Mediate

 Bombing at Glasgow airport

It’s been less than two years since the July 7 bombing in London and Richard Sambrook telling us that the BBC no longer owns the news. Today we watch as the somewhat bizarre UK car bombing news rolls in. No longer does the BBC interview off screen and report on screen, instead – on News 24 - we hear members of the public interviewed live and replayed immediately. All of the good coverage appears to be mobile phone pictures and videos as above. We hear Peter Sissons say “John Smith from Glasgow says XX, Helen Jones from London say YY”.

It feels like as well as owning the responsbility of ensuring that they will fail, we really do now see organisations like the BBC as organising and filtering, not generating and controlling. One more thing to be proud of in our open society. 


Milking it

 80 Milk Marketing advert

Interesting to read Simon Gill over at LBi Framfab Wheel Icon gushing about the Goodby Silverstein-generated ‘Get the Glass’ campaign (which just won a Gold at Cannes CyberLions) in the same week that Planning for Fun remembers the genius of the classic 80s Ian Rush advert by the UK Milk Marketing Board.

If I could post a comment on Simon’s blog entry (you need to work there to do that), it would be this: “If the GSP milk adver-web-game is so great, and you’ve ‘engaged’ with it  so entirely, how many more glasses of milk are you drinking each day?”

In 500 words, Gill not once refers to selling a single pint more milk, nor driving any perceptual shift about the product’s position. It’s all about the craft employed in making it which is – without a doubt – amazing.

GSP’s famous “got milk” campaign (discussed heavily by John Steel in the excellent Truth, Lies and Advertising: The Art of Account Planning) spotted a consumer insight – that milk was most prized when consumed in combination with other food stuffs, cookies, sandwiches etc – to reverse a long term decline in the fortunes of the California milk marketing board.

Where is the insight in making a game about a family driving around in a little car with lots of milk bottles in it? I have a horrible suspicion the insight is that kids like computer games, so… let’s make a computer game with a milk bottle in it. Wow, that’s lateral thinking.

In fact, the only thing this beautfiul little game appears to be an advert for is the amazing production company that put it together – North Kingdom.

So, those of us that have a 8Mb broadband connection get to play a beautiful game with OK playability (but not a serious contender against proper games), GSP and North Kingdom get a night out in Cannes, a nice little statue of a Lion and some kudos. 1,000 CVs have the game added to them. But what does the client get? Or anyone in the target audience. A big fat bill for the cleint and a website they will never see for the audience.

I don’t get it. How do they get away with this? Getting the client to fund these overblown pieces of awards-fodder.


Thinking about the future

The late, great Kurt Vonnegut

Several discussions today have reminded me of the great quotes from Alan Kay and Samuel Goldwyn about making predictions.

Alan Kay (inventor of the term ‘object-orientated programming’):

The best way to predict the future is to invent it.

Samuel Goldwin (who also coined “a verbal contract isn’t worth the paper it isn’t written on”)

Never make predictions, especially about the future.

And a few more I’ve found since in trying to remember those ones:

  • “640K ought to be enough for anybody.” Bill Gates in 1981 (potentially apocryphal)

  • “We don’t like their sound, and guitar music is on the way out.”  Decca Recording Co. rejecting the Beatles, 1962

  • “History is merely a list of surprises. It can only prepare us to be surprised yet again.” and “She was a fool, and so am I, and so is anyone who thinks he sees what God is doing.” Kurt Vonnegut

  • “I never predict anything and I never will.” Paul Gascoigne


No room for manoeuvre

Chinese Room - illustration 

I’m as big a fan of Ray Kurzweil as the next man but this post by Northern Planner- fast turning into a favourite (and extremely prolific) blogger – reminded me of something I meant to do a post about ages ago.

Kurzweil and other futurologists often talk about how long it will be before computers become “conscious”. You can see how the thinking goes: computers used to be a bit shit, then they became good enough to do sums, then the internet. Soon, computers will be able to perform more calculations than our own brains and then soon after, they’ll have more computing power than the whole bunch of us.

