‘Cross The Breeze

I really don’t get it. I’m a frequent flyer and as such I have an airline (or group of airlines) of choice. Simple reason, you try and get as much miles with one and not just shattered around across many different offerings. My choice? Star Alliance. The initial reason for this was because I think flying SAS to our HQ in Seattle is just the best way for me to travel, and once you made the choice you stick with the program.

This means that also when not flying SAS, I will check if there’s a reasonably priced option with Star Alliance to get to my destination and only fly with someone else if there isn’t. As a result for being loyal to Star Alliance, I’ve been Eurobonus Gold for quite a while now.

Now where is the reward? There are 2 things that bother me a lot about this so called loyalty program. First of all, these miles don’t mean much. I wanted to go to NYC with my wife in August to celebrate our wedding anniversary. I got the miles so I started looking for Eurobonus available seats on flights to NYC (and back obviously). The trip would be for 5 days or so but there was some flexibility to it. Tough luck, it’s impossible to find 2 Eurobonus seats on any Star Alliance flight to NYC… and even if there were, chances that you would find seats for the flight back is pretty much non-existent… so much for being loyal.

The second part that bothers me is the lounge. The Eurobonus Gold card allows access to the Star Alliance lounge with one guest… well, if you’re flying with Star Alliance that is. So this week for instance, I was flying Brussels Airlines to Budapest, I went to the Star Alliance lounge before my flight and to my big surprise I wasn’t allowed in. Just because I wasn’t flying with them, gold card or not. So basically you only get rewarded with Star Alliance if you’re flying with them right now, not because all the flights you’ve done with them in the past… so much for being loyal.

John Dodds wrote down a good ‘description’ of what marketing really is as a response on the ‘marketing is the price you pay for creating mediocre products’ statement that was repeated heavily at SxSW.

“Marketing is not an expense, it’s an investment cost that is inherent in the creation of your product/service from development through promotion and distribution and on to the sales experience and post-sales service. That’s a subtle accounting distinction but a crucial one. The price you pay for not understanding marketing is much worse than mediocre products - it’s commercial extinction.”

Make sure you read the whole post, as I think it’s spot on!

This last Thursday and Friday I attended and participated in the Euroblog 2008 event in Brussels organized by Euprera - the European PR Education and Research Association. The symposium was very much an academic event with a lot of academic speakers and attendees, and less practioners (at least that’s how I experienced it).

That wasn’t a surprise though, as the event was clearly set up to try and have the academia embrace the need to change. Still, sometimes, I felt like I didn’t belong there. Now I don’t mean anything bad with this, there’s just a very clear gap between the way we all approach things. It made me think of trying/testing out the water in a swimming tool. If you’re a practioner like myself you will get ready for the pool, put your toe in to get an idea of the temperature, probably feel like it’s colder than you would have wanted it to be but you’ll get in the water anyway and start swimming. You’ll talk to other people in the pool, maybe about the water, or maybe about that new glide which you then try out as well. This is the way me (and other people) started their blog, signed up for Twitter, Friendfeed, etc etc. After the presentations from the academia, it became clear that they approach ‘the pool’ in a different way. They talk to people outside and next to the pool about the temperature of the water, use a whole bunch of metric equipment to test the water conditions, relate all that info to ideal human body conditions, etc etc (this still fully dressed of course) to work out a project trajectory to get into the water at some point in time.

And I know this analogy is a bit black&white, but I think you get my point. On Friday I sat on a panel myself that was a mixture between academia and practitioners and there the difference was less visible (on the panel itself). The discussion itself with the panel and audience was pretty interesting to me as well. It highlighted once more some of the fears but also strengthened the idea that there aren’t enough case studies to go by.  At one point I feel this is just another ‘reason’ to keep away of change as long as one can. But as you (might) know from an earlier post I do feel we have to reach out more to get more people embrace the need to change so maybe we should just see what we can do about it - there really is more than just Kryptonite you know ;)

Don’t get me wrong, I did like the event. Some discussions where pretty interesting, some presentations like the one’s of David Jennings and Martin Oetting where very enjoyable and it was very good meeting up with the Edelman Digital crew: Steve Rubel, Marshall Manson, Rick Murray, … but also David Weinberger or Neville Hobson, the latter whom I met in person for the first time after being in several online conversations before.

We all know Dove’s campaign for real beauty and that there have been quite some spoofs on this, but none as good as this one I think.

[Via Be.Interactive]

I know it’s a classic but when I spotted this today at Be.Interactive I just knew I had to share this here as well. Enjoy this classic cartoon.

Marketers have an image problem and it’s their (our) own fault. Marketers need to become more accountable for themselves and for the benefit of the business. This words come out of a presentation from Futurelab, but they’re not the only ones to realize that accountability is exactly one of the key issues marketers have to deal with.

“We can’t compete on price. We also can’t compete on quality, features or service. That leaves fraud, which I’d like you to call marketing”
- Dilbert’s boss

A couple of months ago, Gregor Harter, Eward Landry and Andrew Tipping wrote an interesting article on The New Complete Marketer, like they called it. Apart from ‘putting the consumer at the heart of marketing’ or ‘live the new agency paradigm’ (thinking also about my agency2.0 post) they focus on the ‘make marketing accountable’:

“For many enterprises, the development of accountability follows much the same path, as marketers learn to transform raw data into actionable planning. Stage one is evaluating what is being measured and how it is being measured; stage two is condensing scores of diffuse reports and metrics down to a useful few; and stage three is creating targeted analytics and a core report to gauge performance and help determine where best to focus going forward.”

