kenekaplan Marketing, Media, PR, Social Media, Socialmedia

Collecting, Managing & Measuring Content with Dow Jones EVP Clare Hart

Someone smartly reminded me today that I recently said “I run” when people ask about measuring success of Podcasts and social media efforts. No apologies. I run…at the mouth. I share Web 1.0 “download numbers” when I can, but I’m more drawn to Web 2.0 wonders of impact and involvement. Impact of telling a great story and later building on it. Involvement of Intel sharing insight and involvement of interested audiences.

This smart person — and others — rightfully point out that we will need to better manage, collect and measure our Podcasting and Social Media efforts. After all, Intel is a company owned by shareholders. If we’re investing resources, we ought to try and show real benefits. Better management, collection and measurement of our efforts in a replicable way will help all of Intel grow and improve relationships with our audiences.

Here’s a Robert Scoble interview with Dow Jones’ Executive Vice President Clare Hart from February 28, 2007. Possibilities for improving.

[podtech content=http://media1.podtech.net/media/2007/02/PID_010375/Podtech_Clare_Hart_interview.flv&postURL=http://www.podtech.net/home/technology/2252/talking-search-with-dow-jones-vice-president&totalTime=2163000&breadcrumb=2e3be1ce-bf62-4faa-a3d9-8112850821e9]

kenekaplan Marketing, PR, Social Media, Socialmedia

Social Technographics

I first saw this on Steve Rubel’s Micro Persuasion.Understanding audience is always interesting, and the audience changes over time. Today’s Tech Novice becomes next year’s Tech Interested becomes Tech Enthusiast two years later.

This is interesting because the report tries focusing on the social media participation. One thing’s for sure, interest has never been higher. More people are keen with their toes on the line, ready to test the waters. There is a new next wave of novices joining in the next few months. That will push all the other participants up the latter. See you on the way up!

clipped from www.micropersuasion.com
Charlene Li from Forrester gave me just the starting point? I needed. She is out today with a new fascinating report on social technographics.
Forrester segmented the online audience into several different stratas – what they call a ladder of participation. They found that “Inactives” are by far the dominant group (52%). They’re followed by spectators, joiners, critics, collectors and last but not least creators. This last cluster, according to the analyst firm, dabbles in lots of different activities but few do all of them.

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kenekaplan Marketing, PodTech

Latest in Online Video Ads from Brightroll

Robert Scoble talks with Tod Sacerdoti, CEO of Brightrool. Interesting to see how ads, messages and “more info” can be placed inside videos for the Internet. Ads at the end are not bothersome, but pre-rolls can be frustrating when you want to quickly get to the story you’re interested. I’d like to see how “more info” can be embedded into video while it’s playing. If I’m interested, I can pause the video, click a link and a new browser pops up. When I’m done “learning more” I can close the extra browser and get back to the video by clicking play. Sounds very cool! Sound like an open frontier and opportunities for video producers, advertizers and storytellers who want to offer deeper info or more video that may have ended up on “the cutting room floor.”

[podtech content=http://media1.podtech.net/media/2007/04/PID_010955/Podtech_Brightroll_demo.flv&postURL=http://www.podtech.net/home/scobleshow/2748/see-the-latest-in-video-advertising&totalTime=277000&breadcrumb=CRparent.1176942404.21]

kenekaplan Marketing, PodTech, Social Media, Socialmedia

Being There — Jeremiah Owyang Live UStreaming from Web 2.0 Expo

Man on the move Jeremiah Owyang is doing his verison of Justin.TV, but with a very appropriate business twist.  He will be presenting at the popular Web 2.0 Expo in San Francisco this week (April 16-18).  If you’re there, check him out.  Unable to go?  Next best thing to being there is tapping in to the live Web video stream of Jeremiah in action at Web 2.0.  Here’s an embedded player from Ustream.TV:

<embed width=”320″ height=”261″ src=”http://www.ustream.tv/4JXN,rNc3HhuaRpS6qZztQ.usc” type=”application/x-shockwave-flash” wmode=”transparent” \>

kenekaplan Marketing, Social Media, Socialmedia

Correcting Mistakes Can Build Trust

 Catching up on SiliconValleyWatcher and NewRulesCommunications.

The numbers aren’t what get me, but the fact that Wal-Mart has an audience in the blogosphere just as Edelman suspected.  That’s impressive.  Even if Edelman’s initial tactics may not have been pure — not transparent — they had a good idea, put it to the world, were criticized, eventually corrected themselves publically and humbly and moved ahead.  From Tom Foremski form March 12.

Beet.TV recently interviewed Richard Edelman, and he said that the Wal-Mart blog gets 600,000 monthly views. This is a very good given the earlier storm in the blogosphere.

