Where My Money Is on the Super Bowl

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January 27, 2008

It never fails. Every year, the Hail Mary of marketers is the Super Bowl. And this year is no exception, as we continue to see the price for a 30-second spot on national television eclipse Donald Trump's annual hairspray budget. (For the record it's $2.7 million for an ad).

In recent years, we've seen more interactivity built into the ad process, with Doritos' contest for a consumer-generated ad being the most notorious. This year, we're seeing some interesting angles as well.

Some of my favorite commercials during the Super Bowl have always been from Anheuser-Busch. Whether it was the once-funny "True" series (aka Wassup) or the very touching Clydesdales' tribute to September 11, 2001, Budweiser has rarely disappointed during the big game.

A-B actually has a channel on YouTube where they're previewing a number of their ads - you can see where some of them are going, but you'll have to tune into the game (or any Web site the day after) to see if you predicted the story line. You can check them out in the badge below.

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But here's where it gets moderately interesting: there's a mobile promotion running simultaneously. Over the next two weeks, visitors to BudBowl.com, BudLight.com and Budweiser.com will be invited to participate in an interactive program during Super Bowl where they can rate the Super Bowl ads.

Following each of the commercials, you'll receive a text message to your cell phone prompting you to reply with a rating
Following the final ad, you'll receive a final text message with a code that allows you to unlock the secret 11th spot available via your video-enabled cell phone or on BudBowl.com
Anyone who views the secret spot will be invited to send a customized message to their friends inviting them to view the secret spot

As far as as contest goes, that's pretty cool. But more than that, Budweiser is going even further in terms of distributed content:

All of the ads will be available for download to PDAs, phones and iPods on Budbowl.com
For the first time, they include a widget that allows you to post your favorite ads on your own site - blog, MySpace page, Facebook profile, etc.

A couple of years ago, I found a site that made about 85 of those hilarious Real Men of Genius radio spots available as mp3s. I grabbed them, but later found the site was the victim of a classic cease-and-desist order from the Anheuser-Busch lawyers. Understandable from a rights-management standpoint, but when you think about branding and free content distribution platform, it was a shortsighted move.

So it goes almost without saying that I'm impressed with what they've managed to put together for Super Bowl XLII. Let's hope that the Patriots manage to pull off a perfect season and make the game something to remember.

Labels: Advertising, mobile, social media

Posted by Scott Monty at 10:02 PM

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Keep the Tip(ping Point)

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January 25, 2008

It's funny. Just yesterday, I got notified by two separate people - one of whom is my colleague Greg Verdino - about an article that criticizes the theory behind Malcolm Gladwell's The Tipping Point. One directed me to the Wall Street Journal's The Informed Reader post called "The Cast Against Marketing to 'Influencers'" while the other referred to the recent Fast Company article Is The Tipping Point Toast?

Gladwell's theory (echoed by Ed Kelly and Jon Berry in The Influentials) held that trends are influenced by a select few; word of mouth marketing efforts typically focus on those. But the articles mention that social networks are too complex to function like that, and that the influencer theory is kaput.

The reason it caught my attention is because both articles cite the research of Columbia University research scientist Duncan Watts. This is the same research I actually wrote about 8 months ago, in post called The Accidental Influentials. The concept was that ideas or trends can spread like a forest fire, and that it doesn't matter who applies the match - it's the conditions of the forest that make a difference.

There are two points I'll raise in connection with this.

In Social Media, Timing Is Everything
The first thing that struck me is that I hit upon this back in May of 2007. But the mainstream media is only getting to it now. Why? The topic is clearly in a field I'm interested in, so that might be one factor as to why I covered it early. The other is that I had initially heard about the study on a podcast. Given that new media is still struggling for recognition as a legitimate and viable channel, I'm not surprised it didn't make headlines then.

