Archive for November, 2008

Live Tweeting has replaced Live Blogging, if it wasn’t already obvious. I can’t remember if it was the latest Jobs MacWorld Keynote where it became apparent (because Twitter was much faster than MacRumors) or if was during one of the 25+ debates this past election season … all I do know is that Twitter has replaced blogs for instant information. It has ceased to be a microblogging platform. Twitter has become a macro-messaging dashboard.

Whether it is finding out the new relationship between SalesForce and FaceBook, the trade of Allen Iverson, or the untimely death of Tim Russert, information is being learned on Twitter more than any other medium. For it to make it to Twitter, it very often has to be broken by a (hopefully reputable) source first … but once that link exists, the chances of it going viral (assuming it deserves to go viral) is greater. Is Twitter even faster than Digg now? That answer is definitely YES.

While I wasn’t the biggest advocate of Twitter for a while, this particular use of the platform is transformative.

As many of you know, I do a lot of presentations for agencies, corporations and industry events. Recently I have been playing a word association game with Twitter while presenting. I ask the audience, “What’s the first word that comes to mind when I say ‘Twitter.'”

I started doing this because I had a very surprising experience at an agency. There is a small firm in downtown NYC that pretty much exploded in laughter when I pulled up the screenshot of twitter. So we went around the room and asked everyone what they thought? The words that were thrown out were: ridiculous, crazy, boring, waste of time, bird, etc. I don’t remember anyone in those events saying journalist, influencers, instant messaging, conversation, etc.

I’d love to be able to do it now, but due to time I’ll have to save my, “Why Twitter is Important” post for later and just point you towards HubSpot’s solid tome.

UPDATE: The untimely and unfortunate death of Barack Obama’s grandmother was spread on Twitter only seconds after it was broken on MSNBC and beat Reuters, CNN, Marketwatch, etc. to the news. It also beat Digg by a mile. I’m very saddened by the news and hope it doesn’t come across as callous.

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Can you believe there are hundreds of people arguing (including Seth Godin) about whether or not Pepsi should have redesigned their can? Even worse, people are lambasting the company for reaching out to influential bloggers … GASP!

If you aren’t familiar with the idea, they sent influential bloggers all of their cans dating back to the stone age. How they actually delivered the cans is brilliant. Read Peter Shankman’s post on it … (Yes, they did ask for addresses. Otherwise, that would be creepy.)

So why, when you go to Chris Brogan’s post, is there outrage in the comments over how much this endeavor must have cost?

Are you serious? This endeavor, in total, probably cost less than one ad buy on television talking about the new logo. Moreover, they didn’t even have to talk about it … this strategy enabled us, or You, to talk about it. This is the way brands should communicate. The problem is, when you do talk about it … you completely miss the point.

Darryl Parker compiled a list of people who received the ‘gift basket.’

One of things that I think PR people and agencies should really think about moving forward wit h a program like this is: What kind of pickup did it get?

Sure, this got posted in many of the most influential blogs online. But it seems mostly only in the PR, Marketing and Communications field. This is the one issue I have with outreach programs like this, the Nikon D80 Campaign, Virtual Thirst, and, less so, the Acer Ferrari program. All of these programs got a lot of views and had a lot of conversation around it online. However, with the exception of the latter, they were in sites surrounding the PR, Ad, and Marketing communities. The programs that do the best, or will do best in the future, are the ones that reach out to the community at large … the ‘regular folks’ that aren’t in the biz.

Regardless, I love the new design and am very proud of Bonin and his team over at Pepsi for what is a new approach to blogger outreach … one that ethically guaranteed pickup, unlike so many of the precedents.

If you like, go to FriendFeed and participate in the conversation at the Pepsi Cooler.

(Photo Source)

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