Browsing Tag


5 Incomplete Thoughts on Social Media

Remember the title….

1. Manufactured Market?

There is so much noise about the market opportunity and the necessity to fund community initiatives for enterprises but little has materialize in respect to direct revenue and meaningful metrics. This is a challenge for traditional marketers on many levels and the type of topics I suspect are being at the Forrester Marketing conference. There is a after the show workshop that asserts the following which might be close to revenue:

Experiments with rich media, blogging, RSS, and social networks show how dynamic marketing techniques can touch on buyers’ emotions, educate and persuade them, measure interactions more effectively, and generate additional business.

2. Perpetual Social Markets

Shel’s interviews of Jeremiah Owang and the Sea World folks are both emblematic of the challenges of linking social media investments to a return. How can you effectively measure and manage social media as a growth engine? Examples exist where a specific event or a series of inferences can be leveraged to assume the impact of social media, as evidenced in the description of Sea World video at Fast Company:

Measuring social media is one of the pain spots for the enterprise. As Kami Huyse, says in this clip of her client SeaWorld San Antonio. “It all depends on what you measure.” …

What to measure indeed – hits, downloads….. Ultimately most businesses measure revenue from Marketers, so perhaps Sea World is an anomaly and most businesses know how to convert the social media marketing budget to revenue and understand how to successfully deploy/develop a community. Let’s see if this is the case from Shel’s interview of Jeremiah, you probably only need to listen for say, the whole thing:

3. Social Media as Infrastructure

With the metric challenges and elusiveness of revenue is social media a function of retention more so than demand? If marketers are unable to deliver/verify incremental new revenues base on investment, should the metric hunt move to revenue retention and customer satisfaction?

Cool technology should never be relegated to the “post-transactional” budget fight…..

4. Platforms as Markets

Is Twitter a market? Facebook? Myspace? With increasing platforms for exchange more and more opportunity appears to emerge as populations flock to platforms. Where people gather transactions happen right? There are many example of this in the physical space – Burning Man, dead shows and in the parking lots of panic shows. So if people are gathering, there has to be transactions to be had – right?

Information as currency and messaging as a service continues to be the key commodities being exchanged on social media platforms….

5. Community as a Commoditizer

The transactional efficiencies of social computing by it’s very nature puts downward cost pressure on goods. Ease of comparison, ease of purchase and ease of access to other consumers/product customers. Ease of discovery. Product differentiation through a cost center represents…

Maybe the title should have been 5 Incoherent Thoughts…


iPanic: Apple changes concert going forever…

So I did my annual two day run of Widespread and I have finally clicked on what was different with this year’s show over others – the amount of text messages, the number of people I saw surfing the web for song titles and the general iPhone visibility.   It took me a while to hone in on what the change was – I first thought that the iPhone may ultimately change communication in general, but a friend coaxed me out of that sweeping generalization, coaxed probably wasn’t right:

“Jon – communication, really. I thought you were smarter than that, in this text happy, email loving and pda toting world the iPhone isn’t going to change communication, it might change frequency and location of activities, but not communication. It’s just a phone, a cool one, an interesting one – but a still just a device”

So I went back and thought about it more and I think it is the location and frequency. Previously PDA’s had a “work” feel to them, I get none of that work feel with my iPhone – I in fact find it to be an anti-work device and that may also be why folks are more willing to use them, since it doesn’t carry to Blackberry or Treo legacy of being a work product, since most offices don’t support them.

So I think more folks are just good with bringing theirs out in public, since there is very little chance that your boss has emailed you or a customer needs something done. The iPhone is for many of us – a work free zone and there was clearly no work going on at Phillips arena this past weekend. In my 16 seat row there were 4, the row above 1 and below me another 2 and a sea of glowing screens everywhere with folks furiously typing away, myself included. In the spirit of “Dewey Wins”, I was in the non-cheap seats of the upperly mobile set, so this may not be transferable to the general population – yet.

During set break, I twittered, checked email and replied to texts I recieved in the interim, here is an example of some of the texts I recieved which are generally consumable and intelligible:

  • j – that tie your shoes was HUGGGE!!!!!!
  • drums – going outside meet you
  • piss break – tickle is on

I too fell into the wonder of how to effectively use the iPhone at a show. I decided my phone was the best thing to keep a setlist, so I could remember my impressions of the show and I’ve never been compelled to be one of those guys keeping the set list, that’s what Davey is for. After reviewing my version of the show vs. the official set lists, it is well worth the effort of the 1.6 hours I spent at the AT&T store, plus Emily was happy to get hers as well and to let me know when she needed me to go get another beer.

  • beer
  • k
  • 104 N
  • cool – 5 mins

So why has the iPhone changed how you use previuosly available capabilities in inferior devices such as the [tag]Treo[/tag] (I have had 2), a [tag]Blackberry[/tag] (I’ve had 3) or the multimedia phone (3+)?

Here are the set lists I made while at the show, typo’s and all. Wish you were there with the home team, but now you know what you missed:

12.30.07 ATL

Set 1

Tickle the truth
Dirty business >>>better off
Good people>> disco
Going out west

Set 2

Red beans
Tie your shoes-BIG
Walk on
Ribs n whiskey
Fixin 2 die – weird
Tall boy


Slipping into the darkness
12.31.07 – NYE. ATL

Set 1-acoustic

Time waits
Blue indian
Send your mind
[tag]Clinic cynic[/tag]
Old joe
Driving. >>

Set 2

From the cradle
[tag]Life during wartime[/tag]
Love tractor
Holden oversoul
Up all night. Live worldwide on CNN. [tag]Anderson cooper[/tag] intro from times square on TV – thanks pammy!

Set 3

Bust. It big
Chilly h20>>>
Time is free – Huge!!!!!!>> chilly h2o
Protein drink
Sewing machine


[tag]Red hot mamma[/tag]

House music. Celebration (k&the g)
Having trouble deciphering my shorthand? Here are the official setlists 12/30 and NYE. So the best text message from new years eve was actually after the show:

the streets look like a hippie version of frogger