Jaffe Juice

I'm really proud to share a work-in-progress program which crayon has been working in association with the folks over at Sneaux Shoes.

We were tasked with helping to seed a terrific video, created by PES, for Sneaux Shoes (darn good shoes I might add!) The video is called "Human Skateboarding"

crayon's task was to help seed and stream the video throughout the blogosphere and social mediasphere and to influencers and communities of interest. To date, we've seen over 400,000 views on Break.com, 69,000 views on YouTube, 20,000 views on misc. sites including Daily Motion, 11,000 views on iFilm and the list continues to grow. Most telling is the first video response, a spoof titled "Sub-human skateboarding"

It's terrific to be in a position to effect and implement on behalf of a client and to put our talk into walk as "proof of concept" of the power of new marketing!

Via Ad Age Alerts:

Cramer-Krasselt, Chicago, has resigned as CareerBuilder's agency of record after a five-year run. In an internal memo issued today, the agency's president, Peter Krivkovich, said CareerBuilder put its account up for review after the agency's Super Bowl ads failed to rank in the top 10 in USA Today's viewer poll.

If all it takes to retain a large piece of business is to "rank in the top 10 in USA Today's viewer poll", then there is more wrong with the business than I originally thought. Where is Janet Jackson's boob when you need it?

My thoughts (or lack thereof) on CareerBuilder's clearly inept commercials are on Episode 70 of Across the Sound. Subscribe here via iTunes.

Final reminder and a HUUUUGE request to contribute to the communal wiki chapter of Join the Conversation, but more importantly to take the conversational marketing survey.

We have one more week until we close the survey, which is being conducted in conjunction with the Society for New Communications Research (SNCR). We have a statistically representative sample already, but I'd really like one more push - specifically amongst brand marketers.

If you are a brand marketer, please take 10-15 minutes of your time and take the survey (link is here) and then pass it on to your colleagues or fellow marketers from other companies that you think could contribute. If you are an agency, take it as well and then forward it to your clients etc. etc.

I believe the results are going to be landmark and defining in terms of level setting and benchmarking the current state of awareness, understanding and adoption of conversational marketing practices.

Of course you'll be amongst the first I share them with...

Do you speak conversation? Take the survey here

Thanks in advance for your support and action :)

At the beginning of this year, I decided that enough was enough...it was time to lose some weight. Ahead of the birth of my third child, I wanted to make sure I was healthier, fitter and happier.

Tipping the scales at an unimpressive 224 pounds, it was about time, even at 6'1!

When I came back from vacation on January 2nd, I decided to do a few things...call 'em resolutions if you like:

1. Attempt to lose 40 pounds
2. Go back to the AWESOME weightwatchers.com regimen
3. Not shave until I broke 200
4. Share this with my community as a way of forcing myself to lose the weight or risk the humiliation of failing my community

I had no idea there was a fatblogging movement abrewing and after seeing Jason Calacanis' post today (my bearded exploits were discussed in our videopodcast episode), it was time to post about this.

I am heartened by the fact there is a blogging community out there doing the same thing.

Today, however I broke one of the resolutions...I shaved. Even though I have not broken 200 yet, I am 214 and 10 pounds lighter. It was a mini-victory, but truthfully I had to do this because my wife was at her wit's end with her yeti-like hubby.

The weightwatchers interface is amazing and although they could still do SO MUCH MORE in terms of making their program more conversation compliant, I am thrilled to be a customer.

And so, back to the diet, swimming at the local Y and facially-challenge growth incentives. Perhaps I'll share my grose "before" picture with you at the end of my journey, but until now I am boldened by the fact I have opened up to you all...

I gave a frequent commenter to Jaffe Juice, Tangerine Toad, a mouth this week and based on the receptivity to this, I may invite guest to contribute more often. I will respond in due course in the form of a post comment. This post belongs to the anonymous Toad - JJ

After a lengthy series of back and forth comments about Consumer Generated Content, Joe Jaffe, the host of JaffeJuice, asked me to write a guest blog about it. So this is being Simulblogged™ on both The Toad Stool and on Jaffe Juice.