This is basically Moore’s law – the power of computers (or, more to the point, their power:cost ratio) will double every 12-18 months. And the rule continues to hold. Mathematically the effect is that useful computing power grows like 2n where ‘n’ is the number of 12-18 month periods. It’s dizzying growth that will keep us in awe of the power of the machines. But it will never amount to consciousness – just like no amount of cheesecake will ever build an elephant – they’re different sorts of things.

Considering it’s our finest feature, human’s are not well disposed to feel protective of our consciousness, and people find it very hard not to think of consciousness as some higher order of information processing.

But it’s not.

Luckily there is an absolutely fabulous analogy to help us understand. This comes from John Searle’s Chinese Room Argument

Searle asks us to imagine a Chinese man wandering through the wilderness who comes across a large room. This completely sealed box has 2 slots on the outside, as well as a pad and a pen. A sign pointing at the top slot invites passers-by to submit questions in writing  in Cantonese into the top slot. Our wandering man does this, asking the room as series of questions: directions, common facts, popular culture questions. Each time an appropriate or correct answer pops out of the bottom slot.

What do we conclude? That the room understands the questions? That there is someone inside who understands?

Now let me tell you what’s actually going on inside the room. As questions come in, a young YTS trainee from Hull (who only speaks English) takes them and checks them against a series of books. All the slips of paper contain strange incomprehensible symols (Catonese symbols). When he finds an exact match, it includes a long number, he then takes this number over to the other side of his room and looks it up in a different set of books. Here he finds the number links to a different set of symbols. He traces these onto a new piece of paper and pushes them back through the slot.

Will our YTS trainee ever learn Cantonese? How could he, all he gets is syntax, he would never get a foot hold onto even the first rung of semantics.

This is what modern computers do. And better, faster processor is a better faster YTS trainee.

(illustration stolen from here)


New balls please

Tennis balls 

Mike Butcher picks up on the Brand Republic story about the future of social networks being in niche verticals.

The most remarkable thing about the original article – about the Association of Tennis Professional (ATP) launching a ‘social network’ with 10Duke – is the lack of thought added to the piece by the journalist as she fairly obviously retypes a press release. What she forgets to mention is that companies don’t get to launch social networks – social networks do.

This article has attracted quite a lot of coverage, so it’s a real shame that it’s so uncritical. Even 30 seconds of Googling would have uncovered the woeful test site. Couldn’t any of us have done better on Ning in five minutes? Or if time is short – spend two minutes making a Facebook group as Mike suggests, and then support it with interesting content, as they should be doing anyway.

As with all these ventures, build it and they will come does not – by a long shot – make sense. And the investment should go into interesting and engaging content. Without an audience playing ball (sorry), the world welcomes one more empty warehouse from ATP. Consumers do not need brands to provide enablement, they need brands to provide interest.


Star performance

Google maps - write a review 

With suprisingly little fanfare, Google has added another feature to their maps platform. A few months back the listings were enlarged to include more structured information like pictures and published reviews. Now customers can directly review any item which gets listed, straight on the page.

Given the effect that sites like Trip Advisor have had on businesses, this could be seen as a fairly dramatic act for the search giant - especially when so many of the companies who may be getting fairly direct feedback could be Google’s own adWords customers.


Out of interest

Set Godin at Ted Tealks

In yet another fascinating TED talks presentation, Seth Godin talks about the end of the TV-industrial complex and the need for relevant interestingness (or interesting relevantness) in products.

His argument is that in a world with not very much media, getting attention was a matter of marketing dollars. In a world with far too much media, it’s about getting and keeping attention by being interesting. We’re all, he says, in the fashion industry now. Brands must try to come up with new and exciting ways to talk to those customers who are most interested in them. And when this is done well, the effect is dramatic, as those consumers spread the word of their finding. He explores the word remarkable for all it’s meaning (not just interesting but talkable), and asserts that for product giants like P&G, safe products, average products are now risky.

Over-simplistic? Perhaps a little. Thought provoking? Definitely. Well worth a watch (17 minutes).


