#pcto2011 LIVE! Sunday Sessions
This is a continuation of my liveblogging from Podcamp Toronto 2011 today. Don’t expect Engadget-at-an-Apple Event-like speeds (I don’t have that much gear) but I’m going to try to quickly summarize some of the salient points I catch from each presentation I attend. Hope you enjoy!
9:45 am – Ah! Running late!
- I’m so excited for today’s presentations but I’m late (alarm didn’t go off). Yikes!! Must. Hustle.
- Concerns – Concern is not about backing up the physical photographs but the digital photographs. We’re one byte away from erasing history.
- Redundancy – Burn a DVD, put it on 2 external hard drives, throw it online (on sites like Flickr, etc). Better to be prepared than sorry. But who’s to say in 20 years we can still read these files? (Excerpt from “Use Digital Hygiene”)
- Physical prints – The concern of losing everything (even if following the above redundancy methods) is why photographers still favour high quality physical prints.
- How do you get people to upload pictures on a Flickr pool – Perhaps incent them with a contest?
What is the impact of social media on photography? Does the ability that people have to upload and share very quickly change the photographs people take?
Summary – It’s a double edged sword
- Con – The problem is that everyone thinks that they’re a photographer or the photographer.
- Pro – The ease of devices to upload means that people will upload everything and anything.
- Con – There’s a lot of noise to wade through.
- Pro – It also means that people are using these tools to upload photos of their lives which is great!
- Pro – The incremental cost of photography has also gone down (before there was a cost associated with taking a photograph).
- Con – Now the “spray and pray” method of getting 1 picture that’s great out of 100 means you are taking a picture with your eyes and not your mind.
Thoughts on cameras on your phones
- The camera you have on you at all times is your best camera.
- Now with the resolution on your phones plus the addition of sharing capabilities means that you can share anything in an instant. Think of the G20 – yes you have a DSLR on you but you had great photos but you couldn’t share them. Whereas if you’re there with your iPhone you can instantly take a photo and share. Sure it’s not the best quality but it’ll be up there.
- Yes – we hope the future of the DSLR is to be network capable! But in the meantime you get a special memory card to put into your camera, “hack your iPhone to be a WiFi hotspot” (*cough* Ahem – I think the presenter meant create a mobile WiFi hotspot on your phone *cough*) = instant sharing. Baby step in the right direction.
I can share so I should share. Is there a “best before” mentality?
- In a way, if you can’t share the photos sometimes you think “Well, why did I do it?” In Rannie’s case he took portraits at Podcamp yesterday and he uploaded the photos online right away so people could see them.
- Do you take a high res image with your DSLR and put it up in an hour or shoot with your iPhone and get it up right away. Well, it depends on the image. You need to choose! But you’ll never know that ahead of time that a great opportunity is coming…
- Everyone wants to be the breaker of big news.
My biggest takeaway – As with anything, the move to digital photography has affected our society both in positive and negative ways. I really loved the comments of Hipstamatic:
Hipstamatic is like the autotune of music.
There is some cheating with having the availability of these applications on your phone but it’s always going to be a debate – do I use my iPhone to post things right away or do I wait for digital SLR? It’s the ultimate question for our generation. I find myself asking this all the time but until DSLR’s become more portable and have network capabilities we’ll have to wrestle with this question.
11:00-11:45 am – Kick-ass Women in New & Social Media (Diana Gallo of Cineplex, Jennifer Lord of Astral Television Networks, Jessica McLaughlin of Shaw Media, Corinne Rusch-Drutz of YMCA Canada, Wendy Jacinto of Canadian Women in Communications)
Panel discussion, salient points below. 🙂
- Thoughts on Community Manager Description – The difference between then and now hasn’t changed that much besides the addition of new tools like photo uploading. Even 10 years ago, your job was to create a personal connection with your users, engage with them. The position itself has just evolved as technology has evolved but the job description itself (at the core) hasn’t changed.
What is the major effect of social media on traditional marketing?
- Social media doesn’t mean the end of traditional marketing but rather we’ve learned how to integrate the two…in fact, they compliment each other. We’re actually talking about integrating things like QR codes to our traditional marketing materials, such as within our bus shelter ads. Those same QR codes could take you to the trailer, movie theatre to buy tickets, or a Facebook page to have a conversation about the movie. It’s not taking away but rather complimenting each other.
- Some panelists believe it depends where the Social Media team originated in your organization. If it originated within the Marketing Department it seems the consensus is that it’s easier to work very closely together. While if your Social Media team started elsewhere, the Social Media members may need to be more proactive working with the Marketing Department.
How has social media helped your communication?
- Agreement that using social for public policy and advocacy has been pivotal in getting things off the ground (i.e. gun control issue). Used “Actly” to get Twitter petitions moving.
- Challenge with some stakeholders (Board Presidents, volunteers) weren’t fluent in conversations with social media so it’s really about being mindful that people across the country may not move at the speed you want to move.
- Being digital means not just sending an announcement to your team but also to other teams to remind them of what you’re doing. 🙂
Future of Social Media Teams
- Panelists agree that social media isn’t one person’s job but everyone’s job. As one person put it, “You really should work yourself out of a job”. The idea is that everyone owns a piece of the social media pie/strategy and should be pushing it forward through engagement vs a team of 5 working on social media in a silo and on their own. It’s everyone’s job.
Future of Social Media
- Mobile, mobile, mobile! Create something platform agnostic that you can go anywhere, anytime and access information. Not all people will have the same phones so cross-platform mobile apps/sites will be important.
- Integration – Really about integrating everything that we’re doing – social media as it relates to mobile and everything that we’re doing!
