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Archive for September, 2009

The New Socialism: Content Owners’ Undoing? Panel at OMMA Global

Wednesday, September 30th, 2009

The New Socialism: Content Owners’ Undoing?

OMMA Global

Andrew Heyward, Senior Advisor, Marketspace LLC
Panelists

Neil Ashe, President, CBS Interactive
Ben Edwards, Publisher, Economist.com
Eric Hippeau, CEO, The Huffington Post
Martin Nisenholtz, SVP, Digital Operations, The New York Times Company
James Pitaro, VP and Head of Media, Yahoo! Inc.

Neil Ashe CBS Interactive

  • Better content is bigger


Bed Edwards Economist.com:

  • Trust people I know and people like me
  • Clients value the quality of economist subscribers
  • Gathering, sharing, connecting, virtual events


Eric Hippeau Huffington Post

  • Never been easy to create quality content
  • What are you uniquely delivering to the marketplace?
  • Size is important, relying on adsense, difficult to make money


Martin Nisenholtz NYT.com

  • If you can create highly contextual, vertical-oriented quality content, can monetize very well, Adsense needs to know how to monetize it
  • NYT mistakes: missed the whole Search business, shut down New York Today


James Pitaro, VP Head of Media Yahoo

  • Sustain properties as destinations: Yahoo Finance
  • Invest in content, producing original content, unique ID, especially sports
  • Focus needs to be on audience experience, reaffirmed commitment to stay fee-free
  • Some ppl can get away w/ charging, users want to remove riffraff, prefer to pay to communicate w/ sophisticated group of alumni


Martin Nisenholtz NYT.com
Dual revenue streams is the way to make these businesses work: adv and subscribers

Live post, Twitter, all-around accepted now, soon going to be expected

More notes from OMMA New York 2009:

How the New Socialism Is Destroying the Old Capitalism with Terence Kawaja, GCA Savvian Advisors at OMMA Global

How Dunkin Does Social … mmm donuts at OMMA Global

Transforming Social Media Connections Into Qualified Leads at OMMA Global

The New York Times Meets the Social Web

Posted in Content | 4 Comments »

How the New Socialism Is Destroying the Old Capitalism with Terence Kawaja, GCA Savvian Advisors at OMMA Global

Tuesday, September 29th, 2009

How the New Socialism Is Destroying the Old Capitalism
Terence Kawaja, Managing Director, GCA Savvian Advisors
at OMMA Global

Traditional media is:

  • like real estate, have to buy
  • like religions, never sure what’s working


Social media development didn’t arrive overnight
Broadcast moved to narrow cast, then to digital and to social

Each has distinct characteristics, infinite choice

  • Social media hard to predict
  • SM advertising potential is still TBD
  • Being too early is the same as being wrong
  • User-generated content still not supported by advertisers


Advertiser’s challenge: is there a market?

  • What happens when it’s unpaid, and therefore not in your control?
  • What about usage and scalability?
  • What other opportunities are there to target audiences on many dimensions?
  • How do you capture engagement?

More notes from OMMA New York 2009:

The New Socialism: Content Owners’ Undoing? Panel at OMMA Global


How Dunkin Does Social … mmm donuts at OMMA Global

Transforming Social Media Connections Into Qualified Leads at OMMA Global

The New York Times Meets the Social Web



Posted in Social Media | No Comments »

How Dunkin Does Social … mmm donuts at OMMA Global

Wednesday, September 23rd, 2009

How Dunkin Does Social
Frances Allen, Brand Marketing Officer, Dunkin’ Brands, Inc.
OMMA Global

Brand values don’t belong to us
Any social event need to continue to support passion
Great relationships happen when trust and equity are built everyday and over the long term

Pillars of social strategy

  1. Hearts & minds
  2. Motivations and behaviors
  3. Place and context
  4. Rate of communication


Hearts & minds

FB each week recognize a fan of the week
    2009 1 million FB fans, up from 160,000 in late 2008

“Keep It Coolatta”
    Encourage fans to find new and diff ways to show how they keep it Coolatta, for great prizes
    Very credible and organic

Motivations and behaviors

How use SM to influence and motivate others?

