At first glance, very cute, nicely done graphics, right down to the psuedo 3D shadows. I only have one issue with all this. The dustbin seems to play a major role in all this, rather than the people who actually contribute to litter. In the second picture, we even see a jogger hurling a piece of trash flippantly onto the pristine beach.

While the message is to “Help keep our parks clean for all to enjoy”, why is the responsibility of doing so left to an inanimate object? All this only points more to a culture that expects, probably even assumes someone will clean up after them.

Branding wise, these guys have got it down…from the almost irreverent and fun decorations (think rainbows, clouds and synthetic grass) to the friendly staff that were hanging around the booth.

All this extends to Skype-blue Slushees, and the iPhone case….All great talking points as well.

Peter, one of the faces of the social media team, whom you can also find over on the Skype blogs.

_______________________________

Curious about the Skype story in online conversations in Singapore, this is what was came up in terms of the top discussed themes/buzz clusters in relation to the Skype brand name.

Unsurprisingly, Skype is strongly associated with functions like Video Conferencing and Calls.

• Video Conferencing/Video Calls

• Mobile Phones: Given that mobile usage is increasing, the fact that Skype is often mentioned in conjunction with mobile phones isn’t all that surprising.

Phone Models discussed

• iPhone 4 /Apple iPhone : Interestingly enough, there were separate conversation themes for the iPhone 4 versus generic chatter on the Apple iPhone itself, possibly double the share of voice for the iPhone compared to other phone models.
• Windows Phone 7 : There was a previous rumour floating around that Skype wouldn’t be developing for the Windows Phone 7 but that has since been cleared up over at ZDNet Asia.
• HTC Touch
• BlackBerry
• Motorola

Communication Centric:

• SMS
• MSN
• Social Networking
• Facebook – Skype was also one of the top Web 2.0 brands often mentioned together with the likes of other communication options like MSN and Yahoo!.

“We have cellphones if its important, and email, IM and Skype if its not.” - a post from The Singaporum Forum.

Skype for “not important” calls. Issue or non issue?

“Erm i normally use skype to call my friends during gameplays… Not really used for overseas purposes. ” - Hardwarezone Forum.

While Skype might be utilized heavily by the overseas crowd ( I know I would!), it’s interesting to note that gamers might also be an alternative target audience in their messaging. Not something that immediately comes to mind.

_______________________________

Also saw that the Skype business solutions offering was given a counter of its own at the booth. Skype still seems to be resonating with the average consumer online, but it will be interesting to see how their branding might translate to serious enterprise customers, and the impact or effect, if any.

Full Disclaimer: All buzz clusters phrases were taken from Brandtology’s (where I work!) Digital Conversation Workbench.

Other official pictures from the event here! : Skype Twitter Accounts

I was at the HP #futureis event earlier this year, and there were many interesting presentations given by the various folk who shared. And yet, right now, while the whole Facebook, Twitter, Foursquare phenomenon has taken various parts of the world by storm, sometimes it easy to forget that there are many out there who still mainly stick to good old fashioned email, and surfing websites. So what constitutes this whole “social media” concept, anyway? It probably means different things to different people, and just when you think that you’re starting to understand the landscape, it moves again. We’re probably not even scratching the surface of what could possibly be done with all the information we have, and even trying to make sense of the upcoming trends in the scene.

Real time is so Yesterday; Predictive Analytics is the Now <?>

Last year around this time, the chatter was all about the real time phenomenon and how microblogging sites like Twitter could contribute to this. A year later, Twitter still surfaces in conversations, but now we’re looking into something that I’ve recently become very interested in – using past and present data to predict the future. Apparently, Twitter can even predict box office revenues of Hollywood movies, better than some established standards. All this is inherently fascinating to me, and something I’d love to explore more. The end of the research pretty much sums up the importance of this.

So effectively, this could apply to product launches, electorial campaigns (as the paper highlights) and all sorts of other CRM related issues.

What is Privacy?

On top of that, the definition of privacy continues to evolve as well. I’ll have to say that the behaviours linked to Foursquare still border on stalkerish creepy at times, and other sources like Facebook house such an incredible amount of (mostly accurate and genuine) data about demographics, user interests and the like, it’s seriously hard not to see this as a gold mine for marketers/advertisers. Imagine the conclusions that could be drawn from all this information.

What goes viral? Some good folk at UPenn/Wharton have published some research studying the list of the most emailed articles on the NYtimes that suggests that positive, rather than negative news is more viral (all those in PR can heave a sigh of relief) and that “useful” information is more likely to be shared, given that these could enhance connections with others. That goes for awe (inspiring) stories too. The generalizability of the results is a little suspect, given that it was largely confined to the readers of the NYtimes.com, and those who actually use the email function, but interesting nonetheless.

