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Posts from February 2007

February 28, 2007

Liftoff - Mesh 2007

Mesh_logo The Mesh Conference Blog announced today details for the Mesh 2007 conference. With keynote speakers Michael Arrington – founder and editor for Techcrunch.com, Jim Buckmaster – CEO of Craigslist.org, and Richard Edelman – CEO of Edelman Co. (as well as others) poised to speak, this year's MESH conference will be exciting and enlightening.

At $400, the conference is on par with others of similar quality, but the line-up is great. Go ahead and sign up. And if you are a student and think the price may be too steep, you’ll be happy to know there is a heavily discounted student price of $25. The 2007 Mesh conference takes place on May 30-31st.

For more information head over to the MESH Site.

New Zealand Gets Anti-Spam Law - Is Canada Next?

The Unsolicited Electronic Messages Act 2007 just got the OK from New Zealand's parliament.

Here are the key features of this anti-spam law:

  • Opt-in is required for commercial marketing messages
  • Requires compliance from senders within New Zealand and all emails with links to New Zealand websites
  • The sender must be identified accurately
  • Recipients must get a working unsubscribe mechanism in each email

This law is pretty similar to most of the anti-spam acts already in place in various regions around the globe. In actuality, it is unlikely it will have any effect on spam levels in NZ since very little of the spam originates from within the country itself. The goal is to set some common standards for all businesses and give New Zealand a basis for participating in cross-border anti-spam measures.

How does this apply to Canada?

New Zealand’s anti-spam laws were tabled in 2005 and took almost 2 years to approve and enact. In Canada we have a spam task force and there have been rumblings about some sort of anti-spam legislation but nothing concrete has come of it. However, some time soon Canada will have to join the US, EU and countries like New Zealand to ensure there are a common set of “rules” for organizations using email for any sort of commercial or marketing communications.

At the end of the day, even without a Canadian anti-spam law, as a minimum the best practice for Canadian marketers has been to make sure they comply with the US CAN-SPAM act. Furthermore, if they market to Europe and further abroad they also need to know their compliance requirements for those regions as these may be different. You should always be anti-spam compliant if you:

  1. Get explicit permission from a recipient BEFORE you send any commercial or marketing emails
  2. Include a functioning UNSUBSCRIBE mechanism (e.g. an unsubscribe link) in each and every marketing email you send
  3. Add your physical mailing address to each email to ensure CAN-SPAM compliance

If you are doing this it is unlikely any Canadian anti-spam legislation will negatively impact your marketing efforts.

Nobody Calls This Shoe Yella: The Nike McFly

Almost a year ago Ken interviewed Al Cabino about his crusade to get Nike to release the shoes inspired by the movie Back to the Future Part II on his feet (as well as other peoples’ feet). Al described his crusade earlier by describing how “everyone dreams of walking in a movie star’s shoes.” In the case of the shoes, they “were created just for the film, never worn beyond the silver screen.”

Al’s fascination with the shoes has taken a social media twist, by giving Robert Ranning (of the popular The Shining remix trailer and other projects with Director Spike Lee) carte blanche to create a trailer for the shoes. With almost 150,000 views on YouTube, Cabino hopes his crusade will take a viral twist, and wants the video will make front page on YouTube, gain national exposure, and reaching a modest viewing goal of one million.  You can help out! For your viewing pleasure, hit play on the commercial featured below, and if you want a pair of these funky kicks, sign the petition.

Continue reading "Nobody Calls This Shoe Yella: The Nike McFly" »

B2B And The CMA: A Preview

Thursday March 1st the CMA will be hosting its second annual B2B Conference at the Westin Harbour Castle.

Before the event kicks off I had the opportunity to chat with conference organizer Mark Patenaude, VP Sales & Marketing at St. Joseph Print, who described B2B as “an element which every business needs in order to push products, regardless of industry.”

With a wide range of speakers, perhaps the most out of place at the event is the famous Canadian environmentalist David Suzuki. When asked about how the supposed out-of-place Suzuki fits into a B2B conference, Mark noted how having David as a keynote speaker will help divulge how “companies are perceived in the marketplace in the environment, [and how to] do a better job.” Mark went on to say that Dave’s role is to “instill in us, as marketers, a bit of his background knowledge, to be able to go back to our corporations” to become greener.

