Susan Getgood of Marketing Roadmaps writes a good thoughtful post, which ties up the loose ends of the Aqua Teen Hunger Force/Boston Bomb scare incident. She asks a question:
"That's the ethical issue: what is the responsibility of a marketer to understand the potential effects of the campaign. Not just the goal we set, but the unintended consequences. Where do we draw the line between the responsibility of the marketer to understand and avoid negative effects, and the fact that the response to a marketing campaign is really out of our control.”
I think that any marketer should work within an ethical framework, their own conscience, the laws of the state they live within, and if you are a member of various marketing related associations, the ethics code of the association.
Susan asks where do we draw the line--well for Turner it was $2M as that was the price they had to pay for the chaos that resulted from the poorly planned campaign. There is existing precedent for large companies’ subjected to fines by spreading graffiti in cities IBM was one such example. I would have thought Interference would be aware of these, and would counsel their client to take the legal course of action. If you read Dr. Walter Carl’s quote from the CEO of Interference, the CEO has been writing and talking about guerilla marketing for some time.
I’d go one step further and suggest that just as there have been consequences for Turner from the State because of the incident, perhaps there should be consequences for companies that overstep legal bounds within the marketing community; we’d do that by suspending the companies involved in any national marketing associations they are involved with. This happened to Edelman during the Wal-Mart scandal; Edelman membership in WOMMA was suspended for 90 days. In this case the codes might not actually cover the incident, which is one reason why I’ve called for a review of marketing association ethics codes.
Blogs and consumer generated media are starting to put teeth into association ethics codes, as the consequences for associations not acting is a lack of relevancy and credibility, and in the long term legislation if no action is taken by professional organizations. The Wal-Mart incident gave WOMMA a lot of credibility and boosted the association’s buzz and leadership in the industry above its older peers. Whether you think the Aqua Teen Hunger Force campaign a success or failure, what should be the consequences for a company in their industry if a company breaks ethics rules?
www.typepad.com
Friday, 11 May 2007
Thursday, 10 May 2007
second life,what!!!!
Second Life is a 3-D virtual world entirely built and owned by its residents. Since opening to the public in 2003, it has grown explosively and today is inhabited by a total of 6,240,591 people from around the globe.
From the moment you enter the World you'll discover a vast digital continent, teeming with people, entertainment, experiences and opportunity. Once you've explored a bit, perhaps you'll find a perfect parcel of land to build your house or business.
You'll also be surrounded by the Creations of your fellow residents. Because residents retain the rights to their digital creations, they can buy, sell and trade with other residents.
The Marketplace currently supports millions of US dollars in monthly transactions. This commerce is handled with the in-world unit-of-trade, the Linden dollar, which can be converted to US dollars at several thriving online Linden Dollar exchanges.
Second life, Mmmm Interesting, but why??? i know it might help certain businesses in a very interesting way as we have reached the time of digital divide. Second life is a perfect example, well.. some of us dont have enough time for this life but yet we have created a second life.
Technology is taking over our lives. We all know it has good and bad advantages. The good side is, it is faster and easier, but the bad side is we are getting lazier. Maybe am being too critical about second life.
The down side of all this is as follows:
We should all be aware that not many people are able to use computers as we are fortunate enough to do so, we should all bear that in mind as not everyone will have access to the second life.
There is also the danger of people existing and interracting with each other and not knowing the sort of people they are dealing with. This type of relationship can breed bad characters and can be dangerous as it can breed crime amongst other things.
PR impact can be important here in the sense that good PR can help everyone understand the ins and outs of the second life. it can lead to a better understanding of what goes on and it will encourage a lot more people to get involved.
On that front there will be introduction of good user guides etc and that can help improve safety.
Welcome to the second life.
From the moment you enter the World you'll discover a vast digital continent, teeming with people, entertainment, experiences and opportunity. Once you've explored a bit, perhaps you'll find a perfect parcel of land to build your house or business.
You'll also be surrounded by the Creations of your fellow residents. Because residents retain the rights to their digital creations, they can buy, sell and trade with other residents.
The Marketplace currently supports millions of US dollars in monthly transactions. This commerce is handled with the in-world unit-of-trade, the Linden dollar, which can be converted to US dollars at several thriving online Linden Dollar exchanges.
Second life, Mmmm Interesting, but why??? i know it might help certain businesses in a very interesting way as we have reached the time of digital divide. Second life is a perfect example, well.. some of us dont have enough time for this life but yet we have created a second life.
