http://www.zadby.com: Video advertising platform
http://www.mobileposse.com: Puts ads on idle cell phone screens
http://www.zadby.com: Video advertising platform
http://www.mobileposse.com: Puts ads on idle cell phone screens
Pith load from panel on creativity
“Creativity is not being a designer or programming, it’s the ability to solve a problem.”
Joanna Champagne, National Gallery of Art, on government use of social media
In process of expanding digital programs. Why not still use the “best architects” in the digital program? We want a website that does the same thing.
Must be true to the spirit of our founding…Andrew Mellon! How do we make the digital world that’s. . .as solid and fundamental? He said: “This is a new relationship between paint and stone.” We want to give the gift again in the digital world.
Website hasn’t been touched in 10 years. How to be true to the mission in the digital environment? Ideas:
Pilot and Play. It opens doors, sounds unthreatening.
Launched a mobile tool, a cellphone tour, to learn where the audience is geographically–and to provide a remote way to tour the museum. “Endears” people to the collection.
Example two: Interactive tables–touchscreen in the midst of the exhibition hall.
Iterate until you have enough successes to win support.
Be Yourself Online. Even for government organizations.
Postal service site is “gorgeous,” partnered with John Adams and Star Wars. Department of Education also very good. “Improve morale” as image of agency is transformed via consumer-facing web.
Leave the Building. Hard to get outside the office.
Put reprints outside on walls to literally get out of building.
Use Facebook. So many museum sites on Facebook–it’s become a forum for museum insiders to connect and share good ideas.
Nick Law, Creativity in the Digital Age
Two examples of leveraging user involvement with technology to elevate the brand experience.
NikeID.com: User-generated shoes, online. Not a matter of art director and copy writer going off somewhere. It’s about creating an interface–needs to be emotional, have brand texture to it.
NikePlus: Links music [iPod], athletics [running], technology [sensor in shoe] and social community [web interface for events, personal information, real-time dialog, sharing information, post-race creativity]. 780,000 ran a 10k with NikePlus, linking this all.
Ripe quotes from Brian Williams, Viget Labs
“Your product is your marketing campaign.” For instance: Google, iPhone
Your business, whether you like it or not, is accessible, transparent, and authentic. Even if the only presence on the web is from a disgruntled employee from two years ago–that’s your business.
How to get aboard? Unleash your inner geek: Just jump on, sign up for Twitter. It’s changing constantly. But at least you need to understand what this space is like.
For businesses, “De-specialize.” Everybody needs to participate in social engagement online.
From John Bell, Ogilvy PR, 360 degree Digital Experience
“The Attention Crash”–people fatigued by new, multiple technologies. How do you drink from the firehose without drowning? Give yourself a certain amount of time each week for experimentation.
Need for constant, fast internal training. Things move so fast it has to be regular. [Now trying “Yammer,” Twitter for the enterprise.]
I had a chance to ask Leonsis a couple of questions:
How can the social web help during the current economic crisis?
His new investment, Revolution Money, will reduce the “tax” consumers have paid for credit card use. Merchants will be charged .5 percent per transaction. This smaller tax will be passed along to consumers, but it’s far less.
How can the social web help folks on the ground who are scared and in economic peril?
The startup costs of new businesses have plunged–the “eBay economy.” He points to the host’s $9 cufflinks made by a jeweler in England who can find customers overseas. Millions of people can start businesses, some of which can become big businesses.
Liveblog from Interact08
Opening session: “Shift Happens,” by Ted Leonsis, vice-chairman emeritus AOL, sage, sports franchise co-owner–all around investor, booster and mentor to many web startups. Said to have coined the phrase “new media” [fact-check that one].
Consumer currently feels “shattered”–in New York last week, it felt to him “like the week after 9/11”
Presidential race is a “turning point” for the integration of Web 2.0
New products, etc. need to be created for 3-screens
How consumers consume: Free, on-demand, mashed up, shared, raw and authentic.
“Our children are growing up in a world where free is better than paid.” Pay-based businesses will “die.”
“People ask me, ‘Where are your people?’ I don’t have people.” Part of being “authentic,” people can smell b.s. a mile away.”
Globalization: We don’t know how to translate international uniques into currency. [Chinese will develop 300,000 math PhDs this year. We’ll graduate 20,000. Marketing is increasingly for math majors. What does this mean to U.S. business?]
What do consumers give you? Money, time, pixels. You need to think in terms of those currencies.
“Ted’s Take”: I blog every day. I don’t like it anymore when people type my name into Google and see the first thing that comes up is a bad [Washington Post] article. My content is now at the top. “It’s important you take control of” your search results.
How this is blurring work and pleasure: A worker arrives at the office and logs first into fantasy football on Monday a.m., yet handled 300 e-mails on Sunday.
Discusses “filmanthropy“–movies with messages, creating a second bottom line. Just launched snagfilms.com, in partnership with Clearspring [in which he invests]. Cuts films into film widgets–now 61 million views. In U.S., there are 500 indie theaters; we have 12,000 virtual theaters.
