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jordanlynne says...

As we move closer to fully-open and portable social, customers' purchase decisions will be further influenced not by price or by "cool," but by the collective actions and preferences of their peers, who will become an always-on and on-the-go entourage. Do you know who your brand's actives and influencers are? Are you prepared to engage them beyond the walls of Facebook and Twitter? This new brand of ad will surf and share web-wide. Can you afford the cost of a negative campaign?

Filed under: Influence

juhaf says...

So, just by writing something down online, 3/4 of the population will believe what is written. If you’re evil, this is awesome. If you’re a good person, this requires a little bit of thought.

Chris Brogan, the #1 marketing and advertising blogger as ranked by AdAge, posted an interesting piece on how the authority he has gained affects what and how he writes (read it here: With Great Power).

The key point Chris makes is that while provocative rants are entertaining to many readers and it is his right as a person to write out his opinions, most of his followers look to his writings presuming to find interesting analysis and balanced views. Not delivering the expected level of professionalism would quickly erode his authority - and significantly damage the search results of the poor targets of negative writings.

In corporate blogs - or hubs of all social marketing efforts as emphasized by Jason Falls on Social Media Explorer (read it here: Making Your Corporate Blog More Social) - the points made by Chris are very relevant for planning how to gain authority in the first place. No matter how sales oriented the goals are for a corporate blog, the guidelines for content should always be drawn from the perspective of building credibility, influence, and trust.

Speaking of trust, Chris Brogan is also the author of the book "Trust Agents" which I'm currently reading. Highly valuable, highly recommended.

Filed under: influence

Tine says...

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Video for Portuguese Class on Anglicisms in Samba do Approach by Zeca Baleiro.

Filed under: influence

juhaf says...

In the social Web, we are presented with a privilege to establish meaningful dialogue and collaborative relationships with the people who define our markets. This is an incredible opportunity to establish relevance and discoverability.

These days, everything begins with a search. With an internet connection always at hand, search results are never more than seconds away.

The social web boosts two trends that go hand in hand. Firstly, people are paying less attention to push marketing messages, blocking the methods used by traditional marketers. Secondly, people actively look for ideas, views and input on the web.

Consequently, getting found on the web is no longer a geeky hobby. If the discoverability of your business is still in the hands of self-appointed search engine optimization gurus, stop now and think again. This is not technology, this is business.

In order to help people find your business and rate it favorably, your key needs are not in technology, but in content. To participate in the online picnic, you'll need to figure out what you have that is worth contributing. What is valuable enough to make you interesting? Why would people begin interacting with you or publicly share your views?

Establishing a position in the online communities is all about finding the relevant discussions on the right forums, sparking conversations and getting involved - with strategies in place, keywords set and goals in mind.

The new book "Inbound Marketing: Get Found Using Google, Social media and Blogs" by Brian Halligan and Dharmesh Shah promises to help understand the shift and instruct businesses on how to benefit from the change. Definitely next up on my reading list!

Find the book here: http://bit.ly/61q7Hj

Filed under: influence

Judd6149 says...

My wife is nowhere near the music fan that I am. She does not know (or care to know) a fraction of what I do about the songs and the story behind them are concerned. She does, though, have quite an ear for music. 

She regularly surprises me when she will say, "hey, this sounds exactly like such-and-such". She asked me one time, "don't these people get mad when someone else plays their song and claims it as their own"? 

Oh, boy. That is a can of worms I'm not sure I want to open up?! On second thought, why the hell not...

The history of recorded music is full of various stories about stolen melodies, copped riffs and royalty robberies. Some of the stories are legendary:

John Fogerty was sued (unsuccessfully) by his old CCR label, Fantasy Records, for sounding too much like himself! Fantasy said that "Old Man Down the Road" sounded too much like "Run Through the Jungle" and that Fogerty was plagiarising himself. What a joke. Fogerty had to go to court to defend his style. Hear for yourselves:

In an even more maddening example, Neil Young was sued by Geffen Records for not sound like himself enough.  How can anyone say this about Ol' Neil?!  They way the man shifts musical directions, you'd think the moon is controlling him as it does the tides (I love Neil for this reason). When Neil put out "Everybody's Rockin", Geffen sued him for making "uncharacteristic and uncommercial records". Ok, ok, maybe "Ol' '80's Cantankerous Neil" wasn't trying to break new ground with this one, but to be sued by his label...?  Here is a little ditty from that album:

And then there is this story about the Aussie band, Men at Work, that is making the headline news.  You all remember their 80's hit, "Land Down Under", right? How could you not remember that jaunty, lilting, flute melody in it?  Larrikin Music Publishing managing director, Norm Lurie, remembers it to...from his childhood. Larrikin is now suing Men At Work for back & future royalties on the song. They claim the flute part comes from the refrain of an old Aussie children's song, the "Kookaburra Sits in the Old Gum Tree".  