This progressive approach overshadows the fact that Mark is hoping to make a distinct difference between the relatively new field of B2B business form B2C. “Seeing, hearing, and living the B2B world is what this conference is about”, noted Mark, describing that audience members can take a lot out of a 1 hour lecture, in what might come out of a 4 year university degree.

If you are interested in attending the event and hearing this great lineup of speakers, sign up for the conference at the CMA Online Signup.

Have You Seen A More Embarrassing Email Ad?

Doh! (You can click the image to see it full-sized)


Can You Imagine The Internet In 2020?

Leona "Flackadelic" Hobbs posted this must see CBC news segment about "Internet (no "the" in sight) from way back in October 1993:

Now that you've had a good laugh at what we thought about the Net 13 years ago, watch this must see video from 2007:

Can you imagine how laughable our view of the Net in 2007 will look in 2020?  My guess is it will look even sillier than that CBC piece!

February 27, 2007

Do You Ning?

Long time reader Andy Strote of Context Creative poses a timely question of the day to you, oh faithful One Degree readers:

Can you ask subscribers if anyone is using Ning to create groups? What are their experiences, limitations, etc? Can it be integrated into other sites? Feel like I’m living under a rock, having just heard of Ning.

Bonus question – if you do know about Ning, where did you first hear of it?

February 26, 2007

Overcoming Outlook 2007 – Tips From Microsoft

There have recently been two posts on OneDegree about HTML rendering in Outlook 2007. Wayne Carrigan on HTML in Outlook 2007, and Microsoft Gets Email Marketers Hopping. So, the noise is true – Outlook 2007 renders HTML using the Word HTML editor rather than using Internet Explorer (IE), the previous Outlook HTML editor.

As an Emarketer at Microsoft, I am very familiar with the functionality changes that have occurred in Outlook 2007. A large number of our B2B customers have already migrated to Outlook 2007 and therefore we need to ensure that our emails render correctly in all versions of Outlook. I want to take this opportunity as an employee of Microsoft to talk about the changes and provide some best practices to add to your email tool box.

Why are there HTML rendering issues in Outlook 2007 and not in other versions?

In past versions, Outlook actually used two rendering engines – IE’s for reading content, and Microsoft Word for editing when you were composing messages. What this meant was that if you were replying or forwarding an HTML email, previous versions of Outlook would first use IE’s rendering engine to view it, then Outlook would switch over to the compose engine – MS Word.

A big thing Microsoft heard from customers is that they wanted the richness of the editing experience they were used to from Word integrated throughout Outlook. While IE7 is great, it was never intended to be an editing tool. That’s why we made the decision to use Word’s new HTML rendering engine for both reading and authoring content, which had been improved based on HTML and CSS standards. This allowed us to unify the rendering and editing engines together, rather than forcing customers using Outlook to use two different rendering engines (one for rendering HTML, the other for editing).

Here are some suggestions for making your e-mail render well in Outlook 2007…

  1. Background images – Avoid background images in table cells – instead you can use .gifs
  2. Background color support – If a table cell has background color and text, the text and background color display fine. Avoid nesting another table inside that table.
  3. Box model support – pay attention to padding and margin’s as they behave differently.
  4. Embedded e-mail surveys – Include links in your email to surveys on a website.
  5. Animated GIF files or Flash content – Animated GIF files will appear but will not animate. Flash will render a big red “X”. Send readers to a site to see these images. Images/photos can definitely be used, be sure to include captions in case images are blocked (this is the same behaviour that occurred in Outlook 2003). I actually haven’t tested this one out yet, but have heard this one through the grapevine.
  6. CSS – Be sure to update your CSS templates to reflect the changes above – you should also know that there is no support for float or position – use tables. You can still have an e-mail template, just ensure good quality assurance testing to make sure it will render correctly in Outlook 2007.

Some Best Practices….

If you want further information…. There are two external blogs which discuss the issue at length:

  1. The truth behind the Outlook 2007 change and what you can do about it
  2. What Really Happened with HTML and CSS in Outlook 2007

You should also know that Microsoft is listening to the developer community through the Microsoft/ WaSP Task Force. I will continue to share best practices and any new updates with you as they become available.

