revised and updated

tools and trends in marketing technology



The MarkeTech Guide to Marketing Technology and Social Media Marketing is an updated and upgraded version based on the successful e-book originally written for the American Marketing Association in 2008. Marketing used to be simpler. Fewer technologies, fewer channels, less direct consumer influence and frankly, lower risk – all of which made our jobs easier. That said, I personally can’t think of a time that marketing has been more fun. Our jobs have been transformed by technology To say that much has changed in 18 months is a bit of an understatement. For example, Twitter was on the scene but was far from being a marketing opportunity. In fact, as of Q4 2008, HubSpot estimated that 70% of all Twitter users signed up in 2008 , in spite of Twitter’s founding back in March of 2006. The effectiveness of the tools that we’ve used for decades has been called into question on the past few years. It’s interesting to note that consumer time spent watching video on the “best screen available” continues to rise quarter-to-quarter while their usage and consumption of CGM (consumer generated media) content represents almost 20% of their time (surely there’s some

overlap there!) but grabs a paltry 3% of the average marketing budget .


Marketing technology goes well beyond and before the advent of social media. Surely, some of the tools we discuss in this e-book are social media tools. However, and more importantly, they are the state-of-the art vehicles that today’s marketers need to understand to grow their bottom line and keep pace with the ever-advancing customer base and marketplace.

10 Questions Marketers Want Answered About Digital & Social Media
You’re not alone if you have more questions than answers when it comes to approaching social media marketing and marketing technology. Michael A. Stelzner, author of the, “Social Media Marketing Industry Report” , conducted a survey of 900 people regarding social media marketing. They received 700 open-ended responses and summarized the major questions marketing professionals wanted answered. I’ve included these questions because they so closely reflect the same questions that I’ve been receiving month after month while conducting the AMA’s two-day “TechnoMarketing” training course on marketing technology & social media. They include: 1. What are the best practices and tactics to use? 2. How do I measure the effectiveness of social media? 3. Where do I start? 4. How do I manage the social balance? 5. What are the best sites and tools out there? 6. How do I make the most of my available time? 7. How do I find and focus my efforts on my target audience? 8. How do I convert my social media marketing efforts into tangible results? 9. How do I cohesively tie different social media efforts together? 10. Does social media marketing work, and if so, how effective is it? One in three marketers surveyed indicated that identifying best practices, measuring results and knowing where to begin were their top questions with social media. The MarkeTech guide aims to address many of these top-of-mind questions in the following pages.

1. “State of the Twittersphere,” HubSpot. Q4 2008. 2. “A2/M2 Three Screen Report,” Nielsen/Netratings. Q1 2009. 3. “Media Trends: Time Spent on The Internet Continues to Grow,” Forrester Research. May 2009. 4. “Interactive Advertising Forecast (U.S.),” Forrester Research. April 2009. 5. “Social Media Marketing Industry Report: How Marketers Are Using Social Media to Grow Their Businesses,” Michael A. Stelzner. March 2009. Tools and Trends in Marketing Technology


table of contents

table of contents
Social Media Mining, Buzz Monitoring, Customer Listening

......1 Twitter, Microblogging & The Statusphere......7 Blogging.....12 Facebook.....17 LinkedIn.....25 Social Networking Environments.....30 Video Sharing.....34 Email.....38 Automated email (autoresponders).....42 Social Media Optimization.....44 Widgets and Gadgets.....49 Photo, Slideshow and Media Sharing Environments.....51 Honorable Mentions in Marketing Technology.....53
Appendix I: Marketing Technology Resources

.....58 Glossary.....69 Sources, References and Citations.....79



social media mining, buzz monitoring, customer listening

chapter 1
Social Media Mining, Buzz Monitoring, Customer Listening
This guide is about what leading marketers are doing with marketing technology in 2010. There are opportunities abound for the savvy marketer, but none is more important than listening to the customer by tuning into their frequency in newsgroups, blogs, podcasts, and social media sites. In fact, as the marketing mix moved from a ‘monologue’ model to one of dialogue and conversation, success with marketing technology will be predicated on a successful buzz monitoring and customer listening strategy.

What Is Social Media?

Social media are primarily Internet- and mobile-based tools for sharing and discussing information among humans. It most often refers to activities that integrate technology, telecommunications and social interaction, as well as the construction of words, pictures, videos and audio. Social networking, on the other hand is nothing new. Humans are all about everyday social interaction; social media offer ways to exchange information through the use of a few clicks or uploads.

What Is Buzz Monitoring?

Marketers are known for talking, not listening. Sure, we listened, but if advertising history is telling of anything it tells us that marketers love to produce “stuff” that they hope consumers will like. Social media listening and buzz monitoring flips that mind-set; it’s a phrase used in online public relations and social media marketing to track relevant conversations on the Internet. It provides great opportunity

Tools and Trends in Marketing Technology


social media mining, buzz monitoring, customer listening
to learn at a grassroots level what people really think about your brand, products or services in the statusphere, the collection of all the online conversation in social networking areas such as Facebook, Twitter and others. By monitoring the online conversation happening in blogs, forums, social networks and other social media channels, businesses can bring the voices of their customers directly into their marketing departments and cut down on the need for expensive market research tools such as focus groups and phone surveys. In fairness to the market and marketing researchers worldwide, social media listening will never fully replace a scientifically developed panel, customer advisory board or survey that gives us statistically significant and valid data on which to base our marketing decisions.

Buzz monitoring can be accomplished by paying for the service through a major provider of online conversation monitor methodology, or can be done in house through a variety of free services that are available to all marketers.

Why Social Media Monitoring for 2009?

While there are a good number of large organizations engaging a professional firm to understand the marketing conversation about their business, products or services, there are countless other companies – from small business to Fortune 1000 enterprises – that have yet to learn what the buzz is about. People are talking through blogs, social networks like Facebook and Twitter, wikis, etc. Knowing what they’re saying is crucial because their discussions influence consumer attitudes and behaviors and show up prominently in search returns, all of which affect your business. It’s a huge change because businesses no longer own their own brand. For a growing number of companies, hiring a full-time social media marketer is the way they ensure they interact sufficiently with their customers via Facebook, Twitter and other online sources. Dell, for example, has more than 40 full-time employees charged solely with social media marketing on behalf of the brand. Wells Fargo has had a vice president of social media since 2005. Buzz monitoring can be accomplished by paying for the service through a major provider of online conversation monitor methodology, or can be done in house through a variety of free services that are available to all marketers.

It All Starts With Social Media Monitoring

In order to fully engage in a customer community, develop a widget, or produce a worthwhile video that goes viral; you need to be in touch with the buzz about your business. Consumers want to talk to consumers. They don’t trust marketers; they trust each other. Social media is a linkable, findable conversation medium and your customers are talking about you, right now, and you likely don’t know what they’re saying (Yet!).
1. “Coining the Statusphere: The Social Web’s Next Big Thing,” Brian Solis. March 2009. Marketech


social media mining, buzz monitoring, customer listening

Social media or buzz monitoring can be done professionally. Firms like Radian6, Vocus, ScoutLabs, Cymfony and dozens of other companies have sprung up to go beyond the blogs. They’re monitoring and tracking ALL mediums used by social media-enabled consumers. It’s more than just listening; it’s about applying benchmarks, heuristics and intelligence around social media, not just one-dimensional DIY tools.

How Do Marketers Find Out Who’s Talking and What Do They Measure?

There are different parts of the conversation - enterprise, mainstream media, and consumer generated content. Unless you’re monitoring the buzz, you won’t know what’s there. In every social media monitoring program, there are a few fairly obvious things that every marketer should track. If you need more reasons to track social media, think of the new product ideas, keyword research for SEO, warnings of possible scandals and customer reactions that you’ll be able to amass.

Tools and Trends in Marketing Technology


social media mining, buzz monitoring, customer listening
In addition, there are three key metrics involved in what is referred to as “Online Reputation Management”: 1. Share of voice. This is a measurement of how much and to what degree people are talking about you. 2. Tone of voice, a.k.a. “Sentiment analysis.” This is a measurement of whether the conversation is largely positive or negative. If the sentiment is positive, reward those who speak well of you. If the tone is largely negative, you need to take action to get to the root of the problem IF one really exists. If it’s based in misinformation, you’ll need to engage the critics and correct their misunderstanding. 3. Trends over time. It’s important to monitor the above metrics over time to see the effects of your advertising, marketing and public relations efforts.

Best Practices for Monitoring the Conversation

Getting started monitoring the online conversation can be pretty straightforward, but there are a few guidelines that can help you get a jump start. 1. Look for evangelists and help the spread the good word 2. Engage with ‘middle ground’ consumers to influence them. 3. Look for “incidental detractors” and engage with them to fix problems. 4. Seek out and minimize “determined detractors” - the people who just can’t seem to be happy.

Monitoring Steps



social media mining, buzz monitoring, customer listening

1. Conversation discovery – Use brand monitoring services, keyword watch lists and alerts or, at a minimum, at least doing persistent searches? 2. Conversation aggregation – How are you gathering your data? Options include Google Reader or MyYahoo. 3. Conversation escalation – The decision to move from passive to active participation in online conversations. 4. Conversation participation – Determining how to participate. It could be via emails, comments, posts, tweets, etc. OR you can participate more indirectly through social bookmarks, tagging, etc. 5. Conversation tracking – There are many options, from customer relationship management software to review of email strings.

What’s Next for Social Media Listening/Buzz Monitoring?

There is a move from the belief that markets are conversations to a scenario in which online conversations are becoming markets – or, at a minimum, that there’s a market for monitoring conversations. A whole class of technologies is emerging to help companies track the conversations exploding online. More and more companies are embracing social media monitoring. A reported entitled “Social Media Monitoring and Analysis: Generating Consumer Insights From Online Conversation” produced by the Aberdeen Group, determined that 52 percent of companies currently had a social media monitoring and analysis solution in place and another 33 percent either had budget planned for these solutions within the next 12 months, or were interested in the technologies and were evaluating providers. In addition, survey respondents indicated that social media monitoring

Tools and Trends in Marketing Technology


social media mining, buzz monitoring, customer listening
and analysis can benefit a greater than expected number of corporate functions, from customer care to public relations and legal.

What to Monitor
What to Track? Company name Products/Brands Executives Key Customers Patents Press releases Competitors Stocks Services

•Blogs •Newsgroups •Social networks •Podcasts •Q&A venues (i.e., Yahoo Answers) •Search engine results •Wikipedia

Buzz Monitoring Tools
•Google or Yahoo Alerts •Google Blog/Web Search •Google Reader •Google Trends or Trendrr •Twitter •YackTrack •Social Mention •FriendFeed search •Technorati •Serph •SocialMention •FeedRinse •BlogPulse •Backtype •BoardReader •Summize ( • •Flickr (photos) •YouTube (videos) •Facebook Lexicon




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Twitter, Microblogging & The Statusphere

chapter 2
Twitter, Microblogging & The Statusphere
Microblogging is a Web service that allows the subscriber to broadcast short messages to other subscribers of the service. The appeal of microblogging is both its immediacy and its portability. Posts are brief – typically 140 to 200 characters – and can be written and received by a variety of devices including cell phones. Although most microblog broadcasts are posted as text, some services allow video or audio posts. Microblogging is slowly moving into the mainstream. In the United States, President Barack Obama microblogged from the campaign trail using Twitter, one of the most popular microblogging services. Traditional media organizations, including The New York Times, have begun to send headlines and links in microblog posts.

Microblogging is Growing. Fast.

A survey from Nielsen showed that between February 2008 to February 2009, Twitter grew at a whopping 1,382 percent growth rate. In February 2008, it had 7.038 million users in comparison to the 65.7 million on Facebook at the same time. Twitter, which counts the 35-to-49-yearold age range as its biggest demographic) has a huge advantage in that it is easy to use via a mobile phone (whether through mobile Web or text messages). In January

Tools and Trends in Marketing Technology


Twitter, Microblogging & The Statusphere
2009, 735,000 unique visitors accessed Twitter through their mobile phones. The average unique visitor went to Twitter 14 times during the month and spent an average of seven minutes on the site. And since people are on their computers or their cell phones multiple times a day with Twitter, it’s an ideal tool for selling something online. Another microblog innovator is Buzzable, which attempts to create in-social networks on a microblog platform. In other words, by creating small networks of highly targeted individuals, you can distribute time-sensitive materials and collaborate in a community without having to create an entire social network.

What Marketers are Doing With It

Marketing savvy companies are using Twitter in a multitude of ways, primarily to establish contact between its staff and customers, giving the company an aura of being human and approachable. Dell Computer, on the other hand, has several customer service people who find complaints about the company’s products and address them at the earliest possible opportunity. They also offer more general technical advice. Case in point: Online shoe and clothing retailer,, CEO Tony Hsieh regularly uses Twitter to update on anything from work travels to what he is eating to company news. All Zappos employees are allowed to join Twitter and/or write for the company blogs. The company also sues Twitter to engage with customers and provide personalities for the people working at Zappos. Twitter is an excellent tool to show a personality and have fun. Twitter has enabled this and other companies to put a personal face on an impersonal entity: the corporation. To date, Hsieh has used his account to share details about what he’s up to, provide behind-the-scenes info about what it’s like to work at Zappos, launch a Twitter contest asking people to help them rewrite their confirmation emails, incubate an idea for polling customers on Twitter and explain why he’s using Twitter. Collectively, these efforts are putting a human face on the company and engage customers more deeply. Case in point: Dell Twitter is especially suited to promoting online contests. It can also be used as an additional sales channel; Dell’s Twitter account DellOutlet has generated about $500,000 in sales by offering special discounts to Twitter users.

Microblogging Tools
► ► ► ► ► ► ► ► ► ► ► ► Microblogging Tools Twitter Neighbr Buzzable Shout ‘Em Ning Pownce Plurk you are Jaiku Kwippy



Twitter, Microblogging & The Statusphere
Case in point: Ben and Jerry’s Ben and Jerry’s turned to microblogging to further its engagement with loyal consumers. The company wanted a social media program that would align with the Ben & Jerry’s mission of “Peace, Love and Ice Cream,” fit its culture and met its “key performance indicators” of relationships strengthened and built. They partnered with a social media marketer to create a peace sign mosaic to which users could contribute pictures and text with their own vision of world peace in celebration of the new “Imagine Whirled Peace” ice cream. The campaign is available at www.benjerry. com/imagine. The results: The campaign yielded a 42-fold increase in time spent engaged on the site. The campaign also strengthened relationships with loyalists and introduced younger audiences.

