These days are terribly sad to me, as a Buddhist and as someone believing that world should be a better place to live in.
And these days do confirm to me that China is a cancer for a civilized world.
A country where there are no civil rights, no freedom, where thousands of people are send to death every year, where two millions of cats and dogs are skinned alive every year.
A country where communism is still alive.
A country where the communist party and money are the only religion.
A country sending around the world products done violating all the basic rules for our safety and health.
I believe that if we are interested in a better world, in freedom, I believe we have to boycott the Olympic Games.
We were told that the Games were a great way to turn China in a democratic country.
Well, they lied to us.
I believe that we should send to China a strong and clear message that they have to change its attitude.
For the first time since I have this blog, I feel that I'm not willing to accept any criticism to my post.
I feel that I'm so upset with all the people and the corporations that cover their eyes for the sake of money.
I feel that we have to do something to stop China in all these malicious practice.
Sunday, March 16, 2008
Friday, March 14, 2008
A pray for freedom
A pray for the Buddhist monks fighting for the Tibet indipendence.
49 years ago, China invaded Tibet and begun an endless list of violence.
Shame on the US that, for money, two days ago delisted China from the countries that violate human rights.
49 years ago, China invaded Tibet and begun an endless list of violence.
Shame on the US that, for money, two days ago delisted China from the countries that violate human rights.
Wanna play with big money? Web 2.0 maybe is not your playground.
I just get into this brilliant post by David Armano.
I do totally agree with him.
I do totally agree with him.
Le Roi est mort
Is Roi still a valid definition to measure the result of the activity on the Web?
I believe it's not.
We talk about engagement, trust, conversation and still define the return on the investment.
therefore I suggest to use new definition: Return on engagement, Return on trust.
I will talk about it at the first ever conference about Wom in Italy, on April 2/3.
I run the morning workshop about it.
I called it: Roi and his brothers (quote from a famous Luchino Visconti's movie Rocco and his brothers).
The issue of metrics is crucial in developing clients' trust and a bunch of players are throwing in the market their own solution.
But it seems the war of format between Sony and Toshiba: which standard will prevail?
I believe it's not.
We talk about engagement, trust, conversation and still define the return on the investment.
therefore I suggest to use new definition: Return on engagement, Return on trust.
I will talk about it at the first ever conference about Wom in Italy, on April 2/3.
I run the morning workshop about it.
I called it: Roi and his brothers (quote from a famous Luchino Visconti's movie Rocco and his brothers).
The issue of metrics is crucial in developing clients' trust and a bunch of players are throwing in the market their own solution.
But it seems the war of format between Sony and Toshiba: which standard will prevail?
Wednesday, March 05, 2008
Crap is crap
In this time of neverending exploration of the unlimited frontiers of the web 2.0, we sometimes get lost in thinking that there is a solution for every problem.
So is for our clients.
This new brave world makes marketing dream come true.
I can talk with consumers, show them I much I care, subliminaly introduce my products, turn them to customers. And all of this with less money than the average cost of mass media advertising.
Well, my dear marketers, there is an undeniably truth still around: is your product sucks, it sucks.
No matter how articulate can be your strategy, or the strategy of your agency or consultants, the web will not keep you safe from this reality.
What you can do, now?
Be honest: do not pretend that your product is the best in town
Be transparent: if there is some faults, try to fix them not to hide them under the carpet
Be consistent: choose the resonating strategy and strive for it
Your reputation will be rewarded, then.
So is for our clients.
This new brave world makes marketing dream come true.
I can talk with consumers, show them I much I care, subliminaly introduce my products, turn them to customers. And all of this with less money than the average cost of mass media advertising.
Well, my dear marketers, there is an undeniably truth still around: is your product sucks, it sucks.
No matter how articulate can be your strategy, or the strategy of your agency or consultants, the web will not keep you safe from this reality.
What you can do, now?
