Point ZeroMagazine Issue 2 October 09
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Point ZeroMagazine Issue 2 October 09

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Point Zero Magazine issue 2 October 2009 looking at Social Media, mobile and cloud computing

Point Zero Magazine issue 2 October 2009 looking at Social Media, mobile and cloud computing

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Point ZeroMagazine Issue 2 October 09 Point ZeroMagazine Issue 2 October 09 Document Transcript

  • WEb 2.0’S NEW ISSUE ONlINE MagazINE 2.0 magazine Does cloud computing mean stormy weather for managers? Former BBC Director of Knowledge Management, Euan Semple, shares his thoughts on cloud computing and a possible shift in the relationship between organisations and their employees. > P.46 Also in this issue: A Marketer’s Guide to being Anti-Social Online > P.6 TAMAR’s NEIl JaCKSON TaMaR’S NEILJ CKSON JACKsON JACK ON WE lOVE MObIlE’S gOOglE’S OS Comments on the battle COMMENTS ON THE BATTLE simon liss asKs is Just what ofTHE SEARCH enGines F the searCh ENGINES there a future in are GooGle’s > P.29 ad-fundinG mobile plans for its appliCations? > P.30 Chrome os? > P.22
  • Is digital killing traditional media? With more digital categories in this year’s awards than ever before, then maybe so. Give us your response by joining the debate at twitter.com/2009DMAs And don’t forget to let your work do the talking by visiting our call for entries, now live, at www.dmaawards.org.uk In association with Associate sponsor
  • Welcome to Point Zero Magazine. WEb 2.0’S NEW ONlINE MagazINE ISSUE 2.0 Welcome to the 2nd issue of Point Zero Magazine. Issue 1 was extremely well received and we look forward to building on this magazine moving forward. Issue 2 we hope to be equally as successful, with special thanks to all of our contributors for their input. Does cloud computing The feeling from within the Point Zero Media office is that we are on a mean stormy journey with this publication and we hope that you find the articles and weather for comments included are insightful, relevant and interesting. managers? Over the next few issues we hope to continue our development of the Former BBC Director of Knowledge Management, Euan Semple, shares his thoughts on cloud magazine and encourage feedback and discussion from our readers wherever computing and a possible shift in the relationship possible to see how this could and should be developed. between organisations and their employees. > P.46 Also in this issue: A Marketer’s Guide to being Anti-Social Online > P.6 TAMAR’s NEIl J CKSON WE lOVE MObIlE’S TaMaR’S NEILJaCKSON JACKsON JACK ON gOOglE’S OS COMMENTS on the battle simon liss asKs is Comments ON THE BATTLE Just what ofTHE SEARCH enGines F the searCh ENGINES there a future in are GooGle’s Many thanks, > P.29 ad-fundinG mobile plans for its appliCations? > P.30 Chrome os? > P.22 The Point Zero Magazine Team Contact the team at: info@pointzeromedia.com Connect with us: www.pointzeromedia.com point zero • MAGAZINE 3
  • WEb 2.0’S NEW ISSUE ONlINE MagazINE 2.0 contents » Social media magazine 6 A Marketer’s guide to being Anti-Social online 8 Mind the Social Media gap Does cloud computing 10 Creating Engaging Communities mean stormy 11 Starting a social media project? weather for – Ask these 4 questions first managers? 6 12 The Future of Facebook Former BBC Director of Knowledge Management, Euan Semple, shares his thoughts on cloud computing and a possible shift in the relationship between organisations and their employees. > P.46 15 Businesses need to see past the Also in this issue: A Marketer’s Guide to being Anti-Social Online > P.6 TAMAR’s NEIl JaCKSON WE lOVE MObIlE’S TaMaR’S NEILJ CKSON JACKsON JACK ON gOOglE’S OS social media scare stories and start COMMENTS on the battle simon liss asKs is Comments ON THE BATTLE Just what ofTHE SEARCH enGines F the searCh ENGINES there a future in are GooGle’s > P.29 ad-fundinG mobile plans for its appliCations? > P.30 Chrome os? > P.22 to reap the benefits 16 Google Wave – what it means for brand reputation management Point Zero Magazine is produced 17 How to do mission-aligned twittering by Point Zero Media Ltd. 19 Have Style and Class been replaced with Blackberrys and Reality TV? Contact: 20 When the Music isnt enough... Point Zero Media 21 How the web is changing +44 (0) 845 519 1230 16 news consumption info@pointzeromedia.com 22 Google’s Chrome OS to kick-start cloud computing Get your point across! 23 Is The End really near? If you are interested in putting 25 Breaking down the barriers: forward an article or sharing A new way of thinking about advertising your comments in Point Zero 27 Social Networking starts its Magazine then please contact transition to Visual Networking info@pointzeromedia.com or 29 The Search battle is on call +44 (0) 845 519 1230. Advertise: » mobile 2.0 If you would like to advertise 30 Is there a future in ad-funding in Point Zero Magazine then mobile applications? please contact the team 32 Making mobile advertising happen on +44 (0) 845 519 1230 or 34 Pssst… don’t you want to email info@pointzeromedia.com buy my Betamax? 35 Asia: the lucrative mobile Design: media playground If you like the design of this 30 36 Do operators control the future magazine and are interested growth of mobile media? in speaking to our design team 37 Ubiquitous, premium, measurable then they can be found at mobile advertising www.thegravy.co.uk. Speak to 34 Damian on +44 7734 695725 » enterprise 2.0 or email damian@thegravy.co.uk 39 Adopting Social Media in the Enterprise 43 “May you live in interesting times” with Corporate Social Networking 45 Drains, Strains and Pains: Four productivity risks Enterprise 2.0 defeats 46 Does cloud computing mean Visit www.pointzeromedia.com stormy weather for managers? for further information. 48 Social Media and your “Return on Engagement” (ROE) 4 point zero • MAGAZINE www.pointzeromedia.com
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  • POINT ZERO Social media tO... uide eter’s G Ark AM ng ocial ei i-S B t an line E veryone wants you to be social. If you’re a marketer, you have heard on about a million times in recent weeks, months and years about the power and necessity of social media. Get a blog, get on Twitter, create a fan page ... every piece of advice seems to point towards being more social, more open and more transparent. Let’s take a deep breath together. This article is not the kind of advice you’d expect to get from a “social media guy” like me. In fact, it’s downright antisocial. To put it more accurately, it is about the right times to be anti-social. This is a strange article when many brands are struggling right now to even find the right ways to be social online. Engaging 6 point zero • MAGAZINE www.pointzeromedia.com
  • by Rohit Bhargava with social media is an imperative for most and embed the video into the blog. Then What this requires is clearly posting your brands (though the way you do it can and allow people to comment on the video in policy about what is ok and what is not should vary greatly depending on your the blog. This will generally result in far ok for people to post and share in your business and goals). There is plenty of good higher quality comments, and less infantile environments. This doesn’t mean to try advice online for how to do this well, though. useless banter. and delete anything negative or critical... I like to think I have shared a decent but off topic or offensive comments or posts amount of this type of advice here on this don’t friend/follow can and should be moderated. And in cases blog. But as marketers we also want to avoid the landmines. The situations or instances 2 everyone. As a brand, the temptation is to friend and where people are posting incorrect or flawed information, you have a right and obligation in social media that may be likely to blow up follow everyone who contacts to correct them (but allow their comment in our faces. Those are often the situations you or requests to be your friend. Resist to be posted if it meets your criteria). where being anti-social is the best strategy. that temptation, and instead make it the Separate private 4 content. There are legitimate reasons why you “ Part of the benefit of using social media might want to share brand is that it does allow you an authentic place to content among a small subset of users or share branded offers or promote your internal users online. Just because content is products and services. Unfortunately, some online doesn’t mean that everything needs to be open and public. If you feel you have a brands are advised that just because they are legitimate reason for sharing password on social media they should never consider protected private content, you should do it. using it for marketing reasons.” And if it is extremely sensitive, make sure you take the right steps to protect it and prevent it from getting in the wrong hands. Here are a few situations and pieces of job of someone on your team to actively advice I have gathered on how to be anti- monitor these requests and approve promote yourself social online and help your brand succeed at the same time: them based on criteria that you set. This criteria can be lax (not a robot account) 5 and your brand. Part of the benefit of using to more specific to your industry or area social media is that it does allow neVer allow of concentration. The effort will pay off, you an authentic place to share branded 1 Youtube comments. I have had the opinion for though, when it comes to using a particular social network as a marketing platform and offers or promote your products and services. Unfortunately, some brands are advised that some time now that allowing tool for collaboration because you will only just because they are on social media they people to comment on your YouTube videos be talking to people who really matter. should never consider using it for marketing without moderating is an idiotic thing reasons. The fact is, if you are using social for a brand to do. Why? Because the vast moderate your media in an authentic and not overly majority of YouTube comments lack substance, include uninformed or somehow 3 profiles actively. What is written online is not promotional way on a daily basis, you can earn the right to share marketing information offensive remarks, and offer little context or written in stone, and as a brand at various points and not lose your audience. real discussion. Instead, if you want to foster you have the right to set the ground rules dialogue on your videos, create a video blog for your own profiles and sites online. The real trick is to strike the right balance. » rohit Bhargava | Senior Vp, digital Strategy & marketing | ogilvy 360 digital influence | www.influentialmarketingblog.com www.pointzeromedia.com point zero • MAGAZINE 7
  • POINT ZERO Social media I by It is often said that marketing helps is a huge gap between the marketing promise Andrew Grill consumers decide which product and the actual service delivered then the whole they should buy, and the customer world will know about it as a result of just one service and operations department angry tweet. This gap is something that is of any company is where this work can come driving conversations online in a way that was undone in a flash. not even conceivable just a few years ago. A good example of this is the now As rightly identified by Dave infamous “United breaks guitars” incident, Evans in a recent post titled where Dave Carroll watched helplessly as his guitar was broken by United airlines “Social Business: the New Black” ground staff, and in turn United looked on Marketing sets the expectation, as $180million was wiped off their stock marketing creates demand, price almost instantly as the story spread marketing helps a consumer around the world. differentiate why one choice is Companies need to understand that they no longer have control of their brand better than another choice. – all they can hope to do is to manage how Operations delivers. Any gap other people treat it by using the power between the two drives a of social media. conversation on the social Web. It could be argued that companies need Hence the title of this article: to invest more heavily in the tools, people and processes to monitor, measure and “Mind the (social media) gap”. manage what is being said about their Social media is going mainstream, giving products online, than is spent advertising the customers a voice like never before, and if there product in the first place. 8 point zero • MAGAZINE www.pointzeromedia.com
  • You wouldn’t interrupt What they don’t realise is that the operational Learn a conversation with an areas of a company are where most of the Assess conversation volume about ad would you? customer interaction is taking place – and your brand, find audiences who Companies wanting to “advertise” in social this is where the initial efforts with social care about your offerings, uncover media channels don’t get that this is the media are likely to bear the most fruit. new business opportunities old way of doing things – driven by 50 years Step one for any company wanting to dip What is driving conversation of my brand? of a broadcast mindset where companies a toe into social media is to listen. There are decide the messages they wanted to project. a number of free tools that allow companies What are the perceived characteristics of Advertisers still assume that consumers will to start to listen to what is being said about my brand and my competitor’s brands? receive and act on these messages in just them online. A good place to start would be to What are the opportunities to improve the way they planned. Social media is proving type the company name or one of their major brand perception? that this is no longer the case. brands into the Twitter search engine at In the last few years with blogs, Facebook, search.twittter.com. Other free tools such as enGaGe and now Twitter emerging, this way of thinking socialmention.com will provide an indication Participate in conversations about your brand and engage influencers and advocates “The impact of poor customer service can Your product advocates are levers for not only completely undermine the latest your success marketing campaign, but also wipe millions Arm them with information, reward them for their loyalty and respect them by off the value of an entire company.” considering their input and using it Give advocates some recognition, and value and measure their impact by advertisers is likely to disappear altogether. of the urgency behind developing a strategy Detractors need and deserve respect as Peer advocacy is taking hold, and consumers to cope with these new channels. well – you may be able to convert them to are now turning to their real, or online “friends” Free tools are a good “social an advocate by engaging directly with them for advice on products and services. thermometer” to take a brand’s temperature This means that it is more important online, but to get serious, companies need to than ever for companies to actively listen invest in paid tools that allow a deep level of inteGrate to these new social channels for mentions analysis and workflow management to be Enhance your existing operational (both positive and negative) of their brand incorporated into existing processes. and marketing strategies to take – and act accordingly. Companies such a Visible Technologies, advantage of this new and real- In the old PR world, indentifying the Techrigy, Buzzmetrics and Radian6 provide time communications channel “influencers” was a matter of having a decent enterprise grade solutions for listening, and between brands and consumers. journalist and analyst Rolodex. Today though, identifying conversations and then engaging Existing measurement metrics almost anyone armed with a blog or twitter in a positive and meaningful way. need to be expanded to include account becomes as important to a brand as The steps to mind the social media Brand buzz: Who’s talking about your journalists once were. gap can be summarised as brand right now and what’s the tone? The impact of poor customer service can not only completely undermine the latest LISTEN >LEARN >ENGAGE >INTEGRATE Influence: Are complaints or praises marketing campaign, but as was seen with coming from isolated individuals or people United, wipe millions off the value of an with a huge following and hence influence? LiSten entire company. Reach: How far are your messages spreading? My advice to companies looking at Identify passionate and authentic Virality: What is the speed at which a investing in social media is to actually start with brand influencers and activists conversation moves throughout the social the customer facing areas first – operations, Is anyone online actually having media ecosystem? support & customer service. Interaction by conversations about my brand, consumers with these areas of the company product or service? Social media has provided consumers with will drive most of the “noise” online – much What are they discussing? the tools and a platform to have their opinions more than any new marketing campaign. heard and acted upon like never before. Is what they are saying good, bad or Sadly, most companies starting out with Brands need to ensure they have adequate indifferent? social media seem to be focusing their efforts resources to join the conversation, while on PR (an extension of existing clipping Who are these people having these minding the gap between the promise offered services) or marketing – trying to understand conversations? Are they influential? by marketing, and the service delivered by the the impact of social media on “their “ brand. Where do they tend to congregate? operations and customer support teams. » andrew Grill | digital Strategist & evangelist | www.andrewgrill.com www.pointzeromedia.com point zero • MAGAZINE 9
