So Misguided

Plain words, uncommon sense

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CMA: Steve Levy on Spending Money Online

To continue on the notes about the CMA digital marketing conference …

Post 1: Frank Trivieri talks about GM Canada

Post 2:

What are YOU Thinking?
Steve Levy, President, Canadian Market Research Eastern Canada, Ipsos Reid

Steve and the Ipsos Reid research really brought the marketing and agency staffers in the room into the spotlight. Not necessarily a good thing because the spotlight illuminated the fact that the majority of the people in the room were not well versed or experienced in digital marketing, and were not well read and/or had not researched or educated themselves on the field in which they apparently work. The alarming summary of the Ipsos-Reid study was that most Canadian marketers and agencies are in the same boat.

Steve put up an audience poll to see how many people in the audience had read at least one of these books:

The Long Tail by Chris Anderson
The Cluetrain Manifesto by Rick Levine, Christopher Locke, Doc Searls and David Weinberger
Life After the 30-Second Spot by Joseph Jaffe
Naked Conversations by Robert Scoble and Shel Israel

I might have missed some titles. But the point is if you are working in the online space, pay attention to what the early adopters are telling you. These are seminal works. Please read them.

Steve gave a good presentation on what marketers and agencies are thinking about regarding online, what they are doing, and what they will be doing in the future. These numbers were, again, depressing. They are also proprietary so I’m going to wait until they are posted on the CMA site before I talk about them.

Steve’s main message was “get off the fence.” He said, 63% of the surveyed audience did not know what best online practices were, yet 90% believe the media mix has changed. He said basically that companies are spending silly amounts of money in ineffective media streams and yet are sitting on the fence about the whether to spend online.

More talk to come when the numbers are publicly available. But wow, if you are an online marketer or web design company or get the internet, there are companies out there that need help, and hopefully they paid attention and are willing to spend money in this space.

CMA Digital Marketing Conference October 19-20, 2006

Thursday and Friday of this week I participated in the Canadian Marketing Association’s Digital Marketing Conference.

Below are my notes from Day 1, first session. I should say that I was unimpressed with the first session but that the conference overall was pretty good and I met many interesting people. I’m going to lament the excitement of GM’s online marketing now, but I should also offer congratulations to them for actually trying this stuff out. Every marketing department can do better but you’re not going to get better unless you try things out, get feedback, then improve.

Changing the Conversation: General Motors of Canada is Driving Success OnLine
Frank Trivieri, General Director of Marketing, GM Canada

Frank is a nice guy. He’s the General Director of Marketing. But he’s not a great speaker, well he’s okay, but for the first speaker of the day, he’s a little stiff. Frank glowed about the advances GM Canada is making in the online space and he showed off some of the innovative ways GM is marketing online. But I didn’t think his presentation was a real, hardhitting look at the online opportunities. It was sort of old school does old-school marketing online. Sure there’s some fun, flashy stuff, but I thought it was a bit of a yawn.

That said, I don’t want to be hard on Frank or GM because at least they are experimenting with online. “Good judgement comes from experience, experience comes from poor judgement,” as Ralph Hancox, formerly of Readers’ Digest, quipped in my MPub management courses way back when new media meant CD-ROM.

So what did I write down about what Frank said:

– GM has reduced their broadcast media budget by 20% (go deeper, I say)
– Between 2000 and 2006 GM increased their internet spend by 200% (either he’s got these numbers wrong or this is delusional excitement, only 200% ???)
– GM is interested in integrated marketing: they have banner ads on third party websites that allow the customer to interact with the banner without leaving the third party site. A user can play with a car and then send an email to themselves. Interesting idea that could be better implemented.
– GM is using in game ads — billboards that you can interact with in video games — ok, but again, could be better.
– GM launched some commercials that are meant to attract the “young, hip crowd”. These are the Johnny ads. “Way to go Johnny!” They’re kind of spoofs on Napoleon Dynamite, but in my mind they’re just annoying, whereas “Vote for Pedro” was not. My favourite quotes about this campaign, the website allows us to “interact with users in a fun, hip way.” “The target audience is made up of heavy internet users … [we] intercept them.” But I shouldn’t mock because GM is pleased with this campaign, which is a good thing. They’ve had 200,000 visitors (not clear if that’s monthly or since the site launched), who spend an average of 3.5 minutes with Johnny, and 10,000+ have gone on to find a dealership. When GM did a survey about the Johnny campaign, 74% politely said that the campaign increased their likelihood of buying Cheverolet. (I had no idea Johnny was Cheverolet, but whatever, I must not fit in the young, hip psychographic.)
– GM has an email program. They sent out 3.2 personalized emails resulting in 816 online leads.
– GM is advertising or sponsoring some news bit on bbtv (Blackberry TV).
– GM has a virtual advisor, again a campaign to use a medium and spokesperson the youth can identify with because we don’t want to approach a dealer in-store.

GM needs AdHack.com

The Bool Ends Today

On Wednesday, I posted about a bool hunt, the chance to win 6 books from Stephen King, including his latest Lisey’s Story.

