Scalable Intimacy

Make me shave my goatee for Prostate Cancer Research

Michael Troiano — Fri, 30 Oct 2009 14:28:18 +0000

OK. Movember has taken root in US soil. A few of us in Boston are taking on the schmos in Austin to see who can raise the most dough for Prostate Cancer research. Honorary Bostonian Jason Falls is in. So are Graham Nelson, and Mike Schneider. So… If you care about prostate cancer, kick in a few bucks. If [...]

Younification: Merging Personal And Professional

Michael Troiano — Fri, 23 Oct 2009 14:48:32 +0000

We had the Holland-Mark Digital launch party last night, which was a lot of fun (content to follow.) At a party like that you get to talk to people you work with about stuff that has nothing to do with work. One of our clients has an 18-year old son, and is struggling with his impending [...]

Social Marketing Is Rooted In The Brand

Michael Troiano — Wed, 21 Oct 2009 14:06:06 +0000

Your brand is not your logo, or your product. It’s not your trademark or your spokesperson, not your equity capital or your advertising. Your brand is something that lives in the hearts and minds of people out there, and in that sense social marketing is the purest expression of branding. Here’s a 5-minute talk to that [...]

Timbuk2 Shows What Scalable Intimacy Means

Michael Troiano — Tue, 20 Oct 2009 20:32:15 +0000

It all started here, if you missed it. Holy crap: Elapsed time from blog post, less than 5 hours. I will never buy a bag from anyone else, and I will flog this story like a carpet going forward. Bravo, Timbuk2. You guys are the varsity.

Timbuk2’s Transparency Marketing

Michael Troiano — Tue, 20 Oct 2009 13:30:24 +0000

This is very interesting… Recently got a new laptop bag from Timbuk2, so I could look more like a bike messenger despite being 43, chubby, and driving a BMW. I digress. Anyhoo… I upgraded to the better shoulder strap, which is comfy, but slides off my shoulder. Crap. I get an e-mail from Timbuk2 asking how I like [...]

Of Buzz and Branding

Michael Troiano — Sun, 18 Oct 2009 14:04:42 +0000

It surprises me that more clients don’t force their agencies to track trends in the online conversation as a kind of leading indicator of whether their messaging is working. It certainly seems to me that if you can’t change the conversation about your brand, you can’t drive actions related to it. There are nuances about target [...]

Who’s Driving Your Online Conversation?

Michael Troiano — Sat, 17 Oct 2009 23:44:40 +0000

Friends of mine started a company a while back, and like all good entrepreneurs they’ve been iteratively refining their model to find a problem people would pay them to solve. They hit paydirt a few months ago with something called Traackr: Discussions on brands are no longer controlled by marketers. Influential bloggers, reviewers, gamers and digital creators [...]

Technorati’s State of the Blogosphere Preso

Michael Troiano — Sat, 17 Oct 2009 14:19:21 +0000

Still processing this. But if you want the uncut doc… Technorati SOTB 2009 – In the meantime, here’s what some of the wicked smaht kids had to say: Tac Anderson Rich Becker TechCrunch Related articles by Zemanta Is It Too Little Too Late For Technorati? (regulargeek.com) The State of the 2009 Blogosphere? Turning it up to 11! (newcommbiz.com) No compromise, no retreat, no [...]

Keurig Opens Up And Deals. Bravo.

Michael Troiano — Thu, 15 Oct 2009 12:11:28 +0000

If you follow me on Twitter you may know I love my Keurig Coffee Maker. I used to have a Cuisinart Grind-N-Brew, which made great coffee, but required dedicated cleaning staff. Not so with the Keurig. Fill it once a week, pop in the pod, push the flashing blue button and boom – the sweet nectar [...]

Bob Greenberg (R/GA) on “The Way Forward”

Michael Troiano — Mon, 12 Oct 2009 15:37:59 +0000

Bob Greenberg and his hair talk about how the advertising world has changed more in the past 9 months than it did in the past 9 years. I agree.