Jaffe Juice

Intel has just launched ITopia (huh? OK, I get it "IT" + Utopia = ITopia) and in so doing, joins the conversation:

Intel is making its engineers available for one-on-one conversations as part of a move to embrace a "listening" marketing model.

What's really great here is the "no end date" associated with the program. As a wise old man once said, "Marketing is not a campaign; it's a committment".

Following the lead set by Dell and most recently Starbucks, what we're seeing now (as I wrote about in the book) is a strong backbone of customer service being interwoven into ongoing marketing and branding initiatives. It's a pretty sublime partnership of proactive and reactive backwards and forwards which aims to maintain a continuous and fluid dialog between brand and consumer.

• Rapper and bloggers separated at birth? Fo Sho!
• Anatomy of a mob - ridiculously thorough commentary and coverage on Zuckergate
• 'er wuz I sleeping unerneath a rock? GM announces they'll shift $1.5bn of their $3bn treasure chest to digital/1-to-1 initiatives within the next 3 years. I had better start kissing Detroit a$$.
  • Wonder how much of this will be allocated to conversational marketing?
• 17 ways you can use twitter versus 10 things I hate about twitter.
• Know your meme: rickrolling.
• Incredible footage of the new exchange-ready iPhone
• Gibson v Guitar Hero. Another sore loser cries like a wimpy baby
• Does BT stand for Bad Temper? When will telemarketers ever learn?
• Via Tangerine Toad, another amphibian croaks in with a POV on Social Media. It's bold to say the least for a creative boutique to chime in. What do you think? courageous or foolish?
• More agency balls - Modernista's website is their wikipedia entry? WTF??? Personally I love it but wonder how long until the Wikizealots ruin the tea party.
• WTF Part II - Airborne is a crock? The wonder natural cold preventative remedy seems to be nothing but a bunch of marketing lies and deceit. $23.3MM settlement "without admission of wrong-doing" based on fudged research sends out a signal that word-of-mouth success can come back to bite you in the buttocks.
• Rubel posits that social media jobs soon won't exist in isolation. Not sure I agree with this one.
• Quite possibly THE worst tagline EVER.
• For the love of pod. MSM coverage on podcasting.
• 10 laws of real social networking success. Always insightful Mitch Joel.
• Ryan Jones, a (gasp) brand marketer, joins the conversation and challenges myself and Mitch Joel to spread the word about his new blog, M-cause, a blog about new marketing, cause marketing and sustainability. Sorry Ryan, I don't give away gratuitous plugs :) Now where's my audio comment that shows brand marketers are listening....?
• The critiquer becomes the critiquee: mystarbucksidea. What do you think?
• How companies are changing the way they deal with employees blogging.
• Age of Conversation bumrushes the Amazon.com charts - ends at #262 overall and #36 in business & investing.  I thought (hoped) they'd end up higher - with over 100 participants and their respective communities driving this, but think ultimately the high price point ($29.95) got in the way (even with the charity angle). Irrespective, this is an incredible achievement for 100% citizen driven thought leadership
  • As an fyi - Join the Conversation reached #26 overall and #2 in Business
• VERY interesting bit of reprehensible subliminal advertising caught in the act - citizen journalist style.

• YouTube releases stats for video
• Man writes check on 2-ply toilet paper. This has nothing to do with anything.
• Man cold. Too true. Too true.

Yesterday, I had my citizenship interview in Hartford and passed :)

Soon I'll pledge my allegiance and be sworn in as an American citizen.

I've spent the past 11 years here in the US. My career is here. My family is here. My life is here.

I'm very proud to become an American citizen and begin the next chapter of my life.

I'll certainly be voting in November and play my part in influencing America's new direction and path forward.

• 50 stars representing the 50 States; Stars = constellations = experiment of democracy was thought to be a lofty idea
• 13 Stripes = First 13 colonies
• Red = Hardiness, Valor; White = Purity, Innocence; Blue = Vigilance, Perseverance
• June 14, 1777 = Flag Day

Now that I've got your attention, I'm just kidding. The day there is a CTR for conversation, I'm officially throwing in the towel.

In this Adweek piece, Brian Morrissey (who it must be said, is without question doing the best job in the new marketing reporting space right now) pens an article about the $64,000 question: metrics/measurement in the social media space.

Although it seems as if the same subset of execs (all intelligent and all friends) are being interviewed for the the same articles (hint, hint), it's hard to ignore pearls like this one:

"Social media measurement is like radar," said Pete Blackshaw, CMO of Nielsen BuzzMetrics. "You can't fly a plane without radar. The question is how much radar do you need."

