Posts filed under ‘engagement’

sometimes the obvious works

Adidas Jersey Switch- US Rugby @ Rugby World Cup, New Zealand 2011.

Absolutely genius ad for Rugby WC 2011, Adidas, US Rugby and, frankly, for getting the female and gay male demographic.  Maybe Adidas has been paying close attention to Bravo’s rather clever strategy.

Advertisements

2010/07/06 at 14:39 Leave a comment

transmedia, multimedia, transmodal, multimodal, what defines true interactive digital edutech?

Inspired by an entry by Kelli McGraw, Defining ‘multimodal’ on her blog, the folks over at Inanimate Alice’s educational blog decided to highlight the semantic morass in which Ms. McGraw and her fellow educators in Australia find them selves.

Australia and New Zealand’s official educational bodies and institutions have been early adapters and adopters of digital media in education- both teaching it, as well as making it a tool.  As these types of resources evolve, engaging existing and new curricula, and well as the platforms, hardware, connectivity and interactivity expand, the terms to describe these phenomena have become even more diverse than the subject itself.

We follow these subjects on twitter, Buzz, WordPress, LinkedIn, Google, Educational and ICT sites, but how do we know what we’re missing?  Is it #edtech #edutech #e-books #ICTeducation #transmedia #multimedia #transmodal #multimodal #newmediaed #education2.0…. the list is very, very long.

The environment, the culture, the technology and global adoption of this revolution is happening so quickly and in as many ways as the imagination of the students it is intended to engage.  The question is: do we need common terms?  Is that limiting or part of the ‘content curation’ movement?  Who makes that decision and what do each of these terms mean to all the different people involved- from grade 5 language students in Melbourne to Ministers of Education in the European Union?

Inanimate Alice is a fantastic springboard to solicit input and begin dialogue by its very existence and unique morphology.  So, we ask you to look at Kelli’s post about Australian curriculum, titles and the confusion created, the article by the Inanimate Alice teachers and supporters highlighting the semantic aspect of Kelli’s article.

Then, please, weight in.  What, exactly, are we talking about?  In an increasingly small world and stronger global community- how do we speak the same language?

Kelli McGraw: sharing resources, inviting conversations

iTeach: Inanimate Alice blog

2010/05/13 at 01:30 Leave a comment

The technology is great, but the content is the key: are there publishers out there determined to use i-education as a base for maximum distribution?

Content is universal, or can be- there are price or border or language barriers for a good story and what we can learn from it.  The increasing use of technology in teaching both current and future educators, as well as students themselves, is obviously inevitable as Technology (all of it) evolves.  It is engaging and allows for more personal, adaptable and variable than traditional static media.

It seems the next challenge is how to level the playing field- all of these apps require devices and devices cost money, which the majority of the world’s schools are unable to afford.  Then there are the splintering and stratifying of content with exclusives and format preclusion for certain devices.

Dennis Duffy may have been onto something when he said “technology is cyclical….”  I think the more accurate statement would be “the advent of new technology inspires and pushes the evolution of existing technologies.”  Into this last category, I would most certainly include the good “old-fashioned” paper-based book.  The framework and methodology that eLearning brings to the world can guide the (r)evolution of existing educational models.

Some insight into mobile education via Fast Company follows.

The $64 million dollar question is: who are the educational publishers progressive and daring enough to look back and forward to make the absolute best and most accessible, successful eLearning titles?

A Is for App: How Smartphones, Handheld Computers Sparked an Educational Revolution

By: Anya KamenetzApril 1, 2010

Kids, education, applications, technologyFrom Left: Angel Taylor, 6, Jose Becerra, 7, and Julissa Munoz, 6. | Photograph by Danielle Levitt

As smartphones and handheld computers move into classrooms worldwide, we may be witnessing the start of an educational revolution. How technology could unleash childhood creativity — and transform the role of the teacher.

Related Content

Gemma and Eliana Singer are big iPhone fans. They love to explore the latest games, flip through photos, and watch YouTube videos while waiting at a restaurant, having their hair done, or between ballet and French lessons. But the Manhattan twins don’t yet have their own phones, which is good, since they probably wouldn’t be able to manage the monthly data plan: In November, they turned 3.

