Inside the Marketers Studio - David Berkowitz's Marketing Blog

Six Ways to Improve Conferences

Try to keep these people engaged (140 Characters Conference by David Berkowitz via Flickr)

Today's Social Media Insider, originally published in MediaPost

In May and June, I participated in 13 events as a moderator (six), panelist (four), and featured or keynote presenter (three). They weren't evenly dispersed; May brought a stretch of four events in two and a half days, while June had a span of three events in three cities within 48 hours. It was both thrilling and tiring, and I'm glad I get to return to the day job for a while.

Along the way, I came up with a few thoughts on what can make events even better for all participants going forward. Some organizers have a real knack for this; Jeff Pulver in particular deserves a lot of credit for his thoughtful considerations that he incorporated into his 140 Characters Conference. Ultimately, participating in so many events spanning a range of topics mostly around social media topics gives me a way to cross-pollinate some of the best of what I've seen. Here's what can be done:

• Mix it up. A number of events suffer from panel syndrome. When you have a large number of panels one after the other, they all start to sound alike. Get some solo speakers, even for short presentations as interludes. When you have a panel, also request speakers sit in the order they're listed in on the screen. If someone's a minute late to a session or distracted with an email during introductions, it's impossible to tell who's who without that arrangement. It's even harder for panels with four or five white males. As one of them, I can tell you from the back of the room, we all do look alike, especially with the social media uniform of the blazer, button-down, dark jeans, and loafers (sometimes we wear khakis).

• Include speakers' Twitter handles on screen during their sessions and in the programs if the events have anything to do with social media. I've been lobbying a few event producers to do this, and I'm hoping it will become standard practice soon. The people tweeting about events are providing pro bono exposure, often to hundreds or thousands of others. It's even more effective if those tweeters can refer directly to the speakers' handles. Speakers are especially likely to have handles, and it makes it easy for speakers to continue the dialogue with tweeters after the session.

• Know how to pace a panel. The 140 Characters panel with Rick Sanchez and Ann Curry was remarkable for a number of reasons (Ann Curry may be the best panelist I've ever seen). One first I witnessed there was that Pulver let the conference go twice as long because the audience was so engaged (watch Part 1 and Part 2). Most people I spoke to felt that panel alone made the conference worth their while. Another event I attended was so off schedule that by the afternoon, they couldn't find speakers since no one had a clue when they were speaking. Delays need to either be accounted for (like with a shorter lunch) or clearly communicated. Organizers should be conscious of extending some sessions when people are hooked, even if it means cutting others short when they fall flat.

• Rework name badges. I'm not the first to say this, and I do see thoughtfully designed badges more often, but the majority of events I go to force unnecessary squinting. Priorities should be given to first names and companies. If it's a really geeky event, Twitter handles merit the same prominence. The smallest amount of space should go to the event name -- everyone knows what event they're at, and if they don't, the organizers have bigger problems.

• Treat bloggers like the press, or don't include them. If you want people blogging about the event, give them the same courtesy you would to credentialed journalists, ideally with reserved seating and easy access to panelists. I declined to attend one event as a blogger when they tried setting restrictions on how much I could blog, as they feared live blogging was conveying too much information. I emailed the organizer, "If people who aren't there think they can get their money's worth from an event by reading a transcript, perhaps you should cancel the events and sell the transcripts."

• Follow up with shareable content. For social media events, participants are especially likely to be active across social channels. Let them promote your event for you. Post multimedia to services where photos and videos can be embedded, tagged, and downloaded. Aggregate links to others' multimedia and blog posts in a single area. Provide a convenient list of everyone who was tweeting about the event.

Several of these suggestions include ways to extend the experience beyond the event itself. Here's one thing organizers don't need to do: create a new social network just for attendees of that one event. With rare exceptions, they're a waste of time, and participants would be better served with groups on existing networks like Facebook and LinkedIn.

Event organizers aren't the only ones who can keep providing more value to attendees. Speakers and moderators can also step it up, and they may be addressed in a future post. Share your other suggestions in the comments.

Conference Blogging Policies Need Updating

Conference blogging continues to fill a strange niche. In many ways, conference tweeting is overtaking it; far more people actively tweet events these days than blog them. Events I’ve participated in have taken a mixed approach to welcoming bloggers, from those that treat bloggers like press to those that don’t welcome them at all.