Share Prices & the Bottomline Another angle that has surfaced recently has been the effort to try and measure some real world impact of social media. We have the entire situation with Nestle and the impact of the Facebook debacle on it’s share prices. Zilch, at least according to this article. My sensing is that this is largely to do with the nature of the conversation. I do not deny it’s importance, but CSR for the most part, has been a tricky component to compute in terms of tangible profits. Perhaps it might have been different, should the issue have centered around an actual product, or service deficit. ROI is a tricky thing to nail down, one simplistic formula would probably not be able to encompass all the variables to be taken into account.

These are just some random musings that have come up… More about some other trends and thoughts on those in the next post!

Games

Ever contemplate disabling or deactivating your Facebook account? You know what is top of mind of users when they worry aloud in the FAQ section of FB about losing their data from Farmville (or any other FB game, really!). This, instead of losing all their friends and contacts. This was a few months ago, when Farmville concerns were right at the top of the discussion topics.

It will be interesting when the games and virtual goods segment in FB grows. The question then is how this will translate in markets like South Korea, where there is an entire virtual economy flourishing. It is also a market where other global players such as Myspace, Youtube and even Google have either had to bow out or simply be content with a smaller pie of the market share. Will FB finally have enough clout to go against the likes of Cyworld?

Another question is what happens when (and if?) app revenues surpass that of Facebook?

Zynga (creator of Farmville, Mafia Wars and etc) which has 230 million monthly active users was reported to have revenues of $200 million in 2009. The WSJ says Facebook revenues could hit $710 million in 2010, so there’s still some distance between the two figures. Still, if a fair percentage of return visits are due to the addictive FB games, it remains to be seen if the gap will narrow.

Facebook: Your One stop Internet Destination

You’ve seen the stats. Early 2009, Zuckerberg quipped the most overused quotable line about how “If Facebook were a country, it would be the eighth most populated in the world, just ahead of Japan, Russia and Nigeria.”

Then, he was talking about 150 million people. It is now 2010. Techcrunch reports that Facebook now has something along the lines of about 350 million registered users, with over 175 million of them logging in daily.

That’s a whole lot of visits, a whole lot of eyeballs, a whole lot of power.

Enough power to simply change the FB layout AGAIN without word or warning. I hated it, but have since gotten used to it, since there wasn’t anything much I could really do about it (deja vu?). Everyone seems to have gotten used to the fact that we are all experimental guinea pigs, sigh and get on with our lives. And we  still keep going back to the site.

And now, FB has its sights on Google, who apparently has 800 million visitors.

“According to Web measurement firm Compete Inc., Facebook has passed search-engine giant Google to become the top source for traffic to major portals like Yahoo and MSN, and is among the leaders for other types of sites.” – Source: SF Gate

You can also read more about how FB could kill Google here. The gist is that FB and Google are complementary for now (since FB is leading all those eyeballs to Google), at least, until unique visits for FB surpass that of Google. Microsoft last cut a (non exclusive)deal with FB in the last quarter of 2009 to include real time search results from status updates, but it remains unclear where FB may run with the search pie.

What are these sites to you?

Interestingly, at least for now, Google seems to resonate more with users in terms of the serious stuff – maps, translators, finance info, useful software like chrome/earth.. versus more of a slant towards entertainment and games on Facebook.

Many people still use the Google search bar as a place to type in URLs like Facebook.com (for reasons I can never fathom.. why they can’t type it directly into the actual URL bar is beyond me).

These results below do feature a bit on the importance of mobile as well – with the mobile related and FB lite mentions.

I’m still curious as to how all this will play out and how people will respond to all/any of these changes online… What will keep people coming back for repeat visits?  Also,  with all the talk on privacy and merging of identities on various platforms,  something to explore in future posts!

So one of the projects I’ve been working on….the APAC Digital Brand Index!
Edelman, together with Brandtology (where I work) have just released a APAC Digital Brand Index spanning across the major markets in the region. To quote John, “8 markets, 800,000 posts, 233 tech brands…” and then some <!>

Please show the team some love if you can because while this may come under the umbrella project of the DBI, multi-market projects really could be mini projects on their own (as is often the case). A full story can be found on the Edelman & Brandtology main sites. (This is where you get the media goodies like fact sheets & media releases, so I suggest you check it out!) and more on John’s site here.

There’s been some nice coverage so far, from online sites in Malaysia, India, China (post in chinese), more India, Australia, to publications like Marketing-interactive.com. I’ve heard the team from China had some great respones from the media session too!
And of course, there are scribd documents, youtube videos all over ( you don’t have to look too hard.)