When the Singer sisters were just 6 months old, they already preferred cell phones to almost any other toy, recalls their mom, Fiona Aboud Singer: “They loved to push the buttons and see it light up.” The girls knew most of the alphabet by 18 months and are now starting to read, partly thanks to an iPhone app called First Words, which lets them move tiles along the screen to spell c-o-w and d-o-g. They sing along with the Old MacDonald app too, where they can move a bug-eyed cartoon sheep or rooster inside a corral, and they borrow Mom’s tablet computer and photo-editing software for a 21st-century version of finger painting. “They just don’t have that barrier that technology is hard or that they can’t figure it out,” Singer says.

Gemma and Eliana belong to a generation that has never known a world without ubiquitous handheld and networked technology. American children now spend 7.5 hours a day absorbing and creating media — as much time as they spend in school. Even more remarkably, they multitask across screens to cram 11 hours of content into those 7.5 hours. More and more of these activities are happening on smartphones equipped with audio, video, SMS, and hundreds of thousands of apps.

The new connectedness isn’t just for the rich. Mobile adoption is happening faster worldwide than that of color TV a half-century ago. Mobile-phone subscribers are expected to hit 5 billion during 2010; more than 2 billion of those live in developing countries, with the fastest growth in Africa. Mobile broadband is forecast to top access from desktop computers within five years.

As with television, many people are wondering about the new technology’s effect on children. “The TV set was pretty much a damned medium back in the ’60s,” says Gary Knell, CEO of Sesame Workshop. But where others railed against the “vast wasteland,” Sesame Street founders Joan Ganz Cooney and Lloyd Morrisett saw a new kind of teacher. “They said, Why don’t we use it to teach kids letters and numbers and get them ready for school?” Sesame Street, from its 1969 debut, changed the prevailing mind-set about a new technology’s potential. With its diverse cast and stoop-side urban setting, the show was aimed especially at giving poor kids a head start on education.

Today, handheld and networked devices are at the same turning point, with an important difference: They are tools for expression and connection, not just passive absorption. “You put a kid in front of a TV, they veg out,” says Andrew Shalit, creator of the First Words app and father of a toddler son. “With an iPhone app, the opposite is true. They’re figuring out puzzles, moving things around using fine motor skills. What we try to do with the game is create a very simple universe with simple rules that kids can explore.”

For children born in the past decade, the transformative potential of these new universes is just beginning to be felt. New studies and pilot projects show smartphones can actually make kids smarter. And as the search intensifies for technological solutions to the nation’s and the world’s education woes — “Breakthrough Learning in a Digital Age,” as the title of a summit at Google HQ last fall had it — growing sums of money are flowing into the sector. The U.S. Department of Education has earmarked $5 billion in competitive school-reform grants to scale up pilot programs and evaluate best practices of all kinds. Major foundations are specifically zeroing in on handhelds for preschool and the primary grades. “Young kids and multisensor-touch computing are a huge area of innovation,” says Phoenix Wang, the head of a startup philanthropic venture fund called Startl — funded by the Gates, MacArthur, and Hewlett foundations — that’s entirely focused on educational investing. Google, Nokia, Palm, and Sony have all supplied handheld devices for teaching. Thousands of new mobiles — not just smartphones but also ever-shrinking computers — have come into use at schools in the United States and around the world just in the past year.

Angel Taylor, Jose Becerra, Julissa Muñoz
Photograph by Danielle Levitt
Angel Taylor, Jose Becerra, Julissa Muñoz (Click for slideshow)

Permalink to article

Permalink to slideshow

2010/03/26 at 22:04 Leave a comment

Listen up, retailers: brands DO matter.

The resurgence of Trademarks and brand names as drivers (rather than set price points): another sign recession receding.

From The Street.com

Retailers Get Push-Back as Brands Disappear

by Jason Notte
Saturday, March 20, 2010
provided byTheStreet.com

As evidenced by Wal-Mart’s (WMT) attempt to streamline its shelf space, even garbage inspires brand loyalty among American consumers.

Earlier this month, Wal-Mart returned Clorox’s (CLX) Glad bags and Pactiv’s (PTV) Hefty bags to its shelves after cutting them in February and carrying only S.C. Johnson and Sons’ Ziploc bags and its Great Value in-house brand. Wal-Mart says the Hefty and Glad bags and hundreds of other items were taken out of the mix as part of a remodeling effort, but the retailer replaced them when it became clear it wasn’t losing only a $4.99 single-item sale, but entire shopping excursions by people seeking specific brands.

“What we found is that you can discontinue items that don’t sell but get you a trip,” said Bill Simon, Wal-Mart’s executive vice president and chief operating officer, at the Bank of America Merrill Lynch Consumer Conference last week. “So, we’ve been through the business and put 300 or so of those items back into the stores that were removed. We believe that that’s going to solve some of those issues.”

