One Degree

Stopping the Presses ...

It is never an easy thing to say goodbye, but the time has come to stop the virtual presses at One Degree.  As of today, October 20, 2009 we will no longer be publishing new content. 

We have been delighted to be a part of your online marketing content consumption for the last few years. To share our thinking behind this move, we’ve prepared the following Frequently Anticipated Questions:

Frequently Anticipated Questions

1. What? WHAT?!  But, why?
 
There are a few key reasons:
 
The Mercenary One:
Publishing and maintaining a site like One Degree is a lot of work. And it doesn't generate a lot of revenue. If you compare hours invested to revenue recognized, we actually make less than minimum wage.  And while we see One Degree as a labour of love, even love likes to get taken out for a nice dinner and be able to buy something frilly every now and then.
 
The Empty Nest One:
We feel that One Degree has introduced a number of unique voices and viewpoints to the Canadian online marketing scene. Several successful Canadian marketing and communications writers got their start at blogging on One Degree.  And we've been thrilled with their success as they have gone on to focus on their own blogs, or to write for publications other than ours.  We have enjoyed being a part of this evolution in the Canadian marketing community, but we don't feel that this growth role is as important to the community as it once was.
 
The David vs Goliath One:
One Degree's existence and popularity over the last few years was partially due to the dearth of great online content about the Canadian online marketing scene.  However, over the last two years, we've seen traditional marketing publications and professional associations emulate what One Degree started.  And frankly, these pubs and orgs have much deeper pockets and bench strength than we do.

 ~+~

2. What's Going to Happen to All the Content?

We'll definitely be keeping the URL active until the end of 2009, but likely longer than that.  There just won't be any new content published.  We will also be keeping our YouTube channel and our Flickr account.  And, if you bookmark things on Delicious, you can still add the tag "onedegree" for those folks who do subscribe to it.

We would like to thank all of our amazing contributors whose thought leadership, writing, curating and tweeting kept One Degree's content engine running and our readership informed!

 ~+~

3. If you're not going to publish One Degree anymore, can I have it?
 
Short answer: No.

Long answer: we don't want to just give it away to someone who has an immediate "ooo ... I could publish it" shiny-thing reaction.  We want to ensure the content will remain live for as long as possible, that the domain remains legitimate and that the email addresses of our subscriber base aren't handed over to a spammer.  So, we're not able to just turn it over to the first person that raises their hand.  However, if you have a plan, a passion for the community and resources to invest, we'd love to talk to you.  We have a notebook full of ideas about how One Degree could evolve and continue to provide value to the Canadian online marketing community.  But taking it over and bringing either those ideas or your own to fruition will take an investment. 

 ~+~

4. Wait a minute, is this just a publicity stunt?

No. We are not Balloon Boy.

 ~+~

5. Will you be publishing a list of deadbeat advertisers who didn't pay their invoices so we can shun them or perhaps storm their offices with pitchforks and torches?
 
No. Well .. no. At least not on One Degree :)

Seriously though ... we would like to thank our wonderful wonderful advertisers who not only paid their invoices but who also took the time to experiment with different ad formats and to create content that was valuable and interesting for our readers. Thank you!!

We have enjoyed our time at One Degree.  Thank you for reading, commenting and contributing to the One Degree community. 

And if you're looking for your next online marketing content fix, we heartily recommend the blogs and Twitter streams from our contributors and other thought leaders in the Canadian online marketing and communications space:

Bright Clear Canadian Voices

• Alexandra Samuel - possibly the smartest person I know in the social media and computer mediated communications space.  She and her partner Rob Cottingham (whose delightful Noise to Signal cartoons graced One Degree for a time) run Social Signal, a social media firm that is doing wonderful things for the entire field of social media marketing by sharing their methodology on their company blog.
• Linda Bustos and the Get Elastic e commerce blog - Linda has a very serious handle on what makes ecommerce work (which is delightfully surprising since Canada is not a leader in ecommerce). I learn something new every time I read her blog.
• Ad Lounge run by Trina Boos.  She is not only putting on some of the most interesting marketing events in Toronto, but she publishes a weekly update via the Ad Lounge Facebook group that includes digital marketing updates courtesy of Capital C.
• Phil Barrett - our go-to guy on mobile.
• Dave Fleet - our go-to guy on social media and PR.
• If you're worried that you're being a social media douchebag, go listen to the Shill Podcast. Dave Jones and Doug Walker call a spade a spade (and several other names as well). If you want to stop taking marketing and social media so seriously, give these guys a listen. The best part is, they actually know what they are talking about.

