Tocquigny

As broadcast TV and radio media look to transform their business models and content delivery, some new media pioneers are making serious headway in claiming valuable niche territory.  For a few years now, I’ve been listening to various shows on a “podcast network” dubbed “TWiT” (originating from This Week in Technology).

Created by broadcast radio personality Leo LaPorte, aka “The Tech Guy,” this single network has around 35 niche shows – which LaPorte prefers to call “netcasts,” because “podcast” implies it’s only been uploaded to iTunes.  In fact, each weekly netcast can be viewed LIVE or pre-recorded via any smart phone, iTunes, Android app, iPhone app, various set-top boxes, YouTube, you name it.

The live version is mostly for the die-hard fans, many of which log into a chat room to provide real-time fact finding and expert consensus.  Every once in a while, the host needs help on a topic faster than a Google search, so they’ll say something like, “I don’t know…chat room, can you help me?” and within seconds the question is answered accurately, and you’re moving on to the next topic.

All content is free, and their ad model depends upon each show host to put their own spin on in-show mini-monologues that are often much less annoying than a produced piece. If you’re out and about while listening, and want to dive in deeper once you’re at your computer, each show has easy-to-find show notes with related resources and links.

So, we all know what podcasts are…it’s just amazing to watch LaPorte build his empire on a shoestring with everyday technologies like Skype and to realize how hard it will be for other players to catch up in the niches that TWiT chooses to dominate.

My favorite netcasts are TWiG (This Week in Google  - covering all things ‘cloud’ with special focus on Google) and TWiT…the flagship netcast after which the network was named. 

One fun and useless thing I learned this week is that you can Google the phrase “Google logos” to find a repository of all those clever holiday Google logo doodles – cool to see them all in one gallery.

Check it out on www.twit.tv. Even better, look up ‘twig’ or ‘twit’ in your iTunes app (or one of the various Android apps) next time you hit the gym or walk the dog…if there’s any geek in you at all, I promise it will not disappoint!

Prototyping your product can solve many problems! Unfortunately, it has a major misconception: Too much TIME is involved with little payoff for either the agency or client.

I believe any process embracing prototyping will not only gain responsive UX, but all business parties will reach their goal much faster. Here’s how: 

http://www.smashingmagazine.com/2011/03/07/lean-ux-getting-out-of-the-deliverables-business/

Client & Account Manager

Prototyping is the fastest way to get back to your client. It opens up a quicker stream of communication by allowing your clients to see and test core functionalities of their site. It allows them to feel involved and be heard when feedback can be given sooner, not later. Mainly, the client will never have to hear the word “No” once they have been given the chance to validate and see the prototype.

Designers/Developers

Prototyping forces agency developers and designers to converse often and close the gap between the left- and right-minded thinkers. It allows designers to embrace web best practices sooner, while maintaining creative control of their site. It allows developers an opportunity to discover, code, and minimize duplicate objects. Mostly, time is saved on both ends, as rarely will a step be taken without the other involved.

Agency

Overall, seeing an actual site versus a PDF can make the process between the agency and client leaner and cleaner (see image above). It will create easier steps for everyone in the agency to succeed.

In my ongoing pursuit of a more scientific approach to business and marketing measurement, I’ve picked up some amazing texts that are delightfully packed with delectable insights. Today’s page-turner is How to Measure Anything: Finding the “Intangibles” in Business by Douglas W. Hubbard, the inventor of Applied Information Economics (AIE) and an internationally recognized expert in metrics, decision analysis, and risk management.

There are many misconceptions out there about measurement. So far, this text has helped remind me that measurement is not about creating absolute certainty. In fact, if we do approach measurement expecting some sort of exact outcome, few things will seem measurable at all.

Instead, measurement merely helps to reduce uncertainty. And, for today’s measurement inspiration, I’ll leave you with Hubbard’s simple yet smart definition of measurement:

Measurement: A quantitatively expressed reduction of uncertainty based on one or more observations.

What seemingly “immeasurable” outcome has stumped you lately? It might be time to re-think…

In the past few years, thanks mostly to the influence of the Internet, stereotypes regarding any and all things “branding” have come under scrutiny. Many of the ideas regarding what makes for a good brand and how it’s maintained – ideas that were foundational within the advertising industry – are now crumbling.

It doesn’t seem so terribly long ago that we all thought of a “brand” as an ideology solely created by an entity as an ideal reflection of itself, with the purpose of conveying that ideology to a given audience. A successful brand didn’t change or fluctuate. It was the suit of armor that every company wore, a steadfast and true identity.

Of course, the Internet – especially social media – changed all that. So did the fact that we now have so many new mediums (smartphones, tablets, viral videos, etc.) upon which brand messages can play themselves out.

In essence, those of us in the advertising business now have to grapple with the reality that a brand is really a much more organic thing, shaped through the living conversation that occurs between an entity and its audience, as well as through the medium in which the conversation takes place.

I mention all this because I recently came across the new logo design for the TBS cable network and automatically saw it as a particularly brilliant and concise demonstration (as all good logos should be) not just of how TBS wants the world to perceive them, but of how a brand really functions today .

TBS 2011 Network Rebrand from ferroconcrete on Vimeo.

How fun is it to watch it dance around and morph to purpose, acting and reacting as if it’s part of a conversation rather than a steadfast idea? It begs the audience to interact with it and influence its next move. Don’t you want to take TBS home with you and make it part of your family?

Welcome to branding 2011. Welcome to the conversation.

Any agency worth its salt says it is an agent of innovation. However, this innovation usually applies exclusively to client projects or proposals for new work. I say “usually” because, as I read a few weeks ago in the New York Times, a small number of agencies are beginning to innovate for themselves – selling their own products and dabbling in start-up projects.

After reading this article, my natural reaction was, “Why isn’t every agency doing this?”

The easy answer is that most agencies aren’t willing to invest in staffing for “ideas,” which goes against the traditional model of hiring according to project need. The problem here is that delivering a full load of consistently great products to existing accounts in addition to focusing on new client work is hard enough. Going beyond that is difficult for many and can be a crusher of new ideas.

The other answer is that most agencies don’t know where to start. Do agencies encourage employees to innovate, and then back it up by fostering an atmosphere of entrepreneurship? Have agencies tapped into the full potential of their current talent, beyond their skill sets in Creative, Interactive, Media, etc?

Even for well-intentioned firms, the answer is no.

Fortunately, Tocquigny is ahead of this curve, which was illustrated recently by BuzzBrawl, our web app that gained renown at SXSW. BuzzBrawl is a product of innovation beyond the campaign, and a big step in the right direction.

I don’t expect many agencies to go too far down this road, but they should. While the sacrifice and paradigm shift might cause some short-term pain and raised eyebrows, doesn’t it sound appealing to be a thought leader (prospects love this) as well as being virtually recession-proof (employees love this) over the long haul – all while still doing great client work (clients love this)?

Still not convinced? Have you asked your staff recently? Ever heard of Google?