Dana VanDen Heuvel | The MarketingSavant Group dana

Transcription

Dana VanDen Heuvel | The MarketingSavant Group
dana@danavan.net | www.marketingsavant.com
Dana VanDen Heuvel
The MarketingSavant Group
Dana VanDen Heuvel
The MarketingSavant™ Group
www.marketingsavant.com
dana@danavan.net
920.819.0742
Dana is the founder of The
MarketingSavant Group and a
widely recognized specialist in
emerging marketing technologies
such as blogging, social media, RSS,
Internet communities and
interactive marketing trends and
best practices and speaks regularly
on these topics at industry events.
Dana is the creator of the American
Marketing Association
“TechnoMarketing” training series
and the author of the AMA
Marketech ’08 guide to marketing
technology.
Marketech ‘08
Marketing has not fundamentally
changed since the creation on the
marketing concept and our branching
out as a child of modern economic
theory. What has changed is how we,
as marketers, talk with our customers
and the tools, techniques and
especially the technologies that we
employ in those conversations.
This guide is meant to serve as an
overview of the marketing
technologies available to you, the
seasoned marketer. We’ve provided
you with the most accessible and
actionable tools in this guide.
TO APPRECIATE NEW MARKETING:
FIRST YOU HAVE TO UNDERSTAND
WHAT’S BROKEN WITH
TRADITIONAL MARKETING.
4
TRADITIONAL MARKETING & ADVERTISING
ADVERTISING CLUTTER
MEDIA FRAGMENTATION
CONSUMERS TUNED OUT
DOESN’T SCALE
LESS EFFECTIVE
MORE EXPENSIVE
LESS TRUSTED
LOWER ROI
5
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18%: Proportion of TV advertising campaigns generating positive ROI
54 cents: Average return in sales for every $1 spent on advertising
256%: The increase in TV advertising costs (CPM) in the past decade
84%: Proportion of B2B marketing campaigns resulting in falling sales
100%: The increase needed in advertising spend to add 1-2% in sales
14%: Proportion of people who trust advertising information
90%: Proportion of people who can skip TV ads who do skip TV ads
80%: Market share of video recorders with ad skipping technology in
2008
95%: The failure rate for new product introductions
117: The number of prime time TV spots in 2002 needed to reach 80% of
adult population – up from just 3 in 1965
3000: Number of advertising messages people are exposed to per day
56%: Proportion of people who avoid buying products from companies
who they think advertise too much
65%: Proportion of people who believe that they are constantly
bombarded with too much advertising
69%: Proportion of people interested in technology or devices that
enable them to skip
or block advertising
6
Source: Justin Kirby & Paul Marsden (2006). Connected marketing. Oxford, UK: Butterworth-Heinemann. xix
Crisis In Mass Marketing
WHAT’S CHANGED?
"We can't compete on
price. We also can't
compete on quality,
features or service.
Dilbert’s Boss
cc 3.0, Megaqwerty
That leaves fraud, which
I'd like you to call
marketing."
CONTENT
CONTEXT
CONNECTIONS
COMMUNITY
Marketing Into the Future
Marketing in the education,
corporate, non-profit and small
business environments is changing
in ways that we’re just beginning to
grasp.
Technological
Social/Behavioral
The changes we see are taking
shape on three fronts.
Economic/Market Forces
Technology Changes Marketing
 Social media
 Video
 Widgets & gadgets
 Mobile Everything
 Virtual everything
 Universal search
 Web 2.0/3.0/4.0
Where Everything Is Headed
Today
Digital
Non-Digital
1996
2006
Source: Google
2050?
The
Revolution
will not be
televised
~ Gil Scott Heron
Information Proliferation
 Media Fragmentation - Then, and Now
1960
6
8,400
4,400
None
None
None
Now
TV channels/home
Magazines
Radio stations
Internet stations
Pages on Google
Blogs
130
17,300
13,500
35,000 +
10 B +
150 M +
360 Digital Marketing World
Online
Media
Community
sites
eNewsletters Email
eMail eCards
News
Syndication
Special
Interest
Blogs
Manifestos
Blog Search Engines
Conversations
Search Engine
Optimization
Photo Blogs
Keyword
Marketing
Listservs
Message Boards
Social
Computing
Influencer
outreach
Blog Aggregators
Chat
Rooms/Events
Portals
Real Simple
Syndication (RSS)
Content Partnerships
Search
Citizen
Action
eAlerts
Meetups
Text-messaging
IM
Wikis
Press Rooms
Online
Web Sites Viral Games &
w/RSS
Content Contests Advertising
Folksonomy
Social
Bookmarking
Digital
Devices
Phones
DVR
(Tivo)
PDAs
Game
Consoles
eAdvocacy
Digital Radio
VBlogs
Podcasting
Webcasting
Microcasting
Source: Ogilvy
20
Social Media Starfish
Source: Darren Barefoot & Robert Scoble - http://www.flickr.com/photos/dbarefoot/1814873464/
Social Behavior Changes Marketing
 Search
 Networked
 Low-fidelity
 Hierarchy of social needs
Social Hierarchy of Needs
Physiological
Food clothing Shelter,
health,
System access, retain
management of system
identity
Security and Safety
Protection from crimes
and war, living in a just
society
Protection from hacking
and trolling, privacy, level
playing field
Social
Ability to give and
receive love, belonging
to a group
Belonging to a
community as a whole,
and swarms (subgroups)
Self-esteem
Ability to earn self
respect, respect of
others and ability to
contribute
Ability to contribute and
be recognized for those
contributions
Self Actualization
Develop skills
Take on new roles and
new opportunities
Adapted by Amy Jo Kim - http://socialarchitect.typepad.com/
Building Blocks of the Social Web
Identity
A way of uniquely identifying people in the
system
Presence
A way of knowing who is online, available or
otherwise nearby
Presence
Relationships
Sharing
Conversations
A way of talking to other people through the
system
Identity
Conversations
Reputation
Groups
Relationships
A way of describing how two users in the system
are related
Groups
A way of forming communities of interest
Reputation
A way of knowing the status of other people in
the system
Sharing
A way of sharing things that are meaningful to
participants (like photos or videos)
Gene Smith: http://www.atomiq.com
Focus on the “Long Tail”
 Reach out to the entire web
 To the edges and not just to the centre, to the
long tail and not the just the head
 Leverage customer-self service
e.g. Google, StumbleUpon, orkut
Harnessing Collective Intelligence
Network effects from user
contribution are the key
to market dominance in
Web 2.0 era
 Amazon, ebay - User
reviews, similar items,
most popular,
The Wisdom of
crowds
 Wikipedia – content
can be added/edited by
any web user,
Users add value
 Flickr – tagging images
 Cloudmark – Spam
emails
PEOPLE WANT IN…
28
The New Economy of Marketing
 ROI is within easy grasp (for you, and them!)
 Can your R&D keep up with your market?
 Transparency reduces cost
In the future, organizations will compete on:
 Who can create a rich user community where
users interact with each other to improve
products
Internet Business Models – 5Years Out

Advertiser-Supported Advertising: Brands are increasingly launching their own content
platforms. Some, like Budweiser's BudTV, go it alone. Others partner with online media
properties. P&G, for example, embedded Capessa inside Yahoo Health.

Advertiser-Subsidized Devices: Content is a commodity. The barriers to entry are
obliterated. Still, this means we all need to make choices - human attention doesn't scale.
So how do you get consumers to choose your stuff? Simple. Use incentives.
Marketers will partner with consumer electronic companies to co-brand white-label
gadgets. For example, a Gap-branded set-top box could come with exclusive video
podcast subscriptions

Just-in-Time Advertising: Digital advertising creative and planning, like any marketing
discipline, follows an arc. It's planned, placed, measured and eventually evaluated,
tweaked or tossed. However, in the digital world, brands need to be more nimble.
With the help of new technology, marketers will rely on "just-in-time" campaigns that
adapt to conditions. Ad creative will morph based on certain triggers. This will include
sales/ERP data, blog chatter/consumer feedback, weather/external conditions and more.
Out With the Old Business Models
The next generation of
marketing will be a hightouch, low scale, targeted
investment of time & human
capital rather than a flood of
dollars to win hearts and
minds
 Give something of
value away for free
 “Value forward”
 Brand second (last?)
 Rapidly emerging
opportunities
(skunkworks budget)
 Participation trumps
focus group
Emerging Economies Lead Future Online
Growth
Netherlands
Online Penetration in 2011
100%
World averages in 2011
US
Singapore
Norway
UK
Sweden
75%
Japan
France
Israel
Canada
Germany
50%
Italy
Czech Republic
Australia
UAE
Bulgaria
Russia
Saudi
Arabia
Chile
25%
China
Philippines
Argentina
Mexico
South
Africa
Brazil
0%
0%
Romania
5%
Egypt
Indonesia
10%
CAGR of Online Population (2006 to 2011)
Note: Not all countries are included. Size of bubble indicates relative size of the online population in 2011.
Source: JupiterResearch Worldwide Internet Population Model, 5/07
India
15%
Web 3.0 for Marketers
 Open authorship, wiki-base community
 Nuanced permission
 All media is rich media
 Local/GEO IP is
perfected
 Personas are the new target markets
 Device agnostic marketing experience
 ‘Search’ behavior is second nature
 Marketing has always been unplugged
 Virtual reality has always been available when the real thing failed
 Brand’s autobiography written in real time
Web 4.0 for Marketers
 The “Emotive Web”
 Wi-Fi everywhere
 Transmission infrastructure transparent
(think Apple TV)
 Recognizing needs in stationary/mobile use
 News only online (mostly)
 Electrons beat paper, print, hardware,
devices…
More Buzzwords to Ponder
 Web as a platform
 Software above a single device
 Data as the new “Intel inside”
 Harnessing collective intelligence
 Lightweight business models (Saas)
 Rich Internet applications
 Leverage the long tail
Marketech ‘08
marketing concept and our
branching out as a child of modern
economic theory. What has changed
is how we, as marketers, talk with
our customers and tools, techniques
and especially the technologies that
we employ in those conversations.
seasoned marketer. We’ve provided
you with the most accessible and
So Much to Learn - Reading!

Naked Conversations: How Blogs are Changing the Way Businesses Talk with Customers (Robert Scoble)

The Medium is the Message (Marshall McLuhan)

Complex Responsive Processes in Organizations: Learning and Knowledge Creation (Ralph Stacey)

The World Is Flat: A Brief History of the Twenty-first Century (Thomas Friedman)

Informal Learning: Rediscovering the Natural Pathways That Inspire Innovation and Performance (Jay
Cross)

Deschooling Society (Ivan Illich)

The Innovator's Solution: Creating and Sustaining Successful Growth (Clayton Christensen)

The Cluetrain Manifesto: The End of Business as Usual (Christopher Locke)

Convergence Culture: Where Old and New Media Collide (Henry Jenkins)

The Wealth of Networks: How Social Production Transforms Markets and Freedom (Yochai Benkler)

Open Business Models: How to Thrive in the New Innovation Landscape (Henry Chesbrough)

The Long Tail: Why the Future of Business is Selling Less of More (Chris Anderson)

Wikinomics: How Mass Collaboration Changes Everything (Don Tapscott)

Seeing What's Next: Using Theories of Innovation to Predict Industry Change (Clayton Christensen)

Technological Revolutions and Financial Capital: The Dynamics of Bubbles and Golden Ages (Carlota
Perez)

The Social Life of Information (John Seely Brown)

The Wisdom of Crowds (James Surowiecki)

Complexity and Innovation in Organizations (Jose Fonseca)
Dana VanDen Heuvel | The MarketingSavant Group
dana@danavan.net | www.marketingsavant.com
NCMPR – Mobile Marketing
Dana VanDen Heuvel
Internet communities and interactive
marketing trends and best practices
and speaks regularly on these topics
at industry events. Dana is the
creator of the American Marketing
Association “TechnoMarketing”
training series and the author of the
AMA Marketech ‟08 guide to
marketing technology.
Dana VanDen Heuvel
dana@danavan.net
920.819.0742
Marketech „08


branching out as a child of
modern economic theory. What
has changed is how we, as
marketers, talk with our customers
especially the technologies that
seasoned marketer. We‟ve
provided you with the most
accessible and actionable tools in
this guide.
EXPECTATIONS!

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
What brought you here?
What do you need to bring
back?
How will you know when you
have it?
What do you expect to DO?
How should success LOOK,
FEEL and SOUND?
MOBILE
What Exactly Is “Mobile
Marketing”?


