Jaffe Juice

Earned Beans (Marketing Podcast Panel)

Latest Beancast marketing podcast is up, where I join host Bob Knorpp, and panelists George Parker, Griffin Farley and Jeff Cutler to discuss the following topics:

• The Cannes P.R. Controversy with an Ad Agency (vs P.R. firm) winning the grand P.R. prize
• Branded Content versus Ads
• Monetizing Social Networks for Kids
• Mobile's effect on SEM
• Another year where online video fails to capture the Upfront wave

Download or listen here

Subscribe to this wonderful podcast series via iTunes here

Jaffe Juice #152 - Joel and Jaffe debate the life, death, afterlife and rebirth of the 30-second spot

Just in time for the Upfronts and perfectly timed with The Rapture, Mitch and I lock horns to debate the 30-second spot and all the sweeping generalizations surrounding its demise or resurrection.  

Listen to it LIVE (left click) or download it here (right click)

Subscribe to the show via iTunes here

JJTV #137 - Permission Marketing 2.0

Seth Godin was right. It is all about permission marketing.

Here's a new spin on the idea of being bale to take permission to the next level: relevance.

Using Quora as an illustration of how to segment and even sub-segment what might have been one e-mail newsletter or subscription into over 40!

Call it multichannel servicing if you like. Either way, it's a smart way to slice and dice and CUSTOMIZE your information and add the all important CONTEXT to your CONTENT.

What do you think?

• Share JJTV with your e-mail agency, colleagues, clients and followers
• Tweet or RT: New JJTV - Seth Godin was right, but now we can add customization and context to the mix - http://bit.ly/permission20
• Subscribe to the show via iTunes or YouTube
• Leave a video comment

Marketing as a (Customer) Service Interview

I recently was closing keynote at an ANA Brand Conference in New York City. Before I presented, I was interviewed by Peter Cervieri on my keynote, Flip the Funnel, Content Strategy and more.

Here is the interview:

JJTV #136 - Access vs Assets

I found this deep in the JJTV vaults and given my lengthy absence, thought it was opportune to upload and resuscitate!

The central idea is about assets vs access. The way the world used to work, brands would need to buy access to consumers through middlemen i.e. the media.

They also never really had assets in the form of content, which is why they needed to sponsor and subsidize existing content.

With the dawn of new media and social media, brands were now able to go direct to consumers i.e. direct access or what I call "Direct to Consumer".

In addition, brands have found new access to assets in the form of sponsorship, tickets...but more importantly access to the ultimate asset i.e. the brand and the people behind the brand.

Arguably - through consumer generated content - brands have also been able to dabble in asset creation and management...but at the end of the day, it's always going to come down to access vs assets.

What do you think?

• Share JJTV with your CMO, colleagues, clients and followers
• Tweet or RT: New JJTV - The difference between assets versus access - http://bit.ly/accessvsassets
• Subscribe to the show via iTunes or YouTube
• Leave a video comment

Photos as Sales Drivers

I've become a HUGE fan of Instagr.am. I may do a JJTV episode on this soon (and if you haven't noticed, I'm been rather busy in the past month, hence the non-existent updates on both blog and video show), but for now, let's just say it's my favorite app.

I've really started taking my photos (shooting, editing) much more seriously - all of course within the context and confines of an iPhone 4 shell.

...but this post is really about the fact, a photo (and Steve Garfield) made a sale.

 
My quality "filter" is much tighter when it comes to the people I follow on Instagr.am and Steve Garfield certainly qualifies when it comes to visual creativity.

Anyhoo, I was perusing my feed and saw this photo of the new iRig Mic and bought it. Plain and simple.

There are way too many juice possibilities and implications to mention and you know me...I'll lead you to water, but the drinking is up to you.

PS The sound you hear is not the sound of a flash, it's the sound of cash (register)

JJTV #131 - J&J nails Channel Planning

From the JJTV vaults...an episode on the rise and role of channels within a video environment.

Johnson & Johnson did just that about 2 years ago when they created a health channel on YouTube that has over 2.5 million views to date.

Check it out here.

That may not seem like a lot (it's a rounding error from the perspective of paid media impressions), but it is when you think about the very specialized and specific, targeted content that is created within a B2B and/or a B2C space.

Most importantly, it's a demonstration of "marketing as a commitment" versus campaign in a Google-dominated long tail environment.

So congrats J&J. Keep the good work!

What do you think? Let me know.

• Share JJTV with your health profesional, colleagues, clients and followers
• Tweet or RT: New JJTV - Every brand should have a video channel; J&J shows you how...http://bit.ly/videochannelplanning
• Subscribe to the show via iTunes or YouTube
• Leave a video comment

What makes a video "viral" - can you predict success?

I've always contended that "viral" videos are the lazy marketer's guide to "new marketing". Simply put: great content will naturally be "viral" and by "viral", I mean shared, passed along and forwarded to others.

This week, I am at Stanford University (admittedly the closest I'll ever get to a degree at this prestigious academic institution) and their GSB with a group of clients. I had the privilege of kicking off the week-long program with two keynotes on "The Changing World" and "Flip the Funnel". For the rest of the week, Powered helped facilitate a series of "learning by doing" exercises to give attendees a unique first-hand look at experiencing some of the digital and social technologies, platforms and trends for themselves.