Ian Schafer offers a new suggestion for the ultimate social media metric: T-shirts. He's referring to a program for Flight of the Conchords and ultimately, why it is so important to customize or even invent unique proxies of success based on everything from engagement to communal activation.

Social media, he said, is like figuring out if you have a good marriage: Quantitative measurements will only get you so far. "You can't assign a number to that," he said.

To Ian's point, what's missing is not so much the "metric", but the meaning behind the metric i.e. the interpretation, context and actionable insight that helps perpetuate and extend the learnings and ongoing conversation.

One other problem is the fact that as long as we continue to expect short term results from longer term opportunities, we're going to continue to stumble our way through understanding the true and longer term impact and potential of conversation.

This is an episode which focuses mainly on the conclusion to Sarah Robbins' meme challenge about breaking out of the fish bowl. Audio comments to +1 206 203-3255. Join the Jaffe Juice Facebook Group

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Links of note (please remind me if I promised additional links and didn't supply them but my memory escapes me):
- Sarah Lacy/Mark Zuckerberg Interview at SXSW
- Starbucks closure coverage
- Sarah Robbins' original post

There's a new book out called "Bad Baby Names," which is a definite read if you're an expecting parent.

Some of the shockers are really just bad combinations, for example: Love Gunn, Mary A. Jerk , Willie B. Long, Young Boozer or the ultimate, I.P. Freely (an actual name believe it or not....unlike the Russian Mohel, Ivan Cutyakokov)

Then there are the first name howlers, which includes "crayon"!

Well, it could be worse. I could have named the company, "Lard", "Satan" or "Vaseline" (which were all included in the baby name hall of shame!)

MRM Worldwide took out a 1-page advertorial in a special digital talent section of one of the advertising trades.

They listed some interesting data points, which I thought were intriuging and worth sharing:

• More than 70% of 4-year olds have used a computer
• More than 50% of 21-year olds have created content on the Web

The funny thing about both of these factoids is that as high as the percentages are, suddenly I'm surprised that they're not higher.

Also, a bit of advice to MRM (given they shared this info with us), if you're going to take out a full page ad focusing on talent (which itself says something), put a name (possibly even your CEO, Reuben Hendell) to the contact e-mail address as opposed to careers@mrmworldwide.com

It's amazing. Every time I see Tiger Woods at the Masters or this past weekend for example, when he sunk a ridiculous 25-foot putt to win the Arnold Palmer Invitational, I think of my "viral" video from 3 years back.

Apparently I'm not the only one.

The long tail wags.

I'm currently in London giving a Keynote presentation and workshop at The Digital Marketing Briefing. I'll be demonstrating the power of community, dialogue and partnership tomorrow so look out for my tweets, follow instructions and join in the fun.

We're also planning a meet-up/tweet-up on Wednesday at 6.15pm at 2 Savoy Place. If you're around, hopefully you can attend.

Correct me if I'm wrong, but isn't the central premise (or promise) of the European Union all about interoperability? The ability to move freely between Schengen States - from Border Control to Working Permits to Currency etc etc.

I've always read or heard the EU being described from an internal perspective i.e. being a resident from the EU. What I haven't really read about or heard is the benefit of the collective brand from an outsider's perspective i.e. a foreigner; a business visitor; a tourist.

I can only imagine that tourism, as well as foreign business investment are separately key contributors to the various EU states' GDP's.

Why then is the process of securing a Schengen visa to visit an EU State so hopefully inconsistent and imbalanced from State to State?

For those of you that have the luxury of having an American or EU passport for examples, you probably have never encountered "Visa Hell". For a schmuck like myself however, a South African passport doesn't exactly open doors.

Since 2007, I have secured 8 Schengen Visas - 5 of the last 6 being 6-month, multiple entry visas. I've visited the following embassies: Belgium, The Netherlands, France, Italy and Finland and let me tell you...the various experiences couldn't be more different.

For those of you that don't know what a Schengen Visa is - it's basically one visa which applies for the following countries: Austria, Belgium, Denmark, Finland, France, Germany, Iceland, Italy, Greece, Luxembourg, Netherlands, Norway, Portugal, Spain and Sweden.

So if you're planning a trip to Belgium, Denmark and Greece for example, then you'd have to go to the Greek Embassy first and apply for your visa there. The reason being that Greece is the first port of entry.

