Updated version of What is social media? unleashed by Anthony over at Spannerworks. Nice to give away something for free, safe in the knowledge that it will help drive new business leads (and you can use bits under Creative Commons Copyright). And ironic given my previous post.
Great one from Hugh today re “the annoying buzzword social media”. Made me laugh out loud.
Please read this if you work in PR. Will, great post. Sure it will stir up some debate. Once I’ve read and digested thoroughly I’ll most likely comment direct. It’s great to hear someone laying it down as thy see it.
So, IAB Engage 2007 was on Wednesday last week. I was there with Bite client Facebook and got to sit on some of the morning presentations. I hashed out some notes on my phone and have just got round to beaming them, doing a bit of formatting and adding in the links. Some really useful stuff - quote of the day goes to Richard Eyre, Chairman of the IAB who gave a great presentation, mainly about the state of the industry and the need for talent and a step change in quality:
“OK is the enemy of billiant. Today only utterly brilliant will do”
If you want to watch all of the presentations then go here where they are all handily available. Judging by the buzz on the day and a bit of eavesdropping, I’d say that the very last session of the day (which I missed) should be your first point of call. I’m going to watch it now, even if it is late.
[Josh Spear / Undercurrent]
eHelio
Loopt
Iminlikewithyou
Etsy
Blyk
Threadless
Play by their rules
Redefine advertising
Redfining communication - 2 way is required
Seeking out is bad, the discovery process is good
Create something that I want to find
What happens if you ignore all of this ? P Diddy effect.
Lisa nova does P Diddy in response to appauling attempt by BK and P Diddy to do “social media”
You can’t pay to be seen
Operate within the rules of the universe
Think of how to turn an interruption into a service
Think of how your brand can make a site a better place - provide function not awareness
Push your clients
Push your agency
Theres still a big gorilla in the room
Its not that they’re not listening we just haven’t given them anything to listen to
Embrace and engage
[Antony Mayfield / Spannerworks]
Everyone feels like they are behind
We have to write a manual
The web isn’t a channel, it’s an open network
Questions we need to ask:
What does success look like?
Where are our networks?
How can I attract attention from our networks? Earn it.
How can I be useful to those networks?
Speed of communication
Scale of available content is vast
Geography does not define audiences. Interest does.
Interaction with content and authors
Longevity of content
Old advertising campaigns follow you around
Complexity has replaced stability
Look in new places for inspiration
What would Google do?
Search engines how do they look at the web
Dell laptops catching fire eg blog with best reputation
Google is a reputation management system. Brand scoreboard
Human network. Not spam network
Daily Telegraph newsroom - live attention market
Global attention market
Evolution . . .
Best things tried out. Fail fast.
Need to know how people are using the web and what’s important to them
Impact horizon - consumers move on very quick
Look at how networks make sense of themselves.
Understand our networks
Be useful to our networks
Be live in our networks
What is social media? ebook from Spannerworks
[Matt Britten / Google UK]
Powerful drivers of further change:
Access
Storage
Production
Devices
Kyslers law
Cloud computing
Skyblog
UK is the new frontier
Between 50 and 100 per cent more than US spend per head on the UK
Target by interest not demographic
We don’t have an answer were just people having a go
Be found, be always on, every market, full coverage
Follow consumers
Integrate on and offline activity
Engage, listen and respond
Manage actively based on data
25 per cent of search queries lead to purchase
Consumers face tyranny of choice
Back to basics approach to marketing
Be found wherever you are relevant
Be found where customers research and browse
52 per cent of car purchases start online
Over 40 percent of those looking for a car found new makes and models online
Number of people coming into showrooms is lower but percentage that buy are higher
Before making a holiday purchase -
12 travel searches
22 sites
29 days
(On average)
Show up all the way through that process
65 percent of shopping carts abandoned at checkout
Wide variety in online converion rates:
3% high st
11% online retailers
19% catalogue retailers
Need to improve conversion process
If they don’t find it on your site 50% presume it’s not in store
Speak with one voice across all media
Blendtec
650 percent traffic after video series launched
In one weekend, sold more than in a best month before
Screwfix Forum
Bring back the Wispa
Every action can be a valuable data point, need to be selective
Convergence not of devices but information
Universal search coming over next few months
+ Smarter searching around language
+ More personalisation - iGoogle
+ Google mobile - Android
Just try stuff and get feedback on it
Its never completed. Always in beta
[Randy Falco / AOL]
Didn’t take many notes as I found this presentation really dull and not very informative, but other people may have appreciated the stats and the money banter. I just kept on thinking about JR in Dallas ad the importance of the people representing a brand
Online advertising growth is diversifying, away from search
[Richard Eyre / IAB]
Fragmentation of media supply
Personalisation of media demand
Access to talent is massive problem
Disruptive intrusive change
Analysis is key
Deeply held belief in precedent
So, so, yesterday
Flexible open and connected
Fast second mover - epidemic approach today
Freethinkers
Pioneers
Inquisitve
Entrepeneurs
Carving out a clearpath
Need innovation with wit and originality
Ok is the enemy of billiant. Today only utterly brilliant will do
Chris Anderson blocks email from PR people and lists their email addresses online. There’s someone from Bite on there too, which is nice. Could this be the first signs of a new trend?