I was going to take part in one event recently as a blogger, and then I saw this message:

There will be reserved seating for bloggers in the front of the ballroom. Please note that live video streaming of the event is prohibited. And while we welcome your comments and analysis of the event via your blog and Twitter, out of respect for the hundreds of people who have paid to attend the conference, we request that you do not live blog a “running transcript” of the event.

In short, the policy rubbed me the wrong way. I had a long exchange with the person who sent it to me, and the policy held firm. I wound up not attending the event.

Here’s an excerpt of my response:

…When I have to sit there and wonder if I'm covering a session too much because it's really interesting, it's just not worth my time, and it sets a really bad precedent. It's like I'm getting censored because I type too fast and the content's too good… While many bloggers wouldn't care about the restriction since they wouldn't try to live blog it, it does set a dangerous precedent.

Meanwhile, if people who aren't there think they can get their money's worth from an event by reading a transcript - not even a verbatim, completely comprehensive transcript at that - perhaps you should cancel the events and sell the transcripts. That's not where the value is, and as a blogger I'm only adding to it, both for those who attend and those who don't, rather than taking anything away and diluting the value.

I’m leaving the name of the event out as I don’t want to malign the conference organizer or the event, both of which I respect. But I do want to hear from others who have blogged conferences if you’ve seen policies like this or any other. Do you know of any event policies that others should emulate? Have you ever declined attending an event as a blogger because of its policy?

In Search of the Next Big Thing at Digital Media Conference

This is cross-posted at 360i’s blog.

At Digital Media Conference 2009 in Washington, DC, I moderated a panel called “What’s Next in Social Media?” The discussion invariably turned to ‘the next big thing.’ At least, it did because as the moderator I could ask it, and as a bonus I didn’t have to answer.

No one on the panel was willing to draw a line in the sand and say, “This is it.” I tried asking the question I get all the time: “What’s the next Twitter or Facebook?” Still nothing. And this was a smart bunch, including Ben Ilfeld, Co-Founder & Operations, The Sacramento Press; Chris McGill, Founder, Mixx; Haroon Mokhtarzada, CEO & Founder, Webs.com; and Bev Yehuda, VP, MultiVu, a PRNewswire Company.

Some of the speculation turned to Google Wave, but expectations were all over the map. The panelists seemed to agree that it would be something – but will it be something that early adopters would love, or will it cross that proverbial chasm?

There’s also this sense that we’re still learning how to use what we have. Twitter and Facebook Connect are two platforms in their infancy. Many sites and platforms are becoming more useful as they adapt to work well from various devices. New tools keep emerging to make it easier to make your information and identity portable, while aggregating whatever you want where you want it. It’s tough to say what this will like.

The panel closed with a discussion around changes in communication. As @sophieci tweeted while quoting the panel, “Twitter=protocol which furthers asynchronous behavior. Easier to multitask with this kind of solution.” Haroon also noted Yammer became an effective tool to communicate internally and keep track of conversations. Despite all the talk of what’s next though, Ben Ilfeld asked the room how many checked their corporate email while at the conference, and everyone raised their hands. He just wanted email to work better. if that’s what’s next, and Google Wave may even play a part in it. Okay, it’s not all that Jetson-esque, but we’re still waiting for our flying cars, so Outlook and the BlackBerry may still be a big part of the future of social media.

140 Characters Conference Panel: Video Edition

For what should be the end of my 140 Characters Conference coverage, I’ve posted the video from my session. You can find a lot more at Blip.TV. Lastly, you can read one more recap I posted on 360i’s blog, covering the event in less than 1,400 characters.

"twitter as the GPS for the Greater Social Media Mesh"

Participants:

Aaron Strout (@AaronStrout) - CMO, Powered, Inc.

Brian Morrissey (@bmorrissey) - Digital Editor at Adweek

David Berkowitz (@dberkowitz) - Emerging Media Director, 360i

Hadley Stern (@hadleystern) - Vice-President, Fidelity Labs

Peter Fasano (@pfasano) - Principal/Lead Catalyst, Mass+Logic

Watch: http://blip.tv/file/2269763

 

Technorati Tags: 140conf

140 Characters Conference Multimedia Recap

It was an honor to be part of Jeff Pulver’s first 140 Characters Conference. I’m still trying to figure out what it was, what happens, and what it means. It was a two day conference on Twitter, one of a bunch of Twitter conferences going on.

If you consider going in the future, know that it’s not about marketing. I was on a panel with others from the marketing world [ Aaron Strout (@AaronStrout) - CMO, Powered, Inc., Brian Morrissey (@bmorrissey) - Digital Editor at Adweek, Hadley Stern (@hadleystern) - Vice-President, Fidelity Labs, Peter Fasano (@pfasano) - Principal/Lead Catalyst, Mass+Logic ]. Other marketers were there too. But we were the odd men out (yes, all men in this case – sorry).

