NOTES
INTRODUCTION
1. Lenhart, Amanda, “Adults and Social Network Websites,” Pew Internet &
American Life Project, January 14, 2009.
2. comScore, “Social Networking Explodes Worldwide as Sites Increase Their Focus
on Cultural Relevance,” August 12, 2008,
http://www.comscore.com/Press_Events/Press_Releases/2008/08/Social_Networking
_World_Wide.
3. Based on projections extrapolated from Stefan Swanepoel, Inman News, “Micro
Blogging Twitter Participation Rises Sharply,” December 29, 2008,
http://www.inman.com/community/groups/real-estate-bloggers/2008/12/29/micro-
blogging-twitter-participation-rises-sharply.
4. Statistics from Nielsen Online, per Reuters, “Twitter Users Don’t Stick Around,”
April 29, 2009, http://www.stuff.co.nz/technology/2372601/Twitter-users-don-t-
stick-around.
5. John Horrian, “Mobile Access to Data and Information, Pew Internet & American
Life Project, March 5, 2008, http://www.pewinternet.org/Reports/2008/Mobile-
Access-to-Data-and-Information.aspx.
6. Miller, Claire Cain, “Who’s Driving Twitter’s Popularity? Not Teens,” New York
Times, August 25, 2009,
http://www.nytimes.com/2009/08/26/technology/internet/26twitter.html.
7. Nielsen.com, “How Teens Use Media,” June 2009,
http://blog.nielsen.com/nielsenwire/reports/nielsen_howteensusemedia_june09.pdf.
8. Mary Madden, “Online Video,” Pew Internet & American Life Project, July 25, 2007,
http://www.pewinternet.org/~/media/Files/Reports/2007/PIP_Online_Video_2007.pdf.
9. Sydney Jones, Susannah Fox, “Generations Online,” Pew Internet & American Life
Project, January 28, 2009,
http://www.pewinternet.org/~/media//Files/Reports/2009/PIP_Generations_2009.pdf.
10. Dean Takahashi, “PC Gaming Hits $10.7 Billion in Revenues Worldwide,”
VentureBeat, August 19, 2008, http://venturebeat.com/2008/08/19/pc-gaming-hits-
107-billion-in-revenues-worldwide/.
11. Projections from Forrester Research,
http://www.forrester.com/Research/Document/Excerpt/0,7211,42463,00.html.
RULE #1
1. Lenhart, Amanda, Madden, Mary, Rankin Macgill, Alexandra, Smith, Aaron,
“Teens and Social Media,” Pew Internet & American Life Project, December 19,
2007, http://www.pewinternet.org/Reports/2007/Teens-and-Social-Media.aspx?r=1.
2. Guthrie, Marisa, “Redefining Beauty,” Broadcasting & Cable, January 21, 2008,
http://www.broadcastingcable.com/article/112070-Redefining_Beauty.php.
3. Guthrie, Marisa, “Redefining Beauty,” Broadcasting & Cable, January 21, 2008,
http://www.broadcastingcable.com/article/112070-Redefining_Beauty.php.
4. Waldron, Alex, “A Case Study in Integration: The Dove Campaign for Real
Beauty,” Marketing+MyMarketing, March 5, 2009,
http://www.marketingmag.com.au/case_studies/view/a-case-study-in-integration-the-
dove-campaign-for-real-beauty-1098.
5. UNEP DTIE SCP Branch: Communications, “Creative Gallery on Sustainability
Communications,”
http://www.unep.fr/scp/communications/ad/details.asp?id=51901&cat=9.
6. Guthrie, Marisa, “Redefining Beauty,” Broadcasting & Cable, January 21, 2008,
http://www.broadcastingcable.com/article/112070-Redefining_Beauty.php.
7. Captured in video at the Cable Television and Marketing (CTAM) conference and
shown by Antonio Neves, in “Scion’s Marketing Story: As You’ve Never Heard It
Before,” on 3 Minute Ad Age, November 20, 2008,
http://adage.com/video/article?article_id=132729.
8. Sullivan, Laurie, “Toyota Expands Scion Lineup in Gaia Online,” Marketing Daily,
January 28, 2008, http://www.mediapost.com/publications/index.cfm?fa=Articles.
showArticle&art_aid=75140.
9. BlogHer Advertising Information,
http://www.blogher.com/files/BlogHerAdvertisingInformation.pdf.
10. Byron, Ellen, “The New Odd Couple: Google, P&G Swap Workers to Spur
Innovation,” Wall Street Journal, November 28, 2008,
http://online.wsj.com/article/SB122705787917439625.html.