A social media campaign by Ben & Jerry’s yielded a 42-fold increase in time spent engaged with the Website, strengthened existing relationships and introduced younger audiences.

Tools and Trends in Marketing Technology


Twitter, Microblogging & The Statusphere

Best Practices

Here are a few basic steps to help you get the most out of using a microblog without getting yourself in too deeply, or overwhelming others: 1. Consider your audience. If you’re speaking to friends, it’s OK to share personal details. But if your feed is open to the public, make sure it’s something of value to them. 2. Post regularly but don’t go overboard. Bloggers often feel the need to update their blogs regularly, and the same rings true for microblogging. 3. Don’t include personal details in an open broadcast. If your feed is public and you have a lot of followers you don’t know well, leave out specific details about where you are and what you’re doing. 4. Turn off phone alerts for feeds that don’t feed you. If you get too many text messages from Twitter feeds that aren’t relevant to you, you can stop getting text alerts from that person or completely remove the person from your friend list. is a free social networking and microblogging Web service that enables users to post to multiple social networks simultaneously. Making an update on pushes the update to a number of different social Web sites at once, so users can avoid logging into multiple accounts to send the same message to different groups and contacts on the Internet. It’s a huge time-saver, making it particularly appealing to social media and online marketing professionals. groups services into three categories – status updates, blogs and microblogs – and updates can be sent to each group separately. Users can configure their account

Leverage Microblogging to Help Your Business These Ways:

1. Monitor your industry and competitors. Southto aggregate content to services like west Airlines, for example, has used, Facebook, LinkedIn, blogging to keep an eye on long lines at its Twitter and many more. airport gates so it can respond to and help passengers. 2. Track conversations about companies and their brands. 3. Grow sales. Zappos CEO Tony Hsieh, for example, may occasionally give away shoes through Twitter, building loyalty to the brand that will result in additional sales in the future. Dell has used Twitter to broadcast closeout sales on product lines. 4. Enhance customer service. Microblogging posts can be directed to the general audience from a user; to a particular user but read by the general audience; or to a user via a direct message. An employee can follow these posts and address a customer’s request in any of them quickly, directly and personally. 5. Expand communication with stakeholders. Distribute short messages to direct readers via URLs to your Web site, blog or other Web sources where you can offer more information about the company or relevant issues.



Twitter, Microblogging & The Statusphere

Twitter Do’s and Don’ts
Do’s • Do create a Twitter profile that helps people verify your legitimacy • Do let consumers know who they are talking to (a real person, not a bot) • Do protect consumer information • Do provide customer care and feedback • Do include your social media affiliations on your corporate Web site • Do empower your Twitter representative to make a difference • Do see what other businesses are doing on Twitter • Do use Twitter search engines for keyword searches around brands, products and topics of interest. • Do follow Twitterers with similar interest to establish a brand presence with conversation • Do use Twitter to start a conversation – ask your followers to come up with new ideas or ask what they’re doing now • Do learn about customer needs – what other things are customers interested in? • Do advertise an event or promotion • Do ask questions and get feedback from your followers • Do engage consumers in co-creation and get constructive insights for future company developments or publications • Do follow the Blogger Code of Ethics (be transparent in your reason to Tweet, Respect other Twitterers, think before you direct message, make sure your message directly relates to those you are reaching out to, provide value to your followers). Don’ts • Don’t • Don’t • Don’t • Don’t

use Twitter to push ads or brand messaging. just Tweet but also follow others to join in or start a conversation. use Twitter to tell your everyday tasks; make sure your Tweets are valuable. Tweet anything about clients, co-workers or others that you would not want them to see.

Where Is Microblogging Going?

While Shout ‘Em and Buzzable haven’t hit Twitter’s strides, they and thousands of other microblogs are appearing on the Internet everyday. Eventually, it’s anticipated that the microblogging world will become so cluttered that segmentation will be required to specific niches and targeted industries.

Tools and Trends in Marketing Technology



chapter 3
A blog (a contraction of the term Weblog) is a type of Web site, usually maintained by an individual with regular entries of commentary, description of events or other material such as graphics or video. Entries are commonly displayed in reverse-chronological order. The word “blog” can also be used as a verb, meaning to maintain or add content to a blog. The ability for readers to leave comments in an interactive format is an important part of many blogs. Most blogs are primarily textual, although some focus on art (an artlog), photographs (photoblog), sketches (sketchblog), videos (vlog), music (MP3 blog) and audio (podcasting). A blogosphere is the collective community of all blogs. Since all blogs are on the Internet by definition, they may be seen as interconnected and socially networked. Discussions “in the Blogosphere” have been used by the media as a gauge of public opinion on various issues. But as the Blogosphere grows in size and influence, the lines between what is a blog and what is a mainstream media site become less clear. Larger blogs are taking on more characteristics of mainstream sites and mainstream


sites are incorporating styles and formats from the Blogosphere. In fact, 95% of the top 100 US newspapers have reporter blogs.


Blog Basics

Blogs have been around since the late 1980s or early 1990s, but the official terms Weblog, blog and blogging didn’t surface until 1997 and gained popularity a few years later. Blogs are often the foundation of corporate social media and customer community programs. Currently, 27.9 million U.S. Internet users have a blog they update at least once a month, and they represent 14 percent of the Internet population. By 2013, 37.6 million users will update their blogs at least monthly, according to Even more important than the number of bloggers, though, is the number of blog readers. eMarketer estimates that in 2009, 96.6 million U.S. Internet users will read a blog at least once a month. By 2013, 128.2 million people, or 58 percent of all users, will do the same. While blogs in the beginning were used for one-way expression, they’ve evolved into two-way conversations. This interactive format presents new opportunities for marketers to influence – and monitor – conversations that might be relevant to their businesses. The bottom line is that blogging is a global phenomenon. Bloggers have been posting for an average of three years and are collectively creating close to 1 million posts every day.

It has been estimated that by 2013, 128.2 million people--almost 60% of all users-will read a blog at least once a month.

Who’s Using It

There is tremendous room for opportunity on blogs not only in the small business market, but also in the Fortune 500 segment. Only 16 percent of these companies surveyed have a publicly facing blog, according to a new study by Nora Ganim Barns, Ph.D., chancellor professor of marketing at UMass Dartmouth and Eric Mattson, CEO and Financial Insite. Eighty-one (16 percent) of the primary corporations listed on the 2008 Fortune 500 list have a public-facing corporate blog with a post in the past 12 months. These early adopters include three of the top five corporations (Wal-Mart, Chevron and General Motors). Blogging differed by industry type, with computer software, peripherals and office equipment companies having the most blogs (eight). Companies in this category include Xerox, Dell, Microsoft, Oracle and EMC. The telecommunications industry represented by compa-

Only 16 percent of Fortune 500 companies have a public blog, which means tremendous opportunity for these companies to engage their audiencece through blogs.

Tools and Trends in Marketing Technology


nies like Verizon, Sprint and Virgin Media had five of the blogs studied. Food-related companies like McDonald’s, Tyson, Whole Foods, General Mills and Safeway also had five blogs. Of those using it, their uses and appeal vary widely. For example: • Wal-Mart has a checkout blog geared to the consumer and discussing the latest in gadgets, green, gaming, etc. • Coca-Cola’s conversations has a single author blogging about the history of the company. • Southwest Airlines has multiple authors writing about corporate culture, developments, services and offers, and is very clear about its call to action – access to exclusive Southwest offers.

11 Reasons

Why Blogging Matters
1. It brings ideas out to the public. 2. It provides a forum for communicating. 3. It showcases new ideas. 4. It presents different perspectives. 5. It allows for disintermediation traditional media (if something written about you was wrong, set the record straight). 6. It allows people to find you through search and search engines love blogs. 7. It empowers people to respond. 8. It allows for communication with very niche segments. 9. It allows you to spark conversation. 10. It encourages collaboration with community to solve problems. 11. It helps to create your brand and get your message out.

The Blogging Bottom Line

According to Technorati: State of the Blogosphere 2008 report, The majority of bloggers we surveyed currently have advertising on their blogs. Among those with advertising, the mean annual investment in their blog is $1,800, but it’s paying off. The mean annual revenue is $6,000 with $75K+ in revenue for those with 100,000 or more unique visitors per month. Note: median investment and revenue (which is listed below) is significantly lower. They are also earning CPMs on par with large publishers. Bloggers are sophisticated in using self serve tools for search, display, and affiliate advertising, and are increasingly turning to ad and blog networks. Many bloggers without advertising may consider it when their blogs grow – the inability to set up advertising will not be a factor.

Marketers blog
• • • • Establish authority Converse with customer base Search related benefits Instant feedback, reciprocity and commitment • Easy syndication with RSS


Tips for Creating An Effective Blog

• Create an authentic blog personality. Don’t formulate your posts – let your real voice shine through. Its casual, conversational, anything-goes nature makes it both so appealing to blog writers and readers - and so potentially dangerous to business.




Blog search engine Technorati has:
• indexed 133 million blog records indexed since 2002 • tracked blogs in 81 languages since June 2008 • determined bloggers collectively create 1 million posts per day • learned that company information or gossip and everyday retail experiences are fodder for the majority of bloggers

Top bloggers, according to Cisonblog, are:
• • • • • • • • • • ReadWriteWeb Mashable Seth Godin’s Blog Scobleizer How to Change the World Micro Persuasion Successful Blog Marketing Pilgrim Logic + Emotion

• Go into your blog writing with the intent of writing to inform, not to sell. • Set clear objectives for your blog management. Why does your organization want to blog? Evaluate the benefits and assess the risks before leaping in. • Look at other industry blogs to see how they are engaging their readers and see what response they’re receiving. • Comment on other blogs to leave a footprint back to your own. Quality on-topic and knowledgeable comments will engage readers to inquire more about the writer. • Be consistent. In the beginning, try to post at least three times a week. • Keep it simple. Don’t get caught up in the length of your posts. The key is to make them interesting and valuable. • Allow comments. You can moderate them, but comments create the viral effect by allowing readers to interact with you. Monitoring is crucial. • Use a succinct and appealing headline. This is what draws your reader in. • Ask for some action in your post. • Provide unique content that makes your blog a destination for the user. • Link your blog to other reputable sources of information. Blog links can also help in increasing the page ranks of the blog. • Use newsletters to promote engagement.

Tools and Trends in Marketing Technology



What’s Next for Blogging

Today, blogs are everywhere and they have changed the way publishing works. What used to be about a cluster of a minority around a single tool now refers to hundreds of millions of people using a warehouse of tools so that they can behave online the way they do in real life. Collectively, we’ve entered the “Age of Normalization in the Blogosphere,” according to Shel Israel, social media writer and speaker, co-author of Naked Conversations. The process which content is created will continue to evolve. This past year included the introduction of countless “microblogs” such as Twitter, long blogging and video blogging prompting the creation of microcommunities. Video is anticipated to become increasingly important to convey complex messages that are often lost in text.




chapter 4
Facebook is a social networking Web site; users can join networks organized by city, workplace, school and region to connect and interact with other people. People can also add friends and send them messages. The Web site’s name refers to the paper facebooks depicting members of a campus community that some colleges and prep schools give to incoming students, faculty and staff as a way to get to know each other on campus. In fact, Facebook originated with college students at Harvard University. Today, Facebook has catapulted into the lead of social networking sites. As of Jan. 4, 2009, Facebook had more than 42 million users in the U.S. alone. The biggest surprise is that Facebook’s 35-54-year-old demographic segment has continued to grow the fastest and even accelerated to a 276.4% growth rate over the past six months. It’s definitely not your college student’s Facebook anymore! According to Facebook, it has more than 200 million active users and more than 100 million of those log on to Facebook at least once each day, and two-thirds of Facebook users are outside of college age. Not surprisingly, people who use Facebook on their mobile devices are almost 50 percent more active on Facebook than non-mobile users. About 30 million active users currently access Facebook through their mobile devices.

Tools and Trends in Marketing Technology



Facebook Success Stories
Business-to-consumer: Specialty Color Services. This photo retail business decided to use Facebook to promote their business and to showcase how much they care about their work and the photography industry. They wanted to show how much they adored their passionate, enthusiastic and loyal customers in the process. They used Facebook to get their message out: Photograph your love. They spread the word about a contest built around that theme. Participants were encouraged to upload photos representing their interpretation of Photography your love to the Specialty Color Services Facebook page. In the process, they would “Become a Fan” on Facebook and via word-of-mouse, encourage others to do the same.

Best Practices for Marketing in Facebook
Based on the experiences of organizations marketing in Facebook and conversations with small- and medium-size business owners, several best practices for using Facebook have been identified, including: • Assign a specific person to create and manage your company’s Facebook Page. It’s important to post new information, photos and videos regularly to keep it fresh. • Respond to messages and questions left on your Page’s discussion board and “Wall” within 24 hours. • Post all of your events, videos and relevant photos to Facebook. Consistent activity and active sharing are critical to Facebook success. • Don’t fall victim to the mentality: “If I build it, they will come.” Develop a strategy to attract fans, which may involve both paid and unpaid approaches. • Promote your Facebook Page outside of Facebook to attract more fans. This can be as simple as adding a line to your current marketing or PR materials, such as “Find us on Facebook.” Be sure to review Facebook’s guidelines for external promotion. Facebook also offers a “Share” button you can add to your Web site to make it easier for your content to be shared on Facebook.

When the contest ended in January 2009, Specialty Color Services had received almost 2,000 entries, boosting business and re-creating the community feel that owners Gabe Cano and Glen Hodges said they missed from their days running a smaller photo business. They also posted videos on Facebook (such as one in which Gabe talked about the store’s Valentine’s Day services). Since he began doing the videos, Gabe said that when people call the store and recognize his voice, they want to talk. He finds this to be an “amazing level” to achieve with a customer he may never have met. Now, they have a forum for customers to come and share their love, and to establish relationships with customers beyond the retail transaction. The store said they are able to add to their level of authenticity, something they can’t get from a Web site or e-mail campaign. In the end, Gabe and Glen are photofinishers and do tell their customers it’s critical to print their pictures and store them



and catalog them. “And when you build that trust with them through Facebook, they’ll be more willing to do that,” he said.

