Adult Swim

As Rob is off on a nostalgia trip of lycra pants, long hair and sneaky trips away from HHCL where we used to work in London to read Kerrang I thought I'd share something that came my way in RSS feeds last night from Tokyohanna, that immediately stood out from the usual music tip offs.

I really like this ability to embed and share music with people through blogs and widgets. It's a terrific recommendation/distribution model, and means that Adult Swim make it into my awareness and/or consideration set quickly easily and effectively.

I guess their next task is to find a way to get a few Euros out of me. I believe they can do this outside of the traditional revenue model and despite David's startling assertion in a brilliant post he just wrote that content production as we know it may be dead, or even the nature of content itself.

I'm guessing it depends a lot on the context but make sure to follow his thought leadership blog for more on the future of media and take time to check out David's seminal 'Where are the Joneses', for a glimpse I believe into the future of mobile content.

The other talent that caught my attention recently off the Radio One site are Crystal Castles. This video is for Rob because its all about the noise right?

China 2.0

Here's what I would do if I was serious about marketing in China. China has the largest internet population in the world, and it's still growing. The shift from television screens to internet screens on computers or mobile phones is the largest media exodus ever. More people will engage with the internet on a mobile phone in China first than in any other country. The numbers go on for ever really. China is all about the numbers.

However Chinese internet isn't really Web 2.0 yet. The Western model of identity and profile through Facebook and Myspace et al simple doesn't work here, but use of BBS is unbelievably masssive. I wrote about it over on Kaiser Kuo's excellent digital China blog some weeks ago here. The most dangerous focus group topic I ever raised was identity versus anonymity here in Beijing with quite progressive University students. Even mentioning that 99.9% of China's internet voice is completely anonymous on Bulletin Boards (BBS) against the thought of 'appearing' on the net as themselves was enough to silence a room full of respondents with fear, as if I were interviewing them for Komitet Gosudarstvenoi Bezopasnosti in Soviet Russia. I'm not exaggerating.

Whether its the State, or the group or the family there's something about being identified or attaching a face to content that terrifies Chinese folk. Face is a big deal in Asia. However the internet is a very valuable and highly appreciated part of middle class Chinese ability to express themselves and articulate their thoughts. Sure a lot of it is flame wars but I think we all know that flaming is part of growing up on the net. Its not hard to wind people up via the interweb is it? Once that realization is discovered, we tend to move on. Possibly to identity/reputation management which is definitely the new game in town now that Google is in charge.

So here's the thing. 70% of Chinese BBS is built on a platform called Discuz which is owned by Comsenz. They just had another million bucks thrown at them by those guys at Google. Now the killer thing about Discuz is that it is partially open source. Open source is almost an heretical idea in Asia. The notion of 'sharing' is antithetical to the Asian mindset. Secrets and information are valued beyond anything else to the point that sometimes it would appear that some would prefer suffocation than sharing their oxygen supply with other parties. I really mean that, it also explains a lot of the copy mentality that exists in this part of the world. That's the irony to the insane fixation on secrets and not sharing stuff; nobody does anything really new and so everyone is watching everyone else to see if an incremental change or new direction is taken. It also explains why only one or two Asian brands, including Japan have brands that stand out.

But with Discuz there is an opportunity to create a mini platform between profile driven social networks and BBS topic driven net activity. I would suggest writing some code for some widgets to sit on top of Discuz driven BBS and then we have a half way house to facilitate cross networking of BBS and profile/identity management that exist with traditonal social networking sites. I'd even go so far as to encourage all the flamers to pick up a new moniker and treat it like they're in front of their family at all times. Like it's their new 'face'. ....Start afresh like!

So the trick now is to figure out where brands should hang out on the net with their customers and their respective communities. Nobody actually has a full breakdown of this information although Sam from See I See/China Internet Word of Mouth knows more than most.

