A lot of people are working hard to wrap their heads around social media these days. Each of the last two weeks, BOSSdev has hosted a social media webinar. We’ve had over two thousand people register for these events and nearly a thousand spend a full hour attending them. Thanks to everyone for sharing your valuable time with BOSSdev.

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The audience response to these webinars has been phenomenal to say the least. Both events trended in the top ten on Twitter for quite some time. Here’s what a few attendees had to say:

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@jwhof: “That was an awesome webinar – thanks, BossDev! #BDSocial”
@bobbygzus:

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#bdsocial “Thank you! My peers now “get it” ! GREAT breakdown of ROI using social nets!”
@MelyMello: “excellent seminar – great info! thanks for sharing! #BDSocial”
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: “#BDSocial attending amazing webinar from BossDev “Wrap Your Head Around Social Media” Best I’ve seen yet!” download Phone Booth

You can read the entire stream of Tweets about the event on Twitter

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We’re very pleased that so many people found our presentation useful for their work. Obviously, we’d love an opportunity to help you implement social media into your digital marketing mix. As promised, we’re sharing the full presentation.

I would like to personally thank my associates Cosmin Ghiurau, Ashley Lomas buy A Busy Day and Josh Yurich for going to great lengths to help make these online events successful. If anyone still doubts the impact social can have for business, just consider that the majority of our more than two thousand registrants found out about our webinar via LinkedIn, Facebook

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or Twitter.

Our next webinar presentation will cover the topic of how marketers are leveraging Branded Flash Games to drive engagement with consumers. BOSSdev’s own Grant Kravitz will share his considerable wit and extensive experience on the topic as the lead presenter. It’s sure to be both informative and entertaining. Don’t miss it!

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By Korye Logan

Thanks to all the people who attended our webinar on social media yesterday. The traffic for the event was strong; as was the social buzz. Our event hashtag of #BDsocial actually trended #2 on Twitter for over an hour. All feedback from attendees has been very positive so far. Our team is working diligently to follow-up via Twitter, email and here on the BOSS|talk blog.

Iowa rip Jade download Horror Hospital dvdrip You can access a recorded copy of the webinar here What Goes Up . The presentation deck can be accessed at the BOSSdev event portal site (registration required).

As mentioned during the webinar, we find it important to provide our audience with useful links. To that end, all resource links and referenced articles are cited in the presentation below.

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America’s Sweethearts buy Babylon 5: The River of Souls This webinar presentation was quite popular, so we are conducting it one more time next Thursday. If you missed the first one, please join us on April 2nd at 2pm EST. We encourage you to share this link with any friends or business associates that you believe would find it useful.
Wrapping Your Head Around Social Media: Discover your Audience in the World of Social Media

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The developer discipline views a web site from an engineering perspective. A web site is a machine made of interconnected parts. Building one is akin to constructing a house, piece by piece. One often overhears conversations like this:

Developer to Sales person: “You’re asking me to quote a price for a house, but you haven’t told me how many floors it has, or how many bedrooms, or what kind of roof it has!”

The creative crowd views the web site as a work of art. Crafting a web site is akin to painting a beautiful masterpiece. It starts with inspiration that becomes the artist’s vision, rendered on a modern, technical canvas. One might over hear conversations like this:

Creativeto Client: “Sure I can make that box red instead of blue. Of course that will ruin the design integrity of the page, and destroy the mood we are conveying.”

Granted, these are extreme stereotypes, but these types of discussions are surprisingly common. The synergies of these two mindsets, carefully managed within a budget are what differentiate the best websites from the worst. Is a web site a construction project, or a painting? The answer is that it is neither.

Web sites play a major, ever increasing role in determining whether someone ultimately transacts with a company. Both the technical developer and the creative artist fulfill valuable roles in the process; a web site must be attention grabbing, pleasing to the eye, and functional. It is however first, and foremost an investment that should be laser focused on one goal and one goal only

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: Return on Investment.

Organizations put the developersin charge, because they mistakenly believe that the Internet is all about technology, so technology people know best. Or, they put the artists in charge, because they are committed to the old rules of interruption based advertising, and think the Internet is just an extension of TV, Radio, and print based advertising campaigns.

