walk on: exploring the digital experience

Join The Conversation

I'm about to dive into Joe Jaffe's new book Join the Conversation. I'm participating in Jaffe's concept to Use New Media to Prove New Media (UNM2PNM). As part of the program, I received a free copy of the book in return for my open and honest review of the content. A fair offer from an author that is willing to experiment with his own product and brand to prove a point...and generate conversation. 

I've skimmed the table of contents and am looking forward to the read. Flipping through the pages, I'm encouraged to see what appears to be case studies, applicable examples and materials that can be taken and put into action. The idea of a business book that provides information and tools that can be put to use is intriguing.

So between work, kids, home projects and all other things related to life, I'm going to try to knock this out and provide my review of the book.

 

Technorati Tags: Jamey Shiels,Joe Jaffe,Join the Conversation,Digital Marketing

The Blogger Demographic

I came across an interesting study via MarketingVox on the blogger demographic. a report published by Marketing Charts and Big Research points to a recent study on bloggers. Aside from the basic info below, the report shows that blogger are an ethnically diverse group that are well-educated. Much of the information seems like a given, like bloggers more prominently use new media and technology, but it's interesting nonetheless.

Of those who blog occasionally or regularly (26% of the population):

• 53.7% are male.
• Nearly half (44.7%) are married.
• One in 10 (10.4%) are students.
• 28.4% hold a professional or  managerial position.

One of the key items is the fact that bloggers still rely on traditional media as a source for information. Magazines are one of the top triggers for online search activity for this group.

 

I fall in to most of the "categories" that this report calls out. I'm curious to know if this is information that companies or brands would use in targeting bloggers to reach out to. What do you think? Something we already knew or an opportunity waiting to be grabbed?

Technorati Tags: Jamey Shiels,Bloggers,Blogger Demographics,BigResearch,MarketingVox,Marketing Research

The Influencer Debate

I've finally read the article in Fast Company about Duncan Watts and his disagreement with the Influencer theory made popular by Malcom Gladwell in the Tipping Point. I think it proposes an interesting debate, especially for the marketing community, about how ideas spread.

The discussion revolves around the value, or lack thereof, of individuals known as influencers and their ability to cause ideas to spread wider and farther than those ideas from the average Joe. Gladwell puts forth the value and critical role of the influencer and Watts proposes the power of the average Joe. Marketing has bought into Gladwell's theory and is resistant to Watts ideas. I have yet to form my own personal opinion but am looking forward to watching the discussion and testing evolve. 

What I think is interesting, is that the discussion is being distributed by a magazine that positions itself as an influencer. The commentary in the blogosphere is also being driven by a group that I would classify as influencers. It's a bit of a contrast to the theory that Watts puts forth. Here's a list of recent discussion:

Seth Godin, David Armano, John Moore, Guy Kawasaki, Gavin Heaton, Experience Curve, Boing Boing, Brains of Fire, PyroMarketing, Stephen Deny.

It's an interesting debate that I think will be tested continually in the near future now that the discussion is hitting the mainstream. I have a client that I'm working with that is investing resources in the Word of Mouth approach with these influencer. I'm going to watch the experience closely as I form my opinion for the long run.

 

Technorati Tags: Jamey Shiels,Tipping Point,Malcolm Gladwell,Duncan Watts,Influencers,New Marketing Concepts,Word of Mouth

Age of Conversation Returns

The Age of Conversation is returning for another round. I was honored to participate as an author. It was a unique experience for me personally and professionally that allowed me to participate in a community of thought leaders.

I'm happy to say, Drew and Gavin have decided to go it again. This time around, they've added a unique twist. You now have two ways to participate:  Be a contributing author and vote on the theme of this years book.

Drew's provided further details. Check it out and join the conversation. 

Technorati Tags: Jamey Shiels,Age of Conversation,Join the Conversation,New Marketing

Your Kids Can Be (Are) Interactive Producers

New educational sites such as Qubo and PBS that support television are giving kids the opportunity to use digital tools to create content that may end up on television. It is an interesting opportunity to engage children in the story line and allow them to go deeper with the characters they follow on television.

This idea also brings me back to the discussion that David Armano has posed regarding the digital natives and digital immigrants that he garnered from reading an article from the Times Online. Kids today think differently about information, not simply because of a generational shift, but also because of the knowledge of the unprecedented access to information as well as the connectivity of individuals in todays digital world.

It's going to be challenging but fun to develop content for this audience in the future as well as seeing the content they develop.

What brands do you see taking advantage of the opportunity to engage their brands and allow people to produce content with them?

The Force Behind Your Lifestream

How do you share your lifestream? Wait, what is a lifestream before I start sharing.

