Jennifer Rice of Mantra Brand led the standing room only session, “Brand Humanity: How Social Technologies are Changing the Way We Do Business.” With most of this session, if you don’t already know about the paradigm shift underway, you’re late to the party (and no, not fashionably late).
The presentation focused heavily on blogs, interestingly, rather than other technologies and channels such as social networking, wikis, and peer-to-peer distribution that tend to be more social. Yet with blogs, reaching out to an audience delivers a social experience. While it often starts as one-to-many broadcasting, the responses on any given blog and the linking among blogs makes provides a community element of blogs themselves. As an aside, Jesse Tayler of Netmodular pioneered a social blogging mechanism he calls “blogworking,” which you can experience at Adholes.com or AlwaysOn.
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Kicking off the sparsely attended Marketer As Broadcaster session, Carat Interactive’s John Durham referred to the teacher who created the Mac commercial and how marketers and consumers are now creating their own content and advertising. The panel consisted of JibJab’s Greg Spiridellis, WorldNow’s Omar Karim and Target’s Scott Heimes. They each spoke to the growing trend of marketer and consumer created content.
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Through 2003 until about six months ago, there were enthusiastic collaborations underway to create an acceptable system for forecasting and reporting reach and frequency of online advertising campaigns across multiple sites.
One such effort, the ARF’s Online Media Council, chaired by Dave Smith of Mediasmith, brought together ComScore and Nielsen, Atlas and Doubleclick, among others, to work side by side with agencies and publishers to make this happen. But activity seems to have stalled. Moderator John Durham asked the panelists if we really need R/F. And, if so, why?
Moderator: John Durham, Managing General Partner, Pericles Communications
Panelists:
Sean Finnegan, Midwest Director, OMD Digital
Carrie Soriano, Group Director, The Digital Edge
Mike Zeman, Associate Director, Insights & Analytics, Starcom IP
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In this Mobile Marketing session, Starcom IP’s Courtney Acuff and Beyond Interactive’s Matt Day gave a comprehensive overview of the mobile segment, followed by tactical explanations and recommendations on how to utilize this channel.
Acuff reviewed a proprietary Starcom IP study of consumers 12-27 that entailed a detailed survey of mobile device usage. The study’s focus concentrated on reasons for usage. Primary reasons for fast adoption of mobile devices cited were facilitation of social life, enabling of autonomy, appearance of phone aiding “cool factor,” entertainment and planning social events. Acuff cited several uses of mobile devices for marketing including voting, sweepstakes, contests, sponsored content and more.
Day ran through a list of mobile marketing methods including SMS for alerts, coupons, polling and product shipping notification; wireless Internet for delivering web content and AvantGo-like channels; EMS for delivery of ringtones, wallpapers, song clips and custom storefronts; MMS for multimedia content, mobile gaming, streaming audio and video; and IVR for interactive video and database applications.
Acuff finished by explaining how the effectiveness of mobile campaigns can be measured from area code, to carrier to downloads of games, ringtones and message and participation in surveys. Additionally she provided some set up costs for launching a mobile campaign which range from $55-$75K for initial planning and set up to maintenance fees of $2,500.
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