Jaffe Juice

An iPhone for an episode Part II (with a twist)

If you're wondering whether my spontaneous iPhone (which I looooooooove) for an episode of Across the Sound was a fluke, wonder no longer.

It's official. I have my second iPhone, but this time it's a whole different ball game.

Enter Tim Coyne, "LA's Web Maverick". He's an actor; a podcaster - check out: The Hollywood Podcast; a listener of Across the Sound.

Tim - not you, your company or your clients - responded to my original barter/sponsorship offer and I'm now the proud owner of 2 (two) iPhones.

It's always terrific to meet a listener of the show; it's even better when they are not necessarily in the marketing field (people like Matthew Ebel for example) Diversity of audience allows for a richer conversation and in most cases, these "non-marketing" people are in reality, better marketers than you or I. The reason is simple: marketing is not something you learn or study or buy...it's something you either have or you don't.

Take Tim for example. He's using the Web and new marketing to differentiate himself. Amidst a sea of sameness, Tim is hoping that this sponsorship helps elevate himself.

Tim has a specific goal: leverage this sponsorship to achieve a very specific outcome: to secure an audition on either CSI, Criminal Minds, Shark or House. All four are terrific shows...I watch them all. I absolutely love Criminal Minds (probably one of the most underrated shows) and am a big James Woods fan.

You can hear it all right here

To help him narrow his search and focus, he'd like both his and my community to decide for him. You can leave your vote/choice as a comment on this thread or vote on his site.

As Tim explained to me on ATS #86, this is more "Fatblogging" than it is "One Red Paperclip" conceptually. By putting a stake in the ground and coming out with a goal, Tim is hoping that this will be "audition by community".

Tim plans on documenting and sharing his journey with you as well. He'll be podcasting about it, sending in audio updates to ATS. He'll be twittering throughout: http://twitter.com/timcoyne. Tim really is Actor 2.0

...but it doesn't stop there.

This sponsorship is going to involve you. In this new and wonderful world of social media and social networking; where book titles like "Wisdom of Crowds", "Tipping Point", "World is Flat", "Long Tail", "Life after the 30-second spot" and "Join the Conversation" are not cliches, but calls-to-action, each and every one of us can make incredible things happen.

You can help in one of the following ways:

• The direct way: social/networking. The ability to make the kind of introduction which helps secure Tim an audition. He'll take it from there i.e. let his talent do the talking
• The indirect way: spread the word! Internalize this. Make it your own. We have the power to uplift a burgeoning brand. We can get Tim on The Today Show or Good Morning America. A combination of social media and mainstream media would do the trick
• The social way: help create an audio promo for Tim...or better yet, interview him on your podcast. His e-mail address is: thehollywoodpodcast [at] mac [dot] com
• The internal way: All you PR junkies out there...help Tim with his press strategy (social media releases etc) or marketing

NOTE: Do not approach any of these shows - or their personnel - directly. Hollywood is a relationship game and it's really important not to burn bridges.

...but it doesn't stop there!

Mack Collier, are you listening? I'm going to pay it forward and give the iPhone right back to the person that is ultimately *most* responsible for helping Tim realize his dream. You see...maybe I do know what I'm doing after all :)

This sponsorship is not about an iPhone (although there is tangential thread about the iPhone becoming a sort of creative currency if you think about it), it's about Tim; it's about the incredible community that is Across the Sound; it's about the power of using new marketing to prove new marketing.

So do it for an iPhone if you must, but more importantly, do it for Tim. It's a great opportunity for us to use new marketing to prove new marketing.

On your marks. Get set. GO!

