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Posts from October 2005

October 31, 2005

Two Clicks Too Many

Who in this day of enlightened internet marketing sends people to their website home page when they click on an ad?? Case in point, last week's IAB/Marketing Magazine event, Interactive to the Max, shouted loud and clear over and over, that the consumer is in control. Well someone wasn't listening this morning. I'll have more coming up on the event itself, but I was happily distracted from work this morning by an ad on the Globe and Mail site for OCAD's upcoming art auction fundraiser. So I clicked.

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October 28, 2005

5 Questions for David Crow - Instigator, TorCamp

davidcrow.jpg David Crow loves his Mac. He is a software designer, an agent provocateur, and a general trouble maker. When he's not busy with client work, David can be found in downtown Toronto trying to build the next big cross-platform thing. *One Degree: I'm not sure that many people in Canada are familiar with the major buzz happening around "camps" these days. Can you give us a little background on FooCamp and BarCamp?* "FooCamp":http://wiki.oreillynet.com/foocamp05/index.cgi was started by Tim O'Reilly, the publisher of O'Reilly books - the technical ones with the woodcut drawings from the Dover copyright-free archive. FOOCamp, FOO stands for Friends of O'Reilly, is an invitation only event at the Sebastopol, California campus of O'Reilly publishers where 200 people spend the weekend sharing their works in progress, the latest tech toys, hardware hacks and tackling interesting problems together. "BarCamp":http://barcamp.org/ is a response from the community. Where FooCamp was invite only, BarCamp is open. "BarCamp":http://factoryjoe.com/blog/?p=55 is an non-exclusive, open alternative to FooCamp. BarCamp is an opportunity for people to share and learn in an open environment. There have been BarCamp events in Palo Alto and Amsterdam, and planning for New York City, Boston, London, and Vancouver. FooCamp and BarCamp are based on the OpenSpace conference concept. "OpenSpace":http://martinfowler.com/bliki/OpenSpace.html is an unstructured format, where you do not pre-plan activities and speakers. Instead, you provide a basic framework of time and space, allowing the attendees to figure out what happens. The conference self-organizes around the attendees and ideas. *One Degree: Why did you instigate TorCamp?*

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Understanding Social Media's ROI

_This article is by Guest Contributor Kate Trgovac who reports on the recent "BlogOn":http://www.blogonevent.com/blogon2005 conference in New York City. This is the final article in the series._ "Dave Hornik":http://www.ventureblog.com/, General Partner at August Capital, moderated "Understanding Social Media's ROI", the closing panel that centered on the costs, measurable benefits and strategic selling of social media into your organization. Panel members included: Laurie Mayers, Deputy Managing Director, Hass MS&L BlogWorks (the PR firm that manages "GM's FastLane Blog":http://fastlane.gmblogs.com/); Craig Engler, General Manager, "SciFi.com":http://www.scifi.com; and Andy Sernovitz, CEO, "Word of Mouth Marketing Association":http://www.womma.org/”. This was an exceptional panel, full of lively dialogue and great, actionable information. Hornik's first question: "Where has social media been put to good use?"

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5 Questions for Ian Kelso - President, NMBA

Ian Kelso _Ian Kelso is an interactive producer, strategist and the Principal at "Modern World Communications":http://www.modworld.com/, a Toronto-based interactive production and development firm. He is also President and a founding board member of the New Media Business Alliance "(NMBA)":http://www.nmba.ca a member-based not-for-profit industry association representing interactive digital media content production companies in Ontario._ *One Degree: What is the NMBA up to these days?* We are in the midst of a very busy and exciting period at the moment. NMBA is developing a number of new programmes and services including a new conference, a monthly networking event, an online industry directory and the return of our popular iLunch case study series. In August we moved to a new office and hired a communications and membership coordinator so now there are three of us working more or less full-time. Over the past year we have also co-founded a national umbrella association -- the Canadian Interactive Alliance -- with 7 other New Media organizations from across Canada. One of our first projects -- which NMBA is managing -- is a national economic profile of the industry due out this spring. *One Degree: How has your mandate changed since your inception in 2001?*

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October 27, 2005

Pitching To Social Media

_This article is by Guest Contributor Kate Trgovac, reports on the recent "BlogOn":http://www.blogonevent.com/blogon2005 conference in New York City._ The "Pitching To Social Media" panel was one of the more hotly contended at BlogOn2005 and really polarized "old-school" bloggers who see this as another attempt at exploitation by Big Business and "new-school" marketers who are trying to find their way (still) around a new media and are making mistakes. It was moderated by Cathy Brooks, VP at Porter Novelli and included "Jeremy Pepper":http://pop-pr.blogspot.com/, Founder & President, POP! Public Relations and Andrew Carton, Editor, "Treonauts":http://blog.treonauts.com/. Brooks opened the conversation with the question "Should PR firms pitch bloggers? Yes or No?" The answer: "It depends." Then all hell broke loose.

