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<title><![CDATA[Articles by B.L. Ochman]]></title>
<link>http://adage.com/rss-author.php?id=505</link>
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<ttl>120</ttl>
<description><![CDATA[Articles by B.L. Ochman]]></description>
<item>
<title><![CDATA[Of Course Hyundai Knew Its Ad Would Offend -- Mountain Dew Too]]></title>
<link>http://adage.com/article/digitalnext/hyundai-knew-suicide-ad-offensive/241244/</link>
<description><![CDATA[





B.L. Ochman





I&#039;m getting tired of so many offensive ads showing up online that companies later apologize for, often claiming they neither knew about them nor approved them. I don&#039;t believe their apologies are sincere, and I wonder if you do.

I think Hyundai Europe -- and probably PepsiCo&#039;s Mountain Dew, Ford India and others that deny or]]></description>
<pubDate>Thu, 02 May 2013 13:50 EDT</pubDate>
<author>B.L. Ochman</author>
</item>
<item>
<title><![CDATA[QR Codes Are Dead, Trampled by Easier-to-Use Apps]]></title>
<link>http://adage.com/article/digitalnext/qr-codes-dead-toppled-easy-apps/240548/</link>
<description><![CDATA[








B.L. Ochman





I was an early proponent of QR Codes, but now I have to admit that they are history. Invisible ink and augmented-reality apps are replacing the clunky codes. The new technology is superior in that you don&#039;t have to take a picture of the code, which then records your contact information and sends you to a website, video or ]]></description>
<pubDate>Tue, 26 Mar 2013 10:30 EDT</pubDate>
<author>B.L. Ochman</author>
</item>
<item>
<title><![CDATA[There Are 181,000 Social Media 'Gurus,' 'Ninjas,' 'Masters,' and 'Mavens' on Twitter]]></title>
<link>http://adage.com/article/digitalnext/181-000-social-media-gurus-ninjas-masters-mavens-twitter/239026/</link>
<description><![CDATA[








B.L. Ochman






As a public service, I like to periodically check in on the number of  self-proclaimed social media "gurus," "ninjas," "masters" and "mavens" on Twitter. Why? Well, it seems like an important metric, an indicator of  something.



Whatever it means, this is  one indicator that  is  most definitely on the rise. In January ]]></description>
<pubDate>Mon, 07 Jan 2013 10:01 EST</pubDate>
<author>B.L. Ochman</author>
</item>
<item>
<title><![CDATA[Get Ready For a New Era of E-Commerce In 2013: Instant Gratification]]></title>
<link>http://adage.com/article/digitalnext/ready-a-era-e-commerce-2013-instant-gratification/238666/</link>
<description><![CDATA[








B.L. Ochman







In 2013, instant gratification--the last differentiator of  bricks and mortar stores--will take a well-funded hit from Shutl.com, a London-based firm that  promises to deliver online purchases within minutes of  sale, starting in New York and San Francisco.  





While shopping in one&#039;s pajamas clearly has its attractio]]></description>
<pubDate>Fri, 07 Dec 2012 09:18 EST</pubDate>
<author>B.L. Ochman</author>
</item>
<item>
<title><![CDATA[Chase Shows How Not to Manage an Online Charity Campaign]]></title>
<link>http://adage.com/article/digitalnext/chase-shows-manage-online-charity-campaign/237644/</link>
<description><![CDATA[








B.L. Ochman









JP Morgan Chase & Co.&#039;s 2012 Facebook-based Chase Community Giving Program began in 2009 as one of  the first corporate philanthropy efforts to try engaging with online audiences in social media. More than 1.5 million online votes helped 196 charities win a share of  $5 million in prizes awarded in the 2012 contest. 

]]></description>
<pubDate>Fri, 12 Oct 2012 09:56 EDT</pubDate>
<author>B.L. Ochman</author>
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<title><![CDATA[How BIC Could Have Avoided the 'BIC for Her' Social Debacle]]></title>
<link>http://adage.com/article/digitalnext/bic-avoided-bic-social-debacle/236905/</link>
<description><![CDATA[








B.L. Ochman






It&#039;s hard to imagine a firestorm around something as benign as a ballpoint pen, but BIC for Her has just joined the ranks of brands punked by social media.