  • POINT ZERO Social media g in g at in re ag c g nitieS en mmu co T he biggest change that Web 2.0 by has brought to brands is the Tamara opportunity to interact with their Littleton “Online communities aren’t for customers online. Out goes everyone. But if you have a clear goal, advertising monologue, in comes interaction and a compelling proposition, then a and dialogue. But how do brands create successful online community can be a meaningful dialogue with their customers online? A growing number of brands are great way to engage with consumers.” creating online communities as a way of engaging directly with customers, as part of a loyalty strategy. Those that are effective Test your community idea before you invest opinions that you may not agree with, no-one in creating loyal, engaged customers are time and money in it. Run a focus group, should be subject to abuse. Moderate your those who create sustainable communities talk to your customers, and involve them in community to make sure nothing illegal, from the outset. its development. Then you’re encouraging abusive or obscene is posted, and ensure you The key to getting it right is to be sure them to participate from the start, and they’ll do so without compromising its quality. Draft of what you want to achieve. Why are you recommend you to their peers. If they don’t like easily-understood terms of use, so users have starting a community? What are your goals? your idea, it’s better to know before you start. clear boundaries. Enforce those boundaries Who will join it, and why? What will keep them Be brutally honest – do you have the through moderation. This will help protect coming back? Most communities that fail do time and money to develop and promote the your brand from association with illegal or so because they were not properly thought community, monitor and manage it? You’ll abusive content, and improve your users’ through and had no compelling purpose. It’s need dedicated in-house resource, or you experience. not enough to provide a space and expect can outsource to a community management Online communities aren’t for everyone. people to come to it. company (like eModeration). If you can’t But if you have a clear goal, and a compelling Ensure that your community reflects commit the resource, don’t do it. proposition, then a successful online your brand. This means getting the detail Listen to feedback from users – good and community can be a great way to engage with right, including tone, language, design and bad. Act on it. The power of Web 2.0 for brands consumers, get feedback on new products or style. Think about how old your audience is, is the ability to listen and learn from customers. service, and spot issues before they escalate. what they’re into, who they admire. Give your Sometimes they’ll say things you don’t like, community some personality. Make sure it but often they’re the things you need to hear. For more information on developing and provides a positive experience to its users, so Monitor your community. While you managing communities, see our blog: they come back. Is it easy to use and navigate? should allow users freedom to express http://blog.emoderation.com. » tamara Littleton | ceo , emoderation | www.emoderation.com 10 point zero • MAGAZINE www.pointzeromedia.com
  • Starting a social T o make good choices about where to spend your social media dollars, you need to be clear about what you want to get out of social media, and how you’re going to do it in compelling way. These four questions can help media project? Ask these 4 to frame your planning and decision-making. 1. wHY do you want to use social media? The clearer and more specific you are about your goals, the better your results. questions first. You might want to: Increase brand recognition and awareness of your product or service offerings Get more your sales leads Convert more leads into sales Increase your fees by establishing your brand as the leading source of expertise in by your industry Alexandra Increase traffic to your web site or store Samuel “Answer these four questions honestly, Increase the number of transactions your and focus on serving your customers customers complete or the average value and audience, and you will have a per transaction strategic framework that helps you Reduce your marketing costs while keeping make good decisions about social your revenue constant media platforms and tools.” Reach a new audience or market Select the goals you want to achieve, class how-tos and tutorial videos about you so that their readers and friends and prioritize them. Then focus on your something your customers care about. – your customers – find out about you. top one or two, at least initially. Flickr is another good B2C platform for any organization with a visual story to tell. 4. wHat can your social 2. wHo are you trying For instance, if your products or services media presence do to reach? offer a solution to a problem with a visual For your audience? This affects which channels to use, and how symptom (e.g. a dented car, painfully high How will your social media presence be to approach them: heels) ask people to submit pictures of the concretely useful to your audiences? You might: problem for a chance to win your solution. Facebook is key for marketing-driven Offer customers specific how-to tips, organizations, especially with consumer discounts, or a contest that gives them a products or services. 3. wHat do you want chance to win a useful product or service LinkedIn is key for sales-driven organizations your audience to do? (ideally yours). and B2B businesses or organizations. Use it Generally, you have two overlapping Offer influencers content to write about, to expand your network, identify prospects, audiences, and you want them to do two samples of your content or services, prizes and find your best route into an organization. very distinct things: for linking about/tweeting to you, or prizes Twitter is useful for targeting bloggers Your want your customers - the people that they can offer to their own readers. and social media influencers, and has you want to sell to – to become leads by B2B potential too. connecting with you, probably by joining Answer these four questions honestly, and YouTube is great for marketing-driven your e-mail list, following you on Twitter, focus on serving your customers and audience, businesses who want to reach young and or becoming a fan or member of your and you will have a strategic framework that not-so-young alike, whether it’s with high- Facebook page or group helps you make good decisions about social end hope-it-goes-viral videos or economy- Your want your influencers to talk about media platforms and tools. » alexandra Samuel | ceo, Social Signal | www.socialsignal.com www.pointzeromedia.com point zero • MAGAZINE 11
  • POINT ZERO Social media HEURE T T FU OF F by acebook continues to make a is the social news feed which aggregates Jeremiah series of evolutionary moves in what others in your network are doing. Owyang recent months, rather than react to the news, let’s take a holistic Unique culture look at where the company is headed. I’ve fosters innovation given my perspective to SFGate, now but It’s important to examine the culture and want to dive into details here. I’ll give my leadership of a company as it’s a strong perspective, but as we’ve seen time and indicator of how they’ll behave. Young, time before, the real value is the collective innovative, yet somewhat reserved leader contributions in the comments. Mark Zuckerberg continues to make choices that don’t always include what the community Evolving to a platform – expects – or wants. In my visits to their not just a social network previous HQ, it was much like a dorm room: Facebook isn’t a social network, it’s really spray painted walls, fancy cafeteria. However a communications platform – in fact, when you recently, they moved out of downtown Palo look closely, it’s not unlike an operating system Alto (to the determent of local businesses) on the web. Early innovations such as the to a centralized location on California avenue instant messaging tool,then the applications in biotech row off Page Mill. The employee platform that allowed 3rd party developers base, and culture reflect all of this: the age (called F8, correction: Just Facebook Platform) of the untainted product teams indicate this – aren’t unlike what Microsoft offers to In my ripe old age of mid 30s, I’m clearly one consumers. What separates them from others of the oldest during my visits. 12 point zEro • MAGAZINE www.pointzEromEdia.com
  • To be successful, Facebook will need to spread to many websites (like corporate ones) and experiences, this is why Facebook Connect (authentication for 3rd parties) matters. This Era of Social Colonization empowers the FB experience to spread to other websites. right: Facebook’s Mark Zuckerberg continues to make choices that don’t always include what the community expects – or wants. recent moves indicate move towards real time. Fast forward to summer 2009, and we’re starting to see some radical developments. First with the acquisition of Friendfeed which is mainly a talent acquisition and early what to expect in are indicators that they want to make snatching of potentially the next Twitter Facebook’s Future: information more public –yet the challenge competitor, who they were unable to acquire. a web Based will be convincing members to opt-in. Now we’re seeing indicators that they’re operating System gearing up for mobile, and other devices like So what’s in store for Facebook in the future? Facebook.com as a destination isn’t as gaming consoles with a Facebook lite version Here’s what we should expect: important. To be successful, Facebook that is quickly delivers the basic for those will need to spread to many websites (like that need to quickly find out what their Aggregator of all. To win, Facebook wants corporate ones) and experiences, this is community is doing and communicate back. it’s network to spread to other locations, why Facebook Connect (authentication Lately, we’ve seen indicators they want to then aggregate back to it’s website. This for 3rd parties) matters. This Era of Social find ways to improve real-time search, which centralizes Facebook (which can be accessed Colonization empowers the FB experience means they can help consumers make real anywhere from any digital medium) as to spread to other websites. time decisions. the hub of communications. As a result, consumers will make decisions based on Monetization engines to turn on. The awkward adolescence information from peers in this hubs, and constant innovation of dozens of products has its challenges brands will pay money to be part of it. are akin to ‘throwing pasta at the wall’ to The continued innovation is spurred by the see what sticks. Facebook’s 250mm user elusive business model –this awkwardness A new class of competitors –beyond base is nearing mainstream web portal is a natural outcome of a company in growth. social networks. In the end, Facebook is an (see traffic compared to Google and Yahoo) I’ve heard a couple of times from various aggregator of all information that’s important they’re quickly closing the gap. employees that they’re generating revenue to an individual and their friends. Who (but there’s no official information available) currently does this? Media darling Twitter No kingdom lasts forever. We see this yet I hear from brands that traditional does this, Friendfeed (hence the acquisition) time and time again, technology companies advertising is ineffective. Secondly, this and existing web email systems like Hotmail, supernova, grow then fail to innovate from constant innovation becomes a real burden Gmail, AOL, and Yahoo have shown indicators political tape and sheer size. on brands who have a difficult time they’re thinking about heading this way. understanding which tools to use and why, This is my take, yet it doesn’t necessarily as well as 3rd party developers who are Content to be more public –yet members mean it’s the only opinion. I hope to hear what constantly rejiggering the changing API may resist. The option to allow profiles you think holds in store for Facebook in the and Terms of Service. to be public and the vanity URL landgrab coming years, love to hear your comments. » Jeremiah owyang | web Strategist | www.web-strategist.com www.pointzeromedia.com point zero • MAGAZINE 13
  • PLATiNUM SPONSORS Cloud Computing WORLD fORum gOLD SPONSORS ete rmi ning D SiLVER SPONSORS ture of the Fu abl e IT Su stain 09 SPONSORS CTO BER 20 CE, 22ND O TLAND PLA 76 POR N LONDO E: Ng HOTLiN30 BOOki 845 519 12 ) +44 (0 22ND OCTO BER 2009 kEY SPEAkERS Euan Semple, Freelance Evangelos Kotsovinos, Consultant/Former Director Keith Misson, Business Director, Dr.Pamal Sharma, CIO - UK VP of Hosting, Morgan Stanley of Knowledge Management, BBC Group IT, Aviva and Ireland, General Motors Senior Representative, Simon Abrahams, EMEA Head of Kostas Tsatsaris, CTO and Director, Microsoft Laurent Lachal, Senior Analyst, Ovum Product Marketing, Rackspace Strategy and Architecture, HMRC www.cloudwf.com
  • POINT ZERO Social media Businesses need to see past the social media scare stories and start to reap the benefits B arely a day goes by at the moment by without some kind of scare story Chris Deary about social media and its effects “All over the web, social networking on society. Whether it’s people tools have empowered small, losing their jobs for discretionary lapses on niche communities of people to Facebook, teenage bullying horror stories on form around shared interests, MY Space or the spread of misinformation on Wikipedia, the press are more than willing to experiences and knowledge.” report that – like the printing press and the telephone before it – social media is about to destroy life as we know it. information about niche issues specific to Mothercare use Gurgle.com to test and review Earlier this year the Oxford Professor, pregnancy and parenting, our users are not only products pre launch as community opinion is Baroness Susan Greenfield, told the House better informed and more confident as parents, proving more beneficial in driving sales. Yet the of Lords that social networking is diminishing they are also making genuine, long-lasting and mention of social media still causes suspicion our ability to interact socially in the real world. deep-rooted relationships that extend beyond and mistrust amongst many of the people in Around the same time, psychologist Dr Aric the site. Rather than causing loneliness, organisations who could most benefit from Sigman released a report claiming social Gurgle.com has given them the opportunity utilising it. Only last week I had a conversation networks cause loneliness. The implication to find reassurance, advice and support. with an event organiser who nearly fainted from both these critics was that relationships All over the web, social networking tools when I suggested she should use Facebook nurtured in virtual environments are less have empowered small, niche communities and You Tube as promotional tools. valuable, and that social skills developed of people to form around shared interests, Unfortunate things will happen from time online have no currency once the computer experiences and knowledge. This has to time on social networks, just as they do in is switched off. implications for business too. Rather than every other sphere of life. But the benefits Counter arguments in defence of the placing barriers between businesses and their of engaging in with your audience via social household-name social networks have been customers, social media has opened up a media far outweigh the risks. For Businesses, articulated at length elsewhere, but what about whole new range of opportunities for brands the biggest risk is negative feedback, which is the millions of people whose experiences of to engage with consumers and strengthen why they must find the time and resource to online interaction extend beyond Twitter and their relationships with them. Examples of learn how to use this feedback to improve their You Tube? Our experience at Gurgle.com is that, success stories in this area are as high-profile customers’ experiences. Only then will they by connecting with each other and sharing as the likes of Starbucks, Toyota, Dell and Nike. reap the benefits social media has to offer. » chris deary | community manager, Gurgle.com | www.gurgle.com www.pointzeromedia.com point zero • MAGAZINE 15
