EyeSee

Thanks to all the organizers, Social Media Week in Toronto was a huge success. A special thanks goes out to Eli and Jyotika for making all the arrangements. A big thanks to both Michele and Shannon for live blogging via Facebook and CoverIt Live.

I had a blast and thanks to all for attending the Navigating User Generated Content presentation. There were well over 130 people signed up therefore I was not able to offer the interactive workshop I had originally planned, instead I went for a discussion and presentation.

With over 100 peeople in the room it’s always a challenge to know where to start as everyone’s level of understanding will be different. My strategy was for everyone to leave with some new ideas. For the young, it was to raise awareness to the fact that older people did not grow up with this technology and that media was a high budget production by the experts which took a long time. Social media has now changed that by making it available, in real time, byanyone for everyone.

This was followed by some exploration of tools followed by an indepth case studies. I ended with a group discussion on how to use these tools to gain exposure on a tight budget.

So how did I do? Well it’s always hard to tell, I know there was a fair bit of note taking, followed by light bulb moments from the audience during the case studies. So it’s safe to guess that the beginner and intermediate group had some take aways’. It was hard to say if I had something new for the advanced in the room, if any.

To top it all off I was interviewed by Jennifer Hollett from CBC and we had a blast playing traditional media rocks vs social media rocks.

Here’s the segments where they talk about smw on CBC, Connect with Mark Kelly. It’s long but here are the segments when there are mentions 00:01:11-00:01:20, 00:21:38-00:21:48, 00:52:00-01:55:02, Enjoy

There is a really awesome event happening globally….Social Media Week. So Toronto, New York, London, Berlin, Sao Paulo, San Franscisco all having amazing events simultaneously at the same time.

I’m here in Toronto participating in the fantastic event, at the Rivoli currently listening to Nelson Ko talk about the world ofWikis.

I will be on at 3:30pm talking about Navigating User Generated Content.

We will be attempting to live blog this event (dependent on the internet connection here). If you can’t make it here but do have questions please let the moderator know. She will relay the message and I will answer your questions.

There is a really awesome event happening globally….Social Media Week. So Toronto, New York, London, Berlin, Sao Paulo, San Franscisco all having amazing events simultaneously at the same time.

I’m here in Toronto participating in the fantastic event, at the Rivoli currently listening to Nelson Ko talk about the world of Wikis.

I will be on at 3:30pm talking about Navigating User Generated Content.

We will be attempting to live blog this event (dependent on the internet connection here). If you can’t make it here but do have questions please let the moderator know. She will relay the message and I will answer your questions.

See you online at 3:30 pm.

You can also follow the conversation on Twitter via #smwto

For photos/videos check out Facebook and YouTube.

See you online at 3:30 pm.

You can also follow the conversation on Twitter via #smwto

For photos/videos check out Facebook and YouTube.

Social Media is not just for marketing. In the early days it was used by the big brands for marketing. They typically had large budgets and therefore were always open to experimentation. Now that this technology is part of our daily lives it can be used for all kinds of purposes.

One area that it’s being used very successfully is for social change.  Jeremiah Owyang, from Forrester,  used his blog to raise awareness to the after effects of the earthquake in China.

Twestival was an event that took place on Feb. 12th 2009 in over 100 cities around the world to raise awareness and $$ for charity:water.

GenY Ottawa is featuring Susan Murphy who has been involved in numerous social media for social change projects.

Event: #GenYOTT — Ring in 2010!

Date: Thursday, January 14, 2010 from 7:00 PM – 10:00 PM (ET)

Location:
Foundation
18B York Street
Ottawa, Ontario K1N5S6
Canada

It’s sold out however do follow the conversations on Twitter

#GenYOTT

@Japman_Bajaj

@JenButson

@MattRichling

@lkerton

@SuzeMuse

I am looking forward to the MBA Café by the Telfer School of Management. I get to talk about social media from a different angle, Stories from the front-lines of Social Media

I will present compelling examples of how social media have been used to dramatic effect in driving business performance (as well as a case where it failed). Attendees will come away with an appreciation of the power and the limitations of this exciting new communication tool.

So come on out and meet some great people as well as some social media fun.

Where: Clock Tower Brew Pub, 575 Bank Street, Ottawa
When: Monday, November 30th, 2009
Time: 6:00 pm

As always you have to register.

I am super excited about a very unique event taking place in Ottawa this week. It’s called Connect the Dots. It is geared towards women in Ottawa who are interested in networking, starting a business, already have a business, learning, growing and much more.

