Measure Up Podcast: Tim McMullen

In preparation for next week's Measure Up conference, we'll be highlighting conversations focusing on marketing measurement best practices in a Measure Up podcast series.

In today’s edition, Measure Up conference chair Guy Powell and Steven Groves, co-author of the recently launched book ROI of Social Media, interviewed Measure Up speaker Tim McMullen of Redpepper. McMullen will be participating in the Panel "Board Room Buy-In: How to Create Relevancy of Marketing Metrics within the Corporate Environment" with Gary Katz of Marketing Operations Partners, Ellen Campbell-Kaminski of LexisNexis, and Mark Krebs of Kirkland’s on Wednesday, June 8th at Measure Up. In today's podcast McMullen discusses some techniques for getting that all-important buy-in, and finding the right metrics to be measuring for your marketing plan.

For a sneak peek of the session and some of his ideas on the topic, listen to the podcast here.

To learn more about Measure Up, visit the event webpage. Plus, follow us on twitter for exclusive industry content, continued event updates and more @MeasureUpIIR.

We hope to see you at the conference next week, it's not too late to register! Register with code MEASURE11BLOG for 15% off the standard rate here.

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Measure Up Podcast Series: Purush Papatla

Over the next few weeks, in preparation for the Measure Up conference, we'll be highlighting conversations focusing on marketing measurement best practices in a Measure Up podcast series.

In today’s edition, Measure Up conference chair Guy Powell and Steven Groves, co-author of the recently launched book ROI of Social Media, interviewed Measure Up speaker Purush Papatla of the University of Wisconsin Milwaukee. Papatla will be presenting "How Can WE Measure WOM to Determine Whether Traditional is Helping or Hurting Social Media?" in the New Generation Marketing Mix Modeling session on Monday, June 6th at Measure Up.

For a sneak peek of the session, listen to the podcast here.

To learn more about Measure Up, visit the event webpage. Plus, follow us on twitter for exclusive industry content, continued event updates and more @MeasureUpIIR.

We hope to see you at the conference this June – Register with code MEASURE11BLOG for 15% off the standard rate. Register here.

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It's Measure Up Trivia Tuesday!

Interested in Marketing Measurement Analytics? The 2011 Measure Up conference is structured around integrating many fractured pieces of measurement analytics into one effective marketing strategy. Download the brochure to learn more.Each week between now and the event we're playing Measure Up Trivia Tuesday!

Today's winner will receive an exclusive 20% off code for registration on the conference.

Can you answer the following question about Measure Up?

In our Measure Up podcast series with Debjani Deb of Empower Research, she mentions one key take-away message that marketers should learn, what is it?*

*Hint – the podcast can be found here.

Comment below with your answer, we'll randomly pick a winner from any correct entries.

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Measure Up Podcast Series: Debjani Deb

Over the next few weeks, in preparation for the Measure Up conference, we'll be highlighting conversations focusing on marketing measurement best practices in a Measure Up podcast series. In today’s edition, Measure Up conference chair Guy Powell and Steven Groves, co-author of the recently launched book ROI of Social Media, interviewed Measure Up speaker Debjani Deb of EmPower Research. Deb will be presenting "Digital Media ROI: Stop. Don’t Run Away!" on Tuesday, June 7th at Measure Up.

For a sneak peek of the session, listen to the podcast here.

To learn more about Measure Up, visit the event webpage. Plus, follow us on twitter for continued updates @MeasureUpIIR.

We hope to see you at the conference this June – Register with code MEASURE11BLOG for 15% off the standard rate. Register here.

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Measure Up Podcast Series: Rossen Roussev

Over the next few weeks, in preparation for the Measure Up conference, we'll be highlighting conversations focusing on marketing measurement best practices in a Measure Up podcast series. In today’s edition, Measure Up conference chair Guy Powell and Steven Groves, co-author of the recently launched book ROI of Social Media, interviewed Measure Up speaker Rossen Roussev.

Roussev will be presenting "Analytics Techniques: Media Monitoring and Reputation Analysis" in the MARKETING MODELING & ANALYTICS TECHNIQUES track on Tuesday, June 7th at Measure Up. For a sneak peek of the session, listen to the podcast here.

To learn more about Measure Up, visit the event webpage. Plus, follow us on twitter for continued updates @MeasureUpIIR.