Our Favourite Twitterers

• Liz Hover was the driving force behind One Degree's Twitter account.  Liz always digs up the best stuff.  Follow her!
• Tamera Kremer - smart, savvy, opinionated.  Originator of the "tamerant" - her Twitter stream is never boring and she helps you challenge your assumptions.
• Brad Grier was a frequent curator of our week in review posts. I always liked when Brad curated because he generally found things that were very interesting but off the beaten path.
• Sarah Prevette is the founder of Sprouter.  Her startup experience and social-mindedness fill her Twitter stream with all kinds of interesting things.
• Ian Capstick - Ian is in Ottawa, knows all about politics, government and online stuff. Also, funny.
• Tris Hussey - Tris is a prolific Tweeter and a little technical, but there are always several gems in his Twitter stream.

Jobs Jobs Jobs

• To make it easy, I've collected a list of marketing and tech jobs boards and postings

The Old Guard

• Canadian Marketing Association's Blog - a number of great folks over there writing not only about online marketing but other marketing disciplines
• Stimulant Online - weird new ad ideas from Canada and around the world. Published by Strategy Magazine and Media in Canada
• Marketing Magazine, their blog and their Twitter feed

Interview with Stephen Henrik at Mobile Innovation Week

By David Offierski

Stephen Henrik, Director of Business Development for the Globe and Mail addresses how the paradigm shift for content delivery requires new models of monetization in his video interview for onedegree.ca The reality that mobile user is able to create an a-la carte-menu of media that is always “in hand” means media budgets will continue to shift to mobile channels as we consume more and richer content via our mobile device.

Branding Canada, Eh!

by Lynda Partner

The best part about blogging is that it can be about opinions, unconstrained by the lack of context or data, just pure opinion.

Last week I went to a breakfast session put on by the good folks at Leger Marketing. The talk was about branding a nation as opposed to a corporation. I was fascinated by the subject as I have long had a secret desire to take on branding Canada as my next career challenge. It’s unlikely to ever happen but it sure is fun to think about how brand to the country I love so much.

So here are my thoughts as a citizen on what elements we should brand as a country. I know I am oversimplifying but hopefully it will be food for thought. First my simple criteria for selecting my three point brand focus:

• Branding a nation is difficult so our brand focus should leverage something that is already culturally grounded in our psyches. For example, if we are not a warlike people, we should not consider a brand association with aggression.

• Branding a nation is time consuming so it should align with a macro trend that will help us leverage our brand position into real economic benefits that strengthen over time as the trend or trends develop

• Branding a nation should be about something that will benefit the citizens themselves as well as the external audiences for our brand

• Branding a nation should take into account the realities of attributes about the nation that are not easily overcome, for example in our case we have a very large geography that is not easily changed

• A brand strategy should have a focus – we can’t be all things to all people. People can’t remember any more than 3 things at any one time, so let’s keep our brand focus at 3 things.

• Our brand strategy should support economic as well as social goals – for example, increase tourism, exports, inward investment, talent attraction and retention

So without further ado for brand element #1, I think our Canadian brand should be associated with Extraordinary Customer Service. Why?

• We are already known as “nice and polite”, why haven’t we translated this brand equity into something tangible. We can leverage attributes that already exist in our psyches.

• As technology becomes more commoditized, It is clear that customer service will increasingly be “the” competitive differentiator. With the advent of social media the ability of each and every consumer to talk about customer service and influence your business has increased exponentially. We’ve already lost control of the message, why not ensure that every interaction with a Canadian is a positive one and let the people promote our brand for us. There is nothing people would rather talk about than how they feel about a product, service or company.

