October 31, 2009

Social Networking is the future_not Google

Filed under: HOT NEWS,Marketing and Content,Social Media — trtoronto @ 7:20 pm

Web 2.0 is over. What a conference. I am a strategists and someone who dreams forward.  The speach by Sean Parker really caught my attention , “High Order Bit: The Rise of the Network Company”

I agree with him that social media/networks will rule the roost in a few years time. We have to recognize that marketing has little to do with Google and its broadcast model and more to do with engagement and social media. We marketers need a whole new rethink.



Filed under: HOT NEWS,Social Media,Trends,Web 2.0 — trtoronto @ 6:24 pm

I highly recommend that followers of  TonyonMarketing check out the amazing three-day conversation that was held at Web 2.0 in California.  As a start  check out the highlights at:

Best Tony

A Sample

Wow is this idea coming to a store near you?

Filed under: Environment,Marketing and Content,Trends — trtoronto @ 2:05 am

Sweden labeling chickenNow this may be worth watching. The Swedish Food Administration has taken a very active role in labeling  by requiring new labels to encourage “climate friendliness”  and encourage  farmers and consumers.  Frozen chicken was one of the first products to be carbon-labeled. The Swedish Food Administration encourages its citizens to substitute beans or chicken for red meat, in view of the heavy greenhouse gas emissions associated with raising cattle. WOW

Time for a chuckle

Filed under: Uncategorized — trtoronto @ 1:24 am

Clever and memorable

October 26, 2009

Digital Strangelove (Or How I Learned To Stop Worrying And Love The Net)

Digital StangeloveThanks to David Knox and Henry Blodget at the Silico Alley Insider a pearl that reveals the future.

Henry Blodget write that David’s an account executive at a Toronto ad agency.  He has stopped fighting the future and is now going with it.

David makes a lot of excellent points.  Including these:

  • The medium is no longer the message. The message is the message.
  • The most wildly successful and beloved company on earth, Apple, doesn’t do “social media.” Apple’s customers do social media, though.  And Apple understands that.  So it makes great products and gets out of the way…

David Knox writes “Talk about a presentation getting some nice buzz.  First Fred Wilson posts about this new presentation he just saw and then Henry Blodget writes about the same presentation on Silicon Alley Insider.  Looks like David Gillespie knows how to catch the eye of the right folks in the marketing blog world.

But then again, after taking a look at the presentation myself, I needed to jump on the bandwagon because it really is filled with some great insights.  Hands down my favorite quote is this:

Advertising got really good at speaking in 30 second chunks to a captive audience… Then quickly found most brands had nothing to say on the 31st.”

Another CCFC Victory! Disney Offers Refund on Baby Einstein Videos


BE-Baby-Mozart-CoverA great example of the power of email campaigns, social media, and a web presence. Congratulations

“Our successful campaign to persuade Disney to give refunds to parents who purchased Baby Einstein videos has become a huge international story.  Media coverage includes a front page story in The New York Times

(“No Genius in Your Crib?  Get a Refund”); stories on Good Morning America and the CBS Evening News; and articles in hundreds of newspapers throughout the United States and Canada.  Parents in other countries are now demanding their money back

And thanks to you, the story has gone viral.  You’ve written about the refund and CCFC’s success all over Twitter and Facebook.  Screen time for babies and Disney’s deceptive marketing has become the hot topic on parenting blogs and listservs.  And pediatricians are planning to distribute information about the refunds in their offices.

The take away message?  Baby Einstein DVDs are not educational.  The New York Times called the refunds “a tacit admission that [Baby Einstein] did not increase infant intellect.”  Now parents will be able to rely on honest information and solid research – not marketing hype – when making important decisions about if and when to let their youngest and most vulnerable children watch screen media. As one mom told us, “It’s great that parents will now have one less thing to worry about.  No longer will they feel the pressure to have their babies watch so-called educational videos or risk falling behind.”

Old myths die hard, however.  That’s why we need to you keep spreading the word on the web and to friends and family.  You can send people to, where they’ll find instructions for how to get a refund, more about CCFC’s campaign, a fact sheet on baby videos, and links to all the press coverage.

This has been CCFC’s most successful year ever, but like all nonprofits, we have been deeply affected by the economic downturn.  If you value our work standing up to the world’s biggest corporations on behalf of children and families, please consider making a tax-deductible contribution to the Campaign for a Commercial-Free Childhood

With your support we can continue our efforts into 2010 and beyond.  Together we’re making a difference.

Thanks for all you do to make childhood what it should be.