  • POINT ZERO Social media Google wave wh an s for bran at i t me on manag d r ep u t ati em ent J ust when you thought Twitter was by the killer app for companies that Wendy want to join, contribute and lead McAuliffe “Brands will be able to initiate and conversations about their brands, participate in rich and deep ongoing along comes Google’s new communication and conversations by creating a wave collaboration tool Google Wave. As with any and adding people to it” major Google launch, it is set to revolutionise the way we communicate, share and work. While no date for full launch has been confirmed, September 30th will see the Google and widely a conversation can spread. Everyone if successful, brands should not underestimate Wave developer preview extended to 100,000 on your wave can use richly formatted text, its potential to push forward collective thinking users, and whatever the final date, it looks photos, gadgets, and even feeds from other and collaboration, with conversations evolving set to shatter any remaining complacency sources on the web. They can reply anywhere at a speed that has never been seen before on in the commercial sector over the central role in the message, edit the wave directly and add the web. In PR terms, this will leave no room for of social media in brand communications. participants at any point in the process. It uses passive monitoring of social media – instead Companies that are still agnostic about the PR concurrent rich-text editing, where you see on brands will be forced to dive in and edit or efficacy of Twitter, blogs, YouTube and other your screen nearly instantly what your fellow respond to ‘waves’ in real time. cloud tools will surely be forced to change tack. collaborators are typing in your wave. That The traditional brand reputation So how does it work? means Google Wave is just as well suited for management ‘news push’ tools that have been Google Wave is a web-based tool accessed quick messages as for persistent content — it used for centuries won’t disappear overnight – through your internet browser that takes brand allows for both collaboration and communication. but they will become increasingly irrelevant as (and personal) conversations to a new level, You can also use “playback” to rewind the wave conversations dominate the way people engage combining the elements we love about email, and see how the conversation evolved. with companies, and with each other, online. instant messaging, video, music and document Google Wave is also a platform, with open sharing into an open space where everyone APIs, that developers can use to embed waves can comment, share and create in real-time. in other web services and build new extensions about wendy mcauliffe Brands will be able to initiate and that work inside waves. Wendy is founder and director of Liberate participate in rich and deep ongoing While Google Wave is based on established Media, an online PR and social media conversations by creating a wave and adding email and instant messaging applications, the consultancy focusing on the technology people to it, or by linking to and commenting learning curve is likely to be a little steeper and digital industries. She combines 10 on one already rolling. Imagine how rapidly than it was for Twitter, for example. However, years of journalism and PR experience. » wendy mcauliffe | director, Liberate media | www.liberatemedia.com 16 point zero • MAGAZINE www.pointzeromedia.com
  • Twitter can be a great way for social entrepreneurs to reach a wide, yet targeted audience: 9.3 M Twitter (March up 131% over February and has passed up LinkedIn for reach.) Nearly one-in-five (19%) online adults ages 18 to 24 have used Twitter/similar services, as have 20% of online adults ages 25 to 34. Median age of a Twitter user is 31. Median age of a MySpace user is 27, Facebook user is 26 and LinkedIn user is 40. (Pew Research Center) People are motivated by learning new things and getting information real-time as it’s developing. (Ann Handley, MarketingProfs, Mashable) Twitter works best for organizations when your objectives are mission aligned. Is education part of your mission? Is activism or public policy change your goal? Twitter can help you achieve your mission, as well as serving as a useful tool for marketing and by twitter tips communications. In the case of Social Edge, we Jill are focused on helping social entrepreneurs Finlayson Authenticity, transparency, and purpose start and scale their venture by connecting are key to a good twitter presence them with ideas, resources, and people that Ensure your twitterer(s) understand can help make them more succesful. Deadlines mission and brand personality for funding oportunities, relevant discussions, Make it personal and different from a fascinating research, stories about other social 10 ways Social entrepreneurs blog, email, or RSS entrepreneurs, and news from the field of should use mission-aligned Include links to full articles and use url twittering: shorteners with tracking 1. Networking: find key influencers Use hashtags to be found and connect in your field to follow “People can stop with others 2. Knowledge: listen to keep up with following you at any latest events in your field(s) Listen, respond, and retweet relevant time, they will only information 3. Research: ask questions to gain retweet what they find insights, ideas, prioritize Don’t repeat tweet interesting & valuable.” 4. Educating: highlight research, Add value trends, and advances Twitter is the ultimate in permission marketing social entrepreneurship can help them. So 5. Increasing Awareness: share and viral marketing. People can stop following those are the types of ideas we Twitter – it’s accomplishments, beneficiary stories you at any time, and they will only retweet a continuation of our mission in a different 6. Filtering: select the best information what they find interesting & valuable. So your venue. Does it drive traffic to our site? Yes, to retweet and save people time job is to ensure that Twittering is part of your but only if they find the Twitter interesting 7. Events/conferences: increase operational programs, as well as part of your and relevant enough to click on the link. reach and global participation fundraising, communications, and marketing So with your mission in mind, here are 8. Fundraising: raise small gifts, department(s). The better the integration 10 ways to use Twitter to grow your social create “Epic Change” throughout your organization, the more useful venture (and examples of folks who do it your Twitters will be for your audience. 9. Announcements: post winners of well). The first three are focused on what Remember, it is not about you – self- contests, deadlines, milestones, etc. your organization can learn and gain from serving marketing will soon lose it’s followers, 10. Friendraising: build loyalty, make listening, the latter seven are ways you so keep your audience in mind and focus on the personal connections can serve your community using Twitter. Twitters that are useful and entertaining. » Jill Finlayson | marketing manager, socialedge | www.socialedge.org www.pointzeromedia.com point zero • MAGAZINE 17
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  • POINT ZERO Social media I t would be naïve to think that we by could ever again have a woman Jordan exactly identical to Jackie O., an Christy “The great thing about living with Audrey Hepburn or a Mother Teresa class, style and grace is that it for a role model—we live in a different world has nothing to do with wealth” now and like my mom says, “It was a simpler time then.” We don’t typically gather the family around the transistor radio anymore or get asked to go steady by a Wally Cleaver, outlook on life; the art of gracefulness is how or a free public school—did you make the but just because we are surrounded by we behave and act when no one is watching; most of every opportunity that was given to Blackberrys, mini-skirts and the Real World being stylish is how we carry and present you? It doesn’t make a bit of difference if doesn’t mean that we can’t take some of ourselves to others. It might involve our you’re designing clothes for Vera Wang or those graceful, sophisticated, old-fashioned clothes, but it’s not defined by designer working in the fabric section of Wal-Mart— values and implement them into our labels. It might include our job, but it doesn’t are you attentive and accommodating? No everyday, modern life. Because let’s be matter if we are white collar or blue collar. It matter what our upbringing was, what our honest, our current female landscape is might entail a different set of social systems current friend situation looks like, or what embarrassing, flippant and shallow (guys, and obligations, but it’s not dictated by our yearly income is, we can all do this. I don’t would you agree?). Is it even possible to be where we were raised. Why? Because class is care if you’re living in a 550 square-foot successful, stylish, and smart in today’s not defined by our circumstances—it’s our apartment in Lincoln, Nebraska or in a dumbed-down, instant-message, five- reaction to those circumstances that defines penthouse on Park Avenue. It doesn’t matter seconds-of-fame society? Yes. who we are. It doesn’t matter if you work at if you’re scraping by on minimum wage or The great thing about living with class, McDonald’s or the Trump Tower—are you raking in a six-figure income. You can live style and grace is that it has nothing to do punctual and courteous? It is not a matter of with style, class, and grace no matter where with wealth. Being classy is an attitude and if you went to an exclusive private institution you are, who you know, or what you do. » Jordan christy | author, How to be a Hepburn in a Hilton world | www.jordanchristy.com www.pointzeromedia.com point zero • MAGAZINE 19
  • POINT ZERO Social media M when the music ost of the things I’ve found out about my favorite bands I’ve found out on the isn’t enough... world wide web. I know that Bono is 49 years old and that his real name is Paul because I found it online - or that Chris and Gwyneth’s kids’ names are Moses and Apple - or what kind of keyboard by Brandon Flowers plays. I don’t understand David why I enjoy knowing about stuff like this Zach “I think online connection is or what inspired different bands to write important for anyone trying different songs but I do enjoy it. So as someone who makes music, as to build a movement with music.” much as I’d like to think it’s just about making great music, I want to keep in mind that there are people that listen to Remedy Drive who want more from us then an album or a few mp3s. I really enjoy making videos every week to let everyone in on what’s going on for us. It seems the less these videos are about the music the more our community online enjoys them. This most recent video was just a bit about what our plans were for vacation. It seems like we’re looking for something more then a rock star. We’re looking for an association, something to relate to, connect with and be part of. We’re looking for guidance and inspiration – all of this in addition to being entertained. This is why I think online connection is important for anyone trying to build a movement with music. As a result, people wanting to know more about this relatively obscure rock band from Nebraska might be surprised by the accessibility they find online. » david zach | Lead vocals, remedy drive | www.remedydrive.com 20 point zero • MAGAZINE www.pointzeromedia.com
  • How the web is changing news consumption W e all take our news in by different ways. The Chris Nee newspaper industry is “The social web is changing. There is struggling but is still an extra layer between the consumer the centrepiece of news consumption for and the news, namely a group of many people. Radio and television are hand-picked curators who effectively undergoing evolutions of their own, with digital developments opening new doors filter content for us.” and making others obsolete. For established outlets the internet has presented challenge after challenge, from the need for a website adding a process of quality control. In order to moving information. Of course, this has an to the current assault on their supremacy make a splash in the world of social media effect on the types of news ultimately seen by social media. stories - from all sources from blogs to national by social media users. We’re less stuck in our For those web users who consume news networks - rely on the approval (or disapproval) ways and click links based on recommended online, much of that news has traditionally been of respected and influential news-sharers. content instead of revisting a pre-chosen site. discovered through a go-to site. Before getting Leaving aside the thorny issue of exactly This broadens our news horizons, exposing to grips with RSS many of us checked our site of who those influencers are, the experience for us to a wider range of sites and opinions. In choice for news on a daily basis, confirming the the average social media user is a simple one: spite of this, there is potential for a narrowing position of the likes of BBC News, The Guardian we share recommendations with our friends of our political spectrum. The social news and the Daily Telegraph as news gatekeepers. and followers. Instead of visiting BBC News utopia does not exist: we choose to follow The social web is changing all that. There is an of a morning, many of us scroll through our people with whom we share common extra layer between the consumer and the chosen Twitter client and click on the links interests and standpoints. news, namely a group of hand-picked curators shared by people we assume, from reputation The question for the established news who effectively filter content for us. and experience, are likely to be sharing powers is how to harness social media to This is a fundamental shift in the something of value. And where did ‘they’ get maintain their supremacy. As is so common consumption of news, at least for people using it from? The people they respect and trust. when considering how traditional names can social media regularly. We are simultaneously Retweeting, for example, is a one-click idea, make an impact in social media, it comes down starting to take our news second-hand and but it symbolises an emerging method of to quality content, Google juice and linkbait. » Chris Nee | Porter Novelli | www.clickingandscreaming.com www.PoiNtzeromedia.Com PoiNt zero • MAGAZINE 21
  • POINT ZERO Social media G oogle announced their Google by The only major complication to the success Chrome OS in July, one that was James Glick of this product, is, if all our data is stored widely predicated by the tech on their servers, how much of it will be community. It is expected to be accessible to them. No doubt this could be a more advanced version of Android that will why their producing this in the first place, be pre-installed on net books initially. The if they have all our search behavior, as well question that I pose is this, as Google rarely In short, people shouldn’t expect too much as our personal documents and photos, do anything unless it generates revenue, from this operating system, I expect it to this would surely enhance their advertising how will Google make money from the be an expanded version of Android which targeting on the Google Content Network Chrome OS in their continued quest to is completely built around it’s own internet and help advertisers and their Adword’s organize the world’s information? applications like Reader, Search, Mail, campaigns with market research. Chrome From the screenshots that have been Docs, Picasa. I mean after all, the future OS allows them to satisfy there mission posted around the web, it does indeed look of computers is in the cloud isn’t it? statement as well as use the data to increase very similar, in terms of style to Android, with Chrome OS could be the real start of cloud their advertising revenues. a focus on Google’s core products, and why computing, where hardly anything is held With Internet speeds and accessibility not? This OS isn’t going to allow us to on the hard drives of our computers. Google becoming faster and more reliable respectively, produce complex image rendering in Adobe have created an impressive software suit of full cloud computing is ready to be properly PhotoShop. This is net book territory, applications that cover the majority of users supported and will allow the potential for it designed to run internet related applications needs in today’s Internet oriented society. to flourish. which Google have in abundance as well as What exactly will be required to be This article has come full circle, from other projects such as Google Drive, still a stored on the hard drive of a Google Chrome straight operating systems to cloud computing, closely guarded secret apparently, that I’m OS net book? Not much if all your photos, but eventually, back round to the Google’s main sure will come to light as the release of the documents, contacts, emails, notes and files and primary strategy in whatever they do, how operating system descends. are held on Google’s servers do we make money? » James Glick | media account manager, cheezedmG.com | www.JamesGlick.co.uk 22 point zero • MAGAZINE www.pointzeromedia.com
