kenekaplan Marketing, PodTech, Social Media, Socialmedia

It’s About Communicating, Not Entertaining

Loren Feldman tells it like it is his way. And through it all — and what works (for many) — is that we’d all like to tell it like it is our own way.

My belief is that you don’t or can’t really know your audience. Instead, you invite your audience in and they tell you who they are…if you’re good at connecting with them…if you give them something inspiring. And what your audience gives you is the best things to help you to tell it like it is your way, but better each time.

[podtech content=http://media1.podtech.net/media/2007/06/PID_011528/Podtech_equallogic.flv&postURL=http://www.podtech.net/home/3253/equal-logic&totalTime=49000&breadcrumb=a0b3091cb827402e9b60cf773dccafcd]

kenekaplan PodTech, Social Media, Socialmedia, video

SEO with Eric Wolfram — LunchMeet with PodTech’s Eddie Codel

This is one of the best series for anyone interested in learning who people are advancing the production, collection and distribution of video.

 [podtech content=http://media1.podtech.net/media/2007/06/PID_011538/Podtech_LM52_EricWolfram.flv&postURL=http://www.podtech.net/home/3261/lunchmeet-seo-with-eric-wolfram&totalTime=880000&breadcrumb=d213a1097be74a91811d3492fabbf1a5]

Search Engine Optimization means a lot of different things to different people. What I heard Cisco’s Dan Scheinman say was that we’re moving from a time when people collect and own content to an era where people are consuming and sharing. At the Cisco-BPCC Social Media Summit, Scheinman said that we can consider today’s search as “dumb” and that in the future content will “find” you. It’s already happening thanks to people who understand and are improving SEO. They’re making the Internet better and they’re helping others grow communities or audiences for people and companies sharing their stories through blogs and audio/video Podcasts.

kenekaplan PodTech, Social Media, Socialmedia

PodTech’s Jeremiah Owyang Helping Demystify New Media Measurement with Eric Peterson of Web Analytics

To paraphrase Jeremiah, “Some companies need to understand ROI before putting resources behind new things.” He admittedly was talking about his friends at Intel during the wonderful Cisco-BPCC Social Media Summit earlier this week.

[podtech content=http://media1.podtech.net/media/2007/06/PID_011541/Podtech_Jeremiah_EricPeterson.flv&postURL=http://www.podtech.net/home/3268/eric-peterson-web-analytics-guru-on-social-media-measurement&totalTime=742000&breadcrumb=e552cbc97d3d4e169a8e94018e749292]

In addition to this video interview with Web Analytics, Jeremiah has a fresh post about social media measurement. These are the latest in many months of great work to help people and companies understand what’s important in measuring influence and engagement of new media efforts.

UPDATE:  Web Analytics Demystified — sign up and get free samples from Peter’s book…and look around for a free white paper.

The other great source for learning more about case studies and what “pioneering” companies are learning is The Society for New Communications Research. Executive Director Jennifer McClure was inspiring when she stopped to talk to me before leaving the Cisco-BPCC event.

[podtech content=http://media1.podtech.net/media/2007/01/PID_001922/Podtech_MV_Jennifer_McClure.mp3&postURL=http://www.podtech.net/home/1989/building-a-corporate-culture-for-social-media&totalTime=884000&breadcrumb=none]

At Intel, we’re certainly moving ahead — and we’ve learned a lot in the past few years about new/social media. Learning more about measuring return on influence will help do more and keep trying new things.

Know of other great resources, please leave them here. Thanks!

kenekaplan Intel, Marketing, Moore'sLaw, Social Media, Socialmedia, Tech

Good Stories are Gifts

When creating videos with Adam Savage and Jamie Hyneman, it hit me.  We wanted Adam and Jamie — and Carl’s Fine Films — to help us create a series of shorts that would be a gift for fans of Adam and Jamie’s TV show, “Mythbusters.”  Something that really captured their scientific know-how, enginuity and funny-bone hitting antics.   Something that Intel fans would see as whacky, creative and cool beyond Intel’s bread and butter storytelling antics — citing the wonders of Moore’s Law and how Intel’s chip design and every increasing transistor count keeps impacting the way we live.

My pal “simma down now” Larry said it succinctly:  viral not commerical.  Give a gift that keeps on giving.  In that spirit, we released the three Adam and Jamie videos first on YouTube on May 8. 

Then the next day, we played the videos on new laptops at the Centrino Duo and Centrino Pro launch, but this highlights video was created to kick off the presentations to the press and analyst on May 9 in San Francisco.

