Future of Media: Altimeter Group Pilot Event

Advertising: is it dying? In an ecosystem where rolling your own media has never been easier or cheaper, why would advertisers buy media from publishers to spread their messages? What's the new model: advertorial; advertent (as one attendee dubbed it); content marketing? And hey, aren't ads content, too? Last week, a group of advertisers and marketers from all sides of the equation (tech, buy-side, media and agency) got together at the Hangar to discuss these and other very topical issues … [Read more...]

First Take Analysis: What Twitter’s “Promoted Tweets” Means To The Ecosystem

The Altimeter Group was pre-briefed by Twitter COO Dick Costolo last week about this upcoming launch, we've had some time to think over what it means to the industry. Help your boss fight through the clutter, send them this post. Summary: Twitter has launched Promoted Tweets, combining paid and organic media. Brands can now advertise promoted tweets on search pages, however the community has power over which tweets will appear measured by Twitter's new metric called "resonance" which factors … [Read more...]

Think Mobile

Michael Gartenberg, Keynote … [Read more...]

Social Strategy Webinar Slides Now Available

Jeremiah Owyang and I held a webinar entitled "Developing A Social Strategy" that had over 495 participants asking very insightful questions -- we had a great time sharing the information and got new ideas on how to develop our thinking as well. Many people who wanted to attend the webinar weren't able to because of schedule conflicts. We also received quite a few requests from people for the slides or recording so that they can forward it to colleagues and friends who would benefit from the … [Read more...]

“Socialgraphics” webinar slides and recording now available

Thanks to everyone who attended the webinar we held today on "Understanding Your Customers' Social Behaviors". Many people wanted to attend the webinar but weren't able to because of schedule conflicts. So we're making the slides and a video recording (slides and audio) available here. You can also download from Slideshare.net (for slides) and drop.io (for the recording). Also, there was a vibrant conversation taking place on sites like Twitter, using the hashtag #socialgraphics (for search of … [Read more...]

Can you control your customers?

I just received an interesting email promotion for an upcoming conference. At the top of the email, in big bold letters was this: "It's time to take back control!" Now that definitely caught my eye, as I'm writing a book about being open. That's because the number one concern I hear from executives -- and especially  marketers -- is how out of control they feel these days. Here's some more text from the email: "Reaching today's consumers is more challenging than ever. Both savvy and wary of … [Read more...]

Revealing Google’s Stealth Social Network Play

This post was collaboratively written on a wiki by Charlene Li, who maintains a focus on Leadership Strategy and Jeremiah Owyang, who maintains a focus on Customer Strategy. Together, we’re covering the convergence of emerging technology at the Altimeter Group. Google has quietly been launching a social network right under our own chins.  No, it's not about Google extending Orkut, a social networking platform they developed a few years ago, or growing Google groups, or even launching their own … [Read more...]

New study: Deep brand engagement correlates with financial performance

I'm releasing today a new research report that I wrote in conjunction with Wetpaint called "ENGAGEMENTdb". The study looked at how the 100 most valuable brands -- as identified by the 2008 BusinessWeek/Interbrand Best Global Brands ranking -- engaged in 11 different online social media channels. We critiqued the brands on not only their breadth of engagement across these channels, but also their depth, such as whether they reply to comments made on blog posts. Each brand was given a numerical … [Read more...]

Microsoft Bing’s focus on decisions is smart — but not a Google killer

Apologies for the long title, but I wanted to get one thing across before diving into my review of Microsoft's new search engine Bing. (The site was announced on Thursday at the All Things Digital conference and will be available June 3rd. I was given a pre-launch briefing and have had access to a preview site.) Bing is not a Google killer. But that isn't necessarily a bad thing, and in fact, I think Microsoft is taking a pretty darn smart move by focusing on being a "decision engine". Here's … [Read more...]

Why Social Media Marketing Fails – Notes From Web 2.0 Expo panel

I had the honor and pleasure of being on a panel with my two former Forrester colleagues, Peter Kim (now at Dachis Corporation) and Jeremiah Owyang (still at Forrester). Our topic: "Why Social Media Marketing Fails -- and What To Do About It". Peter organized the panel to discuss four topics: How can I get my culture to adapt? How can I make my campaigns work? What am I supposed to measure? Does social media even matter? I've included an audio podcast of the … [Read more...]