You can see the photos of Social Media Jungle at CES (smjces photos), the Ultimate Blogger Dinner (ultimate blogger dinner photos) sponsored by Lenovo and run by Social Media Club, and the Consumer Electronics Show 2009 (CES09 photos) at my Flickr page. (If you’re a friend you can also see shots on Facebook).
Dean Landsman and I just spoke at the Social Media Jungle at CES09.
We used the same deck as the last Social Media Jungle, so you can see that, as well as a video of our talk.
Daniel Honneman – Works with Chicago Tribune, and LA Times @dan360
Etan Horowitz – Orlando Sentinal @etanowitz
Kevin Sablan – Web Taskforce leader for Orange County Register – @ksablan
Dan: Journalism isn’t in trouble – it is going to change and adapt – you don’t necessarily need organizations, but orgs help. Reporters pitch editors, editors pitch other editors, and if you don’t make the cut you don’t get on the page.
Quote from Tom Friedman – amazed at number of Journalists who hate people.
Journalists are something of Entrepreneurs – they need to be willing to connect with people, with each others, and share ideas.
Etan: the idea of branding or self-promotion is blasphemy to many journalists. But, they need to make sure blogs cover their articles, articles should show on DIGG, etc. If it’s not good content, why not promote it?
Dan: But if you look at stats for stories some don’t really get read.
Kevin – Now with online you can really understand what is driving readership daily – and who those people are. As opposed to Audit Bureau of Circulation numbers – which have less accuracy.
Journalists wouldn’t normally quote other paper’s articles – but now web properties would link to other paper’s stories if the story is relevant.
Etan- Twitter posts can point to blog posts that lead to hundreds of comments. Once his blog is so well read, he can really have the discussion of “What is News” vs. What are people interested in reading.
Kevin Sablan – Didn’t start a new Twitter account related to the fires – they used their own followers and own audience . They also did a lot of listening.
They did create a page that aggregated Tweets About the California fires, and it was a useful resource for them and for everyone
Talking about practical ideas for helping companies relinquishing control, naked PR and the need for companies to develop social models for communication
Every company has to address the fact that Walled Garden PR is over – except Apple. Until recently – the last few days – about his hormone imbalance announcement. Blogosphere created such pressure along with mainstream media that they had to disclose what was going on.
Corporate commnication can’t be closed off – when you open up to all other company areas – there’s major fear.
Top 10 list of things that need to happen:
Good conversation doesn’t scale – you need to accelerate it – let more people have relationships and facilitate more conversations.
Don’t forget to question tactics – embargos, ndas, etc – many of these things don’t work for bloggers, social media.
There’s an incredible amount of social media content creation right now – it is now a low risk thing to create content.
Social Media is called Social for a reason – put what you’re doing through that filter.
Need to understand and reembrace some fundamental principles related to social communications and social technologies.
Welcome to the Era of social conversation, people want to talk to people, not be messaged to.
The difference between “talk to the hand” and “what can I give you (handshake)” is the difference in most communication vs social communication.
There are no levers to pull to get more twitter followers and sales.
90% attitude, 10% aptitude.
Principles – be human, be aware, be honest, be respectful, be a participant, be open and be courageous.
Be human and be yourself .
Be aware and be smart – know what does and doesn’t matter – be a good filter for others – most people don’t scale.
Be honest and have integrity.
Be respectful and live by golden rule – disagree with respect.
Be a participant – and contribute value.
Be Courageous and be willing to fail.
How can we encourage more personal development and become more
Example – Disney employee heard Sass and his girlfriend debating riding Aerosmith the ride – 70 min wait for a 90 second ride and his girlfriend didn’t want to go.
The Employee gave him a fastpass for that hour, to let Jeff jump the line and his girlfriend didn’t have to wait very long at all.
Here’s a link to Jeff Sass’ “Learn, Baby Learn” presentation from the first Social Media Jungle event. Much of Jeff’s presentation is similar today – and I wanted to link this because his slides are really smart and well thought out.
Teaching his grandma about social media – she recognized Twitter via CNN.
ROI from Social Media: – Quarterly or Annual return on investment – but it typically is somewhat simplistic and misleading. It may not account for brand loyalty or external factors like economic downturns.
May be time to consider customers, brand, and external factors.
Coke has had billboard in Times Square since 1932- not exactly a standard ROI measure
ROBI – Return on Brand Investment – in theory measures all external touchpoints for brands, not just $ spend.
Uses aggregate consumer response, takes into account brand loyalty, external factors and residual value.
ROCI – return on Customer Investment – Would allow marketers to identify returns, attitudinal responses, and data about who provided feedback, using power of internet , to be a better predictor of our future actions.
WIth growth of semantic web, it will become more of a reality.
How to do this more in real life: Really great blog post by Louis Green, L&G Business Solutions – comparing ROI to Value – his idea of value is ROBI and ROCI .
(Can’t find the exact post – Ben, please comment on this.) Update: Don’t Say ROI Unless you mean it is the article. Thanks Ben!
Figure out who in your organization can execute your strategy on a day-to-day basis. Very critical to get the right person.
Q: how do you help clients figure out appropriate metrics?
a: Really emphasize the education section – make sure client knows about all the idea available and what works best for client’s business results.
Dean Landsman: Notes Ben is: Gen Y Digital Native – GYDN – offer GYDNce (guidance.)
Return on Influence (vs return on indifference?) – Return on Impact
Robert Scoble tweeted he’s at SMJCES, a follower asked why it wasn’t on his event calendar. He hadn’t added it to upcoming.org, so the follower did it, he added it to his calendar, and now his followers can learn about it.
Brogan tells Scoble that he should keep posting these upcoming events because they have become a resource for the community.
Scoble: IF everyone tags stuff CES2009 then people can find the events.
When Scoble adds a new event to his calendar, it goes to his FriendFeed (and you can do the same with Facebook.) this tells your friends and followers about the event.
FriendFeed shows many concepts that aren’t quite “cooked” yet. EXAMPLE: Yesterday there were 10 people live blogging and audiostreaming, etc.
Venturebeat used FriendFeed – was faster than, say, live blogging like Engadget – and it also allowed real time engagement.
Robert: “In the old days when you used to use Google to try to find what was going on in real time” – noting that many other things like FriendFeed, Google News Alerts, Twitter, are all closer to or actually are real time.
You need a way to aggregate and bundle. – Robert is using a Friend Feed Room to aggregate CES.
RT from @LawD: If you are using tweetdeck, upcoming.yahoo.com and/or friendfeed, you are a social media grad
No one clicks “Favorites” on Twitter -doesn’t help the community. When Scoble clicks ‘like’ on FriendFeed – it can be made to alert the community and can benefit others.
Scoble experiment from a few months back: Show up in Times Square at noon, and win a drive, and the person who you learned about the contest from on Twitter also won a drive. (Disclosure – I got a drive because Jay Bryant used my Tweet. It has literally saved my computer. thank you seagate and scoble. /disclosure).
Question/Comment: Abundance of connections and connectivity is changing society.
Scoble: Speed of how quickly video, audio, pictures get put into the stream is also increasing.
Scoble: IN China, everyone’s on Twitter – including people running supply chain for tech companies.
Companies are membranes – countries are membranes – you can push on them, as long as you don’t break them – and change their boundries.
Q:Where’s the line between too much information, privacy and voyeurism?
Robert: you never see my bedroom, other parts of my life – some people don’t like their kids photos up, I don’t really care about it.
Most kid see all their friends on Facebook – sharing everything.
Some people – there’s more privacy need, more friction exists – especially for some people older than me (Scoble, though we’re roughly the same age.)