Tagged social media

Browsing all posts tagged with social media

August 8, 2011
By Simren Deogun
No comment
in Digital, Strategy, Technology

Questioning the Sustainability of Social Media

I've been contemplating this for about a month now. Wondering -- through all the very many nooks and crannies of my mind (and there are a lot!) -- whether or not social media in all its vastness is sustainable.

When I speak about sustainability, I am focusing in on two particular areas. One is the sustainability of the medium as an effective marketing channel and how it fits into a successful marketing strategy. The second looks at social media as a career choice.

I'll admit I follow LinkedIn Jobs, job boards, and communities -- it gives me a sense of what organizations consider important and relevant in today's business world. How do marketing jobs fare? Is there a particular skew in speciality? In what areas are companies looking to hire most?

Inevitably, the trend I've witnessed has been the growth of what is now coined the 'Social Media Bubble'. And I will contend that it is, in fact, a bubble.

From tweets to LinkedIn postings to emails in my inbox, for the past 12 months in particular, there has been a noted influx in demand for social media specialists, gurus and wizards! (Clearly, these companies don't realize that none of these individuals actually exist!)

But it sparked a question in my mind. As a member of the marketing -- and specifically these days the digital marketing -- community, is a job or career choice in social media a smart one?

My gut says NO. My instincts tell me that the bubble is real, that we, as marketers and consumers, are inextricably drawn to this massive, online, social media sub-world that is driven predominantly by a false sense of connection and community. Is that a harsh analysis? Most definitely! But, if we're being honest, very few individuals and businesses are doing it right or well.

The recent downturn in the American economy and its rather scary global market implications hint at a second recession. It's the last thing anyone wants. But I can't help having the feeling that if it were reality, social media would be the first thing to go.

It's risky and unpredictable. It's new and modern. It's a mix of controlled knowledge and an uncontrollable environment.

What all this points to is the crux of my post -- is social media our marketing saviour or does it lack the staying power to sustain itself well into the future?

People are bandwagon-jumpers. We love our trends and fads. We can't help it! But as a marketer I struggle with social media and how it fits into the mix. I cannot say I'm completely sold. And maybe that's something the Google Pluses of the world (and any other new social up-and-comers) need to keep in mind: the pitch phase hasn't ended yet, each and every one of them still has to convince me why it's worth my time -- professionally and personally.

And, on top of that, the industry needs to keep that bubble from bursting.

July 12, 2011
By Simren Deogun
No comment
in Digital, Social Media, Technology

Google+: Is It the People’s Social Network?

Are you walking the halls at work wondering why people keep saying Google wrong by adding a "plus" at the end? Have you found yourself without anyone to chat with on Facebook in the last week? Is your Twitter stream looking a little sparse lately?

Your coworkers, friends and twitterers might be suffering from "G+ Syndrome". Let me explain...

Google recently announced another attempt to get social networking right with the introduction (via limited test invite only) of Google+: its real-life sharing project.

With a number of failed attempts laying shame to the Google superpower, Google+ aims to forget the days of Wave (and if we're lucky Buzz!).

Early adoption (though limited with an invite-only model) has been phenomenal, with numbers of 10-20 million users floating about! Can this be an indicator that Google has finally gotten it right? Or is it simply a reflection of a tech-savvier conglomerate that's willing to jump the gun to try something new and shiny online?

So who gives a flying squirrel about Google+? Why should you spread yourself even thinner and add yet another social network to your roster? Honestly, I don't know! I'm not particularly partial to learning a whole new interface, a new way of sharing, a new way of connecting online. There's a theme here: it's reinvention. Reinventing what you already do online (surf, share, connect) to make it easier, funner, cooler! But I imagine Google wouldn't call it reinvention, they'd call it rethinking or retooling -- a simpler way to take your life and transpose it online.

I'm a digital nut -- it's what I live and breathe. So I got a little giddy at the clean interface and the "fancy" terminology: Hangouts, Sparks and Circles, oh my. Though, admittedly, it sounds like I'm in a kindergarten classroom and we're about to learn how to colour in the lines!

And yet with all its innovation (and, yes, I do believe it to be innovative) and the perfect positioning of making the network "you-focused", I still wonder the same question I've always struggled with when it comes to social media and social networks: How will it all come together?

