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The Swan Song of Mich Matthews, Outgoing Chief of Marketing at Microsoft

By - May 27, 2011

mich-matthews-microsoft-marketing-head.jpgAfter a 22-year career helming communications and later all of central marketing for Microsoft – she counts her budgets with a “b”, folks – Mich Matthews, who I admit I’ve grown fond of, is leaving Microsoft later this summer.

For years I’ve asked Mich to sit down with me and endure one of my trademark grillings, and for years she’s demurred, in the main because she believes that the CMO should not be a front person. “You’re an onstage guy,” she told me when we last spoke. “I’m the person pulling the ropes backstage.”

Well, maybe because she’s leaving, and maybe because she’s exploring what comes next (she honestly doesn’t know, but has an inkling), Mich has finally agreed to speak her mind on stage, and if our prep conversation earlier this week was any indication, it’s going to be one hell of a swan song.

Mich opens Day Two of the sixth annual CM Summit in NY just 10 short days from now. And she’ll have some serious stories to tell.

For example, it was Mich in the wings as her boss Bill Gates arrogantly defied the US Justice Department in a disastrous videotaped antitrust deposition in the late 1990s. Not very many people saw that video – but imagine, as Mich certainly has, if that video had gone viral on YouTube. “Thank God YouTube didn’t exist,” Mich told me. Today’s leaders in key areas – search and social, for example – are headed for equally fateful outcomes if they don’t heed the lessons of how the USS Microsoft foundered on the shoals of government policy.

Mich, who in private has always been extraordinarily candid, is ready for her next chapter. When I asked how she felt, she told me “Like I just got a degree in awesome from the University of Awesomeness.” It’s not that working at Microsoft was terrible, but rather that after putting in more than two decades, she had earned the right to look at the world from a new perspective.

It will be that point of view I”ll be asking about first, and then we’ll get into some history, as well as some prognostications about the industry in general. Lest we forget, this is the woman responsible for taking Bing and marketing it to a more than 100% share increase in less than two years. The person responsible for fighting off Google in office apps, Apple in mobile, Sony and Nintendo in gaming, Oracle and scores of others in Enterprise, and, and, and…She’s got war stories, and she’s got lessons learned.

In fact, I’m thinking about giving her opening session more time, as I know we’ll run out of it too soon.

Oh, and PS – Register today before we sell out. It’s getting close!

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Special thanks to our sponsors: Blackberry, AT&T, Google, Quantcast, Demand Media, Facebook, Outbrain, Pandora, Pixazza, R2integrated, Slideshare, Yahoo!, AOL, American Express OPEN, Balloon, BriefLogic, Evidon, Marketing Evolution/Telmar, Mobile Roadie, Spiceworks, and Ustream. And a shout out to our partners at IAB, Mashable, paidContent, ReadWriteWeb, SMAC, and TechZulu.

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What Makes Your Business Special?

By - May 17, 2011

BigBreak.pngAs I’ve told folks on Twitter, I’m a judge in American Express OPEN’s “Big Break” program, a Facebook promotion that is offering five worthy small businesses a chance to fly to Facebook HQ and get a complete “business makeover,” as well as $20,000 in cash.

As someone who has started five or so small businesses, I know the power of a helping hand at the right time, heck, I know the power of just organizing oneself to enter a contest like this. Just doing the work of communicating why your business is worthy of support from someone else is an exercise that can yield benefits all on its own.

And every one of us knows a small business that we love and want to support, I know about ten, in fact. I’ve been telling them about this program, and encouraging them to sign up. I hope you will do the same.

But time is running out. The deadline to enter is this Friday, May 20th.

Entry is fairly straightforward and simple – a three part questionnaire, a photo upload portion, and contact information. The entry questions are listed below:

“Tell us about your business. What makes you excited to come to work every day?”

“How do you envision Facebook impacting your business?”

“How could a Big Break help your business and your customers?”

