Quotulatiousness

April 1, 2011

Erasing your (digital) past

Filed under: Liberty, Media, Technology — Tags: , , — Nicholas @ 00:08

Eric Schmidt, former CEO of Google said: “I don’t believe society understands what happens when everything is available, knowable, and recorded by everyone all the time.” Privacy is dying, if not already clinically dead, in the online world. If you really want (or need) to airbrush yourself out of the picture, here are some suggestions on how to go about doing it.

The Internet has made our world a lot smaller. It has also made our histories a lot better-catalogued and more-searchable, and those developments — coupled with the weird phenomenon that people’s common sense tends to fly out the window when it comes to posting information and pictures — aren’t always beneficial to us.

[. . .]

Instead of popping you into a Witness Protection program — or changing your name — let us show you five steps on how to disappear from the Internet.

Step 1: Know Thine Enemy

Before you take any action, you need to know what you’re trying to get rid of. So first, do a search for your name — don’t just search Google, though, search online people search aggregation sites such as ZabaSearch, Intelius, Pipl, and Spokeo.

Here’s how to run an online background check (on yourself) for free.

March 18, 2011

Old Spice Man – marketing hits and misses

Filed under: Media, USA — Tags: , , , , — Nicholas @ 10:04

Gary Vaynerchuk reviews the Old Spice Man campaign:

Unless you were living under a rock, you probably saw at least one of the Old Spice commercials starring Isaiah Mustafa that began airing the day after the 2010 Super Bowl. With this campaign, Procter & Gamble, Old Spice’s parent company, showed the world how a brand can play a kick-ass game of media Ping-Pong.

First, it started with outstanding content, spoofing every stereotype of masculinity they could come up with through clever writing and picture-perfect casting. As soon as a bare-chested Mustafa finished gliding around from one paperback-romance scenario to another, reassuring women that even if their man didn’t look like him, they could smell like him if they stopped using lady-scented body wash, millions of people rewound their DVRs and watched the ad again. And again. Then they started talking about it on Facebook and Twitter and making spoof videos on YouTube.

[. . .]

Did the Campaign Work?
It depends on whom you ask. For example, sales of Old Spice Body Wash, which were already on the rise, rose sharply — by 55 percent — over the three months following the first aired TV commercial, then soared by 107 percent (a statistic that included me, because I bought my first stick of Old Spice during that time) around the time the response videos began showing, but some seem to question whether the uptick might have been due to a two-for-one coupon promotion rather than a well-integrated social media campaign.

[. . .]

The Huge Miss
The Old Spice campaign is considered a huge social media win, one that hundreds of social media experts have praised, but here’s where the story takes a bit of a surprising turn. I was sure that Old Spice planned to use the information it has on its almost 120,000 Twitter followers to start engaging with each and every one of them on a personal, meaningful level. Every one of those people should have received an email, thanking the followers for watching the videos and offering them a reason to keep checking in. I’d love to be proven wrong, but I don’t think that happened. As of September 2010, almost two months after Old Spice ambushed Twitter, the Old Spice account has tweeted only twenty-three times, and not one of the tweets talks or interacts with an actual person or user of the brand. Ad Age published an article that begins “Old Spice Fades Into History . . .”

March 2, 2011

Love it or hate it: Marmite and social media

Filed under: Britain, Food, Randomness — Tags: , , — Nicholas @ 00:06

Oddly enough, I just picked up a jar of Marmite recently, not having tasted the stuff for literally decades. I love the stuff, but I can understand why others might hate it:

When it comes to evoking passionate debate British brand Marmite has proven controversy can help build buzz and sales. This brown savory spread made from yeast extract has an incredibly distinctive flavor. 15 years ago Marmite’s own “Love It or Hate It” campaign evolved out of a difference of tastes among the creative team at DDB London. One loved the brown, savory spread and one hated it. The campaign’s longevity and fame reflects the fact that even in its country of origin, the brand’s strong taste is “challenging.” (Few Americans can even stand the idea of Marmite and it is questionable whether many Brits would if they had not been introduced to the taste as children.)

[. . .]

The “Love it or Hate It” campaign brought to an end five years of stagnating sales and a weakening brand and led to sustained, penetration-led growth of around 5% each year for the next five years.