A proposal I made was to do a standard quantitative research project of the top 500 BBS communities on the Chinese net. If that seems like a lot then hold steady because China is massive and there's more. I think the top 500 BBS communites across the metrics of 'most affluent', 'most populous' and 'most influential' would make sense. Then I would segment all those groups across the usual community interests that advertisers are most interested in, moms and families, car lovers, tech lovers, political, travel and all the usual useful-in-a-rough and-ready-way segmentation seen on those standard tick boxes we are asked to fill in when we subscribe to internet services.

Once this 'new digital media planning data' is available I'd then put forward a China 2.0 media plan. Using the fundamentals of Transmedia Planning and some viral work that embraced volume seeding, Lo-Fidelity video and the upside of risk, as talked about back here in the post Black Swan (and here too) I'd think about developing a plan for engaging with existing customers and potential customers on the basis of being interesting or useful to them. That plan should be strategically built on a broadcast to narrowcast basis or vice versa depending on the rationale for engaging/reenforcing something at an internet dialogue level first or television's monologue model. Its quite exciting when I start to think about creative briefs written with the net first or telly first as a rolling narrative direction. Lots of opportunities there.

The only part I'm still trying to figure out is how to 'represent' in those tens or hundreds of 'communities' on the net where it's important to be useful or interesting for specific clients and their needs. I've given it some thought and my instinct is to identify the people who are most active in and respected in the community. The trick is NOT to buy them, because they then lose their authority and respect (Shills they scream!), but to build up their reputation by giving them the ability to 'share' through either reputation enhancements of information sharing or favour dispensation such as Skype credits or Taboa (China's Ebay) coupons as an idea. It's crucial that all actions are transparent, open, honest and authentic otherwise it all falls apart. Brands aren't very good at that short list of Web 2.0 guidelines and it explains why most marketing 1.0 peeps and planners 1.0 types don't get it.

Ideas like the one above are unlikely to be implented here though any day soon. One of the most frustrating aspects of working in developing economies is just how many bad habits are picked up from the West and then applied cookie cutter style over here. The advertising format is pretty much the same for lazy/untalented marketers and agencies (insert pretty model with product implying that you too can be cool/beautiful/powerful). And then the methodologies for assessing the effectiveness of those campaigns are just lifted from the West without much thought to the notion that Asians have a different perception of the truth or how to articulate it. Even the focus group dynamic is completely stuffed given that cultural differences like Guanxi in China or Grenjai in Thailand exist. This is where even the sharing of inconsequential information is considered reckless and stupid. I did write back here how I would approach Asian research with a fresh mindset because the same old companies come back with the same old rubbish and its not hard to figure out better ways.

I've pointed out that a lot of the advertising people in China have sat on top of 15% GDP growth for 10-15 years and are at best unremarkable and at worst believe their own P.R. but I'm guessing that one or two might read the above and see the seeds of China 2.0 in there. It's all very exciting when I think about it - The End.

Update: I see that some of these ideas have started to materialize over on CWR blog.

China Protest

On Tuesday, I was tipped off that an SMS was being passed around encouraging people to place a heart on their messenger and boycott Carrefour in protest at the Olympic flame's experience in France. Sure enough my messenger now looks something like this.

There's no need to have an extended commentary on this except to say that nobody questions the Chinese people's love of their country. There's a lot to love, and I'm particularly fond of the people of Beijing. However all countries/governments get it wrong at some point and the real journey in life begins when we begin to love and trust ourselves.

I think this young Chinese man who blogs in English has an international and mature perspective that corresponds more closely with the Olympic Slogan of One World One Dream. I blogged about it over here and questioned the sincerity and logic. Nothing would please me more than if the Chinese people proved me wrong on this.

Punk Planning Banned in China

I guess it had to happen. The blogging platform Blogspot has been switched on and off since 2003 but I've managed to finally draw the attention of someone somewhere and been placed on the list, along with the greats like Robert and Sean (ahem), of Banned blogs in China.

Daily Stats

Depressing really, my own colleagues don't find me Interesting at all! Or maybe it's because Blogspot has only recently been allowed in China! Seriously though the unsung secret of Blogging is Google Analytics. It's the only quantitative evidence I am hopelessly addicted to. It'sa deep diving internet analytical tool that has taught me a lot about how to think through e-commerce, click through and bounce rates, search engine optimization and all the other features and benefits that will appeal to even the most creative planners amongst us. The numbers above don't reflect the RSS subscribers I have, although I intend do a post about Feedburner (and/or Feedsky for China) soon because its interesting and also the political implications of RSS readers and subscribers are quite considerable in places like China where pluralism of opinion is often anathema.

