Archive for the ‘Mobile’ Category

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DR. WHAW? – April 8, 2010


2010
04.08

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Posted in DR. WHAW?, Mobile, Rachel, Social Media | View Comments

This post was written by DR. WHAW? Contributor Rachel Boyman.

Hi hi to all of you DR. WHAW readers!  Here’s what I Didn’t Read While Hard at Work today (but really wanted to!) – enjoy!

DR. WHAW? – April 8, 2010

1. Everything You Need to Know About iPhone OS 4.0 by Devin Coldewey

I just can’t seem to get away from Apple news! During the event to  announce iPhone OS 4.0, Apple CEO Steve Jobs also revealed the company’s plan to launch ad platform, iAd. I’m sure most users don’t love the idea of being interrupted from their app experience every 3 minutes, but this is great news for developers and advertisers. It’s also a great example of how big tech companies have the ability to create products and services that expand industry growth and create jobs. This piece by MobileCrunch’s Devin Coldewey gives a thorough and easy to read round-up of today’s event and its implications.

2. Time Management Secrets Anyone Can Use by Helen Coster

It feels like I’ve been meaning to read “Getting Things Done” by David Allen since I started using the internet. (Not actually possible, the book was published in 2001, whereas I first connected with my own personal Gateway machine around 1996ish). Anyway, we all have a bazillion things to do on a daily basis, so it feels like the only way to get them all done is to multi-task as if the day depends on it, right? Apparently this drive to be efficient actually makes us less so, and this article is a primer toward creating a better time management system.

3. Will Columbia Trained Code Savvy Journalists Bridge the Media/Tech Divide? by Eliot Van Buskirk

I went to journalism school because I love news, storytelling, people, reading, writing, editing, and all the rest. The school I attended had a “new media” program, but most of the training was rooted in honing skills for traditional media outlets (valuable, but not let’s say the *most* valuable). Part of the problem of course, is that until recently, journalists didn’t benefit from understanding the technology that supported the distribution of their work (mostly because it wasn’t there). Of course, that’s no longer the case, and a program that (successfully) integrates engineering education would prove incredibly useful. So my answer to the question posed by Eliot Van Buskirk? Yes.

4. Taking a Look at NPR’s Shining Social Media Strategy by Lauren Dugan

Speaking of tech-savvy journalists, NPR has been repeatedly cited over the last couple of years for its successful social media strategy, which has helped the news outlet not only maintain but grow their listener base at a time when MSM outlets are not having the same success. As Dugan plots in her post, in an age where the interactivity rules, has figured out how to use the Web and social networking to enhance its core product, rather than change it.

[For more on NPR’s digital strategy, check out this older Mashable piece by Josh Catone.]

5. Goodbye, Norma Jean: Apple’s “Get A Mac Ads Are Over by John Biggs

Might as well finish this post off by coming back full circle. Justin Long said in an interview with AV Club that  hasn’t been called in to shoot any of those clever Apple ads lately. After reading Biggs’ post, I happily allowed myself to get sucked into a “I’m-a-Mac” vortex, which not gonna lie, felt great.

And with that, I wish you all a pleasant evening and hope you’re enjoying this outdoor drinking weather ;-)

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DR. WHAW? – April 6, 2010


2010
04.06

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This post was written by DR. WHAW? Contributor Melissa Cafiero.

I hope everyone had a good holiday weekend, religious affiliations or not. I’m not going to babble on today; instead, I’m going to say… Yay Duke! Thanks for winning me my bracket. Happy reading!

