Thursday, July 22, 2010

Notes from Internet World - 27-29 April 2010

Notes from Internet World 2010.




The Dogmas of the Quiet Past - Keynote theatre
Asad ur Rehman
Global communication planning director, Unilever

  • Talked about ‘citizen journalism’ where people share, report and generate news.  Example: - Wikileaks is an organisation that publishes anonymous submissions and leaks of sensitive documents from governments and other organizations, while preserving the anonymity of their sources WikiLeaks has probably produced more scoops in its short life than the Washington Post has in the past 30 years
  • News and information network – Iran election used Twitter very effectively to engage and report. With the Iranian government jamming cell phones and text messages and blocking access to many social networking sites such as Facebook, Twitter emerged as one of the mediums with the most information being passed around and discussed about the turbulent presidential election.  Twitter delayed upgrade because of vital role it was playing. We [Guardian] have been contacted by a number of people urging us not to link to individual Twitter users in Iran. They claim that this puts people in real danger, although Twitter users in Iran have not repeated this concern. On the other hand Twitter users are providing vital updates on the situation at a time when foreign journalists are facing severe restrictions. Linking to tweets (which are of course published on the internet) helps readers to asses the veracity of what is being reported. If we don't link won't this simply help silence opposition and citizen journalism in Iran? It's a difficult issue. http://www.guardian.co.uk/news/blog/2009/jun/17/iran-uprising - for more info.
  • ‘Social news’ – people turning themselves into news.  Twitter/Facebook causes 20% divorces http://news.cnet.com/8301-17852_3-10420477-71.html
  • Future of books: ipad ‘Wired App’ demo redefine future of magazine – multi-dimensional, ability to engage with content. Watch http://www.youtube.com/watch?v=wwFbwHaP5tE
  • Redefine learning – children, textbooks.
  • Video advertising – starting point of all conversations online.
  • Insight – Dove found people talking about the fact that it’s shower gel kept tans for longer - invested
  
How brands engage on Facebook – social media seminar
Stephen Haines, UK Commercial Director

  • 400 million active users/ 100 million mobile users
  • 1/3 UK
  • 24 million per month – 50% return daily
  • 60% online population
  • 25 billion pieces of content create a month
  • Examples: Starbucks – 6 million fans – free muffin day through Facebook (idea corporate partnership – use their fans to promote Macmillan)
  • Johnnie Depp – problems selling limited edition print on ebay, so targeted 400 women who were fans and sold in online auction for lots of money (fundraising opportunities)
  • Keyword targeting – 18 yr old Liverpool football fans
  • 300,000 people joined Bogota cause in one day (I couldn’t find this particular cause on FB)
  • http://exchange.causes.com/resources/success-stories/ The largest cause on Facebook is the Race to End Cancer.  The cause was started by Michelle Miles, a 19-year old girl from Arkansas who wanted to help her local children’s hospital.  Michelle started the cause by inviting her Facebook friends, who invited their friends, and so on and the cause has now grown to over 5.9 million members.  The community has donated over $60,000 to the cause’s nonprofit beneficiary, the Arkansas Children’s Hospital.  The Hospital and Michelle are now working together to form a communications, fundraising, and awareness-raising strategy using the tools in the cause.
  • Advertising: Voting advertising put into production by Walkers crisps where users come up with flavour and most popular one will be put into production (idea for WBCM – Kipling come up with new cake recipe and Kipling will make for Macmillan!!)
  • 1) add like button to pages 2) Polling adverts 3) Events – free muffins 4) Comment advert – get feedback and monitor audience reactions. 5) Gift advert – giveaway’s 6) sampling adverts  - brands giveaway ie Marmite
  • Successful brands on FB: Dove, Royal Opera House (20,000 fans – v.good for niche brand), Skinny Cow – 35,00 fans, M&S  - dialogue wanted to find out what users wanted.  Employed a person full time to answer questions – replied on wall. Users sharing comments with all friends – put voucher on page of 50p off download – had to remove by afternoon as so popular.
  • Vitamin Water – let users come up with idea re product launches – ask 5 questions – what’s the most valuable to you? (good idea for campaigns – ask our users what’s most important)

How to implement a social media marketing strategy in 90 days
Alterian – Bob Barker

See Slideshare presentation:


Social Media Revolution: Is social media a fad?

Or is it the biggest shift since the Industrial Revolution? This video details out social media facts and figures that are hard to ignore. This video is produced by the author of Socialnomics.

Highlight ‘Blank Dave’ – youtube http://www.youtube.com/watch?v=Nl9fvn8c_Eo
This video demonstrates the importance of forming a connection with consumers to create brand advocates instead of simply encouraging people to buy a product.

