marginally subversivetag:typepad.com,2003:weblog-13578462009-12-07T21:38:08-05:00"I write long because I don't have the time to write short..."TypePadto grow, share...tag:typepad.com,2003:post-6a00d8341c3bc753ef0128762e6f03970c2009-12-07T21:38:08-05:002009-12-07T21:38:29-05:00If you don't want your ideas - and your brands and your business - to grow, don't share. It's that simple.<img src="http://feeds.feedburner.com/~r/ptiongson/~4/oxvouBolKMY" height="1" width="1"/>Philip Tiongsonhttp://philiptiongson.typepad.com/marginallysubversive/2009/12/i-wanted-to-embed-some-music-videos-from-youtube-on-my-posterous-site-and-write-about-how-i-really-loved-the-song-and-the-art.htmlyou do not manage people...tag:typepad.com,2003:post-6a00d8341c3bc753ef0120a71d1236970b2009-12-06T11:52:39-05:002009-12-06T11:55:13-05:00You lead people. You manage processes and systems. As Antoine de St. Exupery wrote in "The Wisdom of the Sands": If you want to build a ship, don't drum up the men to gather wood, divide the work and give orders. Instead, teach them to yearn for the vast and endless sea.<img src="http://feeds.feedburner.com/~r/ptiongson/~4/yZKkidzKL3g" height="1" width="1"/>Philip Tiongsonhttp://philiptiongson.typepad.com/marginallysubversive/2009/12/you-do-not-manage-people.htmlknow the rules by heart - and know when to break themtag:typepad.com,2003:post-6a00d8341c3bc753ef0120a71ce59e970b2009-12-06T10:44:28-05:002009-12-06T10:44:28-05:00Know the rules by heart - so you'll know when to break them.<img src="http://feeds.feedburner.com/~r/ptiongson/~4/uMqdg81jGo0" height="1" width="1"/>Philip Tiongsonhttp://philiptiongson.typepad.com/marginallysubversive/2009/12/know-the-rules-by-heart-and-know-when-to-break-them.htmlbeing a great client...tag:typepad.com,2003:post-6a00d8341c3bc753ef0120a71cd447970b2009-12-06T10:14:22-05:002009-12-06T10:14:22-05:00... doesn't take much effort, really. Seth Godin sums it all up in the first paragraph in his blog entry: As a [marketing] client, your job isn’t to be innovative. Your job is to foster innovation. The goal of marketing clients should be to inspire its marketing teams to create innovative solutions, to be catalysts of innovative thinking, to be midwives to the birthing of an idea - and ultimately to reward the innovators. I have worked with a number of clients and I can say now that I have encountered clients that have been great at inspiring their partners...<img src="http://feeds.feedburner.com/~r/ptiongson/~4/frbWtdY5NTY" height="1" width="1"/>Philip Tiongsonhttp://philiptiongson.typepad.com/marginallysubversive/2009/12/being-a-great-client.htmlwhat is marketing analytics? - a first stab...tag:typepad.com,2003:post-6a00d8341c3bc753ef012875ee921b970c2009-11-29T22:28:19-05:002009-11-29T22:28:19-05:00I have been asked so many times "what is marketing analytics?" (My mom would typically ask me the same question albeit in a different form: "So what exactly do you do? What do I tell my friends when they ask me what you do in Singapore?") Here is my stab at trying to define what exactly (the keyword) I do. If you have any thoughts, opinions, suggestions, objections - feel free to leave a comment. I will try my best to respond. What is marketing analytics? Marketing communications analytics - simply put - is all about knowing "which half of...<img src="http://feeds.feedburner.com/~r/ptiongson/~4/Fb8FPyx9ovs" height="1" width="1"/>Philip Tiongsonhttp://philiptiongson.typepad.com/marginallysubversive/2009/11/what-is-marketing-analytics-a-first-stab.htmlsocial media and impressionstag:typepad.com,2003:post-6a00d8341c3bc753ef012875bd5d23970c2009-11-20T11:56:39-05:002009-11-20T11:56:39-05:00A friend of mine almost gave me a heart attack: He said he was preparing a media plan using facebook and was buying 1'000'000 geo-targeted impressions for his campaign. He went on and said that he's creating - as an additional tactic - a facebook page for the brand with lots of branding elements, which he would then ask (read: pay) bloggers to write about using a blog-writers' network to create "buzz" and "word of mouth". And oh, to top it all off, twitter will be used to get people to know about the brand more. Guess why I almost...<img src="http://feeds.feedburner.com/~r/ptiongson/~4/Znw9ZMPWScU" height="1" width="1"/>Philip Tiongsonhttp://philiptiongson.typepad.com/marginallysubversive/2009/11/social-media-and-impressions.htmlfitting in...tag:typepad.com,2003:post-6a00d8341c3bc753ef0120a6bb7087970b2009-11-20T11:46:13-05:002009-11-20T11:46:47-05:00Seth Godin writes: The reason they want you to fit in is that once you do, then they can ignore you. How true. So... don't. Thanks to SixSteps on Flickr.Com<img src="http://feeds.feedburner.com/~r/ptiongson/~4/bLjPf3Qkl0s" height="1" width="1"/>Philip Tiongsonhttp://philiptiongson.typepad.com/marginallysubversive/2009/11/fitting-in.html"are you digital enough?"tag:typepad.com,2003:post-6a00d8341c3bc753ef012875bd4182970c2009-11-20T11:32:03-05:002009-11-20T11:32:03-05:00I have been asked this question by a number of executive-search consultants a number of times. And my answer has always been "what do you mean?" Does that mean "do you know the CPM and CPA benchmarks for each of the different combinations and permutations of target audiences across Asia Pacific countries versus those globally?" [No, I honestly don't - and I don't think anybody knows given the millions of possible combinations.] Does that mean "do you know how to tag, untag, serve ads and make sure that the ads are geo-targeted?" [No. I was sleeping when some ad-sales executive...<img src="http://feeds.feedburner.com/~r/ptiongson/~4/eZhugDf5zJY" height="1" width="1"/>Philip Tiongsonhttp://philiptiongson.typepad.com/marginallysubversive/2009/11/are-you-digital-enough.html