We all realize this is insular sharing, and not scientific by any means but I’m learning a lot from folks sharing their Media Consumption diets. The trends are very apparent. I’m most impressed by Dan Taylor’s analysis and graphs. Technorati shows all the blog posts with the term “Media Consumption Diet“. It’s interesting to see how Google results differ using the same keywords.
Archive for the ‘Media 2.0’ Category
(if you’re reading this in a feedreader, access the post)
Oh, and my last name is pronounced Ow-Yang. I’m not Irish Loren.
Chronicling the Dell Social Media Saga
I’ve been watching this Dell story for quite a while, even been on a panel with blog expert Shel Israel, author of Naked Conversations discussing it.
[Dell has come so far, they've learned to listen, converse, and lower the corporate walls. While this saga is not over, this is becoming a classic case study of a corporation making a 180 degree turn using Web Tools]
Gone to Hell, Cursed, and Exploded
Dell’s taken a freaking beating in the past years due to social media bloggers. you can do a search on Dell Hell, and at one time, if you did a Google Search on the term “Dell Support” bloggers not happy with their support come up. (Today’s Google results show it’s still on the first results page)
Joining the Conversation, Cautiously, then with Gusto
Dell launched their One to One blog, which was met with mixed feedback. While some didn’t think they did an authentic job at joining the conversation, others supported them for the effort. A few weeks after the initial launch, Dell started to publically recognize their faults. At CES, I had the pleasure to hang with Michael Dell himself, (thanks to Lionel) where Dell said they were going to start embracing Social Media, watch the video yourself.
Turning it up with Customer Collaboration
Just a few days ago, I helped to announce IdeaStorm, the idea was for Dell to create a Customer Feedback/Collaboration web tools that will let customers and employees create products together. Marshall Kirkpatrick at Techcrunch, wasn’t sure if I was completely right that employees were fully onboard. Engadget cleverly modifies the tagline as they state that Dell Wants You to Make It Suck Less with Digg Clone.
Acknowledging the Voice of the People
Well it appears that Dell corporate (which I hope includes some employees) that they are on board and that they are taking IdeaStorm seriously. On this summary list, Dell demonstrates they are listening to what customers have been saying. A very strong meme is leaning towards open platforms (or none at all). It’s even moved it’s way up Digg, a popular user voting site. Not sure if the solution is worked out, as the costs may be even higher to get a wiped hardware machine.
Blindsided from ignorance
Learned how to listen
Built tools to join the conversation
Learned the right way to interact
Reached to community
Acknowledged customer requests
Next Step (and most important) For Dell:
This is the most important part, the final leg of this cyclical journey is to get Dell to give the products that the people ask for.
Document and Measure
It will be very interesting to see if there’s a reduction in Product Research costs from these tools. Could be a very insightful case study on Social Media ROI for corporations, I hope Dell shares this info with me. Keep at it Lionel Menchaca (the Community Manager), Michael Dell and the rest of the Dellions. By the way, if this whole concept is very new to you, I recommend you read the Cluetrain Manifesto.
Update March 2: The saga continues with IdeaStorm injures scores at Dell — “sounded like a freight train”. Apparently, Dell will not be building what the people asked for in IdeaStorm. Ars Technica speculates the many reasons why it doesn’t make sense for Dell. For what it’s worth, either way, the market knows what the market wants, and it’s documented, in addition for great buzz for Dell.
Update March 13th:
Dell has made an announcement that it plans to offer Linux to customers, the flavors will depend on how users answer the survey. I met with Lionel yesterday, and knew about this in advance. I was able to interview him for my video Web Strategy Show, he’ll be up soon.
Update March 29th:
After reviewing over 100,000 survey submissions, Dell is now offering it’s Linux flavored offerings. The company is listening.
Update April 3rd, 2007:
Lionel Menchaca visits in person with Jeff Jarvis, who first coined the business blogging case study “Dell Hell”. This community relations in real life was a success.
Update May 24th, 2007
Ubutu, a flavor of Linux is finally released as a product. Lionel uses video to tell his story.
Update June 16th 2007
The consumerist releases an ex-employees 22 tips on how to buy the best computer, although Dell demands a retraction. Jeff Jarvis sympathizes with Poor Dell, Lionel of Dell responds from the Dell one to one blog.