Can You Really Make A Viral Campaign?

At the Consumer 2.0 Conference last week I had the pleasure of spending some time with Steve Wax from Campfire. The firm was the subject of a really interesting Fast Company article in November 2006 and I found Steve’s ideas very refreshing.

Campfire – founded by Steve and a few of the guys behind the Blair Witch Project – does these really complex online events/games/virals like Art Of the Heist: Steve made me stop dead in my tracks when he said (roughly) “people have to stop saying they’re going to ‘make a viral video’ because you can’t decide whether it’s going to be viral or not. It’s the same as saying ‘I’m going to write a hit song’ or ‘produce a hit TV show’ – it just doesn’t make sense”.

I’ve always said that viral marketing was the conscious use of word-of-mouth as a marketing tool but I really see Steve’s point. You can try to be viral, but can you really say something “is viral” before it has in fact “gone viral”?

February 25, 2007

Starwood Innovates In Email

Take a look at this Starwood Preferred Guest Newsletter and see if you can figure out what they're doing that very few email marketers have the guts to do:


(You can click the image to get a larger version) Need a hint?  It's orange.  :)

QotD - How Do You Deal With French Characters?

Today’s QotD comes from a recent issue we have had about adding French-specific characters to our posts. With the technology we are using at One Degree, it wasn’t possible to show the accent aigu in the title June’s previous post. With RSS requiring basic ASCII characters, our question of the day is:

How do you deal with French-specific characters and accents? (or any other language-specific accents for that matter)

And for those French speakers:

Comment traitez-vous ce problème?

Richard Peddie's 5 Ideas: A CMA Recap

Richard_peddie_cma Richard Peddie, President and CEO of Maple Leafs Sports & Entertainment LTD, closed out the CMA’s Advertising and Marketing forum, outlining 5 everyday things you can use for generating good ideas. These simple steps to developing fruitful ideas was an insightful way to end the conference.

Richard’s 5 tips included: 

  1. Let your brand tell you the idea – Equating brands as sponges, and how by absorbing yourself into your brand allows you to engage better with it.
  2. Think the talk – This attitude includes thinking of your brand as both a brand and a customer experience. Equating it to thinking like a fan, Richard stressed that there is a “constant motion that ideas are all around us for the taking.”
  3. Legitimate plagiarism – By copying and adapting great ideas from peers you can fine-tune and customize great ideas to compliment your brand.
  4. Expose yourself to stimuli – Listening to music, involving yourself, and overall stimulation can lead to idea generation on both the conscious and subconscious level – ideas happen everywhere.
  5. Unleash your people – Those working within your organization know your brand the best. Encouraging good idea generation, empowering your employees, or offering monetary rewards fare good methods for growing ideas innerly.

Richard’s 5-step process was insightful and a great blueprint for generating ideas. Throughout his dynamic presentation it was clear that he employed these methods throughout his career, which he illustrated with examples from Maple Leafs Sports. The most important concept Richard overlooked was having the self-confidence to trust yourself and your ideas. Sticking to your guns and presenting your personal ideas in the same environment mentioned above requires self-confidence, and the ability to scrutinize your ideas with the same methods you do with your employees. To add a 6th way to generate ideas I would suggest it is most important to trust your instincts.

February 22, 2007

Five Categories For The Entire Internet

I was at a presentation recently where the speaker presented what he referred to as “the five pillars of the Internet”, his categorization for the entire Internet. I’d never heard the categorization before so it caught my attention. I’ve been musing over these pillars ever since and have decided to hold them as “true” until someone comes up with a better categorization. So here they are, as proposed, for your debating pleasure:

  • Search: Finding the stuff when you need it
  • Content: The stuff you actually need (words, data, pictures, video, music, etc.)
  • Marketplaces: The exchanges for goods and services
  • Payments: The central mechanism to trigger the flow of goods and services
  • Communications: The function of interaction (email, chat, voice, video)

You’ll notice that Advertising is not one of these pillars despite the fact that Advertising essentially funds the Internet. I would guess that the rationale is obvious in that Advertising can’t really be a pillar in the Internet anymore than it can be a pillar in the traditional media (The Shopping Channel maybe as a notable exception) and instead acts as more as the cement mix in most of the pillars keeping them standing (ok, I know I’m killing this metaphor). Is this it then, the final blueprint for the Internet? Or is there something missing? Feel free to comment at will.