Other retailers including the SuperValu chain and CVS Caremark (CVS) are pushing ahead and slimming their selection of stock-keeping units. Wal-Mart’s recent retreat may not be enough to mollify manufacturers from Pepsi (PEP) to Kimberly-Clark (KMB), who have the most to lose when stores slash SKUs.

“They would have to be nervous about it,” says Susan Reda, editor of STORES Magazine, which is published by the National Retail Federation. “It’s the manufacturer that has more to lose, and if you’re not a tier 1 or tier 2 company, you’re in a dicey state.”

One of the ripple effects of the economic recession was an almost industry-wide reduction of retail inventory. Wal-Mart, for example, trimmed its U.S. inventory by more than 7.5% last year, in part, to prevent the overstock and price plunges that punished the sector in late 2008. The result for manufacturers varied as widely as their products.

For instance, Colgate-Palmolive’s (CL) sales grew 12% last quarter, including a 5% jump in North America behind the launch of new Colgate products. Procter & Gamble (PG) and its Bounty paper towels, Duracell batteries, Crest toothpaste and Ivory soap, meanwhile, reported a better-than-expected 6% sales increase last quarter as its gross margins and outlook for the fiscal year improved.

“The whole idea of efficient assortment and giving more shelf space to the brands shoppers are looking for the most tends to improve visibility of existing and new items,” says Jennifer Chelune, a Procter & Gamble spokeswoman. “It favors companies that innovate.”

Meanwhile, Kimberly-Clark (KMB) and its Kleenex tissues, Huggies diapers and Scott and Viva paper towels saw sales rise 8.5% in the quarter, but the company reduced its 2010 earnings forecast as sales of core paper products fell 6% when consumers sought cheaper alternatives. Its stock price followed that downward trend. If that’s the pressure being felt by the maker of the tissue that the NRF’s 2009-2010 BIGResearch Consumer Intentions and Actions Surveys say is their favorite brand by an 18% margin, the burden on manufacturers that are lower on the food chain is even heavier.

“Unless you have come up with a product that’s such a standout and so different from the market, you’re not going to make it if you’re just another iteration of ketchup,” STORES Magazine’s Reda says. “If you’re number three or number four in that space, what’s going to set you apart from those other two?”

That fight gets tougher when store brands join in. According to the NPD Group, sales of private-label items increased 8.8% from 2008 to 2009 and nearly 18% during the past decade. Nielsen found that store brands brought in $86 billion in U.S. sales last year, up $14 billion since 2007. With Consumer Reports finding that store brands, on average, cost 27% less than their big-brand counterparts, such a surge can eat away at sales volume for companies like Del Monte (DLM) and Unilever (UN), with the NRF survey reporting that the No. 2 brands of vegetables and ice cream are store/generic products.

However, many retailers still depend on manufacturers to pay for displays at the end of aisles and other prime shelf space, making private-label products a limited option for retailers not named Trader Joe’s. While manufacturers tend to use this knowledge to their advantage and flood the floor with billboard-sized displays of their merchandise, a slimmed-down store selection can be easily expanded through E-commerce. Procter & Gamble, for instance, is using its eStore commerce site as an “online learning lab” to test consumers’ habits and relay that information to online retailers like Wal-Mart and Amazon (AMZN).

“We are a house of brands,” Wal-Mart’s Simon said at the conference. “We prefer to sell national brands because that’s how we can differentiate ourselves in price better.”

Copyrighted, TheStreet.Com. All rights reserved.

2010/03/20 at 17:51 Leave a comment

For the record…

I am very, very pro- social media and SM marketing, despite my somewhat skeptical recent posts.

The bubble will burst (the backlash is already coming, with teens leading the way by slashing their Facebook communities),

I’m advocating smart and sustainable social media tactics and planning, not that it doesn’t work.   I believe it does, but understanding how and why and when is important, and should be investigated more instead of just accepting as truth.  In these relatively early stages, we measure by followers and retweets, not by results (many marketers aren’t even sure what those are, unless they run a social-media-buzz-only business, or are coordinated, big-budget, campaigns à la Hasbro and Tribal BBD for Monopoly City Streets).

I’ve seen real results from FB, Twitter and LinkedIn, but we’ve all also seen more “Social Media Experts” than there are tweets, and as an industry we need to be smart about our business, our jobs and our futures.

2010/01/07 at 22:30 Leave a comment

Shadows and Tall Trees: what social media marketing can learn from third-world pro-social movements

Trying to nourish the roots from the canopy of Twitter, Facebook and LinkedIn- what the industry can learn from aid organizations and third world groundswell.

