-Customers On Fire- The Co-Creative Business Show

Interactive Marketers, The New Stick In The Muds?

karl.long@gmail.com (Karl Long) — Sun, 27 Apr 2008 11:47:40 +0000

Is the web really moving so fast that the recently, bold, innovative, interactive marketers are now the “traditional” media? Are they obsessed with RIA/Flash based “orgies” for the senses and missing the boat a little on the “new” marketing, the conversational marketing, the blog marketing, the social software etc.

I was listening to a rant the other day on Joseph Jaffe’s podcast, and the rantee kept saying a phrase that brought back memories of the heady days of the dotcom era, namely “they just don’t get it”. Now, i’ve got mixed feelings about that phrase, because in many cases it came to represent the hubris and aragonce that would sometimes creep into the culture of these agencies. But that being said, the successful interactive agencies probably have some structural and cultural problems that will get in the way of them jumping on this next wave.

From a recent report from Forester, Interactive Markters had this to say:

Just 13% reported using blogs or social networks in marketing, and 49% said they had no plans to do so in the next year.

If that’s the marketers then what hope do the clients have? Talk about the blind leading the blind.

Mind you, if you then read this article here it seems that McKinsey is taking a leadership position in getting some old and new media leaders to get together in New York. Mind you in support of the idea that what used to be new media is now traditional take a read of this quote:

McKinsey, the management consultancy, is understood to have asked senior executives from old and new media groups alike ?��Ǩ�� from Yahoo to YouTube

From “Yahoo to YouTube” that’s pretty funny. I wonder if anyone from technorati is going?

Tip of the Hat

Nintendo Aims For the Grey Market II

karl.long@gmail.com (Karl Long) — Sun, 27 Apr 2008 08:13:08 +0000

Just a quick followup on my previous post of Nintendo aiming for older gamers with Brain Age. I was just reading the comments on a blog post that was talking about the release of the new Nintendo DS Lite, a smaller version of the Nintendos dual screen handheld game, and I came accross this comment:

Yeah, great price! Sucks though because I want to get my mom a DS for mothers day and I hate knowing the new one is right around the corner. I’ll figure something out. Wal-Mart 30-day return policy or something.

by adamcole on 05/04/06 07:08 AM

It’s mind boggling to me that Nintendo has a game that not only could appeal to baby boomers but could appeal to their kids to buy it for their parents.

Oh and BTW I just found out the other day that Brain Age was developed by a small team in 90 days, and has sold over 5 million copies in Japan.

Making a Deal - How To Charge For Micromarketing

karl.long@gmail.com (Karl Long) — Sun, 27 Apr 2008 05:10:25 +0000

I have talked to a couple of clients about helping them do some micromarketing, and have been having some interesting discussions. The issue is how to charge for it. As opposed to traditional marketing, micromarketing essentially starts small and grows over time

But how do you charge for something you are going to grow over time, that is essentially going to star

"Customer Made" vs "Co-Creation" vs "Consumer Generated" vs "Citizen Media"

karl.long@gmail.com (Karl Long) — Sat, 26 Apr 2008 15:27:00 +0000

Chris Lawler on the 8 styles of co-creation

Article on Trendwatching on Customer Made

Jennifer Rice on Co-creation vs. Customization

ROI of Blogs is a Massive Red Herring

karl.long@gmail.com (Karl Long) — Sat, 26 Apr 2008 13:04:42 +0000

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COF4 Special Guest John Winsor CEO of Radar Communications (mp3)

karl.long@gmail.com (Karl Long) — Sat, 26 Apr 2008 06:20:38 +0000

Welcome to episode 4 of “the co-creative business show” a weekly podcast on the topics of co-creation, co-creative business and the technology and media that underlie this trend. This weeks special guest/co-host is John Winsor, CEO of Radar Communications and author of “SPARK: Be More Innovative Through Co-Creation“. I really enjoyed this show and hope you get some useful ideas from it, as always i’m allways looking for feedback, either in the comments, via email, or audio comments. Thanks, Karl

