Hee-Haw Marketing

Adaptabulous.com

Because of the huge influx in writers for Age of Conversation 2 - Gavin and Drew broke down the theme Why Don't They Get It into specific chapter themes, including manifestos, from conversation to action, and business models, among others. 

My chapter, Adaptabulous, included notes from the Institute of Business Model Evolution, a faux training program for agencies figuring out how to survive as we move past the oughts. Obviously it's difficult to go into great detail, but what our collective future comes down to - the ability to adapt. To be adaptable among different mediums and placements, to use content differently, develop insights in new ways, and to quickly and easily define and redefine our purpose. Our new challenge is to find comfort in a state of constant differentness.

Go to adaptabulous.com to find examples of adaptability and buy the book here. 

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Age of Conversation Returns

Why Don't They Get It?

That's the question asked and answered Wednesday morning at 8am when the Age of Conversation 2: Why Don't They Get It releases on Lulu. (Go here to buy)

237 authors from 15 countries, including some of the foremost thinkers in Social Media, share their thoughts across a range of topics in the sequel to the successful first addition, Age of Conversation. And just like the first one, every dime of the proceeds goes to support Variety Children's Charity.

Big thanks to Drew and Gavin for making it happen again. Not easy to do once, but downright admirable to make another go of it. Props to Darmano for the cover art.

Follow the authors on twitter. (tweets @ #AOC2)

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Complete Author List Below:

Adrian Ho, Aki Spicer, Alex Henault, Amy Jussel, Andrew Odom, Andy Nulman, Andy Sernovitz, Andy Whitlock, Angela Maiers, Ann Handley, Anna Farmery, Armando Alves, Arun Rajagopal, Asi Sharabi, Becky Carroll, Becky McCray, Bernie Scheffler, Bill Gammell, Bob LeDrew, Brad Shorr, Brandon Murphy, Branislav Peric, Brent Dixon, Brett Macfarlane, Brian Reich, C.C. Chapman, Cam Beck, Casper Willer, Cathleen Rittereiser, Cathryn Hrudicka, Cedric Giorgi, Charles Sipe, Chris Kieff, Chris Cree, Chris Wilson, Christina Kerley (CK), C.B. Whittemore, Chris Brown, Connie Bensen, Connie Reece, Corentin Monot, Craig Wilson, Daniel Honigman, Dan Schawbel, Dan Sitter, Daria Radota Rasmussen, Darren Herman, Dave Davison, David Armano, David Berkowitz, David Koopmans, David Meerman Scott, David Petherick, David Reich, David Weinfeld, David Zinger, Deanna Gernert, Deborah Brown, Dennis Price, Derrick Kwa, Dino Demopoulos, Doug Haslam, Doug Meacham, Doug Mitchell, Douglas Hanna, Douglas Karr, Drew McLellan, Duane Brown, Dustin Jacobsen, Dylan Viner, Ed Brenegar, Ed Cotton, Efrain Mendicuti, Ellen Weber, Eric Peterson, Eric Nehrlich, Ernie Mosteller, Faris Yakob, Fernanda Romano, Francis Anderson, Gareth Kay, Gary Cohen, Gaurav Mishra, Gavin Heaton, Geert Desager, George Jenkins, G.L. Hoffman, Gianandrea Facchini, Gordon Whitehead, Greg Verdino, Gretel Going & Kathryn Fleming, Hillel Cooperman, Hugh Weber, J. Erik Potter, James Gordon-Macintosh, Jamey Shiels, Jasmin Tragas, Jason Oke, Jay Ehret, Jeanne Dininni, Jeff De Cagna, Jeff Gwynne & Todd Cabral, Jeff Noble, Jeff Wallace, Jennifer Warwick, Jenny Meade, Jeremy Fuksa, Jeremy Heilpern, Jeroen Verkroost, Jessica Hagy, Joanna Young, Joe Pulizzi, John Herrington, John Moore, John Rosen, John Todor, Jon Burg, Jon Swanson, Jonathan Trenn, Jordan Behan, Julie Fleischer, Justin Foster, Karl Turley, Kate Trgovac, Katie Chatfield, Katie Konrath, Kenny Lauer, Keri Willenborg, Kevin Jessop, Kristin Gorski, Lewis Green, Lois Kelly, Lori Magno, Louise Manning, Luc Debaisieux, Mario Vellandi, Mark Blair, Mark Earls, Mark Goren, Mark Hancock, Mark Lewis, Mark McGuinness, Matt Dickman, Matt J. McDonald, Matt Moore, Michael Karnjanaprakorn, Michelle Lamar, Mike Arauz, Mike McAllen, Mike Sansone, Mitch Joel, Neil Perkin, Nettie Hartsock, Nick Rice, Oleksandr Skorokhod, Ozgur Alaz, Paul Chaney, Paul Hebert, Paul Isakson, Paul McEnany, Paul Tedesco, Paul Williams, Pet Campbell, Pete Deutschman, Peter Corbett, Phil Gerbyshak, Phil Lewis, Phil Soden, Piet Wulleman, Rachel Steiner, Sreeraj Menon, Reginald Adkins, Richard Huntington, Rishi Desai, Robert Hruzek, Roberta Rosenberg, Robyn McMaster, Roger von Oech, Rohit Bhargava, Ron Shevlin, Ryan Barrett, Ryan Karpeles, Ryan Rasmussen, Sam Huleatt, Sandy Renshaw, Scott Goodson, Scott Monty, Scott Townsend, Scott White, Sean Howard, Sean Scott, Seni Thomas, Seth Gaffney, Shama Hyder, Sheila Scarborough, Sheryl Steadman, Simon Payn, Sonia Simone, Spike Jones, Stanley Johnson, Stephen Collins, Stephen Landau, Stephen Smith, Steve Bannister, Steve Hardy, Steve Portigal, Steve Roesler, Steven Verbruggen, Steve Woodruff, Sue Edworthy, Susan Bird, Susan Gunelius, Susan Heywood, Tammy Lenski, Terrell Meek, Thomas Clifford, Thomas Knoll, Tim Brunelle, Tim Connor, Tim Jackson, Tim Mannveille, Tim Tyler, Timothy Johnson, Tinu Abayomi-Paul, Toby Bloomberg, Todd Andrlik, Troy Rutter, Troy Worman, Uwe Hook, Valeria Maltoni, Vandana Ahuja, Vanessa DiMauro, Veronique Rabuteau, Wayne Buckhanan, William Azaroff, Yves Van Landeghem