When sales once again started to slow in 2002 the campaign idea proved flexible enough to help revive the brand’s fortunes once again. The campaign was enlisted to introduce a new, “squeezy” container and extend usage to sandwiches. Messing with a much loved brand is never easy, but astute brand management involved ardent fans with the relaunch and enlisted another British icon, Paddington Bear, to bring the brand back to growth. In 2010, the brand spoofed the British elections. Love and Hate parties battled it out to either build a shrine to the brand or rename it “Tarmite.”

The fact that people are so passionate about the brand (for or against) means that Marmite’s “Love It or Hate It” campaign is a natural fit with social media. According to Contagious Magazine, some 200,000 fans were already on Facebook as self-declared Marmite lovers long before the official page was launched in 2008.Today the brand has a fully fledged social media presence with over 500,000 people liking the brand and 182,000 liking The Marmite Hate Party (Dedicated to Stop the Spread of Marmite by reducing, and ultimately terminating, its production and consumption).

Damn. Now I’ve gone and made myself hungry . . .

February 13, 2011

Jay Rosen analyses the “Twitter Can’t Topple Dictators” meme

Filed under: Media, Technology — Tags: , , , , , — Nicholas @ 10:42

Jay Rosen has been seeing too many facile dismissals of the actual impact of Twitter and other social media tools in recent uprisings:

In other words, tools are tools, Internet schminternet. Revolutions happen when they happen. Whatever means are lying around will get used. Next question!

So these are the six signs that identify the genre, Twitter Can’t Topple Dictators. 1.) Nameless fools are staking maximalist claims. 2.) No links we can use to check the context of those claims. 3.) The masses of deluded people make an appearance so they can be ridiculed. 4.) Bizarre ideas get refuted with a straight face. 5.) Spurious historicity. 6.) The really hard questions are skirted.

If that’s the genre, what’s the appeal? Beats me. I think this is a really dumb way of conducting a debate. But I cannot deny its popularity. So here’s a guess: almost everyone who cares about such a discussion is excited about the Internet. Almost everyone is a little wary of being fooled by The Amazing and getting carried away. When we nod along with Twitter Can’t Topple Dictators we’re assuring ourselves that our excitement is contained, that we’re being realistic, mature, grown-up about it.

This feeling is fake. A real grown-up understands that the question is hard, that we need facts on the ground before we can start to answer it. Twitter brings down governments is not a serious idea about the Internet and social change. Refuting it is not a serious activity. It just feels good… for a moment.

October 19, 2010

Got a transmedia “strategy”?

Filed under: Humour, Media, Technology — Tags: , — Nicholas @ 07:29

They’re all the rage these days. If you don’t have one, you can get a custom-crafted, up-to-the-microsecond strategy outlined for you at whatthefuckismytransmediastrategy.com, like this one:

As you can see, it makes at least as much sense as “real” strategies sometimes do.

H/T to Warren Ellis for the link.

July 23, 2010

Stalkers enjoy cool new tools to pursue their prey

Filed under: Technology — Tags: , , , , , , — Nicholas @ 08:41

Leo Hickman finds that Foursquare is a very handy tool to track down your cyberobsession in the real world:

Louise has straight, auburn hair and, judging by the only photograph I have of her, she’s in her 30s. She works in recruitment. I also know which train station she uses regularly, what supermarket she shopped at last night and where she met her friends for a meal in her home town last week. At this moment, she is somewhere inside the pub in front of me meeting with colleagues after work.

Louise is a complete stranger. Until 10 minutes ago when I discovered she was located within a mile of me, I didn’t even know of her existence. But equipped only with a smartphone and an increasingly popular social networking application called Foursquare, I have located her to within just a few square metres, accessed her Twitter account and conducted multiple cross-referenced Google searches using the personal details I have already managed to accrue about her from her online presence. In the short time it has taken me to walk to this pub in central London, I probably know more about her than if I’d spent an hour talking to her face-to-face. She doesn’t know it yet, but Louise is about to meet her new digital stalker.

Privacy and expectations thereof are becoming less and less realistic, but even knowing that, the merging of social media and geo-location services gives me the creeps.

I was an early user of Facebook (once it was opened to non-students) and LinkedIn and have been getting great use out of Twitter lately, but it seems like every day there’s a new social media platform being touted as the best ever. Social media is like any other form of networking: the value increases as the number of nodes goes up. The next boom in convergence will probably be cross-network liaison tools.

Update: Shea Sylvia finds the attention of a cyberstalker very unwelcome.

« Newer Posts

Powered by WordPress