cluetrain plus 10: 95 bloggers. 95 theses. one day in april.

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One day in April. 95 posts on 95 blogs on the 95 theses in the cluetrain manifesto.

A few weeks ago I wrote about plans to commemorate the tenth anniversary of the cluetrain manifesto with a series of posts on my blog. But the interest from that post led to a better idea. Let’s get a bunch of bloggers together to write about the manifesto in one day in April.

I’ve already heard back from several prominent bloggers who are going to take part including Chris Brogan, Shel Holtz, Neville Hobson, Marshall Kirkpatrick, Andy Beal and Mitch Joel.

The goal is to commemorate the tenth anniversary of cluetrain, but the posts need not be fawning praise. Let’s explore each of the theses and debate how relevant they remain 10 years later. (In fact, I’ve invited John C. Dvorak to take part, who has been quite critical of what he calls the cluetrain cult.)

I don’t have a final answer yet on how many of the cluetrain authors will participate, but author Chris Locke tells me there is also a tenth anniversary edition of the book coming out in July.

Stay tuned for more information on the cluetrain plus 10 project.

Lifecasting vs. Mindcasting on Twitter

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comic1I don’t know how many times of I’ve had this conversation:

ME: Are you on Twitter?

THEM: No. I’m just n0t really interested that some guy I follow is having a tuna sandwich for lunch.

I’ve heard similar comments on podcasts like TWiT and Gillmor Gang from people who are widely viewed as celebrities in the incredibly insular fishbowl that is the social media crowd. (Many of these early deniers have since embraced Twitter and have follower counts that make mine look like a square root).

The usual response – let’s call it Twitter Key Message No. 1 – goes something like this: “Yes, but if you’re talking about what you’re having for lunch, you’re using Twitter in the wrong way. A lot of people use Twitter to just to yak about their tuna sandwich, and that’s okay I guess. But I use Twitter to talk about what I’m thinking or to share interesting blog posts or links.”

The somewhat elitist assumption in Twitter Key Message No. 1  (which I’ve been guilty of spewing from time to time) is that mindcasting is superior to lifecasting. But I no longer agree. Mindcasting is great. Mindcasting is philosophy. Mindcasting will help us resolve the pressing issues of our time like whether Twitter is the new Facebook or Facebook the new Twitter. But lifecasting is our social history. If we could access Tweets from 1,000 years ago, I would be far more interested in learning about how people spent their day (tuna sandwich) than to read endless blather about the latest parchment post.

Even today, the best Twitter posts are often the ones about people’s lives. If you haven’t been there yet, check out favrd, which ranks posts based on how many times they’ve been favourited, after filtering out all inside-the-fishbowl mindcasting (what creator Dean Allencalls the “web-strategy, social-media, online-marketing webcocks – unaware as they are of how toxic their presence is in the arenas they cannot shut up about”).

Here’s a recent example of a Tweet that got high rankings on favrd. This comes from @crispycracka of Atlanta:

Analytics project: It is possible I just messaged my professor & asked if he “wanted my Anal. now or tonight?” Did not think this through.

You don’t get gems like that in mindcasting.

Help me get the terrible Songsmith jingle out of my head

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I still can’t believe this is real.

But apparently this is an actual promotional video created by Microsoft’s research team to promote its Songsmith tool – a piece of software that creates accompaniment while you sing along. It’s so bad it’s good and I can’t get the terrible jingle out of my head.

According to the This Week in Tech (TWiT) podcast, Microsoft’s Research labs developed the Songsmith program, then created their own video to promote it. You can download the software for free trial. And many people have. Here are a couple of videos they’ve created by running actual vocals from big name artists through Songsmith. The first, for Oasis’ Wonderwall, isn’t bad. The second, for The Police’s Roxanne, is terrible.


My new gig

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rogers_logoI’ve got news.

Next week will be my last at Veritas. On February 2, I’m embarking on a new adventure as senior director of social media and digital communications at Rogers Communications. I’ll be building a new team that will develop a social media strategy for the cable, wireless and media company. It’s far too early to get into specifics, but suffice to say that I’m very excited about the challenge ahead.

At the same time, I can’t help but feeling sad about leaving Veritas. This is a tremendous organization with a terrific group of public relations and social media experts. And com.motion (the social media division I helped build and launch 14 months ago) is really starting to take off, as witnessed by our recent expansion into the United States. There are a ton of cool social media campaigns in com.motion’s pipeline and I look forward to seeing them break over the next few months.

So a fond farewell to my friends at Veritas/com.motion and an enthusiastic hello to my new colleagues at Rogers.

Sage advice from Bush daughters

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bush-twinsWho would have thought that on the day of Barack Obama’s inauguration, the most eloquent words would come from the Bush camp?

In an open letter published yesterday in the Wall Street Journal, Jenna and Barbara Bush offered their advice to Obama’s children Sasha and Malia. In addition to offering tips like having fun by sliding down the banister in the White House solarium and making sure to go to a Yankees game when dad throws out the first pitch, the twins offered some sage advice on how to handle the personal toll of having a father in the world’s biggest spotlight.

