Tag: digital

My Google Plus Problem

Posted on by Steve Sammartino

Like most people I recently joined Google plus. I went in and set up my account. I was reasonably impressed and it looked quite cool. It had a couple of nice ideas, including the circles of friends concept of segmenting conversations. After I set up the account, it has been on my list of things to do. That is, to go into it, have a play around, get used to the system and better understand it.

A few weeks later I still haven’t done it.

The interesting thing is that during this time I have still engaged with the social networks I already use. Including this blog and my twitter account. Turns out I still have time for social networks, just not that one. The only reason I will use Google plus is because I need to know about it, not because I need it. The fact that I need to invest time to ‘learn how to navigate and use it’,  is also sub optimal.

If everyone ends up loving Google plus, I’m sure I’ll get on board. But my Google Plus problem is that currently I don’t have a social networking problem.

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Component Retail

Posted on by Steve Sammartino

Brands will start shipping product components and raw materials to stores for to be assembled on site… as part of the retail experience.

The customers will become the theatre at transaction.

The desire to create and customize will conspire to create highly interactive and profitable retail concoction. What we’ve already seen in digital…’A mash up of co-creation and mass customization’… we will inevitably see in retail…. The retailers that survive anyway.

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What's your media philosophy?

Posted on by Steve Sammartino

It’s easy to believe that owned and earned media (aka social media) is superior to the older paid media. We’ve been trained over the past 15 years of the GUI web to think this way. Anyone who regularly reads this blog knows my thoughts on traditional media, in that it is dying, or at the very least changing.

So what is the right media? The media that achieves the objective, within the budget constraints, and lastly fits the risk profile of the media investor.

Sure, it may be cheaper to vlog, blog and tweet ourselves to functional levels of brand awareness – especially in startup land. But it may be a smarter option to invest 1 million dollars advertising on TV if it results in 3 million dollars in revenue. I say this because I think entrepreneurs are being blinded by the zero cost nature of digital media. What we are better off embracing is an objective driven, performance based approach. This is especially true now that the lines between old and new media are blurring.

The best advice I can give is this:  ‘don’t discriminate’ – don’t even think of digital as a channel. Instead think of making connections with audiences. Sometimes this may involve traditional media, sometimes exclusively digital, and sometimes only one or the other. Instead, think in terms of ‘Human Movement’. That is, what they do, where they are and how the communicate with them. Essentially we need to integrate our thinking into how ‘they’ (the people we want to have a conversation with) move. The important caveat is that we need need to be nimble enough to develop an understanding of new media channels as they emerge.

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Johnny Walker brand story

Posted on by Steve Sammartino

The high ground for any brand is the story. It’s what we should be aiming for. A brand where part of what people buy is the is the history, or to be part of a tribe. Johnny Walker has put together a great new campaign where they tell their story. It’s a 6 minute time investment worth taking.

[youtube=http://www.youtube.com/watch?v=MnSIp76CvUI]

Some things worth thinking about with the Johnny walker story:

  • It’s a long copy format. 6 minutes plus. Something which can’t be done on TV.
  • It circumvents the negative connotations with success and globalisation. The personal effort and history makes financial success more palatable.
  • It gives detail about the product, range and brand that just wouldn’t be possible in shorter media formats
  • It’s sharable. Easy to send to friends, worth talking about.
  • It’s eyeball worthy. Well shot and executed.
  • It’s the idea. Ideas are king again, not media. Any brand with a story, and a small level of film / web expertise could have done it.
  • This is clearly Radvertising

What does this mean for startups? It means that a large part of what we talk about should not only be how we got here, but why we are taking this journey. A story they can live vicariously through.

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When technology makes you obsolete

Posted on by Steve Sammartino

I once heard an interview with drummer Rob Hirst from the rock band Midnight Oil. It was in reference to one of their most critically acclaimed and best selling song, Power and the passion. Rob was asked about the infamous drum solo in the middle of the song, which not only doesn’t sound indulgent, but fits the rhythm and meaning of the song. What I find most interesting from an entrepreneurial perspective is how it all came about, this is what Rob had to say:

“It was 1982 and drum machines were entering the music scene and replacing drummers very quickly. They were cheaper and more reliable. It was a time when drummers were throwing themselves off cliff tops. Rather than fear the technological advancement, I thought it might be better to embrace it.  I wondered how I could use it to supplement what I was already doing to make it better. So for the Power and the Passion, I decided to have a drum machine playing in the background on the entire track. By doing this it freed up my arms and legs to add some color to the song, and ultimately allowed for the drum solo which is often sited as the catalyst that makes the song so great.”

The story above is one for all the Luddites out there. for the technology fear mongers, and those who worry about being replaced. The truth is, we should be happy when technology replaces labour for the simple reason that it opens the door to creativity. It opens the door to opportunity, for a better use of our time and resources.

You can watch / listen the drum solo at 2.35 minutes on the clip below. Be sure to listen for the drum machine track quietly providing the beat underneath.

[youtube=http://www.youtube.com/watch?v=gKB60_vTIO0]

PS – the smashing sound at the end of the solo is a florescent light tube Rob brought into the studio for  a dramatic industrial effect, not a pane of glass. Awesome.

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International team & Time zone issue

Posted on by Steve Sammartino

I’ve always been an evangelist for international outsourcing. Especially as it pertains to digital work. I was asked recently if it has added complexity because of time zone differences. I had never consider the issue before, so I stopped to think about it for a while.

And this is my answer:

Having staff work on the other side of the world is usually an advantage. It feels like we have double the amount of business hours in a day. For example, when it is 5pm and something important comes up, I don’t have to wait for the next day for it to get started on. I can brief it out, and have it on my desktop by the next morning. For small startups getting things done quickly is what matters, and this process is a bit like inventing time.

Startup blog says: having a team in different time zones is rad.