Qik - Part II

I left a comment on Robert's blog some months back about QIK because I could not access it in China without the aid of a proxy server and also because I couldn't get a QIK invite, which I thought was something to do with being in China. QIK got in touch with me and gave me an Alpha Tester or something, and I was off and away with live to the internet streaming from a Nokia N95. When I showed it to Nokia in China they were blown away as I demoed it in their offices but as usual with the future, too many clients are buckling under the present to be truly inspirational.

Anyhow an immediate thought was how controversial this could be if I was in the wrong place at the wrong time or the right place at the right time depending on the context (everything is after all contextual) and I think the recent spotlight in China has highlighted that.

I had a low key QIK incident of my own when making my way to the Forbidden City. I saw a crowd gathering around the kind of vehicle that only the very rich and powerful can afford to own, as ostentatious luxury cars in Beijing are frowned upon more so than Shanghai. The police were on the scene already, and I took a glance as I walked by only to see a young Caucasian male stuck in a crowd of 20 something Chinese who were looking on intently.

I thought he seemed like he needed some help and made my way over to offer a hand. He had a cut finger, the car was scratched and he explained to me that it had knocked him off his bike. I could see that the police were at a loss for what to do because they didn't speak English and both the boy wanted to get on his way and the car owner was eager to accept the cost of a spray job and avoid bureaucracy escalation. I called our brilliant HR Manager Grace who is way more of a planner than most planners in China, to see if we could get the cops to put the pad away and save everybody a few hours. But you know how it is with those who are used to orders. Once the pad is out its not worth their job to put it away and also the Olympics mean that they are very binary about sticking to the rules. Once I'd done all I could I thought I'd whip the N95 out and do a QIK scene which was beamed straight to the web. Those of you who follow my Tweets are immediately alerted to the live streaming nature of QIK (Althought China is still waiting to go full-on 3G)

Here it is:

And without further ado here's a cut and paste from Johnnie Moore who should take you to the next level of why I am inspired by the tools that are created by the people and for the people. Way more so than Marx had in mind when pushing for the workers to acquire the means of production and why I don't have a problem calling it Socialist Media

If you get excited about where social media might take us all, you'll probably enjoy this post by Grumblemouse: San Fran torch relay is a social media extravaganza. The notion of a guy helping to organise a protest in San Francisco by watching a livestream of NBC and sending updates via Twitter, from his kitchen in London, is pretty cool, I think.

I think today is going to be the social media event of the year as I hear that the Rick Roll flash mob thing is happening in London and you can watch it live from Jamie's phone too if you can't make there. Rumour has it that a brand is involved and I'm wondering if Nokia were paying attention to the presentation Rob and I wrote back in London. We'll see later today.

Ladies & Gentlemen - The Kaiser

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This is why we all think The Kaiser is destined for greatness. Ahead of his time and destined for glory. It's destiny I tells ya. Brilliant!

And Who Could Blame Him?

Via Hugh

DARPA

From DARPA - The people from the U.S. defense research agency that invented the internet way back in 1969 Via Dygicynic

Year of the Rat

melfeasance

Way back last year I met a really nice guy at the Breakfast Club for a Likemind event/Russell's coffee morning crossover who listened while I waffled on about how the internet gave us an opportunity for the planet to voice its opinion and instead of smiling as most people do when I blather on about this subject he fully agreed. Well he emailed me this morning about a project for the world to participate in the forthcoming U.S. elections and break down each countries votes for issues like say Iraq.

Rob has very kindly posted about it over here. I hope we all get a chance to say more about things like this in the future. If you know a way that you can contribute or spread the word that would be great because there is going to come a time shortly when it will be difficult to ignore people's opinions on the internet. Its happening already and I hope the developer of 10 questions gets this off the ground. Your support in publicizing it would be terrific.