Marketing through the Mobile Channel, “Mobile
Marketing,” …is a child born of the Internet
revolution, and it is critical that today‟s marketers
grasp its significance. It is one of the first new
channels to arise in over 50 years…(MMA)
Three main services compromise the core mobile
marketing channels
 (SMS)
short/multimedia message service marketing
 Location-based marketing
 Mobile broadcast advertising
The Mobile Marketing Ecosystem
Source: Mobile
Marketing Association
Technology Advances Changing Landscape
for Portable Devices
Productivity
Entertainment
Nokia N95
Pearl
• Push Email
• MS Apps
• Browser
• Camera
iPhone
• Wi-Fi
• GPS
• Safari browser
• Camera
• Video Camera
• 1GB-8GB
• Media player
• Maps
• Bluetooth
• Widgets
Mobile Penetration is Beyond Mainstream
US Wireless Subscribers
207
Total Number of Wireless Subscribers
233
243
251
258
263
268
273
300
100%
250
80%
200
60%
150
40%
100
20%
50
0
0%
2005
2006
2007
2008
2009
Existing subscribers
Percentage of US population
Source: JupiterResearch Wireless Model, 8/07 (US)
2010
2011
New subscribers
2012
Percentage of US Population
(in millions)
US SMS Revenue
$25
(in billions)
100%
$20
80%
$15
60%
$10
40%
$5
20%
$0
0%
2005
2006
2007
SMS revenue
2008
2009
2010
SMS penetration
Note: Penetration reflects monthly use or more frequently
Source: JupiterResearch Wireless Model, 8/07 (US)
2011
2012
Percentage of US Mobile Subscribers
Flat Rate Pricing on SMS Is Driving Rapid
Growth
Wildcards Could Change the
Industry Dramatically
Apple sells ring tones
Openness
Ubiquitous IP Cloud
Starbuck’s offers access
Google subsidizes access?
Fixed line telephone goes away in all
IP world?
Google buys spectrum?
But Mobile Media Consumption Remains Niche
Communication
Personalization
Teens
Entertainment
Productivity
Communication
Personalization
Adults
Entertainment
Productivity
0%
20%
40%
60%
80%
Percentage of Cell Phone Owners
2005
100%
2006
Question: During the past six months, which of the following activities did you do at least once on a cell phone? (Select all that apply.)
Source: JupiterResearch/Ipsos-Insight Teen Survey (11/05), n = 1,438 (online teen cell phone owners/users
ages 13 to 17, US only); JupiterResearch/Ipsos-Insight Teen Survey (11/06), n = 1,439 (online teen cell
1. Don‟t bore your consumers to death
13
1. Don‟t bore your consumers to death
14
2. Why should my brand be there?
Online
Media
Community
sites
eNewsletters Email
eMail eCards
News
Syndication
Special
Interest
Blogs
Manifestos
Blog Search Engines
Conversations
Search Engine
Optimization
Photo Blogs
Keyword
Marketing
Listservs
Message Boards
Social
Computing
Influencer
outreach
Blog Aggregators
Chat
Rooms/Events
Portals
Real Simple
Syndication (RSS)
Content Partnerships
Search
Citizen
Action
eAlerts
Meetups
Text-messaging
IM
Wikis
Press Rooms
Online
Web Sites Viral Games &
w/RSS
Content Contests Advertising
Folksonomy
Social
Bookmarking
Digital
Devices
Phones
DVR
(Tivo)
PDAs
Game
Consoles
eAdvocacy
Digital Radio
VBlogs
Podcasting
Webcasting
Microcasting
Source: Ogilvy
15
3. Understand the role of mobile
16
4. Yes - mobile can be creative
17
4. Yes - mobile can be creative
18
4. Yes – mobile can be creative
19
4. Yes – mobile can be creative
20
5. There is always more than mobile
21
5. There is always more than mobile
22
6. Build new contexts for your brand
23
7. Game changer - flash
24
7. Game changer - search
25
7. Game changers - mtv
26
7. Game changer – PC2M
27
Why Is Wireless Critical for My
Brand?


89% of Major Brands Planning to Market via Mobile Phones by 2008; Mobile
Marketing to Accelerate with More Than Half of Brands Planning to Spend up
to 25% of Marketing Budget (Airwide Solutions)
There are over 202 million mobile subscribers in the US today


Nearly 75% of mobile phones are text message capable with over 95 million
people sending text messages every month



In January 2005, mobile phone subscribers sent 1 billion text messages
By December 2005, that number grew to 7.3 billion text messages
Over 115 million users own color screen, web-enabled phones



68% of the US population owns at least 1 mobile phone
58% of mobile subscribers rely on their phones for a non-voice data service
The number of multimedia mobile phones in the US doubled in 2005 as
consumers are quickly adopting new services
Over 1.2 million mobile users experienced Mobile Video in 2005, with
adoption projected to grow rapidly throughout 2006
Sources: 1 – US Census; Carrier supplied data; 2 – M:Metrics Study 2005; 3 – CTIA, 2005; 4 – In-Stat 2006
Sources: 1 – US Census; Carrier supplied data; 2 – M:Metrics Study 2005; 3 – CTIA, 2005; 4 – In-Stat 2006
via: Juice Wireless
SMS – The State of Mobile
Marketing

SMS is a text-based
system in which
approximately 80 to 100
character messages
appear on mobile phones
[In 2004] Worldwide there [were] over 1.7 billion mobile
subscribers - surpassing the total number of landlines.
In 2004 they exchanged nearly 600 billion SMS (Text)
messages.
-AdWeek
SMS - How to Use It
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Quizzes and Games
Speed Quizzes
Polls and Voting
Free Text Response
Loyalty programs
Instant Win and Sweepstakes
Custom programs
Subscription Services
mCommerce
Supply chain integration
Provide real, valuable content
Notifications of availability or promotions
Answers to questions
Alerts that offer loyal customers short-term discounts
Why It Benefits You




Extend the reach of the brand beyond the desktop
Connect with younger demographic
Connect with consumers at the right time AND the right place
Increase brand awareness and generate direct response





Research shows an 8% - 41% lift in brand awareness
Average response rate is 2-12% from ad model
Position your brand to influencers and forward-thinking
mavens who share knowledge about products, services and
entertainment
Reach loyal, active, involved, paying subscribers
Generate buzz and break through clutter in an innovative
and personal medium
Source: Vindigo
Who‟s Using It?

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




Microsoft
Adidas
Tylenol
McDonalds
Subway
Sprite
CNBC
AIG
eBay
Discovery Channel
TaylorMade Golf
Example: Food Network
Local SMS Success




Meijer Inc., gas prices, cost
conscious consumers
Customer skepticism
overcome by value
2.5B cell phones, globally
95 million Americans text
messaging
“Contests and sweepstakes that
require consumers to enter
via text message are among
the most popular campaigns
so far.”
Source: Houston
Chronicle, AP
Local SMS Success




Meijer Inc., gas prices, cost
conscious consumers
Customer skepticism
overcome by value
2.5B cell phones, globally
95 million Americans text
messaging
“Contests and sweepstakes that
require consumers to enter
via text message are among
the most popular campaigns
so far.”
Source: Houston
Chronicle, AP
Experiment: SMS Google
1.
2.
3.
4.
5.
6.
Grab your phone
Go to “SMS”
To: 46645 (googl)
Type: “weather 43215”
Wait for the Columbus
weather report
Try movies, directions
(especially cool!) and
sports
Mobile Devices: Target Marketing
We’ve all heard of or experienced the multitasking teen doing four things at once on their broadband
connected computer and moving between text messaging cell phones, iPods, game machines and
video players.
The next group up, the 21- to 34-year-olds (I'll call them “Generation B” for the Broadband
Generation) have lived with the internet for the past 10 years, had broadband wired dorms with
PlayStations and Xboxes, found their dates, jobs and housing online, and now consume most of
their news online.
Here is how to take advantage of this new category:
 Think video. Can your product or service be explained and marketed with video instead of text
and flash banners? You have a receptive audience out there.
Watch the video game and film markets. They are already heavily using video trailers, ads and
integrated broadband messages that resonate well with Generation B.
Think speed. Check out a game at EB Games or Best Buy. Notice the speed of the action, the tight
integration of music, action and imagination. Slowness will bore Generation B. Think fast, witty
and entertaining -- especially if yours is a consumer product not usually associated with these
traits.

Games = Movies = Entertainment.
37
Source: Mark Friedler, CEO and co-founder of Gigex, Inc./GameDAILY / imediaconnection.com
Mobile Devices: Games Advertising
Game content offers
marketers a way to connect
with consumers on a deeper,
more meaningful level.
Audience
Targeted and efficient reach into the teen and young adult male buying
demographic, an audience that has shifted billions of hours of media attention
out of television and into video games.
“. . . the mass medium of games is
tracking to reach $42 billion by the
end of the decade. Often referenced
as the most immersive form of
media ever invented, the influence of
video games inescapable and steals
countless hours from millions of
gamers across the globe. Analysts
are predicting a growth curve for ingame advertising that outpaces the
growth of online and follows suit with
what has already happened: gamer
hours surpassing time spent on the
internet.”
Engagement
Video games by their very nature are the only medium that can command the
audience's attention with limited to no multi-tasking.
In-Game Branding: Get In While It’s Hot 2007
Relevance
Build relationships with game consumers in their world versus interrupting them
in yours. The key is to move beyond a skyscraper or 30 seconds between shows
and introduce your brand into the entertainment, taking a lead role in the action.
Accountability
If a brand invests in a 30-second placement, it is guaranteed the ad will be seen
on screen for that period of time, a commitment no other medium provides its
customers.
Mindshare
Look at the numbers: 67.8 million gamers have yet to be reached by an in-game
ad. Research to date indicates that the combination of storyline engagement and
brand signage offers the greatest lifts in awareness and brand affinity.
Source: imediaconnection.com
Mobile Devices: Games Revenue
On-portal mobile game revenue jumped 61 percent year-to-year to $151 million in 4th
Qtr’06. Nearly 17.4 million mobile consumers downloaded a mobile game last
quarter, up 45 percent from a total of 12 million downloaders a year ago.
On-Portal Mobile Game Revenue and Audience Size Trending (U.S.)
Q4 05
Q1 06
Q2 06
Q3 06
Q4 06
Number of
downloaders
12.0M
12.8M
13.5M
15.7M
17.4M
Total Quarterly
Revenues
$94M
$134M
$141M
$140M
$151M
39
Source: Telephia Press Release, 3/5/07
Projections for increased revenues could be well justified based on the
results from a recently released study conducted by Nielsen Entertainment
on behalf of Microsoft-owned in-game advertising specialist Massive Inc..
The research showed that:
Average brand familiarity increased by 64% due to in-game ads on
Massive‟s network.
Average brand rating increased by 37%.
Average purchase consideration increased by 41%.
Average ad recall increased by 41%.
Average ad rating increased by 69%.
40
Source: 10/24/07 Research Brief from MediaPost
Mobile Devices: Game Ad Formats
Advertising
Format Description
Advergames
Custom-made games specifically designed around a product or service (e.g. Burger King
– Sneak King)
Dynamic In-game
Advertising elements within a connected game itself, that can be dynamically changed
depending on location, day of week and time of day.
Inter-level Ads
Display or digital video ads shown during natural breaks in gameplay, such as between
levels or between rounds of play.
Game Skinning
Includes game sponsorship of display units around the game, and/or custom branding
integration into the game.
Product
Placement
Integrated brand messaging, sponsorship and/or products into a game.
Sponsorships
Advertiser owns 100% share-of-voice in and around an existing game, such as
sponsorship of a tournament, zone, or session of gameplay.
Static In-game
Advertising elements within a game that may not be changed. This type of ad format is
also referred to as “Hard-Coded” advertising.
Post-Game
Ads shown following completion of the game.
Pre-Game
Display or digital video advertisements shown before gameplay begins as the game is
loading.
41
Source: Interactive Advertising Bureau, October 2007
Adidas in Power Football
Gameplay attributes are assigned
to each of the Adidas shoe models that the player chooses from.
Corresponding gameplay attributes match the brand attributes of each
shoe, delivering product education and virtual sampling. General
branding is throughout the game via signage, branded ball, branded
apparel and an instant replay sponsorship. An Adidas tournament
within the game offers prizing and the opportunity to play in a live
soccer game with the Adidas "stars," including David Beckham.
Pontiac in College Hoops 2K7
The Pontiac-sponsored NCAA Final 4 tournament in College Hoops
2K7 mirrors the actual NCAA tournament, including all of the brackets
with team drafting and online play. The top four gamers in the Pontiac
Virtual NCAA Final 4 public tournament will win a trip to Atlanta to play
the Final 4 match-ups at a live event. In addition, four Pontiac Game
Changing Performances -- plays that turn the tide and change the
outcome of the game -- will be selected from games played during
each round of the virtual tournament.
42
Source: imediaconnection.com
Mobile Devices: Music / Video Ads
TiVo‟s „TiVoToGo‟ offers recordings in formats
specifically for the Playstation Portable and the video
iPod. It allows users to transfer their personal playlist
of videos to a handheld device.
‘TiVo Product Watch' offers advertisers a way to reach TiVo subscribers who are actively looking
for products ("In Market") with advertising content and information.
•TiVo Product Watch will deliver targeted, relevant advertising content, from more than 70
advertisers and 100 leading brands, from up to five different product categories including
Automotive, Entertainment, Financial, Lifestyles, and Travel and Leisure.
•TiVo subscribers will be able to create searches and select advertising content, ranging from one
minute to 60 minutes, from any of the five different product categories of interest and have it
delivered directly to their Now Playing section of the TiVo service.
•TiVo Product Watch will also offer subscribers the ability to create a search based on their favorite
brands and opt-in to receive video content directly from that company on an ongoing basis.
43
Source: TiVo
Vendors & Resources






Mobile Marketing Association - mmaglobal.com
The Hypefactory - thehyperfactory.com
Vindigo - vindigo.com
Juice Wireless - juicewireless.com
Kwead (international) - kwead.com
Case studies - each of the vendors + the MMA has
several - they‟re all here to help
Best Practices







The Mobile Marketing Association has the
guide on best practices for mobile marketing.
http://www.mmaglobal.com/bestpractices.pdf
NO unsolicited messages. Period.
Permission based, opt-in
Respect privacy, permission and opt-out
Make it easy
Multiple entry points (web, text)
Identify subscription content
Offer something unique, exclusive to wireless
Mobile marketing works…
1.
2.
3.
4.
5.
6.
7.
46
Don‟t bore consumers to death…
Why should any brand be there?
Understand the role of mobile
Yes – mobile can be creative
There is always more than mobile
Build new contexts for the brand
Some game changers
Video, Podcasting & “Mobcasting”
Dana VanDen Heuvel
Dana VanDen Heuvel
dana@danavan.net
920.819.0742
Internet communities and interactive
marketing trends and best practices
and speaks regularly on these topics
at industry events. Dana is the
creator of the American Marketing
Association “TechnoMarketing”
training series and the author of the
AMA Marketech ‟08 guide to
marketing technology.
Marketech „08


branching out as a child of
modern economic theory. What
has changed is how we, as
marketers, talk with our customers
especially the technologies that
seasoned marketer. We‟ve
provided you with the most
accessible and actionable tools in
this guide.
EXPECTATIONS!





