Joi Ito's conversation with the living web.

Recently in the Marketing Category

Conversation with Seth Godin »

Seth Godin has taught me so much about communications, leadership, publishing and life that I thought that it was important to stream my conversation with Seth. As usual, it was a great conversation. Seth is on the Media Lab Advisory Council. I streamed it to Facebook Live and posted the video to YouTube and audio to SoundCloud and iTunes....

HP Blackbird giveaway at Wikia »

Federated Media is doing a campaign with Wikia for HP to get people to talk about PC's to promote the hot new HP Blackbird. The Blackbird is a high-end, water cooled mod-friendly PC designed for gamers and other high-end users. They are trying to get people to talk about PC needs and the Blackbird on the Blackbird Wikia site. They asked me to do a video so here it is. FWIW, I think it's a cool idea. I wasn't paid to do the video although I'm an investor in Wikia so obviously benefit from this. Oh, and they are...

Advertising funded user generated media »

A subway mirror with an ad. In Web20-ese that's "Advertising driven user generated media"....

CGM Marketing Launch »

Last night was the launch party of CGM Marketing. It is a joint venture between Digital Garage, Asatsu DK, Dentsu and Cyber Communications (CCI). (Press release) I co-founded Digital Garage in 1994. My little web/IT company called Eccosys made a joint venture with and later merged with the Garage group headed by Kaoru Hayashi. The Garage group was involved in advertising, marketing and content. We were their little Internet engine that could. In the early days of Eccosys, I had been talking to Yahoo about doing Yahoo Japan. After Softbank invested, it was clear that I wasn't going to get...

Discontinuous Changes to Media »

By Thomas Crampton Interesting post on the blog of PR man Richard Edelman about the future of media. Extracted highlights: * The largest 50 Web companies are attracting 96% of the ad spending on line. * 9.5 million homes in the US now have TiVo or another digital video recorder. 64% of DVR users skip all ads and an additional 26% skip through most ads. The number of homes with DVRs is expected to triple in the next five years. * Every dollar coming out of print advertising revenue for newspapers is replaced by only 33 cents online. Changes to...

Business Idea: Arbitrage Between eBays »

By Thomas Crampton A 30-minute business idea in globalizing the many eBay sites around the world. While it may not work for my bathroom sink on sale now in Paris, if you found items that were cheaper in one market than another and the shipping costs were low, you could safely bid in one country's ebay to sell in another. This is something that you could automate for certain objects. The idea was suggested by Mahesh Murthy at the SIME conference in Stockholm last week and I cannot see anything against it. The only hinderance is if eBay started offering...

Sociology of Online Shoppers Worldwide »

Posted by Thomas Crampton Got an early exclusive look at a fascinating survey by ACNielsen about online shopping worldwide. The study of 21,000 web users in 38 countries, to be made public later today, found that online shopping habits vary radically by country. The US is way behind Europe in the amount of online shopping (ranking 11 worldwide), perhaps because mall shopping is so much easier than shopping in a European city. This encourages Europeans to shop online. What people purchase online is very different country-by-country. In South Korea one third of online shoppers purchase nutritional/cosmetic goods, while the global...

Narrowcasting Magazines to Hidden Markets (Divorcees and Gay Parents) »

Posted by Thomas Crampton Inevitable with the narrow-casting of magazines that Germany now has a magazine about divorce. Reminds me of the launch of a magazine in the US for gay parents. (Apologies for this being a Times Select link.) These magazines, Rosenkrieg along with And Baby magazine, show how publishers often miss obvious socioeconomic groups due to prejudices or oversight. Both gay parents and divorcing couples are willing to pay large sums of money for information relating to their situation and there are many advertisers keen to hit those demographics. For years, however, no magazines addressed those issues. Be...

Does globalization exist? »

Posted by Thomas Crampton My experiences in changing cities five times and continents three times in the last 18 months have given me an insight into the shallowness of certain aspects of globalization from a consumer perspective. (My experiences are used merely as example I know well, not because I think they are of world significance. ) I first had an American Express card in Hong Kong, then in the US and now in France. When I applied for the new Amex card in the US and in France, I was assured that my membership date would go back to...