From the rise of YouTube to the rash of "consumer generated" commercials on the Super Bowl, much has been made of what's being loosely called "Consumer Generated Content" (hereafter, CGC). But it's my opinion that those of us in the ad business have little to fear from CGC since precious little of it is actually being generated by actual C's. Consumers, that is. One of the not-as-widely-publicized-as-I-thought-it-should-have-been secrets of the Super Bowl this year was the fact that many of the entrants in say, the Doritos "make your own Super Bowl commercial" contest were, in fact, aspiring directors of TV commercials who essentially submitted the same sorts of spec spots they've been putting on their reels for years.

Ditto the guy who made the NFL spot (with Pytka) - he was a reformed ad copywriter who was getting an MBA in marketing. Not a random NFL fan.

Joe Jaffe himself gushed madly about the cosmic significance of Coke honoring a sideshow act called Eepy-Bird, who have a well-choreographed routine of Mentos-infested Coke bottles spewing soda. But again, that's not CGC and Eepy-Bird aren't consumers either. They're performers. Performance artists, if we're being charitable.

So lets' lay out a few rules for what constitutes CGC:

1. The creators must be amateurs. By amateurs, I mean no aspiring actors, filmmakers, songwriters, singers, comedians and the like who've done this before and are using YouTube as a way to get noticed by agents and other people who will actually pay them to sing, write, film or spray soda from Mentos-infested Coke bottles. Ad agencies have been getting crap like this from these people for generations. The fact that they can now post them on the internet only means the rest of the world can see how awful 95% of it is. CGC can only be created by people whose main goal is to let the world know how great (or awful) Product X is or to show everyone a really cool/funny/dangerous thing they've figured out how to do with Product X. Not people whose main goal is to boost their fledgling careers.
2. The content must be created for the express purpose of sharing it with as many people as possible. So no, your home movies that you share with your family don't count. It only counts if your goal was to put it on something like YouTube and get as many hits as possible.
3. It must be created as a paean to, or dis of, a specific brand or product. Spewing Coke is about blowing things up. It's not about soda or Coke or even beverages. It's about making carbonated liquid spew. The tie-in to Coke is inconsequential and the acts do not demonstrate any positive or negative value about Coke-- just that it's fun to watch Coke spray when you add a Mentos to the bottle.

If you meet all 3 criteria, then yes, you have Consumer Generated Content. But I wouldn't hold my breath. I don't see too many consumers with the time or the energy to make a real film about a brand. Particularly one they won't get paid for. Few brands inspire this sort of loyalty. Maybe iPod, maybe Harley. But I can't think of too many beyond that. The ones who do actually create CGC tend to create something that is at best, notable for its earnestness and amateurishness. (You know, the stuff that the Teddy K's of the world call "authenticity.") And that's a style that gets old pretty quickly.

Bottom line is, our jobs are pretty safe right now. Well, at least when it comes to competition from consumers.

From MSNBC, a man's body was found in front of his TV 1 year after his death. The TV was still on. No doubt his statistics have been included in viewership numbers, sell-sheets, and engagement reports.

Finally, New York got some snow and with it, the entire city seemed to speed-wobble. Kind of like what happens in LA when it rains.

I was in Birmingham, Alabama and missed the first half of the "Blizzard of 2007", although I did almost get hit by a tornado on Tuesday night! Seriously.

Over the course of the week, I have encountered (directly and indirectly) countless acts of unforgiveable customer service, customer response and customer reaction.

Customer service - Ruth Chris' legendary steakhouse at the Embassy Suites in B'ham, AL might be legendary, but I wouldn't know because it was completely full on the 14th when I got back to my hotel. Unable to get a table, I went up to my room and was told by room service (operating Ruth Chris) that I would have to wait almost 2 hours for my order. "Do me a favor," says the rude operator, "It's Valentine's Day." "I'm sorry" says the manager. Sorry doesn't cut it. Why wouldn't the Embassy Suites slip a note underneath the doors of the residents to inform them of booking early or making alternate plans? Why didn't the restaurant set aside a portion of the restaurant for people staying at the hotel? Why didn't the manager make an exception and rush an order through?