What brought you here?
What do you need to bring
back?
How will you know when you
have it?
What do you expect to DO?
How should success LOOK,
FEEL and SOUND?
What is Viral Video?


The term viral video refers
to video clip content which
gains widespread popularity
through the process of
Internet sharing, typically
through email or IM
messages, blogs and other
media sharing websites.
Viral videos are often
humorous in nature and may
range from televised
comedy sketches and
unintentionally released
amateur video clips.
Source: Wikipedia
5 Basic Tenants:
1.
2.
3.
4.
5.
Short
Edgy
Funny
Big Finish
Topical
State of Online Video



While online video is not new, the channel has hit a rapid
acceleration in the past 18 months
Startups like YouTube are becoming more popular than
many traditional media sites.
Fifty-seven percent of online adults have used the internet to
watch or download video, and 19% do so on a typical day.
(The Pew Internet & American Life Project)
YouTube
Nieman Marcus celebrates 100th
anniversary with You Tube home
page presence and YT videos.
YouTube







Serves your video
Extends reach through easy to use links and codes that
even technology challenged me can insert
Provides statistics on page views
Provides statistics and links on websites that link to your
video
Comments turn YouTube into social networking
Voting and favorites provide the "power of crowd"
recommendations
Creating a channel allows you to provide information
about your organization or the brand. It also creates a Go
To Space where you can store all of your videos.
Redefining YouTube


Vast majority view videos they receive from friends,
or search for specific content.
But YouTube, at its heart, is a community that is built
on video
 Defined
rules
 Factions
 Core
audience “lives” in YouTube
Prevailing Myths





Online video is a new
channel.
Quality of the video is what
determines its popularity.
Online video marketing is
about contests.
"Tagging" my video with
keywords will get them seen
Paying for a well-produced
video will increase my
brand's ROI.



After consumers watch
my videos, they'll visit my
site and buy.
I can post my brand
videos on my website to
get them seen.
We'll never really
measure the impact of
online video.
Online Video Users & Spending
Still small part of media mix…
But reach & spending on rapid rise
Spending on sites like MySpace and
Facebook will climb exponentially,
rising from $900 million this year to
$1.4 billion in 2008
Deborah Williamson, eMarketer senior analyst
SEM and Online Video
Landscape
Social
Networking
Sites
YouTube
(MySpace,
Facebook)
The Google of
Online Video
Portals With
Video Sites:
AOL, Google,
Yahoo, MSN
2nd-Tier
Video Sites:
Metacafe, Revver,
Break, Veoh,
Brightcove
Convergence

Eventually, television and online-video will converge
 Already
happening (On Demand, AppleTV)
 My money is on Joost (founders of Skype)

For now, it doesn‟t matter
 It
changes advertising mechanism
 But viral video tenants remain same
B2B Discovers Online Videos
It is my goal to meaningfully engage my audience and draw them in.
Video offers anenhanced ability to do so (especially when compared
to static posters/graphics). Rick Short, Indium
Multiple Customer Touch Points
Multiple
Uses
Getting Millions of Views

Get lucky
Create something
incredibly viral
Be topical

Otherwise:


 Expect
low views that build slowly
 Or “jump start” by leveraging creators with built
audiences
Ways to Play







Market research
New channel for existing content
Create videos, post and pray
Run contest
Pay for video ads
Partner with creators
Participate in community events
Losing Control
7 Deadly Marketing Sins
1.
2.
3.
4.
5.
6.
7.
Make brown and
white cow
Pretend you‟re not advertising
Spend a fortune on production
Tell consumers instead of engage
Do a video contest because everyone else is
Set unrealistic conversion metrics
Give up and advertise
Mentos



Dramatic sales increase
when “Diet Soda &
Mentos” phenomenon
started.
EepyBird made $50K on
Revver alone.
Next phase: partnering
with known creators to
move past “Geyser.”
Contests
Contest Ideas & Tips






Not every brand is right
for a contest.
Lose the giant grand prize.
Choose your partners
wisely and avoid a
disposable website.
Promotion is where most
contests fail.
Fish where the fish are.
Know that good contestants
will evaluate a return on
their time investment.



Consider identifying some
known video creators and
asking them to “seed”
entries and promote the
contest.
Be mindful of the fact that
people will scan the first
posted entries to make their
determination about
entering.
Timing is everything.
Partnering with “Weblebrities”





Proven entertainment value
Reduce risk of over promotion
Strong affinity with audience
View guarantee
Cost efficient
Everything You Need to Know


Align strategy and tactics
Partner carefully
 Agencies
 Contest
sites
 Creators



Get internal “buy-in” on risks
Measure comprehensively
Leverage creators with audience
What Now? MondayMorning…

See What They‟re Already Saying




Get involved:



Spend time on sites
Familiarize yourself with top creators
Stay on top of trends


Search YouTube for brand name
Subscribe to “tags” with your product name
Consider Buzzmetrics or other web audit
Willvideoforfood.com, TheDailyReel
If video makes sense, get buy-in from your senior leadership.


Risks, benefits
Performance metrics
MarketingSherpa - 2007 Viral Awards
Five Prevailing Lessons From Award Winning Marketers
1. Viral isn‟t just for commercial marketers. Use Web 2.0
[Video] in communities of any kind.
2. B-to-B viral is gaining steam. Some use fun videos (Space
Invaders) and others employ crafty online contests - both got
results!
3. Marketers thrive despite shoestring viral budgets. Most
campaigns are often created by tiny in-house teams.
4. Track your results as specifically as possible. The more you
hone in on what works, the better you will get at lassoing
viral audience clusters.
5. Blogs and message boards still appear to be the seeding
source of choice. With that said, donﾕt forget about
optimizing press releases.
Vlog Tips
Complements of Roxanne Darling - http://www.barefeetstudios.com/
 It may seem counterintuitive, but people will actually put up with a
shaky camera and poor lighting and rough editing because the brain
can fill in those details. Bad sound is just nails on a chalkboard and
people will not be able to endure it.
 Video is difficult to set up, shoot, and encode all by yourself and end
up with better than amateur presentation. Your chances of success and
sustainability increase dramatically when you have at least one person
in front and one behind the camera who can share the editing and
marketing.
 Video files are huge compared to text files, so research a hosting
solution right up front. Your normal web hosting plan most likely will not
accommodate video blogging, at least not for long. Look into space
and bandwidth limits. If you are prolific, you will push the space limit. If
you are successful, you will push the bandwidth limit.
Vlog Tips
Complements of Rick Short - http://www.indium.com/rickshort



BEGIN AT THE END: In other words, initiate any and all projects with a
written goal. With out a written goal, any attempt will likely be illfated. This is true for the overall program as well as for each video.
STAY WITHIN YOURSELF: A) Keep the program pure to your
corporate personality and capabilities. Otherwise, you'll likely confuse
the audience. B) Keep the activities simple (for you and your
company) and easy to do. Otherwise, you'll likely quit.
MAINTAIN RELEVANCE: Anyone can create a stir; that's just a cheap
parlor trick. By keeping the message and activity relevant to your
product/service/image, the message will have a true and meaningful
ring to it. This is true for the effect you have on your customers as well
as on your employees.
Using Online Video for Promotion

1.
The basis for this approach is centered on YouTube,
though it is applicable to other online video sites.
Create and Customize Your Own YouTube Channel
1. Arrange your own and others content in a single
location, with its own YouTube URL.
2. Opportunity to create a profile for yourself and
your content, and link back to your website URL.
3. Start creating playlists from your own and other
people's content
4. Lay the foundations of your YouTube presence.
Guide
2.
Choose your niche and focus
1.
3.
Create short-form viral content
1.
2.
3.
4.
5.
<5 minutes
Super informative
Funny? Catchy! Useful!
Tag and Categorize
Create niche playlists
1.
2.
6.
Director, Musician, Comedian, Guru
More options for searchers to find your video
Be helpful - gather others, as well as your own relevant clips
Promote Your Video with YouTube Email and Bulletins
7. Promote your video in your existing campaigns, or
create a campaign for the video itself
1. Must be integrated (somewhat) with the rest of your
marketing
2. Must have measurable goals
8. Leave Video Responses
1. Same as in blogging
2. Be relevant, timely, considerate, civil and helpful
9. Join or Create YouTube Groups
Video Marketing Resources
If you would like to learn more about using YouTube as a
marketing and promotional tool, you might want to check out
the following links:

Small Business SEM offer up six YouTube marketing tips
(http://www.smallbusinesssem.com/2007/04/24/youtube-marketing-tips/)

Marketing Profs 'How to Market on YouTube'
(http://www.marketingprofs.com/login/join.asp?adref=rdblk&source=/7/how-to-market-on-youtube-some-examplesspencer.asp)



Viral Marketing Voodoo give you a YouTube Marketing
101(http://www.viralvoodoo.com/2006/07/youtube-marketing-101.html)
Michelle Machphearson offers 4 YouTube marketing tops by way
of an example(http://blog.michellemacphearson.com/video-youtube-marketing-4-tips-from-a-stellar-example/)
USA Today article about why 'Marketers are into
YouTube(http://www.usatoday.com/tech/news/2006-04-17-youtube-marketers_x.htm?POE=TECISVA)
Resources

Spending increases


Demographics and stats


http://adage.com/digital/article?article_
id=120616
http://www.emarketer.com/Article.aspx?i
d=1004105
eMarketer Online video report

http://www.emarketer.com/Reports/All/
Emarketer_2000457.aspx?src=report_he
ad_info_sitesearch
Wikipedia on Viral Video



http://www.kevinnalts.com
TheDailyReel


http://nalts.wordpress.com/
My videos:


http://en.wikipedia.org/wiki/Viral_video
My blog (willvideoforfood.com):

AOL/Yahoo Study


http://www.adweek.com/aw/magazine/
article_display.jsp?vnu_content_id=1003
645281

http://www.thedailyreel.com
XLNTADS

http://www.xlntads.com
Discussion
Podcasting
WHAT IS PODCASTING?
Podcast Definition
A podcast is a syndicated audio or video
communication distributed via the
Internet.
Podcast = syndication
No syndication != podcast
Podcast Definition Continued
A podcast can be played on any device that plays
digital audio files (your computer, your MP3
player, etc.).
A podcast DOES NOT require an ipod.
Apple did not originate podcasting and does not
own “podcasting.”
Podcast Definition Continued
Podcasting IS NOT webcasting.
 It doesn’t stream
 It isn’t live
 It is personal (one to one), not a
performance (one to many) that might be
regulated by the FCC
Learn more from Doc Searls
Benefits





On-demand content (no click wait);
Consumer is “program director”
Serialized content
Automated, direct distribution
Most subscriptions are free
Doesn’t require full attention and permits
multi-tasking
Detractors



Distribution uncontrollable
Bandwidth consumption high
DRM = Digital Rights Management (prohibitive
Brief History of Podcasting
Brief History (continued)
Why is podcasting important to
you?
Opportunities for early adopters to
gain mind-share in a relatively new
space
 Alternative method for
communication and self-promotion
 Capture student & parent interest in
an alternative way

WHY?
It’s fun.
Also…
How is this assignment useful
to you?





Learn about university tech resources
Improve your presentation skills
Improve your interviewing skills
Figure out some things about audio
Learn a new way to promote yourself, your
ideas, and your work
OK, let’s go over a few things:
What do you record in your podcast?
 How do you record your podcast?
 How do you syndicate your podcast?
 How do you promote your podcast?

WHAT DO YOU RECORD
IN YOUR PODCAST?
General Format







Intro music/ Introduction
Sponsor Recognition
Segment 1
Segment 2
Segment 3
Thank you for listening/ feed plug
Exit Music
*Typical duration ranges from 3 to 45 minutes
Podcast content examples







Guest appearances
Audience Q&A
Media reviews (books, movies, etc.)
Music interludes
Banter
“Soundseeing” from on location
Get fancy http://www.makezine.com/blog/archive/2005/07/how_to_make_enh.html
Copyright

Most podcasts are talk radio, because record companies
haven’t provided an easy, affordable way for podcasters
to license songs.
Creative Commons http://creativecommons.org/
Learn more from Linux Journal http://www.linuxjournal.com/article/8510
Copyright Continued
Is your music podsafe? When in doubt check
with the artist or label before you assume
something is podsafe.