The event was about transformation. How is Twitter transforming journalism, television, music, relationships, and, yes, marketing? What does it really mean?

There is the risk of an echo chamber effect. People there were on Twitter. This wasn’t a how-to seminar. It’s hard to say what it was. But anyone who sat in on the Ann Curry panel knew they were witnessing something big. She is quite possibly the best panelist I’ve ever seen, with her passion and authenticity. A clip of the end of the session is below, so you can get a taste of it (you’ll also see Rick Sanchez from CNN and Clayton Morris from Fox and Friends – see more coverage on Twitter as a news Gathering Tool on my blog). I’ll share the whole session if I see it somewhere, and you can just fast forward to anytime Ann opens her mouth. Oh and follow her on Twitter.

On that note, thanks Jeff Pulver and congrats on the event. The YouTube clip is below, followed by a slideshow of Flickr photos. You can also see those photos on Facebook if you want to tag yourself or friends in any.

 

 

Technorati Tags: twitter 140conf "140 characters conference" events

CNN’s Rick Sanchez Goes from Mocked to Hero to My New Bud

CNN’s Rick Sanchez and I have had a pretty crazy relationship.

First I mentioned how he brought out the best and worst of cross-platform journalism thanks to integrating social media comments in ways that didn’t always add to the value of his show.

Then Rick actually responded on his own blog, and even on his TV show, in as transparent, humble, and authentic a way as anyone could ever do.

I came around and shared what a great listener he is. Yes, I’m still impressed.

Now, at 140 Conference (the Twitter event here in NYC today), I got to meet him, and even enjoy a photo op. Couldn’t resist. We even look a bit alike.

Gotta love social media – and how cross-platform has taken us through blogs, Twitter, TV, and ultimately an in-person meeting, which is what it should really all be about. It doesn’t get more social than that.

 

Technorati Tags: 140conf,conferences,events,rick sanchez,cnn,ricksanchezcnn

Israeli Consulate’s David Saranga Discusses Tweeting, Peace, and Perceptions at 140 Conference

Here’s coverage of the 140 Conference today in NYC

David Saranga (@DavidSaranga) - Consul for Media and Public Affairs at the Israeli Consulate in New York
The use of Twitter in Public Diplomacy

When people see Israel, they think of a kid in front of a tank. The media concentrates on that - "I can understand it."

"I would like to add another dimension." He shows Maxim Magazine coming to Israel, getting coverage in international press. In Central Park next week, they're bringing a beach to Central Park.

In December 2008, during the war on Gaza, they got on Twitter. "The definition of public diplomacy has changed." There's no middleman (the press). "For the first time we can have a dialogue with the public opinion." The Israeli government can listen. "We want to know what people think about us." Announced government press conference on Twitter. International coverage ensued.

They weren't neglecting conventional media for this new channel. It was about "fusion" - it was one more channel, especially to reach the younger generation not reading newspapers or watching TV.

The trends:
* People can talk directly to governments
* Governments can bypass the media
* Face to face dialogue possible

It allows government to speak on an "eye to eye level" with public opinion.

Built platform of Tweet for Peace to promote 3 topics:
* Environment
* Minority rights
* Education

Technorati Tags: events,140conf

Conference Season Resumes through the End of June

I'll get to see this guy (Jeff Pulver) at his own 140 Conference via CrunchBase

I'm going to be at a number of events coming up over the next two weeks. Let me know if you'll be at any and we can try to connect, though the schedule's a bit more hectic than usual:

• OMMA Video - New York, NY
  • Speaker: Mobile Me
    • Tuesday, June 16, 3:15pm
• Jeff Pulver's The 140 Conference - New York, NY (I'll also be at 140 Tuesday a.m.)
  
  • Speaker: Twitter as the GPS for the Greater Social Media Mesh
    • Wednesday, June 17, 10:10am
• OMMA Social - New York, NY
  • Moderator: But Enough About Me, Maintaining Privacy in Social Media
    
    • Tuesday, June 23, 4:15pm
• Digital Media Conference - Washington, DC
  • Moderator: What's Next in Social Media?
    • Thursday, June 25, 4:15pm
• WOMMA Learn It, Do It! Hospitality Style – Las Vegas, NV
  • Speaker: Social Networks: Creating a Presence and Getting Connected
    • Tuesday, June 30, 10am

I'll also aim to pop in at a few other things, including Thursday afternoon at the Associated Press, and Forresters's Consumer Forum early next week. Plus, next week between OMMA Social and DC, I'll be popping into Atlanta to do presentations both for at a client event and my agency.

