What We Think -Or - How We Change?

This is a very 'low-tech' video presentation (using high-tech YouTube) on 'mass creativity'

This is from Charles Leadbeater's blog
"Charles Leadbeater is a leading authority on innovation and creativity. He has advised companies, cities and governments around the world on innovation strategy and drawn on that experience in writing his latest book We-think: the power of mass creativity, which charts the rise of mass, participative approaches to innovation from science and open source software, to computer games and political campaigning."



Q1. Is being 'on-line' changing behaviour and the way we think?
Q2. What are the implications for marketing?
Q3. Is this a major milestone or just a transient, minor issue?

Health and Medical Records on the Internet

Recently Google and Microsoft have launched two internet based products for people to maintain their medical and health information on line. Both products are still 'beta' and are only USA based. Being internet based, your medical records are available anytime, anywhere.

Imagine that you are travelling abroad and have a medical emergency. By providing your login the local doctor can access your on-line medical record to help him/her provide the most appropriate assistance. Sound good? Google and Microsoft also provide links with health service providers to upload their medical records to your Google/Microsoft medical record web site. There are also 'value-added' services to find doctors, clinics and even connect some medical devices directly to the PC to upload the data to your medical record!

Links:
The Age: This Won't Hurt a Bit
Google Health
Microsoft HealthVault

Questions:
1. What are the security and privacy issues?
2. What are the marketing opportunities for health service and product providers?
3. Who makes money out of this and how?

Marketing Gurus on the Web

The internet offers lots of opportunities for 'experts' to express themselves and provide information. Blogs are an easy way to propagate information and build a presence on the web. The authority and accuracy of this information is an issue.

An example is the marketing blog of Mike Moran, Internet and Search Marketing. Mike describes himself:

" Mike is an expert in search marketing, search technology, publishing, Web personalization, and Web metrics, who regularly makes speaking appearances. Mike's previous appearances include Search Engine Strategies, AD:TECH, Consumer Reports WebWatch, OMMA East, and the Enterprise Search Summit. Mike also writes the Biznology newsletter and blog is the co-author of the best-selling Search Engine Marketing, Inc., and writes the search marketing column for Revenue Magazine."

Mike also is an author and promotes his books on his blog as well as being a marketing consultant, speaker for hire, newsletter publisher, blogger and columnist. Mike does offer some professional advice, gratis, on his blog. Some good links are:

Internet Marketing Resources (links)
Marketing Case Studies

An interesting case study is Social Media Marketing, a downloadable, 9 page document.

Q1. How does Mike make money?
Q2. How does Mike use the internet to help him make money?
Q3. How does Mike use social networking?
.

Monetizing on Facebook?

Social networking is great! But show us the money. How can a social networking site like Facebook be used for 'monetary advantage'? Easy - it is designed to make you money:

Sourced from Melbourne IT - the Facebook That Launched a 1000 Ships

Facebook Social Ads

Instead of creating an advertisement and hoping that it reaches the right customers, you can create a Facebook Social Ad and target it precisely to the audience you choose. The ads can also be shown to users whose friends have recently engaged with your Facebook Page or engaged with your website through Facebook Beacon. Social Ads are more likely to influence users when they appear next to a story about a friend's interaction with your business.

Pair your targeted ad with related actions from a user's friends.

Advanced Targeting: Target by age, gender, location, interests, and more.

Facebook Events

If you have a conference, product launch or a function, Facebook Events is a handy tool to organize and promote your event.

Facebook Pages

Every Facebook Page is a unique experience where users can become more deeply connected with your business or brand. Users can express their support by adding themselves as a fan, writing on your Wall, uploading photos, and joining other fans in discussion groups. You can send updates to your fans regularly — or just with special news or offers. Add applications to your Page and engage your users with videos, reviews, flash content, and more.

Facebook Applications

For those with a little more technical know-how, you can create a useful application for Facebook users that allows your brand to receive some ‘viral’ exposure.

An application is something users can add to their page to allow some sort of interaction. Some examples of applications include picture galleries, RSS feeds from websites and live temperature reports.

The 3 Trillion Shopping Spree

I read about this website in mX 22.04.08

http://3trillion.org/

It's not strictly about marketing, but it's an innovative way of acheiving public awareness through using the internet as a medium and inviting user participation.
hmm!
I have too much time on my hands.

Brand Power

Milward Brown (brand marketing and investment) has released a report on the 'Top 100 Most Powerful Brands'. This makes interesting reading, given that the determination of 'brand value' seem arbitrary and contentious. The report defines how brand value is determined, but it still is rather mysterious.