Email Is Dead, Long Live Email. Let Us Know Your View

Sometime ago, I took issue with Ken Schafer (and Seth Godin for that matter) when they were reporting the death of email was a foregone conclusion. The truth of the matter is that it is not dead – or as Mark Twain once said "the report of my death was an exaggeration". Yet, the debate continues in terms of the role email will play in the future. 

We have to remain strategically sober to the fact that as the "net generation" becomes more prominent, email will likely be discarded as their parent's technology. In due time we are sure to see instant messaging, RSS and other tools rule the day as primary communication vehicles. Now contrast that with a recent study by New York-based Datran that asked U.S marketers to choose the most important media channel they plan to use in 2007.  An astounding 83% of U.S. marketers picked email citing the ability of email to drive incremental revenue, reinforce the brand position and improve customer loyalty.

Jen Evans wrote a great post on the state-of-email that I thought was bang-on the issues.  She touched on many great points both pro and con.  In my work, I have personally seen the direct impact of a well planned email strategy and know it is a highly effective tool when used properly to develop a dialogue and nurture relationships. And, it is also holds camp as an impressive ROI machine if you manage to harness its potential.

Continue reading "Email Is Dead, Long Live Email. Let Us Know Your View" »

Links From The Backchannel

Below are some interesting articles tagged by our readers in One Degree’s Backchannel.

Not sure what the backchannel is? Check out the Bookmarks from the Community section in the sidebar to get involved.

February 21, 2007

Ask A Marketer - Marketer Responses: June Li

One Degree’s June Li takes a stab at the submitted Ask A Marketer question, by providing some helpful tips. Her response is below:

  1. Marketing questions first – How is your brand different from the the competition? What makes customers more likely to buy from you than your competition? Is your merchandising a point of difference? Your knowledge?
  2. Decide what success looks like. Ten more customers who arrive at the store having found your store on the Web?
  3. Understand your prospects and customers.
    • Do customers really buy furniture on the Web? Or do they look, then go to the store to touch and feel, sit in/on it, etc.?
    • If there’s a web special, do some folks look, go to the store and then go home and buy online to get the lower price? [Hey – it happens with books!]
    • Do customers buy appliances on the Web? …etc, etc. Is it worth the time and $ to put the products on the site? Don’t forget maintenance. (Just posted this morning on my blog about personas. A different aspect – more about marketing accountability but you might be interested in a short blurb about using personas)
  4. How to start? Read Web Redesign 2.0 by Goto and Cotler (Book website) – available from Amazon.ca and Chapters-Indigo.
  5. The best analytics software depends on what you need to measure to track and evaluate success. What’s best for one organization can be a disaster for another, even in the same industry. Suggest installing Google Analytics on their existing site now to get some baseline data. If they need help doing this properly so that it gives the meaningful results, contact me.

Mario D'Amico Sails On Blue Oceans

Mario_damica_cma Cirque du Soleil sails on Blue Oceans, described Mario D’Amico at last weeks CMA’s Advertising and Marketing Forum. A Blue Ocean is a marketing term described as a market in which demand is created by ‘changing the rules’, so to speak, of the product or service horizon, so you operate in a sea with no competitors.

Mario described Cirque’s life as a seafaring vessel sailing in a blue ocean, with a keel built from imagination. He discussed how Cirque could be viewed through three lenses, the latter being the most relevant to the lunchtime community;

  1. As an artistic organization
  2. As an organization which connects with its audiences, or
  3. As as business operation, wherein over 120,000 people will see a cirque production on any given weekend.

As a business, Mario described that Cirque’s success is based on the fact that marketing is not part of the creative process of production, but merely part of the overall business management.  The truly artistic operation, says Mario, wholeheartedly believes that by

Injecting quality at the molecular level will return itself 10-fold at the molar level.