Watts is Wrong
As someone who works in the field of conversational/word-of-mouth/social media marketing, it should come as no surprise that I think Watts isn't quite correct when he claims that influentials aren't necessarily influential. I think that his research was flawed in that it only focused on email and a virtual setting, whereas now we have a variety of communications methodologies that account for the rapid spread of ideas: IM, video chat, and social networks of all kinds, to name a few. I won't go so far as to say he's 100% wrong - but then again, I don't think that Gladwell was 100% right either.

At crayon, we consult and advise on a variety of conversational marketing strategies that incorporate an element of influencer outreach (or "blogger outreach," as many call it). With the proper amount of time and attention dedicated to research, and using tools like Technorati and Alexa, it's fairly easy to determine who the major influencers are in any given segment. Where it gets difficult is figuring out how to interact with them. You need to know how each one communicates, in which social networks they participate, and on and on.

My Alternate Theory - The Boy Scout Analogy
I propose that a hybrid theory - Watts' and Gladwell's theories combined - makes more sense. We can agree that there will always be influencers, whether you call them A-listers, celebrities, or whatever. People will always look to these leaders and high profile individuals for cues.

At the same time, I think Watts is onto something when he uses the forest fire analogy. Yes, the conditions have to be right for an idea to spread. But he claims "any old match will do" to get it started. I don't think so. Someone might have wet matches or might not know how to strike one properly. It's the combination of finding the right conditions (social networks, communities, etc.) and applying the match (friends, members, followers, commenters, in those socnets & communities).

Once you've got the proper combination of communities and influencers and you understand the intricacies and nuances of how they work together, then you'll have the recipe for success.

As part of their training, the Boy Scouts have to learn how to make fires how to adhere to fire safety. Their official motto is "be prepared." I think the same should be said for marketers consider conversational marketing.

Labels: conversation, crayon, social media, strategy, study, trends, WOM

Posted by Scott Monty at 8:32 AM

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Facebook in 40 Years

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I know there are lots of folks who are getting fed up with Facebook and all of the unwanted notifications, applications, etc. that are coming through. Will it stand the test of time? If it does, here's what Facebook will look like in 40 years.

This was just too funny to pass up. Enjoy some Friday Fun.

Click image to enlarge

From John Cow via Angela Penny on Twitter.

Labels: facebook, Friday Fun

Posted by Scott Monty at 3:19 AM

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Planning vs. Tools

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January 17, 2008

One of the most challenging things about social media, Web 2.0, or whatever you want to call this digital revolution in which we live, is keeping track of all of the tools, tips, and resources at our disposal.

The list grows daily, and with it, so do the predictions that many of these sites won't make it much past 2008. So that brings to mind a key question:

How much of your social media strategy is actually dependent upon these tools?

Put another way, Jeremiah Owyang warns, stop fondling the hammer and focus on the house. I couldn't agree more.

All too often, I've seen clients - at least those that are savvy enough to already be following the social media space - become fixated on a tool or a tactic. They come to us ready to execute a project centered around one particular site or tool. As Todd Defren so succinctly puts it, Beware the GMOOT ("Get me one of those!" - coined by Scott Donaton).

What's important is to step back and have them clarify (for themselves just as much as for us) what it is they're trying to accomplish. Once we understand the goal, we can draft the proper strategy. Then and only then is it reasonable to look for tools.

Now don't get me wrong - there are times when it's perfectly okay to come up with a new & innovative way to use a tool you're already using. But I'd argue that at that point, you've already outlined your goals and developed a strong stategy (You do have a strategy, don't you??).

But without the proper framing in place - the strategy & goals - you're going to have a house that simply won't stand; or at least one that won't fit together properly. What's more, if all of your solutions are tailored around technology and tools and not around a good solid plan, what's left for you if these providers suddenly shutter their doors in 2008?

Labels: social media, strategy

Posted by Scott Monty at 3:16 PM

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The Future of Business Planning

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January 15, 2008

There's no doubt that newspapers are in a fight for their lives. What will the newspaper industry look like 5 or even 10 years from now? It's tough to say for certain, but it will almost definitely involve less paper and more online presence.

