A must-know tip for Apple Keynote users (corrupted file recovery

I had a problem with a Keynote file: while trying to reopen that file, after normally saving and closing it, Keynote told me it was not recognized as Keynote file.

Not recognized!??! 

It was a 40 page document on which I spent something like 7 days… I was desperate!

Then I found this topic… 


Here's the salvation!

1. Don't mess with original files - make a copy. Just in case.
2. You rename your broken FILENAME.key to FILENAME.zip. Finder will ask you whether you're sure enough on renaming the file.
3. Unzip the FILENAME.zip into separate folder to get folder named FILENAME.
4. You may spend some time exploring it - you will find all embedded pictures, videos and a PDF of your presentation inside, but all that is done just to clarify your curiosity without any practical reason.
5. Now you have to rename your folder FILENAME to FILENAME.key and here comes Finder again asking you. Do it. Your folder turns into the file FILENAME.key.

6. Now you can open it in Keynote, as if nothing happened.

It works!! 

Why I'm not using (yet) safari. (while waiting for tonight)

I think that Safari is the fastest browser on Mac and above all it is more integrated with OSX core. Probably because it is the only one on 64 bit, or maybe because is OSX native, I don't know, but the result is that managing many tabs on Firefox causes my computer going out of memory (is frequent to have more than 800MB of RAM used by Firefox).

On the contrary Safari is really faster, but it has 2 major problem.

1. I don't like mad personalizations, but tools like the dig toolbar or firebug  are really useful! I really miss extra toolbar on Safari.

2. Managing login & password. Is not clear where is the line between usability and privacy, but Firefox manages cookie and autocomplete really better than Safari, where I have to re populate every time!

the future of Twitter

thanks @loic, I agree on many points on your post, but the real question is "when"

I love Twitter because in my opinion is the most important example of crowd sourcing and collaboration ( http://www.andreadenaro.com/the-real-nature-of-... )

I just believe that the model will dramatically change really soon. The problem of Twitter is this: the more success it has, the less useful it is!

Following to many people is un-useful and being followed by too many generic people, is un-useful too. On one hand it's important that many people come in Twitter, but on the other it has been designed for small groups. If all the people on the web would register, you would just have the entire Web by itself. 

And then you would need back Google!!!

We are just a the beginning of the Real Time Web and Twitter it is just the first player.

PS: I totally agree on how Twitter will influence languages and behaviors. In Italy, where SMS have been a massive tool for years, also before many innovations (like the way to send more160 chars).

The real nature of Twitter between collaboration and crowdsourcing

This is a translation, for my English speaking friends, of a previous post written in Italian.

We everybody speak a lot about Twitter, often thinking it as a generic social media and many of us, that doesn't know it, mistake it as a sort of Facebook, especially here in Italy.

After have been using it for about one year, my ideas about this platform, that still be in continuos evolution, are clearer.

The first word that comes into my mind is Crowdsourcing: the super major part of Twitter's useful contents are web page recommendations (it's not a case that the most followed accounts seems to be a sort of press release service). It's the People of the Web that sound and narrate the bottom of the Web. It's the perfect antithesis of Google: Twitter is push, Google pull; the first one strikingly take you to the real world, the second is purely virtual; Twitter brings out the value of the People and cannot exist without them, Google try to replace human efforts interpreting and prevent their needs. Is the web 1.0 vs 2.0 (or maybe 2.0 vs 3.0?)

May I'm mad, but I found incredible how, after 10 years spent trying to invent the most intelligent search engines, we are back to the anthill model, where a lot of small ants do their job making efficient the Environment.   

I follow 400 people every day. They are a lot of small (great!) surfers that sound the bottom of the Web for me, looking for the most interesting contents. Since when I use Twitter, I'm not joking, I learned a lot of really useful thinks, read very interesting articles and developed an ablosultely more complete vision of the whole world. 

A sort of collective and common intelligence and knowledge.

The concept of Collaboration has also another consequences: for example it introduces a different social economy, newly based on barter (I give you extra-value information if you follow me, increasing the value of myself within the Community).

To complete this vision I suggest you two book (quite famous) that now, in Twitter era, are relly more tangible and actual:

Now the next point is to understand the real value of knowledge in this world, where in just few minutes you can discover everything you need. Knowledge has become a commodity, accessible by everybody in every moment. So the power is not to know, is to know how to use.

Wins who is able to quickly create and recreate schemas that combine informations, trying to create new ones not used before.

Andrea Denaro

Vodafone USB modem K3760 and OSX Snow Leopard: finally it works!

English users please read here how to do.

Per prima cosa scaricare l'ultima versione del software Vodafone (qui la lista di tutti i modem, invece qui il link diretto al K3760) che tra l'altro permette anche di inviare sms.

Potrebbero uscire degli errori, ma non sono importanti e potete ignorarli accettando. A questo punto bisogna riavviare il computer.

Fatto questo sono andato a scaricare i driver specifici aggiornati del modem http://www.option.com/en/support/software-download/. Per scaricare è necessario indicare il codice IMEI che si trova nascosto al di sotto della SIM card: è necessario quindi aprire la chiavetta, estrarre la SIM ed a quel punto si legge il codice IMEI (un quindicina di numeri).

A questo punto ho riavviato una seconda volta il computer.