10 Most Powerful Brands
_____________________BRAND VALUE__ BRAND
_________________________($M) ______CHANGE

1 Google.............................. 86,057... 30%
2 GE (General Electric) ........71,379 ...15%
3 Microsoft .........................70,887 ...29%
4 Coca-Cola (*) ...................58,208 ...17%
5 China Mobile ....................57,225 ...39%
6 IBM ..................................55,335 ...65%
7 Apple ................................55,206 ..123%
8 McDonald’s ......................49,499 ...49%
9 Nokia ...............................43,975 ...39%
10 Marlboro ........................37,324 ...-5%

Source: Millward Brown Optimor (including data from
brandz, Datamonitor, and Bloomberg)
*The brand value for Coca-Cola includes the values of both
Coca-Cola and Coca-Cola Diets and Lites

Some observations:

1. Google has emerged as the most valuable brand, with a brand value of $86 billion, ahead of Microsoft (in third place with a brand value of $71 billion)
2. Both Apple and Blackberry had the largest increases.
3. The technology sector accounted for 28 of the top 100 brands, and collectively reflected more than half of the total brand value of the top 100
4. Emerging markets in China and Russia have brands in the top 100, with a prediction that India and Brazil brands may hit the top 100 soon.
5. Share investment in the Top 100 Most Powerful Brands return a five fold increase in share market performance against the S&P 500.

The Wisdom of Crowds - the 2020 Summit

The involvement of 'clients' as active participants in an organisation's functions takes an interesting turn when it uses the internet. Here are two examples:

1. American Express Members Project

http://www.membersproject.com/

2. Australia 2020 Summit

http://www.australia2020.gov.au/

Q1. What are the similarities between the two intiatives?
Q2. How can the internet be best used in these cases?
Q3. What are the implications for marketing?

Growth of Virtual Worlds!

Virtual Worlds Management Report: 100+ Youth-Oriented Worlds Live or Developing

From Virtual World News

Virtual Worlds Management released a new report today on Youth Worlds: Based on a comprehensive research available through Virtual Worlds News, we've found that there are now over 100 virtual worlds operating or in development with a focus on the youth market (18-and-under). It's worth noting that, at the younger level, the lines between virtual worlds, games, and social networking blur heavily. If nothing else, it's a fascinating trend at how users are merging their activities into one immersive space. Likewise, while the list is sure to change (please feel free to send in updates) it's a good snapshot of where the industry is at: While there are 57 listed youth worlds currently live, another 51 are in concepting, development, or testing phases. In other words, keep an eye on this space.

Is the Music Industry Waking Up?

The music industry has a big problem with illegal downloads of digital music. CD sales are down and control of digital music via DRM does not appear to be working. However there are some signs of new business models emerging, with the Apple iTunes Store being a good example.

The latest news is that the four biggest music publishers are negotiating with major ISPs (Telstra, Optus etc) to deliver a subscription service for music downloads. The only catch is that the digital music will 'expire' if the subscription ends. Another development is to use advertising to pay for downloads that MySpace is believed to be launching.

Other developments are marketing strategies that are more diverse, using pre-release digital downloads for free, mobile phone ring tones, mobile phone promotions, on-line ads, concerts, appearances tied in with TV, radio.

For a good roundup read the article Telstra, Optus talk music downloads in MIS.

An interesting quote from the article:

"(the internet) ....gives a way to reach fans and get them involved and engaged"

Q1. What does Sony BMG mean when it sees itself transforming from a CD company to a multi revenue, multi -stream, multi-business company?
Q2. Which business model is more likely to succeed: free downloads with ads or a subscription service with unlimited downloads?
Q3. How does getting fans to be 'involved and engaged' help the bottom line?

Why China Will Win the Web

From Forbes on-line

Interview with Author Rebecca Fannin, who has been covering China since 1992 and is the international editor of the Hong Kong weekly Asian Venture Capital Journal, says that's about to change. In her new book Silicon Dragon: How China is Winning the Tech Race, she argues that businesses like Baidu and Alibaba foreshadow another generation of Chinese startups--those with their own highly competitive and homegrown ideas.

Why China Will Win The Web
Andy Greenberg, 03.13.08, 6:00 PM ET

"Companies like eBay and Google know that Chinese tech firms are forces to be reckoned with. Both Web giants have tried to push into the Middle Kingdom's tech industry only to be shoved back by local competitors who were faster to market and better tuned to the tastes of the local audience."