We hope to see you at the conference this June – Register with code MEASURE11BLOG for 15% off the standard rate. Register here.

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Measure Up Podcast Series: Lise Brende

Over the next few weeks, in preparation for the Measure Up conference, we'll be highlighting conversations focusing on marketing measurement best practices in a Measure Up podcast series. In today’s edition, Measure Up conference chair Guy Powell and Steven Groves, co-author of the recently launched book ROI of Social Media, interviewed Measure Up keynote speaker Lise Brende of Bing & MSN.

For a sneak peek at Lise Brende’s keynote session “360 Marketing Accountability,” listen to the podcast here.

To learn more about Measure Up, visit the event webpage. Plus, follow us on twitter for continued updates @MeasureUpIIR.

We hope to see you at the conference this June – Register with code MEASURE11BLOG for 15% off the standard rate. Register here.

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Measure Up Podcast Series: Duncan Houldsworth of Time Warner Cable

Over the next few weeks, in preparation for the Measure Up conference, we'll be highlighting conversations focusing on marketing measurement best practices in a Measure Up podcast series. In today’s edition, Measure Up conference chair Guy Powell and Steven Groves, co-author of the recently launched book ROI of Social Media, interviewed Duncan Houldsworth of Time Warner Cable.

For a sneak peek at Duncan Houldsworth’s keynote session “In The Face of Fierce Competition; How Competitive Insight Can Drive Performance in a Multi-Channel World,” listen to the podcast here.

To learn more about Measure Up, visit the event webpage. Plus, follow us on twitter for continued updates @MeasureUpIIR.

We hope to see you at the conference this June – Register here!

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How to analyze a podcast for advertising?

Measuring the micro media of today is a big challenge. For marketers there is this ever pertinent challenge of how to measure mediums like blogs, wikis and podcasts.

With Social Media Channels like blogs and podcasts, the traditional metrics of reach and frequency won’t work, and more often than not, you will have to justify by qualitative metrics at best. So here I attempt to highlight the right metrics for marketers. And hope that user generated content is monetized in a way that it is worthy of.

I have always thought that podcasts and blogs need to be monetized- in a way that is appropriate. I think one major hurdle to achieve that objective is marketers ignorance. Another one is the content creators incapacity to market themselves well. But that is another story. The main issue is the lack of standards and ignorance. Chicken and egg situation actually. Usually problems like this wait for ’scale’ to be solved. Marketers scramble for answers only when the right scale is achieved.

I just put together a podcast series on www.chasingthestorm.com and attempt to put together a set of metrics and parameters to analyze podcasts. What better way to put up an analysis through the medium itself. Hence a podcast to analyze podcasts.

There actually is going to be a series of webisodes on this one topic- three to be exact. Following which, we will have other topics- hopefully some suggested by you.

To take a perspective- I am going to analyze three of my favorite podcasts from Singapore.

I analyze them on the basis of their

• Web "weightage" (Page Rank),
  
• Blog buzz (inbound links from other blogs),
  
• Buzz within the podcast channel (Comment to webisode post ratio),
  
• Frequency of posts, and average time per podcast.
• And of course I will be covering some qualitative criterion as well
  

Not perfect. But in the absence of any other criterion- should give you a reasonably good insight rather than go by gut feel. Or worse- scrap spending on this media at all- because there are no parameters or justifications.

In the first podcast of this series- I cover a technology podcast/videocast by a bunch of young lads. Some details and how they fare on each of the above highlighted parameters.

Do let me know what are the other things that interest you- in case you are marketer or a content creator. Meanwhile, I get down to creating some more content and putting in more distribution channels for the podcast. Can only get better with time. Till then- Enjoy!

Shalabh Pandey

ChasingTheStorm

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Agriculture starts to understand social media

Michele Payn-Knoper has set out to help the agriculture community of America embrace and understand social media. She is now conducting web seminars to help those involved in agriculture fully understand how to integrate themselves into social media to help protect the reputation of American agriculture.

She talks in-depth about it in this podcast.

Source: Brownfield

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Podcasting Relationship to Social Media

This blog post from Social Media Today, brought up an interesting topic: Is podcasting considered a part of social media? The authors response was no, and that the distinction for podcasting was that it is a form of new media and not social media. He cited his reasons as that this medium is considered to be a one way dialog and to qualify as social media there needs to be more than one person engaging in conversation. This then begs the question of what is social media then. According to Wikipedia the definition is:

“the use of electronic and Internet tools for the purpose of sharing and discussing information and experiences with other human beings.”

