What’s in a Name?
Posted by goodmind on July 29th, 2008
Within the past year, alternative operating systems (as in non-Microsoft) have been gaining market share. This trend coincided with the well documented release and consumer fall out over Windows Vista. According to recent research, it looks like Vista may have one more competitor;
Microsoft has a secret new operating system they’re showing to XP-using Vista haters, reports Cnet’s Ina Fried. Codenamed “Mojave,” over 90 percent of the focus groups in San Francisco loved it, with at least one moved to effuse, “Oh wow,” while using it. When can you get hold of this wondrous new operating system? Right now. Mojave is actually just plain ol’ Windows Vista. (via Gizmodo)
For what it’s worth, if we didn’t have to go through the process of installing Vista, we’d probably like it too.
(If you want to know more about the ‘behind the scenes’ reality of software development and release, we recommend the novel to your left)
Model UN
Posted by goodmind on July 15th, 2008
Our new friend Anthony provides an excellent synopsis of the BrandHacker event we attended last night, a lively discussion of Google’s Open Social Foundation. This analogy captures Open Social (and the ethos of the attendees) perfectly;
The Open Social Foundation is like the UN of various social media properties like LinkedIn or MySpace (or, in open social speak, “containers”). It’s supposed to be a neutral entity that’s only concerned about the development of standards. They’ve built a standard language/platform that aims to be the Esperanto of social media application development.
Building an Offensive Reputation
Posted by goodmind on July 14th, 2008
We’re not quite sure what to make of this rising trend in internet reputation-management consultants. On the one hand, there’s certainly a demand for these folks, particularly as Google search results take the place of a more thorough background check.
On the other hand, the act of “managing” an online reputation seems so…slimy;
In addition to making positive references to their clients more Google-friendly, they can also create entirely new material, including blogs, Wikipedia entries, YouTube videos, and even entire websites sprinkled with key phrases.
If a client prefers a stealthier approach, reputation managers can look for content about a person or entity with a similar name to their client’s, then create links to those sites. That can push those to the top of search results, moving less flattering information well down the list. (via Portfolio.com)
Outside of the mafia, managing an offline reputation by paying people to say nice things about you, or, quite literally, “burying” the bad stuff is absurd. The reasonable approach would be to reach out and connect with other like minded individuals, and engagement of this sort is clearly the flavor of the month, if you read enough blogs.
Then why are online reputation management tactics so decidely defensive, rather than offensive? Sure, you can micro-manage your positive Google hits with SEO, and aptly timed press releases, but an online reputation isn’t the sum of it’s links; it’s about networking and momentum. There are actually platforms for doing this sort of thing. You might have heard of them.
FriendFeed, Twitter, Facebook, et al. provide an infrastructure for maintaining, and sustaining a reputation online, and in a sense, supply the people who will follow your reputation too. Unfortunately, it’s mighty difficult to mobilize an existing reputation unless you’re Steve Rubel, or Michael Arrington, or the fake Steve Jobs. A reputation needs momentum, and that’s what most social networks are missing.
For $10,000 a month, we’d expect our internet-reputation management consultant to manufacture momentum as service, and build us a network of followers, not fiddle around with our Google link juice.
First Things First
Posted by goodmind on July 9th, 2008
Yesterday, good old Scobleizer wrote a nice post on Second Life, suggesting a few reasons why the 3D world failed to take off. He also points to a few companies trying to improve on the virtual world experience online. Somehow, Get a First Life did not make the list.
We checked out the site, and it’s a very well thought out satire, begging the question of whether the creator should consider taking his own advice. (Much thanks to our good friend, Rob Dircks, of Dircks Associates, for the link)
Books on YouTube
Posted by goodmind on July 8th, 2008
Even thought YouTube is in the midst of a Viacom snafu of sorts, there’s no reason to stop creating new applications for the platform. Brand Appeal points to this Choose Your Path game, which basically borrows the concept from the infamous adventure books of yester-year.
Yes, it is literally, a video game, with literary origins no less. But more importantly, as Brand Appeal points out, it empowers the viewer in ways that actually matter to the viewer. What a twist.
Wall•E Is Garbage
Posted by goodmind on July 2nd, 2008
Like most Pixar films, Wall•E contains some “adult humor” moments; social commentary that is perhaps beyond the scope of the target audience. And, like most Disney films, Wall•E is also supposed to sell toys.
Spoiler Alert: Wall•E is basically a post-apocalyptic vision of a consumer society.
