Preview: The State of Social Marketing

Posted by:
January 20, 2012 at 4:33 pm


“The State of Social Marketing” will look at current and future trends in social, and how companies can best utilize these trends for growth.  Brad McCarty, the North American editor of The Next Web, will give a 10 minute presentation on the three most essential changes in social marketing over the next year, and then a panel of marketing leaders will dissect his presentation, challenging him on any points of dissension.  Both companies and individuals who are looking to improve their social marketing strategies will benefit from this panel of award-winning marketers.

Brad McCarty

As an author on The Next Web, Brad McCarty writes blog posts that focus on startups and the future of social marketing.  His blog posts provide a range of information from the latest tech news to how businesses can best utilize social media, and everything in between. Follow Brad on Twitter for up-to-date technology and social marketing news.

Jascha Kaykas-Wolff works for Involver and oversees all of the marketing efforts, including strategy, branding, product marketing, advertising and social relations.  With his work with Involver, Kaykas-Wolff recognizes the impact of social for businesses today.  “Brands are held accountable for the content they create and the conversations that spawn from it. Social is driving changes to the entire marketing profession.”  Additionally, Kaykas-Wolff believes that social marketing has evolved over the past four years.  “Social marketing has grown into a ‘channel’ for investments.  The focus on investment, return and optimization have supported the growth of an ecosystem of software companies like hoot suite, buddy media, radian6 and Involver making investments in social marketing accountable to businesses.”

Joe Chernov is the VP of content marketing for Eloqua.   Eloqua automates the science of marketing by focusing on campaign execution, testing, measurement and prospect profiling, which allow marketers to acquire customers and devlop strong brands and creative campaigns.  In addition to being VP of content marketing, Chernov writes articles for Eloqua and blog entries on his own website.  Read this article about how Chernov and Eloqua create catchy content to drive sales.

Jesse Thomas is the founder of JESS3, a creative interactive agency that specializes in the art of data visualization.  He believes that “social marketing is critical for companies, because in front of our eyes people are spending more and more time online.”  Additionally, he emphasizes the importance of innovation in marketing.  “Creativity and innovation are critical to marketing and advertising.  As one brand tries something, their competitors start thinking about copying them and so on.  Technology in marketing is an arms race!”  Thomas attributes social marketing to “walking down a crowded public street that seems to go on for an eternity…A marketer must figure out how to make a sale in the middle of this great thriving main street.”  He speaks about some key changes in social marketing, including “group deals like groupon, group chat like beluga, geosocial marketing via Foursquare,” as well as “co-branded content via media partnerships like Vice and Intel Creators Project, and the gamification of experiences like mint.com.”

JESS3 created this neat video about how the Internet has grown and how much it is ingrained in all of our lives…

The State of The Internet

Ekaterina Walter is the social media strategist for Intel.  She spoke to thousands about how small-to-medium businesses can utilize social media to increase and engage customers.  Walter works closely with Intel’s corporate marketing group to provide a set of best practices and strategies.  Walter also writes her own blog, focusing on the impact of social on businesses.

Watch this interview with Ekaterina which explains how Intel utilizes social media…

Ekaterina Walter Interview

Follow Ekaterina on Twitter to get updated information.
Join us in March at SXSW Interactive for an in-depth look at the future of social marketing from these knowlegable panelists.

 

 


Preview – How Does SciFi Influence Our Future Cities?

Posted by:
March 5, 2011 at 7:49 pm


SWTSU JC Kellam 1983
Some questions don’t have immediately apparent answers, but are important because of the expanding array of open-ended questions that result from them.  Many who routinely deal with such topics are well-versed in rote knowledge and empirical data – but (perhaps even more importantly) they also act as facilitators for the fluid, polydirectional discussions of these topics.

Presenting for the first time at SXSWi, Dr. Joanna Guldi (Harvard Society of Fellows and Mellon Postdoctoral Fellow in Digital History) is one such facilitator.  She, Adam Greenfield (Managing Director of Urbanscale), and Igor Schwarzmann (Managing Director of Third Wave GmbH) will be bringing their engrossing discussion of the future to SXSWi 2011 under the heading “How Does SciFi Influence Our Future Cities?”

Heavy stuff, no doubt.  In a recent interview with Dr. Guldi, she provided additional insight into trends affecting the urban environments of the future.  With quotes too good to be subjected to journalistic butchery, here are her responses to a few of the questions presented:

Q: Does your personal view of future cities tend to be more utopian or more apocalyptic?

A: “The way we’re headed in North America doesn’t look that much different from the last two hundred years.  In Kansas City and San Francisco and Chicago and St. Louis, affluent whites are moving from the suburbs to the center of the city, remembering that it’s nice to walk to work, channel time to meditation, and know one’s neighbors.  Unfortunately, they’re also displacing poor ethnic populations to the edge of town, where the housing stock is less able to provide for many-person living arrangements, the sewers are out-of-date, and no public transportation exists to bring those folks to work.  The result is liable to be the same chronic divides of race and class that plagued the nineteenth and twentieth centuries — only worse, thanks to neoliberalism.  Imagine the consequences of no roads or schools in the vast wastelands of predominantly-minority Gary and Cleveland — we’re forming ghettos on the size of entire regions.  Those folks will migrate, like the survivors of Hurricane Katrina, to Chicago and Houston, where they will form enormous enclaves still underserved by infrastructure, schooling, the internet, and other public services.  It’s a tragedy for the masses, but it doesn’t look that different from the greater sweep of the last two hundred years.

Dr. Joanna Guldi

Dr. Joanna Guldi

“The real story — which for the moment is pretty dystopian — is staged in the global south.  As Mike Davis explains in his Planet of Slums (2006), some several thousand new cities without sewers, water, or roads have materialized over the last two decades of World Bank policy.  Those cities could well turn into slave-societies, hovering as they do on the brink of starvation and drought.

