If technology has really commoditized brands and products, which I agree it has, and experiences are the new differentiator, why as marketers do we not focus more on crafting the consumer experience. Why is the discipline of curating the consumer experience limited to the nooks and back hallways of agencies? Why is this only for niche groups and seen as something only necessary for some brands? One of the top tenets of great brand building is differentiation and it is time we as advertisers took a leadership role in offering differentiation through experiences as a core service to our clients. I felt inspired today hearing some of the themes from #BeyPhil. Check out his book, embrace the future. Experiences are what people want and what they are willing to pay for.
If I worked a long day I thought I was being productive, but was I?
According to the energy project, humans can only be productive at full capacity for 90 minutes before needing to rest and renew your energy. I thought I could trick my level of energy with caffeine but really I would probably just crash harder later.
Needless to say, after hearing this speech I’m going to try to run at maximum capacity for 90 minutes and rest and continue. This means if I don’t respond to your email right away I’m resting. I’ll get back to you when I’m ready for my next 90 minutes. Check out www.theenergyproject.com for more information.
March 12, 2011
Posted by Maureen McFee
Some of the surrogates, myself included enjoyed a nice in between panel lunch break at La Condesa. Nothing like some fresh air, good food and great company in between panels Great place, just don’t go if you are in a hurry.
I don’t know if anyone else has been to a panel flanked by an Ogilvy Notes live sketched, but basically its just a dude live sketching and taking notes on a whiteboard for people who can’t be at SXSW. Sort of an analog version of what we Surrogates are doing.
I’m struggling what to think about it, while at the same time trying to relate it to our version. My main thought is this, if you check out the Ogilvy Notes site, you’ll find a pretty cool assortment of informative doodles, but it’s a little too schizophrenic/patchworky/beautiful mindy to really glean much from it.
I think my panel with @abroad yesterday offered the perfect example: Food ethicist Michael Pollan gave a talk spelling out his food philosophy. A note taker in the crowd took incredibly detailed and illustrative notes, and by the end of the talk, he had a beautiful and impossibly confusing 8×10 work of art. But nothing, no matter how pretty or seemingly exhaustive, summed up Pollan’s food philosophy better than one single sentence:
“Eat food. Not too much. Mostly plants.” -Michael Pollan
March 12, 2011
Posted by Curiosity
A theme I’m picking up across multiple speakers and panels goes something like this…
Technology as the “Great Enabler” may be getting overthrown by technology as the “Great Generator of Stuff We Can’t Keep Up with Anymore and It May Actually Be Making Us Less Better People”.
Yesterday’s “Why Everything is Amazing But Nobody is Happy” (Twitter stream at #everythingsamazing) explored the effects on we humans in terms of our development, our relationships and our spirituality in the new era of social media.
Two new buzzwords coming from this panel were:
Bilocationality – trying to be two places at once, empowered via personal mobile technology
Digital Austism – as we engage more and more with personal technology, the inability to effectively engage, relate or empathize with face-to-face reality (more…)
Turns out “Time Traveling: Interfaces for Geotemporal Visualization” doesn’t have anything to do with time travel. Still though, very interesting. Tools that handle time well do not do well with spatial context (space is an abstraction). And vise versa. How do you marry these two important elements — visualizing an object or event in it’s proper time and, at the same time, show it spatially? The panel argues that those tools haven’t been developed yet. I never thought about this but it’s true.
I like to think the purpose of improving geotemporal visuals is that doing so will make for a better world. By and large, most of us are visual creatures and this is our preferred way of learning. Improving visuals by capturing more of the data will give us appreciation and better understanding of our historical context.
A new way to look at online privacy regulation…”Personal data is the new oil of the internet and the new currency of the digital world.” More easily stated that your identity online has value!! You should treat your online identitiy as cash or property.
The online medium has the largest disparity between time spent consuming and ad spend out of all mediums. There is a formula that demonstrates the value of all Facebook likes alone below:
Where 29 denotes the avergage number of brand “likes” for a FB user, 550MM denotes total FB audience, and $3.65 the average cost/like.
Really interesting when you put it into context that global online ad spend is only $54B. Moreover, the Zuckerberg Law (original huh?) states that every year you share double the amount of data than the year before. Thus putting more of yourself online for someone to potentially take advantage of.
This just shows the value of the ability to target individuals based on their behaviors, interests and likes. While it is very unclear at this time who the owner of all of this data is? Does it belong to the individual? the event (SXSW for example they know who I am where I am at a given time this week)? or some corporation who collects this data? It is a very interesting battle that is being waged as we speak. Is the industry’s attempt to self regulate enough and does it empower the individual to realize that their online idnetity does have value and should be protected that way.
Men, men, men, men, manly men, men, men… ooooh ooooh ooh ooh ooh ooh ooh ooh.
Since including Charlie Sheen in my post immediately makes it popular, what better way to introduce the topic of marketing to men. In particular, new American dads.
MARKETERS: There’s a new demographic out there… dads. Wait, we’ve been marketing to dads for ages. But today’s dad is a new, misrepresented character. The women’s movement left a void at home, and dads stepped in to fill the gap. Today’s dads contribute to every aspect of keeping a happy household and healthy children. From changing diapers to shopping, today’s new household is driven by a partnership of mom and dad. Dads who love their kids and treat their families as the top priority is gaining social acceptance, and gone are the days of traditional household values.
March 12, 2011
Posted by Curiosity
Just finished a cool speech by a woman named Deb Schultz. Her theme was based on this observation: “Technology changes. Human Behavior doesn’t.” Dang interesting area to think about, this place where thecnology brings us a new set of social contracts to negortiate. We are going to have to navigate new concepts of privacy, of ownership, of permission. It goes from turning off our phones at movies to “If she frieded me, should I friend her?” She just told a quick story of how she was at a speech once and used her phone to look up a fact, to augment her understanding of the speaker’s topic, and this old couple behind her tapped her on the shoulder and said she was being rude. Love that. “Dis-envoweling”? Heard of that? It’s a way social groups onine deal with trolls. They take out all the vowels of the troll’s posts. Gotta love that.
More info on her site at http://www.deborahschultz.com/deblog/2011/03/forging-a-new-social-contract.html.
Interesting session with Tony Schwartz. Key takeaways – working longer doesn’t mean better work. Focus for 90 minutes and then take a break and renew. In the end, you are more productive. The demand on our lives is increasing and our capacity isn’t keeping up. We can increase our capacity by increasing our energy. A way to increase our energy (physical, emotional, mental and human spirit) is to take breaks during the day.
I like it, maybe we should implement a rolling break plan every 90 minutes at the agency. We could put recliners in the theater and everyone could take short naps. We already have a ping pong table for the agency to use to blow off steam and get a break. Any other ideas?
Good session on personal enrichment. How you can be more efficient with your time and get more done without working longer hours.