It is pretty interesting to watch how the news grows. The Google bots are clearly doing their job. Early Friday morning, a Google search returned some 3-4 relevant hits top of page, but that has changed significantly now for any of the major search terms one might use to hunt this down. Search also turns up hits from Facebook pages pretty well too.

Across other spaces, the word is alive on Twitter…. it’s nice to see the multi lingual comments coming in.

I think some of the main findings are already nicely summarized in the various fact sheets on the Edelman site, but of course there are a whole lot more that the data set could provide. Off the top of my head:

• Online behavioural patterns of APAC netizens… ( 8 countries so far, 2 more coming out). This is for the psychology buff inside me somewhere. I’d really like to see if there are patterns of posting. Weekends are generally less buzzy (people apparently don’t post when they’re not at work?), with conversations happening mostly during weekdays. I can see all those questions about productivity popping up already!
• Behavioural patterns in different channels - Twitter, unsurprisingly ranks pretty highly in terms of activity and mentions of Brands in the DBI. Part of me thinks that this is largely due to the ease and low effort needed to do an update (aka people are lazy. Easier to post on Twitter than write a full blog post).
  If you’re holding a smartphone, armed with the great Twitter applications and a mobile data plan, it’s easy to make a habit out of Twitter. Instead of calling up our best friend to rant about the lousy brand experience you’d just had, the whole world is now your audience. Clearly, we are seeing signs of that happening, given the number of rants that seem to originate from Twitter.

• Virality of a Brand – is a certain brand name confined within a select few channels? and why? What’s the difference between a brand that enjoys a lot of buzz within a limited number of channels, as compared to one that is widely disscussed across multiple platforms, but in less depth.
  As a brand, which would you rather be and why? Is this what people call “reach”?
  Does mere reach ( my brand is discussed by 100000 people but each of them only talks about me once ) mean more than longevity in conversation ( my brand is discussed continually by 100 people, across a period of months )?

• Between a brand and an iconic product – The Singapore data shows Singtel topping the list of mentions. This is probably correlated somewhat with the fact that they still (at this moment in time anyway) have a monopoly on the iphone market. It’s interesting that probably Apple is not mentioned as a brand itself much, but it’s hugely successful line of products – the iPhone, iMac, Macbook, MBPs, MacOS etc would probably generate a huge amount of conversations. Maybe Apple is an aspirational brand, but i personally hate the iPhone because I can’t type on it (yes, seriously). How does brand loyalty feature then, and does it even matter anymore? Would you place product function over the brand, or do you like to convince yourself that this is so?
• Influencers – What is the difference between an online influencer who owns a blog, and say, someone who’s really active on Twitter? In a forum? In which forum? And how would you qualify this? Microblogging and forums clearly win hands down in terms of activity, as compared to blogs (Again, back to the fact that blogging is hard work!).

Endless questions of why, how, etc and I could really go on and on…

But really, if you’re a slice and dice data wizard, it would be cool to find out what else I could have missed! Any major angles?

If you’re a practioner in Communications/PR/Marketing, it would be great to hear what matters in your daily projects, what are the kinds of metrics and measurements that are important to you and why? How would any of these feature in your social media/digital strategies?
PM me or drop a comment here! I’m decidedly curious.

Tags: digitalbrandindex, brandtology, edelman, APAC, DBI, measurement, analytics, research, asiapacific,

The Apple folk just have a way of making normal features seem heaven sent. While people are pumping R&D into increasing megapixels, shiny new hardware designs (wow! 10 colours to choose from), Apple have managed to make a 2+ mega pixel camera phone (that still seems a tad bit laggy if you ask me) into the TOP camera phone on Flickr. Also, they made picking colours seem so yesterday (like the first generation candy coloured imacs).  I can only imagine the gap between the ubiquitous iPhone and it’s other competitors from Nokia and Blackberry will widen, given that Flickr is coming to the App store.

Clear market leader!

Top camera phone is not interesting on it’s own, given that in most cities, within a 3 m radius on the train, one can probably spot at least one Iphone user. Given that most of them will probably be on data plans, this naturally leads to a lot more submissions from the hardware in question.

What is more interesting is that …on Flickr, the iPhone has been comparing pretty decently against the Canon EOS Digital Rebel XTi. Now that, is a flipping DSLR from Canon, ten megapixel and all sorts of other great features thrown in….but the graph below shows the slowly dipping popularity of the Canon Xti. Compared against the rising love from netizens holding an iPhone, Apple isn’t doing too shabbily at all.  The iphone is also the only cameraphone in the Most Popular Cameras mix.

*I wish the horizontal axis from the Flickr graph had some dates thrown in, so we could correlate that sharp spike with the release of the Iphone 3Gs, hypothetically or otherwise.