Most of us have a limited number of dollars to invest. The challenge for a responsible CEO is choosing where to invest limited discretionary dollars to achieve the greatest return. Is a web site a cost center, or a strategic asset? Given a web site’s increasingly pivotal role in the consideration phase of the purchasing process, isn’t it time to start treating it more like an investment property and less like a cost of doing business?

Before you bought a piece of investment property, you would be well advised to decide what it was you were trying to accomplish with it. Perhaps you desire an asset with a net return greater than what you are getting from your broker. Cast Away movie download

What are you trying to accomplish with your web site? Is it a lead generation tool? Is it a sales platform? A way to reduce support costs?

This question often draws blank stares from the same people who can articulate the design, usability, and navigational issues of their current web site in great detail.

If you decided to buy an apartment building as an investment, you’d need decide who your target tenant was going to be. Are you going to rent to transients, families with kids, or working professionals? Does the property you a looking at anticipate the needs of your target tenant?

Who’s your web site for? Is it designed for the audience it is trying to reach? Does your Web site anticipate likely visitor needs?

You’d probably drive around the neighborhood, look in the newspaper, and talk to a few realtors. You’d want to know who else you’ll be competing with for your tenants. Does the competition have a swimming pool, or offer the first month’s rent free?

What does your competition’s site look like? Viewed through the lens of the Web site only, how does your company look like in comparison? What opportunities are you missing because your Web site is mediocre compared to the competition? Is your web site overbuilt?

The biggest investment property most of us own is the home we live in. If you had $50,000 to spend on your house, what factors would you consider in order to determine where best to spend it? Update the plumbing, modernize the kitchen, or buy art for the living room?

This kind of logic is rarely used when it comes to deciding how to invest limited resources in a website. The correct approach is to use numerical analysis. You can’t do that if you aren’t measuring each and every action on your web site with the same kind of precision that you handle your money with. If you are tracking the performance of each page, you can determine whether or not to work on conversion optimization, driving more traffic, or reducing your cart abandonment rate. You’ll know which skill set, or combination of disciplines, is best suited to the challenge at hand.

Reframing your web site as an investment property, and knowing when to leverage the right expertise at the right time, will insure that you are spending your dollars wisely.

Here’s a simple example:

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Which is better: More uniques or a higher conversion rate? Should you spend your budget on word buys and banners, or web development? Assume baseline metrics of:

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Conversion Rate: 2%

Uniques: 1M/Month

Sales: 20,000

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Total Sales: 2M

If you spend $100,000 on driving traffic this month, increasing your uniques to 1.1M, you’ll see a net sales increase 2.2 million, resulting in an ROI of 100%. This follows the logic of traditional advertising, based on Sarnoff’s law, which says that advertising cost is proportional to the reach and therefore the return.

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On the other hand, a $100,000 analysis of the landing, content, detail, and cart experience pages based on metrics, with incremental changes executed, measured, and refined over several months could demonstrate returns on investment as follows:

Increasing the conversion rate by .01% is break even.

Increasing the conversion rate by .05% has a 400% ROI.

Doubling the conversion rate to 4% has an ROI of 1,900%.

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This ROI would be realized each month, month after month.

Treating your web site as an investment first, and managing it as such, will guarantee that the dollars you spend on a web site go to the right places.

Monday at SXSW Interactive 2009

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featured more presentations and panel discussions on a variety of topics. It was also the final day of the trade show exhibit for the interactive portion of the event. The final keynote presenter was science fiction author Bruce Sterling Under the Tuscan Sun on dvd

. The evening offered up several options, including Plutopia and an Unofficial Party by Dachis Corporation and Austin Ventures.

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Sam, Katie, Korye, Andy and Scott of BOSSdev enjoy a fantastic meal at The Salt Lick BBQ in Driftwood, Texas.

Science fiction author and cyperpunk legend Bruce Sterling delivers a speech about the evolution of print media and how technology may change lifestyles in the future.

A SXSW 2009 crowd of over five hundred listen in as cyperpunk legend Bruce Sterling delivers a speech at SXSW 2009 in Austin, Texas.

