Blogging vs. event marketing: 1-0 19:24 on Monday
Some time ago I defended the Dropping Knowledge project on a blog known for it’s witty cartoons. For a little background, Dropping Knowledge has been working on gathering thousands of questions from people around the world and bringing together 112 thinkers to sit down around a huge round table and answer the questions on video. The event took place in Berlin a week ago and the videos are now being transcribed and added to the site.
Anyway. The cynical Gapingvoid crowd were unanimous that this was a huge gathering of people “up their own ass”. I made the point that
Not everything has to start with humble geeks blogging away 3 years, hoping to make the a-list. Some things can be started with a big bang. How effective the “big bang” approach is, is debatable. For that I got slapped with a graph. As you can now see, Dropping Knowledge has momentarily risen from the bottom and even overcome the great a-list blog.
The massive event was created to “start a global discussion”, basically it was event marketing for the project. Now that the “big bang” event is over, we can start to look at the effectiveness of it. So how did DK do? As of today (Sep 18) Google News search finds 8 articles posted on or after the day of the event. Here’s a graph of how many blog posts contain “dropping Knowledge” per day for the last 90 days.
Not that many. For comparison, check out how many posts talk about “web 2.0″, for instance:
Or global warming:
My conclusion is that the cynic bloggers win. I wonder how much more widely known Dropping Knowledge would be now if they had spent the last few years blogging rather than preparing a huge show-off? If they had chosen a different way of marketing their vision?
Will Dropping Knowledge grow from here or drop back into obscurity, remains to be seen. But at least it will be remembered in the annual reports of Mercedes-Benz and the other noble sponsors.
[tags]dropping knowledge, event marketing[/tags]