  • I n a marketing position, you are always looking for new ways to deliver ‘the message’. Any way that you can insert a description of your goods or services into a stranger’s subconscious is a plus. Over the last few years, online commerce has (supposedly) taken off to the extent that everyone is doing it. I have yet to define ‘everyone’, because to me this number appears to be about 7 customers and 100,000 companies trying to sell, but perhaps I’m wrong. My question is a simple one: Why are they doing it? Is it because they simply cannot be bothered to go outside, meet someone else, check for comparison prices, or talk to someone that works in retail? Is it because eventual control over the purchasing process, and the possibility of a good financial deal is the be all and end all of every buying decision? by I think that we are being sold faulty goods, Steve James here: Let’s drill down a little. I shall be 50 years “If you are more at home just doing old this year, and I spend a lot of time online. There are many reasons for this, but in the what you want, and reading about mid-nineties when I was introduced to online what is interesting to you, you aren’t worlds, I found it interesting in an anonymous going to find much interesting kind of way. You could say and do anything enough to hold your attention.” online (or watch it.), and no one really knew you were doing it. It’s a childish emotion, I know, but it was fun for a while. you aren’t going to educate yourself. If you are fifties having to work for five more years. How My attention span has never been truly more at home just doing what you want, and the continuing rise in oil prices are due to the measurable without a micrometer, but that’s reading about what is interesting to you, you peak of easily accessible supply that means just me. Being adolescent-minded, it was aren’t going to find much interesting enough that it will run out about 3 years after the US obvious to me at the time that the pioneers to hold your attention. social safety net runs out of money. of the Internet were ones that would interest For the last 70 years, we have been At this time, the 4-500 miles either side kids that would grow up with your website, beholding the end of some medium or other: of the equator will be uninhabitable thanks so their thought processes were aimed a Newspapers were going to be killed by the to global warming, and about a billion people certain way, anyway. But what happens when movies; movies by radio, radio by TV, TV by will be shoehorning themselves into the rest Internet users don’t grow up? Because that’s cable; cable by the net, and we are all still of the World. When I was growing up, we paid where we are at. There has been a lot of fear enjoying all of it. Why? Because everyone a license fee in order to be able to watch TV. over the death of newspapers, lately. Does learned to adapt, and offer something That fee ran the national broadcaster that anyone read anymore? Not the internet different. What we aren’t going to change is allowed it to broadcast all that boring stuff that generation, that’s for sure. The answer isn’t a the infantilization of the current generations you should be watching. I DID gain an interest in lack of knowledge about this generation, it’s a mid-thirties and below. While they are still stuck business and cricket, I didn’t in Opera and Ballet, case of newspapers not talking down to their on celebrity website gossip, the remaining but it was there if someone wanted it. What is readers (Obvious exceptions accepted.). It’s 10% in power are reading newspapers and wrong with defining a piece of the 500-channel the case that to read the entire newspaper, are making decisions that affect all of us. TV universe and multiple radio offerings? If we you have to have an interest in politics, They are manipulating exchange rates, are to have any hope in our race, it is those in international diplomacy, business, sports, pop organising the fall of governments, and the their twenties right now that will have to right culture, fashion and the workplace. That’s a price of oil. The only thing anyone can do is these wrongs within the next 20 years. What a little dry, when you have the choice of reading to try to educate themselves about what is pity that the majority of these are tweeting about Johnny Depp’s love life. If you don’t have happening. How the real estate crisis in the about their underwear, rather than learning an interest in what someone else is thinking, States has resulted in a generation in their late how to fix the place. » Steve James | Boom’s end Blog | www.boomsend.wordpress.com www.pointzeromedia.com point zero • MAGAZINE 23
  • Join the global Join the global leaders in mobile leaders in mobile entertainment… entertainment… The Mobile Entertainment Forum is the global trade association of the mobile media industry,  working on behalf of its diverse membership to drive mobile entertainment adoption, shape  The Mobile Entertainment Forum is the global trade association of the mobile media industry,  regulation and deliver competitive advantage to its members:  working on behalf of its diverse membership to drive mobile entertainment adoption, shape  regulation and deliver competitive advantage to its members:  • MEF initiatives change the industry insights provide competitive advantage • MEF initiatives change the industry • MEF insights provideyour business policy protects competitive advantage • MEF policy protects your business We invite all forward-thinking companies to take an active role in accelerating  the industry’s global expansion. We invite all forward-thinking companies to take an active role in accelerating  the industry’s global expansion. www.m-e-f.org The Global Voice of Mobile Entertainment www.m-e-f.org The Global Voice of Mobile Entertainment
  • POINT ZERO Social Media T he internet has changed the by can be secure in the knowledge that their dynamic between brands and Vincent Labey data will not be shared or sold on without shoppers; the old certainties of their consent. brand equity are becoming less significant and marketers must realise they Services that enhance the user experience need to look beyond this security blanket. build a privileged communications channel If you offer consumers the best deals and that they maintain the power in the between the brands advertising on them and best quality of service you are well placed relationship. Therefore any consumer-facing online consumers. Users will appreciate a to succeed; those that do not embrace this service must satisfy three key criteria to service, providing the advertising isn’t too new marketing paradigm will find their lead reassure the user that it is legitimate: intrusive and provides only offers that are eroded by brands that do. relevant to them on an individual basis. When The key driver to providing more USER EXPERIENCE – the consumers recognise the twin benefits of sophisticated forms of targeted advertising is user data and the success of the targeting 1 website or application must be of a sufficiently professional free services and tailored offers then this translates into positive brand associations depends on how such data can be gathered standard to demonstrate to for advertiser partners. and how it can be put to use. Therefore to the user that it is trustworthy. This consent model predicates an provide value on an individual level it’s entirely new way of looking at advertising; necessary to build up a picture of a user’s CONTROL – The user must know it is built around a requirement to establish preferences and that means developing a level of trust to the extent that the consumer 2 exactly what they are signing up to, once they have given their a firm relationship between the brand and the consumer, thus removing traditional is willing to share those details. permission to be marketed to barriers. After all if the consumer perceives Online advertising must shift to a service they should be able to dictate exactly what he/she is getting less out of the deal they model to remain relevant, however in order they do and do not want to receive. Equally will opt-out of the service and the advertiser that consumers will be willing to share their if they are unhappy with the service they will lose access to valuable data. Equally personal data then marketers must be able must be able to opt-out easily, any if the offers are badly targeted they offer to offer something of value in exchange. application must be simple to uninstall. no value and will be viewed as little better A great example of this would be Spotify – than spam. The only way to succeed is by users receive free music in exchange for ads. PRIVACY – the sign up process developing a bond of trust between the Before consumers will sign up to a service of this type they must first value the 3 must be completely transparent in outlining the terms and consumer and the brand so that online shoppers recognise the value in granting proposition, but they must also be confident conditions so the consumer the advertiser access to their data. » Vincent Labey | Founder, Aedgency | www.aedgency.com WWW.POINTZEROMEDIA.COM POINT ZERO • MAGAZINE 25
  • POINT ZERO Social media Breaking down the Barriers: A new way of thinking about advertising T he internet has changed the by can be secure in the knowledge that their dynamic between brands and Vincent Labey data will not be shared or sold on without shoppers; the old certainties of their consent. brand equity are becoming less significant and marketers must realise they Services that enhance the user experience need to look beyond this security blanket. build a privileged communications channel If you offer consumers the best deals and that they maintain the power in the between the brands advertising on them and best quality of service you are well placed relationship. Therefore any consumer-facing online consumers. Users will appreciate a to succeed; those that do not embrace this service must satisfy three key criteria to service, providing the advertising isn’t too new marketing paradigm will find their lead reassure the user that it is legitimate: intrusive and provides only offers that are eroded by brands that do. relevant to them on an individual basis. When The key driver to providing more User experience – the consumers recognise the twin benefits of sophisticated forms of targeted advertising is user data and the success of the targeting 1 website or application must be of a sufficiently professional free services and tailored offers then this translates into positive brand associations depends on how such data can be gathered standard to demonstrate to for advertiser partners. and how it can be put to use. Therefore to the user that it is trustworthy. This consent model predicates an provide value on an individual level it’s entirely new way of looking at advertising; necessary to build up a picture of a user’s control – The user must know it is built around a requirement to establish preferences and that means developing a level of trust to the extent that the consumer 2 exactly what they are signing up to, once they have given their a firm relationship between the brand and the consumer, thus removing traditional is willing to share those details. permission to be marketed to barriers. After all if the consumer perceives Online advertising must shift to a service they should be able to dictate exactly what he/she is getting less out of the deal they model to remain relevant, however in order they do and do not want to receive. Equally will opt-out of the service and the advertiser that consumers will be willing to share their if they are unhappy with the service they will lose access to valuable data. Equally personal data then marketers must be able must be able to opt-out easily, any if the offers are badly targeted they offer to offer something of value in exchange. application must be simple to uninstall. no value and will be viewed as little better A great example of this would be Spotify – than spam. The only way to succeed is by users receive free music in exchange for ads. privacy – the sign up process developing a bond of trust between the Before consumers will sign up to a service of this type they must first value the 3 must be completely transparent in outlining the terms and consumer and the brand so that online shoppers recognise the value in granting proposition, but they must also be confident conditions so the consumer the advertiser access to their data. » Vincent Labey | Founder, aedgency | www.aedgency.com www.pointzeromedia.com point zero • MAGAZINE 25
  • WHY PARKS ASSOCIATES? How many people watch We provide strategic consulting and full-fledged online video? research solutions, helping D STA ER N E UR ITE ST our clients achieve a greater 46 OP 32 understanding of emerging WE TE UN E S business opportunities in digital living and consumer technologies. million million For companies seeking a deeper understanding of Our future projects dig deeper into the expanding role how and why consumers of connected CE, online video, and interactive services as adopt technology, Parks consumer demand for connectivity continues to grow. Associates is the solution. UPCOMING PROJECT INDUSTRIES All Eyes New Media & Advertising Digital Entertainment & Gaming Consumer Electronics Home Networks on VIDEO Internet & Television Services Software & Middleware International study of current consumer experiences and attitudes Digital Health regarding advanced video platforms and services Mobile Applications & Services Home Control Systems & Security For more information, and to download our free white papers, visit Energy Management www.parksassociates.com or e-mail sales@parksassociates.com. FUTURE REPORTS Addressable, Interactive Television Advertising in the U.S. Television Services: Global Outlook (Second Edition) Broadband Services: Global Outlook (Second Edition) Trends in Electronic Program Guide Development Online Video Advertising Strategies & Results Online Video and Broadband Service Provider Strategies Connected Home: Global Outlook Online Gaming: Global Outlook www.parksassociates.com
  • POINT ZERO Social Media Socia Networking Socia Networking Social Networking ocia etworkin ial tw rkin wo kining starts start it transition starts its transition starts its transition arts ts tran i tra sit tr nsiti ran to Vis to Visual Networking Vis Visual Networkin isu isual etworkin etw rking t ki king kin 100% Europe: Monthly Digital Media Activity % Engaging Specified Activities Monthly “How often do you do the following ...?” (Among all BB HHs surveyed) 75% Q 2005 Q1 – 2 5 Q 2007 Q1 – 2 7 Q 2 8 Q2 – 2008 50% 25% Notes: European countries include France, Germany, Italy, Spain and the UK Source: Parks Associates’ global research ©2009 Parks Associates 0% Stream online videos Social network W e all take our news in by different ways. The Jayant newspaper industry is Dasari “More than 80% of broadband struggling but is still households in France, Germany, Italy, the centrepiece of news consumption for Spain, and the U.K. watch streaming many people. Radio and television are video online at least once a month.” undergoing evolutions of their own, with digital developments opening new doors and making others obsolete. For established and download content from the Internet. and applications. To take advantage of these outlets the internet has presented challenge CE manufacturers in turn have been adding new capabilities, providers will expand their after challenge, from the need for a website Internet capability to all types of devices, traditional communications and television to the current assault on their supremacy with connected TVs leading this new wave services to incorporate features such as video by social media. of advanced products. conferencing, chat, and community-based More than 80% of broadband households These added capabilities will inevitably recommendations in electronic program in France, Germany, Italy, Spain, and the U.K. impact the area of social networking, pushing guides (EPG). Consumers will also be able watch streaming video online at least once social and community-based networking into to get more community-based applications, a month. The popularity of online video and the next phase of its development, one that such as local news and event calendars, advanced video applications in general has is heavily video-oriented. school lunch menus, videos of town council motivated service providers in the U.S. and This transition will start with basic meetings, and integrated recommendation throughout Europe to expand their service applications, such as the ability to share and transactional services like Craigslist offerings – and to deploy advanced CE to YouTube and personal videos to any device and Angie’s List. handle these demands. with a display. As this area further integrates Are consumers ready for a more video- They have marketed and installed with video services, it will evolve into Visual centric social networking experience and advanced set-top boxes and DVRs that allow Networking – the combination of video with all that it entails? If the feature is a replication users to leverage broadband connectivity collaborative social networking solutions of Facebook or MySpace on a separate » WWW.POINTZEROMEDIA.COM POINT ZERO • MAGAZINE 27