What do you consider to be social media? Do you disagree with the author on his stance on podcasting and its relationship to social media vs. new media?

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What Happens in Vegas... C20 Wrap Up

Welcome to Hell Week

I've been a road warrior during the last few months and I can tell you, there is nothing sexy about it. Don't get me wrong, I've stayed in nice hotels, eaten decent meals, met with interesting (and sometimes famous) people. But it gets tired fast. Anyone that travels a lot knows what I'm talking about. You miss your family. You find yourself completely in reactive mode when it comes to work. Meetings get pushed off, and then pushed off again. Your sleep suffers.

Last week was worth it though. We had what we affectionately call "Hell Week" out in Las Vegas. Four conferences (Community 2.0, Warrillow Summit, ACORD/LOMA, Sirius Decisions) in five days including three keynotes from our chairman, two panels that I participated in, dozens of podcasts, video interviews and sponsorships at each event. It was exhausting but really ended up being a "tour de force" for both Mzinga, and We Are Smarter.

To hear some of the podcasts that Jim, Bryan Person (our client and podcast producer) and myself did while we were at Community 2.0, head over to Jim's blog. You can also see a complete list of the podcasts here on the C20 blog. The videos will be coming soon.

My colleague, Shannon took a number of pictures that are up on Flickr (I have a bunch I need to post too - also coming soon).

Here are some high level observations from the Community 2.0 Conference:

• Great collection of smart community people. I knew a number of the speakers/attendees already because of last year's event, my We Are Smarter podcasts or Bill Johnston's ForumOne events. I did meet a few new peeps which is always fun.
• One of the highlights of the trip was picking up Charlene Li of Forrester at the airport at 12:30 AM on Tuesday so that we could podcast with her. I think she thought my colleague, Jim Storer, and I were slightly crazy but she was a good sport about it.
• We held a disco/bowling party Tuesday night for clients and friends of Mzinga. It was really quite amusing and we bowled our ASSES off. By the end of the night, I wasn't half bad. I will say this much though, real bowling and bowling on the Wii are not even in the same universe from a skill set perspective.
• David Weinberger is an incredibly brilliant but shy person. He's much more self aware than people give him credit for and his keynote was brilliant. I had the pleasure of podcasting with him and talking with him for about 45 minutes at the Community 2.0 kickoff party Monday night. At one point in the conversation, he said "STOP INTERVIEWING ME!" I laughed and told him it was hard - my job is to ask people questions. He and I joked about it his brutal honesty for the rest of the conference - he apologized - I told him he was just keeping me honest.
• Tony Hsieh of Zappos is an incredibly cool dude. He is one of the most social media-savvy CEO's I know (Jason Calacanis excepted). We podcasted with him as well and got to ask him questions my wife wanted answers to. One such question was "why does your UI kind of suck?" I didn't put it quite that bluntly but his answer was, "we're fixing it and tell your wife to go to http://zeta.zapos.com" (beta version of the site).
• I also had some great conversations with KD Paine - the queen of social media measurement (we did a video interview), Rachel Makool of eBay, Peter Friedman of Liveworld, Mike Walsh of Leverage Software, Shel Israel, and many many more smart social media peeps.

I didn't take a ton of notes but here are some take aways I jotted down during Charlene Li and David Weinberger's sessions:


Charlene Li's Keynote: May 13 (Community 2.0 Conference)

Reviewed Groundswell and why it matters:

Case studies:

• Del Monte - Market research for their dogfoo (pdf) - people give great, immediate, feedback
• Tivo Community (didn't own it - but they participate)
• BlendTec - Will it Blend videos were a great way to
• P&G's Beinggirl.com - great way to get research on teen girls use of tampons (it's a site focused on teenage girl things, not feminine products) - math in the book shows lifetime profit/girl that buys is $480 (girls tend to stick w/ brand they started with)
• E&Y - doing a great job with their Facebook presence - great at having conversations with recruits
• Fiskars - Scissors used in scrapbooking - went out and asked "what question do you think of when you hear 'Fiskars'" - response was "beige" - Fiskars didn't like this so worked with "Fiskateers" (WOM advocates) - saw a correlation between activity and in local forums and local store sales
• Dell - support forums - "Predator" spends 40 hours/week answering questions about optical drives for Dell customers (is not an employee) - asked him why and he said "I really enjoy helping people.
• Blueshirt Nation - (great podcast) employee communities - great for internal innovation, information sharing.
• Starbucks innovation - currently soliciting feedback via idea catcher - they respond!