• And lastly, we’d all benefit. Just think how much better life would be if Rogers and Bell Mobility offered extraordinary service. What would we do with the extra time we’d have, the time that we wouldn’t have to spend on hold or arguing about how their service really isn’t working as it should be.

The only downside? What would we complain about? So chip in here – what do you think we should be known for up here in Canada?

Interview with Mark Thomson at Mobile Innovation Week

By David Offierski

In this interview, Mark Thomson, Director of Mobile for The Weather Network & MeteoMedia, gives a great example of how mobile content allows an unprecedented ability to deliver information and services in a highly contextualized manner. This 1-to-1 request for content allows marketers to deliver contextualized ads to users that will boost relevancy and conversions to sales. The Weather Network WeatherEye application serves contextual mobile advertising for the 1.6 million users who have downloaded the application for the iphone and Blackberry. Every time there is a winter storm advisory for 10cm of snow, the Weathereye application displays ads for snowtires to users. Similarly, when the UV index reaches a certain threshold, ads for sunscreen are automatically displayed to users phones. Amazing!

Interview with Tim Bishop at Mobile Innovation Week

By David Offierski

Tim Bishop, from IMI International Consulting shared some insights from the Consumer Track report on how media spend will shift towards mobile channels as consumers shift their behavior towards consuming content through the device that is always “in hand”. Another interesting tidbit, Coca-Cola, the worlds largest media buyer, now has a line item on their marketing budget allocated for mobile spend. During the recession, global mobile advertising sales have grown by 250%-300% while traditional media spending has been severely trimmed.

Report from AdLounge's Conversuasion Event

by Tim Willison

Like many of my friends involved in interactive media, I find it hard sometimes to get an evening out.  In the hustle and bustle of it all, it is easy to lose sight of one thing: it is play we do.  We are lost without our sense of humour, our capacity for wonder, and our ability to entertain. 

For those of us who are enlisted to deliver messages that stir the listener to action, it is ever more important to recharge our creative resources.

This is why I find what AdLounge is doing with their events so interesting.  I previously attended Art from the Unexpected, and recently took in Conversuasion.

Like the first event, Conversuasion had a theme of play with purpose.  In other words, the event, while attended by some of the most influential members of the advertising community, manages to not take itself too seriously.  While heavy concepts are discussed concerning communicating stories in modern ways across varied media, this is done in a comfortable atmosphere.  Participants are encouraged to speak freely, in a comfortable setting, sharing their insights with those fortunate enough to be in attendance.

Conversuasion took place at the historic Arts and Letters building on Elm Street.  I used to work a stone's throw from there in one of the glass towers, and I've often wanted to see inside the building that was a favorite of the group of seven.  Now I had my chance.

Nestled inside, many portraits gazed from the walls towards me as I took my place in the audience.  But the focal point of the room was a comfy chair next to a crackling (digital) fire.  It was here the speakers, Colin Drummond, director with Crispin Porter and Bugusky, and Neil McOstrich, founding partner of Clean Sheet Communications, would sit to share their stories.

Nov 9-10 - Toronto Forum for Global Cities - Toronto

Toronto Forum For Global Cities is a two-day event consisting of over 40 speakers and more than 1000 participants.

It brings together some of the world's leading experts to debate and discuss the major issues facing cities, countries and their governments around the world.

It is an opportunity for global decision makers, corporate business leaders, senior civil servants, business executives, senior managers and service professionals to network and share ideas about how to remain competitive in the ever-changing world economy.

This year's Forum will be held at the Metro Toronto Convention Centre on November 9 - 10, 2009.

Each day will consist of morning plenary sessions, a luncheon, afternoon plenary sessions, closing remarks and a networking cocktail.

DMAT has arranged a special 20% discount offer for you to attend this event.

Call Peter Mosley at 416.502.0433 or email info@dmatoronto.org to arrange your 20% discount.

