First off, I’d like to thank Ian for allowing Nick and myself to have the opportunity to write for his blog and let us loose on you. I liken it to a house party when the parents leave town. Hopefully we leave the blog unscathed and not like what this kid did.

I’ve talked about a range of topics this week all centering on social networks at some degree. My last post of the week speaks to this once more and harkens back to the essence of why I’m in this biz. At my source as creative and as a designer is one of the first things I learned. That being typography. And with that was exposure to Helvetica.



We’ve all seen it thousands upon thousands of times in our lives, most of us without even knowing. It recently celebrated it’s 50th birthday and some consider it a perfect font. Gary Hustwit did a phenomenal documentary on Helvetica, interviewing some of the best in the industry and it’s impact on not only design, but the world.

It’s considered a social font. Designed to be a part of the fabric of our everyday life and to make communication easier. It’s easily adapted to what we need and used to depict any aspect in the environment around us. From warnings to welcomes, exciting news to legalese. Where is it tougher to find? Online. Arial is Microsoft’s attempt at Helvetica as a screen font (and print as well,) but it doesn’t quite have the elegance of Helvetica.

For a font to still be in use and to the extent it is after 50 years is an amazing feat. Will the online space have something as socially relevant as this in 50 years? Will there even be the internet in 50 years? The online landscape changes constantly and continues to redefine itself. It’d be amazing to to know the social networks and habits we are developing now will create the societies of the future and maintain a relevancy throughout history. Something as simple as a font changed aspects of communication and connection. This arena of new media is doing so as well.

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I recently read the book Breaking Open The Head by Daniel Pinchbeck on a recommendation and was very intrigued by the connection of the internet to shamanistic ideas.

One particular passage talks about the Burning Man festival which takes place in the Black Rock Desert of Nevada at the end of August.

“The rapid growth of the festival and it’s flawless self-organizing structure are direct products of the Internet. Among the attendants at Burning Man can be found a tremendous brain trust of scientists and technicians, Silicon Valley Engineers and CEOs… Briefly escaping corporate jobs or university labs, they find release in flaunting their tools before a live and jubilant audience. “Black Rock City shows it’s possible to create a society based on play,” said Russel Wilcox.

In reading that so many internet associated people attend such events, one can see how and why the idea of the online social network was born. The ideals of current online social networks are found and inspired through these real-world settings. Life imitating art imitating life to a point. Can the online space replace the human connection of a face-to-face conversation? Probably not. But that’s where the challenge lies in gaining a connection where LOL and emoticons truly emote.

As the real world and these events foster “mind altering” and “mind expanding” through a variety of methods and, yes, substances, the online space is a prime inducer of opening the mind. Granted, watching too many YouTube videos has the opposite effect, but as a whole the internet is many people’s drug of choice through its vast landscape of content. I doubt the military saw the internet having this effect to such a social level.

Social networking takes us to these alternate realities. It lets users take on any persona they wish. It let’s people connect with those familiar and close to them as well as complete strangers. It’s an out-of-body experience. These crossovers from the physical space into the online space is where Web 3.0 is being born. Content generation with social interaction that explore connections in an alternate plane.

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This post summarizes an ongoing conversation I’ve had over the past couple years with Brendan Light, SVP Research and Development at Buzzback Market Research: a super smart guy at a super smart company.

The Internet. It happened fast. One day, I was a high school, checking out images of college campuses on CD-ROM, the next, I was emailing from a “terminal” in my college library. The transition from analog to optical media-based digital content to Web-based content happened in a heartbeat and big business (and subsequently, big advertising agencies) had to adapt…fast.

So what happened? Everyone reacted instinctively and created an advertising convergence culture…and I don’t mean this in the good, Henry Jenkins way. This was more a convergence of media aesthetics–the creative executions that populated the Web evoked familiar print and TV advertising styles. Even digital DM and CRM programs were really just ports of their offline brethren–not systems reconfigured to take advantage of interactivity. At the time, it was more important that clients and consumers wrap their heads around the medium in a way that was familiar. There’s a silly phrase: “we only use 10% of our brains.” Well, we marketers (and our clients and consumers) have only been using about 2% of the Internet. It’s nobody fault, really; no clients (or consumers) were really prepared for the power of this fully operational battle station. What’s sad is, since the advent of online channel, nothing much has changed. Online Advertising still rarely equates to Interactive Marketing. Digital, it turns out really just means not analog.

But, as the search for engagement valuation continues, there could be a way for agencies and brands to work together to create a different kind of value system redefining, or at least taking some of the pressure off of the idea of “engagement”. To do it, we have to up the ante: it’s time to define and differentiate Interactive Marketing from Online Advertising.

How? When? Where? Whaaaaa?

The onset of the Semantic Web means more powerful targeting. Targeting that could get very close to simulating an online, controlled research panel. Tools like Buzzback’s suite of creative research applications (or ones like them) could provide back-end qualitative and quantitative analysis, as well as a flexible creative platform that will allow individual advertising executions to double as learning labs for valuable market research.

