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No experts allowed!My esteemed and learned friend Julian Cole just put me on to a fantastic blog, Talent Imitates, Genius Steals. Written by Faris Yakob who heads up planning for Naked Communications’ New York office. I’ve just read a post from Faris talking about a new t-shirt service a friend of his has started, in the same post he references a campaign going on for Orange in the UK called Balloonacy, which I seriously heart (and would be playing if my platform of choice was more customisable – look for a move to be made shortly in this space).

This is a great idea for one of the same reasons I love the Orange Balloon Race that’s running at the moment…it understands that the web is the platform and that from here on in, identity is distributed.

The web is the platform! I’ve been thinking this for a while, but for some reason it only just made sense. In the ye olde days people created work based on the limitations of the hardware, we’re now creating work based on the limitations of the software. In addition, while Moore’s Law may be running out of steam in the sense he was talking about traditional computing, it did not allow for the rise of mobile computing, and I’m more interested about the evolution of the handset than I am about a slightly faster laptop.

I don’t really know where I’m going with this, but I’m excited!

Image courtesy of macwagen, with thanks to compfight.
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Barrier to entryLong-time listeners-first time callers would be aware I was included in a top 50 list of marketing blogs in Australia recently, put together by Adspace-Pioneers and Marketing Magazine (#17, thanks very much). Eschewing “It’s an honour just to be nominated” dribble, it was a great chance to check out some of the other writers and marketers that exist in this space. There’s a tremendous amount of value out there and it’s well worth everyone’s time to take a look at the other sites comprising the list.

One key aspect which had been over-looked on a lot of these sites though was the choice of technology employed. There are three main blog platforms – WordPress (which is what this site is), TypePad and Blogger, all of which have their own pros and cons, but perform the same base functions.

Contrast this with Vox, a site I hadn’t heard of before until I visited Lexy Klain’s blog (#29 on the list). Lexy does a good job of providing thought-provoking content, I actually went quite far back into her archives to get a sense of her thought process. Satisfied, I went to comment on a post, and to congratulate her on making the list, and that is when the fun stopped.

Vox requires you to register if you wish to comment, something I abhor. Having spent yesterday afternoon at the Melbourne PubCamp event being bored to tears by folk who do not yet understand for some God-forsaken reason that open beats closed, I was surprised to see a blog site pursuing this tack.

By choosing this platform, Lexy opts out of a raft of conversation provided by comments. Fred Wilson often says the comments on his site far outweigh the value created in his blog posts. This is a participatory medium, and we need to make the barriers to entry for everyone as low as possible.

Lex, five stars for the wealth of thought you’re providing, but I can get it elsewhere. And if I can’t interact or am put off by the barriers placed in front of me, I won’t return. Those who haven’t read it should brush up on Forrester’s POST methodology for more on this.

Image courtesy of moniker, with thanks to compfight.

When people talk about campaigns being exposed, what they’re seeing is the revelation of the intent behind the activity. Julian Cole talked about a Ford ad last week which summarised this perfectly. Ford had made it reasonably clear their ad was fake and they were just having some fun, prompting Julian to write.

people enjoy…content for what it is…This is a great example of why full disclosure works in the social media space.

The intent here was to entertain, not to fool. The result is engaging and hats off to Ford for having the stones to do this, and not have an intent to deceive at the core of what they were doing. The added bonus here is they get blogged about for All The Right Reasons(TM), and what could be better than that?

So, we’ll refer to it as intent, but what is at the core of the campaigns you’re building for the brands you work with?

Ok I made that up. This blog though was actually ranked #17 in a top 50 list of Australian marketing blogs.

Compiled by Julian Cole of Adspace Pioneers fame, he has posted the list on his blog as well as having it featured in the August edition of Marketing Magazine (which I also contribute to). Thanks to Julian for the hat tip, I’ll do my best to live up to it.

Total
1 Banner Blog 6 6 8 6 8 9 43
2 Servant of Chaos 9 5 8 6 6 5 39
3 Duncans Tv Adland 6 5 7 6 8 5 37
4 Corporate Engagement 8 5 5 4 5 8 35
5 Better Communication Results 8 3 6 5 6 6 34
6 Young PR 7 5 6 5 5 6 34
7 Small Business Branding 7 3 0 8 7 8 33
8 Get Shouty 8 5 7 5 4 4 33
9 Personlize Media 8 5 4 4 4 5 30
10 Brand DNA 6 4 6 5 5 4 30
11 PR Disasters 7 5 4 4 4 5 29
12 Ettf.net 6 5 5 4 4 3 27
13 1+1=3 5 3 5 4 5 5 27
14 Business of Marketing & Branding 6 5 6 4 4 1 26
15 Media Hunter 7 2 6 4 3 3 25
16 Australian SEO Blog 4 4 5 4 6 1 24
17 Wide Open Spaces 8 5 4 3 3 1 24
18 The Marketer 7 3 6 4 3 0 23
19 Three Billion 6 4 0 4 4 5 23
20 Innovation Feeder 6 5 3 3 3 2 22
21 Campaign Brief Blog 6 4 0 3 5 3 21
22 Eicolab 7 5 2 3 3 0 20
23 Adspace-Pioneers 7 3 3 3 2 2 20
24 Publicity Queen 8 4 1 1 2 3 19
25 Filtered 6 4 0 2 3 3 18
26 Marketing Easy 6 3 0 3 5 1 18
27 Hothouse 6 4 1 2 4 1 18
28 Mark Neely’s Blog – 3rd Horizon 7 3 2 2 3 0 17
29 Lexy Klain 7 3 1 3 2 1 17
30 Peter Sheahan Live 6 4 0 1 4 2 17
31 In my atmosphere 6 4 0 3 2 1 16
32 Elbow Grease 4 4 0 3 2 3 16
33 Falkayn 5 4 2 0 2 1 14
34 Pigs Don’t Fly 6 4 1 1 2 0 14
35 Diffusion 7 4 0 1 1 1 14
36 Australian Small Business 6 3 0 0 4 0 13
37 The Jason Recliner 4 4 1 2 1 1 13
38 The Wayfarer 7 3 0 1 1 1 13
39 Adnotes 6 3 1 1 2 0 13
40 Ryan’s View 6 4 0 2 1 0 13
41 B&T 7 4 0 1 1 0 13
42 Zero Budget Marketing Ideas 6 3 1 1 1 0 12
43 Blackwatch 5 3 0 0 0 3 11
44 Fresh Chat 5 2 1 1 1 1 11
45 Latin Ocean 5 2 1 1 1 1 11
46 Arrow Internet SEO 7 2 0 0 1 1 11
47 The Sticky Report 7 0 1 2 0 0 10
48 Naked Communications-The Flasher 8 0 0 1 0 1 10
49 Pixel Paddock 5 1 0 1 0 1 8
50 Send up a larger room 7 0 0 1 0 0 8