IAB Leadership Forum: User-Generated Content & Social Media Live Blog
Our last panel of the day was Don’t Interrupt Me - Conversational Marketing Done Right and featured:
Moderator: Pete Blackshaw, Executive VP, Digital Strategic Services, Nielsen Online
Brian Cusack, Sales Manager, YouTube
Cristian Cussen, Director of Content and Marketing, MySpaceTV
Brandon Evans, Managing Partner, Mr. Youth
Jory Des Jardins, Co-Founder and President of Strategic Alliances, BlogHer
This was a fitting end for the day as conversational marketing had been touched on repeatedly throughout the event. In summary, it’s important to differentiate between word of mouth and conversational marketing. The first flows down from the top. The second is built from the ground up. In addition, marketers need a thick skin to play in the social media space because the conversations are going to be real. And eventually, marketers will not have a choice as to whether consumers interact with their brands or not.
Cristian Cussen says the if brands are not comfortable hearing objectionable content from their user base, they may not be read to step into the social marketing space.
Brian Cusack believes the goal is to keep users on the site, watching as much video as possible in order to create additional marketing opportunities.
Brandon Evans expresses how conversational marketing can not be fed from the top down.
Jory Des Jardins lets the audience know that bloggers hate being told what to say.Blogging can be used to generate word of mouth, but it is not word of mouth in itself.
That’s all for today. Now it’s time to enjoy some cocktails at the Facebook networking reception. Tune into IAB.net over the coming days for photos, video, downloadable presentations and more from today’s show.
Our next panel was all about the future. What’s next for social media? The panel featured:
Moderator: Rohit Bhargava, SVP, Digital Strategy & Marketing, Ogilvy 360 Digital Influence
Aaron Lilly, Senior Marketing Manager, Microsoft
Geoff Reiss, CEO, Associated Content
Ian Schafer, CEO, Deep Focus
Chad Stoller, Executive Director, Emerging Platforms, Organic
Two underlying themes came out of this session. First, the future of advertising will be more and more about utility. Second, technology will always move faster than the user and we have to remember who our audience and what our purpose is. Below are some photos and highlights. I’ll be back in an hour with a wrap-up from our final panel of the day.
Chad Stoller say social media works really well when you’re looking to engage with a consumer, not when you try to assign metrics to it.
We’re back. Our last panel, App-vertising, featured:
Moderator: Rich LeFurgy, Principal, Archer Advisors
Ro Choy, Vice President of Business Development, RockYou
Seth Goldstein, Co-Founder and CEO, SocialMedia.com
Brett Keintz, Co-Founder and CEO, 750 Industries
Tim Kendall, Director of Monetization, Facebook
The focus was on the future of advertising through applications, and in particular, how will they be monetized.
Seth Goldstein speaks about how there is already a very robust system for monetization available to developers.
Tim Kendall points out that social media is not in the business of demand fulfillment, it’s in the business of demand generation.
Brett Keitnz believes the power of the social graph for a marketer is that it allows word of mouth marketing to happen at a much greater scale.
Ro Choy says that you need to have contextual content around display ads in applications or else you are going to suffer from low click-through rates.
It’s now time for some more workshops. I’ll be back this afternoon with more updates.
We just finished up the cross-demographic consumer panel. This was the highlight of the day so far. Ideas To Go put together a panel of five social media consumers ranging from a 62 year old lawyer to a 17 year old high school student to find out what they think about social media and advertising. The discussion focussed on what they do online, what they’d like to see online and what they like and don’t like about advertising in the social media space. It was real time feedback on real time issues facing the marketers, agencies and media companies in the room. The discussion also opened up online through a tool called Idea Stretch. Throughout the 45 minute presentation over 272 ideas were submitted with over 1000 votes on those ideas. Anyone can participate at http://iab.ideastretch.com.
Many of the ideas were random, as expected from a consumer panel. However, there seemed to be one underlying theme - the consumers want to be targeted. They want advertising to be useful to them. In response to this, one audience member asked if there is concern about privacy issues to which the panel seemed rather unphased. They simply said users should not put anything online that they don’t want others to see.
Here’s just a small sample of what came out of the panel:
- Jeremy, 26, likes honesty in advertisers and wants them to hear what he has to say. He would love to be able to create advertising channels relevant to what he needs at the time - a Pandora of advertising was his analogy.
- Kelly, 38, likes how the advertising on Facebook is not intrusive to what she’s doing online. She started using Facebook to spy on her son online.
- Corey, 27, wants ads specifically tailored to his needs, right now to the local level in his neighborhood. He’s love to see a “friend vacation getaway” where he and his friends are all targeted at once for a vacation deal.
- James, 17, wants ads that show off the community that he’s participating in, not just the product and would like to see more interconnectivity with other social media.
- Lynn, 62, like the recommendations she gets from Google and Amazon and wants to see more of that.
Our next panel was all about performance and metrics in social media. It featured:
Moderator: Aaron Dignan, Founding Partner, Undercurrent
Cam Balzer, VP of Emerging Media, DoubleClick Perfomics
Rob Crumpler, President and Chief Executive Officer, BuzzLogic
Alistair Sutcliffe, Vice President, comScore, Inc.
Terri Walter, VP, Emerging Media, Avenue A | Razorfish
This was a lively discussion that focussed on how we drive and measure performance in the social space. The medium is still relatively new and because of that, there are challenges in getting the most out of advertising in social media and most of all - measuring success. One common theme throughout the panel is that you really need to get involved in the conversation. You have to dive in deep and understand the discussions about your brand in order to grow your business.
Terri Walter believes the highest success rate happens when you find something that connects strongly to a particular audience.
Rob Crumpler points out that much of the information is now out in the open. It’s discussion that gives the opportunity for conversational targeting.
Alistair Sutcliffe believes that for every single vertical, there is a story to tell and it’s all about defining small goals along the way.
Seth Goldstein just finished a top-line overview of the social media space, explaining it’s history, present and future while telling marketers what they need to do in order to take advantage of it. One key point is that with the sheer volume of the internet growing, the effectiveness of simple display ads is reduced. There are so many different interactions online now that as marketers you have to figure out how to engage with them. You can’t just sit on the sidelines and say, “Click Me.”
Good Morning and welcome to the 2008 IAB Leadership Forum: User-Generated Content & Social Media. We have an exciting day ahead of us on one of the most exciting topics in interactive. Seth Goldstein is up first to give us a taxonomy of the social media space with his presentation, Wikis & Widgets, Blogs & Tweets: Defining User-Generated Content & Social Media.
For those in the room, we encourage you to leave your comments about the event in the comment section below, or contribute to the IAB Facebook page at www.facebook.com/iab. David Doty, our host for the day, just took the stage. I’ll be back in about an hour with our first update. Enjoy the show!