00:00:00 - COF4 Welcome
00:03:24 - Welcome John Winsor
00:04:42 - Diffusions of Innovation
00:05:05 - Flipping The Ad Model Funnel
00:08:21 - Beyond the Brand (or co-creating from the bottom up)
00:10:34 - Co-creation inspiration - Ethnography, being with customers, “porous companies”
00:13:11 - Marketing vs. Micromarketing
00:14:51 - Skate & Surf Inspiration - Culture, Meaning, Participation
00:17:39 - Engaging in Co-creation is Engaging in “meaning making”
00:18:58 - Patagonia is the example, again
00:21:15 - Fun as a core value
00:22:29 - Hanging With Your Customers - Strategy?
00:23:35 - Fun as a core value: Sign up forms
00:26:58 - Spark: Be more innovative through co-creation
00:30:24 - A more holistic model for business - vertical integration from supplier to customer
00:34:27 - I knows me some ugly Myspace pages
00:36:34 - Mc YouTube 100 Million Videos Served
00:38:32 - The attention economy continues
00:39:33 - The video “conversation”
00:40:45 - Crowdsourcing - Cambrian House & other examples
00:49:55 - Wag of the Finger and Rant of the week: The Coke Show
00:51:54 - Frameworks for Co-creating through social media
00:57:08 - Tip of the Hat: motorola Q wiki
01:00:22 - What can you do with a wiki, beyond encyclopedias, and John Winsors Wiki secret
01:02:11 - Wrap up, thanks, and bob long plays us out with Traveling Riverside Blues

Sucking up to Bloggers

karl.long@gmail.com (Karl Long) — Sat, 26 Apr 2008 03:03:02 +0000

COF3 Special Guest Yobie Benjamin CEO of GoodStorm (enhanced m4a)

karl.long@gmail.com (Karl Long) — Fri, 25 Apr 2008 18:05:26 +0000

00:00:00 COF3 Welcome, intro, listener comment
00:03:51 Introducing Yobie Benjamin, background etc.
00:07:22 Goodstorm
00:10:31 Non Profit MLM analogy (how non profits can engage their constituents in co-creative and profitable ways)
00:12:33 Goodstorm competitors
00:16:08 Who controls pricing
00:17:58 Sign up process
00:21:00 Yobie hints at massive non-profit roll out
00:22:11 Good work and making meaning with organizations
00:25:43 Social Media and Traditional Media (market buzz and institutional buzz)
00:29:49 Podcasts as in-depth conversations
00:32:12 Using Podcasts in more co-creative ways
00:35:33 COF Scoop big announcement regarding mp3 music collection
00:37:40 Goodstorm Distribution On Demand
00:39:26 Closing Thoughts From Yobie
00:40:26 Goodbye from Karl
00:41:29 Bob Long plays us out with Banty Rooster blues

Marketing Monger Podcast

karl.long@gmail.com (Karl Long) — Thu, 17 Aug 2006 19:38:09 +0000

Eric Mattson of Marketing Monger is in the process of doing 1,000 podcasts around marketing topics, and i’m glad to say I am interviewed on number 76. Lots of topics covered from co-creation, value chains, competitive advantage, and viral marketing. I talk again on the idea that companies need to have a portfolio of viral experiments, and on a related note check out this comment on JaffeJuice about the 24 hour ad agency

“The 24 Hour Ad Agency.” The focus isn’t on spending 4 months crafting the hell out of a 4-color magazine spread, but on creating new ads hourly, even minute-ly. Match the audience’s appetite for content, versus just living up to the agency and client’s abilities to clock thousands of hours on one idea. It’s as much about constantly measuring the pulse of society and the client brand in that environment, as it is reacting almost instantly to the culture.

COF4 Special Guest John Winsor CEO of Radar Communications (enhanced m4a)

karl.long@gmail.com (Karl Long) — Mon, 24 Jul 2006 20:12:32 +0000

mp3 version of the show can be found here