I have been to a lot of conferences and networking events and most of them have the same format however this one is way out there.

The conference kicks off with a PJ party!!! It’s been years since I have been to a PJ party and I am looking forward to it. The next day is jam packed with subject matter experts covering all aspects of business and much more.

I do get a change to talk about my favourite subject, Social Media as well.

As one of the sponsors of this event I do get to give out a complimentary pass. The tix are $199 so it’s a significant savings for an event of such caliber.So if you are a women and would like to attend the event, respond via this blog, Twitter, Facebook. Tell me who you are, what you do for a career, business and why you would like to attend this event.If there is more than one person that responds I will have a draw to pick the lucky winner.

I will announce the lucky winner.

UPDATE
Hi ladies, thanks for your response I did get several requests via Twitter, Fb and this Blog. Sorry you couldn’t make it this time around. Connect the dots will be on again next year so subscribe to their feed for updates.

I met Gail Carmichael at one of the Girl Geek Dinners and we had a blast at dinner. She mentioned her involvement in WISE and it brought back fond memories of my involvement in a similar organization when I was a student. Back in the day I was very involved in the various student associations in University and organized numerous events.

So when she asked if I would like to come to the university and talk to the students about social media,  I could not refuse such a great offer. I am pleased to say that we have a date.

It’s Nov. 10th 2009 at Carleton University.

So what do I talk about well there is so much and there is so little time. So here are some thoughts on what I will be addressing that evening.

Social Media beyond the parties – how to use social media effectively for your future careers

Students use social media very effectively to keep in touch with their friends, find out where the next party is and who’s dating who. These are very important components of their lives.

There will come a day when they will no longer be students and be out there climbing the corporate ladder. At that point their personal lives will begin to clash with their professional lives and they will be faced with some difficult challenges regarding their social media usage.

Should their boss be their friend? Would they want their boss to know about who they hang out with, party with and how they dress outside of work? Would they feel pressured into accepting their boss and co-workers as friends?

The decision makers within their organization assume that these students know how to use social media as in their opinion these students grew up with it.  However students know to use social media for their personal lives and not professionally nor from a business context.

I will address these issues and more. Stay tuned for further updates via the WISE site.

So if you are a student or know a student I encourage you to share this with them.

UPDATE

Here are the slides from the presentation.

Katie Delahaye Paine talks about social media analytics. It’s about measuring relationships. Sas, Spss, analytics are the key to the success of measurement.

Improve your reputaion, listen first, then respond.

Being proactive in social media leads to increase in revenues. So how do you get there?

Articulate a goal, then measure your web traffice, online donations etc…

Define the expected results.

What’s the investment?

understand your audiences and what motivates them

define the metrics (what you want to become)

determine what you are benchmarking.

What is your return?

cheaper because you are improving relationships

what problems you are trying to solve

What’s the opportunity costs? What is the cost of not participating.

If Comcast did not participate on Twitter they could be tied into huge legal battles.

What’s the investment?

your CEOs time,

agency compensation

opportunity cost

ras costs/hr costs vs material costs

How do you impact the audience out there?

there are no aucience but multiple constituencies.

Should your blog or twitter” ask your customers.

understand yoru role in getting the aucience to do what you want it to do.

Raise awareness, increase preferences, increase engagement.

What are your KPI (key performance indicators)?

measure comments vs posts

is actionable

continuously improves your process

is there when you need it

KPIs should be developed for your own properties, different tactics, other influential sites

Increase in employee engagement

KPIs for external blogs

share of positioning

share of rants vs raves

shar of positives/negatives

share of visability

How do you pick a tool?

relationships – surveys

increase awareness – some form of analytics

content analysis – free stuff out there to collect data and someone to analyze it

Surveys still work.

Aspects of relathinships

measure at the beginning of the campaign and at the end. You will figure out what does not work. Figure out what the competition is doing better than you.

Dritos were a has been in the chip world and tried something new. They launched the white bag of chips and asked people to come up with a commercial about their flavor of chips. If they won this contest then they would win 25k and get 1% of the sales for the lifetime of the flavor.

Ryan Coopersmith was the winner with about 8 videos. New Doritos scream cheese. Won the 25 k and bought a HD camera and out in LA with a talent agent.

The promo ran for 6% and sales grew by 22%.

Short term they have the people that signed up for the campaign and will keep them engaged for a year.

