Mike Stopforth often speaks of a concept called Guerilla Kindness. There's not much about it online though, so I thought I'd spark the conversation.

Guerilla Kindness is an ongoing strategic approach undertaken by a company to surprise and delight people in the hope of creating a great story associated with the experience to pass on to their peers, and hopefully mention online.

Examples:


  • Graham from Missing Link was sent a toy car by the call-centre agent at Outsurance when he crashed his car. He blogged about it, and many a reader of his blog (including me) was impressed by the remarkable courtesy and good humour displayed by the insurer.

 

  • Aston Martin gave Mike the keys to a DB9 for a day after he wrote an article mentioning the vehicle. He subsequently blogged the experience, the post was picked up by some major sites and over 50 000 people read it. As a result and I'm sure quite a few of those have grown their appreciation for the company and its cars (I have).

Execution:


  • An idea might be to organize a flashmob to clean up a really messy city street in an instant; paint an ugly building; plant a few hundred trees or organise fabulous suprises for random clients.

  • The idea is not to brand the act, nor to publicize it yourself.

  • Your intentions should be good, and hopefully someone will mention it of their own accord (that's how things work in the blogosphere and the world of Social Currency)

In other words it refers to random acts of kindness that are:


  • Creative

  • Unexpected, and

  • Personal

(Drink from the CUP of kindness :-p)

 

By the way, the more money you spend, the less it is trusted. Use some energy, thoughtfulness and time instead.

It's a fun idea. I'm already working on my company's Guerilla Kindess strategy for 2008.

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AuthorDave Duarte
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 Italian Sculptures photo by Glutter on Flickr.comSo many great ideas and visions don't achieve their potential, simply because they don't spread fast or far enough. It's such a pity that we don't spend a little more time designing a structure for our concepts to give them legs.

When Michaelangelo did the David sculpture, one of the most beautiful and enduring artworks of all time, he had to start with the right block of marble. The quality, size and colour had to be right before he even began. This is the vision part.

He then needed to remove all the excess marble on the block to reveal the form that he envisioned within it (what we know as the David). This is the design part.

When you have a great idea, first you need to find the right medium to communicate it with (whether a piece of marble, a business plan, or even a blog post). Then the art comes in revealing it's value in a way that's striking, memorable and spreadable.

As Antoine de Saint-Exupery said: "Perfection is not achieved when there is nothing left to add, but when there is nothing left to take away".
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AuthorDave Duarte
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AdMobI just saw that AdMob recently served its 5billionth mobile ad. Wow.

What was extra-interesting is that South Africa is their second largest market globally. 15% of their ad impressions are served here - close to 70million a month.

The publishers in AdMob’s network have been categorised into five primary content channels. Of the five channels, ‘Communities’ and ‘Downloads’ far outweigh ‘Portals’, ‘News and Information’, and ‘Entertainment’ in terms of traffic. The traffic breakdown by channel is:

1. Communities: 45 %
2. Downloads: 44%
3. Portals : 8%
4. Entertainment: 2%
5. News and Information: 1%

The most popular channel, Community, contains sites that have aggregated user content in some form or another. These mobile sites may include discussion groups, mobile page building services, forums, or even dating sites.

I might be stating the obvious, but the prevalence of Community and Downloads at the top of the list confirms that people are still far more interested in using their handsets to keep up with their friends than they are interested in consuming commercially produced content on the small screen.
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AuthorDave Duarte
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Real Estate marketingEstate Agency has been referred to as a “walled garden“, in other words an industry that is criticized as being based on asynchronous information between the agent and the buyers/sellers. Making money by getting in the way.

Many major online entities, such as Craigslist and EBay, thrive based on tearing down those walls - putting buyers in direct contact with sellers with full information. Property, however, is the biggest purchase most people will make, so most people would actually prefer to have a reputable, knowledgeable and experienced professional guide them through the process.

Property search sites like Ex-tate will clean up some market inefficiencies, but won’t replace the professional, human service and advice that a good broker offers. The brokers that do well, then, will be the ones who will combine the ability to filter and sort masses of information online and combine that with superb customer-service.

Michael Shvo, New York’s top estate agent, would agree: “Your average apartment buyer today isn’t in their sixties, they’re in their thirties.� Developers, he says, “want somebody who understands technology, not somebody who is just trying to understand how their e-mail works.� Shvo is reknowned for his obsessive dedication to supreme customer service - a good word in at the best schools for their kids, the best seats in the house to see the Knicks at Maddison Square, or flying cross-country for a face-to-face deal signing.

Zillow.com may be able to present a scientific price valuation on a property based on fantastic calculations, but it may not capture the subtle details which can affect the value of a property such as the comparable state of the fittings, a special fireplace or a fresh coat of paint.

The individual and their personality, character and reputation are significant in Nomadic Marketing. We can find very particular information about people online. IncredibleAgents is a site which seeks to identify the best agents in America. Then people seeking to buy a house can go directly to the agent, irrespective of the agency. Hence organisations, particularly those with a prominent salesforce, have the opportunity to create a remarkable marketing advantage based virtually on the quality of their people alone.

Whereas the internet initially threatened to depersonalise Real Estate Marketing, Web2.0 is providing the platform for more personal expression, and it is proving to enhance the human aspects of the trade. Speedy access to accurate information is becoming a hygeine factor, property brokers need to partner with technologies that can simplify this aspect of the business for them so that they can focus on what they’re good at – relationships.
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AuthorDave Duarte
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Image Courtesy of Yale Daily NewsThe issue of whether to allow employees access to social-media apps, Facebook in particular, is a growing concern in many companies. Bandwidth costs are soaring, and some people think it's affecting productivity. As someone quipped on the Nomadic Marketing course "Is it Social-Networking, or Social-NOTworking"!?

Of course, the people inside these companies probably don't appreciate their access to these sites being curtailed. I, for one, think these things enhance my productivity. But I'm obviously a bit strange.

Of course, someone has created a support group for these people, on Facebook, ironically.

The group, called "I hate IT departments who block MSN, MySpace & Facebook" could be big, but only if it's target membership can actually access it!

Anyway, some interesting commentary is coming from the group:
We have found a way to access the book at work - hee hee ..... www.logmein.com... basically download the free software to your pc at home - leave it running while at work - and you can access your pc from work and facebook ALL DAY .... WICKED!!!

An IT guy had this to say:
We (The IT Guy) is not the enemy we do as we are told and what security procedures we have to follow... But what the boss doesn't know wont hurt him!

And:
Make friends with the IT guys they have basically your office world at their finger tips...

Where there's a need, there's a Facebook group. What are your thoughts on this?
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AuthorDave Duarte
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