Business-to-consumer: IntenCity Global. Bryce Gruber, the owner of this marketing and public relations firm in New York, used Facebook to draw more than 300 people to an opening party for a clothing store that expected would only attract 150 to 200 people. She said the people who learned about the party through Facebook bought several thousand dollars in merchandise. Her approach is to post information and reminders about her events regularly, and to upload plenty of party pictures afterward. Each day, she gets 20 to 30 messages on her wall and keeps that going with quick replies. The effort means she shows up often in her Facebook friends’ news feeds, where people are notified of their friend’s activities on Facebook.

Tools and Trends in Marketing Technology



How Nonprofits Can Benefit from Facebook

20 Ways to market in Facebook
1. Profile Page 2. Groups 3. Pages 4. Events 5. Notes and Photos 6. Messages 7. Marketplace 8. Share/Posted Items 9. Networks 10. Mini Feed and News Feed 11. Social Ads 12. Contests 13. Polls 14. Facebook Platform Ad Networks 15. Sponsored Facebook Groups 16. Profile Box 17. Mini Feed 18. News Feed 19. Invitations 20. Email Notifications

Nonprofits can probably benefit most from the use of Facebook, versus their for-profit peers, in that they don’t have to make a financial expenditure to reap its benefits. Instead, using Facebook for nonprofits requires personnel resources. Here are a few innovative ways nonprofits can benefit from having a presence on Facebook 1. Raise funds for the organization’s fund-raising campaign 2. Find and communicate with potential supporters and create a sense of community 3. Stir and broaden support for important social issues 4. Empower members to engage in their own actions 5. Organize, promote and manage events 6. Promote the organization’s blog, latest news, meetings and other Web content 7. Raise public awareness and money for advocacy efforts 8. Find and recruit volunteers – the abundance of young professionals on Facebook make it an ideal place to attract volunteers 9. Create a single branded page of your organization’s work 10. Stay in touch with core audiences on an ongoing basis – flexibility to have open, closed or secret groups as needed

Tips for Effective Facebook Marketing

Facebook offers a number of features that can be used to market products and services, as well as a business’ Web site. For example, Facebook Ads offer the ability to target a niche market based on age, gender, interests, location and more. If you’d like to begin without making a financial expenditure, here are a few ways to tap Facebook’s grassroots marketing potential: • Create a profile. This is your presence and expressed the passion you have for your brand. It’s a crucial page and the most frequently browsed page of your online presence. Share the story of your product or service, how you started, how you’ve grown/evolved, where you’re headed, etc., here.




Organizations have tapped Facebook Fan Pages, Groups and social ads. With Facebook’s array of options for businesses to connect with customers, it is quickly moving from a “nice to have” to a “must have” element in your business outreach strategy.

• Promote events. Post your marketing events, training programs or even company news here to your customers, partners and world at large. • Send messages. You can send them to a more captive group (those who are in your network) or out of your network as well. • Conduct polls. You can conduct market research on your target market using this offering. One of the greatest advantages is that you’ll likely receive a large number of responses in just hours. • Join pertinent groups. Use the site’s group feature to network with your target audience. • Create a group for your business. Groups are the oldest and simplest way to build community around your brand or company on Facebook. This will serve as a central place for people to congregate and participate in conversations around your brand. You can post photos, discussion topics, videos and links as well as easily send news and updates to your group members as often as you like. Groups are also one of the simplest ways to do viral marketing on Facebook. An alternative is to create a page for your business; these are similar to groups but are more customizable and get more prominent “real estate.” • Assign a specific person to create and manage your company’s Facebook page to ensure it features new information, photos and videos. Consistent activity and active sharing are critical to Facebook success. • Create a marketing strategy for Facebook so you attract fans; this may involve both paid and unpaid approaches. • Promote your Facebook page outside Faebook - ad it to your marketing materials, Web site, etc. • Establish a Facebook badge. Facebook describes its badge feature as a “customizable way to share your Facebook information on other Web sites.” Creating your own Badge will link Facebook friends to your company’s Web site.

Tools and Trends in Marketing Technology



What about Facebook Advertising?

With the ability to reach into a rich and interactive base of 250,000,000 people on Facebook, it can be a marketer’s dream or a marketer’s nightmare, depending on your approach. Successful advertising campaigns on Facebook are dependent on a few factors. Target, for one, has had much success with their Facebook campaigns. Certainly, as a large consumer brand with broad appeal and the budgets that they can allocate for testing make Target a challenging act to follow for most marketers. However, there are scores of marketers with far more obscure products and target markets who are finding success with Facebook advertising ranging from agricultural chemical manufacturers to welding to appliance companies

Facebook advertising is a very new field, with new strategies, tactics and ideas that have never been used before. No one has figured it all out yet, but unlike channels like Google AdWords, the competition is less, and the potential rewards are much larger than many other more traditional methods. When looking at the Facebook campaign AKQA ran for Target, AKQA did exactly what you are supposed to do when running an social media marketing campaign. Here are some of the lessons learned from that campaign.

Adjust the message for your audience and use unique targeting tools

Rather than just talking to their audience, they made their campaign more about party planning. “Our attitude had to be that we were taking advantage of an environment that already exists; we aren’t there so much to tell a story, but to put on a party, giving the students a platform for social interaction,” says Mauro Cavalletti, AKQA’s creative director.




Target and AKQA monitored Facebook to track the conversation

One of the key differences between advertising or engaging in Facebook and any other type of “non social-network advertising” is that you have to engage, or be social, so to speak, to track how your ads are performing and to stay engaged with the audience for the duration of the campaign. This goes double if the landing page or call to action for the ad is a Facebook group or fan page where people are expected to comment or post. The ads need to speak the language of your audience The ads, the landing page, and everything about a Facebook campaign need to be highly relevant for the audience, which almost goes without saying, but they also need to speak the language that the audience speaks – right down to the keywords in the ads.

Marketers are getting great results with Facebook

In Target’s case, they were able to effectively measure the ROI of their Facebook efforts. By September 31, the sponsored page had 7,176 members, 409 photos, 483 posts and hosted 37 discussion groups. Many of the posts provided positive feedback on Target stores, members informed other members where good deals were, which Target store had short coffee lines, and bargain shoppers praised the “dollar bins”. All that having been said, Facebook campaigns are not for everyone. Wal-Mart has had their share of failures with Facebook, Wal-Mart’s failure was due, in large part, to their decision to restrict comments and feedback on its Facebook page to “Wall Posts” instead of having a discussion board like Target did. Their reluctance to truly engage in the social aspect of social media advertising was the beginning of their undoing.

Tools and Trends in Marketing Technology



What’s Next for Facebook?

Facebook is an evolving animal; in early 2009, it underwent several changes in the form of its design format (which people either loved or hated), its terms-of-service agreement (which generated controversy), the departure of Gideon Yu, its chief financial officer, its cash flow situation (in April 2009, its CFO indicated Facebook doesn’t need additional financing and is not short on money). Perhaps the most controversial of all the changes is the opening of part of Facebook’s code to the public in April 2009 (Facebook Open Stream API); third-party developers can now build Facebook applications that will allow users to post status updates, share pics and links and interact with most elements of the site without visiting This is sure to impact the traffic levels and the resulting potential touchpoints for businesses advertising on Facebook. Not surprisingly, Facebook’s future is largely in the hands of its users – literally, those who use mobile devices. The number of Facebook’s users who access it via their mobile device every day is four million – and growing. With the increased use of superphones, mobile and wired Web are going to become tighter than ever. Looking forward, Facebook is open to a much broader inflow of ad dollars given that it is designed for both casual users and professionals.




chapter 5
LinkedIn is a business-oriented social networking site founded in December 2002 and launched in May 2003 mainly used for professional networking. As of May 2009, it had more than 39 million registered users spanning 170 industries. The site began as a resume-sharing site with networking functionality. Although it has been around for several years, its site traffic grew 153 percent in 2008 and 319 percent since 2007. In today’s economic climate, it’s no wonder LinkedIn is thriving. Overall traffic has more than doubled to 6.9 million users in February 2009 from 3.3 million a year earlier. LinkedIn continues to be the destination for people who want to connect for business ONLY. Other social networks typically have professional and personal components.

LinkedIn Success Stories

Business-to-business – Davis & Kelthau, s.c. In fall 2008, this Milwaukee law firm joined LinkedIn at the urging of the firm’s director of marketing and business development. Among the attorneys who took her advice was a partner who was skeptical at first. But, he later told that, in response to two of his emails asking clients to connect, not only did they accept his invitation, but also contacted him saying, “I’ve been meaning to get in touch with you about…” and two new matters landed on his plate with very little effort on his part. Business-to-consumer. Employers are increasingly relying on LinkedIn to recruit and vet their potential hires. Drew Patterson, vice president of marketing for, used the site to find two of the five employees he hired last year, paying $195 to list his job posts for 60 days.

Tools and Trends in Marketing Technology



LinkedIn Features

• At the root of LinkedIn is the intent to allow registered users to maintain a list of contact details of people they know and trust in business. The people in the list are called Connections. This list can be used in a number of ways: o A contact network is built up consisting of their direct connections, the connections of each of their connections (termed second degree connections) and also the connections of second degree connections (termed third degree connections). This can be used to gain an introduction to someone you wish to know through a mutual, trusted contact. o It can then be used to find jobs, people and business opportunities recommended by someone in one’s contact network. o Employers can list jobs and search for potential candidates. o Job seekers can review the profile of hiring managers and discover which of their existing contacts can introduce them. • The feature LinkedIn Answers allows users to pose questions for the community to answer. • The searchable LinkedIn Groups feature allows users to establish new business relationships by joining alumni, industry or professional or other relevant groups. • Make or obtain recommendations of people with whom you are connected. These online testimonials – a key component of your LinkedIn profile – not only enhance your profile’s completion percentage, but also give people researching you a reference point for how professional and credible you and your business are.

Top Tips for Effective LinkedIn Marketing

LinkedIn is the biggest business networking community online. If you’re not using it, you’re missing out on exposure and networking opportunities for yourself and your business. See the “Build Your Best Profile” sidebar on the next page for more tips.




Ways to Use LinkedIn to Promote Yourself and/or Your Business

• Customize your URL. Your profile information may be indexed by search engines. LinkedIn profiles rank pretty highly with Google. Instead of using the default URL, consider customizing yours with your company’s name. If you’re a small business that’s not well known, consider using a great keyword. • Include a photo. A picture aids recall when you’ve met face-to-face and people with pictures are far more likely to be contacted. • Ensure your entry doesn’t contain misspellings or other errors. • Use “Status Visibility,” LinkedIn’s internal version of Twitter to keep your connections current on what’s important to you today. Based on what you’re doing, they can reach out to help you. • Use the summary to show you are qualified to do what you want to do; use the “experience” area to support the summary. • Tap the “Specialties” area for keywords associated with the people you want to attract. These are bait and you want LinkedIn members searching for these keywords to find you. • Go ahead and give your profile greater visibility. Use your customized LinkedIn URL as a signature when you leave comments in business or industry-specific blogs. • Optimize labels. Add your Web site, blog and other relevant URLs to your profile. LinkedIn allows up to three. • Use the headline to define yourself. Use words that clearly define you and your business in the field directly below your name; these will help others easily find you. • Promote your blog. LinkedIn allows you to sync your blog posts with your LinkedIn profile. • Use the e-mail signature. LinkedIn offers you the option of creating a custom e-mail signature in Outlook, Outlook Express and Mozilla Thunderbird with a short version of your LinkedIn profile

Can Benefit from LinkedIn
• Fund-raising and partnerships go hand in hand with networking. Everyone knows you begin by asking the people you know for support, then ask the people they know, then the people they know, and so on. That is the premise of how LinkedIn works. It also presents a new way to find like-minded organizations for possible partnerships. • LinkedIn is also a likely place to kickstart a donation drive with your own network and beyond. Its demographic is a wealthier one, with executives from some of the Fortune 500 as members and more than 1,500 C-level business owners. • Start a group. Most nonprofits don’t have anything formalized unless they’re part of a larger organization, so a DIY LinkedIn group can let your past and future supporters stay in touch. • Forum for discussion. If you have a question, pose it via your LinkedIn group. Not only will this let you pose a question to your network, but also to the entire LinkedIn community. • Access. If your nonprofit depends on involvement from younger age groups, you’re better off reaching them through a networking site than traditional media

How Nonprofits

Tools and Trends in Marketing Technology



• •

Build Your Best Profile
Join LinkedIn and complete the overview information Complete employment and education history Add a profile summary Select an industry and add your specialties Add your website(s) Create Public Profile URL Determine your Public Profile URL Set your Contact Settings Upload your Contacts from your email client Make introductions to connect via LinkedIn Collect at least 3 recommendations from your “network” Regularly monitor the Q&A section for questions you are able to answer Ask questions that can help you do your job.

and a link to your complete profile. Add an image to your profile that will add to your credibility and professionalism. Make or obtain recommendations regarding your business peers, vendors, associates and others with whom you do business. Don’t make the mistake of being careless with them; view them as a portfolio and use them to support the themes of your portfolio. Don’t hesitate to ask the recommender to highlight a specific aspect of your work on which to comment. Join groups related to your industry and participate in the discussions – starting discussions responding to questions and sharing resources and tips that might be valuable to our network even if they don’t generate direct business for you. Take advantage of LinkedIn Answers. These discussion forums can be included with the profile and add significant value because they allow people to see your expertise and professionalism in context.

What’s Next For LinkedIn

Perhaps the most notable factor about LinkedIn is its explosive growth among individuals seeking professional networking and business productivity. It’s also tailored its offerings to users who want special features by offering premium plans to those who want more options for staying in touch professionally. LinkedIn already has 35 million members since February 2009 and that number is expected to grow making it in-line with many of the top social networking sites on the Web. Developers are working hard to implement new features like the LinkedIn Polls along with a set of other applications since they launched their new applications platform back in fall 2008.




a baker’s dozen smart ways to use LinkedIn
Adapted from Guy Kawasaki

1. Increase your visibility.

By adding connections, you increase the likelihood that people will see your profile first when they’re searching for someone to hire or do business with. In addition to appearing at the top of search results.

6. Increase the relevancy of your job search.

Use LinkedIn’s advanced search to find people with educational and work experience like yours to see where they work.

2. Improve your connectability.

7. Make your interview go smoother.

Most new users put only their current company in their profile. By doing so, they severely limit their ability to connect with people. You should fill out your profile like it’s an executive bio, so include past companies, education, affiliations, and activities. You can also include a link to your profile as part of an email signature.

You can use LinkedIn to find the people that you’re meeting.