“The Dunkin Run”

  •     Going to DD, want anything? Enable and encourage that behavior
  •     Invite, order, run, provide the runner w complete and easy ordering mechanism
  •     Simple app to standardize behavior that’s already happening
  •     Improves order accuracy, speed of service, creates wider net


Place and context

Cross-media campaign
    What channels, when and what is the context
    What’s the best media

“Create Dunkin’ Next Donut”
    variety: delish shapes, just have to have one, eye-candy in the store
    nostalgia: powerful donut memory
    name donut, explain the story behind it, stories about donuts growing up, funny stories
    specific ingredient dying to have in a donut
    celebrate love of people: Elvis donuts

Emotion coming through was amazing

FB send a donut
    engage and share: design donut and send to all your friends
    it’s the thought that counts, even though you can’t eat it
    post on FB b/c you’re proud

cross-channel. Lasted 3 days, had more entries so had to cut it short
multi msgs on FB, Dunkin Dave on Twitter
Great presence in traditional media and blogs, both during launch and throughout

  • Nearly 130K entries
  • 333K donuts creates during 3 wk period
  • 3M FB impressions via sharing
  • 174K votes cast
  • Ave time on site 9+ minutes

Winning donut 

Toffee for Your Coffee in-stores at time of this post
So successful will become an annual event

Lessons learned

Didn’t start w nice neat strategy, have had growing pains, stops and starts

As we come to understand the power of the media and how to engage with it

Set realistic expectations

Can’t respond to every tweet, post etc

Set clear expectations about how can engage in what manner and what frequency, can’t reply to everyone

Use best judgment to ID and understand comments that are gaining momentum and deserve a reply

Can turn an issue into an advocacy situation, create new opportunities for sharing and collaborating

Don’t be a complainer, be an brand advocate

Have fun, understand out audience, provide apps and audiences that mean a lot of them not just us

Dunkin Dave embodies core brand values, keep with who we are and what customers love about us

1700 franchisees, 600 in US

entrepreneurs want to do their own thing, have to encourage and control it simultaneously

Maintain constant brand image and brand values


Other OMMA Global posts

The New Socialism: Content Owners’ Undoing? Panel at OMMA Global


How the New Socialism Is Destroying the Old Capitalism with Terence Kawaja, GCA Savvian Advisors at OMMA Global

Transforming Social Media Connections Into Qualified Leads at OMMA Global

The New York Times Meets the Social Web

Editor’s note: Hungry for something sweet!

Posted in Social Media | 1 Comment »

Transforming Social Media Connections Into Qualified Leads at OMMA Global

Tuesday, September 22nd, 2009

Transforming Social Media Connections Into Qualified Leads at OMMA Global

Moderator: David Honig, Advisor and Co-founder, Media6degrees, Inc.

Panelists  
Brian Halligan, CEO and Co-Founder, HubSpot
Zephrin Lasker, Founder & CEO, Pontiflex, Inc.
Mark Moran, Founder & CEO, findingDulcinea

Brian Halligan:
How organic gets the pull

  •     Really active doesn’t work well
  •     Remarkable blog w great content
  •     Then market the content thru Twitter


1.    Create great content
2.    Optimize for Google and Twitter
3.    Market it
4.    Measure the various pipelines

Can be 6 times more effective if it’s marketed properly

Mark Moran:

  • Need to understand your business and what you want to gain from the campaign
  • There’s no one answer for everyone, take one, implement, measure and see which works best
  • What’s the value of one customer for you
  • How many potential customers are on Twitter, etc.


David Honig:
Marketing changed enormously, you can participate in the conversations, better track those links, but what does it mean to your brand?


More posts from OMMA Global

The New Socialism: Content Owners’ Undoing? Panel at OMMA Global


How the New Socialism Is Destroying the Old Capitalism with Terence Kawaja, GCA Savvian Advisors at OMMA Global

How Dunkin Does Social … mmm donuts at OMMA Global

The New York Times Meets the Social Web


Posted in Social Media | 1 Comment »

The New York Times Meets the Social Web

Tuesday, September 22nd, 2009

OMMA Global, Media Post Live,
New York Times and social media

Martin Nisenholtz
SVP, Digital Operations
The New York Times Company

NYT.com nearly 50K citations from bloggers, 2x CNN

Facebook (F mostly women, skews 35 and under, website is 41 and skews male

Twitter: ReTweets, no design, easy and game-like features

Challenge: how to find the best lists, have 2 million followers

18 months ago to top 10 of Times newsfeed

“The Moment” focused on fashion, co-launched w Twitter, luxe fashion space, best posts

Working to provide scalation, the best lists, T lists, organizing and curating the world

Auto-posting to FB, linked to advert, ecosystem: articles, sharing, Cisco in the middle


More notes from OMMA New York 2009

The New Socialism: Content Owners’ Undoing? Panel at OMMA Global

How the New Socialism Is Destroying the Old Capitalism with Terence Kawaja, GCA Savvian Advisors at OMMA Global

How Dunkin Does Social … mmm donuts at OMMA Global

Transforming Social Media Connections Into Qualified Leads at OMMA Global

Posted in Social Media | 31 Comments »

The bad, good and opportunities for the franchise market and search marketing

Monday, September 21st, 2009

Search Engine Optimization
The new marketing frontier for franchise organizations
Presented by Bob Brown, COO MediaRight Technologies
New England Franchise Association

Franchisor challenges

  • Keyword competitiveness  “Franchise Opportunity” “Business Opportunity”
  • Pay Per Click (PPC) effectiveness
    • Expensive
    • PPC $8 for franchise, other markets $1
    • Compete with franchise brokers


