A Few on Evolution – focus on Social …

The discussion has been long lived and still thrive… quite a bit of interesting stories floating around out there in the cloud. Thought I share some I find interesting and start an new series on the evolution of the internet, split into different focus… I’ll start with the social side (media, network etc.). If you have more, which I have no doubt, please share in the comments.

Some outtakes of Disruptive Media Conference 08 (nr 2). Thanks to Björn Falkevik blog for the videos.

Keynote: Neville Hobson on Achieving measurable business results with social media

“Against a backdrop of changing behaviors in society and shifting climates of trust in the workplace, Neville Hobson illustrates what some organizations are doing with social media and how they are achieving measurable business results.”
Some interesting stuff in there with references to “the other” big social networks.

Presentation on SlideShare

Nr1

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Nr2

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“Mediebyråns roll när medielandskapet förändras”
Fredrik Svensson, Creative Director at Starcom, speakes about the changing landscape for media companies and where social media plays a big part. It is all about a good idea, good collaboration between agencies/disciples, to involve the consumer and to see social media as a partner. Some good cases form Svenskafans.com, Guitar Hero and Wesec.com among other…  and its in Swedish…

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Trendspaning: Det är inte framtid. Det händer nu.

Det händer otroligt mycket i de digitala medierna just nu och 2008 kommer sannolikt bli ett år som kommer att kommas ihåg. Annika Lidne från Lidne Inc. guidar genom några av de större trenderna och mer populära tjänsterna och företeelserna.

Presentation on SlideShare

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Interessting small cut on contact points in the digital/socail space. Form the blog of Björn Falkevik.

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Social Media in Plain English

Nicer to have Advertising

MySpace partner with Auditude and launch a “relevant” adverting model for video, following YouTube’s October launch. Myspace us Auditudes content detection system to identify copyrighted content and serve relevant advertising, even on user-submitted video. Warner Music Group is first out to apply this model (on My Chemical Romance’s cover of Desolation Row and U2’s new single Get On Your Boots) where users get an overlay with links to the artist (more info) and “buy at Amazon” button. Over a 24 hour period they got a 1.2% CTR on the ads… which will most likely entise them to move his program forward. Google’s program is somewhat different, where the content owners get the possiblility to post ads on there own videos and others (via ID’s).  – via TechCrunch
There we go, a more relevant and somewhat transparent model that actually give value to the consumer and the advertiser. Like LastFM on video, kinda. I think this is definetly a step in the right direction, thinking user and advertiser here – or as YouTube puts it “We’re happy when we can help YouTube users enjoy the content they love, and we’re happy when we can help our partners build their businesses online – but we’re happiest when we can do both.” Potentiall? Ooh ya, this is a product owners wet dream. Just think integration – TV/Print/display ads for XX pointing to interesting stories around product on YouTube, linking to product and buy. Buypassing that boring campaign site but still providing a action to buy… Next, as seen on TV.

(Ok, it seem that when and who’s first when it comes to this is slightly uncear… but in general this should be correct)

Obama on CNN RSVP Facebook

Just RSVP:d to Barack Obama Inauguration on January the 20th via Facebook along with 500 000+ confirmed guests. This historic event will be streamed live at CNN.com Live. Another brilliant move on the part of Obama “marketing”, Facebook (use of Facebook Connect) and CNN.
See you all there…

Btw. check out the +54K comments, sorry, wall posts, they are both very entertaining and very scary…
– thanks to Johan for the heads up.