Update October 18, 2007
Dell’s continued push to reach to customers has paid off, relationships, communication and conversations are starting to be the very fabric of their company. Business Week runs this story, praising Dell for all that they have done. A few times people have told me they are tired of hearing about Dell as the case study of success, the problem is, few or no other companies have moved this far in such a short time. The deserve our applause.
I’m hoping to start this meme, that others will join in and share their media consumption diet, in hopes, that we’ll start to learn how they get information or be entertained. I’ve sort of mixed up mediums, and media types, but after some thought, that’s the best way to organize it.
My Media Consumption Diet (most used at top, least used at bottom):
Web: This is primarily where I get most of my news. I get my news from my Feedreader, I’m plugged into 160 subscriptions, but some of those are news feeds, techmeme, digg, and scoble’s shared feed (an incredible filter). I rarely go to ‘news sites’ like CNN, MSNBC, NYT, like I used to, although for a while, I was subscribed to Al-Jazeera and BBC to get other perspectives.
Music: I listen to Pandora at work, sometimes at home. I play CDs in the car most of the time, rarely listen to the radio. Used to have XM radio but canceled it in my car as the sound quality was crap. (I have ‘dog’ ears, after playing music starting at the age of 4) Sometimes I plug in the iPod while driving (but haven’t done that as much as the sound quality is not that great)
TV: I rarely turn on the TV, in fact, I only watch it if my wife has it on at home. I’d prefer to turn it off and turn on music (rarely radio, most often MP3, or Pandora, as I have my computer hooked up to my PC). We recently got comcast ondemand at home, that’s interesting. We don’t have Tivo. I really don’t watch TV, it was just last year that we got cable. Like most Gen Y (I’m Gen X) I use the computer in the foreground, and the TV is on in the background.
Communication: I access my email via my laptop. I have a 3G card now (thanks PodTech), or wifi at home. I have a LG phone where I check techmeme and personal mail while mobile. I’ve removed IM from my life as much as possible. I’m experimenting with Twitter but don’t think to use it all the time.
Update March 15, 2007:
I’ve starting to use Twitter more and more, and it’s cutting into my feedreader consumption.
Movies: We sometimes like to watch movies at theaters, which I tend to focus completely on, as they tend to be higher signal to noise, minus the ads forced during a theater experience. We used to rent movies from netflix and even the in-store blockbuster, but now that we have ondemand, we may just shift to that.
Magazines: I get Business 2.0, Wired, Forbes at home, and like them as they help to give summaries, and sometimes in-depth stories. I sometimes like the ads, as I can determine who’s got budget (A marketing hunt trick). I rarely find the news as ‘breaking news’ but often a symbol that the buzz I’ve already been reading about for a month or two is actually getting traction.
Books (Just added this as an update)
Yes, I read about 6-12 books a year, most are web or business related, I rarely read fiction. Yes, I find these books enjoyable, and many authors send me copies, which I often review from my blog. Often, I read these books while on travel.
Newspapers: What’s that? I was in the New York Times two days ago, and I didn’t even buy the physical paper.
What’s your Media Consumption Diet?
I’m signaling to Calacanis, Loren, Scoble, Martin, Pirillo, and all my contacts at the Media 2.0 workgroup to share how they get their information. Or if you don’t have a blog, leave a comment to your media consumption diet.
Update: Quick Analysis by Peter Kim shows that our diets are void of advertising dollars, does that mean that web advertising is efficient, or that I’m avoiding it?
Update Feb 27th: Folks are sharing their diets, you can see all of the blogs linking to this post from Technorati. Not a surprise that bloggers consume most of their content via the feedreader or the web, and overwhelmingly, most have newspapers at the bottom of the list. Over time, we should be able to see some real patterns in media consumption, this really will help those in the web and media industry to deliver the right tools.
Technorati Tag: Media Consumption Diet
Many viral video networks
I know some companies that are deploying viral videos, the challenge for them is that they’re releasing them on more than one video network. There’s quite a few, from Revver, Blip, YouTube, Google Video, Metacafe, Grouper, and quite a few others.
I created a list of video sharing sites back in August, it’s already way outdated. If you’re not sure which video site to use, you could always compare all the video sites in this side-by-side comparison.
