May 31, 2011
Stanchak and Cohen Comb the #BWENY Floor
Below is a great shot of industry writers and thought leaders Jesse Stanchak and Heidi Cohen.
May 30, 2011
Snapshots from BlogWorldExpo New York: #BWENY
Below are a few random shots from BlogWorldExpo New York at Jacob Javitt's Center last week. Below Gary Vaynerchuk, Jeffrey Hayzlett, H.P. Mallory and Stephanie Agresta on the Social Media Game Changers.
Amanda Coolong interviews Webdoc's Vincent Borel on Techzulu
Below Webdoc's Olivier DeSimone and Oz Sultan
Social Media Game Changers: Vaynerchuk, Hayzlett & Mallory Take It OnBelow is a two part video of the opening keynote panel at BlogWorldExpo in New York City with Gary Vaynerchuk, Jeffrey Hayzlett and H.P. Mallory. The discussion? Social Media Game Changers: how social media is changing the roles and rules for sales, customer service, product development and marketing. How social media is propelling leading companies and radically changing the face of industries. More in their chat below:
April 16, 2011
AdTech San Francisco Keynotes, Takeaways & Notes to Self: #adtech
John Bax says their focus is on "local" and that local ads obviously do the best locally since there's more of an understanding of what their brand is about when you have regional sales guys. "Intimacy works," he says.
Mobile is also an important strategy for them according to Bax. He gives a few examples including a local merchant in Virginia who has a B&B. Within 15 days, they sold all the rooms the vendors wanted to book in advance, focusing on a different strategy for how they promoted weeknights versus weekends.
He also noted that people signed up for things they weren't necessarily searching for. For example, those who signed up for a sky diving promo they did were not proactively looking to go sky diving. Their strategy works if you look at their stats and results - they apparently also sold 2 million movie tickets with Fandango.
Manny Anekal from Zynga came at his presentation primarily from the angle of giving back, i.e., "here's what Zynga is doing to give back to the world." In addition to listing all the things they are doing for social good, he ended with a leave behind for brands wanting to do a campaign with them: "We can get you up and running quickly. We were able to get a major brand up and running within six weeks," he says. He also shared stats and insights into their Frito campaign, which grew their fan base to over a million.
He started with the Pepsico pitch of products and services under their umbrella, reminding people that they operate in more countries than the UN. Then he proceeded to go primal on us and show a slide of dinosaurs and early man's progression.
"Why we are all dinosaurs?" he shouts out to the audience. His key takeaway was about adapatability in a world that is changing so fast with exponential technologies hitting us year after year making it harder to keep up.
"Adaptability is key to survival and success moving forward," he notes. “If you cease to adapt, then you cease to survive.”
While I missed Guy Kawasaki's keynote, I did not miss his book signing of new book: Enchantment, which was proof that he nailed it on stage. The line was so long for both purchases and signing that they ran out of books.
ESPN's VP Carol Cruz introduced this year's Achievement Awards right before Arianna's keynote. This year's award went to Mars' Carol Walker, who shared the award with Kathy Reardon in a 'classy moment.'
My tweets during the presentation below including AdTech's Brad Berens' share of where advertising numbers have gone up this year. Kudos to Brad and his dynamic team for pulling off yet another incredible AdTech this year.
- Carol Walker in touching classy moment shares #achievement award with Kathy Reardon on #adtech stage this AM:http://ow.ly/i/ajSA9:22 AM Apr 13th via HootSuite
- ESPN's VP Carol Cruz gives Carol Walker industry #achievementaward at #adtech -- http://ow.ly/i/ajRS9:15 AM Apr 13th via HootSuite
- Brad Berens on the #adtech stage sharing advertising numbers & stats all going up inc attendance: http://ow.ly/i/ajRf
I covered Arianna's keynote in depth here including a two part video. Below she powerfully nailed her talk, which primarily focused on humanity, sleep deprivation, hyper local and hyper connected and balance.
April 16, 2011 in America The Free, Conference Highlights, Events, On Blogging, On Branding, On Journalism, On Mobile & Wireless, On Technology, PR & Marketing, San Francisco, Social Media, WBTW, Web 2.0 | Permalink | Comments (0) | TrackBack
April 05, 2011
With 1,323 Brands Using Foursquare, Pages Gallery Comes to the Rescue
Foursquare just launched a new section on their site to showcase major brands on its network to make it easier for users to find and follow them. With 1,323 brands using Foursquare today adn the number growing, it's a natural fit for the most renown location-based service on the market today.
The struggle brands are having apparently is that they're not easily discoverable on Foursquare so they're trying to help brands by with a new section called: Pages Gallery, which is a gallery loaded up with company Pages on Foursquare so you can more easily discover them and and follow them if you're interested in what they're doing and have to say. More more in-depth on this announcement and for some examples, check out the Mashable story.
March 25, 2011
Jensen Grand Prix Insider New Mobile App for What's Hot in the Car Racing World
While I was in Austin for SXSW, I ran across the Jensen Motorsport guys who just happened to have this incredible race car parked on the sidewalk. God bless Texas.