From Yahoo News:

China outsurfs the US: research firm

Fri Mar 14, 12:14 PM ET

BEIJING (AFP) - China's Internet population has overtaken the United States' to become the world's biggest with about 220 million web surfers, a research firm said Friday.

Q1. Do you think that Chinese e-commerce is purely derivative, depending on cheap (and possibly illegal) copies of western products?
Q2. Is there a parallel between Japan in the 60s and China now?
Q3. What is the economic impact of the Chinese government's censorship/control over the internet?

Virtual trade show

From Tech Target

A virtual trade show is an online version of an event at which goods and services for a specific industry are exhibited and demonstrated.The format can be as simple as a basic online directory or as complex as a virtual 3D world.

A 3D virtual trade show functions like a traditional offline tradeshow, translating exhibit halls, educational seminars, job fair and training events into a virtual world environment. This type of trade show is gaining popularity because it allows the attendee to forgo the expense of travel while enjoying some of the amenities of a traditional show.

At a virtual trade show, there are usually realistic-looking halls or lobbies with booths for showcasing products and services. The attendee can view demos, pick up literature and chat with sales representatives in real time. Keynote speeches and seminars are delivered either in real time or on-demand by videocast, podcast and Webcast technology.

A 3D virtual trade show requires specially designed software to allow exhibitors to build their virtual environment. The show can be built in a web page or in a downloadable software application like Second Life.

Read more about it at: > In "Trade Shows go Virtual" at MarketingPilgrim.com, Janet Meiners explored the trend. > Lisa LaMotta described "Trade Shows, Web 2.0 Style" at Forbes.com. > Dr. Jeanette Cates offered 12 tips on hosting virtual trade shows at Trade-Show-Advisor.com.

Q1. How can this help global marketing?
Q2. What are some of the limitations?
Q3. Can potential clients be targeted more easily?

The Internet in China

In The Economist there is an interesting article on the internet in China.

Jan 31st 2008 | HONG KONG
From The Economist print edition
http://www.economist.com/business/displaystory.cfm?story_id=10608655

China will soon boast more internet users than any other country. But usage patterns inside China are different from those elsewhere

Some of the points made:

1. Internet users has reached 210 million (end of 2007)
2. Only 16% are using the internet, but growth was 50%
3. The government censors and controls the internet
4. Electronic retailing is in its infancy, thanks to an unwieldy government-controlled payment system, so most shopping is still done in person.
5. More than 70% of internet users are under 30
6. Piracy of films and music is rife
7. The biggest market involves the delivery of mobile-internet content to mobile phones (over 500 million mobile phones!)
8. On-line communities are popular, but are limited to China
   

Q1. Where do you think internet commerce will be in China post the olympics?
Q2. What are some of the hurdles in doing internet based business in China?
Q3. What is the potential for marketing in China?

News Corp in new MySpace music talks

Thursday Feb 21 08:16 AEDT

AP - News Corp has approached the four major record labels to discuss launching an online music service through its popular MySpace social networking site, music company executives familiar with the talks say.
The media conglomerate envisions a one-stop music service that offers content in various ways, including via free digital streams, as MP3 downloads and through a subscription plan, one of the executives said on Wednesday.
News Corp proposed launching the service as a joint venture with the major recording companies, which would receive an equity stake in the new company, the executive said.
The music company executives spoke on condition of anonymity, saying they were not authorised to discuss the matter publicly.
MySpace declined to comment.
A call and email to a News Corp spokeswoman were not immediately returned.
Representatives for the recording companies - Vivendi SA's Universal Music Group, Sony BMG Music Entertainment, Warner Music Group Corp and EMI Group PLC - declined to comment.
MySpace has been a popular music hub for years, prompting established acts and unknown bands alike to create profile pages that often let visitors stream a few songs. Bands on MySpace also can sell downloads of original music directly through their profile pages.
The company may be looking for ways to maintain its lead on rival social network Facebook, which has been gaining in popularity.
With sales of CDs in a protracted decline, recording companies have licensed their content for sale as unprotected MP3s and for free streaming on ad-supported sites such as imeem.com and Last.fm.
News Corp faces a potential deal hurdle with Universal, the largest of the recording companies.
Universal sued MySpace in 2006, claiming the portal illegally encouraged its users to share music and music videos on the site without permission. That lawsuit is still pending.
Sony BMG is a joint venture of Sony Corp and Bertelsmann AG.
©AAP 2008

Doing Business With China

Paymate cashes in on China Business

Julian Bajkowski
The Australian Financial Review | 21 Feb 2008 | Page: 52 | Information

It might be small, but a privately held Australian online commerce upstart has scored a big victory in its tussle with eBay to get onto the silk road to China.

