As I posted in my last post, at the July 2012 CCT conference in Oxford I presented a few of my poems, which are now collected and published in a volume called “Clarence Clobbers Tenderly.”
One of the poetry readings was captured on mobile phone video by my friend and colleague Ingeborg Kleppe, who generously shared it with me. I recently posted it to Youtube and link to it here.
Because the background sounds are a bit loud, and the recording begins partway into the reading, it is difficult to make out some of the poem. Following is the written version of poem, which is called:
To [mis]quote one of my all-time favorite bands, Pink Floyd:
Blog in the air
Dont be afraid to care.
Yes, Im blogging in the air. Turkish Airlines has a great new wifi service on some of their flights, and I am currently flying back to Toronto from Istanbul, Turkey on flight 0017. Right now I am over the Atlantic Ocean, somewhere south of Godthab, Greenland (do you love those inflight map monitors as much as I do?). The Turkish Airlines login page says something like we are temporarily offering this new service free to customers. Temporarily free. Which is sort of like offering crack in the schoolyard as temporarily free.
When you accept the terms of service they make you explicitly swear you will not use voice over IP protocols, so forget your dreams of Skype calling from the air. Aint gonna happen, it seems. Smoking, and VoIPthe two last frontiers of no-nos in the air. And surprising the Captain with a little hello visit. And, so I hear, using the bathroom to (re)assert your membership in the Mile High Club still tends to be frowned upon as well. So four no-nos in all.
Remember when long air flights were a chance to relax, or read a book? Not any more. Now you can return email and catch up on work instead. Of my entire row of 8 people, 7 of us are currently sitting with iPads and open laptops, clearly online. Wifi is provided in an alliance with T-mobile, so Id expect this is going to be very commonplace on most flights soon.
A couple of words might be in order about my presentation yesterday at the beautiful and historic Boğaziçi University in Istanbul (it is pronounced “bo-oz-uh-ji”). It was in a beautiful, wood-lined, seriously academic room with some very important executives from some of Turkeys top businesses, retailers, agencies, HR firms, and other companies, as well as PhD, Masters and undergrad students.
I presented an entirely new talk about social media, technology use, and the directions companies must follow. The room was a beautiful old room, and the hosting by Boğaziçi Us Dean, Aysegul Toker, a social media and mobile scholar who published a terrific book along with professors Kaan Varnali and Cengiz Yilmaz, was immaculate and eminently Turkish (in case you didnt know it, Turkish people are world famous for their hospitality and warmthand yes, I am biased).
I recommend their bookMobile Marketing: Fundamentals and Strategy– as a very interesting, empirically-based and thorough scientific look not only at the Turkish mobile market, but also as at how mobile is permeating all sorts of new markets and raising fascinating strategic management and marketing issues. This is one of the most important frontiers of the marketing world, and this book contributes much-needed knowledge and know-how to our understanding. And yes, just in case you were wondering, social media and mobile marketing Professor Kaan Varnali himself was present at my presentation!
My own presentation used some concepts from recent analyses of Arab Spring to introduce and develop five new trends to explain where businesses need to go in their use of the Internet and technology. To give you a bit of the flavor of the talk, I opened it up by asking the audience how many of them believe that social media is currently in a bubble phase, with a lot of overblown hype about how they need to be out there investing their dollars in social media marketing campaigns.
What do you think? I would like to hear your opinions. And I will be happy to share some of my own thinking and to continue developing my ideas through this blog and in my other social media communications.
Hmmmm. Now the baby behind me is screaming its head off. This actually is not my office after all. Well, at least its not like the last flight back from Istanbul, where I was seated next to a guy who was having a 10-hour long gas attack. But this is definitely verging on sonic warfare.
Stay tuned. Everything in the world of social media marketing right now is, like me, up. And up in the air.
A lot has changed about marketing in the last decade. And therefore a lot has changed about marketing strategy in the last decade.
But our theories of marketing strategy have stayed strangely the same.
I have been waiting for a reasonable solution the these challenges for over a decade. And while I have been waiting, I have also been working on a solution of my own.
I have cobbled together what I consider to be the best of existing theory and thinking, and tested it through MBA classrooms around the world with some of the best students in the world. And now I have tried to unify it into one theory, a theory that balances accuracy with elegance to try to answer the following question:
How Should We Analyze Marketing Positioning in this New, Complex, and Multifaceted Age of Many Media (traditional, new, and social)?
The Answer, It Turns out, Is In The Interlacing Tri-Triangular Shape of an Ancient Norse Symbol: The Valknut.