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

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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
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We invite all forward-thinking companies to take an active role in accelerating
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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

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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

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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
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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

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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
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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

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