Be honest: do not pretend that your product is the best in town
Be transparent: if there is some faults, try to fix them not to hide them under the carpet
Be consistent: choose the resonating strategy and strive for it
Your reputation will be rewarded, then.
Tuesday, March 04, 2008
Betrayal of the Olympic spirit for the sake of money
The IOC finally disclosed the Guidelines for the accredited participating at the next Olympic Games in China. (via La Repubblica, the doc is the english version)
The limitation for bloggers are the perfect representation of what China think about democracy and freedom of speach.
This is the apotheoses of business vs ideals:
Now that China is so hot, just think about it.
The limitation for bloggers are the perfect representation of what China think about democracy and freedom of speach.
This is the apotheoses of business vs ideals:
- forget about human rights
- forget about democracy and freedom
- forget animal rights
Now that China is so hot, just think about it.
Monday, February 25, 2008
Meat exacts a costly toll
This great essay of Mark Bittman put another step in my personal process toward a conscious way of eat.
And put another step, or it should, in the mind of marketers.
"Mr. Rosegrant of the food policy research institute says he foresees “a stronger public relations campaign in the reduction of meat consumption — one like that around cigarettes — emphasizing personal health, compassion for animals, and doing good for the poor and the planet.”
The key fact is that the public relation campaign against cigarette begun when the web was not born yet. It took several years to achieve some results.
But we live in an era of fast change, sometimes faster than we can imagine.
We live in a world with almost 6 bn inhabitants and every single shift in habits may turn to prove incredibly healthy for millions of people.
Therefore, if you work in a food industry, it's time to re think your perspectives. Before it may be too late, all of a sudden.
What about you?
And put another step, or it should, in the mind of marketers.
"Mr. Rosegrant of the food policy research institute says he foresees “a stronger public relations campaign in the reduction of meat consumption — one like that around cigarettes — emphasizing personal health, compassion for animals, and doing good for the poor and the planet.”
The key fact is that the public relation campaign against cigarette begun when the web was not born yet. It took several years to achieve some results.
But we live in an era of fast change, sometimes faster than we can imagine.
We live in a world with almost 6 bn inhabitants and every single shift in habits may turn to prove incredibly healthy for millions of people.
Therefore, if you work in a food industry, it's time to re think your perspectives. Before it may be too late, all of a sudden.
What about you?
Tuesday, February 19, 2008
Still able to eat meat?
This video from Repubblica may have nothing to do with marketing, er, wait a minute this could have a lot to do with marketing.
Imagine you are approaching your favourite restaurant or fast food. You already feel the taste of a filet or a double hamburger or whatever is your meat plat du jour.
You sit down, got connected wireless and look at these images.
Two option:
That's why this has to do with marketing.
Because in a world more and more conscious of the need of a fair treatment of the world, this may become a lethal weapon for your competitors.
To apply ethic principles at every step of the production is a must for all the companies. And it will be vital, at least I hope so, for all the business.
Me? After having seen the video, it's two days that I eat only vegetables.
No, I'm not turning to be vegetarian. But I'm thinking a lot about it because of video like these.
Imagine you are approaching your favourite restaurant or fast food. You already feel the taste of a filet or a double hamburger or whatever is your meat plat du jour.
You sit down, got connected wireless and look at these images.
Two option:
- your restaurant provide you with a certificate that the meat you eat come from places where animals are treated well and killed softly
- your restaurant cannot exclude that the meat you are going to eat come from places where cruelty is the routine
That's why this has to do with marketing.
Because in a world more and more conscious of the need of a fair treatment of the world, this may become a lethal weapon for your competitors.
To apply ethic principles at every step of the production is a must for all the companies. And it will be vital, at least I hope so, for all the business.
Me? After having seen the video, it's two days that I eat only vegetables.
No, I'm not turning to be vegetarian. But I'm thinking a lot about it because of video like these.
Friday, February 15, 2008
Microsoft new look
Did you read Robert Scoble's yesterday post? Intriguing, isn't it?