25-30 semifinalists will be narrowed down to 10 finalists, followed by 5 community-chosen winners. The prize is as follows:

• 10 finalists, as determined by judging, will:

• Be filmed and have a video created by American Express for use in community vote

• Receive $2,500 in Facebook ad credits

• 5 winners, as determined by community voting, will each receive:

• A trip to Facebook headquarters for a two-day Facebook business makeover

• $20K to grow their business

• Opportunity to appear in OPEN Facebook webisodes

As most of you know, American Express OPEN Forum is jointly produced by my company, FM, but I’m promoting this program because I believe in it. So if you run a small business, or know and love someone who does, encourage them to apply!

Facebook to Take Lead in Display on Web? Hold On…

By - May 10, 2011

Today a big story broke across my news feeds: “Facebook set for display ad lead” says one typical headline in the Financial Times. It continues:

Facebook’s large user base will make it the world’s largest online display advertising company by revenue this year, overtaking the comparable businesses of Google and Yahoo, according to analysis published on Tuesday. Enders Analysis, based in London, in a report on Tuesday, forecasts that Facebook will lift its advertising revenues from $1.8bn to $3.5bn in 2011, a rise of 95 per cent. At the same time, Google’s display business – which includes YouTube, the video site, and DoubleClick, its banner network – is expected to rise from $2bn last year to $2.6bn this year …

The comparison makes for great headlines, but I don’t really think it’s apples to apples. First of all, it excludes all of Google’s search advertising, which has been evolving quite rapidly towards a more “display” like look and feel. And secondly, it’s rather hard to tell the difference between Google search ads and Facebook “display” ads. After all, this is what Facebook display ads look like:

Fbook display.png

And this is what Google “search” ads look like:

Google search .png

Further confusing the analysis, this is what Google “search” ads look like when they include an image, which you can do now if you want:

Google search w image.png

Now that looks an awful lot like a typical Facebook display ad, doesn’t it?

I am quite sure if you did the analysis against creative as opposed to categorizing “search” as distinct from “display,” the headlines about “Facebook taking over from Google” would surely disappear.


Building A New Map And I Need Your Help: What Are The Key Categories of Data In Today's Network Economy?

By - May 04, 2011

Map 2010.png

Many of you probably remember the “Points of Control” Web 2 Summit Map from last year, it was very well received. Hundreds of thousands of folks came to check it out, and the average engagement time was north of six minutes per visitor. It was a really fun way to make the conference theme come to life, and given the work that went into its creation, we thought it’d be a shame to retire it simply because Web 2 has moved on to a new theme.

As I posted last week, this year’s theme is “The Data Frame.” From my updated verbiage describing the theme:

For 2011, our theme is “The Data Frame” - focusing on the impact of data in today’s networked economy. We live in a world clothed in data, and as we interact with it, we create more – data is not only the web’s core resource, it is at once both renewable and boundless.


Consumers now create and consume extraordinary amounts of data. Hundreds of millions of mobile phones weave infinite tapestries of data, in real time. Each purchase, search, status update, and check-in layers our world with more of it. How our industries respond to this opportunity will define not only success and failure in the networked economy, but also the future texture of our culture. And as we’re already seeing, these interactions raise complicated questions of consumer privacy, corporate trust, and our governments’ approach to balancing the two.

How, I wondered, might we update the Points of Control map such that it can express this theme? Well, first of all, it’s clear the game is still afoot between the major players. Some boundaries may have moved, and progress has been made (Bing has gained search share, Facebook and Google have moved into social commerce, etc.), but the map in essence is intact as a thought piece.

Then it struck me – each of the major players, and most of the upstarts, have as a core asset in their arsenals *data*, often many types of it. In addition, most of them covet data that they’ve either not got access to, or are in the process of building out (think Google in social, for example, or in deals, which to my mind is a major play for local as well as purchase data.) Why not apply the “Data Frame” to the map itself, a lens of sorts that when overlaid upon the topography, shows the data assets and aspirations of each player?

