Yesterday I sat through The Message is the Messenger panel with Sarah Evans/Mashable, Jeremiah Owyang/Altimeter Group, Leslie Bradshaw/ JESS3, and Sarah Sevans/ Sevans Strategy.
The panel touched on personal branding when it comes to social media. Essentially there are three types of social media accounts – corporate, hybrid and personal. The panelists agreed it’s important to have a mix but for representing a corporate brand – hybrid accounts are most beneficial. Hybrid accounts – a mix of personal and corporate – give a personality to a brand. Take GSD&M, we have several people that tweet agency happenings with their personal accounts. I am one.
Panelists went on to say that it’s also important for brands to invest more in thought leadership when it comes to social media. Brands should spend more time listening, observing what’s being said rather than spitting out tweets. Observing what is being said about your brand will pay off in the end. You will have a better understanding of your followers and what they are trying to get out of your brand.
March 14, 2011
Posted by Todd Black
It’s the biggest First Amendment battle of our time. Net Neutrality, what does it mean and why should we care? It’s one of the most clouded and confusing topics of right now and Al Franken took it down a notch and delivered a speech we could all understand. Net neutrality is what we have right now, a free and open internet. He said if the conglomerates have their way the internet as we all know and love will cease to exist.
Franken argues that the current state of the internet is the “small d,” where one must rise up above the rest to stand out with a better voice, a better better slogan and a bigger deal all delivered at the same speed. These companies want to tier the internet, where only their email, their product is delivered at a faster rate, leaving the independant musician, artist or the common developer who helps create jobs, stuck in internet traffic, choked off from the mass market.
If they succeed, rest assured you will be paying more for your connection and those free online service we all no and love will be gone. Frankin says that the anticompetetive rules these companies are trying to push on use are in direct violation of antitrust laws and should not be allowed to pass.
So what can we do to help? “Use the internet to save the internet,” Franken says. Be more active in your community, don’t turn a blind eye on this subject, and email the powers that be who are out there to make sure the internet stays free and open.
A panel about death at SxSW was enough to pique my curiosity. Morbid, yes, but fascinating.
The lesson to be learned: think about everything you have online. Tweets, photos, email, video…there’s probably a lot and there’s only going to be more as time goes on. Do you care about saving any of it for future generations? Would you like your digital self to outlive you? Then you need to plan. Someone needs your passwords (there are companies for that now, should you not happen to trust anyone else). Someday, our digital wills may be just as valuable as our real-world ones.
Remember to check out the trade show and specifically the Next Stage. At 1pm see Jon Kamen from @radicamedia discuss “an interactive exploration of the history and future of Production in a transmedia world”. Yowza.
It’s streaming too via Watchittoo.
Come in and check it all out.
If you take a look back at what happened to the record industry the last decade, it would be hard to miss similarities with the publishing industry. Hard copy magazine sales (and subscriptions in particular) have dramatically declined and continue to do so. Some publishers see the iPad and digital magazines as the death of their product, but the really visionary leaders see them as their holy grail — think Wired. Think reinvention.
Digital magazines have embraced the transformation and are redefining the reading experience. This is based partly on the new and emerging technology and partly on the evolving profile of their reader. Digital magazine design is a perfect combination of print + web. It has all the beauty of traditional magazines and the immediacy and convenience of web content.
It’s clear that digital magazines are here to stay, the question is how long will hard copy magazines hang on.
March 14, 2011
Posted by JCourtney
Fascinating thought coming out of Neither Moguls nor Pirates: Grey Area Music Distribution (#musicdistribution for Twitter stream) – “post copyright”. Made me think about the role of a brand – or the artist being a brand – having potentially more value than their music…
Per Sam Howard-Spink, in “emerging” markets (India, Eastern Europe, Brazil) artist are selling directly into the “pirate” networks. As it happens, much of the innovation in music – i.e. stuff you wouldn’t typically hear from artists on big labels that is influencing those artists on big labels. So instead of fighting it, artists are seeing it as a legit way to reach their audience.
So how are they getting paid? Good question. In some cases music is a loss leader that allows them to increase their standing as a brand (if you will) in the culture that will allowed them to be paid for other things.
Can you think of an artist or two here in these United States whose persona, not their music, is their brand? Should it simply be a Pirate’s Life for artists – or should the new distribution model simply change to realize music as loss leader?
I would say that the purpose of this panel was to make people squirm, but it seemed the real purpose was to draw readers to Tim Ferriss’ New York Times Bestselling book “The Four Hour Body”. He made me want to read it. He threw out random facts. Eat 30 grams of protein within 30 minutes of waking up to maximize weight loss and muscle gain.
30 grams of protein =
1 large chicken breast.
3.5 glasses of milk.
1 whole cow (kidding – but 30 grams is a lot of protein) (more…)
March 14, 2011
Posted by Sara Y. Rosales
As stated in my first session of the day on How to Personalize Without Being Creepy.
Basically, as marketers, we need to enter into our relationship with consumers slowly and conservatively. Personalization is important – it makes content more relevant and appealing to the consumers – but you can’t just jump right in. First, we have to build trust and set expectations. One of those expectations is privacy.
Key points: make opt-in and opt-out easy, be transparent in how the data given is being used and anticipate creepy situations and build into design
Purpose of this session for me was to make the world a Better World. People don’t want to be stalked online and served content that makes them wonder why or how they were targeted for it. Marketers need to be transparent in what data they are collecting and how they are using it. It is our responsibility to our consumers to protect their privacy. In the end, this will make for a better world.
One of the more interesting research projects I’ve encountered at SXSWi hasn’t been in a panel or featured speaker series or even a hallway discussion, I experienced it in the line at Starbucks. While waiting in the always long line at Starbucks across from the Convention Center, I was asked to fill out a 17 question survey on an iPhone in exchange for a Starbucks gift card. So let’s see, I’m in a line with nothing to do except check my Twitter feed yet again and I’m waiting to order and pay for something that the researcher is offering me for free. No brainer! Sign me up. The survey was indeed short and very easy to navigate on the iPhone. The brand (which will remain namless since I figure they may still be fielding) got some instant feedback from exactly who they wanted to hear from. Even Starbucks got something out of this deal. The girl at the counter said the researchers had easily given away hundreds of dollars worth of gift cards. Congrats to whoever thought up the idea for how to field this survey. It was a great example of right time, right place research where everybody wins.