Internship at Seth Godin's »

Seth GodinMy Secret Project and the Bounty I need your help. I'm looking for three special people this summer to work on a secret project. No, I can't tell you what it is. Yes, I can tell you about the internships: Seth's Summer Intern Project. Find me someone I successfully hire and you get $1,000 and the perverse satisfaction of knowing that you made a good match. Find me two and you get twice as much!Seth is one of the smartest and most interesting people I know. If I were looking for an internship, I'd jump on this. Seth, if...

Fandom shows that file sharing can create "gained fans" not "lost customers" »

While preparing for my talk in Melbourne, I was IM'ing with my sister who I steal a lot of my material from these days. We were talking about Naruto, which I blogged about earlier in the context of the Naruto Matrix Reloaded AMV. On the site, the author says, "To clarify, it's as much of a Naruto advertisement as it is a Matrix parody" (emphasis added) We were talking about the amazing fan community around Naruto. If you go to the site that lists the BitTorrent files of Naruto, you will see that fans have subtitled the episodes into a...

Creative Commons and BzzAgent »

Several months ago Dave Balter who runs BzzAgent approached Creative Commons about offering their services free of charge. BzzAgent is a word of mouth marketing company and Dave and I have a number of mutual friends who all speak very highly of him. I wasn't familiar with the details of how BzzAgent worked, but getting the help of someone who understood word of mouth sounded good to me at the time. Last week, Creative Commons announced a partnership with BzzAgent on the blog. This caused a rather fierce reaction from a number of bloggers. Many people argued that BzzAgent was...

Censorship through boycotts »

The American Family Association recently pressured P&G to drop ads on pro-gay shows and web sites through boycotts. I'm glad we don't have them "protecting" us in Japan. More info on Adam's blog....

All Marketers Are Liars »

Seth Godin sent me a a copy of his new book, All Marketers Are Liars. It's excellent. As usual, it's very provocative and typical Seth Godin. In a way, it's like Cluetrain Manifesto written by someone who speak Madison Avenuese. He writes about how people buy products because of stories and how these stories fit into their worldview. The products and people behind the stories have to be authentic, but people pay for these stories. These stories sell the products, not facts about the products. Most of these stories are not completely true. It reminds me of my Moleskine notebook...

Contagious Media Showdown 2005 »

Contagious Media ShowdownAnnouncing the world's first Contagious Media Showdown. Do you have what it takes to corral enough traffic to win the cash prizes? Can you make the next Dancing Baby, All Your Base, or Star Wars Kid and ride into the sunset with the bounty? This is your chance to prove you are the best in the West.Organized by the Contagious Media Group at Eyebeam R&D with some sponsorship from Alexa, Creative Commons, Technorati and Datagram. Eyebeam know for their super-cool often-viral art should be sending shivers down Search Engine Optimization (SEO) companies' spines....

Prodigem Marketplace »

Stanford graduate student Gary Lerhaupt has created Prodigem Marketplace. It's basically a Bittorrent non-DRM'ed media marketplace.Prodigem MarketplaceThe Prodigem Marketplace allows Prodigem users to sell their independent media (videos, music, etc) while not concerning themselves with traditional bandwidth costs associated with repeated large data transfers. Content providers (YOU!) simply upload their work, set a price, and Prodigem does the rest. Once customers pay for access to the bit torrent peer-to-peer session for your content, Prodigem grants them access so they can begin their download (no DRM). Prodigem collects this revenue, removes 10% + transaction costs (PayPal) and then sends you a...

Blogads blog reader survey v2 »

Blogads has done another survey of blog readers. This year the sample size is 30,079. via Loic...

Does "the Long Tail" mean we need longer copyrights? »

I'm posting this in full because it's important.Cory @ Boing Boing BlogDoes "the Long Tail" mean we need longer copyrights? Chris Anderson's brilliant Wired article, The Long Tail, talks about how indie, obscure and midlist/backlist material is more valuable, in aggregate, than all the glitzy, mainstream top-forty stuff is. However, when Lawrence Lessig argues for shorter copyright terms, he bases his stuff, in part, on the fact that old stuff is all out of print and can't be brought back into print because of the cost of clearing the copyright to the work. Are Lessig and the Long Tail irreconcilable?...