 



Hundreds of women, and a few intrepid men, are having a wonderful time lambasting BIC on Amazon.com for its"thin barrel designed to fit a women&#039;s hand"  that "]]></description>
<pubDate>Wed, 29 Aug 2012 09:41 EDT</pubDate>
<author>B.L. Ochman</author>
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<item>
<title><![CDATA[Twelve Wild and Crazy Ways to Find a Job in a Tough Economy]]></title>
<link>http://adage.com/article/digitalnext/twelve-wild-crazy-ways-find-a-job-a-tough-economy/236294/</link>
<description><![CDATA[








B.L. Ochman








From making firms apply to hire them, to networking behavior that  &#039;s just this side of   stalking, frustrated job hunters in this tough economy are coming up with unusual, and sometimes wacky, ways to find jobs.  Do they work? Sometimes. Hint: showing up at the recruiter&#039;s gym is   creepy, not clever.





Here are so]]></description>
<pubDate>Wed, 25 Jul 2012 10:30 EDT</pubDate>
<author>B.L. Ochman</author>
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<title><![CDATA[Why Twitter Is a Better Brand Platform Than Facebook]]></title>
<link>http://adage.com/article/digitalnext/twitter-a-brand-platform-facebook/235115/</link>
<description><![CDATA[








B.L. Ochman





Back in 2007, I was practically tarred and feathered when I wrote a post giving reasons why marketers need to pay attention to Twitter.


Now that   Twitter is   six years old and has 140M+ active users, creating over one billion Tweets every three days, the platform is   more important than ever before. Here&#039;s what I thin]]></description>
<pubDate>Fri, 01 Jun 2012 10:36 EDT</pubDate>
<author>B.L. Ochman</author>
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<item>
<title><![CDATA[Doing It Wrong: 11 Boring Things GM Posted on Facebook]]></title>
<link>http://adage.com/article/digitalnext/wrong-11-boring-things-gm-posted-facebook/234848/</link>
<description><![CDATA[








B.L. Ochman





By now you know that    GM pulled its advertising from Facebook because their advertising doesn&#039;t work.  But the real issue is    that    GM doesn&#039;t get Facebook or social media, and they never did. 


Their Facebook page is    a sterling example of    a company that    wants to broadcast instead of    listen, ignore inste]]></description>
<pubDate>Fri, 18 May 2012 10:15 EDT</pubDate>
<author>B.L. Ochman</author>
</item>
<item>
<title><![CDATA[Why Creativity Isn't Free]]></title>
<link>http://adage.com/article/digitalnext/creativity-free/231610/</link>
<description><![CDATA[








B.L. Ochman





As a blogger, I get a lot of            bad PR pitches. I usually ignore them or write a snarky note to the publicist. But a pitch I got today struck a chord with me and I bet it will do the same to a lot of            creative people. The pitch began: "This application cost us $0 to develop and $0 in advertising costs, an]]></description>
<pubDate>Thu, 15 Dec 2011 15:02 EST</pubDate>
<author>B.L. Ochman</author>
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<title><![CDATA[PeekAnalytics: A New Way to Measure Twitter Influence]]></title>
<link>http://adage.com/article/digitalnext/peekanalytics-a-measure-twitter-influence/230877/</link>
<description><![CDATA[








B.L. Ochman





Despite all the money thrown at it, measuring social media influence has been a tenuous match of                art, science and the secret algorithm sauce of                each monitoring platform. 




That may be about to change, and not a moment too soon for agencies and brands who are very likely to be basing their b]]></description>
<pubDate>Tue, 08 Nov 2011 10:40 EST</pubDate>
<author>B.L. Ochman</author>
</item>
<item>
<title><![CDATA[No, QR Codes Aren't Dead. They're Just Used Badly]]></title>
<link>http://adage.com/article/digitalnext/qr-codes-dead-badly/230639/</link>
<description><![CDATA[








B.L. Ochman





It&#039;s a lot of                    fun to call things "dead," and plenty of                    people are saying that                    about QR codes.