Our dad, like yours, is a man of great integrity and love; a man who always put us first. We still see him now as we did when we were seven: as our loving daddy. Our Dad, who read to us nightly, taught us how to score tedious baseball games. He is our father, not the sketch in a paper or part of a skit on TV. Many people will think they know him, but they have no idea how he felt the day you were born, the pride he felt on your first day of school, or how much you both love being his daughters. So here is our most important piece of advice: remember who your dad really is.

Their letter actually made me a little teary as I read it during this morning’s subway commute. I like that the letter is generous and gracious and shows that the Bush daughters have no malice towards Obama. But it’s also a personal reminder that no matter the pressures, expectations and excitement of work, my most important job in the world is to be daddy to my two beautiful little boys.

Celebrate inauguration day with a Brazilian wax!

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bush2Here’s a clever promotion from Toronto salon and spa Ritual.

The “Bye Bye Bush” promotion offers 20% off Brazilian waxes tomorrow only. It’s a way Canadians can get in on the fun and bid riddance to unwanted bushes (Bushes?) of all types.

The Huffington Post reported Friday on a similar promotion in NYC. Townhouse Spa and Beauty Bar in Manhattan is offering 40 per cent off bikini or Brazilian waxes. “This may be the first good thing that Bush has done for women in 8 years,” The Huffington Post writes.

Spreading com.motion south

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commotion1Big news this week from com.motion. As many of you know, I joined Veritas Communications in 2007 to build and launch a social media division. Year one has been a great success with a portfolio of cool projects for an impressive roster of clients including Staples, NutriSystem, Trojan Condoms, Genworth Financial, Hungry-Man and Boomerang Tracking. I couldn’t be more proud of my team.

This week, we took com.motion to the next level with the launch of com.motion south of the border. Darren Kelly, a social media veteran from Collective Intellect, joins us to run the US division. Welcome to the team Darren. To see Darren’s take on cross-border social media in a global world, read his blog post on com.motionblog.ca

Newspapers need to get social or die

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globeMy heart goes out to my former colleagues at the Globe and Mail today. The newspaper announced that it needs to cut its workforce by about 10 per cent, cutting 80 to 90 jobs from its 800-person staff. Roughly half will come from the editorial department.

The immediate impact on employees may not be quite as drastic as it sounds. The unionized Globe must offer buyout packages before it lays anyone off and there will be a plenty of journalists who will jump at the chance to retire early with incentive.

But the layoffs underscore the precarious state of the newspaper industry. The Globe says advertising revenue will drop by $40-million this year. The immediate challenge is the state of the economy. But the more important questions are A) whether this revenue will come back when the economy rebounds and B) whether millennials (those born between 1980 and 1995) will ever even want to read a newspaper.

Until recently, I believed that newspapers (the dead-tree variety) would live on for a long time. I’m no longer so sure. We’ll always need journalists, but we may not always want newspapers. An article in the latest issue of The Atlantic argues that newsprint could become extinct much more quickly than expected, asking: “what if The New York Times goes out of business — like, this May?” The article quotes a December report from Fitch Ratings Service, which monitors the health of media companies:

“Fitch believes more newspapers and news­paper groups will default, be shut down and be liquidated in 2009 and several cities could go without a daily print newspaper by 2010.”

The newspaper industry today is about where the music industry was 10 years ago. And we know how that worked out. Here’s the problem: Newspapers think they’ve adapted because they’ve put their content online and introduced some basic social media tools. But putting the same old content on a new medium isn’t enough. Plenty more needs to be done. 2009 is the year newspapers need to get social or die.

Social media marketing turns 10

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clueThe rather clumsy Wikipedia entry for social media doesn’t provide a date for the birth of the idea, but 1999 is as good a year as any.

That’s the year that Chris Locke, Doc Searls, David Weinberger and Rick Levine published 95 theses that they called the cluetrain manifesto, an outline of how they felt businesses needed to change in a wired world. Ten years later, these theses remain simple, elegant, profound and extremely relevant. When I’m teaching marketers about the philosophy behind social media, I often point to the manifesto and witness my clients as they experience their own little social media epiphany, the way so many others did 10 years ago, around the same time as Seinfeld aired its season finale.

The world has changed immensely over the past decade, especially the online world. But cluetrain remains relevant. In the leadup to the 10 year anniversary of cluetrain this April, I’m going to devote a few posts to the manifesto and how it applies in today’s world.

I’ll leave you with the paragraph that sums up the cluetrain philosophy:

“A powerful global conversation has begun. Through the Internet, people are discovering and inventing new ways to share relevant knowledge with blinding speed. As a direct result, markets are getting smarter—and getting smarter faster than most companies.”

My new blog home

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hard-sellI’ve been blogging for two and a half years. First here. Then here. But mostly here.

A few weeks back I set up this new blog with the vanity URL, imported some of the posts from com.motion blog and then ignored it. That’s about to change. This is going to become my primary blog and posts are going to become more frequent.

Welcome to new readers and welcome back to those who have followed me since I started my dispatches from Cannes in 2006.

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