  • POINT ZERO Social Media television channel, then the answer is no. on behavioural, contextual, and demographic For now, overall interest in TV 2.0 features is Such an offering is not compelling. A more information; and can incorporate relatively low, not surprising given the early successful service would be a subtle blend of recommendations from trusted contacts. stages of this market. As recommendation and social networking features – recommendations, That latter ability will be key function in community features become more integrated sharing, and chat – woven into a video-centric bringing people to TV 2.0 services. Regardless with the video experience and more intuitive experience. Responses from consumers in of all the content search and discovery (non-distracting) via the EPG, these offerings both quantitative and qualitative studies indicate growing interest in community- oriented services via TV-based programming. They are responsive to a service that “A key feature from the online experience connects with them on a local level and that needs to move into the TV area is the provides local, school, and neighborhood viral sharing of content (by e-mailing a information as well as videos of local program and/or a “Watch this!” link).” government meetings on specific channels. A challenge in mixing these types of personal and social media with traditional video is in the presentation to the consumer applications available to people, they still rely will become important tools for discovery eye (and remote control). Adding more content heavily on recommendations from friends of video content – and important services when viewers are already inundated with and family to discover new music and video for providers to entice their subscribers. thousands of options risks burying a great idea content, whether it be on TV or the Internet. Programmers can encourage new viewership, at the end of a long line of home shopping A key feature from the online experience that and advertisers will also race to create more channels. It will be important for the industry needs to move into the TV area is the viral interactive marketing campaigns that encourage to develop EPGs that are navigable; can sharing of content (by e-mailing a program the sharing of popular advertisements via a help people find preferred content based and/or a “Watch this!” link). television interface. » Jayant Dasari | Research Analyst, Parks Associates | www.parksassociates.com
  • Digging deeper into how search engines are evolving, we also asked the UK public to assess recently introduced or soon to be introduced new features. Unsurprisingly, those that make it easier to separate and drill down into specific types of results scored highly. Google’s Search Options and Bing’s Image Search features topped the list with 58 per cent of people in each case claiming they would be useful or very useful in delivering a better search experience. Google’s Search Options allows users to drill down into search results by choosing to view specific categories of results such as product reviews or forum posts. Bing’s Image Search feature displays images as a tile which you can scroll through, rather than having to repeatedly click on to a new page to see more results. Google’s Rich Snippets feature where search results will automatically show user reviews and customer satisfaction ratings also scored highly with 51 per cent seeing it as a useful feature. By way of contrast, when asked to assess Google’s move to introduce Wiki Search as a way for individuals to customize their search experience by re-ranking, deleting and commenting on A fter a long period where it by looked like the competition had Neil Jackson given up the ghost, 2009 has “Video results were only described been the year when Google’s as useful by a mere 6% of men and dominance in search has started to be really just 3% of women, perhaps reflecting challenged. We’ve had the re-launch of Ask that video results have only relatively Jeeves, a re-vamp of Yahoo! Search, the launch of Microsoft’s Bing and most recently recently been incorporated into Microsoft’s effective takeover of Yahoo! The standard search results by Google.” search wars are on and universal search is one of the key battle grounds. Consumers are demanding a much wider range of content including images, consumer reviews, blog 53 per cent of consumers overall and almost results, less than a third 30 per cent thought posts and videos. Search engines are moving 60 per cent of those aged 44-54. Consumer it would be useful. beyond the ’ten blue links’ with a range of reviews were followed by images and photo While these figures show there is clearly a new search features which reflect the more results, regarded as useful by 45 per cent demand for these new search tools in principal, sophisticated demands for specific types of of people overall, rising to nearly 50 per cent the challenge for the likes of Microsoft and information by consumers. for 25-34 year olds. Google will be integrating these features Tamar recently asked YouGov to survey Local results were regarded as the third seamlessly into their search engines and over 2,000 consumers as part of our annual most useful type of universal search result, making sure ordinary users are aware of them. UK Search Attitudes Report. The results are selected by 17 per cent of consumers. Brands thinking about their Search broadly reassuring for both Microsoft and Interestingly, video results were only strategy going forward need to start thinking Google’s strategy for the future of search. described as useful by a mere 6 per cent of about how best to integrate Universal Search When consumers were asked which types of men and just 3 per cent of women, perhaps into their overall online marketing strategy. The results they would find most useful when reflecting that video results have only opportunity is there for brands who can create researching a purchase online product relatively recently been incorporated into and optimise content in a way which matches reviews were the most popular, selected by standard search results by Google. the search behaviour of consumers today. » Neil Jackson | Search Director, Tamar | www.tamar.com WWW.POINTZEROMEDIA.COM POINT ZERO • MAGAZINE 29
  • POINT ZERO Mobile 2.0 Is there a future in ad-funding mobile applications? by Simon Liss M obile applications and mobile Paid for, free, ad-funded application stores are now or freemium? becoming a feature on most new mobile For the most part, those making the first wave of phones. Apple’s iPhone and Appstore led applications were small bedroom outfits. They the charge, but the wagon has since been might manage to sell 15,000 of their apps at $1 a jumped on by Nokia, Android, Blackberry, pop and they’d take home a relatively healthy Microsoft and the network operators. Chances wedge for a few weeks of late-night coding, are that even if you don’t own an application but nothing to worry Bill Gates. Larger capable smart-phone, you will be aware commercial companies and media companies they exist. Mobile apps are also moving from who are now on the scene tend to need their the frivolous to the practical and they will products to make a return for them and their eventually, I believe, become essential. investors, but they also need to achieve scale I run a mobile agency, but please don’t and get as many people to use their apps as think that I am fooled by the hype surrounding possible. They have a choice, offer their product mobile applications. We get to see quite a bit of as a paid-for download, or offer it for free. the value chain, because we work with anybody Some also try a combination of a free version from product developers to advertisers and and then a premium version with extra lots in between. As with any new technology features and/or no advertising – often referred stampede, we are just beginning to see the to as a ‘freemium’ model. dust settle and the commercial reality of this Either way, the free download option is new world come into focus. attractive, especially for those with investor 30 POINT ZERO • MAGAZINE WWW.POINTZEROMEDIA.COM
  • far left: Shazam iPhone app showing a Google adsense advert left: Shazam iPhone app showing iTunes purchase links below: ESPN in-app ad for Jaguar CTRs, revenue or value for anyone concerned. The other ad option is to broker direct deals “Unlike browsing, which can be less directional, with relevant advertisers. ESPN mobile did so most app usage has a distinct purpose. Your with their iPhone app, getting Jaguar to advertise propensity to click on a ‘classic’ interruptive ad to their mostly male, high-net-worth customer base. Early signs are that these more content banner, launch the browser and then interact relevant deals are getting better results than with the landing page content is much less less targeted campaigns. The main drawback apparent with a mobile app.” is that each ad deal needs to be negotiated and implemented on a case by case basis. targets to meet, because it seems the then interact with the landing page content quickest way to acquire a decent volume of is much less apparent with a mobile app. Consider context users. Getting the app on hand-sets is clearly a The second barrier is the nature of to deliver value strategic advantage, but it can lead to a ‘build current mobile ad inventory. Most of the The most promising form of in-app advertising it and they will come’ approach to advertising. volume tends to be long-tail network is the affiliate marketing model, which is The trouble starts here, as when the main advertising, which relies on scale rather than perhaps not strictly advertising at all. Here, driver is pure customer acquisition, the real- relevance to get results. Application developers relevant products or services are offered, world commercial model can take a back seat. are naturally attracted to ad-hosting solutions ideally as a natural continuation of application We have seen quite a few companies wake up from ad networks like Google or Admob, usage. A good example is Shazam, the music late in the game to the fact that ad-funding because they offer a ‘plug and play’ approach recognition service. On their iPhone and their apps is not as easy as it sounds. and good fill-rates. All a developer needs to Android apps they offer links to Amazon to do is insert a few lines of code. No need to download the track you’ve just identified and broker deals or go direct to advertisers. These take a cut of any resulting sales. This has clear What are the barriers to networks offer targeting, but right now the value for all concerned, and makes perfect profitable in-app ads? relevance of ads served has some room for sense in the context of the application. There are two main stumbling blocks. The improvement. Google adsense for mobile, for So, my advice to developers is this; if your first is the nature of mobile applications instance, has just come out of a trial phase, app concept is not primarily designed to sell themselves. When you open an app, chances and is still relying on campaigns that seem to something, then you should either develop are you intend to use that app and then have been designed for PCs. We’ve seen ads something good enough to sell per download close it. Unlike browsing, which can be less for Blackberry mobile phones being served to and be happy with limited returns, or ensure directional, most app usage has a distinct an iPhone, which point to a website designed that you can form commercial alliances with purpose. Your propensity to click on a ‘classic’ for a PC. Not a good user experience and, one those that do have something to sell that can interruptive ad banner, launch the browser and must imagine, not yet generating significant add value to the user experience. » Simon Liss | MD, We Love Mobile UK | www.welovemobile.co.uk WWW.POINTZEROMEDIA.COM POINT ZERO • MAGAZINE 31
  • POINT ZERO mobile 2.0 mobile advertising has been slow to establish itself as a genuine advertising channel. Mobile advertising has been slow to take off. But the industry is learning from its initial mistakes. Supported by industry approved standards and brokering functions, advertising spend on mobile looks set to take off. M obile advertising is one of by messages in the palm of a consumer’s hand, the hottest areas of interest Nick Wiggin anytime and anywhere. Advertisers value the in the telecoms industry. The impact that a brand message delivered to a idea of switching on a virtual mobile phone will have, and look for providers tap and having a new revenue stream flood that can manage that process. A unique value- into the network operator business is not the have an industry that would prefer a simple add for advertisers is the prospect of leveraging only appeal. Those of us on the telecom side way of spending advertiser money. It was so subscriber profile data to make targeting more of the fence look at the glamorous advertising much easier for advertising planners when effective. Essentially, it is important to adhere industry and imagine award-winning Cadbury there was only TV, radio and print to consider. to strict codes of conduct and best practice; and Guinness campaigns viewed on mobile Ericsson decided in 2008 that the time when that is done then the advertisers have handsets. The thought of being on set with an was right to commit to mobile advertising. We the most powerful advertising channel ever. A-list celebrity shooting a 30-second mobile felt something needed to be done to help Although mobile advertising is taking commercial is more than enough to lure the telecom operators make mobile advertising off slowly, everyone recognizes that it will sensationalists among us. a reality, and not be overrun by internet be a significant revenue stream due to the In reality, mobile advertising is beset companies. Our kick-off point was to build proliferation of advanced phones and the decline with difficulties. There has been a lot of an ad-serving platform, avoiding the pitfalls of traditional media. However there have been over-claiming and under-delivering of mobile and including the value pieces learned from some key obstacles along the way. Besides services to the consumer and advertising studying start-up businesses in this space. the obvious cultural differences between the services have been affected by this. At the There are strong arguments for continuing advertising world and the telecoms industry, end of the day we all have a phone, we’re to invest in this area, despite the economic there are other issues to overcome. all consumers and if user experience is not downturn. The realities of advertising remain, Ad-serving technology is not rocket up to scratch we’re going to have rather even during difficult economic times. For science. A more central issue at present is the conservative expectations going forward. example, the impact of traditional media has openness of operators to allow third-party Large players such as Vodafone and Telefónica been decreasing for many years and this will access to data management. Not surprisingly have been looking at mobile advertising for continue. Television and the press are struggling operators have been reluctant to allow small many years, but the journey for all pioneers as consumers spend less time at home and are start-ups to integrate directly with their own in this space has been difficult as operator becoming more difficult to reach. Significantly, systems. There has also been a significant business culture has to adjust to accommodate internet advertising is weathering the storm amount of distrust and nervousness about and support this new revenue stream. The and digital media is continuing to do well as allowing the major internet players access to telecoms business has been built on the advertisers look for new ways of engaging subscriber profile information. Advertisers “consumer pays” model and that must change with consumers. Naturally the mobile phone want to know what ad space they are buying as there is a limit to the amount the individual is a key focus of interest… if only we could all and who views it, and they will pay a premium is prepared to pay for content. On the one hand pull in the same direction. if the operator can provide them with generic you have an industry that is looking to charge The appeal of mobile advertising compared information about the ad viewer, such as age, consumers for content, and on the other you with other channels is the ability to put brand gender, or location. 32 point zero • MAGAZINE www.pointzeromedia.com