Podsafe Music Network http://music.podshow.com/
Podsafe Audio http://www.podsafeaudio.com/
Read more on how to find podsafe music
http://www.ipodarmy.com/2005/06/how-to-find-podsafe-music/
Sample Podcasts



KCRW Good Food/ Morning Becomes Eclectic
Chinese Pod
Diggnation
HOW DO YOU RECORD
YOUR PODCAST?
(we’ll run through this once, and
then get down to details later in
the presentation.)
Equipment





A personal computer, a preamp, and an
external drive (flash drive and/or ipod can also
be helpful for file transfer/ testing)
Audio software
Headphones, a mic, and a pop filter
An Internet connection
Server space & lots of bandwidth
Recording Methods



1.
2.
3.
Audioblogger
Portable recorder/ DAT
Computer recording:
http://www.audioblogger.com/
- Phone it in
Low Quality - PC/ Mac (internal mic)
Higher Quality - Mac at school (better mic +
preamp)
Dual location - Mac (can do on PC; slightly
different process/ software)
Lower Quality Record
Lower Quality Record

Audacity - built for PC or Mac
http://audacity.sourceforge.net

LAME - MP3 Encoder
http://audacity.sourceforge.net/help/faq?s=install&item=lame-mp3

iTunes http://www.apple.com/itunes/
Higher Quality Record



Reserve an audio suite on the eighth floor of the KU at
least six hours in advance.
Check out mics, a DAT, a mini recorder, a pop filter, or
other recording equipment from the 9th floor of the KU.
Make reservations online two days in advance.
See Dave at the DT lab to find out what equipment you
can borrow from DT.
Higher Quality Record
Dual Location Record - Mac
What you need:
 Soundflower + Soundflowerbed
http://www.cycling74.com/products/soundflower.html



Line-in http://www.rogueamoeba.com/freebies/
Skype http://www.skype.com
Sound Studio or Garageband
http://www.freeverse.com/soundstudio/ http://www.apple.com/ilife/garageband/
Other dual location methods

Do it on a PC ($40)
http://www.skypejournal.com/blog/archives/2004/12/skype_podcast_r.php

Do it with ichat
http://www.google.com/search?q=engadget+podcast+ichat&sourceid=mozillasearch&start=0&start=0&ie=utf-8&oe=utf-8&client=firefox-a&rls=org.mozilla:en-US:official
HOW DO YOU SYNDICATE
YOUR PODCAST?
Syndication Technology
Informal Specifications:
RSS 1.0
 RDF Site Summary
 Extensible (outdated)
RSS 2.0
 Really Simple Syndication (xml based)
 Easy to code by hand
Formal Specifications: Atom - standardized
Which should you use?
Most aggregators can read all three.
iTunes http://www.apple.com/itunes/
iPodder.net http://ipoddernet.sourceforge.net/
Feedreader http://www.feedreader.com/
Odeo
http://www.odeo.com/
Okay, but how do I
setup the feed?
Write the code yourself
(generally best)
http://audiofeeds.org/tutorial.php
Cheat (as long as it works)
Feedburner http://www.feedburner.com/fb/a/home
How do listeners subscribe?
Click on subscription link
 Highlight it in the address bar
 Paste it into their aggregator

HOW DO YOU PROMOTE
YOUR PODCAST?
Podcast promotion





Link to the feed on your site
Register your feed with directories
Tell your friends
Promote on recruiting page
Drive to from direct mail
Read 12 ways to promote your podcast
http://www.jakeludington.com/project_studio/20051028_12_ways_to_promote_your_podcast.html
Podcast Directories
Indie Podder http://ipodder.org/
Podcast.net http://www.podcast.net/
Podcast Alley http://podcastalley.com/
(There are many more)
WHAT IS THE
ASSIGNMENT?

1 Podcast for now

Duration: 3 minutes

Link to syndication feed

There should be some description of what your
podcast is about on this page (I.e.-- an HTML
[web] presence
Judging criteria




Assignment completion on time + followed the
requirements
Everything works (syndication, files, etc.)
Sound quality (good volume levels, attractive
and interesting voices/ sound/ music)
Content quality (creative, structured, on topic)
So, now we can move on to the nuts and
bolts of
creating, editing
and distributing a
podcast
There are two main things we
need to cover:
1.
2.
Recording a sound file
Getting the results into proper
file format for subscription and
distribution
First, recording onto a
computer
The main thing you have to
remember is that computers
have different types of audio
inputs (the Mac and the PC
don’t always work the same
way!)
So, you can’t always just stick
a microphone into the
computer and expect it to
work. You need to check the
“levels” and make sure that
your mic setup works.
A mic input has a built-in
amplification, because the
volume of the audio collected
by a mic is very low.
What this means is that if you
plug a mic into a standard
“audio in” port on most
computers, you will get only a
very faint signal– too soft to do
much with.
By far the easiest way to
record to a computer is to use
the built-in microphone on a
laptop (a powerbook or a PC)
The next easiest way to
record to a computer is to get
a microphone made for the
computer. This can plug into
either the “audio in” port or
USB.
Fancy fancy recording setup
1. Computer + Audacity + LAME + M-Audio
4. Firewire
Cable
5. XLR Cable
6. Mic2. Preamp
3. Power
Cord
We will use Audacity for today’s
demo. It is free, and works on
both Macs and PCs:
audacity.sourceforge.net
You should install Audacity on
your laptop, if you have one.
Audacity on the Mac
(the PC interface looks very similar)
One last software thing we need
is the “Lame” libraries, which
allows us to export the Audacity
files as mp3 files
Lame for OS X
Lame for Windows
So, now please go to the
computers, get a microphone
set up, and try recording a
short file
You can use your laptop if you
have one (you’ll need to install
the software)
Record
Press record and talk into the mic.
Access Audacity’s HELP MENU to get fancy.
Press stop when finished and export the file as MP3.
Record
Stop
Then export the file as an
mp3.
You can play the file back
from Audacity or from iTunes.
As far as the sound editing
goes, start with Audacity and
try putting some clips
together. It’s like video
editing. It’s easy.
Ok, so now you have an mp3
file.
That’s not quite a podcast yet.
Why not?
Two reasons:
1.
2.
You are expected to script and edit
your content. Remember the slide
about typical podcast structure (music,
intro, credits, etc.)
The final edited mp3 file must be
referenced using a protocol that allows
users to “subscribe” to your podcast
The code protocol we use for
podcasting is called:
RSS
RSS actually stands for three
things:
Rich Site Summary (RSS 0.91)
 RDF Site Summary (RSS 0.9 and
1.0)
 Really Simple Syndication (RSS
2.0.0)

(No, this is not a joke)
We will use RSS 2.0
RSS is a family of XML file
formats for Web syndication
used by (among other things)
news websites and weblogs
[The following RSS defs are from Wikipedia]
The technology of RSS allows
Internet users to subscribe to
websites that have provided
RSS feeds; these are typically
sites that change or add
content regularly.
The RSS formats provide web
content or summaries of web
content together with links to
the full versions of the content,
and other meta-data.
RSS is widely used by the
weblog community to share
the latest entries' headlines or
their full text, and even
attached multimedia files.
A program known as a feed
reader or aggregator can
check RSS-enabled web
pages on behalf of a user and
display any updated articles
that it finds.
On Web pages, RSS feeds are
typically linked with an orange
rectangle
or optionally with the letters
or
A podcast is an RSS file that
contains a link to
downloadable audio files
instead of a link to a news
story.
An RSS file is a lot like HTML.
There are tags and content.
The file can be named just
about anything, as long as the
tags and content are correct.
You are going to make one
RSS file for your feed. You
can add many mp3 content
files to your single feed. You
do not need a new RSS file for
each mp3!
Code
(click here for a good step by step tutorial)
<?xml version="1.0" ?>
<rss version="2.0">
<channel>
INSERT YOUR CODE HERE
<channel>
</rss>
Your Code
<title>Your Site Title</title>
<description>Description of your sitedescription>
<link>http://yoursite.com</link>
<item>
<title>Title of Your Podcast 1</title>
<description>Description of Your Podcast 1!</description>
<link>http://yourpodcast.com/podcast1.mp3</link>
</item>
Repeat for
each
media
Display




Save RSS as YourFile.xml
Create HTML page to display descriptions of
your podcast and a link to the subscription file.
Upload your files to your server.
Test subscription file in an aggregator such as
NetNewsWire
http://ranchero.com/netnewswire/
Repeat: you must test your
final site! Download an
aggregator or a feed reader
and use it to make sure your
RSS file works.
Remember that testing is the
most important step in the
whole process!
Test your microphone input
 Test your sound levels
 Test your final mp3
 Test your RSS code
 Test your final site
 Try adding another mp3 to your site to
see if an aggregator updates as it
should