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Performers at the Plutopia 2009 Interactive Party take a break outside of the Palmer Events Center in Austin, Texas.”

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Jeffrey Dachis and Karl Long Anatomy of a Murder film have some fun at the UNLISTED: Unofficial SXSW Interactive 2009 After Party at Malverde in Austin, Texas. The event was sponsored by Austin Ventures and Dachis Corporation.”

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Sunday at the SXSW 2009 Interactive Festiva Robinson Crusoe on Mars on dvd l Pig Hunt download was another great day of learning, sharing and networking. My personal highlight was seeing wine video blogger Gary Vaynerchuk, of Wine Library TV fame, live for the first time. Gary has so much passion and a great “real guy” presence. Some of his key points included:

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“It’s all about the hussle.”
“It’s reactionary businesses that win.”
“Do what you love to do, because you can monetize that sh@t!”
“Embrace yourself… Love yourself more.”

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Wine critic and video blogger Gary Vaynerchuck answers questions during a session at SXSW Interactive 2009 in Austin, Texas.

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Photos by Korye Logan

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The 2009 edition of the SXSW Interactive Festival You’ve Got Mail release is off to a fantastic start. Thousands of the industry’s leading minds and innovators have converged upon my home city of Austin, Texas. The BOSSdev team is representing in full force at SXSW with Scott Heath, Katie Kremhelmer, Sam Swenson, Andy McDonnell and Korye Logan in attendance. Below are a few photos of highlights from the first full day of the event.

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Andy McDonnel of BOSSdev grabs lunch at Ironworks BBQ at SXSW 2009 in Austin, Texas.

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Photos by Korye Logan

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Elf Yourself 2008 from OfficeMax

featured some important improvements over previous years’ editions, including a strong focus on ROI. While this deserves praise, a key to success in digital marketing is ongoing optimization. It is wise to conduct a post analysis on campaigns to rate efficacy, identify gaps and improve performance moving forward. So let’s take a look at this year’s Elf Yourself, identifying things done right as well as improvements to be made.

3 THINGS DONE RIGHT IN ELF YOURSELF 2008

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1. Minimal Investment: the media property was leveraged as a business asset

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OfficeMax selected JibJab Media as a partner. JibJab approached OfficeMax and offered to do the upfront development work as part of a business partnership. Clearly this was proposed due to the high traffic Elf Yourself garnered last season. While this disappointed the creators of the concept (EVB in San Francisco and Toy in New York), it was a prudent move considering the current economic climate.

2. Monetized Model: merchandising was a key component of the user experience
An Elf Yourself ornament hung on many trees this year, including the one in my home. Even more merchandise

was purchased (in the form of cards, photos, mousepads and cups) and given as gifts. Additionally, the customized video content is available to download for $4.99. While sales numbers have not been released, they certainly are an improvement on the lack of traceable sales for previous campaigns.

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3. Social & Viral Components:

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email, Facebook used to spread the word
OfficeMax and JibJab leveraged Facebook and personal emails to cost-effectively promote the campaign. Elf Yourself’s Facebook App has nearly a million fans to date, compared to almost none in mid-November. This year’s campaign featured a variety of electronic delivery methods, including email, embedding and downloads. A Google blog search of Elf Yourself (combined with ElfYourself) returns an inordinate number of results.

Note: It is unfortunate that the ElfYourself YouTube account went essentially untouched this year.

3 WAYS TO IMPROVE ELF YOURSELF IN 2009

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Traffic and stickiness for this year’s Elf Yourself campaign were strong, according to a December 17, 2008 MediaPost story. “The typical user so far has stayed on the site for 15 minutes–double the 7.5 minutes for last year’s total campaign–and has created 4.5 separate elf-centric videos, up from two a year ago.” The Omen trailer Attack of the 50 Foot Woman divx

This kind of engagement should be leveraged to drive retail traffic to stores and OfficeMax.com. The campaign does a fine job of capturing people’s attention, delivering value and building goodwill. It’s a small, but crucial step to take this momentum and convert it into real revenue. Even a simple coupon program could drive conversions. To get retail traffic, stores could set up an Elf Workshop. People could bring their kids or pets in to get a picture taken with elves.