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The Value Exchange

We are now knee deep in and learning to approach, interact and profit from the new social/2.0(5) web. Starting in 07 there was many predictions made on where we are headed and how we will arrive (at the end of this post there are some links). Ad-age has an interesting continuation to the story from bloggers on the Power150 blog-ranking index. They were asked to elaborate on what technology marketers should be paying most attention to in 2008. I think a clear picture emerges – apparent in this article and thought other conversations on the future (08). Here is my take on this cake… My list of kit (in no particular order)…

Micro-content
As Tom Martin (Positive Disruption) “With the cost of production and distribution of digital content rapidly approaching zero… the opportunity to create branded micro-content that consumers will invite into their lives becomes a financial reality with a huge ROI upside…” a.k.a widgets etc.. This I think is one of the strongest channels out there right know, at least when it comes to actual advertising to the consumer. Here we have a way of providing relevant, targeted, interactive, inviting and social (if applicable) branded stuff that the consumer can actually use. You know not jam down the trough just a gentle whisper… this is already taking of (been for a while now) and seem to be working. Now we just need be clever.

Mobile – the natural extension and Holy Grail of relevant and useful.
Take this micro-content/widgest/apps and make them work on mobile platforms as well and we are now adding an limitless dimension. Marie Lena Tupot (BrandNoise) “Mobile apps. But not in a whiz-bang, over-the-top manner; the sort of incremental mobile apps that make ordinary things even easier, like let you pay back friends on the fly, split the check at restaurants, pre-order your coffee so you can bypass the line at a local café, pay your belated phone bill, donate to your political candidate …” It is just logical right? I would love to have all my coffee related expense (here in Sweden there is a lot of “fika” going on or hanging at the local Starbucks for you Americans) taken care of by my phone, that would be great. And while one is at it just add a café rating (maye even Twitter) to this and one can be social as well. Further support to this is recent study by eMarketer on mobil ads.

Mico-blogging – or shall we call it Twittering?
While on the topic of Twitter and mobile integration… Peter Imbres (Point Oh!) – “The most important technology for marketers to understand right now is Twitter and some of the other micro-blogging platforms. It’s less a question of how they can directly apply this technology than how they need to understand collective conversations. Some of the most influential people in several different verticals are engaged in a dialogue at any given time on these platforms, and it provides a unique opportunity for brands to reach stakeholders when they’re actually listening, which is rare in many of these emerging media categories. The media outlets and politicians are starting to get it, hopefully other marketers won’t be too far behind.”
Clearly a great opportunity here, now how harness? I am not yet an active user of this medium so limited understanding, but it seem to be contagious if one has a large following… Very cool with the built in mobile support.

The Blog – the organic SEO
The (traditional?) blog must be one of the greatest things to have taken foothold in the last years. It is just great for all. Consumers benefit for the information and the multitude and companies benefit from information, advertising (it is like free adds space and it builds rep and cred) and the feedback (if dare). And it is all very social as well… and best of all for web sites; relevant streaming content.
Kevin Tomczak (PowerUp) – “Blogging continues to be one of the most influential communications channels for B2B marketers in 2008. This channel is a precursor to a true social network, and allows companies to continue the conversation beyond our traditional touch points. Yesterday’s mass marketing strategies don’t work — we’re on the customer’s time, and by keeping conversations going through blogging, we’re increasing the chance that we’ll be present when the customer needs our product or service.
We’ve also just begun to scratch the surface of the SEO benefits of blogging. In the US, roughly 80% of internet use (excluding e-mail) begins with a search. And a majority of business purchasers use the internet for research before a purchase is made. Blogging gives a company a lot of content containing a lot of keywords, and, with a lot of incoming and outbound links, that’s SEO gold.”

Yep, so true for both B2B and B2C. Be visible through content. More visitors and more time spent with brand

SEO
Joost de Valk (Joost de Valk’s SEO Blog) – “The technique/technology most worthy of any marketer’s attention is SEO. It’s the cheapest and best way of getting quality traffic to your domains. Especially due to the emergence of so-called universal search, ie. the integration of the results from vertical search engines like images, books and local into the “main” search results, more chances of driving cheap, high-quality traffic have come up.”
With the right (relevant to your target) content, linking and media one can go far… Throw in some local targeting and we are even better. Andy Wibbels (AndyWibbels.com) – “Local search. Consumers are learning they can find resources not just across the globe, but down the street. “Findability” is crucial, whether you are a global organization or local mom-and-pop. “
Nutshell – worth time and money invested.

