Managing the Gray – Positive Advice That Everyone Can Use to Succeed

I woke up this morning and the first thing I saw on the web was this blog post from Mitch Joel talking about virtual worlds and it got my mind rolling as I brought the kids to school. When I got home rather then sharing my thoughts in a blog post I thought it would make a better podcast so I could just rattle off my thoughts about how the usability of virtual worlds must get better, how kids are growing up on them and how more people need to start thinking about virtual worlds as social networks.

Some links mentioned on the show in case you want to find out more:

• Webkinz
• Second Life
• Littlest Pet Shop VIPs
• Six Pixels of Separation Podcast

I also briefly mentioned at the end of the show two client projects we are working with on Facebook. One was the online trivia game from Trivya and the other was the aerie kissing booth.

Feedback always welcome at 206-309-4729 or drop me an e-mail.

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When I first heard about Firebrand TV I actually laughed and asked, “are you kidding me?” to the person telling me about it. I mean a website and a television show that did nothing but show commercials with a cute host? Didn’t we already have YouTube and all the other video sharing sites?

I love creative commercials as much as the next guy and the idea of having a site where I can go and view them if I wish is an interesting one, but long term I don’t get how a site like this can survive. It is fun for a few minutes and advertisers might pay to have their ads featured, but after that what? What brings back an audience on an ongoing basis?

Then last week I read about their campaign around the Super Bowl which we all know is as much about the pimping as it is the pigskin. The Road to Firebrand Monday is a campaign across multiple channels featuring some of the best characters and commercials from over the years. Here you can see one of their advertisements for it.

They are also doing a series of special episodes gearing up for this and on the day after the game will feature a special episode hosted by Carmen Electra and Reebok’s “Office Linebacker” Terry Tate. I’m actually looking forward to watching this one episode because it should make for good TV and I always like seeing what other have to say about the commercials I loved and hated. The shows run on ION TV which I didn’t even know I had until I was flipping through the channels one night and discovered it.

I watch the Super Bowl for the game first and the ads second. Especially this year when the Patriots are rolling into town to crush the Giants.

I’m still not sold on Firebrand, but I am sold on this specific campaign. It is a natural and perfect fit for their brand. It is going to be interesting to see what they do with all this buzz they are getting and if it can take them anywhere in the months ahead.

Posted in New Media | Comments(3)

One of my favorite things about owning my own company is that we get to work with great clients who are excited about leveraging social media in smart strategic ways.

This week aerie by american eagle launched a Facebook application that would be playful, flirty and fun for their brand. We worked with them to brainstorm and then develop the aerie kissing booth. They already had a successful and growing Facebook group so this was a natural extension to that.

I firmly believe that Facebook or any other social tool is not a silver bullet solution that works for every company. This is why at The Advance Guard we prefer to never focus on the technology but rather on the goals a client is looking to achieve. Perhaps it is just to build buzz or to raise awareness for a new product or service. Other times it’ll be about getting new users to sign up for something or to expand the reach of a brand. Whatever the goal I like that we also make sure to stop and really think about what is appropriate for that particular situation and brand.

This is the first Facebook application that we’ve been directly involved in the development of and we’ve learned so much. It has been fun to wake up this week to a profile full of kisses.

-Cross posting at CC-Chapman.com and ManagingTheGray.com –

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I’ve been getting asked by lots of people lately, “How do I break into new media?”

I’m a firm believer that all the tools are out there and the great thing is that anyone can start today if they want to. There is no velvet rope, no casting couch, everyone is invited to the party. But, I do think that if you really want to do this as a career (which is what most people are asking me about) then there are some other things you need to think about.

I didn’t state the obvious which is to get in on the ground floor with a company working in the space. I completely forgot to say this during the show, but it is a great way to do it. While The Advance Guard isn’t hiring at the moment we are always open to the idea of interns who are willing to work hard and get some great experience at the same time.

It is more about hard work, passion, curiosity and determination then about any tool, trick or tantrum. Get out there and make it happen. You’ve got the tools, but do you have the drive to make it happen?

On the show I mentioned that I’d love to hear what your goals for the year are. Call them into 206-309-4729 or drop me an e-mail.

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I just finished watching J.J. Abrams talk at TED and am still smiling about it.

He talks a lot about his grandfather and how close they were. I can relate to this as my Grandfather Chapman and I were extremely close. When he died it was not a good time in my life and I felt like I had lost a best friend. My Dad and I often discuss how much he would have loved everything that I’m doing and the tools that we get to play with these days. If your curious I know I get my photography genes from him. I have fond memories of being in his home made dark room as a kid watching photos come to life.

But, what Abrams was also talking about is the concept of mystery boxes and how they can be found everywhere. Seems he has had a box that he bought years ago at a magic shop and has never opened because he loves the mystery of not knowing what is inside.

This got me thinking that to a lot of people and companies new media must seem like a mystery box full of wonder. They read the articles, hear the ranting and raving, but they still don’t fully understand what is inside. What happens when someone opens that box without a guide or a firmer understanding? Should you open up the box or preserve some of the mystery.

I’m not sure of the answer, but as I ride along on the train this is where my mind goes. Pondering the fact that if I asked every person in this cabin of the train about various technologies we take for granted if they would have heard of them or not. I think too often we assume everyone knows what podcasting, micro-blogging and search engine optimization. But, the truth is to most all of the fun things we find on the new media playground are still nothing more then a mystery box.

Part of my goals for 2008 is to speak to more people who don’t know this space. I guess I’m hoping to open the box for more people. I like the sound of that.

Posted in Links, New Media, Video | Comments(7)

In a conversation last night, a question sparked in my brain and I’m curious what your answer is.

What topic of interest to you do you wish there was a blog, podcast or community out there for you to consume and interact with?

I was thinking about this the other day as I had breakfast with my family at a diner and it is one of those places that still puts down the paper place mat with all the ads for local companies on it. Got me thinking that I wish there was a site on the web where I could easily pull up hyper local details about companies around me. Lots of people trying to do this, but no one has got it as simple as that place mat.

What are you looking for? What do you wish you able to learn from new media that you are not getting?

I’m just curious?

Posted in New Media | Comments(1)

A new year full of opportunities for you and your business. What resolutions are your setting? Can you measure your success? Will you know when you achieve them? I hope so and talk about that on today’s show.

I also rave about how much I enjoyed Seth Godin’s new book Meatball Sundae. It was the perfect thing to read on the first day of the new year and I encourage you to buy yourself a copy and then give another one to your boss so that they can figure out that new media isn’t a magic silver bullet to solve all the problems that the company is currently in. The company must change as well. Of course, I’m still laughing at my kids reaction to the title as well. “That’s gross” is what I heard and I couldn’t agree with them more.

On the show I mentioned that I’d love to hear what your goals for the year are. Call them into 206-309-4729 or drop me an e-mail.

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