LINKS

LA INDEPENDENT ARTICLE - "L.A.'s WEB MAVERICK"

http://media.libsyn.com/media/hollywoodpodcast/timcoyne_lawebmaverick.pdf

PODCAST USER MAGAZINE ARTICLE - "THE HOLLYWOOD PODCAST - A guy.  A scooter.  A dream."

http://media.libsyn.com/media/hollywoodpodcast/podusermag-issue14.pdf

TWITTER

http://twitter.com/timcoyne

THE HOLLYWOOD PODCAST

http://hollywoodpodcast.com/

THE HOLLYWOOD PODCAST STARTER KIT

UNKEMPT #20 - IN THE CLOSET PT. 1

http://hollywoodpodcast.com/2007/06/unkempt-20-in-the-closet-pt-1/

HOLLYWOOD PODCAST #36   - OVERNIGHT SUCCESS PT. 1

http://hollywoodpodcast.com/2006/07/overnight-success-pt-1-that-was-then/

Carat makes a bold and timely move...

I predicted a long time ago (I'm talking 5 years) that one day, the new wave of leadership in the marketing/media space would come from within the digital space.

There is absolutely no conceivable way that the leaders of tomorrow can possibly come from anywhere else than the digital realm. That doesn't mean they necessarily have to *be* in digital at the time, BUT they're going to have to be deeply and intimately versed in the interactive space in order to stand an iota's shot in hell of being considered.

I might take this one step further and add in a layer of new marketing knowledge that extends beyond the media (online advertising, video, search) business, but for now...it's all digital.

To that end, I want to congratulate two friends/colleagues, Sarah Fay and Scott Sorokin, who have been tapped by that man Verklin to LEAD the newly formed, integrated or is it compressed "Carat". Out goes the old guard and in comes the new generation. It's ballsy. It's obvious. It's a bold experiment.

On one hand, you could say what's old is new again (much like agencies that unbundled and are now reconsidering rebundling), what has emerged is a whole, as opposed to a part of sums. However in this case, the fact that the leadership (and bias?) is coming from the interactive arena sends out a loud and clear signal where Carat's focus will be aimed in the future to come.

David Verklin is a pretty astute marketer. Make no mistake. He is opportunistic and very eagle-eyed when it comes to being where everyone else has yet to consider.

I'm very impressed with this move and I wish Sarah and Scott only the best in this new challenge.

Something's coming...

Check out Jaffe Juice and Across the Sound around 4-5pm EST today.

Episode #86 of Across the Sound has a sponsor, a terrific initiative and even an incentive (Hint: it rhymes with MyTone)

A message to all my Feedblitz subscribers

Feedblitz, which is the service that powers my daily e-mail digest, now offers me the ability to learn a little bit more about the motivations behind people that unsubscribe from Jaffe Juice (yet, it happens from time to time)

Some of the reasons include: (from the sublime to the ridiculous)

• Content no longer relevant
• Too many updates
• Subscribing via another method
• ISP requested removal
• Changing e-mail address
• Other or will not disclose
• Offensive, strongly disagree or disapprove

Here is some commentary, starting with the most important one:

Too many updates - This the worst possible reason because it goes against the very nature and fiber of what makes a blog different, unique and special. It's ironic because most of the time I'm worried I don't post enough and so, when I get this explanation I want to tear my hair out. Here's why: blogs are the ultimate on-demand or pull-/permission-based vehicle. e-mail, whilst subscription-based is still push based. The beauty of blogs is that when I update my blog, you'll know about it. If I don't update in a month, so what. You haven't missed out. Sure, e-mail does the job, but what happens when you subscribe to 20+ blogs via 20+ e-mail newsletters...e-mail becomes VERY intrusive.

So here's what I want you to do if you are subscribed via Feedblitz:

1. Go to Bloglines (http://www.bloglines.com) and register

2. Next, click on the "Add" button and in the box, type http://www.jaffejuice.com

3. There are a variety of feeds displayed. Generally, you'll want to look for one that includes the name, "feeds.feedburner" or an extension that ends in atom.xml or rss.xml. I have one for example that will translate each post into audio and generate a mini-podcast (readspeaker). Select feeds.feedburner.com/jaffejuice

4. If you like, you can preview the feed, to confirm this is the right choice and you like the format

5. Now scroll to the bottom and click on the "subscribe" button

 

6. You'll notice that "Jaffe Juice" now appears in your list of feeds on the left hand side. When it's "bolded', that means there are new unread posts (the number is displayed in parentheses)

7. You're almost done. I recommend you click on "download notifier" (under "additional features" in the feeds tab) which will place a neat icon in your menu bar tray.

