By Les Kollegian

I know it’s not totally new but I still have to say how incredible it is to be on the internet while flying across the country. I have been working with the internet as a designer, creative director and developer since 1996 and never did I think I would see this day and frankly it wasn’t a day too soon. Sure, I admit I don’t have the forward thinking prowess of Tim Berners-Lee (and if you don’t know who he is, look him up!), but my guess is he probably didn’t see this level of connectivity coming either. I will say however that his vision of a Semantic Web (the concept of machines linking to machines creating transactions and links between people and computers) is certainly moving toward fruition with new Mobile Internet Devices (MID’s) and technology moving so fast that even us industry folk can barely keep up with it.

Okay…so why am I bringing this up (other than I just feel like posting something on our Web site while on a plane)? On the way up, while my electronics were inconveniently turned off, I decided to read an article by Jonathan Minder in the Rady Business Journal called “What is Web 3.0?”. He did a great job of breaking down Web 3.0 and what it means to marketing, cloud computing, mobile, privacy, search, operations impact and more. As well, he mentioned how different people argue alternate visions of what Web 3.0 really is. I figured I might as well throw in my 2 cents, so here goes…

The “new” Web is about open and personalized communication. As I type this blog on my iPad with apps that I just used like flight tracker (very cool) to find my gate, arrival and departure info that is updated in real time. I also checked my email, updated appointments on Google calendar, and check out site metrics for our clients and my company using an app called Analytics HD (also very cool), It is reiterated that this content is dynamic and personally delivered to me. Yes…in this case via a mobile Internet device. Now, this is where I agree very much with Mr. Minder in that many businesses are not placing enough importance and priority on mobile usability and content delivery. Believe it or not, we are still educating our smaller business clients on the importance of a blog and SEO. Businesses and marketers need to deliver relevant content, personalized information and communicate to consumers through minimized and quick interactions.

Here are some quick thoughts for our current and prospective clients on what they should be thinking about as they develop or enhance their online presence.

1. Start making your Websites content mobile accessible: If you are currently using Flash, consider adding javascript/JQuery alternatives to ensure your site can be viewed on any mobile Internet devices. There is simple code that can be installed on any site to recognize the type of browser or device a site is currently being viewed, and then deliver the appropriate content.

2. Make your Website mobile friendly: Believe it or not, applying mobile usability design to your Website will not only help consumers on mobile devices access information and complete transactions quickly, but it will also make your Website more usable as well. Keep in mind that Web 3.0 is about many things but mainly it is about open, simple, and personalized transactions and communication. Keep it simple and eliminate clicks so users can solve tasks quickly and get on with their daily business.

3. Deliver great content: Website owners are always surprised when they aren’t increasing their member retention and repeat visits. Don’t be surprised…just deliver content that will keep people coming back. The 1995 mentality of if you build it they will come is long gone. Content is king and not only for site “stickiness” but also for SEO. Next to link building, it’s the only way to really jump up in the search engine results pages (SERPs).

4. Think mobile marketing: 1 to 1 marketing has hit a new level of perfection with the advent of MIDs and the ease of these products use and entry into the market. We can now target individuals in new ways we have not thought imaginable. If you’re not ready to develop specific mobile apps (See my article titled iPhones, Droids, iPads, and Apps:) then at least consider working with mobile social media marketing tools like Foursquare and GoWalla to market your business direct to consumers. Trust me, social media is still in its infancy and will only become more viral and effective in the coming years.

The bottom line with Web 3.0 and its impact on marketing and creating revenue for your business is that we (businesses) now have the opportunity to directly connect with consumers to create successful interactions online. The internet and internet access has come a long way (as shown by this high flying blog) and businesses need to keep up with technology to make the most of their marketing dollars.

On August 16, 1960, years before man had walked on the moon, Colonel Joseph Kittinger of the United States Air Force ventured higher into the atmosphere and saw the world like no human had ever before. When the Gondola (carried by a helium balloon named Excelsior) arrived at 102,800 feet Joe did something simply astonishing that day, he jumped. Plummeting for 4 minutes and 36 seconds and reaching speeds up to 614 miles per hour he fell back to earth before opening his parachute at 18,000 feet. His leap awarded him numerous (and still unbroken) United States Air Force Records, including highest ascent in a balloon, highest parachute jump and the fastest speed by a human through the atmosphere.

