Anyone
If you’re in the military, here’s a tip: don’t put upcoming missions in your Facebook status. You wouldn’t think someone would need to tell you that, but here we are.
A raid on suspected militants in the West Bank was cancelled yesterday after an Israeli soldier updated his Facebook status to read “On Wednesday we clean up Qatanah, and on Thursday, god willing, we come home.” The solider has since, unsurprisingly, been relieved of combat duty for being a moron. He’ll also spend 10 days in prison for his update.
Trying to educate soldiers on the importance of not leaking classified info to Facebook, the Israel Defense Forces have started putting up new posters in bases:
In posters placed on military bases, a mock Facebook page shows the images of Iranian President Mahmoud Ahmadinejad, Syrian President Bashar Assad and Hezbollah leader Sheik Hassan Nasrallah. Below their pictures – and Facebook “friend requests” – reads the slogan: “You think that everyone is your friend?”
I really want to see one of those posters. Anyone in the IDF want to send us a picture? My email address is below. I won’t post it on Facebook, promise. [NY Times]
The 22 Immutable Laws No Longer Apply
The habits of modern consumers and their expectations have so drastically changed the landscape into which marketing and advertising campaigns are launched that what held true in the “golden age of advertising” no longer holds true at this, the dawn of the “golden age of the individual.”
In the classic “The 22 Immutable Laws of Marketing,” Al Ries and Jack Trout expound on laws that are rooted in the ability to use storytelling to weave spellbinding brands and evoke emotion-filled loyalty. However, as the balance of power shifted away from advertisers to the people they used to target, the game has changed.
Increasingly, individuals prefer to do their own research rather than just take advertisers’ word for it. Individuals need greater levels of detailed information than can be conveyed in a :30 spot, a one page ad, or a radio spot. More individuals are empowered with information that is likely to have been created by other individuals (e.g., product reviews, blog posts) instead of advertisers.
Read on 22 Immutable Laws no Longer Apply
LaraMSi hope b-schools are listening! http://ow.ly/14QX8
BrennaEliseReading: The 22 Immutable Laws of Marketing No Longer Apply http://bit.ly/azMzyH
R_OtterstromRT @oliversudotcom: The 22 Immutable Laws of Marketing No Longer Apply – what do you think about this article? http://ow.ly/15xj1
oliversudotcomThe 22 Immutable Laws of Marketing No Longer Apply – what do you think about this article? http://ow.ly/15xj1
acfouImmutable Law 5: Own a word in the prospect’s mind – what’s Apple? great design, ease-of-use, music, or computers? – http://bit.ly/aRfkiY
coopermediaonly“The 22 Immutable Laws of Marketing No Longer Apply” – http://ow.ly/15hQj
connectwithcoop“The 22 Immutable Laws of Marketing No Longer Apply” – http://ow.ly/15hQa
jeetblogThe 22 Immutable Laws of Marketing No Longer Apply – http://www.clickz.com/3636379
dougdavidoff@toddsattersten I had the same feeling about it (http://tinyurl.com/yjye2fl )
dougdavidoff@toddsattersten did you read this: http://tinyurl.com/yjye2fl? Interesting take on applicability of Immutable Laws.
