Andy on Twitter

  • Publicis prioritizing investment is super smart. Nothing to be gained from investing in Cannes. Way over priced ,
  • Cannes this year is both shallow and disappointing. Some ok content but overly commercial and no CMO agenda ,
  • Shares in Cannes Lions' owner fall as Publicis pulls out and WPP voices doubts ,
  • All marketing arcs lead to membership. @Cannes_Lions,
  • Sharing = currency of communications. The system (social media) carries the currency and enables transactions . @Cannes_Lions,
  • Better never stops @Cannes_Lions,
  • Love the power of great brands + great artists + great institutions being drawn together by the artist ,
  • Yup ,
  • Unification of Unilever marketing org means better control over assets - less duplication/volume and more localization @Cannes_Lions,
  • Keith makes a fair point on reach - is about reaching those you haven't reached. @Cannes_Lions,
  • Creativity is last source of competitive advantage. Maybe... ,
  • Unstereotyped ads perform 25% better. a convenient number? but just the same a powerful point if even 5% better. @keithweed,
  • Brand safety and suitability go hand in hand. Some progress made but way to go. @keithweed,
  • Time to tackle the bots. Rip the ad fraud out. No such thing as cheap media. @Cannes_Lions,
  • Must count 100% of pixels as a view. Not 50% and not less. Need for 3rd party verification @Cannes_Lions,
  • Connect

People Just Don’t Understand…

this whole blog thing according to a BW usability study:

  • No participant understood the mechanisms associated with RSS/subscribing to a blog – not even the minority familiar with the term “RSS.”
  • Few participants even recognized that they were on an actual blog – and once they did, had a very different reaction to the information presented.
  • A minority of participants understood how to navigate within the blog itself – with most being confused by areas for recent posts, categories, trackbacks and even the comments and archives functions.

Download the study if you’d like more. Their conclusion is:

broad comprehension is fairly far away – and better design and terminology are essential.  All those tested were optimistic about blogs following the test, with many expressing interest or enthusiasm for what had been a new experience.  However, few felt that the presentation of functionality and navigation was intuitive, and many wondered why more effort had not been put into education.

Oh what to do…

3 Responses

  1. By Heather Green on July 13th, 2005 at 6:54 am

    Heya Andy,

    Indeed, what to do….Guess it explains all those people who have probably been on blogs, but still say they don’t know what they are….

    Just one clarification, it wasn’t BusinessWeek’s usability study. It was a study done by Catalyst Design Group. We didn’t commission it. We just got pegged by it!

  2. By Marion Vermazen on July 17th, 2005 at 11:22 am

    This really resonates with me. Blogging has always been somewhat mysterious. I absolutely believe that the Cluetrain approach is unstoppable I don’t think blogging in its current form is the ultimate medium that will enable it. The enabling technology is still evolving. People I work with really understand the need to build community and have conversations with our users. They don’t really understand blogging. This is a conundrum to me.

  3. By women shoes on February 13th, 2006 at 11:08 pm

    The after blog function several years same with now E-MAIL, become the thing which individual might not lack.

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