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Linguistic Mythbusting: The Fake Language of the Web (SXSW 2011)
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Linguistic Mythbusting: The Fake Language of the Web (SXSW 2011)

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Peter Imbres, Augie Ray, Adam Ostrow and Spike Jones discuss how the words we use affect our understanding of technology.

Peter Imbres, Augie Ray, Adam Ostrow and Spike Jones discuss how the words we use affect our understanding of technology.

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  • 1. LINGUISTIC MYTHBUSTINGThe Fake Language of the Web #LINGMYTH
  • 2. A LITTLE INTRODUCTIONHow do the words we use affect the understanding of technology? #LINGMYTH
  • 3. PANELISTSPeter Imbres – VP Strategy at Plattion, @peetaAdam Ostrow – Editor in Chief at Mashable, @adamostrowAugie Ray – Executive Director of Community andCollaboration at USAA, @AugieRaySpike Jones – SVP Customer Experience at Fleishman-Hillard, @spikejones #LINGMYTH
  • 4. “VIRAL” #LINGMYTH
  • 5. VIRAL“...to achieve marketing objectives (such as productsales) through self-replicating viral processes,analogous to the spread of viruses or computerviruses.” - Wikipedia #LINGMYTH
  • 6. Views (% Total) Minutes (% Total) 55.5% 43.0% 38.7% 21.0% 21.6% 16.5% 0.4% 0.5% 1.4% 1.3% Direct Traffic Blogs / Other Search Engine Social Bookmarking Site Social Networking SiteVideo discovery: user-generated video sharing sites only (sample: 716 million streams)
  • 7. “ROI” #LINGMYTH
  • 8. “BLOG” #LINGMYTH
  • 9. BLOG“I don’t like to read the blogs. I think a lot of thosepeople are mentally ill.” - Bill O’Reilly“Dust flying — Cheeto dust flying all over. They’rewiping it on their bare chest while their underwear —you know, their Hanes.” - Joe Scarborough #LINGMYTH
  • 10. BUT WHAT IS A BLOG? #LINGMYTH
  • 11. “SOCIAL BUSINESS” #LINGMYTH
  • 12. SOCIAL BUSINESSMarketingNew MarketingAdvertisingNew MediaPublic RelationsCommunications/Public RelationshipsSocial MediaSocial Business #LINGMYTH
  • 13. “BUZZ” #LINGMYTH
  • 14. BUZZ“Among the pure-online players, Groupon took thetop spot, capturing 10.5% of total Super Bowlmarketing buzz the day after the game, three timesthe buzz of GoDaddy, which had the largest increasein web traffic.” - Nielsen #LINGMYTH
  • 15. “BE HUMAN” #LINGMYTH
  • 16. “CLOUD” #LINGMYTH
  • 17. CLOUD“A thoughtful analysis of this would reveal that thisidea has been with us for many decades. I think theventure capitalists like the expression ‘software-as-a-service’, because it paints a new-age label on anold technique. You can hype your market value thatway because you are part of the next wave.” - IBM Software Chief Steve Mills #LINGMYTH
  • 18. “COMMUNITY” #LINGMYTH
  • 19. COMMUNITYGatheringsHubsMeeting places #LINGMYTH
  • 20. VOTINGText 22333 or @poll on TwitterViral - 75501ROI - 75502Blog - 75561Social Business - 75562Buzz - 75565Be Human - 75591Cloud - 75593Community - 75594 #LINGMYTH
  • 21. RESULTS
  • 22. THANKS Peter Imbres @peetaAdam Ostrow @adamostrow Augie Ray @augieray Spike Jones @spikejones #LINGMYTH