KKilnerRT @clickz The 22 Immutable Laws of Marketing No Longer Apply – ClickZ http://bit.ly/bb8MOd
bottreeRT @tweetmeme The 22 Immutable Laws of Marketing No Longer Apply – ClickZ http://bit.ly/bb8MOd
inggitaRT @durjoy: My pal Augustine Fou @ClickZ skewers the 22 Immutable Laws of Marketing: http://bit.ly/bb8MOd
acfouWhich too-clever-for-anyone, too-over-the-top-sleazy, or too-brand-perfumey-that-it-makes-me-gag ads did u see ystrday? http://bit.ly/aRfkiY
ntortorellaThe 22 Immutable Laws of Marketing No Longer Apply http://bit.ly/9DZhYs
sluuAn interesting blog about how The 22 Immutable Laws of Marketing No Longer Apply http://bit.ly/bb8MOd – (via @clickz)
TechValidateVery interesting read. Classic marketing dogma is not true anymore. The 22 Immutable Laws of Marketing No Longer Apply. http://ow.ly/14QX8
durjoyMy pal Augustine Fou @ClickZ skewers the 22 Immutable Laws of Marketing: http://bit.ly/bb8MOd
TobyDivaaugustine fou looks at marketing thru a social lens & updates ries & trout’s 22 rules http://ow.ly/153oo
IdeafoodARTICLE: The 22 immutable laws of marketing no longer apply. http://bit.ly/kent914 (via @KentHuffman)
AIM2meRT @clickz Immutable Laws of Marketing No Longer Apply http://bit.ly/bb8MOd but don’t forget the basics http://bit.ly/bmIIDF
acfouImmutable Law 3: advertisers often misinterpret that they can buy their way into the prospects’ minds by shouting loud http://bit.ly/aRfkiY
andressilvaa@warpx These Marketing Laws are very good and excellent tips: http://bit.ly/kent914 (via @KentHuffman)
andressilvaa@warpx These Marketing Laws are very good excellent tips: http://bit.ly/kent914 (via @KentHuffman)
davidhughanThe 22 immutable laws of #marketing no longer apply by @ClickZ http://bit.ly/c56rVy
jack2ussrDo you really believe? 
@ramonthomas The 22 Immutable Laws of Marketing No Longer Apply http://www.clickz.com/3636379
subbuu22 Immutable Laws of Marketing no longer applies http://j.mp/92GpRz Controversy brewing…
jannekorpiGreat article – How the laws of marketing have changed http://bit.ly/azMzyH
azalec22 Immutable Laws of Marketing no longer apply; balance of power has shifted from advertisers to those being targeted. http://bit.ly/91w7Yk
tfanelliInteresting read – The 22 Immutable Laws of Marketing No Longer Apply – ClickZ: http://www.clickz.com/3636379
MarySicardBlasphemy! “The 22 Immutable Laws of Marketing No Longer Apply,” says Augustine Fou. http://twurl.nl/dnvzqq
hainguyenVThe 22 Immutable Laws of Marketing No Longer Apply – Augustine Fou. Interesting post http://bit.ly/azMzyH
astridguillonRT @clickz The 22 Immutable Laws of Marketing No Longer Apply – ClickZ http://bit.ly/bb8MOd
LaunchiteThe immutable laws of marketing, re-examined in the digital/social media age http://bit.ly/bTDPK8
DCCommercialREThe 22 Immutable Laws of Marketing No Longer Apply – ClickZ http://bit.ly/bb8MOd http://fb.me/5k34bZe
HAustinERT @clickz The 22 Immutable Laws of Marketing No Longer Apply – ClickZ http://bit.ly/bb8MOd
oliversudotcomRT @clickz The 22 Immutable Laws of Marketing No Longer Apply – ClickZ http://bit.ly/bb8MOd
lohhw3RT @brandconsultant: Brilliant article on the death of #positioning http://bit.ly/azMzyH #advertising #malaysia #singapore #indonesia
thebfceWithTwitter, stupidity spreads even faster…The 22 Immutable Laws of Marketing No Longer Apply – ClickZ http://bit.ly/bb8MOd
brandconsultantBrilliant article on the death of #positioning http://bit.ly/azMzyH #advertising #malaysia #singapore #indonesia
andressilvaa@warpx They are very good Marketing Laws: http://bit.ly/kent914 (via @KentHuffman)
Vanessa_BrightThe 22 Immutable Laws of Marketing No Longer Apply – ClickZ http://ow.ly/14G6g
steve_suttonRT @clickz The 22 Immutable Laws of Marketing No Longer Apply – ClickZ http://bit.ly/bb8MOd
SweetLoveGiftsA must read! RT @clickz via @jimcaruso: The 22 Immutable Laws of Marketing No Longer Apply http://bit.ly/bb8MOd
