marketing begins at home

marketing begins at home marketing begins at home blog archives about services less more « older home loading newer » « older entries from the mailbox published on 10/19/2007 in stupid agency tricks. 0 comments this one’s going to be good… good afternoon. my agency created two viral videos for client [name deleted to protect the poor unfortunate client] that are being featured on inside edition tonight because of its immense popularity in just two weeks. hold on a minute.. because of inside edition’s immense popularity in just two weeks? sorry, i couldn’t resist. … the first video “[deleted]” is on youtube, ifilm, break.com, etc and has been picked up by msn, aol video and loads of other sites and by bloggers as well. web chatter is raging to the tune of “is this really happening ‘now;” “another happy vista company,” “shoulda used a mac.” . just 2 weeks old, it has created a major sensation - so much so that inside edition is today interviewing the video company that created the video ok, where to start. the sloppy punctuation? nah, too easy. i’m sure you told your clients you got them placements on youtube, ifilm, aol video etc…. but bragging about that to a list of 50+ bloggers and journalists (you put us in the carbon copy field, not the blind copy field) is asking for a smack down. 6,000 views on youtube is not a major sensation. that you would assert that proves to me that you don’t know we can check these things very easily. inside edition? afternoon tv is where your target audience is? what’s next, a hit on judge judy? and most of all… all together now… videos are not viral.. agencies don’t make them viral… conversations and connections are viral get it? in my other life published on 10/17/2007 in news. 2 comments i’m still running for town board. here’s our campaign web site. when i was your age, pluto was still a planet published on 10/17/2007 in clue-less. 19 comments paul dyer commits the sin of equating knowledge of social media with youth. if you were in high school or even college during the cold war, getting involved in social media communities is like learning russian in other words, the kids and their googles and myspace, or you can’t teach an old dog, well you know. full post here. what’s wrong with this? well three things actually… for one thing, i’m not sure how old paul is, but the internet didn’t start with myspace. i’ve been using the web and the internet and bbss and the like since the early 90s, which means his “mr. billingsworth” was in his late 30s when this all started, and i in my late 20s. secondly, yes i’m 43 . i remember the moon landing. i saw the ramones in the 70s. and i was in high school and college during the cold war. that doesn’t mean i’m dead. or incapable of learning russian. third, absent any of those elusive qualities we get with age, you know.. wisdom and experience, all that futzing around with social media is just… futzing. lunch in the alley published on 10/17/2007 in general. 0 comments dsc_0041.jpg, originally uploaded by david parmet. lunch2.0 came to new york yesterday as 100+ techies descended on the offices of the ladders for chinese food and schmoozing. allen stern has a recap with pictures. my pics are here. now you know their names published on 10/17/2007 in marketing begins at home video club. 0 comments they might be giants - the mesopotamiansadd to my profile | more videos don’t be afraid of the future published on 10/15/2007 in profound thoughts. 1 comment brian muses about the agency of the future: that who you are and why you are motivated to do things trumps what you’re doing and how you’re doing it. this strikes me as the reason it will be so difficult for existing outsourced marketing firms to reinvent themselves for edgework: it’s not what they were built to do. it’s not who they are, how they define their utility; it’s not baked into their practice, their models, their compensation strategies; they don’t run with these kind of people or naturally frame marketing questions in the same way. there is a truism about how hard it is for a leopard to change his spots. in his post, he touches on a related topic - the lack of decent case studies and examples of successful social media campaigns tied to real dollars and cents. if the agency heads don’t see the ’success stories’ in the pages of marketing life monthly, they don’t believe they exist. or so the theory goes. the truth is far deeper. yes it is true that social media is not a sales channel but a conversation channel, that’s been said over and over again. but agencies have been doing “branding” and “awareness” campaigns for years. and most current attempts to quantify the success (or failure) of marketing programs fall far short of making any sense.  i’ve told clients without blushing that one, two or three million or more people viewed the segment, or saw the magazine, or some other meaningless factoid designed to make the program look like it actually worked. and then we have the low cost of most social media programs. starting a blog is free. setting up search terms on technorati is also free. a video for youtube or blip.tv costs a fraction of what even the lowest quality video would have cost even a few years ago. standing over your shoulder while  you write those first few blog posts is easy. projects like this make perfect sense for small shops and sole practitioners, but for big agencies they are open wounds bleeding money. there’s a lot more money to be made in building web sites that drive away traffic, commercials that are ignored and public relations programs that have little to no impact but look good in the client’s monthly report. until that changes, i’ve little hope that most agencies will ever be able to do more than offer a “facebook strategy” as an add-on to a traditional program. another zen moment published on 10/15/2007 in general. 2 comments dsc_0007.jpg, originally uploaded by david parmet. you may now return to your normal bloggy activities… don’t let the door hit ya published on 10/14/2007 in required reading. 0 comments where the good lord split ya…. link. link. either the worst example of media relations published on 10/11/2007 in clue-less. 4 comments or the best. i can’t quite decide… link via blurbomat the view from my office published on 10/10/2007 in general. 1 comment photo.jpg, originally uploaded by david parmet. beat that, i dare ya. contact(914) 400-4120 david at parmet dot netsearch commerce latest posts from the mailbox in my other life when i was your age, pluto was still a planet lunch in the alley now you know their names don’t be afraid of the future another zen moment don’t let the door hit ya either the worst example of media relations the view from my office tag cloud agencies lunch2.0 lunch2.0nyc marketing media_relations new york city pr public relations silicon alley social media the ladders the mesopotamians they might be giants video viral wordpress news from burmese blogger "niknayman" powered by wordpress and k2 entries feed and comments feed

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