Customer response - My brother-in-law and best friend were attempting to fly out to Ithaca yesterday from LGA. US Airways 800-number couldn't cope with the volume of calls and so just disconnected everybody. Their website couldn't cope with the number of inquiries and so just spazzed out. Their chat didn't help either. For the love of everything sacred and pure, why the hell don't you guys plan for these occurences instead of investing in online chat which doesn't work? Can't you read a weather forecast?

Customer reaction - Jet Blue left its passengers stranded on the tarmac for over 8 hours yesterday (see all 359 articles here) and some dumb schlub from Goldman Sachs decides to upgrade their stock as a result to "Buy." Try "Bye" as in "Buh-Bye." What is this world coming to when the result of downgraded customer expectations is upgraded financial expectations. In fact Jet Blue's stock price increased yesterday. The reason given by an aviation-consultant: "traders weren't on the planes" Jet Blue have refunded the fares and issues a free round-trip to all affected travelers, but I wonder if they'll have the choice to choose a different airline...

What a wacky world.

Great post from a new blog on my radar, 5 blogs before lunch, on "buzz marketing", in particular premeditated controversy, as a forced move (as opposed to a choice)

The rationale behind gems like Stupid Bowl's Snickers man-kiss, GM's robot suicide and even Orville Deadenbacher comes from a senior marketing executive at a Fortune 100 company and runs along the lines of:

...the only way advertisers can cut through the clutter these days is to advertise on "event TV" like the Super Bowl, and the only way to get "buzz" off of an event like this is to be controversial--outrageous even.

Riiiiiiiiiiiiiiiiight. So how long will it be before consumers throw in the towel on our ridiculous antics and give us up for good?

The survey is up and running and your vote will help determine which cover I end up using for my book

Click here to take survey

Update: 2/15, 3pm EST, 244 responses to date: 2 covers are emerging as clear favorites...and right now an agency (yes...an agency) is kicking the butts of 2,000 bloggers!

Update: 2/15, 7.22pm EST, 286 responses and design D is running away with it.

Update: 2/25: The survey is now closed. Who won? You'll just have to wait and see!

We have another week or so left of the Conversational Marketing survey, which I am piloting in conjunction with the Society for New Communications Research. The results will be released with my book in September.

If you haven't done so already, please take 10-15 minutes of your valuable time and take the survey. Moreover, if you can forward this to your clients, colleagues, peers etc. to complete, that would be most appreciated.

I am particularly interested in guaging marketers' opinions on the subject matter, but of course the survey is open to anyone.

Again, here is the link: http://www.twisurveys.com/SNCR2007/

After viewing this year's crop of Super Bowl advertising and reading about the dismal traffic to advertisers' respective websites (for example: peak traffic per minute this year was 282,000 versus 750,000 last year), I couldn't help but wonder why any self-respecting advertiser would purposely choose *not* to maximize the potential of a $2.6 million investment.

Is it a deeply-seated masochistic tendency, a career death-wish or perhaps just good old-fashioned cluelessness?

To be sure, some commercials didn't need to work as hard as others in terms of needing to drive to web, but for the most part what was on display was a collection of utter stupidity.

Why? I would contend it is the "YouTube phenomenon" - a linear drunken obsession with maximizing the "Amplification" of a self-contained 30- or 60-second one-off communication.

This year was all about 2 things:

1) Creating the most artificial buzz (often negative) in order to force a disinterested consumer to pay attention

2) Sustaining the short-lived momentum by replicating the message as many ways as possible

Don't get me wrong...a YouTube exposure is a permission-based one and therefore a lot more valuable apples-to-apples. My point however is simple: band-aid solutions to gaping wounds of hemorrhaging loss of brand investment is sure to be short-lived and thus, fatal.

