VPRO "Quants", the alchemists of wallstreet - Onesize Motion Direction Design

VPRO "Quants", the alchemists of wallstreet - Onesize Motion Direction Design

Stephen Fry on language....

interactive design thoughts....

First impression marketing brand and participants 2010 update

View more presentations from Helge Tennø.

Little bit of interactive design, little bit of social - don't agree with it all - Krug is a genius - but interesting perspective....

an overview of data web marketing...

sent this as as an email - then realised it might be useful to share.... 

Publishing data…

Heavily related to the idea of the semantic web (linked data / the web of data / web 3.0) – something Tim Berners lee has been banging on about for 10 years now – but which is starting to become a reality, good overview here http://www.youtube.com/watch?v=HeUrEh-nqtU

And then him at TED last year on the state of it http://www.ted.com/talks/tim_berners_lee_the_year_open_data_went_worldwide.html

In a nutshell (just as we were doing in music 5 years ago, just like Billy beane was doing in baseball (brad pitt is now playing him in the movie), and just like the doctors were doing @ Chicago hope analysing heart attack victims in “blink”) – you can make better decisions, once you start putting data sets together

So everyone publishes their data – and then everyone gets the chance to generate vastly more powerful insights…that’s the overarching theory

from a marketing / brand perspective…

once people start using your data – in applications, in data modelling etc – your brand is disseminated with it – good overview http://www.slideshare.net/samramji/darwins-finches-20th-century-business-and-apis

and more practical approach here http://www.slideshare.net/sjbrinker/web-30-data-marketing and here http://www.slideshare.net/sjbrinker/marketing-with-linked-data-mit and here http://www.slideshare.net/jmusser/pw-glue-conmay2010

kiva, tesco, guardian, mastercard, new york times, BBC – all getting into it in a big way….

The real early adopter win here – being the brand, in your sector, which defines the ontology, which everyone else uses – so river island, should be defining an ontology of fashion, we as an interactive agency – should be defining our ontology, B&Q should be defining an ontology of hardware / DIY / retail – more here http://www.slideshare.net/Sheldrake/pr-and-web-30

some more links here

for background http://www.delicious.com/savioursofpop/data+web+marketing

and here http://www.delicious.com/savioursofpop/api

Publishing in RDFa format…

Once you are publishing data (or preferably before) – you then mark up your data semantically (a layer of data describing the data). Most common language of this layer is RDF (and RDFa). It’s the basis of the guardian’s business model, google snippets is based on RDFa data – and most interesting recently –the 3^r strand to facebook’s open graph announcement earlier this year – the fact that facebook now understands (and prioritises) content if it is in RDFa format (they have their own slightly different format – but the principle is there)

The Communications Rainbow

What is it?

The Victorians were obsession with classification. Our modern industrial world was built on a simple, pragmatic thought - that to classify, was to understand. Darwin, Edison, Livingstone - all took journeys armed with this simple belief.

The "Communications Rainbow" is homage to that era. A simple, visual, classification of marketing.

What does it do?

The rainbow tries to put tactics (2nd ring in) into perspective - I've often frustrated by the small amount of time, money and effort allocated to digital thinking. To online planning. To making sure, money spent, is spent wisely. By demonstrating the layers of thinking on which the outer, tactical rings should be based, I wanted a tool to illustrate to clients, just how important having a business, marketing and brand strategy was - before they started to think about "marketing" as an ongoing task within an organisation.

In visually describing the huge variety and choice we have when trying to engage users, the rainbow also aims to be a tool to expand client horizons at the tactical stage. Listening and engagement, data web marketing, sCRM, content strategy - these areas of new marketing are all too often still nice to haves - in an always on world - they need to be placed at the heart of a marketing mix. Conversely, the ring of "products" acts as a mind map of the kinds of products and services, marketing agencies might think of offering in the new world.

To my mind, many digital agencies need to move out of their "lick and stick", "design it, built it" mentality - and understand that they need to offer (and clients are crying out for) a more consultancy style approach. One which offers a broader suite of training and consultancy products -as well as the "practical web" stuff.

Away from tactics, I wanted a tool to help place digital marketing in a wider marketing and business context. Marketing is the interface between the business and the user. Done right, it must have the opportunity to inform product design, IT, PR and HR. This can't be just a nice to have - it is essential in a conversational, always on world - where users expect their feedback and interaction to mean something.

Next steps....


The Communication Rainbow is a starter for 10. A personal take on the world, full of my own prejudices and blind spots. I would love others to contribute to it. I hope to have an interactive version of it soon, which will allow other planners, and marketeers, to add to it. There is much that needs to be improved. It nevertheless represents a start, something to which I hope, others will want to contribute.

On that note - I need to thank Joe Crump, at Razorfish, who has kindly allowed me to use a part of his excellent Digital Darwinism slides here in the filters section.

 

Digital planning...

Fallon Brainfood x VCU Brandcenter: The Engagement Opportunity

View more presentations from Aki Spicer.

As some work I've set myself before taking on a new role, I've been sifting my blog posts and tags - this was particularly interesting - ostensibly its about digital planning - but it speaks to the new agency model as well

Measure everything that makes life worthwhile...