Comments on: On bonfires and that http://no-mans-blog.com/2009/12/01/on-bonfires-and-that/ Asi Sharabi's Private Selections Sat, 31 Jul 2010 07:12:47 +0000 http://wordpress.org/?v=2.7 hourly 1 By: Good old Goodall ;) http://no-mans-blog.com/2009/12/01/on-bonfires-and-that/comment-page-1/#comment-274048 Good old Goodall ;) Mon, 07 Dec 2009 17:53:56 +0000 http://no-mans-blog.com/?p=1226#comment-274048 Agree with the point about short-termism (http://is.gd/5f7iH) - yet it's so hard to justify something that won't see immediate returns, especially in this economy. Also, people who work for Brands always want to build a nice big bonfire to show how productive they have been. I would love to do lots of smaller projects, each one adding value to a specific community (that's the basis of what some of us at Nokia call Neighbourhood marketing: http://is.gd/5f7K0) but I find myself unable to argue against the need for at least a Digital/Engagement Hub; the alternative vision of value-adding projects feels a bit random and sparse when compared to the "guarantee" delivered by building a specific website, even if that website brings little additional value. But, anyways, great post as always :) Agree with the point about short-termism (http://is.gd/5f7iH) - yet it’s so hard to justify something that won’t see immediate returns, especially in this economy.

Also, people who work for Brands always want to build a nice big bonfire to show how productive they have been. I would love to do lots of smaller projects, each one adding value to a specific community (that’s the basis of what some of us at Nokia call Neighbourhood marketing: http://is.gd/5f7K0) but I find myself unable to argue against the need for at least a Digital/Engagement Hub; the alternative vision of value-adding projects feels a bit random and sparse when compared to the “guarantee” delivered by building a specific website, even if that website brings little additional value.

But, anyways, great post as always :)

]]> By: john v willshire http://no-mans-blog.com/2009/12/01/on-bonfires-and-that/comment-page-1/#comment-273173 john v willshire Thu, 03 Dec 2009 16:25:08 +0000 http://no-mans-blog.com/?p=1226#comment-273173 Hey man... just come across here from Katy's post which started you off on this I think? You've made lots of great points around the marketing issues with social, and I'm increasingly a believer that the expectation of social doesn't work wedded to a 'firework' style mass production model... or at least rarely works, and even then no-one can really work out why. I do think the thing 'in-between' is actually bonfires that start around the production of the goods/services; change what is being sold to be social, not try and socialise what exists already. But as your final point rightly highlights, there's a short-termism issue with a lot of clients on that. Keynes said 'in the long run we're all dead', meaning that it was too far off to worry about. In this age, if we don't change things in the short run, then in the medium run we're screwed... Hey man… just come across here from Katy’s post which started you off on this I think?

You’ve made lots of great points around the marketing issues with social, and I’m increasingly a believer that the expectation of social doesn’t work wedded to a ‘firework’ style mass production model… or at least rarely works, and even then no-one can really work out why.

I do think the thing ‘in-between’ is actually bonfires that start around the production of the goods/services; change what is being sold to be social, not try and socialise what exists already. But as your final point rightly highlights, there’s a short-termism issue with a lot of clients on that.

Keynes said ‘in the long run we’re all dead’, meaning that it was too far off to worry about. In this age, if we don’t change things in the short run, then in the medium run we’re screwed…

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