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Posts from July 2010

July 30, 2010

“The cheapness of man is every day's tragedy”

That title is from a quote from Emerson ...

I was checking Tweets and saw Dave Fleet (@davefleet) quipped that Apple had shipped 3 iPhones to Canada... thanks Steve! Very funny, made me think ...

Over the years in dealing with numerous companies, one of the better quips I heard from a client was that their American parent company viewed Canada like a bad version of Ohio, but cheap!

On top of that, the other day in the car, the radio reported on a new research study that stated Canadians view price as the #1 factor over customer service when buying a product, and CS lagged well-behind in second place. Duh! Who didn’t know that? What, are ya new?

Continue reading "“The cheapness of man is every day's tragedy”" »

July 29, 2010

Develop The Creative Craft Part V

Develop The Creative Craft Part IV

Wallis' model of the Creative process

Preparation
Incubation
Illumination
Verification

Researcher Graham Wallis, many years ago, set down a description of what happens as people approach problems with the objective of coming up with creative solutions. He described his four-stage process as follows:

Continue reading "Develop The Creative Craft Part V" »

July 26, 2010

Is Facebook Search a Google Killer?

Here is an interesting guest post from David Benoliel

Facebook_kills_google_with_search More and more websites are starting to implement the “like” functionality that Facebook released earlier this year, but what does this really mean to you as an organization? We don’t need to worry about Google going out of business any time soon, but what does this mean to the business of Search Engines? And more importantly the investments that companies make in marketing through them.

In April of this year Facebook launched the Open Graph protocol which allows a standard web site to place a “like” or “recommend” button below a content posting.

Continue reading "Is Facebook Search a Google Killer?" »

July 21, 2010

How To Spice Up Your Marketing

Over the last few weeks I’ve received a lot of feedback on our companies move to an Adaptive Marketing approach. One of the recurring questions has been around how it works. As one of our LinkedIn forum members said, “If no one is currently doing this, how can an agency possibly integrate the process and make it work?” Great question and one that’s been on our minds a lot lately, too.

As luck would have it, a campaign recently exploded online that I believe illustrates the adaptive approach to marketing. I’m talking about the Old Spice Guy work done by Wieden & Kennedy. It began as a great Super Bowl TV spot but what happened afterward - and they way they worked with their client - is what I find most compelling.

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July 19, 2010

Poof! You’re Gone.

Welcome to The Google Age.

We have seen clients just jump into social media marketing without a well thought out strategy. Most would never have thought to run a newspaper ad campaign without a clear objective, but for some reason they see social media in a different light. But if ever a sound strategy was needed, it is now.

During the ‘mass marketing’ period when we spent a lot of money (advertising & promotion), hunted for customers (cold calling) and hoped they remembered us when it came time to purchase, we could “broad stroke” our mass media strategy and still affect enough people to cause the desired result. Many pundits have said for years “ half my ad dollars are wasted – I just don’t know which half.” We know for sure now: it was a lot more than half!

Continue reading "Poof! You’re Gone." »

July 17, 2010

When word of mouth needs a bit of context

Referral The idea of great WOM has always appealed to me. Even way before the Net. I love a great referral! And it is a very human thing to do. I guess that is why this social media thing appeals to me so much.

Someone tells you about a great band, a fabulous restaurant, a tip on a great deal somewhere and so on and so forth. In person you can vet this WOM offering and clearly see whether it is going to be something you are interested in, or not.

Continue reading "When word of mouth needs a bit of context" »

July 15, 2010

The Real Life Social Network v2

Paul Adams gave this talk at the 'Voices That Matter' web design conference in San Francisco in September. I and gave an almost identical talk at the IA Summit in Phoenix in April this year.

Very interesting reading - Paul has granted permission to repost here.

The book is available for pre-sale if you're interested.

July 12, 2010

Develop the Creative Craft Part IV

The main thing that hinders creative thinking is our belief that we are simply not creative.

Look at it this way. If you tell yourself: "I am a creative person", then you have to have beliefs about yourself that support that identity. If you tell yourself, "I am just an ordinary human being", then you will have a different set of beliefs. Once you have a particular identity and set of beliefs about yourself, you will become interested in seeking out the skills needed to express your identity and beliefs. If you believe that you are "uncreative", then there is no need to learn how to become creative.

Continue reading "Develop the Creative Craft Part IV" »

July 09, 2010

Google, RIM, Random House and CBC execs to head up inaugural Cross Media Toronto event

CROSS MEDIA TORONTO (crossmediato.com) announces a stellar line-up of industry executives and technology experts to speak at its event this July 21st, 2010. In partnership with NATPE, the MaRS Discovery District, and the CFC Media Lab, headline speakers include ...

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July 08, 2010

"Here and Now" Culture: Location-Based Marketing

The proliferation of GPS-enabled smartphones and the advent of location-based mobile browsing has spawned a new breed of consumer that expects marketing to happen seamlessly, “in the moment” -- whenever and wherever they are at. It’s a new HERE AND NOW consumer culture that blends the online and offline worlds, fueled by the demand for instant gratification, the desire for more meaningful brand interactions and shared experiences, and the expectation that technology should enable these.

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July 07, 2010

The last thing you need is a great idea!

Lightbulb( I had a huge discussion on this yesterday - am posting this at the start of the blog for my associate to reference ... and for you too!)

I love the www.trendwatching.com site and their briefings. This current one is about innovation and great ideas. As per usual, it got me thinking. A million years ago (Or so it seems - early 80s) I came up with a great idea. It was for a national golf contest. I researched my stuff, went to Florida and met with the National Golf Foundation and started putting together the nuts and bolts of a national contest. For the record, I stole the idea from Lee Iacocca with his famous Punt Pass & Kick promotion.

Of course I was looking for national sponsors and Chrysler was #1 on my radar. They were a big sponsor of golf at the time in the US.

Continue reading "The last thing you need is a great idea!" »

July 06, 2010

June Moleskine Wrap-Up!!!

June!  World Cup, Riots in the streets of Toronto, Wimbleton, The US Open, BP Oil Spill and of course the One Degree Moleskine Wrap-Up!

June wrap-up done Moleskine-style (it is clickable) a la Erica Glasier.

To give it the prominence it so rightly deserves. CLICK HERE to see the full sized image in all its glory.

And Erica Glasier Moleskine-Artiste par excellence has come through in Summer 2010 style!

one degree june

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What is a Case Study?

A case study is a communication tool that outlines how an organization solved a particular business challenge. Typically, case studies include: the problem, analysis of alternatives, recommended solution, implementation, and measurable results.

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