2. Include Product Promotions: give visitors a reason to do some holiday shopping
Don’t let all those people come and go without offering specials, discounts and promotions. Serve up deals on digital photo frames, notebooks and gift cards. Elf Yourself 2008 featured ad banners, but not for OfficeMax. Missing out on this in the midst of the holiday shopping season is akin to putting short in golf – hard to forgive.

Elf Yourself gives OfficeMax a golden opportunity to promote products and drive revenue, especially online. This year, e-commerce was one of the few bright spots

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in a tough retail shopping season. The company should also leverage co-op funds from manufacturers such as HP, Microsoft and 3M.

3. A Year-Round Online Presence: leverage Elf Yourself into ongoing digital promotions

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Identify other opportunities to drive this kind of online interaction throughout the year. What do elves do in the off season? Could they be related to cupids (Valentine’s Day) or leprechauns (St. Patrick’s Day)? Do they go trick or treating on Halloween? Using the elf concept is just one creative approach to consider.

OfficeMax also has the affable Rubberband Man, who is featured in their popular television ad campaign. He could help people compile back-to-school shopping lists. He could offer periodic business tips about organization, filing and more. A long-term community model could be built around this creative. It could feature entertaining videos, useful articles and user discussion forums – all accompanied by subtle and relevant product merchandising.

A good online marketing campaign keeps getting better
It’s nice to see OfficeMax continue to improve Elf Yourself each year. Look at your online promotions with the same commitment to ongoing optimization. No campaign is perfect. And what works well this time could be irrelevant next quarter. Consider how you can leverage a variety of channels in your digital marketing mix: microsites, social networks, user generated content, etc. Also determine what off-line marketing components should be used, and how to integrate all assets effectively. Of course, it is imperative to establish how the campaign will be monitored and measured.

The most important thing you can do for any online campaign is to be keenly focused on business objectives. Les Luchter’s MediaPost article

about Elf Yourself cites “this year’s goals of deeper consumer engagement, higher retention, greater brand association and stronger social media presence.” I view these as strategies that should support the broader business objectives of higher share of mind, improved brand perception, increased traffic to OfficeMax.com and retail stores – resulting in more purchase considerations. This slight shift in focus can significantly improve a campaign’s ROI.

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By Korye Logan

The Killers’ song expresses the feelings of ambiguity of the digital generation

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When Brandon Flowers of The Killers sings “Are we human or are we dancer?” it stirs emotion and leaves us seeking meaning in today’s cold technical world. It’s eerily reminiscent of the moment in 2001: A Space Odyssey when HAL says “I’m afraid. I’m afraid, Dave.” Terms of Endearment dvd The song’s appetent lyrics and robotic guitar riffs seem representative of feelings many of us share about how we communicate in today’s digital world.
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Our lives are filled with scenes that exhibit how our digital connectedness actually reduces intimacy – perhaps even meaning – in our lives. We sit in restaurants with family and friends, but we’re often not present. Rather our attention is on portable electronic gadgets. These devices beep with mostly meaningless messages from marketers, work associates and updates from our “social” connections.

The lyrics of Human speak to our uncertainty of who we are and how we’re connected.
“Will your system be alright when you dream of home tonight?
There is no message we’re receiving.
Let me know is your heart still beating.”

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Flowers’ use of the word “system” speaks to dehumanization, while his choice of the pronoun “we’re” Legends of the Fall references the collective nature of our communication. This is exemplified in the ubiquity of user generated content on message boards, blog comments and Twitter streams. Even the lyrics of the song cannot escape collective commentary in this discussion thread.

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The reach of this song is somewhat significant as I learned on a personal level during my family’s visit this holiday season, I found people in my family from three generations who like The Killers and the song Human. Looking at YouTube, a simple audio only version of Human

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has nearly five million views and over ten thousand comments.

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An abstract released earlier this month by HP’s Social Computing Lab covers the topic of relationships on the microblogging network Twitter. Social networks that matter: Twitter under the microscope by Bernardo Huberman, Daniel Romero and Fang Wu was published December 8, 2008. The researchers found that:
“Twitter users have a very small number of friends compared to the number of followers and followees they declare. This implies the existence of two different networks: a very dense one made up of followers and followees, and a sparser and simpler network of actual friends.”