This quote is what audience members and non-attendees should take to heart, and exploring and implementing this thought in their own work environments.  Success is built on strong foundation and ideation – as the day’s speakers constantly reaffirmed.  A well-planted field, fertilized and watered regularly, yields high-return crops.  Growing talent and ideas organically within an organization – a feat Mario described as being paramount to Cirque’s success – is paramount to them.  He described how “taking risks and failing is part of the regeneration process of creativity”, and should be embraced. If audience members were not captivated by his presentation, then surely his enthralling introduction video for Cirque did!

Ask A Marketer - Marketer Responses: Jon Lax

One Degree’s Jon Lax takes a stab at the submitted Ask A Marketer question, by providing some helpful tips. His response is below:

First off you need to break your problem down a little. Trying to answer all these questions at once is a little difficult. Think about attacking this as inter-related but separate challenges.

  1. How do we allow customers to view our products online?
  2. How do we accept orders and deliver our products? # How do we get consumers to return the next time?
  3. How do we attract customers to our site?
  4. How do we measure our activities?

E-commerce is largely an operational challenge and so finding a platform that meets your needs is important. Companies spend millions creating e-comm systems that tie into their logistics and supply chain/warehousing systems to seamlessly handle inventory. It is easy to get distracted and try to be too ambitious. There are many prebuilt e-commerce systems that provide many of the features of custom systems. One that looks really good to me is Yahoo! Small Business. They have a full e-comm system that allows you to build a store using either pre-built templates or allow you to design your own. And at a fraction of the price of implementing your own.

We used to think of these “e-commerce in a box” solutions as being pretty terrible. The templates were ugly and couldn’t be changed but times have changed. I was surprised to learn that the Simple Human Web store was built on the Yahoo! platform. It is a really great looking and working e-comm site. I don’t have personal experience with it but from what I’ve seen I am really impressed. What’s nice about going with a system like Yahoo!, is that they have a back end admin system and work flow that is already designed to help you upload product and track inventory. Whether their system works with your internal processes is something you need to evaluate.

In terms of getting consumers to return, I would ask you how realistic is that given what you sell? How often are people in the market for furniture? I think you raise an interesting question in terms of what is the customer experience after someone has purchased online. I like the idea of assigning them a salesperson who personally emails them and finds out if there is something else they need. Maybe invites them to come by the store. Now your customer is recognized for doing business with you and has an actual person to ask for on the floor.

For analytics you can do some amazing things with Google Analytics. What’s nice about Google Analytics is that it integrates with Google AdWords so you can create AdWord campaigns and see how they deliver to sales or goals. Yahoo offers similar capabilities by integrating their ad serving and e-commerce systems with unified analytics. I would be wary of larger analytics packages like Web Side Story. While very powerful they require significant effort to get good reports out. I believe using tools available online, you can put together several pieces to assemble an e-comm platform and strategy that would outclass many implementations costing thousands of dollars more. Also by breaking your e-commerce challenges down they will seem less daunting and you can go and find solutions for each piece of the puzzle.

Ask A Marketer - Marketer Responses: Michael Garrity

One Degree’s Michael Garrity takes first stab at the submitted Ask A Marketer question, by providing some helpful tips. His response is below:

I have a simple answer to her situation based on my 7 years experience working with the major retailers in Canada: Go here and stop worrying: http://www.prostores.com/. Outsource the entire service to ebay.ca immediately to get you up and running fast to an instant community with all the tools she is looking for built in and charged to her as a monthly ASP service. They have “get started” packages for as low as $30.00 a month and will scale to $250.00 a month when she is ready for it.

If, at some point, she wants to go the ways of the “big guys”, here is what she is up against:

  • build a production e-commerce environment
  • design a consumer friendly site
  • build comprehensive analytics tools
  • build and manage a payments and receivables system to support the site
  • market like mad to build a community

Every one of these item is a hornet’s nest of expense and mis-fires and requires complete organizational buy-in and coordination. Why bother. If you find you are overwhelmingly successful on ebay’s hosted service, build your own to replace it when you can cost justify it against an existing loyal community. Just to place online retail in Canada in context, according to ebay, less than 30% of inventory from the Big Chains is actually available through their websites. She has time to be better, faster. My two cents.

