Tag Archives: ben kunz

You Googlesexual?

Geek Set, by koolbadges

Geek Set, by koolbadges

Fab post from Ben Kunz on a new manly breed…introducing the googlesexual

Ben makes some great points about the scales of targetting, although I reckon there is a stage in-between demographics and psychographics, and that’s really getting a handle on behaviour…have all of that…then you have the perfect marketing storm…

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The things I’ve learnt…

I just read a great post from the herd, all about how blogging is a great “calling card” for your skills as a potential journo – highlighting your thinking and your writing style, as well as your curiosity.

He quotes from Reportr.net this;

“I ask job applicants if they have a blog. Most of them don’t. Then I ask them if they read my blog. About half of them haven’t.

“The two questions tell me a lot about the candidates.

“First, if they have a blog, it gives me an indication of their passion for writing and communicating. It also allows me to see how their unedited writing reads. I rarely pay attention to submitted clips; I know how good editing can make a mediocre writer appear positively Halberstamian.

“Finally, in answering the question, they usually let on what they think of blogging and digital. Believe it, some trash blogs.

“Second, if they haven’t read my blog, it tells me they haven’t done their homework. That makes the candidate a non-starter.

“Actually, it helps winnow down the candidates pretty quickly.”

Then poses a question about marketing. He states that he’d probably have very few folks passing the “Do you Blog? / Do you read our Blog” test. 

Now, I’m not blogging to get a new job, unless it’s a crap week at work (which it is this week, so make me an offer). I started because my boyfriend had a blog and had all these secret friends, and when we were in America he had secret coffee and beer meetings with these secret friends, and I met one of these secret friends for dinner in San Fransisco, and he seemed very nice and smart, and not too weird.   So when we got back, I started one. And I started to take twitter a bit more seriously, and I stumbled across Ben Kunz and his good blog and thinking, and he had links to the Plaid people and their blogs, and the Herd people and Cow people and their blogs, and it just kept going. And the information and ideas that I have picked up from these people is invaluable. It’s opened a whole new world for me – just to get in and check the old RSS feed in the morning over a coffee is a fine way to start to day.  I am still amazed that this stuff is just there, and it’s free.  There may be some people reading this who say “derrrr sweetheart, where have you been for the past zillion years.” But every night I get home and have a chat with mm about things we’ve read, and ideas they have sparked, and things then that have happened in the work we do as a result. It has made things more interesting and diverse.

So marketing folks – If we need to start embracing the whole world of new media (especially given we appear to have recognised it’s a lucritive new pot of money to tap into), then shouldn’t we be living it as well – getting in and experimenting and trying stuff out, so we can at least talk about it credibly, with experience. Not just something we’ve read about, but something we are contributing to?

[oh – and Cheryl’s quote below reminded me of the good people over at molt:n as well who have good things to say about design and stuff]

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post modern, self-referrential shout out

Ben Kunz, our man in Connecticut, posts on Transactional Analysis and the role it plays in social media. And being the post-modernist I am (sooo old skool), I note that he has a link in his post to mine. So I blog about a blog that mentions my blog. It’s all the rage!

Musing about this further has got me thinking about more and more ads about ads, or the ad industry.  We’ve had cba and the determined to be differentbroo-ha-ha (which I just found a rather raunchy spoof of here) V’s new outdoor work saying ‘as seen on bus stop ads’. Even naked’s work about an intern being sent on a contiki holiday has a bit of a “goings-on-behind-the-scenes” vibe to it. The Gruen Transfer – a show were ad people talked about the ad industry – broke all kinds of viewing records here (well, maybe not, but it certainly had a lot of people watching.)

So all these ads and stuff about ads. It reminds me of art that refers to art.  It’s very post-modern. But doesn’t connect to a wide group of people because they just don’t get it – they don’t understand the frame of reference. They don’t study or “live” in the art world, so it isn’t interesting to them. But art that does tend to float their boat deals with bigger themes. I saw a great talk that Bill Hensongave at AGNSW one evening where he said art that deals with the issues of art excites a small group of people. He said he was never interested in that circular world, but perhaps found his footing by working on ‘the big meaty stuff’;  big themes that we all think and dream about – morality and mortality. That the big stuff like life, sex, love, death will always be fascinating and magnetic for people. 

I did an art history degree so I love art that refers to itself – I have a vested interest and if I’m honest with myself, if I understand the reference then I feel very clever and my degree wasn’t a waste of four years.  And I know that people connect to a work more if they are given a little bit of an ‘in’ (I rant a bit more about this here) – a piece of information they can access, a thought or an idea they can get their head around.  But work like Henson’s doesn’t play on my intellect – it hits my guts. I feel his art.  I remember the first time I saw his photos in 1990 in a little gallery in Darlinghurst and it floored me. It was dark, disturbing and guttural, but also beautiful and mesmerising.

The wild success of the Gruen Transfer means that there is a whole bunch of people out there who don’t work in marketing but are interested in understanding how the ad industry works. But I wonder how connected they are to ads that reference ads simply as they are? Is it just a clever wank for the industry to be self-referential, or are people really into the ad world and want to connect to brands via a window into the world of advertisers?  Do we want people to think of the ad as ‘clever’, or make people feel something about the brand? My guess is that latter, but it appears we make ads that are sometimes ways for a creative director to feel flipping cool.

Which brings me 360 deg and back to Connecticut where Ben Kunz muses on the new Wrangler campaign that is so cool, it’s positively chillin’.  And apart from that, it appears not many people have any idea what it means. But it sure does look pretty.

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