Do I now have to choose between a Google+ post, a Facebook post, a Twitter update and a LinkedIn status change? Does each get its own dedicated time slot in my already filled-to-the-brim day? Do I pick one or two and say screw the rest? Or do I find that perfect aggregator that lets me manage them all, making my life easier, but ultimately diminishes the real value of each network itself?

Where I think Google will succeed is with sharing, conversation and engagement. It's easy to +1 something or share a great news story, funny pic or blog post. It's easy for me to make a comment on another's post and build a relationship. It's easy to get involved. For whatever reason, it feels comfortable. And comfort is not easy to create online.

I'm rooting for Google -- they may just have something here.

January 3, 2011
By Simren Deogun
1 Comment
in Business, Thoughts

Did Your 2010 Marketing Predictions Come True?

In January 2010, I made my first set of predictions on what the year would hold for the 'wonderful world of marketing' (a la Disney!). Read my 2010 predictions post here.

I wanted to take this opportunity to review how wrong I was -- and in some instances right!

2010 Prediction Review

1. Social Media Integration
VERDICT: True
WHAT HAPPENED: Facebook, Twitter, LinkedIn, YouTube. Now add Foursquare, mobile applications, QR codes and Groupon. Marketing campaigns strived to integrate across the board digitally.
FUTURE: Is 2011 the year when businesses start taking social media seriously?

2. Social Media Failure
VERICT: False (Somewhat)
WHAT HAPPENED: Facebook grew exponentially by being the most visited site on the Internet passing Google, fuelled by the widespread adoption of Login and Like Buttons, reaching over 500 million users, and the introduction of Single Sign-on. Twitter continued to hold steady with increased funding, an influx of 100 millions users in 2010 and a new interface. LinkedIn remains a constant in the social media game, and quite depressingly added a 'Share' button. Foursquare -- the biggest trend (dare I say) of the year -- looks like it might just flop after all.
FUTURE: Will anyone really care about LBS-based apps? Will Twitter be able to sustain its social viability for another 12 months?

3. The Next Google
VERDICT: False (Maybe a bit early for this prediction)
WHAT HAPPENED: Launch of Google Instant. Launch of the Google eBookstore. Facebook became more 'popular' than Google. Chrome continues to rule. Buzz and Wave fall flat.
FUTURE: Is Google becoming too big? Is Google too diversified?

4. Content Ownership
VERDICT: False (Too early again)
WHAT HAPPENED: Web 2.0, though ancient in digital years, is still a learning curve for many. With social media as the major distraction of 2010, content licensing never became a real legal concern. And then there is the prickly issue of what kind of content -- blog, video, social, etc.
FUTURE: Will it take until Web 3.0 to push for stricter content regulations online?

5. Mobile Marketing
VERDICT: True
WHAT HAPPENED: Apple stays in strong contention with its massive media-hog, iPhone 4, survives Antennagate, goes ape for iAds and revolutionizes yet another market with iPad. Google's Android beats iPhone in growth and hits it big with HTC and Samsung. BlackBerry goes Torch with lacklustre results but keeps interest piqued with PlayBook announcement. Oh, and Microsoft releases Windows Phone 7.
FUTURE: As mobile continues to grow, how will marketers use this new platform to reach their audience outside of display ads?

6. Conversation Conversion
VERDICT: True
WHAT HAPPENED: Have a look at number 1 and 2. Social media integration was big and it will continue to grow, businesses became savvier with tracking and measuring and they will continue to get savvier, and marketers worked to capture data and keep the conversation going even after a visitor hit their landing page.
FUTURE: How will marketers respond to the overwhelming demands of social media and keep the conversation simple and relevant?

7. Video and, of course, YouTube
VERDICT: True
WHAT HAPPENED: YouTube is THE place for video and has become synonymous with viral. Viral is not something you can strategize and you certainly shouldn't try. Everyone loves video and they REALLY loved YouTube in 2010 with over 700 Billion videos viewed!
FUTURE: Will YouTube streamline its advertising options? Can the YouTube Brand channel become more flexible to marketers (think Facebook Pages and Apps)?