Vanessa_BrightRT @KentHuffman: The 22 immutable laws of marketing no longer apply: http://bit.ly/kent914
samanthastoneRT @DebbieMarchok. RT @clickz The 22 Immutable Laws of Marketing No Longer Apply – ClickZ http://bit.ly/bb8MOd
michaelredwoodRT @DebbieMarchok: RT @marketing_chief Shaking it up. RT @clickz The 22 Immutable Laws of Marketing No Longer Apply http://bit.ly/bb8MOd
DebbieMarchokRT @marketing_chief Shaking it up. RT @clickz The 22 Immutable Laws of Marketing No Longer Apply – ClickZ http://bit.ly/bb8MOd
jimcarusoRT @clickz The 22 Immutable Laws of Marketing No Longer Apply – ClickZ http://bit.ly/bb8MOd
vivosityRT @GuyKawasaki: How immutable are the immutable laws of marketing? http://ow.ly/1o9Y82
MarketingRagRT @clickz The 22 Immutable Laws of Marketing No Longer Apply. Augustine Fou takes them apart on ClickZ. http://bit.ly/bb8MOd
faragodgRT @clickz The 22 Immutable Laws of Marketing No Longer Apply – ClickZ http://bit.ly/bb8MOd
veneredimiloRT @clickz The 22 Immutable Laws of Marketing No Longer Apply – ClickZ http://bit.ly/bb8MOd
rCrosbySticklesThe 22 Immutable Laws of Marketing No Longer Apply – ClickZ http://www.clickz.com/3636379
brandconsultantFinally someone else who believes positioning & other mass economy models no longer apply http://bit.ly/azMzyH #marketing #positioning
RellyMeltzerThe 22 Immutable Laws of Marketing No Longer Apply http://www.clickz.com/3636379
acfouNo one knows you, the small fish in a big pond? Make a new pond? The mktng problem then becomes no one knows your pond: http://bit.ly/bb8MOd
italianpassionRT @andressilvaa: ARTICLE: The 22 immutable laws of marketing no longer apply. http://bit.ly/kent914 (via @KentHuffman)
apkalnsEven “The 22 Immutable Laws of Marketing” evolve & transform: http://www.clickz.com/3636379 #marketing #change
andressilvaaARTICLE: The 22 immutable laws of marketing no longer apply. http://bit.ly/kent914 (via @KentHuffman)
ChrisCopywriterhttp://www.clickz.com/3636379 http://fb.me/58F8vCW
UKSEOSpecialistThe 22 Immutable Laws of Marketing No Longer Apply http://bit.ly/azMzyH
vvpreethamThe 22 Immutable Laws of Marketing No Longer Apply – ClickZ http://ow.ly/14wJp
saintmoonriverRT @ramonthomas: Al Ries and Jack Trout’s The 22 Immutable Laws of Marketing No Longer Apply http://www.clickz.com/3636379
ramonthomasAl Ries and Jack Trout’s The 22 Immutable Laws of Marketing No Longer Apply http://www.clickz.com/3636379
markvanbaale“Traditional “push” advertising is like a thief breaking into your home at dinnertime and shouting at your family” – http://bit.ly/azMzyH
nickwredenWhy “positioning” theory &”22 immutable laws” are no longer true & will hurt your brand. Great Clickz article. http://bit.ly/azMzyH
AbsatzlehreBy @-davidhughan Great read: The 22 immutable laws of #-marketing no longer apply by @ClickZ http://bit.ly/c56rVy
davidhughanGreat read: The 22 immutable laws of #marketing no longer apply by @ClickZ http://bit.ly/c56rVy
jennycoupeThe 22 Immutable Laws of Marketing No Longer Apply – ClickZ: http://www.clickz.com/3636379 via @addthis
TimCohnThe 22 Immutable Laws of Marketing No Longer Apply – ClickZ http://bit.ly/aOMY3Q
jpoloObserving: “The 22 Immutable Laws of Marketing No Longer Apply – ClickZ”, http://bit.ly/baH32k
MichaelMyersThe 22 Immutable Laws of Marketing that No Longer Apply: http://bit.ly/azMzyH
CarrieK_IEGRT @KMGDePaul: Why the 22 Immutable Laws of Marketing No Longer Apply http://ow.ly/1o9Y82
KMGDePaulWhy the 22 Immutable Laws of Marketing No Longer Apply http://ow.ly/1o9Y82
KenRobbinsRT @kraigguffey: RT @clickz The 22 Immutable Laws of Marketing No Longer Apply – ClickZ http://bit.ly/bb8MOd
CavalierPaleRT @elneco The 22 Immutable Laws of Marketing No Longer Apply – ClickZ http://bit.ly/bb8MOd
elnecootra visión a las clásicas “22 leyes inmutables del mkt” http://www.clickz.com/3636379
webexecutivesMARKETING: @acfou’s take on how and why the first 7 of “The 22 Immutable Laws of Marketing” have changed (http://j.mp/aFxKrP ).