Ask A Marketer - Venturing Into The Online Marketplace

An anonymous reader from a Winnipeg-based retailer has asked to be thrown a buoy in the second installment of our Ask A Marketer series. Can you throw her the line she needs? The Questions:

I work for a retailer in Winnipeg. We are currently looking into getting our product up on the website. We are looking to sell online and encourage customers to come back to the site or into the store so that our sales staff can compliment there already purchased items.

We're not sure where to start. What is the common way to start this? Do we need to upload all our pictures and enter in all their product details? Is there software out there that will help us make this easier? What is the best "analytic" software to use? We have graphic designers in-house to redesign the site but does our site really need a redesign right now? We know we need to get our products up and we know our main navigation bar needs to be about the product etc but how do we start? Am I asking the right questions? If you could point me in the right direction that would be much appreciated.

What do you think?

Links From The Backchannel

Below are some interesting articles tagged by our readers in One Degree’s Backchannel.

Not sure what the backchannel is? Check out the Bookmarks from the Community section in the sidebar to get involved.

Webcom Toronto 2007 Conference

Webcom_2007_logo Webcom Toronto 2007 Conference April 10-12 / University of Toronto
Building Smarter Organizations: Tools & Practices Interactive communications & Web 2.0

Webcom Toronto focuses on the tools and practices necessary to build smarter organizations which can compete successfully in a global economy. Prepare your organization for a strong position in the Web world by tapping into knowledgeable presentations on innovation, strategies for sharing knowledge and supporting the mobile work, enterprise discovery and search, intranet infrastructure and content management, as well as social media and collaborative tools.

For more information head to the Webcom Toronto website

February 20, 2007

John Cassaday's Recap From The CMA

Corus_cma John Cassaday, of Corus Entertainment opened the first annual CMA Advertising and Marketing conference by declaring that “Ideas and Ideation are back in style.” Following this proclamation, he went on to describe the 4 waves of ideation; The 70’s and 80’s, a stage of global systems integration to prevent being swallowed up, the digital wave (90’s), and the present state of post-dot-com bust.

Stressing the need to foster ideation within a business, John stressed the importance of separating your core and emergent divisions of your business, allowing your emergent side to cultivate new ideas which can then disperse into your core. With specific reference to Corus, John described three key lessons on ideation:

  1. Recognizing that process is key to innovation. The fostering of fertile minds by asking employees for their input not only allows employees to feel they have an impact, but taps a knowledge base of individuals in tune with your products.
  2. Innovation around your core business modes is just as important as innovation along the fringe. Allow both these sections to grow, and symbiotically enhance one another.
  3. Merchandise your successes. Capitalize on what you have created, and reap the fruits of your hard work.

Non-attendees should use John’s examples as a building blog to seed development. While his ideas may not be ideal for every scenario and organization, positive and creative work environments have high employee-satisfaction, and in turn ideation. One needs only to look at Google to see this. While bottom line may not be your goal in development, like any business idea, can have some monetary benefits.

Search Engine Marketing Seminar - February 28 - Toronto

Join us for “As the World Searches” and learn about the changing world of SEM and get inside information on what you need to achieve your next campaign goals.

  • How to drive FREE organic traffic?
  • What dramatic changes are coming to the search marking landscape?
  • What are the emerging trends in online marketing?
  • How can the next generation of search engines help you active your business goals?

Speakers: Google, Microsoft, non-linear creations and Yahoo

When: February 28 – 8:00 – 10:30 AM

Where: Ontario Club – 30 Wellington Street West Cost: $75 – includes FULL breakfast

Register: Online Web Registration

ICE 2007: Interactive Content Exchange - Toronto

Ice_07_logo_3 Looking for interactive production partners? New ideas for business models? Have something to sell or pitch? Register now for the Interactive Content Exchange, an annual international forum and market on the business of interactive digital media hosted by the New Media Business Alliance at the Carlu in Toronto March 21st & 22nd 2007.

ICE 2007 is the follow up to iSummit 2006 which featured over 330 delegates from around the world. Join top calibre international speakers and delegates to explore the hottest industry trends in such areas as games, mobile, social media, broadband and interactive marketing. Plus new this year, the ICE Market offers you the opportunity to buy or sell content featuring pitch sessions, partnering tools and a host of exhibits.

To register, go to our Registration Page.

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