8. AdWords are Dead
VERDICT: False
WHAT HAPPENED: AdWords is the word in online advertising. Brand integrity, loyalty and first-entry advantage. 2010 did not dispel any of this.
FUTURE: Will Facebook ads become a more viable, easier-to-use and more fruitful alternative to Google's AdWords?

9. Traditional Marketing Continues to Endure A Painful Death
VERDICT: True & False
WHAT HAPPENED: Publishing continues to suffer, as do Print ads what with carrying a heftier price tag when compared to digital offerings. TV, Radio, Direct and the like continue on ... though perhaps on eggshells.
FUTURE: Can 'integration' of online and offline truly be the overarching marketing theme for 2011?

10. Web 3.0
VERDICT: False
WHAT HAPPENED: Web 2.0 lives on with the help of social media.
FUTURE: Maybe 2012, 2015 or 2020. "Web 3.0 is coming around the mountain ... Web 3.0 will be trying to make the web personal period. Personified by the ongoing, never-ending conversation between customer and provider, the intelligence of the web, and the ultimate in personalization and customization."

What do you think 2011 be like?

November 14, 2010
By Simren Deogun
1 Comment
in Digital, Resources, Social Media

RockMelt: A Social Browser Learning To Walk

This past week saw the infectious rise of RockMelt, a new social browser built on Google's open-source Chromium browser platform. It offers all the regular browser functionality of Google Chrome (and its competitors) except with the addition of side panes that instantly connect you to your desired social networks.

The primary caveat is that you are required to have an active Facebook account to even get your foot through the door. To begin using RockMelt, you must login with your Facebook credentials; pictured right are all the fanciful permissions RockMelt insists you 'allow' for its use. An immediate turn-off for me!

But, nevertheless, I conceded being the digital nerd that I am -- under different circumstances though, the result may have not been the same, after all, my Facebook account is very personal to me. Just something to think about, RockMelt.

The heavy reliance on Facebook integration clearly defines (what at least RockMelt perceives to be) the hub of social connectivity on the web today: It's Facebook or bust.

RockMelt is smart to offer quick and easy access to any social network of your choice, including Twitter and WordPress.

I was excited to try RockMelt, having searched extensively for that all-in-one social aggregator. I was always left disappointed, in some instances there weren't enough features or maybe too many or I didn't have enough control. And yet, when my Twitter stream lit up with innumerable mentions of RockMelt, a pang of hope resonated inside of me.

In these first few days of use, disappointment has seemed inevitable. Built on Chromium, RockMelt lacks a unique and consistent design for its UI, it feels more like pieces of a puzzle forced together as opposed to ones that naturally fit. The side panes offer extensive possibility, but with the whole left pane dedicated solely to Facebook, I was left feeling cramped.

There is something also unbelievably unintuitive about the whole thing that I just can't seem to get over. To post a new tweet or status or the like, I have to use the left pane where my Facebook profile lives, input the content and select the relevant network. However, updates to my Twitter stream (and other networks) are viewed on the right. Why isn't it all in one place? Why can't I view and update Twitter in the same pane? Yikes.

I can't help but think that much of the marketing and buzz propelling RockMelt into the media forefront is predominantly two-fold. One, that it is much of a novelty product with little competition (despite a lacklustre predecessor in Flock). And two, that it is mysterious. Just ask Sally Hogshead, and she'll tell you mystery falls under "mystique" -- one of her seven triggers of fascination.

And so the public is fascinated, but admittedly not impressed.

I contend that any individual social network does a much better job presenting to and handling its audience, from Facebook's standalone experience to Twitter's new two-column interface and its bevy of amazing third-party managers (including Hootsuite and Seesmic).

RockMelt is a step in the right direction for the digital landscape, especially when it comes to "social aggregation" and target marketing. But it doesn't feel right yet, call it intuition or foolishness but I imagine something is on the brink of exploding, and RockMelt just might be the stepping stone to achieve that.

March 28, 2010
By Simren Deogun
2 Comments
in Campaigns, Digital, Non-profits

Pepsi Refresh Project Impresses

With grants ranging from $5,000 to $250,000, the Pepsi Refresh Project invigorates the world of giving with its user-driven philanthropic social media project.