DR. WHAW? – April 6, 2010

  1. Are Friendships the Key to Workplace Happiness? by Eileen Habelow – Do you draw a clear line between professional relationships at work and personal friendships? Do you blur the lines a bit? Can you help it? This article takes a look at survey statistics (“67 percent [of American workers] reported having friends at work makes their job more fun and enjoyable and 55 percent feel that these relationships make their job more worthwhile and satisfying”) and looks at the pros and cons of each preference.
  2. Are Bloggers Journalists? by Jeremy Porter – “PRWeek and PRNewswire recently teamed up on a study that found 52% of bloggers consider themselves journalists. The last time they did this study, roughly a third of bloggers felt this way. Why do more bloggers consider themselves journalists these days?” In my opinion, and from what I’ve seen in my trade media outlets, when publications folded and editors were laid off, the editors started their own sites – blogging, writing articles, etc. They still are, essentially, journalists, but they adapted to continue working in the same vein.
  3. Twitter: 25 Media Insiders to Follow Right Now by Dylan Stableford – Who doesn’t like lists? Maybe I’m lame, but most of these guys are new to me so I’m glad I found this resource.
  4. Presence Journalism And Immediacy by Amber Naslund –  How will news, journalists and media outlets have to adapt to keep up with breaking news when Twitter often presents the stories first? This one’s a good read, and as usual, the comments are worth a look.
  5. 7 Content Marketing Tips from Five Guys Burgers and Fries by Joe Pulizzi – I love this article because it talks about Five Guys… delicious. But even if it was talking about a cardboard box maker (exaggeration), the tips are still valuable. And what goes good with burgers? (See below)
  6. Miller Lets New Craft Brew Speak for Itself by Jeremy Mullman – Every bottle of the new brew, Colorado Native, “…which, if photographed on a mobile device and e-mailed to a specified phone number, allows the brand to begin a conversation with its drinkers.” This is neat; I’ll be interested to see what happens.
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DR. WHAW? – March 23, 2010


2010
03.23

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This post was written by DR. WHAW? Contributor Melissa Cafiero.

I’m really enjoying my week off from work and thus was a bit late getting this post to Rebecca – apologies to her and everyone eagerly waiting for the day’s post (I know you are anxious to get caught up on the day’s top articles)! I put myself on a Twitter time-out for the week, so hopefully I’m not missing anything huge… besides March Madness trash-talking.

DR. WHAW? – March 23, 2010

  1. You Can Text Me Now by Farhad Manjoo – “But look around you. Many people are pulling out their phones at inappropriate times. Spouses are texting during dinner, students are texting during class, and a lot of idiots are texting at the movies.” So true. If you don’t have time to read the article, here’s what Slate readers decided was proper etiquette: “If you’re in a situation where you’d excuse yourself to go to the bathroom, you should also excuse yourself before reaching for your phone. Otherwise, go ahead without asking. Either way, don’t play with your phone longer than you’d stay in the bathroom.” But how many of us still have enough manners to pardon ourselves to use the restroom? (I do.)
  2. Why Recruiters Hate the Compensation Department! by Dr. John Sullivan – This is a really interesting inside view of the hiring process and the headaches a recruiter may have. It’s a bit long, but I think there’s valuable information here. And, of course, I’m sure situations differ by company.
  3. Apple Seeks Patent For Mobile Social Networking by Antone Gonsalves – “Apple is seeking a patent for technology that would make it possible for users of the iPhone or other mobile devices to form an ad hoc social network to communicate and share information during tradeshows, concerts, rallies or other event.” Like other new social networks (say, Buzz?), this sounds cool in theory. But will people use it? Why would I use it over a Twitter hashtag? Or a combination of Twitter and Foursquare (or Gowalla, depending on your poison preference)?
  4. Charlene Li on social media and leadership by Merritt Colaizzi – I’ve been trying to avoid anything coming out of SXSW (jealousy, whatever) but I liked this article about a discussion Li had with attendees regarding her upcoming book, Open Leadership: How Social Technology Can Transform the Way You Lead. “…Open Leadership argues that a new organizational structure is required to accommodate and benefit from the culture of sharing that social media has fueled over the last four years. The information flow we all experience daily can no longer be organized into neat org-chart silos, she posits. Instead, it demands a new kind of leadership — one based on letting go of the command-and-control model and embracing openness and relationship building.” Also, as Gen Y continues to participate in social media and climb the ranks of companies, we’ll also be in positions to lead (well, even when you’re entry level, you still have an opportunity to lead by example) and I think we’ll change the traditional structure of the workplace.
  5. Is your company built to blog? by Mark W. Schaefer – Just because it looks like everyone has a blog doesn’t mean your company needs one as well, especially if some of Schaefer’s bulletpoints are true for your company, executives and culture. This one’s a must read.
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Mobile is the new hybrid: doesn’t live up to the craze


2010
02.24

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Posted in Marketing, Mobile | View Comments

This post was written by Kasey Skala, the owner of Interactive Revolution – a communications and new media consulting firm in Minneapolis. His experience includes work in beauty & healthcare, education, finance, nonprofit and sports & entertainment. Additionally, he spent time as a sports journalist at a small daily. He currently blogs at The Electric Waffle and iFinance. You can find him on Twitter at @kmskala.

