I've been at AdTech in SF, and attending the social media panel. I'm actually really enjoying this conference, even if it is all about ads. There are lots of people here in other businesses, and really interesting stuff going on. Notes are below under more. AdTech blog here.
MODERATOR: Rick Bruner, President, Executive Summary Consulting
PANELISTS: Heath Row, Editorial and Community Director, Fastcompany
Adrian Scott Ph.D, CEO & Founder, Ryze
David Reis, President & CEO, DEI Worldwide
Evan Williams, Program Manager, Blogger, Google
Mena Trott, Co-Founder and President, Six Apart
Social media list from Rick:
* Social Networks
* Craig's List
* Message Boards
Evan - this is the "new social web"
Microsoft is building social media into word (blogs mostly)
Examples of blogs used for or in business as screenshots:
* Stoneyfield farms
* Jones Soda
* MS employees
* Nokia photo phone blog (3650)
* Seth Godin - blog book tour
* Nick Denton's stuff
* Richards Interactive -> invited bloggers to participate in product launches
* Hello.com - photo games
* Textamerica - moblogs
* SMS Ads
* Reality Adverts -KFC, Fox Pitch-o-rama, MoveOn
Evan - this is the "people powered internet" and is about making links
Mena - largest influx of mainstream users is coming now, there will be more communications between small communities that matter; Business: it's really important to communicate well with your community, as we saw last week... told MT story of freeware to asking people to pay.. trackbacks led to her seeing users tell her everything from "FU MT, to it's cool, to everyone else is a winer..."
David Reis - DEI is an interactive product placement firm
90% of content on internet users put up and aren't commercial
How do you make people advocates?
Believes the future is txt based.
Heath Row - media diet?
Rich networks are used to diseminate information, but it's tricky. As soon as a blogger is a paid shill, no one will read that blog..
Common threads of trends? What's in it for marketers?
Is there a private Ryze area, ex: the "saturn" users?
Scott - the more conversation within a group - the more difficult it is to scale, so these conversations work better with a small group
Deis -- KEY: you must represent a company honestly and be willing to get feedback and converse with your customers -- if you do this you can represent products to people
Are there good or bad examples?
Melissa Barron, SrVP of Sales at Salon from Audience: at another conf on this, the iMedia guy said: we'll grab the best bloggers from Salon and shill to them to get them to promote our stuff (she was exasperated by this)
Rick - "blogs are the ultimate meritocracy"
-- Live Journals and Zanga appeal to kids but there are many other genre's
-- Bad example is the Raging Cow thing where Pepsi said to the kids "don't tell anyone" we gave you the tshirts and other stuff, and the press had a field day, though Pepsi didn't necessarily tell the kids what to write...
Mena: gave the example of the post she did on teh Samsung E715, because she really likes the phone. But when she realized the traffic, she put an ad at the bottom and has made $250 for that post alone. She didn't write it to make money, but it turned out that it did.
Heath -- if you're honest, you can do things like that an people don't mind, but if you hide, people get mad.
Reis -- most ad copy, PR stuff, like Marcom, doesn't work -- it doesn't reflect how people talk and people know it's crap
Heath -- their blog increased traffic 25% over their website - it was one of the first business blogs; blogs and social media are key to getting people to "connect, communicate and collaborate" -> get people to do it and then they will make more content for you
?? audience person from Ad Agency: how do we recommend to clients that they do this?
Heath: every company should have a blog, no matter how small; people will get a sense from the blog that the company is alive, make it personal; can't wait until Bill Gates blogs for himself and has actual typos. Typos mean you are human, it's direct, immediate, not perfect.
? from audience, Media and PR: If you have a client, the volumn for an ad deal means that only 3 or so blogs will fit the topic and traffic requirements, so what do you do, trying to advertise on blogs? There is a volume challenge.
Heath: for books, you can see Seth Godin on the NYT and WSJ's lists at #1, but you can also look at Technorati's book list and see it there, because people are talking about it.
Dies: It's a mistake to think that lots of traffic is all the same. The question is, Is every impression the same? No. Does broad scope (broadcasting) sell your product? The types of impressions are very important.
Rick: txt ads for subserviant chicken might resonate more with bloggers.
?? audience, where is the business model for Social Networks?
Scott: Ryze is making steady progress, and is the only profitable SN....
Blogpulse guy from the audience: What extent are we going into a new phase on blogging? Thinks mobile phones and moblogging are key to more mass adoption.
Example: Nokia Life Blog.
Mena: people say blogs take too much thought, but moblogs are easy -- here to stay.
Example: poptarts.com uses to sell tickets to American Idol, gave the tickets away one day early and got twice the response as the number of secret codes they gave away.Posted by Mary Hodder at May 24, 2004 11:47 PM | TrackBack