 13% more likely to go out to a movie
- 11% more likely to play sports
- 9% more likely to go out with friends than non-gamers
Videogamers have surpassed non-gamers as pop culture influencers
- friends and family relied upon them to stay up-to-date about movies and latest technonology
The average age of gamers now topping 30 and more than half of gamers married with kids
The average gaming household income is notably higher than that of non-gaming households
via PFSK
---
It strongly remind me Steven Johnson's theory written in his Everything Bad is Good for You: How Today's Popular Culture Is Actually Making Us Smart

Probably gamers are changing because culture is changing, and games with it. Anyway games may be a sort of accelerator in culture adoption and social adaptation (sharing dynamics, problem solving activities, fast reactions, multi mediality...)

You know what you gain playing games.

But it may be worthwile to think about what you loose, too.

Positioning: summer opponents

2008-10-23T23:43:00.007+01:00

The picture is awful, ok, as soon as i get a job I'll buy a new mobile with a better camera.
In the meantime let me share this ad for directski.com

(Summer has tried and failed)

I like the idea of a winter-suppporter movement against the summer... and I love the summer.
It's probably because it's better to be season-enthusiasts, than season-nostalgic.
Even if it's more appealing for snow lovers, it doesn't alienate the sea fans...
Being against the summer, and standing for the winter, might have propelled many good creativities... unfortunately directski (in it's website at least) doesn't build on the idea...

What's on the other side? An against-winter movement might be interesting as well...

Street Artist Strategy: increasing fund rising

2008-10-23T23:32:00.005+01:00

An ability test may be a good way to increase offerings.

Facebook: apps that "work"

2008-10-22T00:03:00.005+01:00

"The number of published apps continues to grow steadily (to over 32K) but total usage remains flat. Besides the fact that the top 10% of apps account for 98% of total usage, aspiring Facebook app developers should know that only about 6% of apps average at least 500 active users per day"

"the most popular applications on the Myspace platform continue to account for slightly less users than their Facebook counterparts"

That's what Ben Lorica (O'Reilly radar), was writing about Facebook apps usage in July, and here is a chart (May data) about the kind of applications (via Flowdata) that dominate.

Data are not recent, but the picture is quite clear if you want to engage with this audience.

Y&R Brand Asset Valuator

2008-10-21T20:11:00.002+01:00

Promoting their new book The Brand Bubble, at Young & Rubicam decided to give a sample of their Brand Asset Valuator.

It's a powerful tool that allows to explore brands' performance as to the four identified key-dimensions of Relevance, Esteem, Differentiation, and Knowledge.
Here a graph with Audi, BMW, and Toyota

Even the worst need the world

2008-10-21T19:46:00.003+01:00

Even the worst people in the world, need the world,

via The Hidden Persuader

Pomegranatephone: everything you want

2008-10-21T12:37:00.005+01:00

IPhone is dead.
The new Pomegranate phone is much much better...

Projector

Razor

Coffee

Anything you want, here: Pomegranate

Avdertising vs Advertising

2008-10-21T00:42:00.000+01:00

Isn't it weird?

2008-10-16T15:37:00.005+01:00

In Uk we have to drive on the left

but on escalators we have to stand on the right

WHy?

Digital Awards 2007

2008-10-15T14:25:00.003+01:00

The excellence at work.
Thanks to BrandRepublic it is possible to bowse the winning projects of Digital Awards 2007

Don't forget to check out "Nike+". In that case the new product was boosted by a great digital project which attracted, inspired and motivated an entire community. The overall integrated campaign is an outstanding example of engaging communication.
But, most of all, what I really appreciate in this project is its ability to deliver value to the community.

I really liked also "Philips a Simple Switch". When you have to make people really do something, choosing the right gratification is often the hardest part. Charities know it well: you have to convince your audience that their help will actually make a difference.
In this digital project Unit9 greatly dramatized the concept.

Looking forward to seeing who will win in 2008

List of companies embracing social media

2008-10-15T11:07:00.007+01:00

Peter Kim has published a list of companies "using and being used by social media marketing" , it will take a while to review them all, but it's definitely worthwile.
It would be really useful to have an archive with all those efforts, and considering that it is a good publicity for companies too (the list was initially smaller, it grew thanks to many people who wanted to see the name of their companies - or of their clients - in the list), I'm looking forward for someone thinking about it.