Wow, Microsoft is going to become the next cool thing.
Or is it just a great piece of PR, Apple style, for Microsoft and for Fast Company TV?
Too many question and no answer.
Let's see on Feb. 27th, then.
Wow, Microsoft is going to become the next cool thing.
Or is it just a great piece of PR, Apple style, for Microsoft and for Fast Company TV?
Too many question and no answer.
Let's see on Feb. 27th, then.
Thursday, February 07, 2008
It's the recession , stupid.
Do you remember how Bill Clinton won the first round as president of the US? With this basic approach to the economy: it's the economy, stupid.
Now that most of the countries are facing a slow down of their economy and, perhaps, a recession, it's time for us as marketers and for the companies, to think that with a weak economy, some basics do change.
In this great post from Groundswell, Josh Bernoff hilights key factors that will influence the way companies face these tough times.
Awareness ads will lose effectiveness
But social applications are about consideration, not awareness
It's cheap
It's the recession, stupid!
Getting to know what your customers, of today or prospects are far more important in troubled times, cause they can be the provider of consideration.
Now that most of the countries are facing a slow down of their economy and, perhaps, a recession, it's time for us as marketers and for the companies, to think that with a weak economy, some basics do change.
In this great post from Groundswell, Josh Bernoff hilights key factors that will influence the way companies face these tough times.
Awareness ads will lose effectiveness
But social applications are about consideration, not awareness
It's cheap
It's the recession, stupid!
Getting to know what your customers, of today or prospects are far more important in troubled times, cause they can be the provider of consideration.
Wednesday, February 06, 2008
The buzz is on!
Yes, we do all know that the buzz is on.
Around us or generated by ourselves. About us or our friends, about the brands we love and the one we hate.
So why do not add my two cents?
Friday will be the kick off day of Buzzdetector, a company that I founded and own.
The goal is to hear from, to understand the sentiment of the web and to translate the voices in strategic advice.
Some clients are already on board as I tested the process since May 2007, but this is a work in progress, as any project related to the web.
I'll be happy to welcome you on www.buzzdetector.com this Friday.
Stay tune.
Saturday, January 26, 2008
Open letter to Mr.Howard Schultz
Dear Mr. Schultz,
I understand that you have received thousands of very good and sounding advice in the latest months.
But as your company is one the most loved around the world and in the blogosphere, I wish to write down few words about the perception and the future of Starbucks.
Last year Starbucks lost me as a customer.
Everytime I was in London or Paris, I always paid a visit to on of your place but this was not the case lately.
Why?
I felt the place was not charming anymore. Sometimes the place was too small, sometimes dirty, sometimes everything happened too quickly like in a factory: who's next? quick, quick!
Too many gadgets
I just wanted a coffee in a nice and clean place, confortable and quite, like at home but... ok, you know, you invented it.
Now, this experience is diluted by the fact that too many shops were opened and you can't retain the same quality across all of them.
And to serve more people the old fashioned coffee machines were replaced with heartless devices.
Why I should pay a premium price for such a disappointing feeling? But I miss the place.
That's why I feel in need to give you an advice.
Go and hire some top managers from luxury companies, someone who knows how to make you pay a premium and feel satisfied and happy. And make happy the shareholders, too.
Someone who works in LVMH or PPR. Someone who can work on the image and still open stores everywhere in the world. Someone able to make people lying up outside the store and still be confortable with that.
You can't compete with McDonalds', because your franchise is far better and of higher profile. Can you imagine Louis Vuitton competing with Gap or H&M? What a shame it would be.
That's all from me.
Bonne chance, G.
I understand that you have received thousands of very good and sounding advice in the latest months.
But as your company is one the most loved around the world and in the blogosphere, I wish to write down few words about the perception and the future of Starbucks.
Last year Starbucks lost me as a customer.
Everytime I was in London or Paris, I always paid a visit to on of your place but this was not the case lately.
