My weekly update of what’s going on in new media marketing, pulled from social bookmarking site Creativing.com:
Trent Reznor, of whom I’m a big fan, has long been railing against the music industry’s control over artist and general heavy-handedness. And I’m pretty much in agreement on that. However, when he rolls out his personal life on Twitter, and it’s a 180 from the brand he’s been selling for the past 20 years, and then complains about fans not aligning with his new online personality, it highlights both the power and the shift these media technologies are creating. For years, the music industry, and the star system at large, has created a buffer designed to keep artists sheilded from this type of off-brand exposure. More than anything, his latest rant seems like a reminder to be careful what you ask for. It might come true.
A new use of Twitter’s open API. Now brands can have tweets go straight into their ads. See above reference on being careful what you ask for.
I’m glad someone called this out. There’s working it, and then there’s self-indulgence.
Not had enough Twitter news yet? Pepsi UK is printing tweets onto cans of their Raw soft drink. Raw product, raw news I guess.
With all the buzz around Project Natal, Kim’s pointing us in a different direction. The power of Facebook Connect and Twitter’s open login is creating instand communities around pre-built networks for friends. With Xbox Live, Microsoft has proven that core gaming is social. But the casual gamers aren’t there. Yet. Look to these login solutions to help make that leap.
A man posts political, disparaging comments and content on the White House Flickr account page, and Yahoo deletes his paid-for Pro account, without any warning, deleting 1000s of irreplaceable pics. Point 1) Remember that when you use the cloud, you don’t have as much control over the data. Point 2) Brands, like Yahoo in this case, need to be a little more sensitive to people’s information before they just go pulling the plug.
CMO’s are relying more and more on data to drive their decision-making. One, it’s a bad economy, and bad economies usually create a more cautious approach to decision-making. Two, there’s a lot more highly-valuable data available now, and smart people are going to take advantage of it.
See previous link and realize that they’re the one’s approving or killing your campaign. As I’ve posted before, data can be a creative’s friend.
On the subject of data, here’s an interesting tool for monitoring what keywords are used with what frequency on national TV. One obvious use is researching the rise and fall of trends.
The creative showcase piece of the week. If you’ve wondered what the power of Facebook Connect type login’s can have on creativity, watch this. Logged in, of course.
Just a fun, creative use of interactive video.