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    Promotion

    More Cut. More Paste.

    By
    Steve Poppe
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    Check out this video of the Cut and Paste digital design competition in NYC in October. It is the best single promotional video I’ve seen for getting high school and college kids to get into commercial web design.  The beats, the fashion, the story all serve up the craft of digital design brilliantly.  If you don’t like rap and you don’t like the city and you don’t like brew, you can still get into this vibe.  It’s real and it’s tomorrow. I’m not sure that this Cut and Paste competition was tasked as a recruitment tool and frankly before the recession there were a lot more these type of digital throw down parties but, hey, R/GA, Razorfish and Rockfish, forget the recruiting tents, beer cozie circuit at campuses and get behind Cut and Paste because this is the haps.

     Look into these kids eyes.  This isn’t staged “Put your hands in the air!” crap.

    If you read the comments on Agency Spy, Adweek or Ad Age, you’ll know many agency people are jealous, angry, envious and delusional.  Even before online comment pages, the business was infected by malcontents. (And with many out of work, the business they love to hate is filled with even more vitriol.)  But Cut and Paste gives me hope. The next gen of beanie-wearing, skinny jeaned design acolytes are pretty excited and pumped.

    We need more of this.  Give people something they love and the won’t work a day in their lives.  Coding at 2 A.M.by the light of a Red Bull machine may not be glamorous, but this vid points toward the prize. And as my chillens used to say “I yike it.”  Peace. 

    Like, like….like

    By
    Steve Poppe
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    0

    I went to a PSFK Conference a number of years ago and posted “Sort of” is the new “um.”  Well, I’m here to update you — “like” is the new “um.”  For 5 years it has been a nervous word kids and Millennials use to fill in their sentences.  But now the word is taking on more meaning, or lack thereof, thanks to Facebook’s use of “like” as a ranking system. 

    When a teen or tween tells a friend the gut-wrenching “I like Mary” it’s very different than the like-gating or liking that’s going on when marketers are cheesing consumers into pressing the like button.  Don’t native Inuits have nine different words for snow?

    One used to rank online affinity by counting web traffic.  If a site had lots of traffic, it was a well-appreciated site. Web Trends followed that traffic to see what people really landed on and it informed marketers. But then SEO jockeys started cheesing the system and traffic became less relevant. Enter the “like” button. But now even liking isn’t always liking. Google likes liking and calls it +ing (plusing).  

    A number of Facebook and Google Plus cottage industries are emerging and helping marketers game the system.  It’s a huge business.  But only about 10% of them really know what they are doing. And that 10% get what corporate CEOs and CFOs get — tie likes to new and recurring sales and you have a touchdown. Otherwise, those likes are flatter than a non-redeemed coupon.  And how would Mary feel about that?  Peace!

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