The Web Pitch

A fantastic presentation by Rohit on reinventing marketing. I have been a long term fan of his work for many years and I found this recent Tedx talk particularly inspiring. In this talk, he states why we are all in the business of marketing. In everyday life we try to influence others to do something, whether its trying to convince a spouse over what dinner choices to make. Or, trying to convince our kids to eat their vegetables.  However, over recent years marketing has experienced a bit of a bad reputation because “it will bend you to its will”.

Rohit continues to state that marketing suffers from what he calls “The Marketing Mirage”. Namely products have traditionally been marketed on the basis of:

• Features – People buy things because of features. Or, the belief that it solves a particular need.
• Promotions - If I give you something for free or discount it, you will buy it or more of it.
• Demographics - If I know my target audience, I can just purchase media to target my segment better and succeed.

Such models worked particularly well during the 1960s and 1970s, when consumers were “mass media consumers”.  However, consumers have changed and many marketing teams have evolved and become more complex (teams are spread throughout the world, some work together others work in silos). The consumer of today is different, they have full control, it’s become “a one button economy”. All the consumer has to do is publish his or her thoughts online, by a touch of a button and share them with the world quickly easily and cheaply than ever before.

For the first time, we have a huge shift where "virtual trust" now exists. In essence, I will trust the opinion of someone I don’t know, who no one in my network knows and I have no way of verifying whether they are real or not, or credible or not. But I will still trust them. If ten people all say that a digital camera is not good on Amazon I will believe that. Even if i don’t know who those ten people actually are. 

Rohit, ends the talk with a great quote:

When it comes to marketing and when it comes to reinventing marketing, it’s not about retelling the features and benefits and having something that somebody can connect to. What it’s about is having a story that you can tell and that someone else can take, make their own and retell.

Wonderful to see that Erik Qualman has refreshed his Social Media Revolution video. I only wish he had used a difference accompanying soundtrack this time. Fat Boy Slim, so 2008?

Key stats from the video follow below:

Stats from Video (sources listed below by corresponding #)

1. Over 50% of the world’s population is under 30-years-old
2. 96% of them have joined a social network
3. Facebook tops Google for weekly traffic in the U.S.
4. Social Media has overtaken porn as the #1 activity on the Web
5. 1 out of 8 couples married in the U.S. last year met via social media
6. Years to Reach 50 millions Users:  Radio (38 Years), TV (13 Years), Internet (4 Years), iPod (3 Years)…
7. Facebook added over 200 million users in less than a year
8. iPhone applications hit 1 billion in 9 months.
9. We don’t have a choice on whether we DO social media, the question is how well we DO it.”
10. If Facebook were a country it would be the world’s 3rd largest ahead of the United States and only behind China and India
11. Yet, QQ and Renren dominate China
12. 2009 US Department of Education study revealed that on average, online students out performed those receiving face-to-face instruction
13. 80% of companies use social media for recruitment; % of these using LinkedIn 95%
14. The fastest growing segment on Facebook is 55-65 year-old females
15. Ashton Kutcher and Ellen Degeneres (combined) have more Twitter followers than the  populations of Ireland, Norway, or Panama.  Note I have adjusted the language here after someone pointed out the way it is phrased in the video was difficult to determine if it was combined.
16. 50% of the mobile Internet traffic in the UK is for Facebook…people update anywhere, anytime…imagine what that means for bad customer experiences?
17. Generation Y and Z consider e-mail passé – some universities have stopped distributing e-mail accounts
18. Instead they are distributing: eReaders + iPads + Tablets
19. What happens in Vegas stays on YouTube, Flickr, Twitter, Facebook…
20. The #2 largest search engine in the world is YouTube
21. While you watch this 100+ hours of video will be uploaded to YouTube
22. Wikipedia has over 15 million articles…studies show it’s more accurate than Encyclopedia Britannica…78% of these articles are non-English
23. There are over 200,000,000 Blogs
24. Because of the speed in which social media enables communication, word of mouth now becomes world of mouth
25. If you were paid a $1 for every time an article was posted on Wikipedia you would earn $156.23 per hour
26. 25% of search results for the World’s Top 20 largest brands are links to user-generated content
27. 34% of bloggers post opinions about products & brands
28. Do you like what they are saying about your brand? You better.
29. People care more about how their social graph ranks products and services  than how Google ranks them
30. 78% of consumers trust peer recommendations
31. Only 14% trust advertisements
32. Only 18% of traditional TV campaigns generate a positive ROI
33. 90% of people that can TiVo ads do
34. Kindle eBooks Outsold Paper Books on Christmas
35. 24 of the 25 largest newspapers are experiencing record declines in circulation
36. 60 millions status updates happen on Facebook daily
37. We no longer search for the news, the news finds us.
38. We will non longer search for products and services, they will find us via social media
39. Social Media isn’t a fad, it’s a fundamental shift in the way we communicate
40. Successful companies in social media act more like Dale Carnegie and less like Mad Men Listening first, selling second
41. The ROI of social media is that your business will still exist in 5 years
42. Bonus: comScore indicates that Russia has the most engage social media audience with visitors spending 6.6 hours and viewing 1,307 pages per visitor per month – Vkontakte.ru is the #1 social network

