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Archive for April, 2009

The write stuff, and other appropriate cliches Sunday, April 19th, 2009

Always on the lookout for good articles about the importance of copywriting for online projects, I came across this posting by Shane Atchison on the ClickZ site, in the form of an interview with the lead writer at the ZAAZ agency in the US, where Shane is the CEO.

Pithy quote from the article: “Even though copywriting is an art form, it’s firmly grounded in logic: the clear communication of a concept or call to action. As such, agency writers are keenly aware of usability, analytics, and optimization, factors that drive our project goals and metrics. Words heavily determine how a site is used, therefore analytics help determine the kind of content writers develop for any site.”


In praise of the bizarre Saturday, April 18th, 2009

I know it’s hard for most companies to acknowledge that they are no longer in control of their marketing, and that their customers now strongly influence what happens to their brand. It’s harder still for them to take active steps to give control to their customers, particularly when stories of what has happened to companies like Chevrolet, Skittles and Domino’s abound.

Believe it or not, it hasn’t been that long that companies have used the Internet to let customers actively play with their brand. I was reminded of this when I read recently about ‘celebrations’ of the fifth anniversary of Subservient Chicken, that creepy guy in the chicken suit with garters who reponds to user commands to reinforce the message that you can ‘have chicken your way’ at Burger King (Hungry Jack’s in Australia). The guys who came up with the idea have written a huge screed about the origins of Subservient Chicken which makes interesting reading.

The most important factor leading to this iconic online campaign was that the client was open to left-of-field ideas. As The Barbarian Group director Rick Webb writes, “To be perfectly frank, even as we were building the thing, I never believed it would launch. We here at TBG are insanely good these days for convincing clients to take risks. But in 2004, there was no way we ever could have sold the Chicken through. Sometimes getting the green light is as important as the idea. Most of the time, if you ask me.”

Of course, the big question is, did it sell more chicken for Burger King? To quote from AdWeek: ”About a month after the sandwich debuted, BK reported that sales had steadily increased an average of 9% a week. Since then the company has seen ‘double-digit’ growth of awareness of the TenderCrisp sandwich and ’significantly increased’ chicken sandwich sales. And the TenderCrisp does sell better than the original sandwich.”

Yes, you can make some mistakes by trying new things. But you might also take on that concept that powers your brand to a new level - and have fun doing it. Go on, try something new this month!


Maslow’s hierarchy of needs and Twitter Tuesday, April 7th, 2009

Moses Ma, writing on the Psychology Today blog, has posted an easy-to-understand explanation of Twitter and why it has hit the zeitgeist this year. He writes:

“The Twitter system acts to fill a deep psychological need in our society. The unfortunate reality is that we are a culture starved for real community. For hundreds of thousands of years, human beings have resided in tribes of about 30-70 people. Our brains are wired to operate within the social context of community - programming both crucial and ancient for human survival.

“However, the tribal context of life was subverted during the Industrial Revolution, when the extended family was torn apart in order to move laborers into the cities. But a deep evolutionary need for community continues to express itself, through feelings of community generated by your workplace, your church, your sports team, and now… the twitterverse. This is why people feel so compelled to tweet, to facebook or even to check their email incessantly. We crave connection.”

Taking me back to my Psychology 101 days at university, he explains where Twitter fits in Abraham Maslow’s “hierarchy of needs”, the pyramid of basic to complex needs. “Twitter aims primarily at social needs, like those for belonging, love, and affection. Relationships such as friendships, romantic attachments and families help fulfill this need for companionship and acceptance, as does involvement in social, community or religious groups. Clearly, feeling connected to people via Twitter helps to fulfill some of this need to belong and feel cared about.

“An even higher level of need, related to self-esteem and social recognition, is also leveraged by Twitter. Twitter allows normal people to feel like celebrities. At its worst, Twitter is an exercise in unconditional narcissism - the idea that others might actually care about the minutiae of our daily lives. I believe that this phenomena of micro-celebrity is driven by existential anxiety. I twitter, therefore I am. I matter. I’m good enough, I’m smart enough, and, doggoneit, people like me! “

He writes that, “Twitter is like digital crack that invariably turns you into a tweetker - no matter how much of it you get, you’ll never be satisfied. If you’ve ever woken up at 3 am to check your email or read tweets, you know what I mean. You know the cold clammy fingers of existential anxiety.”

He advocates that, “A more valuable technology tool for humanity might be the opposite of Twitter - an application that removes distractions from life, reconnects you to real relationships and human touch, and helps you find the time to focus on what really matters in life. It’s an old joke, ‘Second Life, heck! I can’t even keep up with my first one!”‘

Here’s to dealing with all the problems caused by social media!


A panoply of podcasts on e-marketing Wednesday, April 1st, 2009

Warning: shameless self-promotion alert!

Zazoo has been producing a series of podcasts on e-marketing for interactive marketing agency HotHouse. Here are some links to recent podcasts:

Also, visit the HotHouse blog for erudite commentary on the digital industry!