Why?
I felt the place was not charming anymore. Sometimes the place was too small, sometimes dirty, sometimes everything happened too quickly like in a factory: who's next? quick, quick!
Too many gadgets
I just wanted a coffee in a nice and clean place, confortable and quite, like at home but... ok, you know, you invented it.
Now, this experience is diluted by the fact that too many shops were opened and you can't retain the same quality across all of them.
And to serve more people the old fashioned coffee machines were replaced with heartless devices.
Why I should pay a premium price for such a disappointing feeling? But I miss the place.
That's why I feel in need to give you an advice.
Go and hire some top managers from luxury companies, someone who knows how to make you pay a premium and feel satisfied and happy. And make happy the shareholders, too.
Someone who works in LVMH or PPR. Someone who can work on the image and still open stores everywhere in the world. Someone able to make people lying up outside the store and still be confortable with that.
You can't compete with McDonalds', because your franchise is far better and of higher profile. Can you imagine Louis Vuitton competing with Gap or H&M? What a shame it would be.
That's all from me.
Bonne chance, G.
Friday, January 25, 2008
Trust me!!!
This is the link to the presentation of the 2008 Trust Barometer Italy from Edelman.
Download and enjoy.
Wednesday, January 23, 2008
2008 Trust Barometer Italy presentation
I've been invited by Edelman to join the discussion panel at the presentation of the Trust Barometer 2008.
Other participant to the panel are Luca Virginio, P&G Global corporate communication and reputation director, Giorgio Riva, RCS Digital Managing Director and Jere Sullivan, Executive VP Edelman Europe/ Vice Chairman Edelman Brussel.
The presentation is in Milan tomorrow at 5.30 pm.
Other participant to the panel are Luca Virginio, P&G Global corporate communication and reputation director, Giorgio Riva, RCS Digital Managing Director and Jere Sullivan, Executive VP Edelman Europe/ Vice Chairman Edelman Brussel.
The presentation is in Milan tomorrow at 5.30 pm.
Tuesday, January 22, 2008
2008 new mantra
(picture by Francesco Esposito in Flickr)We shifted from Engage to Trust.
Why?
Maybe Engage was too far ahead: you can't engage someone without Trust.
Trust comes before and, apparently, we begun to build a house from the ceiling.
We advice, we speak, we write, sometimes we get paid for and we expect others to believe in what we do.
But our customers must have in us the same Trust that old kings and queens had when financing Columbus and Magellan's expeditions.
So be prepared: a diluge of posts and comments about Trust are going to flood the blogosphere.
Are you ready?
Friday, January 18, 2008
(R)evolution
(R)evolution
BITS from NYTimes is facing the issue of copyright and filtering in a week long debate. The two debaters are Tim Wu, of Columbia Law School and Rick Cotton, general counsel of NBC Universal.
My comments:
The real issue in the story to me is that Entertainment Corporations are unable to define a worth business model to exploit the opportunities coming from the Web 2.0 and the future.
In the Middle Age, there were massive castles ready to resist to siege for months, at least until they had food and water: it was just a matter of time....
BITS from NYTimes is facing the issue of copyright and filtering in a week long debate. The two debaters are Tim Wu, of Columbia Law School and Rick Cotton, general counsel of NBC Universal.
My comments:
- Investing money on producing creative material is a tough task today
- Entertainment corporations structured themselves on a single business model behind the shield of the copyright
- This business model is gone because copyright in no longer a shield
- Corporations seem keen to defend themselves and their status quo more than the artists they represent
- And artists are looking for new business model and for new commercial partners (e.g.: Madonna defected from Warner and signed with Live Nation, a concert promoter)
- The model of making live exhibition to support cd sales is gone: you give away digital music to sell tickets for the exhibition, merchandising, etc.
- This is true for the music market, what about the movie market? Apparently box office is stable in the last three years and this should mean that p2p is not such an issue
- DVD market is the one suffering because the platform itself is agonizing: the launch of new movie rental service may prove to be lethal for the platform, as DVD was for VHS and VHS was for I do not remember what.