Measuring still a challenge
The goal in today’s distributed web marketing strategy is to get your content to go far, and have ‘legs of it’s own’. With that come challenges in measurement and tracking. It appears companies like VidMeter Tracker can aggregate instances of all forms of media, aggregate total views, as well as comments, making the job of a marketer a little bit easier. Although they track 32 video networks, I’ll suspect that only about 5 really matter, and at the end of the year, only 3 will really matter.
Also, If you’re just using YouTube, check out TubeMogul which apparently has robust reporting features.
A friend of mine wanted a list of Social Media Applications that he could rebrand and use for his clients. I gave him a list of 7 or so on email, then decided to start a blog post on it. Within the hour, I had about 10.
I count over 30 White Label Social Networking Suites
Now, a few days later, the submissions have slowed down. Check out this list of 37 Social Networking Applications that one can download, or use a hosted version to rebrand.
Remember the CMS and Portal Craze?
This reminds me of the first web movement when everyone was crazy over CMS systems from late 90s to early 2000l, and then how everyone went crazy over portals (I myself worked on one at Exodus, called MyExodus, which even got awards). Now, many web managers have expressed their frustration with CMS systems never working, either they’re too complicated or inflexible. The portal strategy is dying, the new way is distributed content networks. I’m sure like all things, it will swing back over to centralized.
Google and Yahoo could play
I’m waiting to see if a company like Google can figure out how to white label such a tool, they already did it with Blogger, so why not take on a social networking tool. It would seem that Yahoo has a lot to gain, as they have one of the top viewed sites, tons of IDs and registered users, Yahoo Groups is antiquated and Yahoo 360 is irrelevant.
In the end only a few will matter. Some will get swallowed by large web or software companies, their features integrated or dismantled. There will be a some mergers and partnerships. Some will cease to matter, as they fall off the map. Others will evolve into something else. Will be interesting to see what happens.
This is one of those posts to send to your field marketing team in Asia.
This makes me want to start a China division for PodTech in Shanghai, Beijing, and HongKong. 43% of the Global internet users in the world are in China. Jennifer Jones interviews Sam Flemming in Shanghai.
If you’re seeing this in a feedreader, here’s the podcast player.
Big Media struggles to stay relevant with rise of Social Media, should analyze coexistence within Tech Industry
(Left: A scribe at the conference was capturing the big “Aha” ideas and sharing on the screen, photo by David Parmet)
It was fascinating for me to observe as an outsider looking in to the world of journalism and traditional media at the WeMedia conference in Miami this week. My notes from day one are the same as my summary, now that I’m back at home. Social Media is impacting them in ways that some are having a hard time grasping while some have already figured out advanced adoption models.
I noticed frustration and during some of the heated conversations. There was certainly conflict there was in how the industry was trying to figure out how they fit into this new model. Questions of we vs me, lack of fact checking in social media and bloggers, time to market, first person reporting, local vs hyper local, and of course, how the hell does one make money?
I heard some executives from large media companies stand up and really speak in the ‘command and control’ voice, they used terms like audiences and messages, rather than communities and conversations.
One lady made frequent complaints that her voices was not heard from her hyper local neighborhood. She blamed media for only covering her community when something bad happens. I was confused, why doesn’t she start a blog and be her own news creator?
Towards the end of the conference I finally grabbed the mic and introduced myself. I made it clear I was a blogger and I help corporations figure out how to stay relevent. I told the conference how they’re not alone, (in fact I think the media industry is ahead of the general marketing industry) and that they should look towards the Tech Industry as a model for success.
The Tech Industry is unique, we’re early adopters, and most of the time (but not all) we collaborate online sharing and arguing ideas. I told them to check out the beautiful playpen of TechMeme, where traditional media and selected bloggers already coexist in harmony (and sometimes in dissonance, and that’s ok too, as we do it together).
As I said that, several folks at the conference went to the site, only to see a meme on the WeMedia conference already taking place.
In the end, it’s pretty simple, the big media folks that figure out how to co-exist, to me an AND, more than an OR will be a thriving part of the community which they serve.
Lastly, I suggested to several folks that the next conference have an ‘unconference’ style, this WeMedia conference was not how I thought it was marketed (PDF) as an ‘audience’ driven conference. Several complained about the $1000 price tag, which is more of the element of a top down event.
This document has been updated for the 2008 version: The Complete list of the Many Forms of Web Marketing for 2008. Please visit there for the updated and enhanced version, quite a bit has been added.
