Monday, January 14, 2008

A social media experiment

Have got myself involved in a small experiment to see if the power of the network and social marketing is all we believe it is going to be. (I have also mirrored a similar version of this at Integer's shopper culture blog.)

The experiment is being run by Joseph Jaffe who runs a blog that I tend to read on a fairly regular basis. Joseph has written a new book entitled "Join the Conversation" which was published by Wiley in October 2007.

Following success with his previous books at generating reviews in non-mainstream media (none of the usual suspects reviewed his previous work) and buzz in 'new' channels Joseph is, once again, trying to see if he can get his book on the best seller list by practicing what he preaches. (although I have to confess that I have not yet read Joseph's first book, "Life after the 30-second spot" and I know I should!)

So he is trying to use the power of conversation among networks to market a product. He has named this approach UNM2PNM (Using New Media to Prove New Media). As his blog says...

'The underlying thinking behind this effort was that I would use the very approaches in my book to help market it and in so doing, would turn the book into its own case study.'

Obviously that kind of thinking appeals to me.

So what do I get out of it? First off, a free copy of the new book to review as I see fit.

Secondly, I get in on the experiment to try and use the power of my network and the conversation generated here to influence the sale of a product. I thought this was interesting enough to warrant participation and the use of the social media outlets I participate in.

It will be interesting to see what happens given the amount of book clutter that exists (I only have to look at the unread pile next to my bed) and free IP that is generated in the blog sphere - will the supposed power of social media be able to move the needle and encourage greater purchase? Well that also depends upon whether the book is any good and if the reviews encourage people to buy it or avoid it. So when it arrives I am going to try and prioritise some time to reading and reviewing it.

If you want to grab a copy of the book for yourself in advance, you can do so at amazon, (and if you do, let me know) or if you want to take part and post a review, read the original UNM2PNM post for how to participate with Joseph.

Saturday, January 12, 2008

Sometimes, if only ...

Just stumbled upon this on the Russell Davies blog (which I've not read for eons).

Couple of things:

- Couldn't agree more with this particular Labour insider

- I really miss an actual physical edition of The Guardian. Reading Guardian Unlimited is tactually limited. - the feeling that the paper and news print give, and the delight of turning the pages and finding a gem such as this leap out at you from the page.

It's the little things ... and reinforces how important the little things are in everything we do in the marketing world - those behavioural things, those tangible things that bring delight to the brand experience.

While I do miss a morning broadsheet to peruse, I did go skiing yesterday. Just for a few hours - so it's not all bad!

(Picture courtesy of off-spring no. 2)

Thursday, January 10, 2008


Have come across some interesting work and quotes on shopping from the Graduate School of Design at Harvard. Came about because of an architectural interest.

Firstly, Rem Koolhaas:
"Retail is the single most influential force on the shape of the modern city."

No arguments from me.

Secondly,Sze Tsung Leong:

"Not only is shopping melting into everything, but everything is melting into shopping."

The work we are doing at Integer is certainly leading to this thinking. The act of shopping is all pervasive in our work, our lives and in our society.

And finally, a quote from Paul Goldberger, New Yorker Architecture critic who has said:

"Shopping is arguably the last remaining form of public activity. Through a battery of increasingly predatory forms, shopping has infiltrated, colonized and even replaced, almost every aspect of urban life."

Not so sure about urban life, but having spent a year in American suburbia this certainly resonates. Outside of a small local library, the only place to interact with the rest of society is in a store environment. Which is of course driving the New Urbanism movement. The faux town centre which is I suppose at least an attempt to break the hold of the McMansion and cookie-cutter housing estates. Hoorah for that.

Thursday, January 03, 2008

Happy New Year

Hope you all had a great break and saw 2008 in with style.

Plenty of people have done reviews of 2007, so I won't. But I do recommend you read Sean's as it is brilliant.


Tuesday, January 01, 2008

Desktop 365

A guy from TBWA\ in LA tracked his desktop 365 days last year - then made this movie.

Mine never looks that organised!