RogersParkCoCRT @whatworks: How the Laws of Marketing Have Changed http://ow.ly/14mSC (via ClickZ)
normbondThe 22 Immutable Laws of Marketing No Longer Apply – ClickZ http://bit.ly/a8bbGa
fishermarketingExcellent! RT @whatworks How the Laws of Marketing Have Changed http://ow.ly/14mSC (via ClickZ)
AnibalDoRosarioGolden Age of Ads Laws no longer valid in Golden Age Of The Individual “The 22 Laws of Marketing” no longer applicable: http://bit.ly/bGert9
whatworksHow the Laws of Marketing Have Changed http://ow.ly/14mSC (via ClickZ)
vickysjonesThe 22 Immutable Laws of Marketing No Longer Apply http://bit.ly/acONli
bmelchiorThe 22 Immutable Laws of Marketing No Longer Apply http://bit.ly/acONli
MCNAffiliatesRT @clickz The 22 Immutable Laws of Marketing No Longer Apply – ClickZ http://bit.ly/bb8MOd
manfredkisslingThe 22 Immutable Laws of Marketing No Longer Apply – ClickZ: http://www.clickz.com/3636379 via @addthis
hbgcoachingRT @clickz The 22 Immutable Laws of Marketing No Longer Apply – ClickZ http://bit.ly/bb8MOd
steprincipatoRT @clickz The 22 Immutable Laws of Marketing No Longer Apply – ClickZ http://bit.ly/bb8MOd #marketing
gburkeThe 22 Immutable Laws of Marketing No Longer Apply (Part 1, Rules 1-7) http://bit.ly/90f8Us
gregg_makuchChallenge conventional wisdom – The 22 Immutable Laws of Marketing No Longer Apply – http://bit.ly/azMzyH
shaziaparwezRT @clickz The 22 Immutable Laws of Marketing No Longer Apply – ClickZ http://bit.ly/bb8MOd
ForwardProIt’s always time to rethink marketing: http://bit.ly/acONli
pamdyer“The 22 Immutable Laws of Marketing” revisited http://bit.ly/btL7VC Column: They no longer apply in new landscape
jasoncerconeThe 22 Immutable Laws of Marketing No Longer Apply http://bit.ly/azMzyH
nickromRT @tweetmeme The 22 Immutable Laws of Marketing No Longer Apply – ClickZ http://bit.ly/bb8MOd
dancommatorThe 22 Immutable Laws of Marketing No Longer Apply #marketing #marketingstrategy http://bit.ly/azMzyH
CGFSyncresisRT @clickz The 22 Immutable Laws of Marketing No Longer Apply – ClickZ http://bit.ly/bb8MOd
Dan_AgnewPeople still arguing “The 22 Immutable Laws of Marketing,” but it’s still great food for thought: http://bit.ly/acONli
acfouFALSE: 1st Immutable Law – It is better to be first than it is to be better; today it is better to be better – http://bit.ly/aRfkiY
DaintyNinjaHow the laws that governed the “golden age of advertising” are no longer valid in this “golden age of the individual.” http://bit.ly/acONli
craiglandesNice work: The 22 Immutable Laws No Longer Apply in the “golden age of the consumer” @acfou – http://bit.ly/aRfkiY
FiurInformationTraditional marketers making the shift take note! The 22 Immutable Laws of Marketing No Longer Apply (http://bit.ly/acONli ) #in
acfouThe 22 Immutable Laws No Longer Apply in the “golden age of the consumer” @acfou – http://bit.ly/aRfkiY
Source: http://feeds.gawker.com/~r/gizmodo/full/~3/9Yzb5sCzx-I/netflix-voyeur
The New York Times takes an interactive look at what Netflix users are watching in a dozen U.S. cities, including my backyard, Boston. My neighbors are watching what now?