Web 3.0 from Kate Ray on Vimeo.

A fascinating web documentary describing what the Semantic Web may hold for all of us. Are you ready to put your data on the web yet?

Interviews with  Tim Berners-Lee, Clay Shirky, Chris Dixon, David Weinberger, Nova Spivack, Jason Shellen, Lee Feigenbaum, John Hebeler, Alon Halevy, David Karger and Abraham Bernstein

Yesterday, Prime Minister Gordon Brown outlined a series of initiatives for Britain’s digital future.

These initiatives can be summarised as:

• The creation of a web portal called MyGov, that will allow individuals to personalise their experience to public services.
• £30m worth of funding to create an “Institute of Web Science”, which will focus on the economic and social benefits of the web.
• The publication of an online inventory of all non-personal datasets held by departments, creating a modern day "Domesday book".   
• All public service contracts over £20,000 will be made available on a free online portal by the end of 2010. Thus allowing any suitable business to bid for them.
• Roll out broadband access to all, with digital champion Martha Lane Fox broadening her role to set up a Digital Public Services Unit in the Cabinet Office

Quoting Brown

I want Britain to be the world leader in the digital economy which will create over a quarter of a million skilled jobs by 2020; the world leader in public service delivery where we can give the greatest possible voice and choice to citizens, parents patients and consumers; and the world leader in the new politics where that voice for feedback and deliberative decisions can transform the way we make local and national policies and decisions.

Underpinning the digital transformation that we are likely to see over the coming decade is the creation of the next generation of the web – what is called the semantic web, or the web of linked data”.

Now, whilst I applaud the Government’s efforts in each of the areas above. I do have serious concerns about our IT future in 2020.  For Britain to be a true world leader in the digital economy, the Government must invest in universities for tomorrow’s IT graduates. Funding cut backs are already causing big problems and the disruption is only going to get worse.

Yesterday morning, I was alarmed to read Dr Black’s tweet on the lack of support for Computer Science courses. The link she provides leads to a report on the decline in computing graduates. (Read the full report below).

The report states:

The UK is currently sitting on a ticking time-bomb – all of the evidence shows a significant and increasing gap between supply and demand for IT professionals in the critical IT sector of the UK economy which, if left unchecked, will severely damage the competitiveness of UK industry in the global marketplace, and will hit smaller employers and the public sector particularly hard”.

The recession has caused many jobs within the IT sector to evaporate. This, coupled with the proposed closure of many computer science departments, is only going to make a bleak IT future for Britain. We need the best and brightest computer scientists to help deliver the wealth of opportunities that will appear on tomorrow’s digital landscape. Without a dedicated and passionate IT workforce, we risk a “brain drain”.

I completed my Information Systems degree in 1998. My course was more than than “a short journey into IT”. It has proved to be a true life skill. I’ve been lucky to work with a number of global businesses, in a continued cycle of learning and delivering value. My IS degree gave me the passion for that. Working alongside talented IT colleagues gave me inspiration to work harder, and to provide simplified business solutions.

Making sense of technology, and sharing that with the world is a wonderful and enriching feeling. IT graduates push the technology envelope further each day. Not only in the worlds of coding and architecture. But many, in the worlds of business, engineering and even geek marketing (Just like me!). IT graduates don’t think in black and white, they dream in colour.

Dear Gordon Brown,

Please don’t forget that Britain needs thousands of IT graduates for 2010. To provide them in sufficient numbers, computer science departments need adequate funding. Don’t allow them to close. Overseas expertise will eventually costs us dearly. 

Here’s a worrying paper, with a specific list of recommendations for you to consider.

The Decline in Computing Graduates: A Threat to the Knowledge Economy and Global Competitiveness

A very tongue and cheek response to last year’s Socialnomics video. Very amusing!

Andy Serovitz posted a very interesting blog post on how Coca Cola have devised a new set of social media principles. Coke have developed 10 “Principles for Online Spokespeople” which make good sense for other brands to follow.  You can read the main set below.

