“Social alone will never give you all the answers – but it *will* give you better questions.” Nice closing by Tom Webster of Edison Research.
“Clickstream data alone will never predict offline behavior” << key takeaway Tom Webster wants to leave with us. (This talk could have been titled "Don't let social media measurement become junk science for your brand."
New metrics are Likes, retweets, +1s, comments, shares, replies, etc… but must be correlated to marketing metrics like awareness, customer satisfaction, loyalty, etc.
Vanessa Fox from Google giving the final session. Nice tidbit: Google still has 66% share of search.
Just tracking mentions is extremely misleading for brands… they’re a “random walk”… no correlation to reality.
I’m in final session of the day… “Reputation and Influence” track… it’s Tom Webster of Edison Research on “Turning Social Media Monitoring into Social Media Research.”
“If you want to make stuff, hire engineers,” says Robbie Whiting. And, yes, agencies now need “Big Data Strategists”!
Kill the word “creative” from titles and departments… “You keep hiring people that have resumes saying they created all these ads, and they just keep creating f**cking ads!”
“We need more makers in our industry” -Robbie Whiting … So, “make something!”
Wow, powerful point from Robbie Whiting about changing times: “Brands that used to make two TV spots per year must now create five pieces of content per day.”
The maker culture is getting to be second nature to the younger “born digital” demographic. They get the Internet of Things.
Marketing is now much more complex – technological change is happening so fast. Robbie says, in fact, that it’s “f**cking terrifying”…
I’m in the “Emerging Trends” session, “Marketing as Maker?” – question mark intended -says Robbie Whiting, ad guy from SF, formerly with Draftfcb and TBWA\Chiat\Day.
You’ll soon see some updates from Sean in this feed. Sean is stepping up to provide more coverage of the many sessions here. Thanks for the help Sean!
“If you want to succeed in social media your need to provide value”
Guy’s famous ’10-20-30′ rule of presentations never gets old…
Guy supports his points with great stories and examples… he also builds presentations like Steve Jobs; few words and lots of great visuals
Great products are complete with vibrant ecosystems…
Always “default to yes”… helping others is key to likability.
Guy Kawasaki’s keynote is fun and he’s got a lot of energy too!
“The key to a great smile is the eyes” — authenticity matters in social media.
Guy is using a ‘Top 10′ list for his speech… first up is ‘Achieve Likability’
Guy Kawasaki has taken the stage to deliver his ‘Enchantment’ speech…
Next up for all of us is the afternoon keynote from Guy Kawasaki coming up at 1:15pm CDT…
Another interesting app to check out is Consumr, a location based app for grocery & drugstore products http://www.consmr.com
Mobile-news app Circa also getting a shout-out (“Pandora for news”)… launches in a week on Apple App Store http://cir.ca
Even if you don’t share stuff on Google+ (guilty as charged), they know a LOT about what you do online, says @fmanjoo … yessirree, with Google, WE are the product!
Niche social networks with good mobile apps are another example of what’s next (think Instagram-like apps for every interest)
Brewster is another example of a new opportunity for brands to connect with consumers… an interesting cloud-based address book app https://www.brewster.com
Facebook says 600 million of their 1 billion users now engage with the site via mobile devices. The trouble for them may be this: studies Farhad has seen show that the most clicks on mobile ads are accidents. #fatfingers …
Contently highlighted as an example of things to come… a matchmaking site for journalists & brands to create sponsored content https://contently.com
Farhad says 800 million photos a day now posted on Facebook – whoa, how will that increase when they actually get their #mobile act together?
Yo, “Apple makes in a week what takes Facebook a year,” says Farhad Manjoo.
“Think like a journalist, act like a marketer” — create compelling stories and then publish across multiple channels (social, blogs, mobile, etc.)
These big four companies are all getting into each others’ businesses… “Google is even trying to do social networking and may get better” – haha
Social media drives 2X the page views that web search does…
Be everywhere: reach users wherever they are… desktop, mobile and tablet
I’m in the “Breaking Boundaries” session… Farhad Manjoo, writer for Fast Company and Wired News, on “Masters of Our Universe: Apple, Facebook, Google & Amazon”… how they will affect our lives in the post-PC world. I like Farhad (@fmanjoo) — seems I’m
retweeting his posts all the time.