Al riavvio magicamente tutto a ripreso a funzionare!

(Re)thinking on advertising agencies business model

During the past decades biggest agencies spent huge amounts of money in creating local point of presence for each of their brand, replicating time by time the same model based on creativity and production.

Holding more than one brand, works good to let them to have more possibility to win some bid, or work with more than one client in the same industry. On the other hand, the money is strictly and clearly hold by their media center and local managers are day by day less free and more involved in corporate practices.

That model worked good, but until today; for two main reasons: 

1. it is really expensive: you have to hire great professional in any country, you cant really share you experience between experts and teams, etc... 

2. It doesn't take any advantages by the Network.

In this, old, model agencies are not working globally and in my opinion, in the digital era, it must be dramatically rethought.

The idea comes to me while thinking on how could dnsee evolve to the next stage, to 2.0! We are Web's evangelists, we are always promoting the advantages of being connected, but we still hire tens of people here in Rome, we are not able to really outsource the job and we don't take any real benefit of being in 2009!

First of all media consumption is dramatically changing (not yet really changed, it still changing! Think mobile): media planning  is becoming strategic and deeply involved with IT capabilities, social behaviors and experience engagement. Is not buying a 30" during the Super Bowl for the biggest audience, is to create relationship with the biggest amount of users.    

At the top are strategic directors (not creative): those people are so hard to find (and the human interaction paradigm so similar within industries) that it make no sense to try to replicate it locally. You must have a few groups located in strategic cities who are able to share their knowledges within the company, creating an own culture and get real value on that share: it is the exactly opposite of the creative couple. Those team are the heart of the agencies' business for the next decades: to clearly understand what I mean think about R&D for big corporates. They create expertise, they innovate, they go beyond. They can do the difference and it is impossible to replicate tens of times. This is the only added value that a big agency can give to his clients and is the only field in which size (and money) could make the difference.

Yes, the two main keywords are experience and engagement. That given, creativity and technology are just a commodities. The biggest part of agencies business is death: media, creativity and production. As I live in a flat world, I want to pay the best price for the best service. Once upon a time I used to say: good, fast and cheap, just two. Not today. Our life wants good, cheap and fast. And the digital environment make it possible. 

I was saying that nowadays Creativity is just a commodity: if I want the best 30" ad, I am able to buy from the best creative team in that moment for that product. And not always the best idea comes from the most expensive guru!  Technology is a commodity too: we are not required to have the breaking technology, we must be able to dominate the most diffused standards and devices. I'm not saying to fire every art director your agency, I'm just saying that we cannot base our business on that guys, but buy those services from the best offering, internal or external.

The key, in this new model, is the process. It must be totally redesigned to be 100% plug&play, where what you plug in are external and internal services and expertise. You must be able to plug in the best creativity or technology or any other service at the right moment and in the right place without impacting on the project. 

The World goes fast, good agencies must be faster. In this vision agencies become more similar to consulting firms, at the top of a global and multidisciplinary projects. Globally they hold the project, managed by accounts that are like project managers and have the skill needed to manage complex problems. 

What locally they must have is the distribution: a few and really efficient people able to quickly distribute ideas, media and programs to local markets.

Then comes knowledge management: it is absolutely fundamental to share experience, expertise and works. On the contrary what I see is competition between local offices; this is completely wrong. Those big conglomerate of brands and office are not building cultures, they are just selling content to fill super expensive ad spaces. They should invest their money on building a social environment in which each hour spent on any project, must add value to the whole. It is to evolve, not to re-invent (the same think, every time, in every place).

This model cuts dramatically costs and gives a great efficiency to the system in its totality.  

On the other side, what the market will still need are super specialized shops that must remains agile and smart to quickly readapt themselves  to market adjustment. 

Some years ago Seth Godin introduced a very nice idea for the new marketing era: marketing must be in the product, not based on. Well, that was a good insight. But today the scenario maybe is clearer and we are required to create marketing products, not just campaigns. 

So the new era brings new specializations:

  • social media (really related to Sociology more than pure Marketing)
  • user experience 
  • content architectures 
  • Cloud specialists

and so on... 

I love how some companies seems to ride those new waves: IdeoRazorfish and some other are building their business on new personal ad singular culture. 

On the next post I'll go on explaining how local and independent agencies should approach the next decade. Subscribe this blog to be updated or follow me on Twitter

Twitter business model (my suggestion)

For some website, as TechCrunch, Twitter as become the second-largest source of outside traffic, behind Google.

 That's show the power of Twitter; in June Twitter.com attracted more than 45M people, but in my opinion most of the users gain access to its services via other software and sites.

 Every analist in the world is asking if Twitter will be the next Google (a lot of money) or the Netscape, which defined a new standard but was not able to make money.

 It's a risky business because many services are offering the same, maby better, serivices than Twitter (FriendFeed, Facebook, etc).

 But Twitter is cool.

 When I pubblish a link on my Twitter feed a noticed that the click rate depends by "when" I post and "what" I post. As Twitter is a stream, my suggestion is to apply an Adv hybrid model: scheduled as the TV is and focused like adsense.

 The advertiser should be able to buy sponsored messages depending on time (when it goes live) and trageted users (not just basing on interested, but also number of followers and following people)


 Andrea Denaro

 Sent by iPhone