The Client Side Blog with Michael Seaton

Six Pixels of Separation Book Review

Fri, 16 Oct 2009 02:25:28 +0000

Some disclosure before I begin; I have been friends with Mitch Joel since 2004/2005 when we sat on the Digital Marketing council at the Canadian Marketing Association together. Subsequently, while I was Director of Digital Marketing at Scotiabank I hired his agency, Twist Image. So, I’ve tried to remain objective, but please read on with that in mind.

If you follow Mitch Joel by reading his blog, or listening to his podcast (or if you have ever had the chance hear him speak live) you’ll get through Six Pixels of Separation quickly. As he does in other communication mediums, he breaks down the subject matter into understandable chunks that not only make sense, but are made quite compelling.

Six Pixels of Separation is a straightforward premise that we are all connected. And, that our ever expanding digital universe is bringing us all closer together. But it is not about understanding technology. It is about the transformative effects of technology on business, built on the foundation that we are living through a period of history unlike any other. It is about the merger of our personal and professional lives and the paradigm shift that the marketing and communications industry faces as new media evolves and the consumer landscape evolves with it.

Under that guiding principle, Mitch lays out concepts, observations and examples taking his readers on an enjoyable ride through the digital world with a focus on what it means for businesses big and small to operate in this space. He effectively blends and extends from other thought leaders in marketing like Kevin Roberts, Seth Godin, Chris Anderson, Clay Shirky, Don Tapscott and Joseph Jaffe, putting his own point of view and spin on them. Even sharpening them in places.

He has stated that the book is simply the prelude to his blog. Having read his blog daily, I think the book is a bit more than that. It manages to synthesize all the ideas and opinions Mitch has put out there over the years, neatly framing them in a very fluid and coherent manner. And, with a background in journalism, he writes rather well. That is why I started reading his blog in the first place and why I – and many others - continue.

I could easily say that the book is not for me. Or, that it may not be for people who read this blog because we are in this space and know it intimately. However, that is not the case. Mitch shines in making the topics approachable and exciting for both newbie and advanced audiences. Six Pixels of Separation pays careful attention to weave together the larger context of what is taking place, painting a picture that (hopefully) serves to motivate readers that the future is still unwritten and everyone is an author.

Make no mistake, this is not a “how to” book. This is the book you need to read before you get to the “how to” stage. Mitch avoids getting into the weeds of providing step by step instructions and concedes it was done on purpose. He manages to stay the course, guiding readers on bigger issues and logical first steps that answer the most important question of “why would we do this” instead of “how do we use the tools”. The difference is huge.

Six Pixels of Separation is about finding the inspiration to start planning your approach with the confidence you are heading in the right direction. I enjoyed reading it and think you will as well.

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Faith Based Painting

Fri, 25 Sep 2009 03:00:29 +0000

What if your client was the United Church of Canada and your big idea was to let street graffiti artists paint the exterior of one of their houses of prayer? Think you could sell that one through?

Malcolm Roberts of Smith Roberts pointed me to an interesting program that is part of the work his agency has conducted for the United Church. The “Paint your faith” program is part of the Wonder Cafe initiative that they created back in 2006. It is geared to urban youth and community members through commissioning four artists who use aerosol paint as a medium and were allowed to go to town on the Metropolitan United Church of Toronto.

The idea was to create an urban art installation on the outside wall by allowing artists to do whatever they choose as a symbol of their faith. The wall was unveiled last week and the church even threw a party to mark the event.

This is just the latest in a series of smart projects that casts the Church in quite a different light than one would expect. “We try to find non-traditional ways to reach people outside advertising that says ‘Come to the United Church’ because we know that wouldn’t work, people would just reject that,” Malcom said in a recent interview with Marketing Magazine. Indeed.

Wouldn't you just love to be a fly on the wall in the creative pitch to the United Church? Seriously, I can't imagine a better client that could strike the fear of God into an agency?

The video below is quick overview of the project:

Note of disclosure: I've worked with Smith Roberts recently, but not on this program.