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October 26, 2005

Podcasting - Beyond Radio

_This article is by Guest Contributor Kate Trgovac, reporting on the recent "BlogOn":http://www.blogonevent.com/blogon2005 conference in New York._ Cameron Reilly, founder of "The Podcast Network":http://www.thepodcastnetwork.com/ moderated a great session on using "podcasting":http://en.wikipedia.org/wiki/Podcasting as a marketing channel. Reilly started the session by asking about the panel's experience with podcasts. Cydni Tetro, VP Marketing, NextPage described "her company’s current use of podcasts":http://blog.nextpage.com/ as a brand builder using 10 to 15 minute interviews with experts in their industry. They work with "PodTech.net":http://podtech.net/ as their podcasting partner. As measurement, they track all stats regarding subscriptions and downloads, but they are not concerned with monetizing it.

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Observed: My 'Science Lab' Turns Ten

The year was 1995. A cease-fire was announced in Bosnia and Croatia. O.J. Simpson was found not guilty. And Forrest Gump won the Best Picture Oscar. 1995 was also the year I launched my very first Website. In fact, it was exactly ten years ago this month. A decade later, my little 'pet project' is still around, more popular than ever, and is now (gasp) generating revenue, despite the fact it's been badly neglected by yours truly for the last few years. Truth be told, I came close to shutting down the Website several years ago because I didn't have enough time to devote to it. (I still don't!) Not long after that, an organization offered to buy the Website from me. I agonized over their offer but finally decided to turn them down. I sensed that the industry was turning around (I was right) and figured I'd stick it out and see what would happen. I'm glad I did.

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5 Questions for Barry Martin - Creative Director, Hypenotic

Barry Martin _Barry Martin (pictured at top) is Creative Director of "Hypenotic":http://www.hypenotic.com where they help clients get noticed, liked, and passed on. As Barry says, "sometimes it's through conventional or traditional means likes ads and web sites, and sometimes it's things that don't occur to you, but can be glaringly obvious to us. It can be softer toilet paper, nicer parking attendants, forms that are easier - even inviting to use, you name it. Like the tagline says - "Persuasion by Design"._ _Since 1998, Hypenotic has worked with a ridiculous gamut of industries, organizations, and individuals. They range from multinationals to bars, and from non-profits like Rethink Breast Cancer to financial firms like AIM and Spectrum. They’ve worked with established Canadian brands like Tilley Endurables, Efston Science and Camp Arowhon, and helped bring emerging ones like Wee Welcome, Midtown Honda, and Selenium Creative along."_ *One Degree: How does brand manifest itself online?* The same way it does in other customer touch-points - through experience and identification. In other words, how a person is treated and whether they can relate to you. To influence people through experience, try quick loading pages, ultra usability, and verbiage that doesn't pander. Influencing people through identification happens via aesthetics and attitude. It's about helping people sell themselves on you. *One Degree: What's the biggest mistake you see companies making when it comes to branding and the Internet?*

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October 25, 2005

Video Verve

The proliferation of online video ads makes me wonder how consumers (and, of course, marketers) ever lived without them. According to the results of "ComScore Media Metrix's Online Video Ratings":http://www.comscore.com/press/release.asp?press=630, more than 94 million people in the US alone watched a streaming video online in June. That represents over half of the total US online population. Apparently, the average consumer watches an astounding 73 minutes of streaming video content per month. "This research confirms that streaming video is now part of the Web experience for a broad base of consumers," said comScore Media Metrix president Peter Daboll. "This technology is changing advertising on the Web, by allowing richer, more emotive connections between brands and consumers."