Check out this link to see/hear the similarities between the two. When done watching, please proceed to vomit in your lap. This lawsuit is a joke, too. Post Script: I lived in in Sydney for five years...Vegamite sandwiches are good.

Crazy stories, hunh? Can you imagine if the guy that wrote "Happy Birthday" had it copyrighted!?! We'd all be in court!

There are many, many, MANY other examples like this.  Sadly, most of them are about money. What I want to do is celebrate influence.  A few months ago I wrote a post about artists wearing their influences on their sleeves.This may be a quasi-Part II to that one. In that post I quoted two people: 

Neil Young: "It's all one song". (read here for the story behind that quote)
Hunter S. Thompson: "I've been plagiarising all my life.  Its called learning". 

And that is exactly what it is, isn't it...learning. You like/listen to someone. They have an impact on you. You are influenced by them. You take on some of the characteristics in your own playing. You develop your own sound from this. Is this stealing or is this influence?

Case in point: where would we be without T-Bone Walker, Chuck Berry and Keith Richards?  My guess is the insane asylum from having to listen to Pat Boone for a decade longer than we should have.

Let's have some good ol' music fun with influence using these three R&R behemoths.  

T-Bone Walker was an early pioneer (in the truest sense of the word) with the electric guitar sound. Once he plugged it in, he made that fiddle squeal and sing out like no one had ever heard before.  Surely that would influence young hot-shot guitarists; and it did. Hendrix stated that T-Bone was a big influence. Even more importantly, Chuck Berry sites T-Bone as one of his two biggest influences (Louis Jordan being the other). We all know Chuck's sound, right?  Yes, but was it really Chuck's in the first place?  Listen to this T-Bone cut, "T-Bone Boogie", that predates any Chuck recordings:

"WOW", right? Chuck has bitched and moaned for years about how he got robbed by people stealing his sound. Most famously, he sued the Beach Boys for stealing the riff from "Sweet Little Sixteen" and won (check out this cool site called, "Sounds Just Like" for a Berry/Beach Boys comparison).  Yeah, Chuck, I guess you were influenced by T-Bone. Have a listen to one of Berry's Great 28, "Bye, Bye Johnny". Sound a little like, "T-Bone Boogie"? Hell, yes.

Now we all know that there are a lot of "Chuck's children out there playin' his licks" (thanks for that lyric, Bob Seeger), none more famously than Keith Richards. Keith is an unabashed Chuck disciple. Keith has said that all he wanted to do when he started out playing was, "to sound like Chuck Berry". Chuck's riffs are found all throughout Keef's playing with the Stones and with his solo band, the X-Pensive Winos.  Here is a track off his first solo album, "Talk is Cheap". Listen for those Chuck riffs like they "were ringing a bell". Also, Johnny Johnson, Chuck's long-time pianist is on this track pounding out on the 88's. 

There are way too many Chuck/Keef stories to talk about here.  You should watch the most excellent movie, "Hail, Hail Rock & Roll" to get a feel for the relationship Master and Pupil had.  Here is a clip of the two Gunslingers "learning" how to play "Carol"

There you have it: influence in all it's rock and roll glory. It is cool to listen to those three songs in succession to see how that guitar riff has evolved. Can you think of any other great cascading riff lineage?
_____

Bonus Cut:
While we're at it, here is one last example: the Bo Diddley Beat. Bo's Beat was the new sliced-bread and may never be topped. Here is an early Bo classic and a song by the Allman Brothers from the same name: 

Filed under: influence

chrisdasie says...

I've doing a lot of reading lately on the changes that are taking place within the Advertising industry. What I've learnt in reflecting back on all these readings is that I had lost touch to why I wanted to get into Advertising to being with. It wasn't to sell more footlongs to people at $5 value, or get more individuals into a car dealership to test drive the newest SUV. It wasn't any of the reasons that I've said to thousands of people through out my career. 

