{"id":264,"date":"2006-12-04T18:43:59","date_gmt":"2006-12-04T23:43:59","guid":{"rendered":"http:\/\/daviddalka.com\/createvalue\/2006\/12\/04\/ses-chicago-2006-day-1-advertising-in-social-media\/"},"modified":"2013-11-27T12:31:35","modified_gmt":"2013-11-27T17:31:35","slug":"ses-chicago-2006-day-1-advertising-in-social-media","status":"publish","type":"post","link":"https:\/\/www.daviddalka.com\/createvalue\/2006\/12\/04\/ses-chicago-2006-day-1-advertising-in-social-media\/","title":{"rendered":"SES Chicago 2006 – Day 1 – Advertising in Social Media"},"content":{"rendered":"

Gary Stein, ammomarketing.com<\/p>\n

Why Social Media?
\nThree Wrong Reasons
\nTwo Right Ones
\n(plus one bonus concepts)<\/p>\n

– Obvious and Wrong Reason #1: That\u2019s Where the People Are
\n– Minority of consumers read blogs, blog, podcast, have a Second Life avatar, etc.
\n– Most businesspeople are not tuned into Web 2.0<\/p>\n

– Obvious and Wrong Reason #2: Consumers are in Control
\n– Nuthin\u2019 new about consumer control
\n– Media owners have a right to their rights<\/p>\n

– Obvious and Wrong Reason #3: The Mainstream Media is Kaput
\n– The best blog barely touches the reach of established players
\n– Blogs have big frequency, low reach<\/p>\n

– Real Reason: The Channel is Unfair
\n– Private labels clog p the shelves
\n– Big box stores dictate rules
\n– Brands forced into direct ads and coupons<\/p>\n

– Real Reason: Manufacturers Set the Ad Agenda
\n– Manufacturers drive branding<\/p>\n

– The relationship mandate is Critical
\n– Manufactures need consumers to walk into the channel want their product and only their product<\/p>\n

\u201cConsumers are won when you meet them as equals\u201d<\/p>\n

– Consumer reviews are the silver bullet to ecommerce.<\/p>\n

Bonus Concept: Brand Want Media, Agencies Want Brands
\n– 2007 Trend \u2013 owning the channel
\n– These are built on Web 2.0 principles
\n– Not real hit on media, since they will need traffic, as well as development of new channels (see Yahoo\u2019s New Brand Universes)
\nHenry Copeland, CEO, Blogads<\/a><\/p>\n

Asks for hand raising to prove Gary wrong.<\/p>\n

Where publishers once ruled walled gardens, dictating news cycles and headlines\u2026<\/p>\n

Influentials now trade news and views in real-time swarms\u2026<\/p>\n

The best ads fit into blogs\u2019 hyper-linked, news and views-rich conversations\u2026bottom-up voices\u2026<\/p>\n

Subtle tweaks, does your ad make the reader want to ask questions.<\/p>\n

We as marketers need to infiltrated the cocktail party. Put interesting creative in there.<\/p>\n

\u00a0(note to self \u2013 download Henry\u2019s example slides)
\nBill Flitter, Pheedo<\/p>\n

RSS to power marketing programs<\/p>\n

(Extremely long case study \u2013 had a feel of a client push so I won\u2019t capture it)<\/p>\n

Social media campaigns have a gradual decline and longer tail due to residual traffic from search engines.
\nMarc Schiller, Electric Artists<\/p>\n

Second Life concepts to be explained<\/p>\n

What have changed since the bubble burst in 200?<\/p>\n

1 in 8 couples married last year met online (McKinsey)<\/p>\n

Today, the most successful companies connect their customers together<\/p>\n

\u201cOur goal with second life is to make it better than real life\u201d Linden Lats, CEO and founder<\/p>\n

1.6 million residents<\/p>\n

Medan age is 33<\/p>\n

50\/50 male\/female<\/p>\n

3,000 entrepreneurs making $20,000 a year<\/p>\n

Estimated $100 Million of transactions (2006)
\nPeople are making their living in Second Life<\/p>\n

Content owners maintain ownership of their IP<\/p>\n

\u00a0Aloft Hotel \u2013 useful in both prototyping and branding<\/p>\n

Scion, MLB are launching now\u2026<\/p>\n

Provides ten rules for success in second life (should have left up slide longer)<\/p>\n

Great thought provoking session with some points of view one degree away.<\/p>\n

Tag: SESChicago2006<\/p>\n","protected":false},"excerpt":{"rendered":"

Gary Stein, ammomarketing.com Why Social Media? Three Wrong Reasons Two Right Ones (plus one bonus concepts) – Obvious and Wrong Reason #1: That\u2019s Where the People Are – Minority of consumers read blogs, blog, podcast, have a Second Life avatar, etc. – Most businesspeople are not tuned into Web 2.0 – Obvious and Wrong Reason […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[12,13,14,2,19],"tags":[],"class_list":["post-264","post","type-post","status-publish","format-standard","hentry","category-change-management","category-customer-experience","category-interactive-ads","category-search-engine-marketing","category-search-engine-optimization"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/www.daviddalka.com\/createvalue\/wp-json\/wp\/v2\/posts\/264","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.daviddalka.com\/createvalue\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.daviddalka.com\/createvalue\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.daviddalka.com\/createvalue\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.daviddalka.com\/createvalue\/wp-json\/wp\/v2\/comments?post=264"}],"version-history":[{"count":0,"href":"https:\/\/www.daviddalka.com\/createvalue\/wp-json\/wp\/v2\/posts\/264\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.daviddalka.com\/createvalue\/wp-json\/wp\/v2\/media?parent=264"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.daviddalka.com\/createvalue\/wp-json\/wp\/v2\/categories?post=264"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.daviddalka.com\/createvalue\/wp-json\/wp\/v2\/tags?post=264"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}