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Feed Frenzy

_This article is by Guest Contributor Kate Trgovac, reporting on the recent "BlogOn":http://www.blogonevent.com/blogon2005 conference._ "The Feed Frenzy: Exploring New Channels for One-to-One Marketing" discussed the use of "RSS feeds":http://en.wikipedia.org/wiki/RSS_%28file_format%29 as a marketing channel, particularly how they fit into the mix vis-a-vis e-mail marketing. Led by "Scott Rafer":http://rafer.wirelessink.com/, former CEO of "Feedster":http://www.feedster.com/, it included panelists from Yahoo!, Sun and ESPN. Scott Gatz, Senior Director of My Yahoo! (*very* cool job) shared the results (Oct 2005) of a recent study conducted by Yahoo! and Ipsos Reid. 4% of Internet users *say* they are using RSS, but in reality 31% *are* actually using RSS for content syndication. And it's not just for geeks - the profile of RSS users mirrors the profiles of Internet users at large (though it tends to skew a little younger, a little more educated and a little more male). They subscribe to an average of six feeds and use My Yahoo! or Firefox (livebookmarks) as their primary method for reading RSS. Following on this information, Rafer tossed out the question, "How can feeds work as a marketing channel?"

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5 Questions For Stefan Eyram - ExactTarget

stefan_eyram.jpg _One Degree contributor "Stefan Eyram":http://www.onedegree.ca/contributors/stefan_eyram just announced that he has taken the new position of Canadian Business Development Manager for US E-mail Service Provider ExactTarget. I took this opportunity to ask Stefan five questions about his new gig._ *One Degree: Congrats on bringing ExactTarget to Canada! What can we expect from ExactTarget?* I’m very excited to be associated with "ExactTarget":http://www.exacttarget.com. ExactTarget delivers on-demand email software solutions for permission-based email marketing. More than 3,800 customers in organizations of all sizes, including many Canadian companies, have chosen the solution. Analyst groups, such as JupiterResearch and Forrester, rank us high for CAN-SPAM compliance, ease of use and business suitability. *One Degree: Are there any "uniquely Canadian" issues that you'll have to introduce to the ExactTarget team?*

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October 24, 2005

5 Questions For David Feldt - MD, Organic Toronto

David Feldt _As the Senior Vice President and Managing Director of Organic's Toronto office, David Feldt is responsible for managing all Canadian client relationships and business development efforts, focusing on the Financial Services, Automotive, and Communications sectors in both the U.S. and Canada._ _Most recently, David was VP, Managing Director at Blast Radius Toronto where he was responsible for new business development, client management, revenue growth, profitability, employee and customer satisfaction for Eastern Canada and the Central Region in the U.S._ _Prior to that, he was SVP, Global Practice Leader of Wunderman New York, leading a global team responsible for interactive marketing for IBM across eight countries._ *One Degree: Congratulations on the new gig! How have the first few days gone?* Thanks Ken! In a word, exhilarating! What an auspicious week to join "Organic":http://www.organic.com/ - just when the market is really taking notice. First, "Forrester Research":http://www.forrester.com/ named Organic as "a leader in both transaction-led and image-led website design":http://www.organic.com/about/news_detail.jsp?629. Then, an article in the Wall Street Journal highlighting our innovative work on "The Mudds":http://www.wearethemudds.com campaign for the Jeep Commander, some of which was created right here in Organic's Toronto office. Of course, I've a lot of time during my first week meeting with teams, particularly Dave Stubbs and Dave Sylvester, the creative force in the office, to get up to speed on the wonderful work that Organic is generating for both Canadian and U.S. clients. Everything that I'm learning validates my decision to join the agency. *One Degree: Organic has had a very low profile in Canada over the last few years despite the large Toronto office and the great successes in the States. Do you see yourself growing Organic's visibility and client base in Canada?*

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Five Days of Five Questions

Make sure to visit One Degree every day this week as we're on a bit of "Five Questions":http://www.onedegree.ca/category/five-questions streak. We'll have *five Five Questions interviews* this week, starting off later today with David Feldt from Organic. We'll also got reports on four more sessions from last week's BlogOn conference in New York courtesy of Guest Contributor Kate Trgovac.

October 21, 2005

Great Day at the CMA Digital Marketing Conference

We all had a great day yesterday at the CMA Digital Marketing Conference. Some of the highlights of a very packed day were discussions of Personas, Web 2.0, brain scans, personality and blogging... and of course Ken let out a bombshell saying he wasn't interested in email anymore... huh? Here are a few of my favourite moments with more detail to come: Brent Lowe-Bernie of comScore Media Metrix started with a cartoon that perfectly summed up how we need to be thinking from the customer viewpoint now they are in control: a dog with a newspaper in its mouth and the owner says, "have you considered I do not want the paper?" Brent followed with a ream of current stats and the Dove case study, part of CMOST, more of which I'll cover after the event next week in Toronto. Bryan Eisenberg very succinctly explained in his presentation on converting site visitors, "for you to achieve your goals, your visitor must achieve theirs first." Daniel Pink was asked about how he came to examine his brain and replied that he had volunteered for a medical study on schizophrenia - "I was in the control group!" he reassured us. Then went on to share several stories about the mainstreaming of the search for meaning, where even his home state of Ohio, "the hotbed of social rest" has succumbed to laughing yoga classes and candle stores. And in the final presentation of the day from Andy Nulman of Airborne, we learned about the Mexican nut dance. I'll post more when I've finished deciphering my shorthand...