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Reach for the Sky dvd My experience on Twitter is similar to the findings of the HP research. What began as a fun shared experience with a small group of friends has evolved to an overwhelming mass of 140 character feeds from people I don’t really know. Once my network grew beyond Dunbar’s number

of about 150 people, it became less intimate, less meaningful.

download American Pie Presents Band Camp movie There is still value to my Twitter network, but it is certainly different. The information I Tweet today is less personal, as I feel a community responsibility to “broadcast” content that adds value. When I had a smaller network comprised more of actual friends, I felt free to Tweet about my personal life. My experience today on Twitter is less human. I am now part of the collective dancer.

Does this change what marketers should do in social media?
Companies must understand and respect the individual experience to effectively participate in social media marketing. This is not a new epiphany, but it is an oft overlooked principal in a discipline that places too much emphasis on technology and not enough on psychology. Advertising legend Claude Hopkins understood this truth in 1923 when he published Scientific Advertising.
“The advertising man studies the consumer. He tries to place himself in the position of the buyer. His success largely depends upon doing that to the exclusion of everything else.”

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When you lead a brand’s effort into social media marketing, remember that you are communicating with humans – not a “target segment.” This speaks to the critical importance of accurate personas and effective feedback loops in your digital marketing programs. There is immense value in one-to-one conversation. People trust other people much more than they trust brand names. Listen to what people are saying in your marketplace. HEAR what people are really talking about. Then guide representatives from your company to become active participants in meaningful market conversations.

In 2009, be more human in our collective community dance.

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A million channels for a million people converge at YouTube Live.

San Francisco & Computers Worldwide – The “New Tube” reigned supreme Saturday night as millions of people all over the world tuned their computers to YouTube Live to participate in an unprecedented Internet event. YouTube Live was an entertainment festival that featured hours of music, comedy, dance and performances by bonafide stars and online celebrities side by side. More importantly, YouTube Live was a celebration of the democratization of global media made possible by the ubiquity of the Internet and camcorders.

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The fifty plus performers at YouTube Live have videos on the site that have been viewed a combined two and a half billion times. The format of the three-hour event was a combination rock concert, awards show, behind-the-scenes interview and home video produced user-generated content (UGC). Diversity was a theme embraced by all as the event showcased the breadth and depth of the “next generation” to the world. Represented were a vast mix of musical genres, art forms, races, lifestyles and more.

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YouTube Live was surprisingly void of an overbearing sponsorship presence. Either YouTube preferred a sponsor-light model or the ad sales department was challenged by spending cutbacks due to the down economy. Companies that did sponsor YouTube Live included Lionsgate, Guitar Hero, Virgin America, Flip Video and HP.

Virgin America had a party plane with a VIP crowd watching the event at 35,000 feet to celebrate the premiere of Virgin’s in-flight Wi-Fi Internet service. People on the plane nicknamed it YouTube One. It was featured in, of course, a video.

Music, Dance, Comedy & a Spirit of Change Highlights YouTube Live
Social marketing was represented early in the night with an appearance by YouTube legend and Blendtec inventor Tom Dickson. This geeky and friendly business guy in a lab coat featured his classic “Will it blend?” series by blending stuff that included “Chad” Vader’s lunch. I’m sure somewhere Josh Bernoff is quite proud.

The night’s big rock jam began with a jumpstart from video game legend Freddie Wong on Guitar Hero. The real jams then kicked in with Joe Satriani accompanied by YouTube shredding legend and Korean guitar virtuoso Funtwo on the Satriani classic “Surfing with the Alien.” Funtwo’s guitar is quite an interesting piece of majestic artwork.

YouTube Live featured dozens of performances, some great and some not-so-great. True to the UGC spirit, YouTube Live included a live chat entitled “Channel Comments.” This space was prominently featured on the YouTube Live home page. It housed an ongoing dialogue of the global audience’s spur-of-the-moment opinions – the good, the bad and the ugly.