They were part of a promotion for Maple Leaf Digital Lounge and in conjunction with Dynamite Network, they announced the launch of the mobile application Jensen Grand Prix Insider.
Jensen Grand Prix Insider features up to the minute content of what' shot and happening in the car racing world as well as exciting contests and promotions offered by their race team partners.
They handed me a flyer about their promo and the announcement, but it lacked the most important details about the app or the promo. After reading the flyer four times, I finally saw a website link in small font but when I went there, it only gave me a form to enter the contest. I kinda need a reason to guys.
I did manage to find their Facebook page but after several searches, still didn't find much about their new mobile app.
That said, I thought the car was cool and they wooed me into sitting in it and learning more about motorsports in general. And, sitting in the car got me to write this blog post too, but while I'm not the target audience for the mobile app, it would have been great if they included more data up front to make it easy for people who did care about motorsports, to get hooked.
March 18, 2011
Facebook's Emily White Talks Hyper Local at SIGNAL Event in AustinFacebook's Emily White talks about the use of social media and social platforms' value in targeting smaller regions. She gave her talk on "hyper local" marketing and social at the SIGNAL event in Austin last week, which was held the day before SXSW kicked into gear.
February 07, 2011
Arianna Huffington: $300m in Cash, Hmmm, Let Me Think About That One
If you were Arianna Huffington, wouldn't you take the money, even if it meant a relocation to New York as a result? After all, with that kind of exit ($300 million of the $350 million is in cash), you can jet back and forth the 5 hour commute without that much of an inconvenience.
Besides, as part of the deal, she also gets to be in charge of Michael Arrington and his posse at TechCrunch, which should be interesting to watch from the outside -- personally and editorially.
As Kara Swisher points out in her write-up on the AOL acquisition, "the deal gives it a popular branded site that is very good at generating lots of page views and impressions very efficiently–which is the company’s whole thrust these days. That means lots more ad inventory to sell and an injection of content talent, giving AOL the scale it desperately needs."
The projections look good, so the acquisition is no surprise and frankly, many a conversation in my circles have revolved around who they'll ultimately sell out to over the past few years. They increased their ad sales from $ 31 million in 2010 to a projected $60 million this year. Sweet. I guess it was time to hand over the goods to a 'bigger power', at least on paper.
Let's face it, AOL's branding 'magic sauce' hasn't really taken a strong turn yet, so having both Huffington Post and TechCrunch under their wings, gives AOL editorial direction, identity and a sense of purpose, particularly in the eyes of readers and users who are not exactly living on the leading edge of technology.
With Arianna as Editor-in-Chief, things could get interesting....smart move on Armstrong's part. Her compelling combination of smart aggregated content with original content and celebrity names has become a winning formula others haven't been able to replicate.
As part of the deal, Tim Armstrong will take over from Huffington Post's Chief Revenue Officer Greg Coleman and the existing AOL ad sales head Jeff Levic will remain on board.
Paul Carr has an amusing and thoughtful take on the acquisition here. He talks about the potential downside of the SEO implications down the road for them (TechCrunch) and the rest of the world (readers). The other downside is that because Huffington Post doesn't remain solely independent, some things will no doubt have to give over time. Having Huffington in the editorial seat for now reduces the risk at least in the short term.
She will apparently be in charge of Engadget, Mapquest, TechCrunch and Moviefone. If its true that one reason they bought them is because their readers make up a significant number of important women with money to spend, then why not put her in charge of more brands?
Photo Credits: Planetpov.com, All Things D and Bloomberg BusinessWeek.
February 01, 2011
How Do You See New Technologies Impacting Brand Perceptions?
Advertising Week in Toronto this past month kicked things off with James Stewart, Founder, Director and Producer at Canada’s Geneva Film Co. Stewart’s company has produced 3D ads for brands like Sprint and Lexus, among others. A re-run and summary of his talk is re-printed here from TechVibes.
Stewart spoke about where advertising is headed as a result of the explosion of 3D screens in the market in the past year. Although 3D advertising is already pervasive on movie theatre screens (more so in the US than Canada), Stewart assured the audience that 3D advertising will absolutely take off on other screens in the next few years.
3D TV may seem like a slow moving market because only 6.5 Million 3D television sets were sold last year. However, Stewart said that the “adoption rate is still much faster than HD TV, which took 6 years to get to that number.” Almost every technological device now has a 3D screen coming out – from laptops to tablets and even out of home billboards.
Popular brands like Armani and Oakley are even jumping on the bandwagon and creating designer 3D glasses for consumers to carry around with them. Stewart explained that there are so many stakeholders involved in making 3D technology a success that the spend on 3D advertising will inevitably follow, despite the higher cost of production for 3D ads.
So, if 3D technology will soon be everywhere, you may be wondering how it will impact the way that brands tell stories to consumers. Stewart said that 3D is no longer a gimmick, “it’s just a more immersive storytelling tool.” In addition, Stewart said that this richer, more immersive experience of advertising shot in 3D has been proven to increase brand message retention rates. He explained that ESPN recently conducted a research study on their 3D TV audience during the World Cup. Stewart showed the results of the study which proved that the 3D viewing audience had a 15-16% lift in brand recall, purchase intent and brand likability over the 2D audience after being exposed to ads shown during the World Cup.