YouTube is a great way to fill in the cracks in the once-impregnable walls of brand communication, but what happens when a Butterfly Effect (AKA Tipping Point) results in the entire structure collapsing to the ground?

Yesterday, I experienced a moment I will never forget for many years to come.

I was in Atlanta at my client, Coca-Cola. During lunch, everyone made their way to the outside quad and gathered around a very busy platform with tables, strings, pipes and tons of 2-litre bottles of Diet Coke. Two gentlemen appeared with goggles and white coats and then the magic began...

Stephen Voltz and Fritz Grobe, A.K.A. EepyBird, performed Experiment #214, the Domino Effect in front of the entire Coca-Cola Company. Chairman Neville Isdell was in town, and although I can't confirm he watched, I'll bet he did.

I was like a kid in a candy store as I watched on in awe of the NEW Celebrities (Ad Age's Agency of the Year) did their thing.

At the end of the performance, the sound heard was not the sound of silence, but rounds of cheers and applause.

This moment was the realization of blood, sweat, tears and passion that new marketing is here to stay.

Think about it: two talented, yet normal citizens of planet earth (actually Buckfield, Maine) become the poster children for the rise of CGC and more importantly, the democratization of creativity. Not only did they get the attention of The Coca-Cola Company, but they got the acknowledgment and respect in the process.

I was not approached by Coke to blog about this. I specifically requested the ability to talk about this seminal moment in the history and future of branding and share this experience and my feelings with YOU (the person of the Year)

As a thought leader and blogger, I spend a lot of time blogging about companies and brands that get it and don't get it. Generally, I'm on the outside speculating about what goes on inside. Yesterday, I got to witness a completely different side from the inside-out. I was at the Eepy-center :) of the brand that got me interested in marketing in the first place and I walked away more hopeful and determined than ever before.

So I just got to see the remainder of the spots I missed, thanks to YouTube.

Most notably:

• Fedex - what happens when you are addicted to 30-second spot extravaganza's like crack cocaine.
• Class Mencia - very funny and sure to be popular, even with its un-PC execution
• Snickers - Terrible Terrible Terrible. Even more un-PC and worse still, insulting to boot.

There were a couple of other Bud spots - Rock, Paper, Scissors and Reception that were harmless and forgettable.

Doesn't change my overall opinion that this was yet another year of embarrassment and underperformance.

What this business needs is some Flomax or Flonaise or FloJo in order to correct our irregular stream of creativity

Sidebars:

• Can't believe there were 49 commercials (not to mention the repeats like Go Daddy or Careerbuilder x 3+
• Spare a thought for Van Heusen, coming in stone last. Worse still is that most viewers think it is an upcoming movie starring Hugh Jackman

2 episodes of Across the Sound for you:

Episode 69 - my first VideoCast, with co-host Jason Calacanis. Recorded at his home in Brentwood, CA, it's mt first foray into video. Not very visually stimulating, but it's a start

Episode 70 is my Super Bowl XLI commentary and critique which was recorded live during the big game and uploaded within a couple of hours of Peyton Manning leads his Colts to a victory.

I also live blogged some thoughts on SuperAdFreak along with industry luminaries

It's not just the *one* time of year that people "look forward to watching the ads" (about as true a statement as the notion of "Must See TV"), it's also the one time of year I take the time (why, I don't know) to critique them.

In addition to recording ATS "live" during the actual game....you'll hear me oooh, aaah and aaaaaaargh as the ads unfold themselves...riveting stuff I know...king of like Must Listen Radio AKA Free FM...I will also be blogging for SuperAdFreak, along with some up-and-coming bloggers-in-training David Lubars, Jeff Goodby and David Droga.

FORE! Let's get ready to rumble. Charge! DEFENCE!

(I'm talking about the ads of course)

Some dumb idiot bid $1,250 on the Aqua Teen LED sign on eBay.

But will he or she tune in?

THAT'S the $1,250 question!

The company behind the Boston Mass-a-scare is called Interference, Inc.

