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Fear in business certainly isn’t restricted to advertising. Sometimes business arrogance ultimately leads to fear after mistakes are made. "If you stick with arrogant stupidity long enough, you start to lose sales, allies – you start to lose success. And things begin to fall apart. Then you get to cowardice."

This is explained more thoroughly in the clip above. Hayden also discusses some interesting innovations in advertising like

- Intelevision
- Bunkspeed
- Digital Influence

AdAge reported on the move, where Berndt leaves behind a powerful ad house to build a “lab for innovation” at Google, according to sources cited in the story.

It could be that Berndt will do for Google what Microsoft’s purchase of aQuantive did for the Redmond company. Microsoft ended up with the Avenue A/Razorfish ad agency as part of the deal, and they don’t seem like they want to give that up.

It isn’t a secret that Google has an interest in the entertainment industry, particularly the potential of landing lucrative ad deals. As we noted earlier in September, Google wants TV ad reps for its New York operations.

New York serves as the global center for the advertising business, the refrain of ‘Madison Avenue’ a long-time nod to that. Combine Google’s burgeoning communication network acquisitions in New York and elsewhere, their possession of 500,000 square feet of Manhattan office space, and Berndt’s hiring, and it’s easy to perceive a Google desire to offer in-house ad services eventually.

Ogilvy has previously worked with Cisco, IBM and SAP using blogs. The company will use the Technorati Conversational Marketing System to offer tools and strategies that will allow clients to syndicate content, participate in online conversation as well as build relationships with online communities that have a connection with their brands.

Ogilvy client Marianne Samenko, Director, VP, Brand Communications, Consumer Digital, Kodak, has expressed interest in Techorati’s services. “Technorati will help us understand what is going on in the blogosphere, which will be tremendously useful to our brand.”

The advantage Ogilvy clients will have by becoming involved in the blogosphere is the feedback they will receive concerning their products or services. Technorati VP of Marketing Derek Gordon compared it to a never-ending focus group.

“The voice of the customer is a vital and growing part of the marketing mix,” noted Carla Hendra, co-CEO of Ogilvy North America. “By partnering with Technorati, we can offer our clients an innovative engagement point with the Live Web. Key to this is defining measurable ways to integrate blogs and other citizen media on behalf of brands, and understanding how to listen and respond to the voice of each and every audience segment.”

While the partnership seems strong enough what will the blogosphere reaction be? As more marketers and companies move into the blogosphere will the original purpose of the blog be diminished?

On Ogilvy choosing to partner with Technorati Peter Hirshberg, Chairman and Chief marketing Officer at Technorati said, “Our Conversational Marketing System enables this game-changing method of audience engagement because we have a unique relationship with citizen publishers and our index of Live Web media is, frankly, unparalleled.”

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Mike is a staff writer for WebProNews. Visit WebProNews for the latest ebusiness news.

The topic was initially about Social Media Optimization, but more specifically about the role of marketing with social media in the enterprise and some good discussion about common questions that people are asking about the role of social media in this world. A few topics we cover in the interview are:

1. How is social media different from online forums and other longstanding discussion based sites?

2. What is SMO and why is it getting so popular?

3. What is the potential business value of marketing with social media?

4. How do you navigate the internal sales process required to sell in social media initiatives?

5. What are some big trends in social media for 2007?

Visit Tom’s site at www.talkingportraits.com to download the full podcast.

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Rohit Bhargava is the Vice President for Interactive Marketing with Ogilvy Public Relations Worldwide.

http://rohitbhargava.typepad.com

Discuss AD:TECH 04 in WebProWorld.

Reports from AD:TECH 04…

I was writing the Google post during her keynote, but talked with Carrie Thorpe, a product manager with Ogilvy, who gave me the lowdown on the address, and how she found it useful.

“Brand Love” was Allison’s buzz phrase, and to talk about this love she focused her speach on Ustories, a campaign that allows buyers of their new camera to post their own photos and – surprise – tell the stories that make the photos important.

User satisfaction for these cameras is higher than for any other product they sell and they attribute this to the Ustories campaign.

HP identifies four different types of user experience that they’re seeking to capture and publicize, and they know that there’s a specific way to get users to share.

The experience they seek to capture are:

life experience
brand experience
customer experience
product experience

The first type of experience they capture and foster is life experience. Life experience is the easiest sort of experience to capture from people as there are always customers who want to discuss their lives.

To create “Brand Love” you have to create a deep understanding of where the context where the brand exists. And that’s why you have to capture life experience first.

Everything else follows from that.

Another benefit to the Ustories or any experience-based campaign is that you can get a great idea of who your customers actually are. HP’s using this data to create more targeted ads.

User experience is driving HP campaigns (and building Brand Love) around the world, and they’re targetting African Americans, Hispanics, and Gays in the US using the same methods.

How is Carrie of Ogilvy going to use what she learned today? Well, she’s got a client who’s looking to try a campaign that doesn’t focus on price point. She’s going to use what she learned in this keynote as a case study for her client.

Carrie came to Ad:Tech to learn more about cross channel communication and new technologies. She even spent some time in Kentucky and knows some of our more obscure pronunciations such as “y’all” and “luavul.” Special thanks to Carrie for her help.

Garrett French is the editor of iEntry’s eBusiness channel. You can talk to him directly at WebProWorld, the eBusiness Community Forum.