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Federated Media’s CM Summit 2011: ChasNote Round Up

My favorite stats, quotes and comments from this year’s Conversational Marketing Summit.

Starcom Mediavest Group CEO Laura Desmond talked of the migration of ad dollars from analog to digital media. Two years ago her clients spent 85% of their budgets on traditional outlets, 15% digital. Now digital’s share of investment is twice that.

Digital makes us realize brand and DR aren't distinct silos

She also wants to pull the plug on market mix modeling. As audiences began to spend more time with digital media at the expense of traditional, analog content, the modeling tools overlooked the change, which slowed the migration of ad dollars to digital. On winning the Microsoft business: Our companies shared a strategic view that Microsoft must pivot from being a “marketer of ads to a marketer of experiences.”

American Express VP for Business Apps Management Robert Ciccone shared research showing that 44% of small businesses are using social media to acquire new customers. Given how many SMBs depend on local customers, I was surprised that only 2% say they’re using Foursquare.

Tumblr founder David Karp shared his company’s very impressive numbers. Last year the site did 250 million pageviews, now they’re doing that many each day. The marketer case studies didn’t knock my socks off — they’ve got some work to do here.

Tumblr audience traffic stats

Founder and CEO of GetJar Ilja Laurs says the app industry will be as large as the entire music industry in 3 years.

App industry will be as large as music industry in 3 years

Twitter CRO Adam Bain announced that Twitter will launch its self-service ad-buying platform this year. They’re hoping that will grow their roster of advertisers from the 600 they have today to Facebook or Google levels. Sounds like brands are ready and willing:

CMOs ask How Twitter not Why Twitter

Blackberry’s had a rough patch in recent years, but VP Brian Wallace shared impressive numbers on their social media performance: They have 15 million fans in Facebook, who are collectively connected to 400 million of Facebook’s 600 million members.

Yahoo’s Chief Product Officer Blake Irving demo’d Livestand. It’s a new model in which publishers need to think like digital marketers, he said.

Some other quotes I enjoyed:

Color CEO

Shlain on digital shabat

Will.i.am on Obama

Only losers will pay for sex or advertising

56 Million Twitter Accounts Don’t Follow Anyone

Twitter graph from SAI

According to analysis of Twitter’s data (see Silicon Alley Insider):

“There were 119 million Twitter accounts following one or more other accounts. There were 85 million accounts with one or more followers. With these figures,Twitter’s claim of 175 million accounts, a little subtraction shows us that there are 56 million Twitter accounts following zero other accounts, and 90 million Twitter accounts with zero followers.”

I would expect lots of accounts with zero followers — plenty of people use Twitter to read stories that others share without sharing anything themselves. No big deal. But Twitter accounts that aren’t following any other feeds? That seems analogous to the New York Times counting as a subscriber someone filling out a form saying they’re thinking about getting home delivery, but never paying for one and never actually seeing a copy of the paper.

The Advertising Battles of SXSW 2011

As TechCrunch put it: At SXSX, Advertising Was This Year’s Twitter.

Since the explosion of Twitter’s popularity (traced back to its status as it-girl of SXSW 2008) and, on a smaller scale, Foursquare’s debut there in 2009, South by Southwest Interactive is where aspiring next-big-things hope to find their mojo. So it’s hardly a surprise that marketers of every stripe mobilized the big guns for SXSW 2011. It’s sort of sad, though, to see the event transition from a showcase for applications to a showcase for promotional stunts about applications.

Meanwhile, who won?

Citing data from Ad Age and People Browsr, Mashable gave the crown to itself. What a brilliant idea. Next year I’m totally giving top awards to ChasNote!

Apple pop up store at SXSW 2011

TechCrunch gave best-in-show to Apple and its pop-up store selling the iPad 2. “At one point, I stopped by the store just in time to hear an employee telling those in line that unfortunately, they only had one model left in stock: the white, 64 GB, WiFi version. Almost no one got out of line. I think the employee could have said that all remaining models had broken screens and the reaction would have been the same.”

UberCab Rickshaw

My favorite was UberCab. The campaign was omnipresent and dynamic, literally. They rented a handful of bicycle rickshaws that were shuttling SXSW’ers all over town. What sealed the deal for the ChasNote judges was that Uber also launched a version of its iPhone app for Austin. The Uber rickshaws weren’t just ad billboards, they were vehicles that would cart you to your next party with one thumb-tap on the Uber app. A promotion that showed, rather than told, the value of the brand.

UberCab app for Austin

I’ll give Amex the silver medal for launching its partnership with Foursquare at SXSW. They even got a flyer to the check-in desk at the Siberian outpost where I stayed, Aloft at The Domain!

Amex and Foursquare

The rest fell short for me. The Extranormal critters were cute, the FedEx food truck was very Austin-esque, and the GroupMe Grill apparently had great grilled cheeses. But I missed the connection to brands they represented.

Promotions from SXSW 2011

That circle of light on the side of the building? Some guy with a mobile projector was beaming commercials onto walls near busy intersections. In one of them a pig butchered and ate itself. Not sure who was behind that. The Salt Lick BBQ?