Video – the face to face web revolution
Well no surprises here. It is now very quick and cheap to produce, it gives great effect and it is more fun. (or is it just that it is like TV and we are all used to and liking that?). I also believe it brings a more human aspect to content and to the web – you know, face to face, it is always more powerful. And yes very social web friendly.
Paul Chaney (Conversational Media Marketing) – “Online video/TV is the technology to watch in ’08. There seems to be a seismic shift toward digital distribution of video content, more and more video sites are being created, and there is a small camera revolution going on (which includes webcams) that portends a continued rise in user-generated video content. YouTube was just the beginning. Now, there’s ooVoo
, seesmic, Revver Jumpcut … the list goes on and on. Oh, and FastCompany.TV that Scoble just inaugurated. Add to that the fact that people are scurrying to their computers in droves to watch television programs which, themselves. More than any other technology, including social networks, online video is it.”

Niche
It is all about the niche. You can find or distribute anything you want, on any topic… and people will find it… Start/join groups on social networks, start blog, even start a social network. I mean it is natural conversation on topics you are passionate about. Now for the marketers there is a need for some thinking to get into this kind of conversation with some relevance.John Ebbert (ContextWeb Internet Advertising Blog) – “…Marketers need to understand the impact of the media fragmentation now occurring as users migrate await from portals and large sites to smaller, niche content sites, and how one of the key technological beneficiaries of this trend — online advertising exchanges — will create new opportunities for marketers seeking to improve ROI.”

In-game advertising
Believe that this is the next channel for large scale branding and advertising… Kinda like product placement in TV that is so blissfully annoying , but with relevance. Like this – walking around a beautifully rendered true-to-life city scape (…maybe hunting aliens or under attack from the enemy, but anyway;) and seeing all these signs, posters, products, details that are most of the time very badly executed or just a brand ripoff… it is a shame to ignore details like this and undermine the surrounding work. To the point, these spaces are being opened up to advertisers and brands. This is great, we get detailed product in its relevant environment to complete the picture and cheaper/free/better games because of revenue. Big opportunity for advertiser of course.

The content marketing movement
Kinda sums it up…
Joe Pulizzi (Junta 42) – “The single biggest issue/technology that deserves the most attention is not a site or an application, but more an organizational philosophy. It’s the content marketing movement — which is the philosophy of marketing services not by traditional methods, but by delivering valuable, relevant and compelling content to customers and prospects on a consistent basis. This is being done through all media platforms, and we are seeing companies like P&G and Nike put a large amount of money and resources into these efforts.”

For those about to rock

After a good lunch with and old friend and a productive meeting I decided to venture into a very dangerous place – HI-FI Klubben – a small Swedish chain of quality audio/video stores. Now being a avid music fan and a hobby musician (guitarist) I am addicted to (need) good speakers and stereo equipment. It helps being a anything high tech junky as well… This place just make you smile, and needless to say I was on the hunt, again. This time for a speaker dock/stereo for my iPhone. Which they had a really nice version of from B&W. Delivery end of March, which is a long wait. And they also happened to have a nice pair of speakers I so desperatly need. Not sure that my girl will appreciate another pair of large speakers in the house but… Either way, this reminds me of something else, this store has one of the best tag lines/selling line I know –

HIFI Klubben - Tag Line - Bad Sound Kills Good Music

I think this is just brilliant. It is straight to the point, it has attitude, it fits with what they sell and convey with their stores and it hits the target audience sport on. Someone like me for example.

For those so incliend, here is the very reasonable shopping list –

B&W Zeppelin iPod/Phone dock
B&W 683
www.bowers-wilkins.com is also a very excellent site to check out. Full of nice imagery and info.
Talking about good site about this kind of stuff don’t miss – Bang & Olufsen. This is a another visually and functionality brilliant site which let’s you customize your experience. And they have cool products as well.