We tried many new things here, including me posting these videos on videos sites I’ve been learning about (see slideshare foil set).  Another thing keeps hitting me.  During all of this, I’ve never been more aware of my role of being an Intel employee, a video story director AND a fan living in the real world.  It was the fan inside that helped me make the most important decisions, which kept these videos from becoming too commercial.  After all, these were for sharing in hope that fans would enjoy and share with others.

kenekaplan Politics, Social Media, Socialmedia, TV

Gather.com Helps Local TV Get People Involved with Politics

Politics is one good reason for local TV stations to invite bloggers to participate.  Check this out, from the TV industry newsletter ShopTalk.

WMUR-TV, the Hearst-Argyle Television station in Manchester, NH, which has been cited in National Journal as “The most important local TV station in Politics,” has partnered with popular blogging community Gather.com to empower American voters in the forthcoming Presidential debates.

Throughout May, WMUR will sponsor an open writing competition hosted by Gather.com and judged by the blogging community at large. The competition will yield 15 citizen journalists from New Hampshire (five each of Republicans, Democrats and Independents) who will cover the June 3 Democratic and June 5 Republican debates, which will also be simulcast on WMUR, CNN, and their respective Web sites.

Entitled “Your Voice, Your Vote, Your Next President”, the competition, part of WMUR’s and Hearst-Argyle’s Commitment 2008 election-coverage effort, can be accessed at www.wmur.com by entering the Politics section, which will take visitors to the special site wmur.gather.com (more)

kenekaplan Marketing, PodTech, Social Media, Socialmedia

“Marketing Voices” Video Interview with Guy Kawasaki

PodTech’s Jennifer Jones visits with well-known blogger about what works and what doesn’t work.

[podtech content=http://media1.podtech.net/media/2007/04/PID_011099/Podtech_JJMV_Guy_Kawasaki_1b.flv&postURL=http://www.podtech.net/home/marketing-voices/2871/blogging-evangelism-advice-from-guy-kawasaki&totalTime=914000&breadcrumb=6014d9fa-9bd8-4301-82c1-71beae164234]

kenekaplan Intel, Measurement, Social Media, Socialmedia

Buzz Metrics & Finding Your Audiences

A timely post by Tom Foremski of SiliconValleyWatcher.  The next steps are learning how finding, measuring and learn more about people who are interested and actively talking about Intel.  We’ll always work to produce good stories and content for our audiences, but we can also always improve our ability to listen.  This is how we can get closer to people we care about, and who care about us.

Highlights from Tom’s story:

  • BuzzLogic, based in San Francisco has developed tools that allow corporations to track conversations across thousands of online sites, blogs, mainstream media and anywhere else online, in almost real-time.
  • And those tools can also determine how influential a site, a blogger, a writer is. And who they influence. After all, there is no sense in galvanizing a response team to an unfavorable post on a blog if its influence is zero.
  • BuzzLogic recently moved out of beta and in mid-April launched its BuzzLogic Enterprise service. More than 160 customers, many Fortune 500 companies, collaborated with BuzzLogic in the beta phase to refine the service.
  • Todd Parsons, the chief product officer explains: “Just because someone is influential within one sector doesn’t mean that they are influential in other areas. Our algorithms can analyze influence and allow companies to focus on those sites that really matter. We can also track the rise and fall in influence of a particular site.”
  • Email alerts will warn of possible trouble in real-time. But each customer applies their own response. This can include contacting people and also getting involved in the online conversations.
  • It is a service that could be used in many ways, not just for brand management. It could uncover new types of buzz bubbling up that could provide business opportunities for some companies. And it can also be used to test the effectiveness of a public relations campaign.
  • Services such as BuzzLogic’s can give organizations an insight into how they are perceived without requiring focus groups. But most organizations don’t yet know what to do with such data and what the appropriate response should be. But they will figure that out over time.

UPDATE:  Links to Ads on SiliconValleyWatcher — http://tibco.com/, http://blog.cohnwolfe.com/boomerang/

kenekaplan Media, Social Media, Socialmedia

Text Stories Loose Luster, Are Video & Audio Different?

Cruisin’ Newsvine I saw this story by NewScientist.com about how online articles loose their luster after about an hour.  Wonder if there is information about Podcasts — audio vs. video? And what about the Long Tail?  I guess the luster can be lost, but interest is dragged along kicking and screaming by the majority of Web surfing information seekers who aren’t living on the bleeding edge?  I gotta dig around more.

Online news articles can lose their appeal in as little as an hour. That is the message from two statistical physicists who analysed the way people access information on the user-driven news site Digg.com. 

Fang Wu and Bernardo Huberman of HP Labs in Palo Alto, California, US, studied Digg in an effort to understand the way online news readers consume stories. Through a statistical analysis of the site, the researchers discovered that just a handful of stories hog most people’s attention and most links seem to lose their appeal in just 69 minutes. Wu and Huberman say the finding could perhaps help website designers find new ways to keep people interested when faced with an avalanche of information.

 Here’s the whole story.

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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