So here’s where you come in. If we’re going to add a layer of data to each player on the map, the question becomes – what *kind* of data? And how should we visualize it? My initial thoughts on types of data hew somewhat to my post on the Database of Intentions, so that would include:

- Purchase Data (including credit card info)

- Search Data (query, path taken, history)

- Social Graph Data (identity, friend data)

- Interest Data (Likes, tweets, recommendations, links)

- Location Data (ambient as well as declared/checked in)

- Content Data (Journey through content, likes, engagement, “behavioral”)

Those are some of the big buckets. Clearly, we can debate if, for example, identity should be its own category, separate from social, etc, and that’s exactly the kind of argument I hope to spark. I’m sure I’ve missed huge swaths of landscape, but I’m writing this in a rush (have a meeting in five minutes!) and wanted to get the engine started, so to speak.

I’m gathering a small group of industry folks at my home in the next week to further this debate, but I most certainly want to invite my closest collaborators – readers here at Searchblog, to help us out as we build the next version of the map. Which, by the way, will be open sourced and ready for hacking….

So please dive into comments and tell me, what are the key categories of data that companies are looking to control?

Preliminary Agenda Is Live For CM Summit, Sign Up Now, It Always Sells Out…

By - April 20, 2011

hudson theater_image.jpg Federated Media is proud to present the sixth annual Conversational Marketing Summit, June 6-7 at the fabulous Hudson Theater in the Millennium Broadway Hotel in Times Square. The preliminary agenda is now up, more is coming, but you can get a pretty good sense of the lineup – it’s amazing.
This year’s CM Summit will bridge the conversations of FM’s regional Signal conferences on one stage, bringing together the topics of content marketing, location services, mobile, data, and the real-time web onto one stage.

See our initial agenda, now live on the site.

The rise of digital platforms present massive opportunities, but one significant challenge: finding the signal in an increasingly noisy ecosystem of sites, apps, and services. Audiences fragmented between usage on Facebook and Twitter are constantly faced with new services like Groupon, Foursquare, Color, and SimpleGeo. How can we, as marketers, help our customers find the signal that’s right for them? CM Summit we will dive into a day and half of rapid-fire case studies, insightful one-on-one conversations, and dynamic High Order Bits that will help brands, agencies, and marketers better understand consumer trends, experiences and industry signals.  

Join the conversation! This event always sells out.
REGISTER TODAY and get your early-bird pricing, available only until this Friday, April 22. Special thanks to our event sponsors: RIM, AT&T, Google, cms2011-register-now.jpgQuantcast, Demand Media, Facebook, Outbrain, Pandora, R2integrated, Slideshare, Yahoo!, AOL, Mobile Roadie, Spiceworks, Ustream; and our partners: IAB, Mashable, SMAC, and paidContent.
We look forward to seeing you this June 6-7 in New York!
Please visit our site for hotel booking details, a full list of speakers, and more event details.

A Funny Coincidence, or a Glimpse of the Future?

By - April 15, 2011

I took a ride today, and it was gorgeous as usual. That’s not my story, but it’s certainly a part of it.

As I rode I used the AllSports GPS app on my iphone to track my progress (guys, if you’re reading, your upload is busted).

I knew I’d be able to see the whole ride on Google Maps later, which is cool. It also tracks stuff like distance, vertical, speed, etc. Tons of fun.

So that’s one signal tracking me all along the way, kicking off tons of data as I went. Some of it I was capturing. Some of it, I’d warrant, was being captured by the app. And, if that app has a deal with Google or others for advertising, some of that data, I’d wager, is going to Google as well. I know this. Not sure most folks do, but they will. More on that in another post.

As I rode, I checked into a couple of trails I was on: Indian Fire, and Eldridge. In fact, I put Eldridge on the map of Foursquare, odd, but I knew it wasn’t on there as I tried to check in before but didn’t follow through on Foursquare’s request that I add the spot.

This time I did. Another app has some of my data now. I’m happy to give it to them, in fact.