My biggest takeaway – Really excited to hear people say that Social Media is working more closely with traditional marketing and it’s very clear how they compliment each other. Again when you listen to some of the Podcamp talks yesterday by Satish Kanwar/Andrew Peek and Dave Fleet and build on all their messages, this movement towards convergence of media/strategies and cross-functional information sharing is very prevalent. Wonder how quickly this is happening within larger organizations especially. Perhaps this is easier to accomplish in smaller organizations. 🙂
12:00-12:45 pm – Measuring What Matters – A Romp for Keys in the Dark (Rob Clark)
** This blog post is brought to you by the letter J…for Josh who helped me setup in this room when all seemed lost! He finds AC adapters in seconds and has spare Kleenex after sneezes. Thanks man! **
- Why do we measure? We need specific info before we can act.
- Anything can be measured as long as it changes! We just need clearly defined goals and objectives as well as know where we want to get to.
Measurement 101 Slides
- Have clearly defined goals.
- Know where you want to get.
- What is the number and why does it matter?
- Accuracy vs Precision – Know when to stop. (If I am building a desk I don’t need to measure down to the nano-millimetre.)
- A little bit of data is often enough. (You don’t need to count every single thing to make a choice).
- On “Engagement” – Well you need to define what kind of engagement you’re looking for. Did someone click on something? That can be considered engagement. But if you’re looking for something like movement from “I’m slightly aware of this product” to “I’m telling all my friends about this product”. A “Like” on Facebook won’t be enough to tell you they’re at that stage.
- On Sentiment Analysis – Any automated sentiment analysis is only 80% right which means 20% wrong. Most people will be neutral – just point to the news article. If 80% of the conversation is neutral it’s very easy to just guess neutral. It’s when you get into fuzzy language. “That Coca Cola is so bad” – did they like it? Hate it? The best way to measure sentiment is to have human readers, look at the bigger picture, and take into account regional colloquialisms.
- On Peer Indexing – It’s a little better because it’s considering context. All marketing people are trying to find one KPI to rule them all and the thing is that there are different goals and objectives. Each of these goals will have a different thing that you’re looking to. Peer indexing will give you more info (like what part of the conversation you’re in) but it still depends what you’re using the number for.
- Tools Edelman Uses – Google Analystics, Omniture, Post Rank (get a sense what’s happening off the page), Radian6, Sysmos (in the past), Row Feeder (sp? For Twitter analystics), Facebook Insights, Foursquare (if you’re the owner of the venue you get info that’s not on the public spaces).
- On Hashtags (because they are user created and subject to error) – Make sure you’re using all versions of a hashtag #CanadianTire, #CrappyTire, etc.
- On Raw Data – Sometimes it’s paying the price to get the raw data if you really need it. You can usually export a lot of the data from there and quite often it ends up in “massive spreadsheets of doom” you need to sift through. 🙂
- How to explain measurement to Sr Leaders – “Overall the community is healthy and growing and this links to our objective of…” brand awareness let’s say.
- Measurement isn’t the last slide in the deck – “The campaign is over. Please come in and tell us that it worked!” Measurement needs to happen at the beginning and not at the end of a campaign.
- On Awareness – Awareness happens inside your head so you can’t measure that. If more people are buying your product they obviously like the messaging that you have. (My aside: is it possible that maybe nobody likes your product? What if your messaging is completely sound but the product sucks? No messaging will be able to save you. I think this one is a very high level comment and I’m sure this is a whole presentation in and of itself!)
- The moral digg – Someone diggs something but doesn’t click on the link to read itself…but they digg it because they want others to read about it.
- People to follow – Will share OPML as a tweet later tonight. (Not following Rob? Click here!)
- Possible Missing Link? Do you share the measurement you’re looking for with spokespeople before they go in the field? Well you probably should but that’s part of having a clear objective. 🙂
My biggest takeaway –
I’m not a numbers guy, I’m a storyteller. Instead of words, I’m using numbers.
I think this is a crazy relevant and insightful quote. This is exactly the way people don’t think about measurement and how we really should look at it. Measurement is more than just a “spreadsheet of doom” of numbers. It’s trends. My thoughts? These numbers are a geo-locator to where you are and a GPS to where you are going if you only take the time to work through it. It’s more than just “Are people RT’g my message” or “I have # of visitors to my site”. It’s about what are they saying? What are they doing? What do you want them to be doing? Measurement is the key!
** Update (March 18, 2011) – Rob’s presentation is now available on Slideshare. **
2:00-2:45 pm – Wrap Up Session
Wow this year’s Podcamp has been amazing. I’m not even going to try to summarize it here because:
- This post is already very long (sorry lots of good ideas to capture! And these are just high level ones…you should see my notes in Word!) and
- A whole other post is going to come once I percolate these ideas…I need to mull over them and really streamline my thoughts. Right now it’s a swirl of ideas bouncing around in my already-so-full mind. 🙂 Look for that post likely next week..ish…or…more!
In the meantime, would love to hear your thoughts! If you have feedback for me, please send me an email (see email link on far right menu bar) or leave a comment. I love hearing from you!
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Filed under: Brands, Campaigns, Events, Social Media, Tech | 4 Comments
Tags: #pcto2011, Digital Hygiene, Edelman, Future of Social Media, Google Analytics, Integrated Communications, Kick-ass Women in New & Social Media, Measuring What Matters - A Romp for Keys in the Dark, Mobile, Photography and Social Media, PodCamp Toronto, PodcampTO, postaweek2011, Rob Clark, Social Media Measurement
Hi, I'm Aleksandra - a digital storyteller with background in public relations, corporate communications and knowledge management.
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