Is Ogilvy & Mather testing Bullshit Marketing for American Express? »

I've gotten weird email asking me to pimp stuff for them on my blog in the past, but here's someone being asked to pimp American Express by someone saying they are a student studying advertising. He did a traceroute that showed that it might have come from Ogilvy & Mather. Ha! It's like whispering a secret to someone in a stadium wearing a hot microphone. If it is O&M, it sounds like Bullshit Marketing. Be careful!vm-peopleThe term Bullshit Marketing summarizes methods where customers are not treated as empowered, smart and connected individuals, but as a dumb mass of idiots. Via...

Fake ads »

The New York Times says that VW is upset about the fake ad showing a suicide bomber and a Polo. I'm sure everyone has seen a reference to this in their local papers. (In a Japanese newspaper, they had a hand-drawn story-board of the ad.) For your reference, Wizbang has links to the video. And just for old time's sake, here are the snopes.com pages for the Ford SportKa and the Nokia fake ads. (They have links to the videos.) People used a lot of flash and video during the elections to express their views online. With more bandwidth...

Silicon Valley 100 »

Silicon Valley 100 is a project by Auren Hoffman. I was lucky enough to make it on the list. The idea is to make a list of "connectors" and send them new gadgets and products to test. Newsweek just did a story about this. I think it is almost like an opt-in focus group. The obvious criticism would be these companies are trying to buy "buzz". The difference between this and some buzz creation companies is 1) it's not stealth 2) they don't tell you what to say. I checked with Auren and he says that we can write whatever...

O-Zone madness »

There is song called Dragostea Din Tei on the Disco-Zone CD by O-Zone. O-Zone was a little known Euro-dance act from Romania... until someone in Japan syched some flash to it. Then someone else. Here is the original music video. Then someone made a video. Suddenly, this CD is a hit and many of my friends are ordering it from Amazon. I bet they don't know what hit them. This reminds me of the badger badger/potter potter meme and the Yatta meme. There is some peculiar element of certain songs that gets people's creative juices going. I think they have...

Off to the Sony Open Forum »

I'm off to Hawaii to the Sony Open Forum. It's a very small gathering of Sony executives, academics and business people who meet during the Sony Open in Hawaii, a PGA tournament. This is the third year I've been invited to go. I really suck a golf. I think I'm the only participant who isn't going to participate in the pro-am tournament. The first year, I promised I would learn to golf by the next year. Last year I made the same promise. I'm returning again, not a single step closer to being good enough to participate. I've been asked...

Panel Consensus »

I'm sitting in the Italian Parliament (I think.) The panel I was on was dealing with the impact of digital/Internet on content creation and distribution. It started yesterday and continued today. I think it lasted about seven hours or so in total. I found myself in violent disagreement at the beginning because they kept talking about piracy. The interesting thing about this panel (probably more common in other cultures, but new for me) was that we had to come to a written consensus by the end of the session and present it in the Parliament building. It would then be...

The Long Tail »

Fantastic article in Wired by Chris Anderson titled The Long Tail. You MUST read it. Physical distribution limits the number of titles of books, music, DVDs that can be stocked. He explains that online sales show that the market size of stuff below the break even threshold for physical distribution is often larger than the market for the "hits" that make it into stores. He calls this "The Long Tail". We can essentially double the market for most content by figuring out ways to help people find the stuff they are looking for in the long tail and deliver it...

Moleskine mania »

When Jim gave me my first Moleskine notebook, I didn't realize that I would become part of the Moleskine mania. Since then, I see these notebooks everywhere. I have recently been added to the fan blog, moleskinerie. Antoin has some interesting thoughts on the narrative and branding by Mondo e Mondo, the Italian firm making these things....

Sell side advertising »

As someone who was heavily involved in introducing the theory of CPM (Cost Per Thousand Impressions) to Japanese ad agencies, I've been spending a lot of time recently thinking about what comes next after Google AdSense. Ross tried CPI (Cost Per Influence), trying to come up with an index that included the influence of the blogger or site where the ad was placed. This reminded me of the "branding value" or cluster value argument. Also, the idea would be that an influential blog would trigger a word of mouth diffusion. Anyway, inspired by Ross, John Batelle came up with a...