Paymate, which has just six employees, yesterday confirmed that it had been handed an exclusive deal to provide the gateway for local exporters to sell into China through AliPay, the online transactions arm of Hong Kong-listed Chinese internet auction house Alibaba.
To be announced today as a part of the China Australia Business Summit, the deal will hand
Paymate the rights to have payments made in Australian dollars directly from the bank accounts of about 62 million registered Chinese buyers, in the same way PayPal transactions have carved out a lucrative niche connecting buyers and sellers on eBay.

Please go the original article to read the full story.
Check out the following links:
Paymate
Alibaba

Q1. What is significant about Paymate making the deal with Alibaba?
Q2. What are some of this issues in doing business in China?
Q3. What is Alibaba?

Why Do Businesses Need Social Networking?

What business value is there in social networking? There is an enthusiastic push from many marketing commentators that businesses should take advantage of opportunities to use social networking on the web. So what can a business use social networking for?

Inside CRM, on on-line journal has published a list of 50 social networking web sites, with comments on their possible uses for a business. Some appear to offer business value, others may not. What do you think?

1. Is there real marketing value in social networking web sites?
2. Which social networking web sites appear to be the best for marketing?
3. What other social networking web sites could be of business value?

In case the article from Inside CRM is not available there is a copy of the article on our Market Wiz Web site

SL Republic? Unions in SL???

What is going on here???

There is a community in SL based on the proposal that SL needs a 'republic':

"The Metaverse Republic, currently work in progress, will be a legal system for Second Life, with real powers of enforcement originating in user-created tools, and a democratic parliament.

There are many disputes and potential disputes in SecondLife that could benefit from formal resolution: disputes about broken agreements, land use, alleged griefing, extortion, etc. The Metaverse Republic aims to provide an effective and fair system for resolving such disputes."

An now unions are organising in SL!!!

"A number of trade union organisations from around the world are coming together to set up a home for unionists and union issues in the virtual world Second Life.

We’re planning to launch it later in 2008, but in the meantime want to hear from anyone with an interest in unions and virtual worlds."

Q1. Are these developments appropriate for virtual worlds?
Q2. What are the economic and legal issues?
Q3. What impact could these developments have on marketing in SL?

Businesses in Second Life

There is a Second Life Wiki (if you don't know what a Wiki is, this is a good time to find out) that provides a lot of information about Second Life:

https://wiki.secondlife.com/wiki/Main_Page

On this wiki there is a Marketing page:

https://wiki.secondlife.com/wiki/Marketing

This page has a wide range of information both about the marketing of SL and marketing within SL. One of the resources is a PowerPoint presentation on business in SL. It is best viewed as slide notes as the slides themselves are not very informative. There is a pdf version as well, but get the notes document as well as the presentation:

"An introduction to Second Life for those interested in bringing external business into Second Life. Includes history, core principles, uses of Second Life for the business community, and how to enter Second Life (includes notes)"

http://s3.amazonaws.com/linden-presentations/SLBizU_Public_0705.ppt

Q1. Why is ownership of intellectual property important?
Q2. What are the opportunities for market research?
Q3. What are the limitations for marketing in SL?

'Banks' Banned in Second Life

Linden Labs has released a policy banning 'banks' in Second Life. This follows on a recent policy of banning gambling.

"As of January 22, 2008, it will be prohibited to offer interest or any direct return on an investment (whether in L$ or other currency) from any object, such as an ATM, located in Second Life, without proof of an applicable government registration statement or financial institution charter. We’re implementing this policy after reviewing Resident complaints, banking activities, and the law, and we’re doing it to protect our Residents and the integrity of our economy."

The announcement and comments are on the SL Blog. Most comments appear to be in favour, but there are some strong objections:
http://blog.secondlife.com/2008/01/08/new-policy-regarding-in-world-banks/

This raises some fascinating issues!

1. Does SL have a real economy?
2. How can businesses make money in SL?
3. Is regulation of the SL economy necessary?
4. Caveat emptor?
5. Is Ken D Linden God?
6. Will there be a 'run' on SL 'banks' and cause the economy to collapse?

The (short) History of Youtube

Q1. What is the appeal?
Q2. What is the relevance to marketing?
Q3. What is tne next 'killer application'?