Well here’s some clever marketing, why not hand out cheap disposable watches to the kids on opening night, so they can help fill those landfills faster, and bring Wall•E to life! Talk about engagement…or a self-fulfilling prophecy.
At any rate, shelling out $10 for a ticket to Wall•E isn’t a, wait for it, waste.
Brand New Brand Study
Posted by goodmind on June 25th, 2008
Dissecting brand meaning, and what precisely makes a meaningful brand, is popular fodder for the academic disciplines, and better business blogs. It’s also a key component of what we do as market researchers, and we spend a lot of mental energy thinking up new ways to induce consumer definitions of xyz brand, and unpack what said brand “means.”
As such, we’ll be giving this pithy brand map technique from Dear Jane Sample some serious consideration;
Why is mapping exercise this significant from a research perspective? Excellent question, and Grant McCracken has an excellent response;
Noah’s brand tag exercise defines brands in terms of our adjectives. Jane’s project gives us a chance to see how we define ourselves in terms of brands.
This is both halves of advertising’s meaning making arc. Meaning goes into brands. Meaning comes out of brands into us. (emphasis ours)
In a sense, both halves are pretty obvious, or else companies wouldn’t come to us to find out what their customers say/think/feel about their brand/product/service. However, like academics and bloggers, consumers are quick to focus on the theoretical, or abstract meaning that defines a brand. This technique of “brand mapping” seems to ground the definition of a brand within daily life, thus revealing how the meaning (not the brand itself) manifests in actual consumer behavior.
The Big Balloon Race
Posted by goodmind on June 23rd, 2008
Orange, the UK phone company, is sponsoring an Internet Balloon Race scheduled to kick off tomorrow at noon. It’s a whole new take on website navigation, with a little adventure racing thrown in. Every page of the course has two “exits” to choose from, and each site is the equivalent of one internet mile. The point is to travel as “far” as possible, and the winner will receive a trip to Ibiza.
Unfortunately, it is too late to register at this time – as a balloonist or as part of the course as it were;
…users register their “balloon” and they can race from site to site… as for where they go? Sites like this one, can register on their page and put up little balloons, so when people are racing, they go through your sites! (and who knows, some might come back later!)… SO, free advertising for the sites, which give free advertising for Orange, and fun exploring the internet for the users. (via NOTCOT)
Obviously, the whole idea is pretty genius, because everyone (Orange, racers, websites) benefits by participating. More importantly, there’s more than one way to participate; if we’d heard about the event sooner, we’d have registered a Goodmind balloon and submitted Co-render.com to the course.
Update: We’ve actually received word that it’s not too late to join the Internet Balloon Race. Register here.
Social ‘Netiquette’
Posted by goodmind on June 23rd, 2008
Debrett’s is the modern authority on all matters etiquette, taste and achievement.
Recognising people of distinction and the finer things in life are true to Debrett’s heritage, rooted in publishing chronicles of the great and the good over the past two centuries.
In addition to producing the definitive guide to Britain’s aristocracy, the Debrett’s library includes indespensible reference material for all sorts of social situations such as weddings, bar mitzvah’s, house guests, as well as Correct Form; a comprehensive guide to everyday manners for both ladies, and gentlemen.
Centuries of experience also make Debrett’s the modern authority on Online Etiquette Rules, which they have dutifully posted on their website. There’s always been something slightly unsettling about Facebook ‘pokes,’ but perhaps they only seemed uncomfortable, because we simply weren’t familiar with proper poking etiquette. Thank goodness for Rule #1: Think before you poke.
It’s nice to think that even the Duchess of Cornwall is obliged to think before she pokes — which is probably the entire founding premise of the etiquette market.
(via bub.blicio.us)
Bloggers Move Up the Fast Food Chain
Posted by goodmind on June 18th, 2008
Stranger things have probably happened, but McDonald’s, of all corporate entities, has actually elevated the status of the blogger in the professional hierarchy. (In stark contrast to the AP’s best efforts to prevent bloggers from re-publishing excerpts from their articles).
While internal employee social network sites to promote “ownership” are nothing new, Station M made good on the promise, and held a contest where first prize was the prestigious position of official Station M blogger. The eventual winner, Rick, has been taken off fryer-duty to focus exclusively on his new role. And of course, his promotion is a great promotional angle for the world’s largest fast food chain.
He hasn’t posted anything yet, but when he does, we hope he doesn’t try to incorporate any AP sourced insight. Maybe it’s OK to blur the line between producer and consumer when you’re working the deep-fryer, but it’s apparently legitimate cause for legal action, when intellectual property is at stake.
