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On the Future of Media: Starcom MediaVest Group CEO Laura Desmond

By - May 24, 2011

ThDesmond_PREFERRED_1.jpge sixth annual CM Summit is just two weeks away, and that means I’m knee deep in prep: thinking about the major themes driving our industry, and in particular, those driving media and marketing.

This is why I’m so pleased that our opening conversation will be with Laura Desmond, the CEO of Starcom MediaVest Group, one of the largest buyers of media in the world. SMG recently made news by winning Microsoft’s lucrative business in the US, and counts P&G, Walmart, Coca Cola, and GM amongst its all star roster of clients.

In short, Desmond has a front row seat to the changes happening in media and marketing today, and from the notes I took in our prep call earlier this week, our onstage conversation should be compelling. Some of the topics we’ll be covering:

- The “consumerization of IT.” As technology becomes integrated into all of our lives, large business to business marketers like Microsoft and Oracle are contending with changing demands of their customers in the workplace. Conversely, the large consumer packaged goods companies like P&G must become IT companies, as consumers demand they respond as nimbly as the Amazons, Googles, and Netflixs of the world.

- Brands as publishers. This is the theme I’ve been writing and preaching about since the founding of Federated Media in 2005, but it’s taken center stage with major marketers this year, according to Desmond. Brands need to become curators, filters, and providers of consumer experiences, she argues, and they need to work in new ways with traditional publishers to get there.

- The shift of media budgets from television to digital. This is the elephant in the room everyone can see, but no one can shoot. While the big five digital platforms command nearly 80% of digital budgets, the truth is, television brand dollars still rule the roost. Why? Desmond has some answers, and expect to hear a call for the end of “market mix modeling,” a practice which began in the 1950s and has barely changed since.

- The role of demand side platforms, real time bidding, third party data, and exchanges in today’s evolving market, an issue which dominated the Interactive Advertising Bureau’s annual meeting and conference earlier this year.

There’s a world of issues to cover off in our opening conversation, and with more than 30 speakers from GM, Visa, Sony, Google, Facebook, Twitter, and more joining us on stage across one and a half days, our goal is to give CM Summit attendees a high-level look at the business of marketing, in a rapid-fire conference that will keep folks on the edge of their seats.

Register today before we sell out. And if you have a question you’d like me to ask Laura, leave a comment here or join the conversation on the #CMSummit hashtag. See you in New York!

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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.org, ReadWriteWeb, SMAC, and TechZulu.

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Initial Web 2 Summit Lineup Announced

By - May 11, 2011

Today we announced the first tranche of speakers for this year’s Web 2 Summit conference, Oct. 17-19 at the Palace Hotel. It’s a great group, but we’re really only getting started. I’m mixing up the programming approach quite a bit this year, with no panels and a lot more short, impactful High Order Bits and data visualizations. Right now we have 26 or so speakers confirmed, but I expect we’ll be at nearly three times that by the time we’re done. The program is going to be BANG BANG BANG, not that it dragged in the past….

One new thing I’ll be doing as well is forming an advisory board. More on that soon, but my goal is to gather input on the program from a diverse set of voices. This is something I did way back when we started in 2004, it felt right to do it again.

You’ll notice the lineup has a fair share of the industry heavyweights you might expect me to interview (Steve Ballmer, Dick Costolo, Steven Elop, Michael Dell, etc), as well as some names that perhaps you have not heard of (Intel anthropologist Genevieve Bell, “The Information” author James Gleick, etc.). In the coming months, I’ll be announcing new additions pretty frequently, mainly through Twitter, so if you want to stay on top of them, follow me or the Web 2 Summit handle.

Below are the speakers in visual form.

Registration is open, if you want to come, now’s the time, as you get a far better price. We’ve sold out registration every year since 2004.The link at left includes the discount, which lasts, if I recall, only for a short time. Hope to see you there!

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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

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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?

Announcing Web 2 Summit 2011: The Data Frame

By - April 25, 2011

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If you’ve been reading my musings these past few months, you may have noticed an increasing fascination with data. Who owns it (the creator, the service, both? Who has access to it – ISPs? Device makers? Marketers? The government? And how are we as an industry leveraging data to create entirely new classes of services?