All this has some connotations for the camera market. Given that Flickr is (in my impression at least),  a great community of artists and photographers who range from amateur, semi professional to professional, I do wonder how product lines will evolve in future. What will happen to the cameras that are in between (neither the powerful DSLRs for the serious photographers, nor quite as handy and functional as a camera phone)?

On another note, I have my thoughts about the interesting correlation between handset monopolies (aka sole iphone telco providers around the world) and bad customer service. But I will save them for another day.

An interesting angle was brought up in a recent conversation, that piqued my interest in the relationship between the general level of brand loyalty and the media channels that exist today. The hypothesis is that with the decline of traditional media (or the ability to target the masses with a few major channels with the same type of content), brand loyalty will continue to drop.

This made me very curious. It is true that a whole myriad of channels exist today, creating all sorts of issues for marketers and advertisers who now face the daunting task of having to allocate limited resources in trying to reach their target consumers. The effect of a campaign then effectively gets diffused, and consumers don’t develop any particular preferences for brands like they did before.

Then again, it is possible that brand loyalty has been subtly replaced by function. I don’t really care what brand a product is, as long as it serves its function. There are some people who belong to this camp anyhow.

And then there is the recent catch phrase, “Stop Campaigning, start committing”…. on modern brand building.

Such are the random thoughts that are floating around…well that, and the fact that I’ve suddenly realized the number of subscribers to this blog has jumped over a 100 to 114 right now according to the feed stats. It’s kind of an honour I suppose, that a certain number of people are actually interested in what you have to say.

Also, Google still rules the (feed) world because most of you are coming in from some Google platform, one way or another. I suppose this will continue, until RSS cloud somehow muscles in on their territory. The telling paragraph from this link reads :

Now RSSCloud has a posse. Half a million blogs are created each month on WordPress and if Google Reader keeps taking its sweet time checking those blogs for updates instead of turning on support for RSSCloud, it’s going to look slow as molasses.

Trying to figure out exactly what this new offering does ( and wondering how google will counter this), but I’m still not -quite- getting the full picture….

Tags: brandbuilding, brandloyalty, marketing, product, sales,

The plane ride to China was within a bearable threshold, unlike the grueling 24 hour journeys to the USA.  I am entertained by the H1N1 cartoon they’ve created, the animated characters looking like a Chinese New Year food product advertisement rather than a warning about the disease that has affected people worldwide.

I survive the taxi journey from the airport during which the driver weaves in and out of trucks the size of Optimus Prime. Privately, I suspect he fancies himself as auditioning for 2 Fast 2 Furious, because he drives like (well, a taxi driver…) he is behind the wheel of a Forumula 1 Vehicle.

The next morning, I am having breakfast in the hotel, and something is having my foot for breakfast. I later spot the culprit – a lone Hangzhou mosquito hovering around and having eaten it’s fill, finds its business elsewhere. My foot bears the only trace of its presence. The breakfast area plays Christmas saxophone songs and I think of snow. End of the week, I realize that that same CD basically plays everyday, at any of the eating haunts, and repeatedly from morning to night.

Despite the revolving doors at the entrance which usually hint to me of freezing cold weather, it has been pretty much “like Singapore” and not “hotter than Singapore” as I had been forewarned. Maybe I have some sort of luck with the weather right now, because it has apparently been raining in Singapore since I left. Perhaps then, my perception of this place is somewhat different from the rest, because talking to the locals gets me the information that this is an uncharacteristically cool bout of Summer weather we are experiencing.

The office here is seriously swanky, with a pantry area that looks like a cafe, LCD screens mounted on the ceiling and kick ass conferencing equipment. I love the happy colours, and the chinese logo is a nice touch on the introductory wall that greets everyone who steps in.

Till then, Facebook, Twitter, Plurk, Youtube, Blogger are amongst the sites that I’ve been unable to access in certain places….

Facebook reassures me that they “take my privacy seriously” with their investigation that I really am who I am, since I’ve not  logged in from this location before. I wonder if this happens only in China, because I didn’t get the same screen in the USA.

More on the great firewall of China (and Iran for that matter) here and some other interesting insights on the other parts of China.

Because, I can imagine from the sheer size of this country, there are many Chinas within the whole, and what I’m seeing is barely scratching the surface of what it is like in all the other cities and provinces.

The previous mentioned Financial Times article mentions how research with the London School of Economics had uncovered two banks now using blogs to communicate in a much “softer” way than traditional marketing.

In fact, there are not just two, but a whole lot more.

Just to name a few from the Fortune 500 list, we have on Twitter

• UBank (linked to the National Australian Bank,
• Westpac Banking Group (not quite a big fan of the “Westpac help” username though)
• ANZ Banking‘s CEO used to be on Twitter, but apparently he isn’t anymore (Why?)
  