8. When it lights up, "you've got posts" and one click will take you to your selection

9. As you get used to Bloglines (or your preferred R.S.S. aggregator/reader), play around with various options, preferences etc. such as how many posts to display etc.

10. Subscribe to more blogs and even your favorite media outlets (many have R.S.S. enabled feeds now)

Note that this will work for all multimedia e.g. subscribing to my podcast, Across the Sound (type in: www.acrossthesound.net). Look for the enclosure to click to play

Subscribing via another method - This is music to my ears. And based on the previous point, I hope to see many more of these as you migrate from e-mail to R.S.S.

Offensive, strongly disagree or disapprove - I've only received this once and it was CBS' Les Moonves

Content no longer relevant - How can this ever be true, when there is always new news, ideas, memes and threads popping up every day? Perhaps these people feel I'm a broken records; perhaps they've seen the light and don't need me anymore? Who knows...

Other or will not disclose - To me this is the most saddening and/or maddening one of all. It's so selfish that, after receiving free and hopefully valuable content for a period of time, some people don't have enough respect to give some constructive feedback.

So there you have it. I really hope I'll be seeing less "too many updates" and more "subscribing via another method". Remember, head on over to Bloglines (or similar R.S.S. aggregator) and give Jaffe Juice a whirl via R.S.S. If you like it, go ahead and unsubscribe to the e-mail digest and while you're at it, start subscribing to many other terrific marketing blogs, like these 32 M.V.B. finalists or Ann Handley's Daily Fix.

Linkety Link - July 29, 2007

• To blog or not to blog? That is the question.

• Web Jungle on "Death of the User" - BRAVO!!!

• Are Bloggers Allowed to Make Money? writes Lewis Green on Daily Fix. This post follows the conversation which began after I offered sponsorship of an episode of my podcast in return for an iPhone
• CC Chapman continues the thread on Managing the Gray. He's concerned "new media" is selling itself short. I'll answer him in person next week when CC and I hopefully record a segment for Across the Sound together.

ATS #85 - Live from the IAB Conference in Mexico City

This episode was recorded in Mexico City after my keynote at the IAB Conference on July 27th, 2007. Unique insights into the Mexican online ad market. Audio comments to +1 206 203-3255. Join the twitter group at www.twitter.com/acrossthesound

Direct download here
iTunes or iPhone subscription here
R.S.S. Feed here

0m - Final Simpsons Introduction from Scott Monty

5m30 - The microphone is passed around the room and you'll get to hear from a collection of conference attendees, organizers and speakers.

13m30 - Happy Birthday in Spanish

14m45 - Congratulations to my friend, Dave Morgan, who just sold his company, Tacoda, to AOL. What a treat that we get to share this together literally a day or two after the announcement.

16m30 - Danny Meadows-Klue, one of the pioneers in the Interactive space and founder of the IAB Europe.

19m20 - Thanks to Media Contacts, who sponsored my presentation and 500 copies of Life after the 30-second spot, which I'm proud to say has now been translated into Spanish. Observations on calls-to-action and the fact that everything is global.

23m35 - A Discussion on the CNN-YouTube debate

32m50 - From voter apathy to marketer apathy. Do people or companies run markets? A discussion on change management, selling through new marketing approaches, integration and experimentation (AKA Will it Blend?)

Freshness and Zombies don't go together

ConAgra has shifted its Orville Redenbacher and SlimJim accounts from Crispin Porter. Gee, I never saw that one coming...

Guess faking conversation and forcing negative buzz doesn't work after all...

