Archive | online marketing

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Influence Scores: A Gateway Drug

Posted on 20 June 2012 by JasonK

It has been fascinating to watch twitter and other social mediums develop over the past 3 years or so.

I work on lots of projects and as one person in the video below says the 11,000 names in his contact database built over many years are a very real measure of influence that will never be reflected in a Klout score.

Note: Klout is like a short hand measure of social influence and this was the topic. For example see Zena

Last week I spoke with a couple of people I hadn’t had much contact with for 10+ years and when the time and the opportunity is right we can still get projects done. We don’t need to be following each other on twitter for any of that. Although that does help but not for reasons of influence.

Yesterday morning I spotted a project on twitter that promoted a fair amount of offline contact. What was important was that the connections were made and to some extent twitter was the wallpaper that helped us do that.

However the “that” part are very real outcomes which is the ultimate measure of influence. To paraphrase Malcolm X “use any and every tool necessary” to get the job done.

The other interesting point about this video is the 6 way conversation screens and that it was conducted on a Google hangout. Every day I work in virtual teams with others around the world and being able to vision switch through the equivalent of a 6 camera conversation is a good reason to  have a look at google hangout.

David Armano writes in his post called When it’s OK to put your Klout Score on your Resume

“Recently I participated in a Google Hangout with Gini Dietrich (Arment-Dietrich PR, SpinSucks and Inside PR podcast), Andrew Grill (CEO of Kred) and Zena Weist (Expion) moderated Shel Holtz and Neville Hobson. In it we had a spirited debate on the state of digital influence, what it means and how it gets measured.

I stressed the value of outcomes when we evaluate the meaning of digital influence because in order to claim to be influential, there has to be an outcome associated with it. Maybe that’s when you should put your Klout score and other digital metrics on your resume–if you’re expected to leverage your digital influence as part of your job and have the outcomes to back it up, then the value of your social graph is in play.”

Enjoy the discussion below: we had fun recording it.

Subscribe to this feed @armano

I met David Armano at a conference in Melbourne a while back and pleased to hear some of his stories again.

The video is a treasure trove of great content. I keep thinking about the Fast thinking / slow thinking metaphor where Klout is a fast thinking kind of shorthand.

All of my projects are focused on outcomes and while social media is a valid topic – too often I think most of the discussion is just about the tools. When the tools get better we will all do well to forget about them and look to outcomes much more. So ironically here is another discussion about a tool…

Also good to hear was some positives about blogging because I know that while it is fashionable to think 140 characters is enough there is still a need for content origination and discussion.

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Going to #wordcampnz? You Should

Posted on 16 April 2012 by JasonK

Earlier this morning I was privileged to be on Radio Wammo live talking about this years #wordcampnz in Auckland next Saturday 21st of April. We talked about who should come along, why and what it is all about.

The format is q & a with no real script. Glenn Williams does this every day and once the talk is over the video goes up on the Radio Wammo site within minutes.

RadioWammo runs on WordPress (as do many media sites now.)  It is radio with the added zest of being able to watch it either live on ustream or later off the site. Below is my post on the wordcampnz site

“Glenn Williams is a tech media whiz. His @radiowammo show is a treasure trove of radio shows with great people such as Vaughn Davis, Jayson Bryant, Ben Young, Russell Brown and even a very long running series with Sam Hunt.

What is different about Radio Wammo is that Glenn live mixes the video on air. The various shows are on each weekday between 7am & 10am (UTC 1900-2200) and on demand 24/7 at other times.

The show is mostly completely unscripted and completely live with no edits – enjoy. Questions and comments as always are very welcome.”

“P.S – For wordcampers – Glenn will be doing a lightning talk on Saturday afternoon about Radio Wammo see our latest speaker announcement.

I forgot to mention we will filming all speakers on Saturday and making a mixtape DVD of the results for #wordcampnz attendees. BTW – we won’t be live streaming since there are some bandwidth challenges with our particular location although we may try to do some of that if we can.

Sites mentioned in the show:

Special feature (WordPress example in the show) have a look at the Crown Fibre site. CFH is all about the Ultra Fast Broadband rollout in NZand is a project that I have been working on for quite some time. It has been completely rebuilt in WordPress and I’m delighted to have been the developer on the project.

Will do a separate post about that – please let me know what you think about the video and do come along to #wordcampnz next weekend.

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Two Way Branding & Bananas

Posted on 22 February 2012 by JasonK

So what do bananas have to do with branding? We now live in a world where the back story to our brands is as important as the one constructed by the PR people and the marketing team.

Branding is a 2 way process and anyone in the branding foodchain can tell their story quite easily. There is also a huge amount of business in selling bananas. According to this list of banana facts

“Banana is the most popular fruit in the world – people spend over $25 billion a year on the fruit globally.”

Now that online media is ubiquitous we can be sure that questions will be asked and / or that other stories about our brands will become known especially online. I like this project because it is an example of two growing trends in the branding universe.

  1.  The old tactics of legal strong-arming (overly agressive PR) and related activities will become part of the story. Online everyone has some influence. Bananas have a long history in fair trade circles and while new routes to market have been successful most of the banana crop still comes via large companies so there is a lot at stake.
  2.  Kickstarter allows project founders a clever way to publicise and productise their projects. Kickstarter as a brand has created a groundswell of community funding behind causes because the platform makes it easy to get involved. Being online makes it much easier for a few hundred people pledging anything from $5 to way more to participate and make projects happen. From a branding perspective this also helps to validate the project and ideas behind it.*

The video clip below comes from the Kickstarter project to complete a documentary on bananas.  As the film maker Fredrik Gertten notes

“It all started with my previous film BANANAS!* which recounts the lawsuit that 12 Nicaraguan plantation workers brought against the Dole Food Company, the largest fruit corporation in the world.

When the film was about to premiere at the Los Angeles Film Festival, Dole tried to stop it at all cost, claiming the documentary was “fraudulent” – although they hadn’t even seen it. Dole’s law firm sent us a “cease and desist” letter demanding of us to withdraw the film and close its website, or we would get sued. “

A 4m video clip about the project is below. The project will only be funded if at least $15,000 is pledged by Mon Mar 12, 3:50AM NZDT and as of today 13% away. I’ve backed this project as I have watched earlier work by Gertten and so I’m hoping that the doco reaches its target.

Kickstarter is a peer funding project that seems particularly suited for film projects and many documentaries have now been funded in the past 2 years.

* Imagine you have a new widget for the toy market like this Elevation Dock: The Best Dock For iPhone which closed on Feb 12th with $1,4m in funding from 12,521 BACKERS $1,464,706 pledged of a $75,000 GOAL so massively oversubscribed and the product developers have a backlog of actual prepaid orders in this example.

The economics of making more than 10,000 of the docks will certainly help that business scale up and build a great brand.

Update: Feb 25th. Looks like the doco above will get funded and here is another Kickstarter project with a NZ angle that you might like. Just funded with a goal of $90k.
BOY: the American release!Narrative Film project in Los Angeles, CA by Taika Waititi

1,483 BACKERS $92,020 PLEDGED OF $90,000 GOAL with 6 days to go.
To find New Zealand related projects on Kickstarter the best search is New+Zealand http://www.kickstarter.com/projects/search?term=New+Zealand

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