Can Advertising be Social?

_This article is by Guest Contributor Kate Trgovac, reporting from the "BlogOn":http://www.blogonevent.com/blogon2005 conference._ Moderated by Steve Hall, publisher of "AdRants":http://www.adrants.com/ this panel discussed the changing nature of advertising and branding, particularly in light of social media and consumers' growing ability to critique, comment or even produce *better* advertising than agencies. The panel included "Joseph Jaffe":http://www.jaffejuice.com/, President and Founder, jaffe LLC; Mark Kingdon, CEO, Organic (see our "5 Questions for Mark Kingdon":http://www.onedegree.ca/2005/07/12/five-questions-for-mark-kingdon-ceo-organic-inc; and David Rubin, Brand Development Director ("Axe Deodorant":http://www.unilever.com/ourbrands/personalcare/Axe.asp), Unilever. To set the tone, Hall put the titular question to the panel: So, can Advertising be social?

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October 20, 2005

What Blogs are Not

_This article is by Guest Contributor Kate Trgovac, reporting from the "BlogOn":http://www.blogonevent.com/blogon2005 conference. Here are Kate's impressions of "What Blogs are Not" by "David Weinberger":http://www.hyperorg.com/blogger/ - Fellow, Harvard Berkman Center for Internet & Society and co-author of the Cluetrain Mainfesto._ I’ve been a fan of Weinberger for quite a while (not so much the Cluetrain Manifesto, but for his newsletter "JOHO - Journal of the Hyperlinked Organization":http://www.hyperorg.com/ *and* because he has the best email address in the universe - self@evident.com). He certainly did not disappoint from an energy or content perspective. Weinberger (possibly by virtue of being a Harvard Fellow) gave a presentation that was a perfect mix of some ivory-tower stuff with some actionable takeaways. The first half of Weinberger's talk was about what blogs are not. Note: I think he is addressing his talk to marketers trying to understand how to enter the blogosphere (either as participants or observers); he's not trying to describe the blogging process to the general public.

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We're At The Digital Marketing Conference

Expect light posting today as most of us are at the "Digital Marketing Conference":http://www.the-cma.org/events/digital.cfm today. Reports and opinions on the conference will trickle in next week after we've recovered.

Communicating With Customers During A Crisis

_This article is by Guest Contributor Kate Trgovac, reporting from the "BlogOn":http://www.blogonevent.com/blogon2005 conference. Here are her impressions of "Damage Control - Communicating with Your Customers in Time of Crisis Conversation" with Gil Schwartz, EVP Communications, CBS Television._ Lisa Poulson, Managing Director of Burson-Marsteller led a lively discussion with Schwartz on the similarities and differences in crisis communication in the pre- & post-blog eras. When asked what the big differences are, Schwartz suggested: # Time frame. Everything happens *now*. Before, in PR, you had time to prep your clients, craft a message, get all the right people involved. Now, you have to respond immediately. And sometimes things get missed. # Possibility for *any* issue to become a huge PR issue. Before, it was easier to predict what would become a big PR issue - for example, crises like the Tylenol tampering and the Union Carbide disaster. Now, anything can become a crisis - and that isn’t necessarily a good thing.

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DMA Requires Email Authentication... and in Canada?

Dear readers, I'm speeding off to the CMA Digital Marketing Conference this morning, and one of the issues I'll be asking fellow attendees about is Email Authentication and the reported announcement the DMA (based in the US) will now be requiring members to authenticate their email. Their stand is that this will help reduce fraud and the ISPs are moving this way already, as Stefan Eyram posted yesterday. But will this really have any impact on spam, or is it more a practise to 'protect' its membership?

