Consider this quote from Seth Godin: “Connections we make are more powerful than connections made for us.”
This isn’t just something Seth says. His statement is supported by lots of research. It follows that we can create more powerful communications by opening up space for others to make those connections.
Of course nobody wants their well-crafted message to end up like a MadLib, and so we resist allowing others to fill in the blanks.
Yet, those who can make it work for them get results. I’m making efforts to bring this idea, not just to advertising taglines but to:
All marketing communications (from Web copy to Web site concepts that allow users to make connections)
Communications with clients (in proposals, meetings, one-on-one interactions, creating more spaces for others to draw connections)
Interpersonal communications at work (can I be a better mentor if I open up a dialog rather than giving my opinion?)
We often recommend that our clients seriously consider blogging as part of their interactive marketing strategy. Blogging is something we believe in here at D2 Creative. While blogs may not be social media glitterati like Facebook and Twitter, they work. (Tidbit: Twitter is in fact a blogging platform.)
Blogs work (both technically and strategically) because their purpose is simple and specific. They are basic machines that allow users to easily:
Create content with on-board content management tools
Leverage Search Engine Optimization & RSS to distribute content
Moderate discussion with comment administration tools (more…)
It’s June again, and if you have young adults in your extended family, chances are you have been to a graduation ceremony or two, maybe even your own. If so, you may have heard speakers who inspired, and others who were quite forgettable. One thing is sure: in an age where the senior class may whip out their smart phones to tweet at the slightest provocation, a speaker can no longer count on her audience giving their polite attention while they are bored to tears.
Commencement speeches have a lot in common with other types of “one to many” communication. So even if you think there’s little chance you’ll ever be called on to speak to Harvard’s class of 2020, you may be able to use some suggestions for your next public address. (more…)
What a great ride! LOST came to an end last night but my brain is still processing—which is exactly the kind of ending I wanted. In this way, it hasn’t actually ended. Because LOST has been so much more than just the series. It has fostered pockets of communities that allow viewers to participate at whatever depth they prefer.
All along we’ve yearned for answers—but not as spoilers. That would ruin the fun of trying to figure things out on our own. In an age when Hollywood output is so formulaic, that the writers could consistently outwit the audience at every turn is quite a feat. The sheer volume of blog entries and online discussions generated within the past 24 hours is testimony to the impact of the series. Certainly my musings would not be missed if I did not add my two cents but processing my thoughts at this time is cathartic. So, fair readers (I hope there are more than one of you out there), please grant me this indulgence.
A colleague here at D2 Creative forwarded this great YouTube video to me yesterday. Not only is it entertaining from a visual perspective the subject matter is really very interesting.
The video primarily focuses on what motivates people to succeed at work. It is common to assume that money motivates people. It turns out that assumption is dead wrong! The video features white board animation (think UPS commercials) set against a presentation given by author Daniel Pink at an RSA event. If you’ve got 10 minutes I highly recommend you watch it.
I went to see It’s Complicated this past weekend. Before the film, several trailers ran, among them two for romantic comedies. I’m a sucker for a good romantic comedy and fully recognize they are very formulaic. But why do the makers of trailers feel they need to tell us the entire story rather than simply entice us with the premise of a film? I know within 30 seconds whether I want to see a particular film and, if I do want to see it, I don’t want to see anymore of the story at that point and invariably try to look away.
A college roommate of mine sent me a link to a video on YouTube last week. He sent it because he knew it would make me laugh, he was right. After watching it I began to think more about what the video represents. You see for me this video epitomizes the power of the Web and user generated content.
Here you have two brands/bands seemingly unrelated and representing completely different core values existing in perfect harmony – literally. See for yourself. (more…)
Here’s a simple definition of user-generated content: Content created by end users.
Why is it valuable? Because customers today are turning to peers, not marketers, for reliable information about things they are considering buying or doing. Face it; they just don’t trust us anymore. (more…)
Something kinda messy. This story isn’t exactly new, but a brand’s mis-steps are hard to erase from consumers’ minds and it’s a great case study of the way social media plays a truly powerful role in raising awareness and effecting change. (more…)
The US media have long been criticized for taking a myopic view of world events. Reporting became less insular following the events of 9/11. But how and what US media choose to report still leaves foreign news organizations aghast. For the most part, we don’t know what we’re missing; although the Internet does provide inquiring minds access to other news outlets.
I sometimes find it interesting to see how a major news event in the US is presented elsewhere. So I was intrigued by a work I came across during a recent visit to the Metropolitan Museum of Art.
As part of “The Pictures Generation, 1974-1984” special exhibition (April 21-August 2, 2009), artist Sarah Charlesworth reproduced the front page from 45 newspapers across the globe on April 21, 1978. All text other than that on the mast heads has been removed, leaving only the front page photos.
On this particular date, Italian Prime Minister Aldo Moro, who was being held in captivity by the Red Brigade, was pictured holding a newspaper in an effort to prove he was still alive following previous reports of his assassination.
Presenting only the front page photos eliminates any language barriers and allows Charlesworth to quickly convey the relative weight given the story around the world. Check it out.
As more and more newspapers fall victim to an evolving media landscape and the realities of a brutal economy, we can bemoan the demise of pure journalism. But to discuss such a topic in a blog, of all places, seems akin to pouring salt in an open wound. While most pundits are focused on the quality of newspaper reporting, I thought I would instead pay tribute to the medium’s less heralded values.
Remember John King of CNN delving into polling and election stats last fall with his magic Multi-Touch Collaboration Wall? The wall was created by Jeff Han of Perceptive Pixel. Shortly after the elections we heard that this cool device was for sale at Neiman Marcus for a mere $100,000. What ever happened to this technology of the future? Is it a victim of our economic reversal?
eth says. His statement is supported by lots of research. It follows that we can create more powerful communications by opening up space for others to make those connections.
It’s June again, and if you have young adults in your extended family, chances are you have been to a graduation ceremony or two, maybe even your own. If so, you may have heard speakers who inspired, and others who were quite forgettable. One thing is sure: in an age where the senior class may whip out their smart phones to tweet at the slightest provocation, a speaker can no longer count on her audience giving their polite attention while they are bored to tears.
