advertising - Adam Bohannon on Diigo

"It's really an evolution of media from a one-way direction to a highly interactive model, where people are developing relationships around content. That drives engagement...and creates a whole new opportunity for business," Mike Jensen, director of technology group at Credit Suisse,
One opportunity for new business is in e-commerce.

Dave McClure, an angel investor at 500 Hats, believes the future of the business will be in so-called social commerce, or the intersection between online shopping and socializing. Netflix might be an example of early social commerce because it encourages members to recommend movies to friends. But he envisions social commerce going much further.
8 more annotations...
- "Social commerce is where (the business is) headed. Companies that have mined enough social graph data and can combine shopping to it--whoever figures that out, they will be set," McClure said during a panel.
- more developers should be working on applications that provide utility to people, rather than just entertainment. For example, spin-offs of Twitter for health care or emergency workers could hold promise
- Thanks to social networks like MySpace and Facebook, companies are armed with much more data on people's habits, preferences, and social behavior. Executives believe that data, if used right, can build the next advertising giant.
- Still, social networks have long been challenged to sell their inventory to mainstream advertisers for several reasons. For one, advertisers are squeamish about putting their brands next to a user-generated video of high-school band practice, for example. Another reason is that salespeople from social networks don't speak the same language of metrics that traditional advertisers and agencies speak.
- "The promise for this space is that you've got this engaged audience--people spending 20 to 40 minutes talking to each other in a way they haven't before--and if you put these ads in front of them, what do you call it and how do you sell it to agencies?"
- MySpace is seeing early success for its advertising service called hypertargeting, which lets advertisers reach customers by their behavior on the social network. Oberfest said people are responding more positively to those ads.
- Seth Goldstein, founder of SocialMedia Networks, an advertising platform for social networks, said that he envisions an open system from Facebook or MySpace that would allow companies to look at a person's social graph, or collection of their friends. Then the company could extract who is most influential to that individual in areas like travel or movie recommendations.
  
  "If I can select the right person to have influence over you, I can choose that person to send you a message," he said.
- Nicolas Kardas, senior product manager at Microsoft's Windows Live Platform group, said despite the forward twist on social media, the business models aren't that different than those of years past. It's just that with social networks, companies know much more about the consumer, and that information delivers the option of a much bigger premium for advertising.

02 May 08

The Next Big Thing: Twitter and Microblogging - Business benefits to Twitter

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social media twitter microblogging advertising

Business are also using Twitter for direct outreach to customers: Dell offers discounts on Twitter, and @Freshbooks is an example of a great small business using Twitter to connect directly with customers and prospects.

28 Apr 08

Marketbright Uses Social Media in New Offering to Enhance Customer Experience

Marketbright, the only
on-demand emarketing solution with an integrated web content management
platform, today launched Brightsite, a new product that uses aspects of social networking to
create a stronger bond between sales, marketing and the customer.
Brightsite effectively creates the equivalent of a B2B shopping cart for
enterprise web sites.

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social media emarketing marketing advertising b2b

16 Great Ways To Approach Social Media Marketing - A Beginner’s Guide

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social media marketing advertising tips resources

Social media expansion is important because this provides foundations for broader / faster mindshare, along with supporting your search engine marketing objectives. You *can* convert traffic if you target appropriately (research needed), and do not spam.
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- Tip #1 - Assistance:
  
  Limit talking about yourself, at least initially - provide ways to help others instead. This is probably the most important tip in the social media workplace. Say you are building your new del.icio.us profile, make sure to bookmark other useful resources and sprinkle yourself lightly. It’s about “them”, not “you”. Don’t forget this important rule!
- Tip #3 - Contribute:
  
  Be the one to create (quality) content. While community is Queen in Social Media, quality content is still King, and always will be. Studies show that people are reading much online, but a much smaller group is contributing content. This can mean good opportunities for you.
- Tip #4 - Connect:
  
  Reach out to the influencers in your niche, be polite, honest, sincere, and you’d be amazed what brand advocates can do for you.
- Tip #5 - Position:
  