- Talked about ROI of executive blogging - for $285K spent (estimates) by GM on Fastlane blogs, ROI was $353K.

- Dell - talked about Jeff Jarvis' "Dell Hell"/flaming laptop precipitating a blogging team (lead by Lionel Menchaca) - in spite of tons of negative intitial feedback, Dell stuck with it (Mike Dell e-mailed Lionel in the thick of things at 1:00 AM to tell him that he was doing a great job!)

- Charlene asked how many of us know how many customer touch points we have? We should be asking ourselves this question.




David Weinberger's Keynote: May 13 (Community 2.0 Conference)

• A real community is a group of people that care about each more than they really need to
• Real conversations are voluntary, open-ended, in your own voice
• Imagagine the worst boss (show's Dick Cheney)
• Showed laughing baby from Youtube - convserations are facilitated by passing around consumer generated content
• Everything we do is social (60K comments on the laughing baby video on Youtube)
• Web/conversations online are important during the "age of conversation" in the "age of information" - we can now go to the end user to ask them questions like, "how's the Mini in the winter in Boston?"
• Informationalization - "Statement - DNA is not information" (we show ourselves views of DNA over and over again as information) but it really isn't what DNA looks like. It's not information (the world is made out of "stuff")
• Ray Kurzweil - wrote The Age of Spirtual Machines - when will computers be powerful enough so that we can create a perfect model of the brain (by 2029). Ray believes that if he can model the brain, when he dies, he will live on forever. Key is that the model of something "isn't" something. It's just a representation.
• Databases are great, but...
• LOC receives 7,000 new books/day - they have a system for this but this isn't scalable. There are tens of millions or hundreds of millions of items updated to the Web every day.
• Control doesn't scale (at least not well - China is finding this out now). You need to spend all your time trying to "control" - the Web was built so that it didn't require centralized control - this allowed it to grow, scale and ultimately succeed (we didn't need to figure out a way to manage 60K comments on a laughing baby video)
• Too much abundance (good and bad) on Web - we manage e-mail in spite of the spam.
• First order: Filling cabinet (one person's filing system)
  
• Second order: file card library (group organization analog style) - ensures that we must throw out most of the content in order to keep things organized
• Third order: Amazon is able to do this with data using tag clouds, taxonomies, links, and all sorts of other types of meta data (basically) - user reviews

- KEY: Users are now in charge of the organizing of information - (We companies let customers organize - ME companies still insist they control and that they are in charge)

- Library of Congress put up 3,000 pictures on Flickr that they weren't able to categorize - end-users added dozens of tags and comments to these pictures (Flickr, only allows for 75 tags - people "hacked" comments to add additional tags)

- With newspapers, only one front page is possible. In digital world, blogs, forums, Twitter, digg and many other social media activities are all new front pages!

- Talked a bit about the importance of Twitter.

- Britannica works but doesn't scale. Couldn't get to Wikipedia's scalle (millions of posts/entries in just five years)


Some Twitter/blog coverage and from the event:

• Tweets from the event tagged with #c20
  
• Francois Gossieaux's blog
• Rachel Happe's blog
• John Bell's "Digital Influence Mapping" Blog
• The Virtual Gardener Blog
• Kathleen Gilroy's Blog

If you know of other stuff I'm missing (I'm sure there's plenty) please let me know via comments or DM me on Twitter.

Best,
Aaron

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Podcast conversation with Rachel Happe, IDC

Rachel sat for me early in the conference to share her thoughts on what we'd learned so far from the presentations, how "getting to the Aha! moment" is important in every community initiative and how companies can get started in social media. She's also doing some interesting research and developing models to help determine the key levers of successful community. Read more about this on her blog. Download this podcast or stream it below.

* Recorded at the 2008 Community 2.0 Conference and cross-posted on Jim Storer's Mzinga blog.

