Not monitoring your online reputation? You may be a tweet away from a company reputation crisis.
“If I am stuck at the airport and the Delta agent is being a jerk to me… there is no way in the world I would be able to get any help or redress 10 years ago. When you got home you could write an angry letter,” Consultant Dorie Clark said. However, our ability to instantly post complaints online changes everything. “Now consumers have been empowered. Now you can do something about it.”
“Because companies want to control their reputation they are going to be on it.” Continue Reading »
Only great teams build lasting products and companies. And with a finite number of perfectly suited, talented individuals, businesses must constantly battle to recruit the best: If you’ve been in the web world long, you’re likely intimately familiar with Silicon Valley’s Talent War and similar fights throughout the country.
“For any company, the most important asset you have is your people. Building a great team is the most important ingredient for success,” Charlie O’Donnell of First Round Capital said. Continue Reading »
When your competitors have more fans than you, the temptation is to rush in and grow fans, whether by spending untargeted ad dollars, mass posting to your wall, holding contests, or launching a big marketing campaign of sorts. Continue Reading »
Many of our workshops and sessions at Web 2.0 Expo focus on the mechanics of how to compete in your industry using social media. But speaker Andy Smith wanted to take a different approach with his upcoming session Harnessing Social Media to Build Brands. In his talk, he’ll take a deep dive into the psychological insights explaining which social media strategies work and which don’t.
Andy will go over the science of social persuasion, the strategies and tactics used by companies, as well as causes that have successfully harnessed social media toward a specific goal. Andy recently spoke with us about his upcoming talk, his new book The Dragonfly Effect, and how brands can improve their social media marketing strategies with a bit more thought.
We also discussed how happiness and marketing go together (including a great example about a Coca-Cola machine), how social media helped find an almost impossible bone marrow match for a patient, and “infectious action.”
Check out our full audio interview with Andy now.
Kaitlin Pike is the Web 2.0 Expo community manager. She can be reached @w2e or @kcpike. Register for Web 2.0 Expo SF now with discount code websf11bl20 to save 20%.
Why aren’t more customers using your product? Maybe it’s because your brand’s story isn’t making them happy enough.
Web 2.0 Expo speaker and Stanford Professor Jennifer Lynn Aaker is a social psychologist and marketer who studies, among other areas, happiness. (She answers such questions as “What actually makes people happy, as opposed to what they think make them happy?”) And as you can learn more about in her book, she also focuses on using social media to drive social change.
In her keynote address this March, Creating Infectious Action, she’ll discuss how you can connect meaning to your social media campaigns to create impact as well as why some brands who harness social media take off when others don’t.
I recently interviewed Jennifer about her talk, including what makes people happy and how her research can help brands create more effective marketing campaigns and stories.
Kaitlin: I see and hear a lot of unhappiness and complaints about not being happy enough in our culture. Why aren’t we (Americans) all happy all the time? We have Disneyland AND the iPhone now. What went wrong?
Jennifer: Our understanding of what happiness is (and how to get it) is often misaligned with what really drives happiness. (For two excellent books on the subject, see “How of Happiness” and “Stumbling on Happiness”.) Our society’s prevalent belief is that money and status will make us happy (or we behave as if they will). The reality, however, is that the link between money and happiness is tenuous. Take the striking evidence that although income has steadily increased over the past fifty years in the United States, life satisfaction has remained relatively flat. Research shows that for those who earn more than $75,000 (the number varies depending where you live), additional money does surprisingly little to increase life enjoyment, stave off sadness, or reduce stress. Once your basic needs are met, the correlation between money and happiness or satisfaction is relatively low.
So our behavior patterns are often misaligned with being happy in the long run. Continue Reading »
Facebook earned nearly $2 billion dollars in advertising revenue for 2010, and some estimate this will grow to $4 billion for 2011. While it may be clear why advertisers are throwing money at the social network en masse (uh, their audiences are there), it’s not always clear how you – the individual advertiser – can make the greatest impact with your campaign and maximize your brand.