Not a lot to Ask

After all the nonsense of Information Revolution, it’s great to see Ask.com doing some actually worthwhile stuff to try and improve their search engine.

A lot of the front-end changes may owe a fair amount to the big G and emerging trends in the marketplace (including “suggests” style prompting) but there’s some nice new stuff in their too. They’ve managed to do some really nice skins, as well as some quite useful little Ajax interfaces:

Ask - skins

And in terms of the results page, some very neat innovations for structured results which are a pretty major improvement over Google, Microsoft and Yahoo. See the search below for “Neil Finn” which has brought up relevant music, image and wikipedia structured listings, as well as having found good relevant related searches:

Ask.com - structured search results for Neil Finn

This is the sort of thing they should have been talking about before – customer-value driven product benefit, not marketing nonsense. This might actually make one more person use their site.


Lion’s share

Loading screens

Robin reports today on the announcement of the Cannes Cyber Lions winners.

In terms of the top “Grand Prix” category, Nike+ gets another mention (after it’s D&AD black pencil success) as does the marvellous Dove Evolution viral film, and Diesel’s underwear thing.

But once we get past the top category, where I agree we’re seeing some interesting thoughtful creative (or insight-led) work, we start to see lots of flashbacks from the late 90s. Yes, they’re beautifully done. But almost all of them are the Flash-only sites that advertising agencies love because they are not limited by practical considerations, replete with a sequence of absolutely massive embedded videos that require 2-3 minute loading screens, “click here to open full screen” messages (which I thought had been made illegal in the late 60s), beautiful TV-style graphics, unusuable interfaces and interactions as pointless as they are lovely to watch.

I feel like I’ve spent longer watching “movie loading” screens this afternoon – while reviewing the work – than I have in the last five years put together.

This isn’t just people who are SOOOO excited by creativity that they just can’t stop themselves ’creating’ this nonsense, these are people who regard their audience (these people that stand in the way of their pencils and golden lions) with such contempt that they completely ignore any matter of user experience or usability in the name of gloss and glam. And then a bunch of judges that reward them for it.

Is this stuff really back? Or perhaps only in the world of advertising award shows?


On Safari

Blah, blah, blah… blazing performance. Scanning through Apple’s marketing material for the new PC version of Safari, I assumed that this was so much of the Jobs hyperbole around any of  its new products.

Admittedly iTunes does live up to many of the promises that were made of it, but it’s a little clunky and slow at times. And a browser, from Apple, surely they’ve got a lot of catching up to do? And, remember how everyone used to claim that Firefox was faster than IE, and maybe it is once you get it loaded, but unfortunately it took two minutes to fire it up.

Anyway, so I installed the public beta to give the tires a bit of a kicking. And there is only one word for it… Wow.

It’s like the first time you got to use a leased line or ADSL. There’s a real appreciable difference in speed which makes the whole experience more satisfying. It’s even quick on Windows Live Hotmail, which takes so long to load on IE that there’s a special loading screen.

Safari:

safari_pc

 IE:

ie_pc

Various opinion pieces question whether late entry into a mature market is wise strategy.

So, what’s the real strategy here? I suppose you could just say that Apple wants to be in front of PC users, to get the default home page but it seems like a lot of effort to go to for that purpose. Microsoft stopped development of IE on the mac, presumably because the reward didn’t justify the cost.

No I think it’s simpler than that and that it’s two things

  1. They want to reduce the mental cost of migration for the customer. If you’re already using iTunes, Safari and MS office (or perhaps Google online applications), exactly how much of a stretch is it to change the underlying OS? If the next generation of SaaS is going to be really hot, then the browser environment again must dominate
  2. They need a really good browser for the iPhone and one on which most sites work. How do you get developers to make sure their sites work on your browser? By making sure a reasonable proportion of users have it, and that means – for the moment at least – by getting it onto Windows.

And number 2 points at another startling conclusion. That the iPhone will be able to run all SaaS products as well as a desktop. Not like the cut down browsers in most of our phones, the iPhone will execute all the scripts and AJAX functionality to make site work asynchronously and without page refresh on a mobile phone.

Let the battle commence.


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