Oh, just Mad Men, it seems, with a sizable pocket in Cambridge. We’re so liberal.
And why the heck was Eagle Eye so popular on the North Shore last year? Anyone? [New York Times via Slashdot]
The JKWeddingDance video was real; the viral effect was MANUFACTURED – Post 1 of 2
originally investigated and reported on Friday July 31, 2009 by Augustine Fou, with Tugce Esener @tesener
Several friends and colleagues had the same reaction when they found out about this video — that it was at such a high view count already and we were late to the party of finding out. Then we did some more digging — digital forensics :-) And this is a case where a viral hit was indeed successfully manufactured. There’s something to be learned from all this – how to successfully manufacture a viral video sensation and make viral profits.
Related: How to manufacture a viral video sensation and make viral profits – Post 2 of 2
Chris Brown is successfully tapping into the viral halo of a funny video that coincidentally used his song.
ReadWriteWeb article on how rights owners (Sony, Chris Brown) can make viral profits on other people using their work instead of suing them - http://bit.ly/KA3HI
The video was real. But promotional activities (possibly/likely paid) created the initial viral effect (led to the tipping point of the viral effect) which then got carried a further by people thinking they were simply late to the party, including myself (e.g. 440k bit.ly clicks and 3k detectable retweets out of the 13M views). The numbers don’t jive.
The viral halo has added 1 million more views to the video from August 1 – August 2. (13.1 M to 14.5 M)
Ten ELEVEN TWELVE THIRTEEN proof points to follow, each with screen shot to illustrate.
1a. anyone notice that the “Forever” soundtrack is remarkably consistent throughout the video as if it were dubbed or added in after the original footage was shot. The sound is too consistent in volume and loudness to have come from a built-in, on-camera microphone. At the very end of the video, once it cuts back to the couple at the altar the sound quality goes back to the echo-y, tinny sound of an on-camera mic.
1b. The “TheKHeinz” user on YouTube was registered on July 19, 2009, the day the video was posted. We usually look for clues like this to detect “plants” by PR agencies. This is an issue of trust — a user “CmdrTaco” on Slashdot has been around the forums for years, made hundreds of posts, and was rated by the community very highly. PR agencies trying to seed stories have to create new user accounts during the PR campaign (recent registration date) and have made no other posts or uploads before (no history).
2. The social intensity detected in all of the top social venues like Technorai, Delicious, Reddit, Digg, etc. indicate there was not enough organic sharing to support a view count of 13 million views in 11 days (updated: 14.6 million today August 2, 2009).
a) Bit.ly shows only 447k clicks on the shortened URL
“At Fortune’s Brainstorm:Tech conference Ashton Kutcher effectively took credit for boosting the views from – in his words – 12,500 views before he tweeted the link – to some 1.2 million views 12 hours later…”
Well, unfortunately he used a bit.ly link which provides public analytics on how many people clicked. Most tweets result in immediate traffic, which then tails off immediately after the tweet falls off the first page. In his case, look at the following bit.ly stats URL and click “past month” to see the peak clicks on July 23. All he can actually claim is that his tweet drove a peak of about 100,000 clicks on that day not 1.2 million 
http://bit.ly/info/Z7vMw
too bad Ashton. next time you make a BMOC claim, be sure to use a non trackable method, so analytics won’t “out” you so easily.
after only 3.5 days of retweets the twitter intensity died off to next-to-nothing; if this were a truly viral video, carried forth by real people (and not by paid PR support and paid media) the retweet intensity would remain high. As of August 21, there are over 21M views on the video and the 505k retweets does not show actual organic support for that number.
b) Twitturly shows only 3 thousand retweets on the YouTube URL itself
c) Delicious shows only 447 bookmarks of the video itself
d) Reddit only shows 673 thumbs up for the video itself
e) Technorati shows only 277 blog mentions of the video itself — this could be undercounting if blogs used URL shorteners. But if you look at the blog intensity results (below) sorted by blogs with most authority the blogs have very little authority (i.e. influence or size of audience).