Anyway, I'm very happy to see that the first one in the list is Italian... the power of numbers!

here the link

update
I just realized that at Forrester - with their Groundswell Awards - while promoting their book, they are also showing a list of companies who decided to submit their works: here
It would be great to have more of this resources.
If you know any other browsable and public archive of social media initiatives, please let me know, I'll attach them here... waiting for the ultimate list, it might be useful for us all.

Interessante Munich. But you are loosing an opportunity

2008-10-14T13:16:00.007+01:00

Four days in Munich have been really relaxing. Rambling around for museums, beers and parks.
Munich is a lovely city, unfortunately it seems that they are not very interested in tourists or not german-speaking people in general.

It was quite disappointing to discover it in the Deutsche Museum. In the area dedicated to Chemistry the only word I could understand was "interessante"... interesting, isn't it?

And the same at the zoo: Tierpark. Everything was written just in german.

I'm not a real great reader of museums explanations... but in the science museum you loose half of the visit if you can't understand what experiments and tools deal about.

I'm sorry, Munich but I have to say that the most "understandable" museum I visited has been the BMW museum at the olympic park... A lot of "hands on" exhibitions and everything was translated in English.

A great brand-experience delivered by a car company: I think someone in Munich should do something... for science's sake!

Words are boring

2008-10-07T15:41:00.002+01:00

Jamie Oliver: a consistent, clear, helpful, engaging, brand

2008-10-07T12:47:00.004+01:00

A clear mission
Getting the nation excited about cooking delicious meals from scratch again

Addressing customer needs (in the past as well as today)
…when World War II broke out, the government appointed the Ministry of Food to help families make the most of wartime rations. Because of this incredibly valuable service, people knew how to use their food rations properly and were able to eat - and live - better, even during the war! Today’s diet-related problems aren’t linked to a shortage of food this time, but are serious in a very different way. The research shows that people who cook more are generally healthier than those who don’t. That’s why this movement is so important, because it could really be good for your health and the future health of the country.

With engaging and viral dynamics
As soon as you've done your first Pass It On, and your guests have confirmed you've taught them your recipe, you'll be able to see your own Pass It On Chain. Each new person who confirms you've passed your recipe on to them will be added to your Chain - and there's no limit to how long it can grow. The people you pass your recipe on to will then need to pass your recipe on to at least two more people to get their own Pass It On Chain. What I really like about this idea is that it is helpful, and not only for your health. On the website you can find tips and easy recipes to improve (or start) your cooking expertise.

Lots of projects all linked by a credo.
Jamie Oliver is running a Tv show, he has written more than ten books, he opened (and is opening) restaurants (Fifteen and Jamie’s Italian), and websites, blogs, forums… he took parts in projects aimed at banning junk food from schools…

Here the website

Warned

2008-10-06T17:35:00.004+01:00

Shopping experience: Delivering informations on demand

2008-10-04T11:54:00.007+01:00

A very simple interaction:

- you decide what you are interested about and make your choices
- add your mail
- they send relevant contents to your mailbox

It's easy, fast, useful and not intrusive.
In my opinion a very good way to start a relationship with customers/visitors.

I'm still thinking about grocery stores and recipes: they might adopt a system like that. Consumers might select the recipes they want.
Receiving recipes and ingredients on their mobile, they can walk around picking up what's necessary, (and adding a voting system they might even tell the database which are their preferred ones...)

Recipes might be sent to the customers' private area on the chain website, a sort of "save in my account"... but that make me think about another possible service... I'll write about in the next post.

Humanism in the car industry

2008-09-29T12:53:00.008+01:00

I like the consumer-centered approach in the car industry and I think it might go much further (environment is fine but there's also health, well-being, a wider understanding of social responsibility).
Cars are a mean... to get to a better living. That is: improve our self esteem, better relationships with our planet, our children, families and fellows and, of course, take us where we want to go)
Honda, Toyota, Kia... did a very good job communicating these concepts through advertising but... their websites don't seem to back them up

Considering their improvement in the hybrid sector I really don't get the point. Why they don't capitalize their achievements promoting a new driving culture and a new driver mindset in a more engaging way?

Something from the past: Kia. think before you drive.

And here a new commercial from Toyota

I'm looking forward to seeing a real commitment that goes beyond commercials and build on people performances instead of cars ones: you don't need to run faster and faster if you wake up 10 minutes earlier, and if you do... the driver behind you probably doesn't need super-powerful brakes or two thousands airbags.

As Saturn claims in this old commercial: I would like to see companies thinking more about the people and less about the cars.

The last word about Kia. I love the "Think before you drive" concept, and I would like it to go beyond "greeness" to (again) "humanism"

Move up your alarm by ten minutes and you can save thousands of pounds in engine, brakes and air bags.
Or, better:
If you sleep more you'll have a safetier journey, and we too.

