Advertising is FAIL. Communication is WIN.

June 27, 2009 • Uncategorized • by
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Cannes Lions

21 Things Advertisers Must Know in 2009 and Beyond

I’m in Cannes right now, just finished up with my panel at the Cannes Lions conference (Big thanks to Digitas for the invite). I had a lot of discussions around advertising and marketing on the web. Overall, I was surprised at how still, in 2009, so many people just don’t get how the web works and how the old rules DO NOT apply. I found myself silently stewing during one of the panels I sat in when I kept hearing ideas that clearly came from people who were playing it safe and boring. So here are some of the tips and pointers I picked up from my past few days here:

Dear people advertising on the web,

1. Do not look back, you will turn into a pillar of salt.
We are pushing the biggest, reddest reset button in modern history. The old way of doing things does not apply. Not here on the web.

2. Be bold and mighty forces will come to your aid.
Next time you (or your creative) has a GREAT idea — one that you know in your gut is awesome — do me a favor, DO NOT run it by everyone else in the goddamned building. Go with it. A point of view has focus. Too many points and that vision becomes dull.

3. STOP calling people consumers!
People are not mindless drones waiting to consume. We are all people hoping to connect and you are hopefully facilitators of conversation. As soon as we change the language we will change the action.

4. It is not professional vs. amateur. It’s crap vs. quality in COMMUNICATION.
Just because something is polished and created by someone who has dozens of filmmaking awards does not mean it will communicate what you need it to communicate. It does not mean they understand the language.

5. You better care what you’re talking about, otherwise I wont.

6. Stop trying to be cute. Be useful. Inform, don’t just entertain.
There better be a very good reason why I need you in my life. I can’t tell you how many commercials I’ve seen where I remember the character, or the funny thing that happened, but can’t for the life of me remember who the advertiser was. Tell me how you’re useful to me. If you are a serious product or service, why are you trying to be cute?

7. An unexamined life is not worth living, neither is an unexamined idea.
Do not be lazy. What’s the point?

8. Have a conversation!
Open up. Stop trying to control the message. When you talk to someone, you don’t muzzle them, do you? Do you have your lawyer meet every person you speak with? Establish a relationship. Establish understanding. Keep your doors open. Invite people in. Show us your human face. It’ll be okay.

9. React.
Having a conversation means you take turns.

10. To thine own self be true.
Play to your strengths. If you’re X company why in the world would you create a bland fictional web series about a bunch of people doing silly shit? When I’m searching for X on the web a few months later, guess what, you won’t show up. And I was looking for you!
(this deserves another blog post about funding & sponsoring fictional content)

11. Play the match game.
If the show I’m about to watch is shot one camera, raw, non-fiction, why in the world would you have an ad that doesn’t match the tone? What you are saying is that you do not care about the creator or the viewer, only about getting your self-important message out. It does not reflect well.

12. Stop it with the 15/30 second glossy prerolls.
Seriously, is that the best you can do? It just ends up pissing people off.

13. The web is a new language, take time to learn it!
Understand the web! It is NOT TV, stop treating it like it is. Take the time to learn the medium otherwise you deserve to fail… so you can learn.

14. Speak less, listen more.
A general truth: if you don’t know what to do, if you can’t find the answer, it’s because you’re not listening. Stop being arrogant and listen. The answer and the first step is usually a very simple one.

15. Information fatigue is a real thing.
Keep your message simple and direct.

16. Step down from your tower. Go where the people are.
You are not better than your community. You are providing a service. Never forget that.

17. Jack be nimble, Jack be quick.
Or you will be burned by the candlestick. That strategic plan you had six months ago is too old. We’re in a constant state of acting and reacting. Taking months to make a decision is not going to cut it on the web. Cut the bureaucracy.

18. It’s not the height, it’s the weight.
What people carry away is more important and long-lasting than the amount of number of people reached. Which is better? Telling your story to one person who will be moved enough to retell your story to other like-minded friends, or expanding your story to cater to five people who will find your story amusing, but not impacting, and therefore ultimately forgettable?