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Crazy Stats

Tue, 01 Sep 2009 03:17:20 +0000

I've had just about my fill of this genre of video, but this one caught my eye because it is loaded with some great statistics. It reinforces how well beyond we are in terms of limiting our thinking to "social media" and must broaden our scope to see the profound changes going on all around us. It goes so much deeper and wider than the hype of Ashton Kutcher tweeting, but at the same time has everything to do with the fact that Kelso is part and parcel of it all.

Don't think for a minute this digital ride is going to slow down to let you catch your breath. It is only getting faster and more exciting, and the really cool news is that we are still just at the beginning.

Check out the video, tell me what you think.

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We Can Do Better With Our Local Markets

Tue, 14 Jul 2009 15:29:38 +0000

This post is about marketing in the most basic of form. The local market.

I recently read In Defense of Food, an insightful book written by Michael Pollan describing easy to follow principles for eating better, both for self and society (I highly recommend it - great summer read).

Part of the problem Pollan speaks about with our Western diet, amongst others, is that the food we eat is no longer grown anywhere close to where we live. I serendipitously stumbled upon this video and wanted to share as it tells an important story. Pretty self-explanatory and worth the watch.

An unfortunate side effect of the current city workers strike in Toronto is that the weekly farmer's market near my house (as well as many others) has not taken place for over a month. It is a shame that in peak season we can't meet the farmers growing the great local produce and raising the animals in our own geographic footprint.

Don't get me wrong, I 'm not against globalization and the connectedness of the world today. Not at all. But, perhaps we need to go back to the origins of marketing within our local market, bazaar or fair and support those around the corner or up the road. Nothing big and radical in terms of changing how we shop, just small ones here and there where it can make a real difference and help us know that little bit more about the food we put on our plates.

Update: I forgot to mention the video was produced by Hellmann's as part of Eat Real Eat Local effort. And, of course, they are on Twitter too. Hat tip to Mike Wrobel.

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Swedish Armed Forces Asks If You Are Officer Material.

Fri, 10 Jul 2009 22:05:32 +0000

Unconventional. Interesting. Puzzling. A bit of creepiness mixed with the notion that you may never quite figure the entire thing out. Yes, these are a few of my favorite things. Is it any wonder I stayed up until 2am as a child to watch reruns of The Twilight Zone?

So, if David Lynch designed a website with Saw on the brain, I think it would look and act something like this gem of project from the Swedish Armed Forces.

Apparently it is a recruiting tool. I took the test. It seems they won't be requiring my services anytime soon. Mom will be happy.

Hat Tip to Simon Conlin via Facebook

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The Naked Truth On Safety

Thu, 02 Jul 2009 14:11:28 +0000

How does an airline get your attention with the pre-flight safety speech? Even better, how can they do it when you are not even on the plane yet? Well, one way is to strip the crew, body paint uniforms on them and video tape the whole deal. Most would agree that might make for a more interesting run through of the run down on the runway.

Of course, this is a not going to fly when the plane is full of passengers. So, doing a YouTube only video shoot is certain to get some attention. Now, while I'm quite certain no one wants an airline to joke or make light of onboard safety, I believe this is done in good taste (somewhat at least) and shows a some brand personality. There is even a blooper real

Effective use of YouTube? Sure, why not. The next time I fly, I don't have to pretend I am listening and can boast to the passengers all around me that I watched the entire safety routine from the comfort of my own home. Heck, I can even watch it in flight on my laptop or iTouch if WiFi is available.

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What Will They Think Of Next? Actually, I Don't Want To Know

Fri, 12 Jun 2009 22:27:48 +0000

I, likely along with you, was completely unaware that we have a problem with the wiping function. Apparently we do. So, I am pleased to pass along news that scientists and marketers combined their superpowers to provide society with ... wait for it ... The Comfort Wipe.

I am at a total loss for words. Along with The Snuggie , this ranks up there with inventions that are sure to accelerate the decline of Western culture as we have come to know it.

Hey folks, it's Friday, enjoy your weekend!

Hat tip to American Copywriter.

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The Original Social Networking Site

Tue, 26 May 2009 21:14:09 +0000

Not all "sites" are online. This clever little thirty-second spot from Coleman pokes a bit of fun at the social web with the voice of Sam Elliott adding a nice touch.