  • research insights the barriers to mobile advertising and kick industry associations New findings taken from interviews with start real revenue generation. The GSM Association (GSMA) has agency advertising buyers in New York, Hong announced a measurement standard Kong and the UK reveals that The media industry standards that involves operators in each local agencies will get onboard if the targeting We need to look to our industry associations to market committing to providing a potential of the mobile channel is released guide us objectively through this maze, and it is research house with data that is and the process of executing mobile encouraging that after lots of blood, sweat and then presented in a uniform way to advertising is made efficient. With this tears a handful of these associations have made advertisers who want to see what targeting information, a broker can help real progress recently in helping this industry browser content has been viewed and operators sell the right space at a premium. grow. We now have the support of three global by whom. This is a step in the right But the future of mobile advertising relies industry associations, the GSM Association direction and evidence of operators upon the ability of agencies to buy ad space (GSMA), the Mobile Marketing Association seeing the benefit of working together. across networks in a matter of minutes. This (MMA) and the Internet Advertising Bureau (IAB), www.gsmworld.com is a key stumbling block that is affecting the which have defined standards in the areas of growth of mobile advertising as a business. metrics, formats, best practice and cooperation. The Mobile Marketing Association (MMA) has taken the lead on producing “We have to look at better the need for a broker global advertising standards that The next step for operators to agree on mean operators can provide uniform planning and buying tools, collectively is who they can work with to ad space. This will facilitate the I would love to see the day aggregate all operator inventory for the creative process and remove issues when it’s simple and clear.” benefit of the advertising community. There of size and specifications. The MMA is an obvious need for a new role in this market also has a code of conduct that applies CEO, Mobile Agency, New York: — a broker. At Ericsson we have stepped in and to mobile advertising and is a useful Source Ericsson Consumer Labs May 2009 focused our attention on connecting relevant best-practice guide for marketers. media buying and ad-serving applications in a www.mmaglobal.com This global research study produced by managed service model, acting as the broker Ericsson Consumer Labs also found that between advertising demand and supply. The Internet Advertising Bureau consumer reactions to mobile advertising (IAB) has a strong local market focus were favourable when certain ‘best practice’ Clearly when advertisers can buy targeted and is key to facilitating objective requirements were met. By adhering to advertising across networks in a matter of discussions amongst operators who industry guidelines on best practice and minutes, combined with a reliable optimization see the value in working together working together it is clear from the study and reporting tool, the shift of ad spending to make mobile advertising happen. that agencies and operators can overcome to mobile will increase dramatically. www.iabuk.net » nick wiggin | Head of advertising Strategy & partnerships, ericsson | www.ericsson.com www.pointzeromedia.com point zero • MAGAZINE 33
  • POINT ZERO Mobile 2.0 by Making Nick Wiggin studying start-up businesses in this space. mobile There are strong arguments for continuing to invest in this area, despite the economic downturn. The realities of advertising remain, even during difficult economic times. For advertising example, the impact of traditional media has been decreasing for many years and this will continue. Television and the press are struggling as consumers spend less time at home and are happen becoming more difficult to reach. Significantly, internet advertising is weathering the storm and digital media is continuing to do well as advertisers look for new ways of engaging with consumers. Naturally the mobile phone is a key focus of interest… if only we could all pull in the same direction. The appeal of mobile advertising compared with other channels is the ability to put brand messages in the palm of a consumer’s hand, Mobile advertising has been slow to take off. anytime and anywhere. Advertisers value the But the industry is learning from its initial impact that a brand message delivered to a mobile phone will have, and look for providers mistakes. Supported by industry approved that can manage that process. A unique value- standards and brokering functions, advertising add for advertisers is the prospect of leveraging subscriber profile data to make targeting more spend on mobile looks set to take off. effective. Essentially, it is important to adhere to strict codes of conduct and best practice; M when that is done then the advertisers have obile advertising is one of the most powerful advertising channel ever. the hottest areas of interest Although mobile advertising is taking in the telecoms industry. The off slowly, everyone recognizes that it will idea of switching on a virtual be a significant revenue stream due to the tap and having a new revenue stream flood proliferation of advanced phones and the into the network operator business is not the in this space has been difficult as operator decline of traditional media. However there only appeal. Those of us on the telecom side business culture has to adjust to accommodate have been some key obstacles along the of the fence look at the glamorous advertising and support this new revenue stream. The way. Besides the obvious cultural differences industry and imagine award-winning Cadbury telecoms business has been built on the between the advertising world and the and Guinness campaigns viewed on mobile “consumer pays” model and that must change telecoms industry, there are other issues handsets. The thought of being on set with an as there is a limit to the amount the individual to overcome. A-list celebrity shooting a 30-second mobile is prepared to pay for content. On the one hand Ad-serving technology is not rocket commercial is more than enough to lure the you have an industry that is looking to charge science. A more central issue at present is the sensationalists among us. consumers for content, and on the other you openness of operators to allow third-party In reality, mobile advertising is beset have an industry that would prefer a simple access to data management. Not surprisingly with difficulties. There has been a lot of way of spending advertiser money. It was so operators have been reluctant to allow small over-claiming and under-delivering of mobile much easier for advertising planners when start-ups to integrate directly with their own services to the consumer and advertising there was only TV, radio and print to consider. systems. There has also been a significant services have been affected by this. At the Ericsson decided in 2008 that the time amount of distrust and nervousness about end of the day we all have a phone, we’re was right to commit to mobile advertising. We allowing the major internet players access to all consumers and if user experience is not felt something needed to be done to help subscriber profile information. Advertisers up to scratch we’re going to have rather telecom operators make mobile advertising want to know what ad space they are buying conservative expectations going forward. a reality, and not be overrun by internet and who views it, and they will pay a premium Large players such as Vodafone and Telefónica companies. Our kick-off point was to build if the operator can provide them with generic have been looking at mobile advertising for an ad-serving platform, avoiding the pitfalls information about the ad viewer, such as age, many years, but the journey for all pioneers and including the value pieces learned from gender, or location. 32 POINT ZERO • MAGAZINE WWW.POINTZEROMEDIA.COM
  • POINT ZERO mobile 2.0 making by Nick Wiggin mobile studying start-up businesses in this space. There are strong arguments for continuing to invest in this area, despite the economic advertising downturn. The realities of advertising remain, even during difficult economic times. For example, the impact of traditional media has been decreasing for many years and this will continue. Television and the press are struggling happen as consumers spend less time at home and are becoming more difficult to reach. Significantly, internet advertising is weathering the storm and digital media is continuing to do well as advertisers look for new ways of engaging with consumers. Naturally the mobile phone is a key focus of interest… if only we could all pull in the same direction. Mobile advertising has been slow to establish The appeal of mobile advertising compared with other channels is the ability to put brand itself as a genuine advertising channel. But messages in the palm of a consumer’s hand, the industry is learning from its initial mistakes. anytime and anywhere. Advertisers value the impact that a brand message delivered to a Supported by industry approved standards mobile phone will have, and look for providers and brokering functions, advertising spend that can manage that process. A unique value- add for advertisers is the prospect of leveraging on mobile looks set to take off. subscriber profile data to make targeting more effective. Essentially, it is important to adhere to strict codes of conduct and best practice; M obile advertising is one of when that is done then the advertisers have the hottest areas of interest the most powerful advertising channel ever. in the telecoms industry. The Although mobile advertising is taking idea of switching on a virtual off slowly, everyone recognizes that it will tap and having a new revenue stream flood be a significant revenue stream due to the into the network operator business is not the in this space has been difficult as operator proliferation of advanced phones and the decline only appeal. Those of us on the telecom side business culture has to adjust to accommodate of traditional media. However there have been of the fence look at the glamorous advertising and support this new revenue stream. The some key obstacles along the way. Besides industry and imagine award-winning Cadbury telecoms business has been built on the the obvious cultural differences between the and Guinness campaigns viewed on mobile “consumer pays” model and that must change advertising world and the telecoms industry, handsets. The thought of being on set with an as there is a limit to the amount the individual there are other issues to overcome. A-list celebrity shooting a 30-second mobile is prepared to pay for content. On the one hand Ad-serving technology is not rocket commercial is more than enough to lure the you have an industry that is looking to charge science. A more central issue at present is the sensationalists among us. consumers for content, and on the other you openness of operators to allow third-party In reality, mobile advertising is beset have an industry that would prefer a simple access to data management. Not surprisingly with difficulties. There has been a lot of way of spending advertiser money. It was so operators have been reluctant to allow small over-claiming and under-delivering of mobile much easier for advertising planners when start-ups to integrate directly with their own services to the consumer and advertising there was only TV, radio and print to consider. systems. There has also been a significant services have been affected by this. At the Ericsson decided in 2008 that the time amount of distrust and nervousness about end of the day we all have a phone, we’re was right to commit to mobile advertising. We allowing the major internet players access to all consumers and if user experience is not felt something needed to be done to help subscriber profile information. Advertisers up to scratch we’re going to have rather telecom operators make mobile advertising want to know what ad space they are buying conservative expectations going forward. a reality, and not be overrun by internet and who views it, and they will pay a premium Large players such as Vodafone and Telefónica companies. Our kick-off point was to build if the operator can provide them with generic have been looking at mobile advertising for an ad-serving platform, avoiding the pitfalls information about the ad viewer, such as age, many years, but the journey for all pioneers and including the value pieces learned from gender, or location. 32 point zero • MAGAZINE www.pointzeromedia.com
  • Research insights the barriers to mobile advertising and kick Industry Associations New findings taken from interviews with start real revenue generation. The GSM Association (GSMA) has agency advertising buyers in New York, Hong announced a measurement standard Kong and the UK reveals that The media Industry standards that involves operators in each local agencies will get onboard if the targeting We need to look to our industry associations to market committing to providing a potential of the mobile channel is released guide us objectively through this maze, and it is research house with data that is and the process of executing mobile encouraging that after lots of blood, sweat and then presented in a uniform way to advertising is made efficient. With this tears a handful of these associations have made advertisers who want to see what targeting information, a broker can help real progress recently in helping this industry browser content has been viewed and operators sell the right space at a premium. grow. We now have the support of three global by whom. This is a step in the right But the future of mobile advertising relies industry associations, the GSM Association direction and evidence of operators upon the ability of agencies to buy ad space (GSMA), the Mobile Marketing Association seeing the benefit of working together. across networks in a matter of minutes. This (MMA) and the Internet Advertising Bureau (IAB), www.gsmworld.com is a key stumbling block that is affecting the which have defined standards in the areas of growth of mobile advertising as a business. metrics, formats, best practice and cooperation. The Mobile Marketing Association (MMA) has taken the lead on producing “We have to look at better The need for a broker global advertising standards that The next step for operators to agree on mean operators can provide uniform planning and buying tools, collectively is who they can work with to ad space. This will facilitate the I would love to see the day aggregate all operator inventory for the creative process and remove issues benefit of the advertising community. There of size and specifications. The MMA when it’s simple and clear.” is an obvious need for a new role in this market also has a code of conduct that applies CEO, Mobile Agency, New York: — a broker. At Ericsson we have stepped in and to mobile advertising and is a useful Source Ericsson Consumer Labs May 2009 focused our attention on connecting relevant best-practice guide for marketers. media buying and ad-serving applications in a www.mmaglobal.com This global research study produced by managed service model, acting as the broker Ericsson Consumer Labs also found that between advertising demand and supply. The Internet Advertising Bureau consumer reactions to mobile advertising (IAB) has a strong local market focus were favourable when certain ‘best practice’ Clearly when advertisers can buy targeted and is key to facilitating objective requirements were met. By adhering to advertising across networks in a matter of discussions amongst operators who industry guidelines on best practice and minutes, combined with a reliable optimization see the value in working together working together it is clear from the study and reporting tool, the shift of ad spending to make mobile advertising happen. that agencies and operators can overcome to mobile will increase dramatically. www.iabuk.net » Nick Wiggin | Head of Advertising Strategy & Partnerships, Ericsson | www.ericsson.com WWW.POINTZEROMEDIA.COM POINT ZERO • MAGAZINE 33
  • POINT ZERO Mobile 2.0 I can give you a long argument about by uniqueness in market pattern that mobile user how reachable mobile as a media is. Italo Gani penetration is huge compare to fixed internet But let’s leave that to the scholars. user, I strongly believe that mobile potentially Indulge me instead with this one will the main interactive media in this market. simple question; Where is your mobile phone Markets like China, India and Indonesia at this moment? Bet you 1 to 10 that it’s research agencies and telco operators, the will the best playground for mobile marketing within reach, if not already on your hand as players that can and will be benefited from service. With the amount of mobile subscriber, we speak (sort of speak). I’d say it’s a 24/7 mobile as a successful interactive media. most likely the real budget and successful -ON media. So, no argument from me. Mobile subscriber is increasing rapidly mobile marketing cases will starting from And I’m sure that we’re not still arguing every month in developing countries like these countries compare to Europe and US. about the effectiveness of mobile phone China (600milliion mobile subscriber), India Country like Indonesia already starting as a media to deliver your brand’s message. (380million subscriber) and Indonesia advance permission-based mobile marketing We KNOW that. So why hasn’t it work? And (130million subscriber). The rising (if not service, there are already case studies that why am I still playing in this lucrative media already proven) dragon and seemingly created in this market. The Asian biggest low playground? Here’s why. In this instant world untouched market for most retail products. fare airlines is already repeating their mobile ad where gourmet food is just a phone call away Mobile as a mass as well as targeted media campaign, Indonesia biggest local FMCG brand and delivered to your doorstep at 3 am (well is very interesting solution for the brand that never done internet campaign before is maybe not gourmet), people expect anything to interact with target audience. You only starting their mobile ad campaign as well, and else to work as instantly. Unfortunately need one SMS bullet to reach one intended many more mobile ad campaign happen in instant is NOT what’s going to happened here. audience at merely efficient cost. You got to Indonesia opt-in mobile media environment. Market/Industry education is still in need in like that odd. Killer message hasn’t been this And most brand are quite amaze with the high this process of maturing the mobile ecosystem. easy and playing hasn’t been this much fun. response rate of the mobile campaign. 3 years are barely enough to ripen a media. Hell, To put the cherry on top, massive rate Every new marketing communication Internet is still ripening after 20 years and it still of Mobile market penetration particularly in asia scheme will adapt with the local market hasn’t reached maturity. And when I say market, has allowed anybody, and I mean ANY BODY environment, and can be an evolution or a I am not talking about mobile subscriber, the with even D SES buying power, can afford to revolution process. Whichever they are, the end knot of this long line, the product’s buyers, have and they do have at least 1 mobile phone. changes are happening already. Come along the brand believers. I am talking about Brand This will allow brands to reach and communicate then, the playground’s open. You wouldn’t owners, media agencies, creative agencies, interactively to their target market. With want to miss the ride, right? » Italo Gani | Chief Commercial Officer, m-stars | www.m-stars.net 34 POINT ZERO • MAGAZINE WWW.POINTZEROMEDIA.COM