Even if your company, brand or product is not aiming for guerrilla, grassroots marketing models, shouting from the rooftops, no matter how state of the art your audio-visual equipment, may never even reach your traditional client.

The best return to investment ratio marketing tool is word of mouth.  No campaign will beat your best friend, father or trusted colleague raving about real world upside- great results, exceeded expectations, superior service, critical savings or having daily routines eased by a brand or business, wherever it’s found.

The trick, of course, is that those hearing the lauding may not need or want such a thing, and the message is not reaching the audience looking for it. What if you want a new netbook, but don’t know anyone you trust, or with similar usage habits, that just got one? You have no other source but the usual product claims and lures found on company websites or superstore specials.

In the age of brands growing personalities and trying to make themselves accessible and personal by tweeting news, promotions, or links to articles mentioning their wares, the reality is that this approach can be just as impersonal and scatter-shot as traditional media advertising.  Yes, it’s far cheaper and much more nimble (no production and media buying lead times), only with two significant extra hurdles: first, there isn’t the advanced, specific initial demographic data that allows you to target those you want or need to reach and second, even one had this information, one has to get the consumer to follow them to receive the message.

Facebook advertising can alleviate this to a great degree- it’s very nature allows Facebook to offer very specific consumers bases.  It’s not hard to reach out to all the 23-year-old female young urban professionals that listen to Jay-Z and like to knit and eat pepperoni pizza.  So now you’re specific, but are you engaged?

Facebook’s Pages are the middle ground- users opt in, choose to be updated, and have asked to participate with your brand.  Seems ideal- a somewhat captive audience on the world’s biggest social media platform, with people spending so much time there that one grows nostalgic for the (yester)days when parents bemoaned the amount of time their kids spend in front of the tv instead of bosses worrying about work hours whittled away online.

The reality is that those that tend to join these pages join LOTS of pages.  There are users who become fans of bands and stores and designers and companies and products and movements (real and imaginary), nearly every channel or medium you can think of.  There are few users who join just a few pages, and those tend to be solely cultural or political.

Jockeying for attention among a hundred other groups: back to square one.

So what does one do?  How do you “move the needle,” “rise above the clutter,” ‘be heard among the chorus of voices?”  A good road map can be found in an unlikely place: non-profit aid organizations.

Entities like the U.N. and its branches- UNESCO, UNICEF or Government foreign aid programs like USAID and giant NGOs like the WHO’s Sonagachi Project are big, well-funded and in the trenches.  The central, urban trenches.  They tend to focus on the cities (the most visible, obvious areas).  They pour tons of good intentions and money into education, awareness, infrastructure, regional offices and specific initiatives time after time, yet find that they are making little headway in their extraordinary efforts.

Why?  Because they are standing on the canopy, shouting through their proverbial bullhorn, watering these trees, missing every plant, bush, flower and blade of grass in between.

In other words: they’re missing those that need them most- the less visible, the less likely to reach out; the majority of the population.

Project (RED), of which I am an avid supporter, is the poster child for what is happening out there: great marketing, tremendous corporate partnerships, tremendous awareness with the social media universe, engaging campaigns and content, but not reaching the people they were built to serve.  Measure with traditional and cutting-edge metrics, they score off the charts for success in the twitterverse, on Facebook, the blogworld… but not in the savannas and jungles of Africa, where all their social media awareness is not matching the slow, slow progress they’re making in their fight.

They’re getting tons of return when it comes to social media success, but the equation doesn’t balance out- their goal is not being reached, at least not in any meaningful way.  The proportion is so lopsided it’s astonishing.

There is a complete and utter disconnect: the number of followers on Twitter, the legion of Facebook fans, the high awareness are all relatively useless if they are not endemic to the community you’re ultimately aiming for.   If mommy bloggers regurgitate your message all day long, adding up to 100,000 tweets a day for two weeks straight, what does it matter if you’re looking to reach that 23-year-old pizza eating knitter who doesn’t interact with, or is not influenced by, that demographic?  The answer, honestly, is: not much.

The reality is that every one of us in the marketing world- traditional, corporate, digital, social media, wherever, whatever, need to ground ourselves, converse with our real audience, go outside the hubs and online cliques and frankly get our hands dirty.  There is no substitute for an actual dialogue with your audience- no amount of retweets or diggs will ever offer you the insight or tools that a two-way conversation with a couple of real live customers does.