8. Gauge the health of a company.

Perform an advanced search for company name and uncheck the “Current Companies Only” box. This will enable you to scrutinize the rate of turnover and whether key people are abandoning ship.

3. Improve your Google PageRank.

LinkedIn allows you to make your profile information available for search engines to index. Since LinkedIn profiles receive a fairly high PageRank in Google, this is a good way to influence what people see when they search for you. To do this, create a public profile and select “Full View.” Also, instead of using the default URL, customize your public profile’s URL to be your actual name.

9. Gauge the health of an industry.

If you’re thinking of investing or working in a sector, use LinkedIn to find people who worked for competitors—or even better, companies who failed.

10. Track startups.

4. Enhance your search engine results.

You can see people in your network who are initiating new startups by doing an advanced search for a range of keywords such as “stealth” or “new startup.”

In addition to your name, you can also promote your blog or website to search engines like Google and Yahoo! Your LinkedIn profile allows you to publicize websites. There are a few pre-selected categories like “My Website,” “My Company,” etc.To make this work, be sure your public profile setting is set to “Full View.”

11. Ask for advice.

LinkedIn Answers aims to enable this online. The product allows you to broadcast your business-related questions to both your network and the greater LinkedIn network.

12. Integrate into a new job.

5. Perform blind, “reverse,” and company reference checks.

LinkedIn’s reference check tool to input a company name and the years the person worked at the company to search for references. Your search will find the people who worked at the company during the same time period. Since references provided by a candidate will generally be glowing, this is a good way to get more balanced data.

When people start a new job, ordinarily their roots aren’t that deep in the new company. However, with Linkedin, new employees can study fellow employees’ profiles and therefore help them get to know more people faster in a new company.

13. Scope out the competition, customers, partners, etc.
This seems like it’s a no-brainer, but you can use LinkedIn to scope out the competition’s team as well as the team of customers and partners.

Tools and Trends in Marketing Technology


Social Networking Environments

chapter 6
Social Networking Environments
It’s hard to turn around without hearing a reference to one social network or another – Facebook, LinkedIn, YouTube… But they are by far not the only ones on the Web. In fact, an article in USA Today in May 2008 estimated there would be nearly 250,000 sites calling themselves social networks within a year, compared to the about 850 recorded in May 2008. While there may not be THAT many social networks on the Internet, one fact that’s indisputable is that the number of users is growing, and they’re gravitating toward several key sites. According to comScore, social networking users grew at 25 percent from June 2007 to June 2008 and the number increased from 0.46 to 0.58 billion. According to Hitwise, here’s how they rank with regard to market share: • is continuing as social networking market leader with 72 percent of market share,; • has 16.91% of market share. • is in third position with market share of 1.54 percent. • Tagged is in fourth position with 1.08 percent. • Bebo is in fifth position in social networking sites with 1.05 percent market share.



Social Networking Environments

Niche Social Networking Environments.

There are niches in social networking, just as there are niches in business. These have exploded, springing up to cater to people’s interests, backgrounds, professions and age groups. For many bloggers, niche sites offer more targeted links and a much smaller base of competition. According to a eMarketer, of the millions spent to advertise on social networks. 8.2 percent went to niche sites in 2008 went to niche sites, up from 7 percent in, for example, has become a destination for companies that make luxury goods and want to reach people who can afford them. These niche sites are as diverse as people’s interests, from Dogster for people who are passionate about their dogs and their computers, to for people over 40, to Active Rain for real estate agents and mortgage professionals. Examples include: • Fuzzster, a social networking site for your cats, dogs or other fuzzy pets. • NurseLinkUp, geared to nurses. • MOG, which targets music lovers. • Iliketotallyloveit for shopping aficionados. • Mixx, which prides itself on being “you link to the Web content that really matters.” • Small Business Brief; provides valuable exposure and legitimacy. When members post entrepreneur-related articles, a photo and link to their profi Of course, niche sites exist in all areas, such as sports, technology, business, entertainment, art and design and social causes as well.

Tools and Trends in Marketing Technology


Social Networking Environments Listen to the conversation
As part of our social-media strategy, let’s presume all businesses need a way to listen to their audience, their customers, their partners, and their detractors. Let’s begin with the tools we use to listen to the conversation. Start with Google Alerts and subscribe to keywords pertinent to your brand. You’ll get daily emails telling you when your keywords show up on the Web.

- a self-guided tour

Other Social Networking Environments

MySpace – MySpace is a social networking site with an interactive, user-submitted network of friends, personal profiles, blogs, groups, photos, music and videos. It was a pioneer in the social networking world, offering people an online community where they could communicate with people around the world and share photos, music and videos. Xanga – Xanga is a community of online diaries and journals; it’s best described as a social blogging Web site like Blogger or LiveJournal. It originated as a site for sharing books and music reviews. Today, it’s a cross between a social network and a blog host, allowing users to maintain a list of friends and join blog rings. Hi5 – Hi5 is a social networking site that targets a general audience. It became a very popular site when it went through a huge growth spurt in 2007, with much of that popularity coming from Central America. While it’s often found in the top 10 most visited Web sites in the world, it often fails to make the top 50 in the United States Famiva – Famiva is a family social networking and family tree building tool. Basically, you can add family members and friends to your tree and then email anyone in your tree who is not yet a member. Orkut – Orkut is a social networking site run by Google and named for its creator, a Google employee. Like most social networking sites, it was created to help users meet new friends and maintain existing relationships. It’s the most visited Web site in Brazil and India; a large percentage of its users are high school and college students in India.

social media

Social Bookmarking
Social bookmarking is an excellent way to share the collective intelligence of the Internet. This is near the top because you may want to “bookmark” some of these other sites using

RSS Feed Aggregators
Sign up for Bloglines, a free http://www.bloglines. Web-based RSS reader com that will allow you to follow numerous blogs and news sites. Add the feed from to get started, then look for the RSS button on your favorite news sites to subscribe to more feeds.

Do you know what’s been written about your brand (or your competitors) on Wikipedia? If you’re not in Wikipedia, write a mock version of your own Wikipedia entry.



Social Networking Environments

What’s Next for Social Networking Environments

If there’s one message that rings loudly and clearly when it comes to social networking, it’s this: Social networks are here to stay. What is anticipated to change is its existence as a distinct product category HOW they will exist that will change as we move from Web 2.0 to Web 3.0.
According to “Global Enterprise Web 2.0 Market Forecast: 2007 to 2013,” a report issued earlier this year by Forrester Research, large companies are expected to spend $4.6 billion by 2013 on Web 2.0 technologies, with social networking, mashups and Real Simple Syndication capturing the biggest share. It’s part of a trend that, over the next decade, will morph into Web users looking not just for Web pages that contain the information they want, but also for Web services that provide constant updates on items that appeal to their individual interests and needs. We’ll be moving toward a platform that interconnects people, organizations, services, products, Web sites and more. It is anticipated to include features that move us toward making existing applications more interconnected and cooperative: • A browser that instantly shows you the content you’ll find most interesting • Search engines that return fewer, better results – every time • Access to contacts’ current details all the time

Tools and Trends in Marketing Technology

Sourced from:


Video Sharing

chapter 7
Video Sharing
While it’s often YouTube [] that gets the majority of attention in the online video space, there is so much more to video that drives its efficacy for marketers. Take, for example, the once small high-end blender company, Blendtec. A 186-employee company in Orem, Utah, that built brand awareness with its “Will it Blend?” [] series. Millions of online viewers have watched Chief Executive Tom Dickson blend up dizzying array objects from lumber to the iPhone. For Blendtec, it was not really a question of “Will It Blend?” but “Does It Sell?” The answer is: Yes. According to George Wright, Director of Marketing for Blendtec, consumer sales have increased five-fold since the videos went up on YouTube and Revver [].

Why Video Matters to Marketers

Well, for starters, you just can’t beat the price! Even large brand marketers like Nike are producing quick, offbeat videos that cost little to produce and return millions of views and thousands of website visitors each month. Secondly, in one UK study online video consumption has nearly doubled in the past year with an ever-growing appetite for online video content. Viral video is simply another way to reach an ever fragmenting group of consumers who have led to a more



Video Sharing
than 100-fold increase in the number of videos viewed on YouTube since the end of 2005. More to the point, videos are powerful tangible artifacts that are showing up increasingly in Google’s blended search results.

Who’s Using Online Video?

Hundreds of small companies, ad agencies, large brands and Fortune 500’s. Even Ophah Winfrey now has her own YouTube channel [] which she says “will bring unique perspectives to this ever-expanding international online community.” Brands like Nike, Warner Bros., MTV2, Dimension Films, Blendtec, Intuit, Nestle and dozens of others have created online videos or embraced their users creating them for marketing gain.

What’s the Best Way to Use Video Sharing & Viral Video?

Viral success is never assured with video, but by following some proven tactics and creating videos that users will want to share with their friends and colleagues you can be successful, even if you don’t get millions of views on YouTube. The key is to make sure that your video has a real/authentic feel and a relevant message. This, and avoiding the typical marketing or sales pitch video will help you build trust and credibility which will serve you as you roll out future videos. When you’re ready to deploy your marketing strategy that spreads your video across many digital and social media outposts of the web, so it can more easily be shared, start with putting the video into the video sharing site of your choice (see list of popular sites later in this section) and the post onto your own website or blog. Make sure it’s easily “shareable”, meaning it can be easily emailed or posted to different social media sites (video sites like YouTube include this feature). And make it “search friendly” (good headline, metatags, etc) to make it easier for the search engines to find your video.

What’s the Quickest Path to Success with Online Video?

Virility of online video is hard to predict, but not impossible. Here’s a collection of tips from marketers who have achieved success in the online video space: 1. Focus on something fun or funny. Don’t force your point; it has to be worth watching. 2. Tie branding closely to product attributes. Yes, drive awareness, but for the right reasons. 3. If you’re trying to sell something, demonstrate the product. Show your product performing or resolving a problem. 4. It has to be “real”. Consumers have little patients for hyperbole or smoke and mirrors. 5. Get to the point. Videos should be less than 2 minutes. 6. Tap into celebrities. Bonus if they have a cult following that matches your brand. 7. Create a viral launch. Videos can’t stand alone; seed them on blogs, the media and your network at launch.
Tools and Trends in Marketing Technology


Video Sharing

Popular Video Hosting Web sites

YouTube - This popular video sharing Web site allows users to upload, view and share video clips. Google recognized its value in November 2006, purchasing it and operating it as a subsidiary of Google. Most of the content on YouTube is uploaded by individuals, although some media corporations use the site as well. It’s a powerful tool, as evidenced by the Susan Boyle’s “Britain’s Got Talent” snippet of video posted on YouTube that was subsequently viewed by more than 13 million YouTube viewers within a few weeks. Viddler - This video site allows users to upload, enhance and share their video from their browser. It was noted for the introduction of online commenting and tag annotations in online video, as well as on-the-fly video recording. Viddler gained popularity in 2007 when popular video bloggers such as Gary Vaynerchuk, Sarah Austin and Justine Ezarik began using Viddler’s technology to publish their shows. Viddler is one of the most popular sites for business videos, following YouTube, because its terms of service are favorable to businesses. Revver - This video sharing Web site hosts user-generated content. It attaches advertising to user-submitted video clips and shares ad revenue 50/50 with the creators (40/40/20 if the video is hosted by a third party). Vimeo - This video-centric social network site supports embedding, sharing, video storage and allows user-commenting on each video page. It’s gained a reputation as catering to a high end, artistic crowd because of its higher bitrate, resolution and relative HD support. Vimeo launched support for high definition video in October 2007, further establishing itself as a leading video hosting platform. One caveat is that Vimeo is designed primarily for non-commercial uses. - ScanScout is the market-leading instream video advertising network. The company partners with major advertisers and publishers to maximize video advertising opportunities. ScanScout creates a new significant revenue stream for publishers, helping them to extract the



Video Sharing
most value out of their video content and monetize it in a user-friendly manner. For advertisers, ScanScout provides the ability to target, optimize and deliver ad messages to the right content and audience, maximizing user engagement. ScanScout is one of the largest online video networks on the web, serving hundreds of millions of ad impressions every month. The company is headquartered in Boston with offices in New York and Los Angeles. - blinx is the world’s largest and most advanced video search engine. blinkx has built a reputation as the Remote Control for the Video Web. Now, with an index of over 35 million hours of searchable video and more than 450 media partnerships, including national broadcasters, commercial media giants, and private video libraries, it has cemented its position as the premier destination for online TV. Today, blinkx is the world’s largest single index of rich media content on the Web, delivering more content from a broader range of sources than either Google or Yahoo! Ustream – While not a video hosting site per se, Ustream is a popular website for stream live video to Twitvid – This tool is living proof that video has become integrated into just about everything we do. Twitvid allows you to post video with just a Twitter account and a mobile phone. If your phone connects to the Internet and can record video, you can likely use Twitvid to get short videos onto the Internet quickly. Of course, you can use Twitvid via traditional means by uploading videos from a computer, but the power is in the mobile aspect of the site. www.twitvid. com

What’s Next in Internet Video?

Video has been a fairly easy trend to track. As people become more mobile, so does video. As viewers expect more content from TV to specialty shows to web-only webisodes, video content producers have obliged and viewers have responded by devoting an increasing amount of time, attention and bandwidth to online video. For creators of business video, there’s an extraordinary opportunity to take whitepapers, howto guides, blog posts and all manner of content to the video screen to engage consumers in a more engaging and relevant manner. The laggards who fall behind on this trend will find themselves passed over by prospects and customers looking for more interesting and engaging content that holds their interest.

Tools and Trends in Marketing Technology



chapter 8
Life before e-mail (electronic mail) is a distant memory. E-mail (any method of creating, transmitting or storing primarily text-based human communications with digital communication systems) is an integral part of many of our daily lives.