  Position yourself in front of consumers’ passions. It can and will create a powerful outcome for your brand.
- Tip #6 - Blog:
  
  Make sure you have setup a blog. These numbers are not to be overlooked. I think Technorati is tracking over 110 million blogs now, and growing at a furious pace, even excluding splogs (spam blogs).
- Tip #7 - Links:
  
  Don’t be afraid to link out to other blogs and websites in general. Links are what search engines and users make good use of - and search engines would not survive without them. Give others the love too.
- Tip #8 - Videos:
  
  Video consumption is growing fast. Create a “how to…” or “top tips…” videos and submit to YouTube. It has wide reach, and you could have millions of people see it. For even wider distribution, you should try tubemogul.com or vidmetrix.com, tools to help automate. In generating all content, make sure to keep #1 rule in check. It’s fine to brand with a URL at the end of the video, but no direct selling. Humor, controversy and weird stuff works very well, keep that in mind - don’t be afraid to test.
- Tip #9 - Technorati:
  
  You said you have a blog, right? Claim your blog at Technorati.
- be the first to comment and engage in your topic. First commenters often get more visibility and traction.
- Tip #12 - MicroCommunities:
  
  Locate and join microcommunities - they are social communities that are relevant to your business. Some examples are education.com, nowpublic.com, travbuddy.com, gardenweb.com, shoetube.com, yelp.com and care2.com (non profits). It is much easier to have your voice heard in these and similar markets, than trying a post to Digg that may go nowhere. Those are the perfect places for the “big fish in a small pond” rule. Create highly relevant and linkworthy content, research what others are writing about, and connect with the top players and influencers.
- Your Top Social Media Starter Resources (not necessarily in order of importance):

Twelve Horses | Web Design, Development, Online Marketing, Search Engine Optimization

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twelvehorses design web advertising marketing

Drew McLellan - The Marketing Minute: What social media tools are a must for business?

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social media marketing advertising web

A blog - it's becoming essential.
LinkedIn - builds online credibility & good opps with Q&A
13 more annotations...
- Measurement tool - I just started researching social media monitoring tools and I'm convinced to really demonstrate ROI and worth, you need a specialized tool. I just reviewed Social Radar on my blog & there's many others popping up everywhere.
- Specialised forums - our 'forte' are the DIY forums where we give out free advice, using our business name as nickname - again a great webtool. Investment is more in time than money but works a treat for us.
- I think internal tools are going to be a huge necessity in the coming years - wikis, CMS, internal blogs, IM etc, etc. In fact, I would go so far to say that internal tools for employee collaboration will be the leading edge of the social media wave for businesses. The generation of workers coming through the ranks now are going to be able to wield these with incredible effectiveness. I see it happening in a lot of businesses I deal with.
- flickr
- Find your key audiences on technorati, build multiple blogs to focus and talk to each audience, post good copy and throwin a few flickr images and youtube video's.
- the companies that can harness the collaborative power of some of the social media tools are going to have a huge advantage.
- The reality is...today's 20-something is entering the work place already using this stuff. Employers are wise to tap that natural gift.
- We've become regulars at two very different DIY-forums (found them when I did research for my own website - they were already well established forums - means high ranking incoming links when I manage to add a link in our reply - only when it's appropriate otherwise it might be considered advertising).
- In the last two years we gained 6 -7 clients (for large floors) directly or indirectly from these forums - and it only costs us a bit of time to respond to the questions there - 'easy money' ;-)
- I think it is best to focus on just one good, strong blog. There are hundreds of different ways of promoting that blog through a mixture of SEO, traditional marketing, PR, much smaller blogs, social networking, and more.
  
  Social networking to promote your business but, also, you main blog. Your blog is like the heavy cavalry and your social networking tools: like the scouts or the light infantry.
- But your example is perfect one. I think the trick is think different. See what the others in your industry don't see.
- The utilities category is a great one. Don't talk to me about utilities...talk to me being green or keeping my family safe at home. One of the things I believe most businesses miss when it comes to social media is that it's not really about them or what they want to talk about.
- Depends on the relationships you're trying to build -- where are they hanging? What tools are they using? Who will be the face of your business?
  