When it comes to social media, anecdotal research, even with a healthy dose of salt, is more valuable than a million twitter shouts into the wind.  Because the reality is that the M.O. of most of us is just that.

We need to dig among those proverbial roots- get out there, observe, interact and THEN plan how to nourish them.  Not the other way around.  There are good case studies out there and they are easy to find and even easier to learn from.  They’re coming from ground up, rural aid organizations led by single and singular people with vision and passion and the humility to listen;  an unexpected, nontraditional place.  Which is right up our edgy, out there, trail-blazing alleys.

For some examples, and a little perspective, pick up Nick Kristof and Sheryl Wudunn’s Half the Sky. You’ll be surprised what a high-powered, high budgeted executive can learn from an uneducated, unconnected former prostitute in Kolkota.

2010/01/07 at 21:49 1 comment

Social media housekeeping during the holidays – LinkedIn, Twitter, Facebook

by Licensing, Merchandising & Brand Management group member (LinkedIn), Kat Shoa

Social media housekeeping during the holidays – LinkedIn, Twitter, Facebook

As everyone gears up (or down) for the holidays, this might be a good time to take a step back and perform some housekeeping on your social media activities. Just like other aspects of your business, your social media gets outdated, collects garbage, and needs to get refreshed. I’ll be writing a lot more about social media in the future, so come back and visit.

Social media handbook

If your employees are using any form of social media, it may be a good time to develop a “social media guidelines” handbook for them (especially true for LinkedIn, where work related activity is more pronounced). You need to ensure your company is not misrepresented and your employees keep your image consistent with your goals, but check with an attorney to make sure you’re not stepping over the line.

LinkedIn

This is where most business social networking/media occurs, and it has become the de facto networking site to search for information on companies and individuals. Whether you’re cleaning up or catching up, set some time aside to take care of the following:

Company profile. Have you developed new products or technologies? Have you entered new verticals? Have you acquired other companies? Make sure your company profile is up to date.

Personal profile update. Check your personal profile and make sure it still reflects how you’d like to be presented. Did you perform new activities that haven’t been included in your profile? It’s the end of the year. You can review your 2009 activities and update anything that’s worth mentioning.

Contacts. I know so many people who haven’t connected to all their contacts yet. Someone I recently met told me he has so many contacts, he went through all the names up to the letter L, and never finished it (!). Make sure all your contacts are connected to you on LinkedIn. This is a good time to send a “happy holidays” note along with a connection request. Never send a blank request without a note.

Recommendations requests. If you performed a great job with a client, a partner, or a vendor, before they forget about it, make sure to ask for a recommendation. This is another one where a nice “happy holiday” or “nice working with you in 2009” note will come in handy. Once you receive this recommendation, you can also use it on your website, corporate presentations, etc.

Groups. There are new groups being created every day. Go through your groups list and see if you still benefit from all of them. If you don’t, leave the less interesting ones and join newer or more interesting groups.

Applications. LinkedIn occasionally adds new useful applications without announcing them. Check the apps section of LinkedIn and make sure to use the ones that pique your interest.

Q&A ratings. If you asked any questions, go back and rate the responses.

Twitter

Most companies are still confused about Twitter and how to use it, but if you are a user, make sure you have an informative “background” on your profile with marketing info, contacts, “links” (you can’t really link on them) and pleasing background colors. You can google “twitter background” and find a lot of free or cheap background pages on the web.

Facebook

If your company has a Facebook page, you can use it for a last push for product promotions during the holidays. But also with your “happy holidays” note, make sure to ask your followers to recommend you to their friends to increase followers.

As I mentioned, I’ll be writing a lot more in the future about specifics of social media. If there are any specific topics you’d like me to write about, feel free to let me know in the “comments” section of this blog.

Permalink

2010/01/02 at 03:35 2 comments

Older Posts


Contributors

tweets

  • EXCLUSIVE: Li & Fung Acquires TLC | License! Global lnkd.in/b83qw9rat 4 years ago
  • Cannot believe Licensing Show is in 5 weeks. Better get those appointments in now! #Sony #LicensingShow2013at 5 years ago
  • Does anyone have a contact at the Petersen Automotive Museum in Los Angeles? Please message me. Thanks!at 5 years ago
  • Anyone looking for a creative, talented senior graphic designer? I know a great candidate looking in LA. Message me, please.at 5 years ago
  • Anyone in LA looking for a hardworking, talented senior Graphic Designer? Great candidate looking to make a move. Message me ASAP. Thanks!at 5 years ago

posterity