  • on’t sst… d to buy Ps you want x? my Be tama A n interesting new topic seems by This was true for Betamax versus VHS and it to have emerged among mobile Alexander will be equally true for mobile apps versus the Gregori marketing afficionados in the mobile internet. Apple’s marketers and spin wake of Steve Jobs recent doctors are currently milking the competitive iPhone apps success. The question is being advantage of their app store, and it is true asked whether applications for mobile that mobile apps are currently sexier than the phones will have longevity or if the real Einstein once said that “the only two infinite mobile internet. But that won’t be like that for answer to mobile marketing bliss is the things in this world are the universe and long. Once the mobile internet has overcome mobile internet? man’s stupidity – and I’m not so sure about its teething problems, and it is doing so at This reminds me of the old and much the former”. I agree, so human stupidity is lightening speed, it will beat mobile apps quoted show down between Betamax and definitely one reason. hands down simply because it is so simple! VHS. Remember those two video formats But I believe that the main reason for Think of an app: it needs to be developed that brought the joys of movie home inferior products beating their quality separately for each phone model, and new entertainment into our living rooms for the competition is simplicity. KISS. Keep It Simple one’s are entering the market constantly. It first time? Betamax was definitely better. In Stupid (some say “Keep It Simple Safe” but I needs to be downloaded and then sits on your terms of quality it won hands down against wanted to continue Einstein’s thought…) phone, so there is a memory issue. A mobile VHS. But, as history tells us, it was VHS that Doesn’t this make a lot of sense? A new internet site, or mobi site, on the other hand won the battle of the formats. product, especially if it is somehow of a high sits on an external server and can simply be How is that possible? How can an inferior quality, always excites at first, and if it is only accessed by every phone that is WAP enabled. product beat a sophisticated, well thought because of the novelty factor. But in the end So just as VHS outclassed Betamax on through quality one? Well, there are many someone comes up with something much sheer simplicity, few if any will bother much reasons, and this scenario is by no means simpler that can do the trick as well. And about utilizing apps to reach a mass market unusual. Just look at Microsoft versus Apple… that’s what the masses eventually go for. in mobile marketing soon. » Alexander Gregori | Co-founder, Dawn Anna Investments (Pty) Ltd | www.mymobworld.com WWW.POINTZEROMEDIA.COM POINT ZERO • MAGAZINE 35
  • POINT ZERO Mobile 2.0 H istorically – at least since the by Drowned in Apps establishment of operator David As consumer appetite for content and Ross-Tomlin portals – the operator has been applications continues to grow, and as more the gatekeeper for the bulk of companies do indeed look to secure a share mobile media, and more specifically content of this lucrative market, we can expect to see and applications within that. This meant that parties on all sides face a number of challenges. for many, unless you were an established For app store hosts, the objective will be brand with heritage in the space, the process to encourage developers and content owners for getting content and apps onto an a little over a year, with more than 65,000 to produce applications for their platform. For operator’s portal was time consuming and applications now available to its customers. developers the greatest hurdle can often be expensive. In the end, some companies simply The success of Apple’s App Store has had content discovery, especially in the Apple App did not regard mobile as a viable channel. huge ramifications across the mobile industry, Store, and making sure that their app has the Mobile phone subscribers suffered a with a sharp uptake of new services by right marketing and communications strategy limited experience as a result. Those looking consumers such as mobile social networking, in place to directly reach out to and influence to download a ringtone or access an internet Location Based Services (LBS) and gaming, as mobile consumers. site would be automatically routed to their well as increased activity in areas such as mobile The value of PR and social media in respective operator’s portal, whilst any marketing. This in part is due to the emergence particular cannot be overlooked. If used attempt to go off-piste and browse off-portal of a new generation of handsets that enable effectively, it can help to own and engage with content and WAP sites was an off-putting and faster, easier access to feature rich services, but online developer communities or seed individual cumbersome process. This user experience also thanks to the increased presence of flat apps out to consumers, and consequently improved, but out of bundle data charges rate data packages, driving access and usage boost the number of applications available to meant that in most markets searching for to different forms of mobile media. and being downloaded on a single app store. and downloading content was prohibitively Consequently, operators no longer Mobile media has become a compelling expensive. retain the same control they once did, with medium for brands inside and outside of handset vendors, aggregators and in some the industry to engage with. The app store And then came App Store cases publishers, all establishing a degree of model has broken down the walls of operator In July 2008 Apple fundamentally changed direct access to the consumer. The last six control and now offers tremendous potential the way mobile media is accessed and sold months alone has seen a number of different for direct engagement with mobile consumers, on the mobile handset with the launch of its vendors, OS providers and operators launch but the question remains as to which brands App Store for iPhone. Since its launch, Apple their own respective storefronts in order to will fully immerse themselves and build upon has achieved over 1.8 billion downloads in secure a share of the app pie. these new opportunities. » David Ross-Tomlin | Campaign Manager, Diffusion Mobile | www.diffusion-mobile.com 36 POINT ZERO • MAGAZINE WWW.POINTZEROMEDIA.COM
  • POINT ZERO Mobile 2.0 T he advertiser’s nirvana is to be able to use a medium that has ubiquitous reach and therefore huge volumes yet can be segmented to a fine-grained level to offer specific campaign targeting. The advertiser’s dream also includes the potential to precisely measure the effectiveness of delivery and hence a tangible return on the initial advertising investment. Though it might sound too good to be true, the highly personalised medium of the mobile phone with its inherent communication capability offers just such an opportunity through advertising within SMS services – for example football results, horoscopes or directory enquiry responses. Even beyond peer-to-peer SMS messaging there are billions of service messages sent each day, each to an opted-in consumer who will be able to see and interact with the advertising message within it – every phone in the world can receive SMS. This provides the reach and volume of inventory to satisfy the needs of the advertiser. The SMS service message also allows for highly contextualised advert delivery based on a wide range of parameters including the content of the service message itself, location, time of day and other user information. This approach reaches the desired target audience and ensures that only those impressions that need to be sent are paid for, offering a highly cost effective and by efficient channel for communication and Jeremy Copp ability to track the interaction of each user and guide further campaign message delivery “Beyond peer-to-peer SMS messaging there are to them. The click mechanic on a mobile billions of service messages sent each day, each phone provides an easy to use path to further to an opted-in consumer who will be able to see brand or product messages, coupons or offers and direct customer acquisition through and interact with the advertising message within an instant voice call. it – every phone in the world can receive SMS.” There is, therefore, a medium that meets the advertisers’ needs: a high volume, wide reach, push messaging format that does not interaction that is capable of maximising interaction with the advert. By embedding require the user to happen to see a message the relevancy of the advert to the consumer. a clickable link within the message that is yet which can be highly contextualised and Most importantly technologies exist unique to each user and each advert, the fully measurable. For the first time, SMS to allow the measurement not only of the interaction history of each consumer can be offers a demonstrable ROI through premium number of advert impressions delivered (and measured. This provides not only an overall inventory that maximizes value for advertisers, to whom), but also of the individual user’s click through rate measurement but also the brands and publishers. » Jeremy Copp | CEO, Rapid Mobile Media Ltd | www.rapid-mobile.com WWW.POINTZEROMEDIA.COM POINT ZERO • MAGAZINE 37
  • WANT TO BECOME A SOCIAL MEDIA GURU? Here at utalkmarketing, we know that Here at utalkmarketing, we know that staying ahead of the pack in Social staying ahead of the pack in Social Media is time consuming because Media is time consuming because best practice is constantly developing. best practice is constantly developing. Our Social Media Master Class Our Social Media Master Class programme is designed to give programme is designed to give you the essential knowledge you the essential knowledge you need, without the effort. you need, without the effort. Our experts read all the Our experts read all the market information and market information and boil it down to the most boil it down to the most important insider facts, important insider facts, that you can really use. that you can really use. YOU DON’T EVEN YOU DON’T EVEN HAVE TO LEAVE THE OFFICE! HAVE TO LEAVE THE OFFICE! Our experts deliver Our experts deliver exclusive content online, so as exclusive content online, so as long as you can access the internet long as you can access the internet you can take advantage of our Social Media Master Class. you can take advantage of our Social Media Master Class. HEAR CASE STUDIES, RESEARCH AND ANALYSIS FROM: HEAR CASE STUDIES, RESEARCH AND ANALYSIS FROM: SIGN UP TODAY! SIGN UP TODAY! Quote ‘Pointzero’ to receive a 20% discount Quote ‘Pointzero’ to receive a 20% discount Email daniel@utalkmarketing.com Email daniel@utalkmarketing.com or call 020 7300 7333 for more details or call 020 7300 7333 for more details
  • POINT ZERO Enterprise 2.0 Adopting Social Media in the Enterprise I n the last 18 months, Social Media by hundreds of thousands of members Marketing has generated a lot Mike Lewis out of the gate. The truth is the launch of a of attention and buzz in most community should go hand-in-hand with a enterprises. From the innovative uses well though marketing program and activities of social media during the US Presidential to drive membership and participation. campaign of Barack Obama, to individuals creating a personal brand on blogs and The “let’s-keep-it-small-so-it-does-not- microblogs, everyone seems interested implicit data (comments on other posts, move-the needle” phenomenon — Some in getting in on the social media hype. details on connections, responses to polls, enterprises seem to get into a permanent state Mainstream media continues to point to allegiance to fan pages, etc) making the of pilot when it comes to social media marketing unprecedented adoption rates of social information difficult or impossible to review, programs. At some point you either need to networks like Facebook, Twitter, LinkedIn interpret and act on. move on and scale, or decide that social media among others, leaving enterprises to move marketing is not for you and shut it down. beyond the question of whether or not to Leveraging and adopt social media as part of the marketing Launching Social Media The “not-invented-here” syndrome —This mix, and into how they should adopt it. Enterprises that are at the point of expanding can happen when a very strong community Most enterprises have made attempts their social media initiatives by launching already exists, and the company tries to at dipping their toe in social media mostly by their own market facing community benefit create a new one and lure members to their establishing a presence on what we will call by learning from the successes and failures own platform. In some cases it makes more the “free social web” – Facebook, Twitter, of other brands. Three common mistakes sense for that company to engage where the LinkedIn, etc. While these social outposts are Enterprises make are: community already hangs out and affiliate with extremely important for branding and driving them instead of trying to compete with them. traffic to an enterprise’s web site or online The “build-it-and-they-will-come” fallacy community, they are difficult to measure —This happens when a company focuses too Measuring ROI – It’s both and track and, most importantly, it’s difficult single-mindedly on the tools and forgets to important, and possible for the brand to own the conversations consider the marketing programs that are Earlier this year Chris Brogan (President of New happening within the broader social web. driving membership and participation in their Marketing Labs) and I conducted research on These sites own the explicit data (profile community. Too many brands believe once Corporate Trends in Social Media Marketing. information, demographics data, etc) and the community is launched it will result with We learned that most enterprises that » WWW.POINTZEROMEDIA.COM POINT ZERO • MAGAZINE 39
  • POINT ZERO Enterprise 2.0 dipped their toes into social media were An additional concern identified in the survey Without standard metrics, organizations planning larger, more comprehensive was the perceived inability to track an RIO need to know whether or not social strategies in the second half of 2009 that with social programs. media programs are making an impact. involved deploying their own customer or Measuring ROI in social media is As companies adopt and enhance social market facing online communities. The something everyone involved in the space is programs they need to be sure that the primary motivation of the enterprises trying to capture. While there are many different vendors they select to support the technology component of the social program understand the differences in business objectives companies have and have the “Measuring ROI in social media is something appropriate metrics in place to track an ROI. everyone involved is trying to capture. While With the right platform and tools in place, there are many different opinions on the subject measuring ROI is easily possible. no one has established an industry standard.” About Mike Lewis planning these initiatives were addressing opinions on the subject no one has established Mike Lewis is Vice President of Marketing standard marketing goals including promoting an industry standard. One of the primary & Sales at Awareness, Inc – the leading brand, increasing customer engagement and reasons behind the lack of a standard ROI provider of on-demand social media driving demand generation activities. On the definition for social media is because, as we marketing software. He is an active blogger flip side, the biggest concerns of the same learned in the survey, there are many different at Social Episodes and on Twitter. enterprises were around ensuring their brand objectives for social media programs. For image is not tarnished within a community example, while page views may be a compelling http://www.awarenessnetworks.com and that they can generate high levels of metric for a UCG campaign, it may indicate poor http://blog.socialepisodes.com participation among community members. performance in a peer support community. http://twitter.com/bostonmike » Mike Lewis | Vice President of Marketing & Sales , Awareness | www.awarenessnetworks.com contact us for more info damian@thegravy.co.uk m. 07734 695725 www.thegravy.co.uk
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  • Program_Ad.eps 2/24/09 4:25:00 PM simple. mobile. advertising.