And on blogs, we have Wells Fargo’s Join the Conversation. AOL Finance has a pretty nifty blog aggregator that pulls in blog posts around the web on the various institutions, like Bank of America, for example.

Over at this article,”Know Your Customers Means Knowing Your Social Media” some overseas examples of how consumer banking can approach the issue of delving in to the brave new world of social media are mentioned. As quoted,

Silence as a Strategy

The questions: when do you respond, how do you respond, and should you even respond at all?

It’s true. Not every single thread, blog post, tweet or discussion online needs responding to. It would also be a near impossible task to respond to everyone. But that is no excuse for not trying. Silence is Not a Strategy, Even If You’re a Pirate.

By remaining silent while netizens raise their voices online, a few of the following situations could occur.

• You appear unresponsive, worse, unware that anything is amiss.
• You give competitors a chance to jump in and pacifiy upset customers, and lose the opportunity to engage.
• You allow the situation to possibly spiral out of control.
  

Demanding Transparency and Truth, now.

We live in an age where the public demands transparency. The web allows for by-the-minute updates of day to day happenings, from the mundane (what you ate this morning) to the serious (breaking news of attacks in a certain city). If I can receive updates that a friend just had an amazing bacon and eggs breakfast, why can’t I receive a genuine response to a query or complaint online, on platforms like Twitter? Again, if your competitors are already doing so, won’t your customers be expecting that you follow suit? Jumping on the bandwagon isn’t the best way to do it, but shows some proactivness, at the very least.

With regards to banking, two areas immediately jump out- that of risk management/brand reputation and customer service. These are of course, generalizable to any other service orientated organization out there. With openess, comes trust. No industry needs to focus more on rebuilding trust right now. We need to trust our banks, as this article postulates.

Inertia, eradicated

And yet, the uptake of social media hasn’t quite taken this industry by storm, despite the powerful competitive advantages that could be derived from using the tools wisely. Inertia is a curious phenomenon that I can’t quite understand, in an industry that basically is commercially driven, and fueled by competition.

“Currently many traditional bankers tend to reject the concept of
social banking as a fad while others refuse to recognize or accept any
degree of threat posed by such new phenomena,” said Alistair Newton,
research vice president at Gartner. “Although bankers may see current
low usage by consumers as a permanent source of safety, this disregard
for changing consumer behavior with social networking generally may
mean that they miss the possibility of fast, viral uptake of social
banking.” – Gartner Says Banks Need to Be Ready to Take Advantage of the New Age of Social Banking

I’ll end off by sharing some links, one which touches on a bit of Social Banking goodness and another nice link about managing your online reputation- enjoy!

NYT – Managing an Online Reputation

As always, thanks for reading & would love to hear your comments or feedback if any!

The Financial Times has published an excellent article about business and social technology (or social media). It postulates that organizations need more listening, watching, engaging with interested parties or being responsive to communities.

Banks surely recognize that they need to be where their consumers are. That was probably the premise of the introduction of Internet banking.

It used to be that organizations might be able to “own” the conversational platforms where netizens might find their comments (or complaints) censored on sites hosted by the organizations themselves. The point is, people are talking about you/your brand/organization/product/service whether you like it or not.


FB’s Lexicon gives some interesting data over the content of Facebook Walls over time. Looking at the period of January 2009 to current, it seems the total amount of mentions of DBS and HSBC are going in opposite directions.

Mentions of DBS are going up…

Recent events include:

• DBS, Singapore banks’ rating outlooks cut by Moody’s
• DBS “disappointed” with Josie Lau’s disregard for staff Code of Conduct
• DBS expresses disapproval of their Vice President of Credit Cards, Josie Lau, taking up the presidency of women’s group AWARE
• DBS Group Holdings independent director and his 152 directorships
• DBS High Notes 5 case
• Investors sue DBS over Lehman linked Notes
  

Whereas, mentions of HSBC peaked around March 2009 and has dipped since, over the same period.

Events that happened in March 2009 that might have contributed to the increase in conversations.

• HSBC requested that trading of its shares be suspended in Hong Kong ahead of an “announcement of a corporate action.”
• HSBC announced the closure of its HSBC Finance arm in America, leading to nearly 6,000 job losses
• HSBC shares tumbled
• HSBC China has been named China’s Best Foreign Retail Bank in the annual Asian Banker Excellence in Retail Financial Services Awards Programme.

Google Trends gives a much more nuanced analysis because it allows us to narrow down to geographical data.
Some comparisons from Google Trends, of search traffic from Singapore ( I am biased of course, August is the month of National Day ) on the various trends.