Technology is taking over our lives. We all know it has good and bad advantages. The good side is, it is faster and easier, but the bad side is we are getting lazier. Maybe am being too critical about second life.
The down side of all this is as follows:
We should all be aware that not many people are able to use computers as we are fortunate enough to do so, we should all bear that in mind as not everyone will have access to the second life.
There is also the danger of people existing and interracting with each other and not knowing the sort of people they are dealing with. This type of relationship can breed bad characters and can be dangerous as it can breed crime amongst other things.
PR impact can be important here in the sense that good PR can help everyone understand the ins and outs of the second life. it can lead to a better understanding of what goes on and it will encourage a lot more people to get involved.
On that front there will be introduction of good user guides etc and that can help improve safety.
Welcome to the second life.
Monday, 7 May 2007
Bridging the Digital Divide
Bridging the Digital Divide
Extracts from a piece written by Teresa Peters Executive Director, Bridges.org
Installing computers and connections in underdeveloped communities is only part of what is needed to put information and communications technology to use for socio-economic development and information dissemination. An understanding of grassroots realities, pooling of resources, and a favorable regulatory system are among the many elements necessary in an effective approach to the digital divide.
Information and communications technology (ICT) is a key weapon in the war against world poverty. When used effectively, it offers huge potential to empower people in developing countries and disadvantaged communities to overcome development obstacles, address the most important social problems they face, and strengthen communities, democratic institutions, a free press, and local economies. Yet a digital divide separates those who can access and use ICT to gain these benefits, and those who do not have access to technology or cannot use it for one reason or another. There are a wide range of projects underway aimed at bringing ICT to people in developing countries. But in order for ICT to have a real impact on people's lives, it is crucial that development efforts go beyond computers and connections to ensure that people have real access to ICT so they can use it effectively to improve their lives.
The digital divide between countries is usually measured in terms of the number of telephones, computers, and Internet users. Between groups of people within countries, it is usually measured in terms of race, gender, age, disability, location, and income. It is difficult to gain an overall understanding of the digital divide, the proposed solutions, and what is having a real impact, when there are multiple definitions of the problem, conflicting views on whether it is getting better or worse, and various opinions on the key factors affecting it.
What more is needed? Real Access
Providing access to technology is critical, but it must be about more than just physical access. Computers and connections are insufficient if the technology is not used effectively because it is not affordable; people do not understand how to put it to use; people are discouraged from using it; or the local economy cannot sustain its use. ICT projects will only be widely successful in developing countries when all of the other components necessary for the effective integration of ICT into society are in place. Bridges.org calls this Real Access to ICT, and its work looks at twelve interrelated factors that determine whether ICT can be effectively used by people:
Physical access: Is technology available and accessible to people and organizations?
Appropriate technology: Is the available technology appropriate to local needs and conditions? What is the appropriate technology according to how people need and want to put technology to use?
Affordability: Is technology affordable for people to use?
Capacity: Do people have the training and skills necessary for effective technology use? Do they understand how to use technology and its potential uses?
Relevant content: Is locally relevant content available, especially in terms of language?
Integration: Is technology use a burden to peoples' lives, or is it integrated into daily routines?
Socio-cultural factors: Are people limited in their use of technology based on gender, race, or other socio-cultural factors?
Trust: Do people have confidence in technology and understand the implications of the technology they use, for instance in terms of privacy, security, or cybercrime?
Legal and regulatory framework: Do laws and regulations limit technology use? Are changes needed to create an environment that fosters its use?
Local economic environment: Is there a local economic environment favorable to technology use? Is technology part of local economic development? What is needed to make it a part?
Macro-economic environment: Is technology use limited by the macro-economic environment in the country or region, for example, in terms of deregulation, investment, and labor issues?
Political will: Is there political will in government to do what is needed to enable the integration of technology throughout society, and public support for government decision-making?
With regard to PR when the divide is bridged, it will help people to have more access to PR information which will help the PR industry.
This feature has looked at developing countries only in relation to how it will help them improve themselves and ICT and will also help with access to PR
Extracts from a piece written by Teresa Peters Executive Director, Bridges.org
Installing computers and connections in underdeveloped communities is only part of what is needed to put information and communications technology to use for socio-economic development and information dissemination. An understanding of grassroots realities, pooling of resources, and a favorable regulatory system are among the many elements necessary in an effective approach to the digital divide.
