Posts Tagged ‘social media’

The New News: Vox Populi

By Eleanor Haas

  • A new Greenpeace campaign targets Apple’s cloud computing products, as it looks to “clean the cloud around the world.
  • A smooth animation of a timelapse of planet Earth from ‘Electro-L’, a geostationary satellite orbiting 40,000 kilometres above the Earth.
  • A blind-folded guy entertainingly told at his bachelor party that he’s about to bungee-jump 50 feet – only it’s more like 5 feet into a pool of water!
  • Honda’s new ‘UNI-CUB’ personal mobility device.
  • A graphic undercover investigation, by the Humane Society of the United States, into the walking horse industry discovers cases of rampant cruelty.

These are Storyful Daily’s “Five of the best on YouTube” for today.  Not exactly “all the news that’s fit to print” or any other major daily’s take on world news, is it? 

To the five best on YouTube, Storyful adds its five best in sport, five best in weather and five general stories – Frankfurt protesters, fans mourning the death of disco queen Donna Summer, a PAC plan to attack Obama, the effect of a Twitter hashtag on a Spanish bank and a live-tweeted journey through a region facing a hunger crisis.

It’s the new news from Storyful, the brainchild of an Irish journalist.  Storyful’s professional journalists sift “actionable news” from the chaff of the real-time web for use by news organizations throughout the world, acting as a “social media ‘field producer'” and providing an online window into their findings for the general public.  For both its media clients and the general public, the result is access to authentic views on recent events or developments and early warnings of what could be big stories to come.  It adds a valuable social dimension to what we call “news.”

The New Communication: Electronic, Social & Mobile Media

By Eleanor Haas

For some years, I had six phone lines on each of two instruments and a phone at one ear or the other – sometimes both – many hours a day.  I also had a third instrument with my private line to be sure I could call out no matter what and certain key people could always reach me.

Now I’m so rarely on the phone that I often don’t even bother to check for voice mail messages.  It’s easy to manage with merely one land line phone and a cell phone!  Lots of people find all they need is the cell phone.

What happened?  We abandoned synchronous communication and gained control of our time.  We send and receive text and email messages instead of calling.  We also went from long-form to bite-sized messages and, at the same time, to more frequent brief interactions,

Not long after the new communication formats started, social media entered my life – Facebook about 2002, Linked In a few years later and Twitter after that.  I have what one friend calls “a robust presence” on all three but spend little time on Facebook, not much more on Twitter and probably the most on Linked In.  On Facebook, it’s fun to interact periodically with distant friends at times we’d typically have no communication.  On Twitter, it’s helpful to discover and share insights.  Linked In has become an invaluable reference tool, only rarely used to communicate, let alone interact, but the only way to reach some people at times.  So all three add value for me in different ways.  They supplement live interaction uniquely.

Does any of this replace live interaction?  No way!  My calendar is full – and it's only thanks to email and text messages that I can keep it straight!

Sherry Turkle, social scientist, author and MIT professor, argues that our increasing use of email, text messaging and social media has a negative impact on the social fabric and demonstrates evidence of diminished expectations of our relationships with other people and of a personal power-grab for control of interactions.  Bah, humbug!

Any media can of course be used for positive or negative reasons and with varying results.  But, in my experience, contrary to Dr. Turkle’s perception, the new ones enrich the social fabric with an infinite number of contact points that have never existed before, they provide the convenience of communication on demand – free of interaction – and they allow each of us to manage our time more productively without losing touch

 

The New Advertising: Frictionless Sharing

By Eleanor Haas

Privacy – “the ability of an individual or group to seclude themselves or information about themselves and thereby reveal themselves selectively,” according to Wikipedia” – has become a marketable commodity for millions of consumers, it seems.  Given the right “value exchange,” these people can cheerfully accept “frictionless sharing” – automated distribution by marketers to their social networks of their personal information and online activities

What’s the right kind of value exchange   That depends on the individual.  It can, for example, be as simple as a sense of self-esteem, coupons or a 4Square badge.

It’s typically all ok to the people involved as long as the process is transparent, and they know who’s doing the distribution and trust them.  Some consumers actually interact with brand pages on social networks, in effect, broadcasting their endorsement of the brand to whomever.

What are the chances of legislation or FTC regulation?  Probably zero.  Technology is growing too fast for legislators or regulators to keep up with it.  Ultimately, the market self-corrects anyhow.  All marketing benefits from frictionless sharing depend on relevant targeting and willing users.

These were my principal takeaways from this morning’s Gotham Media Ventures discussion at Frankfurt Kurnit by Daniel Berkowitz, of 360i; Jordan Franklin, of Clickable; Marc Hayem, of MicroStrategy; Kathy Leake, of Local Response, and Brett Martin of Sonar.  Terri Seligman, of Frankfurt Kurnit, was moderator.

 

Ten New Marketing Rules

By Eleanor Haas

New Marketing

1.     
Goal is to build relationships

 2.     
Segment customers by needs & interests or
behavior

 3.     
Market through a continuing conversation that
can become viral

 4.     
Messaging is a peer exchange

 5.     
Products are differentiated by brand and brand
stories

 6.     
Brand value grows out of delivery of the brand
promise and customer experience excellence

 7.     
Marketers and customers interact as peers in the
same space

 8.    
Use online gated communities to understand the market

 9.   
Speak honestly in a human voice, be substantive
and deliver content directly to customers that they will value

 10. Develop sales through engagement.

Old Marketing

1.       
Goal is to push product

 2.     
Segment customers by demographics

 3.     
Market through campaigns

 4.      Marketer
commands and controls channels and content

5.      Products
are differentiated by features

 6.     
Marketer defines brand value in terms of name
recognition and brand recall

 7.     
Marketers and customers are on two sides of an
impenetrable barrier

8.     
Focus groups

9.     
Proclaim through ad and PR intermediaries

10.  Push product in ads
and email