LexeulNotes#08

27 février, 2009 Today’s Tabbloid INFOS PERSONNELLES lexeulnotes@free.fr LEXEUL NOTES LEXEUL NOTES Digital Overload Pourquoi une pub virale FÉV 25, 2009 01:56APRÈS-MIDI ressemble rarement à une pub... • We are programmed to be interrupted. We get an adrenalin jolt FÉV 24, 2009 11:38MATIN when orienting to new stimuli: Our body actually rewards us for paying attention to the new. So in this very fast-paced world, it’s • “Therefore, in order to become cultural commodities easy and tempting to always react to the new thing. But when we that can be made “producerly,” ads must sacrifice some live in a reactive way, we minimize our capacity to pursue goals. of their functional purpose. We don’t post and share clips just because of what we have to say about the ad, • Our society right now is filled with lovely distractions — we have so but also because of what it might have to say about us, much portable escapism and mediated fantasy — but that’s just one so the ad must be capable of users express something issue. The other is interruption — multitasking, the fragmentation beyond their affinity for the product it promotes. Only of thought and time. We’re living in highly interrupted ways. when commercials have enough ambiguity in meaning Studies show that information workers now switch tasks an that they give up control of their promotional function average of every three minutes throughout the day. Of course that’s can they develop the gaps and spaces to becomes what we have to do to live in this complicated world.Maggie producerly. When that happens, instead of giving Jackson meaning to a pair of sunglasses, the ad itself becomes a cultural commodity not unlike a pair of designer sunglasses that we can “wear.” Henry Jenkins LEXEUL NOTES L’impat du notebook sur la pub LEXEUL NOTES online iPhone App FÉV 25, 2009 10:55MATIN FÉV 24, 2009 11:33MATIN • There are a few implications for the industry anytime a new • “for free applications, only about 20 percent of users return to use medium enters the field. Netbooks don’t belong to their own the app the first day after they download it, and then it quickly medium per se, but belong to a subsection of Web media portals drops off from there. By 30 days out, less than 5 percent are using (somewhere between a laptop and a Web capable mobile phone). the app…So there is a very brief window of time to capture people’s They process more slowly, so flash banners won’t work as well. And attention and potential revenues.” their smaller screens will make the banners smaller in general. Slow processing also means Web videos won’t play as well. • Implications/strategy for branded apps moving forward: Furthermore, in order to keep cost down on these machines, many use Linux and other free software. Windows Vista is an option, but • 1. Add VALUE (utility, organization, efficiency, entertainment, it will suck up a lot of processing. What we’re saying is that the convenience, etc.) or it instantly becomes nothing. Netbook is not about excess; it’s the device for the green, economic • 2. Launch app 30 DAYS OR LESS BEFORE BIG EVENT (new consumer. Reaching consumers through this narrow portal will product launch, season premiere, box-office opening, etc…). require tact. • 3. CONTINUE THE CONVERSATION. Constantly add new content; weekly, monthly, daily…whatever. Giving users a reason to come back. • 4. Throw the app to bloggers PR style so they can spread it by WOM; their network. • 5. Maybe the app isn’t free? People may use it more if they have invested in it. Fallon Planning 1

Today’s Tabbloid INFOS PERSONNELLES lexeulnotes@free.fr 27 février, 2009 LEXEUL NOTES Why Twitter ? FÉV 24, 2009 10:51MATIN • “Twittering stems from a lack of identity. It’s a constant update of who you are, what you are, where you are. Nobody would Twitter if they had a strong sense of identity.” Times Online LEXEUL NOTES Design FÉV 23, 2009 09:41MATIN • “We consider our core activity to be mediating between, on one side, the best possible expressions of product design from all over the world and, on the other side, the final customer’s dreams….deep down, I feel that my activity as an artistic mediator in product design is not very different from the role of a museum director or even a filmmaker—putting together and organizing talents in different fields to get to a result, which is not a mass-produced product in the traditional sense, but a product that’s trying to speak to the masses in a new sense, like a well- made film” Alessandro Alessi Ce numéro contient les articles publiés du Fév 20, 2009 07:01matin au Fév 27, 2009 02:01matin. Pour modifier les paramètres, consultez le site http://www.tabbloid.com/22326.35672883 2

LexeulNotes#08

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