Paul Gillin - Bookmarks

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Online Reviewers Driven Mostly by Altruism, CMOs Need Not Fear WOM - MarketingVOX

Tags: research, social_networks on 2008-10-11 -All Annotations (1) -About

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A fundamental way newspaper sites need to change | Holovaty.com

Tags: no_tag on 2008-10-09 and saved by12 people -All Annotations (7) -About

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Newspapers need to stop the story-centric worldview.
But what I really want to be able to do is explore the raw facts of that story, one by one, with layers of attribution, and an infrastructure for comparing the details of the fire -- date, time, place, victims, fire station number, distance from fire department, names and years experience of firemen on the scene, time it took for firemen to arrive -- with the details of previous fires. And subsequent fires, whenever they happen.
Journalists should have less of a concern of what is and isn't "journalism," and more of a concern for important, focused information that is useful to people's lives and helps them understand the world.
Just about every newspaper Web site content-management system I've ever seen is unabashedly story-centric. Want to post event calendar information into your news-site CMS? Post it as a "news article" object. Want to publish listings of recent crimes in your town? It goes in as a "news article."
Each recurring newspaper feature was posted as a "news article," regardless of whether it actually was a news article -- simply because that's all the content-management system knew how to do.
If all of your information is stored in the same "news article" bucket, you can't easily pull out just the crimes and plot them on a map of the city. You can't easily grab the events to create an event calendar. You end up settling on the least common denominator: a Web site that knows how to display one type of content, a big blob of text. That Web site cannot do the cool things that readers are beginning to expect.
We created a page for every little-league team and every little-league game, and when it came time to create the game pages, one of us said, "You know, these games tend to rain out a lot. It'd be really cool if we could somehow display the weather forecast for each game." And, boom! One of us realized that we already had weather forecast data, in nice, sliceable-and-diceable format, thanks to our database populated by the weathermen. Ten minutes later, our little-league pages displayed weather forecasts. Serendipity.

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Digg’s Recent Bans and the Limits of Crowdsourcing - Mashable

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Springboard from mortarboard to onboard

Tags: NIreviews on 2008-10-08 -All Annotations (1) -About

in list: New Influencer Reviews

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Book Review: "The New Influencers: A Marketer's Guide to the New Social Media" - Media Bullseye

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Having a plan (or at least a theme) to make networking work

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more fromblog.davewrites.com

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Driving Your Company's Value: The New Influencers

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more fromwww.drivingvalue.com

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Social Media 3: Become A New Influencer

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Hayden Sutherland, Press 2.0 - Communications in a digital world: The New Influencers - Part 2

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more frompress20.blogspot.com

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I Completed My Homework, Dale Stinton, NAR Wisdom

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more fromwww.narwisdom.com

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Joho the Blog » Paul Gillin’s marketing book up in draft

Paul Gillin has posted draft chapters of his new book, Secrets of Social Marketing, for our enjoyment and, more important, our commentary. I haven’t taken a look at them yet, but I like to see people practicing what they preach, and Paul’s The New Influencers was good.

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Musings on Technology, PR, Politics and Spirit: How Good is Your Blog

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Market View: The new influencers

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The New Influencers « Leading Results Rambling & Rants

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Joe Flood

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Millennial Marketing: Millennial Marketing: Fun and Games

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Millennial Marketing: Millennials: A Product of their Upbringing?

Tags: geny on 2008-10-06 -All Annotations (2) -About

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MediaPost Publications - The Future Of Media Round Table - 09/15/2008