But QR codes are very much alive as the stats below demonstrate. What really should die aren&#039;t QR codes but the dumb ways agencies and brands try to use them.



Here are]]></description>
<pubDate>Wed, 26 Oct 2011 14:27 EDT</pubDate>
<author>B.L. Ochman</author>
</item>
<item>
<title><![CDATA[Google+ Mania: Most Pundits Are Missing the Real Point]]></title>
<link>http://adage.com/article/digitalnext/google-mania-pundits-missing-real-point/228754/</link>
<description><![CDATA[








B.L. Ochman





Google+ is                                                              headed for 20 million members by                                                              this weekend, and, depending on who you talk to, it&#039;s either an epic success or an epic failure. But I think many of                                          ]]></description>
<pubDate>Fri, 15 Jul 2011 13:34 EDT</pubDate>
<author>B.L. Ochman</author>
</item>
<item>
<title><![CDATA[Fortune 50 to Consumers: Please Don't Call Us, Thanks]]></title>
<link>http://adage.com/article/digitalnext/fortune-50-consumers-call/228442/</link>
<description><![CDATA[








B.L. Ochman






I don&#039;t know about you, but when I have a question or problem with a company, I look for a phone number on their homepage.




Usually, that                                                                   requires digging down through several "contact us" links, and then sifting through the frustrating "don&#039;t bother us"]]></description>
<pubDate>Mon, 27 Jun 2011 13:10 EDT</pubDate>
<author>B.L. Ochman</author>
</item>
<item>
<title><![CDATA[Why Apple, Ford and Zappos Have All Invested in Branded Mobile Codes]]></title>
<link>http://adage.com/article/digitalnext/apple-ford-zappos-invested-branded-mobile-codes/227920/</link>
<description><![CDATA[








B.L. Ochman





Dell, Apple, Zappos, Google, Ford, Oprah, Jet Blue, ESPN, 1-800-Flowers, the Girl Scouts Coke, Good Morning America and The Chicago Bulls are among the companies in the forefront of                                                                     a mobile marketing trend most haven&#039;t even heard of                       ]]></description>
<pubDate>Fri, 03 Jun 2011 12:08 EDT</pubDate>
<author>B.L. Ochman</author>
</item>
<item>
<title><![CDATA[Unclaimed Facebook Pages Torment the Fortune 50]]></title>
<link>http://adage.com/article/digitalnext/unclaimed-facebook-pages-torment-fortune-50/227500/</link>
<description><![CDATA[








B.L. Ochman






This is                                                                     the second in a series of                                                                     posts examining how many of                                                                     the Fortune 50 have really evolved past the toe-in-the-wa]]></description>
<pubDate>Wed, 11 May 2011 14:45 EDT</pubDate>
<author>B.L. Ochman</author>
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<item>
<title><![CDATA[Most Fortune 50 Brands Still Hiding Their Social Media]]></title>
<link>http://adage.com/article/digitalnext/fortune-50-brands-hiding-social-media/149712/</link>
<description><![CDATA[



B.L. Ochman


Surely, as we head into the second quarter, the Fortune 50 -- if not all big companies -- are now at least involved in social media and want us to find them everywhere they have an online presence. 


 


Nuh-uh! Only 44% of the Fortune 50 have any social media icons on their home pages, and 60% hide their Twitter streams. Call In]]></description>
<pubDate>Fri, 01 Apr 2011 16:00 EDT</pubDate>
<author>B.L. Ochman</author>
</item>
<item>
<title><![CDATA[Social Media Kerfuffles Between Agencies and Brands? BFD!]]></title>
<link>http://adage.com/article/digitalnext/social-media-kerfuffles-agencies-brands-bfd/149557/</link>
<description><![CDATA[



B.L. Ochman

Recent social media kerfuffles between Groupon and CP&B, Chrysler and New Media Strategies, and Kenneth Cole&#039;s tweet about Cairo point to a deeper issue: Whom do you allow to represent your brand, and how do you train them?