So far the entries have been non-existent. Give me feedback. Does nobody like Stephen King? Did I make it too hard to enter? Did the entry not show up in your RSS reader? Should I have made it sticky so it stayed at the top? I want to do better next time so please let me know in the comments field.

And, if you’re still interested in entering, here’s the start.

Big News in Ontario: Microsoft will save us from identity fraud

The big technology news in Toronto today (where I am for a digital marketing conference) is that Microsoft has a digital identity management plan that will save us all from identify fraud.

Ann Cavoukian, the Ontario information and privacy commissioner, was just on CBC Newsworld giving an impassionated speech on the wonders of Microsoft and the 7 Laws of Identity. We must fear spam and phishing and hacking and fraud, and instead of protecting ourselves and being smart about the kind of information we willing give out, we should embrace these 7 laws and the people who will protect us. We can go on blindly through the digital day, superman Microsoft is watching our back.

Link to press release.

I like SXIP’s approach to digital identity rather than these 7 laws, but maybe I’m out to lunch. Is this a huge problem or is the perception of this problem huge?

I don’t want my identity stolen and I have sympathy for people who do fall victim to fraud and identity theft, but I also think you have to be smart about how the world works. Don’t write down your password. Don’t use the same password for everything. Don’t let other people have access to your login and password, especially for your bank. Don’t give more information than necessary.

Again, maybe I’m simplifying it. What do you think?

The Bool Begins

If you’ve been following my posts on Stephen King’s upcoming novel Lisey’s Story, then you’ll know that a bool is a treasure hunt with a prize at the end. In this case the prize is a story: a copy of the limited advance reader’s edition of Lisey’s Story (which is in stores Oct 24), plus a copy of some of his most popular book collections including: Carrie, Salemís Lot, Pet Sematary & The Shining.

In an ideal world, I would have created the bool well in advance of Oct 24 so that you could share my excitement of reading the novel before everyone else, but I hope the chance to win 6 books outweighs that.

How does this bool work? (I don’t want it to be exactly like Scott Landon’s bools because you’ll enjoy discovering how they work as you read the novel so this bool is slightly different.)

The first and last clues are identified with the word BOOL. Each clue is numbered, and the first clue will tell you how many clues there are until the end.

………………..
BOOL START (total: 4 stages, 3 clues)
#1 You’ll find me here if you want your say. (Hint below)

Hint: Check comments.

Book Review: Lisey’s Story Is One Great Bool

Stephen King has written a love story.

It’s also a story of sadness, loss and remembrance.

I started out not wanting to read the book alone and I finished wishing I was alone, instead of crying my eyes out on a plane full of people. But life is Ralph. I had the whole row to myself, every other seat was full yet none of the middles came to take my aisle seat. Such is the nonplausible reality of life, like when Ralph the dog returns home three years after he disappeared. Life is Ralph.

Ralph is only one of the little tidbits I’ve adopted from Lisey’s Story. It’s ripe with Landon-isms, maybe these are King-isms, I don’t know. But what I do know is that the narrative structure of Lisey’s Story is engaging. King switches between past and present so that you’re left all of a sudden wondering what world you are in. He makes you unease about shadows in the mirror, eating fruit after dark and basically taps into the darkest of superstitions.

Scott and Lisey Landon’s world is so well crafted in this book that it’s hard not to turn it into your own. To adopt Scott’s phrases, the same way Lisey has done. To feel like you as a reader are on a great bool hunt, you’re not just following the bool Scott has left for Lisey, you’re looking for the stations of the bool left for you by Stephen King.

You must be thinking what the smuck am I talking about?

A bool is a treasure hunt, a good joke, something fun, that ends in an RC, or a candy bar, or a story.

But Scott was a bit of a nutter himself. There are good bools, like the one he’s left for Lisey, and there are blood bools, like the ones his father introduced to him. Blood bools are bloodletting, when you cut to release the bad-gunky.

Lisey’s Story is about bools: blood bools and good bools.

But Lisey’s Story itself is a mothersmucking good bool.

And I have a bool for you, but you’ll have to wait until I set it up. Then we’ll play it. Hopefully later today or tomorrow.

Book News

Turkish author Orhan Pamuk won the Nobel Prize for literature. Last year, about this time, James and I were returning from Turkey. I had read in all my guidebooks about Orhan Pamuk and at Christmas time we bought a copy of his book Istanbul in McNally Robinson. I still haven’t had a chance to read it, but now that the Nobel Prize for his writing has renewed the controversy of whether he did or did not “insult Turkishness” with his works, it’s definitely a SoMisguided reading pick.

In other book news, I’m in Calgary for Wordfest: the Calgary/Banff International Writers Festival. I’m on a panel tomorrow talking about where the internet publishing revolution is taking us. My answer is towards an online environment that is more participatory, has a higher level of engagement than present, and is more viral. I know most of you have caught the Google bug, some of you have the YouTube bug, and others are trying to get inoculated against MySpace. [I have a great link to a MySpace rant on why the author is not blogging, especially on MySpace. Sadly I can’t find the link. Perhaps Dan has it?]