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Podcast conversation with Zappos CEO, Tony Hsieh

In speaking with people after Tony's keynote, it became clear they found his message inspirational, but not necessarily helpful in their journey with community. I didn't have a great response to this until I saw slide in Patti Anklam's presentation the next day. She talked about the roles of an old ceo vs new ceo." specifically, the old CEO leads the company vs. the new CEO, who helps to create a sharing culture. That's when it clicked for me. Tony's a great example of what it means to be a CEO in the current business climate. This article (shared by Tony via Twitter this morning) is another example of that process in action. Download this podcast or stream it below.

* Recorded at the 2008 Community 2.0 Conference and cross-posted on Jim Storer's Mzinga blog.

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Podcast conversation with Rachel Makool and Matt Warburton

By Jim Storer

Both Rachel Makool (eBay) and Matt Warburton (Yahoo) have extensive experience in building/managing community and it shows in this hallway conversation. They confirm how important it is the connect with other community managers to benchmark your efforts and learn from their mistakes. Rachel also suggests how important it is to understand the precedents you set with your community - they'll expect you to follow through. Matt talks about how valuable community is as a feedback mechanism for Yahoo. Download this podcast or stream it below.

* Recorded at the 2008 Community 2.0 Conference and cross-posted on Jim Storer's Mzinga blog.

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Podcast conversation with Dawn Lacallade

By Jim Storer

We were fortunate to meet and have a conversation with Dell's lead blogger Lionel Manchaca at SXSW earlier this year. He spoke briefly about their Ideastorm, but really focused on sharing best practices around corporate blogging. When I noticed Dawn on the agenda at the Community 2.0 Conference, I knew we had to do a follow up conversation with her. Dawn leads the Ideastorm initiative and the insights she shares in this podcast are essential for anyone considering engaging customers (or employees) in co-creation or idea management. Download this podcast or stream it below.

* Recorded at the 2008 Community 2.0 Conference and cross-posted on Jim Storer's Mzinga blog.

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Podcast conversation with David Weinberger

By Jim Storer

It seems to me that David is reluctant legend. His suggestion that "markets are conversations" has become the mantra for the future of the web, yet David prefers not to spend much time talking about it. We arranged a podcast with David following his keyonte at the Community 2.0 Conference, where he shared his thoughts on a variety of topics, including why control doesn't scale, the Library of Congress, The Cluetrain Manifesto back story and the cultural challenges facing companies when they join the conversation. Download this podcast or stream it below.

* Recorded at the 2008 Community 2.0 Conference and cross-posted on Jim Storer's Mzinga blog.

* Flickr photo by Bryan Person.

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Podcast conversation with Charlene Li

By Jim Storer

Booking (and connecting for) podcasts can be hit or miss and creativity in scheduling is often rewarded. My colleague Aaron connected with Charlene on the phone several days before the Community 2.0 conference and found out she would only be in Las Vegas for 12 hours. She planned to arrive at midnight on Monday and would leave immediately following her keynote the next morning. Thinking on his feet, Aaron suggested we could pick her up at the airport and have a conversation on the ride to the hotel. Charlene agreed and what follows is the transcript of that conversation, including the sound of a laboring limo, a courteous driver stopping to try to buy a bottle opener (unsuccessful) and terrific insights from the co-author of Groundswell (along with colleague Josh Bernoff). Download this podcast or stream it below.

* Recorded at the 2008 Community 2.0 Conference and cross-posted on Jim Storer's Mzinga blog.

* Flickr photo by Brian Solis.

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Podcast conversation with Bill Johnston

Bill Johnston is the chief community officer at Forum One Communications and was a panelist on the Day One session, What Do These Points Really Mean? The Pros and Cons of Community Reputation Systems.

In this podcast discussion recorded on Day Two, Bill talks about the evolution of the Community 2.0 Conference from 2007 to 2008, as well as the state of employment in the online community industry.

Download this podcast, or stream it below.

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Podcast conversation with Betty Sanchez

Betty Sanchez is a Bay Area-based interactive marketing consultant.

In this podcast discussion, Betty offers advice for professionals who are just getting started in online communities.

Download the podcast, or click to stream below.

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Podcast conversation with Dan Neely

Dan Neely is the CEO of Networked Insights who led a conference session on Day Two called Customer Engagement: The New Metric and What it Means to Your Business.

In this podcast conversation, Dan explains why companies using social media and building online communities should focus on "passion and pain points."

Download the podcast, or click to stream below.

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