Releasing SME 14.0, Beta: Copywrite, Ink.

For the last several months, Copywrite, Ink. has been working with a former Cognitive Autoheuristic Distributed-Intelligence Entity (CADIE) developer on a side project to take social media to the next level. We call it SME 14.0.That's right. Rather than plod along from Social Media Expert 1.0 to 2.0 then to 3.0, we've leapfrogged right over all those cool and catchy numerals to Social Media Expert 14.0. And, for today...

Shifting Ad Dollars: Reckitt-Benckiser Migration

"We've seen a fundamental shift in consumer consumption and media habits migrating over to digital video. Obviously YouTube started it, but we want to be aligned with professional content. With broadband getting to the scale that it has, the shift has happened. The integration of traditional and digital media is here now." — Marc Fonzetti, media manager and internet specialist for Reckitt-BenckiserAccording to AdvertisingAge,...

Measuring Communication, Cost Part 1

While most communication measurement models ask professionals to consider the cost per impression as it pertains to the cost of the media purchase, the better measure is "cost per outcome" or "cost to achieve intent" (assuming the intent is achieved). While impressions are important, there still needs to be accountability in determining what those impressions achieve. In the ROC abstract, there are three cost considerations:...

Considering Impressions: Do They Count?

Anyone who has read more than a single post on this blog knows I'm outcome measurement oriented. So it was no surprise to come back from a presentation today to see a few inquisitive e-mails regarding my advertising impression post on Wednesday. "Did you change your mind about measurement?" No, but I do understand human behavior and human behavior suggests that impressions — frequency — do count across the...

Revealing Inconsistencies: Timothy Geithner

U.S. Treasury Secretary Timothy Geithner demonstrated why message consistency is important. Speaking at the Council on Foreign Relations, he said the U.S. is "open" to a call for a new global currency to replace the U.S. dollar."We’re actually quite open to that suggestion — you should see it as rather evolutionary rather building on the current architecture rather than moving us to global monetary union," Geithner...

Failing Grade: Eric Clemons On Advertising

Eric Clemons, professor of operations and information management at The Wharton School of the University of Pennsylvania, drew some fire with his argument that the Internet shatters all forms of advertising. Enough so that he updated his post in an attempt to quell the criticism (or perhaps fan the flames) on TechCrunch, telling people how to properly frame their rebuts, ridiculing them for how they chose to comment,...

Ghosting Content: Guy Kawasaki

Dave Fleet, a communications professional with a passion for social media, has been writing about the ethics of ghost writing online content for some time. So it was no surprise to see another excellent write up about Guy Kawasaki, creator of Alltop and Truemors, who has three other people writing for his Twitter account. The post includes a direct response from Kawasaki.Fleet: Do you feel it is misleading to have other...

Measuring Communication, Defining Outcomes

Since January, we've outlined several considerations to determine Intent and the execution of intent. But that is only part of the equation. The balance of the definition includes that the return on investment is related to the intent of the communication, the outcome it produces, and the cost to achieve those outcomes.In social media and public relations (to some degree), there is a propensity to diminish the value...

Banking On Troubles: Waggener Edstrom Worldwide

According to a consumer poll conducted by Waggener Edstrom Worldwide and RT Strategies, a mere 8 percent of consumers have full confidence in banks and financial services companies. The firm compares the low water mark to a 31 percent confidence level reported in 2006 by the University of Chicago National Opinion Research Center. Highlights From Waggener Edstrom Worldwide Nationwide Consumer Poll• 44 percent of...

Understanding B2B Blogs: Case Abstract

While there is always plenty of buzz surrounding social media, an integrated approach to marketing and communication still works best to drive companies forward. And as long as companies understand that social media is a flexible tactical tool rather than replacement strategy, they will see results. Despite substantial limitations, we recently completed a startup blog for a niche green-solution engineering company in...

Ruffling Feathers: Jeremiah Owyang

Jeremiah Owyang, analyst for Forrester Research, left dozens of people scratching their heads in his coverage of what seems to be a crisis looming in the background at Mzinga. Mzinga, if you don't know, manages more than 14,000 online communities for companies such as Virgin Media, GMAC Mortgage, and John Deere. According to Owyang, he has been been hearing from multiple sources that Mzinga is undergoing some changes,...

Playing Favorites: BloggersUnite.org

Although I was unable to attend SXSW this year, I was able to send a small piece along in my place. (For those that don't know, the SXSW Interactive Festival features five days of panel content and parties, simultaneously with film and music festivals in Austin, Texas.)My small piece was a quick and quirky animated video that illustrates the history of BloggersUnite.org, which started as a BlogCatalog initiative two years ago. But more than that, it demonstrates how ideas are made real via the Internet. Simply put, one person...

Measuring Communication, Equation Influencers Part 2

“Brand is the relationship between a product and its customer.” — Phil Dusenberry, former chairman of BBDO WorldwideWhile more formal definitions might include "the assortment of qualities that differentiates the brand from other commodities, which translates into higher sales volume and higher profit margins against competing brands" or "marketing effects or outcomes that accrue to a product with its brand name compared...

Shaping Public Opinion: Copywrite, Ink. Presentation

Shaping Public Opinion was presented Feb. 6, 2009 at Regis University.View more presentations from CopywriteI...

Treading On Headlines: Newspapers Sink

“In 2009 and 2010, all the two-newspaper markets will become one-newspaper markets, and you will start to see one-newspaper markets become no-newspaper markets,” said Mike Simonton, a senior director at Fitch Ratings, who analyzes the industry, to The New York Times.He is not alone in his assessment. Time magazine recently listed what it believes are the 10 most endangered newspapers in America, including: The Philadelphia...

Revealing Weakness: Brian Solis On Authority

Brian Solis, principal of FutureWorks, writing for TechCrunch, asked yesterday if blogs were "losing their authority to the statusphere."Specifically, he wondered about the relevance of the Technorati Authority Index, which used to be the leading measure for bloggers to benchmark their rank. The theory was that the more blogs that link to your blog, the more authority you had in a subject area to be considered an "expert."...

Understanding Adoption: The Case Against Telephones

"Mr. Watson -- come here -- I want to see you."And so were the first words uttered by Alexander Graham Bell on March 10, 1876, on his first successful experiment with the telephone. While most people take the innovation for granted today, the initial adoption was relatively slow and plodding. Why wouldn't it be? According to America Calling: A Social History of the Telephone to 1940 by Claude S. Fischer, even the telephone...

Measuring Communication, Equation Influencers Part 1

"Maybe it's the rising quality of its cars. Maybe it's the halo surrounding Ford for passing up federal funds being devoured by its Detroit rivals. Or it could simply be Ford's focus on building image in its marketing while others flog incentives. But for whatever reason, America seems to have decided that Ford is a better idea after all." — Jean Halliday, Advertising AgeFord, which is experiencing a revival and...