Point ZeroMagazine Issue 2 October 09

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

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Point ZeroMagazine Issue 2 October 09

  1. 1. 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
  2. 2. 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
  3. 3. 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
  4. 4. 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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  6. 6. 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
  7. 7. 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
  8. 8. 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
  9. 9. 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
  10. 10. 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
  11. 11. 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
  12. 12. 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
  13. 13. 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
  14. 14. PLATiNUM SPONSORS Cloud Computing WORLD fORum gOLD SPONSORS ete rmi ning D SiLVER SPONSORS ture of the Fu abl e IT Su stain 09 SPONSORS CTO BER 20 CE, 22ND O TLAND PLA 76 POR N LONDO E: Ng HOTLiN30 BOOki 845 519 12 ) +44 (0 22ND OCTO BER 2009 kEY SPEAkERS Euan Semple, Freelance Evangelos Kotsovinos, Consultant/Former Director Keith Misson, Business Director, Dr.Pamal Sharma, CIO - UK VP of Hosting, Morgan Stanley of Knowledge Management, BBC Group IT, Aviva and Ireland, General Motors Senior Representative, Simon Abrahams, EMEA Head of Kostas Tsatsaris, CTO and Director, Microsoft Laurent Lachal, Senior Analyst, Ovum Product Marketing, Rackspace Strategy and Architecture, HMRC www.cloudwf.com
  15. 15. 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
  16. 16. 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
  17. 17. 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
  18. 18. THE template for doing business online! Available now to buy on and all good online shops www.ecademy.com
  19. 19. 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
  20. 20. 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
  21. 21. 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
  22. 22. 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
  23. 23. 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
  24. 24. Join the global Join the global leaders in mobile leaders in mobile entertainment… entertainment… The Mobile Entertainment Forum is the global trade association of the mobile media industry,  working on behalf of its diverse membership to drive mobile entertainment adoption, shape  The Mobile Entertainment Forum is the global trade association of the mobile media industry,  regulation and deliver competitive advantage to its members:  working on behalf of its diverse membership to drive mobile entertainment adoption, shape  regulation and deliver competitive advantage to its members:  • MEF initiatives change the industry insights provide competitive advantage • MEF initiatives change the industry • MEF insights provideyour business policy protects competitive advantage • MEF policy protects your business We invite all forward-thinking companies to take an active role in accelerating  the industry’s global expansion. We invite all forward-thinking companies to take an active role in accelerating  the industry’s global expansion. www.m-e-f.org The Global Voice of Mobile Entertainment www.m-e-f.org The Global Voice of Mobile Entertainment
  25. 25. 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
  26. 26. 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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