Citizen Marketer 2.1

Aaron Strout

Quick-n-dirty Podcast Recap 19: Live from BlogWorld Expo

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Wow! What an amazing last few days it’s been at Blog World Expo. It was tough to have to leave before the festivities were over but I enjoyed a whirlwind of great panels, content and podcasts while I was here in Vegas at one of the top 2-3 most important social conferences in the country.

As you can guess, one of the podcasts I got to do was with my pal and co-host of the Quick-n-Dirty show, Jennifer Leggio. The beauty of this episode was that Jennifer and I got to do the show live from the expo floor of Blog World. Even better, we were able to grab PR/social studs, Doug Haslam* of SHIFT and Steve Rubel, of Edelman and Micropersuasion blog fame.

*note: do I need to disclose that Doug works for my company, Powered Inc. in a PR capacity — after all, we’re paying him vs. the other way around? No? Good, I didn’t think so. Just checkin’.

Rather than doing our regular format of:

  1. Social network
  2. Guest/case study
  3. Featured twitterer of the week
  4. Point/counterpoint
we went freestyle and discussed Jen’s and my panels at the show. Highlights included:

  • A recap of the fact that we both agreed that her “sponsored content” panel could have been a seminal discussion but instead just ended up being really good (not a bad thing). Part of the problem was that Jeremiah Owyang, formerly of Forrester and now at Altimeter Group worked hard to *protect* the panelists. While this was likely the right thing to do, it did prevent some of the sparks from flying that the crowd really wanted to see. For what it’s worth, Jeremiah and I discussed this over drinks the night before so don’t think I’m talkin’ behind his back. 😉
  • Jen’s review of her featured morning session about not letting the bad guys “Jack your brand.” This connected more with Jen’s security roots (day job) vs. her ZDNet blog (spare time) focused on social business. I suspect that Jen will do a recap on her blog but what I really liked was that she allowed audience members to come up and co-present with her reinforcing her “social” side.
  • We also did a quick review of my morning panel on “Gaming Twitter” and why it’s not a good idea. To get details, head over to hashtag #twitgame as several of us in the room (myself included) live tweeted this event and caught a majority of the salient points on Twitter. For what it’s worth, I was blown away but the smarts of fellow co-panelists Reem Abeidoh, Lucretia Pruitt, Micah Baldwin and Jesse Stay.
As I mentioned earlier, we did stray from our normal show format. However, we were able to bring some fresh insight to the podcast via our special guests. The fun part was that due to our limit of two headsets, Jen interviewed Doug Haslam and I interviewed Steve Rubel. I strongly encourage you to listen to this part of the show [about 20-25 minutes in] but here is the gist of what we discussed:
  • Jennifer and Doug talked about the fact that PR wasn’t dead but *evolved*. PR firms that weren’t doing it right risked becoming irrelevant. As a client of SHIFT’s (there goes that disclosure again), I can tell you that he and his team definitely get it. There was one other topic that they covered but because I couldn’t hear them real-time, I’ll need to go back and listen to [FILL IN THE BLANK].
  • Steve and I rehashed his panel yesterday on life streaming [recap on my blog here]. In particular, I asked Steve how easy it was (knowing the answer was, “not very) to take clients form “you should be doing social” to focusing on his three pillars of “create spoke and hub content/destinations, become ubiquitous/ searchable and be sure to diversify.” We also touched on whether or not it was a good idea to turn off comments on Youtube.
All in all, Jen and I were probably a little less scripted and buttoned up than usual but it was a hell of a lot of fun. To that end, a great big hat tip to Deb Robison for being the sole active chat room attendee. She rocks!
For past recaps of the show, you can always bounce back and forth between Jen’s and my blogs. And of course, you can always catch an archived version of the show here or over on iTunes.

Lifestreaming with Steve Rubel at BlogWorldExpo

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Some “life-streamed” notes from Steve Rubel, SVP at Edelman. from the BlogWorld Expo. He’s talking about the evolution of the “inbox” e.g. e-mail, sms, IM, Twitter, FourSquare. [Note: you get a sense that this session is of high value given the fact that Louis Gray, David Armano, Shell Holtz, David Thomas and Jason Falls to name a few “big brains” are in the room taking copious notes.]

