A must read

The emperor has no clothes! Can agricultural advertising change?

Truffle Media Networks — Thu, 18 Nov 2010 15:03:23 +0000

The recent article, "The Future of Advertising " in FastCompany, calls out the agency marketing/PR/advertising bus model for what it is. Many of the thoughts in the article have been "known" but few dared to admit it.

Advertising is on the cusp of its first creative revolution since the 1960s. But the ad industry might get left behind.
Like a beetle preserved in amber, the practice of advertising has sat virtually unchanged for the last half-century.

Will agencies and their clients change? Or will there need to be further collapses before clients figure out the model is not working for them and they move on?

Over the past few years, because of a combination of Internet disintermediation, recession, and corporate blindness, the assembly line has been obliterated -- economically, organizationally, and culturally.
Earlier this year, technology observer Clay Shirky argued that "complex societies collapse because, when some stress comes, those societies have become too inflexible to respond."

The impact to agriculture? Agricultural companies have been very traditional in approach to marketing/advertising thorough the model of a "30 second" ad spot or media buy in print. However, those companies that acknowledge their campaigns are not working as "planned" and start adjusting their approach to become "quickly iterative" will be better positioned.

2009 Arbitron/Edison Internet and Multimedia Study: The Podcast Consumer 2009

Truffle Media Networks — Thu, 07 Jan 2010 16:07:48 +0000

This presentation was given by Edison's Vice President of Strategy and Marketing, Tom Webster, and runs approximately one hour with questions. The slides for the presentation can also be downloaded below.

The Podcast Consumer Revealed 2009

View more documents from webby2001.

Large organizations have policies for using social media. How will this impact your connections?

Truffle Media Networks — Wed, 16 Dec 2009 23:07:56 +0000

Below is info from a post to the Eli Lilly & Company Alumni group on LinkedIn. clipped from www.linkedin.com

Eli Lilly & Company - Alumni

Validity of this group listing

Groups like this may no longer be permitted under section 8 of a new Lilly policy, "Global Standards on Use of Social Media for Personal Purposes" effective 1-Mar-10.

Posted 20 hours ago | Reply Privately

Hi Kent,
Not an easy thing to shut down social media groups as they can be started by anyone. And this group is for Lilly alumni, who would not (in most cases) be bound to Lilly policies/procedures.
What you could do is move ownership of this specific group from a Lilly employee to a non-lilly employee and remove the Lilly logo. And the Lilly policy will most certainly provide guidance on employee participation.
For those of us that are not Lilly employees, what does section 8 say? Hey, section 8 is what Kilinger on MASH sought to get out of the Army! :) Hope all is well, John Blue

Getting people to say Yes or No is better than a "maybe"

Truffle Media Networks — Fri, 04 Dec 2009 20:32:52 +0000

It is way better to get a "Yes" or a "No" from a client or customer than it is to get a maybe. I personally have been on both sides of this and understand the issue of making a decision and trying to avoid risk.

In my current roll I am helping bring new ways to make information sharable and available via new/social media (SwineCast being an example). This is a "new" way to share stories; "new" in the sense that technology (sharing of content via RSS feeds, time shifted conversations via podcasts) is making it easier to produce a show and share it widely.

So when I heard (I use Audible to listen to books) this bit from Seth Godin's Small is the New Big about getting people to say yes or no, not maybe, I was all behind what he shared. It is better to get a yes or a no than a maybe. Think about those times when you suggested an idea and a "decision" maker said "maybe". Think about those times when you asked someone out and they responded with a "maybe" answer ("I'm busy this week" or "I have a lot of things to do").

Here is the short clip (about 10 min) from Small is the New Big that talks about one of Seth's sales people working to get a senior leader to step forward and make a decision.

So step up, be bold, get out there, make a decision!

Double click Play button below to listen to audio on line.

To download an MP3 version to your desktop, right click on link below and save to your local computer.
Short Seth Godin: "Small is the New Big" audio clip.

Get the full audio book from Audible Seth Godin: "Small is the New Big".

From Edison Research: The Podcast Consumer 2009

Truffle Media Networks — Fri, 02 Oct 2009 20:11:44 +0000

From Edison Research: "This data presentation was originally delivered as a webinar in conjunction with the Association for Downloadable Media on May 21, 2009. The Podcast Consumer Revealed: 2009 is the fourth iteration of this widely-cited study of the growing audience for audio and video podcasts. Data for this research presentation is derived from the 17th Arbitron/Edison Research Internet & Multimedia Research Series, one of the longest-running and most comprehensive series of studies on consumer usage, adoption and behavior surrounding new media and technology." The Podcast Consumer Revealed 2009

Can "energy as a national security issue" position effect Cap and Trade?

Truffle Media Networks — Wed, 23 Sep 2009 12:39:00 +0000

I attended the Energy Security as National and Economic Security forum sponsored by IUPUI’s Lugar Center for Renewable Energy and the Pew Environmental Group, where Senator Lugar and others made the pitch for energy as a national security issue. What this position does is allow for a different type of bill position to be created that will aim "toward long-term energy transformation".

While Senator Lugar was not in favor of the Waxman-Markey cap and trade approach, as it is written, Senator Lugar does say

"Notwithstanding my caution on the Waxman-Markey cap and trade formula, we should act quickly on a number of measures that would reduce our dependence on foreign oil, help limit the foreign policy risks of global hydrocarbon dependence, support economic growth, and cut greenhouse gas emissions."

Senator Lugar also talks about the need to change the approach to using feedstocks as fuel:

"Urgent attention should be given to improving the mix of feedstocks that can be turned into fuel. We should transition out of the current static biofuels subsidy programs, which, in my judgment, will become more difficult to extend as the cost rises and therefore will become less effective at encouraging investment. Instead, we should embrace market assurances tied directly to the price of petroleum, creating more reliable incentives and adopting a more taxpayer friendly approach. And finally, we must ensure that all new vehicles can employ multiple fuel sources, giving choice to consumers and spreading the reach of biofuels at low cost."

Lugar's final note brought back to focus that the USA must think about its energy dependancy as a national security issue.

"Energy is at the root of multiple threats to our country. Some of those threats we see today and feel personally, others may develop in the more distant future. As we endeavor to act on climate change, we should favor and accelerate policies that strengthen America against other threats that also are derived by how we generate and use energy."

Senator Lugar's full speech provides additional detail and insight on this issue.

Food Economics and Consumer Choice

John Blue — Wed, 20 May 2009 10:15:04 +0000

Today there are nearly 1 billion hungry people around the globe. Yet in only 50 years, our growing global population will require an estimated 100 percent more food than we produce today. Unfortunately, we will certainly not have 100 percent more high-quality land avail- able to grow twice the amount of grain or two times more livestock.The U.N. Food and Agriculture organization (FAo) reports that added farmland will help produce only 20 percent of the additional food our planet will need in 2050, and 10 percent will come from increased cropping intensity. Accordingly, the FAo concludes that 70 percent of the world’s additional food needs can be produced only with new and existing agricultural technologies. For full screen, click on player below.

Full PDF of the file can be found here.

AMC 0011 - New Media Blogger Chris Brogan - TruffleMedia.com

Ag Media Conversations — Wed, 10 Sep 2008 08:58:37 +0000

Chris Brogan, honest appraiser of new and social media, shares his thoughts on how businesses are seeking new approaches and solutions to their issues.

Double click Play button below to listen to audio on line.

To download an MP3 version to your desktop, right click on link below and save to your local computer.
Chris Brogan thoughts.

new media, social media