Tags: no_tag on 2008-09-22 -All Annotations (11) -About

more fromwww.mediapost.com

Circulation at the healthy magazine companies that produce real, viable consumer publications and focus on their audience remains high. It's not growing, it's flat, but it's high. There's not a big circulation challenge with the big consumer magazines.
We're increasingly moving to buy audiences, not content. We're increasingly looking for people who can put their content in a way that we can target the audience within the content so that it works.
Therefore, our rate base was increased twice in the last year, which doesn't happen very often in magazines. Our published ad rates have gone up significantly each year, as everyone's have, but our realized ad rates have gone up every year for the past - well, for as long as anyone can remember. Why is that? It's because we win a certain type of audience.
Suddenly, the kinds of things marketers need to do are much closer to public relations than to advertising, because people don't want these intrinsic messages, even if they're insinuated.
Historically, in the media business, scale has always been a good thing. Now, in some ways, scale is still a good thing, but in many ways it's our enemy. And it's an enemy in a number of ways: most of all, the innovation that you can generate from within a big organization. It is almost impossible to change human behavior. And when someone drives us to the top of the big company with a team of management, it's very hard for them to incorporate new ideas. I think that this is the best time ever to be starting new media properties, and as the systems get better, those people will be able to tap into the business models that were once exclusively reserved for us.
It teaches English as a second language. It takes news, music videos, clips from shows and translates them automatically right on the screen, and the user learns languages that way. It's done in Chinese, it's done in Japanese, it's done in Spanish, as the main languages. It's only been in existence for about nine months. It's aggregated huge audiences around the world. What's happening is that the audience now is translating and putting content up with their own videos. So you have citizen journalism, you have education, you have video. You have worldwide reach, and that is something that you'd love to get to. That's what's happening.
User-generated content is people "expressing themselves," but a lot of what's happening now is users' data is being generated by their activities. There's now a site called Wesabe, and another one called Mint, where people share anonymously [their financial information]. How much do normal people spend on groceries versus hotels? What's the average price of a meal? This information is fascinating. It's like a mirror. People are much more interested in the mirror than in the finest painting in the world. The sharing of this information and the technologies let people compare it to their own behavior - and occasionally invite vendors in to help them make better purchases, to help them find the stuff that they would really like to see.
I now have the tools to figure out whether you really are giving me a better deal, because if you try to give me a worse deal, the Mint analysis tools are going to show I'm actually paying a higher percentage rate. So it's going to force vendors to offer better deals.
I want it filtered. I want fewer magazine articles. I want fewer magazines. I don't want 500 channels. I think that we are getting to a point of eclipsing and exploding how much a human being can absorb and process.
I do think that less is more, and we, as the intelligentsia of a certain world and of a certain age, have to help streamline, and that's going to be the newest innovation.
I think content is one byproduct of the whole thing, and I think the media, itself, is completely irrelevant and if we cling to it in any way, we're wasting them.

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Costs, Regulation and a Touch of Corporate Responsibility Put More Green into IT - Knowledge@Wharton

Tags: innovation on 2008-09-05 -All Annotations (3) -About

more fromknowledge.wharton.upenn.edu

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A game of hide and seek -for big kids - Cornwall Standard Freeholder - Ontario, CA

Tags: geocaching, secrets on 2008-08-27 -All Annotations (0) -About

more fromwww.standard-freeholder.com

Paul Gillin's Bookmarks

Online Reviewers Driven Mostly by Altruism, CMOs Need Not Fear WOM - MarketingVOX

A fundamental way newspaper sites need to change | Holovaty.com

Digg’s Recent Bans and the Limits of Crowdsourcing - Mashable

Springboard from mortarboard to onboard

Book Review: "The New Influencers: A Marketer's Guide to the New Social Media" - Media Bullseye

Having a plan (or at least a theme) to make networking work

Driving Your Company's Value: The New Influencers

Social Media 3: Become A New Influencer

Hayden Sutherland, Press 2.0 - Communications in a digital world: The New Influencers - Part 2

I Completed My Homework, Dale Stinton, NAR Wisdom

Joho the Blog » Paul Gillin’s marketing book up in draft

Musings on Technology, PR, Politics and Spirit: How Good is Your Blog

Market View: The new influencers

The New Influencers « Leading Results Rambling & Rants

Joe Flood

Millennial Marketing: Millennial Marketing: Fun and Games

Millennial Marketing: Millennials: A Product of their Upbringing?

MediaPost Publications - The Future Of Media Round Table - 09/15/2008

Costs, Regulation and a Touch of Corporate Responsibility Put More Green into IT - Knowledge@Wharton

A game of hide and seek -for big kids - Cornwall Standard Freeholder - Ontario, CA

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