The reason I got into this industry is because I'm curious about culture. Not just pop culture because I feel that is just an subculture of our true human culture that runs deeper within our daily lives. How we interact, our choices we make, etc. One of my favorite activities is to sit at the local coffee shop and people watch. And I don't just mean watch the basic interactions, I mean looking closely to every movement and interaction with their surroundings. Whether it is talking to a friend, just hanging out by themselves, on the phone, working on their computer and so on. Each one of these can show you something that you didn't necessarily know about mankind before that. 
I've always enjoyed have my finger on the pulse of culture. I've studied cultures as a hobby all my life. My last apartment was decorated in ethnic African tools, masks, and culture. Before this my favorite classes were always the ones where we learnt about the cultures of ancient civilizations. I would always want to know more about how these people interacted with each other. I would ask questions like how did they greet each other? What would they talk about? Was their interactions governed by external factors like religion, royal law, etc? 
So in my studies of how the Advertising world is changing and evolving, it has brought me back to these kinds of questions and curiosity. I think we all should take a moment and ask our selves why we got into this industry. Maybe you did get into Advertising to sell useless things to people, maybe you are just an artist who wanted to make sure that you had a steady income, or maybe it was something deeper that drew you to this industry like me. It is something I lost sight of in the grind of the day to day but now I feel refocused on my goals and career objectives. I see the path I wish to follow in regards to learning more about the culture that surrounds us and influences how we interact and then taking those insights into the brands I work with so they can reconnect to their consumers. Many brands has these feelings like they are disconnected from their audiences and the reason for that is because they have also lost sight of what got them started. They initially saw a gap in the culture...a need that wasn't being fulfilled. It wasn't about profit and big bonuses. It was about helping to innovate and influence culture in a better way. So my goal is to help companies bring back that mindset and reconnect with their consumers. 
What made you get into this industry? Are you a student of culture? How do you like to gain insight into that culture?     

Filed under: Influence

juhaf says...

Great irony or just plain truth?

My vote goes for the latter. Demographics, tv commercials, print campaings, billboards, coupons... they all matter little if the connection with the customers' mindset is lost. Yep, customers have changed. Have you?

The fact is that today's social tools enable companies to gain a wider and deeper understanding of customers, competitors and influencers than ever before. What is more, gaining the understanding no longer requires extensive target group studies resulting in powerpoint graphs months later. What it takes is to dig in, listen, and participate.

The next time you're thinking of launching yet another campaign, take a moment. There's another way to it. Today's marketing and public relations increasingly take place in online conversations between real people. The key to play the game is long-term engagement - contribute to the global online picnic, and you'll get more back.

See for yourself and explore what's really happening: http://search.twitter.com/
(ok, that's just the very beginning, but better start somewhere than nowhere.)

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freshpeel says...

 

Filed under: Influence

benisrael says...

Weber Shandwick just released a new study looking at how effectively Fortune 100 companies are using Twitter as an engagement tool. The study found that 73 percent of Fortune 100 companies registered a total of 540 Twitter accounts; 50 percent of them had fewer than 500 followers and 15 percent were inactive.


The study also looked at how and for what purpose were these companies using Twitter. "Among the Fortune 100 companies examined by Weber Shandwick, 26 percent of their Twitter accounts were primarily used as a one-way flow of information (either by RSS news feeds or manual tweets) that offered no engagement with followers. Tweets did not provide opinions or encourage discussions. This contradicts the value of Twitter as a two-way dialogue to build relationships with customers and advocates."


The point Weber was trying to drive across was that most companies now know that Twitter is an important platform for engagement and communication. But they need serious help with how to effectively use and optimise this opportunity.

IMHO, the report is a tad shallow and only uses the number of followers and tweets as the only measurable metrics for reach and influence; they didn't look at RTs or replies at all - a big miss. But it's worth a quick glance. 

You can read the report here (PDF). 

Filed under: Influence

mid0 says...

The Basics – Get personal and be real

Username: Choosing the right username is important – there’s no harm in using your actual name of course, providing someone else hasn’t taken it already! If your desired username has been taken, choose something that reflects you and how you’ll try to use your Twitter account. There’s no harm in being totally professional, but a little bit of character will make you seem more human.

Picture: Upload an image of yourself – preferably nothing too risqué! A nice simple headshot will do the trick, it makes communicating that little bit more personal. Alternatively, you can create your own cartoon avatar and customise it to make it look how you wish!

Bio: Write a short bio including who you work for and what your interests are. This will help tweeple (Twitter people) find you as well as giving them information about why they should follow you once you start tweeting.

Protected Updates: Privacy online is a hot topic and will continue to be so as long as your personal information is deemed valuable, and it is tempting to hide your updates to just your immediate friends. However, on Twitter if you’ve got something to hide people will want to know why and they will be cautious about following you, if not put off altogether! 

Website: Include your blog if you have one, this helps to make you more ‘real’ to anyone who comes across your profile. You can also link to a LinkedIn or Facebook profile, or even your Flickr page.

Copy adapted from Twitter User Guide created by @geetarchurchy from Edelman

Edelman launched TweetLevel a tool that checks your twitter account's influence, popularity, engagement and trust. There are lots of these tools out there, but what was far more interesting to me was the Tips page. Which assumes you want to increase your influence on twitter.

What's startling the home page of the big PR agency Edelman had the TweetLevel tool in as an interstitial page.

Filed under: influence