You (any member of the social community) submit an idea of someone or something that deserves to be awarded one of the above grants in any of the following categories: Health, Arts & Culture, Food & Shelter, The Planet, Neighbourhoods, and Education. And then the community votes, picking its favourites. There are guidelines to how the Refresh Project works, though it is limited to the United States (which is the most glaring upset of the project), it is still a worthy and "refreshing" initiative.

$1.3 million dollars given away every month. Given to companies, non-profits, causes, and individuals who need it. It is high-level giving supported by a high-level brand. Admittedly, the non-profit world isn't always backed with shiny brands, fancy websites, and millions to give, but I think what Pepsi has done successfully is emphasizing a side of philanthropy that moves beyond Give-and-Forget.

Pepsi has given us a great example of a wonderful cause launched by a company where profits are the bottom line (if we're being honest). But under all the glitz is Corporate Giving powered by a global brand and made possible by social media, Pepsi seems to have done it right.

The website is impeccable. From its bright and welcoming design to its innovative, multi-tier navigation, my marketing brain is all aflutter.

I'm endeared by this growing concept of "Social Giving", by no means new, but certainly (and finally) finding its way into the well-deserved limelight.

P.S. I don't even drink Pepsi. Sorry, PepsiCo. But, maybe, I'll reconsider. Having a heart does count for something in marketing.

February 21, 2010
By Simren Deogun
5 Comments
in Digital, Events, News

PodCamp Toronto 2010 In Review

PodCamp Toronto 2010, a new media unconference, brought together a bevy of like-minded social media and tech geeks, entrepreneurs, experts and amateurs.

I attended six sessions: 3 were Priceless and 3 Less than Lukewarm, my reviews follow:

ePress Kits for Podcasters, Web Owners & Social Media Users -- Julia Hidy

From the title alone, Julia's sessions sounded extremely insightful. All about how a marketer, a PR agent, or any entrepreneur on the street could create a complete press kit to bring a stronger voice either to themselves or to the organization for which they work.

Julia's an author, multimedia producer and overall PR guru but her talk was rushed (due to time and lack of organization) and her insight vastly lacking. I could see the golden morsels underneath the sporadic switching between pages in her PDF document/presentation. The saving grace of her session was the "one sheet." For both those who did and didn't know about it, Julia exclaimed its importance, versatility, and possibility as an interactive piece of content.

You can request Julia Hidy's presentation here. Follow Julia on Twitter, @juliahidy

How and Why to Tell Great Stories -- Mark Evans

Julia Hidy's uninspiring glance into ePress Kits certainly left me wanting, and Mark Evans was able to fulfill that need. A tech reporter, social media expert, PR rep and blogger since 1994, Mark Evans delved into the ever-current and ever-popular subject of storytelling.

When I think stories, I think Godin or Jobs. Mark certainly agreed by setting the tone for his session with a snippet from Steve Job's presentation introducing the iPhone. I enjoyed Mark's candour and personality and how he cultivated the energy in the room with his own storytelling.

The best takeaway would have to be his recipe for a GOOD STORY: Interesting, Educational, Engaging, Entertaining, Informative and Authentic. Too bad they all start with vowels or else we would've had a new acronym on our hands!

Follow Mark on Twitter, @markevans

Crowdsourcing Volunteer Technical Communities with Crisis Commons -- Panel

An odd, supposedly panel-formatted presentation with little focus and direction, Crisis Commons failed to capture me both emotionally and mentally.

They attempted to tell (or prove to?) me the efforts and strides they've made through the employment of social media to "spread the word" and "help Haiti" and "connect with traditional media". At the end of it, I was left thoroughly confused and most disappointingly uninspired.

Follow CrisisCommons on Twitter, @crisiscommons, and/or CrisisCamp, @crisiscamp.

The business of online communities for women -- Panel featuring Erica Ehm, Kim Vallee and Eden Spodek

An all female panel showed tremendous promise. Following the Crisis Commons debacle, a strong feminist (though not exclusionary) outlook on media and business was what I needed. I did't get it.