(Idea - competition: Mark Silverside to run blog competition for staff – most followers/comments wins)


Content, communities and collaboration
How Guardian news and media is making social media
Meg Pickard

  • Concept: used to be ‘Content is King’ is now replaced by ‘Context is King’
  • Look at Guardian data blog: http://www.guardian.co.uk/news/datablog/2009/mar/10/blogpost1 uses Data Set/Google docs to present data in a blog – discuss data and what to do with it
  • Example: Investigate your MP’s expenses – 5,000 docs were reviewed by 24,000 people
  • Concept of ‘Mutualisation’ – Alan Rusbridger believes the future of journalism relies on the mutualisation of news – in other words that the interactivity of the web encourages journalists and readers/users to increasingly work together to report on events as well as to make sense of our extraordinarily complex society.
  • Social media doesn’t need to be sociable – it’s about information, get people to do work for me ie Amazon recommendations.
  • The Guardian is experimenting with a new feature on its website to show trending news, topics and articles from the website in an innovation beyond typical "most read" and "most commented on" lists.

    The stories appearing on
    Zeitgeist and the order in which they appear on the page is driven by "the attention of users", rather than by editors, like the site's front page, or by metadata, such as showing blog posts in chronological order. http://www.guardian.co.uk/zeitgeist Everything is benchmarked so not just most popular stuff rising to surface – it’s on percentage rise rather than numbers.
  • Jeff Jarvis – ‘embrace don’t replace’ – do what you do best and link to the rest.
  • Flicker – create and curate groups in Flicker. Example: A message for Obama – then published as a book and then pic of people holding photos of them with the book was posted on Flicker.
  • Vimeo – video sharing http://vimeo.com/


The Agency mobilizer – doing mobile just right
Michael Neidhofer, CEO Netbiscuits

  • Global leading company mobile websites
  • Sitebuilder, device management, analysis
  • Module based site builder

10 golden rules:
    1. Whole new medium - very individual form
    2. Need realistic business case – think about what user likes to do on the move ie bid, read article, check something – look at core user cases
    3. Look at what ‘fits’
    4. Create website specifically – who do you target – what phones do your users have, or ones you want to reach?
    5. Create mobile website first then create applications after website is the carthorse – application is the showhorse!
    6. Take advantage of opportunities to offer mobile – SMS campaigns, targeting app networks
    7. Best user experience for mobile internet.
    8. Make easily accessible – user URL and redirect requests from mobile devices automatically to mobile site.  Create mobile link on main website.
    9. Track and optimize – (Omniture – insights http://www.omniture.com/en/products/multichannel_analytics/insight
    10.  Don’t wait for more standardization – get started!



Good examples:

  • Ebay – watch /bid /refresh – secure connection, SMS alerts
  • Bild Germany – newspaper – mobile video, news ticker, sports, news, sms alerts
  • Others: Comedy central, LOST, Bon Jovi, Pagine Gialle (Italian newspaper), Siemens (events calendar, stock charts, multilingual portal) (good idea), McDonalds – product portal

An online strategy for Houses of Parliament – a set of new, interactive tools and services
Tracy Green, Head of online services www.parliament.uk

  • They communicate the work of the institution not parliament
  • http://www.theelectionproject.co.uk/ via Facebook. Simon Roberts, the official election artist, is currently touring the UK to document campaign activity during the 2010 general election. As part of the project Simon is also asking voters to get involved, by sending in photographs about political activity in their local area during the campaign
  • Parliament.uk has 10 million pages of content!
  • http://www.facebook.com/democracyuk  259,402 People Like This
  • They are talking to FB about how to continue to participate beyond end of General Election Campaign.  One idea is for the public to review legislation. See votematch – choose policy statement you like and see how close you are to each party. (could do something similar for cancer issues agenda) also see voteadvisor/ratethedebate.
  • Issue based content – taxonomy of library used – 320 different categories drilled down.
  • Public bills before parliament – shows how people can get engaged with these bills – ie write a letter, petition through MP, e.petitions, select committee (online forms).  The one with most impact was Domestic Violence and forced marriage.
  • See Lords of the Blog http://lordsoftheblog.net/ Lords of the Blog is a collaborative blog written by Members of the House of Lords for the purposes of public engagement.The aim of the blog is to help educate, raise awareness and engage with the public on a range of issues relating to the role and business of the House of Lords. (Get Mike Hobday should blog)
  • They also use Twitter, Flicker, Youtube
  • data.parliament.uk – out soon!
 (Idea: be an MP for a week – what would you change? Cancer care – your manifesto)
  

Charities and art of digital storytelling – Just Giving, Jonathon Waddingham, Digital strategist.


Also went to HF Holidays/Nomensa seminar – didn’t get anything new.


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