The Age of Conversation, Part 2: Business Model Evolution

The second iteration of the Age of Conversation is due this August. Right now authors are furiously banging out their chapters, each looking to be one of the few that will inevitably bubble up to the top as the most thoughtful, the most interesting, the most thought-provoking. Not all of you care to point out the somewhat competitive nature of the thing, but it exists, so might as well bask in it.

So the subject I’m in the process of tackling is “Business Model Evolution.” Presumably that’ll mean, for me at least, what the modern agency will ultimately look like. I’m through about a half dozen pages of scribblings and diagrams and whatnot, but still left sort of scratching my head. Which scares the shit out of me, to be honest.

First the companies that now own the media are losing serious cash due to diminishing returns on their bread and butter mediums, be it television, on paper, or just about anything non-web or mobile. So they, now empowered by Google’s obvious treading on agency space, have begun to go direct to the advertiser, claiming the same abilities as the agency. Most of them suck horribly at these new responsibilities, but I wouldn’t expect that to last forever. Money doesn’t buy everything, but it can buy talent.

Automation has obviously started to change the media planning and buying process. Jobs once reserved for the agency are now being eaten up by computers. Through the same interface as adwords, I can buy print, radio, even television, in addition to the internet. I can use Spotrunner to buy my mass TV audience, as well. Granted these resources are seriously lacking and rarely deliver the same returns as most agencies will. But that won’t last.

Creativity is being measured to a fault, each instrument being tested to death at the expense of the orchestra. Red or blue? 3 words or 4? 34 year-old white male or 26 year-old Hispanic woman? It’s not abnormal for us to set the scene, but not choose the players or harmonize the script. It’s still a process based on people, but this kind of incrementalism or segmentation of parts without regard to the humanity of the whole can’t bode well for whether we can maintain the integrity of the overall performance. To what extent will machines drive our industry’s creative product? Will it even matter if our interruptive nature is no longer accepted? That remains to be seen.