19. Aim for the bulls eye: right place, right time, right person.
Stop throwing spaghetti against the wall to see what sticks. Good communication means that you have an understanding of your environment, the social climate, and the person you’re having a conversation with.

20. The web is global. Global is the web.

21. The web is that last checkbox.
It’s the one everyone has checked throughout the history of surveys, the one that says “heard about it from a friend.” Our friends and acquaintences are our filters, our trusted sources, our new networks. PEOPLE are the new media… and medium. Be real. Just talk to us and stop trying so hard. We’ll either be friends or we won’t. Easy as that. :)

The Personality Project: Women of Personality

May 16, 2009 • Radar • by
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Rohit Bhargava, SVP of Digital Strategy & Marketing at Ogilvy 360 Digital Influence and author of Personality Not Included, recently asked me to participate in a ebook compilation where he asked twenty female entreprenuers to share their stories of success and how personality influences their work.

Some pretty intelligent ladies from all across the web are highlighted in the book and they give some terrific insight on how personality has had a role in building their business. The tips and experiences that are shared hopefully inspire future female entreprenuers. You can read it here or download the PDF and read it at your leisure.

Oh, and I’m on page nine. :)

You can get Rohit’s book, Personality Not Included, here.

Five (more) Tips on How to Rawk SXSW

March 17, 2009 • Radar • by
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This year, I was on the How to Rawk SXSW panel, which was hilarious. The session was moderated by Glenda Bautista and included John “Halcyon” Styn, Baratunde Thurston, and Ernie Hsiung as fellow panelists. As SXSW old-timers, we chatted with a room full of first-timers and gave some practical and not-so-practical advice on how to make the most of your time at SX, based on our experiences — all while taking a swig of the panel’s ceremonial bottle of Jack.

Once the panel finished, I decided to be super vigilant of my own experience this year, in case I came across any more pointers. I did. Following are five tips I picked up in observing myself and others.

Promote Your Interest, Not Yourself

Instead of promoting who or how cool you are, what you do, or your great ideas, promote how interested you are in the people around you. If you’re constantly running around screaming “look how amazing I am” people will start to wonder why they haven’t come to that conclusion on their own. Relax, grab a beer (or some OJ), ask questions, leave the circle of conversation open so others can join in, and don’t pitch your product/service/show/app while people are trying to laugh it up at a party… they won’t remember in the morning anyway.

You Are Not a Robot

Saying no to one thing, is saying yes to a dozen others. You will not be able to go to every panel, hang out with every friend, carry every piece of swag, or stay on top of every conversation, so don’t stress. Breathe deep and know that YOU ARE NOT A MACHINE, SO STOP ACTING LIKE ONE. People will understand if you get torn in different directions and/or conversations and can not meet them for lunch or dinner or coffee – just let them know, they will forgive you. Focus on one thing at a time. You’ll get the most out of your experience that way. And if you start feeling overwhelmed, go to your hotel room and center yourself.

Don’t Be a Douche

Sometimes we behave douchy without even realizing it, but just try to be aware of when it may be happening. Are you looking around the room to see where the “cool kids” are, or browsing your Twitter stream while someone is trying to talk to you? Yeah, you’re being a douche. Stop it.

Look Ahead and Smile

The best way to invite people into your world is to look inviting. You don’t have to look crazy – just nod, smile, and occasionally acknowledge the community around you. You’d be surprised at the opportunities that arise by just saying hello.

Go to Where You’ll Find Friends

Some people advise going to panels you wouldn’t usually attend so that you can expand your knowledge bank. That’s cool, but if you feel socially awkward and are taking baby steps into IRL social networking, I would suggest going to the panels and events that you really dig. Scout the room, sit or stand next to someone who looks inviting and outgoing, and boom, next thing you know you have a new friend — if you remembered to say hi.