 
The story of these controversies follows. But here are the lessons for both brands and agencies:





	Bef]]></description>
<pubDate>Thu, 24 Mar 2011 11:27 EDT</pubDate>
<author>B.L. Ochman</author>
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<item>
<title><![CDATA[In Defense of Social Media]]></title>
<link>http://adage.com/article/digitalnext/social-media-changed-balance-power/148284/</link>
<description><![CDATA[



B.L. Ochman


AdAge has been beating up on social media lately. Matt Creamer wrote last week that popularity doesn&#039;t lead to influence or sales. In the current issue, Rance Crain writes that "advertisers don&#039;t even know what the primary purpose of social media is supposed to be." Sorry, but that train -- and that protest -- left the station a l]]></description>
<pubDate>Wed, 19 Jan 2011 14:12 EST</pubDate>
<author>B.L. Ochman</author>
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<item>
<title><![CDATA[Study: Corporate America Embracing Mobile, But You'd Never Know It]]></title>
<link>http://adage.com/article/digitalnext/study-corporate-america-embracing-mobile/147684/</link>
<description><![CDATA[
 
 
 
 
B.L. Ochman 
 

Here&#039;s an odd problem: it turns out 62% of the Fortune 50 -- some of the biggest marketers on the planet -- are optimized in some way for mobile, be it with mobile websites, apps, payment systems, SMS/texting or QR codes, but you would never know it. That&#039;s because only 39% actually say anything about it. Seriously!





Th]]></description>
<pubDate>Wed, 15 Dec 2010 10:23 EST</pubDate>
<author>B.L. Ochman</author>
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<title><![CDATA[Facebook Community Pages Are a Confusing Mess. Time To Fix Them]]></title>
<link>http://adage.com/article/digitalnext/facebook-community-pages-a-confusing-mess-time-fix/147401/</link>
<description><![CDATA[



B.L. Ochman


Dear Facebook: You&#039;ve made a confusing mess with Community Pages.


If you want businesses to invest in creating Facebook Pages, and to make Facebook a strong part of their online marketing, you need to make the rules clear, and stop changing them every five minutes.



Dear Corporations: Bear with me: Community Pages are a compli]]></description>
<pubDate>Thu, 02 Dec 2010 11:13 EST</pubDate>
<author>B.L. Ochman</author>
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<title><![CDATA[How to Drink from the Media Firehose (Without Drowning)]]></title>
<link>http://adage.com/article/digitalnext/drink-media-firehose-drowning/146088/</link>
<description><![CDATA[



B.L. Ochman


The question I&#039;m asked the most is "how do you stay informed?" And indeed, keeping up with the flow of news and information that bombards us daily has become Sisyphean. Many people have given up, and their skills have very quickly become ]]></description>
<pubDate>Fri, 24 Sep 2010 13:39 EDT</pubDate>
<author>B.L. Ochman</author>
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<title><![CDATA[Report: Be Mobile or Be Dust]]></title>
<link>http://adage.com/article/digitalnext/report-mobile-dust/145643/</link>
<description><![CDATA[



B.L. Ochman



If you need another reason--53 reasons, actually -- to start taking mobile seriously, take a look at this report from Burson-Marsteller and Proof Integrated Communications (where I am managing director of emerging media) on the state of mobile. It has a title, but I like to call it "be mobile or be dust."



Here are the key take]]></description>
<pubDate>Tue, 31 Aug 2010 10:26 EDT</pubDate>
<author>B.L. Ochman</author>
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<title><![CDATA[NYC Garbage Trucks Take QR Codes Mainstream]]></title>
<link>http://adage.com/article/digitalnext/digital-marketing-garbage-trucks-qr-codes-mainstream/145221/</link>
<description><![CDATA[



B.L. Ochman



In Japan QR codes -- two-dimensional images containing encoded data -- are found on everything from business cards to kumquats. They are soon to be ubiquitous in the West in advertising and marketing, and in New York City garbage trucks are leading the way.


