Sad: A Pinterest spammer tells all (via Dailydot.com

Pinterest is by FAR the easiest social network to spam right now. Quite possibly the easiest ever to spam. It requires almost no work to get started and no money to invest. You just have to know how the system works and how you can fix it to your advantage.

via www.dailydot.com

There's always someone. Worth a read though, as it helps to illuminate (a bit) some of the growth of pinterest. It's not all suburban mom's pinning pictures of the rooms they want to make for their kids.

Confessions of an Agency CEO | Digiday

I am big believer that, whether they want to admit it or not, agencies are defined by their clients. A client’s willingness or desire to do interesting or innovative work is what’s going to help you or hurt you in your attempt to create successful campaigns, build a portfolio, win awards and recruit new talent. The client’s culture invariably rubs off on the agency. It’s important to consider this going in to any new relationship. Good clients are secure and accountable individuals, who know what they need to do and can give clear direction.

via www.digiday.com

Worth reading twice.

Another Entrant in the Hispanic Media Landscape

Ora.tv and companies like it are trying to reach the growing number of video consumers on computers, tablets, phones and Internet-connected televisions. Google is seeding dozens of on-demand channels that are starting this year on YouTube. Netflix and Hulu are starting original shows. And Amazon is believed to be getting into the business.

via mediadecoder.blogs.nytimes.com

Smart CPG's with content to distribute should take a good look at this.

Peace-Seeking Punk Rock Pizzaiolo. – Thinly Sliced, Generously Served

The 39-year-old moved his pizzeria from the East Village of New York City to San Francisco in 2010, opening in mid September. An avid cyclist who owns nine custom bikes made in the Bay Area since 2003, Mangieri decided his passion for riding and the outdoors was greater than his quest for riches in the Big Apple, so he closed his doors, took a year off, got married, packed it all up, and headed west.

via garyb.posterous.com

If this guy likes good beer, i might have a man-crush. Or, at least one more dude to hang out with on the west coast.

Great writing, as always by Gary Boulanger, an old friend who always inspires me to focus on art, craftsmanship and integrity.

Highly Recommended: Give it five minutes – (37signals)

Ideas are fragile. They often start powerless. They’re barely there, so easy to ignore or skip or miss.

There are two things in this world that take no skill: 1. Spending other people’s money and 2. Dismissing an idea.

Dismissing an idea is so easy because it doesn’t involve any work. You can scoff at it. You can ignore it. You can puff some smoke at it. That’s easy. The hard thing to do is protect it, think about it, let it marinate, explore it, riff on it, and try it. The right idea could start out life as the wrong idea.

So next time you hear something, or someone, talk about an idea, pitch an idea, or suggest an idea, give it five minutes.

via 37signals.com

This is so well worth the (ha!) five minutes it takes to read. I live with this issue every day, and i'm on both sides of it.

It's really a reminder to be mindful, to listen, and process before publishing.

Constant Content: An Agency Business Development Opportunity

(note: this is an incomplete post. Theres lots more to explore here, so i'll need to come back to this one)

Most brands that are heavily active in social media have already discovered just how important content is to their marketing. More and more, brands need to act like publishers in order to keep their fans/followers and close community active and thriving as well as to keep their marketers learning. this flow of "constant content" can be significant burden for marketers, but if done well, the "constant content" can also be an amazing source of insights and ideas (i'll cover that in another post sometime)Note: i'm not going to wade into the discussion of "content marketing", which seems like a neologism for "marketing" and a phrase that seems highly correlated to SEO guys and social media "experts".

But, how do marketers make that shift? For many of the larger CPG companies, the demand for constant content is especially hard, as their whole organizations are designed for maximum efficiency, and social media publishing runs completely counter to efficiency. Just as importantly, most larger CPG's are highly leveraged, staff-wise, relying heavily on their agencies partners. And, guess what: This is another job traditional agencies are not ready for.

Ambitious agencies will build content studios as separate businesses to help their clients ease into the publishing stream. They'll design around user stories like these:

  • Client needs a 100 word blog post from the ad shoot. Needs it to cost less than 200 dollars.
  • Client is very happy with the content project they completed for 10K, where we delivered 4 1 minute videos and supporting blog, twitter, and facebook posts over the course of 2 months.

They'll focus on solving a significant executional problem with superb efficiency and, at the same time, bringing the best creative makers to the projects. That operational double-play is what clients will pay for.

Here's how to do it.

  1. Set it up as a separate P&L. The cost structures, the salaries, the working model are going to be completely different than your standard business. For instance, large agencies can't show up to a meeting for less than $5K. In a content studio model, you should be able to deliver 3 or 4 projects for that. 
  2. Hire lean. You probably only need a couple people, not a full staff of creators. With so many ad-hoc project creators out there, you can work with freelancers for almost everything you need. 
  3. Hire two key roles: A project manager and a talent coordinator. The project manager works with the clients (or your normal account people) to define the projects and deliverables. The talent coordinator works her network of writers, bloggers, photographers, video experts, makers etc to find the right people for the job. Then, both work together to package up the cost & timeline for the clients. 
  4. Focus on fast turn, low complexity projects with "good enough" output – Not every post is going to be gold. Not every video should aspire to win awards. Sometimes, brands just need good content to flow out: Blog posts, social media content (twitter updates, facebook posts, curated experiences, etc.).
  5. Avoid the urge for to go for the "Big Idea" – Keep it super simple. Work through the deliverables fast. Focus your "big idea" efforts on the main part of your business, not the content studio. The studio is all about executions, not huge ideas. 
  6.  Charge for the deliverables, but not too much – Avoid the urge to charge regular agency production costs for this content. These aren't ads and they are not "broadcast quality" so to speak. It shouldn't take as long to create, it shouldn't require as much polish. 
  7. Work with the best talent you can possibly find, especially the ones that don't work in your office – Avoid the urge to utilize the extra capacity of your production bench. Seriously. Go find the exciting, cool makers out there, the designer in Montivideo who has awesome skills, the videographer in Copenhagen that did that cool short you like so much. your client will be happier, you'll have more fun, and your network will expand. If you have your junior production artist do the work, your client will be pissed that a) you haven't searched for someone new and b) that person isn't working on your other project and c) that you're double charging them. 
  8. Avoid the term "Content Strategy" – Amitious agencies have presumably helped the client figure out who they are, what they believe in, what they make, and how they want to communicate that. So, the content should fall right out of those other strategies. 

There are a number of agencies already pursuing this model, and some are completely organized around it already. Should be interesting to see how innovation flowers here. 

Any examples of companies or agencies doing this especially well?