  • Steve’s off to a good start telling us to “avoid the shiny object syndrome” and focus on the big trends (vs. the individual tools).
  • Businesses need to think about how they can engage in real time
  • All sites in next 5 years need social capabilities or will become irrelevant
  • Web sites in general will become less relevant.
  • People are starting to practice “selective ignorance.” Screening out more and more news.
  • People are also becoming media agnostic. Just want the news that they want and many times will hear it from friends.
  • 111 is the average number of domains an average person in the U.S. visits in a month
  • On average, 2,500 web pages visited/month
  • We are becoming addicted to short-form content (this helped Twitter – centralized and short form)
  • Jakob Nielsen (usability guru) found the people read 20% of web pages
  • People need to hear things 3-5 times before they can actually digest them
Interesting because Steve has blogged for a long time and used to do 3-5 posts/day (every day for 3 1/2 years). Once Twitter came out, that evolved to 3-5 times/week. Then with FriendFeed, that continued to evolve. He got to the point where he felt like his blog was irrelevant. And then Posterous came along. The beauty is that everything is “e-mailable” and could put it content in a centralized place but could also get cross-posted in the respective places (like Twitter or Flickr) if he wants. [Note: I signed up for Posterous a few months ago but haven’t done a whole lot other than use it for inbound.]
Cool tip. Steve uses a tool called Simply Tweet and anything that he writes that is over 140 characters gets posted on Posterous with a link cross-posted on Twitter.
Big question? What does this mean for brands and how do they cope with all the streams. Steve’s three recommendations are:
  • You have to be ubiquitous
    • Steve uses Posterous to do this
    • Create “hub and spoke” strategy: build “embassies” everywhere blog, Facebook, Twitter
    • Ford has done a nice job of this. You can all their content in a centralized place OR you can get it out on the individual social networks
  • Muliplicity and diversity
    • Obama campaign uses different sites/formats to tell stories different ways at different times (Flickr, Youtube, blogs)
  • Discoverability and visibility
    • Traditional PR has been the process of creating “rain” and trying to get people “wet.”
    • Ironically, people have going to the beach to “get wet” (Google) for several years now
    • Goal is to get people to “pull” your content vs. always pushing content
    • Life stream is great because it’s highly discoverable
    • Creating “discoverable” content makes for great SEO juice
All in all, great content. It’s rare that I learn a whole lot at events like these (mainly because Twitter is such a great fountain of information) but this was a great session that now has me thinking. Thanks Steve!

post script: a few reasons why Steve loves Posterous:

  • content is all exportable (this is huge)
  • customer service is phenomenal
  • allow him to overlay it with his own domain – http://steverubel.com
  • because he e-mails everything in from gmail, he has a backup for everything on gmail.

Quick-n-dirty Podcast Recap 17: Yelp-ing it Up

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I have a rule with e-mail. It’s called the 2 minute/2 week rule. You can probably guess what the rule is but if not, it means that I try and respond to most e-mails within 2 minutes. The reason being, if I don’t get to it in 2 minutes, it usually sits in my inbox until I’m on a plane so you get a response 2 weeks later.

The reason I bring my “rule” up is that I’m taking that approach with today’s Quick-n-Dirty podcast wrap up. I’m hustling a little bit because I have to leave in 45 minutes to pick friends up at the airport. We’re going to the Austin City Limits music festival this weekend so if I don’t do this now, you won’t get the recap until Monday or Tuesday of next week.

With that as a caveat [ahem, excuse] for my pithiness, onto to the deets. Oh, remember that you can always download these podcasts on iTunes, listen to show archives here or find recaps of past episodes on this blog and co-host, Jennifer Leggio’s Feeds blog on ZDNet focused on social business.

Highlights from this week’s show:

  • Featured Social Network: Gowalla. The easy way to describe it is that it’s a FourSquare knock off but don’t just take my word for it. TechCrunch did a good comparison of Gowalla and FourSquare if you’re looking for a more detailed description of each. To that end, Gowalla does have some cool additional features like recommended user generated walking tours. Jennifer isn’t a fan, especially because of it’s wonky GPS capabilities. The jury is still out with me.
  • Special Guest: Vince Solitto, VP of Communications, Yelp. Okay, I feel a little bit bad because Jennifer and I definitely put Vince on the “Budweister hot seat” with some of our questions. Given Vince’s background in politics, he seemed to handle the pressure without any problem. The one big takeaway that I didn’t realize about Yelp is that only a third of their reviews/ratings are for restaurants. The rest are for services — similar to Angie’s List — think dentists, doctors and daycare. Who knew?
  • Featured Tweeter: Simon Mainwaring. I’ve recently put Simon in my “Trust Tree” list on Tweetdeck — that’s the 100 or so people that I follow closely for one reason or another. The main reason Jennifer and I liked Simon as a choice is that 1 out of every 3 tweets is a link to some great report or statistic on social media, marketing or Web 2.0. Given his background (big brand/big agency), methinks he knows about that which he speaks.
  • Point / Counterpoint: This week’s discussion was short and sweet. We focused on third part social networks’ “ownership” of content. Jennifer said that she didn’t like places like Facebook, Twitter and Ning owning some rights to her content but she went into the deal “in the know” (she reads ever word of ever terms of service). My contention is that as an individual, I don’t care much that the socnets own my stuff but when it comes to business, companies should be careful. One MAJOR argument for considering a branded only community in addition to joining these places (and yes, I admitted on the show that this is a little self-serving given the fact that I work at a company that builds branded online communities). Whatever! 😉
  • Give away: we also gave away another pass to the upcoming Inbound Marketing Summit. The lucky winner was none other than Mr. Michael J. Russel for his very clever Q-n-D Haiku. Hope he can make it!
So that’s it. That’s the recap. Don’t miss next week’s show where we’ll discuss the hashtag study that Jennifer conducted with our friend and fan, Deb Robison. If you haven’t weighed in yet, be sure to do so. Also, we are broadcasting live from Blogworld Expo in two weeks. If you have suggestions on anyone that you think we should interview, tweet us or put your reco in the comments!

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