  It's not about the tools, but it IS about the talk. That said,
  
  For listening (which always comes first), FriendFeed. For quick chat, Twitter. And of course....a blog site.

27 Apr 08

Amazon.com: Marketing Straight to the Heart: From New Product Development to Advertising -- How Smart Companies Use the Power of Emotion to Win Loyal Customers: Barry Feig: Books

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marketing book advertising

Discover Your Groundswell Social Technographics Profile

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social media technographics quiz demographics marketing advertising

Branding, the Most Important Factor of | Jacob Morgan's Marketing Ideas and Rants

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social media branding advertising marketing

So what’s the difference between branding fifty years ago and today? What’s the most important factor for successful brand building? One word, relationships. That’s right, relationships. It’s not about how many people you reach, how many impressions you get, or how many times your commercial plays on the television. It’s about the conversations you are having with people, it’s about the relationships you are building. Your customers are your friends, treat them as such. Your brand should be a massive relationship builder. Branding is becoming less and less about sitting behind your computer and writing press releases. Branding is becoming more about in person interaction, about face to face contact, and about one-to-one marketing.

25 Apr 08

Futuristic Play by Andrew Chen: Viral marketing, activation, and retention metrics - commentary on Dave McClure's Web 2.0 presentation

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social media marketing advertising viral web internet

InternetNews Realtime IT News - Google Display Ads in Your Pocket

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google mobile advertising

Google has already been selling mobile text ads through its cost-per-click AdSense program, which it is now expanding to offer contextually targeted graphical banners, formatted to fit within the constraints of the mobile browser.
Nevertheless, Apple's (NASDAQ: AAPL) iPhone has shown that with a decent screen size and intuitive navigation, U.S. consumers will use their phones for activities other than talk and text messaging. Google is hoping that efforts such as its own Android initiative will lead to a new generation of handheld devices that help the mobile Web live up to its promise.
6 more annotations...
- JupiterResearch analyst Neal Strother concurs with Google's claim that mobile display ads have a higher clickthrough rate than Web display ads. A clickthrough rate of 5 percent to 6 percent for mobile ads is common, Strother said, whereas a 3 percent clickthough rate for online display ads is very high.
- Part of that success for mobile ads could relate to the novelty of the format, Strother suggested. As people grow more accustomed to seeing ads on mobile Web pages, clickthroughs will decline, the argument goes.
- Over the past year, Jupiter estimates that fewer than one-fifth of all companies created any type of mobile advertising. The firm projects that in the next year, 34 percent will be advertising on mobile devices, but of those, more will engage in some kind of texting campaign than search or display advertising.
- While "some of the bigger brands have made some serious commitments to mobile," Strather said that the tendency among advertisers is to make mobile a microcosm of an aggregate digital budget, or to treat mobile advertising as an experimental expense.
  
  "Very few companies on the advertising side have made mobile a standalone item on a line-item budget," Strother told InternetNews.com.
- The company is trying to keep file sizes small, so that the ads do not unduly slow the load times of mobile Web pages, Agarwal said. Slow speeds have been a common complaint about the experience of browsing the Web on a mobile device.
- Google also said it will only show one display ad per page.

Businesses told to exploit social media

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social media business marketing advertising web internet

"The move toward social media is as big a change as Gutenberg and the printing press," said Karl Long, a product manager at Nokia. "Social media is the ability for anyone to publish anything without any cost."
Panelists said the social media sites are changing communications.
4 more annotations...
- The panelists said businesses are beginning to recognize the benefits of having conversations with consumers.
- businesses can learn from young people who create their own sites.
- Social media can be used to create word-of-mouth advocacy for products or services,
- real estate agents, for instance, are using Web sites that include reviews from clients after their homes have been sold.

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