Amidst all the rugby fever and wax statues of JW appearing in Trafalgar square, Bite client Blinkx has created a special rugby wall which pulls in the latest commentary, pre-match interviews and random user generated rugby content. Looks great and I think that we’ll be seeing a lot more visually-led interfaces like this about town in the future.
PS - show your support on Facebook (another Bite client) today by changing your profile picture to the one below. Just grab it and upload it.
Wow. A bit of a radio silence there. Sorry about that. I blame the perfect storm of being hugely busy at work, being away at the weekends and having a lot of other stuff to do and on my mind.
So, as by means of a bit of a catch up - here’s some stuff I’ve been doing and thinking.
1. Bite won the Facebook pitch. I’m on the team and am delighted to be working with the guys at Facebook. Especially when you read stuff like this. PR Week said it was “arguably the most sought-after retainer of the year” and that “Tech PR insiders agree that this was one of the most competitive pitches in recent memory”. Enough said. Very chuffed. Hugely excited.
2. We bought a car, our first (nearly) new one. One a bit like this. After polling my mates and colleagues before buying it, I already know that some people hate it. I liked it and then I drove it - just plain fun and reminded me of my 1972 VW Beetle that’s still waiting for me in a garage back home.
3. I met with Lloyd and talked about the Social Media Cafe he’s currently planning. Nice cup of tea and a pleasure to have a chat about something so completely logical.
4. I’ve been watching a lot of TED talks. Can’t get enough of people talking about stuff they are so incredibly passionate about. Here’s a directory of them all.
5. I’ve discovered MarsEdit via Chris Green. Looks like it’s going to be very, very useful indeed to write this blog (need all the help I can get right now as I’m struggling a bit to find my inner-blog-strength).
6. I’ve still been enjoying the constant feed of amusing cat photos from Esaba. This is where I found my Facebook profile pic that seems to get a lot of comment. There’s a little widget you can add to iGoogle that generates a new pic with every refresh. (see example below)
7. I’ve saved another 100 links or so to del.icio.us since my last post. All manner of stuff in there. I just can’t get enough of del.icio.us and am finding it increasingly hard to see how people who spend a lot of time on the web can manage without it. If I ever have to use a PC/Mac that isn’t one of mine I feel very, very wrong.
8. I’ve been drafting a monster post about “being digital”. One day I look at it and think it’s shite and another I can’t stop writing it. Hmmmmm, we’ll see.
9. I went to my Grandma’s funeral. Nothing more to be said on that other than this.
10. Sam at Glide told me about journa-list.com - a really useful site that allows you to track what different national and BBC journos are writing about and track their output as feeds. Much time saved. Nice simple tool that needs to be expanded upon.
It’s all getting a bit cosy isn’t it? The predictable consolidation is in full swing. Via Jaiku blog.
I'm a creative/digital consultant that blogs about brands, technology, cats and other things I stumble upon whilst perusing the interwebz.
And I'm also founder and director of Shed, a brand new consultancy specialising in web participation and social media for human brands and beings like BView and Green Thing.
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