Coverage of Mobile Innovation Week - Toronto, September 12-16, 2009

by David Offierski

Despite the fact that we are all sad to see the end of our short summer, Canadian digital marketers can look forward to the change of the seasons this year. A new Festival came to Toronto and though the dates coincide with the bright lights and glamour of the Toronto International Film Festival, the inaugural Mobile Innovation Week had no problem attracting an impressive roster of speakers and supporters from both the Canadian and global mobile industry.

The event is an important milestone for mobile in Canada as this is the first time the Mobile Marketing Association has ventured north of the border to support an event. The MMA is a global association that strives to stimulate the growth of mobile marketing and its associated technology worldwide. In this video interview, Mike Wehrs, the President and CEO of the MMA, gives a brief overview of what is driving the growth and excitement for mobile content, services and marketing.

Michael O’ Farrell, co-chair of Mobile Media World gives us a rundown of the event that had something for everyone interested in mobile.

2009 has seen many firsts leading up to Mobile Innovation Week and this is helping to stoke the buzz around mobile in Canada and around the world. It is fair to say that all those who showed up for the event held at the CBC’s Glen Gould Studio, whether they were presenters, journalists or industry participants, share the same view that the demand for high quality content and delivery of services through mobile devices is only going to grow from here. Toronto Mayor David Miller knows it. He came to show his support to and gave #MMW09 an official proclamation. Click here for the Youtube video courtesy of Phil Barrett, a Mobile Innovation Week organizer and contributor.

It is unfortunate there wasn’t a stronger presence at the conference from Canadian marketing and media agencies who are searching for new and innovative ways to reach their target markets. The ones who “get it” will stand to benefit the most by bringing new opportunities to their clients and capturing market share from competitors who arrive late to the party.

2009 as the Tipping Point – Mobile Comes into its Own

• There has been explosive growth in the marketplace. According to Nielson Data, Smartphone penetration jumped 5% between Q4 2008 and Q1 2009. There are approximately 2.1 million Blackberry Curves and 1.8 iPhones in the Canadian marketplace.
• Canada’s mobile penetration rate is 70% of the population or 22 million people.
• Mobile Social Media and web 2.0 are driving adoption and usage of Smartphones. There are now 65 million users of Facebook mobile – a 300% increase since January 2009.
• Mobile data is now a $3billion dollar industry in Canada (Carrier Rates only), and a $30 billion industry in the US.
• According to ComScore’s data on US mobile content trends, women have surpassed men in their consumption of mobile data. Question that was not answered, what mobile media are women consuming the most?
• Smartphone users are newbies - according to research done by Cipher New Media, 50% of smartphone users have had their phone for less than a year.
• According to the Cipher Media Monitor, 1/3 of Canadian mobile consumers would like to switch carriers.
• Canadian consumers are desperately demanding unlimited data plans like those in the US. However, there is a real risk for carriers because wireless infrastructure is not designed for heavy duty browsing and mobile video consumption. This article in the NY Times illustrates the risk for carriers and may become a major limiting factor in the growth of mobile. An important question: How will Canadian carriers and the new entrants to the wireless market keep up with demand for rich mobile services?

Given that most users are just learning how to use the various applications and features in the new smartphones, and projections indicate that by 2013 smartphones will make up 95% of the market, mobile marketing is poised to be the next revolution in marketing as a whole. In another blog post, I examine how as more companies, brands and media outlets contribute to the mobile ecosystem, the quality and affordability of mobile services for consumers will explode in the 3^rd Wave of Mobile Development.

Those of us in the digital marketing and social media industry are very much at the forefront of shaping how mobile will grow in Canada; whether it is through the media and mediums we use to communicate our clients marketing messages, or the apps we download onto our phone. The revolution will not be without its bumps in the road as limits are tested but privacy and metrics standards must be adopted by all those currently in, and those seeking to get into the industry, in order to limit the chance of malicious marketers screwing up the opportunity for the rest of us.

Consider how you share information with friends through our phones now…by text, by email, BBM, Twitter or Fb message, or even with an old-fashioned phone call. We have way more options available then ever before. To some this is exciting, to others it is overwhelming and some find it downright annoying. What are your thoughts on mobile marketing in Canada? Where does mobile fit in to the media mix at your agency? Are there things that excite you about the way we use the mobile Internet? What applications do you think are worthwhile? Is there such thing as a killer app? Is it free or paid?

