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Wharton Professor of Operations and Information Management Kartik Hosanagar speaks at Supernova 2008 on “Recommender Systems: The Present and Future of Personalization Recommendations.”
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When it comes to marketing innovation, what’s the holdup? Practitioners from leading brands will tell us why it’s been difficult to realize the promise of new digital and social media technologies. With silos forming in the tech community and creative industry, we’ve left it to the brands to figure out how to bring it all together. We’ll explore: Where is the money, and what is really driving innovation? Can you determine the ROI of a relationship? And, how do brands restructure to move forward?
In this session at Supernova 2008, Howard Greenstein (Harbrooke Group) leads a discussion featuring Kiumarse Zamanian (Glam Media), Deborah Schultz (Social Web Strategist and Social Media Advisor to P&G), Hugh MacLeod (GapingVoid), Kerry Chrapliwy (HP), Garrick Schmitt (Avenue A | Razorfish).
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For all the success of the current wave of online services, a handful of advertising models produce virtually all the revenue. How do things evolve as software merges with Web-based services, and the Net becomes more open, more participatory, and more complex? Will the largest portals and social networks absorb most of the value, or will more-focused players be able to thrive? Will advertising remain the dominant monetization strategy, and if so, how big can the pie grow?
Stephan Zimmermann (McKinsey) leads a discussion featuring Doug Mack (Adobe), Craig Sherman (Gaia Online), and David Kidder (Clickable) about what it takes to monetize successfully in the current environment, and what may change in the future.
Wharton Professor Eric Clemons, a noted expert on the strategic implications of information technology spoke at Supernova 2008 about monetization models for the next generation of Internet businesses. Due to a medical issue, Eric was unable to fly out to the conference, so he recorded his remarks, and engaged in a live Q&A session via videoconference. His PowerPoint presentation (PDF) is also available.
Eric Clemons: Play Now | Play in Popup | Download (737) Eric Clemons Q&A: Play Now | Play in Popup | Download (700)
Nick Dougals interviews Social Web consultant Deb Schultz who describes a ‘fun and exciting time’ in the Web industry. There’s discussion of openID and oAuth, and what those terms actually mean to the non-techie customer.
Link: sevenload.com
Nick Douglas interviews Kiumarse Zamanian from Glam.com
Link: sevenload.com
Howard Greenstein interviews Jeff Coe of SevenLoad.
Link: sevenload.com
UPDATE: In this video, during his panel, Jeff tries to, um, destroy the old paradigm of TV. Literally.
Link: sevenload.com
In this interview with Sevenload CEO Axel Schmiegelow, we learn about the Sevenload team’s vision for how social sharing of media content, user generated content creation, and networks of people around content will reshape the landscape of television over the next five to ten years.
Link: sevenload.com
Please comment and let Axel know what you think.
Though Cable TV has been around since the late 40s as a way to help programming get to places where broadcast signals don’t reach, it was in the early 80s that the popularity of Cable took off. The launch of ESPN in 1979, and Superstation TBS in the mid 70s that gave people a choice of programming different from the three major networks of the time. At this time, ad agencies who were progressive got their clients to dedicate a portion of their media spending to “cable” as opposed to broadcast TV.
This separation exists today. Many brands still allocate budget for commercial buys for cable and broadcast separately, due to the different characteristics of each. Broadcast cuts a wider path, where as cable networks tend to be much more niche targets. In today’s world though, where one can find much better stats about who is watching what, when, and where, many brands are better of just being on specific shows, regardless of where they run, the distinction between cable and broadcast budgets seems quaint.
Not as quaint, however, as the distinction between the advertising or marketing budget and the ‘interactive’ budget. Today, interactive is a part of how a huge percentage of people are exposed to products, brands, recommendations, and especially content. Comscore says that almost 85 million viewers watched over 4.3 billion videos on YouTube in March 2008. That’s over 50 videos per viewer. Quite an audience for your ads. And they can be even more finely targeted than on TV. (Wait, you say, “I don’t see ads on YouTube!” I beg to differ.) Read the rest of this entry »
Familiar title, no? How many times in the recent past have you received something like this on a social network service? “Forward this and see who looks at your profile the most!” “Forward this and a cute dog will wink at you.” Enough, please.
This is the note I sent to a friend today.
Friend:
Could you please go easy on the Funwall “forward this to see what happens” messages?
I seem to get them from several people at a time, and they take up my inbox and my time for not-such-a-great payoff. I value our connection and our communication, but these mass “forward this” mails are a bit too much. I’m considering removing apps that do this “mass forward” thing. Nothing personal to you - it’s just the way they’re set up.
What I hope my friend will realize from this note is that I do value our communication. And, that I believe there’s a place for forwarding fun viral items. But every network has someone who has done this just a few too many times and, while they may not realize it, it reduces the value of their other communications. The challenges of our network world include over-communicating, and the ease of ‘forwarding’ anything can add to the clutter, and reduce the signal of any form of communication.
It is like the story of the boy who cried “Wolf!” too many times. Emails from “that person who always forwards the forward-this mails” may get ignored. And that’s not useful for that person’s business or their personal brand.
Etiquette tip for social networks - before you forward that “forward this” message consider whether it needs to go to everyone on your list, or just a few people who you know will smile. Forward different things to different friends, and it is a valuable ‘touch’ to keep connected, and not an annoyance.
By the way, feel free to forward this blog post to everyone you know.
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IT Conversations -- audio podcasts.
2007 Video Interviews by our blogging team.
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