Marketers Will Spend $150 Million with Twitter in 2011

Twitter Ad Revenues 2010 2011 and 2012

“eMarketer expects Twitter to earn $150 million in revenues this year, the vast majority of which will come from the US. This represents a substantial increase over revenues of $45 million during 2010, the first year Twitter sold advertising.”

More at eMarketer.

Starting to Think This Twitter Thing Is for Real

We’ve just hired some new talent in the IT department here at ChasNote, and his first order of business was Tweetifying ChasNote. I know what you’re thinking: Welcome to 2008, Mr. Chas!

Twitter Button Added to ChasNote

Thanks, Mike!

Pictures Dominate Social Media Activity

Harvard Business School professor Mikolaj Jan Piskorski analyzed users of Facebook, Twitter and My Space and came to this conclusion: “People just love to look at pictures. That’s the killer app of all online social networks. Seventy percent of all actions are related to viewing pictures or viewing other people’s profiles.”

Women Dancing Image from Business Insider

Pictures of women, mostly. His data suggest that two-thirds of picture views are pictures of women — men looking at women they hardly know (and some women they know well), and women looking at other women they know well. More at Business Insider.

Related: Instagram reaches 1 million users and Facebook users uploaded 750 million pictures over New Year’s weekend.

Instagram Reaches 1 Million Users In 2 Months

Instagram Logo

Two months after launching its iPhone app, Instagram has achieved a million users. From the NYT’s Bits Blog:

“The company began offering its simple photo service in mid-October that allows people to share images from a mobile phone and then add unique and fun filters. Since then, Instagram has quickly become the talk of the tech community as people have flocked to the service even with stiff competition from a number of well-financed competitors, including PicPlz, Flickr and Path.”

That’s a steep ramp by any standard. According to the Business Insider, “it took Foursquare roughly a year to hit a million users, and Twitter two years.”

Rashmi Sinha's Tweet

How did they do it? Slideshare’s Rashmi Sinha suggests that Instagram had an easier task — fulfilling an existing demand, taking and sharing photos — whereas Foursquare and Twitter forced people to adopt a new behavior.

Facebook Users More Active With Brands, But Less Interested In Them

Online agency Digital Surgeons created an infographic to compare the Facebook and Twitter audiences. Two items in particular grabbed my attention.

Facebook Audience Infographic

One, while the Facebook and Twitter brands have similar awareness (88% and 87%, respectively), Facebook has nearly five times Twitter’s monthly audience, and its much-bigger audience is 50% more likely to engage with the service every day. That’s clearly a win for Facebook. Nearly everyone knows about both services, but Facebook has convinced many more of us to participate and participate regularly.

Twitter Audience Infographic

Two — this point goes to Twitter — third-party brands are finding better engagement with Twitter followers than Facebook followers. While it appears harder to get a Twitter user to follow a brand (40% of Facebook users do so, and only 25% of Twitter users do the same), the value of a Twitter follower is greater: 67% of brand followers in Twitter say they plan to purchase a product from that brand, to Facebook’s 51%. This is good for Twitter in two ways. First, if it’s harder to convince a Twitter user to follow a brand, brands are likely to pay Twitter a premium (over what they’d pay Facebook) to help them build a following. Second, a brand follower in Twitter is inherently more valuable, since there’s a higher likelihood that he or she will convert to paying customer, and that will ultimately push Twitter’s ad rates above Facebook’s.

(More at GigaOM.)

IAMROGUE's Ill-Advised Promoted Tweet

IAMROGUE Sponsors #noonelikesyoubecause

According to its website, IAMROGUE is “a revolutionary new web concept dubbed ’3C’, which merges Content, Community and Contests” and is part of Relativity Media, makers of Get Him to the Greek and other successful films.

I’m scratching my head, though, over this paid promoted tweet program. First, there’s a grammatical error in the company’s own tweet (it should be “you’re” not “your”). Sure, ChasNote is riddled with grammatical errors, too, but I like to think I’d correct them before paying to distribute copy as part of an ad campaign. Second, isn’t it obvious that the hashtag #noonelikesyoubecause will be end up assembling a trove of embarrassing, juvenile taunts? What company would want its brand associated with that?!

(Thanks, James!)

Post-It Vintage Twitter Campaign

Post-It Vintage Twitter Campaign

The specially-packaged Post-Its, which were handed out at a web design conference in Stockholm, included this caption: “Vintage Twitter. An original that sticks! They are twittastic! We have twittered for 30 years, but in our own way.”

From I Believe in Advertising:

“Amidst all this, Post-It celebrates 30 years in the business. What initially was considered a failed adhesive turned into maybe the most famous little piece of paper in history. Post-It became the standard for small, short messages and was used both between people and in public spaces, for anyone to see. Vintage Twitter is a loving homage to Twitter, with a reminder that the short message is not a new invention.”

Yeah, but that loving homage strikes me as a celebration of Post-It’s declining relevance. The campaign has me thinking actively about Twitter and its competitors, wondering which will replace Post-Its first. Is that what Post-It wants me thinking about?

(Thanks for Tweeting this my diretion, Courtney!)