Open The Dialogue

As much as constant software updates are a pain, they’re essential in today’s digital world.  If you have a blog on the web and unless you use WordPress.com, TypePad, Tumblr, Posterous or the like – odds are you might have the nagging “update me!” notice hanging around every couple of weeks or months.

Earlier this week, WordPress announced a new security release of their popular publishing software that plugged a pretty serious hole:  one that would’ve allowed someone to gain administrator access pretty easily.  While minor software updates usually sit on the bottom of to-do lists around the web, a few of the more prominent voices were targets of attacks trying to gain access before they upgraded their blogs.

Paul Stamatiou was saved by some extra security plug-ins he has in place (ed note:  What were they?) while Robert Scoble’s blog was actually comprimised.  Robert’s logic for not updating right away is fair but “1/8th” is a risk I’ll take to make sure all of my public publishing systems are secure.

So, if you have some downtime this weekend, take a look around your web and make sure everything is up-to-date.  WordPress has automatic updating features and even if your server isn’t configured to handle that, the regular update process is easy as well.  If you’re in the agency world, the same goes for any client projects you work on as well.

Photo credit: CarbonNYC

About a month ago, I came across Nike’s new Skateboarding line, and have been paying attention to their progress since.  I’m clearly not their target audience, but I have to say, at first I was really surprised that Nike was making a move in this space.  I think I’m not alone in initially doubting Nike’s ability to gain credibility with this community.   Skateboarding has a culture all its own, and it doesn’t easily mesh with the flash of Lebron and Tiger.

So to launch their shoe line, they created Debacle – a free (for a month) HD video that features an great line of talent and is easy on the blatant product pushing.  The video was pretty great, and Nike was able to start generating buzz quickly and introduce themselves credibly.  They got lots of initial positive feedback and seemingly great initial results (Over 1,500 Facebook fans just for the video).

So what can we learn from Nike charting new territory?

1. Create Great Content.  In skateboarding, video is king – from homemade shots posted to YouTube, to big stars selling box sets – this content is a huge part of how the community interacts.  Nike jumped right in, using the right medium.
2. Give It Away.  The video was available free online to view and download.  It is now out on Blu-Ray in select stores.  Building on that, Nike is now running shoe give-aways through their main site.  This is all about getting more people to view content created some initial buzz.
3. Create Strong Partnerships.  Nike worked with an established community during the video shoot, that is young and fresh to help bring credibility and attention to the SM team.   They’ve also assembled a team of both pros and amateurs, so they can get immediate value and grow with a community over time.

Nike continues to build on this foundation, through the launch of their ads.  Probably most importantly- Nike has stayed consistent with their brand.  The ad played with their current reputation (Kobe Bryant has a great cameo) and maintained high quality, high value content.

It would have been very easy for Nike to come out trying too hard to be alternative and too-cool – to push too close to the RedBulls of the world.  But instead they were able to stay true to the brand, and judging by the comments on their social platforms, skateboarders are welcoming them into the fold.

(Image download available on http://nikeskateboarding.com)

• Robert Scoble talks about the implications of Facebook buying Friendfeed.  Really great insight as to how this affects Google and Twitter.
• Google testing update to their search engine, named Caffeine. The reviews are in and it’s fast but poses new challenges for SEO pros.
• Here are some great tips on how to convince your boss/CEO to start using Twitter.  Including the two minute Twitter intro video is a nice touch.