We’ve been conditioned to think about destinations for our marketing activity. Our physical store, our website, our micro-site, our e-commerce site. Many ad dollars are spent on driving traffic to specific destinations, where we’re confronted with a very controlled experience designed to elicit specific reactions and build specific perceptions and associations. This has been especially [...]
Author Archive
December 11, 2011
7
Forget destinations. Your brand is everywhere and nowhere.
By Paul Adams in Marketing
December 11, 2011
6
Facebook and one-night stands
By Paul Adams in MarketingMany people ask me for tips on being successful on the Facebook platform. There are many answers to this question, but for the most part, people don’t need tactical tips, they need to change their whole approach. Over the past 50 years, the advertising industry has taught us to think about campaigns. One off efforts [...]
December 1, 2011
22
Why marketers misunderstand Facebook
By Paul Adams in AdvertisingWe are experiencing the sixth great communication transformation brought about by new technology. Each transformation dramatically changed our perception of our world, and each was initially misunderstood. With each transformation, people made the same mistake. They looked at the new medium, and applied their ways of working with existing media to the new medium. The first [...]
November 27, 2011
1
Why I speak in absolutes
By Paul Adams in Research MethodMore than once in the past I’ve been criticized for over-simplifying and over-generalizing research findings and for making bold claims that go beyond the scope of the research. But I’ve continued to do it, because I think when done correctly, it’s the best way to get people to act on the insight you generate. I’ve [...]
Tags: Thank You Economy
November 20, 2011
7
Why I wrote Grouped
By Paul Adams in BookGrouped is about to hit the shelves so I thought it timely to explain why I wrote the book. Some people may be surprised to learn that Grouped is a short book – roughly 160 pages. It should take no more than 2-3 hours to read. As anyone who needs to write for a living [...]
Tags: Grouped
October 26, 2011
6
Two recent appearances
By Paul Adams in UncategorizedRecently I participated in two events which are now consumable online. I was a guest on Tummelvision, an excellent podcast by Heather Gold, Deborah Schultz, & Kevin Marks! Our conversation starts about 22 minutes in – check it out here: http://tummelvision.tv/2011/08/19/tummelvision-77-paul-adams-on-google-facebook-and-social-circles/ I was also delighted to participate in UX Week, an excellent conference run by Adaptive Path. Here’s the video [...]
August 1, 2011
19
Draft Table of Contents for Grouped
By Paul Adams in UncategorizedHere is a draft outline of the Table of Contents for my new book Grouped. The sections are working titles – I’ll change them once I finish the content. They will read more like the first one i.e. a concluding statement. Any feedback on the content covered? What parts interest you the most and the [...]
July 12, 2011
192
Why I left Google. What happened to my book. What I work on at Facebook.
By Paul Adams in UncategorizedIn the last couple of weeks there has been plenty of speculation around: – Why I left Google – What happened to my book ‘Social Circles’ – What I’m working on at Facebook I never intended to write publicly about why I left Google, but it seems necessary to give people some facts that they [...]
July 3, 2011
41
This is just the beginning
By Paul Adams in SociabilityDisclaimer reminder: I currently work at Facebook and worked on Google+ up until the end of 2010. This post does not reflect anything I did at Google, or anything I’m doing at Facebook, and is simply my personal opinion about the state of the world. Since Google+ launched last week, many people have been asking [...]
June 23, 2011
16
Why negative comments are good for your brand
By Paul Adams in UncategorizedThe most important factor when trying to persuade consumers to purchase or tell their friends about your brand, is your perceived credibility. People need to know that you are authentic, that what you say is true, that you can be trusted. Research study after research study shows that perceived credibility will make or break a [...]
Tags: Advertising