In the afternoon, Mitch Joel from Twist Image facilitated a panel discussion sponsored by AOL entitled "Beautifying the Internet: Original Content & Compelling Ads." The discussion was once again focused on how digital media and new technology platforms have impacted the way advertising messages are now being told to consumers.
Mitch Joel opened up the panel discussion by asking “what constitutes good advertorial content?” Matt Straz, Co-founder and CMO of Pictela, a high definition content marketing platform that was recently acquired by AOL, said that “great advertising can actually be content if it’s done well.” He went on to say that “marketers have not been given the right tools to make it work to date.”
Joel then asked the panel to describe what the ideal “content marketing play looks like.” Ceri Marsh, Co-founder of Sweet Potato Chronicles, said that with new technology platforms like the iPad, it is becoming more of a thrill to develop digital content. She said that the “magazine industry is just learning how to make magazines live in the digital world.” She suggested that perhaps once the magazine industry figures out the right digital model, they may be able to develop a better way for consumers to enjoy ads that live alongside the editorial content online.
The panel agreed that the future of content marketing would involve tailoring your brand message to match the platform on which it is being displayed. Peter Vaz, VP of Digital at M2 Universal, said that “the way you view video on a tablet is quite different than how you view it on TV.” Vaz went on to say that we can expect to see “different versions and extensions of the same message on each digital platform” in the future.
Graham Moysey, General Manager at AOL Canada, argued that one of the biggest barriers to driving better content marketing experiences online is the industry trend to drive down CPMs (cost per thousand impressions). Matt Straz from Pictela explained that the industry currently wants to buy online media at a $1 CPM, while the true value of the content that they want in exchange is closer to a $50 to $100 CPM. Perhaps the compelling 3D experience discussed earlier in the day will have an impact on budgets in the future?
The other pricing-related challenge discussed was the fact that there is a ton of niche content online. However, it is currently hard to monetize that content due to low traffic volumes. Mitch Joel asked the panel what they thought would be the best monetization model that would scale across all of these niche websites? Matt Straz suggested that perhaps once a website’s traffic gets below a certain threshold, publishers should stop selling banner ads and just sell sponsorships.
The panel discussion ended with the argument that better metrics need to be in place to measure the impact of content marketing and brand storytelling online in the future. They said that the industry is still using traditional advertising metrics because there are no great brand advertising metrics for the web in place today.
Business MUSTS: Social Relevancy, Online Reputation Management and Measurement
Look at Dell as an example. They're focusing more attention on Twitter because they realize that people only buy a PC/laptop once every year or once every two years, so they need a social 'tool' to keep their fans engaged all the time.
In doing so, it's important to not just identify but consistently use that 'organizational voice.' Zappos is a great example of a company who consistently brings that corporate culture into every aspect of their work and play. They integrate play into their work in a way that works.
Online Reputation Management: people will check out your reputation online before they will consider doing a deal with you or working with you. Here are some great examples worth reading about.
- Pepsi: bad ad goes nuts and then the negative tweets started going nuts, but they responded right away and said, yeah, you're right, this isn't appropriate, we agree and we’ll take it down right away.
- FTD.com responded badly to comments about flowers not being delivering on Mother’s Day and did so btw, through a traditional press release that didn't really address or respond to people's concerns, and in the process only made it worse. Perception is reality my friends. Know when the 'game is on.'
- Taco Bell – Taco Hell: Rodent Video Signals New Era in PR Crises. Again, they poorly responded through a traditional press release. It doesn't mean they can't respond that way, it means that it can't be the only way they respond and the only outlet. It's critical that your offenders and/or customers/fans in each case, feel understood and heard.
- Sears Killed My Dog: see story about how Sears backed up & killed a family dog and how it was 'eventually' handled.
- United Broke My Guitar: the music around this got 9+ million reviews. (Harvard case study says that it cost United $180 million lost in shareholder value)
Some social measurement tools to monitor your online reputation include:
- SocialMention.com – run social mention on you and your company
- Google Alerts
- Radian6 – paid subscription service
- SM2 – paid subscription services
- Viral Heat – paid subscription service
- Angies List
- Rate my doctor
- Rate my teacher
- Speaker Rating
If you're not running 'listening campaigns' on your name, your company name, product names and your competitor company and product names, how can you know what you don't know and respond effectively?
By listening and engaging, you can more effectively respond when you see or hear something negative on you or your competition.
Measurement is also key when you run listening and engagement campaigns. A key question is this: what is the sentiment ratio? Once you identify what it is, keep measuring it. Monitor, measure, change strategy if needed (and perhaps even messaging) and then monitor and measure again.
It's an ongoing process. If you don't have this in place, you are not in the game. Don't be driven by someone else already in the game, please lead. Don't you want to be more than just a step ahead of your competition?
Photo credit: Erasseo.