For now the big boys are surviving. Omnicom, WPP and Publicis all seem to be kicking a little ass, even if it is somewhat based on the growth in global, not necessarily the booming business stateside. But will it continue? What holds the secret to our future? The technologies we build? Will content be the key? Will our insights save the day? Will the dive into all areas of business be the thing that keeps us relevant? Or will we be doomed to die by the hand of the technologies that are driving our growth today?

These answers and more, in a single page, on the next, Age of Conversation.

And now for some AOC author link love…
Gavin Heaton, Drew McLellan, CK, Valeria Maltoni, Emily Reed, Katie Chatfield, Greg Verdino,Mack Collier, Lewis Green, Sacrum, Ann Handley, Paul McEnany, Roger von Oech, Anna Farmery, David Armano, Bob Glaza, Mark Goren, Matt Dickman, Scott Monty, Richard Huntington, Cam Beck, David Reich, Luc Debaisieux, Sean Howard, Tim Jackson, Patrick Schaber, Roberta Rosenberg, Uwe Hook, Tony D. Clark, Todd Andrlik, Toby Bloomberg, Steve Woodruff, Steve Bannister, Steve Roesler, Stanley Johnson, Spike Jones, Nathan Snell, Simon Payn, Ryan Rasmussen, Ron Shevlin, Roger Anderson, Robert Hruzek, Rishi Desai,Phil Gerbyshak, Peter Corbett, Pete Deutschman, Nick Rice, Nick Wright, Michael Morton, Mark Earls, Mark Blair, Mario Vellandi, Lori Magno, Kristin Gorski, Kris Hoet, G.Kofi Annan,Kimberly Dawn Wells, Karl Long, Julie Fleischer, Jordan Behan, John La Grou, Joe Raasch, Jim Kukral, Jessica Hagy, Janet Green, Jamey Shiels, Dr. Graham Hill, Gia Facchini, Geert Desager, Gaurav Mishra, Gary Schoeniger, Gareth Kay, Faris Yakob, Emily Clasper, Ed Cotton,Dustin Jacobsen, Tom Clifford, David Polinchock, David Koopmans, David Brazeal, David Berkowitz, Carolyn Manning, Craig Wilson, Cord Silverstein, Connie Reece, Colin McKay, Chris Newlan, Chris Corrigan, Cedric Giorgi, Brian Reich, Becky Carroll, Arun Rajagopal, Andy Nulman, Amy Jussel, AJ James, Kim Klaver, Sandy Renshaw, Susan Bird, Ryan Barrett,Troy Worman, S. Neil Vineberg,C.B. Whittemore, Mike Sansone.

image thanks to kevindooley & eric_phillips

The AOC: Your Favorite Chapters

So, I'm writing a new book called "The Age of Manipulation: The Religion of Intelligence and Societal Control through Conversation." It'll be a sweet follow up to the book you're probably already tired of hearing about, The Age of Conversation, which is out today. Go buy it here. For old people, we have hardbacks, for the youngin's, we've got the ebook. And for people who just can't commit, there's even a soft-cover, too.

Go do it!

Also, come over this way, report back your favorite chapters and why. Best response gets a free hardback. If you already have a hardback, you can give it to your best friend. If you don't have any friends, you can at least feel good that your response got some extra money donated to charity.

Need responses by August 15. Do it!

The Conversation Age: How to Beat the Bible in Book Sales

Drew and Gavin kicked a liitle e-ass with the new e-book, "The Conversation Age," featuring 100 marketing luminaries from across the blogosphere, and beyond. Although I don't envy the amount of time these boys had to put in on this project, I am jealous that they've already gotten to read it. I get the feeling the benefiiting charity, Variety, will be more than pleased.

And for those of you just dying for a hint, here's a selection from my contribution, Television in the Conversation Age.

I must admit, it's a little creepy out of context.

I'm hoping these marketing rock stars will make up for my cartoonish oddities...

