Greg Swan

Posts Tagged ‘Social Media’

Greg Swan in Star Tribune talking memes

In In the News, Social Media on January 24, 2013 at 12:59 pm

greg swan star tribune

I was quoted about memes — “an idea, behavior or style that spreads from person to person within a culture.” — in the Star Tribune this week: Funky photo fads flourish thanks to social media:

Today’s memes are a manifestation of the remix culture that’s permeating art, advertising and media right now,” said Weber Shandwick’s Greg Swan. “Many discount the impact on pop culture that [they] have, but I challenge you to find someone who doesn’t know the chorus of Rebecca Black’s “Friday.’ ”

Read the whole entire here. And in case you’re not familiar with Friday, sing along here!

Greg in Finance and Commerce

In Social Media on October 13, 2009 at 5:07 pm

I’m quoted in this Finance and Commerce piece on social media measurement: Beyond guesswork: Companies work to measure the impact of social media

…But even despite the lack of an industry standard, experts say businesses engaging in social media must begin to measure and monitor their efforts even if they are at first measuring against themselves.

“What I say is benchmark today,” said Greg Swan, digital group manager at public relations firm Weber Shandwick. “For some of our clients for whom we have been measuring different social media impressions for years now, at this point we have a really good benchmark.”…

A company that has a manual sentiment analysis system to help clients measure and monitor social media is Weber Shandwick. Swan, at the company’s Bloomington office, said that the company’s Digital Media Scorecard can analyze the volume, content and sentiment of online conversations about a company or brand and then assign a numeric value to it.

“Software can calculate the number of comments on a post, but it takes a human to analyze the sentiment,” Swan said.

In fact, the lack of a gold standard in terms of measurement may force companies to set some parameters themselves instead of trying to live up to a standard, especially since most don’t expect a standard to emerge, now or ever.

So, for a business-to-business company, a few hundred views of a video that marketers put on YouTube may be a success. For a consumer-facing company that might be in the tens of thousands, Swan said. Thus, the onus of defining those objectives falls on businesses themselves.

Monty of Ford echoed Swan…

Read the entire piece here.

Faxbook: The Fax-Based Social Network

In Me Being Stupid, Social Media on April 9, 2009 at 8:52 am

Faxbook: The Fax-Based Social NetworkMy friend and UK colleague James Warren has been evangelizing his concept of Faxbook: The Fax-Based Social Network for about a month now.

So if this social network is going to get get going, I decided to make us a cover page to get things started.

Get the Faxbook Cover Page Here (pdf)http://bit.ly/FAXBOOK

I suggest you print it out and fax your contacts a friend request immediately.

If they will fax you back to accept, then you can start faxing each other status updates as frequently as possible.

If they don’t, well then maybe Faxbook is not for you.

UPDATE:
The Faxbook friend requests and status updates have been rolling in today. Here’s today’s archive thus far.

It’s a fairly straightforward system. I essentially create a separate pile for each friend’s updates.

Not only does this help keep my desk clutter-free from an organizational perspective, it also makes “search” much easier.

What’s your Faxbook system?

Update 2:
Like Faxbook on Facebook

SXSW: “Emerging From a Recession with Emerging Media”

In Marketing Tips, Social Media on March 15, 2009 at 10:59 am

My new post on Social Studies:
“What does an abundance of information create? A scarcity of attention basically, right?” — Herbert Simon in 1971

The South by Southwest (SXSW) Interactive Conference is this week in Austin, TX. It’s the annual sharing and learning event for interactive professionals around the world.

This morning I hit the “Emerging From a Recession with Emerging Media” panel, featuring Patrick Moorhead of Razorfish and David Polinchock of the Brand Experience Lab.

The premise: The economy has tanked. Slides showing an entire foreclosed block of houses for sale, charts of stock prices and crying children quickly made their point for attendees. However, panelists argue, a poor economy is not a reason for marketers and brands to sit on their tried-and-true laurels.

More than 50 widely-successful companies were started during the Great Depression and/or 1970s Recession, including CNN, QuickTrip and Buffalo Wild Wings.

Polinchock made frequent reference to Encyclopedia Britannica sticking to their business model of selling information a letter book at a time for decades, ignoring that consumers were changing their consuption habits. Wikipedia may not be as trustworthy, but it’s instant and intuitive.

This is why it’s imperative for companies to reevaluate their approach to ROI, instead focusing on Return On Innovation as they weigh marketing strategies and tactics for the short and long term.