Email Campaign Stories - Who is Using It and How

Case in point: Trek Bikes for business-to-consumer email marketing - Trek Bikes is the largest U.S. manufacturer of bicycles and related products. It has used email marketing to propel new product releases, to notify customers of new Trek bikes available at local retailers, to drive traffic to the Trek Web site, and to communicate with Trek dealers.
It collected an extensive list of email addresses during the 2005 and 2006 Tour De France races and Web site contents. When it was time for one of its largest product releases in June 2007, Trek tapped email marketing in conjunction with print and paid search campaigns to successfully communicate its new offering. It did this through some very purposeful and strategic email marketing efforts including: • Linking sent emails to an online version • Balancing text and images • Allowing plenty of space to surround the image and text block • Including important messaging above the fold • Including a call to action with a promise • Always including its physical address and a clear unsubscribe link It also employed a double opt-in email acceptance process to ensure its delivery list was clean and the users were truly interested in receiving mailings. An example of success? Trek used email marketing for the product release of its all-new Madone bike, devoting much of the campaign to email marketing. Customers printed out the mail

featuring the bike and brought it to their local stores. The campaign generated: • 50 percent clicked to open rate • 36 percent open rate (the industry average for the retail sector is 13.9 percent) • 18 percent click-thru rate (the industry average is a 3.7 percent click-thru rate)


How Nonprofits Can Profit From E-mail Marketing

Email is a very effective and low-cost tool nonprofits can use to communicate with members, donors and the community at large. It can be used to: • Launch a membership drive • Solicit donations • Sell tickets to fund-raising events • Communicate what’s new to volunteers, members and others to keep them engaged • Conduct surveys/gather feedback from volunteers, members and others

1. Create a face-to-face sign-up sheet

20 Ways To build an email list

2. Put a sign-up form on your Web site home page 3. Allow people to forward your communications to others via a “forward this newsletter to others” option on your email communication 4. Paid search 5. Search engine optimization 6. Link to your sign-up on your email signature line 7. Link to your online donation or event registration 8. Include it in your shopping cart mechanism 9. Promote your Web site sign-up on brochures and other sales collateral 10. Send direct mail highlighting the online discussion 11. Put the newsletter subscription URL on the footer of catalogs or printed newsletters; offer incentives or discounts via e-mail only 12. Ask for business cards with e-mails on them at trade show booths 13. Feature the newsletter subscription URL on print ads 14. Promote sign up via messaging on hold and voice mail 15. Offer opt-in incentives - white papers, discounts or access to special reports 16. Pay for search engine services and promote your email on the landing page 17. Hand out sign-up forms at speaking engagements and seminars 18. Make changing an address very easy; ideally, simple enough for subscribers to update on their own 19. Require email when people register for events 20. Sponsor a contest or drawing to encourage people to sign up

Tools and Trends in Marketing Technology



E-mail Statistics Indicate Flurry of Emails

According to Pew Internet and American Life Project data from March 2007, 91 percent of U.S. Internet users have gone online and sent or read email. The same source suggests that 56 percent do this as part of a typical day. As of April 2008, the most popular e-mail Web sites based on U.S. Internet usage and in descending order of popularity) were: • • (Windows Live Hotmail) • • Hitwise notes that while Gmail’s users are fewer in number, they tend to be younger and richer than Yahoo’s and Hotmail’s. A study conducted by the Radicati Group in August 2008 estimated 210 billion emails were sent each day. E-mail is both a marketing tool and a challenge: • 44 percent of email recipients made at least one purchase last year based on a promotional email • People who buy products marketed through email spend 138 percent more than people who do not receive email offers • If marketers optimized their emails for image blocking, ROI would increase nine percent • 17 percent of Americans create a new email address every six months • 30 percent of subscribers change email addresses annually • 84 percent of people ages 18 to 34 use an email preview pan

Tips for Effective Email Marketing

What’s very insightful is that people no longer perceive “spam” as just unsolicited email. Instead, they’re assigning the word spam to all email they don’t want. That poses additional challenges for an email marketing program. Here are a few tips for increasing the likelihood your email message will be received and read: • Make it easy to subscribe - an even book in your store, a simple form on your Web site that gives people access to discounts or promotions if they provide their e-mails. • Keep it confidential. Assure your customers you will never sell their information.


• Don’t waste the subject line. Instead, use eye-catching headlines. • Avoid abbreviations, slag and hyperbole. • Minimize imagery. Too many graphics makes an email slower to load. • Label the imagery you have so people see what they are missing if they don’t download it. • Include a visible call to action above the fold. • Use a tone similar to what you’d use n a face-to-face meeting with prospects: direct and professional. • Clearly state the purpose and value to subscribers. • Personalize the message whenever possible. • Give the reader a clear way to contact you. • Get in their address books by reminding them to add you to their whitelists. • Nix attachments. Some people will not open emails with attachments because of virus fears. • Avoid purchased lists of emails. • Make it easy to unsubscribe to your messages. • Make your emails mobile-friendly - “click here to read on your mobile phone” is becoming more commonplace. • Use “from” to your advantage; emails from a CEO to a fellow executive tend to resonate. Ensure your “from” line is from someone who matters. • Keep messages short and sweet. • Respect the audience’s time - do not send messages too frequently. • Offer something unique to the email audience. • Add a link to your company’s Twitter account to all mass email communications and even to event invitations and email newsletters. • Link to a form landing page from your company Twitter account. • Post links from your email newsletter articles on Twitter. • Ensure all email newsletter article authors have their Twitter account listed on the email.

Don’t forget ...
When building your email marketing campaign, don’t forget to include a call to action, provide easy-to-find contact information and add links to your company’s Twitter account or other microblogging sites.

Tools and Trends in Marketing Technology



chapter 9
Automated email (autoresponders)
An autoresponder is a computer program that automatically answers e-mail sent to it. They can be very simple or quite complex. Autoresponders are often used as e-mail marketing tools to immediate provide information to prospective customers and then follow up with them at preset intervals. Examples: • I Received Your Email • Off Email; Call If Urgent • I’m Out of the Office, Returning on “X” Date • Thank You For Registering The greatest appeal of autoresponders may lie in the ability to automated some of the email responses that people who email you demand. Autoresponders can be a relatively inexpensive means of responding to incoming emails as soon as they’re received. They can be as simple as an email program that sends information about a product or service via standardized messages or can send an unlimited number of follow-up messages sent at predetermined intervals.

How Marketers Are Using Automated E-mail

Here are just a few ways you can use autoresponder programs to do more than automatically answer your e-mail: • Publish a newsletter. Some autoresponders will manage subscriptions and follow up with interested prospects. • Conduct simple polls. • Send welcome letters to new members of your program or answer emails about frequently asked questions about a service or product. • Deliver an email course that shares the benefits of your product/service. • Deliver training courses. • Write reviews and put each review in an autoresponder.


• Distribute your articles. • Distribute advertising. It can send information about rates to prospects’ e-mail addresses and even follow up. It can also send notification of any special deals. • Distribute an e-mail course. • Create mailing lists. Notify subscribers when you’ve written new articles. • Offer a trial subscription of your product. You can capture their email addresses when you offer a free trial from your Web site, then follow up. • Link to hidden pages. • Post a request form for visitors to be notified of special offers or discounts in the future.

Tips for Effective Automated E-mail

The most basic reason to use an automated e-mail is to follow up with customers who have taken the time to reach out to you. Consider using it to tout store hours, current specials, etc. Tips for making the most of your automated e-mail include: • Choose and main message to share with customers and Repeat your main message over and over and over again. It may feel like overkill to you, but people just don’t read things as carefully as you’d think. They may read the first message, but miss the second and third. • Write the message to write about your reader and not you - use “your” and “we” instead of “me.” • Write to emphasize benefits, not features. Answer the “what’s in it for me?” question your readers will inevitably ask when they receive and read your autoresponse message. • Personalize your emails to include your prospect’s first name or full name in your autoresponder message. • Keep messages short and sweet and keep the beginning and end very strong and on-point, as your skimmers may look at only these lines - if any. • Use a variety of fonts, images and pictures sparingly. The old adage holds true - just because you have the tools doesn’t mean you should use all of them. • Include a signature line that contains all your contact information.

Tools and Trends in Marketing Technology


Social Media Optimization

chapter 10
Social Media Optimization
The Social Media Optimization (SMO) concept is a simple one, according to blogger Rohit Bhargava. Implement changes to optimize a site so that it is more easily linked to, more highly visible in social media searches on custom search engines (such as Technorati), and more frequently included in relevant posts on blogs, podcasts and vlogs. While it’s easy to get caught up in the tools that comprise the social media optimization kit, a more coherent and effective approach is to start with your company’s target audience and determine what kind of relationship your company wants to build with them, mainly based on where they’re getting information from in your industry (dictates what tools to use), how they engage with that information and with each other, and ultimately, what they are ready for. Social media optimization (SMO) is a set of methods for generating publicity through social media, online communities and community Web sites. Moreover, it’s also about the merging of traditional media, search engine marketing and social media marketing. The tools and methods can include RSS feeds, social news buttons, blogging and incorporating community functionalities like images and videos. Social media optimization is similar to search engine marketing but is different in the respect that the focus is on driving traffic from sources other than search engines. SMO is an integral part of an online reputation management (ORM) or search engine reputation management (SERM) strategy for orMarketech


Social Media Optimization
ganizations or individuals who care about their online presence. And it should co-exist with search engine optimization as a way to get content seen by a wider audience.

Examples of Sites for SMO (courtesy of
Here is a very short list of some of the most popular sites for social media optimization: • Digg: Digg is a user-driven content site where members can vote, bury and comment on stories submitted by other members. Getting onto Digg’s front page often results in thousands of visitors flocking to your site and can have lasting ranking effects. Digg Tip: The same story can only be submitted once, so craft your titles carefully. Also, don’t forget to embed the “Digg This” button on your site so users can easily submit content for you. • is a Yahoo-owned social bookmarking site. Del. allows members to publicly save bookmarks using tags. Don’t be afraid to tag your own content. Tip: All links are nofollow so you’re not getting link love, but you may get click thrus and direct traffic when users find your del.icio. us bookmarks through the search engine’s index. • YouTube: Well-known video upload site. Acquired by Google, so look for YouTube videos to start appearing in Google’s index. YouTube Tip: The five sites that bring the most traffic to YouTube receive a link back from the site. This probably won’t help with your Google rankings, but it may help your rankings in the other engines. • Newsvine: Another social news site where members can submit news stories, comment on other popular stories and create connections with regular users. Newsvine Tip: Your Newsvine user name becomes your own subdomain, so make sure to use keywords in your profile. • StumbleUpon: StumbleUpon acts as a discovery/recommendation engine and match users with Web sites, videos, images, etc. based on their interests that they may have been previously unaware of. Other social media sites to consider using are Wikipedia, Flickr, MySpace, Reddit, Spurl, Blinklist, Shadows, Simply, Yahoo Answers, Ning, 43 Things and Frappr.

How Should Marketers Use SMO

There are some generally accepted practices for social media optimization that roll up into a set of 10 guidelines derived from the initial SMO guidelines posited by Rohit Bhargava, Cameron Olthuis and Jeremiah Owyang. Marketers following these are assured at least a modest degree of success with their social media optimization efforts.

Tools and Trends in Marketing Technology


Social Media Optimization

Top 10 Guidelines:

1. Increase your linkability - This is the first and most important priority for websites. To optimize a site for social media, we need to increase the linkability of the content. Adding a blog is a great step, but there are more ways such as adding “ShareThis” buttons and simply creating content that readers will be inclined to link to. 2. Make tagging and bookmarking easy for readers Adding content features like quick buttons to “share this” or “add to” are one way to make the process of bookmarking and tagging pages easier. 3. Reward inbound links – Internet marketers know that inbound links are paramount to rising in search results and overall rankings. Often called “trackbacks” in blogs, displaying the inbound links as a means of offering credit to linkers is a best practice in further encouraging this positive behavior. Encourage them by providing provide clear rewards. 4. Make your content portable and syndicate it - Unlike much of SEO, SMO is not just about making updating site. When you have content that can be portable (such as PDFs, video files and audio files), submitting them to relevant sites will help your content travel further, and ultimately drive links back to your site. 5. Encourage mashups and content co-creation – It pays to be more open about letting others use your content (within reason). YouTube’s idea of providing code to cut and paste so you can imbed videos from their site has fueled their growth. Syndicating your content through RSS also makes it easy for others to create mashups and widgets that can drive traffic or augment your content. 6. Be a useful resource – SMO is about being useful, whether that’s content or though simple bookmarking and link sharing, adding value to and for users will put you miles ahead of your competitors. As this sharing this adds up, it will become more and more relevant in search engine results.



Social Media Optimization

7. Reward helpful and valuable users - Sometimes a quick email or direct message note in Twitter telling them you appreciate the link, the re-tweet or the quotations can go a long way. 8. Participate - Join the conversation - Social Media is a two way street. The best ways to “social media optimize” your firm and your content are to be involved and conversing with the community that you serve. While participating you are creating valuable awareness and prolonging your buzz. Participating helps your message spread further and faster. 9. Know how to SMO for your audience – Again, like the Obama Everywhere strategy, you have to know where your tribe is and optimize for their consumption and sharing habits. If they using Stumble Upon, then do that. If they’re part of the “Digg Nation”, then offer than. 10. Create great content – There’s just no substitute for great content. Whether search or social media optimization are part of your plan, or both, content wins the day most of the time. There are certain types of content that just naturally spread socially. Work with your audience, your web stats and your social media listening program to determine what type of content can work for you and create more of it.

Barack Obama is an excellent case in point for social media optimization. He needed to reach college students, African Americans, women, blue-collar workers and independent workers. He went full force into video sharing networks, uploading more than 1,000 videos to his Youtube channel and had more than 19 million views and 133,000 subscribers. He put photos on Flickr and moved other users to upload their own Obama-inspired photos. He had a Linkedin profile with Q&A groups. When you search for Obama now, his profiles show up all over. And the result: he won the female, African American, young, blue collar and independent vote. He lived the mantra for social media optimization by using various tools for being social, starting a conversation, being transparent and remembering the end user.

Who’s Using SMO

Tools and Trends in Marketing Technology


Social Media Optimization

Examples of SMO and Their Results

While in its early stages, Universal Pictures plans to integrate Twitter into media ads that will promote two separate movies scheduled for release this summer. The tweets will appear in the banner similar to a ticker feed. Most major news organizations and content websites have SMO as an integral component of their websites.

What’s Next for SMO

Marketers now understand that Internet marketing and social media is about meeting people in their medium. Referring back to the Obama example, his team knew that they would not reach the entire population by putting up a blog and a Facebook page. Thus, the spread their efforts across 15 separate social networks and hundreds of other websites, using social media optimization to give everyone they touched an opportunity to link, share and contribute to the cause. The future of SMO is a fairly simple story to tell in that it will soon be as widespread and common place and common practice as search engine optimization (SEO).