Found via Nick Kinney over at American Copywriter.

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Lawson Clarke, Male Copywriter

Tue, 19 May 2009 02:41:20 +0000

Lawson Clarke is a copywriter, a Male Copywriter. From what I can tell he is a rather good one who is unfortunately out of a full-time gig currently (but likely not for long).

He made me laugh out loud - not a full of crap LOL - it was actual out laughter. Rare.

In a world of freelancers looking to set themselves apart, Lawson wins. His creatively simple site says a lot about him (almost too much). It is a straightforward and humorous approach to showcase his talent and his work. Check out his portfolio - his writing is right up my alley. He seems like the kind of guy you'd want to play a round of golf with, or hang out and watch the game (that is as long as the bear skin rug is no where nearby).

Tip of the hat to Bob Garfield via Ad Age for a recommendation that did not disappoint.

Check out Lawson at Male Copywriter. He is on Twitter too, @malecopywriter.

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The Next 5,000 Days Of The Web

Mon, 11 May 2009 03:33:22 +0000

Great TED Talk from Kevin Kelly about Predicting The Next 5,000 Days Of The Web.

Kevin (founding editor of Wired and former publisher Whole Earth Catalog) provides his insights in terms of what has taken place over the past 5,000 days, describing what we though to be impossible has now become part of our daily existence. He sees it is all leading to "one global machine" that will be way smarter than us and connected in new and amazing ways.

Surprised? You shouldn't be. He presents a fascinating case to think about as we dive further into our digital existence.

Some find talk of the future amazing and inspiring while others find it scary or a waste of time. Whatever the case, the future is tough to predict (understatement?). No one knows exactly what will happen over the next 5,000 days (actually about 4,385 days given that this was filmed in December 2007) and that is a good thing. However, it is fun to make some educated guesses - especially when they come from a smart source with deep insights.

We are the web. Enjoy Kevin's talk.

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Just One Of The Reasons To Love YouTube

Thu, 09 Apr 2009 04:47:17 +0000

It's not just about teenagers kicking each other in the crotch. Where else would you find something like this? 32 songs in 8 minutes. I am now a fan of Freddie25.

And there is even some Chocolate Rain and a Rick Roll on acoustic guitar thrown in for good measure. Wild.

Hat tip to Leo Laporte via Twitter - follow him, he is only at 111,871!

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All A Flutter

Tue, 07 Apr 2009 18:58:46 +0000

Flutter, because 140 characters on Twitter is way too much.

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How The Web Ate The Economy

Sun, 05 Apr 2009 21:21:02 +0000

Money is always looking for somewhere to go. We started out with currencies of abundance back in the day and moved to a model of scarcity ever since. Is the web bringing us back to abundance?

These are the economics of the web as explained by Douglas Rushkoff, author of various books including Get Back In The Box "How being great at what you do is great for business", a great read full of fantastic ideas for businesses of all kinds.

It may be a good idea to be "less Saatchi and more Craigslist" if businesses had not become so good at incompetence. This is just one of the insights in his talk "How The Web Ate The Economy And Why It Is Good For Everyone" at the O'Reilly Web 2.0 Expo a little while ago. My only complaint? It was not long enough.

Enjoy.

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Newspapers In 1981

Thu, 02 Apr 2009 17:35:38 +0000

An interesting clip featuring the San Francisco Examiner that makes you think about where newspapers were thirty years ago and where they are now.

Hat tip to Ben McAlister.

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A Piece Of Paper And A Good Story

Sun, 15 Mar 2009 23:48:41 +0000

Stop motion origami does a beautiful job to tell the story of ASICS running shoes.

Origami In the Pursuit of Perfection from MABONA ORIGAMI on Vimeo.

According to artist Sipho Mabona "the advertising company Nordpol Hamburg+ (which is currently
listed in the top ten advertising agencies world wide) asked me to help them make
an origami movie. I spent the following four weeks designing around twenty origami
models for the video and consulting the computer animators. The world wide corporate
movie which tells the story of the Japanese sports brand ASICS has won numerous
awards."

As well it should.

Found via Smashing Magazine. Hat tip to Dom via Twitter.

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