Technology You Won’t Be Able to Live Without 10 Years From Now

  • QR codes: tiny graphics that can be photographed/scanned to pull data or direct to a Web site
  • Real-time video: Companies like Qik already allow consumers to stream to the Web live from their phones. Can you imagine the implications of going to a concert where people are streaming the show live? It’s coming. (NOTE: This is one of my big concepts I’ve been talking about for a few years, actually. I want to go to YouTube Live and see 2,000 live feeds from fans at a Radiohead concert in Madrid by 2012. We’ll see…)
  • Ordering a Big Mac using RFID: The concept of ordering food by pointing your phone to the food you want, getting txt updates when it’s ready, billing it to your cell phone bill and your food knowing where you’re sitting in the restaurant. RFID has huge potential.
  • Visual search: the concept of typing “lime green shoelaces” into Google and getting 18,000 text results will seem archaic. We process visual information faster (don’t have to read). Like.com already lets you shop visually for shoes and handbags.

Takeaways:

  • Don’t take technology for granted
  • Consumers get spoiled easily – expectations are high
  • Innovation happens – what are you going to do?
  • Evolve or die
  • Suspend disbelief in order to get smart
  • No “no risk”

Create customer engagements that are:

  • As intuitive as play
  • and are as emotional as film.

The panel ended with Polinchock showcasing this awesome interactive program for MSNBC NewsBreaker that allows cinema audiences to control the game. I took some video of the panel audience controlling the game:

Please leave comments over at Social Studies.

Conversations About the Future of Advertising: Alan Wolk

In MIMA, Social Media on February 10, 2009 at 4:24 pm

Alan Wolk, Conversations About the Future of Advertising

I attended the first 2009 Conversations About the Future of Advertising event (CATFOA) put on by Minnesota Interactive Marketing Association (MIMA) and Minnesota College of Art and Design (MCAD) at the Fine Line Music Cafe (FLMC) last night.

Wow, that’s a damn lot of acronyms there (WTAHOALOAT).

If you’re not already familiar, “CATFOA seeks to improve the quality of interactive marketing and advertising developed in the Twin Cities through enlightening presentations and their resulting conversation.”

Last year’s events were both informative and popular, bringing in a good assortment of nationally recognized media and marketing folks, including Joseph Jaffe (sporting shiny white tennis shoes, mind you) and Adweek’s Brian Morrissey.

Last night’s speaker was Alan Wolk, a New York marketing consultant known for his marketing blog, The Toad Stool, and most recently for his blog series, “Your Brand is Not My Friend.”

Here are a few highlights (captured in <140 character succinct bites, of course):

  • “99 percent of brands are NOT Prom Kings” (e.g., Whole Foods, Apple, Batman, Chicago Bears, Rolling Stones) -@awolk #catfoa
  • “Ads are now all about getting people to Google. Once this happened, tv and print couldn’t close the deal anymore” -@awolk #catfoa
  • “What consumers think is far more valuable than what the brand and ad agency have to say when driving purchase” -@awolk #catfoa

It has to be tough to come in from out of town and have to tackle a diverse crowd of consultants, agency veterans, designers, copywriters, social media gurus and/or recently laid-off folks who may or may not already know lots or very little about what you’re talking about. Hell, I’m still struggling with it. We’re a diverse group.

Unsurprisingly, the questions from the audience showed this diversity — from basic, “How do I know if my company should/should not be blogging?” to the more complex “How you monetize and prove ROI for social media tactics?”

Alan did a good job focusing on top-level concepts and citing a few real world case studies. And since some of us were ready for the 201 and 301-level discussion, his presentation helped kickstart post-lecture networking discussions among attendees, and you know me, I always love the opportunity to bring the interactive marketing community together and pool our intellectual capital (buzzword bingo, ftw!)

CATFOA provided that very opportunity last night (and free food, to boot). Thanks to MIMA, MCAD and Alan!

Check out the upcoming speakers and tell your coworkers they are missing out if they don’t show up (btw, it’s free):

Monday, March 9
Kristina Halvorson
President








Monday, April 6
Bob Thacker
Senior Vice President, Marketing & Advertising








Monday, April 27
David Armano
Vice President, Experience Design – Critical Mass
(and pundit at Logic+Emotion)




Monday, May 11
Michael Lebowitz
Founder & CEO

Digital Reputation Management, Minnesota Interactive Marketing Assn (MIMA) Event, Jan 21, 2009

In MIMA, Social Media, Speaking Engagements on January 22, 2009 at 5:25 pm
photo by @tbrunelle

photo by @tbrunelle

On Wednesday, I had the profound pleasure of moderating a Minnesota Interactive Marketing Association (MIMA) event on the topic Digital Reputation Management, a topic that is a core focus of my company (and me personally) in 2009.

A Weber Shandwick proprietary analysis revealed that over three-quarters (79 percent) of the world’s number-one most admired companies lost their crowns over the past five years in their respective industries.