Information and communications technology (ICT) is a key weapon in the war against world poverty. When used effectively, it offers huge potential to empower people in developing countries and disadvantaged communities to overcome development obstacles, address the most important social problems they face, and strengthen communities, democratic institutions, a free press, and local economies. Yet a digital divide separates those who can access and use ICT to gain these benefits, and those who do not have access to technology or cannot use it for one reason or another. There are a wide range of projects underway aimed at bringing ICT to people in developing countries. But in order for ICT to have a real impact on people's lives, it is crucial that development efforts go beyond computers and connections to ensure that people have real access to ICT so they can use it effectively to improve their lives.
The digital divide between countries is usually measured in terms of the number of telephones, computers, and Internet users. Between groups of people within countries, it is usually measured in terms of race, gender, age, disability, location, and income. It is difficult to gain an overall understanding of the digital divide, the proposed solutions, and what is having a real impact, when there are multiple definitions of the problem, conflicting views on whether it is getting better or worse, and various opinions on the key factors affecting it.
What more is needed? Real Access
Providing access to technology is critical, but it must be about more than just physical access. Computers and connections are insufficient if the technology is not used effectively because it is not affordable; people do not understand how to put it to use; people are discouraged from using it; or the local economy cannot sustain its use. ICT projects will only be widely successful in developing countries when all of the other components necessary for the effective integration of ICT into society are in place. Bridges.org calls this Real Access to ICT, and its work looks at twelve interrelated factors that determine whether ICT can be effectively used by people:
Physical access: Is technology available and accessible to people and organizations?
Appropriate technology: Is the available technology appropriate to local needs and conditions? What is the appropriate technology according to how people need and want to put technology to use?
Affordability: Is technology affordable for people to use?
Capacity: Do people have the training and skills necessary for effective technology use? Do they understand how to use technology and its potential uses?
Relevant content: Is locally relevant content available, especially in terms of language?
Integration: Is technology use a burden to peoples' lives, or is it integrated into daily routines?
Socio-cultural factors: Are people limited in their use of technology based on gender, race, or other socio-cultural factors?
Trust: Do people have confidence in technology and understand the implications of the technology they use, for instance in terms of privacy, security, or cybercrime?
Legal and regulatory framework: Do laws and regulations limit technology use? Are changes needed to create an environment that fosters its use?
Local economic environment: Is there a local economic environment favorable to technology use? Is technology part of local economic development? What is needed to make it a part?
Macro-economic environment: Is technology use limited by the macro-economic environment in the country or region, for example, in terms of deregulation, investment, and labor issues?
Political will: Is there political will in government to do what is needed to enable the integration of technology throughout society, and public support for government decision-making?
With regard to PR when the divide is bridged, it will help people to have more access to PR information which will help the PR industry.
This feature has looked at developing countries only in relation to how it will help them improve themselves and ICT and will also help with access to PR
Tony Blair's Legacy
Tony Blair has been prime minister for the last 10 years and he has achieved a lot in his time.
Together with the Chancellor Gordon Brown, they have stabilised the UK economy and moved it from a boom & bust cycle to a stable one.
Unemployment has steadily dropped over time and disposable income has increased.
lots of people and companies have enjoyed growth in wealth and status
For the first time in the UK minimum wages were introduced to help the and low paid workers reap the proper benefits of their labour.
There has been record investments in education and social services. school children are passing exams a lot better than they used to, secondary education has improved and although discipline has been a problem in certain areas, on the whole there have been improvements.
On the health front there have been record investments across the board. waiting times are down, success rates and stories are up and the money invested is reaping rewards.
Mr. Blair is credited with forcing the UN to go into Kosovo to help the people there and saving millions of live from being butchered.
Somehow all of the above will be overshadowed by his decision to go to war in IRAQ. I am sure he had good intentions about saving the Iraqi people from their dictator leader and he had good intentions about ridding rogue states of WMD but the fact is although the war went well, the peace has been tampered by insurgency and this will always be the black mark against Tony Blair.
As he has always said 'my own God will judge me' but am sure as soon as he steps down in the next few weeks more than his own God will be quick to judge him and whatever people make of him he will go down in history as one of the country's best prime minister. or will he?
Together with the Chancellor Gordon Brown, they have stabilised the UK economy and moved it from a boom & bust cycle to a stable one.