Fast forward some 50 years later and leave it to Red Bull to re-open the history books in search of some legendary record just waiting to break it. With the help of Joseph Kittinger, Red Bull and Felix Baumgartner have been preparing for the last 3 years to eclipse the record Joe set 50 years ago. Red Bull’s creative design strategists make the extra effort to revive the wonder and awe of man’s first fascination with space, of free fall and of the unknown by bringing Joe Kittinger on board. It appears to me that this is an attempt to re-brand Joe’s legendary leap with extreme authenticity. What are your thoughts?

Fresh off a Grand Prix win in Film from Cannes this past week for the Old Spice spot we posted on back in March, the creative design firm at Weiden and Kennedy released a follow up online this morning. Back as “The Man Your Man Could Smell Like,” former pro football player Isaiah Mustafa returns to “Question” women about the way their men look and smell. Although more CGI driven then the initial spot, the writers at Weiden and Kennedy’s Portland office keep the dialogue as entertaining as ever. Regardless of what the critics say, this new commercial screams “Awesomeness,” and has definitely convinced me to switch from my regular body wash to Old Spice brand. I mean, what do you have to lose besides a woman who may want her man to smell like the man her man could smell like, right?

A company’s core philosophy has the power to influence, inspire, and challenge employees on a daily basis. Nike, being the progressive company they are, employs an emergent strategy, “one that originates in the interaction of an organization with its environment.” Our CEO Les Kollegian and President Charlie Van Vechten both believe strongly in Nike’s philosophy not only because of the great success it has garnered Nike and their products, but also because of the continuous call to creativity and innovation it facilitates. In fact, Les often quotes the Nike core purpose “experiencing the emotion of winning and crushing your competition” when educating businesses on the importance of a business core purpose to develop the foundation of a brand promise and value proposition. Also, we’re not sure if Nike’s talented creative agency Weiden Kennedy was a part of developing these principles, but we wouldn’t be surprised. Anyway…I digress. Here are the 11 Nike Maxims.

1. “It is our nature to innovate.” The company sees innovation as one of its core organizational competencies.

2. “Nike is a company.”

3. “Nike is a brand.” The “swoosh” logo is instantly recognizable around the world. Nike sees this as the symbol of its global leadership. It will enter only those markets that it thinks it can dominate. It says: ‘lf we can’t lead it, we don’t need it.”

4. “Simplify and go.” Nike products have short life-cycles in terms both of technology and fashion. The company believes that making quick yet skilful decisions is key to its success. This aspect of Nike’s vision, together with the seventh maxim, is particularly powerful in articulating the company’s hugely successful use of emergent strategy.

5. “The consumer decides.” The company is keenly aware of the sophistication of its customers and it treats them as its key stakeholder.

6. “Be a sponge.” Employees at Nike are encouraged to be curious and open to new ideas, whatever their source.

7. “Evolve immediately.” Nike sees itself as being in perpetual motion–viewing change as a key source of innovation. This attitude can easily be observed in the wide range of products that Nike offers its consumers. It is another example of the company’s use of emergent strategy to good effect.

8. “Do the right thing.” Nike thinks of itself as a responsible global citizen, embracing the stakeholder view of corporate social responsibility. It encourages its people to be honest and transparent and to promote diversity and sustainability.

9. “Master the fundamentals.” All the innovation in the world is useless if you can’t put it into action. A crucial part of Nike’s success is its ability to refine its performance–the recent growth in profits suggests that it’s achieving this.

10. “We are on the offense–always.” To stay ahead in an extremely competitive environment, Nike urges its people to act like leaders in their field to achieve victory.

11. “Remember the Man.” The late Bill Bowerman is still held in high esteem throughout Nike, both for his understanding of athletes’ needs and for his innovative spirit. (Jerome Payne, www.cbsmoneywatch.com).”