Word of the day: Trenzy

Definition of Trenzy. When a person on Twitter goes on a update spree. Preferably in a angry tone directed against a topic/ company or individual.

Here is a theoretical example.
Lifehack
Why don't Nokia support updates for Mac usrs? 2 hours ago
I feel like I've been sent on a loop through all the Nokia pages on the web to sort it. No bloody xplanation. 45 min ago
Stupid Care center uses 3 days to update my phone??!! I cant live 3 dayz without my mobile!!!! 30 min ago
I will never by a Nokia phone again. Arrogant finish vodka drinking flock under MSFT control. Samsung here I come. 10 min ago

What to learn for a marketeer you say? There are 2 things actually.

First. Do you listen for actual Trenzies about your products or brand in social media? If not, you better start. Check out Twingly who can do both blog searches and Twitter searches.
Second. If you pick up the word Trenzy in your vocabulary I will have proven how easy spreading content in a connected world is.

A short but sweet Digg. If you want to check out my tweets follow the link in the upper left corner of this blog page.

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Meet the joker, Technology.

Too often marketeers are jumping onboard the bandwagon named New Technology when planning a campaign. The risk factor to fail in your communication increases dramatically because of this.
Technology is not a strategy. Technology is merely a tool to get the communication across. And way too often the message gets lost on the way.
General Electric (GE) launched a new campaign to talk about smart grids at this years SuperBowl. And they did so by inviting viewers to make a digital hologram on their campaign site. A digital hologram? I say, sounds like a splendid innovation. Indeed, but how many wants to print out a paper at home, turn on their webcam and blow into the mic to see a hologram of windmills? I'm sure there are thousands, me being one of them, but did the digital hologram make me smarter about the smart grid system? GE and their ad partners were at least clever enough to make sure that holograms were not key ingridient to enjoy the site. It was more a trigger of interest to come visit and test it if you chose so.



The other day I was pampered with messages from Fanta (in Oslo, Norway, mobile density +100%) being told to get my mobile out of my pocket and scan a so called QR Code to download Fanta movies. Great. The key message on the bus were:

"This is not a bus. This is a movie on wheels."

As the geek I am I jumped on the invitation, but the dissapointment of not getting the code to work frustrated me. When departing the bus, a similar ad was on display. I tried again. With no success this time around either. Later that day I entered a shopping mall and Fanta told me to turn on my Bluetooth to get the movies. Three times not a charm for Fanta I'm afraid.
I know my way around technology but this barrier was too high. They lost me. And the really sad part. They had nothing else to tell me apart from: Scan the code and get a shortfilm. When that didn't work I was left empty handed and disappointed. In a way I thought that Fanta at least had pulled attention towards the use of QR codes but if most people didn't get them to work, chances are small they will give it a second go at a later point.
I would like to point out that this is no critisism against Fanta as brand or their desire to be innovative. This is a general warning for all marketeers and ad men planning on using technology as a key ingridient in their communications. What impression is the audience left with if not working or takes so much attention that the actual messages is forgotten?
Never ever be fooled into letting the joker, Technology, take lead. Communication is still king. And I won't get fooled again.

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