Unemployment has steadily dropped over time and disposable income has increased.
lots of people and companies have enjoyed growth in wealth and status
For the first time in the UK minimum wages were introduced to help the and low paid workers reap the proper benefits of their labour.
There has been record investments in education and social services. school children are passing exams a lot better than they used to, secondary education has improved and although discipline has been a problem in certain areas, on the whole there have been improvements.
On the health front there have been record investments across the board. waiting times are down, success rates and stories are up and the money invested is reaping rewards.
Mr. Blair is credited with forcing the UN to go into Kosovo to help the people there and saving millions of live from being butchered.
Somehow all of the above will be overshadowed by his decision to go to war in IRAQ. I am sure he had good intentions about saving the Iraqi people from their dictator leader and he had good intentions about ridding rogue states of WMD but the fact is although the war went well, the peace has been tampered by insurgency and this will always be the black mark against Tony Blair.
As he has always said 'my own God will judge me' but am sure as soon as he steps down in the next few weeks more than his own God will be quick to judge him and whatever people make of him he will go down in history as one of the country's best prime minister. or will he?
Astroturfing
Astroturf refers to apparently grassroots groups or coalitions which are actually fake, often created by corporations or public relations firms.
Definitions
Campaigns & Elections magazine defines astroturf as a "grassroots program that involves the instant manufacturing of public support for a point of view in which either uninformed activists are recruited or means of deception are used to recruit them." Journalist William Greider has coined his own term to describe corporate grassroots organizing. He calls it "democracy for hire."
Senator Lloyd Bentsen, himself a long-time Washington and Wall Street insider, is credited with coining the term "astroturf lobbying" to describe the synthetic grassroots movements that now can be manufactured for a fee by companies like Beckel Cowan, Bivings Group, Bonner & Associates, Burson-Marsteller, Davies Communications, DCI Group, Direct Impact, Hill & Knowlton, Issue Dynamics Inc., National Grassroots & Communications, or Optima Direct.
Unlike genuine grassroots activism which tends to be money-poor but people-rich, astroturf campaigns are typically people-poor but cash-rich. Funded heavily by corporate largesse, they use sophisticated computer databases, telephone banks and hired organizers to rope less-informed activists into sending letters to their elected officials or engaging in other actions that create the appearance of grassroots support for their client's cause.
Definitions
Campaigns & Elections magazine defines astroturf as a "grassroots program that involves the instant manufacturing of public support for a point of view in which either uninformed activists are recruited or means of deception are used to recruit them." Journalist William Greider has coined his own term to describe corporate grassroots organizing. He calls it "democracy for hire."
Senator Lloyd Bentsen, himself a long-time Washington and Wall Street insider, is credited with coining the term "astroturf lobbying" to describe the synthetic grassroots movements that now can be manufactured for a fee by companies like Beckel Cowan, Bivings Group, Bonner & Associates, Burson-Marsteller, Davies Communications, DCI Group, Direct Impact, Hill & Knowlton, Issue Dynamics Inc., National Grassroots & Communications, or Optima Direct.
Unlike genuine grassroots activism which tends to be money-poor but people-rich, astroturf campaigns are typically people-poor but cash-rich. Funded heavily by corporate largesse, they use sophisticated computer databases, telephone banks and hired organizers to rope less-informed activists into sending letters to their elected officials or engaging in other actions that create the appearance of grassroots support for their client's cause.
Examples of where Astroturf techniques have been used are:
- block the transfer of federal licenses that WorldCom uses for its long distance and Internet services by Issue Dynamics Inc. using non-profit groups like the United Church of Christ
defeat the Clinton administration's proposed health care reform, through a front group called "Rx Partners" created by the Beckel Cowan PR firm, and the Coalition for Health Insurance Choices, created by public relations consultant Blair Childs
- harass environmentalists through the Wise Use movement
- loosen automobile fuel efficiency standards
- support clear-cutting American forests, through a front group called Citizens to Protect the Pacific Northwest and Northern California Economy
- oppose restrictions on smoking in public places, through a front group called National Smokers Alliance, which was created by Burson-Marsteller
- generate a dossier of newsclips orchestrated by Edelman to assist Microsoft lobbyists to persuade U.S. state attorney generals not to join a class action against the company.
- Encourage people to buy Coke
There are campaigns to stamp out astroturfing but a lot of PR companies are using it to achieve their aims as shown above.
Sourec: wilkipidea & source watch.org
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