1. Be Certified in the [Coca Cola] Social Media Certification Program.
2. Follow our Code of Business Conduct and all other Company policies.
3. Be mindful that you are representing the Company.
4. Fully disclose your affiliation with the Company.
5. Keep records.
6. When in doubt, do not post.
7. Give credit where credit is due and don’t violate others’ rights.
8. Be responsible to your work.
9. Remember that your local posts can have global significance.
10. Know that the Internet is permanent.

Watch Andy’s interview with Coca Cola’s Adam Brown, on how they developed the social media principles.

Coke’s complete policy document can be found below. At three pages, I like this a lot!

Coca Cola’s Online Social Media Principles –

Yesterday evening, I attended the Gary Vaynerchuk Crush It event organised by Sprouter, at The Water Poet pub in London. Overall, Gary was on top form and shared some interesting insights with the audience.

My rough notes from the talk follow below. But I recommend that you watch the complete talk to gain all of Gary’s insights.

Consumer Expectation

- Free Shipping was once considered the greatest thing that ever happened when consumers bought online. However, 10 years later, no one cares! It has become a standard and we are used to it.

- Imagine checking into a New York based hotel and discovering that they only had dial-up internet?  You’d want to punch the concierge in the face, and pick up the phone to call home and tell someone about your bad experience. However, we have only been used to a better dial-up experience for only a few years. Our expectation of a better Internet connection in hotels has grown.

- One of the big trends to emerge in 2010 is going to be "Consumer Expectation."
Consumers will expect brands to respond to them, when consumers leave comments on a company’s Facebook wall, or when consumers send tweets to the company. They will expect a response.  Customer Service and actually "caring" will filter out contenders and bullshit artists.

- If customer service is not the backbone of the business the you are looking to build, you are going to be in trouble.

- When Amazon bought Zappos, Jeff Bezos recognised that Zappos was a threat to them and had no choice but to buy Zappos.

- Zappos will make an interesting case study for many people. It was the only company in the retail world that was a threat to Amazon. Amazon doesn’t consider companies such as Walmart, Target and Tesco as real competitors to their business.

- Zappos was a threat to Amazon, because they were beating Amazon on "DNA and culture."  Buying shoes from Zappos were not inexpensive, Amazon beat Zappos on price here. However, they ‘cared’ more about the customer.

- When you called Zappos, they trained their staff to stay on the phone with you as long as needed (to get the sale). They rewarded staff for being on the phone with you for an hour! If a dog barked in the background, and you (the person in call centre) were authentically into dogs, you were to talk about that. If you ordered a large number of shoes that didn’t fit, you could return them for free.

- All the dumb things that our grandparents did, has been lost in history. Everything you do, will be documented forever. You grand kids will know all the silly and ridiculous things that you have done. You have to pay attention to this! In the book, Gary talks about "legacy being greater than currency.”  Think life in the long term, everything is being documented forever.

- Today’s fundamental shift, is that the gatekeepers have lost their keys. The fact that anyone who is connected to the Internet gets a chance to show the world their "stuff" is a game changer. If your “stuff” is good, you can breed word of mouth.

- Today’s social web, breeds word of mouth on steroids.

- The movie Bruno flipped Hollywood on its head. Bruno opened in the States to one of the biggest openings of all time. The next day, it was one of the biggest drop off’s in cinema history. Why? Because nearly everybody who saw the film, walked out and started Facebooking, Twittering and texting that the movie was no good.  In 24 hours the word of mouth for that movie collapsed, and people didn’t go to see it.  In Hollywood, the norm used to be 3 weeks before traditional word of mouth travelled. Due to Bruno’s failure. About 75 movies got shelved this summer because of it. 

Gary makes some very interesting points about Amazon’s purchase of Zappos.  As a bonus, watch the video below which explains the corporate rationale for Amazon’s purchase in July 2009.  Also, the video does a good job to explain how Amazon’s culture compares with that of Zappos.

5 of this year’s great Social Media Books via Mashable, books definitely worth investing in.

FOWA Highlight Reel 2009

It’s autumn here in London, and this means it is time for the Future Of Web Apps (FOWA) conference! This year’s venue has changed from the Excel Centre to Kensington Town Hall. A smaller venue than the Excel, but much easier to get to. The Carsonified team led by Ryan Carson, put on one of the best conferences in the UK. FOWA is targeted towards Developers, Designers and Decision Makers. Though, many attendees don’t fit into any of these boxes. In this post, I offer my reflections from the event with some details of the stand out talks.

