Friday, March 04, 2011

Potomac Tech Wire holds breakfast conference on "Social Media Outlook 2011"

I attended the Potomac Tech Wire Social Media Outlook 2001 Breakfast at the Tyson’s Ritz Cartlon this morning. The link is here
The weather was perfect (no windstorm, like we had at a breakfast a couple years ago); but somehow, as I pulled in to the hotel, Taylor Swift’s “Mine” came on to Sirius XM, and her voice reminded me that I had forgotten my digital camera.  Cell phone photos are a joke, so I had to do the next best thing for visuals today.

Addie Connor from Social Code was keynote speaker. The company is a subsidiary of the Washington Post. It works mainly with Facebook. She discussed generating Fans at High Volume sites, and claimed that some clients received over 1.8 million Wall impressions in 12 days. She said Facebook stands out in the ability to give advertisers statistical information that actually improves sales. (Maybe that’s why FB makes so much money!  It’s Donald Trump “Apprentice” type of reasoning.)

This would mainly work for small companies, or particularly agents for larger companies (like insurance agents).  They also work heavily for non-profits and particularly for charities. Another client was a Las Vegas casino that wanted to know which shows and entertainment acts appealed to customers, to design travel packages (in fact, I remember seeing an “Atlantis” show at the Luxor back in 1997!). She called this “developing customer intelligence”.

The regulatory environment can seriously affect the way they serve ads; for example they can’t show dollar donations.

One question from the audience pointed out  “a Fan is not a paying customer.”

Rohit Bhargava of Ogilvy introduced the panel, to discuss “seven trends in social media”.  He introduced the concept of “social currency” – “like, dislike, and unlike”.  (Is this the first sign of a migration from a fiat economy – an idea for science fiction.)   He talked about “curation” as opposed to “content creation” (“how to Blog”).  “What you’re an expert in isn’t necessarily what you do for a living.”

He discussed Path, a social network that limits or rations the number of friends to 50. 

He also discussed the notion of “approachable celebrity”, not risking restraining orders.

Here is the list of panel members:
Rohit Bhargava, SVP, Strategy & Marketing, Ogilvy 360 Digital Influence
Addie Connor, Director of Advertising, SocialCode
Jodi Gersh, social media manager, Gannett
Chris McGill, SVP Strategic Partnerships, UberMedia
Scott Silverman, co-founder, ifeelgoods
Debbie Weil, author and social media consultant
Moderator: Paul Sherman

Another panelist talked about Facebook credits as currency.

Debbie said that blogs (publications) are still the heart of social initiation – a Web 1.0 view from the 90s!
There was some concern about overdependence on the social aspect, and allowing a company (or “person”), however benevolent, to have so much access to behavioral data.

Another quote:  “Tweeing in the woods: if no one hears you, what’s the point?”

The use of LinkedIn as a site to narrow the list of contacts who can help professionally was mentioned.
The Baby Boomer have recently started using Facebook and other social media in large numbers, and are catching up with the Kids.

40% of time on Facebook is spent playing “social games”.  not just Bingo. Try Cityville.

There are “DC Tech” and “DC Social Media” Faebook groups.
I asked about “Do not track” and also about Righthaven.

Addie said that “do not track” may not be such a threat because companies can build aggregate data for advertisers without it, and Rohit said that tracking is “lazy marketing.”

I also asked about Righthaven, as part of the question. No one on the panel responded to it.  I also discussed frivolous litigation with someone from the Washington Post in the networking outside. I hope I see more coverage of it.

There was a question about “Trust” (and online reputation) in social media from the audience.

After the group closed, two people came up to me and asked how to look up the Righthaven matter. 

Wikipedia attribution link for Tyson's picture. 

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