Well, expect a lot more musing here, because (finally!) we’re ready to announce the theme for the Web 2 Summit, 2011, and it’s this: The Data Frame. From my overview, just posted on the site:

For Summit 2010, we noted that the Web ecosystem had shifted into something of a battlefield, with both major players and upstarts jockeying for lead positions around key “Points of Control.” Looking back at our theme one year later, it’s clear the game is still in its early phases – most of the major players have held their ground and continue to press into new territory. Meanwhile, the cycle of startup creation has intensified and compressed.

Given all this, we’re tempted to simply declare 2011 “Points of Control, The Sequel.” But we’ve noticed a constant uniting nearly all the battles around these strategic regions. That constant? How companies (and their customers) leverage data.

In our original Web 2.0 opening talk, as well as in Tim’s subsequent paper “What is Web 2.0,” we outlined our short list of key elements defining the emergent web economy. Smack in the middle of that list is this statement: “Data Is the Next Intel Inside.” At the time, most of us only vaguely understood the importance of this concept. Three years ago we noted the role of data when “Web Meets World,” and two years ago, we enlarged upon it with “WebSquared.”

This year, data has taken center stage in the 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 infinite. No longer tethered to the PC, each of us bathes in a continuous stream of data, in real time, nearly everywhere we go.

In the decade since search redefined how we consume information, we have learned to make the world a game and the game our world, to ask and answer “what’s happening,” “what’s on your mind,” and “where are you?” Each purchase, search, status update, and check-in layers our world with data. Billions of times each day, we pattern a world collectively created by Twitter, Zynga, Facebook, Tencent, Foursquare, Google, Tumblr, Baidu, and thousands of other services. The Database of Intentions is scaling to nearly incomprehensible size and power.

Of course, this fact raises serious issues of consumer privacy, corporate trust, and our governments’ approach to balancing the two. As we learn to leverage this ever-shifting platform called the Internet, we are at once renegotiating our social, economic, and cultural relationships – and we’re doing it in real time. How we interact with each other, how we engage with our government, how we conduct business, and even how we understand our place in the world – all has changed in the short two decades since the dawn of the commercial Internet. And all of this is described through a matrix of data, the power of which our culture is only beginning to recognize.

At the Web 2 Summit 2011, we’ll use data as a framing device to understand the state of the web. We know that those who best leverage data will win. So who’s winning, and how? Who’s behind? In each of our key points of control such as location, mobile platforms, gaming, content, social – who is innovating, and where are the opportunities? What new classes of services and platforms are emerging, and what difficult policy questions loom? And what of the consumer – will users become their own “point of control,” and start to understand the power of their own data?

These are some of the questions we’ll be asking and answering at the 8th annual Web 2 Summit. We look forward to exploring them together.

Web 2 Summit 2011

The Palace Hotel San Francisco

Oct. 17-19, 2011

Registration is now open, and an early line up of speakers will be announced shortly (we already have ten amazing names, but I’m holding off till we have at least a baker’s dozen). Stay tuned, and join the conversation.

* And yes, we’ll be updating our “Points of Control” Map with a new layer – the Data layer, naturally.

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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.

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.

+1: Google Figures Out a Way To Leverage Search.

By - March 30, 2011

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Google today did something smart in social – they offered a human way to do something they had already offered – the ability to indicate your approval of a search result. Previously, you could push a result up or down, but that action was not social in nature. Now you can “+1″ a search result, so as to indicate the result was good and/or valuable to you. That recommendation is then translated to others in your social graph.

Cool! But I sure wish it integrated with Twitter, at the very least. And man, it’d sure be powerful if it worked with Facebook. Wouldn’t it, now?! But from what I can tell, that will NEVER happen.

Instead, “+1″ is going to become Google’s version of the “Like” button from Facebook – the post is very direct about this:

But the +1 button isn’t just for search results. We’re working on a +1 button that you can put on your pages too, making it easy for people to recommend your content on Google search without leaving your site.