He shoots. He scores.

Just before I got shipped outta London to Beijing I met up with some great guys from TBWA/RAAD who were talking about some very attractive Middle East planning action that would have meant a gold plated Royce, a Vertu mobile and a dental plan to force people at 100 paces to wear secret-service dark shades to protect their iris from my egregiously shiny white teeth. Sadly I couldn't take them up on their exploratory offer because of my commitment to move to China, but they did ask if I knew anyone I could recommend.

Which got me thinking!

It had to be someone who was into digital and I also thought international which isn't for everyone so it was a toughie. But one of my thoughts was Sam Ismail. I suggested it might be worth hooking them up. They asked me why I wasn't charging a fee for this but then disintermediation, reputation management and network nurture aren't easy ingredients to whisk-up into a sound bite on the spot so I just told them I'm nice because I needed the love right then. Anyway, as was the case with Famous Rob who landed a number oop North from an introduction I talked about back here I'm pleased to say that Sam is going to be a big planning Kahuna in one of the most dynamic and culturally rich places on the planet too. Fresh out of a psychology degree and straight into the world of marketing communications. It's an experience that will make him grow and I'm looking forward to the Middle East cracking out some innovative numbers because Sam is most definitely capable of delivering welcome surprises. All he's gotta do for this gig is kick back a little and let people get to know his heart of gold first and give them time to dig his burning intelligence second. He says the job thing is a lot down to me but like I told Famous Rob they should thank themselves (and their parent's genes).

That and the guy who started off the whole planning blogging gig in the first place because there was a generosity of spirit which not so long back was rare to find in the previously often pious world of planning. One that is increasingly now benevolent and collaborative. Vive L'internet folks. I feel we're just scratching at the surface of its potential and it's not about the electronics. It's about the potential of the human spirit, which for whatever reason needs nurturing and given every chance. Everyone needs an ounce of luck in this world and if you do get some, try to find a way to pass it on because karma is, in its own way, an investment in our collective future. As long we expect nothing from it. Another philosophical paradox folks but well done again Sam. I'm very proud of you and here's a dirty mug shot before the gay crew-cut look you've recently adopted to let you know I got it all on file ;)

2007

Its drawing towards the end of the year now and what a year its been - I'll never forget 2007 AD because it came fully loaded with really good people, terrific connections, quality conversation and deeply interesting times - I can't say that about every year. There have been a few turkeys.

All the people I went out of my way to meet this year were both digitally-literate and networked to the hilt. I've been pondering recently that in theory I could go missing, and still feel confident that it wouldn't take me more than a few days to get back up to speed; what's new, where to look, what's interesting, where its developing. I'd probably never ditch Twitter though even if I do try a spell as a Benedictine monk. There's nothing in their rules on a vow of silence preventing an SMS of what I'm doing! 

What am I trying to say? I think this augmented extension of the self through the internet, can provide an ability to repair foolishly untended relationships quite quickly. That I think this nascent network in 2007 is invaluable in terms of digitally experiential relationships, and probably seminal in terms of human relationships. There's nothing quite like meeting the characters behind the keyboard. It doesn't matter about the country or the culture. I think this new social pattern is a different process than say being disconnected from your mates, since you left school and then the internet kicking off and finding Classmates.com or Friendsreunited.com rudely interrupting the illusion we hold of ourselves. The one that we have built in the absence of continuous partial attention reminding us of who we all actually are. I think this says bundles about the difference between the digital natives and the digital immigrants. I find it fascinating that in the future there will be no people like some of us immigrants who have the benefit of both hindsight and I hope a little digital foresight...... But I'm not planning on going anywhere. There's just way too much interesting stuff going on. 

You could do no better than look at Johnnie Moore's recent post about David Snowdon which reaffirms what I think is a profound change for 21st century communications. There is the notion that we are rewiring our brains to do what they always did best anyway; absorb lots of loosely connected information and build a picture from that which equates to a much closer representation of reality than the one that 20th century hierarchically driven monologue and the militantly linear and didactic process that the scientific method dispensed us. Oh shit, that sounds like an intellectually conceited mouthful doesn't it? I do go off on one occasionally. Sorry about that. 