The Internet is powerful because it enhances all of the following. It’s what all my businesses are designed around.
- relationships in communities of interest
- giving back
- pursuing a higher calling
I admit I’ve developed fairly low expectations of web 2.0 conferences. At this point, I consider them a success if:
And so I’m pleased to report that by these standards the Tech Council of Maryland’s “Growing Your Business Through Social Media” meeting was a smashing success.
As is usually the case, the crowd was teeming with fear and hope about the social web, and eager to learn more. As usual, the panelists recommended various degrees of engagement and caution. There was plenty of coffee and free wireless.
Here are my three takeaway nuggets:
Nugget No. 1: Regarding those who wish to use social media to promote themselves as thought leaders, Mark Hausman, President & CEO of Strategic Communications Group, issued this unsettlingly insightful remark: “If you want to be a thought leader, you need to have some thoughts.” You could almost hear the deflation in the crowd.
Nugget No. 2: Regarding those paralyzed by legal ramifications of the social web, Shashi Bellamkonda, Social Media Swami of Network Solutions, offered this simple piece of wisdom: “Take your lawyer to lunch.” [Yes, Bellamkonda’s official title is Social Media Swami. I’m guessing if he gets promoted it would be to Boddhisatva, but I’m not very good with org charts.]
Nugget No. 3: None of the panelists or audience members reported having any staff devoted exclusively to social media. Usually the responsibilities for maintaining blogs and discussion boards, working Facebook and LinkedIn for intel and monitoring the social web fell to 2 or 3 people in various departments, who do it essentially on time carved from the rest of their duties. Which is to say: For now, in most of corporate America, the social web is still treated like the idiot bastard stepchild of the communications/marketing/customer service/strategy functions.
Bonus Nugget No. 4! Jeremy Epstein, who did the keynote, is really smart and funny about this stuff. Subscribe to his Igniting the Revolution blog if you don’t believe me. His idea of “tribal marketing,” and how he used it to promote a funky post-careerist-era book by Daniel Pink, is a great illustration.
Fascinating story in the Washington Post yesterday [I still get the Sunday “hard copy” of the newspaper] about a Washington, D.C. group that is crowdsourcing a new restaurant.
Web 2.know-it-alls may sniff at calling this project “crowdsourcing” at all. But it’s an effort to harvest the best ideas of a group of enthusiasts and build a restaurant based on all that group input. The article claims it’s the first use of the crowdsourcing technique to build a restaurant. [I did a Google search and by that undependable measure the claim appears to be true.]
Linda Welch, 49, a serial entrepreneur, had gathered 386 Elements community members who have, the article reports, “helped develop the concept (a sustainable vegetarian/raw foods restaurant), the look (a comfortable gathering space with an open kitchen), the logo (a bouquet of colorful leaves) and even the name [Elements].”
“Most businesses are started because you have a great idea, and you take it out to the public to see if they like it,” Welch is quoted in the Post story. “This is the opposite. We’re finding out what people want and doing it.”
As for the genesis: The article continues,
“The Elements project began in February 2007 when Welch , who owns area several businesses in the District, purchased the business and liquor licenses of nearby Sparky’s, a coffee shop that had closed. Welch has helped launch 22 startups but has no restaurant experience. She didn’t know exactly what she planned to do with the licenses, other than open a small cafe. Around that time, Neil Takemoto, 40, another local entrepreneur who had worked with Welch, stopped by to chat. When Welch told him about her plans, Takemoto suggested crowdsourcing the restaurant.
“‘I said, ‘Great!’ ” Welch remembers. ” ‘What the hell is that?’ ‘”
Takemoto runs a business, CoolTown Studios, that helps companies use crowdsourcing and other social media techniques to support community development.
Here’s a schematic illustrating the collective developement process from the site his company created to support Elements:
The Elements project is a fascinating attempt at a proof-of-concept using “wisdom of the crowds” to build a real-life, carbon-based business from the ground up.
It’ll also be interesting to see what happens now that the effort has been publicized beyond the core group of enthusiasts and supporters. Since the article has appeared, about 30 people have signed up.
What happens to the wisdom ofthe crowds–and the value of their advice–as the crowd expands? Crowdsourcing theory says things will get better, as greater collective intelligence is tapped.
We’ll see. I, for one, am looking forward to the opening, sometime next year. Process is good. Product is vital for a restaurant.
Which is to say: I sure hope the food’s good.
Papparazi'd at the Twin Tech I Party in Washington, D.C.
A widget featuring all my items about healthcare and the '08 presidential election.
Video of me playing golf riding a Segway.
Interviewed for TechBisnow with Koko, the African Gray parrot, on my shoulder.
My Twitter feed, guaranteed to be less interesting than yours.
Yakov Sverdlov, honored Bolshevik leader, Lenin's right-hand man and my late great-great uncle on my mother's side.