Between the Lexicon and Google Trends data, it shows people are not only talking about banks, they are actively searching for information on them. And this number has increased from year 2004, regardless of which bank we are looking at (DBS, HSBC, Citibank, in this case). I did try looking for a couple of other local banks, but there wasn’t quite enough data for Lexicon to pull any charts out. No conversations in itself, is possibly an indicator of other things.

Trust (me)
One would be hard pressed to find someone without an inherent skepticism about the banking industry after the global financial meltdown. Keeping silent is simply not acceptable to most consumers anymore, especially in this age where the internet affords so much transparency.

Your consumers are moving their conversations about you online. They are looking for information about you online. If you are not managing what the active netizens are saying, will the first thing that people find while keying in a search term be a negative post, or a positive one? If, a bank, you are not listening, how are you going to respond to something you’re not even aware of?

What is your take on this?
….More thoughts in the next post!

Strategy, Strategy

One of the things that stuck to me was how Scott detailed that they didn’t roll out onto 50 sites at once. That is also why I like parts of this post about 3 common social media mistakes and the “shiny new object” syndrome.

It’s true. Just because the tools/sites are out there, doesn’t mean you have to use all of them at once or all of them, ever. He was also about figuring out what metrics made sense for each of the
channels, and using those to measure ROI, instead of sticking to the
traditional definitions of success.

“… make certain that the social media strategy is right for your
particular company, not because everyone else is doing it. One size
doesn’t fit all.“

He mentioned how the team figured out that when rolling out a Youtube video, the critical point was really in the first 24 hours. Once a video made Top video of the Day, it was more likely to ride on a wave of viewership.

“You don’t stop doing radio because you can’t tell which radio ad got you the sale.”
It was also interesting that Scott didn’t quite seem to focus on the distinction between the traditional and new media. Again, at the end of the day, the focus was on delivering a consistent, strong message across the various networks- SMS, email, websites and the lot. It wasn’t quite the struggle between “Should we channel our funds to traditional print ads or a digital campaign?“. “Good old fashioned online stores work too”, quipped Scott, on their Tshirts sold on Myspace.

Other takeaway snippets:

• The message + messenger are key

This paragraph highlights this nicely.

” and for the multi-channel, hyper-connected, user-generated,
co-created, always-on world we now live in — a world where the good
gets what it deserves and so does the bad? What if we stopped getting
all hot and heavy over the latest new media success stories du jour,
and starting realizing that the real triumph of, say, the Obama
campaign was the product and the story, not the channel used for
storytelling?”

• Customer service is now two-way communication
  
• Every organization must set online goals
• Be willing to experiment
• Engage your audience.

I hadn’t realized that Scott had come out of the music industry, having experienced and watched young artists trying to find a new tool (Myspace) to sell their records. He shared how he had been watching the trends through young artists, and trying to figure out how to tap into this.

Well, he must have done something right!

Credit goes to Bernard for the group pic, and shoutout to Anubha from Upstream Asia for the invite to this session!

More Link Love: Some other posts on the Goodstein Bloggers’ Session….

Bernard, Shalabh ,  Mohan, Saurabh , Daniel

Tadah!

For a brief moment, the world was divided into the happy ( I got my Facebook Vanity URL!) and the not-so-happy ( Someone got there before me!). At least, it was for those who were concerned over this issue.

For some sense of reality, there were people out there who had to wait for their lunch because I -had- to be online at noon. I say -had to- because most in the know had already been forewarned that if I did not get my name, grumpiness would ensue.

For the uninitiated, the reason why some people were parked in front of their computers geeking out and getting an adrenaline rush for “no apparent reason”, FB was finally giving people the chance to get www.facebook.com/yournamehere, instead of the very clinical www.facebook.com/id=1230974952365, which is only great for those who qualify for the Guiness World Records for ability to remember strings of numbers, not so great for the other mere mortals like us.

What’s in a name?

Quite a bit, it seems. Judging from the groups of people around the world stalking their Facebook profile for the name grab. It was a moment that defined the importance of this particular social networking site that emerged in 2004 and has since taken different parts of the world by storm, especially in the more advanced markets.

For those who are into numbers, here are the official FB usage statistics. e.g impressive numbers like

What’s the BEST name?

A higher level of geekdom came from the bloggers and Tweeters who were discussing SEO issues and the likes:

• your-name-here or yournamehere?  ( p.s only “.” are allowed, so this needn’t be debated at this time)
• your.name.here or yournamehere?  (FB doesn’t seem to recognise the “.”, so both options are actually the same!)
• your.name.here or your.online.nickname.here ( A valid question, since this is the name you’re going to be stuck with, at least while FB reigns). Maybe THE.KING0101 semed like a cool idea when you were 21, not so when you’re nearing 45.

