Thinkful: August 2006

Wednesday, August 30, 2006

Download free books with Google Books

Google launched Google Books. Full download is restricted to public domain books (copyright free or expired). It is similar to Project Gutenberg which has 19,000 free ebooks for download. Google's value is that you can search any books like you search websites.

Search Engine Watch does a great review of the service.

Tuesday, August 29, 2006

Myspace users balk at phony profiles, advertising

There seems to be growing complaints about Myspace getting "too commercialised". We are talking here about fake profiles "in which brands can create their own pages and have their own friends list". It reminds me of Mazda or Captain Morgan.

Rachel Honig, from Digital Power & Light comments: "(...) at some point the fictional character isn't going to be able to interact with you anymore, and the novelty will wear off (...) As a marketer, it's all about creating a long and meaningful relationship with the consumer, and if you leave them feeling sort of cheated, as it were, that's not helping."

The Online Media Daily points to a Universal McCann survey that found that only 10% of users said corporate messaging in blogs "can add value to my experience."

How web 2.0. aware are you?

My colleague Guy sent me this "web 2.0 Awareness test".

Wednesday, August 23, 2006

Advertisers wary of advertising on social networks

New Media Age (Print edition – 24.08.06) carries a short article on how major advertisers are wary of putting ads in social network sites. The main concerns are that brands could be seen in an "inappropriate context" and could be “destroyed by teenagers”. Control, control and old models...

I like Jeremy Verba’s quote: “Brand marketers will go where the audience is (…) when MTV and cable TV launched, advertisers didn’t want to be there.”

Tuesday, August 08, 2006

Google Myspace deal

Google will provide search and ads to MySpace. Peter Chernin, president and COO of News Corp: "The real potential for a home run is combining Google technology with our demographic information".

Article on Marketing Vox

Thursday, August 03, 2006

Agency.com's extra cheesy pitch video to Subway goes viral

I came across this story through Steve’s bellicose posting. I started to write a contrarian post to defend Agency.com’s much mocked-after video pitch to Subway, diligently posted on Youtube for the world and its viruses to enjoy. However, after reading comments on AdFreak, Adrants and on Youtube, I changed my mind. There is ground for reputational damages.

I thought that the clip’s cheesiness was a cultural trait but to my relief, most bloggers across the pond found it heavy to digest too. Yet, I do like the idea of doing a pitch video of a team doing a pitch video and I can see while a client would like to work with such motivated, jargon-savvy and enthusiastic team. There is nothing remotely interesting happening throughout this 9 minutes movie. It’s like watching “The Office” without the irony. Yet it was viewed 20,720 times since it was posted 2 days ago (that’s a big number). It attracted 170 comments (that’s big too, even if we minus the agency’s staff). It certainly didn’t let its viewers indifferent... and that is the snag: this viral effect was fuelled by derision.

This will impact Agency.com’s credibility and could drag Subway’s down too, by association. A perfect example: Coudal, a Chicago based integrated agency made a spoof video where they take the piss of Agency.com’s movie while spitting out Subway’s sandwiches. I could see that easily snowballing into an Agency.com & Subway spoof video parody frenzy. Both brands will not escape unscathed. I hope that Agency.com gets the business to bring a happy ending to this.