MarketTech
changed since the creation of
the marketing concept and our
branching out as a child of modern
economic theory. What has changed
is how we, as marketers, talk with
our customers and tools, techniques
and especially the technologies that
08
MarketTech 08
T
his guide is meant to serve as an overview of the marketing
technologies available to you, the seasoned marketer, in the
upcoming year 2008. While not impossible, it would be difficult to chronicle every single piece of new marketing technology
that you can use. We’ve provided you with the most accessible and
Marketech 08 includes a definition for each of the concepts and technologies
listed. For the purpose of this booklet, we’ve chosen to source these definitions from Wikipedia, technology pioneers, industry associations, technologyfathering organizations and other resources that move a bit faster than the
hard copy dictionary collecting dust in your cubicle. In fact, only__of these
definitions exist an__edition of the__that we have here at the office. Times
have changed, and marketing technology moves fast!
Contents
Social Media Mining, Buzz Monitoring, Customer Listening
4
Online Video, Videoblogging, Video Sharing, Viral Video
6
Blogging, Bloggers & Weblogs
8
Widgets & Gadgets
10
Universal Search and the Future of Search
12
Social Networking & Customer Community for Business & Marketing
14
Social Media Optimization (SMO)
16
Really Simple Syndication (RSS)
18
Virtual Events
20
Honorable Mentions in Marketing Technology for 2008
22
Additional Marketing Technology Resources
26
Marketing Technology and Social Media Terms
36
MarketTech 08
FAQ’s
As with anything new, such as this guide, there are likely to be a few
questions. Here are a few that we’ve anticipated, and I’m sure that there
are likely to be more. Let us know what you think!
Q:
How did you decide which technologies to put into this
guide?
A:
This guide is the compilation of several months of surveying the
marketing technology landscape and choosing those technologies that we feel can make an impact for marketers in 2008.
Q:
You seem to oscillate between general tools such as blogs
and specific platforms like Facebook, why is that?
A:
The primary purpose of this guide is to address marketing technology at the category level, such as blogs, or social networks
or widgets. In some cases, the ubiquity of a tool or platform lent
itself to a dedicated page as its impact can be almost as profound
as the category within which it fits.
Q:
A:
Are the technologies listed in the order of importance?
No. Everything is listed alphabetically, if for no other reason than
the ease of organization.
©Copyright 2008 VanDen Heuvel Executives, LLC. All rights reserved.
1
Social Media Mining,
Buzz Monitoring,
Customer Listening
This guide is about what leading marketers will be doing with technology in 2008. There are
opportunities abound for the savvy marketer, but none is more important than listening to
the customer by tuning into their frequency in newsgroups, blogs, podcasts, and social media sites. In fact, as the marketing mix moved from a ‘monologue’ model to one of dialogue
and conversation, success with marketing technology will be predicated on a successful
buzz monitoring and customer listening strategy.
What is Buzz Monitoring?
Buzz monitoring is a phrase used in Online Public Relations and
social media marketing to track relevant conversations on the Internet. It can be accomplished by paying for the service through
a major provider of online conversation monitor methodology, or
can be done in house through a variety of free services that are
available to all marketers.
It All Starts With Social Media
Monitoring
In order to fully engage in a customer community, develop a
widget, or produce a worthwhile video that goes viral, you need to be in touch
with the buzz about your business. Consumers want to talk to consumers, they
don’t trust marketers; they trust each other. Social media is a linkable, findable
conversation medium and your customers are talking about you, right now, and
you likely don’t know what they’re saying (Yet!).
Social media or buzz monitoring can be done professionally. Firms like Cymphony, Umbria, Factiva, Buzzlogic and dozens of other companies have sprung
up to go beyond the blogs. They’re monitoring and tracking ALL mediums that
are used by social media enabled consumers. It’s more than just listening; it’s
about applying benchmarks, heuristics and intelligence around social media,
not just one-dimensional DIY tools.
MarketTech 08
Why Social Media Monitoring for 2008?
While there are a good number of large organizations engaging one of the aforementioned firms to understand the marketing conversation, there are countless
other companies, from small local businesses to Fortune 1000 enterprises that
have yet to get a preview of what the buzz is all about. For them, there are a
series of tools that are available that will make 2008 the year that they all start
listening in. Understanding that you no longer own your brand and that your
brand is a conversation is the first step.
How Do Marketers Find Out Who’s
Talking And What Do They Measure?
There are different parts of the conversation—enterprise, mainstream
media, and consumer generated content. Unless you’re monitoring
the buzz, you won’t know what’s there. In every social media monitoring program, there are a few fairly obvious things that every marketer
should track. If you need more reasons to track social media, think of
the new product ideas, keyword research for SEO, warnings of possible
scandals and customer reactions that you’ll be able to amass.
Best Practices For Monitoring The
Conversation
Getting started monitoring the online conversation can be pretty
straightforward, but there are a few guidelines that can help you get a
jumpstart, maybe even before 2008.
1. Look for evangelists and help the spread the good word.
2. Engage with ‘middle ground’ consumers to influence them.
3. Look for “incidental detractors” and engage with them to fix problems.
4. Seek out and minimize “determined detractors”—the people who
just can’t seem to be happy.
What to Monitor
•
•
•
•
•
•
•
Blogs
Newsgroups
Social networks
Podcasts
Q&A venues (i.e., Yahoo
Answers)
Search engine results
Wikipedia
Buzz Monitoring Tools
Google Alerts
Technorati
• Flickr (photos)
• YouTube (videos)
•
•
What to Track?
•
•
•
•
•
•
•
•
•
Company name
Products/Brands
Executives
Key Customers
Patents
Press releases
Competitors
Stocks
Services
2
Online Video,
Videoblogging,
Video Sharing,
Viral Video
While it’s often YouTube [www.youtube.com] that gets the majority of attention in the online video space, there is so much more to video that drives
its efficacy for marketers. Take, for example, the once small high-end
blender company, Blendtec.A 186-employee company in Orem, Utah, that
built brand awareness with its “Will it Blend?” [www.willitblend.com] series. Millions of online viewers have watched Chief Executive Tom Dickson
blend up dizzying array objects from lumber to the iPhone. For Blendtec, it
was not really a question of “Will It Blend?” but “Does It Sell?” The answer
is: Yes. According to George Wright, Director of Marketing for Blendtec,
consumer sales have increased five-fold since the videos went up on YouTube and Revver [www.revver.com].
Why Video Matters to Marketers
in 2008
Well, for starters, you just can’t beat the price! Even large brand marketers like
Nike are producing quick, offbeat videos that cost little to produce and return
millions of views and thousands of website visitors each month. Secondly, in
one UK study online video consumption has nearly doubled in the past year
with an ever-growing appetite for online video content.
Viral video is simply another way to reach an ever fragmenting group of consumers who have led to a more
than 100-fold increase in the number of videos viewed
on YouTube since the end of 2005. More to the point,
videos are powerful tangible artifacts that are showing
up increasingly in Google’s blended search results.
Who’s Using Online Video?
Hundreds of small companies, ad agencies, large
brands and Fortune 500’s. Even Ophah Winfrey now has her own YouTube channel [http://www.youtube.com/user/OPRAH] which she says “will bring unique
perspectives to this ever-expanding international online community.” Brands
like Nike, Warner Bros., MTV2, Dimension Films, Blendtec, Intuit, Nestle and dozens of others have created online videos or embraced their users creating them
for marketing gain.
MarketTech 08
What’s the Quickest Path to Success with
Online Video?
Virility of online video is hard to predict, but not impossible. Here’s a
See the Video section on the
collection of tips from marketers who have achieved success in the
resources page for a full list
online video space:
of video sharing sites.
1. Focus on something fun or funny. Don’t force your point; it has to
be worth watching.
2. Tie branding closely to product attributes. Yes, drive awareness, but for the
right reasons.
3. If you’re trying to sell something, demonstrate the product. Show your
product performing or resolving a problem.
4. It has to be “real”. Consumers have little patients for hyOnline Video Statistics
perbole or smoke and mirrors.
comScore [www.comscore.com]
5. Get to the point. Videos should be less than 2 minutes.
diligently tracks the online video
6. Tap into celebrities. Bonus if they have a cult following
space and has come up with some
that matches your brand.
staggering numbers on the state of
7. Create a viral launch. Videos can’t stand alone; seed them
video.
on blogs, the media and your network at launch.
• Nearly 75% of US internet users watched an average of three
hours of online video in July of ‘07
• The average online video duration
was 2.7 minutes
• One in three US internet users—36.7%—viewed video on
YouTube.com
• The average online video viewer
consumed 68 videos, or more
than two per day.
3
Blogging,
Bloggers &
Weblogs
Blogging has been around arguably since the
late 1980’s to early 1990’s, but the official terms
weblog, blog and blogging didn’t surface until
1997, and gained popularity a few years later.
Blogs are often the foundation for corporate social media and customer community programs.
Definition:
A blog (a portmanteau of web log) is a website where entries are written in
chronological order and commonly displayed in reverse chronological order.
“Blog” can also be used as a verb, meaning to maintain or add content to a
blog.
Executives should blog if
they have a vision they
are trying to communicate, or if they are very
visible in the media.
Mark Cuban
Many blogs provide commentary or news on a particular subject; others
function as more personal online diaries. A typical blog combines text, images, and links to other blogs, web pages, and other media related to its
topic. The ability for readers to leave comments in an interactive format is
an important part of many blogs. Most blogs are primarily textual, although
some focus on art (artlog), photographs (photoblog), sketchblog, videos
(vlog), music (MP3 blog), audio (podcasting) and are part of a wider network
of social media. Micro-blogging is another type of blogging which consists
of blogs with very short posts.
(Source: Wikipedia)
Why Blogs Matters in 2008
Blogs stand for much more than just the technology they’re comprised of or the
vast sea of content that they’ve spawned in the past several years. Blogging is a
metaphor for community, conversation, corporate social morals, truth and transparency.
MarketTech 08
The Downsides of Blogging
The emergence of blogging has brought a range of legal liabilities and other
often unforeseen consequences. One area of concern is the issue of bloggers
releasing proprietary or confidential information. Another area of concern is
blogging and defamation. A third area of concern is employees who write about
aspects of their place of employment or their personal lives, and then face loss
of employment or other adverse consequences. A number of examples of blogging and its sometimes negative or unforeseen consequences are cited here.
Marketer’s Action Plan
The truth of the matter is, not every company
needs to, or should blog. However, the ubiquity of
blogs and their impact on our culture and social
conscious mean that marketers need to at least
pay attention to what’s being said and engage in
the conversation.
•
Track your brand, product names and other
important keywords with Google Alerts
[google.com/alerts] (they now track blogs
too) and Technorati [www.technorati.com].
•
Develop a list of the top bloggers that are
having a conversation about your industry,
your company or matters that impact you.
Get to know them, and let them get to know
you.
•
Develop or co-develop (with your PR firm)
a plan for blogger relations and crisis communications.
•
Start your own corporate blog only after
you’ve done the above and have a grasp on
the conversation already taking place.
Blogging Statistics & Particulars
How many blogs?
As of September 2007, blog search engine Technorati was tracking more than 106 million blogs.
Why Marketers Blog:
Establish authority
Converse with customer base
• Search related benefits
• Instant feedback, reciprocity and commitment
• Easy syndication with RSS
•
•
Blog Vendors:
** See the Additional Marketing Technology Resources on page *
Fortune 500 Bloggers:
Just over 10% of the Fortune 500 are blogging.
Here are just a few of those companies with blogs:
Microsoft
Boeing
Dell, Inc.
Lockheed
Wells Fargo
Merril Lynch
Disney
Motorola
FedEx
Nike
Pepsi
Avon
Apple
Shell
4
Widgets &
Gadgets
What’s a Widget?
According to MarketingSherpa: “Widgets are small applications used to meet
computer users’ specific needs by providing quick access to Internet sites;
desktop utilities, such as to-do lists, calendars, clocks, weather, games, entertainment; and tools, such as system resource monitors or application launchers.
Most widgets look like a tiny window on the user’s desktop or Web page. You
might also see widgets referred to as gadgets, badges, capsules, gizmos, minis,
modules, plug-ins or snippets.”
Widgets (or Gadgets, as Google calls them) are
stand-alone min-applications usually tied to a larger data source, such as a widget that showcases
updated quotes on your favorite stocks. Widgets
were made popular by their availability on Apple
computers and the widget creating company, Konfabulator, later purchased by Yahoo! and renamed
Yahoo! Widgets.
Why Use Widgets in 2008?
Widgets work at the intersection of an acute need
for specific information and an accessible source
of valuable data. Marketers are already jumping on
the widget bandwagon, but their ease of creation
and perceived high value from consumers make
then uniquely positioned to deliver positive ROI in 2008. Widgets are becoming
ubiquitous, with nearly 30% penetration in 2007, their poised for rapid growth.
Widgets can be developed for Facebook, Google homepage, My Yahoo!, computer desktops and for placement on blogs and websites.
Two Ways That Widgets Work For Marketers
(via Marketingsherpa)
•
•
10
Merchants can deliver offers via images, multimedia and coupons so viewers can click through to the product page and complete the transaction.
Publishers can stream content to build brand and advertising dollars or
increase paid subscriptions.
MarketTech 08
Widgets Seem So New, Who’s Already Using
Them?
In spite of their newness, they hold great possibility for almost any company who
has bits of data to share with its customers and wants access to their Yahoo
or Google homepages or their computer desktop. UPS offers a widget to customers to track shipments right from the desktop and also
provides an integrated RSS reader to keep up on important
news. Sunflower Market, used a desktop widget shaped like
a potted plant to send coupons and relevant information
to consumers who downloaded it for their first store in Indianapolis. The widget helped exceed opening-month sales
expectations by 18%.
How to Succeed with Widgets:
There are a few basics to leveraging widgets in your 2008 marketing plans.
Widgets are not, nor should be complicated or too sophisticated. Their value lies
in their simplicity and their ability to deliver and acute, highly relevant service
of piece of information (think UPS shipment tracking or the Motley Fool stock
tracker widget). Keep these things in mind:
1. Type of Widget—Deciding what type of web widget to build is important;
not all types of widgets will work on all platforms. For marketing ends, you