Reputation loss is also on the rise. Nearly 9 out of 10 business executives participating in our Safeguarding Reputation™ survey agree that susceptibility to reputation damage is a growing threat.

Similarly, a sizable 84 percent of global senior executives surveyed by the Economist Intelligence Unit reported that reputation risk increased significantly over the past five years. When executives were asked to choose among 13 risk types, reputation risk emerged as the most significant threat to global corporate business.

As company, brand and product reputations fluctuate and/or deteriorate worldwide, communicators need to proactively engage reputation radar systems to identify, track and respond to approaching reputation threats, as well as find ways to locate and empower brand advocates.

This is definitely a topic which our interactive marketing community needs to be active (especially proactive) in discussing, exploring and collaborating. What a great panel topic!

greg_mima02

Our star-studded panel constsited of Tammy Lee Stanoch, VP Corporate Communications for Delta/NWA, Lela Phommasouvanh, Senior Consultant, Search Marketing for FindLaw, a Thomson Reuters Business, and Steve Bendt, Social Technology Activist for Best Buy, Inc.

More than 250 attendees absorbed tips about tracking buzz, making the business case to leadership and the imperative “Set Up a Google Alert for your name and your clients’ names” mantras. If you missed the event, you can stream the archive here.

Gems from the discussion:

  • Be authentic
  • Be transparent
  • Be cautious, but fearless
  • Don’t be stupid
  • Don’t be unethical
  • Trust your employees and your customers
  • Realize you don’t have control, but put forth measures to proactively inoculate detractors and engage advocates

The panel put together a list of suggested reading links on del.icio.us here, and also mentioned the following resources to research, check out, use or peruse:

  • Best Buy Connect (BBY Employee Aggregator)
  • Blue Shirt Nation (BBY’s Internal Social Network)
  • Spy (can listen in on the social media conversations you’re interested in)
  • Twitter Search (Twitter search tool that includes RSS feeds)
  • RipOff Report (central place to enter complaints about companies and individuals who are ripping people off)
  • Yelp (User Reviews and Recommendations of Top Restaurants, Shopping, Nightlife, Entertainment, Services and More)
  • Radian6 (tools for real-time social media monitoring and analysis designed primarily for PR and Ad agencies)
  • Trakur (online reputation monitoring tool designed to assist you in tracking what is said about you on the internet)
  • FlyerTalk (the world’s most popular frequent flyer community)
  • LinkedIn (a networking tool that helps you discover inside connections to recommended job candidates, industry experts and business partners.)
  • ZoomInfo (a Web-based service that extracts information about people and companies from millions of published resources)
  • Spock (the world’s leading people search engine)
  • Cluetrain Manifesto (suggestion from audience that everyone should read it, and I concur)
  • Addictomatic (suggestion from the audience)

I also recommend:

If you have others to share, please include them in the comments.

UPDATE:

Steve Bendt has a recap post here.

Tim Brunelle has a recap post here.

Hello Viking has a recap post here.

Five things about social media I’d be thankful to see change

In Social Media on December 6, 2008 at 1:55 am
Used w/o permission from Hugh McLeod's Social Media Strategist Series (www.gapingvoid.com)

Used w/o permission from Hugh McLeod's Social Media Strategist Series (www.gapingvoid.com)

So the week before and during the Thanksgiving Holiday I was on overload with family stuff, house stuff, work stuff, music blog stuff — you know, stuff.

But like anyone who uses the words “social media strategist” AND “egoist” in his bio, you would think I would pay closer attention to my Google Alerts.

Looks like Mr. Mike Keliher tagged me on a pretty compelling topic, “Five things about social media you’d be thankful to see change. That is, things you don’t like or could be better.”

I know it’s past the day we all eat turkey and forget to be thankful, but I’m going for it. And I’m feeling cynical and snarky, so you can tell I’m a blogger.

#1 Ageism: I was taught, and more or less still believe, old age equals wisdom. Have a major life decision to make? Ask your parents or grandparents. Naively think Obama will change the world in his first 100 days? Ask someone who has lived through more than 10 Presidential elections…you get the idea. So when I was 15, I knew lots of older people who drove cars. They taught us in driver’s education classes that the more experience you had driving a car, the better you would be. My great-grandparents even still drove their car at the time. They must’ve been great drivers, right? But what happens when you’re the older person — the Baby Boomer or Traditionalist — and you’re being exposed to new theories and technologies that make you anxious? You either fear it, dismiss it or seek out information to understand it. The continuing misperception that young people are wasting time or not investing in worthwhile activities through social media is getting old (pun intended) and something I would be thankful to see change.