Their site was down today (gee, I wonder why). Now this eloquent note which clearly was not written by lawyers:

We at Interference, Inc. regret that our efforts on behalf of our client contributed to the disruption in Boston yesterday and certainly apologize to anyone who endured any hardship as a result. Nothing undertaken by our firm was in any way intended to cause anxiety, fear or discomfort to anyone. We are working with Turner Broadcasting and appropriate law enforcement and municipal authorities to provide information as requested and take other appropriate actions.

Look, I don't think these guys set out to shut down Boston and the reaction in the other cities was virtually non-existent. I've heard many versions of this story, but for now let me leave you with this thought...

On their door is written the words, "always interfere." Personally, I would disagree with this approach, although my title is Chief Interruptor. Bottom line is that we've become so desperate to "break through the clutter" that words like "viral", "buzz" and "guerilla" are quickly turning into the equivalent of shooting gerbils through cannons...and I think we know how that story ends.

The book covers submitted to date are all up for display in the crayonville lobby in Second Life.

I still need to do a few more finishing touches, as well as get the one Wiley/myself worked on, plus putting some voting component together as well.

So swing on by and browse the submissions. Let me know what you think. I have my personal favorites. What about you?

I'm really pleased to announce the launch of a landmark research survey on Conversation and Conversational Marketing, which is being piloted via the SNCR in association with my book, Join the Conversation.

The results will be shared (hopefully, if I get my act together) in my book in September(ish), as well as through the SNCR in the Fall. By filling it out, you'd also be able to get a topline summary before anyone else...

The survey is open to everyone, but I am particularly interested in brand marketers filling it in. I urge you, if you are a brand marketer or know one, to take the survey and moreover, spread the word and the survey.

The survey link is here: http://www.twisurveys.com/SNCR2007/

Thank you to Jen, Tudor, Shel and Aaron for all their help in putting this together and getting it out.  Now get going....we have 2 weeks to hit our quotas :)

Not sure what to say about this one. To be honest, I'm at a loss for words (a first for me)

Yesterday, a whole host of pretty prominent blogs "closed down" abruptly (at least as far as I was concerned) It's possible there was communication within the blogs leading up to the switch off yesterday, but from my perspective it all hit when I read this e-mail on Jason Calacanis' blog about PVRWire and this one on AdJab (which should be very familiar to those who read Jaffe Juice), plus a more cryptic one on Chris Thilk's other blog (which is not closing down, I think). BTW, no explanation on PVRWire.

Taking a step back for a moment, here's your brief chronology:

- Jason Calacanis starts Weblogs, Inc., a blogging network (competitive to Gawker et al)

- Jason sells Weblogs to AOL for $40 Million give or take a penny

- Jason works with AOL/Netscape for a while and moves on to Sequoia Capital

- AOL closes a bunch of blogs down. Here's the only explanation I have via JC:

As part of the consolidation of niche blogs at AOL they are shuttering PVRWire. This one I don't agree with because PVRWire is clearly on the road to hitting 1M pages a month as you can see below.

Based on that trend they should hit 1M by the 3rd quarter, and 1M pages a monh is when a blog becomes worth managing at a big companies like AOL.

I've offered AOL to take over these blogs and give them the ad slots for a period of time... I'm waiting to hear back. I'm doubtful.

For what it's worth, I'd be happy to take over AdJab as well or figure out what to do with the brand. I would say, Tom, Adam, Chris et al...open invitation to write for Jaffe Juice if you ike, but I have a feeling these guys are good to go and have a plan based on Chris' post and the very "What the F...." farewell from them, which was bizarre to say the least...no venting...no explanation....just a very timid adeau.

Is this blogfading? No. Are these blogging layoffs...yes, but why? Both blogs have impressive Technorati rankings. So why then? Where's the explanation from AOL? I feel they have an obligation to justify this decision. Actually I feel the AdJab guys should have been a little more upfront as well?

The AdJab community deserves more...but then again, we did these guys wonderful commentary and wisdom for free, so do we have any rights to anything at the end of the day?

All I can put this down to, until I find out more information is CLUELESS, CLUELESS AOL (AGAIN!)