“Most of the conversation around social media marketing has been focused on more of the organic side of social,” Justin said. “But now what’s clearly emerging is a paid approach to social media marketing. It’s a very different discipline.
“Our session is going to go into a lot of those details not only just explaining the theory but also then getting into showing actual customer examples and sharing practices and insights that we’ve been able to gather from all the work that we’ve been doing.”
Justin and Dennis will look at the elements of effective advertising and share benchmarks, not just the creative executions. (For a look at some of the Facebook trends Justin studied, see his blog post on Webtrends.)
Why People Become Fans
In his research, Justin found a recurring trend of what people look for when deciding whether to become a fan of a brand’s page.
“Very strongly the message was ‘We became a fan because we wanted to be treated special in some way by the brand.’ be that they got exclusive offers or early access to information or exclusive content,” he said.
“A lot of the same things that we sign up for lists for are what we are hoping to get out of our relationship with a brand on Facebook. Now the goal is giving your customers, your fans, all that stuff: driving those offer campaigns and that exclusive content or early access to things, giving them that VIP treatment.” Continue Reading »
Facebook’s Open Graph protocol is not yet a year old, but already 10% of all web search results (on average) have Open Graph markup.
The Open Graph protocol, which launched at f8 last April, lets developers add metadata to any web page so that it can be represented within any social graph. It powers the nearly ubiquitous “Like” button and other Facebook social plugins. In short, the Open Graph protocol is making it easier for sites and services across the web to determine what you like.
Paul Tarjan, lead developer on the Open Graph protocol and of such tools as the Facebook URL Linter, will speak at Web 2.0 Expo San Francisco this March about the protocol , the design decisions, tips and tricks, and where it’s headed. He recently spoke with us about his session and what to expect.
“We’re really betting heavy on Open Graph,” he said.
Paul joined Facebook just two weeks before the launch of Open Graph last year. He said he was drawn to the project in part because of his interest in Web Standards and the Semantic Web. “The beauty of what Facebook’s doing is the Open Graph protocol is very pragmatic. It picks and chooses the pieces of the Semantic Web that are interesting and important,” he said. “It’s trying to do structured data instead of just free-form documents on the web. It’s trying to hand around actual structured information about objects and entities.”
Although the Open Graph protocol was developed by Facebook, Paul said he doesn’t see this as a conflict with open standards.
“I am not seeing this as a play to take proprietary data in. If it was, then we wouldn’t be doing it this way. The Open Graph protocol would be done totally different if it were a proprietary thing. It would be like API calls where people hand us data about their information and then we keep it in our fancy little silos. Continue Reading »
A recession is a great time for us to learn new tricks. If you’re looking to increase your value to your company (or as a freelancer or entrepreneur), you need to get in touch with the right teachers and take the right courses. Whether you are a developer, designer, or social media strategist, you can find both gurus and focused sessions at the Expo covering everything you need to learn to increase your potential.
Better yet, we’ve organized a quick list of 7 essential sessions for each of these three specialties to help guide you on your journey.
If these lists don’t suit your fancy (or don’t necessarily apply to your career), message us on Twitter @W2E to ask for help in deciding which sessions to attend. If you’re getting the free Expo Hall Only pass (discount code: webny09snex), we can help point you to all the great free events at Web 2.0 Expo, including our popular unconference, Web2Open. You’re also encouraged to send us your own personalized Web 2.0 Expo schedule to help others decide what to attend. Either post your list in the comments, on our Facebook Fan Page, or just Tweet it to us. Check out the conference schedule to put yours together.
See you in New York!
Developers’ Essential 7 Sessions for Upping Your Game
GAFFTA founder and executive director Josette Melchor shares stories -
Since 2005, she has been working towards opening three art spaces in the Tenderloin neighborhood of San Francisco. She speaks about the importance of arts education, choosing a location, and what her organization teaches artists about digital marketing.
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