Social Media Optimization

chapter 11
Widgets and Gadgets
According to MarketingSherpa: “Widgets are small applications used to meet computer users’ specific needs by providing quick access to Internet sites; desktop utilities, such as to-do lists, calendars, clocks, weather, games, entertainment; and tools, such as system resource monitors or application launchers. Most widgets look like a tiny window on the user’s desktop or Web page. You might also see widgets referred to as gadgets, badges, capsules, gizmos, minis, modules, plug-ins or snippets.” Widgets (or Gadgets, as Google calls them) are stand-alone min-applications usually tied to a larger data source, such as a widget that showcases updated quotes on your favorite stocks. Widgets were made popular by their availability on Apple computers and the widget creating company, Konfabulator, later purchased by Yahoo! and renamed Yahoo! Widgets.

Why Use Widgets in Marketing?

Widgets work at the intersection of an acute need for specific information and an accessible source of valuable data. Marketers are already jumping on the widget bandwagon, but their ease of creation and perceived high value from consumers make then uniquely positioned to deliver positive ROI in 2008. Widgets are becoming ubiquitous, with nearly 30% penetration in 2007, their poised for rapid growth. Widgets can be developed for Facebook, Google homepage, My Yahoo!, computer desktops and for placement on blogs and websites.

Tools and Trends in Marketing Technology



Two Ways That Widgets Work For Marketers (via Marketingsherpa):

• Merchants can deliver offers via images, multimedia and coupons so viewers can click through to the product page and complete the transaction. • Publishers can stream content to build brand and advertising dollars or increase paid subscriptions.

Widgets Seem So New, Who’s Already Using Them?

In spite of their newness, they hold great possibility for almost any company who has bits of data to share with its customers and wants access to their Yahoo or Google homepages or their computer desktop. UPS offers a widget to customers to track shipments right from the desktop and also provides an integrated RSS reader to keep up on important news. Sunflower Market, used a desktop widget shaped like a potted plant to send coupons and relevant information to consumers who downloaded it for their first store in Indianapolis. The widget helped exceed opening-month sales expectations by 18%.

How to Succeed with Widgets:

There are a few basics to leveraging widgets in your 2008 marketing plans. Widgets are not, nor should be complicated or too sophisticated. Their value lies in their simplicity and their ability to deliver and acute, highly relevant service of piece of information (think UPS shipment tracking or the Motley Fool stock tracker widget). Keep these things in mind: 1. Type of Widget - Deciding what type of web widget to build is important; not all types of widgets will work on all platforms. For marketing ends, you want the content of your widget to be as “viral” as possible. You’ll also most likely want to build your widget in Flash, as it’s the most accessible technology. 2. Widget Functionality - You can build a widget to support almost any feature you can imagine. Stock trackers, feed readers, games, weather, rate quotes, etc. Make sure that the content of your widget is of the utmost value to your customers and prospects to ensure pass-along and sustained interest and usage. 3. Widget Seeding & Marketing – Offer it on your home page, seed it in widget galleries, build it for multiple platforms (Yahoo Widget Engine, Facebook, desktop) and cross-promote the widget in your existing channels.



Photo, Slideshow and Media Sharing

chapter 12
Photo, Slideshow and Media Sharing Environments
Photosharing on a broad basis is the publishing or transfer of a user’s digital photos online, enabling the user to share them with others (whether publicly or privately). This functionality is provided through both Web sites and applications that facilitate the upload and display of images. The term can also be loosely applied to the use of online photo galleries set up and managed by individual users. Their appeal is in their free or low cost means of sharing photos and ease of incorporation into personal blogs and Web sites.

Why Media Sharing Matters to Marketers:

Sharing photos isn’t the only type of static (non-video) visual media that’s proving successful and useful for marketers. Sharing documents such as PDFs and PowerPoint files through document sharing sites like,, Slideshare, and others has become a way of driving traffic, reaching new prospects and adding a new range or portability to documents, like large PowerPoint files, that can sometimes be clumsy to share with an audience let alone use as content fodder for search engines.

Tools for Sharing Photos, Slides and other Media
There is a maze of tools for sharing media and content but the following are the ones that are most often used for documents, photos and slideshows.

Tools and Trends in Marketing Technology


Photo, Slideshow and Media Sharing
• SlideShare is the world’s largest presentation-sharing community, allowing people to publicly or privately share Word documents or PowerPoint presentation. In the process, individuals and organizations share their ideas, connect with others and generate leads for their businesses. Visit SlideShare at www. • Photobucket is a media sharing and hosting site that allows users to store thousands of photos and hours ov video to share with friends and family. Users can link their images and videos to their blog, social networking sites, etc., use the site as repository for photos needed for listings on eBay or Craigslist and easily print quality images from their albums. Visit Photobucket at • Piczo technology allows users the ability to create comprehensive personal Web sites that don’t require html code or programming know-how. Its Web sites look professional, feature a home page and other Web site contents such as photos, text, guestbooks, chat boxes, music and more. Piczo caters to teens who want to express themselves and build personal communities in a safe online environment. It’s purported to be easy to use and very flexible for members who want to design their sites and spotlight their creativity. Visit Piczo at www. • Flickr is an image and video hosting Web site, Web services suit and online community platform. Not only is it a popular Web site for users who want to share personal photographs, but also a widely used service by bloggers who use it as a photo repository. As of November 2008, it claimed to host three billion images. Visit Flickr at • SmugMug is a photo sharing site that has come into favor with several commercial organizations interested in sharing photos on the web as some sites like Flickr have kicked off organizations sharing images explicitely for commercial purposes (in spite of the many commercial images still on Flickr). SmugMug is an ad-free environment that has gotten national acclaim for its business-friendly photo sharing & hosting environment, which includes an account with unlimited storage. You can find SmugMug at

What’s Next for Media Sharing?

It’s easy to see that companies will want to share nearly any type of media that they create in an online environment. Look for the continued merger of content and document types as holistic “content packages” (similar to the Slidecast that you create on SlideShare by uploading audio along with your presentation).



Honorable Mentions in Marketing Technology

chapter 13
Honorable Mentions in Marketing Technology

As we illustrated in the Marketech ’08 Marketing Technology Guide, there’s no shortage of marketing technology for marketers to pursue in their future marketing plans. For 2009 and be. In fact, there are many more technologies that we can discuss, but as much as we would like to believe that the long tail of marketing technology will lead to riches, there is only so much budget and bandwidth available to the modern marketer and we all need to focus our limited resources on those tactics and techniques which are likely to net us the greatest gain. All that said, there are a series of remaining marketing technologies which may be just the ticket for certain marketers trying to reach specific demographics, but which fall outside the realm of ‘mainstream’ for the purpose of most of you reading this document. If you’re the type that’s looking for ever more ideas to reach your increasingly attention starved customer base, read on. What we’d like to leave you with are a host of definitions and a few ideas on what’s next in marketing technology.

Tools and Trends in Marketing Technology


Honorable Mentions in Marketing Technology

iPhone and Mobile Phone Applications

While iPhones and mobile PDA’s and smart phones are are not an “honorable mention” in daily life, nearly all of use reading this guide have some form of mobile phone, many of them with Internet access, it is still new territory for most marketers. However, in the past year, we have seen numerous successes with marketing in the application space for iPhones, BlackBerry’s and other similar devices. Something else to bear in mind is that the user base for apps is growing by leaps and bounds. In their latest quarter, Apple sold 5 million iPhones and 3 million iPod Touches. This means that the potential market for an app grew by more than 20% in only 3 months! One last thing to note is that while iPhones are “all the rage”, they’re not the only game in town. In fact, Blackberry outsells the iPhone every day. When considering mobile applications for marketing, consider development for multiple platforms or at least developing the application for the platform that the majority of the addressable base of customers will use.

Internet Protocol Television (IPTV)

IPTV (Internet Protocol Television) is a system where a digital television service is delivered by using Internet Protocol over a network infrastructure, which may include delivery by a broadband connection. A general definition of IPTV is television content that, instead of being delivered through traditional broadcast and cable formats, is received by the viewer through the technologies used for computer networks. For residential users, IPTV is often provided in conjunction with Video on Demand and may be bundled with Internet services such as Web access and VoIP. The commercial bundling of IPTV, VoIP and Internet access is referred to as “Triple Play” service (adding mobility is called “Quadruple Play”). IPTV is typically supplied by a service provider using a closed network infrastructure. This closed network approach is in competition with the delivery of TV content over the public Internet, called Internet Television. In businesses, IPTV may be used to deliver television content over corporate LANs. Certainly IPTV has arrived, as has movie delivery over IP. However, the promise of ‘more interactive television’ remains elusive.



Honorable Mentions in Marketing Technology

In-game advertising (IGA) refers to the use of computer and video games as a medium in which to deliver advertising. 2005 spending on in-game advertising was USD$56 million, and this figure is estimated to grow to $1.8 billion by 2010 according to Massive Incorporated, although Yankee Group gives a lower estimate at $732 million. Ingame advertising is seen by some in the games industry as offering a new revenue stream, allowing developers to offset growing development costs and to take more risks in game play. When consumers think of the technology advances that they have witnessed in the past decade, it’s hard to argue that video games, game consoles and online games have come a long way. The advances for marketers, however, have yet to arrive. Major universities have applied time and resources to developing models for determining the most effective in-game marketing models, but at the end of the day, the results amount to little more than understanding the most effective virtual billboard placement for novice vs. advanced players. The application for mainstream marketers here is still quite limited.

In Game Marketing/Advertising (IGA)

Mobile Marketing

Mobile Marketing is meant to describe marketing on or with a mobile device, such as a mobile phone. Marketing on a mobile phone has become increasingly popular ever since the rise of SMS (Short Message Service) in the early 2000s in Europe and some parts of Asia when businesses started to collect mobile phone numbers and send off wanted (or unwanted) content. The major problem that mobile marketing faces is one of acceptance. 75% of adults surveyed have no interest in receiving marketing messages on the mobile phones. Mobile marketing is almost always combined with another promotion or integrated marketing vehicle, such as an in-store contest, television or radio ad, pass along viral MMS video or something that requires an SMS message interaction to engage in the marketing message. Mobile marketing or marketing with SMS is popular, and is poised for growth in 2008, but it has not yet reached critical mass in the US where mobile is the ‘killer marketing app’ for

Tools and Trends in Marketing Technology


Honorable Mentions in Marketing Technology

reaching all but a teenage demographic. Look for more about mobile marketing in the resources section.

Virtual Worlds, Second Life, Avatars

Second Life is a 3-D virtual world entirely created by its residents. Since opening to the public in 2003, it has grown explosively and today is inhabited by millions of Residents from around the globe. You’ll also be surrounded by the Creations of your fellow Residents. Because Residents retain the rights to their digital creations, they can buy, sell and trade with other Residents. The Marketplace currently supports millions of US dollars in monthly transactions. This commerce is handled with the in-world unit-of-trade, the Linden dollar, which can be converted to US dollars at several thriving online Linden Dollar exchanges. In this case, the fiction has predicted a major new paradigm where interactive marketing is concerned. Businesses and individuals are looking towards Second Life as a new medium to grab attention and promote their products and themselves. Wells Fargo Bank, Sun Microsystems, Coca-Cola, and Toyota have all started building stuff and doing stuff in Second Life as a method for marketing themselves online. In August, Susanne Vega became the first musician to perform a ”live” concert in SL space, through her avatar.


A podcast is a digital media file, or a related collection of such files, which is distributed over the Internet using syndication feeds for playback on portable media players and personal computers. The term, like “radio”, can refer either to the content itself or to the method by which it is syndicated; the latter is also termed podcasting. The host or author of a podcast is often called a podcaster. Though podcasters’ web sites may also offer direct download or streaming of their content, a podcast is distinguished from other digital media formats by its ability to be syndicated, subscribed to, and downloaded automatically when new content is added, using an aggregator or feed reader capable of reading feed formats such as RSS or Atom.



Honorable Mentions in Marketing Technology

While podcasting is a high profile marketing technology, it is very much like blogs, and the metaphors of blogging, mixed with the metaphors from radio apply to the medium. Look for more from this medium as we reach ubiquity with mobile phones that thoroughly integrate music and data storage into them, and as radio stations around the country, still stuck in a 1960’s model, get with the program and start offering more of their content in podcast mode.


In technology, a mashup is a web application that combines data from more than one source into a single integrated tool; an example is the use of cartographic data from Google Maps to add location information to real-estate data from Craigslist, thereby creating a new and distinct web service that was not originally provided by either source. Mashup originally referred to the practice in pop music (notably hip-hop) of producing a new song by mixing two or more existing pieces. A mashup isn’t so much something that a marketer would produce as much as your fans and customers would product on your behalf. The key to allowing your customers to create mashups on your behalf is to open up data such as a directory or something similar of worthwhile information that can be combine with something else to create a valuable web based tool (like a widget)

Tools and Trends in Marketing Technology


Appendix I: Resources

appendix I
The purpose of this section of the guide is to give you a wealth of resources that can further the learning process on any of the technologies that we’ve discussed herein and help you put your marketing technology plans into action

General Resources, Publications and Websites for Marketing Technology Information
American Marketing Association >> eMarketing and Commerce >> MarketingSherpa >> ClickZ >> MarketingProfs >> Marketing Charts >> Marketing Vox >> TechCrunch >>


SixApart: Guide to Business Blogging >> Ogilvy PR: Welcome to Blogosphere: An Executive Blogger’s Guide >> Cerado: The Business Blogging Field Guide >> ProBlogger: A - Z of Professional Blogging Tools >> Fortune 500 Business Blogging Wiki >> iMedia Connection: 10 blogging tips from 10 bloggers >>



Appendix I: Resources

Blog software comparision chart from USC >>

Blogger >> TypePad >> WordPress >> and MovableType >> Squarespace >> Awareness (formerly iupload) >>


Marketing Pilgrim: Buzz Monitoring: 26 Free Tools You Must Have >> Small Business SEM: SES Session Recap: Buzz Monitoring >> How to put the B in Buzz Monitoring >> Search Engine Roundtable: Buzz Monitoring >> Web Strategy: Companies that Measure Social Media, Influence, and Brand >> Center Networks: Firestorm 2.0 - Using Social Media Services to Track The California Fires >> Media Guerrilla: More on Social Media Monitoring >>


Technology For Marketing & Advertising 2008 >> New Marketing Summit >>

Tools and Trends in Marketing Technology


Appendix I: Resources


Wikipedia: Definition >> Engage Advertising >> Massive Incorporated >> iMedia Connection: In-Game Advertising Dos and Don’ts >> cnet: In-game ads work, study says >>,-study-says/2100-1043_3-5887880.html