You know you’re a social media junkie if you were on the various platforms discussing with  your friends which was the best name you ought to take. For some reason, Chris Brogan has refused to do a facebook.com/chrisbrogan.  Someone (the other Chris Brogan) out there must be relieved. I bet he is also going to get a whole lot of uninvited hits because of his more famous counterpart.

You have our private geographic time zone details, use it.

I was glad that Facebook eventually gave instructions in our time zone. It’s ironic if they couldn’t, given that being able to figure out where a user is surfing in from and pointing them to appropriate front pages, is not even rocket science right now. Also, telling me that something is going to happen at 13th June, 12 am (EST), leads to a lot of uncertainty and googling for global clocks to do the necessary calculations.

Props to them also for making everything easily accessible and not buried within the account settings because there was no word on how we would eventually be able to choose our name.

All in all, I was impressed that Facebook (unlike Twitter might have) did not go down as feared. It was quick, painless, and clear (unlike their privacy filter settings or any other control feature for that matter), and as you can see, the outcome extremely satisfactory.

An interesting episode altogether!

It was a pretty lively session, from the responses on Twitter and conversations. Here’s the gang panel in discussion with Graham.

Amidst the blinding lights, waiting for the delegates to come back from coffee….

So a couple of highlights from the discussion:

Q: What do you like about digital marketing? What do you not like?

I remember saying that the one thing that I really felt didn’t quite “work” was corporate accounts following me on Twitter. I’d probably follow back if I like the brand, but if not…it just feels like going back to the old days of intrusive advertising. If I like the brand, I’d hunt them out.  This point apparently resonated with Jeremy Snyder, in his great summary of what transpired on Day 1.

The concept of Friends

… To me, it’s really not about the numbers game. The people who are in the numbers game are SEO/digital marketers on Twitter who follow 10000 random people who vaguely mention a keyword once, and have about 100 followers back (maybe other spammers“digital marketers”  who can help you “get rich quick”).

Someone asked if Gen Y measures success by how many friends you have. I sure don’t. The only people who do are the said people above…and probably the likes of Ashton Kutcher when he was in the CNN Twitter challenge.

Digital Identity

The question was whether or not digital identities were an accurate portrayal of ourselves, since marketers were probably using social profiles to try and get a sense of who you are as a person.

My answer : I (and partial mountains of psychology research that I had to trawl through for a past paper) believe that digital identities are not accurate on their own, but they could either be an extension of who we are or an aspect that may not be seen in our offline selves. True, social profiles are completely malleable online, so that people can choose to “create” their own digital identities, but the same can be said of how we pick how we speak, what we wear, how we behave, and where we choose to hang out. Impression management works the same way in real life and the digital channel.

I wish I had a photo taken with Devin and his hot pink glasses. Cool stuff.

Advertising

I think that advertising will move towards being invisible in the future, it will become content. Ideally content that people are searching for. If I’m looking online for the best hotel to stay while in a particular country, it says a lot if your brand is mentioned in the top post that search engines return. And no, I’m not talking about the text based ads (which I never really pay attention to anyway because they are not what I’m looking for).

Media consumption from different perspectives

Great to have fellow panelist, Devin, from Uni of Texas on the panel, with his statement that no one really reads the newspapers in the States anymore (“You’re throwing your money down the drain advertising there”, to quote him) . He also mentioned how magazines were probably 85% of advertising ( I reiterate the importance of my point about advertising as content in future). TV – no one’s watching. Malik watches TV ..but online. Did that count? he pondered aloud, to the chuckles amongst the audience.

The very tired argument about traditional v.s new/social media

Daryl & I have recorded some live Ad:tech thoughts on our newest installment of the GennY Podcast. You can download the file here, where we address:

• the traditional v.s new media issue as mentioned (must there really be a distinction? I’d vote for a wholistic campaign. Just because everyone is increasingly on digital doesn’t mean you stop talking in all other channels altogether.
• Influencers – do they need to be friends/family? (not really)
• Reaching out to youth…
• and finally questioning if youth are really that different?
  

Thoughts
All in all, it was a fun session. Always too short – its hard to really gleam insights when you’re pressed for time, so I do wish there had been more responses to Graham’s call for questions, both on radio and on the official Ad:tech blog. We’ve got forever now online to really respond. Would love to hear in the comments if you have any opinions!

True, we’re mostly alpha users of the tools online and exploring the social media space, but a panel session is not much different from a focus group. Qualitative research has never been about the numbers, but more on insights and trying to find out the reasons why, how people do what they do. We all fall somewhere along the technology adoption curve anyhow, so once you have a clearer picture of that path, you can pretty much predict some possible trends for the population at large.

More Link Love:

Graham’s Pre Ad:tech interview : 28th May : on 93.8 Live on ‘How to Market to Youths’

Some good insights here! Loving the research insight on how the folks at Apple visited a sweet factory before successfully deciding to name their products in yummilicious flavours.