Here's where the logic goes pear shaped:

• Does it really matter that the Greek Embassy gives you a visa which essentially is equally valid for any other Schengen State?
• Does it matter which country issues a Schengen Visa if in fact the applicant could conceivably end up in any of the Schengen States during the period covered in their visa?
• And if it does matter, why is the application process so fundamentally different from country to country?

I guess that's my beef. I've seen people made to wait outside of the Embassy in the freezing cold and falling snow until they are called inside. I've seen one Embassy that accepts inbound faxes and e-mails and even FEDEX'es the stamped passport to the applicant to save them from coming back a second time. One Embassy answers the phone whilst another only accepts appointments via online booking. I've also seen incredibly erratic and inconsistent standards when it comes to things like passport pictures - you can smile; no you can't; you're facing forwards when you should be tilted at 45 degrees to the left; why aren't you facing forwards? And the list goes on.

Where's the uniformity? Where's the integration? Where's the consistency?

Bottom line is that I heart Finland. Not so much when it comes to France and Italy. Netherlands and Belgium are perennial favorites.

Ask me why when you see me next.

And until then, EU: sort out your brand promise of being an integrated, holistic and unified community. Because if the visa application process is anything to go by, you're about as disconnected and disjointed as the typical product or service brand.

When it comes to proof of concept of conversational marketing, metrics and measurements are still relatively undefined and directional at best.

Whilst we always tell our clients never to plan a new marketing program "expecting" media coverage, when it happens it's always a bonus and a sign that the ripple or inside-out approach has merit, validity and impact. For the most part, the Wall Street Journal is at the top of that list.

If you think about it strategically, it makes total sense though. Seeding programs to "the influencers" are really not much use if they cannot break out of the fish bowl.

crayon's first major effort for The Coca-Cola Company, "Virtual Thirst", was a Second Life-centric program which was covered in the Wall Street Journal. And now I'm proud to say that so too is "My ooVoo Day With..." - the program we put together for our terrific client, ooVoo.

Here's a snippet of this morning's piece, titled "Attention, Bloggers"

Showing Them the Goods

Short of such a personalized approach, businesses should at least be sure to send their product to bloggers whenever possible, rather than simply sending a press release that describes the product, online-marketing experts say.

A company called ooVoo LLC took that principle a step further in promoting new videoconferencing software, offering the software as a way for bloggers to connect with their readers. "The last thing the blogosphere needed was another software-release announcement," says Scott Monty of Crayon, a marketing company that helped plan ooVoo's promotion.

New York-based ooVoo invited more than 20 prominent bloggers to each host a live, 15-to-30-minute video chat with readers on topics of their choice, using the ooVoo software. Each blogger could chat with five people at the same time.

A number of the bloggers posted entries announcing their participation in the event and then wrote about their reactions to the chats. In addition, participating readers wrote reactions on their own blogs, and comments quickly spread across the blogosphere.

The event created "a viral effect with momentum," says ooVoo's chief executive, Philippe Schwartz. "The ripple effects were huge."

On a different note, it's terrific that programs like these are being acknowledged and validated by the mainstream media.

As you've noticed by my infrequent postings from the last few weeks, I'm actually doing real work (not that blogging isn't real....or work that is), so without further ado, here's what caught my eye (the lazy one) over the past couple of weeks:

• Is your brand in G-d's hands? This is the birth (or is it rebirth) of Christvertising (hat tip to Tim Brunelle). No way this is real, but for the life of me I can't imagine why/who is behind this (other than Dr Ed van Pelt, which is probably a secret identity of John Wren)
• Elliot Spitzer's run as Governor of New York suffered from premature evacuation. What makes this story so interesting is how far (or not) we've come from Monica Lewinsky to Ashley Dupre, who has pretty much given total access to the media and public via her MySpace profile.
• 30 useful sites you probably didn't know about
• Mitch Joel rants (his version of a rant) about consumer generated content and what I would call the different between, input, output and outcome
• Future Lab asks if social media is the biggest shift in marketing strategy since the advent of television. It's a really good framing of the question and I think spot on.
• A teacup in a teacup - the Mark Zuckerberg-Sarah Lacy SXSW interview and commentary by Jeff Jarvis. Not really sure what to make of all of this. Perhaps I'll elaborate on an episode of my podcast.
• Tangerine Toad realizes a critical departure point where new marketing diverges from old marketing - utility. I covered this in "Life after the 30-second spot" under the acronym: R.U.E. - Relevance; Utility; Entertainment - where the E could also stand for Engagement or Experience.

A month ago, I posted about blogrolls and ask if they were still necessary and/or relevant. The overwhelming response was, "Yes". So here's what I'm going to do...