– these are real indications of interest by real people. The social intensity of the passalong for this video does not substantiate the huge number of views in 11 days.
What we are seeing now is the additional viral halo, as the momentum is sustained by large media outlets reporting on the story — even Google Blog blogged about it (boasting about the success of YouTube advertising in driving revenues). Of course TechCrunch is right that viral videos can be monetized: http://www.techcrunch.com/2009/07/30/youtube-viral-wedding-videos-are-great-for-advertising/ )
3. Twitter shows nothing in the top “trending topics” related to this video – indicating few people are actually tweeting about it — if this video is SO viral (13M views in 11 days) then it has GOT to show up on a scan of social intensity. (see screen capture below)
July 31 (Friday) August 2 (Sunday)
4. The original video was posted July 19, 2009. The people from the video appeared on NBC’s Today Show and danced around Rockerfeller Center on July 25th (6 calendar days after posting). Today Show staff may be great at spotting news, but to get all the wedding party from the wedding to re-enact the dance on the Today Show in 6 calendar days — too good to be true? Hmm…
5. Out of all the wedding videos on YouTube, how did Chris Brown detect this particular one that used his song. @glenngabe noted that there are song detection mechanisms - ContentID - which detect the pattern of the copyrighted song and report that to the rights owners. We know there are hundreds, if not thousaands, or really funny wedding home videos — America’s Funniest Videos has been running for years and years on TV showing funny wedding blooper videos that people submitted to them.
6. ALL TEN of the top viral videos on AdAge’s Viral Video Chart took around 3 – 6 months to achieve full viral effect — not 6 days. See all 10 videos’ stats, as reported by YouTube at the following link. This video has not shown up at all on the list of Adage viral videos.
AdAge Top Viral Videos all take 3 – 6 months to reach full viral effect
7. From @RedW0rm – YouTube Declares Wedding Video a Financial Success – http://bit.ly/9ZUtu
8. also check the velocity of this http://twitter.com/#search?q=jkwedding or this http://twitter.com/#search?q=jkweddingdance notice the tweets are not seconds apart but hours apart. Something that achieved 13M views in the 11 days since posting would show far higher velocity or twitter intensity.
9. For a top-trending topic on twitter, there is usually correspondingly high search volume that is detectable. At first glance, terms related to this viral video like “jkwedding” or “jk wedding dance” all seem to spike. But if you put it against even “Corazon Aquino” (one of the top trending topics NOW on Twitter) those JK wedding search volumes are dwarfed. (see chart below).
10. Google only reports 366 links to the video and most of them are not even important websites (see Alexa blue bar)
11. The video itself has no honors and no stats (yet); YouTube stats are conveniently turned off. Other videos have their stats graphs publicly available.
12. see the fine print in the YouTube description — For more information or to make a donation towards violence prevention please visit our website: http://www.jkweddingdance.com/ – why would a normal wedding video ask people to make a donation towards violence prevention? (see screen capture below), the WHOIS record shows the domain jkweddingdance.com was created 29-Jul-09 — today is 31-Jul-09
Updated: This was circumstantial evidence. A source confirmed that Jill is studying patterns of violence propagation for her PhD. Their choice of charity was their own choice. And the site was set up to help that cause.
Conclusion? The video itself is real, made by those nice people in the wedding. They may not even realize why or how their wedding video went viral (and the tens of thousands of other wedding videos on YouTube did not). On the Today Show, “The couple told Lauer they were surprised at the video’s popularity” (also see NY Daily News article – http://bit.ly/OA3iG )
Related articles:
ReadWriteWeb – Build Profit Not DMCA Suits
WSJ – YouTube Declares Wedding Video a Financial Success
PSFK – Co-opting Viral Hits to Sell More Music
TechCrunch – YouTube: Viral Wedding Videos Are Great For Advertising
Huffington Post – Viral Wedding on YouTube Drives Buyers to Chris Brown Music
how many millions for this dog that won’t hunt?
whoppervirgins.com was not even live when the TV kicked in. That’s one expensive spike in search volume. Anyone know if it drove any sales?
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