I've been very curious to follow the ongoing growth of the so-called Lifestreaming applications. Tools like Twitter and Jaiku allow people to stay constantly connected to the world around them by using 140 characters to push information. These tools are amazing tools from an expressive branding standpoint. Individuals have the opportunity to share information about themselves to individuals who have agreed to follow their information.

Google has purchased one of the tools, Jaiku. The sheer presence of Google will launch Jaiku into the limelight for the time being. It will be interesting to see if the users that are comfortable with texting and other connected tools will begin to adopt this technology. C.C. Chapman in his recent Managing the Gray podcasts makes a point to say that in a recent presentation, he mentioned Twitter and there was almost no reaction because most of the audience had never heard of it.

If you're interested in the Jaiku or Twitter, here's a quick link to a video presentation by Matt Dickman outlining the difference between Jaiku and Twitter.

My questions is to the marketing implications of the rise of these tools. What is the expectation of the user experience. Is the value in personal connections or does it provide a communication tool for savvy marketers to participate in and connect to their users?

I'll be curious to watch the evolution of these programs into the mainstream. With Google becoming involved, it will be interesting to see if Jaiku can cross over into the mainstream.

Masters of Design

I've been considering expanding my education to include a Masters Degree. As a business person I have naturally been inclined to pursue and MBA. I work in the digital marketing department of a full service agency so I'm exposed to many business instances where the principles and strategy provided by and MBA could easily be applied.

My challenge of late has been considering the value of design in the development of products, marketing campaigns and specifically digital marketing applications. Design is critical to success. User personas are about creating a "person" to use as a guide for design. Products need to be designed to meet the needs of users. Communication campaigns need creative design to carry the message and create conversations.

That being said, I'm considering and Masters in Design course. Not be become a designer but to learn the true process, development and implementation that breeds good design. David Armano and Idris Mootee have posted interesting comments on the Masters concept. One pursued design, the other business. The recent Fast Company article was also interesting in considering the role of design. To truly embrace and champion design as a key element and to make myself well rounded in bringing the two together, doesn't it make sense to pursue a master in design to compliment my marketing degree and business experience.

I'd be curious to hear input from someone who has both as well as the ability/inability for a business person to cross over to the creative side.

AOC - Conversation and the Crumbling Wall Between Journalism and PR

David Brazeal provides an insightful reflection on the opportunity for Journalism and PR in this Age of Conversation. He outlines how you can take advantage of a wonderful opportunity to use creative, credible storytelling to earn the trust of your audience. Now is the time to win back and establish your credibility by disclosing your point of view and telling honest stories in engaging ways to interested people. Buy the book and read David's content in detail.

When we consider our brand and how we express ourselves, we can learn from David's insights. We want to be perceived as honest and credible. Our stories, activities and ways we express ourselves are quickly researched online. The immediate access to information forces us to be truthful. The beauty is, that in truth, we establish credibility and a strong foundation for who we are as a brand.

If brand marketers want individuals to adopt their product and use it as an expressive tool, to become a loyal user, they need to build an honest, credible story to drive adoption. The approach David outlines is not limited to PR and Journalism. Individuals and corporations could learn a thing or two.

AOC - Conversation Bottleneck

Do you know how many blogs are created every day? Do you know how many blogs are written in English? Do you know how to avoid Groupthink in consuming your content? Cam can tell you.

Cam Beck's contribution to The Age of Conversation is entitled 'Getting Past the Conversation Bottleneck'. Cam challenges us to commit to the blogs we read and commit to developing a relationship with the content. It's an interesting look at the amount of content that is out there and making sure we take the risk of reaching out and getting past the conversation bottleneck.

From an expressive branding standpoint, we consume content that we think will help define who we are, improve our understanding of how we think (or hope) others perceive us. Cam challenges individuals to avoid the groupthink prison and to stir the pot and to find new information to help us learn, engage and grow and ultimately express our brand differently.

See why Cam thinks that a little chaos goes a long way.

Profiles in Expressive Branding

I have jumped in, feet first, into The Age of Conversation. The content is amazing. The variety of concepts and thoughts all revolving around the same theme, conversation, is intriguing and inspiring.

The beauty of the format is that is great content wrapped in individual thought pieces. No long paragraphs or sections, just one page statements by individuals participating in expressive branding. They are sharing their expertise, their expression of their brand with respect to a single focus, conversation.

To improve my retention and ,ultimately, application of the information in The Age of Conversation, I'm going to profile one author and their contributions in a post over the next several weeks. I'm only going to provide a snap shot of the content to encourage those who don't have the book to purchase a copy. I'm going to try to look at each piece with respect to the content and any available application to the topic of expressive branding.