Gavin Heaton, Drew McLellan, CK, Valeria Maltoni, Emily Reed, Katie Chatfield, Greg Verdino, Mack Collier, Lewis Green, Sacrum, Ann Handley, Mike Sansone, Roger von Oech, Anna Farmery, David Armano, Bob Glaza, Mark Goren, Matt Dickman, Scott Monty, Richard Huntington, Cam Beck, David Reich, Mindblob (Luc), Sean Howard, Tim Jackson, Patrick Schaber, Uwe Hook, Tony D. Clark, Todd Andrlik, Toby Bloomberg, Steve Woodruff, Steve Bannister, Steve Roesler, Stanley Johnson, Spike Jones, Nathan Snell, Simon Payn, Ryan Rasmussen, Ron Shevlin, Roger Anderson, Bob Hruzek, Rishi Desai, Phil Gerbyshak, Peter Corbett, Pete Deutschman, Nick Rice, Nick Wright, Mitch Joel, Michael Morton, Mark Earls, Mark Blair, Mario Vellandi, Lori Magno, Kristin Gorski, Krishna De, Kris Hoet, Kofl Annan, Kimberly Dawn Wells, Karl Long, Julie Fleischer, Jordan Behan, John La Grou, Joe Raasch, Jim Kukral, Jessica Hagy, Janet Green, Jamey Shiels, Dr. Graham Hill, Gia Facchini, Geert Desager, Gaurav Mishra, Gary Schoeniger, Gareth Kay, Faris Yakob, Emily Clasper, Ed Cotton, Dustin Jacobsen, Tom Clifford, David Pollinchock, David Koopmans, David Brazeal, David Berkowitz, Carolyn Manning, Craig Wilson, Cord Silverstein, Connie Reece, Colin McKay, Chris Newlan, Chris Corrigan, Cedric Giorgi, Brian Reich, Becky Carroll, Arun Rajagopal, Andy Nulman, Amy Jussel, AJ James, Kim Klaver, Sandy Renshaw, Susan Bird, Ryan Barrett, Troy Worman.

Chris Anderson's "The Long Tail"

Chris Anderson, editor of Wired Magazine, has a new book, "The Long Tail," in which he discusses, you guessed it, the long tail.  He masterfully describes in great detail the mechanisms at work, changing our consumption habits, and further segmenting us, not by geography, age or skin color, but by our common interests.  Chris says:

"Instead of the office watercooler, which crosses cultural boundaries as only the random assortment of personalities found in the workplace can, we're increasingly forming our own tribes, groups bound together more by affinity and shared interests than by default broadcast schedules.  These days our watercoolers are increasingly virtual-there are many different ones, and the people who gather around them are self-selected.  We are turning from a mass market back into a niche nation, defined now not by our geography but by our interest."

The long tail is essentially the relationship between the hits, and everything else.  Hits have the biggest sales, and everything else, much smaller.  The top 100 hits individually might far outsell the rest, but the increasingly abundant tail provides a huge profit center when sales are combined.

This is shown in the graph below

But now, we're seeing a shift from the top 100 (the head) and more power and profits to the tail (everything else).  Although, Chris shows off some technical chops in the book, I'll leave it to you to read the book for further explanation.

The real power in this book is more from a cultural standpoint, rather than a purely economic one.  As we see companies like Netflix, Amazon, Itunes, etc. extend the tail further and further, the hits get less impactful.  As the tail gets longer, the tools of production get less expensive, and the filters that help us search the tail get better, we can see this shift happening.

It's happening on our television sets, our computers, our supermarkets, and our theaters.  As the Internet grows, it allows us to have, as Chris says "the Paradise of Choice" and the means by which to find the things that interest us most, no matter the producer.  It's an increasingly decentralized version of the media power structure that's falling apart today.  As Chris puts it:

"Every time a new technology enables more choice, whether it's the VCR or the Internet, consumers clamor for it.  Choice is simply what we want and, apparently, what we've always wanted."

This is a must read for anyone proclaiming the successes of new media, and both technically and rhetorically brings to light how we have been and will be affected by our new digital landscape, and the explosion of the niche,

Now, if you have an interest in the book, I will very web2.0ishly be offering to pass it right along down the line.   The first one to post a comment or send me an email gets the book, and I'll have it shipped out to you on Wednesday.

Any takers?

Buy the Book.