The World Association of Newspapers (WAN) just released a set of 66 predictions from newspaper executives that pertain to the future of their businesses. Here are just a few examples:

Infotainment, with games, DVDs, tickets, samples and other non-traditional products becoming an increasingly important component of the media offering.
Changing demographics, with more single households, older people and non-traditional families.
Growing choice, with an infinite number of options making it hard to decide what products and services to buy.
User-generated content that provides opportunities for self-expression and social interaction.
Consumer power, where the customer is taking control over brands and information flows on the internet.
Mobile devices becoming faster, smaller and user-friendly.
The growing importance of social networks.
Multi-channel strategies and the diminishing differences between types of news media.

If you'd like to download the full report, it's available here.

What stood out to me is that a number of these trends are not relegated solely to the newspaper industry. I think much of what they've mentioned is also relevant to marketing executives across many sectors of the business world.

Information continues to explode and hyper-disperse at an alarming pace. Just last night, a client was opining that he just doesn't have the resources to put staff in every channel of communication that his customers use; it's too fractured.

Certainly the ultimate challenge for every marketing executive will not be how to participate in the myriad of new media channels (although that will be one ongoing concern), but rather which ones are the best to deploy resources against.

It would be foolhardy of me to make any channel predictions at this point, so I'll keep my judgment to trends that transcend any fads or sites that are currently in favor.

Be flexible; people are becoming used to consuming information and entertainment when and where they like. The more options you provide, the more likely you'll be able to keep their attention.
Be unique; even if you're only serving a small audience or customer base, you'll have a dedicated following that can grow into a cadre of brand ambassadors.
Provide value beyond your own offering to promote loyalty. If you don't happen to have that truly unique product, consumers can get information or a me-too product from the next guy. Take a risk. Offer something that perhaps doesn't promote your product or service directly, but gives an unexpected additional value to your customer.

Do you have other lessons or trends to share? I'd love to hear your thoughts.

Image credit: Despair.com

Labels: strategy, trends

Posted by Scott Monty at 8:38 AM

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Eight Things You (Probably) Didn't Know About Me

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January 7, 2008

I thought I just did this last year, but in deference to Todd Defren (get it?) who tagged me, I'll participate in the 8 Things You (Probably) Don't Know About Me meme. It's the least I can do to give something back to the community that's been so kind to me - that is, unless you feel this is akin to torture...

The rules are simple: link to your tagger and post the rules; list 8 random facts about yourself; tag 8 people at the end of your post; let them know they've been tagged.

And awaaaay we go:

When I was a junior in high school, I was called out of a classroom by the vice principal - normally the school's disciplinarian and someone with whom I had previously had no significant contact. Mr. "C" as he was known, informed me that I was a unanimous choice of the faculty and local American Legion to be our school's representative at Boys' State.
When I was in college, I spent my first three years on the drumline of the BU Marching Band, I was part of a service fraternity that supported the university's music organizations, so some sort of participation was required, so my senior year, I opted to become the announcer for the marching band. It was a nice mashup of my music interest and voiceover aspirations. Plus, I regularly brought down the house with such gems as, "Welcome to Nickerson Field at Boston University. Be sure to try our Charles River Chowder."
I have a hearing problem - severe enough that I may be getting hearing aids soon. My problem is a combination of tinnitus (pronounced TINN-it-us), a high-pitch ringing or buzzing that never ceases, and a hearing loss of higher pitched sounds. It means I have a hard time hearing whispers, higher pitch voices such as women, and at times, general conversation. I'm losing the ability to hear leaves rustling in the wind and when the peepers come out at night (because that's similar to the sound I always hear in my head). Ironically enough, my favorite composer is Beethoven, who also suffered from the same thing before going completely deaf. I can't really complain when I know that he produced some of the world's most beautiful and enduring music without the benefit of being able to hear it. We'll see how the hearing aids work out (hopefully).
I don't buy new cars, and when I purchase I car, I'll only pay below the market rate. I know some people saw the photo of my car parked in my garage during the snowblower plea and questioned my situation. When I was considering a car, I knew I needed an AWD vehicle and it came down to Subaru, VW and Audi, as I wanted a sedan, not an SUV. Turns out the Audi was cheaper than the VW - and since my dad works at an auto auction, I got a sweet deal.
I hold or have held memberships in a number of unusual groups - The Wodehouse Society, the Titanic Historical Society, and the Boston branch of the English-Speaking Union. I have just finished a 5-year stint as the founding head of The Beacon Society, a non-profit that promotes childhood literacy through the Sherlock Holmes stories.
I rarely watch late night TV anymore, but Johnny Carson is still my hero. The Tonight Show isn't the Tonight Show without him. I always admired his quick wit, charm, and regular guy approach, not to mention his ability to keep the humor and attention focused on his guests, not on him. Whether it was Midwest grandma or a Hollywood starlet, all were equals when they were on the panel with Johnny. One of the greatest compliments I receive is when people tell me that I remind them of Johnny.
I was on As Schools Match Wits, the nation's longest running high school quiz program. I'm still kicking myself over one stupid answer that I gave that potentially cost us the title, but maybe I can redeem myself on Jeopardy some day.
I had a hard time coming up with a final one, but in the spirit of keeping this interesting, I'll end with this throw-away: if someone offered me the opportunity to become a game show host, I'd take it.