Last week when I was listening to a presentation put on by MIMA, I mentioned that I believe the talk around mobile is a lot of hype. Hype I don’t believe in. Let me be perfectly clear, I think mobile is a highly effective medium. However, the “potential” being associated with the mobile platform, in my opinion, is a bit premature.

Again, the mobile platform can be quite effective for businesses. After all, the mobile device is the one item that most people carry on them at all times. So it would make sense to focus your attention on mobile, right?

One big misconception, and one that can easily be countered, is the idea that a small percentage of mobiles phones are considered “smartphones.” But let’s not get ahead of ourselves here – mobile doesn’t necessarily need to be smartphone-focused.

Mobile marketing started back around 2000 – 2001, when it really caught steam for a few years, but then phased away (in a purely “trending” sense) around 2006-2007. It’s only due to the development of the iPhone and Droid that hype has returned.

So back in the early 2000s, we had SMS marketing. The beauty of SMS, which I feel is still relevant, is that it’s essentially like email marketing. It’s quick and we’re able to measure it quite easily. You have users “opt-in” and you simply push strategic content out to a highly targeted audience, allowing for users to “opt-out” at any time. Pretty painless, right?

Imagine you’re a bar or restaurant. What better way to promote events and specials? The fact that you know how many people you’re reaching and the fact that they’re at least partially interested (otherwise they’d opt-out) is highly valuable information. SMS is effective (if done properly) for any industry. Put it this way, there’s a reason American Idol and other big brands continue to utilize SMS.

As technology and mobile devices evolved and got smarter and faster, we’ve switched to MMS marketing. While SMS could essentially be considered text marketing, with MMS, we’ve traveled quite a distance. With the introduction of smartphones, mobile marketing has been taken to a whole new level. With this opportunity and power, however, I think there are a lot of misconceptions – which ultimately lead me to believe the mobile trend is more hype than anything.

Why I don’t believe the hype & what we’re doing wrong with mobile

  • Mobile is NOT social. We need to stop thinking that it is.
  • How effective is mobile web marketing? What’s the conversion compared to platform-based web marketing or SMS?
  • We access information and share content via mobile, but do we want to be marketed via mobile?
  • Things get lost in the clutter.
  • Marketing is targeted, but is it relevant?
  • Browsing on mobile improving, but not ideal

The type of mobile marketing that’s getting the most hype is location-based markerting, with Foursquare and Gowalla being labled as the next “big thing.” A few things about location-based markerting:

Why neither will work…right now

  • Too much noise
  • Lack of knowledge – business usage
  • Lack of acceptance amongst “general” population

Why it can work….eventually

  • Consumers want to be rewarded
  • Consumers enjoy the “chase”, competition
  • Inexpensive & low maintanence.

Another area of mobile that is of high interest to me is augmented reality (AR). Like location-based marketing, I feel we’re a year or so away from digging into AR as a means of mobile marketing; however, I think there’s an incredible amount of opportunity if businesses figure out how to utilize.

I’m not arguing that mobile doesn’t have the potential to be a major player in 2010. In the past few years, we’ve already seen great advancements within the space. All the stars are beginning to line up and we’ve finally been able to have the key ingredients – technology, access, acceptance. Again, mobile marketing has and will continue to be an effective practice. SMS is not going away, MMS is not going away. We’ll continue to find new and creative ways to use the mobile device to reach our audiences.

However, I liken mobile to the hybrid phases with automobiles: we saw the technology and we jumped on the first models; we realized there were ways to improve the models and starting proclaiming hybrids as the next movement; the technology has continued to improved but it hasn’t lived up to the craze.

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As the lines between media campaigns blur, how will you measure your success?


2010
02.05

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Recently Bravo TV announced a partnership with the geo-location social network, Foursquare. New badges will be integrated into Foursquare that match up with popular Bravo shows. My first reaction to this was: AWESOME!

My second reaction, though, was to wonder how this new kind of campaign will be measured. More and more the lines between different types of media are blurring as integrated marketing campaigns become the norm. How do you measure across media?

Even as campaigns begin to use multiple media channels, it often seems clear which channel is the most important and which are just sidekicks. In the case of Foursquare and Bravo, however, it isn’t clear which channel is being favored. Will one benefit more in the end? How will you compare metrics?

Different media require different metrics, right? But when you begin to mix and match media, which metrics have the most meaning? I really don’t have any experience with this, and I am curious to hear what y’all think.

I would guess that you would want to use different metrics for each media channel that you use in a given campaign, but I am unsure how you would compare different metrics. If you’re focusing on Web site clicks and TV commercial views, do they have equal value? Does one have more value to you? Why?

