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Branded utility from media owners

rent versus buy

James (MindShare Asia-Pacific) writes:

Richardt at the ever-excellent Flytip.com posted recently about ‘these NYTimes.com info-porn-like tools’:

This week’s tool is a Rent vs. Buy tool for those negotiating the questionable real estate landscape these days. Users of the tool can easily compare the costs of renting and buying equivalent homes.

Once again it reminds of the potential for branded utility tools like this. Stuff that is so useful and valuable that the world can’t help but forward it to on. This one’s from the NY Times, and unless you register, you can’t enjoy it. It’s a great way to create value for the NY Times media brand. But I still don’t understand why more marketers aren’t aggressively driving this kind of branded utility tool. Shouldn’t this be brought to us, for free, by one of the global banks?

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May 21, 2007 at 9:26 am 1 comment

World’s best presentation – Shift Happens

James (MindShare Asia-Pacific) writes:

Last month Slideshare ran a competition to find the world’s best presentation. They got over 400 enteries and they just announced the winner and runners-up here. (complete with some smart sponsorship by Microsoft and Guy Kawasaki’s Garage Technology Ventrues.)

The winner was Shift Happens, an overwhelming collection of powerful statistics about the shifting power dynamics in the world today. More proof that stats and facts, not soft rhetoric, are the most powerful form of persuasion and communication.

Enjoy the slideshow or video below…or both!

And for those of you who prefer the video version, here’s the Youtube powerpoint version…

May 8, 2007 at 4:29 am 4 comments

84% of Second Life residents live outside US

James (MindShare Asia-Pacific) writes:

We all know that Second Life is popular, growing fast, and that all forms of innovative media and branding experiments are taking place there. What I didn’t know, is just how international the community is, and how Euro-centric it has become. A comScore press release from last week breaks the geographical regions out, and indicates that Asia currently stands at 13%. With local virtual worlds popping up now in China and Japan, especially, it will be interesting to see if this figure rises…

n March, 61 percent of active Second Life residents were from Europe, compared to 19 percent from North America, and 13 percent from Asia Pacific.  In addition, 61 percent of residents were male while 39 percent were female. 

Geographical Location of Second Life Residents Who Logged-in During January and March 2007

Unique People, Age 15+

Total Worldwide Audience – Home and Work Locations*

Source: comScore World Metrix 

Mar-07

(000)

Percent of Total Active Residents

Increase In Active Residents

Mar-07 vs. Jan-07

Worldwide

1,283**

100%**

46%

Europe

777

61%

32%

    Germany

209

16%

70%

    France

104

8%

53%

    UK

72

6%

24%

North America

243

19%

103%

    USA

207

16%

92%

Asia Pacific

167

13%

N/A***

Latin America

77

6%

26%

Middle East & Africa

20

2%

N/A***

*Excludes traffic from public computers such as Internet cafes or access from mobile phones or PDAs.

** Sum of components may equal more than total due to rounding

*** N/A – Residents in January below minimum reporting standard

May 7, 2007 at 5:16 am 4 comments

More free stuff – check out the b-side

James (MindShare Asia-Pacific) writes:

Continuing on the theme of outstanding open source thinking and sharing, don’t miss this great presentation on convergence, given by the super-smart Brian Tiong last month at the Malaysian media congress. Do spend some time at Brian’s excellent blog  b-side which he writes from Singapore and packs with useful data and opinions.


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May 3, 2007 at 5:26 am Leave a comment

24 youth facts in a very sexy video

 James (MindShare Asia-Pacific) writes:

This short film is yet another great piece of original content from Paul MacGregor at threebillion.com. (You can view it here below, or click on the Vodpod further down on the right hand side of the page, along with other great videos)

As Paul explains at threebillion.com we all now have the tools to bring research to life in ways that engage and communicate far beyond the media bar-chart:

“Most importantly, even when we get this all-important research, 99% of the time the killer facts and stats will be lost in a dull table or graph. Researchers excel in putting the anal into analysis and as such the important trends are lost to anyone who didn’t study maths after the age of 16, which let’s face it, is pretty much everyone in marketing or media.

I wish I had the absolute final solution, however to make a point to my rant, I have put together a little threebillion video which collates 24 random youth facts’n’stats that have hit the internet over the last 4 weeks. Each little nugget was either buried in a lengthy report or brushed over in a blog. In each case, the research featured was worth more than the way it was presented and I hope that this little video gives the findings its dues.”

May 3, 2007 at 4:45 am 5 comments

46 slides of Asian youth insight from MTV

 James (MindShare Asia-Pacific) writes:

I love the new trend of ‘open source’ sharing of presentations. Here’s one of the very best, by Ian Stewart VP of planning and research at MTV Asia (and not just because it opens with a MindShare slide!). Ian covers music, digital and fashion, including some great insights and data on ‘Asia Loving Asia’ and ’10 Key Traits of the Digital Generation’. If anybody wants the original ppt deck, just let me know. Ian’s mantra is ‘Open Source’ so he shares everything he’s got. Very refreshing.

May 3, 2007 at 4:08 am 7 comments

64 pages of digital delight

James (MindShare Asia-Pacific) writes:

Interaction report

I just learned that in 2007 we will for the first time invest more than $2 billion online on behalf of our clients around the world, much of it with media vendors which did not exist a decade ago.

Our GroupM Interaction guys have just published a fantastic 64-page pdf report  packed with insights and data at the country level, including all the key Asian markets. It’s called ‘All Change – Marketing in Addressable Media’. We all love lists, and I find this 7-question list on page 19 particularly useful… Seven questions every time we plan:

1) If we are building an interactive destination what do we want to happen when a consumer visits?

2) How much is that action worth to us and how many times does that action need to be repeatedto justify the investment?

3) What are we trying to measure; how will we gather data; what should we do with it?

4) How will we be sure that the user knows more about us as a result of being engaged: are weallowing the consumer to participate or are we just making a speech?

5) Are we giving consumers tools which allow them to interact with us and to distribute ourmessages among their own communities?

6) How are we reacting to a consumer who is searching in our category and thus declaring his orher intent? How do we influence what is searched for? How do we ensure that any search incategory finds us, and ensure that the content to which that search result links is specificallyrelevant to the search itself?

7) How are we influencing the consumer’s propensity to buy?

May 3, 2007 at 3:58 am 2 comments

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