Part 1: Play here:
Download Part 1

Part 2:

Play here:
Download Part 2

Ritsa’s post has a pretty detailed commentary about the main gist of what transpired, so do check it out. She seems to have a great sense of humour and I am digging the BYT (bright young things) description. But I’ll have to say that Graham is anything but a dinosaur!

Speaker page

My other Ad:tech posts:

Pre Ad:tech thoughts: Web 2.0 & Gen Y: The Other Side of the Story
Ad:Tech Singapore Thoughts: #1 Live event Tweeting…

Next up…a post on Scott Goodstein. You can stay tuned through this blog’s RSS here!

This was the first time I’ve tried to live tweet an entire 2 day conference, and I’ve found it was no easy feat…

Brain Intensive

A couple of the guys were remarking that it was pretty trying to Tweet, listen, synthesize and breathe all at once. Tiring yes, but I shall credit the factors that supposedly make females more adept at multitasking, and maybe the live blogging practice from Social Media Breakfast sessions.  Still, end of Day 1, we were Zapped with a capital Z, reflected in the more modest number of Tweets on Day 2, if you were following the live Twitter feed.

Self PWNed.

I love Tweetdeck. really I do. I’d never tried out the Twitter/FB syncing on Tweetdeck so something in me asked why not? I’ll show you why (not). See this, and multiply it a few times in length.

Basically, I spammed my FB profile with my Tweets. Horrendous. I’m sure I spammed the FB News feed of all my friends as well, giving them sure reasons to filter me out .. haha ( just kidding).

Anyway, by lunchtime of the first day, I decided this was not working (not as fun as I thought it would be, visually or mentally), so I stopped the simultaneous posting to both Twitter and FB, so my profile could breathe. Left a status msg linked to my twitter feed instead.  The really un-fun part was having to go in and delete the posts on my wall..one by one. Didn’t quite erase them all… No more experimenting on this!

Lets try not to parrot

I also didn’t want to repeat every single thing that was being Tweeted, so the plan I had really was to watch the live feed and pretty much figure out on the spot the angles that each of the other people Tweeting were taking, and avoid posting similar thoughts. Not entirely avoidable, of course, since most good points are usually the ones that get picked up and Tweeted, but worth the effort and still manageable due to the number of Tweeters. Which brings me to my next point…

It’s a digital conference

…but where is the tech? went a Tweet that I saw. Should we hope to see more people actually getting their feet wet and using the tools that would help them understand the different aspects of how it could help them in their jobs better? Only a handful of people were live Tweeting, with the rest of the comments coming from interested parties not present at the conference.

Live event broadcasting

I can see why there is the debate over whether or not a portion of the presentation screen should be devoted to the live Tweets while presentations are going on. Possible issues I can think of are:

• It’s distracting : some people can’t listen and focus on the Tweets at the same time
• hijacking: some people mistaking the Tweet screen as a stage to send SMS-type msgs like on TV/ or saying something inappropriate.

The Tools are more powerful than you know…if used right

Some thoughts on the conference as a whole – It really would have helped if the folks organizing the conference could have confirmed the #hashtag, rather than the Tweeters finalizing it themselves. I saw Claudia taking the inititaive to try and standardiz the tag, but there was still some confusion and all conversation got divided mostly between @adtechasia (the official one) and @adtechsg, with a huge majority not even using them… so just adtech ought to return those results in Twitter search. The problem with the last option is that it returns all global adtech sessions – Twitter is now “mainstream”…hopefully digital marketers will make more effort to really utilize the power of the tools offered to them.

I found another Tweet about how Ad:tech singapore might end up as the conference with the most number of abandoned conference Twitter accounts ever amusing.

Having said that, it was very encouraging to see progress, however small, in terms of the ad:tech blog, using Twitter to get live audience questions during sessions ( although there was the query about why Wifii appeared to be cut off during sessions without a Twitter Q&A feature. Feedback off the Adtech Twitter stream should show lots of griping comments about a technology centric conference with no internet from both visiting and local delegates… ). Baby steps, but it can only get better!

Are you on Twitter? Drop a note to say hi if you were at Ad:tech too! If not, it would be cool to connect on Twitter anyway, or you can leave a comment here.

More up next on the Keynote Youth Panel session… and meeting Scott Goodstein (man behind Obama’s digital campaign)! I shall try not to fangirl too much.

My other posts on Ad:tech this year:

Pre Ad:tech thoughts: Web 2.0 & Gen Y: The Other Side of the Story
Ad:Tech Singapore Thoughts: #2 Engage the Youth Keynote session

You can stay tuned through this blog’s RSS here!