Technological diffusion patterns »

I get this feeling that the diffusion of new services and technologies such as blogs and social network services are not normal. Normal diffusion patterns are sort of bell curves that track mass media attention and other factors including effort on the supply side. With social network systems, there seem to be regional explosions of users. Orkut now has more Brazilians than Americans and I have yet to hear a good explanation of why. There are very uneven proportion of bloggers in different regions. The last I looked, Poland and Iran seem to have an unnaturally high number of blogs....

Loic learns from mistakes... »

Loic blogs about his experience with his customers and the French blogging community. This reminds me of when I got my bumps from the Japanese diary community about two years ago for trying to push blogging in Japan. We now have a very good relationship with the Japanese Net community, but it took a lot of work on the part of my team and the delivery on a lot of promises....

Interesting survey of blog readers by Blogads »

eMarketerAre Blogs Ready for Prime-Time? June 16, 2004 ...A partial profile of blog readers reveals: * 54% of their news consumption is online * 21% are bloggers themselves * 46% describe themselves as opinion makers ...As Henry Copeland, author of the report and CEO of Blogads, summed up: "86% say that blogs are either useful or extremely useful as sources of news or opinion. 80% say they read blogs for news they can't find elsewhere. 78% read because the perspective is better. 66% value the faster news. 61% say that blogs are more honest. Divided on so much else,...

Nigritude Ultramarine »

Nigritude Ultramarine. Here you go Anil....

"Targeted" ads on CNN terror warning story »

The CNN "Transcript: Ashcroft, Mueller news conference" story has travel ads from Overture. "Targeted" advertising at its best. via redheadatwork UPDATE: Hmm... Seems the travel ads are gone now. ;-)...

Seth Godin on Differentiation and Segmentation »

Seth Godin on why it's not about Differentiation and Segmentation....

How to get free iTunes from Pepsi with every bottle »

Boing BoingIf you tilt a sealed, new Pepsi bottle at 25 degrees and squint at the underside of the cap, you can tell whether it's a winning free-iTunes-track bottle or a try-again bottle. Link (via Futurismic)I guess this means the bloggers will be getting the music. ;-)...

It's like Microsoft Office... except it's not... »

Eeewwww... What ARE YOU THINKING Apple Computer? I just ordered it anyway, but this is crazy. Microsoft Office is the last thing in the world I'd want to compare iLife with. via Zeitgeist...

Do girls play dumb just to let guys show off? »

Goffman wrote this in 1959. Is this true today?GoffmanAmerican college girls did, and no doubt do, play down their intelligence, skills, and determinativeness when in the presence of datable boys, thereby manifesting a profound psychic discipline in spite of their international reputation for flightiness. These performers are reported to allow their boy friends to explain things to them tediously that they already know; they conceal proficiency in mathematics from their less able consorts; they lose ping-pong games just before the ending.Mirra KomarovskyOne of the nicest techniques is to spell long words incorrectly once in a while. My boy friend seems to get a great kick out of it and writes back, 'Honey, you certainly don't know how to spell.'According to the marketing talk on bowling alleys that I heard the other day, there is a funny behavior that is quite common. The guys try very hard to impress girls at the bowling alley and they start out OK, usually doing better than the girls at the beginning. These guys start to get tense and begin to perform more poorly towards the end. The girls, on the other hand, start to get the hang of it, remain relaxed (which is important for bowling) and usually win at the end, leaving the guy grumpy. Many bowling alleys have ping-pong tables which allow the guy to try to regain their pride and allow the girls to give it back.A Meta Note: reading a book while thinking about what to blog is a slow, but interesting way to read a book. I hope you don't mind if I continue to share short passages that trigger weird musings...

Lockers lower churn for Japanese love hotels »

I was listening to a marketing presentation the other day and learned an interesting fact. As most of you know, Japanese homes are very small so even married couples often go to "love hotels" to make love. Churn was high and customer retention was traditionally very low because most couples like to experiment with all of the interesting features in the variety of hotels. Recently some love hotels started providing rental lockers, which at first sounds a bit counter-intuitive. Married couples found it convenient to store adult toys and other things that they didn't want their children to find in these lockers. These lockers created a relationship between the customer and the hotel and dramatically increased customer retention. Now these lockers are used to store all sorts of "Not Safe For Home" things.Apparently, lockers in almost any industry are a great way to lower churn.
Whiplash by Joi Ito and Jeff Howe
Freesouls by Joi Ito

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