Taking your Site from One to One Million Users – Kevin Rose (Digg)

This year’s event kicked off with Digg’s Kevin Rose, on how to take your website from one to one million users. Kevin offered ten top tips for budding web entrepreneurs on how to stroke your visitor egos, avoid analysis paralysis, attend event parties and woo key influencers and even how to hack the press (my favourite). You can watch Kevin’s keynote talk below.

Taking your Site from One to One Million Users by Kevin Rose

Introducing Atlas: A Visual Development Tool for creating Web Applications – Francisco Tolmasky (280 North) 

The next stand out talk was by Francisco Tolmasky from 280 North. Francisco talk focused on how true web applications can be used with the richness of desktop applications. 280 North has launched Cappuccino, a JavaScript framework inspired by Apple’s Objective C language. Cappuccino uses a visual development tool called Atlas Tolmasky’s featured a demo called 280 slides, a presentation web based application which was amazing. it looked superb. Take a look at 280 Slides here.

Francisco provided an interesting insight. Developers provided feedback that their companies were unwilling to trust pure web based. Therefore his company had to produce a desktop version of Atlas, which allowed the creation of local computer based applications. You can watch Francisco’s presentation below.

Introducing Atlas: A Visual Development Tool for creating Web Applications by Francisco Tolmasky

 The Future of HMTL5 – Bruce Lawson (Opera)

Bruce Lawson provided a very interesting overview of HTML 5.  In particular, how it would make life easier for developers. He demonstrated some media demos working in HTML 5 and he made two standout points during the talk:

1. “HTML 5 is in direct competition with other technologies intended for applications deployed over the Web, in particular Flash and Silverlight”.
2. “The web is too important to place control in the hands of any one vendor”.

Two very important points, with the latter gaining a loud applause from the FOWA audience.

Bruce’s presentation is available to watch below.

The Future of HTML5 by Bruce Lawson

How The Guardian is using APIs, Frameworks & Tools to Build a "Mutalised" Newspaper – Chris Thorpe (The Guardian)

The Guardian’s Chris Thorpe delivered an interesting talk on how the Guardian newspaper looks to weave itself into the fabric of the internet, through its open platform. Chris introduced the idea of a ‘mutualised’ newspaper’, a society in which each person has the means to produce content, either individually or collectively. This journalist and the reader work together to tell the story. His presentation is available below.

How People will use the Web in the Future - Aza Raskin (Mozilla)

Aza Raskin of Mozilla, delivered a talk on the role of the browser in the future. A fundamental shift is occurring, where the  browser forms a “you-centric” view of the web. A future where the browser understands your interests, and the interests of your friends by tapping directly into your “social graph” . His talk touched also on HTML 5, in particular how tomorrow’s browser could even hold a SQL database! His talk particularly touched upon:

1. YOU-Centric browsing
2. How browsers will manage your identity
3. Browsers with native natural language processing
4. Built-in payments in browsers

You can watch Aza’s talk below.

You-Centric: The Future of Browsing

The Future of The Cloud – Simon Wardley

Simon’ is an excellent orator and his talk focused on the future of the cloud. He discussed the confusion that surrounds cloud computing. Experts disagree even on the definition of it. Vendors define the cloud, as “their product”. The big surprise to me, was the number of different cloud protocols that currently exist. The situation is similar to networking protocols in the the early 1990’s, IPX/SPX vs TCP/IP. Simon ended his talk with a thought provoking point:

Either the cloud is based on open source or you’ll risk losing internet freedoms".

 Basheera Khan, formerly from TechCrunch Europe caught up with Simon after his talk. She asked him to explain exactly why tech startups need to pay attention to how vendors are shaping cloud computing frameworks and standards, and why open source is the way to go if you don’t want the rug pulled out from under your cloud-based web service. You hear Simon’s comment on the audioboo below.

A modified version of his presentation can be seen below:

Marketing your Web App – The Future of Brands Online – Alex Hunter

Alex Hunter discusses the DOs and DONT’s of developing a powerful and positive brand. Nothing particularly new here for people who are familiar with online brand building.

However, Alex is a great speaker and delivers his talk with passion. His talk is available to watch below.

Branding and Marketing Essentials for Your Web App by Alex Hunter from Carsonified on Vimeo.

The Q & A Keynote with Gary V – Gary Vaynerchuk (Wine Library TV)

Watch Gary’s keynote videos below.

Now is the Time to Cash in on Your Passion by Gary Vaynerchuk

And Finally…

I made a small cameo appearance in a CNET video of FOWA with @natalidelconte. The video has some great interviews with various FOWA speakers including Kevin Rose.