Most read: A view from Dave Trott
This week, Dave Trott has an uncomfortable message for new media gurus, and their misinterpretation of what's known as the Diffusion of Innovation graph, "a simple parabolic curve, shaped like a camel’s hump".
It breaks people into five buckets: innovators (2.5%); early adopters (13.5%); early majority (34%); late majority (34%) and laggards (15%) which, Trott says, "new media gurus use to explain how people adapt to technology."
"Except it isn’t." There's the twist. Why doesn't it explain how people adapt to technology? And what does it explain? We'll leave that .
On social: The #Tubestrike Awards 2015 (not an official thing)
Off the back of trending on Twitter since yesterday, we decided to compile a roundup of taking advantage of the occasion.
And since the roundup has already accumulated 50-plus brand posts, we thought it was time to hand out some (unofficial) accolades to the best brand efforts *cue jazzy awards night music*. Here are our winners:
Best customised Tube map: Krispy Kreme
Service Update: There is a good service on all Krispy Kreme lines.
— Krispy Kreme UK (@krispykremeUK)
Best giveaway/free service: Direct Line
Look what we got to help us survive the long journey back home! Thank you for
— Flipside PR (@Flipside_PR)
Best alternative mode of transport: Heart FM
Wish this was available to help you out today!!!
— Heart London (@HeartLondon)
Outstanding #tubestrike social media post: Comedy Central
Have you played our new ? Grab an empty spot on the last tube home!
— Comedy Central UK (@ComedyCentralUK)
People moves: Isobar poaches business directors from Wunderman and Grey London
Following business wins such as GoCompare.com, , from Wunderman and Grey London, respectively.
北京赛车pk10's Gurjit Degun also reports that Blake Cuthbert has been promoted to client partner.
#UKTweetElite: We had our own social media disaster
As part of this week's daily questions to compliment , we asked you: What has been your biggest social media disaster? It's fair to say this question quickly bombed, after we started receiving answers like "I bet you won't get many of the 'elite' reply to this one :)" from . We didn't get many replies full stop!
So we changed our question, to: What do you do when no-one answers your question/what questions won't work on social?
The answers to the new (and old, ahem) question can be found above. Other replies came from who believes persistence is key, while thinks a little rewording should do the trick. And don't get started on Twitter Q&As – best to steer clear.
Tune in for our final #UKTweetElite question tomorrow at 1pm on Twitter, via .
Ad stunts: Lexus hoverboard vs DC Shoes surfbike
What do you know. You wait ages for a brand-backed extreme sports innovation, and two come along at once. But which do you think is better? Watch both videos below then vote in our poll below.
In the red corner: .
In the blue corner:
Which do you think is better?
Is there something you’d like us to share in 18:05? Email jonathan.shannon@haymarket.com with the details.
We’d love your feedback. Tell us what you think of the 18:05 digest, what you want to see more or less of, and if you have any content suggestions. Comment below or tweet us #180