Citizen Media Watch

november 1st, 2007

John Hargelid on ads and social aspects of gaming

Posted by Lotta Holmstrom

John Hargelid

John Hargelid, producer at EA Digital Illusions, talks at Daytona Sessions about ads and the social aspects of gaming.

They are connecting their games with websites. He mentions the game Skate. It has a video editing function, so that you can record your skate tricks, and upload them to a site. There you can share the clips with friends, on facebook, del.icio.us etc.
They have ads in their games, a sponsorship deal with Intel, for instance. The target audience is well defined.

– In Asia games are often ad-financed, the user getting the games for free, Hargelid says.



november 1st, 2007

Personality analysis as a way of reaching people more effectively

Posted by Lotta Holmstrom

Mattias ÖstmarQualitative analytics of blogs is Mattias Östmar‘s focus in his startup PRfect analys, which he presented at Daytona Sessions.
– I like methods of measurement, and I like to define things, he says with a smile.

– Marketing used to be about mass communication. It won’t die out, but targeted marketing will compete with it.
It is harder today to reach out to an audience. You have to be better and more funny. Reach as the only measurement of success will not work.

Media becomes a number of conversations. Getting a full coverage of media will be close to impossible when everyone becomes a publisher. The concept of journalism will be more vague.

When form is separated from content, the channel is never as important as the person behind the message, Mattias says. Who you listen to is a person like yourself.

Personality type testing is important, because you need to know what drives people. What ticks them off. There are different type theories. Östmar shows Keirsey’s types.

Your choice of words communicate your personality. Analysing the words in blog posts will tell what personality the blog has. It becomes much harder when you bring in context as a parameter.

He asks for a bit of help with the business model.
– I’ll buy you a beer!
…though the main theory is that if you can predict people’s needs, you can reach them more effectively. That should indeed be interesting to marketers and communicators.


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november 1st, 2007

Stefan Waldeck on Yahoo's mobile services

Posted by Lotta Holmstrom

Stefan Waldeck

Stefan Waldeck, Yahoo, talks about mobile marketing and search marketing at Daytona Sessions.

Self expression, social networks, and new technologies are the new trends. In the cellphone all of this comes together, he says.
– The cellphone is with you 100% of your waking hours. Plus it has a higher penetration than computers.
When you move from 2G to 3G you start using photo and video a lot more.

Yahoo!Go is a small java applet which lets the user access email, flickr, search and more. It will be in 200 cellphone models at the end of the year.
– It is very easy to use on a small screen.
There’s also an RSS reader integrated.
– We haven’t tried to copy what we do on the internet, but do a special solution for the cellphone.

Mobile seach is based on need and boredom, which translates into people wanting usefull information and games.
Search ads on mobile phones are more sensitive to appearing in the top part of the screen, since people don’t scroll much.
But click through rates are much higher than on the web.


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november 1st, 2007

Joakim Jardenberg on dying papers and the future of journalism

Posted by Lotta Holmstrom

Joakim Jardenberg
Joakim Jardenberg
Joakim Jardenberg of Mindpark says that papers are dying. All trends show that.
The last paper will be publised in April 2040 according to Philip Meyer.
In Helsingborg newspaper reading has gone from 90 to 60 percent in only a few years.

We compensate by creating new channels, such as the website and free papers.
– We have expanded our reach at HD. The way we connect to people is not important. The important thing is that we keep on delivering eyeballs to our advertisers.

We still idealize paper publishing. Joakim turned to me to give the example of Aftonbladet’s blog service, where the key point is that you can be published in the paper (well, one of the benefits, I’d say having your blog post appear at aftonbladet.se’s main page is just as appealing). Another example is that Beata Wickbom is very happy about the Sime supplement in SvD (the above image).

The day we can utilize our journalists and have them collaborate with their audience we can use their competence much better, Jardenberg says.
– The old and new worlds are at war. Get over it!

Check out Jocke’s slides from Daytona Sessions here.


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november 1st, 2007

Henrik Torstensson on five factors that will shape the future

Posted by Lotta Holmstrom

Henrik TorstenssonHenrik Torstensson is talking at Daytona Sessions about where the internet five years from now.
– Predicting the future is practically impossible, he says. But I’ll build upon experiences.

He has five key points.
Access. When everyone’s got broadband the possibilities of community building expand. Ahead, a similar development will happen in mobile devices. Flatrate will make this easier. Mobile services are improving, and will be built particularly for smaller devices.
Distribution. Partnerships. How will we be visible on other sites than our own? Our strategy must be more exact than just ”viral marketing”. Viral marketing is only a proof that you’ve built a strong product.
Cheaper technology. Cutting costs, making new things possible.
Advertising. Search ads are good for advertisers, the ones selling the ads, and for the users. Relevant ads are accepted. More specific ads will appear in areas outside search. Facebook social ads is one example.
This is the one point he thinks can be threatened by integrity laws.
Social publishing. The will to publish yourself, regardless of economic compensation. To communicate.



november 1st, 2007

Daytona Sessions

Posted by Lotta Holmstrom

Daytona sessions, row 2

Daytona Sessions are about to begin at Debaser Medis in Stockholm. The usual crowd has showed up, plus some additional people and some I haven’t seen in a long time.
Henrik Torstensson is the first speaker of the day. The jaiku backchannel is active. Most my posts will be there.


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november 1st, 2007

Two different takes on Open Social

Posted by Lotta Holmstrom

Today Google will announce its new web API for social networking sites called Open Social.
I’ve read two very different takes from Marc Andreessen and Dave Winer. I am leaning a bit more towards Andreessen, but it’s way too early to tell. Also he is already a Google partner in this, with Ning being one of the initial platforms that has encorporated Open Social.

Marc Andreessen explains the concept as similar to Facebook’s, but without the constraints. Any social networking system can be a container, and any application developed with the Open Social standards can be included in any of these containers.
One thing that seems promising is that it’s all HTML and javascript, making it easier to build applications.

Andreessen writes:

If you recall how I previously described the Facebook platform as ”a dramatic leap forward for the Internet industry”, you’ll understand why I think Open Social is the next big leap forward!
Open Social takes the Facebook platform concept and provides an open standard approach that can be used by the entire web. Open Social is an open way for everyone to do what Facebook has done…
…including Facebook itself, potentially

He has also published some screencasts and screenshots.

Dave Winer is more sceptical:

Standards devised by one tech company whose main purpose is to undermine another tech company, usually don’t work.
In this case it’s Google trying to undermine Facebook.
And I don’t think it’s going to work.
What would be exciting and uplifting, a real game-changer — Internet companies giving users full control of their data.
When Google makes their announcement on Thursday, the question they should be asked by everyone is — How much of my data are you letting me control today? That’s pretty much all that matters to anyone, imho.


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november 2007
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