ArsTechnica: An introduction to IPTV >> DailyIPTV >> Wikipedia: IPTV definition >>


iMedia Connection: Marketing Mashup Tools >> Web 2.0 Mashup ecosystem >>


Wikipedia: Mobile marketing definition >> Mobile Marketing Association >> Retail Wire: Overall receptiveness to mobile marketing >> NOC: Mobile marketing in the U.S. vs. Europe >>,0,w Mobivity >>


Appendix I: Resources

Cellit Mobile Marketing >>


Wikipedia: Podcast definition >> Business Podcast Marketing Case Study Proves Results >> MarketingSherpa’s Practical Podcasting Guide for Marketers >> Podcast Design: Step-by-Step to a Plan >>


Definition of: Wikipedia >> NYTimes RSS Feed page >> Stephan Spencer: RSS and SEO: Implications for Search Marketers >> Do Marketers Really Need RSS? >> MarketingSherpa: MarketingSherpa’s RSS Help Page >> iMedia Connection: Start Using RSS Today! >> ClickZ: 10 Ways for E-Marketers to Use RSS >> RSS Service Vendors Pheedo: RSS Advertising >> FeedBurner (Google) RSS Analytics >> Top 10 Windows RSS Feed Readers and News Aggregators >>
Tools and Trends in Marketing Technology


Appendix I: Resources

RSS Compendium - RSS Readers - Web-Based >>


Search Engine Land: Google 2.0: Google Universal Search >> Search Engine Watch: What Does Universal Search Mean for SEM? >> HP Blog: Universal Search and Ask3D – What Blended Search Models Mean to Marketers >> Online Marketing Blog: Small Business Guide to Optimizing Universal Search >>


Search Engine Watch: Social Media Optimization: It’s Like SEO, For Social Sites >> eBizMBA: 30 Largest Social Bookmarking Sites | October 2007 >> Rohit Bhargava: 5 Rules of Social Media Optimization (SMO) >> Search Engine Guide: The Beginner’s Guide to Social Media Optimization >> GrayWolf’s SEO Blog: The Dark Side of Social Media Optimization >> Social Media Optimization - SMO – SMOmashup >> Pronet Advertising: Introduction to Social Media Optimization >> Social Bookmark Creator >>



Appendix I: Resources
Social Media Optimization Blog >>


TechCrunch: Details Revealed: Google OpenSocial To Launch Thursday >> Mark Granovetter: The Strength of Weak Ties >> Cnet: Five reasons social networking doesn’t work >> CNNMoney: The Missing Link >> htm Social Customer Manifesto: Why You Shouldn’t Ignore Social Networks >> Cisco’s Social Networking for Business >> Information Today: Online Social Networking for Business: An Interview with Konstantin Guericke, Marketing VP, LinkedIn >> List of social networking websites >> 33 Places to Hangout in the Social Networking Era >> Top Ten Reviews: Social Networking Sites >> Neighborhood America: Enterprise Social Networks >>


The New York Times: Like Shopping? Social Networking? Try Social Shopping >> r=1&partner=rssnyt&emc=rss
Tools and Trends in Marketing Technology


Appendix I: Resources


IBM: IBM Consumer Survey Shows Decline of TV as Primary Media Device >> TV & Online Video Convergence


Blendtec interview on Forrester Groundswell: Speaking through YouTube >> Blendtec “Will it Blend” viral video site >> YouTube >> MarketingProfs (Stephan Spencer): How to Market on YouTube >> MarketingSherpa: Video + Humor + Viral = Lead-Gen Success for Data Backup Firm >> USA Today: Marketers are into YouTube >> 8 tips to make your YouTube video go viral >> MarketingCharts: Google Video Sites Capture Lion’s Share of Viewers, Videos Viewed in July >> Contentinople (CMP Media): List of video sharing sites >> Light Reading: List of 45 video sharing websites >>



Appendix I: Resources

Complete list of video sharing websites from Light Reading. Enter video site name into a search engine to locate the current URL 5min Addicting Clips Aggrega AniBoom ApnaTube Atom Films Blinkx Bolt Brightcove Buzznet Castpost Clesh Clickcaster Clipshack College Humor Cuts Dailymotion DivX Stage6 eSnips Expert Village Eyespot Famster Flixya Free IQ Funny or Die GodTube GoFish Google Video Grouper Helpful Video iFilm JibJab Jumpcut Kwego Liberated Films LiveDigital LiveVideo ManiaTV Mediabum Meevee MeraVideo Metacafe Middio Motionbox MyHeavy MySpace MyVideo OneWorldTV Ourmedia Panjea Pawky Phanfare Photobucket Podcast Spot Podshow Pooxi PureVideo Putfile Revver Rooftop Comedy Scenemaker Sclipo Sharkle Soapbox Stashspace Stupid Videos Super Deluxe SuTree TeacherTube Treemo Twango Uncut Video uVouch UVU Veoh Viddler Video Webtown VideoJug VidiLife Vidipedia Vidmax ViewDo Vimeo vMix Vodpod vSocial VuMe Yahoo Video YourKindaTV YouTube ZippyVideos Source:

Tools and Trends in Marketing Technology


Appendix I: Resources


BtoB Magazine: Virtual events’ success grows >> Biznology: Virtual Events Return Real Value >> Virtual Event Best Practices with Unisfair >> A Virtual Events Snapshot: (All data provided by Unisfair) • Average live duration: 1.5 days • Average archived days: 90 • Average registration: 3,102 • Average attendance: 1,587 • Show Up Rate: 52% • Sponsor/Exhibitor Booths: 15 • Leads Generated per Sponsor: 348 • Conference Sessions: 5 per day • Average attendee time at event: 2 hours 31 minutes • Average Locations Visited: 16 • Average Attendee Interactions:13 • Average Downloads per attendee: 5 • U.S. Attendees: 58% • International Attendees: 42%


Naturlasearchblog: Brave New Future of SEO & SEM? Marketing thru Second Life >> http:// Webpronews: The Marketing Potential of Second Life >> Second Life: Marketing Section >> openPR: First customer satisfaction survey in Second Life >>



Appendix I: Resources

Second Life Grid: How Organizations Use The Platform >>

WEB 2.0

All things Web 2.0 directory >> PEW Internet: Riding the Waves of Web 2.0 >>

Web 3.0 showArticleHomePage&art_aid=57532


UPS Widget >> MarketingSherpa: Special Report: Marketing With Widgets - Usage Data, Tactics & Test Results >> Widget Best Practices: Clearspring >> TechCrunch: Desktop Widgets 101 >>

Tools and Trends in Marketing Technology


Appendix I: Resources

Sexy Widget: Reviews and analysis of widgets, toolbars, and distributed businesses of all flavors. >> 6 Cool FREE Widget Platforms for your PC >> Popular Widget Platforms & Providers: • Yahoo Widget Engine • Facebook • Google Gadgets • Clearspring • Widgetbox • Musestorm • Snipperoo • MySpace

WOMMA >> MarketingCharts: Word-of-Mouth Marketing Spending to Top $1 Billion in 2007 >>




Before you pack your marketing bags and embark on a journey into the world of social media, you’ll need to know the language. Listed below are some basic conversation starters, partially excerpted from OneUpWeb’s recent Pocket Guide to Social Media. For the purpose of consistency and timeliness, most other definitions herein are sourced from Wikipedia [www.] or Webopedia [].


Creating a movement of net-fluencers to influence conversation, actions or motives in support of one’s objective.


Gathering and remixing content from blogs and other Web sites that provide RSS feeds; typically displayed in an aggregator like Bloglines or Google Reader, or directly on your desktop using software (often also called a reader). Beneficial for breaking news.


Search engines, like Google, allow you to specify words, phrases or tags that you want checked periodically, with results of those searches returned to you by email.


May refer to topics from an online discussion that has been closed by saved for later reference. On blogs, archives are collections of earlier items usually organized by week or month. You may still be able to comment on archived items.


The sense that something or someone is “real.” Blogs enable people to publish content, and engage in conversations that show their interests and values, and so help them develop an authentic voice online.


Graphical images used in virtual worlds to represent people. Users can create Avatar visual personalities selecting a gender, body type, clothing, behaviors and name.

Back Channel Communications
Private emails or other messages sent by the facilitator or between individuals during conferencing.


Used to describe the totality of blogs on the Internet, and the conversations taking place within that sphere.

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70 Blogs


Shortened from the original term “Weblogs,” these self-published web sites containing dated material, are usually written in a journal format. Content such as text, pictures, video and/or audio have URLs plus other ways of identifying them by keywords (tags). This allows visitors to pull items to their desktop through subscriptions or aggregators without having to visit the actual web site. Blogs often have links to other relevant online content, plus invite feedback through “posts” which are comments from readers.

A list of sites displayed in the sidebar of a blog showing who the blogger reads regularly.


Saving the address of a Web site or item of content, either in your browser or on a social bookmarking site such as Delicious. By adding tags, others can also find your research and the social bookmarking site becomes an enormous public library.

The tool used to view Web sites and access all the content online.

Bulletin Boards

The early vehicles for online collaboration where users connected with a central computer to post and read email-like messages.

Buzz Monitoring

Buzz monitoring is a phrase used in Online Public Relations and social media marketing to track relevant conversations on the Internet.

Bulletin Boards

The early vehicles for online collaboration where users connected with a central computer to post and read email-like messages.


Pre-specified ways to organize content -- for example, a set of keywords that you can use but not add to when posting on a site.


In order to get conversations started in an online community, you need a group of enthusiasts willing and confident to get things moving by posting messages, responding and helping others.

Real time interaction on a web site, with a number of people adding comments via text entries.


Adding feedback comments under blog posts and other content.


Community Building

The process of recruiting potential community or network participants, helping them to find shared interests and goals, and using technology to develop useful conversations

Conferencing (online)

Happens in a Web forum and is the conversations of those involved, organized around topics, threads and a theme or subject .

Consumer-generated media (CGM)

First-person commentary posted or shared across a host of expression venues, including message boards, forums, rating and review sites, groups, social networking sites, blogs, video-sharing sites, etc.

Text, pictures, video and any other meaningful material that is on the Internet.

Content Management System

Software suites offering the ability to create static Web pages, document stores, blogs, wikis and other tools.


Commenting or contributing to forums is the currency of social networking, which puts the “social” in this form of media.


Information (i.e., URLs, Web addresses) created by a Web server and stored on a user’s computer. This information lets Web sites the user visits keep a history of a user’s browsing patterns and preferences.


Sharing through social media is enhanced by attaching a Creative Commons license specifying, for example, that content may be re-used with attribution, provided that a similar license is then attached by the new author. .


This refers to harnessing the skills and enthusiasm of those outside an organization who are prepared to volunteer their time contributing content and solving problems.

Creative Commons

Creative Commons is a not-for-profit organizationa nd licensing system tha toffers creators the ability to findtune their copyright, spelling out the ways in which others may use their works.

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Deconstructives Domain Name

Systematically working back from a specific issue to identify influencers through viral mapping.

A method of identifying computer addresses. For example, a “.com” extension means the account is a business-related, and “.gov” is government related.

Email lists

Important networking tools offering the ability to “starburst” a message from a central postbox to any number of subscribers and for them to respond.

The act of inserting video or photo to a Web site or email.

Someone who helps people in an online group or forum manage their conversations.


The means by which you can read, view or listen to items from blogs, podcasts and other RSSenabled sites without visiting the site, by subscribing to a directory or aggregator such as iTunes or Bloglines.


Animation software used to develop interactive graphics for We sites as well as desktop presentations and games.


A term for the collaborative, but unstructured, way in which information is categorized on the web. Instead of using one, centralized form of classification, users are encouraged to assign freely chosen keywords (called tags) to pieces of information or data.

Discussion areas on Web sites where people can post messages or comment on existing messages.


On social networking sites, contacts whose profile you link to in your profile, thereby creating your network.

Collections of individuals with some sense of unity through their activities, interests or values.


73 Hashtag


Similar to regular tags, these are keywords associated and assigned to an item of content with a hash mark (#) attached to the front of the word.


Text, images or graphics that, when clicked with a mouse, will connect the user to a new Web site or Web page.

Instant Messaging (IM)

Chatting with another person using an IM tool like AOL Instant Messenger, Microsoft Live Messenger or Yahoo Messenger. The tools allow you to indicate whether or not you are available to chat and can be a good alternative to emails for a rapid exchange.

Link Baiting

The process by which web sites, blogs, etc. encourage links from other sites to improve popularity and raise positions on search engines. The enticement may include content, online tools, free downloads, or anything else that another site owner might find worthy of a link.


In the blogsphere, the art of skimming feeds to see what topics are popular and setting up searches that monitor when an organization is mentioned.


A list of email addresses of people with common interests. Software enables people who belong to a list to send messages to the group without typing a series of addresses.

People who read but don’t contribute or add comments to forums.


An online service or software tool that skilled “techies” develop by combining two or more tools to create an entirely new service.


A unit of cultural information such as a popular tune, catch-phrases, beliefs or fashions that can virally propagate from one mind to another. Online, it may be shared among bloggers or participants of social sites as a game, activity or quiz (e.g., name 50 favorite authors, the 100 worst songs, 10 favorite movies).


A form of blogging through which the entries/posts are limited to a certain number of characters or words, i.e., Twitter.

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Mobile Marketing

Mobile Marketing is meant to describe marketing on or with a mobile device, such as a mobile phone. Marketing on a mobile phone has become increasingly popular ever since the rise of SMS (Short Message Service) in the early 2000s in Europe and some parts of Asia when businesses started to collect mobile phone numbers and send off wanted (or unwanted) content.


A term used in opposition to “broadcasting” to describe a podcast’s ability to reach a narrowly focused, highly interested audience.


Structures defined by nodes and the connections between them. In social networks, the nodes are people and the connections are the relationships they have. Networking is the process by which you develop and strengthen those relationships.


Internet “site” centered around a specific topic or course. Some newsreader software can “thread’ discussion so there can be various topics centered around a central theme.


Web site or desktop tool that acts as an aggregator, gathering content from blogs and similar sites using RSS feeds so you can read the content in one place instead of having to visit different sites.

Open-source software

Refers to any computer software whose source code is available under a license that permits users to study, change, and improve the software, and to redistribute it in modified or unmodified form. It is often developed in a public, collaborative manner.”

