By Jonathan Trenn

I’m going to go against the orthodoxy of my fellow social media practitioners. I’m going to commit heresy. I’m going upset the apple cart of the proverbial echo chamber.

The new 2008 version of Where the Hell is Matt YouTube video isn’t going to live up to it’s intended purpose. It will be something that many of us will talk about, blog about, pontificate about. Then it will go away.

Here’s the video if you haven’t watched it:

The reason this campaign will not live up to hype is because it is a direct example as to how social media fails to act as a promotional vehicle. Viral, yes. Promotional, not so much. Sure, some aspects of it may make us feel good…but so what? The object of marketing is to enhance a brand, sustain longterm sales growth, and create profit. I doubt this will really do a great deal for much of the above.Sure, it may result in sales increases for the sponsoring company, Stride Gum. But that’s only if sales right now are very low. They’ll get some good press. But unless they piggyback on it in a couple of months, it will be a social media version of a one hint wonder.We’ll all love the concept. We’ll be inspired by it. The sense of this one guy dancing away throughout the world with citizens of all these countries. We’ll be amazed.

But that’s it.

Read more…

9 Comments » Posted on July 14th, 2008

By Jonathan Trenn

The current legal battle between Viacom and Google/YouTube is going to have significant ramifications beyond today’s headlines.  It’s getting surprisingly little play amongst much of the social media digerati, but it’s something we all need to be aware of.

The lawsuit and the proceedings around it are truly a sign of the times.  It’s a direct outgrowth of what we’ve been emerging via the internet over the past several years.  Sites such as YouTube have essentially become free communicative vehicles to not only view, but  share and alter video productions of all types.  The concept of “share” is important because most of us use it.  But in reality, it is a nice way of saying “distribute”.  And from distribute comes distribution - a fundamental with tremendous legal ramifications.

Alter is a tough one too.  The “mash-ups” that many in social media and digital marketing talk of enthusiastically can be as problematic.  As, I guess, it should be.  At least in some cases.  An artist creates an original piece of work.  Then distributes it, usually netting some sort of financial gain.  Others take it, and now because of new tools can alter it and redistribute it.  Many times this new process leads to lost potential revenue for the original artist. Read more…

2 Comments » Posted on July 11th, 2008

By Jonathan Trenn

Throughout this past week, I’ve been thinking much about how America was founded. There’s plenty of articles written lately on patriotism, on liberty. From Time Magazine’s cover piece to essays on Washington, Franklin, Hamilton, Adams, Jefferson, and Madison.

If you read the great documents such as the U.S. Constitution, the Declaration of Independence, and the Federalist Papers, you get a sense that these men were perhaps America’s real “Greatest Generation”. They not only understood the beauty of the philosophies of Locke and Voltaire and Rousseau, but were able to translate them into action, establishing a new nation based upon freedom and liberty.

They were also amongst the most elite of their time. The wealthiest, the most educated, the most “connected”.

A study put out this week by George Washington University’s Henry Farrell, John Sides, and Eric Lawrence bring out to the surface an issue that I think is problematic for American politics and culture: the polarization of the political blogosphere. This had become more evident over the past few years as the country’s political dialogue has grown ever more coarse.

The study finds that those that participate in the political blogosphere are more likely to be further to the right or further to the left, more rigid in their beliefs, less likely to engage in discussions across political ideologies and (as I have personally discovered in my own involvement on blogs) less tolerant opposing views.

I find this troublesome because their study also shows that those whose views are more tolerant, less rigid, and less idealogical are less likely to be politically involved as those who take an active participation in the blogosphere. That’s not good. Here’s why…

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1 Comment » Posted on July 9th, 2008

By Jonathan Trenn

I just witnessed the most disgusting ad presentation I’ve ever seen on the internet.  The ad itself wasn’t intentionally meant to offend, but it’s format did something that was inexcusable.

Being a native New Englander, I often  got to  Boston.com to check out sports stories.  That’s what I just did a few minutes ago.  Right there, in front of me, was a story “Northboro Native Killed in Washington DC Accident”.  A photo of her shows a pretty, young fresh faced young woman, with a beaming smile.  Now that I live in the DC area, I was especially intrigued by this.  I was once 22 and lived in DC.  Young.  Idealistic.

So I went to click through to read the story.  In the corner of my eye, I began to notice  a ‘growing’ ad coming across the page.  One of those ads that form images across a web page.  In this case they were images of the walking footprints of what looked to be that of a hiker.  The footprints continued across the woman’s face and would not let me click through to read the story.  That’s because just as I pressed down on my mouse, the ad crossed over the exact spot where it was pointing to.  Suddenly, I was transported to another site, the landing page of the ad.  Tourism in New Brunswick.

When I finally got back to the site I wanted to be at and clicked through the story I wanted, I began reading:

A Northborough woman and Amherst College graduate beginning her career in Washington, D.C., was killed in the nation’s capital yesterday morning when she was run over by a garbage truck while riding her bicycle to work.

…beginning her career…killed in the nation’s capital…run over by a garbage truck”…riding her bicycle to work”…

Her young life snuffed out just like that.  Full of promise, full of life, now gone.

But we want to show you this ad first - the ad is more important.

This is definitely not the way to do things, folks.  These ad formats, while enticing, should not be used by news outlets.  At least on their front pages.  News outlets cover news and news is more often bad, or in some cases, tragic.  It isn’t worth the ad dollars.

Advertisers shouldn’t necessarily shy away from using these formats, but they should be very judicious in where they buy them.  They should look for sites that viewers come to be entertained.  I don’t care how effective they are.  Use another formats on front pages of news sites.

No Comments » Posted on July 9th, 2008

By Jonathan Trenn

A slowing economy usually means that companies cut back on their advertising dollars.  The wisdom of this is debatable, but the inevitability of it is almost assured.

But times are changing somewhat.  In a survey conducted by Advertising Perceptions, we find that the long term traditional advertising outlets are the ones that ad execs - be they in house decision makers or agency professionals - see as being the ones that are likely to experience a decrease in ad spending over the next six months.  Meanwhile, online and mobile are not likely to take any substantial hits.

This is pleasant news for those of us in the online arena.

The survey asked 1811 marketers - 40% from the marketing side, 60% from the agency side - if the share of spend per advertising would increase, stay the same, or decrease.  National newspapaers and local newspapers took the biggest hit by far, with 44% and 40% of responders saying that they expected a decrease in spend, respectively.  Only 10% and 14% expected an increase for those categories.

This somewhat surprises me.  I would have thought the upcoming elections would mean more news media usage, regardless of the medium.  And while, yes, most of the growth in usage would be online, local coverage, in print, will still matter.

Guess not.  Newspapers are worse off than I thought.

The same can be said for broadcast 30% expecting a drop-off while only 14% expecting an increase; and radio, which is doing even worse.  Thirty three per cent expect less spend with seventeen per cent expecting an increase.

The real story here are the increases in online.  Seventy-two percent of those interviewed said they felt that online would see an increase in the next six months.  Only 4% saw a decrease.  That an 18 to 1 ratio.

In many industry verticals, online is not yet the automatic buy.  But it’s becoming the best buy.  The following numbers prove it.

No Comments » Posted on July 8th, 2008

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