A new form of compelling interactive units would be more dynamic, always morphing and relating to user interaction on a collective and individual basis. Because the creative is more responsive, interaction rates would increase and clients would receive new types of valuable data that’s far more actionable than what they’re getting today (think about it: in addition to today’s conventional tactics, these high-powered units could inform product designs…or anything else a client would usually get from a focus group).

This approach could help close the gap between what’s measurable and what’s actionable for our clients, increasing the value of the creative and the placements.

Some people might scream, “you’ve got your chocolate in my peanut butter!” but the combination of creative advertising and market research could be the most powerful and most valuable convergence we’ll see.

What would it take?

1) A Reality check. Focus groups and surveys are dying. Research companies need to upgrade their approach and enroll their clients in this shift. I expect it would also take independent research companies and creative shops buddying up. If either expect to be successful without the other, they’re mistaken (unless they can spend lots of time and money building a best-class department).

2) Pliability. Clients and agencies need to develop more flexible strategic plans…or develop them more frequently. Part of what makes this model so interesting is how actionable it is…but agencies can’t do anything if they’re constricted by a plan that’s 6 months old. There’s really no way to predict where a conversation with consumers will go…and the most valuable reactions will be in response to the most current consumer activity. So the way most plans and spending forecasts are developed today, they probably couldn’t support this system well enough to extract the value.

3) A Breakout Hit. Money is money is money. How many times did clients ask for Subservient Chicken (without any idea how many chicken sandwiches it sold). Even though this new hybrid model would be more efficient for clients, engaging for consumers and flexible for agencies, it better not taste like medicine. A great execution for a popular brand that yields amazing results (anecdotally as well as statistically) will help this become reality. How do we increase the chances of that happening? Simple. Make sure that all your online advertising ideas are embedded with interactive marketing smarts.

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MIT’s Technology Review just published it’s list of 10 Emerging Technologies for 2008. The one piece that resonated with me is Sandy Pentland’s exploration into Reality Mining especially in relation to social networking, new media and interactive.

Reality mining “is all about paying attention to patterns in life and using that information to help [with] things like setting privacy patterns, sharing things with people, notifying people–basically, to help you live your life.”

This becomes a hot topic for a few reasons. First and foremost is, once again, privacy issues. Data capture is part of our daily lives – credit card usage, cookies on sites, social network profiles, company swipe cards – and as technology continues to slowly infiltrate more of our lives, we become more tolerant and accepting of what information is divulged and distributed. Everyone has see the movies with the FBI trying to trace the criminals phone call with the criminal hanging up just before being caught. However, most people don’t think about that even with mobile phones being on all the time A simple Google search on his/her name would surprise a lot of people.

Reality Mining has been a reality for years. And as mobile phones become more prevalent with WI-FI, Bluetooth and GPS-type systems (ala iPhone,) in addition to the laptops we carry around and use, the continual social network is our daily life. And as mobile technology advances, our blip on the grid becomes more prominent. The Human Cyborg ideal continues to press forward. Professor Kevin Warwick first started research into this in 1998 by planting microchips in his arm for recognition of systems in his lab.

The major benefit of Reality Mining is from an anthropological standpoint. How people interact, where they are and when they are. Tying this information into disease outbreaks, advertising models (when a person sees an ad, what do they do right afterwards?) and general healthcare and “human maintenance.” Smartex in Italy is working on clothing that does just that.

It’s a bit of the God factor (being omnipotent and omniscient) that is also fascinating. Knowing where your friends are at any time, knowing what they’re doing, where to get the food your phone knows your craving. It’s bringing the idea of Facebook, Google Maps, Dodgeball and other sites into the physical space. The ultimate social network. Maybe even a step closer to SkyNet.

Real-time in real-time. Very meta.

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A fellow co-worker and myself were discussing various social aspects and the new trend of how people use space. As in, where they spend most of their time. The topic was very interesting where we initially narrowed it down into three areas. Home, work and the ThirdSpace (or Being Space as TrendWatching points out)

commercial living-room-like settings, where catering and entertainment aren’t just the main attraction, but are there to facilitate small office/living room activities like watching a movie, reading a book, meeting friends and colleagues, or doing your admin.

BEING SPACES charge us for eating, drinking, playing, listening, surfing, working, or meeting, just as we would at home or in the office, while successfully reintegrating us into city life 

An all too common example is the way Starbucks has made the coffeeshop into a living room type setting.

I also believe that in addition to these three spaces, there is a 4thSpace - online and social networks. A place where people go as a virtual home, from their landing page on Facebook to iGoogle. People dwell in one or two of these spaces at any one time. Usually one is physical with the second being virtual (ex: sitting at home playing Xbox Live, in Starbucks surfing Facebook, etc.)

The Four Spaces
1 - Home
2 - Work/Office
3 - Being Space (Starbucks, Borders Books, Panera Bread)
4 - Virtual Space (Facebook, iGoogle, MySpace) 

The intriguing aspect of 4thSpace is that it continues to exist without us after we place our identity into that realm. With MySpace, there are pages of deceased members that still garner visits and posted comments. So much so in fact that those that have passed now warrant their own sites like MyDeathSpace.com. The virtual identity becomes, or takes the place of, a real presence. Granted, social networks also allow users to be someone (or something) other than themselves, but the 4thSpace allows comfort in a setting where the other three spaces may not.