  • POINT ZERO Enterprise 2.0 g Networkin ate Social with Corpor T he apocryphal Chinese curse by social networking solution called Unity2, “May you live in interesting times” Carl Billson based on a range of technologies including neatly sums up the combination Microsoft SharePoint. Unity combines wikis, of excitement and foreboding blogs, group forums and personal pages inherent in the rapid changes organisations as well as being a front-end to a document seek to manage, not least in Corporate Social leadership – recognising that “Nowadays repository. Not surprisingly, security measures Networking. Excitement at the sheer potential we can no longer assume that only a select are paramount. For example, documents that for releasing the untapped strengths within group of people qualify as innovators”. 1 are under export control restrictions have what many companies acknowledge is their Social and workplace tools are in rapid access locked-down to approved staff. The greatest asset – their people. And foreboding transition. Hindsight shows that personal company’s motivation for introducing Unity at how to manage and securely channel the computers emerged just over 25 years old is said to include the need to accommodate empowering collaborative capabilities. and widespread use of the Internet is a the changing age profile of the workforce. Many organisations are actively evolving more recent phenomenon that has grown There’s both need to address potential loss of their understanding and maturing their exponentially. What about foresight? know-how as senior people retire and need to approach to using Corporate Social Networking. Look ahead to, say, 10 years from now: empower employees who have expectations Some initial reactions were to ban or block social networking is ubiquitous and the about using Web 2.0 tools and are familiar such sites as Facebook in the workplace. tools even more sophisticated and intuitive. with using them in their everyday lives. However, with growing knowledge and Organisations cannot afford to watch The Aerospace and Defence sector more tools designed for corporate use, and do nothing. Learning from hands-on exemplifies some of the demanding many organisations recognise that the same experience is invaluable and many are doing requirements that business has for Corporate social networking principles applied in the just that. Thankfully, several are willing to Social Networking solutions. There is a work environment help build the cohesion share their experiences whether through complex supply chain requiring communication and innovation that they seek. For instance, the web, at Social Networking conferences and collaboration across companies and the general manager for Logica in Scotland, or communities of interest. with customer(s), often across international Martin Ewart makes a pitch that open, Take the example of Lockheed Martin, boundaries; access control to documents networked working environments are essential a multinational Aerospace and Defence needs to be under strict control and audit, for promoting innovation and thought company that has created its own internal for instance to protect intellectual property » WWW.POINTZEROMEDIA.COM POINT ZERO • MAGAZINE 43
  • POINT ZERO Enterprise 2.0 and to comply with export restrictions; identity of Google Wave in May 20093. Google suggest way it fluently blends a raft of collaboration management needs to meet prescribed that there is a need for new standard for tools and techniques, ones that are familiar conditions and may benefit from third party PKI communication – one suitable for the 21st from a range of tools currently available in (Public Key Infrastructure); it needs to meet century. Lars Rasmussen, development team various solutions. It adds some neat ‘widgets’ internationally recognised open standards so leader on Google Wave, suggested that Wave of its own and, through an ‘open’ approach that companies are not ‘locked-in’ and benefit is what email would be like if it were invented invites the developer community to create others. Examples include concurrent group collaboration, language translation ‘on the fly’ and event ‘playback’ where, for example, “Some of the strengths of Wave are in the way it email ‘conversations’ can be dynamically fluently blends a raft of collaboration tools and played-back from any point in a more intuitive techniques, ones that are familiar from a range manner than viewing current ‘static’ email of tools currently available in various solutions.” threads. Wave is bold in its scope and stated intentions for open-ness and global adoption. The story is set to unfold with the first public from global innovation. The UK Council for today. He said that Google wants Wave to be release stated for later in 2009. Electronic Business (www.ukceb.org) is a an open platform such that anyone can provide We undoubtedly live in interesting UK-based trade organisation that is active in platforms for Wave using open tools that and exciting times for Corporate Social this sector and seeks to promote standards and Google provides. This includes competitors Networking! share experiences of good practice and policy to Google and organizations who build or 1. Article in www.publicservice.co.uk, 3 July 2009, guidance regarding corporate social networking. adopt implementations of Wave for ‘internal’ ‘From Facebook to the coalface’ What are some drivers in the market use all of which follow the same standard 2. Many articles are available on the web place? One example is Google’s announcement protocol and enable interoperability. and demonstration to its developer community Some of the strengths of Wave are in the 3. http://wave.google.com/ » Carl Billson | MD Flurysh & Business Manager, UKCeB.org | www.ukceb.org Future TV ADVERTISING FORUM ($5/< %22.,1 ',6&28 * 11th December 2009 17 (1'6  76 Portland Place, London 129(0 7+ %(5 One day conference bringing together the Advertising and Broadcast industry to debate how to evolve TV advertising Learn from case studies and early adopters how addressable advertising is luring back advertisers Find out how all parties can co-operate to ensure TV remains the most powerful, visual and emotional advertising medium Network in our combined exhibition and catering area Evening networking reception Booking Hotline – +44 (0) 845 519 1230 or email: info@pointzeromedia.com www.futuretvads.com
  • POINT ZERO Enterprise 2.0 TRA INS S, SS: AIN IN S DR PA ocial media has become the norm D ductivity in Europe, with social networking AN Pro having a penetration of nearly 75% among European internet e 2.0 users*. Statistics such as this have spurred our nterpris corporations worldwide to adopt social media F practices for their employees that increase productivity and grow ROI. Let’s look at four ks E employee productivity challenges Enterprise Ris ts 2.0 tackles head on. The Intranet Time Drain efea – The Nine-Headed Hydra How would you rate your corporate intranet? Many would compare theirs to the mythical Hydra: You have to chop off several heads (and keep chopping) in order to find needed D information. Whether looking for the right person or the right document, employees can run up a sizeable bill when it comes to wasted by categories, tags and user ratings. When time. Consider this: If an average employee Craig Hepburn employees transition out of their roles or spends 30 minutes a week looking for the leave the company, their knowledge is right resource, then a mid-size company of retained in a way that new employees 1,000 employees wastes 30,000 minutes can easily access, enhancing their own (500 hours) per week in lost productivity. knowledge at an accelerated pace. The Silo Pain The Training Strain – Hording Knowledge Go Beyond the Written Word: Successful – The Dreaded Ramp-Up Time Most organizations have no systematic way Enterprise 2.0 hinges on respecting each Companies face huge costs to replace to retain an employee’s knowledge before employee’s unique way of learning, be it employees. The average on-boarding time he/she leaves. Individuals and project teams verbal, visual or aural. Savvy businesses for a new employee can vary from weeks to are often driven by deadlines which don’t are seeing the power of video and podcasts months. Accelerating ramp-up time by even allow them to discover how other teams or to promote social e-learning and provide a small percentage can produce significant geographies could benefit from their work. an engaging way for employees to share savings. The impact is particularly compelling How much time do your employees spend expertise. Push your organization to excel with sales generating professionals – the today reinventing the wheel or duplicating beyond text-based Enterprise 2.0 initiatives. quicker a quota-bearing representative is past and current efforts? able to start generating revenue, the more Create Collaborative Workspaces profitable your company will be. The Answer: Enterprise 2.0 and Useful Tags: Harness the true power of Enterprise 2.0 by helping your The Learning Change Now that we’ve identified problems employees find the right information through – Lack of Participation that tax employee productivity, let’s see collaborative workspaces and tags. With user Social media continues to change the how Enterprise 2.0 can address them. ratings and comments, your employees can Internet by making it a hub for participation, easily score the usefulness of information empowering every user to contribute their Bye-Bye Ramp-Up Time: Knowledge and grow knowledge-based communities as knowledge with content, ratings, votes and isn’t just stored in the form of traditional information is centralized around a particular opinions. When a company ignores Web 2.0 documents: it’s inside blogs, threaded topic – all actions that significantly slash principles such as user-generated content, discussions and wikis. Successful Enterprise productivity risks. employees are denied the opportunity to 2.0 allows knowledge types to be centrally collaborate, share and participate. stored and organized based on relevant *comScore World Metrix, February 2009 » Craig Hepburn | Senior Marketing Manager, Open Text | www.opentext.com WWW.POINTZEROMEDIA.COM POINT ZERO • MAGAZINE 45
  • POINT ZERO Enterprise 2.0 A quick search on Google throws by up a wide range of differing Euan definitions of cloud computing Semple “In the old days having an office used with everything from hosting to be a symbol of status, emblematic blogs on external sites to enterprise software of the ability to get things done. as a service delivered within the firewall and Now having an office often means everything in between. But is it actually about technology? that you have to work with slower Since the days of the mainframe and bandwidth than you have at home.” dumb terminals, through desktop PCs to smart phones and WiFi enabled devices there has been a constant tussle between the documents, e-mails, and meetings. So if your and services aimed at freelance and home centralising, controlling instincts of the IT toolset at home includes collaborating on workers has grown apace. The combination department and the de-centralising, freedom Google docs, scanning for input from Twitter, of these two factors, the controlled nature of of use sought by employees. These swings collaborating with experts on Linkedin, what the workplace and the productivity possible are as much about control as they are about are you going to do “at work”? anywhere else, has led many to question the technology or even capability. With the advent In the old days having an office used to benefits of a conventional “inside the firewall” of increased bandwidth to the home and be a symbol of status, emblematic of the ability approach to IT. increased home use of personal computing to get things done. Now having an office often But we are not just talking about a this tension has become even greater. means that you have to work with slower technological shift here. We are really talking Pervasive connectivity and sophisticated bandwidth than you have at home, you have about a shift in culture that is happening in collaboration tools mean that working “in the to work within the constraints of a firewall that society at large as more and more of us become flow” is increasingly the norm. Taking in lots seems determined to prevent you from doing part of the networked world. The internet of little bits of information from wide ranging anything remotely useful, and the range of generation who have grown up with the low sources, working with others to use and applications and operating systems available cost means of production at their finger tips are improve that information, and then laying to you seems to have nothing to do with what changing forever the media landscape. With this a visible trail of your actions for others to you’re actually trying to achieve. Working from comes a change in power, how it is is exercised, follow, is much more productive and quick home has become a much more common and what form it takes. This power shift is than the comparatively static world of Word phenomenon and the development of tools already beginning to affect the workplace. 46 POINT ZERO • MAGAZINE WWW.POINTZEROMEDIA.COM
  • LHUZLTWSLJVT /LSWPUN WLVWSL UKLYZ[HUK [OL ^LI To quote the famous management guru Peter on the cloud readily available to anyone the of contract and how to avoid those too, Drucker, “In a knowledge economy there are individual decides should have access to it? managers give staff a far greater opportunity no such things as conscripts, there are only As people become more mobile and much to understand what is right and what is wrong volunteers. The problem is that we have more likely to move frequently from one job and how to behave appropriately. trained our managers to manage conscripts”. to another, having all of your data locked up So the cloud is not just the latest This has never been more true than it is today. in an organisation is going to become more buzzword being used to brand familiar More industries than ever depend on smart and more unacceptable. But what does this technologies and platforms. It is much more people and their willingness to share what mean for managers and their roles? than this. It is a reflection of the shift in the they know with the companies they work I’m often asked if the advent of social relationship between organisations and the for. The increased ability that those smart computing and the cloud means a loss of control staff they employ, and a shift in how the people have to take their skills and networks for managers. My response is that they never organisation defines its boundaries with the elsewhere places considerable pressure on had control in the past anyway. They simply outside world. To pretend this shift isn’t managers now and in the future. Conventional had the appearance of control. For many years happening and lock your staff, and your stuff, assumptions about command and control, if now the outside world has been a copy and behind an ever more tightly controlled firewall indeed they ever worked, rarely do when paste away from members of staff. No matter would be inviting disaster. To rush headlong what is expected is the willing and active how fancy your IT security systems, there is into deploying cloud based solutions without participation of networks of smart individuals little to stop a disgruntled employee from first considering their implications would be in the goals of your company. copying text from an internal e-mail and pasting equally foolhardy. The cloud represents an At a practical level what does this mean? it onto an external bulletin board. Thankfully, exciting world of opportunities and a much Where is the most productive place for an what social computing gives managers is more enabling approach to technology and individual to have information about himself an increased opportunity for influence. By the ability to get things done in business, and his work stored? Is it buried in a corporate engaging in the workplace online conversations, than we have ever had before but be aware of database left unmanaged, unattended, and explaining what risks are and how to avoid the power of this transition and don’t forget out of date for years, or stored somewhere them, or for that matter what breaches to ask for some help on the journey. » Euan Semple | Freelance consultant | www.euansemple.com ISSUE 1.0 WEB 2.0’S NEW E AZIN ONLINE MAG magazine : Benefit from and Email Addresses • Linked Adstistics - Tracking t i to An insigharn eting • Rea der Sta e and ROI BMW’s m ns k nc Innovation Ad Performa s for BMW’s Marketing glas on innovatio Dou Manager, Tony al Media in the use of Soci BMW X1. the launch of the >> dia marketing tive social me m • Custom Foration BMW’s innova for more on See page 06 HOW IS GYPSii LL RILL CONNECTING ANDREW GRI WIMBLEDON S ILE ON WHY MOB HAS ACROSS DEVICES KS? WHY THIS YEAR ADVERTISING FF AND NETWOR CHAMPIONSH IPS NOT TAKEN OFF P.22 > P.29 Lead Gener edia and Videos >P.22 > 22 WERE ALL OF P.17 AS EXPECTED? A TWITTER? > M • Interactive sues include Ads • Archived is es readership and for ero Magazin n please call r deta ils on Point Z is publicatio For furthe rtising in th ia.com ma tion on adve ail mark@p ointzeromed further infor 98108 or em (0) 7773 3 Mark on +44
  • POINT ZERO Enterprise 2.0 S ocial media is facilitating the shift by in marketing from its focus on Elizabeth creating awareness to nurturing Hanson “While readership for any blog customer relationships and loyalty might be limited to a few thousand to maximize retention. Crucial to this is the people, the viral nature of the Web anecdotal evidence or opinions that social exponentially increases this activity.” media produces, which attracts interest and builds brands — what analysts are calling Engagement Metrics. Most marketers agree that it’s hard to markets use social networking sites. Connect their forums and you’ll become a trusted measure the impact that social media has on with your consumers using surveys, focus resource instead of a marketing spin doctor. buyers. The technologies and tactics are all groups and more. Remember to centralize very new; organizations don’t know how to this invaluable information and make it Although in early stages with regard to B2B measure the value that viral video and social readily accessible. customer adoption, social media presents network marketing delivers. For example, it’s new opportunities to connect customers all but impossible to determine conclusive Process is very important. For and prospects, build trust and brand loyalty, evidence of blog value. While readership for any blog might be limited to a few thousand 5 example, organizations should be focusing more specifically on and create more tailored messages/ campaigns to increase your marketing return people, the viral nature of the Web how social media can support on engagement and stakeholder relevancy. exponentially increases this activity. the sales cycle. At IGLOO, we create processes While tools are effective and results are that profile our customers over time, nurturing According to a major research analyst firm, the good, the “rub” with social marketing lies in prospects and using social activity in our online following performance gains were realized in the difficulty in measuring the impact that VIP Room, for example, to establish lead just a year by organizations leveraging social social media has on buyers. qualification scores. media to improve customer engagement: So, how do you measure engagement metrics? The following tactics should give And last but certainly not least, 96% improved customer advocacy you insight into how to measure and optimize your social media marketing initiatives. 6 join in the conversation. Respond to your customer’s comments on 82% improved their ability to generate customer insights for products/service blogs. Find out what makes them development Outline and fully understand happy and what turns them off. Involve your 53% reduced market research cost 1 your objectives; they will dictate the metrics that you measure. engineers in your customer conversations. Comment on their blogs and participate in Now that’s what I call good MROE. Measuring website traffic and time spent on your site, for example, is very different to measuring social networking activities. Marry online and offline tactics 2 to run fully integrated marketing campaigns; combine videos, podcasts, blogs, Twitter, Facebook Social Media and groups, events and print. Since metrics are still evolving, it’s 3 best to measure effectiveness holistically using a combination of qualitative and quantitative metrics. Improved analysis of community Your “Return on activity, for example, can be a powerful source on consumer responses, intentions and actions. Engagement” (ROE) Segmentation skills are still 4 essential to connecting with a specific audience and making your message relevant. Study specifically how business buyers in certain » Elizabeth Hanson | Marketing Director | www.igloosoftware.com 48 POINT ZERO • MAGAZINE WWW.POINTZEROMEDIA.COM
  • Copyright © 2009 Opera Software ASA. All rights reserved. Opera, Opera Mobile and Opera Mini are trademarks of Opera Software ASA. All other product and brand names may be trademarks or registered trademarks of their respective owners. Opera Mini The world’s leading mobile browser Opera Mini™ is the world’s most popular Web browser for mobile phones. Tens of millions of users and dozens of the world’s top mobile operators and OEMs have harnessed the power of Opera Mini to deliver a fast, robust Web experience that makes the most of everyday mobile handset technology. Opera Mini’s ability to work on any handset makes it the solution of choice. From smartphones to basic feature phones, Opera Mini’s strength is its simplicity, portability and ease of integration. With a handset running Opera Mini and a flat-rate, unlimited data pricing structure, users have all they need to access the full Internet. To learn what Opera Mini and Opera Software solutions can do for you, visit www.opera.com/business/