One of them included a make-your-own-viral-video or put differently, the ability to create a piece of content which had the most potential to be passed along.

In a sense that's what I'm about to do right now i.e. show you the videos (a little bit of influencer outreach meets influencer outreach) and invite you to continue to spread, tweet and post the love to your communities if you are so inclined.

...but there's another angle here as well - to ask you the question: can you predict "virality" and success in this increasingly digital, connected and social world? Watch the videos for yourselves and then answer the questions: which video SHOULD win and which video WILL win? Of course you could choose the same video twice. If you like, explain or justify your reasoning/rationale.

Whereas we're judging the videos based on views, content and social seeding strategy...for this exercise, let's just focus on views.

Try not to look at views as they currently stand.

Our cut off is around 5pm PST on Friday, but of course the videos will continue to enjoy the wagging effects of the long tail (so you can weigh in whenever)

And so without further ado...

Jaffe Juice #146 - Jaffe and Joel discuss The Agency of the Future or the Future of Agencies

Mitch and I get together and for once seem to agree on most of the discussion, except for the part on compensation (where I'm clearly right and he's obviously wrong)

What began as a post Mitch wrote (do check it out and work through his individual points and if you like, respond with your thoughts, agreements and disagreements) becomes a great conversation about the Agency of the Future, at times the Future of Agencies and ultimately how agencies will need to deliver on behalf of their clients in an increasingly digital, connected and social world,

We debate. You decide.

Follow the conversation with @jaffejuice and @mitchjoel

Listen to it LIVE (left click) or download it here (right click)

Subscribe to the show via iTunes here

Photo image credit

Make Cablevision AND News Corp (Fox) PAY for their Greed!

What a bunch of greedy bastards. One plays off the other with a litany of propaganda, accusations, P.R. tactics, spin and their own version of truthiness. And who loses? 3,000,000 customers (including my household) of BOTH Cablevision and Fox 5/My 9. And Major League Baseball - led by the San Francisco Giants and in particular the Texas Rangers in their first World Series.

I'm referring to the ongoing and seemingly endless saga between News Corp and Cablevision, where the two sides have failed to agree on a fee for the cable provider to carry the tier 2 (behind ABC, NBC and CBS)broadcast network stations and several other cable networks including Fox Business (no loss there), Nat Geo Wild and Fox Deportes.

This "well timed" contract negotiation has resulted in News Corp pulling their signal and creating an unprecedented blackout across Cablevision's 3,000,000 affected households.

The dispute has now hit its 10th day and the ensuring blackout has now affected Game's 1 and 2 of the World Series.

I don't think these morons are aware of the seismic challenges facing their business - from satellite to the web; from Fios to TiVo. Clearly someone should buy these suits a few copies of "Life after the 30-second spot". And while we're in the book-giving mood, how about a copy of "Flip the Funnel" to remind these imbeciles about the only reason they have a business in the first place: their customers!

What these greedy S.O.B.'s are way too short-sighted to realize is that this is ultimately hurting them both. Fox's viewership is already down 17% amongst 18-49's this season and thats before the blackout. G(l)ee,

I wonder what would be the perfect remedy to declining viewership? How about cutting access to 3,000,000 customers!

What a bunch of buffoons.

And then you have Cablevision that are sooooo smart, they think they can win over their customers with a staid and bureaucratic one-sided account of how unfairly they're being treated using their dead air time on Fox 5 and My 9 as their silver bullet path to their customers.

So effect that their own customers are filing suit against them as a vote of confidence.

How's that working out for you geniuses?

I think the 3,000,000 households should step it up a few notches and substantially punish both of these idiotic corporate slobs.

We should all switch to Satellite or whatever alternative is viable to Cable. That includes Fios.

Or maybe we should just switch off altogether and instead focus on the Web (like most people are doing anyway in increasing numbers), purchasing our TV ala carte via iTunes or even (gasp) getting it illegally. Or even more shocking, maybe we can just read more or spend more time with our families (double gasp)

And we should punish News Corp by cancelling our subscription to their newspaper brands (oh wait, we've done that already), watching competitor networks or making sure that we give new shows on competing networks a "first look" before we give Fox a chance. American Idol is on its last legs anyway. 24 is kaput. So what else you got? House is down 34%. Simpsons by 12% and Family Guy by 15%.

It seems as if Fox is doing quite nicely on the self destruct button without our help!

Bottom line: In today's tough recessionary times; where trust in government and corporations are at all time lows; where greed is NOT good; and let's face it, where consumers (like you and me) don't give a crap about supporting a flailing 30-second spot cash cow, the one thing that needs to happen from the "supply side" is a little more collaboration and cooperation and a little less bickering, shenanigans and selfishness.

The chickens are coming home to roost and I hope we see both companies reaping the "punishment" for their actions.

Unacceptable behavior deserves unacceptable action.

Turns out everyone will be a BIG LOSER in the end (NBC, Monday's 8pm EST - I would tell you to watch it, but you already are...as opposed to that Glee drivel)