Real questions from real people for fake politicians

Last night, the landmark and unprecedented CNN - You Tube debate aired on television (CNN). All in all, roughly 3,000 questions were submitted. Obviously only a fraction were asked.

I watched part of the debate and I, like most people, walked away with an overall favorable feeling towards this new and novel format.

There are plenty of insights, observations and discussion points worth noting. Here are a few thoughts:

• Why did CNN need You Tube? Surely CNN should have had the clout and reach to do this "solo"?
• Corollary: This was a great way to engage a younger and more proactive audience - both in terms of participation and tune-in.
• To that end, what % of viewers last night do you think were "new to CNN" and what % do you think will stick around and keep watching CNN?
• Cheers to CNN for tightly integrating this into their pre- and post- programming e.g. airing and extending this consumption experience via "video responses"
• Jeers to CNN for having to cede so much equity and visibility to You Tube (as opposed to CNN)
• For those of you wondering what happened to all the questions that *didn't* make the debate, here they are. I'm still wondering how many were censored or perhaps I should say "rejected"

Last night's debate is anywhere between a seminal moment in media and a very clear notch in the lifecycle and evolution of media where we saw YouTube (AKA Google) as an ever-emerging media powerhouse. It also undermines the declining influence and clout of the traditional/old portals: Yahoo!, MSN and AOL.

The Republican debate is on September 17th. I'll be watching.

ATS #84 - iPhone for an episode trade, monetizing podcasts, Simpsons, 7-11 and much more

Audio comments to +1 206 203-3255. Join the ATS Twitter Group at www.twitter.com/acrossthesound. This week's show builds on last week's experiment of an iPhone for an episode of ATS sponsorship.

Direct download here

iTunes or iPhone subscription here

0m - One more round of Scott Monty's terrific Jaffe Juice intro

2m - iPhone for an episode update. Chip Griffin, CEO of Custom Scoop will be sponsoring an upcoming episode of ATS plus terms of a new supersized offer for a month's sponsorship...

12m - Responding to Mack Collier's  assertion that sponsorships need a  communal component and additional/ incremental value exchange. Is this the new value exchange i.e. free content is not enough?

25m - Random choosing an audio comment. This one is from Simon Young from New Zealand on a great Generation C initiative (Looksy.org), as well as the spirit of disagreeing.

31m17 -  A terrific "walking the talk" initiative by Plaid - The Plaid Nation tour, plus an audio comment from Darryl Ohrt about introducing internal bloggers (specialists) within organizations and a trackback to Debbie Weil/Alliconnect blog and the need for a conversation department.

40m15 -  Winners & Losers:  My winner is 7-11 for their self-deprecating (and smart), playful and irreverent participation in The Simpsons Movie marketing campaign. My loser is Leo Burnett for d'ohing their toys about the fact they pitched the same idea to Fox Pictures a year earlier.

Sidebar: Interesting sidebar where I was contacted by a PR agency pitching on behalf of Adweek i.e. for me to interview an editor from Adweek (shouldn't it be the other way around?)

Plaid Nation Roolz!

Darryl Ohrt (third from left), who I "met" via Brandflakesforbreakfast, works at a company, similar to crayon, called Plaid. They've put together an awesome demonstration of social media in action with their Plaid Nation tour.

They're visiting prospects, clients, bloggers, journalists etc and mapping their progress via live streaming via ustream, twitter, Google Maps, Flickr (check out picture w/me), blogging etc.

I didn't ask them if they were podcasting though...maybe they'll send in an audio comment to +1 206 203-3255 for me.

In short, it's an awesome demonstration of what most agencies suck royally at i.e. walking their talk and using their own principles in practice.

I wish them nothing but the best of luck on their efforts and journey and hope they return with plenty of new biz.

PS I didn't realize that Bill Green (second from left) was the man behind the legendary makethelogobigger. If I had known, I would have bowed down in awe!