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ad:tech San Francisco Round-Up 1

Published April 22nd, 2008 in Announcement, Conferences and Quick Post. 1 Comment

ad:tech day one
This is about 15m before the start of ad:tech at ion interactive’s coffee meet-up. I’m yet to worn out by the constant writing, twittering, schmoozing and partying that is the life of an ad:tech journalist. :) (Photo Credit: Steve Hall)


I’ve been busy at ad:tech San Francisco last week, covering sessions for AdTechBlog.com. A great, but slightly taxing experience to write for all of the assigned sessions. I look forward to having the opportunity to do it again next year.

Here’s some of my witting that has been published so far over at the ad:tech blog:

  • Mobile Advertising: Does Adidas Show it’s Already Here?
    Showcasing case studies from Transformers, Verizon and a particularly great case study on Adidas’ “Basketball is a Brotherhood” campaign and how mobile helped Adidas’ NBA stars like T-Mac connect with people at a personal level. This was one of my favorite sessions.
  • The Modern Agency: We’re Still Trying to Find One
    We’ve been debating the “Modern Agency” for some time. This session, with panelists from Carat to AKQA, shows we know we need a Modern Agency, but it is apparent we still have trouble understanding exactly what that is.
  • A Socratic Dialog on Media and Entertainment
    Discussion with people from Martha Stewart Digital, Ogilvy West, CNet and a former Walmart exec on the fracturing of media - from Hulu to Video-on-Demand to podcasting - and how to formulate the right mix of media for your audience.

If anyone has feedback on the articles, please comment on the appropriate page above at AdTechBlog.com.

To everyone that has been twittering and commenting to my articles here at Emergence-Media, thank you for all of your feedback. I’ll be sure to respond to all of them this week. This week is Web 2.0 Expo week, but I’m still feeling exhausted from last week’s ad:tech madness.

Party at Otis & Blogging at AdTechBlog.com

Published April 15th, 2008 in Agency Life, Analytics and Conferences. 0 Comments

ad:tech San Francisco

Hi Everyone,

For the duration of the week, I’ll be mostly blogging over at AdTechBlog.com to cover ad:tech San Francisco with Steve Hall and six other fine bloggers journalist.

Catch up on all the ad:tech fun over at:

  1. http://AdTechBlog.com/
  2. http://twitter.com/danielriveong
  3. http://flickr.com/photos/emergencemedia

And if there are any exclusive ad:tech parties, please send an invite my way!

On another note, my employer, e-Storm International, is throwing an ad:tech party in Otis Wednesday night at 6pm. RSVP details over at the e-Storm Blog.

Cheers!

Daniel

Twitter: A Case Study on Social Media Relations

Published April 14th, 2008 in Community Marketing, Social Media, Social Media Marketing (SMM) and Strategy. 20 Comments

Twitter Logo

Twitter - the mobile-based microblogging service - has become the new darling among social media marketers and internet geeks since the SXSWi conference in 2007. Lacking any kind of monetization model, Twitter seems a trendy but not sustainable company, like PointCast in the 1990s.

Twitter: 10 Downing Street, Zappos, Amazon.com, NYTimes, H&RBlock

Maybe Twitter wont be around to see 2010, yet many major brands have moved in to communicate with consumers and the world via Twitter: H&R Block (Finance), 10 Downing Street (The UK equivalent of US “White House”), Zappos (Online Retailer) and countless others like BBC News to Yahoo’s Marketing Team and Amazon.com to the New York LaGuardia airport. Is this wasted energy by the PR/Marketing offices of H&R Block or even US Democratic presidential candidate Barack Obama’s social media team?

The short answer is: no.

But to expand more, let’s discuss two subjects:

  1. Two Quick Reasons to Consider Twittering for your Brand
  2. Case Studies on the 3 different types of Twitters:
    Conversational, News Item and Reputation Monitoring Twitter Users

Continue reading ‘Twitter: A Case Study on Social Media Relations’

Social Media Monitoring: Broken Conversations, Broken Tools

Published April 11th, 2008 in Social Media. 9 Comments


(Photo from Thomas Hawk)

They say what you say online is there forever. But how trackable is it?

The ultimate allure of online marketing is accountability. You cannot count how many people saw a billboard on the 280 freeway, but you can count how many saw a banner ad on CNN. And even, if that click became a sale.

But just as tracking clicks online have limitation, so does tracking conversations, influence and word of mouth. How do you track conversations that occurs between different social media websites?

From Todd Defren:

You write a blog post. You tweet about it. It gets posted to your FriendFeed profile. You share it via Facebook. You save it to del.icio.us.

…

Or, they comment directly via your FriendFeed profile. Or they comment on your Facebook post.

Social Media’s Broken Conversations & Broken Tools

Such “broken conversations” can have potential implications for the social media monitoring, as Todd Defren smartly points out:

Social Media Monitoring vendors like Radian6, Buzzmetrics, etc. who may judge a bloggers’ level of importance & engagement by evaluating the comment threads that follow each post. If those comment streams are happening in Twitter, Facebook, FriendFeed, etc., I doubt it’s being captured and evaluated by the measurement gurus – thus undervaluing many bloggers’ influence (and certainly discounting their level of “engagement”).

So, is it time to panic? Not quite.

Continue reading ‘Social Media Monitoring: Broken Conversations, Broken Tools’

Responding to Rubel: Word of Mouth and the Tipping Point

Published April 7th, 2008 in Commentary, Social Media, Strategy, User Behavior and Viral Marketing. 3 Comments

The past five years have been marked with “social” and “viral” buzzwords about how to best do marketing and advertising. We’ve been hearing everything from “Tipping Point” and”Mavens” to lots of mentions of “influencer” and “A-List Bloggers”. Yet, the increasingly popularity of these terms also breeds confusion. That’s how I feel about Steve Rubel’s latest posting called “Trust in Peers Trumps the ‘A-List,” Study Finds’“.

In it Steve Rubel writes:

There’s an ongoing debate online and in marketing circles as well over who “matters”: the super node influencers or basically anyone that a particular peer group looks to for information, entertainment, inspiration and more.

This meme got kicked around in the ’sphere a few weeks back when Duncan Watts released some research that contradicts Malcolm Gladwell’s theory outlined in The Tipping Point. Today, however, there’s new data that to me may just reveal that Watts is right. The key factor, once again, all comes down to trust. (Emphasis is mine.)

His specific evidence?

Mediapost reports that a new study from Pollara found that people who engage in social networks and communities put far more trust in friends and family who are online than in popular bloggers, or strangers with 10,000 MySpace “friends.”

Unfortunately, Steve Rubel is conflating several separate issues on what is Word of Mouth, an influencer and an “A-Lister”.

Continue reading ‘Responding to Rubel: Word of Mouth and the Tipping Point’

Daniel Riveong

About

Emergence Media is written by Daniel Riveong, an Internet Marketer working at e-Storm International in San Francisco, California. He's been active in the field of SEO and Analytics for over 8 years. Disclaimer: All postings here are personal writings and does not necessarily represent those of e-Storm International.

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