Scripting News for 4/21/2007

First user-facing Twitter feature 

For OPML Editor users…

While I was waiting for today’s movie to start, watching some boring Coming Attractions, I was thinking about Twitter, and how to connect it to blogging software.

I went over the options, you could connect a RSS feed, so every post would be Twitted, immediately, as soon as it’s on the web. I didn’t like this so much.

What I opted for is to make it easy to post a link to your blog post to Twitter, by clicking a button, when you’re ready.

Here’s how it works…

1. Choose Update opml.root from the File menu. This will also update dotOpml.root.

2. Quit and re-launch the OPML Editor.

3. Jump to user.twitter.prefs, and enter your Twitter username and password.

4. Choose Open today’s outline from the Your OPML Weblog sub-menu of the Community menu.

5. Enter a blog post. When you’re ready to notify your Twitter friends of its existence, click on the Twitter button. A dialog appears, confirming what you want to say, and allowing you to edit it if you like. If you click on OK, it adds a permalink to the text, and shoots it up to Twitter.

6. And a few moments later, your wisdom is on Twitter.

Good advice for everyone 

David Weinberger: “MoveOn.org can decide to make political hay out of McCain’s gaffe, but we all pay a price for it.”

I agree. And our corner of the blogosphere can benefit from that advice as well. Think about it.

21st century advertising 

This is what I’ve been talking about.

In the future, advertising will be so entertaining that it will create its own pull. No need to intrude, to hitch a ride on other more compelling content.

8/3/06: “If it’s perfectly targeted, it isn’t advertising, it’s information. Information is welcome, advertising is offensive.”

8 responses to this post.

  1. Uh this ad isn’t that funny. Funnier than what’s currently in production on most network TV stations? Maybe. But really truly so funny that I’d hang around for 3 minutes and 40 seconds to watch the whole ad instead of using that time to say make some popcorn, grab a drink, channel surf, attend to some important bodily functions, etc? Doubtful. And what about sitting through it for repeated viewings (TV commercials can be expensive to produce so understandably the advertiser is going to want to show it more than once)? Heck no.

    Of course this says far more about the current state of TV content (and in particular TV sitcoms on broadcast TV) than advertiser content.

    Try setting the bar for both just a little bit higher please Dave.

    Reply

  2. Entertaining advertising that creates its own pull is not a future story. There have been must-see (read, hear) ads for as long as there have been courageous sponsors. In the 60s, Stan Freberg did some radio ads that had listeners calling into the stations to find out when they’d be on. The 1984 Apple ad falls into this category.

    Trouble is, that it doesn’t work for every category of product, it doesn’t reach every relevant target, and doesn’t solve every possible advertising challenge.

    I agree that advertising is trending in the directions you talk about. I disagree that everything will flip. Even in the future there will still be a call for hitchiking, interruption, and borrowed interest. The mix will change. But there’s not just one bit to flip here.

    (But maybe you’re just using a rhetorical hperbole… sometimes I can’t tell.)

    Reply

  3. Posted by TF on April 21, 2007 at 9:02 am

    I found that ad ultimately unoriginal (derivative of several others), tedious, repetitive, long, uninteresting, not funny, and no more informative than the typical “used car salesman” advertisement.

    To each, his own.

    Reply

  4. Man, you guys totally miss the point.

    Whether you like the ad or not isn’t the point. And Michael I have no idea what your point is other than you’re an expert in advertising and understand something that a poor schnook like me can never hope to. Whatever gets you through the night.

    Look what these guys did. They put together a commercial message, and willfully put it on YouTube, and let word of mouth drive it. They’ve probably made more of an impression already than they would have if they had spent a million dollars on TV.

    Reply

  5. Posted by scott on April 21, 2007 at 11:01 am

    What will happen in the future to make the ads more entertaining? The guy in this ad was just annoying. I did not make it to the one minute mark. Why would any sane person willingly subject themselves to advertising without receiving some payback?