Now I must go play LEGO StarWars on my new Nintendo DS. It’s hard being a technology enthusiast. So many fun toys, so little time.

Something for Crazy

My RSS feed was not working because of my fun post on World Cup of Literary Writers. So I closed it for now. RSS seems to be working. Now we’re trying to reconnect.

… is it working …

Epic Salmon Migration

Two cool things:

1) Salmon spawning, which you’ve read about already.

2) NowPublic.com. Now Public is a participatory news network. There are a number of tools on the site that let people share news more easily, comment on things in the news, and let them add their own news stories. I’ve been reading the site for a while and recently became a member. Today I posted my first story, “Epic Salmon Migration”. Catchy title, I know. I should have got James to think of a headline.

Let me know what you think of the story, and if you have your own salmon photos, become a member of Now Public and add your photos, or comment on my story.

Lisey’s Story by Stephen King

Stephen King has never been one of my must-read authors. I generally feel that enough book buyers support Stephen King so I don’t have to. Instead I like to read the lesser-known books, the odd-ball fiction, the high-brow academic books that most people happily left behind after university.

I also tend to avoid Stephen King because he scares the crap out of me. My friend Nicole used to read parts of Tommyknockers to me on the school bus. I’d be haunted for days. Reviewers talk about the craft of Stephen King, the brilliance of his writing–I think he scares the crap out of them too.

The thing about Stephen King is that he’s a genius. I once saw him on celebrity Jeopardy and I recall Alex making a joke about whether he was going to let the other players in the game. The man knew everything. I admire a mind like a steel trap–it’s one of the many elements James brings to our relationship. He remembers the things I forget, like people’s names, places we’ve visited, the driving route to Port Moody or to IKEA in Richmond.

But lately Stephen King has been reinserting himself into my reading sphere. A couple of months ago I came across The Cell and was determined to read it. I posted about the charming Stephen King and his appearance on Amazon Fishbowl. Then I bought a cell phone and decided that my own paranoia about gas stations and cell phones (there’s a warning label on the pumps) was probably generating enough anxiety that I could pass on reading The Cell.

Then a week ago I received an advanced copy of Stephen King’s latest novel Lisey’s Story.

Lisey Debusher Landon recently lost her husband–a famous, cult author. He’s widely admired by academics and fans. Has won the National Book Prize and the Pulitzer. He too seems to have a mind like a steel trap, but his houses demons that Lisey is only just coming to understand. Lisey is a bit forgetful too. As she’s cleaning out his study, she realized that he likely told her the passwords to his computers, but it wasn’t important then so she forgot. Little moments of their relationship are like that too. The light heart–the relationship everyone sees; and the dark heart–the one even they like to ignore and forget. Lisey’s attempt to order and store her husband’s memorabilia becomes, in true Stephen King fashion, a journey to the heart of darkness.

That at least is what I gleaned from the back cover and my dip into the first few chapters.

Stephen King really is a master storyteller. His writing structure is incredibly sophisticated. What drove me mad with The Da Vinci Code was the generic, stereotypical characters and the thriller gender stereotype of plot vs. character. Also, there wasn’t really anything imaginative in the writing. The story was good and fast paced, which is what helped me plough through it. But Stephen King. He’s got flashbacks. He’s got several levels of mystery. And each page feels like a set up for something big and dark, which is lurking around the corner. He’s also got suspense and huge creep factor. This last element is why I avoid Stephen King.

I had every intention of ignoring this novel too but I thought it might be a little softer than the others. The cover copy calls it “perhaps King’s most personal and powerful novel ever … the temptations of madness, and the secret language of love.” See, seems rather charming rather than scare-the-pants-off-you.

I was also pulled in because it is an advance reader’s edition. Scribner has, for several years, not produced advances of Stephen King’s works. The reason is because advance reading copies are not for resale, they are meant to get reviewers and booksellers excited and talking about the upcoming book or ordering more copies. Basically they are the front-line buzz makers, they get the early scoop. Sometimes general public, bloggers and others loosely connected to the industry also get advances. But advances are really expensive to make, often more than the actual book. They cost more as well because they are mailed individually to people rather than via bulk shipments to stores. So I have an advance copy. I’m one of the few people in the world with a chance to read Stephen King before the rest of you. That’s pretty exciting. I’m 100 pages into the book, totally hooked but also rattled.

My new rules for Stephen King are

1. I must never read Stephen King alone.
2. I must never read Stephen King first thing when I wake up.
3. I must never read Stephen King when it is dark and rainy outside, and I’m all alone and I’ve just woken up.

I suspect also that #4 is true: I must never read Stephen King before I go to bed.

I’m going to wait until James comes home from early morning fishing and then when there is sunshine outside and lots of people coming for dinner, I will try to read a few more pages.

Thank you Stephen King for being such a creep. And thank you Scribner for tapping my pride and then punishing me with the anxiety of reading the whole book.

Lisey’s Story is available in stores October 24.

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