want the content of your widget to be as “viral” as possible. You’ll also
most likely want to build your widget in Flash, as it’s the most accessible
technology.
2. Widget Functionality—You can build a widget to support almost any feature you can imagine. Stock trackers, feed readers, games, weather, rate
quotes, etc. Make sure that the content of your widget is of the utmost
value to your customers and prospects to ensure pass-along and sustained
interest and usage.
3. Widget Seeding & Marketing—Offer it on your home page, seed it in widget
galleries, build it for multiple platforms (Yahoo Widget Engine, Facebook,
desktop) and cross-promote the widget in your existing channels.
11
5
Universal Search &
the Future of Search
It used to be that Yahoo! And Google were the only games in town worth playing when it came to search engines. Google has certainly left its stamp on the
world, but as with most things in marketing technology, search never stands still
for very long. While Google vies for supremacy
with the ‘one-box’ and the concept of Universal
search, our attention remains fragmented and
small, vertical and media-specific search engines are gaining traction each and every day.
What is Universal Search?
Google and the other search engines Ask 3D, Live Search and the new Yahoo!
Search are undergoing the most significant transformation in years by altering
how search engine results are displayed in that the “Universal Search” system will
blend listings from news, video, images, local and book search engines among
those it gathers from crawling web pages. Universal search differs from the two
most common types of search, regular or horizontal search, and vertical search.
• Regular Search—Also known as a “horizontal” search in that you are searching across a wide spectrum of material in Google, Yahoo, Microsoft, Ask or
any other general search engine.
• Vertical Search—When you slice down vertically through one topic area
such as bicycles, or medicine. You search only against the news sites or
against the medical information, for example, seeking narrowly focused
more relevant results.
How Will Universal Search Impact
Marketers in 2008?
The bottom line is that marketers need to consider every single digital element
that they produce to be a potentially searchable and findable asset in a search
engine. David Berkowitz said it best: “The moral for search marketers is they need
to take a holistic view of search,” Berkowitz said. “For those who get it, this gives
them an unprecedented chance to dominate entire search engine results pages
and gain sizeable competitive advantages. Marketers need to consider every digital asset of theirs as an opportunity to gain more visibility in Google, whether it’s
an image, video, press release, store listing, blog post, or anything else.”
12
MarketTech 08
How Do I Incorporate Universal Search
Into My Marketing Plan?
Marketers in the upper echelon of search engine marketing players will see few,
if any, strategy changes
with the advent of Universal
Search, as they’re already
leveraging their digital assets to the fullest. The
most significant opportunity
lies in the mid-market and
small business sectors.
1. Get Digital Assets in
Order—Inventory your
digital assets like text,
images, audio, video, blogs, email, media & PR, social networking, forums,
etc. Each of these has just been given the power to drive traffic independently as well as improve standard search visibility.
2. More Content Formats—Get in the habit of creating content in multiple formats and getting those digital media elements into every nook and cranny
on the Internet. If you’re doing a photo shoot, get those photos on site and
in Flickr. Oh, and take some video shots too and get those on your website
and into YouTube.
3. Tag All Content—Make sure to name and tag all content appropriately to
ensure findability and understandability once someone encounters your
content, in any form.
13
6
Social Networking &
Customer Community for Business &
Marketing
What’s New About Social Networking?
Social Networks have been around since the beginning of the internet. In fact,
the Internet is the original online social network dating back to the 1960’s. So,
what makes it worthy of being considered a ‘must do’ for 2008? For starters,
it’s never been easier to target the right personas
in social networks. The openness of Facebook, the
launch of OpenSocial, the fact that over 55% of the
online population participates in social networks all
make the case for getting on board with an existing network, or crafting your own. Even conference
organizers are creating temporary social networks for
conferences that leverage the power of online and
in-person connections to get the most value out of
conferences.
How Will Social Networking Work For
Marketers in 2008?
There has been a fair bit of information written on why social networking will
never work for marketing or business, or worse yet, why it is a waste of time.
That was then, and 2008 is the future. Here’s what’s changed and why it matters now.
1. There’s Lots To Do in Social Networks—It used to be that visiting a social
networking sites was like going to a party with all of the cool kids, but
there was nothing to do there. Not so any more. With social networks like
Facebook quickly becoming the ‘social operating system’ on campus, and
within professional groups and other old standbys like Plaxo (remember
them?) and LinkedIn becoming more content rich, connected (via OpenSocial) and relevant (more content), there’s never been a better time to get
involved in an online social network.
2. Low time investment—they integrate into your life—Social networks used
to be siloed sinkholes of time, but with their increased interactivity, RSS
feeds and rise in relevance, they are actually time savers, especially for
well-connected professionals, who can use one or two ‘social dashboards’
(the front page of Facebook or LinkedIn) to catch up on updates from
across a vast network.
14
MarketTech 08
3.
4.
5.
Relevant and targeted traffic—MySpace has become one of the largest
music advertising platforms, LinkedIn in increasingly used to find qualified
professionals for hard-to-fill roles, Facebook is a must for any campus
entity hoping to reach its students and technology conferences feel so ‘old
school’ when they aren’t using an online pre-conference and post-conference social networking site to connect attendees.
FOAFs are friends you just haven’t met yet—In 1973, Mark Granovetter
published an oft-quoted work called the “Strength of Weak Ties” that illustrated how most jobs are actually found through acquaintances or friends of
friends (FOAF). No where in history his the FOAF connection model worked
at scale like it does in online social networks. This is one of the basic tenants upon which viral marketing and word of mouth marketing is built.
The Internet is Not Enough—Sure, we have the Internet, but that’s like saying the only community we need as US citizens is the United States itself.
The Internet has grown too vast and fragmented for effective networking
outside of clustered environments where likeminded community members
can join up and change the world.
There Are So Many Social Networks,
Which Ones Matter?
Which networks matter depends greatly on the objectives that you’re trying to
achieve with your social networking and online community building endeavors.
Often times, the best networks and communities
are those which are built
from scratch by a company. See the list of the
top 10 most trafficked
networks to the right, and
visit the resources section for links to a more
complete listing.
15
7
Social Media Optimization
SMO
What is SMO?
Simple SMO
The idea of increasing linkability and
making tagging easy is often defeated by
marketers offering an “icon soup” of different social media sites.
Social media optimization (SMO) is a set of methods for generating
publicity through social media, online communities and community
websites. Methods of SMO include adding RSS feeds, adding a
“Digg This” button, blogging and incorporating third party community functionalities like Flickr photo slides and galleries or YouTube
videos. Social media optimization is a form of search engine marketing.
Social media optimization is in many ways connected as a technique to viral marketing where word of mouth is created not through
friends or family but through the use of networking in social bookmarking, video and photo sharing websites. In a similar way the engagement with blogs achieves the same by sharing content through
the use of RSS in the blogsphere and special blog search engines
such as Technorati.
Offering a single link to bookmark or subscribe, like this one from AddThis [addthis.
com] is an elegant way to achieve the
same goal, without confusing readers.
Why does SMO matter in 2008?
The rollout of “Universal Search” across the major search means
that a much wider variety of content, often of the user generated
nature, is finding its way into main stream search results. Factor in
the mission of most search engines to bring the most relevant items
to searchers, and you’ve got a perfect storm of viability for Social
Media and the optimization of Social Media for search
ranking and discoverability.
Social Media Optimization Best Practices
1. Increase your linkability
2. Make tagging and bookmarking easy
3. Reward inbound links
4. Help your content travel
5. Encourage the mashup
6. Don’t Spam social media sites
7. Reward Helpful and Valuable Users
8. Participate
9. Know and Engage Your Audience
10. Create Worthwhile Content in All Forms of Media
16
Are There Any SMO Best
Practices Yet?
Rohit Bhargava was credited with inventing the term
SMO. His original five rules for conducting Social Media
Optimization have been added on to and adapted, in true
social media style, to develop top-ten list of social media
best practices.
MarketTech 08
Who’s had success with SMO?
According to Internet Retailer, the “Cyber Monday” rush has brought out a raft of
SMO sightings on the major retailers sites.
• Patagonia.com adds social tools to build brand and sales:
Patagonia.com started a blog earlier this year, called The Cleanest Line.
The unedited blog is accessible on the site’s home page and provides a
forum for discussion
• Wine.com builds on social shopping with new community site:
Based on the premise that better educated wine consumers buy more
wine, Wine.com has launched a community site designed to generate traffic as wine enthusiasts share information on their personal preferences.
• Wal-Mart ads reviews to web site:
Reviews are lifting conversion on highly rated products and giving customers another reason to visit, the e-retailer says. While a one-star review
depresses sales, negative reviews prevent a sale that may lead to a bad
Wal-Mart experience, thus reducing product returns. Wal-Mart said that
shoppers add about 1,000 reviews every day.
• CircuitCity.com unveils social networking destination:
CircuitCity.com has launched CityCenter Community, a social networking
online gathering place for shoppers and sales associates.
Alexa.com Top 10 Social Sites
1. Digg.com
2. Technorati.com
3. Stumbleupon.com
4. Esnips.com
5. Squidoo.com
6. Reddit.com
7. Gather.com
8. Rollyo.com
9. Blinklist.com
10. Newsvine.com
17
8
Really Simple Syndication
RSS
Really Simply Syndication or Rich Site Summary has been around for a decade,
but had not received much fanfare as a marketer’s tool until the last few years.
With the rise of companies like Pheedo and FeedBurner and the evolution of
RSS from an obscure syndication technology to a powerful information delivery,
search optimization and advertising channel, RSS can no longer stand on the
sidelines in the game of marketing.
What is RSS?
According to the Wikipedia definition: “RSS (formally “RDF Site Summary”,
known colloquially as “Really Simple Syndication”) is a family of Web feed formats used to publish frequently updated content such as blog entries, news
headlines or podcasts. An RSS document, which is called a “feed”, “web feed”,
or “channel”, contains either a summary of content from an associated web site
or the full text. RSS makes it possible for people to keep up with their favorite
web sites in an automated manner that’s easier than checking them manually.
RSS content can be read using software called an “RSS reader”, “feed reader”
or an “aggregator”. The user subscribes to a feed by entering the feed’s link into
the reader or by clicking an RSS icon in a browser that initiates the subscription process. The reader checks the user’s subscribed feeds regularly for new
content, downloading any updates that it finds.”
Why is RSS Important in 2008?
I believe that Phil Gomes writing in iMedia Connection put it best: “Marketers
and media folks who haven’t woken up to web content syndication (through RSS
or some other format) are, frankly, fighting the attention wars with stone knives
and bearskins.”
All the way back in 2005, a Forrester Research report indicated that “57% of
marketers said that they were interested in using Really Simple Syndication
(RSS) as a marketing channel.” That number has only gone up, and consumers have gone from wondering what RSS is, to demanding RSS as an available
communication channel. In order to ‘meet customers in the medium’, RSS is an
imperative on every corporate and media website.
18
MarketTech 08
How Do Marketers Use RSS?
RSS has many benefits for marketers ranging from communication to time savings to penetrating the SPAM filtered inbox.
1. Website Traffic—RSS can help you generate additional traffic and reach
new audiences. Considering the low cost of RSS implementation, this is
reason enough to get started with RSS today. (Rok Hrastnik)
2. Syndicate Content Through Widgets—RSS enable content is easy to embed in widgets that can be
placed on other websites
(including your own) or
through tools like FeedDigest, RSS feeds can be
turned into HTML pages
in and of themselves thus
helping to attract visitors.
3. Advertising & Promotion—
RSS is a highly targeted
advertising channel that
has been used successfully
to reach audiences in technology, automotive and other vertical markets.
4. Distribute Rich Media Across Devices—Use podcasting, videocasting, and
RSS ‘enclosures’ to create broader reach for your marketing assets and tap
into mobile RSS readership.
Popular Web-Based RSS Readers:
•
•
•
•
•
Bloglines [www.bloglines.com]
Google Reader [reader.google.com]
My Yahoo [my.yahoo.com]
Newsgator Online [www.newsgator.com]
Rojo [www.rojo.com]
19
9
Virtual Events
A technology that some have called “SecondLife meets WebEx”, virtual events
were once considered futuristic and incapable of holding the attention of an
audience in a ‘virtual environment’, however, virtual events have grown from
small-scale events to enterprise class trade shows that seriously rival their offline terrestrial counterparts. As the number of vendor choices increase and the
cost per event comes down, 2008 may be the year to dip your town into the
virtual event waters.
Why Virtual Events Matter in 2008
While virtual events may never take the place of faceto-face trade shows, their cost effectiveness (complete shows average $15K to $50K), measurement
ability and ease of tracking leads (think: no more
business card fishbowls!) and prospectus for vast
reach to both those who would have and those who’d
never think of travelling to walk the trade show floor.
With a growing number of vendors in this space, we are sure to see the cost of
these events continue to drop, the capabilities of the platforms continue to rise
and an increasing acceptance of virtual events as legitimate venues for doing
real business.
Virtual Events Aren’t Just Online Trade Shows
The efficacy of virtual events hinges on more than just being online gather place,
they have several other advantages which make them ideal for marketers seeking to reach their target audience.
• Highly scalable—Invite as many prospects as you want without fear of
running out of space, or food.
• Robust lead collection & reporting—The ability to leverage the registration
database at the click of a mouse is one of the most powerful attributes.
• Professional networking—Automatic attendee connections and other networking features help both the host and the attendees achieve the most
from the event.
• Web 2.0 integration—Much of the content from virtual events can be
ported into blogs, podcasts and post-event communities
• E-commerce—Transact business right through the event platform.
20
MarketTech 08
Best Practices and Potential Pitfalls