Peer-to-Peer Permalink

Direct interaction between two people in a network.

The address (URL) of an item of content, for example a blog post, rather than the address of a Web page with lots of different items.


Uploading your images to a Web site like Flickr. You can add tags and offer people the opportunity to comment or even re-use your photos if you add an appropriate copyright license.


An acronym standing for “packet Internet grouper” or “packed Internet gopher,” this is an automatic notification sent when a blog has been updated. It also describes the automatic communication between networked computers/servers.


75 Podcast


A digital broadcast made available on the internet. Currently the majority of these broadcasts are audio files sent to directories through XML feeds and RSS – or Really Simple Syndication – formatted XML files. The word “podcast” is derived from “pod” as in Apple’s iPod, the popular portable audio player, and “cast” from “broadcast,” meaning “to transmit for general or public use.”


A term for programs used to automatically subscribe to and download podcasts; also called an aggregator. Podcatchers typically seek out new podcast episodes or items as soon as the program is opened.

Item on a blog or forum.


Information that users provide about themselves when signing up for a social networking site. This may include personal and business interests, a photo, a “blurb,” and tags to help people search for like-minded people.


Social media offers the possibility of taking different items of content, identified by tags and published through feeds, and combining them in different ways.


Standing for Really Simple Syndication, RSS is the XML format that allows you to subscribe to content on blogs, podcasts and other social media, and have it delivered to you through a feed.

Search engine optimization (SEO)

Is the process of improving the volume and quality of traffic to a Web site from search engines via “natural” (or “organic” or “algorithmic”) search results.

A three dimensional (3D) animation technology/format.


Offering other people the use of text, images, video, bookmarks or other content by adding tags and applying copyright licenses that encourage use of content.

When users get together for an activity or event as a result of an online connection or network.

Tools and Trends in Marketing Technology


SOA - Service oriented architecture

In computing, SOA provides methods for systems development and integration where systems package functionality as interoperable services. An SOA infrastructure allows different applications to exchange data with one another.

Social bookmarking

The collaborative equivalent of storing favorites or bookmarks within a web browser. Social bookmarking services such as or Furl allow people to store their favorite web sites online and share them with others who have similar interests.

Social media

The term used to describe the tools and platforms people use to publish, converse and share content online. These include blogs, wikis, podcasts, and the sites dedicated to share information, stories, photos, audio and video files, and bookmarks.

Social media optimization

Social media optimization (SMO) is a set of methods for generating publicity through social media, online communities and community web sites. Methods of SMO include adding RSS feeds, adding a “Digg This” button, blogging and incorporating third party community functionalities like Flickr photo slides and galleries or YouTube videos. Social media optimization is a form of search engine marketing. Social media optimization is in many ways connected as a technique to viral marketing where word of mouth is created not through friends or family but through the use of networking in social bookmarking, video and photo sharing websites. In a similar way the engagement with blogs achieves the same by sharing content through the use of RSS in the blogsphere and special blog search engines such as Technorati.

Social networking

Sites developed to help people discover new friends or colleagues with shared interests, related skills, or a common geographic location. Leading examples include Friendster, LinkedIn and MySpace.

Streaming Media Video or audio that is intended to be listened to online but not stored permanently. Tagging
A way of categorizing online content using keywords that describe what can be found at a web site, bookmark, photo or blog post.

Strands of conversation.


77 Trackback


A facility for other bloggers to leave a calling card automatically, instead of commenting. Blogger A may write on blog A about an item on blogger B’s site, and through the trackback facility leave a link on B’s site back to A. The collection of comments and trackbacks on a site facilitates conversations.


Enhances searching, sharing, self-publish and commenting across networks, makes it easier to find out what’s going on in any situation where there is online activity.


A hurtful, but possibly valuable, person who, for whatever reason, is both obsessed by and constantly annoyed with and deeply offended by everything you write on a blog. One may not be able to stop the commenting of trolls on your blog, but you can’t ban them from commenting on other sites and pointing back to the blog.


A microblog post on the Twitter social network site.

URL Unique Resource Locator is the technical term for a Web address. User generated content
Text, photos and other material produced by people who previously just consumed content.

Web 2.0

A term that describes blogs, wikis, social networking sites and other Internet-based services that emphasize collaboration and sharing, rather than less interactive publishing (Web 1.0).

Video Podcast

A podcast with enclosures containing video files rather than audio ones. Unlike audio podcasts which may only contain MP3 files, various file types can be used when podcasting video.

Viral marketing

The planned promotion of a product, brand or service through a process of interesting actual or potential customers to pass along marketing information to friends, family, and colleagues. This word-of-mouth advertising is usually accomplished by a creative use of social media and other nontraditional marketing channels.

Viral Video

The term viral video refers to video clip content which gains widespread popularity through the process of Internet sharing, typically through email or IM messages, blogs and other media sharing websites. Viral videos are often humorous in nature and may range from televised comedy sketches to unintentionally released amateur video clips.

Tools and Trends in Marketing Technology



Virtual worlds

Sites such as Second Life, where individuals can create profiles and representations of themselves (avatars) to interact with others in an imaginary world. Marketers have taken up real estate on Second Life in an attempt to extend their brand to potential new customers.

Web 2.0

A term coined by O’Reilly Media in 2004 to describe blogs, wikis, social networking sites and other Internet-based services that emphasize collaboration and sharing. It is associated with the idea of the Internet as a platform.


Online are the equivalent of glossy surfaces where one can write with an appropriate marker and wipe off later. They enable someone to write on a Web page and are used in collaboration online.


Stand-alone applications that can be embedded in other applications like a Web site or a desktop or viewed on a PDA.


An online, collaborative work space for multiple users of a web page – or set of pages –that can be edited collaboratively. The best known example is wikipedia, an encyclopedia created by thousands of contributors across the world. Once people have appropriate permissions – set by the wiki owner – they can create pages and/or add to and alter existing pages


Extensible Markup Language. A system for organizing and tagging elements of a document so the document can be transmitted and interpreted between applications and organizations.


YouTube is a video sharing web site where users can upload, view and share video clips. YouTube was created in mid-February 2005 and uses Adobe Flash technology to display a wide variety of video content, including movie clips, TV clips and music videos, as well as amateur content such as videoblogging and short original videos. In November 2006, Google Inc. acquired YouTube.

Source: OneUpWeb,Wikipedia, Webopedia, Air Force Emerging Technology Division and the American Marketing Association.



Sources, References & Citations

sources, references & citations
Intro Social Media Marketing Industry Report; How Marketers Are Using Social Media to Grow Their Businesses, March 2009, by Michael A. Stelzner Chapter 1 Social Media: Listening is the New Marketing, Practical ecommerce for Online Merchants, Feb. 18, 2009, Forrester report says it’s time to take social media marketing seriously, Fierce Content Management, April 8, 2009, article – Do You Need A Social Media Marketer?, April 4, 2009, features/digital/e3ie2a94edbc5b0a7c1150d6cbf4741ded e?pn=1 – 8 Essential Free Social Media Monitoring Tools, 2008, www.marketingpilgrim. com/2008/12/social-media-monitoring-tools.html on How to Create A Social Media Monitoring Strategy, July 17, 2008, http:// Radian6, – Nielsen: Twitter’s growing really, really, really, really fast, March 19, 2009, http:// Tracking the Buzz: Tools to Monitor your Brand Effectively, SocialMediaTrader*, March 17, 2008, http:// Use of social media monitoring growing; direct can reap benefits, too, BtoB, March 31, 2008, http:// What is Scout Labs? Social Media Monitoring Grudge Match: Radian6 vs. Scout Labs, April 13, 2009, Chapter 2 What is microblogging?,,,sid40_ gci1265620,00.html,8599,1808077,00.html Twitter Growing Twice As Fast As Facebook, April 1, 2009, twitter-google-growth/



Sources, References & Citations
Your Guide to Micro-Blogging and Twitter, Five Ways to Leverage Microblogging, Aug. 28, 2008, by Blake Cahill, article, Microconnecting With Your Customers Via Microblogging, Sept. 23, 2008, 360 degree Digital Influence, Ogilvy Public Relations WorldWide, The Creation of Twitter Best Practices: Round 1, The Bivings report, A Blog by The Bivings Group, A Twitter Case Study, May 6, 2008, World is all a-twitter over micro-blogging success story, Belfast Telegraph, Feb. 3, 2009, UK, www. Zappos: Microblogging with Twitter, Twitter Best Practices, April 16, 2009, Use to Reach All Your Online Profiles at Once, March 31, 2009, http://webworkerdaily. com/2009/03/31/use-pingfm-to-reach-all-your-online-profiles-at-once/ Chart of The Day: Twitter’s Early Growth Dwarfed By YouTube’s, chart-of-the-day-comparing-the-first-three-years-of-growth-2009-4 Chapter 3, Sept. 28, 2008 Microblogging Communities, The Merging of Microblogs and Social networks, CMS Wire, Dec. 3, 2008, Blogging Has Come A Long Way, Baby, eMarketer,, April 22, 2009, http://www. Technorati: State of the Blogosphere 2008 report, Fierce Content Management ( featured The Fortune 500 and Blogging: Slow and steady and farther along than expected, Fortune 500 Business Blogging Wiki, April 17, 2009,

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Sources, References & Citations
Fortune 500 Corporate Blog Adoption Slow and Steady According to Society for New Communications Research Chair Dr. Nora Ganim Barnes and Eric Mattson of Financial Insite, Society for New Communications Research, April 22, 2009, Web content management continues its upward trajectory, Fierce Content Management,, March 23, 2009, 10 Best Fortune 500 Blogs by, March 30, 2008, “Nine Signs of an Effective Blog Post”, July 10, 2008, 15 Reasons Why Blogging Matters More than Ever, March 14, 2008, blog/archives/15-reasons-why-blogging-matters-more-than-ever/, 2009 Facebook Demographics and Statistics Report: 276% Growth in 35-54-yearold Users by Peter Corbett, Jan. 5, 2009, WebMarketing Therapy, Social Media Marketing Boosts Business and “Cool Factor” for These WMT Positive Role Models, April 16, 2009, Facebook Marketing Success Stories for Businesses, Buzz Marketing for Technology, Innovative Ideas for B2B Technology Marketers, Dec. 19, 2007, facebook-marketing-success-stories-for.html Facebook Marketing Success: The Target Store Example,, posted Oct. 15, 2007, The Importance of Blogs In The Relationship Economy,, Feb. 17, 2008, http:// CisionBlog Top 100 Social Media & Internet Marketing Bloggers, Jan. 22, 2009, com/2009/01/top-100-social-media-internet-marketing-bloggers/

Chapter 4 Wild Apricot Blog: Ten Innovative Ways Nonprofits Can Use Facebook, Nov. 16, 2007, Tips for Effective Marketing with Facebook,, April 13, 2009, http://www.micleeblog. com/2009/04/13/social-networking/tips-for-effective-marketing-with-facebook/ Facebooks for Nonprofits, How non-profits are using social networking to raise money and awareness, by Wailin Wong, April 30, 2008, archives of the Chicago Tribune, Attorneys are getting LinkedIn to clients online, Sept. 22, 2008, cfm/2008/09/22/Attorneys-are-getting-LinkedIn-to-clients-online



Sources, References & Citations
Inside CRM, The Facebook Marketing Toolbox: 100 Tools and Tips to Tap the Facebook Customer Base, Dec. 9, 2007, The Facebook Marketing Toolbox: 100 Tools and Tips to Tap the Facebook Customer Base, Jan. 23, 2008, Biz Networking on Facebook Could Soon Supersede LinkedIn, Aug. 30, 2008, http://mashable. com/2008/08/30/b2b-ad-networking/ Gigaom, Why Facebook’s Future is Mobile, Tuesday, Feb. 10, 2009, why-facebooks-future-is-mobile/

Chapter 5 Talance, Nonprofits Can Be Linked In, Nov. 20, 2007, CNN, Recession lifts social networking site LinkedIn, March 24, 2009, LinkedIn Marketing – How to Use LinkedIn to Promote Your Business, Feb. 17, 2009, http:// Linked In Social Networking Success Story, part 2, Feb. 13, 2009, blog/2009/02/linked-in-social-networking-success-story-part-2/ Step 4: LinkedIn Marketing – 6 Reasons to Use LinkedIn to Market Your Business, by Zeke Camusio, Chapter 6 Internet Service Deals, 50 Fastest Growing Niche Social Media Sites and Networks., posted June 26, 2008 Social Networks: Facebook Takes Over Top Spot, Twitter Climbs, Compete, written Feb. 9, 2009, Traffic & Market Share – Social Networking Sites, Sausage Factory Seminars Growth Trends of Social Networking Sites in 2007-2008, Lyons International,

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Sources, References & Citations Niche social networks will continue to be hot in 2008, Jan. 7, 2008, http://social-media-optimization. com/2008/01/niche-social-networks-will-continue-to-be-hot-in-2008/,, June 26, 2006, What is Xanga, What is Hi5?, Phone & Social Networks: What’s Ahead for Tech’s Survivors in ‘09? Social Networking Disappears, Web 3.0 – the personalized web experience for your customers,Oct. 8, 2008, The future web2.0 social experience, web design from scratch, Social Blogging - What is Xanga?,, Web Trends, Chapter 7 Talent trumps all for YouTube sensation Susan Boyle,,0,2767635.story Viddler, Vimeo, About ScanScout, blinkx, Chapter 8 Email and webmail statistics, April 2009, htm 15 Email Statistics That Are Shaping The Future, Oct. 22, 2008, How to: 13 Tips for Effective Email Marketing, March 26, 2008,



Sources, References & Citations

Email marketing for Nonprofits, May 13, 2008,, 29 Ways to Build Your House List, February 2004 Gmail’s Users Fewer, but Younger and Richer, Than Yahoo’s and Hotmail’s, 10 B2B Email Marketing Best Practices, March 17, 2008,, 10 Tips for Using Twitter and Email Marketing for B2B, Dec. 21, 2008, http://anythinggoesmarketing. Chapter 9 15 Creative and Profitable Ways to Use Autoresponders, First Time Using Autoresponders?, Sept 23, 2007, php/list-building-strategies/15-autoresponders/25-using-an-autoresponder-for-the-first-time 5 Ways to Turn Customer Inquiries Into Sales, June 18, 2006, http://www.effective-internet-marketing. net/email/email-automatic-responders.html Chapter 10

Tools and Trends in Marketing Technology