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

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