I may not get to blog these events as much as usual. You can also follow me on Twitter for other updates.

360i Uses Google to Predict American Idol's Winner

If you haven't checked out 360i's blog Digital Connections, now's a pretty good time to start. I'll dispel two possible myths before you do:

1. I'm not the 360i blogger. I'm one of them. You can read bios of the ten contributors and see for yourself.
2. It's not all about 360i. There are a lot of industry perspectives shared there that have nothing to do with 360i, even if all of the insight draws from the agency's experience.

Alright, now that all of that's cleared up, you should check out 360i's American Idol's predictions and historical review based on Google data. There's a very detailed piece in Mashable showing how Google data has played out for Idol over the past few years, and the charts are embedded via SlideShare below.

American Idol Search Trends

View more presentations from 360i.

The One Word You Can't Say in Social Media

George Carlin, by sarahinvegas via Flickr

Here's today's Social Media Insider, via MediaPost:

The One Word You Can't Say

There are seven words you can't say on television, according to George Carlin, but there's only one you can't say at social media conferences. As Carlin put it, it's the one word that will "infect your soul, curve your spine, and keep the country from winning the war." This deadly c-word is "campaign"; utter it at your peril.

The aversion to the word has been a common theme at a lot of the events that have focused on social media lately, including the Word of Mouth Marketing Association's WOMM-U and IAB's Marketplace: Social Media. The word "campaign" has become the pariah of social marketing. Preferred alternatives include terms like "program," "initiative," or even "conversation."

At WOMM-U, I  moderated a session between MySpace's SVP of Insight and Planning Heidi Browning, and Facebook's Head of Brand Solutions Chris Pan. The two agreed more often than they disagreed, and at the outset both wanted to stress the importance of long-term social marketing programs. Facebook takes a particularly hard stance on this, actively discouraging brands from hosting Pages (the official branded presence) just for campaigns. Pan noted that one marketer created a Page centered on its tagline, and it bombed with consumers. Then the marketing switched to focusing on the brand rather than the tagline, and interest picked up dramatically. Pan said Facebook will allow marketers to create separate Pages for personas such as mascots and spokespeople, but again, these are designed to be persistent representations of the brand.

MySpace takes a softer stance on the c-word. It's alright to have a presence there focusing on a campaign. MySpace is also a very different experience for marketers, as it requires a significant investment (at least relative to digital media campaigns; it's hardly significant for TV buyers) for marketers to create a presence, and much of that commitment goes to media on the site promoting the page. In that sense, marketers will wind up paying to run campaigns, but MySpace still recommends that it fits in with ongoing social media initiatives.

A few days later at the IAB event, the first speaker, Forrester Research's Josh Bernoff,  started with an assault  on the forbidden word. He said unequivocally that "social media is always an ongoing activity," and marketers should stop thinking about it as a campaign. He discussed how customers are talking to each other and said, "The only way to succeed is to become a part of this conversation in a long-term and permanent way."

My colleague, 360i VP of Emerging Media & Client Strategy Sarah Hofstetter, continued the theme at the IAB, noting, "Covering your ears is not a strategy." She continued, "It's important to get buy-in across the organization, including media, PR, creative, Web development, CRM [customer relationship management], and human resources. Get them more comfortable with the medium, and it becomes less scary. Then it's easier to say you have to be there." She implied that a lot of the disciplines mentioned are ongoing functions. There aren't any flight dates for customer relationship management or human resources.

That can make it daunting to pitch a social marketing program, and it will present challenges for agencies and vendors in the near term. Even if there are no campaigns for social media, there are still contracts. Just try getting into negotiations with a procurement department for a 50-year contract that renews automatically and see how well that goes.

This all highlights one other area where social media has something in common with search engine marketing and optimization. No matter how or where consumers search, people will continue to do so, even if it ebbs some years and surges others. Similarly, while some aspects of social media reek of fads, the act of digitally sharing content has been going on at least since the days of the bulletin board services of the 1980s, and the activity isn't going to fade away.

If you're a marketer, you may only be able to sign short-term contracts and plan for just a year or so ahead. Regardless of what you're doing on paper, you have to have the mindset that your strategy is paving the way for a perpetual commitment, even if the tactics continually change.