Possible solutions: Organic search

  • Google values: relevant content
  • Links: votes of confidence
  • Establish expertise
  • Main site
  • Landing pages
  • Squidoo, Hub pages
  • Blogs (on and offsite)
  • Article mining
  • Videos
  • Directory listings
  • Social media


Need to have a broader Adwords campaign so you remove competitors from the field

Opportunities

  • Add more content
  • Create and sustain a blog
  • post articles, video + press releases


Encourage franchisees to link back to main site
Create consistent content creation process
Unique opp: share content, link, franchise assns
Article marketing: opp to talk to clients and prospects
Educate consumer on problems, mistakes to avoid, misconceptions, solutions

Posted in search marketing verticals | No Comments »

Twitter-meet-Glogster: An Applied Case Study at the Cool Twitter Conference Boston with Andrew Connelly

Friday, September 18th, 2009

Andrew Connelly, Director of Business Development
@andrewconnelly
Glogster
“Using Twitter for Product Changes and Customer Service: An Applied Case Study Using Glogster”
at the Cool Twitter Conference Boston

Glog = an online Multimedia poster

Glogster promotes freedom of expression online

Edu.glogster.com: geared toward teachers, in a controlled environment

Profile: Teens, 85% female, loyal, artistic, demanding

How Glogster’s using Twitter

  • Follow-up on negative tweets
  • Customer service: Glogsters clients are more likely to send a tweet than to email or call
  • Set up “G-lab” to evoke involvement in product development
  • Many Glog originators also into tweets: Glogster responds w praise and offers tips and tricks, share w friends
  • Develop tools based on feedback: Glogster is YOURS, show how much we care


Posted in Twitter | 10 Comments »

Cool Twitter Conference Boston: Hearing from upcomers with cool projects like Fourth Fiction, the first blog‐based literary reality show

Thursday, September 10th, 2009

Cool Twitter Conference Boston

If you’ve read Chris Brogan book “Trust Agents,” you know we’re supposed to be watching the up-and-comers, not the Chris Brogans. Check out Constantine Markides, founder & host “Fourth Fiction, The First Blog‐based Literary Reality Show“ to reinvent literature for the interactive, real-time reader.

Recommends: “Bright Lights Big Internet” Bill Wasik

12 contestants: all writing under pseudonyms. Everything text-based. Readers every 10 days vote one off, finalist has a novella at the end. Twitter @FourthFiction: writers and followers fighting back and forth that makes reality genre fun

Generating a lot of interest: write caption to cartoon

Twitter just ripped the doors off interactivity
Whole point is to make it interactive: people are vested in following and participating

Have to take advantage of the viral effect in whatever you’re doing

Now weaned off Twitter, but w/o it, could never have the following have now. Currently publicizing when there are new posts

Twitter is a means to create buzz, tricky if you’re a biz and selling products, can only look at own biz and dynamics to see how to do it.

Once you’re viral, how do you sustain it: Have to offer means for people to become vested

No ROI at this point, but you have to invest for potential returns

Posted in Twitter | No Comments »

Twitter Bootcamp at the Cool Twitter Conference Boston

Thursday, September 10th, 2009

Cool Twitter World Tour Boston 9/10/09
http://bit.ly/ZWTZH

@username = public message that’s targeted

D username = private message

Useful functions and apps

Tiny Url: shortens links so you’re not eating up your precious characters

Tweetdeck

Retweet = RT@username

Via =  attributes RT pattern

Hashtag = # identifying a search term = #CTC

Posted in Twitter | 13 Comments »

Brian Solis’s ‘Conversation Prism’ the dynamics of conversation at Affiliate Summit East #ase09, Part 2

Thursday, September 3rd, 2009

Tons of information from Brian Solis. First we’ll start with some tools for keeping up. See conversationprism.com, but Brian tackles the concept of conversations and how to monitor them for engagement and/or monetization.
This is the second segment of his talk at Affiliate Summit East.

Create a benchmark of social media impact

Look at keyword for you, brand, and your competitor

Document you vs competitor
Do every 6 months at least

Volume

  • Frequency of search terms
  • Reach: retweets, etc.
  • Sentiment: have to do manually, read each and flag the most informative:
  • helps you improve, revise
  • Perception
  • Share of voice: how many times are you mentioned vs. competition
  • Response candidacy and ownership
  • sCRM
  • Trends
  • Ideation
  • Adaptation
  • Unmarketing


Create a linked map of people who influence a particular company, competition or the market

Tweets, link backs, mentions of other people

who are the  –>   KEY INFLUENCERS

Click and see who they are and what relationship they have with the other person

It’s not about influencing the network, but through particular influencers

Someone needs to own Social Media: Chief Social Officer

Posted in Social Media | 4 Comments »