    If someone is providing me a service or some content then I am happy to listen to or watch their advertisement knowing that without the ads I would be forced to give them some money to subsidize their efforts. I doubt that most independent content producers could survive if they had to deal with the barrier of convincing their audience to pay subscription fees.

    Perhaps people are missing the point you are trying to make because you have not bothered to substantiate it.

    Reply

  6. Posted by TF on April 22, 2007 at 7:31 am

    I don’t see how you don’t see Michael’s point; it doesn’t seem to take an expert. No matter how user-generated, open, cheap, straight to the consumer advertising is: there is always good and bad. And conversely, you can have very expensive, ad agency-driven polished initiatives that successfully reach across to the consumer in a personal, appealing way (or however you want to perceive this or some other ad).

    It is essentially a creative medium (even if driven to drive financial consumption) that takes use of any available media and means to reach the consumer, no matter what age of technology we are in. This means there will always be “good” and “bad”, effective and ineffective, lost-cost “user-generated” to high end outsourced, etc…

    Reply

  7. “21st Century Awareness Campaigns”
    To me, IT’s all about SupportEyesin – not AdvertEyesin.

    In-tune marketeers who actually care about their clients will stop trying to sledgehammer their way into prospective customer’s hearts and minds. The internet is helping all of us recall (or, tune back in) to the profound value that human beings once brought to the trading floor. The ultimate marketing formula of the future is so symmetrical and beautiful that only those participating (or, taking the risk) in it first hand can truly “get it”.

    The corporate elite’s on going abuse of innovations in technology has always corrupt their organizations. In time, that poison trickles down to their products and services, which eventually leads them to fail their mass customer base and as they become unreliable and unusable or harmful and deceitful the people see it and they talk about it. Lawsuits get filed, stock prices drop, people get fired and companies break up. The good separate from the bad and the cycle of evolution continues.

    The old Chinese sayin, “A fish rots from its head to its tail” really seems to sum up what is happening in regard to the ‘sleeping’ companies now floundering among us.

    Now the tide is rising across all playing fields and one day corporate America is either going to start swimming harder to catch this wonderously colorful wave WITH US (which btw can only be done by withdrawing from their tragically flawed formula of “profits over people”) or inevitably they will be doomed to suffer the ultimate consequence and lose their greatest asset – us.

    Wake up big money cuz were watching you, more and closer than we ever have. You’re in our sea now. Be careful not to tread water or get in our way. Better learn the law of the locals before you come out and play.

    OUR HEARTS AND MINDS ARE NOT A FCCking game. Thx for letting me vent Dave.//

    Reply

  8. Maybe the W.E.T. P.E.T.S. ad is a better example of what Dave is getting at: a commercial that’s so damn good that it’s worth watching all the way through, leaves you wanting more, and makes you look forward to seeing it again.

    I posted a comment about it on tomorrow’s blog comments but I’ll repeat it here so you don’t miss it:

    Dave, since you live in the east bay, you may have seen my favorite commercial, that’s only broadcast on local cable in the Berkeley/San Pablo area: the wonderful W.E.T. P.E.T.S. ad!

    The music is so damn great that Howard and I like to un-mute it and sing along. I put it up on YouTube, and so far it’s got about 75,500 views, a great rating, and lots of comments. Somebody even posted a couple of video replies showing drive-bys of the pet store.

    My favorite comments that capture the impact of this great commercial are “every time I watch that I get a little teary eyed” and “I am now going vegan because I love this commercial!”

    Somebody has even written an in-depth 11 point analysis about what he likes about the W.E.T. P.E.T.S. commercial on his blog, proclaiming “This is the best low-budget, local access CM ever made”:

    7. “Parakeets, rabbits, and–scorPEONS!” Look at the way the scorpion establishes dominance over the previous pets, BURSTING into the middle frame. Damn!

    http://yukihime.com/?p=601

    Reply

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