The 1% rule in CGM

I have already posted my suspicisions about real participation in consumer generated media or content sites. The Guardian now has some more numbers in the article about the 1% rule

It’s an emerging rule of thumb that suggests that if you get a group of 100 people online then one will create content, 10 will „interact“ with it (commenting or offering improvements) and the other 89 will just view it.

That sounds like CGM marketing efforts are almost not worth it, but if you think again, the 1% are the „opinion leaders“, that influence 10 heavily and 89% at least partially…

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The blog for the ad…

There is a new, useless but nice idea for ad campaigns: Sony is currently shooting their new commercial. We all remember the Bravia Ad with the million-colour balls in the streets of San Francisco. Well, the new commercial is going to be shot in (sunny?) Scotland, as the blog for the commercial mentions. And that’s also the interesting news. Sony decided to open a blog that updaets us on the production of this new ad.

Now, that is an interesting idea and I am sure many advertisers will follow that blog more or less frequently. But is it really useful for the general public. (Or, on another matter – who is the target audience of that blog?)


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YouTube – Serving 100 Million Videos a Day

… or more than 2.5 billion in just one month, writes ExperienceCurve. That is 60% of all videos watched online – and that’s a pretty large figure, considering most people don’t even know YouTube yet or watch online videos at all, for that matter.
At the same time, Nielsen states that TV Networks count 20 million viewers at any one time, which are their lowest ratings in recorded history.

Two large numbers, that deserve to be mentioned in one post as if to draw comparative conclusions. Yet, they shouldn’t be directly compared. Online Video still only consists of short clips, mostly user generated, the networks (at least in Germany) show professional content, movies, sports, etc. The interest of users is different for each medium and even though growth rates online soar, there is a limit to how much user generated content I can stand per day/hour/minute. And I doubt that’s much different for most people.

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First reviews of the Long Tail Book

There is a rather good and interesting review of the book „The Long Tail“ by the The New Yorker. I just ordered a copy of that book today. Even though I feel I have read so much about the book online in blogs and reviews, that I don’t see how the original print edition can contribute any value – on the other hand I am a book junkie and I wouldn’t want to miss the feeling of actually holding it in my hands and browsing through the pages…

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Strategy as the new commodity

Umair hast an interesting Post about how strategy is in danger of becoming the new commodity (in his opinion), and the fact that creativity will be the next thing to add true value:

In a world where strategy is a commodity, creativity becomes the vital factor from which value flows. When everyone can think strategically about everything, the locus of value creation shifts from out-thinking everyone to out-creating them.

I don’t full agree. True, strategy is a lot about analysis and in that respect it is a commodity, in the same sense that information itself is becoming a commodity. But strategy is also about what you do with that information and analysis. And when you think about it: that is, in effect, creativity. Shaping the future, going new ways.

Everything else is just management, as one of the commentators wrote:

strategy is a subset of creativity – it is management that is the commodity and it is management that is no longer adding value.

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Mobile Marketing in Print Magazines

Lucky Magazine Introduces Mobile Marketing Program.

Readers just have to text a message to the magazine to purchase goods advertised within this magazine. The whole system uses PayPal’s Mobile Text2Buy technology.

Nice idea, since the mobile phone is something you always carry with you. As opposed to the internet, a mobile connection is really always present.
The market is apparently not very big yet (and won’t be for quite some time in Germany, I am sure), but is expected to grow quickly in the next ouple of years.

Sofar, however:

most marketers will remain on the sidelines until there is substantial positive buzz and some sort of tipping point in the mobile marketing arena is reached


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