Selecting An Email Marketing Partner

Since I am in the email marketing field I regularly read "MediaPost's":http://www.mediapost.com "Email Insider":http://publications.mediapost.com/index.cfm?fuseaction=Archives.showArchive&art_type=32&archive_year=2005 (free registration required). I really liked the October 17 issue titled "How to Evaluate Email Vendors":http://publications.mediapost.com/index.cfm?fuseaction=Articles.showArticle&art_aid=35183. David Baker, Vice President of Email Marketing and Analytical Solutions at "Agency.com":http://www.agency.com provides a great overview on what you should look for when selecting an email marketing vendor. His list of what to look for is pretty good but I had someone ask me to validate his opinions. Here's my personal list of things to review when choosing an Email Service Provider:

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October 19, 2005

BlogOn Panel - Markets Are Conversations

_This article is by Guest Contributor Kate Trgovac, reporting from the "BlogOn":http://www.blogonevent.com/blogon2005 conference._ Heralding the call of the "Cluetrain Manifesto":http://www.cluetrain.com/, this panel promised a discussion on becoming a smart voice in the market place and engaging your customers in a conversation. Moderated by Steve Rubel, VP at CooperKatz and author of the "Micropersuasion blog":http://www.micropersuasion.com. Steve started the conversation with the recent incident of "FedEx Furniture":http://en.wikipedia.org/wiki/Fedex_Furniture -- an individual who created furniture for his apartment from any used FedEx boxes he could find. He then posted pictures of them on a site. Predictably, FedEx's lawyers sent him a cease and desist letter. Which he posted on his site. He finally ended up being interviewed on NBC's Today Show. And FedEx received more negative publicity than if they had just left it alone, or, gave him a few boxes. Rubel asked the panel, "if markets are conversations (and really, as the example above shows, conversations are markets), what has substantially changed for marketers?"

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Calgary's Critical Mass Tops Forrester Interactive Agency List

Critical Mass was named by Forrester as the leading web development agency in North America for the second year in a row. I asked for comments on the win from SVP of Strategy, Neil Clemmons. One Degree: Congratulations on the win! Marketing Magazine quoted Forrester's Harley Manning, VP of customer experience research, describing Critical Mass as "a throwback to the early days of the Web. The agency exudes earnest excitement about crafting sites that maximize the potential of this still-young medium." How do you keep up and grow that enthusiasm?

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Recommended: How to Avoid the Sleazy SEO Up-Sell

My ever-trustworthy Snake Oil Detector registered a big one last week after I was approached by an online retailer with questions about search engine optimization (SEO). Turns out they'd recently launched their Website and were shopping around for some much needed SEO help. They had been speaking with another firm that purported to do SEO work, and they were a bit suspicious of what they heard. Turns out they had every right to be. When I did a bit of digging, I uncovered one of the most egregious scams I've come across in a while.

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E-mail Recipients Don't Get It

Every weekday morning I look forward to my email from eMarketer. This morning I was somewhat surprised to read "Many Permission E-Mails Still Don't Get Through":http://www.emarketer.com/Article.aspx?1003635 (free access until October 25, 2005; subscription required after). Based on a recent "Return Path":http://www.returnpath.com study, 21% of permission email did not get delivered as intended (to the inbox) during the first half of this year. That's more than one out of every five emails where the recipient has subscribed by giving their permission. Emarketer e-mail delivery by year stats This is a slight year-over-year improvement but what scares me more is that as of November 1 Microsoft (think Hotmail) will require all incoming emails to have Sender ID implemented or the messages will automatically get sent to the junk folder. If you have read Paula Skaper's June 22nd post "Hotmail Demands Sender ID":http://www.onedegree.ca/2005/06/22/hotmail-demands-sender-id you will know that as of that date Hotmail was flagging all emails that did not have proper authentication through Sender ID. I often see half the emails in my Hotmail account with this flag. Now all of these *permission-based messages* will be sent to the junk folder along with all the spam. The funny thing - not so funny if you are trying to understand all this deliverability stuff - is that Return Path found non-delivery rates varied greatly across the top 23 ISPs in the US from a low of 8% at Mac.com to a high of 39% at Gmail and Excite. Emarketer e-mail delivery by ISP stats

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October 18, 2005

McDonald's Blogs

_This article is by Guest Contributor Kate Trgovac, reporting from the "BlogOn":http://www.blogonevent.com/blogon2005 conference. Here are her notes on the "McDonald’s Corporation - Roadmap to a Corporate Blogging Strategy" session._ This was a solid conversation on initiating a corporate blogging strategy led by Chris Shipley, Executive Producer of Blogon. Steve Wilson is the Senior Director of Global Web Communications for McDonald's. About 18 months ago he started planning the strategic use of blogs for internal communications at McDonald's; last week, the President and COO of McDonald's, Mike Roberts, launched his blog (the first at McDonald's). Steve shared some of the challenges and steps to getting to Roberts' blog.

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