An easier way to understand all this might be to highlight that humans are designed for chit chat. We absorb stuff much better that way. Anyway I didn't know I was going to go down this path when I set out on this post because I find blogging about communication theory a little bit like complaining about the food not being salty enough when the salt mill is to hand. But I am very grateful that some people have been paying attention because I'm (it should be we, but I don't want to sound like I'm aping Wallpaper), are just a little bit chuffed that Punk Planning made it into Campaign's top ten blogs. We're also deeply indebted to people like Rob Campbell from Musings of an Opinionated Sod for showing the rules and conventions that can be broken, while still being able to spot the corporate/agency stench of bullshit from leagues and furlongs away. Opinionated Sod! We salute you :)

Internet Youth China

I've been taking a look around Beijing and as part of that exploration visiting random internet cafes and enjoying the luxury of being able to observe the customers. It's pure gold getting to know what they are using their computer terminal for, how they behave and what is their internet life through free observation.

As a nomadic planner, I've always done this in internet cafes around the world for the quality of information and even made a point of getting to know the owners of these places to pick up early on digital trends. This is the place where I first learnt that QQ is popular in Asia over 4 years ago from the owner of Bull internet in Hua Hin on Petchakasem road. Its also the place where I first picked up on that Camfrog trend which says so much about the way Asian youths leapfrog the cultural mores of the West in ways that most people are still trying to figure out. For me sitting in internet cafes is a bit like sitting in twenty peoples living rooms as an ethnographer and qualitative researcher all rolled into one. It's pure digital voyeurism and although I'm writing a report on this for a client, I can share with you that I've never seen anything remotely on the scale of the place below.

The usual modus operandi for cyber cafes in Asia (outside of say HK, SG, KR and JP) are that the computers are disparate second hand models still using CRT monitor technology and the places are often screamingly loud (particularly out of school hours) from all the game playing going on. I usually need to wear headphones and listen to music to keep my sanity, if I have work to do, but the place above was unnervingly silent - like walking into a library where the majority of people are studying and not browsing. You can practically feel the thinking going on as if it's an extended digital nervous system. Now this might not seem worth a mention if it wasn't for the sheer scale of the place. The photo doesn't quite do it justice but from where I'm standing on the stairs the length of the room is cavernous and between twenty to thirty rows deep. All of the customers were relaxed and even smoking cigarettes while facing completely uniform terminals and LCD screens with web cam as standard which is more than can be said of many advertising agencies or their clients who haven't cottoned on to the implications of web cam.

There wasn't a peep to be heard. This shot was taken at 1 minute past 9 in the evening. I'd say television's monologue is beginning to look quite stale if this amount of people choose to pay money rather than watch the free state controlled offering. I'd also say that the internet users are some of the most informed customers in China. Worth keeping tabs on, don't you think?

Move Over Darling

That's China for ya babies. They gonna rock this century. Then its India.

Shared Browser Surfing

A-Wix

People like me often have internet messenger conversations where we're frequently sharing links with our friends from around the world in real time. If you're a social surfer too then get yourself on the beta testing list for Me.dium It's a social web experience that allows people to share a browser. There are a hundred different uses for a tool like this and reminds me of a post that Faris mentioned he intends to write about 'guided web browsing'. I guess I should remind him now as that is where I heard it first. Or shall I just steal it? :)

Keep an eye open for this one. It's a big idea on a very wide stage.

Renaming The Internet

While walking through my favourite street market in the world, on Berwick Street in Soho recently I've noticed a small sign with a big claim that was mentioned again at yesterday's planning get together coffee morning

. dot TK - renaming the internet.

I finally checked it out and it seems to be an interesting idea. A free domain name that redirects to a website of your choice. I've reserved www.accountplanner.tk to point to this blog. Unfortunately www.justdoit.tk is taken so I can't cause a kerfuffle and get sued, thus pointing the worlds traffic to this site by being a punk planner. Check it out, its an interesting idea.