Changing perceptions: Dine in vs. Dine out

2008-09-26T18:35:00.004+01:00

Grocery chains have always fascinated me, and I really enjoyed working for one of the biggest that we have in Italy.

When I was studying in Austin, I remember H&B was organizing cooking shows to teach customers how to cook depending on their needs: time, price and calories. Every hour you could watch a chef preparing a different course.
They probably realized that the lack of cooking abilities was threatening sales: education was the answer.

Marks & Spencer is running it’s “dine in for two” campaign (here one of the commercials). It’s addressing the price issue (dine in for two at just 10 pounds). In credit-crunch times it seems an obviuos move (even if it seems that londoners, despite of the crisis, are eating more and more out, I read an article about this countertrend just two days ago)…
Anyway, I like the way M&S communicate it. It’s definitely appealing, stilish… very far from the cheesiness of many domestic lunches or dinner…
Will customers be able to cook and “feel” the way the commercial show them?

Here is, I think, an opportunity for M&S to push things further and work on the “dine in experience” (preparing food, cooking, preparing the table, the atmosphere…) they are doing a good job in repositioning the perception of dining in: please go ahead. Education plays an important role.

The challenge: change your customers into to chefs.

(I skimmed through their website and it seems there’s nothing like that…)

Insurances: love your customers

2008-09-26T16:14:00.008+01:00

Some time ago I worked for a car insurance company.
They were targeting male/female drivers older than 23.
The reason is quite simple: young drivers cause more accidents.
Checking competition this seemed to be a common approach among car insurances: they earn more if people don't crash they cars.

Isn't it weird?
Our researches showed that usually people don't have a very good impression of insurance companies... "they steal your money... lot of notes in the contracts... you never know if they refund you or not..."

But, actually, insurance companies are worried about your driving capabilities and expertise...

There we saw an opportunity. What about a "2nd level driving school" providing real and effective courses and tests to its customers? It seemed a win-win game. The more they would have had good drivers, the more they might earn. And the less accidents its customers caused, the more money (and health) they saved.
An insurance company that takes care of you, teach you driving, and gives you all the information you need to drive safely. Why should they? Because they want to get rich. And they will only if you behave correctly.

"The less you risk your life, the more we earn: isn't it love?"

Anyway, I was nicely surprised by PruHealth.
In my opinion, they should think about a new advertising approach... but they have an interesting product.

Thinking about planning

2008-09-04T11:02:00.004+01:00

Here is a summary (by Rory Sutherland) of the debate that was hosted by IPA in August...
some points:

It's more important to have good people than to obsess about what they do
There are many, many ways of solving a business problem… none of these is right or wrong… if you are turning human understanding into business advantage for your clients, you're doing a good job; if you're not, you're not.
"brand" should not be - as it seems to have become - the default starting point for all thinking - though it should patently direct the way the solution is implemented.
A better mix of people will hence have a better chance of arriving at an optimal solution.
A good scientist will acknowledge that more than 50% of scientific breakthroughs are reached through post-rationalised ideas, not through sequential logic.

I think the second point tells a basic truth that can be adopted for thinking about planning too.
It doesn't teach very much but it suggests that probably methodologies don't always work; sometimes they risk to dry up the creativity process.
At the same time I think good strategists don't allow their egos to stand in the way of the business goals.
1 and 100 persons, 1 and 100 minds, planners have to be good to reinvent themselves over and over again, depending on projects, clients and colleagues.
Planning has to be as creative as the creative department, but it's goal is not to come out with a strategy that works, but with a strategy that works, inspire and make people proud of the project. This is continuous adaptation and change.
Otherwise, as stated by, strategy may be confused with a piss inn the well.
(As one creative (Chris Wilkins?) remarked to a planner..... "You and I both drink from the same well of inspiration. The difference is that you get to piss in it first.")

Again, here is the entire Campaign article

Solero Smoothie

2008-09-01T12:18:00.003+01:00

I like the fresh and creative language used to position "Solero Smoothie" as a light ice cream.
Attention to calories is not a serious, frustrating attitude, but a fresh and "easy" one. Not a renunciation, just a different, fresh, choice.

What money can't buy

2008-09-01T11:41:00.005+01:00

I like th concept of "money can't buy".
It makes me think.

Commercial purposes might evocate the exclusivity of the experience... but actually what is really exclusive is our own way to perceive/interact with all is around us.
We all have our own "money can't buy" experiences/things... (sharing might be interesting).

