Tuck’s BTIS Series on Social Media: changes in traditional MarCom

Friday, December 10th, 2010

Precisely what I observed at the recent Internet Summit in Raleigh. Social Media is not just a new way of helping advertisers to trap clients. There has to be a legitimate value proposition via a genuine dialogue or back ‘n forth of some kind.

This from a typically excellent program at The Center for Digital Strategies at Dartmouth College (full disclosure: my wife’s design studio develops their mobile apps).

Sub-prime making news; Video and Mobility making progress

Wednesday, December 5th, 2007

- Please don’t ask about the extent of the aftershock of foolish borrowing and careless lending.  On so many fronts in our globalized marketplace, at both the individual and enterprise level, we’re probably going to have to heed the advice of Tancredi in The Leopard:  “If you want things to stay as they are, things will have to change.”

Meanwhile, other engines maintain their hum and will move closer to the center stage of widespread technical adoption in 2008.  Two examples that I track are video as a story-telling device and the elevation of the 3rd screen to our 1st screen.

– Last Christmas season my high school son and two of his classmates won a contest at the local upscale mall by producing a sixty second video to promote the shopping season.  They won $400 in equipment for the school and $600 to split three ways.  The recently concluded 2007 contest enjoyed a threefold increase in participation and a tenfold increase in prize money: $6,000 in equipment and $4,000 to split.  Clearly, the mall, the merchants and the aspiring film-makers see solid business value in consumer generated, good-enough, easy to deploy video to tell their stories. 

– So much is happening on the mobility front that it may not be obvious, although GPS features and related acquisitions (Navteq by Nokia and Tele Atlas by Tom Tom) are getting plenty of press.  With the $10b that Yahoo, Microsoft, and Google spent in 2007 to acquire search and advertising related companies and the popular reception to Apple’s iPhone, we will soon have the sort of mobile computing capabilities that consumers in other parts of the world have enjoyed for several years.  

The driving force behind all of this activity is control of search on the mobile device.  The revenue model is that Location Awareness facilitates Search and Search enables targeted Advertising.  Curious is our notion that the 1st screen is the TV and the 2nd screen is the PC, yet we all carry a 3rd screen nearly everywhere we go.  “Can you hear me now?” will rapidly migrate to “We know where you are and can help you to find and to pay for what you want. Just text me.”

cp

All Souls Day – Social Networking of the 11th Century

Thursday, November 1st, 2007

I grew up in New Orleans where parochial school children enjoyed two entertaining annual holidays:

– the well advertised Mardi Gras, a Tuesday day-off in mid Winter

– the Wednesday after Halloween to celebrate All Saints or All Souls Day

The headlines are occupied by the rise of oil, the fall of the dollar, the kick-off to the presidential race (so far it’s been preseason) and the finale to the sub-prime collapse.  Amidst the dour mainstream news, consider the escalation of the Microsoft vs Google campaign which should influence our own 2008 planning: 

- Microsoft invested $240mm investment in Facebook (1.6% stake) last week and Google countered immediately with an open standards alliance, Open Social, including LinkedIn, Ning, and Orkut (Google’s own social network).  Google does not want Facebook to become the operating system of social networks.  Quick aside: News Corp.’s 2006 100% acquisition of MySpace for $580mm looks brilliant.

Are we blindly returning to Act II of the dot-bom?  I think not and I believe that Social Networking or Community Building as promoted by Facebook and others could be adopted by our own kinds of enterprises to better connect our widely dispersed knowledge bases: employees, customers, partners, supplier in the spirit of ‘What if we knew what we all knew?!’

Right now I have eleven (11) applications opened to manage my work inside and outside of the firewall: email, sms, two types of instant messaging, two browsers, plus the associated tools for calendar, address book, word processing and a mobile phone.  I would value a workspace where I could link all of my activities to ‘connect those who know with those who need to know, regardless of their employer.  I see a Facebook-like model helping me to achieve this.

Eric Schmidt, CEO of Google, is quoted in Monday’s NY Times:  “One of the things to say, very clearly, is that social networks are very real.  If you are of a certain age, you sort of dismiss this as college kids or teenagers.  But this is very real.”  Google closed over $700 today, up 54% YTD.

‘Start small, grow fast, get involved‘ might be a productive way to explore the potential of Social Networking or Innovation Networking in 2008.   No holiday required.

Perrien