The most important thing to remember in virtual events is to make it easy for
attendees and to make everything as accessible as possible. If an attendee has
to download an application, create and dress up an avatar, and learn new commands—your registration-to-attendee ratio will suffer miserably.
• Adjust promotion timing for the web—begin
promoting 45-60 days out.
• Bring out the best content—attendees are
only one click from leaving.
• Promote interactivity & personal connection.
There are also a few drawbacks to online events.
• Opportunity for personal interaction with presenters can be limited, so be sure to leave
room for lots of audience Q&A.
• For online events that are available only on-demand, including speaker
contact information is recommended.
• Facial feedback is unavailable in online events which chat and polling tools
can help supplant.
Who’s Who in Online Events
•
•
•
•
Unisfair [unisfair.com] is used by Tibco and RIM (BlackBerry) and costs $40-50K per event.
InXpo [inxpo.com] has worked with Nielsen and Supervalu and has packages ranging from $30-50K.
iCogno [icognoevents.com] boasts HP and Intel as clients and its packages start at $15K.
Expo3D [expo3d.com] customizes each event for no out
of pocket fees. Pricing is based on event performance.
They’ve worked with Pentadyne and Penton Media.
21
10
Honorable Mentions in Marketing
Technology for 2008
As we illustrated in the Marketech ’08 Marketing Technology Guide, there is no shortage of marketing technology for marketers to pursue in 2008. In fact, there are many more technologies that we can discuss, but as
much as we would like to believe that the long tail of marketing technology will lead to riches, there is only so
much budget and bandwidth available to the modern marketer and we all need to focus our limited resources
on those tactics and techniques which are likely to net us the greatest gain.
All that said, there are a series of remaining marketing technologies which may be just the ticket for certain
marketers trying to reach specific demographics, but which fall outside the realm of ‘mainstream’ for the purpose of most of you reading this document. If you’re the type that’s looking for ever more ideas to reach your
increasingly attention starved customer base, read on. What we’d like to leave you with are a host of definitions
and a few ideas on what’s next in marketing technology.
IPTV (INTERNET PROTOCOL TELEVISION)
IPTV (Internet Protocol Television) is a system where a digital television service is delivered by using Internet Protocol
over a network infrastructure, which may include delivery by
a broadband connection. A general definition of IPTV is television content that, instead of being delivered through traditional broadcast and cable formats, is received by the viewer
through the technologies used for computer networks.
For residential users, IPTV is often provided in conjunction
with Video on Demand and may be bundled with Internet services such as Web access and VoIP. The commercial bundling
of IPTV, VoIP and Internet access is referred to as “Triple Play”
service (adding mobility is called “Quadruple Play”). IPTV is
typically supplied by a service provider using a closed network infrastructure.
This closed network approach is in competition with the delivery of TV content
over the public Internet, called Internet Television. In businesses, IPTV may be
used to deliver television content over corporate LANs.
Certainly IPTV has arrived, as has movie delivery over IP. However, the promise
of ‘more interactive television’ remains elusive.
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MarketTech 08
IN GAME MARKETING/ADVERTISING (IGA)
In-game advertising (IGA) refers to the use of computer
and video games as a medium in which to deliver advertising. 2005 spending on in-game advertising was
USD$56 million, and this figure is estimated to grow to
$1.8 billion by 2010 according to Massive Incorporated, although Yankee Group gives a lower estimate at
$732 million. In-game advertising is seen by some in
the games industry as offering a new revenue stream,
allowing developers to offset growing development
costs and to take more risks in game play.
When consumers think of the technology advances that they have witnessed in
the past decade, it’s hard to argue that video games, game consoles and online
games have come a long way. The advances for marketers, however, have yet to
arrive. Major universities have applied time and resources to developing models
for determining the most effective in-game marketing models, but at the end of
the day, the results amount to little more than understanding the most effective
virtual billboard placement for novice vs. advanced players. The application for
mainstream marketers here is still quite limited.
MASHUPS
In technology, a mashup is a web application that combines data from more
than one source into a single integrated tool; an example is the use of cartographic data from Google Maps to add location information to real-estate data
from Craigslist, thereby creating a new and distinct web service that was not
originally provided by either source.
Mashup originally referred to the practice in pop music (notably hip-hop) of
producing a new song by mixing two or more existing pieces.
A mashup isn’t so much something that a marketer would produce as much
as your fans and customers would product on your behalf. The key to allowing
your customers to create mashups on your behalf is to open up data such as a
directory or something similar of worthwhile information that can be combine
with something else to create a valuable web based tool (like a widget)
23
10
Honorable Mentions in Marketing
Technology for 2008
MOBILE MARKETING
Mobile Marketing is meant to describe marketing on or with a mobile
device, such as a mobile phone. Marketing on a mobile phone has become increasingly popular ever since the rise of SMS (Short Message
Service) in the early 2000s in Europe and some parts of Asia when businesses started to collect mobile phone numbers and send off wanted
(or unwanted) content.
The major problem that mobile marketing faces is one of acceptance.
75% of adults surveyed have no interest in receiving marketing messages on the mobile phones. Mobile marketing is almost always combined with
another promotion or integrated marketing vehicle, such as an in-store contest,
television or radio ad, pass along viral MMS video or something that requires an
SMS message interaction to engage in the marketing message. Mobile marketing or marketing with SMS is popular, and is poised for growth in 2008, but it
has not yet reached critical mass in the US where mobile is the ‘killer marketing
app’ for reaching all but a teenage demographic. Look for more about mobile
marketing in the resources section.
VIRTUAL WORLDS, SECOND LIFE, AVATARS
Second Life is a 3-D virtual world entirely created by its residents. Since
opening to the public in 2003, it has grown explosively and today is inhabited by millions of Residents from around the globe. You’ll also be surrounded
by the Creations of your fellow Residents. Because Residents retain the
rights to their digital creations, they can buy, sell and trade with other Residents. The Marketplace currently supports millions of US dollars in monthly
transactions. This commerce is handled with the in-world unit-of-trade, the
Linden dollar, which can be converted to US dollars at several thriving online
Linden Dollar exchanges.
In this case, the fiction has predicted a major new paradigm where interactive marketing is concerned.Businesses and individuals are looking towards
Second Life as a new medium to grab attention and promote their products and themselves. Wells Fargo Bank, Sun Microsystems, Coca-Cola, and
Toyota have all started building stuff and doing stuff in Second Life as a method
for marketing themselves online. In August, Susanne Vega became the first musician to perform a “live” concert in SL space, through her avatar.
24
MarketTech 08
PODCASTING
A podcast is a digital media file, or a related collection of such files,
which is distributed over the Internet using syndication feeds for playback on portable media players and personal computers. The term,
like “radio”, can refer either to the content itself or to the method by
which it is syndicated; the latter is also termed podcasting. The host
or author of a podcast is often called a podcaster.
Though podcasters’ web sites may also offer direct download or
streaming of their content, a podcast is distinguished from other
digital media formats by its ability to be syndicated, subscribed to,
and downloaded automatically when new content is added, using an aggregator
or feed reader capable of reading feed formats such as RSS or Atom.
While podcasting is a high profile marketing technology, it is very much like
blogs, and the metaphors of blogging, mixed with the metaphors from radio
apply to the medium. Look for more from this medium as we reach ubiquity with
mobile phones that thoroughly integrate music and data storage into them, and
as radio stations around the country, still stuck in a 1960’s model, get with the
program and start offering more of their content in podcast mode.
25
Resources
ADDITIONAL MARKETING TECHNOLOGY RESOURCES:
WEBSITES, LINKS, BOOKS, BLOGS AND
EVERYTHING ELSE
The purpose of this section of the guide is to give you a wealth of resources that can further the learning
process on any of the technologies that we’ve discussed herein and help you put your marketing technology
plans into action
General Resources, Publications and
Websites for Marketing Technology
Information
American Marketing Association >> www.marketingpower.com
eMarketing and Commerce >> http://www.emarketingandcommerce.com/
MarketingSherpa >> www.marketingsherpa.com
ClickZ >> www.clickz.com
Register for updates to
this guide at:
www.mtg08.com
MarketingProfs >> www.marketingprofs.com
Marketing Charts >> www.marketingvox.com
Marketing Vox >> www.marketingvox.com
TechCrunch >> www.techcrunch.com
The Top 50 Marketing Blogs To Watch In 2008 >> http://www.evancarmichael.
com/Tools/Top-50-Marketing-Blogs-To-Watch-In-2008.htm
BLOGS & BUSINESS BLOGGING
SixApart: Guide to Business Blogging >>
http://www.movabletype.com/SixApartGuidetoBusinessBlogging.pdf]
Ogilvy PR: Welcome to Blogosphere: An Executive Blogger’s Guide >>
http://www.ogilvypr.com/pdf/bloggers-guide.pdf
Cerado: The Business Blogging Field Guide >>
http://www.cerado.com/download/CeradoBusinessBloggingFieldGuide.pdf
ProBlogger: A - Z of Professional Blogging Tools >>
http://www.problogger.net/archives/2006/06/27/a-z-of-professional-blogging
Fortune 500 Business Blogging Wiki >>
http://www.socialtext.net/bizblogs/index.cgi
iMedia Connection: 10 blogging tips from 10 bloggers >>
http://www.imediaconnection.com/content/17490.asp
26
MarketTech 08
BLOG PLATFORMS (THERE ARE HUNDREDS,
THESE ARE THE MOST POPULAR)
Blog software comparision chart from USC >>
http://www.ojr.org/ojr/images/blog_software_comparison.cfm
Blogger >> http://www.blogger.com
TypePad >> http://www.typepad.com
WordPress >> http://www.wordpress.org and http://www.wordpress.com
MovableType >> http://www.movabletype.com
Squarespace >> http://www.squarespace.com/
Awareness (formerly iupload) >> http://www.awarenessnetworks.com
BUZZ MONITORING
Marketing Pilgrim: Buzz Monitoring: 26 Free Tools You Must Have >>
http://www.marketingpilgrim.com/2007/08/26-free-tools-for-buzz-monitoring.html
Small Business SEM: SES Session Recap: Buzz Monitoring >>
http://www.smallbusinesssem.com/ses-session-recap-buzz-monitoring/872/
How to put the B in Buzz Monitoring >>
http://www.wiliam.com.au/wiliam-blog/buzz-monitoring
Search Engine Roundtable: Buzz Monitoring >>
http://www.seroundtable.com/archives/014609.html
Web Strategy: Companies that Measure Social Media, Influence, and Brand >>
http://www.web-strategist.com/blog/2006/11/25/companies-that-measuresocial-media-influence-brand/
Center Networks: Firestorm 2.0 - Using Social Media Services to Track The California Fires >> http://www.centernetworks.com/california-fires-social-media
Media Guerrilla: More on Social Media Monitoring >>
http://www.mguerilla.com/media_guerrilla/2006/07/more_on_social_.html
27
Resources
EVERYTHING ELSE
EVENTS & CONFERENCES
Technology For Marketing & Advertising 2008 >>
http://www.t-f-m.co.uk/page.cfm/link=151
New Marketing Summit >> http://pages.newmarketingsummit.com/WebSite/
Index.aspx?C=70000047&S=50000081
IN GAME MARKETING/ADVERTISING (IGA)
Wikipedia: Definition >> http://en.wikipedia.org/wiki/In-game_advertising
Engage Advertising >> http://www.engageadvertising.com/
Massive Incorporated >> http://www.massiveincorporated.com/
iMedia Connection: In-Game Advertising Dos and Don’ts >>
cnet: In-game ads work, study says >> http://www.news.com/In-game-adswork,-study-says/2100-1043_3-5887880.html
IPTV
ArsTechnica: An introduction to IPTV >>
http://arstechnica.com/guides/other/iptv.ars
DailyIPTV >> http://www.dailyiptv.com/
Wikipedia: IPTV definition >> http://en.wikipedia.org/wiki/IPTV
MASHUPS
iMedia Connection: Marketing Mashup Tools >>
Web 2.0 Mashup ecosystem >>
http://www.ipods-and-onlinevideo-reviews.com/web_2_0_news_page_11.htm
MOBILE MARKETING
Wikipedia: Mobile marketing definition >>
http://en.wikipedia.org/wiki/Mobile_Marketing
Mobile Marketing Association >> http://www.mmaglobal.com/
28
MarketTech 08
Retail Wire: Overall receptiveness to mobile marketing >>
http://www.retailwire.com/SmartReply/Images/Cht_Tip7-1.gif
NOC: Mobile marketing in the U.S. vs. Europe >>
http://newsweaver.co.uk/noc/e_article000554240.cfm?x=b11,0,w
Mobivity >> http://www.mobilemarketing.net/
Cellit Mobile Marketing >> http://www.cellitmarketing.com/
PODCASTING
Wikipedia: Podcast definition >> http://en.wikipedia.org/wiki/Podcasting
Business Podcast Marketing Case Study Proves Results >> http://ezinearticles.
com/?Business-Podcast-Marketing-Case-Study-Proves-Results&id=69230
MarketingSherpa’s Practical Podcasting Guide for Marketers >>
https://www.marketingsherpa.com/article.html?ident=29679
Podcast Design: Step-by-Step to a Plan >> http://podcastingscout.com/
RSS – REALLY SIMPLY SYNDICATION
Definition of: Wikipedia >> http://en.wikipedia.org/wiki/RSS_(file_format)
NYTimes RSS Feed page >> http://www.nytimes.com/services/xml/rss/
Stephan Spencer: RSS and SEO: Implications for Search Marketers >>
http://www.stephanspencer.com/archives/2005/03/02/rss-and-seo-implications-for-search-marketers/
MarketingStudies.net: Do Marketers Really Need RSS? >>
http://rssdiary.marketingstudies.net/content/do_marketers_really_need_rss.php
MarketingSherpa: MarketingSherpa’s RSS Help Page >>
http://www.marketingsherpa.com/article.html?ident=27189
iMedia Connection: Start Using RSS Today! >>
ClickZ: 10 Ways for E-Marketers to Use RSS >>
http://www.clickz.com/showPage.html?page=3623776
29
Resources
EVERYTHING ELSE
RSS Service Vendors
Pheedo: RSS Advertising >> http://www.pheedo.com
FeedBurner (Google) RSS Analytics >> www.feedburner.com
About.com: Top 10 Windows RSS Feed Readers and News Aggregators >>
http://email.about.com/od/rssreaderswin/tp/top_rss_windows.htm
RSS Compendium - RSS Readers - Web-Based >>
http://allrss.com/rssreaderswebbased.html
SEARCH & UNIVERSAL SEARCH
Search Engine Land: Google 2.0: Google Universal Search >>
http://searchengineland.com/070516-143312.php
Search Engine Watch: What Does Universal Search Mean for SEM? >>
http://searchenginewatch.com/showPage.html?page=3625951
HP Blog: Universal Search and Ask3D – What Blended Search Models Mean to
Marketers >>
http://h20325.www2.hp.com/blogs/webexperience/achive/2007/09/14/4426.html
Online Marketing Blog: Small Business Guide to Optimizing Universal Search >>
http://www.toprankblog.com/2007/10/optimizing-universal-search/
SOCIAL MEDIA OPTIMIZATION
Search Engine Watch: Social Media Optimization: It’s Like SEO, For Social Sites >>
http://blog.searchenginewatch.com/blog/060829-150053
eBizMBA: 30 Largest Social Bookmarking Sites | October 2007 >>
http://www.ebizmba.com/articles/social30.html
Rohit Bhargava: 5 Rules of Social Media Optimization (SMO) >>
http://rohitbhargava.typepad.com/weblog/2006/08/5_rules_of_soci.html
Search Engine Guide: The Beginner’s Guide to Social Media Optimization >>
http://www.searchengineguide.com/lisa-barone/the-beginners-guide-to-social.php
GrayWolf’s SEO Blog: The Dark Side of Social Media Optimization >>
http://www.wolf-howl.com/seo/the-dark-side-of-social-media-organization/
Social Media Optimization - SMO – SMOmashup >> http://www.smomashup.com/