These are just a few questions I’ve been thinking about since I started thinking about integrated marketing campaigns, and I would love to hear your feedback and experiences in this area.

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DR. WHAW? – February 3, 2010


2010
02.03

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And I’m back! I hope you’ve like the first two contributor posts on DR. WHAW! I’m excited to have help, and I am already thrilled and impressed by what they bring to this feature. I can’t wait for more! It’s been one heck of a week for me, so I’m just gonna jump right into what I Didn’t Read While Hard At Work (but wanted to!) today.

DR. WHAW? – February 3. 2010

1. Social Media is Making Measurement More Vertical by Katie Paine — I absolutely love this post from the queen of measurement herself, Katie Paine. If you read no farther than the first paragraph it is worth your time: social media or not, measurement needs to be a focus. You must understand how you are measuring and what you are measuring, and you must know before you start that next campaign.

2. Social Media is not a Telephone or Pants by Tac Anderson — There are those that try to discredit measurement and ROI, specifically, by asking you to measure the ROI of your pants. And that’s just ridiculous. Measuring the ROI of your pants is nothing like the measuring social media and the returns that you get from using it. Don’t let ridiculous analogies stop you from understanding the value in your social media programs.

3. Facebook Develops Conversation Tracking Tool: What’s A Fan Worth? by Laurie Sullivan — Facebook has developed a tool that will allow users and companies to track conversations on the social network. I was excited to hear about this because other tracking tools do not always track Facebook posts quite well. I wonder if it’s useful or how it compares, has anyone had a chance to try it?

4. The Social Media Class of 2010 – Top Marks in Measurement, Lifestreaming and Predictive Web from Ogilvy Public Relations — I know I shouldn’t include this post because they’re technically a rival. This is incredible because the social media folks growing up today are getting top marks for measurement, which is just incredible and I can’t wait to see how much we will all learn this year.

5. A Frank Conversation About Social Media Measurement by David Berkowitz — If you are like me and missed out on the great panel at OMMA Social event this week, this is a great wrap-up about measurement and how a lot of big thinkers in social media are approaching it.

6. Social Media Pros Sound Off On Measurement Without Tools by Gab Goldenberg — If you know me,  you know I’m all about crowdsourcing! This is a great look at what many different Twitter users are saying about measurement without the ever-popular tools.

7. Google Analytics Releases Mobile Search Tracking by Paul Teitelman — I am so pumped to see this! I was just wondering a few weeks ago how to measure the new mobile craze. Can someone please try this out? Tell me how it is? While this doesn’t measure all aspects of mobile that I would like to explore, it is definitely a start.

And with that, I’m out! A bit more work and then bed await, and I can’t for y’all to meet Caleb Gardner tomorrow.

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DR. WHAW? – January 14, 2010


2010
01.14

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Another busy day at the office, but I’m so happy to be where I am. If you haven’t  been around the blog lately, check out my post about my new gig and say hello to tell me what’s new in your life. I’m being a super-multitasker tonight and participating in the #u30pro chat while I fill y’all in. Without further delay, here’s what I Didn’t Read While Hard At Work today!

DR. WHAW? – January 14, 2010

1. Why CMOs Need to Instill Better Measurement Discipline… Now by Jim Lenskold — The title alone should tell you why I’m all about this article from MarketingProfs. Measurement is so incredibly important, and I think that it is key to get this into PR mindsets as soon as possible. I learned a little about measurement in college, but absolutely everyone in PR needs to learn early and often how important measurement integration is.

2. Inability To Track ROI Does Not Absolve You From Measuring by Rachel Happe — Beautiful, this is just what I like to see! Measurement does not have to mean ROI. Calculating ROI is really a financial thing, and may not be the best measurement for every campaign or project. This doesn’t mean that you cannot measure anything, though. There is an in between.

3. Twebinar Recap: Xbox by Gwen McIntyre — There is nothing that I love more these days than Radian6, and this is a great case study of sorts from the folks at Radian6. It’s a great look at what you can find when looking at social media chatter and how much you can learn through measurement. Also, it shows what Radian6 can do, and I just can’t get enough of them. :)

4. Catching up to Mobile by Adam Cahill — Just what I was looking for a few weeks ago when I wondered how the heck to measure mobile. This is a great introduction to how we can catch up with mobile technology because there is nothing left to do but catch up! If you’re as interested in mobile as I am, then you need to check this out.

