Comments on: Nickelodeon Makes its Content ‘Slippy’

By: iCarly Fan

iCarly Fan — Sun, 12 Apr 2009 02:06:55 +0000

iCarly’s success is proof that Nick is on the right track. They have embraced the new technology and their viewers’ use of it. This is what has pushed them to be successful. They are now the most watched cable TV show by kids.

By: Valeria Maltoni

Valeria Maltoni — Fri, 15 Feb 2008 12:43:11 +0000

@Brendan – I would be curious to read examples of “sticky” strategies in new media as well.
@Brent – there are plenty of things designed with the intent of being sticky. The point of the post was to draw a conceptual line between top-down, we control what is used/done and how, and willingness to accept what users and customers like and let them execute that. Thank you for joining the conversation.

By: Brent P. Newhall

Brent P. Newhall — Fri, 15 Feb 2008 03:22:37 +0000

Thanks for the clarifications, Brendan!
Can you provide some examples of “sticky” strategies that work in new media? I’m sure there are some; I just can’t think of any off the top of my head.

By: Brendan J

Brendan J — Tue, 12 Feb 2008 04:00:57 +0000

Hi Valeria
Thanks for your reply and clarification.
As you suggested and subsequently provided, some details as to how Nickelodeon were innovating with “slippy” content were needed to add context to the argument for the end of “sticky”.
I think it’s great that Nickelodeon is allowing kids to use its content in and amongst their own. And I encourage more companies to allow for these type of “slippy” mashups – either offline, online, or both – if it adds value to their brands.
What I do not agree with the extremist view that “sticky” has no place in the new media marketing mix or that marketers are being arrogant and pretending to be the centre of all things by employing “sticky” strategies.
The whole “sticky” vs “slippy” argument in reality hinges on what is most appropriate for the brand being marketed. It is also possible to argue that because “slippy” marketing strategies are just that, strategies, they must evolve from “the old, company centric way” of thinking i.e. driving the conversation and controlling the messages (at least in the initial instance).

By: Valeria Maltoni

Valeria Maltoni — Tue, 12 Feb 2008 00:53:21 +0000

One more thing, Brendan:
“Nickelodeon is a company of global reach and size and a real contender to Disney with one big difference – they are thrilled when customers use their content.”
Wasn’t this clear?

By: Valeria Maltoni

Valeria Maltoni — Tue, 12 Feb 2008 00:50:01 +0000

Brendan:
Thank you for your comment. I think I forgot to write that they allow kids to download and use their content for their art and productions. Big detail.
I linked Mark Earls because I think his definition is thought provoking. It will definitely inspire me to look at the work I do as marketer differently. For the benefit of those who do not open textual links:
“Sticky looks at things from the arrogance of the author or the marketer.
Sticky is all about control, about things staying how they are, about doing things to consumers/citizens.
Sticky just encourages marketers to pretend that they are still at the centre of things, still the prime shapers of human/consumer behaviour.
Sticky makes me think about the thing (what I made) rather than what folk do with it or do to each other around it.
Let’s be really clear: Sticky is old school marketing in a groovier, low-slung denim jeans and retro sneaker disguise. It’s “viral” nonsense of the first order. The wrong end of the telescope, if you like that kind of thing (that’s why ultimately the lens of sticky things is just as misguided as that of the Influencers that I’ve been focussing on recently)
I don’t want my ideas to be sticky; I want them to be SLIPPY.”
Does that help? I said literally: “forget sticky”. Not the same as it has no place. Difference in intent.

By: Brendan J

Brendan J — Mon, 11 Feb 2008 21:49:16 +0000

What I expected from the title and first two paragraphs of the article was that Nickelodeon were allowing proprietary content to be taken offsite – syndicated and mashed up. Looking at the example given – iCarly – I can’t find any way in which to do this.
It’s great that Nickelodeon are allowing their community to contribute content, however if iCarly is an example of “slippy” content then I fail to see how it makes the cut.
“..kids can upload their content – videos, music, poems, etc. – for a chance to be featured in the show”.
That’s great but the company is still “driving the conversation” and “controlling the messages” (these aren’t a bad thing). The conversation is driven using the blog and the messages are controlled by deciding on what community content is represented in the show.
Saying that sticky has no place in the new media environment is a big call. Healthy communities are sticky in and of themselves and are one of the defining factors of the web coming into its own.