Still not able to get the wifi working here so pressing my T-Mo phone tethering into service… pretty good signal & 3G coverage even when in the middle of the Hilton…
For my next session I have selected ‘Emerging Trends: What’s Next?’ with Soraya Darabi from ABC News & Foodspotting…
Get Mark’s book, “Return on Influence” – I sure am!
@markwschaefer tells us that companies and brands are starting to create a dollar value for individual influencers… the amount of data that’s being measured about our online social life is staggering, he says
Within the next 5 years there will be no delineation between the mobile and desktop web…
“How can you create a higher Klout score? Sorry, we don’t know the secret formula,” says @markwschaefer … but you can do it if you work on creating content that people want to share.
There does not always need to be an offer or discount but there needs to be a positive “value exchange” to Foursquare check-in (could just be good tips at the location).
Mark Schaefer now giving shout-out to @mayhemstudios … Calvin Lee tweets 200 times a day and has 80,000 followers – people love him because he believes his job is to *help people*…
Brands that are successful on Foursquare are using communication features to market to consumers when they check-in…
The difference between the desktop web and mobile web is location based relevance to the information presented…
Location changes everything… the challenge is turning time and location into audience and context
“Content that moves is power”… on the Internet, that is… says @markwschaefer
Mobile is about consumers who are mobile, not about the phones or features… “mobile is a consumer rethink”
Now in “Reputation and Influence” session… @markwschaefer just subtitled his talk “Is Klout a Load of Crap?” 
He’s talking about “social proof” in the offline world vs. online world…
I’m starting out in the ‘Mobile’ session with Steven Rosenblatt from Foursquare & John Hadl from FRDW…
Phil Wilson is performing interviews live: http://2012.mimasummit.org
McGonigal says ADD tends to go away when playing games… meaning attention span is lengthened? A parent just asked her about letting kids read or play games.
So, physical, mental, social, emotional resiliency will add 10 years to your life – thanks, Jane! Now she asks, how will you spend your extra 7.5 minutes today? (Wondering, would one acceptable answer be “play games”?)
The stream of Jane McConigal is indeed airing at http://2012.mimasummit.org/
Okay, it’s settled…. playing games is good for your brain! Why did I know that was coming?
Steve Borsch and I heard Jane McGonigal speak at an O’Reilly E-Tech conference in San Diego several years ago…
Jane told us the story of how she suffered from a concussion that had her bedridden for a long time, when she says she wanted to die… how she pulled out of it changed her life.
Not only is the WiFi sucky here but the AT&T signal blows, too…
Bummer. Looks like the MIMA livestream is offline during Jane McGonigal’s keynote. Unless MIMA has separate bandwidth for the Livestream, it’s likely that all the devices in the crowd are sucking it all up…a common problem at conventions unless *very* specific steps are taken to counter that issue. Of course, there are so many problems with internet streaming it could be that “the series of tubes” are just full.
Jane McGonigal is the author of “Reality Is Broken”… now telling us to go to ShowMeTheScience.com
Gaming and game theory is transforming education (albeit slowly) and Jane McGonigal is a key thought leader in this space. She’s off to a slow start (on west coast time so she must’ve been up at 4am her time) but hang in there since she’s got a lot to say (I’ve heard her speak often at national conventions).
Wikipedia on Jane: http://en.wikipedia.org/wiki/Jane_McGonigal
Jane’s site: http://janemcgonigal.com/
Jane on The Colbert Report last year: http://www.colbertnation.com/the-colbert-report-videos/373360/february-03-2011/jane-mcgonigal
Jane’s TED profile (her several talks are linked to below her profile): http://www.ted.com/speakers/jane_mcgonigal.html
Tim Brunelle talking about his early interactive days on the VW campaign… how times have changed.
In the big room – sitting between Tom Boschwitz and John Lawlor….
MIMA is livestreaming the keynotes and key interviews. Tim Brunelle is kicking it off today:
Here’s my base of operations…all day. Live interviews and keynotes at http://2012.mimasummit.org/ (That’s John in the picture. My bestest bud for the day.)
The early risers at #MIMASummit.
The morning keynote with Jane McGonigal will begin at 8:15am…
Welcome to the
Happy hour music is firing up in the room next door – time to wrap. To da bar!!