Summary and Audience
This document catalogs the many tools and tactics available for corporate web strategy in 2007. Even if your strategy or resource limitations restrict you from entering all spaces, awareness of the changes in our digital landscape are critical.
This document is intended for CMO/VP/Director of Web and Marketing. For those seeking a quick read, normal programming will resume in the near future.
Changes in communication require corporations to adapt and evolve
The Web in the number one medium in the workplace and second at home, a significant portion of your resources should be developed around your online programs, research indicates the web medium will continue to grow. We also know that prospects in a variety of stages in the buying stage use the web to make decisions, this is an arena no company can afford to ignore. Most importantly, future generations (digital natives) are barely reachable by other mediums, start planning your Web Strategy now.
For many corporations who’re not fully aware of all the tools available, deploying web marketing goes beyond your corporate website and google results.
The Many Forms of Web Marketing:
1) Corporate Domain
This has been a standard since the late 90s, nearly every company, mom and pop boutique now has a web presence. The primary purpose of this is to provide the public with information about your company, it’s products, and anything else they may need. Corporate websites often compose of several features that are listed below.
A) Corporate Site
Little explanation is required here, today’s standard requires for every company to have a home on the web. The methods and tools are highly discussed in a variety of locations, books and conferences, but do remember that some tools are creating an impact on their relevance and marketing in general.
B) Portal Strategy
Widely popular in the late 90s this strategy was intended to serve up all user information on one page, and keep users on one’s domain. A few well known portals now exist such as MyYahoo which is a form of a feedreader. Most modern marketers realize that content is now distributed.
C) Microsites for Segmentation
Typically deployed around new product launches or campaign focuses, or specific market segments, these often short term websites are used for calling specific attraction. They typically have a unique URL and are tied to an integrate campaign. See Microsoft’s Origami microsite. Caution: some companies overly deploy these microsites and end up with a distributed and unfocused web strategy.
D) Interactive Web Marketing
The web isn’t just for communicating to prospects and employees, simliar strategies apply to both your employees, resellers, partners and suppliers. You can get more information by joining the Intranet User Experience Group, or find other online resources to this specific field..
In today’s global web, websites are translated, reformatted and segmented by region, culture, class. Be sure to focus on France, China, Japan as fast emerging languages. Also see report on internet usage in third world countries.
2) Search Marketing
Ever heard of Google? Many prospects use google in the ‘hunt’ phase for a product. By paying a third party or a search engine directly you can obtain a strategy to get your website listed in search results. I’ve heard a variety of stats demonstrating success of natural vs paid results, however the ROI is usually positive. It’s likely your competitor is also present on the Search results page. View my few posts on Search Strategy or contact Andy Beal, David Berkowitz or Brian Keith.
A) Search Engine Optimization (SEO)
Many web groups at large corporations have a document, a process, or even a dedicated resource who’s goal is to make sure web content is easily found, indexed, managed and correctly served in search results. There’s been some recent discussion the state of the SEO industry.
B) Search Engine Marketing (SEM)
Frequently, companies will hire a specialized search company to purchase keywords that will help drive contextual links in search results. These ads are contextually displayed based upon the search query. There’s a growing and sometimes controversial industry focused on these techniques.
3) Out Bound and Syndicated Web Marketing
A) Email Marketing
While certainly not completely native to the web, they certainly are tied. Modern email campaigns (sometimes even direct marketing) involves barely personal emails blasted out to indviduals on a mailing list. These modern versions typically have the option to be HTML based, and have hyperlinks brining users back to the corporate site or Microsite. I hear the conversion rate for these are 2-5%, and typically deploy a positive ROI. Having spoken with many Web directors and Marketers, this is a task best suited for an outsourced vendor. Be sure to read the research on the growth for this industry in 2007.
B) Invasive Marketing
“Pop-ups”, and “Pop-Unders”, trojan and tracking software are both disruptive methods to obtain the attention and data of users. Research indicates this form of marketing is diminishing, use with caution, or not at all (ask your Ad Agency if they are doing this without your knowledge) remember the market can associate your brand with the way you reach them, and users are now in charge.