The next ~~victims~~ participants that I'm tagging are: Guy Kawasaki (hey, I've gotta try, right?), Dan Schawbel, Laura Fitton, Chris Wilson, Jason Falls, Bryan Person, Jon Burg, Joseph Jaffe (is there anything we don't know about you? )

Photo credit: Little Lioness on Flickr

Labels: fun, meme

Posted by Scott Monty at 12:15 AM

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No Man Is a Failure Who Has Friends

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January 1, 2008

Words are difficult at a time like this. Yesterday, I wrote a post that was difficult for me. I asked for help, very directly, and I was amazed and honored and the outpouring of support that came from it.

First, here's my response on video:

But I think there's more to be said here.

First, it's clear to me that you only get out of social media what you put into it. I have always participated in my communities because I've genuinely wanted to be there, or because I've been interested in those around me. My world is improved simply by learning about and from a variety of individuals that I meet. I don't look for anything else out of the people I get to know. But I guess friendship has its privileges, for people whom I have befriended, followed, and met over the past year were the majority of the contributors to my fund.

But it's the other group - people that I've not met, or who are following me on Twitter and with whom I've either rarely or never corresponded - that made me realize the power of social media. This was a subject of a recent Managing the Gray - Friends vs. friends. It concerned real life (capital 'F') friends vs. associates (lowercase 'f''). I found out that through social media, both groups were there for me when I needed them. Wow. I just never expected that.

When I mentioned It's A Wonderful Life in the video, I really felt like George Bailey, the respected and kind-hearted man who was down on his luck when his community turned out to help him. He always did for others, without the expectation of anything in return. And when he was universally supported by the town, his brother said,

"A toast to my big brother George: The richest man in town."

That's what I feel like tonight. And I can only humbly say thank you to everyone who has stepped forward.

The Consequences
I know I'm going to be catching hell over this. I already am, by Uwe Hook and to a lesser extent, Doug Haslam. This isn't in my nature, and I wasn't simply looking for bling. This was a true need.

That said, I'm open to criticism or comments. Was this defensible? Probably. Would it qualify as a potential experiment for a brand? Mmm, maybe. If I was structuring it as a true conversational marketing project to get the attention of a brand, I probably would have done it differently. Uwe called me out on that, with good reason, I think.

The challenge now, is how to prove my worth to my community. I know, they'll say that I already have, simply by being who I am and doing what I do. But again, I'm not one to ask for things or to simply accept a hand-out. I need to do something. Whether it's to share photos, take a video of my neighbor borrowing the snowplow, or whatever (I kind of like Doug's suggestion). I'll be thinking about it, but I'd certainly appreciate your input as well.

And I'll sign off now with another quote from the movie, this time from the angel Clarence: