von Roland Hachmann | Jan 14, 2007 | Blog, Digital Culture
Martin points us to this PDF by Edelman, which is a report on the state of the blogosphere in 10 countries worldwide. It’s an interesting 40-page whitepaper, but of course I started with the German blogosphere. However, Germany is disappointing:
In comparison to several of its counterparts, the
German blogosphere is still in its infancy. The
Edelman Omnibus Blog Study found that 85% of
Germans never read blogs, which was the second
highest percentage, after Belgium, among the
10 markets examined. Unlike France and the
United States, few of the blog conversations
that originate in the German blogosphere seem
to find their way into offline conversations or into
mainstream media coverage.
Again and again I wonder why this is the case. But sofar, I haven’t found any satisfactory answers. Media influential Geert Lovink says that it is due to the german editors of the mainstream press – not because of a lack of something in our net-culture. But I don’t see how this could be a strong enough influence on the german blogosphere.
von Roland Hachmann | Dez 21, 2006 | Ad News, Blog, Digital Culture, Digital Marketing, Digital News, Marketing, Marketing Trends, Online Advertising
Some Links & News I haven’t had time to blog about in the last couple of days:
- Tim O’Reilly was interviewed by German Spiegel Online (one of my main news sources). One of the questions: would Mr. O’Reilly show the current wewb 2.0 content (and here: mainly youtube videos) to aliens, in order to show how far we’ve gotten with our civilisation… He would show Google though he said.
- Adverblog writes about Coke „invading“ YouTube with a brandchannel, where you can upload you own season greetings and send them to friends. Good idea in general… But why would you want to do that through a coke brand channel and not a standard YouTube account? They aren’t the only ones, either. Levi’s allegedly also opened a brand channel.
- Some more CGM: In Spain Pepsi asks users to design a can – the best design will actually be produced as a can and distributed across Spain.
- The new Second Life Newspaper „Avastar“ of German tabloid „Bild“ is selling for 150 Linden Dollars. This shows in some respect, that market prices in Second Life haven’t quite equilibrated yet. Just recently I bought a T-Shirt for a third of that price. The language will be english, apparently, which makes sense considering that the majority within Second Life won’t know German.
- The new book title of Joseph Jaffe will be „Join the Conversation“. This makes absolut sense considering the contents of this podcasts and blogposts, this is the (his) current topic.
- PayPerPost makes disclosure mandatory. Good. Now bloggers have to disclose if they are publishing a blogpost with brand or productreviews. This improves transparency and even though they might loose some advertisers and bloggers it should help them in the long run.
von Roland Hachmann | Dez 11, 2006 | Ad News, Blog, Digital Culture, Digital News, Marketing Trends
It’s that time of the year again. Time to guess what will happen during the next year. My horoskope said it will be a brilliant year. But that’s just as precise and trustworthy as some of the predictions I posted about last year. Some of it became real, some didn’t. Well, PSFK is asking for 2007 Trends „You Tell Us What Will Be Big!“
People can upload videos to Youtube and find it through a PSFK tag that the video should be tagged with. Easy market research and publicity for PSFK, well done. I will looking into this quite frequently, I guess…
von Roland Hachmann | Nov 25, 2006 | Ad News, Blog, Digital Marketing, Digital News, Mobile Marketing, Online Advertising
Robert Passikoff writes about seven brand and marketing trends for 2007
He starts of with a nice quote:
Nobel Prize winner Niels Bohr once noted that “prediction is very difficult, especially about the future,�
And then continues pitching his company USP:
but then he didn’t have access to predictive loyalty metrics. Happily, we at Brand Keys do.
The 7 trends are (*drumroll here*):
- An ongoing emphasis on “engagement.�
- More reliance on consumer-generated content.
- More, more branded entertainment.
- Media planning will become more “touch point� focused.
- Using technology and engagement to better communicate with consumer expectations.
- Expanding the potential of Websites, blogs, and the digital world.
- Innovation and loyalty will matter more.
Sounds good. But there is nothing really new in this. The only difference being, that these trends will probably now reach a certain visibility among marketers so that we’ll see a lot more campaigns, tactics, etc. around these 7 points. I am certainly looking forward to that.
von Roland Hachmann | Nov 14, 2006 | Blog, Digital Culture, Digital Marketing, Digital News
Logic+Emotion points me to the WOMMA Releases Blog Ethics Guidelines:
This document is a public draft of guidelines for marketers to follow when doing outreach within the blogosphere. It is neither a „how to blog“ nor a „what to blog“ document. Rather, its intent is to give clarity and guidance to marketers who are working and corresponding with bloggers, and to ensure that their efforts adhere to the standards set by the WOMMA Ethics Code.
1. I will always be truthful and will never knowingly relay false information. I will never ask someone else to deceive bloggers for me.
2. I will fully disclose who I am and who I work for (my identity and affiliations) from the very first encounter when communicating with bloggers or commenting on blogs.
3. I will never take action contrary to the boundaries set by bloggers. I will respect all community guidelines regarding posting messages and comments.
4. I will never ask bloggers to lie for me.
5. I will use extreme care when communicating with minors or blogs intended to be read by minors.
6. I will not manipulate advertising or affiliate programs to impact blogger income.
7. I will not use automated systems for posting comments or distributing information.
8. I understand that compensating bloggers may give the appearance of a conflict of interest, and I will therefore fully disclose any and all compensation or incentives.
9. I understand that if I send bloggers products for review, they are not obligated to comment on them. Bloggers can return products at their own discretion.
10. If bloggers write about products I send them, I will proactively ask them to disclose the products’ source.
Good to have this summary, even though this really should be common sense, since it means: act honestly and transparently. A basic prerequisite when dealing with people. (In theory.)
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