C) Syndicated Content and RSS
I lump Syndication into this category as I see it as being an evolution as marketing shifts from Push to Pull. RSS is quickly becoming a method where users can opt-in for additional content. For more information start with Six RSS Resources for the Internet Professional or Web Strategist, when you’re ready to deploy read Web Strategy: Understanding Syndicated Feeds for your Corporate Website.
4) Brand Extension
This is not a new concept, it’s simply been applied to web properties. The concept is simple, where your audience is, your brand should be also.
A) Web Advertising
I’m sure you’re all familiar with the banner, tile, or skyscraper advertising model on websites. This age old strategy simply suggests that if there are eyeballs your brand should ‘impress’ upon the users. Click through rates are typically in the 1% or lower rate, sometimes success is measured by brand impressions, (visitation by traffic). These ads are static and do not change even if the content on the webpage changes.
B) Contextual Advertising
These targeted ads will be served up on the webpage depending on the content that’s on the page. This is a more ‘intelligent’ and therefore more relevant than Web Advertising, which may not be targeted at specific content. This form of advertising can be text, images, media or other form and are common on websites, blogs, and are now appearing on web based emails sites. (Submitted by David Berkowitz: Feb 13th. 2007)
C) Sponsorship and /Cross branding/Affiliate
This is a method of promoting your brand with the right audience in which the property is rewarded for integrating your brand. This can occur on content sites, shows, media properties, blogs, podcasts, and just about everything else. This is expected to increase in 2007.
5) Community Marketing and Social Media Marketing
eMarketer’s research indicates that this is the fastest growing area of growth for Web Advertising and Marketing is in the Social Media space. In my experience, the awareness rate is around 30% and deployment 10-20% for most corporations. Some of the tools listed below are not new, while some become critical in how prospects find information about products. For a high level overview please read 10 Social Media Strategies for the Fortune 1000 Corporations.
A) eCommerce/Rating Sites
For most consumer products and a majority of enterprise products, there’s a variety of websites that rate products both by expert (sometimes called analyst) or peer review. The most popular site that has done this in the text industry is CNET reviews which deploys both editorial reviews, video demos, and user ratings and opinions. Content can be both positive and negative about your company as well as your competitors. Ratings and voting has evolved with popular news voting sites like Digg.
B) Social Networking, Forums, Wikis, Collaboration
I’m tying these two together as both features are starting to merge in many modern versions. While founded from early usenet days, forums allow for communities to form around similar ideas and collaborate. Approximately 33% of companies deploy forums. Wikis have also been used to tie industries together as well as. Savvy marketers are starting to also realize the power of social networking sites in every flavor of focus, including image sharing sites like flickr for marketing. I’ve created a list of all White Label Social Networking platforms.
C) Syndicated Marketing
See section 3C above.
D) Podcast Marketing
Many corporations are reaching their community though on demand content on mobile devices, the key to this medium is certainly in the ‘pull’ strategy. I’ve listed out my recommendations in a recent post called Corporate Podcasting Strategies for 2007.
I estimate about 30% or less of businesses are considering blogs (web logs) as forms of business communication. The subject has been talked about quite extensively, I recommend reading Naked Conversations, the Weblog Handbook, and the Corporate Blogging Book. To learn about all the forms of businesses blog. If you’ve not yet deployed a Corporate Blogging program, I reccomend learning from my experience as a corporate blog evangelist.
F) Widget Marketing
Widgets are light weight web applications that are being embedded in websites, blogs, forums, and social sites. Flickr badges, MyBlogLog, and in ways even the Firefox community marketing campaign are companies that are engaged in this way. This isn’t anything new, I noticed this trend before the term gained popularity, and called it Viral Chicklets, to learn more there’s a growing list of examples on Widgetbox.
G) Online Video
While Online Video has existed for many years on the web, it’s most notably been gaining traction from the video blog, or video sharing sites of great popularity such as Google Video, or it’s recent acquisition YouTube. In addition to third party video sites, colleague Robert Scoble is well known for being the ‘Video Guy’ at Microsoft, while he took behind the scenes footage and shared on a Community networking site. Other companies have seen the success in this and have also launched online video sites such as General Motors. I recommend starting with thinking about Video for your Executives and thought leaders.
H) Instant Messaging, Presence
Clever marketers are figuring out how to involve real time conversational media using Instant Messaging tools, presence, and status tools, such as Twitter. These tools tie to online and mobile devices. My experience with Generation Y is that they are using IM as their primary way to communicate over all other mediums.