After about 45 minutes of good up, I found myself at this vista and sent it to Tumblr:

battelle 2:3 up Eldridge NorthEast Over Bon Tempe et al.jpg

A happy place to be sure. I think I captioned it Beeeeeuuuuttiieee or something. This is the view looking Northeast, two-thirds up the Eldridge trail on Mt. Tamalpais. Oh, and a third app now has my data.

Of course, the iPhone also has all that data, and more. And AT&T has its fair share to boot.

We peaked (checked in natch), ripped on down, took more pics, including a video, and I got home to my new video/music/think out loud room. And I put the map and the pictures and the video up on the big screen, and played a bit of Muppets doing Dance Yourself Clean because, well, it was Friday after all.

My buddy left, and I went in to get something. I came back to check mail, and brought up my browser. Now, my home page is this site, and what do I see at the top of the site, in the ads which at this point had reverted to Google AdSense?

Well, I saw this image:

GoogleMap Ad looks like Tam.png

Well I’ll be, I say to myself. That looks a lot like where I just was! And this was a Google Maps ad. Holy CRAP! Did Google get some of that data and, in near real time, show me an ad with MY PICTURE IN IT?

Funny thing was, I wasn’t creeped out. In fact, I was thrilled….I love that place, and there it was at the top of my site!

Now there’s much to say about this, but OF COURSE I CLICKED ON THAT BAD BOY.

Here’s what I got:

Screen shot 2011-04-15 at 6.37.40 PM.png

The thrill was palpable – was I looking at a Northeast view from two-thirds up Eldridge? Wow! Now that’s conversational media!

Well, no. I was looking at a beautiful vista in Ireland, in fact. Clearly the ad folks at Google thought it was a good shot to use. Packaged goods media.

It was all a coincidence.

But it sure as hell got me thinking.

Why *isn’t* there a way to take all that data, and more, and make experiences that work for all of us? I wrote about this in the “Rise of Metaservices.” I want me some, now. And not just so Google can serve me the perfect ad. The world is so much bigger than that (but if that pays for that world, I’m cool with it, as long as I have a dashboard which gives me control).

More to come.

Join Us For the Sixth Annual CM Summit in New York During Internet Week

By - April 11, 2011


We’re very excited to announce the theme and initial speaker lineup for our 6th annual Conversational Marketing Summit. The Summit will take place June 6-7th in New York City, at the Hudson Theater and Millennium Broadway Hotel.
Our theme is Finding the Signal. Speakers at our annual anchor event include Laura Desmond, CEO of Starcom MediaVest, Tim Westergren, Founder of Pandora, David Karp, Founder of Tumblr, Antonio Lucio, CMO of Visa, and Judy McGrath, Chair and CEO of MTV Networks. And that’s just for starters…see the full (and growing) list here.
We’ve taken our theme in the spirit of our regional Signal event series. Each Signal focuses on a key new area of digital marketing: Location, Real Time, Content, and Social. Finding the signal in an increasingly noisy eco-system of sites, mobile apps and services is increasingly difficult. At the CM Summit, we’ll cut through the clutter and offer up the very best and brightest for two robust days of case studies, insightful one-on-one conversations and compelling introductions of new products, start-ups and services.
Please join leading agencies, marketers, platforms and entrepreneurs in our industry’s most rigorous and thought-provoking annual gathering, the Conversational Marketing Summit.
Early-bird registration is open until April 22. Don’t wait, this event always sells out.
I look forward to seeing you in New York in June.
A very special thanks to our sponsor partners who make all this rich conversation and exploration possible: RIM, Google, Quantcast, Demand Media, Pandora, R2integrated, Slideshare,Yahoo, AOL, Mobile Roadie, Spiceworks and Ustream.

Watch This Space: The Next Generation of "Social Networks" Won't Look Like Facebook.

By - April 07, 2011

Lately in talks and private conversations, I’ve been thinking out loud about the role of Facebook in our lives. It’s an extraordinary service (and company), and deserves its extraordinary valuation. But its approach to our “social graph” is limiting, as I and others have pointed out quite a bit.