With that comes #2, the Continuing Education Gap: When did marketers start thinking they could stop learning once they mastered the 30 second spot and how to write a press release? Humans evolve. Technology evolves. Let’s all agree that nothing is constant and see if we can stay on the bleeding edge more than once a decade. Attending a Webinar once a month or listening to a panel of “experts” share their opinions on the evolving marketing industry is a great start. But it’s a start. You didn’t get that college degree by showing up to class once. I would be thankful to see the education gap narrow.

#3 Twitter evangelizing: I’ve been a Twitter power user for so long, I’m utterly exhausted at explaining what Twitter is, why it’s essential, it’s potential impact and how it’s the only reason I have friends in Minneapolis (true, btw). I’ve proselytized the Twitter doctrine to the skeptical, recently converted and fellow brethren, and more recently, have been hoping for it’s rivals to make a stand for the next generation of mobile networking. I heart Twitter more than I can stand, would pay them for reliable service and praise the portal to anyone who asks. However, I can’t wait for it to die so the next big thing will rise in its place. I would be thankful for it to hurry up and happen.

#4 Blogging software: Supposedly Blogger, WordPress and Typepad have made blogging so easy that anyone can do it! Well, they can if they either want a crappy looking templated blog or know CSS, HTML and other programming that I don’t know enough to even write about. I would be thankful if a company made free blogging software that was fully customizable without knowing a speck of code, allows for widgets, custom headers and doesn’t require me to know how to install/update it on a server. PP.com is on WordPress 2.0 because I have no idea how to install the new version on my server. GS.net is on WordPress.com and doesn’t let me customize it all all. Perhaps I am just stupid and this is easy. In that case, I would be thankful to see that change, as well.

#5 Slow internet: I live in Chaska, MN – home of one of the state’s first municipal wi-fi networks, and it’s slow as hell. But you know what? Even my cable internet is too slow. How are we supposed to fully transition to a fully integrated, connected, video culture if all of my neighbors and I are subject to bandwith meters that discourage us from pushing the Web to its full potential? This is like buying a Ferrari and installing a governor to ensure you never go faster than 50 mph. I would be so ever thankful to see this change.

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Gary extolls virtues of social media ROI

In Social Media on October 12, 2008 at 3:23 pm

Paraphrased summary:
Given the economy, Radio, Magazines, Newspaper, TV still require massive amounts of advertising dollars to reach mass audiences but can’t actually measure ROI. Companies would be far better off going to niche social media sites where you can track long tail payoff and invest in Google SEM.

Dear legacy advertising model, the clock is ticking…
[via]

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MIMA Summit was only the beginning

In MIMA, Social Media on October 3, 2008 at 9:32 pm

This was my first Minnesota Interactive Marketing Association (MIMA) Summit, however, I told numerous people that I had super high expectations going in.

I’ve had the opportunity to go to South by Southwest (SXSW) numerous times, BlogWorld & New Media Expo twice and a handful of other social and interactive conferences.

I was at BlogWorld just last week doing the panel/party/networking thing. It’s one of the favorite parts of my job — meeting new and old friends, learning about new and emerging media and strategies, and evangelizing/proselytizing my take on what’s hot and what’s next.

I’m no stranger to marketing conferences, and for the cost and investment in time, it’s important to get a lot of these events. I’m happy to report the MIMA Summit blew away my expectations, and not just because the speakers were (mostly) high quality, the panels were (mostly) well structured and the chicken wasn’t dry. It was the attendees’ contagious passion for what they do that sealed the deal for me.

MIMA presents an opportunity for the interactive marketing community in the Twin Cities to build and grow our collective intellectual capital.

Because of our midwestern familial culture, our nonchalance about what’s cool and trendy versus strategic and effective, and perhaps more importantly, the diversity of creative opportunities, outlets and clients exhibited by the Minneapolis-Saint Paul social and interactive marketing community, we are on the brink of something big.

MIMA president Matt Wilson feels it, and said so at least twice during the Summit. Former president Kristina Halvorson feels it. In fact, lots of you whom I spoke with at the Summit mentioned it. And I know Lee Odden feels it, because we talked about it in the airport after BlogWorld last week — pre-Summit.

You, my friends and peers, feel it. I know because I’m reading your post-MIMA tweets two days later, and you’re still buzzing off your MIMA high.

After five years in the cities, I’m finally feeling like I understand and am a valuable contributor to the marketing community here. Maybe I’m naive, too fresh or haven’t had enough of my dreams crushed yet, but I’m excited about 2009 and what we can do together.

We — the Minneapolis-Saint Paul marketing community — are on the precipice of a marketing revolution steeped in social media tools, authentic storytelling and a genuine interest in putting the “interactive” in interactive marketing.

The MIMA Summit was simply a milestone in a journey we’ve only just begun, and I’m going to live-tweet the whole trip. See you online.

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