And it is interesting that the people in Wal-Mart’s demographics are becoming blog readers–a trend that will undoubtedly change the overall demographics of the blogosphere. The blogerati influence on what is right and wrong will likely continue to diminish, imho.

AdLinks for NewRulesCommunications.

kenekaplan Marketing, Social Media, Socialmedia

Social Media Bio Beyond LinkedIn

Rohit Bhargava turns the online resume into a living social document.  His example may not be fore everyone today, but it’s worth giving it a try.  And keeping it fresh seems easy necessary.  Brings the real you into real-time.

Here’s Rohit’s social media bio. 

kenekaplan Marketing, PR, Social Media, Socialmedia

ROI of Engagement

A link to Paul Dunay‘s blog came my way from friends who hear this a lot — what’s the ROI for podcasting and blogging?  Every day it’s getting easier to answer.  Today we say there’s a price for not doing it.  Tomorrow, we’ll be able to better show the value of engaging people…of alloing people to engage on their own terms and time.

Hightlights from Paul’s post on Calculating ROI on Web 2.0 tools:

But there are ways to calculate return on your Web 2.0 investment. For example, for your blog, first get some highly targeted CPM numbers, such as you would when buying ad placements in any homogeneous community. Second, think about what it would cost to hire a dedicated company to just do WOM advertising for you. Next, think about the relative change in Net Promoter Score (NPS), and how that might be valued. Add these up, and it’s a compelling figure.

Another way to think about it is to start thinking less about ROI and more about Engagement. My theory here is I only care about 2 measurements: conversion events (like a registration, download of podcast, post to a blog or wiki) and the path a customer or prospect takes to get there. That’s all I care about right now. Why you ask? When a customer participates they become more engage and invested in your brand.

kenekaplan Marketing, PodTech, PR, Social Media, Socialmedia

Top 150 Influencial Marketing Bloggers

Nice to see our friends Jeremiah Owyang and Rohit Bhargava next to each other in the top 40!  Lots of great people on this list are helping many people like me learn a lot.  Thanks!

Here’s the list of 150 most influencial marketing bloggers by Todd And and here’s Todd describing the list, which is now updated live in real time!

kenekaplan Marketing, Social Media, Socialmedia

Rohit’s Blog Karma Tips

Our Global Communications Group at Intel is fortunate to be working with Rohit Bhargava.  We have much to learn and so many new steps to try, and Rohit is a great social media dance partner.  In his March 26, 2007 blog post, he shares 10 Ways to Improve Your Blog Karma.  Here they are in short form:

  1. Be real.  Tell the truth, be transparent about who you are and what you believe, and sharing an honest voice.   
  2. Respond to emails. This applies to personally written messages, and not to email blasts of press releases.  
  3. Offer exclusives.  If you are going to write about something interesting, offer a preview to other bloggers.  Share ideas as they happen and offer the chance for others to say it first.  
  4. Make connections. Be the person making connections between individuals that may not have met otherwise, and you will be remembered by both for your efforts.
  5. Join networks.  Social networks of people who are interested in the same things you are, and actively participate. 
  6. Avoid snark. Snarkiness is the enemy of good karma… it adds to the sea of needless commentary online.  
  7. Forgive mistakes. Most bloggers are not journalists and don’t have the time or necessity for checking every fact or argument before making it.  Correct errors without holding a grudge…then get over it.
  8. Post to contact. Posting (on your blog) about something they have written and linking to their blog offers an indirect route to contact, as most bloggers pay attention to who is linking to them. Communicating in this way avoids the email filter and starts the dialogue.
  9. Comment and participate.  You need to be a participant online rather than just an observer.  Without participation, it is difficult to belong to a community online or build relationships with others.
  10. Show gratitude. Showing gratitude for someone participating on your blog, linking to you, or offering some other effort on your behalf is vital.  Appreciation makes someone more likely to believe that you think their efforts are significant and as a result, connect more strongly with you and your blog.

Good behavior tips for everyday life.  This is how to focus on movin’ ahead quicker and more constructively.

Go here and see Rohit’s lists of Social Media tip.

kenekaplan Marketing, Social Media, Uncategorized

Talking search with Dow Jones Vice President

Robert Scoble sits down with Clare Hart, who has two roles, EVP, and president, Dow Jones Enterprise Media Group. One powerful and connected woman (she used to be CEO of Factiva). Here we sit down for an interesting chat about the state of the search industry, particularly as it pertains to enterprises (Factiva is a search service that big companies including Microsoft use internally to stay on top of markets).

[podtech content=http://media1.podtech.net/media/2007/02/PID_010375/Podtech_Clare_Hart_interview.flv&postURL=http://www.podtech.net/home/technology/2252/talking-search-with-dow-jones-vice-president&totalTime=2163000&breadcrumb=3F34K2L1]