Because it’s directly tied to Google’s most powerful asset, search, I think this move has some serious legs. Site owners will want to put the button on their site – even if they have no idea how or even *if* those “+1s” will aid ranking in organic Google search. I can tell you this: Spammers will have a field day with this one, though I imagine the button will be gated in some way (perhaps to push it, you have to be logged into a Google account). In any case, it’s a smart way to leverage Google’s core strength.

Game on.

(BTW, over at Boing Boing, we’ve used “+1″ as a way to indicate agreement in email threads for years, a remnant of older email systems long since forgotten. That practice is alive and well at FM as well. Funny how Google picked up on the same notation.)

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.

Why Color Matters: Augmented Reality And Nuanced Social Graphs May Finally Come of Age

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I read with interest about Color, a new social photo app that was much in the news today. The main angle of coverage was the size of the pre-revenue company’s funding – $41 million from Sequoia and Bain. Hell, the company isn’t just pre-revenue, it’s pre-product….at least for now. Tomorrow the actual product launches.

If it works as advertised, it may well be the first truly execution of augmented reality that truly scales.

I for one hope it works.

The service’s founder, Bill Nguyen, is the real deal. He has a particular ability to see around corners, and is a veteran of more than half a dozen startups. So why am I fired up about Color’s service? Because I think it bridges an important gap in how we use the web today. And please know that my definition of “the web” is in no way limited to “PC based HTML”. When I say web, I mean the digital platform through which we leverage our lives.

OK, now that we’ve clarified that, what does Color actually *do*? Well, let me explain it as best I can, based on a great piece here by Bruce Upbin (OK and this piece and this one too).

In short, Colors combines the public social graph and instant sharing of Twitter with the “capture the moment” feel of an Instagram or Path. But the real twist is in the service’s approach to location. To my mind, Colors has the opportunity to be the first breakout application fueled by the concept of “augmented reality.”

Now, let me back up and remind readers of my oft-repeated 2010 maxim: Location is the most important signal to erupt from the Internet since search.

OK, that said, what Colors does is offer up a visual public timeline of any given location, in real time. Every single image captured at any given location is instantly “placed” at that location, forever, and is served up as an artifact of that location to anyone using the Colors application.

Put your brain to that idea for a second, and you realize this is one of those ideas that is both A/ Ridiculously huge and B/ Ridiculously obvious in retrospect. And pretty much every idea that passes those two tests only has to pass a third to Be Really Big. That third test? Execution.

Wait Battelle, you may be saying. What are you on about? I’m not getting it?!

In short, if Color is used by a statistically significant percentage of folks, nearly every location that matters on earth will soon be draped in an ever-growing tapestry of visual cloth, one that no doubt will also garner commentary, narrative structure, social graph meaning, and plasticity of interpretation. Imagine if Color – and the fundaments which allow its existence – had existed for the past 100 years. Imagine what Color might have revealed during the Kennedy assassination, or the recent uprisings in North Africa and the Middle East, or hell, the Rodney King beating?

But that’s just the stuff that’s important to us all. What Color really augurs is the ability to understand our shared sense of place over time – and that alone is mind-bendingly powerful. Back in 2008 I was struck with a similar concept, which at FM we turned into Crowdfire – a fleeting, early antecedent to the Color concept focused on music and festivals.

To me the key here is plasticity. By that I mean the ability to bend the concept of “social graph” beyond the inflexible “one ring to rule them all” model of Facebook to a more nuanced set of people you might care about in the context of place or moment. I love these kinds of steps forward, because it’s just so damn clear we need them.

Trust me on this. If Colors fails, it will be due to execution, and someone else will get it right. Because the world wants and needs this, and the time is now. (By the way, I’m not encouraged by the website, which focuses on group sharing and such. I think the service is way bigger than that. But I guess you have to start somewhere…)

Oh, and note to Facebook, Twitter, and Foursquare: If you don’t get this feature into your service, pronto, you will more likely than not be rueing the day Color launched.