The real issue in the story to me is that Entertainment Corporations are unable to define a worth business model to exploit the opportunities coming from the Web 2.0 and the future.
In the Middle Age, there were massive castles ready to resist to siege for months, at least until they had food and water: it was just a matter of time....
Thursday, January 17, 2008
Age of conversation II
Here we are for the second year in a row with the Age of conversation project.
After the first release, we are proud to announce the kick off of the second book.
Drew and Gavin are the drivers of this great example of social authoring.
Feel free to be part of it voting (here) the topic you prefer and contributing with your thoughts and ideas.
To participate just send an email to drew@mclellanmarketing.com
All the proceeds from the book selling will be donated to Variety, the Children's Charity.
Wednesday, January 16, 2008
Facebook on advertising
Maybe it's my poor knowledge of a foreign language, or I'm too dumb to get the point. After reading this interview with the new Facebook,'s vp of product marketing and operation, my feeling that the guys there don't have any clue on how to make money out of it is getting stronger.
The interview is on Fast Company
The interview is on Fast Company
Tuesday, January 15, 2008
Facebook and The Da Vinci code
I read this interesting article from The Guardian, author Tom Hodgkinson, about Facebook.
The approach looks like the one of a spy story, with conspirancy, secret service and political lobbies.
But it is fascinating because you never know where is the twilight zone, the limit between thruth and fantasy.
Personally, I do not like much Facebook and feel that there something wrong with it. I totally agree with the journalist when it comes to the ridicolous Facebook privacy policy. I hardly follow him when it comes to mention an involvment of CIA.
Anyway, I would be itnerested in having your thoughts about it.
With friends like these
The approach looks like the one of a spy story, with conspirancy, secret service and political lobbies.
But it is fascinating because you never know where is the twilight zone, the limit between thruth and fantasy.
Personally, I do not like much Facebook and feel that there something wrong with it. I totally agree with the journalist when it comes to the ridicolous Facebook privacy policy. I hardly follow him when it comes to mention an involvment of CIA.
Anyway, I would be itnerested in having your thoughts about it.
With friends like these
Monday, January 14, 2008
The roar of a Leopard or of a Bunny?
I've just had one of the most frustratring conversation of my entire life with a tech support hot line.
I'm trying to install Leopard on my MacBook Pro and the dvd of the program does not allow me to choose the type of installation.
According with the instruction, I should have three options.
According with a kind lady of the call center I have to erase my hard disk and install the operating system, period.
But, funny enough, she asked me if I was installing the operating system or and update !! (Leopard is the brand new system, launched a couple of month ago)
Lastly, she asked me if I have the two dvds while the Leopard box contains only one disk: after my answer about having only one, she check with a colleague and then confirm to me that I was right.
Now, this is rather annoying, but to make it more annoying there is a detail: the phone call is at my charge and costs around 5 euros.
I'm not going to erase my hard disk, I'm going to take my Mac to the store where I bought it and check with them.
But, dear Apple, come on! This is not a support: this is rubbish.
I'm trying to install Leopard on my MacBook Pro and the dvd of the program does not allow me to choose the type of installation.
According with the instruction, I should have three options.
According with a kind lady of the call center I have to erase my hard disk and install the operating system, period.
But, funny enough, she asked me if I was installing the operating system or and update !! (Leopard is the brand new system, launched a couple of month ago)
Lastly, she asked me if I have the two dvds while the Leopard box contains only one disk: after my answer about having only one, she check with a colleague and then confirm to me that I was right.
Now, this is rather annoying, but to make it more annoying there is a detail: the phone call is at my charge and costs around 5 euros.
I'm not going to erase my hard disk, I'm going to take my Mac to the store where I bought it and check with them.
But, dear Apple, come on! This is not a support: this is rubbish.
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