“There are exceptions to these stories in the model of Buenos Aires, a city that’s banded together around re-imagining entrepreneurship and participatory democracy.  It’s also possible that the land reform movements in countries like Brazil will succeed in bringing about a renegotiation of power that would totally reopen the question of who gets to participate in the design of city and the countryside — the crucial moment upon which all utopian imaginaries are built.”

Q: In reference to your topic, can past developments be used as a valid basis for predicting of future trends?

A: “Historians can’t predict everything, but we tend to do at least as well as futurologists — sometimes better.  Already in 1852, techno-utopians like Michael-Angelo Garvey theorized that the age of roads and rail would bring about the melding of minds and the ‘rise of a universal language.’  Present-day utopians like Ray Kurzweil innovate very little on these fantastic claims — the ‘universal medium of thought,’ the eternal reign of peace that follows — we’ve dreamed of it since steam-power.  Are we really moving forward as quickly as they say?  Kurzweil’s data comes from the Encyclopedia Britannica — he’s a pretty shoddy historian.  From the viewpoint of the historical professional, they might as well be placing a date on the return of Jesus Christ.

“The history of technology makes room for more modest and more definite patterns in the relationship of technology to life.  In the nineteenth century, when states began building roads and train-lines to serve domestic traffic, the issue of regional divides started to play an enormous role in political struggles.  Should the state use this technology to put poor people in the mountains on equal footing with rich folk in the city?  Britain thought so, because Adam Smith had shown that connective technology actually enhances the economic power of the nation as a whole.  As a result, Britain invented the first infrastructure state, employing civil engineers to connect rich folk and poor.  In the age of the internet, digital divides raise the same questions we faced with roads and rail.  Will the state step in to bring broadband to the ranch and the ghetto?  Will poor kids get ipads in their schools?  History predicts that this problem directly obstructs the wishes of would-be utopians.”

Q: Will the technological conveniences of future cities serve to foster dependence and helplessness of their residents?

A: “Well, not the ones I’d advocate.  I’m going to be speaking to some 20th-century utopian thinkers including John Boorman, Karl Schroeder, and Kenicho Yoshida who are in fact terribly concerned that we’re building a seeming techno-utopia of pleasure that has great costs.  They point to the ignorance and self-indulgence of a blind elite who profit off of the misery of laborers hidden just on the other side of an invisible border.

“None of that sounds very utopian to me. Perhaps a better model would foster curiosity and agency of individuals about the world around them — even to the end of constantly remaking the utopia.

“I can’t speak for Adam or Igor though — maybe they have some other utopias in mind!”

_______

Finally, a logical, rational discussion of what the future may hold.  When you attend this panel, remember to take a deep breath as you settle in.  You’ll be getting a truly intriguing glimpse into the future – from some of the topic’s most informed minds.

For more information about the presenters and their current projects, visit:

Jo Guldi at http://www.joguldi.com/

Igor Schwarzmann at http://thirdwaveberlin.com/ and http://www.cognitivecities.com/

Adam Greenfield at http://urbanscale.org/

… and be sure to watch for Dr. Guldi’s forthcoming book:  The Road to Rule (Harvard University Press, 2011).


Imagineering the Future

Posted by:
March 15, 2010 at 10:21 am


“It is 6a.m. and you are dreaming of electric sheep,” said Dan Willis, of SapientNitro.  In the imagined future, when one wakes up from dreamland, he or she will simply thrust a hand into the air and digital sensors will project onto the hand an assortment of information including time, weather, family vital information, and more.  You will know most everything you want to know as you get out of bed, before you get out of bed.

The digital future looks seamless for Tim Ruder of Perfect Market Inc, Nadya Direkova of Google (No link necessary.  If you can’t find Google don’t worry,  Google will find you.), and Chris Bishop of PBS Kids Interactive.

We are not so far from Star Trek

Willis’s job was simple:  organize a panel of with the simple task of imagining what the year 2015 would be like in terms of how the digital world would be incorporated into our every day lives.  Our digital future, as imagined by our panelists lies somewhere between Star Trek and 1984 (only a happy version) with portable information devices that offer easy access to all sorts of information.

Although innovations had mainly to do with access to information, there were some instant creation devices, such as Direkova’s machine that will create custom fit, recyclable clothing designed to fit as you scan a device that contains all your measurements.  In minutes, a garment is created for you.  At a later time, you can return the garment to the machine and it will be broken down and recycled.

These innovations are spin-offs however, of what our culture has been producing, or imagining, for quite some time.  Willis reminds us that our culture, specifically our cinema (hence the Star Trek reference), and our innovative reality often mirror each other while consistently returning to the same ideas.  Star Trek’s communicator, and subsequent versions throughout films reflect our modern cell phones, which will eventually be devices that connect us will all sorts of immediate information.

One of the more interesting imagined innovations and possible uses for the flat screen.  The “looking glass”, as Ruder calls it,  is a simple transparent screen allows one to gather information about whatever is being looked though the glass.  Ruder imagines a future where copious amounts of information will be organized so well, that access will be easily available at any moment.  Is that an encyclopedia in your pocket?

The "Looking Glass" allows one to immediately access information just by "aiming".

This figment of innovation will also allow one to be able to “look” down the street, gather information about the restaurants, shops, hours, and will let you know if any contacts or “friends” are nearby.

These dreams are not so far off.  These technologies have lived in our imaginations for decades.  People are already finding practical uses for flat screens, and even dreaming up screens that can bend (check out LivingMagazine as a side note)!

The “imagineers” collectively predict that most surfaces will eventually become screens, but that life will not be very different, save the details.  Most portable devices will serve as a, “stitching device, rather than multi-fuction device,” said Willis.


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