Back on Futurelab Jon Miller talked about the 5 stages of marketing accountability and asks in which stage you are with your organisation. The stages are:

1. Denial: “Marketing is an art, not a science. It can’t be measured. The results will come, trust me!”
2. Anger: “You just don’t understand how marketing works. Why is marketing held to a higher standard than everyone else?”
3. Confusion: “I know I should measure marketing results, but I just don’t know how.”
4. Self-Promotion: “Hey, come look at all these charts and graphs!”
5. Accountability: “Revenue starts in marketing.”

ANA think it’s a trend to watch in 2008 though, they think this is the year marketers will get serious about marketing:

“In ANA’s 2007 marketing accountability study, it was startling to find that, despite enormous efforts, 42% of marketers were dissatisfied with ROI measurements and metrics. In about half of the companies, marketing and finance don’t speak with one voice or share common metrics. Enough! Recognizing the critical importance of accountability, companies will appoint a czar — the chief accountability officer — to lead a disciplined, internally consistent approach to marketing measurements, metrics and productivity.”

So the question is, where are you as a marketer? I believe it is indeed something we marketers need be a lot more serious about, for themselves and the business. What’s your take?

A good friend of mine, Matth, just sent me this video over IM. It’s about a guy who did some cool development for the Wii:

“Using the infrared camera in the Wii remote and a head mounted sensor bar (two IR LEDs), you can accurately track the location of your head and render view dependent images on the screen. This effectively transforms your display into a portal to a virtual environment. The display properly reacts to head and body movement as if it were a real window creating a realistic illusion of depth and space. By Johnny Chung Lee, Carnegie Mellon University. For more information and software visit http://johnnylee.net“

But you know what, just watch the video instead ;)

Imagine how this could be used in gaming, I really hope some game developers do answers Johnny Lee’s request and use this. This is the consumer 2.0 - taking the product further…

Today I came across an interesting post on a topic that’s been the subject of quite some discussion during the last few days. Alec Saunders (CEO of iotum) wrote a post called ‘A Privacy Manifesto for the Web 2.0 Era‘ in which he states the right we - consumers - should have online which he calls the 4 principles that form a Privacy Manifesto for this new web era:

Now, what rights should you have? Here are four principles that form a Privacy Manifesto for the Web 2.0 Era (in short):

1. Every customer has the right to know what private information is being collected
2. Every customer has the right to know the purpose for which the data is being collected, in advance
3. Each customer owns his or her personal information
4. Customers have a right to expect that those collecting their personal information will store it securely

The article also shows what the implications of these principles would be on a couple of examples the author gave in the beginning. Now all interesting, but it got me thinking. This just didn’t seem all the unfamiliar to me, and then when I saw @pascalvanhecke’s reply on Twitter it hit me: of course - this is all in the European law related to the protection of personal data. Read the full text at Wikipedia, but it is interesting to see what the initial guidelines where for this law (which data from 1980):

1. Notice—data subjects should be given notice when their data is being collected;
2. Purpose—data should only be used for the purpose stated and not for any other purposes;
3. Consent—data should not be disclosed without the data subject’s consent;
4. Security—collected data should be kept secure from any potential abuses;
5. Disclosure—data subjects should be informed as to who is collecting their data;
6. Access—data subjects should be allowed to access their data and make corrections to any inaccurate data; and
7. Accountability—data subjects should have a method available to them to hold data collectors accountable for following the above principles

Again, this isn’t the actual law - but this gives you the best idea of the intention and idea behind it. Read the full text and you’ll see. Interestingly enough, Dennis Howlett wrote a post today saying ‘Did Scoble break EU law on Facebook?‘ which is talking about the same law. And I agree with Dennis, the whole ‘hack’ was appalling to say the least.

[Update: Mike Butcher at Techcrunch UK also links EU laws to data portability]

What do you think?

Berlitz did it again and I hadn’t noticed until this week. One year after the classic viral video ‘What are you sinking about?‘ they seem to have created a few new funny virals a couple of months ago. If you haven’t seen them yet (like me) then be sure to take a look, there’s pretty funny.

Thanks to @netlash and @Andhi I quickly received another 2 variations on the same theme: Tide & Camelia.

[Via Adverblog]

You got to admire it when a man can make a bit of fun of himself, don’t you think? You might have seen it already as it has been all around the web, but here’s a little video of Bill Gates’ last day as showed during his CES keynote this weekend in Vegas. Especially the work-out scenes were hilarious (at least that’s what I found).

Both Engadget and Gizmodo also have interviews up with the man that are good to watch/read. They talk about the historic sit-down with Steve Jobs (remember?), the Bill and Melinda Gates foundation, differences between Apple and MSFT as well as Gates’ changing public image. Whether you like Microsoft or not, you got to admire what the man has accomplished.

(disclaimer: I work for Microsoft)