Comments for Ignorantium

Comment on Mind the gap… by Tweets that mention Ignorantium | More reactive than flourine. Funnier than boron. -- Topsy.com

Fri, 30 Jul 2010 22:51:36 +0000

[...] This post was mentioned on Twitter by ignorantium, James Wester. James Wester said: From the blog (@ignorantium), a new weekly review feature. "Mind the gap…" http://bit.ly/aADMSp — Enjoy and have a great weekend. [...]

Comment on There’s never been a better time to be a poor musician by John Farrugia

John Farrugia — Fri, 30 Jul 2010 13:44:47 +0000

James,

Thanks for the kind words.

John
co-founder of Guguchu

Comment on There’s never been a better time to be a poor musician by Tweets that mention Ignorantium | More reactive than flourine. Funnier than boron. -- Topsy.com

Fri, 30 Jul 2010 02:51:16 +0000

[...] This post was mentioned on Twitter by ignorantium, James Wester. James Wester said: New post at the blog: "There's never been a better time to be a poor musician" http://bit.ly/bukpa5 — Quickie on ejamming and guguchu. [...]

Comment on Backupify Yourself by Tweets that mention Ignorantium | More reactive than flourine. Funnier than boron. -- Topsy.com

Wed, 28 Jul 2010 21:03:20 +0000

[...] This post was mentioned on Twitter by James Wester, Backupify. Backupify said: Thanks for the awesome review! RT @ @ignorantium: A new bit of wisdom at Ignorantium: : Backupify Yourself http://bit.ly/bWMxVg [...]

Comment on Hang in there, baby… by Talton Figgins

Talton Figgins — Tue, 27 Jul 2010 21:22:48 +0000

“Drop Out and Die Young!” LOL!

Comment on You’re still wrong, possibly even more so? by James

James — Tue, 27 Jul 2010 18:13:58 +0000

BL -

Thanks so much for the comment. I felt like we were talking past each other on Twitter. I am much closer to your position than my tweets likely indicated. I agree at this point that we don’t know if the videos will move the needle. I also think (hope? assume?) that P&G will follow up with more tactics. But if nothing else, I think this effort moves social away from being ‘out there.’

James

Comment on You’re still wrong, possibly even more so? by James

James — Tue, 27 Jul 2010 15:48:11 +0000

Stephen,
Thanks for the comment and thanks for the great post on your blog about the data (http://www.stephendenny.com/2010/07/old-spice-reloaded-the-sell-through/). What I’m finding particularly interesting about all the discussion going on around Old Spice is how really sharp marketing people are beginning to emerge from behind the heretofore self-proclaimed ‘experts.’ To this point so much of social media dialogue has been between people who have very little real marketing experience. For once I’m having deep, even contentious, discussions with people who actually know what they’re talking about and I’m finding it all very valuable.
James

Comment on You’re wrong about Old Spice by James

James — Tue, 27 Jul 2010 15:41:03 +0000

Thanks for the feedback, Elyse. I’m still amazed at how many people are jumping on this campaign without asking themselves the simple question: “Do I know more that P&G does about sales, plans, etc?” As I said in my later post, I wonder if some aren’t actually hoping for it to fail as it proves that a lot of the social media ‘conventional wisdom’ is simply wrong.

Comment on You’re still wrong, possibly even more so? by B.L. Ochman

B.L. Ochman — Tue, 27 Jul 2010 14:02:58 +0000

I’m one of the people who wants social media not only to succeed, but to stop being considered unusual or “out there” or something you can’t measure.

There are 100 or more ways to measure social media; it is simply a set of tools that can (or sometimes) cannot, fit into an overall marketing strategy.

In the case of the Old Spice videos, which brilliantly used the tools, the missing link is integration. It would have been very simple to add a call to action to the videos; to add shelf-talkers, etc and bring the videos into an INTEGRATED campaign.

Buzz is fantastic, and getting it requires great skills. But it’s not the only thing the brand needs.

And, i must add, Old Spice smells simply awful. no marketing or advertising can fix that.

only time will tell if the videos move the sales needle.

Comment on You’re still wrong, possibly even more so? by Stephen Denny

Stephen Denny — Mon, 26 Jul 2010 21:50:00 +0000

James:

I’d have said that the faction spouting the “Old Spice buzz rules!” dogma are hoping social media stays nebulous and therefore their own private domain (and cash cow) while the luddites who secretly fear social media crowed at its supposed failure.

I’m happy to fall somewhere in between. I just want to see campaigns that work and understand why they do.

Fascinating to see the dramatic impact BOGO coupons had on the brand and its competitors, too. Brings you back to earth, doesn’t it?

Thanks!

Comment on You’re still wrong, possibly even more so? by Tweets that mention Ignorantium | More reactive than flourine. Funnier than boron. -- Topsy.com

Mon, 26 Jul 2010 16:07:20 +0000

[...] This post was mentioned on Twitter by ignorantium, James Wester and James Wester, Matt Smith. Matt Smith said: RT @jameswester: More on Old Spice at Ignorantium. "You're still wrong, possibly even more so?" http://bit.ly/9FnkNs [...]

Comment on You’re wrong about Old Spice by Elyse_D

Elyse_D — Fri, 23 Jul 2010 18:46:48 +0000

Totally agree with you. It’s still too soon to tell and the numbers being thrown around at this point are premature in my opinion. Like you said, not everyone ran out of bodywash or deodorant at the exact time the campaign started. These articles were written with partial data. I think we need to wait and see the outcome.

I have to think that part of the goal of the campaign was to increase brand awareness within a younger demographic and change the brand image from “your Dad’s brand” – a goal that P&G has been working on for awhile now.