The videos were moderated and then posted immediately. Got lot’s of feedback.

Dino Demopoulos from BBDO about Lessons learnt

3 filters were applied, bold, WTF factor and I want in.

The hook was 1% of sales.

A lot of mediums were used to disseminate the infomation. Buy in on YouTube in Canada, the white bag on the stores.

Set the tone 3d video, cat, defined the vision of the brand and what do you think. More of an invitation rather than direction.

Make it easy to participate.

submit, vote, coment, join the fan pge, share, like, feview, post, tweet, embed

Fish where the fish are so did not want to start another micro site that disappears after a short period. So decided to be where the audience was and where they would interact with us.

You did not have to leave Fb to do this.

Talk like a human.

Was a major lesson for us and somewhat overwhelmed at first.

You need a thick skin

People like to slam your brand.

Love the community adn they will love you back.

IT requires co-ordination between PR agencies, packaging etc..

It isn’t cheap or easy

If you don’t like change your going to like irrelevance even less.

The result was that this campaign brought Doritos closer to their customers.

Mladen Raickovic from Olive Media talks about collecting data.

Cookies allow data to be collected by companies to understand the type of content that the user is looking at, how they are interacting with it.

So where is our privacy in regards to this? Non personally identifiable information is focused on, their interaction with a site etc.. so multiple people using the samecomputer are not accounted for.  People do have the option to opt out of the cookies if they choose to.

Who’s collecting this data?

Data companies

Ad Networks

Advertisers

Publishers

Ad networks had a lot of control over the data and the content. Data companies are new as they realize that they can make revenue from this data.

Data Companies collect

search data, site visit data and registration data

Ad Networks

Optimization, search data, site visit data, registration data

Behavioural targeting

Taking at certain characteristics that a group has e.g. auto enthusiasts, female shoppers, in-market travelers, health seekers

Are they putting items into their shopping cart and not purchasing?

Are they into gucci or something else

Their content interest auto site vs fashion

Social newtorks, myspace

Taking these components into context they can be grouped by category e.g. female shopper

You have to be ethical about this data. Make sure that you are collecting non personally identifiable information. Your privacy policy needs to be clear about the data you are collecting.

There has to be good security around this data.

You have to select the right partners as they are the key to your success. Try to understand how they are collecting this data. Paying for this, transparency, privacy policies (theirs), their targeting capabilities (does this data have multiple touch points).

Right objectives, audience, ethics and partners.

Retargeting

Drop the cookie in the person’s browser

Locate them on the web through a media buy

Intice them to come back to your site and make a purchase

Your standard marketing compaign establishes a baseline/benchmark. Establish success metrics.

If you are a smaller business then you need more time to retarget.

You are reaching a user that you have engaged in the past but have to target them in a different way. If you tweak it and it speaks to them then it becomes more effective.

Constantly collect data on your site and develop you creative (fresh and custom). You will have a successful retargeting campaign.

Mattering 2.0

Hugh MacLeod talks about us wanting to do something that matters.  Social Media is very time consuming however people are passionate and do spend the time participating here.

He wrote a book called Ignore Everybody:  And 39 other keys to creativity.

We are now getting a little history about the world and people. Story about the alpha males going to get KULA. KULA is a sting of shells. So why can’t get kids go and get them. The shells had no inherent value but meaning.

So a photo by itself has no inherent value however once you can share it has value.

iPhone is just a phone however people talk about it. I can access Pay pal from it. Vote for Obama via iPhone.

People congregate around a brand, a person, common interest or social objects.

Ideas can be social objects too.

You can’t drink any more bottled water than you already do. Or buy more wine. Or more tea. you can’t wear more than one pair of shoes at at time. You can’t get two massages at once….

So what grows?

What do marketers sell that scales?

Belief and meaning.

What matters is that which your’s are passionate about.

The internet is where the passionate people go to.

People follow social objects. During the U.S.A election the social object was Obama and another was the BlackBerry.

The reason we talk about Obama, iPhone etc. is because we are social primates. Objects only matter in therms of how they affect human interaction.

Passion is social, hey dude check it out.

Thinking about Nike, Apple, Starbucks they don’t do big things in advertising. They lot’s of little things.

When you walk into the MAC store they find something new every time. A new app, social objects.

Same with Starbucks a new latte or fruit bowl new social objects.

So it’s not about big anymore but lot’s of little things.

What you make is not that important but who you make it with is important.

To find out more

@gapingvoid

gapingvoid.com

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