It felt more like a Yummy Mummy Club promo tour led by Erica Ehm than a serious exposition on female communities and their impact on social media. One questioner explained that Erica's Club gave her a voice which she could not have found otherwise. A second questioner, while postulating on the difficulties of using WordPress, exclaimed mid-sentence that she was single and wasn't fortunate enough to have a techie husband like Kim Vallee. Oh, despair.

These remarks, among others, left a distinct and sour taste in my mouth. Women should be, and are, proud, powerful, influential and smart. What's remarkably unbearable to watch is the dismantling of this truth with the ignorant and unaware.

The session was poignantly concluded with Erica Ehm's assertion that "Most women have blogs, you know."

Techvibes.com - Creating a Toronto Community -- Karim Kanji

Thank goodness for Karim Kanji's powerful wit and perfectly placed "right ons" throughout his presentation. Thank goodness for his authenticity and his unabashed admittance of not knowing it all and being more than willing to learn.

Karim was there to tell his story more than anything else. Though the title of the session is vastly misleading because he wasn't there to tell you how to create a community but rather explain his personal journey to develop a brand and a community of his own.

A writer for Techvibes.com, Karim used to write 3 posts a day and had managed in the first half of January to publish more than 70 posts! I asked if he every slept and he responded jovially with a sly smile, "Yea, I sleep everyday." 'How much' should've been my next question.

He started off not as a writer or a geek or a techie but as someone who wanted to change and possibly make change. He made mistakes (probably still does) and has learned from them all. Speaking is his thing, I hope he knows it.

Follow Karim on Twitter, @karimkanji.

Applied Communilytics (In a Nutshell) -- Sean Power

Sean Power was brilliant even without a working slide deck! The smartest of all the speakers I encountered at PodCamp, a true expert and powerhouse when it comes to communilytics (community + analytics).

He was energized and equipped with a strong voice that was unfortunately heard by only a few at the final session of the day. My favourite tidbit was his pronouncement after citing his third list, "I love lists!" 4 types of sites. 8 types of media. 4 types of goals. There's much more in his funnel than he explained, but the knowledge that he has is what all organizations are looking for right now. To explain, implement, optimize, and measure media/online/community etc.

Powerful content and I only wish I had more. Sean's presentation is available here. His book, Complete Web Monitoring, written with Alistair Croll, available here. Both of which I think I'll be reading and then re-reading!

Follow Sean on Twitter, @seanpower.

Thanks PodCamp for an all-round exciting, entertaining, and albeit tiring event!

February 17, 2010
By Simren Deogun
No comment
in Business, Digital, News

Google Buzz Or Microsoft Outlook Social Connector

What is Google Buzz?

Google Buzz is a social media sharing experience inside of Gmail, which includes public or private sharing, inbox integration, photo-friendly sharing, connectivity to Twitter, Picasa, Flickr and Reader, real-time updates, and delivery of content based on Google's recommendations.

What is Microsoft Outlook Social Connector?

On the flip side, Microsoft Outlook plans to roll out a bevy of social media integration options with its 2010 Outlook Social Connector (OSC) release. As reported by Mashable, the OSC will include integration with Facebook, LinkedIn, and MySpace with, I'm sure, more options on the horizon to be announced.

Buzz vs. OSC

Google Buzz isn't worth the time and it will add the most value for those heavy Gmail users (that use Gmail as a primary email client and/or are working in the client for multiple hours a day). For those high-level users of Gmail, Buzz can offer the advantage of a single-stop, integrated experience.

In order for this integrated experience to be truly representative of the current social media landscape, it would require the inclusion of Twitter, Facebook, LinkedIn, Digg, and all of the other major players. What this creates is a feed system (much like Google Reader) that aggregates ALL, not some, of the social media content being made available by those you want to follow.

Microsoft Outlook Social Connector wins (despite the poor branding). That is, they win if Buzz is unable to secure the same big names (and I mean all the big names) to integrate with what should be the ultimate aggregated social experience.

Microsoft Outlook owns market share at 39% as the primary email client of choice. Gmail trails in with a much lower 5.5%. In a business environment, Outlooks is critical to almost all work-related tasks. It is the core communication point for internal and external communications. Employees are immersed in it for at least 8 hours a day. An integrated social media experience within the primary email client of choice is a marriage for success.