October 24, 2009

Social Search: Customers Influence Search Results Over Brands

An informative article  with thanks:\

” Twitter brokers a deal that offers search engines Microsoft Bing and Google Search access to their real time data streams.  Also, Facebook, offers up public status updates to be searched and served up to Microsoft’s Bing.  This trend towards micro media requires companies to pay attention to the real time and social web for marketing, support, and competitive strategies.  There are several impacts to the ecosystem, here’s what you should know:

  • Deal Fills In Technology and Relationship Gaps for Twitter. Twitter lacks the computing power of a premiere search engine, as their current Twitter search results are littered with spam, duplicate tweets, and are only sorted by time.   Leveraging the sophisticated engineers at Microsoft and Google affords Twitter an opportunity to focus on their platform –not search.  From a business aspect, this deal makes sense is that Microsoft and Google both have relationships with advertisers and brands, with trained sales forces to cut deals. Although the terms of the deal aren’t public, it’s suspect there was an exchange of material goods, it’s likely that Twitter will benefit from revenue share in the near future.
  • Social Search to Serve Results Based On Time, Authority. Expect real time data to merge with existing search engines, as a result we should see Google Search and Bing to serve up search results based on: 1) Real time information based on what Twitter users are saying, including memes from trending topics, 2) Preference given to links and URLs that are tweeted by users with more followers or authority, 3) Geo location of tweets to influence search results.  As users seek “Thai Restaurants in San Mateo” location based tweets could provide additional context.  4) Eventually results will be served up by your friends.  Google has given a nod to serve up information based on your social graph (your friends) using Google Profile.
  • To Compete, Facebook Must Make More Content Public. For closed social networks like Facebook, this means they need to continue to offer up more data that can be searched in public by search engines.  With default settings in Facebook set to ‘friends only’ this will continue to be a challenge as Facebook’s community prefers the filters and privacy settings that this closed social network provides.
  • Twitter’s Future: Seamless Integration with the Web. Success for Twitter isn’t about becoming a destination site, but instead about becoming a data protocol that’s embedded everywhere.    Like “Air“, microblogging features are already present in multiple applications, desktop and mobile clients, and the bite-sized information is becoming available in context wherever it’s needed.
  • Customers Influence Search Results An even more amazing impact of these announcements is that for the first time, consumers will be able to directly impact web search results. Although companies spend thousands of marketing dollars controlling their search results by using Google’s advertising services, customers and competitors can quickly and cheaply impact search results using simple tools like Twitter.  Consumers, empowered using mobile devices as a publishing platform can link to content and influence search results. Now, a simple tweet with a picture of a plane landing on the Hudson from a mobile phone will show up at the top of search results.

Key Takeaways: Customers Impact Brand Search Results Using Twitter
Even if your company is not active on Twitter, your customers can influence the search results related to your company –you must pay attention to this trend.  Just as your company likely already has a search strategy through search optimization or paid search terms, you’ll need to extend micromedia to your strategy.  In order to be prepared for this change, companies must:

  1. Develop a Listening Strategy That Starts With Roles and Process.  Every business and market is now moving faster and faster as information spreads around the globe in minutes –if not seconds.  Companies must be ready to quickly identify flare ups, be ready to respond, and correct incorrect information.  Develop a listening strategy that has internal roles set in place, a process to respond and the right tools like Radian 6, Visible Technologies, BuzzMetrics, or Cymfony.
  2. Change The Marketing Mindset –Legacy Methods Ineffective. Search marketers must understand that blasting marketing information through Facebook or Twitter won’t be effective, as search engines will filter out irrelevant messages that nobody listens to. Instead, marketers should allow content on all web properties and email marketing to be easily added to Facebook, Twitter, and other social sites by offering icons that encourage people to share. Providers like ShareThis and AddThis make this simple to do.
  3. Develop Influence Marketing Programs. Since these search engines have all noted that they will rank real time information on a person’s authority and not just traditional page ranking, marketers must double down on building these relationships.  More than ever, brands will need to foster discussions within Twitter as retweet, replies, and linking behavior will influence what is served up on results pages.  It takes time to build real relationships that develop into public conversations so get started now.

October 23, 2009


karlsafetyIn Canada, when the authorities want to remind you that driving while blind drunk is ill advised, we get a mother or maybe a Hockey player  with a past record of poor driving to mumble a few words of encouragement and that’s called a PSA [or Public Service Announcement]. In France, they call in their big guns and dial the number of Karl Lagerfeld to pose in a yellow bib and a feminine tux. The French and  our own Quebecois   would translate the text roughly  to: ‘It’s yellow, it’s ugly, it doesn’t go with anything, but it could save your life.’ Consider yourself warned. Love the French.

October 22, 2009

I love this post. Its an example of how to add value and localize a brand

bankcards1Our bank hates us. Whenever we go in there, they roll their eyes and expel short bursts of breath through clenched teeth if we dare ask a question about strange amounts of money that get deducted from our modest account.

FirstBank in Colorado however demonstrates its refreshing commitment to small business by giving their small business customers more advertising traction than the corner cafe’s bulletin board.

October 21, 2009

Hard Numbers Behind the Current and Coming Mobile Future

Filed under: Mobile,Trends,Web 2.0 — trtoronto @ 6:17 pm
Tags: , , ,

Every year at Web 2.0 Summit, Morgan Stanley’s Mary Meeker does a fantastic whirlwind tour of economic and technology trends she’s watching, and in addition to a terrifying look at the US Income Statement, her presentation this year spent a lot of time looking at mobile trends. Mobile is the next “computer cycle” (think Mainframe, Mini, PC, Internet), and the numbers are just staggering.

Mary Meeker
Picture 3

Of course, the news won’t be good for everyone:

Mobile-Related Share Shifts Will Create / Destroy Material Shareholder Wealth: Massive technology changes typically shift dynamics between incumbents / attackers creating winners / losers.

If you want to know where the future of paid digital content is, read this now.

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