I'm going to rebuild my blogroll to reflect the best collection of new and/or conversational marketing related content out there.

If you think your blog belongs in my blogroll, add the following to the comments section:

• The name of your blog
• The URL of your blog
• A short description of your blog (focus area; what makes it different; why you think it should be included)
• If Jaffe Juice is on your blogroll :)

I'm going to take the next weeks (and maybe months) to review the blogs and will assemble a new, improved and super-de-duper roll soon.

Gotta do a Firefox tabs purge, so here goes:

• Robert Scoble spearheads the launch of FastCompany.TV - best of luck with this endeavor Bobby
• While in Scobleland, Robert nods in the direction of Jason Calacanis, who caused a kerfuffle-storm by insinuating that start-ups should essentially fire slackers. Duncan Riley at TechCrunch fires (pun not intended) back. As a start-up entrepreneur, I couldn't agree more.
• Gavin Heaton writes a post about two meta-trends he has identified based on reading my book and also Michael Port's Beyond Booked Solid. They are Micro-transformations and Infatuations.
• Wal-mart jumps back in the blogging arena with The Check Out Blog. So far it seems to be holding its own.
• A Virtual Assistant called Sandy? Where have you been all my life? As heard on FIR.
• Since there's a WOMMA, shouldn't there be a SOMMA?" asks Paul Chaney. Indeed.

Conversation starter #9, Cliff Ravenscraft, the Sarah Robbins/Intelligirl Challenge, Auction Wally and much much more. Audio comments to +1 206 203-3255. Join the Facebook Group. My thanks to Deliver Magazine and USPS for their wonderful partnership.

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Rock on baby! This episode inspired me.

I've issued these experiments/challenges:

1. If you've listened to 10+ episodes of Jaffe Juice (formally Across the Sound), I want you to refer 10+ people to the show. Do it through episodes #100 and #105
2. I want your thoughts/feedback on the USPS/Deliver Magazine partnership with Jaffe Juice
3. I want you to respond to Sarah's challenge about strategies to help us burst out of the bubble and reach the people that need reaching
   

7m30 - My single listener from Guatemala City, Andrew, drops in and inspires me to challenge all of you

15m50 - Conversation starter #9 on smart marketing

28m43 - Auction Wally reflects on Episode #105

36m33 - My conversation with Cliff Ravenscraft at Podcamp NashVegas

52m11 - Sarah Robins/Intelligirl's challenge

So I finally purchased The War's EP, Waving White from iTunes.

The catch? A few week's ago I saw an "ad" for the group on Facebook, referencing the fact I like Keane.

I took a couple of quick listens to the group on their MySpace page (ironic don't you think) and decided to take the plunge.

I'll let you know what I think...

I normally ignore those form PR releases from Nielsen and Comscore, but this one caught my eye (the good one) today:

January - Overall Online Video Consumption (U.S., Home and Work)

+--------------------------------------+------------+

| Unique Viewers (000) | 116,745 |

| Total Streams (000)   | 5,987,475 |

| Streams per Viewer    | 51.3   |

| Time Spent Viewing/Viewer (min) | 124.4   |

+--------------------------------------+------------+

Source: Nielsen Online, VideoCensus

Let's see if I got this right:

1. 116 Million (that's million, Doctor Evil) US consumers watched online video in January. Take THAT Super Bowl.
2. 6 Billion streams were consumed approximating to 51 streams per viewer
3. ...that's almost 2 streams per day and almost 2 1/2 minutes per stream

The absolute number of viewers are impressive to say the least. So are the number of streams. Perhaps the only number that doesn't necessarily represent "scale" is the 2 hours per month.

That said, I would suspect this skews in extreme ways i.e. the occasional online video viewer versus the heavy YouTuber etc.

I'm really happy to announce that as of this week, I am now a monthly Adweek contributor.

Every week I'll be penning a new article on conversation, innovation and/or new marketing experimentation.

My first contribution is in this week's Adweek and also online. It's called "Marketing's Big Bang Theory" and outlines a fatal flaw in today's marketing methodology - the Fireworks analogy.

I'm also providing a series of leadership contributions to Deliver Magazine, my podcast partner, with the "Conversation starters" segments.

In fact, Deliver Magazine just profiled me in a lively Q&A. I've scanned it and attached it to this post for your perusal.

Download deliver_profile.pdf

So why am I going "old skool" and going from cyberspace to print? Same reason I wrote "Life after the 30-second spot" and "Join the Conversation" - to mix it up; to reach a different and unduplicated audience; to expand the dialogue to a broader community.