The disadvantage for both OSC and Buzz in a work setting is productivity. If OSC secures Twitter alongside the others, then it poses a significant threat to worker productivity what with the number of distractions suddenly multiplying exponentially. Gmail, also used within work settings, poses the same problem with Buzz.

Employers could, of course, prohibit usage of these services but we all know the social clients mentioned above are just a click away in any web browser.

Are either of these social media integrators worth your time? Do you immediately have preference for one over the other simply based on brand and experience?

What I think the most pertinent question to be asking is: Will this equation of Email+Social be the next phase with social media or will an unknown third-party, comprehensive social media aggregator eclipse Google and Microsoft?

February 14, 2010
By Simren Deogun
1 Comment
in News

The Twitter Experiment | SimrenDeogun

It's no secret that I haven't been a fan of Twitter in the past, just read this if you want to know why I haven't been using it.

I've called it a fad, a distraction, and an unworthy investment of my time. But, I can admit that I have said all this without giving it a fair shot. This blog just celebrated its one year anniversary and this post is number 100! A couple of really great milestones and also a really great opportunity to try and prove myself wrong.

So, I've joined Twitter (again!). Though the first time was an indubitable failure!

Why I've Taken the Twitter Dive
When I first encountered Twitter, about a year and a half ago, its promise as a professional and marketing tool was as yet undiscovered. Even today, businesses are confused and distraught over how to use Twitter effectively, how to measure ROI, and how to engage in social networking as a whole.

Reality dictates though that businesses (and marketers like myself) can no longer ignore the growing prevalence of social media, including Twitter, despite how fleeting its impact.

Here enters The Twitter Experiment. Join. Start Tweeting. Integrate Twitter across my blog, LinkedIn, Google Buzz, and also a dash of Facebook. And let us see if I can validate Twitter as a tool for professional networking, knowledge sharing and brand building.

This blog has already received its necessary facelift to accommodate this exciting new foray into the twittering world and I hope you'll join in.

Measuring the Success of "SimrenDeogun"
Joining and tweeting is the easy part. But a large part of this experiment will be proving that measuring the success of my Twitter account is also easy.

The commonly shared perception is that Twitter (and other related social media outlets) are difficult to measure. We can't track progress. We don't know how to integrate it into the funnel. We don't understand how to measure key factors such as ROI and ROE.

I don't have the answers. YET. But I will. And to help, I've chosen the following (recommended) third-party applications to measure and analyze the perceived success of #SimrenDeogun:

Twinfluence
Twitalyzer
Trendistic
TweetEffect
HootSuite

With time, I also hope to write reviews that offer insight into these and other tools to assist you in your social media efforts.

The Timeline
I've set a preliminary timeline of cornerstone points of measurement beginning with the 1 month mark followed by 3 months and then 6 months. At each point, I will analyze, with the aid of the above tools and my own marketing knowledge, how Twitter has developed, grown, and proven either beneficial or detrimental.

As I learn more about Twitter and its usage patterns, these timelines will surely change. However, at the core of this experiment is to provide quantitative and qualitative data on how Twitter can be used as a part of marketing, to build my personal brand and to enhance the following of this blog.

Follow Me
So, are you following me yet?
Please do.
I won't take no for an answer!
But, I will return the favour.

January 24, 2010
By Simren Deogun
No comment
in Digital, Resources

Gist: A New Online Connectivity Tool

In Gist's own words, it

helps you build stronger relationships by connecting the inbox to the web to provide business-critical information about the people and companies that matter most.

In my words, Gist consolidates your inbox with online connections and information.

Think: Gist = Inbox + Social Media (+ News).

The whole concept of Gist revolves around aggregating information and churning it through a process of organization and prioritization, as founder T.A. McCann describes in this intreview featured on The Rise to the Top. The result is meant to automate the process of siphoning through relevant contact information (and any relevant data available online related to those contacts) and provide the user with the ultimate knowledge for any given contact.

Here is my current dashboard on Gist:

On the left, a list of my contacts. In the center, a "live feed" filtering social media, RSS and other news updates. And to the right, more clutter that I have yet to add to.

The inherent problem with this dashboard is its glaring inability to focus my attention and effectively deliver information with clarity. I see a lot of content -- some of which, I am sure, is highly important -- but all of which is lost in an unintuitive design.

