“Slammin” Sam takes Photon to a new level

If you haven’t seen “Slammin” Sam Kekovich announcing the Photon Group Annual Report 2008, then you’re probably missing a breakthrough moment in corporate engagement.

The design, delivery and humour of Sam and Photon’s execution has created a successful viral video of an Annual Report – what? Yes! Imagine sending good financial results around in a humorous viral video to maximise the confidence in your organization in these dark days. Not to mention the whole delivery encapsulating your brand values, positioning and philosophy.

Yesterday, I watched Mark Pesce discuss how, as a community of users, we have spent many years working out how to maximise the functionality of the internet. Many tools have been available for over a decade (for example, wikis) but have not had their inherent value understood until recently. As Pesce points out, the big move to web 2.0 came when we made the shift from thinking about the web as a publishing environment to a communications environment.

Pesce also talks about hyperconnectivity. With the grey matter of our human brains we can only handle around 150 contacts – Dunbar’s Number (maybe a few more according to other anthropologists such as Bernard and Killworth), however, with the aid of electronic equipment and social networking tools many humans have hundreds and, often, thousands of “friends” in their networks. Forget targeting those A-type influencers, nearly everyone feeds into a massive network of hyperconnectivity. I watched another presentation, also by Mark Pesce, yesterday (it was one of those catch up on Mark’s blog days) and saw 1200 twitter avatars race through at superspeed – it’s amazing how many faces, including my own, I recognised. I purposely keep my network tight so I can follow the stream of tweets coming through (another issue Pesce talks about), but I realised, regardless of my pathetic number, that if I sent out an important message on twitter, it would very quickly spread into the hyperconnected internet at lightening speed. It’s this velocity that internet tools such as twitter (and many others) allow; this speed  feeds this hyperconnectivity and creates a new paradigm of information transferal. People are happy to buy into connection because they know that it leads to timely knowledge.

Viral marketing is all about capturing this community of hypeconnectivity and velocity of information spread. So, how can we use the internet more effectively in managing financial reporting? Here is Photon and Sam for a laugh and your thoughts.

Sam Kekovich on Photon's site

Sam Kekovich on Photon


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The Grim Reaper of print

Just a quick post about an article I read in an e-newsletter called Publishing Executive. It’s about an anonymous blogger called The Grim Reaper who regularly predicts and analyses the fall of major magazine titles through the blog, TheMagazineDeathPool. Quite successful, apparently. In an interview with PE he/she outlines what gets analysed before the mag makes the list. Often just making the list contributes to the magazine’s demise. It’s a good article for digital media marketers because a major contributor to a title’s collapse is often the impact of the internet. The Reaper points to being caught in a market dominated by online information as negative. Poor strategic vision when bringing the brand and content onto the web, without a solid revenue plan, is also a killer.

Here is the Publishing Executive article in full.