While in Mexico I had the chance to sit with a couple of entrepreneurs who have an idea I feel is deeply *right* about social networking, and it couldn’t be further from how Facebook works today. I can’t outline what the idea was, but I can say that it hit the same nerve, that we are on the precipice of entirely new ways of thinking about our relationship to others as leveraged over digital platforms, and while Facebook may well be the oxygen or the landmass of this ecosystem, it won’t be the entire ecosystem itself.

To that end, this piece in TNW hits on some parts of what I’m on about. In it, the author writes:

Just as Google had early dominance in lighting up a portion of the web, Facebook has early dominance in lighting up a portion of the world’s social graph. But much like the Dark Web, there exists network upon network not yet graphed by Facebook, waiting to be mapped, organized, and optimized for communication.

I agree, and think there are many, many new places to create value here.

Google "Head End" Search Results: Ads as Content, Or…Just Ads?

By - March 30, 2011

GoogHeadEndSearchAdEditRatioBattelleMedia.png

Today I spoke at Sony HQ in front of some Pretty Important Folks, so I wanted to be smart about Sony’s offerings lest anything obviously uninformed slip out of my mouth. To prepare I did a bunch of Google searches around Sony and its various products.

Many of these searches are what I call “head end” searches – a lot of folks are searching for the terms I put in, and they are doubly important to Google (and its advertising partners) because they are also very commercial in nature (not in my case, but in general.) Usually folks searching for “Sony Tablets” have some intent to purchase tablets in the near future, or at the very least are somewhere in what’s called the “purchase funnel.”

I was struck with the results, so much so I took a screen shot of one representative set of results. In traditional print, we used to watch a metric called “Ad Edit Ratio” very closely (as did the government, for reasons of calculating postal rates). Editors at publications lobbied for low ad edit ratios (so they’d get more space to put their content, naturally). Advertising executives lobbied for higher Ad Edit ratios (so they could sell more ads, of course). We usually settled somewhere around 50-50 – half ads, half editorial.

Google is way lower than that, on any given search. But not for head end searches. In fact, as a percentage of actual “editorial” (organic search results) versus “paid”, it’s pushing towards 35/65 or more, at least when you measure the space “above the fold” on a typical screen.

Then again, in the case of AdWords, one could argue the ads are contextually relevant and useful.

Just felt worth pointing out, if for no other reason as to add a page to the historical record of how the service is evolving. Once “media” adwords start taking over, this picture may well change again, and it might not be a change that folks like much.

Everbody Forgets About the Power of Intentional Declaration

By - March 23, 2011

I love that Facebook is testing real time conversational advertising. In short, the idea is that the right ad shows up on someone’s Facebook page when they declare some intention. As the Ad Age coverage puts it:

Users who update their status with “Mmm, I could go for some pizza tonight,” could get an ad or a coupon from Domino’s, Papa John’s or Pizza Hut….With real-time delivery, the mere mention of having a baby, running a marathon, buying a power drill or wearing high-heeled shoes is transformed into an opportunity to serve immediate ads, expanding the target audience exponentially beyond usual targeting methods such as stated preferences through “likes” or user profiles.

Sounds great, but hollow – kind of like a 4/4 beat missing a bass drum. And what’s the bass? It’s the consumer, of course.

Allow me to explain. If I’m a consumer in Facebook’s real time advertising world, and I notice that the ads change based on my status update, I may decide to intentionally declare my desire for a pizza, or a pregnancy test, or some cool shoes, because I know the ads/offers/coupons/deals are going to come my way. In other words, it’s advertising’s version of the street finding its own use for technology. Advertising isn’t one way, Facebook. It’s conversational, and the biggest mistake one might make is to assume your consumers won’t game that system for their own uses. In fact, I’d suggest you design your product around that assumption.

If you do that well, you just might have a hit on your hands.