I) Tagging, Collective Tools
I’ve discussed how tagging can be used to harvest marketing intelligence as well as help your SEO results. See using Delicious for Market Research. Properly tagging content as well as researching how tags are used will help communities find your content.
J) Infinite Other Flavors
The list of potential applications can go on and on, from Toolbar plugins such as Delicious plugin, Alexa Plugin Attention recorder, etc, to web based mobile applications. User voted news sites are rapidly appearing such as Digg. There’s a whole another category (read all my posts tagged Community Marketing) on the many different forms the above tools create when they’re combined, from Community sites like Microsoft’s Channel 9 to real time Conversation indexes like Techmeme or Technorati’s WTF, new ways to find, sort and harness information will emerge over the year. The notable attributes include a ‘community’ or ‘viral’ and ‘conversational’ tone to them.
6) Emerging Mediums tie with the Internet
The web will be a platform and will extend to other mediums as well as create new ones.
A) Internet TV (IPTV)
While still emerging, the web will marry the TV and content, communication will evolve to a new form of media we’ve not yet seen yet. I doubt it will be as simple as ‘TV content online’ or ‘Reading websites in the living room’. Something new will appear, and it will impact your web team. See all my thoughts on IPTV.
B) Mobile Content
Websites are already being viewed on mobile devices, either full browsers, or fast load browsers. Many executives, decision makers, road warriors and techies are accessing the web using mobile devices, so a strategy to deliver correctly to this medium is necessary. See all my thoughts on Mobile Technology.
C) Online Massive Multi Player Games, Console Games
If you’re not heard yet, Second Life is being trialed by large companies such as IBM, Microsoft, Sun, Sears and a variety of retailers. Also popular are Massive Multiplayer Online Role Playing Games (MMORPG for short) are appearing online such as World of Warcraft (WoW), and Club Penguin a growing online game for kids, teens, and some adults. XBox 360 has IPTV capabilities and most console games have online components, so there are multiple experiences to tap into.
7) Real World and Virtual World are Tied
What happens in real life echos online. We’re seeing that more and more as politicians, CEOs and organization involve bloggers, podcasters, and other influentials to real life events. The role of Online/Offline Community Relations is becoming more and more important. I’ve dissected how Microsoft hosts blogger dinners. Train your orginsiation to tie both strategies together. Read my post on Web Strategy: Overlaying Social Media for your Corporate Events
Putting it all Together
Whew, that’s the major families, but remember for many corporations, these elements will not be successful in a vacuum, the opportunity for momentum happens when they are combined and used strategically. At least one person or group should have full knowledge of how your brand is being used online and in other mediums.
About this Document
Web Strategy (How companies use the web to connect with customers) is my passion.
As the Director of Corporate Media Strategy at PodTech network, I’m a social media consultant to some amazing clients). I use this blog to answer clients questions, and to share my knowledge with the web network. You can learn more about me on my profile page.
I’d like to thank Christopher Coulter to helping me brainstorm this post, as well as David Berkowitz for asking for follow-up content from a previous discussion.
I will update this post based upon feedback from the community, both in comments and other blog posts.
CEO of Technorati Dave Sifry was interviewed by my colleague Jennifer Jones of Marketing Voices on the PodTech network. For those that are responsible for listening to your customers (which should be quite a few folks at your corporation) listen to Dave.
Dave does some practical analysis of Technorati vs other search engines, authority, trust. I like Dave’s response to “What should you do if your management doesn’t get social media or blogging” Toby likes this interview, and recommends that business leaders listen to this podcast. English is no longer the majority blogosphere language, Japanese, Chinese are rising in dominance quickly.
Dave, Regarding the low adoption of German blogging discussions, I’ve talked with a few folks from Germany, there is some hesitation for an individual to step up and be a public figure and give out their opinion. This person told me this is primarily due to the last few people who did that in the the 1910s and 1930-1945 did that ended up in disaster.
What would you ask Jennifer Jones?
A few folks have told me and Jennifer how impressed with the type of folks she has on her show, in my opinion it stems from her wonderful personality and amazing network within the tech industry. There’s a very brief discussion in her comments. In the near future, I’ll be interviewing Jennifer Jones regarding her extensive experience in the PR and Marketing industry.
What questions would you ask Jennifer?