5. Nonprofict Social Media – Integration is Key by Heather Whaling — I know that I don’t focus much on nonprofit organizations, but I should give them more credit. This is a great look at social media (and measurement!) from the view of a nonprofit. This is a great read for anyone interested in social media or nonprofits.

6. Video: The Future of Social Media by Steve Rubel — This is just a great look at the world ahead from one of the greats in social media. It takes a look at why you need to be online, how to send the right messages, how to measure social media metrics and how reputation works in the new digital world. This is absolutely a must-read!

7. I’ll Never Go Back To School by Matt Cheuvront — I wanted to include this blog post because I think it’s an important discussion, and believe me! There is a HUGE discussion already blooming over here (143 comments at time of writing). Matt Chevy explains why he will never go back to get his Masters Degree and what that’s the best decision for him. I have been thinking lately about whether I really do want to eventually go back for my own Masters, and this blog post made me stop and question my reasons. What do you think? Please, weigh in!

And with that, I must get to my Thursday evening TV shows! I’m an avid Bones fan, and I hear there’s some alien funny business on this one! Happy almost-Friday, y’all.

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DR. WHAW? – January 12, 2010


2010
01.12

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DR. WHAW? is back by popular demand!  Well at least back for Arik Hanson who was kind enough to feature me on his blog today.  I have been busier than usual and wasn’t sure if anyone was reading DR. WHAW? so I decided to stop writing it for a while to focus on more meaty posts.

Hearing at least one person misses DR. WHAW? and was following along, I decided to bring it back! So here it is, what I Didn’t Read While Hard At Work today.

DR. WHAW? – January 12, 2009

1. A decade of measurement successes and failures… by Ed Moed — Since it is a new year, I appreciated this post which looked at the best and worst in measurement from the past 10 years. We have come a long way this decade, but there is still quite a ways to go before measurement is universally accepted and practiced, at least in PR. This is a pretty comprehensive list, though, and it definitely worth a read to understand where we were and where we still need to go.

2. Forrester reveals how to optimize mobile ROI by Dan Butcher — I had to include this article since just a few weeks ago, I wondered how we could possibly measure mobile.  While this does not answer all of my question about measuring mobile marketing, it definitely provides a good start. And if you’re thinking of integrating mobile into your own projects or campaigns, I would recommend this article as a way to better understand the mobile climate.

3. The Five Biggest Mistakes in Measuring Social Media by Gary Stein — While measuring social media is incredibly important, I like that this post calls out the most popular mistakes in social media because they are easy to make. The space is new and it’s hard to adjust, but we need to be careful to ensure that we’re really measuring what we think we are. And it’s important to know all metrics that are out there that could be applicable to any given campaign or program.

4. There’s No Silver Bullet For The Big, Bad Social Media Measurement Wolf by Marta Stickland — Just like the last post, it’s important to recognize the importance of measurement, but it should not be taken lightly. There are lots of ins and outs to measurement (especially with social media), and it’s important to understand that one size does not fit all. Just as programs must be customized for each client or brand, so too must measurement programs be customized for every program. Not convinced?  Read more!

5. Facebook privacy, self-esteem, and the dangerous ease of social media measurement by Chris Reed — OK. So the measurement nerd in me wants to cry out that this is unfair, but the rest of me knows that there is some validity to this concern. Has it really become too easy for someone like to me to monitor and analyze online conversations? Are we losing our sense of privacy?  This is a great insight into how measurement and social media are affecting the rest of our lives and whether or not they’re truly good things.

6. HOW TO: Use a Start Page to Stay Organized by Barb Dybwad — If you know me, you know that I live and die by my planner.  I always have it with me in my purse, and I only take it out to write in it or look out for fear of losing it. I know, I should go technological so I don’t have to worry, but I just can’t seem to bring myself to. Maybe this would help, this is a great and new way to keep yourself organized! I just thought it was fun.

7. The Children of Cyberspace: Old Fogies by Their 20s by Brad Stone — I loved this article from the New York Times because I can definitely relate to it. I’m only 22, but there are days when I feel so far behind my younger sister who is 18. I can only imagine what it would be like to talk with someone even younger who has grown up with even more technology than I have, and I can’t remember ever not having a computer! It’s always important to realize that technology has more effects on us that we realize, and I think this is an important look into society.

And with that, I will leave you to your other reading. I hope that you’re glad to see DR. WHAW? back, and I hope that you will leave me some feedback so I know I can keep improving.  Thank you for reading, y’all!