Again, Oscar Wilde:
"A cynic is a man who knows the price of everything but the value of nothing."

Have fun!

2008-08-13T12:44:00.002+01:00

Vaya con Dios, Neh nah nah

Forward Drinkers

2008-08-12T13:42:00.004+01:00

(click to enlarge)

Social Media: are they reaching a breaking point?

2008-08-11T18:47:00.010+01:00

“...social media owners can't risk losing the support of partner brands and advertisers whose funds pave the way for new waves of innovation”

This is a quote of Steve Richards (managing director of Yomego) interviewed on BrandRepublic's article Social Media Websites at pivotal pointIn my opinion, the above warning, should concern social media owners but in a different way.
Social media (and all the rest of 2.0 websites) flourish where people feel free. Free even to decide what's fair and unfair.
Digg docet (do you remember this?)
What if people decide to move to a different platform?
Are social media facing a breaking point?

Italian Translation of: The Many Challenges of the Social Media Industry

2008-08-11T18:07:00.004+01:00

This is the Italian translation of "The Many Challenges of the Social Media Industry" by Jeremiah Owyang

Le tante sfide del Settore dei Social Media
07 Agosto, 2008

Come ogni settore, quello dei Social Media sta affrontando una serie di problemi che, per adesso, non sono ancora stati risolti, se non in minima parte. E’ importante riconoscere sfide ed punti deboli, in modo da poterli superare. Dai dati in nostro possesso non c’e nessun motivo per credere che i Social Media scompariranno, tutt’altro. Questo andamento e’ reso piu’ che evidente dal tasso di adozione della generazione Y.
Ma vediamo piu’ da vicino gli aspetti principali.

Attuale Scarsa Profittabilita’
Il mondo dei social media, mondo in cui ognuno puo’ entrare e contribuire, ha portato rendite nulle o scarse alla maggior parte dei partecipanti. Ad esempio, ci sono milioni di bloggers e solo pochi di essi possono effettivamente vantare rendite cospicue: soltanto una parte ancora piu’ piccola ha costruito dei veri e propri imperi mediatici. Lasciando per un attimo da parte gli utilizzatori stessi, molte aziende si concentrano sulla generazione di hits, visite, o numero dei registrati, preoccupandosi poi di trovare il modo migliore di monetizzare questi numeri. Date uno sguardo ai Social Networks, alcuni sono stati valutati cifre da capogiro, e cio’ nonostante non abbiamo ancora sentito storie in cui siano stati fatti soldi a palate. I profitti sono rari, e la maggior parte dei creators (coloro che creano attivamente contributi) non generera’ alcun profitto.

L’innovazione e’ spinta dai finanziamenti – non dalle rendite.
Al tempo stesso problema e opportunita’, gli investitori (VCs) continuano a immettere soldi in questo mondo – spesso finanziando dubbi modelli di business, o tecnologie appena nate. In settori piu’ maturi, e’ piuttosto improbabile che si assista a finanziamenti di questo genere, spesso perche’ l’innovazione viene spinta proprio dal buon andamento delle rendite. Con cosi’ tante aziende che vengono finanziate senza produrre effettivi profitti, il mercato si ritrova esposto a una serie di varianti dello stesso problema.

Scarse barriere in entrata generano una competizione spietata
Quando il software diventa una commodity c’e’ sempre da preoccuparsi, e quando cio’ avviene nel giro di poco vengono ad esserci cosi’ tanti fornitori che il mercato ne resta confuso – incapace di determinare il partner adatto. I molti concorrenti rischiano inoltre di finire col mangiarsi i margini a vicenda. Prendete ad esempio l’affollato settore delle piattaforme per community (aka white label social networking), e’ un setttore che conta oltre 100 fornitori – tutti che propongono software molto simile

L’eccesso di rumore occulta il segnale
Essendo tutti in grado di creare dei contenuti e condividere i dettagli della propria vita personale con attenta minuzia, l’eccesso di contenuti diventa un problema da considerare. Ogni 60 secondi, vengono caricate 13 ore di filmati in YouTube (riferisce un dipendente), e ogni giorno vengono generati milioni di tweets. Con cosi’ tanti contenuti, come e’ possibile filtrare cio’ che e’ veramente importante?

L’amatorialita’ minaccia la professionalita’
Strizzando l’occhio alla critica che Andrew Keen muove al fatto che ci siano molti amatori che creano contenuti poco professionali (quando non addirittura sbagliati) e li diffondono poi massivamente, va detto che questo crea notevoli preoccupazioni a chi questi contenuti, poi, li fruisce. Il problema, certo, non sta tanto nella qualita’ dei contenuti, ma nella capacita’ di distinguere velocemente cio’ che e’ importante e cio’ che non lo e’.