Please feel free to get the conversation started here or discuss the upcoming videos [we'll be releasing these over the course of the week - Ed.] that contain further insights on mobile in Canada.

The "Who is Talking About Me?" Edition - Sept 25, 2009 Week in Review

Thanks to Our Sponsors!
Event season rocks on into the fall ...

• The Art of Management in Toronto (a line up I would LOVE to see) - Oct 16, 2009. OneDegree readers get a great discount, The ticket giveaway for this closes TODAY at 5PM PT.
• The Art of Sales in Vancouver - October 19, 2009.  Again, an AMAZING discount for OneDegree readers. Ticket giveaway also closes today at 5PM.
• MeshMarketing in Toronto - October 22, 2009. Strong line up. Discount for OneDegree readers. And, yes, we're giving away a ticket to this one too! Closes Wed, Sept 30.
• Marketing Week in Toronto, including Digital Day and Media Day - Nov 11 & 12, 2009. The head of Google Canada is going to be there - shouldn't you?

This week's WIR is curated by Kate Trgovac. Kate tweets as mynameiskate and inspires poetry as my-name-i-skate on Protagonize.

It's All About Monitoring:

Well, it was a big week for monitoring. Great Canadian startup, PostRank, launched their new Publisher Engagement Analytics service - PostRank Analytics.  PostRank Analytics combines traditional and social engagement web metrics to help publishers understand where conversations are happening about their content and where they can engage their audiences. Includes Google Analytics integration.

Microsoft announced that they, too, are working on a social media monitoring tool.  Code-named "Looking Glass" it will help marketers monitor social media for brands and companies.  It's currently in "Proof of Concept" stage. You can see a tiny little screenshot on their blog.

Earlier this week, Seth Godin pulled what some consider a fast one and launched his new Brands in Public service, built on the Squidoo platform - essentially aggregates a number of streams of brand-conversations. And if you're the brand-manager for the brand in question, you can pay $400 a month to manage the page. To launch the service, he and a few Squidooers pre-built 200 brand pages. Today, he's re-calibrated and announced that pages will only be created for brands that ask for them. Molson has apparently signed on.

Traackr launched their Online Authority List - a service that will allow marketers to find out who the leaders are (and what their relative influence is) for conversations about their brands online.

In the News:

• Google thinks Canada is missing the Web's potential
• Nokia bought Dopplr

Doing Good Using Social Media

A Million Tweets to Remember launched earlier this week. Conceived by Canadian philanthropist Jordan Banks, the 1MTweets movement seeks to digitally memorialize one million people who have lived with Alzheimer’s by having their loved ones tweet about them.  Alzheimer’s robs people of their memories, and this movement is a powerful and poetic way to ensure we remember those who can no longer remember for themselves.  Everyone who tweets will also be asked to donate a minimum of a buck to Alzheimer’s research. Follow @1MTweets on Twitter.

WWF hosted a 24 hour tweet up for the planet - using a mashup of Twitter and Google Maps. Through-out the day, WWF staff from around the globe posted updates on Twitter to give their online audience a sense of the work that WWF is doing on a daily basis to save the planet - be it in the field working with communities on endangered species, at a conference helping negotiate solutions, in a meeting room with industry leaders, or behind a desk developing the tools to support our work. WWF also encouraged people to join in by tweeting about why they care about the planet or what they are doing to help. To join, Twitter posts just need to be tagged with the hastag #wwf24.

The White Ribbon campaign is holding the first Toronto edition of the Walk a Mile in Her Shoes event on October 1, 2009. Follow their progress on Twitter at @whiteribbon. We're super-proud of the friends of OneDegree who are participating: Chris Carder, Sulemaan Ahmed and Jennifer Evans.  Maybe consider a donation to support them.

Heard about on Twitter:

• See Twitter Trends in real-time, plotted on a map.  So you can see what conversations are hot where you or your clients are located.
• Want to be retweeted? Here are the 9 steps to take - based on scientific inquiry! (h/t Brad Grier)