SMWNYC panel notes
Thursday, February 11th, 2010
This is a compilation of notes taken by Blogads team members at panels during Social Media Week NYC, Feb. 1-5.
The Oldest Media Goes Social: from books to blogs at Booz & Company with author AJ Jacobs, blogger Levi Asher, Wiley marketeer Natalie Lin, publicist Meryl Moss and moderator Henry Copeland.
* 20 years ago, book publicists pitched to ~300 newspapers, now it’s down to ~25 physical papers and the online components of a few dozen more.
* TV and radio shows remain the “big book movers,” but new media is an important complement.
* While publishers and publicists encourage authors to establish and maintain an online community fewer than 50% stick with it.
* A grassroots approach is ideal- to ask for feedback while you’re writing makes your fans feel more connected to your work. Authors who get online only when their book is published can feel spammy.
* Plenty of attempts to “viralize” a Youtube video for a book fail miserably.
* With all the noise, ads can help penetrate the haze, help the community realize that the author/publisher takes it seriously.
* Social media can soak up a huge amount of time for a dedicated author.
What’s Your Social Media Currency at No Longer Empty with Questlove, Andrew Katz and Marisa Bangash.
* Brands are cutting out the middle men (labels, agencies) to align themselves directly with artists. Think Santigold for EA Games and Julian Casablancas for Converse.
* Artists need more than just musical talent- they must be able to blog, tweet and interact online.
* Blogs are well-respected content providers for reviews and inside information… it’s not uncommon for traditional pubs to lift blog content in lieu of writing their own reviews.
* For those anti-SM folks longing for “what’s next”- focusing on the tools is a losing battle. You must focus on the changing consumer behavior- the why not the what.
Crowdsourcery Potions 101 at JWT with John Winsor, Faris Yakob, Saheel Radia, Michael Lebowitz, Ty Montague
* Most of us work in an environment where we are paid even if our ideas aren’t selected. Some say that crowdsourcing is a waste of resources. You have 1,000 people designing a logo. 999 don’t get paid for their work; that’s a huge waste of resources.
* Solution: Crowdsourcing doesn’t have to be a “winner takes all” model. Some consider it to be the new internship – allows inexperienced people to find a place to put their skills to work and try ideas.
* “Coopetition” — when competing teams come together to benefit from each team’s specific skills. The more collaborative a group is, the less control you have.
* Effective crowdsourcing requires good management or good editors or good curators to select team members that can be trusted. You build a community or marketplace of ideas. Good example: iPhone App Store.
Digital Cocktails at Gotham Ventures with panelists Adam Penenberg, Paul Kontonis, Katy Kelley, Matt Heindl, Jessica Amason
* Brands should get genuinely involved in social media instead of working through an agency.
* Things go viral based on collective curation– we decide what’s good and then we want to share it, not because we’re told.
* If you have a product with an Achille’s heel, don’t open it up to user-generated content. Example: The GM Tahoe “create our ad” campaign.
* If you build a microsite, you need to drive an audience there and guarantee personality and conversation. FB provides great niche-targeted ads for this purpose.
* Hornitos Facebook page is a good example of a brand existing within social media because it has a dedicated editor-in-chief, someone who understands the voice of the brand. They post interesting, novel content that is interesting to their consumer. It also had an activation budget.
And don’t miss our write-up of the SUXORZ panel here.
(Thank you to Kaley Krause and Nicole Bogas for their panel recollections!)