Here is a view of my "profile" page:

The above page gives you a look at the type of information you would be able to retrieve about one of your contacts. You see all my links, related search results found in Google, a What's New section gathering information from various feeds, and a plethora of many more goodies.

I can publicize a limited version of my profile for all to see but otherwise a personal connection is required. But the catch here is that most of the information in the profile was added by me barring the search results. So, the point is that the usefulness of this application is heavily dependent on what I already know about another person. Not as intuitive as I would like!

So, maybe you've heard of Xobni. No?

How about LinkedIn or Salesforce? I'm getting there now, right.

If still not, then I'm certain you know Outlook (Exchange) and Google.

Gist is aiming to bridge the gap between these services. A one-stop-shop connectivity and productivity tool to offer you the best of all available information.

The concept -- born out of Web 3.0 -- is intriguing but right now it definitely screams "beta". I can't definitively say yet if I can use this tool to my advantage but I will continue experimenting.

What I do see is that Gist seems to have the idea but not the execution. Now we wait. Wait for information consolidation, control and personalization -- i.e. the future.

January 3, 2010
By Simren Deogun
2 Comments
in Business

What Does 2010 Hold for Marketing?

Here's my Top 10 for 2010:

1. Social Media Integration - In '09 we saw Twitter and LinkedIn join forces (which has actually had a lacklustre outcome). We'll see more of this integration across the board, with Facebook Connect becoming more popular and social media outlets needing to ensure longevity, watch for some more widespread integration and collaboration. Plus, and I'm throwing it under this heading, businesses will be forced to learn how to really measure social media, pre- and post-launch. (How does that well-formed social media relationship impact conversions?)

2. Social Media Failure - At some point, one of the major social media forums has to fall. It's inevitable that the novelty of one service will prove to be a fad. I think Twitter should be scared because it won't be long until a new, more creative way to communicate is unveiled.

3. The Next Google - Google's afraid to acknowledge the pink elephant in the room because that unclaimed elephant wants a share of Google's pie. The only question: is it one of those cute harmless fluffy ones or is it one that will stomp Google away like Bing tried but failed to do?

4. Content Ownership - Search engines have access to all content on the web like pickpockets taking whatever they please. Organizations and people will begin demanding ownership of content and restricting its availability. This leads to a not-so-pretty road of licensing content online.

5. Mobile Marketing - The as-of-yet barely touched mobile world of marketing is set to explode. With display ads making barely a splash, watch for market leaders to use social media, the internet in general and SMS/MMS to talk to their targets via their mobile device. Let's call it "new-school push marketing".

6. Conversation Conversion - They're tweeting the hell out of you, your Facebook page is 'fanned' up, blogs are lighting up your site with inbound links but you keep wondering where the conversions are. Time for those B2Bs in particular to be more proactive about communicating with prospects -- live communication online and offline. Think live chat, follow-up calls, immediate data capture.

7. Video and, of course, YouTube - I'm a little sick of hearing about YouTube but it's not going away. It was the first to successfully bring video sharing with ease of use to the masses. The power now lies within the 90-second spot (especially for businesses). It's essentially a cheap TV commercial with a longer runtime. Use videos as attention-grabbers online and to instigate viral heaven aka word-of-mouth.

8. AdWords are Dead - More my pipe dream than anything close to reality. AdWords are the reason Google makes the big bucks but, for many businesses, they are a waste of money. Building search visibility, reputability and recognition naturally means paying attention to your online presence. Take the thousands of dollars you're spending on AdWords every month and hold an event instead.

9. Traditional Marketing Continues to Endure A Painful Death - Saying goodbye to print, direct, radio and TV (among others) has been difficult. Everyone's spending less and will continue to do so over the next year. A resurgence will occur in these mediums once marketers realize that it's the whole package NOT just online that will reap them the more extravagant benefits.

10. Web 3.0 - Maybe 2010, 2012 or 2015. Web 3.0 is coming around the mountain. HP's trying to make the computer personal again, Web 3.0 will be trying to make the web personal period. Personified by the ongoing, never-ending conversation between customer and provider, the intelligence of the web, and the ultimate in personalization and customization. See labnol.org for more.

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