In mid-July, QR, or quick response, codes began appearing on the sides ]]></description>
<pubDate>Tue, 03 Aug 2010 10:20 EDT</pubDate>
<author>B.L. Ochman</author>
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<item>
<title><![CDATA[Mark Zuckerberg Did Not Take Your Privacy]]></title>
<link>http://adage.com/article/digitalnext/mark-zuckerberg-privacy/143909/</link>
<description><![CDATA[



B.L. Ochman

For the past two weeks, Facebook has been getting hammered for changing its privacy settings with Open Graph. Facebook&#039;s founder, Mark Zuckerberg, who said that privacy is no longer a social norm (he&#039;s right!), is being labeled a privacy villain, and most recently an untrustworthy sex addict (heh!).




Bloggers and Tweeters are ro]]></description>
<pubDate>Mon, 17 May 2010 13:00 EDT</pubDate>
<author>B.L. Ochman</author>
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<title><![CDATA[Why Promoted Tweets Will Change the Game for Advertisers]]></title>
<link>http://adage.com/article/digitalnext/promoted-tweets-change-game-advertisers/143412/</link>
<description><![CDATA[



B.L. Ochman


Promoted tweets, Twitter&#039;s long-awaited new ad platform, will be a certain game-changer for the advertising industry (and everyone else). The sea change is that ad agencies will have to give up their century-old practice of getting paid for media buys and giving the creative away for nothing. From now on, ideas rule.

Until now, M]]></description>
<pubDate>Thu, 22 Apr 2010 09:33 EDT</pubDate>
<author>B.L. Ochman</author>
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<item>
<title><![CDATA[How the Social Media Really Gets Made at Agencies]]></title>
<link>http://adage.com/article/digitalnext/social-media-made-agencies/143040/</link>
<description><![CDATA[



B.L. Ochman


Advertising, PR, and marketing agencies are rapidly waking up to the fact that they can no longer be competitive without including social and emerging media in the work they propose to clients.





But in many, if not most, agencies, social media is suffering from Slide 29 Syndrome.




That&#039;s when an account exec calls the digit]]></description>
<pubDate>Tue, 30 Mar 2010 10:09 EDT</pubDate>
<author>B.L. Ochman</author>
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<item>
<title><![CDATA[Five Reasons Companies Should Not Block Access to Social Networks]]></title>
<link>http://adage.com/article/digitalnext/reasons-block-access-social-networks/142701/</link>
<description><![CDATA[



B.L. Ochman



Last week, a client told me that they don&#039;t allow employees to access YouTube at work. "Do your employees carry cellphones?" I asked. The answer was yes, of course. Well then, most of them already have access to YouTube - right in their pockets. 

The fact is, resistance to social network access at work is futile.

The Economist,]]></description>
<pubDate>Tue, 09 Mar 2010 10:02 EST</pubDate>
<author>B.L. Ochman</author>
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<item>
<title><![CDATA[Two Questions Every Marketer Should Ask Its Social-Media Agency]]></title>
<link>http://adage.com/article/digitalnext/social-media-marketing-questions-agency/141077/</link>
<description><![CDATA[Major corporations are in a frenzy to get in on the social media revolution now that they&#039;re beginning to realize it&#039;s a sea change and not a fad.
But how can CMOs know whether to hire a big PR firm, an ad agency, an upstart digital shop, a consultant, or a combination of all these?

There are scores of blog posts suggesting that you need to ask si]]></description>
<pubDate>Mon, 14 Dec 2009 15:20 EST</pubDate>
<author>B.L. Ochman</author>
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<item>
<title><![CDATA[Ten Things Social Media Can't Do]]></title>
<link>http://adage.com/article/digitalnext/digital-marketing-ten-things-social-media/140128/</link>
<description><![CDATA[




B.L. Ochman
Amid the endless pronouncements about social media -- often shortened to "social" these days by consultants trying to sound like they know what they are talking about -- is the reality that social media is not a solution, or a sure bet.

Social media can&#039;t:

Substitute for marketing strategy. 
A Twitter campaign or a Facebook page ]]></description>
<pubDate>Mon, 02 Nov 2009 10:23 EST</pubDate>
<author>B.L. Ochman</author>
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