Tay Zonday is the man with the golden voice for the YouTube generation. He provided the rich voice over for the event and also posted a fun “Chocolate Rain” parody commercial. This classic YouTube song has millions of online views and has even spurred a remix edition featuring John Mayer.

James Kotecki presented a video montage of YouTube’s “Year in Politics.” The video blogger for Politico celebrated the power that YouTube helped extend to the masses in this year’s election. From Obama Girl to Joe the Plumber to Ron Paul’s Revolution to John Edward’s hair – nobody can deny the impact. This is something that would even impress our nation’s founding fathers.

The band Sick Puppies from Sydney, Australia turned in a solid performance of their hit song “All the Same.” Their breakthrough came from a video of sign holders at a mall that included Juan Mann, the Free Hugs guy, and lead singer / guitarist Shimon Moore. The band plays an emotion charged rock style reminiscent of Incubus or Staind. Postings in YouTube Live’s chat channel left many wondering what happened to Sick Puppies’ attractive female bass player Emma?

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Queen Rania of Jordan was honored during the event with the YouTube Visionary Award. Her acceptance speech was, most appropriately, a video top ten list of why she started her YouTube channel. It included such classic reasons as “Because I couldn’t get a camel on a skateboard.” The purpose of her YouTube channel is to build cultural bridges and encourage tolerance.

A young boy of about age seven initiated a dynamic performance by Jon M. Chu’s League of Extraordinary Dancers. The act was comprised of a large group of athletic performers engaged in a diverse mix of dance styles. It concluded with the boy busting out some serious break dancing moves. The boy’s name is Anjelo and he has his own YouTube channel Anjelo Little Demon.

Other performers included: Bo Burnham, Lisa Nova, MythBusters, William Sledd, Beardyman Beatboxes, Jason Latimer, Spinto Band, Four-Eyed Monsters, Charlie the Unicorn, Katy Perry, Fred, Katers 17, Michael Buckley, Planet B-Boy, Brandon Hardesty, Sports Stacking kids, Latimer the Magician, SF Parkour, Julia Nunes & the Ukulele Orchestra, DJ Mike Relm, Chad Latimer, Esmee Denters, Happy Tree Friends and Akon.

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YouTube Live – an epic experience for those who matter most: its audience.
A video montage of all the performances concluded this historic night in the evolution of the Internet. It will be interesting to hear the buzz in the blogosphere over the next few days. Yet the opinions of a bunch of old bloggers will ultimately take a backstage to how this event impacts the lives of millions of young people worldwide.

What Woodstock was to some, Live Aid was to others… what Lollapalooza was to me, YouTube Live is to millions of young people worldwide. Consider that people living practically anywhere on Earth were able to share this experience simultaneously. Importantly, YouTube Live included its audience. At the end of the show, viewers were encouraged to upload their own videos. These videos live online right next to the star performances from the event.

More than just a show, YouTube Live is a global conversation. It’s an amazing ongoing dialogue shared by millions. Some make videos, some watch, some critique – but everyone participates. You see, YouTube Live is about empowerment. It featured its own audience, because its audience and its stars are one in the same.

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Dog Day Afternoon full movie My name is Paula Anderanin and I’m a Rich Media Solutions Architect at BossDev. I will be giving a lecture on Rich Media Solutions at the 2008 Michigan Flash Fest (MFF). A Michigan based conference on Adobe Flash, Rich Internet Applications, & Interactive media this Saturday September 13th.

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This is my second year speaking at this conference and it was a lot of fun last year. This year I will focus on Rich Media Solutions.The purpose of the lecture is to communicate areas where marketers, creatives and developers can create a more engaging online presence for  clients. With all the emerging technologies and trends in the online world, our job is to communicate to clients what are the necessary steps to keep a current and prosperous image in the online world.

Also, to succeed in today’s marketplace companies need to make sure that they speak to each market in a language they can understand. It is neccessary to research and monitor the behavior of each of the markets to create an online strategy. Once the strategy is in place, we can create integrated digital campaigns that will reach to them. Some of the components are:

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This lecture should be a lot of fun and very informative. Hope to see you then!

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