Le aziende entrano senza tenere in considerazione le community
Ovunque la gente vada le aziende la seguono; ma mentre alcune lo fanno in modo intelligente e saggio, molte altre adottano approcci differenti. Ad esempio, il “pay for post”, un certo tipo di ottimizzazione per i social media, la presenza di contenuti spazzatura su blog e social networks, ed altre dubbie operazioni di marketing, sono e continueranno ad essere una sfida ogni volta che si viene a creare una community (aggiornato grazie a Jennifer)

Dirottamento dell’immagine corporate e personale
Sta diventando sempre piu’ comune. L’immagine di marche e individui puo’ facilmente essere oggetto di dirottamento. Cio’ avviene quando altri si appropriano dei loro username e domini, e si spacciano per chi non sono. Dato che ci sono centinaia, se non migliaia di siti web da controllare, liberarsene diventera’ sempre piu’ difficile con l’andar del tempo.

La mancanza di standard genera esperienze discordanti
Seppure la cosa vada meglio rispetto ad altri settori, l’open web si muove ancora lentamente verso standard comuni di login, social graph, e tipi di contenuto. Persino protocolli come l’OpenSocial di Google che erano stati progettati per riunire attivita’ e applicazioni provenienti dai vari social network, in maniera trasversale, stanno stentando. Ogni contenitore (social network) richiede delle modifiche per adattarsi alle varie piattaforme, mentre altri (come Facebook) non partecipano affatto.

Il cambiamento culturale causa delle resistenze.
Senza dubbio questo movimento di auto-pubblicazione e messa in contatto, rappresenta una rottura che riguarda tanto il mercato quanto i media, interviene sul ciclo di acquisto, e sul marketing funnel. Barriere di vecchia data si stanno sgretolando nel passaggio da metodi di “controllo e comando” ad un piu’ aperto e collaborativo stile di business e di comunicazione personale. Con questi cambiamenti radicali in atto, arriva la resistenza da parte di coloro che precedentemente detenevano il potere (media, management, aziende e governi) che sono lenti ad adottare queste nuove logiche – e quindi si oppongono.

Individuare la vera expertise e’ difficile
In settori piu’ maturi, gli andamenti sono definiti da anni, a volte addirittura decenni di dati relativi ai risultati. In questo nuovo settore, e’ spesso difficile capire quali sono i veri esperti – e quelli che hanno veramente condotto interventi sostanziali nell’ambito dei social media. La maggior parte dei dati a disposizione va indietro solo di qualche anno, e sono pochi quelli che possono dimostrare un effettivo ritorno dell’investimento.

La difficolta’ nel misurare il ROI
Nonostante i molti tentativi di misurare “l’engagement” o “ROI” non c’e ancora uno standard del settore in grado di reder conto dei risultai ottenuti nei social media, sia per quanto attiene l’immagine personale sia quella corporate. Mentre molti hanno sviluppato una loro abilita’ nel misurare le proprie attivita’ in modo ad-hoc, non e’ ancora stato realizzato un modello rapido ed efficace che tutto il settore possa usare per le proprie misurazioni.

Mi rendo conto che questo post possa far infuriare alcuni puristi dei social media, ma la mia intenzione e’ quella di fornire una visione obiettiva di cio’ che e’ sotto i miei occhi, in modo da individuare i punti pericolosi, cosi’ che collettivamente possiamo superarli. Spero leggiate i miei altri post in cui parlo delle sfide di social networks, widgets, blog ed altro ancora. Se decidete di entrare in questo mondo e’ bene che prima ne conosciate gli ostacoli.

Se vi vengono a mente altre sfide del nostro settore – siete liberi di lasciare un commento (qui). Sono curioso di ascoltare le vostre reazioni.

The rainbow in the rain.

2008-08-11T12:37:00.007+01:00

Hard times are challenges.

We need them.
Honda says: difficult is worth doing.
I agree.
Do something difficult, it's the only way to see rainbows.

Gate: words and sex

2008-08-06T13:19:00.004+01:00

Yesterday I had a chat with a friend of mine that struck me.
But it was only today morning that I understood.
I like to think of myself like an open minded person... I don't know if I am.
I find locked gates in my mind.
I know that I'm not able even to see many others...
Anyway, this is my morning take:
some words can be much more inmost and private than sex