People unfamiliar, and even the familiar, become known by their page or avatar. Xbox Live, Facebook or when SecondLife was viable allows users to drop in for a visit and say hello. No one home? Leave a message and they’ll get back to you.

It’s a fascinating topic that is vast in it’s research potential, especially with user trends and emerging technologies with the additional social aspects and implications. As we get drawn into The Matrix a bit more, it’ll be nice to know how cozy it will be. Or when a Starbucks opens a Starbucks in it. Trust me, NYC is close already.

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The Idea Well—sometimes it runneth dry. All Creative Service employees know about brain drought. Even worse, it’s contagious and can stop a pitch or project dead in its tracks. The usually panacea? Ping-pong tables, CommArts books and TheFWA.com. There’s gotta be a better way! Well, if brain drought’s the poison, I’ve got the remedy.

Story Games

A couple years ago, I discovered a Story Games creative community. Story Games is a sort of synonym for indie, pen and paper RPGs. Unlike earlier RPGs (D&D-type stuff) there’s generally a lot less number crunching. In these games, the mechanics are designed to expedite the storytelling. Plus, you’ll find games with all sorts of awesome and original concepts that extend beyond fantasy, from dating to show biz development. What’s great is that each one has a unique, intuitive system (engine, in tech parlance) for narrative progression, collaboration and/or competition—essentially dialogue and interactivity.

Hmmm, dialogue and interactivity increase engagement, promote co-authorship and build narrative. That sounds really familiar…like from every client brief written in the last two years!

Not sold?

Here are 5 reasons why your Creative Department should be playing Story Games:

1) They Keep You Together. Story Games promote the collaborative development of big, relatable, compelling ideas that work for everybody…no hobby horses allowed.

2) They Keep You Honest. The mechanics that power these games are basic and elegant. Usually just poker chips, a traditional card deck or simple custom tokens. As creatives and technologists we sometimes forget that emotionally compelling interactive experiences don’t require wizbangery.

3) They Keep You in Shape. Been working for one brand or on one project for a few weeks or months? Story Games keep brainstorming muscle fit, even if it’ll be another month before you can come up for air.

4) They Keep You in the Spotlight. No hiding in the corner, resting on the laurels of AS3 skills. If somebody is gun shy (or lazy) about ideation they can’t run away in a Story Game. If they do, the experience is compromised. However, as long as everybody is onboard, the engine will work and ideation and presentation skills will evolve.

5) They Keep You Sane. In reality, these games are like narrative karaoke. They’re fun, fast and everybody gets to shine. Most importantly, they’re not work…but they’ll make you better at your job.

A Final Note:

Ian and company are going to resolve the engagement debate soon. However the measurement system nets out, the numbers are going to favor the executions that tell the best stories.

Designers of My Favorite Story Games

Jason Morningstar (The Shab al-Hiri Roach)
Jared Sorensen (InSpectres)
Matt Wilson (Primetime Adventures)
Emily Care Boss (Breaking the Ice)

I also recommend game designer Ron Edwards seminal essay, “System Does Matter”. (more…)

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The rate of innovation is blinding if you stop and look at it. The problem is, in the ad industry, we spend too much time catching up to consumer behavior rather than getting out ahead of it. In my latest column for ClickZ, I talk a bit about rates of innovation, and a couple of things you can do to really be innovative — not just say you are in a PowerPoint presentation.

Read it by clicking here.

Here’s an excerpt:

If you’re unfamiliar with Moore’s Law, get acquainted.

Moore’s Law states that the number of transistors that can be inexpensively placed on an integrated circuit increases exponentially, doubling approximately every two years.

How about Gilder’s Law?

Gilder’s Law, advanced by author George Gilder, states bandwidth grows at least three times faster than computer processing power. While computer processing power doubles approximately every two years (Moore’s Law), communications power (or at least its potential) doubles every six months.

Does your head hurt yet? If computer processing power increases at an exponential rate, and bandwidth potential increases even more exponentially, how do you ensure that your advertising sees what’s behind the technological corner before your consumers do?

Today, some large companies, mostly technology vendors, are reeling in Six Sigma practices and focusing more on innovation. While I wholeheartedly endorse measurement, optimization, tracking, and research practices for online advertising, nothing is as important in the long run as technology innovations.

Think of it this way. You didn’t know Facebook existed 18 months ago. The iPhone was just a rumor 12 months ago. Things change so fast, a 25-year-old and 16-year-old likely have dissimilar online behaviors.

So what are you going to do about that, Mr. Advertiser or Monsieur Agency? What are you doing about that right now?

Here are three rules of thumb to ensure that you’re not falling behind and not only succeeding today, but walking down the road ahead.

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This gallery is amazing…filled with images of Polish interpretations of movie posters, many of them American.

It would be nice to see some of these in the U.S.

This is one of my favorites:

Thanks Drawn.

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