Pronet Advertising: Introduction to Social Media Optimization >> http://www.
30
MarketTech 08
pronetadvertising.com/articles/introduction-to-social-media-optimization.html
Social Bookmark Creator >>
http://www.toprankblog.com/tools/social-bookmarks/
Social Media Optimization Blog >> http://social-media-optimization.com/
SOCIAL NETWORKING
TechCrunch: Details Revealed: Google OpenSocial To Launch Thursday >>
http://www.techcrunch.com/2007/10/30/details-revealed-google-opensocialto-be-common-apis-for-building-social-apps/
Mark Granovetter: The Strength of Weak Ties >> http://www.si.umich.edu/
~rfrost/courses/SI110/readings/In_Out_and_Beyond/Granovetter.pdf
Cnet: Five reasons social networking doesn’t work >>
http://www.cnet.com/4520-6033_1-6240543-1.html
CNNMoney: The Missing Link >> http://money.cnn.com/magazines/business2/
business2_archive/2006/12/01/8394967/index.htm
Social Customer Manifesto: Why You Shouldn’t Ignore Social Networks >>
http://www.socialcustomer.com/2007/01/why_you_shouldn.html
JasonKolb.com: Cisco’s Social Networking for Business >>
http://www.jasonkolb.com/weblog/2007/03/ciscos_social_n.html
Information Today: Online Social Networking for Business: An Interview with
Konstantin Guericke, Marketing VP, LinkedIn >>
http://www.infotoday.com/online/nov04/bardon.shtml
Wikipedia.org: List of social networking websites >>
http://en.wikipedia.org/wiki/List_of_social_networking_websites
Rev2.org: 33 Places to Hangout in the Social Networking Era >> http://www.
rev2.org/2006/07/11/33-places-to-hangout-in-the-social-networking-era/
Top Ten Reviews: Social Networking Sites >>
http://social-networking-websites-review.toptenreviews.com/
Neighborhood America: Enterprise Social Networks >>
http://www.neighborhoodamerica.com/
31
Resources
EVERYTHING ELSE
SOCIAL SHOPPING
The New York Times: Like Shopping? Social Networking? Try Social Shopping >>
http://www.nytimes.com/2006/09/11/technology/11ecom.html?_r=1&partner
=rssnyt&emc=rss
TRENDS
IBM: IBM Consumer Survey Shows Decline of TV as Primary Media Device >>
http://www-03.ibm.com/press/us/en/pressrelease/22206.wss
TV & Online Video Convergence
http://www.technewsworld.com/rsstory/54425.html
VIDEO
Blendtec interview on Forrester Groundswell: willitblend.com: Speaking through
YouTube >> http://blogs.forrester.com/charleneli/2007/07/willitblendcom-.html
Blendtec “Will it Blend” viral video site >> http://www.willitblend.com/
YouTube >> www.youtube.com
MarketingProfs (Stephan Spencer): How to Market on YouTube >>
http://www.marketingprofs.com/7/how-to-market-on-youtube-some-examples-spencer.asp
MarketingSherpa: Video + Humor + Viral = Lead-Gen Success for Data Backup
Firm >> http://www.marketingsherpa.com/article.html?ident=29883
USA Today: Marketers are into YouTube >> http://www.usatoday.com/tech/
news/2006-04-17-youtube-marketers_x.htm?POE=TECISVA
8 tips to make your YouTube video go viral >>
http://www.webinknow.com/2007/08/8-tips-to-make-.html
MarketingCharts: Google Video Sites Capture Lion’s Share of Viewers, Videos
Viewed in July >> http://www.marketingcharts.com/interactive/google-videosites-capture-lions-share-of-viewers-videos-viewed-in-july-1617/
Contentinople (CMP Media): List of video sharing sites >>
http://www.contentinople.com/proddir/dir_list.asp?dir_id=7
Light Reading: List of 45 video sharing websites >>
http://www.lightreading.com/document.asp?doc_id=112147
32
MarketTech 08
Complete list of video sharing websites from Light Reading. Enter video site
name into a search engine to locate the current URL
5min
Addicting Clips
Aggrega
AniBoom
ApnaTube
Atom Films
Blinkx
Blip.tv
Bolt
Break.com
Brightcove
Buzznet
Castpost
Clesh
Clickcaster
Clipshack
College Humor
Cozmo.tv
Current.tv
Cuts
Dailymotion
Dave.tv
DivX Stage6
Dovetail.tv
DropShots.com
eSnips
Expert Village
Eyespot
Famster
Flixya
Free IQ
Funny or Die
GodTube
GoFish
Google Video
Grouper
Helpful Video
iFilm
JibJab
Jumpcut
Kwego
Liberated Films
LiveDigital
LiveVideo
Lulu.tv
ManiaTV
Mediabum
Meevee
MeraVideo
Metacafe
Middio
Motionbox
Multiply.com
MyHeavy
MySpace
MyVideo
OneWorldTV
Ourmedia
Panjea
Pawky
Phanfare
Photobucket
Podcast Spot
Podshow
Pooxi
Porkolt.com
PureVideo
Putfile
Revver
Rooftop Comedy
Scenemaker
Sclipo
Sharkle
Soapbox
Stashspace
Stupid Videos
Sumo.tv
Super Deluxe
SuTree
TeacherTube
Treemo
Twango
Uncut Video
uVouch
UVU
Veoh
Viddler
Video Webtown
VideoJug
VidiLife
Vidipedia
Vidmax
ViewDo
Vimeo
vMix
Vodpod
vSocial
VuMe
Yahoo Video
Youare.tv
YourKindaTV
YouTube
ZippyVideos
Source: LightReading.com
VIRTUAL EVENTS
BtoB Magazine: Virtual events’ success
grows >> http://www.btobonline.com/
apps/pbcs.dll/article?AID=/20071008/
FREE/71008034/
Biznology: Virtual Events Return Real Value
>> http://www.mikemoran.com/biznology/
archives/2007/09/virtual_events.html
Virtual Event Best Practices with Unisfair >> http://www.virtualworldsnews.
com/2007/09/virtual-event-b.html
A Virtual Events Snapshot: (All data provided by Unisfair)
• Average live duration: 1.5 days
• Average archived days: 90
• Average registration: 3,102
• Average attendance: 1,587
• Show Up Rate: 52%
• Sponsor/Exhibitor Booths: 15
• Leads Generated per Sponsor: 348
• Conference Sessions: 5 per day
• Average attendee time at event: 2 hours 31 minutes
• Average Locations Visited: 16
• Average Attendee Interactions:13
• Average Downloads per attendee: 5
• U.S. Attendees: 58%
• International Attendees: 42%
33
Resources
EVERYTHING ELSE
VIRTUAL WORLD (SECOND LIFE) MARKETING
Naturlasearchblog: Brave New Future of SEO & SEM? Marketing thru Second
Life >> http://www.naturalsearchblog.com/archives/2006/10/24/brave-newfuture-of-seo-sem-marketing-thru-second-life/
Webpronews: The Marketing Potential of Second Life >> http://www.webpronews.com/blogtalk/2006/06/26/the-marketing-potential-of-second-life
Second Life: Marketing Section >> http://wiki.secondlife.com/wiki/Marketing
openPR: First customer satisfaction survey in Second Life >>
http://openpr.com/pdf/17221/First-customer-satisfaction-survey-in-SecondLife-insufficient-customer-care-and-opportunities-for-interaction-betweenSecond-Life-users-and-companies-identified-as-the-main-weakness.pdf
Second Life Grid: How Organizations Use The Platform >>
http://secondlifegrid.net/how
WEB 2.0
All things Web 2.0 directory >> http://www.allthingsweb2.com
PEW Internet: Riding the Waves of Web 2.0 >>
http://static.scribd.com/docs/aoi8swiquwc99.swf?INITIAL_VIEW=width
Web 3.0
http://publications.mediapost.com/index.cfm?fuseaction=Articles.
showArticleHomePage&art_aid=57532
http://www.personalizemedia.com/index.php/2006/08/27/virtual-worlds-web30-and-portable-profiles/
http://civicminded.corante.com/archives/2006/08/second_life_targets_existing_b.php
http://www.readwriteweb.com/archives/eric_schmidt_defines_web_30.php
http://www.beloit.edu/~pubaff/mindset/
http://www.nytimes.com/2006/11/12/business/12web.html
http://www.iht.com/articles/2006/05/23/business/web.php
34
MarketTech 08
WIDGETS
UPS Widget >> http://www.widget.ups.com/widget/en-gb/index.html
MarketingSherpa: Special Report: Marketing With Widgets - Usage Data, Tactics
& Test Results >> http://www.marketingsherpa.com/article.html?ident=30137
Widget Best Practices: Clearspring >>
http://www.clearspring.com/docs/tech/widget-dev/best-practices
TechCrunch: Desktop Widgets 101 >>
http://www.techcrunch.com/2007/01/29/desktop-widgets-101/
Sexy Widget: Reviews and analysis of widgets, toolbars, and distributed businesses of all flavors. >> http://www.sexywidget.com/
Makeuseof.com: 6 Cool FREE Widget Platforms for your PC >>
http://www.makeuseof.com/tag/widgets-and-widget-platforms/
Popular Widget Platforms & Providers:
• Yahoo Widget Engine
• Facebook
• Google Gadgets
• Clearspring
• Widgetbox
• Musestorm
• Snipperoo
• MySpace
WORD-OF-MOUTH MARKETING
WOMMA >> www.womma.org
MarketingCharts: Word-of-Mouth Marketing Spending to Top $1 Billion in 2007 >>
http://www.marketingcharts.com/interactive/word-of-mouth-marketing-spending-to-top-1-billion-in-2007-2424/
35
Terms
Marketing Technology and
Social Media Terms
Before you pack your marketing bags and embark on a journey into the world of social media, you’ll need to
know the language. Listed below are 25 basic conversation starters, partially excerpted from OneUpWeb’s
recent Pocket Guide to Social Media. For the purpose of consistency and timeliness, most other definitions
herein are sourced from Wikipedia [www.wikipedia.org] or Webopedia [www.webopedia.com]
Avatars
Graphical images used in virtual worlds to represent people. Users can create
Avatar visual personalities selecting a gender, body type, clothing, behaviors
and name.
Blogs
Register for updates to
this guide at:
www.mtg08.com
Shortened from the original term “Weblogs,” these self-published websites containing dated material, are usually written in a journal format. Content such as
text, pictures, video and/or audio have URLs plus other ways of identifying them
by keywords (tags). This allows visitors to pull items to their desktop through
subscriptions or aggregators without having to visit the actual website. Blogs
often have links to other relevant online content, plus invite feedback through
“posts” which are comments from readers.
Buzz Monitoring
Buzz monitoring is a phrase used in Online Public Relations and social media
marketing to track relevant conversations on the Internet.
Chat
Real time interaction on a web site, with a number of people adding comments
via text entries.
Consumer-generated media (CGM)
First-person commentary posted or shared across a host of expression venues,
including message boards, forums, rating and review sites, groups, social networking sites, blogs, video-sharing sites, etc..
Crowdsourcing
This refers to harnessing the skills and enthusiasm of those outside an organization
who are prepared to volunteer their time contributing content and solving problems.
Feeds
The means by which you can read, view or listen to items from blogs, podcasts
and other RSS-enabled sites without visiting the site, by subscribing to a directory or aggregator such as iTunes or Bloglines.
Folksonomy
A term for the collaborative, but unstructured, way in which information is categorized on the web. Instead of using one, centralized form of classification,
users are encouraged to assign freely chosen keywords (called tags) to pieces
of information or data.
36
MarketTech 08
Link Baiting
The process by which websites, blogs, etc. encourage links from other sites to
improve popularity and raise positions on search engines. The enticement may
include content, online tools, free downloads, or anything else that another site
owner might find worthy of a link.
Lurkers
People who read but don’t contribute or add comments to forums.
Mashups
An online service or software tool that skilled “techies” develop by combining
two or more tools to create an entirely new service.
Meme
A unit of cultural information such as a popular tune, catch-phrases, beliefs or
fashions that can virally propagate from one mind to another. Online, it may be
shared among bloggers or participants of social sites as a game, activity or quiz
(e.g., name 50 favorite authors, the 100 worst songs, 10 favorite movies).
Mobile Marketing
Mobile Marketing is meant to describe marketing on or with a mobile device,
such as a mobile phone. Marketing on a mobile phone has become increasingly
popular ever since the rise of SMS (Short Message Service) in the early 2000s in
Europe and some parts of Asia when businesses started to collect mobile phone
numbers and send off wanted (or unwanted) content.
Narrowcasting
A term used in opposition to “broadcasting” to describe a podcast’s ability to
reach a narrowly focused, highly interested audience.
Ping
An acronym standing for “packet Internet grouper” or “packed Internet gopher,”
this is an automatic notification sent when a blog has been updated. It also describes the automatic communication between networked computers/servers.
Podcast
A digital broadcast made available on the internet. Currently the majority of these
broadcasts are audio files sent to directories through XML feeds and RSS—or
Really Simple Syndication—formatted XML files. The word “podcast” is derived
from “pod” as in Apple’s iPod, the popular portable audio player, and “cast” from
“broadcast,” meaning “to transmit for general or public use.”
Podcatcher
A term for programs used to automatically subscribe to and download podcasts;
also called an aggregator. Podcatchers typically seek out new podcast episodes
or items as soon as the program is opened.
37
Terms
Marketing Technology and
Social Media Terms
RSS
Standing for Really Simple Syndication, RSS is the XML format that allows you
to subscribe to content on blogs, podcasts and other social media, and have it
delivered to you through a feed.
Social bookmarking
The collaborative equivalent of storing favorites or bookmarks within a web
browser. Social bookmarking services such as del.icio.us or Furl allow people to
store their favorite websites online and share them with others who have similar
interests.
Social media
The term used to describe the tools and platforms people use to publish, converse and share content online. These include blogs, wikis, podcasts, and the
sites dedicated to share information, stories, photos, audio and video files, and
bookmarks.
Social media optimization
Social media optimization (SMO) is a set of methods for generating publicity
through social media, online communities and community websites. Methods
of SMO include adding RSS feeds, adding a “Digg This” button, blogging and
incorporating third party community functionalities like Flickr photo slides and
galleries or YouTube videos. Social media optimization is a form of search engine
marketing.
Social media optimization is in many ways connected as a technique to viral
marketing where word of mouth is created not through friends or family but
through the use of networking in social bookmarking, video and photo sharing websites. In a similar way the engagement with blogs achieves the same
by sharing content through the use of RSS in the blogsphere and special blog
search engines such as Technorati.
Social networking
Sites developed to help people discover new friends or colleagues with shared
interests, related skills, or a common geographic location. Leading examples
include Friendster, LinkedIn and MySpace.
Tagging
A way of categorizing online content using keywords that describe what can be
found at a website, bookmark, photo or blog post.
Video Podcast
A podcast with enclosures containing video files rather than audio ones. Unlike
audio podcasts which may only contain MP3 files, various file types can be used
when podcasting video.
38
MarketTech 08
Viral marketing
The planned promotion of a product, brand or service through a process of
interesting actual or potential customers to pass along marketing information
to friends, family, and colleagues. This word-of-mouth advertising is usually accomplished by a creative use of social media and other non-traditional marketing channels.
Viral Video
The term viral video refers to video clip content which gains widespread popularity through the process of Internet sharing, typically through email or IM messages, blogs and other media sharing websites. Viral videos are often humorous
in nature and may range from televised comedy sketches to unintentionally
released amateur video clips.
Virtual worlds
Sites such as Second Life, where individuals can create profiles and representations of themselves (avatars) to interact with others in an imaginary world.
Marketers have taken up real estate on Second Life in an attempt to extend their
brand to potential new customers.
Wiki
An online, collaborative work space for multiple users of a web page—or set
of pages—that can be edited collaboratively. The best known example is wikipedia, an encyclopedia created by thousands of contributors across the world.
Once people have appropriate permissions—set by the wiki owner—they can
create pages and/or add to and alter existing pages
YouTube
YouTube is a video sharing website where users can upload, view and share
video clips. YouTube was created in mid-February 2005 and uses Adobe Flash
technology to display a wide variety of video content, including movie clips, TV
clips and music videos, as well as amateur content such as videoblogging and
short original videos. In November 2006, Google Inc. acquired YouTube.
Source: OneUpWeb,Wikipedia, Webopedia and the
American Marketing Association
39

Dana VanDen Heuvel | The MarketingSavant Group dana

Transcription

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