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Nike is set to release the Marty McFly Nikes sneaker, which is a great example of companies putting the SMM dimensions of Marketing Intelligence to use.

Nike decided to release the sneaker after the overwhelming support for the petition website McFly2015, according to the site

‘It's a grassroots movement to get Nike to make available to consumers the futuristic-looking sneakers seen in the 1989 movie Back to the Future Part 2.’

I think this will be the first in a number of examples of companies moving on Marketing Intelligence gathered through Social Media. Thanks to Gen Y Podcast for the scoop on the release.

Social Currency is a really important term that all marketers should be aware of.
Image via Age
Social Currency are the objects that makes us valuable to our friends.
Here are two examples of how brands have created social currency for their consumers.

Intangible Source: Who Weekly

Brands can act as sources of information that people can then use as social currency with their friends.
E.g Sharon reads Who Weekly
Sharon: Did you hear about Paris Hiltons new video that she was in?
Diane: No, please fill me in!
The information about Paris acts as social currency. As it is a piece of information that is valued by Diane.

Tangible Source – Nike Shoes

Anyone that knows me probably knows that I love Nike Air Max's. If I see you also wearing Air Max’s I will probably hold you in high esteem because they are seen as valuable object in my world. The Nike Air Max’s are acting as social currency.

Next week, I will be showing how brands can create social currency in the social media space.

A mutual goal of Zac and I. TED is a conference with a vision of having 'ideas worth spreading', it lecturers cover a broad range of topics from technology, entertainment and design. The presentations are available online. I always watch these presentations and leave with my jaw on the ground. I cannot wait till I can have that effect on a crowd. Some of my favourite so far have been;

Josh Klein on the Intelligence of Crows
John Lee Hacks a Wii remote for the greater good
Seth Godin What presentations slides looked like in 1995


2 points of interest.

1. What a great property for BMW to sponsor. However the only problem I have see is it is not a inimitable fit with the brand BMW. You could pretty much insert (insert Microsoft, Google, Ford or PWC) and there would still seem like a perfect fit with the brand. Does it matter that the sponsorship property does not have a sole fit with the brand? However I must say it is one of BMW’s smarter choices unlike the recent collaboration between BMW with Presets (David sums it up nicely).

2. With the rise in Presentations going online, what can presenters do to validate a audience member spending money to hear that person live when they can pick it up on Youtube the next day?


10 things I want to do in Marketing before I die

1. Work for Nike
2. Win a Gold Cannes

I will be adding to this list as I go.

1. Work for Nike
I want to be a part of making awesome pieces of art. Like this


And this


And this

I have been unable to write for the last few weeks because of the slow internet at hostels I have been staying at. However I did record a podcast with Peter Wagstaff on Marketing Today about some of the interesting advertising I have seen in South Africa and Argentina.

So click on the link and listen to the endless interruptions from doing an interview on a public phone on the streets of Buenos Aires.


Click here to listen to podcast

Here is a video of the Nike Barrio Bonito.