11. Itzkoff, Dave, “Every Network That Rises Must Converge,” New York Times,
August 28, 2005,
http://www.nytimes.com/2005/08/28/arts/television/28itzk.html?pagewanted=all.
12. Nielsen figures cited by Randall Stross in “Why Television Still Shines in a
World of Screens,” New York Times, February 3, 2009, http://www.nytimes.com/
2009/02/08/business/worldbusiness/08iht-08digi.20007725.html.
13. Car, David, “As TV Dwindles, It Still Leads,” New York Times, May 25, 2009,
http://www.nytimes.com/2009/05/25/business/media/25carr.html.
14. Wentz, Laurel, “Forsman & Bodenfors Snares Media Grand Prix,” Advertising Age,
June 17, 2008, http://adage.com/cannes08/ article?article_id=127803 (login required).
15. Advertising Age, “Forget Buzz and Focus on the Biz, Says Pontiac Exec,”
February 12, 2007, http://goliath.ecnext.com/coms2/gi_0199-6288547/Forget-buzz-
and-focus-on.html.
264
NOTES
16. Nick Brian, shown on video by Antonio Neves in “Brand Building Must Give
Way to Hard Sell During Recession,” 3 Minute Ad Age, November 26, 2008,
http://www.youtube.com/watch?v=KraUsY4WzHY.
RULE #2
1. CreativityWorks08, “HBO Voyeur,” http://www.dandad.org/inspiration/creativity-
works/08/hbo.html.
2. USA Today, “Interactive Campaigns Build Buzz with Fun,” January 18, 2007, and
CareerBuilder.com, January 23, 2007, http://www.mushygushy.com/factsheet.
3. Sachoff, Mike, “CareerBuilder takes Monk-E-Mail Mobile, Web Pro News,
October 24, 2007, http://www.webpronews.com/topnews/2007/10/24/careerbuilder-
takes-monk-e-mail-mobile.
4. Campaign Brief, “Saatchi & Saatchi Sydney Mobilises United Nations ‘Voices’
Campaign,” March 10, 2008, http://www.campaignbrief.com/2008/03/saatchi-
saatchi-sydney-mobilis.html.
5. Communication Arts, “Advertising Annual 2008,”
http://www.commarts.com/SearchOn.aspx?page=1&col=683&inum=365&pj=14830&
m=27872 (login required); and YouTube figures,
http://www.youtube.com/watch?v=mMOPj6-4nDU&feature=related.
6. Morrissey, Brian, “R/GA: Digital AOY 2008,” ADWEEK, February 16, 2009,
http://www.adweek.com/aw/content_display/news/agency/e3i4e22c70790e72ba29f89
bbd5a5739866?pn=1.
7. Morrissey, Brian, “Apps: The Newest Brand Graveyard,” ADWEEK, December 8,
2008, http://www.adweek.com/aw/content_display/news/digital/e3ie8946cda1b3f6da
290f925a3e6422b93.
8. eMarketer, “US Web Widget and Application Advertising Spending, 2007 &
2008,” http://www.marketingcharts.com/interactive/widgets-to-wiggle-into-budgets-
40mm-worth-in-2008-3877/emarketer-widget-app-ad-spend-2007-2008jpg/.
9. Morrissey, Brian, “Apps: The Newest Brand Graveyard,” ADWEEK, December 8,
2008, http://www.adweek.com/aw/content_display/news/digital/e3ie8946cda1b3f6da
290f925a3e6422b93.
RULE #3
1. Stross, Randall, “Advertisers Face Hurdles on Social Networking Sites,” New York T imes,
December 13, 2008, http://www.nytimes.com/2008/12/14/business/media/14digi.html.
2. eMarketer, “US Social Network Ad Spending Growth Lowered,” December 10,
2008, http://www.emarketer.com/Article.aspx?id=1006799.
3. The Luxury Institute, “Six in 10 Wealthy Consumers Online Use Social
Networks,” April 3, 2007, http://www.marketingcharts.com/interactive/six-in-10-
wealthy-consumers-online-use-social-networks-3810/.
4. Hall, Emma, “How to Get the Most out of Social Networks and Not Annoy
Users,” Advertising Age, April 27, 2009,
http://adage.com/digital/article?article_id=136233 (login required).
NOTES
265

Get The On-Demand Brand: 10 Rules for Digital Marketing Success in an Anytime, Everywhere World now with the O’Reilly learning platform.

O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.